Mediaboss Marketing

The euphoria around the Indian Premier League (IPL) is unmissable. In the previous edition, the league amassed over 450 million in TV reach in a short span of just two months. As an exciting season of TATA IPL begins with a new format, new teams and more matches, we spoke to Vineet Sharma Category Director for Sting and Mountain Dew at PepsiCo, on why Sting energy drink chose to associate as a broadcast sponsor.

Sharing his thoughts on this association, Sharma said the youth was at the core of their brand strategy and they always looked for innovative platforms to engage with them, and TATA IPL was the only platform that offered them a deeper connect with the youth.

Cricket is a unifying force that touches the hearts of millions of Indians and leveraging this passion is critical for us to be relevant to the consumers. Through Stings association, we want to take this opportunity to create awareness and spread Stings philosophy of can-do attitude to seize the day that resonates unequivocally with the youth and with the game, said Sharma.

He further added, Cricket truly reflects the Can-do energy which synchronizes with Stings proposition of electrifying each moment. Sting encourages consumers to always maximize each moment of their life with electrifying energy and our association with the much anticipated.

Over the years IPL on TV has managed to get the largest aggregation of audiences in India, including high viewership among youth. With the league this year having 74 matches as against 60 matches previously, and with seven out of ten franchises appointing young captains to represent the team, the resonance with youth is bound to cement further.

PepsiCos new brand Sting is aiming to leverage this. This is visible in the way Sharma talks about the rationale behind this association. Through this association, we aim to expand brand footprints to a broader and more diverse set of audiences. The association will help establish Stings brand proposition of energizing India and it also echoes with the electrifying thrill of the game, he explains. Not just the expanse in terms of footprint, IPL on broadcast also dominates ad attention with 1.6x higher attention than other content genres on TV as a result of the highly passionate nature of viewing.

The two new teams Gujarat Titans and Lucknow Super Giants are representing massive TV and consumer markets. The inclusion of these two teams have given a big boost to brands associating on broadcast. The state of UP and Gujarat have contributed to 17% of IPL viewership on TV in the past editions, and are among the top 5 consumer markets in India. With a dedicated IPL team now for each state, this engagement is bound to deliver higher numbers.

Sting currently enjoys considerable engagement and recall within the regional audiences, given its creative localized narratives and wide reach through the impetus on digital-forward communication approach. Both UP and Gujarat are key markets, this opportunity enables us to further expand our brand footprint and deepen engagement with the audience. We are confident that our campaign will resonate well with the audience, shared Sharma.

PepsiCo has historically leveraged sports globally as a vehicle to drive brand awareness and impact through Superbowl, Football Mega Events and Cricket. When asked how this long-term association with sports on TV has helped in brand building and brand recall, Sharma admitted that the sports genre delivered on scale and impact unlike other genres.

PepsiCo India has always innovated and communicated with consumers through the passion points relevant to them - cricket being one of the key passion points for todays generation. We have always had a quirky, tongue-in-cheek take on pop culture moments. Brands need to have the right mix to be able to communicate with their audiences with snackable content, and entertaining visuals. Mega platforms like cricket, Bollywood, etc fulfil this very requirement and help brands create impactful connect and strengthen engagement with consumers, he concluded.

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Why is TATA IPL association on broadcast a great proposition for energy drink brand Sting? - Exchange4Media

Two notable players in the crypto investing space are responding after a malicious actor gained access to customer data through internet marketing company HubSpot.

Among the over two dozen HubSpot clients affected was the crypto lending platform BlockFi, which took to Twitter to inform customers about the extent of the data breach and what users can do to protect their data.

HubSpot has confirmed that an unauthorized third-party gained access to certain BlockFi client data housed on their platform.

BlockFis internal systems and client funds are safeguarded and were not impacted. We can also confirm that BlockFi account passwords, government-issued ID numbers and social security numbers were never stored on HubSpot.

BlockFi encourages strong passwords and enabling two-factor authorization to protect against phishing and hacks.

Also impacted by the HubSpot data breach was Bitcoin (BTC) investing and savings platform Swan Bitcoin.

CEO Cory Klippsten also shared details about the situation via Twitter,saying,

A bad actor gained access to HubSpot data after a HubSpot employee account was compromised.

We use HubSpot for limited client communication and marketing data. We do not use HubSpot to store financial information, transactions, or other sensitive personal or financial information.

Your funds are safe. Your Bitcoin is not at risk. Swans systems were not compromised.

Customer information that was possibly exposed includes personal names, email addresses and phone numbers.

Klippsten also encourages customers to practice vigilance to safeguard their accounts and passwords from potential malicious interference.

Featured Image: Shutterstock/Maxim Marinkovskiy/Konstantin Faraktinov

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Hackers Access Client Data on Bitcoin (BTC) Investing Platforms Following Third-Party Breach - The Daily Hodl

Whether youre a personal injury attorney, a criminal defense lawyer, a family law office, or anything in between, you offer a valuable service to your clients and community. And while the demand for legal services is high, attracting new clients isnt always easy.

Competition in the market can make it difficult to stand out from other law firms. Legal marketing is often a pay to play game, and some tactics are more effective than others.

A recent legal marketing survey conducted by Justia asked law firms which marketing channels their firm used most in 2021. The results revealed:

78.2% of firms used a website to attract clients

58.2% used online directories to market their firm

43% used social media marketing

23% used paid Google Ads

3.6% invested in billboard marketing

7.3% ran print ads (as in newspapers or magazines)

5.5% utilized podcasts for marketing

These statistics show a strong preference for online marketing methods over traditional methods. This makes sense, as more and more clients are using the internet to find legal services.

Your law firms website is one of the most important assets your business has when it comes to attracting clients. Not only can it actually bring clients to your firm (via traffic), but the content on your website plays a crucial role in communicating what your firm is about and why clients should work with you.

A professional, interactive website puts your businesss best foot forward. At the same time, a high-performing website - one thats fast, user-friendly, and built for conversion - will be one of the most impactful marketing tools for your business.

Once you have a website, you want to make your website (and other marketing platforms) readily discoverable by potential clients.

For your website, this means implementing a good search engine optimization strategy to get your site found in Google Search. You should also launch a Google My Business profile in order to rank high in the local map pack.

The goal here is to be where your ideal clients are looking for services like yours - Google, Facebook, LinkedIn, etc. Submitting your business information to law firm directories (like Avvo or Findlaw), creating a business Facebook page, and posting videos on YouTube are a few ways to help users find your business.

Great content is the cornerstone of any successful law firm marketing strategy. Your content not only describes what your business is about but can actually work to attract more potential clients via social media, search engines, and other platforms.

Your law firm website should have descriptive, well-written web pages - including your homepage, about page, and services pages - and, ideally, informative blog articles. Use these opportunities to describe your services, answer common questions about your practice, provide valuable information, and tell website visitors how to reach you.

Here are some content best practices to follow:

Conduct SEO keyword research using tools like semrush.com to find web page and blog article ideas

Offer valuable and accurate information; either be the topic expert or hire a topic expert to write your content

Include internal links in your content to related pages or posts on your website

Use headings and subheadings to organize your content

Speak to the interests of your target audience; spend less time talking about you and more time talking about their needs

Experiment with different content types like videos, images, PDFs, and email marketing

SEO is a marketing method that involves optimizing your website to rank in search engines - namely, Google - and drive traffic back to your website. SEO is important for law firms because most potential clients are searching for lawyers and legal services on Google over any other platform.

There are 4 essentials to SEO for law firms: Technical SEO, Content Strategy, Link Building, and Local SEO. All of these components work together to make your website more crawlable (by search engine bots), indexable (by search engines), rankable (in the search results), and user-friendly.

Use SEO to attract new clients to your law firm - organically - and save money on paid marketing.

Social media marketing isnt a heavy hitter for the legal niche but it can still be valuable in building trust in your firm, earning reviews, and attracting clients. Platforms like Facebook, LinkedIn, and YouTube are great platforms for lawyers looking to increase their brand presence.

Every social media platform has its own strategy and it can take some time to figure out what works best for your particular audience. For example, some brands do well with Facebook posts or live videos, while others may drum up more attention with YouTube videos or LinkedIn articles.

Try to engage on at least one social platform to increase your law firms online presence. Ideally, choose a platform that allows you to earn client reviews so you can build trust with your new followers over time.

Paid advertising (e.g. Facebook Ads, Google Ads, and LinkedIn Ads) can be super effective for law firms looking to attract new clients quickly. Paid advertising is often best used alongside organic methods like SEO and social to ensure both long- and short-term gains.

But paid advertising for the legal niche can be expensive. In fact, lawyer and attorney are the two most expensive keywords on Bing Ads, costing over $100 per click!

With this in mind, its best to work with an ads pro who can set the right parameters for your ads, target the right keywords, and make the most of your advertising budget. A data-driven strategy is the best way to reach new clients without wasting your ad spend.

Lawyer directories like Justia, Lawyers.com, and Super Lawyers allow you to publish your law firm business information, making your law firm easier to find. Some directories even help with direct lead generation, by directing users to your website, contact form, or phone number.

Keep in mind that not all directories are created equal, though. Look for directories that seem to have a positive reputation and great website interface. Low tier directories can often be an invitation for link spam or spam traffic to your website.

Theres a saying that The best compliment to a business owner is a referral and this is especially true for lawyers. Nurturing positive relationships with your clients is one of the best ways to earn referral business.

After a contract ends, dont let the relationship run cold. Instead, first ask the client to leave you a review on Google My Business, Facebook, LinkedIn, or your directory platforms. Then, follow up with them on a quarterly basis or so, again thanking them for their business and keeping them up-to-date on any events or offers. This can help keep your law firm top of mind.

At the same time, legal industry events like meetups and conferences can be a smart way to earn referrals from other lawyers. Come ready with your business card and be prepared to start some conversations. Authentic professional relationships can drive leads to your firm for years to come.

Rattling off your accolades only goes so far in terms of building trust with your audience. What potential clients are really looking for is that you know your stuff, are able to communicate your expertise, and are conversational enough to offer a positive client-lawyer relationship.

This is where thought leadership content comes in. Use your blog, social media platforms, guest posting opportunities, speaking events, and more to provide expert-level content. This may be how-to content, case studies, informative guides, legal resources, or other types of content that provide value to your audience.

Great content speaks for itself. Theres no need to tell people you are the best when you are able to effectively communicate your knowledge and share your stuff.

Finally, all of the above marketing methods are fruitless if you dont close the deal. And before you do that, youll want to follow up with new leads in a timely manner. Every day that goes by without a response (to an email, form fill, or phone call) increases the chances you will lose that lead for good.

Make sure to train your team and employees to follow up with leads quickly. This may be through email, phone, or automated software. Your goal should be to follow up with leads within 30 minutes or less.

Next, follow your usual process to book that first potential client conversation. For most firms, this takes the form of a free consultation. After the call, follow up with the lead again thanking them for their time, sending them the contract (if applicable), and letting them know next steps.

Every law firms marketing strategy looks different based on the niche, audience, and market. The strategies above are general recommendations for attracting new clients but expect to put your own spin on this process based on what works for your ideal client audience.

My top recommendation would be to start with a single marketing strategy - ideally, SEO - and see it through so you can begin seeing results. Then, you can expand to new platforms and try new strategies. Master one client-generating method and youll be ready to win on multiple platforms.

Read more:
SEO, Social Media, Other Marketing Tactics for Lawyers and Firms - The National Law Review

Ms. Golden is the President and Chief Administrative Officer for The GBS Group, which she co-founded in 2005. The GBS Group is an engineering services firm with offices located in Virginia Beach, Washington D.C., Philadelphia, and San Diego and serves the U.S. Navy as well as the maritime, rail, and transportation industries. In her current role, she provides oversight for the finance, human resources, facilities, and information technology functions at The GBS Group, as well as insurance, security, and contracts. Ms. Golden has over 28 years of business and engineering experience and prior to The GBS Group, she was the President and CEO for Advanced Internet Marketing, Inc., an engineer for Fleet Technical Support Center, and a consultant for Deloitte & Touche Tax Technologies. Ms. Golden earned her Bachelor of Science in computer engineering from Old Dominion University, graduating Magna Cum Laude.

Ms. Golden has served on the Bank's Southside regional board for the last 5 years. She also currently serves on the boards of Samaritan House and Women Against Violence and is a graduate of the CIVIC Leadership Institute. In addition, she is a founding member of the board for Old Dominion University's Women's Initiative Network, a women student mentorship group.

"Sarah's technical knowledge and business management experience coupled with her dedication to Old Point and support of our community make her a valuable asset as a director and reflects our commitment to excellence. We proudly welcome her to the board for Old Point Financial Corporation and Old Point National Bank," said Robert Shuford, Jr., Chairman, President, and CEO for the Company and the Bank.

About Old Point

Old Point Financial Corporation (Nasdaq: OPOF) is the parent company of Old Point National Bank and Old Point Trust & Financial Services, N.A., which serve the Hampton Roads and Richmond regions of Virginia as well as operate a mortgage loan production office in Charlotte, North Carolina. Old Point National Bank is a locally owned and managed community bank which offers a wide range of financial services from checking, insurance, and mortgage products to comprehensive commercial services. Old Point Trust is the largest wealth management services provider headquartered in Hampton Roads, Virginia, offering local asset management by experienced professionals. Additional information about the company is available at oldpoint.com.

For more information, contact Laura Wright, Vice President/Marketing Director, at [emailprotected]or (757) 728-1743.

SOURCE Old Point Financial Corporation

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SARAH BOYCE GOLDEN APPOINTED TO OLD POINT BOARD OF DIRECTORS - PR Newswire

Organic Herbal ExtractsMarket: Overview

Organic ingredients provide different flavors and tests to people across the world. A variety of healthy minerals, carbohydrates, vitamins, and various other healthy ingredients are also provided by these organic herbal extracts. These characteristics make these organic products unique and special in the food and beverages industry. These features may further create growth opportunities in the organic herbal extracts market.

The dietary supplement manufacturers are also creating various demand opportunities in the organic herbal extracts market. These organic extracts may come in the form of spices, fragrances, flavors, essential oils, and some other forms. These extracts are commonly demanded in various pharmaceutical and food and beverages industries. The manufacturers of different food use a variety of organic herbal extracts as prominent ingredients in different food products. This extensive range of applications may create sales opportunities in the organic herbal extracts market.

Organic herbal extracts are extracted from spices, vegetables, plants, and different other herbs and plants. These sources of ingredients are cultivated with organic and natural treatment without the use of any chemicals. These natural extracts are essential ingredients in cosmetics, healthcare, pharmaceutical, food and beverages, and other industries.

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Organic Herbal ExtractsMarket: Key Trends

Clean label is gaining popularity with its evaluation and expansion with the entrance of younger generations in the workforce. The buying capacity of this generation is influencing trends in the market. Consumers choices for labels affect the aspects of product manufacturing and development. The clean label consumers want an understandable and short ingredient list on the product. The people ensure that the products used are safe and environment-friendly. So, the rapid shift for the buying of sustainably sourced and packaged products are creating sales opportunities in the organic herbal extracts market.

The consumers precarious nature has always been a key factor for the change in market dynamics. Modern customers are extremely health-conscious regarding the choice of different ingredients. This leads to an increased demand for products that contain organic herbal extracts. The absence of different genetically modified dairy, soy, gluten, and organisms extracts are cresting awareness among new consumers for natural products. These factors may lead to increased demand opportunities in the organic herbal extracts market.

Organic Herbal ExtractsMarket: Competitive Dynamics and Key Developments

The key players serving in the organic herbal extracts market are using different strategies to boost growth opportunities. For instance, Givaudan has opened its novel state-of-art facility for product manufacturing in October 2020. The company has adopted Committed to Growth, with Purpose, as its 2025 strategy. It makes China the major market for consumer-preferred and innovative products.

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Some of the key players in theorganic herbal extractsmarket include:

Organic Herbal ExtractsMarket: Regional Assessment

The organic herbal extracts market is spread at different locations across the world such as North America, Asia Pacific, Europe, Latin America, and the Middle East & Africa. Among these regions, North America holds a dominating position in the market globally. The key market players in the region are lead importers of different plant extracts from various Asian countries. The rising beverages industry and development of plant-based pharmaceuticals are anticipated to boost growth in the region. The population of the North America region is becoming more health-conscious, and this factor serves as a prominent factor for the growth opportunities in the region. In addition, the constantly changing lifestyle of the customers also contributes to creating growth opportunities in the region.

India serves as one of the key producers and exporters of herbs and spices. In addition, India is also producing and exporting different organic extracts such as organic essential oils, organic spice extracts, and various other organic herbs globally.

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Organic Herbal Extracts Market Predicted to Accelerate the Growth by 2030 - Digital Journal