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What are long tail keywords?

  • Posted by Nigel Edelshain
  • On April 10, 2016
  • SEO

As the Internet matures, we’re seeing an evolution in how people search the Web.

People are searching for longer more specific phrases vs. single words. So for example I might search for “best beer pub near Montvale NJ” vs. “pub”.

As searchers, we are learning that search engines like Google are getting smarter and that these more specific searches turn up results that are more relevant to us. We can find what we want more quickly by using these longer searches. These longer searches are what Internet geeks call “long tail keywords”.

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SEO for local businesses–the time is now

  • Posted by Nigel Edelshain
  • On April 9, 2016
  • SEO

It seems to me that local SEO is a big opportunity right now for many local business owners.

Right now is the time to grab your share of the “Google pie”. Later may be too late.

Google’s search engine has been around 15 years now. It’s old news. It’s almost ancient in terms of today’s world of technology where changes occur overnight. Many opportunities in search have been fenced off by others at this point. But not so true for local search. And it’s these opportunities you should care about as a local business owner.

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Does your email list look like a messy child’s room?

  • Posted by Nigel Edelshain
  • On April 8, 2016
  • Email marketing

Marketing today is data driven. You need data to send emails, send ground mail, send invitations to events, make sales calls and check on customer’s records when they come into your store.

Everything runs off computers. Computers don’t understand uncertainty. Everything in a computer’s world is black or white. Your data is right or it’s wrong.

When you send an email to one of your customers called “Alan” you want the email to say “Dear Alan” not “Dear Jane”. But if your customer database is a mess, you can easily end up addressing “Alan” as “Jane”. 

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Email segmentation–why do it?

  • Posted by Nigel Edelshain
  • On April 7, 2016
  • Email marketing

According to the Direct Marketing Association email marketing offers a roughly $40 return on investment (ROI) for every $1 spent. Compared to the $17 ROI of SEO marketing and the mere $2 ROI of banner ad marketing.

Email is an essential component of any company’s marketing repertoire. It boosts sales, cultivates customer loyalty, and provides a high return on investment. But it is important to remember that not all email campaigns are created equal.

When it comes to crafting effective email campaigns, list segmentation is a powerful tool. Email segmentation refers to the practice of dividing (or “segmenting”) your email database into various small groups.

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Email newsletter tips

  • Posted by Nigel Edelshain
  • On April 6, 2016
  • Email marketing

Email marketing is the power tool in a local business’s digital marketing toolbox.

In their research MarketingSherpa estimates email ROI as 119% but even higher for smaller businesses (with less than 100,000 email addresses), in this case ROI is 139%.

When it comes to email marketing, an e-newsletter is a tried-and-true way to keep in touch with your prospects and clients until they are ready to buy.

But how can you create an e-newsletter that people will actually read?

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6 Tips for Local Email Marketing

  • Posted by Nigel Edelshain
  • On April 5, 2016
  • Email marketing

None of us are short of emails to read. So when you’re a local business owner sending your own email what can you do to improve the chances that your email is opened, read and some nice people actually take the action you want?

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What’s the difference between a blog and a website?

  • Posted by Nigel Edelshain
  • On April 4, 2016
  • Websites

In your local library, you’ll find many different kinds of books, including textbooks, novels, guidebooks and dictionaries. While all of these things are books, they are different from one another, organized in different ways and used for different things.

This same principal applies to Internet content. The type of content you create will depend on the purpose of your content as well as your target audience.

Two of the most common types of Internet content are blog posts and website pages. It’s easy to get the two things confused and for good reason. Both are actually web pages but they do have some characteristics that make them different and more importantly help you achieve your business goals in different ways.

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How to build a great website for a local business

  • Posted by Nigel Edelshain
  • On April 3, 2016
  • Websites

There are more ways than ever to build an inexpensive website for your local business. However, just because you can put together a basic website using some of the new template-driven tools does not necessarily mean you should.

Websites are the “hub” of all your marketing efforts. Nearly every piece of marketing you carry out today, be it a postcard mailing or an event, have a chance of driving a potential customer coming back to your website.

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How to take your digital marketing to the next level

  • Posted by Nigel Edelshain
  • On April 2, 2016
  • Digital strategy

If you’ve bought into the program and decided you need to take your digital marketing to the next for level for your local business. Where should you start? There are so many options it can be quite overwhelming.

Here’s my best shot at answering that question. Here are 7 steps you should take to go from “zero to hero” with your digital marketing—in approximate order:

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6 practical lessons from our new site launch

  • Posted by Nigel Edelshain
  • On December 21, 2015
  • Websites

We relaunched this website a few months ago and we learned plenty by doing that. I’m pretty satisfied with the way the site ended up but getting there was no cakewalk. Even though I’ve been involved in many website projects before rebuilding our own sites always seems to have its own nuances.

This post lays out six lessons learned from this project and other previous website builds. My hope is one of them will save you a lot of time, money or energy.

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