The Hyperlocal Consultant

  • Facebook Reduces Organic Reach Leaving Small Businesses Reeling

    By Michael M. Shapiro
    April 15, 2014

    Facebook recently changed its algorithm to reduce organic reach of posts.  In other words, posts to Facebook are being seen by far fewer people.   While Facebook attempts to justify ...

  • Local News Can Scale

    Local news can scale. There, I said it and am now preparing for the onslaught of emails by my friends operating one-off hyperlocal news sites in the country who disagree.

    With the recent ...

  • Direct Mail

    In my last column, I wrote about the importance of repetition in online marketing.  But repetition is important in other forms of marketing, as well, and in particular for direct ...

  • At Least Nine Times

    Studies show that people need to see an advertisement at least nine times for it to make an impression.  With the advent of iPhones, iPads, and other mobile technology, and the ever ...

  • Pitfalls of the Daily Deal

    Groupon, Living Social and hundreds of copycat daily deal sites continue to proliferate but their long-term effectiveness for business owners is seriously in doubt. 

    Recent studies say ...

  • Debunking the Almighty Click Through

    How many clickthroughs did my ad receive this month?  How about this week?  How about today?  How about right this second?

    I probably hear these questions several times every ...

  • Online, Content is King

    As founder of TheAlternativePress.com and now its CEO and Publisher, I speak with business owners every day, particularly small business owners.  Given the economy and the threat of big box ...