right place, right time - brightlocal · right place, right time local marketing exchange orlando,...

Right Place, Right Time Local Marketing Exchange Orlando, May 2013

Myles Anderson Founder & CEO BrightLocal.com

London, UK

1. STATE OF THE LOCAL ONLINE MARKET 2.

REVIEWS & REPUTATION IN LOCAL MARKETING

LOCAL SEO INDUSTRY SURVEY 2013

www.biakelsey.com

LOCAL CONSUMER REVIEW SURVEY

2013

THE MOST POSITIVE & UPBEAT INDUSTRY

84% OF LOCAL AGENCIES EXPECT 2013 TO BE GOOD-GREAT YEAR

Hopes & expectations for 2013

0%  5%  10%  15%  20%  25%  30%  35%  40%  45%  50%  

It's  going  to  be  a  great  year  for  

me  

It's  going  to  be  a  good  year  but  hard  work  

Who  knows?  'Local'  changes  so  much  that  it's  hard  to  predict  

what  will  happen  

I  hope  it  will  be  good  but  i'm  not  sure  how  it  will  

go  

I  think  it's  going  to  be  a  difficult  

year  

Other  

Source: BrightLocal Local SEO Industry Survey 2013

93% OF LOCAL AGENCIES EXPECT BUSINESS TO GROW IN 2013

Do you expect to grow your business in 2013?

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

100%  

Yes  definitely   Maybe     No  

2013   2011  

Source: BrightLocal Local SEO Industry Survey 2013

82% OF LOCAL AGENCIES EXPECT TO RECRUIT IN 2013

Are you planning to recruit more staff in 2013?

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

Yes,  definitely   No,  it's  unlikely   No,  definitely  not  2013   2011  

Source: BrightLocal Local SEO Industry Survey 2013

GROWTH GROWTH & CHANGE

78% GROWTH IN LOCAL DIGITAL REVENUES 2012 - 2017

BIA/Kelsey  Local  Commerce  Monitor  (LCM)  Survey,  Wave  16,  November  2012  

Revenues due to grow from $23bn to $41bn

 $-­‐    

 $5    

 $10    

 $15    

 $20    

 $25    

 $30    

 $35    

 $40    

 $45    

2012   2013   2014   2015   2016   2017  

Scale = Millions US$

BIA/Kelsey  Local  Commerce  Monitor  (LCM)  Survey,  Wave  16,  November  2012  

$10.2BN

IN 2016, LOCAL SEARCH REVENUES WILL HIT…

BIA/Kelsey  Local  Commerce  Monitor  (LCM)  Survey,  Wave  16,  November  2012  

78% growth in local search revenues

 $-­‐        

 $2.00    

 $4.00    

 $6.00    

 $8.00    

 $10.00    

 $12.00    

2011   2016  

$10.2  Billion  

$5.7  Billion  

BIA/Kelsey  Local  Commerce  Monitor  (LCM)  Survey,  Wave  16,  November  2012  

50% MOBILE SEARCH QUERIES ARE LOCAL IN NATURE

Source: Google spokesperson, Oct 2012

2015 MOBILE ‘LOCAL’ SEARCH WILL SURPASS DESKTOP SEARCH

BIA/Kelsey  Local  Commerce  Monitor  (LCM)  Survey,  Wave  16,  November  2012  

Mobile local search surpasses desktop

0  

20  

40  

60  

80  

100  

120  

2011   2012   2013   2014   2015   2016  

Mobile   Desktop  

BIA/Kelsey  Local  Commerce  Monitor  (LCM)  Survey,  Wave  16,  November  2012  

Scale = billion searches/year

113,000,000,000 ‘LOCAL’ SEARCHES ON MOBILE IN 2016

BIA/Kelsey  Local  Commerce  Monitor  (LCM)  Survey,  Wave  16,  November  2012  

198,000,000,000 ‘LOCAL’ SEARCHES IN 2016

BIA/Kelsey  Local  Commerce  Monitor  (LCM)  Survey,  Wave  16,  November  2012  

250% IN ‘LOCAL’ SEARCHES BY 2016

BIA/Kelsey  Local  Commerce  Monitor  (LCM)  Survey,  Wave  16,  November  2012  

SUCCESS OPPORTUNITY COMPETITION

40,000 LOCAL INTERNET MARKETING COMPANIES IN THE US*

*Figures are approximate

40,000 local internet marketing agencies in USA

 -­‐        

 500,000    

 1,000,000    

 1,500,000    

 2,000,000    

 2,500,000    

 3,000,000    

 3,500,000    

Local  Internet  Marke[ng  Agencies   'Local'  SMBs  

3  million  

40,000  

*Figures are approximate

75 CLIENTS FOR EVERY LOCAL INTERNET MARKETING AGENCY

SMB

Mean spend on SEO is $500 - $1000/month

 $-­‐    

 $0    

 $0    

 $0    

 $0    

 $0    

 $0    

<$100   $100-­‐$250   $250-­‐$500   $500-­‐$1000   $1000-­‐$2000   $2000-­‐$5000   >$5000  

Source: BrightLocal Local SEO Industry Survey 2013

$37,000 PER MONTH REVENUE FOR LOCAL AGENCIES

What was your turnover in last 12 months?

0%  5%  10%  15%  20%  25%  30%  35%  40%  

2013   2011  

Source: BrightLocal Local SEO Industry Survey 2013

34% OF AGENCIES REVENUE WAS LESS THAN $30,000 LAST YEAR

Source: BrightLocal Local SEO Industry Survey 2013

HARDER SELL? COMPETITION? LOWER PRICES?

How many leads do you pro-actively contact each month?

0%  

5%  

10%  

15%  

20%  

25%  

30%  

35%  

40%  

45%  

50%  

None   1   2-­‐5   6-­‐10   11-­‐20   20-­‐30   30-­‐40   50+  

2013   2011  

Source: BrightLocal Local SEO Industry Survey 2013

32% OF AGENCIES DO NOT ENGAGE IN OUTBOUND SALES

Agencies are making more outbound contacts than before

0%  

5%  

10%  

15%  

20%  

25%  

30%  

35%  

40%  

45%  

50%  

None   1   2-­‐5   6-­‐10   11-­‐20   20-­‐30   30-­‐40   50+  

2013   2011  

Source: BrightLocal Local SEO Industry Survey 2013

42% OF LEADS CONVERTED TO NEW CUSTOMERS

What is your success rate at converting leads to customers?

0%  

5%  

10%  

15%  

20%  

25%  

<  10%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%  

2013   2011  

Source: BrightLocal Local SEO Industry Survey 2013

Conversion rate dropped significantly since 2011

0%  

5%  

10%  

15%  

20%  

25%  

<  10%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%  

2013   2011  

Source: BrightLocal Local SEO Industry Survey 2013

REPUTATION & RELATIONSHIPS

THE IMPORTANCE OF

IN SELLING LOCAL MARKETING SERVICES

Which channels are most effective at attracting new customers for your agency?

0%  10%  20%  30%  40%  50%  60%  70%  80%  90%  

100%  

Source: BrightLocal Local SEO Industry Survey 2013

WOM DELIVERS MORE CUSTOMERS THAN ANY OTHER CHANNEL

0%  10%  20%  30%  40%  50%  60%  70%  80%  90%  

100%  

Source: BrightLocal Local SEO Industry Survey 2013

Which channels are most effective at attracting new customers for your agency?

3OF4 TOP CUSTOMER GENERATING CHANNELS ARE OFFLINE

3 of 4 top customer generating channels are offline

0%  10%  20%  30%  40%  50%  60%  70%  80%  90%  

100%  

Source: BrightLocal Local SEO Industry Survey 2013

Good reputation & relationships are essential

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

100%  

Word  of  mouth   SEO   Local  Business  Groups  

Meet-­‐ups/  Workshops  

Source: BrightLocal Local SEO Industry Survey 2013

Which channels are most effective for attracting new customers?

0%  10%  20%  30%  40%  50%  60%  70%  80%  90%  

100%  

Source: BrightLocal Local SEO Industry Survey 2013

THIS INDUSTRY NEEDS YOU!

5.8 ‘MEDIA’ USED FOR MARKETING & PROMOTION BY SMBS

BIA/Kelsey  Local  Commerce  Monitor  (LCM)  Survey,  Wave  16,  November  2012  

DOUBLE THE NUMBER THEY USED 5 YEARS AGO

BIA/Kelsey  Local  Commerce  Monitor  (LCM)  Survey,  Wave  16,  November  2012  

Average no. media used has nearly doubled in 5 years

3   3.1   3.1  

4.6  

4.4  

5.8  

0  

1  

2  

3  

4  

5  

6  

7  

2007   2008   2009   2010   2011   2012  

BIA/Kelsey  Local  Commerce  Monitor  (LCM)  Survey,  Wave  16,  November  2012  

google+  

google  places  yahoo  Local  

adwords  

bing  local   facebo

ok  

foursquare  yelp   gowalla  

ppc  facebook  places  

yext  citrigrid  

Local  dire

ctories  

Yellowpages.com  

Livingsocial.com  groupon  

bing  ads  

email  marke3ng  

affiliate  marke[ng  

ver3cal  dire

ctories  

twiber  

mobile    adver[sing  

linkedin  

seo  Demand  force  youtube  

sms  Loyalty  schemes  

display  adver[sing  video  marke[ng   bbb.org  

sms  

twiber  citrigrid  

adwords  express  yelp  

daily  deals  livingsocail.com  

ad  retarge3ng  

Mobile  apps  

ppc  local  directories  

foursquare  tripadvisor  

youtub

e  

pinterest  video  marke3ng  

Vouche

r  cod

es  

gowalla  

bing  local  

adwords  

facebook  

bbb.org  

grou

pon  

Myles Anderson BrightLocal.com myles@brightlocal.com Skype:brightlittlelight