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.
This years Super Bowl was an amazing televised phenomenon showcasing not just the talented, body crushing sport of football but the most popular musical talent as well as engaging and fun commercials by lead company marketing mavens. In the era of everything is Tweetable, Social Media usage was at an all time high and some data companies had great fun showcasing their talents in this realm. I found so many of the infograpics informative, engaging and quite stylized that I just had to share and comment on the best of them. So enjoy these top 3 Super Bowl XLVII infographic all stars!
Since I’m not a true football fan, I truly thank Sysomos for the Your Social Media Guide to the Super Bowl [Infographic] by Sheldon Levine. It highlights not only the Ravens & 49er social media fans going to head-to-head but also a plethora of information about the players including their personal Twitter handles.
*The above infographic is shortened because of size. Click on it to launch the entire infographic.
Kyle Lacy from Marketers from Mars gave us the very educative & classic looking infographic reflecting the most important details about the Social Superbowl. It highlights everything from the best advertising stats to some interesting and fun celeb Tweets.
Millenium Media scored big time with their Mobile Bowl infographic targeting specific statistics on social media engagement and traffic by fans of both teams. And they make it easy for us by educating us from top to bottom, splitting the relevant information right down the middle to make clear the true winners and losers.
Good morning all – Jean and I had a great discussion during our video blog yesterday and we hope you enjoy it. However, if you don’t have time to watch it or take notes, we’d like to share some of the key points made. The next time you take on a new client, consider these questions or issues to raise, dialogue about and seek answers to in order to successfully manage your clients expectations.
1st Element: Understanding Who Your Client Really Is
A. Find out the type of personality they have & how they best communicate (email, text, telephone or in person).
B. Through discussions, try to extract the purpose of the website and their business goals even if they aren’t clear on them.
C. Stress the importance of branding & being clear about their business identity & its goals so that the website and/or branding efforts are successful.
A. What’s the vision of the company?
B. Who do they believe their customers & consumers are?
C. What do they think their consumers & audience want to see & expect from them?
D. Take the initiative through dialogue/research to get a firm understanding of their product or service and how they want to market it.
E. What are the goals they want their website and branding to achieve?
3rd Element: Setting Client Expectations for the Project
A. What is the projected costs & overall budget (with wiggle room)?
B. What are the time frames for benchmarks and completion?
C. Are you requesting and receiving all relevant content for each page of your website upfront? Consider how this affects time & workflow of project.
D. Are their images web-worthy (i.e. are clear, look professional), of high-resolution and large enough to scale down for editing if needed?
E. Have you established a good client relationship that can endure project delays and/or disappointments?
F. Can that rapport endure if there are issues with responsiveness from the client that affect workflow, benchmarks & completion dates?
4th Element: Clients Expectation for ROI
A. Make sure you set realistic expectations of the actual ROI and timeframe in which they might see the fruits of their investment.
B. What do you do with a client that has unrealistic expectations of ROI?
C. Explain why advertising their website is crucial once it is launched and the need for continued marketing efforts.
– They need figure out how they are going to notify current customers about their new website.
– Make announcements via Social Media platforms.
– Invest in marketing materials that reflect an online, worldwide presence.
D. Encourage them to think outside the box to market their website.
– If you’re a Mom & Pop, consider Small Business Association meetings, posting marketing materials in coffee houses & restaurant/business lobbies.
E. All businesses need to focus on and execute strategic customer outreach campaigns to see profitable ROI.
The Wrap Up It’s important to set the expectations from both parties from the beginning. Set your workflow & do your best to stick to it. Hold your clients accountable for their website’s success. Help them understand that the success of their website requires THEIR initiative, drive
& passion for THEIR business. Remember, good content does wonders for customer engagement and willingness to purchase the product or service. Understand it’s about client relationship & the longevity of that relationship.
Just about everyone on the planet knows that Facebook has become the go-to media strategy for business promotion. Using Facebook provides businesses one of the best opportunities on the Internet for targeted advertising. This is key because Facebook users provide pertinent information such as their age, gender, location and interests, which allows you direct access to target your audience. These Facebook ads can be used for lead generation, traditional brand advertising, and more all to promote your business – FOR FREE! Here are just a few ways to leverage Facebook advertisements for your business.
1st – Know How It Works – When you run your ad or sponsored posts/stories you are charged for the number of impressions (CPM) or clicks it receives. The amount that you pay can be restricted by your daily or lifetime budget and there are no additional fees associated with running ads or sponsored stories on Facebook. Facebook suggests you name your campaign, select your budget and set the time schedule for running your ad. When multiple ads are running in a campaign, Facebook automatically allocates more of your daily budget to higher performing ads. You can use the Ads Manager feature to monitor your campaigns performance, to measure its success and ultimately determine if you are spending your Facebook advertising $’s in the best way possible.
2nd – Consider Psychographics vs. Demographics in the Setup – Psychographics study and measure attitudes, values, lifestyles, and opinions versus demographics, which provide quantitative data based on geography, age, gender and the like. Psychographics give a true, life-like portrait of the targeted audience and consumer base for your individualized marketing purposes. Facebook gathering this key information allows advertisers to target & pinpoint their audience in a very precise and henceforth successful way. 3rd – Always Use Effective, Eye-Catching Tools & Creative Options – We know that we “eat” with our eyes first. What catches our attention through imagery certainly opens the door leading us to the relevant information. So smart use of imagery in your Facebook ad will make a significant impact on the success of the advertising and marketing campaign. And there are various forms of these eye-catching options to consider.
Infographics are a great way to grab the reader’s attention especially when you add imbedded links to your page to promote key information about a product or service being provided.
Video Ads – For those who prefer to watch than read, video ads are a great way to convey pertinent healthcare information or solicitations to the masses. For example, there are sports companies like Nike that use ads like Nike’s Football: The Vapor Trail to create amazing & captivating video ads to entice their target audience and promote their products.
Job Opportunities – In need of more sales associates or another CPA for your growing accounting firm? With over 1 billions people on Facebook, it is no brainer to use ad space to market career opportunities within your business.
Free Services & Apps – Nothing attracts new customers like the words FREE and even more so when they can actually obtain something. What better way to entice a consumer than offering a limited service for free? What about creating engagement via a free app offer as you lead consumers to your own website. Use Facebook the way Facebook uses you – to get new subscribers i.e. new consumers.
Emotional Response Ads – Emotions are one of the most powerful influences we have. Emotional Response Marketing & Advertising works wonders in the various forums such as healthcare because there are emotional attachments to health concerns, issues and supportive causes such as Shriner’s Hospital Love to the Rescue.
Hosted Event Ads – Events promoted on Facebook have a greater chance of success than any traditional marketing method. Business exhibitions and conferences, trainings, and career events can have a much higher participatory turnout when advertised through Facebook.
So are Facebook advertisements worthwhile for your business and particular industry? Only you know who your general audience is comprised of. But if there are more than 50% that you believe are online and use Social Media – than the answer is YES. Especially if you look at the IMMENSE EXPOSURE opportunity versus the amount of money spent on the campaign. Using Facebook creates unlimited opportunities to attain new customers, host successful events and bring global awareness to your company’s product or service.
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 Websites 
Public Relations Society of America-The Strategists
The Best PR Blogs
The PR Coach Tools & Resources
