Zero in on Customers Who Matter Most to Your Business

Adsolutions.yp.com/PracticalMarketing#practicalmarketing

Practical Marketing Education SeriesLesson 3: Zero in on Customers Who Matter the Most

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.All other marks contained herein are the property of their respective owners.


YP• North America’s largest local search, media and

advertising company.

• Our mission is to help local businesses and communities grow.

• We generate 40 billion annual impressions on the YP Local Ad network and have 3,000 marketing consultants helping over 600,000 businesses get, and keep, customers.

Practical Marketing | Meet your Presenters


Tina Stock | Executive Director, Marketing

An entrepreneurial marketing executive with over 10 years experience in product marketing, social media marketing, content marketing, communications strategy, display advertising and search engine marketing. Tina blogs about marketing at tinastock.com , and you can follow her on Twitter @tinadstock.


Practical Marketing | Meet your Presenters

Ben Tyson |

Nearly a decade in Online industry with companies including Google and Hearst Media. Joined Google in 2013 to focus on training for Strategic Partnerships for Small-Medium Business/ Local Channel.

Google


“Focus on the user and all else will follow.”Hundreds of thousands of advertisers worldwide use AdWords to promote their products; hundreds of thousands of publishers take advantage of our AdSense program to deliver ads relevant to their site content.


Part 3:Zero in on Customers Who Matter the Most#practicalmarketing


Practical Marketing Means Knowing the Best Practices for Finding your Ideal Customer


Webinar 2Webinar3 Webinar 4

INSIGHTS INTO:

• Search Engine

Marketing

• Email and DirectMail Marketing

• Display Advertising

http://www.valpak.com/media/2013-small-business-ad-spending.jsp

http://www.valpak.com/media/2013-small-business-ad-spending.jsp


Search Engine Marketing

6

Search Engine Marketing: your web listing to SearchersGoogle, Bing & Yahoo! – 90% of searchBest Practices for SEM:

Keywords

Text Ads

Landing Pages

Plumber, Sink, Toilet, New York


There are billions of searches each day on Google. 16% of the searches we see are

new.

People are Constantly Looking for New Information Online


PEW [D680]

eMarketer, July 2011

And They are Looking Everyday…


eMarketer: Data is from a December 2011 study from DAC Group conducted by Kantar Media. 3,000 US internet users and 2,000 internet users in Canada were surveyed online in October 2011.

Search Influences Buying Decisions

71% of

Consumers in

2011 relied on

Search Engines

for information

regarding a

purchase decision.


Being Online Matters

40%of consumers say they will not buy a product or service if they can’t find the right info about it online.

© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.All other marks contained herein are the property of their respective owners. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.All other marks contained herein are the property of their respective owners.


Source: Yahoo! and comScore Study Finds Online Consumers Who Pre-Shop on the Web Spend More In-Store. July 2007.

Search Drives Offline Sales

89%of consumers research products online

93%of sales occur offline


Consumers Increasingly Turn to Digital

Source: Yankee Group, "2009 Advertising Forecast Update: Less TV, More Internet," provided to eMarketer, April 14, 2010

36%

28%

12%

11%5%5%

36%

28%

12%

11%5%5%3% Reading

GamingLandline phoneMobile phoneMusic and radioTV and video

3%

36%

Google Confidential and Proprietary


Consumers

spend 36%

of time online –

More than

with any

other media format.


People look at their phones 150 times per day41% of Super Bowl searches came

from mobileOnly 1 in 4 people are able to recall TV ads unassisted

.



All Day and Across All Devices

Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.

3 devices allow for constant connectivity in the evenings and weekends

1 1 2 3 4 5 6 7 8 9 1 1 1 1 2 3 4 5 6 7 8 9 1 1

Day EveningMorningNight

Hourly Distribution of Searches by Platform(doesn’t reflect absolute traffic volume)


Sources: 2010 Compete Online Shopper Intelligence Study, March 2010 BIA/Kelsey consumer tracking study, 2010 Deloitte LLP Survey

94% of consumers research products online before buying

75% search before or during a shopping trip

97% use online media when researching products or services locally

Shopping Starts Online

Customers Rely on Online

Sources for Local Info

Online Shopping

Continues in Store

Your Customers Are Already Online


Increase in Devices, Increase in Queries

Sources: Query growth - Google internal data 2011; Tablet forecast - Forrester 2010

Apple iPad1

by the end of 2015

one third of online Americans will own a tablet

mobile searches have grown

5x in the past 2 years


Local Categories Growing 2x in Last YearIn

dex

ed Q

ue

ry G

row

th

0.6

0.8

1

1.2

1.4

1.6

1.8

2

2.2

2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2 2012 Q3

Search Growth by Vertical Category

Apartments Cleaning (Maid) Services General Contractors Plumbing

Up to 2x growth in last

2 yrs

Sources: Query growth - Google internal data 2011; Tablet forecast - Forrester 2010 Source: Google Internal Data


Cleaning Services – 134% YTD YoY% Growth in Mobile Devices

Source: Google Internal Query Data

Search traffic, mobile (including tablets) and desktop

2010 Q1

2010 Q2

2010 Q3

2010 Q4

2011 Q1

2011 Q2

2011 Q3

2011 Q4

2012 Q1

2012 Q2

2012 Q3

2

4

6

8

Computers All mobile devices

Indexed


So How Do You

WIN Today’s Buyer?

#practicalmarketing


• Already discussed(if you missed it, get the details from webinars #1 & #2 at www.adsolutions.yp.com/practicalmarketing):

– Business listings/online directories– Website

Major Components to Targeting Customers

Get Online

http://www.adsolutions.yp.com/practicalmarketing


Then What

?


Three Major Components to SEM

Help People Searching to Find You & Take

Action• Keywords• Text Ads• Landing Pages


Best Practices: Search Engine Marketing

23

• Consider your business type, products or services and the problem your customer needs to solve

• Including geographic-specific terms in your keywords can help

Keywords



Text Ads:

Experiment



Landing Pages:Include call to action

96% of people visit a

website and leave without

completing the actions

marketers want them to

take.

Source: http://www.webpronews.com/topnews/2010/11/22/how-and-why-remarketing-can-gain-back-lost-customers; Understanding Shopping Cart Abandonment, Forrester Research, May 20, 2010



No easy answer.

ClickZ/Industry

trends:

Search: 1-7% for

non-brand & 3%+

for brand –

optimize anything

lower than 1%

Display: 0.03%+ -

optimize anything

lower


NUMBERS:

What tells you it’s

a good click thru

rate?


Search Engine Marketing

Best Practices for SEM • Keywords: consider your business type, products

or services and the problem your customer needs to solve

• Text Ads: experiment • Landing Pages: include call to action

27

• Download our SEM

guide at:

Adsolutions.yp.co

m/practical

marketing

• If you are

interested in SEM

but feel like this is

something you

prefer not to

manage on your

own, go to:

adsolutions.yp.co

m, click on

“Request

Information” and

get some friendly

YP expert help


3 Principles of Direct Marketing

Custom messages

Include a "call to action”

Lead to track-able results


More about Direct Marketing…

What’s right for you?• What are your goals?

– New customers, upsell customers, keep customers

• Who is your ideal customer?• What “action” (lead) is valuable for your

business? Conversions.– Traffic to your website?– Phone calls?– Coupon redemptions?


• Direct Marketing

for small biz:

• Email/direct

mail

• Banner ads


Email Marketing

http://go-digital.net/blog/tag/comparing-costs-of-marketing-tactics/

ROI = Revenue/Spend

Email list required

Purchased/rented lists are often low

quality

The UpsideThe Downside


Email Marketing – “Conversions” & What to Expect

Contact takes action:opens email

OpportunityContact

Subject Line Email Landing Page

Contact takes action:clicks to webpage, calls

Contact takes action: prints offer, signs-up, calls

Becomes:


Direct Mail

Address lists are easy to buy


Expensive


Direct Mail – “Conversions” & What to Expect

OpportunityContact

Direct Mail Piece

Contact takes action:visits website, calls, visits store

Becomes:



No list required. New targeting

capabilities

Banner Ads

Need meaningful “action” or the

opportunity is lost


Banner Ads


Banner Advertising – “Conversions” & What to Expect

Anonymous actionclicks ad

Opportunity“Ideal Customer” Contact

Ad Landing Page

Anonymous actionregisters, calls, prints coupon

Becomes:


Search, Email, Direct Mail and Display: Integrated Program

Summary of Part 3: Zero in on Customers Who Matter MostSometimes you need to find customers, instead of waiting for them to find you. When you do, here are some of the most practical ways to connect with these customers:

– Search Engine Marketing– Direct Mail / Email Marketing– Display Advertising

• Visit adsolutions.yp.com/practicalmarketing for your “Do it now” worksheet on SEM & your “Understanding Direct Marketing” guide

• Share your thoughts socially #practicalmarketing• Learn More! Sign up for our FREE monthly

Practical Marketing newsletter at…

http://adsolutions.yp.com/small-business-marketing-center • More advanced learning available at…

http://www.onlinemarketinginstitute.org/YP

• Have a website

that can be

found on search engines

and converts

visitors to customer

• Put your business listing

on the Big 5

• Use SEM, Direct/Mail,

Email and Display Advertising to

get the customers who

matter most

http://adsolutions.yp.com/small-business-marketing-center

http://www.onlinemarketinginstitute.org/YP


Part 1: The heart of Practical Marketing

Part 2: Get customers to know you and hear your message

Part 3: Zero in on customers who matter most to your business

Sally Falkow, Digital Media Strategist, Meritus Media

Part 4: Turn your customers into fans and cheerleaders for

your business

Part 5: Do it again. Learn what works best to connect you with your customers

Thank you!Catch up on what you missed &/or sign up for the rest of the YP Practical Marketing Series


Adsolutions.yp.com/practicalmarketingBe Sure to REGISTER for the 4th in the SeriesOctober 24, 11:00 am, pst – learn Social Media with

To Do List:

Do it Now Worksheet:

• Key Words

• Text Ads• Landing Pages

Email, Dmail and

Banner Worksheet:

• Define your

goals• Find examples

• Start an email/dmail

list

Advanced training:

http://www.onlinemarketinginstitute.org/yp

http://www.onlinemarketinginstitute.org/yp

Small Business & Entrepreneurship

Zero in on Customers Who Matter Most to Your Business