If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask an expert about how you can leverage digital tools to grow your business.
In this edition of "Ask the Board," we feature Katie Zamarra, founder of Venue Communications & Marketing, a Utah-based agency focused on creative communications for community lifestyle industries and placemaking. She shared her tips on how entrepreneurs and business owners can make the most of digital tools.
Running a small communications business comes with unique challenges and opportunities, especially when it comes to leveraging data effectively. As the founder of Venue Communications, I believe utilizing data tools is critical for communications agencies' success, especially in today's evolving landscape. This strategy opens the doors to enhanced decision-making, real-time campaign tracking and measurement, personalized communication, and, most importantly, a competitive advantage.
Here are four recommendations that help our agency maximize the potential of data tools without having the resources of large corporations.
Utilize free data tools
Knowledge is power and data can give it to you. The good news is you don't have to break the bank to use data tools. In fact, there are plenty of reliable options that won't cost you a dime.
A few of our favorites include Google Analytics for website traffic and user behavior analysis, Google Data Studio for creating interactive reports and dashboards, and HubSpot CRM for managing customer relationships and tracking sales data.
The good news is you don't have to break the bank to use data tools. In fact, there are plenty of reliable options that won't cost you a dime.
Hire emerging talent and embrace continuous learning
Recent communications graduates and young professionals are often well versed in the latest public relations data tools and trends. They bring fresh perspectives and help our business stay ahead. We look for internship programs with local universities as well as encourage our team to take online courses and attend workshops to enhance their skills. You may be surprised at how much a young professional enhances your business.
Take advantage of AI and automation
Artificial intelligence (AI) and machine learning are transforming data analysis. Instead of relying on expensive analysts, focus on developing the ability to ask the right questions. Embrace AI to make your life easier. We use ChatGPT for generating insights and trends, Anthropic Claude for conversion analysis, and Granola for meeting summaries.
Have a measurement framework in place
We've implemented a systematic approach to track and review client key performance indicators regularly. It helps us make informed decisions and adjust strategies as needed. We use monthly dashboards that regularly update to keep track of key metrics.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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