Digital marketers are challenged everyday to deliver ROI metrics which measure the effectiveness of new technologies, how Google updates impact their brands and how to successfully manage budget dollars and tactics to prove lower CPAs (costs per actions). Two digital marketing strategies that deliver a high number of conversions, at some of the lowest CPAs, are local SEO and influencer retargeting. While many brands are aware of the opportunity that exists with local search, few tap into the opportunity to advertise to their most valuable audience, social media users with significant reach who share the brand’s Web content – aka brand influencers. Industry experts from Rio SEO will share customer case studies and industry data on lower CPAs being achieved from the combination of local SEO and influencer retargeting campaigns. Attend this webcast and learn: 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 outperforms standard retargeting conversion rates up to 7x How to identify, track and measure the impact of your brand influencers Speakers: Ginny Marvin, Contributing Editor, Search Engine Land and Marketing Land Ben Straley, VP of Social Technologies, Rio SEO Bill Connard, VP of Local Search Solutions, Rio SEO

1. 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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3. Today’s Presenters
Ginny Marvin,
Contributing Editor, Search Engine Land
and Marketing Land
Bill Connard,
VP of Local Search Solutions,
Rio SEO
Ben Straley,
VP of Social Technologies,
Rio SEO

4. What You’ll Learn

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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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 multilocation distribution channels and partnerships.
Co-founder and systems architect for Hero Industries

11. 6 Steps to Maximize Local Search
1. Local pages for each location
2. Mobile friendly local pages for each
location
3. Automated Local SEO injected in
local pages
4. Local listing management software
to optimize feeds
5. Google, Yahoo, and Bing
Map Management
6. Optimize claimed listings on all
Data Aggregators

12. Local Search Across Devices
4X
30B
94%
2/3
The number of local searches on mobile
devices quadrupled in 2012
(Local Search Association)
Of the estimated 30 billion annual mobile
searches, about 12 billion are local searches
(Search Engine Land)
percent of smartphone owners
look for local information on their
phone (Televox)
Two-thirds of in-store shoppers
prefer mobile sites to apps (Google
- Mobile In store)

13. Local Search Strategy & Cost
Local Search Strategy
1.
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 Costs
1.
Data Aggregator Subscriptions
•
2.
InfoUSA, Localeze, Acxiom, Yext
Social Network Upgraded Listings
•
Yelp!, FourSquare, Facebook

14. 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 analytics
1.
4.
Driving directions, click to call, etc.
Ecommerce conversions from local search
All depends on the WHAT you can track
Software Costs/Unique Traffic from Search
= Cost per Unique Delivery

15. 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

16. 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

17. Can Social Drive Local Results?
Influencer Retargeting
Offline and Online Local Conversions

18. Data to Measure Social Impact
Who?
What?
How
Many
?
How
Much
?

19. Identifying Your Local Influencers
Tagged URL
Your Social Audience
1°Influencer
2°Influencers
Social Visitors

20. The Potential of Social WOMM
Benchmarks
Insight
Action
The % of social referrals from URL
copy/paste and “native mobile”
Responsive content
The % of audience that refers others: the
“Influencers”
Identify these users
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!
90%
1%
1:15

21. Tying Social to Local Strategy
Tag
Deploy Tag &
Trace™
Grow
Grow Your
Social
Audience
with Sharing
Influencers + Retargeting = Up to
Target
Retarget
Influencers
&
Lookalikes
5X better conversion rates!

22. Thank You! Questions?
www.rioseo.com
http://digitalmarketingdepot.com
webcasts@digitalmarketingdepot.com
#DMD
#DMD #SocialROI #LocalSearch