Brand Marketing

Brand Marketing tasks and responsibilities can include public, press, analyst, shareholder, and influencer relations; corporate communications; social media; advertising; events and sponsorships; and content marketing.

Branding relies on strategically communicating your brand’s voice and positioning. It’s the promise you make to customers, and it needs to infuse every stage in your company’s growth and your customer’s lifecycle. Marketing automation helps you get your messaging out and keep tabs on how the market, press, and analysts engage with your brand.

Try these tactics for using marketing automation to achieve your branding objectives:

– Influencer Relations: Score press, analysts, and bloggers so you can see who your most engaged and interested influencers are. Be aware of the pages they visit on your site, what they’re interested in, and the emails (pitches, press releases, events) they are engaging with. Use this intelligence to prioritize who you pitch and what your talk track is.

– Press Release Attribution & Corporate Communication: Create trackable URLs for press releases to tie PR activity back to the lead-to-revenue process. Look at multi-touch attribution and how press releases contribute to the sale.  Create and execute internal newsletters, emails, etc., and track employee engagement. Identify and nurture prospective employees.

– Brand Identity Management: Make sure your brand is consistent across all teams and all channels. Control the visuals ‒ including brand look and feel, logo usage, and header/footers ‒ with marketing automation. Create approved templates, then distribute them in your media library for other marketing and sales departments to use.

– Event Management: Events are a huge investment – make the most of them!  Know who to invite, and manage all communications, before and after, with more precision and less effort. Create an automated workflow (save the date, official invite, seats are limited, registration responder, and reminders) to make it easy, then re-use and refine the workflow for the next event.

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