Inbound Marketing and Online Reputation Management in the Cyprus Professional Services Sector
In order to support the Cyprus professional services sector react against the damage done to its professional reputation, Navigator organised a training programme on inbound marketing and online reputation management. The training featured 2 days of classroom training followed by full-day consulting visits to the participating companies.
The Cyprus financial crisis created a severe problem for Cyprus’ professional services sector. With deposit confiscation for accounts held in the Bank of Cyprus and Cyprus Popular Bank, as well as credit controls, the attraction of Cyprus as a hub for international business was shaken to its foundations.
While the government of Cyprus mobilised its resources to combat the image of Cyprus as a money-laundering criminal centre, its efforts were haphazard and limited. Rather than putting its online PR efforts on a “war footing”, it chose to ignore the massive press battle being waged against it in favour of the anodyne reassurances of its Eurozone “partners”.
Client:
Cyprus Chamber of Commerce & Industry
Date of Engagement:
May 2014
Countries of Operation:
Cyprus
Business Function:
Digital Transforamtion, Marketing
Business Sector:
Professional Services, Real Estate, Services
For further information, please contact Philip Ammerman.
Inbound Marketing
Inbound marketing is a strategic online promotion process whereby enterprises use content and social media marketing to:
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Attract visitors via a network of social media sites, blogs, content marketing and SEO
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Convert visitors into leads
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Convert leads into customers
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Assure customer retention by eCRM, special offers and engagement
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Measuring the results
This process is illustrated by the emarketing sales funnel, which is a variant of the classical sales funnel. At the top of the funnel is the world wide web, which comprises over 2 billion internet users, over 1 billion Facebook users and hundreds of millions of users of other sites such as LinkedIn, Twitter, Instagram, and services.
Online Public Relations
Online public relations features activities geared towards influencing media, communities and audiences that exist solely on the Internet using online channels. That includes search engines, blogs, news search, forums, discussion threads, social networks and other online communication tools. Brand reputation monitoring and management is also a focus area for online PR.
In addition to creating content (press releases, articles, white papers, etc), online PR focussed on getting favourable coverage from other sources, e.g. bloggers, product review sites, etc. This involved “pitching”, or communicating with a network of opinion-makers.
Learning Objectives
Participants in the course are expected to master the following knowledge and skills:
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Understand the reasons, vocabulary and dimensions of the Cyprus financial crisis and how this is perceived by different interest groups, including European institution and European press
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Principles of online reputation management and online brand management, including using the 10-step matrix to manage reputation online
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Analyse their corporate brand from multiple perspectives, including client perspectives; Re-position and differentiate their online corporate brand for clients, domestic competitors and international competitors
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Develop online content to counter negative stereotypes and reinforce online strengths
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Principles of Inbound marketing, including the sales funnel, search options, calls to action and other key techniques
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Content marketing via social media promotion and networking in favour of online brand and reputation management as well as online search
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Developing and promoting online articles, press releases and corporate references to enhance inbound marketing and online brand management
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Use free online tools, including Google Keywords Tool Finder, Google Analytics, MailChimp and others to manage reputation, branding and content online
Training Modules
Day 1 Inbound Marketing and Online Public Relations Management
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The Cyprus Financial Crisis
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Principles of Online Public Relations
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Managing Online Public Relations & Branding
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Inbound Marketing Principles and Strategy
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Corporate Workshop: Developing an Inbound Marketing Plan
Day 2: Advanced Inbound Marketing
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Content Marketing and Online Brand Management
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Copywriting
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Content Marketing, PR Management and Social Media
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Direct Communications with Clients and the Public
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Conclusions & Closing
For further information, please contact us.