Marketing & Design Creativity and Analytics Designed to Deliver Results
IN THIS ISSUE Public Relations for Small Businesses
4 Major SEO Mistakes To Avoid
Successful Leadership
Modeling & Delegation
A publication of Face To Face Marketing, LLC
A Note from
i k
c i V
We have an opportunity to learn more about elements of design and why they work, and better ways to explain why they are important to our clients and our magazine readers. Taking time to dive deep and research topics that interest us and that can help our fellow entrepreneures is an opportunity that I savor!
What an incredible introduction to our first online publication! This is a project I have wanted to bring to life for a little while, now. It‘s quite a bit more work than I anticipated, but most things that we are excited about usually take a bit longer to get right than we anticipate, right?
This month of March 2020, brings extraordinary circumstances to our nation and to our global neighbors. We are facing a virus that many of us have never encountered, and a global pandemic. If we heed the advise of our leaders, by maintaining social distancing, and diligently washing our hands, we should make it through this. Please do not forget about our small businesses and entrepreneurers. This is a time that we need to support one another, so shop local small business!!
CONTENTS February 2020
I BUSINESS STRUCTURE Valuable insights on developing a strong infrastructure to build your business upon.
II DESIGN ELEMENTS Exploring various elements in design and content that get customer's attention. Do's and Dont's for a variety of your marketing collateral.
III GROWING YOUR BUSINESS We want to be sure to share important events, seminars and workshops that help your business grow.
IV TOOLS, TIPS & STRATEGY Hear from area experts on topics from HR, to leadership, to fashion, beauty and health.
Marketing & Design 03
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Section I
STRUCTURE BUILDING A SOLID INFRASTRUCTURE
Put Out the Welcome Mat When You Hire New Employees By PassionHR | Mike Bean, SPRH President
As a business owner or human resource manager, you probably have a plan in place and a list of paperwork or tasks that your new employee will have to tackle. However, when it comes to beginning a new job, PassionHR knows that one of the most important things overlooked is a plan to make your new employee feel welcomed, appreciated and an important part of an already existing company team. Now that You Found the Right Candidate to Hire People who are in the job market are competing with other job seekers and try to always put the best foot forward, but what about the business itself? In order to attract the right employees to a position, a business needs to invest in their new hire. Developing a reputation for taking care of your employees and making them feel important goes a long way in employing long term, loyal employees. As a HR Manager, it’s importance to introduce your new hire to the company to make them feel comfortable. When HR Directors create a plan that takes into consideration the mindset and well-being of its employees, build the right work environment for the company. Marketing & Design 6
Creating a “Welcome Strategy” The experienced and professional human resources team at PassionHR are familiar that new hires often approach a potential job with a great deal of nervousness and trepidation. The last thing your new employee wants is to be brought in, sat down and left to fend for themselves. Developing a “welcome strategy” allows your employees to get settled in, meet their coworkers and get to know their surroundings can be helpful in making them feel secure in the job choice that they made. Whether it’s assigning another employee to help get them assimilated or even just asking if there’s anything they need or how you can help can ease the stress and worry your new hire may be feeling. When you focus and create this plan it will make the employee feel appreciated to leave a lasting impression. Improve Your HR Employee Relations Throughout the interview process and definitely once you’ve made the hiring decisions, get to know your new employee. Now, we’re not talking favorite color or food, but how they like to work and what their best skills are. When taking a vested interest in your workers and what their best skills are, you may find a hidden talent worthy of bringing to the table. Include your employees in your business process and you may be surprised by how involved they become in your success.
Marketing & Design 7
Passion HR Consulting 2608 Newby Road Suite 200, Huntsville AL (888) HR - SERVE \\ info@passionhr.net www.passionhr.net
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PUBLIC RELATIONS FOR SMALL BUSINESSES by: Vicki Morris | Marketing & Communications Strategist
Creating and maintaining a consistent ‘voice’ for your organization falls under the responsibility of the PR team for your company. This can include how press releases, social media content, print articles, and website verbiage all come across to the various audiences of the organization. The words and phrases used, the word pictures created all are a function of the public relations team. Given our current national and global emergent situation, Coronavirus or Covid-19, a company’s crisis management, or PR team, would distribute the corporate message internally and when needed externally. Your corporate PR team is your dedicated media contact. They should be well versed in a variety of writing styles to include social media content creation, writing for televised new content, radio interviews, and printed articles. If your company does any of the following, you have an active PR team: Community Outreach Communication with various sources of media Social media Crisis management (internal plan, external communications) Marketing & Design 10
This sounds a lot like marketing, and it does cross over from time to time, however, the specific focus of public relations is to effectively communicate a message; to educate the audience. The Public Relations Society of America says, “public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
“Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
A good PR professional is able to cultivate
a
story
that
company in the most
portrays
the
positive light,
regardless of the situation. The target audience for the PR team is not just potential customers, but the general public. Advertisers are trying to sell and promote
products
and
services
to
potential customers. PR professionals inform, and educate When positive things happen for the company or organization, the PR team communicates that message to the target audience, not based on whether they are potential clients. When negative things happen like a company shut down, a natural disaster, or leadership misconduct, the PR team is also called to manage the message and curtail the negative effects of the situation on the corporate image. Just as important as media relations is for a great PR Team, research is also a vital part of the PR professional's role. Researching and evaluating current and future community events, fundraising programs, company policies and procedures, business and marketing plans, and other programs.
Marketing & Design 11
Some of the most common duties of the PR team can include: Writing and distributing press releases Writing speeches and presentations Developing pitch letters to send to journalist Managing social media messaging and responding to negative opinions Conduct Market research Create and manage special community outreach events Attend networking events and sponsoring events Managing crisis communications Businesses large and small, across all industries need effective public relations. It can be something the owner of the business does, or it can be something that is contracted out. Most cases, it is best advised to outsource certain aspects of this role to maintain an objective focus. Seek out the services of a PR professional when your company wants to protect, enhance, or build its reputation through various media outlets. There are many entry points for organizations to give their message to the media. Blogs, websites, TV shows, magazines, podcasts, radio shows, etc. Great PR professionals will do the research to discover the best outlets for the specific messages of the company and the best way to verbalize that message at any given moment in time. They will take the time to learn about the company, their mission, their strengths, and their weaknesses. You have to know where the weak spots are so you can anticipate problems and work proactively to minimize negative press.
Face To Face Marketing is a public relations and project management focused firm that can help your business, large or small, effectively communicate your message in your corporate voice. Hello@FaceToFace-Marketing.com www.FaceToFace-Marketing.com Marketing & Design 12
Section II
DESIGN ADDING THE RIGHT TOUCHES
Adding Photos to your Corporate Brand Image
by: Vicki Morris | Marketing & Communications Strategist
The question is not should I use photography in my branding message, the real question is how much am I willing to invest in professional, hi resolution images to communicate my brand message.The last time you looked at a magazine, or scrolled through a branded Instagram feed, did you linger on beautiful pictures of people who seemed to be conversing with you? Was there something about their gaze, or mood that captured your attention? You believe, even if it’s just in that moment, that the person in the picture is communicating directly to you. Now the quality of the image is super, super important. After all, we are talking about your branding message. You want to convey professionalism, quality, reliability, and experience. Add these tips on images and resolution to your corporate communications and just watch the perception of your brand quickly gravitate to an even more positive sentiment in the minds of your audience. Size matters Make sure your images are a high enough resolution to not look grainy when enlarged, and not too big to cause your website to lag when loading. Marketing & Design 14
Cell phone images? If you know how to frame your images, and adjust for lighting needs, and how to edit to get the best outcome with your images without losing too much information in the image, then use your phone to capture great images to use in your social media and web content. The best option here, of course, is to learn to use a professional DSLR camera. They are relatively inexpensive. You can find a decent one around $500. Believe me this is a bargain. Experienced professional photographers won’t use cameras at this price point, but they too started somewhere, and most likely with one of the mass market type DSLR cameras. Once you learn a few fundamentals, you can capture images like a PRO!!! Professional headshotsHire a trusted photographer that does a great job capturing your persona. About every 3-6 months you should have a new series of headshots that you can use for various marketing and promotions for your business. Stock Images are you Friend!!!Do not be afraid to purchase stock images to use on your social media platforms and your website. It’s also a good idea to have a graphics person on hand to manipulate the stock images and combine the images with other elements to create an on message brand image for you. This is no easy task. Finding the perfect mix of stock images can take hours, so be prepared to put the time in or pay someone to put the time in :) Buy Editing SoftwareThere are many apps on the market that do a good job on editing images. However, if you want to be assured the application can handle every image format, and large file sizes, invest in the professional software and learn to use it.
Marketing & Design 15
Now, most small businesses may not have the bandwidth financially to have a graphics designer and a photographer on staff. This is an excellent function to be outsourced. This is a must if you are serious about your brand image. There are many independent marketing, branding and communications firms that are happy to work with you.
photography & graphic design services Marketing & Design 16
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4 MAJOR (YET SURPRISINGLY COMMON) SEO MISTAKES YOU MUST AVOID By: Carla Stiles @Designedbycarla When it comes to optimizing your personal blog or business website, a key element of your marketing and growth strategy should be to have great SEO tactics in place. After all, while many other marketing strategies come at a financial cost, SEO is one of the few website growth tactics that are completely free. And, if done right, SEO can catapult your website or blog to higher ranks in search results. However, given that SEO methods and Google’s search algorithms are constantly evolving, it can be easy to fall behind the times. This can lead you to consistently practice SEO tactics that do nothing for your website, or worse, cause your website to drop in search results listings. That, my friends, is no good. The truth is, there are several major SEO mistakes that are more common than others. Some SEO strategies are evergreen (meaning that they are always good), while others can actually hurt your website’s ranking over time. To help you decipher between what’s helpful and what’s harmful, here are the top four major SEO mistakes you must avoid. By avoiding these major yet common mistakes, you’ll see greater success with your website, blog, or business. Marketing & Design 20
#1: Keyword Stuffing Since Google is a search engine that pulls results by locating matching text, you might think that using target keywords in every single sentence would cause your article to jump to the first page. However, that is completely false. The thing is, Google is really smart. It knows that people might try to beef up their articles with keywords. Therefore, if it finds an excessive amount of keywords in an article, it will mark your article or website as spam altogether.This, of course, results in your website being pushed way down the search results list. Instead, focus on bringing value to your audience using a natural language. #2: Buying Backlinks Generally, backlinks are good for your website. They show credibility, and allow your website to show up in search results more often. However, the same doesn’t apply if you buy backlinks. The problem with a large majority of these backlinks is that they are purchased from sites that are flagged, which leads Google to mark your website as spam as well. In today’s SEO world, you must earn your backlinks by producing high-quality content and getting recognized on other credible websites. #3: Copying or Republishing Content If an article is already raking in great numbers for a website, why not copy it and bring the same results for your website? It makes sense, right? Yes, except that Google and other search engines actually penalize your site for this. In today’s world, original and authentic content is king. If Google sees that you simply copied or plagiarized content, it flags your content as spam, and your search ranking plummets. Marketing & Design 21
While it’s perfectly okay to quote certain pieces of content (and giving credit of course), simply copying and pasting content will only harm your website. Focus on producing all-original content as much as possible. #4: Irrelevant or Too Many Internal Links It is indeed a great practice to have a few internal links in each piece of content. However, these internal links need to be relevant to the content the visitor is reading. For example, if a particular article is about yoga, don’t insert an internal link to an article about personal finance. Also, Google often treats too many internal links the same way it does keyword stuffing. Having too many internal links can make your page seem spammy, which can actually hurt your SEO. Implement these 4 simply steps, and watch the difference in your SEO!
Marketing & Design 22
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Section III GROWING YOUR BUSINESS EVENTS SEMINARS & WORKSHOPS
Leadership & Delegation by: Steve Levy | Business Advisor
Leaders are found everywhere. They are people that can inspire others to accomplish thought
things
to
be
that
were
impossible
to
accomplish. Leaders exist by the position they hold, (think political positions, business managers and owners) or they are leaders by their nature. Both are important to have in your business. The attributes for leaders are many. Below is a short list that is far from all inclusive. Visionary Communicative Honest Trust worthy Responsive Listening skills Consistent Creates the Company Culture Willingness to help Rapidly Intake Information Marketing & Design 25
GREAT LEADERS ARE JUDGED ON THIER EFFECTIVENESS... Their leadership style can be very different. Great leaders can shift styles as needed based on circumstances and urgency. These styles include:
Authoritative Collaborative Compassionate Loving Fear based
Leaders are ultimately judged on their effectiveness. When results are positive, great leaders credit their team. When results are negative, great leaders take the blame.
Delegation is an essential tool for a leader to be effective. It is very rare that one person can accomplish anything significant. The ability to draw others into the process, provide creative input, and handle various components and tasks is essential for success. Allowing others to help develop the vision, goals and actions helps create ownership. It also increases the likelihood for success.
The other part of delegation is being able to hold your staff accountable for actions and results. Without this, most ideas are not successfully implemented. You have to be able to have those difficult conversations with staff when tasks are not completed in a timely or acceptable fashion.
Great leaders are willing to relinquish control, but still hold themselves and their organization accountable for results.
Marketing & Design 26
WISDOM FOR BUSINESS Trusted improve
business
the
advisors
performance
of
ready your
to
help
business!
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The Simple Way to Effectively Expand Leadership Capabilities in the Workplace.
MODELING & DELEGATING
by: Dr. Kreslyn Kelley-Ellis Authentic Leadership Series
Leadership is an art. It takes people who have the tendency to listen actively, work collaboratively, and make decisions courageously. These leaders are open-minded visionaries who excel at mobilizing others toward a common goal. Today, globalization and the influx of millennial workers has required a myriad of changes in the workplace. The economic, social, and cultural impact of these changes reaches across the globe across all sectors. This level of diversity has interfered with the way companies traditionally approach leading and managing: Firms are now striving to subscribe to newer and more relevant leadership models. In turn, this requires leaders to adapt their skills to handle the complexities of engaging and leading employees that are unique from colleagues of the past. Many U.S. companies must devote a large portion of their annual budget to leadership development. According to Gurdjian, Halbeisen and Lane (2014), businesses cumulatively spend about $14 billion annually on leadership development, and many will continue to make it a priority well into the future. While some fortune 500 companies have no problem allocating funds for professional development, others still grapple with how to develop leaders in the absence of a budget. Marketing & Design 29
Yet, they are equally impacted by the recent shift in demographics and are actively looking for ways to both engage with each other and secure their future. Overcoming this logistic obstacle is a challenge for any business. But there is good news: There are ways to develop leaders regardless of the size of your budget. This method is called modeling and delegating. According to the theory of social learning, people acquire behaviors based on observing and experiencing others in their environments. Individuals are more likely to emulate behaviors that appear to reap rewards. Therefore, if subordinates are exposed to continuous abusive leadership, it is likely they will replicate the aggressive behaviors, especially they see others' negative behavior rewarded. The reverse is also true. When effective leadership is modeled and rewarded, subordinates will mimic the positive behavior. This phenomenon is referred to as "social contagion." With this understanding, if great leadership practices are highlighted and celebrated in an inclusive environment, then delegating to those in lower- level positions becomes easier. Delegation improves workload efficiency and assures subordinates that leaders believe in their ability to take on higher functions. Thus, subordinates feel empowered to accept even more challenging responsibilities. Marketing & Design 30
Of
course,
subordinates,
when there
delegating are
still
to
several
considerations to keep in mind: 1) High-priority responsibilities should be completed by the leaders to whom the duties belong. 2) Leaders should be familiar with the strengths and challenges of each subordinate and delegate responsibilities that will ensure everyone’s success. 3)
Assigned
tasks
should
present
a
challenge to the designee. Delegation becomes easier over time as followers grow their capabilities and can take on more demanding responsibilities. Following these guidelines will promote positive teamwork that propels everyone closer to the vision. Remember, when followers see others acquire
more
responsibilities
and
consequently receive praise and recognition, they are likely to desire to do so as well. Consistently modeling effective leadership and delegating challenging tasks is a great combination for developing leadership capacity at no cost. Simply model, delegate, and pass the torch.
by:Â Dr. Kreslyn Kelley-Ellis Authentic Leadership Series
Marketing & Design 31
R.I.S.E. 2020 Morning Schedule February 21 - I2C February 28 - I2C March 6 - I2C March 20 - I2C* April 17 - I2C* May 1 - I2C June 5 - HudsonAlpha June 19 - HudsonAlpha July 10 - HudsonAlpha July 24 - HudsonAlpha
August 7 - I2C August 21 - I2C September 18 - I2C October 2 - I2C October 16 - I2C November 13 - I2C December 11 - I2C
Successful Leadership: Applying the Pearl By Jay Newkirk
Outcome Management author Larry Womack wrote in an interview I did with him that, “Leaders should be rewarded for the accuracy of their predictions, the wisdom of their visions, and the quality of their empowerment providing everyone with the knowledge, information, tools, and culture required to achieve the desired outcome.” Larry’s “pearl of business” stayed with me and I started thinking about how entrepreneurs can apply his advice to their current business environments and leadership roles. Prediction Accuracy Business success is in part achieved by the leadership assessing at the beginning of each year how the business performed during the previous year and using that information to optimize the new year’s projections. Doing this initiates prediction accuracy and leads to growth and reaching goals. Wisdom of Their Vision Leaders must have a vision in the first place, then be willing and able to share it with everyone around them. If your leadership team and employees don’t know your vision for your company, then they only have a job and they may not be as invested in your business’s ultimate success. However, if they know where you’re taking the company, they have a career and will stay with your business to help you achieve that vision that they also share.
Marketing & Design 33
"Leaders must have a vision in the first place, then be willing and able to share it with everyone around them." Quality of Empowerment Entrepreneurs and business owners often have extensive knowledge about their products and services, which may overshadow their ability to empower others around them. As businesses grow and employees are added, be sure that you are listening to the people around you, offering them the space and opportunity to be successful in their positions, and resist the urge to micro-manage everything. Employees will thrive in a collaborative business environment where they are empowered. What has been your experience as an owner, leadership team member, or staff member on this topic? Have you internalized your organization’s vision, contemplated how to envision and articulate it, and empowered yourself and your associates to achieve it?
Is your team empowered to lead? Marketing & Design 24
AN AFTERNOON LUNCH SERIES DEEPER DIVE WORKSHOPS
DESIGNED TO GET YOU RESULTS Wednesdays | 11:30am to 1pm | Monthly Lunch is included | Register on Eventbrite Tactics and Strategies that Get You Noticed!
This series is in association with:
R.I.S.E. Afternoon Series Schedule
R.I.S.E. 2020 Afternoon Schedule February 26 March 25* April 8* May 20 June 10 August 26 September 23 October 21 November 18
R.I.S.E. introduced its afternoon series in 2019. These presentations will be on Wednesday and include lunch. RISE hopes to give  a more in depth workshop teaching business owners new skills to thrive. All Registrations are on EventBrite.
Section V TOOLS, TIPS & STRATEGY VALUABLE INSIGHTS TO HELP YOUR BUSINESS
Business Insights WEBSITE OR FACEBOOK? by Vicki Morris
Websites or Facebook page? This is a question business owners who want to be successful, will struggle with at some point as they are creating their corporate voice. The easy answer is choose the Facebook page because no one visits a website anymore. The truth is people will visit both, but for different reasons. Business owners need to have both, and each needs to function as a complement to the other. Decision #1, purchase your domain.
Once you’ve decided on a business name, select a domain that works well with the name you’ve chosen. Now you need to begin building the structure of your website. There are so many great platforms out there to build amazing websites. They make it really easy to design a customized site with templates. Always look for options to integrate social platforms directly to your site without you having to do extra work. This is a great opportunity to employ a great marketing company to handle this if you have the budget to do so.
Marketing & Design 38
IN THE NEW
AGE OF
SOCIAL
MEDIA,
WHICH IS
MOST
BENEFICIAL
FOR YOUR
BUSINESS?
Decision #2, decide the format of your Facebook page. There are several options to choose from when formatting your business page. It can be a public figure page, service oriented page, entertainment focused, or selling products page. There are a few options to consider, this link takes you directly to Facebook’s business page builder, https://www.facebook.com/business/pages/set-up. Decision #3, How often will you update each and what will you share on each. This is where understanding your audience becomes key. For a very new business, you may consider posting daily at a minimum. Also worth considering, how many posts should be devoted to selling? How many posts should be devoted to offering valuable information that your broader audience can use whether they buy from you or not. On your website, you will need to decide how you communicate your offer and the value proposition. People typically visit your website after they have been to the Facebook or social media platform
Social media captures attention and websites offer answers to the inherent question, ‘how can you help ME?’ Remember, your brand and your credibility are closely tied together. There are many sources of information and content, make sure your content supports your credibility personally and professionally. It goes without saying, but yet I’m going to say it anyway. Check all platforms for grammatical consistency; make sure the ‘voice’ of all platforms is the same; use beautiful hi resolution images and graphics on all marketing collateral both digital and physical. If you want to communicate your offer to the people most needing to hear it, make sure it is in a way that they are most likely to digest it and in locations they are most likely to see it.
Marketing & Design 39
POSITIVE vs. NEGATIVE MOTIVATION By: Kevin Pendergrass | Pendergrass Promotional
What motivates you? What drives you to be the best you can be? When you’re working hard, who are you thinking of? What are you thinking about? In this article, I want to talk about the difference between positive motivation and negative motivation.
When striving to be the best, at whatever it may be, we should always try to use positive motivation over negative motivation.I am defining negative motivation as anything you use when you are trying to prove somebody wrong. For example, someone may have once told you
.
that you couldn’t do something; therefore, you set out to prove them wrong
Maybe your
competition made you mad and you decided you were going to do everything in your power to be better than them so you can bring them down. These are both examples of negative motivation. To put it simply: negative motivation allows someone else to have the power and control over you.
On the contrary, positive motivation isn’t based upon how someone mistreated you or when someone made you mad. It isn’t based upon showing somebody else up. It is based upon understanding what you want out of life and then doing everything you can to make that happen. Simply put, positive motivation allows yourself to have the power and control over your own life.
Marketing & Design 40
The
problem
with
negative
motivation is that, while it may work for a period of time, it will never bring are
about
hoping
you
the to
are
desired
goal
accomplish. utilizing
you
When
negative
motivation, you are literally placing your
happiness
in
the
hands
of
others. Let me illustrate this with a story.
There was once a man who, when he was a child, was always told by his parents how he would amount to nothing. He was constantly being told
how
worthless
eventually
used
motivation
to
ended
owning
up
be
this
he as
was.
negative
“somebody” a
He
and
multi-million
dollar company.
Years later, he returned to his parent’s house to let them know how wrong they were. When he informed his parents of all of his accomplishments, they looked at him and told him that he was still worthless. Upon hearing these words, he returned back to his home and business and made a commitment to keep working harder and harder so he could one day prove to them his worth. While the man continued to work and work, that day never came and the man was never satisfied with his life because he still saw himself as worthless.
Don’t work for something in hopes to make somebody else see your worth. Work for something because you already know your worth. Make goals that are positive. Be motivated for yourself. Be motivated for your friends. Be motivated for your children. Be motivated for your family. Be motivated by your own happiness. When you do this, not only will you reach your desired goals, but you will be much happier and satisfied with your life. Take back control of your life with positive motivation!
Marketing & Design 41
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