Digital Marketing

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* Search Engine Optimization (SEO) development with a nationwide law firm website.

* Search Engine Marketing (SEM) development with a nationwide law firm website.

* Social Media Optimization (SMO) development with a nationwide law firm website.

*Online and Print Publication advertising. 

*Integrated Marketing Strategies.

*Advanced Google Adwords Certified & Analytics Ecommerce experience.

*PPC Marketing (Pay-Per-Click Marketing)

*PR Marketing.

*Press Releases

*Website Design / Redesign.

*Logo Design

*Social Media Marketing/Engagement Plan.

*Run Weekly Marketing Meetings.

*Project Management

*Managing Director of an entire Marketing Department  

*Complete End of the Month Marketing Reports to track marketing successes and progress

*Employed Article Writer Interns for online content.

* Maintain B2B and B2C relationships.

* Advanced office and computer skills.

* Create, design and implement dynamic fresh marketing ideas for a nationwide law firm.

*Management of department employees

* Recreated department accountability through reporting, documented processes, etc.

* Managing relationships and projects with all outside vendors

* Finding new vendors and negotiating new contracts

* Search Engine Optimization (SEO) strategies and implementation

* Paid online advertising (PPC) strategies

* Department budget allocation

* Annual Marketing Strategy

* Ad Copy experience

 

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SEO, SEM & SMO

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SEO + SEM + SMO = ROI

 

Still confused on what that all means? 

SEO stands for Search Engine Optimization

SEM stands for Search Engine Marketing

SMO stands for Social Media Optimization

ROI stands for Return On Investment

 

Getting back to the basics with some well-worn acronyms to remind us what they are, why they're important, and how to do each correctly.

 

Everyone's doing "digital" now, and many surveys say that most advertisers will increase the majority of their digital budgets in 2011. But what is not so certain is whether the advertisers or their agencies will be deploying those dollars wisely and effectively across digital tactics. In fact, a recent compilation of studies shows that most marketers openly acknowledge their lack of understanding of many of the diverse digital tactics and seek to improve their knowledge. So it may be worthwhile to revisit some of the well-worn acronyms - SEO (search engine optimization), SEM (search engine marketing, aka "paid search"), SMO (social media optimization), and ROI (return on investment) - and get back to the basics of what they are, why they're important, and how to do each correctly.

 

SEO (Search Engine Optimization)

 

SEO...Constant innovation. Complete transparency. Lasting results. These are not usually traits associated with Search Engine Optimization. At Wpromote, they are the cornerstones of our philosophy. We don’t “trick” the search engines, we don’t “game Google.” We build better website experiences by creating authoritative, unique and shareable content that will grow your brand’s footprint online.

 

In a world where users' first instincts are to go online to look up the answer for pretty much anything, search engine optimization should be the first thing on advertisers' digital to-do list. After all, "if they can't find you, you don't exist." At a minimum, advertisers' websites that are a few years old should be revisited with an eye towards whether the content is in text or HTML format so that search engines can index it. Many sites built in recent years still excessively use Flash and graphics and are thus "hurting themselves" because content inside graphics cannot be indexed by search engine crawlers. So while the site looks pretty to human eyes, it looks blank to search engines because the content is hidden. There are further advanced techniques to ensure proper and complete indexing (see Glenn Gabe's e-book "Taking Control Of Your Online Marketing").

 

SEM (Search Engine Marketing)

 

SEM......Paid search, the most targeted and powerful advertising medium in history, is also a hyper-competative, mature market where only the smartest advertisers succeed. We developed our own state of the art strategy to ensure all partners recieve the best ROI when it comes to paid ads.

 

Once your website "house" is in order through basic SEO techniques, you'll be ready to drive more traffic to it through search engine marketing, or paid search. These are the paid ads on the right-hand side of a Google search result page. Because these ads are served up based on exactly what term the user is searching and when they are searching for it, these ads are orders of magnitude more relevant and timely than other forms of online ads - such as banner ads, which are served up next to content. Furthermore, because paid search ads are typically paid only when there are clicks (cost per click), the advertiser cuts out the 99 percent that would have been wasted; in other words, if click-through rates are 1 percent, that means the other 99 percent of the impressions are wasted. So by switching from paying for impressions to paying only for clicks, approximately 99 percent of the waste is eliminated (see "This is what happens when 99% of the inefficiencies are cut out of a system").

 

SMO (Social Media Optimization)

 

In the new digital world where users ignore most forms of advertising as "noise," what is an advertiser to do? Most are turning to social media and social networks like Facebook, Twitter, etc. But as we have seen before, many are still applying "old world" tactics and metrics to it; in other words, buying billions of banner ad impressions on a CPM basis on Facebook - to achieve branding through "reach and frequency." At a minimum, advertisers should "click the radio button" on Facebook advertising and switch from paying by CPM to paying by CPC (paying only for the clicks they get). This will save tens of thousands of wasted ad dollars instantly (see Facebook Advertising Metrics and Benchmarks).

 

A more sophisticated way to use social media would be to empower users to pass along and amplify your message, or better yet, let them create their own "rave" about your product and pass that along in their own words. Their words can yield powerful insights about what they think are the key attributes of your product and why they think they are important enough to pass along. Finally, the phenomenon of social commerce occurs when "friends don't let friends do just social media"; they are so passionate about a product they not only tell their friends about it but they help their friends all the way through a purchase.

 

ROI (Return on Investment)

 

So, what do you get with even a few tweaks to the execution of the well-worn acronyms above? ROI! And ROI in my book doesn't mean more traffic to a website or a higher "brand affinity" score. ROI means dollars made or dollars saved. By making your content indexable and more easily found by your target customers through proper SEO, you're helping them get closer and closer to the purchase of your products. By switching from costly, impression-based media to paid search (SEM), you are eliminating lots of inefficiency and wasted media dollars. Finally, by enabling and encouraging your customers to be your loudest fans (proper SMO), you leverage genuine word-of-mouth to achieve social amplification and even social commerce for the ultimate in ROI.

 

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Branding & Identity

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What is Visual Communication?

 

“Visual communication is described as the conveyance of ideas and information in forms that can be read or looked upon”. (Galang, 2012)

 

Image transcends language, both written and spoken. No matter which language is communicated – people will always share a natural understanding of the visual image. Studies suggest that “As human beings, our brains are wired for images. According to research from 3M Corporation, we process visuals 60,000 times faster than text. This is because we take in all the data from an image simultaneously while we process text in a sequential fashion.” (Burmark, 2004)

 

“Words are processed by our short-term memory where we can only retain about 7 bits of information (plus or minus 2). This is why, by the way, that we have 7-digit phone numbers. Images, on the other hand, go directly into long term memory where they are indelibly etched.” (Burmark, 2004)

 

When applying this in practical terms, the most effective way of communicating a brands identity is through the use of visual media, in order to maximise awareness and ultimately increase revenue streams.

Creating an Effective Brand Identity:

 

As a starting point, the brand concept must be conceived; so that it directly communicates who or what it is? what is it’s purpose? and who is the target audience? The logo design must visually encapsulate and represent all of these elements.

 

It is hugely important that the design and style of the logo fully reflects the brand message, to ensure that the target audience recognises it immediately. The logo must be simple enough to be perceived quickly and with ease, and also have enough visual content to be memorable so that the audience creates a strong visual association with the brand overall.

 

The following outlines key elements to consider when creating a Logo Design:

 

Symbolism: Create an original and unique visual device that illustrates your brand effectively.  You can rarely go wrong when using clean lines, strong shapes and a simple, modern Sans Serif Font Family. Ensure that the design isn’t too complex, so that it reads well up close and from long distances. I recommend initially creating the logo in Greyscale, as use of colour can be distracting. If the logo works in black and white; it will work in colour.

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Content

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Content marketing differs from advertising in two fundamental ways. First, content resides on owned or earned media. If there's a media buy involved, it's advertising, not content marketing. Second, content marketing is a pull, rather than a push, strategy. Content doesn't interrupt, it attracts. And it is attracting advertisers in droves. I've just interviewed close to 60 senior advertising and marketing executives for a research report on content marketing. Every single one says they're significantly upping their commitment to and investment in it. And they're asking hard questions.

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