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Monthly PR & Comms Round-Up

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Welcome to our monthly round up of the top stories in PR and content marketing that our agency teams have been paying attention to, plus some industry insights and top client coverage.

 

LinkedIn status updates get an overhaul

LinkedIn is testing a new ‘current status’ option that would update connections in real time. The current LinkedIn profile page works in part as a digital CV, the new real time update element could elevate the platform’s interaction for users. Read the original article in Social Media Today.

 

PR – the metrics that matter

Ever wondered how you could effectively measure your PR activity? Our blog outlines some key metrics to include in upcoming campaigns. Take a look at the blog, here.

 

Communicating during Covid-19

Many of us are still in a strange limbo, working from home or adjusting the way our business operates. The way we choose to communicate now will have a ripple effect for a long time to come. Read our practical insight piece, here (it’s free to download).

 

Thinking SEO? Think Digital PR.

 We loved this great advice piece about the need for digital PR, alongside SEO activity – published by the Drum team. Read the full article here

 

Read more: We’ve created communications packs for busy marketing teams, in response to challenge that Covid-19 has presented. Whether you need more hands on deck, or specialist support across PR, social media and content marketing, we can help. Click here for all options.

 

Spotlight on success: clients in the news this month

 

With some businesses turning to thermal cameras to help manage the reopening of their workplaces, Andy Schofield, Director of Technology at Reliance High-Tech, highlighted the misinformation, lack of understanding and sharp practices that have merged around this technology, reminding readers on LinkedIn that ‘there is no silver bullet!’

 

The launch of book, Tech for Life: Putting the Trust Back In Technology, took place recently. Co-author Jim Hagemann Snabe also joined a panel at the Tortoise AI Summit to discuss the role of AI in the return to business post-covid, and spoke about the need for leaders to be accountable for the responsible creation and use of technology. Fellow Tech for Life co-author, Lars Thinggaard, guested the Danish Techtopia podcast to discuss the book further.

 

A timely and balanced opinion piece from the Managing Director at Wilson James followed the protests that marked the death of George Floyd at the hands of a Minneapolis police officer, in which she appealed to the security industry to do more to support those from a BAME background.

 

A three-page feature by PAC & GDX in PSI Magazine explored how users of professional access control now expect a level of functionality in line with that of consumer tech – which is a challenge for manufacturers.

 

Get in touch with our team today to find out how PR and content marketing can enhance your business strategy. Email: hello@henley.co.uk

 

More like this: Monthly Round-Up

 

The Henley Group is a B2B PR and content agency, based in Henley-on-Thames, UK. We specialise in public relations, corporate communications, content marketing and social media for clients in the UK and overseas. Working on a consultative and strategic level, we advise, plan, produce and deliver engaging PR and content programmes for clients in a range of B2B sectors.

PR – the metrics that matter

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Words: Rachel Johnson

Communications professionals are under an increasing pressure to show the tangible results of public relations activity. When planning a PR campaign, or a schedule of work, building in measurement and evaluation is vital. Your reporting should demonstrate how PR activity supports objectives, as well as driving valuable business growth – delivering not just output, but outcomes, too.

The days of measuring PR campaigns by measuring column inches are long gone. We now have an array of tools at our disposal to aid measurement and evaluation, and that help to justify your budgets and emphasise the importance of agency partnerships.

Get in touch with our team today to find out how PR and content marketing can enhance your business strategy. Contact: hello@henley.co.uk

 

To help you get started, here are our six essential PR metrics that you should be tracking:

  1. Website Visitors

Website visitors should be top of your metrics list. We can break these down into:

Owned content – from areas of your website

Earned content – from outside sites where you post your original content or have been mentioned

Social content – from posts to your social media networks

These can show you the number of visitors as a result of earned coverage and link placement. These can also pinpoint what sites, social networks and channels are most effective for your brand, allowing you to focus your resources on what is proven to work.

 

  1. Overall Media Presence

This is the combination of share of voice and sentiment. This gives us a quick picture of where your business lies in its competitive landscape. Digging deep into this data can reveal what types of activity gain positive coverage. As a result, giving you successful strategies to emulate. A popular platform to monitor this is Talkwalker, a listening and analytics software used by more than 2000 companies worldwide.

 

  1. Bounce Rate

Once on your website, how long are visitors staying there? Bounce Rate measures not only the number of visitors, but how long they remain and whether they click through to view further content. This allows us to test out variations to the site, and see how the bounce rate is affected.

 

  1. Qualified Leads

These are prospective customers that are legitimate and may eventually make a purchase. Really, only a small amount of your email addresses will actually end up buying – knowing where these qualified leads are coming from can help you narrow down where key customers look for information.

 

  1. Sales Conversions

For an accurate measurement, you must track your customer from lead to sale. It’s important to track these customers and find out as much as you can about them. What was the piece of content or offer that turned them from a lead in to a buyer?

 

  1. Engagement

Social media can boost brand awareness and credibility. Social content can be liked, shared and responded to, and this tells us what people are really paying attention to. By analysing your top performing posts across channels, you can begin to tailor content for each channel, as well as identify ways to increase engagement (such as different types of content, best times to post, audience specific data).

 

If you need advice on how to best track your PR activity, Contact The Henley Group to get started.

Read more like this: 5 Top Tips for Social Media Success

 

 

 

 

 

Monthly PR and Comms Round-Up

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Welcome to our monthly round up of the top stories in PR and content marketing that our agency teams have been paying attention to (no guesses for the theme this month!)

 

The role of social media in crises

Hootsuite looks at how we adapt to more digital and social ways of being, during times of crisis. From maintaining human connections, to increasing digital business activity, and using the experience to plan for the future – how we use social and digital technology now could offer real insight into its benefits.

 

Remote working – top tips and tools

HubSpot comes to the rescue again with a wonderfully curated piece of content, presenting their top tools for keeping teams running, while grappling with the ups and downs of remote working (dodgy WiFi, anyone?)

 

News and coronavirus – when facts overtook fascination

The BBC is the UK’s most trusted source of news for coronavirus updates, reports Campaign. More than half of Brits are using BBC News that before COVID-19 impacted the UK. The survey by Havas Media Group will be conducted each fortnight to monitor changes in behaviour.

 

Purpose vs. Pandemic

How has the global pandemic sharpened your brand purpose? How has in changed business and marketing strategy focus in the short- and long-term? A great piece by Edelman.

 

Read more: our special edition Passnotes, Essential Communications in a Time of Crisis, is free to download here.

 

 

Spotlight on success – clients in the news this month:

We have been working hard to pivot PR activity to educate and inform external audiences, support customers, and demonstrating how brands are working in extraordinary circumstances.

 

CEO of Reliance High-Tech, Alistair Ensler, on how security is helping key workers remain safe and free to do their vital jobs: https://www.linkedin.com/feed/update/urn:li:activity:6652831663124463616/

 

Milestone Systems featured in ISJ magazine, showing customers how to maintain the security of their premises from afar, with remote support.

 

Mallinckrodt Pharmaceuticals continues to innovate, and has been cleared by Health Canada to start pilot trials with partner, Novoteris, in treatments for COVID-19 infections.

 

Wilson James’ involvement in the NHS Nightingale project has been widely reported across the industry. A series of temporary hospitals are being created at hubs across the UK to lessen the burden on NHS beds.

 

Get in touch with our team today to find out how PR and content marketing can enhance your business strategy. Email: hello@henley.co.uk

More like this: Comms in a Crisis – expert advice for short-term action

 

 The Henley Group is a B2B PR and content agency, based in Henley-on-Thames, UK. We specialise in public relations, corporate communications, content marketing and social media for clients in the UK and overseas. Working on a consultative and strategic level, we advise, plan, produce and deliver engaging PR and content programmes for clients in a range of B2B sectors.

Comms in a crisis – expert advice for short-term action

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The coronavirus pandemic is causing disruption unparalleled in modern times. In response, businesses need to ensure communication is impeccable – not only to provide the information that key audiences demand, but to protect their brand and support sales.

In a new world of social distancing, we can no longer rely on traditional communication methods. Now is the time to do more, and respond quickly.

If you’re unsure how to navigate this unfamiliar territory, then read our four top tips for crisis communication activity, in the short-term.

 

Our free download, Communications in a Crisis, also explores how to manage PR and marketing activity in the longer term. You can access it by clicking here.

 

Our top fours tips for short-term crisis communications:

  1. Confirm your target audiences: Ensure your CRM system is up to date and allows you to segment your audiences based on the messages they need to receive. Consider audiences beyond the usual recipients of marketing messages, to include communications relevant to those in finance and admin, for example, as well as key suppliers.
  2. Use email updates correctly: Your organisation will be working hard to minimise disruption to the manufacture, supply and servicing of the products, solutions and services you provide. Ensure customers know this, through regular but clear and concise emails.
  3. Treat your website as your central resource: Clearly, your website is key, but it has to be up to date. Place key communications and updates on the home page and ensure that any other information that customers will need isn’t hidden away.
  4. Increase your social media activity: Leverage the social media profiles of senior executives and customer-facing managers on LinkedIn to share updates. Monitor these channels and respond to those that engage.

If you are a marketing professional faced with planning the communications approach during the coronavirus crisis, then download the special edition of our Passnotes series. It provides a checklist of the communications activity that your company should be implementing to inform efficiently and effectively in a crisis.

Download our Passnotes here.

We have also packaged up a selection of PR and content services designed for fast-turnaround, short-notice communications that companies of all sizes can access.

Whether you need help with maintaining momentum around your brand during a time of crisis, or are experiencing crises of your own that require specialist resources, our packs offer a variety of options. Take a look at our PR and content response packs, by clicking here.

If you need help with your crisis communication planning, get in touch with the Henley Group team today. Call 01491 570 590 or email hello@henley.co.uk

Monthly round-up: B2B PR & content news

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Welcome to our monthly round up of the top stories in PR and content marketing that our teams have been paying attention to:

 

Coronavirus and corporate communications

With cases of coronavirus increasing in locations across the globe, how are major firms using corporate communications to respond to customer, employee and stakeholder fears?

LinkedIn launches a new ‘featured’ section in profiles

Highlight your top content – from LinkedIn, and beyond. A great addition for thought leaders, subject matter experts and networkers. This hasn’t fully rolled out yet, but expect to see it on your profile soon.

Content marketing has ‘to be its own thing’

An interesting explainer about the role and relevance of content marketing in an organisation’s marketing and communications strategy; approaching your owned content as a publication in its own right.

 

Spotlight on success – clients in the news this month:

 

Alistair Enser of Reliance High-Tech explains why the convergence of security and other building technologies offers considerable commercial, operational and environmental benefits.

Bill Hobbs, vice president at 3xLOGIC, explains how analytics-based BI tools are helping organisations improve their operations.

Wilson James features in this month’s edition of IN Security, announcing the launch of its new risk and threat management division.

 

Industry headlines this month:

 

Security:

The UK’s cybersecurity sector is now worth more than £8bn, Computer Weekly reports. The number of active security firms has shot up by 44% (to 1,200) in just three very busy years, contributing £3.7bn to the UK economy.

 

Tech:

Campaign magazine flags the increasing mistrust in tech, and discusses how it can be addressed. (If responsible technology is an interest, then take a look at Tech for Life’s news, views and opinions, and watch this space for details of the upcoming book.)

 

Recruitment:

When it comes to the Future of Work, Forbes says, ‘we can’t all become coders’. So what options are there for an evolving workforce? And how can recruitment firms prepare both their clients AND their candidates for the workplace of tomorrow?

 

Pharma:

Brook Masters argues in the Financial Times that ‘Medicine is at the point computer-driven financial trading was in the early 2000s’, raising a number of questions about the role of AI in medicine. While computer trading mistakes can be costly, for example, they can at least be reversed. How do you unwind a ‘position’ when a computer makes the wrong call on healthcare?

 

Get in touch with our team today to find out how PR and content marketing can enhance your business strategy. Email: hello@henley.co.uk

 

More like this: January 2020 round up

 

The Henley Group is a B2B PR and content agency, based in Henley-on-Thames, UK. We specialise in public relations, corporate communications, content marketing and social media for clients in the UK and overseas. Working on a consultative and strategic level, we advise, plan, produce and deliver engaging PR and content programmes for clients in a range of B2B sectors.

This month in: B2B PR and content

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Welcome to our monthly round up of the top stories in B2B PR, content and social media that our PR and content teams have been paying attention to:

 

Twitter removes its Audience Insights metric

Using platform-specific analytics is vital when tracking the success of your social media marketing, so why has Twitter dropped its audience insights metric, and what does that mean for B2B communication teams?

 

B2B marketing in 2020 – top predictions

What lies in store for the B2B marketing and communication industry in 2020? Striking a balance between brand building and lead generation efforts is vital, says contributor Tom Pepper.

 

Top tips for B2B social media success

Our own blog featured some top tips for B2B social media success this month – a quick checklist that should ensure your content is on the button, so your readers click the button.

 

 

Spotlight on success – clients in the news this month:

 

Tech for Life, the movement for the creation and use of responsible tech, was given a platform on the World Economic Forum’s Agenda blog, during Davos 2020. Co-author of the upcoming Tech for Life book and Siemens chairman, Jim Hagemann Snabe, wrote about the need to restore trust in technology.

 

Reliance High-Tech’s CEO, Alistair Ensler, shared his thoughts about facial recognition in the Financial Times – ‘Balancing safety with protecting our civil liberties’.

 

Wilson James’ strategic account director, George Foster, wrote a guest blog for Professional Security magazine about the changing face of personal protection, ‘The modern bodyguard’.

 

Milestone Systems’ EMEA leader of strategic business, Neil Killick, wrote about the importance of the cloud in Risk Xtra magazine, in his article ‘Seeing Clearly in the Cloud’.

 

Get in touch with our team today to find out how PR and content marketing can enhance your business strategy. Email: hello@henley.co.uk

 

The Henley Group is a B2B PR and content agency, based in Henley-on-Thames, UK. We specialise in public relations, corporate communications, content marketing and social media for clients in the UK and overseas. Working on a consultative and strategic level, we advise, plan, produce and deliver engaging PR and content programmes for clients in a range of B2B sectors.

5 top tips for B2B social media success

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Navigating the world of social media for B2B businesses can, frankly, be more than a little confusing. Social media platforms appear and disappear on a regular basis, making it tricky to identify which platforms are best for your business.

Not only that, but different social media platforms have different audiences, and different ways of communicating – whether through video or image-led content, short, snappy copy, or longer-form insight content.

If you can’t see the wood for the trees when it comes to social media, then take a look at our five top tips for your B2B business social media strategy.

 

1. Quality over quantity. Make it worth the read.

When mapping out your content programme, it’s essential that you align all content production with your company’s marketing and business objectives.

Ask yourself: why is this piece of content being produced, who is it for, and what will they take from reading/viewing it?

High-quality content that offers your audience industry insight, advice or practical guidance positions your brand and its spokespeople as an authority on a chosen topic or industry.

Note: high-quality doesn’t mean reams of text (especially as the average reader spends less than one minute reading your content) it could be a video campaign, backed up with short blogs and a piece of lead insight content, for example. Entice your readers to stay that bit longer with well-structured content (we’ll come that in a moment).

 

2. Structure, format and tone.

First things first – don’t underestimate the power of a punchy headline. Keep it short and clear so your audience understands what your blog, article or video is about, and entices them to read further.

Once they click the link and land on your content, it’s the quality and relevance that will keep them there.
Briefly outline the topic in a short introduction. The rest of the content should be sectioned using sub-headings. Include links to any research you cite, and link to any associated content you’ve published previously.

Readers also like data-driven content, so whether that is the result of desk-based research or a commissioned survey – using data strengthens your content.

 

3. Find platforms that work for you.

In the B2B world, some social media platforms are better than others. Typically, LinkedIn and Twitter lead the charge, but more B2B businesses are exploring platforms such as Facebook and Instagram, too.

Choosing your platform boils down to who you want to communicate with, and how you plan to communicate. If you want to share engaging CSR and employee stories, then Facebook, LinkedIn and Instagram could all work for you.

If your content is likely to be aimed at senior management, contain industry insights and technical information then consider LinkedIn and Twitter as your key platforms of choice.

 

4. Build an online community.

Building an online community that engages (likes, shares or comments) with your content by following people and organisations and joining groups.

Promote your company’s social media platforms online – on your website, in your email signature and via professional social media profiles.

Over time, your community will start to grow. Invest time in nurturing your online community – think little and often – by engaging with other people’s content, sharing relevant third party content, publishing high-quality owned content at a consistent volume, and exploring paid-for campaigns to get your brand in front of a niche or targeted demographic.

This takes time, but will result in a valuable pool of followers who could be your next big customer.

 

Download our Passnotes: Social Media for B2B Business

 

5. Engage your workforce.

Lastly, it’s vital to get your workforce on board and share company content far and wide. Sales teams in particular can benefit greatly from leveraging brand content to demonstrate expertise and knowledge in a specific area.

Guide your workforce on how to communicate on behalf of the brand, offer guidelines and practical tips on how to share company content on social media.

By creating brand ambassadors, your organic reach will significantly increase and your business will benefit as a result.

 

Need help with your B2B social media? Contact The Henley Group to get started.

 

The Henley Group is a B2B PR and content agency, based in Henley-on-Thames, UK. We specialise in public relations, corporate communications, content marketing and social media for clients in the UK and overseas. Working on a consultative and strategic level, we advise, plan, produce and deliver engaging PR and content programmes for clients in a range of B2B sectors.