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HARNESS THE POWER OF ONLINE MARKETING
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  • Hello everyone, My name is Tracy Smith and as Lise mentioned I am Vice President of Performance Marketing and Go-to-Market at Yellow Pages Group. I have been with YPG for 2 years now and one of the things that strikes me is how incredibly fast things are moving. That made me think, if I think things are moving fast, what about our customers many of which don’t have the time digest this rapid pace of change and the impacts it has on their businesses. So today, we have created a TIME OUT. Albeit brief, it is a moment, for you our customers to take the time to consider what is going on what it means for you and the opportunities it yields. It is also a moment for us to spend some quality time with you, in a context other than a sales call, and hopefully provide you with some information and insight on how to navigate the fast paced environment. I will be covering some of the key market trends that are driving change. I will also review some tactics that you, entrepreneurs and small medium sized business owners,, can consider to improve your online marketing efforts. Subsequently, Bill Barnes from Mediative, will give you some great tips on how to improve your presence on major search engines. So to get things going I am going to kick things off with a brief video which illustrates how quickly things are changing, how consumers are increasingly searching everywhere. As you look at it, ask yourself AM I BEING FOUND?
  • Hello everyone, My name is Tracy Smith and as Lise mentioned I am Vice President of Performance Marketing and Go-to-Market at Yellow Pages Group. I have been with YPG for 2 years now and one of the things that strikes me is how incredibly fast things are moving. That made me think, if I think things are moving fast, what about our customers many of which don’t have the time digest this rapid pace of change and the impacts it has on their businesses. So today, we have created a TIME OUT. Albeit brief, it is a moment, for you our customers to take the time to consider what is going on what it means for you and the opportunities it yields. It is also a moment for us to spend some quality time with you, in a context other than a sales call, and hopefully provide you with some information and insight on how to navigate the fast paced environment. I will be covering some of the key market trends that are driving change. I will also review some tactics that you, entrepreneurs and small medium sized business owners,, can consider to improve your online marketing efforts. Subsequently, Bill Barnes from Mediative, will give you some great tips on how to improve your presence on major search engines. So to get things going I am going to kick things off with a brief video which illustrates how quickly things are changing, how consumers are increasingly searching everywhere. As you look at it, ask yourself AM I BEING FOUND?
  • Hello everyone, My name is Tracy Smith and as Lise mentioned I am Vice President of Performance Marketing and Go-to-Market at Yellow Pages Group. I have been with YPG for 2 years now and one of the things that strikes me is how incredibly fast things are moving. That made me think, if I think things are moving fast, what about our customers many of which don’t have the time digest this rapid pace of change and the impacts it has on their businesses. So today, we have created a TIME OUT. Albeit brief, it is a moment, for you our customers to take the time to consider what is going on what it means for you and the opportunities it yields. It is also a moment for us to spend some quality time with you, in a context other than a sales call, and hopefully provide you with some information and insight on how to navigate the fast paced environment. I will be covering some of the key market trends that are driving change. I will also review some tactics that you, entrepreneurs and small medium sized business owners,, can consider to improve your online marketing efforts. Subsequently, Bill Barnes from Mediative, will give you some great tips on how to improve your presence on major search engines. So to get things going I am going to kick things off with a brief video which illustrates how quickly things are changing, how consumers are increasingly searching everywhere. As you look at it, ask yourself AM I BEING FOUND?
  • So hard to deny that there is a lot going on. As this juncture I will speak to what I feel are some very meaningful trends. Trends are are driven by consumer behavior and that ARE or very certainly WILL have on impact on how some if not most of you conduct business!
  • Let me ask you a quick question, in the past year, how many of you have searched for a business, say a restaurant or looked up a movie venue and show time…. That would have been significantly less only 12-18 months ago So ponder this for a moment. Did you know that… Every 4 seconds a child is born and … 15 mobile phones are sold? (There ’s an acceleration of mobile device adoption from the iPod to the iPad. In the first three quarters after the introduction of the iPod, 236,000 units were shipped. When the iPhone came out, it hit 3.7 million units shipped in its third quarter, but then the iPad blew both of its predecessors out of the water with 14.8 million devices shipped) In the past year, nearly 1B users searched on Google, using a phone? By 2014 there will be more Mobile Internet Users than Desktop Internet Users? So in a very limited amount of time mobile has gone from being a consideration to a significant opportunity for businesses to connect with consumers. RIGHT NOW in Canada there are 20 M Canadians with a Mobile phone 6.6 M with a smartphone. RIGHT NOW at YPG, 30% of our searches come from mobile. A number up from 5% less than 18 months ago. Increasingly Mobile allows you to do the same things as your PC. You can check your Facebook profiles, search for information and watch videos on your phones just as if they were sitting at the desks. But what ’s really interesting is that you aren’t confined to doing these activities where their you have a PC. Mobile users are on-the-go … searching for information via the Internet in stores, on the road, in elevators, in meetings… in conferences… anywhere they can get a wireless connection. If you think the internet has changed the way we learn, interact, conduct business …you’re right of course. But you haven’t seen anything yet. Mobile is doing it again only faster.
  • Geo-location is essentially embedded in mobile and is progressively allowing businesses to better target consumers who access the web through mobile devices. Early iterations of this are simple applications that allow consumers to find businesses around them. With 2.85 Million downloads, YPG’s Mobile Application is one of these more common ones used in Canada. Some categories such Restaurants, Pizza and Taxi are so well suited to location based search that the re are already more searches on mobiles devices than on desktops. Moving forward, imagine a world where, at your discretion, you could access an application that would provide you a map of your immediate surroundings with a marker including all promotions & discounts being offered in surrounding stores whether it be a 2 for 1 on a meal or a coupon on a pair of Adidas sneakers. Moreover, imagine that you are in a shopping mall having a coffee while your better half is shopping. Say for the sake of conversation that you ’ re a guy. As you have your coffee you start reading reviews on LCD TV ’ s using your mobile device. Imagine that, shortly thereafter, an add appears on the mobile site you are browsing offering a 10% discount on the latest Panasonic LCD TV, that can be re-deemed at an outlet right there in the very mall you are having your coffee in …Science or coincidence…take your pick. This is not far fetched, it is right around the corner. And it is not just for the Blue Chip Corporations. In fact, these technologies help level the playing field and arguably, SMB’s actually may have an advantage. You are more nimble and less bureaucratic, which means you can get things done without committees and over-analysis. Once you decide that these new tools are about serving your customers, you can dive in and get started doing just that.
  • It ’s probably no big surprise to anyone in the room that Social Media is a big trend. You, your children, spouses, parents heck grandparents, probably have a Facebook profile page. In fact, over 21.5M CANADIANS HAVE FACEBOOK PROFILES. This explains why Facebook is by far the most visited site on the Internet. Facebook alone accounts for a quarter of all page views! That means, 1 out of 4 webpages viewed on the Internet is on Facebook. And its not just Facebook, people are flocking to Facebook, Twitter, LinkedIn, Foursquare, YouTube and many many other social platforms to share what they are thinking – and see what others are doing . Social media isn ’t confined only to social networking sites. With places for visitors to add comments, ratings, reviews onto webpages – many websites and online directories have become social enabled. Given the huge audience of social users, businesses are flocking to these sites and scrambling to add social widgets to their sites. Presence on social media allows companies to engage in direct conversations with customers and serves as an outlet to push targeted advertising and promotions . And while major brands like Starbucks, Virgin, and Levi ’s have been participating in the social web for some time now, the rate of adoption among small businesses is increasing too. According to a recent University of Maryland study, social media adoption by small businesses has doubled from 12% to 24% in the last year . Studies in Canada boast similar results. Other studies (Roost 2011) have indicated that almost 88% of SMEs believe social marketing to be important. The low cost of using social media, and its ease-of-use, are what attract local businesses. Social media also brings a little fun into the stress-filled day of many small business owners. Nearly 45% of those surveyed by Roost said the main reason they use social media is because "It's a fun way to interact with people".
  • Group buying is essentially the new generation of paper coupons and flyers. H o w many of you have received a Group buy opportunity from Groupon, Living Social, Deal of the Day or others. How many of you have actually purchased a deal from any of these companies? Well 23% of Canadians have purchased a deal. Again, think about this - 18 months ago these offers essentially did not exist in Canada. Now, there are hundreds of companies offering their flavour of Group Buys, one canadian in four has purchased a Group Buy and In June alone this generated $26M in transactions. This is essentially a new way for consumers to shop and a new way for business to acquire new customers. Group buying can bring individual purchasers together in a short space of time and in volumes which makes economic sense. The more purchasers the better as economies of scale will justify higher discounts being offered. There are numerous benefits to both buyers and sellers. Buyers benefit from significant savings of up to 90% on quality business services and products, and sellers get new clients fast and without any upfront costs. For Sellers, they provide merchants with actual customers – often times new customers. Also, promoting a deal is usually free, with a commission payable only if buyers are obtained.
  • So, let’s leave the world of futuristic consumer trends and look at w ha t Canadian SMB ’s, what you, are telling us about w ha t marketing programs they plan on using in the near future to reach their consumers Well firstly more traditional media most significantly P r int Directories, Community Newspapers and Direct Mail still garner significant usage intent from SMB ’s. Growth however, without any surprise, lies with Online Marketing and the good news is that a lot of the things mentioned in the video are actually hitting SMBs radar. Websites are leading the charge. Nearly 75% of SMB ’s plan on having a website in the next couple of years. Websites are the doorway to the internet. They allow a business to EXIST online. In reality not having a website compares to not having a business card 20 years ago … Online Directories remain a force to be reckoned with but Social, Search and Email marketing are boasting impressive numbers. Social admittedly is early and it ’s likely over represented simply because it is hard to define. But the trend is clear. On the Search side SEO keeps gathering speed and is quickly becoming the darling of Search Engine Marketing. So SMB ’s are interested in a wide array of online media …but what tricks and tips can you use now to help your business. Q: And thinking of the next 2 to 3 years, how likely is your company to use these advertising solutions? (NET Likely for users; Very likely for Non-Users) Base: User planning to Continue Using (n=149-2372), Don’t Currently Use But Plan to Begin Using (n=734-2965)
  • With over 75% of the Canadian population now on the Internet, it is imperative that your business also be on the Internet. Within the virtual space, a website is fundamentally like your store front… just online. People who are window shopping will come by and look to see what you have in the window. It ’s your responsibility to make sure that there is something for them to look at  if it’s an empty shell, they’ll likely move onto the next site. The best way to have customers stay and engage with your site? Provide useful content . Use your website to answer the questions that your customer ask. Provide information on opening hours, on the location of your business, a detailed list of your products and services, contact information so that they can reach out to you. To make users really engage, make your site as fun and dynamic as possible to encourage them to discover more information . Photos and videos will give your customers a feeling of what your business is about. Every business has a personality  photos and video show this personality. Engage the audience with you and your staff – make a personal connection Remove the online barriers between the customer and your product/service… walk them up close to what you are offering to customers feel as though they can almost reach out and touch the clothes that you are selling Give a customized (not canned) message about who you are and what it is that you provide  this will provide them will a call to action to come to your location. As a small, local business, your main strength is your personality. To highlight that, you should create videos so that your local customers can “meet” you before they hire or buy something from you. For example, create testimonial videos. If you made one of your customers extremely happy, encourage them to film a quick testimonial video that you can show other potential customers
  • These may seem like rather basic, obvious matters at this point, but a surprising number of small businesses are not updating their sites frequently or utilizing social media as much as they could be. The cost? Lots of traffic A study conducted by US site creator company SiteKreator surveyed 5,000 SMEs in Feb. 2011. Results are quite impressive and speak to the importance of updating website. Fifty-four percent of small businesses update their sites less than once a month, according to a study of SMB Website usage Only 2% of SMEs update their sites more than 5 times a month … and saw 300% more traffic than those that updated their site less frequently
  • “ If you have the best burger joint in the world, but not a single road goes by it…does it matter?” “If you have an amazing , content rich website but no one visits it, does it matter?” The answer to both of these question is clearly no. You need to get people to come to your site . Everyday, potential new customers are looking for your services and are looking for more information about your business and your competition before committing to a purchase. You need to provide them with the road to find your website, to find information about your business. How to do this? Well part of it, an IMPORTANT part of it, is to ensure your business appears on Search Engines such as Google, Yahoo and Bing. T hese three Search Engines essentially reach every single Canadian that is online. This said Google is the 1000 pound Gorilla in the room. In essence through Search Engine Marketing you can ensure you are present in organic results via SEO and paid listing, via SEM. So I will provide a brief explanation of Search Engine Marketing but I will not spend too much time there since Bill will cover it in detail right after me.
  • SEO is about being present in organic results. Organic results are all about relevance. T o improve your chances of ranking you can do On Page changes and Off Page. On page is about building a site with an easy to search structure and relevant content. Off Page is about driving quality links to your site via respected cites, articles, etc. I compare it to riding a bike in an uphill slope. Your bike is your website or your on page activity. It your bike is not in order …say it has a warped wheel. It’s going to be difficult to get going and build momentum. The energy you apply to the peddles is the Off Page activity or Link building. Now eventually you muster enough to get over the hump and start cruising. Feels good, but, if you stop…you will keep going for a while…but inevitably you will slow and stop. So SEO takes a little more time to yield results and contrary to popular belief, is not a one time thing.
  • SEM is about being present in Sponsored links at the top and on the right hand side of the page. This is a world of instant gratification so to speak. You can buy yourself “in” by bidding on keywords. If people click the advertiser pays. I f no one clicks well … the advertiser does not pay. Make no mistake the relevance and quality of your ad counts, it is not purely about the price you pay.
  • The beauty with Search Marketing is you can track you performance and progress. What Page you rank on, additional traffic, volume of clicks, call, on page interactions, etc. Moreover, using the example of SEM you can tweak your campaign and monitor its progress. In one case by optimizing the ULR to include the right keyword the cost per call drop 33%. In another, by adding the phone number in the add copy present on the search engine results calls increased by 30% suggesting that users were not all inclined to click through to get the number. In this instance these are SEM campaigns managed by YP – our goal is to optimize for you by benefitting from the knowledge we get by managing thousands of accounts. Candidly, if you are managing you campaigns internally there is nothing stopping you from doing the exact same thing and gradually increasing the effectiveness of your campaign.
  • Social media is about sharing, exchanging, engaging. There are so many sites out there that are social in nature out ther – FB, Twitter, You Tube, etc.- . I t ’ ’ s hard to know what if anything is right for you as a business. Many of you may be thinking that social is not part of your business. Clearly if you are an up and coming bar in a hot downtown district the notion of having a FB Fanpage to engage with party goers and create a buzz around the next big DJ you are going to have at the club seems more compelling than having a FB Fanpage for say a travel insurance company. But truly, given the demographics on FB, you might be surprised. One of the easier ways to use social is to collect feedback from customers and engage with them. You can turn a bad customer experience into a great servicing moment Also, occasionally, social can be a gold mine. The the case of ….. Sure, long shot. But there might be a …. In this room. The team behind this amazingly well-run campaign managed to engage half of the Internet, and provoke almost unequivocally positive results from social media sites such as Twitter . Even the comments on YouTube were overwhelmingly positive — and that never happens. Total upload views for the Old Spice YouTube videos (including both the TV and the social media campaigns) stood at almost 135 million. “The Man Your Man Could Smell Like” has more than 18 million views. The message with social is TRY it. Experiment. There has to be someone in your entourage itching to demonstrate how savvy they are in this space.
  • So in this next example, – Tom Binh – a Seattle-based company has pushed his social media strategy to the next level. They are not just experimenting. They have built it into the core of the business. Tom Bihn is a 22 employee company that designs and makes bags from a has a Seattle factory showroom/retail store that is open to the public one day per month. Otherwise, the bags are available exclusively through its Web site. The company ’s social media presence is rich with customer experience about their products and photos of bag-toting fanatics all over the world. Here are some examples of how Tom Bihn uses different social media platforms (chat, blog, flickr, FB, You Tube, Twitter) in a distinct yet complementary fashion Chat Forum: The company started off with a Chat Forum – it occurred to them that their customers and potential customers could get significant value from talking with each other as opposed to just with the company. They could share their experiences of their Tom Bihn bags, offer advice for selecting the right bag to new customers, and post reviews/pictures of their experiences with their bags. 1,823 members. Threads range from 30 to more than 700. Topics include company news, reviews, pictures and video and travel news. The company curates forum posts such as those of photos on its blog. Blog: The company ’s lively blog is a mainstream hub of the latest company information. It features everything from e-mail reviews from customers with photos to timeline rundowns on new product launches to hints on new products that are top secret, but coming soon. A-Ha Moments On Flickr The Tom Bihn Flickr group has 278 items posted and more than 115 members. The stream isn ’t just photos of people wearing their bags while traveling or at the airport. Informative photos show how much can fit inside a bag (and weight) and how items look once they’re in the bag. What’s also interesting are the user comments. Someone commented on a photo in the Flickr group that they had been looking everywhere for a photo of that exact bag and wanted to know if the bag was still available. Another person chimed in that they were also looking for that same bag. Facebook Tom Bihn ’s Facebook fan page has more than 500 members. There are posts to the wall a few times a week by both fans and the company. Gray posts status updates such as photos and links to new products, reviews as well as shipping deals. One post even calls for fans to submit questions they would like to ask Tom Bihn himself for an upcoming e-mail newsletter. The company also incorporates its blog posts and YouTube Channel videos into the fan page. Demo Videos On YouTube Tom Bihn has had its own Channel partner page since 2006. The page has received nearly 20,000 total upload views. Videos are uploaded about every two weeks and most clips have several hundred views. The videos are thorough demonstrations of a bag's features -- often by Tom Bihn himself. They cover topics including what he uses a particular bag for, items he fits in which compartments, accessories he uses with it and what the bag is made of. Tweets Are Content Mix Tom Bihn ’s Twitter account @tombihn is a well-branded Twitter profile page with the company logo, photos of products and contact information. There’s a good mix of retweets, company mentions on Twitter, thank you messages for customers who visited its factory showroom, announcements of new product updates, and even travel regulation notices from the Transportation Safety Administration. Tweets also incorporate links and photos from the company’s blog.
  • Group buying is still in the early days. It has had its ups … and its downs – YOU CAN TEST, EVEN IF IT DOESN ’T WORK, IT CAN AT LEAST CREATE AWARENESS TO YOUR BUSINESS AND YOU NEED TO MANAGE YOUR REPUTATION ON THE SOCIAL PLATFORMS TO PROTECT YOUR BRAND POSITIVE RESULTS: A Cincinnati-based location has an annual 18 th Century Market Fair. With the goal of driving higher attendance this year, they ran a group buy  and sold over 500 tickets that they would likely not have sold otherwise (which ended up being 25% of the event ’s attendance). It is reported that the event was able to recoup the revenue that it lost via the group buy discount through food and vendor purchases at the fair. Group buying really worked for this event as 1) they didn’t have any up-front fees to acquire the additional audience, 2) complementary products were able to make up for lost ticket revenue and 3) the group buy generated positive word of mouth so that more people than those who bought the group buy attended the event (at full price). NEGATIVE RESULTS: A Portland-based coffee shop ran a daily deal, offering over 50% on its food. With no cap on the number of deals that could be purchased by prospective customers, Posies was stuck with having to fulfill the over 1,000 deals that were sold! The major issue with this deal was that the owner of Posie ’s café didn’t calculate the actual cost of goods sold – and over time, began to realize that she wasn’t breaking even on the promotion  the percentage she collected from each coupon was not enough to cover the food/coffee that was sold per coupon. Also, the daily deal unfortunately ran at the same time that an annual tourist event was held in Portland. Therefore, a lot of people purchased the group deal for the weekend they were planning to come into Portland. The problem with this? The promotion didn’t help the business owner generate repeatable foot traffic. Why this promotion didn’t work for this owner: 1) she was unable to recoup her costs with the deal revenue, 2) the timing of the promo was off, 3) no cap was put on the deal  so more coupons were sold than could be fulfilled. Tips for running a successful DOTD campaign: Do the math. Stick to the fine print of the deal (e.g. expiration dates, when the coupon can be used, how it can be used). Don ’t make exceptions – the rules are there to protect you… and your reputation. Clear your schedule. Make sure that you ’re ready to handle an influx of traffic for when the promo is scheduled to run. Consider your size. Do you need to apply a cap? Consider your product. Is a major promo going to devalue what you have to offer… or will it help get customers to get their feet in the door? Collect e-mail addresses… make your relationship with the customer be more than a one-time thing.
  • Now, as a SMB you may or may not believe in one or many of of Mobile Marketing, Social Marketing, Search Engine Marketing, Group Buying etc . But the one thing all SMB’s, all of you share is the desire to get Value for your hard earned money. So let”s talk about VALUE and how some of the solutions we have alluded to can help drive REAL, SIGNIFICANT and YES….COST EFFICIENT leads About 100 years ago one of the fathers of modern day marketing said “I know half of my marketing dollars are wasted. The problem is, I simply do not know what half” Still today, 60% of SMBs say their biggest “quam” is that they truly do not know what value they are getting out of their marketing programs. While Marketing is about behaviors, not technology, in this instance, technology certainly helps us get much closer to understanding what drives value for advertisers. Today all of you can and should track the value you are getting from your marketing investments
  • In most of the things I have mentioned, perhaps with the exception of Social you can: Track leads (clicks, calls, email all the way to byers,) Understand the cost per lead and cost of acquisition Determine what works best fro you i.e drives the most customers or drives customers the most cost efficiently. Even social, through the introduction of reputation management tools and data mining increasingly allows you to structure and organize information to better build your marketing programs The message here is measure, test, track, analyze, action….the tools exist to do it !!!!
  • Considering what we’ve just covered, the trends and reality of today’s digital world, at YPG, we have transformed our company into a digital company. Marketing tools have progressed more rapidly in the last 10 years than in the last century. This quickening pace of change has seen many of Canada’s SMEs fighting to stay on top of all the marketing options available. YPG remains uniquely positioned to help SMEs harness the new communications and digital channels available to them. In early 2011, we launched Yellow Pages 360º Solution - designed to assist Canadian businesses with their overall marketing needs in the constantly changing digital space. Online and Mobile Join the network of sites that reaches over 11 million unique visitors every month. Give customers the information they need to help generate up to 50% more prospects. 2) Website and Video Creating an engaging experience for your customers online means more opportunity to make a sale. Generate more business with online video. 9 out of 10 consumers say that video influences their buying decision. 3) Print Advertising We still offer print advertising simply because of the fact that: 1 in 2 Canadians¹ count on Yellow Pages print directories each month to find businesses like yours Print directories reach ready-to-buy Canadians 4) SES Harness the power of search marketing to get more visibility and traffic. Get your share of the over 3.7 billion Canadian searches happening every month. With SES, - We are giving SMEs the opportunity to Reach qualified, active buyers - We develop Targeted, tailored campaigns - We Track your performance Leader ’s Notes: SAY: Our 360 Solution can be tailored to business needs and goals. All the components work together to get businesses found by the qualified buyers they want, by putting them everywhere their customers are looking. And it includes all media (REVIEW 4 Quadrants) Offering the total solution represents some significant changes on how we look at the customer. Selling just a print option as a standalone will no longer be relevant to today ’s customers. Their consumers are going to be in different places They need to have solution that provides these options This is the value of The Yellow Pages 360 solution
  • Hello everyone, My name is Tracy Smith and as Lise mentioned I am Vice President of Performance Marketing and Go-to-Market at Yellow Pages Group. I have been with YPG for 2 years now and one of the things that strikes me is how incredibly fast things are moving. That made me think, if I think things are moving fast, what about our customers many of which don’t have the time digest this rapid pace of change and the impacts it has on their businesses. So today, we have created a TIME OUT. Albeit brief, it is a moment, for you our customers to take the time to consider what is going on what it means for you and the opportunities it yields. It is also a moment for us to spend some quality time with you, in a context other than a sales call, and hopefully provide you with some information and insight on how to navigate the fast paced environment. I will be covering some of the key market trends that are driving change. I will also review some tactics that you, entrepreneurs and small medium sized business owners,, can consider to improve your online marketing efforts. Subsequently, Bill Barnes from Mediative, will give you some great tips on how to improve your presence on major search engines. So to get things going I am going to kick things off with a brief video which illustrates how quickly things are changing, how consumers are increasingly searching everywhere. As you look at it, ask yourself AM I BEING FOUND?
  • Hello everyone, My name is Tracy Smith and as Lise mentioned I am Vice President of Performance Marketing and Go-to-Market at Yellow Pages Group. I have been with YPG for 2 years now and one of the things that strikes me is how incredibly fast things are moving. That made me think, if I think things are moving fast, what about our customers many of which don’t have the time digest this rapid pace of change and the impacts it has on their businesses. So today, we have created a TIME OUT. Albeit brief, it is a moment, for you our customers to take the time to consider what is going on what it means for you and the opportunities it yields. It is also a moment for us to spend some quality time with you, in a context other than a sales call, and hopefully provide you with some information and insight on how to navigate the fast paced environment. I will be covering some of the key market trends that are driving change. I will also review some tactics that you, entrepreneurs and small medium sized business owners,, can consider to improve your online marketing efforts. Subsequently, Bill Barnes from Mediative, will give you some great tips on how to improve your presence on major search engines. So to get things going I am going to kick things off with a brief video which illustrates how quickly things are changing, how consumers are increasingly searching everywhere. As you look at it, ask yourself AM I BEING FOUND?
  • Hello everyone, My name is Tracy Smith and as Lise mentioned I am Vice President of Performance Marketing and Go-to-Market at Yellow Pages Group. I have been with YPG for 2 years now and one of the things that strikes me is how incredibly fast things are moving. That made me think, if I think things are moving fast, what about our customers many of which don’t have the time digest this rapid pace of change and the impacts it has on their businesses. So today, we have created a TIME OUT. Albeit brief, it is a moment, for you our customers to take the time to consider what is going on what it means for you and the opportunities it yields. It is also a moment for us to spend some quality time with you, in a context other than a sales call, and hopefully provide you with some information and insight on how to navigate the fast paced environment. I will be covering some of the key market trends that are driving change. I will also review some tactics that you, entrepreneurs and small medium sized business owners,, can consider to improve your online marketing efforts. Subsequently, Bill Barnes from Mediative, will give you some great tips on how to improve your presence on major search engines. So to get things going I am going to kick things off with a brief video which illustrates how quickly things are changing, how consumers are increasingly searching everywhere. As you look at it, ask yourself AM I BEING FOUND?

HARNESS THE POWER OF ONLINE MARKETING Presentation Transcript

  • 1.  
  • 2. HARNESS THE POWER OF ONLINE MARKETING
  • 3. HARNESS THE POWER OF ONLINE MARKETING Lise Lavoie Vice President, Sales for Quebec and Atlantic Yellow Pages Group
  • 4. DRIVING SUCCESS WITH DIGITAL MARKETING Tracy Smith Vice President, Performance Marketing & Go-to-Market Yellow Pages Group
  • 5. WHAT WILL YOU DO ? Times Are Changing Fast
  • 6. TRENDS TO WATCH FOR
  • 7.
    • 20.3M Canadians have a MOBILE PHONE
    • 6.6M have a SMARTPHONE
    Source: Canadian Wireless Telecommnications Association, May 2011, comScore via eMarketer, May 2011 Mobile
  • 8. Source: Ipsos Reid, May 2011 63% look for stores/restaurants 4.4 times a month more than 40% research products and prices on their mobile phone Geolocation
  • 9.
    • 30% of SMEs use social media
    • 21.5M Facebook Profiles
    Source: Facebook Source, SME Research Media U&A 2011 Social Media
  • 10. 23% of Canadians have purchased a daily deal $26M worth of deals were sold in Canada… in June alone… BUY Group Buying
  • 11. SIMPLE TACTICS THAT WORK
  • 12. Current users : Plan to continue using (net likely) Newcomers : Plan to begin using media (very likely) Current Media Usage % SMEs Planning T o Use Online Media
  • 13. Opening Hours Contact Info Maps Photos & Videos UP-TO-DATE & RICH CONTENT Update Y our Website
  • 14. 54% of small businesses update their sites less than once a month Only 2% of small businesses update their sites more than 5 times a month… … and saw 300% more traffic than those who update their site less frequently Source: SiteKreator via ReadWriteWeb 2011 « The video has helped my business turn the heads of prospective customers and given me an edge over any competitor who lacks a video showcase. » - Bill Byrd, AALL Tech Transmission, Richmond (BC) SMR Result
  • 15. MY BUSINESS Get Found
  • 16. SEO
  • 17. SEM
  • 18. Added a Phone Number = +30% number of Calls 2 Optimize keyword in URL = -33% Cost Per Call 1 Yellow Pages Case Studies TM
  • 19. Your Business Be Social
  • 20. Chat Forum Blog Tom Bihn – SME Success Story
  • 21. SOMETIMES IT WORKS… SOMETIMES IT DOESN’T Group Buying
  • 22. Test, Track, Analyze & Action
  • 23. WEBSITE Updated 5x my website and saw an increase of 300% in traffic SEM Optimized keyword and got 30% more calls What ’s my Cost per Lead? How many Calls became Sales? How much am I spending? SOCIAL I tested a campaign on Facebook and I have 90 additional fans Did Y ou Get What You Paid For?
  • 24. Speak to over 9.2M unique visitors 1 in 2 Canadians use our directory 24M Canadians expect a website Capture share of 3.7B searches online every month
  • 25. [email_address] [email_address] @tracy_smith_
  • 26. HARNESS THE POWER OF ONLINE MARKETING
  • 27.  
  • 28. HARNESS THE POWER OF ONLINE MARKETING
  • 29. Bill Barnes Vice President, Business Development Mediative UNDERSTANDING ONLINE BEHAVIOR & GROWING YOUR BUSINESS
  • 30.  
  • 31. WHO WE ARE
  • 32.  
  • 33. UNDERSTANDING USER BEHAVIOUR
  • 34. Search is… The connection between intent and content User Behaviour
  • 35.
    • The 5 foundations of Search Marketing:
    • Get the Right Message to the Right Person
    • In the Right Place at the Right Time and
    • deliver the Right Experience
    User Behaviour
  • 36. User Behaviour
    • The 5 foundations of Search Marketing:
    • Get the Right Message to the Right Person
    • In the Right Place at the Right Time and
    • deliver the Right Experience
  • 37. User Behaviour
    • The 5 foundations of Search Marketing:
    • Right Message
    • Right Person
    • Right Place
    • Right Time
    • Right Experience
  • 38.  
  • 39. Search Behaviour: Search Patterns on Major Engines
  • 40. Google Live Yahoo Search Behaviour: Search Patterns on Major Engines Source- Eye Tracking II: Enquiro
  • 41. Search is… The connection between intent and content User Behaviour
  • 42. Search is… The connection between intent and content Intent = Keywords User Behaviour
  • 43. Semantic Mapping in Search “ Digital Camera” Digital Camera Reviews Consumer Reviews Testimonials SLR 5 Megapixel Canon Kodak Nikon Sony Small Size Easy to Use
  • 44.  
  • 45. “ until I find you john irving” Content matched intent
  • 46. Contentmatched intent “ until I find you john irving”
  • 47. Personalized Results
    • Organic listings 3, 4 and 5 personalized
    • Study of 16 individuals
    • Tracked History from a previous session
    • Provided listings based both on past clickstream and assumed place in buying funn el
  • 48. The Area of Greatest Promise ?
  • 49. How Important is the Area of Greatest Promise? Enquiro Microsoft Ad Relevance Test
  • 50. How Important is the Area of Greatest Promise? Enquiro Microsoft Ad Relevance Test
  • 51. SEO & SEM
  • 52. Search is… The connection between intent and content Intent = Keywords User Behaviour
  • 53. Keywords Brainstorm Internal Search Function Search Engine Referrals Competitors Natural Language Social Networks, Blogs, News
  • 54.  
  • 55. Let’s Talk About Spiders
  • 56. Let’s Talk About Spiders
  • 57.
    • Content
    • Content
    • Content
    3 Keys To SEO
  • 58.
      • Content Create as much as possible
      • Content Unlock the content you have Share it with the world through linking
      • Content Keep creating more
    3 Keys To SEO
  • 59.
    • Articles
    • Blogs
    • Corporate Info
    • Images
    • Video
    • Press Releases
    • Podcasts
    • Webinars
    • Whitepapers
    • Microsites
    • Promotions
    Content is...
  • 60.  
  • 61.
    • Test
    • Test
    • Test
    3 Keys To SEM
  • 62.
    • Test
      • You’re your targeting
    • Test
      • Your ad copy and landing pages
    • Test
      • Keep testing
    3 Keys To SEM
  • 63.
    • Understand your target market
    • Attract a qualified audience
    • Coach the click
    • Allow visitors to convert in a way that is natural to them
    • Monitor performance to enable continuous improvement
    Paid Search Best Practices
  • 64.
    • Write ad copy to match intent
    • Use keywords (remember semantic mapping)
    • Test different ad copy
    • Landing Pages match the ad
    Paid Search Best Practices
  • 65.
    • Not understanding intent
    • Not using the same language as your target market
    • Basic optimization not done (SEO)
    • Landing pages too generic or not giving the user what they want
    Top 10 Mistakes…
  • 66.
    • No analytics or not capturing the right information (i.e. cookies not set to buying cycle)
    • Broadly defined ad-groups
    • Set it and forget mentality
    Top 10 Mistakes…
  • 67.
    • Focused on click metrics instead of conversion metrics
    • Not doing day-parting and geo-targeting
    • Big 3 blindness
    Top 10 Mistakes…
  • 68.  
  • 69. HARNESS THE POWER OF ONLINE MARKETING
  • 70.