The aimClear Public Relations teams will take yesterday’s best practices, and leverage today’s dynamic digital opportunities to create a brand presence for your company that rivals leading brands around the world.
aimClear Public Relations (PR) strategists are key members of today’s digital marketing team. As communications partners, we use deep insights into a company’s key messages, product and service offerings to lend strategic content to the digital marketing process. Our team is steeped in traditional strategies designed to reach journalists, bloggers, news organizations and the public while also being poised to provide best-in-class PR delivery that goes beyond the norm.
We take old school PR and bring it into the digital realm. Our public relations efforts are geared to leverage our clients’ content in search and social, as well as traditional periodicals, to generate valuable impressions in the right mix of channels, ad networks and social communities to reach target-rich audiences. We work to pilot creative messaging via paid and organic distribution networks using cutting-edge techniques. Our goal is to run public relations campaigns that achieve measurable results online and offline.
- Strategic PR Planning
- Editorial Calendar creation
- Media Pitching
- Key Message Writing
- Press Release writing and distribution
- Case Study/Contributed article writing
- Speaking Abstracts
- Trade show Public Relations
- New Product Launches
- Media Training
Social Media/Community Management
Today’s Community Managers use social media platforms to act as brand evangelists and community advocates. What better advocate is there than the public relations professional who already speaks to your core audiences through press releases, contributed articles and case studies?
Having trained Community Managers all over the world, aimClear literally wrote the book for how to do this increasingly high profile and crucial job. Our team of PR professionals works to create the visual and informative content that can be leveraged to grow online communities. Part of our scope of services includes training clients’ internal teams to produce engaging and critical community management content as well as handling social media during issues and crisis management situations.
Being a Community Manager these days is a fascinating fusion of various roles previously assigned to multiple areas of most marketing agencies and in-house departments. In order to be effective, CMs must possess a solid understanding and practical fluency in PR, search engine optimization (SEO), social PPC content amplification, analytics and content marketing. As an experienced tactician in all of these classic roles, aimClear is able to offer best-in-class services to our clients’ community management process.
Many Community Managers, as they manage accounts, are content to sit on their brand’s profiles, greet social users who stop by and “mind the store.” That’s only part of the picture.
The modern Community Manager also is charged with identifying related communities where users may have an affinity for the brand’s offerings. The art of ascertaining which communities may hold interested users can facilitate assertive acts of engagement and friendship as CMs leave the comfortable environs of their own walls and head out to meet people and engage them on behalf of the brand.
aimClear is the company you want representing your brand in social.
Reputation Monitoring & Management
Most moving parts surrounding community management are all about content, reputation monitoring and publishing.
Content & Reputation Monitoring
A big part of our job as marketers is serving up our own content, as well as curating relevant third-party content to share with our online audiences. This requires programmatic monitoring to catch the content and conversations crucial to our ability to be an expert in our clients’ areas of interest.
There is little difference between how we listen to content and conversations about those interests compared to how we listen to content and conversations about our brand terms and those of our competitors. Listening to third-party content and chatter surrounding keywords representing our brand’s ™, ®, and © assets is called “reputation monitoring.”
The mechanics of online listening are the same for each practice. We set up state-of-the-art dashboards to mine the deepest data sets in the world from every traditional and social media channel for mentions of important keywords and brand terms. The system alerts our social and reputation managers when vital keywords are triggered to then analyze for tracking or response.
While you are listening, others are listening to you. Creating targeted content is the total inverse of monitoring third-party content and should be undertaken with an agency that understands others are listening and may react. Informed content published properly, while still listening to third-party and community reaction, is perhaps the most important moving part of community management to master.
Content Distribution & Amplification
Our team creates and organically distributes intuitive and engaging content that serves well-conceived audiences. Your Community Manager distributes the content to organic audiences that love and share it. That’s a given. The problem is, while there is still some visibility in free social distribution, hardly any social users see your content in relation to how many could for content marketing success.
No matter how relevant and valuable content may be to a marketing audience, from an SEO perspective (the prominence your content receives in search engine results), all noble efforts to create gorgeous content are practically for naught if hardly anyone sees the URL after publication. No matter how you judge your online success, content needs to actually be seen and consumed for it to happen.
Content distribution is crucial. Obviously potential customers can’t be motivated to read a fancy blog post if they never knew about it. Bloggers and journalists won’t link out if they never discover your infographic, blog post, Google+ Hangout and YouTube video. High authority social users can’t share the link if unaware your carefully constructed, beautifully designed web-app exists. The crowd sourced industry study you invested so much in will have a limited effect without at least some distribution.
For years the content distribution solution was to rely on social media channels to distribute your content for free. Simply place links to content (hosted on your website on your Facebook wall, LinkedIn page, YouTube channel or Twitter feed,) and the post was seen by many people, even outside your immediate followers’ community. Social awareness commonly led to traffic from social to your website’s content. It was so easy! Ah, those were the days.
Now, sadly for marketers, free social media distribution has largely been cutback and can’t be counted on. Why? The answer is as easy as a quick look at Facebook and Twitter’s stock value and earning trends. These social media channels’ new business models force marketers to pay for the same organic lift that used to be free.
The reality of this new model is content posted on your social profile walls is barely visible even to community members who already indicated they want to see it. Marketers must now pay-to-play. The good news is it’s relatively inexpensive to “re-enable” social media’s formally free organic features. Distribution domination is inexpensive and easy.
With so much less distribution and visibility, how do modern marketers get enough eyeballs on precious content? The answer is to fundamentally alter our thinking about the very purpose of social display ads (PPC) and squeeze double duty out of our dollars. Now content marketers need to think of social PPC campaigns as editorial calendar-based social content amplification programs measured against content marketing and conversion KPIs, not just direct response-advertising tools.
PR Amplification: Distribution To Journalists, Bloggers, And A Myriad Of Focused Media-Role Use
A perk of social psychographic content distribution is that well-executed organic amplification of relevant content often results in links. It’s easy to target media roles using the “More Demographics/Job Title” field of Facebook ads and occupation targeting in LinkedIn. Marketers are already learning to ditch old-style link building efforts in favor of paid-organic link building to earned psychographic audiences, bloggers, and journalists.