B2B Integrated Marketing: 5 Step Foolproof Guide

B2B Integrated Marketing

By Chance Shay —Director of B2B and Infrastructure Development

Twitter: @ChanceShay 

Marketing communications in silos doesn’t work. If your PR efforts aren’t aligned with your content marketing and your digital marketing is on a different frequency, you’re setting yourself up for a not-so-fun conversation with your CMO. In a time when the average attention span is eight seconds and where humans are producing the same amount of data in two days as was generated in all of human existence leading up to 2003, it’s easy to see why each individual marcomm channel is less effective in isolation.

But with a challenge comes an opportunity. By syncing up all of their efforts, marketers are able to make the overall impact of marcomm efforts far greater than their individual sums. This is integrated marketing.

Integrated marketing communications (IMC) is the only marketing strategy that is effective in 2017. It optimizes the communication of a consistent message from a brand to stakeholders by integrating communication channels and harnessing the benefits of each channel, which amplifies their impact beyond what they could achieve individually.

The entertainment industry has done this for years. At Comic Con, you’ll see the same message about a new movie being promoted on advertisements (paid), conveyed during interviews and editorial stories (earned), used on social media (shared) and said during the panel discussion with the movie’s stars (owned).

B2B brands have to take this same approach, but with a few key changes. To help, we’ve put together a foolproof, five-step guide to help any B2B brand nail its integrated marketing plan.

1) Define the business objective

An obvious first step, but it’s essential that the integrated marketing flow from the brand’s overall business objective. Whether stealing market share or creating a new category, the brand’s big picture goal will drive everything from strategy to KPIs and execution.

2) Know thy audience

More than just understanding the type of business that’s a good fit for your service or product (i.e. a SMB in cleantech with $10-25 million in revenue), a brand must have a rich, granular picture of who is most likely to purchase their product and why. The “why” is important for establishing and framing the unique selling proposition for any good or service, but the “who” is the most important for structuring your IMC plan. Is your customer likely to be innovative or more risk adverse? What’s important to your customer in how they operate their business and the culture they create internally? Is a top tier trade outlet or a general news daily with huge name cachet more influential to them? For example, if the decision makers for your prospective customers are millennials, you’ll want to know they are 247% more likely to be influenced by blogs or social networking sites than older generations. That impacts strategy in a meaningful way, so get as holistic a view of your audience(s) as possible.

3) Set SMART communications goals that support the business objective

Like with most sound strategies, for IMC planning you must start with the end goal and work backward to develop a plan for how to get there. What is it – in a specific, measurable, attainable, relevant, time dimensioned way – that you’re wanting the plan to achieve. Is it to drive a 20 percent increase in free trial sign-ups? Is it to grow website traffic for key landing pages by 30 percent? At the end of the day, for B2B brands it all boils down to driving revenue. The marcomm component is meant to move new business prospects down the marketing funnel from being brand aware to being brand loyal. Setting SMART goals and KPIs for your integrated efforts will help ensure you’re on the right track.

4) Select your weapons of choice

Not all platforms and mediums are right for every brand. In some industries, trade shows have a higher demonstrated ROI than weekly vlogs on YouTube. For others, the best way to reach decision makers is on LinkedIn and not through content marketing. The first question to ask when determining where to focus marcomm resources is, “Where are my customers spending their time and how are they influenced?” Almost as important is asking yourself, “What channels allow me to showcase my brand’s strengths?” If your brand offers something innovative but a bit dense and niche, then Instagram as a platform would be challenging to generate traction. Instead, speaking opportunities at conferences where you (or your CMO) have more time to explain nuances would be more impactful.

Remember, you have all the PESO (paid, earned, shared, and owned) channels at your disposal.

For Paid, consider if your audience is actively looking for your solution or if you have to be proactive in helping them realize they need your product or service. When thinking of earned coverage, would contributed by-lined articles support your communications goals or would an analyst evaluation be better? On Shared channels, selecting the platform must flow from determining the strategy for how social media will help reach the communications goal – whether by creating a community, showcasing thought leadership, engaging in the digital conversations prospective customers are having or otherwise.

Part of how IMC for B2B brands is different than for consumer brands is how owned content is leveraged. Owned content should be valuable to your customers and your customers’ customers. Your customers want to know you “get them,” but they also appreciate content that reinforces their value. The ROI is clear when you consider that B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0-1 times per month. If your content is targeted, that increase in traffic means an increase in leads. Of course, that’s just one data set, but wouldn’t you like 300% of the traffic you’re getting now?

5) Use an umbrella to make it rain

Traditionally, an umbrella blocks the rain from hitting you. But for B2B brands, you need an umbrella that covers all of your IMC to bring in new business and make it rain. The umbrella, of course, is an overarching theme or idea that ties all of your marcomm efforts together. It could be owning a position or using some fun, quirky euphemism to convey the unique selling proposition of your product or reinforce a brand identity. This doesn’t mean that all efforts across all platforms need to look exactly the same. In fact, solid marcomm utilizes the most impactful features of each platform, but the umbrella campaign theme or concept keeps everything cohesive and consistent. When deciding an umbrella theme, think big picture about how it would translate across each of your decided platforms and whether it syncs with your strategy for how you intend to utilize each channel.

With audiences diversifying and a fragmented media landscape, there are no silver bullets for achieving communications goals. To be effective in moving the bottom line needle, communications – from advertising to PR, from social media to content marketing – need to be intentional in both strategy and timing. Check out a few ideas here, then follow these steps and you’ll be on your way to crushing the IMC plan and impressing your CMO.

Five Tips for Successful Social Media Branding

By: Kara Dement

Twitter: @KaraDeMent_

In more ways than one, social media is at the heart of how most organizations communicate with their audiences.

‘Heart’ is a good metaphor since it’s both central to the communications strategy and the source of how the organization looks and feels—and of course the ‘look and feel’ is the definition of a brand. So how do you make sure your organization’s look and feel are accurately and consistently portrayed through social media? Here are five expert tips to keep your social media strategy on the brand:

  1. Establish and maintain a consistent voice voice GIF

Buffer defines voice as, “your brand personality described in an adjective. For instance, brands can be lively, positive, cynical, or professional.” If you want people to listen, you need to inject some personality. Know your brand’s voice and ensure it’s aligned with your company culture and your target audience. Then make sure you use the same voice across all platforms so that you don’t come across as a split personality.

  1. Choose the right platforms

Understanding each platform’s audience can help you identify what social media platforms are the right choice, and then you can use your brand voice to share things that are relevant to that target audience. Snapchat users on average are between the ages of 18-34 according to Omnicore Agency, so using Snapchat to discuss retirement planning probably won’t work. Also, not all voices work across all platforms. If your brand voice doesn’t have a playful side, you should either look into developing one or steer clear of Snapchat altogether.

  1. Select appropriate visuals

When it comes to describing your brand, a picture is worth a thousand words. So select imagery carefully and make sure it is consistent with and helps augment the story your voice is telling. Speaking of consistency, it’s also important to maintain visual consistency across all social media platforms. Having the same colors, logos, etc. is a given, but even your photography, video and shared stories should all align with your brand’s personality.

  1. Engage

Nobody wants to have a conversation with themselves, plus that goes against the whole point of “social” media. For a brand to have a credible personality, it needs to be responsive on social media, or people will assume no one at your organization is listening. Jay Baer, President of Convince & Convert, found that 42% of consumers expect a 60-minute response time, so being engaged with the audience’s comments, questions and concerns is critical to meeting your audience’s expectations. It’s also a great way to build trust and rapport so when you want your customers to engage with you, they’ll be ready and willing. yes killer whale GIF

  1. Offer relevant and killer content

At (W)right On, we go by the 80/20 rule. Meaning, 80% of content should be “check this out”, so long as it relates to the brand, and 20% should be “check us out”. Talking about yourself all the time is a turnoff, and not the kind of personality that brands want to be perceived as having. If you stick to the 80/20 rule, it will help prevent the pitfalls of constant monologue and will help develop your brand’s personality by giving it depth beyond your own organization.

Need help developing your brand’s voice and personality on social media? Call or email our team of social media pros to help! You can reach us at (858) 755-5411 or info@wrightoncomm.com.

Influencing the C-Suite: 3 Tips for B2B Influencer Marketing

By Aisha Belagam

Twitter: @AishaBelaPR

Fashion bloggers jet setting to tropical destinations wearing the trendiest floral prints. Genetically blessed Instagram influencers promoting weight loss pills after an early morning session at Equinox. From selfies to flat-lays, these are the types of personalities and formats that typically come to mind when you hear the term ‘influencer’. But these personalities won’t do much for your B2B marketing strategy.

American Idol business jennifer lopez american idol american idol xiii GIFAs with B2C, B2B influencer marketing is about connecting with influential people in your community and leveraging them to build trust and credibility, driving your message. In this digital age, where social media is becoming a regular part of everyone’s lives, influencer marketing is becoming a vital part of the communications strategy. And yes, you can and should use it for B2B companies. The C-Suite is engaged on social media and 84% of CEOs and VPs say they use social media to help make purchasing decisions. Here are three tips to consider when developing your B2B influencer marketing strategy:

1. Where are they and who do they look to?

Who and what influences your target audience? Don’t get deflected by focusing on who has the most followers. A million followers do not necessarily equate to a huge influence on your target audience. This isn’t a popularity contest. Plus, upcoming thought leaders are more likely to have the capacity to pay attention to your brand. Focus on influencers who receive a large amount of engagement on topics relevant to your vertical. These are the thought leaders you’re looking for. The analysts, industry experts, authors, speakers, and media folk who are actively involved in industry discussions, leading the way with their expert insight and educated opinions. You’ll find most of them on LinkedIn and Twitter.

       2. Look within

Who understands your brand better than your team? No one. That’s why you should leverage the CEO, employees, and clients as part of your strategy.

Employee advocacy is a powerful thing. Encourage your employees to promote your brand, whether it’s through social posts and blogs, at speaking opportunities, or by getting involved at industry events. Empower those with the most knowledge, the ones who work on your brand daily, to become the thought leaders opining and engaging, increasing your brand’s visibility.

C-level executives are an integral way for B2B brands to make a personal connection. They are the thought leaders bringing the brand to life. Using C-level executives is a key way to build relationships with analysts and the media, increasing coverage and establishing credibility.

Share results. Success stories from your customers can be packaged into consumable case studies, infographics, and testimonials. It’s great to have your team promoting your brand, but there is an obvious bias. Your customers, on the other hand, don’t have the same stake in your company and their experiences add a layer of authenticity.

      3.  Don’t just promote your own agenda

Build a real relationship with your influencers so they are engaged before you need them. It’s a two-way street. Think about how you can help them while promoting your brand. Reference them as experts, quote them in your blog posts, give them access to your products or services, engage with their social content, and stay top of mind. When the time comes, they will be more familiar with you and more likely to go the extra mile to help your brand.Empire FOX music love happy best GIF

Influencers can help a B2B brand through numerous channels. Think about your goals and identify what your brand needs. Influencers can do everything from collaborating on social content to hosting a webinar, from being an ambassador at your tradeshow to quoting you in their latest interview.

As interest in traditional forms of advertising plummets, influencer marketing is becoming a more important part of the integrated strategy. Collaborating with influencers in the ways outlined above can help your brand become more influential in itself.

Want to learn how your brand can leverage influencer marketing? Drop us a line. With proven influencer marketing results with national brands in both the B2B and B2C sector, we can work with you to develop and implement an integrated strategy that brings your brand targeted, measurable results.

Five Pro Tips For Mouth-Watering Food Photographs

By Shae Geary—Senior Communications Strategist

Ready. Set. Selfie!

We all love showing off our personalized pictures of food, travel, and fun experiences, especially during holidays. With Valentine’s Day on the horizon, we’re betting you’ll be sharing some delicious eats with your sweetie or besties. To make sure your food selfie skills are perfectly polished, we’ve delved into our archives for today’s blog. Here are five pro tips from San Diego food photographer Sam Wells for producing mouth-watering and Instagram worthy photos for this Valentine’s Day xoxo.

In Hospitality Public Relations, we often rely on images to help tell our stories – a pristine white sand beach; a mojito in a mason jar; a field in bloom. With the rise of social media and the availability of high quality cameras on most smart phones, photography is often how our guests tell their vacation stories, particularly when it comes to food.Tip1

Despite having such ready access to cameras, however, most of us remain photographically challenged. A good camera phone isn’t enough to turn our latest gastronomic delight into the envy of all our friends: placement, lighting and composition are all important elements in the quest to capture delicious food memories. Sounds difficult, right? That’s when you turn to the pros.

I was recently fortunate to work with Sam Wells, a respected San Diego food photographer who shoots for publications like Carlsbad Magazine and San Diego Magazine. While I watched him work his photographic magic, it occurred to me that he must have a load of helpful hints for us “do-it-yourselfers.” Sam was more than happy to give his insights on what makes for great food photography. Follow his tips and you’ll be on your way to drool worthy food on Instagram in no time.

Food Photography Tips from Photographer Sam Wells

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Tip 1: Light quality is everything. 

I shoot most of my food in areas I call “transition zones” – where the light is transitioning from light to dark. Windows, open doors, and the outer edges of shaded areas all produce beautiful directional light. If there are any conflicting tungsten lights in the restaurant, try to block them to create clean light.

Tip 2: Create a strong composition.  

Negative space can be a great asset to a photo. Using the “rule of thirds” always helps – just imagine there are two horizontal and vertical lines dividing up the frame into nine rectangles. Place the most interesting point of focus on any two lines or where the lines intersect, and you’ll instantly have a better-composed image. Add a few more details to fill the frame, and you’re off and running.

Tip 3: Steady your hand.  tip4

Motion blur can ruin a photo, so if you are hand-holding the camera make sure to take a few and be gentle when you push the shutter button. Make sure your camera or phone doesn’t move when you shoot the photo. I always use a tripod to ensure maximum sharpness.

Tip 4: Show some life and action. 

Have a hand reaching for something. Take a bite. Make it messy. Do anything that makes the food look delicious and enticing.

Tip 5: Styling can make any dish interesting. 

I always use linens and napkins to help spice things up a bit. Adding other elements allows you to create a more interesting composition by leading the eye through the image. Think of image flow – a fork placed in the lower right hand corner pointed towards the dish will lead the viewer’s eye towards the focal point.tip6

Keep this handy for your next dining adventure and you’ll definitely have some Insta worthy food photos. Need more photo inspiration? Follow the latest in Sam’s food reel on Instagram at @swellsphoto.

3 PR & Marketing Tactics to Dump in 2017

By Julie Wright—President and Founder

Twitter: @JulieWright

Out with the old. In with the new! What stale PR and marketing tactics will you shed in 2017?

I’ve got a few on my naughty list this holiday season. They’re activities that perhaps at one time were strategic but now are automatic things PR and marketing professionals are doing without really thinking. Isn’t it time to leave these three things behind?

  1. Your Press Releases No One Reads

Away documents Free PhotoIt’s well past time to ditch the traditional press release.

If you want media coverage, then spend your energy and budget on developing your brand’s story and pitching it to a carefully cultivated list of media targets.

Just as advertising is the price you pay for being unremarkable, press releases are what you do when you don’t have a real PR strategy.

They’re a PR crutch and are often abused by people who think press releases are public relations.

In 2017, empower your agency or PR department to generate media coverage with creative ideas and storytelling. Focus on your communications goals and then determine if press releases are really going to help you achieve them. If not, get creative and strategic with the tactics that will actually impact your communications and business goals.

While they may not generate media coverage, you can be strategic in your use of press releases.  Use them to raise online visibility for your brand or key content to spur discovery through keyword analysis and search engine-optimized content, and to share exceptional visual content such as great photos, videos and graphics.

Just don’t continue putting them out as a proxy for a real PR strategy.

  1. Your Facebook Page that No One Sees

Facebook social media Free Vector How much time does your team spend drafting and posting content to Facebook? Now how many likes or comments does that content get you? How much traffic to your website? How much brand engagement and equity is all this effort producing?

Be honest with yourself. Is it worth it? What would happen to your business if you dumped your Facebook page? Or your Twitter account, for that matter?

If you’re doing it right, hopefully the answer would be “quite a lot.” Website visits would fall, event attendance dip and top of mind awareness would suffer.

If you can’t answer that question satisfactorily, take a hard look at what you’ve been doing and ask yourself why? Do you know what impact you want this activity to have on your business?

Now flip things around and pretend that Facebook was your only channel for reaching your audience. How would you approach it differently? Would you do more research and target better? Would you dedicate more budget to advertising? Would you study what type of content performs best?

So develop a plan in 2017 to do social media right. Or stop doing it.

Set goals for your social media activity that will support the impact you want to see for your business and then produce the content, schedule, promotion and targeting that will reach them.

  1. The Content You Spend More Time Marketing than Your Actual Product or Service

I get the concept behind content marketing. Provide people with helpful, well-packaged information that draws them in and predisposes them to like, trust and value your business so they’ll consider doing business with you.

Time and money Free Vector Do this on a massive scale and you’ll have a lead generation machine, the theory goes. With every blog post or white paper, an email has been captured so that the prospect can be continuously marketed with more friendly, helpful emails, blog posts and white papers.

That said, it’s a shit-ton of work to do this right. And if you’re the prospect, you could now have five or 10 companies trying to move you through their content marketing funnel. Your email inbox will implode!

So how much of your marketing department’s time or agency budget do you want to spend generating and marketing helpful blog posts, infographics, videos, white papers and case studies, and how much do you want to spend actually marketing your product or service to your target buyers?

I may be out of fashion here, but content marketing has to have jumped the shark a few years ago.

“With over 90% of B2B marketers cranking out ‘content,’ prospective buyers are inundated with information.”

How many buyers will be saying to themselves in 2017, “Boy, if only I could find more content?” I’m skeptical. Content is important but it is not the end in and of itself. It’s the means to an end. So in 2017 stop slaving away at the content game and make sure it’s serving your needs and not vice versa.

What tactics will you be dumping in 2017? Let us know with a comment or tweet!

Robot writing with a pen Free Photo

What’s Next: Five Industry Trends for 2017

 

By Shae Geary- Senior Communications Strategist

Industry trends are always a great place to mine for story ideas, especially when working with travel and hospitality clients. Some trends, like Pokemon Go! getaways, are short lived. Others, such as eco-travel, tend to define a whole generation and can change the nature of the industry forever. As the year draws to a close, we can’t resist looking ahead and seeing what’s in store for 2017. While none of us claim to have a crystal ball, here are a few trends (W)right On is keeping an eye on for the new year.

People in social networking Free Vector

Smart Technology: Mobile technology will continue to play a significant role in making travel more convenient and streamlined. Smart companies are embracing the technology and enhancing the visitor experience by putting decision making in the palm of your hand. Expect activities such as checking in to your hotel, controlling the temperature of your room and booking activities all from your phone to become the new “normal.”

Digital Detox: While technology may be making travel more convenient, there’s also a backlash to the digital overload of daily life. The response? Innovative programs and services that allow travelers to get off the grid for a while. Wellness-focused offerings such as digital detox spa retreats, as well as activities like forest bathing, which encourage visitors to completely disconnect and revel in the natural world, will give travelers the peace and rejuvenation they seek.

Hipster Holidays: Thanks to the millennial generation, more travelers are choosing to explore lesser known cities and destinations. Along with the desire to go to unique places, this group also seeks authenticity and genuine, local experiences. While not a new trend for 2017, hyper-local activities and edgier, undiscovered venues will continue to appeal to this highly influential, independent traveler.

Glass pint tankards Free Vector

Beer-cations: Craft beer is having a moment. For the travel industry this has meant an increase in travelers who specifically seek out destinations with a strong craft beer vibe. Taprooms, beer events and other tasting experiences are the cornerstone of the beer-cation experience. However, look for the theme to show up in unexpected ways, too. On your next vacation, don’t be surprised if you are tempted by a beer-infused spa treatment or a “beer-tail” that features a unique blend of craft beer and traditional cocktail ingredients.

Solo Travel: At a recent media event, I was surprised when not one, but two female writers admitted that they enjoyed camping alone. It turns out that this may not be as surprising as it seems. According to Lonely Planet, a recent survey of 300 travelers indicated a majority of respondents planned to take a solo holiday in the coming year. Easy access to travel planning resources and the ability to stay connected while on the road are thought to be key influences in this current travel trend. Solo travelers like that they can set their own itinerary and feel that the experience enables them to more easily meet new people and immerse themselves in the local culture and surroundings.

What travel trends have you noticed that seem to be gaining in popularity? Drop us a note and let us know!