What is a Blog?
A blog is a type of website that functions as an online journal for an individual or business.  Blogs usually focus on a particular topic. A blog is where people with shared interests can discuss a certain subject.

Why not just use a website?

• Blogs allow for content to be easily updated more frequently without the assistance of a web programmer
• Often allows for people to comment on posts to encourage conversation
• Typically written in first person, making it a more causal and personal form of communication.

Who is blogging?
Anyone can be a blogger, have a blog or comment on a blog. Blogs can be used for any industry, and position the blogger as an expert in his or her field.

Potential customers, media reporters, other bloggers, vendors, other industry professionals are all reading blogs. Mainstream media use blogs to identify expert sources for stories and, in many cases, bloggers are seen as the new reporter. PR professionals pitch stories to influential bloggers just as they do to mainstream media reporters.

How do people find blogs?
Most people who find blogs aren’t necessarily looking for them. Blogs tend to rank higher when people are searching for information on a certain topic.

• Search engines find blogs because they meet the search engine index requirements (they are search engine friendly):
  • The site is frequently updated
  • The content on the site matches the search terms
  • There is a lot of content that is keyword rich
  • More outbound links on the site

There are also blog directory tools such as Technorati and Alltop which are helpful in searching for blogs by topic.

Why should a business build a blog?

• You are creating your own news focused on the desired message, instead of relying on traditional media or other communicators (other bloggers, upset customers, etc.) to set perceptions of your company or product
• Builds your brand through key messaging and imagery
• Search Engine Optimization – creates outbound links to your website and with keywords and frequent updating, the blog has a higher chance of getting in front of your target audience than a static website.

We would love to hear suggestions on what you would like to see more of on our blog. Send us a question, or an idea for a post. We love the feedback!

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If you have additional questions we don’t cover here, please leave a comment and we’ll be happy to respond with an answer.

How are You Different from Independent Contractors?
Thinking of starting your own agency? That’s pretty much what you’re taking on when you decide to employ sole proprietors, known as freelancers or independent contractors. There are many talented freelance designers, copywriters, website programmers, event planners and media relations experts out there. There are times when it is appropriate to use them. However, if you want a well-rounded strategic marketing effort and don’t have a dedicated full-time marketing director on staff to direct and coordinate the efforts of your independent contractors, that responsibility will fall on your shoulders. A true full-service agency has an established team of professionals dedicated to taking that burden off the client, including account managers who are adept at coordinating marketing efforts strategically and efficiently for optimum results. As a team, we can do things more quickly and more cost efficiently, and we are accountable every step of the way. Therefore, you are free to do what you do best – run your business!

Why Not Hire a Consultant?
Hiring a marketing consultant should provide you with the experienced manager you need to coordinate independent contractors, but what happens when an immediate need arises and your consultant is in a meeting, traveling or otherwise unavailable? No one person can be physically “on-call” all the time – but a team of people can be much more responsive and accommodating. When you hire a full-service agency, you hire an entire team of professionals who are experienced at working together to address long-range goals as well as unexpected situations. There are multiple people who are familiar with your account and can take the ball and run with it when necessary. Furthermore, the collective experiences, talents and connections of the team provide a greater depth of knowledge and value than one individual consultant can offer. Collectively, we’ve worked in almost every industry, and we rarely come across a situation someone on staff isn’t already experienced with.

What About That New Agency – Aren’t They Hungrier for My Business?
An agency values all of its clients, and an experienced, established firm can offer several things a new agency doesn’t. For example, the established agency has already established relationships in the marketing community, particular with vendors, the news media and advertising sales reps. We know who to rely on to provide quality printing, specialty items, catering, website programming and more. We know the editors and reporters we’re pitching your story to and enjoy a mutual respect that has been developed over many years of collaboration. We also negotiate with ad reps on a regular basis and enjoy the status of a preferred customer with many. Finally, if you’ve ever visited a restaurant on opening night, you already know the downside of working with a new business. Chances are the appetizers come out cold, the server doesn’t refill your drink, and the bill isn’t right. A year later, you may enjoy an amazing experience at the same place, but they just haven’t worked out the bugs yet.

Do You Practice What You Preach?
There’s an old adage that goes: “It’s the shoemaker’s children who go without shoes.” All too often it’s true for marketing firms, some of which don’t take the time to follow their own counsel. Our business has grown largely through the referrals of satisfied clients, it’s true, but we are dedicated to actively practicing what we preach. Think twice about hiring an agency that doesn’t have a blog but wants to create yours, hasn’t updated its website in five years and won’t tell you how they market themselves. Marketing our own business keeps us in touch with the client’s perspective and allows us to fine-tune emerging tactics so we are prepared to provide them to clients.

How Experienced Are You in Cutting Edge Media Marketing Tactics?
We believe we are one of the most innovative firms in Southwest Florida. The next question should be: “Will you stay that way?” Technology advances rapidly these days, and that has a huge impact on marketing. As a team, we make a coordinated effort to stay a step ahead of every new trend and advancement that affects our industry, including social media marketing, green marketing and cause marketing. Now, more than ever, it is important to understanding how social factors affect consumer decision making, and social influences can change just as rapidly as technological innovation. We are committed to ongoing professional development and applying our experience to strategically using new advancements to the client’s advantage.

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Why should you focus your marketing efforts on the so-called Social-Media Generation, which according this article has little time and money to give for the businesses and causes they follow?

The first answer is your 10-year plan. If you plan to be around at least another 10 years, the math is simple. This generation will be entering their 30s, getting married, advancing in their careers and having children. Win their hearts through cause marketing now, and you are far more likely to earn this socially-conscious generation’s business in the future.

The second answer we’ll call “inter-generational marketing,” whereby you reach parents and grandparents through their Social-Media active adult kids. Research shows both Baby Boomers and Generation Xers crave close connections with younger generations, especially children and grandchildren. In other words, don’t underestimate the power of the “like” button. You never know who may take notice.

Have you thought about folding the Social-Media Generation into your marketing efforts? What do you think about the strategies suggested in the Advertising Age article? We’d love to hear your thoughts!

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1. America’s Got Talent, WBBH, Wednesday, 9-10 p.m.
2. 60 Minutes, WINK, Sunday, 7-8 p.m.
3. The Mentalist, WINK, Thursday, 10-11 p.m.
4. America’s Got Talent, WBBH, Tuesday, 9-11 p.m.
5. NCIS, WINK, Tuesday, 8-9 p.m.
6. Minute to Win It, WBBH, Wednesday, 8-9 p.m.
7. Two and a Half Men, WINK, Monday, 9-9:30 p.m.
8. Big Brother, WINK, Wednesday, 8-9 p.m.
9. Big Brother, WINK, Thursday, 8-9 p.m.
10. How I Met Your Mother, WINK, Monday, 8-8:30 p.m.

Think about this when scheduling television advertising and take advantage of popular programming’s captured audience to promote your product or services.

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-         Always return phone calls and emails to the media right away – the news waits for no one! Even if you don’t have an answer at that moment, let the reporter or editor know you received their message and you will work on getting them a response right away.

-         When thinking of news story possibilities ask yourself the question: “Why should the reader care?” Is something that is “news” to your company going to be important to the average reader?

-         Make sure you are familiar with the publication’s audience and your story is relevant to that outlet; make sure the reporter you are contacting covers that beat.

-         Make sure your contact database is up-to-date.

-         The media receives hundreds of emails a day, so make your subject line punchy, and put the most important facts at the top of your e-mail.

-         Do not include attachments besides photos and artwork; make sure all the information is in the body of the e-mail.

-         Check the news for local breaking news before contacting the media. If there is a major news event happening, wait for a better time to contact them.

-         Be conscious of reporters deadlines, newspaper reporters are busy trying to reach deadlines in the afternoon, and TV reporters right before the news airs. Contact them when it’s a convenient time for them to talk.

-         Read publication editorial calendars and stay apprised of current news and try to think of ways to incorporate your business.

-         Plan ahead: Keep in mind that long-lead publications such as magazines look for and draft editorial content 3-4 months in advance of publication. Strategic media planning is helpful in outlining opportunities for long-lead pubs.

-         Keep your website updated with the most up-to-date information. Your website is available 24 hours a day, so make sure it is fresh and current!

-         Don’t try to oversell your story. If a reporter doesn’t seem interested don’t push it. It’s much more important to keep a good relationship for future story ideas.

If we can help you with your media relations initiatives, please call us at 239-267-2638. For a full list of PR services, visit: http://prioritymarketing.com/services/pubrelations/pubrelations.html

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One thing technology doesn’t come with is a marketing degree, never mind the experience necessary to strategically use new technology to a company’s advantage.

Yes, you can start a blog, but do you really need a blog? Do you know what to put in your blog? Do you have time to maintain a blog?

Yes, you can maintain your Facebook page, but do you know how the page’s capabilities changed since yesterday? Do you know how to use it to enhance search engine optimization? Do you know when to use it for sales and when not to?

Yes, you can build your own website, but do you wonder why your website comes up on page 1,002 when you Google your company’s name? Do you know who is visiting and why? Do you know how long they are staying and why they left? Do you know how easy it is for a competitor to copy it?

Yes, you can purchase your own advertising, but do you know how much you could save if a professional media buyer negotiated the price for you? Do you know how to manage the design process and get the ad to the publication on time? Do you know if the ad will work because it has the right headline, graphics and call to action?

These are just a few of the questions do-it-yourselfers should ask, and Priority Marketing has the answers. With more than 25 years of experience in providing top-notch advertising, marketing and public relations services, one of the benefits we offer clients is the knowledge and understanding necessary to achieve results. We apply this hard-earned expertise each and every day, staying on top of new technologies, opportunities and trends through hands-on work, industry publications, networking and seminars.

We also have established relationships with vendors, advertising reps and the media, personal connections that open doors to better results and cost savings for clients. We know what questions to ask every step of the way, what details to pay attention to and when to step back and look at the big picture.

While following new technology and innovations is vitally important, the advantages of having Priority Marketing on your side will never become obsolete.

Do you have a do-it-yourself marketing experience to share? We hope it was successful, but if it wasn’t, we can help turn it around for you. Call us today, 239-267-2638.

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Chan played the starring role in this morning’s production, sharing her personal and professional journey. She provided FPRA members and guests with her insight into the effect that new media is having on traditional media and the unique challenge that newspapers are facing and how The News-Press has evolved to meet the changing landscape of mass media.

Following Chan’s keynote performance, the production’s other media professionals introduced themselves, shared insights into their current media climate, offered advice to public relations professionals, and responded to questions.

Many of the key points shared today by the media experts mirror the counsel we provide our clients. This includes the importance of keeping your website updated with fresh, accurate content. In addition, several of the panelists cautioned the audience on “overselling” a client’s services and products on social media sites. This is one of the many reasons why at Priority Marketing, our team creates a social media content plan and schedule for our clients, so that our approach is strategic rather than “overkill” for the benefit of not only the media, but the entire target audience.

While a number of PM team members have worked in the media, it is always refreshing to hear from our media colleagues and to better understand their current business climate. Not to mention that as “supporting cast characters” in public relations, we welcome the opportunity to grow and foster mutually beneficial relationships with the shared goal of producing a good story! For more information on the media relations and social media services we provide, visit http://www.prioritymarketing.com/ or call 239-267-2638.

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Understand the big picture
The most common mistake businesses make is to halt all marketing efforts during the slower summer months. At the very least, you should be evaluating your marketing efforts from the previous season and planning for the upcoming season. Summer is a great time to take a step back and gain a clear understanding of the big picture. What worked for you this season? What worked for your competitors? Are there new tactics you should try next year? Consider doing a summer market research project to aid your planning for 2011.

Don’t cut the budget
There is a strong argument to be made for keeping your brand top-of-mind during summer months, whether you get an immediate boost in business or not. You can even do this with out-of-town customers easily and cost effectively through e-mail marketing and social media. Of course, if you’re competing for local customers during the summer months it’s absolutely essential to continue your marketing efforts to capture market share. Just be sure summer marketing efforts are highly targeted for the greatest cost efficiency. Those who continue to advertise during the summer months will stand out easily since other advertisers have dropped out entirely for the summer months. There is simply less “noise” and competition for people’s attention.

Avoid a “scattergun” approach
Even in the summer months, some businesses still employ a “scattergun” approach to marketing, placing ads anywhere and everywhere with catchall messaging that doesn’t speak to anyone in an effort to speak to everyone. In most cases, the target market should be more carefully defined. You can more effectively compete for summer business by understanding the demographics and characteristics of the year-round residents who remain in Southwest Florida and continue to be active customers. Focus on them with the appropriate media and message. This strategy may be applied to seasonal marketing efforts as well. The “scattergun” approach is rarely the most efficient one, any time of year.

Build your network
If your business slows down during the summer months, see this circumstance for the opportunity it is. Spend your time wisely by employing high-touch strategies such as networking to reconnect and enhance relationships with referral sources such as vendors. In addition to developing relationships within your industry, reach out to the community. Engage in summer public service projects while you and your staff have time. Start with nonprofits that are experiencing a decrease in summer volunteers. If the high touch approach doesn’t suit your business, you can still use this time effectively by updating your contacts and mailing lists to get them ready for next season’s promotions.

Invest in your marketing “infrastructure”
Another benefit of summer slowdown is the opportunity to “renovate” your marketing tools. If you’ve ever visited Disney during the scorching summer months, you probably got a great deal on tickets. Once you arrived you also noticed many rides under renovation. The timing is far from coincidental, and you should be making the same infrastructure investments during the summer months when traffic is lighter. Give your office or store a facelift, or revamp your website. Now is a great time to invest in new tools such as a blog so you can test these new technologies and tactics.

Get proactive to save time and money
Finally, think about what you can do ahead of time to avoid the last-minute rush in creating your seasonal marketing plan. Draft blog posts surrounding seasonal events now with plans to “tweak” them prior to posting. Create a budget, filling in as many line items as possible in advance. Take photography and draft key messages to facilitate creative campaign development when it becomes necessary. Schedule a meeting with Priority Marketing now to discuss what can be done prior to the pre-season rush to your ensure year-round success.

What are your summer marketing plans? We’d love to hear them, along with your thoughts on these tips!

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