Vlog: Why You Still Need a Website Today

I recorded this video the day after a massive Facebook and Instagram outage, but it’s message is relevant whenever you’re watching it. Social media is a powerful marketing tool for your business, but you still need a website today.

Your website is the hub of all your digital marketing activities.

Your website is your home on the internet, your front door to customers and prospects everywhere. It helps visitors learn more about your company and how you can help them. They can find your website via search engines, social media platforms, advertising campaigns and even offline marketing efforts.

A well-designed, updated website improves your search engine optimization (SEO) efforts and works with social media to enhance your online presence and give your business credibility.

Link Building to Success: Optimize Your Website

So, does your business or brand have a website? If so, drop it in the comments, so we (and our readers) can check it out! If not, let us know why you don’t feel that you need one.

What questions do you have about your website or websites in general?

A reluctant Vlogger,
Jaime

3 Big (Affordable) Marketing Ideas For Your Small Business

As a small business owner or entrepreneur, you have BIG ideas for your business. But do you have the budget to match?

A San Francisco sunset captured by a drone

Don’t let a tight budget keep you from marketing your business and showing your tremendous products or services to potential new customers. These three tips will help you market your business in a big way without blowing the budget.

Think Big on a Short-Term Scale

Would you love to shoot drone footage of your landscape projects? Rent a drone for a day and capture footage for your website, blog and social channels. If you’re interested in high-priced equipment or technology, see if you can rent it. You’ll stay on budget and test the equipment, so you’ll know what you want if you can buy one in the future.

You can also rent big-ticket items for occasional needs to keep capital free for other purchases. Looking for designer clothing for a photo shoot? Rent styles that fit your project if you don’t plan on using them regularly. There’s no need to buy them to use one or two times.

Along with renting big ticket or low use items, barter goods and services with fellow small business owners or professionals. Perhaps a graphic designer will design a marketing piece for you in exchange for you writing copy for her website. If you go this route, be honest about the value of your services, so it’s a win-win for both parties involved. You don’t want to damage your reputation by shortchanging a fellow small business owner or business professional and losing potential business.

Modify Stock Solutions to Fit Your Needs

Stock photos and other tools draw a bad rap, but they are lifesavers to small business owners everywhere. Search sites such as Pixabay or Creative Commons to find photos you can legally use in your marketing efforts. (Note any citations required and follow any stipulations mandated by the photo owner.) Then, modify these photos to fit your needs with tools such as Canva or PicMonkey. Canva offers free and low cost stock photos as well.

You can use PowerPoint to remove backgrounds from images (if you have permission to do so), add text to images and add filters. Create a visual for a specific social platform by changing your slide size to the preferred size of the platform, and then save your design as an image file (JPEG or PNG) to share. Screenshots are another visual option, depending on what you’re trying to show.

Don’t forget about social platforms when editing photos! Most platforms offer an array of filters, stickers, text options and more to add personality to your photos and make them stand out. Keep your brand in mind when modifying photos or editing visuals. Does it fit your brand image? Do you stick with a certain aesthetic on social? Have fun and show your brand’s personality, but don’t use a filter, sticker or other edit that doesn’t fit your brand.

Build a WordPress site (or pay someone to build you one) instead of having a custom website designed from scratch. WordPress offers hundreds of themes, both free and paid, that allow you to find a look that fits your business. You can customize your site extensively, even if you don’t know how to code. Build a beautiful, user-friendly site on a much smaller budget that will serve your customers and potential new customers well.

Do It Yourself But Don’t Hurt Your Brand

With the internet, there is more information and tools at your fingertips then ever before. You can handle a lot of tasks for your business yourself, but be honest about your capabilities. Don’t try to DIY something that ends up looking cheap or unprofessional and hurts your brand.

Take photos of interesting sights when you’re out and about to use for future content. It’s nice to be able to use your own photos and not have to worry about finding stock photos like we mentioned earlier. If something captures your eye, take a photo. You never know what will be a good fit for a future blog article or social post.

Can’t afford a professional video crew or photographer? Ask a friend with a steady hand to film a short video of you talking about your business or take some pictures of you in action. The cameras on most smartphones today are high tech, so you can still look professional while staying in budget.

While we’re on the subject of creating content, there are a number of free, online tools to help you create a variety of content types. Create GIFs, convert videos to GIFs and edit images with EZGIF.com. Find out what colors are on a website or in an image with Color Combos or ImageColorPicker.com. View vector art, find free fonts and much more at PRISM. Create videos with Adobe Spark or Animoto.

Know Your Tools, Capabilities and Limitations

We’re not trying to dissuade you from hiring a professional. At some point, you’ll come across a situation or project where you need professional skills and expertise. However, we understand that budgets can be tight for small businesses and startups. It may make sense to handle as much as you can internally for now until you can afford to outsource tasks and free up your time to focus on why you’re in business.

If that time has come for you or you’ve hit your limits with your marketing efforts, let’s talk. We offer professional services and experience at affordable rates, so that time may come sooner than you think. Have a question or looking for a specific tool? Ready to recommend another affordable tool? We’d love to hear from you in the comments below.

A small business owner thinking big (on a budget),
Jaime

Let’s connect! Say hello on social, share your favorite affordable business tools or ask us a marketing question on the platforms below.

Power of the Pen: 5 Steps to Writing That Produces Results

Making a list and checking it twice? You’re busy preparing for the holiday festivities, so we’re here to help. Download our free writing guide, The Power of the Pen: 5 Steps to Writing That Produces Results!

Download our free writing guide!

Are you expected to contribute to your company blog? Are you establishing yourself as a thought leader in your industry?

More people are expected to write today than ever before, but some people just aren’t comfortable with the written word. We hope this writing guide helps you become more comfortable with your craft and achieve the results you want.

While you’re here, check out our writing-related blog posts, or peruse the CCC blog for fun, insightful content on writing, marketing, social media and the small business experience. Have a question? Leave it in the comments or contact us, so we can get you an answer.

Of course, some people would rather focus on what they do best and leave the writingmarketing or social media to someone else. If that’s you, we’d love to help. Let’s talk to see if we’d be a good fit for you.

Cheers to quality writing and a wonderful holiday season!

CCC’s head writer,
Jaime

Let’s get social!

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50 Things I’m Grateful For, Summer 2018 Edition

The tradition continues. Each year since 2012 (the year I started CCC), I’ve published a list of 50 things I’m grateful for. This isn’t a 5-minute exercise. I create the list over the course of weeks or even months. Oftentimes, I’ll jot down an activity I’m doing or a memory triggered by a conversation or passage in a book. What are you grateful for?

Celebrating CCC's 6th anniversary in the office

My business, Clearly Conveyed Communications, turned 6 in May. That’s something to be grateful for!

 

50 Things I’m Grateful For, Summer 2018 Edition

  • Coffee shop patios on overcast, stressful days
  • My smartphone — and the mobility it provides
  • Rare moments that I can put my phone away
  • Ocean waves crashing
  • Playing with my nephew
  • Meeting fellow KSU alumni
  • Handwritten cards, letters and notes
  • Instagram Stories
  • My niece, who’s growing into another strong Shine woman
  • Stephen King

  • Lifelong friends
  • Fireworks on a summer night
  • Listening to the orchestra
  • Firetrucks in parades
  • Brands who own their voice
  • 80’s movies
  • Classic rock
  • Finishing a workout and feeling strong
  • Linda by Chuck Close
  • Rollerskating (and Roller Derby)

  • Capturing a moment — in picture or prose
  • Creating content
  • Solving problems
  • Reliable technology
  • The power of putting pen to paper
  • Traveling for pleasure
  • Experiencing different cultures
  • Taking a journey in a book
  • Donating plasma to those who need it
  • Exploring trails

 

A lake view

I love water views — while working, relaxing or contemplating life.

 

  • Water views
  • CCC’s 6th anniversary
  • Small victories
  • Eating tacos on a patio on a beautiful, summer day
  • Sipping a latte
  • Long weekends
  • Touchscreen devices
  • Solving WONDERWORD, crossword and other word puzzles
  • Different viewpoints
  • Aha moments

  • Pocket, Evernote and other productivity apps
  • Mesmerizing stories and storytellers
  • Editing and revising a rough draft into sharp content with a clear message
  • Vegetarian enfrijoladas
  • Family
  • Outdoor concerts and movies
  • A night at the ballpark
  • Food carts and street food
  • Reaping the fruits (and vegetables) of a garden
  • Strong women

That’s my list for the summer of 2018. Take a moment to think about what you’re grateful for in your life right now. Share your list, however long or short, in the comments or leave a link to your own post. Writing down what you’re grateful for is a powerful exercise to remember to count the blessings in your life.

So, what are you grateful for?

Counting my blessings,
Jaime

Let’s connect:
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Vlog: Showcase Your Event in a Show Daily

Last week, CCC was in Indianapolis creating content and getting social with over 34,000 firefighters from around the world at FDIC International 2018. In addition to impressive signage and booth displays, we picked up another cool idea — a Show Daily.

This tabloid-sized publication shared highlights from the previous day’s events. It’s also a great way to feature sponsors, hot/new products and actionable takeaways for attendees to follow up on during or after the show.

A practical piece that also serves as a memento from your event! How can you utilize a Show Daily?

Super Bowl 52: Winners and Losers on the Big Stage

What a game! I had no rooting interest on the field this year, so I was happy to enjoy the back-and-forth action that went down to the wire. Congratulations to the Philadelphia Eagles on the franchise’s first championship! Now let’s move on to the competitors who paid big bucks to catch a piece of the action — and the audience’s purchasing power.

Icelandic Vikings on The All-New Ram 1500

Winners

  • The Ram Trucks commercial had it all: natural product integration, a journey to the Super Bowl, a compelling story, great music and a not-so-subtle jab at the home team. It even contained a strong call-to-action (CTA), inviting viewers to watch the full story on its website.
  • “It’s a Tide ad.” A laundry detergent company won the Super Bowl. Tide ran a commercial in every quarter telling viewers how every other ad was actually a Tide ad. Its efforts spilled over to social media, as other brands started to join the conversation, realizing their own ads were actually Tide ads. What’s even better than telling a great story? Other people (and brands) telling your story for you. Plus, Tide’s dominance helped take attention off the ridiculous Tide Pod Challenge, which the company only mentioned on social (smart move).

  • Doritos and Mountain Dew joined forces in the rap battle to end all rap battles. Peter Dinklage (Doritos Blaze) and Morgan Freeman (Mountain Dew Ice) showcased two new products in a joint 60-second spot, inviting viewers to vote for their favorite (#SPITFIRE or #ICECOLD) on social. And vote they did! The two PepsiCo brands won Twitter’s inaugural BrandBowl by driving the highest velocity of most-tweets-per-minute. The spot was entertaining, introduced new products to a receptive audience, integrated well with social and contained a strong CTA. Who did you vote for: #SPITFIRE or #ICECOLD?
  • Wendy’s roasted its main competitor with McDonald’s own website. If you follow the fast food brand on Twitter, its commercial continued the same sassy tone that the brand is known for. Brand voice needs to be consistent across all platforms and marketing vehicles, and Wendy’s is all in. Now millions of Super Bowl viewers know where to go for fresh, never frozen beef — and it’s not the Frozen, er Golden Arches.
  • The NFL had a long and controversial season, but the league was a big winner on Super Bowl Sunday with a thrilling game and epic commercial. Eli Manning and Odell Beckham, Jr. have big plans in Touchdown Celebrations to Come. The league teased the commercial throughout the game, piquing the audience’s interest, and then nailed its moment (just like Eli and OBJ did). This campaign had it all: nostalgia, a big market team, two popular stars, an iconic movie and a reminder there are more touchdowns to come next season, which isn’t that far away.

Iconic FDNY (Fire Dept of New York) Rescue

  • Verizon answered the call by dedicating its Super Bowl spot to first responders. The telecommunications company connected survivors with first responders who saved their lives, so they could say thanks. It was a powerful ad that highlighted often unsung heroes and had a strong connection to the brand. (This is important with any ad to avoid a disconnect with the viewing audience.) Listening to the phone calls between survivors and first responders made us smile, and we join with Verizon in offering #AllOurThanks to first responders everywhere.
  • Budweiser highlighted its corporate responsibility efforts by showcasing its water donation program. The King of Beers has delivered cans of water to areas hit by natural disasters for 30 years and is adding another brewery to its program by the end of 2018. The company’s social platforms carried the message further, inviting visitors to learn more about its program and donate to relief efforts. The initial notes of Stand By You grabbed viewers’ attention and the heart-warming (and timely) message made us feel good, even without its famous Clydesdales. (Don’t worry, the famous Clydesdales did appear in Beer Country online.)

Losers

  • How does a company win and lose in the same game? Ask Ram Trucks. The company’s Icelandic Vikings commercial was a hit, but its Built to Serve ad fell flat — and offended many. We appreciate the brand’s attempt to create a sense of community among its customers and highlighting their call to serve, but using Martin Luther King, Jr.’s speech was not the way to go. The brand’s 2013 Super Bowl commercial utilized Paul Harvey’s So God Made a Farmer speech in a similar format, which made sense — and was a hit with the audience. It’s tempting to try to recreate the past, but that’s a risky proposition, especially when you fail the second time around.
  • Ditto, T-Mobile. The mobile company likes to be seen as disrupting its industry, but missed the mark with its Super Bowl ad, Little Ones. I was surprised when the logo appeared at the end of the commercial and saw no connection to the brand or what it does. (Note the contrast with Verizon’s ad, which utilized its capabilities to do good and won with viewers.)
  • The all-new Chevy Traverse is a well-designed family car, and its commercial does a fantastic job of highlighting that. Unfortunately, this ad has been running for at least a month. Why spend $5 million on a media buy to run regular content?

Honorable Mention

  • Best Continuation of Overall Campaign: Toyota, Good Odds (Mobility for All)
  • Most Improved: Rocket Mortgage by Quicken Loans
  • Target Audience Hit: Avocados from Mexico, #GuacWorld
  • Carried Over Post-Game Momentum: Mucinex, POSTGAME (#SuperSickMonday)

Overall, the ads were as strong as the game. Who was the biggest winner? The audience. Unless we were in a Tide ad too.

Do you agree with our winners, losers and honorable mention?
Who won your Brand Bowl?

I watch the commercials all year-
Jaime

https://www.facebook.com/ClearlyConveyedCommunications/ LinkedIn_2013_30x30 Pinterest_2013_30x30 Twitter_2013_30x30 https://instagram.com/jaimeshine

How To Find the Right Influencer For Your Brand

In our last post of 2017, guest blogger Tanya Sen shared Why Influencer Engagement is Important in Digital Marketing. Partnering with an influencer can boost your digital marketing efforts, but you need to put together a plan before diving into a relationship.

How To Find the Right Influencer For Your Brand by Clearly Conveyed Communications

A Partnership Made in Heaven… or Not

The success of your influencer marketing efforts will hinge on who you partner with. Is this individual or group a good fit for your brand? Will your audience — and theirs — believe the influencer uses your product or service? If not, you’re unlikely to see any real return on investment (ROI) from your efforts. The influencer’s posts or ads may draw high engagement due to his or her star power, but it won’t carry over to your brand.

Who Is An Influencer?

When you think of an influencer, you may think celebrity, but that’s not always the case. Especially in B2B marketing, it helps if your influencer has clout or expertise in your area or some type of tie-in. For example, uni-ball® partnered with legendary identity theft expert, Frank Abagnale, to promote the tamper-resistant ink in its pens. Abagnale’s story was told in Catch Me If You Can, and he now works with the FBI to help them catch identity theft criminals.

Micro-Influencers May Deliver A Big Win

When you’re looking for the right influencer to partner with, look closely at your loyal supporters or key personalities in your niche. This person may not have a massive following on social, but you’ve noticed he or she has an active audience interested in what you do — and this micro-influencer’s opinion on the subject. You may have found yourself a partner who can help drive your digital marketing efforts even though he or she has fewer than 10,000 followers and no celebrity status.

“Micro-influencers deliver 60% higher campaign engagement rates; moreover, those campaigns are 6.7 times more efficient per engagement than those with influencers with larger followings.” -Ismael El-Qudsi, MarketingProfs

Look For Star Power In-House

You may find the perfect influencer for your brand in-house. Do any of your employees have a special relationship with your audience? Whether through a memorable personality or exceptional service with a smile, one or more of your employees may be an ideal influencer. In addition, an employee advocacy program can help your employees become more comfortable sharing your content on social and promoting your brand.

“In an average company, only 3% of employees share company-related content, but they are responsible for driving a 30% increase in the content’s total likes, shares, and comments.” -Katie Levinson, LinkedIn

Integration Is Key

Wherever you find an ideal influencer, integration into your brand messaging is key. It’s not enough to pay someone — famous or not — to post about your products and services. The partnership needs to “fit” and feel right to both audiences. Launching a new product or refreshing your brand? Bring in an influencer early on and integrate him or her into your marketing plans. True integration brings authenticity and better results.

Summary

Influencer marketing can drive your digital marketing efforts — and sales — to new heights, but take the time to plan your strategy before jumping into a relationship. Don’t get wooed by a trendy celebrity or hot fad that doesn’t make sense for your brand. Do your research to find the right fit, whether it’s a micro-influencer, employee or thought leader in your field, and remember to integrate your influencer into your marketing efforts and overall brand message to increase your chances of success.

What celebrity/brand partnership works well? Is a bad fit?
Has a micro-influencer helped boost your sales or encouraged you to buy?
What employees influence your purchasing behavior at a company?
What brands do a great job of integrating influencers into their overall marketing efforts?

CCC’s Chief Influencer,
Jaime

https://www.facebook.com/ClearlyConveyedCommunications/ LinkedIn_2013_30x30 Pinterest_2013_30x30 Twitter_2013_30x30 https://instagram.com/jaimeshine

3 Ways To Capitalize on Marketing Trends in 2018

It’s that time of year: everyone is publishing their thoughts on the next big things in marketing. We’ve been keeping an eye on a number of projected trends for 2018 and year-end reviews from 2017. Here’s our take on how your business can capitalize.

3 Ways to Capitalize on Marketing Trends in 2018

More Quality, Less Quantity  

(We’re hoping) 2018 is the year that content marketing gets real. Due to budget cuts and information overload, along with some aha moments, brands started to spend more time creating and curating valuable content last year instead of sticking to rigid, conveyor belt-like content calendars. The result? Their higher quality content performed better even though they produced less of it, often much less.

“In 2017, our team cut email volume in North America by 50% while increasing engagement by 28%. That’s wild.” -Jon Dick, Hubspot

We’ve all been there. You need to send an email out tomorrow morning, and you’re running behind due to producing so much content. So you throw something together to stay on schedule. Stop. What value does this marketing email deliver to your recipients? What should they take away from it? If you can’t answer those questions, neither can your audience. (p.s. We’re not telling you to throw away your content calendars; just have some flexibility and keep your ultimate goal in mind.)

Less time spent churning out content creates more time for testing, analyzing data and developing or fine-tuning your strategy, including distribution.

Remember the Basics (Even in Our Brave, New Digital World)

Yes, social media and digital marketing have changed the game, but marketing basics still apply. Always keep your big picture in mind. Why are you in business? What are you ultimately trying to accomplish? Every marketing action should support this goal. Keep it in mind as you review your marketing plan or recent efforts. If you’re frustrated by your results, take a fresh look at what you’re doing. Could you achieve more with less? Is your audience on another platform, or have their contact preferences changed? It may be time to take a closer look at your buyer personas (or create them in the first place).

This sentiment was the basis for an article we published last year, Understanding Social Media Etiquette with Real-World Scenarios. We understand that social media and the digital realm can seem confusing and overwhelming at times, but it helps to take a step back and consider your actions in the real world (i.e. offline).

Get Personal — With a Human Touch 

Technology has improved marketing’s capabilities by leaps and bounds, but we can’t forget to add a human touch. Automation, chat bots, facial recognition, big data and more have allowed us to personalize a customer’s experience more than ever, but there are drawbacks too.

“All the pieces are now in place: AI, individualized personalization, emotional targeting, predictive marketing, automated creative generation, cross-device identity, location tracking and facial recognition.

This can delight some consumers and freak out others. So, a key skill for the best digital marketers will be understanding when to back off.” -Barry Levine, MarTech

Remember to be human when interacting with your audience online (and remember to interact with your audience in the first place). People like to do business with people, not faceless brands or companies. This is an area where small businesses have an advantage, as they can easily put a face behind the business name.

Use automation where you can to be more efficient, but don’t automate a human touch out of your online marketing efforts. Data can point your marketing in the right direction, but it requires human analysis to get there. Personalizing a buyer’s journey is fantastic, but don’t get creepy. Where is that line? That’s where you — and your human insight — come in.

Summary

While it can be tempting to jump on every trend or new platform, take time to think about your situation. What works for others, including well-known personalities, may not work for you. Focus on producing quality content that provides value to your audience, even if takes you longer. Mix your high-quality content with valuable content you curate from other reputable sources (and give them credit). You may be amazed at what you can accomplish with less.

While you’re focusing on creating high-quality content, remember marketing basics. They still apply in today’s high-tech, digital world. Social media has taken over marketing strategies everywhere, but it’s still a form of communication. Don’t forget to get social with your audience instead of just broadcasting content.

While you’re getting social, you’re being human — and that will continue to be a major part of marketing in 2018 and beyond. Technology is fantastic, but don’t get carried away. Add a human touch wherever you can, especially when interacting with customers, prospective customers and community members.

Good luck with your marketing efforts in 2018! We love to see companies doing marketing well. Have a question or need help with your efforts? Comment below, or contact us so we can help you communicate with your target audience.

p.s. Wondering about influencer marketing? We published a guest post, Why Influencer Engagement is Important in Digital Marketing, last week, and we’ll be following it up with a closer look at influencer marketing in 2018 next week.

A marketing (and espresso) aficionado,
Jaime

Let’s get social!
https://www.facebook.com/ClearlyConveyedCommunications/ LinkedIn_2013_30x30 Pinterest_2013_30x30 Twitter_2013_30x30 https://instagram.com/jaimeshine

 

 

 

 

Why Influencer Engagement is Important in Digital Marketing

Editor’s Note: We’re excited to welcome Tanya Sen as a contributor to the CCC blog! Enjoy her article below on the importance of influencer engagement in your digital marketing strategy, and learn more about her at the end of the article. If you’d like help with your digital marketing strategy, contact us so we can discuss your needs. Thanks for your support all year long, and have a happy, healthy and prosperous 2018!

social media on a smartphone

To be successful, companies and businesses have to constantly innovate and come up with marketing strategies that will deliver. These days no marketing plan is complete without a digital marketing strategy. The impact of digital marketing in generating brand awareness is tremendous, especially if you can get the right people talking about your brand.

These people are called influencers, and their recommendations and reviews carry a lot of weight with their audience. Influencers are any individual or group who can sway the sentiments of their audience in a certain direction regarding a person, brand, idea, or business.

Here are few ways in which an influencer will be able to boost your digital marketing efforts.

  1. Influencers enable you to reach out to a wide and loyal audience

The biggest advantage of communicating through an influencer is that you reach out to a wide audience. More importantly, this audience follows the content that the influencer puts out. So, if an influencer mentions your brand name, talks about it or retweets or shares your posts, they are amplifying your brand communication.

  1. Influencers help you to build a good network

Influencers help you to build a good network in multiple ways. First, whenever an influencer sends out any content, it generates a lot of conversation and discussion among their followers, which can lead to more brand-building. Not just that, they share or retweet these posts which means that your audience multiplies, increasing your visibility.

Second, through these conversations you can also identify other influential people. They can in turn influence their own audience’s opinion of your brand, resulting in a snowball effect and reaching a wider audience.

  1. Influencers deliver engaging content

In a survey conducted by Vocus and Brian Solis, 62% of the respondents said that they follow an influencer because of the content they create. Quality content is crucial to any marketing campaign. When you collaborate with influencers, they can create unique content to spread the message about your brand or product. And the best part is the audience is much more likely to engage with this content!

  1.  Influencers have established credibility with their audience

Another important factor that contributes to the large following of influencers is credibility. The expertise these individuals hold in a particular field combined with the good relations they maintain with their audience makes them reliable to people. Their opinion of your brand will most likely become the general opinion among their audience. A positive word from an influencer can do wonders for your brand.

  1.   Influencers are up to date with the latest trends and insights in their fields

Influencers are usually aware of the latest trends of the evolving social media platforms. They tend to be among the first to try these new trends, to discover new platforms to reach and engage with their audience. Through them, you too can get acquainted with such new ideas and employ them to interest prospective customers.

 

Author bio

Tanya Sen, Freelance Blogger

Tanya Sen

Tanya Sen quit her well-paying job to follow her dreams and become a writer. She is now creating and managing digital content to build relationships for organizations and individuals. Tanya is an avid traveler, having visited more than 40 countries. She loves to cook and try different cuisines. She now lives in Goa, India.