nicole morgan
Forecasters may expect the economy to slow this year, but that doesn't mean business growth has to follow the trend. Businesses that think creatively and are willing to try new approaches to getting their message across are likely to benefit in 2024.
I finished it without difficulty
Not every PR or marketing strategy is right for your audience. And sometimes it just isn't worth the squeeze. Today's businesses have access to a wealth of data through digital marketing, allowing them to monitor the effectiveness of their efforts. Leverage tools like Google Analytics, newsletter open rates, click-throughs, and social media engagement trends to identify where you're making a difference. If you're putting a lot of effort into something and getting little results, it might be time to pivot to something more effective.
Target your approach
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While mass advertising still has its place, most companies don't fit into this category. Instead of trying to market to everyone, take a critical look at who your customers are so you can be more targeted.
While it may feel like you're spending more to reach fewer people, you're actually reaching people with high intent who are interested in your product or service. This means that in the long run, you need to spend less to get your customers to take action.
invest in short videos
All of today's major social media platforms offer video components that provide insight into how users consume information. Not only is it a different way to convey your message, it combines a variety of powerful elements, from auditory to visual to emotional.
What's even better about short videos is that they don't need to be highly produced to be effective. Develop a long-term strategy to get interesting, unique, and authentic content in front of your audience frequently.
become a thought leader
What is your unique area of expertise? What do you offer that others can't? Now go where your audience is. Share your knowledge through blogs, videos, industry publications, and podcasts.
At a time when public skepticism is on the rise, media and trusted sources need experts like you to provide fresh and valuable information.
Lead through community partnerships
The recent news that Bank of America donated $480,000 to local nonprofits is just one example of how the spirit of philanthropy is alive and well in Tulsa.
Take the time to identify the causes that are the best fit for your organization and make the most of your giving strategy.
If you want to prevent homelessness, contact Lindsey House or Restore Hope Ministries for life-changing programs.
If you want to support the arts, talk about why Tulsa Ballet is the most popular ballet company in the world. Set aside time for employees to volunteer at work through Reading Partner or school district induction programs.
Partnering with local nonprofits not only plays an important role in your community, but also increases your visibility in an impactful way.
Another benefit is that research shows that Gen Z employees are more motivated to donate and feel a stronger connection to companies that donate.
Empower your employee ambassadors
Speaking of employees, did you know they can be your loudest advocates? Create a work culture that gets them excited and excited to talk.
Report frequently on company updates and messages, and allow your company to share your story.
Invest in your employees and their growth to send a message of trust, respect, and appreciation. It also improves employee retention and provides consistent customer service.
As we navigate the year ahead, those who adapt and create bold initiatives will find success.
Monitor your data to ensure your PR and marketing strategies are achieving their objectives, and don't be afraid to make changes as needed.
— Nicole Morgan is CEO of Tulsa-based Resolute PR.
