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Competing and Winning in a Pay-to-Play World #mnsearch 6-24-2016

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It's been said time and again that there's no such thing as a free lunch. Search Influence CEO Will Scott discusses how to effectively take advantage of paid platforms for social engagement, content discovery, and lead-generation for local businesses.

Search Influence's mission is to help customers successfully market online, by developing tools, technology and the experts who support them. For more information, go to www.searchinfluence.com.

Search Influence employees enjoy top-of-the-line health benefits, employer-matched retirement plan, holiday pay, and paid time off. If you enjoy a fast-paced environment in a growing company, check out our jobs and apply at www.searchinfluence.com/jobs/.

Search Influence
935 Gravier St STE 1300
New Orleans LA 70112-1608
(504) 208-3900

Published in: Marketing
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Competing and Winning in a Pay-to-Play World #mnsearch 6-24-2016

  1. 1. Confidential, Property of Search Influence, LLC © 2016 COMPETING AND WINNING IN A PAY-TO-PLAY WORLD Will Scott CEO & Co-Founder @w2scott #mnsearch
  2. 2. SEARCH INFLUENCE Helping customers successfully market online since 2006. Search Influence • 90 full and part-time employees • 120 contract writers • Google AdWords & Analytics Certified Staff • Google Certified Partner Reputation • 2011 Inc. 500 honoree • 2013 Inc. Hire Power Winner • Recognized leader in search and social for local business • Two decades in online media • Best Places to Work, 2014 ABOUT @searchinfluence #mnsearch
  3. 3. ● Helping businesses succeed online since 1994 ● Started Search Influence in 2006 with wife and COO Angie Scott ● 10-years in business ● 30,000 clients and 47 resellers served ● @w2scott WILL SCOTTABOUT ME @searchinfluence #mnsearch
  4. 4. @w2scott #mnsearch
  5. 5. YOUR JOB: GET GOOD CONTENT IN HANDS OF READY BUYERS @searchinfluence #mnsearch
  6. 6. SOUNDS EASY RIGHT? @w2scott #mnsearch
  7. 7. AMERICANS ARE ON PHONES AND TABLETS 4.7 HOURS A DAY. @searchinfluence #mnsearch
  8. 8. 2.13 BILLION PEOPLE ARE ON SOCIAL NETWORKS. http://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/ @w2scott #mnsearch
  9. 9. EVERY DAY, AVERAGE CONSUMER SPENDS 198 MINUTES INSIDE APPS.
  10. 10. TRUE SOCIAL IS GETTING HARDER @w2scott #mnsearch
  11. 11. @searchinfluence #mnsearch #1. THOSE DARN CONSUMERS KEEP GETTING SMARTER
  12. 12. @w2scott #mnsearch
  13. 13. GOOD CONTENT IS STILL KEY. @searchinfluence #mnsearch
  14. 14. HOW WE DO IT
  15. 15. HOW WE DO IT
  16. 16. HOW WE DO IT
  17. 17. TONE DOWN THE SALES MESSAGES @w2scott #mnsearch
  18. 18. FIND YOUR OWN “DESIREE’S” @searchinfluence #mnsearch
  19. 19. REWARD WITH EXCLUSIVES @w2scott #mnsearch
  20. 20. FEATURE YOUR FANS @searchinfluence #mnsearch
  21. 21. SUBTLETY WINS EVERYTIME @w2scott #mnsearch
  22. 22. REPLY! REPLY! REPLY! @searchinfluence #mnsearch
  23. 23. @searchinfluence #mnsearch #2. MAINTAIN A CONSTANT PRESENCE? YEA, RIGHT
  24. 24. EVERY SECOND, 180,000POSTS ARE ADDED. @searchinfluence #mnsearch
  25. 25. EVERY SECOND, 6,000TWEETS ARE TWEETED. @w2scott #mnsearch
  26. 26. EVERY SECOND, 428PICTURES ARE ARE POSTED. @searchinfluence #mnsearch
  27. 27. EVERY SECOND, 117,986YOUTUBE VIDEOS ARE WATCHED. @w2scott #mnsearch
  28. 28. @searchinfluence #mnsearch #3. IMPOSSIBLE TO ENGAGE WITH A “CAGED” AUDIENCE
  29. 29. 2015: FACEBOOK ALGORITHMS LIMIT BRAND REACH @w2scott #mnsearch
  30. 30. YOU DON'T OWN FACEBOOK
  31. 31. AUDIENCE OPTIMIZATION
  32. 32. AUDIENCE OPTIMIZATION
  33. 33. PAY-TO-PLAY IS THE LOGICAL ANSWER @w2scott #mnsearch
  34. 34. ADVERTISERS SPEND $54 BILLION ON SOCIAL MEDIA ADS IN 2020 @searchinfluence #mnsearch
  35. 35. LOCAL AWARENESS ADS
  36. 36. LOCAL AWARENESS ADS
  37. 37. OVERALL RANKING FACTORSFACEBOOK PROMOTED POST OPTIONS
  38. 38. OVERALL RANKING FACTORSFACEBOOK PROMOTED POST
  39. 39. OVERALL RANKING FACTORSLINKEDIN SPONSORED UPDATE
  40. 40. OVERALL RANKING FACTORSPINTEREST SPONSORED PINS
  41. 41. TRADITIONAL MEDIA IS SELLING OUT @searchinfluence #mnsearch
  42. 42. OVERALL RANKING FACTORSBIG MEDIA WANTS YOU
  43. 43. OVERALL RANKING FACTORSBIG MEDIA WANTS YOU
  44. 44. SPONSORED ARTICLE
  45. 45. SPONSORED ARTICLE
  46. 46. FACEBOOK PROMOTED POST
  47. 47. SPONSORED CONTENT
  48. 48. SPONSORED CONTENT
  49. 49. MEDIA LINES ARE BLURRED @w2scott #mnsearch
  50. 50. OVERALL RANKING FACTORSBUZZFEED
  51. 51. OVERALL RANKING FACTORSMASHABLE
  52. 52. OVERALL RANKING FACTORSMASHABLE NOT TAGGED AS “SPONSORED”
  53. 53. EVEN MORE IMPORTANT TO KNOW YOUR AUDIENCE @w2scott #mnsearch
  54. 54. CHANNEL YOUR TARGET CUSTOMER: “WHO BUYS MY PRODUCT OR SERVICE?” @searchinfluence #mnsearch
  55. 55. • Men or Women? • Age? Marital and family status? • Income? • Location? DEFINE YOUR TARGET MARKET @w2scott #mnsearch
  56. 56. • Like or dislike? • Interests? • Values? • Lifestyle? WHAT MAKES YOUR CUSTOMER TICK? @searchinfluence #mnsearch
  57. 57. @searchinfluence #mnsearch
  58. 58. @searchinfluence
  59. 59. @w2scott
  60. 60. THANK YOU! Will Scott Search Influence 935 Gravier St STE 1300 New Orleans LA 70112-1608 (504) 208-3900 http://www.searchinfluence.com/

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