The unsung OR step that connects credibility assets to ROI and accountability, amplification, and consolidation.
The economic downturn has become crippling to many industries and businesses that are trying to continue on are struggling to connect the dots to stay afloat. Now more than ever, executives and marketers are under intense pressure to prove that every dollar they spend yields a healthy return on investment. Smart businesses only need to look as far as Outcome Relations (OR) and amplification assets for the accountability and certainty they need.
N6A’s OR model combines earned media and paid media to drive specific business outcomes for CMOs, CEOs, and brand marketers. Our teams secure earned media results — or what we like to call credibility assets — against those outcomes.
We view each media hit as a credibility asset that can be used at various stages of the revenue funnel, from driving new site visitors, to generating more demo requests and completed lead forms, to nurturing leads, all the way through to helping sales close a deal.
But these assets can only yield ROI if those targeted personas actually engage with them. That’s where amplification comes in.
The relationship between credibility assets and amplification assets can be one of the most effective channels to drive ROI for your organization. With the OR model, companies get as specific as possible with personas — what is their job title, are there any geographic locations where they operate, what is the size of the company, and more — in order to properly select the credibility assets and amplification assets that will drive the desired outcomes for each campaign.
For example, take a credibility asset such as a report or a whitepaper used on the media side for newsjacking and byline content. Your company is looking to also increase revenue through this report, so we would develop a campaign as the amplification asset to drive lead generation in support of revenue goals. We’d then execute a LinkedIn campaign and content syndication campaign that promotes the content as a gated asset.
This particular target persona is unlikely to, for example, watch CBS News on TV at 6pm sharp. But they are more likely to catch your thought leadership because they’re highly connected to like-minded professionals through their LinkedIn and social feeds.
Other examples of amplification channels can range from highly targeted Instagram sponsored posts, Google Ads showcasing certain credibility assets, lead nurturing campaigns, and much more.
With amplification, budget-conscious brands can be confident because they can measure the impact of leads generated from amplification channels, and then, ultimately, the see-rate of conversions from leads to pipeline. These are the key ROI metrics that resulted from the amplification of the credibility asset.
Through OR and the key amplification step, we create an inherent level of accountability for normally imprecise PR metrics and allow brands to consolidate budget but not their results.
See how we can drive your business forward — without the uncertainty. Talk to us today.
Posted by N6A Team