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Posts by Joe Morsello

March 14, 2019

Why Would 29% of SMBs Say They’re Not Using Digital Marketing This Year?

Challenges of time and budget have been consistent themes for small business owners (SMBs) in executing online marketing. Even as many SMBs have become much more sophisticated about digital, there are SMB segments that feel frustrated, even overwhelmed by some of the challenges. LSA has found this anecdotally among attendees to its digital marketing bootcamps….

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March 4, 2019

Google Has an SEO Strategy Too – Here It Is

Even Google and its various websites are subject to the same search algorithm the rest of our websites are. With over 7,000 websites globally, the company is regularly making changes to these sites, impacting how they rank for relevant searches. So what’s Google’s SEO strategy? According to a recent Think with Google post, the company’s…

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February 19, 2019

Study: Live Events Most Successful B2B Engagement Channel

There is no denying the power of meeting face-to-face. Often the most efficient way to do this is at live events. According to a Demand Gen Report, 76% of 150 B2B marketers said that live events offered the best top-funnel engagement opportunity. But the embrace of live events isn’t just for the top of the funnel. A majority…

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February 14, 2019

Enhancements to Google Ads May Help Agencies Serving Low-Budget Advertisers

The bulk of Google’s latest announcements and feature updates to the Google Ads platform are largely related to YouTube and therefore larger budget advertisers with access to professional videos and commercials. Some of these updates include improved measurement of sales lift from YouTube campaigns, new bidding options for video campaigns, and new ad options on…

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February 5, 2019

Google: Online Consumer Touchpoints Range Between 20 – 500 Depending on Purchase

Most marketers have come to understand the reality of a nuanced, unique and non-linear path to purchase for consumers. The new path is a result of access to information online that helps consumers make informed purchase decisions and the smartphone has made this information accessible anywhere. The challenge marketers for brands and small businesses face…

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January 29, 2019

Paid-Search Automation Not Ready for Prime Time

Back in December I received an email from Google asking to develop a completely automated paid search campaign on behalf of my new digital marketing agency, Rithm Marketing. My guess is that this is part of a larger effort to test the company’s ability to build automated campaigns from end to end (keywords, to bids,…

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January 23, 2019

Less than 10% of SMBs ‘Extremely Marketing Savvy’ but 95% DIY

There have been many discussions on this blog related to do-it-yourself (DIY) digital marketing within the small and medium-sized business (SMB) population. From exploring the motivations behind the desire to DIY, to how these efforts translate (or don’t) to actual business results, these discussions have all led to a similar conclusion: DIY isn’t an effective…

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January 17, 2019

What 2018 Holiday Shopping Trends Say about Local

Online holiday retail spending was up 16.5% vs. 2017 reaching $126 billion according to the “Holiday Recap 2018” from Adobe Digital Insights. While this is strong growth, it represents only about 11% of the $1.1 trillion Deloitte projected would be spent during the 2018 holiday season. There were four key takeaways from Adobe’s study that…

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January 8, 2019

Mirroring SMB Market, More Brands DIY Marketing for Cost Savings & Greater Control

Running a digital marketing business only appears to be getting harder and harder. While the majority of small businesses DIY their marketing (often with lackluster results), new data from the Association of National Advertisers (ANA) shows that big brands are moving marketing in-house at a rapid rate. According to the ANA’s recent survey of over…

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January 2, 2019

Top 3 Influences on B2B Buyers: Websites, Events & Content

Over the last two years, the role of the small business website was a source of debate for local marketers. While some argue that Google is the new homepage for many small businesses, others argue the power of the website goes beyond the SERP. From the buyer’s perspective, the website is a critical checkpoint, particularly…

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