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Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
Choosing the right Native Advertising Partner with Search Influence
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Choosing the right Native Advertising Partner with Search Influence

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Choosing the right Native Advertising Partner with Search Influence

Choosing the right Native Advertising Partner with Search Influence

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  • 1. 7/10/2014 1 Scalable solutions powered by experts! @w2scott ABOUT SEARCH INFLUENCE Helping customers successfully market online since 2006 through searche p g cus o e s success u y a e o e s ce 006 oug sea c engine optimization (SEO), social media, paid online advertising, and reputation management. Search Influence • 70+ in-house employees • 40+ contract writers • Google AdWords & Analytics Certified Staff Reputation • 2011 Inc. 500 honoree • 2012 & 2013 Inc. 5000 honoree • 2013 Inc. Hire Power Award Winner • Certified Google Partner • Recognized leader in search and social for local business • Over a decade in online media @searchinfluence Choosing the Right Partner
  • 2. 7/10/2014 2 OUR TEAM @searchinfluence • First website online in 1994 WILL SCOTTABOUT ME • Deployed over 2,500 customized web sites in 18 months (with a production staff of 12). • Former Vice President of YPsolutions • Deployed over 300 online yellow pages a year with print “look and feel” • Part of team which took SprintPart of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 month (in 2005) • Preaching the Gospel of Facebook Ads for local business since 2009 • Produced more than 150,000 pages of web copy in 2013 @w2scott Choosing the Right Partner
  • 3. 7/10/2014 3 BUILDING A COMPANY THAT SCALES @searchinfluence comScore March 2013 Top US Web Properties MOST VISITED SITES Google Sites Yahoo! Sites Microsoft Sites FacebookFacebook Amazon Sites http://goo.gl/ZiSwq @searchinfluence Choosing the Right Partner
  • 4. 7/10/2014 4 Most Searched comScore March 2013 Top Google Web Searches MOST SEARCHES facebook youtube yahoo yahoo mailyahoo mail facebook login http://goo.gl/YMjcI @searchinfluence “If you don’t like change, you’re going to like irrelevance even less.” David F. Jakielo Choosing the Right Partner
  • 5. 7/10/2014 5 @searchinfluence THE OPPORTUNITY “ ti t thi $2b“… estimates see this as a ~$2b opportunity for newspapers by 2016, accounting for ~40-50% of all digital revenue.” - BIA Kelsey @searchinfluence Choosing the Right Partner
  • 6. 7/10/2014 6 STEADY SHIFT TOWARD DIGITAL MEDIA 11.Source: BIA Kelsey 2014 MEDIA SHARE OF USAGE VS. SHARE OF AD DOLLARS 12. Source: KPCB Internet Trends Report 2014 Choosing the Right Partner
  • 7. 7/10/2014 7 NATIVE ADVERTISING POPULARITY IS GROWING • Publishers • Social Platforms • Brands • Agencies • Technology NATIVE ADVERTISING: PROS Choosing the Right Partner
  • 8. 7/10/2014 8 NATIVE ADVERTISING CAMPAIGNS: CRITICAL ELEMENTS FOR SUCCESS • Transparency & trust • Content strategy • Collaboration • Earned component • Content portability • Training • Ability to scale • Measurement Image source: https://flic.kr/p/5z71rH According to IAB’s Native Advertising Playbook 2014 TYPES OF NATIVE AD UNITS • In feed units • Paid search units • Recommendation units • Promoted listings • In-ad with native element units • Can’t be contained Choosing the Right Partner
  • 9. 7/10/2014 9 Includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets. US Digital Sponsorship Ad Spending Owned & Earned Media Channels Continue to Gain Traction SMBS ENGAGING WITH CONTENT-RELATED MEDIA CHANNELS Choosing the Right Partner
  • 10. 7/10/2014 10 Frequency of Updating Online Properties SMB’S UNEVEN EFFORTS TO MAINTAIN FRESH CONTENT Ways Business’ Online Properties Are Integrated SMB Content Integration a Work in Progress Choosing the Right Partner
  • 11. 7/10/2014 11 CONTENT MARKETING @searchinfluence TYPES OF CONTENT WE PRODUCE  Website content Website content  Optimized business descriptions  Neighborhood / community guides  Vertical guides  Sponsored editorial content  Infographics  Blogging  Newsletters E il k ti i E-mail marketing campaigns  Press releases  Social media posts  White papers  Journalistic editorial content  Video  More… Choosing the Right Partner
  • 12. 7/10/2014 12 CONTENT EXAMPLES @searchinfluence NEIGHBORHOOD /NEIGHBORHOOD / VERTICAL GUIDES @searchinfluence Choosing the Right Partner
  • 13. 7/10/2014 13 Content is Important @w2scott Choosing the Right Partner
  • 14. 7/10/2014 14 Choosing the Right Partner
  • 15. 7/10/2014 15 Content is Important / @searchinfluence Content is Important Choosing the Right Partner
  • 16. 7/10/2014 16 Content is Important @searchinfluence ONLINE PRESS RELEASES Choosing the Right Partner
  • 17. 7/10/2014 17 Choosing the Right Partner
  • 18. 7/10/2014 18 NATIVE ADS - NEWSFEED @w2scott Choosing the Right Partner
  • 19. 7/10/2014 19 Example Source: The Atlantic http://www.theatlantic.com/ Choosing the Right Partner
  • 20. 7/10/2014 20 Example Source: The New York Times http://www.nytimes.com/ SPONSORED BLOGS @searchinfluence Choosing the Right Partner
  • 21. 7/10/2014 21 Example Source: http://www.theonion.com/sponsored/insufferable-man-utters-words-craft-beer-movement,110/ Choosing the Right Partner
  • 22. 7/10/2014 22 BLOG CONTENT VIDEO @searchinfluence Choosing the Right Partner
  • 23. 7/10/2014 23 Great opportunity to Tell The Story And have customers tell their story Choosing the Right Partner
  • 24. 7/10/2014 24 Contact Forms VIDEOS @searchinfluence Choosing the Right Partner
  • 25. 7/10/2014 25 VIDEOS @searchinfluence VIDEOS @searchinfluence Choosing the Right Partner
  • 26. 7/10/2014 26 VIDEOS @searchinfluence Example Source: The Atlantic http://www.theatlantic.com/video/ Choosing the Right Partner
  • 27. 7/10/2014 27 Example Source: The Atlantic http://www.theatlantic.com/video/index/373700/is-trading-stocks-for-suckers/ Example Source: BuzzFeed http://www.buzzfeed.com/ Choosing the Right Partner
  • 28. 7/10/2014 28 Example Source: BuzzFeed http://www.buzzfeed.com/friskies/dear-kitten-vertical NON-TRADITIONAL / B2B @searchinfluence Choosing the Right Partner
  • 29. 7/10/2014 29 Choosing the Right Partner
  • 30. 7/10/2014 30 INFOGRAPHICS SOCIAL CONTENT Choosing the Right Partner
  • 31. 7/10/2014 31 SOCIAL CONTENT CONTENT CASE STUDY @searchinfluence Choosing the Right Partner
  • 32. 7/10/2014 32 The History: • LocateADoc.com is a directory and lead generator for doctors across the US, National Medical Directory CONTENT SUCCESS: INFOGRAPHICS Canada and Mexico. In 2012, they went through a site redesign and they lost online authority. Site traffic also decreased by 52%. The Approach: • An aggressive SEO and content marketing strategy was implemented including monthly infographics. The Results: • How to Give Yourself a Breast Exam was published 10/24/2012. • LocateADoc.com reported 10/24/2012 to be their 2nd highest day of new patient leads since the new site launchedleads since the new site launched. Highlights (1 Month Later): • 2,496 pageviews to the Infographic • The average time visitors spent on the page was 00:10:54, which is 1,275% above site average • Referral site traffic increased 15.2% THANK YOU! wscott@searchinfluence.com searchinfluence.com/blog @w2scott Choosing the Right Partner

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