In Israel's high-tech world, communications are often led by marketing teams and in many cases are considered essential.
Big mistake
To achieve maximum brand impact and increase organic sales, communication usually requires a dedicated team along with marketing growth. For reference, here's how Lemon and my current company, Fee Travel Insurance, work. And guess what? Succeed.
So what does the Director of Communications do?
It's simple: we take your brand from ground zero to zero in a few key ways. If I had to narrow it down, here are the top 5 things to do to ensure your brand is on their target audience's radar, especially if you are a newbie.
- Create a complete business story including: your unique selling proposition, why you are different from the competition, what makes you great, and more.
- Secure media placements, conferences and awards for your corporate and corporate executives. No, that doesn't mean writing posts or paying for ads.
- Identify data points that your company can share with you externally to position you as a thought leader
- Copy and replication of websites, blogs and social strategies, email marketing campaigns, paid advertising and more.
- Design work to make all copies come alive visually
Wherever your brand and customers are seen and heard, there is professional communication behind them. remember
And how to measure the impact of communication?
This is the question that communication professionals fear the most. In the world of effective marketing rules and tracking of most marketing initiatives, there is one question you will not like the answer to: There is no one-size-fits-all strategy that can be used to fully and accurately measure the success of your communications efforts. . .
You never know how many eyes a story will get. No, reporters won't share it with you.
Customers never know if they saw you speak at an event, and that's why they buy your product. And no one can really measure the difference a 4,9/5 star TrustPilot sticker on your homepage can make to a visitor clicking Buy Now.
But brand power and brand equity can also be measured in other ways. For example, have you ever been kicked out of an event by a competitor? Did journalists contact you directly for comment? Are you increasing your direct sales every month?
You see, good marketing cannot exist without good communication that focuses on positioning and not always selling.
But seriously, what is the difference between communication and marketing?
fair question
Someone you have as communications director (if not, it's about time my friend) must prepare, review, and approve all external reports issued on behalf of your company. This includes website copy, social media posts, investor promotions, speaking engagements, email marketing copy, executive press releases, and yes, paid advertising on Facebook, Instagram, TikTok, and even your influencer program. It's just eating up your employees' paychecks - you'll appreciate their time, quality writing skills, and strategic thinking.
Your growth marketing team should implement strategies for paid campaigns and partnerships, PPC campaign activation, Google search campaigns, referral programs, paid partnerships, affiliate programs, etc. These user acquisition teams (usually along with sales or business development teams) eat up more of your budget than your communications team because all of these initiatives are more expensive. Product copy provided by the communications team should support this initiative.
I want to hire someone for communication. What should I look for?
A good communicator has to be a good writer, keep up with current trends, think 10 steps ahead of what's coming (holidays, elections, etc.) and be able to speak for your organization. This person is your team's biggest cheerleader, one of your spokespersons, and your main spokesperson for promoting your business. Your supporters know what's coming for you, they're your geniuses, who call you at 2:00 am: customer issues, product bugs, or layoffs.
Written by Lauren Gumport, Fay's VP of Brands and Communications
