combining search & social media for local marketing success 11/12/15

Combining Search & Social For Local Marketing Success

#SearchIsSocial

Dave KerpenCEO, Likeable Local

Jeffrey ChewExecutive Director of Product Management, YP

©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

©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

©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

©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

©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

©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

©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

©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

©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.

©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.

Social Media IS The New Word of Mouth

@DaveKerpen | #SearchIsSocial

Social Media = The New Word of Mouth

@DaveKerpen | #SearchIsSocial

@DaveKerpen | #SearchIsSocial

Social Ads=Word Of Mouth at Scale

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

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

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

Follow the 10 Commandments of Content Creation

~From our Free eBook SocialContentEBook.com ~

1. Give your followers a reason to engage2. Think positive3. 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 Rule8. Keep It Timely 9. Use Visuals To Enhance Your Message10.Tell a Story

Engage through: educating, entertaining, & inspiring (+ occasionally promoting)

Create A Content Balance

@DaveKerpen | #SearchIsSocial

2. Listen and Respond. To Everyone

“Life is 10% what happens to you and 90% how you react to it.”

-Charles Swindoll

@DaveKerpen | #SearchIsSocial

Responsiveness is No Longer Optional.

@DaveKerpen | #SearchIsSocial

LAST: Listen, Apologize, Solve, Thank.

@DaveKerpen | #SearchIsSocial

The 4 Most Important Words in Social Media “I’m Sorry & Thank You.”

@DaveKerpen | #SearchIsSocial

Use Your Unique Brand Voice.

@DaveKerpen | #SearchIsSocial

Respond to Positive Comments Too.In Your Own Unique Voice.

@DaveKerpen | #SearchIsSocial

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

It started with big brands, but now it’s happening to SMBs

Only a small portion of their following reached organically!

@DaveKerpen | #SearchIsSocial

oSmart HypertargetingoLookalike & Custom AudiencesoWebsite Traffic Retargeting

Social Ads: Quick Wins That Work

@DaveKerpen | #SearchIsSocial

Hypertargeting: Reach Exactly Who You Want To

@DaveKerpen | #SearchIsSocial

@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

4. Use Tools To Help You Share Stories.

@DaveKerpen | #SearchIsSocial

Tools We Love

@DaveKerpen | #SearchIsSocial

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

TurboPost™ Technology

@DaveKerpen | #SearchIsSocial

Likeable Hub Site

@DaveKerpen | #SearchIsSocial

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

Questions | Grand Prize!

@YPForBusiness | @DaveKerpen | #SearchIsSocial

Redeem your Likeable savings at LikeableDemo.com or call 212-359-4347!

Likeable Local: TWEET: @LikeableLocalEMAIL: contact@LikeableLocal.com PHONE: 212-359-4347

YP Marketing Solutions: TWEET: @YPForBusinessPHONE: 888.896.8807

Learn More about YP Marketing Solutions at MarketingSolutions.YP.com!