#NOEW2016 - Local + Social like Peanut Butter & Chocolate 3-15-2016

Confidential, Property of Search Influence, LLC © 2016

LOCAL + SOCIAL: LIKE PEANUT BUTTER AND CHOCOLATE

Will ScottCEO & Co-Founder

New Orleans Entrepreneur Week

@searchinfluence #NOEW2016

SEARCH INFLUENCEHelping customers successfully market online since 2006.

Search Influence 90 full and part-time employees120 contract writersGoogle AdWords & Analytics Certified StaffGoogle Certified Partner

Reputation2011 Inc. 500 honoree2013 Inc. Hire Power WinnerRecognized leader in search and social for local business Two decades in online mediaBest Places to Work, 2014

ABOUT


● Helping businesses succeed online since 1994

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

● 10-years in business at SI● 30,000 clients and 47 resellers served● @w2scott

WILL SCOTTABOUT ME

@w2scott #NOEW2016

IN THE BEGINNING, THERE WAS THE BOOK.

NOW

85%OF CONSUMERS USE THE INTERNET TO FIND LOCAL BUSINESSES.

SOURCE: 2012 Study by SearchEngineLand.com@searchinfluence #NOEW2016

2.13 BILLION PEOPLE ARE ON SOCIAL NETWORKS.

http://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/

@w2scott #NOEW2016

74% OF ONLINE ADULTS USE SOCIAL MEDIA.

http://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/


23%OF ONLINE ADULTS USE TWITTER.

@w2scott #NOEW2016

25%OF ONLINE ADULTS USE LINKEDIN.


28% OF ONLINE ADULTS USE INSTAGRAM.

@w2scott #NOEW2016

31%OF ONLINE ADULTS USE PINTEREST.


72%OF ONLINE ADULTS USE FACEBOOK.


1,550,000,000

25% OF ALL BUSINESS OWNERS:

“SOCIAL MEDIA HELPS ME KEEP MY CUSTOMERS.”

@w2scott #NOEW2016

ONLY

41%SEE A RETURN ON INVESTMENT FROM THEIR SOCIAL MEDIA EFFORTS.

SOURCE: http://screenwerk.com/2015/05/20/unchanged-60-of-smbs-still-say-no-roi-from-their-social-media-efforts/@searchinfluence #NOEW2016

2015 LOCAL SEARCH RANKING FACTORS

OVERALL RANKING FACTORS

SOURCE: David Mihm, 2015 Local Search Ranking Factors@searchinfluence #NOEW2016

ERIC SCHMIDT SAYS:

"BRANDS ARE HOW YOU SORT OUT THE CESSPOOL".

@w2scott #NOEW2016

http://si.ly/localbrandbuilding



KEY INFORMATION ABOUT YOUR BUSINESS MUST BE ACCURATE AND ACCESSIBLE.


TAKE TIME TO BUILD OUT YOUR LISTING BEYOND NAP.

SOURCE: Local Search Association & Burke, Inc., “Local Media Tracking Study,” June 2014@w2scott #NOEW2016

CHANNEL YOUR TARGET CUSTOMER BY THINKING, “WHO BUYS MY PRODUCT OR SERVICE?”


• Men or Women?• Age? Marital and family status? • Income?• Location?

DEFINE YOUR TARGET MARKET.

@w2scott #NOEW2016

• Like or dislike?• Interests?• Values?• Lifestyle?

WHAT MAKES YOUR CUSTOMER TICK?


http://avalaunchmedia.com/infographics/social-meowdia-explained-redux/



CHOOSE YOUR TARGET NETWORKS.● Fast-moving consumer goods will perform better on Facebook.● Twitter is a primarily a news source for its users.● Pinterest is the place for food- and drink-related products or family

and parenting. ● Instagram is mostly female, 18-44. Clothing, accessories and

entertainment do well.

@w2scott #NOEW2016

MAKE A PLAN. CREATE GOALS. DO AN AUDIT. BUILD AND IMPROVE.


POSTING CONTENT? EACH PLATFORM IS DIFFERENT.


AUTOMATE. AUTOMATE. AUTOMATE.Use Facebook Scheduling to publish content when you want.


AUTOMATE. AUTOMATE. AUTOMATE.For LinkedIn, Google+ and Twitter, try Hootsuite.

OVERALL RANKING FACTORSHOW AM I DOING ON SOCIAL MEDIA?


TOPSY

HOW AM I DOING ON SOCIAL MEDIA?


5 WAYS TO MAKE SOCIAL MORE LOCAL


#1. PUT YOUR NAP ON ALL THINGS



https://youtu.be/ufV0HwGgse4

OVERALL RANKING FACTORSNAP ON YOUTUBE

NAP ON FACEBOOK


#2.GET YOUR TEAMINVOLVED


LINKEDIN LOCAL LINKS

METCALFE'S LAW


#3. ENGAGE LOCALLY RELEVANT ORGANIZATIONS


OVERALL RANKING FACTORSLIKE LOCAL STUFF

OVERALL RANKING FACTORSENGAGE LOCAL INFLUENCERS


#4. USE LOCAL ADVERTISING TARGETING


LOCALIZED ADS

MAKE SURE TO INCORPORATE THE NEW FACEBOOK PIXEL.


#5.MOBILE


OVERALL RANKING FACTORSNO LONGER OPTIONAL


EVERY DAY, AVERAGE CONSUMER SPENDS 198 MINUTES INSIDE APPS.


EVERY DAY, AVERAGE CONSUMER SPENDS 168 MINUTES ON TV.


OVERALL RANKING FACTORSAPPS VS. TV VIEWING

5 NEW THINGS YOU CAN DO IN 2016


1.FACEBOOK AUDIENCEOPTIMIZATION


AUDIENCE OPTIMIZATION

2.FACEBOOK LOCAL AWARENESS ADS


LOCAL AWARENESS ADS

OVERALL RANKING FACTORSEXAMPLE

OPTIONS

3."NATIVE" ADVERTISING


OVERALL RANKING FACTORSBIG MEDIA WANTS YOU

#NOEW2016 - Local + Social like Peanut Butter & Chocolate 3-15-2016

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Transcript of #NOEW2016 - Local + Social like Peanut Butter & Chocolate 3-15-2016