Follow-Up Thoughts on the SMB Marketing/Operations Universe

“Regardless of the right package, the key for both agencies and small businesses is to choose best-of-breed components in each galaxy that integrate with each other so that you can add relevant and profitable services over time,” David Mihm says to Mike Blumenthal in their bi-weekly column.

Q&A: Does Google’s Latest Product Mean Death by a Thousand Cuts for Brands

Google really left businesses hanging with the Q&A release, Mike BLumenthal tells David Mihm in their biweekly column: “We had enough engineering cycles that we could “step into the breach” of what is obviously a big brand problem. Whether it is long term or not depends on what Google can parse from the questions in terms of improving results. “

Two Big Facebook Moves in the First Two Weeks of 2018

“It will be interesting to watch how much SMBs’ costs go up with Facebook to achieve the same level of engagement that they have been enjoying,” Mike Blumenthal tells David Mihm in their biweekly column. “As Google expands their many local offerings, this might just play into their hands by forcing businesses back to Google My Business.”

Will 2018 Be a Tipping Point for Voice?

“There may only be 6-7 ‘commands’ that we use regularly with voice, though I’m willing to bet that as people get more and more accustomed to the interface, the horizon of possibilities expands,” David Mihm tells Mike Blumenthal in their biweekly column.

Google Websites — To Infinity and Beyond?

“In the developing world, Google has a simplified path to the GMB where if a business first creates a website they can get verified more easily,” Mike Blumenthal notes. “Thus the website becomes the hook into Google’s data funnel. In the US, and most other developed countries, I would speculate that it is typically the other way around”

How Far Can Google Local Services Expand?

Regardless of what Google thinks is in the best interest of the searcher, the company has “no choice but to accelerate their monetization in Local to keep their revenues growing at a healthy clip and Wall Street happy,” David mihm tells Mike Blumenthal in their biweekly column.

Google Local Service Ads: Ready for Primetime

“While I do think this is about a new revenue stream in new categories and cleaning up spammy industries the rebranding might just also be an effort (unusual for Google) brand clarity around their Google Home product,” Mike Blumenthal tells David Mihm in their bi-weekly column..

On the Various Challenges Facing European Publishers (and Some Solutions)

“As audiences age out, the number of print subscribers will plummet, and as older small business owners retire, old ways of doing business … retire with them as well,” David Mihm writes to Mike Blumenthal. “Legacy media companies that don’t evolve rapidly are going to be left with no audience and no customers.”

Cultural Shifts Underlines Google’s Local Enterprise Play

“Google at one time talked about a suite of GMB products called the Business Builder but it got left on the cutting room floor of the forced march to Google Plus and the subsequent ugly separation,” Mike Blumenthal tells David Mihm. “It’s refreshing to see a similar strategy finally coming to fruition. I think we are seeing them being slowly tied together.”

The Impending HTTPstrophe — And What it Means for Local Businesses

“Google is rapidly moving towards a time when HTTPS will be an absolute necessity for websites,” writes David Mihm to Mike Blumenthal. “As soon as this month if an http:// website contains any input field, users will start getting scary security messages.”

The New ‘Location, Location, Location’ in Retail

“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.

The Fallacy of Google’s “Micro-Moment” Positioning

“I see the customer journey as the customer journey wherever it leads,” Mike Blumenthal tells David Mihm. “I see Google’s efforts to oversimplify it into discrete points in time as a gross form of reductionism that doesn’t help us understand that journey better. “

Can Yelp Extend Its Moment in the Sun?

“[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.”

The Place of Newspapers in the Local Marketing Ecosystem

“Digitally speaking, NextDoor is encroaching on a space that local papers really should own.” David Mihm tells Mike Blumenthal. “It’s basically a glorified forum that in my view would be every bit as successful, if not more so, if hosted by a truly local entity.”

Google’s Product Bid for DIY Wallet Share

“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.”

One Size Does Not Fit All in the SMB Digital Market

“At the very least you have to recognize your day-to-day experiences both discovering and interacting with small businesses are wildly different from customers in rural markets,” David Mihm tells Mike Blumenthal in their biweekly chat.

Making Sense of Posts in Google’s SMB Product Portfolio

“In local, most businesses do not have a transaction so Google wants to control the action,” Mike Blumenthal tells David Mihm. “If they can sell an ad, great, and if not then they take credit for a click or a call, driving directions or response to a CTA (and gather the data of those activities).”

Understanding Facebook’s Place as a Small Business Marketing Vehicle

“While [Facebook is] not yet anywhere near Google’s ability to generate leads, I have, over the past 6 months, started to see them surpassing Yelp in driving local key performance indicators on the pre-sale side,” Mike Blumenthal tells David Mihm.

The Current State of Google Maps — Fake News, Fake Reviews

“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.”

Constructing the Enterprise Priority List for Local Search

“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.”