SMB Marketing Blog

The folks at Forrester Research have updated their Interactive Marketing Forecast out to 2014. 

The table of contents has some predictable headlines:

• Interactive Will Cannibalize Traditional Media
• Interactive Marketing Spend Will Near $55 Billion By 2014
• Search Marketing Still Leads Interactive Spend
• Display Advertising Rebounds
• Email Marketing Continues Healthy Growth
• Social Media Fixes Itself In The Interactive Mix
• Mobile Marketing Matters – Post Recession
• WHAT IT MEANS – Interactive Trends Will Redefine Your Business

It’s a very good read, and a few points jumped out for me.

When faced with budget cuts or the need for immediate sales, these marketers find that interactive tools are less expensive, more measurable, and better for direct response than traditional media.

Empowered consumers today expect a customized, interactive brand experience that goes way beyond a 30-second television spot or two-dimensional print ad. Forty-two percent of online adults and 55% of online youth want to engage with their favorite brands through social applications.

And last, even laggard industries feel that they have enough experience and data to prove interactive marketing’s worth. Online display spending by telecom companies in Q1 2009 grew 50% over Q1 2008.

What was also interesting was the the potential for more growth; interactive marketing ad spend is still under represented and laggard compared to how much of sample media time is spend online.

You can sign up for a copy of the full report here, courtesy of  DemandGen Report. Check it out. Your marketing future may depend on it!

At the end of October Google released the latest PageRank (PR) updates. Has your Google PR gone up or down on your website? One of our brand new product websites, ActiveProspects, has gone from PR0 to PR5 in just two months and we are excited about it.

In an earlier post, I described how Google PageRank is based on a link analysis algorithm that is similar to a ballot system. When one page links to another page, it is effectively casting a vote for the other page. The more votes that are cast for a page, the more important that page is assumed to be. It is also calculated on the quality of those links. A handful of links from authoritative, trustworthy, relevant pages far outweigh hundreds of links from so-so sites.

Here are my tips on improving your Google PageRank:

1) Create professional and useful content on your website. When people find your content valuable, they will likely link and reference to your web content.

2) Provide client testimonials to your vendors. They will be happy to post your testimonial on their website and link to your website to show that its legitimate and credible (format the testimonial with a link).

3) Post insightful comments on blogs related to your industry (like this one!).  Avoid simply commenting with just “good post” etc. You’ll have to show that you understand the post; in your comment demonstrate a  shared experience or even challenge their idea with relevant sources.  Make sure in your profile your name links back to your website.

4) Your partners and clients are also good sources of relevant inbound links. Work hard at getting links from them.

5) Does your business have other websites. Make sure you create links to your website from your other web properties (but make sure these are not mirror sites).

There are many more ways to get credible inbound links, including outsourcing a link building campaign. Building up Googe PageRank through a link building campaign requires creativity and hard work. The upside is once you’ve earned a good Google PageRank for your website, the payoff is long term.

Previously I wrote about how SMB can take advantage of Google Local Business listings. The Google Maps team has just launched a new dashboard in its free Local Business Center that will provide you with information on how users interact with your local listing on Google Maps and Google Search.

It will show you stats such as how many times your business comes up as a search result, how often people click through, which queries led customers to the business listing, as well as which zip codes customers are coming from when they request directions to your location. All you have to do is claim your listing in the Local Business Center and go through a quick verification process to get access to this information.

For the local business owner who relies on Google in helping customers find the business, you can now measure the impact of search, especially the top search queries that result in your business showing up in the listings.  I’ll bet that once you see these search queries, you’ll wonder how your listing can show up more often in the search.  This will lead you into assessing whether you should move forward and buy the keywords in the Google AdWords campaign.  You’ll also think about optimizing your website to get more inbound traffic from natural search results.

If you are interested in knowing more, you can go to the Office Google Blog to learn more details about the new Local Business Center Dashboard.

If you’re like most SMB’s, you probably do a substantial amount of your business locally.  Traditionally, people used local phone books or yellow pages to find services like yours.  However, people are now turning to Google to find local service providers, and therefore you’re at risk of losing to your competitors if your business is not listed in the Google Local Business Listings.

Google Local Business Listings typically show up when the user types a service oriented business followed by the city for their search.  A Google Map appears alongside with up to ten URLs including phone numbers for each business. Google’s Local Business Listings are becoming even more important since they are being displayed more often in search before organic listings even start. As a result, they often get most of the clicks from users.

Google uses Yellow Pages and other business directory information from third party providers to generate the basic local search results. If your business is already in Yellow Pages, it’d likely be listed in Google local business listings. However, the information is often limited and usually does not take advantage of the new features that are available on Google.

Here are a few things you can do to take advantage of Google Local Business Listings:

Create your free listing or claim ownership of an existing listing by going to Google Local Business Center. When you register your business, Google will send an activation code to your mailing address. You can also activate by having Google call your registered number and entering the PIN number displayed on the screen.

Include photos of something interesting at your business. This adds a whole new dimension to local business listings on Google Maps. Add as many photos as you can and a company logo.  Floral shops often include enticing photos of special arrangements.

Make sure you select the proper categories of your business. If possible, use keywords in the categories as well as the company name and brief description.

Take advantage of Google printable coupons is a good way to attract more business. Google allows printable coupons to be added to your listing. You can also track the conversion and effectiveness of the listing by adding coupon that are exclusive to your local listing.

Remember to review your local listings from time to time. Google continues to add new features to the local listing, like the ability to integrate YouTube videos.   Using Google Local Business Listings and its features will keep your listing exciting and attract more visitors to your website.