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Combining Search & Social Media For Local Marketing Success

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Published on

11/12/15

Today, online visibility is essential to growing your local business. But how can you become more digitally visible? Mastering search & social media (and how they work together!) is one of the most effective ways to get your business in front of the people who matter most.

Published in: Social Media

Combining Search & Social Media For Local Marketing Success

  1. 1. Combining Search & Social For Local Marketing Success #SearchIsSocial Dave Kerpen CEO, Likeable Local Jeffrey Chew Executive Director of Product Management, YP
  2. 2. ©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. #SearchIsSocial
  3. 3. ©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. Flexible and customizable • Budget size • Area of focus • Goals • Targeting options • Location • Time of day • Keywords • Conversion types – clicks, calls, form fills, others • Device, Format #SearchIsSocial
  4. 4. ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Intent based = searchers ready to buy Searchers are now using PC and Mobile devices equally. When they do they are often ready to buy. Using keywords that are “bottom of the funnel” helps match SMB advertisers to their clients at the moment they are ready to buy. #SearchIsSocial
  5. 5. ©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. Immediate The clock is ticking for Small business. Time is money, and for most Small businesses money is precious. SEM delivers results quickly and it is reasonable to see clicks and leads even on the first day.* *results may vary, and depending on the approach can take days or weeks to achieve initial success #SearchIsSocial
  6. 6. ©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. …and Measurable SEM is the most measurable Online advertising channel. Period. The amount of detail and data helps make SEM the most accountable [read trackable]. Impressions, Clicks, Conversions, bid rates, “Share of voice” and many others. #SearchIsSocial
  7. 7. ©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. It is important to know that SEM is incredibly complex #SearchIsSocial
  8. 8. ©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. #SearchIsSocial
  9. 9. ©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. #SearchIsSocial
  10. 10. ©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.
  11. 11. ©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.
  12. 12. Social Media IS The New Word of Mouth @DaveKerpen | #SearchIsSocial
  13. 13. Social Media = The New Word of Mouth @DaveKerpen | #SearchIsSocial
  14. 14. @DaveKerpen | #SearchIsSocial Social Ads=Word Of Mouth at Scale
  15. 15. A Few of Our Favorite Stats… Source: Zephoria Every 60 seconds: 293,000 FB statuses are updated, 350,000 tweets are sent, and 13 professional articles are published on LinkedIn Americans spend on average 2.7 hours per day on social media Highest social traffic occurs mid-week between 1 to 3 pm. Over 45 million Facebook and 4 million LinkedIn business pages exist In 2016, there will be an estimated 2.13 billion people on social media @DaveKerpen | #SearchIsSocial
  16. 16. 1. Inspire With Content. 2. Listen and Respond. To Everyone. 3. Advertise on Social. 4. Use Tools. 4 Ways to Succeed With Social Media For Your Business @DaveKerpen | #SearchIsSocial
  17. 17. 1. Inspire With Content • Tips to Stay Engaging: – Keep It Visual – Keep it Simple – Be Inquisitive! Social pages with engaging content increase credibility & keep your followers coming back for more. @DaveKerpen | #SearchIsSocial
  18. 18. Follow the 10 Commandments of Content Creation ~From our Free eBook SocialContentEBook.com ~ 1. Give your followers a reason to engage 2. Think positive 3. Remember to K-I-S-S (Keep It Simple, Stupid!) 4. Have a Conversation 5. Ask Yourself: Is it Sharable? 6. Know How to Properly Curate 7. Be Mindful of the 4-1-1 Rule 8. Keep It Timely 9. Use Visuals To Enhance Your Message 10.Tell a Story
  19. 19. Engage through: educating, entertaining, & inspiring (+ occasionally promoting) Create A Content Balance @DaveKerpen | #SearchIsSocial
  20. 20. 2. Listen and Respond. To Everyone “Life is 10% what happens to you and 90% how you react to it.” -Charles Swindoll @DaveKerpen | #SearchIsSocial
  21. 21. Responsiveness is No Longer Optional. @DaveKerpen | #SearchIsSocial
  22. 22. LAST: Listen, Apologize, Solve, Thank. @DaveKerpen | #SearchIsSocial
  23. 23. The 4 Most Important Words in Social Media “I’m Sorry & Thank You.” @DaveKerpen | #SearchIsSocial
  24. 24. Use Your Unique Brand Voice. @DaveKerpen | #SearchIsSocial
  25. 25. Respond to Positive Comments Too. In Your Own Unique Voice. @DaveKerpen | #SearchIsSocial
  26. 26. 3. Advertise on Social “Facebook Reachageddon” means businesses now have to pay to play to get their content seen Facebook Reachageddon = The End of Organic Reach. If you aren’t paying to boost your posts, only 1-2% of your fans will see your posts organically @DaveKerpen | #SearchIsSocial
  27. 27. It started with big brands, but now it’s happening to SMBs Only a small portion of their following reached organically! @DaveKerpen | #SearchIsSocial
  28. 28. oSmart Hypertargeting oLookalike & Custom Audiences oWebsite Traffic Retargeting Social Ads: Quick Wins That Work @DaveKerpen | #SearchIsSocial
  29. 29. Hypertargeting: Reach Exactly Who You Want To @DaveKerpen | #SearchIsSocial
  30. 30. @DaveKerpen | #SearchIsSocial ✓ Get more business and referrals from current customers ✓ Attract people similar to your current customers ✓ Get already-interested prospects closer to buying ✓ Retarget “cold-feet” visitors Custom & Lookalike Audiences
  31. 31. 4. Use Tools To Help You Share Stories. @DaveKerpen | #SearchIsSocial
  32. 32. Tools We Love @DaveKerpen | #SearchIsSocial
  33. 33. About Likeable Hub • Use thousands of content ideas at your fingertips and pre-plan your posts for the most effective times • Automatically scheduled industry-specific content for Facebook, Twitter, & LinkedIn Content Creation & Scheduling @DaveKerpen | #SearchIsSocial
  34. 34. TurboPost™ Technology @DaveKerpen | #SearchIsSocial
  35. 35. Likeable Hub Site @DaveKerpen | #SearchIsSocial
  36. 36. Learn More | Special Promotions! #SearchIsSocial Learn how Likeable Hub can help YOU with social media automated: 1. SIGN UP before Nov. 25th 2. SAVE BIG $$ on packages oSET UP A DEMO at LikeableDemo.com oOR CALL 212.359.4347 oMENTION #SearchIsSocial Learn more about YP Marketing Solutions! VISIT: marketingsolutions.yp.com CALL: 888.896.8807
  37. 37. Questions | Grand Prize! @YPForBusiness | @DaveKerpen | #SearchIsSocial Redeem your Likeable savings at LikeableDemo.com or call 212-359-4347! Likeable Local: TWEET: @LikeableLocal EMAIL: contact@LikeableLocal.com PHONE: 212-359-4347 YP Marketing Solutions: TWEET: @YPForBusiness PHONE: 888.896.8807 Learn More about YP Marketing Solutions at MarketingSolutions.YP.com!

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