Is your marketing message communicating only what your product or service can do and not what it can do for the customer? Craft your message by looking through the eyes of a prospect by telling advantages meaningful to him/her not just features.
Will your cautiousness about 2020 keep the damper on your 2021 marketing? While waiting to see what happens, will the result be other more outspoken & more active competitors getting the jump on 2021 business opportunities as they are thought of first by customers? Now is the time to enhance your own thought leadership.
When you send out a press release to the media, put it on your Website and social media, too. Create a media page and list links to copies of each of your press releases so people can get a picture of your company together with the news stores that matter.
When you publish a press release, also send it to your customers, prospects and vendors by email or direct mail. Make sure they know about news at your company. The last thing you want to hear from a customer after assigning a project to a competitor, “I never knew you did that.”
Many companies just write a press release when they feel that something interesting happens. Often, that happen infrequently. Take charge of your PR consistency by developing an annual PR calendar. Plan a monthly story to keep your name in front of the relevant media and make them think of you first when they need a quote or interview.
Everyone is busy, but joining and becoming active in industry and business associations create valuable networking & referral opportunities for you. They also help grow your thought leadership so people think of you first in your specialty. Join the top 3-5 relevant industry and business organizations and watch your leads grow.
Getting your product or company or thought leader mentioned by influencers can be valuable. How to find those relevant influencers? Search keywords and hashtags and research those influencers who are found. Then take a look at your own followers and see who they are following.
Is your company’s thought leader about to be interviewed? Practice with them beforehand in a way that’s relevant to that medium. Even experienced respondants deliver a more productive and more informative interview when they practice the key points they need to state to get the message across in a way that’s meaningful to followers of that medium.
Politics is big this year. But some, even seemingly non-political positions can trigger unintended & unexpected negative consequences. After all, it’s difficult enough to gain a single point in market share. Losing ten, twenty percent due to a controversial stand is bad business. However, being a good citizen is good business. Study your causes and support those that are seen by all as doing good for all. There are plenty of those.
It’s not always the boss or CEO who should be thought leader for your company. A lead scientist, engineer, tech person or even sales person could be a valuable spokesperson developed through industry media coverage, speaking at industry events, relevant social media posting and more.
We are now in the age of #causemarketing . I am not speaking about politics here. Consumers prefer companies that have a goodwill side to their public relations program and can tell a story about helping people. For best results, make your story relevant to your brand. But be careful…see tomorrow’s post:
Don’t just send your press release to the media…multi-purpose by 1) sending to employees, 2) sending to customers and prospects, 3) putting it on your Website, 4) posting it in social media, 5) adding it as a bill stuffer and more.
Wondering why your press releases are never published? Too many companies write press releases in “me talk” meaning it’s all about them with very little about what would make an interesting and usable story relevant to the media you’re pitching.
Today is the first day of the second half of 2020. Do you know where your marketing plan is? Most likely, you’ve faced a dramatic upheaval affecting the plan you made in December or January. Your potential customers’ habits have changed. What are you going to do about it?
Leo’s Daily Tip-Marketing For A Quicker Covid Crisis Comeback-for increased sales, even before the comeback, market to your existing customers. But don’t just sell them what they’ve been buying, look to cross-selling them other products and services to increase revenue.
Leo’s Daily Tip-Marketing For A Quicker Covid Crisis Comeback-as businesses come back, most will want to come back quickly. Make your marketing message one that emphasizes quick shipping, inventory in stock, quicker turnaround, being able to service the project more quickly, etc.
Leo’s Daily Tip-Marketing For A Quicker Covid Crisis Comeback-as things open up, time to remind customers of who you are and what you can do for them. Step up the frequency of your digital marketing, email and social media campaigns to grow top of mind awareness while customers are still home, so they’ll be ready to buy sooner than later.
Health Care Protection Tips and Ideas for Employers and Individuals
. . . . . . . . . . . . . . . . . . . . . Cogitations, Ruminations & Recommendations . . . . . . . . . . . . . . . . . . . . . From GroupLevinson Advertising, Branding, Websites, Social Media & Public Relations
writer, speaker and advisor on effective leadership