RepEquity® Blog: Digital Brand Management Distilled

A Message to Advertisers: Don’t Google Yourself!

It’s a natural response – you’re paying for your ads to be seen by users and you want to see them too! What many advertisers fail to realize, however, is that searching for your own ads on a search engine can actually be harmful. It’s also a very inaccurate way of evaluating your ad’s performance.

When a user performs a search, keywords are not the only factor that determines if your ad will be displayed. There are a number of settings within the Google AdWords interface that determine whether your ad should be shown to a particular user:

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8 Tips for Creating Your Own Website

You’ve probably seen the ads: “Set up your website for free! No coding!” With such low barriers to entry and more plug-and-play design platforms, why not create your own website?
While it seems like an easy and affordable solution, using a DIY website platform won’t necessarily be your organization’s silver bullet solution. With millions of brands competing for users’ clicks and dollars, it’s important to incorporate best practices that increase your site’s visibility and usability.

So, if you’re wading into the waters of DIY website building, here are eight essential tips to help you swim instead of sink:

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New Year, New Advocacy Outlook

RepEquity 2015 Advocacy Outlook

I’m a government relations girl. Before RepEquity, I worked at the U.S. Chamber of Commerce, on Capitol Hill, and in the Executive Branch. To say I understand advocacy and its importance is an understatement! Here at RepEquity, I have the privilege of working on a range of advocacy campaigns for our clients.

The New Year means many things to many people. Some resolve to start eating better and exercising more, while others want to create a family budget and stick to it or cultivate a new hobby. But while there are an endless number of personal New Year’s resolutions circulating this month, there should be only one professional resolution for those who work in the advocacy space: become more effective at reaching those who matter most. But how do you make this goal manageable? The answer is simple: create one achievable tactic.

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Landing Page Best Practices in the Real World

Pay-per-click advertising is an indispensable tool to have in your lead generation toolbox: not only does it increase brand awareness, but it brings qualified leads to your website. However, if a potential customer clicks on your ad after searching “new countertops” and is routed to your expansive homepage, you’ve immediately lost them. That’s where landing pages come into play – targeted landing pages help connect the right customers to your product, and allow you to capture information about those potential customers in order to follow up and complete the sale.

Landing Page Best Practices

A poorly-optimized landing page can cause you to miss sales and lose customers. Below, we’ve assembled a short list of best practices that will help eliminate confusion and drive conversions:

  • Display the form above the fold of the page
  • Make sure the form is not too long, include as few required fields as possible
  • Have one, clear call to action and place it prominently on the page
  • Include trust-building content such as videos, customer testimonials, satisfaction rates or company awards
  • Make sure the copy on the page is clear and succinct
  • Use directional cues to draw attention to your call to action
  • Give people the option of filling out a form or calling a direct line

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Taking the Reins – How to Control Your Online Reputation

Benjamin Franklin once said, “It takes many good deeds to build a good reputation, and only one bad one to lose it.” Although Franklin predated the Internet by almost 300 years, his words ring truer than ever now that our lives are documented so thoroughly – and so publicly – online. In our years of helping clients manage their reputations online, we at RepEquity have developed a sizable toolbox of tips you can use to bolster your reputation in the digital sphere. Here are some basics that can get your online reputation moving in the right direction.

Claim Yourself Online

Google looks for a wide range of diversified content to place on page one. The standard set of top ten search results across most disciplines consists of official website content, news stories, videos, social media profiles, and third party sites. Your goal should be to develop and curate content in each of those areas to give yourself a well-rounded online presence – and more ammunition to push out potential negative content.

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