February 16, 2017 S P O N S O R E D B Y

Transcription

1 ADP PUBLISHER WEBINAR February 16, 2017 S P O N S O R E D B Y 1

2 H O W T O U S E D I R E C T O R Y L I S T I N G R E Q U E S T S T O S E L L D I G I TA L M E D I A S E R V I C E S 2

3 OUR AGENDA Webinar Start Introductions Present Today s Topics Recap Summary Questions & Answers Adjourn 2:00 EST 5 minutes 25 minutes 5 minutes 10 minutes 2:45 EST 3

4 INTRODUCTIONS TO PRESENTERS MAKEITLOCAL MARKETING COMPORIUM MEDIA SERVICES Internet Directory Technology Provider, Publishing Platform & Business Center Directory Publisher, Sales Agency and Digital Media Fulfillment Partner SCOTT FEDER DAVID LITTLE President & Managing Partner Senior Vice President of Sales Partner Member

5 TOPICS OF CONVERSATION We are going to share how publishers, like Comporium Media Services, utilize directory listings requests as fuel for their sales teams Describe how the process works Explain how listing requests are used for discovery Show how new digital sales opportunities can be uncovered Talk about formulating recommendations for advertisers based on a consultative sales approach 5

6 DIRECTORY LISTINGS MANAGEMENT Used by Print Publishers for Years as Yellow Pages sales leads Now an Important Part of Digital Marketing (SEO) Quickly Becoming a New Revenue Stream for Internet Directory Publishers U. S. D I R E C TO RY L I S T I N G S Over 14 million business listings Estimated 20% change every year 56% not claimed on Google 66% not claimed on Yelp 80% not claimed on BBB, Bing, Yahoo, or YP.com 6

7 DIRECTORY LISTINGS CASE IN POINT Local businesses are submitting online listings requests and profile changes to Directory Publishers Comporium receives a steady flow of these adds/changes/deletes via the MakeItLocal.com U.S. Business Directory Listings requests are quickly passed to the local sales teams for verification, discovery and needs assessment 7

8 STEP 1. DISCOVERY SALES PROCESS At this point, the sales reps are getting prepared to call their prospects Verify that the information submitted appears correct (NAP, plus IYP heading) Find out what information is missing (website, social media links, address, etc.) Become familiar with the business, products/services, their digital footprint and web presence. 8

9 SALES TOOLS LISTINGS MANAGEMENT Our sales teams show how we can programmatically submit listings to all major directories, search engines and content aggregators In addition to a free snapshot report, we show how our listing syndication service can make it easier for the business to be listed everywhere 9

10 STEP 2. NEEDS ASSESSMENT DIGITAL CHECKUP NEED STATUS SALES APPROACH TIPS WEBSITE No Website? Have Website? Recommend a landing page in Internet directory or explore website development Test site performance for speed, mobility and security. 46% of consumers feel website design is the top criterion for deciding whether a company is credible or not. If site is slow, not mobile friendly, or secure they re not in the game. Check out visibility in local search. Do they show up in Google when searching for their products/services? Speed Mobility Security Visibility 10

11 STEP 2. NEEDS ASSESSMENT CONTINUED A company s content strategy has a big impact on Internet visibility. On page/off page content should be unique, updated and support key search terms. NEED STATUS SALES APPROACH TIPS SOCIAL MEDIA No Social Media? Have Social Media? Explain importance of being social and recommend channels for connecting with business or consumers. Check social pages and their blog to see if they re being updated. Talk about the value of social media marketing, customer reviews and Internet videos. Are they interested in expanding online? Ask about their content strategy. Do they need help making updates? Do they subscribe to any reputation management services? 11

12 STEP 3. MAKING THE CALL Thank you for reaching out. I m calling to confirm everything that you submitted to us online. You must realize the value of online directory listings. It s a great way to be seen on our site and to boost page rank on search engines. Tip: Use a Listings Scan Tool to check the prospect s listings before the call. IMPORTANT: This is not a cold call, since the business is making a request to the publisher. Primary purpose is to verify the information that s been submitted and then lead into a discussion about listings syndication and other digital services. 12

13 MAKING THE CALL CONTINUED Probing Questions: Where do you want to be listed in our Internet directory? What locations are you targeting for new business? We noticed that you didn t submit a website address, Facebook page, etc. -- do you want to include those too? Is this an address change or are you opening a new location? How are you planning to update your listings everywhere else? 13

14 PUBLISHER INTERNET DIRECTORY L ANDING PAGES Third-party listings are becoming de facto home pages Explain benefits of in print and online ad strategy Outline features and benefits of Internet directory Propose local advertising packages Display Banner Ads Box Display Ads Featured Directory Advertiser Contextual Ads 14

15 SALES APPROACH BEST PRACTICES Adopt a consultative sales approach Ask questions and listen Explain what it takes to achieve the best digital marketing results Show any apparent gaps in their digital marketing strategies and tactics Make recommendations based on discovery and needs assessment Share success stories 15

16 SALES APPROACH CONTINUED Share information about best practices and continue to ask questions SEO: Visibility depends on site performance How well is your website working for you? How many leads do you generate? Social Media: important to have good reputation online How are you monitoring the web? Do you know what customers say about you online? Are you getting alerts whenever you for mentioned? What are you doing to get people to make ratings, recommendations and reviews? 16

17 WHAT TO DO WHEN THE CUSTOMER SEEMS TO HAVE EVERYTHING? Internet Videos: An easy way to showcase a business and tell your story Mobile Marketing: SMS Text Marketing is a great way to build loyalty Google AdWords: Pay-Per-Click Campaigns can generate news leads immediately Facebook Advertising: Cost effective way to segment, target, reach desired audience Display Ad Retargeting: It s hot right now, are they doing it yet? If so, how much do they pay (CPM)? Can you save them money? 17

18 SUMMARY Treat listings requests like gold SMB s that contact your directory website, found it online It s a great opportunity to reach out and share information Explore what interests them most Explain the gaps in their digital strategy Find ways to help Tip: share as much information as possible without overloading them Schedule follow-ups to discuss proposals, next steps Move towards close; ask for referrals 18

19 Q U E S T I O N S & A N S W E R S? A S K U S A N Y T H I N G 19

20 ABOUT US MakeItLocal Marketing is the official technology partner, business development and digital marketing affiliate for MakeItLocal.com, a U.S. business directory which is managed by a strategic alliance between Shrewd Marketing LLC and Comporium Media Services. We partner with directory publishers and local media companies to deliver digital marketing services that generate leads for small business owners. MakeItLocal.com is a lead generator available as a co-brand or white label Internet Directory publishing solution and digital marketing suite. 20

21 DIRECTORY, VIDEO, WEBSITE PRODUCTION 21

22 DIGITAL MARKETING SERVICES MAKEITLOCALMARKETING.COM LISTINGS MANAGEMENT ADVERTISING CAMPAIGNS MEDIA SERVICES Directory Listings Syndication Google AdWords Video Production Business Profiles - Landing Pages Facebook Advertising Featured Videos Snapshot Reports Targeted Display Ads YouTube Channel YELLOW PAGES ONLINE VISIBILITY MANAGEMENT PUBLISHER SERVICES Internet YP Advertising Content - Blogs Outbound Telesales Contextual Ads Social Media Management Ad Composition Featured Business Ads Reputation Intelligence Graphics Production Banner Display Ads Reviews Management Pagination Display Box Ads Search Engine Optimization Website Design & Hosting 22

23 FOR MORE INFORMATION Contact us about lead generation, publisher services and exclusive sales territories in your neighborhood or local markets. And be sure to check out these YouTube videos!

24 T H A N K Y O U! 24