Internet Marketing Proposal PowerPoint Presentation Slides
Dec_WebEx
1. A Powerful Local Presence
Powerful local presence
CMR Educational Web Event – Dec. 6, 2011 – Event #: 646 794 358
2. A Powerful Local Presence
Welcome
2
Presenter:
Buzz Banda
Interactive Manager
Dex One National Sales
Facilitator:
Julie Cates
Marketing Manager
CMR Educational Web Event – Dec. 6, 2011 – Event #: 646 794 358
3. A Powerful Local Presence
► New Meeting Platform
3
Housekeeping
CMR Educational Web Event – Dec. 6, 2011 – Event #: 646 794 358
4. A Powerful Local Presence
Buzz Banda (Presenter)
► Type a question, use “Chat”
► Ask a question, raise your hand
► Answer a question, Yes or No
► Answer poll question
► Don’t be shy!
4
CMR Educational Web Event – Dec. 6, 2011 – Event #: 646 794 358
webex features
5. A Powerful Local Presence
5
Audience Poll #1
Do your clients
currently use a
Search Engine
Marketing (SEM)
product? Yes No
6. A Powerful Local Presence
6
1
Promote,
Competeand
Measure
2
TheDexOne
Advantage
3
DexNet
Performance
7. A Powerful Local Presence
7
A powerful local presence
1
Promote
Simple, Integrated solutions. Proven performance.
We put you everywhere*
your local customers are
looking for goods &
services.
Promote
Befound
We help you stand out
with continuous
optimization of your
message & media
Compete
Bechosen
We get you higher
conversion rates by
getting you in front of new,
ready-to-buy consumers.
Measure
Getbetterresults
Source: Vision Critical 2010. We place your business message in the media 85% of
consumers use as their main source for local buying information.
8. A Powerful Local Presence
8
PromoteBe found, where the right customers are looking.
1
9. A Powerful Local Presence
Printeddirectories YP.comSuperpages.com DexKnows.com
iPhone iPadAndroid DexMobileWindowsMobile Lapto
Yahoo!Websites SocialmediaOnlinedirectories Google
9
1
But
are
you
here?
You
are
here.
10. A Powerful Local Presence
10
CompeteBe chosen, so you can win and keep
local customers.
1
11. A Powerful Local Presence
11
► Do you stand out in the local
market?
Are you meeting
competition head-on?
1
► Do you manage your reputation &
influence word of mouth?
► Do you turn searches into leads
through continuous optimization?
12. A Powerful Local Presence
121212
MeasureMeasure your results with reports that support
strong decision-making.
1
13. A Powerful Local Presence
13
► You know what’s working - can it
work even better?
Do you know if you’re
on the right track?
1
► Can you replace educated guesses
with machine learning?
► What can you do to improve the
return on your marketing
investment?
14. A Powerful Local Presence
14
1
Promote,
Competeand
Measure
2
TheDexOne
Advantage
3
DexNet
Performance
15. A Powerful Local Presence
Custom video
Results
reporting
Smart Content
messaging
Website hosting
and design
Online reputation
management
Mobile
enhancement
15
2
Local presence, simplified
Your local
presence
Dex Mobile
Dex printed
directory
Major search
sites
DexKnows.com
DexPages.com
Maximizing
your local
presence
= Media networks
= Marketing services
16. A Powerful Local Presence
16
2
Combine marketing
services …
►Message development
►Create & Change Content
►Video Upload
►24/7 reporting
Ready
to buy
=… with high-value,
Dex platforms.
►Dex extended network
distribution
►Dex Search Network
+
Need Research Refine search Contact
General
search
Website
view
Video
review
Send to
phone
Map
view
Profile
view
Text Email Call Walk in
$
Consumer purchase decision path
The right customers at the right time
17. A Powerful Local Presence
17
1
Promote,
Competeand
Measure
2
TheDexOne
Advantage
3
DexNet
Performance
18. A Powerful Local Presence
18
3
Dex Net: SEM
If traditional SEM is like day-trading… Dex Net is like High-Frequency-Trading
19. A Powerful Local Presence
19
3
Dex Net
Dex Net is always on, always learning & always optimizing campaigns
More geographically dense, local businesses data
More data about keyword strategies that yield calls or conversions across a
network of sites beyond Google
This data is fed to an Intuitive System that has consistently improved our
quality scores & conversion rate thus lowering our cost per call significantly
over the last year
20. A Powerful Local Presence
$60M Will be spent across the network in 2011
107% Year to Date increase in Net New Customers
80% Increase in lead-volume since the start of the year
50% Improvement in our conversion rate since the start of the year
20
3
Dex Net Data Points
21. A Powerful Local Presence
Endorsed by Google as Premiere SMB Partner:
– Among the top 5 Google AdWords buyers, worldwide
– One of 13 partners in this program in the US
What this means to you
– Significant financial incentives
– Unprecedented technical partnership
– Joint product development & access to exclusive beta programs
Our Google Relationship
3
22. A Powerful Local Presence
What is Dex Net?
3
Placement & Profile on DexKnows
Search Engine Marketing (SEM)
product
Pricing is based on leads goal
*Superpages.com does not apply to national accounts.
24. A Powerful Local Presence
System Optimization for lead delivery - call/emails vs. just clicks
Evolving Keyword Targeting for business relevance
Dynamically Optimized Distribution – daily review of client
performance on individual network sites
Call Tracking is essential for DOD to function
How Does Dex Net Work
3
25. A Powerful Local Presence
Numbers are for illustration purposes only
and not based on actual data
70 Clicks
2 Calls
20 Clicks
7 Calls
30 Clicks
5 Calls
70 Clicks
2 Calls
20 Clicks
9 Calls
30 Clicks
1 Calls
80 Clicks
8 Calls
20 Clicks
8 Calls
30 Clicks
1 Calls
Day #1Day #2Day #3
Dex Net Example
3
26. A Powerful Local Presence
3
Cost per
Call
$43.21
Cost per
Action
$20.56
287 Calls
2,110 Actions
Dex Net Advertiser Results
27. A Powerful Local Presence
3
6,051 Actions
Cost per
Action
$11.58
1,230 Calls
Cost per
Call
$16.67
Dex Net Advertiser Results
28. A Powerful Local Presence
3
6,868 Actions
Cost per
Action
$8.31
943 Calls
Cost per
Call
$12.84
Dex Net Advertiser Results
29. A Powerful Local Presence
3
1,705 Actions
Cost per
Action
$21.00
382 Calls
Cost per
Call
$30.24
Dex Net Advertiser Results
30. A Powerful Local Presence
What’s Next
3
Continual improvement of the core product
– Continue rolling out “High End” Dex Net with Name Defender
– Replace estimator tool with “market-based” pricing & lead targets
– Expand distribution network to more effectively drive cost per lead
– Create operational team to monitor system, conduct segment analysis &
quality scoring to better manage over-performers & underperformers
– Add essential features for serving CMRs and National Advertisers
– Experiment with our targeting engine for Display / Mobile Display
Leverage Google Engineering to improve cost & performance
– A joint “Tiger team” is working with Google on a set of enhancements to
improve cost per call and bidding strategies as well as a range of mobile &
location-centric initiatives
31. A Powerful Local Presence
31
Audience Poll #2
The Intuitive System,
Dex Net, continually
optimizes search to
provide clients
best-in-class… a. Quality actions
b. Savings 50-70% less
than Google
c. High-converting leads
d. All of the above
3
32. A Powerful Local Presence
Q4 Dex Net sales promotion
– Each $6,000 Dex Net order is eligible to
receive $50 Amex gift card
– Orders placed through Dec. 22nd
– Must claim your $50 gift cards online to
receive award
– Limited # of cards awarded on first-come,
first-serve basis
– Complete info on DexOneNational.com
32
Make Your World Hum
3
33. A Powerful Local Presence
Summary
3
Dex One delivers a powerful local presence for your clients
Dex One helps your clients reach ready-to-buy customers
through complete marketing solutions, partnerships and services
Dex Net search engine marketing is important component of
your overall online marketing program
Many more cutting edge products on the forefront
34. A Powerful Local Presence
DexOneNational.com
National Account Manager
800-898-5218
Dex One National Help Line
866-838-5079
Need More Info?
3
35. A Powerful Local Presence
We appreciate your ideas and feedback!
Please complete our brief exit survey
You could win $100 Amex gift card just in time for the
holidays!
Thank you!
Notas del editor
[Landing page—on screen prior to client connecting to WebEx]
Julie: Good afternoon, my name is Julie Cates, your facilitator from Cary, NC. And with me is Buzz Banda in Denver, who is going to take us through today’s topic, Delivering a Powerful Local Presence with Dex One.
Buzz is the National Director of Digital. He is on the forefront of Internet technology and drives all digital product development and sales in our National Sales channel and trains our National Account Managers. Thank you, Buzz, for reviewing Dex One’s digital product offerings, benefits and results.
Buzz: thank you Julie… [more here]
Julie: So, before we get started, I have a few housekeeping items… [next slide]
Click 1: [Communications] As you have noticed, we have switched to the WebEx platform and discontinued the Qwest teleconferencing operator assisted service. In order to minimize distractions and interruptions, all lines have been muted. There is some functionality I want to quickly review…
[next slide]…
Julie: As usual we want this session to be as interactive as possible. We encourage your questions. To ask a question, please use the Chat feature shown here. Please ask your question at any time. These questions will be directed to me, and we will pause throughout our session to answer them.
Click 1: Feel free to raise your hand if you want to ask a question via the phone and we’ll unmute your line at a stopping point.
Click 2: If we poll the audience, you can use the “” or “X” marks to answer a yes or no question. You can also tell Buzz to go slower, go faster, or tell us you like something by using the little smiley's.
Click 3: When we use the polling feature, you will look here to see and answer the question. These are usually multiple choice and your answers are recorded.
Click 4: These sessions are designed to be personable as well as informative. Please don’t be shy!
So let’s give it a try with a simple “yes/no” question… [next slide]…
Julie:
Buzz:
[Buzz: Review agenda]
We’ll do a quick review of how Dex One uses an integrated and strategic approach to help you achieve real results for your client’s.
You’ll see how this rolls up into what we call “the Dex One Advantage.”
Then we’ll show you how our Dex Net search engine marketing product works to deliver greater results for national clients.
[Advance to next slide]
Today, we’ll discuss what it takes to build a strong local presence so your clients ultimately can enjoy more business.
We think about building a strong local presence as a cycle, rather than a lot of open-ended activities.
Building a Powerful Local Presence is all about: [Click or arrow down]
Promoting your business – Can you be found where your customers and prospects search? [Click or arrow down]
Competing effectively – Do you have the right message to stand out from your competition? Do you know what customers are saying about you and your competitors so you can strengthen your influence and be chosen over others? [Click or arrow down]
Measuring your results – Do you have the level of insight you need to know if your marketing efforts are paying off? [Click or arrow down]
And when you can measure, you can plan your next move, getting an even greater return for your marketing and advertising dollars and efforts. [Click or arrow down]
We can get the promotional response you’re after, because we put you where 85% of local customers are looking, when they’re more ready to buy. That means more:
Calls, website visits and walk-in traffic
High-quality leads
[Click or arrow down]
Our solutions are integrated with our local market intelligence which makes tasks around promotion easier:
Tracking and reports on your advertising program
Consumer searching and buying behavior information
Advertising trends for your industry, including usage and penetration for digital, print and mobile
Ad tracking results for your industry
[Click or arrow down]
We help you refine your message to capture more customers and we can help you monitor and manage your online reputation. [Click or arrow down]
We provide the reporting that helps you see the results of your efforts at any time, helping you continuously optimize your strategy. [Click or arrow down]
You get all that from a simple, integrated solution. And we can prove our results for our advertisers.
Let’s dive more deeply into the cycle of building your client’s local presence, starting with promote.
[Advance to next slide]
[Introduce the Promote topic]
Can local customers find you the way local customers prefer to search for their trusted businesses?
[Advance to the next slide]
Purpose: Local search – think differently
Think differently. You’re here.
[Click or arrow forward]
Are you here? Your customers searching in more places.
Optional: As available, share local coverage area map with client
[Advance to next slide]
[Introduce the COMPETE topic]
When customers find you, can they understand your value above others?
Promoting your business will be effective only if you have the right message to influence how customers and prospects make their decisions.
[Advance to next slide]
[Show that competition is more than differentiated message]
What should you be doing to turn leads into customers and repeat business? Even against the competition?
You have to win the battle for influence in your market over your competitors.
You’re competing for attention and mind share—and competition is not a passive activity.
Winning the game of influence takes: [Click or arrow down]
Knowing who your competitors are and using differentiated messaging to stand out from them [Click or arrow down]
Knowing what your customers think of you by managing your reputation and word of mouth [Click or arrow down]
Positioning yourself online, so you turn search inquiries into leads
[Advance to next slide]
[Introduce the Measure topic]
How do you know that all your efforts are adding up to something?
Good instincts and a solid business plan played a huge role in building your business, but it takes information—real data—to make your next decisions.
[Advance to the next slide]
[Understanding results leads to stronger next moves and decisions]
Success you can measure is success you can repeat—and improve.
I can help you easily measure your progress to be sure you get the right results for your business.
By measuring your marketing and advertising results, you can: [Click or arrow down]
See if you’re getting the outcome you expected on your efforts [Click or arrow down]
Make informed decisions instead of educated guesses, such as forecasting numbers based on a more predictable pipeline [Click or arrow down]
Fine-tune your marketing efforts by knowing how customers are responding to your content [Click or arrow down]
Get more from the money you invest in your marketing investments
We set you up with integrated, easy-to-read reports to view the performance of all your program components—from promotions and coupons to phone calls, online traffic, volume of leads and what types of business you’re winning or missing.
We can report on your return on investment (ROI).
We give you one place where all the components of your program are integrated, so you can view how many actions we’ve generated for you:
Calls
Clicks
Website and other online traffic
Insights into other areas, including walk-ins
We also offer:
Vertical analysis
Regional market analysis
Branding and messaging analyses
Any questions about the four components that make up a strong local presence (search, message, influence and results)?
Then let’s move on to my recommendation for you today. Obviously, it’s going to be that you work with us to build your local presence.
[Advance to the next slide]
STOP FOR QUESTIONS!
[Differentiate yourself]
So I’ve been talking about how you have to differentiate yourself. It’s only fair that I do the same for me and my business.
[Advance to the next slide]
[Dex One Advantage: We give you a powerful local presence, simplified]
The first thing to understand about your Dex One Advantage is how simple and fast we’re able to get started on building your local presence. [Click or arrow down]
Through one profile and a consistent message, [Click or arrow down]
we have the platform and tools to put you where 85 percent of your local customers are looking.
[Advance to the next slide]
[Dex One Advantage: Reach the right customers at the right time]
Critical to your Dex One Advantage: Reaching the right customers at the right time. [Click or arrow down]
As you combine our valuable partnerships and services for everything from Web design and mobile device enablement to easy-to-read, 24/7 reporting [Click or arrow down]
with our high value proprietary platforms, [Click or arrow down]
you’ll reach more ready to buy customers. Period.
STOP FOR QUESTIONS!
[Advance to the next slide]
So as key part of the Dex One Advantage, let’s take a closer look at Dex Net – why it’s important in your lead generation strategy, what it is, and some of the results our clients have enjoyed.
[Advance to the next slide]
How the Learning Machine Works - Dex Net ties together multiple sources & dynamic keyword strategies to find efficiencies in the most cost-effective traffic resulting in calls
Lets say we need to get 100 calls from New, Active Buyers, for a client
We need 500 clicks for Google (5:1 click-to-call ratio)
But we can determine we can route 20 calls from Dex Knows, and 10 from the Network : so we need 350 clicks from Google
This lowers the cost in two ways:
First, the total number of clicks is reduced
Second, the cost per click is also reduced, because lower volume means we can bid for lower ranking
Cumulatively the savings are 50-70% lower than buying from Google alone.
&
We pass those savings on to our customers
78% of companies say SEO metrics have more influence on business strategy decisions than they did 12 months ago
As a result of our SEO / SEM success, Dex One is now endorsed by Google and has earned the Premiere CMR Partner recognition…
So in a nutshell… what is Dex Net? (a review for most of you on the call)
A listing with premium placement on DexKnows.com including a comprehensive business profile (mention video, logos, call tracking/recording)
It’s an SEM product that pushes our advertisers information out to our distribution network across the Web
Pricing is flexible and based on a budget goal or leads goal. Even have variable term contracts if needed.
Before we pause for some questions, I want to show you where Dex Net listings and profile links appear on search engines…
STOP FOR QUESTIONS!
So how does Dex Net work and what are some of the specific client results…
1) System optimization:
The Dex Net system automatically optimizes for lead (call/email) delivery - not just clicks.
It determines which inventory source is providing the best value (click to lead ratio) and then displays the client accordingly.
Our system is constantly working to generate the most leads that we can for clients, and we do this by monitoring not only clicks but the leads generated by the clicks.
2) Keyword targeting:
The Dex Net system uses a suite of industry leading tools and components to purchase relevant keywords pertaining to the business.
Our keyword list is constantly evolving and adjusting to stay as relevant as we can to the consumer who is searching.
Since we have over 25,000 Dex Net programs we can compare best practices from campaign to campaign and program to program that allow our system to continually evolve.
Trainer Note: The Dex Net product is not changing. There will be no additional keyword selection ability. Programs will continue to be setup using AMS via the taxonomy check boxes. This should be used to answer any questions about setting up custom keywords.
3) Dynamically (daily) optimized distribution network:
The Dex Net system reviews client performance on individual network sites on a daily basis to determine if the individual network sites are performing.
The system checks accounts daily for the quality of traffic being generated from our network. We do this to ensure we are spending the client’s budget in the most effective way possible.
4) The importance of call tracking:
Gives the client proof of performance
Allows for dynamic (daily) optimization of distribution network
Triggers the system to ignore non-lead based calls (e.g. telemarketers, wrong numbers, etc.)
The system tracks an individual account’s performance by network site and will move the account’s appearances to the sites that produce the most performance for the account. This does not mean that a client will NOT appear on a site that does not perform as well as others, but we will lower the frequency of their appearances. The Dex Net system reviews client performance on individual network sites on a daily basis to determine if the individual network sites are performing.
Dex Net displays advertising in all 3 tiers of our distribution networks. In this example, we use Google, YP.com, and Local.com to represent this. However, this process applies to all sites in all three networks.
This visual demonstrates how the Dex Net system optimizes our clients’ budgets daily for leads based on the performance each source in generating.
Click to advance animation
Read the numbers for clicks and calls on Day 1.
Based on these numbers, our system targets the sources providing the best click to call ratio and adjusts it for the next day. Which site(s) is producing the most leads on Day 1?
Click to advance animation.
Click to advance animation
Read the numbers for clicks and calls on Day 2.
This does not mean our system doesn’t show our client on Google, Local or the rest of the network, it just means they may not appear as often because Google, Local and the other sites are generating less leads. Which site(s) is producing the most leads on Day 2?
Click to advance animation.
Click to advance animation
Read the numbers for clicks and calls on Day 3. Which site(s) is producing the most leads on Day 3?
Click to advance animation
Ask participants if they understand the concept of optimization. If necessary, repeat or continue the explanation emphasizing key points.
STOP FOR QUESTIONS!
Buzz to read bullets then turn over to Julie for the Poll. [Make Julie Presenter]
Julie: Using the polling feature, answer the following question.
Before we conclude, I’d like to mention the Make Your World Hum promotion…
Julie:
Review Promotion details… then summary…
Review points…
Dex One delivers a powerful local presence for your clients
By promoting your clients’ message with a variety of products and distribution platforms
By getting them noticed by ready-to-buy consumers by making their message stand out.
By continuously measuring results, you know what’s working, can make informed decisions, and fine-tune your program to get the most for your money
Dex One helps your clients reach ready-to-buy customers through valuable partnerships and services for everything from Web design and mobile device enablement to easy-to-read, 24/7 reporting with our proprietary platform. In all, Dex can put your clients where 85 percent of local customers are looking for their products and services.
Dex Net is an important component of your overall online marketing program through its intuitive learning system and through ever-evolving product features that improve efficiency and results.
And as Buzz mentioned, with the attention of Google, there are many more cutting edge products on the forefront
So that concludes our webinar. Thank you Buzz. Great job today! I also want to thank those on the call for your participation. We hope you’ve found today’s webinar beneficial in understanding our SEM product, Dex Net, and how it can help you deliver leads for your clients.
[Next slide transition]
A recording of today’s presentation will be posted on DexOneNational in the Reference section.
Also, should you need more information on Dex Net and our other digital product offerings, you can find it in the “DexKnows” section of DexOneNational.com.
As always, you can contact your National Account Manager or the folks at the National Help Line. If you are not sure who your account manager is, the most up-to-date listing is located on DexOneNational.com as well.
[next page]
Lastly, we’d really like to know what you think about today’s webinar, but also we’d like to know what other topics you feel would be beneficial to you in the future… so please take a few moments to complete our survey. It’s only 4 questions and it will automatically pop up on your screen when you close your browser.
And everyone who completes the survey will be entered into a drawing for $100!
Good luck and thank you… and we’ll see you next time.
