“The new consumer (and search) paradigm favors small-scale, hyper-focused boutiques close to population centers as opposed to horizontal big box retailers on suburban commercial strips,” David Mihm says to Mike Blumenthal in their bi-weekly conversation.
“[Yelp has] not been very innovative in approaching the many needs of the SMB markets,” Mike Blumenthal writes to David Mihm. “It would seem that there could be (or should have been?) a raft of functionality that they could provide from appointments to customer follow-up that would be a natural fit.”
“Google has been on a tear this past month in the DIY realm,” notes Mike Blumenthal in his bi-monthly conversation with David Mihm. “Three major product rollouts in a 30-day span; Websites, Posts and now SMS messaging. And Google only needs uptake on one of them to get a chance to sell Adwords Express.”
“It’s incredible to me that given all of Google’s focus on new local products that they are still getting some of the basics wrong,” Mike Blumenthal tells David Mihm. “People who rely on Google more and more to find local businesses need to know that the fundamental metric of the business quality, reviews, is fair and well policed.”
“I think some local managers in corporations are getting pushback as to why their local traffic is falling, and if it is why should they maintain local pages? What is hard to explain is that those pages DO feed Google,” Mike Blumenthal tells David Mihm. “But these locations need to be not just well structured, but easily found and crawled by Google, not hidden behind some opaque code.”
If it’s possible to distill the 30 million small business owners in the U.S. into a single persona, Marc Reisner strikes our columnists as a great candidate: “Marc has been disillusioned by past performance and that poor performance has understandably tarred the entire industry with the same brush.”
“I’m not convinced small businesses without a full-time in-house marketer really care about analytics,” David Mihm tells Mike Blumenthal in their bi-weekly chat. “They certainly don’t have the time or expertise to dive in each week and change their marketing or customer service behavior based on what a dashboard is telling them.”
Where should small businesses be spending their money (or energy) right now to maximize their digital investment? Mike Blumenthal and David Mihm say it all starts with a website and listings management, and includes a variety of services like email newsletters, reviews management, and even Facebook ads.
“The flow of dollars from businesses of all sizes has clearly been away from lower-performance niche platforms into boosted Facebook posts,” writes David Mihm. “We can debate the value of that activity, but relative to the questionable/delayed/opaque performance of so many digital ad products, Facebook seems to have found a sweet spot.”