Don’t wait until the new year to change your communications strategy

We are already half way through 2017 — can you believe it? We’re betting those New Year’s resolutions are feeling a long way off.

But what about your goals for your business?WCCommunications

Just like the daily trips to the gym you promised yourself would happen, goals for your business’s health should never be put on the back burner. We know even the best laid plans can get lost in the shuffle, and it can be discouraging not to see the results you want — but if your communications strategy is not working, change it.

Try these tips to turn around lagging results.

Get a fresh perspective. If you don’t love the results from a campaign, try looking at your strategy with a new set of eyes. Pull some members of your team onto the project, and see if they have suggestions. Call up a mentor and ask her if she has had that experience before. Other people might offer up ideas you haven’t thought of before.

Draw from success. You’ve had success before. Why is this different? Are there aspects of strategies you used before that you could pull in to make this campaign more successful? Carefully look over past data or analyze past experiences and see if you can draw new conclusions.

Take inspiration from your inspirations. Most business leaders have a list of companies they admire. Check in on yours. Look over their content, including blogs, newsletters and social media. What are they doing to communicate that you like? Incorporate some of the same strategies in your own efforts.

Still stuck? Call in the experts. At Wellons Communications, we have years of experience in analyzing business situations, developing a plan, and executing on actionable items to tell your story. Don’t wait until the new year. Give us a call at 407-339-0878 or email me at will@wellonscommunications.com to get started on your plan.

What companies can learn about crisis PR from the United Airlines leggings incident

On Sunday morning, a United Airlines gate attendant barred two teenage girls from boarding a flight from Denver to Minneapolis because they were wearing leggings. News of the leggings incident went viral, and within hours, United Airlines had a PR crisis on its hands.

The incident started when Shannon Watts, political activist and founder of Moms Demand Action, overheard the exchange and tweeted about the incident to her followers.

 

 

The airline responded to the public backlash with its own tweets to explain the incident.   

 

 

The company also issued a release explaining customers are welcome to wear leggings on its flights. The release explains that United views employee pass riders as representatives of the company and expects them to be appropriately dressed for flights.

 

 

Though United responded quickly to the crisis, customers, activists and even celebrities such as Chrissy Teigen and Patricia Arquette have expressed anger about the incident.

Jonathan Guerin, a United spokesperson, said himself the airline should have done a better job of responding to the situation. According to Reuters, Guerin said, “We’ll definitely take something away from today, but we’ll continue to engage with our customers (on social media).”

So what can other companies take away from this viral situation when facing their own crisis?

First, never underestimate the power of social media. Incidents today don’t stay contained, and with Facebook and Twitter, angry customers have an easy—and potentially viral—outlet.

Second, be sincere. Many considered United’s response to the issue stilted or unsympathetic. As per the Reuters article, Guerin said the company could have been more clear in its initial response to the issue.

Finally, have a plan for your social media outlets. United did a great job of responding to a potential issue quickly and telling its side of the story, but because the initial response was bungled, it backfired. Know what kinds of feedback you need to respond to, what you’ll say, and in what format you will respond.

After all, the best way to handle a crisis is to prepare for it before you’re facing it. If you need help crafting your plan, give us a call. At Wellons Communications, we have experience in social media and in handling crisis situations, and we can help you put your best foot forward. Give us a call today at 407-339-0879.

Social media delivers results

Social Media campaign blogMore than 80 percent of Americans have a social media presence. If you’re not using social media as part of your marketing strategy, you’re missing out.

Social media marketing can be extremely effective, and it doesn’t have to be confusing or expensive.

There are two main ways for you to use social media marketing effectively. First, there’s the organic reach.

Organic social media marketing is content you don’t pay for. If you’re in business, chances are you already do this or have at least thought about it. These posts are generally content-driven and help keep your customers up to date with company news. They can also further your company’s brand.

But because these posts are organic, they can easily get lost in the flood of things available on the internet to the point where your followers might not even see them.

Because of that, if you choose to go the organic route, it’s essential to develop a long-term plan for your posting. It’s also important to keep your audience in mind and create shareable content so you can reach new people.

Paid social media posts, however, can help you meet your goals faster. Through paid ads and boosted posts, you can target specific audiences and have a flexible budget. Money can go a long way on social media, because, according to Moz, the average cost is about $0.25 per 1,000 impressions.

To create a strong social media campaign, it’s important to take a few things into consideration.

  • Target the right audience. Paying for posts that are going to the wrong audience can deplete your budget quickly and deliver few results. Write your posts for the specific audience you want to reach and put some thought into who your ideal target is to create an effective audience.
  • Budget your campaigns. Learn from experience which posts generate more engagement and reach. See which posts have a higher relevancy in Facebook and which ones convert into paying customers. Tracking conversions over social media can be difficult, but, over time, trends may emerge.
  • Choose the right platform. Although 18- to 29-year-olds dominate social media sites, there’s a more even spread of generations on Facebook, according to Pew Research Center. Use the platform to your advantage. For example, if you have a visual product or experience you want to promote, Instagram may be the way to go.

At Wellons Communications, we have experience creating both organic and paid social media campaigns. From the beginning, we’ll customize a plan which can help your company gain new customers and grow the relationship with your current customers. Give us a call today at 407-339-0879 to see how we can help your business grow to its fullest potential.

Let’s be clear: Why clarity is essential in your communications

With a multitude of changes unfolding as 2017 moves forward, we are increasingly seeing what kind of turmoil can transpire if communications are not perfectly clear.Clarity Image

Ask yourself “How clear are the messages I am conveying to my clients, my associates, and my potential clients?”

Are your communications immediately understandable — or is your core message lost in a sea of techno-babble that few can understand?

Are your messages consistent? Are you saying the same thing, in the same way, every time you communicate your message?

Do your communications talk to your audiences…or at them?

Communications go well beyond what you may think

In business, communications start with the usual letters, memos and emails. But it also includes informative brochures, marketing and advertising materials, publicity and public relations information, websites, logos, and anything that represents or defines your product or service.

And that’s just a part of the communications process.

Business communication also includes tone and language and nonverbal behaviors. Timing, and the context that surrounds your message, can influence whether or not your audience will even see your message, let alone understand it. How you convey your message affects clarity.

Combine the complexities of communicating simply with the number of ways messages can launched — from Twitter to texting – and the importance of communicating clearly becomes even more magnified.

The seven C’s: an old idea that remains surprisingly up-to-date

At Wellons Communications, we adhere to the seven C’s, a notion originated by respected University of Wisconsin public relations academics Scott Cutlip and Allen Center in 1952. The seven C’s include:

  • Correct: From spelling and grammar to information, is it totally accurate?
  • Clear: Do you present one thought at a time?
  • Concrete: Do you say precisely what you mean?
  • Concise: Do you get to the point quickly?
  • Complete: Do you provide a means so your audience can reach you?
  • Consideration: Can everyone understand your messages?
  • Courteous: What is the tonality of your message?

Reminder: Communications are the bedrock of marketing

At Wellons Communications, we offer only one service: effective communications aimed at helping you sell products and services.

Yes, we dutifully subscribe to all the other esoteric qualities of public relations like brand reputation management, social and corporate responsibility, and organizational leadership.

But overarching those hard-to-measure intangibles is the need to generate sales. That’s where we aim 99 percent of our efforts.

We are either trying to increase sales or remove any barriers from making sales.

And that’s about as clear a message as we can impart.

If you want to learn more about how we can help you communicate – with an eye on positively impacting your marketing program, call me at 407-339-0879 or email me at will@wellonscommunications.com.

 

 

Make a realistic New Year’s resolution for your business

Around this time of the year, we are bombarded with reminders to prepare New Year’s resolutions.

Many of us dutifully scribble down five or six resolutions, and by Jan. 3, have already buried them among the papers on our desks and totally forgotten about them.

According to British psychologist, Richard Wiseman, more than 80 percent of New Year’s resolutions fail. Wiseman’s explanation is very practical. He points out that we have considerably more things to worry about than New Year’s resolutions.new-years-resolutions

For 2017, consider keeping it simple. Make only one New Year’s resolution.

While you are at it, redefine how you view your resolution. And stick with it.

If you define your New Year’s resolution as an objective, it takes on an entirely new meaning. All of a sudden, you have a tangible goal that, in the end, is measurable.

Our single New Year’s 2017 resolution is brutally honest

At Wellons Communications, our only resolution is focused on where it counts: our clients. Our resolution is:

Generate measurable results for our clients.

Results are the only reason our clients retain us.

Our clients expect results. It is our job to deliver them.

That meshes with our sincere belief that our clients come first. Without clients, we do not exist. And without results, we do not have clients.

We strive to not only produce results, but quantifiable results. It’s one thing to generate positive noise about products and services. But we want that noise to work. And measurement is how we know that the results are working.

We aim is to generate results to either sell things or create an environment where it easier for our clients to sell things.

Whether it’s widgets or something more abstract, like ideas, notions, and concepts, selling things is, in fact, the only reason any of us are in business.

Best wishes for a successful 2017

With that underlying philosophy, our resolution makes sense (at least to us…and probably you, too).

However, wishing for success or even jotting down a New Year’s resolution is not going to help you sell more.

Successful selling requires recognition of consumer needs and wants, a carefully thought out plan, sufficient budget, and resources that will help you execute your plan.

And when it comes to the right resources, think of Wellons Communications. Because we have the same objective you do: create success through increasing sales.

Now that 2017 is near, find out more about what we can bring to the table. Pick up the phone and call me at 407-339-0879 or email me at will@wellonscommunications.com and ask “How can you help us improve our business in the upcoming year?”

Happy New Year and best wishes for a prosperous 2017.

Get real: In a world of fake news, authentic content is king

If you’ve been reading the news recently, you know that the news itself has been making headlines—specifically so-called “fake” news sites and their effect on the election.fake-news

Google has been called out for algorithms that allow fake sites to rise to the top in results, and Facebook has been called out for its part in allowing fake stories to spread via the social network. Both have responded by tweaking algorithms and updating ad policies to make it more difficult for fake news to gain traction.

What it all really speaks to is that the general public is becoming more attuned to what is authentic content and what is not. And that discerning attitude can mean big things for your business—namely that capturing true content is becoming a highly valued commodity.

At Wellons Communications, we specialize in generating authentic content that tells your story. We work hard to get your news out to trusted, professional journalistic sources, to create genuine social content and to build relationships with trusted influencers. The result is news stories, blogs, and social profiles you can take pride in—because they’re accurate and honest.

So if you’re tired of faking it, give us a call today at 407-339-0879, or email me at will@wellonscommunications.com. And do it now. Because as the communications landscape changes and your audience looks at everything with a skeptical eye, real content will become increasingly important. And that’s something you can’t afford to miss out on.

Are you asking yourself “What changes do I need to make for 2017?”

With 2016 rapidly running out of days, it’s that time of year when one starts asking “How well is my business doing?” and “What kinds of changes should I be considering?”nov-18-change

You may want to start by asking yourself these tough questions:

• Am I retaining my customer base?
• Am I attracting new business?
• What customers have I lost? Why?
• Am I meeting my financial goals? Why? Or why not?
What do I need to change for 2017?

Take a close look at that last question—and consider what kinds of changes you might need to make.

If you don’t think you need to change anything, think again. Jack Welch, recognized as one of America’s great businessmen, espoused the notion “You have to change, preferably before you have to.”

You have to change to keep up with the changes.

Nothing in business remains static. New products come. Old products go. New attitudes emerge. Old beliefs drop by the wayside.

Even if you believe everything is going great and you don’t need to change anything, consider this: changes outside of your business will necessitate that you make changes to adjust to an ever-changing business environment.

Need some examples? Ask companies like Kodak, Sears, Blockbuster, Pan-Am, and Borders how they fared when they failed to adjust to changing business environments.

Start change by examining your communications strategy.

Change can begin with something as simple as auditing your communications strategy. Ask, and answer, questions like:

• Is my message still relevant to my target audience?
• Am I using the right tools to reach my target audience?
• How does my target audience perceive my message?
• Am I reaching the correct target audience?
• How has my audience changed?

While you are revising your communications strategy, ask yourself one more important question:

Am I using the correct resources to craft and implement my overall communications approach?

That’s where we can help. We provide an objective and fresh look at how and what you are communicating and how it might need to change.

Our approach: We don’t just look for changes. We look for opportunities.

Our firm lives in a communications-centric world, and we know and understand how to create strategies and execute tactical programs that use the right message to reach the right audience at the right time. We know how to change your communications approach to make a meaningful, positive change in the upcoming year.

Before 2016 runs out, call me at 407-339-0879 or email me at will@wellonscommunications.com. Talk with me about taking a look at your communications approach and how we might be able to help you change for the better.

Are your communications really getting through?

In the history of communications, there has never been so much competition for the attention of consumers.

communicationThe onset of the Internet, along with the explosion of e-mail, tweets, text messages, along with new ways to connect, like Skype and GoToMeeting, has turned basic communications into the Wild West.

There are so many messages…and so little time to listen to them, let alone contemplate what the messages mean.

The net result? Communications overload, which places a premium on getting your message right the first time, every time.

Author Jocelyn K. Glei, on 99U, an online magazine for creative types, addresses the communications overload in detail in a thoughtful article:

http://99u.com/articles/7002/stop-the-insanity-how-to-crush-communication-overload

In particular, Ms. Glei thoughtfully addresses organizing communications and establishing protocols that rank what’s important…and what’s not.

Public relations communications should help you sell

At Wellons Communications, our service is public relations, which we interpret as helping you sell your product or service.

Sales begin with clear, simple statements that identify the needs of your target audience and how you can help them resolve that need.

Because of communications overload, your target audience has less time than ever to absorb what you are saying. You owe it to them (and yourself) to present your thoughts clearly, concisely, and consistently.

Clear, simple, direct communications will cut through the clutter. They make it easy for your target to understand that you recognize their needs and why you are the best resource for resolving them.

We recognize that the only reason you want public relations assistance is to help you sell something. In that same spirit, we are knowledgeable, experienced, and well-prepared to help you create effective ways and means of cutting through the “white noise” that exists in today’s marketing environment.

Give me a call at 407-339-0879 or e-mail me at will@wellonscommunications.com and let’s talk about how we can simplify your communications and make it easier for your marketing to work harder on your behalf.

Communicate your Benefits in “Plain Speak”

george-bernard-shawSuccessful communication is not about doing more. It’s about maximizing what you are already doing.

Here’s an example:

Take a look at your website and your brochure.

Ask yourself “Will readers immediately understand what I do?” and “Does my website clearly state the benefits I deliver?”

If the answers to these questions are unclear, it might be time to rethink what you are telling people.

The three C’s

There are three C’s in communication that can strengthen what you say about your business and your services:

  • Be clear: Say exactly what you mean. Write like you speak. Avoid jargon.
  • Be concise: President Franklin D. Roosevelt used to start his Cabinet meetings with “Be sincere; be brief; be seated.” Good advice for wordy politicians and also good advice for business communicators.
  • Be consistent: You may become bored saying the same thing over and over again, but your audience needs to hear the same message as many as seven times before it registers.

Get to the point

Today’s fast-paced, Internet-based communications allow you only a few seconds to get your point across.

The average person hears between 20,000 and 30,000 words during the course of a 24-hour period. Most people only remember about 17 to 25 percent of the things to which they listen.[1] [2]

According to research conducted by productivity software developer

Boomerang, emails between 50 and 125 words had the best response rates at just above 50 percent. Short and direct emails resonated best with prospects and earned a response. The same study also showed emails written at a third-grade reading level had the highest response rate.

Do those findings strike a familiar chord? Simple. Short. Consistent.

We practice what we preach

At Wellons Communications, we follow the same principles we preach.

We keep our communications simple. We keep messages short enough to easily remember. And we place a premium on maintaining a consistent message.

If your communications are becoming too wordy, too complex, or inconsistent, it may be time to step back and get some help in shaping exactly what you want to say about yourself.

Impartial third-party communications assistance is an important component of our services. In the spirit of what marketing is all about, we help you sell things.

When you are ready to start selling more things, give me a call at 407-339-0879 or email me at will@wellonscommunications.com. We are ready to get to work on helping you be yourself…only better.

[1] Listening Statistics: 23 Facts You Need to Hear, Rebecca Lake, Creditdonkey.com
[2] International Listening Association, www.listen.org

How to get more love out of your social media marketing

Chances are you’ve seen a celebrity or public figure singing the praises of a certain product, only to be followed by a #sp or #spon. The rise in popularity of Facebook, Twitter, Instagram and Snapchat have changed the way brands market themselves and their products, making sponsored posts all the more common.Marketers and Influencers

But though working with people who have social media pull can have many benefits, it can also pose challenges that marketers are just starting to navigate.

A recent Digiday article goes so far as to call it a “love-hate relationship.”

First, there’s the love. Marketing through influencers can be a great thing for a brand or business. If you have a product related to fitness, for instance, an influencer who has popular fitness-related posts opens the door for your product to be seen by many followers who are into fitness.

But then there’s the hate.

As Digiday points out, because influencers have a lot of power these days, they often charge a lot—and the more followers a person has, the more money they are able to charge. Prices can even reach into six-figures for a campaign across several platforms.

You also might not be sure you’re getting anything for your investment. Linking likes, shares and views to the number of sales they caused is tricky.

Finally, as many marketers have found out recently, brands can’t always control what influencers say or post. This recently came to light with both Scott Disick and Naomi Campbell. Disick accidentally posted part of the instructions for his promoted post for Bootea, and Campbell did nearly the same with her post for Adidas. While both of these gaffes brought in huge attention, such posts take the focus off the product and take away from the authenticity of the influencer and their posts.

So how can you take advantage of the best that influencers offer while avoiding risks? For one, it is extremely important to do research before you reach out to influencers. Find out the demographics of their followers, how many likes and shares their posts receive, and what the influencer will post for the price. While you can never know 100 percent what an influencer will do, doing the legwork and having the information goes a long way to taking advantage of the latest places consumers are going for information.

At Wellons Communications, we deal with influencers on a daily basis. We have the knowledge and resources to properly vet them, and we can help share your product and get results. Call us today at 407-339-0879 to see how we can help you.