A recent article on Time.com highlighted the impact that smartphones and social media are having on museums.
The article discussed how the de Young Museum in San Francisco has had to implement “photo-free” hours to curb the crowding caused by hordes of selfie-taking art enthusiasts. In fact, in an effort to deal with this new reality, the museum has created a specific selfie-taking area in their foyer for visitors to get their fix.
The article went on to note a startup that is working on an augmented reality app to help museums capture the attention of this new type of customer – a customer that experiences almost everything through or in conjunction with their smartphones.
The fact is that this type of customer is becoming the new norm across all industries and service areas. So, the question is, have you considered how to best communicate with and appeal to smartphone-dependent consumers?
Smartphone-ing Your Business
Here are a few of the ways that we suggest you make your business smartphone friendly.
The first and probably most important thing to do is to make sure that your website is up-to-date and mobile friendly. This means that factors like font size, image resolution, your WordPress plugins, and even location of links are easily adaptable to a smartphone.
Beyond appearance, it should also include numerous, intuitive calls-to-action to encourage your website’s visitors to take the next step through the sales funnel. Those calls-to-action must be easily scannable, since your site visitor is probably scrolling through on a touchscreen.
Luckily, social media platforms are highly mobile-friendly and filled with your potential customers. By properly utilizing the tools provided by social channels, you can keep in contact with your customers via their smartphones, fostering long-lasting relationships.
Depending on your business and industry, the platforms you should choose can vary. In a couple of our recent blog posts we discussed how you can effectively take advantage of LinkedIn and Facebook to meet your business goals, but don’t discount the capabilities of Instagram, Twitter, and even Pinterest. Each has its own strengths and can be used to effectively grow a customer base.
Adapt According to Your Industry
Whether you own a chain of retail tire stores or a financial advisory firm, the fact of the matter is that a fast-growing majority of your customers will not only want to, but will demand to interact with your business on their smartphone. However, the degree and character of that demand can vary based on your industry.
Similar to your choice of social platform, you must strategically decide how to best ensure that your business is mobile friendly. Whether that means setting up selfie stations in the foyer of your business or choosing to stick with a simple and consistent LinkedIn presence, your buy-in to mobile is necessary.
We can help make sure that your business is prepared to face the future of the smartphone. Contact us today and let’s discuss how you can get started.
In our latest blog, we discussed the importance (and benefits) of spring cleaning your company’s social media accounts. Now that you have that taken care of, you should turn your focus to your personal profiles – especially if these are linked to your business pages.
It can be easy to neglect your profiles, but given that they represent your personal brand, you want to make sure that your information is up-to-date and, depending on the social networking site, professional. It’s also a good time to check out the newest features on each platform and consider if they are useful to you.
Check out our tips below to get started.
Take a scroll through your past Facebook profile pictures. If you see a progression of photos from your pre-teen years all the way to present day, you may want to do something about it. While these can be funny reminders of the past, they may no longer be appropriate or convey who you are today. The same may be true of past photos or videos you’ve shared (or been tagged in).
If you don’t want to delete these photos from your profile, you can go into your privacy settings and hide certain individuals – co-workers, friends of friends, etc. from being able to see them. Keep in mind that your current profile picture can be seen by everyone, including those who you are not friends with on Facebook (this is true on all social channels).
For social media channels that only allow one profile photo, choose a high-quality image that you’re comfortable with your followers viewing and potentially commenting on. On different platforms, you may have a different type of audience, so consider that before making a selection.
While we don’t advise that you share every last detail about yourself on social media, identifying your educational background, current city, and a few other personal details can increase your networking opportunities on channels such as Facebook and LinkedIn. On platforms with shorter character counts for profile sections (like Twitter and Instagram), try to insert some personality into your description. Remember, you may not often read your own profile information, but other people likely read it on a regular basis.
When it comes to LinkedIn specifically, we recommend updating your profile more frequently, especially the sections regarding experience, education, and accomplishments – you never know when someone is looking for an individual with your skillset.
This is also a good time to review who you’re following on your profiles – people, groups, and pages. Quickly evaluate who you’re following and add/delete people as you see fit. This will help curate what you see in your feeds on a daily basis – and maybe you’ve recently made some new connections in real life that you need to carry over to the digital world.
Liking and following groups and pages is a good way to share your interests, while being kept in the loop about your favorite organizations. But, you may have followed groups/pages in the past that are no longer relevant to your interests. Go through any groups/pages you’re following and consider if they are still worth your time.
Once you’ve sharpened up the basics of your social profiles, take a look at your past content – is there anything that is no longer on-brand? Now is the perfect time to delete anything offensive or, again, unfollow pages that no longer align with your interests and values.
Keep in mind that as you add more friends or create a larger following, more people will be able to see your content. While a personal profile should speak to who you are as an individual, you should be smart about what you’re posting.
Social networks are always adding new features, including new privacy options. During your clean-up, give your privacy settings a thorough check. Rather than letting everyone on the social networking site see your information, you may want to give access strictly to friends or “friends of friends.”
Millions of individuals use social networking channels, but the key to protecting your personal brand lies in investing the time necessary to maintain quality profiles on each of those channels. Share the best version of yourself with regularly updated information and content that reflects your interests and values, and take the time to evaluate and use new features and functions that will help you more successfully use the platform and protect your brand.
Heading into my last semester of college, I knew I wanted to start thinking about my professional career as I prepared for my transition to the “real world” after graduation. After applying to various internships for the spring semester in December and January, I was immediately enticed by Graham Media Partners. A start up PR and marketing firm where I would get to attend client meetings and work on my own accounts? Sign me up.
From my very first day working at GMP, Steve and Lisa welcomed me with open arms and were eager for me to interact face to face with clients, produce my own content and come up with my own ideas. The amount of freedom I had was initially daunting… I didn’t know much about the industries for some of the clients I would be working with, yet I was responsible for creating content to post on their blogs and social media pages.
Looking back, I’m so grateful for the opportunity Steve and Lisa gave me to develop my skills as a writer, creative thinker and public relations and marketing professional. At the start of this internship, I never would have thought that I would have been able to tell you the difference between a loan officer or a mortgage broker, or the different ways to make your business stand out at an HR showcase. Interning at GMP gave me the opportunity to interact with a wide variety of clients, and develop an understanding of how to effectively interact with each and every client. While some things are similar for each client (creating content calendars, researching competitors and writing blogs), other things are vastly different. Different clients have different needs and whether it be continuing to tweak a blog post so it’s just right or spending some extra time working on messaging and positioning statements to ensure they accurately describe the client, every day brought something new and different.
Working in a start up environment was also eye opening. I have the utmost respect for how hard Lisa and Steve work. It was exciting to come to work every day just to watch Lisa and see what she was working on that day. Her organization, diligence, and persistence make her a great person to work with- and for. Steve, fearless in his ability to promote and share the mission of GMP, showed me the importance of confidence in meetings. Watching Steve interact with clients during meetings taught me how being relatable to your client, while also being confident in your ability to deliver the results clients need, is of the utmost importance.
I’ve also had fun too! Lisa and Steve both took the time to get to know me as a person, and through many lunches, we discussed gluten free foods, trips to Hawaii and baby names. The environment at GMP is set up to be a collaborative and inclusive one. Lisa always welcomed any idea that I had, and was eager for me to speak up and contribute in client meetings. It was a positive experience to come to work each day, and Lisa and Steve were extremely flexible with my college schedule.
When I first started this internship, I didn’t know what it would be like to interact with clients, or how important social media could be to the success of a client. Now, I feel like I understand just how powerful social media outlets can be and how to effectively launch media campaigns and other marketing campaigns. Thank you GMP for an amazing internship experience!
Sarah has been interning with us since January.
There are 2 kinds of people in today’s digital age- those who open all of their emails and those who don’t. But, when nearly 200 billion emails are sent out every day worldwide, and 84% of these emails are considered spam, can we really expect everyone to open every single email they receive?
Knowing how to frame your emails to attract readers to open and read your emails is key to making sure your emails don’t go unnoticed. Here are some tips and tricks to make your emails stand out:
Subject Lines Matter When sending out emails to clients, avoid making subject lines that sound almost too good to be true or are overused. Subject lines with words such as free, help, percent off, and reminder statistically have lower open rates and are more likely to go right to a spam folder. Instead, your subject line should focus on being proactive, relevant and personal. You want the client to feel like the email was written just for them, and that they aren’t part of a large email distribution list.
Make It Pretty Graphics, the use of color, and bolding fonts are key when it comes to the content of emails. Using bullet points, charts and large fonts to highlight the main messages of the email are a great way to attract attention and encourage readership. People want to look at things that are dynamic and interesting, so any unique way that you can convey your message will help you keep your readers.
The Email Should Be From You People are more likely to read an email from a friend- someone they know and care out. You want your clients to think of you as their friend and that means that emails should come from you directly, and not a company generic email address. You can easily adjust how the email address will appear to receivers by going to your email settings. Make sure that your emails are coming from an actual name and not your company’s name.
Timing is Everything Chances are, your company does not need to be sending out emails every day… your clients will likely start to lose interest. Sending out too many emails will put your emails on the spam list, but sending out too few emails won’t consistently engage clients. You want your emails to be consistent and timely. Find a schedule and rhythm that works for you and your clients and stick too it. Clients shouldn’t be surprised when they get an email from you and they should be excited to open the message and see what new information you have for them.
Educate and Market Email is a great opportunity to not only market your company, but also educate and inform you clients about your area of expertise and teach them something. As a general rule of thumb, your emails should be 80% informative, and 20% marketing. Essentially, every email shouldn’t be trying to sell a product or service, rather emails should focus on further developing relationships with clients and educating and informing them.
Short and Simple With over 25% of emails being opened on mobile devices, brevity should be a focus. You want your emails to be mobile and desktop friendly, so focus on making your emails concise and to the point. Using a tool like Litmus can allow you to preview emails and see how they will appear on mobile and desktop devices. You could also just do a test email by sending it to yourself- make sure you look at how the email will appear on mobile and desktop devices.
At Graham Media Partners, we are focused on creating and developing content that will engage and interest your clients. From emails to blog posts to newsletters and website creation, we can help you positively engage with your clients. Give us a call today at 610.688.2060 and we can get started.
As a 21-year-old senior journalism student at Temple University, I’ve spent much of my time surrounded by two types of career-oriented people – those who wanted to enter into journalism in a technical capacity, and those who wanted to enter into journalism as editors. Personally, an equal measure of ambition and subsequent dissatisfaction manifested itself as indecision; rigorous photojournalism courses spoiled me with the satisfaction of technical production as well as the engagement of writing and reporting. As a result, I valued both but could choose neither.
As my classmates excelled in a singular manner I was always jealous of, they accepted internships with small non-profits as copywriters or sold photographs on a freelance basis to the Metro. Wanting responsibility in a novel sense, with experience to gain in copywriting, photography, advertising, and marketing, I found and applied for an internship with Graham Media Partners – a boutique marketing agency based in Wayne, PA.
Of course, my photojournalism background is not exactly common for such internships, but during my interview, Steve and Lisa Graham analyzed my strengths, though atypical of an advertising and marketing applicant, and measured how I may contribute to the company in a unique and valuable way. I can’t overstate what a comfort it was to find a young, expanding business that was interested in growing along with me, and only two forward-thinking entrepreneurs would have proposed that.
Within the first few weeks of working with Graham Media Partners, I began to understand the ways in which journalism, photography, and marketing can overlap. An economy of words is absolutely necessary for social media management – understanding how to convey a positive message in few words is a lesson any journalist will retain from an introductory editing class. Similarly, this internship promotes a flexibility inherent to the on-call lifestyle of a photojournalist; sometimes a client’s website needs headshots with little-to-no warning, sometimes a daily special menu needs to be redesigned for digital use, and sometimes an opportunity for food photography springs up from a client meeting. These are the obstacles that Graham Media Partners trusted I could overcome, and expected excellence as a result.
And it has been a lot of fun! The young company works best in a communicative, positive, and constructive environment. We spend most afternoons out at some of the new restaurants in the Greater Philadelphia Area, taking inspiration for our clients and discussing the best ways to launch a new campaign. And when we’re not running over a marketing strategy in the office, we might be discussing the latest episode of True Detective over lunch.
At GMP I have learned a great deal about communication, design, photography, and marketing. When I began, I knew next to nothing about what advertising and marketing entailed, only that I had a few of the requisite skills necessary for its production. Now, I’m beginning to gather a valuable understanding of social media presence, media advising, marketing campaigns, and constructing detailed analytic reports for our clients. I still have a lot to learn, that’s for sure, but I’m glad I’ve found a small agency to continue learning with.
By: Aaron Windhorst
Aaron has been interning with GMP since May, and continues to intern with us today.
If you feel like you’re constantly keeping up with your social media presence, here are some tips to stay ahead of the game.
Twitter allows you to create curated groups of Twitter users to organize your interests. Under your profile, click More à Lists à Create a New List. Name your list, set your privacy settings, and you’re done! You can always add users to your list later. Once you are on the user’s profile page, click the “gear” icon and select “add or remove from lists”. (more…)
You’ve just set up your company Facebook page – now, how do you drive traffic there? How do you build the number of people who “like” your page?
This one seems obvious – adding a profile and cover image to your new business page will likely be one of the first things you will do. But rather than adding any image, make sure it is relevant to your business. A common option for your square profile picture is your company logo. Since this image shows in people’s newsfeeds each time you post, it not only gives you a chance to show off your new logo, but it also reinforces your brand. For your cover image, a large image without too much detail works well in this space. Some companies will add text to these images to take advantage of this static space that is always visible when users visit your page – adding their Twitter handle, vanity URL to drive traffic for marketing campaigns, or bullets on their products and services. (more…)