CIO Bulletin

Transparent marketing and communications with clear results: WSI E Results

Most companies don’t launch a public relations campaign, which is where they make a big mistake. Not having a PR campaign can lead to tremendous opportunity loss for the company.

A well-planned PR campaign will help you get the word about your company, products, and services. This can lead to increased sales, improved brand image, and even greater profits.

If you are looking to get the word out about your company’s product and services, have the perfect pick for you. WSI E Results understands your business and goals, your competitive environment, your past marketing and communications successes and failures, and the strength of your current marketing and communications foundation.

In conversation with Lisa Kilrea, CEO and Managing Partner, for more insights about the company and their services

Q. What was the motivation behind starting your business?

I started this business with the motivation to help businesses grow their online presence and reach their target audiences effectively. When I started out, there was a major gap in the market for businesses that needed a reliable partner to handle their digital marketing efforts. Many businesses don’t understand or have the capacity to run full marketing programs, and it’s my goal to help bridge that gap. We provide the services and inputs to drive measurable results for our clients through data-driven strategies and innovative solutions. From day one, I’ve been passionate about helping businesses succeed online and are committed to delivering exceptional value and results to our clients.

Q. A well-strategized marketing strategy will help the company build trust with end users, potential clients, and customers. How do you create a roadmap/campaign that will meet the clients’ demand?

A well-developed marketing plan is essential for building trust with anyone you work with, whether that’s end users, potential clients, or stakeholders. The most crucial step is to start by defining your target audience, setting specific goals and objectives, and conducting thorough market research. Without understanding this, you’ll struggle to tailor your messaging and tactics to best reach the right audiences. Additionally, outlining specific goals and objectives is critical to help you set expectations, measure the success of your campaign, and make any necessary adjustments. Essentially, taking a thoughtful and measured approach to any marketing strategy is going to help you achieve the client’s overall business objectives while also developing an important sense of trust.

Q. What is the level of client visibility offered by your company?

This all really depends on the client we’re working with - some are super engaged in the digital marketing side and want to know everything, while others don’t want to touch it and wish that we take it out of their hands completely. With this in mind, I approach visibility differently depending on the client’s level of comfort and business situation. For some, a weekly update may be more than enough, while others want to track progress, touch base regularly, and receive updates more frequently. I’ve found that this approach helps foster trust, collaboration, and ultimately strengthens the partnership between myself and the client.

Q. It is quite difficult to achieve success in every digital marketing campaign that is developed. How do you overcome failures?

Like any new initiative, achieving success in every digital marketing campaign is a lofty goal. Even with the most thorough planning and strategic execution, unexpected challenges may arise, leading to setbacks and failures. The key to overcoming these setbacks is taking them as opportunities to learn and grow for the future. When faced with a challenge, I always look at what went wrong, identify areas for improvement, and apply these lessons to future campaigns. Being open and transparent with clients and stakeholders about the challenges faced can help build trust and strengthen relationships. By embracing failures or road bumps as valuable learning experiences, digital marketing professionals can improve their methodologies and leverage the approach for future campaigns.

Q. How do you create engaging content? And how do you assess the quality of the content?

Creating engaging content is all about understanding both your client’s and the audience’s needs, and presenting information in a meaningful way that adds value to their day. There’s no one size fits all approach here - leveraging storytelling techniques, multimedia elements, altering your tone to meet the audience. Assessing the quality of content is more systematic - we tend to look at trends and numbers to see what’s performing well through engagement rates, click-through rates, social media shares, and more.

Q. Effective SEO means you rank high. Sites that rank high are targeted by competitors who want a slice of the SEO pie, which means you’re always on your toes. How do you manage to keep yourself ahead of the curve?

As competition grows online, website operators need to remain vigilant and ready to adapt quickly. To keep ahead of the curve, we are constantly researching the latest trends and updates for SEO while also keeping a close eye on the strategies and techniques others in the industry are using. By looking at SEO as a living thing that needs continuous analysis and adjustment, rather than a task to be completed, you’re better able to react quickly and maintain your site’s position at the top of search rankings.

Q. Keeping in mind the social and cultural challenges women are often faced with in the workforce, what you would like to suggest for the women who want to be successful like you?

I would say look to those around you - look for like-minded people like mentors, colleagues, and friends who share similar goals and aspirations, and build a network. You’ll find yourself surrounded by support, encouragement, guidance, and so much more. In your work, strive for continuous education, improvement, and skill development however you can. Take calculated risks, give yourself the space to fail and embrace it as an opportunity for growth. Most importantly, never let limitations define your potential for success.

Q. Why is gender balance and having a more diverse workforce important, especially in senior management teams?

Having a diverse and balanced workforce in today’s economy is critical, especially in senior management teams that set the tone for a business. With a diverse workforce, you get a range of perspectives, experiences, and skills, which leads to more creative and innovative solutions alongside effective results. By bringing top talent to the table, regardlessof gender or any other emographic factor, you unlock so much potential for your business and the quality of work you’re able to deliver.

Lisa Kilrea, CEO and Managing Partner

As the CEO and Managing Partner of WSI E Results, Lisa Kilrea understands the importance of coupling meaningful relationships with measurable strategy to deliver exceptional results. With clients in over 80 countries, Lisa has helped entrepreneurs and business owners leverage the internet and digital marketing tools to unlock the full potential of their business. Lisa specializes in the Manufacturing sector, with a team of skilled strategists and implementers that apply proven methodologies across many industries, be it B2B or B2C. With a smaller team of focused experts, Lisa’s business ensures that clients get the individualized service they deserve at all times. Beyond her in-house team, Lisa also has the ability tap into the worldwide WSI network to assemble a team of experienced individuals to execute comprehensive digital strategies.

Lisa earned a Bachelor of Science and a Masters of Business Administration, both specializing in Marketing, from the University of Illinois. Prior to starting WSI E Results, Lisa worked in the energy sector for over 10 years.