0 comments on “Think BIG with your communications strategy”

Think BIG with your communications strategy

Since its inception, PR has involved managing and enhancing the reputation of an organisation to its target audience via influencers such as key stakeholders, partners, analysts and the media. The overall objective is to raise the organisation’s profile to support the sales and marketing cycle. Though the core principles haven’t changed, the methods of communicating with audiences and stakeholders have dramatically.

When the main way of communicating with the media a few decades ago may have been franking a press release, we’re now in an always-on environment where accessibility to audiences and influencers has transformed the day-to-day role of a PR professional. Despite these considerable developments, many organisations still devise traditional PR campaigns that don’t make the most of integrated communications, new technology and measurement techniques.

Here’s some recommendations from us at brookscomm to ensure that whatever industry you’re in, you’re thinking big with your communications strategy.

1. Be reactive

By developing articles or commentary in response to changes occurring within your market, or in response to national breaking news stories, you don’t have to be reliant on having your own news to secure press coverage. Sometimes these can take the form of thought provoking and quite controversial commentary, which will create a “buzz” within your area of specialism.

Talking about national issues at a regional, trade and national level will help to establish your reputation as an expert in your field. It also provides a level of reassurance to your existing client base, and future clients, as they will see you as an organisation with an opinion that is respected by the press.

2. Spread the word

Social media has a big part to play in an integrated communications strategy. Once your articles have been published, either in the media or on your website, further reach can be achieved via social media platforms. People may not be reading the publication or browsing your website on the day that your content was published, but we can safely assume now that people are regularly checking their own social media and absorbing new content in this format.

What’s more, sites such as Twitter and Facebook have brilliant SEO qualities. This means that if a prospect is googling you, there’s more chance that your name will appear higher in their results as social media sites are pointing to your name or website.

Our Senior PR Account Manager Alison has also been sharing advice with legal firms around making more of your press coverage. Check out our latest article in the Hampshire Law Society magazine, Hampshire Legal.

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3. Go bigger

It’s easy when you’ve been serving a specific set of customers to stick with the same communications approach and focus on them as your target audience. While it’s wise to prioritise this audience, messages you’re promoting to those customers could be replicated to another potential market without much extra work.

Whether that’s a different industry or a region, thinking outside of your existing strategy could reap huge dividends. High quality and informative written material is worth its weight in gold, so if you’ve written it, make the most of it!

4. Track your progress

Whenever you’re completing any communications activity, it’s crucial that you measure the success of your efforts. Not only can you learn the most impactful ways to reach your prospects, you can also discover what content resonates the best and what approach is most beneficial for your sales and marketing strategy.

By utilising online tools such as Google Analytics, you can track what content is bringing the most traffic to your website, and what pages on your website are of most interest to your prospects. Analytics are now also embedded in social media platforms so you can track how many people are viewing or engaging with your tweets, and how your LinkedIn likes have increased overtime.

Whatever your communications strategy, make sure you’re maximising every opportunity to raise your profile by developing creative and relevant content, considering new audiences, showcasing your hard work and measuring your success.

Want to find out more? Get in touch! 
If you have any questions about your communications strategy or how we can help you secure media coverage, please check out our strategic communications offering or get in touch. We’ve helped several organisations raise their profile with their target media resulting in increased sales. Call us on 01483 537 890 or email hello@brookscomm.com

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0 comments on “Intern Life At brookscomm!”

Intern Life At brookscomm!

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Ever wondered what life is like at brookscomm? Our latest PR and Digital Marketing intern Calum Ridgewell reveals all…

My time at brookscomm

As I’m a politics undergraduate, I am frequently asked “So, do you want to be an MP then?”. Whilst I absolutely love studying politics, a career in that field is not my calling!

However, it has influenced my preferred career path. Politics weaves its way into many disciplines, the world of Marketing and PR being one of them. After learning how imperative aspects such as branding, marketing and public relations are to political parties, I became intrigued in the workings, and found myself researching Marketing and PR career options.

Having established a keen interest in Marketing and PR, I decided the next step was to secure some real-life exposure, and the best way to do this was through a summer internship. My research led me to brookscomm, an integrated PR and digital marketing agency. After exploring what brookscomm has to offer and their work in action I quickly realised that this company was a leader in Surrey in the field of Marketing and PR, and this was where I wanted to kick-start my career.

After a great phone call with the Head of Operations Jo McKenzie, I was invited in to the brookscomm offices, to discuss my aims and what I could gain from the role. I was given a fantastic overview of the busy workings of brookscomm by Head of Marketing Michael Bull and Senior Marketing and PR Account Executive Nirvana Wright, and I walked away full of excitement to start my summer internship!

First Day at brookscomm

From the first day, I was made to feel incredibly welcome by all the team, and the friendly, productive atmosphere of the brookscomm office was a pleasure to work in. Even after the first few hours of being at brookscomm I felt like I had learned a lot, which was a great sign!

I thoroughly enjoyed all daily activities, finding each task rewarding and insightful. Nirvana taught me a great deal about social media management and creative content creation, and after being given some top tips I found myself creating engaging blogs, tweets and Facebook posts for clients! Additionally, Nirvana showed me the ropes on sourcing and pitching to journalists using a media database.

Putting into practise PR, Digital Marketing & Social Media

Senior PR Account Manager Alison Scarrott talked me through composing and sending effective press releases to journalists, which was very interesting and an area of PR I was keen on learning more about and Ali certainly taught me a lot!

Michael, a marketing expert, gave me a fantastic insight into digital marketing, learning about SEO, Facebook targeting ads and how to use e-mail marketing tools. Michael was more than happy to answer my (many) questions, and the exposure I gained has given me a solid grounding in digital marketing.

My other daily activities included searching for press coverage of clients, sourcing new business leads and opportunities through LinkedIn, as well as working around the areas of Marketing and PR Alison, Nirvana and Michael had taught me.

I enjoyed all the tasks I was set by the team and was made to feel I was genuinely contributing towards the business, which is very rewarding!

brookscomm Culture and Ethos

brookscomm is a fantastic place to gain valuable experience in Marketing and PR, and I am very grateful to the team for giving me the chance to broaden my skillset, learn valuable aspects of the Marketing and PR discipline and develop a stronger work ethic. The organisation of brookscomm was flawless, and the effort and care they dedicate to their clients was truly inspiring.

Following the internship, I feel I am ready for the Marketing and PR industry after graduation, brookscomm has given me a firm foundation and deeper understanding of the discipline. One day in the future when I am a successful Marketing and PR Director (can’t fault my ambition!), I will look back at my time at brookscomm as a key stepping stone.

We absolutely loved having Calum as our intern!

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 hello@brookscomm.com or call us on 01483 537 890. 

Twitter @PRexpertsUK  Linkedin: brookscomm  Facebook:brookscomm Website: www.brookscomm.com

 

0 comments on “Ok Google, is the future really Voice Search?”

Ok Google, is the future really Voice Search?

Ok Google, is the future really Voice search-

Technology is always evolving and the latest innovation, ‘Voice Search’ is gathering momentum, with the big players being Amazon’s Alexa, Microsoft’s Cortana, Ok Google and Apple’s Siri at the forefront. Ever asked Siri or Alexa what the weather is like? That’s voice search. Instead of typing and searching for a keyword or phrase, you can simply ask out loud where the nearest bar or coffee shop is. Utilising natural language processing, a computer science concerned with artificial intelligence (AI) and machine learning, these artificial assistants can listen and respond to search queries almost like a real human.

Voice Search is one of the biggest SEO trends

Used by many consumers already, Voice Search is set to be one of the biggest SEO trends for 2017 and thus comes with many opportunities, as well as challenges to overcome. Google CEO Sundar Pichai announced during his Google I/O keynote that 1/5 searches made with Google Android App is a Voice Search.

How will this affect PR and digital marketing professionals?

Not only will clients want to be discoverable on a standardised search but also in a Voice Search. It will no longer be viable to just focus on short tail keywords, but with the nature of the conversational queries asked using a Voice Search, it will become imperative to monitor and maximise long tail keywords and phrases too. Furthermore, with the bulk of Voice Search queries based on proximity of a company or product, it’s essential to ensure your business location base is optimised.

However, despite how advanced artificial assistants are, they are still a long way off being perfect. The main issue is the mismatch between what is being asked and what the AI captures, often ‘hearing’ incorrectly, producing misspelt words and thus irrelevant search results.

Voice Search is here to stay

That said, Voice Search is only going to improve, so here are our main pointers for being agile and embracing AI into your digital marketing and PR strategy:

  • Longer, conversational style queries including natural language and question phrases are used more.
  • Location optimised results are paramount.
  • Voice Search queries amount to higher intent, as buyers are nearer the ‘decision, purchase’ stage.

Voice Search isn’t the future. It’s happening right now, isn’t that right Siri?

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 michael@brookscomm.com or call us on 01483 537 890. 

Follow us: Twitter @PRexpertsUK   Linkedin: brookscomm  Facebook:brookscomm Website: www.brookscomm.com

 

 

0 comments on “How PR can be measured”

How PR can be measured

PR misconception

Unlike Marketing or Advertising, which have clear, measurable ‘tick-box’ outputs and results, PR is considered by many as ‘fluffy’. A common misconception is that it’s difficult to quantify and thus measure.

Often, people measure the financial equivalent cost of Advertising vs the earned media achieved. However, with the convergence of PR, Marketing and Advertising, there are a multitude of ways to measure the impact of PR.

It’s important to establish your key performance indicators, what tactics and tools you want to implement and the goals you want to achieve. Do you want to be considered as a thought leader or have your brand mentioned in the top ten UK technology oriented magazines and websites?

Demonstrating the success of positive earned media and return on investment can be achieved when you quantify the following:

Press clippings:

Track the number of times your press content is used in your target media to gauge success. However, it shouldn’t just be a numbers game. Try and focus your efforts on ensuring the targeted media outlets are read by your target audience.

Media Impressions:

It is importance to measure reach and brand exposure. A good media database can easily and effectively measure readership and website traffic unique views per month (UVM), which are independently verified. However, you should not take these statistics purely on face value.

Take the time to delve deeper into the engagement rates of online influencers. With the increasing use of bloggers and services such as Instagress, anyone, for a small fee, can easily and quickly ‘buy’ followers. Using these tactics to cheat algorithms and artificially increase followers is very misleading, undermining the influence of others who have built their following organically. Does the influencer have an engaged audience? Are followers actively discussing, sharing and buying the products or services the influencers are promoting?

Content:

Read all the press coverage achieved, as it will provide a clear overview of the positive, negative or neutral sentiment of the brand or product. Obviously, the more positive the coverage is, the more successful the PR efforts. If there are spelling mistakes or inaccuracies, don’t be afraid to contact a journalist or influencer to have the content rectified, to ensure it’s not ambiguous.

Click-Throughs:

Calculate the number of click-throughs gained from social media and blog posts. Monitor the website traffic to landing pages and general acquisition through Google Analytics, and delve into spikes in sales and whether they correlate to coverage or scheduled competitions. This will provide great insights and show return on investment. If you have high conversion rates and you know the coverage has increased sales, then the PR efforts have been worthwhile.

Social Media:

There are many social listening tools available which offer in-depth analysis on conversations involving your brand or product. Regardless of your budget, you should at the very least be monitoring brand and product mentions, general conversations, your brand advocates and influencers.

The value in PR is that you have a third party, trusted endorsement, which holds much more weight than a salesy, expensive advert. The reach achieved using PR can go above and beyond traditional marketing channels. However, an integrated combination of all three aspects of PR, Digital Marketing and Advertising will achieve optimum results.

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 michael@brookscomm.com or call us on 01483 537 890. 

Follow us: Twitter @PRexpertsUK   Linkedin: brookscomm  Facebook: brookscomm Website: www.brookscomm.com

 

0 comments on “Blogging for Business”

Blogging for Business

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Showcase your  brand’s personality through blogging

Like social media, blogging is a great way to demonstrate your business’s unique selling point.

Blogging allows you to offer tips, advice and opinions on topical issues and trends affecting your sector. By talking about things that matter to your customers within a blog format you increase the chances of  your content being read, being perceived as a thought leader and recognised as being experts at what you do.

In addition, blogging humanises a brand, especially when readers are given a glimpse of what goes on behind the scenes of your business. It can also increase your credibility and build a measure of trust with your customers. Interestingly, blogs are rated at the 5th most trusted source for accurate information.

Blogging also supports your SEO strategy. Search engines favour websites that publish fresh content over those that don’t, and by building quality inbound and outbound links to your blog, you will boost your SEO ranking.

Now that we’ve explained why blogging is great for business, you might be wondering, how do I start?!

Here’s our advice…

Content is King

This old saying is now more relevant than ever, especially considering that the way in which content is used can directly impact the visibility of websites. Useful content rich in keywords incorporated within business blog posts, along with the use of structured titles and section heads, are important to improving SEO. Great content is recognised as a worthwhile resource for people to consume, helping you to move further up Google’s search ranking results. (For more digital marketing terms check out our glossary).

Cross-promote

You may be writing the best content ever, but it’s no good unless someone sees it! Therefore, it’s imperative to promote your posts via every outlet available, whether it is through emails, your website or social media, as this will also help drive referral traffic to your website. As stated in a previous blog post, Facebook for example, drives over 40% of website referral traffic. If you want your content to go viral, make it relevant, insightful and attractive to the consumer. And make it easy to share; Better yet, include images or even video, as these will attract far more views and engagement.

Consistency

When you start blogging, don’t be disheartened if, at the beginning, no one reads your posts. Stick at it and be consistent, but it’s also important to be realistic. If you only have the time to blog once every two weeks, commit to it and don’t stray. Struggling for content or pushed for time?  Ensure there is a reserve of blog posts which can later be scheduled in case of time restraints, allowing you to still promote content when you are away, or are stuck for inspiration.

However, many professionals recognise that it’s a challenge to constantly produce engaging content. If you don’t have the time or resources, we can write blog posts on your behalf or manage, promote and create engaging collateral using existing blog content, making your business stand out from the crowd.

Call us on 01483 537890 or, alternatively, email michael@brookscomm.com We can help you with all your blogging needs and improve your SEO, successfully reaching and engaging your target audience.

Follow us @PRexpertsUK   Linkedin: brookscomm  Website: www.brookscomm.com