Palmer Blog

How to become an in demand employer with LinkedIn

Posted by Drew Palmer on Fri, Feb 10, 2017 @ 04:16 PM

When we consider using LinkedIn for business purposes, we immediately think networking and lead generation. But there's more to LinkedIn than meets the eye. With LinkedIn business and career pages, you can position your firm as an "employer of choice," that is, the kind of company that everyone wants to work for. We'll show you how to do it.

Every day millions of job-seekers use LinkedIn to find work. Some may simply reach out to as many employers as possible, while others may be more selective. Particularly skilled applicants may only contact employers if the firm's LinkedIn page looks professional, well-written and highly recommended. Who can blame them? The implication, therefore, is clear: a well-managed LinkedIn page can create a pipeline of highly qualified job applicants.

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Tags: company profile, best practices, social media, LinkedIn

Best Practices in Pinterest Marketing

Posted by Drew Palmer on Thu, Sep 04, 2014 @ 08:00 AM

Pinterest is now the third most trafficked social site behind Facebook and Twitter. The network continues to hum along thanks to strong popularity across its main demographic: female (60% of users) and individuals between 25 and 54 years of age (80% of users.) Therefore, if you want to reach this demographic — particularly crafty, intelligent, educated, socially conscious, and do-it-yourself-driven females — then Pinterest is the place to be.  

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Tags: Social Media Marketing, Pinterest, marketing channel, marketing, best practices

Best Practices in Instagram Marketing

Posted by Drew Palmer on Thu, Jul 24, 2014 @ 04:44 PM

Small businesses are beginning to realize what the rest of us have known for years: we love to share photos. Thanks to platforms like Instagram, photos can become an integral part of a small businesses' marketing strategy.

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Tags: Social Media Marketing, Instagram, best practices, instagram marketing

Keeping Up with Emerging Marketing Trends

Posted by Drew Palmer on Thu, Jul 10, 2014 @ 08:13 AM

If you feel that your marketing team may be slightly behind the curve in terms of emerging inbound marketing trends, you're not alone. The world of marketing is a very different place compared to what it was five years ago. Just think about your own experience. You didn't hear of Twitter in 2009. You probably weren't advertising on Facebook. And it's safe to say your marketing staff wasn't trained in social media management in undergrad or business school. 

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Tags: marketing trends, continued education, best practices

Best Practices in Flyer Design

Posted by Drew Palmer on Mon, Jul 07, 2014 @ 08:55 AM

One of the biggest misconceptions about things like social media and inbound marketing is that they will completely do away with older marketing approaches. Of course, while some techniques — cold calling comes to mind — will certainly wane in popularity, other approaches will continue to be important components of your marketing toolkit. 

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Tags: design, best practices, flyer design

Optimize Your Email Marketing with Improved Deliverability

Posted by Drew Palmer on Tue, Jun 10, 2014 @ 12:46 PM

When we think about email marketing, we inevitably think about things like email list segmentation, creating great content and having a strong CTA and landing page to collect prospect information. Of course, all of these aforementioned tasks will have been a waste if no one actually reads your messages. Furthermore, spam filters ensure that recipients may not even have the opportunity to see your emails in their inbox in the first place. 

The challenge for marketers is to ensure that messages get delivered to their intended audience which bring us to the concept of Sender Score. HubSpot recently published a video that talks about Sender Score, a metric that enables marketers to measure their email deliverability, and it's full of useful insights to help boost email deliverability. Check out the video or simply read on for a thorough summary below.

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Tags: email marketing, best practices, inbound marketing

How to Succeed at Social Selling

Posted by Drew Palmer on Thu, May 29, 2014 @ 10:11 AM

Good news: there is nothing particularly revolutionary about social selling. The concept is actually pretty simple. Social selling is the technique by which marketing teams use social media to understand customer behavior, generate leads and engage them. 

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Tags: how to, social selling, best practices

Eight Apps to Boost Your Inbound Marketing Efforts

Posted by Drew Palmer on Mon, May 19, 2014 @ 01:01 PM

We're all familiar with the basic tools that can help you execute your inbound marketing strategy. There are, of course, the elements that you yourself control: your website, blog, eblasts, landing pages, etc. Then there are third-party resources that you or a colleague manage; most obviously Facebook comes to mind, as well as other social networking platforms. Beyond this immediate pool of resources are other great tools, mostly free, that can optimize your marketing efforts and save you time in the process. 

HubSpot Signals. The industry's inbound marketing leader, HubSpot provides a host of products, including an end-to-end platform to help you manage your marketing workflow. Products include blogging, email, landing pages, sites, SEO, and social media management. We'd particularly like to call your attention to HubSpot's "Signals" app, which sees and tracks who opens your emails. It integrates with your email platform like Microsoft Outlook, it provides concrete insights on reader actions. For example, the app can tell you that "John Carlson opened your email 'Signed Contract,'" or "Nicole Donohue is viewing 'Pricing' on your website." All in all, it provides extremely powerful data that can inform your email marketing efforts. Oh, and you can try it for free as well.

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Tags: marketing, best practices, apps

Write an Effective Solar Press Release

Posted by Drew Palmer on Tue, Apr 29, 2014 @ 01:19 PM

Press releases are a tremendously useful and versatile part of your inbound marketing strategy. You can send the press release to news outlets and local magazines just like the old days. You can also post abridged parts across multiple installments on your blog. You can share key findings on social media with links to the source document. But you won't maximize the return of the press release unless it is well-constructed, informative and not overly commercial. So let's get right down to it. We'd like to provide some tips for writing an effective press release:

  1. A solid, accurate and attention-grabbing headline. Solar public relations officers are a fortunate bunch. Unlike other industries, the solar sector is constantly in the news, and often times, the news is good for consumers: lower upfront costs, rising adoption and ongoing savings. Therefore, make sure your headline grabs your intended audience by speaking to their specific concerns. Let's say your internal research indicates that your residential customers have saved 24% in home heating costs this winter. That's big news! Make sure your headline reflects this: "Stockton Solar Customers Save 24% in Home Heating Costs During the Winter of 2013."
  2. Be direct. While some people may complain a press release is too short, many, many more have complained about those that are way too long. This message is particularly important when your target audience consists of journalists: they're an impatient bunch, so state your case in one or two (maximum) sentences. Meanwhile, the press release itself should not exceed one page.
  3. Include numbers whenever possible. As the aforementioned example noted, a 24% decrease in home heating bills is far more compelling solar marketing metric than simply saying "Stockton Solar customers lowered their heating bill." If you have strong data, use it and contextualize it. And by that we mean complement the main data point with text like, "In March 2014, Stockton Solar surveyed 75 of its residential solar customers asking if they saved money in heating costs during the winter of 2013. The survey found that the average customer saved 24% over the previous winter. Four customers realized savings exceeding 50% while three realized no substantial savings." And so on.
  4. Quote people in the know. Quotes provide useful commentary that can't be expressed in the release's "objective" voice. For example, "'These savings indicate that thanks to applicable tax credits and the dropping cost of panels, residential solar energy can deliver real savings for Northern California families,' said Melissa Barrett, customer relationship manager for Stockton Solar." 
  5. Make yourself reachable. The goal here, in addition to getting press outlets to republish your release, is to have journalists call you for further information. Put your contact information front and center on the press release - we're particularly fond of including "For press inquiries, contact John Smith," along with an e-mail address and telephone number in the upper-right hand corner of the release.

Looking for more help in optimizing your solar public relations efforts? Contact us for a free consultation.

Complimentary consultation with Drew Palmer . Click here.
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Tags: solar, best practices, solar public relations

Boost Marketing and Sales Cooperation

Posted by Drew Palmer on Thu, Apr 17, 2014 @ 12:14 PM

The marketing/sales relationship is the engine of your business. When both teams are working in harmony with each other, the leads come in and they become customers. But, if this interface doesn't work, if teams can't effectively communicate with each other, or they find themselves working against each other, sales don’t get made. Today we'd like to look at five elements that contribute to marketing and sales cooperation and how they can be optimized. 

First, we'd like to illustrate the differences between marketing and sales, as definitions tend to vary by organization. By "marketing" we mean "back-end" activities like consumer research, lead generation and advertising. In other words, tasks that are focused on generating interest and developing a deeper understanding of subsets of the general population. "Sales," meanwhile, means converting prospects to paying customers. Unlike the marketing team, salespeople deal with prospects on a one-on-one basis or smaller groups of prospects.

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Tags: marketing and sales cooperation, team, best practices