Why is Local Search So Important?

Marketing podcast with David Mihm

In answer to the question in the title of this post, chew on a few of these stats:

  • 82% of local searchers follow up offline via an in-store visit, phone call or purchase (TMP/comScore)
  • 74% of internet users perform local searches (Kelsey Group)
  • 61% of local searches result in a purchase (Search Engine Watch)
  • 59% of consumers use Google every month to find a reputable, local business (Search Engine Watch)
  • 37% of all searches are done on mobile (ClickZ)
David Mihm

David Mihm

If  you own a business that thrives on doing business locally, you must understand how businesses in local markets are found today.

Sure, a lot of people find local businesses by asking a friend for a recommendation and if you are lucky enough to have made a positive impression on said friend there’s a chance your business will benefit. But, as the stats above reveal, today you must show up strong when people inevitably turn to a search engine – even after a recommendation from a friend – to find local goods and services.

My guest for this week’s episode is one of the world’s foremost local SEO experts and Director of Local Search Strategy for Moz.com, David Mihm.

Questions I ask David:

  • What is the difference between local SEO and traditional SEO?
  • What changes do you foresee in local SEO in the future?
  • How has content marketing affected local search?

What you’ll learn if you give a listen:

  • How location changes your search results on Google
  • How reviews, even industry specific reviews, are affecting search results
  • What is a knowledge card, and why it matters now and in the future

Check out Moz.com’s local search learning center at https://moz.com/learn/local

If this topic seems appealing join me for a live webinar – How to Win With Local Search – Thursday, May 28th – Noon CDT (GMT-5) – Enroll here

This episode of the Duct Tape Marketing Podcast is brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape

Master the Habits of Your Life

Marketing Podcast with Gretchen Rubin
betterthanbefore

Habits are big business. In fact, creating, chaning and keeping habits has created an entire multi-billion dollar industry for books, apps, coaching, training and countless products.

And why not, habitual behavior makes up about 90% of how we go through the day whether we are conscious of it or not.

Our habits dictate how much we get done, how we feel, and how we come off to others. So, doesn’t it make logical sense that good habits serve us and bad habits drain us?

Well as many of you surely know it’s not that simple. I mean, well-educated, thinking individuals often know what they “should” do, but still reach for the closest processed junk food they can find. So what’s the answer to forming and keeping the habits that are right for each of us?

My guest for this week’s episode of the Duct Tape Marketing podcast is Gretchen Rubin, author of the new book Better Than Before: Mastering the Habits of Our Everyday Lives. She also hosts a podcast called Happier with Gretchen Rubin

One of the  things I like most about Rubin’s approach is she starts off by acknowledging that there is no one routine that will work for all. First you have to decide what kind of habit person you are. For example, getting up at 5:30 am is a habit that serves me well. I’m a morning person and I get a ton done before many people have had their first coffee. But, there are those that don’t get the creative juices flowing until around midnight – do you think telling them to get up at 5:30 am is going to work?

Rubin’s book is a great addition for those people who realize life is basically a work in progress!

Back in 2012 I interviewed Charles Duhrigg – author of The Power of Habit, you might like to give it a listen as well.

Questions I ask Gretchen:

  • What is it like to be an expert on the topic of happiness?
  • What did you learn about yourself while writing this book?
  • How do you keep a routine while traveling?

What you’ll learn if you give a listen:

  • How to be happier by adjusting your daily routines.
  • How to form your positive habits based on your personality.
  • How legal terms can help you keep to your diet.

This episode of the Duct Tape Marketing Podcast is brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape

Why Do Buyers Trust Content So Much?

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Marketing Podcast with Marcus Sheridan

Today, educational content is the price of admission. If you’re not consistently producing high quality, useful content that addresses the questions, concerns and needs of your prospects and customers there’s a really good chance you won’t get found, won’t stand out and won’t garner the kind of trust needed to make a sale.

Oh,  but if you produce useful content on a regular basis you can leave your competition in the dust – particularly if you’re in one of those industries where “nobody blogs.”

My guest for this week’s episode of the Duct Tape Marketing Podcast is “The Sales Lion” Marcus Sheridan, one of the most sought-after speakers on the topic of content marketing. He is also the owner of River Pools and Spas.

Sheridan did not start out as a content marketing expert. He started out as a guy trying to figure out how not to go bankrupt trying to sell swimming pools. What he discovered, and soon latched on to, was that pool buyers had lots of questions, lots of concerns and did lots of research. When he started producing content that addressed all of the above, he saw traffic, leads and eventually sales begin to spike.

Sheridan got so good at inbound and content marketing that his pool business became one of the biggest in the region and eventually people started asking him to come tell them how he did.

Plain and simple – a commitment to consistently producing high quality, useful information and then making content everyone’s job.

Questions I ask Marcus:

  • How do you make content creation everyone’s job in smaller firms?
  • What kinds of results have you seen from your clients who follow through with content production plans?
  • Where do you get new ideas to create great content?

What you’ll learn if you give a listen:

  • A definition of content marketing that is truly timeless
  • How to put yourself in the mind of your consumer to create better content
  • Why your content needs to be honest and transparent

This episode of the Duct Tape Marketing Podcast is brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape

The Automatic Customer

Marketing Podcast with John Warrillow
automatic

Recurring revenue – now that’s business owner’s dream – or at least it should be!

Creating a model where customers come back over and over again is a powerful way to build ongoing momentum and perhaps more importantly it’s a way to build a business that’s an asset rather than a job.

For as long as I can remember I’ve been urging product business to create subscription add-on services and service business to turn their services into a consumable recurring revenue product.

The thing about business a business where your customer revenue is predictable is that it often requires you to create a system that others can operate independent of the business owner.

When you do that, it’s pretty easy for someone wanting to buy your business to see how it can still operate even when you are gone.

My guest on this week’s episode of the Duct Tape Marketing Podcast is John Warrillow, creator of the value builder system and author of Built to Sell. His newest book, The Automatic Customer: Creating a Subscription Business in Any Industry is available now on Amazon.

Warrillow had a subscription business and sold it to an organization that knew it could run without him – and it’s still ticking along nicely without him.

Questions I ask John:

  • How would you define a subscription business?
  • Could this be looked at as financing?
  • Where are some industries that are prime for a subscription model that aren’t currently using them?

What you’ll learn if you give a listen:

  • How to create a subscription business in just about any business
  • How your customers will change if you establish a recurring relationship
  • When a subscription services are actually favors for your customers

This episode of the Duct Tape Marketing Podcast is brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape