Back for more about bitcoin and blockchain? Now that we’ve discussed their capabilities it’s time to consider whether the two innovations should be part of your company’s strategic messaging. From identifying an internal expert to narrowing your focus, the following three questions can shed light on whether bitcoin or blockchain are topics your company should speak to.
1. Do you have an expert?
The first step to position your business as a trusted resource on bitcoin and/or blockchain is finding the right thought leaders to help drive the effort. Reach out to executives who may be interested in authoring bylines or jumping in on conversations about bitcoin and blockchain. Those who possess an in-depth understanding of your business as well as familiarity with cryptocurrency may be the best candidates.
Remember though, just because someone is considered an expert on bitcoin doesn’t mean they have the same level of knowledge when it comes to blockchain. Divvy up thought leaders based on their grasp of the two technologies.
Having trouble drawing interest? Don’t forget to mention what’s in it for them. Not only will speaking about bitcoin and blockchain raise awareness of your company, but it may also help your thought leaders gain recognition within the industry.
2. What’s the angle?
Once you’ve identified thought leaders, narrow down your company’s messaging. While there’s plenty to talk about when it comes to bitcoin and blockchain, not all of it is important to your audience. Choose an angle that’s relevant to prospects, interesting to your customers and easy for thought leaders to knock out of the park.
Whether the focus is on how bitcoin or blockchain technology may impact your business or the broader industry as a whole, make sure to stay on top of new developments. There are a number of go-to resources for the latest cryptocurrency news and trends, including:
3. Are your thought leaders prepared?
Get the most out of interactions with the media by thoroughly training thought leaders ahead of their moment in the spotlight. Helpful resources such as Q&A documents or suggested talking points can go a long way toward ensuring your company’s messaging is understandable and consistent – no matter the thought leader.
If time permits, consider conducting a mock interview before the big day. Not only will it help calm any nerves, but it may also give you the chance to answer questions and simplify key messages.
Stay tuned for part three of our bitcoin and blockchain series!
The third quarter is a wrap, and as we prepare for sweater weather and pumpkin everything, we’re taking a minute to reflect on some of the great projects our team completed during summer 2017.
Directly from the creative minds behind it all, here are four projects and campaigns that knocked it out of the park.
CallRail – Funding Announcement
By Anna Shymanski, Account Executive
We love the opportunity to share good news for our clients, especially when we get to announce growth and expansion. When we got the urgent call that CallRail was set to announce a major round of Series A funding in the next few days, the marketing technology team was fully prepared to help them share the news. To give a little background on CallRail, they provide customers with easy to read reports that show where their marketing efforts are performing best.
After tapping into our media relations expertise and communication skills to work with the investment firm, we were able to go to the press with a great story. In the end, we secured feature placements for CallRail’s funding announcements in both The Wall Street Journal and VentureBeat. We also secured mentions in Fortune, MarTech Advisor and other VC outlets. CallRail’s CEO called the team’s efforts “heroic.” We’re proud of the coverage we secured for a client that we respect and enjoy working with, and even moreso the partnership we’ve continued to build with the team at CallRail.
The Future of Retail and Amazon Prime Newsjacking
By Erin Jordan, Account Director
On the retail technology team we pride ourselves on always being up-to-date with the latest trends and technologies, allowing us to better insert our clients into timely news and tell their stories.
One of our favorite internal projects we work on each year is the annual “Future of Retail” study. For the last four years, we’ve surveyed consumers on their buying behaviors to help our clients (and their clients) get ahead of and best prepare for changing shopping demands.
Our vast understanding of the marketplace has led to our launching of the study during some of the most timely retail tech updates in our recent history – and this year was no different. While Amazon was making major moves, our team jumped on the opportunity to use the 2017 report to dig deeper on trends like voice commerce, and leverage the findings to newsjack the summer 2017 Whole Foods acquisition and annually awaited Prime Day.
So far, the study has been pitched 16 times resulting in roughly 125 placements with highlights including Washington Post, Entrepreneur, The Street and more. And it doesn’t stop there. We’ve worked tirelessly to place an additional five clients in over 50 publications, all leveraging Amazon’s purchase of Whole Foods and Prime Day. Of those placements, we are especially proud to have our clients and company referenced as a resource in USA Today, PYMNTS, Marketing Land, Business Insider, CNET, Wall Street Journal and Forbes.
Given the report’s success the past four years, it was an all hands on deck effort from our design, marketing, digital and content teams. Having generated more than 4,000 downloads in the past three years, the data from the study complements the work we do for our clients, allows for long-leg pitching and has enabled us us to produce equally valuable mini reports such as the “Future of Retail 2017 Holiday Report”.
LiveStories’ Gender Pay Gap Report
By Rosie Gillam, Senior Account Executive
For the past year, one of our favorite accounts to work on has been LiveStories. What we love about this client is how they use public data to tell stories. The product, LiveStories, allows users to find, explore and present civic data all in a single web-based location. When the client came to us for help with a new campaign, I was thrilled to be working with them on another data-driven project.
LiveStories expressed that it needed our help driving awareness about the brand and its product in three major markets across the West Coast — Seattle, Los Angeles and San Francisco. The company was preparing to exhibit at state and local government conferences in these cities. We were charged with helping enhance the brand’s credibility before each of these events.
The campaign served to build awareness about LiveStories through a series of localized, data-driven reports about the gender pay gap. Our efforts helped LiveStories land coverage in major news outlets across Seattle, Los Angeles and San Francisco — All together we garnered over 60 placements including BuzzFeed, Entrepreneur, Bloomberg Law and more.
EXP.com – website launch
By Matt Brown, Senior Digital Marketing Director
As a member of the Walker Sands web team, I can confidently say that not a day goes by where we don’t work as a team. This rings true in the launch of our latest project, exp.com.
Several months ago, exp came to us with a challenge. As a large multinational civil engineering company headquartered in Canada, they needed a new website that befitted their global, modern, prestigious company. Unfortunately, their website at the time suffered from outdated designs, old messaging and capabilities, and poor performance in search results and on mobile.
Since then, our Walker Sands team of content strategists, SEO technicians, UX/UI designers, developers and project managers got to work and invested over 2,000 hours in this challenging endeavor over the past several months. And then finally in September, we were able to successfully launch the new exp.com featuring a compelling new responsive design, optimized messaging and user paths, multi-language capabilities and accessibility compliance for disabled visitors.
We are so proud of the work our team was able to accomplish this quarter. Their hard work in Q3 is telling of what will be accomplished in Q4. Keep an eye out for more highlights!
Newark element14 presented Walker Sands with the challenge to alter the stereotype of their largest customer base, engineers. Engineers are a diverse set of professionals, and to gather more information we surveyed the dynamic experts. Data collection allowed us to better understand the challenges that affect their day-to-day work and develop a campaign that would resonate with the community.
Through the launch of original stories, customer profiles, video interviews and insight reports about issues modern engineers care about, we launched the #ImAnEngineer campaign to engage engineers everywhere and foster conversations on social media and beyond.
The #ImAnEngineer campaign was a success, outperforming expectations and igniting real world conversations. Most importantly, the campaign was able to tell and share the unique stories of engineering professionals.
Watch the #ImAnEngineer Case Study video to learn more about the execution and success of the campaign:
A strong web presence and brand awareness on the right platforms can be make or break for companies in a digital age. Walker Sands Digital offers demand generation services that drive awareness and impressive results for B2B technology and professional service companies.
Check out the Demand Generation at Walker Sands Video, to hear our VP of Digital Marketing John Fairley, and Senior Digital Account Executive Katie Donabedian, explain how our paid, social, SEO and content teams collaborate to create thoughtful SEO programs. Watch the video to learn how the team utilizes relationships formed with clients and B2B lead generation tactics to drive quality leads:
Adopting a good SEO program is half the challenge of generating quality leads. In conjunction with personalized programs, we create websites that align with our clients’ business goals. Through the strategic integration of cognitive UX, visual communication and content, our teams work creatively to deliver a user experience that is intuitive and optimized for conversions.
In the Websites at Walker Sands video, our Senior Director of Digital Marketing Matt Brown, and Design Lead Jillian Kent, discuss how we work together with open client communication to bring web projects to life.
Today’s digital landscape demands an effective digital lead generation program coupled with a compelling website. Talk to us about your business goals and learn how Walker Sands Digital can work with you to reach your B2B business goals.
At Walker Sands, our public relations efforts go beyond writing pitches and earning placements. Programs include researching and executing strategies that are tailored to resonate with target audiences.
Likewise, our teams are experts in a multitude of B2B technology industries and have the knowledge to create messaging and creative initiatives that align with our clients’ business goals. PR teams do so by cultivating relationships with journalists and clients to secure top-tier placements and generate measurable awareness.
In the Public Relations at Walker Sands video, Account Director, Allison Ward, and Senior Media Relations Specialist, Kyle Rall, share their tactics to staying two steps ahead of the curve in their respective industries. Watch the video to learn more on how teams support our clients and each other:
In addition to media relations and strategic PR programs, we create solutions for clients through integrated campaigns. Our public relations, demand generation and content development teams work harmoniously to create high visibility campaigns with a focus on engaging digital storytelling.
Watch the Integrated Campaigns at Walker Sands video to hear from Senior Content Strategist, Matilda Schieren, and Senior Designer, Ann Hagner, on how tackling the challenges of integrated campaigns is rewarding and discover highlights from their favorite projects here:
Strategic public relations and integrated, creative campaigns are needed to stand out in today’s crowded market place. Get in touch to learn how the Walker Sands’ approach can work for your B2B tech company.