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Oct 11 2016

Don’t Do Marketing & PR… Until you can answer these 5 questions

Marketing & Public Relations (AKA PR) should be an important part of your outreach strategy. After all, PR is defined as interacting with your public, and you need to do that to communicate your brand message to your audience. If you’re not trying to communicate with your audience, you are relying too heavily on the “if you build it they will come” strategy. In a world of social media and other online channels as well as all of the visual and informational bombardment on a day-to-day basis face-to-face, there is too much noise in the marketplace to wait for someone to notice you. You need to initiate the connection.

It can be tempting to jump on the first opportunity you see to get your brand “out there” without thinking too much beyond that you just want people to see you. However, just because it is the latest and greatest idea doesn’t mean it is the right one for your business.

You have a lot of options available to you when it comes to marketing and PR. The challenge for you as a small business owner is to pick the right options that will give you the highest return on your investment (of time AND money!).

Here are a few things you need to get straight before you jump on that latest and greatest idea you came across:

What do you do? Be able to identify in detail what product or service you are selling.
Who would be interested in what you have to offer? When you can answer this question, you will have identified your target audience.
Why would your target audience want what you have to offer? This is an important step often skipped by entrepreneurs who are launching a business. You need to be able to articulate – in writing and when you are speaking to people – what makes your product/service so great. Along the same lines, identify what sets you apart from your competitors.
Where does your target audience congregate? Do a bit of research to find out where they get their information from, what organizations they belong to, their social media habits, and what their buying habits are.
What are your goals? Once you have identified who you are and who would be interested in what you have to offer, you need to set goals so you can identify what a successful marketing & PR campaign would look like for you. Is it sign ups? Website traffic? Awareness?

Once you have answered these five questions, you can sit down and use the information to decide what kind of marketing & PR strategy you should run. Your audience and your goals will dictate what channels you use to reach out and your product/service offering and differentiators will help you determine what type of content and messaging to use on each channel.

While it means you need to invest more time in the beginning to help set yourself on the right track, it is worth it in the long-term.

Candace Huntly is the Founder and Principal at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

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May 07 2015

It's Time to "TALK" about Social Media

As the saying goes “unless you’ve been hiding under a rock” there is a very good chance that you’ve not only heard of facebook and LinkedIn but are an active and engaged participant on both. We are reminded constantly of the need to be on social media, to maintain a social media presence and to interact with our customers by employing this type of technology. How much is too much however? At what point does your message become de-valued, meaningless white noise amongst the clamor for customer attention? At the same time, how much is too much for you, as a person trying to conduct business? Social media has a huge role to play in terms of its ability to distract and consume your time voraciously in a non-productive way. Let’s talk about how much we “talk.”

The word “talk” was very deliberately placed in quotes. Why? Because today, due primarily to the influence of social media, we don’t do nearly enough actual talking. Our interactions with others on a human scale are some days, literally non-existent while our “interactions” on social media are exhaustive! Social Media has created a “doors wide-open” philosophy where we are encouraged to post, post, post, often times with little regard for the quality of the posting. There are entire blogs related to how often you should post and the rule of three has become the norm: post three times sharing information, tips, tools, techniques or free giveaways, before posting any targeted and specific attempt at soliciting business. The problem is we are often left searching for content of value, re-circulating posts that have already made the internet rounds several times over and which are, at best, tenuously related to our business. Currently, “curated content” is the new buzzword. Let’s look at what that really is. Curated content is regurgitated. It’s a nice word for taking someone’s work, cobbling it together with other similar posts and offering them up under your banner for public consumption. Often, I find an attention-grabbing headline has been shared to a page but when you click on the link, the content has nothing to do with the business sharing it. Clearly this is an example of someone not vetting content or sharing information of value but rather, a person simply caught up in the rush to post, post, post.

Original content is king and making sure that it’s laser-focused and related to your business is paramount. Self-employed entrepreneurs must fight for attention amongst big business so it is particularly incumbent upon them to ensure content is relevant. More so, it is critical that you don’t get caught up in the minutiae yourself, trawling through LinkedIn in search of content but getting sidetracked along the way looking at what all your old high school friends are doing now. The same is true with facebook. As entrepreneurs, with no IT department to block your access, and no one to answer to other than yourself, it’s far too easy to flip through facebook laughing at the antics of your nephew as he plays with that cute new puppy. Social Media for business requires both social responsibility and effective time management. Set aside just 15 minutes twice a day to touch base with your followers. Be very regimented about that time (use the alarm on your Smartphone) and before you hit the share button employ the “pause and reflect” philosophy. Ask yourself “is this of value, relevant or potentially helpful to my clients?” If the answer is no, don’t share. If you haven’t even read the content, definitely don’t share it and if you really don’t have anything to say – that’s fine too. Just as in life, don’t “talk” for the sake of talk, but rather, talk when you have something meaningful to say. After all, you don’t want to be the person “blocked” by your customers because they were fed up with a continuous and largely irrelevant barrage of “curated content.”

As Owner and Principal partner of “Writing Right For You” Sheralyn is a Communications Strategist – working together with entrepreneurs to maximize profit through effective use of the written word. Looking for web content that works, blog articles that engage or communications strategies that help you get noticed? Contact Sheralyn today. Sheralyn is also the mother of two children now entering the “terrible and terrific teens” and spends her free time volunteering for several non-profit organizations.

Sheralyn Roman B.A., B.Ed.

Writing Right For You

Communications Strategies that help you GET TO THE POINT!

416-420-9415 Cell/Business

writingrightforyou@gmail.com

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Aug 04 2014

Are We Sacrificing Humanity for Connectivity?

A few years ago I was boarding a flight from Colombo to London, returning back to Ottawa after a business trip. The flight was taking off at an ungodly hour and I was in no mood to be chatty with anyone prior to take-off, so I did what anyone would do and decided to check my phone. I was in fact sending off some last minute goodbye texts to friends and colleagues. I didn’t even realize I was seated and being served a welcome drink until the flight attendant said ” staying connected ’til the very last second Ms. Perera?” In my attempt to “connect” with my friends I had completely shut out the world around me and disconnected with my surroundings.

With the influx of new technology aimed at making the corporate world more accessible to citizens everywhere all the time, we seem to spend a lot of time trying to “stay connected”. These days everyone’s got a blackberry, iphone, or another variety of smart phone that “connects” them to everyone else. But just how well do we know the people that we email, tweet, text, or add on Facebook?

In the corporate world we use social networking tools and social media to grow our networks and promote our businesses. Most professionals prefer to connect on LinkedIn but just how many of the contacts on LinkedIn have they actually met? Do they even know 50% of the people on their friend or contact list? I must admit I am guilty of this – I don’t personally know everyone on my social media profiles and I haven’t met all my contacts on LinkedIn in person.

We all seem to find it much easier to email a colleague about a report that’s due or finalize plans with friends over Whatsapp than to actually pick up the phone and call them. In person interaction seems to be at an all time low as new developments in technology are slowly making in person meetings a thing of the past. All this technology may not be a good thing for our own social nuances as we don’t see people face to face or interact with them in person, leaving us without the need to express emotions and exchange niceties. Sure we can write someone a nice a message or email but wouldn’t it be much more effective in person? Or even a hand-written note as opposed to a typed text? However with all the typing, texting and emailing I hate to think what everyone’s penmanship would look like, I know mine has certainly seen better days.

The constant need to “stay connected” can also remove us from the real world, as you can see from my experience. The truth is connections can be made online, but they are strengthened in person, through human interaction. After all isn’t that the point of networking events? Even though smart phones and laptops are invaluable assets to self-promotion and growing a business they do not trump one-on-one human interaction. The reality is we need to be able to see and speak to someone in person in order to trust them, gain their trust and buy or sell products. This concept might seem a bit archaic in a world of conference calls, virtual assistants and online shopping, but I think it’s time to get back to some real face-time – actually meeting someone face to face and having a conversation, before we lose our humanity.

Praveeni Perera is the CEO and co-founder of Professional Edge Consulting a corporate training company based in Ottawa offering training and coaching services to clients around the world. She can be reached via Website, Twitter, Facebook or her Blog.

Apr 04 2014

Four tips for Entrepreneurs

Being an entrepreneur is a dream job for many people, you get to be your own boss, work your own hours and pursue your passion. But those of you who have taken the plunge and started your own business know that with being your own boss comes great responsibility, countless hours of overtime and a lot of worrying and obsessing over every detail. It’s a stressful yet rewarding life but we could all use some guidance and perspective along the way.

Here are a few tips for current or future entrepreneurs

1. Work ON your business not IN your business

As entrepreneurs it’s easy to lose sight of the big picture and get caught up in the little things. Attention to detail is important but many entrepreneurs make the mistake of sweating the small stuff instead of looking at how to grow and increase their business. A great example of this is what I like to call Social Media Madness- so many “branding experts” out there recommend that entrepreneurs use social media to grow their business, but just how much trust can you establish on the internet? Face to face interaction is key in establishing mutual trust and building a successful business relationship. Instead of worrying about how many social media updates to schedule in Hootsuite or BufferApp entrepreneurs should be focusing on how to increase their reach, retain existing and loyal customers and expand their business.

2. Know your brand

Before you can grow your business and attract customers you need to know what you’re selling. Entrepreneurs need to take time to examine and reexamine the product they are trying to sell. What is it? And what is your brand? What are you all about? These are all questions entrepreneurs should ask themselves. You need to know your brand inside out because as an entrepreneur you are a living breathing 24/7 advertisement and endorsement of your brand. If you don’t know what you’re trying to represent you won’t be successful in attracting and retaining customers and clients.

3. Create original material and put your name ON it

Being original is one of the perks of being an entrepreneur. Although it’s tempting to “copy” thoughts, ideas and even pictures, plagiarism is a crime and is punishable by law. It’s always best to have your own ideas. When you create something be it an image, blog post or any type of promotional material put your name on it and own it! Make sure everyone knows you made it and that it is your property. A great way to do this is by inserting your logo in to your self made images and graphics and setting your logo as a watermark for any handouts or material you give out. Your logo will generally deter any would be plagiarizers from using your work and setting your logo as a watermark for any written material makes it difficult to photocopy.

4. Don’t be afraid of DIY

Most entrepreneurs have to grow their business on a budget andthat usually doesn’t leave much in the way of funding for expert advice and outsourcing, But doing things yourself is not necessarily a bad thing, it’s a very rewarding experience to be able to claim full ownership of projects. For example instead of outsourcing your flyer or promotional material design try playing around with PowerPoint, Photoshop or whichever design program you’re comfortable with, you’ll be surprised at what you end up with. No one knows your business better than you do so it’s always better to try doing things yourself before you break the bank on “marketing and branding experts” or “graphic designers”. You know your vision for your brand, logo and promotional material better than anyone so why not take a stab at it before you outsource.

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