How Local SEO + Influencer Retargeting are Delivering Record ROI
 

How Local SEO + Influencer Retargeting are Delivering Record ROI

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Digital marketers are challenged everyday to deliver ROI metrics which measure the effectiveness of new technologies, how Google updates impact their brands and how to successfully manage budget ...

Digital marketers are challenged everyday to deliver ROI metrics which measure the effectiveness of new technologies, how Google updates impact their brands and how to successfully manage budget dollars and tactics to prove lower CPAs (costs per actions).

Two digital marketing strategies that deliver a high number of conversions, at some of the lowest CPAs, are local SEO and influencer retargeting. While many brands are aware of the opportunity that exists with local search, few tap into the opportunity to advertise to their most valuable audience, social media users with significant reach who share the brand’s Web content – aka brand influencers.


Industry experts from Rio SEO will share customer case studies and industry data on lower CPAs being achieved from the combination of local SEO and influencer retargeting campaigns.

Attend this webcast and learn:

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 outperforms standard retargeting conversion rates up to 7x
How to identify, track and measure the impact of your brand influencers

Speakers:

Ginny Marvin, Contributing Editor, Search Engine Land and Marketing Land
Ben Straley, VP of Social Technologies, Rio SEO
Bill Connard, VP of Local Search Solutions, Rio SEO

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How Local SEO + Influencer Retargeting are Delivering Record ROI How Local SEO + Influencer Retargeting are Delivering Record ROI Presentation Transcript

  • 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
  • Viewing Tips Turn Off Pop-Up Blockers Technical difficulties?  Click on “Help?” link  Use Q+A box Submitting questions to speaker  Q+A session at end of webcast  Use “Ask a Question” box to submit questions  Send questions at any time  #DMDwc #RioSEO
  • Today’s Presenters Ginny Marvin, Contributing Editor, Search Engine Land and Marketing Land Bill Connard, VP of Local Search Solutions, Rio SEO Ben Straley, VP of Social Technologies, Rio SEO
  • What You’ll Learn  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
  • 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 multilocation distribution channels and partnerships. Co-founder and systems architect for Hero Industries
  • 6 Steps to Maximize Local Search 1. Local pages for each location 2. Mobile friendly local pages for each location 3. Automated Local SEO injected in local pages 4. Local listing management software to optimize feeds 5. Google, Yahoo, and Bing Map Management 6. Optimize claimed listings on all Data Aggregators
  • Local Search Across Devices 4X 30B 94% 2/3 The number of local searches on mobile devices quadrupled in 2012 (Local Search Association) Of the estimated 30 billion annual mobile searches, about 12 billion are local searches (Search Engine Land) percent of smartphone owners look for local information on their phone (Televox) Two-thirds of in-store shoppers prefer mobile sites to apps (Google - Mobile In store)
  • Local Search Strategy & Cost Local Search Strategy 1. 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 Costs 1. Data Aggregator Subscriptions • 2. InfoUSA, Localeze, Acxiom, Yext 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 analytics 1. 4. Driving directions, click to call, etc. 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 Tagged URL Your Social Audience 1°Influencer 2°Influencers Social Visitors
  • The Potential of Social WOMM Benchmarks Insight Action The % of social referrals from URL copy/paste and “native mobile” Responsive content The % of audience that refers others: the “Influencers” Identify these users 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! 90% 1% 1:15
  • Tying Social to Local Strategy Tag Deploy Tag & Trace™ Grow Grow Your Social Audience with Sharing Influencers + Retargeting = Up to Target Retarget Influencers & Lookalikes 5X better conversion rates!
  • Thank You! Questions? www.rioseo.com http://digitalmarketingdepot.com webcasts@digitalmarketingdepot.com #DMD #DMD #SocialROI #LocalSearch