Most marketers say they’re struggling with new demands, technologies and tools. Here are some best practices to help keep you ahead.
The more strategic you are to an agency’s business, the more attention you’ll get – especially at the executive level. Sure, a big budget is one measure of strategic importance. But so is helping an agency break into a new market, build credibility with an important venture capital firm, or test new, innovative ideas and services. Money aside, think through what ‘else’ you bring to the table that could be of value to your PR partner.
Having a PR team that deeply understands your buyer is critical to their success, and yours. That’s what it takes to get attention, drive urgency and close deals when target prospects are inundated with information. Look for proven, repeated success in your specific industry, and a strong track record in working with like-sized companies with similar goals, challenges and expectations.
Every PR and marketing initiative should support your business objectives – whether those objectives are to create a new market, drive awareness, speed sales, or all of the above. To know what’s working (and, perhaps more importantly, what isn’t) you have to measure it.
For some companies, it’s about the quality and quantity of media coverage, the strength of the messages and the impact on site traffic and performance. For others, it’s about inbound leads, and how well content engages the pipeline, and drives demand.
The best companies out there measure just about everything – and should expect the same from their PR partner.
The tell-tale signs: