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Google and Facebook: Opportunities and Threats for Agencies and their Local Clients

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Garrett Sussman of grade.us and David Mihm of tidings.com discussed how your agency can help your local clients grow their business in the current digital landscape while also preparing them for the future.

- EVOLUTION OF THE DIGITAL LANDSCAPE
- WHAT HAVE AGENCIES BEEN SELLING?
- WHAT HAVE SMBs BEEN BUYING?
- WHERE IS THE LONG-TERM OPPORTUNITY?

Published in: Marketing
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Google and Facebook: Opportunities and Threats for Agencies and their Local Clients

  1. 1. © 2018 TIDINGS / GRADE.US@TIDINGSCO GOOGLE AND FACEBOOK: OPPORTUNITIES AND THREATS FOR AGENCIES AND THEIR LOCAL CLIENTS Garrett Sussman Grade.us © 2018 TIDINGS / GRADE.US David Mihm Tidings #LOCALWEBINAR
  2. 2. © 2018 TIDINGS / GRADE.US@TIDINGSCO EVOLUTION OF THE DIGITAL LANDSCAPE WHAT HAVE AGENCIES BEEN SELLING? WHAT HAVE SMBs BEEN BUYING? WHERE IS THE LONG-TERM OPPORTUNITY? RECAP @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
  3. 3. © 2018 TIDINGS / GRADE.US@TIDINGSCO EVOLUTION OF THE DIGITAL LANDSCAPE WHAT HAVE AGENCIES BEEN SELLING? WHAT HAVE SMBs BEEN BUYING? WHERE IS THE LONG-TERM OPPORTUNITY? RECAP @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
  4. 4. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US 2006 Humble beginnings.
  5. 5. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US It took basically nothing to rank.
  6. 6. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US EVEN MORE TRUE ONCE THE 10- PACK ARRIVED. Place-based business results, free from national competition. (OK, so this is actually a 7-Pack)
  7. 7. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US YOU COULD BASICALLY DO IT FOR FREE. We built an entire product to help small businesses and agencies do just that.
  8. 8. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US Source: Statista AND THESE RESULTS JUST KEPT REACHING MORE AND MORE CUSTOMERS.
  9. 9. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US FACEBOOK WAS STILL TRYING TO DETHRONE MYSPACE.
  10. 10. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US FAST FORWARD >>
  11. 11. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US GOOGLE MY BUSINESS LISTING Finally a centralized way for SMB owners to control the information about their business.
  12. 12. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US GOOGLE KNOWLEDGE PANEL Ex. Hospitality
  13. 13. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US GOOGLE LOCAL PACK
  14. 14. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US GOOGLE MY BUSINESS WEBSITE
  15. 15. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US ZERO-CLICK SERPS = VOICE- READY SERPS
  16. 16. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US SMART COOKIES, THOSE GOOGLERS.
  17. 17. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US RICKY BOBBY WAS RIGHT! Who would have guessed?
  18. 18. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US IN THE MEANTIME, GOOGLE’S GOTTEN SERIOUS ABOUT MONETIZING DESKTOP + MOBILE. https://www.sterlingsky.ca/category/tips/ 35% of local keywords now have these. 64% in some markets. https://moz.com/blog/35-percent-of-local-keywords-have-local-pack- ads
  19. 19. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
  20. 20. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US Source: Convince & Convert 4/6/2014 FACEBOOK ISN’T FAR BEHIND.
  21. 21. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US https://digiday.com/marketing/organic-reach-facebook-dead-advertisers-will-spend-reach-facebooks-feed-purge/ *
  22. 22. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US FACEBOOK BUSINESS PAGES
  23. 23. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US ASKING FOR RECOMMENDATIONS
  24. 24. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US FACEBOOK CITY PAGES Notifications with recommended local amenities
  25. 25. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US General - Across All Industries Bing Yahoo Yelp Patch (Local) Nextdoor (Local) OTHER PLATFORM OPPORTUNITIES
  26. 26. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US OTHER PLATFORM OPPORTUNITIES
  27. 27. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US (GETLISTED LAUNCHED)
  28. 28. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US (TODAY)
  29. 29. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US WHERE WILL NEW GROWTH COME FROM? Source: Boston Dynamics
  30. 30. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US THEY’RE ALSO GOING TO OPEN SMB WALLETS. Better ads than you can create, at zero cost, with bigger data than the world’s largest publishers.
  31. 31. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
  32. 32. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
  33. 33. © 2018 TIDINGS / GRADE.US@TIDINGSCO SUMMARY OF THE LOCAL DIGITAL LANDSCAPE More structured data, less website content Increasingly pay-to-play Ads increasingly self-serve @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
  34. 34. © 2018 TIDINGS / GRADE.US@TIDINGSCO EVOLUTION OF THE DIGITAL LANDSCAPE WHAT HAVE AGENCIES BEEN SELLING? WHAT HAVE SMBs BEEN BUYING? WHERE IS THE LONG-TERM OPPORTUNITY? RECAP @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
  35. 35. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US ● Web Development / Design ● Local (Print) Advertising / Local PPC ● Local SEO / Listings Management ● Local Content / Social Media Marketing / Email Marketing ● Online Review Management and Marketing WHAT SERVICES ARE GRADE.US AGENCIES SELLING?
  36. 36. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US HOW ARE AGENCIES CURRENTLY OFFERING REVIEW MANAGEMENT AND MARKETING SERVICES? Grade.us 2017 Customer Survey
  37. 37. © 2018 TIDINGS / GRADE.US@TIDINGSCO EVOLUTION OF THE DIGITAL LANDSCAPE WHAT HAVE AGENCIES BEEN SELLING? WHAT HAVE SMBs BEEN BUYING? WHERE IS THE LONG-TERM OPPORTUNITY? RECAP @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
  38. 38. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US WHAT DO YOUR CUSTOMERS THINK IS WORKING?
  39. 39. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US WHAT DO YOUR CUSTOMERS THINK IS WORKING? Source: LSA Insider 86% Social Media 61% Email Marketing 55% SEO
  40. 40. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US WHAT DO YOUR CUSTOMERS THINK IS WORKING? Source: LSA Insider
  41. 41. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US WHERE ARE THEY PLANNING TO SPEND MONEY?
  42. 42. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US Online reviews play a crucial role. LOCAL SEO IN 2018 http://www.localseoguide.com/guides/local-seo-ranking-factors/
  43. 43. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US Local Pack Review Ranking Factors LOCAL SEO IN 2018 http://www.localseoguide.com/guides/local-seo-ranking-factors/
  44. 44. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US ● Web Development / Design ● Local (Print) Advertising / Local PPC ● Local SEO ● Local Content / Social Media Marketing / Email Marketing ● Online Review Management and Marketing STRONG ALIGNMENT
  45. 45. © 2018 TIDINGS / GRADE.US@TIDINGSCO EVOLUTION OF THE DIGITAL LANDSCAPE WHAT HAVE AGENCIES BEEN SELLING? WHAT HAVE SMBs BEEN BUYING? WHERE IS THE LONG-TERM OPPORTUNITY? RECAP @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
  46. 46. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US THEY’RE ALSO GOING TO OPEN SMB WALLETS. Better ads than you can create, at zero cost, with bigger data than the world’s largest publishers.
  47. 47. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
  48. 48. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US SEO DEMAND VS RETURN Among local businesses
  49. 49. © 2018 TIDINGS / GRADE.US@TIDINGSCO © 2018 TIDINGS WHERE CAN YOU ADD VALUE TO WHAT GOOGLE AND FACEBOOK OFFER?
  50. 50. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US INTEGRATING BEST-OF-BREED POINT SOLUTIONS INTO A SINGLE BUNDLE SOLVES A MAJOR PAIN POINT.
  51. 51. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
  52. 52. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US HOW TO EVALUATE PRODUCTS FOR YOUR BUNDLE Does it solve a customer need? Make sure they’ve checked Zone 1-2-3 components before selling a Zone 4-5-6 solution
  53. 53. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US Does it integrate with other products/offerings? HOW TO EVALUATE PRODUCTS FOR YOUR BUNDLE
  54. 54. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US Will it survive disintermediation? HOW TO EVALUATE PRODUCTS FOR YOUR BUNDLE What can your agency create for your clients that they can own? Local original content: SMB website, marketing collateral (print & digital), blog posts Local Relationships - partnerships, joint venture opportunities, local influencer relationships Self-generated data: email lists, customer info, testimonials/online reviews
  55. 55. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US HOW TO EVALUATE PRODUCTS FOR YOUR BUNDLE Can you make a margin? Setup fee - Does the service allow you to charge a setup fee that gets investment/buy-in from SMB? Retainers - How many billable hours will the ongoing service require vs. self-service access to the platform? Upsells and Premiums - Does adding the service allow you to add a premium tier? Scalability - Can it be provided as a self-service as you scale or will you limit your number of clients to provide managed services?
  56. 56. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US HOW TO DELIVER YOUR BUNDLE Agency Managed Services vs. Self Service Automation vs. Human Touch Scalability and pricing factors to consider
  57. 57. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US HOW TO SELL YOUR BUNDLE Tactics that have been successful for agencies Educational eBooks (Like this example from Joy Hawkins of SterlingSky.com) How-to videos (like the ones from stonetemple.com)
  58. 58. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US HOW TO SELL YOUR BUNDLE Tactics that have been successful for agencies Blog educational information:
  59. 59. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US Strong agency marketing site (like advicelocal.com) HOW TO SELL YOUR BUNDLE Tactics that have been successful for agencies
  60. 60. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US WHY YOU SHOULD ADD GRADE US TO YOUR BUNDLE Online Reviews are a major marketing tool for customer acquisition: ● Visibility and credibility (social proof) for clients ● Increase search engine rankings and conversion rates ● Find targeted leads via industry specific channels No other marketing channel offers such a dramatic lift in such a short period of time.
  61. 61. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US WHY YOU SHOULD ADD GRADE US TO YOUR BUNDLE Online reviews have a significant influence on consumers buying habits. Having a low score or too few reviews can hurt an SMBs sales. https://www.brightlocal.com/learn/local-consumer-review-survey/
  62. 62. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US Grade.us Prospect Reports GET YOUR FOOT IN THE DOOR WITH REVIEW MANAGEMENT
  63. 63. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US WHY YOU SHOULD ADD TIDINGS TO YOUR BUNDLE Send an awesome newsletter in under 7 minutes.
  64. 64. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US WHY YOU SHOULD ADD TIDINGS TO YOUR BUNDLE Does it solve a customer need? Email = top ROI marketing channel (40:1). Does it integrate with other products/offerings? Mailchimp, Wordpress, Facebook, Instagram & more. Will it survive disintermediation? Owned, not rented channel. Can you make a margin? Hard marginal cost = $7/client/mo.
  65. 65. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
  66. 66. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US OTHER BUNDLE COMPONENTS WE RECOMMEND Subscription Billing Social Media Scheduling Analytics Reporting Email Address Capture List Management; Compliance
  67. 67. © 2018 TIDINGS / GRADE.US@TIDINGSCO EVOLUTION OF THE DIGITAL LANDSCAPE WHAT HAVE AGENCIES BEEN SELLING? WHAT HAVE SMBs BEEN BUYING? WHERE IS THE LONG-TERM OPPORTUNITY? RECAP @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
  68. 68. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US Survive disintermediation by: - Selling services that align with customer needs and demand - Selling services that are long- term concrete deliverables - Integrating best-of-breed point solutions that allow a margin Adding value where Google and Facebook cannot. Voice and mobile results reduce the number of organic Local winners. Google and Facebook are monetizing more and more visibility. Ads are getting easier for local businesses to DIY.
  69. 69. © 2018 TIDINGS / GRADE.US@TIDINGSCO THANK YOU! © 2018 TIDINGS / GRADE.US agencies@tidings.com tidings.com/agencies sales@grade.us grade.us/home/plan/agency @TIDINGSCO / @GRADEUS

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