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When most businesses think of “social media,” they think of platforms like Facebook, Instagram, LinkedIn and TikTok. But what if I told you that your Google Business Profile (GBP) – formerly Google My Business – can (and should) function as a kind of social channel in your marketing mix?  GBP isn’t just a place to store your business name, address, and hours. It’s a real-time interface with prospects. It’s a place where you can post updates, promotions and even link to your s

If you work in channel marketing, you already know this: What works at the brand level doesn’t always work at the local level.

Local marketing gets thrown around a lot, but it means something different depending on who you ask. For some, it’s putting up flyers at the local coffee shop or the same radio buy they’ve been running for years. For others, it’s a Facebook ad with a ZIP code filter.