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The Useful Marketer

Useful tactic: Win the Google ad auction with Ad Extension Bonus

Stronger ad position, lower costs for ad extension-optimized campaigns

Google ad extensions boost ad rank to get better results for your online marketing investment

When local auto shoppers use Internet search engines to research their favorite makes, models and dealerships, they're interested in only the most relevant and useful results.

I wrote this thought leadership piece for a national automotive dealer magazine to be useful to GMs and Internet managers who looking for a new way to “stand out” . . .

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November 10, 2013

Useful videos: Local retailer online marketing testimonials

How digital advertising, done right, helps businesses be found and sell more

Useful marketing video testimonials

When you develop a truly disruptive new product, sell it to qualified customers and set the right expectations for results, then over-deliver, amazing things happen.

One of those amazing things is that your customers will go out of their way to spread the word about your impactful product to others.

Testimonials put into words and video . . .

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November 01, 2013

Useful tactic: Hyper-local Internet ads attract better customers

How West End Bikes rides search and display to win the local advertising race online

94 percent of all retail happens in local stores but research starts online

When considering where to allocate your marketing resources, consider that local online awareness of your business, makes, models and services is critical to sales success. In a previous piece, I mentioned a BIA/Kelsey study that shows that more than 90 percent of consumers research online prior to buying from a local shop.

Add in the fact . . .

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August 23, 2013

Useful metrics: 5 online marketing measurements that rule them all

Ditch the smoke and mirrors. These metrics add up to real success.

5 marketing metrics that rule them all

Big data. Two words you’ve been hearing a lot lately. What does it mean to you as a local retailer (or in this case, an auto dealer)? Complexity, confusion and frustration.

I wrote this thought leadership piece for a national automotive dealer magazine to be useful to GMs and Internet managers who spend thousands of dollars every month on a . . .

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August 13, 2013

Useful tip: Avoid these online marketing mistakes

If your Internet strategy isn't moving the sales needle every month, you're doing it wrong

Solve these basic auto dealer marketing mistakes and sell more

It’s never been easier to “get into the game” of marketing your dealership online. But if everyone’s doing it, why aren’t you seeing a significant increase in phone calls and sales activity? That’s because not all dealerships are doing it correctly.

I wrote this thought leadership piece for a national automotive dealer magazine to be useful . . .

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July 15, 2013

Useful tactic: Brands go hyper-local online

4 Ways Local Retailers & Brands Team Up to Sell More

Brands are useful to local retailers when they invest in digital channel marketing programs Netsertive

National brands who shift their marketing efforts to local campaigns have produced millions of dollars in new sales, with no net changes in total ad budget.

That's according to the Harvard Business Review.

I wrote this thought leadership piece to be useful to brand marketing managers investigating something called channel marketing.

. . .

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July 15, 2013

Useful tactic: Convert web leads with reminder ads

Bring qualified shoppers back to buy with a retargeting campaign

Convert web traffic into leads by bringing them back with retargeting search display

You do a lot to drive traffic to your website. Even if you’ve attracted a lot of first-time visitors, a large percentage of them don't come back. However, you can increase the odds of them returning by running a cutting-edge “retargeting” campaign.

I wrote this thought leadership piece for a national automotive dealer magazine to be . . .

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June 15, 2013

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