Category: PR & Strategic Communications

Every social media post develops your voice.

Now more than ever, a brand can directly interact with its target audience. Creating a unique voice for social media helps distinguish your business and puts it in a better position to rise above the noise.

What is a brand voice?

Even if you are not familiar with the topic, you start to notice a different tone from each account by simply scrolling through social media. A youth-focused brand may use more playful language and images, while another business might communicate more directly.

Your voice is part of the brand itself in the eyes and ears of intended audiences. It interacts with the public across the digital landscape, beyond design and other types of messaging.

A voice can build connections with your audience, encouraging engagement and interaction. A study by Customer Thermometer found that 65% of customers emotionally connect with a business when engaging with their brand. You can tap into that connection to increase trust and awareness of your brand. When on social media, people want an authentic approach – after all, your content is on the same news feed as their friends. The goal of developing a unique voice is to develop a memorable brand and establish lasting connections.

Take time to brainstorm

Sit down and develop a strategy. Write down what makes your company unique and identify audiences to target.

Who are you trying to reach? That is one of the most critical questions when determining your voice. Leverage a social media management tool or use native analytics on each platform to measure demographics for every page. Facebook, in general, may skew older than other platforms such as Instagram.

From this data, you can see your current audience and compare that to your target demographics. Adjust your tone on social media to engage a different audience, if needed.

Use language audiences can understand

When creating content for a business, it is easy to fall into the trap of using language specific to your industry. To expand your audience, avoid jargon and write from the reader’s perspective.

People are less likely to interact with a brand if they feel like they are being sold something. Create content that adds to the existing conversation online. Social listening tools are a great way to measure what people are saying about a brand.

Social listening allows businesses to track, analyze and respond to conversations about their brand and the entire industry on social media.

Consistency matters

The voice is your brand’s persona, and it should stay consistent. Tone, however, can change from platform to platform.

Just think of it as how you act in different settings. With friends, you might be a little more casual. That is your voice for Instagram. In a business setting, you are more professional, use that language for LinkedIn. Even with these tweaks, the messaging should still sound like it is coming from one “person.”

Be careful not to make your social media only about the brand – engage with the community.

Check the data

Developing your voice should not just be a one-off venture. It should be reviewed and analyzed on a regular basis.

Analytics is everything when it comes to social media. Measure your outcomes, including engagement and impressions, on a weekly and monthly basis. Make slight adjustments to your voice and tone based on these metrics.

It may take some time but developing a voice for social media will elevate your brand above the rest.

Working in communications, particularly in a resource-stretched federal agency, requires tempered expectations. Pitches fall flat. Events garner scant coverage. Opportunities get away. But, if you find that you have more failures than successes, it might not just be bad luck. You may have skipped the foundational work required for regular success. You developed a plan for implementing a list of communication tasks; you needed a strategic communications action plan.

There’s a reason why successful strategic communications plans begin with the RPIE (Research, Planning, Implementation, Evaluation) process; it works, as testified to by the Public Relations Society of America. Traditional (and often unsuccessful) communications plans tend only to address planning and implementation, and rather insufficiently, I might add. Most communications professionals can identify topics to talk about, plan public events, write a social media calendar or pitch a story. But that’s not a strategic communications plan. It’s hardly a plan at all.

When I think about strategic communications and the RPIE model, it brings to mind a term from baseball: repeatability. Repeatability refers to a pitcher’s delivery to the plate using the same motion, every time. It doesn’t come naturally to every pitcher. But, with practice, a repeatable delivery ensures accuracy (and helps to avoid injury). You’re putting the ball where you want it—hitting your spots, as they say—and staying away from the middle of the plate, where a good hitter will make you look bad almost every time.

By first focusing on Research, it ensures that you know the terrain. Different plans will require different types of research, some more analytical than others. But by drilling down to better understand issues, policies, needs and audiences, you’re creating a strong foundation for your strategic plan.

The RPIE model also demands a more rigorous Planning phase that identifies measurable goals, objectives, audience segments and targeted messages and strategies. Aligning all of these components and using various types of paid, earned, shared, and owned (or PESO) content will help you reach your audience on multiple levels with a direct call to action.

Only by taking those first two steps will Implementation yield effective outcomes. You’ll suddenly find that you’re reaching your intended audiences more effectively because you’re offering informed arguments and connecting with them where they live.

Finally, a meaningful Evaluation of your plan can occur because you set measurable goals. You will better understand why your plan performed a certain way and can adjust accordingly. Likewise, you can now adequately illustrate for your leadership a solid return on investment for your public affairs initiatives.

Strategic planning that follows the RPIE model is effective. It also takes time. I’ve worked in some of the busiest, most demanding communications environments on Capitol Hill. Time is precious. But moving forward without a strategic plan is wasted time and effort. When supporting federal agencies, I saw press officers hammered with media inquiries, buffeted by unkind news cycles and short on resources. But often the reason for all that frenzy is the lack of a plan. If you invest your time and resources in making one now, you’ll always find yourself ahead.

Due to the sometimes confusing and complicated nature of your work, the general public doesn’t always understand the message you want to get across. Fixing this problem requires creative thinking to develop unique ways to transform technical terminology into easily digestible, engaging content everyone can understand and want to read. See, when your audience goes from ‘huh?’ to ‘oh, I get it!’, they’re more likely to engage and that’s a huge win for you!

Tech-y subjects like number analyses, system functions and legislative action don’t always draw attention from audiences more interested in current events, such as the next big sale or what streaming show to watch. You need to make important messages stand out in a sea of cute puppy and baby videos. The content needs to drive a serial Instagram scroller to pause the way they did when a gossip magazine announced Channing Tatum and Jenna Dewan broke up. It must gain engagement and reach the way the blue or gold dress took over the internet in 2015. So, that begs the question, how do you turn technical and complex topics into compelling material to capture eyeballs and encourage clicks?

First, you have to take it back to basics – do the research! You need to understand your target audience and what motivates them. Audiences, of course, can range from teenage TikTokers to parents to high-powered CEOs and any other population in between. Each one of these groups find different things that appeal to them. Find those things, note them and use them!

With this new knowledge on your audience, you should begin translating the technical language into content they will understand and actually care about. To do so, look through the text and data to find the ‘pearls’ – those key points and messages you need to tell the story and appeal to the audience. Use the story to connect the data and technical terms to them personally to tell them why they should care. Use your team to talk through the subjects because, more often than not, speaking through a complicated matter simplifies it for you and generates more ideas on how to communicate it.

As you ponder the story with your team, ask yourself two questions: what do I want the audience to know about this topic? And, what do they need to know? Ah yes, the age-old debate – wants vs. needs. Once you understand that the audience does not NEED to know everything you WANT them to know to drive them to act, you can quickly transform your jargon-riddled content into a piece that’s easier to read and understand for the layman.

With the work, research and debate complete, you need to take a trip to math class. Communicating technical subjects relies on a simple equation:

Important, Simplified Content + X = An engaged audience who gets it!

X is the makeover you give your drab technical language to make it the coolest, most popular kid at the party. Now, this elusive X can be many, MANY things. For example, X can include the use of colorful graphs to communicate technical data or illustrations and motion graphics to break up long blocks of text to create visual interest. X could also include condensing information into a cohesive series of materials or relaying information through videos or social media. Once you determine the X in the equation, your method then needs to be two-fold: grab attention and then capitalize on that moment the user has given you.

While we know it can be daunting to transform massive datasets, 13-letter words and long, descriptive paragraphs that would make a rocket scientist’s head spin into something compelling and engaging, it really is as easy as solving for X. Finding the perfect X is a team effort. It includes trial, error and collaboration – a true experiment.

Translating technical content into a story the general public can read, understand and relate to is challenging. As a writer, making personal connections and analogies to the subject matter allows for further understanding of the technical topics. If you relate to the content, you can help your readers understand it too.

Learn more about our X by checking out some of our work!

As a business owner, there’s a lot to think about these days amidst the COVID-19 virus pandemic sweeping across the world. For possibly the first time in a century, we all, together, stopped. Stopped going to school, seeing friends and family, enjoying live sports, travelling and unfortunately for some, working. We now only know an essential versus non-essential lifestyle. While businesses in both categories swiftly found solutions to modify goods and services, keeping the consumer, health and safety-first model a priority, many still face tough times as we all navigate the evolving landscape together.

At A. Bright Idea, one of our main core values focuses on flexibility. As a small business, we remain nimble to the needs of our clients, but more importantly during times like this, we show increased flexibility to the needs of our team, families and the communities we serve.

Within that same core value, we recognize the critical need to apply a proactive flexibility stance toward the future. When quarantine and stay at home orders wane, allowing people to return to work, school and normal activities, businesses small and large who start planning and investing in ways to stay relevant in the next phase now will see an easier transition when the time comes.

Here are five quick and easy tips to communicating your flexibility and proactive planning to audiences:

1. Send a personal message to your clients, partners, customers and friends letting them know how you’re doing, the decisions you made amid the crisis, words of encouragement and consultation. Sign it. Make sure it comes from you by using a personal email address. Don’t have a long email list? Mailing a note works too.

2. Leverage the power of social media and the increased digital impressions flooding the Internet to connect with consumers longing for that connection. Take the opportunity to teach people with tips and how-to posts or give advice. Share and comment on other content your audiences might find helpful. Respond to other’s posts and don’t forget to let the human element come through in your content. We’re not in a time of hard sales, but authentic connection does lead to top-of-mind relevance which can benefit sales in the future.

3. Depending on your goods and services offered, consider adapting an e-commerce option for your audience to use during this adjusted business environment. Consumers still want to make purchases and support businesses. Fortunately, getting an e-commerce function running is fairly easy with services like Shopify and Square which can seamlessly sync with your website. Your flexibility with this adjusted way to buy and interact could mean revenue build up!

4. All of this connection through personalized touchpoints, social media and e-commerce means your business website needs to appear up-to-date, eye-catching and easy to navigate. Now is a great time to tackle that website update you’ve continually put on the back burner. Consider the user experience. Look at other websites and find what you like. This does not need to mean a complete overhaul. Little tweaks can make a big difference. Just ask us – we’re constantly tweaking our site based on the needs and wants of our clients!

5. Budget for advertising! No, you don’t have to put money into advertising right now but come up with a tiered strategy that will help you launch into the next phase of business as we come out of the pandemic. Thinking about the strategy now, means you’ll be ready to put it into action when the time comes.

Trust us when we say we understand the endless thoughts and considerations that come with business management during a situation like COVID-19 but we remain encouraged ourselves by these tips to staying relevant and connected with our audiences at any time or phase. Just remember – flexibility and proactive planning. Plus, your ABI family is here to help in any way we can. You can find us on our cell phones, email and social whenever you need us!

Looking for more information about website design and features? Check out Website wisdom: The keys to a successful site.

Now more than ever, businesses use social media to promote and build trust in their brand, reach new customers, provide customer service and sell products. Individuals use social media to consume and share content, both written form (like this blog…please share it btw) and visual form, interact with friends, family and brands, meet new people and in some cases, build their personal brand.

There are a lot of fish in the social media sea, so it’s important to leverage channels like Facebook, Instagram, LinkedIn and Twitter to expand your business’s audience. That starts with having a strategy in place and a path forward. Here are three tips to really harness social media for everything you can:

1. Make the Most of Your Content

2. Engage with Others

3. Be Authentic

In each tip, I’ll also give some actionable takeaways for you to use right away. Let’s get started.

At the basic level, social media is free and even when it’s not free, it’s arguably the most cost-effective way to promote your brand. A consistent presence on social media allows a brand to reach people at all times of day, every day of the week.

Every business and personal brand fights for attention online so if you want to stand out from the crowd, you need effective content with a long shelf life. In other words, take whatever you’re doing and make it go further. Develop a strategy specifically catered to your piece of content that will help leverage its reach on social media.

ACTION ITEM: Think of your brand, your story, your products. Come up with a big story to tell people about your brand. Tell the story of one of your best products. Try developing that story into a written piece of content or a video. From there you can do a lot of things to squeeze as much of that juice as possible out of that big piece of content. Here’s a quick reference list:

• Break content into smaller pieces to share on Facebook, LinkedIn and Twitter as separate posts.
• Create graphics for each smaller piece of content using a free software like Canva. Let the images do the talking. Shares are a great metric to measure on social and these are super-shareable on Instagram stories and Twitter.
• Tell your stories in 15-second clips on Instagram Stories. To up the authenticity factor, use your phone to record and post (more on being authentic later).
• Break videos into shorter vignettes and post to all channels.
• Create a list of hashtags to use on Instagram and Twitter to help expand the reach each time you post. However, beware of banned Instagram hashtags that can downgrade your posts.

One of the easiest ways to ensure audiences know you’re legit is to talk to them. Talk to them as if they just walked in to your branch, as if they are next in line at your deli counter or if they just took a seat at your bar.

We all know social media is a communication tool. We communicate everything, the best and worst moments in our lives. But for a lot of businesses, they post content for the day and forget about it, only coming back to post more the following day, never taking the time to take their communication efforts a step further.

That’s the short game, it’s fairly easy and doesn’t take much time. But if you’re trying to build a brand using social media, play the long game. Post your content but also take time to comment, answer questions, pose follow up questions and say thanks. In fact, if you really want to measure how well any one post is doing on Facebook, for instance, see how many comments it received. At this point in the history of social, meaningful engagements are more valuable than the likes anyways.

ACTION ITEM: Talk to people using social media. By either starting conversations around a product or trend or carrying on the conversation based on comments you see from your audience, taking the time to talk to people will pay off in the long run. Here are a few things your business or brand can do to engage more with others.

• Respond to comments on posts. In a world of people waiting to speak, it’s nice to know some people are taking the time to listen.
• Search hashtags relevant to your brand and like/comment on posts of others.
• Use the ‘ask a question’ feature on Instagram stories. Create a story the day after, answering some of the questions.
• Retweet relevant content your audience might like on Twitter.
• Share content that is meaningful to your audiences; don’t always be self-serving.

They can smell it, inauthenticity. It stinks and most people using social today recognize it quickly and move on.

Authenticity also falls in line with engaging others and can lead to increased attention for your brand.

Authenticity is #winning in 2019 and will trend that way for the foreseeable future. Why? Because in a world of fake news, fake accounts, fake lives, chatbots, AI and more, people yearn for authenticity. Dwayne Johnson, aka “The Rock,” wins on Instagram not simply for his rugged good looks but because he talks to his fans and lets them peek behind the curtain, just a bit, which keeps fans super engaged.

ACTION ITEM: “You do you” is a good mantra for this tip. Being authentic means being yourself and making sure your brand is represented well on social, so when a customer walks through the door, they know exactly who they are doing business with and what experience they can expect from you. Here are a few things to try to be more authentic.

• Share in-the-moment photos of your products, your store, your employees and even your customers using Facebook and Instagram stories. Tell your audience about everything that makes your brand special.
• Instead of always talking to people through text posts, use video. Don’t be afraid to use video, live or pre-recorded, straight from your phone, to say hi, tell people about a promotion they should check out, explain a product or even tease a new Try video content on LinkedIn. The platform has the capability, but not many people leverage video there yet. You should.
• Share user-generated content. If someone posts about your product, at your location or mentions you on their feed, tell people about it! Consumers trust other consumers who trust you.

Conclusion

If you’ve made it this far, you must really be serious about making changes to how you’re leveraging social media this year, which is awesome! Each of the tips I covered are important, but they don’t all have to be done at the same time if that’s not possible for your business.

Before you make any moves to implement these strategies, empty the dishwasher, wash the car or do whatever it is that produces your best pondering, wondering, thinking cap. Consider your goals, audience, brand, core values and everything in between to help you decide what you’re going to tackle first and the strategy you’ll employ.

If you still have questions about any of the strategies covered in this article, I encourage you to start practicing good social media by reaching out to us on Facebook, Twitter, LinkedIn and Instagram. We’re here to help!

There’s a lot more to media relations than having a great story. You may know what you want to say, but if you don’t know how to say it or who to say it to, then your pitch will turn into a swing and a miss.

Like all communication tactics, media relations requires strategy. No matter how much the industry continues to evolve, these 5 fundamentals will always remain the same.

1. Keep the audience front of mind

Whether pitching about a product or person, an innovation or an accomplishment, think about the pitch from the audience’s perspective. You have to consider media outlets and the readers, listeners or viewers of those outlets as your audiences. The pitch must deliver exciting, useful information or a unique story for media outlets to share with their audiences. If the product or story doesn’t appeal to the outlet’s audience, it’s not going to appeal to the outlet.

2. Spend time reading, listening and watching

Spend the time to read, listen to and watch your targeted media outlets. Know who they talk to and how to create a pitch customized for their target audience. The time spent researching on the front-end will save you from wasting time sending pitches to the wrong outlets and contacts. Better your chances of breaking through the clutter by sending a pitch that’s spot on.

3. Pitch with a purpose

A pitch should answer two questions — why would the media have interest in this story and why is this story better than the other 500 pitches the outlet received that week? Until you can confidently answer both questions, the pitch is not ready. Before you begin crafting your pitch, ask yourself — how will/can the news or product you’re pitching affect the audience? How will they benefit? If the story has no legs, media reps will not only delete your email, but will more than likely also delete future emails you send.

4. Build, then foster, relationships

It’s all about connections and relationships. In order for media reps (writers, reporters, producers) to want to share your story, they must first like, respect and trust you. Securing and strengthening these relationships will come from pitching newsworthy stories and only newsworthy stories. If an outlet is looking for a particular story or expert that you can’t provide, but you know someone who can, let the reporter know. Not only will the reporter remember you, but the person you recommend may return the favor the next time.

5. Be realistic. Be patient.

Timing is everything. You have to consider the timing for the outlet and the reporter, but you also need to have a keen awareness of the trending news cycle. The topic du jour could help or hurt your pitch efforts. Stay the course and wait for your opportunity. Your story must stand out and be relevant to stick. Of course, if no one bites on your first attempt, that’s normal. A reporter you pitched today may call you back months later because the time is finally right.

Looking for more tips on successful media relations? Ask us your questions by tagging us on Facebook and Twitter.

It’s a tale as old as time. Shoppers see a promotion for “joining the club” or getting those special “members-only” benefits and then before they know it, they have more memberships than they know what to do with. Then, after just one shipment, they cancel the membership altogether. How do you keep members around for the long-haul? For wine clubs, it starts with creating brand loyalty.

What’s in your shipment?
Make your members feel like it’s Christmas morning the day their shipment arrives. Leading up to delivery, build up the excitement through emails, social media and phone calls. Make each and every member feel special, as if they are your priority customer. Personalize your packaging by including a note or brief letter. Even better – toss in some extra swag. Think of your shipment as the one piece of mail people look forward to getting. Your club members should be thrilled to receive that big box!

Create brand ambassadors
Use your shipment as an opportunity to cultivate your audience. Include fun tips, tricks and recipes that will make your members want to tell their friends and family, and include a referral discount coupon for them to pass along when they do. Go beyond just delivering a product and include a DIY experience in each shipment that features the wines. For example, with the summer shipment of Sauvignon Blanc, include a dinner recipe that pairs with the wine. Toss in suggestions for table settings that match the label and your brand colors as well as some craft supplies with an instruction card on how to turn that wine bottle into a centerpiece. If a shipment has sparkling wine, include instructions on how to saber it. If you give your members something to talk about while enjoying the wine, they will.

Make members feel special
Communication is the key to any successful relationship. Communicate with your members more often than just notifying them of their shipment. Turn the purchase into a relationship. Send a birthday card or wine club anniversary card. Call them once they receive their shipment to answer questions about the wine. Engage with them on social media by liking their posts, commenting on their activities or creating conversations through a custom hashtag. In order for your members to feel that you care, you have to show them you do.

Do you have other methods for creating brand loyalty? We want to hear them! Tag us on Facebook or Twitter to let us know your tips.