Mistakes are a healthy part of every marketing strategy, and they're certainly nothing to be ashamed of in the new(ish) world of social media. That said, being sloppy is a whole different story.
We've talked about the basics of marketing automation workflows quite a few times before. If you're reading this post, you are probably already running a few workflows. So I'm not going to talk about how to get them started -- Instead, I want to talk about what to do after you've got a few workflows under your belt.
The real secrets of why companies with in-house marketing and
communications teams partner with agencies
Most small to mid-size businesses work with marketing and communications (a.k.a. marcomms) agencies on everything from sales campaigns to brand building.
You may be asking yourself, “How can something usually stuck behind an inbox or a mailbox, have anything to do with driving organic traffic to my website?” To illustrate how this works, I will share a recent experience of my own.
This is the age of earned. In recent times, there has increasingly been more focus on digital marketing for owned and paid media with the ability to accurately measure the result of our campaigns. But with public relations moving at a greater pace than anyone else in marketing and communications – turbo charged by digital, our skills are more relevant than ever. But we need to move fast to take advantage!
Private Equity boards are comprised of individuals with a significant amount of wealth at risk, so naturally, their primary concern is the growth trajectory of the company in which they invested. Beyond that, by the time you are presenting to your board, they will have conducted all of their due diligence before the buyout, and are now focused on the ongoing operations of the business. They want to see a structured plan that is a mix of aspirational and realistic, as well as the concrete steps that will be taken to achieve that growth.
When organisations hire public relations firms their first thought is often how the consultants can help them gain visibility in the first instance and, if everything goes according to plan, how to gain favourability in the long term.
I was on Linkedin earlier. No, I wasn’t looking for a new job. I was looking at a friend request from someone involved in a strategic business streamlining network who had ‘felt some synergies between our business methodologies’ and felt it was a great idea to link. I didn’t really feel the synergy. Really, I didn’t. In fact I don’t know what synergy feels like…a tingling sensation? An unrelenting calling? Hives?
The only thing worse than having no sales team, is having a poorly briefed one, because they won’t make you any money, but they will cost you.
So how do you build a sales team that is high impact?
The answer is properly briefing your sales person (or team) to ensure they are well equipped to have conversations with your prospects, articulate the value of your event, and close the sale.
A well-briefed sales team is the key to an effective exhibition.
When engaging in conversations that are meant to be persuasive or to influence your listener’s actions (for example, a sales pitch, an email campaign, or a call to action), your goal should be that your listener both receives and retains your message. The first step in achieving this is to tell them what they need or want to hear, not simply what you want to say. This is also true, and fundamentally more urgent, in a crisis communications situation. It’s human nature to more effectively receive information that is relevant and timely to us.