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sifat
١٩ فبراير ٢٠٢٢
In Law Forum
This latest WSI webinar was presented by Angelina Miller, an Agency Development Manager at Google. Angelina joined us and presented the webinar, PPC Optimization Tips from Google. She has worked at Google for 5 years and has over 9 years of experience in digital marketing. Angelina has worked with Fortune 500 companies and is currently working on her 2nd Master’s degree where she is focusing on User Experience design and human-computer interaction. Catch up on the recording here, or enjoy the recap below. Today’s Landscape Research by McKinsey and Company conducted in May 2020 shows that decisions made now can have an impact at a later date. During this webinar, we'll look to the future, and how you can use digital marketing and pay-per-click (PPC) to boost the success of your business. The key themes emerging in the current landscape for consumers are: 56% of consumers prefer to shop online and have minimum time in-store. Three out of ten B2B and B2C consumers have bought different brands. 72% of consumers are now shopping online and making different buying decisions. 60% of US consumers are shopping the same or more than before, even in the current economic climate. COVID has accelerated the shift to digital for B2B decision-makers. Habits formed today will become the norm in the future, and decisions made during COVID will need to be sustained into the future. Solutions There are two core strategies that businesses can follow: The store-centric approach. This provides Photo Editing Services consumers with the information they need and is ideal for dentistry, law firms. and retailers, etc, that require that hands-on experience. The omnichannel approach. The omnichannel approach allows the consumer multiple touchpoints with your business. For example, they can interact with a business on social media, YouTube, etc, and is ideal for every business. Reactivate and Accelerate Sales The aim of reactivating and accelerating sales is to drive growth in the ever-changing landscape. Google provides tools that can help drive those results. Google Trends (can be narrowed down to your country or region) Performance Planner (available within Google Ads) Optimization Score (available within Google Ads) Google tips on Think with Google (available in multiple countries) All tools are constantly updated and are available now. The work that you put in now will have a huge impact on the future and that engaging with customers in a digital way is the future. How WSI Can Help! With the assistance of your local WSI consultant, you can boost your PPC and other paid marketing strategies for noticeable results. For more information on PPC optimization and other digital marketing strategies, contact WSI today.
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sifat
١٩ فبراير ٢٠٢٢
In Law Forum
In the 15+ years I’ve worked in this industry, I’ve met thousands of business owners who admit to feeling perplexed by a key business decision: “Should I hire in-house marketers or work with a marketing agency?!” And I get it. Whether you’re a part of a 2-person start-up or manage a growing organization with 50+ staff members, it’s not the simplest of questions to address. Just as there are benefits to working with a digital marketing agency, there are no doubt disadvantages as well. So, at the risk of sounding cliché, I’ve always told Philippines Photo Editor business owners struggling with this in-house vs agency debate the same thing: one size does not fit all! The key is defining your organization’s marketing goals and weighing them against your own team’s strengths and weaknesses. Now, I realize that truthfully assessing your own limitations isn’t anyone’s idea of a good time, but it’s a vital exercise to determine whether your marketing initiatives should stay in-house, or require assistance from outside experts. Because if I’m being completely honest, I have to admit that even we – at WSI headquarters – have done both. We have a talented team of in-house marketers (my department!) as well as a network of external subject matter experts and agency teams to whom we outsource any time we need supplementary marketing execution. So if you read the title of this blog and thought I was just going to sell you on all-the-reasons-you-need-to-outsource-your-marketing-to-a-local-WSI-agency, you thought wrong my friend! What I am going to do is lay it all out there so you can make the right decision for your business. 10 key business factors when comparing in-house against outsourced marketing agencies Factor #1: Your Company Culture, Vision, and Values I’m going out on a limb here by assuming you’d prefer to work with marketers who align with your company’s culture, vision, and values; most businesses do. And generally speaking, it’s easier to accomplish this by hiring from within. Naturally, a full-time internal employee is much more closely invested in a company’s success and growth than any external agency team would be. Given a marketing agency’s responsibilities to a number of different clients, it’s more difficult for external marketers to fully get a sense of a company’s day-to-day culture and values. Factor #2: The Need for Wide-Ranging Skill Sets Depending on your company’s marketing strategies, your team might need access to several different skill sets, like web development, social selling expertise, email marketing, pay-per-click advertising – you get the point. And believe me when I say, building an in-house team packed with all this talent is no walk in the park. Naturally, agencies are already equipped with knowledgeable professionals who specialize in all areas of digital marketing. In other words, agency teams can be your one-stop shop for all things marketing. Expect to dedicate time and patience if you plan to recruit, screen, and hire a full-service in-house marketing team. Factor #3: The Dreaded Workplace Politics Rarely will you hear a professional admit to enjoying office politics. But it’s hard to avoid; conflicts arise, distractions happen, and – like humans – the quality of work can suffer when office drama gets in the way. It’s just natural, especially when a talented group of people works in such close confines to each other day after day. But this is a non-factor when your marketing is managed by an outside agency. As third-party marketers, an agency team can focus on one thing and one thing only: your company’s marketing strategy. Factor #4: Keeping a Competitive Edge with Industry Best Practices You’ve heard us talk endlessly about the evolving landscape of digital marketing. Tactics and tools that once worked yesterday, won’t necessarily be effective tomorrow. Competition is tough, technologies change at lightning pace and if you’re caught singing the same old tune, your business will eventually get left behind. Luckily, staying on top of the latest and greatest digital marketing best practices is an agency’s bread and butter. Marketing agency teams often get their first crack at the latest, ground-breaking technologies and educational marketing conferences – most of which simply aren’t within reach for in-house marketing teams. Factor #5: How Quickly Do You Need to Ramp Up Marketing? Depending on your situation, you might need to jump on your marketing right now. Let’s say, for example, you discover you’re losing sales because your closest competitor just launched an uber user-friendly eCommerce website, and yours isn’t equipped to facilitate online purchases. Obviously, your website needs a speedy overhaul to improve your customers’ online experience. And the speediest way to do this is NOT by posting a job, reviewing resumes, conducting three rounds of interviews, calling references…you get the picture. Marketing agencies are designed to jump in quickly and efficiently so your team can adapt your marketing strategies sooner rather than later. Ultimately, emergencies that affect your bottom line are better handled by agency teams. Factor #6: A (Much) Larger Network of Brainpower In-House Marketing vs Agency Marketing Debate This is similar to #2 above, but reaches far beyond a specialized skill set of your marketing team: you’ll find that in-house marketers generally don’t have quite as robust a Rolodex (yes, I realize I just aged myself) as a full-service agency will. So if you were ever in need of supplementary marketing services – think along the lines of customer service script writing, video production, traditional PR services – your best bet would be leveraging an agency. Due simply to an agency’s structure, they are more likely to have these supplementary sources and resources than in-house marketers. Factor #7: Easy Communication Open and efficient communication is vital to keeping any business’ marketing plan running smoothly. And with any in-house team, this is going to be relatively easy. Brainstorming sessions, content approvals and meetings can be executed or scheduled whenever the need arises. Agencies, on the other hand, aren’t able to be as immediately accessible; day-to-day communication will naturally be more sparse because of the number of clients and client needs. Typically, marketing agencies will stick to email or phone communication as needed while also facilitating weekly or monthly meetings to discuss results, projections, quarterly plans, etc. Both methods work – but success depends entirely on what you prefer. Factor #8: Access to Tools and Platforms A decent marketing agency already comes with all the bells and whistles when it comes to the industry’s must-have technologies. Many will also test and invest thousands of dollars in annual subscription fees in order to equip clients with the best tools. This is a time-consuming and expensive process that you don’t even have to think about if you work with an agency. Sure, the price is baked in, but the headache and the agony about which tools to use, are not. Is it better to hire a professional social media firm or employ an in-house social media manager? Numerous companies opt to outsource some or all of their marketing activities to digital marketing agencies. These agencies are fully set up with the proper staff, expertise, and resources to provide outsourced full-service digital marketing services. If you do not have the budget to hire a fully-staffed marketing team, hiring a digital marketing agency can be a cost-effective option. For the cost of employing one social media manager, you can retain a professional social media firm and gain access to a multiplicity of digital marketing experts. Many businesses find that a hybrid approach works best. Most may already have at least a core nucleus of in-house marketing professionals; however, their range of expertise or resources may be limited. It can be immensely cost-effective to aid this in-house team by outsourcing key services to agency specialists such as professional social media and marketing firms. When deciding how to structure your in-house marketing team, it is helpful to examine your strengths. Typically, in-house staff live and breathe the company brand and tend to have a far more in-depth understanding of the unique selling propositions, product set, and buyer personas. In-house teams are often better suited to create content, write messages, and develop communication strategies. However, in-house teams might struggle to implement new software or keep up with SEO best practices and paid search trends.
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