Marketing communications Archives - Technology PR by Anna Wood

Results-based PR

People like the idea of results-based PR as they like to be able to measure how it provides a return on investment. In the past, we used to measure PR coverage by a unit called AVE. AVE meant “advertising value equivalent”. We simply measured the size of the article and looked to see what it would cost to buy an advertisement of the same size. It was very simple.

We also measured the results of our work by column inches in the printed publications. This was OK up to a point, but it didn’t measure how helpful an article was. If an article is negative, it can be exactly the opposite of helpful and not a good investment at all.

So there was always debate about the value of PR. Some people felt it could not be measured. It was difficult to know whether an investment in PR had been worthwhile.

Also, all publications were treated the same – there was no comparison of their credibility. In reality some titles are more respected than others and the audience is often very different when you compare publications that appear at first to be addressing the same readership.

Now with most publications appearing online, and most people becoming proficient with analytics, the measurement of PR has completely changed. The latest digital reporting tools for PR are amazing. Results-based PR is much easier to achieve now. You can create reports that show exactly what has appeared and where. You can see an influencer score for each publication. You can also see how many readers it has, and the number of people it reached. The number reached will often be higher than the number of subscribers.

You can also see how many links have been added, from the articles to your own website. The links are important for two reasons. First, they can bring traffic to your website, as referrals. Second, they indicate that your website is an important site on the internet. This makes the links valuable in marketing – they help to bring a website to a higher position in search engines.

This has been a huge change for the PR industry, which traditionally didn’t show the results of its work this way.

I would still say that you can judge a campaign by gut feel. If it feels good, that usually means that it has worked effectively. People generally know if something has been worthwhile, but the question is how to prove that on paper? Sometimes it helps to demonstrate results in terms of statistics and numbers.

Results-based PR is here

I am using a very effective PR reporting tool. From this, I can see that the campaign I worked on during January and February created very close to 100 articles. They reached around 300,000 people in the specialist electronics design markets. The campaign added 43 new back links to the company’s website. We can see pictures of the articles, showing the individual sites where each item appeared, and we can rank them in terms of their credibility within their industry.

How to build a B2B PR Plan in six easy steps

This article goes right back to basics, and looks at how you might put together a PR plan for a Business to business campaign.

1. It is best to start by defining your audience as clearly and precisely as possible, in terms of their industry sector, their role and function within their organisation, but to go further than this, and consider their interests and likely concerns. This is the foundation of the PR plan.

2. Next, I would suggest considering your marketing messages. How can you present the best of your company in clear terms – say one or two sentences – that your customers will relate to, and which will inspire them to want to find out more about your company, or even contact you? This will be a theme throughout your campaign.

3. What resources are available? – Besides starting with some funds to cover the incidental costs, a PR plan will need some other kinds of resources: “material” in terms of interesting, eye-catching stories, images, anecdotes, examples of customer applications and expert input. An exciting news item can make a press release – an ideal resource. Then, having identified some resources, it may be good to think how to use them to the best effect, bearing in mind that more in depth material is usually used an exclusive basis and news items are only topical for a short period. By now you may have an idea of how your PR campaign is going to look.

4. Acquire a media list. Maybe you can assemble some contacts and make a list yourself, or maybe it’s better to take a short cut and get an instant press list by hiring a PR specialist who’s worked with the right contacts and can bring a media list ready made. The better you know the media – how they put their publications together, what they like to publish, and when – the more successful your campaign will be.

5. Consider timing and build some dates into your calendar. Certain dates may be fixed. You can plan media communications to work around industry events, trade shows and conferences, bearing in mind the dates you require for your product releases, and likely dates for news releases and company announcements. When these dates are pegged to the plan it’s possible to work backwards, and plan activities to hit the right dates and deadlines, allowing for publication lead times and holiday periods. It may be useful to think about the seasonality of the market, and whether to work around holiday periods, and also to dovetail with sales campaigns and other marketing plans.

6. Good management often means looking at results to see what lessons can be learned and feeding this in to the next stage of the plan. There are some neat tools on the market to help you see what has been published about your business and assess its likely reach and impact.

Having suggested that you take this kind of approach to make a PR plan, I would recommend allowing for some flexibility so that you can react to industry news as it unfolds.

Marketing – necessary evil?

It came up in conversation that marketing is “a necessary evil” and an overhead! I can understand that some companies have had bad experiences and have come to feel this way – and I know only too well how careful businesses need to be with their budgets! But whoever made this remark was clearly not getting their marketing right. Marketing should be the biggest and best investment you can make to enable your business grow.

What is Marketing?

It all depends on how you define it. Many people think of it as making brochures, websites, exhibition stands and fluffy PR – it can be viewed as a little arty by those on the engineering side of things. However to be more precise, those aspects of marketing should really come under the heading of Marketing Communications. The real scope of marketing is wider than this. The classic concept of “Four Ps” defines it much better: product, placing (for this read distribution or route to market), pricing and promotion. In most companies, the marketing department is focused on the fourth “P” – the promotional work – but the four Ps model is spot on because it puts the elements in the right order. There is other work to do before the promotional work can be successful – the product has to be right, the pricing has to be right and the route to market has to be prepared.

I will add a note about markets here. The size of a market will dictate the size of the opportunity for an individual company – and the number and relative strength of competing companies in the same market sector will have a bearing on the share that each single player can reasonably expect to achieve.

Successful marketing

I believe that for marketing to be successful – and in this instance I mean promotional marketing – a number of other business questions must be considered first. Top of the list is research to understand the size and scope of the market, competitors, and the potential demand and opportunity for the product or service on offer. Then, the product or service needs to be shaped so that it fits with that demand, at a viable price.

If the background research has been realistic, and if the product or service design and pricing are right for the market, then the promotional work should bring good results.

This article is about marketing budgets, not messaging, so I will not discuss propositions in detail here. However, to conclude, I would say that provided there is a real opportunity in the marketplace, increasing your promotional work should bring a real increase in business – and that those businesses that have done their research and have spent more on their promotions than their competitors will almost certainly do better in the longer term. This doesn’t favour smaller competitors – which is why the great business gurus like Michael Porter advise smaller companies to specialise in market niches where they can achieve visibility and success without such a large investment.

Case studies – ten ways to use them

Case studies for marketing. Here’s a quick article to suggest some more ways to use those valuable customer stories. Ideally you would make a case study for every market sector you sell to. First, collect the details of the story and have it written up as a case study, to make a marketing document that can be used as a sales tool. Then there are plenty of ways you can use this information in your marketing.

Case studies for marketing

Number one on my list has to be Content Marketing because it has become so important. There are a few different ways of doing this, but the principle is simply to display a brief version of the story on your website, and collect the email addresses of the visitors downloading the story.
Use the customer story in a PR campaign. Interesting stories about well-known organisations and forays into new technology are very often suitable for editorial news and features.
Email marketing – refer to the customer story in an email marketing message, and use a link to track “opens”. Many companies are now using a marketing automation system such as Hubspot to streamline this process.
Share the case study with existing customers. A new case study is a great topic for a company newsletter or a presentation to a user group.
A ground-breaking case study is a brilliant topic for a conference presentation.
Do something different and present the story in other ways – for example it’s no trouble to use a smartphone to make a video for posting and sharing.
I have seen detailed technical case studies being used very successfully for training sales people and distributors overseas.
Why not enter a customer success story for an industry award?
Add case studies to tender submissions to build credibility and strengthen a bid for a major contract.
Finally, this is one to make your internal team feel connected with customers, even if they are not in customer-facing roles. Use glossy pictures of customers using your products to brighten up your offices. It’s also good to have them in reception and meeting rooms. Of course, this only works for certain kinds of products and services!

With so many ways to use a customer case study, I believe it is well worth taking the trouble to put a story together and have it written in the right style and format for your business. The first customer in a new market sector could be an ideal candidate for a case study, as their story will help to gain a foothold and build credibility in the new market area. Ideally your case study library will contain examples from every sector of your customer base. Depending upon how you plan to use your case study, you may need anything from 500 to 1,500 words of text, but the average length for a business case study is usually between 800 and 1,000 words. That’s long enough to convey a lot of detail, but still short enough to be an easy read.

For the website, your case study may need to be shorter, to grab attention as a reader skims your site. Most companies have a preferred style for their case studies and work to that.

Please contact me at info@technologypr.co.uk to request samples from my case study portfolio.