Company News

Having 500 LinkedIn connections is not enough to make the phone ring. The Leveraging LinkedIn seminar teaches attendees how to transform that passive channel into a robust, proactive lead generator.

Steve Dubin of PR Works, a full-service Public Relations and Advertising firm based in Plymouth, MA will lead two LinkedIn Sales Funnel seminars in May:

May 23, Plymouth Chamber of Commerce, 134 Court Street, Plymouth, MA, 8:30am to 10am;

May 30, Cranberry Country Chamber of Commerce, 9 Clayton Road, Middleboro, MA on 8:30am to 10am.

Cost is $49 per person.

The session will include:

• A review of your LinkedIn profile and how to maximize it to be found and convert visitors;
• How to use LinkedIn’s advance search to create a prospect profile and segmented target audience by Industry, Title, Geography, etc.;
• How to develop a drip campaign and ask for five connection requests per day; the essence of a messaging system – including five messages to develop a know, like, trust relationship with the recipient;
• When to allow prospects to “marinate” and wait for a response;
• When to ask for a telephone or coffee meeting;
• How to harness discussion group to showcase your expertise;
• How to leverage LinkedIn’s Pulse publishing to expand credibility;
• When to add profile updates and use the gentle prod;
• How to export LinkedIn contacts to a spreadsheet and utilize that e-mail data for a monthly e-newsletter.

Register for Plymouth Session on May 23

Register for Middleborough Session on May 30

To register, click on the link above or contact Steve Dubin at (781) 582-1061 or by email at SDubin@PRWorkzone.com.

May LinkedIn Sales Funnel Workshops show the way to new businessRead More

Don’t miss the February 21 workshop in Pembroke to see how you can use public speaking as a key part of your marketing strategy

You probably have a very good grasp of your topic. You just know that speaking locally or on a bigger stage would generate new clients, expert positioning, more referrals, better personal and company branding that differentiates you from the pack. The Speak Up, Power Up Public Speaking seminar can help lead to center stage.

The seminar will take place on Wednesday, February 21, 8-9:30 a.m. at ACTSmart, 70 Corporate Park Drive, Suite 1225, Pembroke, MA 02359. The seminar will be led by Steven V. Dubin, founder of PR Works, who has both spoken locally and nationally and has been making similar speaking arrangements for clients for over 25 years. The seminar is $49 per person. Business professionals are encouraged to attend.

From the local accountant to the national business coach, speaking engagements are a powerful way of moving prospects to clients. What are some of the false barriers to landing speaking engagements? Are you not sure of who to reach out to. Is it that you just don’t how to reach out? Or you are not sure how to package the message or manage the arrangement details.

This seminar will answer these questions. Attendees will learn how to identify your best targeted, build a database of prospects, develop an outline local or national speaking opportunities, submit your credentials to national speaking portals and references, create a host of speaking topics, draft a speaking kit, prepare a presentation, reach out to potential speaking sources and coordinate the details of the speaking engagement.

To reserve a seat, please contact Steve Dubin, PR Works, (781) 582-1061, email – SDubin@PRWorkzone.com. To register directly online, click the links below:

Wednesday, Feb. 21, 2018
8:00 a.m. – 9:30 a.m.
ACTSmart
70 Corporate Park
Suite 1225
Pembroke, MA 02359
Register here

LAST CALL: Speak Up. Power up public speaking for expert positioning.Read More

I didn’t know what 😉 (frown, sad) meant. Nor did I understand a 😎 (smiley with glasses) reference.

As a communicator, I need to know.

And I wasn’t always clear on a bunch of abbreviations. AFAIK (as far as I know) or F2F (face to face). Sure, I’ve been using NFI (no friggin’ idea) for quite some time.

Language and its related symbols are meant to include and sometimes exclude people. As a marketer I am often targeting niche groups and specifically using their language and jargon. Careful, you don’t want to make prospects :-II (angry).

IAC (in any case), I’ve brushed up on acronyms and emoticons. I’ve even brushed up on my diamond codes <jk> (just kidding).

For a full outline of abbreviations, emoticons and diamond codes – here is a terrific source.

IMHO (in my humble opinion) enjoy!

;-), ;-), nod (Wink, wink, nod.)Read More

How often have you heard, “it’s not what you say but how you say it”? When it comes to e-newsletters you can add in another variable: when you say it.

Getting your message and call-to-action across in an e-newsletter requires thought in the planning and skill in the execution. Yet if you send out your newsletter when a good number of your target audience isn’t likely to be checking e-mail, you’re lessening the effectiveness of your e-newsletter. Some of your list might not even see it at all.

You want to give your e-newsletter the best chance to be seen. That’s why selecting the right time of day and day of the week is critical. Constant Contact is one of many e-newsletter companies that’s studied best times to send out e-mail by industry. Here are some examples of best times to send by a few different categories:

• Health professionals (e.g. doctors, dentists, chiropractors) – Friday, 4pm
• Education – primary or secondary schools, Saturday 2 pm
• Professional services – Monday, 5 am
• Home and building services (e.g. construction, HVAC, landscaping, etc.) – Thursday, 8 am

If you really think about it, that does make some sense. Health professionals probably have patients’ personal e-mail addresses. Those are more likely to be checked when people are at home or in transit during their personal time. Sending at Friday at 4 pm heading into the weekend improves the likelihood of an open more than a Monday at 10 am issue. You could say the same about the education e-newsletter, too.

Professional services you can see as well. Your target audience is likely to be people at their place of business. So, the goal is to not only get them at the beginning of the week on a Monday but to be near the top of the Monday morning in-box when people get to the office (e.g. many people get to the office anywhere from 7:30 am to 9 am).

Selecting the right day and time definitely helps but your e-newsletter still needs a slick look, beneficial content and a definitive call-to-action. If you have an e-newsletter and are struggling to get opens-or merely struggling just to get some content and the design together, drop us a line or give us a call.

e-Newsletters – It’s what you say and when you say it (or when they read it) that mattersRead More

As a PR/marketing firm, we often are asked about trends in marketing, particularly B2B marketing. Yours truly recently shared some thoughts that appeared in an article entitled 50 Experts Reveal the Best B2B Marketing Strategies in 2017.

Here’s a snippet from my contribution to that article:

Here are some trends we see, in particular to B2B marketing:

Our PR/Marketing clients tell us that they don’t give a damn what channel we use, they just want new CUSTOMERS.

LINKEDIN

LinkedIn is much misunderstood. Considered a panacea by some and a nuisance by others.

LEVERAGING LINKEDIN

You probably have a LinkedIn profile. You also probably question why. Maybe because everyone else seems to have one as well.

The real VALUE of LinkedIn? Two components–groups and the sales funnel.

Groups!

Yes, groups within LinkedIn can help you target your niche audiences. For example, one of our clients manufactures green products used in residential and commercial building and renovation.

As a relatively small company, they don’t have the budget for a major media advertising campaign or other big-ticket rollouts. How do they reach their core prospects and referral sources?

Right. LinkedIn is among the tools we are helping them access. They’ve tapped into LinkedIn’s robust array of groups specifically formed for facility directors, commercial real estate investors, green building leaders, etc.

With a bit of research, we helped our client join these groups. The next step is to post news, research and other information to these groups on a regular basis. Another way to connect is to

START discussions with a question or ask for feedback.

Our client continues to expand their relevance, visibility, and viability to key prospects.

Click here for the rest of the article.

50 Experts Reveal the Best B2B Marketing Strategies in 2017Read More