The key to content marketing is to get the relevant information to your chosen prospect, or customer at the right time. How has today’s marketing environment affected that?Read More
How much is the traditional view of British reticence true when it comes to businesses and entrepreneurs?
For SMEs, PR can be an essential tool in how they market themselves, but not everyone is comfortable with the idea of singing their own praises.
Also, this can have its pitfalls, if a business chooses the wrong channels for the tone of voice its PR is adopting.
For example, the business-is-personal aspects of LinkedIn can make it a minefield for companies seeking to spread the news about their achievements.
What, then, are the best ways for businesses to send out positive PR messages about themselves and what they have accomplished?
Where is the Value?
For PR to work there has to be substance behind it, and a buy-in for the channels you are using.
What will make someone want to publish your story, or a journalist to use your PR as the basis for a piece about you?
As with other aspects of marketing, the content needs to work for its intended audience.
Talking up your achievements can only work if, ultimately, there is something of value there for the reader to take away
Also, what is the value of your PR to the publication, website, channel, or to the individual journalist?
They are looking for strong content to attract their audience, just as you are looking for ways to promote your brand.
Build Your Credibility
Credibility attracts and sells.
Media coverage is a means of promoting yourself as an expert and your brand as the answer to people’s needs.
Sharing your expertise boosts your profile but, more importantly, appeals to your audience
However, credibility is not easy to establish, especially through digital channels.
Nowadays, everyone appears to be an expert, from the lone blogger upwards.
You may feel you have bragging rights due to your achievements but this comes back to having something of substance to say: you must demonstrate your value.
Case studies can fulfil this need. Presented in the right way and they can combine documentary evidence with potent storytelling. Be sure to include figures to back up the facts.
Written testimonials make a powerful case for credibility, and video testimonials even more so. You can leverage these further by writing the testimonial for your clients, and asking them to take ownership of it on your behalf.
The Third Party Endorsement
If you are clever and strategic about your PR, you can have others talk about you, rather than doing the talking yourself.
Someone commenting about your brand, or highlighting your views through a credible, recognised third party channel, can add to your authority significantly
Smart PR is not about you doing the shouting, but someone else doing it on your behalf. You still retain your bragging rights, but you are exercising them in a strategic way to help market your brand.
To achieve your bragging rights, through our credible, third party channel, please contact us.
The outbreak of the coronavirus (COVID-19) is creating a dramatic domino effect that’s affecting many aspects of people’s lives and businesses.
With people being urged to undertake social distancing and to self-isolate, many significant events and gatherings across all industries are being cancelled or postponed.
In fact, data intelligence company, PredictHQ, published figures indicating that concerns around COVID-19 led to a 500% surge of cancellations and postponements of significant events in February alone.
Whilst there’s certainly been losses for events companies, what is the key to exhibitors looking ahead and preparing for the future?
“While the government are trying to safeguard industry, taking a proactive approach is imperative for any company looking to insulate itself against the potential economic downturn that looms on the horizon,” suggests David Lomas, from M3 Media Publishing.
The Value of Re-Evaluation
This amount dwarfs the 8% that is spent on ‘general online marketing’.
“With such a contrast between the amounts invested in either sector, even a small adjustment between the two is likely to have a big impact on a company’s online presence,” suggests David.
“With events and personal, face-to-face meetings all but eradicated, it is crucial that businesses adopt or enhance their digital strategy for prospecting and engagement.
The Value of Digital
“Digital could be the best avenue for businesses to refocus their resources from exhibitions, trade shows and events,” says David.
“It is also a great opportunity for businesses to generally review their marketing strategies, gain a competitive edge, and ensure that every penny is being spent in the best possible way.”
“It is vital to maintain a sense of normality during these turbulent times, but anything you do to stay ahead of the curve will give you an edge over competitors that are slow to react”
David Lomas, M3 Media Publishing
Digital marketing also has some distinct advantages over other forms of communication.
“It allows you to reach people in their own homes, where it looks like many people will be forced to stay, and requires no physical interaction.”
“What’s more, is that it is easy to measure the return on investment.”
“Exhibitors have an understanding of how their actions drive success,” concludes David. “They now have an opportunity to really understand what digital marketing can do to alternatively help their company excel, either now – or in the future.”
Marketing Aspects Magazine appreciates David Lomas’ contribution.
As the coronavirus (COVID-19) continues to spread across the UK, and the world, it is leaving a lot of people nervous about the future. The mantra continues to be to “keep calm, and carry on”.
For those of you with businesses, why is it important to keep a level head, focus on the future and ensure your business is in an appropriate position to ride out the storm?
The global economy has already taken a significant hit and there’s a good chance things will get worst before they get better.
Does this mean you should batten the hatches? Absolutely not.
One of the key areas that should be worth considering is your digital marketing strategy.
With personal face to face meetings all but eradicated, this is a chance to develop strategies to enable you to stay in front of your audience, many of whom are likely to have time on their hands through caring, social distancing and self-isolating.
One major benefit of strengthening your digital marketing activity is that it’s measurable.
By bringing a sense of normality to your customers, clients, prospects and peers, not only could it give a competitive edge over others slower to react but also cement your position as a versatile, accessible thought leader navigating others through troubling times.
To discover more about adapting and strengthening your digital marketing options, please contact us.
Content marketing is an effective way to attract customers to your business. But what are the rules that you must follow?Read More
Do you consider this a strange question? It is not really, if you understand how the internet works.
When writing content, it is vital that you communicate with ‘people’ rather than ‘search engines’.
Over the last decade or so, Google has steadily been improving the way they respond to and, in turn, value well-written, natural content
We have come a long way from heavily-keyworded content, that did not make any sense whatsoever. These articles were written, in many cases, to accommodate the requests of the search engines.
We can still spot content that has been written “for SEO purposes” but they are sometimes uninspiring.
Grammatically, they may be well written, and contain the relevant keywords and phrases that will attract the search engines. But from a customer’s perspective, they are as dull as dishwater.
Who cares? you may ask. Well as website owners, we all should…
How Valuable is Engaging Content?
Next to unique & relevant content, Google also measures your website’s ‘popularity’.
We recently spoke to a business that was paying an agency for over 20 articles each month, to be published on their website.
On the face of it, this is partly what the search engines wanted to see. But when we looked at how many of these articles were actually being viewed and shared, the results were very disappointing.
From a count of say 50 articles, only half a dozen of them had actually been shared on social media and none of them more than twice.
When you realise that one of Google’s methods of measuring the popularity or ‘value’ of a website is in the number of times others share their content, this is a content strategy that is having a negative influence on their rankings.
Again, the content was informatively written, and served its SEO purpose but, frankly, it was dull.
So, if you are going to get your content written by others, ensure that they aim it at humans and not just at the internet spiders.
The real power in marketing yourself and your business using content, is to have it written and published by someone with real credibility in your sector.
If your prospects and customers can get to read and even see you being asked for advice on issues relevant to them, it can create confidence in you and helps develop real trust. In part, the helps towards their perception of you being a thought leader.
Prospects and customers need to learn about you first, before they consider whether to conduct business with you. They then need to ‘like’ what they see or hear in order to trust you
It is actually your ‘behaviour’ that people are watching, even though many of us do not realise this.
More importantly, the last thing that they want to hear is a sales message from you. Instead, they want to hear and see your expertise.
They just want to hear solid advice and to see your ‘understanding of their business‘ and it will be much more powerful if it comes from an independent and credible source.
Within our portfolio of magazines, we are able to show your thoughts and your expertise with an assured confidence that sits comfortably with your audience.
It is the first step in attracting a customer – showing your expertise in their sector.
One of the most important issues for decision makers is that YOU understand THEIR business sector, not just your own
This is what you must convey to your prospects and customers in your content whether in your articles or on your website.
If you get some third party content, published and positioned elsewhere, in front of your chosen target audience
All that remains is to complete the route to setting up a conversation by using conversion techniques that helps to trigger a response from your target audience.
In turbulent times, many businesses naturally respond by cutting back on their marketing budgets. Why could this be a damaging move?Read More