marine industries association of palm beach county pr & social media presentation

Presentation prepared for

January 27, 2015

Get to Know the MediaCreate a list of media that cover your business; update it regularly.

•Local newspapers•Trade publications•Consumer magazines•Television•Radio•Online

Be a valued source of information

•Know the current and future trends in your part of the industry.

•Follow the media and know what is newsworthy to them.

Spread Good News

Share newsworthy developments at your company.

•New product announcements

•Expansion

•New hires

Be a Thought Leader

Be a voice for issues of importance.

•Commentaries

•Letters to the editor

Engage the Media

Leverage contact with media at boat shows.

Expand Your Reach

Maximize the PR value of community relations, special events and co-promotions.

Understand the Role of Advertising

When is publicity pay-for-play?

Content Marketing

Coordinate your PR with your website and social media properties.

•Content is king: re-purpose it •Make it search friendly

•Engage with key reporters on Twitter

Effective online marketing in 2015 & beyond starts with your……

Your website is your castle!

Your website is the first impression people perceive of your business. It should be:

•Clean, modern looking design

•Easy to navigate, loads fast

•Strong calls to action – what do we want people to do?

We live in a multiple device worldYour website should be built and optimized for mobile and tablet usage.

•Responsive web design – build once and optimized for all mobile devices •Make it search friendly – more importantly make it people friendly! Write for people and search will follow

•Measure what’s working and not working – install Google Analytics to track website activity

Responsive web design example

Let’s talk about your online reputation

Online Reputation Statistics•79% of consumers trust online reviews as much as personal recommendations •73% of consumers say positive reviews make them trust a business more

•77% of consumers read less than 6 reviews before they form an opinion

Monitor, listen and respondThe conversion will happen with or without you. Always look for a resolution and take the issue offline.

•Monitor sites such as Google, Yelp & Trip Advisor on a daily or weekly basis •Address the issue and work towards a resolution – always turn a negative into a positive

•Verify your business profiles on these sites so your business info is current and not out of date and to reply to comments

The future is mobile!•Mobile advertising is skyrocketing – Google and Facebook are responsible for a majority of this growth •More than half of consumer time spent on the Internet is on mobile devices

•Video will continue to represent a majority of activity occurring on mobile devices – think YouTube for both organic and paid visibility

•Remember we talked about responsive web design?

Let’s get social!•Social media is not new anymore – it has evolved, matured and become a viable marketing channel •Your business must have some sort of social presence. It’s not a maybe anymore, it’s the norm….

•Think of Facebook as the Yellow Pages of the Internet. Your business if it’s a B2C should have a public fan page. B2B requires a different platform and content strategy

The free ride is over!•Facebook is a now a pay-to-play platform •Posts that are direct sales or pitches to buy products will be seen by few or no one!

•Leverage paid advertising on Facebook – it’s the only way to reach people far and wide on Facebook, including your existing fans!

Paid Facebook ads allow you to:•Geo-target ads to geographical area •Geo-target age & gender

•Geo-target interests such as fishing or boating – this works by finding people who have liked similar pages, joined similar groups or who have that interest in their bio profiles

Social media tips•Content, content, content – your content should be relevant to your audience and also shareable •Don’t be self promotional all the time – your content should be a mix of curated content and promotional brand content

•Consistency is key! Create a 30 day editorial calendar; this should be your content roadmap for all platforms

Leverage video to tell your brand story

•Everyone is a publisher thanks to smartphones •YouTube is the second largest search engine in the world – your brand should be found there

•People’s attention spans are short – videos offer easy bite size content to get your message out there

Fish where the fish are: Google AdWords

•Faster than organic SEO – which could take months to see results •Ads are shown above the fold with campaigns launched in almost real-time

•Auction based system where you are bidding on keywords – competition determines prices

Thank you!Pierson Grant provides all of the services mentioned in

this presentation.

For a free 10 minute consolation, feel free to contact me so we can discuss your business marketing in 2015.

Email: mfruchter@piersongrant.comTele: 954-776-199 X231