content amplification strategies for local - localu new orleans 2016

Confidential, Property of Search Influence, LLC © 2016

CONTENT AMPLIFICATION STRATEGIES FOR LOCAL Will Scott

CEO & Co-FounderPaula Keller

FrenchDirector of Sales &

Marketing

@searchinfluence @w2scott @paulakfrench #localu

GET YOUR TARGET AUDIENCE (AND GOOGLE) TO SEE YOUR

BUSINESS AS A TRUSTED PROVIDER OF GOODS OR

SERVICES.@searchinfluence @w2scott @paulakfrench #localu

● Helping businesses succeed online since 1994

● Started Search Influence in 2006 with wife and COO Angie Scott

● 30,000 clients and 47 resellers served

● @w2scott

WILL SCOTTABOUT ME


PAULA KELLER FRENCHABOUT ME

Confidential, Property of Search Influence, LLC © 2016

● 7 years in online marketing with a focus on SEO

● “Influencer” since 2009● Google AdWords Certified● @paulakfrench


Search Influence90 full and part-time employees120 contract writersGoogle AdWords & Analytics Certified StaffGoogle Partner

ABOUT SEARCH INFLUENCE

Reputation2011 Inc. 500 honoreeSEL Columnists, SMX, LocalU, Pubcon, mozcon, Searchfest and moreTwo decades in online mediaBest Places to Work, 2014 & 2016

CONTENT AMPLIFICATION

?


October 1310:30 p.m.


2-6%SHRINKING ORGANIC REACH

OF YOUR FANS SEE YOUR POSTS ORGANICALLY


YOU’VE GOT A GREAT PIECE OF CONTENT, NOW LET’S

MAKE SURE IT’S DISCOVERED.


EXISTING CONTENT OPPORTUNITIES:

● Well-written site pages● Infographics● Detailed Blog Posts● Past media mentions● Others’ Blog posts● Reviews ● Sponsored / paid content


LOCATE EXISTING MENTIONS

“Brand” -inurl:domain.com“Center for Restorative Breast Surgery” -

inurl:breastcenter.com“audubon nature institute” -

inurl:audubonnatureinstitute.org"donaldson plastic surgery" -

inurl:donaldsonplasticsurgery.com@searchinfluence @w2scott @paulakfrench #localu

AIM FOR ORGANIC LOCAL PLACEMENTS


SPONSORED (PAID!)

OPPORTUNITIES@searchinfluence @w2scott @paulakfrench #localu

HYPER LOCAL


HYPER TRUSTED

ANALYZING SEO VALUE

OF SPONSORED PLACEMENTS


Dedicated PageBrand Name in Title Tag, URL &

Heading

Video

Location in Title Tag, URL, Heading

LocalCitations!

Yes, Local Citations!

Whitespark agrees.


Decent Anchor TextFollowed Link

Page AuthorityDomain

Authority@searchinfluence @w2scott @paulakfrench #localu

Indexation


HOW LONG WILL ITLIVE?


Paula Keller French

Will, do you think its common practice that sponsored content comes down sometimes?

Paula Keller French

[email protected]

PAY-TO-PLAY FACEBOOK

STRATEGIES


2M 80%active advertisers on Facebook (and

most are small businesses)

of Facebook’s new advertisers

started by paying for promoted

posts

a day is the average spent

by small businesses on

Facebook

$5-$50


WITH FACEBOOK, YOU CAN TARGET LIKE A BOSS.


FACEBOOK’S “MARKETING PARTNERS”

(A.K.A. DATA PROVIDERS)


Home Type: Year Home Built


Household Composition: Grandparents, Veterans in Home


Parents: All Parents


Life Events: Anniversary within 30 Days


Life Events: Away From Hometown


Automotive: New Vehicle Buyers (near market)


Automotive: New Vehicle Shoppers (in market)


Automotive: Used Vehicle Buyers


Travel: Business Travelers


Residential Profiles: Recent Homebuyers


Charitable Donations: Cancer Causes


Seasonal and Events: Cricket Enthusiasts


@searchinfluence #NOEW

IMPROVE TARGETING BY CREATING LOOKALIKE AUDIENCES


FACEBOOK CUSTOM AUDIENCES:EMAIL LISTS + LOOK ALIKE


SO, HOW DO YOU GET EMAIL ADDRESSES?

ASK AT EVERY TOUCHPOINT● When someone calls to ask a

question● When someone is purchasing

something at an event● When someone is filling out an

online form, make the email address field required

● Newsletter signup on website


REMARKET TO TURN LOSERS INTO WINNERS


REAL LIFE EXAMPLES
