In the past few weeks, I’ve been confronted multiple times by the question of whether social media is truly worthwhile for local businesses. The question comes from companies feeling the pinch of costs while also desiring to promote themselves adequately. The ROI may not be clear in many cases, so let’s examine it. First of all, businesses have been propelled toward being involved in social media because marketers are attracted to any channels or arenas that large swaths of consumers gravitate to. As the usership of various social media services has grown, the rule-of-thumb is that their worth as a promotional vehicle has grown as well. Advertisers want eyeballs. Where Are The Eyeballs? According to Experian Hitwise, Google and Facebook are both the top websites in terms of number of visits: No one particularly questions the value of Google as a source for customer referrals to businesses; (although, some debate the ROI of PPC advertising for some companies/industries), … [Read more...] about Is Social Media Worthwhile For Local Businesses?
Seo for local business
Online marketing experts have spent a lot of time providing advice on managing online ratings and reviews for local businesses — but reputation can have much broader impact than your reviews in Yelp and Google. There’s hardly a business out there that doesn’t have an occasional issue arise with a customer. Ideally, you can resolve things before it reaches a point where a customer believes they can only get satisfaction through a public forum or feels they ought to warn people about your business. The internet has made it so the barriers between one customer and another are far reduced — word-of-mouth can now travel almost literally at the speed of light! But, if you’ve prepared and planned for how to handle online criticism of your company, the impact of one or two complaints can be much reduced, and you may be better able to respond effectively and rapidly to minimize monetary impact. You Can’t Opt Out Of Reputation Management For many small … [Read more...] about 10 Pro Online Reputation Management Tips For Local Businesses
In August, we at BrightLocal ran our annual survey looking at which digital marketing channels generate the most traffic, phone calls, quality leads and ROI for local businesses. We dub this the “Local Clicks & Calls” survey. The objective of the survey is to better understand which digital channels take up the most time/effort, which deliver the greatest leads, and which provide the best ROI. With incomplete data available in Google Analytics — and many conversions happening offline — this survey mines the knowledge and insights of SEOs/business owners about the channels that they witness driving their customer acquisition. In this year’s survey, we had 477 respondents who had worked to optimize more than 8,200 locations in the last 12 months. The respondents were made up of search agencies (38 percent), small business owners (28 percent), search consultants (26 percent) and Web designers (8 percent). We hope that these findings will provide useful … [Read more...] about Local Search Voted Most Powerful Channel For Local Businesses
On May 18, Google brought hundreds of developers together for Google I/O, its annual developer conference. Hot topics included artificial intelligence, natural language processing, voice recognition, translation and new product announcements — Google Home, Google assistant and Allo. Maybe you’ve heard about some of these, but I’m going to share thoughts on how you should adapt your local marketing to these developments. But first, a brief recap of some of these announcements. Google Home is Google’s answer to Amazon’s Echo. It’s a voice-activated speaker-like device that can intelligently listen to commands, return answers to queries from Google Search, control home automation, play music and set appointments using a new platform called Google assistant. Allo is Google’s new messaging app. It uses integrated machine learning and continues to learn your style over time, making it more convenient for users to get things done — make … [Read more...] about The future of voice-related SEO for local business
Nintendo’s Pokémon Go, a free augmented reality (AR) mobile game, is on fire. According to Similar Web, the Android version of the app was installed on more than 5% of all Android devices in the US within two days, giving it an install base larger than Tinder, the popular dating app. And with more than 60% of US users who have downloaded the app using it daily, SimilarWeb estimates Pokémon GO’s daily active users count will surpass Twitter‘s. What’s more: Pokémon GO players are highly engaged, spending far more time in the app than they do with some of the most popular social apps, including WhatsApp, Instagram and Snapchat. Pokémon GO, which calls on players to hunt for the virtual creatures in the real world through an AR experience, has caused Nintendo’s stock to rise nearly 25% since its release even though it could be a while before Nintendo’s profits from the game move the needle. But while Nintendo might not not … [Read more...] about Will Pokémon GO become a marketing platform for local businesses?