The Twitter social networking and micro-blogging service was launched only two years ago, but it’s rocketing up in usage numbers quickly, and it seems likely to turn red-hot. Many companies are rapidly cluing into the promotional value, but smaller businesses appear slow to hop on the bandwagon. Here are a few tips on leveraging Twitter to help your locally-oriented business. As oft pointed-out among search marketers, Twitter links do not pass “link juice”—that is, they don’t transfer PageRank value from Twitter to linked-to sites. Even though links in Twitter are nofollowed, there still could be some small value in real ranking terms, according to the theory that “citations” or “references” appear to sometimes help improve rankings in local search. So, at the very least, it’s a good idea to claim a profile in Twitter and link back to your business site. But, the larger value of Twitter to your company may be in terms of … [Read more...] about Harness The Power Of Twitter For Local Marketing
Do you work in digital marketing and do you love it? Are you new to the industry and feeling overwhelmed by it? Either way, all this constant change means people in this industry are always learning and sharing their ideas. In case you hadn’t noticed, the digital world is all around us. For those people still trying to fend off the ‘future’ by disengaging from the digital world, the tide is turning. It’s now getting harder and harder to do everyday things like pay a gas bill, book a holiday or apply for a job without some kind of digital presence. In some parts of the world – like China – you can’t even get a taxi these days unless you are connected to the internet. In the words of Bill Heslop: “You can’t stop progress.” That quote might be lost on anyone who is not Australian, but in the two years since I attended my first ClickZ Live event, the digital landscape has changed phenomenally and there are no signs it’s … [Read more...] about What’s so great about digital marketing anyway?
“Write a blog? Who? Me?” If you’ve ever worked with local businesses, then you’ll be familiar with this response. Far too many local businesses have fallen into the trap of thinking that blogging isn’t for them, it’s for well…bloggers. Unfortunately, they couldn’t be further from the truth. Today, content is so incredibly important from some perspectives: attracting new customers by converting visitors into leads, driving traffic to your website, building authority, and, yes, being found online through search engines. Look at this chart from HubSpot; they found that traffic from blogging activities actually compounds over time. The more content you create, the more it builds over the long run. In the same article, HubSpot cited “…about 90% of the leads we generate every month come from blog posts that were published in previous months. Sometimes years ago.” But it’s not just large, web savvy businesses like … [Read more...] about Make Your Local SEO Clients Embrace Content
I love AdWords. I recommend it for many businesses. It’s a powerful tool, and can be very profitable. In the right situation, if an expert is running AdWords, it’s a source of profitable business. But it’s really complicated and there are a lot of ways to get it wrong. AdWords can cost your business a lot of money very quickly. What Is AdWords Express? If you’re not familiar with AdWords Express, it’s an easy way for small businesses using Google Places to run AdWords. You don’t have to choose keywords- but you can’t modify them. A client for one of my other services ran into trouble with AdWords Express. I wasn’t aware he was doing this, and he wasted a lot of money. Here’s the story… AdWords Express Misspent 79% of His Money Sam Alexander (name changed to protect the innocent) runs a limo service in Orlando. He started running AdWords express. He soon ran out of money. I volunteered to take a look at his account. Over the … [Read more...] about Is AdWords Express Hurting Your Small Business?
Despite the fact that most major US companies do some type of political advocacy behind the scenes, most brands don’t want to take public political positions for fear of alienating existing and potential customers. But in the Trump era, the neutral ground is disappearing. The events of the past two days are an example. Following Trump’s executive order banning refugees from seven Muslim countries, ride-sharing service Lyft made a strong statement against the ban and pledged to donate $1 million to the ACLU. By contrast Uber ended surge pricing on rides to and from the airport and appeared to be capitalizing on a New York taxi strike in support of protesters who had massed at JFK. An Uber spokesperson denied this was the case. Uber CEO Travis Kalanick, who criticized Trump in the past but more recently became a member of his CEO advisory board, made a relatively tepid statement that didn’t explicitly condemn the ban: I understand that many people internally and … [Read more...] about companies being forced by events to wade into political fray