Top Tips for Getting Media Exposure Through HARO/Profnet

October 21st, 2020
Many of the clients we work with are interested in getting media coverage to help establish themselves as thought leaders and build their reputations in a variety of fields. The good news is that it’s much easier these days to get coverage than it used to be, although the PR landscape has changed considerably since the days of sending out news releases via snail mail, calling reporters, and having limited outlets for exposure.

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Write to Your Audience and SEO Will Follow

October 6th, 2020
Despite ongoing changes to Google algorithms as well as the ways consumers are seeking information (increasingly via voice and through mobile devices), many organizations continue to fret over SEO to the point that the copy they ultimately publish is bland, peppered with overused catchphrases, and easy to overlook.

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Should Brands Be Political Online?

September 30th, 2020

Women considering yes, no, maybe optionsWith the election cycle in full swing and plenty of polarizing issues being talked about in both traditional and social media circles, many brands are wondering whether they should weigh in on these discussions, or remain silent. It’s a legitimate, relevant, and important question. As with many important questions, though, there is no easy answer.  Read the rest of this entry »

The 3 “Must Knows” for Effective Content Marketing

September 28th, 2020

It’s always challenging to come up with a list of “the top” anything. But, whatever the subject matter, it’s an interesting exercise. It requires stepping back to think strategically about what matters most. In this case, what matters most when it comes to content marketing. Having been engaged in content marketing for a number of years now, and having achieved a fair amount of success with our own and client accounts, we’d point to these as the “Three Must Knows” for effective content marketing. Read the rest of this entry »

7 Steps to Social Success

September 3rd, 2020

In October 2008 I launched my firm Strategic Communications, LLC.  Not the best timing for such a move given the bad economy at the time, but it’s all worked out for the best; 12 years later and still going strong! One big benefit of starting a communication firm during a recession is that I had plenty of time to learn about social media which was rapidly emerging as an important channel for marketing communications. I jumped on board early, primarily with LinkedIn and Twitter, and since that time I have managed social media accounts to help my company and my clients’ companies drive awareness, website traffic—and business. I have a good following on my social channels and people often ask me to share my tips for building a solid following. I’m happy to share! Here I share “7 Steps to Social Success.” Read the rest of this entry »

Should Organizations Do Away With Employee Surveys?

September 1st, 2020

Peter Capelli recently wrote a piece for The Wall Street Journal suggesting that it’s time to do away with employee surveys. Like similar calls for doing away with performance reviews, there are some very good reasons to seriously consider doing away with them—many people don’t like them, response rates are often very low and, all too often, nothing is really done with the information received which serves to demotivate rather than engage employees.

However, I really wouldn’t agree with just getting rid of either employee surveys or performance reviews. With employee surveys, though, I would agree that many surveys are not done well and may not be yielding reliable, valid, and actionable information for HR leaders, managers, and organizations.

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Creating Customer Journey Maps

August 29th, 2020

Marketers often speak of the “customer journey.” It’s a concept that describes the various decisions customer make and the interactions they have with a company from the point where they’ve identified a need until the point when they make a purchase—and beyond. A customer journey map is important because it helps marketers visually depict the customer journey and identify areas that may represent barriers or risks of loss. It provides a documented, explicit vision of how customers will interact with your company and is a good tool for sharing with employees to help them understand the journey and the role that they play in engaging and retaining customers. Read the rest of this entry »

“Must Do” Marketing Lessons Learned During COVID-19

August 26th, 2020

Customer reviews, client reviews, best PR firm, public relations, content marketingI’ve been doing a series of webinars during the pandemic for a Women’s Business Center in my area on topics related to marketing and maintaining a business presence. As part of the process, I’ve been spending time reviewing, analyzing, and reporting on various best practices that I’ve either seen or that I’ve practiced with clients or my own business. It’s been interesting to watch how many businesses have successfully, and quickly, changed their processes or entire business models to adapt to “the new normal.”

Yet some haven’t. Read the rest of this entry »

Do-It-Yourself (DIY) Market Research

August 19th, 2020

Women considering yes, no, maybe optionsMarket research is definitely something that even very small businesses can do on their own but there are a lot of myths and misconceptions related to research that can cause them to make decisions based on incomplete or inaccurate information. While it’s impossible to cover everything related to doing research well, here are some general strategies and best practices that businesses of any size can put to use to leverage the value of gathering market research to improve their business offerings and marketing effectiveness.

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6 Tips for Using Social Media as a Lead Generation Tool

August 4th, 2020

We launched Strategic Communications in 2008, at a time when the country was plunging into a deep recession. It wasn’t a great time to land new clients. But it was a great time to take a deep dive into something that was relatively new at the time, at least from a business perspective–social media. At the time there was an interesting talent gap that represented an opportunity for us. Most businesspeople didn’t have experience in using social media channels for marketing purposes and colleges weren’t yet educating students about these new marketing tools. So we were early adopters and spent quite a bit of time learning about and experimenting with the tools that were best positioned in the business-to-business (B2B) space: LinkedIn and Twitter.

Since that time we’ve built our social channels organically and have helped a number of clients do the same. There’s no real magic to this. In fact, the basic tenets of effective marketing via social channels are really the same as they are for using any marketing tools. We recently responded to a reporter’s inquiry about our top tips for marketers using social media as a lead generation tool. We pointed to six:

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