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?