In 2019, the global industry faces a multitude of challenges, whether it is an international oil and gas company or big tech Inc, the prevailing need to continually improve its effectiveness persist (obtaining an attractive Return On Investment)
The fastest way to optimize results is to strengthen the marketing strategies being carried out on behalf of your brand. How? Through the diversification and customization of campaigns – or what experts call Publicity.
Digital Image 2.0
According to the precepts published in Forbes (which highlights the importance of earned-media), we can conclude that having a commercially successful company has nothing to do with offering high-quality products or services – even if it is a significant index for its permanence in the long term market.
Instead, the objective of your business remains to build a positive image (news-worthy). It is not enough to proclaim the benefits of your solution in every platform – which is a concept from marketing 1.0. You have to gain credibility, starting from collaborators to shareholders, investors, clients, and the overall public. Proof of this is represented by the increased number of Google search for keywords such as: be featured on media, or get a link in Forbes, etc.
That is the reason why a publicity agency is hired. They take advantage of their connections to establish positive relationships with the public found in ideal communities to achieve brand objectives. 2.0 dynamics imply going beyond the conversations that are taking place in the market; instead, it creates them.
The action formula
You will build trust and gain credibility as a brand by choosing transparency, presenting yourself as you are, and bringing the best side of it. But, to do that, you might like to take the following steps:
- Your brand as a source: Give to receive. The concept of traditional content marketing is simple since it is based on the target audience realizing you are offering valuable knowledge, tools, and information.
However, regarding Publicity, your brand must come off as an expert in its field: giving away information people need, to arouse their interest and make them interested in receiving more help. The figure of the collaborator is prevalent nowadays, and you will find many options and portals for this.
- Commercial altruism: Contrary to 1.0, the objective of giving information is not to receive anything in exchange – at least initially; but to use communications based on “news information” clearly and concisely, promoting a sense of community.
This posture is typical in interpersonal relationships, which you can probably identify in your close circle – and that is precisely the goal. Unlike any other “cold brand,” your solution will have a human character, and your close circle will be interested in supporting any initiative proposed from that relationship.
- Recommendations: Once you have established the link, you have to prove with actual “evidence” what you do helps many people. You can do it by sharing testimonials from people who have worked with your brand, enjoyed the solutions, and feel satisfied afterward.
How will you know your Publicity strategy works?
One of the great benefits of this digital strategy is that its results are easy to measure and analyze. Among the many things you can do to determine if an approach has been successful, are:
- Mentions: When taking the figure of an informant, you can follow up mentions of your brand with tools such as Mention, SumoMe, Brand24, Buzzsumo, or Klout.
- Web Metrics: Having a presence in the media guarantees higher traffic to your website, from where you will have metrics such as unique visits, clicks, and downloaded forms. You can measure the analysis of your website traffic with tools such as Google Analytics, Majestic, SEMrush On-Page SEO Checker.
Retention indicators: These serve to analyze the impression of the contents available on your platforms – which you will use as a complement to the information offered on external sites. Here you can see the rate of return, rejection rate, pages per visit, and frequency of visit.