Archive for the ‘Uncategorized’ Category

As a SEO Organic Specialist, which sounds more like a Whole Foods distributor than a digital marketer, you never know where or when you will get your next link. This was the case for this SEO professional after meeting Michael “Sugar” Ray Richardson – a former NBA All-Star – at a cocktail party for an at-risk children’s basketball camp. One of the sponsors, Inspirations for Youth and Families, is the company where I work in the digital marketing department.

ImageThis SEO specialist drove nearly 200 miles for the mere chance of securing an inbound link

To give you the 411 on Michael Ray – at the peak of his glorious playing days in the late 70’s and 80’s – he appeared to be a shoe-in to enter the NBA Hall-of-Fame. Unfortunately, he hit a dead end and started abusing drugs. In 1986, Richardson was banned from the NBA for failing his third drug test – which is also referred to as the death sentence. On his downward spiral, he would often disappear for days from his NBA team, the New Jersey Nets.

Fast-forward to June, 2014, when a SEO guy thought he scored the best link of his digital marketing career by convincing Michael Ray to be interviewed for a guest blog post in a prominent and high authority online basketball publication. An interview time, date, and location was established between the SEO practitioner and Richardson.


The link deal would go down at 9 a.m. at the Double Tree Hotel in Palm Beach Gardens. Florida. Despite the fact that it was almost a two-hour drive from the initial destination in downtown Miami and fell on a beautiful South Florida summer day; there was no doubt that this interview and potential link was a no-brainer for the journey-man link-builder.

Well upon arrival to Palm Beach Gardens, firm plans started becoming murky. And murky plans turned into plan B’s and then C’s. The final result was another disappearing act from the master – Michael “Sugar Ray” Richardson – ala 1986.

ImageMichael Ray Richardson (left) and Scott Brand (right) Apparently, I was not number one on his list for an interview

When it was all said and done, the link builder retreated in defeat and went back home southbound on I95 to Miami. While feeling disappointed, when asked if the opportunity presented itself one more time, he un-hesitantly replied that he would do the same thing all over again.

About Scott Brand

ImageScott Brand is a digital marketer – specializing in Search Engine Optimization (SEO) – for both teen and adult alcohol and drug rehabs. He has been published in a number of noted publications including Slam Magazine and Social Media Today. Scott holds the following certifications: PMP®, Online Marketing, PPC, SEO, and Web Analytics. He is currently working on a book entitled Triple Threat which instructs project managers on how to integrate social media and digital marketing into their project for optimization.


Company Spotlight: Inspirations for Youth and Familes

Company Spotlight: Inspirations for Youth and Familes

Inspirations for Youth and Families, otherwise known as Inspirations Teen Rehab, is a nationally-renowned adolescent substance abuse and addiction treatment centre for teens ages 13 to 18. Troubled teenagers come to Inspirations to learn the skills necessary to restore direction in their lives

Inspirations carry out a range of marketing, but until recently have had little visibility of the success of each individual channel or campaign until they started using ResponseTap in August of 2013.

Inspirations capture

Why use ResponseTap?

“We have had little to no analytics at the keyword or campaign level for some time until we brought in an integral member of our digital team, Rick Maggio, who contracted ResponseTap within his first week,” stated Scott Brand, from the Inspirations for Youth and Families marketing department  “We were looking to tighten up our marketing and with ResponseTap’s call tracking, integrated with Google Analytics, we were able to accurately attribute all conversions to the campaign and keyword they originated from.”  

How has ResponseTap helped you?

Overall we’ve managed to gain much greater visibility of how our marketing is performing.  One problem we have had in the past is that we have been carrying out a lot of display advertising, which we were not able to measure the results of.  By using web analytics alongside call tracking, we quickly became aware that whilst our display advertising was driving traffic to our website it was not driving conversions.  Using this insight, we cut the amount of display advertising we carried out, which meant we were able to redistribute this marketing spend elsewhere.

 “We have managed to reduce our overall marketing spend by around half,” said Rick Maggio, director of Internet Marketing.  “We have increased efficiency with accurate attribution and distributing our marketing budget to the most effective channels, campaigns and keywords.”

How are you planning to use ResponseTap in the future?

We are looking to carry out a much more robust implementation in the future, utilising more call tracking and handling features, and integrations with Universal to gain greater visibility and make further efficiencies.

We will also continue to develop the use of call tracking technology on other websites within our company; Ocean Tides, such as the Cove Center for Recovery, an adult rehabilitation centre in South Florida.

Example of a promotion using synergy

Above is a mailer I received from Florida Blue which integrated: Social Media (QR Code) Promotion $15 gift card, Call-to-action(Download Florida Blue App that is supported by I Phone or Android Smart Phone Device) and finally cross promotion partners (Gift Cards from and Sports Authority.

If you want the biggest bang from your buck and the most exposure think of synergy by hitting the promotion on all cylinders for maximum exposure, results, and ROI.

Forgive me for the pun on the headline as my last name is Brand.

There is a fine line between “putting your business on the street,” or on Facebook and using more subtle tactics in your posts.

For example:

Good post:

Upload photo of something interesting i.e. cruise ship leaving the Port of Miami and post “A view from the “Magic City on the Bay,” condominium  (fictitious name to  protect the guilty).

Bad post:

Posting for the fifth time: “Working at “Magic City on the Bay.”

Don’t oversell. Facebook friends can smell any odor emanating from the hard sell. They need protein not  fast food.

Follow me on Twitter

Posted: June 1, 2011 in Uncategorized

twitter-follow @scottbrand=’wordpressdotcom’ show_screen_name=’no’

Just because you know how to use Twitter does not mean it is a fit for your business. For example, if you own a project management consultanting firm than perhaps publishing a blog portraying you as an expert is more beneficial than firing off Twitter bombs as they say.

Hello world!

Posted: March 10, 2011 in Uncategorized

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