The idea behind “Designing Strategy” isn’t simply about building a slick-looking website with all the latest bells, whistles, and social media plug-ins. Instead, it’s about asking oneself all of the questions that need to be answered when building an online presence, and using those answers to form an outreach, engagement, or marketing game plan.
Lead Generation for Small Business: Experts Weigh In
Managing your sales using a simple CRM is critical. The question is how do you even generate leads in the first place? Lead generation is the lifeblood of small businesses. If done right, generating great quality leads can be a major catalyst for growth and revenue. But with so many lead generation tactics and approaches available out there, small businesses want to know which are the most effective to use.
To help answer this question, we’ve reached out to a panel of small business sales and marketing experts and asked them all a single question: “What is the most effective lead generation technique(s) for small businesses“?
Social Media ROI - Growing and Showing Your Results - Rob CooperSocial Media Camp
Do you face challenges demonstrating the return on investment (ROI) of your Social Media efforts?
With tight budgets and an understandable focus on revenue in most organizations, this is a challenge that is not going away.
The good news is that it’s definitely surmountable and, in fact, can be turned into a strong point. In this presentation we’ll explore:
Where Social should be measured
How to compare Social to traditional activities like PR, print ads, radio and trade shows
Showing Social’s critical value as it compares and contributes to online advertising, email marketing, SEO and your entire content marketing mix
The transition between Social and sales
Actionably measuring, testing and improving your Social efforts.
After this session you’ll understand how Social integrates with the rest of your marketing mix, you’ll be able to demonstrate ROI and you’ll be equipped to drive additional ROI through your efforts.
Additionally, attendees will receive a straightforward technical guide to Analytics and ROI analysis for Social Media.
The traditional idea of the agency is a relic. The days of clients willing to spend their marketing budget on a "let's throw some creative ideas at the wall and see what sticks" strategy are long gone. Digital has changed the landscape. Clients want predictable and measurable results. And they should. But agencies have been slow to adopt Digital. And by that, I don't mean slow to adopt digital technologies (tactics and executions). I mean slow to adopt the digital culture (collaboration, strategy and planning). And this, friends, is where the tale begins.
Bob London's (London, Ink) Marketing Presentation for Unintentional Entrepren...Chief Listening Officers
On 8/5, Bob London, President of London, Ink (www.londonink.com gave this presentation to a group of 100+ entrepreneurs as part of the Unintentional Entrepreneur series, put on by Network Solutions, Outright.com and Score and hosted by Johns Hopkins University's Montgomery County (MD) Campus.
How to Use Blogging to Fuel Your Freelance Writing Businessdelonibalusi
Are you struggling to get clients as a freelance writer? Do you want to learn how to get more clients? This 29 pages slide gives some insights on how to leverage blogging to grow your client database.
Link Building: how to sell the idea to your CMO and manage your agency for re...Kaizen
Kirsten Beacock - Corporate Comms and PR EMEA @ Lastminute.com
Having been in Digital PR for more than a decade, Kirsten will explore her tips on working with agencies to get real results. She’ll cover everything from how to nail the brief to how to sell link building in-house to the CMO and beyond.
Lead Generation for Small Business: Experts Weigh In
Managing your sales using a simple CRM is critical. The question is how do you even generate leads in the first place? Lead generation is the lifeblood of small businesses. If done right, generating great quality leads can be a major catalyst for growth and revenue. But with so many lead generation tactics and approaches available out there, small businesses want to know which are the most effective to use.
To help answer this question, we’ve reached out to a panel of small business sales and marketing experts and asked them all a single question: “What is the most effective lead generation technique(s) for small businesses“?
Social Media ROI - Growing and Showing Your Results - Rob CooperSocial Media Camp
Do you face challenges demonstrating the return on investment (ROI) of your Social Media efforts?
With tight budgets and an understandable focus on revenue in most organizations, this is a challenge that is not going away.
The good news is that it’s definitely surmountable and, in fact, can be turned into a strong point. In this presentation we’ll explore:
Where Social should be measured
How to compare Social to traditional activities like PR, print ads, radio and trade shows
Showing Social’s critical value as it compares and contributes to online advertising, email marketing, SEO and your entire content marketing mix
The transition between Social and sales
Actionably measuring, testing and improving your Social efforts.
After this session you’ll understand how Social integrates with the rest of your marketing mix, you’ll be able to demonstrate ROI and you’ll be equipped to drive additional ROI through your efforts.
Additionally, attendees will receive a straightforward technical guide to Analytics and ROI analysis for Social Media.
The traditional idea of the agency is a relic. The days of clients willing to spend their marketing budget on a "let's throw some creative ideas at the wall and see what sticks" strategy are long gone. Digital has changed the landscape. Clients want predictable and measurable results. And they should. But agencies have been slow to adopt Digital. And by that, I don't mean slow to adopt digital technologies (tactics and executions). I mean slow to adopt the digital culture (collaboration, strategy and planning). And this, friends, is where the tale begins.
Bob London's (London, Ink) Marketing Presentation for Unintentional Entrepren...Chief Listening Officers
On 8/5, Bob London, President of London, Ink (www.londonink.com gave this presentation to a group of 100+ entrepreneurs as part of the Unintentional Entrepreneur series, put on by Network Solutions, Outright.com and Score and hosted by Johns Hopkins University's Montgomery County (MD) Campus.
How to Use Blogging to Fuel Your Freelance Writing Businessdelonibalusi
Are you struggling to get clients as a freelance writer? Do you want to learn how to get more clients? This 29 pages slide gives some insights on how to leverage blogging to grow your client database.
Link Building: how to sell the idea to your CMO and manage your agency for re...Kaizen
Kirsten Beacock - Corporate Comms and PR EMEA @ Lastminute.com
Having been in Digital PR for more than a decade, Kirsten will explore her tips on working with agencies to get real results. She’ll cover everything from how to nail the brief to how to sell link building in-house to the CMO and beyond.
How to deconstruct your agency's business model to better understand the value you deliver to clients and better position for firm to work for the types of clients you really want.
Digital Agency Coaching - 9 Steps to 7 Figures Agency Coaching GuidebookLee Goff
A simple guidebook to help digital agency owners navigate the hardships associated with running a digital marketing agency.
The 9 steps deal with the different aspects associated with growing a digital marketing agency. Having these elements in place will ensure that you become a hands-off agency owner.
When I was running my digital agency, everything was tethered to me. It took me years and a lot of bumps in the road before I learned the importance of these 9 steps. Learn from my mistakes and finally get the freedom you want to spend time with your friends and family.
It’s not going to be easy, but I can guarantee you that it will be worth it. Focus on these 9 steps for your digital marketing agency and you will be breaking through that glass ceiling in no time!
Visit https://www.digitalbusinessarchitects.com for more free resources.
Hiring a Digital Agency Coach can change everything, let us know if we can serve your digital agency in any way.
Nothing but the best,
Lee Goff
B2B Lead Generation - Bridge the Divide Between Sales & Marketing3D2B
Generating high-quality leads is the biggest challenge for marketing organizations. Learn how tele-services can bring the human touch to your lead generation efforts.
Digital Agency Coaching - Free Digital Agency Proposal TemplateLee Goff
Winning deals and being a successful agency doesn’t mean you have to be the lowball offer, in fact the best agencies never are.
But if you’re an up and coming agency that isn’t quite as reputable and established how do you validate the higher price?
The simple answer is this: a superior digital agency proposal.
A superior proposal is organized but creative, concise and still detailed. So as an agency owner with a hundred and one things on your to-do list, how do you write a proposal in a timely manner that fits this contradicting criterion?
You start with a proposal template that has been fine-tuned over the course of a decade and has already proved its success. Then you take that outline, plug in some personalized and customized information, spice it up a bit, and voila!
Now this isn’t some template I just threw together overnight. This is 13 comprehensive sections full of information, tips, and examples that have been put to the test, and come out on top, time and time again.
Winning big deals, and loosing big deals, can make or break your agency. So don’t leave this up to chance. You’ve got one shot to show people that you’re agency is THE solution to their problems. Check out our proposal template to start winning big deals and growing your agency today.
Having a fine tuned proposal template can be the difference between success and failure.
Visit https://www.digitalbusinessarchitects.com for more free resources
Leveraging Chambers' Email Lists for Business DevelopmentMarkus Biegel
How to leverage the email list of local business and trade chambers for business development purposes.
This presentation was created for Allied Protection Services, Inc. and it's business development team.
Author: Markus Biegel | www.markusbiegel.com
Solving the ten biggest hiring problemsJames Ellis
Recruiters know they have issues, but sometimes don't have the right perspective to understand and solve them. This ebook sheds light on the most common issues and how to solve them.
SaaS marketing 101 How to execute today for maximum growthAli Mahmoud
Practical tips for any small business or SaaS Company to improve their marketing. Inbound Marketing is a topic often covered however what about businesses that need short term results while they execute on their long term inbound strategy.
Entrepreneurs are faced with too many choices: inbound vs outbound, social, referral or account-based marketing. This slideshare takes an in-depth look at outbound marketing & referral marketing which can be two highly effective vehicles to help you acquire customers today.
Enjoy and please share your thoughts, successes and even your failures. We can all grow together.
A company's website is one of the most visible manifestations of the brand. The study ranks and rates the top ten consulting firm sites and provides best practices in website branding.
Ever wondered how to use LinkedIn to sell more real estate? See this presentation for realestate.com.au on how you can use LinkedIn to build your personal brand, identify clients, connect with them, share content and create a lead. Learn more at www.ragingdigital.com
How to deconstruct your agency's business model to better understand the value you deliver to clients and better position for firm to work for the types of clients you really want.
Digital Agency Coaching - 9 Steps to 7 Figures Agency Coaching GuidebookLee Goff
A simple guidebook to help digital agency owners navigate the hardships associated with running a digital marketing agency.
The 9 steps deal with the different aspects associated with growing a digital marketing agency. Having these elements in place will ensure that you become a hands-off agency owner.
When I was running my digital agency, everything was tethered to me. It took me years and a lot of bumps in the road before I learned the importance of these 9 steps. Learn from my mistakes and finally get the freedom you want to spend time with your friends and family.
It’s not going to be easy, but I can guarantee you that it will be worth it. Focus on these 9 steps for your digital marketing agency and you will be breaking through that glass ceiling in no time!
Visit https://www.digitalbusinessarchitects.com for more free resources.
Hiring a Digital Agency Coach can change everything, let us know if we can serve your digital agency in any way.
Nothing but the best,
Lee Goff
B2B Lead Generation - Bridge the Divide Between Sales & Marketing3D2B
Generating high-quality leads is the biggest challenge for marketing organizations. Learn how tele-services can bring the human touch to your lead generation efforts.
Digital Agency Coaching - Free Digital Agency Proposal TemplateLee Goff
Winning deals and being a successful agency doesn’t mean you have to be the lowball offer, in fact the best agencies never are.
But if you’re an up and coming agency that isn’t quite as reputable and established how do you validate the higher price?
The simple answer is this: a superior digital agency proposal.
A superior proposal is organized but creative, concise and still detailed. So as an agency owner with a hundred and one things on your to-do list, how do you write a proposal in a timely manner that fits this contradicting criterion?
You start with a proposal template that has been fine-tuned over the course of a decade and has already proved its success. Then you take that outline, plug in some personalized and customized information, spice it up a bit, and voila!
Now this isn’t some template I just threw together overnight. This is 13 comprehensive sections full of information, tips, and examples that have been put to the test, and come out on top, time and time again.
Winning big deals, and loosing big deals, can make or break your agency. So don’t leave this up to chance. You’ve got one shot to show people that you’re agency is THE solution to their problems. Check out our proposal template to start winning big deals and growing your agency today.
Having a fine tuned proposal template can be the difference between success and failure.
Visit https://www.digitalbusinessarchitects.com for more free resources
Leveraging Chambers' Email Lists for Business DevelopmentMarkus Biegel
How to leverage the email list of local business and trade chambers for business development purposes.
This presentation was created for Allied Protection Services, Inc. and it's business development team.
Author: Markus Biegel | www.markusbiegel.com
Solving the ten biggest hiring problemsJames Ellis
Recruiters know they have issues, but sometimes don't have the right perspective to understand and solve them. This ebook sheds light on the most common issues and how to solve them.
SaaS marketing 101 How to execute today for maximum growthAli Mahmoud
Practical tips for any small business or SaaS Company to improve their marketing. Inbound Marketing is a topic often covered however what about businesses that need short term results while they execute on their long term inbound strategy.
Entrepreneurs are faced with too many choices: inbound vs outbound, social, referral or account-based marketing. This slideshare takes an in-depth look at outbound marketing & referral marketing which can be two highly effective vehicles to help you acquire customers today.
Enjoy and please share your thoughts, successes and even your failures. We can all grow together.
A company's website is one of the most visible manifestations of the brand. The study ranks and rates the top ten consulting firm sites and provides best practices in website branding.
Ever wondered how to use LinkedIn to sell more real estate? See this presentation for realestate.com.au on how you can use LinkedIn to build your personal brand, identify clients, connect with them, share content and create a lead. Learn more at www.ragingdigital.com
Owl City is a prime choice for people who wish to grow and expand their businesses and customer bases. We grasp on modern media and advertising which is second-to-none. Most importantly, our core value is not to maximise profits but to develop an honest reputation amongst our clients and fans base.
The benefits of Our Marketing Services:
1) Effective yet Cost Saving
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4) We analyzed your business before providing you the right services for you
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6) Our Services are PIC Claimable *****
Here are the links to 'Some' of our work with our clients (we apologizes as we are unable to upload all of our clients work)
Links to Website Development & SEO:
http://www.owlmedia.sg/website-development--seo.html
Link to our Social Media Management:
http://www.owlmedia.sg/social-media-management.html
Links to Our Advertising & Branding:
http://www.owlmedia.sg/advertising--branding.html
Links to Our Events Management:
http:// www.owlmedia.sg//event-management.html
Links to Our designs:
http:// www.owlmedia.sg//our-designs.html
Link to Our photoshoot images:
http:// www.owlmedia.sg//photography-service.html
Link to Our PR & Media Services:
http:// www.owlmedia.sg//pr--media-campaign.html
Link to Our Bloggers & Influencers Projects \
http:// www.owlmedia.sg//bloggers--influencer-projects.html
Link to Our Email Marketing Service:
http:// www.owlmedia.sg//email-marketing.html
Link to Our Video & animation Production:
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Understanding who our target audience is and where they spend their time, you can build an web presence by focusing on content that speaks to their needs and wants.
Let your desire to put your customers at
the center of your business be the driving force behind your participation for the long term. Your
community will thank you with their attention, their trust, their voice and their loyalty.
We love the challenge of making great work – the strategy and execution that drives the bottom line growth of our clients. Founded in 2004 with $14 and a dream, and with over twenty-five years of marketing and branding experience, we’ve often seen the issues our clients are going through and come to the table with more than talent – we offer relevance, results, and time-tested ideas.
Our focus is on the end result – your bottom line. By quickly uncovering the tactics that work, and eliminating the ones that don’t, we are able to establish a strategy that delivers both short-term impact and long-term growth.
Our goal is to make the entire marketing process as easy and seamless as possible for you. We pride ourselves on being one of the best marketing companies for small businesses and work to deliver the ultimate customer experience every time.
We have recently introduced the Market Smart™ program to bring full scale marketing campaigns within the reach of the start-up or small businessperson.
To learn more about our approach, contact us today to speak with an expert.
Why social media? The average U.S. consumer spends 15 hours per week on social media. It is where your customers are. This ebook is intended to help you navigate the ever-changing landscape of social media.
There is a huge need for a coordinated approach to the adoption of social media by businesses as a whole with clear ROI (Return on Innovation) objectives.
We can help you adopt and adapt to social media in a holistic way, enabling true benefit.
Can your social media agency tell you the following....
Research, recognize, and respond - the 3 R's CB Social consultant, Kristin Clifford, covered in her presentation at the 2011 Marketing Planning and Analysis Conference in Chicago.
Complete Guide on Digital Marketing. Digital marketing has revolutionized the way businesses connect with their target audience in the 21st century. In an era dominated by technology and the internet, digital marketing encompasses a wide range of strategies and tools used by companies to promote their products and services, build brand awareness, engage customers, and drive sales. This comprehensive and dynamic approach has become an essential aspect of any successful marketing campaign, transcending geographical boundaries and providing unprecedented opportunities for businesses to thrive in the digital landscape. This article delves into the various components of digital marketing, its significance, and the evolving trends that shape its future.
A 12 slide practical guide on how to tap the value of what you know to attract, nurture and close your prospects.
How to give away some of your most valuable information to connect you with your most valuable prospects: customers who need what you sell.
A quick guide on improving your sales and marketing pipeline.
Similar to Designing Strategy: Realign Your Mission and Values With Your Digital Presence (20)
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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.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
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.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
"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
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➢ 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."
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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3. Introduction | 3
The fact that Tanya Shaw is a fictional person makes the
point even more perfectly.
In late August 2012, Shaw, ostensibly a young woman
from Columbus, Ohio, “bravely” dined for the first
time at a Thai cafe without having done any research
on the restaurant’s food or service. She didn’t search
for reviews of the restaurant via Google or query her
friends about it on Facebook. She just happened upon
the place and walked right in. “Well, I haven’t pored
over the menu on the restaurant’s website, read the first
20 Yelp ratings, or scanned any online reviews from
blogs or newspapers, but here we go,” Shaw was quoted
as saying. “I’m flying totally blind here.”
Shaw was the subject of a “news” article on the satirical
website The Onion. Not a real person. But an authentic
and believable representation of almost everyone today
– especially those under a certain not-so-young age.
4. Introduction | 4
Why was this an example of “funny-because-it’s-true”?
Because very few Americans today would actually take
this risk. People are increasingly unwilling to patronize
a business unless it has a legitimate online presence.
If a restaurant has negative reviews on Yelp and
Chowhound, what does that say about it? Worse yet,
what if it has zero reviews? We have become a society
in which one’s physical storefront is no more important
than one’s virtual representation – probably less
important, in fact.
That reality is even more true for professional services
businesses. If your business is interior design but your
website looks like it was created in 1998, that won’t
bode well for bringing in new customers. If you do A/C
installation and repair, but a potential customer can’t
easily contact you for an appointment through your site,
that potential customer is likely to go elsewhere.
5. Introduction | 5
The need to thoughtfully present oneself online
is even more acute for those without brick-and-
mortar businesses. Campaigns, causes, non-profits,
movements, celebrities, ideas — all of these desire for
their fans and followers to take action, but often have
little more than their digital presence with which to
make an impact.
But the idea behind “Designing Strategy” isn’t simply
about building a slick-looking website with all the latest
bells, whistles, and social media plug-ins. Instead, it’s
about asking oneself all of the questions that need to be
answered when building an online presence, and using
those answers to form an outreach, engagement, or
marketing game plan. Also, “Designing Strategy” means
aligning your most public, personal and important
touchpoint with target audiences and customers – your
website – with the mission, values, and competitive
advantages your organization offers. Instead of writing
up a business plan or a strategy memo – tools that
suffer a half-life of fifteen whole minutes – build or
redesign your organization’s website first and use the
designing process to determine, hone, or realign your
organization’s strategy.
6. Introduction | 6
Based on many years of working with a wide range of clients, it is our
firm belief that every organization ought to routinely envision its own
target customer – its own fictional Tanya Shaw – and design a strategy
to find, win over, and serve that customer. In this digital age, it’s satire
to think customers will simply walk through your door. But, as we
offer, effective digital communications are not only an imperative but
an opportunity to fully (re)imagine and develop a winning strategy.
Our Definition of Customer - We view customers
as anyone an organization serves.You may
call them a targeted audience, a segment, a
supporter, a constituency, what have you. In our
context it’s anyone who you want to serve, who
wants what you have, or cares about your success.
We believe customer is a good word to use for all
of these because it implies a relationship based
on service - the organization to the customer.
7. We want you to
succeed and
we know digital
is the way
8. We want you to succeed and we know digital is the way | 8
We want your organization to grow or become more
efficient or more profitable or more responsive and
sensitive to customers needs. We believe organizations,
whether big or small or in-between, should recognize
frequent and routine reflection is an essential element
to success. Regularly evaluating one’s path, progress,
metrics, and mission is critical. And we believe that is
true of all organizations. However, the problem at hand
is how most organizations approach that task. The big
ones hire high-dollar consultants. The medium-sized
ones often hold annual retreats, brainstorming sessions,
or employee rallies. Small organizations try to eke out a
few hours every quarter to take stock of where they are,
usually ceding those hours, instead, to the running and
managing of their own core operations.
9. We want you to succeed and we know digital is the way | 9
Our view, based on countless hours consulting for organizations, is that
the traditional way of measuring success, re-benchmarking, and re-
focusing a organizational mission is, well, expensive. It’s also slow, out-
dated, and inefficient.
The purpose herein is to describe a simple, affordable, and effective
way of focusing your business model (whatever type of organization
you are) and keying in to areas for improvement.
In short, we describe why you should scrap the traditional business/
strategy plan approach, and instead design and build a digital platform.
What the EFF is a digital platform? - Well, let’s
consult Wikipedia. It is “an audience-centric
platform across different media and various
business functions.”Think about what that means
in a digital world - it’s you, it’s your organization.
IT’S EVERYTHING.These days,“digital platform”
is just another way of saying “your identity.”
11. Our Experience | 11
At IDMLOCO, our business is – to put it in the terms
that our parents can understand – building websites.
And we’ve built a lot of them – for companies national
and local, for political campaigns, for causes, for
individuals, and more. We even once built a website for
a rental service for race cars (one of our passions).
12. Our Experience | 12
But when we say we do “websites,” of course we mean much more than
that. We’re not just graphic designers, HTML coders and Wordpress
experts. There may be other companies out there that approach the
job that way. We don’t. We get that your digital presence is your public
face - and that includes not just your website, but your email blasts,
online advertising and social media profiles. It’s your storefront,
your front office, your organization. It should project to the world
everything you want to say about your organization and everything
potential customers need to hear to believe and support you. So, in
that frame of reference, we don’t just build websites, we develop a full
digital strategy and, perhaps more importantly, we more often than
not consult on core business, outreach and marketing strategy.
Figure 1:
IDMLOCO’s
Integrated
Digital Strategy
Framework
TV
1
2
3
SOCIAL ENGAGEMENT
ACTIVIST EMAIL
SMSSMS
QR CODE
PHONE/MOBILE
WEBSITE
WEB LANDING
PAGE
WEB LANDING
PAGE
SOCIAL APP MOBILE WEB
RADIO EMAIL
CONTACTENGAGEACTIVATE
SOCIAL ADS
SUPPORTER ACTIONS
MOBILE ADS
WEB &
VIDEO ADS
ACTIVIST
DATABASE
SHAREDONATE PETITION
13. Our Experience | 13
Why do we say that? Because almost every time we are asked to design a
website for a company or provide other digital solutions, we’re called in as
utility workers. Like plumbers or cable repair people – to provide a narrowly
defined service. However, almost every time, we find ourselves assuming
dual roles: both the digital designer and the business strategy consultant.
That’s because in working to develop an online presence, we see a need to
ask organizations questions such as “who is your target audience?” and
“what are your competitors doing that you’re not?” Those are queries that
help us understand an organization, wrap our minds around its goals, and
design an appropriate online public face. They are questions that force an
organization to focus its goals, strategies, and identity.
Forthevastmajorityoforganizations,itbecomescleartousthatit’sthefirst
timethosequestionshavebeenasked.
Stripping away all the MBA jargon, have you
asked yourself these kinds of questions lately?
• What is my business
here to accomplish?
• Who are my customers?
• Why are they my
customers?
• How can I better serve
my customers?
• How will I attract new
customers?
• What are my
competitors doing?
• What is my business
known for?
• What do I want people
to know my
business for?
14. Our Experience | 14
Imagine that: an organization – whether it has been operating for
a decade or is brand new – that has never surveyed its competitors,
asked itself to put a mission statement down on paper, or charted a
path to greater success. We’ve worked with hundreds of them.
From our experience, this deficiency is universal, across the board,
whether an organization is a locally focused business with just a
handful of employees or a statewide political campaign commanding
millions of dollars of expenditures over just a few months.
If you have concise written answer to these
questions that are 100% relevant to your current
situation, you’re way ahead of the curve. In our
experience, most organizations don’t, which is
why it’s so hard to develop great website content
during a redesign.
15. Our Experience | 15
Therefore, let us restate it that way: In our experience,
we’ve consulted for organizations, big and small; we’ve
consulted for political campaigns, causes, celebrities,
and more; we’ve helped companies focus their strategies
– once even for that race car rental service.
And in doing so, we’ve noticed a trend.
A problematic one.
Most organizations have a difficult time articulating
who they are. They can’t deliver an elevator pitch. They
haven’t outlined an identity. They have no mission
statement, no 6-month or 1-year plan.
16. Our Experience | 16
So, that’s when it hit us. We ought to start talking about
designing a website as much more than HTML and
Flash and Wordpress. The process of creating a website
causes one to examine all aspects of one’s business. The
process forces the website-owner to consider and hone
its reason for being and its path forward. Thereby, the
firm developing the website, if it has the experience to
do so, serves as more of a business consultant than a
utility worker providing a product. We ought to start
talking about designing strategies rather than just
designing websites.
For IDMLOCO, that works, because our background
merges years of political campaign consulting services
for some of the largest, most complex campaigns in
history and even more years of prior management
consulting experience with some of the world’s largest
organizations. It’s been said that a management
consultant simply looks at the client’s watch to tell her
what time it is. While it is true that an outside set of
eyes can bring a new perspective, it is also true that
an accurate perspective requires rigorous analysis
combined with strategic techniques.
17. Our Experience | 17
Many organizations might consider it radical to throw
away the business plan or strategy memo, do away with
mission statements, and get rid of the prospectus and
the marketing brochures (you know they’re outdated
anyway) and instead put efforts into building and
refreshing a website. But let us explain why this idea
isn’t so extreme.
18. The Best In The
Business Ensure
Their Mission
AndValues Are
AlignedWith
Their Digital
Presence
19. The Best In The Business Ensure Their Mission And
Values Are Aligned With Their Digital Presence
We all know Google.
It began as a search engine with the goal to organize all
the world’s information. Its corporate ethos from day
one was organized around a unique, but simple, guiding
principle: “Don’t be evil.”
The company’s main mission is to organize the world’s
information in ways that are helpful to people. If you
need directions from your home to the nearest health
care clinic or want to find a recipe for an all-organic
lemon meringue pie, Google is there for you.
That’s one of the reasons its website is famously
stripped down. Type that URL into your web browser
and you’ll see a mostly-white screen with just the
word “Google” and a search bar. The company made a
deliberate decision to focus on its core reason-for-being
— search — and resist the urge to clutter its precious
online real estate with anything that would dilute its
persona and, more importantly, risk its users’ trust.
There is not a single thing on the site that conveys
“we’re trying to sell you something” or “we’re trying to
make a political point.”
20. The Best In The Business Ensure Their Mission And
Values Are Aligned With Their Digital Presence
That is, until September 2012.
When Google released its tablet computer, the Nexus
7, to compete with the iPad, a modest announcement
appeared on the page under the search bar. An image
of a small portion of the device was accompanied by the
words “The playground is open. The new $199 tablet
from Google.”
In the grand scheme of things, this was not dramatic.
However, the Internet erupted.
21. The Best In The Business Ensure Their Mission And
Values Are Aligned With Their Digital Presence
Online media immediately began sniping. Bloggers
questioned whether Google had completely abandoned
its long-standing “don’t be evil” tenet. In articles and
opinions, attention was drawn to the recent departure
of an important executive with the company who had
previously had jurisdiction over the homepage. Negative
comments about the Nexus 7 device ensued.
Why did that happen?
22. The Best In The Business Ensure Their Mission And
Values Are Aligned With Their Digital Presence
Google is a company that exists only online. Its website
projects the persona of a company that is here to help
– a friendly, well-meaning company. On a daily basis,
it exhibits a deliberate choice to eschew sales and
proselytizing. If, on one day every six months or a year,
it takes a different approach, it represents a stark choice
to exhibit a different ethos, or to buck or highlight its
ethos. An apt corollary would be a pizza joint that, on
one day, decided to instead serve only udon noodle
bowls. Or, an auto repair shop with a long tradition
of honest service and below-market-rate hourly rates
that, in an instant, tripled its estimates and began
unnecessarily up-selling customers. Or an independent
punk rock group that espouses a do-it-yourself ethic
filing a lawsuit to sue music-lovers who downloaded
their songs without paying for them.
23. The Best In The Business Ensure Their Mission And
Values Are Aligned With Their Digital Presence
The Google example is perhaps more sharply defined
than most, but the lesson for all organizations remains:
stray from your mission, your business model, and
there are consequences. Not only does a well-thought-
out website help to focus on that business model,
but it also serves to remind you of it, daily. Just like
looking in the mirror as you brush your teeth and
ready yourself for each day, a company’s website and
its every digital interface – from its Twitter feed to its
mobile app – outwardly face the public every minute
and make an impression. How you present your
organization, communicate its value, what you say and
do matters. A lot.
24. The Best In The Business Ensure Their Mission And
Values Are Aligned With Their Digital Presence
Just think - Google’s actions online stepped out of alignment with its
mission and values as its customers understood them for a very short
time and paid a heavy price - in terms of earned media, brand loyalty
and sales. What price is your organization paying EVERY DAY by
maintaining a digital presence that might be outdated, difficult to use,
or even ugly - but definitely out of alignment with your stated mission
and values?
Think about it:
• What does a business plan or strategy memo do
that a well-thought-out website doesn’t?
• More importantly, what more does a website
do that a static business plan or strategy memo
could never?
26. Stop Wasting Time and Get On With It! | 26
You’ve heard the saying “you never get a second chance
to make a first impression.” Oscar Wilde wrote that,
or maybe it was Will Rogers – it was definitely in an
American shampoo commercial in the 1980s that
warned of dandruff.
In any case, in our digital world, that saying is no longer
necessarily true. In fact, there are countless avenues
and manners of making multiple impressions at any
given moment. (However, that also means there’s the
possibility of making a number of poor impressions.)
That’s why we advocate for strategies that also live
and breathe and can adapt. In doing so, we’re also
advocating for organizations to view their digital team
as broader business strategists.
27. Stop Wasting Time and Get On With It! | 27
Because the traditional methods of determining an
organization’s path are too abstract and disconnected
from the realities of managing an organization. It’s like
learning math in school, but without the context of a
real world application. With digital platform design,
you start with the application – all the work is done
in pursuit of a real objective that provides immediate
value when achieved. How much more enjoyable would
math class have been if every problem assigned got you
one step closer to building a stronger bridge, or a more
efficient engine? Having a real, tangible asset that does
something to attract new customers and grow your
business at the end of the planning process puts you in
a different mindset – it’s no longer busy work. It’s fun.
It’s approachable. And it makes sense.