Articles Written by the Edge Marketing Team


by The Edge Marketing Team

This month, the talented experts at Edge Marketing are sharing predictions for trends coming or continuing in 2024. From the rise of hyperpersonalization to the enduring importance of authenticity, read on for the key insights and foresights that will guide our strategies in the coming year.

(Article) Content Remains King

Vicki LaBrosse

Public relations professionals will focus on thought leadership pieces that can be widely distributed by media outlets that need external content sources. Supplying content to trade publications and supporting the creation of news articles and features are an excellent way to increase branding and expand a PR campaign’s reach. Full-time journalists are busy with more prominent news articles, allowing for PR agencies to fill the gap and provide impactful content for their readers. Articles that touch on the topics of thought leadership and other strategies are well-received by journalists and consumers, which means media outlets with a high demand for external content will likely have the need for the content you pitch.

The Delicate Balance of AI, Authenticity and Advancement 

Authenticity Will Be Rewarded

Headshot of Amy Juers

Amy Juers

The bright new shiny object in 2023 was ChatGPT and other generative AI tools that can assist with producing content. But anyone that has tried to use that technology to generate “original content” knows what it can and cannot do. More importantly, the intelligent professionals that work in our industries of legal and accounting can likely spot unauthentic content from a mile away. Brands that represent an authentic voice will be trusted and rewarded as the audience will take notice. Clients and consumers will be unforgiving in the face of nonauthentic content. This is why authenticity is needed, and brands must ensure they go the extra mile in that regard.

Fake News Will Continue to Erode Brand Trust

Megan Miller

Fake news is more prevalent than ever and is expected to get worse in the coming election year. Distrust of online content is not limited to news sources; it also includes fake ads or content on social media channels.

For prospective customers to engage with your brand, they must trust you and the information you are offering.

In a world where algorithms can tend to favor the loudest voices, concerns regarding misinformation make it easy for  skepticism to take hold. It has never been more important for companies to be truthful, consistent and focused.

AI in Technology Products

Nicolle Martin

In the last year, we saw the topic of artificial intelligence centered at many industry events and in many articles in leading legal and accounting technology trade publications, and we also saw many companies announce the integration or addition of AI into their product offerings. 2024 will be no different, and AI will continue to expand in capability and be added to products across the technology spectrum. The capabilities and benefits AI brings to the market will continue to be a main point of discussion within the space.

Hyperpersonalization Represents Next-Level Marketing

Keep Your Eye on LinkedIn Ads in 2024

Cindy Moen

LinkedIn has long been an indispensable platform for B2B advertisers because of its targeting options and data-driven insights, empowering advertisers to reach a precise target audience with tailored content.

In 2024, hyperpersonalization will be a game-changer for marketers. Watch for the LinkedIn advertising platform to introduce advanced analytics, AI and machine learning technology that will give marketers tools to deliver highly individualized content, product suggestions and offers. This trend will go beyond basic segmentation, as businesses strive to engage customers at a deeply personal level across all marketing touchpoints.

Accenture’s finding that 91% of consumers prefer brands that offer personalized experiences underscores the significance of this approach. By using new tools that recognize, remember and provide relevant offers, businesses can foster stronger client relationships and differentiate themselves in a competitive landscape.

Emphasis on QC and Personalization in Tech-Generated Communications

Jennifer Marsnik

Marketing automation and AI-driven tools will continue to gain adoption in 2024. While leveraging the power and efficiency of these technologies, successful marketers will focus on two critical things: quality control and personalization. Integrated, data-driven platforms streamline communication development and execution, but require attention to detail to ensure first impressions are positive and brand integrity is consistently maintained. And with the volume of content and messages reaching audiences today, those that are personalized and tailored to convey an understanding of the recipients’ pain points will get the best results. 

Targeted Efforts in Social Media

Navigating the Shifting Landscape of Digital Media and Social Platforms

Mary Obregon

In the dynamic landscape of digital media and social platforms, video content has surged in 2023, emerging as the preferred method of consumption for individuals. Videos offer a concise yet engaging way to convey information. From short-form clips on platforms like LinkedIn to long-format content on YouTube, videos cater to diverse preferences. Businesses are recognizing this shift and capitalizing on the trend, integrating videos into marketing strategies. Videos enhance brand communication and, when done correctly, foster a deeper connection with audiences. In 2024, incorporating video content will be crucial for companies looking to stay current and connect with their target market as the trend evolves.

 Choosing a Hero Platform

Tanya Amyote

According to Hootsuite’s Social Trends 2024 Report, ROI will take center stage in the coming year as companies drill down to determine which platforms most affect their bottom line. In one example, although 60% of businesses have a presence on X (formerly Twitter), only one-third felt it had been of benefit, leading to a 7% drop in use in 2023.

In 2024, we will see companies devoting time and effort to conducting social media audits. Examining each platform’s effort vs. engagement will enable decision-makers to allocate resources accordingly in the coming year.

About the Authors

Click here to learn about the Edge Marketing team.

/by The Edge Marketing Team

by Jennifer Marsnik and Amy Juers, MBA

This article originally appeared in Marketing the Law Firm, Nov. 2023. © ALM Global LLC. Reprinted with permission.

In the dynamic world of social media, businesses must navigate a double-edged sword. While it offers unparalleled opportunities for engagement and brand promotion, it also exposes them to the risk of negative comments and backlash. These comments can originate from dissatisfied clients, disgruntled employees, or even anonymous trolls; however, just as organizations prepare for disaster recovery and data breaches, having a well-thought-out social media response plan is equally critical. In this article, we delve deeper into dealing with negative comments on social media and shedding light on the intricacies of managing your online reputation.

The Multifaceted Landscape of Negative Comments

Negative comments on social media come in various forms, each with its own set of challenges. Understanding the nuances of these comment types is essential for a comprehensive response strategy:

  • Client/Customer Complaints: These comments can range from mild dissatisfaction to outright anger regarding your products, services, or staff.
  • Trolling: Trolls are a common sight on platforms like Instagram, Facebook and Twitter. They deliberately post provocative and inflammatory comments to incite reactions.
  • Malicious Comments: These go beyond trolling, often containing profanity or offensive language that can be deeply hurtful or damaging to your brand’s image.
  • Threatening Comments: In some instances, comments may take a more sinister turn, becoming physically, emotionally, or otherwise violent in nature.
  • Offensive and Hate Comments: These comments target individuals or groups based on their race, gender, religion, or other personal attributes, spreading negativity and hatred.
  • Spammy Links: Comments that contain suspicious or irrelevant links are an attempt to divert traffic or spread malware.

The Difference Between B2C Responses and B2B Responses

The differences in brand responses to negative comments on social media between business-to-consumer and business-to-business brands are rooted in audience expectations, tone, problem-solving approaches, speed of response, confidentiality, relationship building, and the potential impact on reputation. Understanding these distinctions is crucial for both types of brands to maintain a positive online presence and effectively address customer concerns in their respective markets.

For example, a consumer brand’s response to a negative comment on social media might look like this:

User Comment

“Your product is terrible! It broke after just a week of use. You need to step up your quality control!”

Consumer Brand Response:

“Hi [User’s Name]. We are sorry to hear about your experience with our product and we apologize for any inconvenience this has caused. Quality is one of our top priorities and we take issues like this very seriously. We would like to learn more about your specific situation so we can address it promptly. Please send us a direct message with your order number and any additional details so that we can assist you further. Your feedback is invaluable in helping us improve, and we’re committed to making this right for you. Thank you for bringing this to our attention.”

A consumer brand is selling to the masses, whereas legal marketing or B2B businesses are often approaching a niche audience; therefore, a response cannot be as generic or templated.

A B2B response to a negative comment on social media might look like this:

User Comment

“Your client support is abysmal! I’ve been waiting for a response to my query for days. Unacceptable!”

B2B Brand Response:

“Hi [User’s Name]. We are genuinely sorry to hear about the delay in our client support response and we understand your frustration. Providing timely and efficient support is paramount for us and we apologize for falling short in this instance. We take your feedback seriously and are committed to resolving this issue. To expedite the process, could you please DM us with your request or additional details about your query? This will help us investigate the matter and ensure a swift resolution. Thank you for bringing this to our attention; we appreciate your patience as we work to improve our service.”

By responding in this manner, a B2B brand not only acknowledges the user’s concern but also highlights its commitment to addressing issues and improving its services. Maintaining a professional tone and offering a solution or a clear path to resolution are essential for upholding a positive brand image in the B2B sphere where efficiency, reliability and trust are of the utmost importance.

Regardless of whether a brand is B2C or B2B, its responses can demonstrate commitment to client or customer satisfaction, resolve issues efficiently and maintain a positive image in the eyes of its audience. It is essential to maintain professionalism, empathy and transparency in all interactions on social media. An effective response can also open the door to turning negative experiences into opportunities for brand improvement and building trust.

Not Every Negative Comment Should Be Treated the Same

Negative comments vary in nature and responses should not be generalized. It could be something as benign as a conference attendee saying they disagreed with or didn’t like a speaker’s comment on a panel/presentation, or maybe it flares into something more substantive. A client comment likely needs to be brought to one source (sales, client service, etc.) whereas an employee comment needs to be brought to others (their former manager/HR/ legal). It all depends on the comment’s substance and context.

While there isn’t a one-size-fits-all auto-response to dealing with negative social posts, the approach to managing them when they do arise should follow a standard process as outlined in your social media strategy.

The Watchful Eye of Your Audience

It’s essential to remember that your response to negative comments on social media is not just about addressing the immediate concern: Current and potential clients, employees and business partners are watching closely. Your reactions to criticism can significantly impact their perception of your brand and how they choose to engage with you. A thoughtful and timely response sends a powerful message of professionalism and commitment to client satisfaction.

About the Authors

Jennifer Marsnik consults with Edge Marketing clients to develop and implement strategic communication plans that support their overall business goals.

Amy Juers, MBA, CEO of Edge Marketing, Inc. enjoys sharing her 25+ years of strategic marketing and public relations experience with her team and clients from all over the world. Amy recently became a published author of the book, “The Marketing Edge: A Sharper Way to Approach Building a Brand.”

/by Jennifer Marsnik and Amy Juers, MBA

by Nicolle Martin

When it comes to getting media coverage, having a relationship with the media can be just as important as having a good message. The ability to secure positive media coverage is important for any organization, big or small. However, press releases alone are not going to get your company the coverage you need to thrive. You must have relationships with the media, talk to them regularly, have them get to know your key experts and update them when there is something big to talk about.

Know Your Audience

Before reaching out to media professionals, it’s imperative to understand what they cover for the publication and any preferences they may have. We have worked with an editor in the past who literally said, “If you use the word ‘revolutionize’ anywhere in your pitch or news release, I will ignore it.” While this may seem like a minor detail to most, it was a deal breaker for her. And with her being one of the top editors in our space at the time, we needed to make sure to follow this rule.

While this may seem extreme, you need to tailor your pitches to see to it that your content is not only relevant to your business but also to their audience. Research their recent work and find common ground to demonstrate your understanding of their coverage area. If you are working with a PR agency, they will have this expertise already and will guide you through this process.

Establish Trust

Building media relationships is just like building any other relationship in your life. You need to show them what you have to offer and that you are there to help them when they need it. Successful media relationships are not just about what you can gain; it’s about being a valuable resource for journalists. Offer insights, data and expert commentary even when it doesn’t directly benefit your business. By becoming a go-to source, you position yourself as a trusted ally in the media landscape.

Over time, editors will see that they can trust you and your peers, and your story pitches and news announcements will get a more favorable consideration.

Face-to-Face Connections

While digital communication is necessary, face-to-face interactions can be transformative. Attend industry conferences, workshops and networking events to meet journalists in person. These encounters work to humanize your brand and build a more personal connection. Have your PR firm reach out to reporters, bloggers, podcasters, editors, etc., to set up face-to-face meetings while you are at events. This is a great opportunity to have a sit-down with them to showcase your latest offerings and offer expertise on hot topics.

Keep Communications Open

Communication should not be limited to pitch emails. Regularly check in with journalists, inquire about their current projects and share updates about your business that might be of interest. Foster a two-way dialogue to maintain an ongoing, positive relationship. But be careful not to overstep and become annoying. Journalists are busy and receive many emails daily. Use your communications wisely by providing valuable feedback or information when applicable.

Sending a brief email when you see they’ve gotten a promotion or to congratulate them on an article or achievement is a nice way to stay top of mind.

Engage the Professionals

For businesses seeking swift and effective media representation, engaging a top PR agency can be a strategic move. These agencies often have pre-established relationships with journalists, bloggers and media outlets, saving valuable time in building connections from scratch. In addition, you should look for an agency that has specific experience in your industry. That will mean its staff understand the jargon and know all the key players – from journalists to bloggers to industry influencers – and can help to make sure you have the best representation on your side.

Top PR agencies bring not only existing relationships but also strategic expertise. They can craft compelling narratives, navigate media landscapes and position your brand effectively. The investment in a top agency pays off not just in media connections but in the overall strategic approach to PR success.

Long-Term Success

Building and maintaining media relationships are an art that requires time, dedication and a genuine interest in fostering connections. While it’s a journey that every business should embark on, leveraging the expertise of a top PR agency can provide a shortcut to success. Whether through personal outreach or agency representation, the key lies in fostering relationships that go beyond transactional exchanges, establishing a foundation for sustained media success. By following these tips and understanding the importance of time in relationship building, businesses can navigate the complex media landscape with confidence, ensuring that their stories find a receptive audience in the ever-changing world of public relations.

About the Author

Nicolle Martin is a senior account manager for Edge Marketing. She has more than 20 years of experience doing public relations and marketing in the legal and accounting industries.

Nicolle and her husband have two daughters in college and two dogs – both boxers – that have a lot of energy and keep them busy.

/by Nicolle Martin

by Megan Miller

For tech startups venturing into the legal or accounting technology space, precise targeting and strategic planning are imperative for success. Poorly targeted messages and campaigns not only waste time and money but can harm your reputation if seen as tone-deaf or uninformed. In these niche industries, it’s all about having a strong understanding of your audience and hyperfocused messaging that resonates with prospective clients.

Here are five important foundational steps to take as you focus your startup in the legal or accounting tech sectors.

  1. Identify Your Target Client and Be Specific

Begin by defining your ideal client. For example, if your product or service is designed for law firms or accounting firms, identify other defining characteristics, such as firm size, areas of specialty, geographic location and industry focus. Solo practitioners have very different habits and needs than do big law or the big four accounting firms, for example.

If your offering is intended for corporate teams or in-house professionals, consider company size, geography, vertical industry, regulatory environment. If you have satisfied early clients or beta users who find your product a great fit, they may be representative of your best segment.

Conduct market research to pinpoint specific firms and entities that align with your offering. How many firms fit your target profile? What technologies are common in that group? What are their challenges and pain points? How are technology decisions made in these firms? Industry analysts, statistics platforms and user surveys are good information sources.

  1. Analyze Your Competitors

In the competitive landscape of technology, it’s essential to gain insights into your rivals. Conduct thorough market research to understand the product features in the most popular competing solutions. Beyond product comparisons, look at each competitor’s strategy. What is its declared strategy? What is its source of funding? What companies does the competitor partner with? Has it made recent acquisitions? Is it visible in the industry and in the media? This information will offer a sense of competitors’ trajectories in the market. Also look at user comments and product reviews on social media, review sites and employment websites.

  1. Craft a Compelling Value Proposition

By this point you have spent several hours researching your market. Gathered intelligence will enable you to differentiate your startup, highlight your distinctive value propositions and capture the attention of firms and corporate entities seeking innovative solutions.

Synthesize your knowledge of your product strengths, the target customers’ needs and the available alternatives on the market. In the process you are looking to identify the unique strengths of your product that are solving a key problem, addressing a pain point or offering the customer an irresistible improvement on the current situation.

For each segment of interest, ask the following questions:

  • Is there a link between the segment members’ profile and the information products they use?
  • Is there a pattern around segment characteristics and their information purchasing and usage dynamics?
  • What emotional stake do prospects have? Appeal to their need for security, leadership, growth, personal success, etc.
  • What sources do they go to for information on technology options?
  • How should the solution be positioned in the context of its competitors?

Based on this data, craft a unique value proposition that clearly communicates the benefits of your product or service, highlighting how it solves the identified problem better than available alternatives.* The value proposition should be customer-focused, concise and easy to understand.

*Note that available alternatives typically include the status quo. The client will weigh new solutions against the option of not adopting a new product at all.

Be specific! It’s tempting to make a broad statement that suggests your solution is perfect for everyone. The problem is that type of statement doesn’t speak to anyone in particular.

Weak: Trusty Soft is the leading accounting software for law firms that need trust accounts.

Stronger: Trusty Soft is a cloud-based trust accounting solution that helps midsize law firms securely and confidently handle retainers, litigation settlements and business transaction proceeds.

  1. Select the Right Marketing Channels

Choosing the most effective marketing channels is crucial in the technology sector. Consider where your target markets typically engage and gather information. For instance, some firms may frequent industry-specific conferences, while corporations might rely heavily on digital platforms and industry publications. Consider the firm profile, specific specialty areas and industry sectors that resonate with your audience.

Resist the urge to jump onto social media or email marketing without first solidifying the message. Then, run A/B testing with variations on your message; the results will reveal which approach has the most appeal.

  1. Leverage the Power of Influencers

In the technology arena, building trust and credibility is paramount. This is where influencer marketing comes into play. Industry-specific tech influencers, including respected attorneys or accountants, technology or subject matter experts, analysts and high-profile consultants or bloggers, can lend their authority and expertise to endorse your solutions. Their endorsement exposes your startup to a broader audience and validates your offerings within the legal and accounting communities.

Now the Fun Begins

The work invested in research and strategy development is now beginning to pay off. Your value proposition and messaging will serve as a road map for the activities that most think of as marketing. Website design, tactical campaigns, events, public relations and educational content will be higher quality, more consistent and more successful.

Rinse and Repeat

Peter Drucker’s mantra “You can’t manage what you don’t measure” applies here. Despite all the research and analysis invested in understanding your market and crafting the message, accept that markets are dynamic. Measure campaign results and keep lines of communication open with clients using your product. Adapt and change to meet the changing market, and you’ll thrive.

Did you know?

Research from Google found that B2B purchasers are nearly 50% more likely to buy when seeing some personal gain or value in their choice. Also, when they perceive personal value in a product or service, they’re eight times more likely to pay more.

About the Author

Megan Miller is a marketing strategist focused on legal and accounting technology. She works with clients to research markets, establish objectives, and execute programs and campaigns that drive measurable growth. A tech marketer with over 20 years’ experience, Miller has built brands, trained teams and introduced successful products for global companies and startups. She writes on trends and topics in electronic discovery, data privacy, cybersecurity, and AI.

/by Megan Miller

by Jennifer Marsnik

Taylor Swift recently wrapped up the 2023 U.S. leg of her Eras tour. You don’t need to be a fan of her music to appreciate Swift’s business acumen, which has fueled the masterful way she’s built her brand and managed her reputation – no pun intended, as her 2017 “Reputation” album is among the 10 featured on the record-breaking tour.

The music industry might seem to have little in common with B2B professional services, but we can learn from how Swift connects with her audiences. The foundation of her success isn’t just about her product – the music she writes and sings – it’s about how she brands herself, creates engagement with her fans and leverages her reputation to build loyalty and keep them wanting more.

For individuals and businesses alike, a strong reputation is among our most valuable assets. Establishing it is only the first step; knowing how to use it can take you to the next level.

Brand vs. Reputation

A brand is how a company defines and presents itself and what promise it makes to its target market. It’s controlled by the company and should convey what makes the company relevant to its customers.

Reputation isn’t what a company says about itself, but the perception others have about it, its products and services – and whether it follows through on the brand promise it makes. Reputation is about credibility and legitimacy, which must be earned and maintained over time.

Have a Reputation Plan

While your reputation resides in the minds of others, you can influence their perceptions. Build a program for reputation management by defining goals and outlining a strategy to achieve them. Budget and available resources may inform tactics used, but consider who your target audience is, the best communication channels to reach them and, importantly, your key messages. To execute the plan, secure employees, customers, partners, industry experts and influencers to help share your messages. As your company and its offerings evolve and adapt to changing market needs and trends so must your goals and strategies for managing your reputation.

Establishing and maintaining a good reputation cannot be accomplished by a corporate team alone. Planning and monitoring are important steps, but the engagement of internal and external stakeholders is the linchpin of success. Just as complainers contribute to a negative reputation, a positive reputation requires others to be willing to share their voices on your behalf.

Lessons to Learn

Taylor Swift is a case study in effectively engaging fans, the media and others to amplify messages. But that success doesn’t happen by accident. She is known for meticulous planning around everything she does. Beyond her skillful approach to building anticipation for new album releases and tours, she has created a legion of fans dubbed “Swifties” who espouse her virtue to anyone who will listen and defend her relentlessly. And they spend millions of dollars to attend concerts, purchase merchandise and stream her music, even buying the “Taylor’s Version” rereleases of her early albums.

Swift knows and respects her audience and understands how to reach them, talking to them even when she’s not selling anything. Her authenticity in how she communicates directly with fans is among the reasons Swifties are so loyal. She creates things she knows they want, builds genuine excitement and then – and this is key – follows through with experiences that leave them wanting more.

Professional services organizations have different target markets from pop stars and use different channels to build their brands and communicate their key messages. But Swift offers useful examples for how to connect with an audience, foster engagement and build loyalty by leveraging a strong reputation.

Did you know?

Taylor Swift: Improving the U.S. economy one tour stop at a time…

As stated by Fortune, a recent report from research company QuestionPro said the Eras tour could generate $4.6 billion in consumer spending in the U.S. alone.

About the Author

With Edge Marketing since 2007, Jennifer Marsnik specializes in helping clients develop and implement strategic plans that support their overall business goals.

She lives in the Twin Cities area with her husband and enjoys golf and cheering on the Twins, Vikings and U of M Gophers. With her two Swiftie daughters home for the summer, Jennifer has listened to a lot of Taylor Swift music the past few months and finds herself knowing more about the artist and her Eras tour than she ever thought possible. #LongLive

/by Jennifer Marsnik

by Cindy Kremer Moen

Content has become an essential tool for businesses to engage with their audiences. Gating content, or requiring users to provide personal information before accessing specific material, has emerged as a common strategy in relation to sharing content. While this approach offers benefits such as lead generation and eventually revenue generation, it also presents challenges in terms of user experience and reach. What are the pros and cons of gating content? And what impact might gated or ungated content have on your business?

Pros of Gating Content

Gated content has become the gold standard for lead generation in business-to-business marketing. Potential clients are willing to give you their personal information – knowing they might now become a sales prospect – just to gain access to your content when it is perceived as valuable. The pros of gating content include:

Lead Generation: Gating content allows you to collect valuable user data, such as email addresses or demographic information, in exchange for access. You can use this data to build a robust customer database and drive targeted marketing campaigns. By capturing user data, you can nurture prospects and convert them into leads and then clients.

Audience Segmentation: Content gating allows you to segment your audience based on the type of content they are interested in. This information can be used to personalize future communications and deliver content that is more relevant to specific groups, leading to better engagement.

Quality Control: Gating content ensures that only those genuinely interested in your material will access it. By using a form as a barrier, you can filter out casual visitors and focus on catering to a more engaged and invested audience. This can enhance the overall quality of interactions.

Enhanced Data Collection: In addition to gathering lead information, gating content can provide valuable data on user behavior, preferences and interests. You can then analyze this data to optimize your content strategy and marketing efforts.

Cons of Gating Content

Recently, some businesses have skipped the gating process entirely, opting for free, easy access to valuable content with the expectation that more people having access to their content will lead to more prospects. The cons to gating content include:

Reduced Reach: Implementing a content gate can limit the reach and exposure of your material. Many users may be unwilling to provide personal information, resulting in a smaller audience. This reduced exposure can impact brand awareness, diminish organic reach and hinder the potential for viral or organic growth. When content is behind a gate, search engines and social media platforms may not be able to index or share it, leading to reduced organic reach and potentially impacting your website traffic.

User Experience: Gated content often creates a barrier between the potential audience and the desired material, negatively affecting user experience. Visitors who encounter multiple content gates or complex registration processes may feel frustrated or discouraged from engaging further. It is essential to strike a balance between collecting information and providing a seamless user experience to mitigate these concerns.

Perceived Value: The decision to gate content may influence how users perceive its value. If users encounter multiple instances of low-quality or uninteresting gated content, they may become skeptical about providing personal information in the future. You should ensure your gated content offers value and justifies the gating strategy to maintain user trust.

Missed Opportunities for Engagement: Gating content prevents casual visitors from accessing it, which means you might miss opportunities to engage with a broader audience. Some users may not be ready to provide their information yet but would still benefit from consuming your content.

Competitor Advantage: If your competitors offer similar content without gating it, users may prefer their approach, as it requires less effort and zero sharing of personal information.

Conclusion

Gating content has its advantages and disadvantages, and whether you should use it depends on your specific goals and type of content. While it can provide lead generation opportunities and eventually revenue streams, it may also limit reach and compromise user experience. Striking the right balance between capturing user information and delivering a seamless experience is crucial to maximizing the benefits of gating content while minimizing the drawbacks.

Ultimately, you should carefully assess your target audiences, objectives and the value proposition of your content before deciding whether gating is an appropriate strategy. Excessive gating may lead to user frustration, reduced website traffic and a negative impact on search engine optimization efforts. A thoughtful approach, where some high-value content is gated and other content is easier to access, likely will yield the best results.

Did you know?

According to Instapage.com, as much as 80% of B2B content marketing assets are gated.

About the Author

Cindy Kremer Moen has helped Edge Marketing clients with strategies and tactics to meet their goals since 2006. 

She and her husband have two college-aged sons and recently relocated to fulfill a lifelong dream of living near the shores of Lake Superior.

/by Cindy Kremer Moen

by Vicki LaBrosse

Generative artificial intelligence has transformed various aspects of public relations functions, offering new possibilities for communication and engagement. ChatGPT, an advanced language model, has emerged as a powerful tool for automating PR tasks. While ChatGPT can streamline processes and improve the efficiency of certain functions, it is important to consider that its most recent training data is already nearly two years old (a lifetime in the tech industry) and that human interaction and skills remain central to PR purposes.

 

Relationship Building and Personal Connection

Media relations rely heavily on relationship building and establishing personal connections with various stakeholders, including journalists, influencers and the public. Generative AI tools can help provide information and respond to queries; however, they lack the ability to build genuine connections. Human interaction brings empathy, emotional intelligence and the ability to connect on a personal level, which are vital for fostering trust and credibility in PR efforts.

 

Crisis Management and Reputation Protection

In times of crisis, effective PR relies on swift and thoughtful response management. While ChatGPT can handle routine inquiries, it may struggle to address complex or sensitive issues. A PR partner who knows your company becomes crucial during crises as they possess the experience, judgment and ethical understanding necessary to navigate delicate situations, protect the organization’s reputation and communicate effectively with the media and the public.

 

Adaptability and Flexibility

ChatGPT operates based on predefined algorithms and responses. However, PR situations often require quick thinking, improvisation and the ability to adapt to changing circumstances. PR professionals are able to respond appropriately to unforeseen events, adjust messaging strategies and effectively manage evolving PR campaigns.

 

Ethical Considerations and Decision-Making

Public relations professionals are bound by ethical guidelines and must make informed decisions when interacting with the media and the public. Generative AI lacks the moral compass and ethical judgment required to parse complex ethical dilemmas. PR pros have the ability to make nuanced ethical decisions, considering various factors such as transparency, accountability and stakeholder interests.

 

Brand Voice and Identity

Maintaining a consistent brand voice and identity is vital in PR efforts. While ChatGPT can be trained to mimic a specific brand’s tone, it may still lack the depth of understanding required to fully embody the brand’s essence. Marketing and communication specialists have the talent to infuse the brand’s personality, value, and vision into all communications, ensuring a cohesive and authentic representation.

 

Creativity and Strategic Thinking

PR often involves creative thinking, strategic planning and out-of-the-box ideas. Generative AI can provide factual information and respond to specific queries, but it lacks the creative capacity to generate innovative PR strategies. A PR team can brainstorm ideas, develop unique campaigns and leverage their creative and strategic thinking to make a lasting impact.

 

While ChatGPT offers undeniable advantages in streamlining PR processes, it is crucial to recognize the indispensable role of human interaction in public relations. PR professionals bring contextual understanding, personal connection, crisis management skills, adaptability, ethical decision-making and creative thinking to PR efforts. Combining the strengths of ChatGPT with human expertise allows organizations to leverage the efficiency of generative AI while maintaining the essential human involvement.

About the Author

Vicki LaBrosse, director of global public relations for Edge Marketing, works with clients to develop and execute comprehensive PR and marketing strategies that will help grow their business.

/by Vicki LaBrosse

by Mary Obregon

When working with clients, we see a lot of common questions about using LinkedIn for strategic growth. Many people and companies are on this platform, and many are looking for answers on using it to its full potential. Here are some of the top questions that clients ask when it comes to leveraging LinkedIn for marketing:

  1. What kind of company policies or requirements should be in place?

When implementing LinkedIn marketing strategies, it is important to have certain company policies and requirements in place to ensure effective and compliant use of the platform. Some key policies and requirements to consider are:

  1. Content guidelines
  2. Employee guidelines
  3. Data protection and privacy
  4. Compliance with LinkedIn terms of service
  5. Intellectual property rights
  6. Employee advocacy guidelines
  7. Compliance with advertising regulations
  8. Monitoring and response protocols
  9. Performance metrics and reporting
  10. Continuous education and training

Consulting with legal and compliance teams will ensure that your company policies and requirements align with applicable laws and regulations. Additionally, regularly review and update your policies to reflect changes in LinkedIn’s features and guidelines, as well as any evolving legal or industry requirements.

  1. Is social media amplification software effective?

The use of amplification software on LinkedIn is a topic of debate. While some people may argue that it can help you expand your network and reach, others view it as an unethical practice that can potentially harm your professional reputation. It is important to consider the platform’s terms of service and community guidelines, as employing automation software may violate those rules. Instead of relying on amplification software, it’s generally recommended to focus on building authentic relationships on LinkedIn. Engage with content that genuinely interests you; contribute meaningful comments; and connect with individuals you genuinely want to engage with professionally.

Should a company decide to implement amplification software anyway, understand that it will only pull content that already exists online rather than provide original content crafted by marketing. Imagine a negative review or nonfavorable piece of content getting queued up for posting by your amplification software and then blindly getting shared by staff to an exponential number of followers. Even with heavy monitoring, the risks don’t outweigh the reward.

  1. What size of company is best for amplification software?

The decision to use amplification software for marketing purposes is not primarily determined by the size of the company, but rather by the specific marketing goals, strategies and ethical considerations of the organization. A professional marketer who knows how to optimize your content to the right audience and can help solidify marketing goals may be more effective than amplification software. And a professional could also help determine whether amplification marketing would benefit the company.

  1. What are the different subscription levels within LinkedIn? Which do you recommend?

LinkedIn offers several subscription levels for users:

  1. LinkedIn Basic (Free): This is the standard account level that provides basic features such as creating a profile, connecting with other professionals and accessing limited job search features.
  2. LinkedIn Premium Career: This subscription is focused on job seekers and provides enhanced features for career development, including advanced job search filters, InMail credits to message recruiters directly and access to LinkedIn Learning courses.
  3. LinkedIn Premium Business: This subscription is designed for professionals and businesses looking to expand their network and generate leads. It offers additional features such as advanced search filters, access to insights and analytics and the ability to send InMail messages to any LinkedIn member.
  4. LinkedIn Sales Navigator: This subscription is tailored specifically for sales professionals. It provides advanced lead generation and sales prospecting tools, including lead recommendations, advanced search filters, CRM integration and real-time updates on prospects.

For marketing, the recommended subscription level would depend on the specific goals and requirements of the company. If the focus is on personal branding, networking and job opportunities, LinkedIn Premium Career would be suitable. If the objective is to expand the reach, generate leads and analyze campaign performance, LinkedIn Premium or LinkedIn Sales Navigator would be more appropriate. It is recommended to evaluate the features and pricing of each subscription level to determine which one aligns best with your marketing objectives and budget.

  1. What have you seen as successful in terms of gaining followers?

After working with many clients over the years, and adapting to the changing times, we have developed and implemented strategies and tactics to help businesses grow by leveraging LinkedIn. We have crafted campaigns for organic follower growth and sponsored content leads and have seen exceptional results. When utilizing LinkedIn’s hypertargeting capabilities and carefully crafting content that resonates with that audience, the results flourish.

There are so many questions when it comes to LinkedIn. As things only continue to rapidly change and accelerate, it is important to keep up with the trends and use them to your advantage. With the help of experts like our seasoned marketers here at Edge, there is no doubt that your business will blossom.

About the Author

Mary Obregon joined the Edge team in September 2020, amid the pandemic, in order to gain experience in the field by any means. Mary is now HubSpot certified, Yoast certified and Google Analytics certified!

When not working, Mary is most likely spending time with friends, family or her boyfriend.

/by Mary Obregon

by Tanya Amyote

In today’s digital world, a website is an integral part of any business; however, simply having a website is not enough. Unlike a crockpot meal where you can set it and forget it, for a website to stay relevant, competitive and dynamic you must regularly reevaluate it to ensure your content, design and “behind the curtain” tools are modern, user-friendly and accessible, giving your prospects a true and up-to-date picture of your business and your offerings.

How often should a company conduct a website reboot?

While there is no set rule for how often a website should be updated, here are some factors to keep in mind:

  1. Your business itself: Has your company undergone a significant change? A merger or acquisition? A rebranding or new product launch? A pivot to a new vertical? These are all great reasons to take a look at your website and make sure it contains the information you want your prospects to see first.
  2. Technology: Our industry moves at a breakneck pace, and with more and more business being conducted on mobile devices, your website needs to be optimized for the various devices, browsers and operating systems used today.
  3. Trends: Ensure your website design is modern, your technology is up to date and you are ahead of the curve in meeting the latest accessibility guidelines (more on those later).


You’ve decided to do a website reboot. Now what?

  1. Set clear goals. Before making any updates to your website, define the objectives for what you want to achieve. This will help you stay focused and establish that your updates align with your overall business strategy. Do you want your website to be primarily a knowledge base for your clients? Or are you more focused on lead generation? Determining the primary goal will help you outline the best path forward to meet that goal.
  2. Engage a professional. Your website is often your first point of contact with a new prospect. Don’t let an outdated or clunky design be your prospect’s first impression of your company. Redesigning a website requires commitment from all stakeholders, including designers, developers, content creators and business owners. Failure to communicate realistic timelines and expectations can lead to a website that is incomplete or ineffective.
  3. Pay attention to “behind the curtain” considerations such as search engine optimization and accessibility. From adding alt text to images to the planning of the website site map structure to keyword research, taking time to consider updating such factors early in the process will help prevent redundant efforts later.

Digging a little further into that last point, with the increased awareness of the need to nurture cultures of diversity, equity and inclusion in the workplace, accessibility is an important consideration when developing and updating your website.

Ensuring that your website meets accessibility guidelines allows people with disabilities to use your content effectively. For example, people with low vision or colorblindness can benefit from designs using high-contrast color palettes, while people who have difficulty using a mouse can benefit from features such as navigation through keyboard shortcuts.

The successful creation or update of a company website can be a complex process requiring specialized skills and experience. By engaging a strategic marketing consultant to walk you through the process, you gain access to the latest tools, insights and talent, optimizing your content and design, boosting your company’s rankings in search engine results pages and assuring your story is seen by your target audience.


About the Author

Tanya Amyote joined the Edge team in 2016, as marketing assistant, Excel enthusiast and token Canadian.

When not solving the world’s pivot table problems, Tanya is an avid reader, fountain pen user, and advocate for diversity, equity and inclusion.

/by Tanya Amyote

by Nicolle Martin

It’s that time of the year! Trade show season is in full swing! I just got back from ABA TECHSHOW in Chicago and was so happy to see that things seem to be back to normal. While there was still some masking, the attendance levels appear to have come back up and it was so nice to see so many friends and colleagues in person again!

If your company is going to be sponsoring a trade show or if you are attending an event anytime soon, there are some important things you should take into consideration. We all know that preparing for a trade show can be a daunting task, but with the right planning and organization, it can be a great opportunity to showcase your company’s offerings and your expertise while connecting with current and potential customers.

Set Goals

Outline your goals for the event. What do you hope to accomplish? Sponsoring, and sometimes even just attending, a trade show can be an expensive endeavor. Make sure you think about what you want as an outcome so you can outline the steps you need to put in place to get there. A few things to think about include:

  • Do you want to generate leads?
  • Are you looking for brand awareness?
  • Are you launching a new product?
  • Are you there to network?
  • Are you there for education and thought leadership?

Understanding what you want to get from the event will help you identify the best way to accomplish that outcome.

Attendance

Whether you are having a booth, speaking at a session or two or there to network with other attendees – have a plan. Consider what each day will look like and prepare accordingly.

If you have a booth, work with your team to let them know what goals you have set for the event. Have a schedule so that you can take full advantage of your time to get in front of the attendees.

If you are there to meet with other thought leaders and network, make sure you look at the agenda and identify the sessions and networking events you want to attend ahead of time.

Promotion

Let people know you will be at the trade show through your company website, social media, email campaigns and whatever other channels you have at your disposal. Set meetings in advance whenever possible. Continue your promotions while you are at the event. Send out information so others know you are there and can see what you are doing.

Follow-up

After the event is over, make sure you follow up with any leads you made while there. This is your opportunity to thank them for their time, remind them of the interaction you had at the event and build a relationship. This is the part of event planning that many people and companies fail to do, but it is a critical one. Do not miss out on your opportunity to connect with the people you met one more time while the interaction you had with them is fresh in their minds.

Trade shows are a large part of most marketing budgets because with the proper planning and forethought, they can be a valuable asset to any marketing plan and produce positive outcomes.

 

About the Author

Nicolle Martin is a senior account manager for Edge Marketing. She has more than 20 years of experience doing public relations and marketing in the legal and accounting industries.

Nicolle and her husband have two daughters.

/by Nicolle Martin