By: Rachel Schultz
“A potential friend (connection), is only a hello away” – Paul Liebau, Canadian Best-Selling Author
I remember when I was a sophomore in college, there was this tall, dark-haired man who visited my track practices. Drew was a 32-year-old man who had an attention-getting smile. After many random appearances, I began to talk to Drew. I learned that he graduated from the same program I am currently enrolled in, and became a two time All-American in track and field, all while raising two kids.
A year passed and the regular drop-by visits continued. I was always eager to say “hello” and be the first to greet Drew. As fellow public relation enthusiasts, this gave us the chance to network. Yes, even at a track practice.
Before we knew it, my junior year of college finally arrived. Public relations students at the University of Central Missouri are required to complete at least one internship before graduation. Drew was already familiar with this process. One of our typical chats resulted in me landing an interview for an internship the very next morning. This was perfect timing and Drew opening the door for me was all because I was the athlete who always greeted him with a hello.
Throughout my internship, I expanded my knowledge in many different areas. Specifically, the art of communication & networking (two areas where Drew truly excels). By attending large events and maintaining open conversations in the office, I have yet to regret a hello. The joy I find in greeting others is priceless and the benefits are endless. The biggest lesson I have learned throughout my coursework and experiences is to never be afraid to speak to anyone. There is a surprising power in hello.
The purpose of this blog is to showcase the importance of the word hello. As communication and business professionals, we should all be eager to greet others, strangers or friends. Hello serves as a greeting, not a conversation. Yes, it may lead to a conversation but what exactly is the harm in that?
Somehow it has become socially okay to ignore others when passing by. It seems we are now in an age where people would rather avoid eye contact, just because they may have to speak to someone…why?
There appears to be a major disconnect in thinking that simple things are unimportant things.
There are endless opportunities in this world and by simply being personable to others, it could truly open doors for you. Sure, we all get anxious sometimes. Sure, we all aren’t a “people person.” Sure, our mothers told us not to talk to strangers. However, didn’t our mothers also encourage us to step out of our comfort zones?
This simple word is not an overused and unimportant gesture. It is an often underappreciated greeting. Hello is a sign of respect. A sign of being friendly. A sign that you acknowledge someone’s existence.
If I told you saying “hello” could earn you your first dream job, would you do it?
The game has changed. Written material is on its way out and its replacement? Video content. With the numbers on its side, it’s no surprise people prefer this fresher form of content over its older, outdated counterpart. Keep reading to see why and how you can take advantage of this movement before it’s too late.
Why such a shift to video?
So what’s so great about video content? Well, the reasoning has to do with its ability to captivate an audience on two playing fields. Where text only has the ability to capture our attention via visuals and is forced to rely heavily on punctuation, word choice and visual cues to convey a message, video has the ability to appeal both visually and auditorily. Although adding sound and movement may seem like a minor shift, according to Medium, an average viewer is able to remember 95% of a message when it is watched, whereas only 10% when read. This huge margin of retention rate plays a significant role in this shift to video, but it isn’t the only reason.
According to a study shared on Wyzowl, the average attention span of an individual has significantly dropped. What was once 15 seconds has now dwindled down to a measly 8.25. Dwindling attention spans have been recognized already by ad agencies across the world causing 77% of them to view video ads as an essential business moving forward into this digital era. As new technologies emerge, the more options advertisers will have when it comes to video advertising.
How can I apply this?
Video campaigns aren’t going anywhere, so how can you effectively apply them to your business? There are many platforms where video campaigns can be utilized, but this list highlights the best of the best and goes over ways to truly optimize both your campaign and your viewer’s experience.
With 2.3 billion users per month and $19.7 billion in revenue in 2020, according to BusinessOfApps, Youtube is the front runner of this evolving marketing tactic. Both creating original content for YouTube and running video advertisements are effective ways to expand your consumer reach and brand awareness via video campaigns.
A. Original Content – Creating original content is already a difficult enough task for most, however, properly optimizing your content is another beast. Detailed below is a list of tactics you can use to take full advantage of what YouTube has to offer in regard to future video campaigns.
a. Promote Interaction – At the end of each video invoke the viewer to do something. A simple “Click here to learn more” hyperlink can do the trick and, depending on your goal, can be adapted to virtually anything. Notifications, such as cards, should also be used throughout the video to promote interaction as
well as hold viewers’ attention.
b. Visuals, Visuals, Visuals – One of the key components to optimizing your YouTube
videos is to have an eye-catching thumbnail. According to a study done by BestSeoCompanies, “88% of thumbnails
c. Promote Subscriptions – Obviously the more subscribers you obtain the better, so simply reminding viewers at the end of your videos to subscribe, and supplying a hyperlink to do so, creates the opportunity to increase your following.
d. Partner Up – Collaboration promotes a synergistic outcome for both parties and allows new horizons to be introduced via new viewers. Partnering with companies or individuals with similar personalities and audiences leads to the best outcomes for both parties.
B. Advertisements – YouTube offers a wide selection of ads for advertisers to choose from. Each ad choice depends on the budget and goal of the advertisement so it’s important to consider how you want to reach and impact viewers.
in 2020 were colorful and averaged more views than thumbnails with a more
minimalist color scheme.”
a. Skippable In-Stream Ads (TrueView Ads) – Because they can be skipped, it’s critical these ads grab and hold the viewer’s attention while still informing them about your product or service. These ads can vary in length from as short as 12 seconds to as long as 3 minutes. Payment for the ad only occurs if the viewer interacts with it or watches more than 30 seconds of it.
b. Un-skippable In-Stream Ads (Pre-Roll Ads) – Up to 15 seconds long, these advertisements offer a great way to quickly promote a brand. A call to action is important in order to generate more leads to a website. Bumper ads are another form of un-skippable in-stream ads that are six seconds long and could leave viewers interested in learning more.
c. Video Ad Sequencing – This more extensive type of ad allows advertisers to tell a story through a series of videos strung throughout one or multiple YouTube videos. This type of storytelling often leads to more engagement from the viewer. According to AdPresso, this type of advertisement has been shown to produce a 107% higher ad recall and a 134% higher purchase intent when compared to the other types of ads.
d. Youtube Ad Extensions – Ad extensions offer a call to action, usually in the form of a “Learn More” banner alongside a video ad. By implementing this, you offer a simple way for the viewer to learn more about your product or service. This type of ad generally leads to more interaction from viewers due to its simplicity.
analyzed from the most popular videosDespite its relatively new conception, TikTok has become one of the most regularly used and visited social networks of this generation. With over 1 billion active users per month, according to WallroomMedia, TikTok is also one of the fastest-growing social channels this decade. Brands on TikTok can easily blend in with every other creator on the app which, in turn, helps with brand exposure. Videos highlighting important elements of an organization’s product/service while remaining consistent with trends on TikTok are the most effective in creating exposure.
Similar to that of TikTok, Instagram Reels can be used to create a variety of content strategies. By properly applying Instagram Reels, a brand has the ability to diversify its Instagram posts, leading to not only more impressions, but new ones, expanding brand awareness. IG Reels can be used as a “bridge” to your Instagram profile, ultimately leading a potential consumer to your homepage.
With a video length limit of 2 minutes and 20 seconds and a daily user base of 166 million, according to Hootsuite, the proper application of Twitter’s video capability has the potential to greatly increase brand awareness. Twitter’s latest update also included the addition of “Fleets.” Similar to that of both TikTok and Instagram Reels, Fleets allows the user to post short videos that are then placed at the top of your follower’s feed. This addition can be used to highlight important dates, upcoming releases or sneak peeks in regards to your brand.
Authenticity is first and foremost, one of the most important practices a public relations professional should be undertaking. Publics have proven that their trust in the media and online information is at an all-time low, so having to weave through press releases and information coming from specific companies themselves is a daunting task in and of itself when one already feels as though a strong bias is present. It is important to be sincere in your messaging and ensure your information is both credible and with no ill intent. It is a good idea to always present sources, data, and strategies behind a statement you are making to ensure the reader is able to check if your statement is valid.
2.) Utilize Social Media
Social media is arguably one of the most important elements a business can have. It allows a company to have a voice and write their own story instead of allowing others to write one for them. One bad Yelp review can spiral into a large mess for any business if they are not there to give background a mediate the situation. For example, if a local= sushi restaurant relies on word of mouth consumers and one customer feels as though they have a negative experience and decide to put a review online, that may be the first thing anyone sees when they look up “nearest sushi restaurant” on their phone. People are likely to not go somewhere with a bad review and no way to see good reviews or see that everyone else in the area loves to eat there. If this business had a personal website, that would likely be the first thing to pop up in a google search and could allow you to have a voice in sharing positive testimonials and photos capturing happiness of customers. This could make or break new customers visiting your location. Social media also allows others to interact with your business in personal ways and spread the word. A good example of a business using social media to help their brand is Wendy’s. (http://twitter.com/wendys ) They are able to perfectly advertise their menu items and deals, while also providing a comical element that many young adults and teenagers engage with.
3.) Video Content
Video content is said to be one of the most important elements of utilizing your company’s online footprint. People are more likely than ever to engage with creative videos rather than reading articles or releases or any other form of written content. It allows users to stay engaged and interested rather than be distracted or overwhelmed, and when used correctly, could allow you to impact a large audience. For some great ideas on how to better utilize video content, refer to this article https://www.singlegrain.com/video-marketing/10-useful-types-of-video- content-viewers love/ .
4.) Humanize Your Brand
Consumers do not want to feel as though their favorite brand is ran by robots. Try to avoid sounding canned or emotionless when producing content for the public to see. Use emotion, provoke thought, allow empathy to be a frontrunning emotion in your mind when speaking to the public. Nike is an example of a brand that does this extremely well. Whether or not one agrees with their stances or messaging, it is inarguable to state that no matter what emotion it is, you are feeling something after one of their campaigns is ran. There are ways to do this without eliciting controversy, but keep in mind that people want to WANT to connect to you. They must feel as though there is a two-way communication rather than simply a computer speaking to them.
By Hank Kellerman
You’ve seen it in cartoons: A freshly baked pie is steaming hot and placed on the window sill to cool. The tantalizing aroma begins to drift around the house and finds a hungry character. With a quick flick of it’s cherry scented finger, the character slowly floats up a bit and begins to follow the wonderful smell.
Simply put, this is a great example of inbound marketing. In recent years there has been an explosion of inbound marketing across all types of businesses, but more specifically smaller businesses. Inbound marketing is the process of developing online content that is compelling, informative and fulfills your audience’s hunger for the product or services they want or need. Inbound marketing focuses on bringing customers to you versus having customers go out looking for them. This can be done in a multitude of ways, but some of the more common methods include blogs, social media discussions, forums and SEO optimization.
Before you jump head first into the rapid currents of inbound marketing, strap on some water wings and follow these guidelines for developing an inbound marketing strategy.
Develop Buyer Personas
How do you know and write for your audience? If you just write about topics without the proper research, you could fail to reach your desired audience. One tool that can help you create some excellent audience-specific content are your buyer personas. Buyer personas provide the inside scoop about what your customers are like. They can tell you numerous demographic and psychographic details such as their age, income, hobbies, day-to-day activities and more. Developing buyer personas enables you to accurately create specialized online content to address questions and topics focused to your customers.
SEO and Keywords
Most people know it is extremely difficult to show up on the front page of Google. Google uses digital spiders to crawl across the Internet and search for the most relevant content on that matches the needs of the search query. To get on the front page, your content must be optimized for search engines by using keywords.
There are a multitude of tools that can be used to find keywords, including the Google Adwords Keyword Planner and Long Tail Pro. These tools help you search for relevant keywords with regards to your topic and also can show you things such as how often a certain word is searched every month, its keyword competitiveness and other sites that use this keyword. If you find the right keyword and include it in your content’s titles and main body paragraphs with great surrounding content, your page will be much more likely to rise from the depths and find itself on the first page of Google search results.
Content is Key
This phrase has been uttered by marketing and public relations professionals millions of times. It also has never been so true. Creating compelling content that is relevant to what your consumers are searching for is only the beginning. For a successful inbound marketing strategy, your content has to be better than great. It has to be amazing.
Anyone can write a blog post about how to rebrand a business, but it takes a talented individual to write an in-depth, informative and star-studded post. You need to create content so great that other sites want to back link (the process of other sites linking to your post or site) to it. This also aids in the chances of your site being found organically by search engines. Search engines will view your site as having more credibility with more back links and, in turn, will lead to your site appearing higher up on search engine results pages.
How Do You Put This All Together?
Grab your mixing bowl and get ready to bake that aromatic fruit-filled pie that will have your audience flocking to your content. Do your research. Developing buyer personas, finding relevant keywords and writing amazing content all take time and effort. Spend the time to develop these three items and get ready to watch your consumers come to you. The world of marketing is changing rapidly, and the power of the Internet makes it is much easier for your consumers to find you on their own time than it is for you to reach out to them. So what are you waiting for? Start doing your research and that content-rich pie sitting in the window will be too irresistible to pass up.
by Briana Piercey
We live in a world that is totally saturated with social media. Being constantly connected is the new standard. If you don’t post, tweet or “snap” a video of your every move, people may just assume your life is boring. The problem is, this habit can cause people to share too much, which can have much worse consequences. Let’s just say that everything isn’t meant to be posted.
There’s an old saying: “It’s not what you say, it’s how you say it.” When it comes to social media, though, it’s not how you post, it’s what you post. Social sites such as Facebook, Twitter, and Instagram are platforms where people brand themselves — whether they intend to or not. Posting without careful thought can create unnecessary risks, and although social media sites are great for sharing and connecting with others, they can also taint your professional image.
Control your content
Some people may think that if their profile pages are set to private instead of public, they’re protecting themselves. Although that’s ideally true, that’s not always the case. Despite the general privacy settings on a person’s page, the content they share is often available to “friends of friends,” which greatly increases the number of people who can see their post. Always check your privacy settings to see who exactly can view your content.
The “non-renewable” post
When on a social site, think of your control of your content as a non-renewable resource; once you’ve used it, it’s gone. When a Facebook or Twitter user hits that post/tweet button, that status leaves their control, never to be returned. Of course, you might have the option to delete specific content, which may provide a sense of authority as a social media user. However, websites often keep caches of everything people post and other users are able to take screenshots of content. By the time you delete something, it may already be too late. Once you post, you can delete but you can’t hide.
Social media safety
Along with potentially damaging your image, being careless on social media can also pose risks to your physical, financial or legal safety. Features such as location tracking or the contact information section of your profile page, for example, can reveal more than you might think. Crimes related to social media have increased at an alarming rate in recent years, so if you want to be cautious, here are a few tips for staying safe on social media:
Don’t announce your every move
“I just brushed my hair in the bathroom on 122 Lane Avenue and I’m headed to the Lennox shopping center all by my lonesome!” Okay, so this is a bit of an exaggeration, but it definitely simulates posts made by our fellow social media addicts. Publicizing your every move keeps family and friends informed of your whereabouts, but it updates potential predators as well. Play it safe and spare us the details. Simplicity is key.
Know who your friends and followers are
Contrary to what they would have you believe, not everyone on social media is your friend, and some may even have ill intentions from the moment they message you. Avoid accepting friend requests from people you don’t know and be aware of who’s following you. It might help you steer clear of hackers or other potential threats.
Avoid using profanity, images with alcohol, or other questionable content
Here’s a good rule of thumb for knowing if something is okay to post: If you’re not sure whether or not you should post it, #DontDoIt.
Are you conscious of your social media content? Do you have any tips to help people stay safe on social media? Let us know in the comments below, and don’t forget to follow us on Facebook, Twitter and Instagram.
By Jonathan Haile
It might trouble the Innovative PR specialists (at least one in particular, I can imagine) to know that I had never heard of Kate Spade New York until yesterday. After all, I have no use for or pay any attention to ladies handbags or jewelry. That said, I appreciate a good integrated campaign, and Kate Spade is on top of that.
Anna Kendrick and “The Waiting Game”
This year, Newcastle made a few waves online with its “not Super Bowl” commercial, featuring Pitch Perfect star Anna Kendrick. It appears Kendrick, quickly becoming the queen of integrated and online campaigns, is back in this Kate Spade’s holiday ad, “The Waiting Game.”
The short and clever video shows the misadventures of Kendrick as she returns home from the retailer and quickly realizes she doesn’t have her keys. Watch the insanity ensue.
Why is it integrated?
When you find yourself on Kate Spade’s Facebook and Twitter pages, the first thing you see is The Waiting Game. It’s what makes social media so beneficial. The two minute and 30 second short film can play in the digital space, whereas it couldn’t fit as a television advertisement. Low and behold, you’ll probably find a 30 second version of it hitting your TV set as we get closer to Christmas.
It’s also instantly shareable. If you wish, you can easily send it to a friend or two, or you can tweet about it, using the hashtag #missadventure. Any time you search for that hashtag, Anna Kendrick and Kate Spade’s Twitter accounts are suggested to you in the results.
There isn’t just The Waiting Game video. I admire brands that give us these short films, but also give us behind-the-scenes access. When you watch the video on Youtube, another Kate Spade/Kendrick video is featured to the right.
It’s just a hunch, but I’ll go out on a limb and say that newspapers and fashion magazines will probably have Kate Spade print ads feating the young actress. Kendrick continues to build her star power and brand, and she is easily recognizable.
What can we learn from this?
Of all the things I touched on above, the thing that sticks out to me the most is the hashtag #missadventure. While it’s cleverly derived from the word “misadventure,” it helps the reader understand that this is a comical story about a character before they watch the video.
Again, it’s easily shareable and designed to get the user to the Kate Spade social media pages. It allows all the people talking about the video to find each other, interact with each other and interact with the company. If you don’t believe me, check out this tweet:
As PR students and professionals, we often have to explain to friends that we’re not in marketing and advertising, but those three ideas are often interwoven in integrated campaigns. Kate Spade does this brilliantly. It doesn’t surprises me that this was AdWeek’s Ad of the Day.
by Stephanie Harvey
Grabbing bloggers’ attention and getting them to talk about your company is becoming more and more important. Even a simple mention by an influential blogger with a large following could lead to a great deal of exposure.
Bloggers have a lot to say. The bigger their following, the more this may be true. That is why in the next few points below you will be provided with four easy ways to get bloggers writing about your company.
Choose targeted bloggers
It’s important to choose specific and targeted bloggers who are interested in or already write about topics relating to your company and industry. You can better understand the blogger by going back and reading over their posts. This may take some time, but it’s worth it. Doing this will help your company gain a better understanding of the blogger. Make sure to understand the blogger’s specific audience. They’re the people you want to reach.
Get bloggers interested
You can get bloggers interested many ways. One of the most common ways is to send them products to test. If your company solely provides services you can invite them to a one-on-one meeting. The blogger might also be interested in attending a product launch party or other exclusive event to gain inside access. Simply meeting the blogger over lunch or coffee and discussing your company may even get them more interested.
Motivate them by building a relationship
Give the blogger further information about the specific product that you are wanting them to promote or talk about. Images and videos are always make great content worth sending. Don’t forget about the highly influential video bloggers on YouTube and other video services.
Make sure to not send the blogger too little or too much content. Give them ways to find content on their own if they continue to show interest. Always make sure not to send them dry content. Giving them a digital and print media kit is a good route to take.
Share the blogger’s content
It also might maintain the relationship if promoting their original content. Bloggers that makes money from advertisements on their sites, so they’ll appreciate the increased traffic. Promoting their YouTube channel would help them as well.
By following the four steps you can not only gain insight into a blogger’s world, get them talking about your company, and most importantly, build a long-lasting relationship.
by Ana Guzman
Have you noticed that it’s less people are seeing posts from your Facebook page? Over time, Facebook has applied algorithmic changes to its news feed, drastically changing the content your fans see. This algorithm was designed to create a news feed specifically targeted to you, making it the perfect “personalized digital newspaper” as Mark Zuckerberg called it. However, it has created another problem. Over the last year many organizations, small businesses and users noticed a decrease in interaction. Users feel like it has converted Facebook from a free platform to a “Pay-and-Play” platform.
Suppressing organic posts
In an article last year on Forbes.com, columnist Nick Bilton, explained how he noticed decreases in likes, shares and comments in his posts, so he decided to experiment with the system. Bilton paid $7 to promote his column and within a few hours noticed the huge difference in shares and likes. He publicized his reaction, a belief that Facebook could possibly be suppressing other posts in order to boost others.
The algorithm as Facebook sees it
Facebook immediately replied, “There have been recent claims suggesting that our news feed algorithm suppresses organic distribution of posts in favor of paid posts in order to increase our revenue. This is not true.” The company explained that engagement has gone up 34 percent for those who have activated the Follow Feature and have followers. They also explain that people cannot compare engagement rates in posts from a year ago to today. Facebook says it is as if comparing apples to oranges. The comparison in engagement is irrelevant because the posts are not the same. Facebook also stated that decrease in interaction could merely be due to the content or type of post.
There’s more to Social Media than just Facebook
Users with little to no budget to promote posts have been bothered with the changes, and some even see it as an ultimatum. They can either find the means to boost their posts or leave the platform. However, Facebook’s algorithm does not mean users have to pay to maintain social media engagement across all networks. We as marketers can blame the algorithm for some of our troubles, but we’ll always be able to get creative with other social media outlets. A picture is worth a thousand words so capture an amazing one and tweet it, post it on Instagram or Pinterest and compare the engagement. And who knows? We may just have to strengthen our content on Facebook to make it more appealing to our audiences.