More Related Content Similar to Google and Facebook: Opportunities and Threats for Agencies and their Local Clients (20) Google and Facebook: Opportunities and Threats for Agencies and their Local Clients1. © 2018 TIDINGS / GRADE.US@TIDINGSCO
GOOGLE AND FACEBOOK: OPPORTUNITIES
AND THREATS FOR AGENCIES AND THEIR
LOCAL CLIENTS
Garrett Sussman
Grade.us
© 2018 TIDINGS / GRADE.US
David Mihm
Tidings
#LOCALWEBINAR
2. © 2018 TIDINGS / GRADE.US@TIDINGSCO
EVOLUTION OF THE DIGITAL LANDSCAPE
WHAT HAVE AGENCIES BEEN SELLING?
WHAT HAVE SMBs BEEN BUYING?
WHERE IS THE LONG-TERM OPPORTUNITY?
RECAP
@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
3. © 2018 TIDINGS / GRADE.US@TIDINGSCO
EVOLUTION OF THE DIGITAL LANDSCAPE
WHAT HAVE AGENCIES BEEN SELLING?
WHAT HAVE SMBs BEEN BUYING?
WHERE IS THE LONG-TERM OPPORTUNITY?
RECAP
@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
4. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
2006
Humble beginnings.
5. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
It took basically nothing to rank.
6. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
EVEN MORE TRUE
ONCE THE 10-
PACK ARRIVED.
Place-based business results, free from
national competition.
(OK, so this is actually a 7-Pack)
7. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
YOU COULD
BASICALLY DO IT
FOR FREE.
We built an entire product
to help small businesses
and agencies do just that.
8. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
Source:
Statista
AND THESE RESULTS
JUST KEPT REACHING
MORE AND
MORE
CUSTOMERS.
9. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
FACEBOOK WAS
STILL TRYING TO
DETHRONE
MYSPACE.
10. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
FAST FORWARD >>
11. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
GOOGLE MY
BUSINESS
LISTING
Finally a centralized way for SMB
owners to control the information
about their business.
12. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
GOOGLE
KNOWLEDGE
PANEL
Ex. Hospitality
13. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
GOOGLE LOCAL
PACK
14. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
GOOGLE MY
BUSINESS
WEBSITE
15. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
ZERO-CLICK
SERPS = VOICE-
READY SERPS
16. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
SMART COOKIES,
THOSE
GOOGLERS.
17. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
RICKY BOBBY WAS
RIGHT!
Who would have guessed?
18. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
IN THE MEANTIME,
GOOGLE’S GOTTEN
SERIOUS ABOUT
MONETIZING DESKTOP
+ MOBILE.
https://www.sterlingsky.ca/category/tips/
35% of local keywords
now have these.
64% in some markets.
https://moz.com/blog/35-percent-of-local-keywords-have-local-pack-
ads
20. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
Source: Convince & Convert
4/6/2014
FACEBOOK ISN’T
FAR BEHIND.
21. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
https://digiday.com/marketing/organic-reach-facebook-dead-advertisers-will-spend-reach-facebooks-feed-purge/
*
22. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
FACEBOOK
BUSINESS
PAGES
23. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
ASKING FOR
RECOMMENDATIONS
24. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
FACEBOOK CITY
PAGES
Notifications with
recommended local
amenities
25. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
General - Across All Industries
Bing
Yahoo
Yelp
Patch (Local)
Nextdoor (Local)
OTHER PLATFORM
OPPORTUNITIES
26. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
OTHER PLATFORM
OPPORTUNITIES
27. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
(GETLISTED
LAUNCHED)
28. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
(TODAY)
29. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
WHERE WILL NEW
GROWTH COME
FROM? Source: Boston Dynamics
30. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
THEY’RE ALSO
GOING TO OPEN
SMB WALLETS.
Better ads than you can create,
at zero cost, with bigger data
than the world’s largest
publishers.
33. © 2018 TIDINGS / GRADE.US@TIDINGSCO
SUMMARY OF THE LOCAL DIGITAL LANDSCAPE
More structured data, less website content
Increasingly pay-to-play
Ads increasingly self-serve
@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
34. © 2018 TIDINGS / GRADE.US@TIDINGSCO
EVOLUTION OF THE DIGITAL LANDSCAPE
WHAT HAVE AGENCIES BEEN SELLING?
WHAT HAVE SMBs BEEN BUYING?
WHERE IS THE LONG-TERM OPPORTUNITY?
RECAP
@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
35. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
● Web Development / Design
● Local (Print) Advertising / Local
PPC
● Local SEO / Listings Management
● Local Content / Social Media
Marketing / Email Marketing
● Online Review Management and
Marketing
WHAT SERVICES
ARE GRADE.US
AGENCIES
SELLING?
36. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
HOW ARE AGENCIES
CURRENTLY OFFERING
REVIEW MANAGEMENT
AND MARKETING
SERVICES?
Grade.us 2017 Customer Survey
37. © 2018 TIDINGS / GRADE.US@TIDINGSCO
EVOLUTION OF THE DIGITAL LANDSCAPE
WHAT HAVE AGENCIES BEEN SELLING?
WHAT HAVE SMBs BEEN BUYING?
WHERE IS THE LONG-TERM OPPORTUNITY?
RECAP
@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
38. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
WHAT DO YOUR
CUSTOMERS
THINK IS
WORKING?
39. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
WHAT DO YOUR
CUSTOMERS
THINK IS
WORKING?
Source: LSA Insider
86% Social Media
61% Email Marketing
55% SEO
40. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
WHAT DO YOUR
CUSTOMERS THINK
IS WORKING? Source: LSA Insider
41. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
WHERE ARE THEY
PLANNING TO
SPEND MONEY?
42. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
Online reviews play a
crucial role.
LOCAL SEO IN
2018
http://www.localseoguide.com/guides/local-seo-ranking-factors/
43. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
Local Pack Review Ranking Factors
LOCAL SEO IN
2018
http://www.localseoguide.com/guides/local-seo-ranking-factors/
44. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
● Web Development / Design
● Local (Print) Advertising /
Local PPC
● Local SEO
● Local Content / Social Media
Marketing / Email Marketing
● Online Review Management
and Marketing
STRONG ALIGNMENT
45. © 2018 TIDINGS / GRADE.US@TIDINGSCO
EVOLUTION OF THE DIGITAL LANDSCAPE
WHAT HAVE AGENCIES BEEN SELLING?
WHAT HAVE SMBs BEEN BUYING?
WHERE IS THE LONG-TERM OPPORTUNITY?
RECAP
@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
46. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
THEY’RE ALSO
GOING TO OPEN
SMB WALLETS.
Better ads than you can create,
at zero cost, with bigger data
than the world’s largest
publishers.
48. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
SEO DEMAND VS
RETURN
Among local businesses
49. © 2018 TIDINGS / GRADE.US@TIDINGSCO
© 2018
TIDINGS
WHERE CAN YOU ADD
VALUE TO WHAT GOOGLE
AND FACEBOOK OFFER?
50. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
INTEGRATING
BEST-OF-BREED
POINT
SOLUTIONS INTO
A SINGLE BUNDLE
SOLVES A MAJOR
PAIN POINT.
52. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
HOW TO
EVALUATE
PRODUCTS FOR
YOUR BUNDLE
Does it solve a customer
need? Make sure they’ve checked
Zone 1-2-3 components
before selling a Zone 4-5-6
solution
53. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
Does it integrate with other
products/offerings?
HOW TO
EVALUATE
PRODUCTS FOR
YOUR BUNDLE
54. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
Will it survive
disintermediation?
HOW TO
EVALUATE
PRODUCTS FOR
YOUR BUNDLE
What can your agency create for your
clients that they can own?
Local original content: SMB website, marketing
collateral (print & digital), blog posts
Local Relationships - partnerships, joint venture
opportunities, local influencer relationships
Self-generated data: email lists, customer info,
testimonials/online reviews
55. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
HOW TO
EVALUATE
PRODUCTS FOR
YOUR BUNDLE
Can you make a margin?
Setup fee - Does the service allow you to charge a
setup fee that gets investment/buy-in from SMB?
Retainers - How many billable hours will the
ongoing service require vs. self-service access to
the platform?
Upsells and Premiums - Does adding the service
allow you to add a premium tier?
Scalability - Can it be provided as a self-service as
you scale or will you limit your number of clients
to provide managed services?
56. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
HOW TO DELIVER
YOUR BUNDLE
Agency Managed Services vs. Self Service
Automation vs. Human Touch
Scalability and pricing
factors to consider
57. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
HOW TO SELL
YOUR BUNDLE
Tactics that have been
successful for agencies
Educational eBooks (Like this example from
Joy Hawkins of SterlingSky.com)
How-to videos (like the ones
from stonetemple.com)
58. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
HOW TO SELL
YOUR BUNDLE
Tactics that have been
successful for agencies
Blog educational information:
59. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
Strong agency marketing site (like advicelocal.com)
HOW TO SELL
YOUR BUNDLE
Tactics that have been
successful for agencies
60. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
WHY YOU SHOULD
ADD GRADE US TO
YOUR BUNDLE
Online Reviews are a major marketing tool for
customer acquisition:
● Visibility and credibility (social proof) for clients
● Increase search engine rankings and conversion rates
● Find targeted leads via industry specific channels
No other marketing channel offers such a
dramatic lift in such a short period of time.
61. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
WHY YOU SHOULD
ADD GRADE US TO
YOUR BUNDLE
Online reviews have a
significant influence on
consumers buying habits.
Having a low score or too
few reviews can hurt an
SMBs sales.
https://www.brightlocal.com/learn/local-consumer-review-survey/
62. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
Grade.us
Prospect Reports
GET YOUR FOOT
IN THE DOOR
WITH REVIEW
MANAGEMENT
63. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
WHY YOU SHOULD
ADD TIDINGS TO
YOUR BUNDLE
Send an awesome
newsletter in under 7
minutes.
64. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
WHY YOU SHOULD
ADD TIDINGS TO
YOUR BUNDLE
Does it solve a customer need?
Email = top ROI marketing channel (40:1).
Does it integrate with other
products/offerings?
Mailchimp, Wordpress, Facebook,
Instagram & more.
Will it survive disintermediation?
Owned, not rented channel.
Can you make a margin?
Hard marginal cost = $7/client/mo.
66. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
OTHER BUNDLE
COMPONENTS WE
RECOMMEND
Subscription Billing
Social Media Scheduling
Analytics Reporting
Email Address Capture
List Management; Compliance
67. © 2018 TIDINGS / GRADE.US@TIDINGSCO
EVOLUTION OF THE DIGITAL LANDSCAPE
WHAT HAVE AGENCIES BEEN SELLING?
WHAT HAVE SMBs BEEN BUYING?
WHERE IS THE LONG-TERM OPPORTUNITY?
RECAP
@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
68. @TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US@TIDINGSCO / @GRADEUS © 2018 TIDINGS / GRADE.US
Survive disintermediation by:
- Selling services that align with
customer needs and demand
- Selling services that are long-
term concrete deliverables
- Integrating best-of-breed point
solutions that allow a margin
Adding value where Google and
Facebook cannot.
Voice and mobile results
reduce the number of
organic Local winners.
Google and Facebook are
monetizing more and more
visibility.
Ads are getting easier for
local businesses to DIY.
69. © 2018 TIDINGS / GRADE.US@TIDINGSCO
THANK YOU!
© 2018 TIDINGS / GRADE.US
agencies@tidings.com
tidings.com/agencies
sales@grade.us
grade.us/home/plan/agency
@TIDINGSCO / @GRADEUS