The marketing funnel is a model for describing how potential customers move from first learning about a product or service to buying it. Its history is surprisingly old. The funnel’s history traces to E. St. Elmo Lewis, an American advertising pioneer who in 1898...
A major shift is underway in SEO (search engine optimization) as Answer Engine Optimization (AEO) becomes increasingly important alongside traditional search optimization. Instead of optimizing primarily to rank a webpage or a keyword and earn a click, marketers are...
It is common to find local business owners who are skeptical of digital advertising’s impact on real world results, largely because digital metrics like clicks and impressions don’t clearly demonstrate that advertising actually drives in-store visits, purchases, and...
A hypothetical small downtown bakery was struggling to attract customers through Google searches. The owner assumed people were searching for broad terms like “bakery” and “fresh bread”, so those were the keywords they incorporated into their website. After limited...
Both brand awareness and brand recall are critically important to the success of your local business. Together they move customers from “never heard of you” to “buy from you”. Brand awareness helps a local business become visible and recognizable, and people are more...
