How to Perfect Your Marketing Strategy in the Age of Streaming Services

How to Perfect Your Marketing Strategy in the Age of Streaming Services

Posted on Friday, October 9th, 2020 at 1:43 am    

The COVID-19 pandemic has changed a lot of things about our daily and social lives.

The shift in staying away from large social gatherings and remaining socially distant has forced many people, and industries, to adjust. One of the most glaring examples is how consumers have changed the mediums through which they view TV. While some forms of media have excelled in this new environment, the traditional TV industry has not been one of them.

It’s not that people don’t watch television anymore, it’s just that the manner in how they consume it has shifted. Cable, satellite, and telecom TV providers have already lost plenty of clients and are poised to lose even more subscribers in the upcoming years.

So what does all this mean for your marketing strategy?

It means you should be prepared to shift your strategy and adapt to today’s (and tomorrow’s) platforms that will not only be more beneficial than your traditional television platforms, but better targeted to the audiences that you need to reach.

However, before we discuss how to build an effective marketing campaign for your business. Let’s delve into the analytics of cord-cutting.

Cord-Cutting Data

According to Emarketer.com, by the end of the year, the historic shift in cable cord-cutting will result in:

  • 31.2 million U.S. households will have “cut their cable TV cord” in aggregate.
  • 6.6 million households will cancel their pay-TV subscriptions.
  • By 2024, more than one-third of U.S. households will have cut the pay-TV cord.

The Streaming Shift Trend

In 2019, Forbes reported that more Americans were already paying more for streaming services than cable. Among the rising trends in their report was data that showed that 69 percent of consumers pay for an internet streaming service video, while only 65 percent of consumers pay for enhanced traditional TV subscriptions.

These numbers highlight a significant increase from the 10 percent of consumers who subscribed to streaming services in 2009.

Developing a Winning Strategy

Now that we have gotten the gist of how streaming platforms have become the future of how people consume television, it’s vital to consider what marketing and content strategies will work best to help your business excel in this changing environment.

While ads on traditional TV and cable networks are prevalent today, streaming services have also begun to support digital ads. From Hulu to YouTube and everywhere in between, companies are now using these platforms to showcase their goods and services.

So how can your business begin to take advantage of this new streaming frontier? Consider these tips brought to you by the digital marketing experts at Cobalt Digital Marketing:

  • Create original, exclusive content that consumers won’t find anywhere else.
  • Be versatile enough to sell a wide range of products to your customers. It’s easier to retain old customers than acquire new ones, so with that in mind, cross-selling your business products or information is important.
  • Appeal to different segments of your customer base. If the data shows that specific customer demographics are drawn to and purchase particular products more frequently, then you can begin to create content and ads that appeal to that segment. You can then create other content to reach your other target groups.
  • Stay true to your vision statement. In a world full of copycats, nothing works quite as well as originality and being transparent.
  • Outhustle your competition. If your competition isn’t making content campaigns for streaming services, now is the chance to get a leg up on them before they do. Create brand awareness, visits to your website, social media, and pay-per-click ads on your dynamic inventory by embracing the streaming medium before they do.

Aligning yourself with a digital marketing agency that knows how to build skip-stopping video streaming content can be a wise investment for your company. Working closely with the right digital marketing team to formulate a complete and quality strategy that will allow your business to take full advantage of these new streaming mediums is the way to go.

Are you ready to take advantage of streaming platforms by enhancing your digital ad opportunities? The experts at Cobalt Digital Marketing have developed the Cobalt Formula™ to maximize your customer demographics and give you a great return on your marketing investment.

 

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SXSW: A Digital Marketer’s Dream

Posted on Tuesday, March 12th, 2019 at 12:59 am    

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Our very own Moe Piña is out at SXSW, soaking up plenty of knowledge, expertise, and just a little bit of fun.

In today’s post, we’re taking a look at some of the weekend’s most intriguing sessions relevant to digital marketing, and exploring how what we learned will build upon our Cobalt Formulaᵀᴹ.

Foursquare + TechEthics: Creepy, Cool & In-Between

After a detailed discussion from Dennis Crowley of Foursquare reflecting on how its “check-in” technology has evolved over the last 10 years, he and tech journalist, Laurie Segall, explored the ethics behind data collection.

While all of this information was fascinating, what this particular session uncovered was a multitude of different advantages marketers can benefit from when using location-based ads in their digital marketing campaigns.

To maximize results, location-based search engine optimization is crucial to creating ads and content that target specific customers online — a.k.a. your audience. It can be based off information collected anywhere during their journey through the sales funnel and categorized, creating a database of customer information that can be used to create specific ads or content to entice that demographic to make a purchase.

The new thing that we learned at the session, however, is that we can use Foursquare data to improve specific customer experiences when they physically go to a brick-and-mortar establishment including getting product recommendations based on their needs.

So what does all of this mean for our clients? The best part about this revelation is that, if done properly, a customer can visit your store with the item they need already in mind, while also being presented with additional items they may need in the near future – ultimately increasing your sales.

What’s New With Foursquare

Foursquare is developing a prototype that gives a real-time, bird’s eye view of places and events near you that are trending.

Exactly how it works is quite innovative.

Foursquare understands how phones move throughout the world quite well. So well, in fact, that your own personal privacy is safe. The feature will not reveal personal identification, just what’s trending based on how many phones are centralized in a sanctioned area.

Moe actually got a chance to beta test this feature at SXSW over the weekend.

Think about it. Once this goes live, if your business is booming and attracting a lot of customers, this feature may pique the interest of others, driving them to your business to see what all the commotion is about, increasing your sales in the process. Couple that with some positive, reliable online reviews, and you’re set.

Artificial Intelligence is Your New Design Material

This eye-opening session explored the usefulness of assistive-technology in creating design – and boy were we impressed. Josh Clark spoke about how user experience and product design in AI is critical in defining what comes next in digital marketing.

This particular session highlighted how to use AI-generated content, interactions, and insights to conduct everyday business. The ability to recognize speech, learn, plan, and problem solve is something that AI has mastered as of late. One big industry for upcoming technology that would embrace AI would be the self-driving car.

Needless to say, this session gave us some ideas. Not only can we make our existing Cobalt Formulaᵀᴹ better, but we can also develop new services that can greatly improve user experience and, through artificial intelligence, improve the look and design of websites based on data that shows what is proven to work.

Of course, this data would all be collected and implemented by AI.

While simplicity is key with this emerging tech, implementation can be complex. That’s why you’ll want quality support to implement these tools in your digital marketing campaigns.

RIP Websites, the End is Nigh

This session was, admittedly, a little frightening to witness. As the title of the session suggests, Alex Spinelli, CTO of LivePerson, explores how “the website” may meet its gravely end at the hand of smart speaker devices like Alexa and artificial intelligence, otherwise known as conversational commerce.

Spinelli has worked with a lot of top industry brands like AMEX, Citibank, and T-Mobile to name a few, and from all the insights he recovered from working with them, he is confident that conversational commerce will one day seize 90 percent of industry sales.

And he’s right. When we look at how far smart speaker devices have come and what they are capable of, everything is pointing into that direction. In one of our recent posts, we explored how voice search would start to become more popular with estimates showing that by 2020, 50 percent of all searches will be done by voice search, and 30 percent of web browsing will be done without a screen.

That’s why optimizing your websites not only for mobile but for voice search is also imperative if you want to stay above water. Failure to accomplish this means missed opportunities to build relationships with potential customers and losing authority in your particular niche.

Luckily for our clients, we’ve already started working that process into our Cobalt Formulaᵀᴹ.

Is Social Media the New Fast Food?

During this session, four social media professionals and digital marketing speakers (Amy Moussavi, Zihla Salinas, Melanie Shreffler, and Alphonzo Terrell) wondered if social media will experience the same decline in relevance as many vintage fast-food chains are facing among younger consumers, who are instead opting for healthier, more cost-effective alternatives.

The four explored what the future of social media could become, questioning:

  1. What is healthy content?
  2. What are the ethical responsibilities for creating “healthy” content?
  3. How will it affect engagement and ROI?

The statistics that were highlighted in this session raised a few eyebrows:

  • 21 percent of young people cannot go an hour without checking their social media.
  • 70 percent think that social media is making people less social.
  • 37 percent have taken a “digital detox” (.i.e. where someone refrains from using a smart device in order to stay away from social media).
  • 46 percent have temporarily deleted social media.
  • 36 percent permanently deleted their social media.

On the other hand, it appears as is social media still has quite a grip on users.

The ever-popular, Snapchat, boasts a 95 percent satisfaction rate among users. Snapchat is still a big medium to use for digital marketing as over 188 million active daily users are on the app. Instagram has over 500 million daily active users.

You can rest assured that as “healthy content” becomes more purely defined, Cobalt Digital Marketing will implement it into its already proven social media strategy.

Designing for Films at Pixar Animation Studios


While Pixar animation isn’t really a part of digital marketing, a lot of value was taken from this wonderful session, particularly learning about their creative process.

For some of their characters, they designed elements that complemented them. For example in “Up,” every design element was based on Carl. In other films, they all had their unique design sets based on characters.

The three speakers (Paul Abadilla, Joshua Holtsclaw, and Deanna Marsigliese) reflected on the creative process they took in creating a scene in Incredibles 2, and it got us thinking: “Why can’t we use that same creative process to create websites that really stand out?”

This session has inspired us to consider many other different aspects about web design that we overlooked beforehand, and with a renewed vigor, we look forward to creating websites that catch users’ eyes and solidly captures your brand’s identity.

Ready, Set, Action! Building for Google Assistant

This session was quite a treat. Four speakers from thirteen23 (Morgan Gerber, Tom Hudson, Laura Levisay, and Max Wade) discussed Google Home’s great functionality and improved customization.

But the value that we got from the workshop was in learning how to create our very own Google Assistant Action, along with the best practices. They even taught us how to create our very own horoscope with it, but we decided to ditch that and create a test project bot that referenced one of the restaurants we run digital marketing campaigns for. That’s when the ideas began to flow.

Imagine creating a Google Assistant Action for visitors trying to book reservations at a restaurant or what if we created a bot that could update clients on their legal cases. These bots can make a big difference in how information is input or retrieved for our clients, and that is something that we are DEFINITELY looking to perfect and implement into our Cobalt Formulaᵀᴹ.

Thanks to SXSW, Our Cobalt Formulaᵀᴹ Just Keeps Getting Better and Better.

Can you believe we learned all this over just the weekend? That’s right. There are still four more days left of SXSW, which means plenty to learn and absorb, so we can provide the most up-to-date digital marketing for our clients.

Make sure to keep an eye out for more blogs as we cover SXSW 2019.
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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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Twitter is Changing It up for The User’s Benefit

Posted on Tuesday, June 19th, 2018 at 5:27 am    

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Twitter recently announced that it will be making changes to certain features in an effort to improve user experience.

The company listened to user feedback, particularly about Explore, Search, Notifications, and Moments. Changes can be expected to roll out within the next few weeks to months. We here at Cobalt Digital Marketing have reviewed the changes and we think it may be a refreshing change to an aging social media platform.

Let’s Discuss the Changes

According to Keith Coleman, Twitter’s VP of product, Twitter has been working on how its users “discover all the information around news, events, and stories…”.

If any of this sounds familiar, it’s because Twitter has experimented with all of this before but just not in as broad a way.

[bctt tweet=”According to @hootsuite there are 330 million monthly active #Twitter users in the world. #CobaltDigitalMarketing” via=”no”]

Explore

The Explore tab is currently organized according to content enjoyed by the user. With the new updates, this feature will now organize by topics instead of by content type. This change comes in an effort to customize the way users read news.

twitter

Source: www.thesun.co.uk

Search

Beginning sooner than you think, this feature will bring related news, events, and stories to the top of your search results. Gone are the days of digging deeper and deeper into the search results to find something relevant to you. Now, with a quick search, you’ll be able to find out more quickly and efficiently.

Notifications

Something else Twitter is cooking up with this change is on its “Happening Now” feature. Twitter will be adding a personalized breaking news section to the top of your timeline.

Twitter will also be improving this feature by adding to the breaking news notifications alerts based on your Twitter activity, keeping you in the know about the latest news.

[bctt tweet=”According to @hootsuite 58% of Twitter said that they used the app on their mobile devices last month #Prepare4it #CobaltDigitalMarketing” via=”no”]

Moments

Lastly, navigation through Twitter’s Moments feature will be made easier. Where at first you had to swipe horizontally through Moments, the update will now switch it to a vertical swipe.

To keep in the spirit of the other changes, Moments will now reflect a recap timeline that shows you relevant tweets you may have missed. To add to that, this feature will show the latest tweets along with top commentary so that you can stay in the know on what other people are talking about. Live video will also be there too.

Follow Cobalt Digital Marketing on Facebook and Twitter for the latest developments in everything digital marketing.

 

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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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Don’t Feed Into the Hype: What Facebook’s Latest Changes Mean For You

Posted on Wednesday, January 31st, 2018 at 12:40 am    

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Facebook has (un)done it again. They’ve changed their algorithm for the…better. That’s at least according to CEO Mark Zuckerberg.

Speaking about FacebookZero, which brings a significant change to Facebook’s News Feed, Zuckerberg stated, “We want to make sure that our products are not just fun, but good for people.” This big-hearted approach will reprioritize the News Feed to emphasize posts, videos, and photos from friends and family. This means content from publishers and brands will take a back seat to “meaningful interactions between people”, as per the CEO.

This change comes on the heels of Facebook working with a number of researchers to uncover the effects of what is known as “passive content” (i.e. videos and articles that don’t encourage community engagement). Internal and external research concluded that the original intent of bringing friends and family together had been overtaken by posts from brands and media companies – essentially having a negative effect on users’ emotional well being.

And so Zuckerberg and his team want to change that.

Naturally, this leaves businesses and brands somewhat out in the cold. As one of the world’s largest digital content distributors, anything that affects the digital marketing world is going to affect businesses. While there are a lot of potential consequences that can occur as a result of this change, it’s still a bit early in the game to see exactly where all the chips are going to fall.

But that doesn’t mean it’s too early to start planning for the road ahead. For starters, your digital marketing team (or personnel) need to have a keen eye for the movements occurring within the industry. Staying current with trends and changes to social media platforms (like Facebook’s other new change, Facebook Local) are absolutely vital to staying ahead of the curve.

Or you can always get help from the digital marketing extraordinaires at Cobalt Digital Marketing. We do not believe this is the end of the digital marketing world but rather a new, exciting phase that will bring about plenty of opportunities for companies to truly build better relationships with their audience. Here at Cobalt Digital Marketing our experience and intuition (and tons of meaningful data) tell us that:

    1. Meaningful interactions and content are still kings.

This has always been a top priority for us here at Cobalt Digital Marketing; creating meaningful content that our audience can engage with in a positive manner. Spammy, clickbait-types of posts have never been our forte, and now it appears that our desire to provide quality over quantity will better serve our clients than ever before.

The importance of actual engagement with content (i.e. comments and discussion) is definitely going to grow in the upcoming months and years to come. That’s why your business will need to meaningfully cultivate a community on Facebook rather than just post product after product. You’ll want Comments, Likes and Shares, not just clicks.

    1. Influencer Marketing is going to be important.

This may be a bit more challenging to parlay, but with the proper data and tools at your disposal, you can align your brand with an ideal consumer base and work with a niche influencer to help you meet your brand objective.

Because of the algorithm changes that will be rolling out, Influencers won’t be as affected as media outlets and businesses. Their value is going to increase while marketers and businesses figure out the shifting landscaping.

Frankly, this is the direction we, as marketers, need to be moving in anyway. Generation Z has been raised in the digital era. They idolize social media famous teens from Vine, Snapchat, YouTube, and Musical.ly. In fact, according to a Nielsen study, influencer marketing provides 11x ROI!

Take the first step by identifying potential digital influencers that your customers would identify with. Begin to engage online or reach out to them for quotes to include in your content.

[bctt tweet=”By 2020, GenZ will account for 40% of all consumers. @fastcompany #influencermarketing ” username=”cobalt_digital”]

Your Facebook Page is still vital.

Consumers expect you to have a strong digital presence including a Facebook page. They will look up your business to find out more or to get in touch when the need arises. Followers will still have the option to see your posts if they select you to “See First” in their News Feed preferences. This will require you to be upfront and ask customers and Facebook followers to do so. While you’re at it, you should also request they review your business, which will also benefit you on the Facebook Local app.

Just make sure to offer an incentive to really get them motivated to follow you. Continue to provide content that they will want to see. Become a valued source of information for your industry. Contests, discounts and special deals also generate excitement.

    1. Be wary of “engagement bait”.

Engagement is going to be vital to keep you in front of your audience, but the flip side of that coin is that you’ll really need to avoid spammy posts that ask users to react or comment to them. You’ll end up getting penalized for doing so.

Like always, your best bet is to make honest, fun, engaging, authentic posts that will create true interaction without the need to ask for it. Find your company’s voice and personality. Get creative and have fun! This can be a challenge but, if you need help, our expert content creators are Cobalt Digital Marketing are amazing at really reaching targeted audiences.

    1. Facebook Groups are going to make a big come back.

Facebook was built on the ideal of community, and while we all might have gotten a little away from that original intention, it looks like it is coming back in a big way. This is especially true for Facebook Groups as it has been revamped to function off audience engagement and will improve the ability for users to connect with others who have common interests. If you don’t believe us, just search for Essential Oil or InstaPot groups!

[bctt tweet=”@Facebook groups have over 1 BILLION users. @socialmedia2day #socialmedia #marketing ” username=”cobalt_digital”]

For businesses, this means creating meaningful content that speaks to a given community and helps to build it, rather than merely sell to it. Again, quality content and interactions are kings.

    1. Master Facebook ads if you haven’t already.

Organic reach was already on a downslide in recent years and this newest modification to Facebook looks like it’s going to increase those challenges for businesses and brands. There’s a general understanding that businesses will soon need to beef up ad budgets (and abilities) to get in front of their target audience.

Utilizing data to make the appropriate campaign choices are going to be as important as ever, so make sure you have a quality social media marketer on your team…or depend on Cobalt Digital Marketing.

Digital marketing is all about getting the right message in front of the right people.

Change happens. Whether it’s Facebook or Google updating their algorithms, staying on top of the industry is what Cobalt Digital Marketing does best.

 

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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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What A Time To Be Alive! The New Facebook Local App And How It Can Change Your Small Business

Posted on Tuesday, January 16th, 2018 at 2:20 am    

[et_pb_section fb_built=”1″ _builder_version=”3.22″][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.0.74″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”]Facebook just dropped another (potential) game changer – Facebook Local. While technically Facebook Local is a revamped version of previously released app – Facebook Events – the new model looks to overthrow mobile apps Yelp and FourSquare to become the premier standalone events app.

Rather than focusing only on “events”, you’ll now have the option to discover new bars, restaurants, and nearby attractions drawn from Facebook’s robust 70 million business pages. The app’s homepage showcases potential options to try and highlights locations where your Facebook friends visit. There’s also a Discover tab that feeds you top suggestions and popular locations, as well as a Calendar option that shows you all of your Event invites and RSVPs, which also allows you to import your phone’s calendar so that you can have all of your appointments in one location.

[bctt tweet=”The new #Facebook #Local app is here! Is your business on it? #CobatDigitalMarketing can help.” username=”cobalt_digital”]

Facebook has stated that the Facebook Local app will benefit users by:

  • Keeping them current on the latest upcoming events and activities of friends in their local area
  • Allowing users to find new activities while on the go or for upcoming trips
  • Allowing users to explore the city and neighborhood they are in
  • Making a calendar of events easier for users to access

For small, local businesses, the new Facebook Local app really looks to be the perfect platform for you to showcase your business and services without all the clutter, newsfeeds, and options the original Facebook has. As essentially a new search channel and directory, you could reap the benefits of really developing your brand on the app, especially as it begins to grow. If you’re looking to begin taking advantage of Facebook Local today, consider the following information brought to you by the good folks at Cobalt Digital Marketing.

  1. You’ll need to stay relevant on Facebook and update any “events” as they occur.
  2. One of the biggest issues that businesses generally have is finding the right team member that can adequately curate and update social media profiles. Things won’t be any different for Facebook Local. Plus, ranking is going to be based on your business’s popularity with Facebook users your customers know (not strangers). That means if John and Jane aren’t content with your business and leave a bad review on Facebook, then “Friend #3” is NOT going to be hearing about you.

    The importance of responding to frustrated (or satisfied) clients through your businesses social accounts is as essential as always, and Facebook Local will go a long ways in reinforcing the importance of positive reviews and having a system in place to prioritize them.

    [bctt tweet=”Positive reviews from customers produce an avg increase in sales of 18% #PleaseYourClients” username=”cobalt_digital”]

    Aside from dealing with customers and providing a great experience, you’ll also need to maintain a calendar of events and ensure that your customers are aware these things are happening. Don’t forget this also means promoting your local event with a captivating title and description that is going to draw in potential customers. Facebook Local can be an awesome tool in the right hands but you can’t have any “butterfingers” handling responsibilities.

  3. Business descriptions need to really shine and your information needs to be accurate!
  4. Look…it’s simple. Wrong Information is Bad for Business!

    With nearly 90% of local consumers who search for a business on a mobile device calling or going to that business within 24 hours, it can be an absolute horror show if your Facebook listing information is inaccurate or complete.

    As previously mentioned, not every business has social media or tech-savvy personnel that can make sure that this info is correct. But you should know that your business name, address, phone numbers, and hours NEED TO BE correct at all times.

    Another key element is going to be business descriptions. They’ve always been important but are going to become even more vital to drawing in business on Facebook Local. An engaging but concise description is absolutely necessary to highlight the best features of your business, as well as to draw attention to any events. Your About section should also include specific keywords as Facebook Local will be able to differentiate between “cafe” and a “cafe that specializes in cappuccinos”.

    This information is drawn from your Facebook Business page so whether it’s a post, updated information, or an event, you need to make sure that it is always in your brand’s voice.

  5. Ask to be the popular kid in town and get those check-ins.
  6. There should be no shame in your game; encourage clients to check-in whenever they visit your business and consider offering discounts, rewards, or some sort of benefit for doing so. As Facebook Local allows customers to search out specific types of restaurants, bars, and businesses, the more check-ins and positive reviews you have, the higher ranking you’ll receive.

    Make checking into Facebook a habit whenever customers come to visit your business.

    [bctt tweet=”Want more #Facebook check-ins? Offer an incentive like discounts or rewards! #DigitalMarketingTip” username=”cobalt_digital”]

  7. Don’t forget to actually hold events.
  8. An app aimed at highlighting trending events and social activities works best when you do just that. Of course, events don’t have to necessarily be the traditional style (but you should do those too); sales events, new product launches, themed-events (especially for bars), and the likes will work will wonderfully to increase your visibility to potential customers.

    The more frequently you are able to host an event or sale, the more often you will appear as what is popular in the local area.

Facebook Local looks to make 2018 an amazing year for digital marketing. Get a head start on your competition and let Cobalt Digital Marketing help you take full advantage of the future.

GET SOCIAL WITH US and we’ll help to make 2018 a record-breaking sales year for your business! If you’ve found this blog helpful we’d love for you to like, comment, share, post, tweet, and/or retweet this blog. Or if you’re ready to get the ball rolling then contact us today and let us turn your dreams of social media domination into a reality.
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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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‘Tis the Season To Be Jolly (And To Get Your Digital Marketing Hustle On)

Posted on Tuesday, November 14th, 2017 at 3:56 am    

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The holiday rush is here. The streets (and digital avenues) are full of holiday shoppers searching for that perfect gift.

 

Holiday e-commerce sales are set to see a 10-percent year-over-year growth rate with retailers and e-commerce businesses experiencing the single biggest days of sales on the 22nd and 23rd of December. This means there’s still a bit of hope left for you to make some changes to your holiday marketing campaign in order to benefit from this years expected $678 billion to $682 billion in holiday retail sales.

Don’t let the Grinch ruin this holiday season for your business. These 6 fantastical holiday marketing strategies from Cobalt Digital Marketing will have you grinning from ear to ear like a child on Christmas morning.

A Mobile Mistletoe

The ease and comfort that mobile devices provide is increasingly driving holiday shoppers to do their research and shopping on mobile phones and devices. Smartphone commerce is expected to rise by an estimated 57.8% in 2017, which means your site and online ads should be mobile optimized.

A few enhancements and tips to turn website visitors into customers include:

    • Load Time – Regardless of whether potential customers are visiting your site on a laptop, desktop, mobile phone, or tablet, your website’s loading time can make or break you. Nobody wants to wait around for a site to load.
    • Localized Mobile Ads – Take advantage of locational data by using it to push your store locations and inventory to customers who are in search of your products.

 

  • Call-to-Action – Try to keep your CTA as high up on the page as possible to better encourage potential customers into making a purchase.

 

Unwrap Urgency

The holiday season is all about time management. You can tap into that pressure to create a sense of urgency. There are a number of steps that you can take in order to push hesitant site visitors into action and conversion:

  • Create offers and promotions that are time-sensitive. Everybody loves to save a few dollars and a time-sensitive sale can encourage customers to make the purchase immediately rather than hold off.
  • Create landing pages with attention-grabbing headers and banners that include specific offers, discounts, sales, products, and dates.
  • Add countdowns to your website or landing page to motivate potential clients. Seeing time running low on a special offer is sure to increase the urgency.
  • Consider using copy such as “Limited Quantity”, “Sell Ending Soon”, “Seasonal Sale”, etc., to push purchase urgency.
  • Offer free shipping on certain days or through a specific time frame.

Think of this portion of your holiday marketing strategy as another opportunity to persuade buyers to purchase now.

Secret Santa SEO

Your SEO strategy should be ever evolving and the holiday season is the perfect opportunity to revamp it for a few months. Capitalize on seasonal searches and trends by utilizing the right tools to identify new keywords that can spice up your holiday SEO campaigns.

A few secret Santa SEO strategies to keep in mind and ensure everyone finds the gift they’re looking for include:

  • Use meta tags effectively to help crawlers reidentify your holiday content.
  • Organize all your digital marketing campaigns to ensure that everything runs smoothly during the holidays.
  • Remember last year – what keywords did you run campaigns for? What worked? What didn’t?
  • Use clickable headers to effectively direct individuals to specific shopping categories (i.e. gifts for your co-workers).

The right SEO strategies should guide holiday shoppers like Rudolph guides Santa’s sleigh.

Don’t Let Your Copy Turn To Coal

Website blogs, ad copy, and seasonal messaging across social media should help to convey the emotional aspect of the season and not just that your business is having sales. This is essential to remember during the holiday season as many people make their purchasing decisions based on what they feel rather than a merely logical decision.

  • When writing copy remember to focus on family, friends, “home for the holiday”, thanksgiving, goodwill, time of thanks, loved ones, and other sentimental terms.
  • Don’t forget the importance of blogging: businesses that blog get 67% more leads than businesses that do not.
  • Don’t forget that retargeting ads should make specific suggestions based on a consumer’s browsing and purchase history. This should include personalized offers with guiding copy that will motivate a potential client.
  • Don’t forget to mention the “holiday rush” when it makes sense.

You can really build an emotional bond with customers with the right ad copy and blogs. This connection is sure to carry on and into the following holiday season.

Even Elves Use Social Media

E-commerce orders from social media grew by 202% in 2015 and that number is expected to increase this year as well. That’s a stat definitely worth keeping in mind as the holiday season approaches.

Because of the medium, social media platforms provide a variety of options and opportunities to draw in potential consumers.  Promote your products by:

  • Creating alluring visuals and provocative CTAs with “shoppable posts”.
  • Contests are always a great social tool and that’s not any different during the holiday season – especially because everyone loves free stuff during what can be an expensive season.
  • Campaigns should be easy to share. Make sure that social icons are easily accessible.
  • Take full advantage of Facebook ads. They should be aesthetically captivating and have straightforward text.
  • Video marketing is key to engagement. Social video generates 1200% more shares than text and images combined.

As stated about copy, don’t forget to make your posts touch on emotional aspects of the holiday. Not every post has to be a tearjerker but play on the sentimentality of the season.

The Grinch’s Heart Grows From Retargeting Ads

Retargeting is one of the most effective tools that you have in your arsenal. Most website visitors will pay your site multiple visits before making a  purchase; these leads simply need to be converted and targeting ads are just the thing.

Current stats say that 3 out of 4 online consumers now notice retargeting ads. Facebook offers a retargeting service known as Dynamic Product Ads but they aren’t the only kids on the block with a fancy tool to provide you with a retargeting solution.

Make sure to budget some funds for this particular marketing strategy; potential clients are 70% more likely to convert if they’ve seen retargeted display ads. You might not be able to catch a distracted client on the first go-around but the more they see you the better the likelihood of a sale.

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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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Beware: 7 Myths About The Social Media Monster

Posted on Tuesday, November 7th, 2017 at 7:33 pm    

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Social media is a monster. And just like any monster, there are plenty of myths surrounding it. Some of these ideas come to us from the past when social media was still in its infancy, and others have emerged as urban legends, scary little stories businesses tell themselves when they can’t explain what they are seeing.

Social media is evolving at a dizzying pace. We scamper to keep up yet try to anticipate what’s coming next. Suddenly, everyone’s an expert Monster Tamer. Just because someone uses social media, as 81% of us in the United States do, doesn’t mean that he or she is an expert. The realm of social media is complex and requires the right mix of experience, data, and experimentation. Study the data, keep on top of industry news, be fearless fighting the monster in new ways and slay counterproductive tall tales.

Cobalt Digital Marketing wants to set the record straight when it comes to these 7 social media myths (cause no one likes a liar, liar, pants on fire).

Myth 1: You Need To Be On Everything

If you’re able to delve deep into the world of social media and handle your brand perfectly on every single platform, great. But the reality is you don’t have to spread yourself so thin, especially if you don’t have the resources or experience to handle business across multiple social platforms.

An important component to having a healthy social media presence is simply to do it well – even it it’s only on one platform. The best way to go about doing this is to:

  • Recognize who your audience is and what platform(s) they are on. Data is essential in figuring this out and can keep you from wasting time on Twitter, for instance, when your market is on Facebook.
  • Consider the functionality of the platform. For instance, Instagram is perfect for businesses that need to visually showcase their products, while Facebook is more effective for video content. Keep in mind your objectives and how the specialized aspects of the platform can help you to achieve those goals.
  • Brick-and-mortar businesses (small businesses) need to also have profiles on platforms such as Yelp and Google+ also, in order to be found by local customers searching for a restaurant, hair salon, etc.

Myth 2: You Need To Post All Day, Every Day

Inconsistency and infrequent posting can leave your audience bored. Yet bombarding them with Tweets, posts, Snaps, and content, can a bad taste in their mouth – (the taste of spam)! Feed the monster just the right amount value added content using a social media scheduling tool.

Tools like HootSuite, MeetEdgar, and Sprout Social, are designed to provide insight, analytics, and scheduling systems to improving your social media strategy, and ensuring that you’re pushing out just the right amount of content at the right time. Keep in mind that all social platforms have high traffic times spread throughout the day and scheduling posts around these moments is a sure fire way to get your content seen.

It’s also vital to denote the availability of your team on social media in case an angry customer wants to chat. As social media allows 24/7 access to your brand, failing to contact a customer immediately can quickly lead to some dissatisfied followers and bad reviews. Let your customers know the hours you are available to chat.

Myth 3: All Content Needs To Be Tied To Your Business

So naturally, you’ll want to employ social media to talk all about your products, services, and your amazing customer care. But similar to posting 24/7, there’s a bit of an overkill when all you post about is your products. In fact, try NOT to use your content to sell at all.

Remember that social media is an entertainment and community platform. Whether it’s Instagram, Facebook, SnapChat, Twitter, or any other platform, you should be providing your customers with engaging authentic content.

Content should include human interest pieces, stories, funny anecdotes, captivating images, and videos that induce an emotional response as they are much more likely to draw engagement. Talk with your audience and not just merely to them. Create content that is strategic, relevant, and will appeal to your target audience. Make it a two-way dialogue.

Myth 4: #Hashtags #Rule #The #World

“#Make #sure #you #hashtag #everything #in #your #post”, said no digital marketer ever. While it’s true that Tweets with hashtags receive twice the engagement in comparison to those without, a Tweet with every single trending hashtag is really frowned upon. There are a number of amazing tools that can help you to target trending hashtags in your industry and get you on the right path to hashtag excellence. Be on point and on trend but don’t be a #hashhole. (It’s a thing. We didn’t make it up!)

Myth 5: Social Media Doesn’t Generate Leads

Let’s put some numbers forward:

[bctt tweet=”50% of shoppers have made a purchase based on a recommendation found on #socialmedia” username=””]

Keep in mind that all these tantalizing numbers don’t mean much if you aren’t actively posting and engaging with your audience.

Myth 6: They’re All The Same (So You Can Cross-Post)

That’s a resounding NO! As mentioned in Myth #1, every social platform serves a specific audience through various mediums (i.e. Instagram = images). To assume that (A) they’re all the same, (B) that you can just choose whichever and you’ll still be able to reach your audience, (C) and that you can share the same content across all the platforms is going to lead to failure.

Posting across platforms may be extremely strategic for your business. Let’s say that you are looking to market the same product to a Baby Boomer and a Millennial. You would want to pick the right platform (most likely Facebook for the Boomer and SnapChat or Instagram for the Millennial) and craft a targeted message using the right language. Last week, at the Social Media Summit in Mission, Texas, Stephanie Gitkin Hawk was speaking about generational marketing and illustrated this point perfectly when she used this example.

“If I create a post and say “Yajaida is lit.” it will mean different things to different people based upon which generational demographic they fall into. If you are a Baby Boomer, you will think that Yajaida is illuminated. If you are a Gen Xer, like me, you will think that Yajaida has had way too much to drink. And, if you are a Millennial or a Gen Zer, you will think that Yajaida is cool.”

Like language, imagery should also be specifically targeted to audience and platform. Curate the right look and feel for your brand in the way your target audience wants to consume it on that platform.

Myth 7: All You Need Is Social  

Social media is, undoubtedly, a remarkable tool that can be used by even the smallest of businesses to leverage their product and compete with the big dogs. But even it has its limitations.

[bctt tweet=”#SocialMedia is just one tool in the #marketing tool belt.” username=””]

The perfect digital marketing strategy not only includes social media marketing but also SEO, PPC ads, content creation including written articles, email marketing, landing pages, an appealing mobile-optimized website, and more. While social is definitely a focal point for any digital marketing strategy, you’ll get the biggest ROI by implementing a comprehensive plan to maximize your digital presence.

Leverage your social media presence with the Cobalt Formula™.

Our proven Cobalt Formula™ integrates social media, website design, PPC, content, SEO, and email marketing, to harness the power of the internet and get you tangible results.

GET SOCIAL WITH US and let’s battle the monster together! If you’ve found this blog helpful we’d love for you to like, comment, share, post, tweet, and/or retweet this blog. If you’re ready for backup,
contact us today and let us turn your dreams of social media domination into a reality.
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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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Get Out Of Your Cocoon: Turn Your Business Into A Social Butterfly!

Posted on Monday, November 6th, 2017 at 4:21 am    

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There’s no way around it. Your customers are on social media and social media is here to stay.

In early 2017, Pew Research Center found that nearly seven-in-ten Americans use some social media platform. In context, a mere 5% of American adults were using them back in 2005.

Currently, the 18-49 year old demographic makes up the largest user population, though usage by older adults (50-64) has steadily increased in recent years. Suffice to say that a broader population has taken up social media, which only increases the potential for brand development.

Businesses have taken heed of this growing trend, with over 50% of small businesses increasing their social media marketing budgets in 2017.

While all the numbers are pointing in the right direction, the reality remains that a lack of strategy and direction can ultimately cost more than it benefits.

As a business owner, you might be tempted to handle social media activities on your own. It’s just a couple posts, a few boosts, and a couple of Facebook advertisements here and there anyway, right?

Not exactly.

Why You Need A Social Media Strategy

You need a social media strategy and, ideally, a team of quality experts who can produce results. The right digital marketing catalysts can help you to:

  • Stop Swinging Blindly

Has one of your business manager’s been posting content on your profile daily (alongside handling a hundred other tasks)? Maybe they’re even doing a bit of A/B ad testing.

Unfortunately, investing time and energy into a social presence without a plan of execution, which should include measurement and optimization, isn’t going to pay off in dividends as you might hope for.     

If you don’t know what you’re looking for, then you don’t know what you’re doing. 60% of small business owners are not able to track their own ROI from their social media activities. This lack of data and insight can really hinder outcomes, and lead to wasted resources.

Measurement and analysis will help you to better engage with audience; deliver the right message to the right people. Remember that in social media, quality trumps quantity. A thousand real connections who will interact with your brand are infinitely better than a million who won’t.

  • Penetrate the Market

Let’s start with some big numbers.  

Over ⅓ of the world uses social media (that’s about 2.80 billion people globally). In the United States, that number is estimated at around 185 million people and is expected to grow up to 200 million by 2020.

Now, with all that in mind, various sources have social media influencing between 64% to 71% of consumers into purchasing an item.

The effects of social media channels on purchase behavior cannot be overstated – especially when dealing with such a potentially large consumer base. Whether it’s post of pictures to your product, positive reviews, retargeted ads, or peer recommendations all pointing back towards your business and online presence, a well manicured social profile can prove to be a tremendous benefit.

Of course, the little voice in the back of your mind that constantly whispers, “strategize” should never be ignored. Bear in mind of course that strategizing isn’t a one-and-done deal – there’s managing audience data for target and retargeting across multiple platforms, creating campaigns and A/B test ads, running analytics, managing budgets, accounts, and multiple pages – just to name a few tasks that need to be handled.

Failing to do so adequately can result in loss of potential brand visibility – and ultimately – sales.

  • Get the Most Out of Great Content

Hubspot noted some very interesting facts in 2016: content consumption had increased substantially over 2 years for 3 major social networks including Facebook at a 57% increase , Twitter at a 25% increase, and LinkedIn at a 21% increase.

This meaningful increase means that now, more than ever, quality content can truly take you places. From videos to infographics, blogs to whitepapers, there’s an ever growing audience eager to absorb and engage with it.

Social media sites offer an amazing platform to spread your message and grow your audience.

It’s also worth noting that consistent content output is an invaluable tool that complements your social media strategy. 47% of consumers viewed 3-5 pieces of content before engaging with a sales rep; the more content available for clients to view, the higher the potential for increased sales.

  • Get A Grip On Your Reputation

If you’re familiar with Cobalt Digital Marketing, then you’ve probably noticed we are very critical about maintaining a solid reputation.

The truth is social media definitely has its ugly side. From political bashing to outlandish trolling, seriously dissatisfied customer to a misjudged digital marketing campaign, there’s plenty that can go wrong if you don’t have the right response system in place.

Social media experts like Cobalt Digital Marketing can help to prevent missteps in campaigns and assist you to resolve issues with angry clients who are airing grievances on social media.

Are you really willing to find out what happens when your online reputation gets soiled? Ideally, don’t let it happen but if it does, be ready to respond quickly and effectively.

  • The Right Investment

Yes. Technically it’s free to create your own business profile on most of the major social media platforms.

But, realistically, how much time do you have to generate quality content and maintain your profile(s)? Do you have the time to plan out a conversation calendar for the quarter ahead? Which posts are you going to boost? What’s your engagement rate look like? How about you conversion rate?

Or are you just planning to throw money and see what sticks? Don’t waste your time and resources like that.

An effective social media strategy can be cost-effective in comparison to other marketing systems while still providing your business quality exposure. Cobalt Digital has an experience team of social catalyst who can get you the biggest bang for your buck.

Wasted investment is just as bad as a lack of investment. A competent team can help you to avoid both.

  • Target, Retarget, and Improve Your SEO Strategy At the Same Time

Precisely targeting potential customers and then retargeting them with digital ads works. This is a quality strategy to get the right message in front of the right people while maximizing your marketing return on investment.  Depending on how you choose to utilize these tools, digital ads can be used to attract new customers, reinforce branding/messages to previous website visitors, improve awareness, or guide customers down a sales funnel to conversion.

In conjunction with this, social media further enhances your SEO strategies by linking back to your business’s site, driving traffic to strengthen your links and boost your content/website authority.

A Few Social Media Powerhouses

Facebook

There are over 2 billion monthly Facebook users as of 2017, which makes it the social media tool for both B2B and B2C. Facebook requires a variation of strategies depending on your business type including:

  • High-value content for your audience.
  • B2B content is generally more informative and professional.
  • B2C content tends to be a bit more entertaining and personal.
  • Frequent sharing.
  • Strategic times of the day to post.

Twitter

As of the second quarter of 2017, the microblogging service averaged at 328 million monthly active users.

This social media platform that can be utilized by essentially every organization with some guidelines:

  • Mix business and fun.
  • Gaining fans is a process; don’t give up.
  • Tweet pictures, promotions, niche jokes, product info, videos, and links to quality blogs.
  • Keep it short.

Instagram

Instagram boasts 700 million monthly users and is a great visual platform. The platform is primarily mobile-based, making for some interesting opportunities:

  • Hashtags rule on Instagram.
  • Short videos (less than 15 seconds) are an option.
  • Keep an eye on trending topics.

LinkedIn

There are more than 460 million users on LinkedIn which provides the perfect opportunity to build professional relationships and develop sales leads. In fact, 80% of B2B leads come from LinkedIn.

B2B service providers should remember to:

  • Maintain a professional nature at all times (versus a platform like Facebook).
  • Join “LinkedIn Groups”.
  • Post about two to four times a week.

Google+ (Google My Business)

Google+ has over 360 million active monthly users and features the “Google My Business” feature which is invaluable for small local businesses.

With a Google+ profile:

  • Keywords and SEO are exceedingly valuable on Google+.
  • Linking content to website is a great strategy.
  • Google business information should always be kept up-to-date.

Yelp

Yelp is an excellent platform for restaurants, hair salons, stores, and similarly related businesses. On Yelp:

  • Always keeps business information up-to-date.
  • Monitor feedback and respond to any concerns raised in the reviews.

Find the perfect social media strategy with the Cobalt Formula™.  

It’s important to recognize that social media marketing is one component of your digital marketing strategy which should seamlessly support your overall marketing strategy and goals. Your website, your social media profiles, campaign ads, landing pages, SEO strategies, all work in unison to develop your brand and move potential customers down the path of conversion (i.e. sales).

That’s where the Cobalt Formula™ comes into play. We have a formula to help your business get found online.

From social media to website design, PPC, content, SEO optimization, and email marketing, Cobalt Digital Marketing can harness the power of the internet to get you tangible results.

 

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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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8 Perfectly Clear Reasons Why You Need the Cobalt Digital Marketing Formula

Posted on Wednesday, November 1st, 2017 at 3:48 am    

[et_pb_section fb_built=”1″ _builder_version=”3.22″][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.0.74″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”]There really isn’t any other way around it. Your customers are online and your business growth is tied to how well you can capitalize on your digital presence. Digital marketing is here to stay.

From small mom and pops to large corporations, businesses of all sizes are competing for digital market share. And while, of course, adopting a digital marketing strategy can help to maximize your company’s reach, without the right system in place, you are likely to run aground as your ship sails the digital world.

It’s vital to understand that digital marketing contains a variety of components including SEO, content, PPC, data, analytics, social media- all of which need to strategically work together to have a meaningful impact on your business.

In our experience, the most successful programs stem from a well balanced equation of these elements, a strategic digital formula.

If your website is a floating digital poster not yielding results, or ** the horror** you don’t have a website, it’s time to seriously consider how our digital marketing formula can benefit you.

  1. Get found in a digital market.

Today’s consumer is interested in convenience and experience. The digital world is ripe for consumers as it offers both of these qualifications with search engines providing the perfect resources for customers to research brands and services before they purchase.

[bctt tweet=”96% of people in America have made an online purchase in their life” username=”cobalt_digital”]

Google is the largest search engine in the world, accounting for 77% of market share (and growing) and a quality marketing campaign is going to utilize effective Search Engine Optimization (SEO) techniques to ensure your company is high on those search rankings.

Adding to the importance of becoming digital is that now more than three-quarters of Americans own a smartphone and use their mobile devices for searching, shopping, social media and more.

  1. Build your brand.

Millennials and Gen X customers are twice as likely to be influenced by advertising than their older counterparts, which speaks on the importance of building a brand that engages its target audience. Did we mention that these consumers do not want to be “sold”. They want content that is real and valuable.

Targeted web content and highly informative and engaging blogs can do wonders to increase your company’s/brand’s presence and gain valuable recognition. Today’s consumers are also drawn in by attention grabbing videos and images.

By also taking advantage of digital marketing data, you can get the right message in front of the right people. Imagine the possibilities! Your company can serve a personalized shopping experience and targeted deals that will convert viewers into customers.

  1. Achieve your business goals.

The right digital marketing formula is a strategic solution which not only paves the way for your online presence, but can also help you to attain your long term business goals. Are you looking to break into new markets? Do you want to drive traffic to your website for increase sales? Do you want to build your online reputation? Do you want to leverage your digital customer relationships to gather product insight and find enhanced customer experience opportunities?

By understanding the purpose of your digital marketing campaign, you should hopefully get a better feel for where your business stands in general and this can help you make some meaningful improvements that are outside of the digital realm.

  1. Get return on marketing investment.

Understandably, your businesses finances need to be taken into consideration whenever you develop a marketing strategy – traditional or digital.

If this is major concern for your small business or startup, find some comfort in learning that a digital, SEO-driven marketing campaign can save you substantially versus other channels such as television, radio and/or print.

[bctt tweet=”Content marketing cost 62% less than traditional marketing. #content #marketing” username=”cobalt_digital”]

And not only that, but it generates approximately 3 times as many leads as traditional marketing. So when it’s all said and done, you’re looking at a bigger bang for your buck.

  1. Use data to be more effective.

Digital marketing isn’t just about throwing everything at the consumer market to see what sticks (though experimentation is always a good thing). No…savvy marketers like Cobalt Digital effectively use analytics and insight tools to manage and strategically update marketing campaigns on a daily basis.

Data analysis helps better target each initiative as well as enable you to gauge effeciveness. Track your results to see where your best leads are coming from and what tactics are working to bring them in – essentially all in real time. This level of flexibility means you aren’t stuck with outdated and ineffective printed materials or marketing channels that aren’t getting the job done (and still eating up resources).

With digital marketing, you stay relevant, maximize effectiveness, and your client base stays engaged.

Years ago, a small business simply would not be able to compete with larger corporations. Digital marketing has completely changed the playing field. Now, even mom-and-pop shops have an opportunity to grab their fair share of the market. With a well executed site and digital marketing strategy, small businesses can actually draw in more leads online than their larger competitors. Really, we’ve seen it happen!

[bctt tweet=”6 out of 10 very small businesses have yet to establish an online presence and get a #website. Get the jump on your competition. #CobaltDigital” username=”cobalt_digital”]

Keep in mind that your industry is growing and changing daily. Every day that you delay implementing an aggressive online strategy is another day you let other companies gobble up your market share. If you haven’t already made a move, now is the perfect time for you eat your competitors’ lunch before they eat yours.

Don’t get left behind.

  1. Own your business reputation.

Whether you realize it or not (and whether you like it or not), your business has an online reputation – even if you didn’t start it.

When you consider that almost a quarter of online shoppers are influenced by social media recommendations, the importance of having a positive online reputation becomes very evident – and the effects of having a bad one even more glaring. It’s time to take control.

A complete digital marketing formula includes maximizing your social media presence across platforms for your business – be it Instagram, Facebook, Twitter, etc. This is a huge piece in managing your digital reputation by carefully tailoring and curating content and engagement to provide customers the best experience.

Plus, you can and should interact with your customers in real-time to further develop your rapport and connection with them. As previously mentioned, today’s consumers are drawn by experience and meaningful engagement.

Start developing a stronger relationship and customer service today.

  1. A digital marketing formula is more than marketing.

The right digital marketing formula is a strategic business solution. It combines the best data and tactics the digital world can offer with your business strategy. Sure, you can try some ppc, social media, blogging, or an seo initiative but the components aren’t nearly as powerful as when you thoughtfully combine them together.    Strategy, tactics and daily attention will maximize your online presence and return on marketing investment.  If this is more than you can fit on your to-do list, talk to us about how we can implement the Cobalt Formula™ for your business.

Let us help you achieve your digital marketing goals while you focus on running your company. You do what you do best and we’ll do what we do best!

Customers are online. Why aren’t you?

Let Cobalt Digital Marketing create the perfect digital marketing strategy to meet your objectives and help you real the real world rewards of amazing digital marketing effort.
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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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Your Law Firm’s Impeccable Reputation + The Cobalt Formula™ = Raising The Bar

Posted on Tuesday, June 27th, 2017 at 9:55 pm    

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Let’s start with the truth.

Digital marketing – just like the world of law – is constantly evolving. Once you think you’ve got a solid handle on things, social media trends shift, Google’s algorithm changes, a new technology emerges…there’s a million things that can happen seemingly overnight.

This means you have to stay ahead of the game. As digital marketers, we continually analyze metrics, explore new Search Engine Optimization (SEO) techniques, remain up-to-date on evolving social platforms – and even sometimes – fail.

That’s something we’ve realized here at Cobalt Digital Marketing (and have learned to work with). Digital marketing and SEO isn’t a science, it’s an organic, living thing that grows and changes. And in today’s tech-driven world, businesses, and law firms alike, have to be willing to adapt to these changes in order to prosper.

But why do attorneys need a website?

In business, it’s all about competition. We work with our clients to identify and show their competitive advantages. For lawyers and law firms, it is even more important to maintain an impeccable online reputation and clearly communicate what their practice is all about. When clients are reaching out to an attorney for personal injury, bad faith insurance, auto accidents, lawsuits against dangerous medications and medical devices, or even home insurance disputes, law firms truly provide hope in the darkest of times.

But if clients can’t find you…

If you weren’t aware of it, attorneys can benefit tremendously from responsive websites and a comprehensive digital marketing program including content, SEO, and reputation management.

Google conducted research in 2013 that found that after searching for a lawyer through their search engine, 29.5% of respondents visited the law firm’s site, while 27.6% read reviews of the firm on Google. This comes to a total to 57.1% of people finding law firms through online research.

[bctt tweet=”57% of people find law firms online #attorney #SEO #web” username=”cobalt_digital”]

Understandably, a strong reputation in your respective city or region is essential to building a client base. But in today’s market, a robust and active online reputation is just as important – or even more so. The reality is that in order to remain competitive in 2017 – and into the foreseeable future – law firms need a well designed site that offers an exceptional user experience.

One of the best actions an attorney can take to secure a top position in Google listings – which is the leading search engine in the world – is to have a responsive website. As the gold standard for today’s web design, responsive websites are streamlined to work optimally on any device, from desktop to smartphone and even tablet.

By placing the user experience in the forefront of your web design, you’ll be providing a solid first impression.

Providing Value to Potential Clients

Google’s bread and butter is giving people what they’re looking for. With frequently updated algorithms designed to spot bad website etiquette, such as keyword stuffing and bad linking, Google can quickly bury an attorney’s website into the deep, dark dungeon of the internet – if they aren’t offering quality content.

However, by writing meaningful, quality content on a regular basis, Google will more frequently crawl and index your page – that’s a good thing! Of course, you’re likely to be busy with clients and growing a thriving law practice, which means you don’t have much time for anything else.

That’s where we come in.

As part of our comprehensive digital marketing programs, we’ll give you a competitive edge by creating original, valuable, and frequently updated content that will put you front and center on Google, making it a whole lot easier for potential clients to find you.

It’s also important to know with the growth of semantic search and machine learning, Google is utilizing technologies that are spanning the gap between online human interactions and understanding.

Because the language you use to describe your services may vary from the manner in which a potential client describes their problem, these new technologies are better adept at understanding user intent and finding them the answers they need. By staying on top of these trends, we are better able to utilize them to your benefit, and ultimately, help you connect with your next clients.

Be a Social Butterfly

While professionals may view social media as something only the “kids are doing”, the reality is that successfully using social media can provide attorneys (and their firms) the opportunity to connect with new clients.

Just think of it as another tool in your arsenal to help you remain ahead of the pack.

Today’s generation of clients is looking for a brand to trust in. Being on social media can help you to deliver a consistent message and experience whenever they run across your firm.

There’s also the benefit of being able to promote blogs and links back to your website, which can increase your traffic and clientele base.

Social media also offers attorneys a cost-effective means to stand out and make a name for themselves. This can prove to be vital in developing your community engagement.

By remaining active on social media, your community – both virtual and real – will begin to develop a greater sense of trust and value in your services and this will help to further enhance your reputation.

We recommend your firm uses the most important social networks for professionals, which include Facebook, Twitter, LinkedIn, and Google+ (Google Plus).

Staying Mobile

If you weren’t aware, mobile searches surpassed desktop searches several years ago. With the majority of people using mobile devices to browse the web, your site has to be optimized for mobile user experience.

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[ Image drawn from https://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/]

[bctt tweet=”Mobile searches have surpassed desktop searches on Google. #mobile #ready #beprepared” username=”cobalt_digital”]

SEO is Alive and Kicking

While the process known as Search Engine Optimization (SEO) has gone through several reiterations, it’s far from being dead.

And it’s important to understand why you should consider investing in SEO as part of your law firm’s overall digital marketing strategy. The law is an ever competitive field that requires you to take advantage of all marketing solutions:

Get found locally – Understandably, people are searching for firms they can trust, but they also need one they can access. Most clients will seek out consultation from local firms and quality SEO strategies can help you to rank under terms relative to your location. By including your location on web content, such as blog posts or articles, people can find you close to where they are.

SEO (and content) is king. Law firms optimize their SEO usage by writing useful and informative content that is highly searchable by Google. The more frequently you post new content, the more often Google will crawl it and increase your brand’s visibility. Provide value and your customers will remain loyal. Provide great services and your base will continue to grow.

SEO benefits all your content. While SEO is implemented in a blog or article, there are numerous other opportunities to insert keywords into the right places. Think of it as having a chance to take more shots at the basket.

SEO is investing in the future. The truth is that SEO does require a financial investment, and while costs are always an issue with any business, the fact remains that it will remain an effective tool for brand visibility and actual sales into the foreseeable future.

It’s OK to follow the crowd. As “far back” as 2012, 89 percent of consumers turned to Google, Bing, or other search engines to find information on products, services, or businesses prior to making a purchase. This means you need to be where your customers are – online. But even then that’s not enough.

You need to make sure you are implementing a quality Search Engine Optimization program to be visible enough for customers to actually find you. To be competitive you have to know the game and SEO is a perfect place to start. If you’re not doing it, your competitors are only getting further ahead.

SEO is cost effective. SEO is going to provide you with a good Return on Investment in comparison to traditional marketing or other online marketing techniques such as PPC advertising or purchasing leads through an email marketing program.

SEO can help you be in control of your online image. By failing to build your own online profile, you are likely damaging your business. If you lose focus on your digital image, your website and its content, you’ll lose ranking in Google searches. A solid SEO strategy that evolves with every Google algorithm update will keep your online profile healthy.

Can you afford for your competition to get one-up on you?

You know the law. We know digital marketing. With our digital marketing formula and your expertise, we can set the bar higher than any one who has came before.

Investing in your digital marketing and SEO strategy is more important now than ever before. To succeed in today’s tech-driven market, you need to have a plan ahead. Let Cobalt Digital Marketing take you to the next level.

 

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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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