Online Marketing Case Study: Paddle Diva (Part 2)

by Melissa Cahill on Jun 22, 2015 8:50 am

Online Marketing Case Study: Paddle Diva (Part 2)

Categories: Blogging & Content Marketing, Case Studies, Inbound Marketing, Social Media Marketing · Tags: , ,

Part 2: Winter 2011/2012 Developing a Long Term Strategy Seeing the power of SEO to drive traffic and sales, Bradley continued working with Panoptic to develop an integrated marketing plan for Paddle Diva. We helped her understand that building a robust and sustainable online presence means delivering something of value to your audience —and speaking from the heart, with an authentic voice. The website had some basic, built-in blogging functionality (which was eventually moved to a separate WordPress platform), and Bradley herself had already established profiles for her business on the major social networks. But she wasn’t sure how to grow her following, especially during the off-season...




Benefits of Email Marketing

by Panoptic Marketing Team on Jun 15, 2015 1:17 pm

Benefits of Email Marketing

Categories: Email Marketing · Tags:

All too often people make the mistake of thinking that with the advent of social media marketing came the death of email marketing. This is far from true. Email is still a very important component of any small business marketing plan and there are very specific reasons why. Email marketing is targeted and cost efficient. An e-mail marketing campaign is relatively cheap and easy to create; there are no postage fees as with direct mail marketing and no ad-buys as with print, TV or radio (or even Google AdWords). When you invest in these classic forms of marketing you need resources: a creative team to put together the mailers or advertisements and money to buy space for the ads. Email...




Online Marketing Case Study: Paddle Diva

by Melissa Cahill on May 21, 2015 7:06 pm

Online Marketing Case Study: Paddle Diva

Categories: Case Studies, Local SEO, Search Engine Optimization · Tags: , , ,

Part 1: Spring/Summer 2011 Background In Summer 2009, Gina Bradley launched her Stand Up Paddleboard business, Paddle Diva.  Her timing was perfect — the sport was just starting to take off in a big way. Based in East Hampton, New York, Paddle Diva was among a handful of local businesses offering SUP lessons throughout the beach resort towns of Eastern Long Island. Bradley saw a niche amidst the competition: she would target women, marketing the health and wellness benefits of the sport as well as its recreational appeal. Bradley’s first two years in business were successful enough for her to invest in a professionally designed website.  Her website launched just as peak paddling season...




SEO Spring Cleaning

by Panoptic Marketing Team on Apr 27, 2015 4:10 pm

SEO Spring Cleaning

Categories: Search Engine Optimization · Tags: , ,

Spring is here! While many of us associate the season with shedding our heavy winter jackets and window washing, we online marketers have our own type of spring cleaning to tackle. Because SEO is an ongoing project, not a one-time thing, you’ll want to take a look at your web stats at least quarterly and make adjustments where necessary. Here are a few SEO Spring Clean-Up Tips: Take a look at your Google Analytics and Webmaster Tools Taking an in-depth look at both your Google Analytics and Webmaster tools can provide you with invaluable information about how your website is performing, and what adjustments you can make to help it perform better. Your Webmaster Tools can tell you a lot...




Local SEO for Small Business

by Panoptic Marketing Team on Mar 25, 2015 10:48 am

Local SEO for Small Business

Categories: Inbound Marketing, Local SEO · Tags:

If your business serves a particular town or city and its surrounding areas, then Local SEO – that is, making sure your website is optimized locally – is a critical component of your online marketing. There are many factors that contribute to your local search rankings but local SEO starts, unsurprisingly, with your company website. From choosing a domain name that indicates your geographic location (like philspizzanyc.com) to adding your location in page titles, to including your business name, address and phone number in the website’s footer – all of these contribute to boost your rankings in local search results. The next step to success in Local SEO can be summarized in two words:...