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Digital Marketing

How to Create an Effective Social Media Page

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Are you a business owner looking to increase awareness of your products and services? Or, perhaps, you were put in charge of your company’s social media page but aren’t sure where to start? In this article, we’ll discuss the importance of creating your social media strategy, choosing the right platforms, incorporating your marketing plan, and analyzing your performance.

Define Your Social Media Strategy

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The first step in raising brand awareness is defining your social media strategy. A social media strategy helps you choose a target audience, the type of content you plan to create, and how often you will post on your social media platforms.

Firstly, you will need to select a target audience – remember that “everyone” is not a sufficient target audience. To help choose your target audience, you can consider elements such as:

  • Your potential consumer demographics
  • The type of information you want to publish
  • Your brand’s voice and goals
  • What social media sites you’re active on
  • Your intended posting schedule

In order to create a strong social media presence, you will want to create SMART goals. These are: 

Specific – is unambiguous, well-defined, and clear

Measurable – has specific criteria to measure your overall progress toward reaching your goal(s)

Attainable – not impossible to achieve and realistic

Relevant – within reach and relevant to your industry

Timely – has a clear timeline with a start and end date

Setting SMART goals will help focus your efforts and increase the likelihood of achieving your goal(s). 

With your social media team, think of goals such as how to gain more social media followers, increase brand awareness, and drive traffic.

Not only is it important to identify the type of content you will post, but also how often you will create content for your page(s). Posting often on your social media pages has the power to keep your audience engaged and draw in new followers as well. Will you post professional photography, inspirational quotes, how-to guides, tips and tricks, or memes?

Choosing content that best aligns with your company’s voice and target audience will ensure greater success for your business.

Choose Your Social Media Platforms

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The next step is to choose your social media platforms. In today’s digital world, there are a wide variety of social media channels available to help you increase brand awareness – at minimal cost too! These include Instagram, Facebook, YouTube, Twitter, Pinterest, LinkedIn, and many, many more.

Even though there are many social media platforms, it is important to select the ones where the majority of your target audience are.

Billions of people use Facebook and Instagram, therefore your social media presence on these platforms is a no-brainer. Certain types of content are usually correlated to specific social media platforms. For example, photography is usually associated with Instagram, informational videos are usually associated with YouTube, strong opinions are usually expressed through tweets on Twitter, and silly videos are mostly streamed through TikTok. 

If you are not creating relevant content that your audience can engage with, you are likely subject to wasting time and resources. Furthermore, you probably wouldn’t want to use Facebook to target Gen Z (people born between 1997-2010), as they tend to engage more on Instagram and TikTok.

Looking at current social media trends will help you stay up to date on the type of content you should be posting in order to be the most effective. You can also look at your competitor’s social media platforms to see what is/isn’t working for them.

How to Incorporate Social Media Marketing

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Now that you have selected your social channels, how will you incorporate your social media marketing strategy? 

From your different social media platforms, which will you focus on, and what type of content will you create for each one? Will you create fun videos for your Instagram stories? Educational infographics on Facebook? Or maybe silly memes to create laughter and engagement?

Whichever you choose, it is helpful to use a social media planner to schedule and plan the content and posting date of your posts, even weeks in advance. This will help you stay organized and aware of what you have posted in the past in order to prevent repeated content.

A marketing strategy also includes social media campaigns. Maybe you want to promote a new product or feature that your company just released. Or perhaps you are having a huge winter sale that you want your followers to know about. Your social media team can create a series of social media ads to enhance your digital marketing objectives and hopefully increase brand awareness and engagement.

Whatever your campaign may be, proper social media marketing will help you reach your business goals!

Analyze Your Social Media Marketing Strategy. What Isn’t Working?

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Once you have

  • 1. Developed your social media strategy
  • 2. Created your social media accounts
  • 3. Started to post relative content targeted to your audience

 it is time to analyze the efficiency of each of your social media platforms.

There are a large variety of analytics tools such as Hootsuite, Sprout Social, Zoho Social, Semrush, Meltwater, Brandwatch, Agorapulse, and Dash Hudson that can assist you in analyzing your social media pages.

These social media analytics tools measure your performance and allow you to see whether or not you are receiving new customers, getting positive reviews, reaching your target audience, and receiving engagement and conversions. You may notice that your videos get the most likes, shares, and comments – so you decide to create more videos. Or maybe you observe that your Facebook page isn’t reaching your target audience. From there, you can work with your social media team to determine what needs to change in order to reach your social media goals.

Another way to assist you in deciding what and when to post to better reach your social media goals is to complete a competitive analysis each week. A competitive analysis is an assessment of current and potential competitors in your industry. By taking a look at your competitors’ strengths and weaknesses, you will be able to solidify your social media strategy. 

How Social Eyes Marketing Can Help

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The team at Social Eyes wants to help you reach your social media marketing goals!

Creating an effective social media strategy, finding time to schedule posts, and creating the right content that will bring people to your business pages can be overwhelming. A lot of businesses don’t have the time or resources to effectively manage a social media page. That’s where we step in.

Together, we will develop a digital marketing strategy, select the best social platforms, and produce quality content to bring the most engagement and awareness to your social media site(s). We use the most current social media management tools to bring out the best results from your marketing efforts.

Take the worry and stress off your shoulders by allowing us to help you run your social media accounts. We are here to help with quality content, more engagement, and an increase in revenue!

Breaking Down Common Marketing Acronyms in 2022

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It’s a simple fact that there are a whole lot of acronyms in the business world. And with the industry being ever-evolving, it may seem as though new ones pop up every day.

All of these acronyms can get fairly hard to remember, especially since some of them are so closely related to each other. But don’t let that stress you out too much. Just keep this handy guide as a reference for whenever you need to know some of the most important marketing acronyms.

Digital Marketing

Search Engine Optimization (SEO)

SEO, or search engine optimization, consists of the actions taken to drive more organic traffic to your website. This can be done by improving the load speeds and optimization of your website, including metadata tags in your images, and posting relevant and timely content.

Search Engine Marketing (SEM)

SEM is the promotion of your website through the use of paid advertising. Like SEO, SEM aims to ensure that your website ranks higher on search engines.

Conversion Rate Optimization (CRO)

CRO is the process of increasing the likelihood that the people who visit your website will make the desired action. These actions, called conversions, can be anything from making a purchase to giving your business a call. 

CRO is accomplished by making the desired action easier to accomplish. For example, you may get rid of distractions on the webpage, strengthen your call to action, or implement a pop-up window.

Quick Response Code (QR Code)

QR Codes are machine-readable matrix barcodes made up of black and white squares. They store information such as websites, coupons, or social media profiles, and will take you to these landing pages once scanned.

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User Experience (UX)

UX is defined by the way a user interacts with or experiences the aspects of a system, service, or product. UX looks at whether an experience is enjoyable, accessible, efficient, and usable. 

Customer Relationship Management (CRM)

CRM is the process of managing the interactions between your customers and your business. CRM uses practices and technologies to measure customer behavior so that you can more accurately judge how your company is being perceived.

Businesses use data from their CRM analysis to increase profitability and stay connected to their customers.

Social Media Marketing (SMM)

SMM uses social media platforms to promote a brand’s product or service, drive website traffic, and increase sales. Common platforms include Facebook, Instagram, YouTube, and TikTok.

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Augmented Reality (AR)

AR uses technology to enhance real-world experiences with computer-generated information. This digital marketing trend gives users a unique experience with the product they are researching. 

A prime example of AR is the Home Depot app that allows users to see what different products and paints would look like in their own homes.

Content Management System (CMS)

CMSes are software applications that allow users to create, collaborate on, and publish digital content. Examples of CMSes include WordPress and Wix.

Types of Sales Interactions

Business to Business (B2B)

B2B involves the transaction of a product, information, or service between two businesses. This may occur when a business sources materials for production or seeks out advertising for a new product launch.

B2B companies include Social Eyes Marketing, which sells marketing services, and Boeing, which sells planes.


Business to Consumer (B2C)

B2C involves the transaction of a product or service between a business and its consumer. This typically occurs when a consumer seeks out a good or service that a company provides.

Amazon and Walmart are examples of B2C companies. The customer is the end user of their product.

Consumer to Consumer (C2C)

C2C transactions take place between two consumers. A person, not a brand or company, sells a product or service to another consumer. Typical examples include paying a neighbor to mow your lawn or purchasing a furniture piece off a classified ad. 

Websites such as Facebook Marketplace and eBay host C2C transactions within the digital landscape.

Key Performance Indicator (KPI)

KPIs evaluate the success of an organization by measuring its performance in various aspects. Common KPIs include revenue growth, client retention rate, profit margin, and acquisition cost. 


Cost per Click (CPC)/ Pay per Click (PPC)

CPC, also referred to as PPC, is an advertising model in which an advertiser pays a publisher each time their link is clicked. CPC is typically associated with top-tier search engines like Google and Bing. CPC will depend on multiple factors including the advertising platform, ad content, and time of day that the ad is seen.

You can calculate your average CPC by dividing your total amount spent by the number of clicks you received. Your average CPC may be different from your actual CPC due to changes in cost. 

Cost per Acquisition (CPA)

CPA is the average cost that a company must pay in order to get a customer to take a desired action. This may be in the form of a sale, form submission, or email sign-up. 

CPA is calculated by dividing the total cost of all conversions by the total number of conversions achieved. For example, let’s say that you achieved 3 different conversions at different price points; $1, $5, and $6. You would have a CPA of $4. 

Conversion Rate (CR)

CR is the ratio of conversions achieved to the number of interactions received. Let’s say that in a month you get 500 website visitors. Of those 500, 50 of them make a purchase. Your CR would be 10%. 

Click Through Rate (CTR)

CTR can be defined as the number of people that clicked on an advertisement versus the total number of people that saw the advertisement. You should aim for a high CTR, as it is used to measure the effectiveness and success of an online ad.

CTR is calculated by dividing clicks by impressions. So, if 1,000 people see your ad and only 50 of them click and follow the link, you have a CTR of 5%.

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Average Revenue Per Account (ARPA)

ARPA measures the average profitability of a customer account. It is calculated by dividing the total monthly revenue you receive from customer accounts by the total number of customer accounts you have. For example, you may earn $10,000 every month from your 8 customer accounts. The average profitability of each account would be $1,250.

Customer Lifetime Value (CLV)

CLV, also written as CLTV, is the total worth of a customer to a business over the lifetime of their relationship. CLV will differ based on purchase volume, purchase frequency, and product cost. 

CLV can be calculated as average total order amount * average purchases per year * customer retention rate. 

Return on Investment (ROI)

ROI is used to judge how well a specific investment in marketing is performing. It is calculated by net income/cost of investment * 100. 

ROI is based on the money you invest into your business and the income that you see as a result of that investment and the net profit of the business. It is not the same as profit, which is a performance measurement of the business. 

Customer Acquisition Cost (CAC)

CAC is the cost to a business to acquire a new customer. This includes research, marketing, and advertising costs. 

You can calculate CAC by adding together your cost of sales and cost of marketing, then dividing that number by the number of new customers acquired.

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Other Important Acronyms

Completely Automated Turing Test to Tell Computers and Humans Apart (CAPTCHA)

A CAPTCHA is an automated challenge-response test conducted as a way to tell if a user is a human or a computer. Typically used as a security measure, CAPTCHAs act as a protection from spam and computer automated password decryption. 

CAPTCHA security measures are easy for humans to perform, but difficult for computers to get past. Examples include identifying stretched numbers and letters or clicking within a certain area of a given picture. 

Uniform Resource Locator (URL)

URLs can also be referred to as web addresses. They specify the location of a website or other web location on the server that is hosting it. 


Hypertext Reverence (HREF)

An HREF specifies the URL of the page that a link goes to. It contains both the link, called the URL, and the anchor text, the clickable text that you see on the screen.

Inbound Link (IBL)

An IBL is a link that directs to your website from another website, web page, or web directory on the internet. This may also be referred to as a backlink. 

Outbound Link (OBL)

An OBL is a link directing from your website to another website. These are typically used to add more context to the information being provided.

Minimum Viable Product (MVP)

MVP is a marketing technique that introduces a product with basic features into the market to judge consumer interest. A finalized product will be released once significant consumer feedback has been gathered.

Making it Less Complicated

Keeping up with these ever-evolving acronyms can be a difficult process even for veterans in the industry. It’s easy to overlook or forget important aspects as you try to focus in on building out your business. That’s where Social Eyes Marketing comes in. 

Our team of dedicated content and web design professionals focuses on improving your SEO and UX so you can focus on what really matters, running your business. Don’t get lost in the confusion of acronyms, give Social Eyes Marketing a call today!

How To Decrease Online Shopping Cart Abandonment

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Have you ever been shopping online and run into a non-functional website or encountered long load times that caused you to exit the site before completing your purchase? This is an occurrence that many online retailers know all too well. It is called shopping cart abandonment.
For online retailers, shopping cart abandonment is a troubling, yet common circumstance that results from problems customers have while shopping online.


We can reasonably assume that when customers abandon carts, it is hurtful to a company. However, this isn’t necessarily 100% true. While cart abandonment statistics show when a company is beginning to produce lower conversion rates, the underlying effects of shopping cart abandonment actually highlight rewarding information that can save a business.

What Led to Shopping Cart Abandonment?

This 21st-century phenomenon has become prevalent only in the past two decades due to the rise in the number of online retailers as well as the option to complete online purchases from the comfort of your own home. Within the past 2 years alone there has been a drastic increase in the use of online shopping because of the COVID-19 pandemic that struck the world in early 2020. When this unprecedented time began, consumers were not able to leave their homes to purchase items of interest. They instead turned to the internet.


According to the United States Census Beaureu, “e-commerce sales increased by $244.2 billion or 43% in 2020, the first year of the pandemic, rising from $571.2 billion in 2019 to $815.4 billion in 2020”. This statistic demonstrates how 43% fewer consumers were shopping in person, causing online retailers to shift gears to accommodate a higher volume of transactions.

Online shoppers commit shopping cart abandonment when they visit an eCommerce store, put items in their shopping cart, then leave the site without purchasing their items. There are several reasons why customers leave an eCommerce site purchase-less. We will soon comprehensively dive into these reasons.

Why is Shopping Cart Abandonment So Common?

When customers began turning to the internet to make their online purchases, online stores had to take steps toward ensuring that their sites ran smoothly in order to accommodate the increase in shoppers. Sites that did not take the necessary steps to accommodate a high volume of customers often saw an increase in website malfunctions, which is a large reason for cart abandonment.

Since consumers have recently begun making more purchases online, web security is another important factor that can make or break a sale. If a customer doesn’t feel comfortable inputting credit card information into a company’s website, that company will miss out on the potential conversion.


However, the reasons for shopping cart abandonment are more than just sketchy websites and long load times. These are some of the most common reasons for cart abandonment a customer may have.

1. High Shipping Costs

Most times, a customer will think they are going to pay one price for the item and then get bombarded with expensive shipping fees. When online stores have unexpected shipping costs towards the end of the checkout page, many customers back out of their purchases.

Shoppers don’t like being unaware of the full costs upfront. This results in feelings of uncertainty when it is time to pay. Online stores need to take caution when luring customers in with a low price but then have high prices for shipping options because this results in a high loss of sales.

2. Bad Checkout Flow

It is common for customers to arrive at an online store with low buying intent. When they face problems on the website, they are more likely to abandon their carts because the process becomes too much of a hassle.


When customers are finished placing their chosen items in their shopping carts, they expect to go through an easy checkout process. Poor site speed can be a large indicator of an agonizing checkout page. Additionally, when websites are not user-friendly and include pop-ups, customers can easily become overwhelmed and want to ditch the checkout process in its entirety.

3. Not Enough Payment Methods

When customers are faced with too few payment options, it might result in abandoned carts. Customers will only purchase an item if their preferred method of payment is available to them.

This is why it is important to provide numerous options for payment to make it possible for more customers to complete their online purchases. The most popular payment methods include Apple Pay, Google Pay, PayPal, and Amazon Pay.

Providing multiple payment options for your shoppers can decrease the likelihood they will back out of their purchase immediately.

4. Ambiguous Return and Refund Policy

Shoppers abandon carts at the end of a checkout page when they are faced with unclear return policies. If an online retailer offers free returns, a customer will put more trust in the purchase because they know they have the option to change their mind risk-free.

If an online site is not clear on whether or not they accept returns, there is a high chance customers will choose to take their business elsewhere where they feel more secure.

Shopping Cart Abandonment Rate

Your shopping cart abandonment rate can tell you if your company’s website is too difficult for your customers to navigate, causing them to leave before they fulfill their purchase.

So, you might be wondering… How do I know my company’s shopping cart abandonment rate?

To find your average cart abandonment rate, follow the formula in the image below.


Your average abandonment rate can tell you if you need to make changes to your online store. If more than half of your customers are abandoning carts before making a purchase, it is evident that your site likely has one of the problems listed above.

How to Decrease Shopping Cart Abandonment

After all this discussion of the main reasons customers are abandoning their carts… let’s talk about how an online retailer can prevent this from happening.

There are several steps an online store can take to reduce shopping cart abandonment. This is an important step to take for any business because it can help reduce the number of lost sales that happen when shopping cart abandonment occurs.

1. Non-Transparent Shipping Costs

Being upfront with shipping costs can greatly help reduce shopping cart abandonment.

If a shopper knows they are going into a purchase with free shipping or a price that seems reasonable to them, it will not affect their purchase when it comes time for them to pay. We recommend either having a page dedicated to explaining your shipping policies, or including the shipping cost or calculator on the item’s page.

2. Eliminate Complicated Checkout Process

This is the main place where shopping carts become abandoned!

If you have found that your shopping cart abandonment rate is higher than preferred, it could be time to design a better checkout flow. There are several ways to do this.

For one, your site can offer shopping cart recovery. This means that if after shoppers place all their items in their cart and the website malfunctions or they leave, it will still remember what items were saved. This prevents the customer from having to re-add all their items manually–which could result in them leaving the site instead of going through the trouble to recover the items.


Another trick to improve the checkout experience is to implement progress indicators on top of the webpage. This will help the customers keep track of where they are in the checkout process, and remind them how close they are to completing their purchase. This reduces the need for customers to leave the webpage before completing their purchase.
Lastly, a website can offer guest checkout options instead of requiring shoppers to sign up for rewards programs and email lists. A lot of times, shoppers only visit an online store once and don’t feel the need to start earning rewards. Additionally, many people don’t like having an over-crowded email inbox. These can both be cause for shopping cart abandonment if an online retailer is requiring these for purchase.

3. One-Click Checkout

This one is plain and simple. If the checkout experience is easier, you will have better success at following through with purchases. Luckily in our day and age of technology, this is made easy with digital wallets. Just one or two clicks from your phone and you’ve just ordered an item that will be delivered to your doorstep!


Large online retailers like Amazon store user payment information making it easy to purchase items without having to retype in credit card information every time. Their ease of purchase and a wide variety of product makes them one of the largest retailers in the world.

4. Redesign Your Interface

Whether a customer is shopping on a laptop, tablet, or phone, having ease of navigation on a website goes a long way in ensuring completed purchases.

Making sure that your webpage is suitable and optimized for all platforms ensures that lost sales is an entirely preventable problem.

Want to reinvent your marketing efforts?

You always have the opportunity to update your checkout design. This can be incredibly helpful in making the checkout process easier for your customers. eCommerce stores can greatly benefit from the use of digital marketing, and luckily for you, Social Eyes Marketing is here at your service!


Social Eyes is a full-service digital marketing agency that specializes in web design, SEO, video production, and more. If you have found that your site is running slow or lacking seamless functionality, Social Eyes has the skills and tools you need to redesign your website and improve the shopping process with your customers.

Visit our website today to get in touch with our web design team to discuss how we can help you give your website a makeover!

Social Eyes Marketing Announced as a 2022 National and Local Excellence Award Winner by UpCity!


For more than a decade, UpCity’s mission has been—and continues to be—to help businesses find B2B service providers they can trust. The UpCity Recommendability Rating was developed to determine a service provider’s credibility and recommendability, giving UpCity the confidence to recommend them to the more than 2 million businesses that visit their site.

Each year, UpCity analyzes and scores more than 70,000 service providers based on their UpCity Recommendability Rating and acknowledges the top national and local providers with an UpCity Excellence Award. The results are in, and we won!

We are proud to announce that Social Eyes Marketing has been recognized as not only one of the best B2B service providers of 2022 in the Boise area, but also one of the top B2B providers in the United States by UpCity!

Jack Thornburg, VP of Organic Growth at UpCity, had this to say about Social Eyes Marketing:

“We’re proud to highlight agencies that go above and beyond for their clients. Social Eyes Marketing truly works hard to make every client feel like their only client. Their attention to detail, trustworthiness, and impact they’ve made for their customers make them a clear choice for a 2022 Excellence Award. Congratulations!” — Jack Thornburg, VP Organic Growth, UpCity

This recognition has been driven in large part by our 5-star review rating on UpCity. Here are a few of our favorite pieces of feedback we’ve received from our incredible customers:

  • “I absolutely love working with Social Eyes Marketing. They always take things to the next level for us. We hired them to host and manage our website, and in the first month they came to us with improvements that not only increase the speed and security– but they also increased the user experience for my staff and clients that use our website. They are so incredibly responsive– if I call, they answer, if I email, I get a response– and often a solution– in that same day. That is not the case with any of my other vendors– I assure you! As a marketing manager for my organization, they guys just straight make me LOOK GOOD! I can’t recommend them enough.” – Amber Lee H., May 2021


  • “​​Working with Social Eyes Marketing was so easy and rewarding. They were super helpful in redesigning my website and getting more traffic to it. I communicated all of my goals and they have done an excellent job in fulfilling them. I’ve seen a huge difference since working with Social Eyes and I would recommend it to anyone trying to improve their business.” – Zoe W., June 2020

Thank you to UpCity and all of our customers, family, and friends for showing your support for our company. This kind of love and encouragement truly means the world to us.

Learn more about the UpCity Excellence Awards.

Best SEO Tips for Attorneys at Law

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Gone are the days of advertising in the Yellow Pages to attract potential clients. People seeking legal advice from attorneys and lawyers are now relying on search engines and social media to answer the question of “Who is the best attorney near me?”

But how do you help searchers find your page without violating Rule 7.3 in the ABA’s Model Rules of Professional Conduct?


If you are an Attorney at Law or a Lawyer looking to expand your practice area or generate new leads and prospective clients, search engine optimization (SEO) should be the number one focus of your legal marketing strategy.

So, where do you start?

Law Firm SEO Strategy

The first step in optimizing your law firm SEO is to look at your law firm’s website. Specific keywords that are applicable to the legal industry and legal services that your law firm provides should be the first thing a potential client sees when visiting your site.

Proper and relevant legal jargon that fits the needs of your potential clients will streamline your law firm’s website to the top of Google’s organic search results page if used correctly.

Successful Seo for lawyers and attorneys goes beyond throwing a slew of legal keywords together, though. You need to focus your keywords towards your target audience without seeming to solicit new clients.

SEO for law firms can seem daunting at first, but once you establish who you are marketing to and what keywords will get your website noticed, you’ll be on the right path!

Know Your Target Audience

If you were a fisherman, your goal would be to catch as many fish as possible. Without specific bait, however, your fisherman’s net could fill up with a variety of unsellable fish.

As a lawyer or an attorney, the bait (keywords) you cast out on a line need to attract the fish (potential clients) that will meet your marketing goals.

Are you a divorce lawyer? An injury attorney? What type of lawyer are you and who do you want to call your office?

When figuring out what “fish” you want to catch in your net, it’s best to create buyer personas for your desired clients. For example, if you are an injury attorney, your ideal client is someone who was a victim in an accident that their insurance is unwilling to pay for.


That victim is most likely going to type “personal injury attorney near me” into the Google search engine. Google will then present the victim with the top local search results of law firms whose website seems like it presents the best solution to the search.

The best way to figure out a buyer persona for your law firm is to place yourself in the shoes of your future client. By doing so, you are better able to understand what search terms they are looking for in their online search order to find your service.

Keyword Research

The goal of developing a buyer persona is to anticipate a cluster of keywords that make your SEO efforts worthwhile. Your buyer persona holds the key to your SEO marketing and will make it easier to attract the clients you want.

Once you have a firm understanding of your target audience, the next step is to determine what words they are likely to type into their search engines.

These are the words you want on your law firm website.

If you are struggling to come up with a string of keywords, there are several free keyword research tools online that can help inspire and direct your search efforts.

With concise keyword research, you can increase the organic search results for your firm’s site by finding creative ways to incorporate these particular words into your website copy.

You should place these words into the meta descriptions of your photos and videos as well as within your blogs and any additional copy you write for your website.

SEO Campaign Goals

Now that you have contemplated who your audience is and have conducted keyword research specific to your law firm’s services, the next step is to revisit your marketing goals.

If your website isn’t already optimized with legal SEO, the best step is to incorporate your newly found/target keywords into your website text so that you can accurately assess your marketing strategy.

Next, make sure that your personal pages such as Linkedin, Facebook, Instagram, etc are all optimized with your keywords. This will help your marketing immensely because google will recognize consistency across all platforms.

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Google Analytics

Google Analytics is an excellent way to track the metrics of your SEO success. It helps you see lead generations, email opt-ins, and much more.

By understanding and tracking ranking factors such as page load time and optimization, you can better adjust your marketing tactics to match the trends and interactions on your website.

Digital Marketing Strategy

At the end of the day, your SEO strategy should result in getting your law firm to the top of Google’s search results page. There are many SEO companies that provide marketing services that can help your law firm accomplish this goal, and they usually start with these major areas of digital marketing.

Optimizing You Law Firm’s Website

When it comes to law firm websites, clients can often get lost if the web design is not clear and concise. Your first page/landing page is critical to conversions for your law firm and should be easy to navigate.

70% of law firms gain new clients through a web search. So, why not make your website as easy to use for your potential client as possible?

When optimizing your law firm website, the best place to look at is your headings and title tags. Web page titles can help visitors easily discover answers to the questions they came looking for answers to without having to read walls of content.

A more complicated but vital part of optimizing your website is to test the core web vitals of your website. This includes measuring user experience—loading, interactivity, and visual stability.

Link Building

Link building is one of the most important aspects of conversion and page ranking for your website. It is one of the core web vitals of Google’s algorithm which means that when done correctly, external and internal linking will boost your search engine rankings.

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Google ranking factors take into account how many other pages choose to link to your website and how many pages your website links to. When enough external websites link to your website, Google will rank your website closer to the top, making you the authority in your practice area.

Achieve Attorney SEO With a Blog Post

Any SEO agency will tell you that one of the most effective SEO tactics out there is to create content. This can be done with captivating social media posts, but those take a lot of time to compile.

Regular posts that utilize keyword research require time that your law firm personnel may not have. Many law firms hire an SEO company that can quickly create high-quality content that drives traffic to their law firm’s site enabling lawyers and attorneys to focus their time on their paying clients.


Whether your law firm decides to hire an expert or wants to generate content themselves, the most effective way to incorporate your local SEO for lawyers and attorneys is through blog posting.

When writing a blog post that utilizes your keywords, one of the best starting points is research. Look at what people (your buyer personas) are typing into their search engines when looking for your chosen topic.

Once you’ve seen what people are searching for, you can incorporate those questions and answers into the text of your blog. You can lace your blog with technical SEO for lawyers and attorneys that not only help your future clients but also help meet your personal SEO goals.

You can also offer guest post on your blogs as a way to build SEO for attorneys and SEO for lawyers. This is a great way to ensure that your website appears on the Google search results page closer to the top.

Google My Business Online Reviews

When you look at most law firm websites, you’re likely to find a mixture of positive and negative client reviews. Believe it or not, these reviews are included in the search engine optimization of your law firm’s website.


Obviously, positive reviews have the same impact as positive word-of-mouth marketing. The more positive comments and more reviews a law firm has, the higher the law firm website will rank on Google’s search engine results pages for your specific type of practice.

Negative reviews can also help with law firm SEO because they provide your law firm an opportunity to show that you are responsive and willing to make things right. It helps with reputation management.

SEO Success with Social Eyes Marketing

At Social Eyes Marketing, we specialize in on-site SEO, off-site SEO, and technical SEO for your law practice. Our expertise in attorney and lawyer SEO for law firms has helped connect high-quality sales leads to the best, premium law firms through our SEO services. Contact us so that we can get your phone ringing!

Amp Up Your 2022 Digital Marketing Strategy

Blue digital infographic with icons associated to digital marketing.

There are many different approaches to digital marketing strategy. For this reason, it is important for every business to develop a digital marketing strategy that keeps up with current trends and Google algorithms- that’s where we can help.

What is a digital marketing strategy?

Digital marketing is the advertising of products or services through digital technologies. While there are many forms of digital marketing, each digital marketing strategy can be customized for a particular target market.

Keeping up with trends is a full-time job in itself, but there are a few steps your business can take to be ahead of the curve and future-proof your marketing strategy.

To start, your new digital marketing plan should begin with an evaluation of what you are currently excelling at within your current marketing strategy, as well as a compilation of the factors that need improvement.
Your updated digital marketing strategy framework should include:

  • SEO
  • Content Marketing
  • Social Media Marketing
  • Pay-Per-Click Advertising
  • Google Analytics
  • Email Marketing

But which of these are the best digital marketing strategy tips?

Truth be told, one topic is not more important than the other. Each digital marketing tactic works collectively with the others to maximize your business growth.


So, where should you start?

Search Engine Optimization [SEO]

The first and primary focus of your digital marketing strategy should revolve around SEO. Essentially, this is the practice of using specific keywords and focused content to increase your visibility and page authority.

Anytime someone searches Google for information, Google will provide the results in order of the highest page authority first. Companies can pay to have their business’ landing page listed first through pay per click (which we will discuss later) but the goal of successful SEO is lead generation through optimized keywords to increase website traffic.

If your marketing efforts do not include a focus on SEO, your marketing plans most likely will not generate the results you are searching for.
To update your digital marketing strategy with successful SEO, we suggest starting with:

  1. Do Thorough Keyword Research– It’s important to know what words and phrases people are entering into their search engines when looking for a product or service similar to yours.
  2. Assess Keyword Ranking Difficulty– If there is a lot of traffic and the keyword ranking is difficult, it may be a waste of time to try to rank for that keyword. Remember, the goal is to generate more traffic, so if you can find a keyword that is specific to your business but also unique enough to drive people towards your website, you’re in the money spot.
  3. Use a Content Audit or SEO Plugin– Go through your old posts and pages to see where you can improve the verbiage and content on your page. There may be missed opportunities to add keywords that were not there before. *Note- Be careful not to stuff keywords in unnecessarily. Google will see this as a scam and your page can be punished for trying to trick the algorithm.

If you’d like more information on SEO and its impact on your digital marketing strategy, click here! Otherwise, read on for more digital marketing strategy techniques.


Content Marketing Strategy

You may have heard the myth that blogging is dead. You’ve maybe heard that it’s a saturated and convoluted area of the internet that has little to no return on investment.

This is false.

Blogging is one of the most impactful ways to amp up your digital marketing strategy.

Most marketers agree that adding a recurring blog post to your website is actually a successful strategy for your marketing campaign. The reason this digital strategy works is that with each article (when SEO focused) Google will recognize the additional content as support to your page authority.

When people search for specific keywords, the Google search results will find the pages that seem like the best experts on that topic. Predictive analytics can help your marketing team determine what keywords best fit your company, but your marketing plan needs to reflect the results.

Social media posts are another great form of content marketing that deserves its own pillar in your digital marketing campaign.

Social Media Marketing

Social media marketing strategy includes the utilization of multiple social media platforms. The more digital media outlets your company is a part of, the more potential customers you can reach through different social media channels. Social media ads increase brand awareness with each and every post, and that’s the key to this type of marketing strategy–more posts.


By providing your viewers with a steady stream of posts and stories, your business has an opportunity to engage and build a following. Constant content, that is focused on your brand, aids Google in noticing your business as an authority.

You are playing into the algorithm by being responsive and engaging with your viewers. Some companies see this digital marketing strategy as a waste of money because it is difficult to gauge the ROI of the time and resources used to create content. With over 4.62 Billion people using social media in 2022, it’s hard to argue that the number of eyes alone on your content will eventually lead to increased conversion rates.

Another digital marketing strategy within the digital media platform is to promote or boost your popular posts. Many digital channels allow you to boost engagement through a social media campaign. You can do this by sponsoring ads on social media, or simply adding content to your social media that is focused on your ideal clientele.

Video Marketing Strategy

A popular addition to current digital marketing strategy techniques is the addition of video production. The best digital marketing strategies increase conversion rate optimization by drawing attention to an informative and captivating video.

Social media has added opportunities for a variety of video marketing in the form of posts, stories, and reels. Wise digital advertising marketing tactics must include adding video to all social media marketing in order to keep up with the current trends.

Video marketing is so important to your digital marketing strategy, that it is predicted that 82% of global traffic will come from video streaming and downloads in 2022. It’s important that you only post your own business-owned media to avoid copyright infractions.


Pay-Per-Click Advertising

Paid ads are critically important to all digital marketing campaigns. It’s the most effective and efficient way to get your company in front of your target audience, though, it does require businesses to spend money in order to generate leads.

PPC ads actually work hand in hand with your SEO digital marketing tactics. While SEO focuses on free, organic traffic, PPC focuses on paid media or advertising to supplement your online marketing strategy.

How does “pay per click” work?

When a potential client searches for certain keywords or phrases, the search engine results page [SERP] will list the paid ads associated with those keywords first. This is why SEO and pay-per-click ads work together. With proper SEO, your paid media advertisements will be seen first.


The tricky part about paid advertising is that the company promoting the ad is obligated to pay a certain budgeted amount every time a viewer clicks on the link.

It may seem daunting to be financially hostage to an unknown amount of client clicks, but this is just the beginning of the digital marketing strategy sales funnel.

Buyer Personas

Many marketers make their strategic decisions based on the buyer persona of their ideal client. This is actually a key component to a successful digital marketing strategy that many people take for granted.

Buyer personas are a semi-fictional representation of your existing and potential new customers. It is an idea of who you want buying your products and what demographic of people need the services you offer.

So, how can you create buyer personas for your company?

The best place to start is by gathering information about your existing customers. What is their average age? What do they do for fun? What online channels are they watching? Is there maybe a common job title amongst your customers? Maybe your product is specific to plumbers or teachers?


By understanding who your ideal client is, you can streamline your marketing efforts towards your target audience and create content tailor-made for conversions.

Google Analytics

Marketing analytics are crucial to the development of any digital marketing strategy. The utilization of marketing analytics will help your business measure, manage and analyze its marketing performance.

When you utilize Google Analytics to help monitor your digital marketing performance, you get key insight into what is working well in your marketing strategy and what can use improvement. The valuable information gathered through predictive analytics can help you figure out how to be more efficient with your digital marketing plan. You can track bounce rates, conversions, and better understand your target audience.

Your content marketing team should be visiting a marketing analytics page at least once a month in order to reveal the pattern of your digital marketing strategy’s success. You can see where your Ads are excelling or failing and can adjust from there.

Email Marketing Strategy

Have you ever signed up for a company’s email list in order to save money on your purchase? Maybe you are a fan of a business and want to keep up with pop-up events or specials on services. Email marketing is possibly the closest marketing strategy to traditional media marketing there is.

Utilizing an email marketing strategy is a great way to build customer loyalty. This digital strategy allows your business to connect with existing and new customers by sharing marketing messages that immensely benefit your marketing campaign.


Email marketing provides your target audience an opportunity to learn about new offers and click within the email to receive those special offers that direct your client to a landing page to purchase your goods and services.

The best part is you can set up your email messages to be sent out on an automated schedule. Retaining existing customers is simple through regularly scheduled messages containing news and special offers. Getting new emails added to your email list is as easy as adding a call to action button to your website. Easy as pie!

Keeping Up With Digital Marketing

Digital marketing is an ongoing component of every business that requires time and dedication. For this reason, digital marketers turn to a digital marketing agency for assistance. These trained professionals regularly keep up with all of the latest marketing trends and implement them to increase your business growth.


A digital marketing agency strives to produce results-based marketing with digital marketing strategies. In other words, traditional marketing strategies (such as cold calling and direct mail) are generally dismissed among digital marketing agencies.

The idea is to provide digital marketing strategies through the use of an agency that is made up of digital marketing professionals with years of experience in this field.

If you need help achieving your marketing goals, we’d love to help! Digital marketing is all about finding efficient ways to reach your customers and at Social Eyes Marketing, we are experts at meeting and exceeding your business goals. Contact us for a free consultation today.

How to Make Your Brand Stand Out [in 2022]

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Every company needs a brand, but the branding process gets more complex when it comes to getting your brand noticed. Differentiating your brand from your competitors is the key to standing out rather than blending in with all the other brands out there. It is important to do research on your targeted customers to make your advertising more effective and specific. Additionally, this will help decide what platforms to advertise your brand and trends to use.

Sending a Message

First things first, what is branding? Branding is all about the message you send. It identifies the product or service that you are selling to your customers or target audience. When people think of your products or services, they should be able to visualize your branding.

Your brand should create a positive attitude and feel for customers. In this way, it will be a successful brand. There are no specific brand guidelines that you have to follow, but there are important features that you should include in your brand strategy.

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Brand Recognition

Picking out a signature color palette, packaging, and creating a brand voice are all essential to your brand identity. Coca-cola is a perfect example of a company with strong branding. Whenever we hear the name, we can easily visualize the logo design and branding that they use. Although they have a high level of competition, it is relatively easy to differentiate between Coca-Cola and their competitors.

The branding process won’t be completed overnight and it changes as your company grows and expands. This includes its logos, colors, and slogans.

Execute Complete Advertising Campaigns

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Weekly newspapers used to be the perfect place for advertisements. Now, social media is a hot spot for modern advertising. Most businesses and advertising agencies are using the same popular social media platforms:

  • Instagram
  • Snapchat
  • Twitter
  • Facebook
  • TikTok

Utilizing these sites is essential for your ad campaign and creating a target market. Depending on the age group, gender, and other demographics of the group you are targeting, depends on which social media site would be most beneficial. You can also reach out to influencers on these platforms to give your business a boost.

When you have an effective advertising message, email marketing is a great way to get your audience to your website. Marketing messages via email are extremely common because it encourages customers to click on your ads and increase sales among your loyal customers.

Since the average person opens their inbox at least once a day, this is a great way to incorporate visual identity within your brand for your customers.

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Strong Branding

Big companies are recognizable through an image of their brand logo or as soon as we hear their name. Some of these companies include Starbucks, Apple, McDonald’s, Nike, and YouTube. This is mainly due to their top-of-the-line branding techniques.

There are many techniques available to help build your brand, but here are some ways to get your brand established:

  • Narrow in on your target market
  • Develop an optimized website
  • Create a mission statement
  • Incorporate your logo in all your advertising
  • Be consistent with your content
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It is important to know your audience, market, and competitors. This will help you create targeted advertisements and a mission statement that will influence potential buyers.

Narrowing in on your target market will help create and develop a website theme which can be a difficult process, which is why most people decide to hire a professional web design company to help.

Web Design

A website is a very important part of any business. Websites are your customer’s one-stop-shop to getting to know your brand and the products and services you offer.

A web design company will have great ideas to get your brand in front of your customers! Web design includes:

  • The layout
  • Content
  • Visual assets
  • Appearance

When a potential consumer visits your site, it is the perfect opportunity to focus on selling your brand to create a returning customer.

Since a lot of people have a smartphone in their pocket all day, it is important to make sure it is your website is compatible with mobile devices to attract more people to your site when they are on the go.

Creating a Target Audience

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Part of forming a brand is marketing it to a specific group of people. Depending on the demographics of your targeted consumer, you will have to advertise your brand in a certain way. Ways to create this specific market are:

  1. Finding a need for your product or service
  2. Identifying the demographics of the group
  3. Where to locate your product

Finding a need for your business entails extensive research, data collection, studying your competition, as well as finding out the demand for your business. This can be done by conducting surveys to collect feedback from your target audience. Your customer’s demographics are determined by factors such as:

  • Age
  • Gender
  • Race
  • Occupation

This helps target an ad to a specific customer whom you are hoping will buy your goods or services.

Advertising Media

Besides social media, media advertising can come in a variety of forms such as:

  • Video Advertising
  • Audio Channels
  • Magazine & Article Advertising

Video advertising includes creating ads for television and YouTube. This combines both visuals and audio features to get the best out of the user’s experience. However, it can be costly to showcase your branding on television. Additionally, many people may lose interest when watching an ad on television so it can sometimes be unreliable.

YouTube advertising can be a short 15-second clip before and in between someone’s YouTube video or a paid “shout out” that the YouTuber to advertise. Usually, the YouTuber will advertise a product at the beginning of their video.

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Audio channels are popular due to the fact that over 90% of cars have a radio, therefore it is a great opportunity to get your brand out there. Most people will stay tuned in to a station during a commercial break on the radio. However, with the changing of times, many people do not listen to the radio as much as they used to. With subscription services such as Spotify and Apple Music, most people will listen to their own music. People also tend to zone out when an ad comes on.

Print and digital advertising campaigns are generally inexpensive ways of advertising or branding your business. Digital advertising campaigns are ways to market your brand through social media, emails, and additional digital channels. Many companies choose to advertise their brand through magazines. This is because people are generally more interested and willing to read your advertisement.

There are many forms of media advertising that are beneficial to attract attention to your brand. No matter who your target audience is, there are multiple ways to reach them through paper or digital advertising.


Although there is no ultimate guide to branding, there are certain strategies you can incorporate for better results. How people perceive your brand will make them more or less likely to buy from you.

Here at Social Eyes Marketing, we specialize in helping you create a positive brand image in order to build trust with your customers. Contact Social Eyes Marketing for all your marketing needs and more!

7 Reasons You NEED a Responsive Web Design in 2022

Multiple internet-connected devices with similar layouts on a pink and purple background.

Responsive web designs have become the gold standard in web design in 2022 for a major important reason – and it isn’t just about looks.

Looks do play a major function in the benefits of responsive web design, though.

Many business owners are still in debate about whether they should consider redesigning their exsisting website this late in the game. Afterall, their adaptive web designs have already been created and paid for.

The fact of the matter is…. You can’t put off the inevitable.

The growing need for optimized web pages means that if you don’t jump onboard the responsive web design trend, you’ll most likely be missing out on organic traffic and conversions. Meaning, your business will suffer in the long run.

What is responsive web design?

In the world of website development, there are two types of modern web design.

  1. Adaptive Web Design
  2. Responsive Web Design

With an adaptive web design, the design layout of your website shifts between devices. Web designers choose and designate different layouts for each individual device in hopes to optimize the web page for specific screen sizes.


The danger of creating these fixed and separate web sites is that not all mobile devices and desktops come in a standard size. In fact, people are now accessing the internet from their TV’s – which we all know come in a variety of sizes.

If you want to optimize your website and increase your traffic, conversions and ROI, there is extreme risk in adaptive web designs. In fact, 8 out of 10 users will leave a website if it doesn’t load properly to fit their screen.


So, unless your web developer has an infinite amount of time and resources, it is impossible to format individual layouts for each device in a pleasing way, leading your users to leave your website for another one.

This is where responsive web design comes in.

Responsive web design focuses primarily on the HTML and CSS programming languages. This means that the internal coding for your web design will seamlessly adjust to whatever screen format or design it needs to optimize the content on the page.


Rather than building separate sites for each device, a responsive web design uses a single website that intelligently adjusts its layout and features based on the device being used.

Now, that sounds like some smart web development if you ask me!

Below are 7 key reasons why a responsive web design is essential for your business.

1. Future Proof Your Website

In 2021, there were almost 15 billion mobile devices operating worldwide. By the year 2025, that number is expected to reach well over 18 billion.

That’s a lot of devices! Even more, that’s a lot of people accessing the internet (potentially, your website) in the palm of their hands.


Considering that the average household has over 10 internet connecting devices, we believe it’s safe to say that as an ecommerce business owner, the success of your business deeply depends on your website’s ability to adapt to these devices.

When using a responsive web design, new technological advancements will not be an obstacle to your business. Whatever size the viewport of a device is, by using a web developer who understands HTML and CSS coding, your website will easily flow from device to device, resizing and reformatting intuitively.

How A Responsive Web Design Works

As new devices are introduced to the world, dimensions and formatting of said devices become more complicated and convoluted.

In order to help web designers keep up with the rapidly changing size and formatting of devices, HTML5 introduced the <meta>tag. This tag enables any CSS coding to automatically resize and scale an entire website to fit any screen.

For those of us who aren’t familiar with website developer coding, this simply means that within the formula that builds your website, there is an updating system that continuously optimizes your device without the trouble of redesigning and recreating new website layouts with every new technological invention.

This also means that Google will continue to recognize your website as contemporary and as an authority because of the relevance of your site… and you want Google on your side.

2. SEO

When a website is not optimized with a responsive web design, a mobile browser will default to desktop dimensions. When this happens, the user will have to zoom in and out and adjust themselves to the screen.

This is not user friendly and has many negative impacts on your website rankings.

In terms of building your SEO, Google recommends using a responsive web design for a multitude of reasons.

  • It requires less engineering from your website developer
  • Save time and resources when it comes to Googlebots crawling your site (they only need to crawl one site vs multiple individualizes sites)
  • Reduces load time and therefore qualifies as a mobile friendly site
  • Encourages users to stay on the site longer and read your information

Most people don’t look past Google’s first page of search results. With the millions of web pages out there, it takes time for Googlebots to be able to crawl and index each and every page.

Responsive web designs are preferred by Google, and if you design and develop your site according to Google’s needs, the chances of your page being listed on the first page will exponentially increase.

It’s hard to argue with the company that provides most of the search traffic to your site.
The combination of responsive web design and effective SEO will help Google guide your desired targeted traffic to your website.

Speaking of traffic…

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3. Increased Traffic

In today’s technological environment, you could be losing more than half of your organic online traffic by having an unresponsive, fixed website that doesn’t adjust to your user’s device.

40% of people will switch to a different search result if the first one is not mobile friendly. Keep in mind that Google will register this as a bounce rate that could lower your rankings.

Google tends to favor websites that are mobile friendly and ranks them accordingly. The goal with a responsive web design is to optimize your user experience so that google ranks your website first in the search results.

A good Google ranking gets more traffic to your website, more traffic to your website means more conversions, and more conversions mean more money for you. So why not help Google rank your website by using responsive web design preferences?

4. Decreased Bounce Rate

There are many elements of a web design that affect your website bounce rate.

Slow load times are probably the number one way that websites push visitors away. In the digital age, visitors want the information they are looking for right away and waiting for a website to load is not an option.


When someone visits your website from their device, they want ease of access and consistency throughout their devices. With a responsive web design, you can ensure that your website loads quickly and is user friendly.

Because a responsive web design is already coded to fit the user’s screen, users are more apt to stick around on your site to see the information. If Google sees that people are staying on your website and clicking through instead of quickly leaving (bouncing),it will boost your rankings.

If you are noticing a high bounce rate on your site, consider hiring a professional web design and digital marketing company. They can easily help redesign and reconfigure your website into a responsive web design.

5. User Friendly

Let’s say that a user is accustomed to visiting your website via desktop.

A desktop layout with an adaptive web design will look completely different than the layout built for a mobile device or tablet. If your user is looking for a particular menu item, navigation throughout the website via mobile will feel unfamiliar and could potentially cause that user to leave your site.


Rather than building separate sites for each device, a responsive web design uses a single website that intelligently adjusts its layout and features based on the device being used.

The content on a page seamlessly reformats to the user’s device and stays consistent and fluid throughout the user experience.

6. Social Media Marketing


When it comes to social media, businesses are now realizing that times have changed. The old popular opinion about social media marketing was that it was a waste of funds with zero ROI. This is only particularly true.

Social media platforms may not be generating the actual sales, but they are a key component to your marketing strategy.

In 2022, there are now over 4.55 billion active social media users whose daily average time is about 2.5 hours. Most of these users are visiting social media platforms on their mobile device.

People expect a business to have a social media account. Without one, your business could lose credibility with future customers.

When people see your business on social media, the goal is for them to follow your links to your website. Thanks to responsive web design coding, it doesn’t matter what device the user is using- your website will load and automatically format to the user’s device preferences.

This ease of getting traffic to your website through social media can increase your ROI and conversions as long as your web design is developed properly with that responsive coding.


7. Easily Make Changes

With the old school adaptive format, web designers had to create at least two different websites (one for desktop and one for mobile). This means that when any updates need to be made, there are at least two websites that need to be updated separately.

This is inefficient and leaves many opportunities for mistakes and inconsistencies across devices. With a responsive web design, there is only one website to manage when any changes need to be made- saving you time and increasing your productivity.

Need a small change? The work only needs to be done once and then your web designer can move onto bigger and better things. As we stated in the beginning, if you future proof your website by starting with a responsive web design, the time it takes to make changes will be far less time consuming.

If you need help in restructuring your website, Boise’s top web design and digital marketing company Social Eyes can help you. Our professional web developers can take your current website and optimize it with responsive web design coding- getting you more traffic, more conversions, and an increased ROI.

You’ve “Klout” to be Kidding

Digital artwork of a woman surrounded by social media logos and internet-related images.

Once again, the Gen Z archeologists have uncovered and resurfaced yet another trend from the past and it’s changing the world of marketing in a big way.

Think I’m kidding? There was once a time when being a Social Media Influencer as a career was a funny and inconceivable thought. Now, with access to video production in the palm of their hands, influencers are utilizing this trend in a whole new way and now control the way businesses market to consumers altogether.

What is this trend I am speaking of? Well, you may remember a website and app called which was originally founded in 2008. The name was a clever phonetic play on the word Clout, which literally means influence or power.

Even though Klout officially closed down in 2018, the purpose behind this app was to analyze and determine the level of influence a business or individual had on social media and then award a score on a scale of 1 to 100. scores were a major topic of conversation that turned into competition amongst business owners. The idea being that the higher your score, the more influence or power (aka clout) you had within your field. Naturally, this should mean that a high Klout score would equal higher conversion rates and sales.

Fun Fact

How to build clout for my business?

Learn How

nfortunately, people began to realize that there was no rhyme or reason behind the algorithm generating the Klout scores. High scores were resulting in low conversion rates and the excitement behind “chasing clout” quickly dwindled.

Influence did not equal sales, making a short-lived popularity contest and a waste of company time. It soon quickly disappeared into the internet archives.

Fast forward to 2021 and suddenly, it’s a whole new ball game. A term once used primarily by business professionals has been adopted and utilized more effectively than ever before by clout-chasing social media users.

Through creative video production and engaging web designs, social media influencers cracked the code. They have been gaining clout, and people of the internet are buying what they are selling.

So, how exactly are they doing this? How is a whole generation known for eating Tide Pods gaining clout and building their business of… who knows what?

The most obvious (and most effective) strategy to building clout is through creative and captivating video production.

Accounts Reached

How Video Production Can Build Your Business’ Clout


Believe me, it’s not as complicated as it looks. Almost all major social media platforms have put the tools of video production in the hands of anyone holding a smartphone.


In fact, they’ve made it so easy that apps like Tiktok have provided the editing tools usually reserved for professionals.

Need a split screen? Press a button. Slow zoom… add that effect to the start of your video. Need to add drama with trending music?… they have you covered.

The hard part is knowing how to use each platform appropriately and effectively. This can be as simple as speaking directly into the camera of your phone with an honest testimonial or as creative as creating high quality, entertaining videos.

The goal of your videos is to persuade, inspire, or educate your viewers and most importantly, to be consistent. That is how you build clout.

Through entertainment, education, and consistency, you are not only informing the public about your product – you are also building trust.

But How Does Video Production Make You Money?

People are busy. I’m sure you’re busy too. They don’t have time to sit down and read what your products are about anymore. But add a captivating video in front of someone, and you’ve just bought a little bit of their attention.

Show them something useful as well, and you’ve earned yourself a follower. The more followers you have, the better chance you have of turning those followers into customers.

This is the key to increasing your ROI (return on investment) on the video productions and also increasing your conversation rates! It’s a win-win. Clout building through video production is making sense, right?

According to Optinmonester, 89% of video marketeers see good ROI with video marketing. This means that investing in quality video production is an important addition to your marketing strategy. Successful blogs and businesses need supplemental video.

So What Did We Learn?

  1. Clout literally means Influence or power
  2. Video production is the secret key to building clout
  3. Quality video production builds trust for your product
  4. People will buy what they trust, increasing your conversion rate

Does producing quality video for your company sound overwhelming? Maybe you have a lot on your plate and spending time following trends may be out of your bandwidth? If you are looking for help, we happen to specialize in social media video production. We can help you keep up with the trends and build a trustworthy, consistent stream of engaging video that gets your product seen and builds your clout.

The Power of Google Reviews

Phone with location and Google Review rating in hand.

It’s no secret that people enjoy sharing their opinions online. Whether it’s through Yelp, Facebook, or Google, public reviews have changed the way companies conduct business.

While some of these reviews can be lacking in merit, the impact they leave on a business remains the same. Reviews hold the power to sway public opinion and they are extremely important to pay attention to.

As a business owner, how can you place the power back in your business’ hands?

Easy. Get proactive with your business’ Google Review Link.

Having a Google Review Link has become a powerful and essential tool that, when utilized correctly, has the ability to change your page ranking, and add visibility to your web page, thus increasing your conversion rates and overall ROI.

Best part is, you don’t need to buy Google reviews. People happily leave their opinions for others to see, adding new meaning to word of mouth marketing.

How Do Google Review Links Work

When a business posts a Google Review Link, it allows customers to publicly post about their experience with a product or a company and then rank them on a scale of one to five stars.

Based on those reviews, components within Google’s search engine optimization algorithm will then raise or lower your business’ web presence/visibility.

Multiple low-rated reviews can knock your business’s web visibility from the top of organic search to the very bottom.

Multiple high-rated reviews will elevate your business’ visibility as well as build trust within your brand. This is why it is important to make sure clients are always getting high-quality products or services.

Why it Matters

Now, at the top of Google’s local search engine results page (SERP) lies the map pack. Based on the searcher’s keywords and location, the most qualified businesses will be listed first in the map pack.

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When your business receives those high ranking and positive reviews, Google will recognize your business as an authority in your industry.

Because the map pack only reserves three to four spots for the best businesses, it is pertinent that your business be one of them. Businesses with superior reviews are easier to find on Google. Customers who want to find the most highly touted business in that specific niche are more likely to find it if Google review ratings are high.

The business will often have a plethora of 5-star ratings, but a good Google review score is usually between 4.2 to 4.9. Businesses that have a review rating of 4.2 or higher are much more likely to end up in the map pack of nearby businesses that fit best for the customer.

Google’s algorithm analyzes review quantity, velocity, and diversity as the most beneficial characteristics that boost search engine optimization.Incorporating SEO strategies in unison with your Google Review Link will help your business reach the top of the map pack, meaning more exposure which will result in more clients and more profit.

According to a survey done by PeopleClaim, 70% of people consult reviews before purchasing a product and those customer reviews create a 74% increase in product conversion.
This ultimately means that a major part of your marketing strategy is out of your control… or is it?


Place the power back in your hands.

Respond to Feedback

You’ve heard the phrase “There’s no such thing as bad publicity.” Well, the same is true for situations such as this. You can’t control who decides to leave a review of your product or company. You can, however, use the free feedback as a marketing tool for your benefit.

The trick is to turn all reviews into a positive productive experience.

Paying attention to Google reviews can give businesses a competitive advantage. Google’s review links give feedback to a business, providing them with information on what they could do better to make the product or service a more enjoyable experience.

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Think of these reviews as a free ongoing focus group. People are willing to provide feedback at zero cost and every review is a clue as to how to increase your sales.

From a business perspective, it is better to respond to the review to keep your online presence up to date because Google boosts businesses that are active online.

Businesses with a lot of reviews instill trust for potential clients because it proves that other people also have trusted your company before.

How to Respond to Negative Reviews on Google

Unfortunately, at some point or another, a time will come when a customer will write a negative review. Whether or not the review is true, the damage a negative review has is all the same.

You may have the desire to disregard the negative review in hopes that the positive reviews will outshine the bad. Generally speaking, it’s a bad practice to ignore or try to remove Google reviews.

A better solution is to address the negative review head on!

But first…

Confirm It’s Real

It isn’t uncommon for people to leave fake google reviews for a business – disgruntled former employees or customers with a personal vendetta are just a couple examples of this kind of occurrence.

Sadly, once the words are out there for everyone to see, it doesn’t matter whether the accusation is true or false. It’s now time to do some damage control.

In situations where the review is obviously false or clearly written by a former employee, Google Reviews and others like it offer an opportunity for businesses to flag and dispute the review.

On the occasion that there is truth to the negative google review, well…that’s great news! You now have an opportunity to address the problem publicly and most importantly, make it right.


When responding to the reviewer, you should be considerate of their complaints, acknowledge the validity of their experience, and then own the solution. Offer a solution or better yet, ask them how you can rectify their experience.

Owning a problem and then fixing it shows the culture and character of your business. It shows that your business is a place that values all its customers.

If you only respond to positive reviews, people may get the sense that you are avoidant of customers that had issues with your product or service.

Responding to negative reviews shows potential customers that you are there to help in any way possible and listen to their concerns. It shows that you are willing to evolve and improve upon your products and customer experience.

Resolve the Issue

In other words, follow through. Whether this is a replacement of a faulty product they received, a free service you offer, or a refund, make sure that you honor your commitment.

Not only will this reflect positively on your business values, it will also create trust with people reading the reviews. Remember, you may have lost that initial customer, but someone reading the situation may be willing to give your business a shot based on your efforts.

Once the issue has been resolved, you can then ask them to consider editing their review. Reviewers have the option to go back in and edit the review and rating they gave you.

If your business needs help, the Social Eyes Marketing team can help!


More Reviews, More Business

It’s simple. The more positive reviews a business receives, the higher it will climb on Google search pages. Once your business is at the top of the search results page, traffic to your website will consistently increase!

Social Eyes Marketing has search engine optimization experts to help you get more reviews, clicks, and customers. If you’re looking to get your website to the first page of Google, contact our team today!

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