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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

SEO and Online Marketing for the Small Business (Part 1)

Mar 4, 2015 By Melissa Cahill

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Online Marketing for the Small Business | SEO for Small BusinessPanoptic is a New York City-based small business; most of our clients are small businesses, too. Small businesses need to understand how to leverage SEO and online marketing more than larger companies, because they don’t have the resources to spend on traditional media channels. Print media and television are costly undertakings! But for online marketing to be successful, a clear and long-term strategy needs to be defined – this is where many small businesses fall short and why so many of them end up on Panoptic’s doorstep.

While onsite SEO is fundamental for every website regardless of the size of the company, it’s only the first step on the road to establishing the kind of visibility that leads to a strong and long-lasting online presence. Scattered, unfocused efforts get poor results at best (and can even damage your online credibility). But when you run a small business you’re time is monopolized by overseeing daily operations and leaving you with little energy to focus on any marketing, much less formulating a comprehensive strategy. [Read more…]

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Filed Under: B2B, Inbound Marketing, Search Engine Optimization Tagged With: inbound marketing, SEO

What You Can Expect to Pay for SEO Services

Jan 28, 2014 By Melissa Cahill

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Because it comes up so often, I thought I’d share a couple of thoughts and links around the topic of SEO pricing. Perhaps the first thing any prospective client wants to know is: how much does SEO cost?

Sigh.  Such a difficult question to answer — and prospects hate to hear, “it depends.” Luckily, several other authors have already covered the topic.

How Much Does SEO Cost? | Panoptic Online Marketing, New York, NYJaysonDeMers, in his article from late last year on Search Engine Watch (How Much Should You Spend on SEO Services?), walks the reader through a very comprehensive list of things they need to consider before determining what to spend for SEO.  His advice is dead-on, and a lot of it is the same spiel I give a part of my public presentations around SEO topics.

A worthwhile read for anyone who is just beginning to understand that just because you have a beautiful company website doesn’t necessarily mean your business is going to take off — or even that prospective customer will be able to find it.  The search engine game changes constantly, and unless you have the time and technical expertise required to tend to your website (and other online properties), you cannot expect to marketing your services with some outside help. [Read more…]

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Filed Under: B2B, Inbound Marketing, Search Engine Optimization Tagged With: inbound marketing, SEO

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

Why Your Beautiful, Expensive, Custom Website Gets So Little Traffic

May 15, 2012 By Melissa Cahill

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Three times in the last two months I’ve taken on small business clients who find themselves in an identical situations: they’ve spent good money for a high-design website, have generally been delighted with the results (ooh, ah — pretty!) and are perplexed when, a couple of months after launch, they see very low visitor traffic, or poor showings in search results, or both.  Even the least internet savvy business owners know that they need to show up in search results — and most have an intuitive understanding that the Top 10 sites returned in a Google search get the lion’s share of the visitors.

So why does it happen?

GooglebotBecause web designers are not search marketers, and very few of them are familiar with sound SEO practices.

In two of the three cases I mention here, the designers chose WordPress as their platform.  When we were conducting our preliminary research and competitive analysis for these clients, we saw their WordPress-based websites and thought, “Yippie — onsite optimization will be a snap!”

WWordpress SEO by YoastordPress is great for SEO out of the box; using one of the popular SEO plugins, like Yoast’s WordPress SEO, makes it even easier and more robust. The plugin provides guidance for optimizing meta tags and on-page content, has options for applying basic indexation rules, generates and maintains Google XML sitemaps for you — all the behind the scenes stuff the designer doesn’t know or care anything about.  (Why should she?  She’s a designer!)

[Read more…]

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Filed Under: Inbound Marketing Tagged With: inbound marketing, SEO, web design

6 Ways to Leverage LinkedIn for Your Business

Apr 16, 2012 By Melissa Cahill

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With over 150 million users, LinkedIn is considered to be the largest professional network on the Internet.  A lot of people have been using LinkedIn for networking, job prospecting, and building credibility in their areas of expertise through the Recommendations feature, or by actively taking part in LinkedIn Groups.  But while many business owners understand how to use their professional profiles, only a few are taking advantage of the many benefits that the company page has to offer.

A study conducted by HubSpot in January found that LinkedIn is 277% more effective for lead generation than Twitter and Facebook combined.  So if you haven’t created a LinkedIn company page for your business, or only have a brief description and/or logo there, you are missing an opportunity to give your business a more robust presence.

Here are some of the features that you can take advantage of to make your business stand out from your competitors:

1. Blog RSS Feed and News Mention.  Aside from creating a keyword-rich description, you can add more content in your company page by adding your blog’s RSS feed.  This works well if you regularly post new content in your company blog.

[Read more…]

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Filed Under: B2B, Inbound Marketing Tagged With: inbound marketing, Linkedin, LinkedIn company page

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From the Blog…

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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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