As businesses face further competition CIOs are becoming aligned with marketing departments to help raise the profile of their organisations.
According to Harvey Nash,
over half of CIOs believe their career will be outside of IT in the next five years, with marketing operations creating a digital vision for organisations delivering IT products and services.
While building a relationship with CMOs and the marketing department is important, CIOs need to play an active role in helping to promote the company and raise its profile.
Here we look at how CIOs can increase the company profile through the use of social media, customer engagement and brand ambassadors to help an organisation get noticed as a brand.
Read next: 14 tips for all executives using LinkedIn.
February 8, 2018
2. Engage with the customers
Organisations are becoming more customer-focused, with CIOs increasing their customer engagement skills as a way to develop the business strategy.
The use of social tools and face-to-face meeting with customers can help create a media presence and ensure customer loyalty. Engagement with customers can help CIOs gain an insight into the customer’s needs while also keep up with their technology demands.
Better customer engagement can help businesses to invest in new products and services while also reflecting the customer’s needs. CIOs and customer service teams should collaborate to work towards promoting new business process and help deliver a faster response rate. This can help improve the customer’s experience while also solve any business problems they may have encountered. (See also:
How CIOs are creating a better engagement with their customers.)
CIOs should develop a customer persona, which can help give them a representation of your customers and target audience. Twitter Analytics is a great tool for monitoring the online activity, as it provides detailed reports based upon likes, proximity and shares, which can help you identify the customers that you’re trying to attract. This is great for creating an awareness of the brand while also gaining an insight of the user’s purchasing behaviour.
6. Refine your USP
Advances in technology have led to growing expectations from consumers, so some organisations are having to rethink their unique selling point.
While each company has its own strategy, CIOs are finding new ways to distinguish their business against competitors and raise their profile in the process.
CIOs should send out a clear message of what the organisation wants to achieve. This can be communicated through your logo, slogan or marketing campaign to really define the business.
This can help gain attention from new followers and customers while also pushing the organisation towards greater overall performance and growth.
B&H Worldwide ensures there's collaboration across its in-house teams to help gain better insights into its data and get the business noticed as a brand.
B&H Worldwide CIO Seth Profit said: "As part of our monthly board meetings, the leadership team review corporate finance performance, but also marketing (brand recognition) and sales-related activities.
"We have collected data on different sales and marketing channels, and I have presented tools to analyse this data to identify what channels are most successful, what products are being requested per channel, etc."
7. Find brand ambassadors
The support of brand ambassadors can help endorse business products and raise awareness of the profile.
A representative of the brand should contact local press, meet customers and give presentations to potential customers, which can help promote the brand in a positive way.
In fact, some organisations are hiring loyal customers to get to know why people use your brand, help promote its core values and essence of the brand. A brand ambassador should have a great knowledge and understanding of the business while also presenting a credible and trustworthy image to its customers.
When hiring an ambassador CIOs should offer feedback forms to customers and business clients to see if they can improve the business image. This can help identify the target market, customer expectations of the company and overall product service.
N etworking can provide an opportunity to build an organisation's brand and its relationships, but it can also be a rich source for learning.
CIOs should communicate – whether online or in person
– with clients, customers and vendors to create better engagement and help promote the business. Social media, network groups and industry events can help add credibility to the business and communicate expertise to the wider audience.
As relationship building takes time, CIOs should ensure they maintain their contact base through follow-ups, regular meetings and video conferences.
Ascential CIO Sean Harley told
CIO UK: "Increasingly our product brands provide both a live and digital element, enabling customers to either access content or connections from an event long after the doors close, or provide industry-wide networking and celebratory occasions. Our product set has to keep ahead of these and other customer requirements."
11. Publish original content
Businesses should regularly publish news, blogs or updates on the company website to ensure users are engaged with the brand.
Generating content that can be shared across multiple social channels can give a better insight into the business and provide customers answers to any queries they may have.
Yotel's Director of IT Fergus Boyd said in an interview for 2017's CIO 100: "I introduced our first Yotel blog with a new focus on content marketing for SEO and to raise brand profile with future and current guests. This has helped to boost our rankings on Bing and Google search engines, which saves the need for some paid search.
"My team and I also documented our social media strategy, created in conjunction with our brand marketing team, and we are now punching above our weight on social media. Facebook, in particular,
is driving sufficient revenues to cover all costs. In addition to driving brand awareness."
Multimedia like infographics and animation can also help make content come alive without the use of technical jargon. Social media platforms are perfect for getting your content and business noticed while also increasing traffic back to the website.
(Read next: Why a CIO should work with the CMO to drive change)