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Right Place, Right Time Local Marketing Exchange Orlando, May 2013
Myles Anderson Founder & CEO BrightLocal.com
London, UK
1. STATE OF THE LOCAL ONLINE MARKET 2.
REVIEWS & REPUTATION IN LOCAL MARKETING
LOCAL SEO INDUSTRY SURVEY 2013
www.biakelsey.com
LOCAL CONSUMER REVIEW SURVEY
2013
THE MOST POSITIVE & UPBEAT INDUSTRY
84% OF LOCAL AGENCIES EXPECT 2013 TO BE GOOD-GREAT YEAR
Hopes & expectations for 2013
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
It's going to be a great year for
me
It's going to be a good year but hard work
Who knows? 'Local' changes so much that it's hard to predict
what will happen
I hope it will be good but i'm not sure how it will
go
I think it's going to be a difficult
year
Other
Source: BrightLocal Local SEO Industry Survey 2013
93% OF LOCAL AGENCIES EXPECT BUSINESS TO GROW IN 2013
Do you expect to grow your business in 2013?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes definitely Maybe No
2013 2011
Source: BrightLocal Local SEO Industry Survey 2013
82% OF LOCAL AGENCIES EXPECT TO RECRUIT IN 2013
Are you planning to recruit more staff in 2013?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes, definitely No, it's unlikely No, definitely not 2013 2011
Source: BrightLocal Local SEO Industry Survey 2013
GROWTH GROWTH & CHANGE
78% GROWTH IN LOCAL DIGITAL REVENUES 2012 - 2017
BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012
Revenues due to grow from $23bn to $41bn
$-‐
$5
$10
$15
$20
$25
$30
$35
$40
$45
2012 2013 2014 2015 2016 2017
Scale = Millions US$
BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012
$10.2BN
IN 2016, LOCAL SEARCH REVENUES WILL HIT…
BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012
78% growth in local search revenues
$-‐
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
2011 2016
$10.2 Billion
$5.7 Billion
BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012
50% MOBILE SEARCH QUERIES ARE LOCAL IN NATURE
Source: Google spokesperson, Oct 2012
2015 MOBILE ‘LOCAL’ SEARCH WILL SURPASS DESKTOP SEARCH
BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012
Mobile local search surpasses desktop
0
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016
Mobile Desktop
BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012
Scale = billion searches/year
113,000,000,000 ‘LOCAL’ SEARCHES ON MOBILE IN 2016
BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012
198,000,000,000 ‘LOCAL’ SEARCHES IN 2016
BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012
250% IN ‘LOCAL’ SEARCHES BY 2016
BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012
SUCCESS OPPORTUNITY COMPETITION
40,000 LOCAL INTERNET MARKETING COMPANIES IN THE US*
*Figures are approximate
40,000 local internet marketing agencies in USA
-‐
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
Local Internet Marke[ng Agencies 'Local' SMBs
3 million
40,000
*Figures are approximate
75 CLIENTS FOR EVERY LOCAL INTERNET MARKETING AGENCY
SMB
Mean spend on SEO is $500 - $1000/month
$-‐
$0
$0
$0
$0
$0
$0
<$100 $100-‐$250 $250-‐$500 $500-‐$1000 $1000-‐$2000 $2000-‐$5000 >$5000
Source: BrightLocal Local SEO Industry Survey 2013
$37,000 PER MONTH REVENUE FOR LOCAL AGENCIES
What was your turnover in last 12 months?
0% 5% 10% 15% 20% 25% 30% 35% 40%
2013 2011
Source: BrightLocal Local SEO Industry Survey 2013
34% OF AGENCIES REVENUE WAS LESS THAN $30,000 LAST YEAR
Source: BrightLocal Local SEO Industry Survey 2013
HARDER SELL? COMPETITION? LOWER PRICES?
How many leads do you pro-actively contact each month?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
None 1 2-‐5 6-‐10 11-‐20 20-‐30 30-‐40 50+
2013 2011
Source: BrightLocal Local SEO Industry Survey 2013
32% OF AGENCIES DO NOT ENGAGE IN OUTBOUND SALES
Agencies are making more outbound contacts than before
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
None 1 2-‐5 6-‐10 11-‐20 20-‐30 30-‐40 50+
2013 2011
Source: BrightLocal Local SEO Industry Survey 2013
42% OF LEADS CONVERTED TO NEW CUSTOMERS
What is your success rate at converting leads to customers?
0%
5%
10%
15%
20%
25%
< 10% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2013 2011
Source: BrightLocal Local SEO Industry Survey 2013
Conversion rate dropped significantly since 2011
0%
5%
10%
15%
20%
25%
< 10% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2013 2011
Source: BrightLocal Local SEO Industry Survey 2013
REPUTATION & RELATIONSHIPS
THE IMPORTANCE OF
IN SELLING LOCAL MARKETING SERVICES
Which channels are most effective at attracting new customers for your agency?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Source: BrightLocal Local SEO Industry Survey 2013
WOM DELIVERS MORE CUSTOMERS THAN ANY OTHER CHANNEL
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Source: BrightLocal Local SEO Industry Survey 2013
Which channels are most effective at attracting new customers for your agency?
3OF4 TOP CUSTOMER GENERATING CHANNELS ARE OFFLINE
3 of 4 top customer generating channels are offline
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Source: BrightLocal Local SEO Industry Survey 2013
Good reputation & relationships are essential
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Word of mouth SEO Local Business Groups
Meet-‐ups/ Workshops
Source: BrightLocal Local SEO Industry Survey 2013
Which channels are most effective for attracting new customers?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Source: BrightLocal Local SEO Industry Survey 2013
THIS INDUSTRY NEEDS YOU!
5.8 ‘MEDIA’ USED FOR MARKETING & PROMOTION BY SMBS
BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012
DOUBLE THE NUMBER THEY USED 5 YEARS AGO
BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012
Average no. media used has nearly doubled in 5 years
3 3.1 3.1
4.6
4.4
5.8
0
1
2
3
4
5
6
7
2007 2008 2009 2010 2011 2012
BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012
google+
google places yahoo Local
adwords
bing local facebo
ok
foursquare yelp gowalla
ppc facebook places
yext citrigrid
Local dire
ctories
Yellowpages.com
Livingsocial.com groupon
bing ads
email marke3ng
affiliate marke[ng
ver3cal dire
ctories
twiber
mobile adver[sing
seo Demand force youtube
sms Loyalty schemes
display adver[sing video marke[ng bbb.org
sms
twiber citrigrid
adwords express yelp
daily deals livingsocail.com
ad retarge3ng
Mobile apps
ppc local directories
foursquare tripadvisor
youtub
e
pinterest video marke3ng
Vouche
r cod
es
gowalla
bing local
adwords
bbb.org
grou
pon
Myles Anderson BrightLocal.com [email protected] Skype:brightlittlelight