The bigger picture
We’ve said it before, and we’ll say it again: tech PR alone isn’t enough.
To truly grow a brand’s profile as an industry leader, it takes a holistic approach to communications. Tech PR is just one small part of that approach.
Here’s how it works: a strong piece of PR coverage might reference your brand, and even give a quote from a thought leader. While reading it, your audience will view you as an industry expert. But five minutes later, they could have forgotten all about you. If you want them to internalise your messaging and remember your profile, you need to hit them from all angles.
Every method you use to engage with customers and potential customers should be optimised for consistent brand messaging and values. Nothing can exist in isolation: all communications channels, from client emails to social media, should be considered in relation to each other.
So, that’s our thinking behind tech PR and holistic communications…. but it’s easier said than done. We bet you have consistency nailed when it comes to your tech PR, social media, email marketing, and company blog. Unfortunately, we can think of a few more that get frequently overlooked. Keep reading to find out more…
It’s easy to overlook the numerous different interactions your brand has with its consumers. We bet you’ve never considered whether your business’s live chat service, telephone conversations, or email footer convey the authority of your brand.
Of course, there are different approaches for each of these channels, and some will necessarily be more subtle than others. However, each and every one should work to emphasise your brand’s values, personality, and expertise.
For example, a B2B brand providing professional service might commonly send monthly reports to clients. First and foremost, these reports should be easy to understand and clearly demonstrate results – otherwise there’s no point in sending them. They should also incorporate any brand colours and logo, and match your brand’s tone. If you’re always chatty and friendly with clients, why send them an ultra formal report?
The same goes for your telephone manner and online chat conversations. If your brand is traditional and corporate, only the Queen’s English will do, and you’ll probably have a pre-determined script for some telephone calls. For more modern brands, adlibbing and more casual (but still professional) language is fine.
These are small tweaks, but they help to build up a sleek and integrated bigger picture.
Hear us out on this one.
While every business will have their own documents and material that isn’t intended to be seen by clients, sometimes some of it will slip through the net. Rather than showing up at a client meeting with a scrappy sheet of paper with a few notes scrawled on it, why not print them out and pop your logo in the corner? Instantly makes you look a little more like the pro that you are.
Likewise, it takes about five minutes to create templates for beautifully branded invoices, internal presentations, and signage. Not only does it ensure any visitors to your offices are wowed by your corporate prowess, it also plays an important role in internal marketing. A business that appears shambolic will have a hard time keeping employees on side. However, consistency and clear communication can go a long way in making loyal brand advocates of your employees. Keep reading for more on that…
Remember: internal marketing is still marketing. Never underestimate the importance of promoting your business to your employees.
Check out the following from My Customer magazine:
“Customers’ attitudes toward a company are based on their entire experience with that organisation, and not just with the products. Thus everyone who has any contact directly or indirectly with the customer helps to shape that customer’s experience.”
With your staff playing such a key role in your customers’ experience of your brand, you need to be sure they’re getting it right. It goes without saying that all training materials should be concise, easy to understand, and branded to perfection. But internal marketing goes a lot further than that.
But internal marketing goes a lot further than that. According to the Corporate Leadership Council, engaged employees are 87% less likely to leave their jobs. That means it pays to keep your employees happy. Consider offering on-brand perks, training opportunities, and team building activities. Give them a positive experience of your brand, and they’re more likely to positively represent it to potential customers.
While we don’t doubt that you’ve got the bulk of your messaging spot on, there are always areas that get missed.
We recommend delving into the depths of your website and ensuring that every single page is in-line with your brand values. Here are few areas that could benefit from a spot check:
– Get in touch
– Work for us
– Our people
– Company news
Make sure that each page consistently represents your brand’s tone of voice and messaging. Remember what we said earlier: modern brands can use chatty and informal language, while traditional corporates should remain more formal. Leave no web page unturned!
Whatever the industry, every business needs to organise an event every now and again. Whether it’s a launch event or a networking breakfast, every event should have a clear purpose. Hosting an event can be expensive, so you have to be sure it’s worth your investment.
Once you’ve established a purpose and strategy, you should ensure that any event is ‘brand appropriate’. For example, a corporate organisation can’t get away with arranging a networking event focussed around beers and pizza. Likewise, it’s out of character (and price-range) for a startup to host a formal dinner.
For more tips and tricks, check out our brand event checklist.
Keep it integrated
Whatever comms channels your business uses to connect with its customers and prospects, be sure to keep language and branding consistent across them. When your consumers interact with your brand, you want them to be in no doubt of your authority and expertise.
For more news and insight from the Luminous PR team, keep up to date with us on Twitter.