How To Pick A PR (Public Relations) Agency

PR Agency

How To Pick A PR (Public Relations) Agency

This is a really difficult time for businesses from a publicity standpoint. A global pandemic, mass layoffs and a presidential election are taking up most of the media space, both online and offline.

What should a business owner, who is looking to get publicity for their business do? Should they keep their PR in-house, or should they go and hire a PR agency?

To answer that question, and talk more about how do you pick a public relations agency, I spoke to PR expert Karyn Martin from Golden Thread Agency.

Do you stay in-house with a PR team or a person or do you bring in a PR agency? There’s a number of factors to consider here in making that decision. Certainly budget, bandwidth… 

Whether you’ve got somebody in-house or an agency team or person, there’s a financial commitment there that you’re making to public relations.

Certainly I’ve been an agency person for decades and now I’ve stepped out on my own, and I’d like to think that the position that I’m in now I’m best suited to be helping clients make decisions like this, to suss it out based on those factors that we can look at.

And while I do think that financially it’s going to be probably less expensive to go with an in-house person, you have to look at the trade-offs for that.

One of the trade-offs is losing the technology resources that a PR agency has access too. If you manage your PR in-house, can you afford to invest in the tools needed to accurately measure the success of your PR efforts? That’s why you have agencies who spend tens of thousands of dollars, if not hundreds of thousands when you get to the bigger agencies on technology.

Hybrid Model

One popular option is to hire a consultant or small PR agency to work with internal teams. The Consultant or agency can develop the strategic approach and PR blueprint, that the inside team can then go and execute against.

Six Questions To Ask Before Hiring A PR Agency

1. Is there a fit?

Your PR agency is your voice to the outside world so who will be working on your account is critical. In a big agency, the top manager pitching the agency’s service may not be working directly with you. The agency may assign the job to less experienced professionals. Ask to meet all team members who will work on the account to examine their backgrounds and track records. Meeting all the personnel will give you an idea of the chemistry that will evolve between the agency and your business.

2: Big agency versus small agency?

There are advantages to both small and large agencies. Small pr agencies offer direct, personal service. Small firms are usually more flexible on pricing. The individuals who actually do the work are usually the same individuals who pitched you. Larger firms usually operate in teams that offer more viewpoints, varied talents and experience, flexibility and manpower. They usually take on clients with larger budgets.

3: Agency and Industry Experience.

Does the PR agency have proven experience and results working with similar companies to yours? A PR agency that has experience in your vertical will be able to get results quicker, than someone who has not worked in your market before. Beware of conflicts of interest if other clients are direct competitors, and agencies that cannot differentiate your company from competitors in the sector.

4: Media Connections

Has the agency achieved the type of media placements that you expect to get across print, broadcast and online media? Is the agency well-versed in managing remote media interviews?

5: How do you incorporate social and digital media in your PR campaigns?

PR is now closely integrated with social media. Look for a PR agency or consultant who is familiar with these trends and, more importantly, knows how to harness them for PR. Ask for specific examples of how they’ve used digital or social to help a client reach their goals.

6: How do you measure success?

How will you and the agency measure success? Learning what metrics they prefer will help gauge their PR measurement abilities. High-quality PR agencies now use PR metrics such as share of voice, message resonance and changes in brand sentiment over time.

Fill out the form below if you are interested in learning more about our PR services. 

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How To Improve The Performance Of Your Business Facebook Page

How To Improve The Performance Of Your Facebook Business Page

A recent article by Neil Patel on quicksprout.com titled How to Steal Your Competitor’s Facebook Fans highlighted one of my favorite Facebook analytics tools, Fan Page Karma .

Fan Page Karma allows you to analyze any Facebook business page as well as compare any two Facebook business pages head-to-head. The software offers tremendous insight into what is working and what is not working with a company’s social media marketing strategy.

When we first meet with clients to talk about their current Facebook business social media strategy they usually have two main concerns:

  • They are not happy with the performance of their Facebook business page and want to know what to do differently.
  • They want to know what and how their competitors are doing on Facebook.

The first step in analyzing the performance of a Facebook business page is to compare it to a competitor’s. When we do that with Fan Page Karma, this is the type of data that we get:

Facebook Ads Case Study
Facebook Page Competitive Analysis

What I like about the data from Fan Page Karma is that it gives me a high level view about what is working and what is not. What is the growth rate of the fans? Are they engaged with the content? Is the company interactive with fans or are the interactions one-way?

From those results, I can dive further into a more in-depth review. For example, one of the things we analyze is the type of posts that clients make on Facebook?

Facebook Page Content Analysis

For example, the data tells me that the client (bottom right) mainly posts pictures on Facebook, while its competitors post a lot more links and status updates.

So what type of content is right? To answer that question you need to know what type of content has the highest level of engagement.

Facebook Engagement
This is a familiar four-section quadrant with the upper right quadrant being the most desirable one. From looking at the engagement level it is clear that pictures (red) do provide the highest engagement levels while video (green) and links (yellow) have the lowest level of fan engagement. Based on this data, one of the recommendations to our client was to continue posting pictures and to cut back on posting videos and links as their fans were not as engaged with that content. To find out more about how you can produce more engaging content on Facebook, contact us today.
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Want More Live Conversions From Your Google Ads?

Google Ads Call Tracking

Want More Live Conversions From Your Google Ads?

Years ago I was talking with a client about a new campaign we were launching. I asked him how he would measure success. He pointed to the telephone and said “that will ring more often!”

Fast forward to today, business owners still want their marketing efforts to make the phone ring. Nearly half of all marketers say that driving phone calls from paid search ads is their top priority. Today Google Ads allows us to build “connect to call” features right into your ads. These ads are perfect to make it easier for potential customers to reach you. Would you like to get started? Let’s Start Strong together! Start Strong is our new Economic Recovery program to maximize and optimize your marketing efforts.

What is Google Connect To Call?

Google’s Connect To Call feature (also called Google Ads Call Tracking) allows you to track the number of prospective customers called your business after seeing or clicking one of your paid ads. Paid ads include Google search ads, Google call only ads and Google My Business listings.

 Why implement Google Ads Call Tracking in your ads?

Did you know that 43% of all search-related conversions happen over the phone? And that 65% of businesses find their most valuable customers are calling them because they are ready to do business?

People actively searching for your products and services are doing their research. When they are ready to buy, they are ready to talk. You can make it easier to start the conversation using Google Ads Call Tracking features.

What are the benefits of Google Ads Call Tracking?

In addition to providing you with a reliable, accurate and quantifiable way to track the effectiveness of offline conversions and phone conversations, Call Tracking also gives you actionable insights and comprehensive reporting on the true return of PPC investment – leads.

Google Ads Call Tracking allows us to:

  • Set up the minimum length of call before it becomes a conversion. This allows us to filter out non-buyers meaning we can focus on reaching the people most interested in your product or service
  • See which keywords, ads, ad groups, and campaigns are best at driving the most valuable phone calls to your business.
  • Understand your return on investment (ROI) and make better informed decisions about your ad spend.
  • Use automated bid strategies (such as target CPA) that automatically optimize your campaigns according to your business goals.

Types of phone call conversions you can track

There are three types of phone call conversions you can track via Google Ads:

  • 1. Calls from ads: Track calls made directly from call-only ads or call and location extensions used in your ads. You set a minimum call length, and every call that lasts at least that long is counted as a conversion.
  • 2. Calls to a phone number on your website: Track calls made when someone clicks on your ad, then calls the forwarding number we display on your website. You set a minimum call length, and every call that lasts at least that long is counted as a conversion.
  • 3. Clicks on a number on your mobile website: Track calls made when someone clicks on your ad, then clicks on a phone number, button, or link on the mobile version of your website. In this case, we can only track these clicks, not the phone calls themselves.

What’s possible for your business if the phones ring more often now? Would you like to get started? Let’s Start Strong together! Start Strong is our new Economic Recovery program to maximize and optimize your marketing efforts. Let’s have a conversation!

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The Art Of Storytelling Through Data

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The Art Of Storytelling Through Data

In this episode of Five Questions with… I am talking with JLA Analytics founder Julie Alig about the art of storytelling with data in business and how to present complex stories with data. This is part two of the interview. You can find the first episode on Visual Storytelling With Data here.

How do you come up with the question that you're going to tell the story around?

Definitely in a conversation, it’s a back-and-forth with the customer. That’s the way I do it. That’s the way I’ve found the strongest results come out.

I might be the person in the room who has the most experience with research methodology, with statistical tools, this, that, the other. I’m not the subject matter experts of what my clients are. In my mind, any good research project – kind of like this – needs to be a collaboration between the subject matter expert and the people with the tools and expertise. 

Working with my clients, I really like to have that kind of conversation or communication continue, and if anything I like to over-communicate, because I want to make sure that I’m going in the right direction. I think I responded to one of your posts on LinkedIn and said something like,”Let your client, or their questions, be your North Star.”

That needs to be what I’m focused on. That’s where I find the best results with my clients.

Four Tips To Successful Storytelling

I sit in all these meetings, I get Powerpointed to death, with slides with a gazillion data points on them. We spoke about taking this data, understanding the North Star, answering the questions, pulling it together so you can tell a story with it, but now you have to deliver it.

What’s your tips and tricks for boiling that down, putting it onto paper so that people in the room can understand it and so when it gets passed around outside the room they can still follow the story.

That’s the question isn’t it? That’s the 64 million dollar question!

I think that’s where a lot of your skill and expertise come into play. You really have to distill down all the findings into something very short and small. I forget who but there was a British author who said,

"I would've written a shorter letter if I had the time."

1. You have to be concise and get right to the point.

 I would say the tip is: A – keep going back to those original questions and make sure that you’re still focused on those. B – I really get a lot out of visuals.

2. Communicate so much with visuals

I was just on a call with a colleague last week, and she was talking about a process, and I whipped out my journal and drew a little picture, and held it up for her, and she was like,”that’s exactly it!” She got it.

So I think we’ve all been in those situations. The danger though is that you’re going to load up too many ideas and too many concepts into one poor little graphic or image. I really like using maybe a couple of visuals to tell a story, and in a storyboard kind of manner.

3. Stick to the basics, and throw everything else in the appendix.

 That’s kind of what I used when I was writing my dissertation in grad school. All those great supporting analyses, stick ’em in the appendix.

I love that storyboard analogy. It’s like these are the ones you can always pop out and say, “Okay are we gonna use these images in this order? Is it telling the story that we want?” Instead of “well there’s a slide, and now there’s another slide…”

4. That you and your client or customer are on the same page.

 So, especially from that first slide, statement of the problem, statement of the question, and what you’re going to do with it.

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Visual Storytelling With Data

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Visual Storytelling With Data

In this episode of Five Questions with… I sit down with JLA Analytics founder Julie Alig to talk about visual storytelling with data. This is part one of a two-part interview.

Can you tell the audience a little bit about your background Julie?

At heart, I’m basically a storyteller. As I look back I’ve really always been interested in stories. It was in grad school that I really got interested a lot more in data, using data and marrying that with stories to be able to really have an impact. I went to the University of Chicago, I got my doctorate in Political Science, I did a lot of work in quantitative methods, survey research, that sort of thing.

What I really wanted to do was be able to understand how to use data, and how to use it in a very honest, methodologically rigorous way, so that people could really feel what the story is in it, and beyond that to figure out, “what do we do with that? Where do we go next?” 

And so that’s what my company does. We work with clients that have a lot of data and don’t know what story it’s telling, and who need someone with the tools and the expertise to come in and work with them to figure out what’s going on and plot a course for going forward.

Common basis of understanding

With COVID-19 there’s just so much data that’s out there. I think Andrew Cuomo has done a really good job of visual storytelling with data by condensing it down into understandable parts.

Most data analysts do not do this. When you have a complex dataset, what are some of the tips and tactics that analysts can use to sort of take that and tell a story around it that people understand.

With a complex data set, you can answer a whole lot of questions, and you can do a lot of really fun stuff. I think we’re all pretty aware of all the powerful machine-learning algorithms out there, a lot of these very, very complex statistical analyses. I find, honestly, that if you can’t tell a story, even if it’s a complex story, if you can’t tell it in a very simple way then what good is it?

 You might have all of this data, you might have these really cool hierarchical clustering algorithms or whatever you call them – logistic regression of whatever – but if you can’t get down to and answer that question that your customer or client has then what good is it?

I think that’s where thinking of this in terms of visually telling a story with data helps me, and I think it helps other people to think about breaking that down. The first thing you need to do as a practitioner when you start having a conversation about a really complex topic is to make sure you find a common basis of understanding with your audience, with our client.

If you don’t have that common basis, that foundation from the get-go, you’ve lost them. It doesn’t matter how great your R2 is or this, that, the other. It’s over their head and you’ve lost them, and what good is it then?

So I really try to stay true to what the original questions were, and really think about how someone is going to use the data. We all fall under these traps of going off on tangents or going down rabbit holes. For me, analysis is really iterative.

Coming back to the questions, answering a few more questions, coming up with a few more findings, and then going back and iterating. Almost like a palimpsest.

Presenting too much information

What I find a lot of times is that analysts we work with or have seen elsewhere, they’re so focused on showing that they’re the smartest in the room that they just go really deep. They lose everybody, because yes they are the smartest one, because they own the data, but you have to be able to – as you say – bring that up to that story point at the top that says, “these are the terms that we can all understand, and this is the story part that’s around that.” 

That’s powerful when it works, it’s a really tough meeting when it doesn’t, when you go too far with that.

Yes And full disclosure, I’ve been doing this for 20, 25 years, I was a young analyst way back in the day! There is something really cool about when you’re able to find something that allows you to dig and dig and dig, and come up with something. You get excited about it and you want to share it!

I’m sure I’ve been guilty of that in the past, but you need to come back to,”Okay, so what? What are we gonna do with this? Does it really answer the question?” 

And if it doesn’t, okay, let’s stick a pin in it, stick it over here in the parking lot and get back to the question at hand: how can we really help the client or the customer to make a difference?

 

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Consumer Insights And Behavior – Part Two

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Consumer Insights And Behavior

In this episode of Five Questions with.. We’re continuing our conversation with Captify CEO and co-founder Dom Joseph about pulling some insights into how  consumer behavior has changed as a result of  the Coronavirus. Part one of our conversation about changing consumer behavior and consumers in a COVID-19 world can be found here.

What are some consumer insights you have on the type of messaging that resonates with consumers today?

I think there’s been some very clever stuff coming out from some brands that have managed to move quickly. I do think some messages have been a bit ‘done-straight-away’. 

I saw a funny meme yesterday that got sent around about brands trying to evolve their messaging to the emotional state of the country right now but still trying to sell their product straight away afterwards. Consumers will really see through that sentiment.

It’s a tricky one for brands to work out. I think they’ve probably got to try a few things and iterate and find out what

I think this causes a lot of problems for a lot of companies because often the link between creative and media buying strategy is so disparate that actually a lot of brands won’t be able to move quickly enough. They won’t be able to adopt and listen. You’ve got to have a different message right now.

One of our biggest clients, KFC , were very, very quick to change. Their slogan is normally ‘finger lickin’ good’, and right now we’ve been told not to touch our faces! I was very impressed with how quick they were to do that. So, some brands are able to change their messaging and make it right for the scenario, and a lot of others are going to really struggle.

Again, we’re just here to help. If consumer insights can help inform that creative strategy, and if we can help with the creative build, then that’s something that we would do. Then, we can offer to help you guys out. I do think that companies have got to evolve it right now. You have to really understand your audience, which is a very difficult one to work out.

Who does Captify work with?

https://www.captify.us/We work with about 700 brands around the world. Most of it is still with agencies. We’ve really built up a lot of our setup focused on servicing agencies. However with a lot of our agencies, we’re starting to get a closer integration with the brand itself. That is very much of interest, because what we don’t like is being too cut off from really getting the best out of our product. 

The best way to use Captify ‘s product is in combination with the client’s data, so we can actually look at the full end-to-end customer journey. We can overlay our first-party client’s data on our data to see and understand the search behaviors of their users and that allows us to be able to pull the consumer insights from the data. 

If we can match all the search data we already have on those users it gives us a much richer understanding of what your existing or high-value audiences have been doing over the last twelve months, what have been the trigger points. 

If we can get to that level of integration with a client then we’re able to do much more stuff together and the consumer insights get more powerful, the way that you can react quickly and customize content is more powerful. 

The ideal client at Captify is one where we are using our product to its full capacity to inform everything from strategy to buying, all the way through to measurement. We really strive as a business to be a core partner that can be used at all stages in that journey. There’s no specific brand, we work in every vertical, but our biggest verticals are travel, automotive, finance and retail.

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Three Ways To Increase Conversions From Your Website

Three Ways To Increase The Conversion Rate Of Your Website

When a client says that they want to generate more leads, sales, revenue from their website, the most common tactic is to focus on increasing traffic, whether that is through increasing the PPC and/or social media budgets or adding more content in order to attract more organic search traffic.

One option that is often overlooked is increasing the conversion rate. For example:

  • 1,000 visitors with a 2% conversion rate = 20 sales
  • 1,000 visitors with a 3% conversion rate = 30 sales

That is a 50% uplift in results!

How do you achieve that? Here are three ways you can increase the conversion rate of your website.

1. A/B Test

A/B or split testing allows you to test two alternative versions of your page (page A and page B) so see which one has the highest conversion rate.

Conversion Rate Optimization

There are a lot of different things you can test on a page, but these are the three that I start with:

  • The headline. You should have a strong, convincing and believable headline that promotes the main offer. The legendary ad guru David Ogilvy once said: “On the average, five times as many people read the headline as read the body copy. It follows that, if you don’t sell the product in your headline, you have wasted 80% of your money.“
  • The offer. What is it that the customer is getting for their money (how is it all described and laid out).
  • The size of your order buttons and the wording of call to action (e.g. “Join now and get access to XYZ” vs “Sign up”). For software products the primary call-to-action should often be the “demo/trial”, not the “checkout/purchase” buttons. Enlarging your action buttons usually helps.

2. Optimize Your Form

ImageScape reduced the number of form fields from 11 to 4 and saw a 160% increase in the number of forms submitted and their conversion rate increased 120%.

Here are three ways you can improve the conversion rate of your form:

Test the button copy:

One of the easiest changes to make on a form. Instead of using the generic “Submit” text, tests have shown a higher conversion rate using “Click Here” and “Go”.

Conversion Rate Optimization Example

Form length really does matter:

Expedia has done a lot of testing on what is the idea length of form, and they found that by eliminating company name from a form they were able to increase profits by $12m.

Conversion Rate Optimization

Require Unnecessary Information

Testing has shown that reducing the length of a form from 11 fields to 4, can increase conversion rates by as much as 120%.

What changes can you make to your form?

3. Focus On Google Analytics

One of the most overlooked tools that can be used to improve conversion rate optimization is Google Analytics.

  • What are the most common paths that people are taking on your sight?
  • Where are they getting stuck or dropping off?

In the Conversions section of Analytics you can review your conversion funnels. By looking at the Funnel Visualization below, we’re able to see how many users dropped off from each step, indicating areas of optimization.

As we can see, it breaks down that we have a significant number of people dropping off after they reach the cart page. Maybe there’s an area for optimization to reduce that drop-off amount.

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Need help increasing the conversion rate of your website? Need your landing page audited? Then contact us today and start converting more traffic into leads, sales and revenue.
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Consumer Behavior And Insights

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Consumer Behavior And Insights

In this episode of Five Questions with.. we’re chatting with Captify CEO and co-founder Dom Joseph about how  consumer intent and consumer behavior has changed as a result of  the Coronavirus.

Who is Captify?

Captify is the largest holder of search data outside of Google . We essentially bring in search data from publishers all over the web. Consumers who are searching outside of Amazon and Google for holidays, cars, different types of products, even just researching things in life and so on, we bring all that search data in and then use it to provide ad campaigns and insights to our clients. 

We bring in about 46 billion searches a month and Google does about 110 billion, so it has a relatively large scale, but we’re really focused on consumers who are specifically a little bit further down the funnel. You might actually use Google to research a topic, but since you want to buy something you would actually then go to the next level of publisher or partner, and those are the companies we work with.  It’s the on-site search data from those partners that provides us with the consumer insights.. 

We  provide value to our clients through consumer insights, using the data to derive the interest and intent that users are showing, informing media buying strategies with it. 

For example if you’re looking to sell more cars, it’s helpful to look at how consumers are searching and going through the consideration phase and then engage them across all channels from CTV to video and display native. A true omnichannel view of consumer behavior and the buyer’s journey.

How has coronavirus changed Consumer Behavior?

What we’re seeing is that obviously as Coronavirus broke there was a very abrupt change in consumer behavior. We have moved past the crisis and panic mode, and now we’re seeing a real shift towards people looking for a positive presence in their lives. 

We’re seeing higher trends in movies that provide comedic relief and escapism from the constant barrage of news. I know for one that I’m certainly doing that myself. I’ve stopped watching the news, I’m just tired of seeing day-by-day how many tens of thousands of people are affected, it’s all got a bit too much.

Another change in consumer behavior we are seeing is that consumers are really searching in a different way. We are seeing a huge rise in people searching for specific products, everybody looking for fitness stuff as well as home appliances to really enhance the way they’re spending their lockdown. 

Home office is also a big one, we’ve seen a huge amount of that. We’ve seen a huge amount of spend from our clients in all of these verticals.

So, despite the fact that many advertisers are clearly paused we’re still seeing that actually some of them are going for it in quite a buoyant fashion. Some sectors are clearly going to be in a very good way from this, everybody that’s advertising around food and home office and such, as I said. That’s reflected in the search behavior that we see.

We’re also seeing parents looking for new toys and new methods to entertain their children. Everybody’s starting to run out of ideas now having had this prolonged period indoors. 

I think generally the consumption on the internet and watching videos is so much higher right now too, which in combination with our search data is evolving to the areas I mentioned above. 

We’re also seeing a huge influx in video inventory, which has led to a big opportunity for advertisers to take advantage of perhaps cheaper inventory, and more being available in CTV and so on. That in turn is shifting advertiser patterns as well.

You can hear more of our interview with Dom Joseph on our YouTube channel.

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