get found with local search marketing

Haines Publishing, Inc.

Started in 1993

15 directory territories

Distribution of nearly one million telephone directories.

In 2013, Haines Publishing was rebranded as

Haines Local Search, expanding its Print, Internet,

and Mobile advertising solutions.

A subsidiary of

Haines & Company, Inc. was founded in 1928

Haines & Company’s products include

Direct mail services

Fund-raising services

Real estate data

Telephone directories

WE ARE

do businesses advertise?

are your customers?

Why

Who

BUSINESS TELL US THEY ADVERTISE FOR

WHO ARE YOUR CUSTOMERS?

Marketing

in the

“Good Ole

Days”

Easy

blogBad

Reviews

Marketing

Today

Hard

Today’s Small Business Owners

are Faced With...

Too many

choices

Not enough

time

Little marketing

expertise

National franchise

competition

Constant changes in

the digital world

Who to trust with their

marketing

Problem:

You Need A

Marketing Partner!

Solution:

Let Us Do The Work

For You!

WHATWE DO

where

today’s

consumersare looking

We help you

get found

WHERE CONSUMERS SEARCH FORYOUR BUSINESS

90%OF MOBILE SEARCHERS

CALL,VISIT OR BUY

WITHIN 24 HOURS3

61%OF ONLINE CONSUMERSMAKE A

LOCAL PURCHASE1

65%OF YELLOW PAGE USERS

MAKE A PURCHASE

ONTHE SAME DAY2

PCs, Laptops

& Tablets

Print & Internet

Yellow Pages

Smartphones

& Mobile Apps

1

2

3

1 SEARCH ENGINE LAND, 2011

2 2012 LOCAL MEDIA TRACKING STUDY, BURKE INC.

3 MOBILE MARKETER, 2012

Consumers use a

COMBINATION

of both

SEARCH ENGINES

&

YELLOW PAGES

to find

local businesses1


on

all

three

You need to be found

BASIC

WebsiteMobile Website Print

Yellow Pages Claimed

Listings Listing

Management Social

Media Page

ADVANCED

Video

Review Generation2+ Social Media Profiles

Reputation Monitoring

Back Cover Ad On Phone Book

Online Display Advertising

AGGRESSIVE

Pay Per Click

Optimization

Social Media Interaction

Multi Heading Yellow Page Ads

Display & Retargeting Ads

LOCAL SEARCH SUCCESS FACTORS

Get

Found

Build Brand

Grow Sales

1 EMARKETER, DECEMBER 2011, BORRELL ASSOCIATES, 2011

2 SEARCH ENGINE MARKETING AND ONLINE DISPLAY ADVERTISING INTEGRATION STUDY, IPROSPECT, MAY 2009

Consumers spend over25% of their media-viewing time on the internet.1

Display Advertising places your ad next to content on

popular websites that are relevant to what’s being offered.

WHY DISPLAY ADVERTISING IS IMPORTANT

Build Your Brand and Increase Top-of-Mind Awareness

27% of Internet users respond to display ads by searching for

your product, brand or company on a search engine.2

Zero in on Your Ideal Audience

Display advertising can zero in on consumers based on their

location, demographic, and/or behavior.

Advertise Locally on Nationally-Recognized Websites

Brand yourself to local consumers on nationally-recognized

websites like ABC.com, CBS Local, ESPN, HGTV, PBS and more.

HOW WE HELP

Your display advertising campaign is run across our network of

thousands of high-brand, high-traffic websites that reach over

92% of the online audience.

DISPLAY

ADVERTISING

Having “owner-verified” business listings helps your online visibility.Claiming your business listing tells the search

engines your business is legitimate!

WHY BUSINESS LISTINGS ARE IMPORTANT

Improves Search Engine Ranking

Being listed on top local directories improves search

engine ranking. More listings means you’re more likely to

appear above a competitor who has none.

Missing or Inaccurate Listings Hurt Search Engine Ranking

50% of business owners have seen listings for their businesses

that are not accurate.1

Missing Information Means Customers Can’t Find You

One third of searchers give up on a business when they can’t

quickly find the information they’re looking for.2

HOW WE HELP

We claim your listings on the top 20 local directories like

Google, Yahoo, Bing, Yelp, Foursquare, Citysearch and more.

We submit your business information to a network of over 250

local search platforms reaching 90% of online consumers.

We enhance your listings with additional information, such as

hours of operation, payment methods, and so forth.

1

There are hundreds of local directories and review sites you need to be listed on

.com

Siri

2

1 Constant Contact: Why Small Business Owners Need to Pay Attention to Mobile & Local Search,, 2012

2 2014 Local Search Usage Study: Bridging the Gaps, From Search to Sales, comScore and TMP Directional Marketing

PREMIUM BUSINESS LISTINGS

Social Media profiles on

WHY SOCIAL MEDIA IS IMPORTANT

Local is Now Social

Local profiles now include a “social layer”—the ability to post

updates and interact with people.

73% of Adults Use Social Networks

69% of consumers are more likely to use a local business if it

has information available on a social media site.1

Social Media Pages Can Appear in Search Results

Just like your website, your Google and Facebook profiles have

the potential to be found in an online search.

3 HOW WE HELP

ENHANCED Social Media PROFILES

We’ll create enhanced Google and Facebook profiles, or

customize your existing ones:

NO ENHANCED CONTENT

1 2010 Local Search Usage Study

+

Logo &

Cover Photo

Map

Location

Address, Phone,

Website,

Business Type

Business

Description

WITH ENHANCED CONTENT

Business Name,

Address, Phone,

Website, etc.

&

PREMIUM BUSINESS LISTINGS

1 UNDERSTANDING THE MOBILE CONSUMER, GOOGLE/IPSOS OTX MEDIACT, MAY 2012

2 MOBILE MARKETER, 2012

95% of smartphone users business information.

have a mobile-ready

WHY MOBILE IS IMPORTANT

Consumers use Smartphones to Find Local Businesses

58% of smartphone users look for local information at least

once a week; 27% look daily1

Mobile Searchers Take Action Immediately

70% of mobile searchers take action within one hour2

Mobile Searchers Abandon Non-Mobile Sites

61% will leave a non-mobile site for a competitor’s whose is3

have searched for localYet, only 33% of businesses website.

3 CONSTANT CONTACT: WHY SMALL BUSINESS OWNERS NEED TO PAY ATTENTION TO MOBILE AND LOCAL SEARCH

HOW WE HELP

We build “thumb-friendly” mobile websites designed to display

properly on smartphones and tablets:

MOBILE WEBSITES

Non-Mobile Mobile

the search engines, the your website. More

website sales and revenue.

HOW WE HELP

We improve your natural, unpaid search ranking, increasing web

traffic to your site through:

Keyword consultation & selection

Onsite edits to your website

Link-building

Article and blog submissions about

your business and services

Links from social bookmarking sites

like Reddit, StumbleUpon, etc.

1 2012 DIGITAL INFLUENCE INDEX/FLEISHMAN-HILLARD AND HARRIS INTERACTIVE

2 COMSCORE, 2012

The higher you appear in easier customers can find

visits directly impacts

WHAT IS OPTIMIZE ?Optimize helps you be found on Google, Yahoo! and Bing when

consumers are searching for the products or services you offer.

WHY OPTIMIZE IS IMPORTANT

Research Begins with a Search

89% of consumers use search engines to make purchasing

decisions.1

Finding a Local Business Begins with a Search

59% of consumers use Google every month to find a local

business.2

Buying Begins with a Search

44% of online shoppers begin by using a search engine.3

OPTIMIZE

3 INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012

OPTIMIZE

Duplicate Content Review & Reporting: Au-

dit website content and (if needed) recom-

mend changes to avoid duplicate

content penalties with search engines.

Onsite Optimization & Implementation

(Images, Content, Meta Descriptions, Title

Tags, Keywords): An in-depth content audit

will be performed on the client’s website. This

audit will ensure that the client’s website has

quality content that is optimized and highly

relevant in the eyes of search engines.

2

1Feature based on existing blog on business’s website. If no blog

is available, Haines will create a blog on Blogspot.com and link to

business website.

2Feature based on business Google+ profile, Haines reserves the

right to substitute other features when not available.

Monthly Review Call

YouTube Channel & Video Creation21 Video 2 Videos 2 Videos 2 Videos 2 Videos

Custom Article Content & Publication24 Articles 5 Articles 6 Articles 6 articles 7 Articles

Google Authorship Setup & Blog Posts2

OPTIMIZE PACKAGES & FEATURES Account Setup & Login: Captures essential

information needed in order to begin optimi-

zation and set up account.

Keyword Selection Consultation: Each client

benefits from important research and analysis

that helps select the best keyword search

terms for a successful campaign.

Ranking & Reporting: Every campaign bene-

fits from useful and easy-to-understand re-

ports, which are updated in real time and pro-

vide a single location to track rankings, traffic,

and overall progress made throughout a cam-

paign.

Google Analytics & Webmaster Tools:

Our team will set up, install and monitor

both Google applications.

Social Bookmarking: Keyword focused links

to your site in the form of bookmarks within

social bookmarking communities. We book-

mark your website where other users and

search engines can see it.

Directory Submissions: Submissions to top

online directories will quickly build links to

your website that search engines can see.

These promote keywords and categorize your

business.

Dedicated Account Manager: Personal ac-

cess to an SEO expert who is assigned to your

account and knows your campaign history

and needs.

Monthly Review Call: In addition to a dedi-

cated account manager, you will have a

scheduled monthly review call to discuss cam-

paign progression, strategy, and next steps.

YouTube Channel & Video Creation: Setup

or optimize business YouTube channel, includ-

ing an “About” write-up. Create and post re-

lated videos.

Custom Article Content & Publication +

Blog Post Creation: Original content written

about your keywords and linked to your web-

site URL. This helps build lasting, relevant,

and powerful links.1

Google Authorship/Publisher Setup: Status

within Google to link created content to a

specific domain and author or publisher to

increase visibility, credibility and search engine

results.

Number of Search Terms11 2 3 4 6

Account Setup & Login

Keyword Selection Consultation

Ranking & Reporting

Google Analytics & Webmaster Tools

Social Bookmarking

Duplicate Content Review & Reporting

Onsite Optimization & Implementation

Directory Submissions

Dedicated Account Manager

4 Blogs 8 Blogs

Haines-built websites only

1 Search Term = Keyword (e.g., dentist) + Location (e.g., columbus

oh). Number may vary depending on competitiveness of industry and

SEO strategy. Competitive industries (law, medicine, contracting, etc.)

benefit most from more advanced packages.

2 Amount over course of contract.

DeluxeProPlusBasic Starter

Generate leads immediately with Pay-Per-Click

advertising.

Pay-Per-Click (PPC) Advertising places your ad on the top or

right side of the search results page whenever consumers search

for your products or services.

WHY PAY-PER-CLICK IS IMPORTANT

Generate Instant Leads, Sales

Because campaigns can be deployed quickly, PPC has the

potential to generate immediate website traffic, leads and sales.

Target Consumers with a Higher Purchase Intent

Consumers who click on PPC ads have a higher purchase intent.

64.6% click on PPC ads when looking to make a purchase.1

Market to Your “Best” Customer

Target a specific geographical area, or promote your most

profitable product or service.

HOW WE HELP

Pay-Per-Click advertising is a potential minefield if you don’t

understand the nuances of running a successful campaign. We

provide outsourced campaign management so you:

1. Spend less time and money than you would doing it yourself

2. Get more sales as a result

Our team of experts will set up, manage and optimize your Google

Pay-Per-Click advertising campaign.

1 WORDSTREAM, 2012

PAY-PER-CLICK

ADVERTISING

BLOGS

.com

One bad review can cost aren’t monitoring your

could be losing business

WHY REPUTATION MONITORING IS IMPORTANT

One unhappy customer can share a bad experience with

millions of complete strangers.

There are hundreds of websites which anyone—customer,

competitor or disgruntled ex-employee—can write an

anonymous comment or review about your business.

Search engines like Google make bad reviews as findable as

your website.

you thousands of $$. If you online reputation, you

without even realizing it.

HOW WE HELP

Reputation Monitoring lets you know exactly what others are

saying about you online, as soon as they say it.

Our system searches the web for all mentions of your brand

and notifies you via alerts and detailed reporting.

REPUTATION MONITORING

Emails alert you whenever your

name is mentioned online

Stop problems before they cost you money!

1 VALUECLICK MEDIA

98% of consumers leave a the business or making

WHY RETARGETING IS IMPORTANT

Brings Back Visitors Who Have Left Your Website

Retargeting brings back visitors who had left your site by

continuing to advertise to them on other places on the web.

Repeated exposure to your message increases the probability

of return visits to your site by 40%.2

Improves Display Ad Campaign Effectiveness

Retargeting resulted in a 726% increase in site visits within four

weeks of the initial exposure to a display ad.2

Increases Conversions

Retargeting increased Value City Furniture’s conversion rate by

more than 700% and lowered their cost-per-acquisition from

$168 to $29—in just one month’s time.

website without contacting a purchase.1

HOW WE HELP

When someone visits your site, then leaves to visit other sites in

our advertising network, your ad will appear, reminding them of

their previous interest and inviting them to return to your site.

User visits your site

and views what

you offer

User leaves without

contacting you

1

As user visits other

sites, we show him

your ad

3

User is reminded of previous

interest and returns to

complete transaction

4

RETARGETING

2 WHEN MONEY MOVES TO DIGITAL, WHERE SHOULD IT GO? COMSCORE, 2010

2

Advertiser provides

customer list

We contact

customers

We get

reviews

Reviews are

pushed online

1 2013 LOCAL CONSUMER REVIEW SURVEY, BRIGHTLOCAL

Actively soliciting reviews may be your best form of

WHY REVIEW GENERATION IS IMPORTANT

Reviews Directly Impact Revenue and Sales

52% of consumers say positive online reviews make them more

likely to use a local business1

Consumers Seek Out Reviews as Part of the Buying Process

7 out of 10 consumers read online reviews before making a

purchase2

Reviews Improve Search Engine Ranking

Google considers the number of reviews you have as a critical

ranking factor. If you have a lot of reviews, you’re more likely to

appear above a competitor who has none.

from satisfied customers marketing yet!

2 IPSOS OTX , DECEMBER 2012

HOW WE HELP

Our Review Generation service collects reviews from your current

customers, then distributes them to major search engines and

review sites.

2 reviews a month—guaranteed!

REVIEW

GENERATION

HOW WE HELP

We manage your company’s social media profiles by posting

content in your behalf.

+

Up to 100 posts per month, depending on plan chosen

Help with fan/follower acquisition

1 2010 LOCAL SEARCH USAGE STUDY

Market and brand your business by interacting

with consumers on social media.

WHY SOCIAL MEDIA IS IMPORTANT

73% of Adults Use Social Networks

69% of consumers are more likely to use a local business if it

has information available on a social media site.1

Helps Increase Visibility on Google

Google and the other search engines take social media activity

into account as a search factor.

Grows Sales & Customer Loyalty

Companies with the highest levels of social activity grew their

sales on average of 18% per year. Those with the least amount

of social activity saw their sales decline 6% per year.2

SOCIAL MEDIA

2 WET PAINT/ALTIMER GROUP STUDY, 2009

SOCIAL MEDIA

Social Networks: Your choice of up to 3

social networks, depending on which plan

you pick.

Social Creation: Includes page creation,

design (or re-design), and optimization.

SocialSuite: You receive full access to So-

cialSuite, our social media platform, which

allows you to manage all of your social

sites in one convenient location. Capabili-

ties include: posting to multiple networks,

content library, lead searches, reputation

searches, and access to reporting metrics.

Invite Email Contacts: We will upload any

list of email contacts (Excel, Word, or text

file) to your social networks to help build a

following.

Custom Content Calendar: Our expert

team will curate content and create a

schedule based on optimal times to post

for your business. Content is always avail-

able for review through SocialSuite prior

to going live.

Facebook Like Campaign: We will man-

age an advertising campaign on Facebook

designed to generate “Likes” to your Face-

book page, targeting users that fit your

desired demographics.

SOCIAL MANAGEMENT PACKAGES & FEATURES

Starter Plus Pro

Social Networks 1 2 3

Social Creation 1 2 3

SocialSuite

Invite Email Contacts

Custom Content Calendar

Facebook Like Campaign

Facebook Promoted Posts

Reputation Monitoring

Custom Facebook Ads

Monthly Consultation

Active Lead Searches

Custom Graphics (2/month)

Weekly Updates/Posts

Facebook 2 3 4*

Twitter 2 3 15*

Google+ 2 3 4-7*

LinkedIn 2 2 3*

YouTube 2 2 4*

Facebook Promoted Posts: Based on

specific metrics, our team will select top

performing posts to boost in your audi-

ence’s newsfeed to help generate interest,

engagement, and followers.

Reputation Monitoring: Monitor your

web presence and conversations about

your brand around the web to build trust,

address and improve your online reputa-

tion.

Custom Facebook Ads: We take Face-

book Ads to the next level, utilizing cus-

tom graphics and more sophisticated tar-

geting options.

Monthly Consultation: Review the

monthly events/posts for your business

and have all of your social questions

an- swered with our expert team.

Active Lead Search: We will proactively

spend time searching for and connecting

with people talking about your business.

Custom Graphics (up to 2 per month):

When appropriate, our team will create

custom visual content that will enhance

messaging and/or help promote any spe-

cial events or sales you would like to fea-

ture on your social sites.

Weekly Updates/Posts: Number of posts

will vary depending on customer’s plan.

*Based on current industry recommendations which are subject to change.

89% of consumers expect businesses to have a

website regardless of size.1

WHY A WEBSITE IS IMPORTANT

You control your business information

Builds your online authority

Consumers expect you to have one

HOW WE HELP

Domain

We’ll get your domain name (i.e., www.yourbusinessname.com).

Build

We’ll build your site. (1, 3, 5, or 10+ Page websites available.)

Hosting

We’ll publish (host) your site on the web.

Design

We’ll design the site for ease-of-use and flow.

WEB DESIGN

PAGE TITLE

HEADING

CONTENT

URL

HOW WE HELP, continued...

Copywriting

All websites are composed by our professional copywriters.

Optimize

We optimize the content and coding of each page, so that search

engines more easily understand what the site’s about.

1 1&1 INTERNET INC., 2007

Anatomy of a Well-Optimized Webpage

WEB DESIGN

SUPERIOR DESIGNS

10+Page*5-Page3-Page1-Page

* 15 PAGES MAX

WEBSITE OPTIONS & FEATURES

Hosting Y Y Y Y

Domain Name Y Y Y Y

Unique Design N Y Y Y

Choice of Colors Y Y Y Y

Professional Copywriting Y Y Y Y

Contact Form N Y Y Y

Map Y Y Y Y

Photo Gallery N Y Y Y

Social Media Buttons Y Y Y Y

Number of Images 2 10 15 30

Up to 5 Changes Y Y Y Y

On-Page Optimization Y Y Y Y

Google Analytics N Y Y Y

1 YOUTUBE.COM/WATCH?V=QEJCTDNH7CO&FEATURE=YOUTU.BE - OCT. 14, 2012

Google Recommends Yellow Pages.

In a recent video1, Google software engineer Matt Cutts empha-

sized the importance of having a well-rounded marketing strategy

that includes both online and offline media, including Yellow Page

advertising.

YELLOW PAGES - PRINT & INTERNET

Clearly, a combined approach of Yellow Page advertising and

online marketing is the most effective way for small businesses to

reach local consumers.

Matt Cutts heads the Webspam team at Google, and works with Google’s Search Quality team on search

engine optimization issues. He holds degrees in both mathematics and computer science.

WHY THE YELLOW PAGES ARE IMPORTANT

Phone calls from Yellow Pages have increased since 20081

61% of consumers contact, visit or make a purchase after

searching in the Yellow Pages2

20% of U.S. household have no Internet access3

1 2013 AD EFFECTIVENESS STUDY, CRM ASSOCIATES,


3 U.S. CENSUS BUREAU

4 MARKET AUTHORITY, 2013

Baby boomers with most disposable income are heavy Yellow

Page users4

% That Have Used Print Directories

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

20’s 30’s 40’s 50’s 60’s 70+

47%52%

71%

79%

86%

94%

YELLOW PAGES - PRINT & INTERNET

HOW WE HELP

We place your ads in profit creating categories

Complete ad design assistance at no charge

Call tracking lets you know who called and when

Listen in on calls to hear what people are saying and asking

Co-Op programs to lower your investment

Your ads and profile listed online for search engines

Get started today! 800-255-5509

Make sure local consumers

are spending their money with you.