With all of the fancy tools and sophisticated digital strategies, sometimes we forget how easy it is to make social media mistakes – and not of the typographical variety. From time to time, it is a good practice to go back to first principles, and make sure that what we are doing [More]
In the first part of this post, we consider the importance of growing all channels - not just email. In this post, we look specifically at growing your email list - 11 different ways of doing so: Plug the leaks: Sometimes a list is growing just fine, but the growth is negated by people who [More]
Almost every organization has a list - or several. The list is used for service and event updates, for marketing, sales, and then billing. It is used to recruit, it is used for retention. And because it is so central, it is also the subject of a critical marketing question: [More]
When you reach out to your members, clients, suppliers, regulators, or other stakeholders, how do you do it? In the olden days it was the telex. Then there was the postal service, and later FAX. Today, perhaps email and Social Media. But how does social fit in? Or does it? Aside [More]
In his 2003 Australian best-seller Death Sentence: The Decay of Public Language, author Don Watson rails against lifeless, plastic corporate-speak. He complains that too often, organizations hide behind their words, instead of connecting with their audiences with an authentic voice. While he was writing about traditional communications, his point is [More]
At one time, a marketer needed only consider a few communications channels: Print, TV, Packaging, and the speaking points within a salesperson's sales pitch. Today, all bets are off: Traditional channels still exist, but have been eclipsed by the website, marketing automation emails, LinkedIn, Facebook, YouTube, Twitter, Instagram, TikTok, and [More]
There are many reasons why an investment in Social Media makes sense, but precious little about why it may not. After advising on digital strategy and online engagement for over 27 years, here are 27 reasons why you should give it a skip: When your target audience isn't online. When [More]
Influencers are incredibly powerful, not just because of their reach, but because of their trusted relationships. They can bring your name and your services to a completely new audience. They can provide insights into your market - and the market's view about you - that are uniquely valuable. They can [More]
While many people enjoy Facebook for personal use (connections to family and friends, posting photos, playing games), does it really have a business role for your organization? Whether the answer is yes or no, one thing is certain: Facebook represents a risk vector that must be considered. In no particular [More]
With so much focus on public social media sites (Facebook, LinkedIn, Twitter, etc), many are now questioning how these same social media concepts might be used within the organization, especially in the post-COVID work-from-home world. The fact is that most organizations function exceptionally well precisely because of the real-world internal social networks [More]
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