Why Health Professionals Should Pay Attention to Local Search

image credit: And so it goes in Shreveport Proximity and word-of-mouth have always been influential (if not the most influential) factors in choosing a hospital or doctor. I recall hearing my mom mention that she often used doctors that her sisters had visited. She also took my siblings and I to the same doctors that my cousins saw. Location was always important as well. If one was short on recommendations, they could pick up a trusty old phone book and…

Your brand + local search

  Integrated branding requires delivering a consistent message across all marketing channels. An incomplete local listing (think Google Maps, Yelp, Yahoo Local, Yellow Pages, etc.) not only decreases your visibility in search results, but it sends a less than satisfactory message to users about your brand. And sometimes the listings are inaccurate. I can speak from experience. One of my clients – through no fault of their own – had an incorrect address in infoUSA’s database. It so happens that…

Brand Transparency in a Social Media Age

Internet access provides consumers with endless amounts of information at their fingertips. To put this in perspective, let’s compare our process of collecting information today to that of 15 years ago. Imagine a grade school student in mid-90′s. If this person needed information they would probably start out by asking their parents or another family member. If that proved insufficient, the next stop would an encyclopedia or perhaps a trip to local library. Image courtesy of flaivoloka on stock.xchng Now…

3 Simple Ways Non-profits Can Promote a Cause Through Social Media

1. Tweet. Find people who are interested in your topic by searching conversations on search.twitter.com. Reach out by following them and sending them a personalized message. You’ll be surprised by how many follow back or find you by searching through conversations. Once you’ve built a following. Share your important announcements and hopefully some of your followers will Retweet it to their followers. Just make sure that you’re not only tweeting about yourself. Converse with your followers by answering or asking…

Query Parsing Explained

If you’re running a geo-specific AdWords campaign you may have wondered why you sometimes receive, and thus pay, for clicks outside of the area you are targeting. For example, you may be running a campaign for a local business in downtown Chicago. And to make sure that your ads only reach local searchers, you’ve indicated exactly which ZIP codes you want associated with your ads. However, when you sift through the analytics, you see that some of the users that…

Building From the Inside Out

Many brand-building efforts begin with development of the strategy and then proceed directly to an external launch. The most important step is ignored — communicating the essence and relevance of the brand among all internal stakeholders — making it the fabric of the organization. The most successful organizations understand that if employees are aligned with the brand strategy, including the brand promise, they will deliver a consistent expression of the brand to its customers. Powerhouse brands such as Mayo Clinic…

Hosting videos on your Site vs. YouTube

Many marketers are already aware of the benefit of using video in B2B marketing. But once you’ve decided on this strategy, you still have to decide where you’d like to host the videos – your own Web site or YouTube. There are pros and cons to each, which I explain below. The benefits of hosting videos on your site are that the user will be spending time on your domain and that links to the video will empower your domain…

B2B Customer Loyalty

Brand loyalty is often associated with B2C companies, although it can be argued that customer retention is just as important (if not more) in the B2B realm. In the past, we’ve discussed some of the differences between B2B and B2C in the buying cycle. More often than not, a B2B purchase is much more involved because of technical aspects of the product, higher price and multiple people involved in the decision process. Consider this and that the market for B2B…