Worried About Your Digital Strategy?

Come to Our Lunch and Learn on Tuesday, April 18

Are you promoting your business but still have the gnawing concern that your on-line presence is not what it could be?  It doesn’t matter whether you’re using big budget advertising methods or just word of mouth, how you appear on-line is of primary importance.  Fortunately, there are many techniques that are easy to implement.  In this month’s free (yes, we said free) lunch and learn, we’ll show you digital strategies that you can combine with your traditional marketing to boost your on-line presence, and your business.  Join us Tuesday, April 18th, 11:30 a.m. to 1 p.m. at Pizza West for free pizza and information you’ll find useful. 

 Here’s what two of our clients have to say about our results:

Working with PioneerMedia and their content and SEO teams, we were able to fix our map issues, boost Google Insights significantly and increase our organic search traffic by more than 53%. They are as passionate about our business as we are and they are just as responsive to protecting our brand. Best of all, they really explain things so we better understand implementing a digital strategy to grow our business. 

–Pella Windows & Doors of Omaha and Lincoln


PIoneerMedia helped us define our brand and organize an integrated marketing plan across all of our channels — including digital, phone books, broadcast, direct mail, events and sponsorships, to name a few. Their team works with our managers, our vendors and our customers. We’ve had record growth online and now rank on the 1st page of a Google search for our primary business. They truly care about their customers and they are very responsive to the needs of a growing business. We really appreciate that they take the time to try and explain everything. 

—Eyman Plumbing, Heating & Air


Topics for this Lunch and Learn include:

• Integrated marketing across channels and measuring online

• Developments in Local SEO and Advanced SEO, including AMP, https and Schema.org

• Content marketing planning and local engagement

• Optimization, including search engine and conversions

• Digital advertising strategies, and tracking all of your marketing

Great ideas.  Free pizza. Who can argue with that? RSVP Today.

Omaha’s Largest Family Celebration

Omaha’s Fastest Growing Demographic Invites You to Its Largest Family Celebration

A few things to keep in mind when marketing to the Latino Market as Cinco de Mayo approaches

Cinco de Mayo is the largest Latino celebration of the year in the United States.  In Omaha, it’s a three-day festival centered in South Omaha that starts Friday, May 5, and ends Sunday, May 7. The weekend is packed with festivities that include a parade, concerts and an expansive carnival.  Families, young and old, gather to enjoy the event.  Latinos represent 12% of the Metro area population, and a significant portion of marketing dollars.   Here are a few things to keep in mind when marketing to the Latino population:

MANY LATINOS LIVE IN MULTIGENERATIONAL  HOUSEHOLDS.  They are also very family oriented.   Research shows that Latinos have more tightly integrated and localized extended families.  Many family groups include grandparents or aunts and uncles as well as children.  This means decisions, such as what car to buy or college to go to, are made within a group with input potentially provided by all members (whether it’s sought out or not). 

LATINOS TEND TO BE VERY LOYAL.  Take this statement as a “broad sweeping stroke.”  While brand loyalty versus price may vary, personal and purchasing loyalty is strong.  I have had many advertisers state that their sales within the Latino community have skyrocketed due to personal referrals within that community.  This community works hard for each dollar and saves their money.  Treat them with respect and understanding and you will have customers for life. Which brings me to my next point…

LATINOS TEND TO BE SAVERS.  They forecast major expenditures and their plan their savings accordingly to be able to pay in cash. 

LATINOS ARE LOYAL TO THEIR NATIVE CULTURE.  To varying degrees, the Latino community maintain traditions of their native homes. Latino families, whether first, second or third generation are very devoted to their country of origin.  Spanish is frequently the primary language spoken in the home, even when English is dominant otherwise.  When asked, members of the Latino community report they prefer getting their news and day-to-day information in Spanish.   

While younger members of the community are very active on social media, showing some of the highest rates of adoption, mid-age and older members of this community prefer receiving information in print.  64% agree that newspapers keep them up to date on the latest styles and trends and 1 in 5 shopped or purchased an advertised product after seeing it’s print ad. 

Our team here at our weekly El Perico newspaper and our annual Directorio Latino understand how to navigate all of the nuances of the Latino market, and we stand ready to help you grow sales in this vibrant and ever-expanding demographic. 

If you are interested in promoting your business during Cinco de Mayo, please contact us.

2017 Ranking Factors, Fred, Getting Back to Basics and More

Fred? Signs of Another Google Algorithm Update

Spam-related links take another hit as the black hat SEO community grumbles (and us white hats cheer). [Search Engine Land]

6 Common Misperceptions about SEO that Hurt Digital Marketing

From SEO is a one-time-only thing to it being replaced by content marketing, don’t let these misperceptions keep SEO from being an integral part of your digital marketing. [SEMRush]

2017 Local Search Ranking Factors Sneak Peek

From Whitespark’s Darren Shaw’s presentation at Mozcon Local, link signals, review signals, behavioral signals and personalization all saw increasing importance. [SlideShare]

SEO Ranking Factors 2017

Law firm marketing and SEO content writing firm WDWC shares their list of important ranking factors for 2017. [We Do Web Content]

5 Local SEO Experts Share Voice Search and “Near Me” Predictions

Consistency and considering local intent and context are a common theme. [Search Engine People]

10 Steps to Help Your Business Flourish on Facebook

Flesh it out, schedule consistency, engage, and yes, pay for some advertising. [Marketing Land]

Getting Back to SEO Basics

Near me, voice search — the trends matter, but they don’t mean a thing without the fundamentals. [Search Engine Land]

The 5 Step Guide to Local SEO

From make your website not awful, to local content and local backlinks, a great overview to Local SEO. [Smokehouse SEO]

Behind Google’s GYBO: Get Your Business Online

The small business initiative from Google

Potential customers increasingly turn to the Internet for information that leads to purchases.

“Where should we eat dinner tonight?” “Where can I buy culinary lavender?” “When my relatives come to town, where should they stay?”

In other words, people consult the Internet to decide where to spend their money.

So it hurts if you don’t have accurate information online to help customers find your business. And it really hurts if it’s inaccurate on Google, the country’s top search engine.

According to StatCounter, Google was nearly 87% of the combined (desktop and mobile) search market in March 2017. Bing came in 2nd with slightly over 6.5%, followed by Yahoo at 5.5%.

About half of small business owners find inaccurate information online about their operations, says Stephanie Cislo, a partner activation manager with Google. Such misinformation can range from locations to phone numbers and from endorsements to product lines.

The foundation for getting your business information correct on Google resides with your Google My Business (GMB) listing – a Google presence on Google Maps that nearly every public-facing business in America has, whether they planned it or not. Google will create a GMB page for you. It’s up to you to claim, complete and verify it.

Stake their reputations

“Businesses with complete listings are twice as likely to be considered ‘reputable,’” Cislo says.

Today’s consumers expect businesses to be accurate online, and if they’re not, they wonder why.

“Only 37 percent of businesses have claimed their listings on a search engine,” Cislo says. “Businesses should update information including photos, holiday hours, phone number, etc. Businesses can do this by claiming and verifying it so an owner or manager can keep it updated.”

To claim and verify your business isn’t as mystifying as it sounds. And if you can’t do it yourself, it’s easy to get help.

Start at GYBO.com

“Get Your Business Online (GYBO) is the perfect place to test the waters because it’s free and it takes about 10 minutes,” Cislo says.

Go to gybo.com and look in the top right corner for the “Check My Business” blue button.

“We offer guides and lessons at gybo.com to help businesses walk through the steps. Or businesses can find a local partner through our website that can help them one-on-one.”

Pioneer Media is an Official City Partner and is one of the top Google My Business verifiers nationally. That means we partner with Google to help local business owners connect with more customers online. We guide you through the process and equip you to monitor online activity in an uncomplicated way.

We are happy to instantly verify any Google My Business listing without the hassles of a phone call or postcard. Just choose “Verify Later” near the end of the GYBO process and then contact us here.

According to local search guru Mike Blumenthal (aka the institutional memory for Google’s local search efforts), the GYBO effort first rolled out in Texas in 2011 after first being introduced in the UK and Canada in 2010.

The initial (and still ongoing as far as we can tell) partners included chambers of commerce, Small Business Development Centers (SBDC) and the Service Core of Retired Executives (SCORE). That’s how PIoneerMedia got to partnering with the Omaha Chamber of Commerce, along with a good group of other chamber members, in promoting a digital marketing series in 2016. No word yet on what that looks like in 2017.

The GYBO initiative has evolved and embraced “lovers of all things local”. According to GYBO, Google believes “local businesses are vital to America’s economic future. In fact, small businesses comprise half of the U.S. GDP and create two-thirds of all new jobs. . . We believe every small business should be found online and we offer the ability to do this through Google products like Google Maps–for free.”

Since 2011, GYBO reports helping 327,000 businesses online, with 240 workshops and 3,000 partnerships formed.

In today’s connected world, it pays to be connected to your customers. Let GYBO and PioneerMedia make sure that connection is accurate.

April 2017

From the edge of the Great Plains

Dear Content Marketers:

In this month’s Content Marketing Newsletter, John Heaston and I decided to spotlight keyword phrases and their value in your content marketing. In the essay, Link Your Content to the Real World: An Overview of Keyword Phrases and Their Rewards, I look at the research we should do for each of our Pioneer Media clients.

We then turn our attention to 12 ways to mess up your content, the surging importance of LinkedIn publishing and four ways to expand your audiences

If there’s a topic you want us to address in this newsletter, let us know. We’ll share the best material we find with you and your colleagues.

We’re grateful for your efforts and creativity. All our best this spring to you and yours.

Thomas Gunning

Content Marketing Editor

Link Your Content to the Real World

An Overview of Keyword Phrases and Their Rewards

By Thomas Gunning

Pioneer Media Content Marketing Editor

Keyword research is the process of identifying the words and phrases real people use to find products and services linked to your client’s line of business.

You not only uncover what terms they use, you can develop and use data like how many times a keyword phrase was used in a specific period of time.

You’re expected to create a list of keyword phrases for each of our clients at Pioneer Media Inc. Here’s an overview of the factors involved as you begin your keyword research and planning:

  1. Search engines have evolved. Instead of combing content for individual keyword phrases, today’s search engines make semantic, or intent-based, searches. So the importance of intent and context has skyrocketed. As a result, today’s content is even more focused on searchers and their intentions.

For example, people make different kinds of online queries these days. Instead of “Omelets in Omaha,” you now might ask, “Where are cheap omelets in Omaha?” Or, “Omaha’s good brunch places.” Although you don’t specify “omelets,” today’s search engines link omelets and brunch. So select keyword phrases with semantic searches in mind.

  1. Ask yourself, “What are the most common phrases prospective customers would use to find me?” Consider whether the keyword phrase is relevant to your website’s content. Will searchers who use that keyword phrase find what they seek on your client’s site? Will the website provide information and services that meet their expectations?
  2. Always look for natural opportunities to place key word phrases in your content. Use your keyword phrase every 150 to 200 words. If it’s natural to use it more frequently, that’s fine.

But don’t let it seem like you forced a particular keyword phrase where it doesn’t belong. In fact, if it’s consistently hard to insert your keywords, take a step back and review your content. It probably doesn’t fully address the points you want to make.

  1. Consider the likely impact of similar phrases. “Recurring furnace maintenance” might be superseded by “periodic furnace inspection.” Even spelling differences can affect the number of visitors. “Handset” might be your client’s preferred spelling, but some potential customers might spell it in two words, “hand set.”
  2. Include effective calls to action. Don’t make your prospects struggle. You should assure they know to call a toll-free number, download your demo or visit another part of the website.

The following links describe the processes, technology and rewards of keyword research. I’ve put them in what I consider to be their order of relevance:

So where do you begin the actual research? The following resources can provide you a range of information about the use of keyword phrases:

It’s not uncommon to head straight to Google, but WordTracker and others can give you new insights. SEMrush also provides overlooked keyword phrases because you can access its data base of more than 95 million keywords.

Properly chosen, the insertion of keyword phrases helps your content spotlight the message you want communicate. They will help drive traffic to your client’s site. Importantly, they will bring prospective customers there, not just random visitors.

12 Ways You Screw Up Your Content Marketing

In recent end-of-year CMI B2B research, 89 percent of respondents say they use content marketing. But only five percent rated their content marketing strategy as “very effective,” while 64 percent label it moderately or minimally effective, says Sujan Patel, writing for the Content Marketing Institute (CMI) website. Clearly, a lot of us could do much better than we have. Undercutting your content marketing is easier than you might think. Here are a dozen ways you could sabotage yourself and your client’s content marketing.


LinkedIn Publishing Trends Every Marketer Must Know

If you want your content to be noticed, you should pay more attention to one particular social network, and it’s not Facebook, says Susan Moeller, business development manager at BuzzSumo. LinkedIn has seen explosive growth in the number of articles published. It also plays a growing role in content distribution for articles published on other domains. For some topics, LinkedIn is the most important network for social shares. The number of LinkedIn users also is growing. It reached more than 430 million in 2016, Moeller notes.


4 Proven Content Marketing Strategies to Expand Your Audience

The spreading of content over the internet has caused today’s consumers being more industry-, product- and brand-aware than ever, notes Rohan Ayyar of E2M, a digital marketing agency based in India. Brands accept content marketing as one of the most effective ways to attract and keep customers. And while it’s clear content marketing is not a one-size-fits-all endeavor, your content needs to reach a critical mass of audience before you can segmenting or profiling them based on their intent or behavior. Let’s explore four fundamental strategies you can use to build and keep a bigger, keener audience.