Search Influence CEO: Small Businesses Can Attract Customers with Content Marketing

April 13, 2015

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Will Scott, CEO and co-founder of Search Influence, the largest online marketing company on the Gulf Coast, will share some top strategies for local businesses (and the online marketers who love them) to harness the power of content marketing to attract customers. As a featured speaker at the 2015 Association of Directory Publishers Annual Conventions and Partners Trade Show, Scott will share his tips during a session Tuesday, April 14 at 1:30 p.m. The conference, hosted by an international trade association serving the online directory industry, is held in in Orlando, Fla.

The full agenda is available online.

“Small businesses today must make their online content ‘sticky.’ There is so much content on the Internet and only so many connected hours in the day,” Scott said. He has been helping small businesses succeed online since 1994, and now leads nearly 100 professionals at Search Influence who put results first and help businesses successfully market online.

In order to create content that will engage new and current customers alike, Scott will detail real-world strategies every small business can use, including:

• Focus on what people want to know: Produce online content—whether for a website or for social media channels like Facebook—that communicates what people want to know, from answering real questions and providing product information before a purchase to communicating the latest news and entertainment. This doesn’t just apply to text: Small businesses can use images, infographics and videos, too.
• Get that knowledge to the people: Sharing content begins by posting it online to social media sites, a business website or even a corporate or business blog. In fact, 82 percent of marketers who blog daily gained customers using their blog, according to HubSpot.
• Pay to Play: “Sorry, it’s not all available for free in a content-littered world,” Scott said. “With so much great content flowing online, it can be a struggle to get noticed.” Pay-to-play is a hard reality when sharing content on social media platforms like Facebook. Your fans on social media aren’t really yours, and the network decides what they’ll see. Scott will discuss how small businesses can make sure good content reaches the people who are interested—all on a budget of $100 or less for a promoted post.

The Association of Directory Publishers—serving an industry that mainly focuses on providers of Yellow Pages content—strives to highlight the features, benefits and effectiveness of print and online business directories.

About Search Influence

Search Influence is a national, full-service online marketing company based in New Orleans, La. The only New Orleans firm on the 2011 Inc. 500 list of America’s fastest-growing private companies, Search Influence is the largest online marketing company on the Gulf Coast. It has hundreds of direct and partner customers, including local merchants and clients in the law, plastic surgery, cosmetic dentistry and dermatology industries as well as publishers and Yellow Pages companies who provide SEO and other online marketing products for their advertisers.