How Directory Publishers Use Business Listing Requests as Digital Sales Leads, an ADP webinar sponsored and hosted by MakeItLocal Marketing and Comporium Media Services.

1. ADP PUBLISHER
WEBINAR
S P O N S O R E D B Y
February 16, 2017
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2. HOW TO USE
DIRECTORY
LISTING
REQUESTS
TO S E L L D I G I TA L M E D I A S E RV I C E S
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3. OUR AGENDA
• Webinar Start 2:00 EST
• Introductions 5 minutes
• PresentToday’s Topics 25 minutes
• Recap – Summary 5 minutes
• Questions & Answers 10 minutes
• Adjourn 2:45 EST
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4. INTRODUCTIONS TO
PRESENTERS
MAKEITLOCAL MARKETING
Internet DirectoryTechnology Provider,
Publishing Platform & Business Center
SCOTT FEDER
President & Managing Partner
703.505.8448
scott@makeitlocalmarketing.com
www.makeitlocalmarketing.com
COMPORIUM MEDIA SERVICES
Directory Publisher, Sales Agency and Digital
Media Fulfillment Partner
DAVID LITTLE
SeniorVice President of Sales
803.326.2645
david.little@comporium.com
www.comporium.com
Partner Member
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5. TOPICS OF CONVERSATION
• We are going to share how publishers, like Comporium Media
Services, utilize directory listings requests as fuel for their sales teams
– Describe how the process works
– Explain how listing requests are used for discovery
– Show how new digital sales opportunities can be uncovered
– Talk about formulating recommendations for advertisers based on a
consultative sales approach
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6. U.S. DI RECTORY
LI STI NGSDIRECTORY LISTINGS
MANAGEMENT
• Used by Print Publishers forYears as
Yellow Pages sales leads
• Now an Important Part of Digital
Marketing (SEO)
• Quickly Becoming a New Revenue
Stream for Internet Directory Publishers
• Over 14 million business
listings
• Estimated 20% change every
year
• 56% not claimed on Google
• 66% not claimed onYelp
• 80% not claimed on BBB,
Bing,Yahoo, orYP.com
http://searchengineland.com/top-10-local-search-insights-2016-264163
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7. DIRECTORY LISTINGS
CASE IN POINT
• Local businesses are submitting online listings requests and profile
changes to Directory Publishers
• Comporium receives a steady flow of these adds/changes/deletes
via the MakeItLocal.com U.S. Business Directory
• Listings requests are quickly passed to the local sales teams for
verification, discovery and needs assessment
https://www.makeitlocal.com 7

8. STEP 1. DISCOVERY
SALES PROCESS
• At this point, the sales reps are getting
prepared to call their “prospects”
– Verify that the information submitted
appears correct (NAP, plus IYP heading)
– Find out what information is missing
(website, social media links, e-mail address,
etc.)
– Become familiar with the business,
products/services, their digital footprint and
web presence.
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9. SALES TOOLS
LISTINGS MANAGEMENT
• Our sales teams show how
we can programmatically
submit listings to all major
directories, search engines
and content aggregators
– In addition to a free
snapshot report, we show
how our listing syndication
service can make it easier for
the business to be listed
everywhere
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10. STEP 2. NEEDS ASSESSMENT
DIGITAL CHECKUP
NEED STATUS SALES APPROACH TIPS
WEBSITE
NoWebsite?
• Recommend a landing page in Internet
directory or explore website development
• 46% of consumers feel website design is
the top criterion for deciding whether a
company is credible or not.
HaveWebsite?
• Test site performance for speed, mobility
and security.
• If site is slow, not mobile friendly, or
secure they’re not in the game.
• Check out visibility in local search. • Do they show up in Google when
searching for their products/services?
https://?
Speed Mobility Security Visibility
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11. STEP 2. NEEDS ASSESSMENT
CONTINUED
• A company’s content strategy has a big impact on Internet visibility.
• On page/off page content should be unique, updated and support key search terms.
NEED STATUS SALES APPROACH TIPS
SOCIAL
MEDIA
No Social
Media?
• Explain importance of being social and
recommend channels for connecting with
business or consumers.
• Talk about the value of social media marketing,
customer reviews and Internet videos. Are they
interested in expanding online?
Have Social
Media?
• Check social pages and their blog to see if
they’re being updated.
• Ask about their content strategy. Do they need help
making updates? Do they subscribe to any reputation
management services?
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12. STEP 3. MAKING THE CALL
“Thank you for reaching out. I’m calling to confirm everything that you
submitted to us online. You must realize the value of online directory listings.
It’s a great way to be seen on our site and to boost page rank on search engines.”
• IMPORTANT: This is not a cold call, since the business is making a request to the
publisher. Primary purpose is to verify the information that’s been submitted and
then lead into a discussion about listings syndication and other digital services.
Tip: Use a Listings Scan
Tool to check the
prospect’s listings before
the call.
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13. MAKING THE CALL
CONTINUED
Probing Questions:
• Where do you want to be listed in our Internet
directory?
• What locations are you targeting for new business?
• We noticed that you didn’t submit a website address,
Facebook page, etc. -- do you want to include those
too?
• Is this an address change or are you opening a new
location?
• How are you planning to update your listings
everywhere else?
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14. PUBLISHER INTERNET DIRECTORY
LANDING PAGES
• Third-party listings are becoming de facto home pages
• Explain benefits of “in print and online” ad strategy
• Outline features and benefits of Internet directory
• Propose local advertising packages
Display Banner Ads
Contextual Ads
Featured Directory Advertiser
Box Display Ads
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15. SALES APPROACH
BEST PRACTICES
• Adopt a consultative sales approach
– Ask questions and listen
– Explain what it takes to achieve the best digital marketing results
– Show any apparent gaps in their digital marketing strategies and tactics
– Make recommendations based on discovery and needs assessment
– Share success stories
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16. SALES APPROACH
CONTINUED
• Share information about best practices and continue to ask
questions
– SEO: Visibility depends on site performance
“How well is your website working for you?”
“How many leads do you generate?”
– Social Media: important to have good reputation online
“How are you monitoring the web?”
“Do you know what customers say about you online?”
“Are you getting alerts whenever you for mentioned?”
“What are you doing to get people to make ratings, recommendations and reviews?”
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17. WHAT TO DO WHEN THE CUSTOMER
SEEMS TO HAVE EVERYTHING?
• InternetVideos: An easy way to showcase a business and tell your story
• Mobile Marketing: SMS – Text Marketing is a great way to build loyalty
• Google AdWords: Pay-Per-Click Campaigns can generate news leads immediately
• Facebook Advertising: Cost effective way to segment, target, reach desired audience
• Display Ad Retargeting: It’s hot right now, are they doing it yet? If so, how much do
they pay (CPM)? Can you save them money?
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18. SUMMARY
• Treat listings requests like gold
• SMB’s that contact your directory website, found it online
• It’s a great opportunity to reach out and share information
• Explore what interests them most
• Explain the gaps in their digital strategy
• Find ways to help
– Tip: share as much information as possible without overloading them
– Schedule follow-ups to discuss proposals, next steps
– Move towards close; ask for referrals
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19. QUESTIONS &
ANSWERS?
A S K U S A N Y T H I N G
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20. ABOUT US
• MakeItLocal Marketing is the official technology
partner, business development and digital marketing
affiliate for MakeItLocal.com, a U.S. business
directory which is managed by a strategic alliance
between Shrewd Marketing LLC and Comporium
Media Services.
• We partner with directory publishers and local
media companies to deliver digital marketing
services that generate leads for small business
owners.
• MakeItLocal.com is a lead generator available as a
co-brand or white label Internet Directory
publishing solution and digital marketing suite.
www.makeitlocalmarketing.com
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21. DIRECTORY, VIDEO, WEBSITE
PRODUCTION
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22. DIGITAL MARKETING SERVICES
MAKEITLOCALMARKETING.COM
LISTINGS MANAGEMENT ADVERTISING CAMPAIGNS MEDIA SERVICES
Directory Listings Syndication Google AdWords Video Production
Business Profiles - Landing Pages Facebook Advertising Featured Videos
Snapshot Reports Targeted Display Ads YouTube Channel
YELLOW PAGES ONLINE VISIBILITY MANAGEMENT PUBLISHER SERVICES
Internet YP Advertising Content - Blogs Outbound Telesales
Contextual Ads Social Media Management Ad Composition
Featured Business Ads Reputation Intelligence Graphics Production
Banner Display Ads Reviews Management Pagination
Display Box Ads Search Engine Optimization Website Design & Hosting
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23. FOR MORE INFORMATION
• Contact us about lead generation, publisher services and
exclusive sales territories in your neighborhood or local
markets.
• And be sure to check out theseYouTube videos!
https://youtu.be/qNn0H1_DCp4 https://youtu.be/Sit7JFx95Fshttps://youtu.be/HFCxN2jYM3c
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24. THANK YOU!
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