Know When to Consider Outsourcing Your Digital Marketing Strategy

Regina Thomas, Freelancer

Building a successful online brand hasn’t always been as easy as today. Thankfully, the advent of new technologies has changed how websites grow. So, now, anyone can launch a successful site if they’re willing to put in the effort. Here are a few ways to know if it’s time to outsource your digital marketing efforts.

Consider How Much You’ve Spent on In-House Talent

For the most part, labor will always be the most significant cost affecting a company. To lower operating expenses, outsource the work you’re paying others to do in-house. That way, you’ll still get everything done you’ve been paying them to do. But, you won’t be spending as much to achieve the desired results.

Look at what you’ve spent over several months and add it all together in a spreadsheet. Then, request a quote from an advertising agency in Las Vegas or an agency in your area. Once they’ve sent you an estimate, you can compare it to what you’ve been spending. As long as it’s less than the usual monthly burn, you’ll be doing yourself a favor by going with them.

Look at Your Page’s Backlink Collection

First of all, you must look at how your pages have been built. Most of the time, they’re full of irrelevant backlinks, lowering their ranking. Of course, Google has changed its metrics since it released its algorithm. So, you may have been doing fine until the changes were implemented.

If you’ve had tons of pages built for the site, updating each one would be time-consuming. So, you’ll never have the time to do it all by yourself, meaning outsourced labor is crucial. That’s the only way to ensure all the backlinks are up to date, and you need that boost.

Does Your Content Have Quality Backlinks?

Perhaps, your page hasn’t been full of low-quality links, even if it’s older. Google releases a list of ranking guidelines so that everyone is playing on an even field. For example, when a page has auto-generated content, it won’t perform well.

So, hiring an outside contractor to update all your links could be helpful. Since they update them according to Google’s latest metrics, performance improves significantly. That would, in turn, lead to greater customer acquisition rates, and you’d make more overall.

What Does Your Website’s Analytics Say?

Besides Google’s rankings, you can check out their analytics, too. However, if you’ve never worked on one before, it’s hard to understand what everything means. For example, you may notice long-tail keywords aren’t performing as well as expected.

But, you won’t know what to do unless you’ve spent time researching page performance. You could capitalize on their knowledge without researching much yourself by hiring contractors. They’d take care of the page’s performance and use analytics to make it happen.

How Long Have You Been Online as a Business?

The longer your company has been online, the more pages it will have hosted. As a result, it would take longer to update each of them if you noticed a performance drop. Then, you’ll need to spend more time updating them unless you are satisfied.

Outside contractors know how to improve your page, and they have the time to do it. So, you could hire them, and they would handle the rest. Once they’ve finished updating your pages, they’ll be performing much better, too.

How Fast Has Your Website Been Growing Recently?

Finally, growth has always been a key metric, and you must pay attention to it. Otherwise, you could spend years on a website without much to show for it. So, if you’re committed to making it a success, invest in its growth.

Hiring contractors to improve performance would pay off in the long run. Plus, it may not be as expensive as you thought it would be if you’ve never looked into it. Not to mention, anything invested pays off in the form of more customers.

Conclusion

Building a modern webpage takes time, and not everyone has enough to do it. That’s why marketing companies have seen such strong growth lately. If you’re working on a business page, ask a professional for some help. They’ll know how to make it grow faster, and they can make changes in the blink of an eye.

                                                    

                                    




Big Digital Marketing with a Small Budget

Jill KurtzJill Kurtz, Owner, Kurtz Digital Strategy

You can have effective marketing with a small budget. Here are five great – and inexpensive – marketing options you want to try.

Offer Great Content

The best marketing happens with great content. That means providing information that your target audience needs on your website, on social media and everywhere you are online.

Content can come in the form of videos, blog posts, social media posts, white papers, etc. The best content is about helping your customers and not selling. Share useful information that’s relevant to your customers and you’ll earn their trust and create a positive impression of your brand.

Use the customer service queries that you’ve received in the past as a way to get some content ideas. Pay attention to metrics to determine what content works best. Do more of that!

Optimize for Search Engine Visibility

You can spend a lot for SEO. In fact, many businesses do. However, search engine optimization doesn’t have to cost you anything except time. Optimize your website for search engines by researching which keywords customers use when they’re looking for products or services like yours. Once you determine your keywords, use them in your website content. Use your selected keywords in headlines, content, alt tags on images and meta descriptions.

Use Social Media

Social media platforms are great for getting attention for your content. Your business pages on Facebook, Instagram, LinkedIn, Twitter etc. are a great place to share your content. They should reflect your branding and always link to your website.

Make connections with your customers and target customers. Interact with them to learn what they care about and where you fit in.

List Yourself in Local and Industry Directories

Local search directories are typically free or low cost. Create business pages in search engines like Google and Bing! Claim your business listing in local search directories, such as Google My Business, Yelp and Bing Places for Business. Also pay attention to local community websites that feature business listings. Most industry professional associations also have directories. Get listed!

Get Reviews

More than eight in 10 American adults say they read reviews at least some of the time before making a purchase. Make sure your business is listed on important review sites for your industry and that your profile on these sites is complete and detailed.

Encourage your customers to review your business by including links to your review sites on your website and in your social media. Be sure to acknowledge all reviews that you receive.




Leverage Competitive Insight in Your Digital Marketing Strategy

Jill KurtzJill Kurtz, Owner, Kurtz Digital Strategy

Your competitors are vying for the same audience. They are making marketing decisions that you can learn from. Are you paying attention?

Competitive Analysis Defined

A competitive analysis is the systematic process of understanding who the competition is and what they’re doing. You look at what is going well and what’s not working. Digging into what’s happening will help you develop an effective digital marketing strategy.

When you conduct a competitive analysis, you evaluate your competitors to understand their strengths and weaknesses and use that to inform your online strategy.

By looking at your competitors, analyzing how they sell, and monitoring what’s said about them, you’ll also be able to anticipate the market. It will help you to build a web presence that engages your audience.

Competitive analysis research could easily grow into a full-time job, so it’s important to set parameters while making sure the basics are covered.

Start with Three Competitors

Start with a list of three of your strongest competitors. What are they doing online? You may find unexpected leads to follow – competitors you weren’t aware of or places where your audience is getting information that you didn’t consider.

Look for places where your audience is gathered that are under-served by the competition. Are there emerging channels they are neglecting? You might have a greater impact by being where your audience is under served, rather than trying to compete in a crowded channel.

Benchmarking SEO

Start by typing your company’s name or industry into Google. The results page will show you what else people search for under those terms, which could include other companies. It’s these companies that you should look into if they’re not already on your list of competitors.

When you conduct this search, you’ll also see terms related to your business. These could be good keywords to include in your online content. These terms – keywords – are words that people use when searching for your products or services.

Tone and brand voice

Look at how your competitors present themselves. The way content is presented sets the tone and voice. Customers use this to judge who to buy from.

Content strategy

Building an audience involves more than just publishing a website. Understanding where competitors are sharing information online will show you what your audience expects.

Track Over Time

Track your competitors’ accounts and relevant industry keywords over time to detect shifts in the way competitors use their social accounts and the way people engage with them. Keep an eye on this information and use it to evaluate and update your plan.

Leverage Information in Your Marketing Strategy

These are just some elements of a successful competitor analysis. You should dig in, go as far as you think you need to in order to inform your business strategy.

Through competitive analysis, you’ll be able to get the measure of the market and use that information to help you to develop the most effective online marketing strategy to reach your audience and achieve your goals.




Why Local Businesses Are Going with Digital Marketing During Coronavirus?

Digital Marketing Mistakes to AvoidCommPRO Editorial Staff

There’s no running away from the fact that having a digital marketing strategy for your business has grown exponentially in the last few years. Now that COVID 19 is all over the place and here to stay, it is essential to embrace the importance of the massive evolution of technology and how they are helping out during this time. 

Now, more businesses have started to face unprecedented challenges due to COVID 19. In today’s time, a rapid change in the digital marketing strategy is vital for every firm. Now is the best time to invest time and money in making things work. Here are a couple of things to consider when it comes to settling for a digital marketing strategy:

You Have to Adapt

Most local businesses are heavily reliant on word of mouth and foot traffic, which will eventually increase their customer base. This is enough reason why COVID 19 has been highly damaging in the last few months. Because most firms have allowed their employees to work from home, now is the best time to invest in a stellar digital marketing agency to make things work in the right direction. 

It is crucial for businesses to settle for a marketing strategy that can help in reaching out to the customers. 

Utilize You Time to The Fullest

Being confined to the 4 walls of your home doesn’t mean that you have to waste time. Especially, if your business is focused on serving the needs of the community and the customers, you have a strong opportunity in your hand to adapt to a digital marketing strategy. 

After all, it is important for every business to make the most out of their time. You can also revisit the previous marketing strategies of the business to identify the loopholes. 

The User Should Get a Customized Experience

Gone are the days when firms would settle for an already available template on the web and get in touch with the customers. In today’s time, modern customers are looking for a tailor-made experience, so they can stand out. Especially when a website is concerned, it is important for the customers to be provided with a tailor-made experience. 

Even if the business has decided to consider shoreditch virtual office, they need to ensure that your business website is of the design that resonates with the customer’s expectations. 

Saves Money

One of the leading reasons why local businesses are looking for digital marketing strategies is because they are cheap. For instance, if you want to reach out to a certain diaspore, even a cheap marketing campaign will help in getting in touch with hundreds of customers easily. 

Now that businesses have already incurred heavy losses, relying on digital marketing is the need of the hour. So if a local business has to save money, this is the best option. On the other hand, if the local business owner decides to opt for conventional marketing, it will take a big toll on their budget. 




The Right Digital Marketing Approach for Instagram

Jill Kurtz, Owner, Kurtz Digital Strategy

About 40 percent of online adults in the US say they use Instagram. It is most popular with users from their mid 20s to early 30s.  Businesses can engage on Instagram with the right digital marketing approach.

Have a Content Strategy

Attracting followers and getting their attention is all about sharing the right content. Effective content builds trust, entertains, and inspires.

A content strategy is the plan of action to present your brands to your target audience. It names the types of content to share, the resources needed to develop it, and the timing of postings, among other details.

The right strategy for your brand accounts for your goals and the broader brand presence you’re looking to build.

Build a Visual Story

Instagram is a visual platform. Brands seeking to engage on Instagram must offer visually compelling content – beautiful, artful, striking.
Visuals are key to get users to stop and pay attention.

Investing in great images and video is a must. Instagram offers an array of filters and other tools for improving visual presentation. Establishing a clear look and feel will help people to understand your brand.

Create Discussions

Getting connections is great. Turning those connections into people who are actively interested in your brand is even better. You want people to move you toward your goal of sales, taking action, sharing your information, etc.

Conversations created through Q&A, polls, and comments convert followers to engaged participants. Seek to create conversation through all of your activity on Instagram.




The Role of Earned Media in Digital Marketing

Free Virtual Event: Friday, April 16, 12 pm ET / 9 am PT

REGISTER

The pandemic accelerated the shift from analog to digital business. Adapting to the physical restrictions imposed by the lockdown was key to survival. 

But how have these changes impacted the public relations industry, will they be enduring, what role does PR play in digital business, and what opportunities are there for agencies and practitioners who want to help their clients win online? 

Join us for this post-pandemic state of digital marketing webinar and find out how public relations is adapting to the brave new normal.

All attendees receive a FREE copy of the book, The Digital Pivot.

Find out:

  • How PR fits into the digital business landscape
  • Maslovian framework sequencing owned, shared, and earned media outreach
  • Where digital businesses are underserved and how PR can help
  • Essential digital communications skills clients need most
  • How to deliver unprecedented, quantitative, bottom-line value to clients

Join Eric Schwartzman, digital marketing consultant and author of The Digital Pivot: Secrets of Online Marketing and Social Marketing to the Business Customer for an actionable and informative webinar about how PR can survive and thrive in the digital age.




Digital Marketing that Works

Jill Kurtz, Owner, Kurtz Digital Strategy

Effective digital marketing takes a deliberate approach to research, planning, managing and measuring. Marketers that take the time to get through all these steps will be rewarded with measurable success.

There are many channels, tactics and tools for marketers to choose from. A plan will increase the chances that you use the right mix for the right reasons. You can have the desired impact with a relatively small budget.

If you fail to plan, you leave everything to chance. Your chances of success are like a roll of the dice. You may score big, you may get nothing.

Key Steps to Your Digital Marketing Campaign

Set your campaign goals.

Define what you want to achieve. Be as specific as possible. You will know you are specific enough when it is clear how you will determine if you have gotten there. Now you have both a goal and measurement.

Understand your audience.

Hint: Your audience is something more specific than everyone. I’m exaggerating here to make a point: take time to really understand who you are marketing to. The more specific your understanding, the more targeted your plan will be.

Define your audience beyond basic demographics – what do they like? dislike? what are their perceptions about you? Dig into every detail.

Define your message.

What’s your message? Take time to define the master message, both text and visuals. All of your campaign messaging and materials should be directly related to the master message.

A laser focus on consistent messaging and visuals will allow all the elements of your campaign to build on one another.

Create a plan.

Really. Write out the day by day, week by week plan to implement your campaign. What will be done? Who will do it?

Break down your strategy into the individual tasks that will add up to your success. Follow the plan to make sure you are accomplishing all the elements.

I’ve seen great ideas with huge budgets behind them with no plan. The effort quickly gets off the rails. With no plan there is no chance for quick correction. You have to back up and figure it all out, again.

Measure as you go.

At every step, assess if you are moving in the right direction toward your ultimate goal. Make course corrections as needed.

A great idea may prove worthless in reaching your goal. Drop it.

A new idea may emerge that is successful. Do more.

Your plan should be a living document that adjusts as it rolls out. Write it down, but don’t set it in stone. Nothing is as important as moving toward your goal.




Digital Marketing: Master or Disaster

Digital Marketing Mistakes to AvoidJill Kurtz, Owner, Kurtz Digital Strategy

Digital marketing opportunities change all the time. Efforts that were successful just a few months ago may not work anymore. Opportunities that didn’t exist six months ago can be your strongest assets today.

Here are seven trends that could help you be a digital marketing master, not a disaster.

  1. Personalized content. Show visitors content based on content they have visited. Make purchase suggestions based on what’s in their cart. On social media, react to their posts and comments directly. These are all examples of personalized content. All increase engagement and sales.
  2. Visuals. No matter the age group or topic, visuals rule. Images and video will always capture more attention than words alone.
  3. Peer input. People are influenced by their tribe. We use recommendations to pick a good place to eat, a great contractor to use, or a book to read. We are all influenced by the recommendations of people we know for just about everything. Great marketers leverage recommendations and testimonials to help their offerings rise above the clutter.
  4. Email marketing. Email still gets better engagement than every other online channel. Winning marketers have an email marketing strategy.
  5. Voice and mobile search. Rising to the top of search rankings for desktop computer uses just about doesn’t matter any more. People are searching on their phones and using voice devices to ask questions (aka: search). Knowing how you fare there really matters.
  6. Social shopping. An increasing number of consumers are finding products and services on social media. They are forming their opinion before they ever reach your website.
  7. Short attention spans. All generations, not just those kids, have attention spans of gnats. Keep your messages short and sweet, whether they are delivered by video or text



The Impact of Blockchain: Its Potential in Digital Marketing across Consumers, Businesses, and Marketers

Joshua Q. Israel Satten, Blockchain Practice Lead and Evangelist – North America, Wipro Limited

Beyond the blockchain hype lies its true potential, leading to new pathways towards implementation and real usage of the underlying technology set (most notably distributed ledger, smart contracts, crypto-assets, and encryption). These are being realized across supply-chain, financial services, and manufacturing with potential adoption in digital marketing prime to become the next key example. The opportunities and areas where key issues are being sought for remediation, as well as market enhancements, are best discussed in three buckets: (1) digital marketing companies advertising to potential consumers on behalf of their corporate clients, (2) corporate clients looking to market to consumers and optimize their spend on digital marketers, and (3) the consumers themselves.

Many companies who frequently face a twofold issue related to how their marketing companies typically hire a plethora of third-party companies to ensure the content gets to consumers, and further, must then ensure that those consumers are good potential customers, and more critically, that they are real people. A rise of bots over the past few years, combined with a glut of websites and services setup purely to produce clicks and views to drive digital advertising revenue has created an incredible minefield of unreliable data for many large corporate clients who can’t quantify their actual marketing ROI as a result.

Distributed Ledger (DLT) could allow communications professionals to track and authenticate consumer data as the technology enables secure and trusted transactions between parties, thus creating much more scrutiny around the need and role of third-party data-mining vendors. Where verifying data becomes easier, the benefits of decentralization will beget workflow changes and the very nature of marketing teams and their metrics, while the touchpoints by which marketers track consumer interactions and metrics will be altered by blockchain’s transaction management, interoperability, and data verification capabilities. With these workflow changes, marketers will see long-term benefits in working with higher quality and more verifiable data by working directly with consumers versus third-party data-mining vendors.

Today, consumers are expected to log their personal data (name, number, email, password, etc.) with every company they engage with online for account verification and this year we saw some of the largest and most damaging consumer data breaches which could have been better mitigated through decentralization and encryption. Distributed networks with encryption protocols support decentralized digital records of secure transactions meaning that each digital transaction is securely logged across several locations across an entire distributed network with the data fully masked with blockchain acting as the consumer’s personal identification and authentication key to unmask or access said data.

Distributed ledger’s value of transparency could allow consumers to double-check the status, condition, lineage, or authenticity of a product they purchased. Foods claiming to be organic and locally sourced, medicines requiring temperature-controlled storage, unique artwork, and high-end luxury goods like diamond jewelry are all examples of product areas where we’ve begun to see this radical movement towards customer accessibility that implicitly compels companies to be held accountable. This increased transparency works in two ways because as brick and mortar stores become eCommerce platforms, they are at a growing risk of counterfeiters selling fraudulent products and hackers breaching their consumer databases. These vulnerabilities put corporate profits, reputation, and consumer confidence at risk.

At the end of the day, to fully realize the potential of blockchain in digital marketing, marketers will need to embrace the fact that in essence, all marketing is becoming digital marketing, while blockchain hype brought an influx of people, ideas, and experiments and its initial impact has been fragmented – what’s left are real-life and sustainable solutions to current needs and problems.


Joshua Q. Israel Satten, Blockchain Practice Lead and Evangelist – North America, Wipro LimitedAbout the Author: Joshua Q. Israel Satten is the Director for Wipro’s Blockchain Practice and the leader of the Blockchain Financial Services practice in North America. With over 15 years of global diversified experience, Joshua has been instrumental in creating, managing, and scaling transformational growth for several top-tier financial services companies over the past decade. In his current role, Joshua holds a dual position – one he serves as the leader and evangelist for Blockchain for Financial services in North America. As part of this, he closely works with our financial services business unit, various consortia and partners, advising and leading the blockchain journey for Wipro’s financial service clients. Two, he is responsible for Wipro’s global Blockchain Center of Excellence team (COE). In this role and as a face to the industry, he represents Wipro in various industry forums, builds connections with Business / IT Leadership across industries and geographies, and works with Industry Analysts to gain mind-share in the global blockchain ecosystem.

 

 




Basics of Digital Marketing With Websites

Digital Marketing Mistakes to AvoidHamed Wardak, Entrepreneur 

A century ago, anyone that needed to market something could just take out a small space in the daily newspaper. Later on, it became a few minutes of airtime for a TV commercial. A decade ago, marketing turned to websites and keywords. However, just in the past decade, marketing has changed more than in the past century before that combined. Gone are the days of prime time TV and printed ads with the best catchphrases in newspapers. We’re now living in a time of social media, apps and non-stop connectivity. These days, people average about 8.8 hours of their daily time online and practically everyone owns a smartphone. This means that everything that the consumers see is online, and the internet is the way forward for marketing. This is exactly how marketing turned into digital marketing. 

Why is it important? 

Thanks to smartphones, people are connected to the internet even when they’re asleep. From the moment that they open their eyes in the morning to the moment when they go back to bed, it’s the thing that gets most of their attention. One of the fundamental lessons in marketing is to be wherever the target audience is, and in today’s terms, that means being online.

What are the basics?

Websites 

The online real-estate giant is a company’s website. This is the storefront for any brand and business and it’s the main thing to getting more customers. A website needs to be secure, fast, easy to use, SEO optimized, and perhaps most important in recent days, it needs to be mobile-friendly. If a website has all of these things, it’s already a success, and the business can only grow from here. 

Search Engine Marketing 

If people don’t know about the business, aside from visiting the company website, the other way they can learn about it is through a hit on a search engine. This is done in two ways: paid search ads (PPC) and search engine optimization (SEO). 

Paid search ads, also known as pay-per-click advertising, is where a company pays for every time someone opens – or clicks on – its advertisement, hence the name. This is often done through social media campaigns, paid search campaigns, YouTube advertisements, and a few other ways. 

Meanwhile, search engine optimization is the process of editing and improving a website’s content and code, so that the website ends up ranking a lot higher in a search engine’s search results. The way that search engines work is through scanning websites to determine what each is about. When they find this information, they return the most relevant data in a search. 

The most important things that search engines focus on is whether a website is secure, mobile-friendly, the length and quality of the content, the speed, the images, and the backlinks, as well as the experience of the users. 

All of this is just the very basics of digital marketing, but it represents key things a business needs to know about in order to become successful.

 




7 Ways Blockchain Will Improve Digital Marketing and Advertising

Katrina Fernandez, SEO Specialist

If you think blockchain is only about currency, you’re missing out. Here are seven ways blockchain will improve your marketing and advertising.7 Ways Blockchain Will Improve Digital Marketing and Advertising

Image by Gerd Altmann from Pixabay

Blockchain is normally associated with cryptocurrency such as Bitcoin, but it has much broader applications. The ability to verify both parties in a transaction and make a permanent public record of the exchange impacts all areas of business.

Blockchain is also set to disrupt a lot of the ways businesses do digital marketing and advertising. The good news is that many of these changes level the playing field and allow small companies to have the same access to consumers as larger ones.

Here are seven ways blockchain will improve digital marketing and advertising.

You Can Improve Security

Data security is a huge issue for everyone who buys and sells online. There are frequent breaches that make the news, and everyone wonders if their identity or financial information has been compromised.

With blockchain, each transaction is verified and publicly visible, but the people involved are anonymous. As a result, you’ll have better security for all transactions, and everyone involved is still completely anonymous.

You Can By Ads Without Middlemen

As a business, you want to make sure that the ads you buy are on high-quality websites that are actually targeted to the audience you’re interested in. This means paying a significant fee to a company like Google who has the reputation that both companies and website owners are looking for. It builds trust into the process.

With blockchain, you can skip the ad networks entirely. Users will be verified automatically so you won’t need a third party like Google to create trust. Companies placing ads and websites with space available can work together seamlessly.

Companies Can Get Higher Quality Consumer Information

People want to control their personal information, and they’re tired of signing up with Company A and suddenly getting ads from Company B, Company C, and Company D.

Blockchain will give consumers a chance to charge for their contact information and ensure that only the companies they are interested in receive their data. That may sound bad for business, but actually it’s great – instead of wasting money on data from uninterested people, you’ll get targeted, accurate information from those who are actually curious about your company.

It Will Be Easier For Small Companies to Build Trust

As a small business, it can be hard to stand out, especially if there are established players in your industry. Many consumers are understandably wary of businesses they haven’t heard of before, and hawking poor-quality products is an epidemic online.

With blockchain, reputable businesses will be able to build trust quickly no matter how small they are. You’ll be able to prove where your products are coming from and show people every step of the supply chain. This will help customers know what you’re providing and they will be much more willing to buy from you over other competitors.

Blockchain Allows You to Accept Alternate Payment

 

Blockchain, Advertising and Marketing

Image by ErfourisStudio from Pixabay

While accepting Bitcoin and other cryptocurrencies aren’t mainstream yet, it could become that way. Blockchain makes this type of payment transparent. Retailers won’t have to worry about forged checks, bad credit cards, or other chargeback issues.

With more secure payments, you could save thousands each year on banking fees related to chargebacks and fraud.

Avoid the Fake Factor

It seems like almost everything online either is fake or could be. Fake followers, fake likes, even fake products as criminals try to scam people out of their hard-earned money. It’s the reason that consumers have a hard time trusting advertisements – and why companies like yours have a hard time getting a return on investment (ROI) on marketing.

With blockchain, you will know whether the money you spend on ads is going to the audience you’re targeting. You’ll deal directly with publishers, not questionable third parties. Your marketing will be more effective, and customers will know they can trust your advertisements.

Looking for help with your marketing now, even before blockchain is mainstream? Reach out to a top-rated digital marketing services firm today.

You’ll be Able to Showcase Environmental and Social Responsibility

Do you source your products or supplies through environmentally friendly or socially responsible avenues? If so, consumers should know – they’re willing to pay a premium for things that don’t hurt the planet or other people.

The problem is that until now, consumers haven’t know if the companies making the claims are telling the truth. After all, they can’t see your supply chain. But with blockchain, they actually can. No one can accuse you of cooperating with sweatshops or harming endangered species because you’ll be able to quickly prove them wrong.

If you’re doing things the right way, blockchain will help you stand out.

Blockchain Benefits Business

Blockchain is the future of business and marketing, but that’s not a bad thing. It will help small businesses compete with larger companies, reduce costs, and increase transparency and trust with consumers.

Your marketing will benefit significantly. You’ll target exactly who you intend to, no wasted money!


Katrina FernandezAbout the Author: Katrina is a hardworking individual who always gives her best. As a degree holder, she aspires to establish within the media industry. Expert in building online partnership, she’s been working in digital marketing services, Local SEO Search Inc. for several years.




The Top Digital Marketing Skills for PR Professionals

The Top Digital Marketing Skills for PR ProfessionalsMary Pike, Freelance Reporter & Writer

The old and new come crashing together when it comes to navigating the world of public relations. The main job is still to get your clients mentioned in the media, but the methods to do so have changed.

Social media, messaging apps, and mobile devices have altered how people consume information, requiring public relation specialists to evolve. Sure, you still need a Rolodex of media contacts at the ready, but you also need top-notch digital marketing skills.

Getting attention in this short attention span world can be difficult — but not impossible, granted you’re willing to hone in your digital marketing skills.

From using search engine optimization as your best friend to getting social, here’s a look at five must follow strategies for any PR professional embarking on a digital marketing campaign.

1) Keywords Can Move a Business Up

Leading search engines such as Google and Bing are vital to building brand awareness, as most people turn to the Internet to search for pretty much everything. The holy grail of a PR professional is to get their client’s business or name high up in the search results. That is where keyword and search engine optimization come in. These are the words most commonly used by people when searching. If you have a lot of these keywords in your messaging, it increases the chances of your brand or your client’s showing up high in the search results. That’s important. People tend to scroll down only so far before settling on a business or service. The higher your client is in that query, the greater the chance of getting noticed.

PR content that is ideally suited for search engine optimization includes press releases, media coverage, videos, and images. Not only can it get you higher up in the rankings but it can enhance the client’s reputation online, which can then lead to more instances where he or she is quoted in the press or is presented as an expert.

2) Get Social Online

Social media has become an extremely important method of communications for big and small brands alike. It has propelled people to fame and destroyed the careers of others. For a public relations professional, social media is a blessing and a curse all wrapped together. If your client is trending on Twitter or Facebook, it’s a good thing. But if he or she is facing backlash because of a Tweet or Instagram post, it can very quickly turn into a nightmare. Either way, social media is now a mainstay of society and a tool that can’t be ignored.

From a PR perspective, social media means connecting with and engaging people in a brand. It can be used to get a message out and can be invaluable for damage control. The more social media followers your client has, the more people it has to help clamp down on negative attention that can quickly get a brand in trouble.

When navigating social media, it’s important to keep it honest and entertaining rather than promotional and sales-y. Users can see through promotions disguised as informational content and will quickly tune out. With so many choices on social media, they don’t have to accept being sold to on their favorite platform.

When it comes to brand-building on social media, where you spend your time depends on the type of business you represent. For some businesses, being on top of the news and posting a lot of content will work while for others, customers only care about deals and discounts. If the business lends itself to images, then having an active Instagram page will matter more than tweeting on trends in the industry. The key to building a client’s brand on social media is maintaining it on a daily basis.

3) Step Up Your Content

Even in this digital era, content is king — it’s just taken on new formats.  When it comes to creating and sharing content, quality matters. You can spend hours-on-end marketing your material, but if its quality isn’t superior, you’re not going to see great results.

Blogging has become a popular way for brands to communicate with existing customers, as well as potential ones. It can also be a way to boost traffic to the website without spending a dime. Your client doesn’t have to be a celebrity to create a buzz or provide valuable analysis online. He or she does have to create content regularly, though, weighing in about industry trends and developments. That will increase the person’s online presence and reputation, which will lead in turn to more engagements.

Guest blogging is also becoming a popular way to boost traffic and build awareness about a company or brand. With this marketing strategy, your client pens blog posts for other websites and online news publications. The more that executive or company shows up in stories and blog posts on the Internet, the higher it appears in search results. These guest posts usually include linkbacks, which means more traffic to their own website.

4) Be Proactive with Search & Social Media Monitoring

Nobody wants to waste time on an ineffective marketing campaign, and it’s particularly true for PR professionals juggling multiple clients. The internet is vast, making it easy to miss both positive and negative stories about your customer. That could be a recipe for disaster if you can’t intervene early, doing damage control before a story gets out of hand.

That is where search and social media monitoring come in. You can set up alerts using free tools to give you a heads up whenever your client is mentioned whether it’s on Google, Facebook, Twitter or other websites you are following. Alerts can be created to not only inform you of client mentions but also competitors, influencers and other constituents. You can also monitor the search engine rankings to determine if a new placement got the right amount of attention. You can track who is visiting your customer’s Website and/or social media pages, how long they stay and what they are looking at. The ability to gauge what works and doesn’t in real time can be invaluable so don’t ignore monitoring and analytics.

5) Video Killed the Radio Star

Thanks to YouTube, Facebook Live, and Hulu consumers have gotten used to consuming their news and entertainment through a smartphone screen. That has propelled video to the forefront of the Internet, with consumers clamoring to access live streams, podcasts, and pre-recorded digital content. For a PR professional, that creates a new opportunity to reach consumers.

Live streaming can be a low cost, effective way to build brand awareness and create some buzz — granted you use it correctly. Live streaming a product launch or store opening that is visual can be effective. Running a live broadcast of an uneventful board meeting, not so much. You have to pick and choose when to embrace video, ensuring you are only using the most compelling and visual of content to get your message across.

If you are creating content for YouTube and other free video sites, keep it short, edgy, and entertaining. Try to stay away from controversial or polarizing topics. Gone are the days when any news is good news. Brands have been broken in hours on social media so tread carefully. The goal is to include everyone, making sure not to alienate along the way. Posting a controversial video may get you immediate attention, but in the long run, it will be written off as a shameless stunt.

Final Thoughts

The internet has changed the way all sorts of businesses engage, and that is particularly true of PR professionals. Long gone are the days when you can dial up a reporter and convince him or her to write about your client. Now, you can access your audience directly online.

But before you launch a digital marketing strategy for a client, get acquainted with the tools you are about to deploy. Test your ideas and then test them again. The last thing you want to do is make public mistakes when you are ready to debut your client to the digital world.

Are you a PR professional? What digital marketing tips have worked best for you?


About the Author: Mary Pike is a freelance reporter and writer. She writes about work, money, and life for a variety of digital platforms around the world. She lives and works in Portland, Oregon. 

 




5 Digital Marketing Strategies to Improve Medical Marijuana Sales

Ken Newman, CEO, DMA | Digital Marketing Agency

The number of people who head to the internet to research health and wellness products has jumped to 57%. These online searches are especially important in the medical marijuana industry, where so much confusion, misinformation, and changing laws send consumers to the internet in search of clarification.

This chaos in the market can actually create opportunities for medical marijuana dispensaries that are seeking ways to attract more local customers. In a market where buying paid search ads is not legal, dispensaries must rely on search engine optimization (SEO) strategies to get discovered. Here is a breakdown of how search engine ranking works and how you can optimize your website to ensure your dispensary moves up the search results page for local searches.

The Power of the Local 3-Pack

The number of “near me” searches has grown by 900% since 2016, with 72 percent of those searchers visiting a store within five miles. When Google receives a search request that includes geographic search terms, Google provides a results page that consists of a map, the Local 3-Pack, followed by the organic search results. Google uses its own ranking system to determine which businesses will appear in this Pack, along with the order that businesses appear in the search results. The ideal, of course, is to get your dispensary listed in the 3-Pack. Here are five ways that you can optimize your website for SEO to increase your page rank among the search engines so that you can earn more local traffic.

1.      Claim Your Business on Local Listing Services

To ensure your dispensary appears on the search results page, register and claim your business on Google My Business, Yahoo! Local and Microsoft’s Bing Places for Business. Fill out each section of the questionnaire completely and accurately, providing your NAP (name-address-phone) details, hours of operation, and photos. This information will be pulled by search engines to populate search results whenever your prospect searches for a local marijuana dispensary.

The business category you choose for the services category is also relevant. While Google now offers a “Cannabis Store” category, you can also tailor your results around the services you provide by selecting other categories, including a wellness center, pharmacy, or alternative medicine practitioner.

Additionally, claim your dispensary’s listing on third-party sites, including Yelp, CitySearch, and Apple Maps. These sites have a large amount of pull in SEO, and you don’t want to be left out. There may be other local listing services exclusive to your area, including the local Chamber of Commerce, local mapping services and online yellow or white pages.

2.      Answer Your Prospects Questions With Your Content

One of the most essential strategies to implement to earn local traffic is a steady stream of helpful content. The content that you publish on your website helps the search engines determine if your business is a good match for the search request. Focus on building article topics around the specific questions your prospects are asking in their searches. Pay attention to Google’s specific guidelines that govern any medical-oriented content published on the web. Google categories this type of content as “Your Money, Your Life” (YMYL) and subjects this content to higher quality standards.

While you can use Google’s Keyword Planner to ensure you are using the best words to boost your SEO presence, use them wisely. Your keywords should flow naturally into a helpful article, rather than one that is packed with keywords that make little sense to the reader. At a minimum, aim for creating at least one 750-word article for each service or product you offer. Boost your content for local by weaving geographic indicators wherever possible into your content. For example, “cannabis dispensary in your town,” or “your town’s cannabis provider.”

Add specific pages to your site that are dedicated exclusively to providing your NAP details, a Google Map of your location, and links to your social media profiles. Include your hours of operation and specific names of people to contact if they have questions. Optimize your site for SEO by ensuring you add local keywords in the URL page title, headers, and main text.

3.      Mobile friendly

When consumers conduct those medical searches, they are more than likely using their phones. Ensure your site is mobile-friendly so that prospects can find the information on your site quickly and easily. A mobile-responsive design will not distort your images or content to fit on a mobile screen. Google has a Mobile-Friendly Test tool that can help you test your site to be sure it is easy for customers to navigate.

4.       Credibility from Other Sites

Publishing helpful, valuable information on your website increases the chances that other websites will link to your content. These inbound links are the number one local organic-ranking factor, as search engines give more credibility to sites that are linked to by other sites.

Claiming your social media profiles gives you the added benefit of attracting local influencers. You can discover local events and build an online community with other businesses in your area that can help you earn locally-relevant links. You can also receive inbound links by ensuring your dispensary is included in industry-specific directories like 420 Nation, Cannabis.net, CannaPages, Marijuana Business Daily, Medical Jane, Medical Marijuana, THC Business Directory, among others.

5.      What Are Customers Saying About You?

Online reviews have overtaken friends and family recommendations as the most trusted source of product information.” Google includes reviews in its 3-Pack listing, and adding reviews on your own website can boost customer conversion by 270%. While Google keeps the details of its search algorithm a secret, prominence is one of the key indicators that Google uses. Prominence includes how well-known a business is, including more reviews and positive rankings. You can help your rankings by reading the reviews you receive, including those on social media and third-party sites. Treat any negative reviews as an opportunity to correct what went wrong.

Page Rank Is Constantly Dynamic

Once you’ve made it into the Local 3-Pack, monitor your progress, as search engines continuously update their rankings. Don’t let your website become static, and continue to update your content with new articles to match the evolving changes within the cannabis industry. Use the strategies identified here to ensure fresh content is optimized for your local market while continuing to meet the needs of your local customers.


About the Author: Ken Newman, CEO of DMA | Digital Marketing Agency began his career with the U.S. Army serving proudly in Desert Shield and Storm. After 8 years of service, Newman quickly rose to success in traditional marketing platforms then graduating to the Digital Marketing industry for RH Donnelley’s DexMedia and Hearst Media.




4 Proven Digital Marketing Tactics to Grow Your Business

Free Webinar: July 23rd @ 1:00 p.m. EST

Event Overview

4 Proven Digital Marketing Tactics to Grow Your BusinessIf your business is currently using or considering using digital marketing to scale your sales then you won’t want to miss the executive briefing, “4 Proven Digital Marketing Tactics to Grow Your Business” with CEO, Brian Cristiano. 

During this briefing you will learn the types of marketing that no longer works and what tactics your business can implement today to see immediate results. You will also learn how to leverage your own business process to create sellable assets that can immediately create new digital streams of revenue. We’ll also cover the importance of data and the key indicators you MUST pay attention to as well as go through the current best practices for content and storytelling that actually sells. 

Brian Cristiano the CEO of BOLD Worldwide and renowned marketing expert will personally walk you through this executive briefing and give you tangible examples you that he is using to successfully scale billion-dollar brands.




4 Learning Platforms to Master SEO and Start a Career in Digital Marketing

The Top Digital Marketing Skills for PR ProfessionalsJennifer Lockman

A career in digital marketing is one with high prospects in this internet era. Fortunately, the job comes with requirements that could easily be picked up from the internet itself. Among that, the first priority should be mastering the aspects of SEO.

Search Engine Optimization almost entirely dictates how well a website and a business could perform. It is more important than ever, as its landscape is rapidly changing all the time. So do not spend any more time looking for sources to learn SEO, here is all the information you need on which platform to get pick up the skill from.

These four learning platforms are already established in delivering excellent online courses and certifications. Choose from these to get started on your climb up the career ladder.

1. Coursera

The website is undeniably one of the most popular eLearning sites. Coursera has a number of courses at various levels to get certified in the areas of digital and SEO marketing. Our favorite among the many courses provided on the site is Search Engine Optimization (SEO) Specialization by UC Davis. The program focuses on providing knowledge on the theory of SEO, the different search engine algorithms, how to do both online and off-page optimization and how to do audience-specific content creation to achieve better results on SEO ranking. It is all you need to get a thorough background on the subject.

The other interesting program offered by UC Davis on the same topic includes Introduction to Search Engine Optimization, Advanced Content, and Social tactics to Optimize SEO, Advanced Search Engine Optimization Tactics.

2. Udemy

Udemy also features a few attractive certifications on the subject of digital marketing. When it comes to SEO, one of their highly ranked programs is titled the Complete SEO Training With Top SEO Expert Peter Kent. It provides a good understanding of the topic from how to select the right keywords and cover the basics of digital campaigning.

SEO 2019: Complete SEO Training + SEO for WordPress Websites created by Arun Nagarathanam focus on the latest trends in SEO and the many technical aspects behind its working. This is more on an intermediate level, requiring a basic knowledge of the concept. For advanced learners, the Moz Advanced SEO: Tactics & Strategy teaches on the analytics and site audits to achieve the maximum website potential using SEO.

3. SEMrush Academy

As one of the prominent provides of digital marketing courses, there is no surprise that SEMrush Academy is a go-to platform to get certified on SEO specialization. Their programs incorporate materials that address all the current concepts revolving SEO like Social media marketing, content marketing, and PPC.

Users can select courses from fundamentals, advanced on focusing on the toolkits. The website also has special exams on the same topics to add to the credibility of the learning. These courses are prepared by top SEO experts like Bastian Grimm and Greg Gifford.

4. SkillShare

If you are looking for advice from experts directly, then SkillShare offers a number of classes on digital marketing. They range from SEO, content marketing, features on blogging, entrepreneurship, business and SEO for WordPress as well. The courses also focusing on the technical strategies and tactics to devise backlink strategies, increasing website quality, insight on web designs and even improving the speed without the use of coding.

The courses here are very diverse and gives you lessons from different perspectives of those who are already successful in the field.

These courses provide excellent information in the current setting. To excel in the field, it is necessary to have an understanding of the other related aspects of digital marketing too. Make sure to get yourself updated and upgraded with the changes, and these platforms offer the right opportunity to do so.


About the Author: Jennifer Lockman graduated from UCLA majoring in Journalism and blogger. Now she works in essay service company as a writer and editor. Her expertise includes general education, e-learning, business, writing, and lifestyle.

 

 

 

 

 

 

 

 

 




Easy Steps to Set Up Your New Digital Marketing Office

Ella Woodward

Have you been working hard on your digital marketing business and are now thinking of setting up your first office? This can be both a very exciting but also intimidating time for many small business owners and it can be difficult to know where exactly to even start. However, there is no need to panic as you can carry on reading our article to find out the easy steps that you need to take to set up your first digital marketing office.

Make A List

The first thing that you will need to do is make a list if everything that you will need for your new office. This will normally include items such as chairs, desks, computers/laptops and phones. Making a list will ensure that you definitely get everything that you need to set up your new digital marketing office and that you do not veer off-track by buying things that you do not need or buying too much of a certain product.

Plan Your Office Layout

Once you have listed all of the items that you are going to need in your new digital marketing office, you will then need to plan the layout of your office and how exactly each of these items are going to fit into it. This is extremely important as this can let you know whether you are buying too much furniture or whether you may need a little more to fill up the space. In most digital marketing offices, you will tend to find that an open plan layout is preferred as this will give you the maximum usage out of your space. However, you do also have the option to choose a closed plan layout or a modular plan which will combine elements of both. The latter is also a very option within digital marketing offices as it allows your staff to have a little more privacy than in an open plan office plus there is also more room for storage.

Setting Up Your Phone System

Once you are in your office with all your furniture, there are a few more things that you will need to set up in order to be a fully functioning and safe digital marketing office. One of the first things that you will need to do is ensure that you have a phone system in place and this should be the one that is the best for your business. There are plenty of great phone system options now out there for you to choose from. If you are just getting started, you may just want to opt for a virtual phone service which will forward any calls that are made to your business onto your personal phone line.

Ensure Your Office Is Safe and Secure

Now that you have all your furniture and technology moved into your new digital marketing office, you will need to ensure that you keep your office safe and secure. The first thing that you will need to do is ensure that doors have adequate locks on them and you will also want to look into getting an alarm system should someone manage to break in. Furthermore, if you want to deter burglars in the first place and lower the cost of your business insurance, you will want to take extra safety measures including lighting outside your office and a wireless CCTV system. Wireless CCTV camera installation is a cost-effective way to deter any potential burglars and this is why you need to install CCTV in your office.

Setting up Internet

Before you move into your new office space, it is a good idea to look at what will be the best and most cost-effective internet service provider for you. We would always recommend that you do this as no one wants to commit to an expensive office lease that they then find out cannot be serviced by a high-speed internet provider. Compare lots of different providers, the plans that they are offering, the contracts and, of course, how much they are charging. Remember to keep in mind when you are looking at terms that a commercial account can differ from a residential one, so if there is anything that you are unsure of, check this beforehand. As a new business, you will most likely only need an internet connection of around 5 Mbps as this will be enough for what you need. However, as your business grows and you start to receive larger files, you may need to invest in a faster connection.




Most Businesses Confident Their Digital Marketing Achieves Sales Goals

CommPRO.biz Editorial Team

More than 80% of digital marketers believe their company’s digital marketing is effective in increasing sales and revenue, according to a new survey from Clutch.

“That number is high because digital marketing is where customers are,” said Flynn Zaiger, CEO of digital marketing agency Online Optimism. “Walking down the street, people aren’t looking at billboards or checking newspapers – they’re staring at their phones.”

The survey reveals that businesses believe their digital marketing is effective because it’s a more direct way to reach consumers compared to traditional marketing and advertising.

Businesses Rely on a Combination of Digital Marketing Channels to Achieve Goals

Businesses invest in a variety of digital marketing channels but prefer social media marketing (81%), a website (78%), and email marketing (69%) because they are the most popular among consumers, according to the survey results.

All three channels provide businesses the opportunity to give voice to their brand – especially when used in combination.

“People are responsive when you have the ability to tell your brand story, whether it’s on social media, your website, or email,” said Jeremy Greenberg, founder of web design and digital marketing agency 97 Switch. “With other mediums, there’s not as much ability to tell your story.”

SEO Least Popular Channel, Requires Too Much Effort

The new survey revealed that among businesses surveyed, fewer than half (44%) invest in SEO.

Failure to invest in SEO, however, can undermine the effectiveness of a website and other digital marketing channels.

SEO isn’t popular among businesses because it takes more effort than other channels, experts say.

“Businesses have a harder time with SEO,” said Jon Borg-Breen, co-founder and head of sales at B2B lead generation agency Symbiont Group. “It’s not as immediately impactful as having a brand-new design on your website that people can say, ‘Wow, that looks cool.’”

SEO may not have the immediate results that social media marketing, a website, and email marketing have, but experts agree it is still an essential digital marketing channel.

Businesses Use Digital Marketing to Increase Sales and Revenue

Businesses invest in digital marketing to increase their sales and revenue. Nearly one-third (28%) identify driving profits as their primary goal.

Many businesses depend on digital marketing to make a sale.

“If we didn’t have digital marketing, the only sales we’d have would be friends and family and word-of-mouth,” said Devin Stagg, marketing manager at Pupford, a website for dog owners. “It’s our main method of exposure, and all our efforts are pushing us toward getting more revenue.”

Clutch’s 2018 Digital Marketing Survey included 501 digital marketers from U.S. companies with more than 100 employees.

Read the full report here.




The Stevens Group Announces New M&A Section on CommPRO.biz for PR & Digital Marketing Agency CEOs

CommPRO Editorial Staff

The Stevens Group is proud to announce its sponsorship of a new SECTION on CommPro.biz designed to provide public relations and digital marketing agency CEOs with in-depth information specific to the robust and ever-expanding world of PR and digital marketing agency mergers & acquisitions. This new M&A SECTION will literally cover the waterfront on issues critical to the burgeoning world of merger & acquisitions. Our goal is to provide agency leadership with in-depth information and insights on this topic area using a multi-media platform comprised of feature articles by Art Stevens and Rich Jachetti, pithy “pearls of wisdom” from Art Stevens, video featurettes, plus regular monthly webcasts featuring some of the most respected and well-known agency CEOs, plus senior executives from the top marketing and management consulting firms and the PE and investment banking communities who are responsible for the mergers & acquisitions function within their own organizations. The M&A SECTION will be a continually evolving thought leadership destination. We invite all agency owners/CEOs with an interest in the subject matter to visit this new SECTION regularly. We hope you find the SECTION informative and useful.




Arteric President Hans Kaspersetz Leads Workshops to Enhance Digital Marketing Capacity of Cancer-Related Advocacy Organizations

CommPro.biz Editorial Staff

Arteric, a digital healthcare marketing agency that fuses software development with healthcare marketing to help brands connect patients, caregivers, and healthcare professionals with the health information and tools that enable patients to live longer, healthier lives, announced that Company co-founder and President, Hans Kaspersetz, led a series of workshops for advocacy groups that support patients, caregivers, and healthcare professionals in the cancer-care community.

Workshop attendees — staff leaders with responsibilities in marketing, communications, and website development — honed skills using contemporary strategies such as website development, content strategy and search engine optimization and learned how to apply emerging engagement tactics, such as augmented reality and artificial intelligence. The program coincided with the 2017 annual meeting of the American Society of Clinical Oncology (ASCO).

About The Workshops

Along with teaching best practices and leading-edge digital strategy and tactics, Mr. Kaspersetz evaluated attendees’ digital marketing programs, recommended enhancements and resolved specific challenges that each organization currently faces. “Sharing our knowledge is a core principle at Arteric. Supporting advocacy organizations that educate patients, caregivers, and healthcare professionals is a privilege and a natural fit for us,” states Mr. Kaspersetz. More information about the issues and recommendations discussed at the workshops is provided at arteric.com.

Prior to the workshop, attendees provided information about their marketing communication goals, strategy, tactics, and performance. Mr. Kaspersetz used this information to develop training content and recommendations specific to each organization’s needs.

“Cancer patients and their caregivers need intuitive, informative content to help them find and coordinate the best available care. When they are in crisis with a new diagnosis or recurrent disease, the answers to their questions must be accessible and at their fingertips without a lot of searching and struggle,” said Kaspersetz.

Kaspersetz returned to lead his second annual workshop. He sums it up this way. “On a professional level, it’s satisfying to see improvements in attendees’ communication efforts after the workshop. On a personal level, it’s rewarding when I consider the audience that we ultimately serve.”




Real-Time Digital Marketing: The Ability to Leverage “Now” (Free Webinar On-Demand)

Webinar Overview

In this webinar, Rebecca Lieb shares findings from her research on real-time digital marketing, including the top 6 use cases, the benefits and risks, and 12 best practices for preparing for real-time, plus countless examples of success.

During this webinar, Rebecca will discuss how real-time digital marketing (RTM) can add tremendous value to customer interactions; making brands appear relevant, with-it, informed, dynamic and buzzworthy. The movement toward RTM is also driven by consumer expectations as immediacy, relevance and access increase with technology.

Presenters

Rebecca Lieb

Strategic Advisor / Research Analyst / Author

@lieblink

Rebecca Lieb is a strategic advisor, research analyst, keynote speaker, author, and columnist. Her areas of specialization are digital marketing and media, with a concentration in content strategy, content marketing and converged media. She works with many of the world’s leading brands on digital marketing innovation. Clients range from start-up to non-profits to Fortune 100 brands and regulated industries, including Facebook, Home Depot, Nestlé, Anthem, Adobe, Honeywell, DuPont, Fidelity, Gannett, IBM, Save the Children, Pinterest, Cisco, ad and PR agencies, and The Federal Reserve Bank of New York.

 

Moderated by Steve Shannon

Senior Vice President, Sales and Marketing

Critical Mention

Steve Shannon joined Critical Mention in 2009 after 17 years with the media monitoring firm BurrellesLuce. In his last position as executive vice president, he oversaw sales, marketing and product development. Steve began his career at BurrellesLuce as an account executive and was appointed regional sales manager in less than three years, doubling the sales of the firm’s media database service. In the product development arena, Steve conceived and led the launch of the BurrellesLuce web portal, delivering a per unit revenue increase of 32%. He also designed and implemented iMonitor in 2008 and led the team that closed more than 600 sales of the service in the first six months after launch. Steve earned a BA in Communications from Kent State University.