Understanding how to match client goals to your agency's reporting back to them will not only make you more successful in your strategy but will also get you more referrals.
Bridge the gap between content creation and marketing strategy with usable, s...DemandSphere
How to collect data that will help you gain insight into your own content marketing efforts, and share usable data with your team and organization to increase revenue.
Compelling content is at the heart of every successful marketing strategy today, the fuel for your Demand Generation engine. Learn how to create it and where to put it.
ADMA Certificate In Digital Marketing - Paid Media PresentationBe Media Be Media
Scott Forrest, Digital Strategist & Head Of Digital Services at Be Media, presents a quick overview of Paid Digital Media in Australia to professionals in the ADMA Digital Marketing Certificate course in Perth on 26.10.17
Start your stopwatch because you’re about to learn to create a content marketing plan in 60 seconds or less by filling in the blanks in this sentence…
Ready?
On [DATE], [WRITER] will publish a [POST TYPE] using [VEHICLE] about [CATEGORY].
There are 5 elements you need to include in an effective content marketing plan...
1- Date
2- Author
3- Post Type (How-To Post, List Post, etc)
4- Vehicle (text, video, audio, image)
5- Category (The broad topic of the post)
The key to a healthy blog is to mix up the POST TYPE, VEHICLE, CATEGORY and even the WRITER to create a rich and interesting collection of content.
To learn more about the various POST TYPES available to you click the ‘POST TYPES’ tab in the Content Marketing Plan spreadsheet.
Once you’ve filled in the blanks in this sentence, transfer it to the Content Marketing Plan Spreadsheet like this one...
Unique creative content is integral for a comprehensive marketing plan. However, content isn’t simply just good writing. This guide to creating a content marketing plan will help you to understand the importance of a cohesive dynamic approach to content that will help you increase your search engine rankings and keep you ahead of your competitors.
Bridge the gap between content creation and marketing strategy with usable, s...DemandSphere
How to collect data that will help you gain insight into your own content marketing efforts, and share usable data with your team and organization to increase revenue.
Compelling content is at the heart of every successful marketing strategy today, the fuel for your Demand Generation engine. Learn how to create it and where to put it.
ADMA Certificate In Digital Marketing - Paid Media PresentationBe Media Be Media
Scott Forrest, Digital Strategist & Head Of Digital Services at Be Media, presents a quick overview of Paid Digital Media in Australia to professionals in the ADMA Digital Marketing Certificate course in Perth on 26.10.17
Start your stopwatch because you’re about to learn to create a content marketing plan in 60 seconds or less by filling in the blanks in this sentence…
Ready?
On [DATE], [WRITER] will publish a [POST TYPE] using [VEHICLE] about [CATEGORY].
There are 5 elements you need to include in an effective content marketing plan...
1- Date
2- Author
3- Post Type (How-To Post, List Post, etc)
4- Vehicle (text, video, audio, image)
5- Category (The broad topic of the post)
The key to a healthy blog is to mix up the POST TYPE, VEHICLE, CATEGORY and even the WRITER to create a rich and interesting collection of content.
To learn more about the various POST TYPES available to you click the ‘POST TYPES’ tab in the Content Marketing Plan spreadsheet.
Once you’ve filled in the blanks in this sentence, transfer it to the Content Marketing Plan Spreadsheet like this one...
Unique creative content is integral for a comprehensive marketing plan. However, content isn’t simply just good writing. This guide to creating a content marketing plan will help you to understand the importance of a cohesive dynamic approach to content that will help you increase your search engine rankings and keep you ahead of your competitors.
Overview on Marketing: Inbound Marketing vs. Outbound Marketing. Presentation details the best methods to use for marketing to today's social, connected business community and consumer.
Here is your Complete Digital Marketing Strategy, Plan, Worksheet, Content Calendar Template for 2019.
A step by step plan including Business Objectives, Budget, Resources
https://www.webmarketingacademy.in/
Understand how the Amazon algorithm works exactly. Only then can you increase product visibility, sales velocity, and ranking.
Join this sponsored ThinkTank webinar as we bring in Pat Petriello, former Amazonian and CPC Strategy’s Head of Marketplace Strategy, to debunk common misconceptions and answer questions that brands have around Amazon SEO and unpack the A9 ranking algorithm.
Tips & Tricks for Digital Marketing Campaigns this Christmas Semrush
Patrick Conway from AdRoll’s Account Management Team gives expert advice and often-overlooked strategies to deploy in your marketing campaigns for Christmas.
Monthly Digital Marketing Planning Template – Plan your monthly digital campaignTrinfinity
Having a solid digital marketing plan for every month may seem like over
optimization but the benefits are indisputable. The sooner you can put a monthly plan into action, the sooner you will be reaping the rewards of Digital marketing – more leads, at a lower cost, generated by a completely scaleable strategy.
Use this template to create a detailed digital marketing plan defining the digital channel strategy for each major market/proposition to provide focus and direction for the future.
Make sure your digital plan is well integrated with all marketing communications and aligns with your business objectives.
Here’s a taste of what you’ll find inside:
- Setup Goals and Metrics
-Define your buyer personas
-Identify your marketing triggers
-Keyword strategy
-Outline your content strategy
-Design your marketing funnel
-Implement & setup support platforms
-Recruit for the skillsets you need
Published at <a>Trinfinity</a>
What Every Website Owner Should Know About SEO (Series: Digital Marketing Tip...Financial Poise
Many website owners assume their website will automatically start showing up well on Google as soon as it goes live. Unfortunately, this isn’t typically the case. With more than six billion websites in existence, just having a website isn’t usually enough to make it rank at the top of a Google search. In this episode we explain how search engine optimization (SEO) works. This is what makes a website rank well on Google. We also share actionable tips on how a website owner can improve their website rankings, and as a result, increase website traffic, leads and sales.
To view the accompanying webinar, go to: https://www.financialpoise.com/financial-poise-webinars/what-every-website-owner-should-know-about-seo-2021/
Custom Audiences: From Zero to Hero in 4 stepsTinuiti
If you’re looking to utilize Facebook advertising to hit record-breaking holiday profits – Join CPC Strategy, AdEspresso & AddShoppers for THE 2016 Facebook Advertising Summit of the year.
Road to Programmatic - An IAB Europe White PaperBoris Loukanov
The Road to Programmatic explores the operational models of agency and agency trading desks, independents and independent trading desks, programmatic services, client in-house and hybrid. It demonstrates the different levels of expertise and involvement required of the different stakeholders for each approach. This enables advertisers, agencies and publishers to develop their strategies and maximise value.
S.E.O and Search Marketing Strategy Guidepixelbuilders
This is our most recent S.E.O and Search Marketing strategy guide complete with news of Google's most recent algorithm updates: Panda 4.0 and "Payday Loans" 2.0. Once again we are following the S.O.S.T.A.C planning system to guide you through from situation analysis to monitoring and data analysis.
Simple adwords by mahesh gangurde with lt's digitalGangurde Mahesh
Let's Digital is a digital marketing company of Mr. Mahesh Gangurde based in Mumbai, India. We believe, great performance is produced with Passion and Perseverance. And that’s what who Am I!
Optimizing Your Facebook Dynamic Ads to Maximize ConversionsTinuiti
If you’re looking to utilize Facebook advertising to hit record-breaking holiday profits – Join CPC Strategy, AdEspresso & AddShoppers for THE 2016 Facebook Advertising Summit of the year.
How to Set Marketing Goals [+ 30 examples]Beth Farris
Before you spend time on marketing tactics, get clear on your goals! Define objectives, strategies, and tactics. Connect to the larger business mission. I explain how in this presentation.
Overview on Marketing: Inbound Marketing vs. Outbound Marketing. Presentation details the best methods to use for marketing to today's social, connected business community and consumer.
Here is your Complete Digital Marketing Strategy, Plan, Worksheet, Content Calendar Template for 2019.
A step by step plan including Business Objectives, Budget, Resources
https://www.webmarketingacademy.in/
Understand how the Amazon algorithm works exactly. Only then can you increase product visibility, sales velocity, and ranking.
Join this sponsored ThinkTank webinar as we bring in Pat Petriello, former Amazonian and CPC Strategy’s Head of Marketplace Strategy, to debunk common misconceptions and answer questions that brands have around Amazon SEO and unpack the A9 ranking algorithm.
Tips & Tricks for Digital Marketing Campaigns this Christmas Semrush
Patrick Conway from AdRoll’s Account Management Team gives expert advice and often-overlooked strategies to deploy in your marketing campaigns for Christmas.
Monthly Digital Marketing Planning Template – Plan your monthly digital campaignTrinfinity
Having a solid digital marketing plan for every month may seem like over
optimization but the benefits are indisputable. The sooner you can put a monthly plan into action, the sooner you will be reaping the rewards of Digital marketing – more leads, at a lower cost, generated by a completely scaleable strategy.
Use this template to create a detailed digital marketing plan defining the digital channel strategy for each major market/proposition to provide focus and direction for the future.
Make sure your digital plan is well integrated with all marketing communications and aligns with your business objectives.
Here’s a taste of what you’ll find inside:
- Setup Goals and Metrics
-Define your buyer personas
-Identify your marketing triggers
-Keyword strategy
-Outline your content strategy
-Design your marketing funnel
-Implement & setup support platforms
-Recruit for the skillsets you need
Published at <a>Trinfinity</a>
What Every Website Owner Should Know About SEO (Series: Digital Marketing Tip...Financial Poise
Many website owners assume their website will automatically start showing up well on Google as soon as it goes live. Unfortunately, this isn’t typically the case. With more than six billion websites in existence, just having a website isn’t usually enough to make it rank at the top of a Google search. In this episode we explain how search engine optimization (SEO) works. This is what makes a website rank well on Google. We also share actionable tips on how a website owner can improve their website rankings, and as a result, increase website traffic, leads and sales.
To view the accompanying webinar, go to: https://www.financialpoise.com/financial-poise-webinars/what-every-website-owner-should-know-about-seo-2021/
Custom Audiences: From Zero to Hero in 4 stepsTinuiti
If you’re looking to utilize Facebook advertising to hit record-breaking holiday profits – Join CPC Strategy, AdEspresso & AddShoppers for THE 2016 Facebook Advertising Summit of the year.
Road to Programmatic - An IAB Europe White PaperBoris Loukanov
The Road to Programmatic explores the operational models of agency and agency trading desks, independents and independent trading desks, programmatic services, client in-house and hybrid. It demonstrates the different levels of expertise and involvement required of the different stakeholders for each approach. This enables advertisers, agencies and publishers to develop their strategies and maximise value.
S.E.O and Search Marketing Strategy Guidepixelbuilders
This is our most recent S.E.O and Search Marketing strategy guide complete with news of Google's most recent algorithm updates: Panda 4.0 and "Payday Loans" 2.0. Once again we are following the S.O.S.T.A.C planning system to guide you through from situation analysis to monitoring and data analysis.
Simple adwords by mahesh gangurde with lt's digitalGangurde Mahesh
Let's Digital is a digital marketing company of Mr. Mahesh Gangurde based in Mumbai, India. We believe, great performance is produced with Passion and Perseverance. And that’s what who Am I!
Optimizing Your Facebook Dynamic Ads to Maximize ConversionsTinuiti
If you’re looking to utilize Facebook advertising to hit record-breaking holiday profits – Join CPC Strategy, AdEspresso & AddShoppers for THE 2016 Facebook Advertising Summit of the year.
How to Set Marketing Goals [+ 30 examples]Beth Farris
Before you spend time on marketing tactics, get clear on your goals! Define objectives, strategies, and tactics. Connect to the larger business mission. I explain how in this presentation.
Steve trahanas - ultimate guide to marketing objectivesStevetrahanas
Marketing objectives need to have an impact on the organization as a whole and the objectives need support from other departments for marketing to be seen as relevant. The Sales and Marketing relationship is far too often a struggle. The sales department wants to see more sales-qualified leads, and the marketing department says that they’re already providing them.
Data visualization is the art and act of presenting relevant information in appealing visual formats that provides information, education and actions insights to the end user.
How to Increase Nonprofit Revenue with a Marketing PlanBloomerang
https://bloomerang.co/webinars-events/
Want to plan marketing activities that support your organization’s mission and programs?
In this webinar, we share the process we use with our clients to create an effective and efficient marketing strategy.
For many organizations, key performance indicators (KPIs) are "basic" in name only and are tracked to meet compliance regulations or provide retrospective analysis. There is a need for smarter KPIs, says Michael Schrage, a visiting researcher at the MIT Initiative on the Digital Economy (IDE).
Measuring Your Business’ KPIs: A WhitepaperResults
http://info.results.com/rethinking_kpis | Results.com offers a comprehensive whitepaper to help you measure your business’ key performance indicators (KPIs). By learning what metrics best represent business success, you can create goals for success.
During each day, you will be taught a conversion tactic that can help increase your sales. The tactics will vary from tracking specific key performance indicators to running qualitative research studies (and if you don’t know what these things are, don’t worry as I will explain all of that in the guide as well).
http://codecondo.com/
On the off chance that you deal with a group, there's a decent shot you've known about key execution markers (KPIs). Notwithstanding whether you're comfortable with them or regardless you're asking, "What is a KPI precisely?" But I am sure that you never or seldom had to answer what is a ‘Good KPI and Bad KPI. Let’s takes a snapshot.
Getting started with marketing can be a scary prospect for small businesses. This slideshow goes through the basics of setting up a marketing plan that will help to grow your business.
Whatever your marketing needs, John Rowbottom Design and Marketing can help. To find out more, visit us at jrdm.com.au today.
The real deal with hiring, firing and building the best team for your businessDemandSphere
From Dallas Startup Week presentation on:
Knowing when to hire someone
Interviewing tips
What makes a good startup employee
How to let someone go
and more
Content Marketing Strategy on a Cocktail NapkinDemandSphere
According to Content Marketing Institute, 48% of marketers don't have a written strategy for content marketing efforts. Get started by jotting down your goals and messages on a cocktail napkin.
Marketing Analytics Dos and Don'ts of the Holiday RushDemandSphere
The holiday season is underway. Set your KPIs and gather your data to inform your content marketing strategies for 2015. Don't miss out on valuable Black Friday and Cyber Monday metrics.
GinzaMetrics defines how to create good content in your digital marketing efforts that will help your brand get found. Learn more about GinzaMetrics' search and content marketing platform at: ginzametrics.com. Sign up for our free 14-day trial.
SEO in Japan: The Definitive Guide to SEO and Inbound Marketing WebinarDemandSphere
We’re kicking off our webinars this year with a focus on International SEO. 2012 is the year that many of our customers are focusing on taking their brands and ecommerce businesses global.
This webinar was presented by Shawn Finn, Associate Director of Search, at Outrider Japan and Ray Grieselhuber, CEO and Co-Founder of Ginzametrics.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
2. Why are we talking about this?[ ]
Better reporting keeps you from being unknowningly at odds with clients
Get more client referrals because you achieved real, measurable goals
Keep clients longer because you haven’t missed larger organizational goals
3. Let’s talk about…
Figuring out what the real goals are
Setting up reporting to match them
Appropriate benchmarks & baselines
5. Clients may not always be up front
about their real goals.
They don’t trust you yet.
(Hurts to hear, doesn’t it? You’ve been nothing but nice to them.)
They think certain things have “nothing to do with PR.”
(This one is due to decades of misunderstanding about what PR actually is.)
I’m sure you’re shocked.
Why would they do something this crazy and destructive?
They don’t actually know what their own organizational goals are.
(Whoops… This one is usually the scariest.)
6. What now?
You need a plan of action going into your
initial client conversations.
Have
SPECIFIC
&
MEASURABLE
questions
about
goals & KPIs
And demand
SPECIFIC
&
MEASURABLE
answers
even if they have to come
back with them later
7. Details you need
➡ What is your client being measured on?
➡ What constitutes success to their boss? To their
executive team?
(does it track back to your client’s goals? if not - time to start asking questions.)
➡ What does their internal reporting include?
(is it the same as what you’re reporting on - if not - why?)
You have to know this. If you’re working with someone that
doesn’t know and won’t find out, or knows and won’t tell you
- RUN AWAY.
8. Real goals for real people
➡ Increase revenue from $3M to $4.5M YoY
➡ Increase conversion by 12% in Q3
➡ Increase website traffic from 100,000 new
visits per month to 125,000.
Goals need to be measurable with a numeric value.
No matter what.
Even if you have to assign a numeric measurement to happiness and
sentiment - it’s doable, I’ve done it.
9. Some NOT-a-goal goals I’ve seen
➡ Increase brand awareness
➡ Generate positive sentiment about our brand
➡ Get more followers / fans / likes
My response to all of these non-goals is usually one of the following:
- By how much? 10%? 50,000? I’m gonna need a number.
- With who exactly? Do you have a super specific target? You need one.
- How do we know when we’ve accomplished it?
- Do we stop when people are aware/happy/the best?
- Why do you want to do this? I’m gonna bet it’s revenue - which is a
measurable goal - so let’s tie it to that.
10. Goals
Micro-goals / KPIs
Deliverables
The end game, such as $10M in revenue
or 100,000 sign-ups.
The smaller goals you need to
meet to make sure you get to the
end game.
The things you’re going to
do / create to get the KPIs
met.
The Goalden Pyramid
see what I did there?
12. Discusswith the client*
For each deliverable
your agency is
responsible for to
help meet goals, ask:
How does each deliverable track
back to a specific goal or KPI?
[ ]
What does success look like?
What are appropriate
benchmarks and baselines?
*and leadership team if possible
13. How does each deliverable track back to a
specific goal?
For each deliverable, make sure there is a way to map it back to the goals
of the client and, ultimately, the organization. If you can’t (or they won’t)
track it back to goals - don’t agree to it until you can.
Example: If the goal is to increase revenue, you need to know
how getting an editorial placement is going to contribute to that.
$
GOAL:
REVENUE
INCREASE
EDITORIAL
PLACEMENT
10,000
VIEWS
800
CLICKS
50
BUYS
14. Increase revenue 20% this quarter
‣ Increase new users from 500/month to
800/month
‣ Generate 15,000 pageviews this month
on campaign content
‣ Receive 1200 clicks through to content
✓Editorial placement in tier 1 publication
✓Sponsored content on 3 blogs
✓Interview with industry pundit
✓Speaking opp at XConf
Goal
Micro-goals / KPIs
Deliverables
Look, we can put it on the pyramid!
16. Common KPIs
‣ Views / pageviews / visits (also broken out by new v. returning visits)
‣ Clicks through to other content / website (clicks per content and
aggregate clicks)
‣ Shares / mentions (broken out by channel w/ specific metrics for each)
‣ New users /signups / customers (if there’s a difference between
customer or user types - be sure to distinguish how many of each type)
‣ Conversions to [XYZ] (form fills, reads, purchases, signups, etc.)
‣ % positive sentiment change over time*
(last quarter 10% of mentions were positive and this quarter 18% were positive)
For the record: I think current attempts at sentiment analysis are crap.
][
17. Create a spreadsheet of each deliverable and its associated KPI,
with high and low benchmarks on each side. KPIs should be set
based on:
- Current performance of client’s similar content already in
market (other press releases, editorial contributions, etc.)
- Benchmarks from similar types of content around the industry
(general baselines from other clients that can help set expectations)
- Additional campaign / resource support that will be given to
help meet the KPI (advertising budget, retargeting, additional resources)
- What numbers must be met to meet the overall goal / KPIs (be
sure to set KPIs to a threshold capable of meeting the main goals - these can
be estimates early on and honed over time)
Measure those KPIs ][
18. But what about when they’re all,
“I wanna be in Forbes.”
“Forbes, and only Forbes - or maybe, The New York Times, will
satisfy me and reaffirm me as the consumate badass
businessperson that I am. Wave your PR wand!”
19. It’s time to bring out the matrix.
Not the Keanu one… This one:
Name of every
publication they
want to be in
Tier (1-3) Tier Score
Did it happen? If
yes, add score
below.
NYT 1 10 NO
Forbes 1 10 10
Entrepreneuer 2 5 5
Inc. 2 5 NO
Social Media Examiner 3 2 NO
Content Weekly 3 2 2
TOTAL 17
The matrix gives a numerical value to coverage and can be
measured multiple ways.
20. HOW IT WORKS
Each publication gets a tier (that the client and agency agree on together), and each tier has a
numeric value, for example:
‣ Tier 1 (10 pts) - New York Times, Wall Street Journal, Forbes
‣ Tier 2 (5 pts) - Inc., Entrepreneur, Huffington Post
‣ Tier 3 (2 pts) - Content Weekly, Marketing Profs, Social Media Examiner
‣ Tier 4 (1 pt) - Other pickups - local / niche / not listed
Discuss the total score needed to make the client happy - ask them to be specific. If they say 30
points - is it okay if it comes from one Tier 3 and 28 Tier 4’s, or is there a minimum of at least one
Tier 1 and one Tier 2 expected?
Name of every
publication they
want to be in
Tier (1-3) Tier Score
Did it happen? If
yes, add score
below.
NYT 1 10 NO
Forbes 1 10 10
Entrepreneuer 2 5 5
Inc. 2 5 NO
Social Media Examiner 3 2 NO
Content Weekly 3 2 2
TOTAL 17
21. REMEMBER
It’s all about setting expectations and baselines that map deliverables
back to client and overall company goals.
This ensures your contributions can be attributed to the metrics and
reports that matter at the highest levels.
Baselines and KPIs can be adjusted, and will likely need fine tuning after
your first few deliverables together - that’s to be expected and means
you’re increasing accuracy for future campaigns.
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