the digital solutions local merchants say they need most
TRANSCRIPT
What Local Merchants Want Most
The Digital Solutions Merchants Say they Need the Most
In Q1/Q2 of 2015, Borrell & Associates conducted a Survey of over 7,000 local merchants in markets across the US, asking them where they planned to spend their online and off line marketing budgets.
This presentation covers highlights of the report. We also look at both existing and new digital marketing and services programs that sync up with the needs of the merchants, as discovered in the survey.
How Local Merchants Plan to Spend their Digital Budgets
Digital Services Spending now 5X Larger than Advertising
Top 5 Service Categories (Blue) 1. Web Design, Management (39%)2. Web Hosting (38%)3. Search Engine Optimization (29%)4. Social Media (27%)5. Email Management (19%)
% of Respondents & where they plan to spend $$
How Local Merchants Plan to Spend their Digital Budgets
Top Advertising Categories (yellow)1. Sponsorships (18%)2. Search Engine Marketing (15%)3. Targeted Banners (15%)4. Online Directory Listings (15%)5. Online Video Advertising (12%)
% of Respondents & where they plan to spend $$
What Digital Services Merchants Need Most: 39% Say Need Help with their Website
Before After
Search Optimized, Responsive Designed Sites that look good on any size screen making both
consumers and Google happy.
Smart Phone Friendly Companion Site for those not ready for a full redesign,
but need to get Mobile compliant.
Our Web Design Services include:
• Findable in Search on All Screens• Reflects quality of your business• Increase inbound leads, awareness• Easy to update – keep it fresh• Feature menu, photo gallery video, blog,
map, social links
• Optimize Top 50 Listing Sites• Google + updating each month• Includes photos, full biz description,
contact info, links to site• Monthly ranking reports
Search Optimized Responsive Website
SEO Business Listing Optimization
• 24/7 Monitoring of Review, Social sites• Real time alerts for new reviews, ratings• Best Practices for Responding • Strategies for gaining positive reviews• Monthly reporting
Reputation Management
Web Starter Package
Investment Options 3 Page Site Package $499 1x Set Up, $299/month
6 Page Site Package$799 1x Set Up, $329/month
Add an SEO Montage Video for $199 1x production fee
Add a monthly SEO Blog article for $99/month
Includes secure hosting, monthly updates to Google, Website, Reputation Management plus Ranking & Site Analytics reports
Popular SEO Optional Add Ons
Website, SEO, Reputation ManagementContact Info Here: 000-000-0000 [email protected] here
What Digital Services Merchants Need Most: 1 out of 3 Say Need Help with SEO
Top 50 Directories, Monthly Google+
updates
Monthly, 400 words your best keywords
:60 infomercial, pro voice, script, music,
montage or Live Shoot + YouTube Channel
Positive Ratings/Reviews help you rise to the top of search. Plus 24/7 monitoring, & real
time alerts
Our SEO Packages include:
Search Optimized Videos
Search Optimized Business Listings
Ratings, Reviews & Rep Management
Search Optimized Blog Articles
New Dashboard
ROI: New Visibility Dashboard Measures Accuracy of Listings, Ranking improvement & Reputation Management
The Impact of MobileGeddon
MobileGeddon algorithm change has 4X bigger impact to search rankings than either of Google’s much publicized updates last year (Panda & Penguin)
Why Getting in Compliance withGoogle is important…
They OWN mobile search!
Mobile Website – • connect with the on-the-go consumer• Matches look and feel of existing website to maintain your brand• Streamlined navigation with one click to call, interactive map functionality • Matches pages of main site including Photo gallery, product, services,
specials and about us pages• Get found in search: True Mobile friendly sites rise to top on sites like
Investment: $299 1x design fee for creation of the mobile website
Choose a Monthly Hosting and Maintenance Option – select one• Secure Virus Free Hosting - $59/mo w/ updates • Secure Virus Free Hosting with text VIP club marketing – 1000 messages/mo
- $138 • Add $70 mo for every 1000 messages
Mobile Websites Now On Sale!
RECOVERY
What Digital Services Merchants Need Most: Content Management Help
Social Media Management 27% Need Help
Email Marketing 19% Need Help
We post 3x week to Social channels of your choice. Includes contests, boosted FB posts
all Hands Free to You!
We design and manage your monthly e-newsletter, updating graphics and content and sending to your opt-in list.
Social Media Marketing Opportunity65% haven’t bought Facebook ads yet…
but those that have are satisfied with their results
79% are Somewhat or Very Satisfied
Social Management & Marketing grew Facebook Fan from zero to over 1000 Fans in 3 months!
Included Managed Posting with Boosts plus a Marketing Campaign that reached over 42,900 local consumers, generating:
• 1231 clicks to Fan Page• 956 Likes = New Fans of the Page! • 1261 Actions (total all shares, comments, likes) 2.78%
Click thru Rate (CTR)
Why Merchants are Satisfied… Marketing on Facebook works really well!
Social Media OptionsHands Free Social Media Management & Marketing
Managed Posting Service: We create and post across 3 or more social channels of your choice choose from Facebook, Twitter, Google+, Pinterest, LinkedIn, Instagram. Monthly meeting to plan your Social Posts and Schedule. We post on day/time of your choice that best reaches your fan base.
Social Marketplace Exposure – your posts featured in #1 Local Media News & Information Website, with potential reach of over 000,000 visitors a month
Facebook Marketing – All programs include 2 – 4 boosted posts per month
Option: Add “Guaranteed Fan Plan” marketing – you’ll receive 1000’s of ad impressions to your target audience with a minimum new fans each month guaranteed!
Visitors to Media Partner site can scrollthru the Social Marketplace widget to view latest posts from local Merchants or link to Social Marketplace section
Video Ads driveGreat Click thrus
Scroll for more posts
Social Marketplace Promotion on Leading Local Media Website
See Friends2Follow examples here http://friends2follow.com/
Social Marketplace also has it’s own section within the site…
Social Marketplace Options Good$399
Better$799
Best$999 Details: 90 Day Commitment
Social Media Management Yes Yes YesHands free Social Media Management,
posting 3x week to 3 channels. Includes two boosted posts, online contest, in-
store collateral
Social Marketplace Online Via Local Media Website Yes Yes Yes
24/7 Exposure on #1 News & Info site via the Social Marketplace news feed widget
and dedicated section
Facebook Guaranteed Fan PlanTarget Marketing by
location and interest groupn/a
50 New Fans & 1000’s of
Impressions
100 New Fans & 1000’s of Impressions
1000’s of Geo Targeted Ads will be delivered to your best potential customer
base until we hit your Fan Plan Guarantee
Optional Add-On Managed Services: Video Production: Add 1x Production Fee of $1399 for On-Site
Video Shoot; $399 for a Montage Slide Show VideoVideo production includes Pro Voice, Scripting,
Music, On-site interview, editing
Social Marketplace Packages
SEO VIDEO PRODUCTION #1 VIDEO SITE #1 SOCIAL SITE PREMIUM PUBLISHER NETWORK
Video Marketing Options
Pay Per View Video Marketing Leverages the Power of YouTube & Facebook to Promote Your Business
Lights, Camera, Action! Choose from Live Shoot on Location at your business or a Montage Video. Your HD Video can be up to :60 in length (45 seconds recommended) and can be displayed on your website, YouTube Channel and Social Media Business Page. Pro voice over and music included! View Video Samples here: http://www.examplevideos.com/
YouTube Marketing & SEO Optimization: We’ll create a custom YouTube channel for your business and optimize the :60 video for best search results on Google. (Google Owns YouTube!) We’ll also target your video to reach local consumers before they watch videos on YouTube. You only pay when someone watches at least 30 seconds of your video.
Facebook Marketing: We’ll target local consumers with a Sponsored Video Ad on Facebook. Your Video will appear in the Newsfeed for both web and mobile FB visitors. Again, you only pay when someone views your Video in their feed. (if they scroll past, it doesn’t count as a view) We will also post your Video to your FB business page where it can be viewed by all your Fans.
Exposure on the #1 Local News Site: We’ll also feature your video in our Social Media Marketplace feed on local media website, reaching over one zillion visitors per month! (at least )See Friends2Follow examples here http://friends2follow.com/
Benefit from high exposure on #1 Social, Video & News sites…you only pay when someone watches your video!
Video Appears in Facebook Newsfeed for Web & Mobile…
Targeted 10 Mile Radius around your store & by consumer interests
You only pay when someone stops to view the video in the feed or by clicking thru
Your video appears before selected videos delivered to local consumers. You are only charged when someone watches at least 30 seconds of your video.
Bonus: This equals FREE promotion, as your logo and a portion of your message is always seen, even if someone skips your ad. Your ad appears here…and also in search results.
Your Video will also be search engine optimized and featured on your own custom YouTube Channel
Your Video will also be search engine optimized for your best keywords and featured on your own custom YouTube Channel
Properly optimized video ranks 55% faster in search than regular web content…and shows up as eye catching thumbnails in search result…
Your YouTube channel hosts all of your SEO videos…and can include other Videos previously created for you company. Link to your YouTube channel from your website, Google Business Listings and Social Media pages.
Video Targeting Options Good$499
Better$899
Best$1349 Details
Social Marketplace on Media Site Yes
Yes Yes Video FB post and other posts appear in Social Marketplace widget and landing page as updated
Facebook Targeted Video Views 200 400 600 Sponsored Video posts appear in newsfeed of for web & mobile - target by geo & relevant interest
YouTube Targeted Video Views 100 200 300 video plays before content to target local consumers by relevant interest.
Total Guaranteed Video Views 300 600 900 If unlikely event Targeted Views not reached, we will extend the campaign for additional days until target reached.
Montage Videos $299 1x fee Includes up to :60 HD Video with pro voice, scripting, quality images, SEO best keywords
Live On Site Video Shoot $1395 1x fee Includes up to :60 HD Video, 1 hour on site, interview, pro voice, editing with 1 round of changes, SEO best keywords
VIDEO PRODUCTION OPTIONS
VIDEO MARKETING OPTIONS
Video Search Retargeting We edit your video into a :15 - :30 pre-roll commercial and then serve it to consumers on premium publisher websites. Ads are targeted based on consumer’s recent online activity, including previous visits to your website, keywords searched, and articles read. Ads are delivered across multiple platforms, including Web, Mobile and Social.
Investment: 1x edit fee + $20 per thousand videos served
With Video Search Retargeting, your video pre-roll ad is ONLY served to local consumers who are actively in the market for your products and services.
We collect data on consumers from 9 diff sources as they search, shop, read content, click on ads and move about the web.
Muscle Cars1
2Consumer later visits one of their favorite sites and clicks on video content of interest. Before they see the video, they are served your pre-roll ad featuring a product they already have an active interest in.
Keyword targets can include your most relevant product and service keywords…including the keywords of your Competition!
Videos are delivered to consumers on multiple platforms, including Web, Tablet and Smart phone. How it works:
Ready to Go Native?
79% are Somewhat or Very Satisfied
Native Options include
We Create the Content
You feature on Your Leading News Site
Native Network Distribution Extends Reach
Sales & Process Best Practices:• Set up committee of all stake holders (news, sales, production)• Establish placement and naming guidelines – i.e. “Sponsored Post” and approval process for all articles• Premium Product, Premium Price with limited availability (Home Page, Section Fronts 1x per day)• Establish Native Sales Champion - not everyone can sell solo• Target Medium to Large Best Clients, future clients
Sample Native Ad Placement adjacent to News Articles on Premium Publisher sites like Foxnews.comvia Web and Mobile Sites
Package Starter$799/mo
Better$1599/mo
Best$2995/mo Details
# articles newspaper.com 1 mo 1 mo 1 mo
400 word SEO Article on
#1 Local News Site
News Network Distribution No 50,000 imps 100,000 imps
Targeted to Local Consumers on Premium Sites
Facebook Distribution No 25,000 imps 50,000 imps
Targeted to Local Consumers #1 Social Network
Press ReleaseNetwork No No Yes
Distributed to major news, blogs by industry, region
Native Boost Packages
Prospecting Strategies for New Business
• Tools to make your job easier • Fish in a Barrel• The “A” Word
Prospecting tool helps find Product Specific Targets by GEO Pick your region, category and analyze key areas of need, including: Responsive website, SEO, Social Media, SEM, E-Commerce and more
Digital Audit great foot in doorShows you’ve done your homework!
Fredericksburg VA - 135 attended! Columbus OH = 100+ St. Joe MO - 80 showed up!
"Marketing education will boom.....we received thousands of responses on an open-ended question regarding biggest marketing problems. SMBs are screaming for help managing their newfound media channels. They’ve become suspicious of “trusted advisors” or “marketing consultants” who merely want to sell them broadcast or print advertising with a little digital icing. They’ve also become unsure about the effectiveness of Google keywords and banner advertising. Seminars, webinars and mini conferences on local marketing….are likely to generate bountiful leads.“ - Borrell & Associates
Stocking your Sales PipelineMerchant Events Position You as the Local Experts….
Yes the Market needs these ServicesYes we have a way to ID who best prospects areYes we have strong product offering at competitive ratesYes we have significant advantages over the competition
o Long Standing Customer Relationshipso Great Market Reputationo Incredible Bundling Capabilities competitors don’t have
with our core Media Property Assets
Bottom Line: We are ideally positioned to make Some Serious Revenue!
Yes, it is a NUMBERS Game….(here comes the “A” word)
It’s all about Accountability! How many digital “at bats” is your team getting a month?
X Quality Prospects in Pipeline X % Close Rate @ ARPO = $ Per Month. Repeat.
If you’re not talking about Digital with your Customers, we can guarantee you somebody else is….
For more on the Borrell Report
Watch the Guarantee Digital Gordon Borrell Webinar replay here
Get a full copy of the Report at www.borrellassociates.comSecret Code: guarantee200
EMPOWERINGLocal Merchants & Media Partners
with Essential Digital Solutionsto Grow their Business
Contact Daryl Hively