[Press Release] Authority marketing key post-pandemic

FOR IMMEDIATE RELEASE Wed., July 14, 2021 Jonathan Lockwood jonathan@lookinla.com

Authority marketing key post-pandemic

LookinLA’s Ali Payani shares insights into harnessing data, digital and creative to expand companies as industry authorities

LOS ANGELES—Authority marketing is the key to post-pandemic long-term growth, says Ali Payani, co-founder and CEO of LookinLA. Payani isn’t your typical marketing professional. The Iranian, former national basketball player, chess champion and pianist, earned his bachelor’s degree in computer science and his master’s degree in IT management from the University of Wollongong.

“Powerful authority marketing is like alchemy, you are transforming data, science and art into transformative strategies and delivering solutions and results to expand a company and respond to consumers,” said Payani. “Post-pandemic, authority marketing is the only way to go.”

What is authority marketing? Authority marketing is research-backed marketing that transforms expanding companies into authorities in their markets. A distinguisher between LookinLA is its synergy of market research and expertise that leverages analytics to drive storytelling. This expertise harnesses data to provide insights to solve problems, fix bottlenecks and create impactful narratives.

“We believe authority is superior to influence and advertising, precision requires skillful expertise, and brand reputation is paramount to prosperity,” said Payani. “Our team has a no-compromise policy on growth and solution building. Adaptive strategies lead to successful solutions.”

Feasibility of solutions shouldn’t be constraining, though, feasibility should be expansive. To empower the spirit of their approach, LookinLA has partnered with Forrester, a leading global market research company that helps organizations exceed customer demands and excel with technology. 

LookinLA leverages Forrester’s capabilities to gain deeper insights on clients’ needs and market research. Paired with their arsenal of 15 research tools, LookinLA and its clients expanded during an unprecedented global pandemic, amid lockdowns and social unrest. LookinLA achieved over a 300% expansion and retained 100% of their client base, and even doubled in full-time staff.

“Precision growth strategies have tripled our clients’ key metrics and helped them adapt to the changing climate. From PeopleG2 to CaliforniaLightWorks, we provided the tools, creative and success to not only survive the pandemic, but to thrive during it, setting them up for post-pandemic success,” Payani said. “Not everyone can share that story, so we are here to help businesses rebuild post-pandemic too. Positioning your company as an industry authority is critical, we bring that from aspiration to reality.”


About LookinLA

LookinLA is a Los Angeles-based team of award-winning digital marketing experts that create comprehensive, customer-centric strategies that incorporate everything required to turn great businesses into industry authorities and leaders. The firm is introducing the Elotive framework to offer strategy and planning for companies looking to transform their marketing and align sales and marketing execution to the constant evolution in environment to a wider range of clients across industries. LookinLA is expanding its content and video production services by using the highest quality of motion graphic and animation.

About Ali Payani
Ali Payani, an Iranian immigrant, came to the U.S. after living in Dubai, to visit a conference and meet with other entrepreneurs and investors. He is a former national basketball player, chess champion and pianist and earned his bachelor’s degree in computer science and his master’s degree in IT management from the University of Wollongong. His work has been recognized internationally - and he is often invited to speak at conventions, teach workshops about business growth, leadership, digital marketing, computer security, and artificial intelligence.

Conversation Rate

How To Improve Your Conversion Rate With SEO

For years, business owners have struggled with one major question regarding their website:

Should they tailor their site design to satisfy the humans who visit it, or should they tailor it to satisfy the search engines that lead visitors there in the first place?

It’s not an easy choice to make. You need the search engines to love you in order for people to find your site. But you need humans to have an excellent experience on your website if you want those visits to turn into conversions.

Fortunately, there’s no longer much need to choose between SEO (search engine optimization) and CRO ( conversion rate optimization). In fact, the more sophisticated search engines become, the more SEO and CRO go hand-in-hand.

After all, search engines have one objective: to identify the web pages that will be most useful to the human beings searching for them. With advancements in technology, the bots are increasingly sensitive to the nuances of the user experience. They’re no longer just trolling for keywords (though keywords are still important!). Now search engines collect hundreds of clues to determine how informative, intuitive, and engaging your site is.

This means search engine optimization is also a stellar guideline for improving your conversion rate.

If you’re still just keyword-stuffing in an attempt to get more eyeballs, you’re a couple steps behind. The good news is that there are countless moves you can make that will boost your search engine rankings and inspire more conversion rate at the same time.

Here are some game-changers to start with.

Add Video Content

If you’ve been following our blog regularly, you know we love video. It’s such an incredible tool for raising brand awareness, inspiring a more personal brand-customer connection, educating users about your product or service, and ultimately boosting conversion rate.

Another great benefit of video is that search engines love it. They love it because they know people love it. Plus, video increases the duration of visits to your site. Generally speaking, you’re doing fairly well if people spend 30 seconds to 2 minutes on your site. If you can get above 2 minutes, you’re really rocking it, and the search engines notice.

And what’s one reliable way to get visitors to stick around that long? Providing something that will keep them engaged so they don’t go anywhere. It could be a longer video that’s deeply compelling, or it could be multiple short videos on the same page. It could even be a combination of video, infographics, and really killer content.

So video engages your visitors and gives you more credibility with search engines. But what about conversion rate? Well, here’s a fun fact:

77% of buyers say they’ve decided to purchase a product or service after watching an explainer video.

Video is an essential part of the strategy. And don’t feel intimidated if you’ve never tried video before. There are now tons of beginner-friendly video content tools like Animoto and Biteable to get you started.

Create Content with Real Value

On that note, it helps to make sure all your content has value to a human audience. Use a combination of written content, images, infographics, and video. Provide information that’s useful or ideas that are entertaining. Not only does this help increase your average duration of visits, but it’s also important to write for humans because the search engines scan for things like relevance and readability. Search engines love blog posts that are around 1,000 words or more. They prefer short, simple, easy to read sentences.

Frequent paragraph breaks are great, too.

Another idea worth considering is whether there is a way to create dynamic content for your website. Dynamic content is content that adapts depending on the locations, needs, and behaviors of the individual visitor. An example of dynamic content would be an ecommerce store featuring a banner advertising free shipping to the visitor’s specific state. Dynamic content also includes purchase suggestions we see so often on sites like Amazon.

Dynamic content is AI at its best. It helps search engines connect your site with people looking for the very specific goods and services you provide. And once those people find you thanks to stellar search engine rankings, they’ll see the specific answer to their specific pain point laid out in black and white. Boom. Conversion.

Focus on Long-Tail Keywords

While we’re on the topic of providing very specific solutions, let’s dig into long-tail keywords.

Long-tail keywords are those specific phrases Internet users search for. Rarely does a human being type “used cars” into the search box. They’re much more likely to search for “used cars in San Jose,” “pre-owned BMW in San Jose,” “how do you know you’re getting a good deal on a used car” . . . you get the idea.

People search for specific solutions, not a general theme. Which means the more you can tailor your content and keyword strategies to resolve a specific search request, the better your chances at getting on the first page of the search results. And, in turn, the likelier you are to get visitors who are actually looking for the very services you provide.

There are many keyword tools that can help you figure out what your prospective customers are looking for and which words they’re using to search. We recommend Google Keyword Planner and KW Finder.

Increase Site Speed

Nobody likes a draggy site. Human beings don’t have patience for it, and neither do the bots.

Optimizing your loading time is one of the simplest things you can do to boost your SEO and your CRO in one step. It’s one thing business owners all-too-frequently underestimate. But we’re willing to bet you’ve abandoned a website before because you just weren’t willing to wait for a sluggish page to load. You can assume your target audience would do the same.

If you’re not sure how well your site performs, speed-wise, run it through Google PageSpeed Insights. This should give you some idea of whether it’s time to look into kicking your speed up a notch.

Optimize for Mobile

How does your website perform on mobile devices? If it looks sloppy or is confusing to navigate, you’re losing yet another opportunity to tell the search engines your site has value.

You’re also losing customers. A lot of them. In fact, nearly 40% of all online purchases made during the 2018 holiday season were made on a mobile device.

If you’re not sure if your page is mobile friendly, run it through Google’s Mobile-Friendly Test. When you run this test, you get one of three results. Your site may deemed mobile friendly, end of story. You may learn that it’s mobile friendly, but there are some issues with loading a specific page or two. Or you’ll learn that you have some major issues to address. Fortunately, Google tells you exactly what they are so you can resolve them without too much guesswork.

This is by no means a comprehensive list. Modern search engines look at literally hundreds of details when weighing the value of your website. But the bottom line is that SEO is absolutely essential for your business . . . not just because it helps buyers find you, but because it shows you how to give buyers the best experience possible.

You should care what the search engines want, because the search engines want what humans want.

That said, we know improving your website’s SEO can be a sizeable and confusing undertaking. If there’s anything we can do to help, we’re always here and happy to talk to you. Drop us a line.

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