- Knowing a little about SEO can make you dangerous
Everyone knows a little about SEO, (knowing how to spell S-E-O doesn’t count.) If you provide digital marketing services to SMB’s, it’s important to know what goes into search engine optimization. But knowing what goes into it, is not the same as actually doing it. Good SEO is hard work, and it takes more than adding a few key words to a website’s title. Unfortunately there are a number of service providers in the world that read a book, take a class and start to spread the word that they know how to optimize local business websites. And when they do, they end up making rookie mistakes that cost them, and their client. There are common errors to avoid if you are providing this type of consultation. If you want to see a short list of 6 of these mistakes, check it out here @SearchEngineLand, Jan. 15.
- Most local searches DON’T start with search engines
It’s a well known fact that Google rules for search, right? We don’t refute that. But that is a fact based on a mathematical metric, being that search engines are the the largest “single” starting point for all local searches. According to a recent study from IDC Research, 36% of US adults surveyed started local searches on major search engines. Ok, so what about the other nearly 2/3’s of adults? They started their online searches across a number of websites, ranging from multiple online directories, customer reviews, business websites, coupon or deal sites, or even mapping sites. This is an incredibly important aspect of local search that local businesses and marketing service providers must note. The simple fact of the matter is that having a high rank on major SERP’s is important but it only impacts 1/3 of the originating search (or shopping) process. Making sure online directory listings are correct and consistent, managing online reviews, having a strong website that functions across all platforms is also just as important. So if you are a local business, you need to make sure your digital strategy is multi-faceted. And if you provide digital marketing services,, your client recommendations need to include methods to optimize across all of these destinations. Digital strategies have never been one-dimensional, and that has never been more the case than it is today. For more detail on this, check out SearchEngineLand, Jan. 18.
- Retailers are “goin’ mobile”…but not sure if it’s working
Most retailers know that they need to be mobile. They know that almost all of their customers are there now. But whether or not they are there because of the retailer’s mobile site or application is something else. Many retailers today are not sure if they are converting with their mobile presence. Regardless, it’s not something to ignore. And some are willing to continue experimenting. Here’s a brief on what several retailers are seeing, and doing, about trying to improve their mobile presence, @Digiday.com, Jan. 20.
- The secrets to successfully selling marketing services to local business…the devil is in the details
You’re a local business. You get contacted by marketing service providers nearly every day. Yet you listen to only a small handful of them. And you buy from an even smaller number. If you are on the other side, that means you are one of those calls and you want to be the one they buy from. What’s the secret? Well, just like many things, the devil is in the detail. Knowing how digital media works is just one aspect, and frankly it’s the easiest. How those discussions start with local clients, how you reach them, how often you reach out to them, what you say to them, and the method that you reach out to them all matter. It’s Sales 101 in 2016. But this is a graduate program, and successful marketing consultants have advanced degrees. For a peek into 5 practices that successful vendors use in selling to SMB’s check out StreetFightMag, Jan. 21.
- Advertising on social media platforms is growing…but which one is the best?
That was a trick question, because I am not going to definitively state which one is best. And frankly, the answer really depends on what you are trying to accomplish. Let’s just say that social media is growing rapidly, and if you are an SMB you are either currently advertising on one or several social media channels or seriously considering it. And if you provide marketing services, you absolutely-and-positively-without-any-shadow-of-a-doubt should work on becoming very knowledgeable about what all social media channels can do, how to make them work for local businesses, and the best way to advertise on the platforms.
Facebook is still the leader overall, it’s getting more expensive but when executed well, is a very strong platform. Twitter is still growing and Instagram is virtually exploding, but both offer limited hard advertising opportunities for SMB’s. LinkedIn has a specialized audience, a little smaller in size than others, but a fiercely loyal and very lucrative one for advertisers. So, which one(s) to use? Probably best to take it slow, and make use of the ones that will provide the biggest bang to start with. There are no hero’s in social media advertising today. But to start with, you should probably know the difference between the channels, so you can start to become the expert you really want to be. For a run down (it’s from 2015 so numbers have changed slightly, but relative scale is still the same) on several social media channels including size, audience focus and advertising pro’s and con’s, check out FT.com, April 2015.
The Local Strategist 