What We Do
Digital Marketing
Our cutting-edge digital marketing services are outcome-focused and constantly optimized: We use rapid testing and iteration to reach and exceed campaign goals for audience engagement and response. We know these services work best in concert, so we harmonize and integrate our digital marketing components — search engine optimization (SEO), online advertising, email marketing, and social media — using Web analytics to maximize the impact for our clients.
SEO
For a website to have the full impact our clients deserve, it must reach the top rankings on search engines such as Google and Bing, and those searches must direct users to the pages our clients most want them to see. That’s why we stay at the leading edge of SEO, with results like boosting nonpaid traffic to the American College of Allergy, Asthma & Immunology (ACAAI) website by more than 1,000 percent in five years. Our SEO work includes:
- Keyword research to identify the most relevant and frequently searched terms and incorporate them into website content
- Competitive analysis to see how related websites perform in search engines for those terms
- SEO audits to understand how the site is performing on search engines and make necessary adjustments
- Site configuration to make sure search engines are able to find and index the website
- Link building with relevant and authoritative websites and blogs to increase search engine visibility
Online Advertising
Digital advertising allows Reingold and our clients to precisely target audiences, measure success, and pivot strategies quickly based on results. Our work extends the reach of our clients’ messages and increases traffic to their websites and social media. And we’re not just effective — we’re cost-effective, significantly reducing the cost per desired action. We offer:
- Ad development, including images, copy, and video
- Targeting, tracking, and reporting
- Experience across all platforms including search, social media, display, video, and emerging formats such as rich media interactive and native advertising
- Continuous testing and optimization to increase campaign impact and efficiency
Email Marketing
Email marketing can be one of the most effective ways to keep a target audience engaged over the long term, so we put in the time and thought to do it right. Our Veterans Crisis Line outreach emails — heavy on graphics and light on text — have open rates that have topped 30 percent and click-through rates that approach double digits. We’ve grown the Explore VA email list to more than 1 million subscribers, with open and click-through rates that also far exceed industry averages. We achieve these results by:
- Leveraging websites and paid media to grow the email list
- Engaging and nurturing our audience over time, delivering content they care about based on their characteristics and A/B testing to determine which messages elicit the strongest response
- Converting them to take action
Social Media
Social media is about more than building a Facebook page, posting tweets, or sharing photos and videos. Through targeted content and outreach strategies, we build up social communities and spur audiences to join the conversation and learn more on our clients’ websites. That’s how VA’s Make the Connection page on Facebook has topped 7.5 billion impressions and 33 million "likes," shares, comments, and other engagement actions since June 2012, and what drives our success with clients from the National Assessment Governing Board to the National Apartment Association — even the NFL’s executive vice president of football operations. Our work includes:
- Landscape analysis to understand what people are saying online and who’s saying it
- Community management to build trust and engage with the target audience in real time
- Content strategy and development, including graphics, multimedia, and messaging that’s shaped and continually refined by data-driven insights
- Social engagement and events, including Facebook chats, Google Hangouts, Twitter town halls, social-sharing hubs, and user-generated content campaigns that employ hashtags, photo sharing, and new platforms like Thunderclap
- Use of social analytics to gain insight into the performance of social media networks and continually optimize social strategies
- The identification and recruitment of the target audience’s peers, trusted partners, and influencers, who can use their social media accounts to broaden the campaign’s reach
Web Analytics
To maximize the impact of a website and campaign, clients need to know who is coming to the site, how they get there, and what they do once they arrive. Analytics also can help determine which tactics, content, and events are advancing a client’s goals. We work closely with each client to determine what’s most important to the organization or business and how best to track the way users interact with its site. Our team — with Google Analytics Individual Qualification — monitors and reports on:
- Key performance indicators (KPI) to measure campaign success
- Website performance to understand key on-site actions, traffic sources, and trends
- Outcomes of online advertising, email campaigns, and other marketing activities
