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State of SEO for Radio with Kelly Shelton

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The Internet has changed the way consumers buy. Radio continues to be a strong advertising medium but there is no question that advertisers are investing more and more into digital marketing. So what do you as radio stations need to know about what is happening in the digital marketing space? In this webinar, we will provide you a current state of SEO, how it works with radio, and what radio stations are doing to successfully sell SEO.

In this webinar, you will learn:
· What is SEO and why you should care
· Where does SEO fit in an SMB budget (Do businesses still want it?)
· How can SEO & Radio work together (see video)
· How Radio stations have successfully added SEO to their offering (Best Practices & how to sell it)

Published in: Marketing
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State of SEO for Radio with Kelly Shelton

  1. 1. 1 SEO CURRENT STATE OF POWERED BY Kelly Shelton VP Marketing, Boostability @kellyshelton32 FOR RADIO
  2. 2. 2 Today’s Objective How SEO fits into today’s marketing landscape. How understanding SEO will help you sell more radio advertising and generate more revenue. 1 2
  3. 3. 3 Current State of SEO What is SEO 4 1 2 3 8 7 6Demand for SEO How SEO Works SEO & Radio Radio Stations Best Practices Q&A 5 Selling SEO Partnering with Boostability
  4. 4. 4 What is SEO Section 1
  5. 5. 5 What is SEO? SEO is the work that goes into your website to show the search engines that you are the best answer when someone searches for your product and services. a YOU1. 2. 3.
  6. 6. 6 What is SEO? It is the process of making your website and business as visible and prominent as possible in a search engine’s results. LOCAL/M APS PAID ADS ORGANIC
  7. 7. 7 Market Demand for SEO Section 2
  8. 8. 8 Why Should Every Marketing Campaign Include SEO? DEMAND FOR SEO Purchases begin with search. Prospective buyers search online for helpful product information, price comparisons, and trustworthy reviews. - Adweek.com Of Consumers Search Online Before Buying81%
  9. 9. 9 Did You Know? DEMAND FOR SEO Google processes over 40,000 search queries every second. Statistics show 3.5 to 4.7 billion searches per day. - Searchengineland.com Of Clicks Are Organic Searchers skip advertisements and click on organic search results to find what they’re looking for. – Moz.com 40,000 84% Google Searches per second
  10. 10. 10 Businesses Are Investing In SEO DEMAND FOR SEO
  11. 11. 11 Total Media Ad Spend Share DEMAND FOR SEO
  12. 12. 12 Search Trends Mobile Search DEMAND FOR SEO Mobile search marketing spend expected to increase by 750% by 2017.
  13. 13. 13 How SEO Works Section 3
  14. 14. 14 Your Website Source Code Content Credibility Authority TRUSTSEO The Process of Search Engine Optimization HOW SEO WORKS RELEVANCE
  15. 15. 15 How Do Trust and Authority Work? HOW SEO WORKS INDUSTRY-SPECIFIC LINKS Google penalizes unnatural link behavior. DEDICATED CONTENT TEAM Homegrown content. BLOGS Extensive publisher portfolio. Time is spent writing and posting, not looking. ALGORITHM-FRIENDLY CONTENT No cutting corners. Unique, relevant content only.
  16. 16. 16 SEO Tactics and Strategy HOW SEO WORKS Service & Performance Reporting Website Optimization Initial Campaign Setup Custom Content Creation Ongoing SEO ConsultationLink Portfolio Development Business Profile Development Keyword Optimization
  17. 17. 17 0 5 10 15 20 25 30 Monthly Keyword Ranking Keyword Position Keyword Rankings on Google’s First Page HOW SEO WORKS Significant keyword movement happens in the first 2-4 months Reach first page within 6 months
  18. 18. 18 SEO & Radio Section 4
  19. 19. 19 Stats 57% of listeners go online after hearing something on the radio 39% of listeners say that radio spots prompt an online search 20% are online while listening to the radio 57% 39% 20% Radio Advertising Bureau 2014
  20. 20. 20
  21. 21. 21 Why SEO & Radio? SEO & RADIO o All things lead to search o Optimized websites lead to better Radio results o Radio ads can improve SEO rankings o Ads generate traffic, traffic-to-site is a ranking factor o Creates long-term perspective and approach o Recurring revenue stream
  22. 22. 22 Selling SEO Section 5
  23. 23. 23 Why Sell SEO SELLING SEO o Radio becomes more successful when bundled with SEO o SEO can be offered to past and current clients o You gain a competitive advantage because you offer more comprehensive marketing services o SEO does not cannibalize your core offering o SEO can be offered as a “stand alone” product if someone is not interested in radio
  24. 24. 24 It’s Already Working SELLING SEO As you might imagine, selling newspaper ad space or Yellow Page ads is no easy task in today’s digital age. That’s why these types of companies are already bundling our SEO services with their current offerings to increase sales and customer retention. The results have been tremendous.
  25. 25. 25 What Do YP, Newspaper, TV & Radio Have In Common? SELLING SEO o Existing Relationships With Business Owners o Existing Brand o Existing Sales Force o Declining Demand For Their Services
  26. 26. 26 Radio Stations Using SEO Section 6
  27. 27. 27 Incorporating SEO For Better Radio Experience RADIO STATION BEST PRACTICES Will the radio ad drive traffic to their website? Incorporate new or existing keywords in radio ad Optimize landing page for keywords Do they have a web page that ranks? For what keywords? Optimize for mobile Monitor traffic and rankings 1 2 3 6 5 4
  28. 28. 28 Case Study RADIO STATIONS BEST PRACTICES Keys to Success o Created separate digital brand o Created new digital marketing department o Provided introductory training (marketing messaging, SEO training, discovery training) to all stations o Added digital sales experts to staff to handle all sales o Launched in one market then rolled out to additional markets o Stations choose to adopt and are still adopting Generated $30,000 in revenue first 2 months
  29. 29. 29 Keys to Selling SEO Successfully RADIO STATIONS BEST PRACTICES 1 2 3 COMMITMENT DIGITAL SALES EXPERIENCE Keys to Success SEPARATE DIGITAL DEPARTMENT
  30. 30. 30 Partnering with Boostability Section 7
  31. 31. 31 Why Partner With Boostability PARTNER WITH BOOSTABILITY o Reclaim substantial local ad dollars that have been lost to online marketing o Incur no increase in workload or expense o You are adding a turnkey digital service that your customers are already looking for o Apply most of this new revenue straight to your bottom line o Improve results for your existing radio advertisers o Attract new advertisers
  32. 32. 32 Integration Is Easy PARTNER WITH BOOSTABILITY o We do all the work, you get all the credit o We can white-label everything o You are adding a turnkey digital service that your customers are already looking for o We provide marketing, training, and sales support
  33. 33. 33 Overcoming Biggest Partner Hurdle PARTNER WITH BOOSTABILITY o One of the biggest problems partners face is how to sell SEO o Explaining how search engines work can be confusing o You can conference us in and we walk the customer through how it works, what it is, and which program is right for them It’s all we do and we’re very good at it!
  34. 34. 34 What is Sales Support? PARTNER WITH BOOSTABILITY Team of experts dedicated to helping businesses build their online presence Sales support was created to help partners sell more SEO
  35. 35. 35 Our Technology PARTNER WITH BOOSTABILITY Launchpad Technology Partner Customer SEO Campaign Operations Global Reporting ProductsCustomer Managemen t Sales Tool API Integration Progress Reports UI Analytics Transparenc y Social Bookmarking Local & Biz Profiles Directories Onsite Ops Blogs & Articles Tickets FulfillmentAccount Management Sales Writers Domain.net QALink Building Keyword Link Building
  36. 36. 36 Questions Section 8 BOOSTABILITY.COM/PARTNER / 800-261-1537 / @KELLYSHELTON32

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