Local Merchants Highly Dependent on Social Media at Time of Uncertainty for Platforms

Well over half of the local merchants with larger budgets that we surveyed for a report last year indicated that paid Facebook ads constituted their top marketing tactic. That’s a pretty heavy dependence on a company that’s been in the news for all the wrong reasons lately.

Facebook Apocalypse? What to Monitor

Will Facebook’s usefulness as a local marketing platform be seriously weakened as a result of its recent privacy scandal and new measures to protect user data? Street Fight recommends monitoring the following to evaluate how serious the damage is.

Lots of Facebook News — But Little Progress in Local

Instead of integrating multi-media news consumption with entertainment, community conversations, events calendars, advertising, and a buyers and sellers marketplace, Facebook is isolating them as components. While this is consistent with its separate apps approach, it likely won’t result in as much audience cross-fertilization as it should. Nor does it feel at all local advertiser-friendly.

Social Media Gets the Local Spending Growth, Partly by Default

Social media is widely used — and deemed particularly effective — by SMBs. But when you dig deeper, it looks like most local marketers are using social media as substitute for display advertising (and to reach mobile audiences) rather than as a uniquely local or even “social” medium.

Report: Matching Up With Local Merchants’ Marketing Objectives

Our analysis of local merchants shows that SMBs are spending more money on digital marketing — particularly social media and email — because they find those channels most effective. But there appears to be some missing links between new customer acquisition and their favorite tactics.

Using Social Media for Enterprise Local Marketing: Comparing Twitter and Facebook Marketers

Surveys suggest social media is pretty influential for shoppers, particularly young ones, although they gravitate to Instagram and Snapchat. Big brands are taking heed. Although packaged goods giant P&G said it was paring back its most highly-targeted Facebook ads, it recently confirmed that it was maintaining its overall Facebook spending.

Instagram Collaboration Is Making Social Media Work for Small Businesses

“All social media is a funnel,” says Chris Warren, owner of Marjory Warren Boutique in New York City. “You’re trying to get someone to buy something.” Warren connected with other local shops via Townsquared, hyperlocal networking platform for small businesses, and joined a sort of “Instagram collective” with other store owners.

#SFSNYC: How SOCi Ties Local Reputation and Social Media at Scale

A high volume of reviews and feedback give voice to customer sentiment, especially at a national or global level. The trouble is sorting out how those comments relate to individual store locations, if at all, or if these are responses to specific marketing campaigns.

Report: Social Media Continues to Be a Top Marketing Tactic for Local Merchants

The fourth edition of Street Fight’s Local Merchant Report shows a continued movement to social media as a preferred marketing tactic among local merchants. They deem it their most effective tactic, so they’re increasing their spending. Analysis of the survey suggests that would-be marketing suppliers can help them integrate social with their own site and email campaigns, as well as assisting them with reputation management and reviews.

Survey: Merchants Gain Social Media Sophistication, Rate it Most Effective Tactic

Over the past several years, Street Fight has seen these local merchants shift their marketing budgets away from traditional media like newspapers, print Yellow Pages, and local broadcast towards digital marketing and media. That trend continues in a new survey that we conducted earlier this year.

Luxury Lingerie Maker Cosabella Drives Sales with Email, Social Media

With Valentine’s Day upon us, what better time for looking at how a lingerie company does its digital marketing? Street Fight recently sat down with Cosabella CEO Guido Campello and marketing director Courtney Connell to talk about how company gets the word out about its products.

Under Pressure, Local TV Advertising Still Shows Lots of Opportunity

Local TV ad spending is set to take a big hit next year, projected to decrease at a double-digit pace after an election and Olympics year. Nonetheless, local TV represents a solid opportunity for smart media and marketing tech companies, as TV remains U.S. consumers’ primary time-sink.

Case Study: NJ Gym Uses Loyalty Program to Increase Sales from Existing Members

When consumers commit to joining a gym and paying a fixed rate each month, they’re indirectly confirming their loyalty to the business. But after years of working with clients at Gold’s Gym of Jersey City, sales manager Mauricio Calmet noticed that a secondary loyalty market exists, one that’s rarely tapped by businesses once they’ve signed customers up for yearlong contracts or memberships.

6 Full-Service Social Media Management Firms

Small business owners have a reputation for being do-it-yourselfers, particularly when it comes to marketing and advertising. But with social spending on the rise, more of those business owners seem to be saying that if they want social media marketing done right, they need a professional to handle the job. Here are six full-service firms operating in the space right now.

Misalignment Between Brands and Local Affiliates May Be Wasting Massive Amounts of Co-op Funds

National brands rely on a complex web of local affiliates for representation, distribution, and channel marketing and sales. In these sometimes shaky partnerships, it turns out that massive resources in the form of co-op and market development fund (MDF) programs often go unused or get misdirected, largely due to misalignment between brands and their affiliates.

Case Study: Westport Restaurant Views Social Marketing as Digital Word-of-Mouth

Local merchants in every vertical are relying more on social media marketing for customer acquisition and retention, but restaurants in particular have become heavy users of social platforms. This year, 50 percent of casual dining and fine dining operators said they planned to devote even more resources to social media marketing. Hyperlocal vendors like Perch are providing business owners with a way to consolidate most social marketing tasks in one centralized app.

Small Businesses Rate Social, SEO, Email as Most Effective Marketing Tools

Small businesses continue to be in love with social media. In the first in a series of surveys Street Fight will be conducting with Alignable, we asked approximately 100 small business owners to rate their most effective marketing tools and tactics among a list of a dozen. Two-thirds of respondents selected social media as one of their top three. SEO and email rounded out the list of leading techniques.

Report: Getting the Most out of Hyperlocal Social Media Marketing

A new report from Street Fight Insights found that many local businesses don’t feel they’re getting return on their social media efforts. That’s in spite of the fact that two-thirds of them are using social media for marketing, and many plan to increase their efforts. Companies in the connected local economy value chain looking to best serve merchants should supply them with tools and services to measure the impact and efficiency of their social media marketing programs.

Case Study: Coffee Shop Leverages Dayparting to Perk Up Afternoon Lull

Walk into any coffee shop in the late afternoon and you probably won’t have a problem finding an open table. That afternoon lull can be tough to overcome. At Sunshine Coffee Roasters in Northern California, owner Mike Doherty’s approach adds a shot of technology to established customer outreach tactics. He relies on his cloud-based POS system, ShopKeep, for the majority of his promotional work and business management.

5 Tools for Measuring Social Marketing Results

Social media has become an essential part of the local marketer’s playbook. But with so many platforms and networks to choose from, and so many metrics to measure, it’s challenging for small business owners to know what they’re getting in return for their budgets. Here are six platforms with advanced tools for measuring results on social spending.