enjoying what you are promoting, it will come through with your tone. PPB What are three to five simple ways that those who are new to marketing, and even experienced marketers, can tap into the tools available to get their message across in a way that captivates end users? Gibbons-Rauch Many people I talk to get very overwhelmed by the execution and then never start. Programs like Canva allow anyone to build and manipulate a template and create social media posts that engage. Many suppliers have lifestyle image libraries that you can pull graphics into its drag-anddrop template-based program. No graphic design background is needed. Scheduling software like Hootsuite can make it easy to schedule posts in advance allowing you to work within your schedule rather than having to remember to post each time. LinkedIn allows for the native posting of blogs and articles, which can replace the need for programs like WordPress. The program will lay out your article, allow for graphics and will help use the content to create your subject matter expertise. If you are working with a team, programs like Trello can help build up workflow to help everyone collaborate on content without losing track of ideas. The important thing is to start. PPB Are there any marketing or advertising media today that you suggest marketers should dedicate themselves more or less to, to advance their message? Gibbons-Rauch Most of my focus is on the social medias. Choosing a channel that you feel comfortable in which your audience is a part, is the best way to start. But, it is social media. It is an interaction. Make sure you when you are writing out your marketing plan, you are including dedicated time to respond to your community. Social media is like a telephone, not a television. The more you like, comment and genuinely connect with others, the farther your message will go. PPB What are three marketing “don’ts” when connecting with end users today? Gibbons-Rauch Ditch the pitch and forget the fliers! Now, I say that with a bit of a tongue-in-cheek philosophy. At some point, telling people what you do and what you offer is important. But, when your social feed is nothing but sales, sales, sales, with no value, you won’t connect with your audience. Add the value first. Your audience of any demographic will connect better when they are getting value out of the interaction. They are learning something, solving a problem, etc. If you post an article, explain why your audience should bother to read it. If you post a product, explain why that is worth featuring. Is it new? Does it have a give-back function? What should they care? Mix in sales, specials, new products, etc., but that cannot be all that you do. Danielle Renda is associate editor of PPB. PPAI: 111248 | ASI: 35375 | SAGE: 50327 | UPIC: ACCENTS | DC:101273 www.americanaccents.com 888.287.7883 PERFECT FOR... Interior print optional ѭ 8FRUQJ PNYX ѭ 5WTIZHY UFHPFLNSL ѭ 8ZGXHWNUYNTS GT]JX ѭ <JQHTRJ PNYX ѭ FSI RTWJ We have over 60 sizes to choose from! Full color digital imprint No die cut fees Quick turnarounds Easy to assemble Self locking Need Mailing Boxes? 5 Piece minimums Made & printed in the USA Packing tissue paper available | DECEMBER 2021 | 73 THINK
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