Canadian Small Business Women

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Marketing, PR, or Sales: Which comes first?

What comes first – the chicken or the egg? It’s a question that has sparked debate for a long time, and it will continue to spark debate for years to come. When it comes to your business and connecting with your customers, there is a similar question. Does marketing, PR, or sales come first?

At SongBird, we strongly believe that – no matter how much bravado you use to try to argue otherwise – your marketing strategy should come first. It will help you create the foundation to grow your business.

Let’s talk about why it’s important to see your strategy development this way.

Defining Marketing, PR, and Sales

The American Marketing Association defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” I would add that your marketing strategy will define any of your outreach through the foundational work that is done to develop your brand strategy. If you take the basics into account, marketing is about the four P’s – Product, Price, Place, and Promotion.

The Canadian Public Relations Society defines Public Relations as “the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals and serve the public interest.” It really boils down to the fact that PR is meant as a way to manage your brand reputation whether you are a business, organization, or an individual expert.

The Business Dictionary defines sales as “The activity or business of selling products or services.” Some also describe it as the actual exchange of money for products or services.

What It All Means

If you look at the above definitions, marketing is the umbrella that covers everything, whereas PR and sales are methods or tools to use to connect with your target audience.

Modern Challenges

While the definitions show that each fits into a different box or silo, technology has made answering the overall question of which comes first harder because it has blurred the lines between marketing, PR, and sales. For example, social media has changed the game for all three things. It could actually be considered part of Marketing, PR, and Sales given what it is used for. Where PR is concerned, social media has allowed the media landscape to shift significantly (hello, influencers!), created opportunities for digital brand experiences, and connects brands directly to their audience in real time. In terms of Marketing, it is a way for a company to promote what they have to offer as well as develop a strong brand presence and general awareness. Where sales is concerned, most social media channels allow you to sell directly from posts, and act as a lead generation machine to funnel into your sales funnel.

For small businesses – and larger companies running lean – whose teams are also small, the lines become even more blurred because one person might wear multiple hats. The same person might be responsible for the overall marketing strategy, creating branded sales materials, social media, experiential events, influencer relations, and media relations. In a larger company 5 or 6 people – or more – might manage these things.

Marketing first

In spite of the fact that the lines are blurred, marketing should always come first. Your PR and Sales strategies should support your overall marketing strategy and goals, which should support your overall business strategy and goals.

To be clear, marketing, PR, and sales all need to work together to get you to where you need to be, but you should really explore your marketing strategy before launching into your PR and sales execution.

Candace Huntly is Founding Partner 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.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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Bring the Thunder! From Publicity to Profits – Why you should Hire a PR Firm

Picture this, you’ve been in business for a few years and you feel it’s time to position yourself for further growth but you don’t know where to start. Even worse, you’re noticing your competitors in the news and on social media, and bloggers and influencers are talking about them as if they are all the rage.

Or perhaps, you’ve created your dream business, you’re excited about serving your target market and you’re eager to let them know that you’re not just here, you’re the best in the market, and yes, they should choose you! But how do you get noticed when your competitors seem to always get the publicity? They have the media mentions, they are the talk of the town and they are drowning you out and driving you crazy.

Chances are, they have hired a public relations (PR) firm to tailor strategies to speak about their brand, products or services. But never fear, you too can get in on the action. The key to getting started on your goal is hiring a firm whose focus is on curating laser-like tactics that are geared towards sculpting your image. This company would ensure that it accentuates the positive buzz-worthy happenings in your business, reaching your key demographics and media outlets that serve as their main touchpoints.

When done right, PR is one of the most powerful tools that you can use for creating visibility and turning passion into profits. The effectiveness of any campaign with proper brand messaging is based on its repetition and proliferation across various media outlets, through the right influencers, and, of course, at the right time. The good news? A PR firm is ready to get you started.

 

There are several reasons you should hire a PR firm, and here are a few of them to get you started:

 

We Bring the Thunder

Not sure how to best represent your company? Need to conduct market research? Are you unsure about the main messages that you would like to communicate about your product or service? Not sure what media channels to use and how to put your best foot forward with owned media – your website and social media channels? A PR firm offers a fresh external perspective to find the answers to all these and more. Deciding what you want to communicate about your business and how you want to communicate it is of paramount importance to your success. A PR firm has the team to bring brainstorming power to get you hand-picked solutions that work – after all, you need brand awareness to build a demand for your product or services. There is more to communication than meets the eye, and the right PR firm can help you craft your message to make it irresistible. Then you’ll be on your way to more publicity and more profits.

Photo by rawpixel.com from Pexels.

We’re Your Gladiators

We are your fighters. We’re experts in the business arena and we will wage war to get you the results you need to create long term value. We strategise, we go for the jugular to execute, and we make it look good. As gladiators, your PR team lives and breathes communication. That means we are highly skilled at curating campaigns that feature your key selling points and brand messaging. Not only that, PR agencies are highly skilled at media relations, meaning they have well-established relationships they have fostered over time with top tier media outlets, industry spokespersons, and potential investors. They know how to get your messages published via the most appropriate media outlets to connect with your target market where they live, work and play (think magazines, newspapers, TV, radio shows, high profile websites, blogs, and podcasts). A huge bonus in hiring a PR firm, too, is that the teams are typically made up of professionals at various levels of their career – from the intern to the veteran journalist or corporate communications specialist with accolades under their belt. Cue meme mastery or journalistic skills which gives them an insider perspective on what makes a compelling brand story, or a newsworthy angle that will have your audience clamouring for more of your content.

 

Visual Ninjas? We’re all That and More

There’s something inherently visceral about arresting visuals that pull you in – the power of the right colour combinations and just that perfect pop. It creates a lasting first impression. Visual content marketing continues to play a huge role in creating buzz about your business. Think about it, statistics show that people remember about 80% of what they see, and 30% of what they read. Your audience is most likely to form their first impression in about 50 milliseconds, and it’s estimated that posts with images garner 650% higher engagement than posts with only text. That said PR firms specialize in telling powerful stories to connect with your audience. From social media graphics, to gifs, posters, infographics, ads, videos, that can enhance your connectivity with your audience, your visual ninjas get it done with stealthy precision.

 

Media Monitoring

Monitoring your results is just as important as getting the message out about your business, after all, how else will you measure the success of your campaign? Media Monitoring is the  process of reading, listening, checking and recording the coverage that comes through your PR outreach efforts – whether through traditional media (print and broadcast) – online or social media. PR agencies subscribe to various media monitoring channels and contact databases that other organizations don’t use, but can tap into once they forge a partnership. That way, the monitoring process is automated and allows you to continuously scan various platforms more efficiently and at a much quicker pace. Was your story picked up? Was it ever shared on other channels/outlets? What was the reach of the outlet that published it? These important questions are answered through effective media monitoring, and the results can help you to improve on messaging, gain market intelligence, understand which influencers are having the most impact on your brand, and gauge how you plan media outreach for further campaigns.

Photo by rawpixel.com from Pexels.

 

So there you have it – proof that a PR agency brings several benefits to the table. Defining your key messaging and reaching your target audience are important ways to get started. With the right tactics, your PR gladiators will deliver added value and build long-term relationships with the key media outlets and influencers that share your brand stories. And, of course, monitoring those results will help you determine the success of your campaign and to figure out whether to ramp up your current PR machinery or to finetune your message for the best results. PR firms are flexible with various budget-friendly packages and payment options to get you started on your journey to more publicity and profits, so don’t be hesitant to reach out.

 

 

Kimesha is the CEO of Oasis Integrated Communications. She’s a seasoned PR professional with a passion for crafting meaningful stories that connect to people. An eternal optimist who thrives on perfecting solutions that marry creative brand experience with consumer engagement, she believes in tapping into the core values of a company and tailoring strategies that share their narrative and find affinity. Her experience spans public relations, corporate communications, marketing, social media and advertising across a range of industries. She has executed projects in Toronto, New York, and Jamaica where she has deftly managed some of the foremost brands across North America and the Caribbean.

 

IG@oasisintegrated

LinkedIn: @Kimesha Walters

 Website: www.oasisintegrated.com

5 Common Social Media Mistakes

While social media has become an important marketing tool, so many brands forget that it should be a social tool first and foremost. It’s a chance for brands to connect with their target audiences.

Low social media engagement can be frustrating. But, before you get too frustrated and throw in the towel, have a look at some of the most common mistakes brands make on social media to see if you can turn things around.

Here are 5 mistakes you might be making on social media.

#1: You’re too focused on the sale

If you are constantly talking about yourself through a continuous hard sell of your products/services, your target audience will quickly lose interest. It’s not very authentic – or interesting – if all you do is talk about yourself!

To avoid making this mistake, develop your content strategy with audience engagement in mind. If you set out to connect with people, you will find that your loyal brand community will grow. Two things to consider are:

  • User-generated content where you post content that your audience submits.
  • Curated content from third party sources acknowledges other viewpoints.

#2: Ignoring the comment section

In spite of the fact that studies show that 70% of people are more likely to stick with a brand if they respond on social media (and not with a copy and paste response!), brands ignore a staggering 89% of inquiries on social media. As a small business owner, you are probably trying to run your business and your marketing on your own. It can be easy to let things slip through the cracks, but you don’t want to lose customers.

Social media is all about connection and dialogue. Whether on purpose or not, you should never leave a comment unanswered. If you’re having trouble keeping on top of it, schedule 15 minutes every day to sit down with your online community and answer any questions or comments.

#3: Not providing value

If you are just posting for the sake of posting, you are likely just adding to the wall of noise that social media has become. It’s likely not going to attract the audience you had intended – if you attract anyone at all!

Remember, you are on social media for the benefit of your customers, which means you should be posting about things they want to hear about. Keep up on the trends within your industry and listen for questions that come up frequently about your products/services. You might even try asking your followers what they want to hear about.

#4: Focusing on size, not quality

The number of followers you have means nothing if they aren’t converting into customers and if your overall engagement is low. More isn’t always better. If your goal is merely to gain more followers on social media, you’re doing it wrong.

Instead, focus on building a community. If you have a highly engaged community on social media, it’s not going to matter as much if the number fluctuates a bit. You will notice an upward steady growth trend in your following, your engagement, and your revenues.

#5: Wrong place, wrong time

You set up your social media platforms based on their popularity and you are putting out content regularly, but the strategy just isn’t getting any traction… at all. Have you considered that your target audience doesn’t use the platforms you chose? If your target audience isn’t on a specific platform, why are you?

Do your research before starting any marketing strategy. In terms of your social media, figure out on which platforms your target audience uses.

As you are building or trouble-shooting your social media strategy, keep these common mistakes in the back of your mind. Remember that you should be having fun with your social media strategy because it is all about building a brand community of people.

 

Candace Huntly is Founding Partner 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.

Connect with Candace

Check out our Social Media Starter Kit to help you get started on Social Media!

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Easy Summer Marketing Cheat Sheet

Now that the weather has us all hoping that the sunny, warm days will stay, you have some decisions to make when it comes to your summer marketing strategy. While it might be tempting to slow things down for the summer in favour of vacation time because “business slows down anyways,” you should consider kicking things up a notch for the summer or at least maintaining the momentum you have already built throughout the year. I could give you a million reasons why keeping up with your marketing is important throughout the summer months, but you can check out my top 5 reasons here.

What I want to focus on is how you can make the most of your summer marketing strategy by following this cheat sheet as you build out your strategy over the next month or so.

Here is an easy cheat sheet for your summer marketing strategy building – all of the nitty gritty details that you can check off your list on your way to success.

  • Status check: Figure out what you’re currently doing that is working and the things that just aren’t. Create a spreadsheet where you can list your metrics for success for each marketing tactic you have tried in 2018. Once you have it written down it makes it easier to see the big picture.
  • Review your goals/objectives: What were you looking to accomplish when you started your current strategy and how does it relate to your results? Did you reach your goals? If not, what held you back? Have your business priorities shifted?
  • Look ahead: What big announcements/milestones do you have coming up for the second half of the year?
  • What’s trending in your industry: Do an audit of social conversations, pop culture, and other channels to figure out what’s trending in your industry (and for your audience as a whole). How do these topics relate to your brand?
  • Identify unique summer opportunities: There are a lot of events and social activities that go on in the summer. List potential opportunities for you to get involved as a brand and/or organization. Some things to consider are: Partner with a non-competing business to offer summer promos that sweeten the deal; or get involved as a sponsor for a summer event to get your brand in front of your target audience. These types of opportunities are a great way to generate buzz in the media.
  • What’s on your wish list: Are there any marketing tactics that you haven’t ever implemented but you wish you could? For example: video marketing; experiential marketing; mobile tactics; etc.
  • Set your budget: Carve out a budget for summer-specific marketing initiatives – be realisitic.
  • Write it down: Build a document that outlines everything you are going to do this summer when it comes to your marketing. This includes tactics you are continuing from the first half of the year as well as anything new you want to try.
  • Identify milestones: Once you have decided on what you are doing, figure out when you will implement everything.
  • Think beyond summer: You should look to build momentum beyond your summer marketing strategy. Look at summer as a jumping off point for future success in the year.

Summer marketing doesn’t have to be expensive, and it shouldn’t be ignored. Shake off that sudden urge to slow down when it gets hot and sunny and use the summer to your advantage.

 

Candace Huntly is Founder and Partner 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.

Connect with Candace

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4 steps to changing up your marketing strategy for the better

Have you hit a plateau in your marketing efforts? You’re definitely not growing your business. Or maybe your business is falling short of your competitors and they are squeezing you out of the market. Whatever the case, it’s time for a marketing strategy change. Changing things up shouldn’t happen on a whim, and it should be a slow and steady process that you work through, otherwise you will likely find yourself in the same place six months from now, needing another big change.

The need for a marketing strategy change can be triggered by a number of different factors such as industry developments, audience needs, market trends, a change in service offerings, etc. As a business owner, you should be reviewing your marketing strategy at least on a quarterly basis to make sure you are staying on top of things.

Step 1: Identify gaps

Gaps are where there is a need that is not being met. You might be surprised at what you are missing if you aren’t listening intently to your audience. Here are some common gaps:

  • Lack of customer engagement
  • Slow customer service response times
  • Lack of product education
  • Missing skill set on your team to get the job done
  • Misaligned strategy and goals

Be honest with yourself about what is working and what isn’t. It makes it easier to identify these areas if you look at the data related to all aspects of your marketing. These are some common data touch points:

  • Social media engagement
  • Website traffic
  • Conversion rate (those who go from browsing to a sale)

Once you have identified where your marketing gaps are, figure out the solutions necessary to fill those gaps and let that be the foundation of your new marketing strategy.

Step 2: Set objectives

Your marketing strategy should fit within the bigger picture of your overall business strategy. Set your marketing objectives with this in mind so your marketing strategy will help you achieve your overall business objectives.

As you are setting your marketing strategy objectives, make sure that they are quantifiable, so you can measure your progress. You should also identify both short-term and long-term objectives.

Step 3: Set milestones

After setting both short-term and long-term objectives as well as identifying your tactical changes to your marketing strategy, build out a timeline to help you implement and track your success. You can always tweak the timeline as necessary, but it will keep you and your team on track. Be sure to include things like major deliverables, growth targets, and strategic decision deadlines.

Step 4: Execute and let it breathe

The hardest part about starting something new is waiting to see if it will work after you set it in motion. Depending on your goals (short-term vs. long-term), your strategy can take up to 6 months to see full results. Adjust your expectations and don’t start messing with your new strategy unless you know something isn’t working. In these cases, make sure you figure out why it isn’t working before creating a solution.

If you are ready to change up your marketing strategy, it’s important to realize that you likely have a good base to work from already. Don’t throw out your current marketing strategy, figure out how you can tweak it or build on it to make it better.

Candace Huntly is Founder and Partner 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.

Connect with Candace

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5 Tips For Getting More From Your PR Efforts

Whether you have competition or not, you need to figure out how to generate buzz about your brand. If no one is talking about you, then your target audience won’t be able to find you very easily.

Your PR strategy could include a variety of different tactics. Once you have your strategy in place, here are 5 tips on how you can make the most of your efforts.

  1. Think long-term, not individual opportunities

You might be looking for media coverage for your brand or product launch, or to be included in holiday gift guides, but what happens next? Your goal should be to aim for sustained buzz, and to do that you have to look at building relationships with your media contacts. If you make meaningful connections with the media, you may find that they are more receptive to your pitching down the line. Build relationships with the media like you build relationships with your customers. You may even find they take interest in what’s happening with your brand and reach out to you.

  1. Get to know the media

Using a blanket approach where you pitch every media contact you can think of is not a great idea. Build a list thoughtfully and get to know who your media and influencers are. What do they write about? What stories seem to grab them the most? Most importantly, what is the connection between your pitch and them? You will have a higher success rate if you approach your outreach in this way because you will make a connection with your contacts.

  1. Match your pitching schedule to the media’s schedule

If you try to pitch your contact and they are on air, in an editorial meeting, or producing a show, they likely won’t respond to you. Your pitch also might then get lost in the shuffle. Try to learn your contacts’ schedules. Maybe they have a 9 AM production meeting, or their monthly editorial planning meeting happens the second week of the month. You can adjust the way you pitch based on what you have learned. In many cases learning this type of information will take time and you will pick up on patterns based on when your contacts respond to you.

  1. Keep your promises

If you say you are going to provide your contact with information by a certain deadline, then do it. Also, if you promise an exclusive to one publication, don’t do the same to another. It breaks down trust and they will likely just delete your email next time you try to pitch them.

  1. Use social media to your advantage

If you are having trouble getting through to the media, try to generate buzz using your own tools. Keep up with your social media efforts as a way to attract media attention while connecting with your target audience directly. Many of your media contacts often find their story angles from scanning social media for interesting topics.

Candace Huntly is Founder and Partner 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.

Connect with Candace

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Setting New Year’s Marketing Goals You Can Actually Accomplish

A new year means a fresh a start, right? When it comes to your business, December is a perfect time to strategize for the year ahead, especially for your marketing strategy. The problem is, it’s really hard to set marketing goals that make sense for your business while driving it forward to help you grow throughout the year.

Before you can strategize for the year ahead, it’s always best to look back to see what you have accomplished in the past year. Using simple metrics, you can track your progress. Reflect on what worked, what didn’t work, and what your best marketing moments were for the year. That will shape how you move forward in this process. You should always focus on whether your marketing strategy in the past year helped you reach your business objectives for the year. If it didn’t, then setting your goals for 2018 will be especially important.

To help you follow through, your marketing goals for 2018 should:

  • Reflect on your overall business objectives – you are building your business through marketing.
  • Be measurable – you won’t know if you have achieved your goal if you can’t measure it.

Here are a few goals to consider as you are preparing your 2018 marketing strategy.

Cut the fluff from your strategy

Build a solid strategic foundation by figuring out what’s working and what’s not. If something isn’t working, set it aside. You can always revisit a strategy later if the timing is better. By eliminating tactics that don’t work you’re freeing up resources (time and money) to invest in other tactics. Cutting things from your marketing strategy might be the easiest thing to accomplish because you are saving time and money rather than spending it!

Identify the time and budget resources you can allocate to other marketing projects throughout the year.

Engage daily on social media

Social media isn’t something you say you are going to do and then log in once per week. It takes commitment, but you should be engaging with your followers and potential follower on a daily basis. This is how you will build relationships with customers and potential customers online. If you can’t commit the time to social media (at least 15 minutes per day), consider hiring a third party to build your social media strategy. Your success depends largely on your ability to create dialogue among your community, and social media is a great way to connect with large numbers of people at once.

Make sure you track your increasing engagement through specific and measurable metrics such as brand mentions, retweets/shares, Likes, Review ratings, etc.

Drive traffic to your website

Your website should be an information hub for your brand, and if you are selling products on your website, then traffic is even more important. Customers should be able to navigate across your online channels easily, and all roads should lead back to your website. Post new content regularly to your social channels (ie. Blogs, product reviews) that links back to your website. If you are running a sale, change the link in your Instagram profile and drive people to that link in your promo posts.

Track metrics such as website traffic numbers and your click through rate.

Try something you haven’t tried before

It’s easy to get stuck in a marketing rut. Maybe you’re afraid of change, or perhaps you were just burnt out, but success usually lives outside of your comfort zone. Sometimes that means learning about something new or really getting to know what your audience likes. You will start to see business growth when you push your own personal boundaries as a business owner. This will also help to create new touchpoints for your customers to experience your brand. For example, if you have focused a lot of your energy on social media and digital marketing tactics, try something experiential to hit a targeted geographical group.

Make sure you choose metrics to measure the success of your new tactic. If it is successful, continue doing it, if not, there is no point in wasting the resources.

Your marketing goals for 2018 should make you feel a little uncomfortable, but they should also excite you. It is a good combination when you are building your strategy. Your audience will appreciate you taking the time to see your relationship with them through a fresh perspective and it gives you the opportunity to stay on your toes in business.

Candace Huntly is Founder and Partner 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.

Connect with Candace

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How can entrepreneurs break through the media barrier?

There are 400 million entrepreneurs in the world. That’s a lot of people competing for attention, especially from the media. Whether you’re in the beginning launch stages of your small business, or you have been operating for some time and you’re looking for a brand awareness boost, getting media coverage in the right places can build some serious buzz around your brand. But how do you get the media to notice you among the sea of entrepreneurs?

The answer is simple: Give them something to be interested in.

The three areas to focus on to make sure you stand out among the thousands of media pitches from entrepreneurs are story, strategy, and execution.

1: Story

You need to be about so much more than just your business and what you have to offer. Look beyond the features of your business to see all of the benefits. Once you have identified the benefits, create a human-interest story that relates. Then you can have fun with showcasing the story.

A few ways to showcase your story are:

  • Social Media: Easily the most accessible means to tell your story to a wide-reaching audience, social media is something you generally have control over when it comes to the messaging. Create a content campaign and engage your audience on each platform.
  • Public Stunt: While public stunts often require a higher budget and a creative mind to plan something unique, they are meant to be memorable and shareable. Remember, anything that happens in real time can be shared on social media.
  • VIP Event: A great VIP event can double as a connector with your consumer audience as well as a targeted list of media. When planning your event, make sure the objectives are in line with the story you want to tell. For example, a circus theme might not necessarily create the best atmosphere for a sombre story.

2: Strategy

After your story has been developed, you need to figure out how to get in front of the media and to make yourself heard. Remember that depending on your media contact, they get hundreds of pitches daily. So, before you send that email, make sure you are ready to fight for your story.

Here are three things to consider:

  • Targeting: Build a smart media list. Your story won’t appeal to every outlet/reporter. Figure out what the best media targets are for you and focus on those. This will be the most important thing you can do to work towards media coverage success.
  • Timing: It’s always best to start early. You will have to work around their editorial requirements. For some print magazines, that means 6 months in advance! Do your research on individual outlet requirements.
  • Availability: Don’t pitch the media if you won’t be available for an interview. If you are planning a vacation in a couple of days, wait until you get back. You might be quite upset if your favourite morning show called to have you on air, but you weren’t available!

3: Execution

A great strategy can fall flat if you don’t follow through on it 100%. It might take some time. Keep in mind that the media hasn’t ever heard of you or your business before, so they will need to do some research before getting back to you. That means learning patience and knowing when to pressure and when to back off.

These three things will help you carry through on your strategic media objectives:

  • The Pitch: It’s important to get your pitch right the first time. Keep it short and to the point, focusing only on important details. And always find a way to tie your story into your contact’s work – that means reading articles they have done previously! If building a targeted list is the most important thing you can do, then this is the second-most important thing you can do. The media wants to know that you are paying attention to what they have to say.
  • Following up: Don’t be too aggressive with your follow ups, and unless you have a great relationship with your media contact (or you know they prefer otherwise), stick to email. After the initial pitch wait a couple of days before following up, then about a week if you still haven’t heard.
  • Moving on: While some media will respond to you either way, you may not hear back at all. It can be understandably frustrating, but there are a number of unknown factors you’re up against. You could have just pitched on a really busy day. It’s time to move on. You can regroup and try again with another story angle at a later date.

 

Candace Huntly is Founder and Partner 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.

Connect with Candace

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Giving Up Control During PR

Learn to Give Up Control When Working With the Media

Whether you are looking to be included in gift guides or you are looking for media features and a thought leadership strategy, the way you work with your media and influencer contacts won’t change. The reality is that you are going to have to give up a little bit of control if you want your media and influencer relations strategy to be successful.

You can’t control all variables when it comes to marketing your business – will your post go viral? Will anyone see it at all? Will the media say yes? Once you involve a third party such as your customers or the media, they ultimately have control over how they feel about your brand and your products. That being said, there are a few things to consider when it comes to giving up the reins for your media and influencer relations strategy.

You are working on their time, not yours.

The hardest part about media and influencer relations is waiting to see if anyone will even be interested in telling your story. Once you send off your email pitch your contact needs to sift through hundreds of emails to find stories they might be interested in, then they need to do a bit of research, then often they need to run things by their editors. Give them time to do what they do best.

If you haven’t heard back in a couple of days, follow up with a quick and short email. Keep in mind that sometimes your contacts will be too busy to tell you if they decided to scrap your pitch. There comes a point where you should just move on.

They’re thinking about their own brand voice, not yours.

While you are concerned with how your brand will appear, your media and influencer contacts also have their own brands to consider. This is especially true about influencers who most often build their fan base based on a personal brand. Let them talk about your brand in their own way.

The more they can put their stamp on it, the more excited they will be.

Think about how excited you get to talk about your brand. The more leeway you give to tell your story, the better. They will actually enjoy writing about your brand. If someone enjoys talking about you, they will talk about you more. Not only that, if you have ten people cover your story in the exact same way, it could get pretty boring.

Mistakes happen. Don’t freak out.

We’re all human, and we all make mistakes. Rather than panic about it, assess whether it is actually detrimental to your brand. If it is, then politely ask that it be fixed. Don’t accuse and demand. Things that are important to change are facts that affect the story. For example, if your spokesperson’s name is misspelled, or the brand or product name has an error. If you don’t feel like your brand was represented the way you wanted it to be, sometimes you have to suck it up and move on.

Working with media and influencers means working with people – building relationships. These relationships can teach you a lot about your own brand and how your customers might perceive you. So, while you might not always have complete control once you ask someone to tell your story for you, you have an incredible learning opportunity as a business owner and a brand.

Candace Huntly is Founder and Partner 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.

Connect with Candace

Facebook/Twitter/LinkedIn/email/Website

What happens to your marketing in the summer?

For most, summer is a time where you cut out of work early, take Fridays off, and just generally slow down. For business owners, summer is a time to find the perfect work-life balance so you can still hustle your way to success while getting a taste of what everyone else is enjoying about summer. The reality is you can’t really take a break from your marketing and PR strategy because it will undo all of the great things you have already started.

Enjoy your summer by finding new ways to reach your target audience. Here are five ways for you to boost your summer marketing strategy.

Audit your PR strategy

Sometimes you have to look back to move forward. It is almost half way through the year and you’ve had six months of outreach to media and influencers. Figuring out what worked and what didn’t will allow you to create an even better strategy for the second half of 2017. Check out my Summer PR Cheat Sheet to figure out how you can prepare yourself for an amped up strategy.

Make it personal

Your existing customers have already shown brand support, why not focus on making those relationships stronger. Summer is a great time to start a loyalty program and drive traffic to your business in an otherwise slow time (unless you sell ice cream!). If you show your appreciation for each of your customers, they will more likely recommend you to their friends.

Keep it exciting and relevant

The content you post during the summer should be on-topic. Capitalize on weather patterns and local holidays to connect with your audience. And don’t forget that everyone loves a great sale. It’s a good way to draw people in, but it can also be an efficient way to get rid of older stock to make way for new stock coming in. Have fun with it and, for example, set up a discount that goes up as the temperature goes up. It gets people to interact with your brand in fun ways while encouraging purchases.

Take the show to the customer

When the weather is nice, people go outside. It makes sense to meet your customers where they are. Find creative ways to set up experiential events for your target audience so they can interact with your brand. It’s also a great way to get out into your neighbourhood and introduce yourself. The biggest challenge is keeping it on-brand. It has to make sense with what you offer as a brand.

Think ahead

You should always be two steps ahead with your marketing strategy. Media and influencers often work on a 6 week turnaround (or more!). For gift guides, you should already be thinking about pitching media in August/September! That means preparing for what’s to come and creating great content for all of your marketing channels so you aren’t scrambling when the time comes to execute.

Candace Huntly is Founder and Partner 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.

Connect with Candace

Facebook/Twitter/LinkedIn/email/Website

Do’s and Don’t’s of Successful Event Promotion on Social Media

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Gettings bums in seats at your next event can be a challenge and social media is a sure way to help get your message out there. Here are some important Dos and Donts when promoting your event on social media.

DO create a website for your event with pertinent information and registration instructions. While sites like Eventbrite are fantastic tools for creating online event registration portals, you should still have a dedicated website where all of your event details will be accessible for interested attendees.

DONT create a Facebook Event instead of a website. Rather, create a Facebook event that links to your website for more information.

DO write a press release and share it as a blog post. This should contain all of the relevant information about your event including a history of the event and details on the desired outcomes for attendees.

DONT expect people to look for information on your website. Use social media to share the press release and website link often.

DO use your social media sites to promote details about sponsors, vendors, presenters and more. In your posts, be sure to tag others and encourage them to like and share it to their own audience.

DONT ignore the importance of using paid advertising in addition to regular social media posting to draw attention to your event and your website. Make use of the power of custom audiences in Facebook Ads to target the right demographic for your event.

DO make use of your email list to send regular reminders about your event to both your regular mailing list as well as those who have registered. Keeping your event top-of-mind is a sure way to fill those seats.

DONT rely solely on social media. While you can implement many of the strategies listed in this blog, don’t neglect traditional forms of media or promotion. It’s important to create a press release and to list your event in as many online or print event listings as possible.

To learn more about how to maximise the effectiveness of your Facebook marketing efforts, schedule a complimentary consultation with Teach Me Social. Teach Me Social owner Kelly Farrell has been helping empower Canadian Small Businesses through social media since 2012. Teach Me Social offers effective social media services which include training sessions and consulting as well as full-service social media account management.

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

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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:

  1. What do you do? Be able to identify in detail what product or service you are selling.
  2. Who would be interested in what you have to offer? When you can answer this question, you will have identified your target audience.
  3. 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.
  4. 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.
  5. 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.

Connect with Candace

Facebook/Twitter/LinkedIn/email/Website

Vendor Events and Event Discounts!

Last year has been quite a ride for us here at Canadian Small Business Women. With one year under our belt, we have made some important connections in the business world to help us host valuable events for our business community. We invite you to be a guest, exhibitor or a partner at some of our upcoming events. I hope to meet you all very soon.

IMMIGRANT WOMEN’S SMALL BUSINESS EXPO

This year, we are hosting two large feature events that are FREE of cost to our guests. We will be hosting our Immigrant Women’s Small Business Expo in Ottawa and in Toronto. Our Ottawa event will be held at the elegant Canadian Museum of Nature on October 4th, 2014 from 9am -5pm. This event will feature businesses from around the Ottawa area that offer services or business opportunities for our guests. We are expecting over 1000 guests to attend this one of a kind event. We will be inviting members of the Canadian Government, speakers from across Ontario and prominent members of the Ottawa Immigrant Community. We are currently seeking Exhibitors from business sectors such as education, legal, consulting, Immigrant Services, Real Estate, and more. Please view our event WEBSITE for further details. To redeem your FREE ticket to our event, click on the following LINK.

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Our Toronto Edition of the Immigrant Women’s Small Business Expo will be held at the iconic Toronto Metro Hall on November 9th, 2014. This event will be the premiere Immigrant Small Business event of the GTA. Our guest list will be similar to that of our Ottawa event. To redeem your FREE tickets for this event, click the following LINK.

 

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We are also seeking volunteers for both events. Our volunteer hours are split in two shifts: 6am – 12pm and 12pm to 6pm. We require volunteers in the areas of check-in, set-up, greeting, workshop organization and tear down. If interested, please email us at info@canadiansmallbusinesswomen.ca or canadiansmallbusinesswomen@gmail.com and provide us with your name, age, event of interest, volunteer experience, contact information (including phone number) and hours of availability.

We are also seeking VOLUNTEERS for both our events. We are seeking 50 volunteers for each of our Expos. We welcome students, community groups and corporate groups as well. Volunteer areas available are: Exhibitor Check-In, Guest Entrance, Guest Check-In, Media Check-In/Escort, Direction Assistant, Workshop Assistant, Dignitary Check-In/Escort, and Event Check-Out. Please view our Website for our Volunteer application.

 

 

SMALL BUSINESS SEMINAR – AUGUST 2014

Join us for our 3rd Small Business Seminar on August 9th , 2014 from 9am – 4pm at Sheraton Parkway North Toronto(Hwy 404 and 407). We are very excited to be hosting our Seminar on the Northeast end of the GTA. This gives us a chance to expand our network and showcase what our business has to offer. We are currently seeking 30 vendors/exhibitors for this show as well as a few workshop hosts. You can fill out our Vendor Agreement Form by clicking HERE. Early bird tickets are now available for only $10 (a 66% discount) by clicking HERE.

 

PERKS: As an exhibitor, you will receive a 6ft table with table cloth, access to our workshops (please do not leave your table unattended), lunch, and 5 complimentary tickets! There will be great opportunities to not only sell your product, but to also network with fellow entrepreneurs.   There is no limit to the great connections that will be made at this event.

 

THE ART OF LEADERSHIP FOR WOMEN

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The Art of Production will be back in Toronto this May with The Art of Leadership for Women. This event will feature Martha Stewart, Canadian Olympic Gold Medalist Hayley Wickenheiser, New York Times bestselling author Erica Ariel Fox, BBC World News Lead Anchor Katty Kay, New York Times Best Selling Author Liane Davey, and Award Winning Broadcast Journalist from CBC Wendy Mesley. I had the pleasure of attending The Art of Small Business last year during Small Business Week and it was definitely worth it. It is a great opportunity to connect with business leaders from companies that are held in high esteem internationally. Canadian Small Business Women is delighted to offer up to $100 off your admission ticket to this May 29th event being held at The Metro Toronto Convention Centre.  Use the promo code SMALLBIZWOMEN32 when you click HERE to register. See you there!

 

 

BECOME A PR PROFESSIONAL WORKSHOP

SATURDAY, JUNE 14 2014

Can’t afford a P.R. Agency or Publicist?Now you don’t have to….Veteran Broadcaster and Producer Teresa Kruze (CTV, City-TV, 680News, TSN, Chatelaine Magazine and Metro News) has worked in the media for over twenty-five years appearing on television, radio, and writing for magazines and newspapers. As a reporter, she has worked beside some of the best Assignment Editors in the business and observed on a daily basis what stories made it to air and what press releases ended up in the garbage bin or deleted file. Now she is going to share her knowledge to help small and medium business owners professionally promote their company or events in this informative workshop, you will learn the following:

  • Who are the key players in a news-room
  • How to write a proper press release that will get you and your company noticed
  • How to find your Media Hook
  • The right time to send a press release and the worst time to call a newsroom
  • Insider Tricks and Secrets to get past the Gatekeepers

This event is being held at The Latvian Canadian Cultural Centre from 9am – 1pm. There are only 20 seats available. This workshop is being offered for a special price of $350 to all of our affiliated entrepreneurs. This workshop is normally priced at $797, which is a saving of over 50%. Get your tickets by clicking HERE.

Snacks will be provided.

 

 

5 Ways to Lead and Succeed as A Fempreneur on Your Terms with Less Effort and More Profit

May 21, 2014. Microsoft Store, Yorkdale Mall

 

Our guest speaker is the one and only Janette Burke from I’m Every Woman TV.  Before Janette Burke, Your Marketing Magnet, FEMPRENEUR Marketing/Mindset Mentor, Speaker, Author and Host/Creator of I’m Every Woman! TV became an advocate of Women Rights & Issues and champion to Women in Business she spent 17 years behind the camera as the Founding Publicist of Prime Time PR and Former Editor of PRtalk – Canada’s only online PR magazine.

Today Janette’s mission is to awaken WOMEN’S DIVINE FEMININE POWER and provide them with the muster, support and tools they need to ignite their passions, stay on track and create a business & life they love – which she delivers through her I’m Every Woman! TV Show, Magnetic Women in Business Blog, Marketing/Mindset Mentoring, Dynamic Speeches and Columns.

Thinking of taking the entrepreneurial plunge or already there?

In this talk you will …

  • Break through the # 1 barrier to Women’s Success
  • Make the ONE simple change to be more productive in business that leads to more profit
  • Get the ONE essential element every FEMPRENEUR needs in her business to gain momentum and achieve success day after day, month after month and year after year
  • Duplicate my Marketing Recipe comprised of my ‘guaranteed-to-attract more clients & make more money’ on and offline strategies – which will have you clearing defining and conveying your compelling marketing message – so your ideal client sings your praises
  • Understand the differences between the Male and Female Success Models and go forward creating a Divinely Feminine business and life you love
  • And become an impressive role model for future generations of Women to follow as a result

Early bird tickets are now available for only $10 (a 50% discount) by clicking HERE. No tickets will be sold at the door for this event. Event seating is limited.

 

Social Media Marketing: Beyond the Essentials

June 25, 2014. Microsoft Store, Square One

 

Our guest speaker for this heavily sought after topic is Kelly Farrell from Teach Me Social.  Kelly Farrell has been a teacher for more than 10 years and has experience teaching children and adults of all ages. Her experience with Social Media dates back to the days when call waiting first appeared! She has always been a bit of a techy and early adopter of new and exciting technologies and networks.

Social Media can help you expand your business reach, draw traffic back to your website and grow your brand online. It goes beyond having a Facebook page. Using Social Media effectively as part of your marketing strategy includes expanding your reach to all of the most popular sites, including Twitter, Pinterest, LinkedIn, Instagram and Google+, thus reaching a far wider audience of potential customers. Through this workshop, Teach Me Social can show you how to manage your time to gain the most benefit from having a presence across all Social Media platforms.

Early bird tickets are now available for only $10 (a 50% discount) by clicking HERE. No tickets will be sold at the door for this event. Event seating is limited.

 

Woman on Fire Gala

Sunday, April 27, 2014

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Canadian Small Business Women is proud to be a media sponsors of the upcoming Woman on Fire Gala being hosted by Allison Harvey, of The Networking Diva Group.   WOMAN ON FIRE will be an epic evening of inspirations; passionate connections, laughter, tears, entertainment and so much more we invite you to become a sponsor or a guest.

Speakers:

The “Woman on Fire” is creating a blazing path, creating success for not only herself, but for those behind her. She boldly shares her journey on this road with others so they too can appreciate her challenges, witnessing her tears, but most of all…the smiles of accomplishment. While on the road full of pot holes and blind spots, the “Woman on Fire” seeks mentorship and support through the hills and valleys of business. She is not afraid to fail because she knows that in her failure lie her lessons for success that will bring her from the darkness and into the light. “Women on Fire” are known for listening to that small voice in the depths of their inner being, choosing to believe in themselves when no one else does.

For further information, please click HERE.

 

Our event blog post is contributed by Dwania Peele, Executive Director and Owner of Canadian Small Business Women. Please connect with her @DwaniaPeele , or at @CanadianSmallBusinessWomen on Facebook or @CdnSmallBizWmn on Twiter.

Praveeni Perera – Canadian Small Business Woman of the Month of February 2014

Praveeni

Praveeni Perera is a dynamic young entrepreneur. She is the CEO and co-founder of Professional Edge Consulting a corporate training company based in Ottawa offering training and consulting services to clients around the world. PEC provides training and consultancy services in three main focus areas : cultural intelligence, international protocol, and business etiquette.

Prior to launching her own venture in June 2011, Praveeni worked in the non-profit sector. She took on the role of  Project Director for a NGO heading international development projects in Africa and Asia.

Whilst pursuing her undergraduate degree in Biology, her work in the non-profit sector instilled in her an interest in cultural intelligence and intercultural relations.  Having always harbored an affinity for the business world Praveeni decided to further her education completing a MBA in International Business, which allowed her to combine her interest in cultural intelligence with her love for the corporate world. Praveeni is also a certified International Protocol and Corporate Etiquette Consultant.

In addition to her career Ms. Perera plays an active role in her community having clocked many hours as a volunteer at both the Ottawa Hospital and the Children’s Hospital of Eastern Ontario. Praveeni currently sits on the Board of Directors for Immigrant Women Services Ottawa, a non-profit organization that provides immigrant and visible minority women and their families in Ottawa with the tools and support to achieve their full potential as members of Canadian society and participates in the elimination of all forms of abuse against women and children.

In her spare time Praveeni enjoys the arts; having played in a stage band in high school she has a great appreciation for music.  She enjoys writing and is a contributing writer for The Professional Edge business blog and  Restaurants and Hotels Magazine. Her articles have been featured online by MBAJobs.ca

Praveeni believes that a work –life balance is essential for success. She credits her achievements both personal and professional, to effective time management skills along with her driven and motivated personality.

OUR Q & A WITH PRAVEENI

*What inspires you?

Hearing about the successes of other entrepreneurs and business leaders inspires me. I think there’s a great deal to be learnt from the successes and failures of  leaders such as Jack Welch at GE, Richard Branson at Virgin, and even Canada’s own Arlene Dickinson.  Learning about the different styles of leadership they employed to tackle each situation is a great motivator for me.

*As a small business owner, what achievements make you most proud?

I’m most proud of launching and running our international workshops in South Asia. I had no idea what the South Asian market would be like going in and I took a risk that paid off. Although there were roadblocks  along the way I was able to successfully launch Professional Edge Consulting’s PR campaign, meet with HR leaders and host a myriad of successful workshops. This was a great challenge for me and a fantastic learning experience.
*What advice would you give to other aspiring small business owners?

The advice I would give other aspiring small business owners is to know themselves and their brand. In order to be able to market something successfully you have to know your brand inside out. You need to be aware of what services you are selling, who you’re selling to and be able to adapt your strategy to suit your market and audience.

Networking is also essential to growing your business. I would encourage aspiring entrepreneurs to be confident, get out there and build the connections they need to be successful in their field. There’s no substitute for hard work.
*What new things can we look forward to from your business in the upcoming year?

There will be a greater focus on cultural intelligence in our workshop offerings this year. For example we will be highlighting programs such as Let’s Talk It Out our conflict resolution workshop, and Lost In Translation, which focuses on communication. I am also in the process of authoring my first book on networking. You can also look forward to my monthly blog posts at The Professional Edge.

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