Creating an Effective Local Search Profile

In the previous post, we discussed why it’s important for local companies doing business with local customers to have a local search profile. In this post, we’ll examine the how of putting together an effective profile.

While the process and the profile itself are fairly straightforward, it’s important to consider a number of underlying factors that can affect your placement within the local search results:
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Stand Out. Be Noticed.

Here’s another quick story from the early days of my career at the investment management company. This was a while ago, when email didn’t really exist. (Dating myself here, I realize.) We sent a lot of mail.

Each piece was individually hand-stamped. That’s right, stamps licked and put on each envelope by hand. And not with a single, going-rate postage stamp either. With vintage smaller denomination postage stamps the company purchased through a network of collectors. [Read more...]

What Sets You Apart?

I meet lots of really terrific people every week, many of them looking for ways to grow their business. But I’m continually amazed that most of them have the same answer to a vitally important question: What sets you apart from your competition?

What would you say? If you’re like most of the people I meet, it goes something like this, “I am completely dedicated to my customers’ satisfaction, and work hard to earn the trust they place in me.”

If I walked down the street, your competitor would say pretty much the same thing. [Read more...]

Does Customer Service Still Matter?

When I graduated from college (no need to get into specifics here; let’s just say it was a while ago), I went immediately to work for a small investment management company.

Each of the 12 people who worked for the company when I joined could probably write a book about the funny (in hindsight) antics that took place there. The president of the company was, to put it gently, a bit eccentric and completely unpredicatable.

But the company was very successful, weathering the storms of the financial markets. I credit that in large part to their incredible dedication to client service. [Read more...]

Search Marketing Really Isn’t

Pay-per-click advertising with Internet search engines is commonly called search engine marketing. But as I tried to explain it today to someone unfamiliar with the concept (and there are still people out there who don’t know how search engines come up with their search results), I realized that search ‘marketing’ is something of a misnomer and a source of confusion for many people.

Search marketing, unlike most forms of traditional marketing, only happens when someone is actually looking for you. [Read more...]