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Online Marketing Case Study: Paddle Diva (Part 2)

Jun 22, 2015 By Melissa Cahill

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Part 2: Winter 2011/2012

Developing a Long Term Strategy

Seeing the power of SEO to drive traffic and sales, Bradley continued working with Panoptic to develop an integrated marketing plan for Paddle Diva. We helped her understand that building a robust and sustainable online presence means delivering something of value to your audience —and speaking from the heart, with an authentic voice. The website had some basic, built-in blogging functionality (which was eventually moved to a separate WordPress platform), and Bradley herself had already established profiles for her business on the major social networks. But she wasn’t sure how to grow her following, especially during the off-season when no one in the Northeast would be paddling or interested in reading about water sports. [Read more…]

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Filed Under: Blogging & Content Marketing, Case Studies, Inbound Marketing, Social Media Marketing Tagged With: blogs and blogging, content development, inbound marketing

Case Study: Apparel Network

Sep 18, 2014 By Melissa Cahill

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The Challenge:

Based in Rome, Italy, Apparel Network, S.r.l. provides end-to-end services to companies seeking to off-shore their manufacturing operations, particularly to China. Within the country they’ve had considerable success working with some big name fashion brands, especially in the “street wear” sector. Due to an increasingly difficult Italian market brought on by years of economic crisis, the company was seeking to expand their operations to the United States.

Apparel Network Online

[Read more…]

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Filed Under: B2B, Case Studies, Inbound Marketing Tagged With: content development, copywriting, web design

Changes to Google Search Demand Creating Content for People, Not Bots

Jun 4, 2014 By Melissa Cahill

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Have you noticed lately that when you Google something like “that film where a guy solves a mystery from his wheelchair” you automatically get back search results that answer your question, even if your query didn’t include specific details or keywords?  That’s because Google has been busy implementing something that many SEO practitioners have been talking about for quite some time: predicting user intent.

User Intent | Panoptic MarketingThe newest Google algorithm, Hummingbird, was the first incarnation of this feature. Without delving into a long, detailed  description of Hummingbird, we can sum up the changes by saying that Google can now answer questions and predict user intent by becoming better at semantic search. Semantics is a branch of linguistics that concerns itself with the meanings of things within a language: the relationship between words and phrases, what we refer to as “context.”  Semantic search seeks to improve accuracy and relevancy of results by understanding the searcher’s intent and the contextual meaning of the search words. [Read more…]

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Filed Under: Blogging & Content Marketing, Search Engine Optimization Tagged With: content development, keyword research, user intent

Making Mobile Better: Just Being There is No Longer Enough

Apr 30, 2014 By Melissa Cahill

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The inevitable has finally happened.

As was expected, people are now using their mobile devices to access the internet more than they use their desktops. Predictions state that by 2017, 85% of the global population will have 3G coverage.  If you’re a business owner this only reinforces the fact that you must have a mobile presence. It’s no longer a question of whether or not you should have a responsive site: responsiveness is now the minimum requirements — you absolutely should have one.  A dedicated mobile site is even better.

Mobile PresenceMobile marketing is no longer an add-on enhancement or a separate channel, it’s now core technology that you need to invest in. Keep in mind that people aren’t just using their mobile devices because they’re “on the go.”  The vast majority of mobile searches are taking place when a desktop computer is nearby – maybe even on the desk in front of you! [Read more…]

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Filed Under: Mobile Marketing Tagged With: content development, mobile website

How to Overcome Blogging Difficulties: Part 1

Apr 2, 2014 By Melissa Cahill

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You probably already know that you need a blog if you hope to get more traffic to your business website. The problem is coming up with content on a regular basis — that’s way more difficult than you expected! Don’t give up just yet. Below are some of the most common blogging difficulties and tips on how you can overcome them. [Read more…]

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Filed Under: Blogging & Content Marketing, Inbound Marketing Tagged With: blogs and blogging, content development

Online Marketing for Small Business: Three Things to Focus on in 2014

Jan 22, 2014 By Melissa Cahill

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Happy New Year, fellow small business owners! What resolutions have you made for yourself and what goals have you set for your company for this upcoming year? At Panoptic Online Marketing, we’re committing ourselves to doing a better job of blogging (heh). Especially since consistent, twice weekly, posting to a company blog is something we regularly recommend to (and in many cases, do on behalf of) our clients.

It’s hard to maintain an active online presence – as a small shop, we know EXACTLY what you’re facing with respect to your own small business marketing. If you’ve never ventured into the world of internet marketing and don’t know where to begin, then the prospect of getting your message out there can be that much more daunting. [Read more…]

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Filed Under: Email Marketing, Search Engine Optimization, Social Media Marketing Tagged With: content development, inbound marketing, organic SEO

Give Potential Customers a Reason to Call

Feb 21, 2012 By Melissa Cahill

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So, you have a well-optimized website and the requisite company profile on all the social media networks – now what?

B2B businesses, especially professional services firms, have to find a way to stand out among the competition. The best way to do that is to share your knowledge with your  potential clients.

Think about what your previous or current customers needed to know before they hired you. What concerns did they have when they initially reached out?  What problems were they hoping to solve by talking to you? Try to develop a few “client personas” so you can answer those questions and create content that speaks to them. Maybe you produce a case study or whitepaper that can be shared on your blog or social networks; maybe you host a webinar to explore a particular situation — a regulatory or technological change, perhaps, or anything else that may impact their businesses, for better or worse.

linkedin_logoThe Content Marketing Institute explores different approaches to take when developing content in this terrific post, and offers good, practical advice for how to go about preparing a content marketing strategy.

And don’t forget to take a look at what your peers and potential customers are talking and asking about on industry specific forums and LinkedIn Answers. Answering business-related questions in your niche not only helps you showcase your expertise, it also helps drive traffic back to your website.

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Filed Under: B2B, Inbound Marketing Tagged With: content development

Online Marketing Considerations for Small Business Owners, Part 4: Should You Be Blogging?

Mar 25, 2011 By Melissa Cahill

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So you thought you were done when you launched your business website, but now you wonder if you need a blog.  Do you?

While it can be challenging to come up with fresh content to publish on a blog each week, there are compelling reasons for  small business owners to consider blogging as an integral part of any online marketing campaign.

seo for small businesss owners | Panoptic Online Marketing | NYCReason #1: a business blog, when updated regularly, will drive more traffic to your site, and more traffic means more potential customers hearing your message.  A blog can boost your site’s rankings in search results because search engines favor sites that publish fresh content regularly.  Even if you have a website, it may be cumbersome to update (or you may have to pay a webmaster to do it for you).  A blog makes it easy to publish content with no special technical skills or software (and has a low set-up cost).

[Read more…]

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Filed Under: B2B, Blogging & Content Marketing Tagged With: blogs and blogging, content development, social media

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From the Blog…

  • How to Boost Reach and Engagement Using Visual Content
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Customer Testimonials

"Panoptic guided our non profit through both technical and organizational transitions, most recently bringing our website into the 21st century and raising our profile in the educational and independent media world." -- Greta Schiller, Director, Jezebel Productions

"If I need a website re-designed or created for Wordpress, I'm calling Panoptic again. Customer service is foremost. They aren't satisfied with the end product until you are." -- Greg Miller, Owner, Intelireach Marketing (White Label Client)

"Melissa and the Panoptic team were an important part of the SEO process during the development of the new Morvillo Abramowitz website." -- Paula Zirinsky, Marketing Director at Morvillo Abramowitz

"Panoptic has been instrumental in helping my company launch a successful social media campaign. Any time someone found my services on the web and booked them, it was Panoptic’s work that got them there!" -- Gina Bradley, Owner, Paddle Diva

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From the Blog

How to Boost Reach and Engagement Using Visual Content

By Redge Estebat

Creating and sharing visual content has been a marketing trend for several years now and it’s not about to fade anytime soon.  In fact, it has now become a MUST for any businesses that wants to be noticed on the internet.  These statistics testify to … Continue reading →

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