During the LSA’s most recent webinar, Itamar Shafir and Barry Plaskow of Umbrella discussed how agencies can gain the trust of wary customers, the “360 package,” and the proper sequence for introducing different marketing solutions. The presentation kicked off by discussing the “bliss point,” which happens when the client feels as if their expectations have…
During the LSA’s most recent webinar, Duane Forrester of Yext discussed the future of search and the four major trends that are driven by platform change. He explained what the search engines are most focused on, as well as how businesses can prepare themselves to succeed in this evolving environment. Here are each of the…
During a recent LSA webinar, Mark Aspillera from BrightEdge and Dave McAnally from DialogTech discussed the importance of local SEO, as well as online and offline SEO strategies for marketers that will help increase conversions. To begin, Mark explained the five components that need to be taken into consideration when optimizing websites, which include: Site…
The image above is from Gartner; it reflects an ugly, convoluted B2B buyer’s journey. And while B2C consumer journeys may be somewhat less complex, they also involve numerous touchpoints across devices and channels. For example, the following proprietary LSA Local Media Tracking Study data (2018, n=4,000) shows that within the “past month” consumers seeking to…
Despite all the advances in technology over the past several years, most marketers — especially those working with SMBs — are still using a “last touch” attribution model. Multi-touch attribution has been discussed for years but its complexity, data challenges and potential cost (if you use a vendor) inhibit people from pursuing it. Yet we all…
During a recent LSA webinar, Charles Laughlin of the LSA’s Tech Adoption Index and Tehsin Daya of Uberall discussed the trends driving local, digital marketing. Based on Charles’ white paper “2019 State of Location Marketing,” the webinar focused on the rising impact of voice, video and syndication. Location marketing by definition is the collection of…
During a recent LSA webinar, Bernadette Coleman, CEO of Advice Local presented an introduction to voice search, why it’s so important for local businesses and best practices for optimizing for it in 2019. According to Bernadette, voice search very simple — it takes a spoken query, returns a spoke query result or returns a screen query result….
There’s a great deal of buzz being generated regarding the difficulties of selling all-in-one digital marketing solutions to SMBs (small businesses). The challenge lies in showcasing the value of a full-stack solution to these SMB customers without complicating the landscape further. During a recent LSA webinar, Charles Laughlin of LSA’s Tech Adoption Index and Ziv…
The LSA Webinar Series is an on-going educational resource for the local marketing industry. Our webinars are free to attend and are held regularly to help industry professionals sharpen their skills and learn about the latest developments in the local space. Based on registrations and engagement, here are our top webinars from 2018. The Death of…
During a recent webinar, LSA’s Greg Sterling and SOCi’s Monica Ho discussed the results of two parallel surveys conducted by both companies, one of online US adults and the other of local business owners and decision makers. The studies aimed to answer the following questions and “bridge the online gap” between business understanding and consumer…
