The accountability of online marketing is only as good as the analytics an advertiser employs. Tracking conversions -- both online and offline -- can be tricky, but it is an important part of any online marketing program, especially for businesses with a local presence.
Articles by Gregg Stewart
Clients often ask where they should spend their marketing dollars: online or offline, search or display? The problem with these questions: they assume there's one or only a few sources for all local sales leads. The question isn't "either/or," it's about how much of each.
Local SEO is a must for businesses that sell products locally to a specified geographical area. The channels consumers are using to search are changing. Is your marketing strategy adapting?
The volume of local searches continues growing, which means national-level search advertisers must develop strategic plans for incorporating local search into their national search programs. The benefit: lower cost leads with higher conversation rates.
Gauging and prioritizing emerging media such as local search is vital to capturing increased business in a cost efficient manner. Meet the local advertiser of today and tomorrow.
Should a company focus on building their messaging around their brand image, or on driving direct response via their Web site and online media? Branding and direct response messaging can co-exist online, and local business profile pages are a good place to meld writing techniques for both.
Want to enjoy lower cost-per-sale and offer a better user experience? A highly customized, localized marketing approach is vital to your keyword strategies.
Consumers are shifting from "what to buy" category searches to "where to buy" phrases. With that specificity comes a higher propensity to purchase. Which publishers are winning the local search charge?
The advertising potential of mobile now resembles that of the early days of the Internet in both variety of search options available and the fragmented nature of the keyword search volume. As with any emerging marketing medium, advertisers should try to learn from some of the key lessons of those who were willing to blaze the online trail before us, in hopes of not making the same mistakes.
Online media and Internet-based search continue to grow at the expense of their offline counterparts, newspapers and magazines. Because media placement options are continuously growing, smart local marketers need to leverage this major transformation of how people consume media in some creative ways.
Despite the growing traffic to social networks, local search tools for users of those sites are surprisingly few and far between. That doesn't mean you shouldn't stay active in those communities.
Is your local search data accurate? Here's how -- and where -- to update your local search listings.
Online consumer-generated reviews drive local search. How to handle negative reviews and more.
Google, Live Search, Yahoo: user reviews, ratings are life or death for local search.
In blended search, if a pic's worth 1000 words, what's online video worth in local search?
National brands: empower your local sales channel to generate more sales, leads, and conversions. Here's how.
411 Calls Directory Assistance. PCM. DA Rocks Voice Search 2DAY. EOL.
If you don't know what your customer is doing, your customer will probably end up someplace else. Tracking local search online and offline.
Gregg Stewart gives you a heads up on Google Local Business Referrals and continues his review of local search strategies by covering underutilized local media sources.
Gregg Stewart introduces a new column, Local Search, with information on how to get started in finding cost-effective leads and developing a media plan.