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lseo and orm ~ dynamic duo

dpa branding

lseo and orm ~ dynamic duo

 

LSEO: The consumers most likely to buy your goods or services are those nearest to you. LSEO (or local search engine optimization) techniques work to keep your name, website and business visible to these consumers as they are of the most value. Search Google for a product or service you need. Note the results that have the Star ratings. You will find businesses that market these goods or services in your area. You will further find that these businesses are rated with a one to five star rating system accompanied by reviews that let you know what other consumers have to say about them.

 

ORM: Content generated by Internet users has expanded to the point that it can now sway search results—significantly. A desire on the part of users to influence results naturally follows, as does a desire on the part of advertisers to exercise control over their brand’s reputation. ORM (or online reputation management) services vary, but in essence, monitor reviews, dispute erroneous reviews and automate the customer review process.

 

At dpa branding, our Local Search Engine Optimization and Online Reputation Management solutions succeed because they symbiotically achieve duel objectives. First, they position the advertiser as a trusted Local listing. Second, they generate more customer reviews, encouraging more people to do business with you. This article about Google Places and the “Referral Traffic case study” will help to explain our position and verify some facts.
Consumers pay attention to online reviews, and so should you. Internet users increasingly check search engines first in their quest to find a product or service, and more frequently than ever, will investigate a website before they enter an establishment. Whether they choose a different business, or stick to their original intention, consumers who read local online reviews claim that a preponderance of negative or positive reviews does effect their final purchase decision.
Often, advertisers are concerned only about their star rating—this is a mistake. The real power here resides in the kind of exposure and website traffic you will get as the result of a steady flow of reviews to your LSEO listings. Updating your Online Reputation Management content also improves your local search engine optimization ranking position for your listings.

With only seven percent of all Google Places listings claimed to date, those who take quick action will surely reap the benefits. dpa branding’s ORM program includes six other LSEO listings which enhance your Local awareness: Yahoo Local, Bing Local, Merchant Circle, Yellow Pages, Yellowbook and SuperPages. These sites may not get as much attention as Google Places, but we assure you, they are vital if you want to build and expand awareness of your Local presence.

Further analysis of consumer behavior indicates that that a business with hundreds of 4 or 5 Star rated reviews predictably gets more consideration from consumers than a business with a handful of 4 or 5 Star or negative reviews. Clearly, this can’t be accomplished overnight, but you can win this game by generating steady, methodical growth in your LSEO listings, and to help you do that, it is imperative that you make it exceptionally quick and easy for your customers to give you feedback.

dpa branding offers you the only Point of Sale Review App that enables your customers to write a review in less than sixty seconds. Some may claim to provide a similar service; do not underestimate the importance of getting this right. You need to have this solution in place and working for you. Our Tablet Review App makes it easy for your customers to writes the reviews at the point of sale.
That’s why it’s so important. Consumers are not happy when asked too many intrusive questions or when you impose on their time or patience. Our process is designed to be consumer friendly, streamlined and simple. It helps your already happy customer maintain that positive frame of mind as they quickly and conveniently create a review in less than 60 seconds–during the transaction process.
It’s important for one to be clear on the full value of Online Reputation Management. Knowing you have this effective tool in your marketing arsenal, as well as knowing how and why it is so effective, will ensure that you continue to receive big dividends as customers share their experiences via the Tablet Review App.

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The Power Of ORM

“Madam, I am defending your honor. Which is more than you’ve ever done.”
        Groucho Marx

Why bother with Online Reputation Management?  Because the stakes are astronomical. Online reputation management is crucial to your business and can assist in influencing purchase decisions or can be used to falsely destroy a company’s reputation. Search Google for Wal-Mart, or Yahoo for a local dentist, and you’ll understand. Search results can make or break a brand. 

DPA Branding has crafted a proprietary ORM process that ensures well managed and organic social media dialogue and that has the ability to respond rapidly and fairly to negative postings in concert with the expertise and best practices of their clients. They have stream lined the process of review posting for their client’s customers, and they protect against fraudulent submissions.

Your online brand is an extension of your offline business, and branding is critical to your online marketing success. In this day and age, online reputation management is not optional and it is not a one-way process. It has become a two-way communication channel vital to your company’s existence. Maintaining a clean image and reputation of your brand is of the highest importance, if you want to remain competitive online.

DPA Branding’s proprietary ORM process can evaluate your current online reputation and help you quickly take control of it in order to effectively shape your online image. DPA Branding may provide you with the proper tools and expertise for the job, but you must be the author of your online story.

Digital Creative Content: The Song Does Not Remain the Same

Generations of traditional media, and the creative marketing practices that were developed through them, have been eclipsed in the past few years by social and digital media at an accelerated rate.

According to social media and digital media experts, here are a few amazing supporting facts:

  • Social networking continued to gain momentum throughout 2010
  • 9 out of every 10 U.S. Internet users now visiting a social network in a month
  • The average Internet user spends more than 4 hours on social network sites each month
  • 1 out of every 8 minutes online is spent on Facebook
  • For a three month average period ending in February 2011, 234 million Americans ages 13+ used mobile devices. 69.5M people in the U.S. owned smart-phones during the three months ending in February 2011, up 13% from the preceding three-month period
  • In February, 68.8% of U.S. mobile subscribers used SMS on their mobile device. Browsers were used by 38.4% of subscribers (up 3.1%), while downloaded applications were used by 36.6% (up 3.2%). Accessing of social networking sites or blogs increased 3.3%, representing 26.8% of mobile subscribers in this three month period
  • There are now more social networking accounts than there are people in the world, according to figures from In-Stat. The market analyst reports that there were. 10 billion social-networking and online-world accounts in 2010 and that 4.5 billion of these are active
  • U.S. on-line advertising revenue has hit an all-time high, the Interactive Advertising Bureau reported yesterday. According to the Interactive Advertising Bureau (IAB), online ad spending hit $26 billion last year in the U.S., representing a 15% gain YOY. In the fourth quarter alone, advertisers spent $7.45 billion on the Web, jumping 19% YOY. Search advertising continued to be the most popular choice among advertisers, totaling $12 billion last year. Advertisers spent $9.9 billion on “display-related” ads, including banners, sponsorships, and digital video commercials. Classifieds and directory ad spending hit $2.6 billion

This said, it would be very easy to assume the creative messaging that is most effective in this current marketing model must be very different from what we have all become accustomed through when printed newspapers, radio and television were our only choices for mass media exposure. Because the means we reach our targeted audiences are new shouldn’t the messaging also be in a brand new style? The answer is: Yes, well, sort of. It’s not that easy.

Evidenced by YouTube seeking professionally produced video content, increases in corporate nationally produced viral video campaigns, and the amount of money being invested by national television, cable and radio broadcast companies on integration tools toward three-screen media technology; quality content is available more and more for free public consumption wherever you turn at a much higher quality standard.

What that means for digital creative content is that the same production and creative agencies that were winning audiences over with Super Bowl commercials and print campaigns are the same sources of competition on-line now for viral video campaigns and banner advertising. Therefore, to cut across the unfathomable amount of digital creative on-line, even locally optimized content needs to meet a higher standard of creative content and production.

This obviously flies in the face of what we’ve experienced in the short history of social media and internet marketing in general; where low-res home videos of individuals could gain international attention. Sure, this will not ultimately stop happening, as interesting, informative and entertaining material from any source will always find an audience.

And there lies the rub: If engaging content will never be replaced by fancy productions, and yet, according to industry trends and a greater understanding of how to effectively market for exposure on-line is utilized with larger corporate budgets, how can we as advertisers and all levels of producers get our message out to our targeted audience(s)? Where should our creative focus be directed? The simple, albeit dreaded answer, is clearly both.

While small businesses and individuals won’t be able to realistically compete with the production level and promotional dollars spent by larger corporations, the corporate entities must learn to adapt their creative process to generate less sanitized, organic content that is as nimble, personal and sincerely grassroots as content produced by those unencumbered by bureaucracy and shareholders, or those larger companies will risk remaining behind the messaging curve.

This is not a doomsday scenario for either end of the spectrum though. This is a great opportunity for those who see this for what it is. What this confusing development is trying to tell us is that quality social and digital media content, with the most demand for content in the information age, will force us all to break out of habitual and outdated creative habits to create content at levels we never dreamed were within our reach.

We will all be meeting somewhere closer to the middle before we know it – as long as we pay attention to our targeted audiences. The audience knows best. So, gone are the days of dazzling production without strong content, and with the ever increasing personal financial accessibility to the type of production assets the elite spenders have had access to in the past, those that cut across the clutter will rise to the top only by concentrated efforts toward both engaging messaging and appropriately supportive production.

A new means of distributing our messaging meets with a higher consumer standard for what they expect to see. Quality content, from concept through post-production and how it is delivered, has never been more important to be competitively effective. We need to learn from each other and meet reality where it takes us instead of thinking there is a short-cut to success.

To update an old adage about the ultra-competitive land of Madison Avenue: If you make it on-line, you can make it everywhere.

Copy Writing of today

Over the past several years, the job of a copy writer has a. changed remarkably and b. remained substantially the same.

The primary job of a copy writer has always been – and always will be – to deliver a client’s message in a compelling fashion, so as to produce a desirable action on the part of the recipient.  Pretty simple, eh?  However, when one compares today’s communications landscape to the one that existed in the mid-‘90s, there is now more need than ever for outstanding copy writing, thanks to new opportunities which have been created through use of the internet as a marketing platform.

Prior to the widespread adoption of the world wide web, copy writers in the field of advertising and marketing primarily crafted scripts for radio and television commercials, copy for print ads and catalogues, press releases, and the occasional prospectus or business plan.  However, with recent developments in technology – and the resulting changes in the way that people communicate and receive information – the copy writer must now ply his trade in formats that did not exist a generation ago:  web sites, emails, tweets, streaming video, social utilities and more.  And when it comes to web content, the copy writer must craft the message so that it will be found quickly and ranked highly by search engines such as Google and Bing.  If a potential customer can’t find a client’s message online, then the battle is lost before it has begun.

But even when one considers all of the recent technological innovations which have forever changed marketing and advertising, it becomes apparent that, while the tactics employed by a copy writer have changed, the fundamental strategy has remained the same:  deliver a message which favorably and prominently positions the client in the recipient’s mind and then produces the intended positive result.   Pretty simple, eh?

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