As the leader of a public relations agency, I’ve seen too many content marketing strategies out there continue to reflect the culture of a 30-minute beer when the market expects a two-minute beer. We’re now more than two decades into the era defined by Apple’s legendary marketing guru, Regis McKenna, as “real-time marketing.”
Starting a new business is fun, but it takes careful planning to do it right. Even if you’ve been in business for several years, you may find this information useful. As a marketing consultant, I’ve been able to backtrack and fix some of the foundation issues for small businesses in order to help them grow. Many say they had wished they had called me sooner. My goal with this article is to help shed light on some of the most common mistakes I’ve seen over my 20-year career helping small business owners, and help advise small businesses on how they can avoid them. 1The good news is that small business failure has decreased in 2016 according to Entrepreneur. It claims some of the reasons are smarter small business owners and better business-management technology.
With most purchases, mobile comes first. Users spend most of their online time on mobile devices, with more than 91 percent of Facebook usage on mobile. This means digital marketers need to consider second screens as primary vehicles when developing websites, social media or email campaigns. Today, social media favors influencers.
As a child, I looked forward with great anticipation to TV Guide’s Fall Preview of new and returning shows. With that in mind, I once again present NCET’s Fall Preview of programs and events designed to help Northern Nevada’s small businesses and entrepreneurs. Upcoming events include the NCET Small Business Expo, Nevada Economic Development Conference, Governor’s Conference on Small Business, Northern Nevada Business Summit, NCET’s State of the Marketing Industry and TEDxUniversityofNevada.
Unfortunately, marketing and public relations (PR) expenditures often rank low on our list of priorities. I often see non-profits scale back on their investment in communications efforts in order to bring “overhead” costs down. At which point I cry crocodile tears. By failing to invest in PR, we clip our own wings and decrease our ability to reach actual change faster.
If you could more efficiently grow your business, increase your brand awareness, and bring in more revenue with less up-front costs, less risk and more control, would you? You can – through webinars. A webinar is a live, interactive seminar done online. It’s an effective method for you to engage an audience. According to the Content Marketing Institute, more than 60 percent of marketers are using webinars as part of their marketing campaigns.
Social media users are looking for bite-sized pieces of information that they can process easily as they scroll through their news feed, and it is up to brands to capture the attention of their audiences quickly to make a lasting impression. In the age of GIFs, thumb-stopping videos and a whopping 1.59 billion monthly active Facebook users, the saying “a picture is worth a thousand words” rings more true than ever before. By establishing a cohesive brand image through visual assets you can capture the attention of your audience and make yourself memorable. Use these tips to tell your brand story through visuals.