Website Design & SEO Services- LCS Stone Care

L.C.S. Stone Care’s website needed an over haul.  Aesthetically, their old site looked good, but it had some serious design problems.  Most business owners do not know that flawed website design can be a factor in poor “Search” results on Google, Bing and Yahoo!  Playbook Public Relations, LLC (PBPR) understands that great Search Engine Optimization (SEO) begins with effective website design and website content.  How does website design and website content affect SEO negatively?  Well, one factor that negatively affected L.C.S. was that all of their website headers were built headers in Adobe Flash (Flash).  Google’s search engine cannot read Flash, so if Google can’t read who you are and what you do quickly, it will negatively affect your search ranking.  PBPR was able to take the website design elements they liked from their old site and recreate them in a “Search Engine Friendly” customized WordPress website.  L.C.S. had their new WordPress website up and running in three short weeks.  To the naked eye nothing had changed, but internally, everything had changed…for the better.

This first step in executing a SEO strategy for L.C.S. was redesigning/recreating their old website.  Next, we rewrote their meta titles and much later their meta tags.  Google does not like too many changes too quickly, therefore, we held off on changing all the meta title and tag information at once.  We continue to write keyword focused blogs, and do back end submissions at a feverish pace.  The results?  In three months time, we have helped L.C.S. dominate the search terms for their industry on a local level.   As of this writing, we have them ranked as high as the 7th position on Google, nationally, for “terrazzo” related keywords.  Now old and new clients are able to find them near the top of Google’s, Bing’s, and Yahoo!’s search engines.  L.C.S. Stone Care is able to track their amazing progress with PBPR’s easy to read weekly Keyword Ranking Reports.

PBPR loves helping our clients achieve their marketing goals.  By the way, if you are looking for terrazzo restoration or marble or travertine polishing, you should have no problem finding L.C.S. on Google, Bing or Yahoo!

Website Design – Part 3 of 3

Part 3: Website Design – Connecting

So you have their attention, but are you making a connection? People like to feel like they are a part of something big. Having a compelling statement will draw your visitor in and entice them to take action further within your website.

Develop a connection. Visitors to your site should feel like they are part of your family (your brand). Ask your first time users to sign-up for an account, subscribe to newsletters, or share your site with others. Have the links available to do this directly on the homepage so you won’t risk losing visitors as they navigate throughout your website.

Be social! Blogging will help you connect with your customers. Blogs reinforce your company’s brand and your expertise in your industry. Update your events, new products, or any other relevant information religiously and encourage your visitors to stay connected through your company’s social media sites.

Search Engine Optimization (SEO). SEO is the most effective way to drive traffic to your website. Websites are ranked by design usability, the amount of relevant content, and social media activity. Every ‘like’ and ‘comment’ on social networks will help increase your search engine ranking. Your website design structure and the proper placement of high value keywords will help optimize your homepage and increase your search engine ranking. The goal is to keep visitors on your website, therefore, strategic website design is imperative. All good relationships are built on trust, so make sure visitors to your website can find the essential information they are looking for with quick, readily accessible, and functional hot-links.

Remember, people buy from companies they like and trust. Website design can strength or weaken your brand, make sure your website is an asset and not a liability.

We hope you have enjoyed our three part series on great elements of website design.

Google+ For Business

google_plusPlaybook Public Relations, LLC receives numerous inquiries from our clients about why Google+. They ask us, “Why is it important for my business?” Playbook Public Relations has comprised a list of the top ten reasons why your business needs to be a part of the Google+ community:

[list type=”check”]

  • Your customers and potential customers are using Google+. Google+ has over 100 million users and is predicted to grow to 400 million by the end of 2012.
  • It’s a great way to improve your search engine ranking. Let’s face it. Google is the king of search and using their interfaces increases your company’s search ranking.
  • Google+ makes virtual collaboration easy. Google+ supports fast and easy sharing of documents or images. That results in greater productivity at a fraction of the price of conventional in-person meetings or videoconferencing.
  • Get your message to the right audience with a click. With Google+, you can put customers into different groups or “circles” (by geography, by age, by interest) and then easily communicate with each circle separately, or with multiple circles at the same time.
  • Google+ allows free video chats. One of the best features on Google+ is Google Hangouts, Google’s video chat tool. Google Hangouts works well for video conferencing with members in your circles.
  • Google+ provides free focus groups. Why pay for focus groups when you can use Google+ to get answers to questions, e.g., pertaining to how your brand is received in the marketplace. Google+ focus groups are a great way to elicit customer feedback.
  • This platform facilitates B2B marketing. If you are looking to connect with other businesses, Google+ Your Business is designed to help. Your circles can include other businesses or industries that you wish to target.
  • Google+ is a plus for PR. With Google+ circles, businesses can target the public and make desired media relations contacts. When your business delivers a message through Google+, it is going to be picked up by users who are more likely to respond, including key industry personalities and publishers.
  • This platform promotes brand awareness. Because of the emergence of social media, it is essential for brands to build their reputation and brand message online.
  • Google+ is another avenue for you to advertise promotions on. With Google+, it’s easy to offer promotions to your target audience within your circles.

[/list]

Playbook Public Relations’ team members are experts in digital marketing. Call us to today for a consultation and we will develop a powerful tool for your business―a Playbook!

Content Marketing Firm

CONTENT Marketing – Content is King of the Cage

Friday, June 1st Fight Night Productions will put on a show at Tampa’s A La Carte Pavilion to showcase some of the Bay Area’s hottest prospects in boxing.  I grew up in the Tyson/Holyfield ear… I mean “era.”  And so I’ve always been into the sport.  But my love for boxing has been replaced by my fascination with the UFC.  And I’m not alone.  Though I wince just seeing someone get their finger pricked for a blood test and feel it in my own kidney watching a fighter get a heel kick to theirs (which, by the way, is now illegal under UFC rules), I find myself enthralled with this gut-wrenchingly violent sport and not enthralled in a watching a train-wreck sort of way.  My first (and only) live UFC event was in Vegas–Rashad Evans’ take down of Forrest Griffin in ‘08.  The pageantry and drama of the whole night is what wooed me.  But many fervent UFC fans have never even seen a live event.  When you think about that fact and you think about what the ultimate fighters have been up against―political opposition and state licensing issues―, it’s an amazing feat.  The main reason that mixed martial arts has become one of the fastest growing sports organizations on the planet has much to do with marketing, specifically content marketing.  For those who are less familiar with the term, content marketing involves the creation and distribution of relevant and valuable content to a specific target audience.

 

The UFC masters content marketing with a holistic attack.  “The Ultimate Fighter” reality show on Spike TV does wonders for the sport, allowing fans a transparent view of what it takes to make it as a fighter, and the show endears fans to up-and-comers.  Charismatic UFC President Dana White’s video blogs on the UFC’s web channel, which has over 370,000 subscribers, serve to fuel fans’ interest for upcoming events.  The UFC uses long-form content for the pre-fight programming―documentaries about the fighters that delve into their family backgrounds and what drives them to seek fighting championships.  And as far as social media content goes… Well, while most sports leagues are telling their athletes when not to Tweet, White gives his fighters incentives to use Twitter and labels Twitter as “the greatest marketing tool in the history of the world.”  What do we tell our clients about posting and tweeting?  Be inimitable.  Be provocative.  Be unforgettable.  Be authentic.  Yes, White is all of the above.  In fact, he’s authentically authentic.

 

As a business owner, you may say, “I don’t have the budget to create a reality television show.”  Maybe not, but believe it or not, many of the marketing content strategies used by the UFC can be employed without a TKO to your marketing budget.

The Importance of Blogging

The Importance of Blogging

sharing-contentAn effective business blog has the potential to result in companies gaining, on average, a 55% increase in traffic.  The more often you post, the more often Google indexes your site.

If you think of your website as your companies store front―windows for the would-be customer to look through to see what you offer―think of your blog as a window to your company’s soul…and personality.  It’s here where you can truly connect with your current and potential customers.  We don’t buy a product or service that we don’t understand or believe in.  How does it work? What does it do for me?  Without the answers to these questions, it’s difficult for a consumer to take action.

A blog gives us the know-how…and the access.  When was the last time you followed through with purchase based on something you read in a magazine?  Did you clip the article and carry it with you to the store?  Probably not.  Blogs are 63% more likely to influence purchase decisions than magazines.

What’s the expression? You can never be too thin or too rich…or have eyelashes that are too long? Add “you can’t have too much content” to the list. Give me more.  If your business has 40+ different landing pages, you’ll generate ten times more leads than the slackers with less than six pages.  And once you get that blog post tally up above 200, you’ll generate three and a half times more leads than those who have less than 21 posts. 200 may seem like a daunting number, but start today and it will be here before you know it.

If Blog CONTENT IS KING, then social media users make up its vast Kingdom.

According to a Forrester report, “Twitterers are the connected of the connected…Twitterers are three times more likely to be Creators (people who create and share content via blog posts and YouTube) as the general US population.”

And what are folks flocking to social media for?  When Twitterers were surveyed about why they follow certain brands, “Interesting Content” came in at number three.

According to Tom Pick at JeffBullas.com, “63% of companies said they had improved their marketing effectiveness, simply by posting blog content on social media channels.”

What are you waiting for?  Curious about QUALITY content marketing?  Contact Playbook Public Relations, LLC today.

 

PR & SEO – A Happy Marriage

PR & SEO – A Happy Marriage

clip art

PR & SEO – A Happy Marriage

First and foremost, PR has changed. Many business owners have a misconception that Public Relations (PR) is only a strategy for large companies, who can afford to spend big money to manage their brand. However, in reality, almost every kind of business needs a PR strategy. Today most of us do online research before we make a purchase. Search engines have leveled the playing field for small and medium size businesses to compete with large companies on a local level. Suddenly small businesses are visible on search engines and engaging with large audiences via their social media sites. The way your brand is represented on-line is modern day PR.

Effective PR strategies have these three components:

1) Brand Alliance – Your online presence represents your business in a way that matches your company’s mission and values.

2) Happy Customer Social Engagement: People are satisfied with their experience with your company and are sharing that message. Are you actively monitoring your social media sites to see how your customers really feel about your brand? This is called Online Reputation Management (ORM).

3) And perhaps most importantly, a Search Engine Optimization (SEO) strategy. Can consumers find you when they search online? If they can’t find you, they WILL find your competition! According to a poll by MarketShareHitsLink.com, over 61% of people use the Internet to research products before their purchase, and 75% of them won’t scroll past the first page of search results.1

So how does a PR campaign help your SEO efforts? Here are 4 reasons PR & SEO have a happy marriage:

1) Press Releases – Share your press release with a wire service and on your social media sites. This kind of sharing will increase traffic to your website and boost your site’s search engine ranking.

2) Blogging and Guest Blogging – Blogs are important because they allow you to share your expertise and become a trusted source of information and because they will help your SEO efforts. It is important to write a keyword-targeted blog on a frequent basis. If you are not a good writer, hire a company like Playbook who can take your ideas and formulate them in a meaningful way. We will also help you develop relationships with other bloggers and key social influencers, which give you the ability to share and expand voice.

3) Social Media Content – An effective social media strategy that produces quality content will help your SEO efforts.

4) Add a Press Section to Your Website – Keep a section on your site that you keep updating with all your press links, and everywhere you have been featured. These links will increase your SEO efforts. Google alert will help you keep track of all your press.

With over 131 billion searches per month on the web2, it is vital you get your company seen on-line. PR & SEO are cost-effective, long-term strategy to increase your visibility online and in the marketplace.

1 Interconnected World: Shopping and Personal Finance, 2012
2 Comscore, January 2010

Digital Marketing Firm

Playbook Public Relations, LLC – The Premier Digital Marketing Firm

It’s been a wild ride this week for Facebook (FB).   The company’s IPO had Wall Street and investors buzzing.  On May 15th (two days before the before IPO) General Motors (GM) the largest auto manufacturer in the world, announced that it would no longer spend advertising dollars on Facebook’s paid advertising.  The reason?  GM’s marketing department believes that Facebook advertising does not work.   Last year GM’s marketing team spent $10 million dollars on Facebook’s paid advertising.  Was this an ominous foreboding for Facebook?  Since the initial IPO on May 18th FB shares have plummeted by 19%.

However, it should be noted that marketing industry insiders question the timing of GM’s announcement.  Apparently, a few months ago Facebook representatives criticized GM’s marketing department for allowing multiple marketing firms to manage their Facebook advertising.   This suggests that GM’s marketing department intentionally withheld its decision to announce its departure from Facebook’s paid advertising.

GM still believes in digital advertising, and it will remain a part of GM’s overall marketing strategy.  In fact, GM’s marketing department spent $300 million on digital advertising in 2011.  GM will continue to promote its brands on the company’s various Facebook Fan pages.  The $10 million spent on Facebook paid ads is a drop in the bucket for GM but a blow to the effectiveness of Facebook’s paid advertising reputation.

Facebook’s paid ads appear on the right side of the page.  Every time a user navigates to a new page different two things can happen:  one, different ads appear or two, the same ads follows the end user.  Facebook ads are targeted based on the demographic information provided by user’s profile.

Team Playbook combines decades of advertising experience  with the latest trends in new media marketing and digital solutions. See why our people make the difference.

We look forward to creating a Playbook for your business!

 



What is Content Marketing?

What is Content Marketing?

Content Marketing

Content Marketing

According to Content Marketing Institute,

[quote align=”center” color=”#999999″] “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”[/quote]

Part 1: What is Content Marketing?

Blog Writing

Blog Writing should be the first important component of your Content Marketing Strategy. An expertly written blog is an important way to grow the organic search reach of your brand. It improves search engine rankings, which makes it easier for people to find your brand in their searches, and it plays a significant role in your long-term marketing PR strategy. For example, if your marketing materials are designed to make you “appear” as an expert in your field then your blog is the perfect way for you to voice your expertise. According to Social Media Today research, 81% of the online population trusts the information they receive from bloggers.[2] Here are 3 quick ways to make blogging a part of your marketing strategy:

1. Quality Counts.

It’s simple – your consumer doesn’t want to read a blog that is uninformative or poorly written. If writing isn’t your strong point or you don’t have time then hire a marketing PR firm that offers blog writing services.

2. Know Your Market and Set an Editorial Calendar for Content.

Ask yourself: What information would be useful to my customer? A blog writing schedule should be planned out for the year in order to help capitalize on trending topics. For example, when PBPR wrote the blog for IQuit with AHEC (Tobacco Free Florida’s in-person option of “3 Free & Easy Ways to Quit”) this May, we wrote about smoking’s effect on skin cancer, since the trending search topic during the month of May is Skin Cancer Awareness. Our client’s blog has the potential to expand their organic reach when the topic is relevant.

3. Use Keyword Rich Blog Content.

You want your blog to come up when people are searching for topics that pertain to your field. Then your blog better contain keywords relevant to that topic. But be careful Google will penalize you for overstuffing your blog with keywords! Blogging also gives you a way to connect with others in your business community and makes customers feel like you are reaching out to them in a friendly, useful manner without just being sold to. Not only that, but you can start to build a network with other bloggers to promote your product or to be a guest writer on their site.

In Part 2 of our blog series, “What is Content Marketing?” we will discuss the second important element of Content Marketing: Sharing relevant content through social media marketing.  

 

1 http://contentmarketinginstitute.com/what-is-content-marketing/

2 http://socialmediatoday.com/irfan-ahmad/2443541/tips-developing-solid-blogger-outreach-strategy-infographic

Contact Us Today & Start Your Campaign