Success stories rp agency

Success stories: your best advertising

Success stories are one of the most successful pieces of content in the final phase of the sales funnel. They are very useful for converting leads that are very close to the purchase stage.

The problem with this type of content is that the public is tired of always hearing the same thing. Therefore, it will be important to show your differences and be creative. In this article we will give you some ideas on how to present success stories in a way that is attractive, real and reflects the results of your business.

What are success stories?

Success stories are a very specific type of content that consists of presenting stories about real cases of customers who have had successful experiences with the brand.

However, the intention of this content is not to communicate the company’s performance in graphs, but to excite through the telling of a real story. Success stories should be inspirational stories with a good storytelling behind them.

The objective of this content is to inspire other customers so that they also trust the brand to solve a need. In other words, through success stories, brands aim to clear the indecision that some customers may have in the last phase of the sales funnel.

Although this type of content is more commonly used by B2B companies, nothing prevents a B2C company from including it in its sales strategies.

rrpp agency success stories

Highlight your method and differentiate yourself from the competition.

One of the keys to the storytelling of any success story is to highlight what makes you unique. There are many companies like yours that could solve the problem that consumers have, why should they choose you out of the crowd?

To do this, analyse your most direct competition and extract those aspects that differentiate you. Perhaps your offer is cheaper, solves the problem faster, or offers a more personalised product or service.

At the end of the sales funnel, consumers already know what you are selling. It’s time to highlight how you sell it.

Build trust with a real story

One of the mistakes that many brands make is to convey opinions that are given by the media or people without an image to identify them with. Although you don’t have to abandon this in your strategy, if you don’t combine it with opinions from identifiable people, with names, surnames and an image, you won’t create enough closeness with the public.

Consumers need to see real people, who look like them and who have tried the product or service you want to sell. They need to identify with them and know that what you are telling them is real.

And it’s not enough with just a three-line commentary. Success stories tell a story, a real story.

rp agency success story

Give transparency and get closer to your customers.

Passing on real stories about real customers will not only offer closeness and authority to your brand, but will also convey transparency, thus increasing trust.

For complete transparency, it is important that you contact customers who have used your products or services to tell you about their experience. They will give you a lot of insights that you may not have thought of. Once you have their insights, ask them if they want you to include them in your success stories. I’m sure they won’t refuse.

Emphasise results, show what you are capable of.

In addition to showing the actual experience of your customers, it is very important to highlight the results they have obtained by using your product or service. This will be one of the most important parts of your success stories. Don’t just focus on what has solved what you offer, but also on how.

If you think that as a company you need help in that sense, turning to a communications agency or a public relations agency is a great option. In fact, as a PR agency in Spain, we have helped many brands to convey their strengths through the writing of success stories with great storytelling behind them. You can count on us to communicate the results of your brand to the consumer in an effective way!

FINZEL PR | Your Communication Agency in Spain

We offer customised PR and digital content services

diferencia marketing relaciones publicas

Differences between marketing and public relations

Many people have a very similar concept of public relations and marketing. However, they are very different areas. Understanding the differences between the two, as well as their similarities, can help your business choose the right type of agency to deliver your strategy.

However, it is important to know that great results are achieved when both fields are integrated into the brand and work together. This way you will get the most out of your business.

Definition of marketing and public relations

Before we begin to discuss their similarities and differences, it is important to have a general idea of what marketing and public relations are.

A public relations agency seeks to create and maintain a brand’s reputation over time by using the media.

Marketing agencies, on the other hand, have the function of positioning and publicising a product in order to get the public to buy it.

marketing y relaciones publicas

What do they have in common?

Although their definitions are quite different, marketing and public relations are similar in several respects:

  • A common ultimate goal: although both areas act differently, all their efforts are ultimately focused on persuading the public to increase the company’s sales.
  • Work on brand image: both aim to convey the best possible brand image and their goals also include enhancing the brand’s reputation.
  • Target analysis: before taking action, both marketing and public relations companies have to carry out a study of the brand’s target audience and the best way to reach them.
relaciones publicas y marketing

What are the differences?

Despite the great similarities, branding should not be confused with advertising and public relations. The latter two are communication tools and branding is focused on the creation and management of a brand. However, branding serves as an inspiration and a roadmap for your advertising strategy. Therefore, we remind again that, in order to achieve an optimal result, it is important to have both facets within a company. However, they should not be confused. These are their differences:

  • Orientation: Public relations is not only concerned with external communication, but is also aimed at a company’s internal staff. Marketing, on the other hand, is completely oriented towards the public, towards the outside of the organisation.
  • Strategy: In marketing, it is the brand that speaks for itself. In advertising, the strategy relies on others (be they experts, journalists or influencers) talking about the brand.
  • The transaction: when carrying out a marketing strategy, there is always an economic exchange involved, for example, when placing an advertisement on a website. However, in the case of public relations, this is not so common.
  • The message: as a consequence of the previous point, in marketing, the place or the person issuing the message cannot change the content, whereas in the case of the PR message it can.
  • Content: by its very nature, marketing appeals more to the emotions and public relations to the rationality of the public.

Finzel is a global strategic communications agency specialising in corporate public relations management. We have a wide range of services related to media management, event management and digital content management. And we can also help you through our marketing support. We are the right company to manage your communication.

FINZEL PR | Your Communication Agency in Spain

We offer customised PR and digital content services

external and internal public relations

External and internal public relations

Effective communication is one of the most important actions of any company. However, this communication should not only go in one direction.

Most brands focus on directing their communication towards the public, forgetting the importance of doing it also towards their staff, towards their employees.

A good PR plan must include both areas to be fully effective. Internal communication is just as crucial as external communication and in this article we explain why.

What is external public relations?

External public relations focuses on communication actions that are directed towards the outside of the company. It can be both communication with other companies and communication with institutions, the media or the public.

In contrast to internal public relations, its practice is widespread in any company and no brand can afford the luxury of not carrying out any external communication action.

External PR can have different purposes, but there is always a marketing and sales intention behind it.

What is internal PR?

Internal PR, on the other hand, focuses on communication targeted at the company’s employees. It can take the form of information boards, meetings, e-mails and even periodicals.

In the case of internal public relations, the aim is, on the one hand, to maintain group cohesion and motivation and, on the other hand, to inform about the state of the company and its different actions so that the employee has a deep understanding of the dynamics of the brand.

difference between external and internal PR

The importance of properly combining the two

As we have mentioned, companies often forget to include an internal communication plan in their PR strategy, which is a big mistake.

It is a common misconception that companies only have eyes for external plans that are directly aimed at increasing sales. But in reality, good internal communication will have a huge impact on any brand’s bottom line.

If employees do not have enough information about where they work, they will never be able to perform their job at 100%. And if there is also no sense of togetherness, which can be achieved through internal communication strategies, there will be no real commitment to the company on their part.

Therefore, combining the two properly will be key for the company to thrive and achieve all its goals.

Why is internal PR not given so much prominence?

The reason why external PR is prioritised is because it is the window to the customer connection, which is one of the most important elements of any brand.

However, as we have already mentioned, the customer will never feel satisfied and will never connect with the brand if there is no unity, knowledge and commitment to the brand among the people who make it up. This will be reflected in the daily work, which will end up being more impersonal and less caring.

external and internal rrpp

What are the benefits of a good internal public relations strategy?

Have you not yet designed a good internal communications strategy for your business? To make it clearer, here are some of the benefits you can get if you finally take the plunge and implement it, which is the most reasonable decision to generate a thriving business.

✅ Improvement of the organisational climate.

✅ Increased productivity.

✅ Decreased employee turnover and thus increased commitment.

✅ Better coping with crises.

At Finzel, we not only have experience in developing external communication plans, but we have also helped many companies to strengthen their union through a good internal PR strategy. If you feel the time has come to include this type of action in your company, we will be happy to help.

FINZEL PR | Your Communication Agency in Spain

We offer customised PR and digital content services