Author Archive
New Web & Social Media Marketing Guidlines created by the CBA
The Canadian Bar Association has issued new guidelines on Web & Social Media Marketing. These were created in response to an influx of questions from lawyers looking to ensure their marketing initiatives were onside with existing regulations. Read Robert Todd's article in the Law Times, where AR Communications' Michael Rabinovici is quoted here, or go to http://www.lawtimesnews.com/200910195631/Headline-News/CBA-offers-tips-on-legal-Tweeting.
5 do's and don'ts of building a network of marketing communications colleagues
In an earlier post, we talked about the rich resources available in the marketing communications industry. You don't have to figure out everything yourself – you can make use of the experiences of others, and pass along yours as well. Here are a few things to keep in mind as you're networking: DO Stay professional, positive, and generous. The more you give in your networking relationships, the more you will receive. Consider a more formal networking arrangement such as a think tank or mastermind group. There will likely be an agreement to cover things like scheduling, eligibility, and structure. Shop around for volunteer opportunities within your group or association. Sitting in on a committee or helping to plan an event is one way to develop relationships with the people who make things happen. Attend the educational and conference events that genuinely interest you. This way, you'll be at your most energetic and engaged, and you'll meet people you can relate to. Make the best first impression you can in your online profile on LinkedIn, Twitter, or Facebook. Write and proofread your profile carefully and include an attractive, professional, and friendly photo. DON'T Expect referrals, introductions, or assistance right away. People refer to, help, and do business with those they ...
One last thing before you post: Editing best practices
There is a new level of immediacy in so many of the written marketing communications vehicles we use today – including blogs, micro-blogs, and Web sites you can update with the click of a button. Your thoughts can be "out there" in an instant. And sometimes that's not such a good thing. Here are five levels of editing you can apply to any piece of writing that will maintain your credibility online: 1. The content. Save your message and walk away from it for at least five or ten minutes, or longer if you can. Then re-read your message from an objective perspective. Is this what you meant to say? Could it be easily misunderstood or inflame controversy? Controversy is not necessarily a bad thing, nor can you always predict it, but it's helpful to be as prepared as you can. 2. The spelling and typing. Use your computer's spell checker to catch any typos or other errors. Reading your message aloud (see the next point) can also help with words that are commonly mixed up (e.g., here and hear). If you're not sure, look it up. 3. The grammar and readability. Read your message out loud and ensure your words flow and make ...
How to get action on your calls to action
As entertaining as some marketing communications are, what it all comes down to is whether or not they compel the reader, viewer, or listener to take action. People take action as a way of meeting their most basic emotional needs. People decide with their feelings and then rationalize their decisions with the facts. If you can match your offer with their needs, you'll get better results. For example: People want to belong – Show them that other people, just like them, have taken the same action that you're asking them to take. Use testimonials, case studies, or stories. People want to escape pain – Put them in touch with the pain that will continue and worsen if they fail to take action. People want to experience pleasure – Paint a colourful picture of the benefits and positive feelings waiting for them once they take action. People want to feel financially secure – Offer a financial incentive to act now, such as a time-limited discount or bonus offer. Depending on your product or service, you may also want to align your message with people's needs for fame and fortune, increased wealth, or health and happiness. The inducement will differ with each offer you present, but the result ...
How much news should actually go into a newsletter?
Regular newsletters are a fantastic way to keep in front of your market. With every issue, you have the opportunity to solidify your credibility, likability, and trustworthiness, and reinforce your brand identity. And if you're doing it right, that's exactly what will happen. Of course it needs to look great – a clean, attractive design with your corporate look, white space that makes it easy to read, and pleasant, colourful pictures that capture attention. But what, exactly, should you put in there? How much news should actually go into a newsletter? News they can use – This should make up the majority of your newsletter, at least 80%, and includes articles, tips, and industry announcements that teach your readers something they didn't know or reinforces something they already knew. It has clear applications they can take action on immediately, and plenty of resources (including your products and service) to help them do it. News about you – If your newsletter was targeted well, your reader is genuinely interested in what you do, and will eagerly want to hear your latest news. Reward their interest with sneak previews of new services, special offers, advanced notice of upcoming events, or other "insider" or "subscribers only" information. ...
Which one and when? Prioritizing your marketing communications options
It's like being a kid in a candy store these days, especially online. There are just so many tools, techniques, means, methods, gadgets, and gizmos – all designed to reach your customer, communicate your message, and deliver results. As you sift through the books, Web sites, blogs, industry examples, and proposals, how do you choose the marketing communications vehicle that will meet your needs? Here are five key sets of questions that will help you prioritize your marketing communications options: 1. What are your communication goals? Who are you trying to reach and what actions do you want them to take? 2. What is your budget? How much is there to spend overall, and what proportion of that do you want to allot to each initiative? 3. What are the broader missions, mandates, or strategies that you have to adhere to? How well does this proposed solution fit? 4. What are your available resources, including people, systems, and vendors? Will you have what you need to roll out this particular strategy? 5. What are the time lines involved and how will this initiative fit into them? Is there a specific launch date or a scheduled event? Does your client have a preset deadline? Selecting the appropriate communications media ...
ANSWERING THE CALLS
Invitations to Hawaii solicited... Following AR Communications Inc.'s successful presentation for Toronto's Legal Marketing Association, Michael Rabinovici, our Senior VP, Strategic Initiatives, was invited to Banff to speak about social media. Due to prior commitments to several critical stakeholders (i.e. his children), he was required to travel to California instead. But did that deter our intrepid international spokesperson? Of course not. On a sunny morning in San Diego, Michael hooked up to a live feed and delivered his Banff social media presentation using some of the very technology he touts. Next stop? Hawaii. At least in our dreams. Invitations received will be gratefully accepted... Click here to listen or download an audio of the presentation to GlobaLaw
Writing for the Web versus writing for print
Online marketing communications are cost-effective, quick to implement, and give you immediate, measurable feedback at the click of a mouse. It's no wonder more and more corporations – large and small – are turning to Web sites, blogs, micro-blogs, and other social media. A common mistake, though, is to just take your print materials and drop them onto the Internet. They simply don't translate, and here's why: • People have no time – they are trying to do three times as much in the same time, just like you are • People have no attention span – they want access to answers immediately, and the Internet has trained them to expect that • People have no tolerance – they know they can click somewhere else in an instant if they're dissatisfied or disinterested So before you go online with your 8-page white paper or even your 3-page brochure, consider these three tenets of writing for the Web: 1. Make it quick – Make one clear point, support it and get out of there 2. Make it relevant – Know the answers your customers are looking for and don't clutter your message 3. Make it good – Do whatever it takes to deliver high-quality online content
Getting the advice you need to succeed
When you’re trying to simultaneously manage 17 initiatives that all have a deadline of yesterday, it’s hard to keep track of current marketing best practices. How can you maximize the effectiveness of your print communications? Are leading companies even still using print? Should you be producing podcasts, hosting webinars, posting videos on YouTube, buying Google AdWords? Clearly, the strategies you adopt need to align to your corporate objectives and your budgetary constraints. But there are some quick steps you can take to glean industry best practices: Build your network – Find other marketing professionals via your professional associations, alumni group, connections through family and friends, service groups, or networking services, like LinkedIn. Visit their Web sites and check out their client lists. Get an introduction and interview them about where they look for advice and trends. Share your own resources as well, to strengthen these new alliances. Read the want ads – Study job descriptions for marketing professionals, particularly the skill sets, responsibilities, and best practices that are stated outright as well as between the lines. Consult with specialists – Have a chat with senior corporate marketers who are in the business of staying ahead of the trends. Look for people with hands-on ...
