Our clients recognise the revolution that has recently occurred in digital communications. In response, we help them expand the way they communicate, collaborate and engage with their clients and potential clients.
To seize the opportunity, clients need to be committed to online communication; maximising the reward from social media is central to that commitment: instant messaging, video conferencing, Twitter, Facebook and LinkedIn, as well as other relevant platforms for internal and external corporate communication.
To improve internal communications, and be more creative and engaging with external clients, social media should be integral to your PR strategy. Internally, this will involve collating best practice resources, tip sheets, videos, how-to guides and training documentation then engendering cultural change to get them adopted. Externally, an effective social media programme will make you more visible in your market. For example, Twitter is a great tool to raise your profile to journalists and specific target clients.
From developing legal blogs targeted at specialised audiences, to engaging influencers on Twitter, Maltin PR can devise and implement a social media engagement plan that transforms your organisation’s online presence.
Acknowledging its continual evolution, we also encourage and assist our clients in deploying the latest technology – as part of a constructive approach to client engagement. We can help you deliver more effective communication and increase your social media profile by improving the scope and scale of your online footprint through new media. To supplement this, we can provide practical guidance on better use of established online media, such as YouTube. All these tools provide good opportunities for search engine optimisation, and additional positive real estate on Google searches for your name and company name.
We also monitor your social media presence online, as well as traffic volumes to your website, and share this with you in a monthly report. Effective monitoring affords valuable insight, allowing for better targeting of potential clients and driving additional traffic to your website.
Used intelligently, social media is an important tool in your overall online strategy. But on occasion, it can be detrimental – notably where (often anonymous) commentators post critical comments about you or your business. In this context, we mitigate the effect by managing your online reputation and reshaping what appears about you in a Google search by utilising positive traditional media and social media articles, posts and entries.
Search Engine Optimisation
In our digital age, search engine optimisation (SEO) is vital to maximise your digital footprint. For example, we SEO news posts as we upload them, to ensure they register on your digital footprint optimally.
The first thing anyone does to learn about a company or individual is to google them. However, a Google Search does not read the front page of a website like a human. Instead, an algorithm called PageRank reads the Title and Meta Data behind it in order to rank websites in their Google Search engine results. But the amount of available information to search is overwhelming: 300 hours of video are uploaded to YouTube every minute, for example.
First and foremost, we ensure that our clients are deploying the right terminology that will excite interest and engage their specific target audience. We work closely with them in determining which keywords are used correctly in good commercial English on the front of their website, and that these words are then accurately reflected in the Title and Meta Data behind each website page. In doing this, we have a strong track record of using keywords to secure organic listings for all our clients on Page 1 of Google.
Our approach to SEO is innovative. Many businesses make the mistake of thinking: what are the most searched terms that people are most likely to google and read? We turn that approach on its head. Instead of looking for broad terms where the busiest audiences are, we encourage our clients to go for the most niche terms which show their expertise: where they can achieve cut through and get on to Page 1 of Google Search results.
Instead of trying to fight to be on Page 1 using broad terms, we optimise a wide range of niche terms, appropriate for the work done by our specialist clients. The few people who are then searching for those niche terms will come to our clients. It is a rifle rather than a shotgun approach. Counterintuitive but effective, it reduces the volume of web traffic, and increases the quality.
There are other techniques we can adopt, such as ensuring the quality of good backlinks to your website that improves your Domain Authority score. We can also explore brand partnerships with like-minded organisations to further enhance your search engine rankings.