Back in November when Lee Rawiszer, Managing Principal of a growing financial services firm came to me for SEO support, his business request was seemingly simple. “Help optimize my firm’s brand online.”
The firm, co-founded by Lee Rawiszer and his partner, David Halper, was embarking on a name change from Halper-Rawiszer to Paradigm Financial Partners. Given the firm’s expansion to Los Angeles and the addition of several renowned financial advisors, it made sense to change the name and re-brand to move forward with the firm’s evolution. Their biggest concern, however, was successfully re-branding without losing the legacy of their name.
“With so many clients trusting us to build their wealth for over 15 years, I was concerned that changing our name and brand position would confuse people, and potentially send the wrong message,” Lee Rawiszer said. “Our clients are the heart of our business. We knew we needed to do it right.”
That’s where we came in. As a first step, my team and I began a thorough review of Lee’s online presence. It was clear that a digital content strategy needed to be put in place to help Lee and his firm optimize their name and their valuable content.
What initially seemed like an easy task proved to be quite a challenge at first. As you might imagine, there is a ton of competition in the financial services field, so I knew we needed to enhance Lee’s content and website offerings to get the traction they needed to stand out.
The next leg of our strategy was to create new sources of content that could be optimized under the firm’s name. Rawiszer asked us to partner with his PR and Communications consultant, Ally Bunin, who helped publish new content to his growing social media networks, including Twitter, Facebook, Linkedin, Google Plus and his blog, LeeRawiszer.com. That’s been a big help!
With all of this new content being published, the key was to seamlessly integrate everything and ensure the content was properly optimized on all channels, which is our sweet spot. As we continue to move along, our next step will be adding original video content which is a huge component to generating an online presence.
To-date, early results begin to show a success story. In just a few months, the firm’s name penetrated multiple online channels and has been successfully integrated online on multiple platforms.
Today Lee Rawiszer’s social media following has grown from the single digits to more than 570 on Twitter, and the company’s Facebook page now has 165 dedicated followers who “like” and “share” the firm’s content under their new name.
In the client’s own words: “I’m very pleased with the outcomes of Steve’s optimized content strategy and look forward to continued success working with him and his knowledgeable team.” – Lee Rawiszer
Do you have an SEO or digital content challenge? Let me know how I can help you!
Steve Scott is the CEO & Director of Training at the Tampa SEO Training Academy. He has taught SEO skills to people from around the world and currently offers his hands-on search engine optimization training workshops in Tampa to individuals and businesses of all sizes. Corporate SEO training classes and consulting are also available.