Tag: social media

Optimize with off-page SEO
Digital Branding

Realize Top Google Rankings With These Off-Page SEO Hacks

Seeing pages rank high in search engine results for targeted queries is the goal of every website owner. There is no better feeling than seeing your SEO strategies bear fruit in record time. However, most of the time, we forget to do what is necessary in order to achieve the results we desire, like optimizing off-page SEO. Instead, we focus on what everyone else is doing and end up losing, just like them. Contrary to everyone’s belief, off-page SEO goes beyond link building. While it plays an essential role in this sphere, there is need for even greater focus on other aspects. Let’s consider the major ones.

Optimize with off-page SEO

Reputation Management

Most people do not think of reputation management when drafting their SEO plans, and that is where they lose it. You don’t just want to rank high in search engines, but be there for the good reasons. What people see every time they key in the name of your company greatly matters. Invest in online reputation management by taking advantage of various social networks. Create a brand and be known for the good reasons like the helpful, high-quality lasvegaswebdesignco.com site. Instead of ignoring news of scandals, find amicable ways of handling them. You will generate real traffic and gain from it.

Directory Submission

Some people might be tempted to think directory submission is dead. You are far from the truth. How well you capitalize on this strategy determines the results you achieve. For one, you need to be careful with your choice of directory, and even more, on the submission category. It might take time to see results, but you need to submit your website to quality directories such as One Mission, Yahoo Directory, Pegasus, and DMOZ.

Content is king in websites

Optimize Content For Users

At times, you need to play by a different set of rules in order to win the battle. Most of the time, businesses create content with the search engines in mind. They work on putting the ‘right keywords’ in order to rank high in search pages at the expense of the users. What they fail to remember is that the ultimate goal of any marketing campaign, SEO included, is not just to drive traffic, but also to engage users and turn leads into sales.

That will not materialize if you only see one side of the coin: driving traffic by focusing on search engines. Put users first and for a moment, forget about fixing keywords several times in your post. Yet again, ensure your content does not appear so promotional.

Press releases through social media

Strategic Press Release

With new technology in place, you can capitalize on press releases to help you realize SEO goals. In the recent past, social media press releases have proved themselves productive. By finding new ways of capitalizing on Instagram, Twitter and Facebook Press releases, you will have organic traffic flowing to your website.

Conclusion For Great Off-Page SEO

Winning the SEO race demands something beyond the quick-fix off-page SEO techniques. You need to work on advanced strategies that will not only bring traffic to your site but also boost ROI. This guide provides you with the perfect start.

Click here for more great SEO tips.

grow your brand online
Digital Branding

Thoughts for Growing Your Brand Online

One of the most crucial steps of building a business is growing the brand online. It is something that oftentimes gets overlooked, but which can be very harmful to ignore. All of the most successful businesses have found their success largely through efforts made to get their brand name out into the general public and by creating a loyalty to that brand name.

dollar_shave_clubThink of some of the more recent successes in this area such as the Dollar Shave Club razor service. This company started remarkably small, but their genius in online brand promotion led to them competing with companies who had a monopoly on the razor business for years. Through social media, finding their audience, and catering to their audience, they were able to get their brand name out there and make a successful business.

Here are some of the strategies that successful businesses use to grow their online brand.

Heavily Researching the Target Audience

research
There can never be too much time spent on researching who it will want and need the services that your business provides. It is crucial to get a thorough understanding of who your target customers are, what they like, and what type of advertisement they will respond best to.

  • Do they need a serious and professional approach?
  • Will they respond to humor?
  • Or, like Dollar Shave Club, are your customers frustrated consumers of an overpriced product that is expensive just because of its color?

Find out what sentiments and motivations drive your target audience and use this to inform your advertisement.
Boost Your Social Media

boostOne of the most effective ways to grab your audience’s attention is by using video advertisement on social media. Facebook in particular provides a perfect platform for advertising through videos. Videos will automatically play as consumers scroll through their feed, so it is almost guaranteed that they will watch at least a portion of your video.

Consider adding subtitles to your videos as well so that even without clicking on the video, potential customers will get an idea of what your brand is.

Equally important is to spend a significant amount of time and effort in responding to any comments that your audience puts on your videos or posts on social media. This will give personal credibility to your brand that will make it stand out. Another great way to boost your social media rankings is to buy PBN links from an internet marketing such as PlacementSEO.
Create a Blog

blog reading
Consumers are more likely to look at a blog than a business’s official website. In addition, browsers tend to boost sites that are frequently updated with fresh material. Attract more attention to your website by linking to a blog, and be creative!

Think about what your audience might be interested in, even if it isn’t directly related to your brand and business and write an article or two per week to keep people coming back.
The most important thing is to not underestimate the power of your brand. It is always worth investing the extra time and money to create a loyal clientele on the internet by using these and other methods to make your brand stand out.

5 Famous Rebrands and What We Can Learn From Them
Digital Branding

5 Famous Rebrands and What We Can Learn From Them

At some point in time, every company is faced with the decision to rebrand. Rebranding isn’t easy. Changing your message, mission, culture, or target audience is guaranteed to alienate part of your customer base. Many rebrands are unsuccessful. It takes more than a new slogan to create a successful rebrand. A successful rebrand must win over the minds and hearts of customers to be successful. Changing how people think of you is no easy task. However, by taking the initiative to do things like engage in creative marketing, focus on the consumer, develop a quality product, and address public concerns, successful rebranding is possible. Take a look at how these five companies have rebranded successfully.

Old Spice

old-spice

Clever marketing revolutionized the Old Spice brand and gave a big boost to their bottom line. Old Spice’s sales were slowing down and they needed to take a fresh angle to rejuvenate their brand. After realizing that females made up over 50% of their customer base, they started a viral marketing campaign that sold directly to women, instead of men. Old Spice’s first over-the-top commercial starring Isaiah Mustafa went viral and generated millions of views on the internet. But, they didn’t stop there. They went on to release 186 video responses to online comments on their YouTube channel from celebrities and bloggers to drive engagement. It worked. Within the first six months of the campaign their sales increased 27%.

Creating clever, viral advertising and using social media to reach your customers directly can pay huge dividends. Old Spice was once only seen as a product for older generations and now has become a staple of a younger audience.

Harley-Davidson

harley

In 1982, Harley-Davidson was in debt $90 million and no banks wanted to lend them money. The motorcycle company had a solid customer base and brand but they were failing to generate any profit because they didn’t have a quality product. The company almost went bankrupt in 1985. Instead of going under, Harley-Davidson started focusing on providing a better product to their customers. They improved the reliability and quality of their products and it paid off.

Focus on your customers. Make sure you’re providing them a great deal of value and it will pay off.

Lego

lego

Danish toymaker Lego was facing bankruptcy in the late 90’s and was forced to make a change. Lego dropped hundreds of different products and was able to successfully turn itself around. Lego took the approach of marketing to an audience that had fond memories of their brand (adults) and then used that connection to establish a bond with a younger generation (their children). Lego uses a lot of social media and user driven content. You’ll routinely see customer creations on Lego’s social media accounts. They focus on engaging with consumers.

Remember that your customers are actual people. People want to engage with brands that they admire so make sure that you give them an opportunity to do so.

Apple

apple

In the 90’s, Apple nearly went bankrupt and was facing tough competition from its competitors. The company needed to revamp its image. Steve Jobs launched the “Think Different” campaign to turn the Apple brand into a lifestyle, rather than just a computer company It is now estimated that Apple will soon be worth more than $1 Trillion. But it wasn’t just an ad campaign that brought Apple back from the brink. The company focused on producing reliable, quality products that are beautifully designed. They have also instilled their core values in all of their employees and make sure that their message is communicated to their consumers as well.

What can we learn from this? Don’t just sell customers a product or service. Sell them your core values. Customers who share your beliefs will turn into loyal fans. Also, you can’t go wrong with investing in creating quality products and keeping your customers happy.

McDonalds

mcdonalds

McDonald’s has been a juggernaut in the fast food industry for quite a while but they have had their fair share of bumps and bruises along the way. McDonald’s has been criticized for being a cheap, unhealthy restaurant with products that promote obesity. To avoid this, McDonald’s has focused on providing healthy options such as salads. In its advertising, the slogan “I’m Lovin’ It” has been coupled with images of young people and families enjoying their meals. The company has also been able to reach the coffee crowd with their premium coffee product line McCafé. These initiatives have worked and have driven a rise in sales.

What we can learn here is that it’s important to listen to your customers, the public, and the media. But, don’t just brush off negative comments. Take a look inside your company and see how you can address these concerns.

Conclusion

Your brand is vital to your business and should be protected like your first born. Rebranding, when done properly, can pay off in a huge way. However, a hasty rebrand can have adverse effects so make sure that you tread carefully.

5 Platforms to Diversify Your SaaS Marketing
SaaS Branding

5 Platforms to Diversify Your SaaS Marketing

For a Software as a Service company, your website is the hub of your marketing strategy. Like a traditional storefront, it’s the place customers identify as yours. It’s where they go when they need information and it’s the portal they use to contact you.

A solid website is a great marketing tool, but it can’t be your only marketing tool. Other marketing and advertising elements can help raise awareness of your product, direct customers to your website, and drive conversion.

1. Display Ads and Landing Pages

Display Ads and Landing Pages

Big-name companies like Intuit, Dropbox and SalesForce all use display ads to get their product in front of business owners and decision makers. The key to success is finding the right placement for your ads. Advertising on celebrity gossip blogs or recipe sharing sites probably isn’t going to garner the type of clients you’re looking for.

An advertising network can help by connecting you with advertisers who want high caliber advertising. Most SaaS companies, and indeed, most marketing professionals, consider Google Display Network to be the natural starting point for any display advertising campaign. BingAds and Native Ad Networks like Outbrain are great supplemental options.

Pro Tip: Optimize your impact by choosing appropriate publisher categories. The ones that work best for SaaS businesses include Tech News, SEO/SEM News Sites, and General Business News Sites.

2. Industry Relevant Referring Sites

Industry Relevant Referring Sites

Depending on your specific niche in the tech sector you may be able to place your business in service provider directories to help build awareness of your product offerings. For example, FinancesOnline.com is an independent B2B software review platform that helps business owners identify SaaS products that could help them better manage the financial aspects of their business.

Potential customers tend to trust these sites because they’re third parties. The customer may feel that they’re getting a less biased view of the product than they would get from your company’s own marketing campaigns.

Pro Tip: In most cases, you can request a review from the referring site using a simple online form.

3. Social Media

Social Media

Social media is an essential part of any modern marketing campaign, particularly for SaaS businesses. Since your customers are unlikely to ever meet you in person, social media can help build trust and foster strong client relationships. It also allows you to meet clients where they spend the bulk of their time, on sites like LinkedIn and Twitter.

A social media presence allows you to gather candid, real-time customer insights and communicate directly with customers. The goal here is to raise awareness of your SaaS and to drive traffic to your site. Every tweet or post should achieve at least one of these goals (ideally both).

Pro Tip: If every post is just an advertisement in disguise, potential customers are unlikely to follow you long enough to become paying clients. Instead, set yourself up as a subject matter expert by regularly sharing news and information about the industry.

4. Blogging

Blogging

Like social media, blogs offer a great opportunity to connect with potential customers while exposing them to your name and products. The same rules apply here as on the social media platforms. Don’t just advertise – educate, inform, amuse.

If you have your blog open to comments (and you’re wasting a good opportunity if you don’t) make sure that someone in your organization is reading those comments and engaging in the conversation.

Pro Tip: Look for opportunities to contribute to other blogs as a guest blogger. This can help increase your visibility and get your message, and your product, in front of new eyes.

5. Free Content

Free Content

Free content, like white papers and ebooks, can help convince customers that they have a problem you can solve. Write documents that are focused on the customer and their needs. Include tips and tactics and a call to action. Position yourself as an authority to be trusted in your industry, and when customers need a solution in that industry they’re likely to look to you for an answer. Offer white papers and ebooks for free download in PDF format from your website.

Pro Tip: If you include a form requiring that the user to give their name and contact information, you may drive some users away, but you will also amass contacts for potential customers.

You may not need (or have the budget and manpower) to incorporate all of these elements into your marketing strategy. It’s okay to mix and match. Whatever you do, make sure you have a clear plan with defined goals. That’s the only way to get the most out of your marketing.

How Can Law Firms Can Retain Clients?
Legal Branding

How Can Law Firms Retain Clients?

Too often, law firms focus on getting clients, rather than keeping them. A successful legal brand attracts good clients and turns them into brand advocates. And, comprehensive branding and marketing strategy can help with client retention.

Law firm brands are the public expression of your firm’s culture and mission. It is more than a logo, slogan, or website. Branding also includes client communications and relationship building.

The Importance of Customer Service

The Importance of Customer Service

Marketing does not end when a prospective client signs a retainer. Your clients expect more than litigation services. They hired your law firm because they liked your culture and mission. Now, you need to put the rubber to the road.

Every client interaction should reflect your law firm’s brand. If you promised to be compassionate and friendly, don’t push clients off the phone. You and your staff need to be living examples of your firm’s brand identity.

Welcome your clients to your community and keep them engaged. Send targeted newsletters or blog posts. Ask them for their opinions. (For more information, see our article about client questionnaires and reviews.) Show your appreciation.

And, keep them updated on their cases. There is an increasing number of software solutions that can help lawyers communicate with their clients.

The Benefits of Client Relationship Management (CRM) Systems

The Benefits of Client Relationship Management (CRM) Systems

Communication is vital to the attorney-client relationship. Small firms often send letters to clients. But, you may want to consider using a legal Client Relationship Management (CRM) system.

CRM software is more than a client database. These systems give a structure to client communications. You can schedule appointments, phone calls and other communications through CRM software. CRM’s also can track leads and help convert them into clients.

If your law firm struggles with client communications, a legal CRM may help improve your organization.

The Benefits of Project Management Tools

Lawyers rarely think of themselves as project managers. But, you are working with a group of people to resolve a problem—it’s a project!

Law firms can use project management tools or a client portal to share documents and information with clients. While email can do the same thing, it may be easier to have all your communications in one place. (No one likes searching through email.)

Project management systems and client portals may also be more secure than email. It is easy to waive attorney-client privilege in an email thread. And, privacy is not assured when you email a client’s work or shared personal account. (At the least, encrypt and password-protect your client emails.)

No matter how you communicate, make sure your clients are updated and engaged in your legal representation.

Engage Clients Through Blogs and Social Media

Engage Clients Through Blogs and Social Media

Blogs and social media are a great way to engage clients. A law firm can give legal updates, helpful advice and feel-good moments to their clients through blogs and social media feeds. These posts will keep you in the forefront of your client’s mind and can build trust.

For more information, see our articles about social media and blog posts.

What is a Brand Advocate?

What is a Brand Advocate?

A brand advocate is a law firm’s best marketing tool. Lawyers and staff members become brand advocates when they embody the firm’s brand identity and core values. Clients become brand advocates when they share your message with others.

Lawyers often get their best referrals from their clients. A client’s review or recommendation is invaluable. And, it extends your law firm’s brand. Firm reputation is a huge part of your brand, and nothing is more authentic than a client’s expression of your brand identity.

Even if you lose a case, a client can become a brand advocate. If your law firm exceeded their expectations in customer service, communication and culture, they still may refer you new clients. Good results can come in a lot of forms.

Every client interaction should reflect your law firm’s identity. If you have questions about law firm branding and client retention, contact a branding consultant for help.

Law Firm Marketing Through Social Media
Legal Branding

Law Firm Marketing Through Social Media

Law firms have been slow to embrace social media. But, social media (like LinkedIn, Facebook and Twitter) have become increasingly important marketing tools.

Globally, billions of people use social media every day. Social media is not just for cat videos and pictures of cute babies. Increasingly, we rely on social media provides for news and information.

Today, a law firm must have a social media presence to survive.

Law Firm Branding and Social Media

Law Firm Branding and Social Media

Social media feeds are a wonderful way to express your law firm’s brands. Social media allows lawyers instant access to their clients and followers. It gives clients a steady feed of information that educates and entertains.

Your law firm’s posts should reflect your brand. A brand is the public face of your law firm. It describes your cultural identity and law firm mission. Avoid posting information that does not align with your firm’s core values.

What should a law firm share on social media?

What should a law firm share on social media?

Your social media feeds should not just be targeted at prospective clients. Many of your followers are current or past clients. Posts should speak to people at every phase of the buyer’s journey.

The legal buyer’s journey describes how people develop from potential clients to brand advocates. The journey is described as follows:

  • A person searches for basic information about a problem.
  • He identifies his problem, and considers his possible solutions.
  • He wants an attorney, and begins to lawyer shop.
  • Now a client, he wants ongoing service and value.

(See our article about marketing fundamentals for more about the buyer’s journey.)

People find different information helpful at different phases of their journey. Your posts may include:

  • Basic information that would educate the general population about your practice.
  • Legal updates that impact your clients.
  • Feel-good stories.
  • Reminders about community events that impact your clients.

Try to keep your posts informative and entertaining. If you want to create a longer discussion of an issue, share a link to your blog.

But, social media needs to be treated with caution. Along with its benefits, social media can pose branding and ethical challenges.

Personal vs. Professional Accounts

Lawyers should keep their personal and professional social media accounts separate. Most lawyers do not want their clients seeing their vacation pictures. At best, you are over-sharing with your clients. At worst, your personal images and posts can damage your professional brand.

Keep your personal social media accounts private. It’s pointless to keep a professional account if your personal account is open to the public.

Legal Ethics and Social Media

Lawyers must follow their State Bar’s ethical rules. Often, there are specific rules on advertising and client solicitation. These rules apply to social media. Here are some best practices:

Don’t Publish Confidential Information

Don’t Publish Confidential Information

Lawyers and law firms should not publish client information without the client’s signed consent. It’s tempting to post war stories on social media. Client success stories are compelling.

But, if you give too much detail, you may violate your clients’ right to confidentiality. Tread carefully, and when in doubt, ask for permission.

Don’t Accidentally Create an Attorney-Client Relationship

A lawyer publishes a blog post. In the comment section, a person asks questions about a claim. The lawyer responds with legal advice.

The lawyer may have accidentally created an attorney-client relationship.

Once there is an attorney-client relationship, you must protect the client’s privacy and avoid conflicts of interest. You should avoid giving legal advice online. You should also put disclaimers in your comments.

Requesting a Connection Can Be Solicitation

A construction law specialist meets a developer at a social event. The next morning, she sends the developer a LinkedIn request. Has she improperly solicited a client?

Lawyers should be careful when making social media connections. The individual could already be represented, or your friend request could be considered a solicitation.

Use Disclaimers to Protect Yourself

Don’t forget that social media is really a marketing tool for your law firm. Make disclaimers that your posts are general, and should not be considered legal advice.

If you need help with your social media strategies, speak with a marketing consultant.