Outsourcing Digital - Will Scott ILM West

Outsourcing Digital

The Talent, The Tools and The Support

Will Scott – Search Influence

@w2scott
© Search Influence, LLC 2012

@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

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

IMMR/YP/STREET FIGHT

@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

Essential: Consistent NAP

@w2scott

The Anatomy of NAP
What is a local citation?
NAP+W
Name

Address

Phone #

Website
@w2scott

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

Tools for Selling

HOW’S YOUR NAP?

@w2scott

Instant NAP Analytics

THE RISE OF REPUTATION

@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

But what about social?

THE FACEBOOK

@w2scott

Use of Social Networking Sites for Local Search
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.

Overall Use of Social Networking Sites to Search Social Network Sites Used in 2011
for Local Business
(Primary and Secondary Source) 100%
91%
90% In 2010, 93% cited
15% using Facebook. 47%
80%
used MySpace.
70%

60%

50%
9% 37%
40%
30%
7% 30% 25%
20% 14%
11%
10%
4% 3%
0%

2008 2009 2010 2011

* Response Added in 2011

Consumer Review Submission
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.

Use of Consumer Submit Consumer Number of Reviews Submitted in
Ratings and Reviews Reviews Past 30 Days
All
All

Social Network Local Social Networker Local 11%
Business Users Business Users
27% More than 10
52% 14%
49%
45% 55%
6-10
38% 20% 76%
31%
2-5
29% 27%
23% 23% 30%
22% 1

13% None
22%
10%

2010 2011 2010 2011 All Social Networkers

The Influence of Social Networking Sites
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.

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

Yes No Don't Know Yes No Don't Know

100% 100%
18% 14% 12%
90% 18% 90%

80% 80% 12% 15%
14% 19%
70% 70%
-2
60% 60%
-6
50% 50%
40% 40%
69% 74% 72%
30% 63% 30%
20% 20%
10% 10%
0% 0%
2010 2011 2010 2011
Pt. Change

SMBs Serving Consumers Use More Social Media

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.

21%

49%
51%

79%

SMBs That Primarily SMBs That Primarily
Serve Consumers Serve Businesses
Use social media
Don't use social media
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. 36
Proprietary and Confidential. Copyright © 2012 BIA/Kelsey. All Rights Reserved.

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
wscott@searchinfluence.com
twitter.com/w2scott

@w2scott

Outsourcing Digital - Will Scott ILM West

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