marketing communications

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I’ve acquired a list of prospect emails. Now what do I do?

There are many facets of an effective email marketing campaign that will ensure not only opens, but interactions. Here are three key elements to ensure success.

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How do I gain print coverage for my clients in today’s ever-changing print industry?

It’s harder than ever to get a print reporter’s attention and your story covered. But not impossible. Here are some tips for breaking through the clutter and making reporters take notice.

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Do I need an online press room? And if so, what are best practices?

Designing a quality press room doesn’t simply mean populating your website with your latest press releases: It should be easy to find and navigate, while providing all the relevant assets reporters need for their stories. Here are a few do’s and don’ts to consider to ensure success.

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How does the new Instagram algorithm work and how can I make it work to my advantage?

Many brands are recognizing the need to have an Instagram presence. However, to be successful in this ever-changing platform, it’s important to have a strategy—especially when partnering with influencers for sponsored content.

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How long does it take to get a media placement?

Media Relations is a long-term investment. Learn more about what to expect and the top factors that affect garnering media coverage.

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How can I write better marketing copy?

Writing marketing copy can be challenging. And, with 4.6 billion pieces of content produced daily (according to LinkedIn), use these five tips to be sure your copy engages your readers.

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I’ve decided to put money behind our social media, how do I get started?

These days, it can be more of a challenge to reach your ideal audiences organically. When you decide to supplement your social media strategy with a paid promotion, there are a few steps to take first.

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What should I consider as I am looking to create visuals that support my brand?

Visual content has become a staple in today’s marketing and communication efforts. However, visuals must be part of an overall brand marketing strategy.

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How can I measure the effectiveness of my marketing campaign?

When creating marketing goals, sales conversions may be one way to measure success, but it's not the only way. It's important to understand the difference between marketing objectives and business objectives when measuring the effectiveness of a marketing campaign.

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How do I use social issues to demonstrate purpose and disrupt my category without damaging my brand?

Consumers today demand that brands have a purpose… and to take a stand on relevant issues. So how do brands navigate the increasingly sensitive landscape without stepping on the land mines?

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Should I use Instagram for my business?

An Instagram strategy can be a helpful way to reach your target audience and achieve your business goals…but it’s important to first consider these factors.

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How important are social media influencers and should I incorporate them into my marketing plan?

Companies all over the world are forging relationships with bloggers and content producers in an effort to reach their audiences. Is it right for your business? Here are some factors to consider.

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How do I maximize my trade show investment?

The key to a successful trade show is realizing that participation starts several months before the event and continues during and after the show concludes. Thoroughly planning ahead for all three phases will help increase opportunities and maximize your investment.

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Falls Findings: December Social Media Update

Each month, Falls scours the social and digital marketing world to pinpoint must-know platform trends, updates and algorithm changes. We have compiled the top news you should know about and why you and your business should take note of this pivotal social media news.

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Networking: Important or not for my business?

For many professionals, networking is a chore – it’s something you do because it’s good for your business. Others dismiss networking as a complete waste of time. In reality, it’s a tool, and when used correctly, it can be extremely beneficial to your company.

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How can your business use research to gain new customers?

Often, a well-designed research project can help pinpoint what’s driving perceptions of your business and provide the insight needed to address potential concerns.

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Do contests work?

Implementing a contest may be an effective way to drive product awareness or brand engagement… but here are the things to consider first.

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How can I optimize my content marketing efforts?

September in Cleveland means football…weather changes…and Content Marketing. Hear what Falls Communications found to be the top insights straight from CMWorld 2018: 10 approaches to optimize your content marketing efforts.

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When it comes to social media content, what are best practices and newest trends?

Social media content must be strategic, yet sharable. If you want your social media content to be engaging and effective: be helpful to your audiences to generate interest and be visual to ensure it’s digestible and memorable.

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Should I put more energy into building a following on social media, or a blog?

Both social media and blogs have advantages and disadvantages. It’s all about finding what works for you, your business and your overall goals that will help determine which is the best solution.

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Can I get national media attention for my local event?

Local events are great ways to connect with the community, create a larger brand presence in your hometown and have a little fun. It’s likely you can get the local news stations or the main daily newspaper to cover your event but is your event of interest to national media?

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Is there such a thing as “content etiquette”? Can I use similar content on different platforms?

We’re all creating content at a record-level pace, but given the average attention span is about eight seconds, is anyone actually reading/listening to/watching all of our content? Likely not – which is why repurposing content on a variety of platforms to suit your audiences’ needs is key.

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Should I plan a media tour and what can I expect?

When you have news to share, a media tour can be an excellent vehicle to engage directly with journalists and build lasting personal relationships.

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How can brainstorms be conducted to effectively develop fresh ideas?

Brainstorming has been a popular method for creative problem solving for decades. Learn how you can add structure to your session to create an environment for sharing – and in the end generate new, strategic ideas.

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Why is being authentic so important in communications today?

Being authentic means being true to your brand and connecting with your audience in a way that focuses on them and their needs; and less on your product and its specific benefits.

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I am searching for an agency. How can I write the very best RFP?

So often, one of the biggest issues with the RFP process is the winners are usually selected not based on their creativity, strategic thinking or talents of serving clients… but rather on how well they fill out paperwork.

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How can you get media exposure for a consumer product that isn’t new?

Pitching to the media can be difficult… especially when you don’t have a new product. Learn some ways to make sure you stand out from the rest of the email inbox.

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What size influencer should I use to promote my brand?

Social influencers are opinion leaders who consumers view as reliable resources. How do you know who is best, if audience size is the biggest concern, and what kind of budget to put behind it?

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How can my small nonprofit compete with larger organizations for publicity?

Start by keeping an eye on what is already in the news and focusing on why you do what you do.

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How do I make my B2B communications more compelling?

Customers today expect personalization. Demonstrate that your company understands your customers’ business and their goals.

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How often should my brand be producing new content?

There is no magic number. Each company will have their own sweet spot of how much content to produce and when.

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How do I use social media to assist the media?

Social media offers another way to reach the media. You can provide information ready for posting or share articles your media contacts have published.

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How do I know if I’m getting a good value with an agency?

Value is about more than just the amount you pay for a service or product. Ask questions about the agency’s previous work and what results they’ve produced.

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What’s the secret to writing killer headlines?

It may take some effort, but a great headline will draw people in to see your awesome content.

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Millennials are the new “it” group, so how do I make sure I’m communicating with them effectively?

Millennials value authenticity, so it’s crucial that we speak to them in a way that feeds their need for social connection and uses a true voice.

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How do I write an impactful elevator speech?

You must first understand what an elevator speech is and is not. It should be clear, concise and consistent.

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How do I set the right goals for my PR program?

The best way to set goals is to think about the ways in which a strategy will be measured. Goals should be measurable and achievable.

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How will Facebook’s decision to favor interactions of family and friends over news and ads impact businesses?

Brands may need to work harder and smarter to earn the attention of their desired audience.

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In a changing media landscape, how can I make the most of a media tour?

Use your time with media to build relationships, share insights and provide information they can (hopefully) include in a future article.

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What’s the best way to connect with media at trade shows?

Make the focus about helping them.

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I was asked to do a media interview. How can I prepare?

Make sure you know the subject of your interview. This might sound silly, but there is often a misperception between interviewer and interviewee as to exactly what the interview is about.

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How do I decide what to measure, how to measure it and why?

Start by defining the questions you want to answer. Brands must have a clear picture of what they’re trying to accomplish before deciding what to measure.

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I’m not the next Apple, Coca-Cola or Nike, so why do I need a brand strategy?

Whether you’re a nonprofit, a middle market industrial parts manufacturer, or a startup service provider, a clearly defined brand strategy is critical for success.

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How do I decide if I should use email marketing?

Email has a large reach and high ROI, but it also must fit with your company’s overall business goals and strategy.

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I’ve gathered all this data. Now what do I do with it?

All data may not be beneficial or complete. Sometimes you need to dig deeper into the numbers.

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How do successful leaders positively inspire and influence others?

One word and one action at a time.

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Can you leverage coverage from one media outlet to get coverage in another?

The general rule is no, but there are some exceptions.

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What do you think about using employees as social media ambassadors?

Using employees can be a lower cost way to expand social media reach, but be sure to consider the pros and cons before enacting this strategy.

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What makes a professional development program work?

Although there is no one-size-fits-all approach, your professional development program should be engaging, ever-evolving, personal and supported.

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What’s the biggest mistake companies make when marketing to investors?

Not differentiating between sales and marketing.

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What is niche marketing and who cares about it?

Niche marketing is all about reaching people who already might be interested in your products.

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How can I do content marketing if I don’t have an audience or a story to tell them?

Tell stories that answers your audience’s questions and gives them value without overtly selling anything to them.

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What can businesses learn from how Equifax dealt with its massive data breach?

There’s also a lot that businesses can learn from this breach, as well as Equifax’s response to it. A proper response to a crisis like this can make or break the organization.

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How can I get my brand noticed at a trade show?

Think outside the booth. You should try to find clever ways to highlight your products beyond your space on the show floor.

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How does a government agency or elected official measure social media success?

The value of public sector social media efforts should be measured in terms of how effective the communication is at serving the needs of constituents and how much understanding, transparency and trust is generated as a result.

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Can anyone talk to the media during a crisis?

With proper training and preparation, most people can talk to media in the midst of a crisis. Without proper training and preparation, almost no one should.

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Does speaking thoughtfully still matter on social media?

Yes. Being quick, responsive and interesting are important, but not at the expense of saying or sharing something that doesn’t fit your brand, or – worse – harms it.

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How much content do I need to be effective?

It’s actually not the amount of content you should focus on, but rather the quality and distribution of that content.

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How do I make news if I have nothing new to say?

Start by watching what is already happening in the news, and then find a way to join the conversation.

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What makes a good brand journalist?

Think like a journalist – consider your audience, what story you’re trying to tell and how you can tell it in an interesting way.

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Are podcasts suited for B2B, and what’s the best way to produce one?

A podcast can attract a niche following of people with interest in the subject.

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Is it possible for busy communications professionals to maintain a work-life balance?

Yes, and sometimes good is better than perfect.

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Is the press release still valuable in today’s digital world?

They still have their place – when used strategically and smartly.

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Does storytelling matter in Investor Relations?

In a word: yes. A big, fat resounding yes.

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What’s the best way to pin down subject matter experts for information?

Start by building a relationship, and be sure to do your own research on the topic.

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How does a company with a limited budget keep up with SEO changes?

With search engines updating their algorithms so frequently, making sure your website is optimized for SEO is a never-ending – and costly – challenge.

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What are some techniques to get your creative juices flowing when designing?

One technique that I use is to carve out a large portion of uninterrupted time. I like to create a space where I can explore, think and play with the project.

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How do I attract new subscribers and get higher open rates in email marketing?

Regardless of the medium, be short and clear. Make it valuable and personal.

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How do I get the most out of my agency relationship?

It may sound cliché, but treat your agency like a partner.

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Is corporate storytelling more art or science?

A little of both, actually.

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What’s an acceptable time frame to address a company issue?

Because information moves so quickly today, companies are often operating – and responding to events – at a pace that doesn’t allow much time for critical thinking.

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With so many free graphics and images, do I really need a designer?

Need? No. But should you? Let’s talk about that.

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Should I be thinking or doing anything differently because of President Trump?

Whenever a new president takes office, the transition introduces a degree of uncertainty about how policy changes might affect a company’s business.

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Does Facebook Live work for B2B companies?

As a former television journalist who has done his fair share of live shots, I’m both excited and wary of this relatively new Facebook feature that allows anyone to broadcast a live video from their smartphone.

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