You’re online because you want to be seen. It’s quite a cliche that a well laid strategic plan is a must for every marketer who wants to go online. Before hiring an online agency for professional advises, however, you can jump start your web presence marketing strategy by asking yourself the following questions:
Who are your customers
Who are they and what are they looking for from you or your competitors? What is your selling proposition to them? How do your customers utilize technology, what digital media channels do they consume and how do you use this knowledge to engage in a productive long term relationship with them?
Who are your competitors
Who are they and are they the same as your offline competitors? Are they direct or indirect substitution of your products / services (or in the other way round)? It’s necessary to experience their online customer journey and understand in which areas they are doing well and emulate them. Understand what they are not doing well, learn from their mistakes and craft your competitive edges. Is there anything they are not offering and could this be used as your USP or differentiator against their offering? One more thing: don’t limit yourself to local competitors only, after all your competition now could be anywhere in the world!
What is your business, actually
Take an honest look at yourself and your business. Is it ready to completely embrace online marketing? Do you have the right people, skills and infrastructure in place? Can you cope with a sudden upsurge in business volume or transactions? Do you have the right insurance cover to protect you and your online businesses liabilities especially professional indemnity if you are providing advice or storing customer data online. If so you probably need insurance protection against damage caused by viruses, hackers or so.
What are your measurable goals
It’s a very key question but usually overlooked by many. Set every goal in numbers: the targeted revenue, the number of leads taregted to get from online presence, the target conversion rate, and don’t forget, the initial investment and the on-going expenses to keep a healthy online presence of your business. They are what we called the Key Performance Indices (KPIs) of your business
What will you do with the KPIs
Numbers, by themselves, cannot turn into actions. So have you set the action plan how you and your company should react to the KPIs? What if online advertising is not working as good as social media or vise versa? What if the inbound traffic is high yet the conversion rate is low? You probably need a basket of steering plans and backup plans to let you react fast to these questions.
April 22, 2013 | Greg
Promotions & PR Directory sets itself apart from tradition directories by deploying an end-to-end social media integration and a mobile-friendly responsive design. However, they are not the only things that help you, a marketing user, save your time searching and evaluating connections, agencies and suppliers. The following are some good tips for you to get the most from our services:
1. Contacts Curation
By logging into PPD, you can use the “Add to favorite” function to keep a list of your choices. What you may not know is that you will have a very tidy and clear dashboard which displays all your favorite agencies instantly with their ratings and social shares. It save your precious time to click and review them one by one.
2. Spotting Industry Trends
Tags are customized search terms which agencies put up by themselves during listing or revisions. Via a quick glance to the “Hot Tags” widget, which lists popular tags with the text sizes directly proportion to their respective frequencies, you can have an idea how marcom services are evolving. In recent years we came across services like “online reputation management”, “social engagement optimization” and “attrition analytics”. While fancy terms start to appear in Hot Tags, it means market demands for them are on their way.
3. Refined Search With Geolocation Data
While you search by inputting both “Search For” and “Near” fields, your search result will come with geolocation information automatically. You can refine your search by expanding or shortening the distance by dragging the distance bar on the right hand side of the search result. It’s especially useful if you are looking for vendors for relatively small project-base assignments, such as short-run digital printing or other production jobs.
April 16, 2013 | Greg
The landscape of marketing services keeps evolving these years and so do public relations. PR professionals need to adapt to the ever-changing environment in order to survive tomorrow, if not today.
Here come the questions: what and how PR peoples should react to the megatrend? It’s good to start by asking ourselves the following 2 questions:
1. What is driving the demand for “next-gen” PR professionals?
Answered simply, it’s the evolution of PR that has occurred as result of the emerging digital trend and the fact that budget conscious clients are looking for integrated solutions.
Some times before you might still hear agencies saying that they offered only traditional PR since their clients didn’t embrace digital, didn’t find it useful etc. It’s no coincidence that these same clients are now the ones saying they have no hiring needs, and are not acquiring new business on the whole. In fact, many traditional agencies are losing new business to those incorporating social and digital into their campaigns, developing digital divisions, or working alongside with a digital agency, creative agency and an advertising agency to create holistic integrated campaigns. They don’t risk losing market share this way, and they get different types of minds weighing on PR campaigns, giving them an interesting spin.
2. What do the “next-gen” PR Professionals look like?
The PR professionals nowadays needs to be constantly aware of, and up-skilling in, social media and digital, and they must throw out the notion that the two are one in the same. Digital can cover a variety of channels including: mobile apps, mobile marketing, SEO, SEM, display advertising, email marketing, conversion optimization, analytics, etc. A superficial level of knowledge across these channels is no longer good enough.
While it’s not always necessary to have the in-depth skills to physically execute digital campaigns, PR professionals need to understand how and why we utilize these channels and how they work together in an overarching strategy for your client. Having said that, in recent months, we have witnessed an influx of clients looking for agencies who can execute digital campaigns using a variety of tools/software. Happy enough, Chilli is one of the agencies who successfully ride the tide.
How should PR agencies react to the trend?
The first step is to acknowledge that this change is very real, even if clients are not yet jumping on board. The rate of change is proven by the fact that 50% of the job titles that Firebrand recruited last year did not exist 3-5 years ago.
If you desire to learn more, take courses, or at least, keep yourself updated with news from mashable, techcrunch etc. There’s no excuse to be technically ignorance in front of clients, absolutely.
[Contributed content from: Chilli Marketing]
April 12, 2013 | Chilli Marketing