Category: B2C Marketing

Insights into how to bridge the gap between sales and marketing teams for greater impact.

Aligning your sales and marketing efforts — making sure teams are on the same page, speaking the same language and working toward shared goals — is essential for success. Not only is it important for building trust and improving efficiency, but it impacts the bottom line. It’s estimated that sales-marketing misalignment costs businesses over $1 trillion each year. Yet, as your business grows and your teams get larger, it becomes harder to keep these teams in sync.

Integrated marketing campaigns use a multi-pronged approach to raise brand awareness and connect with your target audience. But marketing campaigns don’t exist in a vacuum. Marketing can drive leads all day, but those leads need to convert to truly move the needle — and that’s where the sales team comes in. In the B2B industry, the average conversion rate is just 3.6 across all industries.² When sales and marketing are misaligned, that percentage may be even lower, and your company is likely missing out on high-value opportunities. But the good news is that the flipside is true, too. When there’s synergy between these two teams, you’re likely to see a powerful impact on your conversions and growth.

In this article, we’ll take a closer look at how you can bridge the gap between sales and marketing. From brainstorming to sharing milestones, here are a few actionable steps that can help your teams work together.

Speak the same language.

One of the biggest hurdles in getting on the same page? Not speaking the same language. While teams may be talking about similar topics, they may use different terminology or language to mean the same thing. For example, “flysheets” and “one-pagers” may both refer to a single- or double-sided flyer. Or, vice versa, they may use the same vocabulary words to mean different things. For example, “conversions” likely refer to different goals for each team — marketing may use this term to refer to web traffic that completes a specific action like submitting a new business form, while sales may use this term to refer to the number of prospects who sign up for your service.

To get teams to speak the same language — and to truly understand each other — it can be helpful for them to spend time meeting regularly. For example, weekly or bi-weekly huddles can be used as a time to check in and connect, and shadowing sales calls or marketing strategy sessions can provide a firsthand view into the language each team uses day to day.

Crack the corporate lingo code.

It can be easy to get swept up in corporate lingo or industry jargon. But buzzwords and acronyms can make it much more difficult to connect with cross-functional teams. Instead of speaking in what is essentially code, when team members speak plainly using accessible language and take the time to explain acronyms to colleagues who may be unfamiliar with them, it goes a long way in improving communication. Explaining any department-specific acronyms or short-hand phrases will help both teams get on the same page.

Define milestones and metrics.

Another important way to build connection between the team is to define milestones, metrics and even shared goals. Clarifying the key performance indicators (KPIs) used to measure success provides insight into how both teams contribute to the overall goals — and how they can support one another. The teams can work together to strategize ways to achieve the defined KPIs and meet project milestones on a monthly, quarterly or annual basis. Not only does this support internal processes, but it has a major impact on your business’ bottom line. Companies typically see a 27% faster profit growth when sales and marketing teams work toward shared goals.³

Share customer insights.

Sales teams speak to prospective customers — so they understand the concerns and most common questions that arise. Their firsthand knowledge means that they know what terminology is being used by current and prospective customers. The marketing team can, in turn, use these valuable insights to align your company’s marketing initiatives with your ideal customers.

Marketing teams can take this information to address your customer’s specific needs — the challenges they’re encountering day to day, the benefits they’re looking for, what’s holding them back from making a purchase or signing up for your service. These factors can be addressed directly in the marketing materials, providing powerful and persuasive sales tools.

Collaborate on Campaigns.

A lot of strategy, effort and money goes into developing integrated, multi-platform marketing campaigns. But marketing is only one half of the battle. If the sales team is disconnected from the campaign goals, the potential for success diminishes. So rather than operating in silos, marketers can collaborate with the sales team to ensure they are not only informed but also connected with the company’s campaigns.

Brainstorm and idea share.

Marketers can bounce ideas off the sales team to get a better understanding of what might connect with customers. This can take many different forms — from structured meetings to freeform ideas sharing sessions — but, ultimately, the goal remains the same: to brainstorm ways to effectively communicate your value, services and products with your ideal audience.  

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Put the partnership into action.

Once your teams are on the same page, speaking the same language and working towards the same goals, it’s time to put things into motion. Here are some tools that marketers and creative teams can craft to help the sales team close more deals.

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Email marketing templates and automations.

Ideal for both cold calls and warm lead nurturing, email marketing templates and automations can be used to connect with prospective customers and keep your company fresh in people’s minds. These are great to send after events, successful sales calls or even to begin a new conversation, freeing up the sales team’s time while still keeping their leads warm.

Sales decks and presentation templates.

Branded presentations are essential for building brand recognition and conveying credibility. Creative teams can design editable templates to serve as the foundation for the sales team, providing flexibility and removing stress.

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One-pagers and fact sheets. 

By providing a snapshot of your business’ offerings and benefits, one-pagers, flyers and sales sheets are helpful tools to keep customers engaged and raise top-of-mind awareness. These materials can be created in digital or print formats depending on the team’s needs.

Embracing alignment ultimately lifts both teams up by cultivating strong communication and cross-functional development. Rather than feeling disconnected or siloed as each team works toward its own goals, bringing both teams together allows them to pool resources, gain new insights and share knowledge with each other. What’s more, the numbers show that companies whose sales and marketing teams work in sync with each other are able to increase their revenue by up to three times.³ This clearly shows the power in partnership. When teams work together to amplify each other’s strengths, great things are possible.

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Sources:

1. How Sales and Marketing Alignment Increased Revenue by 34% (Case Study), Super Office
2. B2B Conversion Rates Explained with Numbers, UpLead
3. Sales and Marketing Alignment: Stats and Trends for 2023, LXA

Email Marketing Strategy Is Not Dead — Contrary to What You Might Have Heard.

Rumor has it that email marketing is not as effective as it once was. There are too many emails, too many businesses vying for space in your inbox, and too few ways to really make emails break through the static. So, is email marketing dead? The short answer? Heck no.

Email marketing strategy is still alive and well. Strike that. It’s alive and thriving! How can you argue with statistics like, 77% of marketers saw an increase in email engagement in 2023¹; or email marketing revenue is estimated to reach just shy of 12.5 billion in 2024²; or 87% of brands say email marketing is critical to their success³?

The answer is: you can’t. So, here’s how your business can benefit from email marketing plus a few more ways your email marketing can be more effective and cut through the clutter.

Top five email marketing benefits for your business.

If you’re in the camp that says email marketing is pointless, you may want to think again. There are many ways email marketing adds value to your business, from increasing customer engagement to generating website traffic.

1. Connect with your audience.

Typically, segmented lists drive more opens and click-throughs because the content—from the subject line to the call-to-action — can be tailored to a specific audience subset. Personalized content is also highly important in 2024, as you may recall from our 2024 market trends article. Content is so important because people are absolutely inundated with information. Hyper-personalizing what you distribute and targeting to a segmented list means you can connect with your audience in a meaningful way.

2. Generate website traffic.

Sure, you can post on social media or use other means to drive traffic. But when it comes to email marketing in 2024, most are reading your communication on their phone. And what’s easier than using your fingertip to click a button or link via your inbox? For an on-the-go audience, email marketing reaches them anywhere — which means they are just one click from your website at any time.

3. Optimize marketing costs.

Traditional print or direct marketing campaigns can often be budget breakers, and digital advertising costs add up quickly when bidding against competitors. With email marketing, you have an engaged audience of potential customers who want to get information from your company. There’s no battling against the masses to get noticed. Plus, email marketing services typically base pricing on email list size, making it much more cost-effective to send multiple campaigns at a fraction of the cost of other mediums (yay frequency!).

4. Seize the moment.

Reaching people at the right time is half the battle. Email marketing platforms offer lots of features so you’re able to explore data, as well as time your emails to reach each segment (by location, open rate and so on) at exactly the right moment, making your business always top-of-mind.

5. Provide value to your customers.

When your business shares worthwhile content like industry news, promotions and deals and educational content, you begin to cultivate a loyal customer base. When they start to expect helpful, thoughtful content that resonates, your audience will be more willing to pay attention to your emails — even the salesy ones that will increase your ROI.

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2024 email marketing trends that will shape your marketing strategy.

The future of email marketing is still bright — although there are trends that are reshaping how individuals engage with email content. There is an email marketing transformation happening that prioritizes dynamic content to create a true experience for the recipient. So, how can you create a mini moment? Here are a few takeaway tips:

• Embedding features like polls and surveys to increase interaction
• Utilizing rich media to make content more visually appealing
• Gamifying content like spin-to-win adds fun elements
• Interactive call-to-actions that change or animate to be more eye-catching
  
  

Making email marketing mobile-friendly should be a priority.

As the data shows, most emails are opened from mobile devices. That means designing and programming for mobile users is key. We’ve all received an email where the margins are wonky and the text overflows or the images takeover the content we’re trying to consume. Getting on board with mobile-friendly email marketing is key to engagement. Consider these tips on your next email campaign:

• Responsive design to fit the screen of various devices
• Touch-friendly features so your audience has the ease of finger-clicking
• Content that is brief but resonates — and clicks through to a longer version

Get in with a team that can deploy solid email marketing strategy FOR your business today

We’ve got the trends down—and the experience to know what to leverage and when. Let the Design At Work team plan the right combination so your business sees the benefits of email marketing. Contact us to get started on your refreshed email marketing strategy.

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Sources:

1. The Ultimate list of Email Marketing Stats for 2023, HubSpot
2. Number of sent and received e-mails per day worldwide from 2017 to 2026, Statista
3. The 2023 State of Email Workflows Report, Litmos

Here’s why Internal Marketing matters. 

Marketing. We know it can build brand awareness, engage customers, boost sales, and grow your business overall. But what about internal marketing? How you interact with employees directly correlates to how they feel about being on your company’s team, if they support your company’s goals and objectives, and if they trust you as their employer. From simply raising morale to improving customer service, internal marketing is essential — and here’s why you should make it a priority.

So, how important is it to keep employees engaged?

According to Gallup, only 20% of employees feel engaged at work¹ — and when engagement ties to job satisfaction and satisfied employees tend to work harder, you must wonder, what is happening with the other 80%. Where are businesses dropping the ball when it comes to employee engagement?

A main culprit: thinking employee buy-in falls on the sole shoulders of HR. And yes, while HR processes are in place to keep consistent communication and ensure satisfaction with benefits, when it comes to a company’s brand (whether external or internal perception), that’s a marketer’s responsibility. Consider monthly newsletters or other forms of communication to stay in touch with your team. Mass texting is also a good way to disseminate information while fostering a team feeling.

Keeping bank employees focused and satisfied with internal marketing

Design At Work created internal marketing materials such as videos, a monthly newsletter template and social media posts to help employees engage with the bank’s brand and see the benefits of working for Central Bank. These efforts were in tangent with the bank’s HR team’s initiatives to highlight what makes Central Bank different and a great place to nurture a career.

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Internal marketing can help you build a stronger company culture.

Building an invested team starts with laying a strong foundation — and we believe that begins with company culture. What business wouldn’t want to increase productivity and provide a healthy work environment to create an invested team? Most see the correlation between a solid company culture and satisfied employees, and in turn, that satisfaction returns higher retention rates and performance. So how do you create a strong company culture?

Promoting your company’s vision, mission, services and values through internal marketing helps build and sustain a well-oiled workforce. While it used to be comprised of updates or alerts about new products or changes within a company, today, marketing to your team means making champions for your business (and fostering goodwill, comradery and happiness is key). Making employees feel a more seen and heard can have a huge impact on overall company culture. Instead of a person in a cubicle or working the floor, internal marketing can help create a strong emotional connection between the employee and their work.

When COVID-19 hit, Nexus Health Systems used internal marketing efforts to simultaneously thank their healthcare heroes while boosting morale to keep company culture strong.

Internal marketing for hospitals and other healthcare facilities

While the Nexus Cares campaign commenced at the height of COVID-19 in 2020, the initiative continues today ensuring employees are taken care of mentally, physically, and emotionally. Now quarterly, employees anticipate some sort of small gift or special event to recognize their effort and to show appreciation.

From specialty BBQ sauces to make summertime more enjoyable to health system-wide Astros games to company swag, Nexus knows how to connect with their team — and the results have been remarkable. From employees sharing photos and tagging #NexusCares on social media to an increase in scholarship nomination form submissions, Nexus has connected with their team on another level which in turn fosters more buy-in, boosts morale, and gives individuals a greater reason to help see their health system mission through.

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Marketing Your Company’s Legacy to your team can nurture greater trust.

Authenticity resonates, both with customers and your employees. From Gallup’s list of behaviors that inspire trust in their leadership research, authenticity emerged as highly important. The survey found, “Employees who trust their leaders are 61% more likely to stay with their company and not look for another job.²”

Virgin CEO Richard Branson said on X (formerly Twitter), “Train people well enough so they can leave, treat them well enough so they don’t want to.” This also boils down to trust, and a big part of trusting an employer has to do with company longevity.

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Regardless of milestone, if your company is recognizing an anniversary or celebrating a special moment in company history, employees should be involved. From small gatherings to more elaborate celebrations, when you get your team involved you foster trust — and with that, your company can go anywhere.

Using internal marketing to celebrate a major company milestone

McCoy Rockford celebrated the power of 10 years recently, recognizing the merger of their Austin and Houston offices. To mark the milestone, they used internal marketing efforts to spread the word not only about the significance of the moment but the week-long events calendar. From a celebration breakfast to company-wide t-shirt day, McCoy Rockford created a memorable and positive experience for their team. Circling back to our first point, they engaged the team with ways for them to get involved in the celebrating and even asked employees to share on social media for clients and vendors to experience as well.

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Internal marketing can fail — here’s why and what you can do about it.

Whether it’s poorly executed, or not very appealing, internal marketing efforts need to be well thought out. You can’t just throw something together and hope it resonates.

At Design At Work, our team knows internal marketing needs to be inspiring and linked with what your employees care about. Once you get them on board, the possibilities are endless. Contact us if you need any help to get started on your next internal marketing campaign.

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Sources:

1. Gallup: State of the Global Workplace
2. Gallup: How to Build Trust in the Workplace

Marketing tips to help your business
be more successful in the new year. 

Five years ago, 88% of consumers¹ said they wanted to connect with, follow and make purchases from brands that push the boundaries and go beyond what is expected in traditional marketing. 

Fast forward to 2024, and those findings are truer now than ever. A recent study on customer centricity found 64% of consumers wish brands would respond faster to their changing needs². It’s important for businesses to embrace the idea that their customers are multi-dimensional with changing viewpoints (including how they see themselves) and evolving needs.

Marketing trends in 2024 will not only be about pushing traditional marketing boundaries, but also helping brands communicate with customers in a meaningful way that resonates with their needs — now and five minutes from now. Below we outline some of the latest marketing tactics your business should employ in the new year and beyond. 

There’s nothing artificial about the benefits of generative AI-based marketing. 

While artificial intelligence or AI for marketing is a relatively new approach to content creation, the writing is on the wall. Generative AI tools — like ChatGPT, Bard and DALL·E — are used to create new content, images, code, videos, you name it. And they’re changing the marketing landscape.  

Although you can easily use AI for fun (Who doesn’t want an image of Taylor Swift on the moon or an entirely unique song created about them?), it can also generate all sorts of practical content. From helping brainstorm new products, optimizing business practices and analyzing data — to compiling customer research, breaking down nuanced data, creating personalized content and outputting graphics, when used right, generative AI delivers. 

AI: disruptive in a good or bad way? 

It can be hard to get on board with a new marketing trend, let alone disruptive technology like AI. But like most marketing trends that become standard practice, it’s important to understand how something that is pushing boundaries can turn into a benefit for your business. Disruptive marketing works when executed right.

AI or not, it’s important for your business to consider questions like: Does your marketing tell a story that resonates? How can you pique your customers’ interests? How can you be innovative and make people think differently? In addition, you must ensure your marketing is original. No one wants to digest marketing that feels duplicated. Stay true and authentic to your brand.

“Disruptors don’t have to discover something new; they just have to discover a practical use for new discoveries.”

Use your best voice (search optimization) to reach customers. 

How did we ever search without the hands-free option of voice assistants? Today, over 60% of Americans use voice assistant across different types of devices³. It may be time to assess your website again to determine how it stacks up when it comes to voice search rankings. Making small tweaks can really enhance your online presence when customers are using voice search queries.

When it comes to talking versus typing, there are differences. When talking, we include detail and usually complete thoughts. But when it comes to typing a query, we may only enter a few words or just start our query and select from the autogenerated options.

So how can you optimize your website for voice search? Number one, make sure your site loads quickly — Siri isn’t going to wait to serve up a result. Two, target long-tail keywords conversational phrases and question words (think: how, what, why, when and where). And three, make sure your site is mobile friendly.

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Personalized, interactive content for the win… again. 

We hate to break it to you, but content is still king. And while it can be daunting to plan and develop content that is fresh, consistent and engaging — it’s important. Hyper-personalized content experiences are what consumers demand. Don’t let the name stress you out though, this type of super-targeted content helps you align with your potential customers’ interests, directly impacting how willing they are to engage with your business. 

Influencer marketing and user-generated content. 

To be or not to be… influenced. Authenticity is key with it comes to businesses building their online communities. People want to buy from companies they trust and feel are truly bringing something useful to the table. Leveraging content from the real world does just this. But remember, it is 2024, so you need to step up your content game. Gone are the days of simply posting pictures of happy diners’ plates of food or patients at work in a physical therapy session. You must think outside the box when it comes to sharing content.

Open your ears to social listening. 

Taking a pulse of what is being said about your company, product or brand online is vital. However, just knowing what is out there isn’t enough. Social listening, sometimes referred to as social media listening, should be goal oriented. You can also look for insights when it comes to your customers, gathering information about their habits and preferences. Social listening tools can even scour the internet for certain keywords so you can have a slew of data to review and make sound decisions from.

Social listening versus social monitoring: what should your business be doing? 

It sounds like listening is more like monitoring, but it’s not. Monitoring is simply that. It’s observing what is happening online to gather information; yet, there isn’t necessarily a strategy on what to do with all that data. Social listening on the other hand implies more thought. A company will aggregate data to develop a marketing strategy.

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Set your business up for a successful new year — get on board with the 2024 marketing trends now. 

While marketing changes are often fluid, the trends mentioned above are likely sticking around. The good news is that you don’t have to be a marketing expert — or even a trendy business owner — to leverage the benefits.

At Design At Work, we have a whole team of marketing gurus who stay current on the latest methods, and more importantly, how they can impact your business and help your brand stand out. Contact us if you’re looking for outsourced marketing and need someone to guide you through the right 2024 marketing for your business.

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Sources:

1. Wunderman Study, “Wantedness”
2. Accenture: The human paradox: From customer centricity to life centricity
3. NPR & Edison Research: Smart Speaker Ownership Reaches 35% of Americans 

Want to attract more visitors to your website using search engine optimization? Here’s how.

Search engine optimization (SEO) has come a long way since the term was first coined in the mid-1990s. In the early days of search engines (remember AltaVista and Ask Jeeves?), ranking highly in search results required little more than writing sufficient content and packing it full of more keywords than your competitors — a practice known as keyword stuffing. In 2000, Google changed the game with its Toolbar PageRank update, which allowed it to rank page importance by the number of quality links pointing to it.¹

More than two decades and dozens of updates later, marketers are still scrambling to keep up with Google’s ever-evolving algorithm. The good news is that the arc of Google’s progress bends toward the user, which equates to higher-quality content. In this article, we offer tips for increasing your organic website traffic using the latest SEO best practices. 

1. Give Your Audience What They Want.

Quality content is the lifeblood of SEO strategy. Useful, interesting and readable content attracts inbound traffic to your site by answering questions, providing information or facilitating transactions. This is called organic traffic — visitors who arrive at your site via unpaid sources such as Google and Bing. To entice those visitors, you have to understand what they want and why they’re searching for it. 

Broadly speaking, there are four main types of search or keyword intent. 

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2. Conduct Thorough Keyword Research. 

Once you know what your users want, it’s time to investigate how they’re searching for it. This is what’s known as topic or keyword research — an inquiry into the language your audience is using in its search queries. If you can’t speak your users’ language, they won’t be able to find you. 

For example, let’s say you’re a residential construction company and you want to make it easier for prospective customers to locate your website through organic search. Perhaps “residential construction” is the phrase that first leaps to mind, so you decide to test the keyword “houston residential construction.” 

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The metrics above suggest that some users enter the phrase “houston residential construction,” but not many. How else might your audience describe what they’re looking for? You might test the keywords “houston house contractor” and “houston home builder” to see if they yield more promising results.

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And voilà! The phrase “houston home builder” returns a higher search volume and more competitive keyword difficulty (we’ll talk more about this shortly). The trick to keyword research is empathy. Try to put yourself in the customer’s shoes. What do they know and what do they not know? What words are they likely to use to describe your product, service or related topic? Keep testing different synonyms and word combinations until you find the right keyword.

3. Target Long-Tail Keywords.

So how do you know when you’ve found the right keyword for a given piece of content? Generally, we recommend opting for long-tail keywords. Long-tail keywords are specific phrases comprised of three to five words that allow you to target niche queries and demographics. Short-tail keywords, on the other hand, are broader, one-to-three-word phrases. 

While short-tail keywords attract higher search volumes, they’re also extremely competitive, which means it takes longer to increase your search result rankings. The short-tail phrase “home builder,” for example, has a search volume in the thousands and an extremely high keyword difficulty. While every platform has its own SEO metrics, volume usually refers to the number of people searching for a keyword within a given period, whereas difficulty refers to how much time and effort will be required to compete with other sites for the same keyword. 

Long-tail iterations of “home builder,” such as “environmentally friendly home builders” or “sustainable home builders near me,” reveal much more promising numbers. The first targets a subset of consumers interested in green building practices, and the latter takes it one step further by localizing the query. Both of these long-tail keywords have a relatively high search volume and low keyword difficulty, making them an excellent choice for your primary keyword. 

Why? Because with good traffic and low-to-medium difficulty, you have a better chance of ranking on the first page of Google — and doing so faster. 

4. Compete for Featured Snippets.

Since 2014, Google has been promoting what it considers high-quality content through featured snippets or SERP (search engine result page) features. These snippets are highly visible and helpful, making them likely to attract significant amounts of organic traffic. 

To claim one of these coveted spots, you can optimize your content by using a question-and-answer format. For example, if you want to be featured for the keyword “how to clean a cast iron skillet,” you could include the question in a header or subheader on your page, then answer the question in subsequent body copy. Even if you don’t manage to snag a featured snippet, formatting your content in this way will increase readability and improve the performance of your page. 

5. Optimize Page Titles and Meta Descriptions. 

Page titles and meta descriptions are like an SEO appetizer — they give readers a taste of what’s to come on your page. As such, it’s important that titles not only entice users with attention-grabbing phrasing, but also accurately describe your content. Make sure to include target keywords in page titles and meta descriptions, and keep character limits in mind. Only 30-to-60-character titles will appear in full on SERPs, and meta descriptions should be less than 160 characters. Portent’s SERP Preview Tool makes it easy to ensure you’re staying within your character limits and offers a preview of how your content will appear in SERPs. 

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If you’re looking for a partner to help you implement the latest and greatest SEO strategies, look no further than Design At Work. Let’s talk about how we can increase your website traffic and boost your rankings. 

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Sources:

1. Google Launches the Google Toolbar, Google

Want to earn unpaid media coverage?
It all starts with a press release.

Press releases aren’t just for large corporations and high-profile public figures. Your small to midsize business can also leverage the genre to connect with existing customers and new audiences, thereby expanding your reach, strengthening your credibility and enhancing your overall brand image.

Here, we explore why (and when) you should consider writing a press release. But first — what exactly is a press release?

What is a press release?

A press release is a short news story issued on behalf of a person or organization to members of the media. Press releases may share news, make announcements or address public events. Considered a primary source of information, journalists have the option to publish the pieces as received or incorporate them into an original story.

Why issue a press release?

To put it simply, press releases provide relevant information in a format that makes it easy for journalists to publish or cite. Any significant events or changes in your business — such as a grand opening, a product launch, a merger or expansion, a significant charitable donation or a new executive hire — are potential fodder for press releases. That being said, not every story will garner media attention. The key is to find an angle that appeals to the interests of particular readers or viewers, then identify members of the press with a history of covering similar topics.

Let’s say, for example, your commercial furniture company just hired a new regional sales leader, Sally Sellsalot. This fact in and of itself may be relevant to your team members and clients. But to earn unpaid placement in a publication, you have to find an interesting angle that will appeal to a wider audience.

You might start by searching for journalists who write about local business news. Do you notice any recurring themes or topics in the writers’ pieces, such as a focus on sustainability, architecture and design or construction? If so, consider how Sally’s professional history or goals might fit within those topics. Perhaps, for example, she plans to seek partnerships with clients who are working to reduce their environmental impacts. You might craft a story about how Sally’s hiring forms part of a larger push for sustainability initiatives within the company.

Even well-crafted, strategically delivered pitches sometimes fail to attract media interest, but carefully considering whom you pitch to and how you frame the story will give you the best shot of landing a placement. 

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When Should I Write a Press Release?

The short answer is: anytime something newsworthy occurs in your organization. Let’s look at a few of the most common situations in which a press release may support your overall marketing strategy.

You’re Launching a New Product or Service.

Whenever your business launches a new product or service, it’s crucial to get the word out. A press release helps inform your target audience, potential investors and the general public about what’s new and exciting in your business. This helps you generate buzz, drive website traffic and boost sales.

You’ve Reached an Important Milestone.

Is it your company’s 10^th anniversary? Did you just serve your millionth customer? These types of milestones are worth celebrating and sharing with your audience. A press release can help showcase your company’s growth, longevity and success.

You Made a Major Personnel Change.

When significant changes occur within your company’s leadership, it’s important to share the news. A press release allows you to introduce new faces, highlight their qualifications and craft a positive narrative around the change — all of which project vitality and put customers at ease.

You Need to Respond to Industry News.

If there’s a significant development in your industry or your business is directly affected by a trending news story, a press release can show that you’re engaged and responsive. Moreover, it gives you a chance to showcase your expertise and position your business as a thought leader.

You’re Involved in a Crisis.

Should your business face a crisis, such as a product recall or a public relations issue, it’s vital to handle the situation proactively. Issuing a press release allows you to control the narrative and demonstrate responsibility to your audience.

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A well-crafted press release isn’t just a tool for sharing news; it’s a strategic component of your overall marketing approach. It enables you to communicate important developments, shape public perception and engage with your audience in a new way. Knowing when and how to seek earned media placement is a key part of this strategy.

Looking for an expert to help craft your next press release? Our copywriters know a thing or two about successful pitches. Let’s talk about a media strategy that will attract the right kind of attention to your business.

A guide to best practices for local search engine optimization.

Search engines have revolutionized the way we navigate and engage with our communities. If you find yourself in need of an oil change or craving a hot chicken sandwich, chances are your first move will be to search Google for the best options near you. The results of your query depend on something called local search engine optimization (SEO). It’s a technique businesses can use to make it easier for customers to find them online, thereby boosting foot traffic, website engagement and, ultimately, sales.

We’ve compiled three essential tips that will help you make the most of local SEO opportunities. But first, let’s cover the basics.

What Is Local SEO?

Local SEO is a way of enhancing your company’s online presence. A solid local SEO strategy can increase visibility and traffic, promote brand awareness and strengthen your reputation. If you have a brick-and-mortar location or serve a limited geographic region, it’s well worth the effort to optimize for local search results.

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How Does Local SEO Work?

Like all SEO tactics, local SEO relies heavily upon keyword research, which is the process of investigating how users search for your product or service. These keywords can be used to create high-quality content on your website that Google can index and then serve up to customers when they’re in the market for your offerings.

But your website is only one piece of the local SEO puzzle. It’s also essential to claim and optimize your Google Business Profile and manage your online reputation by monitoring and responding to reviews across a variety of platforms. With thoughtful planning and regular maintenance, you can ensure customers find your business — and like what they see when they do.

The following tips will help propel you to local SEO success.

1. Set Up and Optimize Your Google Business Profile.

If you haven’t already claimed your Google Business Profile, start by searching for your business. If it’s already listed on Google Maps, you can submit your information and request access to the profile. The verification process differs across industries and regions, but may include submitting a code received by postcard at your physical address, sending photos of your business or engaging in a face-to-face video chat with a Google representative. This handy guide explains how to add or claim your Business Profile on Google.

Once your profile has been verified, it’s time to optimize it. First, you’ll want to choose from about 4,000 business categories. Select a category that both accurately describes your enterprise and reflects popular search queries. For example, if you’re a residential building company, you could choose from “Home Builder,” “Custom Home Builder,” or even “General Contractor.” Tools like Semrush can help you narrow down your keyword options.

After selecting the best category, you can further optimize your profile by adding photos, operating hours, service areas, a description of your business and, of course, your address and phone number. Keep in mind that your name, address and phone number (NAP) should be consistent across the web. NAP consistency helps customers find and recognize your business.

You can also post content to your Google Business Profile as you would on any other social platform. Sharing photos, promotional materials and event information adds interest to your profile and encourages customer engagement. The latter constitutes a crucial component of local SEO strategy.

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2. Manage Your Online Reputation.

We all know how helpful (or devastating) online reviews can be. If you’re searching for a restaurant in your area, you’ll probably think twice before patronizing an establishment with a heavy percentage of negative reviews. While you can’t control how users rate your business online, you can mitigate unwanted impacts by monitoring and responding positively to reviews (even the critical ones).

Set up a regular process to check for customer feedback on sites like Yelp, Facebook and Glassdoor. The particular platforms you’ll want to monitor depend on your business and industry. If you come across a glowing review — great! Let the user know you appreciate their comment. If an unhappy customer voices disappointment, apologize, reiterate your commitment to customer service and offer to make the situation right, either by providing a refund or reviewing your internal processes.

You can’t expunge negative reviews from your record, but you can strengthen your reputation by being kind, helpful and sincere. Doing so can lessen the effects of a poor rating and encourage prospective customers to ignore the critical feedback.

3. Track Your Local SEO Performance.

In addition to reputation management, it’s important to keep an eye on your performance in search results. You can run regular audits or even set up a tracking campaign to observe how your local keywords perform over time. Pay attention to your performance in target areas, as well as the types of devices customers use to search for you. Semrush offers a Listing Management Heatmap that can help you monitor your rankings and visibility in key areas within your service radius.

You can also compete for featured snippets in Google. Landing a spot in a local pack or image carousel will dramatically increase your visibility to potential customers. You can set up a dedicated filter in your SEO tracking platform, or simply enter your target keywords periodically to see if you’ve reached snippet status.

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Ready to attract prospects and boost sales with local SEO? We can help! Contact us to learn more about this powerful technique.

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Sources:

1. 10 Local SEO Statistics Backed by Real Data for 2023 | New Reach Marketing

A Multi-decade Masterclass in Crafting a Compelling Brand Narrative

Humans are hardwired to make sense of life through story. Stories help us understand ourselves, define our values and make decisions consistent with those convictions. Brand storytelling leverages the power of effective narratives to connect with audiences in an emotional, values-driven way that centers the customer (rather than the brand) at the heart of the story.

Guinness, one of the world’s largest distributors of stout beer, has been giving a masterclass in brand storytelling for decades. In this article, we’ll extrapolate lessons from the example of Guinness — and explain how you can apply them to your business.

What is Brand Storytelling?

Brand storytelling is a highly effective marketing approach that uses narrative techniques to generate awareness and loyalty, thereby engaging prospects and strengthening relationships with existing customers. The goal is to position your product or service within a larger story that audiences find compelling — something they care about and relate to on an emotional level. To do this, you have to understand your audience.

Guinness knows its target audience well: they’re primarily (but not exclusively) young adults who eschew the hard-partying lifestyle in favor of values like character, integrity and confident self-expression. To connect with these customers, Guinness taps into its own rich history.

The story starts with a signature. In 1759, Arthur Guinness signed a 9,000-year lease on a small, disheveled property and began brewing ale in what would grow to be one of the world’s largest international breweries. Though the brand’s marketing has evolved over time, Guinness’ bootstrapped beginnings as a small business founded by an industrious dreamer continue to supply the narrative context for all its campaigns.

The signature of Arthur Guinness, for example, remains a vital part of the brand’s visual identity — along with its iconic harp and type treatment.

Why is Brand Storytelling Important?

Contemporary audiences are inundated with advertising content. Whether you’re reading the news, scrolling through social media, streaming TV shows or just driving to work, chances are someone is trying to sell you something. To stand out from the crowd, you have to tell your story in a way that makes the consumer feel seen, as though they are the main character in a larger narrative that explains something important about who they are as a person.

Let’s take a look at how Guinness makes the consumer the protagonist. In its “Empty Chair” commercial (part of the “Made of More” campaign), we see a bartender set a glass of Guinness on an empty table. Day after day, customers come and go, but no one claims the beer — in fact, the bartender actively dissuades pub-goers from sitting at the table or moving its chairs. At the end, we discover the intended recipient of the pint: a military veteran returning from active duty. A voiceover explains, “The choices we make reveal the true nature of our character.”

In this example, the audience is invited to identify with the bartender — a hard-working woman who honors the sacrifice of military personnel through daily acts of gratitude. Why? Because she’s “made of more,” and so is the target audience. This story is compelling because it’s not trying to sell beer; it’s trying to promote a lifestyle, an ethos, a way of being, and to encourage an association between this lifestyle and the brand itself.

When audiences see themselves in your story, they want to participate in it. In this case, consumers participated to the tune of £3.88 per every £1 spent on the “Made of More” campaign. The brand also saw a decrease in price sensitivity and an increase in awareness¹.

What are the Elements of a Strong Brand Narrative?

Crafting a cogent and consistent narrative isn’t as difficult as it seems. By following a few basic principles of effective brand storytelling, you can delight audiences and increase your ROI.

Be Real and Relatable. 

Advertising is most powerful when it engages people emotionally. Storytelling invites your customers to connect with your brand on a more personal, human level. It can show them the real people behind the brand, giving them a glimpse behind the curtain to see what makes your business move. This can help build trust and connection. Guinness’ “In Pursuit of More” campaign, for example, takes customers into the original St. James’s Gate Brewery, introducing the people who work behind the scenes to brew their signature Irish stout.  

Cultivate Brand Loyalty. 

Storytelling can help people connect to your brand by reflecting parts of their personality back to them. When a customer identifies with a brand’s message, they are more likely to feel a sense of brand loyalty. For this to work, it’s important to stay true to your brand’s core identity and make sure to tell your story authentically. In addition to integrity and hard work, Guinness’ “Made of More” campaign celebrates the “confidence to carve [your] own path,” which taps into their brand’s history and resonates with customers who seek adventure.   

Emphasize Your Differences. 

The way you tell your story can help you stand out from your competitors. What’s different about your approach? What expertise do you bring to the table? What obstacles did you overcome on your journey? Tell your customers — in your own voice. Smart storytelling, which can include personal anecdotes, real-world experiences, earnest explanations or an unexpected approach, can help showcase your business’ personality and make your messaging more memorable. In its 1929 advertisements, Guinness distinguished its voice as strong, sturdy and bold with its now-iconic “Guinness is Good for You” and “Guinness for Strength” campaigns. While Guinness isn’t really good for you and it doesn’t make you stronger, the ads have staying power — just like Guinness’ story.

With a relatable brand story that resonates with your target audience and emphasizes what makes you different, you can strengthen existing relationships and form new partnerships. Ready to captivate customers with authentic storytelling? Let us know. We’re here to help you be bold, go forth and share your story.  

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Sources:

1. ‘Made of More’: Guinness increases global effectiveness, Thinkbox