Building a Successful Local Digital Marketing Strategy in San Francisco
Jeff Biesman & Ben TysonMarch 6th, 2016
Intro
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.
Intro
3
4
Susana Zialcita11 years in digital marketing
Joined Google in 2015 to focus on bringing online advertising to small-to-medium businesses. Prior to Google, worked at Disney and received an MBA from UCLA.
Background
Intro
5
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
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%
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.
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 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
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 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
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 expectatio
nsfor 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
The Bay Area consumer – local business digital divide
1
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.
The Bay Area consumer – local business digital divide
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.
The Bay Area consumer – local business digital divide
3
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.
The Bay Area consumer – local business digital divide
4
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.
Here’s where you need to start
1 2 3
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.
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 , 2015 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
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.
How to manage effectively at scale?
Search
Video
Mobile
Offers
Local
SiteDisplay
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.
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• 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 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
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+
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.
Thank you
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