Branding Yourself in Emerging Media

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There seems to be a lot of changes going on with Search Engine Optimization and the companies that provide SEO and social media services.  There have been announcements of cutting staff, redirecting resources, updating the business model, merging technologies…all because the “rules of search” have changed.  Google has implemented new algorithms (surely Yahoo and Bing to follow) to make for a better experience for the person doing the search.  That has always been the goal of the search engines.  Unfortunately, it has not been the goal for SEO companies.  Their goal has been to get their clients on the first page of the search engines.  In doing so, the relationship between SEO companies, their clients and the search engines has become counterproductive.


Many SEO companies have traditionally promoted their clients websites by optimizing them for keywords, then creating a separate blog website that links back to a client’s website.  Unfortunately, posting blogs to an independent website, and linking to the client website does not promote their clients site or brand. Most of these companies were only trying to increase the overall page rank of the independent site as opposed to driving prospects to their clients’ website.  A missed opportunity to say the least.  To address this, many SEO companies are now talking about creating content that promotes conversations on social sites that will help a company increase traffic and lead to sales, which should have been the goal in the first place.  SEO and social media marketing need to be a part of an overall brand strategy.


The search engines should not be the ones driving what is an obvious and cost effective way to advertise and market for goods and services.  What it takes to advertise and market, with all the emerging media, is an advertising agency that is focused on a client’s brand.  Companies should focus on a clear concise message in all forms of advertising and marketing, and not on where your webpage shows up in a search. If you really need to attract the impulse buyer (my son needs new cleats for football), or the emergency buyer (think plumbers and a burst pipe), then use pay-per click advertising and get on the top of the search page.  Otherwise, companies should use all of the tools available to deliver your branded message across all forms of advertising.


The key to advertising with all of the emerging media available today is to have a content rich website that delivers a compelling experience to the prospective client that starts conversations.   While traditional SEO companies have used proprietary websites to deliver content, to do this right today means delivering content from your main website.  Blogs, videos, latest news, pictures, stories, games…clear messaged branded content that brings people to your site.  Then pushing that content out to other sites (Twitter, Facebook, YouTube, Pinterest, LinkedIn, Yelp, FourSquare) that allows prospects to find you.  Linking the social media sites back to your websites helps with SEO and page rankings but should never be the focus.  Creating content from your website and putting in more places gives prospects the opportunity to interact with you in a variety of ways.  Concise, branded content that helps to funnel true prospects into conversations that leads to sales.


You don’t have to be on the first page of the search engines if your content is in many places and delivers a concise message.  You don’t need thousands of followers, or likes…you need the likes to come from prospects who can buy.  Today’s advertising and marketing has many avenues to promote your goods and services, but the goal should be just that…promoting goods and services, promoting your brand.  It should never be using the tools just to be on the first page of the search engines, because if it is, you have wasted a golden opportunity to tell your story to the right people.


Brand recognition isn’t achieved with one-off projects here and there, or a little SEO and some social media.  On the contrary, building brand takes a whole lot of soul searching and a little more patience.  Brand recognition is more than your logo; it is your philosophy, your promise to customers, the unique experience through your communication that endears a customer or prospect to your brand.  That being said, a brand and the long-term benefits of building it are well worth the wait.  Using SEO and social media is part of building your brand.  SEO and social media are not the whole…they are a piece of the puzzle.  Find a company that will carry your brand across all forms of advertising and marketing and you will reap the benefits of a true branded organization.

True Inbound Marketing

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Web, social, SEO and more, inbound marketing is the new approach, and an exception to the old “SEO” approach. By utilizing all media that the web provides and using it to build brand, we’re not only helping companies climb up in social rank, but we’re helping them do it with a solid brand strategy in place. We call it “BLink” and it is revolutionizing the way businesses are communicating with their audiences. If social media, video, custom application development or even gaming make good sense for a brand, we know why and when they should be applied, and how the brand will benefit.


Social Media and a Website…WHY?

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So, you have a business…large, small, in the middle?  Is your company as big as Coca-Cola?  As small as Kev’s Light Bulb Changing Service?  Somewhere in between?  Regardless, you probably have a website, one of the millions of websites in the world.  So, I have to ask, why?  Because everyone else does?  So people know you have a business?  So your stakeholders can find you?  To tell the world about your product and services?  YES!  All correct, but not the real reason.

You have a website to attract, manage and retain customers, ON-LINE.  That’s it.  That is the only reason.  It does not matter what is on your site, or how it looks, or the theme of your site…commerce, social commentary, information, whatever.  Your site should attract the people you are looking for, help you manage their experience, and retain them as customers, regardless of the definition of customer.  So, how do you do that???

Your customer (consumer) is online.  According to Forrester, Pew, Nielsen, HitWise, Kudzu and Borrell…LOTS of your customers are online.  16 Billion monthly searches, 38 Billion monthly Yahoo page reviews, 150 million daily active Facebook users.  They are out there…your customer, your consumer, your way to make money.  So you have to ask yourself…how do I get them to my little website?  Out of the millions of websites, how do they find yours?  Better question, how do consumers find ANY website?  And how do they interact with you when they do find your site?

Well, since your site is the face of your business, and you should be using it to attract, manage and retain customers, you have to look at your site from your prospect or customers perspective.  Prospects and customers find your site through Search Engines, Directories, Sites and Blogs, Content Sites, Reviews and Recommendations, Social Media, Location Based Services, and Group Deals.  Easy right?  Just put your site out there and they will find it…(insert Field of Dreams quote here).  Um, not so right.  You must have a strategy to make sure you get your site in front of your prospects, and your customers.  Why?  Because that is how your prospects and current companies now buy your products or services.  They search for you (Search Engine Marketing, Directories, Search Engine Optimization), they learn more about you (review sites, content sites), they check your reputation (Reviews and Recommendations), they ask their friends (Social Media Marketing) and they check for deals (group coupons).  All of these aspects of internet marketing come into play when people are looking for you.  You must have a strategy to drive people to your site, with all of the aspects of how people find you included, to do the most important thing…convert them to customers.

So, take a week, and work backwards.  Customer, website, looking for goods and services.  You got a new customer from your website.  How did you convert them from the website to a customer????  VERY IMPORTANT!!!  Converting the web hits and leads into customers is your biggest job!  Nobody sells your business better than you.  That is the key.  Next, how did they get to your website?  That is my biggest job.  You know they are out there searching.  How will you attract them?  You can buy web presence (SEM), you can build web presence (SEO/Social Media), but in the end, either way or both (both is best), you must convert customers.  While deciding, don’t forget that most these prospects are using mobile devices for finding you (for another time).

This is a lot to consider.  Meanwhile, you still have to run your business.  Attract, manage, maintain customers.  Have a strategy, or find a company to help.  Search Engine Marketing (SEM), Search Engine Optimization (SEO) Social Media Marketing (Facebook, Twitter), whatever you think, get an expert to help, and increase your business.  That is why you have a website.

So, now that you know…call us, and let us help you manage your customers and your content.  Beltrame Leffler Brand Communication will be happy to spend some time talking through what you want your website to do for you.

Welcome to Kevin Howard!

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Beltrame Leffler would like you to join us in welcoming our new Director of Emerging Media, Kevin Howard.   Kevin has a 20-year background in Sales and Marketing in the Information Services space, as well as extensive online marketing and branding experience.  He will be working with current and existing customers implementing our new emerging media product, BLINK.

BLINK is a proprietary inbound marketing strategy that uses key message and content development to increase a brand’s online presence.   Social media, relevant key work-driven content push, inbound linking and list streaming combine to enhance SEO, customer prospecting and retention as well as overall brand awareness.  BLINK quickly gets businesses more exposure, in more places-on the web.

He’s settled in now so give Kevin a call for more information. Let’s get started on increasing your brand’s presence online.

You can contact Kevin at, or call 317 916 9930.


Welcome to Emerging Media…(Blink, Blink, Blink)

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From our little corner of Mass Ave, we are taking the next step in helping our clients.  Branding- that’s what we do; Advertising-the cornerstone of our business;  Digital and integrated- what our clients need.  Now we have taken additional steps to help our clients put a branded message in more places on the web…welcome to BLINK!!  Blink is our proprietary brand-link offering that is an inbound marketing strategy using key message and content development to increase a brand’s online presence.  Using social media, relevant key-word driven content push, inbound linking and list streaming to enhance SEO, customer prospecting and retention as well as overall brand awareness.  More Exposure, More Places, More Business.

Give us a call, or send us a note…we would be more than happy to discuss how we can increase your awareness on the web.