Category Archives: Technology

Link Building Best Practices for 2018

Everything You Need to Know About Link Building in 2018

Though mobile might be king, people still rely heavily on search engines. Whether they type out their search, or they ask their voice assistant, people search for things all the time. Perhaps they want an answer to a question, check what times a place is open, or simply search for a service or company that they need at the moment. Google will give them results, and chances are they will be happy enough with the first, second, or third result.

J.R. Atkins helps with link building

If you are not in these top three, or worse, not on the first page at all, then you might as well not exist in the eyes of Google. The ranking is not entirely out of your control, either. You can take several meaningful steps to rank better in the eyes of Google, allowing you to gain more traffic from the search engine. One such step you will need to take is link building.

1.    What is Link Building?

Link building refers to guest posting. It means you either write content for another site or have an agency write that content for you. These articles, videos, and even infographics need to be unique, engaging and optimized for SEO. The more diverse your backlink profile, the stronger it will be. The only characteristic you need to look out for is the trust factor. Sites that have been blacklisted for using spam techniques by Google are not a good fit. Small bloggers to big-time news agencies, however, are.

2.    What is SEO?

SEO, or search engine optimization, refers to the steps you can take both on your own site and off-site (with link building) that will work towards improving your site’s ranking on search engines like Google.

J.R. Atkins helps with SEO

3.    How Do You Stay on Top of SEO?

With new updates to the algorithm every other week practically, it is important that you invest in ongoing SEO services. If you don’t, your good ranking can fall behind because of some change to the algorithm that you haven’t kept up with.

4.    What is the Difference Between White Hat and Black Hat?

The reason why your ranking will fluctuate is that Google changes what it looks for to help its rankings. Before, it used to be the number of backlinks. Now it is the quality. Google will also look at factors like site speed and security as well, so it is important to stay within their guidelines and be the shining example of the perfect site.

J.R. Atkins offers white hat SEO

5.    How Do You Link Build?

Link building, before you get too excited, is actually quite difficult. It is time-consuming and will require the use of several expensive applications in order to manage. If you do not have the resources to take this on, then it is much better to rely on professional link building services. That way you can benefit from experience and ongoing monitoring to ensure that your link building efforts stay within Google’s guidelines.

Link building will never go away, but it has become more difficult as time goes by. Quality articles, quality publishers, and an emphasis on manual outreach are all goals to live by. If you don’t have the tools or resources to do this yourself, hiring an agency to do them for you is your best bet.


Take the Lead with Latest Web Design Trends

Take the Lead with These Latest Web Design Trends

In today’s increasingly internet oriented market, a company’s website is one of their greatest assets. As such, it is well worth the effort and expense to get your web design up to scratch in order to see your sales and conversion rate climbing. The folks at DesignAdvisor have created an enlightening infographic which outlines 15 of the latest web design trends in 2018.

If you’re not entirely convinced of the major importance of web design, let’s take a look at some of the numbers. Statistics show that 75% of users make a judgment (either positive or negative) about a company’s credibility based on the appearance of their website and 94% of users will simply bounce away from a website if they don’t find the design attractive or inviting enough.

This infographic will help you pinpoint some areas which may need beefing up on your website. For example: How easy is it to navigate your webpage? Is your layout eye-catching? Are you providing engaging content? What is your website’s loading speed? Surveys have revealed that most users expect a page to load within two seconds, and even a one-second increase can cause a drop in sales of up to 27%.

You might be hesitant to invest vast amounts of time and money into your website, especially in the initial stages of your business’s development. However, according to research, for every $1 invested in improving user experience, you can expect up to a $100 in returns. It just might end up being the best investment you make.

The abundance of interesting facts complimented by colorful illustrations sprinkled throughout the infographic makes it easy to follow. Another prominent feature is the case study cameos which speak for themselves by highlighting how various well-known businesses benefited by improving specific aspects of their websites. See what insight you can gain from it and take the lead with some of these latest web design trends.

URL:https://designadvisor.net/blog/web-design-trends/

Best wishes, Josh Wardini.

 



4 Habits of Online Shoppers All Businesses Should Know

Think about how easy life would be if you could understand and accurately predict the exact thought process of your customer base. E-commerce, in its most basic guise, is a system of supply and demand. Understand this demand, and you’re perfectly positioned to give your customers what they want.

J.R. Atkins teaches about e commerceSadly, it’s impossible to do this. After all, we aren’t mind readers! But don’t fret – while knowing exactly what people are thinking isn’t plausible, there are ways to monitor trends. With the help of online e-commerce platforms, you can work out where potential profits are won and lost. Today, let’s take a look at four habits of online shoppers and learn how to exploit them to boost funds.

  1. Smartphone purchase

With the world constantly evolving, mobile platforms are becoming an increasingly important aspect of any user journey. Shockingly though, this is where most e-commerce businesses are losing ground.

A recent study from Invespcro would highlight this, with their results showing consumer satisfaction was at its lowest when it came to the ability to purchase through a smartphone. Wise online store owners would do well to optimize this aspect of their business, in order to boost user retention and provide a fluid, smooth journey.

  1. Social shopping

Social shopping plays a huge part in the way items are advertised in the 21st century. If you’re selling a product which the customer can tangibly hold in their hand (rather than a service), promoting it on a social media account will help garner attention.

Marketing Land provides a detailed guide on how to get the most out of Pinterest in this regard. This is a platform which is particularly suited to showing off your stock. Dedicate real care and attention towards making listings look as good as possible.

  1. One-click payment

Along the same lines as mobile optimization, consumers are looking for the easiest possible experience when it comes to the checkout process. This is epitomized by the one-click-and-done method which industry leaders like Amazon and eBay have introduced.

In order to implement this, you’ll need to create a system which allows users to have a dedicated account set up on your site. This won’t be too hard and can be achieved with the use of aforementioned platforms dedicated to managing your store.

  1. Brand ambassadors

People are more likely to trust a face than a name they don’t recognize If you’re a smaller enterprise, it’s worth keeping this in mind. While a name itself is enough to appeal when it comes to larger companies, you may need to think outside of the box if you’re a start-up.

Having a friendly, relatable human face at the forefront of your brand is a great way of doing this. Consumers find it easier to trust that which they can see. If they feel a “real person” is on the other end, they’re more likely to hand over their cash.

Have these online habits given you food for thought? Be sure to keep them in mind when running your business. They should make a huge difference.

Guest Blog by Kristine Collins


Useful Money-Saving Tips for Startups

Useful Money-Saving Tips Suitable for Startup Mode

Getting a business off the ground is an important first step once the planning and fund-raising aspects have been completed. Once you know how much cash is in the bank for business expenses ahead of future sales or another funding round, it’s time to economize to make the funds last. This can be the difference between having to take on debt or give up another 10 percent of the company due to spending too ambitiously in the early weeks and months. Here are some ways that a startup can save money.

Edit Images Using Free Software Apps

You don’t always need an expensive Photoshop software package to edit photos ready for publication on your company’s website. There are plenty of mobile apps on iOS and Android that let mobile users adjust photos to remove red-eye, deal with blurring, handle overexposure, and other teething issues with hastily-taken shots.

Whether you wish to use a free online editor like Pixlr.com or an app where you can process existing photos on the Android OS, it’s easy to do. There are also plenty of iOS apps that offer filtering features to adjust how photos look or to edit them outright. The editing tends to work better on a larger canvas, so an iPad is perhaps a better choice than an iPhone for detailed mobile photo editing. Click Here to learn which apps would be suitable depending on your mobile platform of choice.

Remote vs Office vs Outsourced Staff

When in startup mode, conserving available funds is important to give your business more time between funding rounds and giving away part of the ownership into the bargain. One cost-saving measure is to consider the benefits of using freelancer’s vs remote workers. Freelancers are available per task, if necessary, rather than hired as full-time employees. Remote workers don’t require an office to come to five days a week which can be beneficial too.

Office staff work well and have reasonable productivity levels, but it does force a move to the initial office space earlier than some might prefer. This isn’t always a bad thing, but it must be factored into the financial calculations. For this reason, it’s a good idea to weigh up all staffing options carefully first.

Consider Previously Used, Not New

Most startups want to dazzle visitors with everything being new and fancy. This is an expensive proposition for a company that hasn’t turned a profit yet. Whether looking at office chairs or work desks, cabinets or drawers, there are certainly places where companies can economize on what they need to get the office looking ready.

When you consider how many companies start and later fail, there are plenty of places that receive almost new office furniture and other items at knockdown prices when the failed businesses had their liquidation sale. Avoid overspending in places where potential clients won’t care and respond to anyone questioning the cost-saving move to provide competitive pricing against the competition.

One of the biggest mistakes of new businesses is spending too much in the early days. It can be a mistake if sales fail to materialize as quickly as the financial projections indicated and this will cause hardship as a result. By moderating the cash burn rate, startups can avoid encountering problems later.


Is New Media Good or Bad for your Family

IS MASS MEDIA AND THE INTERNET HELPING OR HURTING YOU?

Since the internet, and particularly smartphones, became household commodities, mass media’s impact on people and societies has increased exponentially.

As you might expect, there is a swinging pendulum of public opinion which often shifts from decrying the ills of this trend to extolling the many virtues of on demand technology.

Whether you tend toward the former or latter opinion, it’s obvious that mass media and social media are having profound effects upon individuals and society as a whole. Many people are concerned about the implications of these effects, and find themselves asking questions like:

  • How is media affecting me?
  • How is mass media impacting the next generation?
  • How do video games change us?
  • How does on-demand media impact health?
  • Is mass media truly important?
  • How do we use mass media and social media well?
  • Is mass media a good thing?

Something Different Companies phone usage Answering these questions can help you to be smart about how you interact with the constant barrage of media being directed at you and your family.

So let’s think through the implications of mass media together so that we can come to informed conclusions.

HOW DOES MASS MEDIA AFFECT YOU?

Many are wondering mass media, and social media, in particular, is a good thing or bad thing. Of course, for every type of media, there are a host mixed opinions, some based on research, some not. Neil Postman was asking these same types of questions over the mass adoption of the television.

A positive use of technology and mass media enables people to become informed, collaborate in innovative ways, or stay in touch with friends and family. Yet, these same connections can be used for dangerous cybercrime.

Social media can help people to feel connected and happy, to connect with old friends and make new ones. However, that same social media can lead to depression or anxiety, when life doesn’t meet the expectations created by perfectly edited profiles.

The internet may be a source of motivational messages, videos, or blog posts that improve your life and increase productivity or healthy living. However, it’s just as possible that these very messages can prevent you from getting out there and living.

These are just a few examples of the vastly different ways media can impact our daily lives.

Because mass media affects each person differently, you need to look at your own life to make informed decisions.

Where do you fall on the pendulum? How does your use of social media affect your mood, productivity, and sense of well being? If you tend more toward the negative impacts – depression, anxiety, inactivity – it may be time to limit your media consumption.

WHAT IS THE IMPACT OF MASS MEDIA ON CHILDREN?

Television is the best researched area of mass media effect on children. It has the how is media affecting childrenpotential to help and to harm, as is true with most media types.

Many negative effects have been recorded, and kids often spend more time watching television than on any other activity. However, if the television time includes educational programming and parent supervision, the power can be harnessed to help with learning and have positive effects.

With this in mind, parents must think critically about how their children are consuming television. Are they largely involved in what and how often their children are watching, or is it more of a hands-off experience?

This is perhaps even more important to think through now that most “television” consumption consists of Netflix, Hulu, and other streaming platforms.

Making the decision to be diligent about these decisions now will improve children’s interactions with television, and prepare them to interact well with other types of media as they mature.

WHAT IS THE IMPACT OF MEDIA ON TEENS?

Media often is described as harmful to teens, and while this is certainly true in some circumstances, it can be best understood as having mixed effects.

The key is to be aware of how mass media and social networking affect the brain so that you can make intentional decisions about how to use it.

Some positive effects include:
  • Motor skills are improved by typing, clicking, playing games, and other tech-related finger skills.
  • Hand-eye coordination or even quick thinking can be helped. (Future drone pilots)
  • Access to mass news media can improve reading skills.
  • Social network activity is theorized to improve writing and socializing skills.

Additionally, the content of media stories or social media posts can be useful and meaningful to teens. With platforms like YouTube and Instagram, they have access to people’s stories they might never have heard otherwise. In this way, teens may learn that many others are experiencing similar struggles to their own, giving courage and confidence.

However, there are significant negative effects as well.

Negative effects include:
  • Depression or anxiety over body image
  • Normalizing violence
  • Unfettered access to pornography
  • Increased risk of obesity from inactivity
  • Decreased attention to schoolwork

Knowing about these potential risks of social and mass media consumption is important for both teens and their parents. In this respect, knowledge really is power, as it will enable both parties to be strategic about the role of media in their lives.

Read more about media communication master’s in communication options.

WHAT ABOUT VIDEO GAMES?

Video games are a frequent concern, particularly as technology continues to advance affects of video games on youthand gaming becomes more and more realistic. Research shows some mixed effects from video game use.

Though the problem solving and dexterity skills employed can lead to higher intelligence or better motor skills, the violent or other disturbing content in games is of high risk to well being. It’s established that seeing violence can desensitize one to its effects.

As with other types of media mentioned, it’s critical that parents exercise caution about what types of games their children play and how often they do so.

DOES MASS MEDIA DAMAGE HEALTH?

The proliferation of mass media and electronic devices has had profound effects on Health Appshealth. There are numerous physical problems which may arise from this consumption, particularly if left unchecked.

The effects of smartphones often first show up as eye strain and neck pain, the inevitable result of constant screen-time and often slumped positions while using these devices. Obesity is a risk if much time is spent in sedentary activity.

Some research shows links between mass media consumption and anxiety and depression. There can be a change in happiness, social skills, and peace of mind that is attributed to media and the internet.

It is most important to monitor your happiness and health and correlate them with your own practices so you can make informed decisions for your or your family’s well being.

HOW CAN YOU PROTECT YOURSELF AND YOUR FAMILY?

There are many recommendations for being wise with media consumption.

Parents must be familiar with current sites and channels, and the types of content that their children come into contact with. Ask questions and browse with your child. Set clear and appropriate ground rules for young ages, which then build a strong foundation for future responsible use.

Make sure to discuss the difference between fantasy and reality with your children. If exposed to gratuitous violence and sexuality, children and teens should know these are fantasy, and not the norm or real life. The dangers of violent and risky behavior should be a topic of conversation.

For almost any age from 1- 99, limiting media to a few hours per day is reasonable and enforceable. Discuss education, values, and the intrusion of media regularly with your family.

Conclusion

There is no definitive answer to whether mass media is “good” or “bad”. Research has shown that it can have both positive and negative effects, and often these effects are dependent on how the media is being used and consumed.

The solution isn’t to totally cut yourself off from all mass media or to wholeheartedly embrace every facet of it. Rather, it must be carefully analyzed and evaluated. If you’re a parent, you need to help your children understand both the positives and negatives of things like video games, social media, and streaming television.

Unless you plan on moving to an isolated island with no internet connection, this issue isn’t going away. The best approach is to tackle it head-on, rather than hoping things just work themselves out.

Many people are choosing to engage with mass communication head-on with master’s degrees in mass communications. It’s with this progress we are able to understand the effects of mass media and other emerging social channels have on society currently and in the foreseeable future.

 

Anna Kucirkova Guest Blogger: “Anna Kucirkova speaks 3 languages has a passion for kids and writing. While she has been to many places in Europe and SE Asia she still wants to explore the rest of the world.”

 


Over 75 Facts about Cyber Crime

INFOGRAPHIC: 77 FACTS ABOUT CYBER CRIMES IN 2018

cyber securityThanks to “Best VPNs.co.uk” for allowing me to share their infographic.


2018 Retail Trends You Will Likely See

Retail Trends Likely to Dominate the Scene in 2018

Trends and predictions are part and parcel with the start of a new calendar year. One area in which trends are analyzed at the beginning of the year involves the retail market segment. There are a number of retail trends that are likely to dominate the scene in 2018.

Grocery eCommerce will Blast Off

A major 2018 retail trend will center 2018 Retail trends on grocery eCommerce. A primary reason a focus in 2018 will be on grocery eCommerce is associated with Amazon’s acquisition of Whole Foods and Walmart’s decision to up its game when it comes to online grocery marketing.

Prior to the latter part of 2017, U.S. citizens lagged behind their international counterparts when it came to grocery eCommerce. All of that is expected to change in 2018 due to a significant uptick in the number of U.S. consumers who will embrace grocery eCommerce.

“Traditional” Retailers and the Realization that They Must Change

Forbes, the widely read business J.R. Atkins on retail trendsmagazine, traditionally makes predictions pertaining to retail trends at the start of a new year. In 2018, the magazine focused on one major trend to pay attention to in the retail market segment in 2018. Specifically, the “big trend” to watch for in 2018 is that a multitude of retailers, from different market segments, will finally concede that they must embrace change.

Embracing change does primarily involve so-called traditional retailers, including those stores that have been in business for more extended periods of time. These enterprises have long held firm to the principle that retailers determine what a customer should desire to purchase. These enterprises also believed that retailers held the keys as to how customers shop.

In reality, that has not been the case for quite some time. In fact, in the digital age, customers truly to define the shopping experience on all levels. 2018 is marked to be the year in which retailers reluctant to accept this reality will finally do so.

With a notable number of traditional retailers closing their doors forever, many others muttered the mantra that 2017 was a year to survive. Those that made it into 2018 are expected to be seen realizing that they must change and embracing that process.

Integration of Crypto Currencies

2017 say the cryptocurrency world 2018 Retail Trendsgarner attention from the media and large swaths of the public. By the last quarter of 2017, a growing number of retailers were also starting to take notice of cryptocurrency.

Thus far, cryptocurrency, including Bitcoin, has been regarded as an asset class rather than a type of currency or form of payment. A trend among some retailers in 2018 will the integration of cryptocurrency into their sales systems. As part of this effort, some retailers will take the step of holding onto whatever cryptocurrency or currencies they elect to accept from consumers. This will eliminate the fees associated with conversion to U.S. dollars following a cryptocurrency purchase.

Tech-enhanced Store Staff and Elimination of Checkout Counters

Another significant trend to keep a 2018 tech retail trendslookout for in 2018 is the further tech enhancement of store associates. Accompanying this trend will be an increasing elimination of checkout counters in stores.

The one benefit that brick and mortar stores have over online retailers is face-to-face human interaction. Increasing the tech availabilities of retail staff, and eliminating the checkout counter, is thought to be a sure way to enhance the overall human interaction between patrons and staff at retailers in the brick and mortar world.

The Rise of the Robot

2018 will not be the year in which 2018 Retail trendsrobots start to populate retailers floor space in the brick and mortar world in large numbers. There actually will be an uptick in the visibility of robots and automation in brick and mortar stores, but the real trend in robotics will be behind the scenes in retail fulfillment centers.

Major online retailers, with Amazon leading the way, will incorporate robots into the work of more of their fulfillment centers in 2018. In 2017, Amazon had robots in action in about 20 percent of their fulfillment centers. That number will increase, and noticeably so, in 2018. Similarly, other retailers will utilize robots more broadly in their fulfillment operations during 2018.

Guest Blogger: Jessica Kane is a professional blogger who writes for Faxage a leading company that provides Internet fax service for individuals and businesses.

 


5 Social Trends We’re Expecting to be Huge In 2018

Technology as a field implores innovation; it is perhaps the fastest moving industry in the world. Social media, technology’s wild child, is no exception to this.

Social media is inherently unpredictable. Companies can push new features or channels all they want, but they won’t always see the results to back their efforts up. Whether it’s content, audience, or channel mismatch, social media success can be elusive.

Part of making the most of social media is knowing what’s hot, and what’s not. Here are five essential social trends you need to make note of for 2018.

J.R. Atkins social media

Live Videos

J.R. Atkins uses Facebook live2017 was the year live streaming entered our collective consciousness. Which was almost entirely down to Facebook, Instagram & Snapchat: they presented live stream videos in the most accessible, hard-to-ignore packages possible. Live videos suddenly became a great way to add more context to personal and brand stories.

When browsing Instagram, a live stream pops up as a notification almost as if they were streaming just for you. An ingenious way to present the feature; long gone are the archaic days of Meerkat.

And it appears live video’s popularity will only continue to rise in 2018. Look at these stats for some evidence:  82% of online users have stated they prefer to consume video content rather than written, and 88% users are more likely to stay when a page proposes prominent video content.

Use live videos as part of your social strategy to spice things up at an event or awards show, or use them as small instructional features you use to pass on knowledge.

Algorithms Getting Harder To Beat

In some ways, it’s getting harder and harder to engage a genuine social media audience.

For starters, Facebook has made some plans. Huge plans. Massive plans. They have, for the first time in their history, made a decision that didn’t have the overarching premise of increased engagement. They want ‘meaningful’ usage, which apparently isn’t videos of people falling over with garishly blatant text narration. Who would have thought?

J.R. Atkins in AlgorithmsMark Zuckerberg has stated they’re going to ‘tune out’ publishers and brands, focusing more so on the updates of your friends and family. Part of that change has been the realization that passively scrolling through a page full of articles and videos, although addictive, is not good for our collective wellbeing. Read here for more ideas on how to deal with the changing Facebook.

As said, social trends are unpredictable. 2017 alluded towards branded video content becoming increasingly omnipresent, one announcement from Facebook later — that may have been flipped on its head.

It’s a good time to invest in paid advertising on Facebook as the organic game gets tougher and tougher, but make sure you put time and effort into crafting good ads that will gain genuine traction with your audience.

Gamification

Gamification has been on a steady rise for years. Historically, it has been a tad gimmicky. Moving forward, it will probably mature into something more compelling and useful for social media marketers.

Gamification affects salesGamification improves brand loyalty. We’ve seen this with Snapchat; their streak feature is thought to have been one of the key reasons for their somewhat short-lived dominance. Gartner has stated that gamification inspires users to “higher levels of engagement” as humans are “hardwired to enjoy games”. Considering this, we believe its usage will only grow as people seek new ways to engage their target audience(s).

For us, the highlight of gamification in 2017 was when Mind, an app enabling one to connect with a higher sense of mindfulness, gave users achievements for day streaks. It’s a great testament to how even the realms of Zen Buddhism can be harnessed for gamification features!

Think about how you can bring gamification to your social media strategy in 2018. Maybe start with something easy like a competition to get things going?

WeChat & Messenger Takeover

Did you know that the most sold beer in the world is Snow? We doubt most have even heard of that golden nectar. It’s only sold in China but dominates the market there. Similarly, WeChat is one of the biggest social phenomena in the world, and we doubt you’ve ever heard of it. But that’s probably going to change.

Something Different Companies uses Messenger WeChat is used by 95% of the 16+ population in China. The app is an amalgamation of Whatsapp, Uber, Slack, and Monzo. It’s popularity has demanded total control of the Chinese market.

Whilst it’s not definite that WeChat will resonate with our market, it comes as no Pay that Facebook are attempting to imitate the model. They’re slowly integrating Facebook pay more and more. Considering their Whatsapp purchase, it appears that Facebook are also trying to dominate the messaging world. Is Uber next?

Value, Not Selling

J.R. Atkins offers valueLast, but most certainly not least: value.

Invasively targeted ads appearing on all social mediums – Instagram, Facebook, and Twitter  — are having a dulling effect on the consumer. They’ve brought about a renewed questioning of the real value of social media.

Privacy is also at the forefront of social dialogue: all companies that have access to private information have to be totally transparent with their intentions. This will be a key feature of marketing across the board in 2018.

We believe many will look for apps and websites that put the user’s desires first, rather than their own financial incentive of selling information. It’s all about giving people real value and compensation for their time, so make sure that you’re not engaging in any clickbait or low value activities.

Considering the potential changes with Facebook, and the emphasis on privacy; we do believe the consumer will have more power in 2018. It’s an exciting time for brands who are willing to go the extra mile and engage with their audience in a way that’s real and genuine.

Guest Blogger:

Brand Marketing Consultant and Freelance Writer.Victoria Greene is a freelance blogger and branding expert. On her blog, Victoriaecommerce she shares tips on building awesome brands that people feel compelled to follow


How Tech Is Reshaping PR

How Technology Is Reshaping the PR Industry

Over the past decade, technology completely transformed the marketing and advertising industry, but it’s rarely discussed how it changed the PR industry. Back in the day, at the dawn of the internet, issuing press releases used to be the most common method of keeping your key publics, as well as the general public, informed about some important activities of your company, increasing exposure, and expanding your reach. Nowadays, there are more personal and direct ways to contact your target audience and let them know that you’re about to launch a new product or service, enhance your brand recognition, or improve your company image.

PR is key for Brand Marketing

Social media

There’s no doubt that social media platforms have changed the face of communication. If we bear in mind that Facebook has 2,01 billion monthly active users, or that Twitter boasts 328 million people who share their thoughts and ideas within its 140-character limit, it’s clear that together with Instagram and LinkedIn, these social networks enable companies to break the fourth wall and enter their audiences’ lives on a more profound level. Successful companies combine their PR, development of a visual brand and social media efforts in order to create an effective two-way communication channel with their target audiences.

Apart from using social media networks to announce new products and all kinds of events, you can also take advantage of your audience’s comments, suggestions, and frequently asked questions to create relatable content, and even improve your products’ functionalities thus meeting your audience’s needs.

Of course, the development of digital media doesn’t mean that you should stop paying attention to traditional marketing channels. There are certain demographics that can be reached almost exclusively through traditional media. That’s why it’s essential to employ a comprehensive media and PR strategy that will extend your reach, as well as, access all your potential customers.

Automation

As of late, marketing and sales can’t be imagined without the use of AI. According to The Economist Intelligence Unit, 75% of surveyed executives said that they would actively implement AI in their companies within the following three years. All kinds of automation tools make things much easier and improve customer experience. Chatbots are among them, and now many websites feature these little gadgets that help their customers solve some common issues or even pick a product they need. Since PR and customer service are closely related in the sense that bad customer service results in negative PR, while great customer service can do wonders for PR, it goes without saying that if you want to make your customers happy thus creating an impeccable reputation, you need to provide them with the latest technology tools. Luckily, modern chatbots can perfectly impersonate human interaction, which means that you can engage your customers in a friendly, personal chat and start building trust.

Analytics

One of the most frequent questions regarding PR is how to calculate its ROI. This is one of the biggest shortcomings of the traditional PR since it’s extremely difficult to identify which PR tactics are effective and which should be improved. Fortunately, there are tools that can help you establish whether a tactic manages to drive engagement and to what extent. Also, it’s worth mentioning that many marketers use Google Analytics in a superficial manner, that is only to keep track of monthly visitor count, and they fail to use its other, more complex features to the fullest. Google Analytics segments can make a big difference in the way you analyze the data you’ve collected and provide you with more detailed insight into various metrics.

Influencers

This is one of the most popular buzzwords of the moment, as almost all companies, both small startups, and the industry giants, believe that employing influencers is critical for their image and reputation. Influencer marketing is similar to celebrity endorsements, and the main difference between these two strategies lies in the fact that celebrities lend their names and a portion of their fame to brands, but this doesn’t imply that they have to be experts when it comes to the products they’re endorsing.

On the other hand, influencers try out, test, and research the products they recommend, and their followers are convinced that their expertise in a particular niche guarantees that the product they are promoting is of the best quality. A stunning 94% of marketers that participated in a recent research study said that they believed in the effectiveness of influencer marketing. This strategy is, undoubtedly, capable of being extremely beneficial for PR, and despite some controversies, it has been gaining momentum ever since its appearance.

Content

Content obviously rules. It’s indispensable in both marketing and PR, and creating a brand story is crucial for attracting your prospects and capturing their attention, as well as for improving your brand image. When we’re talking about content, it’s important to stress that it refers to any element of your interaction with your customers, and it includes blogging, advertisements, social media posts, press releases, white papers, emails, websites, and landing pages. Even details, such as email signatures, play an important role in creating a positive image and reputation.

Producing quality content should be your first and foremost concern, not only because you want to educate and entertain your customers, but also as it’s a powerful weapon against negative brand advocates. You can count on the fact that you’ll have your fair share of PR and marketing rough patches, such as people sharing some negative experiences with your brand on social media, and that’s where awesome content will come to your rescue and save the day.

Sometimes negative customer experiences can’t be prevented, and if you think that ignoring bad comments and angry customers is an excellent PR strategy, you’re wrong. It’s important to handle such incidents in a professional manner and turn these potential PR disasters into triumphs, and that’s why a great narrative, paired with impressive communication skills, is a must.

Technology is of paramount importance to the PR industry, and it can be a game-changer in building and maintaining a positive public image.

 

Guest Blogger at something Different CompaniesGuest Blogger: Nate Vickrey is a marketing consultant and an online author. He is mostly engaged in providing his expertise to startups and SMBs. He is also the executive editor at Bizzmark Blog and an author on TheNextWeb.


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