Caliber Pulse

Trends, tips and data for your marketing, public relations and social media strategies written by the experts at The Caliber Group, a firm based in Tucson, Arizona that's specializing in building and maintaining successful brands, relationships and reputations

How Strong is Your Content Marketing Strategy?

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Is your lack of a content marketing strategy hindering your social media efforts?

Ten years ago, social media was an untrusted tactic that only the most cutting-edge marketers dared to explore. As the social media movement gained traction, successful case studies emerged and people began to see how it could help their organizations. Social media adoption spread and companies opened Facebook accounts simply because they didn’t want to be left behind by the movement or seen as behind the times. The problem is they jumped on board the social media train with little regard to how this tactic would impact their bottom line or what message they wanted to communicate to their customers.  This lack of planning made it nearly impossible to prove a return on investment and justify the resource cost of creating and maintaining a social media identity. Continue reading

July 11, 2013 Posted by | 1, Business Development, Case Studies, E-mail Marketing, Interactive, Internet Marketing, Low-Cost Marketing, Marketing Trends, Measurement, Metrics, Mobile Marketing, Return on Investment (ROI), Search Engine Marketing (SEM), Search Engine Optimization (SEO), Social Media, Strategies | , , , , , , , | Leave a comment

Press Releases Deserve Search Engine Optimization Too

wwwA press release is often considered a tool used to inform members of the media about an event, update, or new information that would make a useful story for their readers. While this is certainly true, a press release is also content on the internet that can be used to draw people searching for certain keywords and phrases to your website. Search engine optimization (SEO) isn’t just for the text embedded in a website. All communications, including press releases, can be “tagged” with key words to receive priority placement in organic searches and therefore drive users to your message and content. A press release can be optimized for searches by including key words and phrases and adding relevant links to the text. Continue reading

March 29, 2011 Posted by | Public Relations (PR), Public Relations Trends, Search Engine Optimization (SEO) | , , , , , , , , | 6 Comments

Google knows the color of your hat: Black Hat / White Hat SEO Strategies

Black Hat White Hat

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JC Penney recently got its proverbial hand slapped by Google and has been banished to the bottom of organic search result listings. The company’s website was utilizing practices that while not illegal, are considered unethical in the practice of online search methods. These unethical practices are known as “black-hat” tactics, and while they can boost organic search rankings temporarily, they can also hurt the brand and reputation. Presumably such a well-known brand would have experts on their team that would know better than to engage in these strategies and only use “white-hat” or universally accepted practices. However, the company claims they were unaware anything unethical was taking place. Continue reading

March 24, 2011 Posted by | Search Engine Optimization (SEO), Strategies, Website | , , , , , , , , , , | 3 Comments

Be Visible: Make Sure Your Customers Can Find You Online

Are you visible to your customers online? Here is a simple test to determine how well you stack up with a “universal search.”

Type your company name into a search engine. Are you the master of your own domain? If not, it’s possible that it is difficult for your customers to find you, especially when they aren’t looking for your company directly, but maybe searching for a resource for a particular product or service.

Let’s break down the various parts of a search results page to see where you can improve the visibility of your company and own your universal search. Continue reading

November 3, 2010 Posted by | Interactive Trends, Internet Marketing, Low-Cost Marketing, Search Engine Marketing (SEM), Search Engine Optimization (SEO), Website | , , | 1 Comment