B2B-PR

PR for AI Startups – Is It Too Late?

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ChatGPT was a seismic event for AI PR. AI companies that focused on generating language models for prompts and voice commands were already years ahead. “AI prompts for ChatGPT” topics were all the rage, and for AI startups, that was actually quite frustrating because they knew there are so many deep, interesting topics to cover. And that’s why it’s not too late for public relations for AI startups.

As a PR agency specializing in emerging technologies, our clients definitely benefited from the burst of AI coverage after ChatGPT became a media darling. Still, our clients are already working on AI technologies that make businesses more efficient and embrace the human element to allow more informed decisions.

Journalists will cover artificial intelligence in the way they covered social media during its infancy: obsessively, as there are still a lot of stories to tell in commercial AI PR. AI-assisted technologies will continue to exist, so there will be endless types of articles to write, and they will not solely revolve around creating content or the disappearance of jobs.

The Case for PR Urgency

Executives and boardrooms are still unsure about what AI means for their companies. And tomorrow’s most relevant AI brands are taking the opportunity right now to create media coverage around topics that position them as thought leaders. An AI PR agency that understands the cyclical nature of PR for hyper-growth and emerging industries is an essential resource for AI startups.

85% of AI startups will be out of business in three years. From content to thought leadership to contributed content and niche audience trends, the PR strategies AI companies choose today will be the differentiator for AI startups from the earliest phases to pre-IPO. AI is dominating venture funding headlines and grabbing what venture funding dollars are available today, and that means tomorrow’s most exciting IPOs will be AI companies. And while those companies need PR for AI companies, even those who intend to stay private should embrace PR because the industry is at its most crucial stage.

Educating the Consumer About The Future of AI

Like with other hot emerging industries, AI technologies have the opportunity right now to develop positive relationships with stakeholders, customers, and consumers. As an industry, AI companies should take this very seriously because AI’s potential is scary to consumers, especially since consumers are still experiencing techlash from the unforeseen consequences of social media. Educating consumers about how the AI industry addresses their fears and concerns is a key opportunity for public relations for AI companies.

Even B2B AI companies should take the lead on educating the masses about AI’s potential. Why is this important? When the average person understands how AI will make their life better, AI will seem less scary and this is important to regulators.

AI companies can also take this opportunity to self regulate, instead of waiting for a government backlash from representatives who don’t understand what it is (see Mark Zuckerberg’s congressional hearing). Taking stakeholders along the journey enables them to see the future with you, as opposed to despite you. PR services are critical to this journey because today’s actions will have an outsized impact in the future.

From content creation to PR campaigns, AI companies should lean into tech where it makes sense, and lean into relationships where it’s most important.

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5 CleanTech PR Strategies for Right Now

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Cleantech startup PR is a crucial aspect of creating, organizing, and measuring the effectiveness of a cleantech PR strategy. Cleantech PR may cover a single goal or a year-long campaign. A cleantech PR firm ensures the drive is creative while illustrating how the brand adds value to the customer. If you are still on the fence about using a cleantech PR agency, you are at the right place. Here are 5 cleantech PR strategies every tech-based emerging industry company needs for success.

1. The Rise of Cleantech and AI

It goes without saying that as public relations and AI evolves, it will also affect cleantech PR. The great news is that there is no need for tech-based companies or startups to fear because, in the future, AI and cleantech PR will go hand-in-hand, with the former helping with all the heavy liftings when it comes to creating relevant content and SEO-optimized social media posts that are going to completely automate the process of maintaining public relations.

Many forward-thinking PR professionals are already utilizing AI-powered tools for monitoring and analyzing all social media mentions and online conservations to identify patterns of negative or positive sentiments.

When averting the negative impact of a crisis, AI-powered tools can help cleantech PR teams monitor, evaluate and identify possible emerging issues or existing negative sentiments that threaten to put a cleantech startup in a tailspin.

AI-driven technology will, without a doubt, completely revolutionize how cleantech PR firms can respond to concerns. The team can help mitigate possible damage detrimental to a cleantech-based brand.

Many examples show how forward-thinking tech-based businesses and cleantech PR firms harness AI’s power to track online media, analyze impressions, and correlate sales results to planned media coverage. Using AI’s latest tools, such as natural language generation, sentiment, and predictive analysis, cleantech startup PR firms can help emerging businesses and the top renewable energy experts in the cleantech space.

2. Media Outreach

One cleantech PR approach is media outreach, which is reaching out to various media sources and journalists to promote the cleantech company’s message and what their target audience may anticipate. This strategy is crucial since it saves tech-based companies both time and resources in the future when pitching their ideas to journalists for publishing.

Cleantech companies must carefully filter out the ones unrelated to their sector or business and focus on the channels relevant to their brand and expertise. It boosts the chances of publication and will give the cleantech company an idea of how to organize their material in a way that those specific sources consider worthy of publication. Social media is generally the go-to platform for cleantech PR firms looking to promote brands making waves in the clean technology space.

Social media is an excellent resource for media outreach mainly because it provides a casual platform for communicating with tech journalists, channels, and other resources naturally and acceptably.

With this in mind, while social media is considered a casual platform where cleantech PR agencies and journalists can connect, it is crucial for you as a company or PR agency not to be too simple and carefree when reaching out or communicating with journalists and other related channels mainly because you risk saying something inappropriate or something that may offend the particular journalist or media channel that you are reaching out to.

To ensure you leave an excellent first impression, studying the journalist or media outlet and how they interact with others on social media platforms is essential. You can then emulate the style they use in their communications to come across as someone they want to communicate with.

Unlike other PR agencies, cleantech PR professionals are consistently in the know when it comes to the journalists and media outlets that matter and know exactly how to extend their reach in a not considered inappropriate way.

3. Backlinking

Backlinking is one of the most cost-effective ways to disseminate cleantech PR strategies.  Backlinking is contacting journalists, bloggers, and other media sources, offering articles on themes in which your brand shines, and obtaining a reference to your website and business.

The mutual advantage comes from journalists receiving content for the industry in which they are interested from an expert. At the same time, the cleantech company gains much-needed exposure and brand awareness. While connecting with tech journalists, bloggers, and social media influencers is no longer shrouded in secrecy, a dedicated cleantech startup PR firm can communicate with the relevant journalists, bloggers, and social media influencers who will be interested in your service or product.

Only an experienced cleantech PR firm knows the importance of keeping tech journalists engaged even when you have nothing to pitch, mainly because if a cleantech PR agency only reaches out to a tech journalist whenever they have a new tech product or service to sell, then that’s going to be a clear giveaway that neither the cleantech PR agency nor the tech-based company is genuinely interested in establishing a long-term working relationship with them.

It will negatively impact the overall relationship between the journalist and the cleantech PR agency. It can also be disadvantageous as the journalist will be less passionate about what your brand offers and why a cleantech startup or business must hire cleantech PR agencies always who know the importance of keeping journalists and others in the industry engaged, despite of whether or not there’s a new product or service on offer.

For a cleantech PR firm, keeping in touch with the relevant journalists and social media influencers could be as simple as sending out regular ICYMI “in case you missed it” emails, sharing relevant stories or news articles, and leaving comments on their websites or blogs. Keeping in touch is a fantastic way to ensure the journalist knows you are genuinely interested in their work.

These thoughtful and organic interactions between cleantech PR professionals and journalists ensure a high trust they can build over time. It also makes a clean tech-based company position its brand name as an authority in a particular niche and not just some fly-by-night company.

For new companies ready to enter the cleantech space, it is crucial to realize that PR is now one-sided, as the cleantech PR agency is one of many doing all the work. There is a need for collaborations between the cleantech PR firm and the drivers of your cleantech message, such as journalists, media outlets, and influencers, now more than ever. It is why cleantech PR firms must understand the brand/client perceptions and work on a PR strategy accordingly.

4. Corporate Social Responsibility

Corporate Social Responsibility is another crucial part of the PR world, especially for cleantech companies always looking to find a way to spread the word about their new and fantastic product to a broader audience. When it comes to conveying a tech-based company’s message regarding corporate social responsibility, it’s all about creating a soft image of the company. It may involve sharing information on how the tech-based company seeks to reduce customers’ carbon footprint with their new products or that the firm is paying their staff more than the minimum wage.

It is not unheard of for tech-based companies to show their support for non-government organizations and charities, message their audience about what they care about, or even set up their own charity or social welfare program that benefits the local community. Hiring an experienced cleantech PR firm means that technology-based brands can come across as caring for the planet and the people.

It is optional to be a non-profit to show corporate social responsibility. In short, tech-based companies that follow the CSR model focus on the company’s bottom line, profit, and two other Ps: people and the planet.

Besides, you would want the cleantech PR agency you hire to convey your CSR vision to your clients, mainly because not all CSR-based companies are Certified B Corporations, which means the organization meets very high standards regarding positive social and environmental impact. But, the truth is that a tech-based startup or business can practice and convey its CSR message whether they are certified or not.

One of the best examples of CSR done correctly is Dawn liquid dishwashing soap. During the 70s, research found that the brand was highly effective at cleaning bird victims of oil spills. Ultimately, P&G, the product’s parent company, donated crates of Dawn dishwashing liquid to Exxon Valdez. It became a media fixture in the cleaning-up process during the 1989 Exxon Valdez oil spill.

Sure, when it comes to cause-related marketing, it’s usually the company that selects the non-profit, but in this respect, it is the other way around. But, smart brand positioning gained something positive (for Dawn) from a sticky situation. So, what does this tell us? Regarding cause-related PR, tech-based companies must pick a cause strategically tied to the brand’s positioning.

5. Crisis Management as a CleanTech PR Strategy

Preventing a crisis is most important, but containing the PR impact is critical when you have one – especially for high-trust businesses like energy startups. Crisis management is an area of PR that you must recognize, mainly if your company operates in the tech space where software and product malfunctions are part of the package. A crisis management strategy is crucial, especially when an injury or a negative social media campaign is involved.

Hiring the expertise of a cleantech PR agency means you have professionals who will not only develop a plan but also coordinate resources toward dealing with the issue in a mutually beneficial manner. The team will find a  way that helps repair the reputation of the brand and addresses the needs of the affected party.

In short, hiring the expertise of a cleantech PR firm for crisis management is analogous to extinguishing a fire. It is only possible to employ a cleantech startup PR firm that always has a crisis management plan mapped up, documented, and communicated.

While we most certainly would like to think that we can “rise to the occasion” under pressure and handle any stressful situation like the professionals we are, that’s seldom the case. Keeping that sad but actual fact in mind, it pays to invest in a cleantech PR agency to handle the situation when …hits the fan.

Ending Note

In the end, cleantech PR is a dynamic industry constantly evolving to keep up with the advancements in new “clean” technologies and the challenges that arise. However, tech-based businesses and startups that need to realize the importance of consulting a cleantech PR firm are bound to be vulnerable. They might not just face the negative press but also need to catch up on the note-worthy shifts constantly occurring in the tech niche.

Hiring a reputable cleantech PR firm’s expertise will also help identify new business opportunities in the clean tech sector, allowing startups in the cleantech space to scale up their business and reach greater market visibility.

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How B2B Service Companies Stay Competitive in Uncertain Times

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B2B services are high-stakes. Whether you’re a SaaS company, or provide other enterprise services like Recruiting, CleanTech, or HealthTech, the competition is stiff, and the TAM, while it might be valuable, isn’t likely huge. And with today’s high levels of uncertainty, for B2B companies, it’s more important than ever to make the decision-making process easier than ever, secure additional investment or prepare for IPO. So how do winning B2B service companies stay competitive during times of uncertainty?

 

Thought Leadership for B2B Competitive Advantage

B2B CEOs have a bird’s-eye view of their industry and marketplace trends – they have to, so they know how to steer the company. This often includes insights that are valuable to your target buyer. If you haven’t already, now is a great time to use executive visibility to increase brand awareness. Yes, your CEO can and should champion your company, but they can gain the trust of insiders and analysts by contributing to the conversation within your industry.

There have never been more media opportunities for CEOs with distinct points of view. The opportunities are endless, from podcasts to opinion pieces and contributed insights. Take the time to create a topic calendar, and remember that podcasts often book months in advance, and contributed content usually has an editorial process that can take three weeks or more.

If your Google search “Who is [executive name]” doesn’t return pages worth of positive, reputation-building content, now is the time to remedy that. Executive visibility is critical in B2B services.

Leveraging PR as Content

Getting the interview or coverage is great, but you can make that coverage work for you when you leverage your PR. Activating your PR coverage makes it more valuable to you and is a great way to support the journalist. And just like a lot of content, you can re-use your PR for a long time. There’s no shame in sharing it repeatedly on social media. Just use your content judgment about context, platform, and frequency.

 

Owned Content For Trust That Supercharges B2B Services

B2B service companies can stay competitive by leveraging PR; from case studies to reports and statistics, B2B companies make waves and even national news with trends and statistics. General business and industry journalists share something: their love for data. Put together notable data points that you can share in your owned content and use it as a jumping-off point for topical pitches all year long.

While B2B media coverage often depends on long lead times, creating your own content is not. Use owned content to share your own narrative and improve your company’s LinkedIn presence. While we’re at it, consider launching a blog on Medium or LinkedIn. Despite what people say, you can repurpose content on these platforms and they are great inbound links and another way to get your message out to the targeted audience.

 

Be More Than Press Releases

There’s more to PR than press releases. Don’t get me wrong – press releases have a role in the content eco-system, but they aren’t useful for securing media.

For quality B2B coverage, your storytelling must include at least two of these three elements:

  • Timeliness/trending news tie-in
  • Clear audience impact/relevance/newsworthiness
  • Statistics and data which add context or change long-held assumptions

Emerging industry media coverage has an advantage regarding newsworthiness, but be careful not to fall into the lazy PR trap of describing everything as “innovative.” Emerging industries really need to craft compelling stories, and brands that differentiate set the agenda. Look at Marc Benioff at SalesForce. Over the years, SalesForce has set a lot of agendas, from employee culture to event marketing with Dreamforce. Benioff knew that great B2B storytelling spanned an array of topics, and headlines drove trust, and investor confidence, and attracted top talent – he knew not every piece of coverage had to look like a sales piece in order to be effective.

For quality media coverage, you must be ready and able to share who your customers are and how they benefit. Your case studies are critical – while no journalist will write an article based on your case studies, ensuring your spokespersons can articulate the case studies in a brand-consistent, media savvy way will make news coverage even more beneficial.

 

Times of economic uncertainty can be times for groundbreaking growth for B2B companies. Whether your company is pre-IPO or you are raising venture capital, PR is your partner and you can leverage it during times of uncertainty to keep growing when others are flailing.

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6 Tips for Executive Networking

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As a C-suite executive, you know the importance of connections. And there comes a time when you may need to connect or reconnect on behalf of your company, be it in the pre-IPO phase or as a solid industry leader. I’m not talking about traditional networking functions where many people shove their cards in your face before scurrying off to find the next victim. No, I’m talking about intimate dinners or events with an exclusive guest list and nowhere to hide; it might be an executive-only thought leadership round table, a fundraiser, or a dinner with journalists. For those times when you find yourself with peers or allies, but you aren’t already connected, it can be a bit nerve-wracking because it may have been a while since you were in a room you didn’t command. Lean into these five tips for executive networking for the C-suite.

 

 Be The Conversation Starter

Whether you’re a master at networking or trying to squash your introversion, this is a fun and easy way to put yourself and others at ease: wearing something notable and reflecting your personality. You’ll stand out, and it puts people at ease and makes it easier to approach you.  For men, this could be a tie or colorful socks. It could be a pin on your lapel or a handkerchief that takes your attire to the next level. For women, this could be a colorful scarf, a pin, or even a bright-colored outfit (it helps to stand out in photos when standing next to a bunch of men in dark suits). Having an immediately obvious conversation starter makes it easier for people to approach you, which might be a welcome break from your own room rotation.

Note to the wise: Comment on the item rather than their looks when you see someone using this tactic. “That’s a fantastic scarf-my wife would appreciate that; where did you get it?” is a great way to start the conversation, charming and disarming.

 

Plan Your Conversation

In advance of the event, read a book or several articles immediately of interest to others at the event; bonus points if it’s mutually relevant. But remember your strategy, what you are doing there – what will your target connections value, and what would make for a memorable conversation. This isn’t the time for conversations around politics or religion.

A quick Google search on the people or organizations you want to meet is also helpful. “I saw you in that Forbes article” is a great starter to any executive networking conversation.

 

Introduce Yourself to Organizers

When hosting professional networking events, I always appreciated people who told me it was their first time or asked me if I was the organizer. It gave me a moment to stop and have a conversation with someone, and I was always able to make a mutually beneficial introduction; after all, I knew almost everyone. Make this work for you as well – many people will forget to connect with the organizer because that’s not who they came to connect with, but you can rest assured, they’re the most connected to the people IN the room. Another small and easy way to stand out and lubricate introductions is to email the organizer in advance asking a question that puts the organizer in the “connected expert position;” something like “What’s the recommended attire?” is easy to ask and answer for the organizer, and yet allows you to stand out in advance.

Introduce Yourself As a Person, Not a Company

While this sounds like “networking 101” because C-suite execs are used to being introduced or used to commanding the room, many miss this essential step. When introducing yourself, start by introducing yourself with your first and last name, and do it every time someone joins the conversation so others hear your name repeatedly. When you introduce yourself, say your first and last name, wait a beat, then say your company name. Many of us rush through our introductions, and we don’t give others a chance to hear or understand, which puts them in an awkward position.  And when introducing others, remember to introduce them before anyone else, including the CEO. Clients should always feel embraced and cherished, which is an easy way to do so.

An easy way to connect with someone is by offering to send them something in the mail. Most people can’t resist getting something in the mail. It could be a sample of your latest, buzzworthy product, a book you recently read, or that excellent protein powder that you swear boosts your energy all day. Whatever it is, make it personal and relevant.

While we’re at it – keep your business cards in your pocket until you’ve established a mutual connection and reason to get in touch in the future; better yet, request a business card. Maybe you don’t have a business card; connect on LinkedIn or send an email before you leave the conversation. Steer clear of asking for someone’s phone number at an executive networking event; it’s inappropriate for a first business meeting and puts people on edge when asked in that venue.

Work the Room without Working the Room

Depending on the location, there are a couple of strategic places you can stand where you will inevitably meet people you might not have otherwise; this is executive networking that looks calm, cool and collected. The first is the bar. Almost everyone hits the bar right away, so being there earlier in the event gives you a chance to connect initially with a few people or at the very least, get a sense of who is at the dinner and who might wish to approach. It gives you that 3-second opportunity to review the situation before approaching.

Another location is kitty-corner from the door. If you stand there all evening, you will have the chance to see almost everyone who walks in – and if you’re there with a welcoming smile and willingness to strike up a conversation, people will be relieved to have someone to talk to in the immediately awkward moments of walking into a room.

Follow Up with Flair

Following up with a short, handwritten note after meeting someone is a masterclass in executive visability. The handwritten note is a lost art, so it’s incredibly memorable. But at the very least, send an email or a note on LinkedIn. You might also consider finding a recent article relevant to your conversation and passing that along as well. And don’t forget to send that item (the book, the product, etc.) too. People are always pleasantly surprised when people do as they said they would.

 

Executive-level visibility is high-stakes. Making the most of any in-person opportunity is good business. So when you’re networking in exclusive situations, make the most of your time, while also valuing the time of others and you’ll find executive networking more enjoyable and effective.

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Top 5 PR Strategies for HealthTech Communicators

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In the fast-paced world of HealthTech, effective communication and healthtech PR plays a vital role in shaping the success and reputation of a company. Because it is a fast-growing, emerging industry, Chief Marketing Officers (CMOs) and founders must comprehend the significance of strategic public relations (PR) within their marketing strategy. PR Strategies for healthtech is important to brand message and establishing trustworthiness in the market.

HealthTech communicators need to employ healthcare PR strategies to increase their brand visibility, build trust, and grow. This blog post will discuss the top five strategies they should use.

Develop a Strong Thought Leadership Program

A robust healthtech thought leadership program is essential to establish credibility and position your healthtech company as a leader in the industry.

Identify these critical spokespeople within your organization. These could be executives or subject matter experts. Contributing valuable insights and expertise to industry publications, conferences, and media outlets is a reputational requirement for industry leaders.

Publish well-researched articles regularly. Participate in industry discussions. Speak at conferences. Position your company as a trusted source of knowledge. Gain visibility among industry stakeholders and potential customers.

Leverage Data and Case Studies

In the healthcare sector, data and case studies hold immense value. Especially if your company is in the pre-IPO phase, leveraging data from your products or services can significantly strengthen your PR efforts. Collect and analyze relevant data to identify trends, insights, and success stories that showcase the impact of your healthtech solutions.

Use these findings to create compelling case studies and whitepapers highlighting your technology’s tangible benefits to patients, healthcare providers, and the overall industry. Sharing resources can help generate media interest and show the effectiveness of your offerings. This can be done through press releases, media pitches, and your company’s website.

Establish Partnerships with Key Influencers

For B2C healthtech brands, influencer marketing is a powerful tool to help healthtech companies reach a wider audience and build consumer trust. Identify key influencers in the health and technology sectors who align with your brand values and target audience. Collaborate with these influencers to create engaging content, host webinars or podcasts, or take part in social media campaigns.

A well-known individual’s endorsement and association of your brand can increase your reach and credibility. Their followers will view your healthtech company as a reliable and respected part of the industry.

For B2B healthtech brands, the role of media relations could not be more critical. Establishing a reputation with the media will build your reputation and improve your business outcomes overtime.

Optimize Digital Presence and SEO

In today’s digital age, a strong online presence is crucial for effective PR in the healthtech industry. Ensure your company’s website is visually appealing and optimized for search engines (SEO). Conduct keyword research to identify the terms and phrases your target audience is searching for, and incorporate them strategically into your website’s content.

Create content optimized for different channels, such as social media, blogs, and press releases. Focus on creating content that educates, informs, and inspires potential customers, and leverage the influencers to help spread your message. Additionally, create an email list and use this to send out newsletters, updates on new products, and news related to your HealthTech company.

Utilize SEO tools like Google Analytics and Google AdWords to track and analyze your website’s performance and optimize content accordingly. Publish blogs and articles regularly. Ensure they are high-quality and SEO-optimized.

These pieces should address the pain points of your target audience. Show thought leadership and provide valuable insights. By implementing these strategies, your website will rank higher in search engine results, driving organic traffic and enhancing your brand’s visibility.

Engage with the Media

Engaging with the media is a fundamental healthtech PR strategy for healthtech companies. Establish relationships with journalists, reporters, and editors who cover the healthcare and technology sectors. Invite them to cover your company’s launch, product launches, and other newsworthy events. Offer them interviews with the people behind your company, such as founders, CEOs, and other executives.

Utilize PR networks to reach out to influencers, bloggers, and other key players in the industry. Leverage these contacts to spread the word about your company and products.

Use social media to engage with customers and build relationships with industry partners. Post relevant content, such as tutorials, articles, and industry news, to bring attention to your brand. Share your company’s mission and progress to attract potential investors. These are just a few strategies that you can use to build a successful HealthTech PR strategy.

Regularly share company news, product updates, and industry insights through press releases, media pitches, and media alerts. Offer your executives or subject matter experts for interviews or commentary on relevant industry topics. Engage with the media proactively. This will help you secure media coverage, increase brand visibility, and make your HealthTech company an authoritative voice in the industry.

Conclusion

In the competitive world of healthtech, effective PR strategies are paramount to success. Chief Marketing Executives and founders can improve their brand’s visibility, establish thought leadership, and build trust among their target audience. This can be achieved by implementing the top five strategies outlined in this blog post. By developing a strong thought leadership program, leveraging data and case studies, and establishing authority through PR strategies for healthtech companies.

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How to Decide When Choosing PR, Marketing or Branding Agency?

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At Avaans,  we offer those services to our clients, but sometimes we find our clients think they need one thing when what they actually need is another. So what’s the difference and when should you use each as a strategy.

In truth, your business probably needs ongoing campaigns for each of those, but breaking it down helps prioritize when choosing an agency, it helps to know which of the three disciplines (branding, PR, and, marketing) you should select the agency for. Many agencies offer services in all three categories, like Avaans, but most lead with one of the primary disciplines. So how do you decide when choosing a PR, Marketing or Branding Agency?

What’s the difference between marketing, branding and PR?

Branding: Building Loyalty and Affinity

When to do use it: At brand launch, product launch and throughout the brand’s existence to ensure consistency.

Many people think creating a logo is the extent of branding, but nothing could be further from the truth. brand is your company’s personality.

Branding drives the emotional response your audience has to your message and brand. Branding means having a solid understanding of your audience, their emotional triggers. Branding will touch every single thing you do in marketing and PR too. Think about your social media voice – is it sassy or supportive? That’s a branding decision.

B2B firms often think they can skip the branding step, but it’s even more important for B2B brands to invest in clear, concise, industry consistent branding.

A strong brand has a clear voice and gives their customers & clients something they can self-identify with. When your brand fits into their self-story of how they seem themselves you’ll increase affinity and loyalty. The strongest brands have simple identities that rarely change. Think: Coca-Cola (happiness), Apple (innovation) Lady Gaga (acceptance). The strongest brands also always consider their brand when making big decisions (is this consistent with our brand and our customer’s expectations of us?)

All of the below-mentioned tools will support a brand initiative, the biggest key to a branding initiative is to be sure your company has complete clarity on the audience, key messages, and the desired emotional connection. Branding initiatives may include a call to action, but most prominently elicit an emotional reaction or response.

  • Website: with an emphasis design and layout that matches desired emotional response
  • Content: whether 3rd party or branded, designed and selected to enhance brand’s status in the customer’s mind
  • Advertising: with an emphasis on “WHY” the brand is relevant rather than the “how or where”
  • Events: designed with imprint a memorable experience, or attach a brand to a memorable experience, in the customer’s mind, as opposed to a “lead retrieval” strategy

PR: Influence & Social Proof


When to use it: to create awareness, educate consumers, develop trust with stakeholders.
PR is the art of influence and raising awareness. It’s the ultimate in social proof.

In this bucket, we find tactics like:

  • Events: brand-hosted events for customers, community or likely customers
  • Word of Mouth: campaigns that get people talking about your product, brand and key message
  • Media Relations: relationship building with journalists, writers, and bloggers with an emphasis on collaboration
  • Social Media: with an emphasis on key messaging and influencing the market

In PR you may not get editorial control, so don’t count on a strong call to action, although you may get a link or product recommendation, it will rarely come with a heavy sales action. The best PR is earned PR which means it didn’t come with a quid-pro-quo and that’s part of what gives PR enhanced credibility over marketing.

It’s not as if these tactics aren’t supportive of one another (of COURSE you can get leads from PR tactics), but your brand’s maturity, customers, and community will determine your overall mix among other things.

Marketing: Driving Leads

When to use it: after your brand is established and you’ve earned some brand trust.

Acquiring leads is job number 1 for marketing. Depending on your product marketing may also be the science/artform of conversion also.

In this bucket, we find top-of-the-funnel tactics including:

DIGITAL 

  • Website: Landing pages with a strong call to action
  • Content: blogging, lead magnets designed to support the customer’s buying cycle
  • Content: Webinars
  • Social Media: with a link-building and custom content emphasis
  • Email marketing: shopping cart abandonment, new product announcements, customer campaigns and promotions
  • Digital Ads: social ads and banner ads with a strong call to action for potential customers
  • Remarketing: including shopping cart abandonment and past and current customers

IN PERSON

  • Tradeshows/Festivals
  • Seminars

When to use marketing tactics:
Use marketing when your sales people are trained and ready to follow up with leads. Training your sales people to understand the lead source and where the customer is in the decision-making funnel will help increase conversion. Notice one of the key differences between marketing and branding content is the use of a strong call to action.

Have more questions about how and when to use these tactics? Get in touch with us.

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