Good morning, Marketers, do you really know how audiences are discovering your brand?
Organic search, ads, local search, social media, email, business directories — most of your customers likely come from just a few of these channels, but that doesn’t necessarily mean you can overlook the others.
For example, having a strong Google Business Profile (GBP) may help users locate your business on Google Maps and Search, but that won’t translate if they’re using their car’s built-in search feature. Having a robust Yelp presence (in addition to GBP) might help, as Yelp’s automotive integration is included in more than half of new U.S. vehicles shipping annually.
And, even if your conversions rarely come from certain channels, more exposure to your brand can nudge audiences to take a deeper look — that seems to be the strategy for a lot of social media campaigns. This guidance largely applies to B2C businesses, but thinking more holistically about your online presence can help any brand or team break out of bad habits, like cherry-picking the most exciting things to optimize for and procrastinating on other potentially important updates.
On another note, I hope you’ve enjoyed my newsletter introductions over the years. It is with a heavy heart that I tell you I’m leaving Search Engine Land. It has been the greatest accomplishment of my career to keep you informed about the news that affects your job, and while I’ll no longer be doing that specifically, I will remain in the search marketing industry.
Thank you so much for taking the time to read my work — it’s meant the world to me. And, if you’re so inclined, feel free to get in touch with me. My DMs are open.