This is because it is the marketing department who usually have the role of lead generation and ultimately sales. Streamlining this process ends up taking priority to maintaining a successful business and often other functions remain in marketing's shadow.
During our discussions it became clear that what we do externally needs to be mirrored internally. By interrogating these software solutions it's easy to see how they can be utilised for more than just marketing. Advanced features such as A/B testing, smart sending and personalisation can definitely add value to any organisation's internal communications. We all have the same strict targets so the more we can use our resources to prove the worth of our efforts, testing, learning and refining, the better. Gone are the days that a mere read receipt was seen as a win on an all staff email!
PR consultants are also good at telling a story and engaging customers and prospects without any hard sell, something some marketers can struggle with since traditionally their role is to promote a product and drive sales. Content marketing is a prime example of where this approach doesn’t work, instead content (blog posts, social media updates etc.) need to build trust, engage audiences, and raise brand awareness. Marketers can support PRs by helping them create content that also includes, subtly, some of the tools and tactics they use to get audiences to take the next step.
This action is important because it can drive media coverage and help clients with conversions, web traffic and increased sales leads. Ultimately it also helps to build a measurable public relations and growth marketing program which usually creates a major return on investment.
While there are specific activities that are easy to define as either a marketing job or a PR task, there’s a large pool of shared roles that can be even more efficient when marketing and PR collaborate. I'm very excited to be working in a department which has recognised the importance of shared goals to encourage collaboration.
Whether, it be marketing, PR or internal communications the customer doesn’t care who within a company is talking to them. They just want engaging content that speaks personally to them and adds value.
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