Make Video An Integral Part Of Your 2018 Marketing

Make Video An Integral Part Of Your 2018 Marketing

As many of you know, I love brainstorming with my team to distill ideas and tips that not only can be useful in working on behalf of our clients, but also to share with you in the PR Insider. This week my creative team and I were in the middle of just such a session when Jay York, our senior social media strategist, intrigued me with his thoughts about current trends in video marketing. Let’s face it. With today’s technology, combined with the vast reach of social media, it’s easier than ever to create your own video segments that can become an integral part of your overall marketing strategy. You don’t even need a studio worthy of “Good Morning, America” or special effects that would make you the envy of George Lucas. In fact, the less formal the production is the better. And once you arrive at your finished product, you can put your video on Youtube, share it on other social media sites such as Facebook and Twitter, and post a link to it from your website. Frankly, you can get a lot of marketing mileage out of just one video – but you shouldn’t stop there because there are so many approaches you can take. You might create a series of short messages filled with insights into your area of expertise. You might want to show your company culture with glimpses of team-building outings for example. It can show you’re a fun company to work with, or that you’re philosophically aligned and share commonalities with potential clients. These can be deciding factors when choosing a company to...
2018 Is Your Time To Shine

2018 Is Your Time To Shine

The start of a New Year is always a great time to focus on creating a “new you” – or at least an improved version of the old you. Sometimes we do that through resolutions about dieting and exercise that, sadly, we don’t always keep. Sometimes we enter January vowing that in the next 12 months we will travel more, read more or spend more time with the family. As you look ahead to all the possibilities that a New Year brings, let me suggest that if you’ve been letting your personal brand languish, 2018 can be your time to shine! It can be the year you rise from obscurity to fame – or at least to recognition as a voice of authority and go-to expert in your field. You just need to be willing and determined to make it happen! You can bet that if you don’t, someone else – possibly a direct competitor – is going to step into the limelight that you neglected. They will be the ones polishing up their personal brands and, as a result, speaking with journalists, chatting with radio and TV show hosts, and linking to their media success stories on their websites. Several years ago when I wrote my book Celebritize Yourself, personal branding hadn’t become quite as widespread as it is today. Certainly, some people – Zig Ziglar, Suze Orman and Bob Greene, just to name a few – had become extraordinarily successful at it, but at that time there weren’t always as many ways for people to promote themselves as there are now. Most of the social media platforms...
What Makes A Great Team?

What Makes A Great Team?

Each Monday morning I meet with members of my team to brainstorm ideas for that week’s PR Insider. On occasion coming up with a topic is a challenge, but always it’s an interesting and fun time because each person involved brings a different perspective to the discussion as we toss around ideas that will help our readers. This week during just such a session it occurred to me that the camaraderie, talents and life experiences that make up a great team are worth writing about themselves. This came to mind because my company recently embarked on a team-building excursion that involved a Greek lunch, a boat ride to an island off the Gulf Coast of Florida, and the retrieval of one deceased dolphin. I know that last item may sound strange, but it was in the name of science and not originally on the agenda. The Greek restaurant and boat ride were carefully planned in the name of fun. But the whole day, deceased dolphin and all, helps illustrate the importance of a strong team, whether you hire one or build it yourself. Our trip that day to the wonderful Greek community of Tarpon Springs was made possible by a client who sent a generous check and asked me to create a party for the team as a thank you for the work we did on their behalf. I presented the challenge to my team to decide what the outing would be. There were plenty of suggestions from this creative and adventurous group whose diverse backgrounds and experiences provided an equally diverse list of ideas to choose from. After...
How We Ended Up In The New York Times – And You Can, Too

How We Ended Up In The New York Times – And You Can, Too

When our team returned to work this week after taking a brief break for Thanksgiving, we learned we had something to celebrate. No post-holiday blahs for us! Instead, it was high fives all around! The exciting news that greeted us was that Jay York, our senior social media and marketing strategist, had been quoted extensively in a New York Times article headlined “Brands Heed Social Media. They’re Advised Not to Forget Word of Mouth.” Every day we work to get our clients just this sort of placement, but on occasion, when the moment is right, we practice what we preach and do the same for ourselves. And, as it turns out, there are lessons for you in how this opportunity came about for Jay and EMSI. To begin with, the New York Times reporter did not seek out Jay. Instead, she wanted to talk with one of our clients, who happened to have the expertise her article needed. This particular client had served as a source for the reporter before and she obviously liked working with him, so it didn’t surprise us when she asked to interview him once again. But we encountered one not-so-slight problem. When the client heard about the topic, he felt he didn’t have any creative thoughts to offer the reporter. So he declined the interview. For one brief terrifying moment, it looked like we would need to tell the New York Times reporter we had nothing for her! Then one of our print campaign managers, Miguel Casellas-Gil, had a marvelous idea! Since the topic related to social media and marketing, he asked Jay if...
How Social Media Defines Your Marketing Audience With Precision

How Social Media Defines Your Marketing Audience With Precision

When it comes to marketing your brand, the most critical factor is to know who your target audience is and then find the best way to reach out to them. As you look to 2018, and make plans to promote your product or services in the coming year, one thing to consider is just how effective social media can be in helping you accomplish that. In fact, it’s the most effective means available when it comes to drilling down to a specific audience that would be the perfect match for what you have to offer. That’s not to say that other media venues are ineffective. TV, radio and print each have their advantages and all are effective in their own ways. But when it comes to sorting through a vast audience to find the small sliver who are the best match for your products or services, social media is in a category all its own. Social platforms provide tools that allow you to target precise audience segments so you know you are reaching the exact potential customers or clients you want to reach. For example, let’s say you’re a financial professional and you’ve decided women are a new target audience you want to reach out to. Where do you start? Well, we know that half the U.S. population is female, but that doesn’t exactly narrow things down for you very much, does it? After all, a 20-year-old college student on the other side of the country isn’t likely what the typical financial advisor has in mind as a potential client. Enter social media. Those social media tools can help...