At Globe Runner, we take this season of thanks seriously. If you’re reading this, we’re grateful for you! To our clients (and future clients), it is because of you we’re able to fulfill our mission of taking brands beyond. To our entire network, you help us provide the out-of-this-world digital marketing services that launch business to new heights.

Of course, it is our mission possible ground control staffthat really generate lift off. Without you, we’d be all space suited up with no place to go. We recently asked some of our team to take pause and tell us what they’re grateful for. Here’s a look at what’s fueling their rockets this year.

Katy, VP of Client Services

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Chad, President: Creative Division

Stacey, Account Director

Gracie, Director of Operations

Eddie, Creative Director

Daniel, Development Team Lead

As the holiday season speeds up, it’s important to slow down. A quiet moment of reflection for all that’s going well in one’s life can recalibrate you for the hustle and bustle ahead. We’re holding our gratitudes close this year.

We’re also curious about yours! Tell us, what are you most thankful for?

Many business owners don’t understand that their website, even if it’s viewable on a mobile device, might not be mobile-friendly. A website is mobile-friendly if it’s been designed to be properly displayed on a mobile device, such as a smartphone or tablet. This means it can be read, navigated, and all essential functions utilized on a phone or tablet without the user having to pinch, rotate, or enlarge.

If your website isn’t mobile-friendly, you’ve probably been missing out on traffic, customers, even sales. Why?  Because websites that aren’t mobile-friendly don’t rank as high as their mobile optimized counterparts. And because users are five times more likely to leave a site that does not provide a good experience on a mobile device. This means that continuing to operate your business without a mobile-friendly website is costing you even more traffic, and sales, in the future.

Google’s Mobile-First Index

Google anticipates rolling out what they’re calling Mobile-First Indexing in early 2018. Google announced their intent to make the switch in the fall of 2016 because over half of all global Internet searches are now performed on mobile devices. Prior to this, Google’s priority was focused on the desktop versions of websites. Mobile-First Indexing looks first to the mobile versions of pages to determine ranking.

Is Mobile-First Indexing the Same as Mobilegeddon?

Launched in April of 2015, Mobilegeddon is the ominous name many in the SEO community called Google’s first mobile-friendly ranking algorithm. It gave priority to web sites that passed Google’s mobile usability test. Google justified the new algorithm by stating that “the desktop version of a site might be difficult to view and use on a mobile device.”  Mobilegeddon didn’t incorporate mobile-first indexing, but it certainly set new standards for mobile optimization. Mobile-First Indexing is the next step in Google’s mobile-friendly evolution.

How Will Mobile-First Indexing Affect my Business?

It won’t, as long as your website design is mobile-friendly. While Mobile-First Indexing doesn’t mean that desktop content will cease to rank, it does mean that not having a mobile-friendly website will critically hamper your online presence. If your website isn’t mobile-friendly, you’re basically ignoring the over half of your company’s prospective customers. And that’s not good business.

If you’re wondering how to ensure your company takes advantage of Google’s Mobile-First Indexing, contact the Dallas SEO specialists at Globe Runner.

Nothing shakes up the web world like a Google algorithm update. Sites that are out of step can experience significant ranking fluctuations. If you’ve noticed your web traffic decreasing over the last eight months, the March 8 rollout of Google’s Fred Update could be partially to blame. Ahead, we’ll look at what the update is targeting (hint: ad heavy, low value content websites) and how to make sure you’re in compliance.

What does Google’s Fred Update target?

Fred diverges in name from the ‘cute fuzzy animal’ updates in years past. But that doesn’t mean it’s any less decisive. The new parameters are clear that sites whose content brings no true value to the user are under threat of penalty.

You’ve heard us say your copy needs to prioritize the reader’s experience, not the search engine. This update really drives that point home. The emphasis is squarely on customer value. That means no repetitive content, and anything copied and pasted from other websites is especially damaging for your ranking.

There’s also a lot of focus being placed on adsense and affiliate sites. Because they generally have little to no relevant content aside from a few keywords, they’re being systematically downgraded.

Essentially, anything operating as a container for ads and affiliate links is on the outs.

Some other aspects targeted by Google’s Fred Update include:

• Excessive “review” content
• Exact match “review” domains
• Missing mid– and-top-of-funnel content
• Content optimized around exact keywords instead of topics
• Poor ad-to-text ratio
• Poor affiliate link-to-text ratio
• No rich media/poor site design
• Content not matching users search intent

How to Avoid Fred Update Penalties

Sometimes, Google updates offer the perfect opportunity to do a quality control check of your website. To comply with Fred, start by focusing on the placement of ads on your site. Make sure any banner ads you host aren’t obtrusive, or you can expect to see a decline in traffic and possible Google penalties.

Next, make sure to turn a critical eye to the content. Text heavy sites that are obviously targeting industry related keywords are unlikely to give you the traction you’re after. In fact, if it’s oriented towards generating ad revenue and less concerned with actually answering a user’s question, a downgrade in ranking could soon follow.

When writing, focus on satisfying the human query and don’t focus too heavily on keywords, for the sake of having keywords. Human-friendly title tags that focus on topics more than exact matches could also result in curried favor with the algorithms that be.

Pepper that with active social media engagement and rich media on the site itself and you should be safe. Until the next update, anyway.

Whether you’re building a site or thinking of redoing yours in the future, make sure to keep these tips in mind. If upon review of your engagement metrics you see something concerning, give us a call. We’ll help you come to a resolution.

Though no office is complete without a smattering of wall art, Globe Runner takes it a step further, using its space as a dedicated gallery. With a rotating cast of local talent on display, each show is unique and each opening event is grand.

This month was no exception.

Globe Runner’s November Artist Exhibition

Wednesday, November 1, Oak Cliff artist Gary Perrone joined Globe Runner and Addison’s finest to debut his recent collection. The cocktail party that followed was a welcomed celebration of his multilayered detail of the endless rhythm of thoughts and consciousness.

After a brief introduction by Globe Runner’s founder and own artist, Eric McGehearty, guests were free to ponder on the colorful chaos of thought in form.

We are pleased to host this important work and trust that the members of our Addison community were as moved as we were by Perrone’s exhibit.

To see more photos of the event, keep scrolling!

Art fans ponder ‘Escape’

‘Static’ (L) and ‘Synesthesia’ (R) in review

The Contemplation of ‘Separation’

Detail shot of ‘Surf’

Perrone’s art will be on display at the Globe Runner offices until February 2018, when the next rotation is displayed.

Looking Back at Our Previous Exhibition

This past June, Globe Runner held an exhibition for our previous artist: Hilda LaFleur.

Email marketing isn’t dead. In fact, it’s growing, which is great for the legal industry. Why? Because according to Signupto.com’s 2017 Email Marketing Benchmark Report, the legal industry has the second highest email open rate out of the 29 industries they evaluated.

But, let’s face it, email marketing gets a bad rap. Many companies, including law firms, shy away from it for two reasons: 1) it’s not new and 2) it’s often associated with spam. There’s no response to the first point. It isn’t new. But who cares, if it works? Regarding the second point: if you’re not selling anything, you include your address and phone number, and you offer an easy opt-out (unsubscribe) link, then you’re not in violation of the CAN-SPAM Act of 2003.

The following tips will give you points to consider if you’re going to implement an email marketing campaign for your law firm (and why wouldn’t you)? Email marketing offers the highest ROI when compared to other elements of a digital marketing strategy.

Build your list

The success of your email campaign will only be as effective as the list you’re using. If you have a great email list of prospects that fit your ideal client’s criteria (e.g. age, occupation, income, education levels, zip codes), or have a source that will provide a list like this, then you’re set. If you’re going to manage it, the ability to segment your list will be important if you’ll have different messages for various types of prospects.

Day and Time

It’s been proven time and again that the best day to send out emails is Tuesday. Wednesdays and Thursdays are OK, but steer clear of Mondays and Fridays. Studies have shown that just before lunch is the best time of the day to send out emails. The next best time is between 8 pm and midnight. That’s because people like to check their inbox prior to hitting the hay.

Mobile Optimized

Well over 50% of people read emails on mobile devices, such as smart phones and tablets. So, if your email campaign isn’t mobile optimized, a large chunk of your audience may scroll right past your message.

Don’t Sell, Nurture

Email campaigns are for lead nurturing, and the best way to accomplish this is by educating readers on a topic they can use, either now or down the road. If you have a newsletter or blog, an email campaign promoting them is one of the best ways to nurture the relationship. Just ensure that the sign-up form is simple, short and intuitive. If they have to do work or think too much, you’ll lose them.

If readers sense that they’re being sold to, you can forget about nurturing the relationship. If you’re worried people will consider your email marketing campaign as nothing more than spam, don’t sell─ever!

Always offer a simple opt-out

As mentioned earlier, failing to offer an “unsubscribe” feature is against the law. But don’t bury the opt-out feature in 2-point type in some hard-to-find nook or cranny of the email. You wouldn’t like this and the recipients of your emails won’t either.

LAW FIRM PRACTICE AREAS WE OFFER LEGAL EMAIL MARKETING SERVICES FOR

Bankruptcy

Business Law

Business Litigation

Child Custody

Civil Litigation

Corporate Law

Criminal Law

Divorce

DUI/DWI

Estate Planning

Family Law

General Practice

Health Care

Immigration

Labor and Employment

Landlord and Tenant Law

Slander and Defamation
Medical Malpractice

Medicare and Medicaid

Personal Injury

Real Estate

Social Security Disability

Wills and Probate

Workers Compensation

For more information about email marketing for attorneys, contact the digital marketing experts at Accelerate Online Marketing. We specialize in helping law firms get the most out of their digital marketing strategy.

In online spaces, visuals are king. It’s a show not tell world where consumers are all but eschewing words in favor of graphics. Be it videos, photos or emojis, the demand is clear. When communicating marketing messages, best to use visual stories with limited text, if not in lieu it entirely.

That is unless you’re using it as a highlights reel for your Facebook content. Digiday estimates that 85% of videos are watched without sound, so a subtitle or two is key.

Want to capture the fleeting attention of your target audience and expand your reach? These Instagram stats help demonstrate why effective online marketing campaigns are heavy on the visuals.

IG User and Engagement Statistics  

600 million Instagrammers can’t be wrong. Users on the photo and video sharing platform now outnumber both twitter and snapchat, and show no signs of slowing. ‘Grammers are a loyal group who make a daily practice of engaging with visual content.

https://media.giphy.com/media/1TuxNvyouZnI4/giphy.gif

Here’s a numerical look at why businesses are capitalizing on video marketing’s impressive reach.

1. 400 million Instagram users are active every day, posting a mind-bending 95 million photos daily.
2. Each month, users search “Instagram” more than 16,600,000 times on Google.
3. The ‘Gram has grown from 1.6 million registered businesses to more than15 million business profiles in less than a year.
4. As of 2017, more than 7% of US businesses are active on Instagram.
5. Instagram released data that showed80% of its users follow at least one brand on IG.
6. They also found that 30% of Instagram followershave made a direct purchase based on a post they saw on Instagram.
7. Instagram online advertising has jumped to 1 million since 2016.
8. Users of newer features like Instagram Stories already top 250 million daily, beating out competitors like Snapchat.
9. Posts with faces tend to garner 38% more engagement than those without.
10. Emojis are featured in more than half of all IG captions and comments.

How Visuals can Improve your Brand Strategy

The best branding strategies engage our sense of sight. And for good reason.

Research shows the brain can process visual information 60,000 times faster than even a small block of text.

Perhaps that’s why the same study revealed that 46% of surveyed participants view web design as the primary indicator that a company is credible. What does that say to us? When the images are high quality they change the way your buyers see and engage with your brand or product.

Ultimately, as our fleeting attention darts from one task and platform to the next, it’s starting to feel like visual content is the only marketing tactic with staying power.

Want some help harnessing the potential of visual content marketing? We’re ready to blast off when you are.

All of us have an inner child. It’s practically guaranteed that he or she loves Halloween. Appealing to them in the workplace may sound counterintuitive at first, but in truth it can be a great way to motivate your team.

Whether you’re a digital marketing agency or paper company creating a teamwork-centric office culture, improving company morale can reduce employee turnover and lead to increased productivity. It’s the last two months of the year, so no time like the present.

Looking for some fun ways to celebrate Halloween at work? Think of these office place Halloween activities less like workday distractions and more like motivational team building techniques.

Encourage Costumes

Work appropriate Halloween costumes give you a look at the man behind (or in this case, inside) the mask. Meaning, seeing an employee’s interests expressed through costume gives you valuable insight into who they are outside the cubicle. It’s a natural conversation starter that can lead to deeper ties among team members and senior staff alike.

It can also lessen the divide between upper management and the rest of the team. Costumes are a great equalizer. In seeing executives and directors dressed up and mingling they may become more relatable. Really isn’t any small departure from “intimidating” a good thing?

Invite the Fam

In some cases, employees spend more hours of the day at the office than they do with their families. An office Halloween party is a great opportunity to include your employee’s loved ones. It gives them a chance to see where and how mom and dad spend their days. It also allows entire families to bond and strengthen relationships internally.

Whether you invite the kids to trick or treat around the office or have a special Halloween cookie decorating party just for the little ones, extending the invitation to family is always a great idea.

Schedule a Volunteer day

Research shows that millennials are especially keen on, and motivated by, purpose. In fact, a millennial impact report published by Forbes says as many as, “81% of Millennial employees wanted to participate in company-wide volunteer days.”

The same study showed some correlation between employee retention and participation in purpose-oriented causes.

Being as close as it is to the holidays, the Halloween season is the ideal time of year to give back to communities in need. Try inviting special needs children to trick or treat in your office, visiting with the elderly for a day, or leading a collection effort.

Whichever you choose, don’t hesitate to put the extra energy to good use on Halloween. It’s also an easy way to improve your reputation management goals!

Celebrate with a Contest

There are no shortage of games or friendly Halloween contests you can host in the workplace. Bonus points if you can divide the entire team by department or into smaller groups. It’ll help facilitate the team building.

Some popular office Halloween activities include:

• Departmental cubicle decorating contest
• Guessing game of how many candy corns are in a container
• Department-wide pumpkin carving contest
• Best costume contest awards like (best homemade, scariest, funniest, most realistic)

Ultimately, work Halloween festivities are great office energizers. Done right, they can bring your team closer together and give everyone a chance to have a scary good time before killing your sales goals in Q4.

Experience the endless rhythm of conscious at Oak Cliff artist’s November Gallery 550 opening

Event: Wednesday, November 1, 6:30-9pm

Location: Globe Runner, Gallery 550, 16415 Addison Rd #550, Addison, TX 75001

Artist: Gary Perrone

For a few years, the walls at Globe Runner, a Dallas-based digital marketing agency, have been a haven for art. Next week, they’re hosting a come-and-go cocktail party and art opening featuring Oak Cliff-based artist, Gary Perrone.

The event is part of a quarterly initiative to make a positive contribution to Addison’s community and culture.

Perrone’s exhibit started with one idea: to give shape to the artist’s inner thought processes, transferring the visual noise within his mind to canvas.

Perrone has been creating fine art since 2001. For the last few years he’s been grappling with questions like, what do thoughts look like and how can they be rendered visually? He uses his internal mindscape as his muse, paying close attention to how creativity moves through his awareness. His paintings, referred to as Subroutines, attempt to capture the endless rhythm of thought, otherwise known as the “white noise” of the greater consciousness.

“The concept for my paintings is based on the idea that thoughts, indiscernible to the naked eye, can be represented visually,” says Perrone. “I see mental subroutines as having rhythm and chaos and color; they are omnipresent layers that can obscure the true nature of things. A certain kind of order emerges as thoughts materialize on the canvas, which I believe reveals the innermost self.”

The event is free and open to the public. RSVP to the November 1 event here.

About Globe Runner

Globe Runner is an Addison, Texas-based agency that specializes in branding, digital marketing, search engine optimization(SEO) and advertising. It has over 60 local, national and international B2C and B2B clients in consumer-packaged goods (CPG), beauty, credit repair, fashion, healthcare, home and interiors, jewelry, legal services and sports. Globe Runner sits on the boards of the Dallas Fort Worth Search Engine Marketing Association (DFWSEM) and the Social Media Club of Dallas (SMC Dallas). The agency’s staff and work have been featured in the Wall Street Journal, Forbes and Adweek.

About Gary Perrone

Perrone, an Oak Cliff resident, became a disciple of graphic design upon obtaining a BFA from the University of Hartford/Hartford Art School in 1983. Since then he has been a designer and creative director in both New York City and Dallas and is currently a full-time artist in Dallas.

Facebook Advertising for Law Firms

Gone are the days when Facebook was primarily used for reconnecting with old friends. Now it’s far more than that, especially in the business world. Facebook is projected to earn close to $30 billion in advertising revenue in 2017. There’s a reason for this extraordinary revenue growth ─it works very well.

According to Attorney at Work’s recent Social Media Marketing Survey, eighty percent (80%) of attorneys use Facebook on a regular basis. Forty percent (40%) utilize social media advertising, and half of those use Facebook Ads.

Unlike Google Ads, Facebook advertising allows law firms to target their prospects with more pinpoint precision. As a result of this better targeting, Facebook advertising often results in a lower cost per click (CPC) and better ROI. Like Google Ads, Facebook paid advertising is auction-based.

Following are the four (4) basic elements involved in creating a Facebook paid advertising campaign for your law firm.

In Facebook, you can create an advertising campaign by selecting “Create Ads” from the dropdown menu in the upper right of the home page. From there, you’ll have the opportunity to select the campaign’s objective from a provided list of options. For instance, some attorneys with a specific niche seek to build a following (objective: likes) that they can then send their own unique content throughout the month. Others would rather drive clicks on a landing page (objective: traffic) and others might want to build a following for their business page (objective: likes).

Here’s where you can pinpoint your ideal target client. You can select locations, ages, interests and a host of other criteria. There are dozens of options for selecting your ideal target audience. For instance, a firm with that specializes in employment law can target those that work in human resources departments. Once you select your target audience, Facebook will list the potential reach based on these demographics.

3. Choose Budget and Bid Strategy

Simply enter the maximum dollar amount that you’d like to spend in a day or over a period of time. Also, you can select when you’d like the advertisement to begin and end. You may set your own bid or select automatic bidding. There are a few other choices to make, such as paying per impression or paying per click.

4. Create Your Ad

After you’ve selected your target market and have set your budget and bid parameters, Facebook helps you create your advertisement. After selecting one of the different formatting options, you can begin to upload pictures, images or a slide show. You’ll also need to enter your advertisement’s headline, your firm’s URL, and any text to be included in the advertisement.

LAW FIRM PRACTICE AREAS WE OFFER LEGAL FACEBOOK ADVERTISING SERVICES FOR

Business Law

Business Litigation

Child Custody

Civil Litigation

Corporate Law

Criminal Law

Estate Planning

Family Law

General Practice

Health Care

Immigration

Labor and Employment

Landlord and Tenant Law

Medical Malpractice

Medicare and Medicaid

Personal Injury

Real Estate

Social Security Disability

Wills and Probate

Workers Compensation

These four basic elements of a Facebook paid advertising campaign just scratch the surface, but they will get you headed in the right direction. If you’d like assistance with Facebook advertising for your law firm, contact Accelerate Online Marketing at (877) 676-2010. We specialize in helping law firms get the most out of their Facebook paid advertising dollars.