Maximizing Your Law Firm Merger: A Comprehensive Marketing Strategy Guide
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The legal sector continues to witness significant mergers and acquisitions (M&A) activity, with many legal professionals likely to experience this transformative phase in their careers. However, while mergers can offer vast potential, navigating through them requires a robust marketing and business development blueprint.
The Intricacies of Law Firm Mergers
Mergers aren’t just administrative exercises; they’re reshaping business identities. They carry profound strategic, logistical and cultural ramifications. When two legal institutions join forces, the objective isn’t merely the merger itself but fulfilling a broader business vision.
Some firms might see mergers as a gateway to new markets or as a means to diversify practice areas in response to client needs. For others, it could mean attracting top-tier legal talent or streamlining operations. But regardless of the reason, at the core of every merger lies a critical focus: the people – both clients and employees.
Constructing a Potent Marketing Strategy: Steps to Consider
- Formation of a Transition Team: A cross-functional team ensures that every department of the merging firms aligns with the new vision.
- Clear Role Definitions: Streamline marketing roles and responsibilities to avoid duplication and ensure clarity.
- Client-Centric Approach: Recognize key clients, resolve potential conflicts, establish client relationship managers and design tailor-made service plans that accentuate the merger’s advantages to clients.
- Holistic Communication Blueprint: This involves an effective PR strategy, an internal communication plan, and a proactive social media presence.
- Collaboration with HR: Address the inevitable personnel challenges during the merger phase in tandem with the Human Resources department.
- Branding Nuances: Tackle rebranding needs head-on, ensuring a seamless transition for both firms.
- Digital Footprint: Liaise with the target firm’s web team to strategize the website transition, ensuring consistent messaging and effective redirections.
- Marketing Collateral Transformation: This includes updating or rebranding marketing materials, from business cards to printed collateral.
- Events and Commitments: Gauge overlapping commitments, ensuring strategic representation.
- Open Channels of Communication: Prioritize regular internal communication. This aids in cultivating an employee advocacy program and ensures consistent messaging to all stakeholders.
- Data Privacy and Leaks: Limit early information sharing to essential stakeholders and be prepared with press releases and statements to tackle potential information leaks.
Post-Merger Priorities
After the merger, it’s imperative to ensure:
- Effective communication regarding any departures.
- Monitoring and fulfillment of pre-merger promises, especially to premier clients.
- Employee satisfaction, as retention is pivotal post-merger.
Checklist for Legal Marketers During a Firm Merger
Navigating a merger can feel overwhelming, especially given the myriad tasks and responsibilities that fall under the umbrella of legal marketing. To help streamline the process, here’s a checklist for legal marketers to follow pre, during, and post-merger:
Pre-Merger: Preparation & Strategy
- Research and Analysis: Evaluate the target firm’s market position, reputation, client base and areas of expertise.
- SWOT Analysis: Identify Strengths, Weaknesses, Opportunities and Threats for the merged entity.
- Communication Plan Draft: Develop a preliminary communication blueprint for both internal and external stakeholders.
- Branding Strategy: Decide if a rebrand or co-brand is necessary, and if so, initiate preliminary designs.
- Digital Presence Review: Evaluate both firms’ websites, social media and other online presences to determine integration or streamlining needs.
- Stakeholder List: Compile a list of key stakeholders who need to be informed and involved at different stages.
- Prep FAQ Document: Anticipate questions that might arise from clients, partners and employees, and create a detailed FAQ sheet.
During the Merger: Execution & Communication
- Transition Team Activation: Engage the transition team and ensure roles are clearly defined.
- Client Communication: Regularly update major clients on the merger’s progress and the benefits they stand to gain.
- Employee Engagement: Ensure a two-way communication channel is open for employees to voice concerns and receive updates.
- Branding Implementation: If rebranding, start the process of logo design, color schemes, etc.
- Website Transition: Begin the process of either integrating websites or updating information to reflect the merger.
- Social Media Announcements: Strategically release merger details on social platforms for wider reach.
- Monitor Media & PR: Keep a close eye on how the merger is being portrayed in media, and be prepared to manage the narrative.
Post-Merger: Integration & Monitoring
- Client Feedback: Engage with key clients to gather feedback on the merger’s impact and any arising needs.
- Employee Integration: Organize workshops, team-building activities and training sessions to merge the two firms’ cultures and practices.
- Brand Launch: If rebranded, launch the new brand identity across all channels, including digital, print and physical spaces.
- Monitor Deliverables: Ensure promises made pre-merger are being fulfilled, from client deliverables to employee benefits.
- Website Finalization: Complete the website transition, ensuring all links, pages and domains function correctly.
- Regular Internal Updates: Keep the firm updated on post-merger successes, challenges and strategies.
- Review Marketing Strategies: Evaluate the effectiveness of marketing campaigns post-merger and adjust strategies as needed.
Mergers can be intricate, but with a systematic approach, legal marketers can ensure a smoother transition and integration. Keeping this checklist handy can serve as a roadmap, ensuring no critical task is overlooked.
Key Takeaways
- Central Focus: Every merger must center around a broader business vision and prioritize its people.
- Client-Centricity: Tailoring services to client needs and emphasizing the merger’s benefits can ensure client retention.
- Effective Communication: A holistic communication strategy, encompassing internal and external messaging, is fundamental.
- Branding and Digital Strategy: Ensure seamless transitions and consistent branding post-merger.
- Tackle Leaks Proactively: Having prepared statements and controlling information access can mitigate leak impacts.
- Post-Merger Continuity: Retention, both client and employee, is the key to post-merger success.
Law firm mergers demand nuanced handling. With the right professional leading your marketing efforts, they can transform potential challenges into successful ventures. Reach out to me for help.
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Step-by-Step Guide to Creating a Memorable Logo Online
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In today’s digital age, establishing a strong online presence is crucial for businesses of all sizes. A key component of this online presence is a compelling and memorable logo.
Logos serve as a visual representation of a brand’s identity, instantly conveying its values and essence to potential customers. With the advent of Artificial Intelligence (AI), logo design has entered a new era, revolutionizing the way businesses approach branding.
This article explores how AI-powered logo design is reshaping the landscape of online branding. With a variety of customizable templates, you can make your own logo that perfectly represents your business.
The Evolution of Logo Design
Traditionally, logo design has been a labor-intensive process that involves collaboration between designers and clients.
This often resulted in time-consuming iterations, high costs, and potential misinterpretation of the brand’s vision. However, AI-powered logo design tools have emerged to streamline and enhance this process.
How AI Transforms Logo Design
Efficiency and Speed
AI-powered logo design platforms leverage machine learning algorithms to generate logos rapidly. These platforms can process vast amounts of design data and trends, allowing them to produce a wide range of logo options in a matter of minutes. This efficiency significantly reduces the time and resources needed for the design process.
Personalization and Customization
AI algorithms are capable of understanding a brand’s unique identity and can generate logos tailored to specific industries, target audiences, and brand personalities.
By inputting key information about the business, such as its name, values, and industry, AI-powered tools can create logos that resonate with the intended audience.
Data-Driven Design Choices
AI analyzes trends, color psychology, and design principles based on vast datasets. This data-driven approach ensures that the generated logos are aligned with current design standards and are more likely to appeal to the target demographic.
Feedback Integration
AI-powered platforms often have the capability to incorporate feedback from users. This iterative process allows businesses to fine-tune the design to better align with their vision, ensuring that the final logo is a perfect representation of their brand.
Scalability and Accessibility
AI-powered logo design tools are accessible to businesses of all sizes. Startups and small businesses, which may have limited resources, can now access high-quality logo design services at a fraction of the cost of traditional design agencies.
Legal Considerations
AI-powered logo design tools often come with built-in checks for copyright and trademark issues. This helps businesses avoid potential legal complications by ensuring that the generated logos are unique and not infringing on existing trademarks.
The Future of AI-Powered Logo Design
As AI continues to advance, we can expect even more sophisticated logo design capabilities. This may include the integration of advanced image recognition technology, allowing AI to generate logos based on real-world objects and scenes.
Additionally, AI may play a greater role in broader brand identity development, encompassing not only logos but also color palettes, typography, and overall visual style.
Far beyond a mere digital platform, Turbologo becomes an economical ally, especially for startups, dreamers, and local enterprises endeavoring to fortify their brand footprint.
Powerful Tool
AI-powered logo design is revolutionizing online branding by providing businesses with a powerful tool to create compelling and memorable visual identities. Through efficiency, personalization, and data-driven design choices, AI is reshaping the way logos are conceptualized and produced.
As these technologies continue to evolve, businesses can expect even more innovative and sophisticated approaches to logo design in the future.
Embracing AI-powered design tools is a strategic move for businesses looking to establish a strong online presence and stand out in an increasingly competitive digital landscape.
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How Digital Transformation is Revolutionising Communications
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Martech Outlook | Saturday, September 30, 2023
By harnessing the power of technology while upholding ethical standards and authenticity, PR professionals navigate the digital landscape successfully and drive meaningful results in the ever-evolving world of communication.
FREMONT, CA: In this digital age, PR has evolved from simply managing media relations to a multifaceted discipline encompassing social media management, content marketing, data analytics, and influencer outreach. Digital transformation has unlocked new avenues for PR professionals to effectively engage with their target audiences. Here’s how technology is reshaping the PR landscape:
Data-Driven Decision Making
Data is the lifeblood of the digital age. PR professionals now have access to an unprecedented amount of data, enabling them to make informed decisions and measure campaign success with precision. Tools like Google Analytics, social media analytics, and PR-specific software allow PR teams to track the impact of their efforts in real-time. This data-driven approach enables continuous refinement and optimisation of PR strategies.
Social Media Management
Social media platforms have become essential channels for PR campaigns, offering direct access to audiences and the ability to engage in real-time conversations. PR professionals use social media management tools to schedule posts, track engagement, and analyse performance metrics. These tools enable PR teams to maintain a consistent online presence and respond promptly to trends and developments.
Content Creation and Distribution
Content is paramount in the digital world, and PR is no exception. Creating and distributing high-quality, relevant content is essential for building brand authority and engaging target audiences. Technology has democratised content creation, with tools like Canva, Adobe Creative Cloud, and content management systems simplifying the process. Additionally, distribution platforms, such as press release distribution services and email marketing tools, facilitate content dissemination to a wider audience.
Influencer Marketing
Influencer marketing has become a powerful PR strategy, especially on social media platforms. Technology platforms and influencer databases assist PR professionals in identifying and collaborating with influencers who align with their brand values and target demographics. This personalised approach enhances authenticity and credibility in PR campaigns.
Virtual Events and Webinars
In an era where physical events face limitations, virtual events and webinars have gained prominence. PR teams leverage webinar platforms and virtual event software to reach a global audience, hosting product launches, panel discussions and thought leadership events. These digital gatherings offer interactive experiences and allow PR professionals to measure engagement and gather valuable attendee data.
AI and Automation
AI and automation have streamlined many PR tasks. Chatbots handle customer inquiries, content recommendation algorithms enhance user experiences, and automated email marketing campaigns nurture leads. AI-driven sentiment analysis tools help PR teams gauge public opinion and sentiment surrounding their brand, enabling swift responses to emerging issues.
Crisis Management
News travels faster than ever before, and crises escalate rapidly. PR teams use crisis management software to monitor online conversations, assess the severity of a situation, and implement crisis communication strategies promptly. Effective crisis management technology is essential to safeguard a brand’s reputation.
Personalisation
Personalization is a key driver of successful PR campaigns. Technology enables PR professionals to tailor their messages to individual audience segments, increasing relevance and engagement. Personalized email campaigns and dynamic content creation are some of the ways technology facilitates this customization.
Storytelling in Multimedia
Digital platforms offer diverse storytelling opportunities. PR professionals utilize multimedia content, including videos, infographics, and podcasts, to convey compelling narratives. Multimedia storytelling is engaging and shareable across various digital channels.
Global Reach
Digital transformation has eliminated geographical boundaries for PR campaigns. PR professionals connect with international audiences without the need for physical presence. Translation software and localisation tools ensure that messages are culturally sensitive and relevant to diverse markets.
In this era of digital transformation, PR has evolved into a dynamic and tech-driven discipline. Embracing technology is not merely an option but a necessity for PR professionals aiming to make a significant impact. From data-driven decision-making to influencer marketing and virtual events, technology provides a wealth of tools and opportunities to enhance PR campaigns.
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Knowledgeable Assistant That Wears Many, Many Hats
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Developers love generative AI, because it makes their jobs easier. Marketers love generative AI because it jogs new ideas and concepts. But this is only the tip of the iceberg, as there are countless additional business use cases emerging for AI. Use cases that revolve around AI as serving as a tireless assistant for a huge range of tasks.
Business use cases are the secret sauce to AI success, as Andy Thurai of Constellation Research and I pointed out in a Forbes article published in August. That secret sauce depends on selecting a robust and expansive business use case that moves AI initiatives from disjointed sets of projects to masterful performances.
To make AI as masterful as can be, Deloitte Consulting has come out with an extremely comprehensive guide of generative AI use cases, purposeful to IT shops, marketers, CEOs, and everyone else in the business. “The use cases described in this dossier are a starting point for exploring how this powerful technology can be used to improve the enterprise today and prepare it to lead in the future,” say the team of authors, led by Nitin Mittal and Lynne Sterrett of Deloitte.
The Deloitte guide is packed full of use cases, from patient care to legal services to supply chain optimization, roles in which generative AI serves as intelligent assistants. Here are just a few of the use cases mentioned:
Customer support assistant: “Generative AI-enabled virtual agents can improve the customer experience by providing real-time, personalized support and creating new ways of interacting with customers,” the Deloitte co-authors state. “Customers can gain faster response and resolution, and organizations can free up human agents to focus on more complex customer issues.”
Virtual voice customer assistant: “More traditional chatbots can be limited because they rely on preprogrammed dialogue,” says Deloitte. “A virtual voice customer assistant, powered by a large language model, could overcome the challenges with conversational dialogue.”
Market research assistant: “Generative AI enables rapid market research by efficiently reading and summarizing extensive volumes of pertinent material, presenting the information in a readily understandable format for market research teams.”
Data mining assistant: “A generative AI system can help stakeholders across all business functions better understand the consumer by simplifying data mining and analysis with user-friendly interfaces and natural language queries. Reaching across data silos, the system can automatically identify outliers and summarize issues to guide decisionmakers to areas requiring attention.”
Regulatory compliance assistant: “Generative AI can be used to support and enhance compliance by processing large amounts of regulatory documents from multiple geographies. Text processing Generative AI can be used to extract regulations for one specific purpose from thousands of pages of regulatory texts, expediting and enabling compliance.”
Augmented developer assistant: “Generative AI can be used to supplement the work of software developers by helping create and maintain multiple applications and platforms. Generative AI can augment the completion of repetitive tasks, such as the deployment and maintenance of code across different platforms (e.g., iOS, Android, webapps).”
Procurement assistant: “Generative AI can analyze offerings from existing vendors, match to an organizational need, generate requests for proposals, and analyze the responses. Generative AI can automate the RFP and SoW writing process by generating the initial drafts based on templates, historical documents, or specific prompts provided by procurement officials.”
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I am an author, independent researcher and speaker exploring innovation, information technology trends and markets. I served as co-chair of the AI Summit in 2021 and 2022, and have also participated in the IEEE International Conference on Edge Computing and the International SOA and Cloud Symposium series.
I am also a co-author of the SOA Manifesto, which outlines the values and guiding principles of service orientation in business and IT.
I also regularly contribute to Harvard Business Review and CNET on topics shaping business and technology careers.
Much of my research work is in conjunction with Forbes Insights and Unisphere Research/ Information Today, Inc., covering topics such as artificial intelligence, cloud computing, digital transformation, and big data analytics.
In a previous life, I served as communications and research manager of the Administrative Management Society (AMS), an international professional association dedicated to advancing knowledge within the IT and business management fields. I am a graduate of Temple University.
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Jason McDonald Consulting Announces New Posts on Expert Witness Topics in SEO, Google Ads, and Social Media
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Blogging is one of those activities that remains evergreen. Although all the ‘cool kids’ are on TikTok, Instagram Reels, and even podcasts, blogs remain fundamental for content marketing.
SAN FRANCISCO, CA, September 30, 2023 /24-7PressRelease/ — Jason McDonald Consulting, a top-rated provider of expert witness services including SEO, Google Ads, and Social Media at https://www.jasonmcdonald.org/, proudly announces new posts on key topics to the informative blog. The lively blog informs readers of current issues and commentary on the digital marketing industry.
Dr. Jason McDonald, a luminary in the digital marketing sphere, leverages his vast experience and knowledge gained from teaching at Stanford Continuing Studies, authoring best-selling books, and consulting for numerous businesses in the San Francisco Bay Area and beyond. An attorney pondering whether Jason McDonald truly is the top-rated expert witness in search engine optimization.
Regarding the announcement, Dr. McDonald said, “Blogging is one of those activities that remains evergreen. Although all the ‘cool kids’ are on TikTok, Instagram Reels, and even podcasts, blogs remain fundamental for content marketing. My new blogs help lawyers, laypeople, and others keep up-to-date on key digital marketing topics.”
NEW POSTS ON EVERGREEN TOPICS
The new posts cover key topics such as the following. First, one focuses on the issue of “polite” but “fact-oriented” testimony in SEO as an expert witness. It can be found at https://www.jasonmcdonald.org/blog/2023/09/when-you-need-a-polite-but … -mcdonald/. The second focuses on Instagram threads and its potential rivalry with Twitter at https://www.jasonmcdonald.org/blog/2023/09/even-threads/. And the third focuses on the rising star of TikTok and potential expert witness services on TikTok at https://www.jasonmcdonald.org/blog/2023/08/tiktok-expert-witness-maki … ent-cases/.
Throughout, Dr. McDonald shares his knowledge of digital marketing with the lay audience. As for attorneys, however, he recommends that they reach out for a free, confidential consultation. No two cases are the same in terms of either the facts or the law, and Dr. McDonald can help a legal team get to the bottom of the facts. His methodology is fact- and evidence-based so that the legal team knows what actually happened and is then not surprised by the facts should a case go all the way to trial.
ADDITIONAL INFORMATION ON EXPERT WITNESS SERVICES
Here is more information on Dr. McDonald’s services as an expert witness, for which the timely blog posts serve as a showcase.
SEO Expert Witness (https://www.jasonmcdonald.org/seo-consultant/seo-expert-witness/) – As an acclaimed SEO expert primarily serving the San Francisco Bay Area but also catering to international clients, Dr. McDonald offers unparalleled insights on search engine optimization, making businesses stand out on platforms like Google and Bing.
Social Media Expert Witness (https://www.jasonmcdonald.org/seo-consultant/social-media-expert-witness/) – With an eagle-eye view of the dynamic landscape of platforms like Facebook, Twitter, LinkedIn, Pinterest, TikTok, and YouTube, Dr. McDonald offers expertise on maximizing marketing opportunities in this realm, making sense out of what appears as chaos to many.
Google Ads Expert Witness (https://www.jasonmcdonald.org/adwords/adwords-expert-witness/) – The world of Google Ads can be intoxicating, but Dr. McDonald, with his certified expertise, promises to guide businesses responsibly, ensuring they get the best out of their advertising campaigns without the pitfalls.
Additional information can be found at https://www.seakexperts.com/members/11579-jason-mcdonald and at https://www.expertpages.com/tulsa/expert/jason-mcdonald.
SETTING UP A CONSULATION
Attorneys and legal professionals in need of a credible voice to elucidate the intricacies of SEO, Google Ads, and Social Media can reach out to Jason McDonald Consulting by calling +1-415-655-1071 or emailing him via the website. Remote consultations are also available via Zoom, offering a seamless experience that transcends geographic boundaries.
ABOUT JASON MCDONALD CONSULTING
Helmed by Dr. Jason McDonald, a stalwart in digital marketing, the consultancy provides top-tier services in SEO, Social Media Marketing, and Google Ads. With an emphasis on coaching clients rather than just offering solutions, Jason McDonald Consulting stands apart in its client-centric approach. The consultancy also offers a wide array of resources, including books and training modules, furthering its mission to educate and empower businesses.
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University in Ireland is set to introduce a unique course on becoming an influencer
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In this age of social media, plenty of people aspire to become an influencer. Being an influencer means getting a lot of public exposure, a platform to showcase your talents and eventually making money while doing what you are passionate about. From small businesses to notable personalities, understanding the inner workings of social media sites has become essential for all to create their digital mark on social platforms like TikTok, YouTube and Instagram. Now, you can even pursue formal education and a degree in content creation and become an influencer.
According to BBC, the South East Technology University (SETU) in Carlow, Ireland, is all set to offer a bachelor of arts degree in content creation and social media starting in September 2024. It will be a four-year-long course where students will learn about business skills, video and audio editing, critical cultural studies and creative writing. The university’s website also included that the courses in the program will offer their students to study creative video, celebrity studies, psychology, data analytics, podcasting and work experience.
“The choice is comprehensive and will enable you to take on the digital world,” the website description of the course read. The university’s unique course aims to help students adapt well to the global influencer market, which is growing really fast. “Experts tell us that the global influencer market is currently worth around $21 billion,” SETU reveals in a statement, according to PEOPLE. “We know that influencing; social media marketing; digital content writing and digital strategizing are important business activities and socially vital in connecting people and ideas.”
“The employment opportunities in the digital media industry are endless. The best way to become an executive part of this huge enterprise is to transform yourself into an industry professional,” the statement continued.
The program’s director, Eleanor O’Leary revealed that the students and employers are increasingly interested in this field. “It’s an area that has a specific set of skills,” she told Irish broadcaster RTÉ, according to BBC. “It draws on existing media and PR and marketing skills, but it’s a new area in and of itself as well.”
Interestingly enough, crisis management is one of the courses offered to students in this program, where they will learn more about facing critical and unexpected situations. According to the university’s website, crises involve indispensable and unpredictable circumstances that usually transpire in workplaces and communities. This particular module aims to examine the importance of social media strategy comprising a crisis management plan. Moreover, students will learn how to develop a crisis management plan to minimize problems and address public relations issues.
The university also adds that after completing the course, students will be qualified to obtain jobs in content creation, writing, journalism, communication and more. BBC reported that the application for this program will open in November 2023. According to The Small Business Blog, there are an estimated 50 million people, who call themselves influencers online. Influencers with over 1,000,000 followers are called mega influencers who can charge over $10,000 for every post on social media. Top-ranking influencers/celebrities can make up to $1 million for one post on Instagram.
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Philadelphia Digital Marketing Agency Unveils Synergized Search Marketing
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PRESS RELEASE
Published September 29, 2023
BCC Interactive, a digital marketing agency in Philadelphia, is pleased to share the results of its newly created ‘synergized’ search marketing campaigns. According to the agency, these campaigns have helped businesses in and around the Philadelphia area generate more qualified leads and revenue.
The process focuses on pay-per-click Ads, content production, local ads, and local search engine optimization (SEO) to achieve the desired results, using tried-and-tested methods to get the most out of each tactic. Already, a number of businesses have benefited from the new search marketing campaigns BCC Interactive has begun offering. As the process continues to produce results, more are expected to follow.
Pay-per-click ads are one of the fastest ways to attract new cases, the agency asserts. In fact, BCC seeks to deliver results within 14 days with this strategy — followed by ongoing, sustainable growth beyond this period. For one, content production, which attacks organic Google results by using profitable keywords from PPC, all but guarantees an increase in traffic by ensuring that the client’s page is at the top of the first page of Google. Local Ads also aim to direct local searches to the client’s page through local service ads. Finally, local SEO seeks to ensure that the client’s pages are the most popular in local searches.
“We understand the journey of growing a business,” stated Cory Young, Founder & CEO. “It can feel like you’re running a marathon with no finish line in sight. But what if there’s a better way? There is a strong need for an acquisition engine that drives long-term results but doesn’t take forever. That’s why we designed our SEO & Content Marketing strategies specifically tailored to get you better results in less time. We partner with companies who know they need to invest in growth to drive qualified inbound leads and build a strong customer lifecycle. We have a proven track record of driving massive growth for businesses like yours.”
Every business is unique, however, and this is why it is important to come up with tailor-made SEO strategies for each business. The only way to beat the competition is with innovative marketing strategies that connect with potential clients on autopilot. BCC Interactive comes up with its own customized marketing solutions by taking a close look at each client’s industry, target audience, and competitors to get a more complete idea of what the client needs and how best to go about providing them with what they need.
The agency uses advanced analytics and market research to produce a powerful, data-driven SEO roadmap that aligns with the client’s business objectives and produces tangible results. These SEO services have helped countless businesses grow, and they are all but guaranteed to continue to produce results.
At the heart of every successful online marketing campaign is content. BCC Interactive helps clients come up with engaging, informative content that ranks high on search engines and captivates the target audience. Keyword research, search intent and creative storytelling are just three of the principles BCC Interactive uses to help clients establish themselves as an industry authority and turn visitors into return customers.
BCC Interactive is all about results, striving to produce real, tangible results for each and every client. Some have left excellent reviews of the SEO specialist on various platforms, praising BCC Interactive for completely revolutionizing their online marketing efforts.
Dr. Sara Harowitz, the owner of a private therapy practice, says about their experience with the SEO agency, “I’ve tried and spent thousands of dollars on four other SEO companies without any notable success. Not the same with BCC. My client caseload hovered about 10 clients per week for years. Since working with BCC, my practice has flourished along with my income. I am earning four times as much as I had during a 30-year-long career. My only regret is that I did not have BCC 30 years ago.”
Businesses that wish to capitalize on this opportunity are welcome to learn more about BCC Interactive on LinkedIn. The company is always looking to help businesses grow through conscientiously developed marketing strategies and currently has openings for new clients. Interested parties may get in touch with the Philadelphia SEO agency to schedule a consultation.
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For more information about BCC Interactive, contact the company here:
BCC Interactive
Cory Young
610-854-8583
[email protected]
744 South St
Suite #969
Philadelphia, PA 19147
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5 Google Analytics Reports Every PPC Marketer Needs To Know
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Like it or not, the Google Analytics 4 migration deadline has come and gone.
For someone who’s used Google Universal Analytics for the past 10 years, dealing with this change has been tough.
The previous platform provided easy-to-use reports at marketers’ fingertips in an instant.
It’s easy to have a love/hate relationship with Google Analytics reports right now.
As marketers, we have limited time in our work days.
Now, we are tasked with learning a new interface (UI) and re-creating those sacred reports, all while performing our regular duties.
In this article, I’ll introduce you to five Google Analytics reports to help you get the necessary information faster when making strategic decisions for PPC campaigns.
My favorite go-to reports will help:
- Analyze and expand audience segments in PPC campaigns.
- Expand PPC keyword selection.
- Identify successful top-of-funnel efforts to support additional budget requests.
1. Interests Segment Report
As Google Ads keyword match types have loosened over the past few years, close variations have taken over campaigns.
As a result, targeted PPC keywords are more loosely managed as Google tries to master user intent.
Because of this, understanding the behavior of our target audiences is crucial for success.
The Interests segment report shows exactly that.
In the previous Universal Analytics interface, this report was called the “In-Market Segments” report.
While it’s a bit harder to find, the Interests report can be found in Google Analytics 4.
To find this report, navigate to Reports > User > Demographic details.
The report defaults to showing data by country. To view the Interest report, click the down arrow by Country and select Interests.
This report shows the types of Interest segments (for Google Ads) of users who have purchased on your website.
The key features of this report allow you to:
- Segment by past purchasers or converters to identify the most relevant Interest segments to target.
- Sort by highest revenue or conversion rate.
- Layer relevant and converting Interest segments into existing Google Ads campaigns.
- Create new PPC campaigns targeting those segments exclusively.
2. Site Search Report
This report is useful for many reasons aside from PPC.
By utilizing this Google Analytics 4 report, you can understand how users are searching to find what they need on the website.
The key features of this report can:
- Help inform ongoing keyword strategy.
- Provide expanded keyword lists based on real user behavior.
- Identify potential gaps in expected vs. actual search behavior.
Speaking of gaps, the Site Search report can also help product teams understand if additional demands exist for the products offered.
For example, say you have a wedding invitation website that has a decent product assortment for different themed weddings.
When using the Site Search report, you see an increasing number of searches for “rustic,” – but none of the website designs have that rustic feel!
This can inform product marketing that there is a demand for this type of product, and they can take action accordingly.
To find the Site Search report, navigate to Reports > Engagement > Events.
Look for the event “view_search_results” and click on it.
Once clicked, find the “search_term” custom parameter card on the page.
A few important notes on search terms data:
- Before using this report, you must create a new custom dimension (event-scoped) for the search term results to populate.
- Google Analytics will only show data once it meets a minimum aggregation threshold.
While it’s not as robust as the previous Site Search report in Universal Analytics, it does provide basic data on the number of events and total users per search term.
3. Referrals Report
This report is highly underrated, in my opinion.
The Referrals report shows the top websites that have sent traffic to your website and if any of those users convert.
To find this report, navigate to Reports > Acquisition > Traffic Acquisition.
To view the websites from the Referral channel, click the “+” in the default channel group and choose “Session source/medium.”
The key features of this report can:
- Help identify how users are finding the website.
- Analyze high-quality vs. low-quality referral traffic to the website.
- Allow you to create a list of top referral websites.
To take your PPC campaigns one step further, try creating a new “Placements” audience and test it in a new Google Ads Display campaign.
This is a cost-efficient way to test expanding new PPC efforts responsibly because the referral websites chosen are known to provide high-quality traffic to your website.
4. Top Conversion Paths Report
As marketers, we’re often asked how “Top of Funnel” (TOF) or brand awareness campaigns are performing.
Leadership typically prioritizes channels that are proven to perform. So, they want to make sure marketing dollars are spent efficiently.
In today’s economy, this is more important than ever.
This Google Analytics report helps analyze and interpret TOF behavior.
If you’re running any type of campaign beyond Search, this report is absolutely necessary.
Campaigns like YouTube and Display and other paid channels like social media (Meta, Instagram, TikTok, etc.) naturally have different goals and objectives.
TOF campaigns are undoubtedly criticized for “not performing” at the same rate as a Search campaign.
As marketers, this can be frustrating to hear over and over.
Using the Conversions Path report provides a holistic view of how long it takes a user to eventually make a purchase from the initial interaction.
To find this report, navigate to Advertising > Attribution > Conversion paths.
When drilling down to specific campaign performance, I recommend:
- Add a filter that contains “Session source/medium” to the specific paid channel in question (“google/cpc” for example)
- Include an “AND” statement to the filter for “Session campaign” specific to the TOF campaigns in question.
In the example above, we found that our Paid Social campaigns should have been credited in more of the early and mid touchpoints!
The key features of this report can:
- Identify how many touchpoints to final conversion.
- Analyze complex user journey interactions when multiple channels are involved (especially for longer sale cycles).
- Report on credited conversions based on the attribution model.
This report can uncover necessary data to support the request for additional marketing dollars in TOF channels.
A win-win for all parties involved.
5. Geo-Location Report
This one may be a no-brainer, but surprisingly, it is an overlooked report that can help your PPC performance.
Oftentimes, once a target location is set, we tend to forget it.
Location performance is an easy setting to overlook.
If campaigns are performing well, what’s the point of changing anything, right?
Wrong!
The Locations report will show top users by city, but also revenue and conversion rate.
This is a crucial step in optimizing and maintaining performance in PPC campaigns.
I typically look for the ratio of users by area vs. the amount of revenue and conversion rate in that same area.
If a large amount of dollars is spent in a state that produces low revenue, do I want to continue spending money in a place that’s not converting?
Of course not!
Consider bidding down on those areas or potentially excluding them altogether.
To find this report, navigate to Reports > User > User Attributes > Demographic details.
In the same example of the Interests report, change the default sort from “Country” to “Region.” Or add a secondary dimension to the report.
From there, sort the report by Revenue or Conversion Rate to identify top-performing or low-performing regions.
Make sure to add a filter for specific paid media channels or campaigns if you want to segment further.
In the example above, I see that California has the highest amount of revenue and sessions.
This indicates I should, at a minimum, test increasing bids in that region because of historical high performance.
Simple optimizations such as location bid adjustments can make significant impacts over time on PPC performance.
The key features of this report can:
- Cross-reference where PPC campaigns are showing to users and the amount of traffic sent to the website.
- Identify any performance gaps based on region.
- Provide optimization recommendations for top-performing regions.
Conclusion
The five Google Analytics reports can be impactful when analyzing PPC performance.
Because they provide meaningful trends over time, it may not make sense to view these every day or even every week.
The Google Ads platform has its own robust reporting features when reviewing and optimizing campaigns daily and weekly.
By utilizing these five Google Analytics reports on a monthly or quarterly basis, performance can be viewed holistically.
It’s always important to take a step back from the “day to day” optimizations in Google Ads to better understand how PPC fits into overall channel performance.
Reviewing these reports not necessarily made for PPC can give you the upper hand in making strategic improvements that can supercharge your campaign performance.
More resources:
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Content Writer – Pedestrian Jobs
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Our Company:
We are a trailblazer in the field of accident vehicle replacements, revolutionizing the way individuals regain their mobility after an accident. With a stellar track record of 1000+ 5-star reviews from satisfied clients, we have solidified our position as the go-to provider for like-for-like accident replacement vehicles. Our unwavering commitment to excellence has earned us recognition through prestigious industry awards, including the ‘Automotive Awards 2022’ by Business Concept and the ‘Product Review 2023’ awards by Product Review. These accolades underscore our dedication to delivering top-tier products and services to our valued customers.
The Role:
As a Content Writer at our company, you will take on a pivotal role in shaping our online presence and engaging with our audience through the power of words. Your ability to craft compelling and persuasive content will be essential in advancing our mission and bolstering our brand.
Key Responsibilities:
Content Creation:
- Produce high-quality written content for diverse platforms, including case studies, blog posts, articles, social media, and email campaigns.
- Craft engaging narratives that resonate with our audience while maintaining brand consistency.
Copywriting:
- Develop persuasive and impactful copy for marketing collateral, such as website copy, advertisements, product descriptions, and more.
- Ensure all copy adheres to our brand voice and messaging strategy.
Research and Strategy:
- Conduct in-depth research to stay informed about industry trends, competitor analysis, and audience preferences.
- Collaborate with the marketing team to formulate content strategies and campaigns.
Editing and Proofreading:
- Review and edit content to ensure precision, clarity, and adherence to style guidelines.
- Proofread materials for grammar, punctuation, and overall quality.
Qualifications:
- Proven experience as a content writer or copywriter, with a portfolio showcasing your writing and content creation skills.
- Outstanding writing, editing, and proofreading abilities.
- Familiarity with digital marketing and SEO best practices.
- Proficiency in content creation tools and platforms (e.g., WordPress, Adobe Creative Suite, Canva).
- Creative mindset with the ability to think innovatively and engage audiences effectively.
- Excellent communication and collaboration skills.
- Detail-oriented and deadline-driven.
- Bachelor’s degree in English, Journalism, Marketing, or a related field is a plus.
What We Offer:
- Competitive salary and benefits package.
- Opportunities for professional growth and development.
- A collaborative and innovative work environment.
- The chance to make a meaningful impact on our brand and mission.
- Join a team that values creativity, diversity, and inclusion.
Apply today to become part of our growing team!
Carbiz is an equal opportunity employer. We celebrate diversity and are dedicated to creating an inclusive workplace for all employees. We encourage candidates from all backgrounds to apply and help us shape the future of our brand through the power of words!
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How social media influencers are changing the way real estate is sold
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Intrigued by the rising phenomenon of social media influencers venturing into the real estate domain, BuzzInContent engaged in discussions with realtors, influencer marketing agencies and content creators around the transformative impact of influencer marketing on the real estate industry, challenges posed by fraudulent content dissemination, and much more
In the dynamic realm of real estate, a seismic shift is underway as influencers emerge as pivotal players, not just in marketing properties, but in shaping the very landscape of homebuying. Gone are t
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influencers,
real estate,
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