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If a Tree Falls: Shareable Content

As the saying goes, if a tree falls in a forest, and no one is there to hear it, does it make a sound? The same philosophical point can be made when discussing content marketing. The best, most insightful piece of content does your business no good if no one actually sees it.

So, how do you generate and then “distribute” your shareable content? The answer is twofold: you need to look at the content itself and the ways you’re promoting it.

What Makes Shareable Content?

A lot of people have written about the types of content that become shareable, and most agree there are similar themes. Shareable content is:

Entertaining. Content that makes us laugh, surprises us, or excites us is more likely to be shared. A study conducted by Ipsos shows that 61 percent of online sharers share things they find interesting, 43 percent share things they find funny, and 29 percent share unique content.
Informative. People love to share articles that have practical value. Another study by the NYT Insight Group found that 94 percent of people consider the usefulness of a piece of content before sharing it.
Engaging. Sharing content is a way to connect with other people who have the same interests as you.

In other words, you need to think about your audience when you’re creating content. It’s the old rule of advertising–your audience wants to know “What’s in it for ME?” Start by answering that question, and build your content from there.

How Does Content Get Shared?

Creating the content is only the first step. Now you need to get people to pay attention to it. The way you choose to “distribute” your content can have a strong effect on how it gets (or doesn’t get) shared.

What works for you? Look at the content you’ve posted and analyze which articles got the most attention. Where they funny? Did they teach your audience something? It seems obvious, but focus on the type of content that gets you the best results.

Rifle, not shotgun. Many people post their content as widely as possible, on every social media platform, assuming more is better. However, if your audience isn’t on that platform, you may be wasting your time. To use a very broad categorization, B2C marketers tend to focus on Facebook, while B2B marketers use LinkedIn. More specifically, there may be forums or groups devoted to your particular audience, and you may get better results by locating those and posting there. Locate influential people in your industry and target them with your shares–they can help boost awareness for your posts.

The right timing. Posting your content at the wrong time can guarantee obscurity. E-mail marketers recognized years ago that putting an e-mail in someone’s inbox at just the right moment increased the chances that it got opened and read. The same is true for social media–figure out what posting times get you the best sharing results. Also, stay on schedule and be consistent with your postings–we’re all creatures of habit, and regular posts reinforce your message more effectively.

Build Your Audience

Spreading your content makes you a recognized authority in your field and ultimately increases awareness of your business. In other words, shareable content stands out. If you need help in developing content that doesn’t fall silently in the forest, contact On Target Web Solutions at (407) 830-4550 or www.ontargetwebsolutions.com.

On Target Web Solutions, Inc.
1051 Winderley Place, Suite 307 MaitlandFL32751 USA 
 • 407-830-4550

On the Run: Mobile Devices and SEO

SEO For MobileIt seems almost too obvious, but many marketing professionals don’t realize that consumers use mobile devices and desktop computers differently, and that affects the way that companies should present themselves on each platform. Why worry about mobile devices? Well, for starters, mobile device use for e-commerce is growing rapidly, and smartphone and tablet purchases will represent 30 percent of the e-retail market ($707 billion) by 2018. With that much at stake, it’s surprising that only 25 percent of consumer brands have a mobile strategy.

Hunting for Products

There’s another interesting aspect to mobile strategy. While online purchases are growing, e-commerce is still less than 10 percent of all retail spending. Most of the other 90 percent of those retail purchases are conducted within 10 to 15 miles of the consumer’s home. So, how do online and mobile strategies play a part in store-based business? Mobile and web searches are being used to find brick-and-mortar locations to make purchases–and mobile devices are becoming more crucial to those last steps leading to a purchase.

Desktop users are more research-oriented. They are browsing for information, looking for answers to general questions. Mobile users, however, are action-oriented. They’re trying to find store locations, directions, prices, and other purchase information like availability. Page design is crucial: If mobile users reach a page that’s not optimized for smaller screens, they’re gone in seconds. Features like simple navigation, easy readability, quick load times, buttons, sliders, and click-to-call links are critical elements for mobile design.

Search engine optimization also needs to shift for mobile use. Paid campaigns receive more prominent placement on the search engine results for smaller mobile screens, so businesses may get better returns on paid advertising. Mobile tags should incorporate facts leading to a purchase and local calls to action whenever possible.

Give Consumers What They’re Looking For

Content is equally important. Remember, mobile users are typically much lower on the “purchase funnel” than desktop users, meaning that they’re much closer to the “purchase” action than their desktop counterparts. Prices, product specifications like measurements, and comparative ratings are all important to mobile users. Some big-box retailers like Lowe’s are taking location information a step further: Maps showing what aisle a product is on, giving busy or tired shoppers a way to avoid wandering store aisles or searching for an employee. Other stores like Target allow shoppers to scan barcodes with their phones to check inventory availability. Coupons and loyalty card information can be pushed to customer devices to spur the purchase decision.

Bring Your Customers to You

The mobile world is growing rapidly, and online marketing needs to adapt to this new environment. In essence, an effective mobile strategy links mobile search behavior to in-store purchases. Focus on answering the questions your consumers are asking their phones or tablets: Where can I buy this product, how do I get there, how can I find the product, what deals or discounts are available? If you need help with your mobile strategy, give On Target Web Solutions a call at (407) 830-4550. We can help you optimize your online presence for a more mobile business.

The Evolution of Public Relations: Moving From Information to Influence

The Public Relations EvolutionTimes are changing for public relations, and the world of public relations needs to change in response. According to the American Society of News Editors, the number of full-time professional news jobs at newspapers declined by 14,600 between 2007 and 2012. Readership is declining for traditional media, while use of social and mobile platforms are increasing. So there are fewer journalists to pitch stories, and fewer people are reading the information presented in traditional media.

So how should your public relations strategy evolve? One solution is to increase your brand publishing. In other words, if you can’t beat ‘em, join ‘em. A strong content marketing strategy can position your business as a rich source of information, and you won’t need to depend on local or trade press as much to get your messages out. A well-thought-out blog can get reach that equals or exceeds a trade publication, without the cost and effort of placing ads and pitching stories.

Content marketing can also provide an entry point to reach the media as well. Informative and well-researched content that is optimized for search engines and publicized through social media, puts your company in the forefront when journalists are looking for stories or statistics. Some of the ways you can get your story to media outlets include:

Pitch story ideas to specific contacts. This is familiar territory for PR professionals. Build a contact list by researching trade publications and professional associations in your industry. In addition to those more traditional outlets, look for industry blogs and other online publishing opportunities. Ask for information on their editorial calendars or publication schedules, and share your own. With this information, you can craft customized media “pitches” that are actually more like partnerships.

Look for bylined article, content partnership, and guest posting opportunities. Remember that statistic about declining numbers of journalists? That means they can use all the help they can get, particularly if they don’t have to write the copy themselves. If you’ve proven you’re a solid content resource with thoughtful and relevant content, you may well be able to establish a relationship to get your content to a wider audience.

Apply for industry awards and speaking engagements. Both these options position your company as a credible resource for expertise within your industry, and get your messages out to new audiences.

Public relations is, at its core, telling stories to specific audiences to influence their perceptions and behavior. That means public relations and content marketing aren’t really very far apart at all. The same communication and messaging skills that are used in public relations are used for content marketing. If you’re interested in getting your messages out to a wider audience, contact On Target Web Solutions. We have the content and media expertise you need to create compelling stories and deliver them to the best audience for your brand. Call us at (407) 830-4550 to find out more.

Share this post and start the discussion: tell us about your brand’s PR successes through the world of content marketing.

Protect Your Web Presence With Useful Digital Marketing KPIs

Protect Your Web Presence With Useful Digital Marketing KPIs

Key performance indicators, or KPIs, are used in a number of industries and markets to identify and track the activities that make a business, product, or person successful. They’re a little like signposts, directing you toward your final destination. KPIs are used in digital marketing to identify a business’ goals for digital marketing, and track the progress toward those goals. However, it’s critical to create the right KPIs for your business. After all, if you follow the wrong signposts, you’re not going to get where you want to go, right?

Unhealthy Digital Marketing KPIs

Vague and unproductive KPIs can actually be worse than useless–they can damage your online marketing efforts. For example, using a KPI of “increasing keyword rankings” may not help your bottom line at all. Are you improving the right keywords? Are you reaching the target market? Simply climbing up the search results page may not help your business sell more product, and focusing solely on keywords leaves you very vulnerable the next time search engines update their algorithms.

“Increasing site traffic” is another common KPI that won’t do much good if the traffic you’re attracting isn’t qualified. Site visitors that aren’t interested in buying your product don’t help your bottom line. In fact, sometimes you can sell more with lower site traffic, if you’re focused on the people that eventually become customers. “Building links” by begging other sites to link to you can actually be counter-productive, and get you penalized by search engines. Instead, a healthy KPI should be focused on profit. Are you converting more casual site browsers to customers?

Healthy Digital Marketing KPIs

While KPIs are frequently unique to industries and specific businesses, there are some general guidelines you can follow. Again, focus on KPIs that are directly tied to profits, and avoid those that can easily be improved without necessarily boosting your sales. E-mail signups and scheduled product demonstrations, for example, are two KPIs that could directly influence your sales numbers.

At On Target Web Solutions we understand that digital marketing can be challenging, and the digital landscape shifts and changes almost daily. We’ll help you navigate that landscape with signposts that are relevant to your business and that help you generate the results you need. We can work with you to create KPIs that will directly boost your bottom line, so you’ll see a direct correlation between your digital marketing and your sales. Call us today at 407-830-4550 or visit our website, ontargetwebolutions.com.

All About The Google Search Removal Request

Exploring Google’s Search Removal Request

Have you heard of Mario Costeja Gonzalez?  If you haven’t, then that’s exactly how he wants it to remain.  Gonzalez, from Spain, wanted the world to forget about him, along with 36 words that were written about him in 1998 saying his home was being repossessed to pay off debts.  He has spent that last five years waging a legal battle against Google over the “right to be forgotten,” with the intention of having the search engine results come up clean when you Google his name.  A European court ruled in his favor, and he won…in a way.  Ironically, when you Google his name, the article has disappeared, but there are thousands of additional articles/blogs that reference what the original article said, making it almost impossible for him to ever be forgotten again.  Let’s hope he wanted to start and end this fight on principle alone.

While several Orlando SEO professionals are working hard to get businesses found, individuals in Europe are lining up to fill out Google’s Search Removal Request form to be forgotten, just as Mario Costeja Gonzalez has been, in theory.  Google launched the form on Friday, May 30, and they have since received over 12,000 requests and counting.  This feature is currently only available for European Union countries, as well as four non-EU countries — Iceland, Liechtenstein, Norway, and Switzerland.

If you live in the EU or the four accepted countries and you’re interested in submitting a request, you will need your full name, URL for each link in the search results that features your name, an explanation as to why the page is about you, an explanation as to why this should be removed (i.e. outdated, irrelevant, inappropriate), and a contact email address.  You can submit more than one URL, but each URL requires individual request submissions.  Each request will be reviewed by an individual at Google.

While Google has taken steps to cooperate with the EU ruling, it will have implications for all search engines.  The court specified that search engines that operate in the EU must find a balance between offering information that is of public interest and protecting the right to privacy and protection of personal information.

While this request form may not come to the States anytime soon, as a business owner, you should be worrying more about being found than being forgotten.  Contact our Orlando SEO professionals today to see how we can increase your business’s visibility in the search engines.

Staying on Top of Your Game: Content Marketing for the Pros

Staying on Top of Your Game: Content Marketing for the Pros

Playbook For Content MarketingArmies don’t go into combat without a strategy. Sports teams don’t take the field without a playbook. And content marketers shouldn’t be publishing or executing marketing campaigns without a plan. So how do you develop a content marketing plan? Here are some simple steps:

Find the goalpost.
Make sure you understand your customers, their goals and objectives, and their pain points. You can’t reach new business unless you thoroughly understand what your customers need and how your product benefits your target market.

What’s your content marketing game plan?
To reach that target market, you need to establish your content themes and topics, and establish your publishing frequency. In short, you need an editorial calendar, with titles, topics, and publishing dates. Plan ahead – a quarterly calendar gives you time to jot down topics as they occur to you, research those ideas, and create outlines and drafts. Remember, content can be repurposed across a variety of channels. Press releases can become blog articles, then whitepapers, case studies, and more. Remember, though, rewriting the content for different formats is essential. Google doesn’t look kindly on copy and paste.

Scout the other team.
Let your competitors motivate you. Look at what your competitors are doing on social media, in their search engine results, and in traditional media. You can see what content does well on their websites, how they’re ranking on search engines, and where they’re thriving. Then use that information to adjust your content marketing strategies.

Bring in some MVPs.
Contact external experts and ask them if they’ll produce content for your site. These industry influencers give you greater visibility and often will share the content with their own audiences, boosting your reach. Yes, there may be a cost involved, but it can be well worth it. MVPs are valuable – it’s right there in the name.

Connect with the fans.
It’s called “social” media for a reason. You can connect with your customers on a personal level. Nurture their needs and interests, answer their questions, and engage with them. In turn, they’ll talk about you and recommend you to others.

Rewrite the playbook.
No team sticks with strategies that don’t work, and neither should you. Review your content marketing strategy regularly and figure out what’s working and what isn’t. Don’t be afraid to abandon strategies that aren’t getting results and try something new. Just keep monitoring the new strategy, too.

The pros always make things look easy, but there’s a lot going on beneath the surface of good content marketing. It takes careful strategy, time, effort, and, yes, money. Many small business owners don’t have the time to generate content and engage customers and potential customers on social media, and that’s where On Target can help. We’ll customize a content marketing plan for your business that reaches your target market and meets your needs.

The Content Marketing experts at On Target can help your brand strategize and execute a solid content marketing campaign.  Give us a call today: 407-830-4550.

Thanks for reading and sharing!

Will The New Google Updates Affect You?

Will The New Google Updates Affect You?

On Tuesday, May 20, Matt Cutts, head of Google’s Webspam team, confirmed that Google was rolling out two updates: Panda 4.0 and Payday Loan 2.0.  While this is more information than is normally shared by Google, it still leaves a lot to the imagination in terms of the impact these updates may have on websites.  Speculation is about as good as anyone can do right now.  Our Orlando SEO team is checking for updates from Google & Matt Cutts regularly.

Let’s explore the more obvious of the two updates: Payday Loan 2.0.  The last Payday Loan update hit a variety of websites that allegedly focus on a narrow and specific number of search queries like pay day loans.  The original update only impacted around 0.3% of US queries, but other countries, such as Turkey, suffered a much more significant impact at 4%.  With this new Payday Loan update, some speculation is surrounding some potentially spammy queries such as “mortgage rate trends” and “cheap apartments” being affected, but the trends in the search interest could also lead to these fluctuations based on seasonality.

While Payday Loans 2.0 is supposedly going to hit a narrow vertical of spammy websites, Google’s other update, Panda 4.0, suggests that it is going to affect a substantial amount of people.  Based on historic numbering patterns, this could mean that Panda 4.0 is not only an algorithm update, but also a data refresh.  This could lead to a significant rankings shake-up.  Even though the announcement stated that the roll-out was going to start on May 20, the typical update roll-out lasts several days, so as time goes on, more and more data can be collected about the effects of this update.  As of May 21, Google is saying that Panda 4.0 will affect approximately 7.5% of English-language queries.  Matt Cutts states that this new Panda update is a “new architecture.” He tweets on May 23 at 2:11pm “@Marie_Haynes think of it like P4 is a new architecture. Brings in some of the softer side, but also lays groundwork for future iteration.”

Originally, the Panda algorithm was designed to prevent sites with poor quality content from ranking well in Google.  The purpose of this most recent Panda update, according to Google, is to help small businesses perform better.

If you start to see your rankings slip over the next month or so, you may want to re-evaluate what you’re doing for your Orlando SEO plan.  On Target Web Solutions can help develop a custom plan based on your business’s needs and develop consistent and amazing content to provide for your audience.  Call us today at 407-830-4550 for more information.


Men Are From … LinkedIn, and Women Are From … Facebook?

Men Are From … LinkedIn, and Women Are From … Facebook?

Battle Of The Sexes On Social MediaEverybody knows women and men are different. In fact, there have been a number of studies across the years examining the psychological differences between genders, including author John Gray’s bestseller, “Men are from Mars, Women are from Venus.” So it should come as no surprise that men and women approach social media from different perspectives.

New information published on FinancesOnline.com(1) highlights some of the differences in the way women and men use social media and mobile technology. Drawn from Nielsen and Pew research studies, the researchers found:

•    Men are more likely to use social media for business or dating. Twenty-seven percent of men use social media for business, while only 22 percent of women do. With dating, men are at 13 percent, while only seven percent of women use social media for dating. The goal of communication for men is to achieve something, and as you might expect, men see social media as a way to attain goals.

•    Women are more likely to use social media for relationships, sharing, entertainment, and self-help. For example, 65 percent of women using social media to stay in touch with family and friends, while 53 percent of men do. This finding generally agrees with gender research. Women tend to communicate through dialogue and discussion.

•    Social media platform use reflects those statistics. Twenty-four percent of men who go online use LinkedIn, while only 19 percent of women do. Facebook is used by 76 percent of online women, as compared to 66 percent of men. (2)

•    Men prefer quick access to deals or information. For example, men are more likely to scan codes for coupons (56 percent to 39 percent for women).
•    Women are more likely to follow a brand. The difference here is staggering; 71 percent of women have followed a brand to get deals or information, while only 18 percent of men have.
•    Women ignore social media ads and text ads more than men. Forty-eight percent of women ignore social media ads, while 42 percent of men do. Fifty-nine percent of women ignore text ads, compared to 52 percent of men.

This information has a lot of implications for social media marketing. Certain social media platforms and types of campaigns appeal more to one gender over another, and you should factor those differences into your social media strategy. The content of your ads should be tailored to your audience, as well. Women prefer more sentimental ads with family-oriented themes, while men like cars, sports, and action. Both sexes, however, appreciate humor, celebrity endorsements, and value-oriented advertising.

The gender differences extend to how women and men use their technology, as well. Startlingly, 38 percent of women use their smartphones for games, compared to 28 percent of men. That may be because men have other gaming platforms that they prefer. Women are more likely to message, take pictures, visit social media and websites. Men are more likely to watch video, listen to music, and take advantage of GPS. Which just illustrates another point: Men still don’t like to ask for directions.

1. http://reviews.financesonline.com/review-of-social-media-and-smartphone-usage/
2. http://reviews.financesonline.com/most-popular-social-media-sites-review/

SEO : How To Address Ailing Search Engine Rankings

Examining & Dealing With Ailing Search Engine Rankings.

It’s a nightmare for Orlando SEO companies to deal with.  It’s something that many people have experienced.  It’s difficult to identify why and leaves webmasters scrambling to find a reason. What are we talking about?  Significant decreases in rankings.  The first question is always “WHY?”  There are several different types of rationales that could enter your head, but in reality, the most important thing you can do is keep calm.  Google can smell your desperation.  Google will make it harder and harder to replace your rightfully earned positioning the more you struggle.  In this case, you should identify why this happened, and generate a solid action plan to restore your visibility.  Here we explore the five most common types of ranking drops and how to create a strategy to cope and recuperate from each one.

1.  Manual or Site-Wide Penalty Drop
This type of ranking drop is indicated through your Webmaster Tools under Search Traffic > Manual Actions. Google will list any and all penalties against your website.  It is up to you to evaluate the penalty and generate a plan around it.  The most common penalty is the unnatural link penalty.  In this case, you will have to perform a link audit and do everything in you power (and document it) to get the negative, irrelevant links removed.  This is not an overnight process. You must show Google that you worked for it.  After you’ve done everything you can to remove those links and gathered your documentation, plead your case in a Reconsideration Request Review to Google.  Reviews could take up to six weeks to be reviewed by a member of Google’s team.  After that, Google will either lift or keep the penalty.
Take Note: Even after the penalty is removed, it will take a long time to get into Google’s good graces again, so be prepared to do some work in order to recover.

2.  A Competitor is Outranking You  
This type of ranking drop is a difficult one to cope with for a business owner.  Even if you’ve only dropped a few positions, seeing a new or old competitor outrank your website is heart-wrenching.  The best thing to do is generate a competitive analysis to see what your competitor is doing differently from you.  Are they generating more content?  Are they more active on social media?  Are they building more quality links?  Analyze the situation and generate a plan of action.
Take Note: There are particular times when a competitor will use Black Hat SEO tactics for short-term gain.  It’s important that you know and can identify these tactics and not employ them on your own website.  While they may have knocked you down a few pegs, it’s only temporary.

3.  An Increase in On-Page Errors
If you’re seeing a slow, but steady, decrease in rankings, it may be because you’ve increased your on-page errors.  The best way to diagnose this issue is to check Google Webmaster Tools for crawl errors.  If you see an increase in 404 errors, you will need to go through each link and create a redirect or unlink on the page.  If you decide to create a different URL structure for your website, make sure you have a solid, comprehensive plan in place to fix any potential crawl errors.  Once you’ve fixed these on-page errors, make sure to resubmit your sitemap to Google through WMT.  That type of issue is relatively easy to recover from, as long as you stay on top of it.
Take Note: If you use a CMS like WordPress, you can download a Broken Link Monitoring Plugin that will notify you anytime there is a broken link on your website.

4. Losing Links
Going through a link audit and unnatural link penalty is a difficult process.  First, because you have to endure a long, tedious process of link removal, and your site has probably already lost some visibility in Google’s organic listings.  And secondly, because once all of those links are removed and Google has lifted your penalty, you have to deal with the aftermath of having significantly less links pointing to your website.  This, ultimately, will cause your rankings to decrease.  When you have poor links, it’s really a double-edged sword, and it’s a hard pill to swallow for those people who put in hours of work into getting their website back on track.
Take Note: Link building, while not as important, still is a driving component of Google’s ranking algorithm.

5. Algorithm Update
Webmasters anticipate for an algorithm update the way ship captain’s prepare for the perfect storm while at sea.  Since no one knows when it will hit or what the damage will be, it’s challenging to find ways to be prepared.  Sometimes algorithm updates affect very few websites, and sometimes they affect thousands, but  if you stay in touch with the SEO forums, Google Groups, and Google Plus communities, you will know when an algorithm update is coming.

Take Note: The webmaster/SEO communities will definitely be abuzz when an update is anticipated, so keep in touch with those networks to stay prepared.

The bottom line is to make sure that you aren’t throwing things up at the wall to see if they stick.  Almost every time there is a decrease in rankings, there will be a reason.  Stay calm.  Assess the situation.  Generate an action plan.  If you have had a keyword ranking decrease for any of your keywords, contact our Orlando SEO professionals for an evaluation.  Call 407-830-4550 or fill out our contact form here.

Back up Your Brand With SEO

Back up Your Brand With SEO

As more and more consumers rely on the Internet to make decisions, how your company is presented online is just as important as where it shows up in search engine rankings. Your company’s brand should steer your SEO strategies and decisions. Here are some questions you should ask yourself about your company’s online brand:

Other results?
Having your page rank number one on search engine result pages (SERPs) is great, but take the time to look at the other results. Your company could appear in a number of different results, including social media, press releases, local directory listings, and more, and some of the references may not be favorable. Social media can help – expand your brand presence to a number of different channels to expand your presence in search results. You might even push your competitors (or any bad press) onto the second page of results.

Local directory listings?
If you’ve got multiple locations in a single area, local listings will be visible on your search results page, along with a map showing those locations. Are the locations accurate (particularly if you’ve moved and changed addresses recently)? Are the descriptions and any images appropriate? A Google/Ipsos OTX Media CT study in May 2012 showed that 94% of smartphone users look for local information on their phones. If your listings aren’t accurate, consider listings management.

If you can’t beat ‘em, join ‘em.
Many businesses don’t bother with Google+, but connecting Google to your company’s brand with a Google+ account can only improve your visibility. Google+ will allow the Google Knowledge Graph to appear along with your search result listing, giving important information like your location (remember that 94% of smartphone users?), profile photo, phone number, and website link. The Knowledge Graph is also now appearing in Google Maps.

Image search?
What images show up when you do an image search for your brand? Ideally, it should be your current logo and company imagery. If it’s not, you need to review the alt attributes associated with your company images and make sure they contain branded text.

What sitelinks show up?
When you search for your company’s brand on Google, you should show up in the number one spot. (If you don’t, you need expert digital marketing help immediately.) Your result should show up to six sitelinks. Are these the links you want to showcase? If not, you’ll want to demote the less important links, and Google will substitute others. Keep adjusting until you get the links that best promote your brand.

Remember, your brand is what sets you apart from your competitors, and you want to carefully manage that brand. It’s well worth spending some time adjusting and monitoring your SEO efforts to make sure they match your branding strategy. To learn more about SEO and how it can help enhance your brand and its online presence, call one of our talented SEO / Digital marketers today: 407-830-4550 or fill out our contact form here.


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