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Lion webinar jan2016_final
- 1. + Local Business Directories, Readership and Revenue Scott Barnett scott@bizyhood.com @scottabarnett
- 2. + LION Webinar – Wednesday, January 16, 2016 Agenda • Goals • Why a Business Directory • Beyond the Business Directory – Search, Mobile, Engagement • Getting Started – Racine County Eye • Getting Started – Oakland County Moms • Getting Started – Red Bank Green / Sifter • Q&A / Wrap-Up
- 3. + LION Webinar – Wednesday, January 16, 2016 Goals • Why a Business Directory is not enough • The complements to a Business Directory you must do • Differentiate between Advertising and Engagement • Who are your online friends (and enemies) • The importance of mobile, search, and how you can win as a hyperlocal publisher
- 4. + LION Webinar – Wednesday, January 16, 2016 What value is a Business Directory? Create a Directory Get Businesses to Pay for a Listing Put Ads in the Directory
- 5. + LION Webinar – Wednesday, January 16, 2016 What value is a Business Directory? Create a Directory Get Businesses to Pay for a Listing Put Ads in the Directory
- 6. + LION Webinar – Wednesday, January 16, 2016 Business Directory Issues • There are > 200 business directories in the US alone (http://www.localvisibilitysystem.com/definitive-local-search-citations/#us) • Listings without engagement will not help your SEO • Advertising on directory sites is beyond dead, especially on mobile
- 7. + LION Webinar – Wednesday, January 16, 2016 Business Directory Focus • Accurate – a complete list of businesses, fully categorized • Editable – Updates should be done by the Publisher and Business Owner ONLY • Service Area – Business owners want to be known in their service area, not just the town they are based. • Dedicated Page – each business gets their own page on your site.
- 8. + LION Webinar – Wednesday, January 16, 2016 Beyond the Business Directory • Let search engines know you have an authoritative directory • Create engagement (e.g. user generated content) in the directory • Offer ways for business owners to create content that can be referenced throughout your site • Keep people ON YOUR SITE
- 9. + LION Webinar – Wednesday, January 16, 2016 Search • > 50% of all searches are now on mobile • Google searches for “near me” surged 34x since 2011 (and they love directories to provide the answer) • Are you a destination for search? • Are you tying intent to decision?
- 10. + LION Webinar – Wednesday, January 16, 2016 Mobile • ~60% of visits to your site are coming from mobile • Banner/Display ads will not port to mobile well • The business directory listing is the new “full page ad.” Combine it with search for a powerful new offering
- 11. + LION Webinar – Wednesday, January 16, 2016 Local Publishers’ Benefit • You are the greatest authority on local. Greater than Yelp, Angie’s List, Google! • You provide curation that no other site/solution offers • The area you want to dominate is small enough that you can beat the big boys • Keeping readers on YOUR site increases your authority. Don’t push people to other sites to find out what’s going on locally.
- 12. + LION Webinar – Wednesday, January 16, 2016 What You Should Do • Confirm your directory listings are authoritative • Link from articles you create to appropriate business listings • Have businesses and organizations link to your articles and business listings • Keep people on your site. Have other sites link to YOU. • Get your readers to participate in the discussion • Email/Text – still (by far) the most effective way to reach people
- 13. + LION Webinar – Wednesday, January 16, 2016 Bizyhood – Full Service Platform
- 14. + LION Webinar – Wednesday, January 16, 2016 Engagement is what Matters • Business dashboard for owners to add content. • Widgets to automatically display Events, Promotions, Feedback • Loyalty Points for feedback • Social Publishing – let people share on social media, and point people back to your site
- 15. + LION Webinar – Wednesday, January 16, 2016 Is Facebook your Friend? My name's Dave and this time of year work slows down for painters. Perfect time to build on my list of satisfied customers. I'm willing to charge close to nothing to show our community the quality of my work and I'm going to trust that word of mouth will keep me busy after that. If your looking for a change in the New Year give me a call @ 732.555.1212. I guarantee you'll be more then happy not only with the quality but with the price to. Take advantage of this opportunity and let's start a relationship built on integrity and trust. Happy New Year
- 16. + LION Webinar – Wednesday, January 16, 2016 Racine County Eye – Denise Lockwood
- 17. + LION Webinar – Wednesday, January 16, 2016
- 18. + LION Webinar – Wednesday, January 16, 2016
- 19. + LION Webinar – Wednesday, January 16, 2016
- 20. + LION Webinar – Wednesday, January 16, 2016 Oakland County Moms – Lisa Lagrou
- 21. + LION Webinar – Wednesday, January 16, 2016 Red Bank Green / Sifter – John Ward
- 22. + LION Webinar – Wednesday, January 16, 2016 Q&A and Contact Info Scott Barnett scott@bizyhood.com @scottabarnett @bizyhood 908-216-3026 (m) Request presentation - https://www.linkedin.com/in/scottbarnettnj Find this Presentation online! http://bit.ly/lion-webinar-jan-2016
Editor's Notes
- The conventional thinking to the value of a business directory
- But this is WRONG. Outdated. And generates frustration for the folks who try who then conclude that a business directory will not work!
- Search engines love active directories for “near me” searches. It has to be thorough, active and authoritative. 95% of all directories out there are none of the above, which is why they don’t work. A consumer looking for business info isn’t looking for ads. This is the beginning of the ads vs. engagement discussion Think about the “SEO lifetime value” of a page. An Ad has 0% SEO value. Sponsored content (Scott Brodbeck) has limited (weekly) value, and is expensive for that value. A directory listing page is a page people will go to forever – it has permanent SEO lifetime value.
- Cross-linking on your site and with local sites (badges) Customer Feedback is User Generated Content Business owners CAN create their own Events, Promotions – they do it on Social Media ALL THE TIME
- “Winners in hyperlocal utilize their data to anticipate customer’s needs and further personalize relationships with them” – David Card, StreetFight “Google/Apple/Amazon/Facebook – each one has a different walled garden of user data” – David Card, StreetFight
- “Mobile isn’t a channel, it isn’t a device. It’s a series of circumstances in which people try to find the next thing they want or need” – Steve Gray, INMA Ernst-Jan Pfauth said this on Medium in December regarding threats to advertising revenue: Ad blockers Platforms like Facebook take over the relationship between reader & medium The future is mobile, and Facebook/Google own its ad market Conclusion – focus on ads, and there will be no loyal readers left!
- Advertising – getting new people to find you who don’t know you Engagement – leveraging existing customers to help you find new customers