Download to read offline
Dec_WebEx
- 1. A Powerful LocalPresence Powerful local presence CMR Educational Web Event – Dec. 6, 2011 – Event #: 646 794 358
- 2. A Powerful LocalPresence Welcome 2 Presenter: Buzz Banda Interactive Manager Dex One National Sales Facilitator: Julie Cates Marketing Manager CMR Educational Web Event – Dec. 6, 2011 – Event #: 646 794 358
- 3. A Powerful LocalPresence ► New Meeting Platform 3 Housekeeping CMR Educational Web Event – Dec. 6, 2011 – Event #: 646 794 358
- 4. A Powerful LocalPresence Buzz Banda (Presenter) ► Type a question, use “Chat” ► Ask a question, raise your hand ► Answer a question, Yes or No ► Answer poll question ► Don’t be shy! 4 CMR Educational Web Event – Dec. 6, 2011 – Event #: 646 794 358 webex features
- 5. A Powerful LocalPresence 5 Audience Poll #1 Do your clients currently use a Search Engine Marketing (SEM) product? Yes No
- 6. A Powerful LocalPresence 6 1 Promote, Competeand Measure 2 TheDexOne Advantage 3 DexNet Performance
- 7. A Powerful LocalPresence 7 A powerful local presence 1 Promote Simple, Integrated solutions. Proven performance. We put you everywhere* your local customers are looking for goods & services. Promote Befound We help you stand out with continuous optimization of your message & media Compete Bechosen We get you higher conversion rates by getting you in front of new, ready-to-buy consumers. Measure Getbetterresults Source: Vision Critical 2010. We place your business message in the media 85% of consumers use as their main source for local buying information.
- 8. A Powerful LocalPresence 8 PromoteBe found, where the right customers are looking. 1
- 9. A Powerful LocalPresence Printeddirectories YP.comSuperpages.com DexKnows.com iPhone iPadAndroid DexMobileWindowsMobile Lapto Yahoo!Websites SocialmediaOnlinedirectories Google 9 1 But are you here? You are here.
- 10. A Powerful LocalPresence 10 CompeteBe chosen, so you can win and keep local customers. 1
- 11. A Powerful LocalPresence 11 ► Do you stand out in the local market? Are you meeting competition head-on? 1 ► Do you manage your reputation & influence word of mouth? ► Do you turn searches into leads through continuous optimization?
- 12. A Powerful LocalPresence 121212 MeasureMeasure your results with reports that support strong decision-making. 1
- 13. A Powerful LocalPresence 13 ► You know what’s working - can it work even better? Do you know if you’re on the right track? 1 ► Can you replace educated guesses with machine learning? ► What can you do to improve the return on your marketing investment?
- 14. A Powerful LocalPresence 14 1 Promote, Competeand Measure 2 TheDexOne Advantage 3 DexNet Performance
- 15. A Powerful LocalPresence Custom video Results reporting Smart Content messaging Website hosting and design Online reputation management Mobile enhancement 15 2 Local presence, simplified Your local presence Dex Mobile Dex printed directory Major search sites DexKnows.com DexPages.com Maximizing your local presence = Media networks = Marketing services
- 16. A Powerful LocalPresence 16 2 Combine marketing services … ►Message development ►Create & Change Content ►Video Upload ►24/7 reporting Ready to buy =… with high-value, Dex platforms. ►Dex extended network distribution ►Dex Search Network + Need Research Refine search Contact General search Website view Video review Send to phone Map view Profile view Text Email Call Walk in $ Consumer purchase decision path The right customers at the right time
- 17. A Powerful LocalPresence 17 1 Promote, Competeand Measure 2 TheDexOne Advantage 3 DexNet Performance
- 18. A Powerful LocalPresence 18 3 Dex Net: SEM If traditional SEM is like day-trading… Dex Net is like High-Frequency-Trading
- 19. A Powerful LocalPresence 19 3 Dex Net Dex Net is always on, always learning & always optimizing campaigns More geographically dense, local businesses data More data about keyword strategies that yield calls or conversions across a network of sites beyond Google This data is fed to an Intuitive System that has consistently improved our quality scores & conversion rate thus lowering our cost per call significantly over the last year
- 20. A Powerful LocalPresence $60M Will be spent across the network in 2011 107% Year to Date increase in Net New Customers 80% Increase in lead-volume since the start of the year 50% Improvement in our conversion rate since the start of the year 20 3 Dex Net Data Points
- 21. A Powerful LocalPresence Endorsed by Google as Premiere SMB Partner: – Among the top 5 Google AdWords buyers, worldwide – One of 13 partners in this program in the US What this means to you – Significant financial incentives – Unprecedented technical partnership – Joint product development & access to exclusive beta programs Our Google Relationship 3
- 22. A Powerful LocalPresence What is Dex Net? 3 Placement & Profile on DexKnows Search Engine Marketing (SEM) product Pricing is based on leads goal *Superpages.com does not apply to national accounts.
- 23. A Powerful LocalPresence23
- 24. A Powerful LocalPresence System Optimization for lead delivery - call/emails vs. just clicks Evolving Keyword Targeting for business relevance Dynamically Optimized Distribution – daily review of client performance on individual network sites Call Tracking is essential for DOD to function How Does Dex Net Work 3
- 25. A Powerful LocalPresence Numbers are for illustration purposes only and not based on actual data 70 Clicks 2 Calls 20 Clicks 7 Calls 30 Clicks 5 Calls 70 Clicks 2 Calls 20 Clicks 9 Calls 30 Clicks 1 Calls 80 Clicks 8 Calls 20 Clicks 8 Calls 30 Clicks 1 Calls Day #1Day #2Day #3 Dex Net Example 3
- 26. A Powerful LocalPresence 3 Cost per Call $43.21 Cost per Action $20.56 287 Calls 2,110 Actions Dex Net Advertiser Results
- 27. A Powerful LocalPresence 3 6,051 Actions Cost per Action $11.58 1,230 Calls Cost per Call $16.67 Dex Net Advertiser Results
- 28. A Powerful LocalPresence 3 6,868 Actions Cost per Action $8.31 943 Calls Cost per Call $12.84 Dex Net Advertiser Results
- 29. A Powerful LocalPresence 3 1,705 Actions Cost per Action $21.00 382 Calls Cost per Call $30.24 Dex Net Advertiser Results
- 30. A Powerful LocalPresence What’s Next 3 Continual improvement of the core product – Continue rolling out “High End” Dex Net with Name Defender – Replace estimator tool with “market-based” pricing & lead targets – Expand distribution network to more effectively drive cost per lead – Create operational team to monitor system, conduct segment analysis & quality scoring to better manage over-performers & underperformers – Add essential features for serving CMRs and National Advertisers – Experiment with our targeting engine for Display / Mobile Display Leverage Google Engineering to improve cost & performance – A joint “Tiger team” is working with Google on a set of enhancements to improve cost per call and bidding strategies as well as a range of mobile & location-centric initiatives
- 31. A Powerful LocalPresence 31 Audience Poll #2 The Intuitive System, Dex Net, continually optimizes search to provide clients best-in-class… a. Quality actions b. Savings 50-70% less than Google c. High-converting leads d. All of the above 3
- 32. A Powerful LocalPresence Q4 Dex Net sales promotion – Each $6,000 Dex Net order is eligible to receive $50 Amex gift card – Orders placed through Dec. 22nd – Must claim your $50 gift cards online to receive award – Limited # of cards awarded on first-come, first-serve basis – Complete info on DexOneNational.com 32 Make Your World Hum 3
- 33. A Powerful LocalPresence Summary 3 Dex One delivers a powerful local presence for your clients Dex One helps your clients reach ready-to-buy customers through complete marketing solutions, partnerships and services Dex Net search engine marketing is important component of your overall online marketing program Many more cutting edge products on the forefront
- 34. A Powerful LocalPresence DexOneNational.com National Account Manager 800-898-5218 Dex One National Help Line 866-838-5079 Need More Info? 3
- 35. A Powerful LocalPresence We appreciate your ideas and feedback! Please complete our brief exit survey You could win $100 Amex gift card just in time for the holidays! Thank you!
Editor's Notes
- #2 [Landing page—on screen prior to client connecting to WebEx]
- #3 Julie: Good afternoon, my name is Julie Cates, your facilitator from Cary, NC. And with me is Buzz Banda in Denver, who is going to take us through today’s topic, Delivering a Powerful Local Presence with Dex One. Buzz is the National Director of Digital. He is on the forefront of Internet technology and drives all digital product development and sales in our National Sales channel and trains our National Account Managers. Thank you, Buzz, for reviewing Dex One’s digital product offerings, benefits and results. Buzz: thank you Julie… [more here] Julie: So, before we get started, I have a few housekeeping items… [next slide]
- #4 Click 1: [Communications] As you have noticed, we have switched to the WebEx platform and discontinued the Qwest teleconferencing operator assisted service. In order to minimize distractions and interruptions, all lines have been muted. There is some functionality I want to quickly review… [next slide]…
- #5 Julie: As usual we want this session to be as interactive as possible. We encourage your questions. To ask a question, please use the Chat feature shown here. Please ask your question at any time. These questions will be directed to me, and we will pause throughout our session to answer them. Click 1: Feel free to raise your hand if you want to ask a question via the phone and we’ll unmute your line at a stopping point. Click 2: If we poll the audience, you can use the “” or “X” marks to answer a yes or no question. You can also tell Buzz to go slower, go faster, or tell us you like something by using the little smiley's. Click 3: When we use the polling feature, you will look here to see and answer the question. These are usually multiple choice and your answers are recorded. Click 4: These sessions are designed to be personable as well as informative. Please don’t be shy! So let’s give it a try with a simple “yes/no” question… [next slide]…
- #6 Julie: Buzz:
- #7 [Buzz: Review agenda] We’ll do a quick review of how Dex One uses an integrated and strategic approach to help you achieve real results for your client’s. You’ll see how this rolls up into what we call “the Dex One Advantage.” Then we’ll show you how our Dex Net search engine marketing product works to deliver greater results for national clients. [Advance to next slide]
- #8 Today, we’ll discuss what it takes to build a strong local presence so your clients ultimately can enjoy more business. We think about building a strong local presence as a cycle, rather than a lot of open-ended activities. Building a Powerful Local Presence is all about: [Click or arrow down] Promoting your business – Can you be found where your customers and prospects search? [Click or arrow down] Competing effectively – Do you have the right message to stand out from your competition? Do you know what customers are saying about you and your competitors so you can strengthen your influence and be chosen over others? [Click or arrow down] Measuring your results – Do you have the level of insight you need to know if your marketing efforts are paying off? [Click or arrow down] And when you can measure, you can plan your next move, getting an even greater return for your marketing and advertising dollars and efforts. [Click or arrow down] We can get the promotional response you’re after, because we put you where 85% of local customers are looking, when they’re more ready to buy. That means more: Calls, website visits and walk-in traffic High-quality leads [Click or arrow down] Our solutions are integrated with our local market intelligence which makes tasks around promotion easier: Tracking and reports on your advertising program Consumer searching and buying behavior information Advertising trends for your industry, including usage and penetration for digital, print and mobile Ad tracking results for your industry [Click or arrow down] We help you refine your message to capture more customers and we can help you monitor and manage your online reputation. [Click or arrow down] We provide the reporting that helps you see the results of your efforts at any time, helping you continuously optimize your strategy. [Click or arrow down] You get all that from a simple, integrated solution. And we can prove our results for our advertisers. Let’s dive more deeply into the cycle of building your client’s local presence, starting with promote. [Advance to next slide]
- #9 [Introduce the Promote topic] Can local customers find you the way local customers prefer to search for their trusted businesses? [Advance to the next slide]
- #10 Purpose: Local search – think differently Think differently. You’re here. [Click or arrow forward] Are you here? Your customers searching in more places. Optional: As available, share local coverage area map with client [Advance to next slide]
- #11 [Introduce the COMPETE topic] When customers find you, can they understand your value above others? Promoting your business will be effective only if you have the right message to influence how customers and prospects make their decisions. [Advance to next slide]
- #12 [Show that competition is more than differentiated message] What should you be doing to turn leads into customers and repeat business? Even against the competition? You have to win the battle for influence in your market over your competitors. You’re competing for attention and mind share—and competition is not a passive activity. Winning the game of influence takes: [Click or arrow down] Knowing who your competitors are and using differentiated messaging to stand out from them [Click or arrow down] Knowing what your customers think of you by managing your reputation and word of mouth [Click or arrow down] Positioning yourself online, so you turn search inquiries into leads [Advance to next slide]
- #13 [Introduce the Measure topic] How do you know that all your efforts are adding up to something? Good instincts and a solid business plan played a huge role in building your business, but it takes information—real data—to make your next decisions. [Advance to the next slide]
- #14 [Understanding results leads to stronger next moves and decisions] Success you can measure is success you can repeat—and improve. I can help you easily measure your progress to be sure you get the right results for your business. By measuring your marketing and advertising results, you can: [Click or arrow down] See if you’re getting the outcome you expected on your efforts [Click or arrow down] Make informed decisions instead of educated guesses, such as forecasting numbers based on a more predictable pipeline [Click or arrow down] Fine-tune your marketing efforts by knowing how customers are responding to your content [Click or arrow down] Get more from the money you invest in your marketing investments We set you up with integrated, easy-to-read reports to view the performance of all your program components—from promotions and coupons to phone calls, online traffic, volume of leads and what types of business you’re winning or missing. We can report on your return on investment (ROI). We give you one place where all the components of your program are integrated, so you can view how many actions we’ve generated for you: Calls Clicks Website and other online traffic Insights into other areas, including walk-ins We also offer: Vertical analysis Regional market analysis Branding and messaging analyses Any questions about the four components that make up a strong local presence (search, message, influence and results)? Then let’s move on to my recommendation for you today. Obviously, it’s going to be that you work with us to build your local presence. [Advance to the next slide] STOP FOR QUESTIONS!
- #15 [Differentiate yourself] So I’ve been talking about how you have to differentiate yourself. It’s only fair that I do the same for me and my business. [Advance to the next slide]
- #16 [Dex One Advantage: We give you a powerful local presence, simplified] The first thing to understand about your Dex One Advantage is how simple and fast we’re able to get started on building your local presence. [Click or arrow down] Through one profile and a consistent message, [Click or arrow down] we have the platform and tools to put you where 85 percent of your local customers are looking. [Advance to the next slide]
- #17 [Dex One Advantage: Reach the right customers at the right time] Critical to your Dex One Advantage: Reaching the right customers at the right time. [Click or arrow down] As you combine our valuable partnerships and services for everything from Web design and mobile device enablement to easy-to-read, 24/7 reporting [Click or arrow down] with our high value proprietary platforms, [Click or arrow down] you’ll reach more ready to buy customers. Period. STOP FOR QUESTIONS! [Advance to the next slide]
- #18 So as key part of the Dex One Advantage, let’s take a closer look at Dex Net – why it’s important in your lead generation strategy, what it is, and some of the results our clients have enjoyed. [Advance to the next slide]
- #20 How the Learning Machine Works - Dex Net ties together multiple sources & dynamic keyword strategies to find efficiencies in the most cost-effective traffic resulting in calls Lets say we need to get 100 calls from New, Active Buyers, for a client We need 500 clicks for Google (5:1 click-to-call ratio) But we can determine we can route 20 calls from Dex Knows, and 10 from the Network : so we need 350 clicks from Google This lowers the cost in two ways: First, the total number of clicks is reduced Second, the cost per click is also reduced, because lower volume means we can bid for lower ranking Cumulatively the savings are 50-70% lower than buying from Google alone. & We pass those savings on to our customers
- #21 78% of companies say SEO metrics have more influence on business strategy decisions than they did 12 months ago
- #22 As a result of our SEO / SEM success, Dex One is now endorsed by Google and has earned the Premiere CMR Partner recognition…
- #23 So in a nutshell… what is Dex Net? (a review for most of you on the call) A listing with premium placement on DexKnows.com including a comprehensive business profile (mention video, logos, call tracking/recording) It’s an SEM product that pushes our advertisers information out to our distribution network across the Web Pricing is flexible and based on a budget goal or leads goal. Even have variable term contracts if needed.
- #24 Before we pause for some questions, I want to show you where Dex Net listings and profile links appear on search engines… STOP FOR QUESTIONS!
- #25 So how does Dex Net work and what are some of the specific client results… 1) System optimization: The Dex Net system automatically optimizes for lead (call/email) delivery - not just clicks. It determines which inventory source is providing the best value (click to lead ratio) and then displays the client accordingly. Our system is constantly working to generate the most leads that we can for clients, and we do this by monitoring not only clicks but the leads generated by the clicks. 2) Keyword targeting: The Dex Net system uses a suite of industry leading tools and components to purchase relevant keywords pertaining to the business. Our keyword list is constantly evolving and adjusting to stay as relevant as we can to the consumer who is searching. Since we have over 25,000 Dex Net programs we can compare best practices from campaign to campaign and program to program that allow our system to continually evolve. Trainer Note: The Dex Net product is not changing. There will be no additional keyword selection ability. Programs will continue to be setup using AMS via the taxonomy check boxes. This should be used to answer any questions about setting up custom keywords. 3) Dynamically (daily) optimized distribution network: The Dex Net system reviews client performance on individual network sites on a daily basis to determine if the individual network sites are performing. The system checks accounts daily for the quality of traffic being generated from our network. We do this to ensure we are spending the client’s budget in the most effective way possible. 4) The importance of call tracking: Gives the client proof of performance Allows for dynamic (daily) optimization of distribution network Triggers the system to ignore non-lead based calls (e.g. telemarketers, wrong numbers, etc.) The system tracks an individual account’s performance by network site and will move the account’s appearances to the sites that produce the most performance for the account. This does not mean that a client will NOT appear on a site that does not perform as well as others, but we will lower the frequency of their appearances. The Dex Net system reviews client performance on individual network sites on a daily basis to determine if the individual network sites are performing.
- #26 Dex Net displays advertising in all 3 tiers of our distribution networks. In this example, we use Google, YP.com, and Local.com to represent this. However, this process applies to all sites in all three networks. This visual demonstrates how the Dex Net system optimizes our clients’ budgets daily for leads based on the performance each source in generating. Click to advance animation Read the numbers for clicks and calls on Day 1. Based on these numbers, our system targets the sources providing the best click to call ratio and adjusts it for the next day. Which site(s) is producing the most leads on Day 1? Click to advance animation. Click to advance animation Read the numbers for clicks and calls on Day 2. This does not mean our system doesn’t show our client on Google, Local or the rest of the network, it just means they may not appear as often because Google, Local and the other sites are generating less leads. Which site(s) is producing the most leads on Day 2? Click to advance animation. Click to advance animation Read the numbers for clicks and calls on Day 3. Which site(s) is producing the most leads on Day 3? Click to advance animation Ask participants if they understand the concept of optimization. If necessary, repeat or continue the explanation emphasizing key points.
- #30 STOP FOR QUESTIONS!
- #31 Buzz to read bullets then turn over to Julie for the Poll. [Make Julie Presenter]
- #32 Julie: Using the polling feature, answer the following question. Before we conclude, I’d like to mention the Make Your World Hum promotion…
- #33 Julie: Review Promotion details… then summary…
- #34 Review points… Dex One delivers a powerful local presence for your clients By promoting your clients’ message with a variety of products and distribution platforms By getting them noticed by ready-to-buy consumers by making their message stand out. By continuously measuring results, you know what’s working, can make informed decisions, and fine-tune your program to get the most for your money Dex One helps your clients reach ready-to-buy customers through valuable partnerships and services for everything from Web design and mobile device enablement to easy-to-read, 24/7 reporting with our proprietary platform. In all, Dex can put your clients where 85 percent of local customers are looking for their products and services. Dex Net is an important component of your overall online marketing program through its intuitive learning system and through ever-evolving product features that improve efficiency and results. And as Buzz mentioned, with the attention of Google, there are many more cutting edge products on the forefront So that concludes our webinar. Thank you Buzz. Great job today! I also want to thank those on the call for your participation. We hope you’ve found today’s webinar beneficial in understanding our SEM product, Dex Net, and how it can help you deliver leads for your clients. [Next slide transition] A recording of today’s presentation will be posted on DexOneNational in the Reference section.
- #35 Also, should you need more information on Dex Net and our other digital product offerings, you can find it in the “DexKnows” section of DexOneNational.com. As always, you can contact your National Account Manager or the folks at the National Help Line. If you are not sure who your account manager is, the most up-to-date listing is located on DexOneNational.com as well. [next page]
- #36 Lastly, we’d really like to know what you think about today’s webinar, but also we’d like to know what other topics you feel would be beneficial to you in the future… so please take a few moments to complete our survey. It’s only 4 questions and it will automatically pop up on your screen when you close your browser. And everyone who completes the survey will be entered into a drawing for $100! Good luck and thank you… and we’ll see you next time.