Mining on line information may uncover high value gems

In business we learn from the very beginning to get to know our clients, learning about them and finding out what they…

…want before trying to woo them with our products and services.  Even when we have gained their valued business we listen to their feedback and tweak our offering if it’s not quite hitting their anticipated mark.

Gaining and keeping clients is the lifeblood of all businesses and we believe few would argue with the importance of understanding and fulfilling needs; in fact, a good proportion of time, effort and budget is generally directed at acquisition and retention – words which will be very familiar to most who have products and services to sell.

Sadly, all this activity and energy is often directed solely at those prospects and clients who are visited and serviced face to face.  How much attention do we give to the needs and wants of the increasing numbers who come to us via our online platforms?

Yes, we may have spent a considerable chunk of budget in market research and focus group testing prior to launch which will equally be relevant to buyers who approach us in person or via the internet, but from that point on do we really understand where we are succeeding/failing to meet the needs of those who want to do business with us online?

There are a huge number of online analytics tools at the disposal of businesses nowadays and making good us of these could be the key to increasing engagement (and ultimately conversion) from online activity.  The insights, which can be gained from looking at the behaviour of those who are visiting our websites, are incredibly valuable and can tell us so much about where we are succeeding and where we are failing to meet the needs of those who are ‘checking us out’ via our virtual shop window.

‘Stickiness’ of particular pages has long been a concept discussed within digital marketing circles and the ability to keep an audience interested enough to continue to read and then want to know more is one which is generally valued.  Less considered, however, is the idea of determining what the audience are looking for, and at what specific point they are engaging or, alternatively, leaving altogether.

In simple terms, if a visitor to the website does not go on to contact or buy, there is something they are not finding which is essential to their decision-making process. Yes, it may just be a cost-based decision but it is possible that it may instead be based on having a specific need which is not being answered by the information on offer.  Taking the time to understand where people are ‘falling off’ is the first step, digging further to find out why that might be is the next stage (and the one which will reap the highest rewards).

We are not for one minute suggesting that the reasons will always be clear cut and, even with the best analytics tools, there may still be a degree of detective work to be done.  Taking a look at the whole customer journey, however, (perhaps as far back as them responding to a piece of email marketing) will provide some very useful clues as to what initially sparked their interest and, therefore, what in particular, they hoped to find when they clicked onto the website.

Successful modern day marketing is a long way from the ‘numbers game’ of old.  It is more about understanding the target market, anticipating need, satisfying doubt and making a compelling case for purchase.  In the same way as a salesman may have sat with a potential new client with notepad and pen poised to gather information, we must extract what we know about our online ‘prospects’ and use this knowledge to guide them in their journey to conversion.

At RDZ PR we are all about raising profile and getting your target market to notice you and see how fabulous you are.  Of course, once we drive those potential new clients your way we want you to make the very most of the opportunity and we are, therefore, always here to help advise on every aspect of your marketing strategy.  If you like the sound of a PR agency who want to be part of the whole solution then get in touch with Rach via


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Rachel Hargrave

Rachel has over 30 years of local, regional, national and international communications experience and expertise across a wide variety of clients including FTSE 100 companies, SMEs, micro businesses and start-ups. She also has extensive charity, Not-For-Profit and Community Interest Company experience and happily offers clients working in these areas a 50% discount on all RDZ PR rates.

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What Our Clients Say...

Sangeeta Patel, Joint CEO, Reaching People

Rachel provided us with a day of free support in association with the LLEP programme. Despite it being ‘free’ Rachels support was professional and dedicated. We received a full day of practical support including a discussion to fully understand our organisation, an assessment of our need, the production of a communications and marketing plan that was realistic, manageable and practical aimed at helping us move ahead on the communications front and, ultimately, with our organisational objectives. Rachel achieved so much in the time she had including writing and issuing a press release that appeared in the Leicester Mercury, wording for our website homepage and a letter to go with our membership pack. She also shared her hints and tips about social media, her press contacts and she connected me with a potential Reaching People member! In all it was an invaluable experience. Thank you, Rachel for giving up your time to help us.

Heather Johnson, Botanical Artist & Stationery Designer

I went on one of Rachel’s introduction to PR workshops and it was fantastic. She covered absolutely everything, explained it all in an understandable way and didn’t try to sell anything. She gave as much information as possible, answered all questions and she was just lovely. I would highly recommend Rachel for anything to do with PR and won’t hesitate to use her services in the future.

Ravi Summan

I was introduced to Rachel by an executive coach. My requirements were to provide quality, simple to understand content to engage with my target market and generate new customer enquiries in health and wellbeing. From my first discussion with Rachel, it was clear that she had the skills and empathy to provide a service to support the growth of my business. Rachel’s content writing and editing is very effective and her diligence ensures the right message is articulated. It is no surprise to me she has a strong track record of helping entrepreneurs and businesses of all sizes support their growth. Aside from her professional competencies, Rachel genuinely cares about people and working with her allows you to focus on your core business. For those who are new to building their own business or employed by a large corporate, you will get value and authenticity from Rachel’s content and PR services.

Jayne McIntosh, Director, Air Aesthetics Health & Wellness Clinics

I met with Rachel and was instantly impressed with her warmth, enthusiasm and ability to understand the key issues being faced. She took time to clarity objectives and the key tasks required. A quick study she was able to pinpoint the brand tone of voice accurately. Rachel’s’ copy writing skills have been excellent. She has written for my business website, advertorial pages in lifestyle magazine and has also written first class responses to awards entries which are curtailed in length. Rachel is just really, really good!

Victoria Curtis, Company Secretary, Mono Roofing Ltd

Rachel came to provide our company with an appraisal for the company PR, and we learnt an awful lot! Rachel taught us how to make the most of our marketing and advertising and how to make it work for us, to get the client’s we really want. Rachel has provided our company with a plan to follow, and we are gradually implementing these procedures, and we know that in doing so, it will really raise the profile of our company and get us the work we want. I would definitely recommend Rachel to manage your company’s PR.

Trusha Lakhani, MD, Great Business Matters t/a Trusha Lakhani

Rachel Hargrave is one of the best PR experts that I have met. She not only understands the best awards for her clients but also how to make the most of the opportunity for the client’s personality. Put simply Rachel gets people. She understands her clients and their goals and is with you all the way. I highly recommend Rachel Hargrave and The Awards people and RDZ PR.

Paul Gerrard, MD, Gerrard Cranes

Rachel and I met yesterday to discuss my existing marketing and options for how we can improve and develop the strategy for my business. It’s very clear that Rachel has vast amounts of experience, knowledge, ability and some great contacts to achieve some amazing results. If you need some professional guidance with PR/awards/marketing then I’d highly recommend you get in touch with Rachel and see how she can help you out.

Victoria Beale, CEO, Business Live Global

I’ve worked with Rachel for the past ten years on a variety of client projects and for my business also and the service we have received has been second to none, consistent and most importantly delivers RESULTS. I would have no hesitation recommending RDZ PR to my customers and Business Live Network. Thanks Rach! Here’s to another ten years and more!

Mark Esho MBE, Easy Internet Services, Easy Internet Solutions, Dreme, Access Rating CIC

Thanks for all the hard work you put into the PR work for our companies and subsequently the business award submissions. You made the whole process stress-free, and the quality of the submissions have resulted in the receipt of multiple business awards. Great work, Rachel.