Digital Communication

Why You Should Add Blogger Outreach to your Marketing

Be honest—who would you trust more to tell you the unbiased truth about a product or service: the product’s manufacturer, or some anonymous blogger writing a review online?

If you answered the “anonymous blogger,” you aren’t alone. Today’s savvy consumers trust third-party opinion writers much more than paid advertising or brand-sponsored websites.  According to Technorati’s Digital Influence Report, blogs are among the top five sources of trustworthy information, and when it comes to actually influencing purchase decisions, blogs rank #3—even higher than Facebook. In a study conducted by BlogHer, 81 percent of online consumers said they trust the advice they read in blogs, and 61 percent have made purchases based on a blogger’s recommendation.

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Using Bloggers Effectively

So how can you get bloggers to write about your product? How much does it cost, and how do you know you’ll get a good return on your investment? The truth is, there are no easy answers. With 172 million Tumblr pages and nearly 79 million WordPress blogs on the web, the trick isn’t just finding a blog, it’s finding the right ones. Most blogs are very narrow in focus, which means their audiences are highly targeted (and valuable). The better a blog aligns with your brand and your product, the more likely you’ll reach the audience you’re looking for.  As for the cost, there are no easy answers there either.

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Bloggers have no pre-defined rate cards; there are no set standards, so the terms can vary, to say the least. Some bloggers request free product samples, while others charge thousands of dollars to sponsor a post, based on site traffic and influence. With so much consumer trust placed in third-party bloggers, however, the potential ROI should be obvious; one endorsement from a powerful blogger can wield tremendous influence with your target audience. That influence can also reach across multiple digital channels (typically, bloggers don’t just write on their own blogs, they also post opinions on Twitter, Facebook and Pinterest). In the realm of public relations, blogs definitely have the potential to be highly rewarding. It’s a tantalizing prospect—millions of websites with devoted followers looking for the next great product, ready to engage.

So what are you waiting for? We’d love to discuss how you can incorporate bloggers in your marketing, both effectively and affordably. Contact us today at info@kleberandassociates.com.

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How Girl Day Spotlights the Issue with Engineering

Yesterday, we celebrated Girl Day. The mission is to attract more females to the engineering and automation world. It is also important to note that Girl Day is not just a one-off event… it is meant to spark momentum and awareness about the importance of a continued effort to support this mission. So, while yesterday focused on the immediate need (introducing girls in your community to engineering careers), it also provided the knowledge and tools to continue to educate women of all ages about the profession in the future.

NPR reported that close to 40% of women with engineering degrees either never use their degree or leave the profession for reasons like the glass ceiling, a lack of self-confidence or a lack of mentors. The same report points to getting more women interested in engineering as the biggest problem the profession faces.

Girl Day represents the push happening in society to interest more women in engineering. This push is meant to balance out the playing field among men and women so that there will not only be more women actually using their engineering degree, but there will be more young women saying that they want to be an engineer when they grow up.

That is why Girl Day is so important; it gets us talking about this issue.

Social media is a key player expertly used to spread the word of this movement by creating awareness for both the issue that makes Girl Day necessary and the event itself. A whole campaign launched for this special day uses the hash tag #BringItOut to highlight the idea that there is a little engineer in every girl to be discovered. A series of YouTube videos made for this campaign feature females discussing qualities of the profession that might interest girls such as curiosity, problem solving, innovation and design.

In addition to YouTube videos, the sponsor for this campaign, DiscoverE, is using Twitter to get some bigger companies involved.

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By getting companies like GoldieBlox involved through social media, the #BringItOut campaign is able to gain more clout and extend the reach of the message.

 

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We think Girl Day nailed it with this one. What do you think?

The Barn: Four News Reader Options to Help Get Your Team Organized, Educated in 2015

Here in the barn, we’re always testing out the latest and greatest apps and websites that help put technology to work for our clients and associates.  One subject that comes up this time of year is managing the seemingly endless flow of content we receive through emails, newsletters and websites. According to the popular website Quora.com, more than 94,000 news articles are posted to the web on a given day.   Throw in the free templates, ebooks, white papers and other content vehicles available, the process of categorizing and consuming worthy information is a major challenge. If you’re not on top of this stream, it can quickly become an out of control fire hose.

As you start out the New Year, we’ve listed below a few apps and websites we frequent to help corral the content monster here at Kleber & Associates.  Each offers their own advantages and approach – take a quick spin and see if one is right for you.  While the tried and true RSS feed remains a popular option, we enjoy the slick interface and “magazine” feel these programs offer. Using the same RSS technology, we find them easier to read, share and view on your mobile device.  As a marketing professional, think about using these readers across your entire team and with sales as well – if everyone is eating from the same tree, you’ll be amazed at the alignment.

What are some of your favorite readers? We love hearing from our readers.  Email jpeters@kleberandassociates.com

Happy Reading!

NewsBlur
NewsBlur may look familiar to old Google Reader users – the interface is a near carbon copy to the popular service Google shuttered in July of 2013. NewsBlur can categorize blogs, websites and other feeds with a simple filing system that doubles as your navigation menu. When Google Reader first closed, NewsBlur was inundated with new users and had to cap new users.  Free accounts are capped at a set number of follows but the paid service is more than reasonable for unlimited sites.  www.newsblur.com

Feedly
The demise of Google Reader sent a shockwave across the internet.  In its place, Feedly quickly rose to the top thanks to a simple navigation menu and powerful search function.  We are big fans of the Feedly browser extensions which make sharing and archiving articles a cinch.  www.feedly.com

FlipBoard
In terms of presentation, FlipBoard is our top pick with smooth animations and true magazine look/feel. Much like the other readers, FlipBoard offers a massive cross-section of topics where you can store personal and professional articles in one program. FlipBoard really shines on a tablet device.  www.flipboard.com

Pulse
Pulse is a little unique in that it uses a proprietary content engine to find and elevate news articles based on your given interests. Windows 8 users will find comfort in the program’s tile organization versus a running list – it’s a cool effect that looks amazing on a mobile device.   www.pulse.com

Kleber & Associates Wins Platinum & Gold for Best Integrated Marketing Campaign

The Kleber and Associates PR and Advertising team is full of bright, creative and innovative individuals.  With our clients as our top priority, we strive to ensure that all of our integrated marketing campaigns are one-of-a-kind anHermes 2014 jpgd reflective of each client’s unique products and services. We don’t do it for awards; we do it because we have a commitment to give our clients the best public relations and marketing experience possible.  It also doesn’t hurt that we love what we do. Read more…

Why We Use Google+ for Digital Marketing

Welcome to the Kleber & Associates blog! Here’s the latest on Why We Use Google+ for Digital Marketing


I have watched Google+ very closely since it launched and joined the new social network as soon as my invitation arrived. Once the Google+ Brand pages were introduced and the previously marketing-free platform was open to all, I grew more Google_Plus_logo_wikimedia_commonsinterested in the opportunities available through the platform. However, marketers have not taken to Google+ as quickly as they have to Facebook and Twitter. Many feel that it’s simply one more task to add to their already full plates; one that doesn’t seem worthwhile because of the platform’s significantly smaller reach as compared to the more popular social networks.

Originally, the Kleber & Associates company held this view. We quietly observed the platform from the sidelines waiting for something worthwhile to come along to give us incentive to join, to invest our valuable time in yet another social platform. We waited for our audience to migrate there; to show an indication that our efforts won’t be wasted. Late in 2012 our viewpoint changed. We were no longer satisfied with standing on the sidelines waiting for engagement and audience to increase, we joined Google+. Why? Because, it’s Google, after all.

At the end of the day, you can’t ignore the elephant in the room that is Google. The world’s most popular search engine still accounts for approximately 68% of all online search traffic. Google is working every day to deliver better search results for its users. And a large part of that now includes social search and semantics, driven by Google+. Read more…

New Facebook Tool Makes Page Management a Breeze

With over 1.3 billion users, Facebook remains the global king of social media engagement. From the halls of Harvard, ramping to a cultural phenomenon in a mere decade, Facebook is viewed by some on the same level ofLike Button importance as was once reserved for the telephone and Internet. No matter your view of the importance of this community-builder, it’s hard to argue the site’s role in today’s society and its ability to influence a brand’s reputation. Whether leveraged as a marketing tool, customer service portal — or a blend of both — Facebook has grown into a complex matrix of interactions that requires the right blend of engagement and analysis for optimum results.

While certainly a powerful opportunity, the time and bandwidth needed for content developers to execute a successful Facebook program remains a growing capacity concern. Utilizing an external ad agency, a popular outsourcing option for companies strapped for resources and talent, is a sound option to ensure your brand is getting the proper direction and content. Realizing the need for a centralized hub for activities, Facebook developers began rolling out a new tool this week called Business Manager – aimed at remedying some of these issues. Read more…

IKEA’s Klippbok, the Virtual Visualization App for Today’s Consumer

Welcome to the Kleber & Associates blog! Here’s the latest on IKEA’s Klippbok, virtual visualization inspiration so you can “try before you buy.”


Have you heard about IKEA’s cool Klippbok? Swedish for “scrap book,” the new website and iPad app allows users to create mood boards by dragging and dropping items onto a blank page. Mix and match different items to create the perfect room or experiment with different color swatches for the perfect sofa, Klippbok is a fun way to explore IKEA’s offerings. Best of all, it enables customers to imagine what different pieces of furniture and accessories would look like in their own homes. Read more…

Don’t Be a Monkey – How To Identify Your Next Social Media Move

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Social media… the 300 pound gorilla in the room that generates questions such as “why aren’t we doing more with this?” and “shouldn’t we be on this platform?” Comments like “XYZ brand is on it – we’re falling behind!”

Sound familiar? You’re not alone. Participating in social media has evolved from a novel curiosity to standard procedure at a dizzying pace. In the home improvement and building products space, it has completely transformed content delivery to consumers.  Homeowners — armed with a laundry list of articles and an Ideabook on Houzz, packed with inspiration — expect brands to keep pace and to anticipate their specialized content consumption habits. Those companies who desire a seat at the table must remain ahead of the curve and deliver relevant content, seemingly on demand.

Read more…

IKEA’s Klippbok: Inspiring virtual visualization

Welcome to the Kleber & Associates blog! Here’s the latest on IKEA’s Klippbok: Inspiring virtual visualization


There’s nothing like trying a product or service before committing. Companies have used this approach for years to gain and maintain customers in highly competitive markets. Think about the impact of trying a free lotion or test driving a car at the dealership. At the very least, these free experiences pique interest, which may lead to sales, a company’s main goal. Experience is everything and although the concept of “try before you buy” is not a new one, companies are being forced to get creative in a culture where people use computers, phones and tablets to connect to the world. This makes conversations with customers more difficult than ever, leaving companies wondering what to do next.

Home product companies can look to IKEA for a little inspiration. Always thinking of new ways to reinvent themselves, IKEA has done a brilliant job of marketing themselves as an industry leader. The inexpensive and modern furniture they produce can be found in just about any home. From friends and family to coworkers, there’s something for everyone at IKEA. Their signature store showcases room setups meant to inspire on-the-spot buying.

For those that would rather explore in pajamas, the retail giant recently introduced Klippbok. Swedish for “scrap book,” the new website and iPad app allows users to create mood boards by dragging and dropping items onto a blank page. Mix and match different items to create the perfect room or experiment with different color swatches for the perfect sofa, Klippbok is a fun way to explore IKEA’s offerings. Best of all, it enables customers to imagine what different pieces of furniture and accessories would look like in their own homes.

Check out the app here:

Do you know of other companies creating awesome, interactive experiences for their customers online? Share them with us in the comments below.

Why We’re Joining Google+

Google+ logo

Welcome to the Kleber & Associates blog! Here’s the latest on Why We’re Joining Google+


I’ve watched Google+ very closely since it launched in July last year. I joined the new social network as soon as my invitation arrived. But like most people, I returned only sporadically to see if there was any activity worth noting and, to my disappointment, there usually wasn’t. So my personal Google+ experience, despite my high hopes, was mostly disappointing.

Then Google+ Brand pages were introduced, and the previously marketing-free platform was open, for all. But marketers have not taken to Google+ as quickly as they have to Facebook and Twitter. Many feel that it’s simply one more task to add on to their already full plates; one that doesn’t seem worthwhile because of the platform’s significantly smaller reach as compared to the more popular social networks.

Until today, Kleber & Associates shared this viewpoint. We quietly observed the platform from the sidelines waiting for something worthwhile to come along to give us incentive to join, to invest our valuable time in yet another social platform. We waited for our audience to migrate there; to show an indication that our efforts won’t be wasted.

But today our viewpoint changed. We are no longer satisfied with standing on the sidelines waiting for engagement and audience to increase. We joined Google+. And here’s why. Read more…