eMarketing & PR Services Offered
“I know I need to market myself, in order to increase my revenue…but what do I do?”
Leave it to the professionals. While, sales is not the mission of public relations it is a pertinent component of an effective marketing plan. Marketers offer products and services to satisfy and create the demand. When combined, the four elements below: Public Relations, Marketing, SEO and SEM work together to build positive public opinion, drive traffic and drive sales for online and brick and mortar businesses.
Contact us to discuss your needs.
Public Relations
What is it?
Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends. (Center, Cutlip & Broom).
What does it mean?
We are happy to write targeted and newsworthy pieces relevant to your business and industry. In our Public Relations toolbox there are a variety of tools used to communicate different types of information to journalists, bloggers, freelance writers and media broadcasters. These include: media alerts, media advisories, press releases, public service announcements, news releases, social media releases and much more. For example, we can write press releases for your business to communicate a variety of announcements (which we can help create and manage) such as charitable partnerships, special events, new research details and more. Public relations helps get newsworthy information from your company to reporters and therefore your target demographic, enabling you to manage social opinions of your business. Other roles of public relations include creating strategic partnerships, managing investor relations, crisis management, public appearances, acting as a spokesperson and more. It’s about reaching your target audience in a way that is meaningful using the right messages and avenues.
Contact us to discuss your needs.
Marketing
What is it?
Marketing is the management function that identifies human needs and wants, offers products and services to satisfy those demands and causes transactions that deliver products and services in exchange for something of value to the provider. (Center, Cutlip & Broom).
What does it mean?
Marketing is about reaching your target market using specific materials to help close or drive the sale. This encompasses point of purchase signage, brochures, direct mail/postcards, invitations, email blasts, branded packaging, business cards, letters, coupons, event programs, newsletters and more depending on the nature of your business. Using various graphic design elements and key copy points can increase the effectiveness of these marketing campaign pieces. Using industry standards (ie. the rate of return), we can help measure the success of each campaign to determine how to move forward with new initiatives.
Contact us to discuss your needs.
SEO (Search Engine Optimization)
What is it?
The more exposure your site has the higher your sales will be, period. SEO is a way to make your website as friendly to the web crawlers as possible, so that you have a higher page ranking and your website is seen by more viewers. This is possible by integrating targeted keywords into your site that have relevancy, on a regular basis. Every week new word combinations are searched by the public depending on seasonality and other factors and it is important to keep your site up to date. There are paid and free tools available to find the best keywords to integrate into your site. Depending on your budget we can make recommendations that make sense for you. For example, free tools include: inventory.overture.com, adwords.com and wordpot.com whereas paid tools include wordtracker.com.
What does it mean?
We can research the key terms that are relevant to your specific industry and product mix. These key terms need to be highly searched by the population on the top two search engines: yahoo and google as well as be very specific to your company. Ideally these terms are not used by your competitors. Popular search terms that are unique and used scarcely will make your site differentiated. Using these terms we can write copy to be incorporated into your website in order to optimize it.
Contact us to discuss your needs.
SEM (Search Engine Marketing)
Search engine marketing is a way to help drive traffic and sales to your website through pay-per-click campaigns. Google adwords and yahoo adwords are the main players in this game. Depending on the nature of your business different strategies are recommended, for example: sponsored links vs. keyword searches.
What does it mean?
We can create an effective adword campaign that will drive NEW traffic to your site. When someone searches one of your “key terms” that is in your campaign a google ad will appear on the right hand side of the screen. When the compelling ad is clicked on, driving this person to your site you will be charged a nominal fee (anywhere from $.01 to $5) per click. As more history develops this campaign can be optimized, by spending more on the successful campaigns that have a high conversion rate (clicks turning into sales).
Contact us to discuss your needs.
Tracking
Clipping services exist. Another route is to generally keep your eye out in the publications you submit information to and become your own clipping service. If you are passionate about your business and your industry, this comes easily. Another great way to track “media hits” is through a free service on google known as google alerts. As your consultant we are happy to set these free resources up for you, including many others.
Contact us to discuss your needs.