- 26 Feb
Consumers Are Skeptical When Brands Take A Stand. How Can They Boost Credibility?
- Feb 26, 2020
- Dan Hoff
- Affinity Marketing, Cause Marketing, Social Media Marketing
from Marketing Charts
Consumers respond favorably to businesses that are not only driven by growth, but that also focus on impacting societal issues in a positive manner. And this is backed up by a recent survey report from Sprout Social. They found that 7 in 10 of the more than 1,500 consumers surveyed say they think it’s important for brands to take a stand on social issues.
But Do They Really Trust the Motives of Brands That Do?
The survey found that consumers do want brands to take a stand. But, about two-fifths feel that brands are not credible when they do. That skepticism has increased since 2017. And, is reflected in consumers’ perception of why brands take a stand. More than half feel that brands do so for PR or marketing purposes.
What Gives a Brand’s Stance Credibility?
The report points out that customers are more likely to think a brand’s stance is credible if it has an impact on the brand’s customers. Or if it impacts the brand’s direct business operations. To see more on this study and to download the original report, read the full article at MarketingCharts.com.
- 07 Aug
A Handy Guide to Press Release Distribution Success
- Aug 07, 2019
- Dan Hoff
- Digital Marketing, Marketing for Small Business, PR. Public Relations
by Sam Allcock
To thrive as a small business, you need people to know that you exist and that you can help them. One way to do that is to get press coverage. But, unfortunately, coverage doesn’t just come naturally. It is something that you need to work to get.
Enter: The press release.
Press releases are important for increasing your brand awareness and helping your public relations (PR). But if nobody sees your release, you won’t get very far. You need to distribute it effectively to get your story picked up by national newspapers, magazines, or blogs.
But you may not know exactly how to do that. So, to help, Sam Allcock from HubSpot has put together a Handy Guide to help you learn how to properly create, pitch, and distribute a press release for optimal brand awareness. To see the full guide, read the full article at HubSpot.com.
- 05 Jun
What is Earned Media? And Does it Really Work?
- Jun 05, 2019
- Digital Marketing, Marketing for Small Business, Marketing Strategies
Remember ‘back in the day” how people used to learn about upcoming events, the latest trends, and cool new products. Well, it was probably almost exclusively from magazines, newspapers, and TV shows.
The Times, They Are a Changing . . .
Back then, this was where brands used to get all their earned media. But earned media has expanded beyond print and TV. And marketers can harness it in several ways.
But because the places we get information have changed over the last 30 years, earned media changed as a result. So what is earned media, is it really effective? And how can you gain some? To find out, read the full article at HubSpot.com
- 25 Mar
B2B Customer Experience: Why It Matters and Where to Start
- Mar 25, 2019
- Dan Hoff
- B2B Marketing, Customer Marketing, Loyalty Marketing
Customer experience matters. And it does so to the tune of $1 billion a year for SaaS-based companies alone. And most CMOs know customer experience matters. But sadly, only 57% of them report marginal customer experience impact.
Good or Bad, Customer Experience Impacts Your Business’ Bottom Line
In support of that proposition is a recent study from the Temkin Group. They found that when faced with a positive customer experience customers actually spend more. They also found that 86% of buyers are willing to pay more for a great customer experience. And that 73% of buyers point to customer experience as an important factor in purchasing decisions. Plus they discovered that 65% of buyers find a positive experience with a brand to be more influential than great advertising.
So, customer service matters. We have long accepted that principle in B2C. But today it is even more important for B2B companies. And to learn exactly where to start, read the full article at Heinze Marketing’s Blog
- 15 Oct
You like us, you really like us! – Reviews
- Oct 15, 2018
- Dan Hoff
- Google, SEO, Yelp Strategies
For a moment, just consider a few important marketing statistics from 2017:
• 92% of consumers now read online reviews vs. 88% in 2014
• 40% of consumers form an opinion by reading just one to three reviews vs. 29% in 2014
• 88% trust reviews as much as personal recommendations, vs. 83% in 2014
• Star rating is the number one factor used by consumers to judge a business
• Only 14% of consumers would consider using a business with a one or two-star rating
• 57% of consumers would use a business with a three-star rating
• 94% of consumers would use a business with a four-star rating
So, What You’re Saying is Bullet Points Are Important?
The theme that these numbers represent should be obvious. Reviews matter for your business. But, the next question is going to be which review site? Your industry may have its critical industry specific sites. Or you may naturally think of Yelp. And naturally, those are going to need to be part of your plan. But for all of us, Google matters a lot. And those reviews have the most influence on your search engine results and page rankings.
Regardless of where you’d like the review to appear, there are some best practices for asking and encouraging your customers to take the time to review your business. And to see those best practices and learn how to use them for your Marketing success, read the full article on the McLellan Marketing Group blog.
- 20 Sep
10 Communication Hacks to Deal with Negative Customers on Social Media
- Sep 20, 2018
- Dan Hoff
- Marketing Communications, Social Media, Social Media Strategies
Social media can be a great way to communicate with your customers and fans. But it can also be an uncontrolled channel where angry customers can write negative things about your business.
Bad Comment? No Need to Panic . . .
So what can you do if a customer posts negative comments about your company? While it may never be possible to prevent disgruntled customers from being vocal on social media, it is possible to deal with negative consumers and maintain a positive brand image.
Here are 10 communication hacks that you can use to deal with negative customers on social media at Jeff Bullas’s Blog.
- 22 Aug
What is a PR Strategy and Does Your Small Business Need It?
- Aug 22, 2018
- Dan Hoff
- Marketing for Small Business, PR. Public Relations
As a small business owner, it’s key that you do all you can to maintain a strong and credible reputation in the public eye. And a solid public relations strategy can help you do just that.
But, What is a PR strategy, You Ask?
In a nutshell, a public relations strategy lets your customers and the wider world know that your business exists. According to the Chartered Institute of Public Relations “Public Relations is about reputation. I t is the result of what you do, what you say and what others say about you”.
Well, that sounds simple enough. Right? But, why does your small business really need a PR strategy? To find out and to learn how to make it work for your small business, read the full article at Manta.com
- 24 Apr
10 Pro Tips for Running an Effective PR Campaign
- Apr 24, 2018
- Marketing Communications, PR. Public Relations
A PR campaign can have a long-lasting impact on your brand’s reputation and public image. But it must be well-planned.
An effective PR campaign is more than just a press release
To create a remarkably effective PR campaign, you need to take some big extra steps. When done right, your PR campaign can attract national (and positive) media attention. It can boost sales drastically. And it can create a positive relationship between your company and the public for years to come.
But what is an effective PR campaign? And, how to build one? To help you better understand and how to create success with your next PR campaign, we’ve compiled ten effective tips at HubSpot.com
- 14 Oct
PR in 7 Easy Steps for Emerging-Technology Startups
- Oct 14, 2017
- Dan Hoff
- #Startup Marketing, Marketing Communications, Marketing Strategies, PR. Public Relations
You have a great new product. And it is time to think about your launch. Suddenly you realize that it’s time to create a public relations program for your startup. There’s a lot to do. And you don’t have enough time or budget to do it all.
Where should you begin?
For startups, creating your PR, content marketing and social media programs can be challenging. It is even more challenging if you’re doing business in “emerging technologies” sectors. Add to that the challenge of the inability to hire expert PR counsel, and it may seem impossible.
However, there are ways you can still get it done, successfully. And to help you out, here are some basic steps at MarketingProfs.com
- 30 Sep
5 Easy Ways to Write an Irresistible Introduction for Your #MarketingSuccess
- Sep 30, 2017
- Dan Hoff
- Conversion Strategies, Marketing Communications, Website Conversion Strategies
by Dan Shewan
We hear a great deal of talk about the importance of headlines. But much less is said about the value of a great introduction. Sure, you need a tempting headline to catch your reader’s eye. However without a strong, compelling introduction, the best headline ever written won’t save you.
So, What Does it Take to Make a Write a Great Intro . . . ?
So, lets explore five of the many different ways you can open a blog post, article, interview, white paper. In fact, how to introduce pretty much anything with words. This is by no means a comprehensive or definitive list. There are almost as many ways to introduce your writing as there are ways to write. There are, however, some general techniques that lend themselves well to marketing copy that can be extraordinarily effective.
To learn what they are, read the full article at WordStream.com
- 16 Sep
The 6 Biggest Obstacles You’ll Face When Starting A New Business
- Sep 16, 2017
- Dan Hoff
- #Startup Marketing, Startup Strategies
by Stefan Paulo
Entrepreneurship comes with as many rewards as it comes with challenges. Regardless of whether you’re just beginning your career as an entrepreneur or you’re experienced, there are obstacles. And they will always resurface, time and again. They might be the challenge of establishing your company’s brand and authority, beating the competition, or making a profit.
There are a Thousand Reasons to Fail. And 6 Ways to Tips to Succeed.
However, if you’re a new entrepreneur, you, in particular, will have a few unique obstacles that you must overcome. So, to help you out here are six common obstacles faced by first time entrepreneurs, and how you can overcome them. Read the full article on Jeffbullas’s Blog.
- 01 Aug
The Modern Press Release: Two Don’ts and Three Do’s
- Aug 01, 2017
- Dan Hoff
- Marketing Communications, Marketing for Small Business, PR. Public Relations, Press Release, Start Up Marketing
by Jay Hickman
The potential power of the press release is sometimes misunderstood. This is true for those who aren’t studied PR practitioners. But many self-marketing entrepreneurs or others serving in some marketing function fall victim to common misunderstandings.
Build it and They [He] Will Come . . .
They often believe, falsely, that writing and distributing a press release means guaranteed free company publicity and a third-party media endorsement. Others wrongly believe there’s no such thing as “too much of a good thing”. And so they document every move made by the company and send it along to the media.
Acting on those beliefs can be fraught with problems, so I would urge that companies consider a more strategic approach. There are some best-practices regarding press releases as marketing tools. To see what they are and to learn the Two Dont’s and Three Do’s of the Modern Press Release, read the full article at MarketingProfs.com
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