attorney yp google - presentation

PowerPoint Presentation

Big thinking to power your businessINTRODUCTION TO EVENT :

Make sure everyone has helped themselves to food, is seated and ready to start, and understands where bathrooms areMute your phoneCant take a videoYou have a notepad and pencil in front of you to take notesWe will answer your questions at the end, and you can also send questions to [email protected]

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YP is a leader in digital marketing solutions for local businesses.

Big thinking to power your business 2016 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.

The video does a great job of summarizing how YP views our relationship with small businesses, like yours. We have evolved from the Yellow Pages, a trusted brand for over 130 years, into a full service marketing partner, specializing in digital marketing. Our mission remains the same; we help connect local businesses with potential customers wherever they are mobile, online and in print. Here is a quick snapshot of who we are today: YP has relationships with over 500k small business advertisers across the USWe manage all kinds of business marketing plans from less than a $1,000 a month (which is probably the minimum to be successful in a market like this) to $50k a month. We are especially proud of how effective our largest campaigns run and the positive feedback we hear from our customers.We are the #2 local search destination in the USYP has over 23M business listings on our yp.com site and the YP app. Studies have shown that searchers on yp.com are 20% more likely to buyIDC has ranked YP as #5 in US mobile internet search ad revenue in 2014 and 2015YP delivered over 500K search campaigns last year for 30K search customers. This means we have created and optimized a SEM campaign for almost every vertical or business category, and have developed best practices to create effective campaigns. YP not only offers a broad range of marketing solutions, but also has a powerful local ad network. There are over 2.3B searches conducted on the YP Local Ad Network yearly. The YP Local Ad Network includes sites such as Yelp and Yahoo, and enables local businesses to reach nearly 100 million unique users each month through a single ad buy. No other company offers this capability for local businesses.2

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.

Local Breakthrough Forum YP video3

Online marketing can be confusingYP helps you cut through the clutter and makes marketing easy.

Big thinking to power your business 2016 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.

Lets do a quick poll to understand how this local market looks. Raise your hand if you have a smartphone (important to NOT say iPhone since Google is here)Raise your hand if you have a tabletRaise your hand if you have a facebook profile. If you have ever posted on FB.Raise your hand if you have ever read a review to influence your decision. If you have ever posted a review.One of the reasons that YP is so good at connecting business owners with local consumers is that we know how they search. Think of your customers-they are the same as you and me. Do they use their mobile phones? How about a tablet/iPad? How many others use promotions and coupons that they receive in the mail?

The answer is all of themEveryone finds local businesses in different ways. Our job is to get you in front of them, regardless of how they search.

In fact, if someone asked me what a typical consumers buyers journey looked like, I would probably draw something like this. They go from site to site, platform to platform, really fast. How can you predict what any one person likes more than another? One shopper loves YP, another uses google, another group uses their print book and this is an important medium as well (IR only) they are all going all over the place, quickly. As a business, how can you be expected to manage this environment?

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6The local marketers challengesGrowing & driving quality leads to your businessIncreasing your overall awarenessReaching the right audience at the right time in the right placesGetting rid of the obstacles

Big thinking to power your business. 2016 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.

What this fragmented buyers journey means for you is that it is harder than ever to gauge success and meet customers where they are searching. We are seeing how consumer behavior is making it challenging for local businesses and here are some of the most frequently heard challenges: Growing and driving quality leads to your businessIncreasing overall awareness in areas that matterReaching the right audience at the right timeBreaking through marketing obstacles

Today, youll learn about search and mobile trends that impact how your customers buy and what you need to do to attract those customers. At the end of the day we want you to walk out of here with some key takeaways that will help you run your business and grow your business.

Before we get to the main presentation, lets look at a brief video that, I think, expresses how some you may feel about searching online today.

PLAY VIDEO

Now, lets welcome Jack Litz/ Les Kollegian, our keynote speaker who will share key marketing tips and insights from Google.

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Winning the biggest opportunityin the smallest moments


Joshua FinlyDigital Advertising Strategist

Joshua Finly

AdWords Certified

3 years experience growing local digital presence for attorney's

Bachelors Degree in Marketing from New York University

Proprietary + Confidential

Immediacy of action

High expectations

Unscripted decisions

62% of smartphone users are more likely to take action right away because of smartphones77% of those who encounter a mobile site that wasn't optimized dont push throughMobile users are 20% more likely to make an impulse decision

Mobile has changed how we act and react in life

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat semProprietary + Confidential

We dont go online. We live online.


MICROMOMENTSOUR BIGGEST OPPORTUNITYis theSMALLEST MOMENTS


Proprietary + ConfidentialHow do I find more customers?How do I stand out in a cluttered marketplace?How do I drive sales and grow my business?



REACH qualified clients with presence at the relevant moments

IMPACT the purchase decision by winning the moments that matterDrive measurableRESULTS

How do I find more customers?How do I stand out in a cluttered marketplace?How do I drive sales and grow my business?


REACH qualified clients at scale



1B+

1B+

1B+

1B+

1B+

1B+

1B+

1B+ Google usersReach millions of people, across their entire day



94%of US digital population can be reached with Google.

100BSearches happen globally. Reach your audience where they are.Reach source: comScore MediaMetrix, Sept 2015



I-want-to-know moments66% of smartphone users turn to their phones to look up something they saw in a TV commercial

53% of online video viewers watch online video to be inspired or entertained

YouTube is the #1platform 18-34 year-olds choose to explore their passionsI-want-to-watchwhat-Im-into moments

65% of online consumers look up more information online now versus a few years ago

I-want-to-go moments82%of smartphone users use a search engine when looking for a local business

I-want-to-domoments100M+ hours of how-to content have been watched on YouTube so far this year

I-want-to-buymoments29% increase in mobileconversion rates in the past year

2X increase in near me search interest in the past year91% of smartphone users turn to their phones for ideas while doing a task82% of smartphone usersconsult their phones while in a store decidingwhat to buy

Okay - youre ready to be there in the micro-moments that matter to your brand. But how do you get started, since there are millions of potential moments? A good guiding principle is this: be there across all stages of the consumer journey, not just when someone is ready to buy.

To accomplish this, consider five key moments types that represent the full range of needs people have.I-want-to-watch-what-Im-into moments: this is the moment when someone is looking to explore their passions and be entertained through engaging content.

I-want-to-know-moments: this is the moment when someone is exploring or researching, but not yet in purchase mode. They want useful information and maybe even inspiration, not the hard sell.

I-want-to-go-moments: this is the moment when people are looking for a local business or are considering buying a product at a local store. Being there means getting your physical business in their consideration set in that moment.

I-want-to-do-moments: These moments may come before or after the purchase. Either way, these are how to moments when people want help with getting things done or trying something new. Being there with the right content is key.

I-want-to-buy-moments: These are huge, of course. Someone is ready to make a purchase and may need help deciding what or how to buy. You cant assume theyll seek you out; you have to be there with the right information to seal the deal.

I-want-to-watch:53% of online video viewers watch online video to be inspired or entertainedYouTube is the #1 platform 18-34 year-olds choose to explore their passions

I-want-to-know:65% of online consumers look up more information online now versus a few years ago66% of smartphone users turn to their phones to look up something they saw in a TV commercial

I-want-to-go2X increase in near me search interest in the past year82% of smartphone user use a search engine when looking for a local business

I-want-to-do:91% of smartphone users turn to their phones for ideas while doing a task100M+ hours of how-to content have been watched on YouTube so far this year

I-want-to-buy82% of smartphone users consult their phones while in a store deciding what to buy29% increase in mobile conversion rates in the past year

Source: Think with Google: https://think.storage.googleapis.com/docs/4-new-moments-every-marketer-should-know.pdf

I-want-to-know moments

I-want-to-watchwhat-Im-into moments

I-want-to-go momentsI-want-to-domomentsI-want-to-buymoments66% of smartphone users turn to their phones to look up something they saw in a TV commercial53% of online video viewers watch online video to be inspired or entertained

YouTube is the #1platform 18-34 year-olds choose to explore their passions65% of online consumers look up more information online now versus a few years ago82%of smartphone users use a search engine when looking for a local business

100M+ hours of how-to content have been watched on YouTube so far this year

29% increase in mobileconversion rates in the past year

2X increase in near me search interest in the past year91% of smartphone users turn to their phones for ideas while doing a task82% of smartphone usersconsult their phones while in a store decidingwhat to buy

I-want-to-know moments

I-want-to-watchwhat-Im-into moments

I-want-to-go momentsI-want-to-domomentsI-want-to-buymoments

Consider the most searched topics for your industry. Try those searches on desktop and mobile. Are you there, and do you like what you see?

What is the share of consumer intent youre capturing with your mobile marketing strategy? How big is the gap versus desktop? How big is the gap versus your peer set?

Are you only there at the bottom of the funnel or are you there across the full range of consumer needs, wants, and curiosities?

Are you also considering the various contexts of those needs, and are you adjusting your strategy accordingly?

IMPACT the purchase decision by winning the moments that matter



Consumers expect and deserve amazing mobile experiences.

Larry Page, Co-Founder Google

6-Point Mobile Site UX Review

{screenshot}

Tip: Make your site is mobile responsive.

The mobile site requires users to pinch-to-zoom

Tip: Make sure promotions do not interfere with navigation and are clearly distinct from calls-to-action.

This landing pages has a promotion blocking site navigation

Offering a prominent click-to-call button can keep users from dropping out of the funnel when they need to provide complex information.

The mobile site does not have a clickable phone number

Tip: Feature your primary calls-to-action in your most prominent site space.

The landing page has a clear call to action

Tip: A shorter menu with distinct categories is easier for mobile visitors to navigate.

The mobile site contains a mobile-friendly menu

Tip: Place your site search near the top of your homepage via an open text field.

The mobile site has a site-search functionality

go/everythingmobile


testmysite.thinkwithgoogle.com/

Be ThereBe Useful

Impacting decisionsin a mobile-first world

Be Quick

You have a chance to win your competitor's customers

Consumers arent brand committed

Simply being present in the right moments drives brand awareness

Showing up in mobile search ad can increases brand awareness by 46%

of smartphone users have discovered a new company or product when conducting a search on their smartphones

smartphone users have purchased from a company or brand other than the one they were seeking because of information provided in the moment they needed itJust showing up brings your business into considerationBe There

of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brandof smartphone users have bought from a brand other than their intended one because the information provided was usefulof smartphone users say they're more likely to buy from companies who customize information to their location

Without utility in the moment, customers will move on, and they will not come back.

Be Useful

I Want it Now

Be Quick

of smartphone users will immediately switch to another site or app if its too clumsy or slow

of customers will abandon a site that takes over 3 seconds to load

Dissatisfied visitors will never return to a website where problems have occurredIf speed thrills, friction kills

Be Quick

Provide alternatives to finish the transaction Implement one-click functionality Design efficient formsAction: Eliminate StepsBe Quick67%of smartphone users who switch to another site or app will do so because it takes too many steps to purchase or get desired information

Put calls-to-action for primary activities in a prominent spot Be Quick61%of smartphone users are more likely to buy from mobile sites and apps that customize information to their location

Use customers past behavior Take advantage of built-in GPS capabilities

Action: Anticipate Needs

What is the key action you want users to take on your mobile site or app? How long does it take to perform it?

Which functions on your mobile site are absolutely, positively, undeniably essential for your customer?

What do you already know about your customer that can help you anticipate their needs?

How long does it take for your site to load? Key QuestionsBe Quick

Drive measurable RESULTS



Client clicks on AdWords search ad on computer, tablet or mobile deviceClient calls practice

Client visits practiceDetermining how online ads lead to store visits will help to measure the full value of your online ads

Measurement: Your Data is Equally Important

Everyday, your practice has countless conversations with clients.Take advantage of the experts in the room today and maximize your most profitable Micro-Moments

Consumer micro-momentsMoments that matter to your brandMomentsGoogle canhelp you win

LEADGENERATIONCALLS TO YOUR BUSINESSMOBILE COMMERCECROSS-DEVICEAPP DOWNLOADSSTORE VISITSSITE TRAFFICUSER ENGAGEMENT

A Google Partner can help you get more:

REACH better qualified clients at scaleIMPACT the purchase decision to win the moments that matter

Drive measureable RESULTS


Thank-You

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.

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