strategy

Watch Your Tone!

Leave a comment

Ever been checking out a brand’s Facebook page and noticed that their posts are obviously being written by a couple different people?  Yikes! That’s no good. With strapped marcom budgets, reduced staff and large workloads, many brands rely on several different people to post to their social pages and profiles.  How can can a brand ensure that all the people posting on behalf of the brand are singing in the same voice rather than their own?

Each person posting needs to understand and embrace the brand’s personality.  Is the brand formal or more casual?  Is the brand fun or serious?  Ultimately, the brand’s personality needs to be determined by the executive team and everyone, from the top down, needs to buy into it. Once the brand’s personality has been established, the marketing team needs to figure out how to marketing materials will reflect it.

Continue reading →

Advertisement

An SEO Boost from Google+

Leave a comment

All marketers know that SEO is important.  But what’s a marketer to do if he/she doesn’t have the ability to update website content and metadata on the fly to improve rankings? Sounds like crazy talk, right?  How would a marketer NOT have that access?  Sometimes websites, especially very complex ones with many integrated systems, live in IT instead of Marketing and any changes to website content or metadata need to follow a formal request process.  So what’s a marketer to do to improve SEO?  Head to Google+!

I know, I know.  You’re saying, “WHA??? But no one uses Google+ except for IT peeps, marketing/social media geeks and photographers. Why would I spend my time and effort there?”  It can certainly be frustrating to invest the effort in a social platform where audience growth is slow and engagement is few and far between.  While G+ doesn’t have nearly the usage that Facebook does, there are still millions of people who use the social network each day.  According to a recent New York Times article, Google says that the platform has 540 million monthly active users, which does pale in comparison to the 1.2 billion who visit Facebook.  But the real value of Google+ is in the SEO weight it carries.

Continue reading →