Creating tactics is always the fun part of marketing — whether it’s the advertisement, social media components, television interview or the promotion, these are the enjoyable tools we enjoy crafting to drive our business forward. However, without a strategy to guide a campaign, they end up being solo components lacking cohesiveness. In marketing, tactics that constantly deliver your message and reinforce your brand are called touch points. Touch points work when they connect to each other like links in a chain, with a common theme and message.
As a PR professional, it may seem like a large enough task to target an already brand loyal consumer, or disrupt the conversation in a heavily competitive market. But what about when your client’s target customer is another business or organization? Business-to- business public relations focuses on earning measurable results in the form of marketing-qualified leads, new business opportunities and closed deals. Essentially, B2B public relations is about forming lasting relationships between businesses, far beyond any placement or metric.
The public relations industry is ever changing and misunderstood, especially in light of so-called “alternative facts” or horrific policies such as United Airlines’ poor handling of overbooking or campaigns such as Pepsi’s misappropriation of a national racial justice movement to sell a product. Both cases negatively impact each business’ bottom-line and overall consumer confidence. Many confuse PR for “Press Release” – when there is so much more to what PR practitioners do.
What is marketing strategy? In a nutshell, a strategy is a plan that defines the best way to communicate with the people who should receive your message. For Pepsi, part of their strategy may have involved using a trending current event to highlight their product. For Nivea — well, I honestly have no idea what strategy led to “white purity.” I just don’t.
If your strategic plan for growth is up and to the right, you must navigate this trajectory as you market your products/services, hire more staff, and scale your business. These factors along with others will help create the value you want now to achieve the long-term vision for growth. Here are a few tips to consider as you and your team develop and implement your company’s strategic plan.
How can Instagram, Vine and Pinterest integrate visual into your social strategy? Whether you’re already using Instagram, Vine and Pinterest for your business or you are planning to build out your social strategy beyond Facebook and Twitter, here are some best practices to help guide you. We will explore the essential features you need to leverage each platform and boost your online social presence.
It’s with good reason that 93 percent of marketers use social media for business — with more than 1.15 billion registered Facebook users and more than 550 million registered Twitter users (and many, many more users across other networks), it just makes sense to reach people through the medium. However, just because marketers are on social media doesn’t necessarily mean they’re using it correctly.