Gone are the days where a simple mash-up of details about a firm and its lawyers is enough to make a winning website. In the digital age, the majority of people are going online to seek information and conduct research about the issues they needto solve. Organizations across all industries are quickly repositioning their online presence in an effort to take advantage of these new digital opportunities. Law firms are no exception.

Firms must embrace this online world. They must leverage these concepts of branding, digital marketing, and mobile engagement. A law firm’s website design must create an unifying brand while also providing dynamic spaces that showcase a lawyer’s biography, experience, publications, and achievements.  

Potential clients are searching the web for the services law firms can provide, and a law firm’s website must be ready to embrace them. Fortunately, there are numerous tips and best practices available to take advantage of just that.

Designing Your Law Firm Website

The goal is to draw a potential client in with an aesthetically pleasing presentation that suitably showcases your business. Your law firm website may be the point of contact for promising leads or high quality students and career applicants.

70% of law firms have generated new cases through their website. You want to convert those leads. Don’t let your website be the reason why someone isn’t contacting you.

Own Your Brand

From the moment someone enters your website, they must see your law firm’s brand, values, goals, and accomplishments. Your brand is a promise to a client, and it needs to be incorporated into every aspect of your design and user experience.

Avoid using stock photos. Hire a professional photographer or videographer and give your website the personal touch that a potential client is looking for. Not only can stock photos be a turn off for user immersion, but professional photos are proven to be more efficient in driving traffic to your website.

It can be difficult to merge your unified brand with the individual personalities that make up your legal team. With professional photos, you can maintain your lawyers’ personalities, while tying your brand together with that personal touch.

Remember, the design of your website establishes your credibility. It makes a statement about what you represent, and your overall professionalism. With the correct elements, it can make a potential client more likely to engage with your practice.

Focus on User Experience

While owning your brand is key, if you fail to provide a simple and appealing user experience, it won’t do you any good. You want your law firm’s website to be engaging, easy to navigate, and empower clients and colleagues to use it.

To create a superb user experience, think about the best way to structure your website in a way that provides a clear path for the visitor. A great way to do this is with a call to action (CTA). This is one of the most popular ways to generate leads, yet nearly 70% of law firm websites do not have a direct call to action on their homepage.

Create a CTA that most represents what your law firm does best.This will vary depending on your practice. The CTA for divorce lawyers would not be the same as that of a personal injury practice for instance.

“More than 90% of visitors who read your site headline will also read your CTA” – Unbounce

You have an array of CTA options at your disposal whether it be general inquiries, a short and sweet contact form, pop-ups, and more. Pick those that give you the best shot at converting a potential lead.

Keep It Mobile

Part of great website design is making it as accessible as possible. Prospecting clients, current clients, and colleagues are not just searching the internet on a computer. As of 2014, already 31% of all law firm related website traffic came via a mobile search. Yet as of just a year later, only one-third of law firm websites were optimized for mobile.

Users aren’t just limited to desktops, and they’re turning to mobile devices and tablets. You can have the prettiest website in the world, yet if it’s not optimized for mobile, you are alienating nearly a third of potential web traffic.

Best Content Practices

Lawyers tend to be great writers. After all, writing is a significant part of their job. But writing copy for a website is both a science and an art, and rarely follows the same formal protocols as writing up briefs, contracts, motions, and other forms of legal documents.

In fact, best practices for website copywriting are often in direct contrast to legal writing.

The reality is that people very rarely read websites. Words are important (more on this later), but users are seeking information very quickly, and more often than not will simply skim content to determine if it’s what they’re seeking.

The way you structure the content that you put on your law firm’s website can be just as important as the design. While the design process is key to creating an appealing and efficient website, the speed by which your content can be consumed and understood, determines whether or not a visitor stays engaged.

Live and Die with SEO

Many law firms have built generational legacies on referrals and expertise. This approach may have worked fine in the past, but the data clearly shows that 96% of people seeking legal advice, turn to a search engine like Google.

Search Engine Optimization (SEO) is what keeps your website alive on search engines. Not only does it play a part in keeping your law firm’s website at the top of a search result, it also establishes credibility and raises awareness.

This is where words are important. Google is a computer – it doesn’t skim, it consumes every piece of content on your website and uses them to rank you (along with many other metrics – called signals)

To fully utilize local SEO, you need to strategically place keywords you think potential clients might use when trying to find your legal services. That’s not to mean that you should overstuff your content with keywords and links that may be deemed as spam – it’s a fine line, but finding that perfect balance can go a long way in generating potential leads.

Showcase Your Expertise

When a client lands on your website, you want to prove that your law firm is the expert legal team that they need. Content marketing can be an effective and practical digital marketing strategy that can improve your website’s reach and keep readers engaged when they land on a page.

Blog content can be a powerful tool in proving your firm’s expertise and establishing credibility. According to HubSpot, companies that published more than 16 blog posts per month got almost 3.5 times more web traffic than those that only published 4 or less posts. Blogs can be a great resource for showcasing your firm’s talents by directly addressing a potential client’s pain point in a post that leads them to engaging your firm.

Social media platforms like Facebook, LinkedIn, Twitter, and even Instagram have become vital avenues of drawing potential clients to law firm websites. In fact, 45% of all traffic to law firm websites comes via LinkedIn. By incorporating a strong social media presence in your brand, you’re widening the net to potential clients.

Written content isn’t the only type of content you should display on your law firm’s website. According to a Cisco report, by 2020 video will make up 82% of all consumer internet traffic. The benefits of incorporating video marketing on your firm’s site is tenfold: legal firms with marketing video content can see an increase of 157% in organic search traffic.

But that doesn’t mean you should go and publish as much video content, or any type of content, just to have it. 62% of users report that law firms with poor quality marketing videos create negative images of themselves. You want to create quality, engaging content that showcases your professional brand, not content that will tarnish it.

Offer Multilingual Content

If your law firm is based in a multilingual location and you have lawyers on staff who can practice in multiple languages, you have an opportunity to create versions of your website in those languages. While it’s not feasible to offer services or pages in languages your legal team cannot support, if potential clients are searching for law services in your area in other languages, your website should capture that aspect of the market.

The Back-end

A great design and engaging content is only effective if it functionally works. You need to ensure that the underlying technology that keeps your law firm website running is up-to-date and capable of handling your workflow. By ensuring that your architecture, such as the server the website is hosted on, is powerful, secure, and managed, you can spend less time ‘fixing’ your website, and more on your legal practice.

Responsive Web Design

As mentioned, a significant portion of internet browsing is done on mobile devices, and if your website cannot adjust to the different-sized screens of tablets and phones, it will automatically repel visitors and cost you business.

The benefits of a responsive website design cannot be overstated. An engaging law firm website that is quick and responsive can separate your practice from the rest of the competition that may have unresponsive websites that feel old and sluggish. This improves your credibility as an expert legal source, and better yet, improves how your site is ranked by search engines.

Secure Your Website

Security is critical. 40% of law firms did not know they were breached in 2016. Clients are trusting in you to store their confidential information and a data breach is unacceptable.

Your law firm’s website should be hosted on 24×7 monitored servers, feature firewalls and encryption systems, and be industry compliant. But don’t just achieve the industry standard – go above and beyond and assure your clients that if they choose your law firm, their information is safe.

You do not want to see your law firm’s name in a data breach headline because your website security was average or subpar.

Legal Compliance

Your website is a marketing tool and it must be compliant with your country’s compliance laws. In Canada, it is absolutely necessary to comply with the Law Society of Upper Canada’s Code of Conduct rules 3.02, 3.03, and 3.04. Running afoul of these rules could mean hefty fines.

Additionally, jurisdictions like Ontario have laws governing accessibility for people with disabilities. It is critical to understand these laws and how they relate to your law firm’s website design and functionality.

Ensuring that your legal practice is compliant under these laws can be challenging. Selecting a web design agency that specifically has prior experience supporting law firms and experience with AODA and WCAG can guarantee that you meet these compliance standards.

Creating a Best-in-Class Law Firm Website

Your website should distinguish your law firm from the rest of the competition. Showcasing your unique brand and talented team of experienced lawyers establishes your credibility in the legal industry.
It is no small feat to implement the design, content, and back-end standards that will distinguish your law firm as a premiere legal practice. You want to work with a web design agency that is fully equipped to go above and beyond in each of the above requirements. You can leverage Pixelcarve’s 20 years of website design experience for free immediately, with our proprietary guide to producing best-in-class law firm websites. To get started, contact us today.

Your law firm’s website design is the first impression you give to potential clients, legal professionals, colleagues, or opposing counsels. A successful website gives a law firm essential credibility as a professional legal practice. It unifies the firm’s brand in an accessible and engaging manner. Lawyer biographies are no exception to that standard.

In fact, individual lawyer bios can be an even greater challenge. Not only must they adhere to the overall brand that makes up the core of your firm’s website, but they must display the individual strengths and personality of each lawyer.

Typically, 56% to 70% of a law firm’s total traffic is made up of attorney bios. From there, 87% of people who contact a lawyer go on to hire that attorney, and typically three quarters of potential clients only contact one attorney.

We’ve compiled seven essential best practices to follow when creating an attorney profile. By boosting the individual profiles of your legal team on your website, you put your law firm in a better position to generate new clients and improve the overall firm’s profile.

1. What Problem Do They Solve?

From the moment a potential client opens a lawyer’s biography page, they should know what problems that lawyer can help solve. By identifying the pain points that can be solved by each attorney on your legal team, you can position each bio in an organized fashion to best suit a client’s needs.

Does that lawyer specialize in divorce law? Or personal injury? What types of businesses do they usually represent? Why should someone choose that lawyer over another at a competing practice? Prospecting clients are looking to solve a very specific problem and want to know exactly how and why a lawyer can help them.

This is also a Search Engine Optimization (SEO) opportunity. While you’ll be looking to optimize your entire website for search engines like Google, optimizing each of your lawyer pages as well can go a long way to establishing credibility in a certain field. For instance, if a potential client searches for ‘divorce lawyer toronto’ and the biography of one of your divorce lawyers appears on the first page, you’ll be able to draw in more clients.  

2. Tell Their Story

Your lawyer’s biographies are not their resumes. A strong attorney bio is an opportunity to showcase who this lawyer is as a human being. This can go a long way to building trust with potential and existing clients.

It may be tempting to list off the top which law school an attorney graduated from or list specific achievements in the legal practice. Instead, sprinkle those facts throughout the biography rather than hit the reader over the head with them at the very beginning. Feature what makes a lawyer stand out above the rest. This could be anything from personal challenges that were overcome, to accomplishments, to how they engage with their community, how they go about tackling a case, and how they deal with their clients.

Ultimately, you want to provide insight into how that lawyer’s approach to the law.

3. Contact Info

This may seem like a no-brainer, but two thirds of law firm websites do not have a contact form that allows users to request more information. Even more, 68% do not have an email address and 27% do not have a phone number on their homepage.
On each lawyer’s bio, display the phone number and email address they can be contacted at, as well as links to social media platforms like LinkedIn, Facebook, and Twitter.

4. Link to Social Media

Social media is a vital tool in the arsenal of any lawyer in the digital age, and more and more lawyers are turning to social media platforms for professional purposes. According to the American Bar Association’s 2017 Legal Technology Survey, 81% of lawyers indicated they personally used social media for professional purposes. Meanwhile, 77% of law firms also maintain a social media presence.

LinkedIn is far and away the most popular social media platform for lawyers. 90% of lawyers said that they had a LinkedIn profile, followed by Facebook and Twitter at 40% and 26% respectively. Attorneys are using social media for career development and networking, client development, education and current awareness, and even for case investigation.

The benefits of linking to a lawyer’s social media pages are tenfold and serves multiple purposes. Better yet, it makes a lawyer accessible to prospecting clients and colleagues, and can serve as a reference tool if existing clients are posting positive reviews on Facebook, or recommendations on LinkedIn.

5. Up-to-date Photos and Videos

Professional photos and videos can accomplish two things: further showcase a lawyer’s personality and expertise, and make a biography page more searchable.

Like anything else, when a potential client is searching through a bio, they want to see who that lawyer is. This should be an up-to-date professional picture and not a picture that looks like it was taken at a high school photo shoot.

73% of consumers want to get a feel for a lawyer’s personality before contacting a firm, and video bios are becoming a powerful way to do this. Video can be an effective way to showcase a lawyer’s personality – like how they may carry themself – while introducing them to a client. This can include information like detailing what that attorney specializes in and a past case example where they were able to help.

On top of that, law firm websites are proven to be more searchable when optimized with better video and photo content. This means you’re organically driving more traffic to an attorney bio compared to those who are lacking this type of content.

And unleash that portrait photo from a little box on the screen. Photos that are larger, show more of a person, and capture a lawyer’s personality, are far more approachable and effective.

6. Case Studies

Are the lawyers on your legal teams writing blogs? Have they published work in the past that showcases their expertise? What about papers or presentations that they have put together?

If a lawyer is regularly creating content, adding a brief section that links to that content can be a great way to provide credibility and expertise to a topic. It can go a long way to building trust with a client if they can read a lawyer’s work that proves their expertise on a topic they’re dealing with.

It is important to note that it is necessary to keep this type of content recent, relevant, and up-to-date. A section full of content from a decade ago isn’t particularly relevant to anyone.

7. Create a Responsive Website

Another must-have feature – your website has to work, and work well, everywhere. If it takes too long to load a biography page, or if the page isn’t optimized for mobile devices or tablets, you’re losing out on potential clients.

Not only does a responsive lawyer page increase your credibility as an expert legal source, but it also helps your legal team stand out above the rest if your competition isn’t responsive. Optimized web pages can also improve how your site is ranked by search engines, which further boosts your lawyers’ visibility.

Maximize the Potential of Your Law Firm’s Website

With the attorney bios on your law firm’s website, you want to distinguish your legal practice as an expert team that can professionally serve a client’s needs and exceed their expectations. Each individual page establishes credibility and expertise about a topic clients are seeking help with.
To take advantage of the benefits a strong lawyer bio can bring, you’ll want to leverage a web design agency that can place your lawyers a cut above the rest. Contact us today to get started with Pixelcarve’s team of law firm website design specialists.

Building a strong SEO strategy is the most cost-effective way to organically drive more people to your website and increase conversions.  But it’s not as simple as you think.  In an effort to return users the most relevant results, Google and other search engines are continually tweaking their algorithms, so what used to work doesn’t anymore.  What difference does keeping up with the latest in SEO make for businesses in the know?

• According to a recent report, organic search drives 51% of traffic to websites.
• Another study found that 60% of organic clicks go to the top three organic search results.
• According to Google, the top listing of organic search results receives 33% of traffic.

While old SEO services focused on singular keywords, page optimization, and increasing rankings, modern day SEO programs  focus on how people engage your brand, products, and services, as well as maximizing ROI.  How much are you willing to adjust your SEO strategy to increase visibility?  What techniques truly make a difference, and what techniques should your business set aside?

When you want to know how much impact current SEO strategies can have on your business, it is essential to work with a company that understands what search engines, especially Google, and your customers are looking for.

In this article, we will take a closer look at what every business should know about SEO.

1.) SEO is more than just a single technique

You may be among those who believe SEO is a singular technique – put some keywords on your website and Google will magically find you. But SEO is a mix of tools and strategies that work together to get your business more visibility and traffic.  That’s why it is so critical.  It doesn’t matter if you have a dynamic, engaging website.  It doesn’t matter if your content provides value and your lead strategy is efficient, if nobody can find your business’ website, none of it is going to produce results.  SEO isn’t something to think about after your website has already been built.  It’s something that should be a priority from day one.

SEO encompasses a body of practices that affect all aspects of your online marketing strategy.  It’s not about fooling the search engine into thinking your website is better.  It’s about doing things the right way and taking the right steps to be a better source of information than your competition.  That takes creating genuinely relevant content that is coordinated, indexed, and promoted to the right audience through the proper online channels.

2.) Tracking rankings is irrelevant

Many people figure that achieving top rankings for head terms is a key indicator of a successful SEO strategy.  But if you are focusing on head terms, you are missing the point.  Aside from being expensive and tremendously competitive, head terms don’t provide much traffic that actually convert.  Search is now a long tail game.  While ranking for national terms is great for branding and overall traffic, most firms who leverage effective SEO are finding that long tail phrases convert the best and are also easier to achieve, thereby yielding higher ROI.  Consider the following findings:

• According to a recent study, head term search volume is down by 8%
• On average, pages optimized for long tail keywords climb up 11 positions, as compared to 5 positions for head terms
• Conversion rates for long-tail keywords are 2.5 times higher than for head terms.

Rather than game your ranking for head terms that provide such little ROI, your business should concentrate on optimizing for long tail traffic.  For example, if your business sold laptop components, rather than optimizing for “laptop” and components” or “laptop components,” you would go for something longer such as “static free laptop components.”  This frees you from tracking meaningless rankings, and let’s you concentrate on developing a long tail strategy that is focused on content marketing.

3. Keyword-rich content is obsolete

Having the right content makes a huge difference in your search engine rankings.  However, many businesses still create content that is low-quality and has little relevance for their target audience.  If you want to rank for “laptop components”, you can’t just use that phrase throughout your web page and expect to rank well.  Search engines are smarter than that, and they are focused on users.

Instead of creating keyword-rich content specifically for search engines, try writing content that is useful for your target audience and website visitors.  If you take this simple step and write content that focuses on their needs, search engines like Google are going to take notice and rank your business’ website appropriately.

• Recently, a global survey of marketing professionals found that 57% of marketers cited quality content creation as the most effective SEO tactic.

• The same study also revealed that 74% of marketers worldwide planned to spend more on content marketing.

• According to an Econsultancy survey, 45% of businesses state content marketing is “highly integrated” with their SEO strategy.

Content marketing goes hand-in-hand with SEO.  That’s why developing a content marketing strategy that gets the right information, to the right people, viathe right channels is so important.  You want people talking about your content and sharing it so that you can generate inbound links and traffic.  But how do you do that?  The most effective strategy is developing a content mix that supports the voice and personality you want for your business.  It’s important to remember that:

• According to a recent study 60% of customers feel more positive about a brand after reading custom content on its site.

• Another survey found that 90% of customers find custom content useful, and 78% believed that organizations that provide custom content are interested in building relationships with them.

As a premium creative agency, Pixelcarve offers the best SEO services for our clients in Toronto and abroad.  If your business needs help improving your search position, developing relevant content that gets visitors involved, or simply wants to rank locally for geographically centered searches, our talented team of SEO experts would like to show you how we can put search engines to work for your business.  Want proof? Check out our own results. https://www.google.ca/search?q=web+development+toronto

Find out more by sending us an email, and let us know your own experience with SEO in the comments below.

Simply creating content for your blog is no longer the answer to attracting visitors to your website. Without great content that educates, is consistent, and is based on a clear strategy, your brand could get lost in the noise.

There are so many factors to consider when starting a content marketing campaign that it can often seem like an impossible feat. However, according to the Content Marketing Institute, 70% of marketers say that they are producing more content than last year. But where to start? How do you build the strategy? What is the proper strategy for the modern age? It can seem very overwhelming.

But you’re not alone in this.

We’ve compiled some of the top 10 tips to ensure that your content marketing campaign is effective.

1. Target Your Content

The first step in creating an effective content marketing campaign is to establish the demographic of your target audience. Who are they? What are their business challenges?

Establishing what those in the industry call a Buyer Persona helps you understand who you’re trying to target, and gives you an idea of the kind of content you need to provide. In fact, 70% of people feel closer to a company as a result of custom content.

2. Create a strategy

Why are you writing? Establishing your content marketing goals is incredibly important before you get started. Great goals include brand awareness, lead generation, and to be an authority in your industry.

Once you’ve nailed down your primary content marketing goal, think about who your target is and create content that would provide solutions to their problems.

Have a clear and defined brand voice and brand story. This is who you are, what you sound like, and how your audience perceives you. Generating a loyal following based on the information you provide is inextricably linked to the way you tell that story.

Finally, establishing some goals and outlining your strategy before you start writing will ensure that you get the results you’re looking for.

3. Educate

Based on the fact that three out of four people want to learn online, your content should answer a question or educate your audience.

Long gone are the days that you can use interruptive marketing techniques that aim at interrupting with flashy ads or commercials that focus on self-promotion and chasing down your leads. Now it’s important to create brand awareness and authority by providing value and answering a question.

According to Demand Metric, 70% of people would rather read articles to learn about a company than be advertised to.

As an added bonus, proving your industry knowledge establishes your brand as an authority and creates a loyal following of brand ambassadors.

4. Originality Always Wins

How often have you read the exact same information twice? People always want something new and fresh, so educate by entertaining them in innovative ways.

People always remember something that was done differently.

Also, Google loves original content, which is why you’re considering content marketing in the first place. But Google, and your readers, also love original images and media that not only stand out, but is also memorable.

5. Read Constantly

One of the best ways to succeed as a content marketer is to read constantly. News, industry magazines and websites, case studies, white papers, everything that’s related to your industry that you can get your hands on, absorb it and analyze it.

Is it something that can be repurposed? Is it news that can be given a spin to apply to your buyer personas? Regularly watching what your competitors are doing is also important to keep on top of the game.  One best practice includes setting up Google Alerts for your favorite subjects.

6. Structure

Before you start writing, think about the way that blogs and pieces you enjoy reading are written. More often than not, Internet consumers skim for content. Establishing a clear structure that targets readability and ease-of-skimming makes your content easy to absorb.

Include links and images that explain your topics and break up written content. Try to avoid lengthy paragraphs that create a wall of text.

Consider the structure of your content to facilitate the best possible delivery of information. A piece of content that heavily relies on data may best be provided via an infographic, whereas further research into one of your specific service offerings may best be provided in an eBook.

7. Promote and Recycle

Content Marketing doesn’t end when you publish on the blog. You want to continue to promote it everywhere in order to attract visitors. Tailor your messaging on Twitter, Facebook, LinkedIn and Google+ to showcase your piece.

One of the mistakes that businesses regularly make is considering old content old. Just because it’s something that you posted six months ago doesn’t mean that you can’t reuse it. Recycling old blogs on social media that did well the first time around is a great way to continuously bring in new website traffic.

The only time this rule doesn’t apply is to timely pieces. We don’t suggest reposting your “Top Trends From 2013” blog today, although that is a great topic to repurpose.

8. Always keep Analyzing

We just mentioned reusing blogs that did well the first time around, but the only way for you to know how well they did would be to consistently monitor and analyze results. Which posts generated more unique visitors, more page visits, and more newsletter sign-ups? Simple analytics programs can gather this data for you, but it’s how you use it that truly matters to your ongoing content strategy.

If a certain topic proves popular, why would you discontinue writing about that topic? Expand your content offerings based on what your audience wants.

9. Provide options to opt-in

Remember when we asked you to establish your goal? If it was to increase leads through your website, it’s incredibly important that you provide a way to collect information from your audience.

Once you’ve established a content consumer base, you want to make sure that you’re delivering fresh content to them on a regular basis. Follow your promotion schedule for newsletter content or ensure that your sales team received those qualified leads.

10. Content isn’t the be-all and end-all of marketing

Content doesn’t standalone; you need a completely integrated campaign that continues to work once the visitor has navigated your site or signed up for your newsletter.

Understanding keywords and SEO helps to establish your website and blogs in search engines to attract those who are searching your key terms. Understanding your buyer’s’ journey and making sure that they’re warmed up, or nurtured into a sale is an entire process that cannot be ignored, but can be achieved through marketing automation.

The factors involved in a fully integrated content marketing campaign can be hard for even a whole marketing team to manage. Which is why we at Pixelcarve can provide our clients with a comprehensive website design and inbound marketing package that ensures business growth.

Digital Media and mobile marketing is on a consistent rise, leaving some marketers and advertisers missing out on a vast majority of audiences. The role of an advertising agency in Toronto and around the world falls on their ability to effectively employ new media tactics.

According to ComScore’s 2015 US Mobile App Report mobile browser viewership has increased by 53% since 2013. Time spent on mobile apps has increased by a whopping 93%, proving that companies that can integrate new media into their advertising strategy will be tapping into their target audience.

New media such as blogs, web videos, and podcasts, as well as social media, are becoming the go-to information gathering locations for millennials.

New Media vs. Traditional Media

While traditional media focused on the interruption method of disseminating information, promotions, and advertisements, new media takes a more targeted approach. Using data and analytics, new media is increasingly gearing content towards people who want to see it.

Traditional commercials on television and radio, as well as print advertisements, are still employed, but the focus of the advertising industry is shifting to decrease people’s annoyance with the interruptions to their daily life.

Delivering branded messages to the masses is the focus of traditional advertising while new media focuses on listening to people, engaging with their audience, and creating brand awareness by remaining relevant.

According to Media Village, 71% of media executives are worried about how to effectively deliver content through digital, mobile and social channels. There are a few things that advertising agencies in Toronto need to keep in mind when preparing their advertising strategies.

How are Advertising Agencies in Toronto adapting?

We’re in a War for Attention

Every minute, Facebook users share almost 2.5 million pieces of content, Twitter users tweet 277,000 times, and Youtube users upload 72 hours of new video. Throughout all of this user-generated content, businesses and websites are creating mass amounts of their branded content.

Making sense of this mass of information can be both stressful and time-consuming. New media aims to break through these barriers by collecting browsing data and targeting their ads to people who may actually be interested in their content.

Aiming content directly to viewers who have shown an interest in their type of product or service ensures that ads are getting in front of the right candidates, ahead of your competitors.

We’re no longer creating branded content for all types of consumers, just the ones who may be interested
Engagement is Key

You’ve heard it all before; if you’re not on social media, you’re missing out on a large audience that could be looking to engage with your brand. Responding to inquiries, providing information, and most importantly listening to their wants and needs puts you in a better position to offer a solution.

The Consumerist reports that 70% of people are considering social recommendations prior to making a purchase. These recommendations include reading product reviews, searching out recommendations from friends or followers, and listening for product mentions from someone they trust.

Listening to what people are saying about your brand and getting involved in the conversation, or better yet ahead of the conversation, is a great chance to build brand authority.

Adding a social element to your branding and advertising strategy shows that you’re consciously making an effort to communicate with your consumers.
Prove relevancy – immediately

Advertising to consumers who aren’t in a position to purchase, or aren’t interested in what you have to sell is wasted spend. The goal of new media is to take advantage of analytics to focus on a core demographic, whether it’s based on location, income bracket, or previous search history.

An advertising agency in Toronto who is worth their salt will focus on consumer mindsets and contexts when strategizing the campaign delivery. Keeping in mind that the public is instantly skeptical of most media and advertising, new media advertising must entice them by creating emotion or tying into an immediate need.

Due to the constant information consumers are faced with every day, it’s also incredibly important to remain fresh and new in your digital media strategy. Gone are the days when the production of one television commercial could run for six months or more, it’s more important to be constantly delivering new images, innovative displays, and fresh blogs.

Build Brand Awareness & Loyalty

Building brand recognition doesn’t have to take a million dollar advertising budget and years to see a result. Brand loyalty through new media comes through a devotion to exhibiting stellar customer service attributes across all your social media channels. Showing that you truly care about your customers on the mediums they use gives them a reason to continue the business relationship.

If you’re looking for an advertising agency in Toronto that can implement the above new media techniques that make your brand stand out in the digital landscape, Pixelcarve has a whole range of services from website design and development to inbound marketing.