Archives: Marketing

Top 3 Marketing/PR trends for 2014 Posted December 24, 2013 by Lisa Strickland | Marketing | 0 Comments

Content is still king And there’s no sign of that changing anytime soon. Why? Social platforms are crying out to be fed – all day, every day, ad infinitum. Smart marketers know that posting useful, interesting and entertaining content is one of the most effective ways of connecting with customers.

Tell your story Crisp, relevant content is a company’s greatest asset. If you want to become part of the social conversation, don’t overlook the importance of storytelling. The goal is to share information that appeals to the reader’s emotions; by so doing, you set the stage for others to tell your brand story. And what’s more credible – you tooting your own horn or engaged customers tooting it for you?

Integrate Finally, companies are starting to realize that marketing and public relations are not entirely two separate entities. The concept of marketing vs. promotions has been replaced with integrated marketing communications. Consider it a broader, more inclusive means of communication between the company and the consumer. It’s a cooperative process through which relationships with customers and stakeholders are built and maintained via consistent messaging and conversation.

In an increasingly competitive marketplace, companies that embrace a range of communications tools are most likely to achieve their marketing and public relations objectives.

It’s a jungle out there. Plan your marketing and promotional campaigns wisely – and you’ll survive.

A Consultant’s Act of Contrition Posted June 20, 2012 by Lisa Strickland | Marketing, Social Media | 0 Comments

Forgive me Google, for I have sinned. I’ve broken the first rule of social media marketing.

Thou shalt show up.

It has been eons since my last blog post.

Does it matter that I’ve been busy helping clients with their marketing?  That I much prefer living my life to taking a moment to post something of value for others to read? By the time I get around to even thinking about showing up, the moment has already passed.

I stand before you, accused. I confess to having relegated showing up to the bottom of the heap of priorities.

Google, I am heartily sorry for neglecting my website. In choosing not to show up, I have positioned myself as a Do as I say, not as I do type of consultant. I firmly resolve, with your help, to show up more often and to avoid whatever leads me to sin.

I’m not making any promises, but I’ll try.

Uh-oh. I’m Afraid Of My Cell Phone. Posted July 05, 2011 by Lisa Strickland | Marketing | 0 Comments

Yesterday, I replaced my old cell phone (which pre-dated the Magna Carta) with an iPhone prototype. Because my new phone isn’t quite as rugged as the old one, I find myself being ever so careful with it.

I worry that I’ll drop it. I go to great lengths to make sure the phone is in a safe place in my purse. I carefully remove it from its leather sleeve. It’s ridiculous. If you could see the way I handle this phone, you’d think it was an explosive device.

The truth is, I’m afraid of my cell phone. Not “afraid” as in “My phone is telling me to do bad things”—but afraid I’ll do something stupid like send an asinine text message meant for a friend to all of my business contacts, instead. Wouldn’t that be a big ha-ha?

Whatever. I’ll master the technology and my android-phobia will pass.

When did making a phone call get so complicated?

Four Ways To Increase Traffic To Your Website Posted May 16, 2011 by Lisa Strickland | Marketing, Social Media | 0 Comments

Want to increase traffic to your website?

Of course you do. But if you think a website is all you need to create a “traffic jam,” then it’s time to get your head out of the sand.

An electronic billboard alone won’t attract search engines and visitors to your site.

You have to develop a Web presence.

Start with a quick Web presence analysis. In other words, go online and pretend you’re a customer searching for your company.

• Is your website easy to find or is it hidden at the bottom of the search engine heap? Note: entering your company name as a search term doesn’t count.

• Next, compare your website to the competition. Would a customer perceive your company as more (or less?) credible than others in your field?

Chances are, there are aspects of your online marketing in need of improvement.

Here’s how you can increase traffic to your website and begin to develop a Web presence.

Make friends with the search engines

• Register your business with online directories and/or create online profiles with Google, Yahoo! and MSN.  This helps you get noticed by the Big 3.
• Never underestimate the long arm of a press release. Issue one through a service like PRWEB. That is, assuming you have something newsworthy to announce.

Power-up your copy

• Make sure your copy is keyword-rich. But don’t go overboard. Copy that’s too keyword-dense reads like an infomercial. Plus, search engines view that as keyword spamming. Not a good credibility-builder.
• Copy should emphasize the benefits of doing business with you, not just the features of your product or company. Successful online marketing demands fresh, persuasive writing. Hire a copywriter. DIY copy doesn’t get results.

Write a blog

• Most blogs feature relevant content that’s frequently updated. Or cheeky comments like you’ll find on BRAVA Rules. Search engines like blogs because of the regular influx of new content.
• BLOG stands for “Better Listings On Google.” Not sure who first came up with that acronym, but it’s worth remembering.
• A blog facilitates conversation, link building and re-posting of your content by others. Unfortunately, it also invites spammers and content thieves.
• Leave comments on other blogs. This enhances your Web presence.
• Share your expertise. Learn something new from bloggers in your industry. But don’t leave comments just so you can include a link back to your site. That’s one of the oldest tricks in the book. And the fastest way to attain the status of online pariah.

Be sociable

• Start building relationships with customers and others in your industry via social media. Be supportive, conversational and find ways to add value to the community.
• Call attention to your website/blog through social networking sites. You can auto-submit to a gazillion sites at once through a service such as onlywire.com.

Want to start making your company more competitive online? Contact us at bizdev@bravacreativegroup.com.

What techniques have you used to increase site traffic? Please – share your thoughts with the rest of the class.

 

 

 

Seven Dos and Don’ts of Social Media Marketing Posted March 24, 2011 by Lisa Strickland | Marketing, Social Media | 0 Comments

Taking your brand “social” is one of the best ways to drive traffic to your website and customers to your business. Here’s how to maximize your use of social media and build customer relationships.

Don’t be pushy.
Social media is a conversation, not a launch pad for your discount coupons or promotional blasts. Bring value to your online interactions by sharing relevant and useful information. If you do nothing but toot your own horn – people stop listening. In real-life, you’d be considered a crashing bore.

Choose the best mix of communication vehicles for your audience.
Find out where your market congregates online. Assuming that “everyone” is on Facebook is lame. Enable opt-in communication and let recipients choose the format and frequency with which they receive your information. All communication should direct the reader to one place where more information can be found. (Hint – it’s called a dedicated Web page).

Don’t flood the social media space with too many messages.
Unless you’re reporting breaking news, hourly tweets aren’t necessary. Ditto for sending the same message out via multiple channels (i.e., Twitter, LinkedIn, or your blog). Nobody wants to see the same message popping up at every turn. It’s annoying.

Make sure your posts are well written and interesting to read.
Fresh, original copy conveys your brand’s personality and keeps the reader engaged. Hire a copywriter to manage your social media content.

Don’t post personal details. Ever.
What you ate for lunch is of no interest to the world (unless the place where you had lunch is offering a stupendous deal that hasn’t been announced yet). Now that’s a different story.

Don’t collect fans. That means don’t “friend” everyone on Facebook, don’t “follow” everyone on Twitter. Be discriminating. Think of the implications for your business. Your goal is to have a following that matches your target market, not hordes of people who have no interest in your company.

Show up regularly – on time and on target.
How are you going to get to know your audience if you only communicate with them once every blue moon? Social media requires regular postings, tactical content and prompt responses to comments or questions.

Did you find this article helpful? What dos and don’ts would you add to the list? I’d love to hear your comments.