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Building a Successful Local Digital Marketing Strategy in Austin Jeff Biesman & Gabriel Lopez January 24 th , 2016

LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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Page 1: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

Building a Successful Local Digital Marketing Strategy in AustinJeff Biesman & Gabriel LopezJanuary 24th, 2016

Page 2: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

Intro

2

Background

BackgroundGabriel Lopez

9 years of marketing experience. Digital background in Southern California and San Francisco markets.

Joined YP in 2007: Regional Vice President-South Texas.

Page 3: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 4: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

1954: Roger Bannister and the 4-Minute Mile

Page 5: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 6: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 7: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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.

Page 8: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 9: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 10: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 11: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 12: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 13: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

2005

Page 14: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

2013

Page 15: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 16: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 17: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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%

Page 18: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 19: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 20: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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 tickets11:36amOn 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

They are habitual

Page 21: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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.

Page 22: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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 video

8:59am Directions to Home Depot

10:07am Read about best running shoes

1:23pm Watch video on marathon

5:38pm Look up flights to

Stockholm

Page 23: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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 action

Acting on any stimulus, whenever we’re

motivated to

High expectations

for relevance and for frictionless experiences

Unscripted decisionsMore loyalty to the

need in the moment vs. a brand

Page 24: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 25: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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 Texas consumer – local business digital divide

1

2

3

4

Page 26: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 27: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 28: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 29: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 30: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Site

Display300 x 250

Social

Page 31: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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

Page 32: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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 Display

4.4%

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

Page 33: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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+

Page 34: LSA Bootcamp Austin: Building a Successful Digital Marketing Strategy

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