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  • Home
  • About Us
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    • Jennifer Tomasetti
    • Joe D’Eramo
    • Reviews
  • Let PR Work For You
  • PR Services
    • NEW! Courses
      • How to Write Emails that Get Read
      • Podcast Guesting – course outline
      • PR 101 – course outline –
      • Networking for non-sales personnel – course outline –
    • *NEW* Speak Up!
    • Media Relations
    • Feature Coverage
    • Grassroots Marketing
    • Non-profits
    • Launches and Events
    • Franchise Success
    • Social Media
    • Email Marketing & Communications
    • Web Services
    • Press Kit
    • Sales Materials
    • Advertising
    • Podcasting
    • Reputation Management
  • Contact Us
  • Newsroom
    • Case Studies
    • Client News
    • Franchise News
    • Company News
    • PR Works Business Way Outside the Box Podcast
  • Podcast
  • Grassroots Marketing
  • Advertising
  • Email Marketing & Communications
  • Feature Coverage
  • Launches and Events
  • Media Relations
  • Press Kit

Company News

Networking Boot Camp. Practical tips to make the most of handshake to handshake encounters. Free seminars in Pembroke.

May 3, 2016 //  by admin

MPN Logo low resGathering a pile of business cards at networking ev
ents, but not leveraging those relationships to grow your business?  Anxious about working the room at yet the next networking event?

Most people are not comfortable with networking, yet they understand that networking can be the straightest line to their next client.  The “Networking Boot Camp” seminar will provide actionable, practical tips of how to effectively work a room, network strategically, and build relationships that lead to new business.

The free seminar will be held Wednesday, June 8, 8 a.
m. – 9:30 a.m., at the training room of ACTSmart Inc. 70 Corporate Park Drive, Suite 1225, Pembroke, MA  02359.

Panelists include Steve Dubin, founder of My Pinnacle Network, a group of six business to business networks and PR Works, a full service marketing firm based in Plymouth, MA and Nancy OKeefe, founder of Simple Small Business Solutions offering business strategy and implementation that improves results based in Plymouth, MA and also President of the South Shore Women’s Business Network, providing members with resources and support they need to grow.

Networking tips and tactics will include how to work a room, how to stand out in a crowd, how to manage the exchange of
business cards, how to select someone to talk with, how to get a prospect to open up, how to disengage, how to pick the right events, planning ahead, and how to follow up and take effective next steps.

Although the seminar is free and seating is limited to 20.  Please RSVP to Steve Dubin, SDubin@MyPinnacleNetwork.com, 781-582-1061.

Networking Boot Camp. Practical tips to make the most of handshake to handshake encounters. Free seminars in Pembroke.Read More

Category: Company NewsTag: business development, Lead generation, networking

Taking it to the hoop. NBA jams ads on jerseys.

April 20, 2016 //  by admin

basketballIf you are a hoop purist this is not good news for you.  Red Auerbach would growl. (Although he would have also have groaned at inclusion of cheerleaders, dance teams, T-shirt guns and dancing gorillas that have also intruded on the game.)

News flash. The NBA is the first MAJOR sport to sell ad space on jerseys and will begin the human billboard campaign next season.  The 2.5 inch by 2.5 inch patch on the upper jersey and the three year pilot program is projected to generate $120 – $150-million in revenue per season.

Zroom! Nascar has somewhat desensitized us with a Rorschach test splatter of ads all over the cars and jumpsuits of drivers. The English soccer Premier Leagues has been kicking us in the shins with similar ad conglomeration on uniforms.  Perhaps you even remember the fad of temporary corporate tattoos on boxers.

What’s next?  So, are you ready to connect your brand to the NBA?  Would you like to return to simpler days?

Let us know if we can help you develop a potent weave offense.

 

Taking it to the hoop. NBA jams ads on jerseys.Read More

Category: Company NewsTag: advertising, marketing, PR, public relations

Teleconference hell – You called in your favorites

February 16, 2016 //  by admin

BigScreen-Image-615Yes, more teleconference hell. Several of you responded to add your favorite teleconference hell scenarios.

And here they are –

Do not have a group huddle around a speaker phone for a conference call. First, it’s difficult to hear anybody talking on speaker compared to using the receiver. Second, see the first.

Don’t mute and make another call.  Mute can activate hold music.

Don’t sneak away and leave a conference call without notice. It is embarrassing when someone asks you to chime in on the topic at hand.

Similarly, don’t tell us that you need to leave in 10 minutes and then outline your very busy schedule in excruciating detail.

Don’t embellish your introduction.  Just the facts, mam.  Provide a VERY brief description including name and why you are on the call.

Don’t make it a monologue. As fascinating and brilliant as you may be, encourage others to provide input.

Don’t step on someone else’s line. If someone is talking, let them.

Don’t eat on the call.  Please grab a bite before or after the call.

Enough teleconferencing hell for now. So, give us a ring if we can help enhance your communication.

 

Teleconference hell – You called in your favoritesRead More

Category: Company News

‘Is that your dog barking in the background’ and other teleconference faux pas.

January 19, 2016 //  by admin

Conference calls are an occupational hazard for me.  Probably you. too.

Sometimes a conference call helps avoid long distance travel, bad weather and bad coffee.  Other times conference calls lead to communication HELL.

Here are some suggestions for making a conference call a productive, painless event.

Teleconference rules:

  • No dogs – Put them in another room or give them a rawhide bone large enough to keep them occupied.
  • No babies – See above.  Just kidding.  Perhaps a babysitter or even naptime would work.
  • No FedEx delivery guys – Anticipate this potential interruption. Leave a note on the door. Fight the urge to inconvenience the rest of us.
  • No hair band rockers – No serenade is necessary. Please turn off all music.
  • No off-color jokes – Really?  First, we’ve all heard that bad joke. Second, let’s be adults and keep this meeting moving.
  • No tropical ocean breeze – If you must walk out onto the deck, patio or bow, please make sure the wind doesn’t constantly sweep across the microphone.
  • No over talking or talking over – Let’s let everyone finish their thoughts.  Don’t make us try to sort out who is saying what.
  • No soft talking – On the other hand, speak up!  All we have is the sound of your voice.  This is the wrong time to be shy.
  • No late to the party summaries – Dial in on time and ready to go.  Don’t wander in and expect Cliff Notes.

I’ve just scratched the surface of teleconference faux pas that push me over the edge.  How about you?  What teleconference behavior makes you want to hang up? Ring us up or send along an email to share your favorite teleconference complaint.

‘Is that your dog barking in the background’ and other teleconference faux pas.Read More

Category: Company News

Don’t do it. Spare me the holiday e-cards.

December 8, 2015 //  by admin

Warning.  Don’t send holiday e-cards.

E-cards scream “I almost care”.  E-cards involve little effort, little cost, little personal sentiment.

Holiday cards are more likely to burn than build a bridge.  Keeping in touch is a wonderful thing, doing so en mass and with a generic message is somewhat insulting.

If you want to wish me Merry Christmas, Happy Hanukkah, Happy New Year or any other holiday…

  • Send me a real, honest to goodness snail mail card.
  • Call me to catch up.
  • Drop by and visit.
  • Take me to lunch.
  • Join me for coffee.
  • Invite me to a holiday gathering.
  • Buy me a  little gift.

As a reseller of Constant Contact and other email platforms, I understand the value of regularly connecting with your network.  Use email with discretion.  Share business news via e-newsletters.  Celebrate holidays with authentic good cheer.

Don’t do it. Spare me the holiday e-cards.Read More

Category: Company NewsTag: card, E-newsletter, PR, public relations

What if Bill Belichick…

December 1, 2015 //  by admin

Love him or hate him, Belichick is a icon for an era. Which got me to thinking, what if…

  • Bill Belichick were the president. He would have congressman playing both sides of the aisle.
  • Bill Belichick was the head of the MBTA. Not only would there be NO delays, there would be a “hurry up” schedule.
  • Bill Belichick ran Fashion Week. Ripped hoodies would have many new looks.  Think sparkles, faux animal pelts, day-glo.
  • Bill Belichick was your psychologist. He’d suggest that you Cowboy Up and get out there.
  • Bill Belichick was your mentor. He’d strongly recommend that you never take the nickname Little Bill.
  • Bill Belichick was your mechanic. Never replace your car, just keep rotating the tires.
  • Bill Belichick was your career counselor. Get the edge on your employer.  Film them when they least expect it.
  • Bill Belichick was your marketing advisor. He would speak in a monotone and let the scoreboard speak for itself.

How does the scoreboard look for your marketing efforts.  If you want us to join your huddle, please e-mail or call.

What if Bill Belichick…Read More

Category: Company NewsTag: bloggin, digital media, E-newsletter, marketing, PR, public relations, social media

Excuse me, my hovercraft awaits.

November 12, 2015 //  by admin

Adaptation. While traveling last month I had the “aha” moment of how drastically travel has changed. How have standard elements changed in your world?stevewsj

First, we all know airliners have become stripped down school buses in the sky. Space is tight, food is limited and you are at the mercy of person wedged in next to you.

Second, Airbnb has completely revamped accommodation options. Now you can choose a room, an apartment or a villa at short money and on your terms.

Third, Uber has reduced costs and wait time.

These seismic shifts have also been felt in my PR/Marketing world. The Huffington Post has become a “go to” source for news and (many) opinions. Streaming radio allows out of market access. Hulu and YouTube are a strong alternative to conventional TV. Netflix is nibbling away at cinema. Follow ads haunt our Internet experience.

The challenge is to embrace the new, bolster the old and keep an eye on the horizon for the next innovation.

What are the major shifts in your world? Do they bring savings, wider selection, immediacy?  How do you remain current? How do you compete?

Quote to Consider

“Change is the law of life. And those who look only to the past or present are certain to miss the future.”
~ John F. Kennedy

Excuse me, my hovercraft awaits.Read More

Category: Company NewsTag: advertising, marketing, PR, PR Works

On the radio…

October 22, 2015 //  by admin

Let me start by warning you.  This radio interview explores the new silver bullets of PR and Marketing and is 60 minutes long.  Yes, one whole hour.

Given that our new Internet led attention span has been reduced to 4 seconds or less, this might be a challenge to some of you. Heck, it was a uphill battle for me and I was being interviewed.

For the brave and the patient, here is a link to my recent appearance on the radio show “When Opportunity Knocks ” which is part of the eWNradio and hosted by Nancy OKeefe, Small Business Consultant and Executive Coach.

The show caterers to entrepreneurs who want to increase their value in the marketplace. eWN has a network of 500,000 business owners and professional women.

http://tobtr.com/7973959

Steven V. Dubin

Quote for this blog edition –

“A world without radio is a deaf world. A world without television is a blind world. A world without telephone is a dumb world. A world without communication is indeed a crippled world.”

― Ernest Agyemang Yeboah

 

On the radio…Read More

Category: Company NewsTag: advertising, marketing, PR, public relations

The changing world of marketing

September 8, 2015 //  by admin

BusinessConnector.biz

In addition to more traditional activities like print advertising and press releases, successful marketing in today’s economy requires a multipronged approach using digital media, content marketing, and a nimble approach to public relations.

By Joy Jordan

While most business owners would agree that acquiring more customers is a positive outcome, the path to get there is less appealing. Marketing a product or service can be challenging for those not experienced at the task, or those who would prefer to focus on the basics of their business.
The reality is that marketing your business is crucial to its success – today, and in the future. Establishing your company as the leader in its industry will help you retain current customers, attract new ones, and remain top of mind in your field.
While the ‘why’ is pretty obvious, the ‘how’ is much more daunting. Particularly in today’s marketplace, where it is no longer sufficient to simply place an ad in a newspaper or mail out a flyer, it is critical that business owners utilize the variety of marketing tools at their disposal.
“Marketing plays a more important role than it ever has,” says Nicole Joy Hales, Senior Account Manager with PR First. “And there are an ever-increasing number of marketing opportunities available. It’s easy for people to become overwhelmed when thinking about business marketing. In addition to traditional marketing tools that many people feel comfortable with (especially advertising), new advances in social media can make any business owner feel like they’re devoting more time on figuring out what to post where than actually thinking more comprehensively about the message they want to convey about their business and the audience they want to convey it to.”
In addition, Hales notes that PR should not be discounted as a powrful tool for positioning a business for success. “Public relations is a critical component of a successful marketing campaign, although often overlooked,” notes Hales. “The marketing that a company gains from public relations is earned, rather than bought (like advertising) or owned (like a company website). Effective public relations strategies encourage respected media outlets to highlight the achievements and news of a business, and for readers or viewers who see this company mentioned by that media outlet, a sense of credibility is immediately built.”
The multifaceted nature of marketing is both a benefit and a challenge. Coordinating the various aspects can be difficult, but it allows for wider, more diverse access. “Marketing’s role is like the conductor of an orchestra,” says April Merrill, Partner at Coastal Mountain Creative. “A conductor uses all their senses to evaluate every aspect of the performance and can adjust one musician or an entire section to keep everyone in tune and on tempo as needed. Marketing sees everything that’s happening both internally and in the marketplace and can adjust specific activities and messages to respond to the feedback and needs of customers, sales teams and more. Add extra emphasis here, tweak that message there and juggle the increasing number of communications channels. With an overall strategy in hand, marketing designs the creative, executes the communications and audits the results to keep the company performing in harmony!”
With the economy in an upturn in recent years, many business owners have taken a step back from marketing because they are simply too busy to get to it. This is a huge mistake, says Michelle Flynn, Owner of Socially Yours Marketing. “Marketing needs to play a strong role in your business no matter how well your company is doing,” adds Flynn. “At your busiest, you need to market like you are extremely slow. Continued growth is what will keep you in business and marketing will help you to achieve continued growth. In this case, a business owner must hire a marketing professional to take over their marketing so that they can focus on running their successful business.”
Steve Dubin, President of PR Works, confirms this approach. “Marketing remains at the front end of the conveyor belt. Compelling marketing messages still bring customers across the threshold and allow small business to deliver on the promise of a great product or service.”
It is important that you ensure that your marketing efforts are creating the desired results. That could be in actual sales figures, branding response, industry placement, and more. “There was a time when branding efforts like new logos, taglines, and perhaps ad copy were acceptable substitutes for marketing strategy – no longer,” says John Garvey, President of GCAi Digital Marketing. “The recession changed just about everything and now ‘look’ is very much subservient to results. Marketing must show results and they have to tie into sales.”
In the end, much of the work of marketing is about creating, developing and strengthening relationships – with customers, potential customers, associates and other key players in the general marketplace. “More than ever before, the role of marketing is taking a focused approach to satisfying your clients’ needs,” says Brad Schiff, President of Pierce-Coté Advertising. “While it must create awareness and persuade about why a company’s product or service is a better alternative than the competition, marketing must take on a different tact. It cannot speak at the target audience, it must engage with the target audience to create a relationship and make a connection between the product and the buyer.”
There is no one way to connect with consumers today, which is why Schiff espouses that all businesses must have an integrated marketing plan across many different media.
“In today’s economy, marketing is about relationships,” says Kate Sheehan, Founder and Owner of Telltale Media. “It’s about forming authentic connections and delivering value, not just a sales pitch. Successful businesses are engaging with their customers every day.”

Is social media for everyone?
There is a common presumption that all businesses need to be using social media to market themselves. While there is a kernel of truth there, in that most need at least some sort of social media presence, the actual level and depth of involvement will vary across businesses and industries.
“In almost all businesses, some form of social media makes sense, but many times not all forms of social media are applicable to a particular business,” says Hales. “It’s important for a business to first determine who their target audience/market is, and then determine what social media platforms make sense. For example, if a business is more of a B2B operation, LinkedIn will offer more valuable opportunities, while for businesses with a consumer base, Facebook makes a lot more sense. Twitter can be very valuable for sharing relevant information about a company or offering an opinion about some current event as it relates to the business, and Pinterest and Instagram are great for companies who rely on visuals (for example, pictures of retail products or travel destinations).”
The marketing experts we talked to for this article all believe that social media has some role to play for every business – the specifics will vary, however, and knowing your audience is the key to determining that. “Social media must be a vital part of every organization’s marketing plan,” says Schiff. “This is for several reasons. We live in a sound bite world, where the piece of information must be fast and concise. Social media such as Facebook, Twitter or Instagram gives a company the opportunity to focus and filter upon those groups of customers that provide the greatest opportunity for building your business on a demographic and psychographic basis. Social media also helps galvanize the greatest marketing the world has ever known: by having your target share the content with others and their friends. It ensures that ‘word of mouth’ is still viable in today’s economy.”
To put it in perspective, 73 percent of U.S. citizens are on at least one social media platform. The goal is to find out where the majority of your customers and prospects are, and join that platform, notes Merrill. “You can poll your email list, send out a survey through a free tool like Survey Monkey, or even post a simple questionnaire at registers to ask people which platforms they’re on (or would be most likely to engage with YOU on),” she suggests. “Then join that platform and repeat the same process, only this time thank them for their input and ask them to engage with you. Then use every opportunity you can to mention you’re now on that platform – the last 10 seconds of your radio ad, bottom right corner of your print ad, header of your email blast, homepage of your website, icon on your business cards, window clings at your business, etc.”
Garvey recommends forgetting everything you know about social media for business. “The rules of the road have changed and what was known as social media is pretty much dead,” he says. “Social media marketing is incredibly important to small businesses today because of the new and powerful dissemination and targeting tools available through paid promotion.”
Businesses should start with the channels where most of their customers are, post consistently, and provide value-added information. “I highly recommend a social media shapeup class for those who don’t feel comfortable yet,” says Sheehan. “Almost every business should be on Instagram – it’s a great way to make a visual connection with your customer and help them to literally see you through the lens you choose. On the Cape and Islands/South Coast, Facebook is a necessity.”
The key, of course, is to use social media effectively, and as noted, that often comes down to finding the proper avenue. “Many business owners will waste time using a platform that their target audience is not using,” says Flynn. “The most important thing is to determine your target audience and which platforms they are using.”
Specifically, the consensus is that typically Facebook is best for B2C products and LinkedIn is more targeted to B2B markets. In addition, with the purchase of two major credit card databases, Facebook advertising is now a powerful tool. LinkedIn ‘publishing’ and discussion groups offer significant reach for businesses. “Repurposing marketing messages – from news releases to case studies to niche service web pages – should be incorporated into your marketing plan,” adds Dubin. “You take one message and tweak it for many channels to expand reach and frequency.”
For many, the real value of social media lies in the ability to create and maintain conversations with customers and potential customers. “Social enables a two-way conversation and gives small businesses the opportunity to stay in front of customers on a very frequent basis, so it is a very important channel,” says Heather Jackson, Constant Contact’s regional director for New England. “That said, given the rate at which posts flow through most newsfeeds, I believe email is still the best way to get your message seen, engage with your customers and stay top of mind.”
The good news is that you can do both together with relative ease – there are many ways to easily and automatically integrate your email programs with social media. The long and short answer to how much social media a business should use is “it depends,” according to Marilois Snowman, President of Mediastruction. “A social media strategy is not a one-size fits all approach,” she cautions.
“Facebook has essentially eliminated organic reach, creating a pay-to-play environment. And businesses need a committed content infrastructure to continually push interesting social content. I’d recommend thinking through how you anticipate social to complement your business. It could be as simple as Instagram photos if you’re a gift retailer or a LinkedIn blog if you’re a B2B provider.”

What will yield the best results?
Once you have determined which marketing channels to participate in, how can you then decide the specific tools to use? There are a variety of options, from coupons to flyers to email and advertising. The best way to focus your efforts will become clear once you review the results of what you are already doing.
Successful strategies will vary by industry, notes Jim Farrell, President of PR First. “Direct mail coupons may yield outstanding results for a fast food restaurant (buy one, get one free). But if you are a manufacturer who has ‘built a better mousetrap’ and want the world to know, then a PR campaign is better suited for your needs. First, look at what you have done with a critical eye. Is it working? What parts of your marketing effort work, and what parts do not? Adjust accordingly. Look at what your competitors do. Ask your trusted clients and customers how they arrive at their purchasing decisions and see what valuable information comes from that discussion. Ask everyone who contacts you for services or products how they heard of you. Consider engaging a marketing consultant for a few hours of his/her time to evaluate your business and make recommendations. For most companies, the right marketing plan is a variety of components – direct mail, email, PR, advertising, social media, networking and much more.”
For many businesses, the best approach is to first define the brand. Schiff suggests examining who it appeals to, and what the brand’s value proposition is that makes the product distinctive versus the competition. “And speaking about competition, look at how the most successful brands in your area reach their customers and use that in consideration of your marketing mix,” he recommends. “Of course, budget will always play a key role in your options as to what medium can be used in any promotional plans. Testing different strategies is the best way to determine which are the best.”
Information will be the key in your decision-making process – knowing your customers, knowing what works to reach them, and knowing what results you are working toward. “It’s a no-brainer – focus on results,” says Garvey. “Here’s the thing – you have to know a lot about your customers. That information is going to tell you where your prospects are. Once you have that information, the world is your oyster. You now should know what your customers like and need, and how to target prospects to get results. Then picking the right channels is easy.”
Sheehan adds that it is important to articulate your critical business goals and identify a small number of marketing initiatives to support them, balancing traditional and new media. “Within those, include some tried-and-true and some that are new to your business; it’s important to experiment and be willing to fail,” she says. “Your choices will depend a bit on the size, stage and type of business. Track results, both with metrics and anecdotal evidence. Check in every quarter and course correct as needed.”
These challenges are not only for small businesses, of course. The determination of marketing channels is a tough question even for large corporations spending hundreds of millions in ad dollars. “We like to think about reverse engineering success,” says Snowman. “The first question is ‘What do I want to happen?’ Then think through designing a marketing/communication plan against that goal. Get to know your target consumer. Test, learn, optimize.”
Tracking is essential, according to Dubin. “Special phone numbers, phone extensions, email addresses, contact person should be assigned to every message,” he says. “Response is your road map for future focus.”

A worthwhile investment
Marketing is an activity that will cost a business, both in terms of actual dollars and in other resources such as manpower and time. However, it is critical that businesses engage in some forms of marketing if there is to be sustained growth over time. Marketing is an investment in the business that, if done properly, will increase success.
“In today’s stronger economy, many businesses are realizing that in order to stand out from their competition they need to be more than just seen in the marketplace,” says Hales. “They turn to a public relations campaign to position their company as a leader in the field, and use strategies like expert articles, op-eds, and blog posts to highlight their expertise, and then reinforce these discussions and placements, and highlight their relevance, through social media.”
It’s important to remember that marketing efforts should be consistent over time to have the greatest impact. Just as one single ad will generally not position your brand in the marketplace, neither will one solitary Facebook post. A well-conceived and regularly maintained presence in the market will create a brand that remains top-of-mind to customers.
“Successful marketing takes a commitment to consistency and patience,” adds Hales. “Press releases may not be the most glamorous thing a company can produce, but their ability to attract the casual attention of media readers, as well as reporters and editors, subconsciously builds the idea that this company is always in the news for its ability to grow and remain relevant. Updating blog posts on a regular basis with substantive information builds a knowledge trove that visitors to your website can constantly rely on and refer back to, building loyalty. Doing the smaller things right can give a company a strong base which will make them more likely to receive more expansive coverage. And if some negative news should befall a company, having a previously built foundation of positive news can help to lessen the impact of the unwanted publicity.”

Top insider tips for successful marketing
“A picture tells and sells the story. Adding a photo to a post on Facebook or LinkedIn will help you to stand out and get noticed. It will also add value to your press release for local newspapers and online postings. Keep your content brief – people are inundated with information, so your blog or posting is best received if you stay with one point.” Colleen Cimini, PR first
“Don’t neglect your email list because you’ve found success on social media. You don’t own your social media platforms but you do own your email list. Use social media to grow your list so you’re always guaranteed a cost effective way to communicate with your audience. “

“Take time to integrate all your marketing before you execute. Too many businesses have one person or vendor do their print ads for instance, and another do their social media, and they don’t collaborate. You’re spending all this time and money on these activities, get every bang you can for your buck and make your marketing work harder for you. “

“Use Facebook’s lookalike feature to find new fans that mimic the demographics and interests of your existing customers. I’ve had great success using this tool for retailers, hotels, restaurants and niche services.” April Merrill, Coastal Mountain Creative

“Successful marketing is more than just putting together marketing strategies and tactics. The only way that a plan can be successful is when you sell it to all parts of your organization and that the business is fully on board with living up to the promises of your brand on how your product best satisfies consumer needs.” Brad Schiff, Pierce-Coté Advertising
“My current favorite is ‘Content is king, but dissemination is queen and she wears the pants.’ What that means is that you not only have to create content that is valued by your customers and prospects, you have to find ways to put it into their hands regularly. It goes back to knowing your customer and what their needs and likes are, then providing them and your prospects with useful information. Content marketing is not only for big brands – small businesses can do it too and it is as easy as sharing tips, tactics, hours, menus, recipes, images, etc., through social media marketing, email marketing and, of course, on your website.” John Garvey, GCAi Digital Marketing
“Think creatively, be consistent and don’t fall for quick fixes. Good marketing doesn’t have to cost a lot of money, particularly if you leverage partnerships, create brand ambassadors who can tell your story for you willingly, and connect authentically with your customers.” Kate Sheehan, Telltale Media
“I’d say the most efficient place to start marketing is search engine marketing. There is very little waste with a pay-per-click model. I’ve also heard a lot of good things about the power of inbound marketing, with vendors like HubSpot, as a way to nurture leads.”Marilois Snowman, Mediastruction
“Determine your business goals, target market and create a marketing plan. Do not keep switching your marketing direction. This will confuse your audience. Stick with it, social media ROI takes time. Be sure to have the correct image sizes for all of your cover photos and have them contain a call to action. Keep your brand consistent throughout all of your social platforms. Follow what is trending to stay current. Stay active, don’t let your businesses social become dormant.” Michelle Flynn, Socially Yours Marketing
“Be different, be better. Stand out from the crowd. Get attention. Deliver delightful products and ruthlessly efficient service. Happy customers will bring others who look just like them.” Steve Dubin, PR Works
“The most common mistake small businesses make, and it’s an understandable one, is to focus their messaging solely on their own products and services. After all, it is natural to want to promote what it is you sell or offer so that you can grow your business. But that’s not necessarily what is going to capture your customers’ and potential customers’ interest. Remember, people do business with people that they know, like and trust. The nature of social media is so powerful because you can efficiently help so many more people know you better, like you more and trust you more. The key is to provide content and messaging that is valuable to the end user thereby showing them that you are authentic, likeable and trustworthy. So providing tips, answers to frequent questions, insights into changes in your industry and how they will affect your customers is a good place to start. I like to think about it this way: if the content you are offering will help your customers live their lives a little more easily today, you improve the likelihood that your audience will open your email and engage with your posts because they will find it valuable. They will also get to know, like and trust you.” Heather Jackson, Constant Contact

The changing world of marketingRead More

Category: Company NewsTag: content management, South Shore public relations

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