Brand vs Performance Marketing and Why PR Matters - Lindsey Carnett, CEO/Founder of Marketing Maven

Lindsey Carnett (CEO & Founder of Marketing Maven, Author of The Marketing Maven Method: Secrets of a Maven) joins Mikael to help agency owners differentiate between brand and performance marketing, and better understand how to approach PR.

Brand Marketing & PR often get neglected in favour of performance marketing due to it being more difficult to measure the ROI of brand initiatives. Instead of thinking about the direct ROI of every campaign, to properly measure brand you need to focus on metrics such as conversation rates and sales velocity, as the goal here isn’t simply generating leads - it’s increasing the overall trust in your company.

Crafting a good brand message requires understanding your business objectives, reverse-engineering a plan based on other success stories, and building a bespoke strategy based on this competitive analysis. Then, you need to swim with the grain enough to look like a real player in your space, while figuring out how you’ll approach your unique messaging to stick out. 

Tune into the full episode to learn how to better balance Brand and Performance Marketing!

HIGHLIGHTS:

0:00 Intro

3:12 Lindsey’s PR experience
4:21 Trust brings ROI
7:01 Lindsey’s creative journey
10:12 The Marketing Maven Method
12:45 What makes a good brand message?
16:55 Be the right level of unique
18:55 Quirky, Timely, Local, Hard News, Personality 
20:09 Quirky vs Personality
21:48 Summary

Connect with Mikael - https://www.linkedin.com/in/mikaeldia/

Connect with Lindsey - https://www.linkedin.com/in/lindseycarnett/