The discipline of public relations (PR) is one of the most cost-effective forms of marketing. PR is essentially managing the flow of information and news between a person or organization and its various publics such as customers, partners, employees, bloggers, journalists, and others. There is a lot to like about PR, particularly when brands can tell their stories in far greater detail and at a fraction of the cost of a typical advertising campaign.
A well executed public relations program has many benefits—from an implied third party endorsement of a company to enhanced customer relationships and industry reputation. The end result is an accelerated buying process, moving leads deeper and faster into the sales funnel towards conversion. Continue reading
Social media is not a strategy, but a tool or enabler of an overall communications strategy. It is essentially one of many channels that can be included in a digital marketing strategy. Successful companies align their social communication channels with business goals and integrate social media into all of their marketing programs.
Social media is quite often less expensive than advertising, and in some respects far superior when looking at it from potential amplification and sharing of content and key messages. Good content undoubtedly spreads like wildflowers! Continue reading
Marketers love branding, awareness, and lead generation programs. They develop compelling value propositions—encapsulating the benefits of a product or service for a targeted group of customers. The multi-channel marketing strategy is put in place and aligned with corporate objectives. Marketing is ready to go-to-market. What can possibly go wrong?
For one, there is a potential gap between marketing objectives and field execution, where customer-facing sales people engage with buyer organizations. I liken it to the “last mile” metaphor because this is the vital final link of the communications strategy trail for a targeted audience.
Marketers must be ready to bridge any potential gaps in strategy execution. This is where sales enablement comes into play by helping the sales force sell more effectively. Continue reading