LSA Member Innovation in Local: Search Influence
July 16, 2014 | Contributed by: Joe Morsello
This week we hear from Search Influence, a national, full-service, online marketing company based in New Orleans. Search Influence serves local and small / medium size businesses with SEO, Online Advertising, Social Media and Social Ads, both directly and as a white-label provider for media companies and resellers.
We caught up with Will Scott, CEO and co-founder of Search Influence, to learn more:
What local problem(s) does Search Influence solve? How?
On some level, we’re like the Yellow Pages of old. We make “phones ring and doors swing” (and email go ding). Regardless of the medium, our job as local marketers and media companies is to connect buyers and sellers.
For our partners in the media, we give them products their advertisers want without the cost of building their own team.
What makes Search Influence innovative?
We devote significant R&D and software development to the challenge of scaling content-based SEO and Social Media. Before most of the industry was talking about “content marketing” we were driving buying traffic by producing hundreds of thousands of pages of copy for online distribution.
Our philosophy is that software should end where human intelligence is needed. At search influence we develop scalable systems powered by experts.
How does Search Influence make the local space better for advertisers and/or consumers?
It’s hard to be a local advertiser today. Between keeping your doors open, your employees happy and your online presence humming there’s barely enough time to sleep and eat.
In a recent BIA/Kelsey Local Commerce Monitor, the data showed some local advertisers are active in 7 or more online channels. That could be a full-time job.
We help those advertisers tell their story. On their website, in social media, throughout the local search ecosystem, we provide buyers with the information to confidently select a provider.
What is next in local?
Content is going farther and having more impact on media company revenues. As native advertising has evolved this year from a buzzword to a tangible revenue stream for our partners, we are working with media companies to develop quality native advertising content at scale. We handle everything from telling the advertiser story in text, image and video to finding channels for distribution online and extending their reach in social media.
Tags: blogging, E-mail marketing campaigns, Infographics, innovation, Journalistic editorial content, Local Search, Local Search Association, Neighborhood / community guides, Newsletters, online marketing, Optimized business descriptions, Press releases, Search Influence, Social media posts, Sponsored editorial content, Vertical guides, Video, Website content, White papers