Evolve CommunicationsArticles by: Daniel

Posts By: Daniel

Three Ways Evolve Works with Agencies

cog-300x225

One of the first questions we’re¬†inevitably asked when we first meet with a potential agency client is “Exactly how does this white label thing work?” So, we thought it might be a good way to outline them here for your reference.

We provide our white-label digital marketing and PR services in essentially three different ways.

1) True White Label

This is where we work behind the scenes entirely. All interactions are performed directly from the agency, and we do not interface with them at all. All information comes from the the agency, and we report directly back to the agency.

2) “Part of the Team” White Label

In these instances, we are brought in as a member of the agency’s team. In these cases, we’re often brought in on integrated accounts, where it’s important to present a unified team to the client. Sometimes in these situations, we not only interface with the client, but we also contribute to the day-to-day account management.

3) Strategic Partner

In these situations, an agency brings us in and acknowledges with the client that we are a separate entity. This mostly happens when the client asks the agency for help, knowing that it will need to bring in a third party but trusts the agency enough to bring in someone who can get the job done.

Yeah, but what about transparency?

Yes, we’re living in the age of transparency. Which is why we’re extremely discreet about who we work with, as well as the clients we work with (on their agency’s behalf). We know that anything we put online can be found by anyone at anytime, and that once it’s out there, it’s very difficult to take down. That’s why we only list work that agency clients have approved; or work that we perform directly for clients (we do have a few of those as well).

And, just so you know, a lot more products are out there that are created through a white label service than most of us realize. Newman’s Own, anyone?

Not that we have anything against transparency, of course. We’d love to tell everyone what we’re doing all the time. But we respect our agencies relationships with their clients. After all, it’s their relationship not ours. Our relationship is with you: the agency. And we do everything in our power to make you look great–especially to the client. That’s where we get the tag line, “We do all the work. You get all the credit.”

 Photo credit: Rudi Riet


Five Ideas to Socialize Your Ad Campaign

blackboard-300x199

As we mentioned previously, baking social into everything you do is essential these days. But how do you actually do that? It needs to be more than simply building a website or presences on social networks. The days of build it and they will come are long gone, and quite frankly, have lost their novelty.

We believe the best way to do this is to create full, immersive experiences that live in both the real and virtual world. Here are a few tactics that Evolve helps agencies with:

  • Create social personas–make the people in your ads come alive as fictional characters on Twitter
  • Bring your campaign to life, literally–breath life into your concepts and have them play out in a public area. If it’s really interesting, people will capture it with images and video and post it to their social networks.
  • Buy Social ads–drive engagement with Facebook ads that allow you to finely tune your targeting. Or try promoted tweets. Why not, right?
  • Don’t just be a resource, be a connector–introduce people who need each other, online or hold an event
  • Create a mobile social game–mobile phones allow us to do so much, including letting us connect with people, places and things, in real time. Create a game that gets people out and connecting socially–with each other, with the real world, with your campaign.

It’s true that social media is best conquered as a program, and not a flash in the bucket. That said, these tactics can help you ad social aspects to your already creative and fun campaign.
 


How to Sell Search Engine Optimization

3746825130_dc1be77fbd

NOTE: This is the fourth segment in our “How to Sell Series.” You can read other segments here.

So you’ve built your client a whiz-bang website. It looks great, captures visitor contact information to add to email lists, moves potential customers along the sales funnel and drives branding. But how are you driving traffic to it?

Search Engine Optimization (SEO), of course. SEO is the process by which a website is optimized for certain keywords so that they appear higher in the search engine results.

Theoretically, agencies should be selling SEO services with every single website they build (unless, of course, the client doesn’t want their site to be found by search engines–and there are some out there). Yet, budgets being what they are, some clients choose to forgo SEO. Here are some tips to help agencies convince clients it’s worth the extra expense.

Basic beginnings of an SEO program

Oftentimes, when a client doesn’ t have budget to support a true SEO initiative, the agency will assure them that the site is built with “best practices,” in mind, meaning that the site architecture is built with searches in mind, that the copy is readable by both humans and search engines, etc. While that is sometimes the case (and sometimes not), the only true way to take advantage of SEO is to start with keyword research and analysis. By researching relevant keywords (in addition to those the client supplies), an agency will have a solid foundation to create the AI and start creating content.

For written content, the copy must be written in a way that balances what the search engines want and what visitors need. Fortunately, with the ever-increasingly sophistication of search engines, these are quickly becoming one and the same. It’s worthwhile to invest time and energy into copywriting that serves all those purposes simultaneously. And not all copywriters do this. For non-text content (images, video, etc.), it’s essential to properly tag them, as they are virtually invisible to search engines.

Taking these first steps are the basic steps that should be taken for all sites, and should be required. However, additional steps are needed for an SEO program to truly have an impact on the bottom line.

Kick SEO up a notch

One thing that all search engines love is fresh content. Once the SEO basics have been implemented, it’s essential to continue to keep site content new, relevant and interesting, and the easiest way to achieve this is blogging. The more you blog, the fresher the content, the bigger the impact on the site’s traffic.

But posting new content doesn’t always have to blogging. It could be video. It could be a podcast. It could be images that are regularly updated (just make sure any non-text content is properly tagged, so the search engines can find it).

The SEO Coup de Grace

If on-page optimization efforts are like a target for search engines to send traffic to, then inbound links are like arrows pointing the way. Inbound links back to a site tell search engines that what the information on the site is valuable, and this is particularly true when an inbound link contains relevant keywords.

There are many ways to obtain inbound links. Website and business directories are a great place to start, as search engines sometimes use these to help their indexing. Directory listings are also a more affordable way to garner inbound links.

More time-intensive methods can include blogger outreach and online community engagement (i.e. social networking), and social bookmarking. In each of these instances, it’s important to understand that the company is participating in a community with the goal of generating links back to its site. The key, of course, is participation, and not spamming. That means posting relevant information, and not just the client’s latest blog post. It also often can lead to relationship development, which in our opinion, is a key goal of participating in social media.

The bottom line is this: Building things is nice. Building things that people find useful is better. And building things that can be found (and then used) is best.