Business Growth and Digital Marketing News & Tips 8-28-24

If you run a business that serves customers in your local region, having a local SEO strategy to create awareness is critical. Think about it—if customers don’t actually drive by your business and see your sign, how else will they find you?

Most people today search online first, so if your business isn’t showing up in local search results, you’re missing out on potential customers who are actively looking for what you offer. Local SEO helps you get noticed in those key moments when customers are ready to make a purchase or visit a business near them.

To accomplish this, you need to do a lot of things. It won’t happen automatically. To learn the basics, check out our guide that will walk you through the steps required to increase your local business visibility online.

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MARKETING AND GROWTH NEWS

What you need to know:

Google’s Gain Score: Google was recently granted a patent about ranking web pages that a user will be interested in next. The patent describes assigning an Information Gain score to rank a second set of web pages that are relevant for predicting the next related information need.

X In Decline: Since Elon Musk took over X (formerly Twitter) in 2022, the platform’s reputation has steadily declined, with 42% of daily users in the UK now holding a negative view of it.

Google Is A Monopoly: A U.S. court found Google, that tiny little Northern California company that provides search, advertising, and other online services, to be a monopoly. What should marketers take away from the Google case?

Fewer Ad Breaks: The less frequently viewers are interrupted, the more likely they are to continue watching their favorite content. Google has made changes on YouTube that include fewer, longer ad breaks when viewers watch longer videos.

AI Overviews Update: After testing the option in selected marketers, Google’s now expanding its AI Overviews in Search, which will broaden the impact of users getting more in-depth overviews without having to actually tap through to a site. Is this good or bad for marketers?

Instagram Photo Dumps: Instagram is rolling out the ability for users to add up to 20 photos or videos to their feed carousels, as the platform embraces the trend of “photo dumps.”

Loyalty Program Stats: For price-conscious consumers, loyalty programs provide opportunities to spend more comfortably thanks to discounts and deals. Here’s what you need to know.

Inflation Update: Annual price growth in July came in at its lowest reading in over 3 years. 

The Dear Sydney Misstep: Google Olympic campaign received swift backlash online, with outlets like Ad Age calling it “tone deaf.” Google pulled the ad from the air and turned off comments on the video on YouTube. Here’s what you can learn from their mistakes.

AI-Powered Brand Management? A brand is a promise to customers about the quality, style, reliability, and aspiration of a purchase. AI can’t fulfill that promise on its own (at least not anytime soon). But it can shape customers’ impressions of a brand at every interaction.

How to embrace election season without getting political: Leveraging the election season can help businesses increase engagement through creative content, strengthen community ties and empower employees.

STRATEGY

Leveraging the Flywheel Effect

In the ever-evolving landscape of digital marketing, businesses are constantly searching for effective strategies to attract, engage, and delight/retain customers. One of the most transformative methodologies to emerge in recent years is the inbound marketing approach, centered around the Flywheel Effect.

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PODCAST

Driving Revenue: How a CRM System Benefits Sales, Marketing and Service Teams

Organizations are constantly searching for tools to optimize their operations, enhance customer experiences, and drive new revenue growth across all functions of their business. One of the most powerful tools is a CRM system.

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