importance of relevant content in business marketing

Content Isn’t Everything. It’s The Only Thing.

Gee Ranasinha Advertising, Business, Communications, Marketing, Social Media

A quick question for you: For most businesses, where would you say is the first contact point between the company and a prospective customer? Before they see your ad, read your postcard mailer or receive the sales cold call, the first engagement point with your company is most probably your website. So why don’t more companies take their website seriously? I don’t (just) mean the design and having up-to-date information on your business value offering – i.e. your product or service: whatever it is that you’re selling. I mean having content on there that existing and prospective customers want to read. I mean having a ongoing and regular program of delivering new content designed and researched in such as way for your audience to find interesting. So interesting that they’ll come back again, to consume even more of it. So interesting that they’ll talk about it with their friends. Today, before a customer ever buys your product or service, they “buy” into your company. They listen to your story, the narrative of why you do what you do. Why you sell, as much as what you sell. I’ll bet you, just as with our company, that if you checked your website …

keeping your social media fans happy

Keeping Your Fans Happy With New Content

Gee Ranasinha Advertising, Communications, Customer Service, Marketing, PR, Social Media

So, you blog regularly. Maybe you tweet as well. Perhaps you have a company Facebook fan page too. Good for you. Well done. By now you may have seen tangible results from your efforts. More and more people are reading your content. Maybe you’ve converted interest into leads, and into sales. Hopefully you’ve taken my advice and have a content strategy in place that helps you and your colleagues keep that social media ship on course. You’ve got followers, fans and evangelists and they like what you do. They’re on your side. But there’s a problem. Your most devout followers have been reading your stuff all of these months and, by now, they pretty much have a handle on what you’re saying. The problem is, that you’re saying the same thing again and again. Your most loyal of followers are being done a disservice since they feel that they’re reading the same message – even if it is being regurgitated and rewritten 101 different ways. They’re not being pushed, challenged, educated or informed any more. You’ve made your point to them – and they’ve got it. The only question now is how long they’ll continue to hang around reading your stuff …


Do you have Followers, Fans or Evangelists?

Gee Ranasinha Communications, Marketing, Sales, Social Media

In order for your business to understand more about why customers buy from you today, and hopefully continue to buy from you tomorrow, you need to understand more about customer loyalty. Loyal customers can be broken down into three very distinct groups: Let’s call them Followers, Fans, and Evangelists. A successful and growing brand needs all three types of customer in order to thrive. “Followers” are the ones who buy your product or service no matter what. Times can be good, times can be bad, but they’re going to stick with what they know – and they know you. Followers are generally creatures of habit. It’s stressful for them to contemplate changing (after the initial stress of finding a suitable provider – i.e. you – in the first place). So rather than go through the hassle, the Follower will stay with you. However, note a Follower is only with you because it’s convenient – for them. Yes, they’ll continue to buy from you. They’re choosing you for their own reasons. Supposing things change with your business (as they always do). Supposing you get to a point where you’re forced to raise your prices. Perhaps the raw material costs have gone up, or …

Public Relations Services Evolution

Less Public and More Relations

Gee Ranasinha PR, Social Media

There’s a great article over at Mashable about how technologies such as social media have impacted the way we consume information, and the knock-on impact for the Public Relations business. It seems that, slowly but surely, companies are realizing the “spray and pray” approach to distributing information – par for the course for most PR companies until very recently – is finally on its way out. And about time too. With so much digital noise competing for our attention, it could be said that media releases are more important now than ever before. But for the vast majority of press announcements to remain valid forms of “content distribution” (for that’s what we’re talking about) we need to get away from the days where “Big Company #1” blasts out a release a day (or more) simply for the sake of it, expecting everyone to drop everything and take notice. Judging by the content of many that I see, most press releases today have little ‘meat’ to them, and seem to be sent out as much for the backlink value as anything else. But PR shouldn’t just be about distributing press releases – whether that’s by emailing Word files to editors and …

marketing, video, translation, traduction, InDesign,

Do As I Say, Not As I Do

Gee Ranasinha Business, Communications, Marketing, PR, Sales, Social Media

Have you heard of the phrase “Do as I say, not as I do” ? Many business leaders have the right intentions, the right thoughts or the right motives to effect change, yet exclude themselves from the application of the directive. Yet, more often than not, change is only truly embraced when applied from the top downwards. Perhaps it’s implementing better interdepartmental communication. Or maybe a more consistent, strategized corporate or product message designed to permeate throughout the organization. Except the CEO – or the Sales Director, or the Customer Services Manager, or whoever – doesn’t think that this new thinking applies to them. They carry on improvising their sales presentations – or describing the product their own way, or emailing a distributor without cc’ing the appropriate territory manager – the way that they have always done. In other words, dutifully ignoring the carefully-crafted initiatives that, often, they were an integral part of devising in the first place. The result? Well, if my boss doesn’t bother to make the effort, why should I? Subordinates see that their bosses aren’t taking the new initiatives on board. Within a short space of time the best-laid plans of mice and men have collapsed. …

hiring the right marketing resource

The Right Person For The Job

Gee Ranasinha Advertising, Communications, Customer Service, Marketing, Presentations, Social Media, Website

We often get inquiries from business owners or marketing people looking for help with a very specific issue. Perhaps they’re looking for someone to set-up and manage their PPC campaigns. Maybe they need a brochure redesigned, the writing and distribution of a press release, or help with their social media efforts. But let’s back up a touch. Each one of the above a very separate disciplines. Broadly-speaking, someone who’s an expert in pay-per-click advertising isn’t going to be able to design a brochure. At least, they won’t be able to do it as well as a someone who specializes in design. This is where things get a little foggy. All of the above job titles could come under the umbrella of ‘marketing’, but they don’t have to. All advertising, for example, is marketing. However all marketing isn’t advertising. Advertising, design, PR, and marketing are very different disciplines. However, far too often the job descriptions are exchanged and intermixed. Someone who’s great at web design, may not be so hot on allied competences such as SEO, CRO, or copywriting. Yes, they can design a kick-ass website for you. But when it comes to how well the site is seen on search …

who you know social network

It’s Not What You Know…It’s Who You Know

Gee Ranasinha Business, Communications, Social Media

Not so long ago, a big part of doing business locally involved getting to know people of influence through organizations such as alumni associations, business organizations, religious groups, the golf club – and of course the Freemasons. Being accepted into such institutions was almost a prerequisite to conducting business. A few years ago I remember having a conversation with an acquaintance at an industry conference. Within a short time the conversation turned to golf. When I casually mentioned that I wasn’t a golfer, my conversation partner looked at me with shock and surprise. “You don’t golf? But then how on earth do you get leads?” But aren’t these old-style networks now under threat from social media? By online networks such as LinkedIn, Viadeo and XING? The issue with the various old-style networks is they usually want new members to be of the same class and cultural background as the existing constituency, thereby discriminating against race, sex, age, religion and goodness-knows what else. If you’re from what they’d regard as the wrong side of the tracks, you may find your access to such networks hindered, or even blocked. Online networks, in contrast, have no such membership restrictions. Sure, at the individual …