Rebecca Hasulak says, “Even if you’re well beyond the start-up phase, you’d have to have been tucked away in hibernation to have missed the lean business trends. Maybe you took note, or maybe you dismissed them as inapplicable. Either way, while these strategies might seem best suited for new or small companies, the truth is that companies of all sizes can benefit from adopting a lean mindset. When it comes to public relations (PR) specifically, companies would be wise to reevaluate their strategies through the lens of this approach. Here are some tips to do this. Realign Around Value When... [...]

Jay Baer says, “Trust is the foundation upon which ALL business success is built. Without trust, nothing else matters. Price doesn’t matter. Customer service doesn’t matter. Marketing sure as hell doesn’t matter. Trying to succeed in business without trust is like trying to drink coffee without a cup. One of the very best ways to gain and keep trust is to be disproportionately open and honest. Authenticity and humanity shock customers and potential customers into wanting to do business with you, because they have been conditioned to believe that nearly all companies are either lying or... [...]

Jay Baer says, “TripCase is now a powerhouse mobile app that seamlessly manages at least 30 million trips each year using the combined power of over 40 airlines and more than 110,000 travel agents. In This Episode How realistically evaluating social returns can lead to a more focused engagement plan and higher returns Why showing your collaborators an example of what you can do can lead to better cross-organizational buy-in How inhaling and exhaling data can lead to a more feature-rich product and more clients Why becoming familiar with the vernacular around your product can mean better... [...]

Jay Baer says, “Former-Intern-Turned-Media-Maven Caitlin Angeloff joins Jay and Adam this week to share her successful approach to social media marketing within her brand, DocuSign. Through a combination of thoughtful audience targeting andadvocate engagement, Caitlin gives her audience a peek into life at DocuSign while sharing the awesome convenience and widespread application of the product. With a blog that receives 30,000 unique visits each month and an initial snap that got 20,000 views overnight, she is working proof of the success potential within B2B social. In This Episode How... [...]

Jessica Gioglio says, “If you’ve been reading my columns on Convince & Convert lately, you’ll notice that I am covering JetBlue quite a bit. From a better wingman, to ads so good you want to steal them, JetBlue has been on a roll – and there seems to be no end in sight. While I typically like to mix my columns up to cover different companies, JetBlue’s latest campaign struck a chord with both Jay and me. Called, “HumanKinda,” the campaign addresses something many of us can empathize with—feeling too busy. To bring the concept of HumanKinda to life, JetBlue took a unique approach... [...]

Jeffrey L. Cohen says, “The battle between quality and quantity seems to occur over and over in our lives, especially for B2B marketers. Whether we are talking about content, customers, or leads, there it is. It even happens when we plan out our workday, decide what to eat, and choose where to go on vacation. Do you want to get more done, but not the most important things? Do you want more food, but fewer exquisite experiences? And do you want to return from vacation so tired from seeing so many things, or having had a handful of truly transcendent moments? Since we are marketers, let’s focus... [...]

Lewis Howes says, “When I was 24, I was broke and living on my sister’s couch after a career-ending football injury. My dream of being a pro-football player was done. I had no work experience and a pile of mounting credit card debt. My arm was in a huge cast that was really uncomfortable (for six long months). I was feeling low. At Christmas that year, my brother Chris gave me a book that had just come out:The 4-Hour Workweek by Tim Ferriss. I wasn’t a big reader (having struggled in school my whole life with dyslexia), but I finished that book in a few days. My fire was lit. Fast forward... [...]

Baer says, “For years, Twitter has rolled out new features to make its service more like Facebook. Images in the tweet stream. Profile pages. Video. A more robust ad platform. It’s as if the Twitter board of directors has spent the last two years pining to be as big as Facebook, and has consistently concluded that mimicking elements of that platform will unlock that secret code. It’s a strategy that simply has not worked, and partially resulted in the ouster of Dick Costolo and the return of the Prodigal Jack (who – one would assume – has a vision for Twitter that’s something other... [...]

Baer says, “Too many people create content simply because it’s Monday and they have it on their schedule to do so. While it’s good to be consistent with your content, are you sure you’re affecting the reader every time you put pen to paper? Granted, the pros know how to create content and it’s always a good idea to dip your finger in someone else’s jar and learn from them because of this knowledge. If you’re not creating content that speaks to someone every time you’re writing, then why are you doing it? If you are unsure, then take a walk around the internet and start reading some... [...]

Baer says, “Ask any journalist her biggest pet peeve when dealing with brands, and she’ll probably tell you it’s PR teams’ spammy emails. We live in an increasingly sophisticated marketing world, but many PR and marketing departments still think a mass-emailed press release will earn them media mentions and industry credibility. This strategy will get your emails sent directly to the trash, not to mention drive many a PR-weary journalist to drink. Traditional press releases suffer from dwindling ROIs and short-lived impact, which is why brands need to amplify their voices through authoritative,... [...]