Central Pennsylvania law firm launches marketing agency

A marketing agency connected to a law firm in Lancaster County has opened for business.  opened on Oct. 1.

The agency offers a range of marketing services including marketing strategy, website design, campaign strategy and execution, graphic design, social media, content marketing and video/animation production. The company provides digital and traditional marketing services to small- to medium-sized businesses throughout the country.

“The team develops creative strategies to enhance clients’ market visibility and give them a competitive edge to help them reach their business goals,” Jenna Wagner, executive director of Granite Creative said in a press release.

The core team of the company has been working together at the law firm of Saxton & Stump in Manheim Township in its marketing department, providing internal marketing services and for the last couple years. The department has also assisted clients who had outsourced marketing work to the firm, according to Anthony Gaenzle, director of marketing and business development at Granite Creative Group.

The new firm is owned by Saxton & Stump and is located in the same building as 280 Granite Run Drive, but will remain independent of the law firm as the firm will maintain its internal marketing department. The new company will be able to take on both small and large projects, Gaenzle said.

The law firm has offices in Manheim Township, Lower Paxton Township and Chester County. The law firm was founded in 2015 with offices in the Harrisburg area and the Lancaster area. Its founding employees included lawyers, doctors and nurses. Last year, the firm relocated its office to Crums Mill Road in Lower Paxton Township.

Why press releases are important for digital marketing

Press releases have changed a lot over the years; not only are they a public relations tool, but they are also an essential content marketing component and media relations tool for both online advertising and offline marketing in 2019. Law firms can benefit from adding press releases to their digital marketing plan. Since the end result of a digital marketing strategy is to connect with current and potential clients, adding press releases to a law firm’s digital marketing can help gain exposure and raise brand awareness.

Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on digital media platforms. Digital marketing encompasses all marketing efforts that use a mobile device, or on the Internet. Law firms can leverage email marketing, search engine optimisation, search engine marketing, and social media marketing across all social networks (such as LinkedIn, or even Snapchat, which has grown in popularity in recent years). Adding press releases into their content marketing can help them gain brand awareness and reach current and prospective clients on digital channels.

Incorporating Press Releases in a Digital Marketing Strategy:

Effectively using press release distribution services and their media outlets will boost the power and reach of the business owners digital marketing strategies without breaking the bank or hurting the bottom-line. Digital media coverage of your small business news story is a must, and a good press release is a very cost-effective way to get press release services like EIN or PR Newswire to carry your online press release. Done correctly, each news media company that carries your story will provide a link from their website to yours.

This link is called a backlink, which can be a powerful component of affiliate marketing. It is a sign that tells the search engines that your public relations information or brand image is relevant, and it can help affect your websites ranking on search engines like Google or Bing. This little nugget of information that you have produced can be seen around the world without hammering the bottom line of the company.

Press releases have become more important as a digital marketing tool. Your news article or news releases become much more powerful when picked up and distributed by the news media and distributed across digital platforms. The news media links to your press release help expand the reach of your content marketing articles, news stories, or public relations pieces. The goal is to have your public relations stories picked up and served to searchers looking on the first page of the SERP (search engine results page).

Why Press Releases Are Important:

  • Take e-commerce or B2B for example. Announcing the release of a new product, new service or plans for a product launch, or upgrade is easy and cost-effective. According to various case studies, writing a good press release and getting it distributed online can create brand awareness by letting the masses know about your new business or service.
  • If you want to announce a new product or service, you can draft a press release and immediately get your news found in real time on all major search engines and social media networks by using a press release distribution service. This also enables you to target thousands of journalists.
  • Your Brand Image can be affected. Since publishing is so easy, just write up your news story and then distribute it as a press release. Sending out press releases is easy and a sure-fire way to get attention and gain brand awareness. More good press releases you have on the internet can effectively improve and increase your brand’s image.
  • Add an image or video to your press releases. Research has shown that a good image or video has a much better chance of being clicked than items or content marketing stories with no images. Use multimedia to enhance the news story and tell your story while allowing search engine optimisation to get that information in front of more people. Adding an image or video also helps to improve user experience.
  • With the push of a button, you can have your public relations piece seen across the globe. Many of the press release distribution services allow for instant gratification in real time. No more relying on content marketing strategies that require journalists to read your piece and then hope that they call you or followup. Press release distribution services can distribute your information to millions of people around the world instantly, Your press release story should also be released across all marketing channels, including social media platforms. Utilising social networks can help to get the most out of your digital marketing campaigns and overall marketing efforts.
  • Make the search engines read your public relations materials. Adding internal links to pages on your website in the press release, such as using your phone number to lead to your site’s contact page, will direct readers and the search engines to learn more about what your company does or the services it offers.
  • So many people can see this. Online press releases can be written to accommodate a social media perspective. You can copy and paste your press release from a news media website and place it directly into your social media posts. Your story just looks better and has more authority when the media outlets carry it. Everyone that shares your public relations pieces over the various social media networks helps your content marketing strategy to prevail.
  • Your content marketing pieces are just press releases. You only need to write them as such so that your target audience can read your press releases anywhere at any time via laptop, desktop, or on mobile apps.
  • Search engine optimisation. Adding internal and external links to your press release, along with targeted keywords, helps to optimise the press release, which tells the search engines that your information is relevant and important. If you’d like to learn more about SEO, there are countless marketing courses online that carefully elaborate on the best methods and courses of action.

There are many newswire services and press release distribution services. Any reputable wire services or press release distribution service should provide you with a listing of all the locations and websites where your press release can be found. You should be able to have a listing with live links of all locations carrying your post. There are other considerations to take as well, like whether you receive a “do follow” or “no follow” backlink to your website or blog.

ENTG-and-EY-Croatia

EY Croatia acquires the tech company ENTG

Consulting company EY Croatia acquired the creative tech company ENTG, the Croatian website Netokracija reported. With this acquisition, EY Croatia makes a great entrance to the digital and the disruptive industry.

For ENTG, on the other hand, this exit is a step forward in their evolution that will improve their position on the market. Reportedly, it is yet to be decided whether they will keep their brand as ENTG, or will operate under the EY brand.

“In order to evolve, we decided to continuously disrupt ourselves. That’s why we are happy to announce joining our forces to EY family. Big thanks to everyone who had our back and who trusted us to keep theirs also! We are bringing all the legacy we’ve made so far into a new and upgraded era for all existing and new clients, partners and colleagues but now powered by an amazing EY Croatia!”, wrote the ENTG team on their Facebook page.

According to ENTG CEO, Ida Pandur, her team within EY will be dedicated to providing advisory services in the field of Customer Experience (CX). Moreover, they will give EY a new mindset and new energy in digitization and marketing.

“My team will be in charge of consulting services in the CX area, especially in the digital area. All that we have built up as ENTG to date; we will continue to do within the EY but at a higher level. EY will take over the entire business, including the team and the cooperation with our clients and partners”, says Pandur for Netokracija.

For EY Croatia this conquest means a further expansion that will give an added value to their current and their future customers – services that go beyond traditional finance ones such as audit, accounting and tax advisory and consulting.

“I believe that the combination of the specific digital skills that the ENTG team has; together with the innovative and traditional financial knowledge, the strength of the EY’s global network of professionals and the great domestic market experience, will add value to our clients. I hope that this new practice will be recognized in our country”, says Horvat Berislav, Country Managing Partner at EY Croatia, Netokracija reported.

Under the corporate motto “Inspired by digital”, ENTG was found in 2013 by the 26th old Ida Pandur. ENTG is a creative tech company and consulting hub for advanced digital strategies and projects. The company goal is to provide clients with unique 360 approaches in creating their strategies and make digital fully integrated part of complete marketing and business development activities plan.

EY on the other side is multinational professional services firm with a special focus in the finance industry. Globally, EY is known as one of the “Big Four” accounting companies. The company operates as a network of member firms which are separate legal entities in individual countries. In Croatia, EY is present since 1991, providing audit, advisory, accounting, tax and transaction support services.

Marketing PHOTO

‘Quantum marketing’ is the industry’s next skills challenge

The IDM’s Jane Cave says businesses need to stop thinking of training as a ‘zero-sum game’ and marketers need to have an insatiable appetite for new knowledge and skills if they are to survive the digital transformation taking place.

Most of the marketing tasks that once took highly-skilled teams weeks to accomplish can now be actioned in minutes by an individual with a smartphone. Even the most complex programmatic campaigns are triggered, delivered and dynamically optimised in milliseconds. But speed isn’t everything.

According to the latest IDM research on skills and personal development, the drive for increased productivity and efficiency is constrained by the fact that 49% of marketers have not received training in the key skills they believe are essential to progress their careers.

Those skills include: mobile marketing, optimising campaigns, marketing automation and integration, search marketing, analysing customer data/insight, data analysis and reporting, appraising employee performance, presentation/public speaking, marketing finance, client/stakeholder management, briefing agencies and evaluating performance.

Unfortunately, many businesses see professional training as a zero-sum game where some skills must lose out to others, despite the disruptive implications of digital transformation, marketing automation, blockchain and QIS (quantum information science).

Apple CEO Tim Cook is already predicting the end of the smartphone, which has driven digital marketing’s growth. “Things are going to get really weird for everybody,” he says, “not just in terms of individual products but in terms of how we actually live our everyday lives and maybe our humanity itself.”

So how does a marketer prepare for a work environment in which the shrinking shelf life of skills will become even more of a challenge?

The first thing to grasp is that business leader Marshall Goldman is right. His book, What Got You Here Won’t Get You There, is a wakeup call for us all. Every marketer needs to embrace being permanently out of their comfort zone combined with an insatiable appetite for new knowledge and skills.

On digital transformation he says it will shift the narrative from competitive pricing to delivering better customer experiences.

With regard to blockchain, Goldman suggests it has the potential to make agencies, publishers and platforms a thing of the past.

As to Oracle’s claim that 98% of businesses expect to have installed marketing automation systems across sales, marketing and customer service by 2020, he says it indicates that brands are preparing for direct access to prospects and customers.

How do you plan a campaign for a world where trillions of internet-of-things devices with quantum-enabled microchips are meshed into everything prospects and customers see, buy and use? A world where dynamically optimised customer experiences are delivered direct to consumer contact lenses capable of turning any visible surface to advertising media?

Goldman says to build systems in which customers are as integrated into the business as your workforce will not be a matter of running a faster business, but running a business that is profoundly different.

The business of marketing today has unimaginably changed from that of 40 years ago. So too has the role of the IDM, a professional training organisation that has spent the past 30 years constantly evolving to meet the needs of over 100,000 digital, direct and data-driven professionals in over 30 countries.

As cutting-edge marketing technology companies invent new ways for artificial intelligence, machine learning and deep neural networks to continue reshaping the cybernetic landscape, the biggest transformation in marketing will be a human one. Companies involved in digital transformation have discovered the problem is more often analogue (human) than it is digital. It is often the experts who feel most threatened by fundamental change in work practices.

The challenge of the next 40 years will be as defined by ethics as much as technology. As the managing director of a social enterprise, I am acutely aware of the potential business impact of ethical commerce and corporate philanthropy.

Training the perpetually evolving workforce of the future will require a continuous reimagining of how professional marketers develop the knowledge and skills they need to build successful careers – even in the age of quantum marketing.

Marketing PHOTO

How to Execute Perfect Content Marketing

A large part of our digital marketing campaign will involve content marketing. To execute perfect content marketing, you need a plan. Each offer you make often requires the creation of different pieces of content. As a result, the ideal is to make a content plan for each of your major offers using a resource called the Content Campaign Plan.

The Content Campaign Plan aligns your content marketing with business objectives such as generating leads and sales. You can see the Content Campaign Plan template and can fill out your own by visiting www.digitalmarketer.com.

Following are the steps for creating your first Content Campaign Plan:

– Choose avatars.
– Brainstorm content assets.
– Choose the vehicle and channel.
– Plan for ascension.

Read on to find out more about each of these steps.

Step 1: Choosing avatars

Decide which avatars (also known as a buyer persona) this content targets. Because each avatar has different intents, motivations, and problems he responds to, each avatar requires different content to move him through the awareness, evaluation, and conversion stages. You therefore need to determine which existing content to use or what new content to create to move the avatar through the top, middle, and bottom of the funnel.

For example, a wealth management firm attempting to sell financial planning should approach a young professional much differently than a near retiree. Some content will appeal to both, but the most effective content will speak directly to a specific avatar.

Step 2: Brainstorming content assets

Use what you know about your customer avatar to create descriptions for content that you can create to reach that persona.

REMEMBER: Plan to create content at all three stages of the marketing funnel: awareness, evaluation, and conversion. In the wealth management firm example, what content could the firm produce at the top of the funnel to increase awareness for the young professional avatar? What could it produce to move the retiree avatar through the conversion stage?

Step 3: Choosing the vehicle and channel

The vehicle of the content refers to the form the content will take. Will it be text, an image, a video, or an audio asset? The channel refers to where the asset will be published — such as your blog, a Facebook page, or a YouTube channel.

The vehicle can sometimes determine the channel, and vice versa. For example, a video asset often gets published on YouTube, Facebook, and your blog, whereas an image asset is more likely to be on Pinterest.

Step 4: Planning for ascension

In the final step of the Content Campaign Plan, you connect your content to your business goals. Build offers into each piece of content that allow prospects to get more value, either by consuming more content, giving you their contact information for follow-up, or buying a product or service.

TIP: Any call to action is better than none at all, but the highest-converting ascension offers are relevant to the content the prospect is consuming. For example, a blog post entitled “10 Ways to Grow More Nutritious Organic Tomatoes” would do well to make an offer like “50% Off and Free Shipping on Organic Tomato Seeds” rather than an offer for carrot seeds.

If you want to create content that converts prospects at all stages of the funnel, create a Content Campaign Plan and execute it. It works.