How Local SEO + Influencer Retargeting are Delivering Record ROI
Moderator: Ginny Marvin, Contributing Editor, Search Engine Land
Speakers:Bill Connard, VP of Local Search Solutions, Rio SEO
Ben Straley, VP of Social Technologies, Rio SEO
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Today’s Presenters
Ben Straley, VP of Social Technologies, Rio SEO
Ginny Marvin, Contributing Editor, Search Engine Land and Marketing Land
Bill Connard, VP of Local Search Solutions, Rio SEO
Strategies for integrating your local search efforts with influencer retargeting
Measuring the effectiveness of local search efforts across mobile devices and desktops
Why influencer retargeting is up to 7x more cost effective than standard retargeting
How to identify, track and measure the impact of your brand influencers
What You’ll Learn
Welcome Ginny Marvin
Contributing Editor, Search Engine Land and Marketing Land
Over 15 Years of Search Engine Marketing Experience
Specializes in Online Demand Generation Strategies
@ginnymarvin
Local Search = Ingrained Behavior
“What we can clearly see is that the local search market is maturing – what we previously described as a Social, Local and Mobile (SoLoMo) revolution is now embedded in consumer behavior.” – Jeff Beard, SVP, General Manager for Neustar Localeze
Local Searchers Are Looking To Do Business
• 82% of Local Searchers Follow Up Offline By An In-store Visit or Phone Call
• 90% of Online Commercial Searches Result in Offline Brick & Mortar Purchases
Source: ComScore
Social Drives Local Engagement
• Use of social networks to find local businesses has increased 67% in two years
• 71% of Social Media Users Say They’re More Likely To Purchase From A Brand They Follow Online
Source: Localeze/ComScore/15miles
Retargeting To Influencers
• Retargeting has been shown to lift branded search by 1,046%
• 1 in 5 marketers now has a budget for retargeting
Sources: ComScore; Chango
Welcome Bill Connard
VP of Local Search Solutions, Rio SEO
Founder and CEO of Top Local Search, Inc., of San Diego, later acquired by Rio SEO in May 2012. 10+ years of experience building and developing multi-location distribution channels and partnerships.
Co-founder and systems architect for Hero Industries
6 Steps to Maximize Local Search
1. Local pages for each location2. Mobile friendly local pages for each
location3. Automated Local SEO injected in
local pages4. Local listing management software
to optimize feeds5. Google, Yahoo, and Bing
Map Management6. Optimize claimed listings on all
Data Aggregators
Local Search Across Devices
4X The number of local searches on mobile devices quadrupled in 2012 (Local Search Association)
30B Of the estimated 30 billion annual mobile searches, about 12 billion are local searches (Search Engine Land)
94% percent of smartphone owners look for local information on their phone (Televox)
2/3 Two-thirds of in-store shoppers prefer mobile sites to apps (Google - Mobile In store)
Local Search Strategy & Cost
Local Search Strategy1. Consolidate your current local business data
2. Take control of your local landing pages
3. Claim & optimize your local map listings
4. Create measurable KPIs to prove local works!
Local Search Costs1. Data Aggregator Subscriptions
• InfoUSA, Localeze, Acxiom, Yext
2. Social Network Upgraded Listings• Yelp!, FourSquare, Facebook
Measuring ROI on Local Search
What are YOUR KPIs?1. Branded or non-branded search traffic
2. Digital coupon redemption online or in-store
3. Desktop & Mobile click analytics1. Driving directions, click to call, etc.
4. Ecommerce conversions from local search
All depends on the WHAT you can track
Software Costs/Unique Traffic from Search = Cost per Unique Delivery
Local Search = Lowest CPA
Case Study Results: Local SEO Costs Well Below 10 Cents!
Department Store Industry• Average Industry SEM Cost= $0.60 CPC
• Average Local SEO Cost = $0.07 CPC
Retail Fashion and Sporting Goods Industry• Average Local SEO Cost = $0.05 – $0.09 CPC
Automotive Parts Industry• 54% of all traffic came from search on local landing pages
• Average Local SEO Cost = Under $0.09 CPC
Welcome Ben Straley
VP of Social Technologies, Rio SEO
17 years digital marketing experience
8 years word of mouth marketing and social media marketing experience
@bstraley
Can Social Drive Local Results?
Influencer Retargeting Offline and Online Local Conversions
Data to Measure Social Impact
Who? What? How Many?
How Much?
Identifying Your Local Influencers
1°Influencer
Social Visitors
2°Influencers
Your Social Audience
Tagged URL
The Potential of Social WOMMBenchmarks Insight Action
90% The % of social referrals from URL copy/paste and “native mobile” Responsive content
1% The % of audience that refers others: the “Influencers” Identify these users
1:15 The ratio of influencers to those influenced
Recruit, cultivate and motivate influencers
2X Conversion lift from social referrals Motivate referrals
5X Potential audience increase from Social Lookalikes
Create influencer personas and find more like them!
Tying Social to Local Strategy
Deploy Tag & Trace™ Tag
Grow Your Social Audience with
SharingGrowRetarget
Influencers & Lookalikes
Target
Influencers + Retargeting = Up to 5X better conversion rates!
http://digitalmarketingdepot.com [email protected]#DMD
Thank You! Questions?
www.rioseo.com
#DMD #SocialROI #LocalSearch