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    It's Not about Websites… it's about Web Presence

    Last updated 2 years ago

    Time was that you could put all your eggs in one basket called your website. I still believe that your website is the most important of all your web assets, but it is now just one of your web assets. I personally think of our company website as “Home Base” or our “Internet Headquarters”.

    You used to have one website, now you have many websites.

    Those sites are Facebook, LinkedIn, Twitter, Google Places, Local Directories, etc. And it’s not just about being where your customers are (although that’s huge), it has become even more fundamental than that. Search engines such as Google and Bing are now looking at your overall web presence to determine how relevant you are, and where they are going to place you on the search results.

    Google is no longer just competing with Yahoo and Bing; they are competing with Twitter and Facebook. Because of the trend towards real-time information, they are now factoring in the overall preponderance of your web presence.

    More Content in More Places = More Customers

    Search Discovery
    So where do you start? Well you need a system or “platform” like or WSI ReachCast (This platform you are on right now) that allows you to cast a steady stream of fresh content that is search engine friendly, and engaging to consumers. Engaging to the point where they might “Like” it on Facebook and re-tweet it on Twitter so their friends discover it online as well.

    In fact if you were to go to our Facebook Page or our Twitter page, you would see that this very article you are reading right now has been simultaneously cast there at the exact same time it appeared there. Even all the videos on this Cast Page are syndicating from our YouTube channel.

    Social Media Marketing
    This is where it gets tricky… what should you cast? Coming up with “share-worthy” content takes some creativity, along with a calculated strategy. If it is funny, interesting, informative or shocking, it stands a better chance of starting the conversation. Starting the conversation, and keeping it going is what gets the attention of your followers, and the search engines. Helpful tips, coupons and offers, entertaining videos and interesting graphics all encourage your followers to react to your content and to share it with others so it takes on a life of its own.

    Is it too much work?

     Yes, the sad truth is that producing good content is a lot of work… worth it, but very time consuming and requiring more than just subject matter expertise. Companies with a lot of resources can hire their own Director of Social Media, but few companies, even with the resources have the capacity to hire an in-house person or team wisely.

    Having a good platform can definitely economize your work load, but it still doesn’t account for the necessary expertise, creativity and time factor. As a professional digital marketing firm here in Orange County CA, we solve that issue by providing the services of our WPPs (Web Presence Professionals) to our clients. We manage our clients complete web presence, including content creation, reputation management, and web asset management. In essence, we become your Social Media team. Take a look at our web presence optimization program to learn more.

    How to Leverage your existing Advertising Dollars through "Remarketing" technology

    Last updated 2 years ago

    Conventional wisdom is that your best customer is the one you are talking with at any given time. Why? Because unlike your next prospect, this one has at least shown some interest in your products and services…otherwise why would they be in front of you at all?

    The modern interpretation of that is the prospect who took the time to seek you out and go to your website or blog or any number of other web properties. They didn’t get there by accident. They either searched for you, or clicked on an email, or interacted through some social medium. In any case it was most likely through an effort that cost you money or time.

    So let’s go on the premise that they were interested enough to check you out, but like the vast majority of initial web interactions, they weren’t ready to take any action. The reality is that they will probably check out your competitors…and do nothing with them either. At least initially…

    Thus the reemergence of a technology called “Remarketing”, or the process of marketing specifically to people who have recently shown interest in what you offer.

     Here’s how it works:

    When a consumer visits your website via a search engine result, pay-per-click add, email link, or even an off-line advertisement, all of which you undoubtedly paid for in one fashion or another, we “tag” them. As they go about their business across the Internet over the next hours, days, weeks or months, we show them your custom banner ad. Your brand literally follows your best prospects around in the places they surf for mere cents per impression (literally a fraction of a penny).

    Call us for a demonstration and an analysis to see if this technology can make even better use of your advertising dollars: (949) 481-0728

    Nigel has Design Suggestions for his Website

    Last updated 2 years ago

    Well actually his name was Mark, and he didn’t have a British accent, but the ensuing discussion was pretty accurate (sort of).

    The cardinal rule of effective web design is to design for your target audience…not yourself. There are of course industry best practices…tempered with common sense.

    Websites that are able to stand the test of time have three things in common:

    • Appropriate theme for the target market
    • Uncluttered design
    • Unambiguous navigation

    Not necessarily rocket science, however these elements take a bit of upfront planning, and should not be trivialized. Good website design by its very nature is subjective, but bad design is just…well bad. Here is my checklist of what NOT to do:

    • Too much Flash: Improper use of flash is gratuitous and may detract from the purpose of the website. Make sure that flash is used judiciously and not just as “eye candy”
    • Pages that are too long: Long pages are subconsciously interpreted as too much work to read. It is much better to break content into multiple, well organized pages.
    • Pages that are too cramped: Not everything has to be seen all at once to be appreciated. Too much collocated information is in itself a distraction. Unnecessary repetition: Give your visitor a little credit. Convenient navigation is one thing, but force-feeding it to your visitors is something else.
    • Too many attention getting devises: If everything is highlighted, then nothing stands out.
    • (just in case you need additional clarification).

    Viral Radio Marketing?

    Last updated 2 years ago

    Web Presence Optimization is all about being in more places with more content to get in front of more people. Consumers used to spend a lot of time on a few media choices. Now they spend a little time on a lot of media choices. The trick is to get in front of as many of the “right” people as you can.

    Here is a unique approach:

    Get yourself an Internet based radio show, interview a bunch of influential people, and have them send the link on to their influential friends.

    Sounds like a long shot doesn’t it? Ironically it is becoming a bit of a trend. I was recently interviewed twice by two unrelated interview programs here in Orange County California.

    The most recent was just a couple of weeks ago by Will Crist of “Pilgrim on the 405”, a live drive-time radio show catering to commuters on the 405 freeway traveling through Orange County. You can listen to Will’s interview; Pilgrim Talks: Chuck Bankoff and Mark Friedman to get an idea of the format.

    The first was just a few days earlier by veteran journalist Tony DeMaio of Big Media USA on the realities and myths of Search Engine Optimization. In fact, I’m working with Tony to take the concept on a test ride myself with my own radio show.

    Does the concept work? Well, after I was interviewed I posted this article on blogs, Facebook and Twitter and you’re reading it.

    Our Digital Marketing Success Story…Everybody Won!

    Last updated 2 years ago

    Seriously, everyone made out….

    Our client, ABC Glass & Mirror made out because they have literally hundreds of first place rankings on Google and the other major search engines. We even trained them on how to blog and do their own social media promotions.

    We made out because our Digital Marketing Success Story was printed in the May issue of Glass Magazine. The notoriety is great for our egos, but the tangible rewards are that we became minor celebrities in the glass industry. That may not sound so interesting (actually it’s not) until you understand that we’ve become the digital marketing firm of choice for several other glass and mirror installation companies around the country.

    These other glass companies make out because they are able to leverage our experience with ABC Glass & Mirror for their own success.

    It’s not all Glass and Mirrors

    The strategies are the same whether it is for glass companies, painters, dermatologists or lawyers. Read the article Moving up the Google rankings in Glass Magazine just to get an idea of the strategies we employed, and how you might be able to apply them for your company.

    -Chuck Bankoff

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