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Practical
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Lesson 3:
Zero in on Custom...
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© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
© 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademar...
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YP Practical Marketing Webinar #3 (Oct. 3, 2013)

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Learn how to zero In on customers that matter most with inights from Google and the YP smallbiz team

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  • Ben
  • (BEN)
  • (BEN)
  • 96% of people visit a website and leave without completing the actions marketers want them to take, whether that’s buying a product, downloading a coupon or whitepaper, or interacting with the site on a deeper level. People do trickle out, even at the last step. TRANSTION: AND….Source: http://www.webpronews.com/topnews/2010/11/22/how-and-why-remarketing-can-gain-back-lost-customers; Understanding Shopping Cart Abandonment, Forrester Research, May 20, 2010
  • A commonly asked question in pay-per-click (PPC) advertising is "what is a good click-through rate (CTR)?" There is no easy answer and it can vary greatly depending on channel, targeting, keywords, and more. According to ClickZ and industry trends, however…:Search: In a healthy account you will see CTRs vary depending on the type of campaign. For example, branding campaigns typically earn a much higher CTR than non-brand. Advertisers may see 1 percent to 7 percent for non-brand with brand ads being 3 percent and up. Consider the differences in each campaign, but focus on optimizing ads with a CTR less than 1 percent.Display: Typically advertisers could see 0.05 percent and above, with retargeting campaigns' CTR as much as double the percentage of site targeting campaigns. Try to optimize any ads with CTRs lower than about 0.03 percent, if clicks are a consideration. Most of the time, display ads are used for branding so impressions are a more important metric.http://www.clickz.com/clickz/column/2186867/click-rate-ppc
  • Ben – thanks so much! You did a great job of explaining why search matters for small businesses and provided some great tips for managing SEM Campaigns. As always,we’ve provided a couple of easy to use worksheets at adsolutions.yp.com/practical marketing for those of you who want to start practicing what we’ve discussed here, and, at the end of the webinar we’ll give you an additional resource in case you’d like some advanced training. However, in the next few minutes we’ll discuss those other marketing activities that we introduced at the beginning of this webinar: Email, its cousin Direct Mail and Banner Ads. These activities > as well as search > are part of a larger umbrella of marketing called “Direct Marketing”
  • At it’s foundation Direct Marketing is a type of marketing designed to generate leads or opportunities for your business. Direct Marketing isn’t about the “type” of media used >> it can be tv, radio, print, email or search >> but it generally follows these 3 principles:Delivering custom message ONLY to people who are likely to become your customers. Asking the person to do something as a result of seeing your ad – like “call now” Tracking all the actions or leads from your campaignFor instance - in Search Engine Marketing, Your custom message is delivered via a search engine to a group of people that have defined THEMSELVES as your ideal customer since they are searching for the products or services that you offer, the message usually includes the basic call to action of “click here” and you can track all of the clicks – or leads – generated by this campaign. In Email Marketing and Banner Ads Your custom message is delivered via email or banners to a group of people that YOU’VE defined as your ideal customer, the message can include a call to action >> the action or the leads generated by the campaign can be tracked
  • > On the upside email is relatively inexpensive. The chart here compares the cost of email to the cost of other media such as newspapers or radio on a CPM basis. CPM = Cost per Thousand Impressions or the Cost for Having your Message Shown to a Thousand Eyeballs. The question you need to ask when comparing costs is not only what is the Cost per Thousand, but what % of that thousand are your ideal customer? With email marketing you’ll know your message is primarily reaching your ideal customer. > On the downside, email marketing requires lists. By “lists” I simply mean a list of names and email addresses of the people to whom you would like to deliver your message – basically, a list of your “ideal customers.” You have 2 basic options for getting lists, eitherMake your own list by asking everyone you come in contact with - who looks like your ideal customer - for their name and email address. This is the best option, but could take a while to build an email list large enough to be of real benefitRent/buy a list from an email marketing company. This option is fast, but generally the lists are lower quality than a list you build yourself.
  • What’s required for email marketing? The main things are: list (which we already discussed), your message, the email and landing page. As we go thru this you’ll see how search, email, direct mail and banner ads all have the same characteristics: messages, media and leads or actions – all leading to an opportunityMessage – ultimately, you as the business owner, need to decide what the message should be. You can pay someone “punch it up” and make it sexy, but what is said depends on you. And, although your full message is seen in the actual email, it’s the subject line (teaser text you see in your inbox) that get’s the recipient to open and read your email – so you need to pay attention to those subject lines.The email should follow best practices for design and “deliverability”. Design is the look and feel of the email and “Deliverability” means all the things that need to be done to ensure that your email isn’t considered spam or worse yet - illegal. Landing page – same as in search, this is the web page where the visitor lands if they click on something in your email. And it’s rare that you will send ANY ads – whether search, email or banners - to your websites’ home page. Usually you’ll want to send the person to a page designed specifically for the ad. If the ad promised free beer, then the landing page needs to deliver free beer 
  • This takes us to direct mailOn the upside, it’s relatively easy to get addresses and to create lists of your ideal customers, especially if they live in a specific geography – like a specific zip code, or a radius around your business, or “new home” developments - and this is why I included this option in the webinar because, even though it isn’t digital, it still fits within the umbrella of Direct Marketing – which means its smart for small biz. On the downside, compared to email, direct mail is more expensive because of the printing and postage and/or delivery costs. Just remember - these costs are often off-set by quality of your list especially when you are getting your message to a specific geography.
  • What’s required for Direct Mail Marketing? Similar to email you need a list, a message and the media – or the direct mail pieceOne point I want to bring up here is that printed media can actually be tracked. The most popular tracking tools: Call tracking numbers. We’ll talk about these more in webinar 5, so I’ll just say these are phone numbers that you put in your ad that forward to your actual business phone number, allowing you to track how many calls were generated as a result of your printed media.Purls – custom urls or web addresses that is short and easy to type, specifically for printed media – “printed url = purl”. Using a purl on your printed items makes it easy for your “ideal customer” to visit your website, and for your to track the number of leads generated by this campaign. AND QR codes – QR codes are those decorative squares that you often see on printed items, that include a request for the reader to scan the code on their mobile phone in order to go to a webpage or download a special coupon. >> stop for a quick poll and ask those of you on the call: which .. if any .. of these tracking activities do you use on your printed media? We’ll use this information as part of our discussion during webinar 5 when we talk about tracking and measuring marketing results >>> And the answer is: … Not a surprise, but very helpful – thanks! So let’s move on to banner ads
  • Banner Ads || The upside – no list is required. And, in the last few years, using banner ads to get your message to MORE “ideal customers” MORE often has become MORE feasible. Now-a-days many ad networks - and some of the major sites like facebook - allow you to send your message to an “audience.” An “audience” is an anonymous group of online users who have visited similar sites, conducted similar searches, clicked on similar ads or indicated certain attributes like “female” or “lives in los angeles”. Because the ads are sent to a specific “audience” you know that your message is being sent to the people most likely to do business with you.
  • On the downside, unlike search, where your ad is delivered to someone who is looking for your type of business, with banner ads is your message may be delivered when your ideal customer is busy doing something else like reading the news, so you have to make sure your message is very loud and the requested action is very meaningful – for both you and your potential customer.
  • What’s required for banner advertising? – “audience” (list) || message || An “ad” and unlike search ads, which are primarily text, banner ads are usually very graphic || A landing pageWith all of these options SEM, Email, Dmail and Banners, the goal of your message is to get the recipient to take action. But, you don’t need every “call to action” to lead to an immediate transaction or purchase, sometimes the right action is an interaction. Let me put this another wayIf in your campaigns, your primary “call to action” is “buy now – get 20% off!” – meaning a call to transaction - then your message will only be meaningful to someone ready to buy right now.However, if your primary call to action is “come to a free event at my location”, meaning a call to INTERACTION, then not only will you get leads from those ready-to-buy customers, but you can also develop a relationships with customers who may be ready-to-buy in the future.
  • So – we’ve spent the last 20 minutes giving you a quick overview of some direct marketing activities that work well for small businesses: search, email, direct mail and banner ads. Hopefully, you’ve seen one that makes sense for your business, or for some of you, you what makes the most sense is actually using all of these as part of an integrated program. but before you start anything think about these 5 thingsMake sure you’ve really thought thru who is your ideal customer and what is your story since that will be the basis of almost everything you do to market your businessThink about your goal – do you need new customers? Are you interested in keeping existing customers? Your goal will ultimately determine what you doThink about the types of actions that you want to drive – and consider not only driving for transaction – but also interactionStart building your own email listLook for inspiration. Most of us are not going to create a great idea out of thin air – but if we see other great ideas it may spark something new for us.Ben – anything you want to add before we go to our questions?
  • Transcript of "YP Practical Marketing Webinar #3 (Oct. 3, 2013)"

    1. 1. Adsolutions.yp.com/PracticalMarketing #practicalmarketing Practical Marketing Education Series Lesson 3: Zero in on Customers Who Matter the Most © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.
    2. 2. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. YP • North America’s largest local search, media and advertising company. • Our mission is to help local businesses and communities grow. • We generate 40 billion annual impressions on the YP Local Ad network and have 3,000 marketing consultants helping over 600,000 businesses get, and keep, customers. Practical Marketing | Meet your Presenters © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Tina Stock | Executive Director, Marketing An entrepreneurial marketing executive with over 10 years experience in product marketing, social media marketing, content marketing, communications strategy, display advertising and search engine marketing. Tina blogs about marketing at tinastock.com , and you can follow her on Twitter @tinadstock.
    3. 3. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Practical Marketing | Meet your Presenters Ben Tyson | Nearly a decade in Online industry with companies including Google and Hearst Media. Joined Google in 2013 to focus on training for Strategic Partnerships for Small-Medium Business/ Local Channel. Google © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. “Focus on the user and all else will follow.” Hundreds of thousands of advertisers worldwide use AdWords to promote their products; hundreds of thousands of publishers take advantage of our AdSense program to deliver ads relevant to their site content.
    4. 4. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Part 3: Zero in on Customers Who Matter the Most #practicalmarketing
    5. 5. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Practical Marketing Means Knowing the Best Practices for Finding your Ideal Customer © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Webinar 2Webinar3 Webinar 4 http://www.valpak.com/media/2013-small-business-ad-spending.jsp
    6. 6. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Search Engine Marketing • Search Engine Marketing: your web listing to Searchers • Google, Bing & Yahoo! – 90% of search • Best Practices for SEM: Keywords Text Ads Landing Pages Plumber, Sink, Toilet, New York
    7. 7. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. There are billions of searches each day on Google. 16% of the searches we see are new. People are Constantly Looking for New Information Online
    8. 8. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. PEW [D680] eMarketer, July 2011 And They are Looking Everyday…
    9. 9. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. eMarketer: Data is from a December 2011 study from DAC Group conducted by Kantar Media. 3,000 US internet users and 2,000 internet users in Canada were surveyed online in October 2011. Search Influences Buying Decisions
    10. 10. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Being Online Matters © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.
    11. 11. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Source: Yahoo! and comScore Study Finds Online Consumers Who Pre-Shop on the Web Spend More In-Store. July 2007. Search Drives Offline Sales 89% of consumers research products online 93% of sales occur offline
    12. 12. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Consumers Increasingly Turn to Digital Source: Yankee Group, "2009 Advertising Forecast Update: Less TV, More Internet," provided to eMarketer, April 14, 2010 36% 28% 12% 11% 5% 5% 36% 28% 12% 11% 5% 5% 3% Reading Gaming Landline phone Mobile phone Music and radio TV and video Online 3% 36% Google Confidential and Proprietary © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.
    13. 13. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.
    14. 14. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. All Day and Across All Devices Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes. 3 devices allow for constant connectivity in the evenings and weekends 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Tablet Mobile Desktop Day EveningMorningNight Hourly Distribution of Searches by Platform (doesn’t reflect absolute traffic volume)
    15. 15. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Sources: 2010 Compete Online Shopper Intelligence Study, March 2010 BIA/Kelsey consumer tracking study, 2010 Deloitte LLP Survey 94% of consumers research products online before buying 75% search before or during a shopping trip 97% use online media when researching products or services locally Shopping Starts Online Customers Rely on Online Sources for Local Info Online Shopping Continues in Store Your Customers Are Already Online
    16. 16. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Increase in Devices, Increase in Queries Sources: Query growth - Google internal data 2011; Tablet forecast - Forrester 2010 Apple iPad1 by the end of 2015 one third of online Americans will own a tablet mobile searches have grown 5x in the past 2 years
    17. 17. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Local Categories Growing 2x in Last YearIndexedQueryGrowth 0.6 0.8 1 1.2 1.4 1.6 1.8 2 2.2 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2 2012 Q3 Search Growth by Vertical Category Apartments Cleaning (Maid) Services General Contractors Plumbing Up to 2x growth in last 2 yrs Sources: Query growth - Google internal data 2011; Tablet forecast - Forrester 2010 Source: Google Internal Data
    18. 18. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Cleaning Services – 134% YTD YoY% Growth in Mobile Devices Source: Google Internal Query Data Search traffic, mobile (including tablets) and desktop 1 2 3 4 5 6 7 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2 2012 Q3 Computers All mobile devices Indexed
    19. 19. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. So How Do You WIN Today’s Buyer? #practicalmarketing
    20. 20. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. • Already discussed (if you missed it, get the details from webinars #1 & #2 at www.adsolutions.yp.com/practicalmarketing): – Business listings/online directories – Website Major Components to Targeting Customers Get Online
    21. 21. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Then What?
    22. 22. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Three Major Components to SEM Help People Searching to Find You & Take Action • Keywords • Text Ads • Landing Pages
    23. 23. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Best Practices: Search Engine Marketing 23 • Consider your business type, products or services and the problem your customer needs to solve • Including geographic-specific terms in your keywords can help Keywords
    24. 24. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Best Practices: Search Engine Marketing
    25. 25. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Best Practices: Search Engine Marketing Source: http://www.webpronews.com/topnews/2010/11/22/how-and-why-remarketing-can-gain-back-lost-customers; Understanding Shopping Cart Abandonment, Forrester Research, May 20, 2010
    26. 26. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Best Practices: Search Engine Marketing © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.
    27. 27. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Search Engine Marketing Best Practices for SEM • Keywords: consider your business type, products or services and the problem your customer needs to solve • Text Ads: experiment • Landing Pages: include call to action 27
    28. 28. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. 3 Principles of Direct Marketing Custom messages Include a "call to action” Lead to track-able results
    29. 29. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. More about Direct Marketing… What’s right for you? • What are your goals? – New customers, upsell customers, keep customers • Who is your ideal customer? • What “action” (lead) is valuable for your business? Conversions. – Traffic to your website? – Phone calls? – Coupon redemptions? © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.
    30. 30. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Email Marketing http://go-digital.net/blog/tag/comparing-costs-of-marketing-tactics/ ROI = Revenue/Spend Email list required Purchased/rented lists are often low quality The Upside The Downside
    31. 31. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Email Marketing – “Conversions” & What to Expect Contact takes action: opens email OpportunityContact Subject Line Email Landing Page Contact takes action: clicks to webpage, calls Contact takes action: prints offer, signs-up, calls Becomes:
    32. 32. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Direct Mail Address lists are easy to buy The Upside The Downside Expensive
    33. 33. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Direct Mail – “Conversions” & What to Expect OpportunityContact Direct Mail Piece Contact takes action: visits website, calls, visits store Becomes:
    34. 34. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. The Upside The Downside No list required. New targeting capabilities Banner Ads Need meaningful “action” or the opportunity is lost
    35. 35. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Banner Ads
    36. 36. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Banner Advertising – “Conversions” & What to Expect Anonymous action clicks ad Opportunity“Ideal Customer” Contact Ad Landing Page Anonymous action registers, calls, prints coupon Becomes:
    37. 37. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Search, Email, Direct Mail and Display: Integrated Program Summary of Part 3: Zero in on Customers Who Matter Most Sometimes you need to find customers, instead of waiting for them to find you. When you do, here are some of the most practical ways to connect with these customers: – Search Engine Marketing – Direct Mail / Email Marketing – Display Advertising • Visit adsolutions.yp.com/practicalmarketing for your “Do it now” worksheet on SEM & your “Understanding Direct Marketing” guide • Share your thoughts socially #practicalmarketing • Learn More! Sign up for our FREE monthly Practical Marketing newsletter at… http://adsolutions.yp.com/small-business-marketing-center • More advanced learning available at… http://www.onlinemarketinginstitute.org/YP
    38. 38. © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Part 1: The heart of Practical Marketing Part 2: Get customers to know you and hear your message Part 3: Zero in on customers who matter most to your business Sally Falkow, Digital Media Strategist, Meritus Media Part 4: Turn your customers into fans and cheerleaders for your business Part 5: Do it again. Learn what works best to connect you with your customers Thank you! Catch up on what you missed &/or sign up for the rest of the YP Practical Marketing Series © 2013 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners. Adsolutions.yp.com/practicalmarketing Be Sure to REGISTER for the 4th in the Series October 24, 11:00 am, pst – learn Social Media with
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