practical marketing education series.

Transcription

1 practical marketing education series. You ve got small biz marketing questions, we ve got practical answers 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.

2 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 Who is YP? YP is North America s Largest Local Search, Media and Advertising Company

3 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

4 practical marketing meet the panelists. Ed Peterson YPSmallBiz Social Media Guru 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 and tweets about his kids, jazz and 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.

5 for more of your marketing questions & practical answers.

6 small business budgets.

7 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?

8 total ad spend distribution. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 3% 4% 4% 5% 6% 7% 8% 10% 14% 17% 24% 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.

9 online presence is robust. Small businesses use all different kinds of digital media. Website 60.4% Facebook Page 54.0% Profile/Landing Page LinkedIn Video (YouTube etc.) 32.7% 30.6% 34.9% Google+ Enhanced Listing in Mobile Site Other Social Site Blog 24.6% 20.4% 19.5% 19.0% 0% 10% 20% 30% 40% 50% 60% 70% 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.

10 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.) On average, they spend $4,704 annually, And this is increasing year over year. See note in Appendix. Source: LCM Wave 17 (Q3/2013); LCM Wave 16 (Q3/2012) where relevant.

11 SEO & SEM.

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

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

14 social media for small business.

15 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?

16 social media for small business. 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?

17 your turn to ask more questions.

18 thank you! Sign Up for Our Next Webinar March 11 am PT/2 pm ET: 10 Content Marketing Tips Your Small Business Can Do Now with Joe Pulizzi, Content Marketing Institute