Archive for the ‘Internet Marketing’ Category

COVID-19’s Impact on 2021 Content Marketing Strategy

Monday, March 29th, 2021

When pandemic restrictions around the country started occurring in March 2020, few imagined that many would still be in place—or start up again—as the year drew to an end. As I write this, in mid-November, cases are rising across the country, and new restrictions are emerging. Through it all, organizations of various kinds have had to adjust and adapt to the new normal—whatever that is. As businesses plan for 2021, none can ignore the potential for COVID-19 to continue disrupting their operations and impacting consumer decisions. (more…)

What You Need to Know About Changes in SEO Strategy

Monday, March 22nd, 2021

SEO has long been the holy grail for internet marketers—and content creators—of all kinds. Attracting eyeballs, and website visitors, was job number one. While that’s still the case to a large degree, SEO has become less of a numbers game and more of a driver for creating high-quality, relevant content. This is because of the ongoing algorithmic changes that Google and other search engines make to deliver a positive search experience for users. (more…)

Sometimes SEO, as We Typically Think of it, Just Doesn’t Matter!

Thursday, February 25th, 2021

I’ve written about search engine optimization (SEO) in the past and have gathered input from a wide range of content and digital marketing experts about the topic. As someone who was writing advertising copy long before SEO was “a thing,” I have kind of a love/hate relationship with the concept. Or maybe I should say a love/grudging respect for the concept. (more…)

Use Digital Platforms to Drive In-Store Traffic, and Vice Versa

Tuesday, January 19th, 2021

In the modern retail landscape, digital is no longer a threat to the in-store shopping experience. In fact, smart retailers have come to see e-commerce as a tool to boost in-store foot traffic. This represents a new phenomenon called ROPO (research online, purchase offline), where consumers start their shopping journeys online but complete them in-store.

This is a strategy used by 82 percent of consumers, according to Retail Customer Experience. Because of this, experts stress how important it is for retailers to have a strong presence in both physical and digital environments. (more…)

The Top Marketing Trends: Automation and AI Are the “New Normal”

Tuesday, January 12th, 2021

Marketing has always been a fast-paced industry, with the pace quickened constantly by readily available and rapidly developing technology. But the COVID-19 pandemic and its worldwide impact was, arguably, the most disruptive force that marketers have seen in a long time.

As we move beyond the pandemic, we can expect to see a continuation of some of the trends that were taking shape before COVID-19 and many more that have been fueled by COVID-19. (more…)

Communication Lessons From COVID That Will Last Long Past the Pandemic

Saturday, December 19th, 2020

It’s fair to say that few, if any, companies—or their communication staff—were prepared to respond quickly and appropriately to the impacts of the COVID-19 pandemic. As millions of employees suddenly found themselves working remotely from their homes and millions of customers found themselves suddenly shut off from the companies and brands they typically engaged with, communication professionals began grappling with important questions, including the following: (more…)

Following the Trends in Influencer Marketing

Friday, November 27th, 2020

While it may seem like it’s a 21st-century thing, influencer marketing has been around since the early 20th century. One of the earliest influencers was Santa Claus, a character modernized and reinvented by Coca-Cola. Today’s influencers tend to be real people—PewDiePie, Logan Paul, Zoella, and others—many who leapt to fame thanks to the wide reach of social media channels, such as YouTube and Instagram. But influencers today come in a lot of forms depending on the target audience. Business-es, products, and services of all types leverage the audience, reach, and endorsement power of influencers to grow awareness and preference for what they have to offer. (more…)

The Blurred Lines Between PR, Marketing and Advertising

Friday, November 13th, 2020

There’s a raging — and quite interesting — debate that I continue to see taking place in various online forums about the relationship between PR and marketing. I’ve found it especially interesting because I recently was engaged in the same debate while teaching PR courses at a local university. Surprisingly to me, there is a group that believes quite strongly that PR is not part of marketing: that it is a separate and distinctly different function within an organization.

Frankly, that’s just “crazy talk” to me. (more…)

7 Steps to Social Success

Thursday, 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.” (more…)

6 Tips for Using Social Media as a Lead Generation Tool

Tuesday, 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:

(more…)