LSA Bootcamp Atlanta: Building a Successful Digital Marketing Strategy (Google, YP)

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



Agenda

The Digital Challenge

Understanding Today’s

Customer

Where Do You Start

DIY vs.

Provider/Investment



Agenda


Customer

Where Do You Start

DIY vs.

Provider/Investment


Online marketing can be confusing. YP helps you cut through the clutter & makes marketing easy.





Agenda

Where Do You Start

DIY vs.

Provider/Investment



Customer



Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014



1987



1989



1998

2005

2013



20%

increase in mobile's share of online sessions

29%

increase in mobile conversion rates

18%

decrease in time spent per visit



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



Mobile users exhibit strong buying intent

have searched for local information

of these people act within 24 hours

90%

97%



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



Mobile users respond to advertising



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





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



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



Agenda

DIY vs.

Provider/Investment



Customer

Where Do You Start



Atlanta’s consumer – SMB digital divide



Here’s where you need to start

1 2 3



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



Search Engine Marketing (SEM) delivers ROI



And when you’re ready to expand



Agenda



Customer

Where Do You Start

DIY vs. Provider/Investment



How to manage effectively at scale?

Search

Video

Mobile

Offers

Local

Site

Display

300 x 250

Social



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

Google

▪ 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



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



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



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+



Thank you



Appendix

Guidelines for Representing Your Business on Google

https://support.google.com/business/answer/3038177?hl=en

https://support.google.com/business/answer/3038177?hl=en