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... read more
Make Sure The Year Ends With A Marketing Bang – Not A Whimper

Make Sure The Year Ends With A Marketing Bang – Not A Whimper

With so many years of experience behind us – not to mention the availability of calendars – you would think we would be better prepared for what’s about to come. Yet, year after year, many of us act astonished and caught unaware by this annual, easily predictable time of year that still somehow manages to sneak up on us. Once again, it’s the last quarter! Suddenly, the holidays are here! And before we know it, 2018 will have arrived and just like in the past we’ll be wondering where those final months of the year went and whether we made the most of them when we had the chance. And too often we will shake our heads as we realize that we could have accomplished so much more with the right planning. If only… So before 2017 really starts winding down – and disappears for good – let me suggest a few things you can do with your year-end PR efforts that will help you feel that you did indeed make the most of the moment: First, put your marketing hat on. Think about the media outlets you can get your message in front of right now and in the coming weeks. Don’t limit yourself! Think print, both traditional and online. Think radio and TV. Think social media. Also, brainstorm on your own or with others to come up with ways you might be able to tie your message to the holidays, to year-end planning or to resolutions for the New Year. A financial professional, for example, could pitch something like: “4 Resolutions That Will Help You Become Financially... read more
Big Interview? Engage The Host And The Audience Will Take Care Of Itself

Big Interview? Engage The Host And The Audience Will Take Care Of Itself

It’s finally happened! You’ve been working on your publicity efforts, trying to land a radio or TV interview, and now the show is scheduled. Since this is what you wanted, why are you starting to nervously ask yourself: What have I done? Jitters! Stage fright! Call it what you will, it’s perfectly normal to get a case of the nerves when you start thinking about your interview and realize that thousands – perhaps millions – of people will be hanging on your every word! How will little old you ever be able to engage such a large audience?! I understand exactly where you’re coming from. When I came out with my book Celebritize Yourself several years ago, my staff booked a lot of interviews for me and I had these same concerns. In my case, I was fortunate to get a little media coaching from a good friend, Lee Habeeb, a talk radio producer who was co-creator of The Laura Ingraham Show and media coach to Salem Radio Network’s national talk radio hosts (e.g. Hugh Hewitt, Mike Gallagher, Dennis Prager and Michael Medved.) As I look back on the time I spent with him and all the wonderful advice he provided, I’ve realized that one particular piece of Lee’s wisdom proved especially helpful. “Don’t worry about engaging the audience” he said. “That’s the host’s job! The audience regularly tunes in to the show, so the host already has engaged them. They aren’t your concern.” My job, Lee continued, was to engage one person and one person only – the host! It was a revelation! Since then, when providing media... read more
Why People Share On Social Media And Why That Matters To Brands

Why People Share On Social Media And Why That Matters To Brands

Every day people start their day by checking in on social media – and before too long the sharing of memes, posts, videos and cat pictures starts in earnest on Twitter, Facebook, Instagram and other platforms. What’s driving all that sharing? Lots of things, probably, but to boil it down to its essence, people share on social media because they come across something that appeals to them and they think it will appeal to like-minded people. They share because they like the feedback they get from sharing. And they share just because it’s fun. So what does that mean to you and why does it matter to your brand? After all, you’re looking for results! It all boils down to understanding how and why social media users behave the way they do. This information is valuable because if you understand the needs of your social media audience it will help you make decisions that influence those users to act in a way that benefits you or your brand. Let me share (there’s that word!) just a few key points about sharing on social media: They’re building their personal brand. Each time a user shares something on social media they are taking one more step in strengthening their personal brand. Yes, you may be surprised to hear that individuals have their own brands, but it’s true. Think about it, you may have some friends that focus on sharing pictures and updates about their fishing and boating hobby while others may focus on sharing humorous headlines, jokes, etc. While the former is presenting themselves as a fishing enthusiast, the latter is... read more
Left For Dead, Radio Adapts To A Digital World

Left For Dead, Radio Adapts To A Digital World

First it was TV that was going to kill off radio, sending it to an early and untimely death. But radio hung in and even thrived. Then it was the internet that was going to finish the job once and for all! But radio shrugged (at least metaphorically), adapted and even capitalized on its supposed foe, the internet, to get its message to the masses. And that’s why to this day I can still proclaim that talk radio continues to be a wonderful venue for giving a boost both to your brand and to your credibility as an expert in your field. In fact, because of the internet, radio is better than ever for that purpose. We’re well past the days when listeners had to schedule their time around their favorite radio talk show. Now in many if not most cases those shows are archived on the station’s website, so people can listen to the show at their leisure, sitting down to enjoy it hours, days or even months after it originally aired. Additionally, one way hosts build their audiences these days is through social media, using Twitter, Facebook and other online sites to drive people to their shows. That’s good for you as well as for them if you plan to make talk radio part of your publicity efforts. And if you aren’t making use of talk radio, here are a few reasons why you should: You can leverage those interviews for an extra PR boost. It’s great if people take the time to tune in to your interview, but you can make excellent use of the interview... read more
Creativity And Persistence Can Separate You From The Pack In The Publicity Game

Creativity And Persistence Can Separate You From The Pack In The Publicity Game

Grabbing the media’s attention isn’t always easy. Each day, reporters, editors, TV producers and radio show hosts scroll through a never-ending barrage of email messages, many of which they no doubt delete without even bothering to read. Let’s face it, they couldn’t write about or report on all those topics even if they wanted to! Time just doesn’t allow it. With competition for the media’s attention so fierce, how do you separate yourself from the pack and land an interview that will help build your credibility as a go-to expert in your field? I’d love to be able to reveal to you a super-secret strategy that will work every time, all the time! Sadly, that’s not the case. Sometimes you just have to get inventive, allowing those creative juices to flow as you brainstorm alone or with others about pitches that might resonate with a show host or article angles that will intrigue an editor. That’s what we do each day at EMSI. Sometimes those pitches and angles come easily – and we’re excited as we put them into action! Sometimes they don’t percolate so quickly – and in those cases we are even more excited when the right approach finally comes to us! There’s nothing like that PR eureka moment! But while no strategy is absolutely foolproof, there are some approaches you can take that definitely will increase your odds of success. They include: Follow the news. This is something we do every day on behalf of our clients. You increase your chances of getting the media’s attention if your pitch aligns with something people in the news... read more
How To Give Journalists What They Need – And Avoid Irritating Them

How To Give Journalists What They Need – And Avoid Irritating Them

A big part of the publicity game is attracting the attention of the media and persuading them to interview you. But what happens when you’ve been successful in getting the media to look your way, only to find yourself wide-eyed, nervous and murmuring, “What now?” Governors, mayors and assorted movie stars and athletes are accustomed to talking with reporters, so they generally know what to do and what not to do in such encounters. The average person doesn’t have the same track record, so when they finally land an interview they can unintentionally sabotage their relationship with the reporter before it gets off the ground. This comes from a mixture of not knowing the media rules of engagement and failing to understand that the interview is really about what the journalist wants – not what you want. For example, one no-no is to ask to see a reporter’s notes or finished article before the article is published. For a variety of reasons, most reporters won’t agree to such requests – and some of them will be downright insulted and irritated that you asked. So don’t! Here are a few other tips to help make the interview run more smoothly and to have the journalist singing your praises afterward: Don’t be late. Whether your interview is by phone or in person, be on time! Journalists are on tight deadlines and if you don’t show up on schedule you’re risking that they will move on to another source. Sure, you’re a busy person, too, but you don’t want to leave the journalist waiting. With any luck, you can build a relationship... read more
Want More Print Coverage? Offer Up Your Own Articles

Want More Print Coverage? Offer Up Your Own Articles

One often overlooked means of getting great publicity is to contribute articles you wrote yourself to publications. Not only does your published byline boost your visibility, it provides an excellent credential. While many of the major national publications don’t accept unsolicited articles, some do set aside space for contributor columns or accept guest columns on their op-ed pages. The New York Daily News and Newsmax, for instance, have published many articles written by our clients. In some cases, these articles have drawn the attention of other media, leading to more exposure for our clients. Smaller publications, trade magazines and online publications also may be good places for your articles to land. These publications often have small staffs, so they’re happy to get well-written articles that they don’t have to pay for. Your reward is the publicity you’ll receive because you’ll likely get a credit line that includes your website and email. To help get you started on the path to publication, here are some do’s and don’ts: Look for submission guidelines on the publication’s website – and follow them! Some publications post their rules for submitting unsolicited articles. They may outline the topics they’re interested in, minimum and/or maximum word counts, and the style. If you find guidelines, stick to them! The No. 1 mistake people make is going over the maximum word count. That will very likely get your article rejected. And, since editors often don’t tell you why they’re rejecting the article, the writer keeps repeating the mistake. Pitch your ideas before writing a full article.  While with some publications you can submit a full article, you can save... read more
Written A Book? The Next Step Is To Get It Reviewed

Written A Book? The Next Step Is To Get It Reviewed

I’ve long advocated writing a book as an extremely effective way to market your personal brand, and I’m happy to report that more and more professionals – doctors, lawyers, financial professionals, CEOs and others – have come to recognize the value of this. After all, why slip a potential client a business card when you can dazzle them by handing them a copy of the book you wrote?! But even when your book is mainly for marketing purposes and you don’t harbor dreams of bestseller status, you wouldn’t mind if a few people actually took the time to read it. After all, you’ve put a lot of time, energy and perhaps a piece of your soul into it. So you’d like for it to get at least a smidgen of attention in the world beyond your closest friends and relatives. And that’s where book reviews come in! Wait! Before we go further, one important factor to be aware of is that the number of books published each year is tremendous. Sources can vary on exactly how tremendous, but the range is somewhere between 600,000 to 1 million! That means you’ve got a ton of competition for grabbing the attention of those book reviewers and, ultimately, readers. (And in case you were wondering, the average book sells fewer than 250 copies.) All those deflating numbers aside, a glowing book review could be the validation you’ve been seeking for all your hard work! Of course, some reviews glow in a friendly sort of way while others are downright radioactive, so realize you’re taking a chance when you start soliciting reviews. Still,... read more
Timing is Everything When Big News Happens

Timing is Everything When Big News Happens

An otherwise quiet Friday in our office quickly ratcheted up to high-alert level this past week when a major news story broke and journalists from far and wide pounded on our doors – or at least our email inboxes! Just like that, our print-campaign team was extraordinarily busy – and extraordinarily thrilled! We happened to have the right client for the right moment – and soon he was just as busy as we were, fielding media questions with professional aplomb. You probably heard about the event that launched the frenzy. It was the announcement that Amazon was buying Whole Foods, a business transaction that raised this intriguing question: How would this affect the brands of both companies, as well as the brands of their competitors? Our client, who soon became the media’s best buddy for the day, happens to be an international branding expert. Our team immediately understood that we could tie him to this major breaking news event in an impactful way. We crafted a quick pitch and sent it right off to our contacts at major publications. The response was downright explosive! Within an hour we heard from journalists at major publications like CNBC, USA Today, NBCnews.com, the Houston Chronicle, and others all vying to interview our client. We jumped on the rapidly arriving requests and arranged interview after interview after interview. Within the hour we began seeing the articles these news sites posted. And shortly after we got notice that over 60 other publications ran the USA Today story. Even LinkedIn got in the act. If you’re one of those people puzzled about the value of... read more

Monthly Archives