What is a Marketing Automation Manager?

Updated on Nov 23, 2023 The landscape for local businesses has undergone a profound transformation. The Internet has become the go-to resource for consumers seeking information about nearby services and products. Local SEO is a game-changer that no local business should overlook. Picture this: 98% of consumers turned to the internet to find information about local businesses in 2022, with 76% making online reviews a regular part of their decision-making process. These statistics underscore the critical role of Local SEO in the success of your business. When it comes to online search engines, Google reigns supreme, commanding a staggering 92% global search engine market share. In our ever-connected world, where "near me" searches have become second nature, it's no exaggeration to say that Google is the primary gateway through which consumers discover local businesses. With its seismic shift towards online interactions, the pandemic has only amplified the importance of establishing a robust online presence. Enter Google My Business, a tool that can be your golden ticket to maximum visibility on the world's most popular search engine for good local rankings. In this article, we'll delve into the six compelling reasons why setting up a Google My Business account is an absolute necessity in 2022. We'll also provide you with a treasure trove of practical tips to optimize your account effectively. So, if you're a local business owner still pondering the significance of Google My Business, and local business directories, it's time to pay attention. Your journey to harnessing the power of this invaluable platform begins here by getting listed in most important local business directories. What is Local SEO? Local SEO, or Local Search Engine Optimization, is a digital marketing strategy focused on enhancing the online visibility of businesses that serve specific geographical areas or physical locations. The primary goal of local SEO is to optimize a company's online presence so that it ranks prominently in local search results with local rankings when people search for products or services in a particular location. This strategy is particularly crucial for businesses that rely on local customers and foot traffic. So follow us here to know some workable local SEO tips. Ensuring sure your Google My Business profile is optimized to make it a successful local SEO strategy with great local SEO tips. Be active on social media by posting pertinent content on your Google My Business profile. You need to have a  a consistency in your online persona is important, especially when it comes to your name, address, and phone number. For added local search visibility, concentrate on boosting citations and web directories. All of these actions add up to a thorough plan that will improve your local SEO results. The Crucial Significance of Local Search for Businesses High Conversion Rates: 76% of smartphone users visited a company within 24 hours of conducting a local search, indicating a substantial conversion rate. Location-Centric Searches: Local queries are popular, accounting for 30% of all Google searches. Daily Local Search Habits: 61% of customers conduct local searches on a daily basis, highlighting the habitual aspect of finding nearby companies. Review Influence: 82% of consumers read online reviews during local searches, devoting over 14 minutes to this critical decision-making process. Google Maps Dominance: 86% of people use Google Maps to identify business locations, indicating its importance in local search. Yelp's Visibility: Yelp ranks in the top five search results for SMB queries 92% of the time, demonstrating that it is consistently relevant to small and medium-sized companies. Pre-Store Arrival Searches: 74% of in-store customers globally do searches before physically arriving, looking for hyperlocal information such as the nearest location and in-stock inventory. Mobile-First Approach: More than half of worldwide internet users prefer to use mobile devices for local searches, indicating a move towards mobile-centric local exploration. Google's Search Dominance: 83% of searchers use Google Search to get information about nearby companies, demonstrating Google's search engine dominance in the local context. What is Local SEO ranking factors? Local SEO ranking factors are crucial for businesses aiming to secure prime positions in local search results. Optimize your Google My Business listing, ensuring accuracy and relevance. Positive online reviews enhance credibility, and engagement contributes to local rankings. Craft a user-friendly, mobile-optimized website and incorporate local keywords for a seamless online-to-offline experience. Consistent local citations, high-quality backlinks, and a robust social media presence strengthen local authority. Valuable content with location-specific keywords and consistent NAP information further solidify your local presence. Prioritize a positive user experience, attracting local customers and establishing your business as a leader in the competitive local search arena. What is Google My Business? A Google Business Profile, formerly recognized as Google My Business or GMB, serves as a robust tool for promoting your business on search engines like Google platform. This profile, which can be established quickly and at no cost, provides an avenue through which you can impart essential information about your business to prospective customers. Through your Google Business Profile, you can convey a wealth of pertinent details, ranging from your precise location and operating hours to contact information and compelling interior images of your physical storefront. This profile becomes a potent instrument, offering potential customers a compelling glimpse into your enterprise even before they have the opportunity to visit your establishment in person. What’s noteworthy is that a Google Business Profile boasts visibility across the entirety of Google's expansive ecosystem. This encompasses integration with Google search engines results, placement on Google Maps, and presence within the Google Shopping interface. This extensive reach ensures that your business garners optimal exposure to a broad and diverse audience, effectively increasing its online prominence and accessibility to potential clientele. Benefits of Google My Business and Local SEO A Google My Business (GMB) profile serves as a powerful tool meticulously designed for businesses, both physical establishments like hospitality venues, pharmacies, and retail stores, and even online enterprises with physical office space to direct clients. This free online listing is instrumental in simplifying the process for local customers to discover your business and seamlessly access your brick-and-mortar shopfront. The manifold advantages of having a Google My Business Listing in your marketing arsenal are nothing short of remarkable. Here, we enumerate six compelling reasons why integrating this online profile into your overall marketing strategy is not just worthwhile but imperative. Free Visibility in Google Results While content marketing strategies like SEO blogging and website copy optimization contribute to enhanced search visibility, a GMB profile stands as a notably potent tactic. Irrespective of whether your objective is to drive sales, augment brand recognition, or increase bookings, a Google Business Profile guarantees heightened visibility before high-value local customers on search engines. According to one of the study's panelists, "Customers' level of trust is indicated by reviews and an owner's response, and trust is a fundamental element in determining rankings." This emphasizes how crucial it is to interact with reviews—positive and negative—as this will help your local SEO efforts. It's important to remember that traditional SEO techniques still apply in a localized setting. As Google has said clearly, "Your position in web results is also a factor, meaning SEO best practices are equally applicable to local search results." This means that how well you perform in organic search results has a direct impact on your positioning in local rankings. With adept profile configuration with precise address details, strategic keywords, and the appropriate business category, you position your business prominently in local search results, effectively amplifying the likelihood of prospective customers discovering your enterprise. Unlike paid social advertising or Google ads, a GMB listing is entirely cost-free, affording your business name a priority position in search results, ultimately elevating interest, inquiries, and even sales. Enhanced Local SEO via Google Maps Integration If your business offers products or services within a specific local area, it is imperative that your business information be readily available to potential customers. A Google My Business listing is an invaluable means to connect with warm leads precisely when they are poised to convert. Consider this scenario: You urgently require a new pair of running shoes and lack the patience for an online order's delivery time. You turn to search engines and enter queries like 'sneaker stores near me' or 'sportswear stores near me'. Given that search engines like Google recognizes your search intent for a local physical store, it promptly furnishes you with a tailored selection of Google Maps results. This enables you to effortlessly locate a store with positive reviews, accommodating operating hours, and convenient proximity to your location. Optimizing your GMB listing helps to ensure your business emerges prominently when interested customers search for products or services in your local vicinity. Whether a customer performs a direct Google search or relies on Google Maps for guidance, your business invariably claims the top spot in search results. Check out the "Local SEO Guide" to learn more about important subjects including the importance of key signals that affect local results. Learn how to create a successful local SEO plan and get pointers on how to assess the competition for local mobile searches. Recognize how user experience and NAP (Name, Address, Phone) information affect local SEO. Learn useful techniques for spotting the best local link-building chances. Discover the significance of reviews and star ratings and get useful advice on making the most of them. Furthermore, become an expert at completely optimizing your Google Business Profile. Establishing Social Proof with Customer Reviews Research underscores that 68% of consumers consult online reviews when making trust-based business decisions, with a staggering 93% swayed by these reviews in their purchase choices. Consequently, a pivotal benefit of a GMB profile lies in the capacity for your business to amass and exhibit reviews on a substantial scale. The accumulation of positive reviews from satisfied customers serves as a potent means to gain the trust of potential shoppers and facilitate their progression through the sales funnel. The efficacy of online reviews lies in their ability to permit contented customers to vouch for your expertise, service quality, and overall brand experience in their own words. While your marketing materials certainly play a role in expanding your reach, nothing surpasses the persuasive impact of authentic, external customer endorsements. Prospective customers, above all else, seek assurance that others have had positive interactions with your brand before committing. Consequently, by prominently showcasing Google reviews within your GMB listing, you expedite the path to purchase. Streamlined Accessibility to Your Physical Shopfront As previously mentioned, a GMB listing seamlessly integrates with Google Maps. Beyond bolstering your business's organic visibility on Google, this integration facilitates customer navigation to your physical storefront. Through Google Maps directions, users can effortlessly access precise directions to your physical store with a single tap. Furthermore, they gain access to vital contact information, including your business hours, website, email address, and phone number, streamlining the process of getting in touch with you. The easier it becomes for new customers to reach your shopfront and establish contact, the more likely they are to forge a positive association with your brand. It all culminates in the provision of a seamless online-to-offline experience, a vital catalyst in converting users into paying customers. Unparalleled Control Over Your Online Presence on Google On many marketing platforms, particularly social media, businesses find themselves subject to the algorithms of major tech entities, which dictate how their business is discovered and the impression it leaves on users. In stark contrast, a Google My Business profile empowers you to meticulously curate the type of experience prospective shoppers have with your business. From prominently displaying your contact information to updating operating hours to align with special events or holidays, you can deliver an optimal experience to every potential customer engaging with your brand. By mastering the art of profile optimization, you can significantly enhance the likelihood of your business information securing a top-ranking position in organic search results. This positions you for the greatest impact on the purchasing decisions of individuals who chance upon your brand. Harnessing Valuable Insights on Customer Behavior A little-known gem within the GMB arsenal is the robust analytics and insights it offers. Within your Google account, you can delve into a trove of invaluable statistics that provide a deeper understanding of your listing's performance in organic search results. These key metrics include: 1. Views: Offering insight into how frequently your profile, photos, and posts are viewed by searchers.2. Search Queries: Illuminating the keywords searchers employ to discover your brand is invaluable for refining your SEO strategy.3. Engagement: Revealing which posts generate the most interaction from searchers.4. Audience Demographics: Providing insights into the age, gender, and location of searchers discovering your GMB listing.5. Website Clicks: Offering a glimpse into the number of users undertaking high-value actions, such as visiting your website directly from your Google business listing. Incorporating a Google My Business profile into your marketing repertoire, therefore, equips you with enhanced visibility and the capacity to make data-informed decisions that can refine and strengthen your marketing strategy. How to Optimise Your Google My Business for Local Businesses If you are ready to harness the full potential of your Google business profile listing, we present a comprehensive guide with actionable steps you can implement today to supercharge your performance on Google. Complete Your Entire GMB Listing Enhance the effectiveness of your listing by providing comprehensive information. Businesses with complete profiles are 70% more likely to attract visits from local searches. Key sections to prioritize for maximum impact:1. Business Category: Choose the most suitable category for your industry.2.Location: Ensure your physical address is accurate to guide customers correctly.3. Contact Information: Keep your phone number and website address up-to-date.4. Business Hours: Maintain current hours and promptly update for special occasions or seasonal changes. Verify Your Business Location Verification is a critical step for publication of your GMB listing. Google will send you a letter by mail containing a unique code for activation. It's imperative not to overlook this crucial step. Upon receipt of your letter with the five-digit code, promptly enter it to verify your business. Add Up-to-Date Images of Your Business Location Offer potential customers a captivating glimpse into your in-store experience through professional, high-resolution images of your establishme. Showcase your premises' exterior and interior within your GMB listing to instill confidence in prospective shoppers. Keep these visuals current and well-lit to present your business in the best possible light. Leverage Keywords Throughout Your Profile Given that Google is fundamentally a search engine, optimizing your GMB listing with relevant keywords is imperative. Strategically incorporate high-volume search terms pertaining to your products, services, or industry throughout your business listing. This strategic integration enhances your visibility in Google organic search results when high-value searchers are actively seeking what your business excels at. Encourage Positive Customer Reviews Reviews wield substantial influence in building trust with potential customers. Distinguish your business from competitors in your local arena by actively encouraging satisfied customers and clients to leave reviews on Google. Employ straightforward methods like sharing a review form with past customers via email to augment the number of favorable reviews associated with your brand. This straightforward yet potent approach significantly elevates the likelihood of new customers choosing your business over competitors. In Conclusion As "near me" mobile search become second nature, Google has become the gateway through which consumers discover local businesses, a trend further accentuated by the pandemic. Google My Business is a game-changing tool that offers maximum visibility on the world's most popular search engine. To fully harness the potential of Google My Business and local SEO, follow the practical steps outlined in this article to optimize your business listing. From completing your entire GMB profile to verifying your business location, adding up-to-date images, leveraging keywords strategically, and encouraging positive customer reviews, these actions will help you maximize your online presence and attract more local customers. If you're seeking expert assistance in optimizing your local SEO or Google My Business profile, look no further than Saffron Edge. As SEO experts and leaders in SEO lead gen services, we specialize in local SEO for the healthcare industry, along with others. Our team of experienced professionals can serve as your trusted Google My Business manager, ensuring that your business thrives in the competitive digital landscape. Don't miss out on the opportunity to elevate your online presence - contact Saffron Edge today and take your local business to new heights through local business listings. Your success in the digital world awaits. ...

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Since its inception in the early 18th century, advertising has come a long way and has witnessed drastic changes. Today advertisement is focused on expanding market reach only to the relevant audience that has high potential to be converted into customers. Advertisement is no longer limited to print media instead it has gone digital. New terms and concepts like PPC, SEO and many more have been formulated in recent years. These strategies have enjoyed huge success in today’s digital markets. As a further advancement, automation has been integrated with advertising. This has led to the birth of programmatic advertising. Programmatic advertising integrates automation to develop a cost-effective and highly efficient marketplace. You might wonder how programmatic services can help your business so let us first discuss the advent of programmatic advertising and then we will see how it benefits your business. What is Programmatic advertising? Programmatic advertising is the automated process of buying and selling advertising spaces. Simply put, a computer system chooses the advertising space and then decides the price of the space to be bought or sold based on the data the computer system has received. The system also decides the priority of the ads and ranks them accordingly. It then traverses through this ranked list of ads using data to decide which ads to buy. Sometimes this transaction takes place in real-time. Programmatic advertising has made advertising transactions more efficient by streamlining the process and providing guaranteed impressions. Also, one of the major benefits of programmatic advertising is that you get impressions on a number of platforms and thus your reach increases. This is done by submitting your ad to many media platforms at one go and then measuring the impressions your advertisement gets from each platform. Also, the advertisements spread across various platforms target the same audience base. So you do not need to worry about your target audience while using programmatic advertising practices. Programmatic advertising services use targeting tactics to segment audiences to ensure that your ads reach the audience niche you are targeting. Programmatic advertising tactics deploy computer algorithms to complete the ad buying process and cut down the time to market. By using computer algorithms programmatic advertising removes mundane activities to effectively optimize the process. How has it evolved over the years? The internet was introduced to the general public in the 90s and then right after the concept of digital advertising came into existence. The first online ad was displayed in October 1994. Since then online advertising has evolved a lot. The flashy jumpy banners and the sidebar ads have been replaced by the target-specific and keyword focused ads that attract the customers. Also, since their inception, both the internet and online advertising has witnessed a surge in their user base. In early 2009 the programmatic advertising platform was introduced to ad buyers and they created a platform for themselves known as Demand Side Platform (DSP). Subsequently, when the buying platform was presented before publishers and advertisers it led to the creation of the Supply-Side Platform (SSP). Today, the advertising market has evolved to such a magnanimous scale that automation has also been integrated into this industry. In fact, programmatic advertising will be accountable for $59.45 billion in ad dollars by this year-end for the US market only and this figure is going to increase. Industry experts predict that this figure will reach $81.00 billion by 2021. Why your business needs programmatic advertising? Advertising today is not limited to television, print media or huge banners. Instead, modern advertising methods include all forms of advertisement like mobile advertising, display advertising, video advertising, social advertising, search advertising, and television advertising. Programmatic advertising has gained prominence in all of these advertising channels. Recent stats show that programmatic advertising cover 84% of display advertising, 60% of mobile advertising, 58% of video advertising, 32% of social advertising, 26% of search advertising and 8% of television advertising. Programmatic advertising methods are great for targeting the end audience. When surveyed, 76% of advertisers claimed that they loved the targeting options they get with programmatic advertising services. You get better results than traditional advertising by specifically targeting your audience with programmatic advertising approaches. Programmatic advertising also ensures high ROI as it uses AI. In simple language, AI works by recognizing and analyzing patterns in the data and over time increases its efficiency. So when AI is used in advertising, it analyzes the patterns and learns to identify the factors that help you get maximum conversion without high recurring costs. Programmatic advertising is a lot easier to implement if you are using it with the appropriate set of tools. The programmatic ad approach is based on a multi-channel broadcast of your ad. This means that your ad is displayed across various platforms and you have access to an inventory of ad networks. Also, you can advertise on different mediums such as mobile, desktop, tablets, apps and anywhere else that suits your liking. As the whole process of programmatic advertising is automated and is highly targeted you get reports that are highly enriching and provides you insights on your ad campaigns, market and the buying patterns of the customers. Also with programmatic advertising, you get automated buying platforms and real-time adjusted bids. Why should you outsource? Handling programmatic practices is no easy task. It requires a lot of attention and also managing these services by yourself could cost you a bomb. So it is always better to outsource these services. Outsourcing your programmatic ads is very economical as the technology vendors have the apt resources, capabilities, and expertise to run programmatic ads for you. The thing with the programmatic ads is that you need to dedicate a lot of time to use these ads for your benefits. Tech vendors, on the other hand, have years of expertise and have streamlined processes that can prove beneficial for you. Also, you get accurate results with these technology vendors. Another advantage of outsourcing your programmatic services is access to their extensive networks. Such networks and relationships are formed over time and a newly formed company will not be able to provide such perks to you. Conclusion Now as we know about programmatic services and their benefits, it is wise to use this new advancement in advertising to get maximum benefits for our business. So contact Saffron Edge to get the best programmatic advertising services. Click Here to know more. ...

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If your legal website isn't optimized for mobile, then you're certainly leaving a lot of money on the table. Thanks to the wonders of modern technology, more people access the Internet through mobile devices like smartphones and tablets than ever before. Since these devices offer smaller viewing areas than traditional desktop computers, any sites not optimized for mobile tend to look like a garbled mess on mobile devices, causing most visitors to click away instantly. Let's take a look at five key elements that you can use to help optimize your law website for mobile so that you don't lose any more potential clients. 1. Understanding the Mobile First Strategy One of the driving forces behind the mobile revolution is Google. Having long since realized just how the rise of mobile usage would change the world, they have changed their search engine algorithms to take this into account. As a result, websites that aren't optimized for mobile are pushed down the rankings, while those that are get a boost. As you probably know, the higher your site ranks in Google, and other search engines, the more search traffic you get. Search traffic is extremely targeted, and in many cases, "buyer ready." This valuable SEO traffic can be a huge boost to your business, and your bottom line. So much in fact, that many digital marketing services tend to focus very heavily on both mobile optimization, and SEO for a one-two punch that can really make a difference when it comes to legal marketing. One thing that you should keep in mind though, is that this is called a "mobile first" strategy for a reason, not "mobile only." In other words, having a site that displays well on both mobile and desktop is the best way to go. This is actually much easier than it sounds, and often times leads to a cleaner, more streamlined look on desktop monitors, giving you a win-win situation. 2. Responsive Images and Videos One big mistake that a lot of make is having images and videos that open in full screen when interacted with. This can lead to a bad experience for visitors, and drastically increase your bounce rate. Instead, you'll want to focus on responsive images and videos that can be used in different ways depending on the needs of the visitor. For example, let's say you have a short video on your main page in which some of your past clients give testimonials about your services. Instead of having it automatically take up the entire screen when someone clicks onto your site, have it stay at normal size until the visitor chooses to interact with it. This will allow visitors who want to skip the video to scroll down to the rest of the information on the page, or use the navigation to find what they're looking for. The last thing you want to do is prevent a potential client who's looking to contact you from being able to access your contact page. 3. Optimize with Voice Search Just as the percentage of people using mobile devices to access the Internet has increased, so too has the percentage of people using voice search to find what they're looking for online. This of course means that optimizing your legal website for voice search is an important part of optimizing your website for mobile. Voice search can be a tricky thing, and as technology evolves, voice search as taken on some very interesting properties such as context sensitive search results, and intelligent systems that can learn the way a person speaks, and react accordingly. What this means is that understanding your target demographic is more important than ever before. One example of this would the keywords and phrases you use for SEO. If you're targeting people in their 30s or 40s, they obviously won't talk exactly the same as someone in their teens or 20s. As any legal marketing team will tell you, being able to present your marketing materials in the "language" of your target audience is critical if you want to connect with them. This goes double since you're not only having to take into account your target audience, but also how the voice recognition technology of mobile devices interpret how they talk. The good news is that this isn't as difficult as it may sound. In fact, digital marketing services know all about this quirk of mobile marketing, and have developed strategies that take advantage of it, such as targeting general pain points among your demographic, rather than keyword stuffing like they used to. Little changes such as these can drastically alter the user experience, and determine how many potential clients find your site through voice search or not. 4. Local Search Optimization Google Maps made a huge impact when it was introduced years ago, and now that mobile marketing is king, it's more important than ever before. For example, let's say that someone using voice search tells their device that they are looking for a "Austin Texas divorce lawyer." In this case divorce lawyers in Austin, Texas who are listed with Google Maps will have a clear advantage in the search results. What many people tend to forget is that geo targeting goes way beyond just Google Maps. It also involves targeting keywords and phrases that people performing a local search would use. For example, terms like "best Atlanta dentist," or "emergency Detroit plumber" have become incredibly valuable for both SEO efforts, and Adwords advertising. 5. Easy Contact Options One of the best things about mobile marketing is the fact that it is easier than ever before for potential clients to contact you. Yet despite this, many law offices neglect to take advantage of this fact, and fail to differentiate their desktop oriented contact methods from their mobile contact methods. A great way to illustrate this is the way phone numbers are displayed and are used on mobile devices, as opposed to desktop. A person viewing a site on desktop will have to take out their phone, and call the number manually. On mobile however, a person can just tap the number to initiate a call if you set it up correctly. This is a huge advantage you shouldn't overlook as it has been proven to increase conversions. This strategy applies to texting and chat programs as well. Allowing visitors who have questions, or who need to speak with someone immediately, to activate a chat program with the click of a button will definitely get more people interested in your services, and turn more visitors into paying clients. Just remember that while you can use bots to handle your chat box and answer generic questions, having a real live person on the other end is best. Understanding the Mobile Advantage The big takeaway here is not that mobile is making desktop obsolete, but rather that mobile carries several very powerful advantages that you should be aware of, and taking advantage of. If you can find out how to work these advantages into your online legal marketing strategy you will definitely find yourself landing more clients, and growing your business more rapidly. If your law firm could use a boost, make sure you look into how you can use mobile marketing to get more traffic, and increase your revenue. You won't regret it. ...

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