Advertisements
  • Enter your email address to subscribe to this blog and receive notifications of new posts by email.

    Join 10,067 other followers

  • Corbett PR Flickr Photos

  • Share this blog

    Bookmark and Share
  • Bill Corbett Twitter

  • Blog Stats

    • 21,597 hits
  • Corbett Public Relations

  • Corbett Public Relations

  • Follow Corbett PR Blog on WordPress.com

The Lazy Days of Summer? The “No Crazy” Days of Summer

At the beginning of July, I committed to blog every day and to encourage you to engage in significantly more social media activity. This is my 31st blog in a row. The results, on a number of fronts, have been positive, interesting and rewarding. I have also learned quite a bit and I want to share the lessons learned and a few frustrations with you.

vacation-from-work[1]On the positive side, being more active with content creation has allowed me to re-ignite my passion for providing marketing, PR, personal branding and business strategies for entrepreneurs and businesspeople. By sharing my knowledge and experience, I have been able to engage in conversations with wonderful people from around the world and get feedback which has advanced my own knowledge base.

I have experimented with blog distribution and social media to provide new and more effective strategies for clients, friends and colleagues along the way. In the pursuit of understanding new marketing trends, I have read a variety of articles in respected business publications such as FastCompany, Forbes, Inc., Entrepreneur, Business Insider and others. This led me to follow some impressive writers and bloggers and pod casters and their fantastic podcasts. I have also discovered people who are equally passionate about the entrepreneurial spirit.

What did I learn?

Twitter

One blog I did was called “I love Twitter, I hate Twitter.” My explorations and research into Twitter has opened my eyes to the potential of this platform and the best ways to use it to engage with people and build a following.

use 022814twitter[1]The two most important lessons:

The first is to engage with people on a one-to-one basis but do so in public. Thank people for following, ask questions and start conversations. I did not hesitate to send messages or ask questions of thought leaders. I am pleased that a number of them responded and are now following me. Having some TV personalities connected with me has been fun and it is very cool.

The second lesson is to acknowledge that brand consistency matters. When I veered away from my core interest and brand engagement the results were not the same as when I was more focused. The outcome after a month of heightened activity on Twitter resulted in an increase of over 300 followers and hundreds of likes, retweets and favorites.

LinkedIn

I wrote a number of blogs about LinkedIn. Since LinkedIn is a community and platform that I encourage businesspeople to use, I want to know how to use it more effectively.

The two lessons I learned:

Bill Corbett's LinkedIn profile page.

Bill Corbett’s LinkedIn profile page.

First lesson: if you are not doing long form posts on LinkedIn’s publishing platform, you are missing out on one of the best ways to build your brand online. I shared some of my blogs from this past month via this platform and the response has been amazing. My profile views tripled, contact requests are way up and the number of followers on my business page has more than doubled.

Second lesson: share content in groups and join the conversations. Conversations in groups have not only enabled me to speak with and connect with amazing people in the small business world but also with thought leaders and top level executives with major corporations. LinkedIn is about relationship building, not selling, and in this month alone I have started many new relationships.

Social Media

socialmedia[1]By sharing blogs and being more active on Google Plus, Facebook, Instagram, Twitter and Pinterest I have been able to bring my message and expertise to more people. Using images and video has been critical. I made the commitment to share images more and learn more about Instagram and Facebook. On both of these platforms I have seen engagement and this has strengthened my brand. Interesting, this is where business and personal activities intersect. In fact, this will be a future blog topic for me – relationship building does not stop when the business day ends. Personal posts and images of activities of interest to me have helped me to engage with more people and to share my involvement in charities and interest in grilling/BBQ and photography. The lesson learned here: share your passions and interests and you will be rewarded with comments, likes and respect. People will more likely approach you at networking events because these posts are great conversation starters and business opportunity generators.

PR – My Core Business

Many people know me, but there are those with whom I have not personally worked with and therefore it’s understandable that they wonder what I do and what happens at a PR firm every day. Through blogging, social media activity and storytelling, I have been able to educate people about what I do, my expertise and what it is like to be a PR professional. Lesson learned: talk to people and tell stories about what you do and how you do it. Give examples, use images and video whenever possible to tell the story and you will advance your business goals and build stronger relationships. We all have competitors, to stand out you must tell stories and let people get a good glimpse of what you do and how you can help them.

Video

Build_Brand[1]Through my social interactions, experience writing blogs, research and observations of  what others are doing to succeed, it is very clear that video is going to be the most important part of personal and business marketing in the years to come. I have included many videos in my blogs and I have shared many videos across social platforms over the past month. Video tells your brand story and invites people to get to know you better or introduces you to people before they even have a chance to meet you in person. I shared my recent TV interviews and the feedback has been very positive and has led to meetings and opportunities.

Blogging

Active blogging and the process in creating a blog has been an enlightening and positive experience. I have shared information that I am passionate about and have had fun. At the same time, I’ve broadened my knowledge base. Blogging can be both frustrating and challenging. Developing new content takes time and pushing out content requires a system and a consistent effort. It is frustrating when a blog does not get the response expected. Nonetheless, you must learn from disappointments to ultimately find success. I know that good content with images and videos attracts the most attention. I learned that social media sharing of your own content builds respect, interest and engagement. I also learned that when it comes to blogging it is great to share blogs directly with friends and others who will share it with their networks.

podcastmikeheadset1[1]I have said repeatedly during my Grow Your Personal Branding program presentations that your blog is where your personal brand comes to life. My daily blogging over the past 30 + 1 days has proven this to me once again. I plan to continue to blog, just not every day. I definitely will integrate more videos and I am looking forward to launching a podcast in the fall.

By Bill Corbett

Corbett Public Relations Long Island and the World 

@liprguy

@corbettpr

Advertisements

Guess What? You are a Media Company

iPhones

Smartphones such as iPhones are your Personal Marketing Devices.

With today’s changing marketplace for business and communication, the old rules no longer apply. To succeed and thrive you must recognize that you and your business are media companies. How can this be? We are in an age where technology and communications is not only vital for business operations but also for marketing. Some traditional marketing strategies will continue to apply but sticking with them alone will be a recipe for difficulty in the years to come.

A media company. Really? Yes, and the sooner you recognize this and make changes to your marketing the better prepared and the more competitive you will be. In addition to using traditional print marketing and mailings, your multi-media business must add technology.

You hold in the palm of your hand a powerful tool: your smartphone. Virtually everyone in business today carries one and if you don’t, this post is probably not going to help. I call the smartphone your PMD – Personal Marketing Device. This amazing tool can do so many things that many of us would never have thought it would be possible. From a strictly marketing perspective, what does this device do?

Video: When done right, video content created and shared can reach as many people as a broadcast TV program. YouTube is the center of the video universe and you and your media company need to be present. People want video content. They want to watch videos on their smartphones and tablets. They want to watch them at the time of their choosing, on demand. Your competitors are on YouTube and using video. If you are not using video to market and share your brand message, you are two or three years behind your competitors.

meerkat-periscope[1]

Meerkat (l) and Periscope (r) are two smartphone applications which allow for live broadcasting.

From a broadcasting perspective, new applications Meerkat and Periscope are on the scene and part of the next wave. With these apps you become a live broadcaster. You can do shows on the fly and your followers/audience can watch them live. All of this is done on your phone and amazing to think about. However, recognize that the quality of video from smartphones is great. Use your phone, but whenever possible use real video cameras to capture and create content.

Face to Face Communication: iPhone’s FaceTime application or other applications like Skype allow for one-to-one or multi-user video conferencing. This is another form of broadcasting, but to small audiences. The use of video conferencing will be much more common in the future and for meetings and networking it will become an important tool. To reach larger audiences in a live format check out www.Livestream.com and its mobile app.

Blogging: video content is important but written content is also an integral part of your marketing and branding. Your blog is equivalent to your media company’s publishing arm. Your content is created like a magazine, offering articles on a variety of topics for your audience. Your audience wants this content and they will seek you out for it.  Without a blog your brand has no voice and no place to come to life. For a business, your website is where your brand lives; for an individual it is your LinkedIn profile, but it is your blog that brings your brand to life. This is equally so for your video content and – if you have the energy – a podcast.

podcastmikeheadset1[1]

A podcast microphone and headset.

Podcasts are becoming increasingly popular. They represent the “radio” part of your media company. Podcasts allow you to share your knowledge in an in-depth way. Many podcasts incorporate interviews where ideas can be shared and expertise can be further presented. While not for everyone, podcasts are an effective tool in reaching new audiences and they are the next generation of audio content.

Social media: for most people it is clear that social media sites are where brands and individuals engage with audiences. Many people have social media accounts/apps on their smartphones and use them for personal activities. But they must be properly leveraged for business purposes. Are personal social media accounts used for business still personal? Today we see a mix between what is personal and what is business. In order to engage with people 24/7, it is often necessary to use personal accounts. If you are seeking to build your brand, you want to utilize all social media sites to build awareness and to become an influencer. With a mobile device you have the ability to engage at any moment. Consumers and prospects are online nights and weekends. You need to understand their habits and “live” communicate with them when their eyes and attention are on the social sites that you are using.

Social Media Logos

Icons of various social media platforms that are popular today.

Social media activities can be done on desktops or laptops but more and more of the content is coming directly from mobile devices. Again, your PMD becomes the conduit for bringing your message to potentially millions of people. Twitter, Facebook, LinkedIn, Foursquare, Instagram, Snapchat and others that are emerging are platforms where you will need to present your brand.

Social media in the consumer space is much different in business-to-business. Recognition of this fact impacts how you communicate with your audiences and the sites that you will use. Certainly LinkedIn is the premiere site for business-to-business while sites such as Facebook and Pinterest are more effective at reaching consumers. The point here is not so much the value of social media; it is not new. However, we need to look at it differently and recognize that social media is not only part of how we project our message but also where we engage with prospects and customers. When social media was new, many focused only on projecting and sharing content. They skipped the important part – building relationships. This is going to be the key factor in the success of businesses that are adopting social media now.

We see that technology, particularly the technology that is in the palm of our hands, has enormous power. Businesses and individuals need to harness the marketing power of these devices and become media companies which offer diverse content (text, video, audio, photos, graphics) to audiences in different ways. Broadcasting alone will not see results; these tools must be used to listen, interact, share and build relationships. Build your media company and use its capabilities today, this is how you will achieve short and long term success.

Do You Need a Blog? The Personal Branding Perspective

Why should I have a blog?  This is a question many of us in the marketing arena are often asked.  From the personal branding perspective the answer is absolutely.  A blog is where your personal brand is shaped.  Unlike a static website or social media profile, a blog is where an individual’s personal brand comes to life.  It’s where you can express your opinions and passions and demonstrate your experience.  It’s where people get to know you, what you are interested in and what you are about.  Your blog creates the narrative for your brand and allows you to express yourself how you want to in the way that you want to.

Image c/o kathybackus.files.wordpress.com/

From a business perspective, why should a person blog?  Besides creating a brand narrative, blogging helps to build relationships.  Writing timely, topical, fun and informative posts builds a following.  Have you seen Amy Adams and Meryl Streep in the movie Julie & Julia?  The film demonstrates the power of blogging, and how it can impact an individual’s life or business.  I won’t give away the plot, but the main character played by Amy Adams follows her cooking passion and writes about her struggles and successes.  Her creativity, writing ability, emotion and content slowly began to resonate and attract a following, media attention and much more.  Social media expert Seth Godin said, “It doesn’t matter who reads your blog.  What matters is the humility that comes from writing (a blog)….the meta-cognition of thinking about what you’re going to say.  How do you force yourself to describe in three paragraphs why you did something, how do you respond out loud?  [Blogging] forces you to make yourself part of the conversation.”

What Will You Blog About?

What should you blog about?  There are no rules here, but certainly something you’re interested in, an expert on or something you are passionate about.  If you have trouble coming up with blog post ideas then maybe you should look to another subject for inspiration.  A blog does not have to be all about business.  Watch Julie and Julia and you will see what I mean. If you are looking to grow your personal brand and build relationships with people, post what you are passionate about and interested in.  Readers will connect and engage with you.  If you build your following and readership with content that you enjoy creating, then blogging will be a joy instead of a chore.

Be Consistent

Consistency matters when blogging.  Some may find that once a day or once a week works, while others determine twice a month works for them.  No matter the schedule, stick to it.  Consistency is vital to maintain reader interest.  According to Jane Sheeba, author of Pro Blogging Success, “choosing a blogging frequency depends on various parameters for different people.”  She emphasizes that blogging frequency is dependent on many factors including the blogger’s goals and preferences, the type of blog, and how new the blog is.

Time Limitations

We are all pressed for time in our fast-paced world.  Many of us have limited time to read and research topics we are interested in.  We want information in a short and concise format.  Susan Gunelius, author of About.com’s Blogging Guide says, “Most people who read blogs don’t have a lot of time or patience to read thousands of words of content. They’re looking for quick access to information or entertainment. Therefore, you should try to write succinctly and use headings to break up long blocks of text.”  Blog posts should be a reasonable length that allows information and messages to be conveyed.  For blogs that provide how-to or do-it-yourself advice, the length may be longer, but consider using bullet points. This will allow you to get the same message out but with fewer words.

A personal brand focused blog needs to be promoted in order to attract followers, subscribers and readers.  Besides including keywords, tags and categories in and with the blog specifically, the following are several simple strategies for getting the word out:

  • Post a link to your blog on LinkedIn, Facebook and Twitter (use a shortened link)
  • Use Facebook applications such as Networked Blogs to allow your blog to also reside on Facebook
  • Send your blog link to your contact list and ask people to subscribe
  • Ask friends to share and recommend your blog on social media and directly
  • Put the link to your latest blog in your email signature – highlight the topic
  • Each time you blog, ask 20, 30 or 50 or more people what they think of it? Share their comments and ask them to follow.

There are literally millions of blogs.  According to Hat Trick Associates there may be as many as 450 million English language blogs as of 2011 and possibly close to a billion if you count all languages.  Many of these blogs have virtually no readers.  These brands aren’t growing they are stagnant.  Become a successful blogger and create a brand that reflects you and your passions in life and business.  Start by determining what you will write about, find the platform that works for you and start posting.  Remember to be consistent and proactively promote your blog.  To grow your brand and blog you need to tend to it, nurture it, create content for it and build relationships with it.

Author:

This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a leading media relations, social media and personal branding consulting firm.  For more information, go to corbettpr.com or to his blog corbettprblog.com.  He can be reached at wjcorbett@corbettpr.com or @wjcorbett.

* Origionally published on www.digitalethos.com on May 2, 2012.

%d bloggers like this: