Three Best Practices for Content Marketing

These days, one of the most common strategies for building relationships and engagement with customers is content marketing. Content marketing establishes your company as a thought leader, gets customers involved (especially if they are sharing your content across their social media networks), and keeps you top of mind.

It’s no wonder that, according to the Custom Content Council, 55% of business-to-consumer (B2C) and 54% of business-to-business (B2B) brands plan to increase their content marketing budgets in 2013.

Content marketing involves the use of high-value articles, blogs, infographics, and other informational materials to establish you as a thought leader and “go to” source in your vertical market. Newsletters, postcards, email, and social media are all important channels for distributing content.

If you are going to invest in content marketing, there are three best practices to keep in mind:

1. Know your audience.
Content marketing isn’t about filling mailboxes with promotions focusing on your company’s needs and priorities. It’s about providing your readers with information that is important and interesting to them. Start by creating a basic profile of your target audience and knowing what makes them tick. If possible, segment your mailings so you can target the content by interests or other demographics.

2. Track where the recipient is along the buying cycle.
The typical buying cycle involves five stages: identifying a need, determining potential solutions, evaluating the available options, negotiating the purchase, and making the buy. If you know where the person is in the buying cycle, you can provide information appropriate for what they may be thinking about or need at the time they receive the communication. This isn’t about hitting them with overt marketing pitches, but providing valuable, appropriate information to help them move forward to the next stage.

3. Develop an editorial calendar.
Be purposeful about your content strategy. Don’t leave it to chance. Develop a plan for what you want to include in your blogs, social media, and mailings, and execute your plan strategically. Develop appropriate material in advance and release it on a timeline that provides the right content at the right time.

Need help with content marketing? Talk to us about helping you develop valuable, multi-touch, multi-channel solutions to help you engage your customers and stay top-of-mind.

Instagram: a picture is no longer worth a thousand words, but rather a billion dollars

It’s no secret that the social media revolution is in full swing. If you’ve watched the news or used any social network lately, it is likely that you’ve heard that Facebook bought Instagram for a billion dollars in April. Less than two months later, Instagram, a free photo sharing app, is now also one of the most popular social networks. As social media shifts the way we communicate, the practice of public relations must integrate use of these powerful news outlets.

Twitter and Facebook have allowed us to break news instantly, but Instagram was developed with the idea of keeping it mobile and visual. Cell phones have become a fifth appendage for most people, constantly in our hands wherever we go. For a generation constantly on the go, Instagram has transformed the way we share these experiences. Although statuses are updated constantly, a photo is a universal language that quickly catches our attention and also leaves a lasting, memorable impression. Incorporating Instagram into the public relations mix proves the old saying “a picture is worth a thousand words.”

Although Instagram was launched in 2010 and initially supported on Apple products, the app exploded when it was released in April 2012 to the Android market and immediately purchased by Facebook. President Obama has even recently begun using Instagram to share photos and keep the public updated. Mark Zuckerberg, Facebook’s CEO, announced that he is committed to building and growing Instagram independently, which allows users to keep posting pictures to competing social networks like Twitter, Foursquare and Tumblr, providing ultimate exposure.

Businesses can utilize this social network by sharing filtered snapshots and documenting day-to-day work life that gives followers a sense of your company’s culture. Also, Instagram now provides hash tags so that users can tag their photos, making it easier to both be found and search for the things that interest you. Ultimately, Instagram has become a social networking giant and an extremely effective public relations tool.

If you are a business or an individual, how have you used Instagram? Share your photos and experiences with us.

Five reasons why you still need traditional media in your PR mix

With the rise of social media, many “experts” have predicted the demise of traditional media, whether for information dissemination, advertising, marketing or PR. In fact, one of our clients recently commented, “I am not so sure I need access to a traditional reporter anymore!” While we encourage clients to include social media in their PR strategy, we would not advise anybody to drop traditional media. It may seem that traditional media is losing its usefulness. Many newspapers and magazines have folded up. More and more people are turning to social networks first to get the news. And popular bloggers are reaching incredible numbers of people. All this is true. However, we still need traditional media for PR. Here are five reasons why:

1. Traditional media are instantly recognizable.

Chances are, the average person can recognize your city’s newspaper rather than the most popular blog in your area. Traditional media have been around longer than social media, and many have built recognizable and credible brands.

2. Traditional media give you instant status.

Because traditional media are recognizable and often seen as credible, getting exposure through them gives you instant status and credibility as well. On the other hand, being interviewed on a blog or web TV may not have the same effect.

3. Traditional media still reach vast audiences.

As long as a traditional media outlet is still publishing or airing, chances are, it continues to reach a large enough audience to keep it viable. This is why many online stories take off only after traditional media talk about them.

4. Social media feed on traditional media.

Bloggers often write about what’s going on in traditional media, whether it’s a new TV ad or a story that ran recently in the news. If you land an interview in traditional media, you’re likely to catch the attention of social media as well. Furthermore, appearing in traditional media gives you something to post about in your own blog and in social networks.

5. Traditional media have huge social media presence.

Traditional media outlets often also have an Internet presence, such as blogs and social networking profiles. Those with websites usually get more traffic than even the most popular blogs.

So if you were ready to ditch traditional media for social media — don’t! You still need traditional media to reach an audience and establish your credibility. The most important thing is to target those media outlets that YOUR target market is consuming, whether it’s a digital medium or a non-digital one. Chances are, you’ll do best to have a mix of both.

Mixing, mingling, and mindset shifting Forum benefits Prevail, Inc.

Mark your calendar for Thursday, June 14! This Key4Women Forum focuses on utilizing social media. The $25 registration fee will benefit Prevail Inc., a nonprofit organization that advocates for crime victims and their families. Learn about getting your message out, network with other women and support Prevail’s work. A true win-win-win!

Productivity Do’s and Don’ts for Social Media PR

We are delighted to once again have Robby Slaughter, Founder of founder of Slaughter Development, a productivity consulting firm, as our guest blogger. Robby, the floor is yours!

Every small business is either constantly working to build its public image or suffering from a lack of PR management. The greatest challenge is often just finding the time to keep a campaign moving. Even worse, in today’s fast-paced world of social media, it may seem nearly impossible to stay productive.  How do you keep on top of social media PR while still getting everything else done?

Most importantly, do build a social media PR strategy and follow it closely. If your plan is one Facebook status update per day, and one Twitter conversation with a journalist each week, create a chart and give yourself gold stars as you make progress. It’s easy to get overwhelmed, but with a definition of everyday success it is possible to move forward.

Don’t overschedule messages. It’s okay to have some of your social media messages set up on a timer so that they go out without you having to be online at the same time. However, if you’re not around to answer the reply, you look like a phony.

Do share what you have accomplished. A key aspect of growing your buzz is showing off your latest projects, even if they are not yet complete. People love to taste the soup while it’s still on the stove, so don’t be afraid to give out links to your fans, friends and followers.

Don’t share if you have nothing to show. The most annoying PR message is a hollow promise. If you’re hoping to launch something but can’t let the audience peek behind the curtain, it’s best not to say anything at all. Doing so is a waste of effort and highly unproductive.

Do share the same content at different times and with different audiences using different text. In fact, write several versions of your announcements all at once, and then schedule them for distribution. This helps to broaden your reach while making it less likely that you will annoy someone by sending  them the same message, word-for-word.

Don’t blindly auto-broadcast to different mediums. Modern technology makes it possible to duplicate a status update from Twitter to LinkedIn to Facebook and beyond. Although this seems like a timesaver, a set-it-and-forget-it approach can backfire. Think carefully about each message before a broadcast to ensure it makes sense on every network before a broadcast. If the tone doesn’t work everywhere, customize before distribution!

Do allocate time to research new tools. Twitter is great, but once you learn about Hootsuite, Tweetdeck and SocialOomph you’ll never go to www.twitter.com again. Mark time down in your calendar to research new software on a regular basis, with the understanding that you might not find anything worth using.

Don’t jump on every new network. You can’t keep up with every fad, and your job is to use tools that have lasting value.  You can’t be productive if you don’t learn to master what you already have.

Do read industry blogs. You’re not the only person in the world trying to leverage social media for public relations without spending 90 hours a week doing so. Learn from others by reading and connecting.

Don’t try to do everything yourself. Ask for help. Draw upon your fans and customers. Hire a public relations firm to assist you in developing and executing a productive social media PR strategy.

You can become more efficient and more effective in using Internet technologies to manage PR. Use this list of what to do and what not to do as a guide.

What are some of your favorite do’s and don’ts for social media PR? We’d love to hear from you!

 

Make Your Conference or Event More Successful with Social Media

Maverick Public Relations has the pleasure of helping numerous clients with conference and event planning. But once the plans have been made and announced, our work isn’t over. We make sure the attendees make the most of their time by engaging completely with the help of social media. Here’s how we do it.

• Connect With One Another – Some people go to conferences for the education, some go just to get away from the office. But inevitably, most everyone ends up with a chance encounter that becomes a great business connection. Conference networking is key. Leverage social media networks like Twitter, Facebook, Flickr and LinkedIn to enhance new and already established relationships. Use hashtags (a tag used to categorize tweets according to topics) on Twitter, create a Facebook or LinkedIn group and generate Flickr photos of the event just for those who are at the conference as well as those who couldn’t make it but still want to connect.
• Encourage Information Sharing – Want to know what people are thinking? Ask! As an organizer, you’ll be able to address concerns almost immediately and find ways to enhance your next event when you get those in attendance to share their comments and concerns. You can get this information through social media platforms. You can also use social media platforms such as Foursquare to get people to check in, show which events or booths are the most popular, track stats, and see comments.
• Expand Participation – So you’ve got a great event but ticket sales are down. Maybe you haven’t quite convinced everyone they should attend in person. That doesn’t mean they can’t participate. Use social media to take your event outside the walls of the venue. Use hashtags, photos, videos and other content sharing on Twitter or Facebook’s live stream box.  Have people post questions or comments on your Facebook page and let speakers respond or ask people to vote on things like best picture from an event. Let them in even if they’re not there, and you’ll see ticket sales rise next year.

Social media platforms offer a marketing opportunity to make your conference or event a global experience and allow people to attend in ways they otherwise might not have ever considered. How have you used social media to participate or enhance your special event?

 

 

Send More Traffic to Your Blog Using Twitter

Last week’s blog focused on driving more traffic to your blog using LinkedIn. This week, we’ll talk about how to do the same using Twitter. Hopefully you’re starting to notice a pattern: Many of these social media tools are intertwined and can be used to benefit your brand and your business.

• While the Twitter logo is indeed cute, it probably doesn’t represent your style or your business. Change the default logo to one that represents your company. People want to see who you are and recognize legitimacy. Your profile picture is a key element in making people comfortable with you. Just as with your LinkedIn profile photo, use a picture that demonstrates you are citizens of this galaxy!
• If you’re going to tweet, then by all means, tweet! But do so regularly and meaningfully! Show up and learn the best way to communicate for your audience. This isn’t a get rich quick scheme. Using Twitter to grow a business and a blog takes time and patience on a daily basis.
• You might be sensing some de ja vu with this one but it can’t be stressed enough. Complete your profile, including your Twitter biography. Twitter updates allow for only 140 characters. Worried that you won’t be able to tell the world what you do in 140 characters? Don’t worry. Twitter gives you 160 characters in your profile description! And make sure you add your blog link in your profile.
• Twitter offers some nice, free backgrounds for you to create a nice “feel” for your visitors. However, a nice design that doesn’t reflect your company isn’t going to do you any favors. Consider using an online background creation tool that lets you highlight your brand in a more favorable light (contact us for more information or resources).
• You’ve heard the adage, “The proof is in the pudding.” Well, in social media, the pudding is social proof, and it matters. A new visitor to your Twitter profile will look at the number of followers you have, the number of people you follow, and the number of tweets you have posted. Your potential customers are taking these things into consideration.
• While numbers matter, make sure you have meaningful connections. Don’t grow your follower or following list just to boost your numbers and think you’ll make a good impression. Being sincere in all your Twitter interactions is what will allow you to continue to grow your following on Twitter, your blog, and your business.
• Speaking of being sincere, whatever you do, don’t spam. Nothing will get you blocked faster than an insincere advertisement or reply.
• If you don’t want to simply inflate your numbers, use Twitter Search to make meaningful connections. Search for relevant keyword terms related to your business and industry.
• Just as with LinkedIn, Twitter has an abundance of people waiting to read your blog. It also makes sense to find those people in your area of blogging who are leaders and influencers. Connect with them via Twitter and find ways to collaborate, learn and share ideas.
• Once you have established those great connections, scratch their backs. They will scratch yours. In other words, re-tweet their posts and links. Common courtesy prevails when you post your latest blog link, and as you do unto others, they will do unto you! It’s a win-win.

Twitter is another great way to get the word out, even if it is in short sentences. Grow your Twitter following, and you’ll grow your blog traffic.

What are some ways you are using Twitter to drive traffic to your blog? We’d love to hear about what’s working for you!

 

Send More Traffic to Your Blog Using LinkedIn

In the world of social media, there is social-social media and then there is business social media. Unfortunately, most people don’t see LinkedIn as anything other than a place to post your latest resume or Curriculum Vitae. It certainly can be a terrific way to find a job but LinkedIn is a fantastic tool that allows you to be both social and professional all at the same time.

If used properly, LinkedIn can aid in networking, generating leads, selling product, promoting events and even driving traffic to your blog. Connecting LinkedIn to your blog is a must if you’re going to be successful in social media and in business.

• Make sure you complete your profile. Having an incomplete profile gives the impression that you don’t care and that you don’t complete tasks. If your profile is lacking in any area – just as with your blog – people will lose interest quickly and move on to something more interesting. And that something more interesting is often your competitor. Having a complete profile includes a nice picture. (This isn’t Facebook so no cute pictures of your ferret dressed in a Santa Claus suit.)
• Connect! That one seems like a no-brainer but honestly, this is one most people skip. Take the time to connect with people on LinkedIn. The more connections you have, the more people you’ll have accessing your profile and, ultimately, your blog. If you’ve got some extra time, check out your connection’s connections. See if there is anyone you’d like to meet, and ask for an introduction.
• Another part of completing your profile and another way to drive traffic to your blog is to make sure your web links are accurate and posted. Customize your website links to attract more clicks.
• LinkedIn is a great place to gain knowledge. It’s also a great way to make yourself known as a guru in your respective field. When someone asks a question – answer it! The more you answer, the more people will recognize your name as an expert. This is what will attract readers to want to know more about you.
• Update your status on your LinkedIn profile. Keeping your connections abreast of what you’re up to is a quick, easy, and effective way to promote your brand. Your status update is one of the first things people will see when they visit your profile. Show them you’re engaged and engaging. And, just as with Twitter, don’t simply tell us what you had for your mid-morning snack. Start a conversation; give a call-to-action.
• Most people in a given industry join clubs or associations in order to make connections and network. LinkedIn offers the same opportunity through niche groups. To find people related to your field, do a group search. Likewise, search for those groups of people who would have an interest in reading what you have to say on your blog. You’re missing out on tremendous traffic opportunities if you’re not hanging out where your potential blog audience is hanging out.
• Speaking of groups – don’t find one you like? Start one of your own. Owning a group gives people a glimpse into who you are, what you do, and even your website information. Of course, once you start your own group, make sure you stay engaged with the members.
• If you choose not to own a group but want to join one (or several), participate by posting comments or starting new discussions. The possibilities are endless within the group as well as with your connections and potential connections.
• Once you join a group, you can add your own RSS feed or website link. Every time you post a new blog, your fellow group members will be notified.
• LinkedIn allows you to add the blog application to your profile. Once the application is added, each new blog post will generate a title and first few sentences or paragraph on your LinkedIn profile. The perfect way to entice people to read more! And adding this application is very easy, no matter which blog platform you use.

As with all social media tools, LinkedIn can be a great benefit to your business and your brand, if you use it properly.

Next week we will discuss how to drive more traffic to your blog using Twitter. And in the meantime, we’d love to hear how you use LinkedIn to your business or brand advantage.

Social Media Budgets for 2011

A recent study indicates that many companies are now making room for social media planning in their corporate budgets. In fact, King Fish Media says a whopping 72 percent of American businesses polled now have a budget for social media marketing strategy. As we prepare to enter the final quarter of 2010 and ready ourselves for 2011, are you making room for a social media marketing strategy in your budget?

In the June 2010 study, King Fish and its partners found that 75 percent of the companies with a social strategy said they planned to increase their marketing budget investment in the coming year. (For more on this study, visit Social Media Today.)

Entering the world of social media doesn’t have to be a frightening process. Maverick Public Relations has developed a systematic approach that will help clients identify their brand, or reestablish their marketing message, and identify why they matter in a noisy market place. We can do that through social media and traditional media relations.

To help, we’re willing to offer a complimentary consultation. We’ll help you navigate what may feel like pounding waves of information that never seem to cease. We’ll aid you in finding the approach that will carry you to a successful transition to the vast ocean that is social media marketing.

Maverick PR and Fuel VM: The Right Stuff

Maverick Public Relations recently announced a strategic partnership with Fuel VM, a Fishers, IN-based brand development firm. The partnership will allow the team to develop strategies to propel their clients forward by identifying and implementing the best methods of brand support.

Fuel VM (short for “Visual Media”) is a privately owned creative firm. Principal owner, Andrew Curtis, has been involved in graphic design, web development, social media, guerrilla marketing and brand building since 1993.

Through a systematic approach, our marketing process will help clients identify their brand, or reestablish their marketing message, and identify why they matter in a noisy market place. As a full-service firm and through this partnership, we create campaigns to suit each client’s needs involving brand development, strategic positioning and management; writing and editing; integrated marketing communications; crisis communications; special events; social media; media relations/buying; strategic planning/partnerships; video production; and social responsibility campaigns/initiatives; visual brand/corporate identity, naming, and sub-branding strategies; web development; CMO On-Demand; and creative services such as advertising, print marketing materials, trade show displays, sales support materials, and direct response.

That sounds like a lot, and, well, it is! We want to assure our clients that their needs are going to be taken care of by a talented team of experts. Over the coming days and weeks, we’ll highlight in more detail some of these exciting services, especially our focus on social media services.

Until then, please don’t hesitate to contact us if we can answer any questions. Be sure to check us out on Facebook and follow us on Twitter.