HQZ Blog

Can We Talk?  HQZ Blogs Offer Business & Operational Information To Help Our Clients

Pat Dwight

Pat Dwight

Tell Us Why You're So Terrific

Website landing pages convince customers to engage and convert. They grab readers’ attention with catchy headlines, easy, pithy text, short paragraphs and bullet points, with dramatic images that strike an emotional response. Yes, there’s more to building a high-performing landing page than meets the eye.

1.  Landing Page Objectives

Hub-style Landing Page: These pages contain multiple offers—infographics, e-books, videos, whitepapers, and more. People seek them to educate themselves about a topic and while they attract a lot of views, they generally result in fewer conversions. So, if your goal is to engage top-of-funnel prospects, hub-style landing pages will work.

Single-offer Landing Page: These pages include only one asset—a research report or a buyer’s guide, for instance. They’re designed for people who are already aware of a problem they need to solve. Single-offer landing pages may not generate as much traffic, but readers who wind up there are more likely to convert.

So, if you’re targeting prospects further along in the customer journey, deploying single-offer landing pages is a wise move. Both styles are proven; deciding on who you want to find your website will determine which is best for you.

2. Consistent Story Thread

Landing pages should fit the message told to your audience. Like a book, landing pages draw in readers and set the stage for what’s to come. A landing page makes or breaks a website view option! It’s really important and if you miss the mark at Home … they’ll leave and not even see your great story. Make your landing page resonate, vary material and offer enough value and intrigue to convince prospects to stay and learn.

3. Build A Working Landing Page

Can you say … “Customer Experience”? If you leverage innovative marketing automation software, you’ll gain viewership. Remember, your headlines must roar, not whimper! Grab visitors and quickly convey who you are, as in what you can do for them and why they will benefit by reading on. It’s called a unique selling proposition (USP). Use the word “you” to speak directly to them. Further clarify your USP with benefits ... what they gain by exploration.

Landing Page Images - Any photo or video on your landing page should help the visitor evaluate your offer, and if it doesn’t, fix it. Help your visitors evaluate an offer with:

  • Introductory video that proving you’re a credible source of information or solve a problem for them
  • Images that reveal different product angles and features that clarify and entice
  • Vision images help visitors imagine what their lives could be like using your product or service

4. Your Call-To-Action Button

  • Make it benefit-oriented for them.
  • Make it stand out – contrast other copy size (bold or italics), colors or images.
  • Make it look like a button. People like buttons and quickly recognize them.
  • Link to Contact Us page

5. Why Are You So Terrific?

Offering “social proof” … someone says … they think your product is better because a stranger says so. Consider suggested topics like these for rave reviews:

  • Display enthusiastic reviews from people who like your product or service.
  • Showcase high-profile places your brand has been featured.
  • Include emblems of trusted clients or customers.
  • Feature detailed testimonials from happy customers with their photo or company logo.

If you have any question about this article give us a call: 949-454-6149. The websites we build follow these key tactics. Our clients consistently enjoy steady clicks and get “Learn More” inquiries. HQZ Experts removes the guesswork from website marketing … So, let’s talk.

Pat Dwight

HQZ Experts assists clients in working more efficiently, solving marketing issues and managing tactics.

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

My Page Took On A Life Of Its Own

A few weeks back I was writing an article and used my mouse to underscore a word … then the strangest thing happened. My page took on a life of its own and began to repeat pages and wouldn’t stop until I turned off my Word application.

Thinking that I’d been hacked or that there was something dreadful happening from outside my browser, I turned off my computer and rebooted.

Everything seemed fine until using the mouse again to copy and paste words in a document. Again, the document began to auto repeat constantly. Before I could use the keyboard, 20 unique new documents had been created. Yikes!

Distraught and fearful that a hacker had taken charge of my computer, I called my Microsoft guru Leonard. Our computers run on Windows 7. We talked about the syndrome. He set me about methodically running assorted system tests to verify if we had a major breach. After running an ESET, Malwarebyte, CC Cleaner, and assorted Internet cache tests, removal of the mouse in device manager and re-booting the system, we determined that my computer and our network was not compromised.

Leonard ran some deep clean boot analyses remotely and called the next day with his analysis of the problem. He said: “As strange as this may sound, it seems as if you have a stuttering mouse.”

I wasn’t sure whether to laugh or ask if he was joking. He went on to say that while looking for the syndrome he discovered mention of the stuttering mouse presenting the same strange problem I was having. Leonard suggested that we replace our remote mouse with a new model. We had already changed the batteries the previous day, and realized it wasn’t a battery issue.

So, we bought a new remote mouse, turned off the computer, inserted the remote wireless mouse receiver/driver, inserted a battery and everything seemed to work well. I had no issues whatsoever the remainder of the day. Problem resolved.

Well, not exactly. The next day I booted up the computer ready for catching up on all the projects I’d been unable to work on … and my keyboard wouldn’t function. The mouse was working perfectly but the keyboard was dead. Even though we changed the keyboard’s battery, just sat there.

This time we didn’t call Leonard. Realizing that the old mouse was a matched component with the keyboard purchased several years previous, we further deduced that the new wireless mouse receiver/driver was not programmed for the old keyboard – they obviously share one remote wireless receiver. So, we went to Staples and bought a combo mouse and keyboard, came home, inserted the new receiver in the mainframe and poof, the problem was solved.

This fix was inexpensive and simple once we realized the problem. However, it terrified us because we naturally went to the ‘worst-case’ scenario and assumed a security breach or hack.

We had never heard the term “Stuttering Mouse” before this incident. I’ve been using computers and keyboards since they were invented. Maybe reading this article will save you the fear and surprise of a similar experience.

Now you know how to handle this surprise; hope you never have to deal with it.

Pat Dwight

HQZ Experts assists clients in working more efficiently, solving marketing and managing tactics. Let's talk about your approach

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

A Little Help From Your Friends

It seems more often than not today unexpected chaos or disruption enters our professional sphere. And so, risk management should be at the top of your meeting/event planning focus.

Even though we don’t like to think about it, the potential hazards causing the most disruption or danger in groups of people include “manmade” threats such as cybercrime, protests, terrorism, and shootings. “Natural” occurrences such as earthquakes, hurricanes and wildfires also fall within this discussion.

The value of risk prevention is really immeasurable. Everyone benefits when management does its homework and plans accordingly. Implementing the practices below offers proven risk management preparations every company needs to explore when planning events and meetings. The following disciplines create a safety net by avoiding risk management problems.

  1. Evaluate Risks: When selecting a venue, evaluate the risks of each meeting location and activity for potential issues and hazards.
  2. Identify ‘Request for Proposal’ Issues: Use the RFP process to identify security areas. Ask for relevant information such as:
    • Emergency procedures strategy
    • Additional security costs
    • Keeping non-attendees out of meeting areas
    • Record of recent criminal incidents in and near facility
    • Cybersecurity measures available to protect attendees and staff from hacking
    • Firearms policies
  1. Consider Safety Measures: Meetings/events with certain types of activities may require safety measures and additional scrutiny, including:
    • Athletic events - “fun runs” and swimming
    • Events where alcohol will be served
    • Events featuring cannabis (marijuana), or when the meeting organizer knows that attendees may be using cannabis at meeting-related events, even where legal
    • Permitting attendees to carry firearms
  1. Safety ‘Perception’ Matters. Be aware that attendees’ perception of safety may be as important as actual safety, when encouraging meeting attendance.
  2. Request Emergency Plans: Ask hotels and venues for their emergency plans and adapt/integrate them as appropriate.
  3. Design a Security Plan: Create a security plan, including attendee ID verification and a crisis communications system. Consider hiring security personnel based on all risk factors.
  4. Allocate Security Responsibilities by Contract: Use meeting contracts to allocate responsibility for risk and possible losses that clearly designate which parties are responsible for each type of security. Execute indemnification (hold harmless) agreements to protect against loss caused by venues and contractors.
  5. Protect Computers and Cyberspace: Secure computers by running antivirus software, changing passwords regularly and educating staff and management to avoid “pirate” networks and risky websites/emails.
  6. Safeguard Attendees’ Personal Information: Only divulge attendee personal information on a “need-to-know” basis, and then only to persons and businesses that provide demonstrable assurances of protecting data and securing their networks. Ensure General Data Protection Regulation(GDPR) compliance, when required.
  7. Insurance Is Essential: The meeting organization, third-party planners, venue and other contractors should all have their own insurance, in sufficient types and amounts.

If you already have included some or all of these practices into your charter, fantastic. Any mentioned that you haven’t considered will likely provide your company a soft cushion of comfort and confidence when you incorporate them in your risk management program.

Pat Dwight

HQZ Experts assists clients in solving marketing and managing tactics. Let's talk about your approach

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

17 April 2019 Blog

Persuasion

Ways to 'High Five'

It’s often hard to persuade people to evaluate your product or service … especially if they’ve never heard of you. So how do you turn that around? Keep in mind that your marketing message should focus on content that’s relevant to your audience. So exactly what’s it takes to actually do that?

1.  Introductions Matter

The importance of your “About Us” ranks on top. It’s your chance to establish credibility and highlights what you stand for. Nike has done a great job of doing this. After reading their “About Us” page, consumers quickly ‘get’ that the company’s objective supports people similar to them who are at different stages of their fitness journey. 

2.  You Have What ‘They’ Want

Rather than jot down a series of campaign slogans, consider how your company culture connects with your base. Think about your consumers’ emotional needs—not just the ones provided by the competition. Finding the emotional “hooks” in your message differentiates your product from all the others. Start telling people about it.

3.  Crystalize Product/Service Benefits

Balance the emotional impact with facts ... a generic “ours is better than theirs” statement won’t get you there. Offering them stats and real testimonials defining your product’s superiority is the secret ingredient for success. Just start writing facts down and you’ll see the powerful messages you may have overlooked.

4.  Prove It

Combining an emotional thread with logical reasoning is a solid first step to good creative, but until you keep those promises, it’s all empty boasting. Once you decide what qualities create a long-term connection with consumers, enlist the help of your entire organization to bring those ambitions home. Otherwise, your customers might feel they’ve been misled.

5.  Counter Competitive Messages

This is a tricky strategy but can be done with fines by mentioning your competition by name. The trick is to do it without sounding boastful or tasteless. Next, be sure to showcase your weaknesses in a positive way. A perfect example of this happened years ago when Avis came in second behind Hertz in annual sales statistics. Avis quickly developed a tagline “When you’re only No. 2, you try harder.” Simple taglines such as this don’t brag to attract customers—but rather reveal a company’s strengths and honesty.

6. Let Er Rip

Perhaps the most straightforward but hardest motivator is your Call to Action which requires

Being Concise – get their attention and Being Specific-- guide them in the right direction. Get the, there by explaining their next steps as clearly as possible. By using action words such as “buy,” “download,” or “submit” in your Call to Action, you don’t limit your outreach to those who already understand how your business works.

The objective of effective creative is to make a lasting impact on consumers which results in them taking the next step – learn more or purchase. The above persuasion marketing tactics establish stronger connections to those you wish to attract or retain … and isn’t that the point?

Just know that your message should focus on content that’s relevant to your audience and not just toss in clever words and attractive graphics.

Strategic use of persuasion usually turns potential consumers into active customers. Sounds easy but sometimes pulling the components together require a bit of help. That’s where HQZ Experts can assist. If you’re message isn’t working, let us offer some fresh ideas and new approaches.

HQZ Experts assists clients in creating effective B2B marketing tactics to manage, track and refine content marketing approaches.  Let's talk about your approach

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

Yes You Can Recycle Stuff

Simple and easy steps help strengthen your social media content.

Rewrite:

Take a look at your ‘past’ content library to see where you can pull tidbits of information then create new content from that material. Often older pieces still contain relevant takeaways or quotes that your universe finds valuable. This also helps extend or reinforce the life of your content.

Reorganize:

Segment or select sections of a larger asset to create smaller, more detailed breakout pieces. For instance, pull stats or key figures from an infographic and repurpose them in new posts as the focal point. Doing so expands the length of a campaign and highlight relevant sections by channel audience interests.

Retire:

Remove posts that are outdated. Social media is instantaneous, so the last thing you want is to have your brand appear out of touch. Since you still occasionally want to reference old social content, create archive folders to keep the content alive, with less visibility.

Redesign:

Transform an old piece into a new piece. Sometimes an asset just needs refreshed branding to feel new again, and there’s really no reason to reinvent the wheel. Consider taking an existing asset and designing it for a different audience.

Because the electronic universe is so vital you have lots of options in ‘refreshing’ used slogans, photos, statistics or studies … there’s always new eyes searching for information and interesting material.

HQZ Experts assists clients in creating effective B2B marketing tactics to manage, track and refine content marketing approaches.  Let's talk about your approach

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

Improvise Then Take Your Chances

Growing your company gets tougher all the time. But, since marketing your business requires blasting your company’s unique story, it’s wise to frequently re-examine your marketing content. If you expect to be competitive and grow your business, you gotta plan for success … it’s just not optional. Businesses that ‘wing it’ - with no strategy or plan – will always be disappointed. And, creating a plan, yet not using it is worse!

Nominal Basics You Should Already Know:

  1. Goals & Objectives: The most common goals include increasing website traffic, growing social audiences, and increasing contact form submissions or newsletter signups. It’s not all that hard.
  2. Audience Segmentation & Characteristics: Know your target audience - their motivations, pain-points and what they’re searching for: keyword researches, website analytics and a sales team that already knows the customer’s profile.
  3. Brand Message: Content marketing strategies must define and tell your brand’s story - the message you want to communicate to your audience. TELL THEM what sets you apart from your competition.
  4. Multi-Channel Connections: Customer relationships include multi-touch points on multiple channels (social media, search, digital ads, news posts, customer review sites, etc.) Select your channels based on how it specifically helps you most effectively reach your audience. Then define your specific objectives for each channel.
  5. Content Types: From blogs and ads to podcasts and videos, define the content types and tactics you plan to use for each. Always consider whether you’re trying to attract, engage or convert in a target’s buying cycle.
  6. Content Topics: Content marketing must provide the best answer to what your audience seeks, and when and where they search for it; then determine whether your content fulfills those needs.
  7. Measure Results: Measure the effectiveness of your content marketing and the channels where you promote. Doing so highlights whether you’re hitting your objectives, and if not revise as needed.

To find your balance, experiment and improve, measure conversions and tie activity to revenue. Doing so identifies which metrics to focus on; and if yours don’t, begin using the steps defined above NOW.

AND NOW PHASE 2:

Paid Promotions

Since 66% of companies use paid methods to distribute content (meaning that a third of marketers rely on organic reach and existing subscribers as the resource for placing their content) it’s critical to at least evaluate paid social media and paid search ads to incorporate comprehensive content promotion.

Build A Community

Only about 20% of B2B marketers use community building and audience participation to nurture followers; but it often helps to participate in forums through social media by encouraging 2-way conversation.

Get / Use Customer Intel

Marketers rely on good data, yet customer conversations aren’t mainstream for most research (only 50% of companies talk directly to their customers.) First-hand knowledge from real customers in real-time is invaluable, so implement steps for your sales and customer service teams to collect customer data then share it with you!

Tie Content to Buyer

The buyer’s journey should trace everything from keyword and topic selection to final purchase. Focus on blending the ‘Attract’, ‘Engage’ and ‘Convert’ content stage, with the emphasis on “Attract”.

Invite Influencers In

It’s good to develop relationships with influencers who can help promote your content. Through co-creating with influencers you’ll see a boost in motivation, amplification, and attraction to the new message. Just keep it simple.

Own Your Audience

Social media sites own your audience on their platforms and you just pay them for access to those customers. So, it’s crucial to bring your audience to your own universe – which occurs by building a subscribed audience that allows them to opt into your content (and likely into your community).

Measure Your ROI

Proving the value of your work via ROI matters because you get larger budgets for the next planning cycle. And, effective measurement and reporting matters to management since it benefits any organization looking to improve their bottom line.

Tactical content marketing management has to happen, and yes it is risky but the steps help you get started or fine tune your marketing strategy ... stimulate customers or prospects.  If you wing it again your results won't improve.  That's why your next step matters!

HQZ Experts assists clients in creating effective B2B marketing tactics to manage, track and refine content marketing approaches.  Let's talk about your approach

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

3 Examples of Rebranding Approaches

Sit up straight now, breathe deeply, and relax. Then let’s talk about product rebranding. Yes, changing your brand’s icon is a frightening venture, but often it just makes sense to take the plunge.

When contemplating a brand refresh, you never know how your loyal customers and the consumers will react. That is why a brand refresh is so ominous and often avoided. Always remember your buyer’s passion for consistency ... they like routine. And, when done well, the results can be financially and emotionally rewarding. The examples of three famous company’s rebranding efforts below portray different motivation, approaches and outcomes.

Approach Backfire: Tropicana

Tropicana learned the hard way when they decided to change their look - Tropicana orange juice cartons with the fresh orange stuck with a straw on the front convey ‘refreshing.’ But when parent company Pepsico announced their plan to “simplify” the design to something entirely new, the unexpected happened. Consumers revolted. A 19% decline in sales ($33M loss after refresh launch) was immediate and certainly unanticipated for their brand refresh plan.

When asked, Tropicana consumers called the new design a generic “store brand” and ugly. With such a significant reaction, the fallback prompted Pepsico to roll back its brand refresh plan and return to their original logo and packaging.

The moral of this example is to always trust your consumer’s passion for consistency and sticking to what they know and trust. Some upfront research also provides real market insights. Understanding what keeps consumers coming back to you rather than your competitors is your starting point! Don’t gamble until you do solid research.

Deliberate Approach: Starbucks

Starbucks coffee drinkers are very brand loyal. So, when Starbucks removed the words “coffee” from their logo, the company couldn’t know what the reaction would be. Well, the new brand wasn’t all that dramatic. People immediately recognized the original central design girl-with-crown which automatically prompted immediate association while remaining traditional yet a fresh new look. Their rebranding was a smash; their brand is

Whenever you’re considering rebranding check your data before making any big moves. While trusting your consumers, also follow your intuition since rebranding includes instinct, and in this case, Starbucks chose to do just that.

Homerun: IHOP

One of the best brand “refreshes” was from IHOP. One reason to embark on a brand refresh is to regenerate interest in your company and remind people that you’re still around, still relevant, and have something new to show them. When you offer pancakes … but that’s working now … you announce that you’re more than a pancake house.

IHOP’s new message “In My Feelings” sparked an intense media surge. IHOP’s online draw grew more popular than it has ever been in the company’s history. Millions of posts about IHOP’s new slogan struck a chord with social media enthusiasts. The hype translated from just posts about the refresh itself to a meme later on, keeping IHOP in the news for months. They also gained a 30% rise in stock during the campaign.

We can learn a lot from IHOP in this case. Sometimes, unexpected ideas drive the greatest change. The old slogan … “Change is constant, Change is Good” really fits IHOP’s decision. Remember, just because you’ve been doing one thing for years, doesn’t mean it’s working. And if you add new elements to your offering, you must reapply lipstick to your story!

Consumers may disagree that these companies made “good” or “bad” choices, but we always have to be prepared for some heat, because some folks won’t like the changes you make during a rebranding period.

Again, do your homework. Ask a lot of questions. Do some trial testing. Once you decide to leap and have the strategy in place, stick to your vision and HIT GO!

Rebranding is an adventure. Some win, some lose, some get rained out. But when – not if – your brand begins to sag, or your competitors are taking market share from you, give your brand some thought. As you see, rebranding is a process and doesn’t happen overnight.

New can be fun, try it.

HQZ Experts has worked with clients through re-branding planning and look forward to helping you explore your product or company rebrand journey.

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

22 February 2019 Blog

Email Headlines 1-2-3

Check My Headline - See How This Works!

Recent studies show that 33% of email recipients open them based on subject line alone. And, since everyone is inundated daily by tons of emails, catching folk’s attention and getting them to stop and read your email … is your objective.

So how do you write email subject lines that cut through the noise? Creating headlines that work takes knowing how to construct it. One researcher in this field has cracked the code for writing the perfect subject line. After hundreds of subject line tests, he filtered proven data to the following five tips that will greatly improve your subject lines and increase your open rates.

1.  Important Words First

What makes your email more important than all the others in their inbox? Just get to the point! Simply changing the leading structure of the headline text with the important keywords can increase open rates by 10-20%. As an example, a recent email headline from Chase to their Sapphire Preferred cardholders said: “Earn 10K bonus points – Invite a Friend”. Rather than asking recipient to do something first, Chase front-loaded the subject line with the benefit the reader will receive. Boom.

2.  Ask a Question

Since people love to talk about themselves and their interests, asking your addressee a question right away piques their curiosity. And, as a result, they’re likely to respond positively by opening more of your emails. One email from a fitness instructor phrases her subject line as a question to engage her recipients: “Need Motivation to Work out? Watch This” The call to action is right there in the headline!

3.  Numbers Often Help

Numbers are easy to read, help us make sense of complex concepts, and set up the expectation (e.g. 5 Things Your Subject Lines Are Missing). Godiva used numbers to do both in this headline idea: “2 DAYS LEFT: Up to 40% Off Flash Sale

4.  Personal Names Work

People really like to see their own names or pronouns - “you” or “your” - for a more a personalized touch. A study by Experian finds that using emails with a personalized subject line is 26% more likely to be opened (depending on industry.) Oddly, 70% of companies do not personalize emails. One SiriusXM recent email about MY free trial ... by adding the recipient’s name to the subject line. Clearly SiriusXM sees them as a person and are truly interested in them. “Michael, Your SiniusXM Trial Just Got More Awesome!”

5.  Rhymes, Alliteration, & Puns Now and Then

Writing a subject line that rolls off the tongue, will get a higher open rate. While it’s not easy to come up with these crafty word plays very often, when you do, they work.  Here are two very good examples: “Social Music Marketing: Bands, Brands and Fans” and “An Unusual Arsenal: Tech Tools to Topple a Tyrant.

Writing appealing email headlines takes practice. You can stop writing clunky or boring email subject lines. Writing them shorter and sweeter works better, so why not take the time to practice. Write several, send them out and watch the responses.

Have some fun. Check My Headline - See How This Works!

Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

The More Concrete Your Research - The More Sensible Your Plan Is

Homework Makes You Smarter … Well, Dah! Knowledge gained from research offers stability and provides objectivity to any plan. So, the more concrete your research … the more sensible that plan becomes since it gains strength as your wisdom improves. You get there by using the following tactics:

  • Product or Service: Learn what makes your product/service different, better and more desirable. Find ways to improve and add value to it.
  • Benefits: Research the benefits offered by the product should be reflected in your marketing plan.
  • Market: Plans occur in conjunction to an entire marketplace, so be wise and become expert in your market before starting your planning.
  • Industry: Viewing your industry as a whole helps you see both vulnerabilities and opportunities by highlighting both learned successes and failures.
  • Competition: Realistic marketing plans are created according to dreams adjusted to proven competitive dynamics.
  • Customers: Your customers and your competitors’ customers provide a rich source of data so figure them out and pay attention to them.      
  • Prospects: Marketing plans specify who your prospects are since your research identified and included them in the plan creation.
  • Media: Identify the best ways to reach your target prospects and incorporate what you've learned about the media in your marketing plan.
  • Internet: Vast information is available on the Internet so dig into your niche for sound marketing intelligence before writing your plan.
  • Technology: Utilize all of the technology available to disperse your effective marketing programs.

Now summarize your results; they should point you in the right direction with more than enough momentum to hit your targets.

HQZ Experts can assist you in researching and writing your next marketing plan.
Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

A Few PR Tactics To Consider

Each new year forces those in the Public Relations world to anticipate and predict what changes will occur. The following expectations offer food for thought as you set your Public Relations course for your company.

  1. Diversify - More Than Last Year - Traditional PR has evolved from just focusing on reputation management to market/technology-driven activities including:
  • Crisis Management
  • Search Engine Optimization
  • Social Media
  • Content Creation
  • Media Influencer
  • Analyst relations

New PR skills should also evolve in ways such as increased digital content (videos and podcasts) dedicated to producing content for a wider range of digital platforms that shape broader awareness.

  1. Coverage - Always King - A well-earned hit in a prime media outlet is sweet - whether in print, broadcast, radio or social.
  2. Social Content on Steroids - When producing podcasts or writing I-articles, the entire scope should have a social facet. Experts predict the 'rapid response' process will become even more social.
  3. Stories Prevail – If you prefer writing whitepapers, articles or blogs, be sure to showcase writing skills with content creativity.
  4. SEO Boost - Whether with links back to client’s sites or links to their social media, every piece of content produced must deliver embedded SEO value for the company.
  5. Spotlight PR To Taste - People always ask “what impact” PR has on their bottom line. What sales growth does PR produce? What’s the difference between PR and advertising? We tell them that PR makes a critical difference to their company. The world quickly spots the difference between a bought placement and true editorial; placed copy feels like hype and it is.

The convergence of PR, marketing and advertising often compete and seem redundant. As editorial and advertising evolve, the pay-for-play content appears more repetitive which means it will be skipped. In the end the market and your audience wind up making the decision. Just remember that a free and impartial press is integral to honest and balanced messaging.

PR by its very nature combines the story, a benefit, relationship to a topic, and background facts that create a platform. This combination builds trust and builds reputation between an organization and its target audience. Each actually needs the other to maintain a bond of trust critical to everyone in the loop.

Pat Dwight - 1-20-19  

HQZ Experts writes effective PR  Call us and learn more - Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

HQZ Removes The Guesswork From Marketing

We make it simple and we do it right!

Testimonials