Local Business Reviews in lieu of Small Business Saturday in WI

Years ago, American Express started this initiative called, “Small Business Saturday” to encourage shoppers to “shop local.”  As part of an incentive for small businesses to participate, the credit card company offered statement credits.  Although this particular incentive was removed this year, American Express claims to be supporting small businesses in other forms.  No worries though, true supporters of small business are the customers themselves. 

Small Business Saturday® Results: Shoppers Provide Encouraging Start to the Holiday Shopping Season

Did you support a local business favorite over the weekend?

If so, did you have a good experience?  Let me tell you, leaving that business a positive review is one of the most rewarding things you can do for them!  Think of it as a little, “thank you,” and “we appreciate you being part of our community.” A little something personal can go a very long way, and don’t feel like you have to leave your full name if you don’t want to.

Best places to leave a review for a local business, restaurant, or coffee shop you love:

#1        Google Review  Obviously, anything Google will be great for Local exposure and search engines.  Only drawback is that there’s no opportunity to be an anonymous reviewer here.  (Tied to personal G+ page)  

#2        Yelp Review  Also good for local exposure, especially now that these reviews are also syndicated to Apple Maps, Bing, and others.  Can be anonymous if you choose.  Yelp goes much further than restaurants these days…50 Amazing Yelp Statistics.

#3        WI BBB Review   The Better Business Bureau is a dependable source of reference for most people, so your review can be very beneficial here.  If you have a dispute that can’t be handled directly with the business, it’s typically a good place to get things settled.

#4        Industry Specific or other Review Sites:  If you found your business on one of these sites, it may be a relevant place to leave a nice review. 

Patrons:  Please, if you have a gripe about a business, take that straight to the owner and give them a chance to make it right.  This is a much better way to handle a discerning situation, and you’re more likely to get it resolved to your benefit.  A negative online review could truly hurt a small business for years to come, and why would you want to do that? We’re talking about supporting small business here!

Business Owners: Customer reviews offer some free advertising, extended word of mouth …an avenue to build your positive brand image, and even opportunities for local search engine optimization.  As you go through your busy day of activities and responsibilities, it’s important to place a mental note in your mind to “ask for reviews.”  Don’t be shy, when a customer is saying wonderful things about your business; ask them if they would like to share! 

Big Agency Digital Services

 for small business budgets 

Leaning Tree Digital Marketing

Maximize photo images for search engine optimization

There are two ways to label your images:  In the context of search engine optimization, most people seem to “get” the importance of keywords and links but images are often overlooked.  I’m not just referencing images on the company website, but also those used for social media posts, content, and just about anything that can be posted and shared online.  Labeling your images can be accomplished by using “alt text,” (alternative text), and/or “image title.”  Both are considered ‘tags.’  

Depending upon the browser you’re using, you’ll likely to see one or the other pop up when ‘hoovering’ over a picture. In regards to their purpose, however, these two labeling actions are not created equal when attempting to optimize for better Google Search Results.  

Picture Titles vs Alt Text for Images:  Adding an image title is a simple task, usually found through basic image display settings or file name.  Just as it sounds, it’s basically just a label that’s relevant, short, and catchy.  An image text is meant primarily for visitors. 

Alt text or alternate text is an attribute added to an image tag in HTML and is more important for crawlers.  Depending where you’re placing your image, you may need to select the “gear” logo or “advanced image settings” drop-down. After completion, your “alt text,” will show inside the image box outline when the image can’t be displayed. It helps search engines understand what your image pertains to.  Alternate text is also very helpful in case images on a page cannot be found, or if someone has chosen to disable images on their browsers.  Without it, your photo may be seen as an empty box icon.  (Not ideal.)  In addition, Google can’t see your photo, but it can see your alt text!

Image Tagging Best Practices:  If you’re still confused about how to tag your images to provide the most results, do both! Use just a couple of keywords, keep them short and sweet.   Adding a title and alt text to your images will help search engines "read" them and add value to your efforts. It never hurts to include a title for those looking at the image, and an alt text for crawlers indexing the image.  SIDE NOTE:  Check images before doing this to ensure they are not copy write protected.

For more information, hints, tips, digital strategies and services for Wisconsin entrepreneurs and Wisconsin business owners, visit The Leaning Tree Marketing website, and be sure to eyeball the links below. 

Where to find royalty free stock images online

Google guidelines to help your site appear in search results.

Search for any image on Google

Custom Vanity URL's to track advertising effectiveness

A long time ago businesses and marketers would use different phone numbers to track the effectiveness of their advertising.  A jump page or vanity URL is a more advanced way to do this, but does not apply equally to all ad campaigns the same.  Example:  Online Advertising such as web banners, sponsorships on other websites, and email blasts typically have their own tracking metrics, so they do not require a vanity URL.  Also, “call to action” vs “branding campaigns” are treated differently.  Since a branding campaign is about branding your business, it will get more benefit directing to your business website domain name directly.  On the other hand, a “call to action” campaign is perfect for vanity URLs.  Creating one will allow you to compare different campaigns and track how your advertising dollars are working for you.   

Vanity URLs can be used for any “call to action,” or “direct response” ad campaign running offline.

·         Radio

·         TV

·         Newspaper

·         Direct Mail

·         Billboards

Want to track mobile apps?  Find instructions here.

Custom Vanity URL’s and Jump Pages for your ads

Most users will prefer to go to your website homepage to find your advertising offer or incentive.  If you create a vanity URL or jump page outside of your homepage, make sure it redirects to your business website.  Make sure that the process of finding you is user friendly and super fool-proof.  Because it will not be printed for reference later, radio, billboard and TV ads will require a URL that is very simple, and very easy for people to remember.   Here’s an example of an easy to remember URL:  /yumyogurt/free-taste offer.  After you have chosen your short and creative vanity URL, you can purchase it using any domain registration site for a very small annual fee.  (ow.ly), (bit.ly) and others are URL shorteners used by Hootsuite and Twitter.  You can also use them, and they are free.  However, the most benefit would be to create a vanity URL specifically for your business. 

Google analytics campaign parameters

So, the whole purpose of using Google analytics is to track your advertising return on investment.   If you need help with this process, there are plenty on online tutorials to get you started.  (Google URL building link here.) Once you have a URL, and are at the Google URL building tool, you’ll need to enter some basic campaign parameters such as:  Your real website URL, the source of the campaign, (campaign medium), the type of marketing it is, and that easy to remember campaign name that we spoke of in last paragraph.  Lastly, you’ll need to log back into the site where you purchased the vanity URL and ensure that the “redirect” or “forward” options are selected so you can past in the URL generated using the Google URL tool.  Once all of this is complete, test to be sure it’s been done correctly.  Hopefully your ads are working great for you, and leading to many conversions!  

Website traffic report; web analytics and metrics

Data about your website traffic can be collected from AdWords, Webmaster Tools, AdSense and sources outside of any Google product.  However, using Google Analytics, users can modify data with configurations, specifying rules and utilize a TON of customized setting options.  (So many, that it may really benefit a small business to outsource data collecting and reporting services.)  All reporting data found in Google Analytics is based on different combinations of dimensions and metrics.  Here’s a brief breakdown…

ANALYTICS DEFINED:  Statistics and mathematics converted into useful data

Within your website analytics are trends, habits, performance indicators, lead generators and other information that can be used to plan better in the future.  By identifying patterns and trends, for example, you can gain a better understanding of customer behavior, as well as peaks and valleys driven by advertising campaigns.  Within analytics, it’s fairly easy to recognize the top players who drive conversions, through the traffic that they send to your website.

Data for Google analytics can be collected using these methods:

1. By associating a tracking code
2. By account linking
3. By data importing

Ensure that your business website is connected to analytics tracking.  Follow Google instructions for collecting traffic data information at this site here:https://support.google.com/analytics/answer/1008080?hl=en

METRICS: A standard of measurement

Metrics through the eyes of business success is a very useful component of accountability and determination regarding what is working for your investment and what is not.  Formulate and measure the effectiveness of how your investments are working for you using the metrics found on Google Analytics. Savvy marketers will pay close attention to those metrics that enable them to connect activity to business results.

Metrics include, but are not limited to:

• Activity related to the number of things you have produced, such as the number of blog posts, events, campaigns, and the associated hard and soft costs of those things.
• Output related to the resulting traffic, mentions or event participation regarding what you have produced.
• Operational metrics such as cost per lead, cost per click, etc.
• Outcome metrics which include “the share” or “rate of” something.

*The Leaning Tree Marketing, LLC provides and affordable analytics reporting services to local businesses in the Metro-Milwaukee and surrounding areas.  

Marketing and IT Merge

Marketing and IT people have traditionally been located at different ends of the corporate building.  This is because they were truly focused on different aspects of business and spoke different languages.  Marketing people were seen as more creative, and IT people more ‘process-driven.’  Today, that scenario is changing, and it’s changing fast.   Only those business leaders who understand the IT and marketing merge are setting the foundation for shared objectives and long-term digital conversion success.

Current Demands: There’s no doubt about it…marketing and IT worlds have begun to merge!  It’s happening naturally and maybe even accidentally?  Current demands are that marketing professionals create effective campaigns that are dependent on customer experiences and the integration of advanced technology; constantly learning and re-inventing the wheel to meet initiatives.  CMO’s and CIO’s have to come together as leaders and communicate in order for any digital marketing process to be effective.

Digital Marketing:   Digital marketing technologies enable marketers to drive customer engagement through an evolution of online customer acquisition channels. Although they may be more difficult to quantify, these digital trends use IT components to influence potential prospects into conversions:  Content marketing, Mobile marketing, Social Media marketing, Marketing Automation and Target Marketing over online ad channels.

Search Engine & Conversion Rate:  Optimization of these two digital marketing trends have an enormous effect on success vs failure of any campaign.  Both are managed through the understanding and interpretation of analytics.

The Expectations:  Marketers have to be on top of the fast-paced data driven environment to remain relevant.  Digital marketers like myself who thrive on this skill set, have the opportunity to become far more influential and valuable than those who do not.  Graph by www.forrester.com/home