New Media Public Relations

October 5, 2010

If you were to ask several people to explain public relations, you would probably get a different answer from every one of them.  The majority would most likely confuse it with marketing or advertising, however, public relations is much more than that.  In short, it is the act of cultivating and promoting a positive image for specific companies, organizations, individuals, or even an entire business or civic sector.

This undertaking requires expertise in areas such as organization, research, analysis, planning, and execution.  All of these attributes are put to work to obtain information from relevant business and public sectors, then organized and crafted into a straightforward and strategic plan of action.  This plan is indispensable in providing a company with multiple resources that enable them to communicate with their targeted audience, and support effective interaction with the public.  The advantage of new media public relations is that it provides additional vehicles for communicating, and distributing important company content.  However, it also gives the customers a stronger voice, which requires a two-way communications strategy.

The goal of new media, as it relates to public relations, is to assist clients with technological programs that help drive buyers to their company website, build online communities, improve customer communication, and improve their online presence.  Think about this; when you consider that your company’s content is available on the internet for millions to see, you certainly understand that it is to your advantage that the content is expressed clearly, consistently, and that it demonstrates proof that your company is trustworthy and reliable.  This can be accomplished using relevant company news, client successes, new or improved services, or thought-provoking dialogue.  In a business-to-business environment, prospects more than likely get information from traditional sources such as trade magazines, newspapers, industry conferences, meetings, business associates, and sales presentations, but more and more are now turning to the internet for information.  In addition, people tend to seek out online information to learn about a company before they contact them.  In doing so, they do not simply rely on your company website.  Instead, they use the sum of all available information on the internet where they can read your press releases, articles, your customer’s blog comments, employee posts on social media sites, as well as performing organic searches.  Therefore, enhancing your online presence requires new media public relations programs, and a consulting firm that is experienced in how to best utilize it efficiently and effectively.  Let’s face it, in today’s information driven society you need a public relations service that can help ensure your business is a success, and projecting a positive company image is where it all begins.

What a SWOT Analysis is and Why You Need One

October 3, 2010

If you are contemplating the prospect of a new business, it is crucial to start off on the right foot, and if you think that means writing a business plan, you would be wrong.  Before you can attempt to create a realistic and credible business plan, you must first perform a detailed assessment of your projected business, as well as your competitive environment.  That first step is a SWOT Analysis.  “So, now you are scratching you head, and wondering what a SWOT Analysis is.”  First of all, the term “SWOT” is an acronym for “Strengths, Weaknesses, Opportunities, and Threats,” and believe me, every start-up business or established corporation has them.  These four characteristics change or continue to develop, so you will actually reassess them throughout your business life.  What is important in the beginning is that you recognize those characteristics, understand what they mean, weigh your options, then proceed as planned, make changes, or if necessary, go in a completely new direction.

A SWOT Analysis essentially shows you, in black and white, if there is a viable niche for your business, or the need for a new product or service.  It equips you with the knowledge and confidence you need to make sound business decisions.  That is, it enables you to capitalize on your strengths, improve any weaknesses, tap into all available opportunities, and block any threats that may impede the success of your business.  So, what are some examples of those characteristics; Strengths are internal assets and advantages that may include a lack of debt, cash reserves, education, experience, financial backing, a product, or a businesses location.  Weaknesses are internal hindrances such as debt, a lack of experience, an inefficient accounting system, lack of a website, inconsistent marketing, or employee problems.  Opportunities are external items or events that present an opportunity for your business.  These could include a new market, a new contract, a competitor that is going out of business, or anything that can strengthen your businesses profitability.  Threats are external conditions that can be harmful to your business.  These might include the economy, a new or bigger competitor, a shrinking market, or competitors pricing or incentives.

Once you know what your SWOTS’s are, you will have a clear idea of what your business looks like.  Knowing that will assist you in deciding where you want to go, and how you plan to get there.  Once the project of a SWOT Analysis is complete, then and only then, will you be prepared to sit down and design a solid business plan that financial institutions, backers, or partners can take seriously.

The Importance of Marketing Collateral for Business

October 2, 2010

Why do some businesses fail within the first few years? One of the reasons is ineffective marketing. In traditional marketing the marketing collateral determines your businesses success rate. Marketing Collateral is printed materials that portray the business and its products and services. The printed material can be in the form of brochures, fact sheets, fliers, logos; press releases and more. Your marketing collateral should out shine your competitors. Successful marketing collateral interprets in a powerful way what a product does, the benefits it brings and why a reader’s curiosity should be peaked about learning more.

Marketing Collateral must be effectively implemented into your marketing plan. It is vital that it be focused and targeted on a definite audience and it is something palpable in their hands. It is the element that gives the appeal that your product has for the usual consumer, also it cerates awareness of your product, which is the key for the customer to visit it.  When you have generated marketing collateral for your product, use this design constantly for your marketing theme and your product will automatically come to mind with your customers. Collateral marketing should sell your product. The wording is always important it should be simple and to the point and make a lasting impression on your customers or potential customers. You should always extend the expectations of the customer by delivering upon all the information within your marketing collateral. This will in time make loyal customers and a business relationship with them also. You need to get the awareness of your customers and potential customers. Get them interested in your products or services. Then increase their aspirations to learn more about what you are offering.

This can be accomplished by using the powerful tool – marketing collateral. This powerful tool will convey the strength and merit of your business to prospects. Quality marketing collateral must manifest overpowering copy and excellent design, developing materials that make you stand out over the competition is the key. This difference is necessary to appeal to customers and enhance your market position. To guarantee success collateral should be used with compact statements that are to the point and that show benefits and significance to the consumers. Marketing collateral is a supportive tool to help your company establish trustworthiness along with advertising your products and services. Collateral should heighten your brand and show a satisfactory message to your customers. Raise your business position in the market with marketing collateral.

Why is SEO So Important for Your Business?

July 28, 2010

It’s amazing that as long as the internet has been around that many companies are still asking “Do I really need to be concerned with SEO?”

The answer to that question is a resounding YES! Today more than ever, businesses need an online presence. This is a great way for a business to market their products and services to a whole new market regionally, statewide and even internationally. For the “newbies” who finally now have a website, marketing that site becomes a marketing priority. Having a website doesn’t mean you’re maximizing your businesses exposure. If you don’t market you business website then you are merely at a standstill and going nowhere.

Utilizing the power of SEO is as important as your traditional marketing efforts. While traditional marketing is excellent in it scope, it only works in a very specific area or region. Not to mention it’s expensive to market nationwide or even worldwide. Cost can be a huge factor with traditional marketing however with SEO it’s not only necessary but cheaper as well. Your ROI (Return on Investment) is also higher when utilizing SEO.

A website offers your customers so much information in one location. So with traditional marketing you may have a brochure for one thing, a postcard for another thing and a flyer for something else. With your website you have one main source for all the information your customers will need.

By utilizing the power of SEO, you can optimize your website and make it easier for search engines like Google to find you. SEO uses things like keywords, key phrases as well as meta tags to enhance how search engines find you. It allows your website to easily found by your target customers. In other words, your website is like a bicycle and SEO is the chain that moves it ahead.

Why Build Your Brand?

July 16, 2010

Building your brand has never been more important than now. The economy has taken a slump and now businesses are in pass or fail mode. Your “brand” is the name for your products and services. Your brand is the heart and soul of what you do. It is your representation to the world of who you are.

The business world is very competitive. There are probably a few other businesses that are in the same market as you; selling the same products and services. So what sets you apart from them? That’s simple – Your Brand! While technology is changing; your brand stays the same. While the economy may be fizzing; your brand stays the same. Your brand is the one constant thing you have in the business world. Your brand will have value. For example, Nike is a brand. So while their shoes have value, it’s the name (the brand) everyone knows. It’s the name that has value.

There are three types of brands:

• Primary Brands – This is your main brand; the core of who you are. It’s the umbrella under which other brands can fall.
• Secondary Brands – This is a second line of branding and doesn’t have to have its own brand name. The brand can be an extension of the primary brand. So for example, Johnson and Johnson is the primary brand. Johnson and Johnson Baby Powder is the secondary brand.
• Tertiary Brands – These are brands that don’t really generate revenue the way the primary and secondary brands do. This could be a generic line developed by the company.

Once you have developed a brand you must then think of how to market that brand. However, general marketing will not do. How people perceive the brand is going to make a huge difference to the success of that brand. Take for instance Geico Insurance. While they boast cheaper prices than their competitors, they have marketed wisely and in a way that people perceive them as a truly competitive insurance company. Their slogan “15 minutes can save you 15% or more on car insurance” is catchy and unforgettable. Combine that with the marketing gimmick of the Gecko and you have a brand that is memorable and perceived well by the public.

This is the heart of what branding is and can do for you. If you haven’t developed a brand yet – “what are you waiting for?” Each day that passes is another day in which your company is losing money to the competition. So get started today!

The Four P’s of Marketing – Why You Need Them

June 23, 2010

Marketing can be a difficult thing to understand. Many think that it’s just a matter of placing a few ads, making some fliers and distributing a few press releases. If it were that easy then everyone would be doing it and their businesses would be booming. However, the fact is, it’s not that simple. There’s more to marketing than what most people see.

With marketing before you begin any campaign, you need to have all your facts gathered. This includes doing an analysis to determine what others in your niche market are doing as well as who are your customers and what are their buying patterns? Knowing this will allow you to develop a highly specific and profitable marketing campaign.

In the marketing world, there is a commonly used method call the 4 P’s. This stands for Product or Service, Place, Price and Promotion. If you focus on only one of these areas then you’re not going to market as effectively as you should. By mixing these items together and really analyzing each part of the 4 P’s then you are leveraging your business to achieve maximum profit from your marketing campaigns.

So, a way to look at it would be:

Product or Service:

What does your customer want from your product or service? How will they use it?

Place:

Where will your customers be looking for this product or service?

Price:

What value will your customers see in your product or service? What price will they be willing to pay? What are your customers charging for similar products or services?

Promotion:

How will you get news of this product or service out to your targeted customers?

Granted these aren’t the only questions you should be asking yourself in these areas but you get the point as to how the 4 P’s really make you analyze your business to determine the best marketing efforts for your business. In the end, it’s about positioning yourself above the competition. The 4 P’s is a tool to allow you to get ahead of the pack if you use it properly.

The Power of Email Marketing

June 19, 2010

If you’re a business owner, then you’re constantly looking for ways to market your products and services. While you have used traditional marketing efforts, you are now exploring ways to use internet marketing to its fullest potential.

One of those ways is email marketing. Too often, companies overlook this form of marketing because they feel that with so many spam filters today that it’s just not worth it. Many also feel that email marketing is a thing of the past since we have so many other outlets like social media marketing, blogs, SEO, etc. This couldn’t be further from the truth.

Email marketing is still a very effective form of marketing. As a business, you simply don’t have the time or money to waste on something that is ineffective. Email marketing, when timed perfectly and targeted to your specific audience, can gain you valuable exposure. Once you have developed the concept and laid out your email marketing campaign, then you need to test it.

Some may say you need to send out an email as specific intervals. This is true however; the intervals need to be times that are proven to work for your customers specific patterns. Only you know your customers. So perhaps in the first two email marketing campaigns you can send them out at different intervals and then compare them to one another to see which campaign got the most results and why. Email marketing is affordable and you can track your campaign results easily.

You need to begin with a valid database of contacts. The issue with spam is those companies who send out emails to anyone and everyone. Most companies have a database of potential and current customers. Potential customers can come from a newsletter mailing list, a webinar training, etc. Current customers are already in your system. Make sure to target each campaign to a specific customer. One campaign generally does not work for all. For example, you would word an email to potential customers differently than you would for your current customers.

Email is here to stay and when used properly, it is one of the most cost effective and quantitative forms of marketing you can have. Email is still a powerful tool. Try this form of internet marketing today and see how it can help your company’s growth. You can also combine it with other forms of marketing to create a dynamic marketing tool. Everyday millions of people read their emails. Your campaign could be one of those read items.

B-to-B and B-to-C Marketing – How to Use Them to Increase Your Revenue

June 16, 2010

Being a business owner, you assume that you know the in’s and out’s of the business world. The term business to business marketing is not new. However, if you’re a new company or you simply don’t understand this concept, then let’s look closer at this business term. Business to Business or B-to-B marketing is the marketing of goods and services to another business. Sounds simple doesn’t it? Surprisingly, if you were to ask a handful of people what B-to-B marketing was, chances are you get all different answers. The same applies for B-to-C  (Business to Customer) marketing.

In marketing, no matter who you’re marketing to, it is always best to set a goal; a target. So if in 2009 you wanted to achieve $500,000 in sales then perhaps for 2010 you may want to raise the bar and achieve $700,000 in sales. While marketing is about business, you need to be able to come up with new and refreshing marketing strategies. A fairly new concept being used over the past few years is using paper and video tutorials (or informative pieces) on the website to increase business. This could be information on how to use a product that is being sold or if you’re offering a service it could be about how that service works or how to choose a provider for that service. While you’re wanting them to choose your company, by giving them more information, you are actually making yourself the expert in this area to this potential customer. This goes for businesses or customers.Of course, this needs to be a constant process. You will always need new and fresh content or tutorials to keep your potential and current customers coming back for more.

Do you know what ROI means? It stands for Return on Investment. The goal is to get a good return on your marketing investment. A great marketing specialist will adjust content and tone to fit the purpose. You can’t use the same piece to market to a business that you would use to market directly to an individual customer. Too often, companies try to use an all-in-one marketing piece. This is the end, is costing more money in the long run because your not marketing wisely and your ROI is going to be lower. In effective marketing tactics backfire in ways you don’t immediately see. However, when you look at the bottom line, the truth is always revealed.

Marketing for B-to-B and B-to-C isn’t a complicated process if you know what you’re doing. While it takes time, in the end when you greatly increase your ROI, you’ll see why the process is so valuable.

Why a SWOT Analysis is Important

June 4, 2010

Marketing your business is an important part of running your business. You can’t progress and become successful if people don’t know who you are and what you do or have to offer. How do you know what marketing efforts you need? Which areas of your company or organization are excelling and which wants are declining rapidly?

This is where a SWOT Analysis comes in handy. What is a SWOT Analysis you ask? SWOT stands for: Strengths, Weaknesses, Opportunities and Threats. When attempting to determine where your marketing efforts need to be placed, the SWOT Analysis shows you the areas where you’re doing fine and where you really need a helping hand. It gives you an overview of where your company stands. Be prepared for what you will see. Not everything will be perfect. You will have weaknesses and you may even be surprised at the areas that you thought were strong that really aren’t. You will see the internal and external factors that are affecting these various areas within your company.

Below is a sample of what a SWOT Analysis looks at:

Overview

\     /

Internal Analysis                    External Analysis

/ \                                                   / \

Strengths   Weaknesses       Opportunities   Threats

Strengths are your company’s resources and capabilities. This could include solid branding, strong customer base, etc.

Weaknesses are your absence of strengths in certain areas. So this could be things like a bad reputation or high costs in an area.

Opportunities are areas where you have opportunities to grow. This could be a new niche area that will benefit your current customers as well as bring in new customers.

Threats are things that can adversely affect your business. These can include changes in the economy, changes in consumer spending habits, etc.

By using the SWOT Analysis you get the whole picture, internally and externally. This will help you determine where your company is standing in the grand scheme of things.  The information is placed into the SWOT Matrix to show you these various areas. This is because not every opportunity is going to be one that you want to take advantage of. Why? Well, it may not be the right time or financially it could be very costly. So you have to look at the big picture and the matrix allows you to do that. Below is what a sample matrix looks like:

SWOT Matrix

	Strengths	Weaknesses
Opportunities	S-O strategies	W-O strategies
Threats	S-T strategies	W-T strategies

S-O is opportunities that may be a good match for your company.

W-O these are areas where you may need to make some adjustments to them before you can turn them into an opportunity.

S-T allows you to see the ways that you may be able to counter the threats affecting the company making you less vulnerable.

W-T these are areas where you can provide a game plan that allows you to “build a fortress” around your weak areas so you aren’t so susceptible to external forces that could weaken your company.

Using a SWOT Analysis when you’re looking at marketing is very beneficial in the long run. While it takes some time initially writing down all the details, the entire plan will come into view and you will have a better sense of the direction that you need to go. It’s a very valuable tool that no company should be without.

The Power of Internet Marketing

June 3, 2010

With the invention of the internet, the world of marketing has taken on a whole new life. Traditional marketing efforts were always:

• Newspaper Ads
• Billboards
• Television Commercials
• Radio Announcements
• Magazines and more…….

With the internet, you ‘re reaching more people than just the one’s in your region. You can reach out to people worldwide. What does this mean for businesses? It means a new market of potential customers waiting for you. The world of internet marketing includes:

• Internet Ads (like Google Adwords)
• Article Directories (like Ezine, Squidoo)
• Websites
• Social Media
• Podcasts
• SEO
• Blogs and more………

So when it comes to the internet, are you marketing your company as effectively as you could be? Start by reviewing the list above. How many of the internet marketing tools are you using? If you’re using less than four of them, then you’re cutting your business short by not tapping into this market. Writing articles on your particular niche and then distributing them to article directories gets you valuable linkbacks to your website. That is of course if you have a website. Yes, believe it or not in this day and age, there are numerous companies that don’t have a website in place. In addition, Facebook and Twitter may be all the rage with people trying to stay in contact with one another but they’re also valuable marketing tools. Blogs are one the most used marketing tools online. A blog not only informs and educates but it markets to potential clients. In the traditional marketing world, you give a potential client a coffee cup to remember you by. With online marketing tools like a blog, you give them information they need. This makes them come back for more.

The internet offers so much when it comes to marketing. The key is learning what is available and learning how to use it to benefit your business. In the end, you have everything to gain but a lot to lose if you let these marketing tools pass you by.