In today’s fast-paced digital world, interacting online is as important as ever when trying to reach not only your current customers, but potential ones as well.
People are constantly leaving reviews on social platforms, such as Facebook, and review websites including Google, Yelp and TripAdvisor to name a few. There are even those who will write about their experience with your business on their own blog!
Hopefully, most of your customers have had great experiences with your business and leave reviews that reflect just that. Unfortunately, even the best businesses encounter unsatisfied customers, and someone is likely to eventually leave a negative review.
The PALO Creative office is looking festive nowadays with wreaths, garland and no holiday decoration is complete without lights (Thanks Linda!). Sure, we’re in the holly jolly spirit, but we can’t help but think about 2019. That’s because now’s actually the best time to review all of the data you’ve covered over the past year and start planning a fresh marketing strategy for the new year. 2019 brings new aspirations, new ideas and new goals for your business. Taking a fresh approach with your business strategy can be of great benefit and ensure your reputation is even more trusted in the eyes of consumers.
In addition to planning new and improved marketing tactics for 2019, there are a few steps that involve analyzing, planning and strategizing, of course. So, where do you begin? We’re glad you asked. At PALO, we’ve taken the guesswork out of strategizing with our end-of-year checklist that’s sure to deliver success in the new year.
So, when you hear the word “blogging,” what comes to mind?
Anyone? Bueller…Bueller (80’s movie reference you can look at in a blog)
Chances are, you’ve read a blog. Heck, you’re reading one now! The two most popular types of blogs that come to mind are food and travel related. That awesome recipe to make chicken buffalo dip; a blog. A trip exploring the hidden treasures of Paris; yep, you guessed it, a blog.
As Briarfield planned construction of The Inn at Poland Way, PALO worked to establish the assisted living’s place in the community before shovels broke ground, and to build public awareness so residents were ready to move in when the doors opened.
Media relations played a key role in PALO’s strategy. We worked with Briarfield to arrange a groundbreaking event where Briarfield executives addressed local media, local elected officials and other public administration on their plans.
PALO leveraged the media coverage to build public awareness and keep Poland Way’s development top-of-mind with the primary audience – local residents in need of assisted living and their families. Because the target demographic responds more to traditional marketing tactics, PALO utilized:
Direct Mailers with appropriate messaging and imagery to introduce the audience to The Inn at Poland Way and its assisted living and memory care services.
Billboards with consistent messaging, strategically placed along Route 224 in Boardman and Poland, so residents were always reminded of the forthcoming assisted living.
Continued Media Relations to keep local media advised of Poland Way’s construction progress.
In In In the days leading up to the grand opening, PALO worked with Briarfield and The Vindicator to create content for a special, 20-page insert for the newspaper. The insert was published with The Vindy’s Sunday edition the week prior to the opening.
PALO coordinated with Briarfield to schedule interviews with staff and residents, and planned, wrote, and edited stories for publication. We also conducted photography sessions after construction of The Inn Poland Way was complete. We worked directly with The Vindicator to ensure all articles and photos were delivered on time to meet the newspaper’s deadline.
The insert ran in conjunction with a press release that went out to all local media.
Once doors were open and residents began moving in, PALO coordinated media events for the grand opening and a blessing of Poland Way’s entrance, great room, residents, and staff. Briarfield invited Monsignor William Connell of Holy Family Parish in Poland to conduct the blessing.Next Steps
The Inn at Poland Way is moving in residents at its expected rate, and PALO is working with Briarfield to put the final touches on the company’s new website.
The new website gives visitors a completely optimized user experience with:
• Easy navigation
• User-friendly calendars and meal menus for each Briarfield location
• Updated location-specific photos
• Detailed information on location-specific services
• Contact forms to schedule tours and meetings
Smart marketers are constantly learning new and better ways to reach their audience. With the rise of countless social media platforms, creating a strong strategy for a business has become a challenge. Which is right for your business? How do you leverage that network? And, above all, where do you find the time to do it?
It’s estimated that there will be 2.67 billion people using some form of social media in 2018, which is up from 1.91 billion in 2014. Facebook alone boasts more than 1.7 billion active users worldwide, a number that seems to increase each quarter (Statista).
With those kinds of numbers still on the rise, having a strong social media presence is now more than ever a key to the future success and growth of your business.Social media needs to be part of your overall marketing strategy with goals that match those of the business. However, most business owners or managers don’t have the time to build a full strategy for multiple social channels.
So they are faced with a choice: Hire an in-house social media manager, or contract with an advertising agency.
As more businesses recognize the value in a strong, digital presence, PALO Creative continues to build upon its foundation of digital expertise with its latest hire.
PALO’s new Digital Media Coordinator, Nicole Haefke, has gone from crunching the numbers for one company (her previous employer, Coastal Pet Products Inc.) to running analytics reports for several of PALO’s clients. The challenge, she says, has been applying her “big picture” approach on a much larger scale, but it’s a challenge she readily accepts.
“I’m very passionate about exploring the big picture to get a better understanding of the small things, like which search terms are most effective and which audience to target,” Haefke says. “I’m a numbers person. I like facts. And when you look at data and analytics, whether it’s SEO or social media, there’s truth behind it.”
Haefke sharpened her digital marketing skills while working with PALO’s Digital Media Director, Jim Komara, whom she met in 2006. At the time, Komara developed custom real estate websites for real estate agents, and Haefke got first-hand experience in optimizing a website’s content to improve its search rankings. She continued her practice for other local small-business websites while she attended Youngstown State University, where she was president of the university’s Economics Club and an active member of the American Marketing Association. She graduated YSU in 2008 with a bachelor’s degree in business with concentrations in marketing, advertising/public relations and economics.
In addition to SEO and metadata, Haefke has a well-rounded knowledge base in digital marketing, including specialties in evaluating Google Analytics and DoubleClick, online ad campaign management, social media marketing (SMM) and online reputation management. By leveraging her 10 years of experience, she engineers online marketing strategies that are geared toward driving quality traffic, leads and sales opportunities to a customer’s website.
“I love analyzing graphs, numbers and trends, because it helps me to target specific audiences so they see the content that’s most relevant to them,” Haefke says. “It’s smart marketing for any business.”
When she isn’t crunching the numbers, Haefke enjoys writing, hiking, traveling (she’s been to all but 11 states) and dancing – she started when she was four and studied ballet, tap, jazz, lyrical and hip-hop. She’s also a life-long bowling aficionado with a few 300 games under her belt. Nicole and her fiancé, Brian, currently reside in Poland where she stays involved in the community and is an active Rotarian.