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    Top YouTube Tips for Getting the Most out of Your Videos

    Last updated 2 years ago

    Making and posting YouTube videos is an easy and cost-effective way to build your brand online, engage with consumers, and showcase the life of your local business. So, how can you create and optimize your videos for organic search, social shares, and website conversion? We’ve put together our top YouTube blog posts to help you get the most from your videos.

    1. YouTube Your Local Business: Why Online Video Matters
    There are many benefits to creating videos for your brand. For one, creating and uploading videos for your business can boost your discoverability online. And not only can you optimize your YouTube videos for organic search on YouTube and search engines like Google, but video is also a highly engaging type of content that can drive social shares and word of mouth as well as improve conversion when embedded on your social profiles, blog, or native website. So, determine what you want to accomplish online, so you can determine what types of videos to create and share.

    2. Intro to Online Video: 6 Tips for Creating Engaging Video
    Before marketing your business online with video, you first have to know which elements make your videos most effective. This post offers six easy tips for preparing, filming, editing, and sharing your videos online, so you can make sure you are showing your business, products, and services in the best possible light.

    3. YouTube SEO: Four Easy Tips to Boost Video Views
    Creating fun, engaging, and educational videos is only the first step; you also have to make sure your prospects are finding your videos online. One way to do this is to optimize for search engines so your videos can appear in organic search results on both YouTube and Google. In this post, we examine the four key areas of search engine optimization (SEO) – titles, descriptions, tags, and viewer settings – that help more consumers find and view your videos online. 

    4. Steal these YouTube Title Words to Get More Video Views
    The title of your video lets your audience and search engines know what it is about, so your title must appeal to both people and algorithms. Search engines read your title to determine its relevancy in search results, while consumers want to know if your video looks helpful, interesting, or entertaining. So, that means your video must have both a keyword-optimized title as well as one that is compelling to your target audience. This post provides some of the most compelling words you can use to help your videos get more clicks and views.

     5. YouTube Annotation Tips to Increase Video Views
    To help your videos stand out and increase engagement on your YouTube channel, consider adding annotations. Annotations are native to YouTube, and allow you to add text and links that drive consumer interest and interaction. Read this post to learn how to add interesting text, like information about your social media profiles or a call to action, as well as links to other YouTube videos or your channel – all using the YouTube annotation feature.

     Which YouTube video tips do you find the most effective to promote your business online? Share your favorites with a comment!

    Tamara Weintraub helps equip small business owners with information about local online advertising, social media marketing, and more as a blogger for ReachCast and ReachLocal.

    Lifetime Customer Value Case Study: Starbucks [Infographic]

    Last updated 2 years ago

    Acquiring a new customer doesn’t just amount to a single transaction at your business. Often, customers may return for repeat services, to purchase additional products, and even tell friends and family about your business, driving new referrals that can lead to even more new customers. All of these transactions over time add up to the lifetime value of a typical customer.

    To illustrate this point, take a look at this infographic that explores the lifetime customer value of an average Starbucks patron. 

     

    Takeaway for your local business: understanding your potential lifetime customer value will help you pinpoint the right marketing mix and budget to not only acquire new customers, but also to strengthen customer retention and referrals. For example, you know certain customer acquisition tactics (like search engine advertising) are critical, but adding content marketing or online reputation management to your overall strategy could amplify word of mouth and referrals, boosting the potential value of every customer.

    What does lifetime customer value look like for your business? Take a moment to calculate the value of your customers – then let us know in a comment!

    Tamara Weintraub helps equip small business owners with information about local online advertising, social media marketing, and more as a blogger for ReachCast and ReachLocal.

    ReachLocal Reviews: Hear What Our Customers Have to Say [Videos]

    Last updated 2 years ago

    At ReachLocal, we love to hear what our customers have to say about our online marketing services, and we're extremely proud of the latest reviews our clients have given us. Check out our most recent testimonial videos to hear about some of our successful customers’ ReachLocal experiences.

     

    1. Construction and Remodeling Company Gets a Full-Time Marketing Service

    Memorable Review Quote: “The main benefit to us working with ReachLocal is that when you’re running a business, you like to spend your time running the business and not checking to see which search terms are doing better and which aren’t, and managing all that. That can be a full-time job.” -Jim Rafferty, Vice President of Sales and Marketing 


    2. Gold and Silver Merchant Increases Total Revenues with Web Presence Optimization

    Memorable Review Quote: "ReachLocal stepped in, picked new keywords for me, made sure my script was all correct, linked me with other things, integrated my Web Presence as far as social media, and just really took me to the next level." -Sean Miles, Owner

     

    3. Home and Commercial Services Company Receives More Phone Calls

    Memorable Review Quote: "I've seen the reports where I can see the numbers of calls that we're getting, and I've heard the phone calls. I get so many phone calls as a result of the traffic ReachLocal drives in all of my campaigns." –Les Stobart, Marketing Director

     

    4. Dentistry Practice Gets Found in More Places Online

    Memorable Review Quote: “ReachLocal has provided us a service of expanding the number of people who come to our website, expanding the exposure, and putting us in places that my website hasn’t been able to get to.” –Dr. Stanley L. Wendt, Jr., Owner

    To hear what other customers are saying about ReachLocal, subscribe to our YouTube channel which features testimonials, educational videos about online advertising and social media, as well as spotlights on some of our most popular online marketing services.

    Tamara Weintraub helps equip small business owners with information about local online advertising, social media marketing, and more as a blogger for ReachCast and ReachLocal.

     

    How Google Search Intent Affects Search Engine Results Pages

    Last updated 2 years ago

    There are many ways local consumers can find your business online, but when they’ve got a need for your product or service, there’s a good chance they’ll start by looking at a search engine like Google. Sometimes, a consumer may have an idea of the kind of business they want, so they’ll enter category keywords like “plumber” or “massage.” They might also add a location keyword (like “Dallas”). Or if a consumer has seen ads or heard recommendations for a particular business, they may use business name keywords to find more information.

    Depending on which type of keywords a consumers uses to find a local business on a site like Google, the search engine results page (or SERP) they see from their search query will display different results. So it’s crucial that local businesses understand consumer search intent and how that affects what consumers see on the search engines in order to put together the right online marketing strategy that’ll get their brand discovered when consumers search for them online. Here are three examples that illustrate the differences:

    Category Keyword Query SERP

    Key features:

    • “Related searches” appear very high on the SERP
    • Ads from local businesses running pay-per-click (PPC) campaigns for these keywords display prominently on the page
    • The local map results page including Google Place page pins is also prominently featured
    • Top organic results skew toward big national brands and general information, like a YouTube tutorial video or a Wikipedia listing
    • Abbreviated local Google Place page listings appear within the organic listings themselves, further down the page
    • Google products that contain related information are listed toward the end of the SERP
    • Organic listings return local results based on the IP address of the searcher (in the case of this particular example, Dallas)

    Key takeaways: This SERP page demonstrates two important things for local business marketing. First, pay-per-click advertising is an important tool for creating local visibility for your brand on generic category keywords. Second, having a claimed, optimized Google Places page is a critical part of making your local business show up for these types of general searches that have local intent.

    Category + Location Keyword Query SERP

    Key features:

    • Again, the ads from local businesses running PPC campaigns for these keywords display prominently on the page, as well as the local map results that display Google Place page pins  
    • Top organic results are for local businesses rather than general, educational links (like YouTube videos or Wikipedia definitions)
    • Expanded local Google Place page listings appear higher in the organic listings
    • Related searches appear at the bottom of the SERPs

    Key takeaways: Notice that paid search advertising and the Google Places page are also very important pieces of this type of SERP result, underscoring their importance for your business web presence. This type of SERP page shows us why it’s so important to optimize your local website and blog for local keywords – because in this type of search, a well-optimized local website and blog can show up in top organic results along with ads and Place pages, overall boosting your brand.

    Business Keyword Query SERP

    Key features:

    • This business is running a PPC campaign for its own business name, so it appears in the sponsored ads section
    • A nested group of site links from that brand’s website feature very prominently at the top of the page
    • Links to a variety of review sites, social profiles and local directory listings for that particular business account for the bulk of the search engine results
    • An even more expanded Google Place page includes previews of photos

    Key takeaways: This type of SERP shows just how critical it is to bid on your own business name. It also underscores the value of a Google Places page, as well as an optimized website and blog, in order to have a dynamic web presence for your brand. When consumers enter a business name keyword search query, they are probably trying to check the online reputation of a  particular business, so it's important to dominate the page in order to exercise more control over what these consumers see.

    Based on these three common search types, it’s clear that an online marketing approach that uses paid tactics (like PPC) as well as organic tactics (like SEO) is the best way for your business to appear in search results, regardless of which types of keywords are being used. This kind of holistic strategy, which incorporates both a “buy” and “build” philosophy, is what we at ReachLocal call web presence optimization.

    So for the examples above, the “buy” aspect of web presence optimization means running search engine advertising campaigns that incorporate a mix of category, location and business keywords. But because generic category keywords are the most popular (and competitive!) it is less likely that a single-location local business may appear in sponsored listings.

    And in order to “build” an organic web presence, using a mix of content marketing and search engine optimization is just as critical. But it’s not only your business website that matters. Now, optimizing your presence on other organic sources that will index highly for your brand, including social media profiles, blogs, local directories, review sites, is essential. And in Google’s case, Google Place pages are a vital component of marketing your local business online.

    Are you currently using the “buy and build” (or paid and organic) approach to make sure your local business gets discovered on search engines like Google? Let us know with a comment.

    Angela Epley writes about online advertising & web presence for the ReachLocal blog, which focuses on small business online marketing strategies.

    What the Zero Moment of Truth Means for Your Business

    Last updated 2 years ago

    The buying funnel, a model that illustrates consumer behavior across each stage of the decision to make a purchase, has been a marketing mainstay for decades. But as digitization of media and Internet use began replacing traditional consumer habits, marketing models like the buying funnel are starting to show their age.

    So Google has come up with a new concept to help marketers and entrepreneurs refocus marketing strategies to better adapt to today’s digital consumer, called the Zero Moment of Truth.

    Today’s consumer purchase behavior has become more complex and fragmented – which makes it far less predictable than it used to be when media types were limited. But by focusing on the Zero Moment of Truth, the “online decision-making moment," brands and businesses can organize marketing tactics and strategies that can still persuade consumers to purchase from them instead of a competitor.

    So how does the Zero Moment of Truth impact your local business online marketing strategy? It reinforces the need for a holistic web presence and strategies to optimize that web presence on an ongoing basis. As our own VP of Marketing Todd Ebert put it, “Web presence is the collection of all the places where consumers find and engage a business, including: search engines, local directories, blogs, video & photo sites, social media profiles, micro-blogs, review & recommendation sites/apps, check-in apps (like Foursquare) and daily deals.”

    What might you do differently to target the Zero Moment of Truth when it comes your digital consumers? Do you have an online marketing strategy today that delivers web presence optimization across all the places consumers search, surf and socialize? Share your thoughts in a comment!

    Angela Epley writes about online advertising & web presence for the ReachLocal blog, which focuses on small business online marketing strategies.

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