Locable Consulting is a new service we’re offering to publishers that either don’t fit into our Publisher Network or would like additional 1-on-1 help. While different from our core network, our consulting services are based on our years of experience building community with local publications.
Locable has developed a program that enables you to extend your brand, values and revenue as an extension of your existing activities rather than requiring an entirely new set of practices. We believe strongly in what we refer to as “Value Multipliers,” these are activities that result in multiple benefits rather than just a single benefit from a single activity. While this is always important it’s a requirement for local publishers and media companies and, fortunately, it’s fairly easy to implement with the proper training and perspective.
Locable consulting, therefore, enables publishers to immediately take their business and current set of activities and leverage them to grow the digital side of your business and, by extension, your bottom line. There are 5 major areas where we can contribute:
Wouldn’t you know it, publishers just love doing things the hard way. Our Activities Audit is a deliberate review of the things your business is doing today from the content in print, to your Facebook page and website, your email marketing efforts and more. The purpose of the audit is to identify your most and least valuable activities and find areas for improved efficiency; areas where with minor adjustments you can benefit from the aforementioned value multipliers. We help you work smarter so you can get more benefits without working harder.
Publishers tend to struggle mightily with digital sales. We act as the “Digital Sales Manager,” this role is more akin to a digital sales specialist rather than a new superior for your sales people to report to. In this capacity we providing sales training and an understanding of relevant principles and considerations such as SEO & Social Media. We also work with the publisher to set pricing, incentivize and equip the sales team for success, develop integrated packages and introduce and support solution-selling through ride-alongs (real and virtual) in order to understand advertiser objectives and develop the appropriate integrated solutions rather than “just selling ads”. We’ll also assist with closing sales or closing on behalf of a sales person while still maintaining the integrity of their personal relationship. To wrap up, we’ll work with your support team to make sure they are able to properly deliver on sold programs and ensure they’re successful for all stakeholders.
We’ll ensure you have the right content management system and supplemental technologies in place to support your efforts and create a vibrant online presence. It’s important to note that while we have proprietary technology specially built for local community sites we often work with other systems for non-local sites.
We work with your editorial team to adopt a “Media Mindset” which includes content coordination – that is, ensuring print effectively and consistently converts readers into website visitors by identifying opportunities for web-based supplements to print content and crafting effective calls-to-action to drive people from print to web – and, ultimately, web to print.
Social Media & Email
Growing your distribution channels is an important practice to ensure brand value and revenue opportunities scale over time. These can be monetized directly as well as indirectly by supporting traffic generating activities which is an important part of adding value. Most notably, we work to grow your email list and develop the email strategy while also growing social media followers and helping identify and implement a social media strategy that’s appropriate.
If you’re ready to embrace digital or need helping profitably growing your brand online contact us today for a free consultation.