Using the Big Three: Owned, Earned and Paid Media for Local Business Marketing

Using the Big Three: Owned, Earned and Paid Media for Local Business MarketingWhen it comes to local marketing endeavors of any kind, a brand or business must have a comprehensive strategy that incorporates owned, earned and paid media. Together, these work to create an enviable, successful campaign that will catch the eye of a business or brand’s customers.

Defining Owned, Earned and Paid Media

Before we dive in-depth into what each type of media is, how they differ, and how they can benefit businesses and brands, let’s begin with a few quick definitions:

  • Owned Media– Any mentions of the business by the business, e.g. their website, marketing collateral, print and web content.
  • Earned Media– Mentions of the business or brand, either online or in print, by a third party, e.g. an article in a magazine, a quote on another business’ website, etc.
  • Paid Media– Advertising to promote the business, online or in print with the goal to generate sales and increase brand awareness, e.g. Google Adwords, paid ad placement on a media website or in print.

At Advice Local, we utilize earned, owned and paid media (also referred to as POEM) on the regular, so we know their value. So, we’re here to provide a refresher course on how to best implement these strategies if they have fallen by the wayside in a digital marketing plan. Visit Advice Local to [read more].

Getting A Local Business Ready For Voice Search

Getting A Local Business Ready For Voice SearchIt’s a new year, and just like at the beginning of every new year, marketers and business owners alike are searching high and low for all of the latest digital trends to leverage. While there have certainly been some fascinating predictions about what the future holds, there is one common theme being discussed on all sides: voice search. It’s made an impact since its earliest beginnings and has only continued to rise as the years have gone on. Voice search seems to be everywhere you look today, and for good reason.

Voice search is powered by search engines and directories in a similar way as typed searches. One of the key differentiators is that for a business’s website, listing or information to surface in a voice search query, the business’s website content, listings and reviews have to be stellar. Much the same as how trust impacts placement in a desktop or mobile search, the items mentioned above impact voice search query results.

The Rise Of Voice Search

By 2020, only one year from now, ComScore predicts that 50% of all online searches will be conducted via voice search technology. Why is that? Well, the answer is an obvious and relatable one: convenience. Visit Forbes to [read more].

Local Search Ranking Factors – What’s Hot for 2019

Local Search Ranking Factors – What’s Hot for 2019Google’s ranking factors have long been a mystery – they probably keep their list in a secret vault right next to KFC’s secret recipe and the secret ingredient in Coca Cola. But digital marketers don’t give up easily. We weren’t going to sit around, waiting for the day when Google finally decides to share the list with us. We’ve been taking action year after year to find out how to optimize a local business’ online presence.

2019 is no different than years before. We’re hard at work to get businesses found online, which means trial and error. We’re investigating what works for us and what’s worked for others – basically acting as the online version of Sherlock Holmes. Of course, since most keep what works for them extremely private, I can only provide what our years of experience at Advice Local have revealed.

What We Know About Ranking Factors

We all know that Google is smart. How smart, you ask? At least as smart as a 5th grader – and getting smarter by the minute. This means the techniques that worked a gazillion years ago – like adding targeted keywords left and right – are no longer working. Visit Advice Local to [read more].

What Is Local SEO?

What Is Local SEO?Local SEO is a digital marketing strategy that consists of targeting the local market through search engine optimization tactics. It’s perfect for service-based businesses, or for businesses located in a certain area that don’t want to target a nationwide audience. Before we start diving into the specifics of local SEO and the wonders it does for local or multi-location businesses, let’s talk about what search engine optimization is.

What Is SEO?

SEO – or search engine optimization – is a series of digital strategies that bring online visibility to brands and businesses. These strategies include creating a website that is user-friendly and keyword-optimized, as well as constantly crafting content that is valuable and interesting to readers. A website that always has fresh content will give potential customers the idea that business is booming and that the company takes good care of their clients, while at the same time telling Google that they have E-A-T.

Google’s E-A-T means “expertise, authoritativeness and trustworthiness.” It is one of the top three considerations for Page Quality. When a business consistently puts out content showcasing that they are experts, have authority and are trustworthy in a particular subject, Google ranks them higher. Higher rankings equal greater online visibility. Visit Advice Local to [read more].

Mastering Google My Business in 2019 and Beyond

Mastering Google My Business in 2019 and Beyond2019 is here, and with it comes the opportunity to ramp up all your local business digital marketing strategies. 2018 was a big year for Google My Business, and if the predictions are true, Google My Business (GMB) will be even more important in 2019. Keep reading to learn how to beat out the competition online.

Google wants searchers to use their search engine as much and as long as possible, which is why they’ve implemented featured snippets, answer boxes, Google My Business posts and deals, and the knowledge panel – which varies per industry. With that in mind, it is safe to say that GMB will likely play a key role in Google’s ranking factors for 2019.

It’s All Starts With a Google My Business Listing

A good GMB listing should include all the information on the local business’ website, readily available for consumers without having to leave the search engine. After all, businesses that provide this information are likely to get a preferential treatment on SERPs.

Local businesses are always on my mind, and nothing makes me happier than helping you help them get found online. This post will give local businesses and agencies alike all the information they need to create, claim and optimize a GMB listing in 2019. Visit Advice Local to [read more].