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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[ Image drawn from http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/]

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…

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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.

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SXSW

“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!

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.

Big Brother Is Watching…Oh…Never mind…It’s Just Twitter

Twitter “officially” opens its data platform, Gnip, so brands can get analytics on demographics and interest data about those who visit their sites or view their tweets. 

No…it’s not “Big Brother” that’s keeping a tab on all of your Twitter activities.  The social media platform just recognized how valuable their data can be for businesses (shocker).

So of course Twitter does have quite a bit of information about us stockpiled in their databases, but we’re talking some basic stuff here.  Gender, language, the type of music you like, what major city you’re in, cell service provider, you first crush, first kiss, when the last time you went to the bathroom was (guess which of those aren’t really being tracked).  Now, through Twitter’s Audience API system, brands can have easier access to that wealth of information.

As for now, Twitter isn’t expanding to any new interest data types that weren’t already a part of the API beta period.  The data points brands will be able to analyze will likely be:

Location: This analytic will allow brands an opportunity to figure out where their audiences are on the globe.  From what country that person resides, all the way down to what specific market area they live.  This information is garnered from Twitter’s ability to locate an individual through a web IP address, GPS signal, Wi-Fi signal, and location (if attached) to a person’s tweets.  By knowing their geographic market area, companies can invest resources strategically and offer specialty items dependent on the area’s needs.

Language:  Filtered from someone’s Twitter language setting and the actual language they write in when tweeting, this data point breaks down what percentages of their audience speaks a certain language.  Look for brands to utilize this to promote their products appropriately, rather than a hit-or-miss system.

Gender:  Gnip will provide interested brands with information about a market’s female and male percentages.  Though definitely not a bullet-proof scheme, Twitter currently assumes gender based on profile names, the accounts they follow, and then do some cross-referencing analysis.  Again, not anything groundbreaking, but such data can be optimized for sales and marketing.

Interests: Whenever you decide to follow a specific company or your favorite band, or ‘like’ every @cobal_digital tweet, then Twitter will begin to group you into defined bands dependent on those likes.  So you might fall under an audience of sports, music, and My Little Pony, and then under a sub-category of basketball and Bronies (yes we know you’re out there).  Naturally, if a company – let’s say like Nike – has you in their scopes because of this data, then they can target ads and offerings more effectively.

TV:  Again, not a completely accurate representation of the various genre-specific demographics, but Twitter is offering brands an estimate based on tweets, who people are following, and what tweets are receiving attention.  No news is…well…bad news.  Brands will definitely seek to enhance their TV presence with this info.

Now to answer the question that’s probably on your mind.

No, Twitter is not giving out specific information about individuals, such as Edward Sanchez and the fact he still sleeps with a night light (not true).  Anonymity is the key word, and data will be aggregated into groups of at least 500 accounts.  And the reality is that this information is only useful when it takes into account a large population.

But when it does make sense to interpret this information, brands will be able to get a better understanding of their market and make adjustments to their approach.

Though the API system as been available since October 2015, it’s current incarnation is easier to use.  Information can be pulled about anyone, so long as they follow a specific Twitter account, signed up for newsletters, or visited a site.

Data can also be drawn from those who already on a given brand’s customer database.  This provides for some very in-depth analysis.  Brands will be able to create various bands of audience segments without having IDs, as well as draw data from anyone who was shown an unpaid tweet within the past 90 days, or whoever engaged with a brand’s tweet by clicking on it, liking it, or retweeting it.

It’s definitely going to take some meaningful analysis for brands to fully benefit from Twitter’s Audience API system, but in today’s fast paced world, that egg will be cracked relatively soon.

And if you want to be one of these organizations on the cutting-edge of social media, tech, and marketing, then look no further than Cobalt Digital.  We stay on top of the ever changing landscape and thrive on facing new environments.

Follow us on Twitter @cobalt_digital to stay up on the latest news.

Marketing & Snapchat: 5 Ways Your Business Can Use the App to Your Benefit

Whether you consider yourself a frequent user or not, there’s no denying that Snapchat has become extremely popular.

What started with simple time-limited photos, and silly ways to make your work day go by quicker has now transformed into so much more. From the puppy dog filter we’re all so fond of, to their endless partnerships with brands worldwide, it’s time we shift our attention towards the impact this app could have on your business.

If you’re currently in the startup phase or you’ve been around for a few years, you know that right now social media is your best friend when it comes to spreading the word about your business. At Cobalt Digital Marketing, we’re all about keeping our clients one step ahead of the curve. Whether you use Snapchat for personal reasons or you have yet to become a convert, we’d like to point out a few reasons why incorporating the app into your social media strategy could benefit your business.

  1. Go live!

In addition to being one of the most entertaining ways to pass time, Snapchat is also one of your most powerful assets as a business owner.

Whether you’re gearing up for a major product launch or hosting an awesome event, you want your business to be noticed.

Through the use of Snapchat, you can go live and share the happenings of your business with all of your followers.

With a few simple videos, your followers will become engaged and want to know more about exactly what you’ve got hidden up your sleeve. More than anything, sharing insights about your business this way will show your followers that you’re authentic—and trust us, that’ll make all the difference in your success.

  1. Be exclusive

Let’s say you’re already using Facebook and Twitter. There’s a high possibility you use these platforms to engage with your audience and keep them updated about what’s going on in your world. But, what if you could take things one step further?

Think exclusivity. In order to build your following further, why not share Snapchat specific action? Surprise your followers and expand your reach by using the app to provide them with behind-the-scenes action they can’t get from any other platform. Don’t be surprised if you notice a spike in your following.

  1. Offer perks and promotions

In the world of social media, there’s nothing people love more than contests and giveaways. From Instagram to Facebook, this marketing strategy has spread like wildfire.

Take your business to the next level and start applying this little strategy to your Snapchat account as well. Through fun, spirited videos, you have the option of offering exclusive promo codes and discounts to your followers. If you’re feeling creative, you can encourage your followers to upload a video to their Snapchat ‘story’ that references your product/business in exchange for a cool perk. You’ll be increasing your following and engaging with them simultaneously.

  1. Get personal

The marketing strategies that resonate most with today’s world need a personal edge. Luckily, Snapchat is the perfect tool that has the potential to give you just that. Rather than simply focusing on business related matters, use the app to show your audience you have personality. .

Cover office birthday parties, regular days at the office or any company outings! In doing so, you’ll show your followers the heart and spirit behind your business that will captivate them in more ways than one.

  1. Partner with influencers

Although social media stars may seem a little out of reach, Snapchat can help bridge the gap between you and them. Whether you want to target influencers in your niche or local social media stars, these individuals have immense potential to be game changers in your business.

Partner with them for certain promotions by doing a Snapchat “takeover” where they would be in charge of generating content for your handle for a designated period of time. Be prepared to see your following soar!

Now is the time to stop using Snapchat to send humiliating photos of yourself to your friends and start using it for the benefit of your business. At Cobalt Digital Marketing, we are firm believers in the power of social media. Chat with one of our social media catalysts today at 866-224-5705 to see how you can up your Snapchat game and start building an audience who’s excited about your business.