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Media Strategy

Take control of your digital marketing by learning how to leverage the dynamics of owned, earned and paid digital media to build long term business value.  

 

Using a straightforward approach that focuses on your business objectives and organizational capacity, our services can help you audit, plan, implement, manage and measure your digital marketing efforts.

 

Using a collaborative discovery process that includes research, interviews and facilitated dialogue we help you identify and understand all the important elements of your digital marketing strategy.

 

Digital Marketing

* Search Engine Optimization (SEO) development with a nationwide law firm website.

* Search Engine Marketing (SEM) development with a nationwide law firm website.

* Social Media Optimization (SMO) development with a nationwide law firm website.

*Online and Print Publication advertising. 

*Integrated Marketing Strategies.

*Advanced Google Adwords Certified & Analytics Ecommerce experience.

*PPC Marketing (Pay-Per-Click Marketing)

*PR Marketing.

*Press Releases

*Website Design / Redesign.

*Logo Design

*Social Media Marketing/Engagement Plan.

*Run Weekly Marketing Meetings.

*Project Management

*Managing Director of an entire Marketing Department  

*Complete End of the Month Marketing Reports to track marketing successes and progress

*Employed Article Writer Interns for online content.

* Maintain B2B and B2C relationships.

* Advanced office and computer skills.

* Create, design and implement dynamic fresh marketing ideas for a nationwide law firm.

*Management of department employees

* Recreated department accountability through reporting, documented processes, etc.

* Managing relationships and projects with all outside vendors

* Finding new vendors and negotiating new contracts

* Search Engine Optimization (SEO) strategies and implementation

* Paid online advertising (PPC) strategies

* Department budget allocation

* Annual Marketing Strategy

* Ad Copy experience

 


 

SEO, SEM & SMO

SEO + SEM + SMO = ROI

 

Still confused on what that all means? 

SEO stands for Search Engine Optimization

SEM stands for Search Engine Marketing

SMO stands for Social Media Optimization

ROI stands for Return On Investment

 

Getting back to the basics with some well-worn acronyms to remind us what they are, why they're important, and how to do each correctly.

 

Everyone's doing "digital" now, and many surveys say that most advertisers will increase the majority of their digital budgets in 2011. But what is not so certain is whether the advertisers or their agencies will be deploying those dollars wisely and effectively across digital tactics. In fact, a recent compilation of studies shows that most marketers openly acknowledge their lack of understanding of many of the diverse digital tactics and seek to improve their knowledge. So it may be worthwhile to revisit some of the well-worn acronyms - SEO (search engine optimization), SEM (search engine marketing, aka "paid search"), SMO (social media optimization), and ROI (return on investment) - and get back to the basics of what they are, why they're important, and how to do each correctly.

 

SEO (Search Engine Optimization)

 

SEO...Constant innovation. Complete transparency. Lasting results. These are not usually traits associated with Search Engine Optimization. At Wpromote, they are the cornerstones of our philosophy. We don’t “trick” the search engines, we don’t “game Google.” We build better website experiences by creating authoritative, unique and shareable content that will grow your brand’s footprint online.

 

In a world where users' first instincts are to go online to look up the answer for pretty much anything, search engine optimization should be the first thing on advertisers' digital to-do list. After all, "if they can't find you, you don't exist." At a minimum, advertisers' websites that are a few years old should be revisited with an eye towards whether the content is in text or HTML format so that search engines can index it. Many sites built in recent years still excessively use Flash and graphics and are thus "hurting themselves" because content inside graphics cannot be indexed by search engine crawlers. So while the site looks pretty to human eyes, it looks blank to search engines because the content is hidden. There are further advanced techniques to ensure proper and complete indexing (see Glenn Gabe's e-book "Taking Control Of Your Online Marketing").

 

SEM (Search Engine Marketing)

 

SEM......Paid search, the most targeted and powerful advertising medium in history, is also a hyper-competative, mature market where only the smartest advertisers succeed. We developed our own state of the art strategy to ensure all partners recieve the best ROI when it comes to paid ads.

 

Once your website "house" is in order through basic SEO techniques, you'll be ready to drive more traffic to it through search engine marketing, or paid search. These are the paid ads on the right-hand side of a Google search result page. Because these ads are served up based on exactly what term the user is searching and when they are searching for it, these ads are orders of magnitude more relevant and timely than other forms of online ads - such as banner ads, which are served up next to content. Furthermore, because paid search ads are typically paid only when there are clicks (cost per click), the advertiser cuts out the 99 percent that would have been wasted; in other words, if click-through rates are 1 percent, that means the other 99 percent of the impressions are wasted. So by switching from paying for impressions to paying only for clicks, approximately 99 percent of the waste is eliminated (see "This is what happens when 99% of the inefficiencies are cut out of a system").

 

SMO (Social Media Optimization)

 

In the new digital world where users ignore most forms of advertising as "noise," what is an advertiser to do? Most are turning to social media and social networks like Facebook, Twitter, etc. But as we have seen before, many are still applying "old world" tactics and metrics to it; in other words, buying billions of banner ad impressions on a CPM basis on Facebook - to achieve branding through "reach and frequency." At a minimum, advertisers should "click the radio button" on Facebook advertising and switch from paying by CPM to paying by CPC (paying only for the clicks they get). This will save tens of thousands of wasted ad dollars instantly (see Facebook Advertising Metrics and Benchmarks).

 

A more sophisticated way to use social media would be to empower users to pass along and amplify your message, or better yet, let them create their own "rave" about your product and pass that along in their own words. Their words can yield powerful insights about what they think are the key attributes of your product and why they think they are important enough to pass along. Finally, the phenomenon of social commerce occurs when "friends don't let friends do just social media"; they are so passionate about a product they not only tell their friends about it but they help their friends all the way through a purchase.

 

ROI (Return on Investment)

 

So, what do you get with even a few tweaks to the execution of the well-worn acronyms above? ROI! And ROI in my book doesn't mean more traffic to a website or a higher "brand affinity" score. ROI means dollars made or dollars saved. By making your content indexable and more easily found by your target customers through proper SEO, you're helping them get closer and closer to the purchase of your products. By switching from costly, impression-based media to paid search (SEM), you are eliminating lots of inefficiency and wasted media dollars. Finally, by enabling and encouraging your customers to be your loudest fans (proper SMO), you leverage genuine word-of-mouth to achieve social amplification and even social commerce for the ultimate in ROI.

 


 

Social Marketing

Social Media Marketing/Engagement Plan.

Social Media Campaigns involving daily posts and reaching target marketing demographics.

 

Social media marketing is the process of gaining website traffic or attention through social media sites.

 

Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it across their social networks. The resulting electronic word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event, product, service, brand or company. When the underlying message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself, this form of marketing results in earned media rather than paid media.


 

Yelp Management

Protect your reputation. We monitor the most important reviews and respond appropreiately to all messages and reviews while they are fresh. Your customers are already sharing their thoughts online by posting, liking and reviewing businesses like yours.

 

  • Helping your biggest fans spread the online word of month about your business.

  • 24/7 monitoring of the most important review and social media websites.

  • Repsonding quickly to all customer reviews and messages while they are still fresh!

Why Press Releases Are More Important than Ever

 

Social media has changed how people communicate around the globe. It's led political revolutions and even created pop culture phenomena. As businesses scramble to figure out how to harness the power of social media to reach new audiences, a familiar marketing tool—the press release—has now gained fresh purpose. Press releases have become a vital tool and more important than ever in successfully promoting your company. Find out how you can leverage press releases and specific content to help investors, customers, potential employees and other target groups learn more about your company.

The New Face of Public Relations

Both large and small companies in every industry are now using social media as an integral part of their public relations and marketing needs. As social media continues to replace the traditional channels of brand promotion and communication, public relations has become synonymous with social media marketing.

For most businesses, public relations and social media marketing provide a solid foundation and baseline for brand awareness and general marketing campaigns. Before the advent of social media, companies had to go through a long and arduous process of contacting journalists who acted as gatekeepers. However, with social media, press releases are now: 

Key search engine optimization (SEO) tools that help investors, customers, potential employees and other target groups learn about and discover companies online;
Permanent parts of a company's public record, findable and downloadable for the foreseeable future; and
Direct communications tools that can deliver unfiltered messages to the masses.
 

Why Press Releases Are More Important Than Ever

Press releases have changed a lot over the years, especially since businesses have realized the importance of online marketing. But to use a press release effectively, there are some strategies. Here are some of the main reasons press releases have become so important:

Announcing a new product or service. If you want to announce a new product or service, you can draft a press release and immediately get your news found on all major search engines and social media networks by using a press release distribution service. This also enables you to target thousands of journalists.
Improving brand image. Because it has become so easy to publish and distribute a press release, companies can easily send out as many press releases as they want. Publishing more press releases more often is a good way to improve your brand's image.
Images help drive interest. Press releases now include images, videos and other multimedia, which means you can convey your message and news stories in more interesting ways than ever before.
Instant world-wide distribution. Before online press releases had became common, most press releases were sent only to journalists. If not deemed worthy of press mention, they lived in a binder, on someone's desk or in a building lobby. Now a press release can be distributed to millions of people around the world instantly through email and social media.
Expanding public knowledge. By adding links to other Web pages within a press release, companies can direct readers to even more information about what they do.
Viral possibilities. An online press release can go viral if people start sharing it over social media networks, thereby creating a buzz that was never possible with traditional press releases.
Portability and convenience. People can read a press release anywhere on the Web or on their smartphones.
Search engine optimization. By using specific keywords relating to your business, you can optimize your press release so people can easily access your company information through search engine use.
 

These are just a few tips to make the most of your press releases. Learn more ways to promote your company and access more advantageous tips as your social marketing strategy grows. Remember, the best way to ensure success is to create a plan, get started as soon as possible, and keep your press releases fresh.

Press Releases

Because of the amount of clients we have that need an agent, we developed a realtor referral program. Prokop Digital Maketing Inc. a California Licensed real estate Brokerage refers each lead to a local real estate agent. Our site receives over 2,000 new leads from home buyers each month. We refer each home buyer to lenders to get them pre-approved, and refer them to a local real estate agent if they are not already working with a realtor. We are always looking for motivated agents to help our clients find the perfect home. Please complete the form on the top of this page, we will notify you if we believe you are a good candidate for our program. We do not charge per lead, or make you pay a monthly fee. Because we are a licensed real estate brokerage we can refer our clients to you, and you only pay a fee when they close. We are looking for top agents, who are motivated to work with our clients. Thanks for checking us out! We hope to work with you in the near future.
 

Branding & Identity

What is Visual Communication?

 

“Visual communication is described as the conveyance of ideas and information in forms that can be read or looked upon”. (Galang, 2012)

 

Image transcends language, both written and spoken. No matter which language is communicated – people will always share a natural understanding of the visual image. Studies suggest that “As human beings, our brains are wired for images. According to research from 3M Corporation, we process visuals 60,000 times faster than text. This is because we take in all the data from an image simultaneously while we process text in a sequential fashion.” (Burmark, 2004)

 

“Words are processed by our short-term memory where we can only retain about 7 bits of information (plus or minus 2). This is why, by the way, that we have 7-digit phone numbers. Images, on the other hand, go directly into long term memory where they are indelibly etched.” (Burmark, 2004)

 

When applying this in practical terms, the most effective way of communicating a brands identity is through the use of visual media, in order to maximise awareness and ultimately increase revenue streams.

Creating an Effective Brand Identity:

 

As a starting point, the brand concept must be conceived; so that it directly communicates who or what it is? what is it’s purpose? and who is the target audience? The logo design must visually encapsulate and represent all of these elements.

 

It is hugely important that the design and style of the logo fully reflects the brand message, to ensure that the target audience recognises it immediately. The logo must be simple enough to be perceived quickly and with ease, and also have enough visual content to be memorable so that the audience creates a strong visual association with the brand overall.

 

The following outlines key elements to consider when creating a Logo Design:

 

Symbolism: Create an original and unique visual device that illustrates your brand effectively.  You can rarely go wrong when using clean lines, strong shapes and a simple, modern Sans Serif Font Family. Ensure that the design isn’t too complex, so that it reads well up close and from long distances. I recommend initially creating the logo in Greyscale, as use of colour can be distracting. If the logo works in black and white; it will work in colour.


 

Content

Content marketing differs from advertising in two fundamental ways. First, content resides on owned or earned media. If there's a media buy involved, it's advertising, not content marketing. Second, content marketing is a pull, rather than a push, strategy. Content doesn't interrupt, it attracts. And it is attracting advertisers in droves. I've just interviewed close to 60 senior advertising and marketing executives for a research report on content marketing. Every single one says they're significantly upping their commitment to and investment in it. And they're asking hard questions.


 

What are 301 redirects?

A 301 redirect is the HTTP status code for when a page has been moved permanently to a new location or URL.

 

In our case, if we set http://example.com as our preferred domain, we can set a 301 redirect for www.example.com, Similarly, we also can do this for www.example.com/index.html or www.example.com/index.php.

With a 301 redirect, the value of inbound links as well as historic/trust records for one URL will move to the other, though there’s debate as to just how much of this benefits are passed on to the new URL. While estimates vary, I’ll address this a bit later in this article.

 

 

Setting Up the 301 Redirect

To set up a 301 redirect on an Apache server, you have to open your .htaccess in a text editor, then enter one of these snippets of code into your file and save it.

For redirecting a non-www URL to a www URL:

Options +FollowSymLinks

RewriteEngine On

RewriteCond %{HTTP_HOST} ^domain\.com$ [NC]

RewriteRule ^(.*)$ http://www.example.com/$1

[R=301,L]

For redirecting a www URL to a non-www URL:

Options +FollowSymLinks

RewriteEngine on RewriteCond %{HTTP_HOST} .

RewriteCond %{HTTP_HOST} !^example\.com

RewriteRule (.*) http://example.com/$1

[R=301,L]

If your website is based on WordPress, dozens of free plugins exist to help you easily set up and manage 301 redirects. A simple one I prefer to use is called "Simple 301 Redirects."

You can test your redirect by simply visiting your old URL; if you’re immediately taken to the new URL, it’s working.

 

The 301 Redirect and Inbound Links

You might have heard that using a 301 redirect can lead to losing 15 percent of your "link juice." Many sites quote Matt Cutts, Google’s head of Web spam, as having made that statement. To the contrary, Cutts said in this video that links passed from one domain to another using a 301 result in no loss of link juice. However, skeptics remain, and many SEO professionals are hesitant to take Cutts’ word as truth.

 

What About rel="canonical"?

Some SEO professionals recommend using rel="canonical" instead of 301-redirects because they think that 301 redirects could hurt performance due to a browser having to make an extra trip. Again, Cutts has debunked this myth, stating in this video that while the rel="canonical" tag is effective, browsers and search engines both know how to deal with a 301 redirect.

 

Conclusion

Using a 301 redirect is an effective, simple fix if you need to permanently move a page from one URL to another, or clean up www vs. non-www issues. It’s easy to set up and is well-understood by Web browsers.

 

 

What is A/B Testing?

 

Optimizely: A/B Testing Simplified

A/B testing is a simple way to test changes to your page against the current design and determine which ones produce positive results. It is a method to validate that any new design or change to an element on your webpage is improving your conversion rate before you make that change to your site code.

Testing takes the guesswork out of website optimization and enables data-backed decisions that shift business conversations from “we think” to “we know.” By measuring the impact that changes have on your metrics such as sign-ups, downloads, purchases, or whatever else your goals may be, you can ensure that every change produces positive results. Quantitative data speaks for itself. You and your coworkers may have hunches about how site visitors will respond to certain design elements; A/B testing allows you to show visitors two versions of the same page and let them determine the winner. Constantly testing and optimizing your page can increase revenue, donations, leads, registrations, downloads, and user generated content, while providing teams with valuable insight about their visitors.

 

Here’s how it works:

 

An A/B test involves testing two versions of a web page — an A version (the control) and a B version (the variation) — with live traffic and measuring the effect each version has on your conversion rate. Start an A/B test by identifying a goal for your company then determine which pages on your site contribute to the successful completion of that goal.

Imagine a company, Acme Widgets, that operates a web store selling widgets. The company’s ultimate goal is to sell more widgets and increase their yearly revenue, thus the checkout funnel is the first place Acme’s head of marketing will focus the optimization efforts.

The “buy” button on each product page is the first element visitors interact with at the start of the checkout process. The team hypothesizes that making the button more prominent on the page would lead to more clicks and therefore more purchases. Using Optimizely, the team simply makes the button red in variation 1 and leaves the button grey in the original. They quickly set up an AB test using an AB testing tool that pits the two variations against each other.

 

As the test runs, all visitors to the Acme Widgets site are bucketed into a variation. They are equally divided between the red button page and the original page. Optimizely measures the number of visitors who saw each version of the button and then clicked it. It also measures the number of visitors who completed the purchase funnel and landed on the “Thank You” confirmation page.

Once enough visitors have run through the test and Optimizely indicates that the results are statistically significant, the Acme team ends the test and is able to declare a winner. The results show that 4.5% of visitors clicked on the red buy button and 1% clicked on the original version. The red “Buy” button led to a significant uplift in conversion rate, so Acme then redesigns their product pages accordingly. In subsequent A/B tests, Acme will apply the insight that red buttons convert better on their site than grey buttons.

What assumptions are you making about your site right now? Load your site into the Optimizely editor, click “Test it Out” and see how simple it is to set up an AB test or multivariate test with Optimizely. Your improved site is the only outcome.