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21 Influencers Share Stellar Advice for Digital Marketing in 2021

December 3, 2020

As we prepare to enter a new year, we all wonder what lies ahead.

2020 was anything but predictable. But what can we learn and apply to our digital marketing and communications strategies in 2021?

I asked 21 influencers to share their thoughts on this question: What one piece of marketing advice would you offer to brands as we head into the new year?

Here’s what they had to say.

Advice for Digital Marketing in 2021

Continue reading 21 Influencers Share Stellar Advice for Digital Marketing in 2021

Writing for SEO – How Important Is It For Your Small Business?

September 26, 2020

Writing for SEO remains somewhat of a mystery to many, despite the number of articles, webinars, Twitter chats and workshops available on the topic. In fact, a study found that one in four businesses say they’re not at all or only vaguely familiar with SEO.

Let’s start by saying that no matter who you listen to, they probably don’t have all the answers. And if you ask a different “expert,” you’ll probably get a different answer.

If you’re paying someone to provide SEO services, the proof is in the pudding. If you’re getting results (i.e., ranking higher), their approach is most likely working.

But, for the rest of us, who may be trying to figure out how to write in a more SEO-friendly way without hiring an SEO expert, what should we be doing to help optimize our copy?

The Truth About Writing for SEO Continue reading Writing for SEO – How Important Is It For Your Small Business?

Why Small Businesses Need to Invest in Their Digital Presence

August 30, 2020

For years, small businesses have asked the question – do we really need a digital presence? The answer is – yes.

Research shows that much of our audience was already online before the pandemic. Studies conducted before March 2020 reported that 70 to 80% of people research a small business online BEFORE visiting the business or making a purchase from it[i]. Yet, according to research conducted in 2019, 40% of small businesses still don’t have a website. Further, 28% say it’s likely they won’t build one in the future.

It’s time for that to change. Continue reading Why Small Businesses Need to Invest in Their Digital Presence

Why Clear Communication Matters Now More Than Ever

July 3, 2020

If there’s one thing we can agree on right now, it’s that messaging and communication over the past few months regarding COVID-19 has been anything but consistent.

As a professional communicator, it can make you shake your head.

Let’s take the messaging regarding wearing a mask to prevent the spread of the virus as an example. When all this started back in March, we heard from the CDC that it wasn’t necessary to wear a mask.

Somewhere along the line, that message changed to, “Yes, you SHOULD be wearing a mask when you go out.”

Has this caused confusion? (Yes.) Does everyone understand what they’re supposed to do? (No.) And even if the directive has now changed, does that mean that everyone will adhere to the new guidelines? (Definitely not.) Have some people – because of the confusion and mixed messages – simply given up on even trying to figure out what they’re supposed to do? (Undoubtedly yes.)

What’s the point, you may ask? Continue reading Why Clear Communication Matters Now More Than Ever

How Can Small Businesses Prepare for the Recovery? Nine Marketing Pros Give Their Best Advice

May 17, 2020

Marketing during a crisis can be a challenge. As small businesses struggle to get their bearings, many wonder how to market themselves.

More than 60% of small and medium business owners surveyed said they felt their revenues would shrink for the next six months. Given the shaky economic conditions, they want to retain current customers and appeal to new ones, but how to communicate without sounding opportunistic can be tricky.

So what can they do to market effectively now and as we move forward? To provide some help and direction, I asked nine marketing and communications pros for their best advice.

I asked: “If you could give one piece of advice to small businesses as they prepare for the recovery, what would it be?”

How Can Small Businesses Prepare for the Recovery?

Continue reading How Can Small Businesses Prepare for the Recovery? Nine Marketing Pros Give Their Best Advice

5 Reasons to Over-Communicate With Your Audiences Right Now – and What to Say

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April 1, 2020

As we catch our breath from the past few weeks of dealing with the coronavirus quarantine, one thing has become apparent – companies are anxious to keep in touch with their audiences. They’re just not sure what to say to them.

With our daily routines as we know them on pause for now, brands are searching for ways to stay in contact with their employees, customers and other stakeholders.

And, some are in doubt about the best way to do this. Should we post on social media? Should we email? Should it be business as usual?

The answers to that question are differ from brand to brand. In this time of uncertainty, no one formula works for everyone.

The worst thing companies can do right now is to stop communicating. If anything, now is a time when you should over-communicate.

5 Reasons You Want to Over-Communicate With Your Audiences

Continue reading 5 Reasons to Over-Communicate With Your Audiences Right Now – and What to Say

Media Pitching in the Age of Coronavirus – Should We? Or Shouldn’t We?

March 18, 2020

As we navigate these uncharted waters together, PR pros, we have questions.

One question I see coming up a lot is – can I pitch the media my non-virus related news? Or should I hold off for fear of overwhelming journalists or the news getting lost in the flood of COVID19 stories?

As fellow public relations professionals continued to ask me about this – and I was also wondering – I decided to take the question to Twitter to ask journalists and communicators for their take.

The responses were mixed. Let’s look at some replies on both sides of the issue. Continue reading Media Pitching in the Age of Coronavirus – Should We? Or Shouldn’t We?

5 Ways Manufacturing Companies Can Ramp Up Their Digital Marketing Game

February 12, 2020

Today’s manufacturing and industrial companies face a marketing challenge. Many seem to be stuck in the past, when relationships were the key to closing deals and winning new customers.

Now, with the advent of digital marketing, some manufacturers are caught unprepared. Their websites aren’t mobile-friendly. They’ve done little or no content marketing, social media or PR. They may be wondering what to do to catch up with their internet-savvy competitors.

“As vendor loyalty erodes in the B2B market, manufacturers find ‘they’re almost having to resell their clients,’” according to an article in Crain’s Chicago Business.

Buyers Are Changing

Continue reading 5 Ways Manufacturing Companies Can Ramp Up Their Digital Marketing Game

14 of the Best Budget-Friendly Tools to Help You Master PR, Content and Social Media

January 19, 2020

With the new year well underway, many small business owners and freelancers may be looking for ways to streamline projects and squeeze more productivity out of the workday.

As a public relations consultant and freelance writer who sometimes dons a reporter’s hat, I’m always interested in trying out tools that allow me to get more done — but as a solopreneur, I’m also cost-conscious. I’m often asked what my favorite free or low-cost solutions are to accomplish communications-related tasks.

Here, I share 14 of my top picks. Continue reading 14 of the Best Budget-Friendly Tools to Help You Master PR, Content and Social Media

Freelancing in 2020? Here Are 11 Valuable Tips from the Pros

December 17, 2019

The freelance businessperson faces many challenges. As a long-time self-employed consultant – or freelancer, as it’s sometimes called – I know what it’s like to struggle with the questions that come up when one is trying to run one’s own business. So, I started #FreelanceChat in Sept. 2018 to help bring together freelancers interested in supporting each other as we address some of these challenges.

Over a year later, the Twitter chat is going strong. In 2019, we had a number of guests join us to chat about topics ranging from how to find clients to how to market yourself to how to get paid on time.

I asked some of these experts what advice they’d share with freelancers as we head into a new year. Here’s what they said:

Continue reading Freelancing in 2020? Here Are 11 Valuable Tips from the Pros