Market Information

Advertising, Market Information, Professional Development, Timeline

Medical Marketing: Fresh As Ever

Marketing is an inescapable feature of the free market with millions of ads and promotions for various products flooding our everyday lives. Regardless of the industry, marketing is responsible for keeping businesses afloat; the medical field is no different. Despite the importance of health care, medical providers still need to rely on marketing to help attract new clients. While, the medical field can at times seem overly complex, medical marketing is just as susceptible to the latest digital trends.

Marketing for healthcare can be toughThe Health of Health Care Marketing

Like marketing any other product, medical marketing approaches the subject by isolating a product and determining a target market. By analyzing these factors, providers can best assess consumers’ needs, allowing them to better reach out to potential patients. For example, the CDC’s breakdown of health marketing explains the steps of segmenting a target market through the example of promoting diabetes testing on individuals ages 17-24. Rather than working on a massive, indeterminate sea of different needs, personalizing the audience can produce a returning crowd of clients and patients in need of a particular type medical assistance.

However, there are significant differences between promotions for medical care and consumer products such as cars or TVs. Unlike these targeted products, medical care applies to the widest demographic in the world: people who need doctors. Therefore, medical professions cannot afford to focus on only one form of marketing to reach clients. Although medical marketing must use the traditional standard of target markets, a study by Gold Medal Marketing shows that professions (ie. doctors)  must use a wider range of marketing strategies compared to regular products in order to ascertain what works for them.

The Amazon Effect

The marketing group Skyword, notes the emergence of a trend known as the “Amazon effect” among companies. More specifically, the effect refers to the latest hike in customer demand for “Amazon-like” efficiency as technology provides clinic pricing, selection, and value at the tips of their fingers. In this case, healthcare must constantly strive to keep their marketing fresh and their content up-to-date. However, keeping content fresh can be difficult outside of digital mediums and studies suggest that healthcare professionals prefer to utilize print medium over digital.

Safety in Digital

Still, just because medical marketing is not used to utilizing digital medium doesn’t mean that marketing agencies can’t try to direct medical professions toward newer forms of media. Various new social media sites make for good new opportunities to experiment with advertising. Even updating the look of a website or developing a Facebook page can go along way when it comes to keeping potential clients updated and engaged. While working with a new platform can be daunting, commitment to digital integration ensures that health professionals can achieve marketing success in a continuously changing world.

Marketing or even advertising for health professions seems like an unusual development but, in reality, it maintains a significant portion of the field just like any other business. Velocity Agency has years of experience working with those in the medical professions to help strengthen their marketing and build a larger client base. Fill out the form below to schedule a meeting with one of our marketing experts.

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Advertising, Market Information, Timeline, Velocity News

Facing The Digital Marketing Trends Of 2017

Hologram on a hand held phoneAfter a lengthy holiday break, businesses have finally returned to work. A new year means new customers, and 2017 will be an even more competitive field when it comes to digital marketing. While it’s impossible to perfectly predict the scope of trends across twelve months, there are some possible tactics that professionals expect to shape the upcoming year.

Getting Trendy

According to Forbes, one of the biggest trends that we can expect to see in 2017 will undoubtedly be the high expectations set forth by developing technology. This includes the rapid speed of online content, the convenient “on-the-go” range of mobile technology, and the increased use of visual media in everyday activities. With these features becoming staples of the average life, newer markets will have to work to promote their product for an ever-present and ever-particular consumer.

A.I. Not Just A Movie

Fortunately, another growing trend will follow the assistance of the consumer with plenty of marketing focusing on making lives easier by predicting decisions. As Net Imperative notes, cognitive computing and A.I. solutions have now reached the point of realistic conversations among analytics, all the while hoping to stay ahead of unpredictable shifts. The technological world grows more complex by the day, and these developments may soon be within the public sphere for marketing.

However, while we become more and more advanced, experts also caution companies against overwhelming consumers in the market. Despite constant exposure to digital marketing, plenty of people note a resentment of intrusive advertising such as pop-up ads and banners. Companies should attempt to create a balance between constant relevance and exasperating interruption. To accomplish this, The Huffington Post advises a focus on user personalization which can reduce irrelevant ads and customer dissatisfaction. As a new generation adapts to technology, attention to customers can be a difference between success and failure.

Surprise!

In spite of these predictions, companies should remember the quick popularity of new venues such as live-streaming and quick content that revitalized the playing field. Perhaps the newest trend for 2017 has yet to be invented. Let us go over your 2017 marketing strategy with you. Fill out the form below and one of our skilled team members will contact you to help get you and your buisness pointed in the right direction.

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Advertising, Digital Innovation, Market Information, Mobile Technology, Timeline, Velocity News

Betting on Millennials: Mobile Marketing Now

Face the Facts:

Velocity Agency Vegas SignWe are in the age of the millennial. In 2015 the US. Census reported that millennials now makeup the largest generation in the country. Additionally, it’s believed that Generation X will pass the Baby Boomers within the next ten years. This will result in the Baby Boomer generation becoming third in terms of population, and it is shrinking.¹


2+2=4

So, what does that mean for the casino industry? To put it simply, casinos need to adapt to the changing population. This means that the priorities of millennials need to be taken into account. Most casinos will look to capitalize on new skill based games. Many will look to add restaurants, bars and nightclubs that are considered to be destinations all on their own.

Hello, Is There Anybody Out There?

Sadly, casinos can do the research and can upgrade themselves, but if their marketing isn’t reaching the new younger customer all of their work will be for nothing. Millennials don’t consume media the same way that older generations do. This is why advertising and marketing needs to be specifically targeted at them. Perhaps, more importantly advertising and marketing needs to be easily accessible to them.

What’s So Smart About a Smart Phone?

Velocity Agency has years of experience working with casinos to help get their message across. Not only do we create custom websites and advertisements designed to reach specific clientele, but we also work with casinos to create custom mobile apps. These apps not only serve a functional purpose, such as a map of the casino and resort, but they also serve as an efficient way to put your latest news and updates directly into a customer’s hands.    

In 2015, the Pew Research Center came out with a study showing that 68% of americans have smartphones.² With that in mind, it almost seems foolish not to take advantage of this amazing opportunity. Fill out the form below to find out how Velocity Agency can take your marketing and advertising to speeds you won’t believe.

  1. http://www.pewresearch.org/fact-tank/2016/04/25/millennials-overtake-baby-boomers/
  2. http://www.pewinternet.org/2015/10/29/technology-device-ownership-2015/
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Advertising, Market Information, Social Media, Timeline, Velocity News

Have You Evolved? The Evolution of Casino Marketing

There is no question that in the gaming industry the winds of change are blowing. The combination of constantly changing technology with the ever changing tastes of millennials have left some casinos scratching their heads.

However, not all change is bad, and perhaps most importantly not all change is unexpected. Back in November, 2015 Global Gaming Business Magazine (GGBM) published Ten Trends for 2016,  an article where they discussed in detail trends that were expected to impact the gaming industry in 2016.

So, how accurate were these predicted trends? I’d like to call your attention to the their third trend for 2016, Analyze This. The staff at GGBM noted that use of modern technology would not only impact the games but also the marketing of those games. The article claims that embracing these new technologies is,  “…vital for operators who want to reach their most valuable customers, discover their entertainment preferences, and win and retain their patronage.”

“…they are expecting more and a better selection based on quality, price, value and speed.”

This GGBM prediction could not have been more spot on. The benefits of a modernized approach to casino marketing and gaming advertising is being seen throughout the industry.

With all that being said, a shockingly large amount of casinos still rely on outdated marketing techniques. Not only does this practice leave them with a smaller customer base, it also leaves them with an aging and ever shrinking base.

“…guests want to make sure they maximize their dollars and experiences…”

The use of modern casino marketing and gaming advertising is more important than most realize. Using data based upon customer’s habits, non-gaming hobbies, and the region they are from can help casinos expand their reach. Once you have expanded your reach you can start to tailor what you offer to best fit the needs of your customers. According to GGBM,  “…guests want to make sure they maximize their dollars and experiences, with food and drink included in that, most times with a mobile device in their hand. It is not enough to just have a food court or a collection of quick-service operations for guests to walk up to, as they are expecting more and a better selection based on quality, price, value and speed.”

Velocity Agency has years of experience working with casinos to help modernize and streamline their advertising and marketing. We’d be glad to go over your current marketing and advertising strategy with you. Fill out the form below and we can setup a phone call or a meeting.   

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Market Information, Professional Development

WIRED TO CONNECT

Woman using an iPhone while sitting at her Mac with a USB key on the MacClients and potential clients continually ask me what industry is our specialty. From here, I know it is going to be an uphill battle in shifting perception. Lucky for me, shaping perception (for any industry) is my specialty.

Healthcare, Consumer Packaged Goods (“CPG”), Retail, Travel, Tourism, etc. all face the same problems (opportunities). Almost all industries are becoming more consumer focused and experience-driven, which creates a consistent set of marketing needs across all industries.

This means that we have to go back to a re-examination of the traditional 4-P’s of marketing – Product, Price, Place, and Promotion (one of those few things I remember/found useful from college) – and make a complete paradigm shift to the 5 C’s of digital marketing.

 

The evolution of data, technology, and communication, along with the changing dynamics in most industries is gradually putting the consumer at the center and in full control. The ecosystem is starting to respond to consumer’s emotional and functional needs. As is evident from the past, technologies and innovation do not disrupt categories, but consumers do.

Most brands are now aiming at an always-on, seamless, omni-channel experience that will inspire behavioral change and participation. The term “omni-channel” may be a marketing buzzword, but it refers to a significant shift: marketers now need to provide a seamless consumer experience, regardless of channel or device. Consumers can now engage with a company in a physical location, an online website, a mobile app, or through social media.

Digital marketers across all industries can achieve success if they focus on the 5 C’s of digital marketing in an era that can be best described as the ‘convergence era’.

The 5 C’s:

  1. Consumer
  2. Context
  3. Content
  4. Commerce
  5. Convergence

“We need to always place the CONSUMER at the center, both in strategy and execution. CONVERGENCE is needed at all levels to overcome the challenges of fragmentation and silos. The two channel agnostic pillars of a seamless experience is CONTENT and CONTEXT. If executed properly, these 4 C’s will organically drive COMMERCE,” said Mayur Gupta, Senior VP and Head of Digital at Healthgrades.

1. CONSUMER – The consumer is connected, informed, collaborative, social, and more empowered than ever before. The consumer is the extension of your brand. The consumer’s persona, buyer’s journey, and experience must be at the center of your strategy. You can replace consumer with customer or client – bottom line, behind every B2B or B2C, there is a person – the consumer of your content, products, and services.

2. CONTEXT – the power of contextual intelligence is the ability to personalize your engagement with the consumer. Context is about knowing and understanding behavior at any point in the relationship, across all touch-points, at all times. Context is about knowing the who, what, where, when, and most importantly, why the consumer wants something, and then delivering just that, at the right time and channel of preference.

3. CONTENT – Content must be influenced, inspired, and driven based on context – relevant and useful information that is delivered just in time, pervasively across the ecosystem (channel, device, and touch-point). “Content without context or context without the ability to inspire and influence content is both meaningless and will never drive behavioral change,” said Gupta.

4. COMMERCE – Anticipating the needs of the consumer and making it easy and fast to purchase is key. Ultimately, convenience always wins.

5. CONVERGENCE – The final C, and perhaps the most challenging for marketers is convergence. By placing the CONSUMER at the center of your strategy and execution framework, marketers must find ways to drive alignment across the business and the ecosystem by constantly and vigorously championing convergence. There are hundreds of marketing technology vendors that are focusing on the art of marketing convergence using CRM, marketing automation, communities, analytics and social networking.

I suppose now would be a good time to talk about what Convergence truly is:

  • Convergence: 1. an act or instance of converging. 2. A convergent state of quality. 3. The degree or point at which lines, objects, etc., converge.

Technology has come a long way since the early days of the 21st century. As it advanced, each type of media has evolved to become more portable and interactive. These different types of media and platforms have also quickly merged together. It’s a logical progression, feeding our insatiable appetite for technology and for progress.

As technology has advanced, so have the worlds of advertising, marketing, branding, PR, public affairs, content, publishing, and business strategy. Brands and marketers are now looking for ideas that are deeply connected to culture, which can align with societal changes and help shape them. As a result, companies are starting to converge to offer a new model and to enjoy the same benefits. It’s a natural result of the media convergence we have seen happening for decades.

In my business, the edge is the complete opposite of the traditional advertising agency. It is a new approach based on a new model for marketing in revolutionary times. And we’re not alone. Businesses throughout the world are discovering that convergence is fast becoming a key business model – one that will help them to stay lean, focused, and as profitable as possible without compromising on quality.

The biggest challenge, as marketers, is the journey from strategy to execution. With the consumer at the center of this ecosystem, strategy alone is not enough; the consumer demands real and tangible experiences. This is where we need to get real and deliver a seamless experience for the consumer, keeping his or her interest, needs, and desires at the center as a human being, not a segment.

Today’s consumers are empowered and their expectations are changing; transparency, authenticity, intelligence, and accessibility are the keys to success. Businesses and marketers must now focus on arguably the most important C-word in business – culture.

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel,” said Maya Angelou.

In today’s on-demand economy, relevance is the most important currency in business. To stay relevant, businesses must adopt a customer-first culture, knowing that the path to scale is a committed, common-sense approach with competent and confident employees who exhibit the character that inspires customer loyalty and advocacy. It may sound cliché, but smart businesses and marketers recognize the only constant is change. To stay relevant, you must have the courage and discipline to strategically change and evolve to mirror an ever-evolving global culture.

We, as marketers, can learn the ins and outs of any industry. Spend some time with me, give me the time to research your business and your financial statements, and I will understand your competitive (strategic) advantage and profit margins. Therefore, clients shouldn’t pay us for being experts in a specific industry, but rather experts in the human experience. The heart of all business and commerce is people, and we need to make them feel something.

Businesses need to stop looking for so-called “industry-specific experts” and focus on finding an agency that understands the ever-evolving consumer landscape. Moreover, businesses need to find an agency that understands the human experience and specializes in social connection.

Market Information, Professional Development

Bridging the Gap in Digital Marketing

offlinevsonline

With the prominence and importance of digital marketing in the marketplace today, the #1 question you may be asking about your company’s online efforts is, “am I doing it right?” Your website, social media, email marketing, online reputation, PPC, SEO, ….the list goes on and on…. are all so incredibly important right now that you may be losing sleep. If you are like most businesses you are counting every like, retweet, subscriber, click, follow, and positive Yelp review as an amazing personal victory! As well you should. These achievements are digital currency that can benefit your company in many ways. However, as these transactions become a bit more normative, you – especially if you are the owner of a terrestrial business – need to be thinking beyond your digital assets and begin asking, “how are my online activities translating to offline transactions?”

So many businesses tout their social numbers as a proof of actual currency. The truth is, if you are only interested in social numbers, there are a host of questionable services that will trade you “likes” and clicks for dollars. What results is a hollow following with no potential for any offline transactions. With every resource that you put into your digital strategy you should be able to gauge your ROI by placing equal value on having a prominent online presence AND on how it trickles down to your bottom line. Do not allow your online efforts to simply remain there on the web. Get them in the door!

Here are a few concepts that may help:

  1. Try to devise ways to use your message to incentivise actual visits.

  2. Focus more on the quality of your following and not just quantity. Active local followers are 10 times more likely to turn into a conversion.

  3. Balance your “calls to action” to include both growing your following, as well as, nurture store visits. “Sign up for our newsletter” should hold equal footing with “Visit Us” or “Call Us.”

  4. Pair your online offers with codes that can be redeemed in-store so that you can benchmark your message’s effectiveness. Use A/B testing to see which message generated more in-store traffic.

  5. Make sure your online messaging is consistently worded and branded with any print/radio/tv so that uniform brand recognition exists with all of your outreach.

Of course, you should also be doing everything you can to get your in-store guests to engage with your online presence. We will save that for future posts.

 

Market Information

When Athlete-Endorsements No Longer Make Sense

Besides playing the sports they love, why do professional athletes want to become professional athletes in the first place? Usually to make money. And in an age where celebrities are used (maybe even overused) by companies to endorse products, there’s no question that athletes expect and get a piece of that pie.

Some of the most successful advertising campaigns of all time are a result of athletes becoming the faces of a company or product. In 1989, Nike aired “Bo Knows,” which features Bo Jackson (who achieved all-star status as both a Football and Baseball player) trying his hand at several different sports, with other all-time greats such as Hulk Hogan and Wayne Gretzky. This led to a wildly successful campaign that has been followed by sequels, parodies, and pop culture references. In the 90s, Michael Jordan starred in a Gatorade commercial now called “Be Like Mike” that featured a combination of a brief highlight reel, playing with neighborhood kids, and drinking Gatorade before and after each segment.  That advertisement was recently remade, only this version features shorts of Jordan in the NBA 2K video game and of current NBA all-star Carmelo Anthony and Carolina Panthers quarterback Cam Newton singing to the tune of the song.

In both of those advertisements, the link between the company and the athlete makes sense. Nike is the largest athletic apparel and equipment in the world, and Gatorade accounts for approximately 75 percent market share in the sports drink category. Why do they make sense? Because Bo Jackson actually wore Nike apparel all day every day, and Michael Jordan actually drank Gatorade to aid in his athletic performance.

What’s happening now is different. Now in days, companies endorse athletes even if their products or services have nothing to do with sports. What’s the association between Call of Duty and basketball? Probably none, right? Don’t tell that to Clippers guard Blake Griffin who recently starred in a GameFly commercial that him flying around on a jet pack in a suit. When was the last time you saw a quarterback wearing blue jeans during a game? Never; but that’s not stopping Brett Favre and Drew Brees from rocking out their jeans for Wrangler commercials. Is Sprite a beverage that many athletes would drink, if any, for that matter? Probably not very frequently; even though LeBron James now has his own Sprite edition. And Seahawks’ star running back Marshawn Lynch participating in a Beacon Plumbing commercial is just sad.

Maybe professional athletes just want to make as much money as they can however they can. Maybe companies that find themselves losing market share are desperate to attach a famous name to their products or services. But the truth is that pairing athletes with companies that are irrelevant to the athlete and his/her sport is poor marketing and comes at a cost financially and against the integrity of the brand.

 

Market Information, Professional Development

Why Non-Profits Should Utilize LinkedIn

Oftentimes, a non-profit spending “too much money” will give it a bad rap. This is for a number of reasons. The biggest reason is the argument that non-profits need to limit their overhead costs in order to have more of the donation’s revenue left over to directly help the cause. In English, non-profits take some of the money that one donates (usually most of it) and use it to cover the costs of the business, such as payroll of employees. The perception is that advertising is another cost that will drain the amount of money left to contribute to the cause of that organization.

However, such notions are misguided. First, in the case of non-profits, associating the terms “overhead” and “advertising” would be misleading, because one has nothing to do with the other. Advertising for a non-profit has goals of reaching out for donations and educating the public about an important social issue. That’s not “overhead” by any definition- that’s a fundraising and program expense. But that’s not a common belief held by donors.

 

Screen Shot 2015-08-19 at 3.21.00 PM

 

(Chart by nonprofitquarterly.org)

While United Way only spends 2% of gross revenue on advertising, Red Cross and YMCA spend far less than 1%. According to a CMO Council survey, the vast majority of business owners spent less than 4% in gross revenue on advertising and marketing costs, and the remaining 42% of businesses spending more than 5%. An interesting point to the contrary is that Wounded Warriors Project spends a reported 35% of its resources in advertising and has become among the most well known veteran services organizations out there, now serving over 83,000 registered members, has offices in nearly 20 locations, and has a line of clothing by Under Armor worn by 3 college football teams. Therefore, if a non-profit (and a non-profit’s donors) is serious about growing for the purpose of raising a greater awareness for its cause, they would advertise more than they are now.

When you think of relatively inexpensive ways to advertise a non-profit organization, and when you think of social media platforms that have more than enough space to facilitate advertising with limited competition, the mind automatically wanders to LinkedIn. The professional networking social media application’s membership has been on the rise in recent years due to the millennial generation setting its footing in the workforce. While its functionality is more limited than Facebook’s, there are reasons why advertising on LinkedIn can make a lot of sense. First, you can “follow” specific companies and non-profits, which will allow you to see their posts directly on your newsfeed. There’s also a “Volunteer” section near the bottom part of your profile page that you can edit to show the broad causes that you’re interested in by editing “Causes You Care About.” For example, if I was interested in “Disaster and Humanitarian Relief,” then Habitat For Humanity could place an ad on my home page the next time I log in.

A user can directly show which causes he/she cares about which will lead to ads of suggested non-profits. And this would have more positive consequences for the organizations than solely fundraising. It would raise awareness of actual hands-on volunteer opportunities and even possibly career opportunities for those interested in the industry. For those concerned about the financial implications for non-profits using LinkedIn to promote itself, LinkedIn also offers the flexibility to set a budget, meaning the maximum amount that the organization would want to spend in one day. Lastly, advertising on this platform will grant organizations exposure to a millennial generation that is career driven and socially conscious, meaning that its users are a good target audience.

Advertising is the epitome of what it actually means to “spend money to make money.” In the case of nonprofits, the phrase should be edited to “spend money to make money to help people”. And today’s digital age allows for these organizations to promote their causes flexibly and inexpensively. While more non-profits hopefully follow Wounded Warriors Project’s model and become less fearful of investing in their advertising campaigns, using LinkedIn as a test run would not be a bad start.

Digital Innovation, Market Information, Research

Snapchat Vibe

Snapchat-Icon

Most people’s social media experience is limited to Facebook, Twitter and Instagram, but odds are you have at least heard of the popular smartphone app Snapchat, with over 100 million daily users and 400 million “snaps” made per day. Snapchat is a social media application that allows you to send photos or videos to your friends and family. The app also lets you video chat with friends who happen to be on at the same time as you. It’s a convenient way to instantly connect with people who are probably closer to you than the 500+ friends you have on Facebook. This is because Snapchat friends can only be added through a user’s address book or through an exchange of usernames.

In an effort to become more profitable, Snapchat has recently began to allow big-name brands like People Magazine and Food Network to advertise on their platform. While there have been many complaints about Snapchat’s controversial $750K fee charged to companies looking to buy ad space, everyone agrees that the popular app among teenagers is gaining more and more headway each day. That being said, many major companies are disgruntled with the fact that-like the users’ snaps-their ads will disappear within 24 hours. Additionally, Snapchat mostly targets teenagers and young adults whose income level might not necessarily appeal to big businesses. With these thoughts in mind many companies may choose not to do advertising on Snapchat.

However, many brands still choose to market themselves on snapchat because of the great advertising opportunities the app affords them. Advertising a new product or rebranding an image on Snapchat has been proven to help a company’s profits in the long run. This was the case for McDonalds who recently promoted their “Love is Endless” animated commercial to Snapchat in an attempt to revive its reputation after a reported decline in global sales.

Another example of a brand effectively using Snapchat is Audi’s innovative idea to live “snap” Superbowl XLVIII. Audi strategically collaborated with the Onion to interact with the Millennial demographic. By Audi live snapping the game, the brand was able to bring awareness to their brand while garnering more than 5,500 new followers on Snapchat.

 

Snapchat’s decision to only solicit top-name brands like McDonalds or CNN demonstrates to the “category leaders” that the app’s audience numbers are attractive enough to be on the same playing field as other social media game-changers like Twitter or Facebook. Even with all this success, as with any other global giant, they are bound to run into some pitfalls. A short time ago, Snapchat came under fire after a minor’s nude selfie was dispersed to students at a high school in Chicago. Her boyfriend’s decision to screenshot the image before sending it to his friends revealed the “dark side” of Snapchat. Back in 2011, when the app had first launched, many parents questioned the application’s intended uses. Was it just another social media platform or was it a device that would make “sexting” that much easier? The answer is up to the user. Snapchat can be used for both good and evil, but it is important to remember the consequences associated with the latter.

There are many ways that local businesses can use Snapchat to market their businesses. Although Snapchat is rumored to be “anti-native” advertising, local advertisers can find useful ways to build their brand in a way that’s relevant to users. Companies just need to come up with a creative and dynamic way to get consumers interacting with them on Snapchat. One example of this is Louisiana State University’s radio station, KLSU, who has encouraged listeners to “snap” their song requests to the station.

Our prediction for Snapchat is that eventually users will be viewing “click-through” ads generated in a way that is similar to Youtube’s sponsored commercials. That way, small businesses will be able to market themselves in a way that is both cost-effective and profitable. We’ll be looking forward to see what happens next with the app that has everyone “snapping”.

 

Market Information, Professional Development

SEO Building Blocks

Consistency is the key to success in conducting SEO for businesses, both local and national. In order for your business to succeed in SEO, you must be consistent in the multiple building blocks of digital marketing. Overall, in the early stages of SEO, there are five basic building blocks to follow. Emphasizing and mastering these building blocks will provide a basic guideline and establish a consistent online presence for your business.

seoheader

Building Blocks:


k eywords:

Keywords are the most important aspect of establishing your online presence because they allow your business to consistently appear in the appropriate areas of focus. Keywords remain important anywhere from web development to brand awareness. When creating advertisements, you can target your desired consumers via page titles, meta-descriptions, and title/alt image tags.

c ategory:

Along with relative keywords, you must also establish a category for your business. This is easier said than done. This shouldn’t be one of the  broad categories that people use to describe certain products or services; it needs to be tied into the keywords that will optimize search results. Identify a category of business for tools such as Google Places, and use that category to find keywords that will help synchronize consistency and optimization.

l ocation:

The physical location of your business should appear online first and foremost so customers can locate you in person.  But you must also make sure that the addresses of your location(s) are consistently placed online across all third party search engines and websites. Your business can lose out on potential customers if directories feature incorrect location information.

l2 istings:

Referral website listings for a company are crucial to the “networking” aspect of your company and getting your company’s product or service through related sites. The more popular the referral websites, the better opportunity your company has for brand awareness. When establishing an online presence, your company must attach itself to more established sites to better build your online reputation.

i nteraction:

Lastly, once you’ve established your company’s online presence through keywords and listings, you must engage in social interaction. Social interaction is important for the early stages of optimization because of the consumer experience. Consumers are becoming more and more demanding, looking for personalized relationships with not only family and friends, but also with businesses. In the beginning, your responsibility is to reach and out and respond to your customers.

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