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Local Online

How to Choose a Web Site Management Service

Web site management services are no different than any other service business. Some will deliver great value and others will suck the life out of someone’s dream of online success. (more…)

5 Major Sites with Free Online Advertising

Local businesses will find numerous free ways to advertise online. How well they work depends on the audience size, the effectiveness of the free ad and other factors.

A review of five major sites that offer free advertising shows that they have several features in common — free basic contact information, a business description and at least one photo.

But some offer the ability to provide much more information and capabilities than others. (more…)

Stored in Online Advertising and tagged

Best Types of Online Advertising Are Efficiency Machines

Targeted AdvertisingThe best types of online advertising can be measured in terms of their response rates and return on investment.

Do they generate clicks, sales, signups, social follows, return visits or other measures of success? Does the result more than pay for the cost in labor and cash?

Some types are more effective than others, but their effectiveness also depends on other factors such as the quality of the ad, the audience target, using the right distribution channel or the product or service, etc. (more…)

Local Video Has Narrow Viewership

Media executives believe that they need to throw major resources into video on their local TV and newspaper sites.

They cite studies such as one from Pew Internet and American Life Project, which says that moe than half of all adult Web users have viewed video on sites like YouTube, Facebook and Google+.

Unfortunately, local video draws relatively few eyeballs, no matter how much it is promoted. (more…)

Retail Leads Online Advertising Budgets

The retail sector will lead the way in the U.S. in spending advertising money online in 2013, according to a new report from eMarketer.

Total digital ad spending will rise 14 percent this year after increasing 15 percent in 2012 and nearly 22 percent in 2011.

Out of that total, retail will spend the most at 22 percent of total digital ad expenditures.

“Nearly two-thirds of this retail spending will focus on direct response formats, such as search, mobile messaging, classifieds and directories, or lead generation,” eMarketer says. (more…)

Stored in Online Advertising and tagged ,

Confidence Sells Local Online Advertising

Online sales contractAdvertising account executives who sell locally have a tremendous advantage because they know the market better than their national competitors who are trying to invade their turf.

If they already sell traditional media — TV, magazines, newspapers, radio, cable and outdoor — they have an even greater advantage because they have existing relationships within the market.

They know their clients, their budgets, their needs and more.

But these same account executives have a major disadvantage that provides a lesson in selling local online advertising. (more…)

Local Search Engine Optimization: Best Practices

Local Search Optimization

The best practices for local search engine optimization become clear for anyone who has spent years managing local newspaper and television Web sites.

Local newspaper and TV sites are packed with references to communities and institutions common to the area.

But those packed references don’t necessarily lead to great rankings in search engines, even for media sites that typically have large online audiences.

It’s remarkable how a few tweaks can lead to 70 and 80 percent year over year increases in search engine traffic.

The real trick simply comes down to keywords and placements. (more…)

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