How Local SEO + Influencer Retargeting are Delivering Record ROI

Moderator: Ginny Marvin, Contributing Editor, Search Engine Land

Speakers:Bill Connard, VP of Local Search Solutions, Rio SEO

Ben Straley, VP of Social Technologies, Rio SEO

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Today’s Presenters

Ben Straley, VP of Social Technologies, Rio SEO

Ginny Marvin, Contributing Editor, Search Engine Land and Marketing Land

Bill Connard, VP of Local Search Solutions, Rio SEO

Strategies for integrating your local search efforts with influencer retargeting

Measuring the effectiveness of local search efforts across mobile devices and desktops

Why influencer retargeting is up to 7x more cost effective than standard retargeting

How to identify, track and measure the impact of your brand influencers

What You’ll Learn

Welcome Ginny Marvin

Contributing Editor, Search Engine Land and Marketing Land

Over 15 Years of Search Engine Marketing Experience

Specializes in Online Demand Generation Strategies

@ginnymarvin

Local Search = Ingrained Behavior

“What we can clearly see is that the local search market is maturing – what we previously described as a Social, Local and Mobile (SoLoMo) revolution is now embedded in consumer behavior.” – Jeff Beard, SVP, General Manager for Neustar Localeze

Local Searchers Are Looking To Do Business

• 82% of Local Searchers Follow Up Offline By An In-store Visit or Phone Call

• 90% of Online Commercial Searches Result in Offline Brick & Mortar Purchases

Source: ComScore

Social Drives Local Engagement

• Use of social networks to find local businesses has increased 67% in two years

• 71% of Social Media Users Say They’re More Likely To Purchase From A Brand They Follow Online

Source: Localeze/ComScore/15miles

Retargeting To Influencers

• Retargeting has been shown to lift branded search by 1,046%

• 1 in 5 marketers now has a budget for retargeting

Sources: ComScore; Chango

Welcome Bill Connard

VP of Local Search Solutions, Rio SEO

Founder and CEO of Top Local Search, Inc., of San Diego, later acquired by Rio SEO in May 2012. 10+ years of experience building and developing multi-location distribution channels and partnerships.

Co-founder and systems architect for Hero Industries

6 Steps to Maximize Local Search

1. Local pages for each location2. Mobile friendly local pages for each

location3. Automated Local SEO injected in

local pages4. Local listing management software

to optimize feeds5. Google, Yahoo, and Bing

Map Management6. Optimize claimed listings on all

Data Aggregators

Local Search Across Devices

4X The number of local searches on mobile devices quadrupled in 2012 (Local Search Association)

30B Of the estimated 30 billion annual mobile searches, about 12 billion are local searches (Search Engine Land)

94% percent of smartphone owners look for local information on their phone (Televox)

2/3 Two-thirds of in-store shoppers prefer mobile sites to apps (Google - Mobile In store)

Local Search Strategy & Cost

Local Search Strategy1. Consolidate your current local business data

2. Take control of your local landing pages

3. Claim & optimize your local map listings

4. Create measurable KPIs to prove local works!

Local Search Costs1. Data Aggregator Subscriptions

• InfoUSA, Localeze, Acxiom, Yext

2. Social Network Upgraded Listings• Yelp!, FourSquare, Facebook

Measuring ROI on Local Search

What are YOUR KPIs?1. Branded or non-branded search traffic

2. Digital coupon redemption online or in-store

3. Desktop & Mobile click analytics1. Driving directions, click to call, etc.

4. Ecommerce conversions from local search

All depends on the WHAT you can track

Software Costs/Unique Traffic from Search = Cost per Unique Delivery

Local Search = Lowest CPA

Case Study Results: Local SEO Costs Well Below 10 Cents!

Department Store Industry• Average Industry SEM Cost= $0.60 CPC

• Average Local SEO Cost = $0.07 CPC

Retail Fashion and Sporting Goods Industry• Average Local SEO Cost = $0.05 – $0.09 CPC

Automotive Parts Industry• 54% of all traffic came from search on local landing pages

• Average Local SEO Cost = Under $0.09 CPC

Welcome Ben Straley

VP of Social Technologies, Rio SEO

17 years digital marketing experience

8 years word of mouth marketing and social media marketing experience

@bstraley

Can Social Drive Local Results?

Influencer Retargeting Offline and Online Local Conversions

Data to Measure Social Impact

Who? What? How Many?

How Much?

Identifying Your Local Influencers

1°Influencer

Social Visitors

2°Influencers

Your Social Audience

Tagged URL

The Potential of Social WOMMBenchmarks Insight Action

90% The % of social referrals from URL copy/paste and “native mobile” Responsive content

1% The % of audience that refers others: the “Influencers” Identify these users

1:15 The ratio of influencers to those influenced

Recruit, cultivate and motivate influencers

2X Conversion lift from social referrals Motivate referrals

5X Potential audience increase from Social Lookalikes

Create influencer personas and find more like them!

Tying Social to Local Strategy

Deploy Tag & Trace™ Tag

Grow Your Social Audience with

SharingGrowRetarget

Influencers & Lookalikes

Target

Influencers + Retargeting = Up to 5X better conversion rates!

http://digitalmarketingdepot.com webcasts@digitalmarketingdepot.com#DMD

Thank You! Questions?

www.rioseo.com

#DMD #SocialROI #LocalSearch