Are these 5 channels in your communications strategy?

Are these 5 channels in your communications strategy? - Zadro Agency

The online world mimics a crowded market (pre-COVID) with organisations having to cut through the noise of the virtual world. This is where appearing wherever your customers are can pay off, because your brand is never too far from mind.

Multiple points of contact are important, but you still need to be mindful of being where it makes sense for your brand and also where your customers are. Here are five channels you can use in your communications strategy:

1.  Social media

Social media has become a vital way to connect and communicate with your key stakeholders; it is also a platform that easily facilitates two-way communication, with your audience being able to talk to you directly.

Social media is a great channel and should be utilised in some way by every organisation, however one important thing to remember is – your social media page is rented space, as evidenced in early 2021 with Facebook’s news ban. At any time, the platforms can change the rules and if you want to remain there you must change tact. One of the most significant changes for organisations is the death of organic growth – paid advertising is now required to increase the number of followers and engagement.

2. Email marketing

Also known as enewsletters or EDMs, email marketing is a relatively easy way to connect directly with your stakeholders; a clean and regularly updated segmented contact database and a user-friendly template in an email marketing platform will make it even easier.

When it comes to email marketing, consistency is key – this means brand consistency, frequency, and content type. Whether you send a monthly or quarterly EDM depends on how much valuable information you have to share. This will help you better engage with your audiences and develop a loyal following of readers.

3. Public relations (PR)

PR is hard work but when it pays off, it pays big!

It is a powerful tool where a third party spreads your organisation’s brand and/or message, creating greater credibility (i.e. if someone else says you’re great – it carries much more weight than you saying it!). PR also allows you to build a solid and credible reputation for your brand, organisation or team members, keeping your brand front-of-mind.

4. Advertorials and paid advertising

The media landscape in Australia has changed significantly in the last couple of years, with many media agencies turning to advertorials as their prime story type. Paid advertorials involve organisations paying for articles to be written about their brand.

Although this is a significant change – it isn’t necessarily a bad thing. You are paying for the piece so you are guaranteed coverage, you have more control of the messaging and you can be more direct in your language, e.g. mentioning specific products / services.

And a little spend can also greatly assist in achieving coverage in your PR efforts.

5. SEO & SEM

Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) are vital to your success and if they aren’t currently part of your strategy, they should be.

SEO is an organic approach to ensure your website appears as high as possible in search engine results. SEM is a paid approach to appear in search results. The rules of play for SEO and SEM are constantly changing as search engines become more intelligent at examining content and understanding what consumers are looking for, how they are searching and what they respond to.

If any of these channels are not currently included in your communications strategy, they may the piece of the puzzle that could really boost your communications efforts. If they are already included, are they being used as effectively as possible?

Marketing and PR: The Hare and the Tortoise

A classic metaphor of how winning a race isn’t necessarily about speed: The Hare and the Tortoise. This story taught us, even as children, that fastest isn’t always the way to win. Besides being a great life lesson, it is also a great metaphor for explaining the difference between marketing and public relations (PR).

Both marketing and PR fall under the communications banner however they each serve a different purpose and can deliver a different impact and result. By understanding these differences and engaging the best approach to meet your objectives, you will have a better chance of achieving your goals, maximising your overall communication efforts.

Short-term vs long-term

The hare, or in this case, marketing, can be implemented quickly and produce fast results; while the tortoise, PR, works best with a slow and steady approach.

The quick fire: Marketing takes place on channels owned by a business e.g. website, enewsletters and social media platforms; or paid for by a business e.g. advertising and search engine marketing. Marketing allows a business to have control over the messaging and timing and the results can be more easily measured with hard numbers such as products sold, profits made, website visits, and social media engagement able to be tracked.

The slow burn: PR moves more slowly and is most successful when it is part of a long-term strategy to raise awareness of your company, cause or product, or build profiles of key personnel within an organisation. PR is earned media and it can be more challenging to gain organic coverage. PR can be measured by clippings and coverage views however the better way to measure the results is by key message inclusion and the audience who reads that publication to determine if it is being seen by the right people, not the most people.

Selling vs Persuading

Marketing’s purpose is to sell your products and services to new and existing audiences. This is why marketing can be weighted with greater value as it delivers clear results, however, PR can help marketing efforts go further.

PR is not about selling your products and services, it’s about building your brand and creating and maintaining a positive reputation. This is done through third parties (customers, media) saying how good your brand is rather than you saying it, which carries a lot more weight and ultimately has greater value.

Both marketing and PR perform best when they are working cohesively side-by-side, one is not better than the other. Both deliver great benefits to your business and support long-term growth when key messages, objectives and strategy are aligned.

Use your marketing channels to sell your products and services; while focusing your PR efforts on raising brand awareness and building loyalty to establish a stronger foundation for the future.

Want to know how you can align your marketing and PR to get results now and into the future? Get in touch we’d be happy to help you integrate your communications strategy.

8 tips to boosting your engagement on LinkedIn

8 Tips to boost LinkedIn Engagement - Zadro Agency

LinkedIn is a powerful resource that enables people to build their personal brand and credibility as a thought leader in their industry. As with all social platforms, there is an ‘art’ to posting on LinkedIn to ensure the level of engagement of posts is maximised.

We wanted to share with you our top eight tips to improve your follows, likes, comments and shares. A high level of engagement can help you expand your network and develop stronger relationships with clients and other professionals in your industry.

Follow these simple tips to be on your way to optimising your LinkedIn profile:

  1. Make it personal

Passion is infectious (the good kind!). It’s important to share topics that matter to you personally as you will be more knowledgeable about them and it also goes a long way to helping you better connect with your network.

  1. Be authentic

Don’t be afraid to show your personality, whether it’s a dad joke or an emoji. LinkedIn is a professional platform, however, that doesn’t mean posts need to be boring and rigid. Also avoid trying too hard i.e. using industry jargon that no one really understands!

  1. Speak from experience

Personal anecdotes add value to the point you’re making and are a great way to build your credibility as a thought leader. The stories you share don’t necessarily have to be professional, they can link to a learning from your personal life e.g. coaching your child’s soccer team.

  1. Own your industry

Staying up-to-date with the latest news in your industry is important to ensure you’re across the latest trends and challenges. When you come across an interesting article, share it with your audience and provide your opinion on what it means, or comment on the impact it will have on your industry.

  1. Aim to inspire

Stop and think – why does this matter? How will this benefit my audience? This will ensure you are adding value to the platform and starting conversations that actually matter to your industry.

  1. Share your story

The story feature on LinkedIn is relatively new to this platform and is a more relaxed option for posting. Use it to share a ‘behind the scenes’ view of a project you’re working on, event you’re attending or share a ‘day in the life of’ experience. Your followers are interested in what you’re doing, so use this tool to show them!

  1. Celebrate your team

Share pictures of you and your team in the office, on-site or at team bonding activities. If your team wins an award, is successful in a tender or are just plain awesome, be sure to showcase this and acknowledge their hard work!

  1. Experiment with visual

Be bold with your visuals, whether it’s experimenting with video content or selecting an image to accompany your post. You want to choose something striking so when people are scrolling through their feed it stops them in their tracks – you want it to be “thumb-stopping”!


Try these eight tips on your LinkedIn and see how they increase your personal brand and credibility as a thought leader in your industry.

Have you seen our other blogs on social? Check out Communicate Better on your social channels for more great tips.

Connect with Zadro on LinkedIn!

How can you Communicate Better?

How can you Communicate Better? - Zadro Agency

Communication is how we connect as businesses and people. It allows us to build relationships and evolve through understanding. In order to communicate better we need to stop and listen to those we are trying to communicate with and consider the context in which we are connecting – this has never been more vital given the current situation.

The communications landscape is changing constantly with multiple platforms emerging; it is hard to keep up with not only what channel you use to communicate, but how and when you should be communicating. When it comes to the choice of channels, it is critical you select the right ones to ensure you reach your audience with the greatest impact.

To communicate better, organisations need to consider their first step in the process – listening. Whilst it can be confronting and you may hear things you don’t like, you should ask your stakeholders for their honest feedback and then listen to what they are saying. It is so important to listen to the people who have the greatest influence over your organisation’s success.

Organisations can also communicate better when the internal mechanics of a company match the external representation of it; forming a seal of integrity. When you are what you say you are, everyone wins. Look at your values, key messages and goals and why you do what you do; articulate who you want to be, so that you can communicate that to the world.

Clearly determining your identity and what motivates you is a great place to start communicating from. To communicate better you need to focus on the impact you have rather than simply what you do.

Stay tuned for the next blog in our Communicate BetterTM series when we look at how you can communicate better through professionalism.

Are you really listening?

Are you really listening? - Zadro Agency

  Communication is a two-way street – a helpful guide to active listening. An interesting communications fact – people generally only remember between 25 and 50 per cent of what they see and hear, according to American Educator Edgar Dale’s Cone of Experience. During my studies, I found this concept incredibly interesting; after all, the […]

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