Bob Geller says, “It’s harder than ever before to grab media attention for PR-driven news. Even if you do earn coverage, you can expect to see diminished impact from that press hit. More PR people are chasing fewer journalists. Unless your company or product already has star power, it’s increasingly difficult to be heard above the roar.These changes have been been coming for a while now, and PR professionals have tried to evolve. Many of us invested in social media — only to hit a pay wall as platforms changed their algorithms. Ironically, organic reach now comes at... [...]

Derek Newton says, “As consumers, we are overwhelmed with choice when it comes to satisfying our shopping needs. Giant retailers like Amazon and eBay carry almost everything we could want; delivered right to your front door.The popularity of online shopping only continues to grow as brick and mortar retailers take their businesses online. The challenge for these growing small businesses? Figuring out how to boost business and increase web traffic without burning through your entire budget.Gone are the days when an SEO strategy alone would drive traffic to your website. In today’s digital... [...]

Murray Newlands says, “Mobile Marketing is not merely an “in” thing, nor is it the future. Mobile marketing is dominating the marketing world right now. Since the day the iPhone entered the phone market in 2007, smart devices have exploded into an everyday necessity. It is almost an indispensable part of who are and how we communicate with the world today. For many of us, we are so glued to the devices that we never leave home without it. Have you ever felt your heart skip a beat when you thought you lost your phone? Yeah, we thought so.As devices become more and more prevalent today,... [...]

Tom Brant says, “Facebook’s user data is the company’s lifeblood, sustaining the advertising platform of the world’s largest social network. But it’s not just advertisers who want that data: spies and law enforcement agencies would also like to get their hands on it. Facebook on Monday made it a bit harder for them to get it.A new update to the company’s developer rules prohibits the use of Facebook data in surveillance tools, something that Facebook said was already against its policies but not explicit enough. The update explains that developers cannot “use... [...]

Lesya Liu says, “Leveraging the power of content and social media marketing can help elevate your audience and customer base in a dramatic way. But getting started without any previous experience or insight could be challenging.It’s vital that you understand social media marketing fundamentals. From maximizing quality to increasing your online entry points, abiding by these 10 laws will help build a foundation that will serve your customers, your brand and — perhaps most importantly — your bottom line.1. The Law of ListeningSuccess with social media and content marketing... [...]

Brian Sutter says, “Content marketing has a problem: the content itself.Creating good content is expensive and time-consuming. It requires skill and subject expertise. It’s generally a pain in the … budget.And bad content? It might be less expensive. And easier to create. But it’ll get you almost no results. Fortunately, there are several ways around this:– You can outsource your content creation, either to freelancers or influencers.– You can hire an Editor to take your in-house rough drafts and make them better.– You can create far less content, and just promote,... [...]

Anna Johansson says, “The convenience and far reach of the internet has given millions of people the ability to make a living by monetizing just about any skill, talent or opportunity. But, as is the case with any moneymaking venture, a lot of misconceptions surround certain strategies. Think: YouTube.Specifically, you’ll consistently see that platform’s name rise to the top in articles about making money from home. Yet, while you can certainly make money with YouTube, that objective is not usually achieved in the traditional manner everyone wants you to believe.In fact, to... [...]

Lesya Liu says, “Spring is almost here, and now is the time to breathe a new life into your digital channels. What can you do to shed winter hibernation off your online presence?1. Streamline your presence.First things first, let’s get organized. If you don’t already have one, create a master list of passwords and channels your business is present on. Make sure that your company comes off similarly on all platforms. This can be ensured through consistent branding, brand voice, and storytelling. Did you mean to input all information on Facebook profile or change the Instagram bio? Do... [...]

Derek Newton says, “Influencer marketing has been a buzzword in public relations, sales and marketing for some time now. Its durability is a testament to its potential power to drive engagements and sales. But it’s also a testament to how little those in it — the brands and influencers alike — really understand it.From the outside, influencer marketing is pretty simple and perfectly tailored to a communications world dominated by social media and content overload. The idea is that those who need to reach key audiences connect with people who have influence in those segments... [...]

Kristen Gramigna says, “When you have an e-commerce business, successful marketing requires that you create a brand customers come to recognize, identify with and trust, just as they would a physical business they can visit and experience.Here are four marketing tips custom-designed for e-commerce businesses.1. Personalize your marketing messages.You may never meet an e-commerce customer face to face — but you should know what the customer wants, when and why, just as intimately as if you spoke to him or her on a sales floor. More than half of respondents to one online shopper... [...]