Last updated 1 year ago
Today, Kris Barton, Chief Product Officer, presents at BIA/Kelsey’s Interactive Local Media (ILM) West 2012 Conference in Los Angeles. This conference focuses on the local opportunity for digital media, marketing, and promotions.
In this panel, entitled SuperForum: Sales Force Transformations, Barton will discuss successful sales strategies and metrics companies can use to revamp their sales force and sales channels to win with local business clients.
This engagement comes on the heels of ReachLocal President Nathan Hanks’ keynote at BIA/Kelsey’s SMB Digital Marketing 2012, in which he presented 5 key ways online marketing companies can win in local. As a leader in online marketing, ReachLocal continues to demonstrate our strength in the local space.
Kris Barton joined ReachLocal as our Chief Product Officer in February 2012. In this role, he leads the development and growth of our suite of online marketing solutions. Visit the ReachLocal website to learn more about our offerings for SMBs.
Last updated 1 year ago
Today, over 85% of American adults use mobile phones to stay connected, organized, and entertained. And, now that mobile phones are capable of doing much more than simply calling and texting, they have started to replace other devices like cameras and desktop computers.
The charts below from a recent Pew Internet & American Life Project survey display how significantly our cell phone activity has changed in less than a decade.
By understanding consumers’ cell phone usage today, you can create new types of content to engage with them where they are spending their time. Here are few stats to consider:
82% of cell phone users take pictures with their mobile devices.
Photos are a great way to show off your business and build your brand. But, having your loyal customers show off your brand for you can be even more significant to your business. A couple of big brands that you can look at for inspiration are Southwest Airlines and Starbucks, which each use sites like Instagram and Pinterest to share pictures taken by loyal customers. It’s simple to ask your happy customers to snap a few pictures of themselves with your products or showing the great results of your service, then share on social sites by tagging you or creating a hashtag they can add to the description so you can find them and re-share them on places like your social profiles and website.
56% of cell phone users access the Internet on a mobile phone.
More consumers are using mobile devices to access the Web, especially as Smartphone ownership grows. And because they expect to get information quickly via mobile, you should optimize your Web presence so that they can find you while they are on the go. For example, create a mobile-friendly website or landing page so that consumers can clearly identify what you have to offer. Also, make sure your information on local listings, like Google+ Local, is accurate and up to date so that consumers searching for you online can easily find you and contact you.
31% of cell phone owners search for health information via mobile phones.
Within two years, the number of mobile users searching for healthcare information has grown from 17% to 31%. This demonstrates how important it is for you to have fresh, mobile-friendly, and relative content for your business. For instance, any type of health clinic could publish educational content about illnesses, treatment plans, and new studies within your industry to build credibility and awareness for their brand. This concept applies for whatever industry you are in; for example, a home improvement business could publish information about the importance of weatherproofing for the winter months or about how the new windows you are selling save energy and money. A school could share content about new teaching methods and models and how they benefit students. No matter what type of business you run, there is relatable content that users are searching for, especially on mobile devices.
What are you doing to engage with more consumers on mobile devices? Have you tried any of these tactics, and if so, how did they work for your business? Let us know in a comment!
About the Author
Tara Banda writes about how local businesses can reach more customers online with helpful tips about online advertising, social media marketing, and Web presence optimization tips on the ReachLocal Blog.
Last updated 1 year ago
The holiday season is a favorite for many people, and for small business owners like you, this busy time of year can either be an amazing boost to your business or a big headache. But with some simple holiday marketing strategies to showcase your holiday promotions, you can attract the right audience and reach consumers who are searching online for products and services like yours. In order to make sure your local business is prepared to take advantage of the great opportunities this holiday season, here are five holiday marketing mistakes you should avoid and tips to keep you on the “Nice” list with consumers this year.
1. Playing the Role of Mr. Scrooge
The holidays are a great time to give your online brand some sparkle and shine. When it comes to building a Web presence, your image is an important factor. So, don’t be a Scrooge – add some holiday twinkle to your social media pages, landing pages, blog, emails, newsletters, videos, or any other content potential customers may see to show them that you are excited about the holidays. By adding engaging images or videos of holiday decorations or activities around your office to your website, blog, and social profiles, you can drive engagement and take your Web presence from fall to holiday festive!
2. Being Stingy with Your Holiday Offers
Consumers are in a bargain-hunting mode during the holiday seasons, so give them a reason to choose your holiday deals over your competitors. Create offers that are enticing and that generate excitement beyond the typical “Tuesday special.” By offering big deals, like “Buy one, get one free!” or major discounts on certain items, you can set your business apart from local competitors. A great way to determine unbeatable offers is to research what your competitors are offering during the holidays. Also, consider what would get your attention as a consumer, and what kind of offers you would redeem.
3. Hiding Your Holiday Promotions
Consumers shouldn’t have to search for your holiday promotions, and you should want to show them off! Making your holiday offers hard to find is one marketing mistake that can easily cost you business, as more than half of consumers this year will use coupons to make holiday-related purchases. To ensure that consumers can easily access your holiday offer, you should create a designated landing page on your website that highlights your specials, highlight a callout on your website homepage that drives visitors to your holiday promotions page, and promote your offers on your social media profiles. It’s also important to give clear information about your offers, so provide as much detail as possible about where and how consumers can redeem your holiday specials, as well as any restrictions, limitations, or expiration dates, so that they know exactly what they will be getting.
4. Ignoring the Cornucopia of Online Advertising
You’ve gone the extra mile to create great holiday deals for consumers, so don’t make the mistake of leaving your online advertising in the cold. You should amp up your online advertising during the holidays to get more exposure and to generate more return from your holiday deals. Holiday-related display ads, paid search ads, and Facebook ads are a few ways to share your offers with consumers looking for products and services like yours. Plus, by measuring and tracking the performance of these online ads, you can determine what tactics work best and optimize your campaigns to get better ROI.
5. Forgetting about Your Local Community
The holidays are also known as the “giving season,” so take this time to give back to your community and generate brand awareness and customer loyalty. For instance, by collaborating with an organization like Toys for Tots or a local shelter and volunteering your business as a designated drop-off spot for toys, winter coats, and non-perishable canned foods, you can build awareness of your business while giving back to your community. Or, you can participate in timely events that matter to you. For example, in the wake of Hurricane Sandy, you could work with the American Red Cross or other organizations to help with relief efforts. One way to raise funds is by publicizing that proceeds of each sale will go to organization to provide aid to those in need. Another donation idea is to match a percentage of each dollar customers donate. There are several creative ways to inspire others to give during the holiday season, so find what works for your business and become an example of generosity!
As a business owner, you know what kind of holiday offers work best for your current customers while attracting new ones to your business. And, by incorporating these holiday marketing tips, you can make the most of the holiday season.
Are you making any of these holiday marketing mistakes? What else are you doing during the holiday season to promote your special offers? Let us know in a comment!
About the Author
Jillian Chopin is a Senior Web Presence Professional for ReachCast. Leading a team of WPP’s who focus on cosmetic and medical campaigns, Jillian is passionate about her career and about serving as a Web presence expert and “go-to-girl” for her clients.
Last updated 1 year ago
Getting people to discover you on a search engine depends on a variety of factors, but chances are only a small percentage of searchers will actually click on your organic or paid search result and visit your site. With search retargeting, a type of display advertising, you can put your business back in front of those same people to encourage site visits and conversions. Here are three ways search retargeting works to boost your business online.
1. It’s a Second Chance to Make a First Impression
Even if you’re already investing in search advertising or search engine optimization, you may not be getting the clickthroughs or conversions you want from people searching for your types of products or services. So, by putting your display ad in front of those searchers, you help these prospects discover your business for the first time. And, because your display ad is shown to these prospects as they surf the Web, you are no longer competing with other businesses that are bidding on the same keywords and vying for the exact same click as you were on the search results page. Instead, your business has an opportunity to grab that prospect’s attention with an eye-catching design, prominent business name or logo, and direct call to action that helps your ad stand out from the crowd.
2. It Builds Awareness With People Who Are Interested in Your Business
Unlike some forms of display advertising, search retargeting specifically targets people who have already expressed interest in your types of products and services. This means they may be more receptive to your brand message or call to action. And, if they see your message at the right time, they may be more likely to click your display ad, conduct a search for your business name, or remember you when they are ready to buy.
3. It Lifts the Results of Your Search Advertising
There’s no denying that there’s a relationship between display advertising and search marketing; research shows display advertising has a positive impact on the results of a search advertising campaign, lifting search conversions by up to 59%. So, how does display advertising increase your search advertising results? It generates recognition and interest. For instance, seeing a display ad could trigger a search for a specific business, product, or service; in fact, 27% of consumers conduct a search after seeing a display ad. In addition, recalling a brand from their display advertising could encourage a prospect to click on the business’ text ad.
ReachLocal combines search retargeting with site retargeting in one powerful solution called ReachRetargeting. To learn more about this unique solution, visit the ReachRetargeting web page or check out our video.
How does search retargeting fit into your online marketing strategy? What other benefits have you seen from this display advertising tactic? Let us know in the comments.
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.
Last updated 1 year ago
This year, we at ReachLocal have plenty to be thankful for, from new team members to new products to new opportunities to help local businesses. Here is a short list of some of our most memorable happenings.
Launching the New Corporate Website
Truly a team effort, we are thankful for the dedication and hard work of all those who helped with the new ReachLocal corporate website
. Many late nights and long hours were spent on this project to present the full suite of services and the teams that get the results our clients want. Plus, an additional “Thank You” goes out to the teams and employees who volunteered to be the faces of ReachLocal. You bring life to our company and are better than any stock photography.
Generating New eBooks
There are plenty of projects on everyone’s plates, but we are thankful for the ability to provide new and useful ebooks and guides
to our small business owner prospects and clients. These ebooks not only provide helpful information but really showcase our thought leadership in online marketing. If you have any topic ideas for an ebook, let us know in a comment!
Creating the "Local Marketing Minute" Newsletter
Another team effort project we are thankful for this year is the creation and distribution of the “Local Marketing Minute” newsletter. This newsletter delivers the latest ReachLocal articles, exclusive content, and news from other industry experts directly to your inbox. If you’d like to receive the Local Marketing Minute every month, sign up for it today
Launching the Official ReachLocal App
We know how big of an impact mobile has on the way people access the Web today, including small business owners. So, we are thankful for the creation of the ReachLocal App
. This app connects our clients to their online marketing results when they are on the go. From new leads to recorded phone calls to detailed performance reports, the ReachLocal App is great tool for local business owners.
Announcing ReachRetargeting for SMBs
This year, we released ReachRetargeting
, a powerful online marketing tool that features two forms retargeting: site retargeting and search retargeting. With this product, local businesses can reach consumers online at the exact time their ready to buy.
Working with Amazing People
This year we chose a second ReachLocal Star Award
recipient. This award recognizes one individual who represents the company and inspires others both professionally and personally. We received hundreds of nominations from offices across the globe, and in the end, awarded Ken Leicester
the award for his work and service to his Australian teams. In addition to the star award, ReachLocal received lots of excellent reviews from employees, and great reviews about employees from many of our clients. All of this reminds us of how thankful we are to work with talented and generous people.
Having Great Readers, Fans & Followers
Last, but not least, we are grateful for all of those who read, comment, like, and share our content. And we look forward to continuing to provide you with more information and resources about online marketing!