Leo’s Daily Tip – Today, On Advertising

Considering producing marketing videos? Add captions. Many videos are watched in an office or public setting with the sound turned off. Having captions helps people pay attention and get your message whether they view your video with or without sound.

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Leo’s Daily Tip – Today, On Public Relations

If you want to get stories published about your company and products, pay attention to the format of the media in which you hope to get stories. Some may just feature product listings. Some may want longer, non-promotional  stories. Research each format and then craft your pitch around the specific medium. Not all pitches should be alike.

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Leo’s Daily Tip – Today, On Public Relations

To help make editors and writers more interested in your press releases, develop stories about how your products or services tie in to the news and other issues. For example, if you are an engineering firm, develop releases about how some of the industries you serve are managing or adapting or evolving during the Covid lockdown. Make them less about you and more about helpful information & tips.

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Leo’s Daily Tip – Today, On Marketing Strategy

Marketing tip for retailers and manufacturers that sell products in stores: It used to be that online retailers worked to duplicate and enhance an in-store experience online. Now it’s reverse. As the online experience grows in dominance, the in-store retail experience now must emulate the online, meaning comparisons, digital theatrics, videos, demos etc. must now be part of the in-store experience.

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Leo’s Daily Tip – Today, On Advertising

Considering producing marketing videos? Unless you’re giving a course or lecture, keep them short in length–less than 90 seconds. Get right to the points because attention spans are short. If you find that you’re going over about 2 minutes, you’ll generate more interest if you separate the material into two or more shorter videos.

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Leo’s Daily Tip – Today, On Advertising

Your product or service may have some valuable advantages but prospects might have trouble imagining it or seeing it in their minds. Invest in one or more videos to show your product in action either live or by animation. Put the video on your Website, social media headers, blog, email and more to help them imagine having it.

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Leo’s Daily Tip – Today, On Public Relations

Few things beat the strength of a referral to generate new business because it comes with the endorsement of a person trusted by both you and your prospect. Although the best referrals are unsolicited, a low-key email reminder sent to clients once or twice a year may bring surprising results.

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Leo’s Daily Tip – Today, On Digital Advertising

Digital ad campaigns are especially good for smaller businesses because you can run a campaign that is shorter in duration, automatically limit your campaign spend and cut it off anytime. Under the lockdown, customers are more likely to be online than ever. Make sure that they see your ad on Google, LinkedIn, Industry media and more.

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Leo’s Daily Tip – Today, On Email Marketing

Do you wonder who is visiting your Website? Use a pop-up to capture names for your email and promise them a monthly newsletter or special white paper when they sign up. Although pop-ups that take you to another website aren’t that cool these days. A pop up on your own site can be quite valuable.

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Leo’s Daily Tip – Today, On Advertising

Tip for manufacturers and other specialty or niche businesses. Have you considered a Google Adword campaign.  It’s pay-per-click, meaning you only pay when people click on your ad. Therefore, it’s not a big budget item, but since your ads are triggered by keywords, utilize a list of specialized key words to put your company in front of only those looking for your product or service.

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Leo’s Daily Tip – Today, On Website Messaging

What do people see on the home page of your Website without having to scroll down further?  That is most people’s first impression of your company.  Do you think the message is meaningful to customers and potential customers?  Does it sum up your company, product or brand message?  What about it would make someone want to scroll further into your Website?

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Leo’s Daily Tip – Today, On Strategic Planning

What do you sell? If you can’t describe it in 5-10 words, your definition is too complicated for customers to understand. Distill your product definition into as few words as possible. For example, if you sell components don’t describe each category, describe the overall solution you provide.

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Leo’s Daily Tip – Today, On Advertising

Much digital advertising should be designed to get viewers to click instead of buy because most ad spaces are too small to communicate the full message that a buyer would need to make the buy decision. For best results, get them to click to a landing page and set up remarketing for the whole process.

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Leo’s Daily Tip – Today, On Public Relations

Speaking in front of relevant audiences is a powerful way of demonstrating your thought leadership. Make your speech informative and not a sales pitch. Your selling should be subtle so people giving you their valuable time, feel that they’ve learned something, but now they view you as an expert, thinking of you first, for more complex issues.

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Leo’s Daily Tip – Today, On Advertising

Wondered why most of the producers of those #superbowl commercials  didn’t put their logo on the screen in the corner for most or all of the commercial. Do they really think their spot is so mesmerizing that viewers will pay attention til the end breathlessly waiting to see who crafted that amazing message? I doubt it.

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Leo’s Daily Tip – Today, On Public Relations

Looking for speaking opportunities to enhance your thought leadership? By now, many organizations have gone through their list of speakers and are looking for new ones. Circle back to organizations that may have turned you down at the start of the Covid crisis and suggest a few topics. Many will be happy to schedule you.

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Leo’s Daily Tip – Today, On Public Relations

What’s the biggest question your press release should answer? Why – as in why would a writer or editor be interested in your story. Think of the medium, it’s audience and the types of stories it publishes. Your story must suit that environment or it won’t get published.

Leo’s Daily Tip – Today, On Advertising

The famous retailer, John Wanamaker, was once quoted as saying, “half my advertising is wasted. I just don’t know which half.” If this is you, it’s time to reconfigure your advertising weighing more heavily on digital. With digital’s reporting, results reports can be provided in real time or at least every month so you know exactly what’s working.

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Leo’s Daily Tip – Today, On Advertising

The fastest growing advertising medium in 2021 is digital advertising. This can included pay-per-click Adwords and digital advertising in traditional media, social media and news media. You’re missing out if these aren’t a big  part of your advertising campaign and/or if your budget for these hasn’t grown dramatically in the last year or two.

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Leo’s Daily Tip – Today, On Public Relations

#public relations tip on pitching an editor or writer for a story? Keep your subject line simple and direct to the point. Media doesn’t have time to wade through copy. Your subject line is now more important than the headline of your press release to get attention.

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