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How to Identify Negative Keywords for Your SEM Campaign

Posted by Pete Stafford on February 19, 2018 at 11:36 AM

When it comes to your search engine marketing (SEM) strategy, choosing the right keywords can make or break a campaign. From the content you create to the ads you publish, every asset should center around a core list of keywords that align with your target audience's needs.

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Topics: Paid Search Engine Marketing

Business Spotlight: Body Details True Laser Specialists

Posted by Jenny Sutton on February 14, 2018 at 10:42 AM

Local Solutions is proud to have worked with Body Details for the past three years. In this Business Spotlight, learn how Local Solutions helped grow this 4 location laser clinic to 7, delivering over 100% revenue growth in less than 3 years.

Body Details has dared to be different, bold, and strategic as a small business in a major market. They recognized the importance of being present through all stages of the consumers’ buying journey, while understanding that efficiency is critical to success. As behaviors continue to shift online, Local Solutions and Body Details have worked closely together to ensure the campaign approach adjusts to engage with and market to the right clientele.

“We partnered with Cox Media Group, a media company that has deep roots at the local level and national expertise. Together, we have embarked on an omni-channel marketing campaign focused on lead generation.” Says Claudio Sorrentino, owner of Body Details.

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Topics: Digital Marketing Strategy, Integrated Marketing

Optimizing Your YouTube Advertising Strategy

Posted by Solomon Cormier on February 12, 2018 at 2:24 PM

The best practices for YouTube advertising are nothing like the strategies used for advertising on other platforms. Not only are brands creating video content specific to the platform, but YouTube offers several ways to incorporate supplemental ads into the experience of a single video.

This functionality can provide you with additional opportunities to drive customer actions in the form of multiple video views, ad clicks and referrals to your business website. Clickable ads inserted into a video are at the heart of this advertising strategy.

Here are some basic guidelines to help you make better use of these unique mid-roll ad solutions.

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Topics: Video Advertising

The Most Effective Advertising with Display Ads

Posted by Joe Weir on February 9, 2018 at 1:54 PM

Online advertisers have no shortage of options for purchasing ad space online — and those options increasingly feature programmatic inventories serving virtually every type of ad you could want.

According to eMarketer, four of every five display advertising dollars were spent on programmatic inventories in 2017, and it's quickly taking over other types of advertising, too. Adobe Digital Insights reported that programmatic's share of TV advertising, for example, is projected to soon rise from 28 percent to 39 percent in both the U.S. and the U.K.

Options are great, but only if you understand where the most effective advertising can be found. Programmatic ad buying is a much-needed product to serve the ad world, but it isn't always better than direct ad buying. Advertisers need to understand how to choose one over the other in any given situation.

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy

Seasonal Automotive Marketing Best Practices: Part 2

Posted by Ashley Williams on February 7, 2018 at 2:37 PM

Seasonal automotive marketing that isn't aimed directly at car sales usually isn't a priority. However, by leveraging seasonal trends and educating car owners, you can increase business for your service department. Stay top-of-mind with customers and drive traffic to your service department by reminding them of changing service needs that match the seasons.

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Topics: Automotive

Seasonal Automotive Marketing Best Practices: Part 1

Posted by Ashley Williams on February 5, 2018 at 11:57 AM

For most car dealers, seasonal automotive marketing that isn’t aimed directly at car sales usually isn't a priority. However, tapping in to seasonal trends and needs is a great way to increase business for your service department. You can stay top-of-mind with your customers and encourage them to visit your service department by reminding them of changing service needs that match the seasons. In this 2-part series, we’ll outline the right solutions to share your message and then provide ideas to reach your customers with seasonal automotive maintenance promotions that's helpful to them — and profitable for you.

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Topics: Automotive

Conducting a Brand Audit for Your Business

Posted by Allison Sturtevant on February 2, 2018 at 10:09 AM

Conducting a brand audit is an essential step for all marketers, whether your organization is a burgeoning startup or an established enterprise. Reviewing your online (and offline) performance gives you a bird's-eye view of things that are working well and areas that could use some attention.

Additionally, a review of your brand can help you:

  • See where you stand competitively
  • Determine who your customers are
  • Meet your customers' expectations
  • Refine your strategy moving forward

Your priorities will dictate your approach to the brand audit. If you're focused on a digital presence, you might want to emphasize analytics; meanwhile, brick-and-mortar operations may stand to gain more from robust customer surveys. Either way, every marketer should attempt to examine the following areas during a brand audit.

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Topics: Digital Marketing Strategy, Analytics

Cox Media Group Joins the Trustworthy Accountability Group

Posted by Jesse McCambridge on January 31, 2018 at 10:34 AM

TAG registryCox Media Group (CMG) is now a participant in the TAG Registry by the Trustworthy Accountability Group (TAG). TAG is a digital industry program created to fight fraudulent traffic and improve transparency in the digital ecosystem.  

TAG Registered companies have been verified as legitimate participants in the digital advertising industry through a proprietary background check and review process powered by Dun & Bradstreet and approved by TAG. TAG Registration is also the baseline requirement for companies to apply for TAG’s four certification programs around fighting fraudulent traffic, stopping ad-supported piracy, reducing malware, and improving transparency.

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Topics: Digital Marketing Strategy

Client Retention: 3 Ways to Keep 'Em Coming Back

Posted by Carlye Creel on January 29, 2018 at 2:19 PM

It's a new year. Fresh starts typically replace old habits during this season, but that might leave your partnerships (and income) uncertain. As your clients evaluate their expenditures from the previous year and dig into 2018 budgets, rise above their bottom line projections and make a personal impact. Focus on client retention.

It's common knowledge that acquiring a new client costs more than nurturing an established one. Marketing Land explained that this concept of "retention marketing" should be part of your B2B strategy, with an emphasis placed on customer experience. Retaining your current clients gives you more opportunities to up-sell, or cross-sell, as you develop new products and services. Plus, pricing isn't as much of a concern because existing customers already appreciate the value you provide.

So, how can you be sure that your clients stick with you in 2018? The answer is simple: Focus on their needs — not yours.

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Topics: Integrated Marketing

3 Tips for Roofing Contractor Marketing on Social Media

Posted by Apryl Pilolli on January 26, 2018 at 11:38 AM

roofing contractor marketingContracting can be a very hard business to market. For roofing specialists, it can be especially difficult to reach out to customers throughout the year, as roofing isn't something many people have on their minds on a regular basis.

However, with some tried and true techniques, it is possible to see real results from marketing on social media. A simple strategy can help build your business no matter the season! Here are three tips to follow.

1. Post Quality & Valuable Content

Content is key to any online marketing plan, but it's particularly important for those in specialty niches — you need to market yourself in a way that appeals to people who haven't even thought about the need for roof maintenance, repair or replacement. The best way to do this is by creating highly shareable articles, videos and even infographics that can inform customers about different aspects of roofing.

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Topics: Social Media Marketing

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