Who stole the cookies from the cookie jar? Facebook stole the cookies, that's who. Used to be building and engaging an audience through content was as simple as hitting the "Share" button. These days, however, as the social networks look for ways to monetize, you've gotta pay to play. Paula and Will demonstrate some of the best tactics to leverage reputable brands to dominate your local market.

1. Confidential, Property of Search Influence, LLC © 2016
CONTENT
AMPLIFICATION
STRATEGIES FOR
LOCAL Will Scott
CEO & Co-Founder
Paula Keller French
Director of Sales &
Marketing
@searchinfluence @w2scott @paulakfrench #localu

2. @searchinfluence @w2scott @paulakfrench #localu

3. @searchinfluence @w2scott @paulakfrench #localu

4. @searchinfluence @w2scott @paulakfrench #localu

5. GET YOUR TARGET AUDIENCE (AND
GOOGLE) TO SEE YOUR BUSINESS
AS A TRUSTED PROVIDER OF
GOODS OR SERVICES.
@searchinfluence @w2scott @paulakfrench #localu

6. ● Helping businesses succeed online
since 1994
● Started Search Influence in 2006 with
wife and COO Angie Scott
● 30,000 clients and 47 resellers served
● @w2scott
WILL SCOTTABOUT ME
@searchinfluence @w2scott @paulakfrench #localu

7. PAULA KELLER FRENCHABOUT ME
Confidential, Property of Search Influence, LLC © 2016
● 7 years in online marketing with a focus
on SEO
● “Influencer” since 2009
● Google AdWords Certified
● @paulakfrench
@searchinfluence @w2scott @paulakfrench #localu

8. Search Influence
90 full and part-time employees
120 contract writers
Google AdWords & Analytics
Certified Staff
Google Partner
ABOUT
SEARCH INFLUENCE
Reputation
2011 Inc. 500 honoree
SEL Columnists, SMX, LocalU, Pubcon,
mozcon, Searchfest and more
Two decades in online media
Best Places to Work, 2014 & 2016

9. CONTENT
AMPLIFICATION?
@searchinfluence @w2scott @paulakfrench #localu

10. October 13
10:30 p.m.
@searchinfluence @w2scott @paulakfrench #localu

11. 2-6%
SHRINKING ORGANIC REACH
OF YOUR FANS SEE YOUR POSTS ORGANICALLY
@searchinfluence @w2scott @paulakfrench #localu

12. @searchinfluence @w2scott @paulakfrench #localu

13. @searchinfluence @w2scott @paulakfrench #localu

14. YOU’VE GOT A GREAT
PIECE OF CONTENT, NOW
LET’S MAKE SURE IT’S
DISCOVERED.
@searchinfluence @w2scott @paulakfrench #localu

15. EXISTING CONTENT OPPORTUNITIES:
● Well-written site pages
● Infographics
● Detailed Blog Posts
● Past media mentions
● Others’ Blog posts
● Reviews
● Sponsored / paid content
@searchinfluence @w2scott @paulakfrench #localu

16. LOCATE EXISTING
MENTIONS
“Brand” -inurl:domain.com
“Center for Restorative Breast Surgery” -inurl:breastcenter.com
“audubon nature institute” -inurl:audubonnatureinstitute.org
"donaldson plastic surgery" -inurl:donaldsonplasticsurgery.com
@searchinfluence @w2scott @paulakfrench #localu

17. @searchinfluence @w2scott @paulakfrench #localu

18. @searchinfluence @w2scott @paulakfrench #localu

19. AIM FOR ORGANIC
LOCAL PLACEMENTS
@searchinfluence @w2scott @paulakfrench #localu

20. SPONSORED (PAID!)
OPPORTUNITIES
@searchinfluence @w2scott @paulakfrench #localu

21. HYPER
LOCAL
@searchinfluence @w2scott @paulakfrench #localu

22. HYPER
TRUSTED

23. ANALYZING SEO
VALUE
OF SPONSORED
PLACEMENTS
@searchinfluence @w2scott @paulakfrench #localu

26. Dedicated Page
Brand Name in
Title Tag, URL &
Heading
Video
Location in Title
Tag, URL,
Heading

27. Local
Citations!

28. Yes, Local
Citations!
Whitespark
agrees.
@searchinfluence @w2scott @paulakfrench #localu

29. Decent Anchor Text
Followed Link
Page Authority
Domain Authority
@searchinfluence @w2scott @paulakfrench #localu

30. Indexation
@searchinfluence @w2scott @paulakfrench #localu

31. HOW LONG WILL IT
LIVE?
@searchinfluence @w2scott @paulakfrench #localu

32. PAY-TO-PLAY
FACEBOOK
STRATEGIES
@searchinfluence @w2scott @paulakfrench #localu

33. 2M 80%
active advertisers
on Facebook (and
most are small
businesses)
of Facebook’s new
advertisers started
by paying for
promoted posts
a day is the
average spent by
small businesses
on Facebook
$5-$50
@searchinfluence @w2scott @paulakfrench #localu

34. WITH FACEBOOK, YOU CAN
TARGET LIKE A BOSS.
@searchinfluence @w2scott @paulakfrench #localu

35. FACEBOOK’S “MARKETING PARTNERS”
(A.K.A. DATA PROVIDERS)
@searchinfluence @w2scott @paulakfrench #localu

36. Home Type: Year Home Built
@searchinfluence @w2scott @paulakfrench #localu

37. Household Composition: Grandparents,
Veterans in Home
@searchinfluence @w2scott @paulakfrench #localu

38. Parents: All Parents
@searchinfluence @w2scott @paulakfrench #localu

39. Life Events: Anniversary within 30 Days
@searchinfluence @w2scott @paulakfrench #localu

40. Life Events: Away From Hometown
@searchinfluence @w2scott @paulakfrench #localu

41. Automotive: New Vehicle
Buyers (near market)
@searchinfluence @w2scott @paulakfrench #localu

42. Automotive: New Vehicle
Shoppers (in market)
@searchinfluence @w2scott @paulakfrench #localu

43. Automotive: Used Vehicle Buyers
@searchinfluence @w2scott @paulakfrench #localu

44. Travel: Business Travelers
@searchinfluence @w2scott @paulakfrench #localu

45. Residential Profiles: Recent Homebuyers
@searchinfluence @w2scott @paulakfrench #localu

46. Charitable Donations: Cancer Causes
@searchinfluence @w2scott @paulakfrench #localu

47. Seasonal and Events: Cricket Enthusiasts
@searchinfluence @w2scott @paulakfrench #localu

48. @searchinfluence #NOEW
IMPROVE TARGETING BY CREATING
LOOKALIKE AUDIENCES
@searchinfluence @w2scott @paulakfrench #localu

49. FACEBOOK CUSTOM AUDIENCES
© 2016 Search Influence@searchinfluence @w2scott @paulakfrench #localu

50. FACEBOOK CUSTOM AUDIENCES:
EMAIL LISTS + LOOK ALIKE
© 2016 Search Influence@searchinfluence @w2scott @paulakfrench #localu

51. SO, HOW DO YOU GET
EMAIL ADDRESSES?
ASK AT EVERY TOUCHPOINT
● When someone calls to ask a question
● When someone is purchasing something
at an event
● When someone is filling out an online
form, make the email address field
required
● Newsletter signup on website
© 2016 Search Influence@searchinfluence @w2scott @paulakfrench #localu

52. REMARKET TO TURN
LOSERS INTO WINNERS
@searchinfluence @w2scott @paulakfrench #localu

53. REAL LIFE
EXAMPLES
@searchinfluence @w2scott @paulakfrench #localu

54. SPONSORE
D
CONTENT
@searchinfluence @w2scott @paulakfrench #localu

55. PROMOTION VIA NON-
BRANDED “INTEREST” PAGE
FACEBOOK PROMOTION
● 9,655 paid impressions
● 16 organic impressions
● 383 clicks
● 222 engagements
● 3.97% CTR
● $0.37 CPC
● $140.42 total spend
@searchinfluence @w2scott @paulakfrench #localu

56. TWITTER PROMOTION
@searchinfluence @w2scott @paulakfrench #localu

57. ANY
QUESTIONS?
@searchinfluence @w2scott @paulakfrench #localu