Google and Facebook: Opportunities and Threats for Agencies and their Local Clients

© 2018 TIDINGS / GRADE.US@TIDINGSCO
GOOGLE AND FACEBOOK: OPPORTUNITIES
AND THREATS FOR AGENCIES AND THEIR
LOCAL CLIENTS
Garrett Sussman
Grade.us
© 2018 TIDINGS / GRADE.US
David Mihm
Tidings
#LOCALWEBINAR

EVOLUTION OF THE DIGITAL LANDSCAPE
WHAT HAVE AGENCIES BEEN SELLING?
WHAT HAVE SMBs BEEN BUYING?
WHERE IS THE LONG-TERM OPPORTUNITY?
RECAP
@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US

@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
2006
Humble beginnings.

It took basically nothing to rank.

EVEN MORE TRUE
ONCE THE 10-
PACK ARRIVED.
Place-based business results, free from
national competition.
(OK, so this is actually a 7-Pack)

YOU COULD
BASICALLY DO IT
FOR FREE.
We built an entire product
to help small businesses
and agencies do just that.

Source:
Statista
AND THESE RESULTS
JUST KEPT REACHING
MORE AND
MORE
CUSTOMERS.

FACEBOOK WAS
STILL TRYING TO
DETHRONE
MYSPACE.

FAST FORWARD >>

GOOGLE MY
BUSINESS
LISTING
Finally a centralized way for SMB
owners to control the information
about their business.

GOOGLE
KNOWLEDGE
PANEL
Ex. Hospitality

GOOGLE LOCAL
PACK

GOOGLE MY
BUSINESS
WEBSITE

ZERO-CLICK
SERPS = VOICE-
READY SERPS

SMART COOKIES,
THOSE
GOOGLERS.

RICKY BOBBY WAS
RIGHT!
Who would have guessed?

IN THE MEANTIME,
GOOGLE’S GOTTEN
SERIOUS ABOUT
MONETIZING DESKTOP
+ MOBILE.
https://www.sterlingsky.ca/category/tips/
35% of local keywords
now have these.
64% in some markets.
https://moz.com/blog/35-percent-of-local-keywords-have-local-pack-
ads

Source: Convince & Convert
4/6/2014
FACEBOOK ISN’T
FAR BEHIND.

https://digiday.com/marketing/organic-reach-facebook-dead-advertisers-will-spend-reach-facebooks-feed-purge/
*

FACEBOOK
BUSINESS
PAGES

ASKING FOR
RECOMMENDATIONS

FACEBOOK CITY
PAGES
Notifications with
recommended local
amenities

General - Across All Industries
Bing
Yahoo
Yelp
Patch (Local)
Nextdoor (Local)
OTHER PLATFORM
OPPORTUNITIES

OTHER PLATFORM
OPPORTUNITIES

(GETLISTED
LAUNCHED)

(TODAY)

WHERE WILL NEW
GROWTH COME
FROM? Source: Boston Dynamics

THEY’RE ALSO
GOING TO OPEN
SMB WALLETS.
Better ads than you can create,
at zero cost, with bigger data
than the world’s largest
publishers.

SUMMARY OF THE LOCAL DIGITAL LANDSCAPE
More structured data, less website content
Increasingly pay-to-play
Ads increasingly self-serve
@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US

● Web Development / Design
● Local (Print) Advertising / Local
PPC
● Local SEO / Listings Management
● Local Content / Social Media
Marketing / Email Marketing
● Online Review Management and
Marketing
WHAT SERVICES
ARE GRADE.US
AGENCIES
SELLING?

HOW ARE AGENCIES
CURRENTLY OFFERING
REVIEW MANAGEMENT
AND MARKETING
SERVICES?
Grade.us 2017 Customer Survey

WHAT DO YOUR
CUSTOMERS
THINK IS
WORKING?

WHAT DO YOUR
CUSTOMERS
THINK IS
WORKING?
Source: LSA Insider
86% Social Media
61% Email Marketing
55% SEO

WHAT DO YOUR
CUSTOMERS THINK
IS WORKING? Source: LSA Insider

WHERE ARE THEY
PLANNING TO
SPEND MONEY?

Online reviews play a
crucial role.
LOCAL SEO IN
2018
http://www.localseoguide.com/guides/local-seo-ranking-factors/

Local Pack Review Ranking Factors
LOCAL SEO IN
2018
http://www.localseoguide.com/guides/local-seo-ranking-factors/

● Web Development / Design
● Local (Print) Advertising /
Local PPC
● Local SEO
● Local Content / Social Media
Marketing / Email Marketing
● Online Review Management
and Marketing
STRONG ALIGNMENT

SEO DEMAND VS
RETURN
Among local businesses

INTEGRATING
BEST-OF-BREED
POINT
SOLUTIONS INTO
A SINGLE BUNDLE
SOLVES A MAJOR
PAIN POINT.

HOW TO
EVALUATE
PRODUCTS FOR
YOUR BUNDLE
Does it solve a customer
need? Make sure they’ve checked
Zone 1-2-3 components
before selling a Zone 4-5-6
solution

Does it integrate with other
products/offerings?
HOW TO
EVALUATE
PRODUCTS FOR
YOUR BUNDLE

Will it survive
disintermediation?
HOW TO
EVALUATE
PRODUCTS FOR
YOUR BUNDLE
What can your agency create for your
clients that they can own?
Local original content: SMB website, marketing
collateral (print & digital), blog posts
Local Relationships - partnerships, joint venture
opportunities, local influencer relationships
Self-generated data: email lists, customer info,
testimonials/online reviews

HOW TO
EVALUATE
PRODUCTS FOR
YOUR BUNDLE
Can you make a margin?
Setup fee - Does the service allow you to charge a
setup fee that gets investment/buy-in from SMB?
Retainers - How many billable hours will the
ongoing service require vs. self-service access to
the platform?
Upsells and Premiums - Does adding the service
allow you to add a premium tier?
Scalability - Can it be provided as a self-service as
you scale or will you limit your number of clients
to provide managed services?

HOW TO DELIVER
YOUR BUNDLE
Agency Managed Services vs. Self Service
Automation vs. Human Touch
Scalability and pricing
factors to consider

HOW TO SELL
YOUR BUNDLE
Tactics that have been
successful for agencies
Educational eBooks (Like this example from
Joy Hawkins of SterlingSky.com)
How-to videos (like the ones
from stonetemple.com)

HOW TO SELL
YOUR BUNDLE
Blog educational information:

Strong agency marketing site (like advicelocal.com)
HOW TO SELL
YOUR BUNDLE

WHY YOU SHOULD
ADD GRADE US TO
YOUR BUNDLE
Online Reviews are a major marketing tool for
customer acquisition:
● Visibility and credibility (social proof) for clients
● Increase search engine rankings and conversion rates
● Find targeted leads via industry specific channels
No other marketing channel offers such a
dramatic lift in such a short period of time.

WHY YOU SHOULD
ADD GRADE US TO
YOUR BUNDLE
Online reviews have a
significant influence on
consumers buying habits.
Having a low score or too
few reviews can hurt an
SMBs sales.
https://www.brightlocal.com/learn/local-consumer-review-survey/

Grade.us
Prospect Reports
GET YOUR FOOT
IN THE DOOR
WITH REVIEW
MANAGEMENT

WHY YOU SHOULD
ADD TIDINGS TO
YOUR BUNDLE
Send an awesome
newsletter in under 7
minutes.

WHY YOU SHOULD
ADD TIDINGS TO
YOUR BUNDLE
Does it solve a customer need?
Email = top ROI marketing channel (40:1).
Does it integrate with other
products/offerings?
Mailchimp, Wordpress, Facebook,
Instagram & more.
Will it survive disintermediation?
Owned, not rented channel.
Can you make a margin?
Hard marginal cost = $7/client/mo.

OTHER BUNDLE
COMPONENTS WE
RECOMMEND
Subscription Billing
Social Media Scheduling
Analytics Reporting
Email Address Capture
List Management; Compliance

Survive disintermediation by:
- Selling services that align with
customer needs and demand
- Selling services that are long-
term concrete deliverables
- Integrating best-of-breed point
solutions that allow a margin
Adding value where Google and
Facebook cannot.
Voice and mobile results
reduce the number of
organic Local winners.
Google and Facebook are
monetizing more and more
visibility.
Ads are getting easier for
local businesses to DIY.

THANK YOU!
© 2018 TIDINGS / GRADE.US
agencies@tidings.com
tidings.com/agencies
sales@grade.us
grade.us/home/plan/agency
@TIDINGSCO / @GRADEUS

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