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Nikki Devereux Lends Newsletter Expertise in Referral Rock Story

Florida trademark lawyer, intellectual property

Pinstripe senior project manager, Nikki Devereux, is one of 44 marketers to give advice on creating a compelling email marketing newsletter for Referral Rock. General tips included keeping language conversational instead of a lot of jargon, Tuesday is the most popular day for distribution, and lists are always a popular content tactic.

Nikki mentioned that we “repurpose and make their newsletter fun by sending their newsletter as a series. She says, “This year we have been running a series in which we compare marketing to aspects of Wonder Woman, and it’s been really fun and people are engaging with the content, so that’s always a good sign”.

She also talks about how the information needs to be useful too. “Overall, our general guideline for content is that it has to be useful to our reader – marketing and PR tips, local events, and spotlighting our clients and vendors in fun interview-style pieces”, she says.”

Read the complete article on ReferralRock.com.

See our Wonder Woman series:

Everything I Know About Marketing, I Learned from Wonder Woman
Public Relations Needs to Be Transparent, Like Wonder Woman’s Jet
Confidence Conveys Strength in Marketing
Truth in Advertising: Wonder Woman’s Lasso of Truth
Wonder Woman Marketing: Her Tiara and Brand Identity
Wonder Woman’s Compassionate Leadership

Checklist for Marketers Transitioning Their Position

You’ve been at your position for years and now you are moving on, perhaps to another job within the company or to another company entirely. This is a good time to start making a checklist as you transition out of your position and hopefully help someone new come on board.

Here is a checklist for a graceful exit and smooth transition:

  • Write your job description with bullet points of each task you perform (many will have several levels as you start with high level items and get more specific). Your list is likely much more comprehensive than anything found in the HR department.
  • Provide a list of tools and resources with accompanying login credentials, for instance:
    • Document management (Google, Dropbox, etc.)
    • Customer relationship management (CRM)
    • Web/domain management (registrar, hosting, email, etc.)
    • Social media
    • Digital marketing (Google AdWords/Analytics, Bing Ads, etc.)
    • Email distribution
    • Survey tools
    • Project management tools
    • Media subscriptions
    • Public relations/press release distribution sites
    • Civic and professional association memberships
    • Training
    • Stock photography
    • Awards
    • Vendors / Purchasing
  • Provide information about where to find key documents:
    • Marketing plan
    • Client/contact lists
    • Logos
    • Content (company/product/service descriptions, keyword lists, etc.)
    • Photo/video library
  • Current projects, status, budgets, deadlines, contacts
  • Passwords and physical keys
  • Contact your colleagues and vendors to let them know the news. This will reassure them that they will receive a new project or account manager who will do a great job. If your replacement has started and you are training her/him, take them on visits to introduce them
  • Set up a meeting with your supervisor to go over all the documents you’ve created so they can be another layer of informed support
  • Send cards to favorite contacts thanking them for a great relationship. If you promise to keep in touch, make sure to keep the promise
  • If possible, introduce your replacement to key contacts within your organization that you worked closely with or who were pivotal to your success: a passionate graphic designer who nailed projects every time, a web developer who was very detail oriented and a great communicator, and a mentor who you could bounce ideas off

Depending on your specific position, you’ll want to add to this list. You love the company you currently work for. You love your clients and coworkers. You want to see everyone succeed. The main goal is to make sure that the projects you are working on are transitioned so seamlessly, your clients won’t even know you’re gone!

Things to Consider When Hiring a Marketing Firm

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The marketing firm you choose will be in charge of your brand, so you need to make good decisions on who you hire.

When it’s time to hire a marketing firm, you have a lot of choices to pick from. There are more than 500 advertising agencies, public relations and digital marketing firms in the Tampa Bay area. Many of them are highly specialized, while others can offer a large suite of marketing services. It’s important to be prepared before handing the reigns over to a firm in charge of promoting your brand.

Some Important Questions, First

Going into a relationship with a marketing firm takes some homework on your part. A little business self-awareness goes a long way in understanding the type of relationship you’ll need with the firm.

  • Do you know what your brand is?
  • Who is your ideal client?
  • What geography do you cover?
  • Are your clients local or online?
  • Is there a budget in place to handle all marketing costs?
  • Have you set goals for your marketing?

If you don’t have an answer to those questions, work with your team to determine the answers before hiring a marketing firm.

 

Choosing a Local or National Firm

With all of the choices available locally, it’s rare to go out-of-state to hire a firm. The goal is to hire a firm that fits your needs exactly. There are local firms in the Tampa Bay area that carry a national presence and national companies with a local presence.

The choice really is more about what you prefer when hiring a service. Do you prefer meeting face-to-face? Or can your marketing be handled through video conferencing, email and phone calls? Both are effective ways to communicate and build very successful relationships. In our experience, having a good mix of each one leads to stronger relationships.

 

Setting the Search Criteria

When considering to hire a marketing firm, the following 10 things to consider should be used as a checklist.

  • Portfolio – The firm should impress you with their design and implementation.
  • Experience – A lack of experience could cost you money.
  • Industry Knowledge – Having a firm with industry knowledge reduces the learning curve for them regarding your business. Something to also consider is if their industry knowledge works against their ability to be creative or think outside the box.
  • Capabilities – Smaller firms offer more personalized service, yet may be limited in capabilities, but this is not always the case. Be sure to do your research and ask the right questions.
  • Business Savvy – A firm with solid business acumen will understand the big picture and not just work from project to project. They are more adept with problem solving, too.
  • Channel Expertise – Strong marketing firms understand the channel directions for most industries. This makes them better marketers. They are better at forecasting and seeing the next big thing on the horizon.
  • Technical Knowledge – Marketing is technology heavy. Both print and digital marketing are driven by advanced technologies. The firm you pick should know how to harness these technologies for successful campaigns.
  • Network – How extensive is their business network? These connections can be valuable assets.
  • Communication – Everyone is looking for fast and friendly. How about clear and concise? Honest and thoughtful? Those are special qualities, as well.
  • Personality – It’s a business relationship. Your personalities should mesh well together. What makes them unique is something that can differentiate your company from others.

Make sure each one fulfills your criteria. If no one fits it, then look at what’s really important and how many do fulfill those needs.

At Pinstripe, we have experience with companies across the United States—from entrepreneurs to the Fortune 500. We are passionate about creating tailored campaigns that generate results. Our team has decades of experience within a wide range of industries. Contact us today to learn more about how we can provide the best marketing experience for you.

Social Media Campaign Management Secret Sauce

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A social media campaign for business, whether large or small, is more than just posting photos, ideas, industry news or funny quips on your page. Save that for your personal Facebook page, although you still need to be conscientious here (more on this in another article). A business social media campaign needs to be carefully thought out, align with your business goals, and possess an authentic voice that is considered trustworthy by your readers, followers, and clients.

Planning your social media campaign should take the form of several steps to begin with, but of course you will probably need to adjust over time as your business goals change, your products change, and the business environment itself changes. As always, being agile and adaptable is an advantage when managing your social media accounts. Below are some steps to follow to get you started:

  • Define your target audience – who are your readers, followers, and ultimately, your clients? Start with determining this so that you can formulate a voice that speaks to those people authentically.
  • Set goals – do you want to drive more traffic to your site, a particular product or service page, or just raise general awareness of your business?
  • Create a keyword list that defines your business and appeals to the audience you want to reach – this list will inform everything you write, post and say on all social media accounts.
  • Create a timeline/calendar – how often do you want to publish blogs and post to social media? Create a calendar so that you always know when it’s time to post and the earlier you can define what it is you want to post, the better. This way you are not always scrambling to come up with something the day that you are supposed to post it.

This is the framework of your social media campaign. Once you have an understanding of all of these items and your calendar is in place, you can start gathering your content. Business social media is all about sharing content, stories, case studies, and ideas that are relevant, useful, and/or helpful to your audience. It’s not only about promoting your business. There is no better way to lose your audience’s interest than to constantly post about your products and why someone should purchase them, or even posting coupons or sales. People want information! We recommend a ratio of 10-15% business promotion and the rest is all content that the reader can actually use. In some cases that may even be giving away some of your business’ “secret sauce.”

A great example is this very blog and, in fact, most of the articles on our blog. We are experts in social media marketing and many of our clients hire us to do just what we describe in this article. Why would we give away these secrets? Because we sincerely want to help. If this information is useful to your company and can help you run your social media campaigns more efficiently, then we are happy to have impacted your business in a positive way. However, we also realize that taking the above steps can become time-consuming, and many business owners quickly realize they are in over their head. If that’s the case, we exist to help you in this way as well – to fill in the gap you have in social media marketing so you can work on your business. If that’s the case, please contact us and we can come up with a social media management plan that will fit your business and budget!