choosing the right native advertising partner with search influence

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Scalable solutions powered by experts!

@w2scott

ABOUTSEARCH INFLUENCEHelping customers successfully market online since 2006 through search e p g cus o e s success u y a e o e s ce 006 oug sea cengine optimization (SEO), social media, paid online advertising, and reputation management.

Search Influence • 70+ in-house employees• 40+ contract writers• Google AdWords &

Analytics Certified Staff

Reputation• 2011 Inc. 500 honoree• 2012 & 2013 Inc. 5000 honoree• 2013 Inc. Hire Power Award

Winner• Certified Google Partner • Recognized leader in search

and social for local business• Over a decade in online media

@searchinfluence

Choosing the Right Partner

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OUR TEAM

@searchinfluence

• First website online in 1994

WILL SCOTTABOUT ME• Deployed over 2,500 customized

web sites in 18 months (with a production staff of 12).

• Former Vice President of YPsolutions• Deployed over 300 online yellow

pages a year with print “look and feel”

• Part of team which took SprintPart of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 month (in 2005)

• Preaching the Gospel of Facebook Ads for local business since 2009

• Produced more than 150,000 pages of web copy in 2013

@w2scott


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BUILDING A COMPANY THAT SCALES

@searchinfluence

comScore March 2013 Top US Web Properties

MOST VISITED SITES

Google Sites

Yahoo! Sites

Microsoft Sites

FacebookFacebook

Amazon Sites

http://goo.gl/ZiSwq

@searchinfluence


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Most Searched

comScore March 2013 Top Google Web Searches

MOST SEARCHES

facebook

youtube

yahoo

yahoo mailyahoo mail

facebook login

http://goo.gl/YMjcI

@searchinfluence

“If you don’t like change, you’re going to like

irrelevance even less.”

David F. Jakielo


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@searchinfluence

THE OPPORTUNITY “ ti t thi $2b“… estimates see this as a ~$2b opportunity for newspapers by 2016, accounting for ~40-50% of all digital revenue.”

- BIA Kelsey

@searchinfluence


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STEADY SHIFT TOWARD DIGITAL MEDIA

11.Source: BIA Kelsey 2014

MEDIA SHARE OF USAGE VS. SHARE OF AD DOLLARS

12.Source: KPCB Internet Trends Report 2014


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NATIVE ADVERTISING POPULARITY IS GROWING

• Publishers

• Social Platforms

• Brands

• Agencies

• Technology

NATIVE ADVERTISING: PROS


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NATIVE ADVERTISING CAMPAIGNS: CRITICAL ELEMENTS FOR SUCCESS

• Transparency & trust• Content strategy• Collaboration• Earned component• Content portability• Training• Ability to scale• Measurement

Image source: https://flic.kr/p/5z71rH

According to IAB’s Native Advertising Playbook 2014

TYPES OF NATIVE AD UNITS

• In feed units• Paid search units• Recommendation units• Promoted listings• In-ad with native element units• Can’t be contained


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Includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets.

US Digital Sponsorship Ad Spending

Owned & Earned Media Channels Continue to Gain Traction

SMBS ENGAGING WITH CONTENT-RELATED MEDIA CHANNELS


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Frequency of Updating Online Properties

SMB’S UNEVEN EFFORTS TO MAINTAIN FRESH CONTENT

Ways Business’ Online Properties Are Integrated

SMB Content Integration a Work in Progress


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CONTENT MARKETING

@searchinfluence

TYPES OF CONTENT WE PRODUCE

Website content Website content Optimized business descriptions Neighborhood / community guides Vertical guides Sponsored editorial content Infographics Blogging Newsletters

E il k ti i E-mail marketing campaigns Press releases Social media posts White papers Journalistic editorial content Video More…


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CONTENT EXAMPLES

@searchinfluence

NEIGHBORHOOD /NEIGHBORHOOD / VERTICAL GUIDES

@searchinfluence


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Content is Important

@w2scott


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@searchinfluence



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@searchinfluence

ONLINE PRESS RELEASES


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NATIVE ADS - NEWSFEED

@w2scott


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Example Source: The Atlantic http://www.theatlantic.com/


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Example Source: The New York Times http://www.nytimes.com/

SPONSORED BLOGS

@searchinfluence


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Example Source: http://www.theonion.com/sponsored/insufferable-man-utters-words-craft-beer-movement,110/


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BLOG CONTENT

VIDEO

@searchinfluence


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Great opportunity to Tell The Story

And have customers tell their story


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Contact Forms

VIDEOS

@searchinfluence


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VIDEOS

@searchinfluence

VIDEOS

@searchinfluence


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VIDEOS

@searchinfluence

Example Source: The Atlantic http://www.theatlantic.com/video/


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Example Source: The Atlantic http://www.theatlantic.com/video/index/373700/is-trading-stocks-for-suckers/

Example Source: BuzzFeed http://www.buzzfeed.com/


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Example Source: BuzzFeed http://www.buzzfeed.com/friskies/dear-kitten-vertical

NON-TRADITIONAL / B2B

@searchinfluence


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INFOGRAPHICS

SOCIAL CONTENT


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SOCIAL CONTENT

CONTENT CASE STUDY

@searchinfluence


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The History:• LocateADoc.com is a directory and lead generator for doctors across the US,

National Medical Directory

CONTENT SUCCESS: INFOGRAPHICS

Canada and Mexico. In 2012, they went through a site redesign and they lost online authority. Site traffic also decreased by 52%.

The Approach:• An aggressive SEO and content marketing strategy was implemented including

monthly infographics.The Results:• How to Give Yourself a Breast Exam was published 10/24/2012. • LocateADoc.com reported 10/24/2012 to be their 2nd highest day of new patient

leads since the new site launchedleads since the new site launched.

Highlights (1 Month Later):• 2,496 pageviews to the Infographic• The average time visitors spent on the page was 00:10:54, which is 1,275% above

site average• Referral site traffic increased 15.2%

THANK YOU!

[email protected]/blog

@w2scott
