Strategic Communications Group’s (Strategic) value proposition to clients is viable because of two defining trends:
1) The shift in influence from traditional sources of credibility (i.e. trade magazines, business press, analyst firms and industry conferences) to the conversations and dialogue that define social networks and online communities; and
2) The increasing priority technology buyers in the business-to-business and public sector markets have placed on education about a solution prior to contacting vendors.
Our clients have recognized that by stepping into the role of a quasi-industry publisher they are able to raise awareness and credibility, enhance organic search engine optimization (SEO), and support critical sales activities. These include lead generation, lead introduction, lead nurturing and deal capture.
Here are examples of campaigns we have in play:
Although Strategic does its share of content marketing in social channels, we also promote our expertise through traditional media. For instance, I serve as a columnist for the Washington Business Journal, Govwin, WashingtonExec and Social Media Today.
That’s ironic, right? We invest considerable resources to actively participate in the very industry whose decline created our business opportunity.
Actually, it is smart marketing. The basic premise of effective communications remains proven and prudent: craft messaging that focuses on customer value and deliver it through multiple channels using an integrated methodology.
I never advise a client to eliminate spend on traditional marketing, sales and promotional tactics. Rather, I encourage them to understand and embrace this new environment, and then allocate resources appropriately.
“Social media for sales enablement” should escape from the experimental budget category and reside on the list of high priorities. That is smart marketing too.