The New Echo Illustrates a More Reliable Way to Do Market Research

July 30th, 2021

I recently saw an interesting promotion on Amazon for the 4th generation Echo Dot. It’s a round version being offered in three Diane von Furstenberg designs. The “special price” being offered is $59.99 which will go up to $69.99 after August 13. Not so unusual, but there’s an interesting twist to this offer. Read the rest of this entry »

Best Practice Advice for Handling Crisis Communications

July 28th, 2021
We seem to live in an increasingly contentious world these days. Unfortunately, it’s also a world where news travels fast; bad news travels especially fast. The speed of communication in the 21st century is fueled by “citizen journalists” and crowdsourcing. Everyone and anybody can have a platform these days. And just about everyone these days is armed with smartphones that offer the ability to capture, record, and share whatever may be going on around them. Sometimes that can create positive exposure for companies and their senior leaders and spokespeople.
Sometimes that exposure, unfortunately, is negative and viral.

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Capitalizing on the Big Benefits of a Growing Gig Economy

July 9th, 2021
video marketingWho could have predicted the rapid expansion of remote work and the “gig economy”? While the gig economy had already been making the news due to the emergence of companies like Uber and Lyft prior to the pandemic, the pandemic had had a significant impact on how companies are using and will continue to use remote workers in the future.

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Staying on Top of Trends in Digital Marketing

July 7th, 2021

One of the things I really love about the work I do is the ability to stay continually connected with clients and experts in a number of areas, especially traditional and digital marketing. Technology and competitive forces have caused change to be constant and rapid. Over the past year, especially, the pandemic has prompted a wide range of changes across all industries and areas of professional practice.

So how can you keep up on the changes that impact your work to make sure you’re remaining relevant as an expert in your field and valuable to those you serve?

Tactics I Use to Stay On Top of Trends

In addition to the typical ways of keeping up – e.g., reading trade and professional publications, blogs, attending trade show/webinars, etc., I have been fortunate to be able to call upon some unique experiences to help me stay up-to-date and informed. These include:

  • Teaching marketing courses at the University of Wisconsin-Eau Claire as an adjunct lecturer. I learn from the research I need to do for my lectures as well as from the students themselves who share their experiences and knowledge during class and through their assignments.
  • Making presentations for trade and professional groups—both virtual and live. As with teaching, the research I need to do keeps me up-to-date on emerging trends/best practices, etc.
  • My clients. Working with a variety of clients (as opposed to working full-time for a single organization) offers an opportunity to learn from them—about their industry, their company, their processes, and the tools they use. Some of my clients are individuals, but I also work with large organizations and often serve as part of an agency team. These experiences introduce me to new techniques/strategies as well as new tools and apps. In addition, some of the projects I do are focused on digital marketing (like writing a white paper for a digital marketing firm to help establish them as thought leaders) which gives me an opportunity to do research and learn about new and emerging trends in the industry.
  • Writing by-lined articles for a variety of trade publications and blogs. In many cases, my work here requires me to find and interview expert sources related to what I’m writing about. This has been a really great way to stay up-to-date on trends. For instance, I was recently working on a piece about emerging marketing technologies. I posted a query to HARO and Profnet and got an overwhelming amount of input. While I often can’t use all of the input I receive, I still benefit from seeing not only the unique perspectives of various respondents, but also from being able to spot common threads or themes among the responses.

Attending conferences and trade shows, reading and listening to blogs, webinars, etc., are all great ways to stay up-to-date. But, I enjoy the ability to learn organically through the work I do every day and the real-world experiences and insights I gain from the professionals I’m fortunate to interact with.

How about you? How do you stay up-to-date on trends in your areas of expertise?

About Us

Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results.

(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)

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When To Give Your Work Away, and When to Charge

June 29th, 2021

I saw a very interesting question in an online group I monitor recently: “Is it ever a good idea to give your work away?”

In this case, the question was related to consulting services but the question could just as easily apply to companies selling tangible products. And, perhaps, it is in comparing the two ─ services and tangible products ─ that this answer can make the most sense: “Yes, there are definitely times when giving your work─or your products─away can be a good idea!”

But when?

Read the rest of this entry »

Then and Now: The Biggest Difference Between the Traditional and Digital Marketing Environments

June 24th, 2021

marketing analyticsI have been fortunate enough to practice marketing before and after the emergence of the internet, social media, and digital marketing. While the channels for communicating have changed and grown significantly, the basics of good marketing have remained the same. These new channels also often come with something that traditional marketing efforts usually lacked─analytics. Or, at least, lacked the sophistication that now exists to understand the nuances of the target audience’s response. Read the rest of this entry »

How Marketers Are Using Video in 2021

June 22nd, 2021

video marketingVideo continues to be a popular and effective way to boost marketing efforts, especially with the emergence of video-first platforms such as TikTok. And, with the proliferation of do-it-yourself (DIY) video options, the demand for professionally produced, high-production-value video content no longer looms as the must-do priority it used to be. Today, marketers of all types and sizes—even those with very small budgets—can successfully use video to augment their marketing communication efforts. Read the rest of this entry »

Tips for Remote Selling During and After COVID-19

June 17th, 2021

COVID-19 has upended a number of industries and jobs. Among the professions that have been hardest hit are sales and business development, which have traditionally relied on face-to-face interactions to build networks and relationships. People who ply those trades have had to pivot to remote selling with mixed success. Read the rest of this entry »

How Will Your “New Normal” Impact Your Desired Corporate Culture?

June 15th, 2021
Every organization has a culture whether it has worked hard to establish one or not. Just like brands, cultures exist whether we are deliberate about defining, nurturing, and managing culture or not. In fact, organizations often have multiple cultures just as they may have multiple brands. The process, far simplified, for managing both is the same:

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Best Practice Communication Takes Many Forms

June 10th, 2021
There is no such thing as “the best” communication channel whether considering internal channels for employee communications or external channels to connect with customers and potential customers. All organizations can benefit from having a wide variety of communication channels (both synchronous and asynchronous) to ensure that employees throughout the organization, regardless of role or communication channel preference, are receiving key messages.

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