Marc Duke explains the science of influencer marketing:
I am a sports fan, so any sporting metaphor works for me. When I thought about Influencer Marketing this classic baseball reference sums it up and here’s why:
Influencer marketing is about making sure the people who influence your target customer know about your offering. The idea of covering all your bases means you have ‘influenced’ all those stakeholders who influence the purchasing decision, and can endorse or advise in favour of your company over the competition. When you communicate directly with your customer or prospect, you are then pushing on an open door as they have already been positively influenced and are already open to dialogue.
Which bases do we cover?
1) Identifying your influencers
So that’s the theory, but who are the people influencing your customers? Much will depend on whether your business sells direct to the customer or through the channel. Either way, the first job is to map out a set of discrete groups that influence the purchasing decision. Let’s take the example of a company that produces environmentally-friendly and energy-efficient office lighting.
Influencers that make the cut will include:
- Journalists – who write about office environments.
- Industry analysts/consultants – who write about the market and provide ‘behind closed doors’ advice to decision makers
- Academics – who teach about ergonomics and design and need to be aware of the latest trends
- Industry associations – who represent the trade and bring together people who work in in the industry
- Industry gurus – who blog, write and speak about the latest trends
- Existing customers – who use the product/service and can endorse its use
- Competition – who’d rather your target customer used their solution!
- Partners – who you work with to your mutual benefit
- Investors – who have invested in your business
- Charities – supporting greener initiatives
I could go on but by now you should have noticed a couple of things. Firstly, this is a long list (one client I worked with identified SIXTEEN separate influencer groups) and secondly, other parts of your marketing activity already address some of these groups e.g. journalists will be handled by PR and industry analysts will be looked after by the Analyst Relations team.
2) Scoring your influencers
For this example let’s just focus our influencer efforts on the industry gurus. How do we identify them and how do we work out the weight of their influence? Not as simple as you might think, and there is a need for some smart metrics that can evaluate the following:
- Reach – how big a following does this guru have on twitter, LinkedIn, Instagram etc? Does this person have blogs or articles in local publications or globally?
- Relevance – how engaged is this influencer socially e.g. how popular is the content that this person has shared?
- Expertise – from their public activity how is this influencer perceived? For example, have you noticed that they are giving keynotes at major industry events?
Each influencer will need a numeric score from 1 – 10 for each category. Ultimately, we will come up with a final influence score. The idea here is that there must be some measure of influence, even if arbitrary, that enables us to track and decide who indeed is an influencer of our target customer base.
3) Engaging your influencers
Assuming we have done our homework, we will probably have anything between 20 to 50 gurus that we have scored and ranked. But how will we work with them? This is where you need to be totally clear that working with an influencer is about education – NOT selling. It’s about informing – NOT persuading and it’s also about recognising that this influencer is rightly lauded because they might have a better understanding of the market than you, they have more experience than you or they just might be really, really smart!
The sorts of questions you need to think about:
- Is there information you can share that they will value and find of interest such as a white paper on an issue they care about?
- Are there things they can actually help with e.g. taking part in a podcast, speaking at one of your events?
- Do you have people in your company credible enough to establish and maintain proper relationships with your halloed influencers rather than just sell at them?
If you have big ticks to all the above then you are ready to go out there and influence those influencers.
PR pro Alicia Broadest looks at how podcasts are rapidly becoming the favourite child in the B2B maketing class of 2019.
Podcasts are thriving in the UK, nearly 6 million people now tune in each week, according to a survey from Ofcom (September 2018) – with the number of weekly podcast listeners having almost doubled in five years – from 3.2 million in 2013 to 5.9 million in 2018.
While podcasts were traditionally created with consumers in mind, now thanks to the tech evolution, brands large and small are getting in on the action.
They may not quite be the new op-ed, but their soaring popularity has seen many B2B publications introduce podcasts to their websites. Be it paid for ops, interview placements or the opportunity to submit pre-recorded material, the rise of the podcast is certainly opening new avenues to B2B PR professionals like us looking to get clients seen, or in this case, heard.
So should your client be hopping on the podcasting bandwagon?
While podcasts are relatively easy to make, producing and managing a regular branded podcast is a big commitment, and not something I would recommend to any client taking their first steps into the realm of podcasting. Clients need to think realistically about how much time they can dedicate to recording, and the frequency with which they can publish content. The key to podcasts is consistency – if you want to be effective, you should offer something that listeners can tune into regularly.
My recommendation is to make podcasts part of your existing PR and marketing and strategy, complementing other activity. As PRs, we should familiarise ourselves with existing podcasts in our client’s sector, in our case, technology. We should then be engaging with these, and the editors producing them, to establish the opportunities available, such as guest speaker slots, or themes of the month with which clients may be able to get involved. You should then monitor these, and invest time in pitching for slots, or establishing if there are ongoing opps to submit client speakers, or even submit pre-recorded material on a regular basis.
The great thing about podcasts, other than ease of production, is that you don’t necessarily need to duplicate on content as you can utilise written articles as topics for discussion and kill two birds with one stone. In addition, is the advantage of longevity since content can be listened to time and time again.
As PR consultants, we should certainly be looking for opportunities for clients to contribute to podcast conversations (as we do with all other forms of media). It allows the speaker to convey information in a manner much more interactive and engaging than simply words on a page. We should be encouraging clients to augment their PR strategies with podcasts and start honing their broadcast skills in preparation.
Yes you can be in TechCrunch! PR pro Lianne Robinson gives her top tips for making sure your funding announcement gets the attention it deserves…
For any start-up, attracting investment is a significant milestone. It’s not just the credibility of knowing that you’re on to something special, but a signal to the rest of your industry that your business is a serious player in the market with a prosperous future ahead.
At this stage of early growth and investment, being able to PR the news is key and you want to get the best out of the opportunity to get the exciting news out and spread the word far and wide. It’s an opportunity to explain who you are, what your business does and why it’s different from everyone else.
Announcing your new funding not only increases your visibility, but it can also help with recruitment drives, attracting top talent, inviting new investors and driving new business. But with the start-up scene moving at pace right now, how do you cut through the noise and ensure your voice gets listened to? Here are my top tips to securing coverage in top tier publications:
1) Numbers talk – journalists want the news and facts: Its near enough impossible to get any coverage for a funding announcement that isn’t able to include the amount raised. If you can, use the numbers in the press release to illustrate the growth behind your start-up and how you plan to use the funds. Afterall, this is the ‘news’ you’re promoting.
2) Include as much information as possible: Who are the investors? Are they private, institutional, private equity? If funding was secured in earlier rounds, be sure to mention this too. It shows a continued confidence in your business and tells the story so far.
3) Company background: Clearly articulate what your company does and the problem you are providing a solution for. Who are the founders, what is their background and how big is the company? Explain what the money will be used for – it could be new hires, further technology developments or product development.
4) Validation: There is no greater endorsement than being able to quote one of your investors. It doesn’t necessarily need to be the lead investor but having an investor voice in your press release will add an enormous amount of credibility. They should talk about their reasons behind the investment. It might be the management team’s capabilities or a desire to be part of a growing market. You should also include a quote from your company founder or CEO alongside this.
5) Get all your ducks in a row: Once the press release has been written and signed off by all necessary parties, it is important to come up with a game plan for announcing the news to the market. It is far more effective to spend time getting all the materials and content in a good place rather than rush to get the news out there too quickly. Slow and steady really does win this race.
6) Where do you want to be: It’s likely to be vertical trade press that will be the most interested, but you might also find that technology press, investor magazines and start-up publications are where you need to be. Ask your PR agency to make a list of the titles they think you should be targeting to check you’re all on the same page. Between you, agree which titles should be targeted as a priority and which ones can follow. It’s important to use the announcement as an opportunity to build existing relationships with the press and establish new ones.
7) Consider your outreach strategy: Will it be far more effective to reach out to one key publication with an ‘exclusive’, or should it be sent far and wide to lots of different publications? Pitching the story exclusively to one key publication in the first instance does risk alienating others who might have otherwise covered the story, reducing the likelihood of widespread coverage. But it does normally mean that in return you will get a more thoughtful and comprehensive article.
A recent funding announcement from our client Urban Jungle resulted in us securing an exclusive article in TechCrunch who broke the news first. As a top tier title for the disruptive InsureTech, Urban Jungle were thrilled to be covered so extensively in such a key title and we still managed to generate 24 other pieces of coverage on the same day by sending the release far and wide once TechCrunch had published their story.
8) Timing is key: Simple things to consider – will your key spokespeople be around when the announcement is made? If not, consider holding off until they are back from holiday or more available as any interviews will need to be done that day. Does your company have any other news that it is likely to come out around the same time? A drip feed effect is far more effective than an avalanche of news in a short timeframe. Space the news out where possible and go with the most time sensitive first. Finally, keep your ear to the ground – if you catch word of a competitor announcing news around the same time, consider jumping in before them or waiting until their time has passed.
9) Shout from the rooftops: Well, social media will suffice. Use your social media platforms and networks to spread the news and share links to any articles through Twitter, LinkedIn and Facebook. Encourage your teams to do the same. They should be proud of the company they work for and want to share the exciting news.
10) Keep the momentum going: Securing funding is a huge accomplishment and once it’s been announced everyone will be keen to get on with the job at hand. But don’t forget to keep the market updated on your progress. Announce any new senior and significant hires that have come on board. If you have enhanced your technology platform or are now offering new products, tell people! Use the captured interest in your company as a platform to keep going. Once you have established a voice, don’t be afraid to use it. Ultimately you want to position the senior leaders of your company as leading authorities in the market so you need to optimise every opportunity to do this.
PR pro Debbie Smith looks at the evidence as she considers whether the four day working week is a realistic goal. Could it give regional agencies an edge when it comes to recruitment?
We’re currently seeing conflicting reports about optimum working hours hit the headlines. On one side of the divide are companies who’ve successfully introduced a four day working week, and those who are trying (and in some cases failing) to implement unlimited holiday. On the other is the head of Chinese internet giant Alibaba advocating 12 hour days, six days a week for those who want to be successful. It’s apparently a well-known trend in China, where it’s known as 996 (i.e. working 9am-9pm, six days a week) and is common in the country’s rapidly growing tech industry.
Why is this relevant to PRs? Because our sector is at the forefront of the struggle to find the right balance between work and personal time – and that’s not the just the always-on culture where we check our work messages all the time, but actual working hours at our desk/laptop.
In November 2018 PR Week reported research showing that 27% of PRs are working overtime on a daily basis, more than double the proportion (12%) of the average British worker. Apparently the average UK PR practitioner will work two full days (15 hours) every month on top of their scheduled hours – 24 days’ unpaid work a year. And that includes freelancers – we’re joint second in the overtime stakes, alongside agency group account directors but not quite as bad as agency CEOs and owners. This is having a serious impact on staff well-being.
Fortunately, alternatives are now emerging in the agency world. I recently went to a talk by the head of a Gloucester PR agency who has introduced a four day working week without reducing pay. He says that as a result margins haven’t changed, while sick days have reduced (down 75% in the first six months) and staff are happier. He pointed out that Fridays were largely spent collating results and reports, and technology means this takes less time, so the day wasn’t very productive. As I remember the days when preparing a coverage book really did mean ‘cut and paste’ with scissors and glue instead of using apps like Coverage Book, and we had to look journalists up on paper lists such as PR Planner, I agree he makes a good point!
Dig a little deeper though and it’s not as clear cut. PR means deadlines, last minute journalist requests and the occasional client crisis. What if these happen on a Friday? The Gloucester agency uses WhatsApp groups for each client, which have enabled them to handle anything urgent, and the MD admits that he ‘feels the benefits less’ than his team. This of course means that, although you are free to do other things on a Friday, you can’t be far from your phone. And the MD is putting in extra hours – which no doubt the head of Alibaba would say was perfectly natural! The agency has also reduced actual holiday time by 20%, lunch hours to 45 minutes, and staff will work on the Friday in a week where there’s a bank holiday Monday. To use a cliché, there’s no such thing as a free lunch.
However, while this initiative has its pros and cons, I think it’s a welcome change and shows an agency prepared to move away from the culture of presenteeism which has been a big part of PR for many years. I’ve seen it in both London and regional agencies. There were the husband and wife owners who phoned the office from their holiday late on a Friday afternoon to make sure we were all still there – and we were, but the lack of trust didn’t exactly create strong loyalty. So when they got the time difference wrong and phoned at 4.15 rather than 5.15, we took the call and then promptly all went home! And the big London agency where you were expected to be at your desk well into the evening, when the head of department would then open a bottle of wine as a kind of reward, and where an application from an Orthodox Jewish candidate was rejected in part because they would need to be at home for Shabbat dinner by sundown on Friday, which in winter would be mid-afternoon (this would now be illegal).
As a freelancer, I’ve chose to step away from traditional working hours and inflexible holidays to achieve a work-life balance that suits me. This doesn’t mean I automatically work shorter hours, but I can aim for a balance that meets my financial, professional and personal needs. As Lianne pointed out in a previous post, good relationships with like-minded clients helps. For them, the benefits of working with an experienced freelancer outweigh the occasional absences and the emails sent late at night (although my tip is to draft them and save them, then press ‘go’ first thing in the morning!) And working as part of the Comms Crowd freelance collective means I can take holidays to remote places knowing that our clients will be well looked after. For example, a recent fracture meant I couldn’t make an overseas trip for a client, but a colleague stepped in and delivered great results.
We can’t all be freelancers, but I hope that discussions of four days weeks and the importance of a good work-life balance to mental health will make traditional agencies think hard about their inflexible approach. Perhaps it’s most applicable to regional agencies – as the Gloucester agency head points out, his margins are higher than those of a London agency, which no doubt was a factor in making his initiative work. This could be a smart move for other regional agencies, who often struggle to recruit staff, and the catalyst that finally moves PR from its stubbornly London-centric base. After all, the days when you needed to be in London to meet journalists face to face are long gone.
Most of all, I hope this empowers PRs to challenge traditional working practices. We’re a creative industry, so we need time to step back and recharge our batteries if we’re to deliver the best results.
Sandra Vogel editor-in-residence issues her survival guide for live tweeting.
- 500 million tweets are sent every day
- 5,787 tweets are sent every second
- 326 million people use Twitter every month
There are some more mind-blowing stats here.
Now, of course we’re not all exposed to every tweet. But sometimes it is necessary to tweet on behalf of a client, and these are useful stats to bear in mind. Here are two more:
- The half-life of a tweet is apparently 24 minutes. If people haven’t read your tweet within half an hour, then the averages suggest they are not likely to get to it, because a tweet gets half of all its interactions within half an hour of being posted.
- Tweets with an image get 55% more engagement. So the image can matter even more than the words.
Nowhere is tweeting for a client quite so important and quite as stressful as when you are live tweeting an event. There will be a lot riding on what you do because live tweeted events can deliver great profile and original and interesting content. Events can be fast and furious, and it’s not easy to stay on top of everything. You only have one opportunity to get things right – or wrong.
Ten things you can do before you go live so you don’t die trying:
- Get the detailed insider version of the event programme, including whether there are to be any special announcements or launches that the public won’t be privy to till they happen because they won’t be on the public programme. You can pre-prepare a tweet or two with appropriate images so you are not caught on the hop.
- Know exactly who is speaking or otherwise on stage at every moment. Prepare a file that includes their name – spelt correctly – their job title in full, their Twitter handle and any other Twitter handles associated with them – the obvious one is their employer, but there may be others as well. Include any nuggets of info that might be useful for a tweet. Make this file something you can easily access at the event so you can flick in and out of it when you need to.
- Get the lowdown on any special announcements taking place both within and outside of scheduled sessions. If awards are being given get the list of winners, nominees and runners up – whatever is going to be announced live. Get photos of the people in case it’s not possible to take or otherwise obtain live shots at the time. Pre write your tweets and they will be ready to check through and fire off as announcements are made.
- Get as many graphics as you can. Are there slides from presentations that will be useful in a tweet? Get them. You don’t need to have tweet prepared and ready to go for every image, but the images may prove useful to have when you are live tweeting especially if it is tricky getting live photos.
- Prepare at least one tweet for every session you are covering. You might not use it on the day, but then again it might just be what you need to get you out of a problem moment.
- Sort out your hashtags. There will likely be several hashtags that will be in use over the course of the event. Agree the list with your client and anyone who you expect to be tweeting the event live from the client side. If some hashtags must be used in particular sessions, make a note of that beforehand in the same document you’re using to store the speaker details. Keep it structured so it’s easy to find what you need when you need it at speed.
- Set some standards for language and tone. The client may already have some agreed forms of words or phrases – make sure you are fully aware of them and if you think you might lose touch with them in the heat of the moment during the event, put them in your handy reference document. Agree too on the use of punctuation (exclamation marks are the domain of 13 year olds, not professionals), any acceptable or non-acceptable abbreviations, and any words that are never to be used and so on.
- Have an open discussion with the client about logistics – Have an open discussion with the client about logistics – who is tweeting, what are they tweeting, how are you going to divide and conquer? When are you going to get your breaks? Sometimes a client is looking for back-to-back live session coverage. Is that practical? Plan your schedule carefully. You can’t be in two places at once – so where will you be? If two or more sessions running at the same time need to be live tweeted how is that going to happen? Get full sign off on the schedule.
- Do you need access to a backup person or even two – maybe back at the office – who you know will be on hand to do whatever you need from double checking facts to doing on the spot research or taking over from you if there is an emergency?
- Finally, think about what might go wrong and set things in place to head problems off before they happen. Preparation will help you deal with on the day problems either because you’ve already thought of them so they’re not problems at all, or because the process of all that preparation has given you added confidence that you can handle anything.
Stellar junior PR, Katya Hamilton-Smith writes on how she has managed her third year at uni and working with us at the same time.
When I was given the opportunity to be a junior at The Comms Crowd last year my answer was of course, “Yes please!” At the same time I started a 10-week internship in the Corporate Communications department at Visa and soon returned back to university for my third and final year. I have always enjoyed having a packed schedule but balancing a freelance PR role with the pressures of the final year of university was certainly a challenge. It has been a great challenge though and I have learnt so much.
The final year of university is a busy one, full of assignments, graduate-scheme applications and the dreaded dissertation. In addition, I have been monitoring client social media channels, drafting pitches and briefings and getting to know a rapidly evolving industry and honestly just trying to keep up! While my time as a junior has been amazing, it hasn’t been without its challenges. People might assume that freelancing would work really well alongside a university schedule, and for the most part that’s true, but one of the biggest challenges I’ve faced is prioritising tasks when there is no set working timetable. How long do you spend working on a pitch when you also have a dissertation literature review due? How long do you spend writing an essay when a client’s twitter needs content? Prioritising these tasks has been one of the biggest difficulties and when you’re not prepared to let either one be less than your best it is definitely a struggle.
Another thing that I have had to learn is the ability to change focus quickly between work and university assignments. Writing a 10,000 word dissertation and writing a less-than-240-character tweet are very different things, and being able to switch between these different written styles was something that I had to pick up quickly. I guess the more you practise something, the easier it gets and this was certainly the case for me in learning how to manage the different writing styles needed for both a career and a degree in PR.
The best way that I have found to manage my busy schedule is a great deal of planning. As an avid list-maker anyway this was fairly natural but I still found it difficult. Self-organisation is key and the ability to prioritise the right tasks at the right time is essential. I won’t pretend that I have always got this right – far from it! I have sometimes found myself panicking over university deadlines late at night or planning pitches in my pyjamas but as the year has progressed I have certainly learnt how to master this prioritisation much better. I don’t think that there’s any set way to do this and something different will work for everyone, but the easiest way that I’ve found to manage my different activities is to divide my days up into different sections, tackling Comms Crowd work and university assignments in different blocks. With this distinction it is much easier to manage my time and I work as if I were going into a physical office. Obviously this doesn’t always work but generally planning and scheduling time for each commitment was the only way that I was able to keep on top of everything and not let either activity down.
Since June I have certainly learnt the importance of effective time management, an incredibly useful skill as I prepare to leave university and fully enter a professional environment. I have also had the chance to learn about some of the most interesting fintech companies while learning the ropes of the PR industry from a super supportive team.
Balancing the most important year of education and keeping my grades up while freelancing alongside certainly presented many challenges, but the amount that I have learnt and accomplished over the past nine months has far outweighed any difficulties that I have faced. As Sam would say, Onwards!
It’s eight years since Sam Howard set up the freelance collective that is The Comms Crowd. This year she learned the real value of belonging to a team, and it doesn’t have a price tag…
Running a firm, however funky, is always a blur of highs and lows, and this year was even blurrier.
Highs: new team babies, client weddings, discovering a brilliant junior (yes Marcel – who knew there was more than one of you!), finding a prime pitcher, winning another ‘tech for good’ client and so doing some good ourselves, getting to work with some of my favourite PR people now holed up in-house and chucking some great projects our way, and even the odd trip to Belgium.
Lows: personal life was rubbish! When fate dealt her hand this year I almost folded.
But when I had to take a step back from work, the team stepped up and said, ‘Don’t worry, we’ve got this.’ And they had.
You’d be forgiven for thinking that freelancing encourages propagation of the self-centred gene. After all, every day you wake up and in theory you don’t know where the next pound is coming from, and even when you do you don’t know when you are going to actually get it.
But somehow, even though we are freelance and virtual so don’t even hang out in the same office every day, we are a true team. And we are there for each other – not just to cover high days and the holidays but when the kitchen floods, or the car breaks down, or we have one child freaking out, or two children screaming, or three of them fighting, or when we get sick, or our parents get sick, or our dogs get sick -and all in all we are just too distracted to work.
2019 is already shaping up to be a brighter year in so many ways, not least with the addition of our latest recruit, Dill a Mastador pup, a girl this time.
I have always been so proud of the Comms Crowd and what we have achieved but this year I am also thankful.
It’s widely acknowledged that going freelance enables you to spend more time with your family, but what about maternity leave how does that work? No safety net of paid maternity leave for us, so how do you manage? Fellow PR and proud mum of two, Lianne Robinson explains how she does it.
Before you swipe left, please be assured that this is not another blog about your right to claim statutory maternity pay when you have a baby like all the other ‘how to take maternity leave when you’re self-employed’ blogs! This, I hope, is helping to address the real fears of taking some time out when you’re a freelancer – will my clients find someone else? Will I have to start again?
When you start to tell people your baby news, their immediate reaction is to talk about how lucky you are to be getting maternity leave – people ask will you take a year off, or just nine months? But when you work for yourself the reality is that neither of those options are probably going to be possible.
When you decide to become a freelancer it takes a lot of hard work and determination to build up a client portfolio and secure a regular stream of work. It certainly doesn’t happen overnight. So when you find out your family is growing it’s impossible to comprehend the thought that you might just walk away from all of that.
Beyond that there are the financial difficulties. Going a year or even just a few months with no income is a very scary concept, especially when you are self-employed. For me, the thought of not having any money coming in would actually cause me more anxiety than working.
I’m realistic enough to know that when the baby comes along I will want to have some quality family time without the distraction of work. So I do plan to take it much easier, but not for long. One of my more time-consuming projects comes to an end just before my due date and I made the decision early on not to look for more work to fill that void until a few months down the line once I have established more of a routine.
As for my more regular retained gigs, I’m very lucky to work with some lovely clients who totally understand the situation and could not be more accommodating. One of the many reasons why I wanted to go freelance in the first place was to work for nice people and times like this are testament to that. If all goes well I will be back on line after two weeks – and no, I probably won’t be back up to full speed immediately and it’s likely I may be sending emails in the middle of the night but my clients respect that. They encourage me to take as much time as I need and they’ll be there waiting when I get back.
My worries about them finding someone else to look after their PR were soon dissolved when I realise that the relationship and rapport we have built up over the years means that they respect me as a person, as well as a professional and that’s why we work well together.
I’m also very lucky to be part of the Comms Crowd, a collective of like-minded freelance individuals. We work on clients as part of a team so when I disappear on my ‘mat-leave’, I know that our clients will still continue to get great results and opportunities as I leave them in the very safe and capable hands of my colleagues. That support is invaluable and it’s incredibly reassuring to know that I can take time off and focus on my family safe in the knowledge that the team are there to pick things up. As such we’ve also been able to do a gradual handover over the last few months which has also really taken the pressure off.
When I tell other friends and other expectant mothers that I plan to be back online after just a couple weeks they look at me with that discerning look and I know they are judging me. But that’s okay. You see one of the main reasons that I wanted to work for myself was to make sure that I can take my kids to school, be there for nativity plays and sports days and be able to look after them when they’re sick. So the very small sacrifices I might have to make now, will pay dividends in the long run.
When those disapproving friends are heading back into the City with an hour long commute each way after just 12 months, hands tied by a corporate environment that frowns on people leaving on time or taking time off for dependents, I will be at home still managing to build up my business and spend time with the family. I’m in the driving seat and there is nothing better!
Jo Detavernier, vice president of Swyft our US partner and the founding firm of our global network, First PR Alliance provides this helpful two part guide for UK tech companies on how not to get lost in translation when venturing across the pond:
Part two UK marketing to US: getting it right
Any modern marketing and PR campaign must be integrated. Integration implies that you will try to have your ‘owned’ (your website, blog, etc.), earned (media coverage) and paid (advertising) channels working together to reinforce one another as much as possible. In many cases ‘shared’ (online shares) is added to the mix, which when added equates to PESO (paid, earned, shared & owned). In what follows we stick to the first three tracks and count shared with earned.
Here is a list oof tools that are available for a marketing and PR campaign in the US. For each campaign you will be making a very unique selection of building blocks. And since you have now been fairly warned about selecting the right market segment, speaking the right language, funding your effort sufficiently and employing the right channels, all of your marketing activities will now be poised to yield the highest possible return.
- Website with content and style tuned to an American audience (either a U.S. site or American pages on your global site) and plenty of call-to-actions to help people convert through the sales funnel.
- Blog with articles that depart from the benefits of your products or services as they are relevant to American buyer personas.
- Newsletter to send out content that is geared towards different buyer personas.
- Video content aimed at providing valuable information to prospective buyers.
- Distribution of press releases to American news outlets that serve your target audience and to wire services (e.g., Business Wire) when warranted.
- Offering interviews to journalists that attend a trade show at which you have a booth.
- Pitching of stories, on an exclusive basis where practical, to journalists.
- Press tour whereby you visit the offices of journalists for one-on-one talks (this assumes you are a sizable player in your respective industry or are first-to-market with disruptive technology).
- Contributed articles to trade magazines.
- Advertising in print or online media.
- Promoted content and/or ads on social media.
- SEA on Google and/or Bing.
- Sponsored posts (native advertising) / advertorials in print or online media.
- Sponsoring of podcasts.
Integrating owned, earned and paid
As mentioned earlier, marketing and PR campaigns that yield the best results are ones that are fully integrated. Pitching interviews on a story in October, promoting posts on Facebook in January and paying for a sponsored article in March can and will have some impact, but they are not nearly as powerful as a fully integrated campaign where you bring everything together in ways that are mutually reinforcing.
Let’s illustrate this with an example. Let’s say you have just conducted a survey about a hot issue in your industry. How can you maximize the impact of that survey to increase brand awareness and stimulate lead generation?
- Owned: You can make the survey report available on your site for people who leave their email address (make sure you respect American CAN-SPAM regulations while you are at it); write a series of blog posts on the results, illustrated by an infographic; dedicate a status update to the survey on your Facebook page; and publish a slide deck on your SlideShare account.
- Earned: You can send out a release about the survey (after negotiating a scoop with a major tech news outlet or a trade publication if it’s got strong enough news value), pitch interviews with your CEO about the results and use the survey to feed your proof points for a contributed article in a key trade magazine.
- Paid: Companies will typically not pay to promote a survey, but the buzz that is created by the survey will allow your now ‘primed’ audiences to be extra receptive to any advertising campaign that you would want to run in the months following the campaign.
In these two blogs we have discussed what some common mistakes are that European companies that are looking to expand in the US will typically make and what advice these companies should heed if they want to succeed across the pond. The American market is in many regards very different from aThe UK and those entrepreneurs and marketing managers who stick to their UK playbook when arriving in the US will do themselves a huge disservice.
This white paper is based on the Swyft white paper How Should European Companies Write Their American Marketing and PR playbook? Swyft is the founding member and organizer of First PR Alliance. For more information on Swyft, visit growswyft.com
First PR Alliance is a network of independent PR and marketing agencies that offers highly-coordinated support spanning borders, time zones, languages and cultures. For more information, visit firstpralliance.com.
Jo Detavernier, vice president of Swyft our US partner and founding firm of our global network, First PR Alliance provides this helpful two part guide for UK tech companies on how not to get lost in translation when venturing across the pond:
Part one UK marketing to US: Common pitfalls
Promoting services and products on the American market looks at first sight very close to how it is done in the UK. Are Americans B2B buyers not comparable to their counterparts across the pond? And are the best means to reach them the same as in the UK? Perhaps surprisingly, the answer to both questions is a resounding ‘NO.’ UK companies need a dedicated American marketing and PR playbook if they want to be successful on the American market.
So in the next two posts we look at what not to do and what to do to crack the US market.
What UK companies do wrong (most of the time)
- Trying to ‘boil the ocean’
Trying to ‘boil the ocean’ is an American expression referring to the trying to accomplish an insurmountable task, or making a project unnecessarily difficult.
Here’s the thing, the American market is simply way too large for any European company to attack all at once, at least not with the kind of budget one normally allocates to attack a single European country (or even Western Europe for that matter).
Omar Mohout, a prominent Belgian professor in Enterprise who teaches at the Solvay Brussels School of Business and Economics, recommends that European companies first target one specific American socio-demographic or geographic segment. For instance, say you developed a SaaS accounting solution perfect for small and mid-sized professional services organizations in the US. You might choose to first target only American law offices in a handful of major metro areas rather than attempt to sell the solution across multiple industries and geographic markets. In other words, figure out how to thrive and be successful in one specific niche, possibly one specific geographic market (for example, the state of Texas). Then you will have something to show when it’s time to convince investors to participate in your next big push to grow market share. Both your organic growth and the extra funding will help make the next chapter in your American expansion story become reality.
- Underfunding the effort
This second mistake is closely related to the first one. Not picking a segment that is small enough for you to thrive in will cause you to underfund your marketing and PR effort. But even the ones that do manage to pick a realistic segment will unfortunately often commit critical budgeting mistakes. For instance, marketing and PR agency costs run higher in the United States than they do in the UK (especially if you are contracting agencies on the West and East Coast). It stands to reason that the cost of any effort aimed at brand awareness and lead generation in one European country is much smaller than attacking the EU as a whole. The same rationale applies to the US, only on a potentially larger scale
The per unit cost of acquiring leads may vary in the US as well, if only because the degree of competition in the tech space is incredibly intense. Even the cost of sponsored posts in national trade websites will cost much more than counterparts in Europe. Google Adwords campaigns are tricky given the competitive nature of many U.S. tech businesses; it’s not uncommon for bidding amounts run so high as to make the ROI on leads untenable. Talking about Google AdWords, is about 13% more in the US than the UK.
What can you do to avoid underfunding your marketing efforts? Aim for what you can reasonably afford — don’t attempt to overreach on market size and in the process underfund the effort. Do plenty of research into your target market and what works and doesn’t work when it comes to marketing and PR. Don’t be shy about reaching out to local agencies for advice. What you learn from them could be the difference between success and failure.
- Not speaking the language
Well we do share a language but speaking the right language doesn’t only pertain to how things are said. It also has to do with the core messages of your marketing campaigns and the manner in which you articulate them. Clearly American culture is very different from UK culture. A simple edit of a brochure or website into American English will not suffice. You have to ‘think’ like an American to attract their attention in an authentic way. Otherwise, you risk alienating your target audience within seconds.
- Picking the wrong channels
You have selected a segment that you want to target, but now the work begins. You will need to select the best mix of channels to achieve your marketing and PR objectives given your budget and target audience. If you are new to the market you will have to spend a majority of your time creating awareness. Don’t forget to track your inbound leads and properly attribute their source (e.g., Twitter ad, Google AdWords campaign, trade show, etc.) in some kind of spreadsheet. Fortunately, many marketing automation platforms (HubSpot, Pardot, etc.) do a reasonably good job at lead attribution. That said, lead attribution will only partially help inform your marcom spending decisions. Take SEA (Search Engine Advertising) for example: For European marketers, SEA equals Google AdWords. But Bing had in January 2018 a 23.7 % share of the American search engine market (source: Statista). While it’s not the largest search engine in terms of search volumes and ad spend, you can’t afford to ignore it in the long run if you hope to pick up market share against your competitors.
Now we know the mistakes to avoid, the next post will look at how UK companies should write their American marketing and PR playbook.