This week marked the 10th anniversary of YouTube’s first video upload. The channel has historically dominated the video sharing market, but YouTube may no longer be able to have its cake and eat it, too. That is, since Facebook invited itself to the birthday party. Facebook is launching its own branded-video program, Anthology, and is already in talks with producers like Funny or Die and Vice. To made videos, Anthology users will collaborate with production companies, producers and Facebook’s own in-house agency, Creative Shop. Why? So they can gain access to Facebook’s powerful database and its mass of user information. Facebook wants to capitalize on its four billion daily video views and hopes that YouTube’s birthday wish does not come true.
As marketers, we have to prove the value in everything we do. Content downloads, email campaigns and online advertising are routinely evaluated to see how many new leads they bring in. With the array of different analytics tools online, measuring the effectiveness of marketing tactics is usually a simple, straightforward process.
But for PR activities, attribution is a bit more complicated.
Let’s say your company is featured in an article on Forbes, which includes a link to your website. You can figure out how many times the article was shared on social media and how much web traffic was directed to your site through that link. Although these are valuable metrics, they don’t tell the full story.
What if an executive from a company, we’ll call them NewClient, saw that article while browsing social media on her smartphone during her morning commute. She forwards the article to another NewClient employee and requests some information about your company. Later that day, a rep from NewClient picks up the phone and gives your sales team a call but doesn’t mention anything about the article. You have no way of tracing that new lead back to PR, even though it was the main driver for the company’s inquiry.
The good news is that we’ve come a long way in measuring the ROI of PR. From a time when we were only reporting impressions and advertisement value, we’re now able to provide a much more thorough overview of how are PR efforts affect sales.
Here are some of the ways we’re getting better at attributing real business results to PR initiatives:
When it comes to getting our clients into the news, sometimes we have to be prepared to pitch at a moment’s notice. It’s a little something we like to call “newsjacking.” Newsjacking leverages current trends and timely news to position our clients as experts in their given fields. At Walker Sands we strive for creativity as we position our clients in the headlines.
(Courtesy of Pardot.com)
To land dream placements for our clients, we first put ourselves in the shoes of the reporters who would be writing them—What do the reporters want to cover right now? What is interesting to them and will catch their eyes as we pitch them our client’s content?
Etsy, an online hub for handmade crafts and trinkets, officially went public on Thursday. Shares opened at $16 and closed at $30, valuing the company at about $3 billion and making Etsy one of the largest initial public offerings for a tech company this year. Despite its first-day success, many are wondering if Wall Street investors will continue to bet on such a “hipster” marketplace.
Social media remains a blind spot for many B2B marketers, despite the wealth of information available on the web and directly accessible on platform sites. Whether you find LinkedIn Help Center difficult to navigate or you only reference Facebook Help Center on an as needed basis, there are many resources available to help you succeed in social-media marketing.
Marketing on LinkedIn and Facebook is a great way to extend your reach to a target audience. From ad bidding systems to cost-per-click models and measuring performance, B2B brands that leverage social platforms can optimize their marketing efforts. Below are my personal research notes — a side by side comparison of LinkedIn ads versus Facebook for B2B marketers, and some tips for implementation. Spoiler alert: the two platforms are very similar.
Visit the Walker Sands website. We specialize in PR and marketing services for technology solution providers and B2B companies. Walker Sands Digital offers a wide array of digital marketing solutions and helps firms to get the most from their online presence.