In episode 9 of The Digital Download, we share our thoughts on the .porn and .sucks domains. Taylor Swift has sparked the debate if celebrities and companies should purchase these top-level domains before they go live on June 1st. Will these domains become the next big thing that brands need to worry about, or are they just a fad that will fizzle out quickly? Tune in to find out what we think.
According to a recent story on Advertising Age (Ad Age) “Agency Arms Race Grows for Video Production” the previous want for internal creative units is now a need for agencies of any type. And, the agencies who have not yet come to realize the shift, or fail to explore internal video and content production, are vulnerable.
In episode 8 of the Digital Download, we share our initial thoughts on the live video streaming apps Meerkat and Periscope. Meerkat, which launched back in February was first to hit the App Store, followed closely by the Twitter-owned Periscope on March 13. After Twitter cut off Meerkat’s access to their social graph, the app has faced significant challenges, including a notable drop in users. Periscope has issues of its own, though. With users reporting a lag in comment time and a bulky streaming function, it looks like Periscope has a mountain to climb when it comes to scalability. Who will come out on top? How can marketers leverage these tools for their brands? Tune in – find out.
As an intern diving into the world of media relations, I thought that pitching would be a breeze and that every editor would respond and be enthused that I reached out to them. Boy, was I wrong. Not only does the content of the initial touch point, the pitch, have to be compelling and interesting, but it must also be tailored to the editor. Bumps in the road – like dated contact information, embargo omission, lack of attachment, etc. – may arise, but if you keep in mind the following tips during the pitch construction process, you’ll be on your ways to more “yes” and less stress!
The media landscape is always changing. As we highlighted in a previous post about the ways content marketing will change PR this year, the pitch continues to evolve.
However, with the changing landscape and evolving media pitch, there are some things that still ring true: the pitchwich. What is the pitchwich, you ask? It’s the pitch at its most basic form, broken down by yes, parts of a sandwich.
April showers bring May flowers as the saying goes – but over here at BLASTmedia, it is also raining client success! As, like the buds, the birds and the bears, we are all just emerging from the winter doldrums, our clients have already sprung into success with top-tier media coverage.
Offsite clicks for Instagram, a potential gut-jab to advertisers PLUS a Twitter inception? Just another action-packed week across the media landscape. Learn about it all on this week’s digital marketing download:
- Carousel Ads Debut on Instagram. The beloved Instagram took a huge leap forward as a marketing tool, giving advertisers the ability to outbound link from Instagram posts for the first time. The functionality is part of a new carousel-based ad unit and its format features multiple images that users can view by swiping left within the mobile app.
- YouTube Confirms Plans For An Ad-Free, Subscription-Based Service. The streaming video website owned by Google reportedly disclosed the planned paid service in an e-mail sent to producers of top video content and obtained by various media outlets. The correspondence didn’t list a subscription price or availability date, but Bloomberg cited an anonymous source who said the paid service would be available before the end of this year.
- Twitter Officially Launches Its “Retweet With Comment” Feature. “Retweet with comment” now allows users to embed a tweet in their own tweets, which lets them skirt past Twitter’s 140-character limit when writing personal commentary. The feature is now available on Twitter’s site and iPhone app and will be available on its Android app shortly.
Thirsty for more? Of course you are. Connect with us on Twitter for an ongoing schmorgesborg of social media news.
In episode 7 of The Digital Download, we talk about mobile advertising and the importance of having a mobile optimized landing page for your ad campaigns. Mobile ads have established themselves as an important tool for every digital marketer to have access to. Having a quality landing page can be the difference between a campaign spurring great success into the future and struggling to crate a positive ROI.
By now most people understand that social media offers companies a unique way to engage with consumers on a personal level. Businesses do it every day, both good and…not so good. So how do you run a successful campaign with social media? Interacting with your current audience is essential, but its also important to continue to build that audience, to get your brand in front of people who don’t know you, but would like to. One of the easiest ways to do this is by leveraging paid advertising within your social media of choice. Here are the top 5 social media paid advertising tips I’ve learned during my tenure as an intern with BLASTmedia:
Recently reading an article on Entrepreneur from a fellow PR professional, 4 Things to Consider Before You Get a PR Team, I thought about how impactful PR can be, but how brands have to be ready for the undertaking. As my colleague Brittany Wright pointed out in our recent post Why Media Coverage Doesn’t Equal Sales, PR isn’t a magic bean that instantly grows your business; it needs the support of an integrated marketing strategy to deliver results.
Before embarking on a relationship with a PR firm, or hiring an in-house team, brands need to be prepared with expectations, content, market knowledge and support to make PR pay dividends. The Entrepreneur article outlines four astute questions that brands should ask themselves before hiring a PR team:
- Do you have something to say?
Product launches and company announcements are great for PR and can build a foundation for your strategy, but most companies don’t have a newsworthy announcement every month. To have a successful PR program, brands must have something to say – market knowledge, opinions on industry trends and reactions to timely topics.
Building brand credibility not only works to legitimize your company to media, but also to potential customers and partners. If your PR team is worth their salt, they’ll be getting creative and working to find ways to plug your expertise into market trends, future predictions and current events, so don’t be scared to jump into a conversation. As the author of the Entrepreneur article points out, “It’s important for you to have something to say — and not always about yourself.”
- Do you have proper expectations?
I’m not much of a baseball fan, but the article uses America’s pastime as an analogy for PR – before you start your first or next PR campaign, set your expectations. Do you want singles and doubles that are easier to obtain, or more few and far between but impactful triples and home runs? We recommend a combination of base hits and runs scored, a steady pour of media coverage from industry trades and national media.
Young companies, and even enterprises who embark on full-scale PR for the first time, have to set clear expectations with their PR team and be reasonable about out-of-the-gate expectations. As we drove home in our podcast PR’s Place in the Sales Funnel, PR is a tool for top-of-the-funnel lead generation and isn’t a standalone sales engine, so those expectations need to be clear from the onset of a new relationship.
- Do you have a plan for leverage?
So, you’re getting media coverage for your company, now what? Without the proper support from other digital marketing arms, coverage is just coverage for coverage’s sake. You must have a plan in place for leveraging media coverage with your sales teams – using coverage clips to move a sale along or impress that hot lead – and with your social and paid media efforts.
At BLASTmedia, we always recommend an integrated digital marketing strategy to not only maximize media coverage, but reach customers at every step in the sales funnel.
- Do you have the resources?
When you hire a PR team, they’ll of course be taking on the bulk of the work, but they’ll need your buy-in to earn media coverage. When getting started with a new PR campaign, we always ask for these four resources:
- Available, knowledgeable spokespeople for media interviews
- Thought leaders to serve as authors for bylined content
- Access to product roadmaps and upcoming announcements
- Access to internal thought leaders for story mining sessions and tech/industry questions
BLASTmedia has been doing PR for 15 years, and every campaign we’ve done is slightly different, but the overall goal is always the same: drive meaningful results that make a business impact. If a brand has answered all these questions in the affirmative, we’re ready to start making an impact for your brand – just give a shout to our president Lindsey Groepper to get started.