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Snapchat Grabs the Biggest Cluster of College Users

Making Facebook Look Like Old School

A new study conducted by the marketing firm Sumpto, who specialize in connecting brands with college students, says the photo messaging social media app Snapchat has snagged a huge chunk of the college market – 70% of college students “ use the app one or more times a day”. They’ve done this in spite of the fact that Facebook has introduced its own form of the offering (Slingshot), albeit with a lukewarm reception.   Only 2% of this same audience says they have downloaded Slingshot. Snapchat touted in May of this year that its users were dispatching 700 million photos and videos daily and that Snapchat Stories were being read 500 million times a day. The app firm turned down two multi-billion dollar buyout offers – one from Facebook, one from Google.

(Let’s also put this out there in the “Huh. That’s interesting…” bucket – Snapchat was started on a college campus by two savvy students. A third student was also involved and has sued the other two for stealing what he sees as mainly his idea. Sound familiar?)

So why is Snapchat the newest BMOC (look it up)? The study and other reports point to a few reasons for the app’s popularity. User’s think:

  • Snapchat offers a more security (because the media you send disappears after a very short time from both the user’s device and Snapchat’s servers, but we all know this could be false sense of security…)

  • Snapchat functionality lowers the risk of an automated mass-sharing

  • Snapchat  is more spontaneous. (the main use for Snapchat seems to be for posting funny/silly stuff.  Slightly over 59% said that’s what they use it for.)

  • Snapchat  is foot-print free (digitally speaking)

Outside of this sort of thought-provoking info about a battle between a David and a Goliath app, what does this mean in the business world?  Here’s the thing. Snapchat seems to be gearing up for something big – investment-wise. They just agreed to sell a bunch of shares of itself. And Snapchat is playing with new features  directed at brands and events. So what? Because, even if the reality is that Facebook is still the number one social media engine and isn’t going anywhere, if your demographic target is college students, you better sit up straight and pay attention to this app.

At Steelsmith Group we pay attention – to website design, CRM implementation, SEO, digital marketing, local SEO, video marketing, social media marketing, email marketing and content management. We do this for our clients to provide them with the best of the best marketing. We do this if they are here in our beloved San Diego or across the nation.  Give us a chance to earn an A+ from you. Reach out to us today.


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Digital Marketers Click up the Clever Meter to Compete

Accenture recently conducted a survey of over 580 senior marketing leaders that predicted digital marketing will account for over 75% of marketing budgets globally by 2019. Those surveyed identified analytics, digital and mobile as the dominant drivers of this shift. But this surge will require a definite change in how dollars are currently invested in digital – and how to make the most of those dollars.

“Digital is changing the world and chief marketing officers know it. They are embracing digital channels with fervor, but it’s time to do more,” the Accenture report stated.

The firm added: “The reward for customers and marketers alike becomes relevant and seamless experiences, from brand promise through brand delivery.”

All this means that early, successful adopters of digital marketing are finding they can no longer count on owning the channel. (Heck, pretty soon the word ‘digital’ will just be dropped and marketing will mean mostly digital.)  They are stepping up their game across the planet and we are enjoying some of the inventive, funny and moving digital results. Companies are pulling out all the stops and using a wonderful mix of digital tools – pithy web content tied to interactive video, streamed to social media sites, that  gather impressive, viral responses from their audiences. And every great campaign is factoring in the human element too.

Just a taste of some of the fresh examples:

1. On Canada Day, celebrated a few weeks ago, Molson Canadian launched a wow of a video ad campaign. They placed unusual Molson Canadian beer fridges in targeted areas around the country. Thirsty Canadians could reach in and get free beers – but only if they correctly sang “O Canada” all the way through with no mistakes. The highly entertaining results were posted on the Molson website, social media sites and on TV.

2. In Russia, IKEA developed an ‘Instagram Catalogue Website’ to showcase a wide range of their products. In just a few days it garnered 15,000 followers. The kicker is how it works. Check it out.

3. Volkswagen found a stunning way to underscore the danger of stupid mobile use while driving. At a movie theatre Beijing, they showed the typical driver’s view “car driving down a road” ad with a heart stopping twist. At a planned moment in the ad, a nearby mobile broadcasting device pushes a SMS message to all cellphones in the theatre. As people look down at their phone to see the message, the car on the screen loses control and crashes into a tree. The clear message? Look how fatally distracting texting and driving can be. Posted on Youtube, the ad has had a huge numbers of viewers.

4. And finally, to illustrate unintentional marketing success, there is a very recent amateur video that uses digital, hitech and patriotism to go viral. It  shows what you get when you fly a Phantom quadcopter, equipped with a GoPro camera, through a 4th of July fireworks display. Set to Andrea Bocelli singing “Con Te Partiro”, the video is just beautiful. Though the video really pushes what’s legal and what’s not, it’s still worth viewing on Youtube. The jury is still out on what it will do for Phantom or GoPro sales…

What is clear to us at the Steelsmith Group is that this forecasted growth of digital marketing is real. So we are here to create all aspects of your integrated marketing plan with a strong focus on the digital component. We know video, social media, content management, email marketing, overall marketing campaign management and – to keep things running smoothly – CRM. So start preparing for the digital marketing deluge by contacting Steelsmith Group now. We call San Diego home, but we work with clients across the USA. We’ll get you in the swim – and winning!




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Hashtag Your Way to These Social Media Day Shindigs in June

Flex those digits! The annual Global Social Media Day is coming up on June 30 and it was started in 2010 by Mashable “as a way to recognize the digital revolution happening right before our eyes”. This year there will be events all around the world designed to help us revel in the wonders of social media and celebrate its astounding growth. After all, the difference social media and digital innovation have made in all our lives (whether you are a fan or a foe) has been stunning.

Because it is a global party, Mashable emphasizes, “You can participate in a variety of ways — from connecting with other users via social media by using the hashtag #SMDay, to meeting with people in real life.”

In the United States there are 5 cities where you can go in person to network and to join in the general hullabaloo, including a happening planned for right here in San Diego. We’ll go into a little more detail about the party in SD, but first, here’s a quick list of other cities, dates and venues.


  • When: June 29, 2014 from 11 a.m. to 5 p.m. ET

Where: Arsht Center for the Performing Arts, 1300 Biscayne Blvd, Miami, FL 33132

Official site:


When: June 26, 2014 from 6 p.m. to 10 p.m. ET

Where: Tongue & Groove, 2420 Piedmont Road, Atlanta, GA 30324

Official site:

Las Vegas

When: June 30, 2014 from 10 p.m. to 4 a.m. PT

Where: XS Nightclub, 3121 S Las Vegas Blvd, Las Vegas, NV 89109

Official site:

New York

When: June 29, 2014 from 4 p.m. to 8 p.m. ET

Where: The Royal Palms Shuffleboard Club, 514 Union St, Brooklyn, NY 11215

Mashable is hosting the event in NYC. To get the complete run down about all the details visit Mashable’s official site for the event.

And last, but by NO means least (drum roll please…)

San Diego

When: June 30, 2014 from 10 a.m. to 7 p.m. PT

Where: Marriott Marquis & Marina, 333 W Harbor Dr, San Diego, CA 92101

Official site:

Check out the SD site to get all the skinny on the event, but here’s a quick pull —

“Our Speaker Series is packed with superb speakers on vital social media topics, including Facebook, Instagram, LinkedIn, Vine, podcasting, and more. Check-in begins at 8:30am and the speaker sessions will begin at 10:00am sharp! The Social Media Day Networking Party will be an awesome networking event at the beautiful Marina Kitchen inside the Marriott Marquis San Diego Marina, featuring food & drink samples, cool social media inspired contests, photo opportunities, and of course NETWORKING with tons of others passionate about social media.”

San Diego’s Social Media Day is co-hosted and planned by some of the city’s top businessmen and produced by Casual Fridays. It’s going to be a blast! BUT – you have to register for events so go do that now! And there are some costs.

But if you can’t make it anywhere in person, you can still join the movement by:

  • Signing up to attend or organize your own event on the Mashable Meetup Everywhere page.

  • Using the #smday hashtag on Twitter, Instagram, Google+ and any other social network of your choice.

At Steelsmith, we get all things social media, digital marketing, content marketing, SEO, local SEO, CRM, email marketing and online marketing, so we are ready to make some noise about Social Media Day! We are ready to tell your story across the internet using the latest technology and techniques to attract and nurture your prospects, engage your customers and position your company as an industry leader. Give us a call. We’re right here in San Diego. We’ll make it all happen for you.


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7 Solid Strategies for Local SEO

Most businesses, especially small businesses, need revenue from their target local customers to be successful. In the not so distant past, these same businesses spent most of their precious marketing dollars on advertising – newspaper ads, flyers, and coupons. While some of these traditional local marketing ideas still have some value, it’s best to use the pull of the internet to grab customers, using your website and SEO – especially local SEO.

Here are 7 local SEO strategies you can do right now to make sure you are telling search engines where you sit, what you sell and who your target customers are.

1. Set up a Google+ page.

Google+ and Google Places have merged, so you only need to a Google+ page. And it doesn’t have to be a business account for g+. It can be personal one whose owner will be the manager for the page. By listing your business with Google+/Google Places, your company will not only rank more highly in search results pages but the search results page will also show a map and contact details and it can even include other information like photos and customer reviews.

2. Get listed in relevant and regionalised directories.

You can start by exploring those available through local associations, industry associations and your chamber’s website. You can also look here: and find free directories, niche directories, regional directories, US directories, Canadian directories and directories in the UK.

3. Optimize your website and your Google+/Google Places listings for localized, relevant and highly searched words & phrases.

How do you describe your business? How do competitors describe their business? What pops us first when you google your product? What words define your city or local area? Okay – – use those words.

4. Optimize the content on your website for mobile.

Bottom line – if you’re not making it easy for mobile users to call you, you’re losing business. Studies show that more than two-thirds of smartphone users say using “click to call” is a hugely important part of any purchase process and that they use the “call” button in Google search results. So make sure your potential – and current – customers can reach you quickly via their mobile. Because if they can’t, they will jump right to your competitor.

5. Select the right categories for Google+/Google Places.

Google has been around for awhile and they have over 10 years of data gathered from searchers. This data tells them what kind of queries are most connected to what kind of products or services. It is critical that you use the right categories in your Google+ listing. To give an example, when a person is searching for a spa, they are probably looking for a long list of services that you can get at a spa. So make sure you think about all the ways people may be looking for you. And if you choose wisely in Google Places, your business will be among those qualified to get a spot in the local pack of organic results.

6. Check into to “Google My Business”.

Just this past few week, Google launched “Google My Business”. It is a new free tool available at The name says what it is – a way for small business to reach out to and connect with their customers. The tool puts all Google services of use to businesses in one area.

Here’s what Google says you can do with the tool:

  • “Update your business info on Search, Maps, and Google+ to make it easy for customers to get in touch.”

  • “Add beautiful photos of your business and a virtual tour of your business interior to help customers see what makes your business unique.”

  • “Connect directly with your fans and customers by sharing news, events, and other important updates from your Google+ page.”

  • “Stay on top of reviews from across the Web, and respond to Google reviews.”

  • “Understand how people find and interact with your business using custom insights and integration with AdWords Express.”

7. Encourage customers to review your business through Google+/Google Places – and get citations.

Consumers put a whole lot of faith in online reviews of businesses. In fact, over two-thirds of them say that they put as much stock in an online review as they do a personal recommendation. But keep your reviews short and current.

Here is the 411 on citations, from BloggingPro – “Citations are where your company name, address and telephone number appear on a website, and you will want to get as many of these as possible. Make sure that the information that appears on other websites is exactly the same as the information on your Google Places and Google+ Business pages, and these will help in the optimisation process.”

One final suggestion for SEO success – Reach out to us here at Steelsmith Group. We have deep search engine ranking expertise and a proven track record of producing outstanding results for our San Diego clients. We know exactly how the Google algorithm works and we only use the SEO strategies and techniques that get Google’s heart palpitating. Plus we can help you with CRM and all aspects of online marketing strategy and implementation.


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Can You Answer Questions About Your Content Marketing Strategy?

“Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract, engage, and acquire a clearly defined audience – with the objective of driving profitable customer action.” – CMI

Recently, the CMI (Content Marketing Institute) Executive Forum was held in San Francisco. The forum was attended by Content Marketing execs from many leading B2B and B2C brands. They all came to talk about their craft, its long and short term outlook and its pain points. They also did a groupthink on what best first steps to take and what questions to answer when building a great content marketing strategy.

Some of the questions they came up with look deceptively easy to answer. But they aren’t – because content marketing is a subtle science, not a barnstorming one. The purpose behind content marketing is to shift or heighten consumer behavior towards your product or service. How? By getting your brand and/or company stamped as valid, knowledgeable and a leader in your field. And here is the trickiest part – – – it works best when others are sharing your message instead of you.

So here is a sampling of the questions CM leaders say you need to answer as you start to noodle around your content marketing strategy.

  1. What are your content marketing objectives (and have you written them down yet)?
  2. How does your content marketing strategy impact your company’s overall business vision?
  3. Does your content help its audience members achieve excellence at what they do?

There are more questions, so take a look at the CMI article that gives you a complete list plus some great associated food for thought.

And remember, at Steelsmith Group, our capabilities are unsurpassed when it comes to content management, SEO, CRM, email marketing, and all facets of digital marketing. Our multi-faceted approach tells your story across the internet, using the latest technology and techniques to attract and nurture your prospects, engage your customers and position your company as an industry leader. Give us a call today and let’s get started.

Read more:

video marketing firm san diego seattle

Videos – The Unsung Hero of SEO

A great way to really draw in and connect with your website’s visitors – and hold their attention longer- is through an exceptional video. Everyone loves a good online video. (How many have you watched so far this week?) Data shows that your conversion rate will jump when you use video as one of your online marketing tools. No matter who your target market is, they will respond to videos. Videos have cross-demographic and cross-generational appeal. It is a pretty affordable tool too.

So it should be a no-brainer to make video part of your SEO playlist. Need more convincing? Okay. With video you can –

  • Announce who you are and what you offer to your target audience – and even the competition.

  • Design and present a concise and clear demo of a few of your services and products by underscoring the benefits.

  • Throw a spotlight on your company’s position as a thought leader and expert in your field.

  • Provide your viewers with a learning experience about your product, your industry or any topic relevant to them.

  • Give your business a real personality and star power.

Over and above all else, the objective of a ROI-rich online video presence is to command first page results by combining smart Video SEO strategies with smart traditional SEO techniques. As a company that totally gets all things digital marketing – including SEO, CRM, email marketing, social media strategy, content management AND online video – Steelsmith Group can partner with you to design and produce captivating, edifying and keyword optimized videos that harness the power of this potent SEO tool. We will show you how your videos can deliver real value to your visitors along with a superb viewing experience.

To get you thinking, we found a great article on Search Engine Watch that gives some valuable tips on getting your videos a 5 star rating that will move the SEO needle in the right direction.

Read it, and then give us a shout!:


Five SEO Techniques to Trash

Before Steelsmith Group sits down with a client in San Diego to talk to them about any facet of internet marketing – SEO, PPC, Social Media, Email Marketing, Content Marketing or CRM Services – we make sure we do our homework on not only their company, but also the trends and best practices for each facet.

These days you have to be especially careful about how you do your SEO. What used to work yesterday may be a big no-no today.  So if you want to avoid getting your hand slapped, and getting your site penalized, listen up.

According to analytics guru, Neil Patel, as posted in his Quicksprout blog, there are 5 SEO techniques that you must kiss goodbye if you want to win at the SEO game. (Patel notes that what works or doesn’t work can be a day-to-day proposition and underscores that these 5 bad practices are bad as it stands today.)

The first technique is “Spammy Guest Blogging”. Many folks use guest bloggers to pull traffic to their site. But the trick is to be selective and smart. As Patel points out , “There is legitimate guest blogging, and then there is spammy guest blogging.” A few hints: The guest post has to be relevant to your site’s theme and it must be well-written with high level content. And try to not use optimized anchors.

And that’s the second technique you’ll want to kick to the curb – Optimized Anchors. People use optimized anchors that contain keywords for which they want to rank, but Patel says you’re just asking for a penalty when you use them today. His suggested reading on the topic includes Google’s “Link Scheme” document. Plopping anchor text willy-nilly can get you in big trouble. But some optimized anchor types are still on the ‘okay’ list – like naked URLs, branded URLs and carefully constructed long phrases.

The third technique to tip into the bucket is Quantity of Links Over Quality. The belief that more is more when it comes to the number of backlinks your site gets is so wrong. Yes, you can purchase backlinks quickly for not a whole lot of money, but be careful! The site that links may be penalized or it may have a low Domain Authority (DA). If you receive a huge bunch of links in a short time that raises a red flag too.

There’s a fourth taboo technique that points out that too much of a good thing is not a good thing – Keyword Heavy Content. This surfaced early and often as the easiest – and laziest – SEO practice. But this too has had the kibosh put on it. This is how Google defines keyword stuffing: “Keyword stuffing” refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in Google search results. Often these keywords appear in a list or group, or out of context (not as natural prose). Filling pages with keywords or numbers results in a negative user experience, and can harm your site’s ranking. Focus on creating useful, information-rich content that uses keywords appropriately and in context.”

The fifth SEO technique to boycott is Relying on Link-backs Instead of Content. Patel cautions that it is a delusion to think that “merely throwing a lot of links to a site will magically bring massive authority, high rankings, and tons of search traffic.”

Bottom line is that good SEO strategy is learning to combine a number of good techniques, never relying on just one. And good content trumps poor techniques all day long.


Meissner Jacquét New Website Announcements

Steelsmith Group is pleased to announce the launch of a newly recharged website developed for our leading commercial properties management client, Meissner Jacquét.  The website has a crisp new look that employs intuitive navigation, streamlined searching mechanisms, and logical flow.  It clearly outlines Meissner Jacquét’s expertise, services, and company profile. It also offers references, videos, trending industry best practices and acts as a business tool for the company’s clients by providing them access to timely, relevant articles, blogs and resources.

Located in San Diego, Meissner Jacquét offers premium commercial property management services to clients and their clients’ commercial real estate assets.  They manage the day to day operations of the facilities and quickly work out solutions to any property problems that arise. For over 22 years, an impressive list of clients have entrusted their valuable properties to Meissner Jacquét.

Steelsmith Group is a leading west coast digital marketing agency. We develop solutions using the full spectrum of digital marketing tools, technologies and on line musts. We deliver clients a holistic digital marketing plan and program tailored to both who they are and who they want to become.

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New Client Announcement: StemGenex

Welcome, StemGenex!

Steelsmith Group is pleased to announce the acquisition of a new client, StemGenex.

StemGenex is a vanguard organization offering stem cell therapy for those living with Alzheimer’s, autoimmune issues, COPD, cerebral palsy, MS, Parkinson’s disease, rheumatoid arthritis and debilitating sports injuries. StemGenex is dedicated to helping these patients suffering with a chronic disease or medical condition to access effective, advanced adult stem cell treatments so they can live life to the fullest degree possible. They also facilitate adult stem cell treatments for a variety of Sports related injuries, anti-aging and cosmetic enhancements. StemGenex has a mission to honor the dignity and worth of each person they serve and that person’s right to thrive in health and beauty and they fulfill that mission with compassion.

When we talked with StemGenex they were focused on their CRM needs and said they wanted a regenerated CRM solution – one that could help them maximize their client relationships, advance customer profitability, trim down cost of sales and boost marketing effectiveness. They also wanted to enhance their decision making with improved customer insight. After some consulting with the StemGenex team and studying of comparable systems, we recommended Salesforce as the right CRM solution for StemGenex.  Steelsmith will do the system setup, customization, integration and training for the CRM in lock step with the StemGenex team.

StemGenex hired Steelsmith for our CRM expertise that spans requirements analysis and solution design to implementation, training, and on-going support. They knew that we would swiftly engage with their team to implement a solution that absolutely meets their needs.

We at Steelsmith are very proud to be have been selected by StemGenex as their CRM agency and to be associated with such a sterling organization.
Please feel free to visit Stemgenex at to learn more.

New Client Announcement: Versa Cardio

We would like to officially welcome Versa Cardio into the Steelsmith Group family. Versa Cardio is a leading provider of cardiac monitoring and telemetry services. They send physicians and Healthcare facilities everything they need for cardiac testing, including equipment, supplies and reimbursement instructions.

We’re setting Versa Cardio up with Zoho CRM and Google Apps for Business, which integrate perfectly together. We’re also conducting one-on-one, intensive training for their sales staff on how to most efficiently use both the CRM and Google Apps.