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The Useful Marketer

Useful tip: 3 levers of online advertising success

How to plan, fine-tune a profitable online marketing campaign

3 levers can be employed to boost online marketing results

A little planning goes a long way. That’s true whether you’re writing a business plan for a new auto dealership or preparing to leverage new online marketing tactics to attract in-market shoppers.

The key to success is starting with the end in mind.

Think about it. Before you opened your doors you had to make three critical decisions:

What . . .

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March 05, 2014

Useful tool: Wistia video hosting

Take the guesswork out of hosting, tracking views, measuring ROI of video marketing

wistia video hosting tracking embedding tool modern marketing automation

Any marketer worth his or her salt is talking about video. "It's the next big thing in content marketing," they say, "and besides, your YouTube videos are getting massive SEO bumps on Google."

Recently I heard an industry thought leader say that if you don't have a video strategy, you don't have a future . . .

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March 04, 2014

Useful tactic: Google's conversational search update

Google unleashes the power of latent, abstract search

Mobile devices are changing the way local prospects shop online

Google has become so good at providing relevant search results to users that the days of site owners obsessing over individual keywords are over.

Why? The age of conversational search has arrived.

I ghost wrote this thought leadership piece for a national retailer magazine to be useful to local business owners, who must now craft an updated . . .

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March 01, 2014

Useful tactic: Dynamic inventory campaigns

Dynamic Search ads, Keyword Insertion increase local market reach and unit sales

Are dynamic inventory search campaigns worth your time and investment

It’s a question I hear from automotive dealers on a regular basis: “What are the pros and cons of inventory-based search marketing campaigns online?”

After all, when you look out your windows at a sea of new and used vehicles in need of buyers, it’s natural to look for ways to attract buyers to specific makes and models to turn online . . .

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February 04, 2014

Useful tactic: Google’s new search mousetrap (RLSAs) change the game

Reach higher-value shoppers with remarketing lists for search ads

Google remarketing lists for search ads RLSAs for digital auto dealers

Enhanced AdWords Campaigns. Hummingbird. Conversational Search. There’s been no shortage of big headlines coming out of the Mountain View search giant Google in the last few months.

I wrote this thought leadership piece for a national automotive dealer magazine to be useful to GMs and Internet managers who have not yet heard about the . . .

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January 10, 2014

Useful tactic: A display ad is worth 1,000 sales

Internet search & banners work together to boost awarene

The invisible impact of display advertising on search engine marketing results detailed here

In an ideal situation, your business would have an unlimited marketing budget to promote yourself. But we all know it doesn’t work like that.

I ghost wrote this thought leadership piece for a national retailer magazine to be useful to local business owners, explaining how online search (SEM) and display (banner) advertising work together to . . .

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December 16, 2013

Useful tactic: Responsive website design

If your website doesn't function perfectly on a mobile device, you're sunk.

To be useful to prospects your website must look great on mobile devices

When I look at local retailer websites today, I’m finding a growing roster of great destinations. In 2014, however, having a website that looks and works great on a desktop isn't enough.

I ghost wrote this thought leadership piece for a national retailer magazine to be useful to SMBs researching the increasing impact of mobile device . . .

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November 21, 2013

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