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Reputation Management

Word of Mouth Marketing and Your Business in 2021

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Word of mouth marketing has long been one of the most important and effective marketing tools for businesses. But as time goes on and the world changes, so do the ways that these tools work successfully. If you want to master word of mouth marketing and draw more attention to your business in 2021, follow the tips below.

Make Your Business Instagram-able

With the exponentially increasing popularity of social media, those platforms now serve an even bigger role in word of mouth marketing for businesses. Children born at the turn of the century are the first generation to grow up not knowing what life without social media looks like, and that will likely continue for the foreseeable future.
For brick and mortar businesses like restaurants or bars, giving these social media users something to post on their Instagram or Snapchat story can be a powerful tool to help drive business. This could mean anything from fancy-looking food and drinks to a fun, creative backdrop for taking pictures in front of.
When people post pictures at your business or of your products and services, you are able to get your brand in front of the eyes of all of their followers without having to pay a dime on advertising. If you don’t have professional photos of your business and products to promote on your own social media and website, Social Eyes offers professional photography services.
Believe it or not, many people in Gen-Z and younger will want to come to your business for the sole reason of taking a photo in front of your cool backdrop or of your eye-catching food and drinks that they can post on their social media accounts (which means they’ll end up becoming customers, too).
All of this to say that investing a little bit of money in the look and feel of your physical location and its products can go a long way when it comes to word of mouth marketing through social media in 2021.

Create A Memorable Customer Experience

As we all have learned in the midst of the COVID-19 pandemic, a little extra effort and kindness can go a long way. While providing outstanding customer service has been a priority for most businesses for a long time, it will play an even bigger role in word of mouth marketing in 2021.
2020 has been a tough year for a lot of people and businesses alike, and people will certainly recognize and appreciate you going above and beyond for them. I’m sure that you can remember a time that you were pleasantly surprised by the genuine friendliness of an employee, whether that was a server at a restaurant, a plumber fixing your sink, or a cashier at a grocery store. It makes you stop, think, and appreciate the encounter and leads you to want to go back and tell others about your experience.

The Future of Word of Mouth

With as hectic of a year as any coming to a close, it’s crucial for your business and employees to put the highest importance on your customers’ feelings and experiences with your business. Creating an environment that draws people to your business, whether it’s through providing opportunities for social media posts or creating memorable customer experiences, is how you will win word of mouth marketing in 2021.
If you want to learn more about how social media marketing, strong branding, or professional photography can create opportunities for your business, don’t hesitate to contact us.

Why Not To Google Your Own Business

dont google your own business

It can be tempting to Google your business to ensure you are appearing in the search results, check your ranking, and view your ads from a consumer’s perspective. However, making this a habit can hinder your efforts and subsequently create more work for yourself, or your marketing team. Outlined below are a few reasons why you should not Google your own business.

#1: It can wreak havoc on your PPC campaign.

With any small business, budgetary constraints are a real factor when considering your marketing strategy. Google Pay Per Click (PPC) advertising can account for most of your budget and as such, your campaign needs to operate like a well-oiled machine.
One factor that Google takes into consideration when determining your ad quality is something called “click through rate,” or CTR. Each time your business is searched but your ad is not clicked your CTR is reduced, giving Google the impression that your ads are not relevant to the search intent. This will eventually lead to an increase in ad cost and a decrease in position within the search results.

#2: It can skew your perception of performance.

It is more than likely that there are hundreds of keywords, both long and short tail, that are relevant to your business. Assuming you conducted adequate keyword research prior to selecting your chosen words for your paid campaign, it is probable you rank considerably well for those specific keywords.
However, because there are so many, it is nearly impossible to rank for each one. Additionally, your paid ad will only appear for the keyword or keywords you bid on. If you Google your own business using a keyword you think is relevant to your service(s) and do not see your ad, it could lead you to believe your ads are not performing well.
Rather than using Google search to determine your ads performance, check the analytics. There is even an option to view your current ad as it appears in the search results on both desktop and mobile devices.

#3. Search Engine Optimization (SEO) takes time.

SEO is a strategy that primarily focuses on ensuring your business, or services offered, appear near the top of the page within the search results. Google is consistently updating their algorithm and as such, SEO efforts can take quite some time to yield fruitful results. This is precisely why many companies opt to focus efforts on using paid advertising, coupled with SEO techniques.
Producing content and then searching for that content shortly after is likely to lead to disappointment if it does not rank quickly. Revisiting our previous point of skewed perception, you can often feel defeated if you do not see your blog, video, post, etc. ranked highly in the search results. Keep in mind this is a slower process, but completely worthwhile once your content begins ranking. It is a great way to establish your company as an authoritative presence within your field.

At Social Eyes Marketing, we are here to help our customers get the most out of their marketing efforts and strategy. We not only offer expert advice, but we are also here to ensure campaign performance is exceptional. Give us a call today to discuss how we can help!

Benefits of PR for Small Businesses

local business pr

If you own a small or local business, you know how important it is to have a connection to your community. But why should you invest in professional PR services for your business? Read on to learn why public relations is so critical for your company!

Expand Your Audience Reach

When you invest in public relations services, you not only know that your current customers are taken care of; you can trust that your brand’s reach is actually expanding, too! Social media is another great way of expanding your audience reach through followers.
The more social media platforms you have for your small or local business, the more attention your business will receive. Overall, you must aim for a specific type of audience to create your ideal client. In order to do this, you have to get your business name, background, and services out there via social media.

Smaller Businesses Can Be Hurt More

Small, local businesses can be affected more than national brands when it comes to negative reviews, media, or word of mouth. Those larger brands are going to see more traffic and more purchases, leading to the potential for greater numbers of reviews in comparison to your smaller business. So when a small business receives one negative review, this can have a heavy impact on the reputation of the brand. As a matter of fact, studies have shown that 22% of your potential customers can be lost by a single negative article or review showing in search results for your business.

Start Early, See Results

When you start your public relations management early, you will see the reward moving forward. As your company grows, you can rest assured that those PR practices will already be in place and you won’t have to ever have an unpleasant surprise or find yourself floundering trying to react to an unexpected situation.
It is important to remember that once you have your company up and running to keep it at a steady pace so you can grow successfully. Once your brand has made it out to the public eye, you will start seeing more action coming towards your business. Always remember your brand will have a positive implication with the help of PR.

Questions? Talk To The Professionals

Social Eyes Marketing does more than just build websites and run advertising campaigns. Our team of experts have a diverse skill set, including reputation management and public relations! We can help you build your public relations strategy from the ground up, and even provide consultations and training for you or your team to handle your future management in-house. Contact us today, and let’s build your PR strategy together!

What is Government Relations and Public Affairs?

Social Eyes Marketing Government Affairs And Public Relations

Governmental Relations and Public Affairs are two terms seen as interchangeable. However, both of the terms contain minor distinctions that differentiate them from one another. Governmental Relations is the sector of Public Relations that facilitates communication between an organization and governmental public, while Public Affairs is focused on creating interaction between an organization and the government, legislator, interest groups, and media. Although the terms differ slightly from one another, they overlap in the focus of PR that creates interaction with the government.

Public Affairs

The external function of Public Affairs focuses more broadly on the issues of public policy, specifically taking consideration of those who aim a new perspective towards legislators. A public affairs specialist acts as a lobbyist, a professional advocate that aims to influence legislators on behalf of their organization. The functions of this role diversify with each individual; however, a common goal is resolving conflict or negotiating on behalf of an organization.

As a Public Affairs Specialist, you take into account the list of public policy issues in which your organization must follow and stay up to date on issues that are in public concern. A common term used within the profession is “grassroots initiatives,” referring to the assimilation of citizens in society and the movements they create to project a certain perspective. When working for an organization, recognizing the conflicts of society and finding inclusive solutions is the key to success for a Public Affairs Specialist.

Government Relations & Affairs

A successful government affairs strategy focuses on every sector of an organization, advocating interests and managing a multitude of content. Similarly referred to as a “campaign manager” of the organization, this role takes on a specialized focus of administering all government communications, from managing lobbyists, addressing activists, and creating a consistent and concise media team.

With a multitude of components, all equally important to success, government affairs professionals must determine the tools at their disposal to utilize. From there, budgets, lobbying coalitions, and strategies are formed. It is important to note that although resources are essential, this position requires management skills and political knowledge to be successful.

Advocacy in Idaho

One of the main similarities between government relations and public affairs is the importance of lobbyists. Within each state, these individuals take on the role of lobbying the government to defend the perspectives of individuals with their communities. In Idaho, lobbyists represent special interests, from Idaho Food Producers and Idaho Power to the Farm Bureau and Association of Idaho Cities.

Although they may not be the only source of persuasion in legislation, they are an influential component of over 1,000 bills a year in states across the nation. Lobbyists are a vital part of giving voice to the constituents in Idaho because of the small staff of state legislators.

Why you Should Choose Social Eyes Marketing

Overall, both roles of Government Relations and Public Affairs are pertinent to promoting an inclusive and relevant image for your organization. Operating in a technological society leads to many opportunities to succeed or fail in successful Public Relations. With a multitude of content to disperse, it is important to create a successful digital marketing strategy.
Insert Social Eyes Marketing. As a company in the heart of Boise, we care about the community and the success of the businesses within it. We are experts in internet marketing and simplify the process for each client, creating a specific strategy to obtain goals and communicate messages.

We specialize in public policy and the ability to strategically communicate and address complex problems, providing calculated, creative, and well-executed solutions for our clients.
In addition to our SEO, web design, and other marketing experts, our team includes a professional lobbying expert. His unsurpassed experience makes Social Eyes a great new lobbying choice. The Idaho Legislature typically runs from January through April, yet our work continues year-round. We take the time to meet with Legislators, Idaho Executive Officers, state agencies, NGOs, and local communities to establish robust and valuable public policy goals.

In the current political climate, it is more important than ever to seek expertise on media relations, and as a full-service firm dedicated to our clients, Social Eyes Marketing can help you do more than just reach your goals; we will exceed them.

How to Integrate Social Media Successfully into your PR Strategy

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With 42% of the world’s population using social media, it has become an increasingly important component of any successful strategic communication campaign. The acculturation to the digital age has brought many opportunities for media professionals, including instantaneous communication and distribution through social media.
With 24/7 accessibility to others on a global scale, many PR practitioners are taking advantage of social media as an integral part of their strategy. In a recent ING study, they found that 81 percent of PR professionals said that they need social media to do their jobs; with traditional methods for communication strategies radically shifting to social media, it has become an integral part of any successful PR strategy.
A quick Google search can turn up several media tip sheets that any PR professional can utilize. However, before stepping into the platform of your choosing, it is important to understand the advantages and nuances and determine the best content strategy for your business.

Advantages of Social Media

With the world accessible at your fingertips, the traditional method of distributing messages through multiple channels is eliminated and businesses globally are becoming their gatekeepers. Not only does this simplify the communication process, but it also allows for direct responses to news events and broadens the type of content available. Social media creates a platform for interactivity and engagement with your audience, showing a more humanized and approachable side to any company.

What Are Good Rules to Follow When Creating Engaging Social Media Posts?

After deciding which social media outlets are best for your business, the next step is developing a specific strategy for each platform to help further your goals. When formulating your approach consider the following questions:

  • What are your goals?
  • What are the audience’s expectations?
  • What voice or tone will you use?
  • What themes will you use in your posts?
  • What type of content will you post?
  • What are your keywords or hashtags?
  • How often will you post?
  • What are your competitors doing?

Developing a Social Media Plan

Once you have answered those questions, the next step in your path to social media success is understanding your brand’s voice and how to amplify it authentically. In a sea of information, it is important to find ways to stand out without compromising consistency in your brand. Although you want to maintain uniformity in the core values within your messages, experimenting with different approaches, and tapping into trends is key to keeping your content fresh and relevant. Lastly, evaluate your content regularly through insights and data analytics to determine which approaches do and don’t work with your audience.

What Are the Limitations to Social Media?

Each social media platform has its different nuances and audience expectations; understanding these differences is critical when creating diversification in strategy for each.

Hashtags

Instagram users are accustomed to seeing multiple hashtags on a post, but with Twitter one or two is ideal. Hashtags are hardly used on Facebook.

Frequency of Updates

To maintain visibility on Twitter, you must have a higher posting frequency. However, with Facebook and Instagram posting too often may result in users muting and unfollowing you, meaning decreased engagement.

Timing

With data analytics and insights at your fingertips with any business profile, it is now easier than ever to view what day/time your audience engages most with your content. In addition to adhering to this information, you always want to consider posts in advance for events and holidays.

Formality

Although business profiles will always vary depending on the nature of their business, it is important to recognize that it should also vary based on what platform you are using. LinkedIn is the most professional and formal, but remember that it does not mean they have to be boring!

Visuals

Platforms vary in their emphasis on visual components. If you are running a campaign on Instagram, it is very important to have the visuals you need to stand out. When using video content, plan ahead ways to integrate into your posts.

Know the Rules for Brands

As social media is constantly evolving, so are the guidelines that accompany it. Stay up to date on all of the rules that affect your communication strategy on social media. Know what you can say (and can’t), understand what determines visibility, and take advantage of promotional posts and advertisements.

To learn more about how your business can optimize your strategic communication plan and make social media an integral part of your PR strategy, contact Social Eyes Marketing today! Our Social Media Management professionals have the knowledge and skillset to achieve social media success for your business.

The Benefits of Content Marketing for Public Relations

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The world of marketing has evolved as traditional methods have become less effective in turning prospects into customers. Enter content marketing, a fresh and avant-garde approach in the world of marketing that has become popularized as businesses implementing this practice are engaging their audiences more efficiently and effectively.

What Is Content Marketing?

Content marketing is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Content marketing provides the audience with educational and “how-to” content on products and services that can solve the challenges they face. Outcomes from this method include increased brand awareness, improved conversions, and boosted revenue.
In times of distress, connecting with customers becomes more difficult than ever. With content marketing that challenge can be mitigated. By using the marketing strategies and tactics of this method, businesses can stay connected with their audiences during a time of separation.

What Does Content Marketing Do?

Content marketing creates a direct connection between your business and your target audience. It is the process of planning, creating, and distributing content that is specifically equipped to entice the intended group. Instead of the distribution of content that is multifaceted, this method focuses on truly relevant and useful content that can provide a solution to the problems of your customers and prospects.
Content marketing can help your business in the following ways:

  • Educate prospective and current customers on your products and services
  • Enhance your website conversions
  • Strengthen connections between your customers and business
  • Showcase how your products and services can provide a solution to your customers
  • Build a loyal following for your company and brand

Why is Content Marketing Important For Public Relations?

Any forward-thinking marketing and PR strategy today focuses on content marketing. It is a method that avoids providing irrelevant information to your customers and instead puts an emphasis on content that is invaluable and useful to your audience. The overall idea of content marketing is that if a business distributes relevant content consistently to its customers, that in turn will reward them with the customers’ business and loyalty.
By PR practitioners working collaboratively in the content marketing process, creative angles and fresh insights will produce a better perspective on how to effectively implement this method into your business. The goal of PR is to create a story that entices the relative audience and media outlets. Content marketing aims to mimic this goal and create content that is relevant and engaging. Although the distribution channels may way vary, the end-goal is the same — cultivating content that engages your target audience.

Ask A Professional About Content Marketing

When diving into the world of content marketing, getting the opinion and help of a marketing professional can make the difference between successful content and content that flops.
The team at Social Eyes Marketing is ready and able to help; with search engine optimization skills and experience in reputation management, we have the tech-savvy and PR expertise to ensure your success. Contact us today for more information!

Key Elements of Your Branding

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Brand development strategy seems like a no brainer, right? Wrong.
There is a common misconception that brand development begins and ends with logo design…and this just isn’t true! In the modern digital world, a company’s branding extends far beyond that simple logo that you will probably agonize over for hours.
So what do you need to do to build your brand?

Logo

While a logo is not the only element of your brand, it IS pretty dang important. The first step to wider recognition for your company is creating the perfect logo to both represent your personal taste and appeal to a broad audience. It is a balancing act that can be a little difficult to overcome, and sometimes it takes trial and error! But, it’s worth every painstaking moment when you see the eventual return of all that hard work.
Visual brand recognition is about so much more than just your logo; there are at least two more visual elements that come into play with strong value in 2020.

Web Design

The first comes in incorporating your branding into your web design. Your website will often be the first interaction that prospective customers have with your brand, so making sure that you are consistent is key! Take the attention to detail and key design elements from your logo, and apply them to create a seamless experience. Color choices, layout, font, image choice…all of this is an important part of your branding strategy. If you are looking to focus on a specific market in your area, incorporating local elements into your web development and branding is going to help you see a greater return.

Social Media Presence

Your social media platforms are your third opportunity to obtain the visual recognition your brand needs and deserves. Focus on consistency in your social media management: create a posting schedule and stick to it. Create brand-specific hashtags to engage your audience, and think about what you want to portray to your followers. Do you want to put a focus on your products? Consider enlisting the help of a few influencers to aid in this marketing strategy, and invest in professional business photography. Social media is another opportunity to spotlight those local elements to appeal to your core audience.

Voice

Your voice is the final key element of your brand that you really want to give some attention to. It comes into play across all of the previously mentioned elements: your logo, your website, your social media…creating that distinct voice is going to make all the difference in appealing to your customers and standing out from your competition. Consider adding blogging to your brand-building strategy–it provides more opportunities to connect with your audience as well as benefitting your SEO!

Seek the Help of a Professional

When it comes to brand design and development, enlisting the help of a local digital marketing professional can make all the difference in the world. Take the stress off of yourself, and let the experts at Social Eyes Marketing do all the heavy lifting; we work closely with you to make sure you get exactly what you want and have the opportunity to see the greatest return for your brand.

The Basics of Public Relations

What Is PR SE Blog

Public relations (also referred to as “PR”) is often not talked about in the world of marketing as much as it should be. Public relations is defined as a “strategic communication process that builds mutually beneficial relationships between organizations and their publics” according to the Public Relations Society of America. In other words, public relations is the voice of your brand that can create connections and build up your reputation. PR has a lot to offer a company that many people don’t know about. Public relations is not advertising, but instead, it is publicity…which is the desired goal that people ultimately pay for!

The Goals of PR

The first goal of public relations is to improve or maintain a company’s (or client’s) reputation, as well as to help build that positive reputation. Another goal of PR is focused on getting your brand and the name of your company to become widely known so that your clientele grows.
Public relations is not managed solely through social media; it targets all media platforms! In this way, your reach extends to many different audiences. The overall goal of public relations is to achieve positive publicity and create the reputation that the clients want.

The Components of PR

Public relations has many different services that fall under its umbrella. These services and features often include:

  • Brand building
  • Campaign strategies
  • Unique content
  • Media training
  • Crisis communications
  • Community building strategy
  • Advertising management

All of these different features overlap within the world of marketing.

PR Representatives

A public relations specialist has the role of making sure that your presence in the media is representing the company brand as expected. PR representatives manage the presence of your company in society and create different ways to improve your brand appearance within the media; the latter can be tricky to navigate if you don’t have experience navigating the waters! Public relations is about media and publicity, but it is also about networking and getting publicity through people sharing and posting about the brand.

Why Is PR Important?

Overall, having quality publicity and a positive media presence creates a good reputation for your brand as well as generating company credibility. By using this service, your brand is focused towards the proper target audience; something that can eventually make a large difference in your profits!
Public relations goes above and beyond standard publicity. PR can help with company crises and how to effectively communicate the complexities of these unexpected events to the public. A specialist knows the right way to approach the press on different topics that could make or break your company; if certain situations are not handled properly and with the correct use of language, then there could be unfortunate negative backlash toward your company. By having a specialist on your team, they can smoothe over ruffled feathers often with just one speech or press release.
Public relations is crucial for companies, especially larger corporations, because claims are constantly being made against them, and the job of PR is to make sure those claims don’t continue to reflect negatively on the company’s reputation. For more information on public relations, contact a highly-skilled specialist from Social Eyes Marketing today!

Staying Relevant On Social Media

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In a rapidly moving world, how do you maintain your relevance? With the ever-growing advancement of digital platforms, social media marketing has become more important than ever before.
But what if you experience a temporary closure? Or you need to boost your presence before a Grand Opening of a new location? How do you keep people interested without being able to physically appeal to them from a brick and mortar location? Here are a few helpful tips to keep up with social media, whether it’s just to benefit your day to day or to stay in touch with your audience during a rough patch!

Maintain Regular Posting

The most important thing you can do when building your social media: maintain regular posting. If your presence drops off, so will your following! With all of the platform algorithms, staying on top of your posting game is critical. Create a posting schedule from week to week and keep up with it! You can incorporate unique, weekday specific hashtags to engage your audience, and it will get your biggest fans to be looking out for their favorite updates since they know they can rely on you to brighten their day!

Focus On The Positives

No matter what may be going on in the world, keep your social focus on the positive side of things. This will not only serve to boost your own morale; it will also keep your followers happy and excited to see what you share next!

Highlight Local, Make It Personal

Keep an eye on your local community, and acknowledge the “small-scale” difference that is happening in your backyard! By encouraging your community to keep doing good, and acknowledging those who are often overlooked, it will show your compassion and dedication to your local roots.
Another great way to utilize social media: occasionally share things from a personal view! Spotlight your family and your team. Show the hard work and love that happens behind the scenes! That personal connection can sometimes make the difference between reaching an onlooker and losing them in the crowd.

Stay In Touch With Current Events

By staying in the know about global and local events, you can make more educated and efficient posts that include the kind of content that your audience may need to see. Is there a big local music festival like Boise’s Treefort that deserves a little attention? What about a global event that provides a great talking point, or that your viewers may want to know how you are responding? Read your audience, read the vibe of what you want to put out there, and make your post timely!

Keep Looking Forward

Finally, no matter what, keep looking forward. If you’ve made a misstep in the past, all you can do is learn from it and move on! Turn your attention to your next event, your next product, your next big thing. Life is always about the future, and social media is, first and foremost, about life and personal experiences.
If you are working on your social media presence, but aren’t quite sure where to start, contact a professional at Social Eyes Marketing. Our team is local, vibrant, and compassionate, and we are ready to help you take your digital marketing to the next level!

Why is Rebranding Important?

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Branding is crucial because it is what represents your company. Just by the look of your brand, people will instantly know who you are and what you do. Nike, for example, is known by a swoosh on the side of all of their merchandise. If as a company they chose to just put an advertisement up of that brand and logo, then everyone would know who they are and what their products are.
But there is more to a brand than just initial appearance: you need to update your brand to keep up with society’s standards.

Rebranding

You might’ve had the same brand for 20 years and it has probably become a tradition, but rebranding can become a new tradition! Giving your company a new image can make it more attractive and successful in the end. Rebranding allows you to keep up with competing markets and it allows you to have the best and most modern design out there. Rebranding allows you to be in touch with the current trends in color schemes, fonts, etc. Current popular color schemes include vibrant and bright colors that catch people’s attention without being annoyingly bright and obnoxious. The fonts that are trending right now are BOLD and stick out. The simpler the better when it comes to your brand. People don’t like to look at something that is in your face, they want something that looks satisfying to the eye.

Rebranding Do’s and Don’ts

Rebranding is a tricky thing and if it is not done correctly then it will not be successful. If you rebrand your logo in a dramatic way it can cause people to be confused and not be able to recognize who you are. If they are too artistic then people who do not have an eye for art get confused about what the logo is trying to represent.
A great example of a rebranding error is Uber. When this company first came out, they had a square logo and no one knew what company they were because nowhere did it say Uber. Now the company has rebranded to using “Uber” in bold font as their new logo so people can easily see who they are. This is an example of successful rebranding. Now this company is easily identified by its consumers and well known across the board for having a simple black and white design. But if this company were to make the mistake of others and rebranded to another deceiving logo then it would have cost them not only the loss of customers but a big sum of money as well.
Here is a list of rebranding do’s:

  • Simple design
  • Easy to identify
  • Bright color tones or black and white
  • Bold fonts

The Don’ts:

  • Too many words
  • Overly artistic designs
  • Soft color tones like pastels or greys
  • Obnoxious patterns

For more information on how to rebrand your company’s logo contact a professional today.

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