We have come a long way in this series about LinkedIn and good content to gain a branding edge. Part 1 talked about the different properties to get your content seen on LinkendIn in order to get a competitive advantage. Part 2 discussed more specific tools and possibilities for marketers to take advantage of LinkedIn in order to brand themselves, and through that, their company. In Part 3, we’ve discovered how a brand can ensure that its content gets seen by its audience. Now in the final part, we’re going to take a closer look at original content and curating content. (more…)
Part 1 of this LinkedIn series talked about the different properties to get your content seen on LinkedIn in order to get a branding edge. Part 2 discussed more specific tools and possibilities for marketers to take advantage of at LinkedIn in order to brand themselves, and through that, their company. In this part, we’ll discover how a brand can ensure that its content gets seen by its audience.
Part 1 of this LinkedIn series talked about the different properties of LinkedIn to get your content seen in order to get a branding edge. Part 2 will talk more specifically about the tools and possibilities for marketers to take advantage of at LinkedIn to gain a branding edge for themselves and their companies, as suggested by Dan Roth, executive editor of this platform.
The LinkedIn Company Page
The first tool every company should be using is the company page or profile. As already mentioned in Part 1, this is the number one tool for any business to get seen on LinkedIn and have a credible and established presence within the LinkedIn professionals community. As explained before, these pages are created when someone puts that business in their personal profile. The company should then assign a manager to that page to make it come to life. (more…)
I recently listened to Dan Roth, executive editor of LinkedIn, at a PR Week conference. He talked about LinkedIn and how brands can take advantage of it to get a branding edge. This will be a 4-part series about his insights. The first part, this post, will talk about the different properties of LinkedIn and how they work for your brand. The second part will focus on specific tools available on LinkedIn and how brands can take advantage of them. And the third and fourth parts will be focusing on how to create great content and how to ensure it gets shared and seen to propel your brand forward. (more…)
I came across this article on distinguishing different kinds of media placements on PR Daily. It is written by Parry Headrick, vice president of marketing and communications at Matter Communications. He shares some interesting insights on how you can push out your message through media and what options you have. With this guide, it becomes easier for you to know what sort of message goes to which outlets and departments within those outlets. It might also be a way for you to think of different avenues you can push your message out to the public. So without further ado, here is how you distinguish between paid, owned, earned, traded and shared media. (more…)
As a PRSA member, I recently got to attend a luncheon focused on crisis communications. This luncheon couldn’t have come at a more fitting time: Right after the Boston Marathon bombings and right when Disneyland had to shut down some of their major attractions. Not that you could compare a Disneyland ride closure to a marathon bombing. But being in Orange County right next to Disneyland, it’s an appropriate topic to talk about when it comes to a crisis, especially when the senior vice president of Disney’s marketing team is on the panel.
And consider what just happened in Bavaria, Germany. They had such devastating flooding, it was even all over the news here in the States. I recently read about BikeSherpa, a company planning bike trips for their customers in that area of Germany. They had just put together a whole Facebook marketing strategy, when the flood hit and they couldn’t implement any of it. So what do you do in these instances? (more…)
Over the past year I’ve really noticed the change in social media, and how it is being used beyond personal use and being more integrated into business. And after reading this article about why social media is more important than ever before, I couldn’t help but agree. This is where businesses today should start to focus more on – their digital presence, their social media profiles. (more…)
The marketing profession is changing. The Mad Men-style era of marketing, which prized creativity above all, has evolved as technology provides new opportunities to track performance and create data-driven marketing campaigns. While many view this shift from creativity to data as a battle between two distinct and separate ideologies, the truth is that marketers can’t afford to pick sides.
The modern marketer needs to be multifaceted, with one foot planted in art and the other in science. The daily responsibilities of a marketer are not conveniently divided into quantitative and creative tasks and marketers that truly excel in today’s environment are those that can shift effortlessly between these two mindsets. Marketers need to become part artists and part scientist. We have put together the infographic below to help highlight the tremendous assets marketers can bring to the table if they are able to find a balance between the two.
Click on the image to see a larger version:
Companies who have waited to get started with social media still have an opportunity to get started with website updates, social media interaction, blogs, and other digital marketing tactics.
Whether you’re the owner of a small company, or running a corporation, if bringing your digital marketing in-house isn’t an option, working with an agency is an optimum solution.
The problem is that there are plenty of agencies out there who are ready to take advantage of people who don’t understand social media, web analytics, website design and development, and SEO. These agencies can charge customers unfair prices and may not deliver on their claims because they assume their clients won’t know any better. Clients sign up for a contract and are able to say, “We’re online” but aren’t seeing ROI, and aren’t incorporating their digital marketing into their overall marketing mix. Clients probably have no idea what their website is or isn’t capable of, what level of engagement they have with customers, or if the SEO research the agency is doing is working.
Here are 8 questions to ask before hiring an outside agency
- Does the agency have an updated, modern website? If the agency’s site looks old, is difficult to navigate, and not attractive, chances are your website won’t be either.
- Does the agency have examples of their work on their site? (Portfolio) This gives you an idea of their aesthetic, types of clients they work with, and their creative capabilities.
- Do they have clients you can call for a reference/recommendation?
- Does the agency offer a free consultation? This gives you and the agency time to see if the relationship is a good fit, bounce ideas, and get a feel for how the agency works.
- How often do they send analytics, and how often will they schedule meetings to review the analytics? (a monthly meeting is ideal for a meeting)
- Do analytics cost extra? If they do, I don’t recommend hiring that agency. Analytics show the progress and successes of your and the agency’s work. Agencies should WANT to show you the progress of campaigns.
- If the agency will be doing SEO for you, make sure you get notifications of which keywords they’re testing and the progress of that testing. (Again, this should not cost extra.)
- Will the agency or will you be updating the website? This is something to discuss with the agency to figure out the best solution for your company’s needs. If the website will be updated daily, someone in-house should be able to update it.
One of the last things to consider is the length of the contract. I’ve talked to many companies who got “a great deal” by signing up for a 3-year contract. What ended up happening is they forgot about their website, didn’t work with the agency (and the agency didn’t call them to discuss updates) so the agency got a lot of money for not a lot of work. A 1-year contract is the longest I’d recommend because that is enough time for the agency to test out campaigns, build up engagement, and to see if this is a relationship you want for long-term.
What other questions do you recommend asking an agency? Are there questions you wish you would have asked before working with an agency? Let me know in the comments section, or call Branding Personality at 1.888.747.3263.
As I was doing my daily reading this morning, I came across this article. It resonated quite well with me. Here at Branding Personality, we consult many clients that come to us with exactly these problems. ‘5 Common Social Media Mistakes Brands Commit‘ originally appeared on PR Daily. Digital marketing has come a long way in the last few years, evolving from a nice addition to your marketing strategy to a necessity for most businesses.
Thankfully, most small- and medium-size businesses (SMEs) avoid creating a social media presence just for the sake of being online, but there are other traps they fall into instead. Here are the most common problems. (more…)