About Lisa Maier

Lisa Maier is the CEO of LocalDirective, and brings great passion and over a decade of experience in the online marketing space. Her background includes a undergraduate degrees in Economics and Sociology, a Wharton MBA degree in Information Strategies & Economics, top tier technology strategy consulting and several years helping small technology companies traverse the chasm from good products to nationally scaled businesses, particularly making use of online marketing and media programs.

How to Create a Successful Virtual Team

As opposed to the traditional brick and mortar business that relies on face-to-face connections with physical documents and physical currency or credit, a virtual business conducts business electronically. Many virtual professional services – such as administration, design and marketing – are becoming much more common and popular.

Let’s talk about what a successful virtual company looks like – specifically, the people, or team, that is the core of your virtual business.

Michael Watkins, contributor for the Harvard Business Review defines a virtual team as a group that:

  1. Has some core members who interact primarily through electronic means, and
  2. Is engaged in interdependent tasks — i.e. are truly teams and not just groups of independent workers.

If yours is a virtual team, it’s important to have both your core principles and processes set in place, along with a strong communication charter, to ensure success.

How to Build a Good Virtual TeamContinue Reading

Lost Customers Are Not a Lost Cause: Why and How to Win Them Back

Building Solid Relations For Lasting SuccessAlthough dependent upon the industry, did you know that many businesses lose up to 40-percent of their customers each year? Though you’re certainly aware that you are experiencing a level of churn, I’ll bet you’re pretty shocked at how high those numbers can get.

A few years ago, The Griffin Group conducted a customer loss survey and reported these startling statistics:

  • 71% of marketing and sales executives had no process for identifying customers who have defected;
  • 46% of marketing and sales executives do not know how many customers they lose each year;
  • 68% of firms have no process for identifying customers at high risk of defection;
  • 62% of firms have no process for determining to which competitor the lost customer defected;
  • 60% of firms do not conduct interviews with lost customers; and
  • 77% of firms do not know how many lost customers they successfully win back each year.

Even if … Continue Reading

Harness The Power of Intent Data To Supercharge Conversions

intent-marketingWhat Is Intent Data and Should It Matter?

When your prospects take a series of online actions, their digital footprints can be knitted together to tell us a story about their purpose – or intent. These footprints can come from many sources, such as search queries, website visits, downloads or even engagement with various social platforms, such as Facebook and YouTube or blogs.

Not only can we discover their current objective but we can also surmise their future intent.

Each individual signal already tells us a lot, but when we group them together, live and in order, we are able to extrapolate dynamic and powerful engagement patterns that can tell us even more about their preferences, information needs, propensity to take an action and finally, their intent to make the purchase. This not only helps us with an individual prospect, it informs us about similar audiences.

Live intent data goes … Continue Reading

3 Essential Lessons Digital Marketers Can Learn From Corn

I’ll be the first to admit it is almost unfathomable to imagine any lesson can be learned from a corn stalk, yet lessons that could be describes as essential for digital marketers. None the less, it is true. Before, I discuss these three lessons, I will tell you my corn cob story.… Continue Reading

Looking For Funding For Your Fledgling Business? Check Out New SEC Crowdfunding Options.

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent Venture Beat article, “U.S. SEC approves new crowdfunding rules,” and the Entrepreneur article, “The SEC’s new 685-page crowdfunding rules: What you need to know.”

CrowdFunding Depositphotos_60823521_s-2015The first article in Venture Beat begins, “U.S. securities regulators approved new crowdfunding rules on Friday, allowing start-up companies to raise money from mom-and-pop investors over the internet. Private companies were previously allowed to solicit only accredited investors – those with a net worth of at least $1 million, excluding the value of their homes, or annual income of more than $200,000.”

That is enough to whip your head around if you are on an entrepreneurial adventure and are fanning the growth flames of your fledgling start-up. And as an investor who has been held … Continue Reading

Mobile Impact on Holiday Shopping Marathons

From time to time, LocalDirective team members will share their views on a provocative or otherwise thoughtful piece found as they research. Here, Kim comments on an article posted by Matt Lawson, Director, Performance Ads Marketing at Google – 2015 Holiday Trends – Shopping Moments Are Replacing Shopping Marathons.

It’s no secret that over the past several years, advancements in mobile technology have reshaped the purchasing cycle for consumers from the initial thought through the final decision. Even though most advertisers agree that the trends in mobile advertising will impact holiday shopping, many advertisers are not clear on the exact impact or what they can do about it.

In this article, Matt Lawson answers these questions and provides analytical data regarding the mobile impact of holiday shopping throughout the year.

Below you will find few key points discussed in the article.

People no longer wait for big shopping days like … Continue Reading

Ad Extensions: Introduction – Getting the Most Value out of Your Marketing Dollars

Ad Extensions: Introduction – Getting the Most Value out of Your Marketing Dollars

It’s no secret that the first step in converting customers is to drive prospects to your website. To do cost effectively through paid ads it is essential for you to ensure your ads are not only relevant to the person’s needs but also that your ads stand out from your competitors.

Historically, the only option available to accomplish this goal was a 70 character written description. Today, the description is not enough. If you perform a query for most any product or service, you will notice that other than promotions, pricing, or years in business, most ads to not contain anything that is truly unique.

Even when companies create ads that offer something unique and valuable to their prospects, this message is often overlooked as the ads themselves blend in with the all the other ads. … Continue Reading

Negative Culture Saps Productivity

From time to time, LocalDirective team members will share their views on a provocative or otherwise thoughtful piece found as they research. Here, Kim comments on an article posted by Barbara Bartlein, in Entrepreneur, Negative Culture Saps Productivity.

Throughout their lifetime, most people will have at least one work experience where the culture is riddled with negativity. For most employees, it is extremely difficult to function at a high productively level in this atmosphere. Eventually, the employee will most likely move on to other opportunities. In most cases, the cost to the employee is the time he/she spent while employed.

For the company; however, the cost is much higher. Below are some statistics regarding the impact of a negative culture in a company mentioned in the article. A cost that was not mentioned, but I think is extremely important to consider, is the cost of employee turnover (i.e. … Continue Reading

How New Technologies Push Us Toward The Past

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent Harvard Business Review article, “How New Technologies Push Us Toward The Past” by William H. Davidow and Michael S. Malone.

Much has been written on the global impact of the internet and of the technology advances facilitated by it. I really like this article within this context because while much is being made of the almost unimaginable technology that will drive our future lives, the actual impact of that technology may be much, much different than one might imagine. And that is an intriguing thought.

This article is a more sociological view of the impact on the ubiquity of information, facilitated by the internet, on the fabric of our daily lives. The intriguing assertion is made that, “…Ubiquitous connectivity will not only supercharge … Continue Reading

Trust, Character and Building An Enduring Brand

Trust  - Jim Kissane LI

The team at LocalDirective regularly engages in learning together in the form of a ‘Book Club’ for which we all read and discuss a business book. We try to do this once a quarter, reading and discussing one chapter each week. Even though it is a sizable investment in time, we think it is a good investment because we are a committed ‘learning organization’ and we think it helps build our culture. Both are incredibly important to us.

This quarter, we are reading The Seven Habits of Highly Effective People by Stephen Covey. I read this book (gulp) a couple of decades ago, and as is the hallmark of all good books, some of the ideas have become incorporated into who I am. Yet I did look at the book with a critical eye to make sure it met the criteria of a ‘Book Club’ book. Mainly because of the … Continue Reading