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Reviews: How to Handle Negative Feedback | Local Search Essentials St. Augustine FL

Why Reviews Matter (Source: BrightLocal)

  • 92% of consumers read online reviews
  • Star rating is the number one factor used to judge a business
  • Only 13% of customers consider using a business with a 1-2 star rating

When Negative Feedback May Be Taken Down

  • Most review sites will not take down reviews written by real customers
  • Reviews may be removed if they have been written by competitors or contain defamatory remarks
  • Claiming business on review sites is necessary for having negative feedback removed

What to Do About Legitimate Negative Feedback

  • When a review cannot be removed, the best step is to respond directly
  • Responding to a customer review can prompt them to change their star rating of your business
  • Responses may take place on review site forums or via email/phone
  • When issues are resolved privately, post a public comment so that potential customers can see that you did respond to the review

How to Boost Positive Reviews

  • Do not bribe customers for positive feedback
  • Do use widgets to encourage customers to give forced feedback
  • Offer great customer service with every transaction

Our proprietary software enables local businesses to collect and syndicate customer reviews and predictively advertise to past customers.

  • Customer Review Management
  • Social Media Integration
  • Automatic Service Reminders
  • Review Syndication
  • Multi-channel review generation

reviews

Working with our local search specialists, businesses get more new customers, build their online reputation and grow revenue from repeat customers with predictive advertising. Call for a free analysis! (904) 823-9747

 

 

Take Back Your Traffic with Retargeting

When you think about your goals for digital advertising, one of your top focuses might be driving traffic to your website. But, it is also important to think about how to get conversions from consumers once they land on a given page on your website. Many modern consumers will spend a good deal of time “window shopping” and doing research before making a purchase—especially with big ticket items—so they may stop by your website without following through with a conversion on the first visit. To regain a customer’s attention when he or she is ready to buy, you might rely on retargeting. With retargeting, you can position ads toward customers who have already seen your website, offering special promotions or offers that might draw them back in.

retargeting

How does retargeting work?
Retargeting relies on cookies, which are small files that store specific pieces of information, typically the time and length of a visit to a website as well as the products viewed and pages visited. Retargeting cookies are anonymous, and they are necessary for identifying the right groups to position ads to in the future. Using the information gathered from targeting, a vendor will be able to place ads within select exchanges to make ad visibility likely among those window shoppers who stop by your website.

What are the best practices for retargeting?
The goal of retargeting is to achieve conversions, so you should limit retargeted ads to audiences who did not convert on their first visit to your site. While it may be effective to simply host generic ads that keep your company’s name in the back of a potential customer’s mind, it is usually ideal to create ads with clear calls to action as well as special offers that can make a purchase with you more worthwhile than a purchase from your competitors.

How should you set up your retargeting campaign?
Retargeting may be facilitated through large ad platforms or through social media sites, each of which has its own unique benefits. Regardless of which method you choose, you should be sure to keep clear conversion and impression goals in mind while creating multiple campaigns for various types of shoppers.

If you want to learn more about retargeting and its potential for recapturing your leads, connect with one of our team members today. Local Search Essentials can help you be seen in all the right places to ensure your online marketing is a success.

Search Advertising 101

paid search advertisingWhen it comes to online advertising, there are a number of different tactics that can increase your visibility and brand awareness while driving up leads and conversions. Search advertising is a key component of online marketing, as it capitalizes on the fact that many consumers will now use Google or another search engine when they are preparing to purchase local products or services. Google is by far the largest search platform used by American consumers, and it processes about 40,000 search queries every second, or 3.5 billion per day. With numbers like these, it is hard to imagine how search engines filter results displayed to consumers to provide relevant information. When you look at a Search Engine Results Page, or SERP, you will notice that sponsored results occupy the most visible parts of the screen at the top and bottom of the page. These results appear due to search advertising, which requires an ongoing approach to produce quality ads matched to relevant search terms and locales.

How Search Advertising Works

Search advertising uses specific keywords to pair results with individual searches, and these results are filtered based on a number of factors. In addition to the quality of the ad and the website it links to, paid search results will be filtered based on the cost payed for a certain keyword. However, cost is not everything. By investing in a well-rounded approach to online marketing, you will end up paying less overall per search when you implement search advertising. Below you’ll get a closer look at how search advertising works as part of a comprehensive online marketing strategy.

  • Build keyword lists – Like organic search results, paid search results are initially filtered based on keywords. With search advertising, however, you pay for the use of certain keywords, which is why it is essential to do extensive keyword research before posting paid ads.
  • Create adsOnce you have identified the right keywords, you will make ads to pair with each one. Your ads might include a few descriptive lines of text about your business, a specific offer, or a certain service. They might also feature customer reviews, contact information, and photos. When you enhance your ads with these components, they will have a higher quality score, making them more likely to appear in searches.
  • Link relevant landing pagesThe landing page linked in your ad is very important, because it should be directly related to the text of the ad. If, for example, your ad features a promotion about roofing, the landing page should not feature information about gutter cleaning.
  • Monitor trafficSearch advertising is not a static process. Because the popularity, and therefore the cost, of keywords can change over time, you may need to alter your keywords. You might also find that certain search terms deliver more success than others, so you can allocate more of your advertising resources to these terms. With tools like Google AdWords, you will get a clear picture of how your search advertising campaign is performing so that it can continue to evolve with your needs.

Why Search Advertising Works

Search advertising is highly effective, because it can boost the visibility of your business and deliver more leads than organic search alone. What’s more is that search advertising can be very cost-effective, because you only pay for advertising when someone clicks on your ad.

To be sure that you get the most out of your paid search campaign, connect with our team today. Give us a call to discuss your advertising needs and begin building an effective strategy for your business. (904) 823-9747

Resolve to Optimize Your Search Campaign in 2017

In 2017 and beyond, digital marketing is only expected to continue to grow in its prevalence and importance. Businesses of all sizes can benefit from a New Year’s resolution to optimize a search campaign. Search advertising might include boosting organic search results, using pay-per-click ads, and increasing social presence; each of these tasks requires dedicated attention and careful planning to achieve visibility and success. As you plan to take on these strategies for search advertising, use the following guidelines to ensure that you see the results you want throughout the coming year.

Set Clear Goals
Not every business will share the same goals for a search marketing campaign, so it is essential to customize your strategy with clear, measurable goals from the get-go. Start with a broad goal such as raising newsletter subscriptions, boosting sales, or increasing brand awareness. From here, you can narrow down the more specific goals that will lead you to your key objectives.

Redesign Your Landing Pages
No matter what you want to accomplish with your search campaign, you will want to get your website in shape before making substantial investments in AdWords and other advertising services. Quality landing pages are a must for any search campaign, whether you are relying on paid or organic results. Every keyword should be paired with a unique and informative landing page that will grab consumer attention, deliver the information they want, and provide an actionable conclusion.

Do Your Research
Even if you have an existing search campaign, you will want to take the time to research keywords and current marketing trends, as these steps will ensure that your campaign is current and effective. If you are just beginning a search campaign, a lot of research may be needed to get started, and this can be facilitated by professional marketing experts who can weigh the cost and benefits of potential keywords for your business. It can be tempting to just opt for the most popular keywords regardless of cost, but you might not rank for these search terms without some established authority through your site.

Balance Paid and Organic Search Campaigns
Most successful search campaigns will achieve a balance between paid search and organic search. Paid search results are the most visible on the page—even more so since Google updated their SERP design to include even more paid results per page—but organic search results are often viewed as more trustworthy by consumers. Investing on both fronts can help you see the best from both worlds, achieving optimal exposure for your business.

Whether you want a fully managed search campaign or you simply need assistance with the technical components of AdWords, we can help you see the results you want for search advertising in 2017. Call us today to discuss your business’s digital marketing needs or visit our website.

Increase Your Social Media Presence with These Tips

Managing the social pages of your small business can present an opportunity for growth when done right. There are unlimited opportunities in sales and brand awareness when you harness the power of social media because visits to social sites make up about 20% of time spent online on both mobile and desktop devices (Business Insider). If you want to take advantage of the popularity of social media to boost your business, take a look at the following steps to bolster your business’s social presence and increase customer engagement with your brand.

social media presence

Create Profiles on All Social Networks

While Facebook continues to dominate social media in every demographic, it is not the only social site that matters. Creating profiles across all major social sites—Twitter, LinkedIn, Instagram, Pinterest, and Facebook—will maximize your exposure and allow you to test out different social strategies utilizing the varying formats of each platform.

Invest the Most Time on Networks Where Your Customers Spend Time

Once you begin to manage multiple social profiles for your business, you can see where you are gaining the most attention from your customers. With this data, you’ll know where to dedicate the most time to updates and interaction.

Add Social Sharing Buttons to Your Site

The content you create and post on your website can propel your social presence because it will be easy for readers to share—especially when you add social sharing widgets to your site. In addition to making your content more shareable, social buttons can also allow for one-click following, which increases the number of viewers your social profiles will see.

Avoid Obvious Self-Promotion

Successful social marketing requires a nuanced approach. Rather than blatantly advertising with social posts, you will want to primarily focus on offering helpful information or interesting discussions with your customers. About 8 out of 10 posts should be more engaging, while the other 20% can include a more direct sales pitch or promotion.

Interact with Your Followers

Finally, you’ll want to remember that social media relies on back and forth communication between users, so it is beneficial to reach out to your followers and those who mention your company. Continuing the conversation about your company can create a more positive and relatable image for your brand, which will keep customers coming back.

If you find yourself without the time to manage your social presence or you need a strong content strategy to back up your social posts, our team of digital marketing professionals can help. Call us at (904) 823-9747or visit our website to get a closer look at our social marketing services.

Resolve to Optimize Your Search Campaign in 2017

In 2017 and beyond, digital marketing is only expected to continue to grow in its prevalence and importance. Businesses of all sizes can benefit from a New Year’s resolution to optimize search campaigns. Search advertising might include boosting organic search results, using pay-per-click ads, and increasing social presence; each of these tasks requires dedicated attention and careful planning to achieve visibility and success. As you plan to take on these strategies for search advertising, use the following guidelines to ensure that you see the results you want throughout the coming year.

search campaigns

Set Clear Goals

Not every business will share the same goals for a search marketing campaign, so it is essential to customize your strategy with clear, measurable goals from the get-go. Start with a broad goal such as raising newsletter subscriptions, boosting sales, or increasing brand awareness. From here, you can narrow down the more specific goals that will lead you to your key objectives.

Redesign Your Landing Pages

No matter what you want to accomplish with your search campaign, you will want to get your website in shape before making substantial investments in AdWords and other advertising services. Quality landing pages are a must for any search campaign, whether you are relying on paid or organic results. Every keyword should be paired with a unique and informative landing page that will grab consumer attention, deliver the information they want, and provide an actionable conclusion.

Do Your Research

Even if you have an existing search campaign, you will want to take the time to research keywords and current marketing trends, as these steps will ensure that your campaign is current and effective. If you are just beginning a search campaign, a lot of research may be needed to get started, and this can be facilitated by professional marketing experts who can weigh the cost and benefits of potential keywords for your business. It can be tempting to just opt for the most popular keywords regardless of cost, but you might not rank for these search terms without some established authority through your site.

Balance Paid and Organic Search Campaigns

Most successful search campaigns will achieve a balance between paid search and organic search. Paid search results are the most visible on the page—even more so since Google updated their SERP design to include even more paid results per page—but organic search results are often viewed as more trustworthy by consumers. Investing on both fronts can help you see the best from both worlds, achieving optimal exposure for your business.

Whether you want a fully managed search campaign or you simply need assistance with the technical components of AdWords, Local Search Essentials can help you see the results you want for search advertising in 2017. Call us today to discuss your business’s digital marketing needs. (904) 823-9747

Are You Utilizing Facebook Advertising?

facebook ad setup

Facebook ads not only let you advertise on the budget of your choice, but allow your customers to help promote your business to their family, friends and the community.

Did you also know?

  • 1 of every 5 minutes people in the US spend on mobile is on Facebook
  • Five new profiles are created every second
  • Worldwide, there are over 1.79 billion monthly active Facebook users which is a 16 percent increase year over year

But before you can start selling to your audience, you need to know who your ideal customer is, where they are, and what they will buy. With Local Search Essentials, we will provide what your business needs to find and keep those potential customers.

call out to audience

Advertising on Facebook makes it possible to find – the right people – at the right time – through targeting, to capture their attention, and get the results you and your business need. Whether you’re ready to get started, have questions or simply want more information, Local Search Essentials is here to help. Call us today at (904) 823-9747 or visit our website: www.localsearchessentials.com

Extending your reach has never been this easy!

Are You Promoting Your Business In The Right Places?

The number of review sites available to customers who want to voice their opinion about a business or product just keep growing. But did you know that 63% of consumers read reviews on search engines, like Google and Bing, over review sites, like Yelp? While many focus on review platforms like Yelp and TripAdvisor, smart marketers know that Google reviews — reviews, ratings, and customer feedback that appear on Google Maps and Google search results can be much more important. Especially considering how millions of consumers find businesses, brands, and services through “Googling”.

For more than 10 years, we have been helping local businesses across 100’s of industries dominate local search and promote their businesses online.  Are you turning to the right source to promote your business? For more information, please visit our website or give us a call today. (904) 823-9747

online reviews

Will My Online Reputation Impact My Business?

How Is Your Reputation?

Social media has grown immensely in the last few decades. While many companies are aware of the importance of establishing an online presence along with reputation, some are not. As a business owner, you must know that having a good online reputation is essential for business growth. Whereas a negative online reputation could greatly impact your bottom line.

reputation-marketing-1

With the rise of the digital age, it has become extremely easy for people to instantly share their ideas and opinions with potential customers online. This can lead to an amazing opportunity of increased exposure for businesses. When happy customers leave five star reviews and share their positive brand experiences with friends and family on social media, it brings brand awareness to a whole new level. But negative reviews can be quite dangerous to your reputation. 88% of consumers read online reviews before they purchase local services and 92% believe what they read! What the public says about your company online has become the single most important reflection of your company’s character, reliability, and skill.

Managing Online Reputation

Local Search Essential‘s proprietary software enables local businesses to collect and syndicate customer reviews and predictively advertise to past customers.  We offer the following comprehensive services for managing your online reputation:

  • Customer Review Management
  • Social Media Integration
  • Automatic Service Reminders
  • Review Syndication
  • Multi-channel review generation

Working with our local search specialists, businesses get more new customers, build their online reputation and grow revenue from repeat customers with predictive advertising.  Visit our website: www.localsearchessentials.com or call us today to discuss managing your online reputation. (904) 823-9747

 

 

mobile marketing

5 Essential Mobile Marketing Strategies to Boost Your Business Now

The explosive use of smartphones and tablets has created a new world of opportunity for today’s businesses. No other medium in the history of technology has been so personal, so powerful, or so disruptive to consumers’ day-to-day lives. Mobile devices put the world’s information directly into consumer’s hands 24/7, providing an abundance of choices and affecting decision-making in ways we have yet to even fully understand.

Those organizations that have recognized the power of mobile to drive deeper, more meaningful connections with their customers and prospects are the new leaders in a mobile-first world. But just in case your business has yet to fully jump into the mobile fray, here are five important mobile marketing strategies to help put you on the road to success:

1. Apps are where it’s at

Last year, mobile apps surpassed television as the medium with which consumers spend the most time. The mobile web, meanwhile, accounts for only 13% of the amount of time spent on mobile and is generally used for basic searches. However, native apps provide a more sophisticated experience — they’re typically faster, more interactive and serve as a dynamic two-way communications channel. Apps can utilize smartphone features like push notifications, the camera and the phonebook, and they allow businesses to get creative with personalized offers, loyalty programs and exclusive content. So while having a mobile-optimized website is important, remember that to truly deliver an enhanced mobile experience, apps are where it’s at.

2. Up your game

Once you’ve committed to an app, think about how it can serve as an extension of your brand while providing a great experience to your users. An app allows businesses to stay top of mind by occupying coveted real estate on a user’s mobile device. And while apps are capable of delivering experiences that other mediums cannot, it’s imperative to consider how your app’s functionality addresses your target audience’s needs, desires and intentions. What utility does it offer? How can it simplify previously difficult tasks? How does it entertain and delight users? Are you using it to reach people with the right message at the right time? The easier, better or more enjoyable you can make your customer’s lives, the more they’ll use your app.

 

3. Engage users one-on-one

Not all mobile users are alike. They will demonstrate different patterns and behaviors based on any number of characteristics, such as which type of device they use, where they live, how they found your app, and of course their own personal styles and tastes. One recent study, for example, found that app engagement is highest on weekends for iOS users but that the opposite is true for Android phone owners. Insights like these can help you decide when and how to deliver content, offers and other initiatives that cater to the user’s preferences and have maximum impact.

 

4. Become data-driven

Apps can collect a goldmine of data on your users. And with the right analysis, any business can truly get to know its customers better and understand what makes them tick. But it’s up to you to harvest the right insights from your data and put it into action. In today’s competitive mobile landscape, these insights can help improve the app, deliver a more personalized experience, and, when promoting your app to obtain users, to understand which marketing and advertising channels are most successful.

This last point, known as mobile attribution, is essential for measuring the effectiveness of your marketing efforts so you can optimize your budget accordingly and attract the highest quality users to your app. “Attribution analytics are absolutely essential for app marketers in today’s environment,” said Oren Kaniel, founder and CEO of AppsFlyer, a mobile attribution and marketing analytics platform that helps marketers measure their mobile campaigns across Google, Facebook, Twitter and 1,500 other media sources. “Without it, marketers are simply flying blind, but the data from attribution analytics can help them get the greatest return on their investment.”

 

5. Connect the dots

Don’t let your app strategy exist in a silo. The average US household owns 5.7 Internet-connected devices, and consumers aged 18 – 64 use three or more devices every day — which means that your business’s marketing strategy should integrate all of your web, social, mobile, and even any broadcast or offline campaigns into a cohesive experience for your customers. With technologies available today, it is possible to recognize users as they move from their laptop to their smartphone to their tablet, and to create a seamless experience across all their devices.

 

Committing to Mobile

No one ever said that building a successful mobile strategy was easy. It requires the right mix of creativity and imagination with a data-driven mindset and an adherence to your brand. Most of all, it requires a commitment to providing the best customer experience possible. But, given that mobile serves as consumers’ primary and most personal devices in today’s world, the payoff for those businesses that get their mobile strategy right stands to be a game-changer.

 

Originally Posted at: http://www.inc.com/dave-kerpen/5-essential-mobile-marketing-strategies-to-boost-your-business-now.html

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