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.

1. Combining Search & Social
For Local Marketing Success
#SearchIsSocial
Dave Kerpen
CEO, Likeable Local
Jeffrey Chew
Executive Director of Product Management, YP

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.
#SearchIsSocial

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.
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

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.
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

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.
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

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.
…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

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.
It is important to know that SEM is incredibly complex
#SearchIsSocial

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. ©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

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. ©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.

13. Social Media IS
The New Word of Mouth
@DaveKerpen | #SearchIsSocial

14. Social Media = The New Word of Mouth
@DaveKerpen | #SearchIsSocial

15. @DaveKerpen | #SearchIsSocial
Social Ads=Word Of Mouth at Scale

16. 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

17. 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

18. 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

19. 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

20. Engage through: educating, entertaining, & inspiring
(+ occasionally promoting)
Create A Content Balance
@DaveKerpen | #SearchIsSocial

21. 2. Listen and Respond. To
Everyone
“Life is 10% what happens to you and
90% how you react to it.”
-Charles Swindoll
@DaveKerpen | #SearchIsSocial

22. Responsiveness is No Longer Optional.
@DaveKerpen | #SearchIsSocial

23. LAST: Listen, Apologize, Solve,
Thank.
@DaveKerpen | #SearchIsSocial

24. The 4 Most Important Words in Social Media
“I’m Sorry & Thank You.”
@DaveKerpen | #SearchIsSocial

25. Use Your Unique Brand Voice.
@DaveKerpen | #SearchIsSocial

26. Respond to Positive Comments Too.
In Your Own Unique Voice.
@DaveKerpen | #SearchIsSocial

27. 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

28. It started with big brands, but now it’s
happening to SMBs
Only a small portion of their
following reached organically!
@DaveKerpen | #SearchIsSocial

29. oSmart Hypertargeting
oLookalike & Custom
Audiences
oWebsite Traffic Retargeting
Social Ads: Quick Wins That Work
@DaveKerpen | #SearchIsSocial

30. Hypertargeting: Reach Exactly Who You Want To
@DaveKerpen | #SearchIsSocial

31. @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

32. 4. Use Tools To Help You Share
Stories.
@DaveKerpen | #SearchIsSocial

33. Tools We Love
@DaveKerpen | #SearchIsSocial

34. 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

35. TurboPost™ Technology
@DaveKerpen | #SearchIsSocial

36. Likeable Hub Site
@DaveKerpen | #SearchIsSocial

37. 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

38. 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!