How to Comprehensively Manage Your Communications Strategy

How to Comprehensively Manage Your Communications Strategy

Meet Your Presenter

• Shannah Hayley, FSMPS, CPSM

• SMPS Dallas Newsletter Editor

• SMPS National Past Certification Chair

• Director of Communications & Marketing

Manager | The Beck Group

• Masters in Communications

Enough About Me!

How many participants in today’s webinar currently have a strategic communications plan?

The Key Takeaway

You already have the content that you

need to be successful. This webinar

will give you the tools to build a

strategy that works for your firm.

Learning Objectives 1. Connect strategy development and execution using strategic

communication.

2. Identify the essential components of a strategic communications plan.

3. Understand the time and personnel commitments required.

4. Learn methods for generating and repurposing content.

Poll : Strategy and Communications

Potential B2B customers have gone through what percentage of the buying cycle before they engage with the traditional “sales” team?

A. 50%

B. 60%

C. 70%

D. 80%

Source: Corporate Executive Board: The Most Important Number in B2B Marketing, August 31, 2011.

Learning Objectives 1. Connect strategy development and execution using strategic

communication.

2. Identify the essential components of a strategic communications plan.

3. Understand the time and personnel commitments required.

4. Learn methods for generating and repurposing content.

What Is Strategic Communication? All content produced by your firm.

Strategic Communication

• Bylined Articles • White Papers • Presentations • Direct mail (print & e-marketing) • Newsletter • News releases • Website • Social Media

Step One Determine what the business goals are for the communications activities.

Step One: Determine Business Goals

• What’s the ROI for your firm? – Employee Engagement

– Reputation

– Customer Satisfaction

– Sales

• Why are we doing this?

Step Two Determine the measurable communication goals.

Step Two: Measurable Communication Goals

• Who are you trying to reach? • What do you want them to know? • What do you want them to do? • What results are you anticipating?

Step Three Determine your core messages.

Step Three: Core Messages

• Strategic message framework • Messages by service • Messages by market type • Messages by location

Let’s take a break!

Any questions?

Poll: Content Marketing Resources

When professional service firms were asked to rate the key factor in marketing effectiveness, what ranking did they assign to intellectual capital?

A. Most important

B. Moderately important

C. Somewhat important

D. Not at all important

Source: The Bloom Group: Attaining Thought Leadership, September 2006

Learning Objectives 1. Connect strategy development and execution using strategic

communication.

2. Identify the essential components of a strategic communications plan.

3. Understand the time and personnel commitments required.

4. Learn methods for generating and repurposing content.

The Big Question Why Are We Doing This?

Why Are We Doing This?

Let this question and its answers drive what channels and tools you use and what you do.

Step One Which media sources and instruments should we use?

Step One: Media Sources and Channels

• What are we using? • What should we consider?

– Print – Online – Social Media – TV / Radio

• Remember THE question!

Step Two Develop Relevant Content

Step Two: Develop Relevant Content

• Message based • Goal focused • (We’ll talk about how later!)

Step Three Get organized.

Step Three: Organization

• Content plan & calendar – Actions, activities & initiatives

– Channels – Resources required – Timing – Ownership

Step Four Measure, measure, measure.

Step Four: Measurement

• Connect the dots – Use your goals as your baseline

• Four metrics – Awareness – Engagement – Impact – Business Value

Poll: The Value of Communication

On average in 2012, B2B marketers spent what percentage of their marketing budgets on content marketing?

A. 11%

B. 22%

C. 33%

D. 43%

Source: Content Marketing Institute and MarketingProfs: B2B Content Marketing: 2013 Benchmarks, Budgets and Trends – North America. 2012.

Learning Objectives 1. Connect strategy development and execution using strategic

communication.

2. Identify the essential components of a strategic communications plan.

3. Understand the time and personnel commitments required.

4. Learn methods for generating and repurposing content.

What It Will Take Count the cost before you get started.

What It Will Take

• What are our internal resources? • What is our budget? • Can we be consistent? • Is firm leadership on board? • Will we measure for true ROI? • Are we willing to stick with it for the long-haul?

Poll: Content Marketing Trends

What percentage of B2B marketers plan to increase content production in the next 12 months?

A. 22%

B. 42%

C. 62%

D. 82%

Source: Content Marketing Institute and MarketingProfs: B2B Content Marketing: 2013 Benchmarks, Budgets and Trends – North America. 2012.

Learning Objectives 1. Connect strategy development and execution using strategic

communication.

2. Identify the essential components of a strategic communications plan.

3. Understand the time and personnel commitments required.

4. Learn methods for generating and repurposing content.

Generating and Repurposing Content A communications strategy doesn’t mean you have to create everything.

Generating and Repurposing Content

• Be customer-centric. • Be real and passionate about your business. • Identify your clients’ hot topics.

Generating and Repurposing Content

• Evaluate, organize and repurpose existing content. • Consider hiring outside help. • Rely on content management calendar. • Frequency matters. But quality matters more.

Your Turn!

Any questions?

Thank you! And remember…

You already have the content that

you need to be successful.

Now you have the tools to build a

strategy that works for your firm.