Exercise 1

The transition from paper advertising to digital marketing for small business In the business that i am in, it is about being a step ahead of everyone I am IT and business consultant, some of my customers is people between ages 35 to 60. There is a big technological gap between of them. So in each case it is different because for some of them don´t like technology sometimes they tell why waste my money in technology my business has been for so long I am doing great. But there are changes if you don´t got with the new changes you will fall behind from your competitors. On the side the people who are my age will always ask my for new solutions or stuff that found in the web, some of them are always surfing the net finding new information about the products for their business. When the owners from the small business ask about the new ways to people to notice their business, I tell them about internet some of them don’t trust this basic tool a days, others are eager to invest to grow. A typical question who is going to see me, internet is global I want to grow in my area but there is an option I tell them is called: Hyperlocal distance information with location extensions 

Hyperlocal distance information lets your customers know how close they are to your business. Available on smartphones, hyperlocal ads gives users down-to-theblock-level detail about your business including your address, phone number, and where you are on Google Maps for Mobile.

Why you'd use it 

Hyperlocal ads display a blue distance pin that lets customers know that your business is nearby. It might seem like a small addition but this extra level of location info can drive more traffic to your store and generate additional revenue for your business. After all, it's all about putting your business on the map.

http://www.fastcompany.com/3015127/most-innovative-companies-2013/google-testingout-local-news-feature-that-works-via-google-n

Step 1: Target Your Audience In this case, we knew that they wanted to focus on Northern New Jersey, but it’s also helpful to look at your Google Analytics to determine where your visitors are coming from.

You can use this data to focus on the areas that are most interested in your services.

Step 2: Develop Hyper-Local Keywords with Geo-Modifiers It’s likely you already have an idea of what keywords you want to target. For the laboratory, words like “environmental testing lab,” “certified testing lab,” and “petrochemical testing” were a few obvious choices, but you have to take it a step further than that. Armed with the data from Google Analytics, you can get more specific with geomodifiers.

One example of a geo-modifier is “New Jersey,” but you can also get even more hyperlocal with cities or counties: “Pennington, NJ environment testing lab” or “Mercer County petrochemical testing.” When people search for products or services in their area, they want

something close and convenient. They’ll be specific when typing in what they are looking for, so your website should match what they might seek out.

Step 3: Research Local News and Develop Content Find out what’s going on in your industry right now. Google News Alerts and Twitter are two great sources to find out what’s trending in your area.

For example, we built out the laboratory’s content on what’s happening with shore fracking in Northern New Jersey. By showcasing their local relevancy and local expertise, it helps them in terms of mindshare with their customers as well as with SEO. This also allows us to piggyback on chatter when there’s a current issue with shore fracking in the area. If people are searching for information, the laboratory is sure to come up.

Step 4: Socialize Your Content Now that you’ve developed the content, you need to get the word out there! This includes posting on social networks, syndicating content, and using social sharing buttons. If you can develop ancillary materials to support your content, such as graphics and video, you can increase the number of avenues you have to share it, such as YouTube, Picasa, and Flickr.