Posts by Laura Elizabeth Saunders

Four Considerations When Revisiting Your Public Relations Strategy

A public relations strategy is like the stretch of I-95 between Richmond and Washington, D.C. No, really, stay with me on this one. It’s never really finished. It’s a work in progress. You’ll always work from Point A to Point B, but occasionally, you’ll take some detours, try new things, evaluate what works and what doesn’t and apply your learnings the next time you travel. A public relations strategy is similar in that you often know your starting point and ending point. And while you have in your mind what you need to do to get there, sometimes you have …

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How much should you be blogging?

Call it the great blogging debate. Should you post short, topical posts at a high frequency like multiple times a day? Or is it better to post in-depth posts with only the most highly-targeted information less frequently? The answer lies somewhere in between. What you want are quality blog posts in a quantity that drives traffic to your website, converts that traffic into leads, establishes your brand as an authority and drives long-term results. Blog frequently. Frequent blogging really does drive traffic. It also improves SEO and fosters a connection with your target audiences. HubSpot and Moz ran concurrent experiments to determine the …

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Marketing KPIs for earned, owned and paid

Performance data for specific channels will help you gauge how engaged your audience is, based on the type of action they’re taking. However, tracking, analyzing and reporting marketing campaign success can be tricky. There’s a wealth of data you can pull from your website, blog and social channels. So instead of leaving your team to guess which metrics are important, use these KPIs as a guide for earned, owned and paid content. Paid social media metrics Social advertising platforms have become increasingly informative. Marketers can be as general or specific as they choose targeting audiences on most social platforms. To …

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5 Tips for Creating Buyer Personas

Yes, understanding your business (think: value proposition, mission statement) is important. But I’d argue that truly understanding your customers is even more crucial. If you don’t know your target customers, how can you successfully market and sell your products and services? Creating buyer personas, a semi-fictional representation of your ideal customer, is one of the best ways to generate leads and ultimately close sales. There are dozens of questions you could ask yourself, your team and your customers to help develop buyer personas. To keep from getting bogged down in too many details, here are five of my favorite strategies …

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CSR 101: Corporate Social Responsibility

Forbes recently announced the companies with the best Corporate Social Responsibility (CSR) reputations, and Lego earned the No. 1 spot on the roster. How did they get there? According to the study compiled by the Reputation Institute, Lego behaves ethically, conducts business fairly, operates transparently, protects the environment and supports worthy causes. What is Corporate Social Responsibility (CSR)? There are seemingly infinite definitions for CSR. Here are a couple: CSR promotes a vision of business accountability to a wide range of stakeholders, besides shareholders and investors. Key areas of concern are environmental protection and the wellbeing of employees, the community …

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Inbound marketing: Clicks vs. leads

There’s a significant difference between clicks to your website and true inbound lead generation. While it may be tempting to report those larger web traffic numbers as “leads,” the reality is that you can’t be certain that those folks are actually prospective customers. Website traffic is important Don’t get me wrong, traffic to your site is important. After all, it’s the first step in generating customers though online marketing efforts. But if your end goal is lead generation, it’s essential to consider clicks and leads as two separate entities when reporting marketing campaign successes. Clicks vs. leads A click is …

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5 signs you need a marketing audit

Clients come to us for a variety of reasons – from wanting press coverage for a new product to helping generate new business leads. Sometimes they know which tactics would move the needle, but more often, it’s not so clear. That’s where a marketing audit comes in. A marketing audit is a comprehensive review of an organization’s materials, messaging, audiences and competitors using internal, external and third-party research. The result: a deep understanding of key buyer personas and recommendations for a strategic path toward achieving clear marketing and communications goals. 5 signs it’s time for a marketing audit An audit …

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Lead scoring 201: Using data to improve marketing ROI

Lead scoring assigns points to a person based on their likelihood to buy your product or service. Our last blog post on lead scoring – Lead scoring 101: Lead scoring & why it’s important– also explains how lead scoring can be used to align marketing and sales, save valuable resources and increase sales close rates. Now, let’s get into the science of lead scoring: the data that indicates a lead is likely – or unlikely – to buy and how to get started developing a lead scoring system for your business. Types of data that determine a lead’s score Lead …

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Lead scoring 101: Lead scoring & why it’s important

Driving sales. It’s the No. 1 goal of any inbound marketing plan. But it takes more than big budgets, lots of time, great writers or even sheer luck to deliver quality prospects to your sales team. In fact, 80 percent of marketers report their lead-generation efforts are only slightly or somewhat effective (BrightTALK, 2015). To deliver quality prospects, you must define what a “quality, qualified lead” is. And that begins with understanding and developing a lead scoring system. What is a lead? Let’s start with what a lead is not. A lead is not some unknown person that wandered onto …

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Marketing checklist: 3 quick tips to kick off 2017

The holidays are quickly approaching, bringing a fresh start in the New Year. But before you check out of the office, why not take this opportunity to take stock of your marketing efforts in 2016. These three exercises will help you come back in January with a fresh perspective and poised for success in 2017. Look way back. Take a look at what you set out to do last January. What were your goals and did you achieve them? If you set SMART goals (Specific, Measurable, Attainable, Relevant, Timely), the answer to whether or not you achieved them should be …

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