Practical Marketing Education Series -...

© 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.

practical marketing education series.

© 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.

You’ve got small biz marketing questions,

we’ve got practical answers





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 Twitter @tinadstock.

YP is North America’s Largest Local Search, Media and

Advertising Company

Who is YP?

http://transmediamarketingcafe.com/





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

http://www.adsolutions.yp.com/practicalmarketing





practical marketing | meet the panelists.

Ed Peterson | YPSmallBiz Social Media Guruhttps://www.facebook.com/YPsmallbiz

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

www.viewfrominmanpark.com and tweets about his kids, jazz and tacos @ed_peterson

Anna Yum | YPSmallBiz Search Engine Marketing MavenAnna 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 & SEOAbid 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.

https://www.facebook.com/YPsmallbiz

http://www.viewfrominmanpark.com/

https://twitter.com/ed_peterson





for more of your marketing questions & practical answers.

http://www.adsolutions.yp.com/small-business-marketing-center/practical-answers

http://www.adsolutions.yp.com/small-business-marketing-center/practical-answers





small business budgets.





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?





total ad spend distribution.

24%

17%

14%

10%

8%

7%

6%

5%4%4%3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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.



online presence is robust.

Small businesses use all different kinds of digital media.

19.0%

19.5%

20.4%

24.6%

30.6%

32.7%

34.9%

54.0%

60.4%

0% 10% 20% 30% 40% 50% 60% 70%

Blog

Other Social Site

Enhanced Listing in Mobile Site

Google+

Video (YouTube etc.)

LinkedIn

Profile/Landing Page

Facebook Page

Website

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.



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.)

See note in Appendix. Source: LCM Wave 17 (Q3/2013); LCM Wave 16 (Q3/2012) where relevant.

On average,

they spend$4,704 annually,

And this is increasing year over year.



SEO & SEM.





SEO & SEM.

Q: What’s the difference between SEO & SEM?

Q: How do I get started with SEM?

Q: How much does SEO cost?





search engine results page (paid vs organic)

Paid ads

Paid ads

Organic

listings





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?






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?





your turn to ask more questions.http://www.adsolutions.yp.com/small-business-marketing-center/practical-answers







thank you!

Sign Up for Our Next Webinar

March 10 @ 11 am PT/2 pm ET:

http://www.adsolutions.yp.com/small-

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marketing-series/registration

10 Content Marketing Tips

Your Small Business Can Do Nowwith

– Joe Pulizzi, Content Marketing Institute

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