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


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


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$


$10.2BN

IN 2016, LOCAL SEARCH REVENUES WILL HIT…


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


50% MOBILE SEARCH QUERIES ARE LOCAL IN NATURE

Source: Google spokesperson, Oct 2012

2015 MOBILE ‘LOCAL’ SEARCH WILL SURPASS DESKTOP SEARCH


Mobile local search surpasses desktop

0

20

40

60

80

100

120

2011 2012 2013 2014 2015 2016

Mobile Desktop


Scale = billion searches/year

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


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


250% IN ‘LOCAL’ SEARCHES BY 2016


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


$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


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


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


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


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


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


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%


WOM DELIVERS MORE CUSTOMERS THAN ANY OTHER CHANNEL

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

100%


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%


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


Which channels are most effective for attracting new customers?

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

100%


THIS INDUSTRY NEEDS YOU!

5.8 ‘MEDIA’ USED FOR MARKETING & PROMOTION BY SMBS


DOUBLE THE NUMBER THEY USED 5 YEARS AGO


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


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 [email protected] Skype:brightlittlelight

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

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