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When was the last time you talked directly with one of your clients or customers to determine what they really think of your service or product? Not just looking over survey results or a quick glance at online responses, but an actual conversation that requires listening and assessment?

Talking with customers takes a certain degree of fortitude.

You must prepare yourself to learn the truth, both the good and bad. And you must be courageous enough to probe and ask for more information, as opposed to interrupting and becoming defensive if what you are learning is not exactly what you want to hear.

But listening is worth the time — and the pain it sometimes requires. And the payoff, those lessons you learn from your customers, is invaluable.

The power of listening

Noted psychologist Carl Rogers, in a classic Harvard Business Review paper that was published more than a half-century ago, theorized that when speakers feel that listeners are being attentive and non-judgmental, they relax and share their feelings and thoughts without worrying about what listeners think of them.

In short, when you actively listen, the other guy or gal will open up and tell you what they really think.

Some behavior specialists call it “active listening.” It’s a skill, however, that requires concentration and discipline.

Elle Kaplan, a highly successful self-made entrepreneur and founder of Lexion Capital, sums up active listening — and its benefits — nicely in her blog on Medium.

So how do you get your customers to open up?

Reaching out to your customers can be as easy as making a phone call or sending a customer an email indicating that you are eager to get their opinion or thoughts on a particular topic.

Simply contacting your customer and asking for their point of view is empowering and can set the stage for a conversation that will give you insights that may surprise you.

A few years ago, entrepreneurial writer John Hall contributed a meaningful article to Forbes that provides a useful outline to have more meaningful conversations.

How to become a better listener

Well…start by putting yourself in listen mode. For many leaders, this is very challenging, because successful people are accustomed to giving orders and providing direction. 

The Positivity Blog, in a recent article by Henrik Edberg, lists ten simple steps to becoming a better listener:

1. Keep in mind: listening is win/win.

2. Tell yourself that you’ll tell someone else about this conversation.

3. Maintain eye contact (if you are talking face-to-face).

4. Put the smart phone aside.

5. Summarize what the other person says.

6. Ask, instead of trying to mind-read.

7.Get some fresh air or exercise (i.e., fatigue can lead to poor listening)

8. When you listen, just listen.

9. Be honest about your current limitations.

10 Share what you have done in a similar situation.

We recognize that all these tips may not be just right for you, but the general theme is accurate.

Listening requires a willingness to stop talking and actually listen to what someone else is telling you.

Talk to us …and find out how well we listen.

At Wellons Communications, we pride ourselves on seeking to be great listeners.

What we know about our Orlando marketing agency clients and what they are trying to achieve with their product or service is a direct reflection of what they tell us. And the only way we can learn about what they do — and what they want to do — is to listen.

Give us a call. Tell us your story. Let us hear where you want your business to be and what you want to achieve.

At our Orlando PR firm, we’re ready to listen. And the more you talk, the more we will listen. And the more we listen, the more we learn…and the more we can do on your behalf.

We’ll be listening for your call and watching for your email.

How prepared is your business for the inevitable changes that will be impacting how you operate, how you market and how relevant your business is to your key audiences?

You may be thinking “Aw…we’ll be doing business pretty much like we always have. Nothing is really going to change how run our business or market ourselves.” 

Wrong on both counts. 

Look at the past to get a snapshot of the future

Take a moment to reflect on how change has overtaken and totally disrupted how we work, what we do and how we do it. Here are a few examples to get you started:

• Retailing (think Amazon)
• Trips to the doctor’s office (you can now visit over the phone or computer)
• Working in an office environment (employees working from home) 
• Hotel and lodging (have you booked an Airbnb or Vrbo rental?)
• Kodak film and cameras (do you shoot photos with your cell phone?)
• Blockbuster (streaming replaced rentals and is replacing visits to the movies)
• The U.S. Postal Service (almost totally overtaken by online communications)

If you want to think big, here’s an article that appeared in Forbes in 2019 that identifies ten entire industries that are on the edge of disruption.

And, if you want to really dig into what the future might look like, here’s a fascinating future-probing article that bears a quick read.

How is “the market” going to change in the near future?

Let’s start with the truism that no one can predict the future with total accuracy. If that were the case, one would by a Powerball ticket and take the rest of their life doing whatever they wanted to do. 

There are, however, trends that bear consideration, no matter what your business. These are summarized in an authoritative article by Dudley Poston, Jr., Professor of Sociology, Texas A&M University.

How are all of these changes going to affect you and your business?

That’s totally up to you. 

You have the choice of either accepting the notion that change is going to occur and adjusting to change or simply keeping doing what you are doing without making any significant change and hoping that you get by.

If you choose the latter path, hold on. Because the changes are, indeed, coming for you. 

So, how can Wellons help me with future marketing needs?

At Wellons Communications, we totally embrace change. As an Orlando marketing agency, we have to constantly peer ahead to keep our services relevant and productive for our clients.

To illustrate, we utilize numerous outside services that complement what we already do or what needs to be done for our clients. We use these services on an as-needed basis, as opposed to buying hardware or equipment that will be outdated in a couple of years. 

In this sense, we serve as a sort of general contractor who assembles a team of resource specialists who address your particular needs within your budget and your schedule (which is often ASAP!). 

Here are some examples:

If you need video product, we will find a video production company that is affordable and compatible for your needs. If you need graphic art design, we will call upon a graphic design resource whose technical skills are up to speed and who can deliver the creative result that is in keeping with what you need. 

If you need to conduct a special event, like a grand opening or introduction of a new product feature, we can produce the entire program from formatting the event to reaching media to generate publicity. 

We can oversee the entire process so that the end result is what you need and what you can afford. 

From a relationship standpoint, we work within your stated budget (which we can help create), while avoiding the notion of “building the church for Easter Sunday” and overbuilding or overspending. 

Map your future marketing needs with Wellons Communications

We believe in adapting to the present while keeping a close eye on how the future is going to affect both your business and ours. 

One of our primary business tenets is, in the words of Jake Gaither, the legendary, late football coach at Florida A&M, to act “mobile, agile and hostile.” 

By hostile, we mean going after your market with energy, creativity and aggressiveness.

If you’re searching for marketing agencies in Orlando, find out more about how we can give your marketing program a boost. Take advantage of the experience we possess, the energy we can generate and the professionalism we offer. Give me a call and let’s discuss how we can help you market your products in compliance with the future…and the near-present.

If you’re planning your digital marketing strategy, chances are, you’ve already thought about email marketing. In fact, you might spend a great deal of time thinking about it as you plan for when to send each email, write copy, create a design, and blast it out to your contacts.

But while one-off emails are certainly an important part of any digital marketing campaign, it doesn’t have to be the only tool in your box. Automated emails can be a huge time saver, and while you can spend years learning all of the advanced tools, it’s not hard to get started and take advantage of some low hanging fruit.

Here are some easy ways to get started with email automation, even if you’re not working with a digital marketing agency.

What are automated emails?

First things first: What is email automation?

Email automation is essentially exactly what it sounds like: Emails are triggered to automatically go out to a specific audience at a specific time.

With a manual email, you work to put together a one-off send. This might be for a sale, a special, or a monthly newsletter. You email might still go to a specific list, and you might even schedule it to go out “automatically,” but it isn’t triggered to go out on its own.

With automated emails, you create an email and set your parameters—then you can essentially “set it and forget it” (but we don’t fully recommend that, as you’ll see below).

Why use email automation?

There’s a time and a place for both manual emails and automated emails, but if you’re not drawing on automated emails, you might be missing out on opportunities. Indeed, automated emails have many great benefits.

For one, they’re automatic. Once your system is set up, you don’t have to worry about dropping the ball and going radio silent on your targets.

Automated emails also allow for more personalization. Whether that is acknowledgement of a customer’s birthday or the ability to speak more accurately to the person’s position in the sales funnel, automation allows you to build warmer leads, as well as build awareness and educate.

How to start an email automation program

1. Define your goals.

Just like with any marketing program, you need to know what you’re shooting for before you start. Are you looking to drive leads for the sales team? Are you looking to retarget existing customers, or gain new ones? Even if you just want to give your customers a few more rewards with simple automation, knowing your goal is key.

2. Collect your contacts.

Even the best written, most beautiful, highly strategic email marketing plan will fail if you don’t consider this step. Your emails are only as strong as your list. If you don’t have an email list or you want to add to it, consider adding a form to your website. (Most email platforms make this easy!). If you’re working with an existing list, work on segmenting your contacts into the appropriate categories.

3. Map your plan.

This is the big step—creating your plan. With email automation, you can go as far as you want to as you pick up new skills—but it doesn’t have to be complicated to start. Consider easy automation with birthday or anniversary emails, a bounceback coupon or a cart abandonment play. (Many email platforms have these worked in.) Or, set up a simple drip campaign with triggers over the course of six months or a year. Think about your clients’ pain points and what’s worked at different points in the sales cycle before. Again, it doesn’t have to be complicated, and your email platform might even walk you through the steps.

4. Create your assets.

Now, make it happen. Write needed content and design your emails. It’s good to spend a fair amount of energy on these emails, because they’re going to be around for a while. And, don’t forget about assets you already have. Maybe you created an awesome brochure that has gone over well in the past, or you have a video that always moves your speaking audiences to tears. Incorporate these pieces into your campaign. Finally, don’t leave landing pages as afterthoughts. These are often critical in getting your target across the finish line.

5. Monitor success.

As with most any marketing plan, the final step is to watch and learn. See which emails are performing well and where you have opportunities. Be sure to remove targets who have unsubscribed or who have converted, and keep your lists clean and updated.

With these steps, you’ll be rolling out your first automated campaigns in no time—and hopefully reaping the benefits.

Need some advice on automated emails or an overall digital marketing strategy? Our Orlando marketing agency has a suite of services to help. Give Will a call at 407-462-2718 or email will@wellonscommunications.com.

At our Orlando PR agency, we spend an enormous amount of time thinking about how to reach external audiences—all those groups you are hoping will buy your product or service or idea—and generating revenue or results on your behalf.

All too often, however, we find that people overlook the vital role internal communication plays in enabling your employees and staff to understand and value your marketing success and the positive results that means for their job security and satisfaction.

The fact is the better your staff understands what you are telling your important contacts, the better they can reflect and reinforce the kinds of values and messages you are seeking to project.

And, as all of us have experienced in 2020 and 2021, the impact of COVID-19 has underscored the importance of internal communications.

Internal communications is where PR begins

Your staff and employees are the first audience that needs to grasp what you are trying to accomplish. The better they understand what you are doing and how you plan to get there, the more they can assist you in reaching your goal.

Involving your staff in your communications plan signals that you value their ideas, their input and their direct involvement. Involving your personnel allows them to better understand what you are saying and enables them to clearly and consistently project the same messaging you are sending to your key audiences.

At our Orlando PR firm, when we develop PR plans, we always include our client’s staff and employees under “audiences we want to reach.”

The three key sources of internal communications

Precisely how you go about communicating with your personnel differs in every organization.

Large organizations with multiple locations, for example, have different internal communications challenges than smaller organizations based at one location.

There are, however, three key internal communications sources that are common to every organization. These include:

Management – top-down dispersal of information such as strategies, company results, internal and external information, and other important general information that will affect one’s organization.

Face-to-face – briefing individuals on tasks and situations.

Resources – the intranet, email, social media, messaging, video calls, telephone.

What management says – and how they say it – is important because it sets the tone for your overall forward direction. If staff understands what the organization is doing, where it is headed, and how it plans to get there, they can buy into the program. Further, management messaging is critical because employees look to management for motivation, direction and leadership.

Face-to-face communications provide the personal touch leadership and internal communications demand. Whether it is a “town hall” gathering, a staff meeting or a Zoom video, putting your face and voice in contact with staff is key to building a management-employee relationship that can succeed.

Finally, orchestrating the resources by which you reach employees is important because the resources serve as the bridge to your staff. No matter what the message, an internal communications plan must include the same basic elements of an external PR plan: who, what, where, why, when, and how.

We can help you strengthen your internal communications

The vast majority of our clients want us to reach outward to their key marketing targets and amplify sales results.

We wholeheartedly agree that sales and results must head in in a positive direction for an organization to succeed.

We also subscribe to the notion that involving your staff and employees through simple, direct communications that clarify your goals, hopes and expectations, adds strength, consistency and enthusiasm to whatever goal you are seeking to attain. The old adage “there is strength in numbers” comes to mind when you add the know-how and willingness of your staff and employees to your marketing mix.

Want to learn more about how you can amplify your internal communications program to get more out of your marketing mix? Give us a call at Wellons Communications and allow our Orlando marketing agency to get better acquainted with your organization and how you can actively involve them in getting more from your overall marketing program.

You know your company has a good piece of news to share. You have been meaning to write up a formal company announcement for weeks now. And yet, every time you go to write, your fingers pause over the keys. You get pulled away to put out a fire. Your client work just seems more important. Or maybe you just don’t know where to start.

Trust us, we are very familiar with the struggles our agency public relations clients go through to put their company first and get the piece of content out the door (we like to think we can help with that!)

But regardless of whether you write the content yourself or your PR firm provides the assist, the point is that content is valuable. You put hard-won time into pieces, and you want to capitalize on the news you have to best position your company for future success.

That’s why you need to be sure you’re making the most of every piece of content you have. It might seem incredibly simple, but the best advice usually is.

Are you getting the most out of your content?

Write it once. Use it many times.

At our Orlando PR firm, we like to talk about this concept so much, we made it into a graphic. (We call it the Wellons Wheel).

The idea is that you write content once and use it for the original purpose you intended. But too often, clients stop there. They don’t realize that they’re actually sitting on a goldmine. That same piece of content can be repurposed and used as an SEO blog, a social media post, a piece of sales collateral and/or a staff memo.

While your personal wheel can be slightly customized to fit your industry, the message is the same. When you create content, you should always be asking how else can I use this?

A content checklist

The Wellons Wheel can also be turned into a content checklist. We often see the cycle play out like this:

A client has an idea or a story come up. Let’s say it’s a milestone anniversary for the company. They notify their public relations agency, sending the necessary information. The agency drafts a press release and distributes it.

Next, the client can take this information and tweak it slightly for an SEO post on the company blog. This can be shared to social media with a great graphic and a link back to the site. At the same time, it can be included in a company eblast. If the client desired, the same could be designed as a postcard for a sales touch to inspire confidence in the company, and the client can share the great news with the staff.

This boosts the potential reach of the news way beyond the simple press release that was originally intended.

A content checklist might look like this:

• Write a press release
• Post an SEO blog
• Share on social
• Share in eblast
• Share internally
• Decide if sales material is appropriate

Any of these steps might also spur a follow up story or another idea, and the cycle begins again.

The point, of course, is efficiency and consistency. When you go to the trouble of sharing valuable insights or news, you want to maximize your return. Doing so is usually simple—it’s just a matter of implementing the system.

Need some help running the play or creating content in the first place? As a Central Florida PR firm, that’s our specialty. Give Will a call at 407-462-2718 or email him at will@wellonscommunications.com.