real match webinar - crash course for local media
Post on 16-Dec-2014
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Brought to you by:
Top Digital Trends: A Crash Course for Local Media
Webinar October, 2014
The Internet, and social media in par3cular, have
RADICALLY CHANGED the way people consume informa3on and the way businesses
PROMOTE THEMSELVES.
The rules of marke3ng HAVE CHANGED.
Consider:
WHERE do your current and future customers
FIND WHAT THEY NEED?
Building brand awareness and customer rela3onships
SOCIAL:
What does it take?
Listening
The Key is to build ENGAGEMENT #notaonewaystreet
LISTENING IS content
OUTREACH IS content
CUSTOMER SERVICE is content
Your Customer’s Story
IS CONTENT
A different point of view
What does it take? CONNECTING
#hashtags, RT, Like, Favorite, Reply
70% of people trust online reviews
by strangers
90% of people trust online reviews
by people they know
The key is REPUTATION MANAGEMENT…
And you need it now more than EVER!
GeYng Found SEARCH:
97% of consumers search for local
businesses online
How you rank in SEARCH is criZcal
• 90% of searchers stop on PAGE 1
• 75% stop aAer 5 lisZngs
MOBILE Close to the sale and reach customers where they are
Facebook now has over 725 million
mobile users Do you have a usable mobile web site?
New Trend:
NaZve AdverZsing: What’s the buzz
about?
New Trend:
ProgrammaZc AdverZsing
What does this mean to our sales?
Consider:
HOW can you leverage this power FOR YOUR ADVERTISERS?
Online MarkeZng Landscape • SMBs Digital Marke3ng spend to outpace Digital Adver3sing by 2.5x this year * • $97billion projected in PR and Social Media Marke3ng consul3ng services (each more than radio and newspaper combined) * • SEO projected spending $40billion, Email management $43billion * • 80% of companies will par3cipate in social media marke3ng this year, nearly double from last year ** • Mobile and Video Marke3ng rapidly growing
Sources: * Borrell Associates, **eMarketer
Source: Borrell © 2014 Borrell
Legacy Media’s ‘Spindly’ Digital Legs
Share of Local Digital Advertising
Source: Borrell © 2014 Borrell
Legacy Media’s ‘Spindly’ Digital Legs
Share of Local Digital Advertising
Your Customers’ Needs Are Changing
The customer: Local businesses • Increasingly, cannot afford tradi3onal marke3ng, but don’t understand op3ons • View online marke3ng, and Facebook in par3cular, as an affordable and important op3on • Are too busy to keep up with managing their marke3ng and their businesses, seek assistance • Are hungry for solu3ons • Social media can bring significant results
Your Clients’ Needs Are Changing
• Newspaper SMBs use digital media heavily – and plan to do more. And they’re also more selec3ve.
• They’re ramping up their online presence, and how much they spend to maintain it and engage across it.
• Digital fragmenta3on presents tough challenges – like measuring ROI for “owned” and “earned” media.
• Newspapers are s3ll well-‐posi3oned to serve this marketplace.
What does this mean? • Local businesses are seeking online marke3ng solu3ons are overwhelmed with op3ons, and trust you • Your compe33on is NOT other media companies • As print slowly erodes, digital marke3ng services grow rapidly • Marke3ng services vs. adver3sing: where growth opportuni3es lie, requires different kind of sale • Need teams to be able to sell audience, understand the adver3ser problems to solve and iden3fy solu3ons
What does it mean to your sales effort? • Does NOT have to be a separate group or “agency”, BUT does need digital sales acumen and dedicated sales resources • An en3rely different level of service • Non-‐product or plahorm specific • Client-‐focused vs. product-‐focused • Non-‐biased • Solu3on-‐oriented
For RealMatch a`endees: A free evaluaZon of your opZons
shannon@dreamlocal.com www.dreamlocal.com
@shannonkin, @dreamlocal www.facebook.com/dreamlocal
207-‐593-‐7665
http://Publishers.dreamlocal.com
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