How To Improve Your Local Marketing Strategy written by John Jantsch read more at Duct Tape Marketing
Marketing Podcast with Laura Nelson
In this episode of the Duct Tape Marketing Podcast, I interview Laura Nelson. Laura has marketed, sold to, and collaborated with local businesses for over 10 years of her career as a marketer and business manager. She is currently VP of Marketing at Signpost, following roles with Broadly, Reputation.com, and Patch. Laura earned an MBA from the University of Michigan and a BFA at Carnegie Mellon University.
Marketing has changed for all types of businesses in the last few years thanks to new platforms, channels, and technology. But for small businesses — the changes have been revolutionary, often leveling the playing field and providing a way to reach their customers and new audiences in a low-cost, targeted, and personalized way. In this episode, I talk with the VP of Marketing at Signpost, Laura Nelson, about the latest trends in local marketing and what strategies to focus on.
Questions I ask Laura Nelson:
- [1:17] So what did you work on in your fine arts and what do you do with it now in your life?
- [2:07] Let’s talk about the local versus national differences in marketing — are there any significant differences let’s say for a plumber versus say a software company when it comes to digital marketing?
- [3:57] Does a business with 10 locations need to be optimized for all 10 locations?
- [5:40] For a lot of businesses, the Google profile presence is one of the most important aspects of the business — what do you have to do to show up there?
- [8:52] Consumer behavior has changed dramatically — how have referrals changed the game for local businesses?
- [12:27] How do we get those reviews from customers that seem to be happy?
- [15:16] How do you manage all of the various channels available today like online, live chat, SMS, appointment scheduling, etc.?
- [18:02] What are some industries that you think are ahead of the curve in having automated and integrated communication?
- [20:25] What benefits can Duct Tape listeners redeem from Signposts?
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Duct Tape Transcript
John Jantsch (00:00): This episode of the Duct Tape Marketing Podcast is brought to you by Outbound Squad, formerly Blissful Prospecting, hosted by Jason Bay. It’s brought to you by the HubSpot Podcast Network, the audio destination for business professionals. Jason Bay is a leading sales expert, and he talks with other leading sales experts to get you the information you need. I’ve recent episode, he talked about how much time you need to spend prospecting. Really, really eye-opening. Check it out. Uh, listen to the outbound squad, wherever you get your podcasts. Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch, and my guest today is Laura Nelson. She’s marketed, sold to and collaborated with local businesses for over 10 years of her career as a marketer and business manager. She’s currently the vice president of Marketing at Signpost, following roles with broadly reputation.com and Patch. Sharon, an MBA from the University of Michigan and a BFA at Carnegie Mellon University. So, Laura, welcome to the show.
Laura Nelson (01:13): Hi, Jen. Thanks for having me.
John Jantsch (01:16): So what did you work on in your, uh, fine arts?
Laura Nelson (01:18): I was a painting, drawing, um, printmaking specialists. So mostly two, two dimensional works. However, through the program, we had to learn how to use every medium from the traditional media to uh, com computer based video. Yeah. Everything in between.
John Jantsch (01:39): So, so what, what do you do with that now in life?
Laura Nelson (01:42): I do
John Jantsch (01:43): Still paint for,
Laura Nelson (01:44): Yeah, awesome. I do still practice my art. I, I draw quite a bit and make prints of it, and I give them to friends or sell Themm. The pandemic was a great opportunity to get back into it just right, given that I had more spare time. Yeah.
John Jantsch (02:01): As I picked up the man, I picked up the mandolin. Oh, there you go. during Covid. So, yeah, I think a lot of people did that. Yeah. So, so let’s, you are at signpost. For those that don’t know, signpost specializes in, in a lot of, uh, local marketing, uh, tactics. So we’re gonna talk about local national differences in marketing. So let’s start there. Are there any significant differences, uh, say for a plumber, versus, say, a software company when it comes to digital market?
Laura Nelson (02:31): Yeah, absolutely. Um, a plumber primarily is trying to attract homeowners, you know, to his or her business, right.
John Jantsch (02:40): Um, in their community. generally. Yeah. Right. .
Laura Nelson (02:43): So like, you know, they are restricted by geography. They have a certain budget in mind. Often there are trade-offs when they’re budgeting for marketing versus other, you know, expenses and other staff, et cetera. Company like ours, signposts, we are a B2B or business to business company. So we sell all, all across the United States, and we sell primarily to businesses rather than to homeowners. Plumbers are our customers. Right, right, right. Along with other contractors who are looking for ways to, uh, attract homeowners with looking for ways to build their brand and their communities and ultimately grow their businesses. Right?
John Jantsch (03:29): So that local business that works in a community, obviously they, they want people generally speaking in proximity for a lot of businesses mm-hmm. Scroll back to top
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This episode of the Duct Tape Marketing Podcast is brought to you by the HubSpot Podcast Network.
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