The Hyperlocal Consultant

January 12, 2018

Facebook recently announced it will be changing its feed and algorithms so that news from publishers and posts from businesses will be relegated in favor of posts about your neighbor’s cat.  Facebook CEO Mark Zuckerberg said that Facebook is making these changes because he is concerned about his ...

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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 its decision to do so by claiming it is helping to unclutter the user experience, the reality is that businesses ...

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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 layoffs at the Star-Ledger, Patch, and other publications, independent hyperlocal news sites are critical ...

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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 mail. Typically only around 2% of direct mail pieces are actually received by your intended audience.  The great ...

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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 quickening pace of society in general, some estimate that now, for an ad to make an impression, it needs to be ...

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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 that the daily deal customer is someone who is looking for a deal and is unlikely to be a repeat customer.  ...

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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 day.  It’s the only thing some advertisers talk about.  I didn’t understand why until I met with an online ad ...

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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 stores with steep discounting as well as online foes like Amazon.com, the small business owner is ...

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