lsa bootcamp detroit: elements of a successful digital marketing strategy (yp)

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Building a Successful Local Digital Marketing Strategy in Detroit

Jeff Biesman & Anna YumJune 1st, 2016

LSA Digital Marketing Boot Camp


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.


Anna Yum

Over 15 years of combined brand, digital and direct marketing experience.

Joined YP in 2013 and currently oversees integrated digital and direct marketing programs.

Growing up supporting her family’s small business, she is passionate about serving her local community.

1954: Roger Bannister and the 4-Minute Mile

Local Marketing 20 Years Ago


The Good ‘Ol Days…

Yellow Pages

Direct Mail

TV or Radio

Today’s digital landscape can make your head EXPLODE!


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


1987


1989


1998



Mobile is ProlificThink about it like this…

Just about everyone now has a PC and internet access in the palm of their hands


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

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


Being “Ubiquitously Local” Matters


146%

*Increase in “near me” searches

88%

*Of all near me searches are mobile

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

https://www.thinkwithgoogle.com/articles/build-your-mobile-centric-search-strategy.html

https://www.thinkwithgoogle.com/articles/build-your-mobile-centric-search-strategy.html

Local businesses are way behind


73%

*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

How are consumers reacting to this?


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

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


Google continues to change its algorithm to penalize non mobile friendly web sites and businesses with inconsistent online listings.


“Presence” is your FOUNDATION…You wouldn’t build a house on a shaky foundation. Yet, many businesses

market with a weak online presence

What can you do? Start by fixing your online presence

Your Web Site

Search Engines

Social Media

Ratings & Reviews

Sites

Directories

Presence Solutions


1. Listings Management 2. Mobile Friendly Web Sites3. Video Content

Grow Your Business: Digital Marketing


Once your foundation is built and stable, start actively marketing your business with the following framework…

Awareness

Interest

Purchase

Brand Building

Reaching A Targeted Audience

Mobile DisplayDirect Mail & Email

Social Ads

Display Ads

Ready to Buy / ZMOT

Search Engine Marketing


How to manage effectively at scale?

Search Engine Marketing

Video Content

Mobile

Offers

Local Ads

Web siteDisplay

300 x 250

Social / Social Ads

Managing Success


Two Basic Models:

1.DIY

-OR-

2. DIFM / DIWM


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

How Much Do I Need Invest?


Every situation is different…

Considerations:1. Customer and/or Revenue Goals2. Category3. Geography4. Level of competition


YP SEM Investment Model – Basic Example

Getting Started

Growing Your Business

At Scale

$300 - $500 Up to $9,999 $10,000+


Thank you

lsa bootcamp detroit: elements of a successful digital marketing strategy (yp)

Small Business & Entrepreneurship