|Posted on August 22, 2018 at 5:25 PM||comments (0)|
If you have been in business for even a short while, the chances are that you have collected a number of email addresses from people who are interested in your product or service. This is gold! These are people who are interested in what you offer. In other words, they’re a ‘warm lead’. So you need to nurture them by offering nuggets of your expertise in regular email newsletters. This will help you hang on to them for the long term and eventually turn them into ‘ambassadors’ for your brand who will share your message with their networks.
Email will allow you to engage your network in a two way conversation. You can inform them when new products are available or drive traffic to your website when a new blog has been posted.
And, unlike social media platforms such as Google or Facebook, your email list offers stability. Social media networks may change their algorithms and negatively impact the reach of your communications. Suddenly you may not be able to reach as much of your audience as you used to. You own your email contacts. Social media platforms used to reach potential customers own the audience and can take it away from you at any time.
So, protect yourself from the volatility of search algorithms on social platforms and ensure that a higher number of engaged audience members view your content on a consistent basis. Take every opportunity possible to ask people that interact with your business to provide an email address and keep growing your email list.
|Posted on July 13, 2018 at 12:05 AM||comments (0)|
Today, my congratulations go out to Stephen Crawford. Stephen has just been sworn in as Oakville’s new MPP. Having worked with Stephen, as his campaign manager, for more than a year from his nomination campaign to the general election I know that he is going to do an amazing job representing the people of Oakville and Ontario at Queen’s Park.
Over the past year, I have been impressed with Stephen’s work ethic and willingness to listen to people’s concerns. Equally impressive is his ability to listen to advice and build consensus. This allowed us to break new ground during our year long election campaign and try things that have never been done in Oakville before, such as the development of one of the most comprehensive campaign communications strategies I’ve had the privilege of working with.
Communicating Stephen’s message to the community incorporated the perfect mix of face-to-face interaction, coordination of video, social media and traditional media, as well as digital advertising.
If you’re seeking election and would like a consultation, feel free to get in touch for more detail.
|Posted on July 2, 2017 at 4:30 PM||comments (0)|
I am pleased to be presenting a lunch and learn with the Oakville Chamber of Commerce. On August 25, I’ll be talking about how businesses can build their brands through the right mix of marketing and public relations.
Many people thing that marketing and public relations are mutually exclusive. In fact, brands do better when they find the right mix. With the right mix of marketing and PR, brands can build both visibility and credibility, which leads to sales and profit.
To learn more, join us on August 25. REGISTER HERE TO ATTEND!
|Posted on April 23, 2017 at 1:30 PM||comments (0)|
This article provides some great tips on how to perfect your brand voice. For me, the one that jumps out most is "be a storyteller." http://bit.ly/2pT4YAD
|Posted on January 22, 2017 at 3:50 PM||comments (0)|
It's becoming more and more common to hear about fake news stories being circulated online. As this trend continues to grow, I find people asking me more often about how we can combat it. When I ask them where they get their news, very few of them respond by telling me that they regularly read, watch or listen to the news. So clearly a large part of the problem is a low information population.
So what's the solution?
It's actually fairly simple. People need to pay more attention. They need to tune in to the world around them by reading a newspaper regularly (an e-newspaper works too) or catching news on the radio or even the 11 o' clock news at the end of the day. The more familiar people make themselves with news, over time, the more absurd the fake news stories that are being circulated will sound. Faced with an absurd story that doesn't seem to jive with other news stories they're now familiar with will cause people to think twice before hitting the share button on social media. It may even cause them to do a quick web search to see if there are other sources to back up the news that sounds 'out of wack.'
For me, my interest in the news and what was going on around me started in grade school when we had to bring in newspaper clippings and talk about them in front of the class. With so many low information people in the population, I doubt this is being done any more. But it should be. By encouraging people to follow the news as early as possible in life, we're encouraging them to engage in the world around them and learn from it.
What are you waiting for, go get your news fix! Problem solved!
|Posted on January 22, 2017 at 3:20 PM||comments (0)|
Content marketing isn't a cookie cutter solution. You've to to do what works best for your organization. And what's best isn't just spewing out any old content to stay on the radar. It's got to be targeted and resonate with your audiences. Take your time, look at what works and what doesn't and then move forward. This is an informative article from Adam Kleinberg in AdWeek. http://bit.ly/2jmnhKQ
|Posted on January 22, 2017 at 2:40 PM||comments (0)|
An insightful look at the relationship between content marketing and public relations. http://bit.ly/2j1OwcG
|Posted on January 22, 2017 at 2:35 PM||comments (0)|
These three public relations secrets that will help build your brand. http://bit.ly/2kh9g5q
|Posted on January 22, 2017 at 2:30 PM||comments (0)|
I often talk about principles 1, 2, 4 & 9 when I'm introducing people to the concept of public relations. http://bit.ly/2iRCtno
|Posted on January 21, 2017 at 3:00 PM||comments (0)|
Public relations isn’t rocket science. With time and effort any business can implement the fundamentals to generate a buzz about their products or services. It comes down to opportunity cost. Do you want to devote all your time to the product or service you’re offering or do you want to take time away from that to identify the right journalists, bloggers, influencers, etc. to talk to? Or do you want to bring in a specialist that whose focus is entirely on developing a strategy to keep your brand visible and top of mind with the key traditional and social media related to your field?
Many start-up companies can’t afford to hire a public relations specialist or an agency. But for the venture to grow to the next level and become a thriving industry leader, visibility and credibility must be built. And marketing alone is only half the equation. While marketing efforts can help to raise visibility, public relations gets others talking about your brand and acts like word-of-mouth on steroids. In other words, it is what builds the credibility of the brand. Working in tandem, marketing and public relations drive visibility and credibility and call your customers to action.
A simple first step
There’s no need to be daunted by public relations. Even if you’re a small company you can take the first few steps yourself. Remember a little company called Starbucks? When they first started out they relied entirely on public relations efforts without any advertising. So don’t be afraid to refine your message and reach out to local media and other outlets that focus on your industry. On your first try, start local and see how it goes. Then build you media contact list and broaden your outreach. Each contact you make with media and each interview will start to build your credibility with both journalists and your target audiences.
The second step
Consistently keep up the outreach and pretty soon you be getting regular coverage. But beware, if you stop for a period of time and then start up again, it can be just like starting from scratch. If generating consistent buzz about your brand begins to take too much of your focus, rather than stopping, it may be time to consider brining in a public relations specialist to focus spreading your brand’s message while you focus on growing the company.