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Philadelphia Marketing & Advertising News | Evolvor http://www.evolvor.com The Latest News, Resources, & Commentary on Marketing, Advertising, & Business. Serving Philadelphia & The Greater Delaware Valley Thu, 18 Dec 2014 17:15:14 +0000 en-US hourly 1 http://wordpress.org/?v=4.0.1 Nurturing the Sales Funnel Using Social Media (Inforgraphic) http://www.evolvor.com/2014/12/18/social-sales-funnel/?utm_source=rss&utm_medium=rss&utm_campaign=social-sales-funnel http://www.evolvor.com/2014/12/18/social-sales-funnel/#comments Thu, 18 Dec 2014 17:15:14 +0000 http://www.evolvor.com/?p=3738 You read about revolutions happening across the world – from the Arab Spring to remnants of – and never imagine that perhaps there’s one unfolding right before your eyes. Alright, maybe it’s a little less violent, and a little more subtle, but every new startup that is born in this age of technology has to […]

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funnel

You read about revolutions happening across the world – from the Arab Spring to remnants of – and never imagine that perhaps there’s one unfolding right before your eyes. Alright, maybe it’s a little less violent, and a little more subtle, but every new startup that is born in this age of technology has to face the truth that they are part of a revolution. A digital revolution.

Businesses can no longer rely on face-to-face sales in just the same way that businesses can’t hope to gain better visibility and expand without having a strong social media presence. It’s more than inevitable, it’s necessary.

Customers now have digital eyes (and no, not because of LASIK). They are far less willing or likely to buy a product without first consulting the many invisible product reviews they are able to find online. In just the same way that this can be a detriment to companies with bad products, this can also be used to a businesses’ great advantage. If your business can market online well, then soon enough it won’t have to put so much effort into its marketing strategy – customers will market for you.

The trick is to nurture the sales so they go smoothly down the sales funnel. Here are some tips to keep in mind.

SocialSalesFunnelIG

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Tired of Invoicing Clients with Paypal? Stripe + Invoice Ninja Offers an Open Source Alternative http://www.evolvor.com/2014/10/22/paypal-open-source-alternative/?utm_source=rss&utm_medium=rss&utm_campaign=paypal-open-source-alternative http://www.evolvor.com/2014/10/22/paypal-open-source-alternative/#comments Wed, 22 Oct 2014 14:21:12 +0000 http://www.evolvor.com/?p=3647 With years spent as a freelancer, I’ve always been on the prowl for new and exciting invoicing tools to make the boring business side of things easier to manage. While PayPal has been a tried and trusted partner in crime, the service still is frowned upon by potential clients as an amateur way to invoice […]

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With years spent as a freelancer, I’ve always been on the prowl for new and exciting invoicing tools to make the boring business side of things easier to manage.

While PayPal has been a tried and trusted partner in crime, the service still is frowned upon by potential clients as an amateur way to invoice them, or they are older and still think of Paypal as that service used by nerds to buy Star Wars toys off ebay.

lando-rules

There are two components that are at play here, the first being the invoice itself and the second (and most important) being the actual payment processor.

The later is a complex discussion of how one can accept credit card payments online, and Paypal still sits on top as THE premier processing partner for smaller businesses who aren’t tech-savvy enough to set up their own payment gateways (that shit is really complicated for the novice user. I’ve been involved in e-commerce for some time and it still gets complicated depending on what kind of transaction you’re trying to allow.)

The other big gripe with Paypal is the time it takes to get from the customer to your bank account. When you invoice a client, they can make the payment directly with a credit card, Paypal gets their fee of around 3%, and then the funds are in your account.

If you’re a Paypal debit card holder you can use the funds immediately, but if you need to cut checks to partners or for bills, you gotta transfer the funds into your bank account, which can take 4-5 days sometimes.

credit-card-invoicing

I’d heard about Stripe before but didn’t really get my hands dirty with it until this past summer, and once I started using it I was in love. It’s really simple to sign up, connect your bank account, and then start exploring the bevy of tools it has to begin accepting payments.

Whether you’re building an e-commerce storefront, creating recurring subscriptions services, or just need to do basic invoicing, Stipe is a total Paypal-killer, in my opinion. Big companies like Shopify and Lyft use the service, and it prides itself as being built for developers. The platform has pretty robust customization options and code libraries for developers to integrate and build their own tools with.

Processing is similar to Paypal (2.9% but with a 30-cent transaction fee – not a big deal if you’re sending large invoices), but the funds get transferred to your bank account in 2 days. If you are a freelancer on a tight budget, Paypal’s transfer time can feel like an eternity!

I can go on and on about how awesome the platform is, but we need to solve the next issue – invoicing. With Paypal I always wanted more customization in my invoicing, and wanted to manage it better.

invoice-ninja

That’s where Invoice Ninja comes in, and when integrated with Stripe (which takes about 10 seconds) it becomes your new best friend in making and sending invoices to clients quick and easy (and even automated if you want!)

Invoice Ninja is 100% free to use for up to 500 clients a month. There is a paid Pro version that offers some awesome additional features. If you have 500 freaking clients a month then you’re probably doing pretty damn good for yourself and can afford to pay for the bells and whistles.

Instead of going back and forth while filling out an invoice, Invoice Ninja provides a live pdf preview panel. So as you customize the look of your invoices, you can see what the client sees, and then use various scheduling tools to automate your invoicing.

With the exception of paid services like FreshBooks, Wave and Zoho Invoice, Invoice Ninja is the only invoice tool that offers multiple invoicing templates to customize the experience for your clients. What makes Invoice Ninja cooler then the competition is that it’s open source – you can even download and rip your own version if you want to play with it on your server.

Setting up both Stripe and connecting to Invoice Ninja was quick and painless. Now putting together custom invoices and sending out to clients is quick and easy and adds a new “look” to my clients rather then sending invoices out via Paypal the old-fashioned “amateur” way – and I get paid a lot faster!

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The Secret Formula to Making Your Content Go Viral http://www.evolvor.com/2014/09/30/viral-success-secret-formula/?utm_source=rss&utm_medium=rss&utm_campaign=viral-success-secret-formula http://www.evolvor.com/2014/09/30/viral-success-secret-formula/#comments Tue, 30 Sep 2014 23:07:56 +0000 http://www.evolvor.com/?p=3614 It’d be difficult to find a company today that doesn’t have some sort of presence on the Internet. Advertising online is fast, cheap, and if done right, can be extremely effective. However, it is still uncommon for a single Internet campaign to have the impact once associated with TV commercials and print media. This is […]

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It’d be difficult to find a company today that doesn’t have some sort of presence on the Internet. Advertising online is fast, cheap, and if done right, can be extremely effective.

However, it is still uncommon for a single Internet campaign to have the impact once associated with TV commercials and print media. This is largely due to the way “viewers” are engaged online.

Viewers of online content, unlike other advertising audiences, are active participants in how content is delivered and digested. They can comment (positively or negatively), “like”, forward, and share. This makes pleasing viewers especially important.

It also means that the way in which one distributes information about their business — when, where, to whom — can have a huge impact on how that information is perceived.

So, how does a company craft their content to have the greatest impact online, to go viral? The infographic below has some great tips on the subject.

It includes research from a number of sources to address how readers share content based on emotional response, formatting and time of publication. Many of the quoted studies suggest how these factors vary depending on where the content is published (Facebook, Linkedin, etc.) and provide relevant “share statistics”.

If you’re in the business and want to say something to the internet, take your time, understand the psychology of your audience, and craft the perfect viral share.

viral sharing infographic

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Rule Google Local Results With This Neat Local SEO Infographic http://www.evolvor.com/2014/08/18/rule-google-local-results-neat-local-seo-infographic/?utm_source=rss&utm_medium=rss&utm_campaign=rule-google-local-results-neat-local-seo-infographic http://www.evolvor.com/2014/08/18/rule-google-local-results-neat-local-seo-infographic/#comments Mon, 18 Aug 2014 19:19:11 +0000 http://www.evolvor.com/?p=3604 Local results optimization is one of the easier things you can do when it comes to offline SEO. Google’s focus on things like reviews and directory-style web resources allow you to be in control of basic (but very important) things like your business address and contact information. Here’a a great lil infographic explaining the things […]

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Local results optimization is one of the easier things you can do when it comes to offline SEO. Google’s focus on things like reviews and directory-style web resources allow you to be in control of basic (but very important) things like your business address and contact information.

Here’a a great lil infographic explaining the things YOU can do today to give your site a boost in your area’s SERPS. Big thanks to SEJ for posting and Optilocal for putting it together.

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5 Brands Ruining Their Reputation By Publishing Too Much Content http://www.evolvor.com/2014/08/07/5-brands-ruined-reputation-too-much-content/?utm_source=rss&utm_medium=rss&utm_campaign=5-brands-ruined-reputation-too-much-content http://www.evolvor.com/2014/08/07/5-brands-ruined-reputation-too-much-content/#comments Thu, 07 Aug 2014 15:35:55 +0000 http://www.evolvor.com/?p=3582 We’re living in the “Golden Age” of digital content production. It’s all you hear about these days in marketing discussion – how to leverage content to grow your brand, get traffic, gain SEO traction, etc. Everyone is cranking out as much content as they possibly can while consumers everyday have an insatiable appetite for more, […]

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We’re living in the “Golden Age” of digital content production. It’s all you hear about these days in marketing discussion – how to leverage content to grow your brand, get traffic, gain SEO traction, etc. Everyone is cranking out as much content as they possibly can while consumers everyday have an insatiable appetite for more, more, more.

Or so that is what I’ve heard.

I’ve been a daily consumer of “blog” style content for 10 years now. My RSS reader has been my college professor and I’ve digested more than my brain can process when it comes to business and marketing advice, tips, how-to’s, news, and you-name-it. I’ve seen blogs turn companies into software juggernauts and I’ve seen bloggers rise to celebrity prominence in their industries.

I’ve also seen content driven sites, some very well regarded traditional brands, others Webby 2.0 brands that got rich quick, continue down a path of ruin by the sheer number of articles they feel the need to publish on a daily basis.

Their continued push for pageviews may provide the desperate ad revenue they are looking for, but in the long run it is ruining their reputation. As the “age of content” continues to mature, it will be QUALITY that earns the top ad dollar (or subscription revenue models that well-regarded content brands like The Wall Street Journal or New York Times has pursued). When you’re publishing hundred of articles a week, how can you possibly keep up with the quality of your reporting?

Here are 5 brand that I feel need to follow a “less is more” approach if they want to remain relevant to the business community if they want their brands to survive.

entreprenuer

Entrepreneur

10 years ago a Entrepreneur subscription was part of my business education. While never as good as rivals like Inc or Fast Company, the magazine always had a simple approach to providing me what I considered some “traditional” business advice and did so consistently.

Now the brand has been hijacked by people like myself trying to gain some sort of respect and authority through guest posting. Unfortunately so many of SEO-types have done so that it’s laughable when someone gets excited to get published.

If you can write a “how to blah blah blah social media” article, chances are you’ll find a home at Entrepreneur. I’m sure it works wonders for their bottom line but one has to wonder when the “advice” is going to get overwhelming or redundant.

forbes

Forbes

I was never a reader of Forbes in print form, but I remember when it was a very well respected brand. Maybe someone can explain otherwise in the comments but that’s how I remember them. Didn’t the guy the magazine was named after run for freaking president?

Now their brand is nothing but a business and commerce content farm. Much like Entrepreneur their brand is getting watered down with wanna-be experts and authority-seekers guest posting the same rehashed articles about SEO and social media and unfortunately because of the brand’s former status the business community still eats it all up.

Both of these brands are experiencing the “existing print brand” dynamic, where their content is automatically popular because of their existing brand equity. However, as they milk the brand for all it’s worth by cranking out worthless article over and over again, they are systematically driving that brand equity right in the ground. Once they lose their credibility it will be hard to restore what once was.

huffpost

Huffington Post

Gotta give props to Arianna for cashing out back when she did. She turned the ‘Post into a very well-respected leftist online newspaper that had a ton of credibility at the time she sold it to AOL all those years ago. For a while the Huffington Post was up there with the New York Times as far as journalism went, and when you read a column or story there it meant something.

Unfortunately the ‘Post went the route of Forbes and started letting anyone with a keyboard submit content, and now it’s content is just fodder for pageviews. I’m pretty sure some of the stuff that gets published over there is Buzzfeed-caliber content, and when that phrase is mentioned about a once very politically-charged content brand you know something has gone terribly, terribly wrong.

mashable

Mashable

How jealous am I of Pete Cashmore? Started at exactly the right time during the emergence of social media, Cashmore hit it big by providing the business world a very solid blog about navigating through the social media waters. It was a must read every day and was a staple of the Digg and Reddit home pages. Mashable was the shit.

But as with anyone who is lining their pockets with ad dollars Mashable has just turned into…what is Mashable? It’s like the mashed potatoes you get at KFC, that’s what it is. You hate the fact that you enjoy the taste because you know it’s just mass-produced powdered crap. I remember the day I had to unsubscribe from their RSS feed because of the sheer volume of posts they were cranking out on every topic imaginable. I’m sure Mashable won’t be going anywhere anytime soon but I don’t know what exactly their brand even represents these days.

binsider

Business Insider

Much like Mashable built it’s brand quickly by being on top of the social media craze, Business Insider is a brand that, and I don’t think I’m stretching too far when I say this, built it’s brand on really good SEO and linkbait. I’m sure that domain was bought and content was cranked out and social media spread it like wildfire.

Now the Insider is a very popular and well known site, but it’s starting to follow down the path of Forbes and Entrepreneur in the “watered down content” department. At least those are considered “brands” and have other business models – but BI is still just a website that has yet to become a “brand” with it’s generic-sounding name and content. I’m very curious as to what direction the site takes as it continues to grow.

Before I start answering the trolls here in the comments, I will say that while I’m poking and prodding here at these popular sites, I’m doing so because I am 1. jealous of their success and 2. interested in the on-going development of the content marketing space. I also have gotten articles published in one way or another by some of these brands, and will continue to if asked – they still are very credible in the eyes of many.

My concern however lies in how long they continue to be viewed as such, especially in the eyes of the big Google after some recent guest-posting algorithm adjustments. At what point does Google say “enough is enough”? At what point do readers and consumers get overwhelmed or disinterested in content redundancy?

Some interesting things to keep an eye on.

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Business Priorities: Stop Worrying About SEO and Start Focusing On Your Business http://www.evolvor.com/2014/08/04/seo-focus-on-business/?utm_source=rss&utm_medium=rss&utm_campaign=seo-focus-on-business http://www.evolvor.com/2014/08/04/seo-focus-on-business/#comments Mon, 04 Aug 2014 17:24:23 +0000 http://www.evolvor.com/?p=3563 For the last 10 years I’ve been talking to business owners large and small about SEO and all the wonderful discussion that comes with it (as well as all the really annoying BS that comes with it as well). At the start of my career I spent a lot of time trying to explain what […]

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For the last 10 years I’ve been talking to business owners large and small about SEO and all the wonderful discussion that comes with it (as well as all the really annoying BS that comes with it as well).

At the start of my career I spent a lot of time trying to explain what “a Google was” and why Search was important to their business (and believe it or not there was a time not long ago where people didn’t see the value in it!)

The last few years, however, have been spent talking LESS AND LESS about SEO to clients, and for a variety of reasons, the main being the fact that most of my new client leads seem to know a little about SEO when they walk in the door. They’ve read “some articles online”, and are all of a sudden experts on the subject.

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So these days I actually use SEO as a powerful tool not because I talk about the BENEFITS of it (as I would have 10 years ago) but how SEO is actually HURTING their business.

“But Eric, what could you possibly mean by that?”

If you’re one of these small business owners who has done some studying on SEO and are probably wrongly obsessed with it, then read on. If you’re in the SEO or marketing business, take a step back for a second and put yourself in the small business owner’s shoes.

OK MR. Small Business Owner, you’re looking to increase your business and want to do so with your website. You hear these buzzwords about SEO and Twitter and Content Marketing and all that jazz and start doing some research. You hear about things like “Title tags” and “Panda” and get overwhelmed but continue trying to learn more. Now you’re hooked and start to find people like myself to help YOU rank #1 for some keyword.

Most of the time you’ll end up hiring some snakey types who have built a sizable company taking advantage of small businesses by selling them bullshit SEO packages that focuses on their rankings and probably social media metrics (you know those super important Facebook post “impressions”), meanwhile fueling your desires to “rank for keywords”.

This has been a big problem for years now and the SEO industry as a whole is partly responsible for it’s constant, unnecessary, over-analysis of every possible angle, technique, and algorithm update. The industry, while no doubt wanting stay on top of Google (and chase pageviews) instead instills fear into business owners over losing rankings (or still the “chase” of rankings) and keeps these firms in business.

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For me SEO has turned into “bad word”, and not the fun kind I like to say when kids aren’t around.

When I sit down with a business owner these days, I feel like a doctor who has to wean a client off of worrying about their Google rankings and to worry about more important things, namely their business.

SEO isn’t going to help your business if your products or services suck. If your customer service sucks. Your brand, your marketing message, YOUR WEBSITE – all of these things are 10 times more important then where exactly your website ranks in Google’s search engine results.

Stop reading articles about SEO. Stop reading articles about “How Facebook is Going to BLAH BLAH BLAH” your business. Start caring about your customers, about your service, about being the best damn business owner you can be.

Start planning on real marketing campaigns, on how to communicate the benefits of your products and services to your your target audience. Do you even know who your target audience is?

plant-tree

Start taking an active role in your community.

Start paying attention to what your visitors do on your website. Is it easy to move around, to find information? Is it easy to purchase your product or fill out a form?

If you start focusing on the things that really matter to your business, you’ll find that people will start talking about you, leaving you good reviews, posting Tweets and “Liking” you, and linking or blogging about you. Maybe focusing on these things is what Google wants to see, and in return gives you a bump in Search for those magic keywords.

Think about that for a minute and you’ll start to really understand what “SEO” is all about.

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7 Landing Page Flaws That Kill Your Conversions (and How to Fix Them) http://www.evolvor.com/2014/07/12/7-landing-page-flaws-kill-conversions-fix/?utm_source=rss&utm_medium=rss&utm_campaign=7-landing-page-flaws-kill-conversions-fix http://www.evolvor.com/2014/07/12/7-landing-page-flaws-kill-conversions-fix/#comments Sat, 12 Jul 2014 14:00:10 +0000 http://www.evolvor.com/?p=3553 SEO and Social Media are important and have their place in your marketing campaigns, but they don’t work unless your website and marketing message make sense to your visitors. This rings even more true if you’re spending money on online advertising like Google Adwords – why advertise your website if you don’t have a clear […]

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SEO and Social Media are important and have their place in your marketing campaigns, but they don’t work unless your website and marketing message make sense to your visitors. This rings even more true if you’re spending money on online advertising like Google Adwords – why advertise your website if you don’t have a clear message that drives your visitor to conversion?

This simple and to-the-point infographic from Neil Patel does a great job at addressing how you NEED to use landing pages in your marketing campaigns. This is tried and true stuff here folks!

7 Landing Page Flaws That Kill Your Conversions
Courtesy of: Quick Sprout

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Learn Google Ranking Factors That Matter in 30 Seconds – Infographic http://www.evolvor.com/2014/03/27/google-ranking-factors-that-infographic/?utm_source=rss&utm_medium=rss&utm_campaign=google-ranking-factors-that-infographic http://www.evolvor.com/2014/03/27/google-ranking-factors-that-infographic/#comments Thu, 27 Mar 2014 12:33:05 +0000 http://www.evolvor.com/?p=3463 Everyone these days seems to know what makes a web page rank in Google’s elusive search engine. Quicksprout has a nice inforgraphic that gets back to basics about the top-level important factors that you need to worry about before over-analyzing the millions of other articles about SEO you read every day. Courtesy of: Quick Sprout

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Everyone these days seems to know what makes a web page rank in Google’s elusive search engine. Quicksprout has a nice inforgraphic that gets back to basics about the top-level important factors that you need to worry about before over-analyzing the millions of other articles about SEO you read every day.

How Google Determines Where to Rank Your Website
Courtesy of: Quick Sprout

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20,000+ Free Comics? Comic Book Plus Is the Coolest Thing On The Internet http://www.evolvor.com/2014/03/11/20000-free-comics-comic-book-plus-coolest-thing-internet/?utm_source=rss&utm_medium=rss&utm_campaign=20000-free-comics-comic-book-plus-coolest-thing-internet http://www.evolvor.com/2014/03/11/20000-free-comics-comic-book-plus-coolest-thing-internet/#comments Tue, 11 Mar 2014 19:58:38 +0000 http://www.evolvor.com/?p=3435 The past few months have been a renaissance of sorts for my love of comic books. After reading the awesome Untold Story of Marvel Comics (in only one week) I’ve been chomping at the bit for spring to come so I can visit some flea markets and attend some local comic-cons. Then came this tweet […]

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The past few months have been a renaissance of sorts for my love of comic books. After reading the awesome Untold Story of Marvel Comics (in only one week) I’ve been chomping at the bit for spring to come so I can visit some flea markets and attend some local comic-cons.

Then came this tweet yesterday from the one-and-only Queen of Twitter:

Does that say 22,000 Golden & Silver Age Comics? She forgot to mention that they are FREE to download!

In case you are not aware, Comic Book Plus is the premier site to legally read and download Golden and Silver Age comic books and fanzines. The site has had different iterations and owners over the years and is now one gigantic repository of tons of comics that are in the public domain. It’s free to sign up (you just have to register) and after approval you’re free to view and download these historic books.

comics1comics2

Now, you’re not going to find your Marvel and DC books here, and to really enjoy it you best know your history of comics (especially those first few years of Golden/Silver Age publishing). Back then there were a ton of publishers filling the newsstand with comics in all sorts of geners that didn’t make it to the Modern Age – tons of humor, western, romance and others. These were kids books that you found at the local drug store (as opposed to today where the indie comic market exists only at specialty stores).

The site also features a ton of pulps, fanzines, comic strips, and foreign language books available as well, with new upgrades and updates over the next few months.

The navigation and discovery of these rare books is pretty neat. Because of the vast number of books and categories available, getting started on what to check out or download can be a daunting task. That’s why Comic Book Plus has organized lists for you to discover the fun stuff, from the most downloaded and viewed to the highest rated and random sections. Check out the insite page to get started!

comics3comics4

Some of the more well known publishers include Fawcett (the original Captain Marvel/Shazam!), Charlton (Captain Atom, Blue Beetle), Dell (Cartoon, Celebrities), & Quality (Blackhawk). There’s a ton of great artists who worked for Marvel & DC who also worked for these and other companies for you to discover and appreciate.

There are some truly awesome upgrades that will be launched in the next few months. These are guaranteed to propel Comic Book Plus to even greater heights!

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10 Essential Elements of A Law Firm Landing Page http://www.evolvor.com/2014/02/25/law-firm-landing-page/?utm_source=rss&utm_medium=rss&utm_campaign=law-firm-landing-page http://www.evolvor.com/2014/02/25/law-firm-landing-page/#comments Tue, 25 Feb 2014 15:13:31 +0000 http://www.evolvor.com/?p=3397 It’s pretty amazing how much money law firms have been dumping into SEO services over the last few years. For starters, managing a Google Adwords campaign will show you how much money law firms are paying just to get potential leads to click on ads to their sites. They’re some of the highest cost-per-click numbers […]

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It’s pretty amazing how much money law firms have been dumping into SEO services over the last few years. For starters, managing a Google Adwords campaign will show you how much money law firms are paying just to get potential leads to click on ads to their sites. They’re some of the highest cost-per-click numbers I’ve ever seen!

Then there are all the BS SEO companies out there selling firms outdated link schemes and spinning content to boost their organic rankings. I have a lot of friends and peers who work with firms and they always get me on the phone to evaluate new SEO companies that claim to have the “answer” and have built giant legal networks of spammy sites to inter-link with one another. Most of these services do what they claim to do until Google finds out hits them with a penalty, which leaves the client looking for new get-ranked-fast options.

The hilarious part of all this SEO nonsense is the fact that a lot of these legal websites just are not optimized to CONVERT! Everyone’s worried about ranking for keywords but no one is paying attention to the obvious things that we can actually CONTROL – the elements of a web page that build trust for a visitor and convinces them to take some course of action (hopefully filling out a contact form or picking up the phone.)

Are you a lawyer or in charge of a firm’s website? Here are 10 essentials your site should consider to make sure your marketing efforts convert well.


Video

I will start my case with one of the strongest things your landing page can have – a professionally shot and edited video!

These days video won’t cost you thousands of dollars like it did in the 80’s. And you’re not shooting a cheese-ball infomerical that’s going to run during your mom’s daytime soap operas. What you need is a well planned one-day shoot followed by some simple, sharp editing, showcasing your firm’s lawyers talking about why someone should trust their firm. It’s that simple. People want to see and get to know (and again TRUST) the people that are going to be handling their case.


contact

Contact Form

This may sound like a no-brainer but you’d be surprised how many website’s make this harder then it needs to be.

When a visitor arrives to your web page, they should be presented with a clear introduction to the firm (using that video I just mentioned) or in the case of a specific landing page, a video describing the area of law or type of suit, and a clear call-to-action in a contact form either to the right or below the video. If your video does it’s job, then the visitor should want to request more info or make an appointment. Don’t make the visitor wander around any more. THIS IS THE GOAL OF YOUR WEBSITE!


live-chat

Live Chat

This is a pretty neat thing you can add to a web page if you can get it to work properly – having a “live chat” messaging program load on a web page.

Any visitor to your page is going to have a lot of questions to ask, and some are going to be weary of contacting you. Lawyers tend to have to go the extra mile to prove their trust with a new prospect. Live chat allows a visitor to ask questions right there in the browser with an operator at your firm. If you can have this work for you it’s great – just make sure it’s done in a non-evasive way. Make it an obvious option and lose the stupid stock “chat operator” photography from your chat box. And make sure whoever’s doing the talking on the other end is qualified to do so.


testimonials

Personal Testimonials

While this rings true with ANY website, in the case of a legal site, personal testimonials are key. People want to feel comfortable hiring you and statements that come from real people will help.

Focus on the REAL people part, and if you can get anyone who is a local celebrity, business owner, or part of a reputable organization to provide a testimonial, it will make your page even more trustworthy. Try to get images from them too, so visitors can put a name to a face. Fake pictures or testimonials can cause you to lose all credibility.


money

“Money Awarded” Copy

Let’s face it, many lawyers are hired to do one thing – get money for people who have been wronged in some way, and nothing proves how good a firm can be then to see what kind of money their cases have been awarded.

Your victories in court are your portfolio – so use them to your advantage. Include headlines and copy that includes real dollar amounts from cases your firm has won. The more money you can show the more a visitor is going to want to learn how you can help THEM get a settlement for their case.


firm

Pictures of the Firm

Another obvious element of a strong legal site that I still see even large firms forget to add – pictures. People want to see who you are!

How many employees does the firm have? Is it one shady guy working out of a closet or is it a big firm with the fancy offices? People want to know who’s working and what’s going on behind the scenes. They want to see the “library”, the people doing the research, the sons and daughters and mothers and fathers who have families and all the “real people” behind the firm.


affiliations

Brand Affiliations

What legal organizations is your firm a part of? Have any of the lawyers been featured in a major news publication? We want to know about them!

ALA, Superlawyers, American Association of Justice, regional trial lawyer associations, and more – whatever you’re firm is a part of, get that information on the site. Use logos if you can, when they’re all grouped together visually it stands out an makes the firm look more reputable.


phone-number

Toll-Free & Local Phone Numbers

Remember earlier when I mentioned having a prominent contact form ready to go so visitors can quickly get in touch with you? I forgot to mention a phone number (both if you also have a toll free number). Yes, people still pick up the phone!

Phone numbers will especially be important if someone is visiting the site from a mobile device. Talking about having a responsive site for mobile is a discussion for another article, but make sure that number is easy to read above the fold for the visitor looking to get in touch with you immediately.



FAQ

FAQ

Finally, show the visitor that you know your business and build trust through finding them answers to their questions. They are no doubt going to have a lot of questions, and whether it’s the contact form, live chat, or phone call, you’re only going to have so much time to qualify them, so answering their questions with an FAQ area (with links for further reading) is not only helping the visitor, but you as well.

No one wants to be wasting each other’s time and energy, especially when it comes to how important these questions maybe be for some people. In general, your website should be a resource for people to learn more about HOW your firm can help them and, as addressed numerous times already, WHY they should trust you!

Testing

If you’re spending money to advertise your firm’s website, are you employing any of these on your landing pages? Are there other tactics you find that work for your firm or client? Make your case in the comments below.

The post 10 Essential Elements of A Law Firm Landing Page appeared first on Philadelphia Marketing & Advertising News | Evolvor.

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