Practical Marketing Questions and Answers Webinar

© 2014 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
education series.
© 2014 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.
You’ve got small biz marketing questions,
we’ve got practical answers

practical marketing | meet your moderator.
Tina Stock | Executive Director, Marketing
An entrepreneurial marketing executive with over 10 years experience
in product marketing, channel marketing, social media marketing,
content marketing, communications strategy, lead nurturing, display
advertising, search engine marketing and marketing operations. Tina
blogs about the emerging art of transmedia marketing, and you can
follow her on Twitter @tinadstock.
YP is North America’s Largest Local Search, Media and
Advertising Company
Who is YP?

small business | practical marketing series.
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
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
TODAY: Practical Answers
http://www.adsolutions.yp.com/practicalmarketing

practical marketing | meet the panelists.
Ed Peterson | YPSmallBiz Social Media Guru
https://www.facebook.com/YPsmallbiz
Ed Peterson, YP’s Director of Social Media, is an Atlanta-based demand generation
innovator with 20 years of B2B sales and marketing experience. Ed has designed
social media and content marketing programs for AT&T, mobile Point of Sale platform
SparkQuest, and more than 30 small businesses across the Southeast. Ed blogs at
www.viewfrominmanpark.com and tweets about his kids, jazz and tacos @ed_peterson
Anna Yum | YPSmallBiz Search Engine Marketing Maven
Anna Yum is experienced in online marketing, specializing in demand generation from paid
media channels, specifically search engine marketing and display advertising. Her
experience includes managing multi-million dollar paid media channels from Fortune 100
companies as well as spearheading smaller, highly targeted pay-per-click campaigns for
small-medium businesses.
Abid Chaudhry | BIA/Kelsey Small Biz Budgets & SEO
Abid Chaudhry is Senior Director of Industry Strategy and Insight with BIA/Kelsey. He’s
an expert on local media and advertising, and has worked with small businesses and publishers
to create new, innovative ways to advertise and market local products and services
online. Abid has held various roles within local media companies, focusing on product
management, marketing and strategy – and has managed both $100M+ product portfolios and
fledgling startup businesses. Abid is based in Los Angeles.

for more of your marketing questions & practical answers.
http://www.adsolutions.yp.com/small-business-marketing-center/practical-answers

small business budgets.

small business budgets.
Q: How do I decipher where to use my marketing
budget ideally for my business? I get so many
inquiries from companies trying to sell me ads
and marketing tools. I have a small marketing
budget and can't afford it all.
Q: I have an itty bitty small business, how much
should I actually spend and how do I get started?

total ad spend distribution.
24%
17%
14%
10%
8%
7%
6%
5%
4%
4%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Wave 17
Pay Per Click
Video
Deals & Coupons
Mobile
Broadcast
Other
Sponsorships & Giveaways
YP & IYP
Other Online
Social
Other Traditional
Source: LCM Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels.

online presence is robust.
Small businesses use all different kinds of digital media.
19.0%
19.5%
20.4%
24.6%
30.6%
32.7%
34.9%
54.0%
60.4%
0% 10% 20% 30% 40% 50% 60% 70%
Blog
Other Social Site
Enhanced Listing in Mobile Site
Google+
Video (YouTube etc.)
LinkedIn
Profile/Landing Page
Facebook Page
Website
We asked respondents to only count a social site if they have a page specifically for their business on that site.
Source: LCM Wave 17 (Q3/2013); LCM Wave 16 (Q3/2012) where relevant.

where’s the spending going?
40.9% of SMBs pay for
regular assistance in maintaining their online
presence (website, profile/landing pages,
social network pages, blog, etc.)
See note in Appendix. Source: LCM Wave 17 (Q3/2013); LCM Wave 16 (Q3/2012) where relevant.
On average,
they spend
$4,704 annually,
And this is increasing year over year.

SEO & SEM.

SEO & SEM.
Q: What’s the difference between SEO & SEM?
Q: How do I get started with SEM?
Q: How much does SEO cost?

search engine results page (paid vs organic)
Paid ads
Paid ads
Organic
listings

social media for small business.

Q: Any general tips for building
your social media audience at
a low cost? For instance, we
all know we should have a
Facebook page, but
how do you build up your
“likes” without
taking out advertising?
Q: How often do you update
your Facebook page? How
much is too much?

Q: I have a hard time coming up
with new material to talk
about on social media. What
are some things I can talk
about to keep my customers
engaged? Does it have to be
related to the business?

your turn to ask more questions.
http://www.adsolutions.yp.com/small-business-marketing-center/practical-answers

thank you!
Sign Up for Our Next Webinar
March 10 @ 11 am PT/2 pm ET:
http://www.adsolutions.yp.com/small-
business-marketing-center/practical-
marketing-series/registration
10 Content Marketing Tips
Your Small Business Can Do Now
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Practical Marketing Questions and Answers Webinar

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