Friday, March 29, 2013

Call it Content or PR, it's customer engagement

Editorial is a marketer's most cost-effective tool for enhancing sales without burdening sales resources. 
Whether you do them, or hire an agency like ours, use articles, press releases, blog posts, industry newsletters to 
  • Boost customer engagement frequency. 
  • Enhance customer loyalty. 
  • Penetrate key accounts to target new buying influences. 
  • Prime both new & add-on sales.
Few organizations can afford to be in direct contact with all customers, all of the time - much less keep track of the ever-changing customer landscape of buying influences on a timely basis. Yet, without a regular public relations program that might include advertising, social, or content marketing, a company gambles on who has what information during a purchasing cycle.

EJW marketing PR services augment essential sales support obligations, helping clients multiply the efforts of a sales team.  Content with the right value proposition can penetrate old accounts, in addition to identifying new prospects and decision makers. Content can engage customers in between sales calls with your story the way it should be told.

A schedule for release of your company and product news, industry overviews, application information can be planned in advance, with content created as needed.

Press releases, articles, social media, white papers, videos, broadcast spots, websites and website blogs are major outlets for marketing PR. Some PR content can be quickly created and distributed to coincide with marketing pushes. In depth, article-weight content requires an appropriate measure of research and production. Our B to B pros can create it all for you, working with you to define content goals, media mix and final form.

On a project or contract arrangement, the public relations services we perform result in EJW clients establishing an ongoing dialog with their customers - raising awareness, adding to their knowledge, enabling informed buying decisions, and creating sales leads when your sales channel is not on duty 24/7/365.

Thursday, March 21, 2013

Sure, "Ready, Fire, Aim" marketing might work...

...but let's not kid ourselves - it's still a gamble. 

Who are we to judge? We've all been at the crossroads of Time, Money, & Results.  At some point, every marketer has shot from the hip, and shot themselves in the foot, too! In "just doing it" to make a campaign happen - without knowing everything there is to know about a product, its market, and expectations - a marketer is rolling the dice. You can win, but odds are you could have won bigger. And, with Las Vegas odds always with the house, more often than not you'll not meet campaign goals doing READY. FIRE. AIM. marketing.

Some rationals for shooting first and asking questions later include:
  • I need results yesterday.
  • Don't have the time or money for market research.
  • I feel real good about this. Success is in the bag!
  • My boss respects the "act now, apologize later" methodology.
  • Cost of failure may be judged another day.
  • Potential for success is simply too great to delay.
Experienced marketers I've known have almost always regretted not doing a campaign right the first time. Others simply write-off bad results by blaming everything and everyone but their own choices. In "Ready. FIRE. Aim." mode a marketer completely by-passes the vetting we all know should be done.

Yet, I have to say I've seen marketing shortcuts work. Better than doing nothing, or when perfection becomes the enemy of good, a niche, industrial or technology marketer may have just enough insight and experience to take a marketing risk and achieve some ROI.

But here the kidding stops. Marketing is as marketing does. Hero one day, loose cannon the next. There's a reason process, buy-in, creativity, and accountability win out in the end. Ready, AIM, Fire not only reduces risks, but improves the probability of long-term success while gaining the marketing practitioner respect within an organization and (most importantly) among customers!

And if you think you can't afford it, think again. Learn about Marketing Consulting for B to B marketers here. Than look for another link to a "Unique Outside Looking In Trial Marketing Consulting Offer" at the end.