LIDERAZGO

Siete factores de relaciones

públicas para potenciar su
estrategia de comunicaciones
digitales
cara sloman Ex Miembro De Los Consejos De Forbes
Consejo de la Agencia Forbes
POSTE DEL CONSEJO | Membresía (De Pago)

POSTE ESCRITO POR

cara sloman

Vicepresidente ejecutivo de Nadel Phelan, Inc. , que ofrece marketing y relaciones

públicas estratégicas galardonadas para empresas de tecnología B2B.

16 de julio de 2019 07:00 a. m. EDT | 2936 vistas

A medida que las relaciones públicas y otras disciplinas de
marketing continúan convergiendo y entrelazándose, contar con
una estrategia integral de comunicaciones digitales se vuelve más
importante que nunca. Si su propósito es crear conciencia sobre su
marca de manera efectiva y subrayar su liderazgo en la industria en
un panorama de medios cada vez más competitivo, ¿cuáles son los
factores clave que hacen que la estrategia sea más impactante?

Un balance de medios pagados, ganados y propios

Un programa de comunicaciones holístico incorpora una

combinación estratégica de medios propios, ganados y pagados,
cada uno de los cuales juega con su fuerza respectiva. Un enfoque
integrado garantiza que los mensajes clave se amplifiquen de
manera integral a través de cada canal. Por lo tanto, medir y ajustar
la estrategia es esencial para optimizar los esfuerzos e impulsar los
resultados comerciales.

•  Los medios propios  se refieren a las propiedades web sobre

las que una marca tiene control total y con las que los clientes
actuales y potenciales interactuarán más.

•  Los medios ganados  se refieren a la cobertura, las acciones,

los reenvíos y las reseñas en sitios de terceros, publicaciones y
canales de redes sociales externos. Un sólido indicador de progreso
incluye el share of voice (el porcentaje de cobertura mediática
ganada por una empresa frente a la de los competidores), que
proporciona información sobre la visibilidad dentro de un mercado
objetivo.

•  Los medios pagados  incluyen la promoción de contenido

pagado, personas influyentes pagadas, contenido de redes sociales
promocionado y anuncios publicitarios.
Marketing de Influenciadores

In our experience, few promotional techniques rival the

effectiveness of influencer marketing with respect to visibility and
validation. That’s why working with bloggers, trusted tastemakers
and social media figures has become a powerful vehicle for raising
awareness and generating leads.

Building an influencer program starts with identifying respected

industry voices, the individuals who show up in keyword-based
searches and have cultivated a strong following within your target
segment. Then, evaluate how effectively their platform and views
will inspire action. Next, engage with your shortlist to find
synergies and lay the groundwork for a mutually beneficial
relationship.

Content Marketing

Content marketing can be a key way to elevate your company,

products and services to stand out among competitors. Develop
educational whitepapers, blogs, industry reports, videos and
webinars that offer exclusive information relative to customer
persona interests and pain points. This can help your company
become a trusted information source.

A customer-oriented strategy and well-planned execution provides

the opportunity to be found by potential customers through search
engines, grow an engaged audience, acquire new customers, and
foster relationships and sales with existing customers.

Content marketing requires significant planning, coordination and

patience. The goal is to develop and distribute content that will be
compelling and useful to key customers. Therefore, the planning
process includes identifying key customer personas and analyzing
their goals, challenges and decision making process so you can
learn how to best engage them with content along the way.

Thought Leadership

A key component of a strong content marketing strategy includes a

thought leadership program. Establishing your company’s leaders
as visionary subject matter experts within respective industries
allows readers to look to your company, executives and web
channels for information, best practices and, ultimately, guidance
on products and services.

Editors and readers are looking for informative articles that provide
a unique viewpoint while being relatable. In our experience,
effective thought leadership uses real-world anecdotes and
customer examples to establish credibility and focuses on
addressing the challenges and business issues faced by key
customers.

Amplification

After content is created and coverage is secured, the work is far

from done. A content amplification plan uses paid, owned and
earned media channels to optimize visibility and engage target
customers moving through the sales funnel. After doing your
homework on those key customer personas, evaluate the media
channels and strategies that will provide the greatest return on
investment and can be easily managed. For example, once a new
piece goes live, ensure that corresponding social media has been
developed and sales teams are notified to maximize visibility. You
may also want to consider sponsored posts.

SEO Optimization
SEO is relatively cost-effective and its benefits are long-lasting in
comparison to other digital channels. When done correctly, any
effort dedicated to SEO has a lasting impact on a business’s online
presence.

However, the SEO environment is constantly changing. Therefore,

sustained effort must be applied to ensure that online content is
frequently reviewed and optimized according to the latest rules and
practices. For example, link building, keyword usage and
duplicated content across the internet are all variables that affect
page rank and the chance that audiences find and engage with your
content.

Data-Driven Metrics

With the plethora of tools and strategies available for digital

communications, data-driven metrics are essential for measuring
engagement, identifying strengths and weaknesses, and fine-tuning
your strategy.

Google Analytics is a go-to tool for analyzing communications

efforts, providing website analytics on metrics including total
referral traffic, traffic sources, session behavior and goal
conversions. These metrics provide further insight into customer
touchpoints, which external channels are driving traffic, and the
content that best resonates with target audiences.

Stand Out

The digital landscape is a relatively level playing field, ripe with

opportunity. Aside from paid media, all of your competitors have
access to the same free or low-cost outlets and tools that you do. A
strategic digital communications plan is what enables your brand to
stand out above the noise. Use the information above to create a
plan that will get the attention of key audiences and help you
achieve your business objectives.

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Cara Sloman

Executive Vice President at Nadel Phelan, Inc., delivering award-winning

strategic public relations and marketing for... Read More

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