Last-Minute Shoppers Help Small Retailers Compete with Amazon for Holiday Sales

During the holiday shopping season, it’s Amazon’s world — or is it?

Outside the digital sphere, brick-and-mortar holiday sales at big-box shops like Walmart and Best Buy continue to be buoyed by bullish shoppers willing to hit the streets in search of timely deals during consumer-focused quasi-holidays like Black Friday. As a result, shoppers are spending more during the holidays than ever before. 

And then there’s the independent, local retailer. How is a small shop supposed to compete with the ease of mobile e-commerce or the allure of big-box doorbuster deals? Turns out, they have an ace in the hole: last-minute shoppers. 

Nextdoor Releases Local Deals to Connect Businesses with Nearby Customers

Nextdoor, the social networking app that requires users to enter a verified address in order to connect neighbors, is announcing local deals, a feature that will allow businesses on the platform to promote sales, discounts, and other offers to nearby customers.

Nextdoor is active in more than 248,000 neighborhoods across 11 countries.

Constant Contact Expands Beyond Email, Adds Website Builder for SMBs

Constant Contact, known for its email marketing platform, is expanding to offer an AI-driven website builder as well as tools for branding, productivity, and e-commerce. It’s the first major expansion for Constant Contact since its acquisition by Endurance International Group.

The company’s new website builder is specifically designed for SMB owners and operators without the time or expertise typically required to build an effective site from scratch. Constant Contact claims sites can be created in minutes.

Embracing Hyperlocal Creative at Scale

The challenge of authentic content is doing it at scale, in a way that is brand safe, across all markets. While creating custom content could seem like a feasible task for international companies with endless resources at their fingertips, even legacy brands all too often struggle with personalized, custom, local content at scale. It’s equally as challenging for local businesses like franchises, small agencies, and Mom-and-Pop shops who are charged with many business tasks outside of content creation. One of the pivotal concerns in digital marketing as it applies to content and content creation is having an efficient process to scale content production. 

So, how can franchises, local businesses, and brands scale their creative marketing content to better reach local markets?

The Retailpocalypse Doesn’t Have to Be Scary for Local Businesses

Headlines about retail closures suggest it’s Amazon’s world and we’re all just living in it, but there’s more to the story. For local businesses, in particular, there’s ample reason to be optimistic that the retail apocalypse doesn’t have to spell end times. In fact, exactly the opposite could be true. Let’s walk through a few of the reasons for optimism. 

Google’s Fake Listings Problem Gets More Attention—and May Spur Regulation

Blumenthal to Mihm: It seems to me that Google could take the fake listings issue off the table by seriously investing in cleaning up the fake listing and fake review issue. I just don’t think that they think that way.

At a minimum, as the company that has the monopoly in the local space, Google faces the expectation and responsibility to provide a service that truly serves the public and businesses. And they seem to forget that.

Google Antitrust: Is It Enough for Yelp?

Mihm to Blumenthal: I’m not averse to the idea of the government regulating Google’s practices in Maps or local search, but it feels like rewarding Yelp in particular is not going to bring consumers any particular benefit, nor will it meaningfully benefit small businesses, as Elizabeth Warren seems to indicate is a primary goal of her plan.

If anything, Google has gone out of its way to help small businesses compete in its search results with the introduction of the local pack and the Venice update, whereas small businesses continue to rate Yelp as poorly as any company in tech.

SMBs Warm Up to New Tech But Are Skeptical of Impersonal Interactions

A freshly released report from SMB software firm Broadly uses data from a survey of 300 SMB leaders to paint a picture of the American SMB in 2019: gradually embracing mobile-first communication, skeptical of innovation that undercuts human connection, and ambivalent toward large digital marketplaces like Amazon and Etsy.

Who’s Winning the Reviews Race? How Do We Define Winning?

In their latest Street Fight conversation, Mike Blumenthal and David Mihm examine the state of the local reviews space and assess the reasons for Google’s dominance. “For me, the question of the future is whether Google’s behaviors will impact the remaining vertical sites over the next 10 years,” Mike writes.

Beyond SEO: How to Reframe the Local Marketing Conversation

“I am looking for a language framework that helps business understand that the idea of ranking only makes sense in the context of not just getting more customers but also keeping them. While businesses might want a floodgate of leads, there are many things that they could be doing that would be cost-effective and productive,” Mike Blumenthal tells David Mihm in their latest Street Fight discussion.

Report: Websites and GMB Profiles Both Essential for Local Businesses

A whopping 64% of respondents indicated relying on Google My Business to find contact information for local business, suggesting it’s an indispensable platform. Yet consumers still trust local business websites most of all, and only 8% say they never consult a business’ website when making shopping decisions.

Brand Building Beyond Reviews: Is the Local Marketing Ecosystem Ready?

“I think it makes more sense for a small business to buy ‘brand building’ that includes some community events and link building than for that same business to buy SEO,” Mike Blumenthal tells David Mihm. Find out what tech tools can build a local brand and why David disagrees partly with Mike’s suggestion.

3 Revenue Growth Opportunities for SMB Marketing and Ad Agencies

While SMB digital marketing spend has seen a steady rise, SMBs are being more conservative about the agencies and vendors with which they partner. In the transparency era, consolidating spend with a select group of trusted agency partners that offer multiple core services is now the norm.

For agencies that cater to SMB brands, these trends have created opportunities and challenges. There is money to be had, but only organizations that differentiate themselves from the competition and can deliver clear ROI will benefit. So how can SMB agencies show their value to brands and ensure revenue growth? There are three opportunity areas, in particular, that can help.

SMB Marketers: Small Budget? Small Team? Search and Social Are Key

With the barrier to entry lower than ever, third-party platforms have made inroads to make it easier for marketers to leverage search and social more effectively. These platforms have made it attainable for marketers—regardless of their team size or level of experience—to launch and optimize sophisticated, targeted campaigns, providing an ideal foundation to build upon as their capabilities and budgets expand. With that, here are five reasons SMB marketers should consider digging deeper into search and social right now.

Report: Education of SMB Marketers a Glaring Hole in Vendor Approaches

The disconnect between how vendors think they are supporting and educating their clients, and how those clients actually feel they are being supported, can be alarming. BrandMuscle’s report found that local marketers are hungry for marketing knowledge, and yet 18% believe they get “little to no support” from the agencies or marketing teams with which they work. Twenty-eight percent say they get “check-the-box support,” which is still insufficient.

From Zero-Click SERPs to Rabbit-Hole SERPs

Mihm to Blumenthal: Answer Optimization and Zero-Click SERPs seem to be gaining traction as concepts in the SEO industry, but as you pointed out in our previous conversation on this topic, Google’s moving well beyond simple answers and into journeys. Cindy Krum highlighted several examples of these new search journeys, which as I saw her presenting struck me as “rabbit-holes.”

AI Technology is Getting within Reach for Small Restaurants

Rodion Yeroshek: The majority of restaurant businesses, especially the small ones, remain slow adopters and non-adopters of AI technology. People may think that the introduction of AI in small restaurant operations is nothing more than jumping on the bandwagon. However, research on the impact of AI on the world economy by McKinsey Global Institute warns the naysayers. The research predicts that by 2030 active adopters of AI technologies could double their cash flow, while non-adopters could lose up to 20% of theirs. This is a hint for restaurant managers who plan to stay in business for the next 10-15 years that it’s time they embrace AI tools or prepare to lose a big part of their market share for good.

What’s the Relative Impact of Google My Business vs. Websites on Conversion?

Blumenthal to Mihm: The consumer is on a journey and is close to making a decision when they are seeing you on Google. Whether they make it at the Business Profile on Google or at the website, it is imperative that your profile at Google has enough information to confer trust. Otherwise, the end user will just move on to the next profile and never make it to your site.

Alexa Has the Confidence of SMB Marketers. Should It?

Forty-eight percent of marketers surveyed by Uberall said they trust the e-commerce giant over its competition when it comes to marketing applications of voice technology in these early days of the medium. Google Assistant had the vote of 29% of the market, with Apple’s Siri scoring a surprisingly high 17% given the widespread consensus that voice is really a two-way race at the moment.

How Mom-and-Pop Shops Can Attract Customers Year Long, Not Just on Small Business Saturday

Dan Silver: Why should small businesses be limited to one great day of sales a year? Now more than ever, owners have an arsenal of tools at their disposal to help them drive more visits and generate revenue. Here are a few sustainable solutions for local businesses.