We’re making it easier to gain some valuable insight into the world of public relations, marketing, content creation, and social media management. Here at Konnect, we often hear some of the same questions from prospective clients, so it’s pretty clear that some businesses and organizations aren’t aware of how our services can help them.
From startups to established companies, public relations is key to building buzz and awareness around a brand. PR is one of the most cost-effective ways of marketing your company, yet it can also be extremely labor-intensive. Depending on a client’s exact needs, you may need to engage in media relations, influencer outreach, create press materials, handle events and tradeshows within your industry, and manage your reputation.
Typical Public Relations Strategies Include:
All of these activities require extensive time to reach out to the press and influencers to try and land positive stories around your brand. Oftentimes, you’ll need custom materials created that’s specific to the press in order to secure stories in larger publications. Events and trade shows are a huge task in of themselves and you’ll need personnel to work the show effectively. And finally, managing your reputation requires a myriad of tools to spot brand mentions and discern whether further action is required to mitigate any damage to an organization’s reputation.
To some degree, all marketing is the same regardless of whether it’s digital or traditional. Still, operating in the various digital channels can require a deep understanding of how those channels work and how to engage an audience once you begin marketing. We always recommend starting with a campaign strategy that addresses what social platforms you’ll market in, how your brand’s voice will inform the kind of messaging you’ll do, and what sort of content you’ll be creating.
With a solid plan to guide you, an organization can execute a social media and influencer strategy that really speaks to their core audience and addresses their needs. Successful marketing in digital channels requires an understanding of the idiosyncrasies of each channel and each platform and can require expensive content creation. Ideally, you want to push out stories around your brand or expertise and crafting those stories can be time-intensive. Most larger brands retain a social team dedicated to publishing engaging content, measuring the effectiveness of that content, interacting with the audience, and connecting with non-digital teams.
Some typical channels and platforms you’ll want to consider for your digital marketing efforts:
Whether you’re an established business or a brand-new startup, there is an array of traditional marketing you should be doing in order to communicate the advantages and benefits of your brand. As with digital marketing, you’ll first need to settle on your campaign scope and objectives. This will help inform the exact tactics you should be leveraging to reach your objectives and resonate with your audience.
Some typical traditional marketing efforts include activities like:
Recently, brand activations or elaborate event-specific installations have become a trendy way for brands to interact with their audience. Typically, these are set up at large events like SXSW, Coachella, San Diego Comic-Con, but really, any tradeshow or significant event might be appropriate for brand activation. Providing a unique and memorable experience for potential customers is always a solid traditional marketing technique.
Content marketing, like digital marketing, isn’t as different as it’s made out to seem. Many marketing efforts require content and content is at the heart of a brand’s communication. The more you engage in channels like social, email, and even traditional marketing, the more content you’re going to need. And creating that content to align with a brand’s voice is critical to that content engaging with a given audience.
Generally, you’ll want your content to be specially crafted for the platform on which it will be published. For instance, if you’re active on YouTube, clearly, you’ll be wanting to create a depth of video content. For email newsletters, you’ll need product-specific, promotion-specific, or otherwise timely and topical content that is formatted specifically for the inbox. Each platform in your campaign demands a distinct kind of content. Sometimes, it can be lengthy – think your company blog for example – other times, it needs to be short for a platform like Twitter that imposes a strict character limit. Understanding how to create a compelling story and then translate it to different platforms is a huge challenge.
You’ll need an array of media types at your disposal in order to make sure your message stands out amongst all of the other brands and messaging.
Here’s a shortlist of media you’ll need to consider creating for any content-heavy marketing campaign:
While you could engage with individual firms that each handle various aspects of your marketing and PR, it’s generally easier to work with a multi-disciplinary agency that can do it all in-house. Moreover, you’ll get a cohesive strategy that seamlessly pushes your messaging to a wide array of channels without having to deal with the confusion of multiple companies working on your behalf. Look for a firm that is fluent in traditional marketing, digital marketing, social media management, content generation, and hopefully, one that works with clients in your vertical market.
For more stories from the PR and marketing trenches, be sure to visit the Konnect Daily, where we share our experiences and insights from working with real clients.