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10 Ways Human Influencers Can Outperform Virtual Influencers

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Human influencers can still thrive amid their AI virtual counterparts. Employ these strategies to stay relevant on social media.

The proliferation of virtual influencers is changing the way brands approach digital marketing. They could make AI-generated personas go viral while simultaneously cutting their ad spend—buying AI tools costs less than hiring social influencers.

You might consider dropping your rates to win back clients, but it’s merely a band-aid solution. Develop more long-term plans instead. Here are simple yet effective strategies to attract brand deals and sponsorships as a human influencer despite the expanding virtual influencer market.

You might consider dropping your rates to win back clients, but it’s merely a band-aid solution. Develop more long-term plans instead. Here are simple yet effective strategies to attract brand deals and sponsorships as a human influencer despite the expanding virtual influencer market.

1. Zero In on Your Target Market

The Lifetime YouTube Studio Insights of Animetorific Channel

Your relevance as an internet personality depends on your impact on market trends and consumer behaviour. Hence, the term “influencer.” Brands will still prioritize your services over AI-generated campaigns and virtual influencers if you have healthy conversion rates.

Go beyond follower counts; study industry data and objectively list the demographics of virtual influencer subscribers. Some markets prefer AI content nowadays, so you might need to overhaul your content strategies if you’re slowly losing subscribers, fans, or engagement.

If market statistics are too generalized, narrow down your research to specific buyer personas. Ensure you understand your target market.

2. Build an Audience Across Various Platforms

TikTok, YouTube, Instagram, and Snapchat Logos on Influencer Girl

Human influencers have an edge over AI-generated personas in executing cross-platform marketing tactics. Virtual influencers perform limited functions made for specific sites. For instance, VTubers gain thousands of views on YouTube and Twitch, but only a few rank on image-based apps like Snapchat and Instagram.

Alternatively, human influencers are versatile enough to maximize various social networks. You could share random activities on Snapchat, post aesthetic shots on Instagram, and upload vlogs on YouTube.

3. Establish Yourself as an Industry Authority

Trendjacking won’t help you beat virtual influencers. Yes, capitalizing on popular topics boosts visibility, but establishing yourself as an industry authority leads to stable long-term growth. Earn the trust and respect of your audience, otherwise, people will quickly forget about you if your content revolves around recent controversies and viral topics.

Let’s say you review Apple products on YouTube. Parroting Apple’s press releases provides zero value to readers—they’ll find the same information on hundreds of other sites. Some AI platforms even scrape and summarize news reports in real-time. The best approach is to provide unique, first-hand insights. Rather than listing new features, walk your readers through them with actual screenshots and demonstrations.

4. Collaborate With Other Industry Experts

Charli and Dixie D'Amelio Talking on Unicef Interview
Image Credit: Priyanka Pruthi/Wikimedia Commons

AI-generated avatars generally publish solo content. Collaboration is almost impossible because they can’t interact as humans do, and this lack of engagement makes them look inauthentic and robotic, which viewers can dislike.

Human influencers can maximize this advantage by regularly collaborating with relevant personalities. Establish yourself as an industry authority among peers and fans alike. Your audience would also appreciate seeing you with their favourite personalities—think of it as fan service.

5. Leverage Your Personal Experiences

Blonde Influencer Wearing Pink Jacket Posing in front of Kia Stinger
Image Credit: Do The Daniel/Wikimedia Commons

 

As an influencer, you can leverage your daily experiences by documenting and sharing them with an interested audience. Virtual personas will never replicate your real-life stories and relatable struggles despite advancements in AI. They’re merely pre-programmed avatars with made-up backstories.

Your viewers would love to see your real side. Talk about your most notable triumphs, share how you overcame your worst challenges, and ensure you thank your loyal supporters.

6. Try to Empathize With Your Audience

AI-driven virtual influencers use natural language processing (NLP) technologies and language models to engage in conversation. While impressive, they only execute patterns. As a result, talking to AI feels inauthentic because it can’t empathize with users or show feelings.

Human influencers can set themselves apart by connecting with viewers on an emotional level. Demonstrate a deeper understanding of your audience by resonating with their struggles and sharing how you overcame them.

Set disclaimers saying that your advice and personal experiences don’t replace professional consultations.

7. Analyse Why Brands Prefer Virtual Influencers

Several Influencers at Party With a Show Host
Image Credit: Juice Krate/Wikimedia Commons

A growing number of companies are offloading their marketing needs to AI. Forbes reports that 61% of businesses use AI for email optimization, while 55% generate user-targeted ads. Going by these trends, some might start replacing their influencers too.

While AI has significantly advanced over the years, it still has shortcomings—understanding them will help you retain projects. Offer what virtual influencers can’t guarantee, like lasting partnerships and collaboration skills.

8. Frequently Engage With Your Audience

We know how nasty some people act online. They use anonymous profiles to leave hurtful comments on various platforms. Even if you understand that these insults are baseless, they could still make you feel bad. You might even stop reading comments sections to avoid haters.

Although your feelings are valid, ignoring your audience will impede your growth and reach as an influencer; people prefer personalities that interact with them. You must answer questions, consider the type of content they want, and work on constructive criticisms.

If you can’t ignore your haters, block them or delete their comments. Just make sure you engage with your audience.

9. Participate in Social Movements

Group of People Wearing Blue Picking Up Trash at the Beach

Joining social movements humanizes social media influencers. Viewers generally see you doing the same things online—participating in new activities emphasizes your individuality. Show that you’re more than your on-screen persona.

However, this isn’t to say you should just take photos of feeding programs and clean up drives. Putting up a façade for attention will only hurt your image. Support social movements that align with your principles and prioritize making a real-world impact over announcing your contributions.

You can also use these social events to expand your network and connect with like-minded individuals.

10. Explore Generative AI Tools Yourself

Influencer Feeding Prompts to ChatGPT for Content Creation

Embrace AI instead of fearing it. AI-driven platforms are here to stay regardless of your opinion—you’d do well to incorporate them into your career. Start with simple, accessible tools. For instance, you could ask ChatGPT to write a short script, generate images on Midjourney, then stitch them together using text-to-video generators.

You can’t claim ownership of your output because copyright laws don’t apply to AI art.

And even if you don’t plan on using AI tools, exploring them helps you understand how virtual influencers work. Remember: you can’t surpass something you barely comprehend. Study the functions and scope of AI before overhauling your content strategies.

Create New Strategies to Beat AI Virtual Influencers

AI platforms and virtual influencers will continue impacting the content industry as they become more accessible. And brands won’t just stop exploring AI suddenly; you must level up your overall marketing strategy as an influencer or risk losing clients to AI.

Also, closely study the most popular virtual influencers to understand how you can beat them. Try looking for issues in their marketing campaigns. You’ll keep attracting new clients if you focus on providing results that virtual influencers and AI tools don’t.

By Jose Luansing Jr.

Jose Luansing Jr. is a staff writer at MUO. He has written thousands of articles on tech, freelance tools, career advancement, business, AI, and finance since 2017

Sourced from MUO Make Use Of

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Google and Yahoo Are Now Enforcing New Rules For Email Senders — Here Are 3 Changes You’ll Need to Adopt By February 1st.

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BY LIVIU TANASE 

Google and Yahoo are enforcing new rules for mass email senders. By February 2024, you must authenticate your emails, allow people to unsubscribe easily and keep your spam complaints at bay.

re you sending more than 5,000 daily emails to Gmail and Yahoo users? If you are, you’ll have to make some changes in your email marketing. The two tech giants partnered to fight spam, spoofing, and phishing attacks, creating a new set of guidelines for individuals and organizations sending mass emails.

While these best practices have been around for years, you must adopt them by February 1, 2024, if you want your emails to land in your customers’ inboxes.

What you need to change in your email marketing

To stay in Google and Yahoo’s good graces and keep your emails out of spam, make sure to follow the new guidelines:

  • Authenticate your emails. Use security protocols to protect your email domain from spoofing and impersonators sending malicious messages on your behalf. Email authentication helps mailbox providers verify that an email was sent by you and not someone faking your domain.
  • Enable one-click unsubscribing. Make it easy for people to opt out of your email list and ensure you have an unsubscribe link in every email you send. Additionally, Google and Yahoo ask mass senders to honor unsubscribes within two days.
  • Keep a low spam complaint rate. If you get more than three spam reports for every 1,000 emails you send, your reputation suffers and your campaigns may start going to spam.

As you can see, Google and Yahoo’s new guidelines focus on creating a better, safer experience for email users. While these rules target organizations that send more than 5,000 emails a day, you’d be smart to follow them even if you send fewer campaigns. That way, you’ll stay out of the spam folder and see a higher ROI from your campaigns.

How to implement Google and Yahoo’s new email-sending rules

Next, let’s break down the three rules and see how you can integrate them into your email marketing. Doing so before February 2024 will give your email deliverability a boost.

1. Authenticate your emails

For your emails to pass increasingly tough spam filters, you must verify that you — and not a bad actor — are the source of all the messages sent from your domain. Google and Yahoo’s focus is “a crucial aspect of email security: the validation that a sender is who they claim to be,” explains Google’s Group Product Manager Neil Kumaran.

To authenticate your emails, implement these three protocols:

  • Sender Policy Framework (SPF) — SPF specifies which IP addresses can send emails on behalf of your domain, thus preventing email spoofing attacks.
  • DomainKeys Identified Mail (DKIM) — DKIM uses cryptographic signatures to validate the identity of a domain.
  • Domain-based Message Authentication, Reporting and Conformance (DMARC) — DMARC aligns your SPF and DKIM protocols and provides instructions on handling emails that fail authentication. Unauthenticated emails will either be marked as spam, rejected or quarantined.

Setting up SPF, DKIM and DMARC can be daunting. If you don’t know how to start, there are email platforms where you can get all the support you need. Advice from your email marketing platform can also point you in the right direction.

2. Allow your subscribers to opt-out easily

If signing up for an email list takes only seconds, so should unsubscribing, Google and Yahoo believe. “We’re requiring that large senders give Gmail recipients the ability to unsubscribe from commercial email in one click,” Google’s Neil Kumaran says.

Marcel Becker, Senior Director of Product Management at Yahoo, states that the email provider has been promoting this standard “for some time,” but few organizations have adopted it. Starting in February, one-click unsubscribes will be a requirement.

If your emails don’t already allow for speedy unsubscribes, check with your email marketing platform and update your policy soon. Also, Google and Yahoo require that mass senders remove unsubscribed contacts within two days. Doing this will not only allow for a better user experience – it will also prevent you from getting spam complaints.

3. Keep your spam complaint rate under 0.3%

Spam complaints are a key indicator for mailbox providers like Yahoo and Google to determine whether a sender belongs in the inbox or in spam. A high spam complaint rate shows that email users are unhappy with your content. When they repeatedly hit the Mark as spam button, your messages may go to spam.

So, how do you know if you’re getting too many spam complaints? The accepted industry standard for spam reports has been 0.1%, meaning one report for every 1,000 emails. However, in its initial blog post – which has been edited in the meantime – Google offered a more generous threshold: 0.3%.

To be safe, consider one report for every 1,000 emails acceptable. Anything above that is reason enough for you to reassess your strategy. Here are some questions worth pondering:

  • Have all your contacts opted in to receive emails from you? Do not reach out without permission.
  • Do all your emails include an unsubscribe link? Never send an email without giving your subscribers an easy way out.
  • Are you removing people from your list promptly? Do it within two days.
  • Is there ever any reason for your audience to believe your emails are coming from someone else? Make sure your content and design are on-brand.
  • Are you sending too many emails? Readjust your sending schedule. Sometimes, people will mark your messages as spam just because you’re emailing them too often.

Google and Yahoo’s new sending requirements for mass senders are common sense, and you may already be following them. If certain elements are missing from your program, now is the time for updates. With more than $4.2 billion email users worldwide, email marketing is a channel worth your while. But to make email work for your business, you have to play by the rules.

BY LIVIU TANASE 

Sourced from Entrepreneur

ENTREPRENEUR LEADERSHIP NETWORK® CONTRIBUTOR

Founder & CEO of ZeroBounce. Liviu Tanase is a serial entrepreneur and telecommunication executive with extensive experience in the creation, growth and sale of novel technologies. He is currently the CEO of ZeroBounce, an email validation and deliverability platform.

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Printed materials in healthcare can improve patient relationships and build brand loyalty, helping create a prescription for success

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Sourced from HealthCareDive

Direct mail, elevator wraps and posters do more than educate patients; high-quality printed materials can also help healthcare organizations build patient relationships and boost brand loyalty.

“When incorporated into an integrated marketing strategy, print communications can become a powerful differentiator in helping healthcare organizations stand out from the sea of emails and digital ads to reach and engage their customers in ways never seen before,” said Kevin Kaiser, national account manager for FedEx Office.

Consider it the healing power of print.

Print can enhance patient communication

Healthcare organizations want to expand communication beyond the exam room. Offering patients printed materials that include diagrams, charts, infographics and written instructions to supplement oral instructions from healthcare providers can make information more accessible.

Not only are printed materials valuable references that can be revisited, reinforced and shared, print may also positively affect patient health. Research found that 55.2% of patients read printed materials in waiting rooms at health clinics and that 77.2% of those who read the materials applied the information to improve their health.

While there has been rapid adoption of digital channels, leading consumers to expect improved user experiences and better offerings, print remains an important part of an omnichannel experience. Kaiser noted that “the digital-only approach can fail to make a meaningful impact.”

For patient communication, print marketing can be integrated with digital approaches, allowing healthcare organizations to heighten awareness and prioritize targeted patient communications that deliver results. Print media generates a 20% higher response rate and 77% higher recall than that of digital.

“The two approaches work so well together,” Kaiser said. “Relying on one or the other risks missing opportunities to leverage their physical and digital presence.”

A FedEx Office account manager can provide insight into the best products for healthcare organizations to capture attention and reinforce their reputation with patients. Kaiser called it “a cost-effective way to get the message out [and] target your desired audience with custom messaging.”

Print transcends hospital walls

The increase of telehealth and at-home healthcare services and an emphasis on providing a hyper-personalized patient experience has challenged healthcare organizations to rethink their approach to connecting with patients.

Besides the printed collateral used throughout hospitals and clinics, organizations have turned to creative strategies to raise brand awareness and foster patient relationships outside traditional healthcare settings. Kaiser pointed to vehicle wraps and tents, tablecloths, retractable banners and other signage used at community events as examples of expanding the brand beyond hospital walls.

“Print transcends the hospital,” he said.

Strategic direct-mail campaigns are also effective for reinforcing digital messages and reaching patients in their homes. In fact, direct mail is one of the most effective communication channels, with 44% of consumers expressing a preference for direct mail and 72% reading the printed mailing on the same day it’s received.

Leveraging printed materials outside of a hospital setting may be especially effective for reaching underserved populations.

“Given tech inequities and social determinants of health, direct mail and other tangible printed materials can be incredibly important,” Kaiser said. “Print materials can reach people where they gather, especially at churches, healthcare facilities and within the community at large.”

Print can help improve patient satisfaction

Patients who receive printed materials can share information to better compare and discuss options, which can lead to improved patient knowledge and satisfaction.

Patients who reported communication with their providers as being of high quality were more likely to maintain treatment plans, achieved better health outcomes and reported higher levels of satisfaction. Not only are satisfied patients 28% less likely to switch providers, their positive experiences can help healthcare organizations enhance their brand.

“If your patients are satisfied, they will leave positive reviews, give high ratings and generate more referrals for your facility,” Kaiser said. “This will enhance your reputation and attract more potential customers.”

Book a consultation with FedEx Office to learn more about corporate printing solutions that can enhance patient communication, transcend hospital walls, and boost brand recognition and consumer loyalty. 

Feature Image Credit: Getty

Sourced from HealthCareDive

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Amazing, incredible, superb: The effect of high-arousal language used by social media influencers

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By Marilyn Stone

Researchers from LUISS Guido Carli University have published a new study that examines whether and how subtle shifts in language arousal might shape consumer engagement and the way it affects perceptions of influencers’ trustworthiness.

The study, published in the Journal of Marketing, is titled “How High-Arousal Language Shapes Micro Versus Macro Influencers’ Impact” and is authored by Giovanni Luca Cascio Rizzo, Francisco Villarroel Ordenes, Rumen Pozharliev, Matteo De Angelis, and Michele Costabile.

Companies increasingly turn to popular personalities to promote their brands, products, and services. The influencer marketing economy was valued at $21.1 billion in 2023, and more than 90% of brands enlist influencers with a small audience (micro) or with massive reach (macro) to connect with consumers and achieve a variety of marketing goals, from creating awareness to increasing sales.

Influencers have the potential to diffuse marketing messages and drive actions, but it is unclear why some of their posts get a lot of engagement while others do not. One possibility is that consumers are increasingly aware that influencers get paid to promote products, raising questions about their motives. Additionally, anecdotal evidence suggests that when influencers use high-arousal language (e.g., “it’s totally amazing!”), it leads to questions about their trustworthiness, which in turn leads consumers to engage less with the content.

Micro vs. macro influencers

Consumers typically see micro influencers as regular people, so if they say something like “this shake is AMAZING!” consumers believe they really are excited about that shake and just want to share this discovery with their friends and followers. This belief in their sincerity increases consumers’ trust in micro influencers.

However, macro influencers do not seem like regular people. Consumers know these influencers receive substantial sums to say positive things about products, so they judge their posts as an attempt to persuade, just like any other form of advertising. Believing that someone has manipulative intentions tends to decrease trust. Yet the negative effect of high arousal posts by macro influencers could be mitigated if their posts offer more informative (vs. commercial) content or if the messages are more balanced.

The researchers collaborated with an influencer marketing agency to acquire a sample of 20,923 Instagram-sponsored posts across industries from 1,376 U.S. influencers. They measured engagement as the sum of likes and comments that a post receives. To measure language arousal, they combine a words-based lexicon (including terms like “hectic,” “amazing,” and “sensational”) with paralanguage (i.e., exclamation marks, capitalization, and emojis).

They used 100,000 followers as the cut-off to classify micro versus macro influencers. To measure how informative the post goal would be, they validated a dictionary with words like “explore,” “read,” and “watch.” Finally, more than 100 controls were employed, including details about the influencer, the text and images shared, and so forth. Combining the field data and controlled experiments led to some compelling results.

The researchers note, “For micro influencers, we find that a 10% increase in arousal is associated with a 5.4% increase in engagement, on average. Recommending a product by saying, ‘It’s superb’ rather than ‘It’s great,’ for example, would attract 49 additional likes or comments. However, our findings raise concerns for macro influencers. If macro influencers increase arousal in their posts by 10%, it reduces consumer engagement by 8.4%, on average.”

However, macro influencers are not completely forbidden to express excitement. Since signalling an informative goal is associated with a 1.8% increase in engagement, they can share informative rather than commercial posts. Also, admitting some concerns or noting some negative aspects of the promoted product can help macro influencers seem more genuine, which also increases engagement.

Finally, macro influencers can use high-arousal language if they also include words that signal trustworthiness (e.g., “learn,” “help”). Thus, brands and macro influencers should collaborate to make sure their posts include phrases like “that’s what I learned about this incredible product” rather than “that’s how to use this incredible product.”

From Instagram to TikTok

These findings are not limited to Instagram. The study provides evidence that language arousal also plays a role in TikTok, with relevant influences on its young target market. “We gauge influencers’ vocal cues and the level of pitch in their voices as proxies for arousal. A higher pitched voice can signal greater arousal, and in line with our Instagram study, we determine that a higher pitch, and higher arousal, voice exerts a negative effect for macro influencers,” the researchers say.

This research underscores the importance of aligning social media posts and language arousal strategies depending on the type of influencer. For micro influencers, using high-arousal language authentically can enhance , but macro should focus more on informative content to maintain their trustworthiness.

Exploring the impact of arousal on emerging platforms like TikTok is especially crucial when it comes to targeting young, savvy consumer audiences effectively. This research could be extended to politicians, scientists, and other high-profile individuals and the statements they issue.

Feature Image Credit: Unsplash/CC0 Public Domain

By Marilyn Stone, American Marketing Association

Sourced from PHYS.ORG

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How to find the easiest side hustle for you, says 27-year-old who’s tried dozens and brought in nearly $700K last year

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By Gili Malinsky

Cody Berman has been experimenting with side hustles for years.

The 27-year-old picked up his first side gig his freshman year of college when he founded a disc golf manufacturing company. After that “I started getting some freelance writing gigs during college,” he says. “Also did some tutoring, podcast editing, video editing, running affiliate marketing campaigns.” He says he made between $1,500 and $1,800 per month on his various hustles.

Even today, Berman juggles a series of moneymaking ventures including selling an online course about how to start an Etsy business and renting out spaces on Airbnb. “I am a dabbler by trade,” he says. In 2022, his various streams of income brought in nearly $700,000 altogether.

Having tried so many hustles, Berman’s gleaned a few insights about which might be easiest to pick up. Here’s his advice for anyone looking to dive in immediately.

‘Look at the skills that you have’

Given people’s different skill sets and even assets, the easiest side hustle is “going to be different for every single person,” says Berman.

For him, the easiest hustles to dive into were those in content creation, like podcast editing and video editing. That’s because he’d learned how to use editing tools for both out of personal interest and didn’t have to learn anything new to dive in. “I actually started my own podcast in July of 2018,” he says. And he realized they were skillsets he could monetize.

“Look at the skills that you have,” he says. Are you a solid writer? Good at graphic design? Adept at customer service? Consider what you’re good at and make a mental note of which of those skills you could lean into. Take inventory of your assets as well. Do you have a car? An apartment you could be renting out? A bike you could make deliveries on? Any of these can help you make money.

The idea is to use what you already have at your disposal as opposed to accruing new skills or buying something new. Leaning into what’s there means you’ll be able to dive in right away and with ease.

‘There’s always someone who’s willing to pay’

In terms of where to find outlets for your hustle, start perusing sites like Fiverr, Upwork, GigSalad, Lessonface, Thumbtack and TaskRabbit to see what people are doing in a similar field. An aerialist in Los Angeles is currently charging $600 and up on GigSalad. An interior photographer in the Catskills is currently charging $150 to $195 per project on Fiverr.

“There’s an unlimited number of opportunities now with the internet and all these different apps,” says Berman.

Berman also recommends looking to your immediate network or local businesses for side hustle opportunities. Say you’ve got a knack for social media. “There’s landscaping companies, there’s plumbing companies, there’s electricians that have no idea what they’re doing on social media,” he says, adding that, “if you come to them with a decent proposal, you can run social media for them.”

Ultimately, “there’s always someone who’s willing to pay for something,” says Berman, “you’ve just got to figure out what that something is” and whether or not it falls in line with what you have to offer.

Feature Image Credit: Disc golf. Source: Envato Elements

By Gili Malinsky

Sourced from CNBC make it

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The Future of Site Design: How 5 Companies Make E-Commerce More Personal, Engaging, and Effective

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By Rebecca Deczynski

Site design shakeups are helping retail brands increase conversion, decrease return rates, and build lasting, fruitful relationships with their most loyal customers.

When’s the last time you updated your website?

While the rise of omnichannel retail has led countless brands to invest in in-person real estate and social commerce has driven investments in social media, some founders contend that retailers should focus on sharpening their own websites to increase conversion, customer loyalty, and lifetime customer value. “Platforms will come and go. What is consistent is your own channel,” says Janvi Shah, co-founder and CEO of the Boston-based e-commerce company Hue. “Even if a customer isn’t checking out from your own website, so many are doing a high level of research before they decide to purchase–so the halo effect of you investing in your own platform will spread to all the different channels you’re in.”

Innovations in artificial intelligence and site design present new opportunities for retailers to better connect with their audiences–and drive long-term benefits. Here are five ways B2B businesses are transforming e-commerce.

Improved product information

For beauty brands looking to increase conversion, Hue proposes a solution that isn’t new–user-generated content–but with a more seamless implementation. The company enables clients to embed video reviews of customers onto their website landing pages, product pages, and social media platforms to drive sales and increase engagement. Clients are also welcome to use Hue-sourced UGC in paid advertisements.

Hue handles the technology required for web integration, as well as video sourcing. The company manages a community of about 2,000 content creators who originate honest testing-and-review videos for Hue’s clients in exchange for free products. Video reviews are key to boosting customer engagement, says Shah, 30: On average, clients see a 127 percent lift in time spent on-site after integrating Hue. “What we see with video is that it’s a lot harder to fake,” Shah says. “People have a lot of scepticism about written reviews. And if someone is speaking to the camera and showing their skin, that’s not easy to Photoshop.”

New York City-based Surratt Beauty, a Hue client, embeds the company’s UGC on product pages for its foundation. Evadney Petgrave, e-commerce and digital marketing director for the company, says that that platform is user-friendly and has helped Surratt to replicate the in-store, shade-matching experience digitally. On average, Hue has seen sales on product pages with its embedded UGC increase by 23 percent. The company, which currently partners with more than 20 beauty brands and retailers, expects to triple its revenue in the next 12 months.

Hue enables clients to embed video reviews of customers onto their website landing pages.

Hue enables clients to embed video reviews of customers onto their website landing pages. Photo: Courtesy Company

Smarter search functionality

Getting the right product in front of the right customer is a huge hurdle for retail businesses–even when customers have already made it to their site. That has driven Lily AI, a Mountain View, California-based startup, to make the search bar more human. “There’s language I have in my mind when I look for products, but that’s not the same language [a brand uses] when they’re sold to me,” says co-founder and CEO Purva Gupta, 35. “Let’s say a brand describes a product as ‘midnight French terry activewear’–a consumer is going to call it ‘blue sweatshirt.'” The issue, Gupta says, is that for many retailers, the merchandising process is incredibly manual, typically requiring junior-level merchants to attribute three to four attributes per product.

Lily AI aims to solve the problem with image recognition technology that uses artificial intelligence to attribute more accurate, customer-centric keywords to products, at scale. The technology can also accommodate customer searches that may be more subjective or nebulous–such as trends like quiet luxury or cottagecore. Gupta says that Lily AI helped clients–which include Bloomingdale’s and Macy’s–increase site conversion, as well as average revenue per consumer. One Lily AI client, ThredUp, attributed a 15 percent lift in sell-through rate to Lily AI’s enhanced product attribution.

Lily AI aims to solve the problem with image recognition technology to attribute more accurate, "customer-centric" keywords to products.

Lily AI aims to solve the problem with image recognition technology to attribute more accurate, “customer-centric” keywords to products. Photo: Courtesy Company

Better personalization

New York City-based Psykhe AI envisions a world in which e-commerce sites cater directly to individual customers, serving them the products it knows they’ll most respond to. The company, which is currently in pilot testing with plans to launch in September, uses A.I. to merchandise category pages to unique visitors. By seeing which products a visitor engages with, it gathers information about their user preferences and serves them products that are likely to align with those preferences. For example, a shopper who interacts with classic, bright floral dresses that cost $100 or less isn’t likely to be served a more avante-garde, structural leather garment priced at $800. The platform–which is designed to work for both fashion and home décor brands–is trained on a data set that draws connections between personality traits such as neuroticism and agreeableness, style preferences, and three million aggregated products. The company has raised more than $3 million in funding.

Founder and CEO Anabel Maldonado, 37, who has a background in both fashion and psychology, says that the product is targeted toward large, multibrand retailers looking to improve discoverability. “It’s like a salesperson who sees you looking at something and from that is able to understand your aesthetic ecosystem,” Maldonado says. Pilot testing has shown a 5x increase in conversion rate, an 8x increase in dwell time, and a 25 percent decrease in return rates.

Psykhe AI uses artificial intelligence to merchandise category pages to unique visitors.

Psykhe AI uses artificial intelligence to merchandise category pages to unique visitors.Photo: Courtesy Company

More engaging digital interfaces

While retail brands are increasingly investing in their in-person strategies, Neha Singh, founder of the New York City-based tech company Obsess, contends that it’s well worth elevating their online presence, too. Working with clients like Coach, Mattel, and Crocs, Obsess designs interactive virtual storefronts that operate on both mobile devices and browsers. “It’s really about engagement and brand-building,” Singh says. “It typically takes seven to eight touch points for a customer to make a purchase decision. Now you’re making one of those touch points much deeper or more memorable.”

Because virtual storefronts increase time spent on a retail brand’s site and customer engagement, they can also lead brands to secure new sources of first-party data. “We have a lot of capabilities in our platform around gamification and quizzes that enable brands to ask questions in a way that’s baked into the flow of the experience,” Singh says. “And what we see is that people are much more likely to answer questions in our gamified environment versus if you just put a pop-up on a regular ecommerce site.” That has an impact on a brand’s long-term success, as it can provide learnings on customer preferences. Obsess declined to share revenue, but Singh says the company has grown more than 100 percent year-over-year for the past three years.

Targeted conversion tactics

The best opportunity to upsell a customer is when they’re already likely to make a purchase, says Elizabeth Buchanan, chief commercial officer of the New York City-based ecommerce company Rokt. That’s why Rokt enables retail businesses to promote offers–for both their own brand (like membership programs and store credit cards) or other brands (for which they’d earn revenue based on customer engagement)–through the checkout process and on order confirmation pages. The key, Buchanan says, is the ability to use A.I. to promote offers that are relevant.

Rokt enables retail businesses to promote offers through the checkout process.

Rokt enables retail businesses to promote offers through the checkout process.Photo: Courtesy Company

“If you think about a barista that remembers your order when you approach the counter–we try to achieve that same kind of seamless and relevant experience throughout the checkout flow,” she says. Relevancy has become paramount for brands to pull off upselling without alienating customers–to the point that, if Rokt’s A.I. determines that an offer will increase the risk of cart abandonment, it won’t present an offer to the customer, Buchanan adds. Especially as increased privacy restrictions have limited the ability of brands to track customers via cookies, the enhanced ability for companies to increase lifetime customer value through A.I. targeting can prove highly beneficial. One Rokt client, Panda Express, had a 7.8 percent positive engagement rate with post-purchase offers, which the company says increased revenue and customer loyalty. Rokt has a valuation of $2.4 billion and in the past financial year grew more than 45 percent.

Feature Image Credit: An Obsess interactive virtual storefront for the brand Laneige. Photo: Courtesy Company

By Rebecca Deczynski

@rebecca_decz

Sourced from Inc.

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10 Best LinkedIn Profile Tips to Amplify Your Presence in 2024

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By Sam Driver

Maximizing your LinkedIn profile has never been more crucial in this digital era.

Whether you’re on the hunt for a new job, hoping to grow your professional network, or simply looking to improve your online presence, your LinkedIn profile is your first impression in the virtual professional world.

From creating a captivating headline to leveraging LinkedIn’s unique features, we’ve compiled the ten top tips to enhance your online presence.

So, ready to transform your LinkedIn game?

Let’s jump in!

1. Harness the Power of Your LinkedIn Headline

A compelling LinkedIn headline acts as your digital handshake, initiating your introduction to the virtual professional world.

The headline is more than just a statement; it’s your opportunity to quickly communicate your professional identity and peak interest.

Instead of merely listing “Data Analyst,” for example, consider fine-tuning it to “Data Analyst specializing in predictive models for e-commerce”.

This not only provides more detail about your unique abilities but also differentiates you in a sea of data analysts.

Furthermore, including relevant industry keywords in your headline can make your profile more searchable, increasing the chance of being found by potential employers or clients.

Remember, LinkedIn gives you 120 characters for your headline. Use this space to creatively encapsulate who you are professionally, your key skills, and your unique value proposition.

2. Craft a Stellar LinkedIn Summary

Your LinkedIn summary is essentially your professional autobiography. It’s a platform to humanize your profile, sharing not just your qualifications but also your journey, passions, and future aspirations.

This narrative can create an emotional connection with your reader, making you more memorable.

For instance, if you’re a marketer who transitioned from traditional advertising to digital marketing, this is your opportunity to share your evolution.

Discuss the challenges you overcame during this shift, the new skills you developed, and how this transformation has made you a better marketer.

Sharing these stories conveys your adaptability, growth mindset, and demonstrates your resilience — traits that employers often value.

Use the summary to show that you’re not just a list of skills and experiences, but a dynamic professional with a compelling story.

3. Spotlight Your Work Experience

When detailing your work experience on LinkedIn, think of it less like a job description and more like a highlight reel of your professional career.

It’s not just about what you’ve done; it’s about the measurable impact of your work.

For instance, rather than merely saying you “Managed social media accounts,” describe the specific initiatives you drove and their outcomes, such as “Increased social media engagement by 60% by implementing a new content marketing strategy“.

This illustrates your ability to drive results and gives prospective employers or partners insight into what they might expect if they work with you.

Remember to include specific metrics and data where possible as these quantifiable results can lend credibility to your achievements.

Also, highlight any unique projects or initiatives you’ve led that align with your career goals.

This can demonstrate your leadership, creativity, and strategic thinking to potential employers and connections.

4. Showcase Relevant Skills

Your LinkedIn profile is more than a resume; it’s a living testament to your professional capabilities.

The skills you list should be a curated collection, reflecting your career aspirations and key strengths.

Instead of merely listing a broad range of skills, consider focusing on those most relevant to your field or the position you’re aiming for.

For instance, if you’re a digital marketer, skills such as “SEO writing,” “Content Creation,” or “Social Media Advertising” could be more significant than a general skill like “Good Communication.”

LinkedIn also allows your connections to endorse your skills, adding a level of validation to your listed competencies.

Prioritize the skills you want to be known for, place them at the top, and encourage colleagues or supervisors to endorse you for them.

This not only validates your claim but also increases your visibility when recruiters search for specific skills.

5. Optimize Your LinkedIn URL

Your LinkedIn URL might seem like a minor detail, but it’s a powerful personal branding tool that can enhance your professional image and online visibility.

By default, LinkedIn assigns you a URL filled with random characters. However, you can (and should) customize it to reflect your name and profession.

For instance, instead of a URL like “linkedin.com/in/xyz123456789,” opt for a cleaner, more professional version like “linkedin.com/in/JohnDoeMarketing.”

It’s simpler, more memorable, and reinforces your personal brand.

Think of it as your digital business card. You can add it to your email signature, your resume, or your website.

Customization not only makes it easier for people to find you but also makes your profile look more polished and professional.

6. Understand LinkedIn Premium’s Benefits

While the basic LinkedIn account is free and offers numerous benefits, there’s value in considering a LinkedIn Premium subscription, especially if you’re actively job hunting or looking to expand your network.

LinkedIn Premium provides you with an array of tools not available with a basic account.

One standout feature is the advanced search filter that lets you target specific industries, job titles, or companies, offering a more tailored approach to networking.

With Premium, you can also send InMail messages to people you’re not connected with, opening a direct line of communication with potential employers, mentors, or collaborators.

In addition, it allows you to see who has viewed your profile, offering valuable insights about the types of professionals showing interest in your profile.

These are just a few examples of the potential advantages of LinkedIn Premium.

While it is a paid feature, consider it an investment in your personal brand and career growth. It might just give you the edge you need in a competitive job market.

7. The Power of a Professional Profile Photo

A professional profile photo is much more than just a picture — it’s a visual representation of your brand.

It is what introduces you to the professional world before you even say a word.

This image is the first visual interaction someone will have with your profile, so ensuring it is clear, professional, and friendly is vital.

Opt for a picture with good lighting, a simple background, and appropriate attire. It’s not about the designer clothes or the perfect hairstyle, but rather about showcasing the professional, approachable, and confident individual you are.

A good rule of thumb is to make sure your photo aligns with your desired industry’s standards — a corporate banker’s attire may be different from a creative director’s.

8. Join LinkedIn Groups

LinkedIn groups are your secret passageways into the world of professional networking.

Participating in these groups doesn’t just expand your network; it gives you a platform to engage in intellectual conversations, demonstrate your knowledge and insights, and connect with like-minded professionals.

Start by looking for groups that are relevant to your industry or area of expertise. Don’t just join the group and be a passive member.

Engage in the discussions, ask insightful questions, and share helpful resources or articles. The key is to provide value.

Doing so helps establish your thought leadership, and remember, a meaningful comment or shared insight could catch the eye of a potential employer or collaborator.

9. Embrace LinkedIn Learning

LinkedIn Learning is not just a resource; it’s your growth partner. With a vast library of courses ranging from software skills to leadership techniques, it can help you stay at the forefront of your industry’s trends and requirements.

Courses you’ve completed are featured on your profile, which sends a clear message to potential employers about your dedication to personal development and continuous learning.

For example, if you’re in digital marketing, taking a course on the latest SEO strategies or Google Analytics can make you more valuable in the eyes of recruiters.

By consistently updating your skills through LinkedIn Learning, you’re not just improving yourself; you’re setting a high bar in your professional life and proving your commitment to staying ahead of the curve.

10. Seek & Give LinkedIn Recommendations

The power of word-of-mouth should not be underestimated, especially in the professional world.

LinkedIn recommendations function as mini letters of recommendation, giving weight to your professional competencies and achievements.

Aim to secure recommendations from a diverse array of colleagues, managers, or clients who have a first hand account of your work.

Remember, specificity is key in making these recommendations impactful. Encourage your endorsers to mention particular projects or instances that illustrate your abilities.

For instance, instead of a generic “they are a team player,” a more impactful recommendation would be “they displayed exceptional teamwork in the XYZ project by coordinating tasks effectively and fostering a positive work environment.”

At the same time, reciprocate this goodwill by endorsing your connections.

This not only strengthens your professional relationships but also keeps you on the radar of your network.

LinkedIn is, after all, a social platform — engagement is critical.

11. Make Use of LinkedIn’s ‘Featured’ Section

The ‘Featured’ section on LinkedIn serves as your personal exhibition space. Here, you can spotlight examples of your work that articulate your skills and capabilities better than words.

Showcasing real, tangible work adds credibility to your profile and captures the attention of anyone viewing your profile.

You could include links to articles you’ve written, slides from a presentation, graphics you’ve designed, or even a recording of a talk you gave.

For example, if you’re a content marketer, sharing a blog post that drove significant traffic to your company’s website will highlight your content creation and SEO skills.

Remember, this section is not just a repository for your work.

It’s a dynamic space that should be updated and refreshed as you create new, impressive work.

12. Leverage the Power of Keywords

linkedin profile keywords

Keywords are not just for SEO — they’re a fundamental tool to enhance your visibility on LinkedIn.

Using relevant keywords throughout your profile makes it more likely for you to appear in LinkedIn searches, potentially connecting you to a host of new professional opportunities.

Start by identifying the keywords or phrases relevant to your field that potential employers or clients might use.

Tools like Google Trends or Keyword Planner can offer insights into what those might be.

Then, weave these keywords naturally into your headline, summary, work experience, skills, and even your endorsements.

For example, if you’re a digital marketer specializing in social media management, some keywords might be “social media strategy,” “content creation,” “social media analytics,” or “community engagement.”

By incorporating these into your profile, you increase your chances of appearing in searches by potential employers looking for these specific skills.

In the end, remember that while keywords help in visibility, they should not compromise the readability and authenticity of your profile.

Your LinkedIn profile is your digital narrative — ensure it remains a genuine reflection of your professional journey.

Ready to Enhance Your LinkedIn Profile?

In the vast world of LinkedIn, standing out is an art. It’s your first impression, your digital handshake.

Remember, your LinkedIn profile can either be an unnoticed drop in the digital ocean or a vibrant beacon attracting the right professional opportunities.

So embrace these tips, inject your profile with a hefty dose of professional charisma, and watch as opportunities begin to roll in.

Ready to stand up and make some waves?

By Sam Driver

Sam is an Associate Editor for Smart Blogger and family man who loves to write. When he’s not goofing around with his kids, he’s honing his craft to provide lasting value to anyone who cares to listen.

Sourced from SmartBlogger

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The 8 Best Free and Low-Cost SEO Tools for Small Businesses

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By Jason Hennessey 

Here are some tools that business owners can use to optimize their websites and bring in more revenue

Small businesses face unique challenges when it comes to their marketing operations. For one, very few have dedicated personnel to manage marketing campaigns (there may be few team members wearing many hats). They might also have limited financial resources, making it difficult to subscribe to the latest and best marketing tools.

But running a small business also has its advantages. There is often far less competition within a small niche market, and successful marketing campaigns are significantly less expensive. Similarly, amazing results can still be achieved even with a small repertoire of marketing tools.

If you’re looking to increase organic traffic to your business via Search Engine Optimization (SEO), here are some cost-effective software solutions to have in your toolkit.

1. Google Keyword Planner

Google Keyword Planner is Google’s own SEO keyword research tool. Although Keyword Planner is primarily used to identify keywords to target with Google Ads, the same data can be used to inform your organic keyword strategy for your website.

Use Keyword Planner to find keywords your target audience may be searching for, validate the search volume and competition level for each and discover related keywords that can help you reach people interested in your products or services.

Cost: Free

2. Google Search Console

Google Search Console (GSC) is another Google-hosted SEO tool, but specific to your website performance and analytics. GSC measures your website traffic, identifies site issues and allows you to monitor your ranking keywords. Sign up for GSC using your Google account, add the code to your website, and start tracking. This data will allow you to make improvements to your website that can help increase your organic traffic.

Cost: Free

3. Google Analytics

Google Analytics is perhaps the most widely known SEO analytics tool, and for good reason. For one, it’s fed by first-party data directly from Google, making it one of the most accurate analytics tools. Also, it allows you to implement conversion tracking to monitor what actions users take on your website, whether filling out a form, subscribing to a newsletter, purchasing a product, etc. You can also monitor traffic from other channels, not just Google, such as referral traffic, direct traffic or social media traffic.

Cost: Free

4. Yoast (WordPress only)

With WordPress being the most popular Content Management System (CMS), it’s only fitting to mention Yoast. Yoast is a WordPress-specific SEO plugin that allows businesses to add essential on-page elements to their sites, including meta titles, meta descriptions, keywords and internal links. Once activated, the Yoast plugin displays a score (red, yellow or green) to reflect the degree to which your website is optimized. Some alternatives to Yoast include RankMath and SEOPress.

Cost: $99 per year

5. Semrush

Semrush is one of the best “freemium” SEO software options, with a wide range of keyword research functions, site auditing features, content optimization tools and more. Like Google Keyword Planner, you can research keywords relevant to your service or product and even discover the keywords your competitors are ranking for. You can audit your site for on-page and technical SEO issues and receive an easy-to-follow report on how to fix them. Semrush also includes backlink analysis, listing management and local SEO tools, which are not available via Keyword Planner or Google Analytics.

Cost: free (limited); paid starts at $129.95 per month

6. SpyFu

SpyFu is a small-business-friendly competitive keyword research tool. Its complete SEO marketing suite includes a Pay Per Click ad analyser, robust historical data, competitive analysis tools, backlink outreach and even custom reporting. SpyFu is a close runner-up to Semrush, as it provides a range of helpful SEO features at an affordable price. However, Semrush is often the preferred option, given that it includes on-page, off-page, and technical SEO tools (the trifecta).

Cost: free (limited); $16 per month (annual plan)

7. AnswerThePublic

AnswerThePublic is not explicitly an SEO tool but rather a “search listening tool,” but it made the list because it is supremely helpful when it comes to small business content strategy. And content is one of the most important drivers of organic traffic. AnswerThePublic allows you to search for a primary keyword and discover a “web” of questions and/or topics to turn into blog posts or web pages.

For example, say you sell dog toys online; some topic ideas generated could include “Are dog toys machine washable?” or “Which toys are safe for dogs?” These might make interesting blog posts that appeal to the interests of your target audience.

Cost: Free

8. Screaming Frog

Screaming Frog is an industry-leading website crawling and log analysis tool. Its purpose is to imitate a Google web crawler, “crawl” your website and identify any issues hindering its organic performance. Such issues might include broken links (404 pages), missing page titles, oversized images, unused JavaScript and many others. Addressing these issues can help you speed up your website, make it more discoverable by real search engines, and increase your organic rankings, leading to more site traffic. Screaming Frog is best paired with a keyword research tool like Semrush to ensure a holistic SEO strategy.

Cost: free (limited); paid starts at $259 per year

So now what?

In small business marketing, the challenges are unique, often stemming from limited resources and personnel juggling multiple roles. SEO can feel intimidating, especially to small business owners facing limited technical and financial resources. However, the advantages of operating in a niche market with lower competition and cost-effective campaigns are undeniable. To harness these benefits, businesses can leverage powerful yet budget-friendly SEO tools. Elevate your small business’s online presence with these tools, turning challenges into opportunities for growth and visibility. So, dig in, get optimizing and start seeing the organic payoffs for your website.

By Jason Hennessey 

Entrepreneur Leadership Network® Contributor

Entrepreneur & CEO Jason Hennessey is an entrepreneur, internationally-recognized SEO expert, author, speaker, podcast host and business coach. Since 2001, Jason has been reverse-engineering the Google algorithm as a self-taught student and practitioner of SEO and search marketing.

Sourced from Entrepreneur

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From Nike to Cadbury, smart brand strategy is about emotion

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By Kate Eggleshaw 

We like to think of ourselves as rational creatures, but often our primary drivers turn out to be emotional. Here, Definition’s Kate Eggleshaw argues that smart brand strategy is emotive brand strategy.

Emotionally engaged customers are twice as valuable as those who are simply highly satisfied, and up to 95% of purchase decisions are emotionally driven.

It’s no surprise, then, that we’ve seen the fight to win customers’ hearts (and not just their minds) ramping up. From Nike to Coca-Cola, and Apple to Patagonia, you don’t have to look far to find big brands that thrive on emotional connection.

Despite its clear commercial benefits, attempting emotional connection is a strategy that should be approached with caution. Done well, it can be a powerful tool for strengthening customer relationships and engaging your teams, driving towards a ‘why’ that’s so much bigger than profit. Attempt it without credibility, though, and your efforts will fall flat.

A tale of two brands

Take Cadbury and Pepsi: two brands whose communications have attempted to drive emotional engagement with customers, with famously mixed results.

Cadbury’s drumming gorilla campaign was a masterclass in reigniting emotional connection. Following a salmonella scare, this campaign reminded customers of the sense of ‘joy’ and ‘nostalgia’ that had long been associated with the Cadbury brand, driving a 10% increase in sales despite the absence of product in the campaign. By skilfully, and subconsciously, redirecting customers to their previous positive associations, Cadbury was able to grow consumer confidence with credibility.

Contrast this with Pepsi’s infamous ‘Live for Now’ campaign. The brand attempted to carve out purpose and emotional connection by “projecting a global message of unity, peace and understanding” in a space where they had little understanding, no track record, and no credibility. It backfired in a dramatic way.

So, how do emotive brands drive commercial success as Cadbury did, and avoid that Pepsi mistake?

1. Start with the customer

As people who work with brands day after day, we can easily forget that the customers we’re targeting don’t care (or even think) about the brands we work with in the same way that we do. They care about themselves, their loved ones, and the goals that they want to reach. To really connect with them, you’ll need to gather insights that help you understand the emotions driving their decisions, and then appeal to these consistently.

Experts have identified ten high-impact emotional motivators that significantly affect customer behavior across all categories. They range from the way that people wish to be seen (“I want to stand out from the crowd”) to the way that they want to feel (“I want to feel a sense of thrill”).

Emotive brands build connection by putting the customer first. They identify the motivators that matter to their customers where their brand can play a credible role and then make sure that they help customers feel that way in, or about, themselves – time after time.

2. Have purpose, but make it relevant

Brand purpose is often seen as a tool for driving emotional connection with customers, and many brands now understand the importance of standing for something meaningful.

However, when brands mistake purpose for being about noble cause, rather than the ‘why’ at the heart of your organization, it can lead to action that lands as inauthentic, irrelevant, and arrogant (see Pepsi, or the more recent backlash against NatWest/Coutts and allegations of ‘corporate moralism’…).

Strong brand purpose is a direct and relevant extension of your products and services, and weaves consistently through your operations, as well as the customer and colleague experience you deliver. It also puts your customer first. Remember, it’s all about their emotional motivators, and how your product or service can meet them.

Nike’s brand purpose is a brilliant illustration. “To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete” is credible, relating directly to the brand’s products. It powerfully speaks to its audience’s emotional motivators and identity, and sets a clear direction for the customer and colleague experience that it delivers.

3. Keep your promises

Simple as it may sound, the key to delivering an emotionally connective brand is to do what you say you do. It might feel obvious, but when brands fail to deliver on the promises made in their communications, customers become disconnected and trust – that valuable foundation of deeper relationships – evaporates.

Your communications are just part of the mix. Whether it’s the decisions you make, the way you operate, the experience you deliver to customers and colleagues, or your products, absolutely everything that your organization says and does, internally and externally, must be aligned to your brand.

Emotional connection with customers can be a dauting, high-risk strategy, but it’s proven to deliver high rewards. Consistently deliver on a credible promise that speaks to the real emotional motivators of your audience and you’ll establish strong, long-lasting customer relationships that your competitors will struggle to break.

Feature Image Credit: Tengyart via Unsplash

By Kate Eggleshaw 

Sourced from The Drum

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5 Innovative PR Strategies to Boost Your Brand in 2024

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By Hannah Cranston 

Let this year be where your brand’s story becomes not just told but celebrated.

The onset of a new year brings a fresh perspective, encouraging leaders to evaluate and enhance how they communicate and connect with their audiences. Brands and their leaders are presented with the opportunity to redefine and strengthen their public relations (PR) and media approaches. The new year is a time for innovation and growth, and in the realm of PR, it’s about crafting strategies that resonate with your audience and set your brand apart.

Let’s explore five transformative strategies that can redefine how you approach PR this year, ensuring your brand remains at the forefront of innovation and engagement.

1. Be proactive, not reactive

The cornerstone of a robust PR strategy is proactivity. Anticipating trends, understanding your audience’s evolving needs, and preparing your narrative well in advance can position your brand as a leader rather than a follower. However, the magic lies in balancing this preparedness with the ability to pivot.

The PR landscape is dynamic, and success often hinges on your ability to swiftly adapt to unforeseen events and trends. Your PR strategy must continuously monitor the media landscape, understand emerging platforms and identify potential opportunities or threats. It’s about having a strategic plan in place while being ready to make quick, informed decisions when the unexpected occurs. This blend of foresight and flexibility enables a brand to stay relevant and engaging in our fast-paced world.

2. Storytelling over selling

Consumers seek more than just a product or service; they crave a connection, a story they can be part of. This shift necessitates a move from straightforward selling to compelling storytelling. Crafting narratives that encapsulate your brand’s ethos and resonate with your audience’s aspirations creates a deeper, more meaningful connection. These stories should be authentic, relatable, and, most importantly, reflective of your brand’s values.

Effective storytelling in PR is about weaving a narrative that informs, inspires and engages the audience. It’s about finding the unique elements of your brand’s story and telling them in a way that creates an emotional resonance with your audience, making your brand memorable and impactful.

3. A 360-degree approach

In today’s multifaceted media landscape, relying solely on digital media can limit your brand’s reach. A holistic approach encompassing podcasts, Instagram Lives, broadcast media, and more can significantly enhance your PR strategy. Each medium offers unique opportunities and access to different audience segments.

For instance, podcasts can provide a more intimate way to convey your story, while Instagram Live can foster real-time engagement. This diverse approach ensures a more comprehensive and impactful reach. A 360-degree approach also means integrating your PR strategy with other marketing efforts, ensuring a consistent brand message across all platforms. It’s about leveraging each medium’s strengths to create a cohesive and far-reaching brand narrative.

4. Think beyond the press release

While the traditional press release still has its place, today’s PR landscape calls for a more creative approach. It’s about breaking the mould and finding innovative ways to share your story. This could mean crafting immersive digital experiences, collaborating with influencers in unique ways, or leveraging emerging technologies to create engaging narratives.

The key is to think outside the box, offering your audience something fresh and unexpected, which in turn can generate more interest and coverage. It’s about creating content that not only informs but also entertains and engages your audience, making your brand stand out in a crowded media landscape.

5. The power of delegation

Hiring a dedicated PR team is a game-changer for any business looking to elevate its public image. The complexity and nuances of modern PR require specialized skills that only a dedicated team can provide. A PR team allows the brand to have experts solely focused on PR, ensuring that each campaign is well-crafted and aligns perfectly with the brand’s overall goals and image. This dedicated team becomes the brand’s storytellers and reputation guardians, adept at navigating the ever-changing media landscape and adeptly crafting the brand’s presence in the public eye.

Let this new year be the moment you ignite a transformative journey in your PR endeavors. Envision your brand not just as a participant in the market but as a trailblazer, setting new standards in how stories are told and connections are made. Let the passion for your brand fuel innovative strategies, and allow the expertise of a dedicated PR team to amplify your voice.

By Hannah Cranston 

Entrepreneur Leadership Network® Contributor

Hannah Cranston is CEO of HCM, a PR & communications agency that helps changemakers share their story with the world. HCM’s clients have run for President, developed a TV series, created a YouTube channel with millions of followers, interviewed the top business leaders in the world, and gone viral!

Sourced from Entrepreneur

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