Sales & Marketing

A Smarter Way to Outsource Your Marketing Activities

Last Updated on January 14, 2019 by Kompani Group Leave a Comment

Since we launched Kompani Group over a decade ago, clients have come to us for a variety of reasons. Some wanted strategic advice on how to navigate a particular set of issues. Some wanted a new website. Some wanted lead generation or SEO support. Many were looking to outsource their marketing department altogether. Over the years, some clients have gotten pretty creative in how they work with us and we thought we’d share with you some of those ideas for how to best leverage a company like Kompani Group.

For Companies With Less Than $100 million In Revenue

The cornerstone of outsourcing: do what you do best and outsource the rest. Companies, especially those under $100 million in revenue, typically have some core competency; they specialize in a particular product/service. They are subject matter experts in their particular field. But, rarely are these companies also experts in what their product/service is not. If this is you, and you are trying to manage everything internally, you are then at a competitive disadvantage when it comes to the other fundamental elements of a business: Branding, Marketing, Information Technology, Operations, Accounting, Strategy, and Business Optimization as a whole. These are all functions that can be sourced out.

[Read more…]

Effective Public Relations in an Online World

Last Updated on January 14, 2019 by Adam Olen Leave a Comment

How is your business perceived on Yelp? Facebook? Twitter? Google? Amazon? Managing your online reputation should be a priority for your public relations team. Setup a workflow to track – and most importantly – respond to online reviews, comments and ratings. Remember, just one bad review can be enough to sink your business. You can’t stop bad reviews, but you can lessen the negative impact to your online reputation through a series of steps.

books

[Read more…]

11 Reasons Why Your Company Needs a CRM

Last Updated on February 3, 2021 by Adam Olen Leave a Comment

Let’s face it, lot’s of money is budgeted for sales leads generated from online advertising, print ads, radio, networking, Pay-Per-Clicks or whatever method your company uses to get them. Unfortunately most leads never materialize into a sale and the money spent to capture them is wasted. As an example, one of our local new home builders estimates each prospect who walks into their sales office costs an average of $700 to get them there! Your cost might be less, but the goal is the same for any business-to convert those expensive leads to sales.

[Read more…]

7 Tips for an Effective Customer Service to Grow Your Company

Last Updated on February 3, 2021 by Adam Olen Leave a Comment

All too often customers are left with an uneasy feeling of frustration after speaking with a customer service representative. They hang up the phone and vow never to use your company again, and if angry enough they will tell anyone who will listen about their terrible experience. “Even bad publicity is good publicity” applies to actors, not to companies. [Read more…]

KNOWLEDGE IS POWER – and a Great Way to Differentiate Your Business

Last Updated on April 5, 2019 by Jan Havmoeller Leave a Comment

At Kompani Group we believe in empowerment. Whether it is our clients or our own team, we view it the same way. We always strive to arm all of our stakeholders with the best tools and the best information. As B2B marketing evolves at break-neck speed it becomes increasingly evident that CMO’s are buying into this philosophy. The game is not about jazzy ads, but about delivering meaningful information to the marketplace. Our good friends at Desantis Breindel have written a spot-on white paper on this topic. In keeping with their philosophy that “content is the gift that keeps on giving,” we are sharing it with you.

Give them a visit at www.desantisbreindel.com and follow them on Twitter

Marketing/Sales – Lead generation the old fashioned way

Last Updated on October 12, 2017 by Jan Havmoeller Leave a Comment

In today’s world, relevant sales leads can be searched across the Internet and found in the most unexpected places: lists of group members, participants at events, recipients of awards, industry rankings, local listings are all publicly available for entry into your own database. For most smaller to small-medium companies, e-marketing, cold calling, cold mailings and cold e-mailing, as well as on-line and off-line social activities, are still the most effective and most cost-efficient ways of building a pipeline of leads and new prospects.

Lists that can be purchased from lead resellers such as InfoUSA and Superpages are not current, a waste of money, and create embarrassing ROI for all of us.

To keep the labor cost of data entry down, we have been testing the offshore companies that specialize in this function. Recently we have found very reliable and very inexpensive labor (in Pakistan, as it happens) who can take on multiple simple data entry projects for us and our clients. This means that any list, book, certain search criteria, links to zip code-generated searches, etc., can be cost-efficiently transcribed into a spreadsheet or a CSV file that can be used for export to any type of broadcasting, publishing or shipping application.

Here’s an example that makes the point: We began working with a national airline from a South American country 3 months ago. Despite having been in business for 54 years, they only had 400 names in their database, which meant that we had to start from scratch in building them a mailing list. Through research we found a zip code-generated database via a certain Tourism Authority, but despite several attempts to contact the association we were never able to speak with someone who could tell us how we could purchase the list directly from them. We then engaged our team in Pakistan to manually enter each zip code between 10,000 up to zip code 99,000 resulting in the full contact data (including e-mails) for 4,000 certified expert travel and tour operators in the United States with a specific interest in our client’s key destination.

In this case we found a database where each zip code had to be manually entered, and if registered travel and tour operators existed under this zip code our data entry team would copy and paste the information into a simple spreadsheet.

It’s hard to overstate how valuable these qualified contact lists can be. We suggest you speak with your team to learn if they can help us help you increase the size of your e-marketing/ mailing lists on a weekly basis. Speak with them about the importance of making it a habit for each employee to provide you with or enter their leads into your company’s CRM system (such as Highrise) or submit ideas, printed lists, and new search criteria ideas to the person in charge of marketing.

There are no short cuts in building great businesses, and it is the small, tedious and time consuming activities that generate results every time.

Sustainable green endeavors at Canyon Ranch Spa Hotel & Residences

Last Updated on April 5, 2019 by Jan Havmoeller Leave a Comment

For the 2nd year Heinau at www.HeinauFlowers.com was retained to decorate the lobby at the Canyon Ranch Spa Hotel and Residences at North Miami Beach in Florida. The spectacular end result is not justified by the images below, but we are excited about the installation and just wanted to share some of the images. All the flower arrangements will be converted into full year arrangements once the holiday season is over, and most of the flowers (as you know) will last until the 2011 holiday season. Talk about sustainability, green endeavors and a happy CFO at Canyon Ranch.

Communicate or Die

Last Updated on September 26, 2017 by Jan Havmoeller Leave a Comment

Most people have a difficult time writing content for their websites, let alone email blasts. The easiest and simplest way to get your word on the email wire is to create a digest of your website’s content. Content? Yes… Blog posts. Wait a minute, he said blog posts. Yes ladies and gentleman, you work tirelessly to do a great job for your clients and run a ship shape company. We can hear you say, “I don’t have time for to write blog posts.” Many people try writing to their blog, then stop. The common thought is that the effort does not equate to $$$$. Below are some indirect ways that writing to your website will help with your business.

It makes you a thought leader, a knowledge powerhouse, with the potential of being perceived a leader in your field.
It shows the rest of the world that your doors are open for business. Imagine going into a store and all their products are covered with dust. That’s how it looks when you have a blog post or news item dated 2007!
Allow search engines to get more link juice by finding relevant content and associate that content to your business.

If you commit yourself to write at least one blog post a week. You will have 4 great articles to post in your newsletter. It’s that easy. Aim high, even if you only write two posts, that’s great content for your newsletter.

When you are ready to send your blast. Get a small excerpt from each post, the title and a read more link pointing to your single blog post.

Here are all the milestones you reached:

This exercise keeps your website current.
Not only will you get traffic from the search engines, but the newsletter will remind your prospects and contacts about your existence.
If some of your blog posts are helpful tips (like this one) you pay it forward.
And finally, the most effective e marketing systems will provide you with an abundance of intelligence and analytics about who actually read your newsletter, who they forwarded it to and what they clicked on in the newsletter.

Like greatest showman on Earth, P.T. Barnum, who turned 200 years on July 5^th 2010, always used to say: “What happens when you stop promoting ………absolutely nothing”

What exactly is online social marketing?

Last Updated on March 20, 2019 by Jan Havmoeller Leave a Comment

One of the upcoming Online Marketing tactics.

Woman and Man reading media — Photo by rawpixel on Unsplash

Social Online Marketing is done by using Social Networking websites, which is part of the Web 2.0. Social Online Marketing is not only a popular and effective strategy of marketing, but it is easy and fun. By promoting yourself and your company into the online community (outside of your own website) you are participating in Social Online Marketing.

Social Networking Sites

Social Online Marketing requires the use of Social Networking sites such as LinkedIn, Facebook, Digg, Blogger, Twitter and YouTube to add/edit content for others to be able to access. Information placed on such sites allows consumers to not only view it, also link to it and/or post their own comments about it. The end result of Social Online Marketing is to increase visibility on Social Networking Sites, create inbound links, and increase traffic to your website which can be tracked through analytics software.

Facebook Social Media Network iPhone MacBook Pro — Photo by Tim Bennett on Unsplash

Not only are Social Networking sites useful for Social Online Marketing, their content can also be informational to their viewers. Social Networking sites can allow people to catch up on trends in the Internet world. There are many blogs for example that offer information solely on Internet news. Social Networking sites don’t just give information on the Internet; they can also give readers access to almost any information imaginable.

Enter Social Online Marketers

Although consumers are in control of Social Networking websites, they don’t have full control; Social Online Marketers can also participate in these sites.

Customers don’t necessarily want to be marketed to all the time, but they want to be communicated with, which can be done through online discussions. Consumers are out there expressing their thoughts, opinions, recommendations and complaints about your products regardless and not accessing/engaging in these conversations is ignoring an excellent opportunity. By engaging in conversations with your customers and hearing their thoughts, you can get feedback on what changes/improvements your product can use as well as give you an opportunity to address their views through your comments.

All the hype of Social Online Marketing is causing an exponential growth in users and its possible uses as a powerful online marketing tool.

A Research Tool

Before starting your Social Online Marketing campaign it is important to think about what exactly it is that you are marketing. Brainstorming about your Online Marketing goals should include research of your target demographic and your key competitors.

Brainstorming People Over Rerports — Photo by rawpixel on Unsplash

Once able to locate your target audience it will enable you to answer key points that define what Social Online Marketing tactics will be successful. The following are questions to keep in mind about your users when determining how to proceed in your campaign: where do they spend a majority of their time when online? (or sometimes even when offline) and what are their hobbies, interests and needs?

By researching your leading competitors you can gain knowledge of how they have tackled Social Online Marketing. Whether competitors have published in wikis, posted on blogs or created a Facebook Fan page they should all be easily traceable through their website. Many Online Marketing attempts can be found just by performing a link search of their website.

You can create a custom Social Online Marketing plan for your website since you now know who your consumers are, information about them and what your competitors have done.

Although Social Online Marketing is relatively easy to perform, it is nearly impossible to engage in every single website out there, nor is not necessary (in most situations) to use every form of Social Online Marketing.

The more relevant avenues your campaign exhausts the more likely you are to have a successful results, which more often than not means the more time you have to spend on your Online Marketing campaign the better your results will be.

There are massive amounts of Social Online Marketing websites currently available, with literally hundreds of new ones emerging each month making it even more impossible to access them all.

Examples of Social Online Marketing websites include, but are not limited to:

LinkedIn is a Social Networking website that revolves around networks of professionals. Your professional network of trusted contacts gives you an advantage in your career, and is one of your most valuable assets. LinkedIn exists to help you make better use of your professional network and help the people you trust in return. Their mission is to connect the world’s professionals to make them more productive and successful. They believe that in a global connected economy, your success as a professional and your competitiveness as a company depend upon faster access to insight and resources you can trust.
Facebook is another Social Networking website that gives users the ability to keep in contact with friends. People can publish notes, upload photos, view news from friends, join networks and so much more. By posting a photo of your brand on your companies Facebook page it allows friends to view your product and hopefully generate traffic to your website.
YouTube is a video sharing/distributing Social Networking website. It allows visitors that don’t register the ability to watch videos or those who do register the ability to access the websites full potential, offering many of the applications that sites like LinkedIn do. YouTube is one of the fastest growing and largest Social Networking communities currently available, so it is a great avenue to perform Social Online Marketing.
Blogger is one of the more popular blogging networks among WordPress, Medium and others. By commenting in open-ended conversational marketing it allows the community to have a lot of control over conversations. Social Online marketers can create their own blog to share specific information to the community and plug their own product/brand.

In most Social Online Marketing communities it is recommended to not start out by promoting your brand or website. If you start out by “spamming” you are likely to get kicked out of that social community. Not only could the site administrators ban you from their site, but it could also scare consumers away from your direct online marketing tactics.

What is the next step? Initiating contact with your customers is important, but it is just as useful to continue to keep contact with them. You can’t just start something and not finish. Starting posts on a blog is great, but you need to show users that you are not just visiting, but are there often to listen to them. Customers are likely to add comments or thoughts to your posting which would in turn require a response from you.

Social Online Marketing sites are useful, but their content needs to be easily accessible by searchers. By making access to your Social Online Marketing attempts possible through a link on your website it makes less work for your users to view them.

So you were able to define your audience, locate your customers on the Internet, build a social relationship with them and promote your brand and website through Social Online Marketing. How can you tell if your Social Online Marketing techniques are working? Most analytic software allows goals to be set up and allows for the monitoring of conversion rates. (Note that you need to know what you are measuring first)

When just beginning your Social Online Marketing campaign it is recommended to perform one technique at a time. If using more than one Social Online Marketing technique it could be hard to tell which one elicits what results. To be certain which tactics work best, you should start your campaign by performing one Social Online Marketing form at a time. If you start a multitude of tactics at one time it will more than likely give you an excellent result, but will leave you wondering which one is better for me.

On the other hand, if you are familiar with Social Online Marketing and know which forms are necessary for your campaign it is best to perform more than one tactic at a time. By promoting multiple forms of Social Online Marketing at once it will give you quicker results than marketing just one at a time.

At Kompani Group we offer monthly online social marketing maintenance services. Ask us about what we can do for your company.