Monthly Archives

May 2020

The Benefits of Content Marketing for Public Relations

A desk top with “content marketing” written on it

The world of marketing has evolved as traditional methods have become less effective in turning prospects into customers. Enter content marketing, a fresh and avant-garde approach in the world of marketing that has become popularized as businesses implementing this practice are engaging their audiences more efficiently and effectively.

What Is Content Marketing?

Content marketing is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Content marketing provides the audience with educational and “how-to” content on products and services that can solve the challenges they face. Outcomes from this method include increased brand awareness, improved conversions, and boosted revenue.
In times of distress, connecting with customers becomes more difficult than ever. With content marketing that challenge can be mitigated. By using the marketing strategies and tactics of this method, businesses can stay connected with their audiences during a time of separation.

What Does Content Marketing Do?

Content marketing creates a direct connection between your business and your target audience. It is the process of planning, creating, and distributing content that is specifically equipped to entice the intended group. Instead of the distribution of content that is multifaceted, this method focuses on truly relevant and useful content that can provide a solution to the problems of your customers and prospects.
Content marketing can help your business in the following ways:

  • Educate prospective and current customers on your products and services
  • Enhance your website conversions
  • Strengthen connections between your customers and business
  • Showcase how your products and services can provide a solution to your customers
  • Build a loyal following for your company and brand

Why is Content Marketing Important For Public Relations?

Any forward-thinking marketing and PR strategy today focuses on content marketing. It is a method that avoids providing irrelevant information to your customers and instead puts an emphasis on content that is invaluable and useful to your audience. The overall idea of content marketing is that if a business distributes relevant content consistently to its customers, that in turn will reward them with the customers’ business and loyalty.
By PR practitioners working collaboratively in the content marketing process, creative angles and fresh insights will produce a better perspective on how to effectively implement this method into your business. The goal of PR is to create a story that entices the relative audience and media outlets. Content marketing aims to mimic this goal and create content that is relevant and engaging. Although the distribution channels may way vary, the end-goal is the same — cultivating content that engages your target audience.

Ask A Professional About Content Marketing

When diving into the world of content marketing, getting the opinion and help of a marketing professional can make the difference between successful content and content that flops.
The team at Social Eyes Marketing is ready and able to help; with search engine optimization skills and experience in reputation management, we have the tech-savvy and PR expertise to ensure your success. Contact us today for more information!

Why A One Page Website Just Won’t Cut It

A desk set up for web design with a laptop and monitor ready for dual-screen opportunities.

When you’re a business owner, one of your most important assets is your website. We live in a world where digital marketing is not only the key to survival, but it provides the needed platforms to see your business flourish. Your web presence can often be the first interaction a potential customer will have with your business, so ensuring that you have strong, high-quality web design is essential to the success of your company.
While it may be tempting to save time and cut a few corners by just creating a simple landing page for your customers to find and directly contact your business, a one-page website is not only a web design eyesore…it’s an SEO nightmare!
Read on to learn why you should upgrade to a multi-page design in your web development.

Poor Navigation

You think that nothing is more frustrating than coming across one long web page that you have to scour to find the information you are looking for. And then it gets worse: there’s the option for a navigation menu, and all it does is scroll you down the page!
Poor website navigation can actually significantly hurt your business, so for such an easy fix, why wouldn’t you just make the adjustment? By adding a few extra navigation pages, you make your site more bot (i.e. search engine) friendly, as well as making it easier for your customers to find the information they need when they need it. An added bonus? Those pages will load much faster!

Limited Keyword Space

Keywords are the bread and butter of onsite search engine optimization. When you limit your website to one page, you limit the potential for keywords, which can leave your business in the dust of your competitors. Keywords provide you with searchable terms for potential customers looking for your services, so missing keywords can leave glaring holes in searches, especially in local markets.
When you add extra pages for your SEO guru to work with, you can incorporate those keywords without painfully obvious keyword stuffing…and keep all of your content accessible and relevant for your customers.

Fewer Opportunities for Linkbuilding

Another thing that shrinks with your website’s size? Your opportunity for linking. Linkbuilding is an important SEO tool to use when building your website. When you only have one page, it minimizes the potential for outside sites to link back to you…and also takes away from your own link utilization, as you can’t link relevant content in each section if you only have one URL!
Another tool for linkbuilding that you lose when you have a single-page website? Additional content creation for a blog that would also boost your online presence and can provide a valuable resource for connecting with your customers!

Ask the Web Design Experts

When in doubt, reach out!
If you aren’t sure if you’re utilizing the space of your website to its fullest potential, contacting a professional web development team can give you the confidence you need to make the adjustments; you’ll see your traffic (and profits) skyrocket.
Contact the web design professionals at Social Eyes Marketing and let’s get started on making your website dreams a reality!

Key Elements of Your Branding

A man works on a marketing plan for his brand.

Brand development strategy seems like a no brainer, right? Wrong.
There is a common misconception that brand development begins and ends with logo design…and this just isn’t true! In the modern digital world, a company’s branding extends far beyond that simple logo that you will probably agonize over for hours.
So what do you need to do to build your brand?

Logo

While a logo is not the only element of your brand, it IS pretty dang important. The first step to wider recognition for your company is creating the perfect logo to both represent your personal taste and appeal to a broad audience. It is a balancing act that can be a little difficult to overcome, and sometimes it takes trial and error! But, it’s worth every painstaking moment when you see the eventual return of all that hard work.
Visual brand recognition is about so much more than just your logo; there are at least two more visual elements that come into play with strong value in 2020.

Web Design

The first comes in incorporating your branding into your web design. Your website will often be the first interaction that prospective customers have with your brand, so making sure that you are consistent is key! Take the attention to detail and key design elements from your logo, and apply them to create a seamless experience. Color choices, layout, font, image choice…all of this is an important part of your branding strategy. If you are looking to focus on a specific market in your area, incorporating local elements into your web development and branding is going to help you see a greater return.

Social Media Presence

Your social media platforms are your third opportunity to obtain the visual recognition your brand needs and deserves. Focus on consistency in your social media management: create a posting schedule and stick to it. Create brand-specific hashtags to engage your audience, and think about what you want to portray to your followers. Do you want to put a focus on your products? Consider enlisting the help of a few influencers to aid in this marketing strategy, and invest in professional business photography. Social media is another opportunity to spotlight those local elements to appeal to your core audience.

Voice

Your voice is the final key element of your brand that you really want to give some attention to. It comes into play across all of the previously mentioned elements: your logo, your website, your social media…creating that distinct voice is going to make all the difference in appealing to your customers and standing out from your competition. Consider adding blogging to your brand-building strategy–it provides more opportunities to connect with your audience as well as benefitting your SEO!

Seek the Help of a Professional

When it comes to brand design and development, enlisting the help of a local digital marketing professional can make all the difference in the world. Take the stress off of yourself, and let the experts at Social Eyes Marketing do all the heavy lifting; we work closely with you to make sure you get exactly what you want and have the opportunity to see the greatest return for your brand.

The Basics of Public Relations

three men sitting while using laptops and watching man beside the whiteboard.

Public relations (also referred to as “PR”) is often not talked about in the world of marketing as much as it should be. Public relations is defined as a “strategic communication process that builds mutually beneficial relationships between organizations and their publics” according to the Public Relations Society of America. In other words, public relations is the voice of your brand that can create connections and build up your reputation. PR has a lot to offer a company that many people don’t know about. Public relations is not advertising, but instead, it is publicity…which is the desired goal that people ultimately pay for!

The Goals of PR

The first goal of public relations is to improve or maintain a company’s (or client’s) reputation, as well as to help build that positive reputation. Another goal of PR is focused on getting your brand and the name of your company to become widely known so that your clientele grows.
Public relations is not managed solely through social media; it targets all media platforms! In this way, your reach extends to many different audiences. The overall goal of public relations is to achieve positive publicity and create the reputation that the clients want.

The Components of PR

Public relations has many different services that fall under its umbrella. These services and features often include:

  • Brand building
  • Campaign strategies
  • Unique content
  • Media training
  • Crisis communications
  • Community building strategy
  • Advertising management

All of these different features overlap within the world of marketing.

PR Representatives

A public relations specialist has the role of making sure that your presence in the media is representing the company brand as expected. PR representatives manage the presence of your company in society and create different ways to improve your brand appearance within the media; the latter can be tricky to navigate if you don’t have experience navigating the waters! Public relations is about media and publicity, but it is also about networking and getting publicity through people sharing and posting about the brand.

Why Is PR Important?

Overall, having quality publicity and a positive media presence creates a good reputation for your brand as well as generating company credibility. By using this service, your brand is focused towards the proper target audience; something that can eventually make a large difference in your profits!
Public relations goes above and beyond standard publicity. PR can help with company crises and how to effectively communicate the complexities of these unexpected events to the public. A specialist knows the right way to approach the press on different topics that could make or break your company; if certain situations are not handled properly and with the correct use of language, then there could be unfortunate negative backlash toward your company. By having a specialist on your team, they can smoothe over ruffled feathers often with just one speech or press release.
Public relations is crucial for companies, especially larger corporations, because claims are constantly being made against them, and the job of PR is to make sure those claims don’t continue to reflect negatively on the company’s reputation. For more information on public relations, contact a highly-skilled specialist from Social Eyes Marketing today!

Case Study Spotlight: Knight Plumbing

Someone opens Knight Plumbing’s mobile site to call about a pipe repair; there’s a damaged wall with exposed pipes in the background.

Knight Plumbing has trusted Social Eyes Marketing with their digital marketing for quite some time now. When the time came for the company to upgrade to the next level through its website and ads, our team was excited to help!

Services Provided

  • Website Development
  • SEO
  • Google Ads
  • Video Production
  • Reputation Management
  • Professional Photography

The Problems

The old Knight Plumbing site, while still performing well, was a little out-dated by new standards and wasn’t converting to the ability we knew to be possible. SEO can be super tricky for “plumbing” since it is such a competitive field in Boise and the surrounding Treasure Valley area, but we wanted to see if we could also ultimately boost rankings in that department.
Meanwhile, the Pay-Per-Click (PPC) ads for Knight Plumbing were converting pretty well, but we knew that there was potential for even more conversions…as well as an extended reach. So we decided to do something about it!

Our Solutions

When building the new website for Knight Plumbing, we wanted to boost visual appeal and functionality. Our web development team really nailed it: the design is bold and authoritative, drawing attention to professional business photography and local testimonials, emphasizing the company’s community connection. While keeping our goal of a higher conversion rate in the forefront of the design plan, we focused on utilizing clear calls to action (CTA’s) throughout. We also fiercely analyzed existing SEO and used industry best practices to keep content fresh, high quality, and relevant.
When approaching Google Ads, our experts integrated the already existing, successful campaigns into the new website. They also implemented some new types of ads to aid in potential conversions, as well as utilized new tracking technology to better understand user engagement. To expand the brand familiarity of Knight Plumbing, we also implemented new display campaigns to reach a larger audience than had previously been targeted.

The Results

We think it’s pretty obvious that the results speak for themselves. Analytics show that both the number of users and their individual pageviews are consistently higher this year than they were in 2019, and appear to be following an upward trend.

Conversions are also up, with nearly 58% of converted traffic sourced through those new ads! Comparatively, the total conversions generated from direct search has dropped from 33% in 2019 to just under 9% in 2020; showing that we must have done something right to increase that outreach.


And as for those ads themselves? Their performance shows just how well our experts know the industry! The growth and increased frequency of clicks have helped cement Knight Plumbing on the maps for Treasure Valley locals.

In Conclusion

The Team at Social Eyes Marketing are digital marketing masters. From web design and development to ad campaigns, SEO to business photography, there is no finer firm in the Treasure Valley. If you think your website could use a little sprucing up or you are in need of a little PR or reputation management, contact us today and watch the results blossom!