The Shields Group
has extensive experience in helping clients establish and build a
community of interested people who go online for issues that are
relevant to marketing development.
Over time, this enables our clients to cultivate a community of
thousands of interested people, all relevant to the decision-making
process for their companies. This ever-growing group will come to
trust and anticipate the information that the company disseminates,
and will be therefore predisposed to respond to the client’s
promotional materials.
Over the years, we have developed a great number of proven techniques
for building such communities; in particular, we have learned the
“do’s and don’ts,” i.e., what creates enhanced reach and
interactivity, and what blunts and turns off that reach. In general,
people appreciate relevant content provided in easily assimilated
formats: short, pithy newsletters, links to breaking news, survey
results, key decisions made by visible industry players, etc. However,
they resent being “bombarded.” This provides the online marketer with
a very fine line to walk—one that The Shields Group will help the client navigate.
Typically, this represents just one component of a larger, integrated
campaign, and includes all work required to set up and run different
online campaigns, such as opt-in e-mail, e-newsletter sponsorship,
banner ads on major marketing publication sites, promoting a “planning
guide,”
Webinars, etc. This
also includes researching the most appropriate media sources,
designing the creative approaches, setting up landing pages and
response tracking systems, and fully administering and reporting on
all the different online campaigns.
