It's been said time and again that there's no such thing as a free lunch. Search Influence CEO Will Scott discusses how to effectively take advantage of paid platforms for social engagement, content discovery, and lead-generation for local businesses. Search Influence's mission is to help customers successfully market online, by developing tools, technology and the experts who support them. For more information, go to www.searchinfluence.com. Search Influence employees enjoy top-of-the-line health benefits, employer-matched retirement plan, holiday pay, and paid time off. If you enjoy a fast-paced environment in a growing company, check out our jobs and apply at www.searchinfluence.com/jobs/. Search Influence 935 Gravier St STE 1300 New Orleans LA 70112-1608 (504) 208-3900

1. Confidential, Property of Search Influence, LLC © 2016
COMPETING
AND WINNING
IN A PAY-TO-PLAY
WORLD
Will Scott
CEO & Co-Founder
@w2scott #mnsearch

2. SEARCH INFLUENCE
Helping customers successfully market online since 2006.
Search Influence
• 90 full and part-time
employees
• 120 contract writers
• Google AdWords & Analytics
Certified Staff
• Google Certified Partner
Reputation
• 2011 Inc. 500 honoree
• 2013 Inc. Hire Power Winner
• Recognized leader in search and social
for local business
• Two decades in online media
• Best Places to Work, 2014
ABOUT
@searchinfluence #mnsearch

3. ● Helping businesses succeed online
since 1994
● Started Search Influence in 2006 with
wife and COO Angie Scott
● 10-years in business
● 30,000 clients and 47 resellers served
● @w2scott
WILL SCOTTABOUT ME
@searchinfluence #mnsearch

4. @w2scott #mnsearch

5. YOUR JOB:
GET GOOD
CONTENT IN
HANDS OF
READY
BUYERS
@searchinfluence #mnsearch

6. SOUNDS EASY RIGHT?
@w2scott #mnsearch

7. AMERICANS ARE ON
PHONES AND TABLETS
4.7 HOURS A DAY.
@searchinfluence #mnsearch

8. 2.13 BILLION PEOPLE
ARE ON SOCIAL
NETWORKS.
http://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/
@w2scott #mnsearch

9. EVERY DAY,
AVERAGE
CONSUMER
SPENDS 198
MINUTES
INSIDE APPS.

10. TRUE SOCIAL IS
GETTING HARDER
@w2scott #mnsearch

11. @searchinfluence #mnsearch
#1. THOSE DARN
CONSUMERS KEEP
GETTING SMARTER

12. @w2scott #mnsearch

13. GOOD CONTENT IS
STILL KEY.
@searchinfluence #mnsearch

14. HOW WE DO IT

15. HOW WE DO IT

16. HOW WE DO IT

17. TONE DOWN THE
SALES MESSAGES
@w2scott #mnsearch

18. FIND YOUR
OWN “DESIREE’S”
@searchinfluence #mnsearch

19. REWARD
WITH
EXCLUSIVES
@w2scott #mnsearch

20. FEATURE
YOUR FANS
@searchinfluence #mnsearch

21. SUBTLETY WINS
EVERYTIME
@w2scott #mnsearch

22. REPLY!
REPLY!
REPLY!
@searchinfluence #mnsearch

23. @searchinfluence #mnsearch
#2. MAINTAIN A
CONSTANT PRESENCE?
YEA, RIGHT

24. EVERY SECOND,
180,000POSTS ARE ADDED.
@searchinfluence #mnsearch

25. EVERY SECOND,
6,000TWEETS ARE TWEETED.
@w2scott #mnsearch

26. EVERY SECOND,
428PICTURES ARE ARE POSTED.
@searchinfluence #mnsearch

27. EVERY SECOND,
117,986YOUTUBE VIDEOS ARE WATCHED.
@w2scott #mnsearch

28. @searchinfluence #mnsearch
#3. IMPOSSIBLE TO
ENGAGE WITH A
“CAGED” AUDIENCE

29. 2015: FACEBOOK
ALGORITHMS LIMIT
BRAND REACH
@w2scott #mnsearch

30. YOU DON'T OWN FACEBOOK

32. AUDIENCE OPTIMIZATION

33. AUDIENCE OPTIMIZATION

34. PAY-TO-PLAY IS THE
LOGICAL ANSWER
@w2scott #mnsearch

35. ADVERTISERS SPEND
$54 BILLION
ON SOCIAL MEDIA
ADS IN 2020
@searchinfluence #mnsearch

36. LOCAL AWARENESS ADS

37. LOCAL AWARENESS ADS

38. OVERALL RANKING FACTORSFACEBOOK PROMOTED POST
OPTIONS

39. OVERALL RANKING FACTORSFACEBOOK PROMOTED POST

40. OVERALL RANKING FACTORSLINKEDIN SPONSORED UPDATE

41. OVERALL RANKING FACTORSPINTEREST SPONSORED PINS

42. TRADITIONAL
MEDIA IS
SELLING OUT
@searchinfluence #mnsearch

43. OVERALL RANKING FACTORSBIG MEDIA WANTS YOU

44. OVERALL RANKING FACTORSBIG MEDIA WANTS YOU

45. SPONSORED ARTICLE

46. SPONSORED ARTICLE

47. FACEBOOK PROMOTED POST

48. SPONSORED CONTENT

49. SPONSORED CONTENT

50. MEDIA LINES
ARE BLURRED
@w2scott #mnsearch

51. OVERALL RANKING FACTORSBUZZFEED

52. OVERALL RANKING FACTORSMASHABLE

53. OVERALL RANKING FACTORSMASHABLE
NOT TAGGED AS “SPONSORED”

54. EVEN MORE
IMPORTANT
TO KNOW
YOUR AUDIENCE
@w2scott #mnsearch

55. CHANNEL YOUR
TARGET CUSTOMER:
“WHO BUYS MY
PRODUCT OR SERVICE?”
@searchinfluence #mnsearch

56. • Men or Women?
• Age? Marital and family status?
• Income?
• Location?
DEFINE YOUR
TARGET MARKET
@w2scott #mnsearch

57. • Like or dislike?
• Interests?
• Values?
• Lifestyle?
WHAT MAKES YOUR
CUSTOMER TICK?
@searchinfluence #mnsearch

58. @searchinfluence #mnsearch

59. @searchinfluence

60. @w2scott

61. THANK YOU!
Will Scott
Search Influence
935 Gravier St STE 1300
New Orleans LA 70112-1608
(504) 208-3900
http://www.searchinfluence.com/