Tag Archive for: consumer services

What Does a Cannabis PR Agency Do?

, , , , , , , , ,

The unfair and highly politicized stigma that once surrounded the use of cannabis is quickly dissipating as more states embrace legalized cannabis and cannabis-related products. The earliest cannabis brands hired PR firms to reduce stigmatization. With a budding industry on the rise, more companies are jumping on the cannabis bandwagon. While this hyper-growth is great for consumers, it has created competition in the cannabis marketplace. How can cannabis companies set themselves apart to capture a chunk of the profit? No doubt, hyper-growth cannabis companies absolutely have distinct PR needs.

To keep up with industry growth, the time may be right to consider hiring a cannabis PR agency. PR isn’t just for high-profile celebrities. Public relations firms can help you market yourself, your unique products, and let the public know how you stand out from the crowd. However, before you hire a PR firm to represent your business, consider how a cannabis PR firm may benefit your company and how to choose the right firm for your needs.

What is a PR Agency?

Public relations agencies are multifaceted firms that specialize in promoting and growing other businesses through editorial coverage. Editorial coverage is sometimes known as “earned” or free” media because it isn’t a paid placement in an outlet. A PR agency generally doesn’t buy or place ads on social media or through billboards. A PR agency knows how to leverage the media for the benefit of a company. Media can include local news, national news, newspapers, magazines, and websites.

The ultimate goal of a PR agency is to promote the best interests of its client by generating favorable media coverage. When potential customers view this coverage, it builds brand recognition and trust in the company. The positive public opinion can then help translate into sales for the business.

What Does a Cannabis PR Firm Do?

A cannabis PR firm specializes in drumming up positive media coverage for growing cannabis businesses. They generally will use their resources to pitch story ideas to various media outlets. They will then follow up with these media outlets to convince them that the story will interest their viewers or readers. In the end, the media outlet gets a piece that entices its audience. The cannabis company then gets recognition. A good agency understands how to take a company message or campaign and translate that into a positive media piece.

On the flip side, a cannabis PR agency can also help a business mitigate the fallout from a less than ideal or unfortunate situation. A good firm is always strategically thinking about how to protect a client from potentially hurtful coverage. An agency can also help formulate a response that is both appropriate and has the potential to turn a situation around.

Overall, you want a cannabis PR agency to be well-versed in the following:

  • Writing and distributing press releases
  • Following up with appropriate media outlets after the release of a press statement
  • Crafting pitches
  • Product placement
  • Writing speeches
  • Crisis management
  • Copywriting
  • Blog writing
  • Market research
  • Event planning
  • Community engagement
  • Non-profit relationship management

Some of the most successful PR firms have former journalists and news people on their staff. These individuals generally have inside knowledge of the media industry and can leverage their former contacts and skills for the benefit of cannabis clients. These professionals know what stories media outlets generally select and can help convince them that coverage of your materials is beneficial to the outlets and the community.

Picking a Cannabis PR Firm

In many areas, cannabis is a relatively new business. When looking for a PR firm to manage the image and media coverage of a cannabis business, there is an important initial question. A company should ask if the agency has previous experience working with the cannabis industry. Why is this the most important question? There are limitations on the types of material and information that can be distributed about cannabis in some jurisdictions. A business will want to make sure that the PR firm they are working with understands the intricacies of working with the media and cannabis-related businesses. Knowledge of the industry helps ensure that your coverage is positive and accurate. It will also ensure that media outlets distribute coverage with the best chance of being picked up and not tossed in the press-release trash bin.

Beyond looking for an agency that understands the unique challenges of working with cannabis-related businesses, you will want to sit down and outline your marketing goals. What are you hoping to achieve? What is your budget? What are you expecting a firm to deliver? Establishing your objectives and goals early will help in selecting the best firm for your company. Once you determine these objectives, find a PR firm that aligns with your goals. Consider the following:

  • What is your budget?
  • Do they specialize in a specific industry?
  • How do they measure success?
  • What is their communication style?
  • How often will they be in contact?
  • Does their team have experience in PR and marketing?
  • How do they generate coverage?
  • Do they have experience handling crisis situations?

Hold meetings before you settle on a PR firm. In these meetings, you can ask plenty of predetermined questions pertaining to your concerns and goals. Consider these meetings an interview process. You want the best candidate for the job. Effective coverage doesn’t happen passively. It is a process that needs to be actively pursued and nurtured. The PR team you choose should be aggressive, responsive, and communicate with you throughout the PR process.

PR as an Investment

Making investments in your business is essential to growth. You know how to cultivate relationships with growers, suppliers, paraphernalia manufacturers, consumers, and sometimes even local artisans and craftsmen. Securing the help of a PR firm is another form of investment in your business. A solid relationship with a cannabis PR firm can help increase recognition, brand loyalty, and visibility in the community.

Eventually, these attributes can start translating into new customers, repeat business, and profit growth. The relationship between the cannabis industry and the media is always evolving. If you’re ready to experience growth and visibility for your business, hiring an experienced cannabis PR agency is the next step to developing your product’s brand.

by

5 PR Trends CMOs Need to Watch in 2022

, , , , ,

5 PR Trends CMOs Need to Watch for 2022

[6 minute reading time]
There’s no shortage of uncertainty in marketing and PR planning for 2021. But there are some trends happening that are sure to impact PR and Marketing in 2021. At Avaans PR, CMO’s love us because we know consumer trends impact where our target audience will be, the frame of mind they’ll be in and what journalists will write about.  On a tactical level, trends impact our content creation, journalist relationships, and campaign recommendations we’re making now and in the next year. We’re ready for 2021 to require agility, but we’ve found that even agility requires forward-looking and yes, some planning. These are 5 of the marketing and PR trends for 2021 we’re watching on behalf of our consumer-forward brands.

PR Trend #1: Techlash Continues

From a PR trend perspective, this has a tremendous impact. Now is the time to reimagine how you’ll use social and digital media in 2022, from both a marketing and PR perspective.

The sting of social media won’t soon to be forgotten by consumers, regardless of political affiliation. During 2020, in particular, during the pandemic, social media took on outsized importance, but also affected consumers in new ways, and not all of them positive.

Yes, consumers continue to spend time and even buy on social media, but they are spending more and more time in micro-groups of their own on platforms like Slack or Messenger, or in like-minded platforms. This means brands will have to be extremely smart about their placements and presence in 2021. The separation also requires brands to be exceptionally clear about who their customers really are.

Further, the coveted 25-55 college-educated, earning $100,000 or more per year are using social media for customer service. This coveted group will not support companies who don’t support customer care. If 2020 was the year of pandemic-related customer acquisition for your brand, 2021 will most definitely need to be about keeping them happy and engaged. Part of that will most definitely be a branding effort to existing customers, ensuring your values align with theirs (more on purpose-driven initiatives below).

But it’s not just customer service affecting social media in 2021.  e-Marketer reported:

We have increased our forecast on mobile messaging and now believe time spent by US adults will grow by 4 minutes in 2020, to 24 minutes per day, not only due to the pandemic but also data showing strong engagement on messaging services like Facebook Messenger, WhatsApp, and Apple iMessage.

 

PR Trend #2: Work With Media in New Ways

Whether it’s TV, programmatic, or print, all media outlets are bracing for reduced advertising revenue in 2021. This will have very real implications for public relations initiatives.

First, according to Edelman, trust in media actually increased in 2020. This means you should absolutely be leveraging the trust of other outlets, particularly in lieu of the distrust around social media. However, you should do so with earned media and branded content.

Expect to see more “branded content,” in 2021. Well done branded content can be very effective in both PR and branding, so consider these options carefully. Branded content is better received than traditional ads, in fact, Second Street Lab reported in June that branded content through premium publishers sees a 50% brand lift.

Further, outlets will need to keep eyeballs on their content, to help drive ad revenue, brands with media relations campaigns should be looking at ways to support outlets who support them. At Avaans PR we are actively doing this for our clients already and seeing great brand lift and also enhanced journalist relations.

 

PR Trend #3: Purpose-Driven Buyers

Trusted brands saw huge increases during the pandemic, up to 50% growth, according to McKinsey. This is due to an unprecedented shift in brand loyalty during the pandemic.

Even pre-pandemic, affinity for brands who take a stand and align with consumer’s values were seeing real ROI on purpose-driven initiatives. As Americans slog through the pandemic, they are consistently re-evaluating priorities, this is especially true for Millenials and GenZ.

PR trends for 2021, include self-love and body positivity will be a purpose for many buyers, especially those who emerge from isolation hibernation with a few extra pounds. GenZ is feeling stressed. While some are still below the age of 18, they remember the great recession. Right now, self-care and home comfort are top of their list. Pre-pandemic, GenZ was actually returning to malls, but the pandemic has left this generation feeling a bit powerless and reconsidering purchasing behavior, at least for now. But 51% of GenZ’ers say they will return to in-store shopping. But when GenZ returns to stores, according to Retail Dive, they’ll do so with the expectation of safety and a frictionless environment that mirrors the ease of online shopping.   GenZ is also moving towards “thoughtful consumption,” especially those brands with responsible sourcing, environmentally friendly policies or support social issues. Local businesses and minority-owned businesses are also on their radar in a whole new way.

As for Millenials, the eldest of whom are in their 40’s already, are leading the way, followed by the often forgotten GenX, to continue online shopping across almost all verticals from essentials to alcohol, according to McKinsey.

Plus, record low-interest rates have created a whole host of new home buyers. In September 2020, 60% of U.S. homebuyers were Millenials, they’re likely to spend an increasing amount of time at home, items that allow them to spend more quality time with friends and family will be attractive, so delivery and home-based products will take a new focus for that generation.

PR Trend #5: The New Corporation

The media loves cultural changes and the radical changes to corporate America as a result of the COVID pandemic are monumental. From new work structures resulting from work from home to updated DEI hiring practices, diverse executives, and the great resignation, the media is covering companies through a very different lens today.

Technology is a considerable sub-topic here. If your brand is using technology or inventing technology to address these radical changes, there are considerable thought leadership opportunities for you.

From a spokesperson perspective, the media is also being more proactive about gathering a multitude of diverse perspectives on almost any topic. If you’re hiring corporate spokespersons or brand representatives, be clear on your objectives, and your audience. Not all spokespersons are useful in PR, and that doesn’t mean they aren’t perfectly good spokespersons for things like ads or social media, but they might not get a lot of lift in PR.

Trust is no longer a trend – it’s an imperative. From a public relations standpoint, you’ll want to be thinking about how your brand will differentiate itself in the media and marketing activities. With trust and security taking new precedence, brands will need to think about how they will reinforce those messages in a brand-consistent way.  Now is the time to explore partnerships and the potential activations, which will create the memorable moments consumers are craving.

From tourism to retail to direct-to-consumer products, brands will need to be thinking about how they will be relevant at the right moment.

From content to media relations to events, now is the time to plan, but bake in flexibility. For example, secure your video producers now, and create three original scripts, secure the time and the talent now, so you can move faster than everyone else when the moment is right.

PR Trend #5: Cross Collaboration

This is the year where everything needs alignment. If you haven’t already, tear down the silos between PR, Marketing, and Branding. Get those people together now so they can be more effective together in 2022. Think about how each department can align on digital and in-person initiatives. Think about initiatives that are word-of-mouth worthy, there will be plenty of industry and even national coverage for brands that are thoughtful about how they align.

A unified, personal experience will be an expectation in 2021. So ensure your messaging, your purpose, and your plans are operating together, not just in tandem, but together.

Use your owned, earned, and paid media together in new ways and your brand can benefit from the realignment of brand loyalty happening right now.

 

If you’re ready to use these and other marketing & PR trends for 2021 in a more customized way, let’s talk. 

This article has been updated

by

Create an Edge with Powerful Purpose Driven Public Relations

, , , , , ,

Why Purpose-Driven Public Relations Have an Edge 

It’s easy to see why some companies are skeptical of shifting to a “purpose-driven” business model. Doing so requires companies to take a position on important, potentially controversial issues like environmental protection, workers’ rights, racial and gender discrimination, income inequality, and so on.

Is Taking a Stand the New Social Media in Public Relations?

Taking a stand can generate a swift backlash from the community and consumers. For an example, look no further than the reaction from many fans of the National Football League when several players, most notably San Francisco 49ers quarterback Colin Kaepernick, knelt during the national anthem as a protest against police violence.

The NFL is one of the few monolithic institutions left in American life, and the response from its fans would seem to discourage other brands from getting involved in political and social issues. Even President Donald Trump got involved by putting pressure on team owners and league officials. And yet, the NFL’s handling of its players’ police violence protests offers an instructive example of why brands should lean into social causes instead of avoiding them.

After all, what was the ultimate outcome for Kaepernick? The NFL caved on player protests and is allowing social justice messages in the end zones this year. Kaepernick partnered with Nike on their “Dream Crazy” ad, which helped spread his message to a much wider audience. Though the ad was criticized in some quarters, most people responded positively to it. Younger audiences, one of Nike’s key demographics, responded especially well.

Making that ad was a risk for Nike, but it’s a risk that clearly paid off. By being aware of social trends — particularly among some of its core customers — and partnering with someone who had legitimate social justice credentials, Nike scored a public relations coup and rode the wave to increased sales.

Jumping into the realm of social activism is new for Nike, but other brands have engaged in social, political, and environmental causes for many years now. The clothing company Patagonia, for instance, supports many social causes, especially groups focused on the protection and preservation of public lands in the United States. They’ve also imposed a “1% for the Planet” tax on themselves, in which they spend 1 percent of their sales (not just their profits) on environmental activism while encouraging other companies to do the same.

Another brand that’s making headway in terms of changing the way business is done is King Arthur Baking Company. Unlike many larger bakeries, King Arthur is a private company that is owned by its employees and is a benefit corporation. This means that having a positive impact on the world is built into the company’s corporate structure. In an article for the New York Times, Ralph Carlton, one of King Arthur’s chief executives, said “Being accountable to our employee-owners means we have to take them into account. We don’t believe in growth for growth’s sake.” The company’s message is clearly resonating with consumers; according to the Times article, King Arthur’s sales tripled this past spring when many people went into quarantine and started baking their own bread and other goods.

Is a Purpose Driven Public Relations Strategy for Everyone?

These examples and additional research illustrate the gains to be had for brands that embrace social causes. For instance, the research firm Accenture found in 2018 that 63 percent of consumers prefer to support brands that share their values and beliefs. In that same study, Accenture also found that 62 percent of consumers want brands to take a position on social and political causes, and 65 of consumers said their buying decisions are influenced by the values, actions, and words of a company’s leaders.

As we saw with Nike, these trends are even more pronounced among younger audiences and consumers. Other researchers have found that 54 percent of teens age 16-19 boycotted or bought from a brand because of its ethics. Furthermore, 63 percent of teens say they are more likely to buy from brands that back charities or other causes they believe in.

These figures provide more evidence that consumers are eager to buy from brands they perceive as having strong morals and values. However, brand trust is a precious commodity that companies should not take for granted. About 37 percent of teens surveyed in the study mentioned above said they didn’t trust the claims brands make about the causes they support, and 69 percent of teens in the survey said brands overstate how much they support the causes they supposedly champion.

That last point is critical. It’s not enough for companies to say they want to make the world a better place, they have to back it up with their actions and policies. If you tell consumers you’re moving to a purpose-driven business philosophy, you need to give them proof.

Once again, we can look at Nike for an example of this theory in action. Regardless of other criticisms the company has faced in the past, making Kaepernick the centerpiece of a campaign took courage, as he was a pariah in many circles and hadn’t been a star player for several years. But because Kaepernick had sacrificed his career and his reputation for his beliefs, Nike benefitted from his social justice bona rides.

As more consumers push for brands to become more socially and politically engaged, companies that have already adopted a purpose-driven approach or are willing to make a good-faith effort have a tremendous advantage in the marketplace. If you can show consumers that your brand shares their values, they’ll flock to your business.

How to Celebrate a Purpose-Driven Public Relations

 

Of course, getting your message in front of consumers is easier said than done. You need a public relations firm that understands the challenges purpose-driven brands face and the benefits they can provide consumers. Fortunately, PR for purpose-driven brands is what we do at Avaans Media, and we can help show the world what makes your company special.

It’s important not to be too bold or too generic when it comes to PR for purpose-driven brands. You need to be specific about what you’re doing and how it’s generating the kind of positive change you’re striving for. We’ll create a campaign that’s tailored to your company’s specific strengths and goals, and we’ll show consumers that you’re serious about achieving those goals.

This kind of campaign is something we already have experience doing. One of our biggest successes came from helping a nonprofit create content to help parents who were non-native English speakers improve their children’s early education outcomes. We listened to what they wanted to achieve and created streamlined, easy-to-understand social media content for parents to share with each other and their children. Furthermore, we helped the nonprofit lobby the state legislature to fund early education programs for pre-kindergarten students.

Our campaign was a tremendous success, generating more than 401,000 impressions over six months among our target audience, with an engagement rate over 50 percent. The state legislature also saw the extensive community support for the program and funded more early education programs, providing an even greater benefit to the community.

Our organization has the tools and talent to bring this kind of success to your purpose-driven brand. To learn more, visit our contact page to schedule a call with one of our offices. You can also find us locally in New York, Los Angeles, Honolulu, Phoenix, Denver, and San Diego.

by

5 Steps to CPG PR Crisis Planning

, , ,

For most CPG brands, it’s not a matter of IF there will be a PR crisis, it’s a matter of when, particularly if you’re in an emerging industry where the regulations are ever-changing, the research is emerging, and the deals are getting bigger. This is a perfect storm for a public relations crisis.

Most of the time CPG companies come to us because they want to share their story, appear in the press, create noteworthy and press-worthy activations and add value to their brand, all perfectly delightful reasons to hire a PR firm. It’s the fun side of PR work.


Why Plan for a PR Crisis When One Hasn’t Happened? 

According to Plos|One research, true rumors are confirmed within around 2 hours, but it takes over 14 hours for the average false rumor to be debunked. 


But the fact is, some of the most important work a PR firm can do for you is crisis planning. We recently had an entrepreneur refuse crisis planning because they “didn’t want to even think about it.” That was a major red flag for us because it’s an outright refusal to protect the brand and create a plan in which we can perform our best services in the case of a crisis; we decided the potential client wasn’t a good fit team Avaans PR and opted not to pursue the relationship. PR crisis planning is not sexy. It’s not fun. But it is important to your brand’s value and most importantly, it will help you sleep at night.

The time to manage a crisis is BEFORE it happens, you can’t expect your team to be prepared in a moment of panic. At the bare minimum, cannabis brands should put together a PR crisis plan. Exact strategies for your plan and the triggers to implement may vary, but in the world of rapid-fire news, cancel culture, and social media, having a plan is the most important step.

Step 1: IDENTIFY YOUR PR CRISIS TEAM

Depending on your brand, your cannabis PR crisis team may at the very least include:

  • Chief Executive Officer
  • Chief Marketing or Communications Officer
  • Brand Spokesperson
  • Public Relations Agency and Investor Relations Agency

Depending on the nature of the crisis

  • Law Firm
  • Human Relations
  • Product Formulation
  • Social Media Specialist
  • Customer Service

If that list seems long, that indicates how complicated a PR crisis can be. Not all  these people will be part of every single crisis. But it’s important for every one of these people to understand their role and stick to their role during a crisis. Each of these people represents different points of contact for various stakeholders. They should also have a seat at the table during the second step.

STEP 2: IDENTIFY POTENTIAL CANNABIS PR CRISIS COMMUNICATION SCENARIOS

Some CPG PR crisis scenarios are unique to CPG, others are not. But your key crisis team members need to be involved with the identification of crisis from the start. An important thing to remember is that a crisis can happen just because someone said it did, not because it ACTUALLY happened. We see this happen on social media frequently. For example, if someone accuses your company of fraud and makes the lawsuit public, whether you committed the alleged acts might be irrelevant; if the information is in the press, you may still need to defend yourself against it.  Another unforeseen example of this is the Tide Pod Challenge. When thousands of social media posts started popping up encouraging young people to eat Tide Pods, even though Tide has nothing to do with the challenge, Tide had to respond both in the immediate and long term, and researchers said the entire incident may have helped their brand image because their response was so swift and extensive. 

On the other hand, you should also determine what the trigger points are for responding to a crisis. Some crises’ need an immediate response from a company, some are better left communicated to a small audience and in other cases, in this fast-moving media world, it might be best not to execute a response at all. There is no “one size fits all,” for your response. The old adage of “get out in front of it,” still applies, in specific circumstances, but other situations require a more nuanced strategy.

A crisis that include consideration might be:

  • Injury to staff or public as a result of your product, processes, or location
  • A quality control issue, defect, or product recall
  • A natural diaster that effects your business, such as an earthquake, hurricane or flood
  • Legal action or public claims about an employee, client or customer
  • Emerging research or regulatory investigations that affect your product, your clients or the industry
  • Executive Leadership change

STEP 3: IDENTIFY STAKEHOLDERS AND AUDIENCES

Each CPG PR crisis may have multiple stakeholders who should be notified of a situation; in most cases, there will be multiple stakeholders. Your responses to each audience should be consistent but may vary in technicality, point of view, or details.

  • Employees
  • Customers
  • Dispensaries
  • Partners
  • Investors
  • Government Regulators
  • Industry Media
  • National Media
  • Local Media

STEP 4: DETERMINE COMMUNICATION FORMATS

Again, strategies will vary depending on the PR crisis, but you should determine in advance HOW you will communicate your message. For example, will you address to the media or will you issue a press release? Will you comment on social media or will you make a video? Is this a matter that needs to be released to investors and if so, what is the timeline? Press conferences are rare in the CPG industry, but there may be a circumstance where this would be an effective tool.

STEP 5: IDENTIFY WHERE IMPORTANT INFORMATION IS HELD

Your key crisis communication team should have access to important contact information for each other, including emergency contacts and follow-up contacts. Your PR firm should have at the ready multiple pieces of information which will be needed in the case of a crisis. Having information on hand can sometimes be the difference between undesirable media coverage and squashing the coverage altogether.

LISTEN UP: THE ONGOING STEP

In the day-to-day of running a CPG brand, it’s easy to miss the signals. Be sure someone from your PR team is keeping an eye on industry trends and evaluating how they might impact your overall reputation and any crisis plans in place.  Having your finger on the pulse of these waves can help you navigate changing consumer, political, and investor perceptions more adeptly. From social media listing to media monitoring, when it comes time to decide about response triggers, you’ll have more insight into what kind of response will be well received.

There’s no single solution to CPG PR crisis planning. Your plan will be distinctive to your company culture, values, leadership, and risks. But should a crisis hit, you’ll be grateful for the plan that gives you a path for decision making.

by

Social Advertising for Travel, Tourism, and Lifestyle Brands

, , ,

Social advertising is here to stay, but with all the options available many brands don’t feel comfortable with the many options, formats, and platforms available. For travel, tourism and lifestyle brands, social advertising is the pre-eminent form of advertising because it so brilliantly works with your customer funnel, your PR and your branding.

If this sounds like you, please keep reading. If you’re feeling 100% in control of such questions such as how much you should spend, how exactly to target your audience and what format makes the most sense for you then I’ll save you some time, you don’t need this blog post.

How much should I spend on social advertising?

Without a doubt, this is the most common question we encounter.

Every business starts with answering this question with a clear understanding of the Lifetime Value (LTV) of customers. A good rule of thumb is your ad buy should be a 3:1  LTV: Cost to Aquire over a 12 month period. For luxury brands or boutique brands that ratio may vary, slightly, but that’s a good rule of thumb.

The next question is “what will I get for this spend?” Again, an absolutely fair question and we have a process for determining this and ways to maximize your spend.

In social advertising, especially Facebook advertising, it’s exceptionally important that you’re clear on your objectives.  Is your objective awareness of recent PR?  Perhaps you’re announcing a new luxury service and want to increase reservations. We can help you identify the most effective objectives for your budget and optimize your ad spend. It’s also very important that your social ads match the customer journey, that’s one of the advantages of social advertising.

How to target your social advertising audience?

All digital advertising includes remarketing tactics, but social advertising also includes very sophisticated other ways to target and this data gets incredibly insightful when using Google Analytics to identify existing web traffic. That’s one small tactic that saves time.

Using all the existing digital data at our disposal is important. Social advertising audiences can even target competitors’ potential customers. There’s an endless number of ways to target audiences, and this is the rub, because frankly, from junk audiences come junk results. Your audiences should also match the ad’s destination for customer phase. For example, there’s no use sending a cold audience direct to a sell page, people unfamiliar with your brand will rarely purchase immediately. Spending time allowing your audiences to get to know you and your place in their lives will save you thousands in acquisition costs, but selecting the right audience for this message is paramount and then how to follow up those ads as the customer moves through the funnel is equally important.

Where should you place your ads?

Even once you narrow it down to a platform or two, in the case of Facebook, there is an overwhelming number of ad placement choices. Understanding the pros and cons of each is important, but even more important is understanding how each of those placements matches your objectives. There are no inherently bad ad placements, only bad ad strategies.

What do I do with all this brand content?

It wasn’t too long ago that obtaining organic reach on social media wasn’t that difficult. Today, the algorithms of (at least two) social media platforms throttle organic reach. Much has been written about that, but the real issue is what to do with your social posts? Are Page Like ads useful? When do I boost a post? Can Instagram drive traffic to my website? All these questions are absolutely relevant and your answer will be based on your strategies and KPIs. There are times where we make recommendations about KPIs that are more current to today’s ad choices and social media atmosphere, then there are times where we can help you match your existing KPIs to perfectly great ad strategies. Don’t forget that there are ways to supercharge your organic content by including user-generated content and well-earned PR. Today it’s more important than ever to integrate all your efforts into your social advertising spend.

Besides social media advertising, what are my options?

Look, with very few exceptions, social media advertising is part of a modern, healthy advertising strategy. Are there other organic options? Absolutely, and they’re probably important to evaluate as part of your marketing strategy. Creating branded content, on your platforms and on existing social media platforms, isn’t “out,” it’s simply changed.

If you’re interested in an evaluation of your expected social media advertising results, email us for a free social media audit. 

by