We want to be a partner in building your business and increasing your influence. That means creating an integrated, online communications program that–more than just a new website or a different approach to SEO–is designed to achieve larger objectives. A program that continually improves over time and uses marketing metrics and testing to discover exactly what works best for you.
The first step in crafting a successful strategy is to understand your business objectives. Once we understand your goals, we can work with you to define your expected return on investment (ROI). Who is your audience and who influences your markets? What are the feeds and conversations that you need to track? And how will you manage to keep up with what’s being said online over time? Our job is to help you sift through the options and show you how to set up a robust system using tools that best fit your needs.
A journey without a destination may create new experiences, but who knows where you might end up. It’s the same with practicing random acts of social media. Without creating a cogent program around real objectives your efforts are sure to be unsatisfactory.
Social media is an ongoing process that takes time and effort and requires an organized system to understand and collect, or curate, the most important online content. This content can include blogs, news feeds, or other social media posts. Sifting through the vast amounts of relevant content across the web is a challenge for any organization. We can help!
Engagement is where the rubber hits the road. It includes content dissemination, but more importantly effective engagement necessarily means engaging targets (business targets and social influencers) in conversations over time. There are many social media tools that organizations use to facilitate engagement. They include enterprise level platforms to other more economic tools that help streamline and optimize engagement.
Images and video are very powerful, so you have to take YouTube, Vimeo, Pinterest, Instagram, Vine, and other visual platforms seriously. Take a look at this Pew Study. Do you have an effective strategy to incorporate video and images into your social media efforts? We can help here, too.
Any successful social media program will look at the metrics regularly in order to constantly improve effectiveness. At a minimum, you need look at the KPI’s (Key Performance Indicators) like referral traffic and intrinsic social metrics such as retweets, replies, likes, and reach. But we can dig much deeper by looking at data such as response by time posted, sentiment, subject matter, keywords, etc. Then we can incorporate this knowledge to improve your program.
Search Engine Optimization (SEO)
The higher you rank, the better you do. It’s that simple. How you rank in organic Search Engine Results Pages (SERP) determines how many people will visit your website. We start by identifying the keywords that people in your markets are searching for. Then, we analyze how you are doing in those rankings as compared to your competitors. Next steps include site content optimization and continued analysis, optimization, and reporting.
A key factor in your search engine ranking is the quality of inbound links to your site. Our link building strategies use the most advanced targeting, rating, and campaign tracking tools available to deliver real, powerful results. This has the benefit and combined power of engaging your audiences, driving direct traffic to your site, and propelling your search engine traffic. Links also help you to strengthen your claim to thought leadership. Web savvy surfers often judge you by your inbound links. Today, link building includes almost every facet of online marketing and communications, from commenting on Facebook and blogs, to placements with online news outlets. Link building is a complex science and we are your scientists!
Pay Per Click (PPC)
PPC or Cost-Per-Click (CPC) advertising can be a highly effective way to target audiences and drive qualified traffic to your site, especially when included in an integrated marketing campaign. Google, Bing, Facebook, LinkedIn, and Twitter offer highly targeted opportunities for Pay Per Click advertising. With the advent of Foursquare and other location based social media, audiences can now be target by demographics and location.
If you want to reach audiences through paid advertising, you cannot ignore online. Relay Station Social Media is your one stop shop for a complete, data driven, creative, and winning online advertising campaign. We provide market research and analysis; target site metrics; complete banner, text, and video creative services; as well as highly competitive ad placement services. We continually monitor progress, conversion analytics, and ongoing optimization.
Every strategy is benchmarked against web traffic and social media analytics so that we can continually optimize our tactics in the march toward your goals. Metrics are part of a road map towards the real objective: conversion of leads and prospects. Our tools include: Raventools, SEOMoz, SEMRush, and Google Analytics.
You could be surprised about what is already being said about your brand, leaders, staff, products or services on the web. A wayward Tweet or comment might come from outside or inside. If you’re not paying attention, you might learn about negative comments too late, after the problem grows into a crisis. Then you’re playing catch-up. You may already use a clipping service that monitors traditional, print media. Our social media monitoring tools operate round-the-clock and produce easy-to-understand reports that can be used to engage and turn an adversary into a friend.
A range of training options are available for individuals and groups to get you up to speed in the use of systems and components, including blogging, RSS feeds, sharing features, as well as selected networks such as Facebook, Twitter, LinkedIn, and smart phone applications. We can also train you in advanced social media marketing techniques.