According to Amazon, sales of the Echo devices (Alexa) doubled in the U.S. over last year’s Prime Day and tripled worldwide year over year. This means more and more consumers aren’t only getting comfortable spending money on “voice assistants” or “digital assistants,” but more people are going to be using them. And this is a trend PR pros needs to keep an eye on! Continue reading “Voice Is On The Rise In PR”
As brands are learning more and more about their audience, they are learning that their consumers may not trust them, which makes getting information and marketing out about their products and services tricky!
If your audience doesn’t trust your message how are you going to convince them to make a purchase?
This is when you have to go outside the board room and the brand and find people who your consumer relates to, that’s when influencers come into the picture, and this is why they have become so popular. Continue reading “How To identify Influencers With Converge”
How important is it for you as a PR pro and to your role at an agency to be able to spot up-and-coming trends?
If you are one of those people who have the magic touch, then it’s a part of the client relationship you thrive on, and if not, you probably aren’t even sure that you want to learn how.
But in the age of social media it’s not enough to just keep up and be part of a conversation you need to be the one starting them! This is a skill you will see leading PR agencies and individuals owning because bing able to spot emerging trends and viral opportunities is needed in order to stay ahead of the game and differentiate yourself. Continue reading “What Does It Take To See What’s Coming Next?”
At this point, we have probably all heard it…
Data tells a story
For some people, that statement might make them say, Huh?
For others, it’s not a story they want anyone reading.
So what does it actually mean to tell a story using data? What is data storytelling?
I can assure you it’s not just emailing out data in the form of graphs and charts or throwing together a powerpoint that includes a lot of visualizations of data with no explanation. That is not storytelling. From the real stories you read, you must know that it takes a lot more than the plot to make a story great… Continue reading “Data Is Only Part Of The Story”
Your ability to influence and steer a conversation about your client’s brand is just one of the many talents you are expected to have. Not to mention the 24/7 monitoring and its even better if you can predict what is going to be said next, yeah no pressure. When you get past the shock of what’s expected of your agency you’ll remember that maybe some of this is possible after all.
Here are the open marketing conferences we have on our radar for 2018!
We will continue to update this list as more conferences open up (and close) their registration throughout the year.
Maybe we will even see you at a few! Continue reading “Marketing Conferences In 2018”
Social’s ability to change, adapt and fit the needs of their users, brands, and marketers mean it is not going anywhere anytime soon.
At the same time, the constant rollout out of feature updates to keep users, brands and marketers interested in using their products can make anyone’s head spin.
Hardly a day goes by without one platform or another announcing something new and marketers getting to work to figure out if and when this is something they want to use. And that’s just what is takes to stay up-to-date, this doesn’t begin to cover what is required to manage an account as a social media manager day-to-day. Continue reading “The Importance Of A Top-Notch Social Media Manager”
Before we got into the client reporting space, I thought it was a pretty straightforward process. Log into your marketing dashboard, screenshot the needed data, copy it into a powerpoint and email it off to your client and then repeat that process x times till every client is served.
Nothing hard about that?
But now I see it involves much more. Many agencies are using multiple tools, to pull all sorts of data and logging into each tool for each client isn’t all that simple.
- Google Adwords
Once inside the tool, you probably have to look at several reports to figure out what data to pull from there. Then having to remember which clients use what platform, what type of data they need and how they like it formatted. And that’s if your client wants standard reporting. Some may also request high overview reports for their CMO or other Executives to take a look at and that is just the beginning of the inconsistencies and time-consuming process of client reporting.
Most of the time finding a report within one tool for one client wouldn’t be that hard. But it’s when you add multiple tools, are left considering multiple reports from each tool and then having to repeat that for each client and their specific needs.
Are you living with this pain every month?
Is reporting kicking your butt right now?
The good news is it doesn’t have to be that way!
But before you say “Well yes, but that takes money…” Yes, it may involve a contract and monthly invoices but it also means you can gain insights, analyze, focus on creative, get your time back and maybe even some of your sanity.
Here are two simple but significant reasons why it’s time for you to start automating client reporting.
1. Bringing In More Business
Some agency account managers report spending up to two weeks into the NEXT month on monthly reporting responsibilities for clients. That is shocking! There is so much more you could be doing with your time than logging in and out of marketing channels, collecting data, and creating reports. And one of those things is tracking down and closing on new business.
Think about, if you are constantly behind because of the already unpredictable workload you have, on top of reporting, how are you supposed to be putting all your energy into current clients let alone adding more business? If you are a part of the reporting nightmare, then the thought of new business sounds like bad news.
New clients + new reporting responsibilities = more workload
Recruiting new clients is pretty important and should make you excited about the work you are doing. Once you have an automated system in place that produces brandable, relatable, reports for clients you can start thinking about new business in a positive way and maybe even get excited!
And don’t forget how you can use these reports as a recruiting tool. Imagine meeting a potential client and being able to log into a single dashboard, that shows visualized data, in graphs and charts they can easily understand, all in one place! This will demonstrate how you don’t only create killer campaigns but have the advantage of monitoring and improving performance in real time. I know I would feel pretty confident about an agency who has created a process that is so detailed, streamlined and easy to understand.
2. Keep Current Business
Creating the best campaign means nothing if you can’t communicate results to clients. If you are not able to connect the tasks you are performing, and the results you are achieving that is a huge problem. And for many agencies that is where and why reporting practices came into play.
These reports are supposed to offer an opportunity for you have regular communication with your clients. A chance to touch base, review results as well as go into detail about the work you are doing. But if it is currently taking you a long time to deliver regular reports, that are filled with old data and even worse if they are being delivered in an Excel format (if you hated copy and pasting all that data into those rows your clients are going to hate reading it there too) then you aren’t creating that type of relationship with your clients.
When you have a single platform, that displays all your data visually and clearly showcases campaign results it invites clients into the process and holds your team accountable to those results. And this goes for poor performing campaigns too. As much as you want to show off the good things that are happening the not-so-great things need to be shared as well. Having a dashboard that displays the good and the bad makes those harder conversations easier to have. Clients can see exactly what you are doing to improve performance and won’t have to assume anything because it’s all right there for everyone to see.
Reporting gets your clients involved. When you are proactive in showing your performance throughout the campaign’s life (through these reports), you won’t leave any surprises for your client, which can be a lot harder to rebound from. If they are a part of the process all the way through you can explain campaigns and results as they are happening. So if an area isn’t doing what you expect they will be part of that conversation from the beginning, which will help avoid those so why is this happening questions that always come later.
Your transparency is what’s most important to your client, and an automated reporting process helps you do that. A minor shortcoming in what is otherwise an impressive marketing strategy isn’t going to change your relationship with your client so don’t be afraid of sharing that when using an all-in-one platform. Fully disclosing their performance helps establish transparency and trust which is the foundation for any good relationship.
Wrap It Up
Seemingly simple tasks can easily be made more complicated, and that is exactly what has happened to client reporting.
Client reporting doesn’t need to take all this time and effort, and you don’t need to be manually completing these tasks every month.
By automating the process and investing in one tool that does it all you will save time, create consistency in your reporting practices and impress your clients (and improve performance) by using a dashboard that integrates all your marketing channels.
Are you looking for a tool like the one mentioned above? Check out our website here and see if Converge is the right fit for you and your team.
Converge connects to your client’s marketing tools, pulls those disparate data sources and automatically (and accurately) uploads them into one place. This allows agencies to stop gathering data and start generating insights. This allows you to access the data you need to communicate with your client faster, easier and in real time- letting you easily manage client reporting once more.
I would argue that just as important as social media, measurement and goal setting are when it comes to marketing so is A/B testing.
With marketing, it is so easy to make assumptions about your audience. Whether you are creating a landing page, content, an ad on Facebook or an email, we all think we know our own audience. We go full force into a campaign and then are shocked when we don’t get the response we expected.
So what happened? Continue reading “A/B Testing- A Marketer’s Secret Weapon”
What does your PR strategy look like? Does it involve video, social, events, monitoring the news- a collaboration between them all. Or is there an area you haven’t tackled yet?
Although it can seem overwhelming, Facebook can be a great opportunity for PR. A place to connect with current and potential customers, gain interest (and insight), promote content and keep fans updated. So what are you waiting for?
How can you involve Facebook in your PR strategy?
1. Access To Data
One of the benefits of so many people connecting and logging into Facebook is the amount of data Facebook can collect on everyone. Facebook knows everything you would ever want to know about your audience, but that doesn’t mean they are just going to hand it over to you. One of the best ways to get to learn about your audience is by creating content and ads on the platform.
When you go through the motions of creating a Facebook AD, you will see just how specific or general your audience can be. From demographics, job titles, interests, liked pages, and even importing your list of emails to create an audience.
But how do this help your PR strategy?
Through the creation of your ad and then the response of your selected audience, you can learn a lot.
Maybe you aren’t getting a response at all? That means you’ve targeted the wrong people.
Maybe you are getting a lot of clicks but no other social engagement such as likes, comments, or shares? That means your target audience is interested in your product, but they aren’t going to be very engaged on Facebook
Maybe you are getting a lot of social engagement, but no one is clicking your ad? That means your audience is active Facebook users, but they aren’t going to leave the site to take a further look at your product.
You can learn some much about your audience by spending a little bit of money on Facebook. And understanding your audience is the first step to any well-run PR campaign.
2. Find And Connect With Your Audience
There is something for everyone on Facebook. While some demographics appear stronger than others, billions of people are still active on the site, and they have at least 1 billion active users every month. Those facts are pretty hard to compete with.
However, when it comes to building your brand on Facebook you aren’t there to reach everyone, you are there to first and foremost find your audience- and the good news is a lot of them should be on Facebook. Use the research you have already done when creating your customer and apply it Facebook. Their age, gender, income, location, family unit, etc.
Now that you know who your audience is you now have to understand how they use the site.
- Are they active?
- Do they like, comment, share, promote and brands?
- Or are they there just to connect with family and friends?
- Or is Facebook the place they come to learn and keep up with what’s going on?
This means you are going to take the time to listen and understand their overall vibe on the website. As exciting as it to start creating content you need to make sure you take time observing too. This will help understand what your audiences expected behavior would be to your content and how you will know if you are creating something that is connecting with them.
Once you know how they are using the social site, you then want to develop your brand’s Page. When creating your Page and coming up with your content strategy, you need to ask:
What is my desired outcome?
And this should be based on the observations you have made about your audiences actions (or inactions) on Facebook.
- Are you going to use Facebook to promote content?
- To create content (live video, 360, stores)?
- Build awareness around your brand?
- Connect with influencers and bloggers to partner with?
- Promoting sales and contests?
Before you do anything else, you need to understand what your own expectations are for the Page so you can understand if it matches with the content you want to create and the content your audience will respond to.
3. Old Fashion Promotion
Now that you have done you research found your audience and gathered lots of data about them you can create a plan to keep them coming back to your Page.
The good news is Facebook can fill the gaps caused by declining traditional media, such as newspapers and TV or when reporters just won’t pick up their phone. You don’t have to wait for someone to become interested in your story based off of a short pitch, or worry about the decline in newspaper subscriptions! You can create the story yourself and share it on Facebook.
Of course, this won’t mean much unless you have completed the two steps above. Just creating a Facebook Page is not enough to gain traction. Like everything else in PR understanding your audience and having the data to back it up is also important.
Wrap It Up
With access to so much do you ever feel like you a more of a brand communicator than a PR pro? After all, PR isn’t just about handling crisis and chaos, it’s about building and promoting a brand image that is vulnerable to the 24/7 news cycle. And we think Facebook is the perfect place to gain back some of that control.
Looking for some more tips and tricks for Facebook and other social sites? Then download this FREE e-book, 30 Social Tests, here.