There’s been so much rapid, ongoing change in the digital age that it’s easy to feel overwhelmed. And it’s especially true when it comes something that sounds as complex as search engine optimization (SEO). But for all its high-tech sheen, next generation SEO is rooted in two very old business fundamentals:
The Internet isn’t a Field of Dreams, but if you build your brand and make sure you can be found, consumers will come.
Perception is reality.
Brand building isn’t just for large companies like Nike, Apple, and Coca-Cola. From the big-box stores to the mom and pop on the corner, every business has a brand. Those that choose to nurture and promote their brand greatly increase their chances of success.
Your brand is your business’ reputation. As the founder of Amazon.com, Jeff Bezos, put it: “Your brand is what people say about you when you leave the room.” It’s both why you do what you do and why your customers choose you to do it. Websites, logos, taglines, ad campaigns, and other elements of your marketing and advertising are not your brand—but they all grow out of it, as does your online presence, and so should your SEO.
Search engines now rank results primarily on content and context. That means you need to create great content that defines your brand in a context that consumers can understand.
Location, location, reputation.
Of course, there’s no point in building a brand if consumers don’t know where to find your business. For centuries, foot traffic and word of mouth were essential to success. And they still are. But these days, the foot traffic comes in the form of online search, and word of mouth comes in the form of social media shares and online comments and reviews.
The first place most consumers will look for you is online. That makes being findable a must. By ensuring your business can be found—on your own website, through your social media presence, and through accurate listings on leading directories—you ensure your customers can find your brick-and-mortar location(s) or shop with you online.
Need help building and managing your brand online? We can help!
Generate more than search results.
Brand building and being found drive customer connection and engagement, create relationships, and inspire action. That’s how properly executed next generation SEO builds the continuous loop that builds your business. Simply put, having a strong, findable brand generates more than just search results—it positions your business for success.
Find success with us.
We know SEO and so much more. From branding to digital marketing, we’ve got the insight, strategy, and expertise to help you take your business to the next generation and beyond. For more information, contact us online or call 888.573.4773.
In 2015, the total number of searches conducted on smartphones and other mobile devices surpassed the number conducted on desktop computers for the first time, marking a critical tipping point in the importance of SEO relative to mobile marketing.
The fact is, mobile is fundamentally and effectively the foundation of search now, and ignoring one or the other will position your business at a significant disadvantage relative to your competition. Consider these mobile stats that aren’t just eye opening, they’re eye-popping:
68% of Americans own a smartphone
Nearly half of American adults own a mobile tablet
91% of people always have their smartphone at their side (day and night)
More than half of all smartphone users grab their mobile device immediately after waking up
On average, people check their phones 150 times daily and spend 177 minutes a day using them
That feeling you have everyone is constantly looking at their smartphones? It’s actually a fact: we live in the “Golden Age of Mobile,” and there are major implications for your business.
Sold in a micro-moment.
American consumers are tethered to their devices, and they rely on them to investigate, inform, and validate their investments, however big or small, and increasingly, they use their personal devices to complete the entire conversion cycle. There is no “off” button, and you can miss the opportunity to connect with new and recurring consumers in the blink of an eye, or a micro-moment as it is often called, if your business is not present (digitally). Be mindful not to underestimate the power of the micro-moment: it applies to both large and small purchase decisions alike.
Being there is everything.
Effective search engine strategies prioritize mobile content and optimization, given the weight it now carries within search. Search engine algorithms work to interpret searcher needs and deliver results that are preferential, and the monumental shift to mobile means search looks for content that will work best in mobile environments. Steps you will want to take to impact mobile search include: ensuring your directory listings are accurate, including your name, address, location, phone, and map drop-pins because these are what mobile users are often looking for when then search. Another opportunity for ensuring mobile success is incredibly straightforward but often overlooked: your website simply has to be responsive. You need not build a dedicated mobile page, in fact that will work against you, but you do need to have a page that resizes and scales to users’ screens. Beyond your basics, social media are combined to create a critical segment that impacts mobile search significantly; social media includes traditional networks (Facebook, Twitter, etc), video (YouTube), and review sites (Yelp, G+). If you need a quick crash course on how to activate social media, catch up with our eBook “The Social Landscape for Local Businesses.”
Ready to get started?
If you’re ready to get started but not quite sure how, get in touch with us! We’d love to talk to you about mobile and SEO. For more information, visit our contact us page or call 888.573.4773.
Anderson, Monica, “Technology Device Ownership: 2015,” Pew Research Center Survey, pewinternet.org
Morgan Stanley Survey; “Consumers in the Micro-Moment” Google/Ipsos March 2015. Base: smartphone users in the US
Sukhraj, Ramona. “25 Mobile Marketing Statistics to Help You Plan for 2016” Impact Branding & Design Nov 2015 impactbnd.com
Lawson, Matt. “Win Every Micro-Moment with a New Mobile Strategy” Google Sept 2015 thinkwithgoogle.com
This is the third in a series of blogs on the next generation of search engine optimization. You can catch up on previous posts: Next Generation Search Engine Optimization and Next Generation SEO – Content Power.
Throw away your funnel.
No one would argue that the Internet hasn’t revolutionized the way customers discover businesses and consider products and services. However, many fail to recognize that the Internet also broke the tried-and-true purchase funnel theory. Consumers no longer move from awareness to consideration to conversion, rather they progress through an always-on journey of exploration and contemplation, fueled largely by self-sought investigation online. For more on the evolving consumer conversion process, check out the Conversion Theory.
Present every step of the way.
With an endless sea of information available online, search engines serve as a critical starting point and road map for navigating throughout the consumer journey. There is no one-size-fits-all definition for how consumers utilize search, except that they use it every step of their journey. They discover your brand and products with higher level search terms (such as category or segment). They inform and validate their interests with social and review site results, and they convert (or facilitate their conversion) with direct links to purchase, call, or visit.
It’s not enough to focus on any one point of the journey—as tempting as it may be. If your goal is the drive leads and form-fills, you may put all of your effort in keywords and PPC that supports conversions. This strategy is short-sided, as it leaves the opportunity to connect with consumers and move them further along their conversion path on the table. For example, developing content will not only support keywords and drive PPC success, it will also build brand awareness while providing consumers with valuable information.
Take three steps back.
To make the most of your search presence, stop thinking about search. Really.
Step One: Understand how your customers utilize search to facilitate and augment their decisions. Consider building out buyer personas, where you can work through your customers’ needs, desires, values, and habits.
Step Two: Build a robust digital presence that provides adequate information and opportunity for both your prospective consumers and your most loyal customers to engage with your business and brand. The development of content will satisfy two needs: those of your customers as well as those search engines value most.
Step Three: Start thinking more about search engine optimization: regularly scheduled content releases, cross-channel management, social media, and more. Focusing on customer journey will outrank others in search results, creating ever more customers, and it is why next-generation search engine optimization delivers such a powerful competitive edge.
“Whoa! I’m overwhelmed.”
The greatest irony of search is, despite its simple interface and ubiquity, it is arguably the most complex medium. If you are struggling to understand your customer’s journey and the importance of search within it, we can help. Contact us online or call 888.573.4773.
This is the second in a series of blogs on the next generation of search engine optimization. To read the first post in the series click here.
Audiences crave content, and search has evolved to reflect this demand and priority. Google’s search engine, which handles a whopping two-thirds  of all internet searches, previously located and ranked sites based on keywords and inbound link counts. It now weighs expertise, authority and trustworthiness of content as well.  Google and other providers will continue to move in this direction to ensure their searches deliver the most accurate, relevant and useful results possible.
This means old SEO tricks like overstuffing a website with keywords and or buying inbound links don’t work anymore. While keywords and inbound links still count, there’s no doubt that having quality content on your site is an ideal way to reach the top of the search results.
The search engine experts agree.
Search engine experts have seen this coming for years. Consider this 2010 statement from Google:
“Creating compelling and useful content will likely influence your website ranking more than any of the other factors discussed here. Users know good content when they see it and will likely want to direct other users to it. This could be through blog posts, social media services, email forums, or other means. Organic or word-of-mouth buzz is what helps build your site’s reputation with both users and Google, and it rarely comes without quality content.” 
Microsoft’s Bing is the world’s second-most popular search engine.  What tops Bing Principal Group Program Manager Rajesh Srivastava’s advice for achieving optimum rank for your site?
“Develop great original content (including well-implemented keywords) directed toward your intended audience.” 
Content + SEO = Continuous Growth
Imagine two retailers in the cookware business. Both list and sell products on their websites. But one site also features free content, including recipes, cooking blogs, how-to videos, menu planning, a wine and beer guide and a wedding and gift registry. Which site do you think will draw more traffic? Engage customers longer? Generate more social media word-of-mouth? Drive more sharing? Rank higher in search results? Sell more product?
Clearly, the website offering consumer-pleasing content has the edge. What’s more, once this site ranks high in search engine results, it will be found by more and more consumers, who will generate more social media sharing, which will further boost the site’s search rankings. That’s the power of content and context in the new era of search engine optimization.
Be the source they seek.
Creating engaging content is the cornerstone of content marketing, also known as “in-bound marketing.” In-bound marketing attracts consumers and draws them in throughout every step of the buying journey. This differs from “out-bound” marketing, including traditional advertising, which typically reaches out to grab a consumer’s attention in the final stages of the buying journey.
Of course, creating engaging content and using it to power SEO takes planning, time and resources. Like any other form of marketing, it’s a serious investment in the future of your business.
Looking for SEO Content Expertise?
If you’d like help creating content for your business, or want to learn more how next generation SEO, contact us online or call 888.573.4773.
1. Editorial Staff, July, 2016, “Top 15 Most Popular Search Engines,” eBizMBA.com, eBizMBA Inc.
2. “How Google Works: A Google Engineer’s Story,” Paul Haahr, SMX West 2016, March, 2016, San Jose, CA
Search Engine Optimization, or SEO, is more important to your business than ever before. This may come as a surprise, since SEO no longer grabs the kind of hot-topic headlines it did a few years ago. But like the internet itself, search engine technology has evolved at a remarkable rate.
Advances in SEO have been fueled in no small party by the pervasiveness of mobile technology and the always-on nature of today’s consumers. Search is oftentimes the first destination when researching a new product or solving an unexpected issue or finding more information to inform a purchase decision.
These factors combine to make the key benefit of SEO—the ability of potential customers to find and engage with your business quickly and easily on the web—absolutely essential. To get started, it’s important to know a little about where search has been … and why those tactics are no longer effective.
Once Upon a Time, Keywords were King
SEO covers a variety of techniques that can be used to make your business rank high in online search results on popular search engines like Google. Initial SEO models focused on a simple, if ambitious, goal: make your website rank #1 in search results by using specific keywords. This made sense, since search engines relied heavily on finding specific keywords and search engine results pages (or SERPs) displayed results as bare-bones lists of links. However, the focus on keywords meant some or many of a search’s results could be frustratingly irrelevant. Over time, other drawbacks of heavily keyword-oriented search and SEO became apparent.
Classic Search, Common Problems
Soon, businesses began overstuffing their sites with keywords, even though doing so lowered the quality of the content. Consumers were likely to visit multiple sites based on exact match queries, learning as much or more about the completion as they did your business. And because business’s reputation wasn’t considered part of the SEO process, consumers who discovered a business through search were likely to encounter negative information posted by angry individuals or unscrupulous competitors.
Other complications included conflicting online information regarding things as simple as a company’s location, business hours or phone number. Not surprisingly, consumers who searched for information online still relied upon friends and family members for recommendations on products, services and the best places to buy.
The Second Search Revolution
Eventually, Google, Bing, Yahoo! and other (minor) search providers began cracking down on SEO practices, like keyword stuffing, that were skewing results. Meanwhile, the ongoing refinement of search engine technology eliminated others. For instance, Google search’s indexing of the web previously focused on keywords and link counts. It now analyzes websites and web pages for relevance, and ranks expertise, authority and trustworthiness as well. 
This means a search you initiate today will deliver results that are far more heavily based on content and context than in the past. These results will more accurately reflect the actual intent of your search, and you are apt to be more pleased with them.
This advanced, content-and-context-driven approach to search is yet another reason why content is king. It also means that a fundamental step in the customer buying journey has changed forever. We’ll explore these changes and ways your company can benefit from them in more detail in the next post.
Need Guidance Navigating SEO?
Interested in learning more about putting the new approach to search engine optimization and the many benefits it offers your business? We’d love to talk to you about SEO and other tools to grow your company. For more information, contact us online or call 888.573.4773.
1. “How Google Works: A Google Engineer’s Story,” Paul Haahr, SMX West 2016, March, 2016, San Jose, CA
Need support with your marketing plan or buyer personas? We’re always available to assist you in thinking through your strategy and identifying your best customers and how to connect with them. Contact us online or call us at 888.573.4773 today.
Marketing is deeply rooted in common sense. But if you’ve ever found yourself treading terminology in an alphabet soup of marketing lingo, you might be inclined to believe otherwise. What’s more, the rise of digital marketing is creating so many new terms so quickly that even experts can feel like they’re playing catch-up.
The good news: Professionals use marketing terminology because it has the ability to turn mouthfuls of words into bite-sized phrases.
With that positive thought in mind, we’ve decoded some of the most confusing marketing terms. Consider this post your marketing cheat-sheet.
This acronym stands for cost per thousand impressions (M is the Roman numeral for 1,000). It measures the cost of reaching 1,000 readers, viewers, visitors or listeners. CPM is most often used as a straightforward way to compare the costs of advertising in various media.
GRP & TRP
Gross Rating Points (GRP) and Target Audience Rating Points (TRP) are methods for measuring the impact of advertising. GRP is the percentage of audience reached multiplied by the number of exposures to the advertising. So, if you reach 50% of a medium’s potential audience with three ad exposures, your GRP is 150. TRP is the percentage of the target audience for your product or service that your ads reached multiplied by number of exposures to your advertising. If you reach 70% of your target audience with four exposures, your TRP is 280.
What makes your business unique? Why should a customer buy from you instead of your competition? The answers to those questions are what your key differentiators are. Your key differentiators should be accurate, demonstrable, and defendable. For instance, a music store could differentiate itself by offering the largest selection of name brand pianos in town. This could be demonstrated and defended by comparing the number of top brands stocked and number of SKUs per brand vs. what local competitors offer.
This acronym stands for key performance indicator. KPIs measure the progress and success of your efforts. They can be as simple as the number of visitors to a website or as complex as a sophisticated customer-acquisition-cost formula. Comparing your KPIs against industry data allows you to determine the efficiency of your approach.
This is a percentage measurement of how big a “slice of the pie” a business has, expressed as sales revenue or units sold. Unit Market Share divides the number of units a business sells by the entire number of units all businesses sell within a specific market and time period. So, a tire retailer who sells 10,000 tires annually in a city where a total of 100,000 new tires are sold a year has a 10% unit market share. If that same retailer’s sales account for $500,000 of new tire sales revenue out of a market total of $6,000,000, his business has an 8.3% revenue market share.
This is the established the pattern in which your ads will appear as part of a media schedule. An effective media schedule will often alternate periods when your advertising appears (flights) with periods during which it does not (known as a hiatuses). Using flights and hiatuses allows you to reach your target audience more cost effectively.
Pay per click (PPC) is a form of online advertising. With PPC, a business places advertising on a website. But instead of paying for the ads appearing on the site, the advertiser pays an agreed amount each time a visitor to the site clicks on one of the ads. Clicking will typically activate an interactive link, form, or feature. Managed PPC and bid-rate PPC models vary from a strict PPC approach, using search keywords and other targeting techniques to control costs and maximize results.
ROI & MROI
Return on investment (ROI) is used to measure the profitability of your tactics and to compare the profitability of one approach against another. The most common formula for determining ROI is: (Results – Cost) ÷ (Cost) x 100 = % ROI. Say your business generates $80,000 in income by spending $20,000. What happens when you plug those numbers into the ROI formula? (80,000 –20,000) ÷ (20,000) x 100 = 300%. Your $20,000 investment created a $60,000 payback, which equals 300% ROI, or $3 returned for every $1 you spent.
Marketing return on investment (MROI) applies the ROI formula to your marketing efforts so you can compare the effectiveness of different approaches. Say you spend $25,000 on online advertising and increase sales by $110,000. (110,000 – 25,000) ÷ (25,000) *100 = 340% MROI, or $3.40 returned for every $1 spent on online advertising.
Search engine marketing (SEM) promotes websites by raising their profile on the search engine results pages (SERPS) of popular search engines such as Google, Bing, and Yahoo! In addition to search engine optimization (SEO) techniques (see below), SEM often involves the use of paid online advertising.
Search engine optimization (SEO) covers a variety of techniques that can be used to make sure your website ranks high in online search results on popular search engines. This makes it more likely that consumers who are looking for the products and services you offer will learn about your business before they discover the competition. Adjustments to the content and architecture of your website are two common SEO techniques.
Your value proposition, or value prop, is both your promise of value to the customer and the customer’s belief that you can deliver on that promise. Your value prop engages your target market by stating exactly what need your business meets and how your key differentiator makes buying from you the best choice.
Words to sell by.
To learn more about the many ways marketing can help your business succeed, email us or call 888.573.4773. We’d love to partner with you—and take you from terminology to real-world results for your business!
Biedrzycki, Alec, (March 10, 2016) “The Ultimate Dictionary of Marketing Terms You Should Know,” blog.HubSpot.com, HubSpot, Inc.
Ferrell, O.C., Hartline, Michael, (2012) “Marketing Strategy,” South-Western College Publishers
Lake, Chris, (February, 2013) “100+ Frequently Used Digital Marketing Acronyms,” Econsultancy.com, Econsultancy.com, Ltd.
Perrault, William, Jr., Cannon, Joseph, McCarthy, E. Jerome (2014) “Essentials of Marketing: A Marketing Strategy Approach,” McGraw-Hill.
Westwood, John, (2011) “How To Write A Marketing Plan,” third edition, Kogan Page.
The French author Antoine de Saint-Exupéry wrote, “A goal without a plan is just a wish.” That holds true in both our business and personal lives. It’s also why many organizations use the SMART system to separate real goals and objectives from wishful thinking.
This system is an effective way to bring clarity, simplicity and progress to any endeavor. While time has brought some variations in the specific words used, SMART usually stands for:
Every goal you set or objective you want to meet should be judged by all or most of these guidelines.
Specific: Cleary defined and targeted
Measurable: Can be quantified (monitored and demonstrated) in a straightforward manner
Agreed-Upon: Is understood, communicated and has support throughout the organization
Realistic: Firmly grounded in business reality and accomplishable through focused effort
Time-Bound: Subject to a specific schedule
Once you’ve established your business goals, it’s vital that your marketing objectives align with them. Otherwise, you risk wasting marketing dollars, confusing or disappointing customers, and damaging your brand.
Think it through.
Consider the following hypothetical.
Two years ago, the owner of Big Bob’s Barbecue was losing his lunch crowd to a new buffet-style restaurant across the street. The proprietor’s knee-jerk reaction was to begin offering a lunch buffet. While the new offering brought back regulars and attracted new customers, the buffet approach made his lunch business less profitable.
It’s time for Bob to get SMART. The first step is to create a well thought-out business goal that meets the criteria: restore the restaurant’s profits to pre-buffet levels within six months, and increase revenue by 5% over the course of the fiscal year.
Putting it into Action.
Now that Bob has determined what he is looking to do in terms of his business performance, it is time to build a marketing objective that will help Bob achieve this goal.
Marketing objectives generally focus on impacting business through:
Pricing and profitability
Distribution and / or location
Bob’s knee-jerk decision to change his product offering to include a buffet at lunch was ill-conceived because it was not based on business goals. Rather, it was a copy-cat competitive reaction. Much like everything in business, marketing objectives should be objective and backed by research—not hunches or whimsical endeavors.
To restore profitability and increase revenue year-over-year, Bob’s marketing goal is to drive profitability through pricing tactics, specifically, by introducing and promoting higher-margin items. From here, it is easy to see how this objective can be made SMART: by adding product specifics, a target share of product mix, and a timeline for achieving.
The next step is the bring the objective to life through strategic initiatives and tactics. In Bob’s case, he may develop new “products,” such as appetizers, desserts, and beverages, that have a relatively low price point—making them easy to add-on and increase average check size—but are also higher margin.
Think back to the fundamental business goal: restore the restaurant’s profits to pre-buffet levels within six months, and increase revenue by 5% over the course of the fiscal year. Bob’s marketing objective includes higher margin items that will help offset the buffet customers, and the menu of add-on items will increase check size and help achieve the goal of 5% revenue lift.
We can help.
Bob’s case has been greatly simplified for ease in understanding, but translating business objectives into marketing goals isn’t always so easy and straight-forward, even for seasoned marketing professionals. We love partnering with clients to understand their businesses better and developing marketing strategies that will move the needle and deliver results. If you’re struggling to get started with your marketing plan—or if you would like a consultation on the work you have in progress, contact us online or call 888.573.4773, and let us help shape your world.
It’s 2016. Odds are your business has a website. You’re probably sending emails to your customers, too. But do you know how customers experience your website and emails across various platforms? If not, you need to know about responsive design.
Responsive Design for Websites
Responsive design uses your website’s domain, content, and layout to deliver an identical, seamless experience across any device, no matter the size of the screen. This makes it easy for customers to navigate your website, regardless of their location or choice of mobile device. But the value of a responsive-design based site goes far beyond user friendliness, as these facts from Google research and updates make clear:
In 2015, Google confirmed that more of its searches come from mobile than desktop .
Last year on Google “Mobilegeddon”  day, the company released a new algorithm that gives mobile-responsive websites higher rankings in Google’s mobile search results.
Google’s Micro Moments study shows that consumers expect to find accurate information at the exact moment they need it . If they can’t navigate your website with ease from their mobile devices, they’ll quickly move on to another site.
Unsure if your website is responsive? Google Design is a tool that demonstrates how websites display across different screen sizes .
Responsive Design for Emails
Today, over half of all emails opened are accessed on a mobile device . That means responsive-design emails are just as important as responsive-design websites. A report from Yesmail shows that, while the open rate for mobile-responsive and non-responsive emails is almost equal, 58% of mobile clicks come from responsive-design emails . A very important statistic, since clicks can lead to conversions and revenue generated.
Despite the data documenting consumers’ increasing reliance on mobile devices to open emails, American businesses still struggle to implement responsive-design email. In fact, only 17% of brands use responsive design in all of their emails, while 44% use it some of the time or not at all . If you’re creating and sending emails without involving a design team, be sure to at least test your emails by viewing them on your personal mobile devices. We strongly recommend you test all emails on various devices from different manufacturers (cell phones and tablets, Android and Apple) and in various email platforms (Outlook and Gmail).
If you’re not currently using responsive design, you can meet your customer’s expectations and get a leg up on the competition by implementing it today. Here at TN Media we have a dedicated team of digital experts who have extensive experience creating responsive websites and emails. Contact us today for your free consultation.
We’re always responsive.
We’re on top of the latest trends and technologies that will help you propel your business into the future. We can help you reach your business goals and build your brand. We offer a diverse portfolio of advertising, digital marketing, and data intelligence products and services. To learn more, contact us online or 888.573.4773.
When it comes to online display advertising, you’re probably using an ad exchange like Google AdWords, right? Programmatic ad buys are a relatively easy way to publish your ads to the places your customers will be likely to see them. However, the secret to truly getting the best returns from your campaigns in 2016? Combining your programmatic ad buy strategy with buying ads directly from publishers.
While exchanges give you a broad reach, direct ad buys let you get more creative with your media, with even greater audience targeting. With U.S. digital ad spending poised to top $21.55 billion in 2016, you can maximize your strategy by combining programmatic marketing and direct buy ads. You’ll also get the following benefits:
Working with a Publishing Team
When you use Google AdWords, you get the speed and efficiency that comes with using a computer program to quickly execute a programmatic ad buy. However, when you buy directly from publishers, you’re working with real people who know their publication or website in-depth, and who have access to data about their audience that allows you to target your ads in the best way possible. They’ll also be able to help you make sure your media is always optimized, and you’ll likely get more of an opportunity to negotiate ad pricing.
Promoting High-Quality Content
Effective advertising is becoming increasingly visual, and buying direct ads mean you’ll be able to use these formats more readily. With a programmatic ad buy, you need to factor in file size and load size, whereas, with a direct ad buy, your publisher’s team will make sure that your ad looks the way you want it to.
Premium Ad Placement
With direct ad buys, you get more ad placement options, such as an above-the-fold spot on their homepage. The publishing team can also pair your ad with content that best suits your company.
When it comes to digital advertising, optimize your outreach and your budget by using a mix of direct ad buys and programmatic marketing. TN Media in Nashville, Tennessee can make sure you find the right package to suit your needs. Contact us today for more information.
We are the state’s largest reaching, multi-channel digital marketing and news network, serving six primary marketplaces and the state through digital and print platforms with powerful, deep and relevant local reporting.
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