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88fa737b907ac523bf18c2bd2718cf3a | https://www.forbes.com/sites/forbesagencycouncil/2019/11/19/four-key-metrics-all-e-commerce-businesses-should-be-tracking/ | Four Key Metrics All E-Commerce Businesses Should Be Tracking | Four Key Metrics All E-Commerce Businesses Should Be Tracking
When you think about what qualifies as "success" for e-commerce businesses, the metric that probably comes to mind first is sales. While revenue is undoubtedly a key indicator that your business is doing something right, there is a plentitude of additional data points available to help determine exactly what you're doing right. Tracking these four basic key metrics over time will provide you and your team with an in-depth understanding of consumer behavior, industry trends and your anticipated ROI.
1. Sales
Again, one of the most obvious metrics for e-commerce businesses to keep a close eye on is sales, both in terms of the dollars brought in and the number of products moved out. However, this goes much deeper than the surface-level assessment of "We sold X units and made X dollars last month."
Evaluating the metrics behind your biggest sales days each month will provide a wealth of insight your business can use to replicate this same success in the months ahead. Ask yourself the following questions while assessing your sales metrics:
• Which week generated the most sales last month? How about which days?
• Were any promotions running on these days?
• Which specific products were purchased the most frequently?
• Did most of your sales come in on weekdays or weekends? Morning, afternoon or night?
Keeping track of your sales metrics over time will provide your team with a statistically supported snapshot of your business not only by the month, but by quarter, season, year and so on. This will help you create a logical and intelligent sales schedule when planning out next year's marketing strategy.
2. Web Traffic
Simply put, web traffic is important because an e-commerce business cannot grow without new customers. Taking it a step further, web traffic is important because it is indicative of the health of your search engine optimization (SEO) campaign. If you haven't already, set up a Google Analytics account to begin monitoring your website's number of users, page views and sessions. For a deeper overview of your web traffic, track additional metrics, such as average session duration, percentage of new sessions and bounce rate from the same Google Analytics interface.
Then, compare these analytics from month to month. Is your web traffic up or down? How many of your sessions were new users? Did your number of users stay consistent, but their average session duration increase? If your web traffic is slipping or your numbers aren't where you'd like them to be, it might be time to reevaluate your SEO strategy.
3. Conversion Rate
It's important to note that an increase in web traffic doesn't necessarily indicate more customers, nor does a drop in web traffic necessarily indicate fewer customers. In order to determine how many of your website visitors become customers, you'll need to track your conversions. Your conversion rate is determined by the average percentage of website sessions that result in a purchase by dividing your number of transactions by your number of sessions (don't worry — Google Analytics makes these calculations for you).
If your conversions aren't as high as you'd like them to be, it might be time to optimize your website with sales in mind. One effective form of conversion rate optimization (CRO) is by A/B testing different elements on your website. A/B testing is a randomized experiment in which half of website users are shown one variation of a webpage, and the other half are shown a slightly different variation — for example, a green checkout button on webpage A and a black checkout button on webpage B. The variant that yields more conversions will provide your marketing team with the insights needed to improve your CRO strategy based on consumer preferences.
4. Average Order Value
Your average order value (AOV) is your total revenue divided by your total number of transactions. For example, if your company made 100 sales last month worth a total value of $4,500, your AOV is $45.
While it is beneficial for your business to know the current spending habits of your average customer, your AOV also provides your business with crucial insights needed in order to increase this number even further. For example, let's say your AOV is $45 and your goal is to raise it to $50. Creating a "free shipping for orders over $50" offer will likely entice your customers to hit or surpass that $50 threshold in order to receive that perk. It's no secret that most if not all businesses would like their customers to increase their purchase size as much as possible, and knowing your AOV provides a logical and strategic path from which to accomplish this goal.
Tracking your e-commerce performance through these four metrics will enable your team to make intelligent decisions regarding the future of your marketing strategy. That being said, it's worth noting that this data only offers a snapshot of your business and is not indicative of your overall website performance. Treat these metrics as a starting point from which to measure your successes and shortcomings, then use that data to fine-tune the more intricate facets of your business model.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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07b75da891df33e122abf87404e38a1c | https://www.forbes.com/sites/forbesagencycouncil/2019/11/20/how-search-engines-evaluate-link-power/ | How Search Engines Evaluate Link Power | How Search Engines Evaluate Link Power
In my years of experience, I can tell you that link-building is the hardest SEO tactic to get right. With more competition and more rules as to what helps build strong links, I think most marketers would agree. In order to be successful with your link-building efforts, you need to understand what kinds of links to use.
Links From Popular Pages Rank Higher
Linking can be a great way to build your organic on-site SEO, but you can’t include just any link on your homepage, or any page, for that matter, including blogs.
The first thing you’ll need to understand is that links from popular pages rank higher. This is a basic principle of link-building that focuses mainly on domain authority. Basically, the more links a page has pointed to it, the more authority it has. Each site has a domain authority score that's based on a scale of 1 to 100, with 100 being the greatest. This is crucial to understand when it comes to intelligently choosing which links to include in your own blogs. There are tools you can use to search for these premium sites, like Moz's free domain analysis tool.
Forming A Link-Building Strategy
It also helps to understand how to use popular, authoritative links when it comes to building a link-sharing strategy. We only implement a link-sharing practice if it's useful to readers, like to help local businesses and local buyers find local relevant resources. It is not recommended to have a link-sharing scheme to manipulate rankings.
You want to connect with popular sites, or maybe even sites within your industry (though probably not your competitors) so you can establish credibility. Who are you going to target to get them to link back to you?
One link-building tip I'd recommend when you’re trying to increase your page ranking is to write popular news pieces to be placed on your own site or compile blogs with statistics in them. If you publish a blog with the top 50 SEO statistics of 2019, then chances are other blogs are going to link back to you as the source. This helps increase your page ranking that you can then pass on to outbound links within your website.
Search Engines Love Main-Page Links
Search engines prefer links in the main content of a webpage, not in the sidebar or footer. The higher you place your links in your main content, the more weight they have because search engines believe people will actually click on these links. So, include a quality link in the first two paragraphs of content, rather than at the bottom.
Variety Of Domains
Search engines don’t like it when all of your links come from one domain. Because page ranking is all about figuring out which webpage is most popular for a certain search word or subject, search engines want to see that this website is popular across various touch points on the internet. If all of your links come from one source, it’s one-sided and won't be that popular.
Also, in order to evaluate link power, search engines look at the variety of root domains rather than the number. If you really want to succeed at this strategy, then it pays to reach out to websites and companies in different countries all across the globe. However, you’ll still want to focus on quality links. Try to find the perfect balance between diversifying your links while still ensuring they’re high quality.
Internal Vs. External Links
Because search engines love it when a site has a variety of domains linking back to it, it makes sense that external links have a little more link power.
According to Moz, high-ranking sites do have more external links than internal links. Remember, search engines are looking to rank pages that are popular across the internet as a whole. It’s more important that other people are linking back to you and giving you that authority than it is that you’re talking about yourself. Internal linking is like when someone tells you how great they are at something. You might believe them, but it carries more weight if someone other than them can confirm it.
This doesn’t mean you should forget about internal links, though. Properly including internal links throughout your website not only helps people navigate your site more fluidly, but it also helps enhance other areas of SEO.
Trust In Web Links Is Important
To understand the principle of trust on the internet, especially in the age of fake news, it helps to understand what a "seed page" is. In terms of web crawling, a seed page is the original source page where information is extracted. So, if you wrote a blog on the top 50 SEO statistics of 2019, you would want to link back to the seed page for each stat rather than link to another source that also reported on the seed page's findings.
This increases trust and helps search engines know that you’re linking properly in a way that builds trust among your readers or visitors as well. I highly recommend using links from government or educational websites if you can for that very reason.
Relevance Is Key
When engaging in link-building, it’s important to work with websites that are relevant to your industry. It’s also important to look at the relevance of the actual page itself. Is the information old, or does it offer up-to-date stats and information?
As a general rule of thumb, it’s best not to use links older than two to three years if you can avoid it. This also works the other way around. In order for your page to receive a higher page ranking, it’s important that fresh pages are linking back to it.
Remember to keep your links relevant to your industry and get them from strong sites, and don’t spam anything ever, and you should see improvement quickly.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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b979ec1d0d50a2c74709a2e011ffc423 | https://www.forbes.com/sites/forbesagencycouncil/2019/11/26/11-effective-strategies-for-designing-accessible-websites/ | 11 Effective Strategies For Designing Accessible Websites | 11 Effective Strategies For Designing Accessible Websites
The world has become a lot more welcoming to individuals with disabilities. Part of this acceptance can be seen in the support for the design of websites, focusing on those with disabilities.
To this end, a business should seek to make its website as accessible as possible. Not only is it ethically right, but it also shows the company itself cares for the community as a whole, regardless of ability.
Doing accessibility right requires doing a little bit of research and following specific guidelines. Additionally, designing the site to be accessible comes with the understanding that average users should also be able to interact seamlessly with the platform.
Here, 11 contributors to Forbes Agency Council share their thoughts about what a business should keep in mind when developing an accessible website.
Members explain how to design more accessible websites. Photos courtesy of the individual members
1. Use An ADA Checklist For Accessibility
One of the best things a website designer can do for Americans with Disabilities (ADA) compliance is to rely on a checklist and not their own intellect or intuition. Build or acquire a checklist for ADA compliance and then follow it every time you build or launch a website. It will help ensure you don't miss a critical step. - Greg Trimble, Lemonade Stand
2. Seek Expert Guidance
The Americans with Disabilities Act requires a website to let assistive technology enable a person with a disability to use the information equally. The one strategy is that you are probably not the accessibility expert across the many potential disabilities, such as colorblindness or hearing impairment. Seek expert guidance, starting with an accessibility audit. - Jim Caruso, M1PR, Inc. d/b/a MediaFirst PR - Atlanta
3. Look At The Big Picture
Any aspect of your website can create a potential barrier, and accessibility should be considered throughout the design process. From the color scheme to graphics, think about how each element might be hard to navigate, and then take a step back and see how these elements work together, too. Every visitor should receive the same, flawless experience regardless of how they access your website. - Hannah Trivette, NUVEW Web Solutions
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Work With A Respected Team
As simple as it sounds, this is one of those features that is almost always overlooked by a website design firm. For that reason, it is very important to ensure that you are able to create a culture of understanding and working with a design firm that is going to allow you to prove your commitment to ensuring you have a site that is friendly to those with disabilities. - Jon James, Ignited Results
5. Don't Rely On A Mouse Or Trackpad
One simple strategy to keep in mind when designing for accessibility is to not rely on a mouse or trackpad. Most web accessibility tools for people with disabilities use keyboard-only navigation done with the "Tab" key. So for a website to truly be accessible, all of the content, forms and links must be usable with the keyboard. - Nishank Khanna, Demand Roll
6. Design For Mobile And Light Sensitivity
There is absolutely no excuse to not have your site mobile-friendly. Half of your visitors will be on a mobile device, and you need to customize your site for them or risk losing them forever. Another thing to keep in mind is deigning for those with sensitivity to light, particularly flashing light. While a strobe effect can certainly grab attention, it is annoying to most, and dangerous for others. - Jason Hall, FiveChannels Marketing
7. Tag And Be Descriptive
Not everyone can see pictures. This is a major problem for visually-impaired individuals who rely upon audio transcriptions of website text, but also some people have older machines, have blocked ads and images, or are running high-performance browsers. Always assume someone will view it without images and compensate by making sure each image is tagged with descriptive and relevant text. - Stefan Pollack, The Pollack PR Marketing Group
8. Turn Up Your Story, Without Sound
With all the new ways of communicating your brand’s message on your website, remember that not all visitors can hear it. From video to podcasts, these are great storytelling platforms. Make it easy for your deaf/hard-of-hearing visitors by adding closed captioning into videos and including a transcribed version of your podcasts on your site. - Lori Paikin, NaviStone®
9. Be Careful With Color
The colors you choose for your website design can make or break a visitor’s user experience. Even seemingly universal visual indicators such as green for "go" and red for "stop" can be lost completely on users with red-green deficiency. Steer clear from red/green and blue/yellow combinations and stick to high-contrast colors to make your website accessible to users across the color deficiency spectrum. - Adam Binder, Creative Click Media
10. Enable Resizable Text Features
One best practice for accessible websites is to enable resizable text. Many devices and browsers allow the user to resize text, which is essential for users with visual impairment. I recommend designing your site to use relative sizes, which allows your text to scale and helps make your site responsive. Also, make sure to not “turn off user scalability,” as it makes resizing the text challenging. - Alex Membrillo, Cardinal Digital Marketing
11. Use Chrome's Lighthouse Tool
A handy tool for benchmarking accessibility is the open-source Lighthouse tool built into Chrome via the Audit tab by dropping in any URL and getting a score back against a variety of factors including performance. Next, you can stack-rank these and use a tool like Github for issues with your development team to begin making progress and having a common number everyone can reference for improvement. - Jacob Cook, Tadpull
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6fb0cb71fd10c47294a76685ded28d88 | https://www.forbes.com/sites/forbesagencycouncil/2019/12/05/three-tips-for-using-ott-advertising-as-part-of-your-digital-marketing-strategy/ | Three Tips For Using OTT Advertising As Part Of Your Digital Marketing Strategy | Three Tips For Using OTT Advertising As Part Of Your Digital Marketing Strategy
We probably don’t need to tell you how much the TV landscape is changing with the rise of cord-cutters and the increase in content being consumed on smart TVs and mobile devices. The data-fueled advances in digital marketing are starting to make traditional TV advertising look like a small step up from spray-and-pray marketing.
For years, the limitations of TV advertising have been brushed off for lack of a better alternative. Sure, you can target a fairly general demographic, but there’s no easy way to determine how well you’ve reached your target audience — much less track your return on investment.
Enter over-the-top (OTT) advertising, the new frontier of the digital TV landscape. You’ve likely heard the buzzword, but what does “over the top” actually mean?
OTT refers to film and TV content delivered via the internet through smart TVs or phones and streaming devices like Roku, Amazon Fire TV and Apple TV. While we’re still in the early days of adoption, many savvy marketers are taking note.
As a digital marketing agency that provides overall marketing campaign strategies to a variety of B2B and B2C companies, we are increasingly weaving OTT advertising into client recommendations based on their target audience and needs. We’ve found that it’s more effective than traditional TV from a targeting perspective and that our ability to hyper-personalize advertisements to the audience is invaluable.
Staggering Statistics
According to eMarketer, OTT service subscriptions are on the rise as traditional TV viewership continues to decline. In 2018, 90.3 million U.S. households subscribed to “pay TV” services like cable or satellite, and that number declined to 86.5 million this year. The number of subscribers is expected to drop to 82.9 million households in 2020.
On the OTT front, there were 170.7 million subscription viewers in 2018, which went up 6.9% to 182.5 million this year. eMarketer estimates that number will grow to 191.5 million in 2020.
Unsurprisingly, streaming platforms are reaping the benefits. Hulu’s ad revenue is expected to climb 25% to $1.82 billion this year. Roku aims to join the billion-dollar club this year, with devices in nearly 30 million households as of February 2019.
This kind of reach has opened a world of opportunity for marketers. Are you ready to capitalize on the possibilities this new channel can afford? Here’s our advice on how to do so.
1. Laser-Focus Your Targeting
What if you could target TV audiences at the same granular level that you can on social media? OTT advertising is starting to bridge that gap.
The first crucial step is to know your audience. Draw heavily on your buyer personas, which hopefully you’ve created. Conduct interviews to determine what type of people are buying your products (age, gender, location, interests, etc.). Audience information is the foundation for successful OTT targeting, so take the time to do your homework.
Segmenting your audience based on their actions and intentions, such as what they browse and purchase on your website, is a highly effective way to target. And collecting data from your customers can be as easy as installing cookies on your website or as sophisticated as asking customers directly about their preferences.
2. Personalize Your Ads
Armed with your personas and other customer data, you’ll know exactly who you’re trying to reach — and with OTT, you have the ability to serve up ads that are tailored to highly specific groups.
Let’s say you’re targeting male millennials with children. You’re probably not going to serve up an ad featuring female retirees, right? Make sure your ads line up as closely as possible with your target audience.
Depending on the type of ad you’re running, this starts with your image or casting choice. Opt for images of people who reflect your target audience’s gender, age, income level or interests to build immediate relatability.
The same advice applies to your ad’s language and tone. Do you talk to your teenage kids the same way you talk to your parents? Probably not. Tailor your tone and wording to connect with your specific target.
3. Take Advantage Of Cross-Channel Retargeting
OTT advertising allows you to retarget through web and mobile traffic to complete the cross-channel marketing loop. You can use device thumbprints, website retargeting and IP targeting to connect TV traffic with online marketing efforts.
Consider the following hypothetical: A man browses new grills on Home Depot’s website on his laptop at home. After a bit of browsing, he closes his computer and turns on the TV, where he chooses a show on his Roku, which uses the same IP address as his computer. Can you guess what ad pops up before his TV show? A Home Depot grill ad.
Inspired, our grill guy hops back on his computer and pulls the trigger on the grill he was eyeballing. And thanks to all of the interconnected data at play, Home Depot knows exactly how to attribute his grill purchase with no guesswork required.
You can get started with cross-channel retargeting by using retargeting pixels on your website, which can help you build and segment audiences to best fit your key performance indicators. To get even more sophisticated with cookies, you can then sort by device and the areas of your website that the user visited to target them with hyper-personalized advertising experiences based on the intent that they’ve demonstrated.
Thanks to OTT, television no longer has to be a medium with wasted spending and no easy direct attribution. The ability to target more precisely and personalize your message for maximum impact means there’s a whole lot less waste.
And OTT isn’t just for big brands. Smaller businesses with more modest budgets can get in the game with highly specific placements that provide maximum exposure.
If you’re ready to see where OTT can take your digital marketing strategy in 2020, don’t skip the most important step: Take the time to define your audiences in as much detail as possible so your tailored ads can connect with viewers in an authentic and impactful way.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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9275057d0eb406d81b759dc56d507088 | https://www.forbes.com/sites/forbesagencycouncil/2019/12/11/how-to-incorporate-mindfulness-into-company-culture/ | How To Incorporate Mindfulness Into Company Culture | How To Incorporate Mindfulness Into Company Culture
Jon Kabat-Zinn defined mindfulness as "awareness that arises through paying attention, on purpose, in the present moment, non-judgementally," and this definition implies that mindfulness can be excellent if applied in the workplace.
There are various advantages of mindfulness, including higher productivity, stress relief and overall improved well-being. While these are individual benefits, they can easily extend to the workplace. Who doesn't want happier, productive and more relaxed employees? Mindfulness can be especially powerful as a group activity and can have a positive effect on a workplace if introduced across the board.
If you're looking to incorporate mindfulness into your workplace, here are some practices to start with and some steps you can take. At my own agency, we hired a leadership development coach who trains leaders to handle change and stress through these practices, and we've been incorporating them daily.
Mindfulness Practices That Can Benefit Your Workplace
Setting Intentions
Setting an intention for the day, week and even long-term is an excellent mindfulness practice to bring into the workplace. This can be as simple as making a to-do list every day, or it can go deeper. You can also set intentions as a company, which helps everyone align and work toward a common goal.
One of the ways we set intentions as a company is by having constant conversations around our "why" and our Golden Circle. If our team knows our deeper purpose as a company, every action they take becomes more purposeful and fits into our greater company goals. On an individual level, I ask each team member to write down their goals (personal or professional) for the next year and share them with me. The act of writing them down helps them put the goals into action, while sharing them allows me to help however I can.
Breathing
There are myriad of breathing exercises that can reduce stress and improve focus and attention. You can do your research and choose a couple of types to incorporate into your company's daily practices. Tactical breathing, for example, is excellent in high-stress situations because it activates the parasympathetic nervous system — basically, it relaxes you.
Grounding/Posture
How we sit/stand has a huge effect on both our mind and body. Encourage employees to be more aware of their posture and practice grounding themselves and sitting up straight. Posture has been shown to positively affect problem-solving and can, therefore, help workers be more efficient.
Refocusing Attention
It's very normal for our attention to wander during the day. However, constant distraction and refocusing can lower productivity; according to a study, it takes 23 minutes and 15 seconds to return to a task after being interrupted. But you can train yourself to lower that time. Employees can take three minutes a day to focus on their breathing, noticing when their mind wanders and bringing their focus back.
Ways To Build Mindfulness Into Work Culture
1. Get everyone on board.
If your team is not willing to explore or even try mindfulness in the workplace, then your efforts will be for nothing. If your office culture is already set up for these practices, then it will be much easier to start. If it isn't, feel out their willingness to explore before you start this process.
An important part of the process will be to take a day or even an hour to introduce mindfulness to your team, its advantages and the ways to practice it. At my agency, we had a leadership coach come speak to us for an hour. He eventually became our full-time leadership development coach, and we completed a Saturday course with him where he taught us breathing and attention exercises. That Saturday changed our team's perspective on mindfulness and everyone fully got on board after that. You can easily find someone like our coach who can come in to speak to your team, and you may even be able to find a retreat or day-long course that you can all take part in as well.
2. Set up space where employees can put mindfulness exercises into practice.
Giving employees a room or space where they can sit alone or together for 10 minutes every day and do their exercises is key to incorporating mindfulness into your daily routine at the office. It doesn't have to be an exclusive space. At my agency, team members gather in the large training room in the morning or find a quiet spot to do the exercises alone.
3. Introduce a one-month challenge to create a habit.
After you've introduced your team to mindfulness practices, challenge them to do a series of breathing and attention exercises every day for a month. They can do the exercises each morning together to keep each other accountable. If habits are created in 21 days, then a month should be more than enough to create a habit of mindfulness.
4. Get new hires on board right away.
It's very important that each new employee is integrated into these mindfulness practices as well. If your workplace is truly committed to mindfulness at the office, then having an onboarding process that includes these practices will be key to keeping them.
My agency recently hired five new people in one week. We knew we wanted them aligned with our culture, so we had them do the Saturday course with our coach. They had similarly fantastic experiences and now understand and engage in our practices even more.
Mindfulness can have many individual and group benefits in the workplace, but these only work if everyone buys into them and incorporates them. We, as leaders, can introduce these practices and set our employees (and ourselves) up for greater well-being and productivity.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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4f928af055b9836e75b3b1109030191e | https://www.forbes.com/sites/forbesagencycouncil/2019/12/12/do-you-own-your-google-ads-account/ | Do You Own Your Google Ads Account? | Do You Own Your Google Ads Account?
Digital marketing tools have become so effective and so powerful that it is absolutely in your interest to leverage these tools, regardless of whether or not you consider yourself a "tech company." Arguably the most powerful digital marketing tool is Google Ads.
That said, finding the time to create and manage Google Ads campaigns can be tricky. Many businesses outsource their Google Ads work (and their online marketing work, as a whole) to third-party organizations. The aim here is to speed up the production of content, work with the right experts and ensure that your digital marketing work gets dedicated attention.
While it's great that these third-party organizations are handling everything, are you seeing what's happening behind the scenes? Often, the answer is "no." When clients reach out to my advertising agency to request an audit for their Google pay per click (PPC) campaign, they often aren't aware of why having control of their Ads account is so critical.
Ultimately, I encourage you to take control of your Google Ads account. Owning your account is more than just having ownership of your marketing program; it is about understanding what is truly going on in your Google Ads strategy. Many factors come into play. If you aren't aware of them, you increase the chances of experiencing poorly-performing campaigns, foregone revenue and massive amounts of frustration.
Why You Should Take Control Of Your Google Ads Account
The following are several reasons why it is important for companies to own their Google Ads accounts. This is especially true even when working with third parties who claim they have your "best interests" in mind when managing your account.
1. Better determine future campaigns.
By taking control of your Google Ads account, you can use the available data to influence future campaigns. While the third-party agency should technically be doing this, for reasons we will describe below, your organization needs to have a good idea of what is and isn't working. A pretty dashboard with high-performing keywords simply isn't good enough.
Since the third party is handling all elements of the company's Google Ads strategy, it often places these businesses in a tough spot. Simply put, they are not able to determine how their current market performance can be improved for the future. They don't have all of the granular data they need to influence their future strategies.
It also means they are unable to make key decisions that can stunt your marketing abilities. They are essentially flying blind and creating future campaigns based on guesswork. And even if they continue working with a third-party agency, they can't come to an independent conclusion on the best way forward.
2. Avoid getting stuck with an underperforming agency.
Expanding on the first reason above, another reason why you should own your own Google Ads account is so you won't get stuck with an underperforming agency.
This is one of the greatest fears about working with a third-party agency to manage your Ads campaigns. While the agency may have had a slick PowerPoint presentation and made grandiose promises at the beginning, you may develop an intuition that you simply aren't getting the appropriate value for your money. You may want to leave the agency, but because you do not control your Ads account, you can't see what is truly going on. In other words, you don't see what is happening under the hood and can't get an audit on performance.
3. Earn higher Google bids.
Finally, another key reason for taking control of your Ads account centers on avoiding key costs down the road. Specifically, we are talking about higher bids for future Ads campaigns.
Many businesses ignore the fact that Google also keeps an eye on each and every Google Ads account. The bottom line? The past performance of your Ads account directly affects the bids you get to make for your newer keywords. As a rule of thumb, the better the performance of your Ads campaigns, the lower your bids are going to be.
This basic truth has some serious ramifications. If you decide to stop working with your third-party agency, you will likely need to make a new Google Ads account. And without your past performance and history, you are going to face higher bids, meaning that you'll be paying more for your campaigns. Your advertising costs will not only have gone up significantly, but you will actually be spending good money to relearn things your old account already has.
You can avoid these higher costs by taking control of your Ads account from the start. Even if you do plan on working with a third-party agency to manage the day-to-day responsibilities, controlling your Ads account can save you from these massive headaches in the future.
Start Taking Control Today
These are only a few of the reasons why it is important for you to create your own Google Ads account and take advertising into your own hands. If you are searching for a digital PPC agency to manage your Google Ads campaigns, keep this advice in mind. If you approach an agency and they are hesitant to give you access or ownership of your account, be especially wary. You will likely want to find another agency that can accommodate your request.
If you are already working with an agency, schedule a meeting about this topic. Explain your concerns about not controlling your Google Ads account and determine if there is a way for you to take back control. Hopefully, your agency will agree. If they don't, you may have to start a new Google Ads account from scratch. The good news is this will be similar to pulling a bandage off — the campaign will heal, and you never have to worry about being in the dark or held hostage again.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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c806bedacec971efbadb4e68bbb0aefc | https://www.forbes.com/sites/forbesagencycouncil/2019/12/12/how-to-take-your-content-to-the-next-level/ | How To Take Your Content To The Next Level | How To Take Your Content To The Next Level
Content is the most important aspect of any online marketing campaign. Every piece of content must have a purpose, along with being discoverable, engaging and produced for a clearly defined audience. Content gains traction — or attracts more eyeballs — when it has all of these elements. However, your content has to facilitate conversions too because revenue generation is the lifeline of any business. So, in this article, I’m going to show you certain areas of focus that can help you to create better content.
Know Your Audience
Who are your customers? Clearly defining your audience is the first step in any marketing endeavor. I’d recommend defining and segmenting your target audience based on their interests or perceived needs. For example, an organization like Audible could segment its audience into two groups: fiction and nonfiction audiobook listeners.
A good way to intricately understand your target audience is to develop buyer personas. These are research-based fictional representations of the audience you want to reach. Each buyer persona should represent a segment from your intended audience. For example, you could have one persona to represent audiobook listeners who like fiction and another for nonfiction listeners.
I recommend including the following details in your buyer personas (though they don't have to be limited to this list):
• Demographic.
• Location.
• Interests.
• Age.
• Gender.
• Income.
• Relationship (married or unmarried).
• Education.
• Career.
Open With A Bang
The beginning of your content is important because that’s how you convince prospects to continue engagement. Your opening should hook the audience or make them want to know more. That means your intro should be mesmerizing. Consider the following tips:
• Use stories to set up the rest of your content.
• Quote relevant and impactful people (e.g., reciting a meaningful sentence from Warren Buffett).
• Pose questions and provide the answers.
• Use curiosity to keep the reader engaged — in other words, evoke suspense.
• Directly state the benefit that your content is going to provide the target audience.
• Use humor to make people laugh.
Spend More Time On The Title
The title of your content is crucial because it’s the first thing people see. Think of the last time you performed a Google search or scrolled through the emails in your inbox. You most likely looked at the titles before deciding whether to open or click through to the content. A great title can grab the attention of the audience and improve the click-through rate (CTR).
Worth noting is that your title isn’t finished until the content is complete. In other words, the process of creating your title is a long one that shouldn’t end after deciding on a topic. Instead, I’d recommend revisiting your title and improving it after the content is complete. This way, you can better reflect the overall theme of the content in its title.
Here are some tips for creating titles:
• Include numbers. People tend to respond well with numbers. This is probably because they immediately know what to expect (e.g., "9 Social Media Campaign Ideas For You To Try").
• Lure the audience with statistics (e.g., "31 Shocking Sales Statistics That Will Change The Way You Sell").
• Use curiosity (e.g., "Branding In The Digital Age Is About One Thing").
• Don’t mislead the audience, because it only hurts your credibility.
Provide Real Value
Think of what you want the audience to gain from engaging with your content before producing anything. You shouldn’t be producing content just to have something for the target audience. Instead, focus on being of value. Aim to create memorable moments by consistently providing your audience with high-quality content that impacts their lives. Sometimes it may take you a month or more to release content, and that’s fine if it’s valuable to the target audience.
Use Visuals
Images and videos can keep people engaged with your brand for longer periods. Also, many search engines and other platforms index visuals from the web. That means you can leverage them for promotion (e.g., Bing images, Google video/image search, etc.). Furthermore, I recommend paying more attention to the visuals you use. Use visuals that lend to the content by conveying something meaningful or that evoke emotion.
Content Structure
Whether video or text, content structure is very important. A bad content structure can turn viewers/readers off. The content structure should be simple and easy to follow. For example, you can shorten paragraphs for text-based content to improve readability. Also, every piece of content should have an intro, hook, body and outro.
• Intro: This should frame the problem and let the audience know there’s a solution.
• Hook: This is something that the viewer cares enough about to stick around until the end of your content (e.g., "this solution increased our revenue by 400%"). Ideally, the hook should be present at the beginning of your content.
• Body: This is the bulk of your content (ideas, solutions, etc.).
• Outro: Communicate your final thoughts, and tell the audience what to do next with a call to action (CTA).
Be Strategic
You have to think about content creation strategically. Publishing content with no direction and purpose is a waste of resources. There’s no value in producing and sharing content that won’t engage an audience. I have no doubt that the tips discussed here can help you improve your content. Good luck!
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5808182753dbfc7a3e926c074ed81a77 | https://www.forbes.com/sites/forbesagencycouncil/2019/12/13/why-you-may-want-to-tear-down-that-monument/ | Why You May Want To Tear Down That Monument | Why You May Want To Tear Down That Monument
By 1933, the precursor to the United Nations, the League of Nations, was considered largely defunct. In 1937, it moved into a lavish new headquarters called the Palace of Nations.
Since the end of the Cold War, NATO (the North Atlantic Treaty Organization) has struggled with an identity crisis. In 2018, it moved operations into a massive new headquarters in Belgium.
In 2016, Lego celebrated its largest sales year in its history by announcing a new, state-of-the-art headquarters. The next year, sales dropped 8% and Lego announced 1,400 layoffs.
What is going on? Why do organizations often build incredible structures as they decline? This strange phenomenon was actually first noted by British naval historian Cyril Northcote Parkinson. He called the phenomenon "Parkinson's Law of Buildings."
Parkinson's Law states that "…a perfection of planned layout is achieved only by institutions on the point of collapse… Perfection of planning is a symptom of decay. During a period of exciting discovery or progress there is not time to plan the perfect headquarters. The time for that comes later, when all the important work has been done."
If Parkinson is correct, leaders don't have the time to build perfect headquarters until they believe they have already solved all of their difficult problems. This suggests an uncomfortable reality: The moment a company begins building a monument to itself might be the moment it is nearing irrelevance.
Monuments
All companies navigate a sequence of industry phases my firm calls the Disruption Cycle®, moving from Acceleration and Maturation at the beginning of the cycle to Saturation and Commoditization at the end. According to our extensive research, companies tend to build monuments to themselves during the Saturation phase.
This phase is marked by slowing growth and a dramatic shift in the company's focus from customers' wants to internal needs. It also correlates with a decrease in alignment among leadership and a loss of focus in the marketplace.
The monuments companies build during this phase take many forms, from seeking accolades and awards to lobbying for industry regulations and planning the perfect headquarters. These monuments to self often mean one thing: Decline is near.
Milestones
Juxtapose monuments with milestones. The term "milestone" originated from the Roman custom of marking every mile on a road with a stone. Whereas a monument looks to the past, a milestone marks the present. As monuments look inward, milestones evidence progress toward the future. And where monuments are a sign of death, milestones assume life.
What monuments have you built in your business? Could one be the building you're sitting in, an award sitting behind your desk or a new industry regulation you asked your lobbyist to pursue? Consider what your monuments mean and whether they are a healthy reminder of the past or a sign of decay. And if you realize you built a monument to yourself, consider tearing it down before it tears you down.
Instead, focus on milestones that demonstrate that while the job is never done, your team is making progress every day. Fight the urge to turn inward that tempts every company in the Saturation and Commoditization phases. And always act as if today were the first day you opened your doors — when you had everything to prove and nothing to show for it.
It's interesting that just as Apple celebrated the largest market valuation in human history in 2017, it was entering a beautiful and perfectly planned new headquarters. Perhaps it should come as no surprise that, at the time, Apple began facing shrinking demand for its core product line and began chasing new revenue streams.
Parkinson's law, anyone?
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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971fbcaa251ad87957ab2275a930a6e2 | https://www.forbes.com/sites/forbesagencycouncil/2019/12/27/the-importance-of-brand-reputation-20-years-to-build-five-minutes-to-ruin/?sh=24133bd62e69 | The Importance Of Brand Reputation: 20 Years To Build, Five Minutes To Ruin | The Importance Of Brand Reputation: 20 Years To Build, Five Minutes To Ruin
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The ICCO recently published its World PR Report 2020, detailing the views of public relations companies for the forthcoming year. It's a weighty document, well researched and authoritative. To give a sense of the scale, it draws on responses from 3,000 agency heads operating in the ICCO’s 41 member associations. As chairman, strategic and executive head of my company, this is the sort of thing I have to find time to read.
For me, the stand-out finding was that reputation, the core mission of my business, is consistently ranked by corporate leaders as their most valuable asset. More than that, it is expected to be a key area of growth over the next five years. The appetite for reputation management and advice seems limitless, stemming from two impulses:
1. Proactive: seeking to project a positive image of a person, brand or enterprise.
2. Reactive: fearing a sudden crisis or media disaster which will rock the company boat severely.
We deal with both of these issues, but I’m very glad to say the overwhelming majority of our business is in positive, proactive, constructive reputation management. Clients come to us because they have an idea of what they want to be, how they want to be perceived and what influence they want to have. It's a satisfying challenge.
So, why is reputation so important? Why does it assume an importance as great as the bottom line, in a world in which we imagine corporations as amoral, grasping, faintly sinister entities, out solely to enrich their leadership and shareholders? What do the feelings of others, many of them not even customers, matter to them? There are two parts to this: one simple — that reputation matters to the bottom line — and the other more textured — that a brand's image is linked to its underlying purpose. I’ll try to explore them both, based on my experience as an entrepreneur and a PR professional.
Elizabeth Arden coined the phrase, "Repetition makes reputation, and reputation makes customers," and I believe she was completely right. When consumers make a conscious (or unconscious) choice between brands, for example, they are affected by a whole nexus of influences which can be broadly summarized as "reputation." Someone buying a car may choose a manufacturer with a record of reliability. A perfume buyer might opt for a brand with an image redolent of luxury and elegance. A person looking to purchase electronic devices may make a decision based on an image of stylish design and efficient functionality.
We can all think of examples: Apple has traded on the looks and youth appeal of its goods for decades; Chanel has a hard-wired reputation as the epitome of Gallic chic, and Audi’s ubiquitous "Vorsprung durch Technik" slogan has served the Ingolstadt automaker’s marketing well for nearly 40 years. Bluntly, reputation is a major contributor to sales and, therefore, profit. According to the World Economic Forum, a quarter of a company’s market value can be directly related to its reputation, and 87% of executives think that reputational challenges are more important than other strategic risks. That’s not something you can ignore.
The importance of reputation is growing, too. Online reviews are now a key part of a brand’s business model. Nearly 40% of consumers have come to distrust traditional advertising — think about that for a moment, and consider how much is still spent in corporate marketing departments — but a majority will take online peer reviews in good faith as somehow infinitely more reliable and authentic, more "real."
Moreover, customers are increasingly seeking social awareness in the brands they purchase or the companies from which they obtain services. Millennials are strongly characterized in this way. For example, many (especially younger) consumers are highly conscious of sustainability and ecological concerns. The use of palm oil in confectionary is now a toxic association, as Nestlé discovered when Greenpeace parodied an ad for Kit Kats. BP is now promoting a low-carbon future to offset the optics of its trade in fossil fuels, and more recently the scale of the problem of nonrecycled plastics has dominated the news agenda. To attract the lucrative younger demographic and groom them as lasting customers, brands must present a green face to the world.
This represents a wider issue of simply "bad publicity" or "good publicity." The ICCO’s report reveals that the dynamism in corporate strategy is now coming from purpose. What is a company for? What are its values? The plain answer of profit is no longer enough; indeed, it starts to look rather outdated. Uber, for example, has had a huge effect on the urban landscape in the last 10 years, genuinely revolutionizing the way in which we travel, but it is a loss-making enterprise, and when it launched its IPO earlier this year, it admitted that it may never be profitable.
Purpose seems to be the defining characteristic of the future of business. The CEO of JPMorgan, Jamie Dimon, in his annual letter to shareholders this April, talked not about the cold figures of the bottom line, but of the bank taking "advocacy to the next level" and devoting its energies to causes like education, immigration and tax reform. The Ford Motor Company, inspired by Henry’s vision back in the early 1900s, has cast itself as a leading force in changing how the world moves, ploughing money into autonomous driving technology and the development of digital tools. Purpose first, bolstered by reputation; then profit.
So I return to where I began. The management of reputation and its contribution to the success of businesses is now the key factor being discussed in boardrooms and C-suites. That’s good news for the industry, but it presents us with some challenges, too: we need to be proactive, creative, alert to trends in public opinion, and mindful of squaring the circle of virtue and profit. It’s not easy, but then, few satisfying things ever are. It’s multilayered and intricately woven, requires deep and original thought, and asks a dozen questions for every one that it answers — and I can’t wait.
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c752fae86e07d2380b208352a7f0a539 | https://www.forbes.com/sites/forbesagencycouncil/2020/01/02/four-dos-and-donts-for-hiring-remote-software-developers/ | Four Do's And Don'ts For Hiring Remote Software Developers | Four Do's And Don'ts For Hiring Remote Software Developers
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Growing the technical resources at your company through outsourcing? You’re not alone. Outsourcing and IT staff augmentation continue to offer companies a fast and easy route to building their software development muscle. Beyond a cost-effective outlet for saving money and improving performance, however, "disruptive outsourcing" has transformed into an instrument for innovation and competitive advantage, according to Deloitte's U.S. 2018 Global Outsourcing Survey.
As a cofounder of an outsourcing software development company, I recommend keeping these key do’s and don’ts in mind when conducting your next interview for a remote software developer:
Do ask about initiative.
Remote employees need to be self-starters. They won’t have someone looking over their shoulder each moment and keeping them on task or delegating every detail. Make sure that you inquire about how the candidate organizes their work, manages their time, communicates, takes initiative and deals with roadblocks (or challenging clients) when they encounter them. Ask them to give you a real-life example of where they have done this, or role-play a scenario where they are on your engineering team and dealing with someone who disagrees with a decision they made.
Don’t 'lead the witness.'
Try not to give your interviewee the answer you are looking for within your question. For example, you may be inclined to describe what your team needs before you ask a question (i.e., “We’re looking for a self-starter who can tackle new tasks without much direction. Does that sound like you?"). Instead, ask your interviewee about experiences where they have led the charge and exemplified independent work.
Do conduct skills-based tests and code reviews.
In addition to covering the languages, frameworks and tools your interviewee already knows, be prepared to put their knowledge to the test. Share a specific scenario related to writing code, and ask your interviewee to pseudo-code an approach to solving the problem.
Initiate a dialogue with questions like, "How would you handle this challenge?" and "What questions would you have in a review of this code?" Since you cannot "whiteboard" a problem easily when your candidate is in a different location, make use of online tools like a shared text editor that both parties can view on their screens. This type of skills challenge lets you see how your potential candidate deconstructs a problem, understands code and communicates their ideas.
Pro tip: If your hiring budget allows, give your top candidate a small, paid project to complete — think 8-16 hours at a maximum. Ask for their hourly rate, and agree upon a total price. Clearly define the requirements, and lay out what your expectations are for a final product. Ask them to illustrate for you along the way (either via email, screen capture video or project management/ticketing apps) the approach and process they implement to find a solution — from their selection of framework to their workflows and so on.
Don’t stick to a script.
As the hiring party, you’ll have a relatively good idea of your candidate’s level of expertise based on their resume and previous job experience. Avoid putting a candidate on the spot by requiring them to precisely recall language style and syntax when coding during a skills test. If they have difficulty understanding the problem, be prepared to reframe or move on. You may ask things in a way that did not compute for them at first, or they may be nervous about messing up. When in doubt, have backup questions and programming exercises of varying lengths of time and difficulty levels prepared.
Do think about the 'team' fit.
Do you have more individuals on your team or a group that embraces frequent collaboration? Do you feel your candidate will fit in with your remote team, or will they need help to adjust? For example, if your interviewee says that they like working in silence and prefer scheduled meetings, they might not do as well with frequent interruptions from other team members who like to call out of the blue to collaborate.
Don’t overlook diversity.
Remember, just because someone has a different style of working doesn’t mean they can’t add value and perspective to your team. Ultimately, you want to set expectations for team members and help them work together toward common project milestones (without getting bogged down in personal disputes or frequent complaints to management).
Do check in with their references.
If the proof is in the pudding, consider a good reference a gourmet souffle. Confirming a candidate’s capabilities and their experience and achievements goes beyond what’s on paper and what happens in an interview. Remember, however, almost all of the references they give you are going to be from people that the candidate would love for you to call.
Pro tip: Ask your candidate to give you a reference from the job they had before their current job, no matter what it was. For freelancers, ask for their second most recent client. This way, there is no issue with their current workplace knowing they are interviewing elsewhere, and you can gauge their comfort by whether they answer your request or come up with an excuse.
Don’t assume one poor client experience is reflective of all their work.
While multiple poor client experiences can certainly be a red flag, occasionally a company and an employee don’t mesh. That doesn’t necessarily mean they won’t be a fit as a remote member of your own team. If you have a one-off bad report amid a sea of glowing recommendations, ask your candidate about their experience with a client who did not agree with their approach. How did they navigate the situation, and what lessons did they learn?
A final rule of thumb you might find helpful is to ask your interviewee what they have learned about your company so far and what questions they may have for you. If they bring up specific projects or ask more about your company’s story and beginnings, you know they have done their research and have a vested interest in working for you.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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21d01d35699f4d21d1fc01ba907107e0 | https://www.forbes.com/sites/forbesagencycouncil/2020/01/02/nine-things-to-know-about-google-analytics/ | Nine Things To Know About Google Analytics | Nine Things To Know About Google Analytics
Of all the business analytics tools used today, the most popular one is Google Analytics, which is a data-tracking tool offered by Google. If you're a business owner looking to optimize and better understand how visitors use your website, here are some things you should know about Google Analytics and how to make it work for your business.
1. Google Analytics is free.
There are no subscription or monthly fees for the standard version. More features are included with the paid version, but they really aren't necessary for running a small business. When your business has grown, you can simply upgrade when you have more resources available.
2. It's easy to set up.
There's minimal technical know-how involved to get started. You just sign in with an existing Google account and follow the instructions. You will be asked to provide basic information, such as your website and domain name. Lastly, you will need to add a tracking code to your website's code for Google Analytics to start capturing data.
3. There are five reporting options.
The ABCs of Google Analytics include Audience, Behavior and Conversions. These reports provide an overview of who your visitors are, what they do on your site, and what activities they complete. The other two reports are Real-Time and Acquisition, which show real-time activity on the website, as well as how traffic reaches it.
The Audience report allows you to confirm and/or discover how well your marketing is working from different standpoints. The report can confirm if visitors are coming to your website from a specific location you are marketing to, or help you make further discoveries about new locations to put forth efforts toward. Also, if the goal of your website is to have repeat visitors, data within these reports can confirm the percentage of returning visitors to your website as a key performance indicator (KPI).
4. Google Analytics helps improve website usability.
With data on user behavior, you can better understand how visitors use your website. For example, you can identify the types of content potential customers look for, as well as gain insight into how they navigate your site and the pages from which visitors exit. All of this information can help you modify website navigation and improve overall site performance.
A hypothetical data point that can be used to make a website usability decision would be the bounce rate of entrance pages into the website for core content (not blogs). If the bounce rate for these entrance pages is above 70%, has a low average session duration and results in no conversions for the session, that can be an indication the page is not properly engaging a visitor to explore the website further and ultimately result in an outreach conversion.
5. It identifies devices used to access websites.
GA also gathers data regarding the types of devices used to access your website. If the data shows that many of your visitors use mobile devices to reach your site, take steps to ensure that it is mobile-responsive and user-friendly.
6. Google Analytics can help to optimize online campaigns.
GA tracks information about the location, profile and behavior of your visitors. Such data can help identify your user segment, which enables you to modify your content marketing, promotions and offers to match your target market.
Segments can be used to home in on specific traffic sessions that resulted in a conversion or other KPI metrics. As a result, you can reverse-engineer this data to see what traffic mediums or locations most commonly occur for conversions and leverage those data points. For example, you may want to initially cast a wide net with different types of paid advertisements, but you can later determine which mediums perform best. Then you can cut ties or reduce spending with the channels that are unsuccessful and put more spending toward the paid channels that work.
7. Google Analytics has a campaign tracking feature.
Google Analytics shows how your marketing efforts are working. You can identify how your emails, social media messages or paid ad placements are performing. It enables you to measure campaigns and identify those that actually convert to customer engagement.
8. It can help you understand your target audience.
The tool provides user-specific information including their age, gender, location and even interests. By understanding who your target audience is, you can determine what type of content or product lists should be featured on your site.
This user-specific information in GA can help you create personas for your website and marketing. For example, if the majority of visitors coming to your website are females between the ages of 55-64, a designer could optimize the site experience in the future to have a softer touch, use certain graphics that appeal more to women and make sure usability is at the forefront for an older population. The same could be said from a content generation perspective and what topics might resonate with certain audiences and ages.
9. Other Google products can be integrated with Google Analytics.
Google Analytics has an easily usable interface where you can integrate other tools and platforms, such as Google Adwords and the Google Search Console.
The integration of Google Adwords and Search Console simply allows you to have all your marketing data in one central location within GA. For example, GA by default doesn't include much information regarding the queries that send traffic to your site. But when integrating Google Search Console, that supporting information can be readily available, which includes clicks, impressions, CTR and average position. Overall, this helps you streamline account reviews and be more efficient with your time.
A Great Tool For Business Growth
Google Analytics offers plenty of benefits to businesses. We hope this information helps you gain further insight into its additional features — it can help take your analysis and usage to the next level to make more actionable decisions to help with your website and marketing.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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176e853ec8a63c9160ee83fcd24f0248 | https://www.forbes.com/sites/forbesagencycouncil/2020/01/03/10-essential-things-companies-need-to-do-when-rebranding-after-a-pr-disaster/?sh=2f4bc58026aa | 10 Essential Things Companies Need To Do When Rebranding After A PR Disaster | 10 Essential Things Companies Need To Do When Rebranding After A PR Disaster
Public relations disasters are inescapable in today's world. The ease of interaction with brands, along with the widespread coverage of social media, means that public relations disasters can become raging fires before the company has a chance to put them out.
To prevent a crisis from degenerating into a truly devastating event, a company needs to know how to reinvent itself from the ashes of a significant PR fallout. To guide companies that have found themselves walking this road, 10 experts from Forbes Agency Council examine the steps a company ought to take when it considers rebranding itself after a public relations debacle.
Members share their best tips for reclaiming your brand image after a PR crisis. Photos courtesy of the individual members
1. Pinpoint The Cause And Fix It
In scrambling to get through a PR crisis, many companies neglect to fix what caused it in the first place. If it’s just a name change, a rebrand won’t solve the problem or convince consumers, especially today when things live online forever. Businesses must communicate clearly how they’re doing things differently so that a similar situation never happens again. Only then will they regain trust. - Michael Gordon, Group Gordon Inc
2. Be Honest About What Caused The Crisis
Post-crisis, it is important for the management team to be honest with itself about how the crisis happened. Crises are not the result of poor PR; they are the result of poor management. To recover, adopt a mindset of putting the customer first and create transparency around all decisions, even tough ones. If you are forthright with your stakeholders, they will cut you slack when mistakes happen. - Robert Finlayson, Zeno Group
3. Have Genuine Empathy For Your Consumers
If a business has been around for generations, it's not as easy to do a quick rebrand. To manage risk during a PR crisis it's important to have genuine empathy with your customers so you can deliver a human reaction and response. Transparent communication in wrongdoings and an acceptance to take responsibility for the actions needed moving forward can help a brand fail forward gracefully. - Jenna Ahern, Guardian Owl Digital
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Focus On The Consumer
If you are facing a major PR crisis, focus on the consumer. Their satisfaction should be your priority. People can forgive a brand almost everything if they are loyal to it, and the best way to build loyalty is by offering relevant products or services. I can think of at least five major scandals around Apple, but people still buy their products because the brand is relevant for them. - Solomon Thimothy, OneIMS
5. Be Authentic
One thing to keep in mind is that the companies that handle a crisis well -- by showing appropriate amounts of care and concern, proactively addressing real issues and communicating honestly and effectively -- can usually recover. Sometimes they even end up in a better place than they started. Be authentic. - Matt Doud, Planit
6. Rediscover Your Identity
The most important thing to do in the face of a PR crisis is to respond quickly and appropriately with action that aims to regain public trust in your brand. Many brands try to get through the crisis as quickly as possible. Instead, use it as an opportunity to reconnect with your core values and remind the public of who you are. Then take action to align your messaging and operations around them. - Mary Ann O'Brien, OBI Creative
7. Communicate Transparently
A crisis doesn't mean that you need to rebrand. Don't try to hide from the past. You do need to restore credibility, so proactively communicate in an authentic way with your most credible spokesperson. Explain what happened, what actions you are taking to prevent it from happening again and show empathy to those impacted. Then take action to right your wrongs. That speaks louder than words. - Jim Heininger, The Rebranding Experts
8. Reestablish Trust First
Loss of trust is the biggest consequence for any company. It’s incredibly important to reach out to your audience, take responsibility for your actions, apologize and nurture empathy. Show them why they trusted you in the first place. Listen to their concerns and create a positive feedback loop. - Ashar Jamil, Digitally Up
9. Be Internally-Focused First
A brand is the essence of your organization and encompasses communications, operations and culture. If the worst case scenario happens and rebranding is the best course of action, launch the new brand internally first. All employees and key stakeholders should be able to communicate the “why” behind the rebrand so they can fully embrace the change and be ambassadors for the new brand. - Patricia Rioux, Team ODEA
10. Reconnect, Don't Rebrand
You don't own your brand; today, you manage it. In most cases, it's the goodwill a well-managed brand has before a crisis that helps it through. Making a drastic change or "redo" on the brand can be seen as inauthentic and cause greater mistrust. Leaders need to consider addressing whether their brand was "true" before the crisis. If so, there's no need to rebrand, just re-engage and build trust. - Bo Bothe, BrandExtract, LLC
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db760bf8f2b268635a5399181c686368 | https://www.forbes.com/sites/forbesagencycouncil/2020/01/03/five-social-media-marketing-mistakes-you-must-avoid/ | Five Social Media Marketing Mistakes You Must Avoid | Five Social Media Marketing Mistakes You Must Avoid
PHOTO Getty
Social media marketing is a strategy employed by many companies. One of the biggest complaints I hear from businesses is that they're not having much success on social media. The thing is that certain social media marketing mistakes can cause brands to fail. I'll be addressing several issues that may be impacting your social media efforts in this article.
Are you making any of the following mistakes?
1. Posting Without A Clear Strategy
Many organizations struggle with focus when they first start using social media marketing for business. There are two problems with posting without a clear strategy. First, your results will always reflect the quality of the content you publish on social media. Publishing sub-par content to hit a quantity target will often lead to inadequate results. I'd recommend asking the following questions before posting any content on social media:
• Is this of any interest to our target customer?
• Is this useful or of value to the consumer?
• Why should the target audience care?
Secondly, people generally have an innate ability for detecting inauthenticity. So, if your content isn't well-thought-out, your business could come off as an organization that doesn't care about what it shares with others. This isn't good because it can destroy trust, which is a very important aspect of a business.
2. Being Overly Promotional
Companies can turn people off or make them less interested in their content by being too promotional. The reason for this is because consumers are on social media for what they want. So very few want to pay attention to what you want. The way you turn this around is by building trust. Constantly selling to your target audience comes off as selfish, not trustworthy — even though they may need your product.
Instead, focus on building a relationship with your target audience. The best way to do this is by being helpful and genuine. The former involves sharing valuable content that may or might not benefit your business and engaging with the audience regularly. The latter involves being true about wanting to make a difference. You have to give freely without expectation. All of this can help you connect and build trust with your target audience.
However, I'm not suggesting that you don't promote on social media. Rather, limit the number of promotional posts. One promotional content for every four social media posts works for some companies, but your business may need a different ratio. I recommend testing the audience's response.
3. Acting Like A Robot
Some businesses follow their social media calendars on a very strict basis. However, social media marketing isn't something that should be rigid. There should be room for creativity and inspiration. For example, you don't have to always share a blog post from your website every Wednesday because the social media calendar notes so. Staff should be able to share something else if it makes more sense.
A social media calendar should serve as a way to keep going instead of a be-all and end-all. Your calendar helps you on those days where creativity and inspiration are absent. Furthermore, your social media calendar should be ever-changing based on outcomes. Sticking to post ideas even when they aren't yielding results is a waste of resources. I recommend making adjustments to the plan as you receive feedback from data (e.g., the rate of engagement, views, likes, etc.). Don't be a robot.
4. Not Investing In Your Greatest Online Asset
You've probably seen companies on directories like Yelp that use a social media page as their website. These organizations don't own a website and have chosen to use other platforms instead of investing in one. However, this is a huge mistake. The problem with relying on external platforms is that you have no control. The website may shut down, or they can decide to impose fees, restrict your capabilities and more.
Also, companies usually sacrifice branding possibilities on social platforms. Your business can only do what the social networks permit. I recommend using social media to boost traffic to your website — a platform you control. Use social networks to capture the attention of the target audience and attract them to your site or related business asset (e.g., email list).
5. Not Being Consistent
Every company should be consistent with their brand presence on social media. That means keeping brand assets in line with your style guide and avoid breaking promises. For instance, stick to it if you promised to share a new article from your website every day. Similarly, colors used with imagery should be in line with brand colors. From the tone of voice to font choice to post frequency and others, maintain consistency in everything involving your brand. This way, you'll be noticed and remembered.
Social Media Marketing Mistakes Can Be Corrected
Mistakes are a part of business and life in general, so you can probably correct course even if your company is making some of the aforementioned social media marketing mistakes. Remember to keep your content authentic, be less promotional and be more focused on the audience. Don't follow your social media calendar too strictly, invest in your website and be consistent. Lastly, the original purpose of social media is to connect people and foster engagement. Remember that, and good luck.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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7394ffbde3dcf568c5c57bfa1363b6fd | https://www.forbes.com/sites/forbesagencycouncil/2020/01/03/how-brands-can-redefine-the-cannabis-industry-through-smart-packaging/?sh=5dde96021c6e | How Brands Can Redefine The Cannabis Industry Through Smart Packaging | How Brands Can Redefine The Cannabis Industry Through Smart Packaging
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The explosive growth of the legal cannabis industry has created a marketplace that can be overwhelming to the average consumer. It often feels like there is a new brand or product being launched every day that addresses a niche demand, making the space feel convoluted and hard to navigate. Modern-day cannabis brands are working overtime to change that. As a seasoned public relations executive that represents over 40 clients in the regulated cannabis space, I have seen how transparent and education-focused brands have been able to outlast regulatory scrutiny through smart packaging decisions.
Historically, the cannabis industry has had its own vernacular, often whimsical and sophomoric, compared to categories adult consumers typically encounter. Brands in the legal space are looking to reinvent the dialogue and consumer relationship around their products by changing the way consumers perceive the product right from first glance, using sophisticated, transparent and educational packaging methods to guide consumers' buying decisions.
Changing The Stigma
Traditional names for cannabis strains centered around non-descriptive slang terms, such as Sour Diesel, Cat Piss or Girl Scout Cookies, are tied to stigmas associated with stoner culture and the illicit market. While these names are established and recognizable to experienced cannabis consumers, they may be confusing for newcomers and alienate audiences that are curious but still wary of engaging with the regulated market.
Brands aiming to break the mold and reach entirely new demographics should create products that would appear attractive even on the shelf of a pharmacy or cosmetics store. Framing a product as a health supplement or luxury product is ideal for reaching more sophisticated customer bases.
For example, California-based Canndescent, one of our clients, left behind intimidating strain names in favor of moods and feelings such as Calm, Cruise, Create, Connect and Charge. The brand's flower products are elegantly stored in high-quality glass jars and packaged in a distinctive Hermès-like orange box.
Driving Product Transparency
Overcoming the stoner stigma has been one challenge. But gaining consumer trust has been another challenge area for brands. Recent news about hospitalizations from underground products has created increased concerns about the overall safety of cannabis products.
One way legal brands can mitigate these concerns is through fostering transparency by clearly printing ingredients, product details and lab testing information on product packaging. If you want to take that a step further, one of our clients even includes the lab name and processing facility on the back of each package and provides additional lab and safety results on their website, and another cannabis wellness company provides a search option on its website, where customers can input the product batch number printed on the label to look up third-party testing results.
Responsible packaging practices can not only prevent future crises but also position brands as industry leaders in safety and compliance. By proactively offering product and testing information, brands can send a message that they take consumer health and product quality seriously.
Using Technology To Empower Consumers
Leveraging smart packaging technology to boost customer confidence is the future of cannabis transparency. In an age where the majority of consumers have smartphones and expect an unlimited amount of information at their fingertips, embracing smart packaging innovations is an impressive way to stay competitive and give more agency to potential consumers.
For example, while there are a few cannabis review sites available, consumers often have to spend a considerable amount of time visiting different sites and comparing pages of product reviews, which may not be practical when they are already in a dispensary with people waiting behind them for service. Additionally, some consumers may receive cannabis products as gifts from friends with no way to ensure what they have isn't a counterfeit item. Brands can circumvent these obstacles by utilizing smart packaging.
QR codes and NFC tags incorporated into packaging allows consumers to simply open up the camera on their smartphone, scan a QR code and get information regarding potency, dosage, user reviews and lab-direct test results. NFC tags can also be programed to show if items have been opened or tampered with and can verify the authenticity of a product, which is a critical asset when the illicit market makes thousands of counterfeit items every year.
Packaging real-estate is already taken up in large part by regulatory language. Intelligent packaging solutions like QR codes and NFC tags are a streamlined way to provide consumers information on the go. Of course, they're not the only way companies can get their information out there. Packaging inserts, websites and in-store displays are other ways brands can educate consumers.
Responsible and educational product packaging that appeals to various adult segments is the best way to make a positive first impression in a saturated cannabis market. Consumers are more likely to engage with a product if they know they are getting a safe and high-quality product that will give them a positive experience.
Naming strains after effects, proactively providing product and testing information, and incorporating technology to better inform customers take the guesswork out of an overwhelming purchasing experience. As the industry continues to become legal and more widely accepted in mainstream culture, the companies that create strong and transparent connections with their customers will lead the industry.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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c5abc38bf8e58d34130ba14bf2d1ddb0 | https://www.forbes.com/sites/forbesagencycouncil/2020/01/03/how-to-turn-your-business-goals-into-a-strong-social-media-strategy/ | How To Turn Your Business Goals Into A Strong Social Media Strategy | How To Turn Your Business Goals Into A Strong Social Media Strategy
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Surprisingly, many businesses and brands operate their social media programs without strong strategies. In many cases, their "strategy" centers around putting out content on social media that they think their target audience will like. The result is often significant effort and dollars invested, but with questionable ROI and no clear link back to business results that company leadership is looking for.
To develop a strong social media strategy and a program that aligns with that strategy, the first step is to outline your top-priority business or brand goals. An example of a business goal could be revenue growth, which you may have then determined would be done through a strategy of acquiring new customers or launching a new product line. Other business goals could be improving profitability, increasing market share, improving customer experience and retention, improving sustainability and reducing environmental footprint, or better retaining employees, among others.
Translating Business Or Brand Goals Into Social Media Goals
With your business goals clearly laid out, the next step is to determine if and how those goals can be supported by your social media strategy. For some goals, there may be a clear and direct connection, while for others, social media may play a limited role in achieving the goal.
For each business goal listed, develop the related social media goal or goals. For example, the business goal of growing sales and revenues can be translated into a social media goal by breaking down the steps that would be needed to grow sales and revenues. Start by diving into how the growth of sales will be realized. Is the product or brand already well-known? Is the primary driver of revenue growth going to be increasing repeat sales and the lifetime value of existing customers through new product introductions and capturing more share of the customers’ wallets? Or is there a brand awareness issue that needs to be addressed first, introducing the brand to a targeted set of customers who would become happy customers if they only knew about the brand and its products or services?
The social media goals will then be things like:
1. Increase brand awareness.
2. Educate prospective customers (about product/service benefits and value).
3. Increase sales directly and indirectly.
4. Communicate sustainability accomplishments.
Setting Key Performance Indicators (KPIs)
Another important element of an effective goal-aligned social media program is KPIs and targets. For each social media goal, identify the most important leading indicator metrics, as well as backward-looking performance-oriented metrics. This should form the set of metrics you look at on an ongoing basis to determine the success of your program in driving to your goals. Targets can be set based on a combination of the metrics required to achieve business goals, a realistic progression from current/recent performance and industry-specific benchmarks.
Developing Social Media Strategy Under Your Goals
With clarity on how social media can help contribute to your business goals, it’s time to develop the social media strategy and underlying program that will drive to these goals.
For example, if one of your goals is growing market share and there is currently limited awareness of the brand, a targeted advertising program on several social media channels would need to be designed to address "top of funnel" brand awareness, "middle of funnel" education and engagement and "bottom of funnel" drive to purchase. The content and ad types need to be carefully tailored to each stage of the funnel to get the best possible results.
Your social media ad program and organic program can both play a role in acquiring new customers and retaining existing ones, among other objectives, assuming a clear strategy and plan is put in place to effectively do so. This starts with selecting the right social media channels, based on your target audience, followed by identifying how each channel’s organic and paid advertising programs can drive to each of your specific goals through content and tactics.
Don’t Miss The Less Obvious Connections
For revenue-related goals, like top-line growth, increasing market share, and improving customer retention and lifetime value, social media is an obvious potential driver of growth. But don’t overlook opportunities to use your social media program to drive to your other business goals.
For example, if your goal is to improve customer experience, one element of which is customer service, think about how your social media program can help. How are your response times on customer complaints or questions on social media? Are customers getting the attention and care they are looking for, and do they feel like they are heard and valued? Are there new customer service channels you should launch that could better serve certain segments of your audience? For instance, some younger audiences may prefer a Facebook Messenger conversation to get important information or quickly resolve a potential issue and will almost never call in to a customer service phone line. Are you taking advantage of automated chatbots to resolve frequently asked questions or to help guide customers through the buying or service process?
There may be other goals that don’t seem to have any initial connection to the social media program or its goals, yet with a closer look, there may be ways to use social media to make an impact. For example, if your company is launching a corporate responsibility or sustainability program because it knows its customers and employees care about these issues, an authentic and creatively designed social media campaign to share successes and the behind-the-scenes journey could be a great way to ensure the efforts are made known and valued.
In summary, a methodical and thorough approach to designing your social media program can help you see the results you are looking for and clearly demonstrate the impact your program is having on business and brand goals.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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194c010fb6c274873248140d314318f7 | https://www.forbes.com/sites/forbesagencycouncil/2020/01/07/practical-personalization-how-to-connect-with-your-customers-in-a-way-that-resonates/ | Practical Personalization: How To Connect With Your Customers In A Way That Resonates | Practical Personalization: How To Connect With Your Customers In A Way That Resonates
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Personalized messaging is all the rage in marketing these days. In fact, tailored communication is no longer just appreciated by customers; it’s expected.
According to an Accenture Interactive survey, "91% of consumers are more likely to shop with brands who recognize, remember and provide relevant offers and recommendations." A seemingly large percentage of consumers (83%) "are willing to share their data to enable a personalized experience." The same study found that 48% of consumers left websites and made purchases elsewhere because the sites were not curated to their tastes and interests.
While it clearly works, effective personalization can be difficult to achieve. Misaligned targeting and relevance are key challenges. For example, someone may be purchasing an item for a gift, in which case the product may not align with their own interests or reflect the types of products and deals they’d personally be interested in.
And then there’s the creep factor. Businesses have to make their customers feel seen and understood without making them feel like they’re being spied on. It’s a fine line.
By definition, personalization isn't a one-size-fits-all approach. Practical personalization is built from the customer’s perspective, rather than the company's. It’s an ongoing process that must be continuously refined.
What Is Practical Personalization?
Practical personalization is a client-centric approach that requires ongoing effort. It’s an open conversation with customers in which marketers must adjust and improve as they get more information about an individual’s preferences and intentions.
Here’s what it’s not: guessing. Plenty of marketers are guilty of whipping together a campaign based on a creative whim, throwing it out there and seeing what sticks.
It’s also not half-baked. A lot of marketers love the idea of personalization but don’t quite take it far enough to be effective. Without a complete picture, personalization is difficult to pull off.
Say, for example, you’re visiting Atlanta and purchase tickets from a ticketing app to see the Braves play your Dodgers. Now, all of a sudden, you’re getting inundated with promos and offers for Braves merchandise and game tickets. Only, you’re not a Braves fan.
At best, misaligned messages are ignored. At worst, they can turn someone off completely, inspiring them to take their business elsewhere. This misfire could have been avoided with just a little bit more information, which could have been collected with a simple question or two at checkout: Who’s your home team? Better yet, how would you prefer to hear about your home team: email, social post or display ad? Practical personalization is about engaging customers with the right content, at the right time, through their preferred communication channels. Here’s how to get started:
Segment Your Audiences
The first step to practical personalization is to know your audience. You can’t tailor your messaging unless you know a little bit about the preferences of the people you’re talking to. The key, of course, is to collect customer data.
This can be as simple as keeping tabs on purchase history or installing cookies to track what prospective customers are browsing. While this type of data is only the tip of the iceberg, it’s a good starting point for segmentation.
Grouping your audiences into distinct groups based on factors like what they’ve purchased, where they live, or demographics like age or gender is an effective way to tailor your messaging.
According to MailChimp, segmented emails see much higher open and click rates. In fact, the click rate of segmented emails is a whopping 100.95% higher than its nonsegmented counterpart.
Unfortunately, many marketers stop at audience segmentation. Practical personalization goes much further to consider not only messaging, but how it’s delivered.
Open Up A Dialogue
Collecting general data can help you identify intent and personalize your messaging — to a point. To provide practical personalization, you have to start a conversation with your customers. It’s about having the guts to ask them about their preferences, along with how they want to be communicated with — and having the tact to do it without turning them off.
There are many ways to open up this kind of dialogue, from simple to truly innovative. The check-out process is a natural place where a company can ask its customers about their preferences.
Do you sell a product that needs to be registered? There’s another opportunity to ask about likes (or dislikes) when you gather basic registration info. Customer service is another logical place to open up this type of dialogue. The key to a productive conversation? Don’t overdo it. Your customers are much more likely to be willing to answer a question or two than an extensive survey.
Some innovative companies are going beyond direct questioning to offer a truly personalized shopping experience. For example, Fabletics connects the online and offline shopping experiences with interactive fitting rooms.
The system, called omnicart, helps Fabletics track individual customer preferences by keeping tabs on every item that goes into the dressing room — and putting nonrejected items into the customer’s online shopping cart so they can purchase them later from home.
Refine Your Messaging, And Repeat
The more data you collect about your customers’ preferences, intentions and actions, the more your personalized messaging will resonate. It’s your job to keep the conversation going and refine your messaging as you gather more information.
A customer data platform (CDP) can help you organize and manage all of the customer data you collect and make it easier to integrate the information into your marketing efforts.
At its best, practical personalization makes your customers feel like you truly know and understand them. Beyond building loyal fans of your brand, this can help you get precisely the right product in front of them at exactly the right time to inspire a purchase.
Opening up the lines of communication is the first step to winning the trust of your customers. And once they begin to feel seen, heard and communicated with in a way that they’re comfortable with — and even appreciate — your brand will win their attention.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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f3ffac163f4dfa61ea2dc810ff47a2ed | https://www.forbes.com/sites/forbesagencycouncil/2020/01/08/leveraging-ai-to-enhance-connection-with-consumers-12-techniques-for-marketers/ | Leveraging AI To Enhance Connection With Consumers: 12 Techniques For Marketers | Leveraging AI To Enhance Connection With Consumers: 12 Techniques For Marketers
It may seem counterintuitive mentioning artificial intelligence (AI) alongside making connections. We've been told time and again that AI can't feel emotions. However, emotions are instrumental in providing insight into consumers' mindsets.
With enough data, AI can successfully determine what a consumer considers essential. The modern consumer doesn't want good marketing; they want connection, and AI is well-poised to show marketers where they can connect to their consumers.
Below, 12 members of Forbes Agency Council examine how AI can aid marketers in establishing genuine connections with their customers.
Members explain how to leverage artificial intelligence when connecting with your customers. Photos courtesy of the individual members
1. Optimize The Buyer's Journey
Marketers can leverage AI to improve the buyer's journey. AI provides a continuous collection of data based on consumer behavior which can be used to make adjustments to the buyer persona. It also gives you valuable insights that can allow you to produce content your target audience will find more useful. Thanks to AI, marketers can improve the efficiency of the buyer's journey. - Osama Khabab, MotionCue
2. Predict Delight
Voice of the customer data is everywhere but requires unifying and simplifying it with AI. Using a tool like sentiment analysis, we can mine public customer reviews and identify what users are saying about our brand experience (and competitors) to drive innovation. For one of our clients, this led to us rethinking the offline experience around wait times at checkout, leveraging the online data. - Jacob Cook, Tadpull
3. Identify Consumer Habits
AI can often be used to identify consumer habits more accurately based on the social accounts they follow and the products they search. When taking that information into consideration, marketers can better target content and messaging based on trending data sets. - Jordan Edelson, Appetizer Mobile LLC
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4. Determine Consumer Preferences
One of the values of AI is its ability to dig below the surface to help you understand relationships between two factors that might not be obvious otherwise. For marketing, AI can help bring some of those relationships to the surface. Use AI to find the hidden patterns of behavior or consumer preferences -- and then take advantage of them. - Jodi Amendola, Amendola Communications
5. Use Data Points To Keep Buyers Hooked
Depending on the frequency of purchases, AI can use customers’ data to understand their buying patterns and retain them by offering products that are most likely to convert them if there’s a disruption in their purchase cycles. - Ashar Jamil, Digitally Up
6. Ensure Multichannel Communication
I see many brands overuse AI and automation, making it too difficult for consumers to interact with them. Don't do it. AI is great for removing friction in communication, but it can't replace a real human-to-human connection. Customers value simplicity and efficiency, so that's what you need to focus on. Don't try to replace humans. Instead, make it easy to connect with them across all channels. - Solomon Thimothy, OneIMS
7. Find Your Targets
The most obvious way companies should be leveraging AI to connect with consumers is by using it to find their targets. Through simple keyword research, marketers can see where their potential customers live on the internet. Once connections take place, once emotions are struck, the brand simply needs to deliver a steady stream of content and product to turn their potential customers into loyal ones. - Terry Tateossian, Socialfix Media
8. Tap Into Consumer Engagement
Consumer engagement tools like 1Q and Suzy offer companies a direct line to consumers via their platforms. Traditional surveying/polling is antiquated. Such platforms can find people while they are shopping, for example, and ask them what they think of X product on the shelf at Target. Based on the response, they can drill down further with that consumer. It's the future of understanding brands. - Dean Trevelino, Trevelino/Keller
9. Install A Chatbot On Your Website
Six months ago we installed Chatlio on the Special Guest website. Not only did we see a nearly 40% increase in website conversions, but we also noticed a significant increase in customer engagement. Most chatbots allow you to build AI into the experience to intelligently automate many basic customer service inquiries. This simple interaction reduces traffic bounce rate and increases engagement. - Kristopher Jones, LSEO
10. Forge More Personalized Connections
AI can transform data into deeper understanding of the motivations underpinning what “connection” means to humans in 2020. One customer’s sense of connection can be created through a brand’s understanding of their tastes, while another’s is born from experiencing the brand’s societal impact. AI frees marketing from a one-size-fits-all approach into an era of forging more personalized connection. - Camille Nicita, Gongos, Inc.
11. Make Your Story Come To Life
Imagine a product label that comes alive. I've seen wonderful examples of click-and-display videos that cause labels to tell the story behind a brand. Two very good ones are represented by Dr. Sheffields's Toothpaste and 19 Crimes (from Living Wine). Although not "true" AI, this approach may nicely connect a retail package with a consumer. - Dave Wendland, Hamacher Resource Group
12. Leverage Artificial Ad Intelligence
AI is still in its infancy but the likes of Google and Facebook are leveraging machine learning and AI as part of their ad platforms to make ad testing and optimization faster and more accurate. So, if you are using either of these ad platforms, use the built-in learning and ad optimization options that are already available to you. The best part? They won't cost you a dime. - Bernard May, National Positions
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8d6d858b50d49cd9c5475b1c7c4d2d2d | https://www.forbes.com/sites/forbesagencycouncil/2020/01/09/what-to-consider-for-generation-based-social-media-marketing/ | What To Consider For Generation-Based Social Media Marketing | What To Consider For Generation-Based Social Media Marketing
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Most marketing messages aren’t cross-generational, meaning that an ad that may resonate with one generation could be lost on another. It’s important for a business not only to identify its target market, but to craft a message that makes a connection to its intended audience. With all of these generational labels — from boomers to Generation Z — businesses need to know what works and who those people who make up each generation really are so that their advertising efforts target the right consumer base.
Baby Boomers
Baby boomers were born shortly following the end of World War II, spanning between 1946 and 1964. Unlike today's younger generations, baby boomers are comfortable with being reached through traditional media (TV, radio, newspapers).
However, that doesn’t mean you shouldn’t market to them online. Boomers are actively engaged on Facebook and YouTube, reaching out and sharing content with their family and friends and watching videos. Targeting them on Facebook is a great idea, especially if your messaging can be done in an informative video, with supporting copy that links to your website or product page.
Baby boomers tend to be more cost-aware, so including clear and concise pricing in your ads and online is a must for this generation. Any messaging in the digital realm should be cohesive to the messaging being sent to boomers that still consume content in newspapers, flyers or billboards.
Generation X
This generation saw the advent of computers and the internet. Born between 1964 and 1980, these latchkey kids grew up to later spend their time online consuming videos on YouTube and Facebook as adults.
Gen X has been overlooked by most brands that jumped from baby boomers right to millennials, but this can be seen as a mistake by smart marketers, as those in the Gen X category are in the prime of their lives, both in terms of age and income. An omnichannel approach works best for this generation. Because Gen X bridged the gap between traditional and digital, they still have an appreciation of both old and new media. Taking an omnichannel marketing approach to combine traditional and in-store marketing with digital and social media will link the fluid preferences of Gen X and cultivate an overall seamless shopping experience.
Create videos and copy that speak to this "forgotten" generation, and complement them with traditional advertising. Unlike with baby boomers, marketers can focus more of their efforts online to reach Gen Xers, but it’s also best to not forget to keep a little bit of traditional marketing in the mix.
Generation Y/Millennials
Born between 1981 and 1996, Generation Y, more commonly referred to as millennials, was born into a world of emerging technology. While they aren’t as brand-loyal as baby boomers, they are heavily influenced by word-of-mouth and online reviews. They use YouTube, Facebook and Instagram as their primary social media platforms, which offers more chances for marketers to reach them, especially as they use social media to conduct product research before making a buying decision.
Dabbling a bit between traditional and digital marketing works for millennials’ parents, Gen X; however, an all-digital approach is best for this generation. Short pre-roll ads, engaging video ads on Facebook and Instagram, and even dipping toes into augmented reality (AR), artificial intelligence (AI) and virtual reality (VR) with apps and special interactive sites tend to resonate with millennials.
Generation Z
If brands and businesses thought that millennials were tech-driven, they need to prepare for Generation Z. This generation, who will make up 40% of all spending consumers in 2020, was born between 1996 and 2012. Technology and social media have been a part of their lives since the beginning. They don’t know what a pager is but can create a viral TikTok video in minutes.
Of all of the major social media platforms, Gen Z spends most of its time on Instagram, YouTube, Snapchat and Facebook. And the hot platform of the moment, TikTok, is starting to gain traction not only with this generation, but with marketers looking to connect with youth.
Gen Z wants personalization. What’s being marketed to John and Jane Smith isn’t going to work for them. Brands need to realize that hyper-personalized content and ads will reach this generation more effectively than generically targeted ads. Gen Z also takes into consideration social causes and will make buying decisions based on the impact that a product or overall company has on a cause that is near to their hearts. Short pre-roll videos on YouTube and producing a hashtag challenge on TikTok with social good messaging can help pull Gen Z toward your brand.
At my agency, we start by looking at the current audience of a brand and then ask our clients what audience they want to reach. For some, it’s a particular population, and we can design creative for that generation. For others, they want to reach all markets. If that’s the case, then we craft specific messaging for each age demographic to ensure that the brand or product resonates in a different way for each generation, but keeping the underlying message and core product or brand value the same.
Know your audience and where they spend their time online, and then craft messaging that fits the way they consume content.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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c8df50b6db00944782188f1496424294 | https://www.forbes.com/sites/forbesagencycouncil/2020/01/13/evolutionary-branding-three-tips-to-improve-any-brand/ | Evolutionary Branding: Three Tips To Improve Any Brand | Evolutionary Branding: Three Tips To Improve Any Brand
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French fashion icon Pierre Balmain said, "Good fashion is evolution, not revolution." And the same holds true for branding an organization.
I've found that one of the significant differences between large branding agencies that work with big brands and Fortune 500 companies and smaller agencies that cater to small businesses and startups is that smaller agencies often treat branding as a visual endeavor, whereas large agencies put the emphasis on strategy.
One of the reasons for this is budget. It’s a lot less expensive to design a logo than create a comprehensive brand strategy. It’s also a lot easier to “explain” what a logo is than explain what a landscape analysis, value proposition or customer persona is and why it is important. Unfortunately for small businesses, even a great logo is not a great driver of revenue. This is very important: A great logo is not a great driver of revenue. But a great value proposition can increase sales exponentially.
So what should small businesses and startups do? Good branding is expensive, and you need good branding to make money. It’s the old “it takes money to make money” paradox. Never fear. There is a solution: Evolution, not revolution.
Evolutionary branding is a term our agency uses to describe growing a brand over time as resources permit, starting with the least expensive items that will make the most impact.
The way evolution works in nature is species mutate from time to time, and if a trait is beneficial to survival, it gets passed on to the next generation. This is how species make an impact in environmental niches where competition is less brutal and enables them to flourish. To illustrate this, think about the first fish that evolved legs, enabling it to crawl out of the water and onto land, where a vast ecosystem of plants lived for it to feast upon with virtually no predators.
To speed this process along in your branding, let me offer three tips:
1. Be clear about what you want.
Define your shameless goal. The reason I say "shameless" is that I find the vast majority of businesses (and even marketing professionals) are not clear about what they want to accomplish. They talk about educating the consumer or building relationships with their customers or increasing credibility but often lose sight of what they really want (or need) to accomplish. Usually, the shameless goal is to sell product, generate leads, or get subscriptions or donations. Educating the consumer, building relationships with customers and increasing credibility are all very important, of course, but these are tools used to achieve the shameless goal, not the goal itself.
Once the goal is clear, you should make sure every element of your brand drives customers toward that goal.
2. Craft an amazing value proposition.
This is the foundation of your brand. Here is our "secret" formula for a great value proposition (we are data geeks) and the strategic questions you'll need to answer first:
1. What do you do?
2. Who is your ideal customer, and why do they need you?
3. Who is your competition?
4. What do you do differently and better than your competition?
5. What is your shameless goal?
The formula for an amazing value proposition goes something like this: 1+2+4(5-3) = your value proposition
What you do plus your ideal customer plus what you do differently and better than your competition multiplied by your shameless goal minus your competition equals your value proposition.
3. It’s not about you.
Stop for a second. Pause. And repeat that.
I am stunned at how many agencies make this one big mistake. I’ve been in this business for 20 years, and just about every agency, marketing consultant, designer, etc., sends out a questionnaire during the discovery process asking their clients what websites, colors and fonts they like. Sometimes they create mood boards to get an idea of the clients' tastes. Have you spotted the mistake yet?
I’d be willing to bet if you are a designer, brand consultant or any type of marketing professional, you’ve sent one of these out, and if you are a client of one of these folks, you have received one of these questionnaires.
The mistake is that most of the time agencies ask their clients what they like, and this makes perfect sense from a sales perspective. But from a performance perspective, a better question is: What do the client's customers like?
Here are the questions you should be asking clients:
1. What colors do your customers like?
2. What fonts do your customers like?
3. What kind of imagery do your customers prefer?
4. What do your customers like about your current brand?
5. What do your customers dislike about your current brand?
The formula for defining the look and feel of your brand goes something like this: 1+2+3(4-5) = the look and feel of the brand.
What colors your customers like plus what fonts your customers like plus what kind of imagery your customers prefer multiplied by what your customers like about your current brand minus what your customers dislike about your current brand equals the look and feel of the brand.
Lastly, don't forget the most important part: Treat your customers well. This is the heart and soul of branding. Branding above all else is the promise you make to your customer. So always keep your promise!
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cb32ecae2de63f04cde3aa5a4dc1b6da | https://www.forbes.com/sites/forbesagencycouncil/2020/01/14/marketing-your-equity-crowdfund-part-1/ | Marketing Your Equity Crowdfund, Part 1 | Marketing Your Equity Crowdfund, Part 1
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We get questions every week from founders trying to understand raising capital online. Since 2014, our agency has helped over 100 startups raise over nine figures by marketing their digital raises; here’s some of what we’ve learned.
To everyone entering a raise, we recommend developing an algorithmic strategy and leveraging three fundamental digital marketing areas: content marketing, digital advertising and targeted outreach.
Content marketing funnels stimulate social sharing and take audiences down an experience through social, email, digital PR, influencers and long-form content, which can increase your investor conversion rate. We see most participation occur between touch points 7 and 17.
When it comes to advertising, first-party investor data has been our secret sauce. There are extensive databases to apply to prospecting ads, and retargeting is where the action happens. Regardless of outside assumptions, Facebook ads have been the single biggest and most scalable channel in the top rounds.
Anchor investors lead rounds with social proof, validation and momentum that can then be amplified with digital channels. No matter what, you’ll be conducting yourself online and offline during a raise, and you want the conversation to be seamless.
Equity crowdfunding has gained steam since the JOBS Act kicked in, yet many people still associate it with rewards-based campaigns, and that's an important distinction to clear up. Essentially, the SEC regulates online equity sales through broker/dealer-licensed portals where startups can list their offering and conduct the raise digitally and compliantly.
Has Digital Fundraising Changed Investor Conversations?
Yes and no. You're still in conversations with people, so you have to cover all the story elements that capture people's attention and all the investment elements that make the opportunity clear. But, the investors have changed. Since opening investment up beyond accredited investors, the conversation has become splintered and broadened. Don't let that deter you.
Digital social platforms (like Facebook and Instagram) provide advanced targeting, allowing startups to prospect for investors online the way they would for customers or partners. Organic social posts, blogs and articles, and elevated video content explaining the opportunity can drive interested traffic to portals where the offering terms can be explored further.
By incorporating what you learn from your online and offline experiences, you can test, optimize and scale conversations as you adjust voice, tone, copy and creative in your online campaigns. We've seen clients add a chatbot to their funnel and be able to manage hundreds of new conversations daily from increased levels of paid traffic.
Focus On Innovation
The advent of equity crowdfunding has paved a new path for technology startups with a focus on innovation. Total growth in regulation crowdfunding was nearly 300% in 2017, and distributed ledger technology solutions are positioning themselves as front-runners.
When you highlight your key differentiators as outcomes in your pitch materials both online and offline, your brand story can resonate with potential investors at a deeper level. Be sure to support claims with data.
Include Your Brand Story In All Of Your Funnel Elements
Investors are just like customers. No, really. Once you understand that, you can speak with them rather than at them. Since you're their guide and advisor in this opportunity, they're going to want to get to know you.
Our most successful campaigns last year focused heavily on sharing the founder's identity. We're in an age where it's OK to be you. Dawn Dickson of PopCom is one of my favorite examples. She introduced her regulated-retail kiosk/OS startup as "black-owned" several weeks into their campaign, and ROAS (return on ad spend) hit a multiple of 11.
Pitch decks, explainer videos, infographics and white papers all need to paint the picture of you as a trusted advisor and your investors as the victor. Your data and presentation should paint a picture for investors to see a new world they helped create.
There's so much to cover on this topic that it cannot all fit here. We'll dive into more of the details in a further look at reaching investors online. For now, remember, a firm handshake and eye contact can go miles, and even farther when followed by an email with a sign-up form.
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cd34a4e2bb0011bb6b9189f25b0d2017 | https://www.forbes.com/sites/forbesagencycouncil/2020/01/16/time-to-rethink-your-email-marketing-plan/ | Time To Rethink Your Email Marketing Plan | Time To Rethink Your Email Marketing Plan
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As you may know, email marketing can be an incredible sales and promotion resource for businesses of all sizes. Our company handles all facets of email marketing, specifically for small businesses. While browsing trade publications and through our own internal research, I've discovered some cool tricks we use to help market this vertical.
Designing an effective email campaign can be one of the great mysteries of marketing, and while many of us currently run some sort of email marketing campaign, are you really seeing results?
If your efforts are not elevating your business, what is the point of even spending time on an email campaign? It is not only a waste of money but valuable time as well. If your email campaigns are not performing, or are generally neglected, now is the perfect time to reconfigure your campaign. Here are some key tips to consider when building your email strategy.
1. Do Your Research
When crafting content for your emails, skip the same old dry marketing correspondence that often seems like it was written by a robot. Make sure you have an engaging title, a solid value statement, and relevant information. Understand the customer journey so that the email content being delivered can be well received. For a frame of reference, your emails should be generating at least a 20-30% opening rate. Play with different subject lines while tailoring your content for the most effective results.
2. Identify Your Audience
Consumers are constantly being inundated with emails, so yours has to stand out. It is important that your audiences are segmented properly. You want to avoid the "spray and pray" method. I would rather send emails to a tight group of consumers I know are interested in my services than just blast emails aimlessly to a bunch of unknowns. Not to mention, a much more intentional approach will help bring more brand credibility to your content.
3. Personalize Your Content
One way to get more clients to open emails is to ensure they pertain to their interests. Find a way to connect. That could be through sharing a blog that highlights industry-specific tips, a video of tactics, or an infographic, all optimized for quick consumption.
4. A/B Test Your Emails
Starting a new email campaign is never an easy task. Sometimes your carefully crafted emails just do not work for various reasons. The best way to narrow the field is by sending out two unique emails for each campaign and evaluating which one performs better. You should also automate your journeys so that it streamlines your content delivery.
5. Improve Functionality And Build Trust
Make sure that your email campaign is connected to your reputation management platform. Depending on the software you use, this can open the door to a wide range of email marketing tracks for engagement and build consumer trust around your brand.
Another integration for your email campaign is with your CRM. This integration is powerful for automation, building audiences, and is essential for understanding your reach. A properly set-up CRM can help increase the ROI of your email campaigns by identifying a wide range of factors. Conversion rates, open rates and click-through rates are all accessible through the CRM system, allowing you to fine-tune your emails for maximum efficiency.
Getting responses from email marketing campaigns is a challenge no matter which vertical you are representing. Be honest, how many times have you just rounded up a bunch of emails and clicked the little trash can logo? If you are like me, that can be a pretty common occurrence.
So, how do you get more engagement with your emails after redesigning your campaign?
Experts will say it hinges on the time of day or day of the week your email is delivered, and while that certainly has an effect on your success, what matters most is the content of your emails. Too many times we have seen fantastic product or service email campaigns fail because of poorly planned content.
Contact forms can be utilized to glean all sorts of information and help you build more engaging content.
When creating content, think about the intent of your audience. Who are they? What are they looking for? And what is the motivation behind searching for your service or product?
Everyone looking for a service has a motivation or a problem that needs to be solved, even if they do not know it yet. It is important that you tell them why they need to choose your business to solve their problem.
Make it something that your clients will want to open, not dump into the trash.
While the contractor vertical can be successful, these email campaign tips can work for any vertical, e-commerce store or nonprofit. (Keep in mind, if you are a nonprofit, your open rate can be incredibly high with the right tactics.)
As with any content, your email campaign should be supported by a solid webpage or asset. We like to drive traffic back to a YouTube video or blog — anything to add more value to the email.
In the end, that is what you want to provide your potential or current customers with in your email campaign: value. Ultimately providing value in the form of emails should be the goal of any campaign.
There is nothing more powerful than providing a solution.
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d4f6d3a666bbf008e55d032e5694dd71 | https://www.forbes.com/sites/forbesagencycouncil/2020/01/17/2020-vision-how-to-chart-your-marcom-strategy-for-the-new-decade/ | 2020 Vision: How To Chart Your Marcom Strategy For The New Decade | 2020 Vision: How To Chart Your Marcom Strategy For The New Decade
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Far beyond the realities of January 2010, here at the beginning of the 2020s, technology traverses all aspects of external communications and outreach. Today’s capabilities are advanced and sophisticated, making traditional domains of media relations, brand storytelling, prospecting and lead generation far more complex than with past methods and practices. The new rules compel a strategic, integrated approach that ensures consistency and demonstrates industry leadership.
The unprecedented rate of industry change we’ve become accustomed to throughout the 2010s will only continue, and perhaps even accelerate, in the '20s. Over the next few months, I’ll be offering a series of articles exploring some practical but often overlooked questions of what marketing leaders must pursue to build a successful and manageable plan for this disruptive environment. Let’s start with some foundational ideas.
Assess Your Approach To Integration
An integrated marketing approach blends facets of marketing communications for consistency of message and user experience. This cohesion can boost the ROI of your marketing initiatives, a critical measure that can no longer be ignored.
Begin by assessing your current ecosystem of assets. Knowing exactly what you have will reveal what you still need. How well are these assets working together? Do you have metrics or market feedback to assess their efficacy? If not, you’ll need some to correctly target your efforts and spend.
Next, focus on solidifying the right teams and workflow for executing an integrated strategy: content, creative design, social media, digital marketing and PR. Before embarking on any initiative, start with SEO tools that can analyze the best keywords to frame your message. Tools like SEMrush can give insight into what’s relevant now and suggest interesting topics and innovative ways to manipulate keyword bundles. They may even reveal what your competitors are writing — or not writing — about.
When you have some topics identified, start the workflow. In an integrated flow, no one team is ever holding the ball all by itself. Let’s take a simple example of publishing a thought leadership piece to promote your business.
• The content team reviews the topical suggestions, selects what is most relevant and produces a first draft of the asset. They verify content accuracy with the resident SME, who may suggest edits.
• It’s then handed off to the creative design team to make an associated eye-catching visual. In tandem, the digital marketing team runs the copy back through the SEO tool and sends feedback to the content team for more refinements that will optimize the asset for search.
• Meanwhile, public relations staff are crafting the strategy for generating media attention. And the social media experts prepare to amplify exposure.
• Shortly after publication, digital marketing runs analytics to see how the asset is performing. The content team may need to make more refinements to tune the piece for more effective search placement.
• This cycle repeats for a reasonable period of expected market attention, perhaps four to six weeks. When the next asset is published, this first one goes static but remains online for potential future interest.
The nuance in this process is applying human expertise to capitalize on the feedback and insights the digital tools deliver. For instance, a tool may assess the asset’s readability score in a way that’s not necessarily appropriate for your target audience, so the content team needs to make the call. Or, analytics from various platforms like SEMrush, Hootsuite and Google Analytics don't always line up, so a digital expert needs to make an informed judgment.
With broad digital capabilities and expert practitioners working together, new prospects can be tracked from earliest engagement through the sales funnel to direct revenue attribution, quantifying successes (and failures) of various channels and tactics while guiding future marketing investments.
Of course, getting to this "well-oiled machine" state still requires fundamentals like consistent, corporate-approved brand standards and messaging. It also requires centralized oversight to keep efforts across the company in check.
Analyze The Right Big Data To Inform Your Strategy
Big data is now the critical underpinning of successfully integrated marketing decision-making, yet it remains perhaps the least understood of currently available tools.
The power of big data analytics lies in the informed design, collection, storage and analysis of disparate datasets across multichannel initiatives. Done well, it provides marketers with unprecedented insights to inform their efforts.
The challenge is that big data is, well, big! Large amounts of data can yield all sorts of insights, but which of them are truly valuable to you? It’s important to be clear about your specific goal when you undertake analysis, or you’ll get buried in the minutiae.
For instance, suppose you want to target a message to technical executives in the San Francisco Bay Area. You set a goal of 70 clicks on a particular post. Three days after publishing, you see you got 200 clicks. But look closer, and only five were in your target market. The other 195 were in places you’re not targeting. This tells you that something in your post needs to change, and you must run it again.
Make such analyses part of your marcom planning process. Think through how you’ll measure your initiative waypoints. How will you know which particular initiatives are working or not working? How will you distill all the data you collect down to the two or three data points you actually need? Big data can be very cumbersome, so it’s critical to understand your goal and work with skilled experts who can help you extract it.
Of course, all of this takes teamwork. Balance and blend your resources. Whether your business chooses one vendor or a dozen for external marketing services, an integrated plan driven by the marketing team will keep everyone aligned to the same goals and messages that make your business shine.
In my next piece, we’ll look at some specific channels to incorporate into a successful integrated marcom program.
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2e4f73612dd2767724180b8aaaf40a5e | https://www.forbes.com/sites/forbesagencycouncil/2020/01/28/10-public-speaking-tips-from-a-pr-expert/ | 10 Public Speaking Tips From A PR Expert | 10 Public Speaking Tips From A PR Expert
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Whether you’re a college student presenting a group project or a CEO addressing key shareholders, public speaking isn’t easy. It can intimidate even the most confident among us.
In fact, it's estimated that as many as 75% of Americans have some level of anxiety related to public speaking. Glossophobia — the fear of public speaking — is more common than you think. But don’t despair! Follow these simple steps, and you can overcome even the most deep-seated fears and anxieties:
1. Start with a message map, showing your key message in the center.
Your key message should be a seven-second soundbite or a 21-word message, saying “I do X for Y, so they can Z.” This message must be woven into your speech (and any publicity surrounding your speech). You should also include supporting messages that bolster your key message, laid out in bullet points.
2. Plan the speech using your message map.
Again, lead with the key message, and then add supporting messages. Either write out a rough draft of the speech or use bullet points — whatever works best for you. If you are doing a PowerPoint or another slideshow presentation, plan that out accordingly. Remember, the fewer words in a presentation, the better. You want your audience to be focused on you, not the screen.
3. Consider your unique perspective.
Ask yourself, "How can I differentiate myself from other speakers?" Then, determine your "cornerstone content," or the content that is uniquely yours. For example, my unique perspective is that we each need to build our personal brand in person and online. Once you figure out what sets you apart, it becomes much easier to develop unique messages.
4. Rehearse, rehearse, rehearse.
Don’t just wing it! Practice makes perfect in many walks of life, but especially when it comes to public speaking. Whether you’re in front of the mirror or in front of others, review your speech numerous times. Become thoroughly familiar and comfortable with your content, especially the “cornerstone” messages.
5. Share your plans to speak on social media.
If it’s a public event, you want to get the word out. Invite your online network to come and listen to you. LinkedIn is a powerful tool in this regard since you can reach dozens of professional contacts in just minutes. Look at it this way: The more people in the audience who already know, like and trust you, the better you will be received.
6. Dress for the occasion.
Pick an outfit that fits you well and that you feel comfortable wearing. The goal with public speaking is to maximize confidence, and the way you dress can affect your confidence level. The sweet spot is to dress formally, but not in a way that restricts your movement or makes you feel (and look) too rigid.
7. The first impression matters.
Plan your introduction so it goes beyond your educational and work experience. What have you done that has made you the person you are today? Share that information in your introduction to make yourself memorable. Humor is your friend — self-deprecating jokes, for example, are generally well-received by people in the audience.
8. Experts shouldn’t feel nervous.
This cannot be overstated. If you are speaking in public, then you are effectively an expert on the subject matter. If you feel nervous, remember that people truly want to hear what you have to say. You have been selected to give this speech — no one else but you. Stand tall and proud, and deliver your message with authority.
9. Claim your space on the stage.
Use the area you are given, but don’t just stand there. Own it. Hiding behind the podium makes you look less confident and, by extension, as though you lack authority. Experts look like experts, too, and that starts with how they stand.
10. Don’t forget about the last impression.
Give the audience more information at the end of the speech, so they know how to reach you. If possible, collect email addresses or business cards. That way, you can follow up with people who could become valuable professional contacts. Building your network of contacts is ultimately the end goal of a speaking presentation. Remember that a smile will make you more relatable, so smile, and connect with your audience with gratitude in your final moments onstage.
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f21f52715b2f5d3e712f26b6306189fc | https://www.forbes.com/sites/forbesagencycouncil/2020/01/28/could-artificial-intelligence-put-the-communications-professional-out-of-a-job/ | Could Artificial Intelligence Put The Communications Professional Out Of A Job? | Could Artificial Intelligence Put The Communications Professional Out Of A Job?
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Are professional communicators at risk of being replaced by machines? Can corporate, and perhaps even marketing, communications be performed by software? Or is communication something we deem to be exclusively human? Do we feel immune from the forces of artificial intelligence (AI) because we believe only humans possess the ability to create things like irony, nuance or even humor?
These are pretty serious questions. I don’t pretend to have the answers, but I’m thinking about them as we move further into this new decade. We should all be thinking about them.
Consider these well-known facts: Machines are already beating world champions in chess. They are driving cars and buses. Digital advertising and social media campaigns are using algorithms for targeting audiences with incredible specificity. And think of all the platforms and applications -- beyond Siri and autocorrect -- that recognize, anticipate and write our sentences for us. Surely, you have had Gmail or LinkedIn accurately finish your sentence. I know I have.
Now, consider the copy we write: pitches and press releases, ad copy, presentations, speeches, scripts, annual benefits communications, quarterly financial results, messaging documents, etc. Many of these repeat themselves on a regular basis; most have certain key ingredients that are either required (compliance) or typical (best practice). Yet, we’re not always successful. Why is that, and what do we need to do differently so we are not replaced by machines?
The variables are the communicators -- the writers or speakers -- as well as the standards we expect from or apply to our craft. Rather than eliminating the human variable and turning these communication tasks over to well-written code, how can we get ahead of the curve and communicate smarter and toward more specific and successful outcomes like a machine would?
While I don’t have all the answers, I do think there are certain standards that we’ve let slip and need to bring back to our collective consciousness. Here are three principles of good communication that might help keep us a few steps ahead of smart software:
1. Audience-centricity
Let your audiences guide what you communicate, not the kitchen cabinet around you that only has one recipe -- namely, corporate-speak. No one likes corporate-speak, and many cannot understand it. (The only audience happy with corporate-speak is the legal department.) Know who you’re writing for or speaking to; anticipate their needs, interests and level of understanding, and then communicate. Sometimes, the usual best practice is really just common practice and not necessarily the best.
2. Brevity
Being brief and to the point is a differentiator. Too much information (TMI) doesn’t make you look smarter; it just makes you write or speak longer. (As a note, TMI is often driven by compliance, also known as the legal department.) TMI violates audience-centricity, as it abuses the time and attention your audience has granted you in exchange for something useful or valuable. Look for ways to be more concise, sharp and on point; be sure your communication delivers something new or useful to your audience. Running your material through the filter of value to the audience will surely eliminate filler and push you toward brevity in your communications.
3. Transparency
Audiences are increasingly smarter and demand more authenticity. This is good for comms people, as machines would have a hard time keeping up with the kind of openness and frankness that transparency can produce. Transparency is more than just sharing information on events, results or performance; it’s about sharing the energy, passion and emotion that go with those. And we all know that connecting and engaging with audiences requires energy, passion and emotion.
So, comms folks, as we consider the future of our work, rather than conceding to an algorithm, we need to get ahead of the curve to communicate smarter and better. Over the next decade, let's make sure we remain more masterful at our craft than software could ever be. The same old, same old is not good enough going forward. My three principles may provide the beginnings of an answer, but surely there are more ideas and higher standards to reach for. Whatever we do, though, we need to find ways to beat AI to 2030!
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50b89d8d626896f9f0e1c0b4a79ccc4c | https://www.forbes.com/sites/forbesagencycouncil/2020/01/30/dont-trust-the-data-alone-three-reasons-b2b-marketers-should-trust-their-intuition/ | Don't Trust The Data Alone: Three Reasons B2B Marketers Should Trust Their Intuition | Don't Trust The Data Alone: Three Reasons B2B Marketers Should Trust Their Intuition
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Big data brought about a data arms race: CIOs were pressured by their CEOs to acquire as much of it as possible. The problem was that the data was underutilized. There was just too much to sort through. Mountains of data were unstructured and disorganized, which ushered in the next era: mining the data. Cue AI, which is able to efficiently comb through and tag data so that it can be categorized and more efficiently exploited. Data is unquestionably a difference-maker, but in the case of B2B marketers, the best strategy can be not overrelying on data. Here are three reasons for that:
Fewer Touch Points In B2B
Consumer brands benefit from having thousands, or even millions, of touch points. Consumer brands are able to mine that high volume of touch points in order to build detailed pictures of their consumers. Seasonal data. Geographic data. Consumer sentiment. Life cycle. So on and so forth. They can test different methods and vehicles of distribution. Not only can consumer marketers build sophisticated models from all of this data and optimize their sales marketing strategies, but they’re also able to adjust their campaigns as they go.
B2B marketers don’t have that luxury. They have fewer touch points, which means they have much less data on which to base their sales marketing decisions. That’s not to say that B2B marketers should dismiss data altogether, but it does mean they have much less to base themselves. As such, they must take a different approach and lean less heavily on data.
Less Visibility
B2B marketers also have much less visibility into purchasing decisions than consumer marketers. Consumer marketers sometimes have hundreds, even thousands, of data points for an individual consumer. As such, they can develop very thorough consumer profiles that enable them not only to effectively target but also anticipate, and even influence, behavior.
The challenge for B2B marketers is that they don’t know who they’re selling to, or when they’re selling to them. They know which companies they’re selling to, sure, but there is always someone (several people, actually) who holds the purse strings. Several stakeholders and decision-makers within a company have a hand in a purchase. It’s impossible to know when a particular stakeholder is involved or how much influence they have since it varies from company to company. This limited visibility requires more organizational knowledge, which cannot be accomplished by mining data. It requires a combination of knowledge and intuition.
Less Data, Longer Sales Cycle
Data should still be an important tool in a B2B marketer’s toolkit, but a B2B marketer must be leery of relying too much on data. It’s harder to come by in a B2B sales environment, as mentioned above, and can be especially harmful given the prolonged B2B sales cycles. If you spend too much time trying to gather data about your buyers and gleaning insights from that data before developing a plan, you could very well find your sales marketing in paralysis. Make no mistake: B2B marketers should use data. Conduct research to find out what motivates your stakeholders. But data cannot be your guiding light.
Trust Logic And Intuition
You know your industry. Use your knowledge and your insights. If you’re selling a product or service, understand who in the organization is responsible for purchase and who will actually be using it. It may be that the technology department purchases your product, but the marketing department actually uses it. Those are two different messages to be conveyed at different points in the sales cycle. Your message can be parsed in many different ways to many different stakeholders. Gather data, but make sure to give it a gut check.
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340108ff79aeb8658dca009da2d8acd6 | https://www.forbes.com/sites/forbesagencycouncil/2020/02/04/a-cannabis-executives-top-branding-and-product-predictions-for-2020/?sh=70c01650792a | A Cannabis Executive's Top Branding And Product Predictions For 2020 | A Cannabis Executive's Top Branding And Product Predictions For 2020
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Momentum in the regulated cannabis industry has never been stronger due to sweeping legalization measures and overwhelming popular interest in the numerous applications of the cannabis plant. In the past few years, legal canna-businesses have broken through social barriers and reached non-traditional demographics that were once considered off-limits or too difficult to market to.
As an increasing number of consumers from different age ranges, gender identities and socioeconomic backgrounds become more familiar with cannabis products, uses and jargon, businesses finally have the opportunity to communicate with their consumers in a more technical and nuanced way. Cannabis consumption is nowhere near as taboo or risky as it was at the beginning of the legalization movement; brands that were once focusing their efforts on merely convincing cannabis skeptics to try the most basic products are now engaging with educated customers searching for targeted and bespoke formulations.
2020 will be another defining year for the industry, and as a communications leader who has crafted branding strategies for dozens of canna-businesses at every stage of growth, here are my top three branding predictions that the regulated industry will see in the next year.
Fresh And Clean Won't Only Apply To Food And Cosmetics Anymore
Branding terms like "farm-fresh," "natural" and "clean" that once dominated food, cosmetics and even wine industries have now made their way into the cannabis space. As cannabis consumption becomes more frequent and socially accepted, health-conscious consumers also want cannabis that is as clean and fresh as the organic produce they consume.
Some companies looking to differentiate themselves have launched "clean cannabis" lines that boast organic and regenerative farm practices and sun-grown products processed without chemicals, pesticides or solvents. Others are using language like "all-natural," "heirloom" and "plant-powered."
This year may also see a rise in marketing around live resin, a cannabis concentrate made from plant material that hasn't been dried or cured and captures the natural flavors of the cannabis plant. Although live resin can be intimidating to unseasoned users because it requires specialized equipment to consume, its popularity is on the rise, especially among experienced consumers.
Harnessing The Power Of Cannabinoids
As the cannabis and science communities gain a better understanding of the medical properties of cannabinoids, I believe more products will be marketed around the specific effects and healing properties of individual cannabinoids beyond CBD. The wide acceptance of CBD has laid the crucial groundwork for cannabis companies to educate consumers about the benefits of other powerful cannabinoids, including cannabinol (CBN) and cannabigerol (CBG).
CBN is derived from oxidized cannabis and the breakdown of THC molecules. Recent studies show it holds promise as a natural sedative and may have medical applications as a pain reliever, appetite stimulant, neuroprotectant and anticonvulsant. Although most CBN products are still in development, products currently on the market containing CBN are geared toward facilitating deeper sleep and pain relief.
CBG is a minor cannabinoid that constitutes less than 1% of most cannabis strains, but researchers have discovered anti-inflammatory properties that can manage autoimmune diseases, glaucoma and even slow the proliferation of cancer cells. CBG products are steadily gaining market share and are being added to topicals, capsules, tinctures and edibles. The science and agriculture communities have also taken a profound interest in the medical properties of CBG. Last year, researchers developed Panakeia, the first THC-free, high CBG hemp strain that will be used across multiple medical and wellness verticals.
The cannabis industry should expect to see more hyper-targeted branding directed at specific conditions and ailments in the coming months. Support and interest toward the applications of other cannabinoids from science and medical groups will further bolster the legitimacy of these natural remedies and, hopefully, open the door for more clinical research. Doubling down on the quality and R&D involved in creating these wellness products will also allow brands to further differentiate themselves from the unpredictability of the illicit market.
Proliferation Of Trust And Transparency
Last year's vape crisis was a wake-up call for the industry that canna-businesses must go beyond saying they're legally compliant and actually back up their claims by being transparent about testing results and ingredient lists. Since legal cannabis is not subject to federal oversight through the FDA or USDA, companies must take it upon themselves to hold their manufacturing and safety standards to the highest levels to ensure customer confidence.
Many brands have already gone the extra mile to provide the names and addresses of their testing and manufacturing facilities, corresponding COA lab results for each batch and more detailed breakdowns of ingredients and extraction processes on either the product packaging or website. Companies are also drawing more attention to their commitment to safety and transparency by incorporating tech-based solutions in their supply chain and packaging. QR codes and RFID tags embedded in product packaging allow both consumers and manufacturers to buy and sell with more peace of mind. After the vape crisis, some brands expanded their contaminant testing to include Vitamin E additives. QR codes can provide a platform to educate customers about product manufacturing and reviews while RFID tags can be used to combat product tampering and counterfeiting from the illicit market.
Even though the vape crisis stemmed from poorly made products from the illicit market, everyday customers are now especially wary of the safety of all cannabis products. Regulated companies that promote additional trust and transparency in their product branding and support their claims with factual evidence will be the ones that thrive in this next year.
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40cd209d031701b400a90fc06b31cfeb | https://www.forbes.com/sites/forbesagencycouncil/2020/02/06/why-pay-for-performance-marketing-is-ideal-for-both-agencies-and-clients/?utm_source=dlvr.it&utm_medium=twitter | Why Pay-For-Performance Marketing Is Ideal For Both Agencies And Clients | Why Pay-For-Performance Marketing Is Ideal For Both Agencies And Clients
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When you think about it, it’s astonishing how much marketing has changed over the last 10 to 15 years. Historically, “ads” were printed, displayed, televised or mailed, and marketers had to hope something stuck. Sure, there was research that specified how to best reach a target audience (for example, which channels to advertise on and when), but today, there’s no need for guesswork. Thanks to search engines, social media and the willingness of the public to provide detailed personal information, ads can be hyper-targeted to your sales prospects to much greater success than previously.
But this presents new problems for businesses that aren't marketing-savvy and rely on other companies to handle lead generation for them. Many agencies promise the world when it comes to marketing and charge hefty premiums, with clients getting little or nothing in return. Often, these clients find themselves locked into long-term contracts, meaning they keep paying month after month (or year after year) with poor results.
As a marketing executive running my own company, Wizard Media, I recognized this problem in the industry long ago. I decided that one surefire way to keep my customers happy and to generate new business was to offer an option where clients only pay for the leads my strategies generate. This is called "pay for performance (P4P)" marketing, and it means that results are guaranteed. If I don’t deliver what I promised, then the client doesn’t pay. This is not just an incentive for me to deliver, but for my clients as well, as now their contracts are risk-free.
When shopping around for a new agency, there’s no reason you can’t expect the same. Make performance part of the contract. If companies on your shortlist can’t do that, you may want to reconsider hiring them. An agency that won’t offer P4P may mean they’re not confident in their abilities and may generate very little in the way of new business.
Keep in mind there are some caveats, depending on how much your agency is going to handle. If you’re planning on going with a full-service agency that will take on all of your marketing (logo design, scripting and shooting ads, print ads, etc.), then those costs are going to be separate. But for the purposes of this article, let’s assume you are looking for a separate agency that will just specialize in lead generation.
There are some things you should look for when sitting down with a potential new agency. Ideally, they’ve already done some homework on your business. Ask:
• Which marketing channels will they consider for your product or service, and why?
• How many leads can you expect them to generate per day?
• Will they, as the agency, control all aspects of the sales conversion and acquisition process? If so, do they have the infrastructure in place to handle all of that?
• How do they envision first contact with qualified leads?
• What is the agency’s payment based on? Per lead or per customer? Or other performance metrics? This is critical because, depending on your product or service, there may be a number of steps between first contact and final sale.
• If payment is lead-based, will payment be made after a lead is converted or after revenue has been collected?
• How often will you receive reports?
Keep in mind your agency candidates may not be able to answer all of these questions right away. If not, then they should be asking you about the processes in your business to ensure compatibility with theirs. You’ll also want to be sure that your business is already set up to handle the amount of leads you’re expecting. I’ve seen companies execute successful lead generation campaigns only to be unable to handle the sales volume. This sets a company up for failure, with a lot of lost sales opportunities. So, you need to be sure you’re ready.
But let’s assume you are in a good place to handle the increased volume. Don’t be afraid to speak to a number of agencies before you decide. If you’re uncomfortable with the answers, keep looking. What you don’t want to do is rush; there is a lot of competition in this space, and if you do your research, you will find an agency that you’re ready to work with. Just make sure you get all of the details in writing first, and make sure a contract is signed.
Final Thoughts
If you’re looking for an agency to handle lead generation, consider hiring a company that offers pay for performance. It’s an ideal situation for both the agency and the client. It means the agency is highly motivated to stay on top of your account and tweak campaigns accordingly to get the best results.
As a client, P4P means you can rest easy knowing that if the agency doesn’t perform, then you don’t pay. This is helpful not just for your budget, but also if you need to get sign-off from your executive team to hire the agency in the first place. Imagine telling your boss that you have a written guarantee with the agency you’ve chosen and that there's zero risk for your business.
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d1a5b612c86c31e5b0bd1dff53c3dded | https://www.forbes.com/sites/forbesagencycouncil/2020/02/11/key-challenges-with-personalized-marketing-and-how-to-overcome-them/?sh=5b6cca272601 | Key Challenges With Personalized Marketing And How To Overcome Them | Key Challenges With Personalized Marketing And How To Overcome Them
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In 2020, marketers will increasingly turn to personalized marketing to improve customer engagement.
According to the 2019 Trends in Personalization Report by Researchscape International and Evergage, Inc., the majority of marketers (98%) agree that personalization helps advance customer relationships. Among these marketers, 70% claim that personalization has a strong impact on delivering better customer experiences, increasing loyalty and generating measurable ROI.
And while new technology is making it possible to personalize messaging on an increasingly granular level, marketers face mounting challenges when it comes to both tightening regulations and the difficulty of managing all of that customer data.
In order to successfully capitalize on this strategy in 2020 and beyond, marketers must walk a fine line between personalization and privacy and always put the customer at the heart of their efforts.
Personalization Works...
At its best, personalized messaging can cut through the noise by making an individual feel seen, heard and understood. From product recommendations to personalized offers, these interactions can provide real value by solving a problem, filling a need or providing enjoyment.
These days, personalized communications aren't just appreciated, they're expected. A recent Accenture Interactive study found that 91% of consumers are more likely to shop with brands that remember them and provide relevant offers and recommendations.
Personalization also provides marketers with measurable ROI. The majority of marketers (90%) polled in the Trends in Personalization report cited a measurable positive impact from their personalization efforts, 58% reported an improvement of more than 10%, while 15% reported more than 30% improvement.
...But It's Difficult
At the same time, marketers are much less optimistic about their ability to personalize effectively. According to the same report, only 32% agree that marketers are getting personalization right, and a mere 18% are "very" or "extremely" confident that they have a successful strategy for personalization.
So, where's the disconnect? Personalization is difficult, and among the challenges marketers must face, data is near the top of the list.
The Data Challenge
Advancements in technology allow marketers to collect more customer data than ever, which can translate to hyper-precise targeting. There's just one catch: You need the right tools and systems in place to effectively manage — and mine — a massive volume of data.
Unfortunately, customer data often comes from disconnected sources. The only way personalization can work is if there is a single, unified source of accurate customer information (keyword: accurate).
According to The Clear Path to Personalization report by Forbes Insights and Arm Treasure Data, 48% of marketers cite data quality as a leading roadblock to effective personalization.
Targeting based on incorrect information or assumptions can do more harm than good. At best, mistargeted communication will be ignored. At worst, it could cause a customer to turn away from a brand.
Overcoming Data Obstacles
Creating a complete, accurate picture of any given customer is challenging. Practical personalization takes ongoing effort and continuous refinement. This involves both coordination and integration, along with the all-important human component.
The right tools are crucial for translating data into effective personalization. When looking for a customer data platform (CDP), marketers must put more emphasis on quality than quantity. Sophisticated AI-powered tools can also help sort through the data to create detailed, accurate profiles.
A direct, transparent approach can also be invaluable. What does that look like? Zero-party data (data a customer shares voluntarily in return for personalized offers and recommendations). It's a conversation with customers, which can start with social interactions, surveys or customer service interactions. It's an open dialogue that gives customers an opportunity to weigh in on their needs, wants and preferences — no guessing required. The increased scrutiny under which personal data can be acquired and used is creating another major challenge for marketers.
Increasing Regulations And Restrictions
Online privacy came into the spotlight in a major way in 2018, thanks to the Cambridge Analytica scandal, followed by the General Data Protection Regulation (GDPR) taking effect in Europe.
While plenty of studies show that consumers expect and appreciate personalized interactions, the Cambridge Analytica scandal and #DeleteFacebook blowback that followed made it clear that consumers are growing uneasy with how their personal data is both collected and used. Increasing regulations on the use of personal data soon followed.
GDPR had marketers scrambling to make sure they were in compliance with new restrictions that included European customers' "right to be forgotten" (making it unlawful to store data collected from an individual without consent). This year, the California Consumer Privacy Act (CCPA) is bringing similar restrictions to the States — or to one state, for the time being. Under CCPA, which went into effect January 1, businesses must disclose the personal information they're collecting from customers in California and ask for permission before selling personal data.
Tightening restrictions on location data collection have also made it more difficult for marketers to personalize messaging based on location. Likewise, targeted advertising is getting more restrictive on Facebook due to anti-discrimination efforts. Advertisers running ads related to credit, housing and employment can no longer target customers based on demographic information like ZIP code, age or gender.
The trend is clear: The collection and use of personal data are coming under increased scrutiny, which can significantly impact personalized marketing strategies.
Trust And Transparency
The key to effective personalization is a customer-centric approach and an increased focus on zero-party data. That starts with getting a complete and accurate picture of who customers are and what they want through a transparent, ongoing dialogue.
Personalized marketing works if marketers are willing to put in the effort. It's not about just collecting data but ensuring that the information is accurate and acquired in a transparent manner that customers are comfortable with.
In the ever-changing landscape of data regulations and consumer comfort levels, marketers must be nimble and be prepared and ready to pivot. As long as marketers keep the customer at the center of their efforts and are willing to play the long game, personalization can pay dividends that are well worth the effort.
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cac9c43bbe95ae035116486ff9251a89 | https://www.forbes.com/sites/forbesagencycouncil/2020/02/11/three-ways-to-improve-your-video-marketing-strategy-with-influencers/ | Three Ways To Improve Your Video Marketing Strategy With Influencers | Three Ways To Improve Your Video Marketing Strategy With Influencers
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It’s no surprise that video marketing has been on the rise. Since the beginning of 2017, social media analytics have shown an increase in users pivoting toward using video and creating original, video-related content. This trend took large strides in 2018 with information gathered from our own research surveys, combined with data from other sources, all pointing toward video as the future of social media marketing.
As the time users spend interacting with social media fluctuates, so does the need for innovative methods of connecting with an ever-growing, ever-changing audience. It’s important to note that while Facebook is declining in popularity, Instagram only continues to grow — especially the video aspect of the platform. While it’s true that each social media outlet demands a different strategy to best reach different audiences, video is a method that has pulled proven success. With an Instagram-focused future, it’s crucial to think about how video can best be utilized to improve your marketing strategy.
Although the rise of video doesn’t necessarily coincide with the rising popularity of influencers, our company has seen that the combination of both can result in a powerhouse of marketing capabilities. Partnerships between brands and advertisers have been primarily influencer-centric over the past few years, and taking these partnerships into video format, when done right, can increase the success of your marketing efforts. With that being said, here are some tips for leveraging influencers to improve your video marketing strategy:
Create partnerships that highlight the interests of both the influencer and the brand.
This concept may seem obvious, but the implementation should result in powerful activations on behalf of your brand or company. As influencers grow more popular, their interests have gradually become more niche. By taking the time to sort through the waves of influencers for the ones who are specific and right for your brand or campaign, you can create a more meaningful connection with their audience — hopefully turning them into your audience.
In order to find the right influencer for your brand, take a look at your goals for your video campaign. Are you trying to spread awareness about a new product or service? Look for influencers who share the same values or are already fans of the brand and product; chances are their engagement with the new items would fit seamlessly into their content, resulting in better engagements from their audiences and heightened awareness about your brand.
Make sure the content is authentic.
When it comes to social media platforms, the more high-quality and polished your content is, the more likely someone is to get drawn to it. But what happens when all content pivots toward the same high level of quality? Brands and advertisers are losing credibility with newer generations by putting out "perfect" and flawless content. Younger consumers who are part of Gen Z and millennial culture have shown a large draw toward authenticity and transparency, which is a prime strategy of influencers. When adding an influencer to a video marketing strategy, the message of the brand should be an honest and intimate image.
To make sure your video content is authentic, partner with influencers who also portray themselves as authentic and allow them to have some of the creative power. If a brand creates a video campaign with an influencer who doesn't fit their normal aesthetic, their audiences will notice and become less engaged or turned off by the content. An easy fix is collaborating in a way that creates a more meaningful relationship between your brand and your influencers. By communicating about what a final video product should look like, brands can express their message while influencers can stay true to their initial aesthetic or values. It's more authentic, and consumers will notice.
Choose influencers who act as accessible, relatable points for brands to reach a desired audience.
There is a wide range of influencers with varying degrees of reach. From micro-influencers with around 1K followers or less to macro-influencers who have follower counts in the hundreds of thousands, each person has a specific audience whom they interact with on a regular basis. There are pros and cons to both sides of the spectrum.
Smaller influencers interact more intimately with their followers and might even know them all on personal levels but have a smaller reach. Larger influencers have a wider reach but a few degrees of separation from the intimate details of each of their follower's lives due to the sheer number of accounts interacting with their content.
Investing in the right influencers is key to creating a successful, authentic campaign. The most successful influencers genuinely love the products they are promoting and can communicate paid endorsements in a way that feels like a recommendation from a friend. These types of intimate connections between influencer and consumer can create a meaningful relationship that the consumer will hopefully extend to the brand the influencer is partnering with.
One good way to narrow your search is to look at influencers who have an audience that aligns with your brand, as well as influencers who use your product or service organically, or without sponsorship. Using influencers who have a genuine connection to the brand prevents content from coming off as forced, inauthentic or too monetarily motivated. Then, influencers must be analyzed and vetted by the quality of their content and how it aligns with your marketing campaign goals.
As social media platforms pivot toward more video-oriented content, it's important for brands and advertisers to also shift their strategies toward solutions that are video-compatible. Influencers can offer a meaningful option for companies to explore intimate relationships with niche groups of people who might respond positively toward their products or campaigns. Our future is in video, and that future is filled with influencers.
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180f0687233e7001bdc99b526a883d80 | https://www.forbes.com/sites/forbesagencycouncil/2020/02/12/6-steps-to-developing-a-killer-marketing-strategy/?sh=318b2d771bf2 | 6 Steps To Developing A Killer Marketing Strategy | 6 Steps To Developing A Killer Marketing Strategy
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I am all about strategy. Working smarter, not harder, has always been my motto, and in the world of marketing, having an effective strategy is the No. 1 way to do just that. In my experience, these six steps have been at the core of every killer strategy planning session I’ve been a part of—I hope they do the same for you.
1. Understand Your Company
Many businesses want to jump into the logistics of developing a marketing strategy before laying the groundwork. However, as the saying goes, you can’t know where you’re going unless you know where you’ve been.
Consider your past marketing strategies—where they’ve succeeded and how they’ve fallen short. I remind my clients that the way they’ve always done things is not necessarily the best way—there is untapped potential waiting behind the strategies you've never tried.
2. Know Your Audience
Your clients drive your business forward, and understanding their wants and needs will help to keep your marketing efforts focused and your goals clear.
When determining your target audience, do not just make assumptions. Beyond defining their location, age, gender and income demographics, you should also get an idea of what makes your customer tick.
Understand their interests, their buying motivations and their biggest concerns and complaints with the industry in general. This information could prove to be invaluable in the implementation of your strategy.
3. Perfect Your Brand
To perfect your brand, you must first define your brand. In the world of marketing, the term "branding" does not only refer to your logo. While a logo is a physical representation of your brand, branding itself includes the way people think and feel about your company. When your business name becomes synonymous with the thing you are selling, you know you have a good brand.
Ask yourself what you want people to feel when they look at your website. What do you want them to think about when they see your logo? Once you identify these objectives, you can work backward to produce visuals and deliverables that speak volumes.
4. Consider Your Goals
A marketing strategy would be useless without specific goals to achieve. Decide how you see your business growing in the next five years, and then set specific, measurable, attainable goals to help you get there. Your marketing strategy should explicitly reflect and support your goals.
For example, if you want to want to reach 60,000 subscribers by the end of the year, your marketing plan should include convenient ways for customers to sign up for your mailing list. If you want to rank organically in the top three for the word “bakery” on Google, you should implement SEO techniques with a specific focus on that keyword.
Tracking conversion and engagement allows you to analyze the success of your efforts and reevaluate if needed. Setting clear goals helps to ensure that your marketing strategy stays on track.
5. Research Your Competition
Marketing is a competition. It’s all about promoting your business better than anyone else. While you may look at another website or brand for inspiration, your research should focus on how your competitors are connecting with clients online. What promotions are they offering? What strategies have they implemented?
Overall, this step can help you determine what others are doing right, as well as identify any holes (a.k.a. opportunities) that exist in the current market.
6. Choose Your Channels
Marketing comes in all shapes, sizes and possibilities. This step comes last because you’ll want to use the data gathered previously to inform you of which channels to choose. Without understanding your target audience, for example, you may not understand the value of utilizing social media.
Social media marketing, search engine marketing and content marketing are the three main spheres that stem from digital marketing. From there, you may choose to implement remarketing campaigns with social media management or local SEO with blogs and website copy.
Bonus Tip: One of the first things we ask our clients as we begin to develop a strategy is, “What is the value of a lead?” This question helps to optimize a company’s sales funnel. Breaking down the client experience—from awareness to interest to desire to action—can help you identify which points require more attention and how different marketing strategies can move customers further down the funnel.
Investing in marketing tactics without a strategy is throwing away good money. Without a clear-cut road map and a direction to reach your goals, your business may never see the success it deserves. The power of a marketing strategy cannot be understated. If you don’t have one, get one. if you have one but haven’t implemented it, start now. If your current strategy isn’t working, reevaluate. A powerful marketing strategy can help you make sense of all the noise and be your skyrocket toward success.
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b316f152b469875922979941cfcc85b7 | https://www.forbes.com/sites/forbesagencycouncil/2020/02/14/6-key-elements-to-a-successful-link-building-campaign/?sh=74595c807231 | 6 Key Elements To A Successful Link-Building Campaign | 6 Key Elements To A Successful Link-Building Campaign
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Today, more companies are leveraging SEO to improve their web presence and attract customers. One of the most effective activities of SEO is link building, the process of acquiring backlinks (links pointing to your website from others). Link building can improve the search engine visibility of practically any website when combined with good content. In this article, I’m going to discuss six important areas that can help your organization succeed with link building.
Let’s get right to them.
1. Assess Your Resources
Do you have enough resources to run a link-building campaign? Link building requires money and/or time to be successful due to software, research, content and outreach needs. Will you have an adequate budget allocated to link building? In my personal experience, a typical link-building investment ranges between $3,000 and $5,000. Sometimes it can be much more, depending on the business need. I’d recommend setting aside no less than $4,000.
Backlinks can be tough to get because a lot of strategic thinking and manual labor is required. You’ll typically need lots of content and have to do plenty of research to uncover link prospects or candidates. So make sure you know how much time and money your organization is willing to spend. The amount of success obtained from link building will be proportionate to how many resources you throw at it.
2. Assess Current Link Opportunities
Applicable link opportunities will vary by industry. However, your link targets must always consist of people or organizations that can link to you. Otherwise, you’ll have a hard time getting links. For example, married couples with no site of their own can’t link to a wedding planner website, but wedding blogs can.
The number of content publishers in your industry or market will determine how many link opportunities are available. To properly assess your link opportunities, I recommend doing the following:
• First, identify categories of link candidates based on their ability to link to you. This could be bloggers, trade organizations, niche-focused web directories and so on.
• Second, figure out which link candidates make sense for your business. For instance, you may want to avoid reaching out to competing company blogs.
• Third, formulate plans to acquire links. This may involve directly reaching out to candidates or registering your website in the case of trade organizations, business directories, etc.
3. Do You Have Any Link Assets?
You may already have assets that can earn your business more backlinks if marketed properly. Link assets can be content, your product, staff member profiles and more. For instance, let’s assume someone in your organization is very personable and good with social media. In this case, placing them in front of the organization as a brand advocate or evangelist may lead to more people linking to you.
Here’s another example. Coca-Cola shared its supplier guiding principles online so anyone can access them. Over time, that content has naturally accumulated several backlinks. The content helps Coca-Cola with more than links. The information also improves how Coca-Cola is perceived by consumers and its critics.
The possibilities are many when it comes to linkable assets such as free online tools, brand educational videos, original research, etc. However, for something to qualify as a link asset, it needs to differentiate your brand in some way. For example, sharing your social media policy isn’t the best linkable asset if competitors are already doing it.
4. What’s Working Now?
Think about what’s working well now. How do you currently generate subscribers, leads and customers? For instance, if you already have a list of customer email addresses, maybe start there. Some of them might be content publishers.
Figure out the things that are already working for you, and design your link-building campaign with those in mind. You can leverage things like coupons, prizes, free memberships, etc. This approach is also more economical because you’ll be leaning on existing strengths.
5. Align Business Goals With Link Building
For link building to be truly effective, I recommend aligning other business or marketing objectives with it. That means making sure that link building also helps you reach other business goals. This should be considered from the get-go.
For example, let’s assume one of your goals is to be known for having the best pizza place in LA. Your team decides to reach out to food critics/bloggers for reviews of your pizza. This accomplishes two things: You’ll obtain a backlink for each review and become closer to achieving the other business objective.
6. Consider And Address Potential Bottlenecks
Like with many activities within organizations, some things can slow down the progress of link building. Some activities may require higher-up approval to implement but are necessary for link building to move forward. Therefore, assess every activity concerning your link-building campaign. Determine which ones may need approval before launching the campaign. Then decide how to best handle them so link building isn’t affected.
Do that regardless of whether you’re working with an agency or doing link building in-house. I’d recommend providing your link-building team with the same creative freedom as the department in your organization with the most influence. This way, the link-building team can move more quickly toward positively impacting the business.
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ed0b47c71ea4640f59534442a866578d | https://www.forbes.com/sites/forbesagencycouncil/2020/02/19/how-to-survive-and-thrive-in-the-blender/ | How To Survive And Thrive In 'The Blender' | How To Survive And Thrive In 'The Blender'
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New ideas are fragile.
Inside complex corporate cultures, fresh thinking regularly gets attacked, or worse. After a career spent feeling and healing the cuts, I decided to try to figure out what was happening and why. I also ended up giving it a name, because it helps to classify your enemy as something familiar — makes them less scary.
Here’s a scenario you may recognize. Your team is tasked with developing an idea, something better that will make an impact. You work hard, taking time to craft a simple, elegant solution — a refined concept supported by research, creatively expressed yet rationally considered. You bring it to a wider group, and smiles light up around the room.
Then you start to build. The smiles recede.
When you're done, you are exhausted, frustrated and despondent. During the concept phase, you conceived something new and magical — a Tesla in a world of internal combustion. Today, you're looking unhappily at a wobbly tricycle.
You just experienced The Blender: a whirring, churning beast that takes a huge bite out of productivity and growth in every category.
What is The Blender?
Every company operates like a system, a machine made of structure, process and culture. At the heart of each system, you’ll find the most valuable and least understood assets in every business: people.
How these components interact with each other creates movement, and how new ideas are received leaves a mark. The system spins and cuts. That is The Blender. And yes, the blades are people.
How much havoc does The Blender wreak? Let's look at the $1.3 trillion spent on digital transformation every year. BCG estimates failure rates between 50% and 75% and McKinsey tells us the failure is "largely due to employee resistance and lack of management support." The math is easy to do, yet the scale of the problem is hard to imagine. That’s The Blender at work.
Why does The Blender exist?
Most people are not naturally serrated. Antagonism is conditioned until rejection becomes habitual, pushing away what they do not understand or, more importantly, what they had no involvement in creating. Fear of the potential damage to their own initiatives is also a factor, as your idea draws oxygen away, making it weaker.
How do good people end up getting blended?
In part, it’s our own fault. We get so focused on defining and refining our precious new idea that we forget that others need to see it, contribute, participate to believe in it.
So we reveal them too late, fully formed. We look for admiration rather than contribution. We show others we don't need their input, just their applause.
As creators, our bad habit is devaluing their potential to make our idea even better. And every time we do, we willingly cast our idea into The Blender, believing its brilliance will be enough to protect it.
How To Spot When You Are Inside The Blender
The journey through The Blender is a perfect example of "death by a thousand cuts." The process has three tell-tale modes to look out for:
The Blades
What matters to you is not what matters to them. As you socialize your new idea, the responses you receive are based on what others value or believe is important. Deconstruct any piece of negative feedback, and you’ll uncover those personal motivations quickly: Misaligned objectives, perceived impact on personal incentives, or a feeling of being overshadowed or devalued by this new, shinier thing.
The Cut
Each piece of feedback leaves a mark. Looking at feedback as a set of motivation and marks will reveal patterns. Those patterns will show you how deep inside The Blender you really are and how permanent the damage is going to be.
The Scar
Changing your idea to make it more palatable usually involves reshaping or diluting something. The heal remains visible, and over time, what you have looks very different from what you started with. Be conscious of how much impact you are accepting to placate subjective feedback. Often, we go into triage mode and just try to keep our idea alive, caring less about how healthy and useful it will be when healed.
How To Survive Life In The Blender
Over the last few years, we’ve built a few tools to help teams survive the journey through their cultural blender. Here are three takeaways:
1. Build a culture team alongside your creative team.
Now that we can recognize this previously unknown force, we can staff up to meet it head-on. Allocate 20% of your project hours or people to the cultural integration of your idea, to spending time engaging with the people you need to support your idea. It sounds like a lot, but the potential damage they can cause if you ignore them will cost you much more.
2. Understand the blades.
Don’t just engage people; get to know what makes them tick. Listen to every stakeholder, and build a picture of both shared and individual drivers. They will tell you what matters to them and what they need. Once you’ve listened, codify your insights. Create segments or personas just as you would with customers, so you can go in armed and ready. Remember, you aren’t just protecting your idea from the blades; you are also looking for ways to blunt them or avoid impact completely.
3. Involve them early, and turn The Blender into a filter to make your idea bigger and better.
Do all of this from day one. From the minute you start developing a new idea, start working on how it will survive and thrive in the culture you work in. Bake cultural fitness into your road map from the start, and turn your blades into willing builders.
Change is hard because new ideas are more fragile than the tangible solutions that exist today, no matter how outdated or underpowered. Recognizing and navigating The Blender is a big step in helping these new concepts grow stronger faster and survive the journey to a successful launch.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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c846f7408f791523ec19753afd6311ea | https://www.forbes.com/sites/forbesagencycouncil/2020/02/19/three-tactics-to-maximize-local-search-results-in-b2b-marketing/?sh=75861e937528 | Three Tactics To Maximize Local Search Results In B2B Marketing | Three Tactics To Maximize Local Search Results In B2B Marketing
Photo: Getty
When the internet was born, so was the act of searching. In fact, Google receives an average of over 3.5 billion searches per day and 46% are seeking local information. In fact, a Google study showed that 72% of consumers who performed a local search on their smartphone visited a business within five miles of their location. This makes sense considering local search is intended to help people find things nearby.
A local search is unique from normal inquiries because it poses a geographically strained question and uses search engine databases to pull up local business listings.
Below, I'll explore three local SEO tactics we've found effective for B2B marketing:
1. Local-Specific Content
Not only are consumers avidly searching online for products and services, but so are businesses. If a company needs to purchase 100 computers for its employees, it won’t send someone over to a technology big-box store. It will likely search online for computer suppliers and initiate the purchasing process digitally.
One of the best ways to ensure your business appears in the online local searches of other businesses is by producing local content, specifically in the form of blogs that cover topics related to the area.
For example, for an economic development client, our team utilizes SEO techniques and inbound marketing to attract other businesses to the community. In the blogs, we include SEO keywords connected to the industry that are likely to appear in businesses' searches. This way, when a business that is within the target audience searches for areas to grow their business or other related inquiries, our client’s relevant blogs will appear in the listings, successfully offering helpful information and attracting new businesses. Additionally, these blogs cover a wide variety of topics that are interconnected to the local area as well as hit businesses at different stages in the decision process.
A 2019 B2B Buyers Survey Report found that 97% of buyers said it was important to them that B2B websites "have relevant content that spoke directly to their company," and 96% said that it was important to them that the B2B websites "spoke directly to the needs of their industry and demonstrated expertise in their area."
2. Paid Advertising
Pay-per-click (PPC) advertising is considered one of the most effective advertising methods—and not just for B2C marketing. In fact, 71% of buyers in the B2B industry begin with search engines when looking for their needed purchase.
Additionally, the same 2019 B2B Buyers Survey Report found that 68% of buyers noticed ads from the provider they chose during the research process, and of those, 37% said those ads positively impacted their view of the company. On top of that, 73% of respondents stated they are relying on more sources to research and evaluate purchases. This is especially important, considering ads are often one of the first avenues in which buyers engage with businesses.
The next question many B2B marketers ask is: Does PPC actually affect SEO, specifically in regards to local search?
The short answer is: when paired with SEO initiatives, yes.
When you run a PPC ad, it appears at the top of the search result. A buyer might see the ad and keep scrolling, only to see your website or one of your blogs appear in the organic listings below. This doubles your exposure and therefore increases the chance of someone clicking on one of your listings. Additionally, when your business is shown multiple times, it can give your audience the air that you are a reputable business and offer reliable products or services.
PPC is also one of the quickest ways to see which SEO keywords are driving the most traffic. If you discover a certain set of keywords that are effective on your audience, you can immediately incorporate those keywords into your content.
Lastly, your PPC campaign will run 24/7, whether you’re in the office or not, and rather than spending large amounts of money and time, you can reach other businesses that actually want and are searching for the products or services your business offers.
3. Sharing On Social
As a B2B entity, did you know that sending regular social signals can affect your Google ranking when individuals perform local searches?
While it is true that Google does not rely on social signals directly to rank businesses, your social media activity can still have a significant impact on how high your business will rank—possibly bumping it up in rank.
Additionally, social media reviews are one of the top ways buyers look for information about a business. The more you share, the more people leave reviews, and the more users click on your social platforms, the higher Google can rank your business in searches. How?
When you publish posts that are helpful or exciting for your audience, they will be more likely to share them. The more shares your posts have, the more chances there are for individuals to visit your website, and Google responds by moving your business up in the rankings because the algorithm sees that your business is popular.
Local SEO Is The Way To Go
There is no question that businesses are searching for local solutions for the products and services to meet their needs. The only question is: Will your B2B business maximize on this hidden opportunity?
Paired with SEO initiatives in blogging, PPC ads and social media, your local search strategy can have profound effects on your number of leads and a greater ROI for your efforts.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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d5ec9331c0e73afc91b09a9b669570cd | https://www.forbes.com/sites/forbesagencycouncil/2020/02/20/13-website-design-principles-any-business-should-keep-in-mind/?sh=72f1667c6dc8 | 13 Website Design Principles Any Business Should Keep In Mind | 13 Website Design Principles Any Business Should Keep In Mind
A website is more than just a portal to a product or a service. It gets the user interested in what the business has to offer, and it tells a story about a brand. Like other marketing material, a website, its colors and design principles should align with the goals and values of the business it represents.
If the webmaster designs the website poorly, it might end up driving customers away from your site instead of converting them to customers. To help businesses understand what elements of web design work and which do not, 13 members of Forbes Agency Council share their expert opinions and some of the key design principles any company should keep in mind.
Members share the most important website design principles for brands to follow. Photos courtesy of the individual members
1. Cater To Your Audience
Remember your audience. Designers can get lost in features, information or navigation flow but then forget who the audience is, why they are there and what they are looking for. Simply remembering them will help guide everything about a website, from its design to its copy and flow. - Stefan Pollack, The Pollack PR Marketing Group
2. Lead With What Matters To Ideal Clients
The big mistake in the pro services world is building a website that talks about the company, not the ideal client. We do deep-dive research to understand what's top-of-mind with ideal clients. Then we make sure those concerns are presented on the homepage and other key pages with the option to learn more. This drives deeper engagement into the website with much longer user sessions. - Randy Shattuck, The Shattuck Group
3. Focus On The Prospect's POV
Look at the website from the customer or prospect’s point of view -- not from the company’s. This means, always add value to every interaction, not by selling, but by guiding the prospect on their journey to achieve their goals. - Robert Finlayson, Zeno Group
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4. Focus On The User Experience
Websites nowadays should be focused toward a seamless user experience. People want to be able to find the information they need within seconds. Having a compelling headline with a strong call to action with a lead capture is my go-to formula for a well-optimized experience. Speed is crucial too for best practice. - Sam Founda, Social Connection
5. Consider What Actions Visitors Will Take
When we refresh our site, we start with two questions: What are our client's business objectives and how is this page addressing that need? From there, we map out a basic site hierarchy, and consider what action the qualified visitor will take on each page to advance their journey from "aware" to "engaged." We then launch, track our assumptions versus actual behavior, and tweak accordingly. - Megan Cunningham, Magnet Media, Inc.
6. Create Design And Content Together
Your website's design and copy are like the music and lyrics for a song. They are best created together. Today's best websites have content -- written, video, multimedia -- that emerges naturally from each page to create a unified experience. If the visitor feels like their experience is confusing or disjointed, they will leave. If it feels organic and harmonious, they will stay. - Scott Baradell, Idea Grove
7. Keep It Simple
Keep your website simple. Filling web pages with unneeded nonsense to make your business look impressive can be counterproductive. Remember that people are visiting your site for a specific purpose. Make it as simple as possible for them to visit your page and obtain what they came for. - Zachary Binder, Bell + Ivy
8. Focus On The Response Time
One thing that is very important is the response time of the website. When they come to a site, people have only a short time to be able to be convinced to stay. However, if you are able to get their attention and help them find what they are looking for, you will be amazed at the response you will get from your audience. The one thing that people can never get back is their time. - Jon James, Ignited Results
9. Be Scannable
We flip through magazines before deciding we’ll read deeper and do the same online. Your site should communicate when just being scanned quickly and then also provide deeper information when the user is ready to dive in. - Ryan Short, MODassic Marketing
10. Use Concise Text And Appealing Visuals
Consolidate the most important information in an easy to read engaging format. Avoid “telling” and instead focus on “showing.” Potential customers will be more interested in seeing through visuals why a business is relevant to them versus being told by a few lines of text. - Jordan Edelson, Appetizer Mobile LLC
11. Make Menu Options Clear And Accessible
Most people go to a website looking for a specific piece of information or answer to a question. If the website's sitemap menu is not easily accessible, self-explanatory or is too broad, you can lose visitors quickly. Look at your analytics to see what search terms lead to your website or what pages are most frequently visited and make sure that information is easy to navigate to from the home page. - Leila Lewis, Be Inspired PR
12. Use Intentional, Well-Planned CTAs
One reason websites become challenging to navigate is that they confuse the visitor with choices, or don't ask them to do anything at all. A well-designed website has CTAs (calls to action) that are strategic and well planned. You also shouldn't have too many CTAs, so as not to overwhelm your visitor. Always tell your website visitors where they should go next. Design their ideal user experience. - Ben LeDonni, CreativeMMS
13. Make Sure Copy Isn't A Visual Obstacle
One tactic we've used is keeping the written content to a minimum on the primary pages so we don't visually overwhelm visitors with long paragraphs. Anyone interested in the details of a subject can click the buttons or text links that lead to more information. This approach keeps the site clean and easy to browse, but still provides answers to visitors who are deeper into the buying cycle. - Scott Greggory, MadAveGroup
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b19ad886f331f9503df8bb547b067084 | https://www.forbes.com/sites/forbesagencycouncil/2020/02/24/your-brand-is-your-greatest-asset/ | Your Brand Is Your Greatest Asset | Your Brand Is Your Greatest Asset
Photo: Getty
No matter the industry, product, customer or size, a company’s brand is its single most important asset. Your brand isn’t just your logo. It’s how you interact with the world — from your customers to your employees — and it all stems from the brand. So, what do you do with your most important asset? You protect and grow it.
At times, those two things — protect and grow — can seem like two opposing forces. If you protect something, you have to keep it close. But to grow something, you have to give it space. This is why it’s critical that your agency understands the ecosystem that is your brand.
Your brand manifests itself through strategy and identity, experience and storytelling.
Strategy And Identity
Your brand strategy and identity are the essence and foundation of who you are and what you stand for. We use our own brand process to reveal our clients’ brands through five key components: Purpose, Promise, Character, Champions and Assets.
Though a lot goes into crafting each of these components of a brand strategy, at their most basic levels, this is what each one stands for:
Purpose: This is your why. The purpose is very, very high and emotional.
Promise: This is what you do. This is the one thing you promise your customers.
Character: This is who you are. The unique blend of personal human traits that allow your brand to interact with other humans.
Champions: The people who love and advocate for the brand. Anyone who loves you — customers, employees, partners, etc.
Assets: The things you own to deliver on your promise. What your brand owns or does that allows you to uniquely provide your what.
Many people use different terminology for these five components, which is perfectly fine, as long as the adequate level of effort is invested in uncovering and articulating the components of the brand.
This framework articulates the brand’s essence — what it stands for, what and how it delivers, and who it is. This framework provides the foundation for when the brand’s identity comes to life, both visually and verbally. It serves as an internal guide that informs all interactions and representations — from employees to partners to customers. When everything a brand does is couched in this strategic framework, it will be protected from distortion and misrepresentation, commonly referred to as “off strategy.” That’s why it’s so important that the agency working on the creative execution of a brand understands the brand’s strategy and how to translate it.
Brand Experience
Your brand experience is how your brand shows up in the world. This is how people experience the brand. No matter if your company is B2B or B2C, it still interacts with people. This is why it’s critical that when you deploy your brand (again, your most valuable asset), you do so in an intentional way that creates value. In crafting your brand experience, think about why it matters to someone — why should they care? What is their reason to believe? The best brand experiences are designed with the customer at the forefront.
Storytelling
Lastly is brand storytelling. When people experience your brand — through sight and sound — they often have a reaction. Sometimes it’s emotional, sometimes it’s intellectual. These reactions create a story — a story of how a brand makes a person feel or think. The way a brand grows is by telling these stories and putting them out into the world. When someone sees themself in that story, they want to experience it too. This is where the growth occurs, then it multiplies.
The delicate balance of these three entities is critical for a brand and any agency that works with a brand to understand and practice. Your brand is a living, breathing thing. It needs constant attention, evaluation and the freedom and means to interact with the world.
The best advice I can give is to invest in your brand. Campaigns come and go, but your brand should be enduring. And for something to be enduring, it has to be well-crafted and thought out. It must never be addressed with a “this will work for now” mentality. What you save in cutting corners on your brand, you will lose in dividends with off-strategy work. What you gain when you invest in your brand will repay you in multiples in the market.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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7b6297b3739a73df99dc5a5f45b96f30 | https://www.forbes.com/sites/forbesagencycouncil/2020/02/25/when-should-you-hire-a-social-media-manager/?sh=6a4205c96ba1 | When Should You Hire A Social Media Manager? | When Should You Hire A Social Media Manager?
Photo: Getty
As the owner of a new business, you're constantly searching for ways to increase your brand reach and ensure your company remains relevant in the market. You've got to use the resources available to you if you're going to be effective. Not using social media to improve customer engagement is like putting a doorstop in front of the door to your business. You're limiting your business to keep growing and, what's worse, you may not even realize it until it's too late.
While you can easily manage a small account on your own — at first, at least — as your enterprise grows, so will the need for multiple channels. And the more work you do, the less time you'll have to do it (or to do the rest of your work). For a business to manage its social media marketing effectively, it has to maintain engagement in a practical, sustainable manner.
This is where an in-house or outsourced expert can come in. Besides understanding how your enterprise is perceived by target audiences, experts should work to simplify logistics and harness a company's advertising potential. More importantly, they should take this work away from their managers and the rest of the company.
The end result of a dedicated social media team? When done well, better visibility, more chances of trending and associated increases in revenue. But is it time to hire a social media manager? Let's take a closer look at when you might want to consider hiring help:
You see social media as an 'on the side' job.
According to research, consumers who have had positive social media service engagements spend an average of 30% more with that business annually. Of course, this kind of result doesn't happen by mistake. You need a carefully crafted strategy, both so you can post consistently and so that you can interact with visitors in a way that benefits everybody involved.
The only thing worse than no social media strategy is an inefficient one. You might spend hours creating outreach programs, only to discover your posts aren't actually getting any halfway decent attention. And that's just time lost at that point.
Campaigns like GE's #6secondscience Vine videos or Dove's famous 2016 #mybeautymysay campaign were extensive and required a lot of planning from a full-fledged team. This is social media strategizing at its best because it knows one thing: that truly effective social media management doesn't happen on the side of your regular business operations.
Using a pervasive social media campaign with a running theme, a good social team reinforces a brand, moving from YouTube to Facebook, Instagram, LinkedIn and, more recently, even TikTok.
The all-in retargeting approach — something I've put a lot of focus on in my years in digital marketing — puts clients front and center. In as little as a few weeks of targeted work, measurable traffic should result from social media work.
You don't have enough time to stay on top of evolving social media trends and changes.
Maintaining a competitive edge via social media marketing can be tricky, especially without going over-budget. Just last year, Facebook incorporated updates that drastically decreased the organic reach of businesses. Dozens of corporations turned to social media ads.
If you've lost more money than you actually spent on ads, or simply never found out about these opportunities to begin with, it's probably time to hire an expert. It's a social media expert's job to stay abreast of any changes that could impact your promotion efforts. Combining creative web design, content writing and video for a more captivating end product, a worthy expert capitalizes on timing by posting updates on the latest developments in your industry, as needed. This is how posts can go viral, and we all know the benefits of virality in business marketing.
You're unable to objectively pinpoint what is and isn't working.
Posting daily, with reactions, responses, comments and sharing, is a reliable way to build up your online foundation. But fledgling business owners can be too close to the business to see the smaller cracks in their marketing plans. This makes making sound judgments difficult, and social media marketing is no different.
If this sounds familiar, bringing in a dedicated expert to focus on the bigger picture and provide an outsider's perspective can prove invaluable. Find an expert who can determine things like whether your response time is lacking or if you should post more visual content. They should be able to determine what the reading level of your content should be and what type of calls to action will increase sales.
Additionally, social media experts with comprehensive digital marketing experience can harness potential emerging social media platforms outside of the standard Facebook, Twitter and Instagram. It's their job to work within your industry, either implementing a far-reaching plan all at once or gradually increasing your social media presence from just a few platforms to a full range of avenues, all with specific access to your target audience.
Each step in the growth of your social media presence is also tied to the securing of your ROI within that platform, to the point where you want someone who isn't going to move onto the next before the previous is already taken care of. By the time you're fully built out, your budget will be less of a concern than a foregone conclusion. And you might never have known it without an outsider's perspective. In digital marketing, we see this kind of thing play out all the time.
The days of social media being optional for business are ancient history. What's important now is getting as much as you can from these market-rich platforms without taking too much away from your regular duties.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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0dd77cc4fe742bbbbafadf234f0e6a66 | https://www.forbes.com/sites/forbesagencycouncil/2020/03/04/effective-web-design-the-relevance-and-influence-of-minimalism/?sh=23c11ed255eb | Effective Web Design: The Relevance And Influence Of Minimalism | Effective Web Design: The Relevance And Influence Of Minimalism
Photo: Getty
Creating an impactful design can be subjective. Personal preference may lead one person to favor a particular design technique, while another person may prefer a completely different approach. And while there will always be variances in personal preference, new trends frequently emerge in the world of art and design. Often, these trends come as a reaction to or even rejection of previous trends.
Even in a crowded and competitive market, I've noticed that designers who strive to stand out often go with a more simplistic approach in an effort to connect with the user. The same is true in web design. The current trend, resulting from increasing complexity in web design, is to take a minimalist approach to create more meaningful engagement. Across all platforms and industries, designers leverage minimalism as a way to streamline their designs and focus the user’s attention on what is most important.
What Is Minimalist Design?
Like all other trends, minimalism was influenced by other trends in design, such as the geometric abstractions associated with the Bauhaus movement and Zen philosophy in Japanese culture. Minimalism focuses on simplicity, expressing only those details that are most essential in a design. It is often used as a way to showcase a subject’s true form, accentuating its inherent elegance. In web design, this means stripping away anything that would draw the user away from the focus of the design. This strategy pushes designers to prioritize the various elements in their designs and eliminate anything that is not necessary, simplifying the user interface (UI).
Characteristics Of Minimalist Design
Minimalist design is best characterized by the phrase “Less is more.” Negative space is often used to great effect in web design, creating strikingly focused imagery. This lack of content can make a design feel simple and clean, while still being sophisticated. When coupled with dramatic photography, illustrations or typography, the message of the design becomes exceptionally clear to the user.
High contrast is also common in minimalist designs, drawing attention through its boldness. Designers may also choose to use a limited color scheme, sometimes deciding on a monochrome scheme. By limiting the use of color, they can clearly dictate the focal point of the design.
Impact Of Minimalism In Web Design
Web designs can be elevated with a minimalist approach by simplifying the overall interface for the user. Because designers have to establish the most important elements, each and every item they include in the design must have a purpose. If a piece of content does not support user tasks in some way, it must be eliminated. This can greatly simplify the user’s interaction on the site. When applied appropriately, minimalism can help designers achieve this simplicity while also enticing the user to explore the website.
Another benefit of minimalist web designs is that the lack of complexity in the content can lead to faster loading times and better screen compatibility, which improves the user experience (UX).
An Alternate Viewpoint
As a response to this minimalist trend in web design, some designers are shifting in the opposite direction toward maximalism. In contrast to minimalism, maximalist designs are characterized by a “More is more” approach that embraces vibrancy and overabundance. Bright colors, bold fonts, patterned backgrounds and complex animations are just some of the various features used in maximalist designs, both print and digital. To make these excessive elements successful, designers must use maximalism deliberately and strategically rather than haphazardly. When done right, maximalism can be a great way to make an impact.
For certain brands, a minimalist approach may not be in alignment with who they are. A brand wanting to convey a sense of bold liveliness may find that a minimalist design fails to showcase its energetic personality. It is therefore incredibly important to understand brand identity so that whatever design approach is used makes sense in relation to the brand as a whole.
Creativity and ingenuity will continue to evolve and uncover new trends in design. Minimalism has been used in web design to create compelling communication with its acutely focused messaging. Its powerful influence stirs the imagination and is sure to inspire future designers.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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66dede41d4ecf980a75fb22400b558a9 | https://www.forbes.com/sites/forbesagencycouncil/2020/03/05/8-reasons-your-business-should-consider-content-marketing/ | Eight Reasons Your Business Should Consider Content Marketing | Eight Reasons Your Business Should Consider Content Marketing
Photo: Getty
"Content marketing" is still a relatively new buzzword in marketing circles. But unlike typical business jargon, content marketing is a real thing that can make a company more successful.
So, what is it exactly? Basically, it is providing your prospects and customers with information, usually at no charge, that helps them solve a problem without obviously trying to sell them something. Examples of content marketing include case studies, white papers, e-books, blogs, videos, infographics, podcasts and checklists.
Here are eight reasons why your business should consider content marketing:
1. It helps your SEO.
Having regularly updated, keyword-focused and properly linked content on your website is key to attracting search engine-generated traffic because it provides exactly what a search engine is looking for: clear, honest and well-communicated answers to questions.
Tip: Use a tool like SEMRush to find your most popular content and link it to less popular content on your site.
2. It provides customers value before they buy.
That is, the new marketing paradigm involves providing customers with value before they provide you with money. Without content marketing, you're out of the game.
The psychological foundation of this approach is the principle of reciprocity, which holds that people who receive a gift, even a gift they did not want, are hardwired to reciprocate by providing the gift giver something else of value — in this case, buying what the company behind the content marketing campaign is selling.
Tip: Make your content appear more valuable — and gather useful information — by requiring website visitors to provide their email address to download your best content, like white papers and case studies.
3. It helps position your company as the best solution.
Consumers want to know who provides the best product or service. When searching for something they want to buy, I'd wager that, in nine out of 10 instances, at least one search query will be "who makes the best X." You become known as the best by providing valuable content, like tests of quality, customer testimonials, sales figures, case studies, white papers, etc.
Tip: Compare your product/service with that of competitors' in a features matrix on your website.
4. It's not enough to rely solely on traditional advertising.
Simply telling a potential customer that your product or service is the best, as advertising often does, is no longer believable. You have to prove it, which engaging content gives you the bandwidth to do.
Tip: You shouldn't necessarily abandon advertising, especially digital advertising, when you use content marketing. In fact, you can use online ads to drive traffic to your content.
5. It creates a devoted audience that traditional media can't provide.
Content marketing is about creating an audience with whom you develop a relationship of trust. That doesn't happen overnight. But when it does happen, you are likely to have loyal, evangelistic customers for life. This brings us to another key benefit of content marketing (see reason #6).
Tip: Think like a publisher, not a marketer. One of your main goals in content marketing should ultimately be to create an audience you can monetize.
6. It creates more reliable and loyal customers.
Content marketing results in a better grade of customer than traditional "push" marketing — a customer who will stay with you through thick and thin, spend a lot of money over a lifetime, be less likely to shop you and more likely to tell their friends about you.
This is because content marketing is focused on identifying and solving a customer's problem, not just selling a product. It is the only form of marketing in which the stuff you create to sell your product — that is, the content you provide — can be as valuable as the product itself.
Tip: Provide something special (e.g., a discount, a book, a customer profile on your website, etc.) to customers who regularly interact with and dig deep into your content, which may encourage them to become evangelists for your brand.
7. It can establish you as an authority in your industry.
You can't be a thought leader without content marketing, and thought leadership is key to owning your market because it establishes you as an authority on solving a particular problem. Content marketing is fundamental to thought leadership because that's what good content is: sharing your thoughts. No one ever advertised their way to becoming a thought leader, but many of them wrote (or recorded) their way there.
Tip: Read about anything and everything that pertains to your industry so you can bring truly valuable and objective insights to your content.
8. It's more fun.
Content marketing is simply more fulfilling, fun and honest than most other marketing tactics. Think about it: Is it more fulfilling to create an ad or to write a blog post? The former has no purpose other than to sell something. The latter is about freely sharing lessons from your years of solving a particular problem. It is more likely to lead a conversation than a pitch. In other words, it's more about living than simply earning a living.
Tip: Make sure a large portion of your content does not directly relate to what you are selling but rather helps customers better understand the industry or discipline in which you both share an interest.
So, to sum it up: Though it can be more difficult, be more expensive and take longer than traditional marketing efforts, content marketing can also be more effective, more sustainable and more enjoyable, leading to loyal customers, not shoppers. It is also the only truly authentic form of marketing, as your only motive is to help people, not sell to them. And when you help them, your products and services will sell themselves.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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f196d56f36b8490cc6dafe52c710546b | https://www.forbes.com/sites/forbesagencycouncil/2020/03/16/how-to-create-a-successful-digital-marketing-presence/ | How To Create A Successful Digital Marketing Presence | How To Create A Successful Digital Marketing Presence
Photo: Getty
Deciding where and how to spend your money on marketing can be a tricky proposition: Social media platforms are constantly evolving, and there are websites, blogs and email newsletters to consider. At first glance, encompassing all of these channels in your marketing strategy may seem daunting, but it doesn’t have to be. By executing a multichannel marketing campaign, and by implementing search engine optimization techniques, you can create a digital marketing presence for your product, service or brand that maximizes your return on investment.
Start With Google Search
If you want to rank higher in search results, then consider using SEO. Perhaps you’ve built your website or blog, or you have an exciting new product you want to showcase. SEO best practices, such as the strategic placement of keywords in specific areas of your site, providing a good user experience and publishing content regularly, will help determine where your site ranks on search engine results pages (SERPs). These practices are designed to increase your website’s credibility, and therefore its ranking on Google.
Now consider how much competition you have in your space. If there’s a lot, you may want to try search engine marketing (SEM). With SEM, you are paying for your website to appear at the top of the first search engine results page when you are matched to a searcher’s query through keywords. Many companies rely on SEM to generate traffic to their websites.
Send E-Newsletters
Sending email newsletters to your customers and prospects is another important digital marketing strategy. This presents a singular opportunity: These subscribers have already told you they want to know more about your products and services, and they have provided you with their email addresses so you can tell them more. Now when you have something noteworthy to share, such as a sale or new product or service, you can reach out directly to them with personalized messages that include a call to action (CTA). This is the specific action you want the consumer to take, such as clicking on a button to learn more about something or to buy your product. Include a CTA in every e-newsletter; otherwise, you are likely wasting your marketing efforts.
There are some caveats with e-newsletters: Make sure you email your target audience at the right time: when they are most likely to read your message. You can determine the ideal day/time by varying when you send emails and then checking and comparing the open and click-through rates (CTRs).
Also be careful about how often you send an e-newsletter. Have you ever unsubscribed to a business's emails because you were receiving them all the time? Exactly. After a while, you come to believe that the business's messages are no longer important; in fact, receiving them becomes bothersome. So be strategic in how often you send one out, and make sure that when you do, each email contains relevant and important information for your customers. This will make them feel special when receiving them. It also can make them more likely to click through to your site or buy from you.
Use Facebook And LinkedIn
Now consider which social media channels you want to use to help execute your campaign. There are many to choose from today, but Facebook is still regarded as No. 1 by most people for a reason: The channel has access to an unprecedented amount of personal information on its 2.45 billion active monthly users. You can target your ads based on gender, age, location, demographics, interest and behavior — all information that people have supplied willingly to be part of Facebook.
Facebook Ads Manager is quite easy to use when it comes to designing and executing ads, and you can also save an audience group and target it again later with another ad.
If you’re business-to-business (B2B) (like I am), then consider LinkedIn. It is the world’s largest professional networking site, with 675 million members.
LinkedIn allows you to position yourself as a thought leader in an industry through your posts. As you publish more and more, people will likely remember you for your thought-provoking content. You can become trusted as an expert in your field, leading to business opportunities as people seek you out to help with their business challenges.
Look at each person who connects with you as an opportunity for new business. Plan a series of meaningful messages to send to them through LinkedIn, and share a piece of valuable content or relevant information that will generate more interest in your product or service.
You can also advertise on LinkedIn. Like Facebook, you can build your ads through the network's campaign manager and choose from a variety of ad formats such as video or carousel ads.
Publish Videos On YouTube
YouTube is ideal for video marketing. With more than 2 billion monthly users worldwide, YouTube gives you the opportunity for your videos to be seen by a spectacularly large audience. However, since YouTube has so many content creators, ensure that your videos stand out so you can build an audience.
As with your other marketing channels, pay attention to the analytics. Find out which of your videos is getting the most views (and the least). What are the ages and genders of most of your viewers? Do they align with your target audience? Is your subscriber base growing? Check the number of likes, dislikes and comments. Adjust your content strategy accordingly.
Final Considerations
No matter which marketing channels you choose to use, constantly monitor your results. Don’t be afraid to A/B test — try different ads and messages to see which ones resonate with your audience.
Consider a content marketing approach with everything you do. This means you are more concerned with supplying relevant information that potential customers are already looking for than with promoting your brand. Don’t panic. If you build a strong digital marketing presence, you will get noticed.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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e418109ae070719304a35ff700544e72 | https://www.forbes.com/sites/forbesagencycouncil/2020/03/30/creating-a-growth-mindset/ | Creating A Growth Mindset | Creating A Growth Mindset
Photo: Getty
What comes to mind when you think about being a freelancer or entrepreneur? Luxury travel, going out to expensive restaurants, parties at nightclubs and hype designer clothes? Maybe sleepless nights, lack of support, monetary issues and constant disappointment?
Whatever thought comes to your mind, stop and take a second to dwell and think about it. Are your thoughts materially driven? Are they influenced by the desire to prove someone wrong? Can they be considered self-sabotaging? Are they in any way considered negative or stem from negative intentions?
We must understand the reasons why we decide to do what we do. In doing so, we can discover the answers to questions we may not have asked ourselves. Personally, I like to refer to the "5 Whys Technique" by Sakichi Toyoda. This method uses countermeasures instead of "solutions." Countermeasures are actions or sets of actions that seek to prevent your problem from arising again and again. A solution may just seek to deal with the issue. However, countermeasures are more in-depth and are more likely to prevent the problem from recurring.
As an example, here are five or more questions I'd ask our imaginary volunteer based on the first statement she makes:
Volunteer: No matter what I do, I'm always trying to make ends meet.
Me: Why are you always trying to make ends meet?
Volunteer: Because I constantly find myself pulled in every direction.
Me: Why do you find yourself being pulled in every direction?
Volunteer: I have so much on my plate and barely get any sleep. I always find myself trying to catch up, and my job takes a big toll.
Me: Why does your job take a big toll?
Volunteer: My clients have high expectations, and I feel like I don't have enough time or resources to meet them.
Me: Why don't you have the time or resources to meet them?
Volunteer: Because what they are paying me isn't that much, so I can't afford a team to delegate to.
Me: Why aren't they paying you much?
Volunteer: My customers can only pay little chunks at a time.
Countermeasure: Provide monthly payment plans to customers and increase prices to afford help.
Emotions and belief systems have energetic influences on the body. As we physically and emotionally grow throughout our life, we are put through a slew of emotions and feelings that develop to become our core belief systems.
Our volunteer has it in her belief system that she can't charge more than her current rate. She also shows characteristics of being an over-committer and is probably not self-aware and secure enough to draw a line and set proper expectations. Therefore, she's taking too much on her plate and falling into an endless cycle of stress, lack of sleep and disappointment.
The inappropriate storing of any stressful or negative emotions will produce an excess of epinephrine, which results in a breakdown of chemicals that can lead to a weakened immune system and increased potential for disease and depression. These emotions and belief systems can become blind spots that can hurt us in our evolutionary process and prevent us from making real money. Suffering and unnecessary sacrifices are choices that we can decide to stop making instantaneously by opening ourselves to self-development and belief management.
For a long time, I lived under the assumption that working 18 hours a day was the only way to become successful. The way I looked at it was: "If I work nonstop at full speed, I'll get to where I want faster."
The problem is that sometimes we can be going 1,000 mph in the opposite direction with the wrong mindset, values, people and goals. Most of the time when we are in these situations, we are so deep in them that we don't even realize it. We fail to notice our bad habits, inconsistencies and toxic individuals, all of which may be negatively influencing our day-to-day.
A growth mindset will allow you to see mistakes as an opportunity to improve rather than continuing to think that you are doomed to repeat your mistakes because your mind is "fixed" on the belief that you can't improve.
At times, it can take a lot for us to become vulnerable and brave enough to realize the mistakes we are making and take the steps to fix them. It may be difficult for us to make the decision to cut certain anchors, mindsets or even people like family or friends. You may find yourself constantly crashing into a wall, being let down by others, overworked, underpaid and always putting out fire after fire.
Like they say, "If you find yourself in a hole, stop digging."
The key to a balanced freelance or entrepreneurial career path requires persistence and discipline. It sounds like a dream to be able to work from home in our pajamas in the comfort of our own little bubble. What most people seem to overlook is the fact that we are the reason we are not where we want to be — meaning we keep getting in our own way with bad habits and negative belief systems.
Here are some things that can help you get started:
• Sleep matters! Get seven to eight hours of sleep for optimum recovery and heartrate variability (HRV). Lack of sleep can lead to low HRV. Over the past few decades, research has shown a relationship between low HRV and worsening depression or anxiety. Low HRV is even associated with an increased risk of death and cardiovascular disease.
• Set goals and track your growth. Create milestones and deadlines to make sure you see them through. Allow yourself the opportunity to reinvent yourself to become your best self.
• Seek consulting, advice and mentorship from seasoned professionals. It'll help you scale faster.
• Read books about the subject matter you are an expert in or something new you'd like to learn. Read at least a chapter a day. One chapter is better than no chapter. Take notes or highlight key points to revert back to at any time.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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2689f1e5b2f99eb6756072897940b6c8 | https://www.forbes.com/sites/forbesagencycouncil/2020/04/01/the-key-to-success-in-marketing-and-life/ | The Key To Success In Marketing And Life | The Key To Success In Marketing And Life
Photo: Getty
I’ve been working out for a little over a year, which at my age, I consider a small miracle and something I’m quite proud of. We all know the statistics on people not keeping their New Year’s resolutions.
I was curious recently about the difference between people who stick with the gym versus those who don’t, so during one of my workouts, I asked my personal trainer his opinion. Whether we’re talking about working out, dieting or a marketing plan, these things all require that same magic sauce, right?
The first thing my trainer said is motivation. No surprise there. We all know them: those super-motivated people who stick with everything, no matter what. You know if you’re one of them.
For the rest of us, I found something else my trainer said very fascinating and enlightening: Open-minded people are more likely to stick with their workouts. That made me stop and think about all the places in my life where this is true.
It’s even true with our clients: The more open-minded our clients are, the more successful their public relations campaigns tend to be.
We’ve been in the PR game for a long time, but this isn’t something I thought about until now: The key to a successful marketing campaign is open-mindedness. When I really thought about all the PR campaigns we’ve launched over the past two decades, I found that it’s true. The more open-minded our client is, the more successful their campaign is.
So what does “open-minded” actually mean? I think it might be different for all of us. You probably recognize those moments in life where you’re open to new thoughts, ideas and strategies. You’re curious about new pathways that may lead you where you want to go. And if you look closely, there’s joy in the effortless flow of those new ideas. There’s magic.
The opposite holds true for a closed mind: Everything may seem like a struggle, leaving you frustrated, rigid and not knowing what to do.
I don’t know about you, but I’d definitely prefer the former.
So how do you cultivate an open mind? Here are some simple tricks that I’ve used to help open my mind and get into the flow.
Get Curious
Life and business are truly an adventure, so get curious about whatever is right in front of you. Try to bring childlike wonder to the situation. I know for you hard, business-minded people, this might sound a little too woo-woo, but give it a whirl. Adventure and wonder were fun as a kid — don’t you want more of that magic in your business?
Let Go
For a lot of us, this is the hardest: letting go of control and all of our preconceived notions. I know letting go can feel very scary, but it’s so important if you want to get into the flow. In my experience, nothing shuts down the flow quicker than control. Jump in and invite your team to do the same. The water is fine, I promise.
Stop The Noise
Stop listening to that little voice in your head — the one that’s saying, “What little voice?” Sometimes that voice isn’t the most empowering friend. It’ll shout phrases like, “I already know that,” “That wouldn’t work,” or “That’s stupid.” I've found that the more I pay attention to that little voice, the less open-minded I am, and the more I’m destined to just keep doing the same thing over and over.
If you’re launching a new marketing project or if you’re feeling stuck, I invite you to open your mind to new ideas, create a space of openness and enjoy the process. An optimistic, open mindset enables growth and opens you up to new possibilities. You might even find yourself rethinking things you thought you knew and challenging what you thought was true in your marketing campaign, company or life.
If you employ these tricks, you may be able to start seeing things in a new way — a way that’s a lot more effective and a lot more fun. Who knows? You might even want to try this with your next New Year’s resolution.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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33db93441d2d06e94441e1474a6749bd | https://www.forbes.com/sites/forbesagencycouncil/2020/04/01/the-new-competitive-advantage-is-experiences-for-customers-and-employees-alike/ | The New Competitive Advantage Is Experiences For Customers And Employees Alike | The New Competitive Advantage Is Experiences For Customers And Employees Alike
Photo: Getty
Leading businesses already know they are expected to become technology companies, regardless of what industry they are in. That means they must deploy technology wisely throughout their organization to create flawless experiences, internally and externally. Many business leaders also realize that companies that embody and embrace design outperform their peers. But what they don’t know is that if they want to be in business tomorrow, they must marry technology and design to become an experience-led company today.
An experience company combines technology and design to orchestrate memorable events for everyone who interacts with their brand — from customers and prospects to employees and partners — at every juncture of their journey. These events, and the resulting memories, are the product: the experience.
Today, only a handful of companies are adequately prioritizing experiences. But that is changing quickly. Experiences are becoming the new competitive advantage, a step beyond a quality product or exceptional service. They are the key to fostering brand loyalty and the secret to why retailers like Starbucks on Chicago’s Magnificent Mile can charge $12 for a cup of coffee.
So, how can your business prepare for the future by becoming an experience-led organization today? Let’s consider these important steps.
1. Change the way you think.
Companies often strategize about how to sell more of their products or services. Experience companies shift from this inside-out thinking to an outside-in mindset, in which they consider customers’ needs first, then work backward.
To do this requires empathy and letting go of preconceived notions. Don’t assume you know what your customers want. You must invest in qualitative and quantitative research to truly understand their mindset and needs. Additionally, consider what customers are really looking for from your brand, beyond what they are asking for. Then consider the experiences you can create to fulfill that need.
Starbucks realizes its customers aren’t coming for the coffee alone. They like the atmosphere and the ambiance, and they may be looking to treat themselves or find comfort, solace or companionship. Or take Airbnb as an example. Its customers aren’t just looking for a place to stay; they are searching for an experience that is at once unique and authentic. That’s why they choose Airbnb rather than book a hotel room. They get to customize their travel and live like locals, without the stress or financial burden of buying or renting a property. It is customization without commitment.
2. Prioritize and communicate.
An experience-led company believes everything is in service to the experience — every person, process and technology. And they communicate this belief with their entire team. This last point is important. Business maturation won’t happen without buy-in from your employees. Companies spent $1.3 trillion on digital transformations in 2018, 70% of which was wasted on failed initiatives, according to CNBC. Investments fail, in part, because companies fail to communicate their goals and strategies with everyone. So prioritize the experience but also communication.
Also, remember that technology alone isn’t enough. You are not investing in technology for technology’s sake. Challenge yourself and your team to consider the experience as you assess any new initiative or investment. Remember the design aspect, too.
Technology and design are enablers of surprising, memorable experiences you will use to capture market share and drive repeat sales. The Airbnb app, for example, makes it easy to search for lodging, experiences and adventures. Users get a sense of control and customization as they plan their ideal trip, as well as safety and security, thanks to the easy-to-navigate host reviews. And it wouldn’t be possible without technology and design.
3. Consider middle and back-office experiences.
Experience companies realize user-facing experiences are just the tip of the iceberg. Below the waterline lies middle and back-office experiences, and those matter just as much. From how long someone is on hold if they call customer service, to how much time it takes for an order to process online, to how long it takes to receive an order confirmation after a customer has completed a purchase — these are all touchpoints that impact a consumers’ brand perception and opportunities to orchestrate favorable experiences.
Adopt end-to-end thinking. Remember, you can’t deliver impressive front-end customer experiences unless you have the back-end processes, technology and people to support them. Even facets of the organization you wouldn’t expect, like the finance team, are experience enablers. Your CFO, for example, should be thinking about every touchpoint the finance team has with a client or partner. How fast are invoices sent or paid? How do they onboard new third-party partners? Do these experiences align with what you want to represent as a brand?
4. Remember employee experiences matter just as much.
Your own employees are as important as your customers. They are your brand ambassadors, and creating a seamless employee experience is part and parcel of being an experience-led company. To create these experiences, you must take an honest look at your team members’ day-to-day and consider what you can do to improve it.
Neither Southwest Airlines nor Zappos would be able to deliver their award-winning customer service if their employees weren’t onboard. By improving internal experiences, your team will be better able to execute exceptional external ones.
It is not easy to drum up demand for your product or service. Over the years, companies have tried investing in features, benefits, branding, customer service... and none of these things alone are enough. The bar keeps rising. Customer expectations have evolved. They want — and expect — unique, seamless experiences.
Why do people pay $12 for a cup of coffee? Because they get a memorable, one-of-a-kind experience from the minute they walk through that door — from the store ambiance to the coffee cup design, to the barista’s friendly smile. The experience is what allows the brand to charge more and win more market share. Experience is the new competitive advantage. If you want your company to stay relevant, it is time to start creating and executing yours.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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1308bd6e1e9afb16f77b82b348e5610d | https://www.forbes.com/sites/forbesagencycouncil/2020/04/03/when-social-media-is-done-right-it-really-works/?sh=27973bc7481b | When Social Media Is Done Right, It Really Works | When Social Media Is Done Right, It Really Works
Photo: Getty
In my early days in public relations and marketing, a potential client would come to me and say, “If you’d just get me on Facebook, I know my business will grow.” Then we’d do the dance of understanding.
Me: “Well, I can get you on Facebook, no problem. But I can’t guarantee that your business will grow just from having a presence on social media.”
Client: “Oh. Well, how much will that cost? I need more inquiries, more customers.”
We’d talk in circles, and if I was successful, I’d educate them on how social media is a tool in the PR and marketing toolbox — an important tool, but just one of many tools. And when used correctly over time, consistently, it could lead to increased inquiries and better brand awareness.
I’d explain that PR and marketing is a gradual and consistent build involving a comprehensive mix of activities that, working together, driven by strategy and clear messaging, can lead to growth.
Sometimes I’d succeed in explaining all this and they’d come on board, and we would build a collaborative and fruitful relationship that, in time, grew their business and brand awareness. Sometimes, they stopped listening after that first conversation.
Recently, I had lunch with a client in a small town on the border between Michigan and Ohio. We were meeting in Monroe, a half-hour from my client and an hour from me. I got there first and drove around looking for cute restaurants.
I decided on one of them, but I had no idea what I was in for. The restaurant’s menu was full of locally sourced dishes and drinks that had us pondering what to choose for quite a while. Everything we ordered was delicious; we finished every morsel. The service was friendly and attentive. Even the host, when she sat us at the table, asked in a very upbeat tone, “Have you been here before?” And upon learning that we had not, she smiled broadly and told us a little about the restaurant’s background and focus.
I was already pleased with this surprising find that I happened upon, but I was in for an even bigger surprise. When I left the restaurant, I remembered to “check in” on Facebook, where I tagged the restaurant and my client and whipped off a quick note that said, “What a fun client meeting at a really delicious place!”
Truth be told, I was using social media to showcase the work that I do and the clients I work with. After all, most of us use social media to curate a public persona that is captivating and alluring, with the hope that potential clients will stumble upon our posts and be inspired enough to consider working with us, right?
Within three hours, the restaurant’s Facebook page shared my post and said, “Thank you for choosing us!”
I was so pleased with their quick rate of engagement that I immediately posted a reply comment: “The service was fantastic and the food wonderful and creative. We had a hard time deciding what to choose.”
Minutes later, they responded: “We are so happy you loved your experience.” And back on my original post, our server commented, “It was a pleasure waiting on you.”
This is how to do social media well. It’s frequent engagement, friendly staff who are all involved in the social media process, and upbeat posts that connect people and businesses that truly move the needle on whether social media can grow your business or not.
Every interaction has the potential to become an opportunity to build a meaningful, mutually beneficial relationship. And through those relationships, loyalty and respect are built.
I’ve always said that people do business with people. We must remember that. Social media is a place to be social, to be human, to connect on a level deeper than the surface. The brands that do this well and consistently emanate a consciousness that speaks volumes for their core values and their overarching purpose.
A business that prides itself on having a people presence must have an easy time on social media since that’s what social media is all about after all. It’s in the title: media outlets that are social at their core.
A brand must truly care about its audience. When that is sincere and already a part of how you do business, it’s easy to humanize your brand — especially on social channels. If you can’t, you won’t inspire humans to connect with it. And that human connection is the root of all business success.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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b25720b0f7171dba8742b2daca95215d | https://www.forbes.com/sites/forbesagencycouncil/2020/04/06/12-ways-a-business-can-aim-for-a-more-local-marketing-approach/?sh=7257f304252d | 12 Ways A Business Can Aim For A More Local Marketing Approach | 12 Ways A Business Can Aim For A More Local Marketing Approach
Marketing is the way business gets its product or service in front of people's eyes. A lot of companies that have a broad customer base aim for a marketing approach that covers as many bases as possible. While this is a useful measure, recent marketing approaches that aim for a more local scope are having increased success.
What this means is that companies that appeal to a broad region should seek to localize their marketing strategies to capitalize on this trend. These 12 professionals from Forbes Agency Council offer their guidance to help businesses shift gears from a broad-based approach to one that's more focused on a localized area.
Members offer advice for businesses that want to create a more "local" feel to their marketing. Photos courtesy of the individual members
1. Start With Market Insights
If you have a large customer base and want your marketing to feel more local, make sure you start with insights into the local market and connect these insights with your narrative. Factor in the cultural nuances, both in your tone of voice and choice of words. Before you activate your marketing activity, run it past local customers to see what resonates. - Alisha Lyndon, MomentumABM
2. Highlight Local Clients And Testimonials
One of the best ways for business-to-business companies to make marketing more personal and local is to set up regional or local web pages on their site that include case studies or testimonials from clients in the area. If possible, include images, logos and video testimonials. Also make sure all local images are unique -- avoid stock photography. - Alex Membrillo, Cardinal Digital Marketing
3. Find Voices And Faces They Trust
Organic and paid ambassadors can make a huge difference. Whether online or offline, there are now established networks to access trusted voices in communities across the U.S. These can be moms, chefs, educators or even business opinion leaders. Find and access a network who can echo your messages to the audiences that trust them and then deliver them on every possible channel. - Dan Cohen, Full Court Press Communications
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Focus On Local Community Engagement
National and regional brands can connect authentically with audiences in different cities/markets by supporting the things that matter to both the brand and the target. Brands can create stronger emotional ties and local awareness by sponsoring local sports teams, venues, events, festivals, or championing local programs that benefit that specific community. - Sara Soseman, Department Zero
5. Make Employees Your Ambassadors
A company's employees are the usually untapped resource. They interact with customers and potential customers on a regular basis, but most companies actually discourage rather than encourage their employees as ambassadors. "Local" is misleading because it can mean geographical; but more important, it should mean "like-minded," so virtual communities of like-minded people are a key "local" target. - Merrie Spaeth, Spaeth Communications
6. Focus On Collaborative Activations
Collaborative activations are a great way to allow your audience to get hands-on with your brand. Affiliating your brand with local events, philanthropic initiatives and other in-person activities will allow your brand to further establish its brand voice by supporting what it believes in, therefore creating a deeper connection with your audience. - Alex Quin, UADV
7. Leverage Google Maps
Especially local marketing happens more and more on Google Maps, and people use it just like they would the Google search engine. The result is that great Google Maps entries will pull in many more customers than mediocre ones. Pictures, ratings and opening times can make a massive difference. The best thing is it's free. - Timon Hartung, True Impact Consulting
8. Prioritize Local SEO Efforts
Consumers are increasingly turning to search engines to answer their local questions, and search results are prioritizing local content. To ensure your business ranks for local searches, implement consistent, accurate location information across your websites and other sites (think Yelp, Google My Business), optimize for local-specific keywords, and create a website page for each business location. - Donna Robinson, Nina Hale - Digital Marketing Agency
9. Combine Online And Offline Data
Businesses can cater to the local consumer by leveraging offline data to reach shoppers online, where they spend most of their time, and drive more in-store sales. Tapping into solutions like deterministic matching or AI technology that provides personalized product recommendations based on user behavior across all channels, can help close this gap and provide a more complete view of the shopper. - Jessica Breslav, Criteo
10. Use Geotargeting With A Twist Of Commerce
Many marketers and business owners understand the concept of geotargeting with the help of Facebook ads, Google ads and even paid media on local television broadcasting by using broad match criteria. However, there is another way. Implement a geofence around another business with the same clientele as your prospective avatar. They are effectively known buyers if they're frequenting the business. - Patch Baker, Mobius Media Solutions, Inc.
11. Find Trigger Moments Of Truth
To be genuinely personal, brands need to understand the microtrends and undercurrents that are driving conversations among different tribes. In the age of social media, brands cannot get away by simply translating global content. Brands should use technology to create targeted content and enable microsegmentation based on trigger moments of truth of their target audiences. - Lars Voedisch, PRecious Communications
12. Forget Local, Go For Tribal
In this day and age, geographical location is overrated. A 20-year-old gamer located in Singapore can have more in common with an NYC-based person with the same interest than with their local peers, family members etc. As e-commerce and social media create a global marketing channel, emphasis should be on personalization at the individual and tribal level rather than geography, depending on data. - Hamutal Schieber
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b6603bb07caf7ec660dcdb2d934fbfc8 | https://www.forbes.com/sites/forbesagencycouncil/2020/04/06/doing-pr-and-embracing-the-new-normal-in-the-age-of-social-distancing/ | Doing PR And Embracing The New Normal In The Age Of Social Distancing | Doing PR And Embracing The New Normal In The Age Of Social Distancing
Photo: Getty
As the coronavirus spreads throughout the world, we are entering uncharted waters. From President Trump's declaration of a national emergency to the canceling of professional sports, what the World Health Organization has named a "pandemic" is affecting every aspect of American life. And it's taking a toll on the general public.
I know that for me, an extrovert among extroverts, I am finding it hard to work at home alone without looking forward to my normal, almost-daily networking events. In a way, however, this time is forcing me to slow down, organize my home office and go deep to think about the way I'd like the working world to look when things return to the "new normal."
As the head of a PR agency, I've seen coronavirus-induced anxiety and stress firsthand from the business community, the media and my clients, some of whom have decided to suspend their contracts with us. This is troubling because PR is not the kind of practice that can be easily stopped and restarted.
My employees are also definitely worried since it's an unprecedented situation. And that's natural. There are steps that employers and employees alike can take to tackle this problem, just like they tackle business-related issues on a daily basis. We are by nature problem-solvers, and we should apply that same thinking to the coronavirus.
We are embracing teleworking. Technology has opened a lot of doors for us. Like many offices, we are all working from home, and have initiated frequent check-ins via Zoom and personal phone calls. Our check-ins often include four or five team members. The key for us is 24/7 communication so all of our team members stay on the same page and nothing falls through the cracks. In addition to our "formal" meetings, I am also sending informal check-in messages to my employees just to make sure they know I care about them.
These days, I am also recording my podcast remotely outdoors. Part of my brand is promoting outdoor recreation, so I thought it was a perfect time to take my podcast recording sessions out of the studio and into the great outdoors. Honestly, it's better than being cooped up inside. We need to look at the bright side.
My philosophy in business (and in life) is to build a brand and network through multiple channels — online and in person. Even though our in-person connections are now severely limited, you can still create and cultivate those connections with a personal touch. Write a personal letter and send it in the mail. A letter is an enduring way to show that person, whether it's an employee or a client, that you care about them. I've been sending handwritten notes to many of my personal and professional contacts, just to reach out and keep those connections strong.
Now's the time to build that habit! Who knows, you may even be able to build stronger connections "the old-fashioned way" than with emails or phone calls. Ever since I was a girl growing up with pen pals around the world, I have always loved sending and receiving letters.
Social distancing is all the rage now, and for good reason — we need to "flatten the curve" and contain the spread of the coronavirus. However, that doesn't mean that there's not an opportunity to strengthen relationships in other ways.
People are going to be at home and spending more time online. So, there's a definite opportunity to fill the vacuum and strengthen connections with informative and entertaining podcasts, social media posts and, perhaps, more importantly, heartfelt notes and letters sent in the mail to employees' and clients' home addresses.
Believe me, this is a period of uncertainty and anxiety for all of us. However, it's a time when we, as professional communicators, can use our skills to connect and reassure those we do business with that we are here for them, that we care about them and that we look forward to spending time face to face when things get back to the "new normal."
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2be6b1be8101d4abce27dae89aac142b | https://www.forbes.com/sites/forbesagencycouncil/2020/04/07/will-googles-plan-to-phase-out-cookies-choke-digital-advertising/ | Will Google's Plan To Phase Out Cookies Choke Digital Advertising? | Will Google's Plan To Phase Out Cookies Choke Digital Advertising?
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Google is by far the dominant player in the global search market with an overwhelming 87% share, and Chrome accounts for about 69% of the global desktop browser market, so naturally, Google's recently announced plans to phase out support for third-party cookies in Chrome have many companies nervously searching for solutions.
But why is this important? Online advertising was built on cookies. Third-party cookies track consumers' activity across the internet to gather data and generate information that is useful for ad targeting and performance tracking. Essentially, cookies paint a picture of a consumer as they move across the web. Without them, attribution gets fuzzy and brands are unable to figure out how to spend ad dollars effectively.
With over 20 years in paid search advertising, and having started my first company in the infancy of the internet and search advertising, I've witnessed many changes in the digital advertising space firsthand. The main question about Google's plan is: "Whom does this policy hurt?" It could hurt brands and their agencies. Advertisers' media dollars will likely be more inefficient on Chrome due to this change.
Google isn't the only company implementing policies like this. In 2017, Apple introduced Intelligent Tracking Prevention (ITP) on Safari (full disclosure: Apple is a current client of my company). As a result, the cost of Safari ads has decreased significantly because performance has dipped without cookie tracking. Firefox also began blocking third-party cookies by default last year. Such policies virtually cripple the display and video ad worlds.
The Association of National Advertisers and the 4A's, a trade group for ad agencies, has spoken out about how Google's decision could hurt digital businesses, advertisers and innovation. In a statement, the groups explained that "it would threaten to substantially disrupt much of the infrastructure of today's internet without providing any viable alternative, and it may choke off the economic oxygen from advertising that startups and emerging companies need to survive."
What's more, Google's research shows that publishers could be hurt by the crackdown on third-party cookies. A Google study showed that removing cookies reduced publisher revenue by 52%.
Changes like these, coupled with the giant's hold on the search ad space, can have crippling effects on advertising and marketing businesses. Here are a few alternatives that advertisers can implement to survive and thrive.
Diversify Your Ad Strategy
Not every advertising channel is phasing out cookies. There are other advertising networks, search engines and platforms that brands can take advantage of to lessen their dependence on Google while still bringing in cost-effective conversions.
To begin, there are publishers and advertising networks that don't base their buys solely off third-party data and focus more on intent, which is a big advantage with the impending cookie ban. Rather than relying on major search engines like Google to cast a wide net targeting consumers in all stages of the sales funnel, brands can leverage other digital marketplaces to focus on those at the bottom of the sales funnel closer to a sale. This is where a brand's ad dollars can pull in higher conversions for a lower cost per acquisition (CPA). My company is one such marketplace, but there are a number of other examples out there, and we all have different approaches and strengths. A key example is Amazon since it's a common destination for customers looking to make a purchase quickly. Amazon is a key CPA and pay-per-click (PPC) ad network that allows brands to make contact with customers more frequently with hyper-targeted, intent-driven keywords.
Additionally, brands can see great returns on search strategies that leverage video ads on major social platforms, including Instagram, Facebook and YouTube. As these platforms have expansive yet curated communities, targeted ads placed there often provide more qualified leads.
Consumer purchasing behavior has confirmed the influential power of video. One company's survey found that 66% of the millennial respondents said they've interacted with a brand after watching a video on social media. Further, 76% of all the consumers surveyed reported that they've purchased a product after discovering it via a video. With an advertising reach of up to 1 billion users, Instagram is perfect for video ads.
To produce the best results and return on ad spending, it is important to blend the video ads seamlessly into consumers' feeds so that it is in harmony with their preferred content. Make sure to clearly show all the relevant features of the product and illustrate the use cases that your customer is looking for.
Up Your Predictive Advertising Strategy
Artificial intelligence (AI), machine learning, statistical models and behavioral data are becoming closer friends to advertisers. They can be used to observe customer buying behavior and predict purchasing patterns. The data collected from such models can be used to segment brands' audiences to deliver high-quality content that resonates with specific personas.
One example is Target's use of predictive analytics to identify women who are possibly pregnant and determine how this could shape their purchases in the near future. The retailer was able to determine based on data that pregnant women typically buy a combination of 25 key products. This information is helpful in targeting ads for items like diapers as well as sending these customers timely coupons.
Leveraging the power of predictive models to identify relevant audiences is a powerful way to boost the relevance, efficiency and return on investment of advertising campaigns.
Get The Data Yourself
Brands already have access to an incredible amount of customer data. By proactively incentivizing and engaging users to authenticate on websites or mobile applications, brands will have less of a need to rely on cookies to track potential customers. This can be accomplished by providing value, such as perks offered through loyalty programs, to users in exchange for their data.
Once a user authenticates, brands can assign consumers a unique ID to track them across sessions and devices within their website. Another important point to note is that loyalty programs can also be used to connect online and offline (in-store) purchasing behavior.
For brands to be successful as the cookie crumbles, I believe the advertising community must innovate and be smarter about the ways they connect and interact with their customers.
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cf9ff320f00f5d83b39adbd786a5b308 | https://www.forbes.com/sites/forbesagencycouncil/2020/04/08/credibility-and-trust-are-key-to-authentic-influencer-marketing/ | Credibility And Trust Are Key To Authentic Influencer Marketing | Credibility And Trust Are Key To Authentic Influencer Marketing
photo: Getty
Influencer marketing has certainly come into its own, now an important part of the marketing mix for many brands as they dive into the year ahead. For some, it has even outright replaced previous, existing marketing strategies.
Take protein bar brand RXBar’s new flavor launches, marketed exclusively via influencers, which the brand treats, as Digiday puts it, much like it would an agency: giving them creative control in generating content relevant to their audiences.
And there’s the key. This strategic sense of “freedom” demonstrates just how important authentic influencer connections have become to relate with today’s consumers. Additionally, the goal of RXBar’s new campaign is to not only reach key audiences with relevance and resonance but to also create a feedback loop in which the brand can gain valuable feedback. In fact, this drive for authenticity highlights a key opportunity for brands to better adapt to recent shifts in a culture driven by Gen Z.
But while influencers provide close, unprecedented access to tight-knit online communities, brands shouldn’t take their promise for authenticity as an automatic guarantee — there’s plenty to consider to ensure your influencer marketing strategy rings true, genuine and authentic.
What Makes Influencer Marketing Content Authentic?
Consumers understand that sponsored content is crucial to an influencer’s income, considering it’s how many are able to monetize their content. Still, fans can easily become fatigued by (or worse, skeptical of) content that’s overly “salesy“ or features heavy, upfront product placement. Basically, they can tell when content feels “fake,” feeling betrayed when it is and are vocal about it.
Here’s why brands can’t view or treat influencers like just another media buy, rather than an autonomous creative partner who knows their audience better than anyone. For content to feel genuine, it must “fit the feed” and complement the influencer’s content and personality in a way that makes sense. Users consider influencers as important people in their lives, much like they would consider friends and family. They turn to these channels for connection — not to see yet another ad. Understanding how influencers engage with their audience is critical, as it should inform the bedrock of your influencer marketing strategy.
An easy red flag to avoid when gauging how authentic an influencer’s content is likely to be is whether they take on several different brand deals within a short amount of time, effectively turning their channel into a revolving door of varied sponsorships. Think of it like The Bachelor; you want a committed partner who can help you become your best self — not a group date where your best qualities risk becoming overshadowed by others.
How Partnership Can Lead To Influencer Marketing Effectiveness
It’s clear that a true sense of partnership between a brand and influencer perhaps makes the greatest impact on authenticity in influencer marketing. In this respect, inauthentic content is often the product of a brand that’s trying to exert too much creative control over the message.
Consider the scripted ad read as an example of what not to do when aiming for authenticity. A voiceover repeated by a handful of influencers verbatim, with only a minimal amount of variation, if any, does little to tell users why a product or brand resonates with them on a genuine, individual level. Instead, brands must realize the value of bestowing creative freedom on the content creators they partner with.
This doesn’t mean completely relinquishing creative control over a campaign — unless you want to do that, as mentioned above. But creativity pairs well with constraint. To this end, it’s always useful to keep a simple formula in mind: balance guidelines that safeguard the brand with providing space for influencers to exert their unique creative vision. In between, it’s important to ensure any partnership makes sense for the influencer’s audience.
These points highlight how important true partnership is between influencer and brand when it comes to authentic messaging. If you’ve worked with influencers in the past, has one ever said “no” to you? If so, how did you react? When brands respect and appreciate influencers’ input (they know their audience best, after all) they’ll both go far.
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5ffc3041189d00e9d4f878e493059733 | https://www.forbes.com/sites/forbesagencycouncil/2020/04/09/marketers-heres-how-to-succeed-as-change-leaders/ | Marketers, Here's How To Succeed As Change Leaders | Marketers, Here's How To Succeed As Change Leaders
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Just a few years ago, executive recruiters were warning chief marketing officers that those who didn't gain digital experience would be handed "permanent pink slips." Today, the required skill list for marketers includes a mastery of change management.
The digital transformation that has taken corporate America by storm has placed new demands on marketers, requiring you to play on new fields and with new skills. The availability of customer data has reshaped the customer experience, with marketing teams taking the lead on strategies and implementation of those efforts. Many marketing teams have refocused on delivering a consistent experience across multiple new channels to meet rapidly changing customer expectations.
These shifting priorities have sparked the need for organizational changes. Many companies as a whole are pivoting to a more intense focus on the customer, with a more digitally focused workforce and a nimbler culture to respond to changing data and business priorities.
After 20 years in strategic communications, I embraced change management as a companion discipline to communications and marketing. I've found that simply communicating, even through two-way communications, isn't sufficient. Messages and communications platforms need to be paired with a thoughtful and proven methodology that reflects upon the entire journey people take when being asked to do something differently than before. Change management is often defined as the discipline that prepares, equips and supports individuals to effectively adopt new behaviors and practices that drive organizational success. It focuses on the "people" side of change. Communications is often referred to as the "oxygen" of change.
For the past several years, I've noticed that marketing industry leaders have been encouraging marketers to become change agents within organizations. I believe that this is now an imperative, as your success may depend upon creating a change-ready enterprise. For the 2019 CMO Survey, marketers were asked about their top customer experience challenges. According to 13.4% of respondents, their top challenge is "developing the necessary capabilities inside the organization to design, deliver and monitor the customer experience." Another 8.2% ranked "ensuring a deep understanding of the customer experience across the entire organization" as the top challenge.
From what I've seen, many companies have long been bedeviled by a weak customer focus and siloed departments and mindsets. It appears that that is no longer an option in today's world. Digital advancements can create anxiety among workforces desperately trying to keep up with new technology platforms, training demands and changing roles and expectations. As a result, I believe marketers must take the lead on implementing a disciplined change management process to create and sustain this new focus. Your ability to maintain a consistent customer experience depends upon it. Redefining your roles within the organization requires different talents, skill sets and approaches to create a digital-age culture that is more change-ready.
As a marketer, it's important that you don't try to oversell change. Marketing's very focus is to change behaviors and actions to create a loyal customer base. The change management discipline is a more systematic approach to overcoming internal obstacles and managing resistance to move from the current to the future state.
For marketers who are new to the discipline, understanding change management principles is fundamental to any progress. Organizations don't change; individuals do. And they change one by one. They change when they have awareness of the need to change and a desire to do so. Creating this desire requires addressing the facts behind the needed change and, more importantly, the emotional reaction to doing so.
Here's my advice for helping you succeed in your new change leader role.
• Understand change methodology: I've found Prosci's ADKAR model to be one of the most sound and digestible change processes. It outlines the sequential steps individuals follow on their change journey: awareness, desire, knowledge, ability and reinforcement. Make sure you have a keen understanding of how individuals change and that you have the ability to address their needs during each of these individual steps.
• Find a sponsor: Executive support and participation in leading the change is essential. Find a sponsor who is willing to articulate the need for change on a continual basis and embody the new norms of working so that others can follow.
• Make the case for change: Before you roll out the change to employees, make sure you've communicated the need for it. Change models call for a clear definition of the current and future states as well as acknowledgment of what it will take to bridge the gap.
• Anticipate resistance: The number one obstacle to business transformation and change in most organizations is resistance. Anticipate employees not agreeing to get on board, challenge yourself to develop the best case for change, anticipate where resistance might emerge and why and then address it. Create regular touch points to determine employee engagement progress, and adjust to respond to emerging issues.
• Focus on customers too: While the transformation will demand a lot from your internal team partners, it will also be demanding for your customers. New systems and new digital platforms mean changes for those purchasing your products or services too. Apply many of the same change principles to the way you approach external audiences as well.
Only when the full enterprise is aligned and playing its part in delivering a rapidly evolving customer experience can the marketing team be successful.
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039fb9507a00ece295e6f7f87f4dd132 | https://www.forbes.com/sites/forbesagencycouncil/2020/04/15/a-sentimental-journey-pr-crisis-edition/ | A Sentimental Journey: PR Crisis Edition | A Sentimental Journey: PR Crisis Edition
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As I write this article sitting on my back porch, we are in the thick of a global pandemic — an invisible world war, you might say. But I’m currently being transported into another time listening to a fabulous 1940s top hits playlist — it's just me, Nat King Cole, Glenn Miller, Ella Fitzgerald and the Andrews Sisters. The gang is all here, and they're taking me through a sentimental journey and setting my heart at ease, courtesy of Doris Day and Les Brown. This playlist suits me fine. After all, when many of these songs were actually popular, the country was going through another world war. It was a war that called on its citizens to make hard sacrifices in order to defeat a common enemy. But it also brought the country closer together through common principles.
We have been called on to make many personal and professional sacrifices in 2020, but I believe that with our sacrifices will come a new tidal wave that forever changes our day-to-day thinking and brings us closer together at home and at work. With all of the uncertainty that has surrounded us so far in 2020, as it did in 1941, I see how some things are already changing for the better.
For example, one of our agency partners put her startup activities on hold to assist those in need. She helped flip hundreds of U.S. manufacturers to personal protective equipment production lines and helped them keep their workers. Closer to home, my 79- and 81-year-old married neighbors recently brought samples of their famous margaritas to the entire cul-de-sac to help lift our spirits — all while wearing their face masks. Kindness and sacrifice come in all shapes and sizes.
I've also seen how this current crisis is changing my profession of public relations and communications. Here are some tips for how to handle it.
Pivot
For all of my fellow Friends fans out there, the word “pivot” will likely always have you thinking about that hilarious scene with Ross Geller and the couch. But pivot we must, my PR friends — and quickly. In times of crisis, it is extremely critical that we make the necessary adjustments to our clients’ PR programs in order to quickly meet the needs of editors and influencers. Part of your new pivot strategy should definitely be knowing how to read the media “room” and doing away with all tone-deaf pitches and communications. Avoid making enemies with the people you need the most, and concentrate your communications strategies on more relevant and helpful story ideas and best practices.
Be Human
This is something that I believe all communications professionals should already be doing in their day-to-day activities, but desperate times don’t necessarily need desperate measures — they quite often just need a simple dose of humanity. In a crisis, the people we work with are feeling and going through the same things we are — we are all scared and unsure. As PR professionals, it’s our job to communicate important news to the masses, but that should not dilute who we are as humans. Check in on your media and industry friends to see how they are doing and offer words of encouragement.
Remember Humor
Let’s face it: In hard times, we all need a laugh. Case in point, less than three weeks after 9/11, the cast of Saturday Night Live gave us the green light to laugh again after a moving tribute to those lost on that September day. Laughter really is the best medicine, and this is something that we as PR professionals and communicators should keep in mind. In times of crisis, we all have our heads down executing strategies on our clients’ behalf, but don’t leave humor at the door.
Take a cue from the National Cowboy & Western Heritage Museum in Oklahoma. The museum is closed due to COVID-19, but that didn’t stop its marketing team, who had the wonderful idea of putting the museum’s head of security in charge of its social media accounts. It’s a brilliant idea that combines humor with some honest-to-goodness education about the various museum exhibits. I, for one, would like to visit this museum someday, all thanks to security guard Tim.
Any crisis, large or small, will test us, but it should also prepare us to look toward the future. Pay attention to the important lessons you can learn along the way. The services of PR professionals are especially critical in times of crisis as our clients look to us to guide them on their own sentimental journeys with confidence, grace and empathy.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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c7b7bf78963af3f9f79d502a8827dd8b | https://www.forbes.com/sites/forbesagencycouncil/2020/04/16/how-to-leverage-your-seo-rankings-to-expand-internationally/ | How To Leverage Your SEO Rankings To Expand Internationally | How To Leverage Your SEO Rankings To Expand Internationally
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In a lot of ways, the landscape of search engine optimization (SEO) has changed immeasurably over the last 10 years. New technology, massive interconnectivity and better internet access around the world make SEO more relevant today than it’s ever been.
With hard work, it’s possible to climb to the top of your local and even national search rankings. But what happens when you decide to reach out overseas? Can your SEO pivot to help you dominate international markets?
Let’s take a closer look.
The State Of SEO
By this stage, it’s safe to assume most people reading this will have some familiarity with SEO. But since any article can be someone’s first, let’s dive into it briefly.
SEO is a popular practice for increasing the quality of a website so that it becomes more visible on search engines. Optimizing the content of a website in specific ways ensures that search engines pick it up and (hopefully) rank it before its competitors whenever a user searches for its content. So, for example, a local computer repair website might come up on the first page of Google when nearby users search for “computer repair” because this site is more relevant.
It's understood that the United States is extremely competitive when it comes to keyword rankings. With other major countries like India, China, Russia and the U.K., the competition doesn't let up. It's up to you, as a content creator, to be aware of how many people in those countries are pursuing the same keywords. If you can secure U.S. keywords with global appeal, you can more easily secure those terms on the foreign markets.
But what does it actually take to rank a website in the U.S. in 2020?
Boosting Your SEO In The U.S.
When it comes to ranking a website, America has become one of the most competitive environments in the world over the last decade. The U.S. has more optimizers, more industries and more widespread access to technology than many other countries, which is great for SEO but also a challenge.
When everyone is fighting for the same market, you can’t afford to forget the small things. Comprehensive SEO work includes some combination of the following:
• A well-structured website.
• Mobile-friendly design.
• No long load times.
• Authentic, niche content.
• Proper internal linking. This includes on-page optimization, page titles and meta tags, which must be optimized to include the keywords you are targeting.
• Geolocation tags anytime local areas are targeted. It’s important for Google to physically know where your business is.
• Authority links. As mentioned, you’ll want to handle this before going international, but linking to websites in the countries you will be moving to will lend your site a lot of authority.
• Analyzing competitors’ backlinks for opportunities to take the lead. Figuring out exactly where the big players in your industry get their links from gives you the exact lead you need to approach those platforms on your own terms. Especially if you can start with a higher page authority, you can rapidly outrank your competitors with backlinks from their exact same sources.
• Using long-tail key phrases instead of shorter, more competitive keywords.
In terms of ranking from within the U.S., use the above tactics to rank your business both nationally and locally. The aim is to increase your domain authority and page authority to 30+.
Retargeting Your SEO To Foreign Markets
In the digital marketing industry, international countries tend not to be as saturated as the U.S. This is why it’s so important to set your SEO up in the U.S. before moving on to try for the overseas market.
Once you’re ready with a comprehensive digital presence, it’s time to create a service page for the area you’re going to be targeting. Branching out into a South American country? Trying to take the market in Brussels, Perth or even London? The first step is to create a page on your site, which hopefully already has a high ranking, so search engines can make a connection between your brand and the country you’re targeting.
Coming from a position of power is important to this style of ranking. Once your site has ranked in the U.S., it becomes exponentially easier to pivot to those keywords overseas. The exact key phrases you’ve ranked for in the States may have almost no matching searches in many other countries. This is case specific, so research is important, but it can inform your methodology if you keep it in mind.
You’ll want to use a tool like SEMrush to check for the word’s average monthly searches. If these numbers come in under a million, ranking for that word should be relatively easy.
The Secret Sauce
Ultimately, the best tip for ranking your website anywhere in the world is simple. Create great content, always and forever, and you will be more likely to bring in traffic. Now, the trick is to be able to point that content at the international market when the time is right.
Don't bother with shortcuts. While there used to be many ways to “trick” search engines into giving you better rankings, Google has developed the ability to differentiate between "good" and "bad" content, and it will not hesitate to penalize you.
Don’t try to game the system. Put that effort into creating great content, and the results will speak for themselves. The secret here is to follow these guidelines:
• Increase how many relevant internal and outbound links you use.
• Divide up your content to make it easier to read.
• Make sure to integrate high-quality images relevant to your article.
• Balance out your keyword usage. Never overuse keywords; make sure to up their usage in longer articles.
Leveraging your SEO to perform better overseas starts with perfecting it at home. Coming from a position of power, targeting specific countries and creating quality content are all great ways to get the international edge.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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134e7fdb9aa03c5bebcab44585803af4 | https://www.forbes.com/sites/forbesagencycouncil/2020/04/17/the-modern-workplace-tips-for-creating-an-employee-social-media-policy/?sh=29a73d461f1c | The Modern Workplace: Tips For Creating An Employee Social Media Policy | The Modern Workplace: Tips For Creating An Employee Social Media Policy
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The modern workplace can be a tricky place to navigate — especially in relation to privacy. With the advent of social media and increased communication, information can be shared with just the press of a button. Employees have formed both healthy and unhealthy habits surrounding social media — one company's research found that nearly 20% of workers check their social media over 10 times in the course of a work day.
The ease of information sharing increases the risk of an information leak, so companies have a legitimate interest in employee communication. Whether maintaining social media accounts is part of an employee's job requirement or not, you can't deny that the line between the personal and professional is often blurry. Job hunting, marketing, customer service and many other aspects of work are aided by, and even dependent on, social media.
Unfortunately, I've noticed that many organizations don’t have policies in place to protect their business as well as its reputation.
Why Should A Company Have A Social Media Policy?
These days, social media is a potent tool for developing a brand image. Thus, an effective social media policy can ensure that the company's reputation doesn't come under fire. The purpose of a policy is to give clear guidelines on how employees should and should not communicate on social channels with regard to the company.
This is crucial because, among other things, an employee's social media presence may have negative repercussions for the company. The following are some common ways for that to happen.
• Excessive use of social media at work can lead to loss of productivity.
• Often, it can be tricky to distinguish personal opinions from those of the company.
• Employees may talk about the company and its practices on social media, which can lead to a lack of trust between employer and employee.
• Information that employees share about a company may damage its interests or brand image.
A social media policy can help prevent some of this damage by making employees aware that they could be held liable for any misconduct online. It also can help employers manage their brand image without infringing upon employee rights. A strong social media policy is, ideally, not a set of restrictive rules; it's a set of guidelines on the best way to conduct oneself. It can empower employees, and it may even be an asset to furthering brand image online.
Tips For Implementing A Social Media Policy For Employees
When developing a policy for personal social media use, here are a few tips you can use as a starting point.
• Remember that you can’t control your employees’ and contractors’ social media accounts, and you may not be allowed to access the information they share, due to privacy laws. You may, however, be able to have your staff sign an agreement stating that they won't divulge information through social media or post any content, even personal, that would present your business in a bad light. Remember, though, that employees are protected by federal laws that allow them to criticize their employers online to a certain extent.
• Create a list of various actions you recommend your employees not take on social media because they can result in investigation and the possibility of termination. Nudity, hate speech against anyone (not only their employer), racism, lewdness, as well as any other actions that are restricted from social media itself should all be mentioned on this list.
• Point out to your staff that not only are their posts open to public scrutiny, but comments they leave on others’ posts are too. As such, they should be careful not to post anything that could be detrimental to the reputation of your business.
• Put consequences in place for any employees who have access to business social media accounts and who use them to respond to others in a way that is not strictly professional and centered on customer relationship management.
• Train your staff to maintain their security and professionalism on social media because many may not be aware that certain actions may not be appropriate. Simply sending out a memo with these notes may not be enough. To ensure that your best practices are read and appreciated, hold a meeting with everyone present. Then, quiz them on what they learned.
• Be transparent regarding the company's social media policies. Make sure all parties — employees, the HR team and the IT department — explicitly understand the policies and that everyone is aware of what information can and cannot be monitored.
• Ensure that data is protected both ways. It is best to protect not only sensitive company data, but also the data you have on your employees. This establishes trust between employee and employer.
• Create a work environment where employees don’t feel the need to air their grievances online and can approach the company internally to solve any issues related to the workplace. This is of utmost importance because reputation is a two-way process and involves cooperation from all involved parties.
Take The First Step
Given the technology that exists today, the line between data protection and privacy is increasingly hard to maintain. Companies have a need to protect their data, while employees may use social media for personal or work-related reasons.
In the process of ensuring that sensitive company information does not fall into the wrong hands because of unwitting employees, companies often cross many boundaries. With the laws on technology and privacy constantly evolving, take the first step in the right direction, and build ethical practices that account for company interests as well as employee rights.
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d160773dd69a018b4fee84888495f8e9 | https://www.forbes.com/sites/forbesagencycouncil/2020/04/22/free-or-low-cost-ways-to-promote-your-business/?sh=5c9481cc3f2d | Free Or Low-Cost Ways To Promote Your Business | Free Or Low-Cost Ways To Promote Your Business
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Whether you’re facing tough economic times or just have a limited marketing budget, here are some free or low-cost ways to help you promote your business:
Google My Business
Every business should have a Google My Business account. It’s completely free and provides a platform for you to feature information about your business that prospective customers want to know, such as store hours, contact information, photos and customer reviews. Having a Google My Business profile literally puts you on the map too, which enables customers to easily access directions to your business location. It’s easy to set up and manage.
Google Ad Grants
If your organization is a nonprofit charity in good standing, you could be eligible for up to $10,000 of in-kind advertising every month. Check to see if your organization qualifies.
Business Listings
Create and/or claim your business listings on any review sites that apply to your industry. Some of these sites include Yelp, Angie’s List, HomeAdvisor, TripAdvisor, Facebook, Foursquare, Manta, Better Business Bureau, Yellow Pages, Yahoo! Local Listings, Bing Places, Influenster and Merchant Circle. Be sure to complete your listings with as much accurate information as possible, including contact information, website, hours, description of services, etc. The more complete your profiles are, the more likely it will help you be found in searches.
Start A Referral Program
Incentivize happy customers to refer you. For example, current customers of a gym may get one month free for recruiting a friend. Those in professional services might consider offering a discount to their top referral sources.
DIY Public Relations
Become a subject matter expert, and get published. Public relations can be a big investment of time — that’s why most businesses hire PR pros to help them achieve publicity and credibility. However, if budgets are limited and you have the time, you can definitely get a handle on this yourself. Start with content creation (articles, blogs, videos, press releases), then determine where to publish them. Some free resources include PRLog and other press release distribution sites, and HARO (helpareporter.com) to secure media coverage.
Get Social
Social media is a great way to get your business out there for free. You can publish your content across LinkedIn, Facebook, Twitter and YouTube, among other social networking sites. Having social media profiles for your company will boost your chances of getting found on Google, Bing and other search engines. It’s a great way for customers to stay connected and in the know of your latest offerings and updates.
Email Marketing
There are plenty of free or low-cost email marketing tools available (Mailchimp, Constant Contact and VBout to name a few) where you can customize beautiful professional emails and send them out to a large group of prospects. Pro tip: Keep your text minimal, and include a call to action or a reason for them to contact you soon.
Community Engagement
Strengthen your business connections by getting involved in networking groups. Whether virtual or in-person, you can meet like-minded people who can introduce you to people seeking your services. Another way to get involved in the networking community is hosting a webinar or workshop. If you have valuable insights you are willing to share, this could be a cost-effective way to demonstrate your specialized knowledge and the value of your services to potential customers. Speaking engagements can be a great way to establish credibility as a leader in your industry.
Now go out there and promote your business proudly!
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9aca8f52e74320d3c1a1625bb9138b6a | https://www.forbes.com/sites/forbesagencycouncil/2020/04/23/marketing-strategies-that-wont-break-the-bank-during-tough-times/?sh=d5728b21118a | Marketing Strategies That Won't Break The Bank During Tough Times | Marketing Strategies That Won't Break The Bank During Tough Times
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As many businesses struggle to maintain productivity during this unpredictable economic time, marketing is often the first expense cut from a shrinking budget. It’s odd because one could make the argument that there is perhaps no better time for razor-sharp marketing than during a struggling economy. That said, there are several tactics that all businesses can use to improve their marketing without breaking the bank. These marketing tips just might help bring in some much-needed business.
Review And Update Your Website
One upside of being in a struggling economy is that it can give you time for housecleaning. One of those housecleaning chores should be the company website. Updating the copy on your website is something that you can do yourself for free. Review all written copy — your homepage, your about page, your team bios and your service and product pages. This is an important time for your website to deliver accurate and easy-to-understand information about your services, products and team.
Next, review the contact information listed on your website. Make sure your phone numbers are accurate and that people can click to call from their mobile phones. Make sure your address can be clicked for directions. Also test the contact forms on your website. Make sure these forms don’t have unnecessary fields. Collect only critical information. Make it simple for people to complete your contact forms and request a callback, demo or appointment. Make sure these forms look and behave well on mobile devices too.
Next, refresh your content. Replace old, stale images that were added to the site years ago. Create some new pages that talk about your new services or your industry — whatever information your customers are looking for. This not only makes your site more appealing, but it also can help your SEO. Google likes websites that provide high-quality content. Make sure you've inserted your keywords into the content. If you sell artificial intelligence for service desks, make sure you write about artificial intelligence for service desks. You can’t expect to show up in search results for keywords that are nowhere to be found on your website.
Give Your Social Media Sites A Makeover
Do the same review for your social media channels. Review the copy to make sure it accurately describes your services and products.
Many of the major social media channels have probably implemented new features since you last reviewed your pages. It may be worth taking a look at these new features to see whether any of them could benefit you.
Perhaps you would like to redirect your "Send Email" button on Facebook so that emails go to you instead of a team member. Review these settings.
Change your Facebook cover photo that’s probably been there for years. Give all of your channels a makeover, and start posting. None of these changes costs even one cent if you do it yourself.
Check Your Google My Business Listing
Your Google My Business listing is integral to your organic search. This is what is displayed on Google search pages and Google Maps when people are searching for your services. It’s critical that this listing is showing correct information. Make sure your NAP data (your name, address and phone number) is accurate. Check to see whether Google has added new categories or services for your business. Update your hours if they have changed, and create a post so your listing has some new content.
Supercharge Your Email Marketing
It’s never been more important to communicate with your current customers via email. Let them know about any changes in services, hours or product availability. Introduce specials that show you care about how the economic situation is impacting them, and offer solutions to help them navigate these murky waters.
Email marketing is often overlooked as a lead generation tool. Many businesses forget that their email blasts are very easy for recipients to forward to someone else, amplifying their reach.
Being a business owner during challenging economic times is stressful. It requires a laser focus to navigate but also customer retention and recruitment. None of these marketing tactics has to cost you anything, and quite frankly, I believe they're all things that you should be doing on a regular basis. Take the time to salute your current customers and sharpen your brand message on social media and your website. Make sure you test and monitor every method to contact your business, and that you handle your incoming leads quickly and with precision.
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0622609d5a2fc2b13ec69e9da98ef6e8 | https://www.forbes.com/sites/forbesagencycouncil/2020/04/23/pr-the-key-to-making-a-difference-in-turbulent-times/ | PR: The Key To Making A Difference In Turbulent Times | PR: The Key To Making A Difference In Turbulent Times
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The world is at the grip of COVID-19 and the media is scrambling to find credible experts to make sense of everything. How does this apply to you? It’s an opportunity for you or your company to truly make a difference.
Everyone is jumping on the bandwagon. If you’re like me, your inbox is full of “special offers,” and you feel the difference between those committed to making a difference and those being opportunistic. Now is not the time to line our pockets. It’s a time to turn to the business at hand: humanity. In order to truly make a difference, you need to know how the media works and the best way to support them.
Breaking news is tricky. The news cycle is shortened, and you need to be ready to rock when the media comes knocking. There’s no question about what dominates our global news now. And for us, like everyone, it’s not business as usual.
Every day our team is rewriting pitches and press releases as the pandemic evolves. The press is so thirsty for COVID-19 stories, turnaround time is intense. Our typical 24-hour news cycle has turned into a 6- to 12-hour news cycle. For example, our financial clients are providing us tips about not panicking or how to teach children about money while housebound. We are quickly getting these out to our press contacts who are feverishly looking for industry and lifestyle angles like these. Our doctors, therapists and health experts are talking about how to strengthen immunity, work out at home and remain calm (and clean) in the midst of chaos. A client was asked to write communication tips on how to speak powerfully to sick loved ones who are either ill with coronavirus or have existing health conditions that may be worsened by being cooped up at home. Relationship and dating press are thirsty for tips on how to get along when bored or broke.
We’ve never seen the turnaround on content required currently by news-makers. Do you have a message around COVID-19 that would make a difference and support people? Here are some key things to remember when preparing your breaking news pitch:
1. Make sure the media knows how to contact you. You've done all the work to make a difference; don't drop the ball at the goal line. Think like the journalist you're pitching, and make it easy for them to connect with you, however they prefer.
2. Be prepared for virtual interviews. TV interviews are rapidly changing now as we implement social distancing. You know the old saying, "Practice makes perfect." Doing virtual interviews can be tricky. Practice before the media contacts you.
3. Make sure your technology is ready to go. If you’re doing a TV or online interview via Zoom or Skype, ensure you have a stable connection and good lighting and sound. In order to deliver your message powerfully, you need your audience to see your smiling face!
4. Give the media everything they need. The best way to make a difference with your media contacts who are currently dealing with insane timelines is to make sure they have everything they need, even before they ask. We believe the best way to do that is to provide them with a link to a well-thought-out, organized online press kit.
5. Be ready to dance. In this ever-changing pandemic landscape, be prepared to talk about anything. Make sure you’re media trained ahead of time to deliver an amazing interview so the next time that journalist needs a go-to resource, you're the first person they call.
During this time, you need to put yourself in the media’s shoes. They are working under extremely tight deadlines, and anything you can do to help them meet those challenges will ultimately make the difference. Give them what they need when they need it, and be their partner to look for solutions. Come from a place of serving them — not the other way around! We all know the saying, "The small things make the biggest difference." This moment in history is your opportunity to make a big difference.
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ec47144bc2d1d7144d9c20185749e6e4 | https://www.forbes.com/sites/forbesagencycouncil/2020/04/28/three-tips-to-help-marketers-prepare-for-the-post-pandemic/ | Three Tips To Help Marketers Prepare For The Post-Pandemic | Three Tips To Help Marketers Prepare For The Post-Pandemic
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The coronavirus pandemic has changed how we live and conduct business, which will have a resounding impact. Digital connections are what have sustained most companies during this time. Some businesses that doubled down on digital marketing to help facilitate these connections have even thrived. Now is the time for marketers to start preparing for the end of the pandemic as well as the long-term impact.
Here are three tips to help businesses prepare for the post-pandemic period.
Leverage digital marketing to guide the virtual consumer journey.
Consumers are online like never before and that includes business decision-makers, doctors, buyers and administrators. Sales reps are grounded, and in-person meetings are rare. Grocery store buyers, doctors and hospital administrators are overwhelmed.
The way that most businesses have been able to sustain and even succeed in this environment is by providing streamlined, on-demand digital experiences for consumers with limited-time and personal access. Digital experiences aren’t just about presenting information online — though all marketing information should be made available. Digital experiences must also allow consumers to connect with sales reps and place orders remotely.
Digital marketing channels such as search marketing or paid social media should be designed to help consumers navigate virtually through to the point of sale. Digital marketing should not be viewed as a supplement to sales teams, but rather as a virtual guide for the consumer journey.
With so many consumers getting more and more used to working from home, this shift in behavior will most likely continue for the long term. Businesses should use this time to streamline digital experiences and enhance digital marketing campaigns.
Start planning marketing campaigns for the post-pandemic.
With businesses closed and so many Americans home, the future demand for goods and services is certainly brewing. At the end of the pandemic, when stores and restaurants reopen their doors and business networking resumes, there will likely be a resurgence in the economy like never before.
People will be lining up not just to go to restaurants and the movies, but also to go to the dentist, schedule medical procedures and get haircuts. They’ll also want to visit with family, friends, customers and vendors. Businesses will need to prepare for the release of the pent-up demand that has been building.
Having marketing campaigns in place that are ready to intercept consumers at this pivotal time will be essential. Those who wait will miss out on the largest spike in the economic recovery. Search marketing and paid social media are some of the more turnkey marketing channels to activate. However, planning a targeted marketing campaign, even within these channels, often still takes months. Online media inventory needs to be assessed. Budget allocation recommendations need to be determined. Creative assets need to be developed, and campaigns need to be set up.
I believe there will also be a shortage of skilled marketers able to develop these campaigns because, just as demand for restaurant reservations and haircuts will surge, so will the demand for marketing services.
Make sure you have good SEO for your website.
SEO is one of the most cost-effective marketing channels. It includes the process of conditioning a website so that it ranks highly for relevant keyword searches within the organic or nonpaid results on Google.
Content should be developed with target keywords in mind, and websites should be developed in a manner that allows search engines to determine what keywords to rank the site for within the search results.
Even though the coronavirus stimulus package is providing relief across the U.S. economy now, we don’t know what the future holds. In a worst-case scenario, where marketing budgets are cut and media buys are scaled back, having a website that is search engine optimized would be essential. High visibility within the organic search results can remain for some time. Therefore, for long-term security, SEO is pretty much fail-safe.
Conclusion
Though tragic, the coronavirus pandemic has been an eye-opening experience. Businesses can endure, even when cities and states are locked down, through digital experiences fueled by digital marketing. The reliance on digital has never been higher and will likely continue. Many businesses suffered a loss in revenue over the past weeks. However, those that plan to activate marketing campaigns now will hopefully be able to recoup earnings during the economic resurgence, which hopefully will sustain. An investment in SEO now would add additional security.
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0a1ab87a0c8fb13a90e8cbc80dfeb26f | https://www.forbes.com/sites/forbesagencycouncil/2020/04/29/five-common-marketing-mistakes-and-how-to-avoid-them/ | Five Common Marketing Mistakes (And How To Avoid Them) | Five Common Marketing Mistakes (And How To Avoid Them)
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All marketers make mistakes. We have so many things on our plate: managing teams, launching campaigns, creating products — you name it. There are bound to be errors along the way. Furthermore, it can cost up to thousands of dollars to fix a single marketing mistake. No wonder 50% of businesses fail by their fifth year.
However, it doesn’t need to be that way. You can easily prevent frequent mistakes to stop unneeded revenue loss and score little wins with the right methodology. Keep reading to learn how.
1. Campaign Overspending
Be honest. Have you ever started an advertising campaign and spent way over budget? The most likely culprit is that you simply left the campaign on or didn’t set a limit.
If it hasn’t happened yet, consider yourself lucky. Either way, one of the first ways to avoid this happening is by having a clear checklist for each campaign. It might look like this:
1. Set campaign goals (leads, traffic, etc.).
2. Set a daily/monthly budget.
3. Produce sales copy and creatives.
4. Double-check settings.
5. Launch campaign.
6. Check in at least once per day.
That brings me to my next point.
2. Campaigns Not Launching On Time
You put blood, sweat and tears into the perfect campaign. It’s going to change the world. But, it gets delayed.
If a campaign is pushed back, that means results and revenue will be, too. Not good.
How can you get around this? Firstly, I suggest that you set clear milestones for every project, no matter how big or small.
These might include:
• Creating a project outline.
• Setting key performance indicators (KPIs).
• Choosing the target audience.
• Setting budget requirements.
• Deciding on distribution and marketing channels.
Secondly, run the plan by your entire team so everyone is accountable. Ensure that every person and the department has their own milestones and KPIs. Lastly, check in every set period (weekly, for example) to ensure that the campaign is progressing as planned.
3. Tracking And Integrations Breaking
"Why aren’t conversions being tracked?" your client asks. Integrations broke.
This happens when you least expect it, too. Unfortunately, it causes clients to become upset, the data loses its accuracy and other tasks get pushed back as you scramble to fix the problem.
A report by Tricentis found that software failures cost the U.S. economy $1.7 trillion in 2017. Additionally, it affected 3.7 billion people and resulted in 268 years of downtime.
A simple way around this is by having a hierarchy of roles that interact with all the company’s assets on a regular basis. If tracking or integrations break, they will be discovered sooner than later.
Let’s say you’re launching a PPC campaign, for instance. You could have one individual set up the back end of the campaign. Then, the copywriter goes in and produces all the sales copy. A designer uploads the creatives after this. Finally, it’s handed off to the marketing lead to inspect before it’s launched.
There are so many touch points that any bugs with tracking or integrations are bound to be discovered versus if only one person interacts with it.
4. Targeting The Wrong Audiences
You can have the perfect campaign, sales copy and funnel. However, the right eyes need to see it. Otherwise, all that precious time and money gets flushed down the drain.
The reality is that every customer segment is unique. No two groups will respond to an offer in the same way. It needs to be tailored; it needs to be personalized. This is why most consumers become frustrated when content isn’t tailored.
Be empathetic, and research what customers care about. I suggest using surveys and questionnaires to directly connect with customers. Google Forms is a great tool to use for this. Ask questions about their purchasing experience, interests, pain points and needs.
Additionally, make use of free platforms like Google Analytics to collect customer data. Market reports, case studies, white papers and other secondary resources are great for improving targeting, too.
All of your findings need to be used to create specific buyer personas. Tailor calls to action, sales copy and landing pages to each group for maximum return.
5. Broken Forms, Links And Checkout Systems
Think of a sales funnel as individual steps that lead to the end goal: the sale. Every single step needs to be as easy and streamlined as possible. This maximizes how many users will convert.
This is because it makes their experience smoother and more enjoyable. If there are constant bugs, interruptions and hiccups, they’ll be clicking the back button as fast as possible.
It’s typical for little things along the way to get messed up. That’s OK. However, they can cost you leads and sales. There’s one simple way to avoid this: Test your funnels!
Yes, it’s really that simple. Nothing should get launched without thorough testing. Go through the funnel, and click every button and link. Engage with the page as a real customer would. Ask yourself questions such as:
• Do the forms work?
• Are links correct and functional?
• Do buttons work?
• Are pages responsive on all devices?
• Can payments be sent and received properly?
• Do cart and checkout systems work?
Fix anything that isn’t working as intended, and get important pages perfect. Once everything is greenlit, launch it with confidence.
Conclusion
Mistakes happen all the time in business. However, they can be very costly. They can result in lost leads, sales and — perhaps most importantly — time.
The most common mistakes I’ve witnessed over decades as a marketer include overspending, campaigns not launching on time, broken integrations, incorrect targeting, and broken pages (a.k.a. human error).
Many of these can be prevented by having thorough systems and steps in place. Double-check progress, integrations and settings on a regular basis. Nothing will slip through the cracks this way.
Test every page, product and funnel before it’s offered to the public, as well. Obvious bugs will hurt customer experience, performance and branding.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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e443163ef025f371d8bd97f7a482598a | https://www.forbes.com/sites/forbesagencycouncil/2020/04/30/creativity-and-kindness-emerge-in-a-crisis/ | Creativity And Kindness Emerge In A Crisis | Creativity And Kindness Emerge In A Crisis
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One of the best ways we can bring values to life for employees is to show concrete examples of what it looks like to put those values to work. In many companies today, we’re seeing fantastic examples of their values manifested as creative and kind solutions to the unprecedented challenges businesses are experiencing now.
At Tribe, we work with national and global brands on culture and related issues. We often say that the true corporate values are the principles the company adheres to, even in times of high stress. The coronavirus era will continue to provide a perfect storm of high stress to test how deeply the values are engrained in our corporate cultures.
The Values That Birth Creativity
One of the best things about a crisis is that it often demands a different approach — and that’s an opportunity for creativity. Depending on the industry and the culture of the company, creativity might be the result of a value expressed in terms like innovation, passion or curiosity. It could be the output of agility or adaptability or the value of being open to change.
We’ve seen it recently in apparel companies like Hanesbrands and American Giant, both of which are retrofitting manufacturing facilities to produce medical masks, and with manufacturers from Dyson to Tesla pivoting to ventilators. It’s happening with luxury brands such as the conglomerate LVMH, which is putting perfume production lines to work making hand sanitizer that they’ll then give to hospitals for free.
Kindness As A Corporate Approach
Difficult times also can foster surprising acts of kindness, which we’ve seen across industries recently. CVS led the pack in waiving delivery fees for prescriptions, which reflects its values of caring, collaboration and innovation. Atlanta-based Serta Simmons is giving 10,000 mattresses to New York hospitals, which can be seen as an outward reflection of the Simmons cultural goal of “working independently to better the group as a whole.” And U-Haul is offering 30 days of free storage for college students who had to move out of their dorms in a hurry. That seems a nice outcome of their vision, part of which reads, “We work to meet the needs of the people today without diminishing the ability of future generations to meet their own needs.”
Taking Care Of Employees
This unusual time is also a test for all those companies that claim to have a people-first culture. Whether it’s called servant leadership or phrased in terms of employees being the company’s most important asset, it expresses an intention that can guide the company through tough challenges that may result in job elimination and other painful cost-cutting measures.
That sort of culture can also result in concrete measures that honor the importance of employees to the company’s success. Recently, for example, numerous grocery retailers have raised hourly pay for their people. Whole Foods, in a move that could be seen as follow-through on their promise to promote team member growth and happiness, announced a $2 per hour increase in mid-March (although they’ve been faced with team member concerns about safety more recently). The union organization United Food and Commercial Workers (UFCW) announced a few days later that it had negotiated the same increase for employees of Safeway.
Walmart and other large retailers have introduced paid sick leave for hourly workers and other measures to help get employees through this crisis, with what one Walmart executive called “first-of-our-kind benefits,” that perhaps are driven by their value of “Act with Integrity.” Darden, the parent company of Olive Garden, Longhorn Steakhouse, Seasons 52 and other restaurant chains, is also providing paid sick leave for all hourly workers. One of Darden’s values is “Respect and Caring,” and sick leave is one way to show employees both.
Culture Reflected In The Stories Employees Tell
One of my favorite examples of this sort of kindness and creativity is the reaction to a Depression-era crisis by a century-old flooring manufacturer headquartered in a small town in New Jersey. This former client of ours has experienced more than one fire in their long history, but the one in October of 1931 was particularly devastating.
Employees had worked late at the plant that Saturday night to fill a large order. About an hour after they left, a fire broke out. Despite the sprinkler system, two fire trucks equipped to pump water from the nearby reservoir, and firefighters remaining on the scene all night, the next morning all that was left of the main building was a pile of rubble.
The owners of the company put all 85 employees to work Monday morning clearing the debris. When they selected a contractor to rebuild, they insisted on hiring their own employees, rather than the contractors’ usual team, to work on the construction.
More than 50 years later, when we worked with this client to evolve some of their internal brand language, we held focus groups with employees from New Jersey to North Carolina to Georgia. The story of how the company reacted to that fire was mentioned in at least half of those groups. And the value that emerged, again and again, across function, seniority and geography, from forklift operators to the CEO, was this, almost verbatim, every single time: Do the right thing.
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58f1353c5113fb6b51e7dfe8f091c6af | https://www.forbes.com/sites/forbesagencycouncil/2020/05/04/separating-facts-from-fiction-how-to-make-better-decisions/ | Separating Facts From Fiction: How To Make Better Decisions | Separating Facts From Fiction: How To Make Better Decisions
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I've become increasingly aware of a challenge facing leaders today: storytelling. And I'm not talking about the kind of storytelling families and cultures use to pass down history and traditions, nor do I mean storytelling that creatives use to cultivate deeper meaning for brands. I'm talking about internal storytelling — the unconscious fiction we humans make up, especially when faced with challenges, conflict and important matters.
A telltale sign is seeing someone stuck in analysis paralysis — a term you're surely familiar with, where one gets stuck in their thoughts (i.e., internal stories), preventing them from taking action. Our internal stories are typically grounded in what-if scenarios, hypotheticals and future possibilities, rather than sticking to the facts. In these moments, we get stuck in the limbic system, the part of the brain that runs on emotions and survival instincts, rather than the neocortex, where logic, rational decision-making, focus and emotional control originate.
Researcher and author Brené Brown has popularized a helpful, reality-checking tool to combat this, using the phrase "the story I'm telling myself is..." This phrasing helps check one's assumptions by practicing internal curiosity and reflection. "These stories are often one-sided, worst-case scenarios and seldom contain the full truth," writes Brown.
It stems from a self-protective survival instinct our ancestors used, to avoid being eaten by saber-toothed tigers. Today, these instincts rarely serve us well, yet our brains still fabricate stories that magnify our fears and anxieties, contributing to our own dysfunction.
The next time you're feeling stuck or anxious about an important matter, take some time to fact-check the story you're replaying in your mind. Ask yourself what's true and factual. Then ask yourself what parts are hypothetical or assumptions. How much time are you spending in the hypothetical? How much weight are you giving to assumptions? It's important to be curious and find the root of your feelings.
Observation Vs. Evaluation
Another helpful tool comes from psychologist Marshall Rosenburg, Ph.D., who created a popular framework in the 1960s: Nonviolent Communication, which is based on learning "to clarify what we are observing, what emotions we are feeling, what values we want to live by, and what we want to ask of ourselves and others. We will no longer need to use the language of blame, judgment or domination."
Observations are things you can literally observe, using one or more of your five senses. They're verifiable facts and, and in their purest form, are free of bias, beliefs, judgments or attached meaning. Evaluations take our observations and run them through a filter of emotions, feelings and beliefs, experiences, knowledge — essentially running the facts through a person's highly personal, highly individualized CPU (central processing unit).
As a leader, I've found I'm at my best when separating observations (facts) from evaluations (stories). For example, you may see a data point in a presentation and quickly jump to analysis, creating stories about it. Not so fast. Wise leaders keep analyses in check, grounding conversations first around the facts, which usually makes buy-in and alignment with colleagues easier. There's always time to seek analysis and opinions later — but first, it's best to get clear and aligned on the facts.
The Observing Eye Vs. The Perceiving Eye
Samurai Miyamoto Musashi said it best: "Observation and perception are two separate things; the observing eye is stronger, the perceiving eye is weaker." Musashi believed there's only two ways to see the world: through the observing eye or the perceiving eye. Observation focuses attention on truth and what is actually happening in the present moment.
The perceiving eye, however, sees much more than just the facts. Perception adds to, amends and mixes in other information with the facts, like experiences, emotions, personal beliefs and values.
Mark Twain famously said, "Get your facts first, then you can distort them as you please."
What Is True?
When faced with any challenge, opportunity or important matter, the first step should always be to remove feelings, bias and analysis from the equation. Approach things as if you're running a highly scientific lab experiment where accuracy and fact-finding are paramount. Ask yourself: What is true?
This reminds me of author Byron Katie and her belief that human suffering comes from believing our own stressful thoughts. She's found most stress and pain is rooted in the stories we create in our minds — the fears and hypothetical scenarios we spend so much time spinning out on.
What if we could actually turn the storytelling off? I've worked on this within myself and found a daily meditation practice can help turn it off, or at least turn it down. Only when I regularly spent time alone with my thoughts could I truly understand what my thoughts are, where they come from and what they're good for.
Good? Bad? Who Knows?
It's human nature to unconsciously turn everything into a binary decision: Is it good or bad? But what if everything we encounter didn't have to be evaluated as good or bad? What if we were open to the possibility that any experience could be good, bad or an infinite range of possibilities in between? What if we could all agree that no experience, situation or scenario is all good or all bad?
There's an ancient story of a Chinese farmer that really drives this home. In my peer mentor group of CEOs, we've reflected on this story more frequently over the past few weeks, amid the global crisis. Spoiler alert: The farmer stays neutral and open. He avoids binary traps and doesn't rush to analysis about whether a current situation is good or bad. Instead, he's open to infinite possibilities, knowing it may take years to truly discern and understand something.
Indian philosopher Jiddu Krishnamurti surmised: "The ability to observe without evaluating is the highest form of human intelligence." I couldn't agree more. Leaders make better decisions when adept at separating facts from fiction, when we're mindful of internal storytelling, and when we stay grounded, centered and open to infinite possibilities.
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1b192bf2cd3f424bcac11f3a56942245 | https://www.forbes.com/sites/forbesagencycouncil/2020/05/05/how-brands-can-include-esports-in-their-influencer-marketing-strategies/?sh=74ddf1433b82 | How Brands Can Include Esports In Their Influencer Marketing Strategies | How Brands Can Include Esports In Their Influencer Marketing Strategies
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The esports industry is growing fast, and brands are joining the race. With millions of viewers, esports offers a new realm of opportunity for brand partnerships and influencer marketing. Because the majority of esports takes place on streaming platforms, brands and advertisers are noticing the creative potential of the industry — and of streaming as a whole.
So how can brands use esports in their influencer strategies? Because esports are a growing part of influencer marketing, we focused on the industry early on and have created lasting relationships with brands that have offered valuable insights not only for us but for others as well. Here are a few key takeaways for brands looking to include esports in their influencer marketing strategies.
Esports 101
In some ways, the esports industry is very similar to physical sports. There are specially designated teams, players, influencers and more for a variety of different types of games. While physical sports include competitive games, such as basketball, baseball and football, esports involve competitive gaming titles, such as "Fortnite," "Counter-Strike" and "PlayerUnknown's Battlegrounds." Each game has its own players and teams — resulting in very diverse but highly specialized groups of people.
Esports gained traction with the success of streaming services like Twitch, Mixer and YouTube, resulting in players rising in popularity from their video game livestreaming. Popular video game streamers are considered influencers, just as many popular sports stars are.
Esports also have a dedicated — and growing — audience. According to one report on the state of esports, in 2018, there were an estimated 380 million viewers, and the audience is expected to grow to 557 million by 2021.
With such a large audience that engages with players and their content, esports is an area of potential for brands (both those that are involved in the esports industry and those that aren't). Younger generations, in particular, are watching esports. This presents a massive opportunity for brands to reach this demographic.
How Can Brands Use Esports?
Your brand doesn't have to be associated with esports to have a successful partnership. Brands that aren't otherwise involved in esports are finding creative ways to partner with teams and players, which results in thoughtful and engaging content. By leveraging esports audiences and brand values, partnerships are able to benefit both the influencers and the brands involved.
Two such examples of brands that have formed these symbiotic relationships are State Farm and Gillette. State Farm sponsors multiple "League of Legends" events, while Gillette partnered with Twitch to create a team of 11 streamers from 11 countries who were "selected to represent the brand and create content for viewers."
These types of nonendemic partnerships create new opportunities for fans to connect with their favorite influencers while also giving brands the chance to advertise certain messages throughout the campaigns. This promotes brand awareness with younger demographics as well as esports viewers as a whole.
By creating a unique experience for esports fans, brands are able to form lasting connections with both players and fans, which can result in further brand loyalty or recognition in the future.
How To Create The Right Esports Partnerships
Finding the right esports influencer to partner with is key for creating a memorable experience for fans. To successfully build these relationships, be smart about who you partner with and clearly identify the goals of your campaigns.
Look for players who share the same goals and values as your brand. Are they currently fans or users of certain products or services that your brand provides? Have they mentioned your brand, product or service by name before? By learning more about your esports influencers before creating a partnership, your brand will be able to find the appropriate areas to connect on. This can lead to partnerships that are genuine and seamless and thus more meaningful engagements with your audience.
How To Measure The Success Of Your Campaigns
You can measure the success of your esports influencers by looking at the total number of views that their streams receive and the total number of people tuned in to their streams across a certain period of time. This data allows you to determine the return on investment you're getting from your campaigns and gauge how effectively your streaming partners are promoting your product or service. Ultimately, the data can tell you whether streaming is a worthwhile way for your brand to reach more people.
The growth of esports has created more opportunities for brands to connect with influencers and consumers. By partnering with esports influencers, your brand can find creative ways to reach a large audience — and encourage that audience to engage with you in the future.
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7d3b09a936f4131d33276dd7883070fa | https://www.forbes.com/sites/forbesagencycouncil/2020/05/06/14-ways-to-increase-engagement-and-conversions-on-your-website/?sh=20909c1d1a42 | 14 Ways To Increase Engagement And Conversions On Your Website | 14 Ways To Increase Engagement And Conversions On Your Website
The primary goal of any business site is to increase sales. While steady traffic and click-throughs are great, you want people to make a purchase or take the next step.
To boost engagement and conversions when people land on your website, you’ll need the right strategies. That’s why we asked the members of Forbes Agency Council how to turn website visitors into loyal customers. Follow their tips to help your business earn more sales.
Members discuss a few ways you can increase engagement and conversions on your website. Photos courtesy of the individual members.
1. Make Customers The Hero
Most websites talk at prospective customers, telling them how great the brand is rather than starting a conversation with them. Start by asking how your brand makes your customers the “hero” in their own stories and then use your website to demonstrate an understanding of their challenges and how your experience and processes can guide them to success. Sales will grow from authentic connections. - Brian Handrigan, Advocado
2. Use Remarketing To Bring Them Back
By setting up remarketing through Google, you can continue to reach out with display ads to those who did not convert or abandoned the cart on your website. Some customers may not be ready to buy and are only researching, so remarketing keeps your brand or product top-of-mind. - Rebecca Kowalewicz, Clearbridge Branding Agency
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3. Invest In Video
The demand for video continues to rise. It is estimated that 80% of Web traffic is now coming from video alone; it is the No. 1 source of content. There have been studies that have shown that video not only improves your searchability and increases your average time on site but also increases conversion rates. If your website does not have videos you are missing out. - Nathan Hall, Simple Story
4. Offer Money-Back Guarantees
Giving your customers the comfort of knowing that if they are not fully satisfied with your product they can get their money back removes a lot of their fears. Some may think that this is a short-term fix, but putting yourself out there will build trust, which will up your conversion rate in the long run. - Zachary Binder, Bell + Ivy
5. Create A Digital Path To Purchase
One factor contributing to low conversion rates is an information architecture that doesn’t factor in the customer’s ideal path to purchase. To efficiently turn visitors into customers, it is critical to first know your target customer and the specific stages of their decision-making process. Design your website to lead visitors down that path, serving up the right information at the right time. - Keri Witman, Clever Lucy
6. Add Opt-In Forms
Even if your business doesn’t sell directly on your website, you can still convert your Web traffic into sales by having opt-in forms that allow visitors to fill out their contact information, often in exchange for a piece of value, thereby becoming a contact in your database. Teams can then follow up with the leads at a later date with an upsell proposition and convert the initial Web traffic into sales. - Jonathan Durante, Expandify Marketing Inc.
7. Communicate Value
Make your value proposition clear from the get-go on your website. It’s a quick pitch that tells them why they should bother sticking around and buying from you. You can take action by using headlines that communicate why something is worth purchasing, crafting copy that supports the value proposition with benefit statements and using images that tell a story that supports the benefit statement. - Aaron Agius, Louder.Online
8. Change The Conversation Completely
When traffic, conversions and sales are being discussed in presentations, my one tip is to change the conversation away from numbers and towards the customer. There is a human behind every click. Have your team learn about design thinking methods and develop a new level of empathy with your audience. Understand why conversion is not happening, then prioritize the optimizations. - Kashif Zaman
9. Work To Share The Value
One of the biggest issues with website traffic that does not convert is that most people do not understand the sale. What this means is that the conversion piece is critical to the success of the sale. It is important to know that you are going to be able to share the value to that audience and ensure that there is a conversion. - Jon James, Ignited Results
10. Don’t Neglect The User Experience
A well-designed website should do more than promote services or products—it should guide the customer journey. Including tons of options in the main menu, for example, might seem like a good way to keep customers’ interest when in fact it can create confusion and lower conversion rates. Use carefully placed design elements and messaging to direct customers toward your highest-priority offerings. - Hannah Trivette, NUVEW Web Solutions
11. Have A Strategy For Staying Top-Of-Mind
The industry standard for a conversion rate is between 2% and 3%. It means that the majority of your visitors aren’t going to convert on the first visit. Despite this information, focus on the effort that would make them your customers over time. One thing that’s especially effective is remarketing and retargeting. It helps you make sure your brand stays on top of people’s minds. - Solomon Thimothy, OneIMS
12. Optimize Design Using Data And Psychology
Humans engage based on emotions. If we can track behavior and correlate the actions of a visitor, we can also alter the page and test. A/B testing allows us to optimize a page to convert at a higher rate. There are many ways to boost conversion, including proper use of layout, white space, contrast, wording, style and imagery. - Zamir Javer, Jumpfactor
13. Get As Specific As Possible
While a website is technically about the company, it really needs to speak directly to the person who’s visiting at 2 a.m. with worries and concerns. How can you reassure? Create landing pages that speak directly to defined audiences, and curate their narrative journey with precision. Remember, you can’t be all things to all people. The more you specialize, the more business you inspire. - Lynne Golodner, Your People LLC
14. Give Them All The Information They Need To Continue On The Path
Landing on the website is just the start of any customer’s journey with a company. While the goal is to get the sale, this is not going to happen immediately with a site visit. To get visitors closer to a sale, you need to make sure that the rest of the path is already laid out for them. Give them all the information they need and get their email so that you can reach out with the next step. - Dmitrii Kustov, Regex SEO
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565a75e764260af806544f82e0408be4 | https://www.forbes.com/sites/forbesagencycouncil/2020/05/13/attention-is-an-asset/ | Attention Is An Asset | Attention Is An Asset
Photo: Getty
The largest brands in the world all have one thing in common: attention. More specifically, the attention of the masses. Attention builds brands. Attention creates opportunity and leverage. Brands become household names because they are known. To gain attention, brands must stay consistent with their marketing and branding efforts and continually differentiate themselves from their competition through content, strategy and service.
The biggest brands in the world focus their efforts on getting as much attention to their brands as they can. They constantly invest in their brands through marketing and advertising efforts in order to continuously remain relevant in the modern day. Today’s ability to market online and on social media has caused smart brands to invest marketing dollars where consumers have transitioned their attention.
The commodity of gaining attention is a process that requires time, consistency, creativity, strategy, research and execution. You must find where the attention you want is and create a strategy to gain it. Years ago, that meant brands fighting for attention through print ads, TV and radio commercials. But now there are fewer barriers to entry by marketing on social media platforms, which is where most consumers spend a lot of their time anyway.
Every business needs consistent attention and new eyes on it because the more known it becomes, the greater its chance of generating leads and sales.
Attention — especially when paired with an amazing product or service — can generate more opportunity, leverage, influence and longevity for a business and brand. It will require, however, devising a strategy that will connect with the consumer at a deeper level. When done right, this can eventually create brand loyalty. And if consumers enjoy what you’re providing, it's more likely they are going to continue the attention momentum for you by spreading it via word of mouth.
Attention is its own stock market and has volatile trends, reflecting on where marketing dollars need to be spent. However, attention has moved to social media and is where businesses and brands need to focus on marketing and advertising strategies to gain market share.
Social media allows businesses and brands to know where the attention is and helps you do market research on what will capture your target audience's attention. Social media enables brands to attract new clients quicker and more efficiently than ever before because it gives them access to figure out consumer behavior within a given industry. You can find out what type of content consumers want from you with only a few clicks of a button, allowing you to utilize polls and other forms of data-collecting tools.
Here's how attention helps create opportunity, leverage, influence and longevity:
Opportunity
With newfound attention, opportunity begins to present itself. Investors, consumers, brands and businesses all want to get involved with businesses that have attention. It opens your business up to the possibility of collaborations, sales, fans, investment money, partnerships, etc. The more attention you have, the more opportunity you will see.
Leverage
Having attention creates leverage in your industry. If you’re well known in your industry, you have the ability to be a trendsetter and capitalize on opportunities before others can.
Influence
When a brand has attention, it can more easily gain influence in its industry, causing disruption. This requires competitors to pivot, and while they are strategizing to keep up, you are now a step ahead. Influence can also be used to persuade the consumer to buy or vote.
Longevity
I believe this is the most important element of what attention can do for a business and brand. Attention can keep a business and brand relevant, which, in return, can result in longevity. Consumers nowadays will move on to something else if they feel as though you are not keeping up with the times. Therefore, the longer you sustain positive attention, the longer your company will generate revenue.
Attention is obtainable through unique marketing and advertising strategies on social media. Not every business may want attention, but in order to grow, every business needs it. Attention will keep your pipeline full, referrals coming in, leads coming to you and sales generated. Businesses cannot expect attention to come to them; they need to actively work on acquiring it. But once they do, attention creates opportunity, influence, leverage and longevity. Attention is an asset.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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e4746d5ceac66ec4d2bcd29b0156cb14 | https://www.forbes.com/sites/forbesagencycouncil/2020/05/15/three-steps-to-generating-better-leads-in-any-business-climate/ | Three Steps To Generating Better Leads In Any Business Climate | Three Steps To Generating Better Leads In Any Business Climate
Photo: Getty
If your company's growth has been based on reputation, it's possible that you've never designed a strategic approach to lead generation. But in this climate, it's critical that every business generates quality leads predictably. There are a number of tough choices within digital marketing right now. However, there's also a proven method of driving demand called growth hacking.
Growth Hacking
Growth hacking is a fairly new discipline within the field of marketing, where the outcome is focused on growth. It began with Silicon Valley startups and is used by creative marketers who employ data to innovate on breaking down traditional models of marketing to unlock massive growth in a short time on small budgets. Since then, it has been applied strategically to larger brands and corporations that have adopted these methods as part of their own digital transformations.
A Three-Step Tactical Plan
Our proprietary marketing process — Think/Make/Reach — involves using data to inform a client's brand storytelling and distribution. We’ve been fortunate enough to work with amazing marketers on their content strategies and production over the years. Here’s the secret sauce we’ve proven out with our clients, designed for both established brands and fast-growing startups.
1. Think: Content Strategy
Identify what your clients are looking for from your business and where your customers’ needs are intersecting with your business’s products or services. For us, this process involves constituent interviews, alongside a competitive analysis — comparing where you sit on social channels — and trending topics from search.
The end result is a content strategy that your team can reference throughout your creative process to ensure your content assets resonate with your prospects’ needs.
2. Make: Production
While it can be tempting to jump right into producing content, if you’re determined to drive leads, then it's essential to reflect on how you will be building your audience. We recommend beginning with a growth-hacking session. This can be a working session with your team where you run through the findings in the content strategy and use it to prioritize both the content formats and the distribution channels that will generate quality leads.
The next step we take is a creative review. You can do this by building a content calendar and structuring your campaigns around specific content series. This review should include a presentation of your storylines and creative approach, to effectively capture qualified leads at an efficient rate.
The final stage of “Make” is production. Here, we collaborate to ramp up production across key creative assets. These can range from a startup founder's story to a product overview video or a series of customer testimonials that are audio-only (for distribution in podcasts). These can also be included in blog articles and gated lead generation assets that prospects can download in the next stage.
3. Reach: Distribution/Engagement
The distribution and engagement step of your content is arguably a “make or break” stage of the lead generation program. The quality of your content will dramatically increase the success of your distribution. However, if you have brilliant content but do not pay attention to driving the correct discoverability (through search engines) and shareability (through social media), you will not generate the leads you need for the program to be successful.
We can think of distribution as broken down into two efforts: the traffic sources, and the offer or call to action (CTA). For most businesses, the most affordable traffic is from search engines and social media channels. While both can (and should) be amplified by paid spend, there is a baseline of visibility that can be achieved simply by publishing quality content consistently.
For search engines, you need to think about the basics of search engine optimization (SEO). Written content, as traditional as it sounds, is still the most readily available for search engines to scan and index. Therefore, your content plan should include blog posts that are easily discoverable by search engines and keywords you can purchase to scale up your traffic.
For social media, your channel prioritizations were made for you back in the “growth-hacking session” phase. At that stage, your strategist looked at your target audience and the data on the prospective channels and made decisions around priorities. There’s some combination of social media channels where you can use similar (not identical) content assets, but adapt them so they’re appropriate and optimized for consumption on each platform. Whether it’s LinkedIn, YouTube, and Facebook or Instagram, Snapchat, and TikTok, you need to publish your content consistently in order to build your audience.
The next step is to drive traffic to targeted landing pages where there is a clear value exchange for your visitors: Why should they sign up?
If you're in a B2B market, it's common to offer an email newsletter — where subscribers receive a summary of content that’s been published on your blog and social channels — or an online webinar or virtual event. If you're in a B2C market, discounts, value-add education or gifts with purchase are all standard. The offer can also be a great way to feature customers and drive more word-of-mouth awareness throughout the customer community.
Conclusion
This system works because you’re identifying topics of interest to your audience and then creating affordable content and distribution methods to reach them at scale. Over time, as the campaigns run, you’ll see better results because you’ll have more data to factor into your analysis. At the start, the key is to map out strategically where you feel you can make the biggest impact and design content in a way that is highly discoverable and sharable. And then, offering a compelling call to action.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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bbe4866fd582e59df0cc0c1c0d0b22c4 | https://www.forbes.com/sites/forbesagencycouncil/2020/05/28/how-technology-can-support-businesses-in-times-of-crisis/ | How Technology Can Support Businesses In Times Of Crisis | How Technology Can Support Businesses In Times Of Crisis
Photo: Getty
Over the last couple of decades, there has been an increase in the risk of natural and man-made disasters. Large-scale disasters are just one kind of crisis that can wreak havoc, both at the individual and enterprise levels. There is compelling evidence of the economic damage caused by extreme natural disasters. There are also other kinds of crises, such as the global recession of 2008 or the pandemic we are currently facing, which has caused massive disruptions in business.
How Technology Can Aid Businesses During A Crisis
The 2011 tsunami in Japan directly impacted the profit margins of several American businesses. In a globalized economy, a disaster in one country can have a ripple effect across the world. When the bottom line takes a hit, automation can be a business's best friend.
In fact, automation is useful to mitigate a crisis of human resources. The 1918 Spanish flu pandemic, for instance, saw prohibitory orders by governments over large gatherings. Essentially, fewer people could report to factories and offices. Today, AI and machine learning can take over daily tasks, such as customer service, to make up for the shortage. Even a simple self-help form on a business's website can free up human resources for more complex tasks. The self-help form can answer key questions about the enterprise, such as the availability of services during the crisis.
Other ways technology can come to the rescue of businesses during a crisis are:
1. Communication
Thanks to digital technology, it is now possible for businesses to communicate rapidly and effectively with employees as well as customers. Video conferencing apps can be used to hold virtual meetings. Social media channels can be used to disseminate important information to customers in real-time. Apps such as Trello and Slack make collaboration with remote teams possible, which means businesses can continue functioning through a crisis.
The shift to digital is even more critical during a crisis. An enterprise's website should act as the central hub for communication — both to inform customers as well as employees.
2. Planning
Crises result in a supply-demand gap. Data can be used to predict future demand, which is helpful for resource and inventory planning. For example, a global pandemic might severely affect people's priorities. With less dispensable income, people might be more inclined to spend on necessities. An e-commerce company can use this information to pivot — in the case of the current pandemic — toward sourcing more health-related items, such as hand sanitizers, demand for which is likely to increase.
Similarly, it can be used to mitigate losses. Fashion retailers, for instance, can use flash sales to move old stock when people's morale is at a low. Through the use of historical data, companies can scale down production of certain items. Predictive analytics is also useful for getting an idea of when a crisis will end. Such information is useful for managing liquidity and informing HR policies, among other things.
3. Alternative Revenue Models
Small businesses are particularly the hardest hit during any crisis and are more vulnerable to its economic impact. Many businesses must quickly adapt to stay relevant and consider new monetization models.
For instance, travel portals might offer virtual tours of destinations for a monthly subscription. Similarly, agencies that specialize in live performance events can shift online and offer exclusive paid content to stay engaged with both fans and artists.
At the end of the day, it is about adapting to a crisis, and maybe use the crisis as an opportunity for creative problem-solving. The world has come a long way since the days of the Spanish flu. Today, it is possible to leverage technology in previously unimaginable ways. Be it real-time dissemination of information or new-age monetization models, technology can aid businesses willing to think out of the box.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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3624e3639d2f32516f60f80f439d7302 | https://www.forbes.com/sites/forbesagencycouncil/2020/05/29/how-brands-and-their-retailers-can-channel-authenticity-amid-concern/ | How Brands And Their Retailers Can Channel Authenticity Amid Concern | How Brands And Their Retailers Can Channel Authenticity Amid Concern
Photo: Getty
What a surreal time we’re living in right now. At this point, who hasn’t been impacted by the spread of COVID-19? The ramifications of the virus have upended many industries and have left many uncertain about whether their jobs or their businesses are safe.
The world’s a different place right now, and if your brand relies on its retail network to sell your product, you need to be thinking about how to convey the right message at the brand and retail levels to generate traffic toward your product while being mindful of today’s state of affairs.
Fortunately, individuals who have taken preventative measures like social distancing have turned to social media for news about the virus and updates from the brands they follow.
As we continue to traverse this new digital-first ecosystem, now is the perfect time to establish and maintain a social presence that promotes your business’s core values and helps you create genuine connections with the audience that cares about your brand.
Read The Room
Those marketing campaigns you’ve spent months on? Keep them shelved — for now.
Companies big and small have made abrupt changes to their marketing and advertising strategies in the months since COVID-19 began sweeping the country. Many states have recently rolled out plans to reopen, but this does not mean you should revert to business as usual. More importantly, you may need to find out how to keep your retailers from doing this, as they are likely focused on keeping the lights on. They probably need to refine their messages too.
Assure your customers and followers that you’re sympathetic to their situation and are here to support them. Ensure that insensitive campaigns are pulled from the rotation of your company’s content flow, and tailor current campaigns to reflect the gravity of today’s crisis. Sixty-eight percent of Americans are concerned about state governments lifting COVID-19 restrictions too quickly, so be mindful of what message you may be sending to your audience.
Let your customers lead your decision making. Email open rates increased by 17% in mid-March, plus overall web traffic and conversion rates for some online retailers also spiked. Consider kicking off promotions ahead of schedule and encourage your consumers to take advantage of deals they wouldn’t normally receive while in the comfort of their homes.
Stay Attuned To Your Industry
With more news being consumed on social channels, it’s imperative to keep your finger on the pulse of your industry at all times. Be sure to deliver timely updates to your retail network whenever you notice changes, both positive and negative, within your industry. In doing so, you are playing an active role in educating and guiding your retailers — who may need the most assistance and direction — throughout all phases of the pandemic.
Additionally, advise your retailers to take the time to funnel news to their followings to ensure that information flows from your business to the audiences interested in hearing from you. As you and your retailers make the effort to update your community, you’ll likely see a return on investment in the form of customer loyalty, brand awareness and customer engagement.
Get Your Retailers On The Ball
As officials begin rolling out plans to reopen their respective states, your followers will want to know what’s going on with your brand and your retailers. So make sure you let them know just that.
Reach out to your retailers and inform them about updating any pertinent information about your company. Additionally, determine whether there are any online processes that slow down the buyer’s journey to purchase your product or service. Even small updates to local listings and contact information can make a difference in getting your next customer to the checkout screen.
Make sure your online processes are free of bugs and that you update your digital channels to best meet the demands of your audience.
Problem Solve For Today’s Climate
Many businesses and people are going to continue to struggle before things get back to normal. Now is the time to focus on developing smart business strategies.
Approaching your business’s marketing strategy from a place of helpfulness and mindfulness but also promotion will likely be seen as more authentic and genuine to your following. Focus on ways to address your audience’s questions and engage in a constructive dialogue to build trust between company and consumer. This is the perfect time to allow your core values and beliefs to shine, rather than attempting to nab a quick buck.
It’s hard to believe that anyone is not worried about the current state of affairs. Even as the country begins to open up, we all must approach the next months with cautious optimism and compassion for the many individuals who help our businesses succeed.
For the sake of your business and its employees, take time to communicate to your social community in a genuine and engaging way, and let your consumers and fans lead your marketing through this time.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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81bace4aab1cc4e14dd5eda16d17d62c | https://www.forbes.com/sites/forbesagencycouncil/2020/05/29/what-businesses-can-learn-about-algorithms-from-the-financial-industry/ | What Businesses Can Learn About Algorithms From The Financial Industry | What Businesses Can Learn About Algorithms From The Financial Industry
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Today, there is a lot of debate about the use of algorithms within business settings. Some feel that their use makes it easier for businesses to systematically shed employees; others feel that businesses put a lot of trust into what they consider to be a black box, unknowable and unaccountable.
Yet all of this discussion seems to ignore the fact that one of the first industries to begin strategically using algorithms, the financial industry, is also one that is notoriously risk-averse when it comes to adopting new technologies. In fact, many financial institutions use algorithms to make high-risk decisions involving large sums of money — perhaps the highest vote of confidence that any business can give.
As the CEO of a company that uses deep learning to create customized marketing algorithms for players in all industries, including finance, I have seen firsthand the impact that an algorithm can have when helping businesses reach their goals and expand their growth. It is no exaggeration to say that algorithms have been a game-changer for the financial industry. They’ve not only made it easier for big institutions to make money, but they’ve also made it possible for individual players to make a name for themselves. Their successes are a testament to the power of machine learning, and they are an example for other industries looking to reinvigorate themselves.
How Algorithms Have Transformed the Financial Industry
The first quantitative hedge funds appeared on the scene in the 1980s, and their influence has only grown since then. One of the most common ways for banks to use algorithms involves setting the parameters for a trade to occur. Traders can create an algorithm that directs the system to purchase a stock when it reaches a certain price or sell if it falls by a certain percentage. While these algorithms are not always powered by machine learning, they are relatively common within the trading world, and they can even be used by those looking to invest in stocks on their own.
More sophisticated versions of these algorithms can incorporate machine learning to take into account any factors that might affect a stock’s price, from world events to changing trends. For instance, last year, JP Morgan launched what it calls its “Deep Neural Network for Algo Execution.” It’s a neural network that combines its existing foreign exchange algorithms into one highly optimized bundle.
While financial institutions use machine learning for its data analysis capabilities to identify potential opportunities in the market, they still often leave it up to humans to choose which opportunities to ultimately pursue. But as the Economist points out, there is also another way that machine learning can be used: to design new investment strategies from scratch, without having to take into account human preferences or prejudices. It used to be that humans would use algorithms to test an existing hypothesis; now, as one investor says, “We start with the data and look for a hypothesis.”
In the financial markets as they exist today, a significant percentage of assets are either being traded by computers without any human input or managed by them. As reported by the Economist, Deutsche Bank estimates that 80% of cash-equity trades and 90% of equity-futures trades are carried out by algorithms. This is astonishing if you think about the sheer volume of trades that are carried out each day. In other words, you would be hard-pressed to find a financial institution that does not use algorithms in some way that could directly impact how much money the business makes on behalf of itself and its clients.
Taking Cues From Finance
As hedge funds have made clear, algorithms are capable of making some types of decisions better and faster than humans — aided by their unparalleled ability to process and analyze data quickly. Algorithms can be applied across a business to assist with any processes that need streamlining or any problems that need effective predictive outcomes.
I understand that decision makers in many organizations feel that deep learning is too hard to implement, especially without the benefit of a data scientist on hand. But the reality is that many industries are already adopting it. Ignoring this fact could result in you being left behind.
There are many options for companies to outsource their algorithm development and tools that enable data scientists who are inexperienced in deep learning to get the experience they need through experimentation. Many businesses have problems that are common enough that software vendors are already building off-the-shelf tools that will build and run the algorithms for you on a software-as-a-service basis. Take the time to research the predictive analytics tools being offered to your industry and investigate what options you have for plug-and-play solutions.
Algorithms have completely revolutionized the financial industry, and they are now doing the same for other industries. Far from being a thing to be feared, algorithms should be embraced by companies looking to make better decisions faster and stay ahead of the competition.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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07e0127845885b779d1c5765ee3f4443 | https://www.forbes.com/sites/forbesagencycouncil/2020/06/02/14-tips-for-showing-off-awards-and-accolades-without-bragging/ | 14 Tips For Showing Off Awards And Accolades (Without Bragging) | 14 Tips For Showing Off Awards And Accolades (Without Bragging)
While agencies and professionals don't do what they do for the awards, it's always nice to be recognized. In a lot of cases, however, an award is industry-specific. When you mention it in a group of industry professionals, the awe is easy to see. However, a company needs to be careful in boasting about an award to the average non-specialist.
How does a company show off its awards and merits without coming off as smug or self-important? These 14 members of Forbes Agency Council look at the best ways a company can publicize their high-profile awards in such a way so they don't seem to be bragging for the sake of belittling the competition.
Members offer advice for showcasing your awards and accolades without bragging. Photos courtesy of the individual members.
1. Lead With 'Planet-First' Context
Because we work with climate-tech startups that are improving the world, we know the best strategy is to lead with the most inclusive impact of this win. In other words, play the story forward. The rest of the conversation -- the funding close, the first customer deployment, the metrics, achievements and new discoveries -- will translate not as self-serving, but world-serving. - Caroline Venza, Mission Control Communications
2. Express Gratitude
Acknowledge that you are humbled to be announcing this and be intentional about your phrasing. Giving thanks to everyone who helped get you there is incredibly important, and so is acknowledging the person/people who gave the award, or highlighting the investor more than yourself. A little gratitude goes a long way. - Corbett Drummey, Popular Pays
3. Be Humble About It
The accomplishments should be told and talked about. You just need to be humble about it rather than being proud. A great tip would be to hire a good PR agency and follow their guidelines. - Vishal Jain, Sunshy Group Of Companies
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Determine The Value
Determine the value of the potential news to your core audience before moving forward. The addition of a big-name investor, for example, is clearly newsworthy, demonstrating company growth and stability. On the other hand, an awards announcement may be nice to know, but not necessarily needle-moving information. In that event, a simple social media post or blog may be a better medium to communicate. - Valerie Chan, Plat4orm PR
5. Take The Focus Off Yourself
Yes, publicizing an incredible accomplishment is all about bringing attention to yourself. You want people to recognize your achievement and celebrate your success, but you have to forget about yourself if you want to get the message out in the right way. As with any marketing, you need to focus on the customers and make it clear why your message matters to them. - Dmitrii Kustov, Regex SEO
6. Share Actionable Takeaways
We all face similar enough challenges and can learn a lot from the success and failures of others in our space. If you can publicize this kind of win in a way that ultimately allows others to benefit -- gives others an actionable takeaway -- we all win. - Lori Paikin, NaviStone®
7. Have Your Team Share It
One approach would be to lead with your team sharing the accolade more than it coming from the brand itself. Team social channels and the excitement that could be shared from them regarding that new big thing can feel more honest than a press release and can get you more traction. Make sure the team knows the organization is 100% behind them sharing and resharing as appropriate. - Paul E. Benninghove, Pavone Marketing Group
8. Have A Higher Purpose
Communicating a philanthropic purpose for the investor announcement ensures that the publicity is a stepping stone for providing additional support for the companý's selected charity partners. Publicizing an award win or honor can also be used as a way of promoting any giving-back initiatives to a captive audience, through the news release. - Adrian Falk, Believe Advertising & PR
9. Tie It o A Larger Industry Trend
We recommend our clients connect any big achievement with a broader industry trend, when possible. As well, depending on the honor, there are different ways you can share the news to make sure it is reaching the right audiences. For example, if a company wins an award, you might want to only promote on social media and in a blog post instead of through a press release. - Catherine Seeds, Ketner Group Communications
10. Lead By Example
One of the ways I showcase my achievements is by teaching others how I came to win the award -- the tips, tricks, how-tos and untold secrets. A great leader creates more leaders and helps others become their best selves. Don't brag about your accomplishments -- use them as an example to inspire others. - Alex Quin, UADV
11. Focus On Outcomes
Turn your bragging into a value proposition by putting yourself in the customer’s shoes and asking how the award or designation benefits them. Think about what distinguishes your services or products from organizations who haven’t received this honor, and look for ways to highlight those qualities in your announcement. - Hannah Trivette, NUVEW Web Solutions
12. Lead With Recognizing Others
Whenever an individual or company receives an award or accolade, it is always great to let followers, customers and others know about it, but it’s important to lead with recognizing everyone’s efforts -- from the team members to the customers to the followers. Acknowledge the fact that the accolade is the sum of the cumulative efforts of many. - Tony Pec, Y Not You Media
13. Add It To Your LinkedIn Summary
Your LinkedIn summary section is gold for search engine optimization. This is a great place to include awards and other accomplishments you have earned over the course of your career. Google and other search engines will definitely pick up on these awards as search terms because LinkedIn has a lot of credibility as a website. - Nancy Marshall, Marshall Communications
14. Plug The Value Into Your Marketing Plan
One of the most important things you want to make sure of is that you are able to have access to the best ways to plug the award into your marketing plans and use this information to appear as an authority. This is one of the best ways to ensure that you are always positioned for success. - Jon James, Ignited Results
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30b82515e4d7282b1ae1354b4226644f | https://www.forbes.com/sites/forbesagencycouncil/2020/06/09/why-the-future-of-mental-health-care-may-lie-in-psychedelics/?sh=4bfe3185bac6 | Why The Future Of Mental Health Care May Lie In Psychedelics | Why The Future Of Mental Health Care May Lie In Psychedelics
Founder and CEO of MATTIO Communications.
Despite the fact that most non-COVID medical research and funding has come to a halt during the pandemic, there is one emerging field that is still forging ahead. The legal use of psychedelics to treat severe cases of psychological disorders, including depression, addiction and PTSD, has exploded in popularity among researchers and investors in the past two years and has garnered even more interest in recent months.
In just a handful of years, the perception of psychedelics’ brand image among mainstream audiences has rapidly shifted from a dubious party drug to an approachable form of medicine.
Cannabis executives across the industry, including myself, have been monitoring these advancements in hopes that Schedule I substances like cannabis and psychedelics can one day be accepted by mainstream communities as essential forms of medicine.
Psychedelics secures the support of the FDA and medical community.
Unlike medical cannabis, which is still navigating a litany of federal research restrictions, psychedelic substances, including ketamine, psilocybin and ibogaine, have been granted FDA approval for clinical trials. In fact, in 2018 and 2019, the FDA designated psilocybin, the psychoactive compound found in mushrooms, as a “Breakthrough Therapy” to treat clinical depression. This coveted classification allows the developers of the drug to conduct clinical trials with more regulatory support and fast-tracks the development and review of final treatments.
Last year, the FDA also approved a ketamine nasal spray to treat depression. The medication has been embraced by psychiatrists across the U.S. and is a breakthrough in its own right, since patients with severe cases of depression can now reimburse part of their legal ketamine treatment through insurance plans, a policy that is unheard of with medical cannabis.
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The rising popularity and approval of ketamine therapy in the medical community has also resulted in a proliferation of ketamine clinics in the past few years. Private companies have started opening their doors in major cities in an effort to destigmatize psychedelic medicine and make treatments more accessible. In response to social distancing guidelines, some companies have recently pivoted to telemedicine services. For example, at Mindbloom, a Manhattan-based private clinic, qualifying patients are mailed sublingual ketamine tablets and monitored by a trained clinician over video conference. Considering how some states do not even permit medical cannabis delivery, these advancements in psychedelic medicine reflect how regulators and society may be more open to modern approaches in mental health care than we previously thought.
Investor intrigue fuels industry funding.
Although most industries, including cannabis, are experiencing a considerable decline in investment during this period of economic uncertainty, psychedelics have been relatively impervious to recent investing trends. In March, two psychedelics companies, Champignon Brands and Mind Medicine Inc., went public on Canadian stock exchanges. MindMed, which aims to treat addiction and ADHD through ibogaine and LSD, notably raised $24 million ahead of its IPO this year. Bruce Linton, the former CEO of Canopy Growth, was an early investor, which reinforces the importance of legal cannabis and psychedelics growing in tandem.
At the beginning of May, PayPal co-founder Peter Thiel led a $24 million funding round for ATAI Life Sciences, one of MindMed’s main competitors aiming to make psilocybin more scalable and accessible in clinical settings. Similarly, Compass Pathways, a company that was granted the “breakthrough therapy” designation by the FDA for its psilocybin depression drug, raised $80 million in its Series B in April. Another vote of confidence for the industry came from Canaccord Genuity, an investment bank known for funding promising emerging markets, when the company hosted its inaugural virtual Psychedelic Conference Series at the end of April.
Investors may favor psychedelics over cannabis due to the relative regulatory support the industry has received and higher barrier to entry. Risk-averse investors who watched cannabis companies battle with regulators and struggle to recover their stock prices likely view psychedelics as a more controlled and unsaturated environment. Investors are also considering the long-term returns of the industry, as experts estimate that the market for anxiety and depression treatment will reach $18.9 billion in the U.S. by 2026. For conservative investors, the psychedelics industry is a lucrative branch of pharmaceutical science that may be perceived as more credible due to consistent backing from the FDA and medical community.
Rising mental health cases will keep psychedelics research in high demand.
The National Institutes of Health estimates that over 16.2 million Americans struggle with depression. Considering the marginal amount of money allocated to mental health care in the national stimulus package, the existing mental health system will be inundated with the number of cases that will certainly increase in the next few months. This, coupled with the fact that nearly 30% of depression cases are treatment-resistant, means the demand for more effective therapies will also escalate in a post-COVID world.
As the world grapples with the aftershocks of the pandemic, patients and healthcare providers will likely seek out alternative and modern mental health services to treat severe psychological disorders. The cannabis industry remains hopeful that their peers in the legal psychedelics space will pave the way for formerly illicit substances to be embraced as innovative medical treatments by regulatory and scientific communities. Individuals struggling with their mental health ultimately deserve to explore every avenue to recovery without social stigmas getting in the way.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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8acb49d83c7551de8889424a1937c452 | https://www.forbes.com/sites/forbesagencycouncil/2020/06/10/pr-is-priceless-during-a-pandemic/ | PR Is Priceless During A Pandemic | PR Is Priceless During A Pandemic
Amy Power believes everyone has a powerful story. She is the Founder and President of The Power Group, based in Dallas, TX.
Do you remember Mastercard’s “Priceless” ad campaign? It was so successful that you likely remember the message: “There are some things money can’t buy. For everything else there’s Mastercard.”
The company launched the campaign in 1997, when cheering for our baseball teams, sipping margaritas on restaurant patios and heading off on vacations were just normal, everyday expectations and experiences. The word “pandemic” was mainly on the tongues of scientists, not the everyday person, and it certainly was not on the radar for marketers.
Here we are in 2020, smack dab in the middle of a global pandemic, and I would argue that PR is priceless. Yes, priceless. Your PR firm, corporate PR department or independent PR practitioner is one of the most valuable assets in your organization. If you haven’t given them much thought, now is the time to start.
Here’s how you can leverage PR resources in ways you may not have considered prior to COVID-19.
Ask Your PR Team To Reexamine Charitable Dollars
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Galas may be gone for a while, but that doesn’t mean your company has to stop supporting its favorite cause. Ask your PR team to reexamine where your charitable dollars are going and how you can give back in unique ways with your products or your people. For example, Glossier launched a new hand cream and donated it to frontline workers before it even rolled it out to the public. What consumer wouldn’t want to engage with that brand after such a heartfelt effort? And many auto insurance companies like State Farm, Liberty Mutual, Nationwide and others earned credibility, goodwill and loyalty by refunding a percentage of insurance premiums or offering policy credits to their customers.
Let Them Lead You
This is the time to let your PR team lead. As different cities and states reopen, it is crucially important for companies to be extremely thoughtful and clear in their communication with employees and customers. The public is reasonable, but they expect your company or organization to be clear, fair and truthful. As a result, I believe PR and crisis management practitioners are going to be one of the most sought-after resources mid- and post-pandemic.
Put PR People In The Foxhole
In my experience, PR people are inherently scrappy, always able to improvise and can do more with less. At my company, being more to our clients has always been our strategy for winning together. You can win together in your organization by embedding PR into other areas of your company. Just as journalists embed themselves in military units in times of conflict, now is the time to have your PR team join forces with other areas of your company or organization. It may sound like a strange idea, but your PR team should be working closely with IT, legal and other teams that they might not normally engage with on a daily basis. Invite your PR and operations executives to work together to document the customer journey as it is today. Remember, the needs of today are vastly different than they were a year ago, last month or even yesterday. This exercise can drive innovation and creativity and possibly prevent you from making any communication missteps along the way.
There are so many good ideas, resources and people inside any organization, and your PR team or practitioner is the ideal partner to help you vet the right ones who will retain the trust of your guests and customers. And what price can you put on that?
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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61c42cd2911bc7afea5e76d3f4841505 | https://www.forbes.com/sites/forbesagencycouncil/2020/06/11/marketing-in-times-of-uncertainty/ | Marketing In Times Of Uncertainty | Marketing In Times Of Uncertainty
David is a best-selling author, speaker and trainer. He is also CEO of IPD, a world-class marketing agency based in Tampa, Florida.
With the ongoing pandemic, nearly every major industry is scrambling to come up with the solution to a problem that none of us saw coming.
How can we make sales at this time? How can we effectively market to consumers who are stuck inside their homes and who may not be in a position to buy anything right now?
As the owner of a multimedia marketing company, this is a topic that hits home. This is something that few companies have ever truly had to deal with. It appears as if marketing in the current state of affairs is like throwing a dart aimlessly and hoping that it manages to stick into the board. It’s affecting both tenured marketing veterans as well as startups alike, and no one seems to have a set answer: How do we market in times of uncertainty?
I believe the first step is in finding the silver lining. Think about it: More people are at home now more than ever. Many are stuck home due to their state regulations, while others are working from home. Social media usage is through the roof, as people simply don’t have anything better to do. They’re sitting at home bored, scrolling through Facebook and Twitter, waiting to be able to do anything else.
More people are available to you right now than ever before. Now is not the time to shrink back; now is the time to move forward. Here are a few ways to do just that during the current climate:
1. Focus on social media.
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Social media is where consumers are at right now. It is estimated that Facebook usage has raised by over 20%, and it appears that this will only increase. As such, your marketing focus should be on social media. Paid Facebook ads targeting a specific area and demographic, regular posts on your personal profile as well as whatever pages you may use for business — all of these things can benefit you even right now. Let people know that you’re still open for business. Tell them what products and/or services you may be able to provide during this time.
2. Don’t hide.
Some feel uncomfortable with marketing at this time, but the reality is this: the current pandemic won’t last forever, and people still have needs that must be met. If you can truly meet these needs, then you must be confident in your approach. It isn’t dishonest if you truly can help them to get through these difficult times. Don’t hide or feel unsure. Be confident! They have a problem, and if you can provide a solution, then everyone wins.
3. Be tasteful.
While you shouldn’t hide and should be comfortable with marketing during this time, you still must choose your words wisely. Be tasteful in your message and approach, and people will be more receptive to hearing what you have to say. This isn’t a time for hard closes and strong-armed sales tactics. You need to speak less about yourself and more about your customers. Be tasteful, think about the message you are trying to convey, and take the time to actually listen to the questions, concerns and feedback of your audience.
4. Play the long game.
Marketing in times of uncertainty means playing the long game. You might not turn prospects into buyers today, but if you stay in front of them, they might become buyers tomorrow.
In 2008, the economy was in shambles and few industries were hit as hard as the automotive industry. During this time, my company shrank to a mere percentage of what it was. My team and I made the decision to try to ride out the waves and focus not on the present but on future possible partnerships. It was these future partnerships that allowed us to come out stronger in the end. Our prospecting allowed us to move further down the line and survive during what was a very scary time for business owners.
For those who market business to business, the industries that are shut down currently are still industries that are needed in society. They are going to need assistance when they open back up for business. If you stay in front of them, you could be the ones that they reach out to when they are ready for business again.
5. Focus on how you can help.
The best way to market really hasn’t changed. Marketers should focus less on themselves and more on their customers. How can you help your customer right now? What about your product or service can directly benefit them at this very moment? Instead of focusing on the features of your products, focus on the benefits. How will partnering with your company assist your customer right now, at this very moment?
These are some of the ways that I have personally managed to make this pandemic a time of growing rather than a time of shrinking. It won’t be easy, but it can and will be done if you stay positive, stay calm and utilize these five basic tips in your marketing approach.
Times of uncertainty always eventually pass, and tomorrow is a new day!
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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1a82a62aa1f463ae4327d821fc85d737 | https://www.forbes.com/sites/forbesagencycouncil/2020/06/11/post-pandemic-why-companies-should-shift-real-estate-budget-to-digital-and-the-employee-experience/ | Post-Pandemic: Why Companies Should Shift Real Estate Budget To Digital And The Employee Experience | Post-Pandemic: Why Companies Should Shift Real Estate Budget To Digital And The Employee Experience
Photo: Getty
For most businesses, the largest expense on their P&L is people. The second largest is real estate. But in the post-COVID reality, I believe a business’s need for office space will change. They may not want additional square footage as their team grows. Certainly, the density of their office space will change, or perhaps they may not even need the space they already have.
So, what should your company do with its budget formally allocated for leases and physical office space? Move these funds to digital — specifically, to enhance and support a world-class, physically distant employee experience.
The employee experience encompasses everything employees think, feel and do as they collaborate and journey through your company — from onboarding to their day-to-day job function to how they interact with managers, colleagues and Human Resources. Right now, nearly every knowledge worker is operating remotely due to COVID-19. When the pandemic is behind us, we will return to the office, but not all at once, and work will be forever changed.
Even before the novel coronavirus, 54% of employees surveyed in a Gallup workplace poll said they would leave their job for one that offers more flexibility. Gallup also found that “three in five U.S. workers who have been doing their jobs from home during the coronavirus pandemic would prefer to continue to work remotely as much as possible.”
The pandemic proves how effective remote working can be. I will take my own experience as an example. Before March 2020, if I wasn’t on the road, I was at our headquarters in Chicago 99% of the time. Now I am exclusively working from home. I cannot wait to get back to the office, but there is no way I am going from 0% to 99% overnight, or maybe ever again. I suspect I will spend more like 60% of my time in the office once it is safe to go back.
Your employees will expect similar flexibility, depending on their job function. Not to mention that medical experts predict future flare-ups even after this surge is under control. As a society, we have been conditioned to respond to these health threats differently now. If I learn one of my employees has been exposed to the coronavirus, or maybe even the flu, I am going to lock down the office immediately to protect our team, partners and clients. Schools will certainly practice an abundance of caution, causing child care challenges that will deem work-from-home essential for many parents.
So, to do business effectively now and in the future, and to keep up with employee expectations, you need to invest in digital tools and processes. I am not talking haphazard solutions thrown together in a hurry by teams forced to go virtual overnight. I am talking about thoughtful, sustainable approaches.
Defining The Post-COVID Employee Experience
Millennials, many of whom are digital natives, will comprise 75% of the workforce by 2025. This population expects access to the same types of tools they are accustomed to in their personal lives at the workplace. In this way, COVID-19 is a forcing function, accelerating changes companies already knew they should be making. Businesses that have started investing in digital solutions will do so faster. Those that haven’t will have no choice but to get going.
Designing an effective employee experience, particularly for large organizations, includes implementing communication and collaboration tools that mirror the way you operate “in real life.” Information needs to move as quickly inside your organization as it does in the outside world, and employees need to be able to do everything they do at work from their homes.
Many global organizations have elements in place to support effective employee communication, whether that is Slack, Microsoft Teams, Zoom, SharePoint, Salesforce or all of the above. But employee experience goes beyond tools. Companies need to weave digital tools together to create an all-inclusive experience — one in which employees aren’t wasting time figuring out when to use which platform, or struggling to locate a nugget of knowledge that could be across a number of communication channels.
Once you have mastered the basics, you can reallocate real estate budget to solutions that will transform your organization’s employee experience into a competitive advantage. For example, you could tap AI/ML technology to create a self-improving, self-service tool for answering employees’ common HR questions, saving your company time and headcount. Or you could use technology to automate workflows and processes, freeing up team members’ headspace for more meaningful tasks.
The Intrinsic Link Between The Employee And Customer Experience
Most industry leaders know they need tools and processes for surprising and delighting their customers at every touchpoint. But they don’t realize the employee experience is intrinsically linked to CX. Employees are the ultimate brand ambassador, interacting with your customers daily. Zappos is the poster child for cultivating this CX/EX synergy. They empower their employees to surprise and delight customers, and they invest in keeping them happy and productive.
A customer could have a seamless experience on your e-commerce platform, but if the order arrives late, without a heads up to the customer, your brand image is tarnished. What caused the delay or at least the communication oversight? Insufficient employee tools, processes and behaviors.
Designing and protecting an effective employee experience is challenging, complicated and ongoing work. But it has never been more pressing. These solutions are as critical to your organization’s success as accounting and ERP software. And in the post-COVID world, they are probably more meaningful than physical real estate.
By using office space budget to make these investments, you will not only ensure your business can work effectively in spite of COVID-19 or similarly unforeseen interruptions; you will ensure employees are effective all the time, no matter what. Your new normal will be nearly disruption-proof.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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262e0d824c956d7bdbbaf077056460bb | https://www.forbes.com/sites/forbesagencycouncil/2020/06/12/five-b2b-lead-generation-tactics-to-bounce-back-strong-in-2021/ | Five B2B Lead Generation Tactics To Bounce Back Strong In 2021 | Five B2B Lead Generation Tactics To Bounce Back Strong In 2021
Dustin DeTorres is the Founder & CEO of DeTorres Group, the world's leading B2B lead generation firm.
According to the Content Marketing Institute, improving the quality and conversion of audiences is the top priority for B2B businesses in 2020. There are lots of steps to achieving this goal, and I consider effective lead generation to be one of the most important.
This is especially true given the current economic climate. You don’t want to waste precious marketing budget nurturing leads that aren’t going to convert, no matter the scenario. Instead, you want to invest in attracting more high-quality leads who can make next year better for their business with the help of your products or services.
Here are five B2B lead generation tactics that can help you attract the right leads to drive sales for your B2B business in 2020 and 2021:
1. Educate your audience.
Especially now, people are looking to broaden their knowledge and skills. Quarantine has given people the time to invest in personal growth by learning new skills and broadening their knowledge base. This is also a key strategy to stay relevant and perform well in the business world. So why not cater to this need with your marketing content?
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Create online courses or webinars to educate your audience and capture new B2B leads in the process. Focus on topics related to your niche that your target audience would be interested in learning.
Lots of B2B businesses already employ this strategy with a lot of success. One example is Consulting.com, a business that is built around offering freemium course content to teach people how to succeed at consulting.
2. Create an online hub.
There are few SEO strategies that deliver results in the short run. Creating an online content hub is one exception I’ve had success with for both local and enterprise-level businesses.
A content hub is essentially a collection of site content about a single broad topic. It includes a hub page (pillar content about a broad topic) and subpages (long-form content about specific aspects of the broad topic). The hub page and subpages are then linked to and from each other.
Online content hubs are good for SEO because the internal links help Google understand what your content is about semantically. Having a healthy number of internal links is also an important rank factor. Lastly, making connections between related content helps guide visitors through your site, encouraging more engagement and nurturing them as leads in the process. This engagement, in turn, sends positive signals to Google that your content is valuable and high quality.
3. Utilize intent data to identify new leads.
Intent data includes a combination of online behavioral signals that tell if a person or company is in the market for a product or service. Any B2B business that isn’t already using intent data should start, and those that do use it should expand its applications.
One way to do this is by purchasing intent data from third-party sources to help you identify and target new leads. There are also numerous software tools businesses can utilize to automatically target ads to in-market audiences based on the latest intent data insights. Features like Facebook Lookalike Audiences and Google Similar Audiences also rely on intent data to help businesses identify new leads.
Intent data is incredibly valuable because it helps B2B companies expand their potential leads beyond their site visitors and social media interactions. It’s also an essential strategy because it helps you target people and companies that have already expressed interest in what your business has to offer before making a purchase decision.
4. Invest in interactive content.
According to Marketing Charts, personalization is the top marketing and sales strategy for B2B businesses in 2020, with 47% of businesses prioritizing it over all other strategies. Personalized marketing content has been a key strategy for several years now, but why not take engagement to the next level by making your content interactive?
Creating interactive content is a valuable way to stand out in a crowded B2B market. And as more people use mobile to browse the web, they want to experience engaging content beyond what a simple blog post provides.
Some examples of interactive content include quizzes, polls, calculators, interactive ebooks, brackets, infographics and more. Interactive content isn’t expensive to make and can help you collect information about leads to personalize future content and move them down the sales funnel.
5. Use lead ads on social.
LinkedIn Ads and Facebook Ads are often underutilized for lead generation. They’re now more valuable than ever, as people are spending more time on social media than ever before.
Social media platforms offer lots of ad types and targeting options to help B2B businesses generate leads. Facebook’s Lead Generation Ads and LinkedIn Conversation Ads are good examples of this. Conversation Ads just came out recently, allowing businesses to target leads with personalized messages in their LinkedIn inboxes for the first time. Experimenting with different kinds of ads and audience targeting can help you bring in lots of high-value leads that are likely to convert.
These are some of the strategies I think are most valuable for B2B businesses to generate leads in 2020 that they can nurture and convert this year and next. Even though a lot of businesses are putting new investments on hold, now is still a great opportunity to capture and nurture leads for the future. Instead of focusing on short-term economic issues, smart business leaders should put a plan in action to generate more leads now, so they can continue to prosper in the future.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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5e9167d99ba66722c7311b1d376ff512 | https://www.forbes.com/sites/forbesagencycouncil/2020/06/15/how-to-create-native-tiktok-ads-that-can-convert/ | How To Create Native TikTok Ads That Can Convert | How To Create Native TikTok Ads That Can Convert
Co-founder & CEO of The Influencer Marketing Factory, a data-driven agency that creates campaigns on TikTok, Instagram, YouTube and Twitch.
More than a year ago, we jumped on TikTok and started offering to create and manage TikTok influencer marketing campaigns for our clients. At the time, I knew it was the right social media channel for brands to be on. TikTok has since reached 2 billion downloads, and a lot of brands are interested in learning more and investing money in the platform — even in a period like this when many brands have had to cut their ad spending. We work on TikTok with several clients in different industries: Music, toys, fashion, beauty and more. Many other sectors such as food and beverage, esports and even health brands are seeing success on TikTok.
In case you still don’t know about the platform, let me give you a quick overview: Tiktok started in China as Douyin in 2016 and was created by ByteDance, the same company that in 2017 acquired the lip-syncing app Musical.ly. TikTok was launched in the U.S. in 2017. It was the most downloaded social app in the first quarter of 2020; it is now available in 155 countries and has an estimated 800 million active monthly users.
Hashtags, challenges and trendy songs can be used to great effect on TikTok. A big part of many brands’ success on the platform is thanks to native TikTok videos developed by creators who understand how to properly use the platform and communicate with the TikTok community.
TikTok now allows brands to create ads and show them to targeted users. Such ads are a crucial tool to get great results in terms of ROI and positive feedback from users by creating authentic content designed only for TikTok.
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In fact, if a company tries to reuse the same promotional content they use on other platforms on TikTok, it likely won’t work because, in my experience, TikTok users expect to see funny and entertaining videos rather than hard-selling promotional videos.
Here are my top tips for how to create effective TikTok ads:
Forget What You’ve Learned From Other Platforms
TikTok is not Facebook, Instagram or YouTube. It’s unique, and its users are accustomed to seeing funny, original and inspiring content that doesn’t take long to watch. This is why the promotional content you often see on Facebook and Instagram and the long-form videos you can watch on YouTube aren’t likely to work. Time is of the essence, so aim to create content that catches a user’s attention in the first second.
Staged videos don’t usually do well on TikTok either, and that’s because users — most of whom are younger than 30 — seem to prefer relatable content that talks about daily situations that everyone can understand and relate to.
From what I’ve seen, a video of a model holding a beverage might not be successful on TikTok. Neither will videos of pretentious people showing off their amazing lives. Users want to see real content that can make them laugh, think and get emotional.
Strive to be authentic on the platform. Create content based on the latest memes, use trendy songs and even host branded hashtag challenges to make your ads engaging and inspire user-generated content.
Spend Time On It
I’ve found that the best way to understand what type of ads to create for your brand is to dedicate time to viewing TikTok videos. Every week, spend a few hours on the app and explore the “For You” page — the page that shows you the most engaging content based on your interests and preferences. This will help you find trendy dances, new challenges and meme references that you can use in your ads to appear more relatable and to increase your ads’ click-through rates.
Trust The Creators
It’s common for brands to want influencers to create content following strict company guidelines. I believe this is a huge mistake, because influencers often have unique insights into what type of content works well on TikTok and what their own audiences want to watch. Trust your influencers’ ability to create videos that can boost your brand awareness and audience engagement and drive traffic to your website or app.
That said, your brand doesn’t have to completely change its voice or values. Try to find a middle ground — this is a win-win situation where your content fits your brand and your audience will enjoy it.
Bottom Line
If you understand how TikTok works, keep up with trending content and trust your brand’s influencers, you can definitely find a place for your brand on this popular platform. Just remember to focus on entertaining your audience rather than trying to sell to them.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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499ecd6ed2a3d9a8be531da57047c991 | https://www.forbes.com/sites/forbesagencycouncil/2020/06/16/how-to-use-google-my-business-to-get-better-rankings-on-google-without-ads/ | How To Use Google My Business To Get Better Rankings On Google (Without Ads) | How To Use Google My Business To Get Better Rankings On Google (Without Ads)
Alex Bider is the CEO and Senior Internet Marketing Consultant at 2Marketing.com.
Using Google My Business successfully is like wielding any other digital power tool. With the right application, you can build a listing that’ll get found by the right people. With the wrong application, you could do some lasting damage to your online presence.
In 2020, the first page of Google search results is one of the environments where successful marketing can be found. Appearing at the top of page one gives automatic authority to a website. Google My Business results typically display at the top of page one, above the organic results.
Properly optimizing your Google My Business listing can be enough to make you appear frequently in local search results, and there are many ways you can monetize the traffic you’ll get as a result.
How To Create A Google My Business Listing
Log in to the Google account you want to use, and go to https://www.google.com/business/. Click on “Manage Now,” and then enter the information as prompted, starting with your business name.
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Note: You only need to enter an address if you have a store, office or other location where you meet customers face to face. If your business provides goods or services to a specific area, you’ll be classified as a service area business. If that’s the case, make sure you tick the corresponding box at the bottom of the form. If you have a service area business, this is also where you’ll specify which areas you serve.
Lastly, choose your business category, and add your contact information. Then select "Finish" to move on to verification.
Many businesses will have to verify via postcard, which can take up to two to four weeks to arrive. But some will get the option to verify by phone or email — be sure to check if you qualify for these speedier options.
How To Audit And Optimize Your Account
Once your business is verified, there are a number of ways to improve your odds of showing up in Google search results. Make sure you’ve filled out all the information fields possible, covering the keywords and topics relevant to your business. It’s also good to mention any special features or benefits that your business brings to the table. Are you bilingual? Mention it in your description!
You’ll also want to add a profile photo and upload a few other pictures that either display your location or give an idea of what you do. Current customers love to be able to see a business making progress, and showing that you’re actively evolving can help to attract new clients.
Double-check that everything is correct, and consider making a post or two to get things started. Google My Business posts can include images, text and call-to-action button links. They’re a great way to feature sales, draw more attention to your content or just get people clicking through to your website.
What You Need For Ongoing Success
Succeeding on Google My Business is a pretty simple formula, but it requires creativity and dedication to execute correctly. Here are some tips:
• Appealing images are a must. Make them at least 720 x 720 pixels and either JPGs or PNGs.
• Quick and open responses to customer reviews (whether positive or negative) will go a long way.
• Checking your GMB insights at least once a week will keep you up to date on how different tactics and trends affect your business.
How To Stand Out From The Crowd
Keeping consistent with both the quantity and quality of your posts will set you apart from other businesses that allow their listings to languish. Pointing links from websites and other social platforms to your GMB listing should also help to improve your ranking.
Most brands don’t put enough effort into their GMB listings, so if you run a special promotion for your audience there, you’ll be more likely to get and maintain a potential buyer’s interest.
Final Thoughts On Optimizing Google My Business
When you manage to rank in the top three GMB listings for a local search term, it increases your exposure and your inherent authority significantly. This won’t just increase your traffic; it will increase your targeted buyer traffic. People who have money to spend and only a few minutes to make a decision will trust you based on your ranking, reviews, easy-to-comprehend descriptions and appealing images. When they click through to your website, the rest is up to you.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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902742dcee3d2eef00e3e2ad2696a210 | https://www.forbes.com/sites/forbesagencycouncil/2020/06/17/five-ways-to-pivot-b2b-marketing-plans-during-the-pandemic/ | Five Ways To Pivot B2B Marketing Plans During The Pandemic | Five Ways To Pivot B2B Marketing Plans During The Pandemic
Jaymie is the CEO of Jaymie Scotto & Associates (JSA), the premier PR, marketing and event planning firm for the telecom/tech industry.
As we navigate through the COVID-19 pandemic, businesses are being forced to examine how, where and when to market themselves. It can be viewed as a reputation tightrope as businesses and brands delicately balance having a sensitive and compassionate tone with finding opportunities to remain operational in an uncertain time.
During the first few weeks of the pandemic, many businesses flooded customers' inboxes with messages about how they were responding to COVID-19. So what do you say, or do, next? Some companies impulsively cut back their marketing efforts during a crisis, but now is not the time to take your foot off the marketing pedal. Instead, take a close look at your current marketing strategies, and adjust them. During this crisis, you can maintain and even gain a competitive advantage by investing more, not less, in your marketing strategy.
Here are five ways to pivot your B2B marketing plans to effectively position your business during the pandemic.
1. Adapt Your Messaging
Look for ways to put your audience first by using messaging with a sensitive, relevant, authentic and compassionate tone, and make it your priority to address their needs, questions and concerns. I took a deep dive into this topic in my last article about the best brand practices during the pandemic. This messaging should illustrate how you are helping customers while showing respect for the gravity of the situation. If you have a service that can help businesses save money during this time, adjust your mindset and message to be customer-centric and not filled with sales-speak.
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Press releases and social media posts don’t need to stop, but pivot your content to match the current tone. Consider the timing of product launches and news by gauging the news media and social conversations to make sure your announcements are relevant and appropriate for the current business environment.
2. Engage Face To Face Virtually
If you were planning to invest money into trade shows or other on-site events that have since been canceled or postponed, consider investing that budget into virtual events. By using virtual meeting programs such as Zoom or Google Meet, you can reformat in-person events into engaging virtual gatherings. Hosting or attending virtual events and webinars is a quick, interactive, efficient and effective option for connecting in real time with your customers and prospects.
3. Redirect Marketing Spending To Expand Your Virtual Exposure
As you reallocate marketing dollars, consider leveraging digital advertising to grow your brand presence and business online. Social media ads can help drive consistent messaging to your current customers, network and prospects. With people currently spending more time at home and online, now is the time to jump into digital ads if you haven't yet. Not only can ads help you build brand awareness, but they also can capture new leads and help you build your email marketing list. To get even more high-quality leads, consider using LinkedIn's lead generation forms with your sponsored content on the platform.
You can also work on improving your business’s SEO. Invest in your SEO so you can improve your organic rankings now and be better positioned when the pandemic is over. With so many people online, this is a critical component of keeping your digital real estate relevant and top of mind.
4. Focus On Current Customers
Lasering in on your current customers has never been as important as it is right now. Be present. Listen to your existing customers. Find out what your customers are doing and saying by monitoring their behavior and sentiment, as it relates to your industry or brand, on social media channels. You may uncover a new problem your business can solve or find an opportunity to communicate something that your loyal customer base desperately needs.
It’s also critical for your business to show empathy and put customers first with every communication. Not sure where to start? Consider these questions:
• How can we help our existing customers?
• Can we offer more products and services?
• Can we offer them discounted rates or additional value?
• What partnerships can we make to improve our products and services?
5. Share More Content — And Make Sure It's Appropriate
As traffic on both news websites and social media platforms surges with more people at home, a strong content marketing plan is crucial.
Businesses can provide value and help during stressful events. Let your brand tell your story by leaning into the human side of your business. For example, share more personal and charitable stories to become more connected with your audience. Also, using employee-generated content is a sincere approach to humanizing your business during the pandemic.
Content should revolve around the value your product or service provides and how customers will benefit when they are ready to purchase. Remember to keep the focus on helping people so it doesn't look like you're bragging or being self-serving.
Here are a few tips for churning out appropriate content during this unfamiliar time.
• Make sure you adjust and reevaluate campaigns and content that were scheduled before the pandemic.
• Ensure that your messaging is empathetic and not tone-deaf.
• Create helpful content to educate, entertain and inspire people.
• Add value by keeping people informed about your business operations, closures or policy updates.
• Communicate your brand’s value during this critical time.
As we maneuver through this crisis, don't pause your marketing plans. A strategic pivot with a global consciousness and tact can be your guide to continuing brand awareness and outreach during this new marketing landscape.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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09e1ef153cdadb0925372f876988e9a7 | https://www.forbes.com/sites/forbesagencycouncil/2020/06/18/the-pandemic-has-made-pr-and-marketing-more-important-than-ever/ | The Pandemic Has Made PR And Marketing More Important Than Ever | The Pandemic Has Made PR And Marketing More Important Than Ever
The PR Maven(R), CEO & Founder, Marshall Communications, creating & implementing marketing/PR/personal branding strategies.
Copyright by Tom Werner
The COVID-19 pandemic is changing the world as we know it. The world of marketing is no different: Our new normal is a challenging one for marketers to navigate.
According to a recent survey from the World Federation of Advertisers, more than 80% of large advertisers are deferring their advertising campaigns. And nearly 60% of survey respondents have already decreased their budgets “somewhat” or “greatly.”
From Airbnb to Coca-Cola and Visa, some of America’s most recognizable brands are showing that even they are not immune to a pandemic. One analyst expects the U.S. ad industry to lose as much as $26 billion this year.
But it’s not the time to give up. Where there is crisis, there is also opportunity. The most innovative, forward-thinking companies can still find ways to promote their brands to consumers.
Especially because sales representatives have less face time with prospective clients and customers right now, the onus is on marketers to fill that void and add value. Take your local car dealerships: Due to showroom closures, the traditional salesperson has been replaced by the online marketer, who can leverage email newsletters and social media outreach to reach consumers. Jack Hollis, who markets Toyota cars in North America, recently said, "If you currently have a dealership that's been selling maybe 10% of its sales through an online system, maybe now it goes to a third."
Let’s remember the power of marketing in the first place. It is marketing that sets the stage for a salesperson to walk out and be the star of the show. If a consumer has heard of the brand before, they are more likely to buy from it. Conversely, salespeople can waste a lot of their time (and money) making cold calls without first establishing brand recognition. That’s an uphill battle. Many consumers don’t want to talk to a person until they know, like and trust the brand.
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The best marketing is like a magnet that attracts the right prospects. It allows you to create a sales funnel, pull prospects along the sales process and educate prospects about the brand. After a while, educated consumers are the ones who are likely to trust the brand enough to spend money with it.
Only then should the salesperson act — after the marketing process has set the stage for their success. Before that, the salesperson may be perceived as a pest, and the sale is more likely to fall through. Think of the difference in your own life when you get an email or phone call from a person or a brand you know, like and trust versus a cold email or call that you cannot wait to delete or ignore.
Public relations is another way to create brand recognition and establish consumer trust. If a prospect reads a favorable news story about a brand, they are more likely to engage with a salesperson. Earned media can provide third-party validation, which can go even further than traditional advertising. After all, PR experts take advantage of the media to deliver messages for them.
I believe that brands have an opportunity right now to create brand recognition for themselves. Consider promoting how you’ve responded to the COVID-19 pandemic and highlighting your appreciation for consumers or broader philanthropic efforts. Indeed, most Americans are interested in learning more about brands’ COVID-19 initiatives.
What does that spell? Opportunity.
Don’t get me wrong: The current crisis is challenging to navigate. But I’ve experienced this opportunity firsthand — from the consumer side. I have developed new loyalty to brands that have connected with me in a new way and that know how to solve my greatest problems.
What is business if not a challenge? Isn’t this a problem worth solving?
I believe it's time for marketers to seize the opportunity in front of them and shorten the time it takes for salespeople to close sales. If your brand is worth promoting, create compelling content that solves your customers’ greatest challenges and helps them sleep at night.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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d29755c10daaed97b1291b57ff15da57 | https://www.forbes.com/sites/forbesagencycouncil/2020/06/19/13-great-tips-for-using-visual-content-in-marketing/?sh=560d7409629c | 13 Great Tips For Using Visual Content In Marketing | 13 Great Tips For Using Visual Content In Marketing
Marketing pros can tell you that using visual elements in marketing requires an understanding of balance. Too much imagery makes a design look busy, yet too much use of white space leaves the content lacking in some critical way.
The happy balance draws the reader's eyes to the relevant images while simultaneously communicating a message. Other elements can help to direct the reader to the right place to look. When it all comes together, it can turn a mediocre piece of content into something spectacular.
To help, 13 members of Forbes Agency Council provide their professional suggestions to businesses that are looking to include visual elements within their marketing.
Members share their best advice for using visual content effectively in your marketing. Photos courtesy of the individual members.
1. Focus On The Target Audience
Aside from making sure your images represent the content visually, try to determine if the imagery is suitable for your target audience. Certain visual styles will appeal more to certain audiences while some will have the opposite effect. If you can't determine the appropriate style, consider keeping your imagery as simple as possible so the user doesn't have to decipher your message. - Tripp Donnelly, REQ
2. Ensure Visuals Enhance The Content
Make sure your imagery adds to and amplifies the context of your content. Putting a product image next to a product description can be vanilla and boring. Where are the sprinkles? Instead, show your product in an engaging way, i.e. being used by a member of your target audience or simply "in action." This is far more powerful and goes a long way toward bringing new life to your written content. - Bernard May, National Positions
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3. Make Sure Your Images Stand Out
When you share content on social media, it will pull the image from the article and include it in the post. It is the first thing people see, and it provides a snapshot into what users can find when they click through. What do you think generic stock photos are telling people about your content? Make the effort into ensuring your visuals are as creative and memorable as your written content is. - Nathan Hall, Simple Story
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Don't Use Stock Photos
Own your assets; ditch stock photography. With original branded imagery — think Apple's infamous iPod billboards — your content becomes instantly recognizable. I'm always demonstrating to clients the benefits of having a photo shoot, where the creative director can factor in future use cases for the images — for example, "this shot will be for a 6" x 2" banner, let's shoot wide, leave some space for the tagline" — and at the same time ensure the aesthetics are on-brand. You now have visual communication assets to help drive a successful marketing campaign. - Raja Sandhu, Raja Sandhu Design Studios
5. Optimize For Each Platform
Optimize the photos for the platform they are being used on. With regard to social media, your photos are being seen on a relatively small screen. Taking up as much of that "real estate" with an on-brand and on-message photo is important. If it's too small or not clear, you'll lose the opportunity to stop the scroll. - Rebecca Kowalewicz, Clearbridge Branding Agency
6. Highlight People
Images that feature people tend to do better in terms of engagement, since we feel more connected. Weave into your strategy user-generated content that features people enjoying your product or service. - Sam Founda, Social Connection
7. Optimize For Search
Optimizing your images for search plays an integral part of your on-page SEO. Images that are well-optimized increase the relevancy of the page and reinforce the topic. Search engines love the right combination of format, title, alt text and other elements that go into image SEO, and they’ll reward your page for it. - Randy Soderman, Soderman SEO
8. Don't Be Cliche
Who hasn't seen "person at a desk staring into space" stock image 1,000 times? The use of images should be related to the content and something to help grab attention. Make sure your images align with your content but also stand out or engage the audience. If they can be efficiently created, custom images that enhance the story, create intrigue and draw you in will win every time. - Bo Bothe, BrandExtract, LLC
9. Keep It Short And Sweet
Images are indeed great eye-catchers and videos are even more intriguing to the eye. Keep any videos used in marketing content focused and tight — the shorter the better. Users want to get access to information quickly and efficiently, so making sure the video gets to the point at the get-go will ensure a more positive end-user experience. - Ilissa Miller, IMiller Public Relations
10. Focus On Visual Appeal
Editing photos to increase the quality of the image while adding visually appealing components is important in order to draw eyeballs and attention. Try to select content that resonates with the target audience. - Jordan Edelson, Appetizer Mobile LLC
11. Bring The Emotion
Images should represent the emotion the marketing content is supposed to convey, not necessarily parrot what the content is. Instead of finding images that literally represent the content, find striking images that embody the overall character of it. - Stefan Pollack, The Pollack Group
12. Leverage A/B Testing
Here's the thing with content marketing. You never really know what content is going to resonate with people, so it's always a bit like a lottery. However, you can maximize your chances of winning by testing various visual elements in your campaigns. This way, you're going to see what performs best and then keep working with it. - Solomon Thimothy, OneIMS
13. Use The Pattern Interruption Method
We’re wired to skim instead of read and glance instead of watch, so it’s important that your visual content offers something unexpected. The pattern interruption method uses the element of surprise to add visual interest, like an animation on a static web page or an abrupt color change on a video. This helps keep a consumer’s eyes on your content rather than losing interest and clicking away. - Adam Binder, Creative Click Media
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4c2753acdb3eae34f109573a13165c97 | https://www.forbes.com/sites/forbesagencycouncil/2020/06/22/16-effective-techniques-to-improve-a-companys-digital-marketing/?sh=4ac3ebe93429 | 16 Effective Techniques To Improve A Company's Digital Marketing | 16 Effective Techniques To Improve A Company's Digital Marketing
Internet usage, both on desktops and mobile, has been increasing at an exponential rate over the last decade. In recent months, users have defaulted to their electronic devices as a window to the world, providing a unique opportunity for businesses.
Unfortunately, a lot of companies don't delve into the online advertising space. Those that do usually fall far short of the audience their online presence is capable of reaching.
So how can a business improve its digital marketing prospects? These 16 associates of Forbes Agency Council share the techniques used in their own enterprises to make a more substantial online impact with their target audience.
Members offer their best techniques for improving a company's digital marketing strategy. Photos courtesy of the individual members.
1. Emphasize Active Sales Channels
Without stating the obvious ("these are uncertain times,” "the pandemic is a global challenge,” etc.) it's important for consumers to know if your business can still cater to their needs. Focus on the sales channels that are operational, and be sure to audit all of your digital marketing messages to make sure they focus on those and don't mislead the consumers to a channel that's not open. - Michelle Cardinal, Rain the Growth Agency
2. Make Sure Your Content Is Share-Worthy
It's important that a company's marketing stands out for people to take notice of it over the deluge of ads littering the digital landscape. Regardless of whether your content is created or curated, make sure it is share-worthy so it spreads organically and is remembered. Using different content to target specific segments is more effective in this endeavor than most one-size-fits-all campaigns. - Henry Kurkowski, One WiFi
3. Consider The Audience
Digital/mobile marketing has exploded in recent months. Consider the audience — working from home and, for the most part, isolated from friends and family. The marketing winners create not only contextually relevant content during this pandemic, but also nimble to adjust as current audience attitudes evolve. - Patrick Nycz, NewPoint Marketing
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Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Get Found
Over 50% of searches in 2020 will be by voice command. It is not only important to optimize your website content for voice search, but also to continuously monitor and manage your directory listings, especially your Google My Business listing, which is the first thing consumers see when searching for you. - Laura Cole, Vivial
5. Empower A Digital Guru
The rules of direct digital marketing haven’t changed for many years, though new technologies continue to evolve and enhance techniques. I’d suggest finding someone in your organization who is knowledgeable and passionate about digital/direct and empowering them to push your company’s practices forward in innovative ways. Support your newly appointed digital guru as they up your company’s game. - Carl Fremont, Quigley-Simpson
6. User Behavior Analysis
A user-centric marketing approach is a way for long-term success. It requires analyzing user behavior on your website and specific landing pages. Tools like Google Analytics and Crazy Egg can provide actual data on important user behavior metrics, like session duration, site-wide navigation, events, actions, etc. You can use this data to customize your campaigns for improved results. - Ajay Prasad, GMR Web Team
7. Act Like A Person, Not A Brand
Looking to master social media? Look to celebrities for inspiration, not your fellow brands. The digital environment requires a special tone and approach. The most successful brands on social feel like they have a human being behind them. - Kate Weidner , SRW
8. Focus On Conversational Marketing
Facebook Messenger chatbots allow brands to build meaningful engagements with their consumers and market to them on a one-on-one level. The flexibility of chatbots allows you to personify your brand and lets users interact with your brand in a fun, easy and useful manner. Chatbots will enable you to give and gather information, support inquiries, book appointments, buy products, and as a gift guide. - JP Johl, AdTribute
9. Leverage Cross-Channel Marketing
As consumers spend more time online, online marketing has increased. We're all getting more display ads, ads popping up in our social feeds and cluttered email inboxes. Add direct mail marketing to your marketing strategy and break through the clutter. Leverage the interest you've generated through your digital channels by retargeting through direct mail, and drive response. - Lori Paikin, NaviStone®
10. Learn From An Expert
Digital marketing is not a one-size-fits-all solution. Seek out an expert in the space and be candid with your intention — whether that's having them act as an extension of your team, wherein they execute digital marketing based on your team's input, or having them set up a foundation while training a designated member of your team. - Stephen Kleiner, Bloom Ads Global Media Group
11. Utilize Email Newsletters
As simple as this may sound, a well-written email newsletter can be a major differentiator for brands in business-to-commerce and business-to-business. Email is underutilized when it comes to relational messaging. It is overused for promotion. Most "newsletters" are just pitches. Doing an informational newsletter that is in the brand's voice and has some personality can be extremely effective. - Amith Nagarajan, rasa.io
12. Share Your Social Responsibilities
Talking about what you are doing for the community on social media is a great way to grow your social content. If you're delivering meals to a local hospital or shelter, let your customers know that you willingly give back what you earn to the benefit of the community. - Solomon Thimothy, OneIMS
13. Increase Your Site's Speed
Despite common misconceptions, site speed is relevant to more than just SEO — it’s also directly related to conversion rates (CVR). Improving site speed will surely improve CVR across channels, including paid media. And, as CVR is a factor in Quality Score, the better it is, the lower your cost per click. Site speed is important for all digital marketing, but of paramount importance for mobile. - Donna Robinson, Nina Hale - Digital Marketing Agency
14. Use Accelerated Mobile Pages
If you don't have AMP (accelerated mobile pages) for your website, your likelihood of being ranked in Google search results on mobile is significantly lower. There's been a massive shift to mobile in the last decade, so it's an investment in the future of your digital assets. If you don't have AMP, hire someone to make them for you for every page of your website. - Kelly Samuel, Kelly Samuel
15. Update Your Website Regularly
One way businesses can improve their digital marketing is by updating their website. Ensuring your website is mobile-friendly and regularly updating your landing page with up-to-date information can help drive more conversions and sales online. If a restaurant offers take out or delivery, they should insert that information at the top of their website, and add clickable links to order online. - Jonathan Durante, Expandify Marketing Inc
16. Test Everything In A Mobile Environment
One of the most important things that can be done to ensure success is to have a mobile testing platform. What this will ensure is that it does not matter what browser or device viewers are using — all of the content will look great. It is super important to ensure that your digital platform has the same level of integrity as your main website. - Jon James, Ignited Results
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bb53c928ff173cba5ae12f594e61ccbb | https://www.forbes.com/sites/forbesagencycouncil/2020/06/23/heres-how-you-can-channel-your-anxious-energy-and-become-a-better-version-of-you/ | Here's How You Can Channel Your Anxious Energy And Become A Better Version Of You | Here's How You Can Channel Your Anxious Energy And Become A Better Version Of You
Founder of Staffing Referrals, an automated referral management platform that helps staffing firms track, manage, and scale referrals.
I wake up. It's 3 a.m. My heart's racing. It's just another Thursday morning during the pandemic. I take a few deep breaths, grab my computer and start writing.
In this article, I'll explain my approach to using the energy created by my anxiety to create new opportunities. And I'll share a few specific tactics that might help you turn your anxiety into what I like to call the "anxiety opportunity" to tackle new challenges.
Please note, I'm not a doctor, and I recognize anxiety is different for everyone. Using these techniques, I've launched a couple of businesses and have run a few ultra-marathons. These strategies have helped me be better, and I hope they'll do the same for you.
There's some good news about anxiety. Research suggests those with anxiety tend to score higher on IQ tests. This means that while your unsettled brain might be frustrating you today, it might also be the key to helping you solve tough problems tomorrow.
We're all living through a strange time. Millions of people are dealing with job loss, financial uncertainty or, even worse, the suffering or loss of a loved due to COVID-19. And we are doing this without our normal social interaction and peer support that enriches our lives.
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For many of us, this pandemic is one of the first experiences in our lifetime in which we're dealing with the same exact problem as billions of other people at the same exact time. We are not alone in this fight.
Here is the reality: We can't change our current situation, but we can change how we manage ourselves.
Here's how I see it:
• I believe anxiety is your brain's way of giving you the energy you need to take action and do something about your current situation.
• I believe stress is only bad for you if you believe it's bad for you. It turns out there's some science to back this up.
• Most people's response to anxiety falls into one of the three F’s: fight, flight or freeze. I'd like to suggest a fourth F: focus.
I've let anxiety freeze me many times, but I've learned that I can do better by changing my mindset and using the energy to focus.
By simply changing my story about anxiety, I've turned my "disorder" into a life-changing opportunity. As one of my favorite characters, Dwight Schrute, once said in an episode of The Office, "Use the surge of fear and adrenaline to sharpen your decision making."
I use the physiological response to get more work done faster, including writing this article at 3 a.m.
When I'm super anxious, I like to think about my anxiety opportunity as a free double shot of espresso for my brain.
Ray Dalio, one of the world's smartest thought leaders in business and someone I admire, stated that "pain plus reflection equals progress," and I'd add that "anxiety plus positivity equals opportunity."
So, how can you use your anxiety to move your life forward?
First, learn to control your anxiety and relax the mind:
• Start meditating so that you can learn to control your mind during anxious times. This has changed my life by helping me to acknowledge my anxiety, embrace the thoughts that arise and change my behavior accordingly.
• Consider more intense and frequent exercise. During my most anxious hours, I find that going on a long run eases my mind and helps me find new ways of approaching my biggest challenges.
Second, create an anxiety opportunity plan:
• Reflect on what's driving your anxiety. Use the focused energy from your anxiety to think about what you can control and what you can do now to improve your future state.
• Reposition your challenges. Try to change the way you look at challenges, and realize that the obstacles in front of you might just be your best way forward. Obstacles equal growth opportunities.
• Write down a few bold ideas or goals you want to accomplish. Think bigger than usual. Think about what you'd accomplish if you had all the energy you ever wanted. Come up with something that gives you peace of mind. Write it down, and be specific. For example, you might set a goal to write your first book this year.
• React to anxiety with positive action. Take your newly minted concept on how you can use your anxiety opportunity, and put it into action. Pick up your list of goals, and identify the smallest step you can take to move toward each goal. If your goal is to write a book, write one page today.
• Repeat the actions that felt good, and become a better you. When anxiety revisits, calmly think about how you'd like to channel that energy. Start working on the goal that made you feel better last time. Use this process repeatedly to turn your anxiety frustrations into anxiety opportunities.
For a real-life example, I've thought about writing this article for two years; it took the anxiety opportunity provided by the pandemic to get me to do it.
The bottom line: How you view anxiety matters. Change the story you tell yourself about anxiety, and you might change your life for the better.
Here are a few resources that have changed my life in a meaningful way:
• Ted Talk: “The Power of Vulnerability” by Brene Brown.
• Meditation App: Waking Up with Sam Harris.
• Book: Principles by Ray Dalio.
• Podcast: The Tim Ferris Show.
During this process, be courageous, and communicate authentically about your situation with friends or colleagues. It helps them, and it helps you. If you're up for it, share how you plan to use your anxiety during this pandemic.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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078a4a45777d4d6bddaac9d6601bdde9 | https://www.forbes.com/sites/forbesagencycouncil/2020/06/24/silence-is-no-longer-golden-three-communications-tips-all-brands-need-to-follow/ | Silence Is No Longer Golden: Three Communications Tips All Brands Need To Follow | Silence Is No Longer Golden: Three Communications Tips All Brands Need To Follow
Sarah Tourville is the CEO and Founder of Media Frenzy Global, a PR and marketing agency that builds brands for innovative companies.
The world of marketing is currently at an impasse. A cloud of uncertainty hovers over the marketplace, leaving marketers in a unique situation. They have an obligation to drive awareness and sales for their company, but what does that message even look like in today’s climate?
There is industry-wide confusion about what the right move should be. Do you pause all marketing plans until we are back to normal, change your messaging or even pivot your business model? While the answer will be different depending on the type of company, brands need some clarity on what they should do next.
Silence Is No Longer Golden
What’s clear is that deciding to stop marketing and communication efforts is not the ideal solution. While brands should be sensitive to the situation, they should not go completely quiet and off the grid. Business is still being conducted and consumers and businesses are still in need of goods and services, albeit potentially for different reasons and uses than before.
With all of the confusion and anxiety present, the last thing a brand needs is their audience concerned that they are struggling and will not make it out of the Covid-19 pandemic. Silence does not convey the look of a healthy brand, and perception is paramount during these trying times. This does not mean blast the masses with promotional material, but rather be intentional with your communications. Find the role that your product fills in our new normal and share consistent messaging around this. Silence can be mistaken for weakness in the current landscape, so brands need to strike the right balance with their communications. Below, I’ll cover three tips to help companies navigate these murky waters we find ourselves in.
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Tip 1: Align Your Offering To The Needs Of The Market
While brands should not halt their marketing efforts, they certainly need to pause and reevaluate. Any plans and strategies in place prior to Covid-19 need to be replaced as they are not likely to be as impactful right now, and will likely do more harm than good. Companies do not want to appear tone-deaf, so any pre-existing PR plans, ad creative and marketing tactics need to be looked at through a new lens before given the green light.
B2B brands have to realize that now is not the time to push products and services through regular marketing programs, but instead, take action by helping to solve bigger problems and support the community. LinkedIn is a testament to this by opening up 16 of its learning courses for free that focus on productivity and relationship building. In fact, the pandemic has become a point in time when a B2B brand can actually stand for something beyond features and benefits by getting involved and displaying compassion.
Brands need to correlate their value proposition to the new needs of the market. This is turning a negative into a positive and seeing what unique gaps your product or service can help fill. For some companies, this could be a slight change; for others, it could involve completely pivoting their business model.
Tip 2: Understand That Content Is Back In Demand
People are stuck indoors and have more time on their hands than usual. This has led to an explosion in the time they are spending online and, as such, content marketing has never been more valuable. Consumers want fresh perspectives from experts where they can find them. If you keep this in mind, you can build trust with consumers through content so that your business becomes more top of mind for purchasing when things get back to normal.
Is there a gap in your industry you can fill with engaging and informative educational content? Rather than focusing on empty sales pitches and promotional ads, home in on engaging content — ebooks, infographics, videos and articles. Brands that do this well are more likely to have a larger and more captivated audience than typical, posing a unique situation for marketers.
Tip 3: Stop Selling And Start Helping
While brands should not stop their marketing efforts, the last thing people want right now is to be sold to. Essential workers are sacrificing their lives on the frontlines, so a promo code for new hair gel can appear insensitive. Rather, brands need to craft messaging not around their product, but around the problem it solves. For example, Lipton does not sell hot tea. Rather they sell comfort and warmth. They sell something that can energize you in the morning to take on the day or something that can calm your mind at night. Brands are selling a feeling, an experience, and this is what the focus needs to be on currently.
Companies can even take this a step further to showcase what they are doing to help the cause. For example, the fashion industry stepped in to produce masks at the onset of the virus. Many beauty brands converted their factories to churn out hand sanitizers, and Ford applied this to manufacturing ventilators. Brands leveraged their expertise to help the common good, which consumers will not soon forget.
Regardless of the variables surrounding Covid-19, it’s evident brands are still able to conduct business and market their offerings. However, the tone and frequency of these communications are subject to change in our ever-changing world. Silence is not the answer, and neither is inconvenient noise. Brands need to find a balance in their messaging that strikes a chord with their audience and is relevant within the context of the current global landscape.
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7c760ecec5e0719720a21f38552dec5b | https://www.forbes.com/sites/forbesagencycouncil/2020/06/26/building-a-high-performing-medical-practice-website/?sh=3e72ba43127c | Building A High-Performing Medical Practice Website | Building A High-Performing Medical Practice Website
Partner, Director of Strategy & Insights at RUNNER Agency
As patient self-referrals are becoming more common for many practices, your website plays an important role in educating visitors, building trust with them and ultimately converting them into leads and office visits. Through our work with medical offices, we've noticed the following best practices are most often associated with high conversion rates.
Have A Prominent, Visible Phone Number
Having a prominent, visible phone number is one of the most important attributes of a high-performing medical practice site. Among our clients, phone calls still overwhelmingly represent the highest number of leads, so this simple change can have a dramatic increase in results. We recently redesigned a pain management practice website and generated a 750% increase in phone calls by making the phone number visible to mobile visitors.
The most common mistake we see on medical practice sites is that the phone number is "hidden" for mobile visitors. The phone number will often be hidden inside a navigation menu, or visitors will have to click on a phone icon to see it. This simply doesn't work as well as showing the full number.
In addition, we've seen some sites that do show the phone number for mobile visitors, but when you scroll, the number goes away. We recommend medical practices use fixed navigation where the number stays available during scrolling so it's always visible when that visitor is ready to reach out.
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Create Multiple Patient Lead Generators
Instead of a simple "contact us" form, think about what calls to action will be most persuasive. Think about what you could offer a potential patient that will help them solve a problem and move them closer to becoming a patient. For our spine and orthopedic practices, we create a pain assessment survey that helps patients begin to describe their symptoms and effectively take the first step toward finding relief for their pain. It also allows the practice to reach out to these lead submissions.
Offering these additional lead generators allows you to convert more site visitors, especially those who might not be ready to call and make an appointment yet. It's important that you also have a follow-up process for these leads.
Replace Stock Photos With Authentic Photography
Building trust with potential patients is a key part of motivating them to become a lead. One easy way you can level up your website and create more trust is by replacing stock photography with real pictures of your office, physicians and other staff.
It's never been more affordable to put a high-quality photo shoot together, so cost shouldn't be a factor. And having custom photography truly differentiates your practice from others, as most practices rely heavily on stock photography — sometimes the exact same stock photos.
Build Patient Empathy
I've written before about the importance of empathy in medical marketing. Simply stated, the more you can talk about patient problems and how that makes them feel, the better you'll hold their attention and motivate action. Nowhere is this more important than on your website.
Here are a couple of key ways to incorporate empathy into your site: First, talk about patient problems at the top of your homepage. That first headline and subhead should both explain what your practice does and the patient problems you solve. Next, add empathy to key lead generation pages. Adding some text about patient problems on the pages where you're asking for leads can help increase your conversion rates.
Provide Details About The Patient Experience
Top-performing medical practice sites provide plenty of detail about the patient experience. What can they expect after they submit a "contact us" form? How long will it take for someone to follow up?
Questions about the patient experience have become particularly important in the current environment. Patients want to know what steps you're taking to keep them safe to give them the confidence to book an office visit. Do you offer telehealth? If so, provide a clear explanation of how it works.
If a provider doesn't deliver clarity about the experience, patients are often willing to find another one.
The ROI Of A High-Performing Medical Practice Site
So many potential patients are lost to a bad website experience. A high-performing medical practice website can maximize your traffic-to-lead conversion rate so you know you're getting the most out of your digital marketing efforts that drive people back to your site. If your conversion rate is average, consider spending more time and money on your digital marketing to get the results you want. Follow the above best practices to maximize your conversion rate so you know you're getting the highest possible return on your investment.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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dd341414117ee45411cf4b19dae97f1c | https://www.forbes.com/sites/forbesagencycouncil/2020/06/29/cybercrime-is-on-the-risehow-communications-can-help-state-and-city-governments/?sh=74a189bf501e | Cybercrime Is On The Rise: How Communications Can Help State And City Governments | Cybercrime Is On The Rise: How Communications Can Help State And City Governments
Mr. Fouse is a Partner and Lead Strategist with Pinkston, a Washington, D.C.-based strategic communications firm.
The coronavirus pandemic took almost everyone by surprise. But while both the public and private sectors have been focused on containing the virus, cybercriminals have been using it as an opportunity to exploit long-standing weaknesses in cybersecurity infrastructure.
Not long after the outbreak first took hold, dozens of hospitals, medical labs and health care organizations in the U.S. and abroad were the victims of ransomware attacks. At around the same time, the FBI’s Internet Crime Complaint Center began receiving 3,000 to 4,000 daily cybersecurity complaints — a more than threefold increase from the 1,000 daily complaints it was receiving prior to the pandemic.
And today, with more Americans working from home, cybersecurity risks are at an all-time high. A slew of recent phishing attacks appeared to specifically target remote workers, preying upon the COVID-19 moment to steal, hack and install malware. Google revealed in mid-April that it had identified “18 million daily malware and phishing emails related to COVID-19.”
The truth is that many of us weren’t prepared for this kind of cybercrime before the pandemic, and we aren’t now.
In a report released on March 11, the U.S. Cyberspace Solarium Commission (CSC) revealed the full extent of America’s cybersecurity vulnerabilities. According to the CSC, the costs of cybercrime are only increasing, and a concerted cyberattack on America’s infrastructure could be devastating.
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One particularly alarming threat looms large: the threat of ransomware platform takeover at the governmental level. Cybercriminals are more than willing to use malicious ransomware software to capture governmental IT networks and hold them hostage.
Before the pandemic, attacks like these were already increasing in prevalence and impact. A 2016 survey by the International City/County Management Association and the University of Maryland, Baltimore County, found that 26% of the local governments surveyed reported cyberattacks as occurring at least as often as once per hour. In 2019, cybercriminals used ransomware to attack 113 state and municipal governments and agencies.
Even small towns are at risk. Over the course of just a few months last summer, 22 towns in rural Texas fell prey to a single ransomware assault.
Hackers appear to preferentially target these public or public-facing entities because they have a lower risk tolerance and are often especially vulnerable to attacks and likely to pay the ransom. And with most local and municipal governments currently occupied with the coronavirus, they’re likely more vulnerable now than ever.
How can state and municipal governments and agencies get ahead of the problem?
The first step is obvious. The FBI recommends as a minimum that they keep all their systems up-to-date and employ airtight cybersecurity protocols.
What is often not as obvious is the role strategic communications can play in effectively preparing for and managing cybersecurity risks.
Cybersecurity requires proactive, offensive planning on all fronts. That means state and municipal governments need to put the best communications practices in place, both to maintain information flow before a cyberattack and to deploy the right crisis communications strategy for handling the aftereffects of an attack.
I think the 2019 ransomware attack on Baltimore is an excellent example of a situation that perhaps could have been avoided through better communications practices. Two elements of this situation stand out to me:
First, Ars Technica reports that several sources said the initial breach was the result of a phishing attack on a city employee. There is no perfect way to prevent employees from engaging in risky digital behaviors, but this is a common entry point for attackers, and a breach of this sort to me suggests poor communication of security expectations, implications and potential repercussions.
Second, city officials seemed to struggle to meaningfully communicate the extent of the damage and put into place a viable plan of action after the cyberattack. The administration was subsequently accused of “not maintaining adequate lines of communication during and after the crisis.”
Action during a crisis is difficult because the “noise” level increases dramatically, so having a plan in place, not just for technical solutions but communication, is critical. Without it, recovery efforts and public confidence are hindered.
Here are some key communication takeaways for state and municipal governments and agencies to consider.
1. If you’re planning to do a system upgrade, take the time to convey executive-level buy-in and get the support of organizational stakeholders. This is change-management management. Organizationwide system upgrades can be slowed, halted or stopped altogether if you don’t effectively engage and communicate with key people.
2. Make sure you clearly communicate the what and why of safety protocols. A common internal communications mistake is telling people what safety protocols to follow (such as, “Don’t click on links in emails from unknown senders”) but failing to give sufficient explanation about what can happen if they don’t. Understanding that 90% of data breaches are due to human mistakes helps, but knowing that one employee error can cost hundreds of thousands of dollars, put jobs at risk, expose private customer data and more can help employees connect the dots between cause and effect.
3. Have a communication crisis plan in place before a crisis hits. You can’t predict every possible scenario, but you can have a framework in place and a team that’s prepared to engage. This will guide you and help ensure that your communicating and problem-solving efforts are more proactive and effective.
In a crisis situation, prepared and practiced communications protocols are indispensable. In the private sector, effective communications are key both to recovery and to preserving brand reputation. In the public sector, crisis communications serve a similar purpose of speeding recuperation and preserving public trust and confidence.
Healthy, effective internal communications provide a vital line both to prevent and defend against damage from a cyberattack. The best cybersecurity plan should take communications into account. Today, the stakes are too high to do otherwise, especially when so many lives depend on state and local governments meeting the unprecedented challenges of a post-pandemic world.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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ba12fb4e8ac819fb9987e5efe06345b0 | https://www.forbes.com/sites/forbesagencycouncil/2020/06/30/now-is-a-good-time-to-listen/ | Now Is A Good Time To Listen | Now Is A Good Time To Listen
Founder & Principal of SmartMouth Communications, a consulting, coaching and training firm that creates better messages and messengers.
I usually talk and write about talking — communicating, presenting and public speaking. But this is no time to talk. It’s time to listen.
So I’ve chosen this time to write about listening. This is not meant to state the obvious or lecture anyone. Rather, it’s to refresh and renew the all-important skill of listening for all of us — myself included.
Listening is not the opposite of talking. Listening is not merely being polite, silent or using our ears to pick up words or voices. Listening is more like intelligence-gathering. Listening is collecting information, perspectives, emotional content and advance warnings. Like intelligence, once it’s taken in and assimilated, it provides understanding — possibly even empathy and compassion. Like intelligence, it gives us much-needed or much-wanted guidance. It helps us make decisions. It’s time and attention well spent.
We listen for a baby’s cry in the night, and it alerts us as to when we need to check on the baby and what we might need to do. We listen for church bells and school bells, which are signals of beginnings and endings. We listen to birds in the early morning and know the approximate time. We listen to thunder when it’s stormy, which tells us when to get out of the lake or pool. We listen to and understand these sounds very well. What many of us don’t listen to very well are other people. We may hear their words, but we don’t necessarily listen and understand them. We often don’t take the time to care or notice.
According to dictionary definitions, listening is:
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• To “give one’s attention to a sound”
• To “take notice of and act on what someone says; respond to advice or a request”
• To “make an effort to hear something; be alert and ready to hear something”
When it comes right down to it, listening is preparation for most of life’s situations. It provides us with what we need to know so that we can prepare to speak or act appropriately, relevantly and respectfully. Without it, we go into conversations and situations unprepared — and therefore more inclined to fail.
Here are a few tips to help us all listen better:
1. Listen To Comprehend, Not To Respond
If you’re listening, you shouldn’t be thinking about your response — yet. Listen well so you can prepare to respond or not respond. Listening for comprehension is your preparation so you can decide if/how to respond.
2. Listen With The Expectation That You’ll Agree, Not Disagree
Setting a positive intention can help you start off on the right foot. An angry mood or an anxious mind isn’t likely to help you listen very well, and therefore you can’t possibly prepare to respond well.
3. Listen For Meaning, Not Words
Don’t let yourself get tangled up in specific words; instead, listen for themes and meaning. If you don’t understand the meaning, seek clarification.
You can judge, respond or act once you understand and once you are prepared — in other words, once you have listened.
Now, more than ever, is a good time for all of us to listen. Let’s listen better to each other, to our clients, to our employees and to our neighbors and stakeholders. I’ve long held the beliefs — and put forth the motto — that “communication is the currency of success" and that none of us achieves anything alone. This motto couldn’t be more true now, yet I’m considering changing it to “listening is the currency of success.” Without listening, none of us are able to communicate effectively or achieve anything, alone or together. Now is a really good time to stop talking and start listening.
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babcd8be0e02958ab3ffcc92ba9586e4 | https://www.forbes.com/sites/forbesagencycouncil/2020/07/01/seven-ways-to-make-your-subscription-loyalty-program-irresistible/?sh=5fab2bb15a04 | Seven Ways To Make Your Subscription Loyalty Program Irresistible | Seven Ways To Make Your Subscription Loyalty Program Irresistible
Sallie Burnett is a loyalty consultant, keynote speaker and Founder of Customer Insight Group. 25 years of customer loyalty experience.
Subscription e-commerce is hot. In 2016, the largest subscription businesses generated over $2.6 billion in sales — up from $57 million in 2011. And as a result of the coronavirus pandemic, 22.5% of companies have seen their subscription growth rate increase.
Despite these numbers, subscriptions do not sell themselves, and retention is key for subscription businesses. It is typically cheaper to retain existing customers than continually recruit new ones. A 2018 survey conducted by McKinsey & Company found that 40% of e-commerce subscribers had canceled, which I think shows that ongoing quality and incentives to stay are crucial. A loyalty program can help drive this retention.
Increase Retention With A Subscription Box Loyalty Program
According to the McKinsey survey, convenience, value and a personalized experience were among consumers' top considerations when deciding to continue their subscriptions. In my opinion, the key is providing more value for subscription box subscribers, and the best loyalty programs can offer rewards that go above and beyond normal membership. Here are seven best practices you can use to drive more sales, improve customer retention and build stronger relationships with your subscribers.
1. Provide Unique Benefits
Your brand and your subscribers will determine what constitutes valuable benefits, but the key is to offer them a range of different rewards for their loyalty. Convenience is a cornerstone of many subscription businesses, so fast or free shipping or making returns as painless as possible can be perceived as valuable. Amazon Prime excels in this area, with its savings, free two-day shipping and in-store benefits at Whole Foods, among other perks. By offering your subscribers rewards like these, you can encourage advocacy, referrals and loyalty.
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2. Build A Community
Engagement can help members feel as though they are part of something. By making it easy to engage across multiple channels and encouraging members to promote the brand, you can help your subscribers feel more invested and like they're part of a community. You could encourage members to post the meal they cooked with their meal kit subscription box on Instagram with the relevant hashtag, or share their unboxing activities on Facebook. This way, users are not only interacting with one another but creating content on your behalf. You can incentivize members by rewarding them for their activities.
3. Offer Rewards For Social Activities
Reward subscribers for other types of social engagement as well. For instance, consider rewarding them for following you on Instagram or liking your Facebook page and sharing your posts. Providing rewards for referrals can help bring in new customers who already have a basis for trust in your brand. This is a low-cost way to build your customer base, and new referrals may go on to promote you within their social circles as well.
4. Give Them Multiple Ways To Earn Rewards
Ensure that members can earn rewards in a variety of ways. In addition to rewarding them for social engagement, activities and referrals, consider a traditional points-for-purchase scheme that rewards members for every box shipped. As subscribers accumulate points, cancellation becomes less attractive because it will mean losing all of those points. As the number of points grows, their value does as well. Combined with other methods for earning rewards, it can be a powerful motivator to continue the subscription.
5. Encourage Customer Reviews And Dialogue
While many brands are focused on getting customers to return a second, third and subsequent time, with a subscription business model, you have a built-in, ongoing customer base that you can establish a long-term relationship with. So think of reviews not just as a way to raise brand awareness and create referrals but as a way to better understand your customers, including their needs, preferences and pain points.
Beauty product subscription company IPSY encourages reviews by rewarding subscribers who post about the products they have received, and this in turn likely creates an emotional connection because subscribers feel they are being heard. Social media, surveys and customer support also provide valuable opportunities to listen to your subscribers and tweak your offerings based on their input.
6. Personalize Your Program
Loyalty programs make it easier to gather data on customers, and personalization can deepen customer relationships by making them feel as though they are special. For example, with ShoeDazzle, customers can generate a "Style Profile" by taking a short quiz and visiting a customized online "showroom" for recommendations. The athletic clothing line Fabletics asks a few questions about preferred activities and clothing and recommends products. Stitch Fix subscribers get five items of clothing each month and return what they don't like, allowing their stylists to build an ever more detailed dossier of their preferences and send increasingly valuable subscription boxes each month.
7. Create A Mobile Experience
Consumers increasingly shop using mobile devices, and mobile apps help make the experience as frictionless as possible. Furthermore, by allowing you to easily deliver your marketing content, apps can ensure that customers stay connected with your brand wherever they go. Ask yourself how your brand can use its app to help customers. What kind of content would they find useful? What kind of content would complement your brand's products? This is yet another approach that becomes increasingly valuable to members over time and makes it less likely that they will switch to a different brand.
In my experience, the best loyalty programs combine elements of all of the above, based on the brand, the product or service offered and the target audience. With these proven strategies in place, you can ensure customer loyalty leading to long-term customer retention and a successful subscription service.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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9655c6972714cbe39535999a0a31af63 | https://www.forbes.com/sites/forbesagencycouncil/2020/07/03/2020-video-marketing-trends-and-predictions/?sh=922e1a02bd97 | 2020 Video Marketing Trends And Predictions | 2020 Video Marketing Trends And Predictions
Osama Khabab is the Founder and CEO of MotionCue. He helps businesses rapidly grow their impact on web and social through video marketing.
The popularity of video as an information and entertainment conduit is on the rise. Cisco has predicted that by 2022, video will make up 82% of all IP traffic.
Video has undoubtedly become a marketer's favorite when it comes to online content. In fact, according to my company's research, 78% of the marketers we surveyed believe that video has helped them get new customers. Another company found that including a video on a landing page can increase conversions by 80%.
Being involved in the video marketing industry for close to 10 years, I have seen how businesses have increasingly adopted video in their marketing efforts and how, over the past few years, consumers' video consumption behavior has evolved.
In this article, I'll share my thoughts on the current state of video marketing and offer a few predictions on how it may evolve in the near future.
Training Videos Will Become More Common
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With 66% of U.S. employees working from home at least part of the time during the pandemic, I've noticed that many companies have realized the importance of creating training videos for their staff to use as a substitute for conventional face-to-face training and onboarding. Video and other forms of digitization have long been options for employee training. However, the current global situation seems to have acted as a catalyst in the wider adoption of such methods.
If done well, training videos can be extremely cost-effective compared to organizing comprehensive in-person training sessions. Often, businesses can use these videos over the course of many years. I predict that we'll see more video training being used in the future.
Here are some ways to experiment with video training.
• Screencasts: At my company, about half of my employees work remotely, and we've incorporated simple screencasts for training new recruits. And since not everyone on my team is a video production expert, we've used screen recorder software, such as Camtasia, to create the content. But for more professional-looking results, I recommend Adobe Premiere Pro.
• Interactive videos: You can make a video interactive by adding forms and multiple-choice questions. This will allow the viewer to review what they've learned and may help them retain the information better.
Long-Form Video Will Continue To Thrive
Over the past five years, the number of businesses that see video as an important part of their marketing strategy has been growing steadily. We found that 82% of the businesses we surveyed are publishing one to four videos a month. The popularity of video content among marketing teams means that the internet is experiencing video content saturation. Now, more than ever, people rely on information that comes from trusted resources.
For a well-rounded strategy, I've found that it's best for businesses to invest in short-form and long-form content. If you're wondering whether long-form content is worth the investment, then consider that video streaming is set to become a $70 billion industry by 2021 and a lot of the content that people stream is categorized as long-form video.
The current digital landscape provides plenty of opportunity for businesses to capitalize on longer video content to build trust with audiences. You could film video interviews of key opinion leaders of organizations, behind-the-scenes videos or any other piece of video content that intends to deliver valuable information to build a connection and trust with your audience.
I believe that because of how engaging long-form content can be, businesses will continue to invest in it in the hope of communicating authentically.
Here are some tips for creating quality long-form videos.
• Practice social listening. Social listening is a great way to find out what your audience wants. You can then use these insights to help create your long-form video content.
• Strive to add value. If you're going to create long-form thought leadership videos, then make sure you do plenty of research and add value to the conversation. Edelman found that subpar thought leadership content can do more harm than good for a company.
• Start with a great script. Your video script will lay the foundation of everything that comes next. Make sure you think it through and take the time to refine it. If you're going to broadcast live and don't want your stream to feel too scripted, prepare an outline of important points so that the conversation flows naturally but stays on track, too.
Personalized Videos Will Help You Connect With Consumers
Video personalization is another trend to look out for. A simple way to understand the concept is to imagine receiving an email from a brand that contains a video that was seemingly made just for you. It likely would make you feel special and pique your interest in the message.
This trend may sound impractical; however, in the recent past, we have seen new technologies emerge that are making this possible. And therefore, it won't be surprising to see brands starting to using personalization in video moving forward.
Here's how you can get started with personalized video.
• Use video personalization platforms. Platforms like Vidyard and Data Creative allow you to make personalized videos. You can target individuals, groups or even companies.
• Distribute via email. If you're making a personalized video, it would make sense to send it only to your intended recipients via email. You can use your regular email marketing tool to track how your campaign performs.
Many online trends seem to have a limited shelf life. One thing that I don't expect to change, though, is the popularity of video with consumers. As long as you continue to experiment, adapt and optimize, there's a good chance you'll stay ahead of the curve when it comes to using video marketing to build a stronger brand.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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eebbcb00c483b303c9f1456d6c6c0512 | https://www.forbes.com/sites/forbesagencycouncil/2020/07/07/the-modern-customer-experience-comes-to-main-street/?sh=6cc136aa22ca | The Modern Customer Experience Comes To Main Street | The Modern Customer Experience Comes To Main Street
Chris Wallace is the President of InnerView, a marketing consulting firm that specializes in internal brand alignment.
The other day I saw a commercial for a local flooring retailer advertising the ability to do a home consultation over video chat. Then, I saw another commercial just like it for a different flooring retailer.
Four months ago, it would have been unimaginable to think that a local mom-and-pop store would offer to replace an in-store shopping experience with a video chat. While that trend is being fueled by necessity as many consumers stay at home, it is unlikely to be a fad that passes quickly.
I believe this has set up a reckoning for smaller independent retailers — especially those that sell higher-priced items like furniture, appliances, automobiles and the aforementioned flooring products — as some consumers emerge from their homes to shop again. If the shutdown accelerated innovation to the point where the “new” way of buying is easier, safer and saves time, Main Street retailers may have to figure out how to deliver that experience consistently — not just during a crisis.
Blending Digital And Human Experiences
For bigger-ticket retail purchases, the equation has been the same for a while: Consumers go online and spend several hours researching what they want to purchase, and then they head to retail locations to look in person. They probably end up talking to three to five retailers before making a purchase.
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The pandemic has forced businesses, big and small, to rethink this equation. By offering consumers new ways to shop — video chat, improved online tools, web chat, delivery options, etc. — the process has surprisingly gotten easier. All of these options were offered in some ways before the shutdown, but the technology improved seemingly overnight, and more importantly, consumers became willing to use the tools en masse. Take video chat, for example. Nearly six in 10 Americans (57%) are now using video conferencing, despite 38% saying they had never used it prior to March.
What began as necessary tactics to maintain business through the pandemic have, in many ways, created a better buying experience overall. It used to be that you had two options: buy online or physically go into a store. I think the trick is going to be finding ways to merge the advancements in digital technology with the still-necessary human touch points these major purchases can require.
Big retailers and major brands are already flexing their muscles and introducing new blended experiences. Best Buy is offering virtual consultations related to a wide array of products. Lowe’s has introduced a new augmented reality video chat tool that allows professionals to visit clients’ homes and businesses virtually to evaluate repair and maintenance projects.
While most consumers say they prefer to buy from local retailers, this notion may be tested if the independent store can’t provide the same conveniences.
Customer Service Isn’t The Same As Customer Experience
For generations, independent specialty retailers have hung their hats on service. As big-box stores have popped up, mom-and-pop retailers have sustained themselves with a more specialized, personal level of attention. Their businesses have been built on their presence in the community, product expertise and the promise that they will stand behind their work. This promise has allowed independent retailers to compete and, in many cases, command a premium compared to the big-box alternatives.
The promise of the trusted handshake now has some serious competition. Of course, customer service is part of the overall experience, but the bar was just exponentially raised. There are so many additional variables to navigate in a post-pandemic environment versus just a few months ago. The provider that delivers professional advice and helps customers narrow their buying options all from the comfort of home will likely win in the long run. Convenience, ease of doing business and now safety will likely beat local service as a value proposition. This leaves the local independent retailer with a decision to make: Should they keep pace with the big boxes by delivering a modern experience, or hope there are still a lot of customers who want to go the old-school route?
To Keep Up, Look For Safety In Numbers
Big-box stores have the advantages of resources and human capital. For independents to keep up, they will have to leverage the power of other small business owners, suppliers and industry groups. Many specialty retailers already belong to co-ops or buying groups or participate in manufacturers’ preferred dealer programs. Taking full advantage of these alliances will be increasingly important, along with leveraging local chambers of commerce and industry associations. These groups have long argued that their value is in helping to level the playing field with larger retailers. The time is now to prove that value.
If these partners and programs are really designed to help independent retail channels thrive, they will need to make quick shifts to support programs that emphasize the modern buying experience. This includes things like sourcing or building digital tools that retailers can use to augment their websites. It means designing training programs that help retail staff engage customers via chat and video because the casual shopper is not coming into the store. It means creating forums for retailers to share buying journey ideas and innovations and quickly providing tools and tactics that will allow participants to translate those concepts into action.
Retailers need their partners to provide this support. Independent business owners likely cannot compete if all anyone wants to talk about are new products, advertising co-op dollars or the next retailer appreciation junket. The focus needs to shift quickly — and it is up to owners to lead the discussion and challenge their peers and partners to innovate.
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e88969fc7dde2f567c507a6219d1bbf4 | https://www.forbes.com/sites/forbesagencycouncil/2020/07/09/11-tools-to-enhance-an-organizations-internal-collaboration/ | 11 Tools To Enhance An Organization’s Internal Collaboration | 11 Tools To Enhance An Organization’s Internal Collaboration
Collaboration tools can be one of the most vital parts of an agency's software lineup. An excellent collaboration tool allows for internal teamwork within a company, yet also has a space for external feedback from the client. An agency needs to be aware that any marketing campaign needs to fit the industry's style, but should also feature the client's own individual touch.
What do the leading experts in the industry use to collaborate both internally and externally? We consulted 11 members of Forbes Agency Council about which collaboration tools were the easiest to use for teamwork both within and outside of the agency's walls. Here's what they recommended.
Members share their favorite tech tools for enhancing internal collaboration. Photos courtesy of the individual members.
1. Asana
I love Asana. I've tried others but I love the simplicity of it. It is very easy for productivity tools to add complexity or another level of bureaucracy. Asana can be used in a simple checklist form for straightforward projects and can get more complex offering timelines and different layouts based on how people need to see information. - Dean Seddon, Maverrik
2. Google Docs
We have used a plethora of software solutions to facilitate communications both internally and externally and, while this may sound pedestrian, we find ourselves continually returning to Google Docs like Sheets, Forms and Slides for simple projects or status updates. It's simple, universal and accessible enough for anyone to use with little to no explanation needed. - Matthew Brown, ThumbStopper®
3. Slack
Our agency has embraced Slack as our primary communication tool between marketing teams and within project groups. We have also begun to leverage Slack with marketing partners and outside vendors to improve our ability to communicate quickly and efficiently. Slack has allowed our team to transition to remote working with as little pain as possible. - David McGarry, Automotive Internet Media
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Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Invision
A great tool for collaborative design work is Invision. This app allows our clients to add comments directly over the designs we've created, making it easier to understand their requests. It also allows our designers to access feedback or changes remotely, which can save a lot of time. - Hannah Trivette, NUVEW Web Solutions
5. Teamwork
Our team uses Teamwork for all internal and external communications and collaboration on projects and tasks. The other tool we use for both is Slack. - Todd Juneau
6. Skype
Skype is a great solution when it comes to collaboration. It allows you to call team members, who may be working remotely, while you’re on the go through their easy-to-use phone app. Being able to communicate through video chat makes working with clients and staff very easy. The screen share option, record button, voice recording feature, along with the ability to add documents and photos, are priceless. - Adrian Falk, Believe Advertising & PR
7. Basecamp, Slack, Zoom
We use Basecamp to communicate with clients, Slack to communicate with each other, Zoom for practically all meetings, internal and otherwise, and Google Docs for all writing. Don't be afraid to experiment and troubleshoot. The truth is that there are so many different methods out there, some "trial and error" will more than make up for it. - Danny Star, Website Depot
8. Workplace By Facebook
Our agency turns to Workplace by Facebook for easy collaboration, both internally and externally. The tool allows for seamless communication featuring chats, video calls, large file uploading capability, app integrations such as Google Drive and more. - Jonathan Durante, Expandify Marketing Inc
9. Sprout Social
We’ve tried many tools with clients for whom we create, publish and manage social content. Approvals need to be fast and fluid, but provide an archival trail for all involved. One we’re seeing a lot of positive results with now is Sprout Social. It integrates well with CRM platforms and makes content review and publishing seamless. - Mary Ann O'Brien, OBI Creative
10. Microsoft Teams, Asana, G Suite
We use a variety of tools to support collaboration, especially during these unprecedented times. For internal communications, we use Microsoft Teams; and for project management and work back planning, we utilize Asana. For document collaboration, we typically use Google Suite, and finally, for breakout groups and brainstorms, we use Zoom. - Joey Hodges, Demonstrate
11. Text Messaging
Text messaging works like a charm. I’m more likely to use it than other modes of communication. Waiting for the right person to see it on an app may burn some time. I’m not saying replace all collaboration tools with text, but while we are all running around busy with tasks, a text message gets attention. I don't expect people to be on an app, but they respond better in the form of a text. - Solomon Thimothy, OneIMS
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a225d8d1887dc92b0411b5e78245a67a | https://www.forbes.com/sites/forbesagencycouncil/2020/07/10/12-strategies-for-keeping-marketing-clients-involved-and-responsive/ | 12 Strategies For Keeping Marketing Clients Involved And Responsive | 12 Strategies For Keeping Marketing Clients Involved And Responsive
Marketing strategies require input from both the company doing the campaign and the ad agency itself. Clients need to be kept "in the loop" for them to have a chance of doing their part in a campaign. Sadly, many agencies lack a defined strategy for informing clients, while many customers tend to leave the reins of the campaign fully in the hands of the agency and don’t offer their input even when required.
This kind of miscommunication can eventually ruin a business partnership. To avoid this, agencies need to get clients up to date on what's going on with their campaigns so that those businesses can capitalize on the opportunities the campaign presents. Twelve contributors to Forbes Agency Council discuss how agencies can hope to keep their clients in the loop and more involved with their campaigns.
Members share their top strategies for keeping agency clients involved and communicative throughout the creative process. Photos courtesy of the individual members.
1. Help Thinkers Think
Help thinkers think. Internal marketing departments are often overwhelmed with the day-to-day tactical grind, which makes it difficult for marketers to put up their feet and think. Deep thought is critical to all creative and strategic processes. Start by aligning the marketing team on vision, highest-level financial goals and objectives. Strategies and tactics ladder up to those. - Wendy O’Donovan Phillips, Big Buzz
2. Discuss Expectations Upfront
In order to keep clients "on the ball" and up-to-speed with what is required of them, it is important to discuss expectations prior to the start of a project and make sure that there are various check-in points scheduled throughout the duration of that project. This can be as simple as hopping on the phone once a week or checking a box in a shared spreadsheet. - Timothy Nichols, ExactDrive, Inc
3. Have A Robust Onboarding Process
Keeping clients “on the ball” is really about having a robust and clear onboarding process. Once a client agrees to work with us, we have a waterfall system in place that incorporates an optimized cadence of messages from our sales executive and customer experience teams. We work diligently with the client to inform them of the key deliverables we need and answer any questions they may have. - Melissa Chang, PureB2B
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Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Ensure Honesty And Transparency
Honesty and transparency. It's as simple as that. Without clients' support in delivering information to our agency in a timely manner, we'd not be able to properly fulfill our obligations. Communicate openly and hold each other accountable for the role that each party plays throughout the process. In the end, the client will appreciate visibility, and you'll end up with long-term client partners. - Joey Hodges, Demonstrate
5. Communicate Clearly
Clear communication is key. We have created a framework for our exceptional client experiences that includes expectations for both our company and the client company. We also provide information in a client onboarding that explains the different roles we typically interact with on the client side and the time commitment they can expect, per month, per quarter and per year. - Kathy Steele, Red Caffeine Marketing + Technology
6. Encourage A ‘Stop Us’ Approach
A successful agency relationship hinges on partnership. We encourage clients to adopt a "stop us" approach rather than an "approval" approach. This means that if a client gets distracted, the onus is on them to catch up and keep up. You have to really trust each other to make it work, but it does mean that if the client gets sidetracked, work keeps going. - Dean Seddon, Maverrik
7. Send A Friendly Reminder
Sometimes, a “friendly reminder” is all it takes. Many clients have a lot on their plates, so be forgiving if they forget to follow up right away. If you send them a reminder, be firm about a deadline to keep the process moving. Make it clear that if they don't respond within a certain amount of time, you'll have to proceed. Usually, this is enough to get the client to take care of their tasks. - Hannah Trivette, NUVEW Web Solutions
8. Have A Daily Milestone
Have a daily milestone and a weekly meeting. Realignment lets everyone know that the ball is still rolling. The daily milestones will keep your client on their toes to know what to expect daily and to know if the team would make any new adjustments. The weekly meeting can be made or passed depending on the progress of the campaign. - Solomon Thimothy, OneIMS
9. Provide Regular Follow-Up Calls
Providing regular follow-up phone calls in conjunction with a set of timelines provided upon engagement is valuable to keeping deadlines met. In the fast-paced world of PR, missing a journalist's deadline is everything. Having systems in place that you can adhere to is essential to managing multiple clients while keeping their goals on track, too. - Adrian Falk, Believe Advertising & PR
10. Align With A Strategic Campaign Brief
Our most effective strategy to keep clients engaged and responsive throughout a program is to thoroughly align at the start with a strategic campaign brief. This collaborative document includes all campaign details, from goals and KPIs to timelines and final deliverables. It serves as the roadmap for all parties involved and is invaluable at keeping campaigns running smoothly and on time. - Danielle Wiley, Sway Group
11. Have Specific Deliverables For Them
We have specific deliverables and tasks for our clients in the statement of work that they have to comply with. Proper upfront communications, expectation setting and onboarding, while holding them accountable to what they committed to in the SOW, has worked well for us. - Todd Juneau
12. Give Them Homework After Meetings
We only meet with a client twice per quarter, so our partners usually have some kind of "homework" after every meeting. We make our clients keenly aware that it's a partnership and if they don't do the work on their end, we simply cancel their meetings. That doesn't work if you aren't providing true value to your clients, but if your product works, they'll do what they need on their end to utilize it. - Josh Sample, Drive Social Media Saint Louis
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18d4355739ef59db28f7b4c0a98e71a1 | https://www.forbes.com/sites/forbesagencycouncil/2020/07/13/16-useful-apps-for-pr-executives/ | 16 Useful Apps For PR Executives | 16 Useful Apps For PR Executives
As a PR executive, you most likely have multiple applications on your device to help with your productivity. The catch is that productivity isn't just limited to things like scheduling and email. For a PR exec to operate at their best, they must have access to applications that can help them do what they need to at the tap of a button.
Naturally, several app developers have realized that offerings for productivity apps can be vastly improved and have set about doing so. To get insight into these applications, we asked 16 industry experts from Forbes Agency Council about the productivity apps that they couldn't see themselves functioning without. Their responses are below.
Members share their top-recommended apps for public relations executives. Photos courtesy of the individual members.
1. Asana
So much of PR is about the follow-up – checking in with editors, sending over details and supplemental information, confirming publish dates, etc. Asana is a great tool to organize tasks by projects. As CEO, I love that I can pop onto a client project and get a sense of what we have going on for our clients. It keeps us organized and ensures nothing slips through the cracks. - Leila Lewis, Be Inspired PR
2. Boomerang
Boomerang is my must-have app. For Gmail users, it's a free Chrome extension and allows you to "boomerang" emails back to you that are time-sensitive, set reminders for follow-ups and tasks, and more. - Ilissa Miller, IMiller Public Relations
3. CoverageBook
We've been using CoverageBook for a while to create PR reports that have a lot of automated metrics to estimate our outreach audience. Our clients love it because it's transparent, especially on the digital publications we garner, and it's saving so much time when creating reports. My team and clients can't go without it now. - Sarah Hamon, S2H Communication
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Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Hootsuite
Social media schedulers are some of the best tools. These are really great because they allow you to schedule everything you need in one place. One of the best out there is Hootsuite. It allows you to ensure that you are scheduling everything in a cohesive and easy way. - Jon James, Ignited Results
5. HubSpot
Our firm utilizes HubSpot on the marketing and public relations side to keep our communication streamlined and our data organized. We also rely on HubSpot links to track viable engagement with the documents and visuals we are sending out to members of the press and potential business leads for ourselves and our clients. - Meredith Xavier, The Ligné Group
6. Instacart
Instacart is a great tool. In the past two years, the biggest thing that has helped my productivity at work is eliminating time-consuming tasks at home. Saving hours a week grocery shopping has been a huge time saver for me personally – which spills over into professional productivity. - Melissa Chang, PureB2B
7. Jira
Jira allows everyone to track not only their tasks and responsibilities to keep us honest with deadlines, but also allows us to keep a reliable paper trail for accountability purposes. While everyone is currently working from home due to current events, we are also able to easily run through ticket numbers on a daily basis to keep us all on track and updated. - Larry Gurreri, Sosemo LLC
8. Loom.ly
I love Loom.ly for scheduling social media. It has a collaborative nature in that I can invite clients to review, approve and edit posts in a really independent way, so we become true partners in a streamlined process. It's highly efficient, functional and it makes it easy to build content calendars with everyone involved. - Lynne Golodner, Your People LLC
9. Microsoft To Do
I use the Microsoft To Do app to keep all my lists organized. It's a place where I can track things that enter my busy mind and help to focus on my highest priorities. I have several different lists including books to read, movies to watch and people to contact. Following the theories of David Allen in "Getting Things Done," I try to download thoughts from my head so I am not distracted. - Nancy Marshall, Marshall Communications
10. Mixmax
Our team uses Mixmax. It's a great all-in-one email tool to share your calendar, embed polls and surveys, track emails, schedule email sequences, and automate your busywork. - Antoine Forest, Stargazer
11. Monday.com
Monday.com allows us to streamline our content and PR workflows from ideation to execution. It helps us manage tasks and projects to hit deadlines, especially in this new world of remote workers and teams. The app integrates with all our existing tools so we get more done. It keeps our teams closely aligned and empowered as everyone has a clear understanding of the deliverables and deadlines. - Michael Fox, Corberry Digital
12. Slack
Our favorite tool in our organization is Slack. Internal communication is essential for the timely and quality execution of our work. Slack was integrated with the rest of the tools, like calendars and project management tools, to allow us to stay current on all activities. We have dedicated communication channels which involve employees and clients, and this streamlines the communication faster than emails would. - Ally Spinu, USA Link System
13. Teamwork And Slack
We couldn't survive without Teamwork and Slack. We use Teamwork to keep track of who's working on what and when it's due, and we use Slack to communicate about ongoing work. There is also a Teamwork integration for Slack that enables you to assign work to team members while Slacking the assignment to them. I also just discovered Marco Polo, which helps the team share more complex ideas via video chat. - April White, Trust Relations
14. Trello
Our firm uses Trello for all our project planning. It's the core way we organize and assign and track work internally. Trello makes it really easy to customize with due dates and it integrates with almost anything you want it to. - Seth Winterer, Digital Logic
15. Voxer
Voxer is my favorite. This app is like having a walkie-talkie in your pocket, allowing you to leave recorded voice messages for staff and clients with ease. It's perfect for those times when you want to give updates or have a quick request for your team. It's more personable than an email and allows you to make and receive messages while on the go. - Adrian Falk, Believe Advertising & PR
16. Zapier
We can't live without Zapier – it connects all our favorite apps so information is seamlessly shared. Whether it's an incoming chat on our website, an update in our CRM, or a time-off request, we're able to automate many of our tasks and save hours of staff time a month. - Evan Nison, NisonCo
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763cf00435082b865d8fed911ca25df1 | https://www.forbes.com/sites/forbesagencycouncil/2020/07/17/14-big-mistakes-to-avoid-when-creating-a-press-release/ | 14 Big Mistakes To Avoid When Creating A Press Release | 14 Big Mistakes To Avoid When Creating A Press Release
Press releases are a vital part of a company's communication strategy. Despite their importance, many businesses make mistakes when it comes to creating or issuing these messages.
Sharing news through a press release is a fine line to walk. The content within it must be informative, but at the same time, it should also be newsworthy and have an easygoing tone.
Writing press releases is a skill that many people like to think they have, but the reality is that it’s harder than it looks. Here, 14 contributors to Forbes Agency Council explore some of the biggest mistakes they encounter with clients when it comes to creating and releasing their press releases.
Members share some of the biggest mistakes they've seen companies make when issuing press releases. Photos courtesy of the individual members.
1. Making It Promotional
Businesses confuse press releases with advertisements. Press releases cannot appear to be promotional. They must be newsworthy. When writing a press release, think about how to tie in with current events. For example, if you are announcing a new product or service, tie it in with the news. Right now, a service to help people deal with traumatic events like COVID-19 and ongoing protests would be newsworthy. - Nancy Marshall, Marshall Communications
2. Not Giving It The Right Angle
Everything is in the angle. A press release is about delivering information that can be turned into a story, not just any information you would read on your client's website. I always try to figure out what an editor would like to feature when reading the press release and start with a very concrete fact so the copy feels "angled." - Sarah Hamon, S2H Communication
3. Not Making It Newsworthy
Those who decide what gets published in newspapers and on websites are responsible to their audiences. If your news won't interest readers, it won't be used. So, apply the question "who cares?" to your release. Think about what the publisher needs to accomplish by using your content. Then, replace self-serving attention grabs with stories that will resonate with readers. - Scott Greggory, MadAveGroup
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Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Putting Too Much Information In
One big mistake businesses make is that they put too much information in a press release. Journalists tend to prefer quick, concise, "snackable" info without jargon, flowery words and clutter. Also, a quote from one person is recommended. - Durée Ross, Durée & Company, Inc.
5. Losing Sight Of SEO And Keyword Goals
In the rush to get news published, teams may lose sight of their search engine optimization and keyword goals. While there's an art to crafting headlines that are compelling and clickable, remember to align with your audience's search habits to ensure the right people receive the message to make the most impact. - Sarah Bird, Moz
6. Not Understanding The ‘Why’
Not understanding the "why" (the bigger story) behind the "what" (the news) is a big mistake. While you are excited about the news internally, it may not be met with the same response externally if you don't paint a bigger picture of why the news matters. Research the market, read industry reports and track competitor news to help shape a story around your announcement before you write and distribute a release. - Lindsey Groepper, BLASTmedia
7. Poor Timing
Timing is crucial for press release success, especially in today's turbulent times. While Tuesdays to Thursdays are generally the best days for press releases, with national protests these past weeks, the narrative has changed. When in doubt, don't release. It's important to take time to see how your news fits into the greater community conversation — you may risk negative press if the timing is poor. - Evan Nison, NisonCo
8. Lack Of Proactive Media Outreach
The biggest mistake is writing a press release, posting it on one of the press release distribution platforms and expecting that it will generate a plethora of high-quality coverage. Proactive media outreach with a highly-specific tailored news angle that is relevant to a particular journalist or publication is the best way to generate press coverage. - Inna Semenyuk, InnavationLabs
9. Choosing A Subpar Distribution Service
Writing the release itself is tricky and should take some time. Another mistake people make is choosing a subpar distribution service. If your goal is to obtain more eyeballs and drive traffic to your website, then you need to pay more than the $99 so many PR release sites charge. Get a reputable service that allows you to target your audience; otherwise, it is only a little more than a social media post. - Todd Maxwell, eMaximize
10. Not Resonating With The Media
The most common issue of a press release is not resonating with the media, resulting in disinterest. News should discuss something new, affect readers and be relevant to readers. Journalists are adamant about the need for those issuing and pitching news to understand their publication, beat and audience and not waste their time with press releases that do not fit their needs. - Nicole Rodrigues, NRPR Group, INC
11. Not Promoting On Your Own Channels
It is understandable to want to take a breather after getting an important press release out the door. However, the press release's success depends on its visibility. Promoting the press release through any means necessary (e.g. your own site, social media, email blast, word-of-mouth, partners, etc.) is imperative in it being prosperous. - Larry Gurreri, Sosemo LLC
12. Being Incomplete Or Useless
It's important that press releases be actually useful to the press — meaning there should be dynamic, informative firsthand quotes that journalists can pull to incorporate into their articles. Journalists should not have to reach out for more information after receiving the release — everything to complete their story should be there already. - Meredith Xavier, The Ligné Group
13. Weak Narrative Structure
One big mistake many businesses make is not knowing how to organize a press release to begin with. They either cram too much information, or information that isn't relevant, into the beginning of their release, or they have nothing but click-baity material that says nothing at the beginning. The smart way to go is having a short and concise beginning that tells the reader exactly what they need to know. - Jason Hall, FiveChannels Marketing
14. Ignoring Impact On Customers
A common mistake I see companies make with press releases is not focusing on how the end result impacted others. Oftentimes, a press release is just a one-sided story, but it's important to include the benefit your story had outside of your company, including the positive impact to the community or for a client. It is important to make sure the message isn't just centered around your own successes. - Elyse Flynn Meyer, Prism Global Marketing Solutions
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bbdebda2ecb0e732d1ecc34e47ca9e89 | https://www.forbes.com/sites/forbesagencycouncil/2020/07/20/10-well-executed-recent-ad-campaigns-with-perfect-delivery/ | 10 Well-Executed Recent Ad Campaigns With Perfect Delivery | 10 Well-Executed Recent Ad Campaigns With Perfect Delivery
In recent months, the world has been throwing plenty of curveballs at the ad industry. Between the global pandemic lockdowns and the Black Lives Matter protests, it can be confusing for an agency to determine the right tone and messaging of its campaigns. Businesses want to tap into these facets of popular culture, but to do so tactfully requires insight into the situation that many professionals lack.
In times like these, the ad industry's real geniuses come to light in the content they produce that walks this tightrope. Below, 10 experts from Forbes Agency Council talk about well-executed marketing content and strategies they've noticed in recent months and explain why these campaigns performed so well during this time of crisis.
Members share some of their favorite recent ad campaigns that really hit the mark. Photos courtesy of the individual members.
1. Nike's ‘For Once, Don’t Do It’
The recent Nike campaign, "For Once, Don’t Do It," was a powerful message for a company to send during this challenging time. Nike shared their open and honest view of where they stand on the current situation in America. It is a campaign that is on-brand, makes its followers feel united with a purpose and brings their brand into the conversation in a positive way during such a dark time. - Elyse Flynn Meyer, Prism Global Marketing Solutions
2. Amazon's COVID-19 Ad Campaign
Amazon impacted me this week. Downplaying their gains from COVID-19, their ad campaign focuses on regular Amazon workers. The ad I'm referring to is about an Amazon warehouse manager. He is a proud father and his role is making sure you get your packages. He has a son to support who sees all the Amazon vans in town that support his father's role. The ad then states that some people can only get their groceries via Amazon. The Amazon worker is a hero! - Michael Fox, Corberry Digital
3. Band-Aid's Diverse Skin Tone Bandages
Brands must thread a carefully crafted needle when communicating about social and political issues. Both silence and saying the wrong thing can hurt brand equity and customer loyalty. I thought Band-Aid’s messaging and action to produce a new line of racially diverse skin tone bandages was appropriate. Their decision to donate to Black Lives Matter was also positive. - Mary Ann O'Brien, OBI Creative
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Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Chewy's Support For Pets At Risk
Many companies are using this time to display corporate social responsibility (CSR) by giving back and supporting communities. Chewy, an e-commerce site for pets, donated more than $1.7 million in pet food and healthcare supplies to animal welfare organizations. Chewy’s donations made it possible for many shelters to save pets’ lives during the COVID-19 pandemic. - Sallie Burnett, Customer Insight Group, Inc.
5. ‘It's OK To Not Feel OK’ By HBO And NAMI
HBO partnered with NAMI, the National Alliance on Mental Illness, to create an ad campaign around the poignant message, “It’s OK to Not Feel OK.” It helps spread information about an important resource but also lets viewers know their feelings may not be “normal,” but they are OK. The message is powerful because it connects with everyone's basic desire to feel accepted. - Hannah Trivette, NUVEW Web Solutions
6. Northwestern Mutual's COVID-19 Response
Northwestern Mutual put out a message at the beginning of the COVID-19 pandemic that said (in so many words), "we are built for this moment." While so many others were anxiously hand-wringing, they exuded clarity of purpose. They admitted that they couldn't predict the future, but still expressed confidence. They also doubled-down on their commitment to clients. A rock in a storm. - Randy Shattuck, The Shattuck Group
7. Kleenex/Cottonelle's Toilet Paper Message
Kleenex/Cottonelle put out a 15-second video in March, just as consumers were learning of COVID-19 and began hoarding toilet paper. They assured consumers that the problem was being addressed through greater production, shared how they were contributing to those in need vs. simply profiting, and reminded consumers that it is not necessary to stock up on toilet paper, but rather on generosity. #shareasquare - Lori Paikin, NaviStone®
8. Ben & Jerry's Black Lives Matter Statement
Ben & Jerry's "We Must Dismantle White Supremacy" statement is very impressive. They delivered one incredible PR statement in light of Black Lives Matter that is fully in line with their core values and real, immediate action. - Kelly Samuel, Kelly Samuel
9. Jameson Whiskey's Bartender Support Message
The only effective messages from brands are ones that back up words with actions while ensuring that their message isn’t just reactive. In the early stages of the COVID-19 outbreak, it made sense for Jameson Irish Whiskey, who had always put bartenders at the center of their strategy, to use bartenders to bring their message of connection to the masses, and they backed it up by supporting USBG. - Elliott Phear, Night After Night
10. Guinness Virtual Toasts
Guinness had a great campaign — not the typical somber, violin, self-promoting COVID commercial. It's an uplifting message inspiring people to try a new kind of virtual happy hour. Don't just raise your glass, raise each other. Text your neighbor, call your grandparents. We will see you in the pub when it's safe. They complemented this ad with a $1 million donation. Fantastic! - Todd Maxwell, eMaximize
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80577e3937b42c01a3b3cf9d8d3a133d | https://www.forbes.com/sites/forbesagencycouncil/2020/07/22/four-steps-to-audit-your-true-facebook-roi/ | Four Steps To Audit Your True Facebook ROI | Four Steps To Audit Your True Facebook ROI
Josh Sample is the Founder and Operating Partner of Drive Social Media, a St. Louis and Nashville area-based digital marketing agency.
Facebook is finding itself in a truly unique position as a result of the Covid-19 pandemic. Currently, the social media behemoth is feeling the effects at both ends of the spectrum. Traffic overall has soared by 27%, use of Messenger is up 50% and, lo and behold, Gen Zers are returning to the platform.
On the other hand, small businesses — which account for the lion's share of advertisers on the platform — are the ones feeling the most immediate pressure from the fallout of the pandemic. As a result, experts like those at the World Advertising Research Center expect spending to stagnate for the first time in the company's history, predicting that Facebook's overall ad revenue will dip by about 6%, or $5.3 billion, in 2020.
Through the lens of long-term ramifications for Facebook, it's generally good news. While $5 billion is by no means a small amount of money, it's not enough to put a dent in Facebook's coat of armor. One could even make the argument that a 6% dip in revenue is a worthwhile exchange for the surge in users and adoption of alternate products like Messenger.
But as agency owners, our clients aren't Facebook — our clients are the 90 million-plus small-to-medium-sized businesses that use the platform to drive growth and outcomes. And for those businesses, an increase in users coupled with decreasing spend is resoundingly positive news. It means there's more meat on the bone that can be gobbled up for less money than ever before.
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The problem is that most businesses don't know how to truly track a return on investment from their social efforts. There may be a focus on likes, shares and followers, but those metrics don't — and never have — told the true story about ROI. Organic content that focuses on these vanity metrics is never going to be able to help you scale a return on your investment from Facebook. I've said it before: Organic is 100% dead.
The only way to truly scale your business on Facebook is through paid ads. The problem is that most social media managers have no idea what it means to use the platform to find new customers and drive ROI. Instead, most use Facebook to entertain a small fraction of their current followers with nonpaid posts and think that they're doing marketing.
Luckily, developing a funnel for ROI is simple. Start with these four steps:
Install a Facebook pixel on your website.
Most marketers know that the Facebook pixel can help show your ROI on e-commerce conversions. The pixel will allow you to track up to 17 standard actions (purchases, add to carts, page visits, donations, etc.), as well as limitless custom actions that your customers can take when they get to your website. But for businesses that utilize a brick-and-mortar location, the pixel won't tell you who is seeing your ads and subsequently purchasing in-person. That's why you need to...
Set up systems to collect customer data.
I've heard every reason under the sun as to why businesses can't collect data — from technology to employees to customer experience. But let's take a quick trip down memory lane. Remember in the '90s what it was like to swipe a credit card with a merchant? Register associates would pull out a hunk of metal so big and heavy that Wile E. Coyote could have used it in lieu of an anvil in one of his traps. They would then imprint your credit card and process your payment. And that would collect customer data. So any excuse for not gathering data on your customers in 2020 is just that — an excuse.
There are cost-effective payment processors that collect first name and last name on every swipe. After that, it's simply a matter of incentivizing your customers to give you the tertiary piece of information that you'll need to match them to a profile on Facebook — email, phone number, home address, zip code, etc. Brands with effective loyalty programs like Walgreens and Starbucks — the latter of which has 16 million active members and is used in 40% of in-store transactions — are the shining examples of how easy it can be to collect customer data.
Run paid ads to current and potential future customers.
Once you've cultivated a strong base of customer information, turn it loose on Facebook. Create a custom researcher audience from your Facebook pixel data, as well as a lookalike audience from your customer data and let your ads run for a substantial enough period of time to glean true insights. At my agency, we always run our campaigns for at least three months before we deem them successful or unsuccessful. There are differing schools of thought on run length, but give your ads at least enough time to exit the Facebook Learning Phase.
Upload an offline purchase list to Facebook Offline Events.
Once your campaign reaches its conclusion, it's time to see how your ads performed. Before you upload your customer list, make sure it's formatted to Facebook's preferences in terms of acceptable data entry. For instance, there's a multitude of ways to enter a phone number, but Facebook only accepts phone numbers in a 12345678 format (no pluses or parentheses).
Once your list is clean, upload it to Facebook Offline Events, and boom — Facebook will tell you exactly how many of your customers interacted, engaged with or clicked on your ad prior to purchasing. Simply scale your ad spend from there to scale your results. We're past the days of likes and comments and are now in a world where we can truly see a transparent return from social media. Stop using Facebook to entertain a small fraction of followers, and start using it to actually drive truly tangible and impactful results for your business.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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31feb1c2c9da3baf62020a1fd37aa2a0 | https://www.forbes.com/sites/forbesagencycouncil/2020/07/22/how-to-build-a-loyal-team-of-freelancers/?sh=686225c1d9ca | How To Build A Loyal Team Of Freelancers | How To Build A Loyal Team Of Freelancers
Greg is CEO of CareerGig, host of the Agile World podcast, and author of The Agile Consumer.
Freelancers comprise over one-third of the workforce in the United States, and their numbers will continue to grow, reaching a projected 50.9% by 2027, according to the recent Freelancing in America Survey (slide 18). This means that some of the most talented in-house workers will likely make the jump to being contractors, and attracting them to work on your projects and teams will become increasingly important.
How your company learns to adapt to this trend may determine how successfully you can attract the best talent over the next decade. In my experience leading a freelance and benefits marketplace, I've learned the pain points freelancers often face. Let’s explore a few ways that you can increase loyalty from your freelancers.
Make remote access easier.
With the onset of the Covid-19 pandemic, remote work has become a necessity in many companies. Some have adopted it more easily than others, and still others have done it so well that they have, like Twitter, decided in-office employees may never be necessary.
While remote work policies help full-time employees as well, they are vital to your relationship with outside contractors. Whether they spend some time in the office or are completely remote, making their experience seamless is key to helping them work as part of your team. Reducing this friction means it’s easier to get work done, leaving freelancers to focus on their work instead of fighting with your systems
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Freelancers can often feel disconnected as it is, but having some points of continuity means they can build rapport. When that happens, ideas flow more freely, and better work is produced.
For instance, you should encourage methods of communication and meeting that allow those who are not physically present to contribute as meaningfully as those who happen to be in the same room. This ensures that the best ideas are heard and incorporated, no matter where they might originate.
Understand and embrace that they have other work.
While some may look at the fact that freelancers work for other companies as a negative, the most successful companies embrace it. Think about it. Your freelance talent pool is gaining the most diverse experience possible. In fact, you should even encourage them to share learnings from their other projects (being respectful of nondisclosure agreements, of course).
However, this also comes with the requirement that you embrace the fact that you are not their only employer. Whether your arrangement with your freelance team is hourly or project-based, keep in mind that unless you have contracted with them for 40 hours per week, they have other clients and projects they will need to attend to. Be mindful of this when scheduling meetings and deadlines.
This doesn’t mean that contractors can’t be extremely flexible. In fact, the freelance lifestyle offers the most flexibility of any type of work, but it does mean that they might need a little more notice to shift their schedule or accommodate sudden changes to deadlines and other time-sensitive requests.
Offer perks beyond the usual pay.
One of the biggest benefits of a full-time salaried job is access to health and retirement benefits, as well as things like paid time off and other perks. Some industries, such as the technology startup arena are famous for some of their more extravagant incentives such as free catered lunches, travel stipends and more.
While the practice is not widespread, employers can choose to offer comparable benefits to freelance talent, such as access to insurance and other financial products, as well as discounts on services that self-employed individuals may need in order to do business. If you don't already, now might be the time to consider additional benefits and perks to help build a loyal network of freelancers. You may already offer additional benefits, so make sure you advertise these perks to potential talent.
Bottom Line
Keeping up with the growing numbers of freelancers and contractors in the workforce could be essential to your success. As highly talented individuals continue to make the leap to the freelance lifestyle, creating a culture and processes that allow them to do their best work will ensure you stay competitive and have the best talent on your team.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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49d52d9800d00013569c920095207194 | https://www.forbes.com/sites/forbesagencycouncil/2020/07/22/how-to-make-the-most-of-a-nontraditional-startup-community-a-founders-perspective/?sh=5b874d6549ad | How To Make The Most Of A Nontraditional Startup Community: A Founder's Perspective | How To Make The Most Of A Nontraditional Startup Community: A Founder's Perspective
Founder of InCharged, using event tech to connect audiences and brands, and LuxUVC, making medical-grade sanitizing tech available to all
Newark, New Jersey, is known for a lot of things: being home to the New Jersey Devils and the Prudential Center; the starting place for Senator Cory Booker, former presidential candidate and Newark Mayor; and travel hub, by way of Newark International Airport and proximity to New York City. It’s less known for its growing startup community, even though it has all the ingredients to make it the perfect place for any growing business.
I recently made the decision to put down roots in Newark and grow my business there. As a lifelong New Jersey resident, this wasn’t a major stretch for me, but it’s one I thought carefully about. For a young company, deciding on where to grow is a big decision. For me, it was important that I landed somewhere with a diverse, talented community and somewhere that we could get a big space without draining every dollar of revenue. Capital and clients are always important too, but with the right idea, you can attract those pieces almost anywhere.
The reception I’ve received as a small business owner in Newark has had me wondering why founders — who are usually looking for the “next big thing” — are so stuck on the same old places when it comes to growing their companies. Sure, Silicon Valley and Manhattan are great for access to VCs, but have your ever paid rent or salary there? In a city like Newark, I can attract all the people and things I need to grow without sacrificing our soul for closet-sized office space.
Founders who are considering headquartering their businesses in alternative locations actually have quite a bit to gain in nontraditional startup communities like Newark. With the right attitude and approach, these types of locations can serve as both a home base and a conduit for success. Here are some tips for founders thinking outside the hub:
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1. Be a joiner. It’s true that this is important no matter where your company lands, but for a startup founder, your network is everything. In a smaller community, clubs, councils and meetups are likely to get more attention. In Newark, I’ve become a member of the New Jersey Tech Council, and the relationships I made there landed me on a State Commission. The Newark-based groups I’ve joined are small and intimate, and they’re easy places to make real connections.
2. Learn the corporate landscape. Just because a community isn’t populated solely by techies and investors doesn’t mean there aren’t great resources for capital, contracts and contacts. In fact, in these small cities and communities, I've found that corporations are more likely to be supportive of locally based founders and companies impacting their local economies.
3. Realize that you have what they want. Places that are actively trying to grow their innovation economies are doing so for a reason. It usually has to do with job creation, taxable revenue and new talent, but it also means that they want you there. Your business might not make a ripple in an economy like New York City or Silicon Valley, but in a smaller community, it can make a wave or two. That can help open doors to new partnerships, financial benefits and even clients.
4. See beyond business. The art and culture community intersects more easily with the startup community in smaller startup-driven cities. There is less competition between creators and more collaboration, and these connections and relationships are easier to forge and maintain. Dive into this and invest in it. This can help your company grow, and it can help you grow as a founder and a human.
5. Leverage exposure. Leverage the local press. Like a community's corporate players, local press in small startup cities are more likely to take pride in hometown founders and local businesses. Their readers are craving stories like yours and might even be startup founders themselves who appreciate your hustle.
Growing a company in a nontraditional startup city is like growing a startup within a startup. The city’s gritty nature and underdog identity make you root for it with the same sense of determination that took over when you started your own business. There is a stronger sense of community among its residents, and that type of energy can push a founder forward. Combine that with a good accelerator and a healthy dose of economic development, and you have a prime location for your headquarters.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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3fc72323a17f6c862394339391495ad2 | https://www.forbes.com/sites/forbesagencycouncil/2020/07/24/actionable-strategies-in-real-time-marketing-using-sentiment-analysis/?sh=772c2874e8e0 | Actionable Strategies In Real-Time Marketing Using Sentiment Analysis | Actionable Strategies In Real-Time Marketing Using Sentiment Analysis
Digital marketer, language geek, technology lover, digital globetrotter, jazz enthusiast, salsa semihoofer, and a team player at Qode Media!
getty
If you work in a digital marketing agency, the following scenario will likely be familiar: You get a call from a stressed-out client and hear their voice shaking on the other end of the line, their words filled with anxiety. The reason for such a cataclysmic reaction: They got a one-star Google review. The Guardian warns us that “negative comments and low star ratings can make or break a company.”
Imagine this issue amplified with a retailer that sells hundreds or even thousands of products, each reviewed by customers on Google, Yelp or a social media platform. Some of those reviews may be positive, while others may be more neutral or even downright negative, as in the case above. Thousands of reviews about your products may be sitting online, waiting to be read. What can you do with this information?
Sentiment analysis may offer a solution. This allows you to collect and categorize the unstructured data available online. With sentiment analysis software, you can make sense of what your customers are saying in a way that's mathematical and based on available information. Then, you can develop actionable strategies to improve deficiencies and boost customer engagement.
What is sentiment analysis?
Sentiment analysis is a type of data processing method that selects keywords or sentences from online reviews and analyzes them for basic information. This analysis can be divided into different types to report different kinds of data. For example, a company that wants to discover the emotional response customers have to its products can use emotion detection, a type of sentiment analysis. Companies looking for information on how customers respond to specific aspects of their products may seek out aspect-based sentiment analysis.
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Sentiment analysis software uses Natural Language Processing (NLP) to examine pieces of text and automatically assess the overall feeling behind messages by customers and users, categorizing them into positive, neutral or negative. Examples of sentiment analysis tools include MonkeyLearn, IBM Watson, Clarabridge and MeaningCloud.
Benefits
Sentiment analysis takes on the challenging task of sorting through thousands of lines of data to identify common themes, sifting and categorizing information that might otherwise be nonsensical on a large scale. Other benefits include its ability to:
• Analyze data in real time. Feedback through sentiment analysis is effortless and quick and can provide you with real-time updates about how recent changes (i.e., product releases, store events, etc.) have impacted customers.
• Offer consistent insight with the use of algorithms to interpret data and return information that is analyzed across platforms.
Effectiveness
Sentiment analysis can face challenges in language interpretation. For example, some words can be used to describe both negative and positive emotions, depending on the context, sociolinguistic setting and localization. This and other complicating factors mean that the results are about 70%-80% accurate.
For example, the word "sick" may carry the more traditional meaning of “spiritually or morally sound or corrupt," but in modern slang, it may mean “cool” or “fabulous.” This polysemic quality applies to numerous terms and, therefore, most sentiment analysis tools need to be trained on topics and context.
Keeping Your Company On Track
Companies can use sentiment analysis to meet customer needs, enhance brand awareness and improve customer perception of their brand. Below are some ways to implement it.
• Monitor your brand's status.
Opinions about companies can shift radically and quickly, depending on what's happening in the world. A small scandal playing out publicly can dramatically damage a brand. Companies can use sentiment analysis to monitor their brand's status and focus PR campaigns appropriately, shifting and flexing their efforts almost as quickly as the public opinion itself.
An example is Gillette's controversial “We Believe: The Best Men Can Be” ad campaign. Whereas the traditional media made it seem like the backlash was enormous, sentiment analysis on Twitter painted a different picture, showing 48% positive reactions and less than 33% on the negative end.
• Track trends.
Tracking trends keeps companies up to date and self-aware. Trends and patterns can reveal larger problems in a product, brand, company or public perception. Tracking trends helps to identify problems early before they reach a critical stage.
• Prioritize actions.
Is it better to make the product smaller or make its screen larger for greater accessibility? Should the product be cheaper or more expensive across new iterations? Listening to customers through sentiment analysis can help your company prioritize actions that will boost engagement, raise satisfaction and convert more customers to your brand.
• Improve service.
The more you improve customer service, the more loyal your customers will be. But how can you tell whether the improvement is needed? Aspect-based sentiment analysis can parse the problems that may or may not exist in your company.
Some Tips
Knowing how to gather data and what to do with it can help you use sentiment analysis to its full advantage. Start by assigning one person or a small team within your company to be a subject matter expert on sentiment analysis. Charge them with the responsibility of researching and choosing the software and running the analysis. Alternatively, find a marketing team that will do this for you.
Once the data has been collected, send it to a committee or department for analysis. Put the committee in charge of determining the next steps after the data has been received and reviewed.
Sentiment analysis can give your company insight into the mindset of your customers. Using the information as it becomes available enables your company to implement real-time marketing strategies to become nimbler and more relevant. Customers can change their opinions quickly, and only by watching and analyzing their responses to your product and brand can you truly stay competitive and on top of the game.
There is no formula to prevent end-of-the-world calls from anxious clients who believe their businesses are doomed, but your agency or company will be better equipped to respond with a strategy in place that includes sentiment analysis as a powerful tool in your digital marketing arsenal.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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7e72c1429b36d01062907ece584155d0 | https://www.forbes.com/sites/forbesagencycouncil/2020/07/24/three-key-elements-of-an-effective-crisis-communications-plan/ | Three Key Elements Of An Effective Crisis Communications Plan | Three Key Elements Of An Effective Crisis Communications Plan
Anna Crowe is Founder and CEO of Crowe PR, a national PR agency, as well as an Amazon best-selling author, speaker and marketing professor.
getty
As a business owner or agency professional, you’re likely familiar with the concept and importance of a strategic crisis communications plan. It's designed to provide structure and guidance if (and when) a company’s reputation is at stake. And today’s landscape is a great reminder of its importance.
As the legendary Warren Buffett once noted, "It takes 20 years to build a reputation and five minutes to ruin it." Things can change internally and externally at any given moment, and your response to the challenge can make or break your reputation and future success. Prepare your business for the unknown by developing a strong communication plan that can help survive even the toughest of times. And as the saying goes, bad news can happen on weekends, holidays and when the weather is nice.
While there are various ways to approach this, below are three key elements of an effective crisis communications plan.
Anticipation Of Potential Crises And Planning Ahead
An obvious example would be the current pandemic, but crises can come in many shapes and sizes. Whether it's a product defect, a change in management, unhappy customers, an inappropriate comment from a company executive or a natural disaster, organizations will face road bumps during operations, some of which can shake the business to the core.
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Evaluate every possible scenario, and create an organized plan for each. Identify key stakeholders, and compile a list of potential questions. Then choose your spokespeople. Should your representatives need media training, be proactive and conduct media training sessions regularly so they are camera-ready at any given moment. No matter what their title is, the spokesperson should be transparent, admit accountability and avoid false optimism — you can’t put a spin on a crisis.
A Clear Communication Process
Creating that forthright internal and external-facing team can help control the conversation and ensure that you have clear and consistent messaging. This essential step of internal organization includes establishing approved messaging, forming employee communication processes and identifying the order of approaching both internal and external communications.
The communication plan is essential when considering the order of events in any given scenario. For example, you wouldn’t want your employees to learn about upcoming layoffs from the press before you have announced them internally. And employees must know to whom they should direct media queries. In retail environments, reporters often will plan to interview store managers or clerks, so it’s essential to have a communication process in place so employees know to whom they should direct queries, and they understand the talking points.
A Sense Of Urgency
Time is of the essence when dealing with a potential crisis. It’s not only what you say and who says it, but also when the message is delivered. And while you must have your messaging down, you also need to act swiftly and address issues head-on. Some situations may require a reactive statement, so use your established communication protocols to draft the statement and circulate it as planned.
It is important to evaluate your plan's effectiveness once you reach the other side of a crisis. Assess the overall damage to your business. What worked well, and what didn’t? Your crisis communications plan should be ever-evolving, so be sure to be proactive and update your communication strategy in real time. If your business is prepared for the unknown, you will have better success at navigating through difficult times and can even come out stronger in the end.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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ec86b63a15a2be84ecf0b64c005dde83 | https://www.forbes.com/sites/forbesagencycouncil/2020/07/28/15-practical-tips-for-creating-a-b2b-podcast/ | 15 Practical Tips For Creating A B2B Podcast | 15 Practical Tips For Creating A B2B Podcast
Podcasts have become the voice of a new generation. More and more, on long flights, during drives to and from work, entrepreneurs spend time listening to podcasts as a way to learn and relax. Due to this, business-to-business podcasts have become unique vehicles for interacting with other businesses and owners in the same industry.
Podcasting isn't a simple process, unfortunately. Even with a good idea of what you want to do, and an outline of topics you wish to cover, some nuances may make you miss your mark. To help, 15 associates of Forbes Agency Council share crucial advice to help those who want to embark on the quest of crafting a memorable B2B podcast.
Members offer their practical advice for launching a new B2B podcast. Photos courtesy of the individual members.
1. Strive To Be Different
Be different. Podcasting is expected to rise to more than 100 million listeners by the end of 2020, making it a critical strategy to rise above the noise by providing your prospective listeners with the knowledge that will better inform their decision-making. The more you build your podcast content around the pain points and needs of your audience, the better it will be received. - Ashlee Lange, Lotus Digital
2. Pilot Your Idea
Don't jump into producing your own podcast without first sharing your perspective as a guest on other existing podcasts. It will provide you the opportunity to test your ideas, make the content relevant and practice your audio delivery. With that experience, you can decide if a podcast, with all the time and investment, is right for you. - Jim Heininger, Dixon|James - Rebranding Experts
3. Don't Do It Alone
Business-to-business podcasts deserve professional production. While it's possible to do it yourself, it will be hard to meet the quality standard of podcasts done professionally. There is more to the process than just recording audio, especially for B2B. Marketing, SEO and message development are a few of the things that B2B podcasters must consider and would benefit greatly from. - A. Lee Judge, Content Monsta
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4. Understand Your Audience
A must-do tip when starting a B2B podcast is to understand your audience and know that B2B users are busy people who listen to podcasts while juggling multiple other tasks. That's why podcasts should follow a well-defined strategy and be simple, crisp, easy to consume, informative and of added value to users. Be sure to also continuously update your podcast in terms of content and measure for enhancement. - Elissar Hajj Zarwi, Comma Hub
5. Don't Think About The Audience
Thinking about the audience is a big mistake. Even if we have zero listeners, a podcast is a good way to connect with people who are not very easy to access or reach, like executives and CEOs. Having guests and interviews is a great way to auto-generate content. I recommend creating podcasts around wide topics not necessarily related to the company core business. - Stefano Mongardi, TheWebMate
6. Help Businesses Solve Challenges
Focus on helping businesses solve challenges. Unlike B2C podcasts, many people listening to a B2B podcast are looking for ways to do their jobs better, run their companies more efficiently, or reach their audiences in a more meaningful way. Tell stories that help your audience be more successful and learn from others' experiences, and they'll keep coming back. - Greg Kihlstrom, CareerGig
7. Establish Yourself As An Authority
A B2B podcast is indeed a very specific type of content. If you want people to listen to it, you've got to establish yourself as an authority figure and a leader in your space. Your potential listeners are looking for deep-level knowledge and expert insights, not generic tips. Finding your niche is a must-do when starting a B2B podcast. - Solomon Thimothy, OneIMS
8. Target A Specific Niche
Target a specific niche where you can appeal to the audience authentically with meaningful content. Stick to a routine. Edit seamlessly and make sure you market the podcast to reach new listeners through blogging, guest blogging, social channels and, of course, PR. - Kathleen Lucente, Red Fan Communications
9. Focus On Building New Relationships
We find podcasts to be a great opportunity to build or develop new relationships. Whenever we are trying to build a new relationship or strengthen an existing one, we use podcasts to invite people to be on the show and demonstrate their knowledge or experience. People will tend to accept these invitations because you are offering them an opportunity to shine and demonstrate their authority. - Guy Alvarez, Good2bSocial
10. Consider These Three Elements
When I started the Duke of Digital podcast, I wanted three key elements in every episode. First of all, you need a back story — something non-business related that is fun and allows people to relate with the guest instantly. Then, substance — I get right to the core questions about their expertise to provide "golden nuggets" of information. Third, time — listeners are busy, so keep it short. - Brian Meert, AdvertiseMint
11. Bring In A Variety Of Voices
In order to lure listeners away from more consumer-focused podcasts, B2B podcasts need to be equally engaging. One way to do this is by bringing in a variety of voices and allowing those voices to take the lead. Welcome a diverse array of guests, not just as interview subjects, but even as guest hosts, giving them full reign to share their candid insights and unique learnings with your listeners. - Howard Breindel, DeSantis Breindel
12. Define The ‘Why’ Of The Podcast
Define the "why." Why would someone listen? What value does it bring? As a podcast host, first determine whether the podcast will be in an interview format or you will be the star of the show. Also ask yourself, "Is this a place for listeners to gather perspective, or is it a place for more tactical, actionable insights?" Finally, ask yourself who will benefit. Without defining the above, your podcast will only be more noise in the market. - Lindsey Groepper, BLASTmedia
13. Keep Your Podcasts Brief
Keep your podcasts brief. Ask yourself, "How much value can I bring in the shortest amount of time?" Your listeners are overloaded with information, and they're searching for the nuggets of gold in a sea of digital noise. To do this, plan your podcasts for going no longer than 20-30 minutes. Then, monitor how much value you are delivering per minute. Grow this ratio, and your audience will grow. - Benjamin Collins, Laughing Samurai
14. Make It Fast-Paced And Entertaining
B2B doesn't mean "boring-to-bored." You still have to make it fast-paced and entertaining — in addition to substantive and relevant to your B2B audience. Many B2B podcasters think it's OK to be dry as dust because of the sometimes arcane subject matter. Just the opposite is true. - Scott Baradell, Idea Grove
15. Be Careful Not To Niche Down
B2B podcasts have a bigger challenge in retaining their audience as their interest may be work-related and listeners may dip in and out more so than audiences who come for entertainment or hobby-related interests. The key is to follow the stats whilst ensuring you don't inadvertently niche down into a micro topic, which alienates other aspects that may appeal to a wider audience base. - Dean Seddon, Maverrik
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dc2969b2089506f00323d3102cc08e78 | https://www.forbes.com/sites/forbesagencycouncil/2020/07/28/how-to-talk-about-sensitive-subjects-at-work/?sh=67c1ea41226d | How To Talk About Sensitive Subjects At Work | How To Talk About Sensitive Subjects At Work
Carey Kirkpatrick is CEO & Founder of CKP, a Texas-based agency serving clients through an integrated communications approach.
The consumer is critical to the success of every business. What they think about you can make or break your operations. So it’s no surprise that when most people think about integrated marketing and brand reputation, external communications is the first thing that comes to mind.
Just as important, however, is internal communications. Your team is your closest cohort of brand advocates. Their word-of-mouth endorsements can support business growth and talent acquisition. Internal communication is an important part of brand reputation, and facilitating open dialogue with your team is part of that practice.
Current events can infiltrate dialogue in the workplace and affect morale, productivity and connection, especially if you have a diverse team with different backgrounds and schools of thought. Effective internal communication affords you the opportunity to establish and reinforce your brand’s culture and keep your team informed, engaged and committed — especially during uncertainty and crisis. Providing a platform for healthy feedback, debate and discussion helps your team feel valued.
The last few months have seen a flurry of global issues — the Covid-19 pandemic, racial protests and a strong political divide as elections near. These aren’t local or temporary concerns. The country is engaging in a meaningful dialogue about long-term issues that demand systemwide attention and effort. That includes American workplaces. No one operates in a vacuum.
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Nurturing creativity requires sensitivity. People produce their best work when tensions are dissipated and challenges are solved swiftly and with a sensible and transparent approach. In building and nurturing my own team, I’ve learned that predicting moments of instability meant I could be proactive in solving bottlenecks to inspire award-winning work. It was about prolonging moments of positive productivity and shortening times of friction.
Having these conversations can be intimidating, but it's important to be proactive in leading conversations regardless of how difficult or uncomfortable they might be. Keep in mind that while these conversations ultimately benefit the entire team, some subjects can place a higher burden on certain workers for whom the issues hit closer to home. Below are some guidelines to help you along the way.
Why is it important to discuss issues at work?
• Engaging in structured conversations with clear ground rules provides a safe space for you and your team to talk about delicate issues, regardless of the subject. Avoiding sensitive topics can stress employees and erode trust.
• Engaging in conversation about sensitive issues gives the entire team an opportunity to express opinions and hear the perspectives of others, which in turn can build better understanding and lead to increased trust.
• Quite simply, having open conversation leads to a healthier, more open workplace where the team can be more invested in each other and your mission.
How do you address sensitive topics with employees?
• Take time to educate yourself and your managers on the subject.
• Acknowledge feelings, and give your team and co-workers room to express their feelings if they feel comfortable doing so. Don’t pressure sharing — it’s not required. Often when people don’t speak, it’s because they’re listening.
• Establish internal protocols to address and discuss when sensitive issues come into the workplace, whether internally or externally. These protocols could include structured meetings with leadership, anticipating employee concerns, studying the responses of peers and competitors, and measuring your potential solutions against your brand promise and company values.
How do peers converse with each other about sensitive subjects in the office? How do you handle conflicting opinions in the workplace?
• Conflict in the workplace is inevitable, whether you’re talking about highly sensitive issues or something completely inconsequential.
• It’s important to address conflict instead of avoiding it because ultimately you want a healthy work environment that promotes trust among co-workers.
• Create ground rules for engagement that help everyone understand what’s OK and what’s off-limits.
What are some suggested ground rules for engaging in sensitive conversations?
• Consider applying structure to conversations. There are many ways to do this. At its essence, adding structure means clarifying expectations by clearly outlining how the discussion will take place. This will enable your team to know when it’s appropriate to listen, when they will have the opportunity to give feedback and express their views, and how the issue will be solved. Your agenda could start with explaining the opportunity, outlining possible approaches, opening up for discussion, getting consensus and allowing time to communicate a resolution.
• Agree at the outset about the reason for discussion and the goals you hope to work toward.
• Listen carefully and actively.
• Keep tone and energy in check.
• Identify points of agreement and disagreement, and work together to resolve them.
• Have mechanisms in place for “agreeing to disagree” and exiting conversations.
• Follow through on the commitments made, and build on successes.
What are some common mistakes to avoid when having conversations about sensitive subjects?
• Don’t shoot from the hip. Avoid impulsive or emotional responses or approaches to avoid unintended consequences. Consider different points of view and outcomes to help steer in the right direction.
• Don’t make promises you can’t keep. Be transparent and open, and don’t commit yourself or your company to something you cannot implement.
• Don’t operate in a vacuum or act monolithically. Take time to learn about and understand the issue from a variety of points of view, whether that’s through reading, watching or listening, so you have as full of an understanding as possible.
• Understand that there’s no one-size-fits-all approach and that sensitive issues have nuances that require thoughtful attention and meaningful action that isn’t always easy or clear cut.
• Use core communications best practices to make sure whatever you say or do is thoughtful and authentic.
Sometimes your efforts to nurture an environment for healthy dialogue and discussion can fail if tempers flare or if you reach an impasse. As a leader, know when it’s time to exit a conversation before irreparable damage is done, making plans to resume dialogue at a later date.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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4f094879c96f3debed61e7e1a1363634 | https://www.forbes.com/sites/forbesagencycouncil/2020/07/31/13-things-to-remember-when-engaging-with-an-influencer/ | 13 Things To Remember When Engaging With An Influencer | 13 Things To Remember When Engaging With An Influencer
It's no secret that influencer marketing has taken the industry by storm. Most brands that want to make a name for themselves on social media have partnered with an influencer that appeals to their goals.
However, companies need to make sure they pick the right influencer for their brand. To this end, they need to do their due diligence and carefully research the influencer, including their previous work, their followers and engagement levels. All it takes for a brand to ruin all that hard work is for their influencer to be outed doing something socially unacceptable by an outraged mob.
To help, 13 experts from Forbes Agency Council dive into the list of essential things any company should remember when engaging new influencers as brand ambassadors.
Members share their best strategies for engaging with influencers. Photos courtesy of the individual members.
1. Make Sure Your Brands Align
Alignment of the influencer brand to your brand is key. Look beyond followers and social engagement. Make sure that the influencer and your brand are a natural fit and align. Would this person truly use your product or service? Being genuine will come across and yield better results than more followers that won't engage. Align, align, align. - Andre Filip, ELA Advertising
2. Look For Shared Values
One of the most important aspects of identifying and engaging with an influencer partner is having shared values. By identifying a like-minded influencer, you’re more likely to achieve an authentic representation of your brand and genuinely engage with their followers due to on-brand messaging and tone of voice, as well as passion displayed from your influencer partner. - Tripp Donnelly, REQ
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3. Lean Into Their Experience
Remember that influencers understand their audience better than anyone else. To maximize the value of your influencer partnership, lean into that expertise and let the influencer portray your product or brand in a way that they know will drive engagement. Your creative brief should be a guideline for the influencer to develop content, not set in stone. - Aliza Freud, SheSpeaks, Inc.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Ensure An Authentic Connection
When identifying and sourcing people of influence on behalf of our client partners, our agency always ensures that there is an authentic connection between the talent and the brand. Without a true interconnection, we feel the consumer can "read between the lines" and the fans or followers of the influencer will not engage with the content. - Joey Hodges, Demonstrate
5. Follow These Three Practical Tips
First, don’t fall in love with a big name. Smaller microinfluencers will be more cost-effective and often deliver better results. Second, the influencer doesn’t have to be your target, but their audience does. Make sure the influencer audience matches your target consumer. And third, be extremely clear about expectations — from content deliverables to performance. - Danielle Wiley, Sway Group
6. Be Honest About Your Objectives
Before you start, be clear and honest about your objectives and your criteria for choosing a certain influencer: reach, authenticity, creativity, brand fit, passion. Remember that you can buy reach, but not necessarily relevance. Most importantly, find the right match! If you're a family vacation brand, you want to make sure that your influencer isn't mainly about parties, drinks and going wild. - Lars Voedisch, PRecious Communications
7. Check For Meaningful Engagement
First, check that they have meaningful engagement with their followers in addition to the number of followers you're seeking. Also, ensure that your brand aligns with all of their posts and takes on issues. Next, make sure you have something special to offer the influencer that will interest him or her. Finally, connect to see whether there is mutual interest in sharing information, stories, etc. - April White, Trust Relations
8. Be Clear About The Business Opportunity
My top tip to remember when reaching out and engaging with an influencer is to be clear about the business opportunity you have to offer early on. Ensure the influencer aligns with your brand, and when reaching out for partnership, be clear and concise about the value proposition you offer. - Jonathan Durante, Expandify Marketing Inc
9. Check For Fake Followers
Check for fake followers. There are a handful of apps that can show you metrics on this, too. It's usually a dead giveaway if their engagement rate is less than 2%. Do they have 100K followers and five comments on each post? Was there a sharp increase of 5K followers one day, and a steady decline ever since? If they buy their audience, what will they do for you? - Kelly Samuel, Kelly Samuel
10. Find Influencers Who Use Your Product
Try to find influencers who already use your product or service. This way, all the questions on whether or not your values align and whether they are the right fit get answered automatically. It's an ideal situation, of course, but if you have such an opportunity, don't hesitate to leverage it. - Solomon Thimothy, OneIMS
11. Analyze Their Past Content
Analyze the type of content they’ve shared in the past and how professional their posts and communications are with their audience. It helps to see if they’ve shared similar content in the past, how it performed and what they had to say about it. - Kathleen Lucente, Red Fan Communications
12. Look Beyond The Numbers
Many people focus on the number of followers and don't consider microinfluencers. Especially in the business-to-business space, niche influencers are, generally speaking, the best option. Sometimes it is better and most cost-effective to hire 10 microinfluencers instead of a big one. - Stefano Mongardi, TheWebMate
13. Consider Meme And Motivational Accounts
Instead of influencers, you should collaborate with meme and motivational accounts. Firstly, they have a way better post reach than influencers. You can create a good piece of content and get it viral using those accounts, resulting in a much better ROI. Secondly, they are way cheaper — for the price of one influencer you can probably get four or five such accounts to promote your content. - Vishal Jain, Sunshy Group Of Companies
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1620ecb1909d20b17e96a8d7ef27cfa6 | https://www.forbes.com/sites/forbesagencycouncil/2020/07/31/corporate-social-responsibility-consumers-will-remember-companies-that-led-in-2020/?sh=2b90a396eb65 | Corporate Social Responsibility: Consumers Will Remember Companies That Led In 2020 | Corporate Social Responsibility: Consumers Will Remember Companies That Led In 2020
Karen B. Moore is founder and CEO of Moore, a nationally ranked integrated communications and public affairs firm.
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The impact of coronavirus, along with economic, social and political upheaval across the U.S., is ushering in a new era for corporate social responsibility (CSR). CSR has been evolving over the last decade, but current events are bringing about rapid change and heightened consumer expectations. Audiences have long demanded that companies contribute to the greater good through their business practices and by leveraging their influence. As millions of Americans now face the everyday impacts of economic decline and uncertainty, many are looking to companies to foster solutions.
Recent calls for racial justice are further proof that CSR must be ingrained into every level of your business. Consumers and employees see through platitudes and hold companies accountable when their stated values and actions do not align. As a result, companies are listening and doing more than issuing statements by examining their hiring practices for diversity and inclusion.
The current climate also presents challenges as many businesses fight for survival, but CSR can be an important part of recovery. CSR can power profitability because people will appreciate and remember companies that stepped up to lead in 2020 and beyond. As CEO and founder of a company constantly improving its own CSR, I’ve found there are three important characteristics of a successful and impactful CSR business model.
Act as a problem-solver.
CSR in 2020 requires companies to think more broadly about their impact. We’ve all seen — and probably participated in — volunteer days when employees gathered to build a house or serve meals at a local shelter. These projects are wonderful, but CSR requires taking these efforts up a level and asking, for example, how we can have an even greater long-term impact on generational poverty, affordable housing and hunger.
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For example, given that my company is headquartered near the zip code with the highest levels of poverty in our state, we’ve chosen to focus on fighting child hunger. We’ve delivered more than 20,000 meals in our own backyard and across the country. As financial and volunteer support continues, we will power a mobile food truck-style system to deliver free meals while recruiting like-minded businesses and organizations to partner with us.
CSR can’t be about checking a box. Audiences are raising the bar in what they expect from corporations, and they should. Businesses have the expertise and resources needed to create meaningful change.
Be authentic and transparent.
Now is the time to turn inward and examine your brand and values and their alignment with CSR. Remember: A brand is not a logo or an identity, but rather, a gut feeling that someone has about you. If your brand and CSR are not in alignment, you run the risk of alienating audiences and undermining brand trust. CSR must be aligned to your mission and vision and ultimately embedded in your DNA.
A recent study defined authenticity as “recognizing and believing that an act is derived from sincerely caring for others, rather than deriving from duty or responsibility.” Consumers are doing their research and looking for companies that walk the talk. It is important to consumers that they support businesses that reflect their own values.
Many large companies create CSR and sustainability reports, and more investors are using this information to direct their investment strategies. Companies must dedicate themselves to CSR and measure and report their efforts to build trust with customers, clients, investors and the public. It is not about supporting a specific event or program, but using the time, talent and treasure to achieve systemic positive change.
Encourage employee-led engagement.
Many organizations state their dedication to a culture that values and empowers employees. Your employees, then, must be an important part of CSR. I recommend regularly polling employees to identify issues that are important to them and examining which of those issues align with corporate values and opportunities to have significant impact.
Businesses can build trust with employees, particularly millennials and Generation Z, through CSR. Younger employees remain suspicious businesses’ statements about making a positive impact on society, according to findings published in the Deloitte Global Millennial Survey 2019. Nevertheless, employees want to work for companies that take a stance on important issues. This, of course, means that CSR is a valuable recruitment tool. Employees want you to give them opportunities to make a difference, not only for the company, but for communities.
As CSR continues to evolve, we’re seeing consumers demand more action, authenticity, transparency and measurable impact. This year, with all of the challenges it presents, gives businesses like yours the opportunity to step forward with solutions that make a tangible difference for people who are struggling.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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cea0611bf786169c0b576c5020a6e20f | https://www.forbes.com/sites/forbesagencycouncil/2020/08/06/benefits-of-seo-for-businesses/?sh=26070d7ba2b7 | Benefits Of SEO For Businesses | Benefits Of SEO For Businesses
Charles Kim is COO and Co-Founder of Executive Digital.
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Successful businesses are keeping a stronghold on their markets by realizing the importance of digital marketing.
The foundation of all online marketing is search engine optimization (SEO). Billions of searches on Google every day have compelled businesses to compete in the race for organic traffic.
SEO For Small Businesses
As a business owner, you have to take into account the nuances of your industry and adjust the SEO strategy to your unique consumer. SEO bridges a gap between how consumers see public businesses and how businesses see their consumers. Good SEO will simplify industry jargon in order to capture organic traffic as people use the web on their own terms.
SEO Best Practices
1. Starting Your Keyword Research
Keyword research is the process of finding out the monetary value, popularity and specific wording of any phrase.
The only real way to know exactly what consumers are typing in their online searches is by using a keyword tool. A common search engine is a type of keyword tool and should be utilized for initial research.
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Start by coming up with your own keywords. List out keywords and phrases that you believe represent your brand.
Next, you’ll want to verify your research. The list of words you come up with must then be used within a search engine. See what the web has to show for each of the words. Your objective is to evaluate each keyword to learn about how it can be used in your marketing.
Researching keywords that are relevant to your products and services is crucial to driving quality traffic to your website. Various tools will allow you to see what terms people are searching for that are associated with your own keyword ideas and the volume of monthly searches that are being performed, as well as the competition level.
Finally, practice the process of elimination. Start with eliminating any words that are too competitive for your brand to actually use. Competitive keywords are those that other brands are not only using, but thriving with. You can use any keyword that exists, but a phrase that your competitor already ranks for likely won’t work well for you.
2. Doing Competitor Research
Best SEO practices include a thorough analysis of your competitors.
You might find that, though there are no identical brands located directly in your area, one larger and miles away from you is taking your online traffic. Having a deep understanding of your competitors gives you a strategic point of view regarding your local market. Your competitors have a substantial influence, and what they do or don’t do gives or takes away from your market opportunities.
Here’s why you want competitor research to be part of your SEO development:
• Finding new strategies: Interestingly, what your competitors do to achieve great SEO can be duplicated to produce success for yourself. You don’t need to copy what others are doing entirely, but knowing how others are using their SEO tells you about what does or doesn’t work for your market.
• Securing your differentiation: You’ll find it impossible to make a standout statement if you incidentally rehash what your competitors are saying. A detailed understanding of your market gives you the data you need to differentiate yourself. Consumers are attracted to differences, and search technology can also tell if you’re the original or an impostor. You can use competitor research to make your SEO strategy as unique as possible.
3. Developing Your Content Strategy
Basic SEO relies on content. Don’t be lured in by marketing agencies that sell SEO services without any framework for content creation. You don’t need to produce long pages of content to appease your readers. Content, as it relates to SEO, is what we use to complete the process of search engine optimization.
Every SEO process starts with search engines first collecting data about your website and, thus, about your business. The keywords that you’ve decided on, based on the prior steps, are what search engines should find. Your challenge when creating content is to form a strategy that enables your message to optimize the keywords that you’ve selected.
Here are some tips to keep in mind when building your content:
• Know your audience: After you’ve collected your keywords, your next step is to construct ideas that immediately get to the core of what your consumer needs.
• Be concise: Being strategic about the topics that you cover in your content can help you to be concise and straight to the point. Try to also edit for fewer words, outline your key ideas, and stay intimate with your leads.
4. Moving To Sitemaps And On-Site SEO
The technical aspects of SEO call for you to implement an SEO strategy into the physical structure of your website. A sitemap, for example, is an ideal place to position all of your keywords, but you must do it in a way that makes sense for the format of your website. A sitemap is a navigation tool for visitors and is used by search engines to see your pages as a cohesive whole.
Your next step is to input your on-site SEO into:
• Headlines and tags: When searching a website for its keywords, search engines first find any existing headlines. Headlines are important areas for keywords because both the consumer and the search engines will read them.
• Anchor links and URLs: You can also expand your keyword use by organizing your site’s URLs. You've likely come across optimized URLs before; they use statements like “/your-awesome-guide-to-SEO.” When building the right URL, you want to avoid readouts like “/4632LKj763.” Nothing is left unscanned when your website is analyzed for keywords. Your brand can certainly lose its rank if your URLs aren't optimized with relevant phrases.
If you investigate and give some of these SEO strategies a try, you will find success in generating more organic traffic to your website.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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