The Internet has changed the way consumers buy. Radio continues to be a strong advertising medium but there is no question that advertisers are investing more and more into digital marketing. So what do you as radio stations need to know about what is happening in the digital marketing space? In this webinar, we will provide you a current state of SEO, how it works with radio, and what radio stations are doing to successfully sell SEO.
In this webinar, you will learn:
· What is SEO and why you should care
· Where does SEO fit in an SMB budget (Do businesses still want it?)
· How can SEO & Radio work together (see video)
· How Radio stations have successfully added SEO to their offering (Best Practices & how to sell it)
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Today’s
Objective
How SEO fits into today’s marketing landscape.
How understanding SEO will help you sell
more radio advertising and generate more
revenue.
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Current State of SEO
What is SEO
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2
3
8
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6Demand for SEO
How SEO Works
SEO & Radio
Radio Stations Best
Practices
Q&A
5 Selling SEO
Partnering with Boostability
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What is SEO?
SEO is the work that goes into your
website to show the search engines that
you are the best answer when someone
searches for your product and services.
a
YOU1.
2.
3.
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What is SEO?
It is the process of making your
website and business as visible
and prominent as possible in a
search engine’s results.
LOCAL/M
APS
PAID
ADS
ORGANIC
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Why Should Every Marketing Campaign
Include SEO?
DEMAND FOR SEO
Purchases begin with search. Prospective
buyers search online for helpful product
information,
price comparisons, and trustworthy reviews.
- Adweek.com
Of Consumers Search
Online Before Buying81%
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Did You Know?
DEMAND FOR SEO
Google processes over 40,000 search
queries every second. Statistics show
3.5 to 4.7 billion searches per day.
- Searchengineland.com
Of Clicks
Are Organic
Searchers skip advertisements and
click on organic search results to
find what they’re looking for.
– Moz.com
40,000
84%
Google Searches
per second
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Your Website
Source Code Content
Credibility
Authority
TRUSTSEO
The Process of Search Engine Optimization
HOW SEO WORKS
RELEVANCE
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How Do Trust and Authority Work?
HOW SEO WORKS
INDUSTRY-SPECIFIC
LINKS
Google penalizes
unnatural link
behavior.
DEDICATED
CONTENT TEAM
Homegrown content.
BLOGS
Extensive publisher portfolio.
Time is spent writing and
posting, not looking.
ALGORITHM-FRIENDLY
CONTENT
No cutting corners. Unique,
relevant content only.
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SEO Tactics and Strategy
HOW SEO WORKS
Service &
Performance
Reporting
Website Optimization
Initial
Campaign
Setup
Custom
Content
Creation
Ongoing SEO
ConsultationLink Portfolio
Development Business Profile
Development
Keyword
Optimization
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Stats
57% of listeners go
online after hearing
something on the
radio
39% of listeners say
that radio spots
prompt an online
search
20% are online
while listening to
the radio
57% 39% 20%
Radio Advertising Bureau 2014
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Why SEO & Radio?
SEO & RADIO
o All things lead to search
o Optimized websites lead to better Radio results
o Radio ads can improve SEO rankings
o Ads generate traffic, traffic-to-site is a ranking factor
o Creates long-term perspective and approach
o Recurring revenue stream
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Why Sell SEO
SELLING SEO
o Radio becomes more successful when bundled with SEO
o SEO can be offered to past and current clients
o You gain a competitive advantage because you offer more
comprehensive marketing services
o SEO does not cannibalize your core offering
o SEO can be offered as a “stand alone” product if someone is
not interested in radio
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It’s Already Working
SELLING SEO
As you might imagine, selling
newspaper ad space or Yellow
Page
ads is no easy task in today’s digital
age.
That’s why these types of
companies are already bundling our
SEO services with their current
offerings to increase sales and
customer retention.
The results have been tremendous.
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What Do YP, Newspaper, TV & Radio
Have In Common?
SELLING SEO
o Existing Relationships With Business Owners
o Existing Brand
o Existing Sales Force
o Declining Demand For Their Services
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Incorporating SEO For Better
Radio Experience
RADIO STATION BEST PRACTICES
Will the radio ad drive traffic to
their website?
Incorporate new or existing
keywords in radio ad
Optimize landing page for
keywords
Do they have a web page that
ranks? For what keywords?
Optimize for mobile
Monitor traffic and rankings
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Case Study
RADIO STATIONS BEST PRACTICES
Keys to Success
o Created separate digital brand
o Created new digital marketing department
o Provided introductory training (marketing messaging, SEO
training, discovery training) to all stations
o Added digital sales experts to staff to handle all sales
o Launched in one market then rolled out to additional markets
o Stations choose to adopt and are still adopting
Generated $30,000 in revenue first 2 months
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Keys to Selling SEO Successfully
RADIO STATIONS BEST PRACTICES
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3 COMMITMENT
DIGITAL SALES EXPERIENCE
Keys to Success
SEPARATE DIGITAL DEPARTMENT
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Why Partner With Boostability
PARTNER WITH BOOSTABILITY
o Reclaim substantial local ad dollars that have been lost to
online marketing
o Incur no increase in workload or expense
o You are adding a turnkey digital service that your customers are
already looking for
o Apply most of this new revenue straight to your bottom line
o Improve results for your existing radio advertisers
o Attract new advertisers
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Integration Is Easy
PARTNER WITH BOOSTABILITY
o We do all the work, you get all the credit
o We can white-label everything
o You are adding a turnkey digital service that your customers are
already looking for
o We provide marketing, training, and sales support
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Overcoming Biggest Partner Hurdle
PARTNER WITH BOOSTABILITY
o One of the biggest problems partners face is how to sell SEO
o Explaining how search engines work can be confusing
o You can conference us in and we walk the customer through how
it works, what it is, and which program is right for them
It’s all we do and we’re very good at it!
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What is Sales Support?
PARTNER WITH BOOSTABILITY
Team of experts dedicated to helping
businesses build their online
presence
Sales support was created to help partners sell more SEO
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Our Technology
PARTNER WITH BOOSTABILITY
Launchpad Technology
Partner Customer
SEO Campaign Operations
Global
Reporting
ProductsCustomer
Managemen
t
Sales Tool API
Integration
Progress
Reports
UI Analytics Transparenc
y
Social
Bookmarking
Local &
Biz Profiles
Directories Onsite
Ops
Blogs
& Articles
Tickets FulfillmentAccount
Management
Sales Writers
Domain.net
QALink
Building
Keyword
Link
Building
People will do research online before they buy. Think about the last time you purchased something. Did you do any online research first? What did you look for? Having a strong organic presence gives your customers an opportunity to be found when someone is actually looking for their product or service!
There are over 40,000 searches on Google every second! If you have a viable product and a decent price, someone is going to be looking for it online. Don’t forget that 84% of Google users skip over the sponsored listing and go straight to the organic results! Ranking organically will give your customers the greatest chance of getting more leads!
There are two major factors that Google looks at when trying to decide who the best answer is. Relevance has everything to do with your customers website. Trust is measured by the number of OTHER websites that talk about or link back to your customers website! Most relevant and most trusted source = best answer and first page rankings. Ranking on the first page means more customers!
Building Trust is the hardest part of SEO. Our approach is to go build industry specific links that are content driven! Our goal is to show the search engines that your customer is an authority in their field. Memorize this line: Trust is measured and established by the number of other websites that link back to your customers websites. Google want to see that you not only have great content, but that other people value your content!
Links are like recommendations, it matters who’s giving it and what they say!
Our process is effective, it works, and is Google friendly!
Setting the proper expectations with a customer is imperative to ensuring they have a positive experience with the product. If they are expecting to be on the 1st page after a month, we’ll never be able to deliver and the chances of the customer cancelling the product rises dramatically.
57% of listeners go online after hearing something on the radio
39% of listeners say that radio spots prompt an online search
20% are online while listening to the radio