Confidential, Property of Search Influence, LLC © 2013
@w2scott Presented to PAGE Cooperative
Expand Your Share of Wallet ...
Confidential, Property of Search Influence, LLC © 2013
@w2scott Presented to PAGE Cooperative
About Me: Will Scott
• First...
Confidential, Property of Search Influence, LLC © 2013
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About Search Influence
Helpi...
Confidential, Property of Search Influence, LLC © 2013
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Newspapers seem to have
the ...
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The Volume of Print Advertis...
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While the Digital Opportunit...
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How Much Increase?
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The Opportunity
“Some estima...
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The Pie Is Growing with Digi...
Confidential, Property of Search Influence, LLC © 2013
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Image Source: http://www.dog...
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Image Source: http://www.myt...
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Image Source: http://www.dog...
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Image Source: http://coupons...
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Image Source: http://www.how...
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Image Source: http://www.thi...
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You Should.
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Are You Meeting Your
Adverti...
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Chances Are…
Someone ELSE Al...
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@w2scott Presented to PAGE CooperativeImage Source: http://frattall...
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@w2scott Presented to PAGE CooperativeImage Source: http://www.dogb...
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How Will You Stand Out?
Imag...
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Image Sources: http://zumbaw...
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How Will You Position
These ...
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Image Sources: http://www.do...
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Image Sources: http://reales...
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What Will You Sell?
SEO
Soci...
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What is Your Current
Digital...
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“If you don’t like change,
y...
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Why Do You Need to Do It?
Im...
Confidential, Property of Search Influence, LLC © 2013
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Expanding Your Share of Wall...
Confidential, Property of Search Influence, LLC © 2013
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Search engine optimization
A...
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Search Engine Market Share
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Understanding the Search Res...
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Source: Optify Study, Decemb...
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Local Search:
More Important...
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Local Search:
More Important...
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The Anatomy of NAP
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Content – Invisible Content
...
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Title Tag
URL Permalink
Call...
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Offsite SEO Tactics
•Quality...
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SEO Client Success
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The History:
• The client ha...
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The History:
• Goal = improv...
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FACEBOOK, KIND OF A BIG DEAL...
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ContentVehicle
Image Source:...
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Most Visited
http://goo.gl/Z...
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Most Searched
http://goo.gl/...
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http://www.checkfacebook.com/
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http://goo.gl/c2YFU
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Confidential, Property of Search Influence, LLC © 2013
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how quickly things change
Re...
55
Proprietary and Confidential. Copyright © 2012 BIA/Kelsey. All Rights Reserved.
Primary Purpose of Facebook Page For SM...
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Not All Content Is Equal
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Not All Images Are Equal
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Not All Updates Are Equal
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SOME PEOPLE HAVE TO PAY FOR ...
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Just because you paid for it...
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Why Pay for It?
• EdgeRank –...
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PAYING FOR LOVE
Kick-startin...
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What are Facebook Ads?
Image...
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Marketplace Ads
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Sponsored Stories
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Like Ads
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Promoted Posts
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Does it work?
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CREATIVITY COUNTS
Catch thei...
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Custom Branding
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CASE STUDY
Proof, Meet Puddi...
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The Swan Center for Plastic ...
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The Situation
• The Swan Cen...
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Rubber, Meet Road
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Swan Center
Potential Custom...
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How does this Translate to R...
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SELLING DIGITAL
The Challeng...
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Changes are Coming
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The Pie Is Growing with Digi...
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Everyone Focuses on
the Prob...
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You Need to Focus on the
SOL...
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You Will Need to Answer:
•Is...
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Considerations for Going Dig...
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Give Your Advertisers the Co...
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Make Digital Your Cash Cow
I...
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Why You Want to Do It
•Easy ...
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Benefits to Media Partners
W...
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Customer Dashboard
Advertise...
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Expanding Your Share of Wall...
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It Means…
•Local search is a...
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Keep Advertisers Happy
Image...
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Listen to Their Needs
Image ...
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Change to Suit Their
Changin...
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Don’t Leave Them Out in the ...
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And They Will be Your Best F...
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SEARCH INFLUENCE
Scalable So...
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Our Team
55Employees
(In-Hou...
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Account Management
19Account...
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Online Advertising
2Online
A...
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Sales & Administration
Googl...
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Production Team
17Production...
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Development Team
9Web Develo...
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Extended Team
70+Contract Wo...
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White Label Partners
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White Label Partners
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Will Scott
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Expand Your Share of Wallet & Go Digital!

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Search Influence CEO Will Scott presented "Expand Your Share of Wallet Go Digital!" to PAGE Cooperative members on August 28, 2013. Scott discussed how the opportunity for digital solutions is increasing and how newspapers should implement these solutions to their advertising platforms in order to remain relevant in their industries. He explained best practices for search engine optimization (SEO) on and off of an advertisers’ website and how to leverage social media outlets to make these advertisers more visible in their desired markets, which will allow for better engagement and relationships with their advertisers while promoting brand awareness among consumers. Scott also explained the process of how to sell digital and incorporate it into a newspaper’s sales program.

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  • What this chart from Borrell shows is the newspaper ad spending trend vs. the digital ad spending trend. And for as much as print has declined, that decline is expected to flatten over the next few years- its still a very viable product that generates results. This year, Borrell projects that digital ad spend will outpace newspaper spend and hence the push for everyone to invest in all the different options and platforms.
  • Is it large or small?
  • You are the big dog in your market. (Clifford)
  • You are the source that is everything local to them. You’ve been providing them ads for as long as they can remember
  • And…your brand is distinctive in the market. They would choose you over competition over and over again
  • You’ve consistently fed them new customers/leads, right? This is why they come back to you for their advertising needs, if you didn’t work, they wouldn’t work with you.
  • You may be giving advertisers everything you think they want, but are you giving them what they need? When your reps meet with them to discuss their ad selection this month, will they be asking where the rest of their advertising budget goes?
  • Don’t you want that extra share of wallet?
  • As the Advertiser needs change it’s your role to grow & evolve with them. If you are intuitively meeting their needs currently? The data says your advertisers NEED digital, are you listening to them?
  • Your competition is gaining traction on you & broadening their market share, the opportunity is there for you…will you take advantage of it or will you be left out?
  • There is market exhaust, your Advertisers are hearing about these products and don’t know where to turn The average local business gets 4-5 sales calls / week Many advertisers are budget sensitive But some aren’t Budgets: From less than $3,000 / year up to greater than $3,000 / month Advertisers know they need it Solutions must be easy to sell Solutions must have an easy upgrade path
  • Are you positioning yourself as the local expert who will provide solutions to help your advertisers grow? (you do this already)
  • Can you sell it like traditional advertising? Can you build it in house? Building it: Need experienced digital talent Must invest to build to scale Must be ready to adapt to change Investment to build team: $200,000 - $5 million
  • Will digital be a value added product to your core?
  • Will you bundle or a la carte these solutions? To bundle or not to bundle
  • On-site training 2 half days of training Webinar training Continuing education In-market seminars 4-legged sales calls Field Training
  • Your market precipitates what solutions are ideal for your advertisers, if you give them (and the sales reps) too much it becomes even more confusing. We train your team to be expert consultative sellers to come up with guided recommendations for your markets
  • If you can’t answer this…
  • you should keep this quote in mind…
  • Easy way to stay relevant in a digital world Because everyone is doing it… If you don’t you will be left out. Build new business and appeal to existing advertisers too Wider Reach Sell to more advertisers Recurring Revenue Give the people what they want Good margins
  • Pay attention to the next slides and I will tell you how
  • What is SEO? Organic Vs. Paid Vs. Local Organic Results are found on the Left hand side of the Page Local also known as Maps results Integrated -  hybrid of Local and Organic Paid Search, Results on the right side of the page and in the yellow box above Organic Through on site and off site techniques, we improve the rankings of your site.
  • Why is SEO Important? The organic results are more trusted by search engine users. The numbers prove this to be true: 60 - 80% of searchers click on organic results 90% do not leave page one   Some studies show it as high as 97%
  • For
  • Consistency is key. NAP is local Search fingerprint
  • The title tag ALONE has moved sites from nowhere to page 1.
  • Writing keyword rich & optimized content
  • OFFSITE Press releases are a great way to attain quality links offsite
  • Update? – Choose another case study?
  • What is Social Media? I’d like to reset your thinking on “what is Social Media” Social Media is a vehicle for content. Whether it’s an update shared by you or me, or a photo, video or link, we’re all there to produce and interact with content. Hopefully, your customers will cast their content on the waters and it will come back to them multiplied.
  • Why should an SMB include social media in their marketing strategy? It’s everywhere It’s how people spend their time online Facebook is among the most visited websites in the country, second only to Google, Yahoo and Microsoft sites.
  • Why should an SMB include social media in their marketing strategy? It’s everywhere It’s how people spend their time online Facebook is among the most visited websites in the country, second only to Google, Yahoo and Microsoft sites.
  • Many SMBs join social media with the objective of acquiring new customers. In this BIAKelsey survey, ~42% of respondents said this was their primary purpose. Many of those same SMBs end up feeling dejected after spending money to market themselves on social media without seeing a return by way of leads. Remember that social media is a place to engage with customers and potential customers and build brand awareness. When done right, social media can be a great avenue for new leads, but the primary objective should always be building brand awareness (or else you may end up with an unhappy customer). Look for a meme to insert inbetween here… something about brand ambassadors or engagement (see: blog post in drafts)
  • Sometimes however, you have to buy the love. And the great news is that Facebook now has easier to use tools to help you do that.
  • Affinity
  • Page, Content or Event
  • New Facebook Rule – no more than 20% of image can be text
  • 40% of SMB’s plan digital spending hike for 2013
  • Pay attention to the next slides and I will tell you how
  • Give them what they NEED
  • Listen & let them tell you what they need
  • Don’t be afraid of change – your evolution will make you most relevant!
  • They will be loyal to you forever.
  • 19 Account Managers Blue – Google Analytics Certified Yellow – Google AdWords Certified
  • 2 Paid Online Advertising Blue – Google Analytics Certified Yellow – Google AdWords Certified
  • 8 Employees Blue – Google Analytics Certified (Amy)
  • 17 employees 55 in-house employees
  • 9 employees Blue – Google Analytics Certified (Leigh) Yellow – Google AdWords Certified
  • 70 contract workers
  • Expand Your Share of Wallet & Go Digital!

    1. 1. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Expand Your Share of Wallet Go Digital! Will Scott, CEO, Search Influence
    2. 2. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative About Me: Will Scott • First website online in 1994 • Deployed over 2,500 customized web sites in 18 months (with a production staff of 12). • Former Vice President of YPsolutions (now Local Matters) • Online Directory vendor to 20 independent Yellow Pages • Deployed over 300 online yellow pages a year with print “look and feel” • Part of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 month • Uniquely qualified to help improve media companies’ online products
    3. 3. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative About Search Influence Helping customers successfully market online since 2006 We work with thousands of clients, directly and as a white-label provider to major national media companies. “Scalable Solutions Powered by Experts” Search Influence: 50+ full-time employees 70+ contract writers 12 AdWords Certified Staff Reputation: 2011 Inc. 500 honoree Recognized leader in search and social for local business Over a decade in online media
    4. 4. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Newspapers seem to have the same old problem… http://gawker.com/5063259/old-newspapers-had-enough-news-to-kill-a-dog
    5. 5. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative The Volume of Print Advertisers is Decreasing…
    6. 6. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative While the Digital Opportunity is Increasing… (incrementally)
    7. 7. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative How Much Increase?
    8. 8. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative The Opportunity “Some estimates see this as a ~$2B newspaper opportunity by 2016, accounting for ~40-50% of all digital revenue.” -BIA Kelsey
    9. 9. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative The Pie Is Growing with Digital
    10. 10. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Image Source: http://www.dogs4dogs.com/truth4dogs.html So, How Much Market Share Do You Already Have?
    11. 11. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Image Source: http://www.myteacherpages.com/webpages/room103/literature.cfm?subpage=371461 Chances Are...
    12. 12. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Image Source: http://www.dogster.com/the-scoop/survey-says-people-hug-dogs-more-than-other-people Because… Your Advertisers Trust You!
    13. 13. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Image Source: http://coupons-kingdom.com/alpo-dog-food-coupons/ And… Your Advertisers Know You!
    14. 14. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Image Source: http://www.howtobuydogfood.com/ Customers Plus… You’ve Been Feeding Them for Awhile
    15. 15. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Image Source: http://www.things4yourdog.com/puppy-packages But, Are YOU Giving THEM Everything they NEED?
    16. 16. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative You Should.
    17. 17. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE CooperativeImage Sources: http://skymallrev.blogspot.com/2011_05_01_archive.html; http://www.whig.com/story/14292061/save-money-on-your-dogs-medicine; http://www.dogsandbabieslearning.com/2011/01/09/help-my-dog-is-sulky-with-toddler/ Your Advertisers Needs Are Changing
    18. 18. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Are You Meeting Your Advertisers’ Growing Needs?
    19. 19. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE CooperativeImage Source: http://www.petango.com/Forms/Bloglanding.aspx?month=042012/ If You Aren’t…
    20. 20. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Chances Are… Someone ELSE Already is! Image Source: http://www.cartooncliparts.com/picture/dog-817/000033865657
    21. 21. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE CooperativeImage Source: http://frattallones.com/twincitiespetfoodwarehouse.com/ There are Many Choices…
    22. 22. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE CooperativeImage Source: http://www.dogblogpedia.com/avoid-table-scraps-in-your-dogs-diet-2 Are You the Obvious One?
    23. 23. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative How Will You Stand Out? Image Source: http://www.redbubble.com/people/chockstone/works/5717100-sheep-dog-working-the-flock-logan-australia
    24. 24. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Image Sources: http://zumbawithjennyk.wordpress.com/
    25. 25. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative How Will You Position These Solutions? Image Sources: http://www.funny16.com/funny-dog-pictures/cute-puppy-dogs-wearing-sweaters/ http://supercuter.com/cute-dog-in-shopping-card/
    26. 26. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Image Sources: http://www.doginstructor.com/ How Will You Train Your Team?
    27. 27. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Image Sources: http://realestategeezer.com/2011/08/30/co-op-board-interviews-for-pets/ How Will You Educate your Advertisers?
    28. 28. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative What Will You Sell? SEO Social Media Display PPC E-mail Marketing Reputation
    29. 29. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative What is Your Current Digital Share of Wallet? Image Source: http://www.sarahbundy.com/mcommerce-digital-wallets-performance-marketing/
    30. 30. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative “If you don’t like change, you’re going to like irrelevance even less.” David F. Jakielo
    31. 31. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Why Do You Need to Do It? Image Source: http://www.spokesman.com/blogs/hbo/2013/jan/24/canine-conga-line/
    32. 32. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Expanding Your Share of Wallet by Going Digital: Social How Can You Do It? Image Source: http://naturaldogtales.com/paying-attention-to-dog-skin-problems/
    33. 33. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Search engine optimization Also known as SEO
    34. 34. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Search Engine Market Share
    35. 35. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Understanding the Search Results PAID Search Results LOCAL Search Results ORGANIC Search Results
    36. 36. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Source: Optify Study, December 2010 37% of clicks go to the #1 position 60% of clicks go to the top 3 90% of clicks go to sites on page 1 Why is SEO Important?
    37. 37. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Local Search: More Important Than Ever
    38. 38. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Local Search: More Important Than Ever
    39. 39. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative The Anatomy of NAP
    40. 40. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Content – Invisible Content •Title Tag • MOST IMPORTANT TEXT ON PAGE •Meta Description • Low ranking value; high marketing value •Meta Keywords • Widely ignored; still useful in lesser search engines •Image Alt Tags • Most valuable in image search; critical for search in image based navigation
    41. 41. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Title Tag URL Permalink Call to Action Heading Tags Anchor Text & Intern Links Optimized Content Contact Form ALT Tags
    42. 42. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Offsite SEO Tactics •Quality Links •Quality Content •Viral Content •Infographics •Video •Guest Blogging •Social Bookmarking
    43. 43. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative
    44. 44. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative SEO Client Success
    45. 45. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative The History: • The client had little to no online presence prior to SEO • Goal = improve local visibility and volume of phone calls & walk in clients The Approach: • 10 Keyword Package • Keyword-rich content and optimizations on site. Off-site link building and directory submissions The Results: • After 1 year, the client ranked on the first page of Search Results on Google, Google Maps or Bing for 202 tracked keywords SEO Success Keyword May 2011 May 2012 Mazda 6 Reading PA Not in first 30 1 Used Mazda Reading PA Not in first 30 1 Reading PA new Mazda Not in first 30 1 Mazda Dealership in Reading, PA
    46. 46. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative The History: • Goal = improve local visibility and volume of phone calls & walk in clients The Approach: • 5 Keyword, 1 Location Package • Keyword-rich content and optimizations on site. Off-site link building and directory submissions The Results: • After 1 year, the client ranked on the first page of Search Results on Google, Google Maps or Bing for 36 tracked keywords SEO Success Keyword Feb 2012 Feb 2013 Pediatric Dentist Maine 16 2 Mainecare Pediatric Dentistry Not in first 30 1 Pediatric Dentist Mainecare Not in first 30 1 Falmouth Pediatric Dentistry in Falmouth, ME
    47. 47. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative FACEBOOK, KIND OF A BIG DEAL Why the social network with 1.1B members?
    48. 48. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative ContentVehicle Image Source: http://www.flickr.com/photos/natechristenson/3446947540/
    49. 49. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Most Visited http://goo.gl/ZiSwq
    50. 50. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Most Searched http://goo.gl/YMjcI
    51. 51. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative http://www.checkfacebook.com/
    52. 52. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative http://goo.gl/c2YFU
    53. 53. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative
    54. 54. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative how quickly things change Rewind
    55. 55. 55 Proprietary and Confidential. Copyright © 2012 BIA/Kelsey. All Rights Reserved. Primary Purpose of Facebook Page For SMBs Sample Size = 113 Some cell sizes may be small and/or findings not statistically significant. Source: LCM Wave 15, Q4 2011 (and prior waves, if relevant). Methodology: Online panel. Cosponsor: ConStat. To better understand the purpose of SMBs’ business-specific Facebook Pages, we presented several potential purposes to respondents with Pages, and asked them to tell us which was their primary purpose of their Facebook Page.
    56. 56. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Not All Content Is Equal
    57. 57. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Not All Images Are Equal
    58. 58. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Not All Updates Are Equal
    59. 59. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative SOME PEOPLE HAVE TO PAY FOR IT Tying a Steak Around Your Neck
    60. 60. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Just because you paid for it, doesn’t make it less satisfying
    61. 61. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative
    62. 62. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Why Pay for It? • EdgeRank – Facebook’s Visibility Algorithm • Affinity, Time Decay and Weight • The more connections and the more interaction, the more likely your content is seen • Organic EdgeRank has been diminished • Only ~10% of your fans will see an update • New ad units can reinvigorate EdgeRank • If a tree falls in the forest and there’s no one there to hear… http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerankEdgeRank is Dead! http://searchenginewatch.com /article/2291146/EdgeRank-is-Dead-Long-Live-Facebooks-EdgeRank-Algorithm
    63. 63. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative
    64. 64. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative PAYING FOR LOVE Kick-starting Discovery
    65. 65. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative What are Facebook Ads? Image Source: http://www.intouchsol.com/insights/articles/03-09-12/The_Evolution_of_Facebook_Advertising.aspx
    66. 66. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Marketplace Ads
    67. 67. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Sponsored Stories
    68. 68. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Like Ads
    69. 69. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Promoted Posts
    70. 70. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Does it work?
    71. 71. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative
    72. 72. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative CREATIVITY COUNTS Catch their attention
    73. 73. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Custom Branding
    74. 74. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative CASE STUDY Proof, Meet Pudding
    75. 75. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative The Swan Center for Plastic Surgery
    76. 76. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative The Situation • The Swan Center was barely on Facebook • Posting and responding were not driving Likes • As a promotional tactic, the Swan Center decided to host an open house • We offered to help drive sign-ups from Facebook
    77. 77. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Rubber, Meet Road
    78. 78. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Swan Center Potential Customer Existing Customer
    79. 79. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative How does this Translate to ROI Total Forms: 141 Total Calls: 42 Total Leads: 183 Cost per Lead: $16.39 Revenues for Facebook: $135,000 Goal Conversion Rate for Facebook campaign of 4.72% is 25.52% higher than the site average of 3.76% Conversion Rate: 25% Swan Center
    80. 80. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative SELLING DIGITAL The Challenge of The Local Digital Market
    81. 81. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Changes are Coming
    82. 82. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative The Pie Is Growing with Digital
    83. 83. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Everyone Focuses on the Problem Image Source: http://www.sheknows.com/pets-and-animals/articles/996667/is-pet-insurance-necessary
    84. 84. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative You Need to Focus on the SOLUTION. Image Source: http://www.eimacs.com/blog/2012/02/math-detective-story-max-the-lost-dog/
    85. 85. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative You Will Need to Answer: •Is this something my advertisers want? • Answer: YES! •Who will manage the process? •How will we measure success? •Can I make money with this? • Again, YES! •Should we in-house or outsource? •Will my sales force sell digital?
    86. 86. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Considerations for Going Digital •Can you sell it like traditional advertising? •To bundle or not to bundle •Can you build it in house? •Building it: •Need experienced digital talent •Must invest to build to scale •Must be ready to adapt to change •Investment to build team: $200,000 - $5 million
    87. 87. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Give Your Advertisers the Competitive Advantage…They Need Image Source: http://www.onedirt.com/news/friday-racing-funny-racing-dog-teaches-us-all-a-lesson/
    88. 88. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Make Digital Your Cash Cow Image Source: http://www.sheknows.com/pets-and-animals/articles/996667/is-pet-insurance-necessary
    89. 89. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Why You Want to Do It •Easy way to stay relevant in a digital world •Wider Reach •Sell to more advertisers •Recurring Revenue •Give the people what they want •Good margins •Millenials Are Coming •Your Advertisers Want Digital
    90. 90. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Benefits to Media Partners White Label Customer Dashboard Branded Marketing Materials On-site Sales Training (optional) Monthly Reporting Dedicated Corporate Support Expert In-House Fulfillment Confidential, Property of Search Influence, LLC © 2013 How Can We Help?
    91. 91. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Customer Dashboard Advertiser view of success metrics. May include: •Website Visits •Calls / Emails •Search Engine Rank •Historical Comparisons
    92. 92. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Expanding Your Share of Wallet by Going Digital: Social What Does All of This Mean? Image Source: http://thelittlethings14.blogspot.com/
    93. 93. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative It Means… •Local search is a critical advertising medium. Your advertisers need it. •Your advertisers are getting sold Online Marketing Products already. •Because of your relationships, advertisers rely on you as the expert in local advertising. • We can make you the expert in Online Marketing too!
    94. 94. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Keep Advertisers Happy Image Source: http://doblelol.com/3/smiling-dog-funny.htm
    95. 95. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Listen to Their Needs Image Source: http://www.boomtowne.com/Blog/post/2012/09/25/How-to-get-your-Dog-to-Pay-attention-to-you.aspx
    96. 96. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Change to Suit Their Changing Needs Image Source: http://www.costumecraze.com/DOG133.html
    97. 97. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Don’t Leave Them Out in the Cold Image Source: http://blog.lookbetteronline.com/2012/05/does-online-dating-make-you-feel-like-a-lonely-dog-left-out-in-the-rain/
    98. 98. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative And They Will be Your Best Friend Image Source: http://blog-photos.dogvacay.com/wp-content/uploads/2012/03/Photoxpress_23796349.jpg
    99. 99. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative SEARCH INFLUENCE Scalable Solutions Powered by Experts
    100. 100. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Our Team 55Employees (In-House)
    101. 101. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Account Management 19Account Managers Google AdWords Certified Google Analytics Certified
    102. 102. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Online Advertising 2Online Advertising Specialists Google AdWords Certified
    103. 103. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Sales & Administration Google Analytics Certified 8Sales/Admin Employees
    104. 104. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Production Team 17Production & Quality Assurance
    105. 105. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Development Team 9Web Developers Google Analytics Certified
    106. 106. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Extended Team 70+Contract Workers
    107. 107. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative White Label Partners
    108. 108. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative White Label Partners
    109. 109. Confidential, Property of Search Influence, LLC © 2013 @w2scott Presented to PAGE Cooperative Thank you! Will Scott • searchinfluence.com/blog • wscott@searchinfluence.com • twitter.com/w2scott
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