The Secrets toCrafting a Digital Footprint

Housekeeping

• Make sure your sound is on

• Live event tweet @YPforbusiness

• How to submit questions

• The webinar will be available on-demand at www.marketingsolutions.yp.com/webinars

©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 Former President and CMO in small business e-commerce verticals. Jeff has over 22 years of total marketing experience, including start-ups, financial services, entertainment and consumer goods. In 2014 Jeff became the VP of Customer Marketing for YP.

Steven D. Strauss Steve Strauss is the senior USATODAY small business columnist and a regular contributor to The Huffington Post, ABC News, Yahoo!, and many other outlets. He is a best-selling author of 17 books, including The Small Business Bible and is also an attorney who regularly speaks around the country and the world about small business strategies and global trends in business. His latest venture is Web startup, TheSelfEmployed.com.

Introductions

©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 YP℠ Legacy

• For over 130 years, YP has helped local businesses grow

• YP is the largest marketing agency for small business owners in North America

• We have assisted over 500,000 SMBs with their digital marketing solutions

©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.

What Does This Number Represent?

©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

Customer Engagement and the Digital Footprint Creation Process

There is strong link between customer engagement and critical business metrics!

Fully engaged customers are more loyal and profitable than average customers:

• Fully engaged customers represent, on average, 23% premium in terms of share

of wallet, profitability, revenue and relationship growth

• Fully engaged customers visit their preferred retailer 44% more often

Source: Gallup State of the American Consumer Report, June 2014

©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.

Your Online Presence Matters

Source: comScore, US, CPG study, October 2007. Jupiter Research/Ipsos Insight Consumer Survey,

n=2.103 (Search Engine users US only), Jan 2014

71% of consumers expectthe leading brands to be atthe top of the page

36% associate placementto a company’s prominence36% 71%

©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.

Searchers rely on mobile devices

Cross Device Search Behavior

98% 90% Move between devicesthat same day

Source: “The New Multi-screen World: Understanding Cross-Platform Consumer Behavior,” Google, 2012

Use multiple screenssequentially to accomplisha task over time

©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 Searchers Take Action

• 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 Power Hour: Within 60 minutes of searching

©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 Sitewill Support Your SMB Success

57% of users say they will not recommend a business with a poorly designed mobile site 1

57%

Source:1 “WhatUsers Want from Mobile,” Compuware, 2011.2 Google Webmaster Central Blog, http://googlewebmastercentral.blogspot.com/2015/02/

finding-more-mobile-friendly-search.html ©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.

Beginning April 21st, Google changed their algorithm to expand their use of mobile-friendliness as a ranking signal in mobile search results 2

Your Competition is Social

Source:1 Facebook, (April 29, 2015), retrieved from https://www.facebook.com/business/news/small-business-support2 Gallup/Wells Fargo Small Business Index August 7, 20143 Gallup/Wells Fargo Small Business Index August 7, 20144 Local Commerce Monitor (LCM Wave 18), BIA/Kelsey, September 2015

There are over 40 million active small business Pages on Facebook 1

• 78% of small businesses are using Facebook to connect with customers 2

• 72% are using Facebook to build an online reputation 3

• 55.1% of SMBs have a Facebook page 4

©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.

Steve Strauss & Jeff Biesman Discussion

©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.

Audience Q&A

©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 For Joining!

• Access this webinar on-demand at www.marketingsolutions.yp.com/webinars

• For more information about SMB marketing solutions visit www.marketingsolutions.yp.com

• Tweet us:• @ypforbusiness

• @SteveStrauss

• @jbiesman

©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.