Expand Your Share of Wallet & Go Digital!

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    03-Sep-2014
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Search Influence CEO Will Scott presented "Expand Your Share of Wallet Go Digital!" to PAGE Cooperative members on August 28, 2013. Scott discussed how the opportunity for digital solutions is increasing and how newspapers should implement these solutions to their advertising platforms in order to remain relevant in their industries. He explained best practices for search engine optimization (SEO) on and off of an advertisers’ website and how to leverage social media outlets to make these advertisers more visible in their desired markets, which will allow for better engagement and relationships with their advertisers while promoting brand awareness among consumers. Scott also explained the process of how to sell digital and incorporate it into a newspaper’s sales program.

Transcript of Expand Your Share of Wallet & Go Digital!

  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Expand Your Share of Wallet Go Digital! Will Scott, CEO, Search Influence
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative 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 month Uniquely qualified to help improve media companies online products
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative About Search Influence Helping customers successfully market online since 2006 We work with thousands of clients, directly and as a white-label provider to major national media companies. Scalable Solutions Powered by Experts Search Influence: 50+ full-time employees 70+ contract writers 12 AdWords Certified Staff Reputation: 2011 Inc. 500 honoree Recognized leader in search and social for local business Over a decade in online media
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Newspapers seem to have the same old problem http://gawker.com/5063259/old-newspapers-had-enough-news-to-kill-a-dog
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative The Volume of Print Advertisers is Decreasing
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative While the Digital Opportunity is Increasing (incrementally)
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative How Much Increase?
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative The Opportunity Some estimates see this as a ~$2B newspaper opportunity by 2016, accounting for ~40-50% of all digital revenue. -BIA Kelsey
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative The Pie Is Growing with Digital
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Image Source: http://www.dogs4dogs.com/truth4dogs.html So, How Much Market Share Do You Already Have?
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Image Source: http://www.myteacherpages.com/webpages/room103/literature.cfm?subpage=371461 Chances Are...
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Image Source: http://www.dogster.com/the-scoop/survey-says-people-hug-dogs-more-than-other-people Because Your Advertisers Trust You!
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Image Source: http://coupons-kingdom.com/alpo-dog-food-coupons/ And Your Advertisers Know You!
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Image Source: http://www.howtobuydogfood.com/ Customers Plus Youve Been Feeding Them for Awhile
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Image Source: http://www.things4yourdog.com/puppy-packages But, Are YOU Giving THEM Everything they NEED?
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative You Should.
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE CooperativeImage Sources: http://skymallrev.blogspot.com/2011_05_01_archive.html; http://www.whig.com/story/14292061/save-money-on-your-dogs-medicine; http://www.dogsandbabieslearning.com/2011/01/09/help-my-dog-is-sulky-with-toddler/ Your Advertisers Needs Are Changing
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Are You Meeting Your Advertisers Growing Needs?
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE CooperativeImage Source: http://www.petango.com/Forms/Bloglanding.aspx?month=042012/ If You Arent
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Chances Are Someone ELSE Already is! Image Source: http://www.cartooncliparts.com/picture/dog-817/000033865657
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE CooperativeImage Source: http://frattallones.com/twincitiespetfoodwarehouse.com/ There are Many Choices
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE CooperativeImage Source: http://www.dogblogpedia.com/avoid-table-scraps-in-your-dogs-diet-2 Are You the Obvious One?
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative How Will You Stand Out? Image Source: http://www.redbubble.com/people/chockstone/works/5717100-sheep-dog-working-the-flock-logan-australia
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Image Sources: http://zumbawithjennyk.wordpress.com/
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative How Will You Position These Solutions? Image Sources: http://www.funny16.com/funny-dog-pictures/cute-puppy-dogs-wearing-sweaters/ http://supercuter.com/cute-dog-in-shopping-card/
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Image Sources: http://www.doginstructor.com/ How Will You Train Your Team?
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Image Sources: http://realestategeezer.com/2011/08/30/co-op-board-interviews-for-pets/ How Will You Educate your Advertisers?
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative What Will You Sell? SEO Social Media Display PPC E-mail Marketing Reputation
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative What is Your Current Digital Share of Wallet? Image Source: http://www.sarahbundy.com/mcommerce-digital-wallets-performance-marketing/
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative If you dont like change, youre going to like irrelevance even less. David F. Jakielo
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Why Do You Need to Do It? Image Source: http://www.spokesman.com/blogs/hbo/2013/jan/24/canine-conga-line/
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Expanding Your Share of Wallet by Going Digital: Social How Can You Do It? Image Source: http://naturaldogtales.com/paying-attention-to-dog-skin-problems/
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Search engine optimization Also known as SEO
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Search Engine Market Share
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Understanding the Search Results PAID Search Results LOCAL Search Results ORGANIC Search Results
  • Confidential, Property of Search Influence, LLC 2013 @w2scott Presented to PAGE Cooperative Source: Optify Study, December 2010 37% of clicks go to the #1 position 60% of clicks go to the top 3 90% of clicks go to sites on page 1 Why is SE