LSA Bootcamp Portland: Building a Successful Digital Marketing Strategy

Building a Successful Local Digital Marketing Strategy in Portland

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.

Jeff Biesman & Ben TysonNovember 1st, 2015

Intro

Background

2

Background

Ben Tyson10 years in digital marketing

Joined Google in 2013 to focus on training for Strategic Partnerships for Small-Medium Business/Local Channel.

3

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.

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


Where Do You Start



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



Agenda

Where Do You Start





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 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 tickets11:36am

On 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

They are habitual



Micro-moments

7:15am Find open coffee bar

7:53am Watch how-to fix bathroom video8:59am Directions to Home Depot

10:07am Read about best running shoes1:23pm 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 expectatio

nsfor relevance and for frictionless experiences

Unscripted decisionsMore loyalty to the

need in the moment vs. a brand


Agenda




Where Do You Start


Portland’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


Agenda



Where Do You Start



How to manage effectively at scale?

Search

Video

Mobile

Offers

Local

SiteDisplay

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 for lack of engagement, 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 Display4.4%

Classified/ Verticals

42.6%

2015 Ad Spending Share by MediaTotal: $23.52 Billion

2019 Ad Spending Share by MediaTotal: $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