Zero in on Customers Who Matter Most to Your Business

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#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 containedherein 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
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.

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
“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.

Part 3:
Zero in on Customers
Who Matter the Most
#practicalmarketing

Practical Marketing Means Knowing the Best
Practices for Finding your Ideal Customer
Webinar 2Webinar3 Webinar 4
http://www.valpak.com/media/2013-small-business-ad-spending.jsp

Search Engine Marketing
6
• 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

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

PEW [D680]
eMarketer, July 2011
And They are Looking Everyday…

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

Being Online Matters

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

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
3%
36%
Google Confidential and Proprietary

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
PMTablet
Day EveningMorningNight
Hourly Distribution of Searches by Platform
(doesn’t reflect absolute traffic volume)

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

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

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

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

So How Do
You WIN
Today’s
Buyer?
#practicalmarketing

• 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

Then
What?

Three Major Components to SEM
Help People Searching to
Find You & Take Action
• Keywords
• Text Ads
• Landing
Pages

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

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

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

3 Principles of Direct Marketing
Custom
messages
Include a "call to
action”
Lead to track-able
results

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?

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

Email Marketing – “Conversions” & What to Expect
Contact takes action:
opens email
OpportunityContact
Subject Line Email Landing Page
clicks to webpage, calls
prints offer, signs-up, calls
Becomes:

Direct Mail
Address lists are
easy to buy
The Upside
The Downside
Expensive

Direct Mail – “Conversions” & What to Expect
OpportunityContact
Direct Mail
Piece
visits website, calls, visits store
Becomes:

The Upside
The Downside
No list required.
New targeting
capabilities
Banner Ads
Need meaningful
“action” or the
opportunity is lost

Banner Ads

Banner Advertising – “Conversions” & What to Expect
Anonymous action
clicks ad
Opportunity“Ideal Customer” Contact
Ad Landing Page
Anonymous action
registers, calls, prints coupon
Becomes:

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

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
Adsolutions.yp.com/practicalmarketing
Be Sure to REGISTER for the 4th in the Series
October 24, 11:00 am, pst – learn Social Media with

Zero in on Customers Who Matter Most to Your Business

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