Controlling the Conversation - Local Media Association · Traditional Methods of Prospecting New...
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Controlling the Conversation - Using Customer Knowledge to Grow Local Digital Sales Jack Zavoral Director of Member Development June 7, 2017
Transcript of Controlling the Conversation - Local Media Association · Traditional Methods of Prospecting New...
Controlling the Conversation - Using Customer Knowledge to Grow Local Digital Sales
Jack ZavoralDirector of Member Development
June 7, 2017
a s s o c i a t i o ni n n o v a t e . e d u c a t e . i n s p i r e
Digital Agency Launch Markets
Madison, La Crosse WI and Spokane, Tri-cities WA Paducah, KY
Springfield, MO
Morgantown and Charleston, WV
SMB’s Are Overwhelmed & Confused
Tired of having to spend their time explaining their business goals
Have heard too many digital buzzwords with inexact meanings
They DON’T want a “capabilities review”
They DO want a consultant and partner
“How many advertising vendors or salespeople are calling on your local businesses every month?”
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SMB’s can use the help!
The Competitive Landscape is CROWDED!!
Traditional TV, Radio, Print Sellers
Pureplays like Angie’s List, Cars.com, etc
Agencies and Resellers
Self-Serve & Web-based Options
Out-of-Market Sellers
In some markets, certain digital products have become a commodity.
A View of the Landscape
The Purely Locals
The Classifieds Marketing Services
A View of the Landscape
The Purely Locals
The Classifieds Marketing Services
Cut through the clutterLocal digital sellers need to be educated about our clients business, and identify problems, opportunities, and solutions that make an impact on their business
NO◦ “Can I come in and talk about your digital marketing?”◦ “I’ve got some very unique products that you may be interested in hearing
about.”
YES◦ “I noticed that your address is wrong in Yahoo Local, which is a search engine
used by a lot of mobile searches.”◦ “I have a promotion idea to go along with your fall promotion that will use digital
platforms to make your budget work harder.”
There are an abundance of tools available, but salespeople don’t have time….
• SocialMention
• SocialSprout
• Google Alerts
• Inside View
• Yelp!
• Facebook Search Graph
• Nimble
• Klout
• Hootesuite
• Moz.com
Internal Lists/Lead listsNetworking EventsTrade Org EventsDirectory Searches“Drive-Bys”
Competitive ProductsMail at HomeReferralsInactive Customer ListsPersonal Network
Traditional Methods of Prospecting
New Methods of Prospecting
Here’s what I do to prepare in 20-30 minutesAsk for Analytics access ahead of time
Check out their website and social media presence on desktop and mobile (duh)
Review Buzzboard (or AdMall/Vendasta/Vivial) including competitors
Google keyword planning tool (if it’s not obvious)◦ Desktop and mobile search
◦ Geo-modifiers
Top citation sources from Moz;
Linkedin review – connect with and talk to other employees
Helpful Tool #1: Vendasta’s Snapshot Report
Overall Digital Score Simple Grades by Channel:
Listings Reviews Social Media Website SEM
Deep Dives in Each Channel: Sample incorrect/missing listings Reviews: recency, avg. score,
diversity of sources Social: recent posts; avg.
engagement per post Website: speed, UI, mobile-
friendliness Benchmarking vs. Industry Averages Helpful Content: Videos & Tips
Another Example: Buzzboard
Detailed Competitive Analysis (multiple competitors): Social Media: presence & engagement Local Listings Website: content & infrastructure Sample ad campaigns & creative
Buzzboard: Detailed SEO & Website Content
AdMall: Verticalized View of Advertiser’s Audience
Dashboard: OverviewSimple to Understand Tracking• Metrics are measured over time• Broken down by location
Content Marketing Metrics• Growth of customers reached• Tracking of deals claimed
Measured Results• Google Organic and Map Rankings• Directories optimized and growth of
business listings
Social Media Stats• Followers, Likes and Engagement• Ratings and Reviews
Email Marketing• Monitor email open and click thru rates
Quick Site Analytics ReviewHow are visitors getting to your site?
◦ Direct
◦ Organic Search
◦ Paid Ad
◦ Referral Site
◦ Paid Search
Bounce rate and time spent
New vs. repeat visitors %
Traffic trends
Grow site traffic!
Ads support organic traffic = Attribution
http://www.adobepress.com/promotions/free-web-analytics-kickstart-guide-140357
Further Site Analytics Training
Google Keyword Planner1. Customers do NOT search for your business name
2. “car loans” vs. “banks”
3. “money manager” vs. “financial advisor”
4. Share of search – compare # of searches to organic referrals (if you can get it)
5. “Not on page one of Google.” vs. “You’re getting less than 10% of the organic searches coming to your site.”
6. “Best”…..
7. ...”Near me”
Keyword Suggestions
Top Citation Sources via Mozhttps://moz.com/learn/local/citations-by-category#Plumbers
Check the major directories then look at industry-specific sources of referrals
When directories beat local sites in an organic search, your client has a big opportunity!
Not all directories are created equal!
Organic results forAssisted Living, Madison, WI
LinkedIn passed Twitter to become
the
2nd largest social network in the world, ranked by unique visitors.
Source: comScore
Over 300 Million LinkedIn Users
You MUST be using LinkedIn!
Your prospective prospects probably are and are likely viewing your profile prior to returning a call or conducting a meeting.
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First: Make sure you are discoverable on LI with a completed profile.
Next: Use the power of those connections in order to connect with others. Ask
to be connected.
Finally: A great one-stop-shop to learn about the business and people at the
business you are prospecting.
Then: Connect with your prospects after making initial contact.
Always: Be active. Post. Share. Build credibility as an industry expert. Join
Groups.
Thank You!
Jack Zavoral
Director of Broadcast Services
Local Media Association
608-347-7565
