CaliberPulse

We are experiencing a significant pivot in the way business works. No doubt about it, we are living in unusual times. The impact of the coronavirus pandemic is significant and transformative. It has radically transformed our social and economic fabric. And in the coming years, it will be viewed as a significant pivot point in […]

With digital media spending forecasted to reach more than $77 billion in 2017, it is more important than ever to ensure that you are integrating digital media and marketing strategies effectively into your digital marketing campaigns.

Is a weak content marketing strategy hindering your social media efforts? Ten years ago, social media was an untrusted tactic that only the most cutting-edge marketers dared to explore. As the social movement gained traction, successful case studies emerged & people began to see how it could help their organizations.

Social media exists in a state of constant change, which means community managers must evaluate and adapt their strategies often to achieve established goals. Implementing a stagnate social media plan can end up costing your company more than it benefits you.

Today Twitter joined the ranks of fellow social media networks Facebook and LinkedIn when they announced their plans for an advertising Application Programming Interface (API). This step will allow brands to create, optimize and measure Twitter ad campaigns using third-party advertising management providers instead of purchasing individual ads from Twitter and uploading them one at a time. In short it means advertisers will have more control of their Twitter ad campaigns.

We’ve conducted our fair share of social media bootcamp sessions with clients from a variety of industries and two basic questions seem to always arise, “which social media platforms should I be using and how do you expect me to find time to do all of this?”

Facebook, the world’s largest social network, achieved 1 billion users in September 2012. Why then, would anyone opt out of advertising with a company that has captured the attention of such a large percentage of the world’s population?

Effective marketing professionals are constantly monitoring and questioning how they are spending their marketing budget, if their messaging is reaching the right audience, and how to develop ways to track the effectiveness of their tactics. With the availability of web statistics – Google Analytics for websites, Hootsuite Analytics for Twitter, and Insights for Facebook – a business is able to see who is viewing their online marketing content, how often they visit the site, and even how long they stayed on the site. Measuring the effectiveness of offline marketing can be more difficult. To gauge the effectiveness of offline advertising (print ads, brochures, postcards, etc.) marketers can create ways to track their reach, similar to what is being done with internet marketing.

I’m an avid motorcyclist. The current business environment feels a lot like some of the roads I’ve traveled, filled with sharp turns and unexpected hazards, but also plenty of promising pavement ahead. The events of the past few years have brought our profession into a new era of doing business. The pressure to perform is high. We’re asked to help business partners in ever-increasing ways—yet often with fewer resources—to anticipate change, enhance reputation, and deliver results that provide greater impact on business goals. Change of this magnitude also presents new opportunities for all PR pros. The trick is whether we’re “looking through the turn,” a fundamental principle of motorcycling that offers a great business insight. As you approach a turn, you must look where you want to go, rather than fixate on potential hazards within the turn itself. The challenge is keeping your eyes focused on where you want to end up while using your instincts and experience to make necessary adjustments—all at a moment’s notice. My firm is continually focused on looking through the turn for clients to help drive their business—and ours—forward in spite of the current environment. What’s working for us? Here are our five “driving” tips.

John C. Maxwell once said, “Feeling appreciated brings out the best in people.” We all want to be appreciated in our relationships; at work by our staff, boss, and clients, and at home by our family and friends. Eileen Shenker recently gave a seminar called “Romancing Your Relationships™” at the February Women’s Financial Group hosted by National Bank of Arizona. Shenker reminded attendees that we have to make a conscious effort to appreciate those around us. She pointed out that often times, we think about calling someone up and saying thank you or think about sending a small gift, but never end up following through. In this case, it is not the thought that counts. Shenker’s mantra is “When you think it, act on it.”

In the past year Twitter use has exploded and is rapidly becoming an essential business marketing tool. Millions of people and companies have utilized Twitter to gain exposure, brand recognition, and maximize online marketing. Almost every successful brand has a powerful Twitter presence, but the magic question is: How do they obtain—and maintain—so many loyal and qualified followers? Whether seeking to increase your following personally, or for your business or brand, there are several strategies for building a successful Twitter account and an invaluable online marketing tool.

The return on investment of time spent posting messages on Twitter is directly related to the number of qualified impressions those messages make. One key to increasing Twitter impressions is to have followers retweet your message to their followers; hence, retweets become an important tactical goal. Researchers and astute students of Twitter user behavior have made observations about tweet characteristics that result in retweet activity. Below are 10 things that you can do to get retweeted more: