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Public Relations

How to Create an Effective Customer Journey Map

May 24, 2019


According to Harvard Business Review, a customer journey map illustrates the steps your visitors take when they engage with your company, which could be products, services, online experiences, and so forth. The map allows you to gain a clearer insight into your audience’s motivations, needs and pain points as they move through the conversion funnel.

If you have yet to create a customer journey map for your audience, now is the perfect time to start. There are endless benefits that come with it that can help you understand your target market so you can serve them better.

Why you need a customer journey map

You might be wondering why your business needs a customer journey map in the first place. For one, it helps you find out more about your visitors so you can provide them with a seamless user experience. A journey map also helps you refine your target market so that you aren’t trying to target too broad or general an audience. The more you can narrow down your target, the better off you’ll be.

According to the Huffington Post, only 34% of businesses have implemented a customer journey map into their marketing strategy, meaning that too few marketers understand its importance in business growth and success. You can stay one step ahead of your competitors by creating a CJM that’s effective and brings about results.

Create customer personas

You should already have customer personas, or buyer personas, created for your ideal customers so you have details on how to cater to their needs. If not, now is the perfect time to flesh them out. Include as much information as you can, including their demographics, buying behaviors, income, education level, issues they need to be resolved, and more. Monitor your analytics to get this information or …

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How to Find the Right PR Firm

May 14, 2019


Small and midsized companies often outsource their PR work entirely to agencies to control cost and payroll while still tapping into important opportunities for increased exposure and growth. On the other hand, enterprise businesses generally employ a dedicated PR team, which will hire and work hand in hand with the company’s PR agency to, among other things, execute broader organizational objectives, conduct media outreach, assist in crisis communications and develop key messaging and more.

But every business, every industry, every CEO and every marketing/communications/PR team is different – and therefore has their own unique set of needs and goals for a PR engagement. So how do you determine if a specific PR agency isn’t just good at what they do, but is the right fit for your business?

While finding the right agency can often feel like spinning a roulette wheel, it doesn’t have to. Asking a few key questions up front and knowing what to look for in an agency’s responses can go a long way toward helping identify an agency that can deliver and help contribute to your company’s broader objectives. Some questions you should be asking include:

How are you going to get us covered if we don’t have a lot of news?

This is crucial. Not every business has a steady stream of important product or organizational news to drive coverage. Even the biggest companies will have lulls. You want to find a PR agency that won’t use company announcements as a crutch, or as the sole driver for enhancing your visibility and media presence.

Pay attention to how they plan to make you a part of broader media stories in your industry, in your local markets or otherwise of interest to your target audience. Are they planning to establish a thought leadership program to proactively …

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Seek Out These Opportunities at Your Next Trade Show

May 10, 2019


There are many opportunities at trade shows that businesses should take advantage of if they want to get more exposure and open up new avenues of business. Consider the following opportunities to increase your ROI at your next trade show.

Set meetings with industry press

If your business is offering a new product or service, a trade show is an excellent place to unveil it. There will be a lot of industry press at the trade show and if you’ve proactively set meetings with them, your business can capitalize on some much-needed publicity and brand awareness.

It’s important to start reaching out three to six months in advance in order to get on industry journalists’ schedules. Give them a reason why you want to meet; let them know that you’ll be releasing a game-changing software or that you’ve got some exciting new products to unveil.

Meet with potential partners

Most exhibitors like to have a semi-private meeting room or set up tables and chairs at their trade show booth. Often, this is because they take meetings during the show with other businesses to find out if there are synergistic opportunities for a partnership. For instance, this could include licensing deals or exclusive arrangements between complementary products. If you’ve been eyeing a few businesses that it might make sense to meet with, reach out a month or two in advance to set up meetings with key people while you’re at the show. 

Editor’s note: Need a trade show display for your business? Fill out the below questionnaire to have our vendor partners contact you with free information.

 

Sponsor an event or station

A great way to publicize your business’ presence at the trade show is to sponsor something. Sponsorship can bring a lot more attention and drive traffic to both …

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How to Create an Effective Public Relations and Branding Strategy for Your Business

May 6, 2019


The businesscompany.us community is a place where business owners and professionals can come together to learn from each other. Those looking for advice can solicit it from their peers, while others are able to share their extensive expertise with those who need it.   

It’s that peer-to-peer give and take that makes the community such a valuable part of businesscompany.us. Overall, the site has more than 180,000 members from around the globe. The community is able to thrive like it does because of our members’ eagerness to drive conversations, whether through asking questions, answering questions or contributing articles.

Each month we spotlight one of our community members for their contributions. This month we are recognizing Kailynn Bowling, co-founder of ChicBlvd Inc., which founded and owns three divisions – the retail and branding firm ChicExecs, ChicBlvd Magazine, and Fashion Audio LLC.

Sharing PR advice

Bowling is an active member of the businesscompany.us community, in terms of both answering questions and contributing articles. Bowling has recently answered questions on a range of topics, including how to create some media buzz for a startup.

For instance, Bowling has advised the community members regarding multi-pronged approaches to marketing and public relations. She said it starts with creating a personal blog that includes tips and tricks within your expertise area.

“It’s important to already build yourself as a thought leader in the industry so you can use those blogs to show the media and bloggers what unique insight you already have to offer,” Bowling wrote. “The best part is that you have control of your blog so you can get as much content out there from the get-go. Make sure to amplify these blog posts on your LinkedIn and social media.”

In addition to the time she spends answering community questions, Bowling has contributed several …

Read More

How to Create an Effective Public Relations and Branding Strategy for Your Business

May 6, 2019


The businesscompany.us community is a place where business owners and professionals can come together to learn from each other. Those looking for advice can solicit it from their peers, while others are able to share their extensive expertise with those who need it.   

It’s that peer-to-peer give and take that makes the community such a valuable part of businesscompany.us. Overall, the site has more than 180,000 members from around the globe. The community is able to thrive like it does because of our members’ eagerness to drive conversations, whether through asking questions, answering questions or contributing articles.

Each month we spotlight one of our community members for their contributions. This month we are recognizing Kailynn Bowling, co-founder of ChicBlvd Inc., which founded and owns three divisions – the retail and branding firm ChicExecs, ChicBlvd Magazine, and Fashion Audio LLC.

Sharing PR advice

Bowling is an active member of the businesscompany.us community, in terms of both answering questions and contributing articles. Bowling has recently answered questions on a range of topics, including how to create some media buzz for a startup.

For instance, Bowling has advised the community members regarding multi-pronged approaches to marketing and public relations. She said it starts with creating a personal blog that includes tips and tricks within your expertise area.

“It’s important to already build yourself as a thought leader in the industry so you can use those blogs to show the media and bloggers what unique insight you already have to offer,” Bowling wrote. “The best part is that you have control of your blog so you can get as much content out there from the get-go. Make sure to amplify these blog posts on your LinkedIn and social media.”

In addition to the time she spends answering community questions, Bowling has contributed several …

Read More
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