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Building a Successful Local Digital Marketing Strategy in Denver
Jeff Biesman & Tyler JohanssonMay 18th, 2016
LSA Digital Marketing Boot Camp
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YP Proprietary Information: ©2016 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.
Jeff Biesman22 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.
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YP Proprietary Information: ©2016 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.
Tyler JohanssonTyler joined Google in 2006.
He oversees relationships with premier advertising partners who specialize in serving the small and medium business owners.
Holds an MBA from the University of Michigan, and a BA in English and Philosophy from the University of Colorado.
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1954: Roger Bannister and the 4-Minute Mile
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Local Marketing 20 Years Ago
YP Proprietary Information: ©2016 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.
The Good ‘Ol Days…
Yellow Pages
Direct Mail
TV or Radio
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Today’s digital landscape can make your head EXPLODE!
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Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014
YP Proprietary Information: ©2016 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.
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1987
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1989
YP Proprietary Information: ©2016 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.
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1998
YP Proprietary Information: ©2016 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.
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YP Proprietary Information: ©2016 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 is ProlificThink about it like this…
Just about everyone now has a PC and internet access in the palm of their hands
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YP Proprietary Information: ©2016 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.
We Are Heavily Tethered to an Internet of ThingsNearly one out of three local consumers
use two or more devices, according to research by International Data Corporation (IDC) on behalf of YP
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Buy festival tote for Coachella next weekend11:15pm
On the bus, read about Coachella lineup8:42am
Use flashlight app to find dropped earring11:09pm
At bus stop, listen to new music playlist 8:30am
At work, book Coachella tickets11:36amOn bus, check email
for sales this weekend5:29pm
Browse festival styles on YouTube7:15pm
Wake up and check today’s weather6:50am
At lunch, play Scrabble while waiting in line1:33pm
Use maps to get directions to Creole food truck 1:13pm150X
per day
We are Habitual
YP Proprietary Information: ©2016 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.
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YP Proprietary Information: ©2016 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.
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Being “Ubiquitously Local” Matters
YP Proprietary Information: ©2016 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.
146%
*Increase in “near me” searches
88%
*Of all near me searches
48%
***Nearly half start their local search outside a general
search engine
*Source - https://www.thinkwithgoogle.com/articles/build-your-mobile-centric-search-strategy.html**Sourc e – https://www.thinkwithgoogle.com/articles/build-your-mobile-centric-search-strategy.html***Source – YP/IDC research
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Local businesses are way behind
YP Proprietary Information: ©2016 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.
77%
*Don’t have a web site
48%
*Of those that do, about 48% don’t have a mobile
friendly web site
83%
*Don’t have video
**Nearly half of all businesses have inaccurate or incomplete listing data (name, address, phone, business hours, etc.)
*Source - YP/Buzzboard quantitative study**Source - 2012 Yext research
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How are consumers reacting to this?
YP Proprietary Information: ©2016 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.
86%
*Of consumers bounce from a
non-mobile friendly site directly to a
competitor
57%
*Of users say they will not recommend a
business with a poorly designed
mobile site
*Source – 2014 Google research
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How are the digital power brokers responding?
• This could be impacting your organic search – SEO down
• Your ability to be found – common listing errors
• And the amount of $$ you are spending on SEM – quality scores decline and media costs go up
YP Proprietary Information: ©2016 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 continues to change its algorithm to penalize non mobile friendly web sites and businesses with inconsistent online listings.
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What can you do? Start by fixing your online presence
YP Proprietary Information: ©2016 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.
“Presence” is your foundation – You wouldn’t build a house on a shaky foundation, yet many businesses market with a weak presence
Solutions…• Listing Management • Website optimization• Video
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Grow Your Business: Marketing and Advertising
YP Proprietary Information: ©2016 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.
Once your foundation is built and stable, start actively marketing your business…
Solutions…• Search Engine Marketing• Mobile Display Ads• Direct Marketing campaigns
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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
Display300 x 250
Social
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Managing Success
YP Proprietary Information: ©2016 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.
Two Basic Models:
1.DIY
-OR-
2. DIFM / DIWM
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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 like YP help local businesses address the marketing challenge by providing expertise, insights and scale
What SMBs Want :• Human interaction• Simple ad product• Clear value proposition for online fund shift• Advertising solutions customers want• B rand, quality, reach and results• Experts in search and digital advertising solutions• End to end solution covering all online marketing channels
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How Much Do I Need Invest?
YP Proprietary Information: ©2016 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.
Every situation is different…
Considerations:1. Customer and/or Revenue Goals2. Category3. Geography4. Level of competition
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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 SEM Investment Model – Basic Example
Getting Started
Growing Your Business
At Scale
$300 - $500 Up to $9,999 $10,000+
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YP Proprietary Information: ©2016 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.
Thank you