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With Patch in Peril, Rethink Your Hyper-Local Digital Marketing Strategy

With Patch in Peril, Rethink Your Hyper-Local Digital Marketing Strategy

When the media talks about a corporation’s decision to downsize as a ‘bloodbath’ it’s never a good sign. AOL, the parent company of Patch, has slashed the hyper-local news website chain’s workforce by nearly half. The future of the company is far from certain, leaving small business owners wondering: What’s the best way to promote my business to a local audience online?


Smart SEO

You have options. The first place to look is at your own website, where the strategic use of copy can make it easier for local audiences to find you through organic search. Something as simple as mentioning your hometown in blog entries can have a profound effect. Video and photos can also play a role in how visible you are to local audiences online.


Social Media

Part of the reason Patch is struggling is that much of the content they provide is also available on social media, through community Facebook pages and similar platforms. It’s important to understand what type of presence your community has online, and that you’re participating in it in a way that builds your business.


Content Marketing

Finally, it’s important to remember that Patch was never the only local media outlet available. Explore other media outlets that are serving your community. Newspapers, radio and television stations often have both websites and social media presences; look for opportunities to provide them with content. Think outside the box: your local senior center, library, youth center, school or faith community may have an online presence that would provide an appropriate platform for your messaging. Think about where your customers are, both on and offline. That’s where you’ll want to go to reach them.

Patch was a great idea, and it’d be wonderful to see it hang in there to serve local communities for a longer period of time. However, if that’s not to be the case, small business owners need to be prepared to pursue their hyper-local marketing objectives through other means.

If you need help making this happen, give us a call. We’d be happy to help!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office