branding

  • 5 Steps to Developing an Outstanding Brand Voice on Social Media

    Your social media posts say a lot about your brand. But are they saying the right thing? Because social media has become such a vital part of digital marketing, many businesses have found themselves creating hasty profiles on three or four social media platforms, and posting what they can when they can – sometimes, simply just to maintain a presence on the channel. While this is a fairly common situation, even among large enterprises with lots of resources, it’s hardly ideal. The problem is that you’re not telling a unified story. You’re not speaking with a defined, recognizable brand voice. And that means that you’re missing out on a major opportunity to connect with your customers. How do you go from having a haphazard social media presence to one that clearly identifies what your brand is all about? The key is developing your brand voice. Follow these five steps to get started. 1. Delve into your company’s culture. Your brand voice is really an expression of your company culture, so a good place to start is to spend some time defining that culture. Is your company youthful and on-trend, like PopSugar? Or is it established and traditional, like Farmers Insurance…

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  • Inside the mind of a rock star content marketer

    As content marketing continues on its meteoric rise as the go-to audience building strategy for top brands, companies and other business organizations, leaders in the field are highly sought after additions to business entities looking to connect with their targets in a meaningful, non-sales-y way. So what is it that great content marketers possess that traditional marketers may lack? Here’s a glimpse into the mind of a content marketer — the differences may astound you. Rock star content marketers are sponges Content marketing is part science and part art. Crafting compelling marketing messages may be something we can learn in a classroom or on the job, but drawing from a number of sources, using varying mediums and curating that information so that it tells one compelling story requires an “eyes-wide-open” personality type. Great content marketers are constantly soaking in information that impacts their story no matter the source. It could be a conversation overheard between moms at a soccer game, or it could even be the logo design they happened to notice on a sign while commuting to the office. The point is, rock star content marketers always work with open minds knowing that everything they absorb as they move…

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  • Brand Reputation Management: How to Clean Up An Online Crisis

    By: Shama I was recently asked by an AllBusiness.com reporter to comment on how a business can deal with a social media crisis. Here is the full article on How to Clean up a Social Media Crisis. I also wanted to share my original responses. Much of this is based on online reputation management services we provide for clients. How important is it for business owners to learn how to manage customer complaints on social media? It is absolutely crucial that small business owners learn when and how to manage customer service issues on social media. As consumers, we are giving new meaning to the phrase “I want it my way.” In an era of instant happy meals and books delivered to your device faster than you can blink, our expectations as consumers have gone up. On the flip side, as business owners we have to meet that demand. Your customer may prefer to call your toll-free number or send you an email or chat with you live on your website or send you a message on Twitter. Yes, the list is long. But, the goal is to provide your customers with choices, because as consumers we will settle for…

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