This Is the Time to Show the Human Side of Your Brand

This Is the Time to Show the Human Side of Your Brand

Advertising, Branding, Leadership, Marketing, Social Media
In these uncertain times, countless brands are adjusting their advertising and marketing messages. What about you? This is not the time to think you can just set it and forget it when it comes to communicating with your customers and constituents, especially on social media. This is not the time for your canned sales pitches. This is the time to reach out to your audience and ask how you can help them. During this pandemic, your business may still be in operation, but your focus should not just be on your bottom line, it should be on doing what you can for the greater good. This is the time to show the human side of your brand. This is the time to speak honestly about how the health crisis is…
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Staying in Touch With Your Audience During the Coronavirus Crisis

Staying in Touch With Your Audience During the Coronavirus Crisis

Advertising, Branding, Business, Leadership, Marketing, Social Media
Al Roker is delivering his morning weather forecasts for NBC’s TODAY show from his kitchen. Late-night talk show hosts like Jimmy Fallon and Jimmy Kimmel are presenting new DIY incarnations of their shows from home, too. Popular musicians and celebrities of all kinds are live-streaming on Instagram, Facebook and almost everywhere else on social media, performing hit songs and connecting with fans. They are doing whatever it takes to keep the show going on, making a huge positive impression on viewers and listeners during these difficult days. Brands and businesses can be doing the same thing, too. In fact, some of your most meaningful communications could be taking place during these tough times. Your customers and prospects will appreciate hearing from you. But they don’t want marketing and sales pitches,…
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How Close Are You to Your Customers and Prospects

How Close Are You to Your Customers and Prospects

Customer Service, Mark Schaefer, Marketing, Social Media
In business, we want to think of our customers and prospects as relationships, not transactions. We want them to like and respect us, to think so highly of our businesses, brands, products and services, that they’re loyal to us forever. We want them to feel close to us, to know that we’ve got their backs, that we’re listening to them, that we care about them, that we want them to be happy with everything they get from us. I recently read a blog post written by Mark Schaefer in which he talked about something called parasocial relationships. That’s what I’m talking about in this post and the accompanying video. As Mark explains in his post – which you can read here – a phenomenon that started out in the ‘50s,…
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Put a Face on Your Brand as a Marketer

Put a Face on Your Brand as a Marketer

Mark Schaefer, Marketing, Seth Godin, Social Media
I’ve been around long enough to have worked as a marketing professional both before and after the emergence of the Internet. I’ve seen what was once called plain, old marketing transform into an array of digital marketing, social media and online capabilities we couldn’t have imagined back in the day. Now we have artificial intelligence, chatbots, smartphone apps, ephemeral content, SEO, ABM, AR, VR, YouTube, podcasts, geo-fencing, blockchain, TikTok, voice search, programmatic advertising, omnichannel marketing and social commerce. Having at our disposal practically all the tools, tactics and technologies we could ask for, it’s a ridiculously awesome time to be a marketer. Unfortunately, it’s also an incredibly difficult time to be in this business, as those on the receiving end of our messages are sick and tired of our ads.…
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Humanize Your Brand

Humanize Your Brand

Advertising, Branding, Marketing, Seth Godin, Social Media
Real success in business is achieved when you use real people in marketing and sales, real people in real time being really honest with their audience. When I saw Mark Schaefer speak earlier this year, he emphasized the importance of being human as marketers. I saw Seth Godin a few months later, and he pointed out that human marketing takes time. They're both right, of course. Consumers are tired of being bombarded by the constant cacophony of cries for their attention from brands. There must be a better way to win friends and influence people in business. That’s why I’m such a huge proponent of social media. Social media levels the playing field, making it possible for companies to engage with consumers - and vice versa - as human beings.…
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People Don’t Like Advertising and Marketing

People Don’t Like Advertising and Marketing

Advertising, Marketing, Social Media
I hate to break it to you, but people don’t want to be interrupted by advertising and marketing. That’s the last thing I want to hear, too, as I’ve earned my livelihood in this business for years. But we can’t bury our heads in the sand. We can’t look the other way. We can’t say we weren’t warned. Not after reading a recent article in The New York Times (“The Advertising Industry Has a Problem: People Hate Ads") that painted a very pessimistic picture of what my colleagues and I do for a living. Consumers are turning off and tuning out, going so far as to pay extra to receive news, information and entertainment without being bothered by brands’ incessant cries for attention and engagement. This is what I’ve been…
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Selfies on Social Media

Selfies on Social Media

Branding, Marketing, Selfies, Social Media
Selfies can be some of your most popular content on social media. People like to see pictures of other people, especially those with smiles on their faces. Do you remember that famous selfie that Ellen DeGeneres took at the Oscars in 2014 with Bradley Cooper, Jennifer Lawrence and a group of other celebrities? On Twitter, that selfie garnered over 3,000,000 retweets and more than 2,000,000 likes. Former Boston Red Sox slugger, David (“Big Papi”) Ortiz, took a great selfie of him and President Barack Obama on the team’s visit to the White House a few years ago. Kim Kardashian, of course, is famous for her selfies. I take a lot of selfies myself, many of them group selfies using my selfie stick at industry-related events like American Marketing Association, Boston's.…
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Advertising is Everywhere

Advertising is Everywhere

Advertising, Branding, Marketing, Public Relations, Social Media
Advertising, marketing, PR and social media …all this is changing at breakneck speed. What strategies and tactics worked for us a few years ago, or as recently as last year, could easily backfire on us today. We can’t afford to have whatever messages we’re sharing with our own respective audiences be anything but relevant, timely, engaging and even amusing. Never mind the glut of content people are trying to sort through and digest, many consumers, customers and clients won’t tolerate anything that even resembles a sales pitch anymore. Stop begging for business and start earning that business. Stop trying to fool those on the receiving end of your messages and start trying to help them. Stop hitting listeners, viewers and readers over the head time and again and start listening…
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