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

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.

57% of people find law firms online #attorney #SEO #web Click To Tweet

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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Mobile searches have surpassed desktop searches on Google. #mobile #ready #beprepared Click To Tweet

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.

Contact us today at (866) 224-5705 to find out how we can help you craft and perfect your online presence.

Cobalt Digital Marketing and the F8 of the Tech World

Facebook’s F8 conference took place last week in Silicon Valley and the tech world is once again set on its ears. From direct brain-computer interface for typing to augmented reality, special effects picture sharing and more, the F8 of the tech world appears to be glorious (and will undoubtedly have profound effects on marketing).

  1. Facebook Analytics Update

Changes in Facebook’s analytics platform will provide businesses more in-depth info on their customers’ engagement with not only their Facebook Pages but their websites, applications, services, and bots. The new analytics systems will follow customers through their entire journey, including offline conversions, and will offer businesses better insights on how marketing and ad campaigns can be used to increase engagement, and ultimately, sales.

A better understanding of ROI when using social media will help marketing teams better target specific audiences, like those who have visited a company’s website and are more likely to make a purchase.

  1. Getting in on the filter action.

What is being coined as the Camera Effects Platform, Facebook has been developing a new app that will allow users to create their own unique image and video filters and effects. Essentially turning smartphones into an augmented reality platform, Facebook users, businesses, and marketing teams will have the ability to create one-of-a-kind frames and animated effects to better engage with audiences.

As there has reportedly been a decline in sharing on Facebook, the social media juggernaut is hoping to revamp it’s sharing feature to basically make it more fun for users. Seeing how popular Snapchat’s personal and business geofilters have become, this one is sure to strike a chord with audiences.

  1. Talk to the bot.

Facebook has introduced Messenger Platform 2.0 to support their billions of monthly users and tens of thousands of active bots. One of new features in Messenger is known as the Discover Tab and will allow users to find the best bots and businesses to connect with—together.

Another improved element with be Messenger’s AI assistant, M, which will help to make customer experiences run smoother across Facebook’s multiple tools. The new API will allow brands to better track the customer experience and deliver better services like cross platform purchases and delivery.

Look for businesses to develop models to create a seamless experience across apps and devices with users being able to more easily chat with bots in a group.

  1. Augmented Reality

Zuckerberg highlighted some new AR technology features that can quickly be making their way to your smartphone (the AR demo starts at 19:22 during his keynote). And in a nutshell all we can say—COOL!

The tools previewed during the demo will allow users and brands to create fun (and informative) interactive content, such as adding 3D objects to an image or virtual pop-up cards to provide information about a product. The potential for what brands will be able to create in the digital world and in real life opens up an entirely new channel of marketing.

  1. Facebook Workplace continues to evolve.

As Facebook grows older, it’s also growing up to speak. Rather than just being the social media go-to platform for friends and families, Facebook is hoping to delve into the working world, that’s why Workplace is adding chatbots, file sharing services, and better integration with various IT compliance tools and services.

Adweek has reported that more than 400,000 groups have been created on the platform with customers as large as Starbucks and Viacom. A free version known as WorkPlace Standards is set to become available to companies and organizations relatively soon. With the potential to link businesses across the world in real time and work as a virtual office, small businesses and firms can benefit from cost savings.

  1. Smarty pants.

The development of Facebook’s Smart Replies will help to enhance customer support and automate answers so Page owners won’t have to deal with huge influxes of questions alone. Smart Replies will be able to respond to FAQs such as business hours or directions by drawing from information found on the Page and replying with the correct information.

Brands will now be able to free up some time to meaningfully engage with the audience rather than simply answers questions. Just remember that because the Smart Replies is grabbing information from your Facebook Page, you’ll need to make sure that information is being updated as necessary.

  1. VR get togethers, mind control, and more…

This week’s F8 conference also included a few more amazing topics and technologies that blew us away, including:

  • Facebook SpacesA VR app being introduced for the Oculus Rift, Facebook Spaces is going to offer friends and family an interactive virtual environment where you can chat, draw, play games, take pictures, watch videos, and more. You’ll even have your very own avatar created from images loaded onto Facebook. This one seems like the perfect virtual hangout spot.
  • Facebook is reading minds—Well, maybe not just yet, but the company’s development division is working on a neural interface that will allow a user to type by just thinking the words. Facebook comments might get even zanier than we thought imaginable.
  • Surround 360-degree camera—Technically two new versions were announced and Facebook is hoping both help to accelerate the development of 360-degree content. While the cameras definitely cost a pretty penny, the company is planning on working with businesses to lease out or rent the costly (but innovative) tech.
  • Oh yeah…there’s this whole hearing through your skin thing—Facebook’s Building 8 development department is also working on skin sensor technology that will allow the brain to recognize and translate what a person touches into symbols, words, and patterns. Yup…

Let us help you stay on top with Cobalt Digital Marketing and help you make the most of your Facebook marketing strategy or better connect your business to current and new customers.

We know that to stay competitive we need to be ahead of the curve. That’s why we are constantly researching and understanding the newest technologies that are set to emerge. Let us be the guiding light you need in the ever evolving digital marketing world.

Long Live the King: What We Learned About Digital Marketing and Content at SXSW

It’s been a hell of a ride here at SXSW 2017!

From seeing the always impressive Gary Vaynerchuk discussing entrepreneurship and social media changes, to Mark Cuban and tech execs discussing the government’s role in “disrupting disruption” (plus the occasional movie premier…here’s looking at you, As I Walk Through the Valley), it’s safe to say Cobalt’s very own Moe has soaked in more than enough to last until next year’s event.

But we know why you came here, so on to the good stuff…

There’s been a lot of talk here at SXSW ‘17 about the ever changing digital world and its effects on marketing. First and foremost, as per Moe’s “good friend” Gary V., it’s important to recognize that “the creative is still the variable of success.”

While there may be certain industry standards and tried-and-true methods to help you develop your marketing strategies, the truth is that every business still has the opportunity to tell their own unique story and develop their brand in a manner that separates them from the pack. Basically, there isn’t a one-size-fits-all system, and because of this, creativity is still key.

So where else should your focus be while digital marketing? Chew on this…


Start with the fundamentals.

If you want to get from point A to point Success, you are going to have to understand your target audience. This means you have to know your business and be able to answer some very existential questions:

  • Why does it exist?
  • Why should anyone be interested in your product or service?
  • What are your business goals and how do you plan to actually get there? (Hopefully it’s not through a lot of luck.)
  • What are some things you’re not willing to compromise about your business and yourself as owner?

You’ll also want to keep a diligent eye on your data. This means tracking both qualitative and quantitative information for user engagement. Analytics will continue to play a vital role in digital marketing as it allows you to see what platforms your target market is using most and what is and isn’t working for you.

If you’re really on top of your game and effectively using that data, you’ll be able to see trends and better understand what type of engagement most resonates with your audience. Again, you have to be tracking this data effectively, but if you’re doing it right, it’ll pay off with a better idea of how to strategically have core-users interact with your brand.

Content—let it reign.

One of the main components of a solid marketing strategy is going to be site content. But it’s not enough to merely just type away and simply say a lot of amazing nothing, it’s important to have real conversations and interactions with your audience and consumers.

Don’t just talk to them, actually talk with them.

Quite a few industry leaders and forward thinkers kept bringing up the value of authenticity in content and marketing. If you really want to be the digital elephant in the room, make sure to have a real story to tell.

And let’s see who agrees…

“Mike McKenna and Jon Keegan discussed Keegan’s Blue Feed Red Feed project in the Wall Street Journal that revealed that your Facebook feed tends to reflect your political and social views, which can create “echo chambers” and confusion around real versus fake news. The key takeaway was that authentic information grounded in facts will always prevail and resonate with readers.”

– Alison Kwong, North America Public Relations Manager at “Which Truth Do You Like Best?”—The Dangers of Curated Content

“The panel focused on how brands can flourish in the sacred spaces of social feeds without annoying users or appearing inauthentic. Steve Patrizi of imgur said that for brands to succeed, they must understand the culture of each space and give more than they take in terms of value.”

– Kerry Brunelle, Social Media Strategist, at Shopping & Sacred Social Space

Wrapping it up.


Ultimately, social media is meant to work as an added value for your customers. Through social, you are able to provide meaningful information, knowledge, and expertise for your customers (plus the occasional funny and refreshing content).

Developing social media strategies can be a major process and take some time to “master,” but there are some essentials you should be aware of:

  • Just like content, your social media posts need to be authentic and engaging. They don’t always have to be product information or sales posts; sometimes your audience just wants a quick laugh or interesting blurb to engage with.
  • Posting frequently is going to be essential to stay relevant in the minds of your followers. By keeping your content fresh, followers are more likely to engage and connect with you. Today’s tech-driven world moves at an incredible pace, so today’s post needs to be relevant to today’s news.
  • Make things easier for yourself by using content scheduling software. MeetEdgar and Hootsuite are great platforms that can help you to manage your social media marketing in one place.

If you really want to get the inside scoop on everything Moe has been learning at SXSW ‘17, make sure to follow us on Facebook, Twitter, Instagram, and LinkedIn.




“SXSW is considered to be the biggest and most diverse event focusing on the intersection of people and technology.” -Forbes

This quote captures the exact essence of why Mauricio Pina from the Cobalt Digital Marketing team has happily taken the journey up to Austin since 2007 to immerse himself in a world of digital creativity, technological evolution, and unforgettable industry experience

Where the Future is Being Discovered

Innovation isn’t just a new product. It’s a way of thinking and living. It’s an experience and it goes by the name of South By Southwest (SXSW). This is the place where discovery and inspiration create world-breaking digital trendsetters—this is why Cobalt attends the one-of-a-kind conference. We absorb each new technique and idea so that we can bring the innovation back to you. SXSW is where the future is being discovered and Cobalt makes sure they’re in the front seat for the ride.

Can’t Make It? We Got You!

We get it. You’re not able to make it because your business comes first. But that’s fine because Cobalt’s very own co-owner Mauricio will be making the 300-mile trek up to Austin for SXSW 2017—and he’ll be keeping you up-to-date every single day with the latest industry trends, SXSW news, ingenious digital marketing tips, and also posting the occasional selfie with a celebrity. Make sure to follow his every step via Cobalt’s Facebook, Twitter (@cobalt_digital), LinkedIn, and Instagram (cobaltdigitalmarketing) pages.

It’s All For You

There’s a simple reason why Cobalt Digital Marketing participates at SXSW—for you. By staying on the cutting edge of digital marketing and technology, we’re better able to support your vision and improve your chances for success. Attending SXSW helps to set us apart from all the other digital marketers, so you can set yourself apart from all your business competition. Quite simply—when we learn and grow, so do you!

Don’t Let the Negative SEO Grinch and Bad Marketing Ruin Your Business

There’s a dark side to SEO and digital marketing.

There’s back alley negative SEO attacks. Competitors belittling your services. Falsely created business reviews. And sometimes there’s just bad marketing choices being made.

On one hand, quality digital marketing offers a seemingly infinite potential to develop and provide more effective customer experiences. This user-centered approach means interacting with customers in a way that will give you an insight on what your targeted audiences want, thus improving customer satisfaction, retention, and ultimately, revenue.

But that’s when your digital marketing works ideally.

There’s also the flip side of the coin in which things can go – bad. That’s why you need the expertise and thoroughness of a team like Cobalt Digital Marketing. Of course we work to make sure your digital marketing strategy is running smoothly, but we also like to plan ahead for when the road gets bumpy.

So what are some of these stumbling blocks we prep you for? Well, there’s:

The Negative SEO Grinch

You’ve probably heard of Search Engine Optimization (SEO) (though here at Cobalt we refer to it as Search Experience Optimization). But if you don’t keep up with digital marketing much, then you’ve probably never heard of negative SEO, which is the exact opposite of what you want happening.

Rather than increasing search visibility in Google (everyone’s favorite search engine), negative SEO is aimed at demoting your site’s search ranking, or in extreme cases, having it completely removed from search. There are a number of tactics that are used to produce these negative effects including: creating fake reviews, building a massive amount of unnatural links from illegitimate websites, spamming keywords, creating duplicate content, and even hacking sites.

While Google has developed some tools dedicated to helping prevent negative SEO attacks, there’s still the possibility of being penalized because of someone else’s malicious attacks on your site. There are some indicators that can help you to detect if an active negative SEO campaign has affected your rankings including:

  • Greatly reduced search traffic. A sudden drop in search traffic is a tell-tale sign of an negative SEO attack (assuming you haven’t been performing anything shady yourself). A drop from Google rankings means a drop in revenue, so keep an eye out for this.
  • Google will tell you to play fair. Google penalizes in two different ways – manually and algorithmically. An algorithmic penalty is only spotted by noticing that drop in traffic we already mentioned. A manual penalty means Google will send you a little love note explaining why they have taken action against your site.
  • Look at the anchors clouds for your site. Spammy anchors are frequently used by negative SEO practitioners to overwhelm your site. Terms like “cheap viagra” are frequently used to disrupt your website’s reputation.

Preventing a Negative SEO Attack

A penalized website can keep you out of business for months (which can really damage your reputation and revenue) so consider the following tips that can help prevent an attack:

  • Use Google Webmaster Tools Email Alerts. These alerts can notify you if: your website is being attacked by malware, your pages aren’t indexed, you’re having server connectivity problems, or you get a manual penalty from Google.
  • Keep an eye on your backlinks. This preventative measure is one of the most important steps to take to protect your site from spammers. Tools like Ahrefs or help you to track links (whether you gain or lose them).
  • Secure your website. You’ll want to protect yourself from hackers so consider using Google Authenticator Plugin for your WordPress website. Also, if your hosting company allows you to upload, check to see if it’s possible to install antivirus.
  • Monitor your social media profile. Sometimes, jealous competitors (read haters) might try to bring you down by creating fake accounts on social media using your company’s name. There’s also the possibility of falsely created reviews of your business that throw it in a negative light.
  • Play nice and don’t make enemies. There’s no reason you should be making online enemies. Arguing with clients (or anyone else for that matter) can lead to some hostile actions from others. Revenge has gone digital.
  • Don’t do negative SEO on yourself. You (or your inexperienced digital marketing team) can accidentally hurt your website by using techniques that are not acceptable to Google like:
  • Linking to penalized websites.
  • Building too many backlinks using “money” keywords.
  • Publishing a huge number of bad guest posts.

Negative SEO is alive and breathing so don’t make it any easier for malicious spammers and vengeful competition to break your business. While you can bounce back from an attack if you understand what steps to take, some small businesses aren’t so lucky.

Bad Digital Marketing Gets You a Lump of Coal

Digital marketing isn’t just about a pretty website and a fancy format. There area number of real world key metrics that need to be taken into account in order to make sure that your digital marketing strategies are effective.

Familiarizing yourself with key metrics provides insight that can help you overcome unpredictable situations. Failing to recognize the importance of these analytics can get you a nice hot heap of coal in your Christmas stocking, so pay attention to:

Total visits. Tracking this number gives you a “big picture” idea of how well your marketing campaign is doing. A sudden drop from one month to the next can help you identify and rectify any issues.

  • Channel-specific traffic. These metrics should include your direct, referral, organic, and social channels. Measuring these helps you to know where you’re going strong and where you might need to place some focus.
  • Bounce rate. This number gives you the percentage of visitors who visit your website and leave without further exploring. You’ll want this number to be low because the more time someone spends exploring your site, the higher the likelihood they’ll convert and take action.
  •  Keep an eye on conversions as this number allows you to track customer engagement on your site. This usually means filling out a form, clicking a download button, providing an email, creating an account, making a purchase, etc. Low conversions can relate to your site’s design, your product, or a lack of a targeted audience.
  • Search trends. Search trends help to guide you to the right keywords for your campaign (thus affecting your SEO).

A weak digital marketing strategy that fails to properly handle key metrics means you won’t be able to adjust your plans as needed and your revenue will start to fall – putting your business at a real risk of failure.

Do You Want to be Known as the Digital Bad Santa?

Your online presence speaks volumes about your business. Whether you guide that reputation is up to you.

The goal of an integrated digital marketing strategy is to establish a seamless online presence across web, social, and mobile that reflects your company’s vision and values. As mentioned earlier in the article, a truly malicious competitor might decide to play dirty and to smear your name with bad company reviews and negative SEO tactics.

That’s why you’ll need an experienced and analytical digital marketing team that can help you to develop a powerful brand message that defines the company’s core vision and value, as well as provide the technical support needed to ensure that when attacks do occur, your reputation and website can withstand the barrage.

A solid online presence should include:

A website tailored to your target audience with clean and clear navigation.

  • A social platform presence that serves as a two-way channel between your brand and consumers.
  • An integrated connection between all digital marketing channels that offers personalized experiences.
  • Content that informs, entertains, and adds value to your services

So are you in control of your online presence? If you’re not, then your competition just might be. And it’s a pretty safe bet that they’re making you out to be the bad Santa that can’t deliver on services.

Don’t Let the Negative SEO Grinch Steal Christmas

So we must admit that we did cover quite a bit of information here today, but if you’re still not sure why you need a competent team of professionals running your digital marketing campaign then consider this:

Digital marketing gets better Cost-Per-Lead compared to other marketing channels.

  • Digital marketing delivers conversion to leads, subscribers, and sales.
  • Digital is the future and provides small and medium enterprises revenue growth when done correctly.
  • Real-time digital marketing increases customer satisfaction, experience, and retention.
  • Digital marketing helps to cater to the ever growing mobile consumer.
  • Digital marketing builds brand reputation.
  • Digital marketing targets the right kind of people that ensure your business’s survival.

Get ready to make 2017 the best year with Cobalt Digital Marketing!


Vote Cobalt Digital Marketing for Precedent

This election is finally coming to an end. But it seems like marketing on social media and presidential elections have only just begun.

“The First Digital Election” of 2012 definitely offered Americans a glimpse as to how influential real-time digital media could be, but very few of us were prepared for the dramatic 2016 presidential race that played out online, 24/7 365, over the past two years.

And while this rollercoaster winds down and America begins to find its equilibrium once again, it’s pretty safe to say that digital marketing will never be the same.

So what did we learn from 2016’s presidential election?

The social media marketing precedent.

An article by Entrepreneur found that Trump has more than 10 million Twitter followers, nearly 5 million Facebook friends, and over 2 million Instagram followers. In fact, the #trump tag has been used hundreds of thousands of times over the past 24 hours.

What social media marketing has offered to candidates is the ability to reach out to potential voters with a tailored message, rather than having to deliver a single pitch to a massive population of diverse individuals.

Facebook’s News Feed, for instance, is more likely to offer content to a user based on his or her previous likes, interests, and shares. Because preferences are highly affected by one’s political leanings, by extension, so is their news feed. This means users are more likely to find news about their presidential choice and thus be subtly influenced by constant reminders to vote for that individual.

Another interesting data point is Snapchat’s proliferation. Data from Public Opinion Strategies found that of U.S. smartphone owners between the ages of 18 to 34, more than 60% of them are using Snapchat. There’s also information that points to Snapchat reaching 41% of this same demographic on any given day.

An engaging Facebook post, or one enticing tweet with an attention grabbing hashtag, can now reach more people than a newspaper, radio, and television ad that could all potentially cost thousands of dollars. This is why it is exceedingly important to run an effective social media marketing campaign, as older methods just aren’t cutting it anymore. Not sure where to begin? Let the experts at Cobalt Digital Marketing get your business the publicity it needs to thrive.

If you’re not doing #socialmedia, you’re not doing #marketing right. Click To Tweet

SEO is the winning candidate.

This election, Google was one of the hidden battlegrounds for candidates. Voters flocked in droves to find information about their candidates, and SEO became an important, albeit hushed, element in the race.

Effective campaigns utilized SEO in a number of ways that included developing their online reputation and creating meaningful content needed to inform potential voters about the candidate’s position on vital topics.

Successful SEO techniques included:

  • Determining keywords related to issues that concerned the voting population.
  • Creating content that addressed search topics.
  • Developing an attractive website that was mobile friendly.
  • Link building between positive articles and the candidates.

SEO search data was significant factor for candidates, as it allowed them the ability to measure interest, on a state-to-state basis, and helped them to draw useful conclusions regarding topics and opportunities they could explore in order to boost their favorability.   

A state-by-state comparison of this data also provided campaigns an understanding of the vary sentiments amongst voters and thus whether or not to focus their attention on a given demographic or region (or what is known in business as Return on Investment).

At its basis, SEO helped the nominees to analyze and understand the voting population to a higher degree than seen before.  

Also, by including an attractive website in their political campaigns, both candidates were able to include additional information such as endorsements, that could help to persuade voters that their “product” was better. It also provided a platform for the nominees to share their ideas and thoughts about particular news in real time, thus improving their online presence.

Perhaps unsurprisingly, Trump trumped Hilary in SEO.

According to SEO analysis done by SEMRush and Moze, Trump was searched over 7 million times each month over the last 12 months, with his organic search traffic reaching 1.5 million searches.

Had an ineffective SEO strategy been in place, many uninformed voters may not have found the information needed to sway them towards voting.  

Let’s talk about emails. (And no, not Hillary’s.)

Email marketing was critical in the 2016 presidential elections and all candidates implemented some sort of email strategy because of it’s cost-effectiveness, non-invasiveness, and ability to quickly reach the masses. Whereas television and radio ads are directed to a general population, emails offer a target audience the ability to opt in or out, meaning a potential “customer” only gets what they ask for.

Hillary Clinton averaged about 6 emails weekly, while Trump sent out approximately 3 per week. Importantly, email campaigns included very clear calls to action, whether to donate, attend a rally, register to vote, or a reminder to vote.

Clinton sent avg 6 emails/wk and Trump sent avg 3/wk. #emailmarketing #election2016 Click To Tweet

Additionally, images are often utilized in email marketing campaigns as they add aesthetic value to the message and help to create brand recognition.

Running a well oiled marketing machine.

An intelligent marketing scheme starts with research. By mapping out demographics and supporters by state, as well as the percentage of active voters, your marketing ploy can create an awareness in a market that has yet to be touched.

By understanding which states support a prospective candidate, which states have the most potential support, which states show the least support, and which states have swing voters, a campaign can then begin targeting their message for the varying populations.

Aside from merely grabbing the attention of potential voters, it is the candidate’s (i.e. company’s) responsibility to turn that into action (i.e. sale). This is when the real fun starts – on the campaign trail.

Let Cobalt Digital Marketing be your campaign manager on the road to success.

The truth of the matter is that tech-savvy generations are coming of age and are the new consumers. Consider, for instance, that Facebook COO Sheryl Sandberg claimed that Facebook helped more than 2 million people register to vote, last month alone.

#Facebook helped over 2mil people register to #vote. #election2016 Click To Tweet

This number is testimony to the power of social media marketing and digital marketing. Now, because of the internet and mobile devices, people are connected online in basically every corner of the world. Failing to reach out to these voters means your competition is doing so.

Don’t get left behind. Let Cobalt Digital Marketing help to maximize your online brand by building your website, developing content, driving traffic and optimizing your social media presence, all to ultimately generate sales.

With this year’s voter turnout set to break records, we think it’s safe to say digital marketing is worth your time.

Mastering the Matrix: Content, SEO, Penguin & Possum

The Web as you know it —– is alive! It’s growing, evolving, and changing daily.

While websites have yet to develop consciousness like you and I, they still live and grow based on their interaction with website visitors and powerful search engines. According to, there are over 1 billion websites and Google processes 3.5 billion searches per day.

There are 40k @Google searches/second, 3.5 billion/day, 1.2 trillion/year. #SEO Click To Tweet

How does Google rank website results for all of those searches? Google has constructed an elaborate computer algorithm to “look for clues” to identify which websites best provide the information for which the user is searching. There are over 200 factors that are taken into consideration and the algorithm is updated regularly. The most recent updates include Possum, which went into effect on September 1st, and the latest Penguin update which is rolling out today.

From what we can see, Possum primarily impacted local search results. Map listings appear to have a different filter and results depend more upon where you, as the searcher, are physically located.

Penguin originally launched in 2012 and was a wake up call for many SEO companies who thought they could trick the system. There’s no fooling Google! This latest update has two major changes. The first is that Penguin is real-time. This means data is refreshed in real time so changes will be visible faster after sites are crawled and indexed. The second change is Penguin is more “granular”. Spam will be devalued by the algorithm bed on spam signals so the ranking of the entire site will not be effected as has happened in the past.

So, what does this mean for your website? Google has once again shown us that they put user experience first. They continue to find ways to better meet the needs of the user. That must be our mission as well.

@Google puts #ux first and so do we. @CobaltDigitalMarketing #SEO Click To Tweet

Just like a real, living thing, websites require analysis, care and attention to continually grow to meet user needs. If you fail to regularly feed your website fresh content, improved usability, and intuitive navigation, then you’ll likely be viewed by web crawlers as dead.


It’s not a matter of keeping up with the latest changes in Google algorithms, it’s anticipating them. This is how the expertise of a digital marketing agency like Cobalt Digital Marketing can help you get in front of the right search traffic, stay in front of the search traffic and convert the search traffic into customers.

Keeping a healthy, vibrant website requires a meaningful SEO strategy with quality content. It is important to recognize though that quality content means quality content. Fluff and keyword stuffing will not work. Failing to provide any substance will leave your site emptier than a pool in the winter.

Stay on top of the latest Google algorithm change and anticipate future changes by keeping an eye on user experience with these website management tips.

New Content Means More Frequent Indexing

Now this doesn’t necessarily mean higher indexing, but rather that the more often you update your website with new articles, pages, or downloads, the more frequently web crawlers will stop by your living site. Web crawlers, simply put, are programs that scan the Web for websites and “index” a site based on a number of factors determined by a search engine’s algorithm.

So, the more often these little web crawlers are on your site, the better your opportunity to achieve a higher ranking. All because of fresh, quality content.

But again, it’s all about quality over quantity. Flooding your website with shabby quality content is only going to hurt you in the long run and can actually cause you to get penalized.

You can monitor your @Google site crawls in #WebmasterTools crawl stats. #seo Click To Tweet

More Content + More Authority = Informed Audience

New content should include keywords that will help attract visitors to your site. Search engine web crawlers help to locate these keywords in your blogs or postings, which optimizes your ranking, and gets those viewers to your content.

Something important to remember with Google algorithm updates is that they help filter quality content rather than keyword-stuffed drivel. By writing content that answers questions, provides valuable information, or informs readers how to do something, your authoritative potential rises. This understanding that content is king will make you a meaningful player in your specific industry.

@Google favors quality content not keyword-stuffed drivel. #SEO #ContentMarketing Click To Tweet

The more relevant and meaningful content you saturate your website with, the more of an authority you become on the internet and the more people will begin to trust what you’re saying. By keeping an informed audience constantly engaged with your site, you’ll develop loyalty, which converts to returning traffic and, ultimately, into customers.

Every time you get search traffic to your site you are handed the perfect opportunity to provide users with information about your business and your services. Remember, these visitors were searching for information, product or service and chose your site from thousands of others. Take advantage of the situation and capture their attention with the right message and content to get them to understand why they need your services more than anyone else’s.

Google Wants to Love Your Website

The truth is that Google is the reigning champ right now in the competitive world of search engines. They are so powerful that they actually influence the manner in which websites are constructed, as well as the methodology of Search Experience Optimization (SEO) techniques. It’s exceedingly important to understand their motivation and let that drive your digital marketing effort and the evolution of your website. They love when websites meet the needs of search queries. They want to see low bounce rates. They will reward you for doing everything you can to create positive user experiences.

We don’t always know when Google algorithm updates are coming. In fact, often they slip by with little notice or comment. While there has not been any official word from Google’s PR team about the latest update, the webmaster and SEO community are confident that we will continue to see search result changes as a result of the algorithm change to Google’s local map filter and organic search results.

SEO Expert Mauricio Piña was noted as saying, “Only time will tell if these algorithm updates will leave any major lasting effects, but the fact of the matter is, the only way to be successful in the SEO and content world is by keeping up-to-date with all the changes that occur in the digital universe.”

“The path to #SEO success is keeping up with and anticipating change” @mauriciopina @google Click To Tweet

Cobalt Digital Marketing Wants YOU to Love YOUR Website Too

Let the phenomenal Cobalt Digital Marketing team help you take control of your digital presence. Our Marketing Catalysts can strategically manage all aspects of your online presence including website design, user experience, SEO, content, and social media, to ensure that you are best positioned to take advantage of future Google algorithm updates.

Anticipate site visitor needs and keep your website growing, evolving and changing. Whether an image, download, or blog, adding fresh material will get you traffic and ultimately sales. So get to writing.
Or let Cobalt Digital Marketing do it for you.

The Squid: The Art Behind Planning Your Digital Marketing Strategy for a Medical Practice

The Squid: The Art Behind Planning Your Digital Marketing Strategy for a Medical Practice

We’ll get to The Squid in a bit, but first, consider this question. How does digital marketing fit into the overall marketing strategy for your medical practice? Perhaps you have no idea and that’s why you are reading this blog.

When considering the marketing of your practice, you must first determine why you want to market at all. Secondly, you’ll want to figure out who your target market is. The last step will be how you want to reach them.


At the initial level of this plan, you must understand why you want to market your practice.  While the most common (and obvious) reasons for marketing are to develop more business, you may have more specific reasons for developing an overall plan. What are they? Are they static or fluid? Consider how you would measure these efforts. How would you respond to a need for changing and altering your plans? Later, we will dive a little deeper on goal setting for your digital marketing tactics.


In this digital age of marketing, your practice’s online presence is there whether you have built it or not. Your prospective patients may be trying to find you. Who are you trying to reach? Is your reach general or very specific? By developing the profile of the type of patient you want, and the type of referral source you prefer, your marketing efforts will begin to take some shape.

Your business’s online presence exists. Did you help build it? #takecontrol Click To Tweet


Now, how do you want to reach the ideal patient? How about the ideal referral source? This is where The Squid comes in. The Squid, as represented below, is my format to outline the relationships between my intended marketing tactics and the main practice website. And while I have been teased by my colleagues because of my superior drawing skills, this exercise has helped me decide where to focus my practice’s efforts to reach our ideal patients. In this example, 100% of the effort is digital. In your exercise, this may not be the case.

The practical application for The Squid in this blog is for deciding how digital marketing fits into your overall strategy. So, consider the many options you may have, and then how they relate to your company’s overall marketing plan, as well as how they may interrelate with each other.  Some, but not all, of these options are:

  • Print advertising
  • Radio
  • Television
  • Direct mail
  • Website
  • Social media (Facebook, Twitter, Instagram, Pinterest)
  • Online directories
  • Online healthcare provider rating websites (,
  • Online consumer rating websites (

The Catalysts at Cobalt Digital Marketing have industry specific expertise to guide you through these exercises.  We understand the business, and the delivery of digital marketing strategies, and have proven success in helping medical practices build their clientele.


The healthcare consumer of today is largely a digital consumer.  75% of Americans between the ages 57-65 are online. 80% of patients between the ages 47-56 are online. 1 in 20 Google searches is healthcare related and more than 62% of smartphone users have looked up health related conditions in the past year (Pew Research Center). Furthermore, 66% of Americans are willing to use an app to manage their health and lifestyle (Pew Research Center). Lastly – and most significantly in my mind – 41% of potential patients have said that social media would affect their choice of physician, hospital, or medical facility (Demi & Cooper Advertising and DC Interactive Group). The reality is that consumers are now turning online for information and to find services. I’d say it’s time to take control of your digital presence.

80% of patients between the ages of 47-56 are online. #patients #online Click To Tweet 41% of patients say #socialmedia affects #doctor & facility choices. #healthcare #marketing Click To Tweet


Digital marketing is not only an important element of your marketing strategy – it’s vital in today’s marketplace. What’s next is to decide what goals you want to accomplish and what digital media you want to incorporate.


Consider the following when developing your digital plan and goals.  Do you want:

  • To manage your online reputation
  • To build a greater following (referrals, new patients) for your business
  • To provide education to current and potential patients
  • To take on your competition and their digital presence
  • Letter E – All of the above
  • Letter F – Something entirely different

There is no right answer. Take some time to consider what your desired outcomes will be if you decide to use digital marketing. Remember, this goal setting must be in line with the type of patient profile and referral source profile that you want to develop. I find this step to be critically important. If you understand your business well, and you know the type of patient you want to bring into the business, you will achieve the goals you set through the proper selection of digital tactics and strategies.


A solid digital marketing strategy is going to incorporate several tactics; from SEO usage on your website, to blogs, as well as the use of social media and online directories. The development of a Facebook page, a Twitter feed, or postings on Pinterest or Instagram may all have a place in the delivery of your message. One broadly used strategy is to utilize social media platforms to drive users (your potential patient) back to your website for more detailed information. Your digital tactics should interact with each other, and not be isolated from one another, in order to put you in the best position to achieve your goals.

#website+#SEO+#content+#SMM=Digital Success Click To Tweet


We’ve offered you a lot to think about in this blog.  There is both an investment and a reward in developing and deploying a successful digital marketing strategy. Cobalt Digital Marketing is here to help you walk through this entire process, from inception to implementation, and beyond. We will continuously work with you to stay current, fluid, and relevant in your digital strategy. Because ultimately. Our goal is the achievement of your goals.

Have a #DigitalMarketing plan. Stay current. Stay relevant. #digitalstrategy Click To Tweet

What Bloggers and Marketers Can Learn From the Olympics

It might just seem like fun and games, but there really is a deeper level of meaning and lessons the Olympics can teach us.

In case you weren’t aware, the Olympics have been underway for nearly 2 weeks, and there have been many memorable performances (and losses) that have taken place.  But before any of these athletes are even able to get to this point, they have to spend a lifetime preparing, and dare I say, failing.  But it’s ultimately their tenacity and desire to succeed that fuels them forward.  It’s a form of thinking that many bloggers and marketers could benefit from.

Hence, let us learn from the Olympics and these amazing athletes.

Mental preparation.

As an athlete, a blogger, a marketer, there is a breaking point where the mind becomes fragile and prone to giving up.  It’s a natural occurrence that some sort of failure will have you second-guessing your abilities.

But that’s what sets successful bloggers, marketers, and Olympians apart.  That understanding that if they just keep pushing, if they just keep training, there will be gold at the end of that lane.

Realistically, not every failure you come across will be of your own doing.  Sometimes projects just go awry, or business partnerships don’t play out as expected, regardless of how much effort you put in.  When facing these hurdles, a healthy mindset will keep you from staying down, even after taking a bad dive.

Analyzing your weakness, and developing a plan to improve in these areas, will keep those legs pumping until you reach the finish line.  And it all starts with some mental preparation.

On your mark. Get set. Goals!

Look, we all want to be that blogger that extraordinarily writes 10,000 words in one sitting.  Obviously nobody wants to be “last” in their respective careers, but in order to reach those 10,000 words, you have to start at 1,000 first.

It’s in these realistic and manageable goals that we begin to develop our techniques and improve our style.  Yes, initially we may not perform as well as we would like, but as we reach some of those smaller achievements, our mind state (remember mental preparation) changes from uncertainty to “can do”.

As marketers and bloggers, you’ll hopefully service clients that are a bit outside of your comfort zone.  Look at these challenges as an opportunity to expand your skill set and develop muscle where you may not have known it existed.  These small projects (read steps) can help you to polish your abilities until you become the Usain Bolt of the digital marketing world.

1…2…3…Cobalt Digital Marketing Team!

Marketing and blogging isn’t necessarily an individual sport, instead, look at it more like Olympic basketball.  Sure having a 50-point game might make me look good, but who wants to lose the game if the team isn’t performing well together?  Success in marketing and blogging is ultimately a team effort.  It requires the dedication of every individual involved to have a shot at a medal.

Heck, sometimes it goes even beyond that.  When you consider your readers, your social media followers, the people who have influenced you, and all those potential teammates out there who may not just quite know you – all these individuals are helping you (and your company) get a chance to even get to the Olympics.

The reality is that successful Olympians only make it as far as they can because of a whole team of people helping them and rooting for them every step of the way.  So make sure you have the right people in your corner.  And if you do, be thankful.

Timing is everything.

As a blogger and marketer, you have to be up on current trends, events, and news stories.  If I decide to write about the Olympics in 2 months, will it have the same effect that it would have now, as the Olympics are actually happening?  I’ll let you figure that one out.

The truth of the matter is that Olympians have a sense of urgency because they recognize that their mission is limited by time.  A successful blogger isn’t going to necessarily take weeks to create a 500 word blog about an event that happened months prior.  They are aware that time is of the essence in an ever evolving, constantly updating, digital world.  By focusing your energy on the moment, and trying to get done as much as possible before the buzzer goes off, you might just place first.

Of course this doesn’t mean to rush through every event or even your training.  Rather, recognize that if you’re going to make something happen, now just might be the perfect time.

What are the Olympics without competition?

There’s something about going head to head against your favorite competition that pushes one to strive even more for success.  Whether in marketing, blogging, the sports world, or the general business world, there’s always something that we can learn from our competitors.

It might be approaching a story from a new angle that you might not have previously thought of.  Or perhaps it’s a marketing idea that you can expand upon and make it your own.  Perhaps it’s simply a visceral emotion to be the best damn blogger in the world and destroy the competition.

Regardless if it’s an internal or external motivator, anything that prompts you to improve your content and deliver greater value should always be looked upon as a positive.  Sometimes to be the best you have to beat the best.

And sometimes you just need some Cobalt Digital Marketing Catalysts on your team.  Our expert bloggers, marketers, SEO experts, and web developers have done the training and fought for their chance to be on that podium.  In fact, we’re not only hungry for the gold.  We want silver and bronze as well (and maybe a little pizza).

Don’t forget, Cobalt Digital Marketing.  It’s where we build Olympians.

No Copycats. The Art of Originality

“They” say that imitation is the sincerest form of flattery.  If this is the case, Melania Trump sure seems to have a greater sense of respect for Michelle Obama then she let’s on to.

For those of you who haven’t had an opportunity to read through today’s headlines, skim through Yahoo news, or get a peek at your Twitter feed, the world of mass media is having a field day with last night’s GOP convention.  One of the bigger stories of the night is Melania Trump’s alleged use of Michelle Obama’s 2008 convention speech.

But Cobalt Digital Marketing isn’t here to argue political rhetoric; instead, our focus for today is on originality, sincerity, and obvious plagiarism.

Inspiration or allusions to older texts/speeches, and some instances of sentence (singular) borrowing are relatively expected in any form of writing.  But outright plagiarism of more than a few sentences, or even an entire paragraph, is an unequivocally loathsome act (especially when denied).  As a writer, as a blogger, as a marketing team, as a creative-type, as an artist, the worst description to have your name attached to is “copycat”.

Anybody worth their creative chops hates to be considered a derivative of somebody that came before them – unless of course it’s meant as a compliment rather than an insult.

So in a world where thousands, if not millions, pieces of digital content get posted online every day, how do you maintain originality?  Well the reality is that it is damn near impossible to be 100% original.  In fact, I’m pretty sure there’s a couple million blogs out there already touching on originality (metacognition anyone?).

But that doesn’t mean it can’t be done.

Being cliché as possible here…what makes you and your writing unique is you.  Your style of writing, your imagination, your voice, your thoughts and ideas, should all be representative of you.

There are 59.3 million new #blog posts on @Wordpress sites each month. What inspires you?… Click To Tweet

“You May Say I’m a Dreamer – Imagine

 Remember what it was like being a kid?  Creating storylines for your toys to “live out”.  Jumping over lava in the living room.  Heck I made my own turtle soup once (quick recipe: cologne, mouthwash, cream, calamine lotion, toothpaste, water, face wash, and of course Ninja Turtles).  That little person with all the imagination in the world is still in there, ready to bring out their unique perspective and play.

It’s not about absolutely letting go of your adult understanding, but rather about releasing some of those inhibitions, and mending the two to allow for a creative mindset to help you reach those goals of creating original marketing pieces.

We All Have a Voice

Your voice is different than mine; both our literal speaking voices and our writing voices.  Every company, and employee in that company, has their own voice.  It’s about allowing that voice to shine through to help guide the ship towards the shore.  What sort of marketing agency or blogger are you?  Are your topics weighty and require a straightforward sober tone?  Or perhaps there is an opportunity to add some levity to the work.  Whatever it may be, write from your own voice and don’t try to be any other sort of writer.  If you’re just naturally a joking individual then utilize that to your advantage.  If you can wax philosophical then drop knowledge.  Whatever your voice is, use it!

Make Your Own Rules

No, I don’t mean break the law.  But the beauty of working in the creative field is that you don’t have to follow a specific procedure or accept tradition (like not starting a sentence with the word but).

Technology has opened up the Web and made it a Wild Wild West of sorts, where the bravest men and women, willing to dive headfirst into their startups and beliefs, can create their own destinies.  Take those thoughts that make you an individual, try to translate them to a physical form (i.e. writing), and accept the ride for what it’s worth.  Marketing, creativity, blogging, are ultimately about grabbing attention.  And everybody loves a rule breaker.

Click to tweet: #Creativity can break the rules! Be a rule breaker! @Cobalt_digital #inspiration #bedifferent Click To Tweet

Quality Means Originality

If you’re truly offering quality services then you are more than likely being original.  That’s because originality usually takes time to form and come to full fruition.  Why do you think fast-food joints never taste as good as the mom-and-pop restaurants?  It’s because there is an obvious difference between quantity versus quality, and it all stems from the true love of an activity.  If you’re writing, creating, selling like crazy just to get a paycheck, check the quality and originality of your work?  Is it truly where you want it to be?  Sometimes dishes need to stay in the oven just a little longer to reach that perfect flavor.  That desire to make an original dish/writing means you’re offering unique quality no else can.  And people will notice.

Who Are You?

This is probably the first question you should be asking yourself.  Who are you as an individual, and who are you as a company?  What are you strong points? Your weaknesses?  What is the truth of the skills and services you are able to provide?

Be true to your brand. Be an original. @Cobalt_Digital #branding #marketing Click To Tweet

I am a writer.  That’s the truth of who I am, at least right now.  I love art, but can’t draw worth a squat.  I love to sing, but probably sound like William Hung.  I know who I am and what I am capable of at this moment.  Doesn’t mean I won’t continue to grow or seek to develop skills I currently lack.  But in order for me to find out who I am, I need to find the truth of what I am.  It is in that truth that we find our true selves, and thus, originality.

Yes, this might sound like some ancient mystical philosophy, but can you show me where to find originality?  Can you take me to the store to buy some? Perhaps provide me with a magic potion?  These all receive a resounding NO because originality comes from within.  Once you can lock onto who you are, the doors to creative originality will open up.

But…if you’re still not too confident about your own creative abilities, there’s no need to panic, because Cobalt Digital Marketing has more than enough to go around.  If you need some assistance with website content or blogging, Cobalt Digital Marketing is more than happy to be a part of your digital marketing journey.

Oh, and to all you politicians out there, we have some great writers over here at Cobalt Digital, so give us a call if you need some help with your speeches!