We all know that blogs have practically taken the place of television now-yes even “reality” TV is green with envy. Every moment of every day someone is blogging. It’s actually estimated that currently there are “about 450 million active English language blogs right now from when Technorati estimated over 200 million blogs at the start of 2009. That’s some exponential growth and these numbers change every day as new blogs are started by the thousands (or tens of thousands) every day.”
So that’s a lot of people opining on every topic/issue and many, with a sharp business acumen and talented tapping tips (fingertips that is & suggestive ones too) that we can all learn or gleen from. So today I pay homage to my fellow bloggers and thought you’d enjoy some of my picks for sound advice from some trendy and noteworthy fellow bloggers who I follow and are part of my Go-To sourcebook for information and inspiration.
Marketing strategies run the gamut when it comes to creativity – whether it’s pushing the envelope or pushing your buttons. Psychology Marketing (also known as Consumer Behavior Marketing) is one facet used by the industry meant to do exactly that; push emotional buttons to steer a response causing the consumer to consume a businesses goods, services and even agenda. It is well understood that “emotional marketing” plays a pivotal role in reporting/publicizing world events; selling medical pharmaceuticals-even selling cars! As a result, psychology marketing has become one of the most effective tools to gain attention and cause the consumer(s) to react verbally or financially to a cause, service or product.
Human Interest Stories: The Grandfather of Them All
Wikipedia defines it as “a feature story …presents people and their problems, concerns, or achievements in a way that brings about interest or sympathy in the reader or viewer. Human interest stories may be “the story behind the story” about an event, organization, or otherwise faceless historical happening, such as about the life of an individual soldier during wartime, an interview with a survivor of a natural disaster, or profile of someone known for a career achievement.” Human interest stories give consumers an emotional connection to the problem, product or service being promoted. It makes more difference in reactions and behaviors than most consumers ever realize.
Psychology Marketing is meant to:
– Look at how consumers think, feel and reason-out their decisions and ultimate selections
– Study how a consumer is influenced by their environment such as personal culture and media exposure
– Consider the targeted consumer, their motivations & strategies when comparing products or services for ultimate selection
This is what marketers use to adapt and strategize for their marketing campaigns to more effectively reach the consumer.
Best at the Game: Non-profits
Most non-profit companies have cornered the market on attaching emotional elements to their causes in all forums of media and promotion. So whether it’s a poster, TV commercial or internet ad campaign, their marketing strategies include elements that strike a chord and causes us to pause, consider and act. And once celebrities add their devotion to let’s say a particular cause or movement, undoubtedly the campaign increases its projected success.
Best at the Awww Factor: Pampers About 95% of consumers love a cute baby and Pampers is kind of capitalizing on that with their marketing campaigns. One of my personal favorites is the Silent Night campaign by Pampers. This great commercial plays annually during the New Year and has a profound effect on all its viewers. How profound? It actually remains one of their most successful campaigns since 2008. Why? Because their Silent Night commercial causes you stop, awww out loud and think about the beautiful sweetness of babies sleeping peacefully. Their marketing team knew your affection and love meter would go up several bars half way through it and they’ve been reaping the benefits ever since the campaign’s inception.
Current Events-Shockwave Effect Nothing is works in the favor of news media more than shocking news. You know the kind that makes you sad or enraged as what’s going on in the world. It might be hard to conceive that there’s marketing in calamity but there is. Ever since the tragedy at Sandy Hook Elementary in Newtown, CT, President Obama’s team has been hard at work to market the President’s legislative position in his responses orally in his speeches and with his actions as he continues to meet & address the Sandy Hook victims parents and school officials. His speech writing/marketing team penned an emotionally moving speech that he himself found hard to emotionally contains as he teared-up during his public address. His recent bashing yet inspiring Shame on Us speech moved many with a strong call-to-action for legislative changes in gun control and social responsibility.
These are 2 of my personal picks which includes one of the most watched and emotionally charged marketing campaigns to date.
The CDC’s Anti-Smoking Campaign uses scare tactics by showing us the horrific consequences of smoking. Some of the commercials are just sad but there are some that are inspirational for smokers to do whatever it takes which creates a sense of resolution. Ah yes, they’ve tapped into our fight vs. flight responses and the former outweighs the later.
Liberty Mutual’s Half Acre Campaign reflected a Pay It Forward theme that inspires all of us to take just a moment to do something for someone else, big or small, recognized or not. But it was recognized as the commercial captures. Over and over again people take notice and act in the perpetual the cycle of “do right”.
A writer’s style is what sets one’s writing apart, is unique and intriguing. Such style is the way writing is dressed up (or down) to fit the specific context, purpose and target audience. Word choice, sentence fluency, and the writer’s voice — all contribute to one’s style of writing. How a writer chooses words and structures sentences to achieve a certain effect is also a facet of the own writers style and flare for words. I lean more towards funny, edgy and witty humor writing which is often noted and enjoyed by my readership.
Do you know what your writing style is? Here’s a short-list of the most commonly used writing styles in media and on the web.
Style #1 – Persuasive Writing is a critical skill for marketing that can be a slightly intimidating to a novice. Looking at a service or product, it is imperative to convince your audience that they want it and need it. This is where the “why” of the 5 W’s come into play. A great starting point is to jot down the main points of what would be a verbal persuasive argument. From establishing your oral argument, you can translate that into persuasive writing to craft an effective, persuasive marketing pieces. Check out 9 Simple Tips for Writing Persuasive Web Content.
Style #2 – Informative Writing does exactly what is says-it informs your audience beyond their current knowledge base. In other words, a fact-based writing style. Here is not the place for overly embellished sentences but moreover researched facts & true precedents. This writing style is most frequently used in news reporting, medical media and outlets that use less “fluffy words” and more punch line information. you need to follow some simple guidelines that will ensure that your words are memorable, informative, and concise So remember Top 5 Informative Writing Tips for Bloggers
Style #3 -Anecdotal Writing is most often found in the blogging forum where anecdotal free form writing is not only common, but very much welcomed. “People love stories—tales about real people doing real things. We can’t resist them”, PR Daily. People love great lead-ins with a short story that ties directly into the main point of the article. It is often witty, even playful and is the antithesis of informative writing. For several great tips on writing anecdotal leads, see this excellent article from PR Daily.E
Writing content for different platforms requires a varied approach for websites, social media platforms, and print collateral. It requires a certain level of skill to know the difference as well as what ways are most effective. What should remain constant however is that your content be reader-driven and “actionable” to keep readers engaged, educated (i.e. informed) and entertained.
Writing for Social Media
Set the Hook Quick -More concise writing in social media (SM) is the key. Most people are on the move while on SM platforms so it’s imperative that you set the content hook quick with strong points up front and in a pronounced way. There’s so much content out there so this a key way to stand out, engage and create a faithful reader. This ultimately affects the breadth of your audience and long-term followers.
The Risk Factor – Social Media social graces aren’t the same as traditional forums. So feel free to take a risk every now and again. If you have a quirky yet innovative way to capture an audience, SM platforms like Facebook & Google+ are the places to do it. Feel free to mix your SM writing with audio sound-bytes or other platforms like YouTube to really engage and entertain.
Writing for Websites
Standing Out – What ever the main point is of your content, it should be conveyed in a standout way that doesn’t require a lot of upfront reading or navigation. Using bold or differential typeface, different color fonts, graphs, images or infographics allows the reader to get the “gist” or the most important information in 1 minute or less. Make sure these standout points:
include bold statements about your business;
engages the audience visually; and
encourages them to act.
Write Easily Scannable Content – Don’t expect people to pour over your every word on your website. Scannable content is engaging content that allows readers to understand the general basis sweepingly, at a glance. It is easier to read than word-for-word and it allows readers to easily digest the primary information nuggets.
Writing for Print Collateral
Be Promotional & Motivating – Most web and social media content has to appear more informational than promotional. Subtle promotional content requires a certain finesse and is not overly stated or extremely brazen. A great print piece conveys to your clients that you take pride in your business, products or services. Your print collateral should persuade prospects and inform them that you have something valuable to offer them. Ultimately it should showcase your talents and strengths while clearly motivating to purchase your product or service.
The Bigger Picture Copy – Print collateral does so much more than explain your product or services. The quality of our product should be exemplified in your content copy and the copy should reflect in-kind. To me, sloppy copy conveys sloppy business. Remember once in a prospective client’s hands, you have the chance to make not just a client out of them, but hopefully a long-term advertiser via word-of-mouth.
Tail End Tip:Make sure all your content flows smoothly to minimize boredom, confusion or frustration.
When trying to market their products and/or services, most small businesses aren’t thinking about public relations. But they should. Regardless of size, profit margin, or number of employees, you must realize the image you portray is everything and is certainly what motivates consumers to select your business over your competition. Now that that is clear you might be asking…
What exactly is PR?
Why is it necessary for my business?
How do I start & maintain a good PR campaign cost effectively? Check out these free tips for a true, do-it-yourself road map to a successful PR campaign.
The Basics
Let’s start by defining PR. Per Wikipedia PR is “managing the flow of information between an individual or an organization and the public…[and] the aim of public relations by a company often is to persuade the public, investors, partners, employees, & other stakeholders to maintain a certain point of view about it, its leadership, products…”
Now consider what the best platforms are for your target audience. You can accomplish this by finding out how your customers or clients consume your content. Is it in readable form (website, blogs or in print); audibly as an iTunes podcasts; or watching videos via a business YouTube channel? Take a little time to figure that out and then get ready to leverage it (or all of them) like a PR/marketing maven!
The Bang for Your Buck by Blog
A blog is a great tool for sharing information and expertise. Having a consistent voice is important to teach consumers about your company’s perspective and interests. According to the the Social Skinny,
Getting Press
Having your business name out in the media, whether print or social, is a critical element to your image and of public relations strategy. Some cost-effective options include distributing electronic newsletters via free or low-cost email service providers. Try partnering with other local businesses for limelight events and advertisements to boost your brand recognition. Thanks to Forbes, here are some tips for starting & maintaining your media presence.
Rubbing Elbows
Participating in networking groups in a big part of getting your business local recognition. Most SBA’s (Small Business Associations) don’t require much money to join and host networking functions regularly. You can also network electronically by joining groups with similar interests through select social media channels liked LinkedIn. This is a great way to increase visibility while sitting right at your desk. For those of you not shy with a microphone in your hand, consider being a key-note speaker for a business workshop.
Earbudding PR
Most people are on the go constantly and mobile devices have almost become an appendage. So consider getting your audience’s attention on the go with the communication tool of podcasts. Leveraging podcast technology allows you to get your business name and brand message out to potential customers. Make sure your Podcast is short – usually no more than 15 minutes and contains the most value-added content to keep your consumer engaged. To get you started, check out these tips to successfully create your own business podcast.
Viral Video Marketing
Video marketing gone viral is the latest low/no-cost strategy for business to let the internet work for them. So if you or someone at your business is good at presenting, consider creating a YouTube brand channel. This allows the ever-growing audience of YouTube and potential consumers to get to know you & your business on a more personal level. Check out these tips on how to get started, get subscribers and run a successful video marketing campaign.
The Resource Table
Take time at least 2-3 times per month to peruse these great resources to stay abreast of PR tips and tricks.
Facebook is an important platform for both engagement and professional networking among business and marketing professionals. But not everyone believes that time spent on this social media forum is well worth the effort. Or perhaps you think you do have strong and proper utilization of Facebook. And if so, that’s fantastic and way to go in leveraging your social media marketing channels. However, if you haven’t seen much engagement last year or haven’t generated any leads from it, then maybe some (or all) of these tips can help you change your fate in 2013. With a little time, a few colleagues and these tips, you can easily make your Facebook marketing strategy a success, increase traffic and engage, engage, engage!
#1. Content Making Your Audience Yawn?
Too many brands are guilty of over-posting articles and links to other businesses articles. Facebook is the most ‘social’ platform for all and people want to see, read, and share knowledge. Just posting articles can make your page quite boring! A better way to engage fans on your page and keep them coming back for more is to share a wide array of content. Anything from Infographics to select business tips to short e-books. Facebook may not be free forever so use this worldwide social media leviathan to your advantage while it’s still gratis!
#2. Tumble Weed Blowing Through Your Pages
There’s nothing worse than having a dead Facebook page. Many businesses Facebook pages were guilty of serious neglect with posts dating back weeks or even months ago. Not only does posting infrequently kill your Edgerank (the system that controls content visibility on your network’s News Feed), but it also sends a message to your fans that you don’t care to much about their loyalty to your brand and voice. The best way to improve visibility on Facebook is by frequent postings, advertisements and product/service imagery.
#3. A Little Vanity Is Good
A lot of businesses still don’t have a vanity URL (username) and are using the same old default URL given by Facebook from when they first signed up. To business prospects this can look tacky and unprofessional. Remember that once you have 25 fans, you are able to claim a dedicated username for your page. This comes in handy when you’re directing people to your Facebook page from other sources. You don’t want them to type in a URL that’s long and awkward. If you need help changing your URL, here’s how to do it.
#4. Don’t Let Your Page Be Visually Impaired
We all know that most of us “eat” with our eyes first. Visual content remains one of the number one way to engage with your network. What catches your reader’s attention through imagery certainly opens the door leading us to the relevant information causing them to spend more time on your page. Without it, your run the risk that fewer people will ‘Like’ your page or share your content. Infographics are a great way to grab the reader’s attention with imbedded links to your page to promote key information or a healthcare service being provided.
#5. Facebook Features and Apps
Business brands may not know or choose to use custom tabs for highlighting interesting content. But they should. With Timeline, a default landing page is no longer a must for businesses. You can now draw attention to your free resources, YouTube videos or other great content by using the (four) custom tabs underneath the header image (or cover photo). Custom tabs are fun and easy to create – here is a wonderful guide to get you started.
#6. Lacking Personality?
Although you still need to be professional on your Facebook page, it doesn’t mean you have to omit personality and excitement about your services and products. Once in a while ask your fans short, entertaining questions (even within the business context) to keep them engaged. Try to consistently engage your fan base by weekly postings with a certain theme. For example, try highlighting a product or service of the week, share a business tip or customer testimonial. Nurture your Facebook community while still maintaining your humor andlightheartedness in conveying the strength of your brand and business products/services.
Facebook is a fantastic business tool that can surely help you grow your business, but you have to use it properly for it to work to your advantage. So feel free to buck business stuffiness a little while using it to generate leads, engage your fans and gain a faithful following. Stay tuned for next week’s follow-up article highlighting Tips to Promote Your Business with Facebook Ads.
Public Relations Society of America-The Strategists
The Best PR Blogs
The PR Coach Tools & Resources
