Paid Search (PPC)
What is Paid Search (PPC)?
PPC or pay-per-click is how you improve the visibility of a website or webpage in search engines –
by posting ads along the top and right-hand side of search results pages. The visibility of your
ad depends on its relevance to the ad campaign/word/phase used in a search. Bidding for position
also plays a key role in where the ad appears on the search results page. Conveniently, the
advertiser only pays for their ad if someone clicks on it and engages with the website or webpage.
What is the goal?
Two words: Increase sales. To reach qualified prospects looking for your products or services by
bidding for the top 5 or 6 ad positions (above the fold) on a search engine search results page.
According to Nielson, 80.3% of all ads clicked are above the fold.
Why 2ndLAW Media?
We don’t just do paid search. We do paid search better. No templates. Ever. Because, let’s face it.
You deserve a campaign that’s as unique as your company. And really, so much more. You need a
skilled team researching it. Monitoring it. Analyzing it. Ready to report on it immediately. And
make any necessary changes. In real time. Around here, we don’t set it and forget it. Our analysts
are up-to-the-minute. Not only that, they’re only a phone call away. Formally trained. Industry
certified. Highly specialized. Personally yours. No outsourcing or offshore campaign management.
None. Nada. At the end of the day it’s about results. Leads that turn into acquisitions. True ROI.
Search Engine Optimization (SEO)
What is Search Engine Optimization (SEO)?
SEO is the process of improving the visibility of a website or a webpage in search engines via
natural, organic or unpaid methods. Such methods include, but are not limited to, linking to and
from other relevant websites and pages. And editing the website's content and HTML source code. All for
one reason. To make it the most relevant it can possibly be – according to each search engine’s
unique, unpublished relevancy algorithm. Okay, here’s one thing to remember. Because effective
SEO may require changes to your HTML source code, SEO tactics should be brought into
website design and development from the beginning.
That way you can optimize your blogs, shopping carts, images, videos and other webpage elements
for maximum exposure.
What is the goal?
To reach qualified prospects looking for your products or services. How? By continually
optimizing your website or webpage to ensure it’s as close as possible to the top of a search
results page (above the fold or on the initial search result page). According to AOL, the top 5
organic search results on Google are clicked 73.7% of the time. That’s money.
Why 2ndLAW Media?
We use only industry best practices. No Black Hat SEO methods. No spamdexing. No link farming.
No keyword stuffing. No article spinning. Nothing to risk the blacklisting of your website or
webpage by search engines. None. End of story.
Display Advertising
What is Display Advertising?
Display advertising typically appears on websites and webpages in the form of web banners. These
banners consist of static or animated images. Sometimes, they may even include interactive media
like audio and video elements. Such interactive media may also come in the form of peel backs,
floating ads, drop downs, expandable ads, rich media, sliding billboards, barn doors.
What is the goal?
Online display advertising is usually used for branding or awareness purposes. Yet there are
expanded applications. Placing display advertising on websites and webpages most relevant to the
product or service advertised allows campaigns to reach qualified prospects much like
paid search (PPC).
Why 2ndLAW Media?
We take away the middlemen. And add to your bottom line. You see, our dedicated agency teams at
Yahoo! and Google book our ad buys direct – and they reach over 90% of available websites. That
means no additional markups. That means no remnant inventory buys just because it’s cheap.
They’re unnecessary. And they’re unfair. You get the very best placement – and only get the very
best results.
Social Media Marketing (SMM)
What is Social Media Marketing (SMM)?
SMM is a tool that allows advertisers to build brand awareness via conversations with existing
and prospective clients. Done correctly, it encourages readers to share information with their
social networks. Families. Friends. Coworkers. It’s the new word-of-mouth – and does much more
than simply project marketing influence. It collects important demographic and consumer data. All
based on interactions occurring across various social platforms. Like Twitter, Facebook, YouTube,
LinkedIn, Flikr, Yelp and the hundreds of others gaining popularity each day.
What is the goal?
To inspire loyalty and generate buzz. You want your customers Tweeting about you. Blogging about
you. Advocating for you. And, ultimately, buying what you sell over and over and over again.
All the while influencing their family, friends and co-workers to do the same.
Why 2ndLAW Media?
We’ll get your followers and fans spreading the word for you. Every. Single. Day. We know how to
keep an online conversation interesting – always with a dialogue that stays relevant to your
products and services. No broadcast only campaigns. No way. No how. We find online dialogues that
are relevant and insert you into the conversation. And here’s the gravy. Our team will track all
your leads and conversions. So believe it or not, you can actually track your social media
results. Find that elsewhere. We dare you.
Email Marketing
What is Email Marketing?
Email Marketing is a form of direct marketing that sends electronic messages to a targeted
audience – current clients, previous clients and new clients. Anyone with potential to buy your
product. It’s a channel to increase repeat business with loyal customers by triggering
incremental spend – through limited time sales. Plus, reengage prospects you’ve lost through
attrition. Bring them back into your purchasing funnel. And, all the while, communicating
cost-effectively.
What is the goal?
Reach substantial numbers of existing or prospective clients – leveraging content targeted
specifically to them. Increase loyalty. Spur repeat business. Maximize awareness. Create brand
enthusiasts. Remarket to leads that didn’t initially convert.
Why 2ndLAW Media?
We take the time to understand the audiences you’re targeting. All of them. Different thoughts
resonate with different people. All the while maintaining the integrity of your brand. We’ll
highlight products and services. Feature client or consumer case studies. Talk industry trends.
Plus, at the same, gain online presence through your blog and social media. Exponentially.
Blog Communications
What is Blog Communications?
Blog Communications, or blogging, is a weblog where company employees, teams, or spokespersons
share their views. It’s often used to announce new products and services – or the end of old
products. With blogs, you can explain and clarify policies and react to public criticism. It’s
kind of like a press release. But interactive, and much less formal. This informality can lend
itself to a more honest and direct view of your company’s culture than traditional communication
channels. (You can tell a blog’s popularity, influence and reach by number of subscribers,
comments, links to posts, and number of posts shared in other social media like Twitter,
Facebook, Yelp, etc.)
What is the goal?
Develop a loyal following of existing and potential clients. Sure. But, more so, blogs allow you
to identify company evangelists or influencers ready to champion your brand. And leverage these
relationships to provide an invaluable connection with their circles. Blogs are informal. Blogs
are transparent. Blogs are personal. This gives a level of credibility with your target market
often unobtainable from a standard corporate site.
Why 2ndLAW Media?
We don’t just put up content and call it a blog. Our writers start a conversation with your
consumers. And we do much more than talk about your product. We’re educating people about the
entire category. Positioning you as the leader. Cementing you as the cornerstone of an industry.
We do all this while keeping it informal. And personal. After all, this is your opportunity to
develop a level of credibility with your target market. Credibility that is often not obtainable
from your corporate website.
Web Design & Development
What is Website Design and Development?
Good website design and development is a whole bunch of things. It’s engaging content for
PPC. It’s proper HTML code for SEO.
And, of course, it’s a layout that draws in your consumer. Studies show you’ve got eight seconds
to capture their attention or they’re on to the competition.
What is the goal?
Plain and simple. You want your website to sell. Which, of course, starts with getting attention.
Sparking interest. Creating desire. And right when they’re on the verge of buying? Incent action.
Yeah, seal the deal today. Cause there’s really no time like the present. Oh, one more thing.
Keep your site in line with best practices of PPC and SEO. After all, it’s how we get them there
in the first place.
Why 2ndLAW Media?
Your site needs to be smart. Your site needs to be sexy. Our web gurus bring together the best
of both worlds. Captivating your audience. Capturing their attention. Blending a tender
emotional appeal with solid rational fact. It’s about relevant information – along with unique
design that optimizes conversion. Calls to action. Compelling offers. Confidence builders. No
quickie templates. Only long-term solutions strategically linked in with your PPC and SEO
campaigns.
