Turn Share of Voice Growth Into a Strategic Weapon
PR leaders that build brand Share of Voice across paid, earned, and owned media that exceeds actual market share will enable market share growth vs. key competitors.
RETIRED CONTENT
Please note that the content on this page is retired. This content is not maintained and may contain information or links that are out of date.Without a strong company brand, Sales has a difficult time winning deals because the company is unknown and not trusted, so prospects buy from competitors.
- Marketing spend for lead gen fails to deliver ROI if brand is unknown and brand awareness is low.
- Without sales execution, market share increase is impossible.
- Company name takes more time to explain to prospects and cost of sales increases.
- Retention among existing customers falters as better-known competitors with greater SOV are more appealing.
- Market share can only be “bought” by discounting, heavy promotion, and dropping prices. Margins suffer as well.
PR leaders can use PR messaging of high interest to buyers to increase greater mindshare and build market share.
- Identify tools to establish a baseline and track changes in SOV and market share.
- Define a process to identify topics of high buyer interest and best channels.
- Identify key industry influencers.
- Gain alignment between C-suite and Sales on a campaign.
- Define a budget and receive approval.
- Identify resources to produce and release content.
Book Your Workshop
Onsite Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn’t enough, we offer low-cost onsite delivery of our Project Workshops. We take you through every phase of your project and ensure that you have a road map in place to complete your project successfully.
Module 1: Alignment and Ideal Investor Defined
The Purpose
Educate, gain alignment, and validate.
Key Benefits Achieved
Key stakeholders are educated and aligned, Share of Voice contribution to market share is validated.
| Activities: | Outputs: | |
|---|---|---|
| 1.1 | Discuss the value of leadership in understanding the relationship between SOV and market share. |
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| 1.2 | Outline the value of an omnichannel PR campaign to build a SOV and influence the market share. |
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| 1.3 | Review the validated buyer persona and journey, brand health, and value prop. |
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Module 2: Master Investor List and Gathering Information
The Purpose
Define the campaign, resources, and budget.
Key Benefits Achieved
Budget is defined and resources are identified.
| Activities: | Outputs: | |
|---|---|---|
| 2.1 | Research current trends and topics. Create a list of potential topics. |
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| 2.2 | Create a calendar and list the amount and type of content and needed resources to produce. |
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| 2.3 | Evaluate SOV platforms and select one. |
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| 2.4 | Create a budget based on the needed resources and cost of the platform. |
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Module 3: Build Assets and Gain Input
The Purpose
Develop content and coaching spokespersons.
Key Benefits Achieved
Content is defined and developed. Spokespersons are prepared.
| Activities: | Outputs: | |
|---|---|---|
| 3.1 | Discuss the assignment of content development based on the available resources. |
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| 3.2 | Discuss the review and approval process for this content. |
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| 3.3 | Discuss the need to coach key spokespersons. Verify bios and photos are accurate across all platforms. |
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| 3.4 | Discuss developing a list of media contacts and key influencers and the need to keep it current. |
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Module 4: Verify Data Sources are Accurate and Interview Is Ready
The Purpose
Establish baseline SOV and explore media.
Key Benefits Achieved
Final preparations are completed.
| Activities: | Outputs: | |
|---|---|---|
| 4.1 | Discuss the implementation of the SOV platform and of setting a baseline. |
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| 4.2 | Discuss the roles each department will play in the release of content. |
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| 4.3 | Discuss the tracking of sales wins and understand how the campaign is affecting them. |
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Module 5: Final Prep Completed and Spokesperson Prepared
The Purpose
Launch, track outcomes, and refresh content.
Key Benefits Achieved
Confidence that everything is ready.
| Activities: | Outputs: | |
|---|---|---|
| 5.1 | Hold a “mock” release of assets and discuss tracking of outcomes to be used in the executive presentation deck. |
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| 5.2 | Practice a “mock” presentation of the outcomes of the campaign. |
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| 5.3 | Discuss ongoing posts and outcome tracking. |
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| 5.4 | Discuss how needed changes in content will be determined. |
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