Get A Hold of Your Online Rep…Before They Do

Get A Hold of Your Online Rep…Before They Do

Posted on Monday, August 21st, 2017 at 11:48 pm    

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We’re looking at you politicians.

You’ve probably heard some horrendous online stories.

Viral celebs spouting nonsense and becoming YouTube famous. Crazed individuals having very public meltdowns on live streaming.

How about the Facebook weekend escapade that’s a little too personal. Photos of outlandish behavior after a few margaritas too many.

Yup…that’s a pink slip on Monday.

And then, of course, there are websites of prominent political and cultural figures that just aren’t what you expected.

Whether you like it or not, your reputation is on-the-line (and online) anytime you decide to post to your social media accounts. And if you’re really unlucky (see link above), then somebody else is deciding your online rep for you.

Yes. The Internet is huge and it’s basically impossible to protect yourself at every corner of the virtual world.

But that doesn’t mean you should let everything slide. Especially when you have a solid reputation to uphold (we’re still looking at you politicians).

Whether you’re on the hunt for a new job, a well-respected business owner, or on the campaign trail, you need to have a grasp on your online reputation – especially as you climb up the ladder.

If you weren’t aware of this, Cobalt Digital Marketing is here to provide you some vital insights.

This Is the Reality…

Source: https://www.journalism.org/2016/02/04/the-2016-presidential-campaign-a-news-event-thats-hard-to-miss/pj_2016-02-04_election-news_0-02/

Suffice to say that news websites, apps, and social media are a mainstay resource for learning about politicians and their platforms. And while stats point towards a relatively younger demographic using the Internet as a research tool, it should go without saying that as we go forward, these numbers are going to increase.

As for local news – which would entail local political news – a 2012 Pew Research Center survey found that residents of urban communities tend to stay informed through Internet searches, Twitter, blogs, websites of TV news networks and newspapers.

It was also noted that urban and suburban residents are more likely to consume local news on mobile devices. The study showed that 53% of urban and 57% of suburban residents found local news or information via cell phones or tablets. Small city and rural residents stood at a still respectable 45% and 35%.

This role of cell phones and social media in politics should not be underestimated. From 2010 to 2014, the percentage of registered voters who used their cell phones for political news doubled.

Additionally, there was more than 150% growth in the number of Americans who followed candidates or other political figures on some form of social media in that same time frame.

And for your peace of mind. The digital world is truly non-partisan. Democrats and Republicans tend to act along the same guidelines when it comes to digital campaigning.

In the world of politics, especially in local elections, every vote counts. Being able to reach your constituency in the mode they best prefer is not only ideal but necessary…

Because (Tragically) It’s A Dog Eat Dog World

No. We’re not encouraging badmouthing. Cobalt does NOT condone spreading false allegations or dealing with unfortunate situations by fighting fire with fire.

But we do recognize the importance of a digital marketing campaign for politicians that includes online reputation management in order to reduce the collateral damage caused by rumors, disgruntled ex-employees, and political mudslinging.

Whether you recognize it or not, your online reputation is developing. Without ever having posted on Facebook. Regardless if you’ve ever tweeted an emoji. Even if you have never Liked or Snapped. Your political career – and your personal story – are likely to be floating in the ether that is the Internet.

This is the game:

  • People talk. On social media, websites, forums, and news sites alike. You need an opportunity to tell the truth. A digital marketing campaign is the perfect outlet.
  • You’re a politician. You need be to amongst the people. In the digital world and real world alike.
  • Controversy happens. Be ahead of the news with real-time social media campaigns.
  • Your political opponents are online. Are you?
  • Local residents are upset for a just cause. Don’t ignore them.
  • This happens. You need to take care of it.

A lie can travel halfway around the world while the truth is putting on its shoes – Charles Spurgeon

Mr. Spurgeon hit it right on the nail. But, thankfully, Cobalt Digital can help to spread the truth out just as fast.

Online reputation management for you political campaign includes a number of pieces all working in unison to get your message across to the right audience – and to those who need to hear it most.

Online reputation management should include:

 

  • A campaign website

 

One of the best tools to get your name and platform across is through a website. Search engines place a high value on domains that include the politician’s name and will frequently appear on the top of search results.

Being in the top position on the first page of Google is ideal as studies show that click through rates for the first position in 2017 gets 44.64% of the clicks. But a first results page position isn’t bad either considering that first page gets 89% of all clicks.

This ability to get in front of the right audience will be of immense value to get your message out there for voters to find. We can also help to build an e-mail data base so that you can provide potential voters with meaningful content, information, and news about your platform and campaign.

A mobile optimized site is also essential as 40% of voter aged 30-49 used their cell phone to follow candidates in 2014.

 

  • Social.

 

To try and separate social interaction from politics would be a fool’s errand. What better way to keep in touch with potential voters – in real-time no less – than a quality social media campaign.

Facebook, Twitter, and LinkedIn are the go-to social media platforms for politicians that are serious about gaining an edge. The ability to deliver curated content and messages to your constituency and potential voters is pivotal for your campaign.

A 2010 Facebook study determining the efficacy of Facebook marketing in getting people to vote in a congressional election was astounding. The nonpartisan message reached a  total of 61 million people and created an additional 340,000 voters.

Branding is another element of social media marketing. We can help to build brands by utilizing unique hashtags as a powerful visual tool and conduit to engagement. We include this branding on social media posts, website, digital advertisements, and blogs.

 

  • Content is king.

 

A steady stream of quality content that includes press releases, video, blogs, online interviews, and email campaigns for your website and social media accounts will boost your reputation.

With the Cobalt Digital team, you are guaranteed to have hot topic content scheduled on a regular basis. Fresh web content will push “web crawlers” to update your web page ranking more frequently and increase your chance of getting up to those pivotal top spots on Google.

When done correctly, other websites will link to meaningful content on your site and provide you with authority and increased traffic.

Experienced politicians understand that negative PR is bound to happen. Counteract that negative publicity with positive, quality material that you control.

 

  • Email marketing.

 

Email marketing can be a slippery slope. You want to provide potential voters and social media influencers with enough information about your platform. But you don’t want to bombard them with useless campaign updates that will lead them to unsubscribing from your mailing lists.

Cobalt Digital understands the nuances of email marketing and will provide personal messages to those who matter most – voters.

We also reach out to individuals known as influencers who can help to further your message. These include bloggers and website owners who can help you to break through that trust barrier traditional marketing often has.

Email marketing can also help you to manage your online reputation by providing you the ability to counter against any negative messages that may be floating around out there. You can appeal to your audience’s emotions and push them into action.

 

  • Targeted SEO and advertisements.

 

Search engine optimization (SEO), in technical jargon terms, is the process of on-site and off-site coding, link building, and content creation with certain keywords that are guaranteed to reach your audience.

These strategies include analysis of big data and social media data to increase advertisement reach, the success of your campaign, your ability to educate voters – and ultimately – generate votes for you.

But be wary of so-called SEO experts that utilize Black Hat tactics. These individuals will end up getting your site penalized because of their use of keyword stuffing, link spamming, and other negative strategies.

It’s challenging enough to maintain a positive image without the destructive actions of another making your brand look worse.

Cobalt Digital for 2017 (and 2018, 2019, 2020…)

There’s no way around it. Politics, just like the rest of the world, is quickly becoming digital. Online reputation management and the right digital marketing plan are absolutely essential and will become even more so in the future.

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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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Wrong Information is Bad for Business!

Posted on Friday, April 7th, 2017 at 7:21 pm    

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Why you need to verify your business info and how Cobalt Digital Marketing can help.

You’ve worked hard over the years to develop a reputation of quality products and premium customer service. You’ve taken the right steps to make sure that customer needs are met and your company innovative. You’ve fought tooth and nail to separate yourself from your local competition.

But even then, you might be overlooking a basic detail that can have a profound effect on your business—your online business listings.

If your sales are driven by local customers, then you need to make absolutely sure that your business listing info is correct. Sounds simple enough, right? Well, consider that just a few years ago, Placeable released a survey that found 73% of people lose trust in a local business when an online listing is incorrect.

Those listings are starting to look a lot more important now, aren’t they?

With 88% of consumers who search for a type of local business on a mobile device calling or going to that business within 24 hours, it’s a harsh reality that bad info means bad business.

Still not convinced that listing your business on leading sites like Google Places, Yelp, Foursquare, or Tripadvisor, is important? Consider this:

Getting to the Mountain Top

  1. Control your brand. Don’t be surprised to find your business on any online listings, even if you never requested it yourself. Know what that means? That you have an online reputation. And if you’re not in control of it, then who is? Claim your brand and your listings.
  1. Time to be a professional. Your online reputation can make you (or break you), so by verifying your listings and setting them up properly, you enhance your business’s professional look and customer appeal. This is especially important when you’ve just opened, purchased an existing business, or are in the process of building a website. Don’t let your competition have all the fun—get your listings verified and correct.
  1. Google it. Let’s be real, everybody uses Google (or almost everybody). As of August 2016, there were 34 billion monthly searches on Google in the US. With numbers like those, you need to have your listings verified on Google. When you do so, Google knows that the address is very likely to be accurate, so they place you in verified listings for local searches. This means that if someone is looking for a restaurant near you on Google, you’ll end up high on the search results. Not verified? Google is less likely to do so.
  1. 80% of internet users own a smartphone. Consumers are moving towards mobile searches, so verifying your company’s listings on mobile-friendly sites and apps will help to make you increasingly visible to millions upon millions of potential customers.
  1. You get to choose. Don’t let sites and apps choose what category your business should be listed under. When you verify your listings, you get to optimize and make edits to each listing, which can help you to stand out from the competition. Make sure your business address and contact information are correct on each site and app so people can find you easier.
  1. A smart choice at no fee. Gain visibility at essentially no cost to you. Most listing sites will allow you to claim and update your business information at little to no cost, which makes verification an easy and cost-effective marketing tool.
  1. Engage with your clients and potential customers. Apps like Yelp allow you upload pictures, create intriguing business descriptions, develop deals, and more, all while improving conversions and click through rates. At #SXSW17, we constantly heard about the importance of client engagement and authenticity—verification allows you to do just that.
  1. Spreading the word. Verification will get your name out across multiple platforms. The top non-paid search results for broad searches (such as those with only a city name and type of business) will often include listings on sites like YP.com, MapQuest, Angie’s List, and more.
  1. Don’t &*@! off your customers. Hell hath no fury like a customer scorned. Wrong business hours, old addresses, and the likes will definitely cost you customer trust. Avoid having bad reviews, social media coverage, and costly word-of-mouth negativity by claiming your business profiles on listing sites and makings sure all the correct information is put up.

If you’re not sure where to begin with claiming your online profiles and listings, don’t worry, Cobalt has you covered with that too.

What to Expect When Verifying

To begin, every online business index is going to have its own unique process when verifying your listing, but generally, they all have some similar steps that it’s best to familiarize yourself with.

  1. To begin with, most sites and apps will ask you to figure out whether or not your business is already in their index. You’ll usually have to enter your business name or phone number to discover any existing listings. Again, don’t be too amazed if you already exist in their database. Chances are you exist somewhere out there on the web.
  1. The next step will be to review any existing information that might be on their site/app. You’ll want to check for accuracy (and consistency across multiple platforms) by confirming your business name, address(es), phone number(s), website address, business categories, and other core details. Don’t forget that you want all this essential business information to be identical on all those online listings.
  1. The last step is what would really be the “verification” process. Again, every verification process from each individual entity is unique, but you typically see the verification happen in these ways:
  • Via a phone call and verification through a pin number
  • Via a traditional snail mail postcard and pin number verification
  • Via email

Time frames to complete the verification process vary from search engine to search engine and can last from a few days to a couple months. Regardless of the wait time, don’t make any changes to your information as this can cause problems to the process. Be patient and allow the procedure to work its course.

Future changes to core information may require re-verification, but you can usually edit things like business descriptions and photos without much hassle or the need to go through the process all over again.

Last, but not least, don’t get hoodwinked into purchasing “verification” reports from illegitimate online sources that’ll only take your money but offer no true benefits.

Instead, let Cobalt Digital Marketing help you to optimize your local online listings so that customers can find you and you can grow your clientele. Don’t settle for zero results.

Let us get your name out there so you can continue to grow and succeed.
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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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Nice Try Google: SEO Strategies Google Gives That You Should NOT Listen To

Posted on Thursday, April 6th, 2017 at 10:24 pm    

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Everybody and their mom knows SEO—or so they say.

How many supposed SEO experts have promised you a ranking on page one within a week? Never mind the fact that they’ll probably use keyword stuffing, black-hat SEO tactics, duplicate content, link building campaigns, and similar strategies that are all highly frowned upon.

Heck, even Google gives out some shoddy SEO advice from time to time, at least according to columnist Nate Dame. In a recent article published on SearchEngineLand.com, Dame gives an honest assessment of Google’s recommendations when hiring an SEO company, and accurately notes that Google is a business (just like you), so it’s important to be aware that they are going to act in a manner then benefits them first.

Now, this isn’t to say that an excellent SEO strategy involves completely ignoring Google’s best SEO practice statements, but simply, that a quality SEO business is going to take their advice with a grain of salt while still making informed decisions based on experience, up-to-date information, and experimentation.

So what should we consider from Dame’s article? Quite a bit…

#1. Nobody really sees the end of the SEO journey.

The internet is alive and evolving. What worked just last year, in terms of SEO marketing practices, won’t necessarily have the same impact this year. In other words, nobody really sees the end of the road, and adjustments have to be made accordingly.

The good folks at Google are smart enough to recognize, this as well, which means even they change features and services when things aren’t working like they expected.

For instance, Dame comments on a Google assertion from 2016 that said the search engine company was going to start penalizing sites for having intrusive interstitials. Fair enough. Except it hasn’t actually happened.

Suffice to say, they’re either waiting for some reason, or they simply changed their priorities.

Understandably, Google’s prerogatives are Google’s prerogatives, and sometimes your SEO choices have to be your SEO choices. Be informed and make decisions using a wide field of sources and expert information—don’t feel obliged to only abide by what Google says.

And if you’re running business, you have to be willing to hire an SEO company that isn’t afraid to take chances and follow what they know to be right. Plus, everybody loves a rebel. (And sometimes the rebel does it just right.)

#2. Google doesn’t always tells us the entire truth.

Is Google becoming a teenager who only tells half-truths? Maybe.

Google Analytics and Search Console are still exceedingly valuable tools when it comes to better understanding data to help you make informed SEO decisions. But be aware that Google has gotten into a habit of providing incomplete data.

Dame refers to a study published on Moz that found some inconsistencies in the manner in which Google Search Console worked, with author Russ Jones stating, “Google Search Console provides a great deal of invaluable data…[however] we should remain skeptical of this data, like any data source, and continue to test it for both internal and external validity.”

 

Ideally, your SEO company is using a variation of analytics tools and resources to ensure that they are obtaining the most pertinent data to make the best choices for your site. (Some third-party SEO tools can be found here).

Or we can consider it like this. If Google is willing to help us to see half of the picture, as an SEO company, we need to have the skills and gumption to develop the other half of the image for our clients. That is what a solid partner would do at least.

Is your SEO partner doing this for you?

#3. Sorry to break the news but…Google is a business.

Any digital marketing firm worth their chops knows that UX is the goal. Google does an excellent job of reminding those of us in the SEO world that their updates and decisions are based on the seemingly big-hearted goal of giving the people what they want—websites that are easy (and dare we say fun) to use.

Doesn’t the thought of such a loving search engine company just warm your heart? Well, just as a friendly reminder (and it’s no knock on Google) but they are a for-profit company.

It’s no secret that Google is the internet behemoth. In 2016, the company was expected to take in 11.3% of the market share, and in the first quarter of 2015, took in a whopping $17.3 billion with $15.5 billion coming from advertising sales.

Google’s paid ad space is gaining a bigger portion of real estate on search results pages, and are the advertisements are beginning to harm organic search results (i.e. businesses like yours). There’s also an aesthetic change to the labels, making them look more like earned results rather than what they really are—ads.

From organic page one results being reduced from 10 links to a current average of 8.5, and Google services overtaking previously ranked travel and shopping sites, to Google carousels resulting in users seeing more ads, it’s a bit of an eye opener to recognize that not everything Google recommends (or does) is in your website’s best interest.

Of course, this all stems from the realization that Google is a business and has the right to act in the manner that best implements its business model. Thus, when working with SEO company, they should bear in mind that Google’s recommendations should be deservedly noted—but not blindly followed.

#4. Google is still king and SEO is alive and breathing.

We’ve said it before, SEO is not dead. And Google is still the place to be seen.

The fact remains that Google search queries see an average of 40,000 searches per second. And if you ask around, Google is seeing an estimated 1.2 to 2 TRILLION searches per year worldwide (Google hasn’t given an official count themselves just yet). So don’t quit Google just yet.

When it’s all said in done, and your company is looking to hire an SEO expert, you need to do ensure that they are capable of implementing up-to-date SEO strategies that can keep you competitive and ranking.

If it’s a forward thinking digital marketing strategy, you might not always see everything align perfectly with Google recommendations, but that’s ok.

Trailblazers don’t just follow leaders blindly. They research, they dedicate time, they work furiously, and they innovate. They recognize that UX drives SEO and SEO drives sales.

If you’re looking for SEO experts that know all about Google, and then some, then look no further than Cobalt Digital Marketing. Our team of SEO experts, digital marketers, content curators, social media butterflies, and business strategist know what you need and how to get there.

 

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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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Slam Dunk March Madness Marketing

Posted on Sunday, March 20th, 2016 at 4:33 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”]Friday afternoon across the United States there was a resounding chorus of “Ugggg! There goes my bracket!”. The social media channels lit up with posts, tweets, snaps and memes! Even my 9 year old lamented “There goes my Lambourghini!”. How could the numbers have been wrong? How did 15th seed Middle Tennessee Blue Raiders defeat #2 seed Michigan State in the NCAA Men’s basketball tournament? It’s March Madness at it’s finest!

For weeks leading up to “The Big Dance”, fans are consumed with analysis of players and teams. There are endless discussions of statistics, game theory and bracketology. Everyone has a theory on how to use the numbers to predict the outcomes. The odds, the overs, the unders, the spread, the best bets, the dark horses, the Cinderella stories…. and in the end 9.2 BILLION DOLLARS will be wagered.

All of this number frenzy is in pursuit of the perfect bracket to win money, prizes and bragging rights. This year, Warren Buffet upped the anti in his company pool to give the winner one million dollars a year for life! The Car Lister Bracket Challenge is offering a new Lamborghini. DraftKings, Yahoo, CBS, ESPN are each offering cash prizes and, of course, everyone wants to dominate the office pool. Truth be told, however, the odds of picking a perfect bracket are 1 in 9,223,372,036,854,775,808.

[bctt tweet=”The odds of picking a perfect #MarchMadness bracket are 1 in 9,223,372,036,854,775,808.”]

Upsets like the one on Friday are not uncommon. My family will never forget the 2012 game when 15 seed Lehigh University beat #2 seed Duke University. The big upset was even immortalized in a YouTube video. In 2006, 11th seed George Mason won game after game and shockingly made it to the Final Four! How could these upsets happen? It’s totally inconsistent with what the numbers predicted. The numbers!?!

Perhaps, THIS is the fun of watching March Madness each year? The games are fast and exciting. These basketball teams are comprised of players who are playing the biggest game of their lives or, in many cases, the last game of their basketball career. They play with heart and give 150%. Here we encounter the most important number and the reason why the other numbers aren’t consistent predictors of the outcomes.

This got me thinking about numbers and outcomes. The effectiveness with which numbers CAN predict outcomes in digital marketing is what makes THIS GAME so exciting. In business, however, WE are the teams and consumers pick us. The good news is that we can easily define the selection criteria based on data and then use specifically targeted and placed content to seal the deal.

So let me simplify it in basketball terms. It just takes a little bracketology. Here’s what I would put in my Final Four winning marketing madness data bracket. Measure these and use the data to predict the winning game outcome.

shoot & score

Yes, it is all about conversion, isn’t it? Be the team everyone wants to pick. Consumers in the end will go for the team that will do the most for them. Use your data to outline your company’s Customer MVP. Once you know who your MVPs are you can identify how to best fill their needs, overcome hesitations and be where they are to get them to engage and convert. Slam dunk!
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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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