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    Behind the Marketing: The Technology that Drives ReachLocal Solutions

    Last updated 21 hours ago

    In the age of digital marketing, there’s one thing that can separate a good campaign from a great campaign: the technology behind it. And at ReachLocal, we’ve learned a thing or two about what makes digital marketing technology work to help local businesses succeed online.

    Our experience running thousands of high-quality search advertising, display, retargeting, and SEO campaigns has helped us continuously refine our solutions in order to help our clients get more leads and customers online.  So, what does our technology look like? Here’s an overview of how four of our technologies work behind the scenes to get our small business clients real results from their marketing.

    Conversion Optimization

    For many local businesses, running search advertising campaigns on their own can be a complex and time-consuming task. From deciding on a budget to picking the right keywords to improving performance – search advertising requires a lot of expertise and continuous adjustment.  

    That’s why we developed a search advertising solution that does this all for local businesses. First, our experienced team evaluates lists of keywords and crafts the right text ads for your campaign. Then our conversion optimization technology gets to work optimizing your ads to get you the best visibility on search engines based on the keywords that drive conversions—not clicks. This all helps ReachLocal clients get better results from their search advertising.

    Learn how the conversion optimization technology built into ReachSearch search engine advertising drives more conversions in this infographic:

    Engagement Optimization

    Buying display advertising on your own can often be difficult and expensive if you don’t have access to premium websites and a variety of audience targeting options.. For many businesses, a “spray and pray” approach results in placement anywhere online, even if it’s not relevant to their business. And, if you’re looking to run ads on specific sites, you can expect to spend a large amount, depending on the site(s) and availability of advertising space. Both can leave you with few results.

    Our display advertising service not only gives you a wide range of audience targeting options, but it uses a technology we call engagement optimization to get your ads the best placement for the lowest cost. How does it work?

    We leverage our extensive network of publishers to get ads in front of the right audience. Then, we track impressions, clicks, and conversions and place your ads in front of the right audiences, so you get more brand awareness over time.

    See how engagement optimization technology helps ReachDisplay drive more brand awareness in this infographic:

    Dual-Approach Retargeting

    Retargeting, when done right, can be an extremely efficient way to target consumers with display ads who have already shown some interest in a business. But did you know there are multiple ways to retarget interested consumers?

    By incorporating two types of retargeting, search retargeting and site retargeting, our ReachRetargeting solution helps increase the chances our clients’ ads will be shown to consumers. Search retargeting reaches consumers who have shown interest by searching for keywords and phrases relevant to the business, while site retargeting – what you may already be familiar with- targets those consumers who have visited a business’ website.  The same engagement optimization technology in ReachDisplay is used to track ad impressions, clicks, and conversions to continuously improve the visibility and performance of search and site retargeting dispay ads. 

    See how our two-in-one retargeting solution, ReachRetargeting, builds brand awareness in this infographic:

    ROI-Driven Search Engine Optimization

    Search Engine Optimization, or SEO, is a key part of any digital marketing strategy. And while the major search engines have different algorithms they use to surface content, they have the same basic principles: display relevant and authoritative results to searchers. But how do businesses today make sure their websites and content can help them to get found online – and how do they measure the results?

    At ReachLocal, it starts with a website that’s part of our ReachEdge marketing system. This website is already designed as a foundation for SEO and is optimized to drive conversions like calls and emails from site visitors. Then, our ReachSEO technology builds on that foundation with onsite and offsite best practices, boosting SMBs’ websites, social media presence, and local listings to help drive even more organic traffic.

    The technology built into our ReachEdge system is unique in that it tracks the path from a click on an organic search result all the way through to a customer.  That way it can show real results from SEO, like visits, contacts, and customers – not rank. Plus, with a simple way to identify the customer lifetime value, this technology also calculates actual ROI from ReachSEO.

    See how our combined ReachEdge and ReachSEO solution drives ROI from organic results in this infographic:

    Want to learn more about how ReachLocal technology can work for your business? Visit our website to see more or to contact us.

    About the Author

    Tara Banda writes about how local business owners can reach more customers through inbound marketing for the ReachLocal blog. You can connect with her on Twitter.

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    Want Insight Into Your Twitter Performance? Try the New Organic Dashboard

    Last updated 4 days ago

    Ever wonder how many impressions and engagements your organic tweets generate on Twitter? If you’re a Twitter advertiser or a Twitter Card publisher, you’ll now be able to see all of this data and more with Twitter’s rollout of its enhanced tweet activity dashboard.

    Analytics in this new Twitter dashboard provide valuable data into how well (or not so well) any particular organic tweet is performing on the platform. Understanding these new insights can help you see what topics reach your audience and can help you create and curate content that gets the most engagement, clicks, retweets, and replies from your followers.

    With the enhanced Twitter dashboard, you can view:

    · Real-time data about your organic tweets, i.e., how your tweets are performing at any given moment

    · Impressions, or the number of times a particular tweet is seen by users

    · Number of times a user engages with a particular tweet, including clicks, re-tweets, replies, followers, and favorites

    · Total number of impressions your tweets have received in the last 28 days

    · All this data in downloadable CSV file

    In addition to the dashboard rollout, Twitter also recently analyzed the organic tweets and their reach for 200 active SMBs and Fortune 500 companies who advertise on Twitter. It found that brands tweeting two to three times per day can reach an audience size that’s equal to 30 percent of their follower base, and one brand saw tweets reach as much as 95 percent of its followers.

    Whether or not you advertise on Twitter, the takeaway here is to make sure you’re on the platform and that you’re tweeting engaging content out at least twice a day. This can include tweeting the same post twice or tweeting out two separate posts. Doing so can help drive tweet clicks and re-tweets among your audience, which helps keep your company top-of-mind with your followers.

    Are you a Twitter advertiser who’s using the new dashboard? What do you like best about it?

    Let us know with a comment!

    About the Author

    Amy Neeley helps small- and medium-size businesses navigate the online marketing world with insights and information featured on the ReachLocal blog. Follow her on Twitter.

     

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    4 Steps to Powerful Lead Management for Your Local Business

    Last updated 12 days ago

    Local business owners all start their businesses with different goals in mind: to use their unique skills, to solve a problem (or solve it better than competitors), to contribute to their community, or to make money from something they do well.

    But in order to reach those goals, it’s important for SMBs to not only focus on how to reach local consumers online, but also on how to convert them into leads and customers. That’s where great lead management comes into play.

    In this ReachLocal presentation, we share four best practices for the lead management aspect of your marketing strategy: that is, what you do after you get the website visit or call from a prospect. Check out these slides to learn what makes a lead management program successful and four steps to follow up with your leads and turn them into customers.

    Does your local business use lead management as part of your marketing strategy? What is the most difficult part of managing your leads? Let us know with a comment!

    About the Author

    Tara Banda writes about how local business owners can reach more customers through inbound marketing for the ReachLocal blog. You can connect with her on Twitter.

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    What Is Google My Business? Tips for SMBs

    Last updated 13 days ago

    For many small business owners, managing and syncing all their information on Google+ and Google+ Local was becoming redundant and time consuming. Google’s response to this is Google My Business. So, what exactly is Google My Business? It’s a centralized place to manage your business across all of Google.

    This new platform eliminates the need for multiple business profiles, making it easier than ever to create and optimize your presence across Google Search, Maps, and Google+, and to manage it via mobile, too! From this one dashboard, you can edit your business info, share updates, respond to reviews, and view your results, all of which can help you get found by more local consumers, no matter how they use Google to search.

    Here are some best practices to keep in mind when using Google My Business to manage your business’ presence on Google.

    Set Up Your Google My Business Profile

    The good news is that if you already had a Google Places for Business or Google+ Business Page, your account will be automatically transferred to Google My Business. If you don’t already have a Google account, get started by visiting the Google My Business website, selecting “Get On Google,” and searching for your business name and address.

    Why is getting on Google so important for your small business? For one, claiming your business listing gives you even more visibility in local search results when consumers search on Google and Google Maps, even on mobile. In addition, when you have an optimized listing that’s consistent with your other citations across the Web (like your other local listings) and is linked to your website, Google can better determine the relevance of your business when determining search results.

    This tour walks you through how to set up a new Google My Business profile

    Add Compelling Images

    Now that you have a Google My Business profile, it’s important to make it stand out with images that showcase your business. That’s because even with this update, Google continues to focus on images as a way to attract searchers to local businesses. For instance, local carousel results, map results, business listings, and Google+ all prominently feature images, so it’s still important that your strategy focuses on using professional, compelling photos in your Google profile. Having images with keyword-optimized filenames can boost your Google profile in search results and entice both Web and mobile searchers to view it for more information. You’ll also need to upload an optimized profile photo and cover image so that people who find you on Google+ want to learn more and recommend your page to others.

    If you think your business isn't a great candidate for photography, a few types of pictures you should consider taking include: the inside of your store, new products or service offerings, your staff or team, participation in a local event, before-and-after pictures of your work, and satisfied customers. And sharing visual content like memes, infographics, quotes, and videos on Google+ can help you drive more engagement and further your reach with local consumers. 

    Monitor & Manage Reviews

    Like it or not, customer reviews aren’t going away any time soon. But with Google My Business, you can monitor and respond to the reviews you receive, all from the central dashboard. When you’re logged in to the dashboard, Google My Business displays your overall rating, the number of reviews you have on Google, and the number of reviews for your business from other review sites around the Web.

    Using the Web version of Google My business or the mobile app, you can view and respond to reviews and even see stats about your ratings over time so you can identify how they are impacting your reputation. Since reviews can have a huge impact on whether a prospective customer will do business with you, it’s just as important as ever to ask happy customers to leave you reviews and respond to negative reviews, as well as take any necessary action to improve the customer experience.

    To learn more about managing your online reputation, check out our guide to navigating your online reputation.  

    Leverage Consumer Insights

    Google My Business comes with lots of new insights about how your small business is performing in the search results. The Google My Business insights are broken up into three sections: Visibility, Engagement, and Audience, which you can view via the Web or the Google My Business app for Android or iPhone.   

    Visibility

    The visibility tab is probably the most valuable to a small business. The main focus of this section is to help you understand just how often people are discovering your business on Google search, maps, and Google+, including how many times people saw your business information and how often they clicked to your website from a Google search result. Plus, if you have a physical address, you can also see how many requests for driving directions you receive and where people who visit your place of business are coming from. It’s important to review these results to determine how effective your listings are at bringing local consumers to your business and make updates to your profile to help you drive even more traffic from Google’s local search results. 

    Engagement 

    The engagement and audience reports show you user activity on your Google+ page. The engagement report shows you how many views, comments, shares, and +1s you receive on each post. 

    Audience

    The audience insights show you how many followers you have on your page, as well as a demographic breakdown of your audience. As there is some correlation between your activity on Google+ and your visibility in Google search results, this emphasizes the need to cultivate followers and post relevant content on the site. 

    What do you think of the new Google My Business? Will you be using it to help your business get found online?

    About the Author

    Tamara Weintraub helps equip small business owners with information about local online advertising, social media, and content marketing as a writer for the ReachLocal blog.

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    8 Inspirational Quotes to Celebrate Small Businesses

    Last updated 18 days ago

    Small businesses have multiple ways to define “independence.” Being an entrepreneur and running a small business often comes with its own set of challenges, and overcoming those hurdles takes hard work and dedication. But when the job is done, it’s also something to be proud of. And celebrating the success of small businesses is something we love to do at ReachLocal.

    So, to keep you going this year, here are a few of our favorite inspirational business quotes from successful leaders who know a thing or two about what it takes to make businesses thrive: 

    1. Sara Blakely: American Businesswoman & Founder of Spanx

    2. Thomas Edison: Great American Inventor & Businessman

    3. Jason Fried: Entrepreneur & Co-Founder of Basecamp

    4. Henry Ford: American Industrialist & Founder of the Ford Motor Company

    5. Seth Godin: Marketer, Author & Public Speaker 

    6. Steve Jobs: Entrepreneur & Co-Founder of Apple, Inc.

    7. Guy Kawasaki: Technology Evangelist, Advisor & Author 

    8. Oprah Winfrey: Media Mogul, Talk Show Host & Philanthropist

    About the Author

    Tara Banda writes about how local business owners can reach more customers through inbound marketing for the ReachLocal blog. You can connect with her on Twitter.

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