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It used to be that the biggest marketing decision Rick Clemmons had to make was what size ads to take out in the phone books to promote his company, The Plumbing Doc, which he established in 2000 in Bakersfield, California. Things are more complicated now. Instead of fighting for consumers’ attention in phone books, contractors have to scramble to boost their internet presence through positive online reviews on websites and social media platforms, and sometimes may even have to consider things like combatting false negative reviews posted by unethical competitors. But Clemmons has found a simple, yet effective weapon to wield
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