marketing

VIDEO, VIDEO, VIDEO

We went from Facebook to Instagram to Snapchat to Periscope. What we see here is a transition from words and images to just images to now video. With information at our fingertips, the attention span is getting shorter and shorter. Videos are getting more and more important. Some of your target market much rather watch a 30 second video about your business than to try to navigate your website to get a deeper knowledge of your business. Don't make them search for it. 

Either have a video about your business or pick a few topics of your expertise that are interesting and make a video about it. This, of course, will depend on your industry. Be careful of talking heads and rambling. Have a plan, have an outline and execute it. 

Don't just take my word for it.

By 2017, Online Video Will Make up Nearly 70% of Consumer Internet Traffic-Cisco

 "Most of Facebook Will Soon Be Video. Twitter Is Launching Twitter Video, Periscope, and Vine. Snapchat, Instagram, Tumblr, Etc. Have All Prioritized Video" Founder of EpicSignal, Brendan Gahan, predicts an already evident increase in videos on social media channels. 

Public Relations?

Build Relationships

Identify your target audience. Where do they go? Develop a relationship with them. In the same breath of relationships, value your customers feedback, positive or negative. 


What is going on in the media?

Some may not have a problem with this one, but if you are like me, time is something very hard to find, and I have to make it a point to check out social media, exploring new events, offers and trending topics. You could find bloggers, reporters etc who write about specific industries. Who are they? Write them an email, invite them to one of your events, nurture these relationships. 


Clickworthy Content

Write about something interesting. Period. 
 


Stand out

As a business, it needs to stand out. Look at your logo. Your website. Does it stand out? Connect to your target audience, not only as a business, but as a person. Follow other companies, maybe not your competitors, but you get the idea. 


What is working? What is not working?

Some techniques work for some businesses and some do not, always evaluate what is working and what is not working. If you are not going to hire a PR team, at least have a plan. Adjust what is working and what is not working and move on. 
 

Top 3 PR Mistakes Businesses Make

1. Relentless Cold Calling

Yes, there are still businesses out there that cold call. You may even receive a few here and there. While personally, I do not recommend it, if you feel you must cold call, have a plan and do not even try calling the person more than once a month. There is a point where it could seem like harassment, then not only do you lose connectivity and warmth, you also lose credibility. Need a plan? 

 

2. Shoving your business in their face

Unless they ask, please don't shove your card in their face. The worst thing you could do, even at a networking event, is, "here's my card, give me yours, thanks." Unless, you are not interested in doing business with them, you're collecting cards for your boss (which you do not like very much), or you're a list builder, please refrain. Would like tips on turning strangers into prospects?

 

3. Business Page, Too much Business

Well of course post about your business on your business page, but be careful not to over do it. Some Facebook Business Pages have almost every post about their business. Yes, I understand you are trying to promote your business, but be careful, it's comparable to relentless cold calling and shoving your card in someone's face. Tips on warm posts? 

 

 

ESPN HAS SMART PR

In case you haven't heard, Curt Schilling, an ESPN analyst was fired last week. With three World Series rings, 200-plus wins, 3,000+ strikeouts, and most likely on his way to the Hall of Fame, he was one heck of  pitcher, to say the least, but I will say more. 

He has made many comments that have attracted negative press. And yes, there such a thing as negative press. Be careful what you put on Facebook. If you are in the professional world, at all, do not say anything on your social media that you would not say in front of a conference of your top 10 idols.  

“A man is a man no matter what they call themselves. I don’t care what they are, who they sleep with, men’s room was designed for the penis, women’s not so much. Now you need laws telling us differently? Pathetic.” -Curt Schilling

Statements like this should not be made public. It would be rainbows and glitter if they were not said at all, but that is not the world we live in today. Most of us our very opinionated, public and social, yet it is a daily struggle for those fighting for equality and acceptance. 

"If you can't say anything nice, don't say anything at all"- who said it?

I think we all know some people that should take this advice, I know my sister wanted to punch me in the face after quoting Thumper a few times. This doesn't mean to keep your opinions to yourself, but feel free to keep the mean and judgmental opinions to yourself. 

How are we supposed to make the world a better place with comments like Schilling?

Words can hurt. 

They can cause people pain, lead to self-harm or even suicide. 

You could be thinking, well it's not that bad, a man is a man, but it should be said this is not the first time Schilling made a chilling comment. There have been many comments relating to xenophobia, homophobia and racism.

ESPN has been criticized,  yelling, “freedom of speech!” and that Schilling being fired is an example of our forever increasing “politically correct culture.”

I do believe in freedom of speech, however, I also believe we should refrain from comments that are hurtful. 

In the case of ESPN, this is negative press, and if you want good pr, this is not the type of press one aims for. Yes, "Freedom of speech!" However, ESPN is not a government agency, it is a private organization and Freedom of speech applies to the government allowing its citizens to say what they want without consequence.

You may still think the comment isn't worth being fired over, but you may have second thoughts if he was on your payroll of one of the largest watched networks.

Is the statement controversial? without a doubt. 

ESPN made a good PR move, and I have a theory. 

I bet somewhere in that contract with ESPN, it says to shy from controversial statements on social media. 

I back up this theory with evidence. 

Remember that string of domestic violence incidents last year? Bill Simmons and Keith Olbermann were canned after criticizing the NFL for not doing enough. 

Even though I am completely against domestic violence, this goes to show, if you ever get signed with ESPN, try not to have any opinions, or at least, try not to say them out loud, hence why I do not work for ESPN, that being the only reason.