Thought Leadership and Corporate Social Responsibility with Saffron Shergill
Agency Ahead by Traject
English - March 19, 2021 10:00 - 23 minutes - 43.3 MB - ★★★★★ - 5 ratingsMarketing Business Entrepreneurship marketing digital marketing agency software seo social media reputation customer experience local seo local search Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Impression has run Digital PR campaigns and conducted thought leadership services for some of the UK's biggest companies and organizations, including Sass & Belle, Harvey Water Softeners, and Clarins.
They're a full-service marketing agency that is especially known for its digital PR services. They've also won the 2020 UK Agency Awards PPC Agency of the Year Award, the 2020 Best Large PPC Agency in Europe award from the European Search Awards, and the 2020 UK Biddable Media Award.
That's not even everything they've won.
Now let's talk about Saffron herself. She's a Digital PR Executive, which means she does plenty of thought leadership and link-building campaigns for all of these clients, all of which contribute directly to her agency's success.
She also wrote her dissertation on Corporate Social Responsibility (CSR) and is heavily involved in the program at Impression.
Want to get some insights into how to launch some stellar thought leadership PR campaigns for your clients while getting some ideas on how to bring the spirit of CSR to your agency? Be sure to catch today's podcast.
The highlights:
[1:48] The thought leadership service.
[3:19] Communicating the value of thought leadership campaigns.
[5:28] Pitching topics that work.
[6:57] An example of a successful campaign.
[8:17] Upcoming opportunities in thought leadership.
[9:37] Corporate Social Responsibility (CSR)
[15:46] Tips for launching a CSR initiative at your own workplace.
[17:49] Promoting diversity in the industry.
[22:20] Saffron's cause.
The insights:
The Essence of the Thought Leadership Service
This requires a thoughtful process and communication with the clients themselves.
Communicating the Value of Thought Leadership Campaigns
Saffron goes back to her SEO roots to help clients understand the value of the campaigns that she's crafting for them.
That's how we will come up with a strategy for our clients. They're really bespoke to what their objectives are and what they're looking to achieve with us."
That investigation helps the clients understand the value of the campaigns, their relevance to their industry, and to really demonstrate that they are a spokesperson and a person of authority.
Pitching Topics that Work
Hot takes sometimes have a negative connotation, but when it comes to earning press, Saffron says a client’s hot take on a relevant topic is essential to thought leadership success.
That's why we're really making sure every pitch that we're putting out there is tied into what's happening right now."
She says that while they can lean on things that have worked well in the past, everything has to be really relevant.
One topic she anticipates being hot?
It's been an ongoing narrative, of course, because everyone thinks they're going back and then don't, but eventually, that should change.
An Example of a Successful Campaign
These campaigns can even work for local clients. When asked about a successful recent campaign, Saffron brought up a national law firm she works with, as an example.
Corporate Social Responsibility (An Overview)
Corporate Social Responsibility is the idea that corporations have the power and the ability to affect real social change, and the obligation to do so. In fact, there are real business reasons to embrace the practice.
Impression does much of this by focusing on education and schools within Nottingham, where they're based.
She says the leadership team at Impression really does a good job of supporting CSR initiatives when she comes up with them.
What's the timeline going to be? What are the objectives? How are we going to make sure we really see it through to the end?"
Every month the company allocates time to these initiatives, so using the time is never a problem.
Tips for Launching a CSR Initiative at Your Workplace
If you want to start a CSR initiative at your workplace, Saffron suggests first identifying the area you want to focus on.
She also recommends that you look at what other agencies are doing.
My advice would also be to really set out a roadmap and to put together a plan, so that when you are presenting it to your directors, or to your managers, that you have something concrete so they can see what your plans are, and where they're going to end up."
Promoting Diversity in the Industry
Saffron says that achieving better diversity and inclusion within the digital marketing industry are issues that are really close to her heart.
She says it's still a problem.
She recently put together a blog post about International Women's Day to express some of this passion. It listed some concrete steps that Impression is taking to improve equality such as acknowledging the gender pay gap, committing to equal pay for equal roles, using transparent salary brandings and progressions, recruiting better, and more.
She says that Impression has a layered strategy she would personally recommend to any business.
What's your right now cause?
Right now, Saffron is focused on training the next generation of digital marketers.
Connect with Saffron Shergill
Want to chat with Saffron about thought leadership, PR, or starting your own CSR initiative? Find her online here:
Impression
The International Women's Day post