Last week in Local 2/19/18
Join Local U for the latest public episode of Last Week in Local, a weekly conversation about the articles that attracted our attention during the past week ending February 5th. This week features Mary Bowling & Mike Blumenthal.
If you have a special topic you would like us to discuss for our other weekly feature, the Deep Dive in Local, or if you would like to be on one or the other of our segments, reach out and send us the topic and your availability. If you are interested in sponsoring this weekly show also please let us know.
They team up for delivery for 5000 McConald’s locations in the US. McDonalds sees “Delivery is the new drive through”
Facebook’s algorithm changes have left many brands scratching their heads as they search for organic ways to connect with consumers on the social media platform, but Crayola found a way to overcome the challenges and land directly in consumers’ news feeds with a user-generated video campaign.
Crayola launched a holiday-focused campaign in the fourth-quarter of 2017. Consumers were encouraged to record videos of themselves, using a Crayola-branded filter, and then share those videos across social media as personalized holiday cards.
I think that organic local social campaigns need a take on this idea to be successful
Waymo, the self-driving Google spinoff, has been granted a permit to operate as a Transportation Network Company in the state of Arizona. This means that it can launch an official ride-hailing service and start charging customers for their journeys. Waymo cars in Phoenix have been totally driverless since November.
Think about the data trail – a google user, enters their credit card, goes shopping or drinking from home to business.
Interesting if you are thinking about using video; a single platform that works with all major sites (although not necessarily simultaneously).
Harvard Business Review esearch showing that responding to negative reviews tends to increase overall rating.
Google is requiring all advertisers promoting locksmith and garage door services in the United States to pass Advanced Verification. If they don’t pass, they will no longer be eligible to use AdWords or AdWords Express to advertise their services on Google. And if they’re in one of the current Local Services ads markets, they will be ineligible to participate in that too.
Local pack ads are a great way to get the most of your Ad Words budget, expand your local reach, and ultimately drive more business. In this installment of the Whitespark Weekly, guest Joy Hawkins schools Darren on the nuances of these ads and gives you the info you need on how to get started.
Study by Dr Pete where he determined that about 35% of local keywords in 11 competitive categories display local pack ads. This seems like a huge opportunity!
110 keywords, 11 categories, 100 cities…
Across industry categories, the prevalence of pack ads ranged wildly, from 10% to 64%:
Penetration of the 3 Pack ads across some of the more competitive searches:
•”car insurance” (90%)
•”auto glass shop” (91%)
•”bankruptcy lawyer” (91%)
•”oil change” (95%)
•”mattress sale” (95%)
•”personal injury attorney” (96%)
Mozzers with predictions about Local Search, including a tip that SMBs should concentrate on doing quality work and superior customer service
A pretty comprehensive guide on how to handle practitioner listings from Darren Shaw at Whitespark. Goes through what to do in different circumstances in great detail. He generally recommends using GMB listings for both the business and the practitioners,
Phil Rosek lays out the reality of trying to deal with Google reviews when Google doesn’t seem to make removing fake reviews a priority.