Why Online Video Won’t Generate Home Improvement Leads

You’ve probably heard the statistics. YouTube gets more visitors every night than ABC, NBC, CBS and Fox network television – combined! But if that’s the case, why hasn’t online video become a huge new venue for advertisers? The answer is simple. Fraud. In fact, The Wall Street Journal last week published an excellent article on this topic: Bots and 'Drone Pools': The Deep Bag of Tricks in Video-Ad Fraud Yup, the online video...

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ReachLocal & Yodle: The Emperors With No Clothes?

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“Sometimes, you’re the pigeon…. …and sometimes you’re the statue.” And recently The Wall Street Journal put the companies ReachLocal and Yodle on the wrong side of that saying. These companies offer online advertising services for small businesses.  Here’s the article: Small Businesses Search in Vain for Web-Ad Help These firms sell paid search marketing, search engine optimization, social media services and online listings...

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‘Google Analytics’ Without Keyword Analytics – What’s Up With That?

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Two weeks ago, I shared how Google is slowly removing essential keyword reporting data from your Google Analytics account. It’s a dramatic move that affects all small business that rely on Google Analytics to track the performance of their Web sites. Why did Google do this? After so many years of providing this essential data to small business owners, why would Google decide to put it out of reach?  I’d like to offer three possibilities....

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(Key)Words Fail Me…and Google Too

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Google Analytics is taking away your keyword data. There, I said it. Now take a moment to digest! For years, I’ve been telling you to take advantage of a powerful tool that Google offers – Google Analytics.  Google Analytics has been an incredibly useful tool for home improvement companies trying to improve their rankings on Google’s search results pages.  Among its many features is its display of the keywords your Web site visitors...

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Well Wired – Selling to Wired Homeowners

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This week, we present our fifth (and final) homeowner buying persona, the Wired Homeowner. If you missed any of the personas I’ve already written about, you can read them here. Of the five online buying personas, this is the smallest.  But it’s also the one that’s growing fastest. While more and more homeowners are simply going to the Internet, Wired Homeowners are heading instead right to their online social networks.  While there,...

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The Price Monster – Selling Price-Obsessed Homeowners

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This week, we present our fourth homeowner buying persona, the Price Monster. If you missed any of the personas I’ve already written about, you can read them here. All home improvement companies secretly loathe prospects who think price first. They’re difficult to set appointments with, difficult to sell and difficult to close. But with the economy what it is, Price Monsters are everywhere. Your print and broadcast efforts may get...

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The Product Geek – Let Them Eat Data

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This week, we present our third homeowner buying persona, the Product Geek.  If you missed any of the personas I’ve already written about, you can read them here. The blessing and the curse of the Internet is that it delivers more information to homeowners than they could ever possibly process.  These days, most homeowners can easily drown in the volumes of content homeowners can find on roofing, windows, siding, bath remodeling—you name...

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The Reputation Detective: The Web is Talking About You

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This week, we continue our dive into online homeowner buying personas.  We’ll put another group of online homeowners under the magnifying glass. If you missed any of the personas I’ve already written about, you can read them here. Like the Straight Arrows, these homeowners find you offline.  However, they have a very different behavior once they go online. Rather than responding to you immediately, the Reputation Detectives continue...

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Profiting From Homeowners’ Online Buying Habits

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Today’s homeowners are a finicky bunch when they sit down their computers.  How they find you is distinctly different from how they respond to print, broadcast and trade shows.  Ignore the differences at your peril. If you’re like many home improvement owners and executives, you didn’t grow up with the Internet. Rather, you learned about online marketing only after you established yourself and your business. Now you need to adapt to a...

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Google’s Most Recent Algorithm Change… Penguin 2.0!

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The Penguin is coming. No, not Burgess Meredith or Danny Devito…or even the venerable Ted Knight. No, Penguin 2.0 is coming—a major algorithm update from Google that will shake up the organic search engine rankings…yet again. By way of background, Penguin 1.0 was a now infamous algorithm change that Google made last year.  This change sank a number of major Web sites in the search engine rankings, many never to return.  Google’s...

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