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Digital Marketing

Programmatic Advertising

What’s Programmatic Advertising?

Digital Marketing / By

Programmatic Advertising: Reach Your Target Audience with Greater Precision What Is Programmatic Advertising? Programmatic advertising is an algorithmic process of buying and selling ad inventory in real-time across a network of media, information, and entertainment websites and apps. Rather than a direct buy, where an advertiser places an insertion order with a publisher, programmatic enables advertisers to place many buys across many sites and apps, all in real-time. This buying style is made possible with demand-side platforms (DSPs). These platforms use complex mathematical formulas that evaluate advertising goals, inventory data, third-party consumer data, ideal ad formats, bidding preferences, and consumers’ online behavior patterns to create an efficient, cost-effective buying strategy. Real-Time Bidding: What’s That? Just like it sounds, real-time bidding automates the buying of ad space in real-time based on information gathered about the page and the user. This information is passed to an ad exchange, where ad inventory is sold to advertisers via auction. How Real-Time Bidding Works It’s as easy as 1, 2, 3, 4: Advertisers decide which audiences they want to target with their ads based on audience data, existing customers, or new prospecting audiences. When a website user visits a web page, information about that visitor is reported back to the ad exchange. If the website user matches the target audience defined by the advertiser, the advertiser will then enter an auction, competing against other ads for the same audience. The ad with the highest bid is then shown to that website user on the site during that user’s visit. This whole process occurs in milliseconds, millions of times a day all across the web, mobile, and in-app.Hyper-Targeting Powered by Data Programmatic advertising allows advertisers to reach a relevant audience with greater precision due to automated bidding based on real-time data. This kind of data-driven targeting is not possible with traditional or linear advertising that’s bought direct, or ahead of the user’s action. The more targeted and thoughtfully the campaign is built, the more engagement and better performance for the advertiser.

QR Codes

Using QR Codes & Call Tracking Numbers

Digital Marketing / By

QR Codes and Call Tracking Numbers: Useful Tools to Test Your Advertising & Marketing Campaigns You Can’t Optimize What You Don’t Measure Call tracking numbers and QR codes can measure the effectiveness of various adverting and marketing campaigns, especially print media. These technologies provide valuable insights into audience engagement and can help you optimize your campaigns for better results. They are also more reliable than trying to remember to ask customers how they heard about you. Call Tracking Numbers Call tracking numbers are unique phone numbers assigned to specific marketing campaigns or channels. Each of the numbers are forwarded to your main business number. Through call tracking software, you can track the calls to measure the success of your advertising efforts. By analyzing call data, such as call duration, location, and conversion rates, you may gain valuable insights into which ads are driving the most leads or sales. QR Codes QR codes, on the other hand, are two-dimensional barcodes that can be scanned using smartphones. They direct users to specific web pages, landing pages, or promotional content. You may incorporate QR codes into print materials such as posters, flyers, and magazine ads to bridge the gap between offline and online marketing efforts. By tracking QR code scans, you can gauge your audience’s interest and monitor the effectiveness of your print campaigns in driving online engagement. Both call tracking numbers and QR codes offer several benefits for measuring marketing effectiveness: Data-Driven Insights: You can access detailed analytics to understand audience behavior, demographics, and preferences, enabling you to make informed decisions about future campaigns. Continuous Optimization: You can track and measure the performance of your campaigns in real-time to identify underperforming campaigns and make adjustments to improve their effectiveness, whether it involves tweaking ad copy, adjusting targeting parameters, or reallocating resources to more successful channels. Measuring ROI: By tracking leads and conversions generated through call tracking numbers and QR codes, you can calculate the return on investment (ROI) of your marketing efforts and allocate budgets more effectively. By harnessing the power of QR Codes and Call Tracking Numbers, you can more accurately measure the performance of print and other forms of media. With these tools, you can gain deeper insights, enhance campaign effectiveness, and ultimately drive better results from your marketing efforts.

Website

Why Every Business Needs a Website

Digital Marketing, Website Management / By

Why Every Business Needs a Website Many small business owners ask, “Since I have a small business and we don’t sell anything online, do I really need a website?” The answer is a resounding YES!! A website gives your business significant advantages. Research shows that 97% of consumers search for local businesses online. Also, a website is your property, so you have the freedom to decide what you want to promote and how you want it to represent your business. A website gives you visibility. With so many people searching for information online, having a website increases the chances of customers coming across your business. A website increases your credibility. A professional website helps customers take your business seriously. It shows you have invested in your company and you want to spread the word and grow. A website allows you to compete with other businesses in your field. If your customers can’t find you online, they will find someone else. But if your website is more appealing and usable than the websites of your competitors, you gain an edge. A website is like a digital brochure or gateway to your business. A compelling website creates a positive first impression of your business. Plus, because you can update it and change it periodically, you can keep it current while educating consumers about your products and services. A website is a place where you can showcase your best customer testimonials and positive reviews. This is a very effective way to establish trust and what marketers call “social proof.” Many consumers use customer reviews as a way to research the reliability of a company. If they see authentic positive reviews on your website, they are more likely to trust in your products and services.

Off-Site SEO

Off-Site SEO Tips

Digital Marketing, Search Engine Optimization / By

Off-site SEO Spreads the Word and Gets Your Business Noticed, Both Digitally and Locally Search engine optimization (SEO) is a key way to get your business noticed. SEO isn’t just one tactic, but a combination of efforts that work together to build your company’s visibility. Regardless of what product or service your business offers, your target customers are likely using online search engines like Google to get information about it. Sources say that more than 8 out of 10 consumers look for businesses online using search engines. Off-site SEO consists of actions you take (other than advertising) to promote your website on various online platforms. This strategy is sometimes referred to as building legitimate inbound links from trusted sources. Not only does this make your business easier to find through other channels, but it also boosts your SEO ranking with Google, making your website come up more prominently when an online search is conducted. Directories – Registering your company with national and local directories also falls into this category, and is one of the most important ways to connect with your community. Reviews – Garnering positive reviews on Google, Yelp, and other review sites is great, as this creates ways for consumers to learn about your company, plus the review sites provide links leading back to your website. Social Media – Maintaining social media channels for your business is another popular way to increase visibility and SEO. Facebook is very popular with adult consumers, so keeping up with a company Facebook page is a valuable way to communicate, in addition to providing links to your website. There is no doubt that Search Engine Optimization helps increase visibility, which in turn draws more customers to your company. It takes some work to implement these strategies, and it can take some time to build your SEO ranking, but it will be well worth it in the long run.

Display Advertisers

Digital Enhancements for Our Display Advertisers

Leave a Comment / Digital Marketing, Facebook, Print Advertising, Total Local Services / By

Our Display Advertisers Get Found Online Total Local Community Guides are an effective advertising media for our display advertisers since they are sent to every resident in a community through Every Door Direct Mail. However, since so much of our world has become digital, we also want to help our display advertisers get found online. That’s why we’ve recently launched new digital enhancements for all of our print advertisers. With a display ad, our advertisers also get these items online: A featured listing of each display ad on every community website page in which they advertise. A unique business profile page on our website with their contact information and ad. We also publish each community guide in a flippable format online at ISSUU.com and link display ads back to advertiser websites. 3 posts per year on our Total Local Facebook page for each community in which they advertise. These posts point back to advertiser websites and include their contact information. NEW! We’ve added enhanced Business Profile Pages on our website for any display advertiser that purchases a half page and above for free! Or, if you are a smaller display advertiser or would just like to be an advertiser on the website for a particular guide, you may purchase an Enhanced Business Profile Page. Enhanced Business Profile Pages on Total Local Our website includes a section for each of our communities where we publish a Total Local Community Resource Guide. On the Community Guide Page, we include an image of all of our display advertisers, which is clickable through to their Business Profile Page. Any of our advertisers that purchase the equivalent of a half page or above in display advertising in our books receives an Enhanced Business Profile Page. The enhancements include digitizing their ads by inserting key words of their products and services on the page. We can also add more text information that the advertiser provides. Plus, we link back to the advertiser’s website, google listing, or social media accounts. All of this helps contribute to the advertiser’s overall search engine optimization. We’ve started rolling these improvements out this fall with our summer guides, starting with Mason. Moving forward we will be adding these enhanced pages to each new Community Resource Guide. Total Local Community Facebook Pages For all of the communities where we publish a guide, we also host a community resource page on Facebook. This page not only features each of our display advertisers (for free) three times per year, but we also repost community events, local news, and more. Our pages for each community are not meant to compete with other community Facebook pages and groups. They are simply another way for local businesses and community information to reach more people on Facebook. These days, local information often gets drowned out by well-funded news sources and big-name brands. With Total Local Facebook pages, we focus on the businesses and events in your own community. We know that fostering a community connection helps businesses become more recognized by their customers. Creating a sense of community also encourages people to shop local, building up the community’s economy and creating a win/win situation for both residents and business owners. So, advertising with Total Local covers all your bases. Through our printed guides and our community Facebook pages, we provide you with a multi-faceted approach to reaching your audience. Your display ad in our Total Local Community Resource Guides will reach people in their mailboxes via Every Door Direct Mail. In addition, by giving our advertisers exposure on our community Facebook pages and with our Enhanced Business Profile Pages on our website, we have also provided them with a crucial way to be found online! Contact Us If you’re interested in advertising in Total Local’s Community Resource Guides or in an Enhanced Business Profile on our website, please contact us at 517-663-2405.

Online Reviews

Online Reviews Provide Social Proof for Your Company

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In this day and age, most consumers research about a company online before making a purchase or choosing a service. Whether they are ordering a product over the Internet, researching an in-store purchase, or looking for a service like a doctor’s office, chances are the potential customer will check out a company’s online reviews to see how it measures up. Online reviews are an important way for people to learn about your business, and if your reviews are genuine and mainly positive, they can be a huge asset in attracting customers. Authentic, positive online reviews can be one of the best forms of advertisement available. Research from Bright Local shows that 86% of people read online reviews for local businesses and 91% of consumers ages 18-34 trust online reviews as much as personal recommendations. With that in mind, having a collection of mainly positive reviews of your business is essential. There are many different platforms for customer reviews, but since Google and Facebook reviews are the most popular and most visible, those are the focus of this article. Sometimes Satisfied Customers Just Need a Little Nudge Sometimes a satisfied customer will be motivated enough to leave a glowing review of your company on their own, either on Facebook, Google, or another platform. But often, customers need a little reminding or nudging to leave reviews. How can you build up your body of online reviews, while still keeping them authentic? There are several ways. 1. Online Directory Listings: Make sure your company’s profile is listed in the biggest review channels, Facebook and Google. Update your Google My Business Profile and make sure the Facebook page for your business is up-to-date and current. That way potential customers can find your business online, and satisfied customers can leave positive reviews for others to see. 2. Follow the Rules: There are a couple of rules about reviews to keep in mind, to keep your company in good standing with Facebook and Google. While it is okay to ask for reviews, it is not okay to offer customers incentives for positive reviews or to hire third-party services to solicit or create inauthentic reviews. These guidelines are commonsense ways to ensure that the reviews about companies are genuine. 3. Ask for a Review: The most basic way to encourage positive reviews is to consistently provide excellent service. However, sometimes even happy customers need a little reminder. Asking them in person, over the phone, or via email is acceptable, depending on the ways your company typically communicates with its customers. If you are sending an email with a request for a review, it’s helpful to include a link or a badge that goes directly to the review pages to make it easy for the customer to simply click on the link. Add a request for a review on your business card or other printed communications as well. 4. In-Store or In-Office Reminders: Another way to gently remind customers about leaving a review is to post a sign in your store or office. All it takes is a simple sign near the checkout counter or the door, thanking them for being a customer/patient/client, etc., and asking if they would consider leaving a review on Facebook or Google, to help others learn about your company’s services. Responding to Reviews Builds Your Company’s Character In addition to requesting reviews, it is very important to respond to online reviews. If consumers see that you are reading your company’s reviews and creating a dialogue with customers, they will be more likely to see the reviews as genuine and to see your company as one that cares. Of course, once in a while every company, even the best ones, makes mistakes and ends up with an angry customer and a negative review. If you receive a negative review, it’s best to try to rectify the problem and respond to the review as soon as possible. Even if you are annoyed or outraged about a negative review, it’s always wise to remain professional; respond with understanding and compassion, and don’t let revenge or anger get the better of you. According to researchers, if potential customers see that your business is doing its best to address the stated problem, you will show your business to be sincere and caring, which is something consumers appreciate. Online Reviews Help Shoppers Become Loyal Customers With customer testimonials and your company’s responses, online reviews are an important way for consumers to learn about your company and your company’s level of customer service. By building your body of reviews and responding to them, you will create a way for savvy consumers to verify your company’s character, turning those who are shopping around into new customers. If you need help with directory listings or in setting up your Google My Business or Facebook page, Total Local now offers these services. We also provide monthly Facebook page management and can help you design and develop email marketing, business cards, and other print materials. Talk with your sales representative or call us at 517-663-2405 for a free marketing consultation today!

Smart Marketing

Search Engine Optimization as a Smart Marketing Strategy

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If you have a business that you want to market effectively, you will need a strategy that not only draws consumers to your website, but also makes your website easy to find. Search Engine Optimization (SEO) is essential for this. SEO is a strategy for improving your website’s ranking in search engine results. Regardless of what product or service your business offers, your target customers are likely using online search engines like Google to get information about it. Sources say that more than 8 out of 10 consumers look for businesses online using search engines. In our tech-savvy, digital world, a good SEO strategy will help get your company noticed. The good news is, there are some basic steps you can take to improve your website’s SEO, and over time, your website’s ranking will climb in those Google searches. That way, when a consumer does an online search for a product you offer, your company will be higher on the page, and therefore more visible and accessible. There are two basic types of SEO, onsite and offsite. Both are important in improving your search engine rankings. Onsite SEO refers to actions you take to make your actual website more search engine-friendly, while offsite SEO consists of actions you take (other than advertising) to promote your website on other sites or platforms. Rather than going into a lot of technical details, this article will give a broad overview and some basic tips. Onsite SEO Improves Both Your Online Ranking & Your Audience Experience Onsite SEO is the work you can do on your actual website to help it rank higher with Google, so when a consumer does an online search for a product or service you offer, your company will come up higher on the list rather than buried on some distant page of an online search. Also, in doing this work, you are improving the website itself, making your audience’s experience with your business better. The first is identifying keywords that a consumer might use when searching for your product or business, and then using those keywords in your title, the body of your page, the meta description, and alt text in your images. If this seems a bit overwhelming, a useful tool is an SEO website plugin that helps you organize this. For WordPress websites, the Yoast plugin is a great SEO help. Also, making sure your website is mobile-friendly is important, since the percentage of consumers using their phones for online searches is growing. Perhaps the single most important aspect of good onsite SEO is supplying quality, unique, and current content. If you have interesting content, readers are going to be drawn to it and will be more likely to share it, increasing your visibility. One way to showcase original content is to have a blog on your website that you can update with new articles regularly. Offsite SEO Spreads the Word, Both Locally & Digitally Offsite SEO, on the other hand, consists of actions you take (other than advertising) to promote your website on other platforms. This strategy is sometimes referred to as building legitimate inbound links from trusted sources. Not only does this make your business easier to find through other channels, but it also boosts your SEO ranking with Google, making your website come up more prominently when an online search is conducted. Registering your company with local directories falls into this category, and is one of the most important ways to connect with your community. Garnering positive reviews on Google, Yelp, and other review sites is great, as this creates ways for consumers to learn about your company, plus they provide links leading back to your website. Maintaining social media channels for your business is another popular way to increase visibility and SEO. Facebook is very popular with adult consumers, so keeping up with a company Facebook page is a valuable way to communicate, in addition to providing links to your website. There is no doubt that Search Engine Optimization helps a website’s visibility, which in turn draws more consumers to your company. It takes some work to implement these strategies, and it can take some time to build your SEO ranking, but it will be well worth it in the long run. This article gives a broad overview of a complex, yet essential issue. If you need any advice or help with SEO, both onsite and offsite, the professionals at Total Local would be more than happy to help. We offer several different programs for both onside and offsite SEO.

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