When hiring a PR firm for marketing for your new product, promotion of your new business, or handling a performer’s public image, there are many questions to consider.
1. HOW ACTIVE ARE THE ACCOUNT MANAGERS IN SOCIAL NETWORKING?
It is extremely important the lead strategist on your account, as well as the agency's leaders, be heavily engaged in social networking. If they're not, how can they possibly provide the strategy, creativity and consultation your business needs to succeed online? Maintaining a strong, healthy online presence is a major tool here at Bayou City, because we live in a connected world that needs technological savvy and presence.
2. DOES THE COMPANY MAINTAIN A REGULAR ONLINE PRESENCE?
Blogging about the current status of the industry informs you that the agency is indeed doing its job. Marketing is an ever-changing system that must grow and change with the industry, so it is important that your marketing firm really has a firm grasp and stays abreast of all industry trends. Any PR agency that has yet to integrate a blog into their site is simply too far behind the times and most likely will not bring the value and results your business needs. For agencies that do have blogs, make sure it's updated regularly with content that is relevant to its readers, potential clients, current clients, agency insiders, and prospective marketing platform leaders such as heads of magazine, radio, television, and internet sources of public opinion. We here at Bayou City understand that keeping up to date on new marketing opportunities and open communication with all those involved helps create a dynamic conversation for new and original content.
3. HOW IS YOUR MARKETING STRATEGY MEASURED FOR SUCCESS?
While generating media coverage offline and online is important, that coverage, at the end of the day, must deliver measureable results. Agencies traditionally have used clippings, media impressions, advertising equivalency and PR value as a manner of measuring success. As a potential client, you should concern yourself less with clippings and impressions and more with search engine rankings, inbound links, website traffic, leads and sales. Marketing is a somewhat cloudy and opinion-driven system; so using hard numbers to measure success will really help you better understand you return on investment. These metrics are how PR campaigns should be judged.
4. WHAT ARE THE CORE SERVICES PROVIDED?
Marketing firms that operate mostly online will likely provide content marketing, social media consulting, blogging strategy, search engine optimization and pay-per-click advertising, as well as evolved forms of publicity, brand marketing and crisis management. It is important that you understand that your brand is now what Google, other search engines, and the social media platforms say it is, and your publicist should be adept at protecting and strengthening your brand online.
UNDERSTAND THE PROCESS
We can be invaluable strategic partners as your product moves beyond traditional marketing methods and navigates the social web. Bayou City is a leader in the industry because our ability to flex and grow with a technologically driven industry.
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