Posts Tagged ‘social media’

Advertising vs Public Relations

Advertising Versus Public Relations

When you or your clients see information about a product or service, do you know if the information is provided as advertising, or is it considered public relations? Knowing the differences can help you decide what might work best in your marketing efforts.

Advertising

Advertising is described as a paid, non-personal, one-way public communication that draws public communication towards a product, service, company, or any other thing through various communication channels, to inform, influence and instigate the target audience to respond in the manner desired by the advertiser.

Advertising can be done through print ads, radio or television ads, billboards, flyers, commercials, internet banner ads, direct mail, etc. Social media platforms are now a major source of advertising.  The advertiser has exclusive control over what, how and when the ad will be aired or published. Moreover, the ad will run as long as the advertiser’s budget allows or determines it is effective.

As advertising is a prominent marketing tool, it is always present, no matter if people are aware of it or not.

Public Relations

Public Relations is a strategic communication tool that uses different channels, to cultivate favorable relations for the company. It is a practice of building a positive image or reputation of the company in the eyes of the public by telling or displaying the company’s products or services, in the form of featured stories or articles through print or broadcast media. It aims at building a trust-based relationship between the brand and its customer, mainly through media exposure and coverage.

Public Relations can be called as non-paid publicity earned by the company through its goodwill, word of mouth, etc. (It is often referred to as “earned media”).  The tactics used in public relations are publicity, social media, press releases, press conferences, interviews, crisis management, featured stories, speeches, news releases.

Key Differences Between Advertising and Public Relations

Adverting draws public attention to products or services through paid announcements. Public Relations uses strategic communication to build a mutually beneficial relationship between the public and the company or organization.

  1. Advertising is a purchased media, whereas, public relations is considered earned media.
  2. While advertising is a monologue activity, public relations is a two-way communication process. The company listens and responds to the public.
  3. Advertising is used to promote products or services with the objective to induce the targeted audience to buy. Public Relations aims to maintain a positive image of the company in the media, with an indirect result of those effected becoming customers.
  4. In advertising, the advertiser has full control over the ad, such as when, how and what will be displayed. In public relations, the company pitches the story, but has no control how the media uses or does not use it.
  5. In advertising, the ad placement is guaranteed, but there is no such guarantee of placement with public relations.
  6. In advertising, as long as you are willing to pay for it, the ad will be published or aired. Usually in public relations, the story is only published once, but it might be published in many media.
  7. Credibility is higher in public relations than advertising. This is because customers know it’s an ad and may not believe it easily and be skeptical. For Public Relations, third party validation improves credibility.
  8. Advertising mainly uses paid announcements (ads) to draw public attention to products or services. Public Relations is the use of strategic communication that aims at building a mutually beneficial relationship between the company and the public.

Advertising and Public Relations both use communication channels to inform and influence the general public. While advertising is a highly expensive marketing tool, it can reach a large number of people at the same time. Public Relations is “free of cost” implied endorsement along with validation of the third party.

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3 social media strategies to increase leads, likes and longevity

Remember the days prior to social media? Nor do we. Just about every business – big and small – has a designated social media manager or consultant that’s responsible for tweets, content posts, audience engagement, follows, shares, comments, insight and data reports and messaging.

It’s a big job that goes far beyond those “likes” and shares. To be a social media pro, you’ve got to master some skills.

Be creative: To stand out among your competitors, you need to create a dynamic and persuasive visual content across all your social media platforms.

Images, polls, invitations, posters, graphs, videos and illustrations don’t have to be in every post, but the eye loves visuals, and the more visuals you incorporate into your posts, the better chance you have of being noticed in what’s becoming an increasingly crowded field.

Canva, a user-friendly design tool, is terrific for creating Facebook photos and ads.

Inspire conversation: Interacting and engaging with your audience (think potential clients) is crucial to social media success – and that includes responding to comments in a timely manner.

Whether it’s a simple acknowledgement of thanks to someone who has responded positively to a post, a call to action for someone posing a question or a conversation starter that opens dialogue, you need to know how to foster communication.

That, in turn, encourages your audience to share your content, which increases your post’s longevity. And sharing content grows you audience and results in leads and “likes.”

To post engaging ads, take advantage of Facebook’s Ads Manager, a powerful tool that enables businesses to launch campaigns that reach a large audience.

Post real-time videos: Ask just about any social media pro to name the most influential social media trend of 2019, and the likely answer is live video.

Live video has the kind of human touch that doesn’t exist in text, and social media audiences can’t get enough of them.

Shooting spontaneous short videos on your smartphone and streaming them live on your social media platforms has become easier than ever with recent technological advances, and the content can range from entertaining to informative (or both). Live streams tend to be more personable and authentic than text posts, and studies have shown that social media audiences overwhelmingly prefer live video.


Real Estate Corner:
Homeowners Continue to See Housing as a Good Investment

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65% of
homeowners…

Sixty-five percent of homeowners nationwide view buying a house in their zip code as a “somewhat good” or “very good” financial investment, according to the Federal Reserve Bank of New York’s 2019 Survey of Consumer Housing Expectations.

As well, existing homeowners are eager to invest more in their homes, says the report, noting that the percentage of homeowners expecting to invest at least $5,000 in their homes over the next one to three years continues to increase.

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3 online tools to enhance and streamline your social marketing campaigns

We’ve found three tools that make it easier to manage your social media platforms.

A strong social media presence is one way to increase the visibility of your business, expand your reach and generate new leads:

Buffer: Buffer is a relatively simple web application that allows users to schedule social media posts across a variety of social network platforms. Dually mobile and desktop friendly, the app optimizes posts for peak engagement times (it also allows for customization) and best of all, its users receive salient feedback, via analytics, to view social media post performance, improve results and create data-driven reports for clients and managers.

Canva: That old cliché that a picture is worth a thousand words rings true with Canva, an intuitive, easy-to-master graphic-design creator that businesses can use to increase website traffic and social media engagement. It uses a drag-and-drop format and provides access to over a million photographs, graphics and fonts. You don’t need a background in design to use the tool, and with more than 50,000 templates to choose from, it’s easy to design just about anything,including those all-important info graphics.

Woobox: Engagement and buzz are key when it comes to social media, and with Woobox, an increasingly popular marketing platform, businesses can create contests, giveaways, polls, quizzes, brackets, photo contests and more, all of which encourage your audience to engage. Bonus: It allows businesses to seamlessly integrate several social media platforms while running campaigns, plus it collects and exports useful data that stems from those campaigns, an advantageous perk that all but guarantees robust leads.


Real Estate Corner
Millennials are flocking to smaller cities to buy homes

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According to a recent study published by the National Association of Realtors (NAR), expensive home prices, coupled with high demand, are driving today’s youngest homebuyers to smaller cities.

“As long as supply keeps up to meet demand, and prevents costs from rising too high and too rapidly, these identified metro areas are likely to see an uptick in purchases from millennial homebuyers,” says Lawrence Yun, chief economist of the NAR. A robust job market and affordability are two of the main factors that impact home-buying decisions by millennials, notes the report.

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Don’t Get Shut Down Due to “Spam”

Don’t think you can download or even ask for someone else’s email address list unless you know for certain those recipients – each and every one of them – has opted into receive your content.

We’ve previously offered our thoughts on the importance of a well-built email list of customers.

While some consider email “old-school” in the face of loads of social media platforms and texting, beautifully built content contained on your website, email still connects you to your audience in ways social media platforms might not.

You need email addresses. You need new email addresses. You need an email distribution list that is constantly growing and evolving.

Why?

Because engaging your clients and colleagues in a narrative about your business, while also providing useful information, is powerful in establishing you as an industry leader and establishing your brand.

But don’t think you can download or even ask for someone else’s email address list unless you know for certain those recipients – each and every one of them – has opted into receive your content.

To do otherwise, to poach or duplicate or take anyone else’s email address list without first getting a recipient’s okay to receive – or better, without getting the recipient’s email address directly from them – is “spamming,” and the implications are not pretty.

Spamming your audience could result in getting permanently banned from your recipient’s inbox such as if she hits the “do not contact” button or flags you as spam on her email client. Spamming your audience can even result in getting yourself permanently banned from your email management service.

When you think about it, sending unsolicited emails is not even helpful toward getting your message to the masses because these recipients have expressed zero interest in your offer – they may not even know who you are.

You’re better off taking the slow and steady approach to building your email database. Here are just a few ideas for building your email database:

  1. Create an email subscription form for your blog
  2. Promote contests that require an email address for entry
  3. Offer downloads that are accessible only by volunteering an email address
  4. Share a subscribe link to your social media pages

Always tell your would-be subscribers what they should expect. Do you email once per month or once a week? What type of information is included in your distributions?

By building your email list the right way, you’ll ensure you have quality contacts who are more likely to engage with your message.

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What is earned media management?

And why’s it important to the success of your business?

There’s a better way to boost brand awareness that doesn’t involve paid marketing, namely advancing your public relations efforts using earned media management as part of your key messaging and storytelling strategies.

Earned media management is focusing on journalists, influencers and consumers to promote your brand through word-of-mouth, news coverage, shares on Facebook, retweets on Twitter, and website comments and feedback. It’s publicity that’s created by a third party – and it’s free.

And while it’s not rocket science, engagement is key, as is creating compelling, relevant and informative content for your brand – stories, posts and tweets that are share-worthy.

And building online relationships with your core audience is vital, as those are the people who will help you expand your reach. 

Between 25 and 40 percent of website traffic and lead generation results from earned media, and consumers, journalists and influencers who share messaging on social networks can potentially reach thousands – even millions – of people.

Earned media strategies

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If you are just hoping that people will publish or share your great content, well, that’s like stepping up to the plate without a bat.

Advance your communications efforts with earned media management

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The need for change is driven by the fact that brands need to diversify their media mix to include more earned media.


Real Estate Corner:
The rising popularity of moving to secondary cities

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Second-tier cities and their suburbs are making inroads in the real estate market. Millennials, Gen Xers and baby boomers are all shifting their buying habits to include secondary cities.

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The Independent Underwriter for
the Independent AgentSM