“Consumers Are More Connected Than Ever” #SFSBW2016 Interview: YP
#SFSBW2016 asked our sponsors to share insights, best practices, and examples of how they help small business owners flourish. Today we hear from Matt Condensa, Executive Market Manager at YP.
What is your company’s mission?
YP is a leading local marketing solutions provider, dedicated to helping local businesses and communities grow. With nearly 70 million users across YP properties, we help connect local businesses with consumers wherever they are, on whatever device or medium they use. We’re the #2 local search destination in the US, delivering an audience that’s 20 percent more likely to follow through with a purchase. Our marketing solutions are backed by more than 4,000 local media consultants and customer service professionals in local cities across the country.
How does your organization support and engage the small business community?
Consumers are more connected than ever before, and they have more choices to find businesses that meet their needs. Whether starting a small business or looking to expand an existing one, it’s hard to imagine a bigger challenge than marketing a business in these changing times.
At YP, we believe in being consultants. By that I mean we remain on top of industry trends and changing technology. We take a consultative approach, learning about aspirations, needs, near- and long-term goals, target audience preferences, critical business and industry issues. Based on that input, we collaborate with the business owner to create a marketing plan that addresses those needs and goals. We establish ROI expectations that are both real and measurable. And we use everything within our technological arsenal to help local business owners reach customers, wherever they are.
What tools and resources has your organization created to help small businesses tap into new opportunities to reach new customers, increase their revenue, and grow their business?
YP has also invested heavily in advancing its portfolio of marketing services to better serve the needs of local business owners. We provide them access to the same kinds of tools and technology that the big brands use, but with the personal service of an individual consultant. We partner with small businesses to develop tailored marketing programs that meet specific needs and budgets.
To that end, we have an established and proven track record. YP performs marketing campaigns for nearly half a million customers. With proprietary optimization technology and premier partnerships that include Google, Yahoo and Bing, local businesses can rely on YP to build successful and sustainable marketing campaigns.
What are the trends you see when you think about the small business marketplace, and how will these trends shape the future of small business?
High touch is in, self-service is out. Websites, SEO, SEM, Facebook, text, email, Pinterest, Instagram… small business owners have become overwhelmed with marketing options. Initially spurred by the introduction of Google AdWords, “DIY” has bowed to “DIFM” (Do It For Me) or “DIWM” (Do it With Me). Fatigued business owners want to understand what’s working and what’s not, and they want our help in doing so. Experienced marketing consultants like YP that cater to small business needs by way of consultative, high-touch services will proliferate and prosper, much in line with the maturing of social media use and greater adoption of robust Customer Retention Management (CRM) programs.
Can you share one brief story about how your company is helping San Francisco businesses thrive?
The Reverse Mortgage Group, a branch of American Pacific Mortgage Corporation, opened its doors in 2009 to focus on helping SF Bay area seniors fortify their financial security and enhance their retirement years. But as recently as 2012, The Reverse Mortgage Group was a one-employee company. That’s the year owner Beth Miller-Bornemann doubled-down on her YP ad program to add search and direct mail to an already successful print ad campaign. The return on investment exceeded her expectations, and Beth has since expanded her YP programs to focus on additional markets in Northern and Southern California. But her ties to the Bay Area remain as strong as ever. The Reverse Mortgage Group now employs six fulltime staff with 55 years of combined industry experience, and they’re looking to expand even further. You can learn more by clicking here: The Reverse Mortgage Group.
What words of advice or wisdom would you like to share with small business owners?
Like I mentioned earlier, consumers are more connected than ever before, and have more choices to find businesses that meet their needs. It’s hard to image a bigger challenge than marketing a business in these changing times. That’s why it is essential to establish a relationship with marketing consultant that’s built on trust. Someone that first listens, then collaborates on a plan that addresses your needs and goals. Someone that will help you establish expectations and then measure success against that bar.
YP can do that.