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Building a Successful Local Digital Marketing Strategy in Atlanta
YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All
other marks contained herein are the property of their respective owners.
Sheldon Bernstein & Jeff Biesman
August 30th, 2015
Intro
Background
Sheldon Bernstein
Head of Sales Enablement: Established Media,
Acceleration, and Canada. Joined Google in 2014 to
focus on coaching/learning strategy of Strategic Partners
serving the Small-Medium Business/Local Channel.
2
3
Jeff Biesman
22 years of total marketing experience.
Former President & CMO in small business
ecommerce verticals. Joined YP in 2014
as Vice President of Marketing for the local
business channel.
Background
Intro
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
1954: Roger Bannister and the 4-Minute Mile
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
Agenda
The Digital Challenge
Understanding Today’s
Customer
Where Do You Start
DIY vs.
Provider/Investment
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
Agenda
Understanding Today’s
Customer
Where Do You Start
DIY vs.
Provider/Investment
The Digital Challenge
Online marketing can be confusing. YP helps you cut through the clutter & makes marketing easy.
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
Agenda
Where Do You Start
DIY vs.
Provider/Investment
The Digital Challenge
Understanding Today’s
Customer
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
1987
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
1989
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
1998
2005
2013
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
20%
increase in mobile's share of online sessions
29%
increase in mobile conversion rates
18%
decrease in time spent per visit
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
I-WANT-TO-GOMOMENTS
of mobile users turn to a search engine when looking for a local
business
increase in“near-me” search interest
82%
2x
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
Mobile users exhibit strong buying intent
have searched for local information
of these people act within 24 hours
90%
97%
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affiliated companies. All other marks contained herein are the property of their respective owners.
In fact…
• 56% of mobile searchers call a business
• 54% of mobile searchers make a purchase
• 51% of mobile searchers visit a store
• 59% of mobile searchers visit a retailer website
• 59% of mobile searchers share information
• 61% of mobile searchers continue researching
Source: Google/Nielsen Life360 Mobile Search Moments, Q4 2012.
The Mobile Power Hour: Within 60 minutes of searching
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
Mobile users respond to advertising
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
Buy festival tote
for Coachella
next weekend
11:15pm
On the bus,
read about
Coachella lineup
8:42am
Use flashlight app to
find dropped earring
11:09pm
At bus stop, listen
to new music
playlist
8:30am At work, book
Coachella tickets
11:36amOn bus, check email
for sales this
weekend
5:29pm
Browse festival
styles on
YouTube
7:15pm
Wake up and
check today’s
weather
6:50am
At lunch, play
Scrabble while
waiting in line
1:33pm
Use maps to get
directions to
Creole food truck
1:13pm
150Xper day
They are habitual
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
Micro-moments
7:15am Find open coffee bar
7:53am Watch how-to fix bathroom
video
8:59am Directions to Home Depot
10:07am Read about best running
shoes
1:23pm Watch video on marathon
5:38pm Look up flights to
Stockholm
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
Micro-moments have changed the consumer journey
Immediacy
of actionActing on any stimulus,
whenever we’re
motivated to
High
expectationsfor relevance and for
frictionless experiences
Unscripted
decisionsMore loyalty to the
need in the moment vs. a
brand
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
Agenda
DIY vs.
Provider/Investment
The Digital Challenge
Understanding Today’s
Customer
Where Do You Start
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
Atlanta’s consumer – SMB digital divide
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affiliated companies. All other marks contained herein are the property of their respective owners.
Here’s where you need to start
1 2 3
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affiliated companies. All other marks contained herein are the property of their respective owners.
A mobile responsive site will support your success
57% of users say they will not
recommend a business with a poorly
designed mobile site 1
57% Beginning April 21st, Google changed their
algorithm to expand their use of mobile-
friendliness as a ranking signal in mobile
search results 2
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
Search Engine Marketing (SEM) delivers ROI
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affiliated companies. All other marks contained herein are the property of their respective owners.
And when you’re ready to expand
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affiliated companies. All other marks contained herein are the property of their respective owners.
Agenda
The Digital Challenge
Understanding Today’s
Customer
Where Do You Start
DIY vs. Provider/Investment
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
How to manage effectively at scale?
Search
Video
Mobile
Offers
Local
Site
Display
300 x 250
Social
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
Google channel sales team
Requires proven performance at the highest level
Gannett: 1 of 21 Google Premier SMB Partners
Benefits include:
▪ Dedicated account management by
▪ Ability to beta test new products and
features
▪ In-depth data and analytics provided
by Google
YP.com: 1 of 26 USA Google Premier SMB Partners
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
Why are partners the way to go?
Partners help SMBs for many reasons including confusion and lack of time.
What SMBs Want:• Human interaction
• Simple ad product
• Clear value proposition for online fund shift
• Advertising solutions customers want
• Brand, quality, reach and results
• Experts in search and digital advertising solutions
• End to end solution covering all online marketing channels
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
Where should I invest online?
Search31.5%
Video Display12.6%
Other Display
9.3%
Classified/ Verticals
46.6%
Search28.5%
Video Display24.5%
Other Display
4.4%
Classified/ Verticals
42.6%
2015 Ad Spending Share by Media
Total: $23.52 Billion
2019 Ad Spending Share by Media
Total: $30.11 Billion
Source: 2015 BIA Kelsey Research
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
How much should I spend? – The case for search engine marketing
Getting
Started
Growing
Your
Business
At Scale
$300 - $500 Up to $9,999 $10,000+
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affiliated companies. All other marks contained herein are the property of their respective owners.
Thank you
YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP
affiliated companies. All other marks contained herein are the property of their respective owners.
Appendix
Guidelines for Representing Your Business on Google
https://support.google.com/business/answer/3038177?hl=en