Now more than ever, there's a tremendous opportunity for marketing automation sellers to engage SMBs with search engine optimization combined with social marketing. SMBs that want to connect with customers online are utilizing search-optimized web presence linked across multiple channels,…
Booker, a New York-based scheduling, customer-management, marketing and payments provider for service-industry small businesses, announced today it has completed its acquisition of Fredrick, an intelligent marketing automation tool for appointment-based businesses. The acquisition strengthens Booker’s product portfolio by adding automated marketing features to…
Beacons, beacons, beacons. We’ve been hearing a lot about them lately. They’re purportedly going to change the game for connecting online marketing to offline conversions... local's "holy grail." But what exactly are beacons? How do they work, and what are they…
Today, Yext, a location software company with roots in local listings management, launched Xone (pronounced ‘zone’). It's a beacon-based platform for brands and retailers to engage customers across the online-to-offline divide. We sat down with the company to learn more…
YP has been growing in leaps and bounds since its 2012 launch. The company, formed by the consolidation of the former AT&T Interactive and Advertising Solutions groups by private equity firm Cerberus Capital, unveiled its new corporate signage installation atop…
Brand advertisers find that striking a balance between traditional and digital media advertising is key to their success at the local level.
During a panel at BIA/Kelsey NATIONAL in Dallas today, brand marketers from across different business categories described on how they manage their localized marketing and advertising activities. The conversation focused on the unique challenges that emerge when blending efforts to gain new customers with promoting brand awareness. In Short: customer acquisition is a common theme for service-oriented businesses, brand awareness is a secondary concern.
Driving more customers to local businesses is the most important goal, said Dave Moody, Director of Field Marketing at Service Experts Heating & Air Conditioning. Online marketing is only as useful as the actual revenue it drives back to local service branches, he said. “A click doesn’t mean much to me. The end goal for us is to get into a customer’s home, and we’ve worked on our SEO and search marketing efforts to drive more calls and requests for appointments.”
Service Experts has shifted their online strategy from search marketing (SEM) spending to direct-response offerings.
“We’re not paying for a lot of ads, we’re more invested in a pay-per-call advertising, including yellow pages and direct mail,” Moody said. That sentiment was echoed by Keith Dailey, Director of Internet Marketing for UniGroup, the parent company of United Van Lines. He added that in addition to creating a channel for driving more leads to local locations, an objective that guides marketing strategy for UniGroup is ensuring that location listings are consistently maintained and always accurate.
Over the last few years, rapid growth and adoption of the mobile internet has led to drastic changes in to the landscape for paid search marketers. More and more consumers are using their mobile device or tablet to perform searches,…
Are you making marketing decisions based solely on clicks and web conversions? Marketers who aren't including phone call conversions may be missing key data points that can help optimize search campaigns, more accurately measure ROI and justify budgets. For example,…
