Facebook CEO Mark Zuckerberg announced last fall that the social media site would feature a new “dislike” option following the more than six-year success of its “like” button. “Reactions”, a limited new feature which allows users to express themselves with additional emoticons “Love,” “Haha,” “Yay,” “Wow,” “Sad,” and “Angry,” was introduced as a means to convey empathy for friends and family, but will also be used to show irritation or discontent with brands and business with an online presence.

Social media has a huge impact on business success, evolving into a new – and permanent – word of mouth. In the age of online reviews, where any imperfect interaction can result in very loud discontent, businesses need to be very aware of what their consumers are thinking and feeling – particularly with regard to their product. Reactions, which is still in development with test-users based in Spain and Ireland, will provide consumers a “dislike” option when implemented. Though potentially dangerous for business, this feedback option will help companies respond to consumer complaints in real-time, ultimately upping their public status and their sales.

The problem with catch-all negative options “Sad” or “Angry” is that it will be difficult for companies to parse why their consumers are unhappy. Luckily Facebook’s comments option is increasingly popular and can be utilized to voice complaints or concerns. With the combination of a dislike and an explanatory comment, businesses know what is working and what to re-evaluate.

This direct consumer-to-brand communication is key to consumer happiness as long as businesses are responsive and follow through on the feedback they receive. Seventy-two percent of people who complain on social media platforms expect a response within one hour, according to a study by Lithium Technologies. If companies aren’t regularly monitoring their social media, this could be colossally damaging to their public reputation. But it works both ways; according to a study from the London School of Economics and the Listening Company, a seven-point increase in word of mouth advocacy can increase revenue by one percent.

When a business understands its customers’ wants and needs, it prospers. Studies show emotion is the number one factor in customer loyalty, which explains why sentimental commercials generally do better than commercials that don’t elicit emotion. Businesses that understand and reflect empathy are more competitive and more successful. If you are able to respond quickly and adapt accordingly, having a dislike button on a social media giant like Facebook will have a more positive than harmful effect on your business.

The Public Relations and Marketing Group, LLC (PRMG) is a full-service public relations and marketing agency. PRMG offers social media content creation and ad management, paper advertising, blog article content creation and website search optimization, in addition to digital marketing.

PRMG is dedicated to helping businesses, professionals, non-profit organizations, government entities, attorneys and law firms leverage their time, talents and resources by using effective public relations and marketing techniques. For more marketing advice, please contact us at (631)-207-1057 or at johnzaher@theprmg.com.

 


 

You may have heard that the keys to marketing are the following: Product, Price, Placement and Promotion. These are the concepts of old and, in a new and changing digital world, you can’t afford to act traditionally. As we head into 2016, companies are expected to seamlessly represent themselves and can benefit or fold from online reviews. Consumers prefer companies that use multiple channels of communication and which easily resolve their potential customer experience issues. One of the ways to achieve this is to follow the formula:

Consumer, Context, Content, Commerce –> Convergence

The consumer is the focus of any advertising excursion and should be treated as such. With the consumer in mind, develop context, content and commerce for your product and, along with the final product, convergence will come across many platforms.

1. Consumer

Today’s consumer is connected, informed and vocal on social networks. Most importantly, the consumer is more likely to stay loyal to a company because of the feelings that the ads exude. Advertising should be centered around the consumer’s frame of mind, playing intelligently off emotions, wants, needs and personality.

2.  Context

No ad is effective without taking context into consideration – saying the right thing at the right time is crucial to your brand. Make sure you’re paying attention to current events. You may want to pull commercials featuring an airplane, for instance, if a major airline crash is all over the news.

3. Content

Content must be relevant to context and consumer. Since it can be easily manipulated and needs to be focused, content is the single most influential aspect of digital marketing.

4. Commerce

Anticipating a consumer’s needs is the crux of commerce. If your target audience is millennials, easy online access and quick shipping should be priorities. If baby boomers are your primary customers, long-lasting quality products for a low price are best. Do you carry a specialty item, or can the consumer go to a local store and purchase it? What makes your product better than a less expensive alternative? Younger generations feverishly research several products before deciding on one, while older people may buy one product on-site because of the brand. Cater your priorities to what the target audience wants and how they will seek it out.

5. Convergence

For your business to succeed, you need to establish consistency in audience communication, product quality and digital presentation. Instead of being hip for joining Facebook, your company looks careless because it doesn’t regularly update the profile. You might have a fabulous product, but your grumpy customer service staff turns consumers off. Be sure you are consistent with how you present both the company and the product.

Above all, be willing to change. With a vast and ferociously changing consumer palette, you need to stay relevant to be successful. Keep the consumer at the center. Write and exhibit consistent, relevant content and anticipate your audience’s needs. These are the steps to success.

The Public Relations and Marketing Group, LLC (PRMG) is a full-service public relations and marketing agency based in Patchogue, New York. PRMG is dedicated to helping businesses, professionals, non-profit organizations, government entities, attorneys and law firms leverage their time, talents and resources by using effective public relations and marketing techniques, as well as advertising, graphic design, website design and development, digital video production, search engine optimization (SEO) and social media tactics. For more marketing advice, please call (631)-207-1057 or visit www.theprmg.com.

 

 

 

 


For most companies, the holidays are the busiest selling margin of the year, amounting to 19% for retailers and nearly 30% for jewelers and department stores. Social media and website shopping are becoming increasingly popular, but how can your business stand out amid the whirlwind frenzy of the holidays?

Advertising software program Short Stack and business advice journal Entrepreneur.com recently interviewed top marketing analysts for advice on how to handle the holiday rushes with mostly unmixed results; the experts say a resounding “give to your consumers before you ask them to give to you.” If you offer more than deals and discounts, your customer base is more likely to purchase your products. Let’s take a look at the advice the experts have:

  1. Connect to local populations. Consumers want to see that your business is full of real-live human beings, notes Ann Handley, Chief Content Officer of Marketing Profs. The holidays are a great connector and an opportunity for businesses to show off their sentimental side.
  2. Help consumers with their challenges. It may be the most wonderful time of the year, but to most Americans it’s also the most stressful. In addition to finding the perfect gifts, there’s a lot of pressure to host the perfect party, hang the perfect decorations, and wear the perfect outfit. Consumers are more likely to flock to companies that alleviate some of the stress.
  3. Allow user-control. CEO of Short Stack Jim Belosic advises to give consumers a feeling that they have input and control over what the business is offering during the holiday season. Customers are most apt to respond to real consumer reviews even if they ignore the pop-up holiday ads.

This all amounts to one big idea: how can my company make the season a little easier for my consumers? When you give to people, they want to give back to you. Happy customers have a strong say in what their friends and families think of certain companies, so tailoring to your consumer’s needs this season is your best bet. Building brand value during this time of year will help keep your sales up into the New Year and beyond.

The Public Relations and Marketing Group, LLC (PRMG) is a full-service public relations and marketing agency. PRMG offers social media content creation and ad management, paper advertising, blog article content creation and website search optimization, in addition to digital marketing.

PRMG is dedicated to helping businesses, professionals, non-profit organizations, government entities, attorneys and law firms leverage their time, talents and resources by using effective public relations and marketing techniques. For more marketing advice, please contact us at (631)-207-1057 or at johnzaher@theprmg.com.


Brand management is all about genuine audience engagement and its consequential consumer action—whether that is good or bad all depends on the reflexes and wit of a given brand’s communications team. When things go south, marketing professionals protect a brand’s reputation. So what is it that mar-com people know that companies don’t? Communications is all about, well, communicating, and in today’s digital atmosphere there’s no better way to connect than through the web. Marketing professionals are experts in digital communications, social media, content creation, and reputation management. To be an expert in this field you need to know the following:

  1. What it takes to be a pro in digital communications

While print and TV/radio marketing is still vitally important, the crux of public relations now rests in digital communication. United Nations stats from May of this year show that there are more than three billion internet users worldwide. When the whole world is turning to online marketing, shouldn’t you be, too?

Digital communications is not just social media. Rather, it applies to e-blasts, online newsletters, blogs, ads and email correspondence with your target audience. Today, over 20 billion ads are viewed through sites like Google, Facebook and Amazon each day. Communications professionals know how to include the new audience you want without making them feel they’re being sold something. And keeping the loyal audience on board is equally important, so staying conversational with consumers will garner you profit as well.

  1. How to navigate social media

Social media is a great way to connect your digital communications audience and direct more traffic to your company website. Companies that are active on social media have active followers and friends who share, like, tweet and repost status and articles that interest them. This is one of many ways to promote positive and profitable customer action.

Facebook and Twitter seem simple enough, but there’s a real art to crafting genuine and concise posts and photos that will keep a reader’s interest. And that’s not to mention Google+, Instagram, Snapchat, LinkedIn, Pinterest, and the list goes on.

  1. How to create content that grabs the reader

Advertising material is all about developing a “strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience,” according to Joe Pulizzi, founder of the online school Content Marketing Institute. Content isn’t just about throwing as much out there as possible, it’s about creating personalized material that makes your brand stand out. You want to engage a specific audience with authentic content. Having too broad a customer base will make readers feel disconnected, as if they’re not part of the conversation.

  1. What to say to protect a damaged reputation

Public relations is crucial to any brand. It takes 20 years to build and five minutes to ruin a reputation, as was smartly summed up by business magnate and self-made billionaire Warren Buffet. What if your Vice President slips up in an interview? What if the company’s associated with a scandal? PR professionals handle all of the stress of the virulent consumer eye so you can focus on the next great initiative on the business side of things.

Public relations professionals know all about the ever-changing market landscape, whether it’s digital correspondence, social media engagement, content creation or reputation management. Without a PR team, your business could be lacking. Why wait?

The Public Relations and Marketing Group, a full-service public relations and marketing agency based in New York, offers all of the above mentioned services and more. For samples of our work, go to theprmg.com. Contact us at info@theprmg.com or 631-207-1057 for further information.

 


facebook megaphoneFacebook has numerous features to its advertising to make it even easier to attract potential customers. The most popular advertisement Facebook offers, the local awareness advertisement, was created by Facebook to help local businesses target people within a given radius as small as one mile. This is designed to increase the number of local visitors to your location, ultimately generating more business and to present new business opportunities. Continue reading



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For businesses and agencies that need to keep track of multiple social media accounts, Hootsuite is the ultimate dashboard for social media management. Rather than remembering multiple passwords and going to each site to make posts, Hootsuite allows users to manage all of their social media accounts from a central location with either a free or Pro account (paid).  Here are our top five benefits of managing social media accounts with Hootsuite. Continue reading


facebook megaphone

Facebook Improves Advertising Options by Adding Behavior-Based Targeting

Facebook recently overhauled its advertising system, making it easier for advertisers to target specific audiences. When using Facebook Ads, advertisers will now see many different options in the “Audience” section, which can be used to narrow down the Facebook users who will be shown their advertisement. Most of these options, such as Location and Interests, were already available in Facebook’s old targeting system. However, Facebook has unveiled a Behaviors option, which offers advertisers the opportunity to improve campaigns directed at general or narrow target audiences. Behaviors are broken down into eight different categories, with each containing numerous subcategories.

Automotive:

The Automotive category sorts Facebook users in many different ways— based on the cars they own or are shopping for. Advertisers can appeal to general audiences such as individuals who have purchased used vehicles. They can also choose to be very specific by advertising to owners of a certain make, model, age, and price of a car.

Charitable Donations:

Facebook allows advertisers to target users who have made charitable contributions to a broad selection of organizations. Advertisers can be general by targeting those who have contributed to any charitable organization, or they can choose specific subcategories such as Animal Welfare, Health, Political, Environmental, and more. Continue reading


 googleplus

Google+ and your business

Businesses tend to think about Google+ as just another social network, similar to Facebook or Twitter.  While this is basically true, Google+’s influence extends beyond social networking, and ignoring its presence can cause your business to fall behind.

So what exactly makes Google+ so valuable to businesses?

 

Google+ is guaranteed to have an effect on your search engine ranking

Google+ users receive a bump in Google search engine ranking simply by keeping an active Google+ account, providing fresh content and engaging with other users. A number of studies, such as the one done by Search Metrics*, show a powerful correlation between search rankings and the number of Google +1’s (equivalent to Facebook’s “Like” button).

Simply put, +1s will create a followed link back to your post, causing organic link building, which is an important part of any SEO strategy. In addition, +1s indicate to Google that your website has been vouched for by a third party, giving you another boost in the search ranking process.

Continue reading


Twitter-Ads

As the world’s most popular micro-blogging website, Twitter has become an increasingly important tool for businesses to promote their products and services through word-of-mouth marketing and generate buzz about their brand. While businesses have used tweets, links, and hashtags since Twitter’s inception to engage with existing and potential customers, Twitter recently expanded businesses’ ability to advertise through Twitter Ads.  Previously, Twitter Ads was limited to a select group of large companies and those who were invited to participate, but with a new self-service system, any business or individual can use this feature to promote tweets or accounts and increase followers.

For those not familiar with Twitter, here’s a brief overview. Twitter is a micro-blogging site that allows its users to communicate by posting short updates known as “tweets” to their profiles and “following” each other’s tweets on their newsfeeds. Every Twitter user has a unique username, known as a Twitter Handle, which is prominently displayed on the user’s profile page and next to every tweet the user posts. Tweets are limited to 140 characters and often include links to other websites, articles, blog posts, or hashtags. Hashtags (symbolized by the # sign) allow users to search for tweets with specific subjects or phrases, such as #JobInterview or #SmallBiz. You can learn more about Twitter from PRMG’s previous post.

Before Twitter Ads, businesses focused on engaging with consumers by tweeting frequently, using popular hashtags, and sharing blogs and other links about their products, services, or industry. With these tools, businesses could build rapport with their followers, strengthen their online presence, and connect their websites and blogs to a social media forum. However, it was often harder to attract new customers, as businesses could not specifically target those they wanted to reach. Twitter updates could also be very time-consuming, and full engagement with followers could distract from other social media and marketing strategies. In addition, including too many links on a Twitter profile would seem like spam and deter Twitter users from following the business. Twitter Ads solves many of these problems and can improve the effectiveness of social media marketing.

Twitter Ads comes in two forms: Promoted Tweets and Promoted Accounts.  With both Promoted Tweets and Promoted Accounts, businesses target a specific audience in order to drive traffic to their profile. Businesses choose a location—city, state, or country—to focus on, and then narrow to their target audience by filtering through specific genders, interests, and other criteria. For example, a music store can target people who like to play instruments and a golf club can target men who live in a suburban area. As a result, a business’s Twitter activity will reach those who are most likely to engage with the product or service.

After finding a target audience, the two Promoted approaches start to differ. Promoted Tweets work the same way as regular tweets, and they allow businesses to broaden their reach and inform the intended audience about special offers, press releases, and other information relevant to the business or industry. The Promoted Tweet targets the chosen audience and stays at the top of the Twitter users’ newsfeeds when they log in, whether or not the users are currently following the company. A Promoted Tweet is often better for a short-term approach, such as attracting business immediately for a one-day sale or special event, though it can also increase followers. Promoted Tweets can also be used to generate traffic to a blog post or article on another website. On the other hand, Promoted Accounts can be more beneficial for a long-term approach that focuses on building a stronger customer base or increasing brand awareness. Promoted Accounts use an algorithm to track potential followers with similar characteristics of current followers and appear on a side bar of a Twitter user’s profile in the “Who to Follow” recommendation section. Overall, Promoted Accounts are better for building and maintaining relationships. Promoted Tweets and Promoted Accounts can be used separately or in conjunction.

Because Twitter Ads is now self-service, businesses set a daily spending limit and can stop, start, or resume advertising at any time. This new system that Twitter uses is very similar to the Pay-Per-Click system used by Facebook Advertising and Google AdWords. Twitter only charges when a Twitter user clicks the link to follow the Promoted Account or engages with the Promoted Tweet through a retweet, follow, favorite, reply, or link. As a result, the business remains in complete control of its advertising budget and strategy.

Furthermore, with both Promoted Tweets and Promoted Accounts, businesses can track the success of their advertising with Analytics that show the increase in the number of followers or clicks-per-link, as well as how their budget has been spent. The Analytics feature separates increased traffic and activity that occur organically from traffic and activity that result from concentrated marketing efforts, demonstrating the effectiveness of the campaign.

As Twitter continues to gain in prominence, consider your goals for social media marketing. Do you want to expand your customer base by targeting a specific market? Do you want to further engage already-existing customers or spread the word about a new product or service? Twitter Ads may be worth the time and investment.

If you are interested in Twitter Ads or have any questions about your social media strategy, contact 1-855-PRMG-123 or info@theprmg.com .