#noew2016 - local + social like peanut butter & chocolate 3-15-2016
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Confidential, Property of Search Influence, LLC © 2016
LOCAL + SOCIAL: LIKE PEANUT BUTTER AND CHOCOLATE
Will ScottCEO & Co-Founder
New Orleans Entrepreneur Week
@searchinfluence #NOEW2016
SEARCH INFLUENCEHelping customers successfully market online since 2006.
Search Influence 90 full and part-time employees120 contract writersGoogle AdWords & Analytics Certified StaffGoogle Certified Partner
Reputation2011 Inc. 500 honoree2013 Inc. Hire Power WinnerRecognized leader in search and social for local business Two decades in online mediaBest Places to Work, 2014
ABOUT
@searchinfluence #NOEW2016
● Helping businesses succeed online since 1994
● Started Search Influence in 2006 with wife and COO Angie Scott
● 10-years in business at SI● 30,000 clients and 47 resellers served● @w2scott
WILL SCOTTABOUT ME
@w2scott #NOEW2016
@searchinfluence #NOEW2016
IN THE BEGINNING, THERE WAS THE BOOK.
NOW
85%OF CONSUMERS USE THE INTERNET TO FIND LOCAL BUSINESSES.
SOURCE: 2012 Study by SearchEngineLand.com@searchinfluence #NOEW2016
2.13 BILLION PEOPLE ARE ON SOCIAL NETWORKS.
http://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/
@w2scott #NOEW2016
74% OF ONLINE ADULTS USE SOCIAL MEDIA.
http://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/
@searchinfluence #NOEW2016
23%OF ONLINE ADULTS USE TWITTER.
@w2scott #NOEW2016
25%OF ONLINE ADULTS USE LINKEDIN.
@searchinfluence #NOEW2016
28% OF ONLINE ADULTS USE INSTAGRAM.
@w2scott #NOEW2016
31%OF ONLINE ADULTS USE PINTEREST.
@searchinfluence #NOEW2016
72%OF ONLINE ADULTS USE FACEBOOK.
@searchinfluence #NOEW2016
1,550,000,000
@searchinfluence #NOEW2016
25% OF ALL BUSINESS OWNERS:
“SOCIAL MEDIA HELPS ME KEEP MY CUSTOMERS.”
@w2scott #NOEW2016
ONLY
41%SEE A RETURN ON INVESTMENT FROM THEIR SOCIAL MEDIA EFFORTS.
SOURCE: http://screenwerk.com/2015/05/20/unchanged-60-of-smbs-still-say-no-roi-from-their-social-media-efforts/@searchinfluence #NOEW2016
2015 LOCAL SEARCH RANKING FACTORS
OVERALL RANKING FACTORS
SOURCE: David Mihm, 2015 Local Search Ranking Factors@searchinfluence #NOEW2016
ERIC SCHMIDT SAYS:
"BRANDS ARE HOW YOU SORT OUT THE CESSPOOL".
@w2scott #NOEW2016
http://si.ly/localbrandbuilding
KEY INFORMATION ABOUT YOUR BUSINESS MUST BE ACCURATE AND ACCESSIBLE.
@searchinfluence #NOEW2016
TAKE TIME TO BUILD OUT YOUR LISTING BEYOND NAP.
SOURCE: Local Search Association & Burke, Inc., “Local Media Tracking Study,” June 2014@w2scott #NOEW2016
CHANNEL YOUR TARGET CUSTOMER BY THINKING, “WHO BUYS MY PRODUCT OR SERVICE?”
SOURCE: 2012 Study by SearchEngineLand.com@searchinfluence #NOEW2016
• Men or Women?• Age? Marital and family status? • Income?• Location?
DEFINE YOUR TARGET MARKET.
@w2scott #NOEW2016
• Like or dislike?• Interests?• Values?• Lifestyle?
WHAT MAKES YOUR CUSTOMER TICK?
@searchinfluence #NOEW2016
2012
http://avalaunchmedia.com/infographics/social-meowdia-explained-redux/
CHOOSE YOUR TARGET NETWORKS.● Fast-moving consumer goods will perform better on Facebook.● Twitter is a primarily a news source for its users.● Pinterest is the place for food- and drink-related products or family
and parenting. ● Instagram is mostly female, 18-44. Clothing, accessories and
entertainment do well.
@w2scott #NOEW2016
MAKE A PLAN. CREATE GOALS. DO AN AUDIT. BUILD AND IMPROVE.
SOURCE: 2012 Study by SearchEngineLand.com@searchinfluence #NOEW2016
POSTING CONTENT? EACH PLATFORM IS DIFFERENT.
@searchinfluence #NOEW2016
@searchinfluence #NOEW2016
@searchinfluence #NOEW2016
AUTOMATE. AUTOMATE. AUTOMATE.Use Facebook Scheduling to publish content when you want.
@searchinfluence #NOEW2016
AUTOMATE. AUTOMATE. AUTOMATE.For LinkedIn, Google+ and Twitter, try Hootsuite.
OVERALL RANKING FACTORSHOW AM I DOING ON SOCIAL MEDIA?
@searchinfluence #NOEW2016
TOPSY
HOW AM I DOING ON SOCIAL MEDIA?
@searchinfluence #NOEW2016
5 WAYS TO MAKE SOCIAL MORE LOCAL
@searchinfluence #NOEW2016
#1. PUT YOUR NAP ON ALL THINGS
@searchinfluence #NOEW2016
@searchinfluence #NOEW2016
OVERALL RANKING FACTORSNAP ON YOUTUBE
OVERALL RANKING FACTORSNAP ON YOUTUBE
@searchinfluence #NOEW2016
NAP ON FACEBOOK
@searchinfluence #NOEW2016
#2.GET YOUR TEAMINVOLVED
@searchinfluence #NOEW2016
LINKEDIN LOCAL LINKS
METCALFE'S LAW
@searchinfluence #NOEW2016
#3. ENGAGE LOCALLY RELEVANT ORGANIZATIONS
@searchinfluence #NOEW2016
OVERALL RANKING FACTORSLIKE LOCAL STUFF
OVERALL RANKING FACTORSENGAGE LOCAL INFLUENCERS
@searchinfluence #NOEW2016
#4. USE LOCAL ADVERTISING TARGETING
@searchinfluence #NOEW2016
LOCALIZED ADS
LOCALIZED ADS
MAKE SURE TO INCORPORATE THE NEW FACEBOOK PIXEL.
@searchinfluence #NOEW2016
@searchinfluence #NOEW2016
#5.MOBILE
@searchinfluence #NOEW2016
OVERALL RANKING FACTORSNO LONGER OPTIONAL
@searchinfluence #NOEW2016
EVERY DAY, AVERAGE CONSUMER SPENDS 198 MINUTES INSIDE APPS.
@searchinfluence #NOEW2016
EVERY DAY, AVERAGE CONSUMER SPENDS 168 MINUTES ON TV.
@searchinfluence #NOEW2016
OVERALL RANKING FACTORSAPPS VS. TV VIEWING
5 NEW THINGS YOU CAN DO IN 2016
@searchinfluence #NOEW2016
1.FACEBOOK AUDIENCEOPTIMIZATION
@searchinfluence #NOEW2016
AUDIENCE OPTIMIZATION
AUDIENCE OPTIMIZATION
2.FACEBOOK LOCAL AWARENESS ADS
@searchinfluence #NOEW2016
LOCAL AWARENESS ADS
LOCAL AWARENESS ADS
OVERALL RANKING FACTORSEXAMPLE
OPTIONS
3."NATIVE" ADVERTISING
@searchinfluence #NOEW2016
OVERALL RANKING FACTORSBIG MEDIA WANTS YOU
OVERALL RANKING FACTORSBIG MEDIA WANTS YOU
SPONSORED ARTICLE
SPONSORED ARTICLE
SPONSORED CONTENT
SPONSORED CONTENT
4.MEDIA LINES ARE BLURRED
@searchinfluence #NOEW2016
OVERALL RANKING FACTORSBUZZFEED
OVERALL RANKING FACTORSMASHABLE
OVERALL RANKING FACTORSMASHABLE NOT TAGGED AS “SPONSORED”
5. FACEBOOK VS. GOOGLE
@searchinfluence #NOEW2016
FACEBOOK'S AD NETWORK
SOURCE: AdWeek, Social Times
HOOTSUITE LAUNCHES ADS
NO SUCH THING AS A FREE LUNCH. PAY-
TO-PLAY IS THE FUTURE.
@searchinfluence #NOEW2016
YOU DON'T OWN FACEBOOK
ADVERTISERS SPEND $54 BILLION
ON SOCIAL MEDIA ADS IN 2020
@searchinfluence #NOEW2016
FACEBOOK PROMOTED POST
OVERALL RANKING FACTORSFACEBOOK PROMOTED POST
OVERALL RANKING FACTORSLINKEDIN SPONSORED UPDATE
OVERALL RANKING FACTORSPINTEREST SPONSORED PINS
THANK YOU!-WILL SCOTT
wscott@searchinfluence.comsearchinfluence.com/blog
twitter.com/searchinfluence
Search Influence935 Gravier St STE 1300New Orleans LA 70112(504) 208-3900
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