Category: Communications Strategy

We’re excited to share that our eBook, the Retail Tech PR Handbook, is out now! The handbook dives into several aspects of what makes a PR campaign successful, and a key component is measurement.

Since measuring the success of your communications plans is as important as the plan itself, we’ve included highlights from the chapter below. To read the full eBook, download it here.

How to measure your communications strategy

As a marketer, you know firsthand the challenge of demonstrating communications success to executive leadership. It’s essential to put tangible numbers behind your work.

And, if you’re effective and proving PR’s value, you are more likely to ensure that communications secures its place in your company’s overall marketing strategy. Unfortunately, only 20% of PR professionals are involved in marketing planning.

To ensure that you receive your deserved seat at the table, let’s review two best practices for communications reporting.

1. Monthly media measurement

The most common method for measuring a PR strategy’s success is through media measurement tools, such as Cision or Meltwater.

Each tool has pros and cons, but overall they help you track your company’s mentions over time, while also identifying pickup reach, readership, social impact, keywords and more.

In addition to helping you understand the value of your media mentions, these platforms identify your share of voice in comparison to key competitors. We recommend tracking four to five competitors, which allows you to clearly identify how you stack up in your industry and receive inspiration from competitor campaigns.

By completing monthly media measurement, you’ll be able to evaluate campaign success and keep track of your progress towards your PR objectives.

2. Quarterly Key Performance Indicators (KPI) reporting

KPIs provide a fantastic way to track towards your overall company goals. We recommend identifying your KPIs when you develop your strategy, and then tracking them on a quarterly basis.

Setting quarterly goals, instead of monthly, allows you to account for the peaks and valleys of each month. PR has its ups and downs, with some months having more news than others. A quarterly goal averages out these discrepancies.

When you kick off your measurement strategy, you’ll want to establish KPIs through an audit, which provides a baseline report to identify ideal yet realistic goals.

Some examples of quarterly KPIs include:

• Overall number of mentions
• Number of byline articles published
• Number of press release pickups
• Number of data-focused mentions
• Competitive SOV

There’s no right or wrong number of KPIs to track, but for reference, a Muckrack survey found that the average PR pro tracked five metrics in 2021.

How to create a results-driven PR strategy

The old adage that communications professionals “aren’t good at math” is not a good reason to get PR measurement wrong, or skip it altogether.

When done right, measuring PR ensures you’re able to keep your unique story in the forefront of the news, while tracking against overall marketing objectives, such as lead generation. And it also helps ensure that PR gets the respect it deserves from your company’s executive team.

To learn more about crafting a top-notch communications strategy, be sure to read the Retail Tech PR Handbook. Download here!

It’s been a long, hot summer—and an uncertain one for marketers who are grappling with the impact of an inflationary economy and fears of a possible recession.

Companies are scrutinizing marketing budgets more closely, and CMOs are increasingly being asked to justify their spend. Faced with conflicting data, disappointing earnings report and negative economic news, marketers may have tough decisions figuring out how to allocate their budgets.

That’s when PR becomes even more important than usual, because it’s one of the most cost-effective, credible ways to reach your audience and support your marketing funnel. As one PR agency owner wrote in Forbes:

“Through any time of crisis, there is one critical part of any business strategy that should never be forgotten: public relations.

“Why public relations? Because when so many others aren’t surviving the storm, it lets the public know that you are still standing, communicating and being active, and that you will still be there when things get better. PR is one of the most budget-conscious, effective and resourceful ways to keep your name out there during a recession. The third-party endorsement that PR creates is a voice that carries through and resonates with audiences long after the depression has passed.”

Keep in mind that this was written during the height of COVID-19. Anything we face in the coming month­­s—and economists are deeply divided about the prospects and severity of a recession—will pale in comparison to what we all survived in 2020.

PR helps fill your sale funnel, regardless of the economy

Companies will soon begin their 2023 marketing planning, and PR should continue to be top of mind for a full-funnel sales and marketing program.

“PR has always been thought of as a ‘top of funnel’ contributor,” according to Cision, “but this association does not fully encapsulate the impact PR has throughout the buyer’s journey in today’s digitally-driven landscape.”

That’s because earned media can be used in so many ways in the sales funnel. Content from earned media can be amplified through social media, shared in nurturing campaigns, and used throughout the sales cycle. PR can also help gain the attention of retail industry analysts and other important influencers in the retail ecosystem.

Ketner Group’s focus on retail technology has helped our clients realize the potential of each of these elements of a well-rounded PR program. Time and again, we’ve seen the power of PR to help our clients gain recognition as thought leaders, increase engagement with prospects and help drive leads.

That became critically important during COVID, when much of retail was particularly hard hit. Our team moved quickly and worked closely with our clients to devise new strategies to reach retailers. We saw an increased emphasis on content and a renewed appreciation for earned media and the credibility it carries.

Our best advice for retail technology marketers: Always give PR a seat at the table

Our retail technology clients realize that PR should always be considered a key part of the marketing mix, no matter the situation. New technology solutions have fueled much of the retail resurgence since 2020, and our clients reaped big rewards by continuing to invest in PR and marketing.

What should be your strategy for PR and marketing in the coming months? Simply this: Continue to give PR a seat at the executive table. PR is at its best when used as part of an overall company strategy, not just an afterthought.

Despite concerns about a potential recession, the outlook for retail remains healthy. After all, consumer spending is steady, inflation is trending down and consumer sentiment is rising.

This is all good news for technology companies. Retailers will continue to seek new solutions to improve profitability, increase consumer engagement, implement new fulfillment models and better manage their supply chains; and that’s just the beginning. A retail analyst friend of mine expects retail technology spending overall to increase next year.

If you’re a retail technology company, you can’t afford to miss out. Ketner Group has specialized in retail technology PR for more than 20 years, and we know retail like no other PR agency.

Looking for a PR partner that knows your business? We’d love to hear from you. Get in touch today to find out how we can help you reach retailers and support your marketing goals.

90 million Americans regularly consume podcasts. And B2B podcasts are an increasingly key part of that.

Listeners tend to be educated, affluent and loyal – the exact audience most B2B brands want to reach.

That’s why we were fascinated to talk with Clark Buckner, co-founder and partner of podcast consulting agency Relationary Marketing, for our July 2020 KG Connects webinar. He gave us the scoop on why B2B podcasting works so well and shed light on his five-step process for how to develop a great B2B webinar.

Does B2B podcasting work?

Yes, B2B podcasting works well for three reasons:

1. Podcasts are intimate – When you listen to a podcast, it’s a real human speaking directly to you about something they’re passionate about and you’re interested in. It establishes a sense of shared experience that supports the idea of an established relationship.
2. Podcasts are accessible – In the car, at work and especially streaming from smartphone on any number of apps, podcasts are a versatile medium for sharing and consuming high-quality content.
3. Podcasts are passively consumed – While listenership has taken a small hit during pandemic as fewer people commuted, they’re still popular to consume while doing other things like going for walks, doing a workout or cooking dinner. Really, any time away from a screen provides both a captive and passive audience for podcasts.  

How do I start a B2B podcast?

Clark uses a tried-and-true formula when helping his clients launch a great B2B podcast:

1. Content design
2. Invite/preparation
3. Recording
4. Production
5. Publishing

When viewed in a list, it’s easy to assume that each stage should be given equal consideration.

That’s not a wise approach.

Brands considering a podcast have intrinsic challenges. It’s labor intensive and rare to have all the right technology and skills internally to produce a great podcast.

Luckily the barrier to entry to podcasting has gone down as the space has matured (thanks largely to the wild success of the Serial podcast, recently acquired by The New York Times).

It’s now easier and more affordable for agencies and brands to work with a company like Relationary than to do it alone. But first, they need to master step one – content design.

What’s the first step of launching a B2B podcast?

The first step of launching a B2B podcast is content design. A lot of companies get caught up worrying about technology or guests or who will host it… all undoubtedly important questions, but not the first thing to worry about.

Clark recommends focusing exclusively on five elements of content design before stressing the small stuff.

1. Goals – What does success look like for your podcast? Be specific about one or two goals that a podcast can uniquely achieve for you. Brand awareness, lead generation or helping existing customers get the most out of your platform are all good options. Given that you’d need 10,000 regular listeners to even consider selling ads, B2B podcasting is about relationships. Sell the mission and a belief in your team and company as trustworthy and capable partners.
2. Target audience – Most B2B companies have highly targeted audiences. Will everyone in your consumer base pay attention to or be motivated by a podcast? Will prospects at different stages of the funnel be more interested that others? Once you know what the goal of the podcast is, you can define the audience and figure out what matters to them most.
3. Episode structure – Will you do one-on-one interviews between a company employee and a guest? Will you have an independent podcaster lead these conversations instead? Or do you plan to only interview internal experts? You could also develop a narrative structure and tell stories of great case studies or have people you’ve helped record themselves telling a story. Options are limitless, but pick one that will work for you and stick with it.
4. Episode frequency and length – How many interesting conversations can you really lead? How much time will you dedicate to the podcast and how much time do you expect your audience to give? Think of podcasts like a TV show, with seasons. Figure out each season’s episodes ahead of time and stick with a standard cadence and episode length. You can always change it up for season two.
5. Title/marketing – Like any form of branded content, podcasts need to be promoted to attract attention. Figure out how you’ll recruit listeners and what kind of resources are available to bring in new listeners. Podcasts are far easier to produce than ever before, but without additional promotional effort on top of it, you’ll be sitting on great content with no listeners.

How do you go from plan to production?

With this foundation, it’s relatively easy to go through the rest of the steps as long as you have access to the right network, skillsets and technology.

Step 2: Prep

Figure out who you’re going to have on your podcast and how you’ll prep them to lead a conversation that serves your company’s goals. It’s great when your guests are the kind of experts who can talk at length about a number of interesting ideas. It’s your job to let them know what you need from them, and have a plan for keeping them on track.

Step 3: Record

Unsurprisingly, the environment you record in matters. Surprisingly, the tech doesn’t matter that much. It’s far more important to have a great environment. It’s better to use basic headphones that come with a phone and be in a quiet, confined space than use an expensive mic in an open space such as a kitchen.

Case in point: Clark usually has an office to record in, but working from home during the pandemic, he uses his closet.

Step 4: Produce (i.e. edit)

You’ll never get commercial grade quality from the raw footage you record. To polish the final product, work with a partner or invest in technology that offers sound editing and also content editing.

Don’t over-edit. You want it to sound human. Breathing sounds may feel awkward at first, but it’s elements like this that give podcasting it’s personal touch and relationship power.

Step 5: Publish

At this stage, most brands will send the final product off to their marketing team, creative directors or communications agency to help promote the material and drum up interest.

Like we said before, if people don’t know the content exists, they can’t listen and become loyal brand fans and customers.

Let’s talk about podcasts

If you’re interested in launching a B2B podcast or getting more visibility for one you already produce, we’d love to help you do it. Check out Clark’s full presentation or shoot us an email to set up a free 30-minute consultation.

2020 PR planning was derailed for many companies far too early this year. The global pandemic forced companies to scrap carefully laid business and marketing plans and adjust at lightning speed to constantly changing conditions. We’re now at the mid-point of 2020, and the question is: what comes next for marketers?

Despite the ravages of the coronavirus, we’re seeing some signs of optimism among our clients. They are focused on the future and have moved quickly to pivot their products and services to meet the uncertainties of the post-pandemic world. Companies are rethinking business models, looking for new opportunities to help their customers succeed, and aligning their marketing and PR plans accordingly.

So, how can you take your bearings and set a new marketing course for the remainder of the year?

Here are some initiatives that are a must for every company and marketer.

Re-examine your brand proposition.

COVID-19 put a pause on business as usual, but many companies are using this time to re-examine their brand proposition and the value they bring to their customers. Companies are asking if their value proposition in the pre-pandemic world still makes sense as we face the uncertainties of a “new normal” that is still taking shape.

For the B2B technology companies we work with, the challenges their customers face are sharply different now. How can their solutions help companies in a world that’s constantly shifting, and how should their messaging change to reflect that?

Forward-looking companies are taking time to re-examine their 2020 PR planning.

This process includes:

• Re-evaluating messaging across channels – making sure that their messaging around products and services remains relevant;
• Conducting research that helps them understand trend changes;
• Rolling out new messages through PR initiatives, website relaunches, social media and owned content.

Innovate fearlessly.

If there was ever a time to roll out new strategies, this is it.

Some changes will be born out of necessity—the overnight rise of virtual conferences and trade shows, for example. There is also increased emphasis on content marketing, social media and earned media.

We’ve quickly made changes here at Ketner Group, too.

When business-as-usual ground to a halt in March, we launched a new webinar series, “KG Connects”. In doing so, we built a new avenue to help clients, partners and other companies explore fresh marketing ideas. It also helped us reach new audiences and showcase our expertise.

At the same time, we started monthly office hours for clients only. The private setting promotes candid conversation about their unique PR and marketing challenges. We’ve used this time to build closer relationships with our clients, and they’ve reacted positively.

Focus on the fundamentals.

Innovation is critical, but don’t lose sight of the fundamental PR and marketing activities that are important to your brand.

This is not the time to go dark on press announcements and corporate communications. These initiatives are essential for securing the media coverage you need to get the attention of customers, prospects and investors.

Are you announcing a major new product or making another significant company announcement in the second half of 2020? Be sure to check out Adrienne Newcomb’s recent blog on the necessary steps for a great product or business launch.

Reallocate your unspent marketing budget.

Remember all that budget you had earmarked for events later this year? If at all possible, use it—don’t lose it.

The cancellation of SXSW early this year was just the first of a wave of event cancellations in 2020. Many events planned for early 2021 will likely be rescheduled, too. You can reallocate that budget into marketing initiatives that will keep up your visibility. We’re actively working with our clients to help them do that, and we’d be glad to offer our strategic advice.

The key thing to keep in mind for marketing now is simple: don’t stop.

Your customers and prospects are looking to you to provide expert guidance in turbulent times. So, it’s critical to communicate with them through carefully planned and executed campaigns. Take this opportunity to re-examine your brand, innovate with new ideas and keep up your PR presence.

These are the kinds of challenges that can bring out the best in our companies and marketing efforts. With these initiatives, your updated 2020 PR planning will help you showcase that.