<![CDATA[Marcomm Strategy, Design, Content and Media House

<![CDATA[Marcomm Strategy, Design, Content and Media House - Illuminate Blog]]>Sat, 31 Jan 2026 00:12:19 -0700Weebly<![CDATA[Getting Noticed Through PR & Media Relations.]]>Tue, 12 Jul 2022 16:50:32 GMThttp://www.fireflystrategies.com/illuminate-blog/getting-noticed-through-pr-media-relations

Photo by Mikhail Nilov

Article by: Rubina Cohen

I read an article published online that claimed press releases are dead. I disagree, but the sentiment does speak to the current frustration of journalists and reporters. Publications receive hundreds—and depending on the publication, sometimes thousands—of press releases each day, marked “For IMMEDIATE Release.” How does a reporter decide out of hundreds which “immediate” release is worthy of publication? There are a few rules of the trade that I'll share with you. But, before we get into what a press release should look like and what you should write in a press release, let's talk about building relationships with journalists... shall we?

It's absolutely necessary for every business and promotions professional to understand that journalists and reporters are not interested in helping you make money. What journalists are interested in is publishing a great story that is newsworthy and timely, that is satisfactory to the editor and will be important to the readership of the publication.

Journalists look to experts they know for their information. That's why it's vital that business owners define goals in their upcoming marketing and promotions plans to:

Establish themselves as experts in their industries.
Work at building relationships with key media figures related to their field.

Here are some guidelines to achieve these goals:

RESEARCH: Make a list of the people that are writing about your industry or writing for the people you sell to, and contact them. Look back at your marketing plan. Who is your target market? What publications do they read? What websites do they visit? What blogs are they subscribing to? When you know this information, go to those sources and read them. Read it carefully to pinpoint who is writing about what. Make a quick little spreadsheet (see resources below for a free spreadsheet program) with their contact information and the subject they write on. When you call them, let them know you've read their work and that you liked what they wrote (say this only if you really like what they wrote), tell them you wanted to introduce yourself and leave it at that. Contact them consistently from that point forward. Keep notes in your spreadsheet on what you talk about and when you last contacted them.

ENGAGE: Leave comments on the blogs you found your target market subscribes to. More and more, blogs are being accessed for information by reporters. Blogs are an excellent way to establish yourself as an expert. Before you go start your own blog, visit the blogs that you researched when you were making your marketing plan and leave thoughtful comments on the posts you read there. Also, send an introductory email to the author of the blog. You might get invited to be a guest author on their site and get published. Once you get a feel for this and how they work, then start one of your own. (See link to free blog resources below.)

OUTREACH: Get backlinks on pertinent websites. This one is a little harder than it sounds. Basically, since you know your target market hangs out at a certain website, you can ask the owner of the site to have a backlink to your website in exchange for a backlink to their website from yours. The goal, once folks are at your site, is to keep them there as long as possible to convert them into a customer, so not many business owners, especially those directly competing in your field, will be willing to do this. But, look for those businesses that complement your business rather than compete with you. The more backlinks you get to your site, the higher you rank in searches, and that makes it easier for reporters to find you when they do searches related to your industry. (More on this in an upcoming article on simple SEO tips.)

Once you are consistent about contacting key reporters and journalists, leaving comments on blogs, posting your own blog related to your industry and working with complementary businesses to establish backlinks to your site from theirs, you will start to establish a place in your industry as an expert.

Press Release and Pitch Etiquette

Now we can talk about what reporters want to read about in press releases. We care about this because they know better than you do what their subscribers want to read about. Generally speaking, a press release should be timely and newsworthy. It has today's date so it's timely... right? Not so. “Timely” for reporters mostly means that it relates to something going on in our world that is a trend, such as the state of the economy, health care, or something specific to your industry. Knowing this, it's much better to write about, for instance, the latest research on the effects of herbal supplements on an individual’s overall well-being, vs. writing a press release on the launch of a brand-new website that sells herbal supplements. So, take news in your industry, write about it, and tastefully include your company's bio and contact information towards the end of your press release. The idea is to move away from essentially writing ad copy and towards providing real information. Here are a few more tips:

Make sure you are following the correct format. Download a sample HERE.
Make sure you distribute the press release the way the reporter/publisher likes to receive it. (When you call them, ask them how they like to receive press releases.)
Call your media contact the day you send the release and then the day after to make sure they got it.
If your press release doesn't get published, don't take it personally but make sure to ask them why and what you might do differently next time.
Have several other pitch ideas ready when you call, in case they want something different.

PR and media relations is a long game. If you are doing this for yourself or for clients, remember to set the expectation, that reporters, writers, journalists, editors are chaotically busy. Doing consistent follow up and pitching the right ideas takes long term and consistent planning and action. So, stay at it and don't give up. AND if you need help, we're here to help.

]]><![CDATA[Marketing Industry Overhaul Needed]]>Wed, 05 Jan 2022 22:22:58 GMThttp://www.fireflystrategies.com/illuminate-blog/marketing-industry-overhaul-needed

By: Rubina Cohen, CEO + Principal of Firefly Strategies Global

As I sit here contemplating the changes and direction we need to go as a company, and as I've completed a few marketing strategies and plans for clients, I see they have taken a new focus. Our plans and strategies are looking at human-centered outcomes rather than focused solely on profit driven ones. With that I am compelled to write and share today what I have been feeling for some time now, and that is that the marketing industry desperately needs an overhaul.

Marketing is long overdue for a drastic overhaul, with brand new systems, principles and laws to help determine success, sustainability and well-being of companies and their customers. It's not just a gut feeling anymore, it feels absolutely and definitely time to re-examine the modus operandi of marketing and it about time we turn to and look at other models particularly those offered in nature, indigenous wisdom traditions, as well as biological and physics models, to re-design and create innovations in marketing.

I anticipate that as we look into this further, we'll start to delve into business and economic models as well...marketing is a an arm of business operations and businesses are in large part what make up our economy.

I am witness to a tremendous amount of stress, seeing the mental health crises both personally, professionally on a local and global scale, am surrounded by sickness and illness that can be linked back, sadly, to marketing, marketing strategies, marketing tools that are currently prevalent in our society. Without a serious commitment to a thorough critical examination that then leads to a re-design of marketing, I don't see how these symptoms are going to change. I know other industries and systems play a role in our well-being and that of the planet, but as a marketer I feel called to look at the areas that I participate in and thus can have greatest impact on.

How can marketing be conducted based on outcomes that go beyond the purchase?
What marketing tools are creating environments, scenarios and conditions that are toxic to customers?
What content does not serve the well-being of the purchaser?
What role does marketing play in elevating the quality of life of the consumer?
What delusions does marketing create around the phrase QUALITY OF LIFE and how can marketing truthfully and honestly provide quality of life enhancement for the consumer?
Can marketing be designed to look beyond profit and have profit be a by product of something greater that benefits tremendously both the company and the customer?
Can marketing create positive impact that spans generations?
Can marketing create situations where vitality can occur for the consumer and for the planet?
Further, can marketing help consumers thrive, become resilient, rather than create conditions that enable divisiveness, fear, narcissism and loneliness?

As my company Firefly Strategies Global and I enter 2022 these are the questions we are challenging ourselves to ask and the work we are stepping into, boldly and humbly. I can only imagine the harsh lessons we are about to more clearly see and learn about and yet, I am excited about the conversations, clients, connections, collaborations, we will create based on this path we are setting forth! Happy New Year!

#marketing #achangeiscoming #industryoverhaul

Are you looking for a Marcomm partner to help create greater impact and reach? To build authority worldwide? Book a free marketing advisory session call with us.

click here to schedule now.

]]><![CDATA[Elevate your social media.]]>Thu, 30 Sep 2021 16:54:06 GMThttp://www.fireflystrategies.com/illuminate-blog/elevate-your-social-media

Today, Jey Bernal our Senior Marketing Manager at Firefly Strategies Global share 3 "out of the box" tips to elevate your social media and provides inspiration to create content for your channels next week. So, grab a notebook, something to write with and watch this video. Make sure to jot down all of your ideas and "aha" moments. Let us know if you need help with implementing ANY of your ideas. We are here to help!

click here to book a free strategy session.

]]><![CDATA[Squarespace Tips & Tricks to Make Life Easier]]>Thu, 26 Aug 2021 19:05:20 GMThttp://www.fireflystrategies.com/illuminate-blog/squarespace-tips-tricks-to-make-life-easier

By: Leo Acero | Website Specialist at Firefly Strategies Global

If you’re using your Squarespace site to sell—pretty much anything, you should be using their mobile app. It’s basically like having a super-powered website editor right in your pocket. Even better: this app makes it ridiculously easy to update your website, anytime, anywhere!

In my opinion, Squarespace’s Commerce app is one of web design’s most underused resources. When I’m designing a website for Firefly Strategies, this app makes it so easy to make quick edits when I’m not at my home office.

So, how else can we make website building easier? Here are a few tips and tricks to help you out!

PICK YOUR TEMPLATE WISELY
You can save yourself a lot of time if you pick a premade template right from the start. If there's a Squarespace template that has a lot of the styles that you really like—such as different font types, varied button styles, banner overlays, etc.—choose your favorite one to use as a base; you'll do less work in the Style Editor later.

WRITE YOUR COPY FIRST
Another thing I love to do to make my website design process super quick is to prep all my copy before I even start designing. I do this for my own websites as well as websites I create for my clients.
I keep all the text for my website (headings, body text, button text, and calls to action) in a Google Doc, then I just copy and paste the text from the Doc into my Squarespace site. Easy!

USE THE DUPLICATE FEATURE
Squarespace recently rolled out the duplicate feature for album page tracks, blog posts, cover pages, events, gallery page images and videos, and products and regular pages. This tool makes creating uniform layouts SO MUCH EASIER! Trust me, it’s a game changer.

The hardest part of web design is getting started. I've heard of people spending months or even years--yes, years--just deciding which platform and template to use. Trust me, trust your instincts, and try my tricks. You won’t regret it!

]]><![CDATA[On Nonprofit Communications in 2021 and What We Learned From the Year Behind Us]]>Thu, 19 Aug 2021 06:00:00 GMThttp://www.fireflystrategies.com/illuminate-blog/on-nonprofit-communications-in-2021-and-what-we-learned-from-the-year-behind-us

By Adrienne Harvitz | Market Research Specialist for Firefly Strategies Global

When it comes to the world of communications, strategies must reflect the overarching trends of the time and those specific to the sector of the client or audience to which the messaging caters. In this short piece, we will take a look at the overall communications climate in the nonprofit sector at the dawn of 2021.

As you may be aware, 2020 was a year that deeply impacted the whole field of communications, particularly in the arenas of social justice and equity-based language. It became critical for companies, organizations, and individuals to communicate through very intentional vocabulary choices while simultaneously understanding a rapidly evolving lexicon. The act of allyship became a priority, especially for those of us working in social justice-based work. It became critical to demonstrate solidarity with marginalized populations, including communities of color, LGBTQ+ communities, communities of disability, economically disadvantaged communities, and rural communities.

It even became commonplace for companies and organizations to embrace equity and anti-racism based trainings for their staff and leadership teams, not only to learn the right language to use in their work, but to more deeply understand the reason for and meaning of such actions and to take action toward the greater good on a deeper level than just words.

The work of equity and allyship is not simply hosting a one-time training or drafting an anti-racism policy; it is an ongoing commitment to awareness, learning, and communicating in response to a changing landscape. Staying in step with voices representing diversity within your organization and network—and listening to leaders who represent marginalized communities—is critical.

Several engagement approaches can be quickly incorporated into any organization’s communications strategy. Surveys or “email us now” buttons at the end of emails and newsletters—among other techniques—can be employed to maintain consistent opportunities for two-way communication with your audience. These methods allow your organization to practice receptivity with colleagues, staff members, clients, grantees, and community members. Consistent engagement that demonstrates etiquette, inclusion, and respectful discourse on sensitive subjects on your organization’s social media accounts is equally vital. Hosting virtual events that have a Q&A, open discussion, or town hall component can be a great way to invite, hear, and share perspectives and showcase your reflective listening and community-centered values.

It is greatly beneficial to communications professionals to follow voices of commentary on this field; more specifically, to follow a collection of writers on nonprofit practices that represent diverse populations’ perspectives. By following these writers, communications professionals can align the organization’s communications with the messaging from these authors and make their content echo voices directly from the communities they support and serve.

See below for a list of the nonprofit writers and bloggers we recommend communications pros follow to keep a finger on the pulse of trends and hot topics in the nonprofit world.

Beyond the social justice and equity piece, business as usual was flipped on its head in many other ways in 2020. Communications strategies overall had to be revised as teams worked from home. Entire methods of interfacing with colleagues and clients were erased.

Here are some takeaways from the year we’ve had to help nonprofits excel (from the 2020 Nonprofit Marketing Guide Trends Report):

Use editorial calendars.
Set good boundaries around how team members manage time, so they are not always “on.”
The biggest difference between the most and least effective teams is frequency of communications.
Email is now the most important communications channel for nonprofits.
Most nonprofits are sending email to their lists weekly or several times a week.
Instagram overtook Twitter and YouTube to become the #2 social media network after Facebook.
Using calls to action in messaging generates greater engagement.

Nonprofit culture and content creators or bloggers we recommend following:
https://communitycentricfundraising.org
https://nonprofitaf.com
https://www.thirdsector.co.uk
https://ssir.org
https://www.weforum.org
https://nonprofithub.org
https://www.classy.org/blog/
https://www.thestorytellingnonprofit.com/blog/

]]><![CDATA[PR 101: 3 PR Tips For Small Businesses]]>Thu, 12 Aug 2021 06:00:00 GMThttp://www.fireflystrategies.com/illuminate-blog/pr-101-3-pr-tips-for-small-businesses

By Myla Ashton | Marketing & PR Coordinator for Firefly Strategies Global

Whether you just started a business or have an established business, PR is crucial to any business's success. Marketing and PR go hand in hand, and to be successful, you must include both to help your business, but you do not always need a PR firm to help you. PR can help generate revenue and thousands of views from your target audience, and guess what, you can do it yourself!

1. Tell Your Brand Story
Telling your brand's story is crucial to market and transform your brand. It is the best way to connect with your customers. Consumers love to hear the story behind your brand, why you started your company, what you wanted to improve and why it matters to you. They want to be invested in your brand, and by putting your story out there, they will feel connected to you and your business. Storytelling is not just a want. It is a need for you to maximize your business overall.
A few keys to remember when writing your Brand Story:

Be Authentic
Keep it Simple
Make it Personal

2. Perfect Your Pitch
Before you pitch your products or services to publications, perfect them! Be sure you have done your research, look into your competitors, learn from their mistakes, see what you would change about their products to improve your own products and services. A great product will receive better press than an average product. Perfect, perfect, perfect!
This can, of course, take some time; it can be helpful to reach out to friends or family to get their feedback on your products. This will help you improve your products and brand overall. This process will pay off over time, and your consumers will enjoy a perfected product from your business.

3. Be Active On Social Media
If you are not on social media in our day in age, you are doing it wrong. Social Media can take your brand above and beyond; taking the time to create and post a few times a week will build your online presence and help you connect to your target audience.
Each social media platform has its own benefits, and the best way to start is on Facebook and Instagram; you do not have to be on every platform all at once. Social Media does not have to be a stressful, overwhelming project; make it fun! Social Media is the perfect place to show the world your brand and connect with your customers.

A few tips for creating content for your brand:

Use your logo so your consumers can easily identify your company.
Use or create eye-catching images of your products.
Hashtags! Don't forget to use hashtags; it is the best way new consumers can find your products.

PR for your business does not have to be complicated. Using the simple steps above can help you grow your business and reach new consumers.
If you are looking for a Marketing or PR agency, Firefly Strategies Global is here to help! We provide world-class Holistic marketing + PR strategies to generate tangible outcomes for your brand.

Contact us today, and let's see if we can provide the right solution for you!

Myla is a savvy connector and marketer with a keen sense of knowing what the client needs along with her ability to quickly grasp the branding and messaging of a client. She crafts meaningful pitches and creates content that connects with key audiences. Her experience in fashion sales and merchandising as well as her experience in creating social media content and stories for clients in these industries gives her the edge she needs to make sure she lands features, collaborations and valuable exposure for our clients.

]]><![CDATA[4 Key Questions to Ask Before You Start Developing A Marketing Planning]]>Mon, 19 Oct 2020 06:00:00 GMThttp://www.fireflystrategies.com/illuminate-blog/4-key-questions-to-ask-before-you-start-your-2014-marketing-planning

The year is almost over. For businesses and organizations, this means brainstorming new ideas for 2021. Before you jump into planning, I suggest you do a little thinking. When you THINK strategically, you ask yourself questions, and questions lead to ideas, solutions, and innovation.

Take some time to reflect on the four key questions outlined below. These questions will help you examine and critique your marketing plan while allowing new ideas and strategies to emerge.

Let's get started!

1. What worked and why?

This question assesses how well last year’s plan worked for you. Chances are your plan started as a few great ideas from the beginning of last year; now’s the time to gauge how well they did before you spend more money, time, and energy on ideas that may net the same results. Make a list of what you did, then ask yourself, "What worked?" Keep the answers simple. Then, ask why.

For example, if you circle networking, be sure to ask yourself, "Why did networking work for me/us last year?" The answer may be: "I went to the right events and made contact with the right people." Or you might write down: "I joined a networking group that offered referrals and those referrals really paid off."

2. What didn't work and why?

It’s equally important to follow up with this question, as you don't want to continue pouring time, money, and energy into something that isn't working. So, ask yourself: “What didn’t work?” Then circle those things and write down why.
You only learn when you ask questions.

3. What is my purpose for marketing in 2020? What goals do I want to accomplish to fulfill this purpose?

Your purpose may be the same for 2020, but you shouldn't assume. Things are constantly changing in our entrepreneurial era. Flexibility is key. Your purpose can change from year to year; chances are it will happen even more frequently than that.
So, ask yourself: is the purpose of my new plan the same as last year’s or do I need a new focus? What do my goals look like? Get detailed, write it down, and don't forget to include at least 2-3 goals that will help fulfill your overall purpose.

4. Am I clear on my target market or has it changed?

This is another question that people often think, "Seriously, again?" And my answer is always: YES! Always work to hone your target market. Focus on one group at a time and work on a single message that really resonates with them. Once you've done a good job targeting them, you can choose another group.

This question is even more essential if your purpose and goals are changing in 2020. Will targeting your current audience help you to achieve your goals? Do you need to choose a different target market to get your desired results? Think hard, take notes, and be crystal clear.

Once you answer these questions, you’ll be well on your way to creating a fantastic marketing plan for 2020.
Do you have essential questions you ask yourself when you conduct business reviews? Did you try out my suggestions? What were the results? I'd love to hear from you!

To your illumination,

]]><![CDATA[Step into 2020 brimming with deep confidence.]]>Mon, 30 Dec 2019 07:00:00 GMThttp://www.fireflystrategies.com/illuminate-blog/step-into-2014-brimming-with-deep-confidence

In the spring of 2019, I was taking a much-needed hike with a good friend and I was going on about how I felt like nothing was going right for me. Even though I had just completed the 28 Day Marketing Challenge program with rave reviews and launched the Women Entrepreneurs Circle—not to mention my daughter was crazy fun—I was still feeling as though I was falling down a dark hole with no end in sight. I told her that this feeling of uncertainty and instability sparked anxiety and somehow managed to crush my self-confidence. Though I was doing so many great things and living a seemingly awesome life, I felt things were spiraling out of control and I was headed towards a slow doom.

This led me to do what I have always done when I get this way (and no this was not the first time I experienced this): I researched. I sought out a dozen or so books, signed up for innumerable self-help webinars, newsletters, audio programs, teleconferences, and read an infinite number of blog posts and articles, all in the name of "fixing" whatever it was I was going through. I remember one of the prayers that passed my lips one of those nights, "God, please fix me!" Why the hell couldn't I find any solace, or better yet, an answer to my problems in any of the outside sources I tried?
I love meditating, yet I couldn't get myself to meditate. I love yoga, but doing things that once brought me joy just didn't feel right; I didn't want to feel joy in the middle of my tantrum. A stubborn stupor came over me and a huge part of me demanded to feel important. I wanted to feel like I meant something. Then I realized it: my ego had taken over.
If there's one thing I know about the ego is that when your ego runs things, you can't feel happy. You always feel like you aren't doing enough like YOU aren't enough. Your ego is handy but not when it's solely running the show. That's why I turned to so many outside sources to get more knowledge because I didn't feel like I was enough and that shot my confidence. Me. Not enough? THAT couldn't be farther from the truth and the truth is that everything I need to succeed in life and work already exists within me.

I AM enough.

I am enough and more than enough.
I am small but I am big and I am beyond anything I can ever imagine.
I am whole, expansive, infinity can't even hold me.
What I am is measured in smiles, hugs, laughter, and in the stars,
in stillness and in silence and yet I am immeasurable.
and what I am is what I am and I LOVE who I am.
and I need no one and no thing else.

I am enough and more than enough.

I wrote this soon after I figured stuff out. If it speaks to you, I encourage you to read the above poem as a mantra to yourself. Say it to yourself enough times and believe me, the ego will quietly step away and your confidence will reemerge. You will open up and hear the wisdom around you. It will come crashing into you. It will knock you on your face and then it will pick you up and dust you off. It's quite extraordinary.
Am I saying forever abandon your books, your sages, your therapists, your webinars, and whatever else you use to enrich your life? NO. It's fabulous to have those things in your life to invigorate you, to give you motivation, to ignite new ideas, to help you spearhead projects, and to work through your emotions. It's when you are doing all of these things and you STILL don't feel happy that you should step back and examine what's really going on. It's most likely that your ego has crept its way into the driver's seat.
Knowing you're enough gives you unwavering confidence. It gives you permission to go ahead and do that thing you've been putting off. It allows you to step forward, to say what you need to say, to promote and stand up for what you believe in. Knowing you are enough offers the entrepreneur the opportunity to play big, for the nonprofit to stand tall and ask for the big donation, and for the individual to truly love life and themselves.
The next time you recognize the ego has taken over, go within. It is exactly the time to find the strength and will power to meditate regularly, to do yoga, to journal about the things you are and should be grateful for, to repeat mantras that support the inner you, and to be mindful. This absolutely applies to work, even more so in this day and age. I like to have support when doing this kind of work and I thought you might, too. So, check out my recommendations to develop deep, abiding confidence in 2020.

7 Laws of Spiritual Success by Deepak Chopra is one of my favorite all time books.

Businesses should check out Ruby Renshaw's article on Two Sets of Eyes and all the other great info at her site strategystream.com where Ruby combines the inner and outer to help you reach success in your business. While you're at it, sign up for her upcoming business meditation workshop.

Executives and Leaders connect with Heather Robertson. Her powerful coaching service is a blend of business savvy combined with yoga and meditation that promises to help stretch, motivate, and integrate your personal and professional self and create massive results and success. Learn more at heather-robertson.com

Nonprofits should read Jessica Haynie's innovative white paper titled Mindful Fundraising.

Finally, individuals looking for health + personal development should check out Kaya Hirsch's yoga classes at thedragonrising.com. Kaya integrates her knowledge of Ayurveda, yoga, astrology and the 5 elements, to bring you an integrative and whole movement experience that will awaken and nourish you to the core.

Do ALL the things that speak to you and call your confidence back. Remember that everything you need to succeed is inside you. My wish for you is that you step into 2020 knowing you ARE enough and brimming with deep confidence!

Let's Illuminate our lives!

]]><![CDATA[Your Number One Marketing Priority For 2020...]]>Mon, 16 Dec 2019 07:00:00 GMThttp://www.fireflystrategies.com/illuminate-blog/your-number-one-marketing-priority-for-2015

Businesses and nonprofits often ask me what they should focus on when it comes to marketing. That’s a great question; how you spend your time and energy is very important—but what goals and tasks should you prioritize?
The answer depends on where you are in your marketing business, the size of your company or organization, who your target market is, and what you are selling. ALL of these factors have to be taken into consideration when figuring out your marketing plan. However, no matter what size you are, no matter what you sell or who your market is, there is one VITAL component that can make or break your marketing efforts and investment. You can have the best marketing channels and a huge budget, but if this ONE component is missing, your marketing strategies will fail.

That component is CONSISTENCY.
The number one thing businesses and organizations can do to significantly improve their marketing success is to be consistent with their marketing. By “consistency,” I don’t just mean how many times per month or week you send something; you must be consistent in your messaging.
Be Consistent in Your Delivery
When people sign up for your newsletter or follow you on social media, they have given you permission to communicate with them. Like a good friend, it is your responsibility to send updates, share news, extend invitations, and ask them important questions; you need to do all this on a regular and consistent basis. It takes, on average, twenty “touches” before someone finally takes action towards becoming a customer or a part of your community. A "touch” generally means to “be in front of.” It’s recommended you deliver a variety of communication materials several times a month. For instance, on social media, you should post once a day. A newsletter should go out at least once a month. Figure out what you are doing with your marketing and make sure you are delivering your communications consistently.
Be Consistent in Your Message
As mentioned before, it takes up to twenty “touches” for someone to finally take action, whether becoming a customer or joining your community. Therefore, your marketing message has to “be in front of” your potential customer up to twenty times before they decide to sign up for your e-newsletter or like your Facebook page or make a purchase. If they see a different message each time, then it counts as a brand new “touch” instead of the 2nd or 3rd. It’s like you’re starting over and setting yourself back. You have to keep the same message out there long enough to convince your potential customer to take action.
I strongly recommend that EVERYONE makes this one, single New Year’s resolution: be consistent. Pull out your marketing materials, look over your website, posts, and tweets, and examine your message. Is it consistent or are you saying lots of different things? Are you sending your communications out on a consistent basis throughout the year?
If you are not seeing consistency in both delivery and message, make that change your priority for 2020.
In honor of your illumination,

]]><![CDATA[Top 3 Marketing Strategies to Close the Year Strong, Part 2 - Emails]]>Mon, 25 Nov 2019 07:00:00 GMThttp://www.fireflystrategies.com/illuminate-blog/top-3-marketing-strategies-to-close-the-year-strong-part-2-email-strategy

Here we are, the day before Thanksgiving, and on the cusp of the holiday season. During this time of year, I recommend businesses and nonprofits increase their communications. A well-crafted message, sent at just the right time, provides tremendous value to your community. Take a look at my earlier blog on discovering what’s valuable to your audience.

In my last post, I told you about 3 strategies you’ll need to execute to end the year on a high note. Today, I’ll tell you how to implement a successful fourth-quarter email campaign.

We get so many emails every day. You’re probably deleting several and ignoring even more. It's hard to believe that email is still statistically the best way to communicate with your community.

So, how do you ensure your emails don’t go straight to the trash?

First, your email list should be composed of folks who have willingly subscribed to your list, not a bunch of people you added because you got their business card at a networking event. The open and click-through rate on your emails will be low if your subscribers aren’t organic. Make sure people are voluntarily opting-in to your email list.

Second, you should be consistently communicating with your community; this means, at minimum, a monthly e-blast. If you haven't been doing this, then dedicate this coming quarter to establishing regular communication.

These next steps will bring a significant return on investment (ROI) with your email marketing campaign.

Write out one or two things you want to sell (or, if you are a nonprofit, the exact amount of money you want to ask for) this holiday season.
Next, determine some valuable topics and themes that relate to the item, or items, you are promoting. For example, if you are trying to sell an introductory home organizing package to get your clients cleaned up for the holidays, then you might start by sending emails about easy organizing tips.
Break the topics down and create interesting email subject lines so you have enough content for weekly emails. These emails should provide something valuable to every reader. What this value sharing does is establish you as a subject-matter expert and leader in your community.
Make the last two emails of your campaign about your offer. Link the topics, ideas, and thoughts you shared previously to the product or idea you’ve based your business around. Don’t do a hard sell; graciously invite your readers to collaborate with you through the purchase of your product or via the donation they will make.
Set up an easy way for your community to buy from or donate to you. Don't make them search for your product or force them to follow too many steps.

Want us to help you implement this strategy successfully? Need additional guidance setting up email campaigns for your organization, business, or nonprofit? Contact Firefly Strategies at 505-216-6110 or email rubina@fireflystrategies.com.

Until then, please have a beautiful Thanksgiving holiday!

To your illumination,

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