Mark Sullivan | Street Fight

Is the Humble Phone Call Actually the Killer App for Local Businesses?

Mark Sullivan

Is the Humble Phone Call Actually the Killer App for Local Businesses?

It turns out reports of voice calling’s death are greatly exaggerated. Despite an explosion in data usage and mobile messaging, voice calling — facilitated by search and virtual assistants — remains a popular activity among mobile users. A lot of those calls are going to local businesses, where they are more likely to convert to revenue than web forms or emails.

As SMB Investment in Digital Increases, So Does the Need for Better Performance Metrics

Mark Sullivan

As SMB Investment in Digital Increases, So Does the Need for Better Performance Metrics

With all the noise in local marketing, how can SMBs reliably answer the ROI question? How can they increase the signal-to-noise ratio in their marketing metrics even as they increase their investments in online marketing? A good place to start is by focusing on one metric, above all else: Lead Acquisition Cost…

A ‘Radical Transformation’ Is Brewing in SMB Phones

Mark Sullivan

A ‘Radical Transformation’ Is Brewing in SMB Phones

For local businesses that rely on the phone for inbound leads (which is nearly all of them), the functionality of copper lines pales in comparison to what call-tracking-enabled lines have done for years. Unfortunately for business owners, the VoIP packages being sold to them also fall far short of the level of functionality that call tracking provides…