Call it what you may...
Search vs. Social
Facebook vs. Google
The online territory war for our attention is real.Read More
The motivation behind content used to be a little like a television in a waiting room: not what you came for, but rather something to pass the time. The evolution of search engines flipped that script entirely, creating a scenario where that waiting room was unlikely to even be found without that "television" turned on to the right station, at the right time, and at the right volume. Content marketing - the practice of using content as both a vehicle and platform for your brand message - was born. Today, as digital marketing picks up momentum through 2017, quality content is more important than ever.Read More
OH the possibilities.Read More
Most business functions are fairly straightforward - an action is performed, such as discounting a product, and a result ensues: hopefully, in this case, a bump in sales that justified offering that discount. When it comes to marketing, however, that reliable result is no longer a guarantee. The relationship between a potential customer, your keywords, and a search engine's algorithms is a fluctuating one, and if you've been treating your keywords as if they exist in a vacuum, you're hamstringing the potential performance of your SEO and content. Keywords are dynamic, and their importance and outcome can change at any point: that's why it's crucial you avoid a set-and-forget mindset with keyword targeting.
Never underestimate the power of taking time to get to know your prospect.Read More
Is traditional PR dead? For decades, public relations success was measured by your ability to pitch a reporter and secure earned media coverage on the TV, radio or in newspapers and magazines. Today, we read most of our news online through news websites, apps, and our social media feeds. Social media and industry blogs have created a new platform for directly reaching customers, in many cases circumventing the need to “pitch” a reporter. But don’t write off the benefits of working reporters just yet!Read More
Recently, a 21 Handshake client asked us, “So, what does 21 Handshake do for PR?”
The client assumed that because our focus here is on digital marketing, we don’t really do PR. In the most traditional sense, the client was correct: we don’t have a team of seasoned PR specialists pitching new stories to reporters round the clock or planning press events to secure earned media coverage. But we do apply many of the “best practices” associated with traditional PR to our digital marketing strategy.Read More