Dave Eckstein | For local advertisers, paid search is failing at its main objective, converting leads into customers (Part 2).
Dec
16
2009
16
2009
Dec
7
2009
7
2009
Ten Dirty Secrets of Paid-Search, Part 1
Dave Eckstein | For local advertisers, paid search is failing at its main objective, converting leads into customers.
Oct
1
2009
1
2009
Three Ways Google Adwords Fails The Local Business
Dave Eckstein | Tempted by the “cheap and easy” feel to paid search? Local advertisers had better look elsewhere.
May
1
2009
1
2009
Being #1 on Google Only Half the Battle
Dave Eckstein | Yes, you want to be #1 with Google … but you don’t want Google to be #1 with you.
Feb
24
2009
24
2009
Freeing Up the Ad Budget
I’ll go out on a limb here and state that fully 30% of local ad budgets are spent in dying media. It’s probably a lot more than that, but I like to sandbag a little. Plus, the total share of local advertising dedicated to these media shrinks daily, so by the time you are reading [...]
Feb
12
2009
12
2009
Free Referrals on Facebook? (Part 2)
We all have seen how social media has changed the landscape of how we communicate … both as individuals and as businesses. Here are a few social media ideas that will generate referrals and add-on sales for your local business. There are (at least) 10 free steps we would advise; the first three are below:
Create [...]
Feb
5
2009
5
2009
Free Referrals on Facebook? (Part 1)
Most local business owners will tell you that referrals are the cornerstone of their success. Often, they have cultivated elaborate processes to ensure that their customers are happy and willing to refer them or use them again.
Two weeks ago, I sat with a window contractor who shared a six touch-point system of communication between his [...]
Jan
13
2009
13
2009
Ten Media Sales Resolutions for 2009
No doubt, 2009 has the looks of a tough year. Okay, so that’s not the first understatement of the new year. As a media salesperson, you have a choice. You can jump on the “misery loves company” bandwagon, or try something that’ll make your sales grow (maybe even double) over the next 12 months.
That said, [...]
Dec
31
2008
31
2008
Searching for Answers (Part 2)
Dave Eckstein
Just in case you’ve been living under a rock for the past few years, paid search advertising is presenting a new set of challenges to advertisers and the “traditional” media sales team.
It is a viable option in a vastly growing local media space, one that offers ease of use and measurability. It’s a little strange, [...]
Nov
1
2008
1
2008
Searching for Answers (Part 1)
Ready to sell against paid search?
All precincts are almost done counting. And the results don’t look good at all.
No, I’m not talking about red states, blue states, or any political election. I’m talking about October’s retail and media numbers.
Many indicators point to last month being the worst October in 40 years, in terms of [...]
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