Integrated Tech PR and Digital Marketing Agency – Guildford, Surrey, UK
Michael is responsible for the planning and implementation of digital marketing strategies for brookscomm and its clients. He has diplomas in professional marketing and digital marketing and his skillset includes: SEO, PPC, HTML, CSS, Social Media Marketing, Google Adwords and Google Analytics, WordPress, Marketo, Drupal, Hubspot, Mailchimp and Amazon Marketing Services. Michael has worked in marketing for over 15 years in both a client and agency capacity and is a long standing committee member of the Surrey Chartered Institute of Marketing (CIM).
Love it or loath it, Twitter is a remarkable tool for creating awareness for your brand, interacting with customers and generating buzz. Better yet, it’s free!
Used correctly, Twitter is a fantastic tool which can be used in a multitude of different ways. Creating and cross-promoting engaging and relevant content to followers, is what it’s predominantly used for. Whether you are targeting customers or clients, it’s easier and quicker to respond to individual’s queries, and, regardless of the number of followers you have, tweets can be seen globally, in real time.
Especially if you are a start-up business, Twitter is certainly the way forward for gaining traction, exposure and engagement within your target audience.
So how does it work?
The USP of Twitter is that tweets are 140 character messages, thus concise information is key. Pictures, links, mentions etc. all impact on the word count. However, there is speculation that this will change to include these additions.
How to optimise your tweets:
Use relevant and trending # hashtags (used to search & track tweets)
Use photos – Imagery increases engagement!
Mention relevant individuals/brands & tag them
Pin posts to gain the most impressions – they will appear above the flow of time-ordered tweets, right at the top.
You can now retweet your own tweet if you want!
Call us on 01483 537890 or, alternatively, email us email@example.com and we can help you engage with your target audience successfully using Twitter!
Not all PR & Marketing professionals are the same. In the tech sector these people have unique skills that make them stand out from the crowd. For instance:
The ability to translate complex tech functionality into customer centric solutions
An understanding of tech buyers decision making influences & processes
Using segmentation tactics to define and reach target audiences
To find out more about their goals, challenges and views on the effectiveness of their PR & Marketing activities, we recently conducted an in-depth survey. Criteria for participants was that they held a senior or director level PR or Marketing position within a STEM (Science, Technology, Engineering, Mathematics) business in the UK.
Here are the highlights of the results:
79% stated that the primary goal of PR & Marketing is to generate leads
It wasn’t surprising that lead generation was rated as the number one goal, however the margin between this and the next highest rated goal (14% said grow awareness about the brand within their target market) is significant.
Many STEM companies are start-ups or come from emerging technologies where high levels of R & D require swift returns on investment. It would seem that the pressure is on PR and Marketing to quickly generate sales ready leads to enable the company to achieve revenues to repay investors and give the business the means from which to grow.
41% rated “Proving a return on investment from PR & Marketing” as the most desired outcome
Tangible evidence of reach, growth, engagement and conversions are the C-suite currencies that tech PR & Marketing teams have to deliver. With Brexit and an uncertain global economy its seems that our survey participants are under no illusions that their job could be at risk if the department does not prove its worth to the board. What’s required is having relevant KPI’s in place and accurate tools to report on activities.
70% said that their biggest challenge is integrating multiple projects
When you consider the variety of projects such as: PR, awards, events, webinars, inbound & outbound campaigns, internal marketing, product launches, SEO, blogging to name but a few, and that each activity involves different people and different technology, it’s no surprise that integration was the biggest challenge.
Marketing automation tools such as Marketo and Hubspot offer some degree of integration, but bringing together people, processes and technology requires PR & Marketing professionals to find ways to improve project management and encourage collaboration.
68% believe that digital PR & marketing tools aren’t being used effectively in their business
Despite being in the tech sector and despite many of the participants having a strong digital presence, they still felt that their business did not utilise digital tools. In the comments section of this question participants said that measuring reach was an issue as was ensuring that publications were shared on social media platforms by staff.
Check out the infographic for more results..
We’ve visualised these and other results in our infographic below.
What are your views on the effectiveness of PR & Marketing in your business? Do you have similar challenges? Feel free to share this post or comment below.
Business leaders and sales and marketing professionals are often incredibly busy, short of time and are looking for quick ways to generate leads.
For many of our customers this is their primary business objective and knowing where to apply your time and resource when you are in this situation is difficult, especially if you have to prove a rapid return on investment.
How PR delivers leads
Lead generation is made quicker and easier when a good reputation goes before you. Effective PR communicates a positive impression of you and builds customer confidence in your business and your products and services.
Quality PR enables you to reach potential customers by non-invasive means, who will convert much faster if they are reassured of your reputation.
Here are three quick and effective PR tactics that you can quickly implement to generate leads:
Draw up a simple connection map. Put yourself in the middle and then map out around you, your top 4 best potential known future customers and your top 4 best potential vocal supporters. Make a point of contacting each one individually and personally, explaining clearly why they should buy your product or service or why they should recommend you.
Establish your business on social media. According to a recent report detailed by Forbes social media is now the number one driver of website referral traffic. Social media generates 40% of overall traffic to B2B websites. Set up your profiles, then tweet and post content which informs and educates people. Demonstrate your industry domain expertise and how your company solves customer challenges.
Draw up a media distribution list. Identify the websites, publications and newspapers that your target market are likely to read and interact with. Then, find out the authors, bloggers and journalists responsible for writing content. Follow them through your social media platforms and try to engage with them to draw their attention to your business’s unique selling proposition. Establishing relationships with these people will increase the likelihood that they will produce and publish content about your business, generating awareness and leads.
At brookscomm we have over 20 years of PR & marketing expertise and a proven track record of providing an integrated, measurable PR and Digital marketing strategy. We can help you boost your business. Email firstname.lastname@example.org or Call us now on 01483 537 890 to discuss how we could quickly help you generate more leads