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Tricky PR & Marketing Concepts Explained in 140 Characters or Less

In an age when brevity reigns supreme and the race for attention span is increasingly heated, straightforward lingo is appreciated and sought-after. In this spirit, I’ve broken down some common and often misunderstood PR and marketing concepts, Twitter-style. Here’s a peek into the industry using 140 characters or less:   What is Public Relations?  PR gets other people talking about and validating your business, namely journalists, influencers and people with authority in your industry.  What’s the Difference Between Public Relations and Publicity?  Publicity is just about securing media. PR relies on media and other third-party channels to build relationships, influence and authority.   What’s the Difference Between Public Relations and Advertising?   Advertising uses a controlled message via a paid channel, while PR is earned through third-party validation, often in the...

Your FAQ Web Page is More Valuable Than you Think

At first glance, a frequently asked questions (FAQ) web page might not seem like anything special. It may pale in comparison to your flashier service or product pages. But what FAQ pages lack in glamour, they make up for in value. Although you might know your industry inside and out, a potential customer likely does not. A well-structured and easily accessible FAQ page can help you communicate product instructions, clarify complex processes, dispel myths and much more. In addition to supporting customer service in this manner, FAQs can play a role in lead nurturing, SEO and social media, among other tried-and-true marketing tactics. Some business’ FAQ pages are buried on their site, only found through a maze of links – and how is that helping anyone? FAQs...

As a business owner, you’ve probably felt the pressure to be on Instagram. After all, it seems like everyone and their moms are on Instagram these days – why shouldn’t your business be, too? Instagram is among the most popular social platforms (more than one billion – that’s right, with a “B” – active accounts every month) and it is becoming a hub for companies in the B2B sector. For instance, Oracle – a company developing computer software and data management tools for businesses – has a vibrant Instagram profile, with on-brand illustrations and engaging employee profiles. They’ve attracted 215k followers on the platform. Or, scroll through tech-giant IBM’s profile to find color-coordinated graphics, daily business inspiration and amazing throwback posts (the company has been around for...

Build Brand Trust

Who do you turn to for reliable information? What organizations do you view as credible? Who – or what – do you trust? Turns out, these questions are becoming harder for Americans to answer. As Pew Research found in 2019, “three-quarters of Americans say their fellow citizens’ trust in the federal government is shrinking and 64% believe that about other peoples’ trust in each other.” These low levels of trust have far-reaching implications for our culture, especially in the business world, where building and maintaining trust with clients directly impacts the bottom line. Establishing your business as a trusted, credible brand is an ongoing process and a team effort. Your marketing, frequently the first brand communication a potential customer encounters, is a key place to lay the...

ways to repurpose a case study

Case studies are among the most popular marketing tools. They’re able to communicate the value of a business’ products or offerings through hard data, direct quotes and compelling customer experiences. Best of all, they’re useful, evergreen pieces of content. Unfortunately, case studies are often promoted on a website once, handed to the sales team as collateral and forgotten only weeks (or worse, days) after their initial release. Here are a few key ways to extend the life of your case study and ensure this invaluable content reaches a wider audience. Distill the Key Points in a Blog Not everyone is going to read your case study from beginning to end (even if it’s short). A brief blog quickly explains the key points, engaging with potential customers who are...

Cause marketing: how your brand can stand out, inspire action and make a difference

Want to give back to your community as a company? Rally your network around an issue? Connect with others through a common charitable goal? If you answered “yes” to any of these, you may want explore cause marketing as an effective way to get your message out, attract quality leads, boost engagement – and do good in the process. With cause marketing, you can align your brand with a cause or issue to achieve both profitable and social benefits. This approach can speak to like-minded supporters – potentially converting them into lifelong brand loyalists – improve employee morale and set you apart from the competition. After all, according to the Blackbaud Foundation, 85% of consumers expect companies to do more than make a profit, but to also...

How to Increase the Effectiveness of B2B Email Newsletters

Email marketing can be a highly effective tactic for building brand awareness and generating leads. In the B2B world, email enables companies to create consistent touchpoints with their target audiences and strategically filter prospects through a sales funnel – all while tracking engagement and ROI. However, not all email initiatives are successful. The effort can also annoy your customer base, lead hot prospects to unsubscribe and diminish your credibility or brand value. While there are numerous ways B2B companies can utilize email, a newsletter is generally a great place to start. It serves as a platform for increasing education and thought leadership while including a subtler, softer sales message (which means people will look forward to receiving your newsletter because it’s not just a blanket sales...

Brand voice

You have a unique way of communicating. Your voice is different from anyone else’s – and you tell your personal story best. The same should be said for your business. A business’s brand voice is a critical aspect of its public-facing persona. It is: How your company communicates with its audience. A piece of how your company is perceived and the experience it provides. The vocabulary, the tone and attitude in all your written content. Part of what makes your company stand out among competitors. A way to enrich your company identity. Whether your brand voice is authoritative and formal or casual and warm, a strong brand voice should reverberate across your marketing communications. Without a consistent brand voice, your company can easily end up with a disconnected...

We are all about getting creative at the drawing board. And we know campaigns that speak to the emotions or employ a bit of tongue-in-cheek humor are often effective in attracting – and keeping – the attention of your company’s key audience. But it’s also imperative to make a strong distinction between being creative in how we get our audience’s attention and simply being offensive. Take for instance the notorious 2017 Pepsi commercial featuring model and reality-TV star, Kendall Jenner. You can view the video here. Pepsi obviously wanted to appeal to politically inclined Millennials – and used a protest as the setting. Jenner is at a photoshoot nearby, and she’s enthusiastically invited to join the throng of protesters (a diverse crowd of smiling, young, attractive...

To say the cannabis industry is booming is an understatement. Few industries in recent memory have taken off with the same energy – the legal market is expected to hit a whopping $66.3 billion by 2025. While there are plenty of plant-facing, consumer businesses with a ton of potential, there are even more ancillary businesses vital for making the industry’s sustainable and long-term growth possible. With this crowded playing field comes steep competition, though: how can professional services, technology companies and manufacturers serving the cannabis industry stand out? As more states legalize cannabis, there’s no better time than now to establish market dominance. That’s where thoughtful and targeted marketing and PR makes an enormous impact. Use Social Media – But Use it the Right Way Social media is...