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The Useful Marketer

Search habits of holiday shoppers

29% of your customers started their holiday shopping before Halloween. Gray Friday is NOW.

Black Friday online marketing tips from Google

The leaves have barely begun to change color, but the holiday buying season is upon us. This year, 29% of your customers started their gift shopping before Halloween (Google Consumer Survey, July 2014).

Before we know it, Black Friday will be here. According to Google, consumer searches on that day alone rose 27% in 2013 over 2012. But . . .

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October 29, 2014

5 Useful Facts for SMBs: Conquer Your Fears About the Internet

For starters, local customers who research online spend more once they swing your physical doors.

Leverage showrooming and stop being afraid of local onlone advertising local businesses SMBs image

If you own a local business, it's time. Time to stop letting fear of the Internet paralyze your growth strategy.

It's easy to view the online world as an intimidating behemoth of highly advanced technology that's only suitable for use by those who are the most technically knowledgeable among us - or those who can afford to hire . . .

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June 01, 2014

Useful workshop: WistiaFest gathers best and brightest in video marketing

Successful companies using video have NEVER had one go viral. And that's key to their long-term success.

Video hosting for modern marketers on Wistia notes and presentations from WistiaFest 2014 Boston

Today's marketing teams are being tasked with a growing roster of activities all designed to sell their company's products and services.

Blogging, print, live events, email, SEM, display, mobile, PR, this list goes on and on.

In 2014, add a new entry to this crazy Chinese menu: video.

Next to mobile, it's the next big thing for . . .

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May 22, 2014

Useful tools: Workarounds for Google's Missing Keyword Data

Security move by the search giant leaves agencies, AdWords advertisers scrambling for solutions

Google security updates remove keyword data

Last September, Google shocked webmasters the world over with the news that the search giant would immediately begin encrypting all searches entered into the search box.

In one fell swoop, if you owned a website and saw visitors connecting to your content from organic searches on Google, your analytics no longer showed you exactly which . . .

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April 10, 2014

Useful metric: Your daily slice of impressions

If you're marketing online, you deserve maximum pie: Share of Voice

Get your slice of local online advertising impressions with a high share of voice

We'll get to the pie in a minute. First: Did you meet your sales goals for 2013?

For local automotive dealers, I can tell you first-hand that in-market shopper demand was strong last year. And if what I'm hearing everyday via phone and in person at trade shows for GM's and Internet managers is any indication, 2014 is off to a . . .

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April 08, 2014

Useful tip: Your product won't sell until you're useful

Marketers: You've got to give to get.

Before you sell, be useful

As a veteran startup guy, I get the pressure.

The pressure to light our hair on fire, build a product that will change the world, and sell, sell, sell, FAST!

As a marketing professional, you must learn to manage this pressure.

Truth: We know our product is disruptive. It's groundbreaking. It does things no other product has ever done. . . .

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April 04, 2014

Useful tool: Google Keyword Planner

Get keyword ideas and traffic estimates for your local market

Google useful tool for painting a picture of your local market opportunity online

Online marketing is complicated. I don't mean in the book learning sense, I mean pure complexity.

It's easy to get lost in the weeds of the execution of a Google advertising campaign. Why? There's far too many choices for an advertiser today.

"Should I put all my eggs into a search engine marketing campaign (AdWords)? . . .

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March 30, 2014

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