Michigan.com Capabilities

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REACH. ENGAGE. ACTIVATE.

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+agency-level resources =

Michigan's largest audience



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millionmonthly visitors

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Largest audience

REACH. ENGAGE. ACTIVATE.How big are we? Michigan.com is the largest media and marketing company in the state of Michigan. Our websites attract 32 million visitors a month from Michigan and beyond across all digital platforms.

(our news sites are about 7 million of this number).

NOTE THE 32 MILLION IS MADE UP OF THESE SITES COMBINED AROSS THE US3

Research Strategy Creative

How does it all add up? Each month, Michigan.com helps morethan 600 companies grow their business.

Agency level resources

REACH. ENGAGE. ACTIVATE.How big are we? Michigan.com is the largest media and marketing company in the state of Michigan. Our websites attract 32 million visitors a month from Michigan and beyond across all digital platforms.

(our news sites are about 7 million of this number).

NOTE THE 32 MILLION IS MADE UP OF THESE SITES COMBINED AROSS THE US4

Summer15

OBJECTIVES

PROPOSALPRINT ADSDESKTOP & MOBILE DISPLAY SOLUTIONSSEOE-MAIL MARKETINGWEBSITE DESIGNSOCIALPPC

PREPRINT & SELECT

MAPS/REP

CUSTOM CONTENT


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Objectives

REACH. ENGAGE. ACTIVATE.Insights

REACH. ENGAGE. ACTIVATE.Strategy

REACH. ENGAGE. ACTIVATE.PPC


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PPC connects your business to people searching for it81% of shoppers research online before purchaseGoogle's top 3 positions receive 41% of all clickspaid search will improve your visibilityBusinesses average $2 for every $1 spent on AdWordsSources: AdMall 2015; Google Insights, New Research Shows Search Ads Drive Brand Awareness, June 2014; GE Capital Retail Bank, Major Purchase Shopper Study July 2013; Google/Ipsos Search engine watch 2013; G/O Digital Search Advertising; http://www.google.com/economicimpact/methodology.html

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How PPC worksCustomer types in search terms - your ad that matches appears up top or along right railClicks lead to a landing page that prompts calls, form-fills & emailsAll traffic and leads are tracked

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In business since 1999, we strive to be your one-stop shop in furniture. We have Roker, Lenington, Fiskar, and more! Consultants are on-site to not only help you find your dream set, but to help you customize it too!

Stop in today and let us help. Come check out our Low Price Promise and get your appointment scheduled today.whathowwhy


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Expertise. We currently run 2,600 PPC campaigns Proprietary program that picks the top keywordsLanding pages/proxy pageReal-time reporting dashboardYour solution includes

Michigan.com is one of only 26 Google SMB Partners worldwide



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Landing pages


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Landing pages are what customers see after clicking PPC adsThey provide what your website might not: mobile optimized formatting, customization for promotionsThey bump conversion rates by 25%75% of searchers act within a few hours

Sources: comScore, G/O Digital, Google Effectiveness of landing pagesREACH. ENGAGE. ACTIVATE.



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How landing pages workPage is integrated with Google MapsAds guide consumers to your mobile-optimized page. They can get info, watch video, call or fill out a formLeads are tracked with analyticsREACH. ENGAGE. ACTIVATE.


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whathowwhy


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Case studyBusiness segment: Cosmetic surgeon Campaign media: Search engine marketingCampaign length: 3 months Geography: Detroit DMA

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Case studyBusiness segment: Luxury furniture retailerCampaign media: Search engine marketingCampaign length: 12 months Geography: Detroit/Grand Rapids DMAs

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Case studyBusiness segment: Custom home builderCampaign length: 1 year Geography: Southeast Michigan

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OBJECTIVES

PROPOSALSummer15

PRINT ADSDESKTOP & MOBILE DISPLAY SOLUTIONSSEOE-MAIL MARKETINGWEBSITE DESIGNSOCIALPPC

PREPRINTS & SELECT

MAPS/REP


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SEO


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SEO pulls your site higher up the search rankingsThe most relevant sites rank highest75% of users never scroll past page one - it pays to be on page oneCampaigns are cost effective: 14.6% of SEO lead results close

Sources: inForza.com; www.business2community.com/seo/mobile-seo-need-taking-seriously-01067535#DJFTA1O82R62pS0C.99



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How SEO worksRegular updates and links position your site higher on page-one of searchesThis generates name recognition, credibility and clicksAnalytics keep tabs on visitors to optimize results



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Expertise. We currently run 5,276 SEO campaignsSEO specialistsHigh-quality custom content Analytics dashboard to continually optimize your rank

Your solution includes...



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Case studyBusiness segment: Plumber - HVACCampaign media: Search engine optimizationCampaign length: 1 year

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OBJECTIVES

PROPOSALSummer15


PREPRINTS & SELECT

MAPS/REP


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Email marketing


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Email delivers the highest return on investment in digitalFor every $1 spent, an average of$44.25 is returnedEmail provides the precise household targeting of direct mail at a lower cost66% of US online consumers have made a purchase as a result of an email marketing messageSource: Pewter Research Center Mobile Technology Fact Sheet



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How email marketing worksEmails are automatically deployed by a proven proprietary platformEvery click and visit to your site is tracked with analytics



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Expertise. We currently run 5,276 email campaignsTeams of campaign specialists Design for desktop/mobile/tabletRegularly updated lists, filtered and double-verifiedDetailed reporting




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Case studyBusiness segment: Business-to-business advocacy group Campaign length: 2 email blastsGeography: Detroit DMA

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Case studyBusiness segment: Auto dealer Campaign length: 3 email blastsGeography: Detroit DMA

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OBJECTIVES

PROPOSALSummer15


PREPRINTS & SELECT

MAPS/REP


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Maps & reputation


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Maps and reputation = info your customers need

Mobile search leads 47% of consumers to look up a business on a map Good and bad reviews need response - 90% of consumers trust recommendations70% of consumers are more likely to use a local business if it has info on social

Sources: Local Search Usage Study: Bridging The Caps, From Search to Sales comScore/TMP Direction Marketing; Yest, Sterling-Shotland, Dec 2012; Forrester 2013



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How maps and reputation worksInfo is validated and distributed across hundreds of sitesNotifications are sent when people comment on your business or competitors All data is sorted for you in a dashboard



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Expertise. We currently run 564 maps & reputation campaignsExperts to ensure location info comes up when customers searchWebsite monitoring and alerts when your business is mentionedDetailed analytics dashboard


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whathowwhy


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TestimonialGood follow-up and good communication. I get reports or a follow-up every day. As a small business owner, you need proof that your campaign is working and I really appreciate that.- Dennis White, owner of Cabinets by C & F

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OBJECTIVES

PROPOSALSummer15


PREPRINTS & SELECT

MAPS/REP


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Social


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Facebook advertising


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Facebook ads combine huge reach with precise targeting70% of campaigns see 3x the return on ad spend, 49% see 5x the returnFacebook ads are targeted by location, demographic and interest for maximum efficiency

Sources: Vision Critical, June 2013 (based on interviews with 5,657 consumers in the US, Canada and the UK), Datalogix, June 2012; Internet Advertising Bureau; By the Numbers: 70+ Amazing Facebook Stats April 14, 2015; Distribution of times; www.business2community.com/social-media/104-fascinating-social-media-marketing-statistics-2014-2015



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How Facebook ads workDetailed profiles are created to identify your ideal customersCustom ads are built for the right-hand rails and newsfeedsClicks lead to your FB page, where likes let you share info and promotions



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Expertise. We currently run 1,338 Facebook ad campaigns1 of 10 Facebook Preferred Marketing Developer companies for Ads & InsightsProprietary program that calculates your most-likely-to-buy prospectsCreative customized to grabyour audienceYour solution includes

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Case studyBusiness segment: High-end retail storewith multiple locationsCampaign length: 4 monthsGeography: Detroit DMA

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Social media management


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Social management makes your business a part of customers' livesGet the edge 40% of small businesses using social have less than 100 followers or likes80% of consumers buy more often because of a brands social presenceSource: Internet Advertising Bureau



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How social media management worksContent honed to hook your audience is posted on newsfeedsPotential customers post comments, share it with friends and familyYour page is linked, clicked and engaged with cost effectively



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Expertise. We currently run 138 social media campaigns Experienced professionals trained to spur positive reviews and new businessCustom content targeted exclusively to your ideal customersFacebook ads that drive engagementYour solution includes



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Case studyBusiness segment: Custom home builder Campaign length: 12 monthsGeography: Detroit DMA

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OBJECTIVES

PROPOSALSummer15


PREPRINTS & SELECT

MAPS/REP


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Website design


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Smooth site design turns visitors into customers46% of consumers say its the #1 factor for evaluating credibility48% say if a mobile site is hard to use, they think the business doesnt careIn 2014, mobile became top way people access the internetSource: www.business2community.com/social-media/104-fascinating-social-media-marketing-statistics-2014-2015; comScore: The U.S. Mobile App Report, August 2014



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How web design worksDesigners ensure your site is easy to use and coded to show up in search resultsCrisp content and functionality inspire visitors to take actionAnalytics track all your traffic and leads



REACH. ENGAGE. ACTIVATE.UX = user experience. 53

Expertise. We currently run 1,037 web design programs

Google Maps and contact formMobile design/formattingAccess to update your pageGoogle Analytics




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OBJECTIVES

PROPOSALSummer15


PREPRINTS & SELECT

MAPS/REP


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Desktop & mobile display solutions


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Targeted display ads


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Display ads reach ideal customers where they go onlineAds can be targeted by content, geography, demographics and behaviorBrand recognition is boosted up to 63% site traffic by as much as 300%Offline sales also see gains up to 43%Sources: Vantagelocal reason to use display ads, 2013; SearchEngineLand.com, 2014;

whathowwhy


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Expertise. We currently run over 300 campaigns statewideDigital/creative specialists who design CTR optimized adsThe states top media sites that attract over 8 million monthly visitorsNetwork that targets locally and nationallyYour solution includes

whathowwhy


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Retargeted display ads


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Retargeted ads follow previous visitors to your siteThis audience is 3x more likely to click on a banner adOnce customers return to your site, theyre 4x more likely to convert than a new visitorSources: searchenginepeople.com/blog/3-way-retargeting-can transform your display campaign.html

whathowwhy


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How retargeting works

Code is created and placed on your site, which attaches to visitors computersWhen those potential customers visit other network sites, the code initiates a special-promotion adThese bring customers back to your site, where all your traffic is tracked

whathowwhy


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Case studyBusiness segment: Senior living center Campaign length: 12 monthProducts: PPC + retargetingGeography: Southeastern US


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High-impact ads


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High-impact ads grab attention and drive higher response Increase unaided brand recall by 124%61% more likely to be shared 78% more likely than standard display to make consumers curious about a product/brandBigger, bolder and more engaging, these special ad units see clicks and interaction soarSources: Underone High impact digital ad vs standard display ads

whathowwhy


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Take over the page to make the strongest impactDesigners familiar with your brand gather assets, build your ad and test it before launchAd is positioned in appropriate section front - it automatically pushes down when visitors arriveResults are tracked and optimized

whathowwhy


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Dominate the most-viewed section fronts with Michigan.comUp to 8 million monthly visitorsElite creative and top ad placementHigh click-through and engagement rates

Your solution includes

whathowwhy


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Case studyBusiness segment: Financial institutionCampaign length: 1 dayGeography: Detroit DMA


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Landing pages


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Landing pages are what customers see after clicking PPC adsThey provide what your website might not: mobile optimized, customized for promotionsThey bump conversion rates by 25%75% of searchers act within a few hours

Sources: comScore, G/O Digital, Google Effectiveness of landing pagesREACH. ENGAGE. ACTIVATE.



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Landing pages give customers what they need to take actionAds guide consumers to your page where they can get info, call or fill out a formLeads are tracked with analyticsREACH. ENGAGE. ACTIVATE.


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whathowwhy


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Case studyBusiness segment: Cosmetic surgeon Campaign media: Search engine marketingCampaign length: 3 months Geography: Detroit DMA

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Case studyBusiness segment: Luxury furniture retailerCampaign media: Search engine marketingCampaign length: 12 months Geography: Detroit/Grand Rapids DMAs

Powered by


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Case studyBusiness segment: Custom home builderCampaign length: 1 year Geography: Southeast Michigan

Powered by


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OBJECTIVES

PROPOSALSummer15


PREPRINTS & SELECT

MAPS/REP


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Print ads


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Newspapers spread awareness and drive sales61% of adults became aware of a sale because of a newspaper ad 26% cite them as most trustworthy (only 9% say TV)79% of adults acted because of one in the past 30 daysSOURCES: Scarborough 2015.1; NAA: How America Shops & Spends, 2013

whathowwhy

REACH. ENGAGE. ACTIVATE.Companies like Google, Shinola and Chevrolet use newspapers when they need big reach in the market to get out their message out.

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Michigans largest audience: 1.3M every week

Pulitzer-prize winning content and the most-followed columnistsThe top source for coupons, sales and savings Align with what your customers read dailynews, business, sports, lifestyle, entertainment and more

The Detroit Free Press and The Detroit News are Michigans most trusted media brands

Pulitzer-prize winning content and the most-followed columnistsThe top source for coupons, sales and savings Align with what your customers read dailynews, business, sports, lifestyle, entertainment and more

SOURCE: Scarborough 2015.1

whathowwhy


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TestimonialGreat traffic from the ad and we did some solid business over the past four days. 100% worth the effort. You have a loyal readership base and they are really digging into Homestyle.

Local Furniture Retailer re: Labor Day sale


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Preprints and Select


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Newspaper inserts are superior to direct mailA targeted and less expensive alternative to direct mail, available 7 days a week78% of adults have taken action in the past 30 days from a circular ad69% of coupon-users clip from newspapers - the #1 source48% of consumers find it easier to browse inserts than search online

The lower-cost solution that rings up more consistent resultsSOURCES: NAA: How America Shops & Spends, 2014 Detroit Free Press / Detroit News RAM Reader panels, 2014

whathowwhy


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How newspaper inserts workChoose ZIP codes in your target market area and reach up to 55% + of all householdsDeliver preprinted inserts to our loading dock or we arrange printingEngage readers: we deliver inserts to subscribers of our newspapers and Select our advertising-only products

whathowwhy


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OBJECTIVES

PROPOSALSummer15


PREPRINTS & SELECT

MAPS/REP


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Custom Content


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Deliver original, top-quality content to your audienceBranded, original photos and stories that engage readers while delivering your marketing messageHybrid advertising and journalism Enjoy the benefits of a custom content team without the added payroll or managerial expense

whathowwhy

REACH. ENGAGE. ACTIVATE.How custom content worksTalented team of writers, editors and designers at your disposalTarget your audience by lifestyle, demographic or ZIP code, or a blend of all threeDistribute via major platforms such as the Detroit Free Press and The Detroit News, Sunday Select, or via U.S. mail.

whathowwhy

REACH. ENGAGE. ACTIVATE.Expertise. We pioneered custom content, and our customers love us.Right from the start, they wowed us with their creativity by coming up with the perfect title, and theyve kept us with their professionalism, flexibility and competency. Weve been in great hands with them since day one. Nancy Gunnigle, Michigan Humane Society Communications Manager They do a great job with layout, are always prompt with changes, they come up with great ideas and are always very professional. I look forward to working with them again this winter and for many to come. Mickey MacWilliams, Michigan Snowsports Industries Association DirectorThey work with our staff selling ads and creating the editorial, and during this process they become a part of the MFEA staff.They helped create the interest of this piece and the project has grown from local Detroit area to state-wide. Cindy Clark, Michigan Festivals and Events Association

Heres what our clients say about us

whathowwhy

REACH. ENGAGE. ACTIVATE.How can we get started for you?


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RecapGoalsStrategySolution

REACH. ENGAGE. ACTIVATE.ProposalSample Key WordsBedroom FurnitureDining Room FurnitureFurniture for SaleFurniture StoresLiving Room FurnitureMattressesSample ContentCurrent store promotionsEmail captureStore contact info & mappingLinks to Hampton House websiteSample MetricsKeyword OptimizationBudget ControlLead Tracking & Monitoring

REACH. ENGAGE. ACTIVATE.Appendix

REACH. ENGAGE. ACTIVATE.CLIENT X JULY 2014


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REACH. ENGAGE. ACTIVATE. Client X July 2014


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Michigan.com Capabilities

Business

Transcript of Michigan.com Capabilities