Tag Archives: Marketing

A Guide to Reputation Management

Posted on Monday, June 1, 2020 by Kate

As businesses begin to re-open in the wake of the COVID-19 pandemic, it’s more important than ever to consider your reputation management. The Internet is an incredibly powerful tool, so tread carefully as you reopen in order to protect your business’s reputation. Here are a few suggestions to help:

Your success is everyone’s success

  • The actions of each business are critical to an entire area’s recovery. It is imperative that whatever practices you put in place for reopening are followed consistently by staff members at all times. If they are not, the ramifications to your business’s reputation (and the area’s) can be harsh and long lasting. Social media makes it possible for word of shoddy procedures or unpleasant experiences to travel quickly. Do not promise cleaning or social distancing practices you will not complete or enforce. Exercise patience to the greatest extent possible while emotions are running high, as squabbles with or among customers can be harmful to your (and the area’s) reputation.

Choose your words carefully

  • The words you choose to use for your website and social posts can be interpreted politically in the current climate. It’s important to consider unintended meaning before you post or go live. Review your language to try to envision how someone on either side of the reopening debate might interpret what you’re saying and adapt your message accordingly.

Social media is powerful – use it wisely

  • It’s always a good idea to keep an eye on what people are saying about your business on social media, so have a plan to frequently check for any fan comments, direct messages and reviews. When a response is warranted, do so promptly, politely and not defensively. Apologize if you need to, but don’t get into online arguments. Wherever possible, deescalate the situation and take it offline to discuss. Be as honest and genuine as possible.
  • Make sure your contact information is up to date on your social channels, as well as on your website, to avoid confusion among potential customers.
  • However you choose to move forward with your business, make it clear in your social posts and be honest about your expectations for customers, as well as forthcoming about any new standards you are abiding by, in order to reassure them of their safety. Do not promise things you aren’t actually doing, however. Be mindful that customers will make decisions based on the expectations you set. Customers have the opportunity to judge you—quickly and easily—online.
  • And remember, the photos, videos and experiences your customers share online now can be halfway across the world in an hour, thanks to social media. What others see will influence whether they feel comfortable patronizing your business as well. Work to ensure the message you convey is a responsible one.

Keep an eye on review sites too

  • Those same experiences shared on social media will make their way to other review-based platforms as well, like Yelp, TripAdvisor and Google Reviews. Keep an eye on what’s coming in, and as previously suggested, respond promptly and genuinely without escalating any situations. Leave a simple thank you for those who leave positive reviews. Remember, 90% of consumers say their decisions are influenced by online reviews, so you want to present your business as helpful and responsive.
  • Word of mouth and testimonials are still the most trusted and used forms of marketing. Through mindful messaging and managing expectations, your customers can be your strongest advertising. Don’t be afraid to ask them to share their positive experiences at your business. Their review, comment and post can be a powerful tool in your business recovery.

Link Friday: The Safe Topics to Discuss During the Holidays Edition

Posted on Wednesday, December 20, 2017 by Kate

At Pilch & Barnet, we love travel and we love marketing. But we also love being helpful. So this holiday season, we thought we’d provide you with a list of interesting holiday fun facts you can discuss at the dinner table, in lieu of politics, religion, climate change, or you know, anything else that could start a fistfight.

Did you know…

  • A traditional Christmas dinner in Japan is Kentucky Fried Chicken? It is, of course, the result of a clever marketing campaign designed to promote the restaurant when it opened there in 1970.
  • Another fun marketing ploy – Rudolph the Red Nosed Reindeer! He came to life in a promotional booklet given out to kids visiting Santa at Montgomery Ward in 1939! (Bonus fun fact – the author considered Rollo and Reginald as names before settling on Rudolph!)
  • One of the first commercially sold artificial Christmas trees was made from toilet brush bristles – it was less flammable and better to hold heavy decorations than its predecessors – trees made from twine or goose feathers dyed green. (Extra points if you mention that Romans are currently angry over the city’s official Christmas tree looking like a sickly toilet brush that happened to cost $57K.)
  • Jingle Bells is actually a Thanksgiving song. The songwriter wrote it for a Thanksgiving performance of a Sunday School class in 1850, but it was so popular, they brought it back for Christmas. (Bonus if you throw in that it’s really about one-horse open-sleigh street races held in Massachusetts and was written in a bar!)
  • A Charlie Brown Christmas cost just $76,000 to produce back in 1965 (the modern day equivalent of $590K). Compare that to the 2015 Peanuts Movie which cost $99 MILLION.
  • And if all else fails, bring in Alexa. The Amazon device can play Christmas music, recite “The Night Before Christmas” in its entirety, play Christmas sounds and give you even more fun holiday trivia to keep your gathering, above all else, civil.

Happy holidays!

The Current State of Social Media Networks

Posted on Thursday, July 27, 2017 by Kate

A recent survey of nearly 6,000 marketers worldwide has yielded some interesting results about the state of social media marketing we want to pass along.

In 2017, more of the marketers surveyed are using Facebook, Instagram and Snapchat than they were last year. However, Twitter, LinkedIn and Pinterest use declined 8%, 11% and 10% respectively. That’s not to say those platforms aren’t still important. We firmly believe that any social media network you can regularly maintain well is a beneficial one.

Also of note, marketers continued to overwhelmingly rank Facebook as their most important social media platform and the numbers were even higher among B2C marketers. Facebook remains king of the social networks!

The two top benefits of social media marketing survey takers listed were increased exposure (88% said this) and increased traffic (78% agreed). Improved sales was actually the benefit ranked last at 52%, but to be fair, that’s a pretty tricky conversion to measure for most businesses. So in all likelihood, sales are improving, companies just lack the tools needed to measure it.

As for content, marketers said visual images were the most important type of content they shared. For the future, 75% of them planned to increase their use of videos and 61% said they wanted to incorporate more live video. Consequently, video was also the number one content form those surveyed said they wanted to learn more about. Virtual reality and 360-degree video came in close behind.

Pilch & Barnet has been encouraging our clients to increase their use of video for years now, ahead of the current trend. Want to stay a step above your competition? Let Pilch & Barnet help!

Link Friday: The 2017 Road Trip Edition

Posted on Thursday, June 8, 2017 by Kate

Buckle up – it’s time for a summer road trip!

  • According to AAA, more Americans will take a road trip this summer than last and the travel outlook for the summer looks strong.
  • Travel + Leisure mapped out some of the country’s very best road trips from sea to shining sea, here.
  • Those are pretty scenic, but maybe even more fun are these roadies based on cult classic TV shows like Twin Peaks and X Files.
  • Or you could plan your route around the some of the world’s most specific art museums like the Smiley Face Museum in New York City or the Toilet Seat Art Museum in San Antonio.
  • Road trips can teach you a lot of things – like how to become an expert, Tetris-style car packer or exactly how many miles you can drive after that low fuel light goes on – but it can also teach you a few really important things about marketing.

Link Thursday: The 2017 Valentine’s Day Edition

Posted on Thursday, February 9, 2017 by Kate

There are still a few days left to use your marketing to capitalize on the upcoming day of love!

Link Friday: The 2015 Christmas Edition

Posted on Thursday, December 10, 2015 by Kate

The countdown to Christmas is on – two weeks from today!

Link Friday: The Facebook Graph Search Edition

Posted on Friday, August 30, 2013 by Brianna

Facebook’s newest development allows users to discover connections and explore user content like never before.

  • The Facebook Graph Search lets you accomplish three pretty cool things: find people who share your interests, explore your world through photos and discover restaurants, music and more.
  • “Friends who like kickball,” “People who graduated in 2007 from [college name],” “Photos I Like.” These are just some examples of searches you can perform with the new tool.
  • Other cool uses of the graph search: find experts for topics of interest, take a trip down memory lane, and clean up your act – by searching your name, you can see everything about you visible to the public – and remove anything embarrassing.
  • Here’s a great video that shows you how to make use of the Facebook Graph Search.
  • Businesses can also take advantage of these new search features. Improve your Facebook visibility on the Facebook Graph Search and boost your brand.
  • Think carefully about what your target market searches for. In this example about marketing Facebook pages to college students, it’s suggested you focus on increasing your likes and visual presence, since this demographic is attracted to popular pages and attractive photos.
  • Finally, watch for the Work4 Graph Search Recruiter Beta to launch in the fall, a tool that employers can use to optimize their search of potential job candidates.

There are many ways to take advantage of the new Facebook Graph Search. Try it out today!

Link Friday: The Future of Google+ Edition

Posted on Friday, January 25, 2013 by Brianna

Since its launch in June 2011, Google+ has struggled to command a presence comparable to Facebook and Twitter. Most continue to refer to it simply as the “other” social media outlet. So what does the future look like for Google+, and what does it mean for your business?

Although the future of Google+ is uncertain, it seems very unlikely Google will give up on their social media platform anytime soon. So, for the time being, consider how Google+ could work into your marketing mix.

Link Friday: The Future of LinkedIn Edition

Posted on Friday, January 11, 2013 by Brianna

Coming up on a decade of activity, LinkedIn remains the top-dog professional networking platform. But, like any social media player, its success rides on its ability to stay relevant in today’s marketing landscape. Let’s take a look at LinkedIn’s potential future.

We’re certainly curious to see how this social media platform evolves in 2013. Happy Friday!

Link Friday: The Election News Edition

Posted on Friday, September 28, 2012 by Alan

It’s an election year, and that means we’ll be inundated with political news. The days when you had to find politics on the nightly news or in the daily paper are gone. Now politics are in our email, browsers, cell phones, social media, and many more platforms.

Don’t forget to vote!