By Lorrie Thomas Ross | Sunday, May 11, 2014
Press releases are essential to effective public relations, but they’re not written for the press alone. Press releases are emerging as a critical component of content marketing, social media marketing, earned media, and search marketing strategies.
Modern-day press release writers need to know what to write about, understand formatting, and have a strategic distribution plan.
By Lorrie Thomas Ross | Tuesday, January 14, 2014
Branding is not just for organizations. For individuals, personal branding is about managing the way you want to be perceived. A personal brand is the sum of all experiences that people have when they engage with you. In today’s web-driven world, the personal brand experience goes well beyond live interactions.
Just like products and services need differentiation to help set them apart, people need to think about how to position their experience and expertise so they put their best professional foot forward.
In my Personal Branding Basics course, I cover three main components to managing a personal brand:
By Lorrie Thomas Ross | Wednesday, December 12, 2012
Marketing during the holidays can feel more like a “holidaze” for business owners and marketers. The busyness of the season can make connecting with new and prospective customers seem like a challenge. Since the holiday season is a unique time of year, let’s look at opportunities to make your marketing unique and authentic as well:
#1: Focus on your brand experience through service
Keep in mind, a brand, more than just a name and logo, is an overall customer experience composed of your products, messaging, promotions, pricing, points of distribution, service, and more. Customer service is an important lever through which consumers can form positive associations with your brand and products. Fortunately, a good customer service experience can turn even potentially negative brand or product experiences into positive ones, such as creating positive word of mouth and building a compelling story of authenticity for your brand.
This holiday season is an ideal time of year to make first-rate customer service a priority. Promotions via email, social media messages, and online ads create a lot of noise on the web. Instead of trying to scream above the promotional noise, look at how you can quietly step up service. Give extra attention to the customers you have in your funnel with the best service possible. Service can be as simple as emailing your customers and providing them with relevant tips for this busy season, or asking them if there are ways you can help them.
#2: Focus on building relationships
Your best customers are often your current customers. Have you critically looked at opportunities to build the business with the business you have? Take time to identify your best customers and make sure those customers feel appreciated during the holiday season. If you choose to give gifts, make sure they are meaningful gifts unique to your relationship or your company. If you don’t have a large gift budget, I have seen framed certificates with “Customer of the Year” awarded to customers, and simple team photos emailed with a personal greeting. You can make a big difference by sharing positive news on your website, blog, or newsletter that can remind customers why they chose to work with you in the first place.
#3: Say “thank you”
If you are struggling with marketing messaging, then just focus on a heartfelt thank-you. A thank-you message can be shared as a blog post, delivered as an email, snail mailed as a personally written card, delivered on social media, and posted to your website.
Make your marketing matter this holiday season and approach things uniquely and authentically from the inside out. Bridge the art and science of marketing with a little heart to warm up your marketing!
Interested in more?
• Courses by Lorrie Thomas Ross on lynda.com
• All lynda.com Business Skills courses
Suggested courses to watch next:
• Insights from an Online Marketer• Brand Building Basics• Sales Skills Fundamentals
By Lorrie Thomas Ross | Friday, September 28, 2012
You have a brand—but are you in control of it? Organizations large and small, non-profits, products, and even individuals can harness the power of branding to boost business and connect with customers.
Branding is more than your logo. A brand is a name, term, design, symbol or other feature that identifies your brand as distinct in the marketplace. It’s about marketplace perception—how clients and customers perceive the personality of your organization—so it’s key to plan and manage this perception. For example, the design, logo, tagline, and messaging of your organization have to be consistent across all media channels to boost credibility and familiarity with your customer.
I just released a third lynda.com course, Brand Building Basics, that covers these topics and more. There are several free exercise files that you can use (great for web designers, marketing managers, business owners, students), plus, you can connect with me on Twitter or leave me questions in the comments area below.
Interested in more?• All business courses on lynda.com• All courses by Lorrie Thomas Ross
Suggested courses to watch next:• Social Media Marketing with Facebook and Twitter• Google+ for Business• LinkedIn Essential Training•SEO Fundamentals
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