Last updated 4 months ago
When the finances are there, most big businesses will employ PR staff to help them make the most of all opportunities, but if you can't afford a dedicated publicist, you can learn how to do the job yourself.
The Value of Editorial
When you already have an advertising budget and dedicate plenty of time to a social campaign, you might wonder why you need a publicist at all. The fact is that editorial content, the kind you're more likely to achieve with good PR skills, is worth far more to the average consumer than a paid ad. An article with a reputable paper or company gives credibility to the content and positions your business as an expert.
Look at Your Market
To get started, you need to think about how your market picks up its information. Are you a B2B business who should be looking for coverage in an industry magazine? Do you sell a lifestyle product that is most likely to attract the kind of people who read design magazines? You need to target your PR efforts to the publications that are most likely to reach the right audience for you. Often these magazines have useful demographic data of their readers, which you can request to see if it matches with your own audience. If you have found a good match then consider contacting them to see if you can contribute your article. The benefit is that you are increasing your reach by leveraging the audience that the magazine has spent time collecting. Additionally, it positions your business as the expert in your industry, instantly building credibility.
Create an Angle
It's not good enough to approach these publications w that your business is great; you need to have a newsworthy angle and create content based on the interest of your target audience. This is where you need to be creative. Study recent news about your industry or discover the pain points of your target audience and create content that solves a unique problem in your industry.
Use Social Media Channels
Content is king, but marketing is queen. It’s not enough to only write great content, you also need to promote it and make sure that the right eyeballs are reading it. Make sure you know which social channels your target audience is using and start posting using catchy titles to draw in the readers of the community. Be social and engage with users and join the conversations they are having on each of the social channels to make your business stand out as an industry expert.
Do you think you have it in you to be your own publicist? For more essential business advice from an experienced entrepreneur, connect with Scott Assemakis on LinkedIn
Last updated 4 months ago
Striking the right balance is tough when you're working on an online marketing campaign. Too little and no one knows what you’re advertising, too much and you risk raising the wrath of the inundated social media user. Skip the five deadliest online marketing sins and stay on the right side of your customers.
Failing to Create a Strategic plan
Before you start thinking about spending money on an online marketing campaign, you need to plan your entire strategy. Every piece of information you spread should be on point and brand aware, and you're roll out should be staggered to make the most of your exposure.
Being Too Impatient
As with any strategy, a successful online marketing campaign will not yield results immediately. While there are some quick wins when it comes to digital initiatives, you need to give your marketing investment plenty of time to grow.
An Ad Hoc Approach to Your Site
A huge problem for many businesses is forgetting to look after their own site. Your website represents your reputation; make sure potential new clients are reassured by what they see. Think about what type of conversions you would like to have happen on your website. Do you want people to fill out an online form? Do you want people to make a purchase? Or do you want people to sign up to your newsletter?
Inefficiently Managing Workload
Online marketing is a massive and complex sphere and to fully take advantage of it, you need a knowledgeable and communicative team. Unless your business is still small, it's impossible for one person to successfully manage such a sprawling entity; make sure there's a support system in place.
Holding Back on Budget
It's tempting to think that all online marketing campaigns can be done cheaply. While it's true there are some great ways to spread the word while saving money, you still need to invest to get the kind of results you want.
So no matter what tools you use be it Google Adwords, Facebook Ads, social media, you always need to connect how it all fits in a strategic plan. At the end of the day they are just tools and a plan will dictate how those tools will be used to reach your goals.
For more professional business advice, connect with Scott Assemakis on Pinterest today.
Last updated 4 months ago
EFWines was invited to join the Accelerate 250, a new business community championed by Sir Terry Leahy and Lord Young and made up of the fastest growing companies in the UK.
The purpose of the event is to raise the profile of the UK’s fastest growing businesses and their impact on the British economy, with the ACCELERATE 250 seen as key to mobilising wider support for entrepreneurs and start-ups.
Members of the ACCELERATE 250 come from across the UK and represent industries from food and fashion, to pharmaceuticals and finance.
Max Steinberg, Chief Executive of Liverpool Vision, said: “ACCELERATE 2013 will be a fantastic opportunity to showcase that the business world works best when it works together, with the ACCELERATE 250 embodying this collaborative spirit and we look forward to welcoming them to Liverpool.
The overall conference was a success and much was learnt on how to transform start-ups into healthy growing and sustainable businesses.
Based in Bromley, Kent, Scott Assemakis is a business entrepreneur and founder of EFWines. To connect with Scott Assemakis visit his LinkedIn.
Last updated 4 months ago
I recently read some articles about SEO and created a resource list out of it. Check it out below:
A Beginner's Guide to SEO
Follow this link for a comprehensive summary of some key SEO basics, such as how to do keyword research.
Simple On-Site SEO Guide
Introducing Yoast SEO. This article takes a look at employing SEO Strategies with Yoast SEO plugin for Wordpress.
15 Steps to 'Power SEO'
Every new and established business can benefit from SEO best practices. Follow this list of expert ideas to improve your SEO and maximise coverage.
How to SEO Like a Boss
Read this helpful blog and watch this video for more SEO advice – why? Because sometimes SEO-ing like a regular employee just isn't enough.Writing SEO Copy
This article provides an eight-step guide to writing effective SEO copy.
Scott Assemakis, the founder of thriving wine investment company EFWines, is always keen to share experiences and advice when it comes to business. Connect with him on LinkedIn.
Last updated 5 months ago
The ingredients for creating a productive work culture are not set in stone. It varies from place to place, but the common denominator appears to be fun.
At least that's what can be safely assumed based on a recent publication by Business Review Weekly of Best Places to Work. Regular list-topper Google certainly has fun down to a fine art.
Their offices are known for the laid back vibe, with games rooms, beanbags and masseuses on hand. This may seem frivolous – and more than likely a carefully implemented affectation – but the importance of an enjoyable workplace is not to be underestimated.
For companies without Google's vast resources, however, fostering a fun (yet productive) working environment is a more delicate process. Particularly in the start-up phase for new businesses, it’s crucial to set the tone for the culture of the company.
Obviously this can begin with hiring. There are countless applicants with comparable professional skills so it’s important to ensure that new employees are a good cultural fit. Some practical skills can be learnt on the job whereas amiability is generally possessed or not.
A few key tips for a successful, productive workplace are to keep things simple, maintain flexibility, take advice and work together.
Job satisfaction doesn't come from trite work slogans pinned to the noticeboard, despite their disconcerting prevalence. Instead, employees need to feel actively engaged in their workplace.
A lack of flexibility and compromising employee values only breeds discontent. As much as possible, employee needs should be catered for in terms of working hours and location. Open communication between employees and management is crucial.
There is always room for improvement, so it doesn't hurt to bring in consultants occasionally who can offer a fresh perspective.
Connect with Scott Assemakis, the founder of EFWines, on Twitter. He's always keen to share advice and tips about becoming an entrepreneur or growing a business.