|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 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 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 November 23, 2016 at 12:10 PM||comments (0)|
|Posted on July 19, 2016 at 7:05 PM||comments (0)|
|Posted on June 15, 2016 at 9:20 PM||comments (0)|
It is commonly understood that visuals can help to underscore and reinforce important messages. This infographic from Hyperfine Media outlines the power of video. If you haven't given it a try yet, there are some compelling reasons here that could convince you to give it a go.
|Posted on February 27, 2016 at 2:20 PM||comments (0)|
In over 12 years of practicing public relations, I've sometimes come across people who view public relations / corporate communications in much the same way as advertising. They expect to see instant results.
When you place an ad you know when and where it will appear. In fact, you will even be able to pick the dates or length of time you would like the ad to run. You'll also know exactly what size it will be.
With public relations, you won't know exactly when and where it will appear (initially) and you won't know how long any resulting article might be.
Public Relations is about investment. Investment of time, building relationships and building trust. Professionals in the communication field help to manage these investments on behalf of their clients.
Reporters need to know that you are a reliable resource. They need story ideas from you that are targeted towards the audience of their particular publication/media outlet. PR professionals work to ensure that these requirements are met through keeping media contacts cross numerous industries.
At times, there will be a lot of back and forth with reporters to work out the details of stories. It might take a few weeks, or even a few months, to nurse the story to eventual publication. There may be a number of angles that need to be covered. Different publications might look at the story from a different viewpoint or be interested in different aspects of the story.
The payoff in all of this is that articles published by local, regional and national media outlets will convey a lot more information about your product, service or organization. Not only will it re-enforce the marketing efforts already undertaken, it will create a buzz and provide credibility that marketing alone simply cannot provide.
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