Outsourcing Digital - Will Scott ILM West

@w2scott

© Search Influence, LLC 2012

Outsourcing Digital

The Talent, The Tools and The Support

Will Scott – Search Influence

@w2scott


@w2scott


About Search Influence

• Helping customers successfully market online since 2006.• Thousands of clients, directly and as a provider of white label

solutions to newspapers and publishers.• Platform + Service

• Search Influence:• 45+ full-time employees• 60+ contractors• 12 AdWords / Bing Ads Certified Staff• Based in New Orleans, LA

• Reputation:• 2011 Inc. 500 honoree, 2012 Inc. 5000 honoree• Recognized leader in Local SEO and Social for SMBs• Over a decade in digital publishing

@w2scott


As Seen In

@w2scott


About Me: Will Scott

• First website online in 1994• Deployed over 2,500 customized web sites in 18 months (with a

production staff of 12).• Former Vice President of YPsolutions (now Local Matters)

• Online Directory vendor to 20+ independent

Yellow Pages• Deployed over 300 online yellow pages a year

with print “look and feel”• Part of team which took Sprint BestRedYP from

zero to 1,000,000 monthly visitors in 18 months• Uniquely qualified to help publishers’ online

marketing

@w2scott


IMMR/YP/STREET FIGHTInteresting Data - http://corporate.yp.com/insights/white-papers/

http://corporate.yp.com/insights/white-papers/

http://corporate.yp.com/insights/white-papers/

@w2scott


More Devices = Greater Local Search Volume

@w2scott


Customers’ Use of Local Search

@w2scott


Where is Local Search?

@w2scott


Mobile & Tablet Catching Up

@w2scott


Why Local Search Is More Important Than Ever

Local search = new customers and a great way to keep in touch with existing customers.

– 70% of U.S. households now use the internet when shopping locally

– 61% of local searches result in purchase – TMP/comScore

– 82% of local searchers follow-up offline via an in-store visit, phone call or purchase – TMP/comScore

– 54% of Americans have substituted yellow page phone books with the Internet and local search – comScore networks

@w2scott


@w2scott


Essential: Consistent NAP

@w2scott


The Anatomy of NAP

What is a local citation?N A P + W

Name

Address

Phone #

Website

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Why is Consistent NAP Essential?

Don’t Confuse Google!

• Your NAP should be in each of these places:• Website• Social media pages• Business directories – called “citations”

• Number of citations is Important, but consistency is more important

• Your NAP is your local search fingerprint

@w2scott


@w2scott


HOW’S YOUR NAP?Tools for Selling

@w2scott


@w2scott


THE RISE OF REPUTATIONInstant NAP Analytics

@w2scott


@w2scott


Digging Deeper on Citations

• Whitespark Local Citation Finder• Brightlocal Citation Tracker• Google:

– "business name" + "phone number" • Organize citations so you can see NAP

data errors• Clean up duplicates / erroneous citations

@w2scott


THE FACEBOOKBut what about social?

@w2scott


Use of Social Networking Sites for Local Search

2008 2009 2010 2011

4%

7%

9%

15%

Overall Use of Social Networking Sites to Search for Local Business

(Primary and Secondary Source)

Use of Social Networking Sites for local business searches has increased 67% since 2010. Facebook proves to be the Social Networking Site most frequently used to find local business information.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%91%

37%30%

25%

14%11%

3%

Social Network Sites Used in 2011

In 2010, 93% cited us-ing Facebook. 47%

used MySpace.

* Response Added in 2011

All Social Networkers

22%10%

22%

13%

31%

30%

14%

20%

11%

27%More than 10

6-10

2-5

1

None

2010 2011

23%27%

38%

45%

All

Social Networker Local Business Users

Consumer Review Submission

Submit Consumer Reviews

Number of Reviews Submitted in Past 30 Days

55%

76%

2010 2011

23%

29%

49%52%

All

Social Network Local Business Users

Use of Consumer Ratings and Reviews

Social network local business users are heavily engaged in social aspects of local business search through profound usage of and contribution to consumer reviews sites.

The Influence of Social Networking Sites

“Are you more likely to use a local business if a connection recommends it?”

2010 20110%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

69% 63%

14% 19%

18% 18%

Yes No Don't Know

“Are you more likely to use a local business if it has information available on a social networking site?”

2010 20110%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

74% 72%

12% 15%

14% 12%

Yes No Don't Know

Social networking sites influence local business decisions. Users are more likely to use a local business if its information is available on a social networking site.

-6-2

Pt. Change

36

Proprietary and Confidential. Copyright © 2012 BIA/Kelsey. All Rights Reserved.

SMBs Serving Consumers Use More Social Media

49%51%

Use social mediaDon't use social media

21%

79%

Some cell sizes may be small and/or findings not statistically significant.Source: LCM Wave 15, Q4 2011 (and prior waves, if relevant). Methodology: Online panel. Cosponsor: ConStat.

When we compare SMBs that primarily serve consumers (B2C) with those that primarily service businesses (B2B), we see that the former are much more likely to use social media.

SMBs That Primarily Serve Consumers

SMBs That Primarily Serve Businesses

@w2scott


Lots of Ad Opportunities

@w2scott

@w2scott


Facebook Mobile Campaign

@w2scott


Search Influence Benefits

White Label Customer Dashboard

Branded Marketing Materials

On-site Sales Training (optional)

Monthly Reporting

Dedicated Corporate Support

Expert In-House Fulfillment

@w2scott


Final Thoughts

• Picking the right partner is key• Products will change – it pays to be nimble• Go to Market support is critical• You don’t need to be the expert, hire them• Allocate budget for expert guidance• Involve IT Early – sales / production

integration is critical

@w2scott


Thank You!

Will Scott

SearchInfluence.com/blog

[email protected]

twitter.com/w2scott

http://www.searchinfluence.com/blog/



mailto:[email protected]

mailto:[email protected]

http://twitter.com/w2scott

http://twitter.com/w2scott

Outsourcing Digital - Will Scott ILM West

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