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How Kitchen/Counter-Top Contractors Can Benefit from Online Marketing

Posted on 10. Oct, 2011 by Westchester Internet Marketing in All Local Search Posts, Home Services, Internet Marketing & Local SEO

The process of recovery from the recession has been slow for countertop fabricators. Successful investor Warren Buffet now sees signs of recovery in most parts of the economy, with the exception of housing. However, Buffet projects improvement in the housing market starting by the end of 2011. More optimism comes from Harvard University’s Joint Center for Housing Studies, which projects an inflation-adjusted 3.5% annual growth rate for the home improvement industry in the next decade.

Amidst these encouraging signs, countertop fabricators need to be prepared for recovery with an up-to-date marketing plan.

Local Online Success: “it’s a journey, not a destination”.

Posted on 05. Sep, 2011 by Westchester Internet Marketing in All Local Search Posts, Automotive, Business-to-Business, Classified Sites, Coupons, Food & Dining, Health & Medicine, Home Services, Internet Marketing & Local SEO, Internet Yellow Pages, Legal & Financial, Maps, Mobile, Optimization, Pay-Per-Click, Professional Services, Real Estate, Recreation & Entertainment, Reputation Management, Retail, Social Networking, Traditional Media, Travel & Transportation, Video, Websites

To achieve a high-level of online visibility and internet marketing success, local businesses need to consider multiple factors…

So what’s the definition of “online success”? For most local business owners – it’s a visible, productive presence across search engines and the increasingly more fragmented local Internet. Strong, relevant visibility will enable a website to act as the marketing tool it should be, and its success can come in several forms; including phone calls, contacts, and on/off-line sales.

It all starts with the “foundation” – aka the website; one that is both user and mobile-friendly (why? check out these recent findings). A properly designed and optimized site and domain name has replaced the local phone number as the “hub” of all marketing and advertising efforts. The domain name in particular should be properly formatted and included in all online and offline promotional efforts, including yellowbook ads, newspapers, billing statements, business cards, vehicles, store fronts, direct mail, creative media and promotional items. The website itself should be locally optimized and contain embedded video, images, relevant title tag/meta descriptions, and other search-engine friendly elements. A “call-to-action” statement will help drive conversions (or actions): give visitors a reason to take the next step and not hit their browser’s back-button!

And speaking of search-engine friendly elements, the ongoing off-page optimization of your site is critical. Specifically, a strong network of inbound links from authoritative sites will all act as “votes of confidence” for the search engines. Strategies include distribution and syndication of videos, blogs, press releases, and inclusion within IYP’s, local maps databases, directories and Google Place Pages. Without this important off-page piece of SEO, you’ll most likely never see top ranking or first-page placement for your most important keywords.

Search engine marketing (pay-per-click) campaigns will ensure you maintain high visibility for the literally hundreds of keywords and keyword combinations that SEO cannot address. You’ll want to work thru a provider that can manage your campaigns across multiple search engines to effectivly reach your entire market. Use of landing pages and multiple ad groups will help maximize conversions. Also, make sure reporting includes all forms of conversions, including phone calls.

Lastly, these most basic requirements of online success need to include social media. These days, an active presence on Facebook, Twitter and more recently Google Plus will not only give a businesses more places to be found, but will help in overall optimization efforts (social is now a factor within search engines algorithms). Blogging, video/photo sharing and online ratings/reviews should also be considered important online social elements.

In summary, it’s important to realize there’s no quick-fix. This should be thought of more of a ongoing process, which most often should be left to a professional firm or agency. One place to start to learn more are on free online seminars. And remember, watch out for anyone making those unrealistic promises and claims!

Caution! Unrealistic Internet marketing claims coming your way!

Posted on 17. Jun, 2011 by Westchester Internet Marketing in All Local Search Posts, Automotive, Business-to-Business, Food & Dining, Health & Medicine, Home Services, Internet Marketing & Local SEO, Legal & Financial, Maps, Optimization, Pay-Per-Click, Professional Services, Real Estate, Recreation & Entertainment, Retail, Travel & Transportation

NOTE: this is not me.

I’ve been in the “local search” business since the earliest days. From selling IYP on BigYellow.com, the Yahoo! Yellow Pages and InfoSpace in the 90′s, to SEM, SEO and more recently Social Media, video and Reputation Management services – and all I can say is “I’ve heard it all”!

Lately however, there seems to be a higher proliferation of questionable sales pitches and practices – and it’s not just coming from the local independent guys or fly-by-night start up’s. Increasingly, these unrealistic promises and aggressive lyrics are being used by larger, more “legitimate” firms in the SMB space. Some discussion on this being a sales “training issue” recently took place over on Screenwerk, but I think there is more to it than that…

The reality is this; the marketplace continues to become more competitive. Local search represents the fastest growing segment of online marketing – and some companies/individuals will say just about anything to get their piece of the pie. Additionally, the continued fragmentation and complexities of the “splinternet” is generating more confusion for business owners. Although most local business now realize they need to be visible wherever and whenever potential customers are searching, I think their judgement can become easily impaired under some of these strong sales and closing tactics.

I’ve personally taken a great amount of pride in setting realistic expectations with clients. As a seasoned sales professional I’ve learned that as much as one wants to exceed quota or win the current sales contest; it’s a consistent honest, realistic and passionate approach that wins the game and builds long-lasting, mutually beneficial relationships. Strong Clients relationships are a journey – not a destination.

So as a public service, here are the latest and most frequently heard unrealistic and questionable sales tactics to look out for…

Performance guarantees! Any time the word “guarantee” is used within the world of marketing, watch out! This is especially true in the areas of SEM & SEO. There are never any guarantee: not with PPC positioning, not within organic rank, not within local listings and certainly not regarding your advertising ROI. This is one of the most popular tactics being used; “Mr. Business, I guarantee first position in 30 days, for $199/month”! Run for the hills…
Something for nothing? Online, local businesses really can get something for nothing! Inclusion within Google Place Pages, Yahoo! Local and Bing Maps is FREE, and it’s a good place to start building an online presence. As a matter of fact – most businesses already have some level of inclusion – but “claiming” that listing and optimizing it for better rank is the next natural step. This can usually be done with minimal time and expertise (although true website SEO is a critical ranking component – with this you’ll need some assistance). I’ve personally received calls (as have my clients) from Marketing Representatives that offer Google listings for a flat fee of $49, $99, or even several hundreds of dollars per-month! Now, having the marketing experience and knowledge to optimize a Place Page does have some value, but positioning the service a recurring $99/month charge into perpetuity is where I have a problem…
Optimization of ___ (fill in the blank). I recently worked with a Client that got swindled into a long-term contract for optimization services, and thanks to that ineffective effort – this business now falls into a growing group of “SEO doubters”. “Optimization” is quickly becoming the most mis-used term in our industry. Everyone it seems wants to “optimize” something, but few of these SEO services I’m hearing within the local-space really address all the critical SEO factors (on-page factors, inbound links, social, listings, ratings/reviews, etc.). High organic rank and visibility is a product of multiple efforts and hard work – don’t’ get fooled by anything less. Ask for references!
Cheap SEO/or cheaper PPC. Generally speaking, you get what you pay for. In the world of PPC, I’m continually surprised at the number of business owners that fall victim to claims of cheaper pay-per-click advertising. PPC is a commodity, and outside of set-up or monthly service fees the market/competition is what dictates the budget (“supply and demand”). The best PPC agencies don’t sell on price, they propose budgets that would maximize advertising R.O.I. SEO on the other hand is more of a “service” that consists of significant man-hours and expertise. Some components of SEO may be more competitive if fulfilled off-shore, but generally speaking – a full-blown, inclusive and effective SEO project cannot be completed for less than several thousand dollars. Watch out for the one-size fits-all “cookie cutter” strategy!

Feel free to “comment” and let us know what you’ve heard out there as well…

Social Media marketing examples…

Posted on 12. Jun, 2011 by Westchester Internet Marketing in All Local Search Posts, Coupons, Food & Dining, Home Services, Internet Marketing & Local SEO, Real Estate, Social Networking

Last week, I touched on why social is a critical component of SEO, and it prompted a number of requests for real-world examples. I’ve found many, and one observation is consistent across the board; there are no clear “best practices” being used. For example, some business set-up accounts, posted once or twice, then vanished. The ongoing ”care and feeding” required to develop a healthy group of followers is absent, which is understandable (it’s time-consuming).

Also, the ultimate goal is to engage clients/customers, and increase business, right? Too many forget about this and never offer that all-important “call to action” – a coupon, discount, or special deal.

Here’s a moving company on Facebook, not a bad example:

Increasingly, I’m finding local businesses active on Twitter as well; at least in the major metros and categories. Here are a few screenshots of NY, CT and MA bases businesses:

One of the best examples of creative Social Media marketing I’ve seen to date is from Intel (not a typical local business example, but well worth your time). It’s very well done: http://www.intel.com/museumofme/r/index.htm

Your Marketing Plans Should be Warming Up!

Posted on 21. Feb, 2011 by Westchester Internet Marketing in All Local Search Posts, Automotive, Home Services, Internet Marketing & Local SEO, Legal & Financial, Optimization, Pay-Per-Click, Professional Services, Real Estate, Recreation & Entertainment, Retail, Travel & Transportation

The majority of the U.S. is covered by record-breaking snow and cold weather, but smart business owners and marketers are starting to have “warmer thoughts”…

Several months ago I wrote about those businesses that could take advantage of the increasing holiday searches, now it’s time to look at those upcoming warmer weather opportunities…

Thanks to predictive search tools like Google Insights and historical search data, local businesses can now position themselves “ahead of the curve” to capture the upcoming surge of new potential customers and clients. As it can take up to 30 days to effectively launch a PPC program, and 60-90+ days to benefit from an SEO project, now is the time start!

Businesses that can benefit from increasing search volume (new customers) March – May:

Landscapers / Lawn Care
Fence Repair
Roof / Gutter Contractors (major winter damage this season!)
Accountants / Tax Prep.
Bicycle Shops
Anything related to Weddings (caterers, tent rentals, tux shops, florists, etc)
Summer Camps (yes, they are booked by June 1!)
Boat Dealers
Auto Dealers
Vacation planning / travel agents
Home Improvements / Contractors
Auto Body Repair
Golf shops / courses

Any others you can come up with?

Filed under: All Local Search Posts, Automotive, Home Services, Legal & Financial, Optimization, Pay-Per-Click, Professional Services, Real Estate, Recreation & Entertainment, Retail, Travel & Transportation

This Week in NY Small Business…

Posted on 27. Dec, 2010 by Westchester Internet Marketing in All Local Search Posts, Automotive, Business-to-Business, Food & Dining, Health & Medicine, Home Services, Internet Marketing & Local SEO, Legal & Financial, Mobile, Professional Services, Real Estate, Recreation & Entertainment, Retail, Traditional Media, Travel & Transportation

From this weeks NY Times Small Business section, and recommended reading for Westchester County based business owners…

SLEIGH BELLS AND CASH REGISTERS RING – Looks like our darkest days are behind us. In November, consumer spending increased, orders for durable goods gained and architecture billings rebounded.
HELLO 2011 – Calculated Risk asks 10 economic questions for next year. Mashable’s Erica Swallow lists five small-business predictions.
GOING MOBILE – A new report says that small businesses are going mobile in a big way.
HO, HO … OH, NO – Now that Christmas is over, we’re warned to keep an eye out for returns fraud.

Read the entire article here.

Filed under: All Local Search Posts, Automotive, Business-to-Business, Food & Dining, Health & Medicine, Home Services, Legal & Financial, Mobile, Professional Services, Real Estate, Recreation & Entertainment, Retail, Traditional Media, Travel & Transportation

Winter in Westchester, The Holidays & SEM…

Posted on 15. Nov, 2010 by Westchester Internet Marketing in All Local Search Posts, Automotive, Food & Dining, Health & Medicine, Home Services, Internet Marketing & Local SEO, Internet Yellow Pages, Legal & Financial, Pay-Per-Click, Recreation & Entertainment, Retail, Travel & Transportation

While driving the other day I passed the 2010 Rockefeller Christmas tree being transported into NYC, police escort and all.

Pretty cool, but hard to believe I’m seeing Christmas preparations already. It got me thinking about all the SEM advertisers that need to start preparations of their own.

Most businesses experience ups and downs throughout the year; some cyclical, some triggered by one-time events. Christmas of course is a biggie, as are other holidays. Changing seasons, one-time economic and weather events and increased competition are also factors. Thinking 30 days ahead of these predictable trends and positioning yourself “ahead of the curve” will ensure you remain competitive. At the same time, you’ll capture additional new customers and gain market share.

For example, I know of a Manhattan-based Costume Shop increases their PPC budget ten-fold every August to prepare for the upcoming crush of consumers in the following 60 days. Google Insights data confirms this decision as being a smart one:

Insights is just one of the great tools you can use to predict things like search interest (aka: “demand”). Based on this, as well as IYP usage data, I’ve looked at a number of businesses verticals and identified those that are now entering their “prime season”. They include:

Caterers & Restaurants
Anything retail
Electronics
Jewelery & Watches
Ski Shops
Snow plowing & Equipment
Tires
D.J.s
Carpet Cleaners
Accountants
Tax Attorneys
Divorce Lawyers
DUI Attorneys
Health Clubs

Competition is increasing, as is demand for these products and services. Smart businesses that are prepared and proactive will benefit from the increased exposure and additional new sales that are sure to follow!

Filed under: All Local Search Posts, Automotive, Food & Dining, Health & Medicine, Home Services, Internet Yellow Pages, Legal & Financial, Pay-Per-Click, Recreation & Entertainment, Retail, Travel & Transportation

Search Alert: Pest Control Services

Posted on 20. Sep, 2010 by Westchester Internet Marketing in All Local Search Posts, Home Services, Internet Marketing & Local SEO, Pay-Per-Click

Thanks to these nasty little creatures, searches for bed bug removal and related terms are exploding.

According to Google, general searches for “bedbugs” have increased 83 percent in the last year and 182 percent for bedbug-related searches for a four-week period in Aug., compared with the same period a year earlier. Take a look at NY based search volume, where the problem has been particularly significant:

According to this NY Times article, “with more people fearing a bedbug infestation, however, many companies are seeing fewer leads for business and more people clicking on their ads in search of information, increasing the amount of money they spend on their campaigns each day.

This emphasizes the need to either “become a SEM expert” and manage your campaign very carefully, or hire a professional. And if hiring, be sure to qualify the firm by asking the following:

Are they either Google certified, or is their firm an Authorized Google partner?
How about Yahoo/Bing – what are there levels of certification?
Do they have testimonials or successful case studies to share?
Years of experience? What’s their track record?
Is any level of enhanced reporting or analytics available, like call or conversion tracking?
Are they involved with other areas on Internet marketing like SEO or website design?

Filed under: All Local Search Posts, Home Services, Pay-Per-Click

Local Internet Marketing is Complicated!

Posted on 29. Mar, 2010 by Westchester Internet Marketing in All Local Search Posts, Automotive, Business-to-Business, Classified Sites, Food & Dining, Health & Medicine, Home Services, Internet Marketing & Local SEO, Internet Yellow Pages, Legal & Financial, Maps, Mobile, Optimization, Pay-Per-Click, Professional Services, Real Estate, Recreation & Entertainment, Retail, Social Networking, Travel & Transportation

David Mihm’s illustration representing the “local search” relationships makes a great point: this business of local search marketing is complicated!

In my experience, the typical local business owner doesn’t have the time or expertise to effectively manage online advertising investments - as illustrated in the recent Search Engine Land article ”Local Search Complexity = SMB Frustration“.

Not only do you have numerous, complex supplier/directory relationships – but the continued fragmentation which is taking place keeps everyone on their toes! Search Engines, social networking, blogs, directories and Internet Yellow Pages, mobile, vertical and hyper-local sites, etc., etc., etc. Additionally, there are website design issues, analytics to keep up with, billing reconciliation, A/B testing, optimization and many other time-consuming elements. Oh, and by the way – let’s not forget about the day job! It can be challenging, to say the least.

This is the primary reason so many third-party providers have jumped-into the game over the past several years – there is a void to fill; an overwelming demand to hand off this business of Internet marketing to a trusted advisor. Problem is: exactly who can you trust? The local SEO expert? Your website design guy? An out-of-work executive or moonlighting sales rep? The phone company, the local newspaper publisher, your tax software company? All these characters are now in the game!

A word to the wise: be careful with whom you choose to work with! Here are a few quick tips:

Stick with a well-known firm. Check their history; how long have they been in the Internet marketing business? Is it one of their core competencies?
Was the term “guarantee” used in their pitch? If so, run for the hills!
Are they charging you for free services like Google Maps, or worse yet – taking “credit” for those leads/clicks?
Is there a monthly recurring management fee? And if so, is it based on a percent of your overall budget? Hmmmm - could be a conflict of interest…
Are they willing to provide full transparency and reporting?
Are testimonials, references or case-studies from happy clients available?

Filed under: All Local Search Posts, Automotive, Business-to-Business, Classified Sites, Food & Dining, Health & Medicine, Home Services, Internet Yellow Pages, Legal & Financial, Maps, Mobile, Optimization, Pay-Per-Click, Professional Services, Real Estate, Recreation & Entertainment, Retail, Social Networking, Travel & Transportation

Search Alert: Carpet & Rug Cleaning

Posted on 14. Feb, 2010 by Westchester Internet Marketing in All Local Search Posts, Home Services, Pay-Per-Click

In Jan 2010, there were over 3.8 million searches for local carpet & rug cleaners online. This includes both Internet Yellow Pages sites, as well as local search sites. The majority of these searches are using the same 335 keywords and keyword combinations, including: