Four Tips for Setting Social Media KPIs in Complex B2B Companies
Implementing a social media strategy and establishing regular posting cadence is an excellent way to grow followers and engage with a company’s target audience. However, it’s impossible to know the actual impact of social media marketing efforts without first stopping to examine the metrics driving a company’s bottom line. The only way to ensure a social media strategy’s efficacy is to track key performance indicators, which are measurable values representing essential campaign milestones. By identifying the right KPIs, it’s possible to monitor important campaign data in real-time and, if needed, modify [...]
Top 3 PR Strategies Private Companies Should Adopt from Public Companies
When a company is publicly held, a new set of criteria applies to its external communications strategy. Not only is the company’s financial and business strategy reporting highly regulated, it also must keep stakeholders and investors engaged in its vision. There are important requirements on [...]
Defining Target Audience on Social Media
Defining a target audience is key to unlocking a successful social media presence. The number of social media users worldwide in 2018 has risen to 3.196 billion, up 13 percent year-on-year. In the digital age, companies have innumerable opportunities to communicate their message to their audience on social media. [...]
PR is the X-Factor in Innovation
As marketing balances the complexity of demand generation, conferences, webinars and social media, PR sometimes ends up as “nice to have” versus “must have.” But, in an increasingly complex innovation-driven economy, media coverage remains a critical resource for target audiences. Not only can a single [...]
How Public Relations Helps Drive Growth
One of the foremost concerns of midmarket B2B firms is growth: Spurring it organically, gaining it by winning share from competitors and managing it. A survey of midmarket businesses by Godfrey, a B2B consulting firm, found growing market share is owners’ primary concern. “Managing [...]
Four Fundamental Concepts for Developing a B2B Social Media Strategy that Gets Results
Business-to-business companies have long been under the illusion that social media simply isn’t serious enough to effectively communicate their complex, multifaceted brand messaging. This may have been true when social media was in its infancy and the only users were tech-savvy twenty-somethings. But, in the current [...]
Don’t low-ball expectations on PR – measure, plan and align
Innovative executives are low-balling the cadence, density and depth of media coverage potential. They are ending up with sparse coverage, and thus questioning if the PR is worth the investment. It’s an unfortunate equation that’s unfolding. Executives want media coverage for their breakthroughs and advancements, [...]