4 Effective Ways to Communicate with Your Employees

Dear savvy business professional:

Are you spending enough time developing communication materials for your team members? Every business owner should revisit and re-evaluate their internal communications and give this very important strategy the attention it deserves.

Here is why.

It appears that an overwhelming majority of employees are NOT up-to-date on company information and news. In fact, according to Gallup, more than 74% of employees feel that they are missing out on the crucial information that could facilitate their progress or improve their performance. There is another research suggesting that just 4 in 10 can confidently describe to others what their employer does. Pretty amazing, isn’t it?

There is a good reason why things are the way they are. Most organizations do not put much emphasis on internal communications, which may lead to a great deal of misunderstanding, disengagement or fear. Obviously, this is not a good way to run a business.

So here are a few very important tips to improve employee communication in the workplace and strengthen your team.

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1. Cut the crap and clarify your messages

Traditionally, employee communication has been focused on broadcasting news and information in a steady cascade down. Let me assure  you that this formal approach is NOT conducive to two-way conversation. And it’s certainly NOT a good way to obtain much-needed feedback from your team members. On top of that, it tends to be quite boring and may put your employees to sleep rather than inspire or educate them. A better way to connect with them is to create a better, more riveting and more effective flow of information. Forget about a stuffy, bland stew of jargon; get rid of all your buzzwords and cliches and try to be more straightforward. Most importantly, encourage your employees to be a part of the discussion so you can dispel rumors or clear up misconceptions.

2. Stop communicating with employees the same way you did years ago

As you know, things continue to evolve in the workplace. Preferences change. Therefore, you should adjust your programs and platforms accordingly. Why don’t you poll your employees to see which channels and technologies they prefer – if no one uses the intranet, pivot to something else. And if no one pays attention to your printed or online newsletter, shouldn’t you kill it? In addition to that, make sure your communications are representative of the diversity you have on board and give everyone a voice.

3. Diversify your employee communications

That’s where you have to get creative. Take some time to develop different kinds of messages via different mediums. After all, who wants to read the same mundane messages for years on end? Have fun with your internal communications. If you discover that your emails are going unopened, send a video or an audio message. You can use an infographic or a photo essay to convey a new policy or explain a new procedure.

4. Use employee communications to empower your team

Your task is not only to inform and educate your employees, but also inspire, motivate and bring out the best in each one of them. In every piece you develop, try to incorporate an uplifting message. Don’t be afraid to include an element of empowerment for your colleagues. You can also share useful content that can help them grow professionally, creatively or intellectually. Become a source of inspiration and helpful information, address questions, solicit feedback and utilize your platform to lift up those around you. This new strategy is worth your while and eventually will pay off big time.

If you are ready to boost your Public Relations, marketing and social media efforts, please visit http://www.kambarian.com or call 516-724-4372 today! Looking forward to chatting with you.



Social Media Tools to Take Your Business to the Next Level

By Angela Kambarian, Founder of Essential Communications


Dear savvy business professional, 

You are probably well-aware of the fact that in today’s fiercely competitive business environment, maintaining a social media presence is paramount to your success, increased earnings and improved reputation. If you choose to ignore social media, you are at risk of falling behind and letting your competitors take over.

Therefore, I decided to share some additional insights about a few social media tools that can help you galvanize your marketing and propel your business forward.

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Here are a few crucial strategies to add your arsenal:

Even though there are countless social media networks to choose from, your job is to familiarize yourself with all the nuances, specific advantages and demographic offerings each channel has to offer.

For instance, Facebook is a great tool for retail businesses allowing them to advertise their products, post content and interact with followers. Twitter is another popular network offering a few advertising options and an opportunity to post ads. Snapchat is an unconventional marketing tool; unless you are selling to millennials, you can forego using this network and focus on others. Pinterest works best for businesses with specific niches, such as travel, beauty, food, health or fashion. Instagram targets individuals between the ages of 18 and 29 and enables businesses to connect with a millennial market.

Post compelling images

According to one study, riveting images resulted in a 94% increase in total post views on social media. Besides, young millennials have an insatiable appetite for the visual which should prompt you to create eye-catching photos to boost your online presence.

Post often and post conistently

While consistency is key to your success, I want you to be aware that there are optimal times to post on different networks.

When it comes to Facebook, aim to post at least once a day between 1pm and 4pm. Twitter may require a whopping 15 posts per day to get the best impact. You should post one to two times on Instagram, with the first one around 8am-9am and the second one in the afternoon around 2pm.

Armed with these valuable insights, you will be better equipped to enhance your marketing campaign, step up your game and stand out in a crowded marketplace. Good luck with your endeavors!

If you are ready to boost your Public Relations, marketing and social media efforts, please visit http://www.kambarian.com or call 516-724-4372 today! Looking forward to chatting with you.





How to Craft a Riveting Brand Manifesto

By Angela Kambarian, Founder of Essential Communications


Dear savvy business professional:

How do some of the most successful and inspirational leaders build a loyal following? They create a core message that clearly articulates the purpose of their organization. It is NOT about your product, what it is or how it works; it’s about explaining why people should care about your organization and its cause which may ultimately result in a bigger support for your brand and increased influence. In other words, buyers purchase the “why” of your organization, not the “what” or “how”.

Resonating with your audience and connecting with your prospects on a deeper level is what appeals to the part of the brain responsible for action. Simply put, if you can evoke emotion, you can influence behavior. If you fail to accomplish that, you will have a hard time closing a deal and selling your product. Therefore, the best way to go is invest your time and creativity into writing a brand manifesto. Let me assure you – it’s worth the effort.

So what is a brand manifesto? In a nutshell, it describes why your company exists, its purpose and why people should care about it. It’s an emotional story that “pulls heart strings”, captivates your prospects and inspires them to support your business. In addition to that, it can help you gain more visibility among potential job candidates and attract top talent.

Here are a few straightforward suggestions on how to develop a brand manifesto that will transform your image, your reputation and your business.

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1. Clearly identify the reason your company exists and why anyone should care

As I stated above, your brand’s purpose drives your entire brand manifesto. Keep in mind that without it, your message will lack authenticity and look more like a manipulative poorly-constructed sales pitch. There are quite a few phrases to avoid, such as “We are number one!”, “We are the best”, “We deliver”, etc. Remember: your “best-in-class” features are NOT going to prompt people to throw their support behind your company.

There is a better way to do it! Why don’t you consider asking your founders WHY they started the company. What encouraged them to take action, take a risk, and invest their resources into their business? What problem were they eager to solve? Was there anything in particular that bothered them? And why were they so determined to grow their company? More likely than not, your organization’s purpose may be “lurking” somewhere within the answers.

2. Explain how your company’s purpose will improve people’s lives

Most people are determined to improve their image and their lives. It’s a no-brainer. In fact, self-actualization is a universal goal that almost everyone living on this planet wants to achieve. The smartest brand marketers understand this about the human nature. Nike – define and meet your own greatness. Fiat-enjoy the life to the fullest. Levi’s – don’t ever settle in life. As you can see, these statements are powerful life mantras that improve lives and bring out the best in people. As a result, their customers imagine a future with their product or service bettering their lives. See my point? 🙂

3. Write in second or third-person to place your customers into the story you are telling

As an effective communicator, you should pull your prospects or customers in by demonstrating how your business can help them and how it can improve their lives. So if you use pronouns like “you”, “we” and “them”, you can engage your audience on a personal level and place them in your narrative.

Final words:

If you polish your communication skills, get your creative juices flowing and take the time to develop a powerful, riveting and stimulating brand manifesto, you will be better equipped to persuade people to support your brand, build a loyal following and take your business to the next level. Good luck with your endeavors!

If you are ready to boost your PR, marketing and social media efforts, please visit http://www.kambarian.com or call 516-724-4372 today. We are looking forward to speaking with you soon!










5 Pivotal Social Media Trends for 2019

By Angela Kambarian, Founder of Essential Communications



Dear savvy business professional:

Believe it or not, following trends does NOT always guarantee success. While keeping tabs on new developments in social media is crucial, there is no need to jump on the bandwagon PRIOR to clearly identifying your course of action. Make certain your social media efforts are in line with your brand and practical for your business.

So here are a few trends to watch for in 2019:

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1.Long-Form Content and SEO

When it comes to length, a well-written and high-quality article with 1,600 words is more likely to outrank an article with just 500 words. It comes as no surprise that publishers are increasingly requiring guest bloggers to submit articles with a minimum of 1,000 words. Therefore, company blogs will have to embrace long-form content to get SEO traction and draw more followers. Keep in mind that mindless content will not have much of an impact – it’s the articles offering valuable information, interesting tips and unique insights that will help you get the attention you need and give Google a reason to rank them more favorably.

2. The Rise of Video Marketing

As you may already know, videos have emerged as the preferred form of content. In fact, evidence suggests that marketers have overwhelmingly adopted video marketing to gain online visibility and increase sales. Video is a powerful tool allowing a company to put a human face on an organization; it enables prospects and customers to get to know who works and leads in a business and what makes it special. In addition, social media algorithms might give video posts better organic reach that other types of posts.

3. “Pay to Play” is Your Path to Increased Exposure

With the diminishing organic reach of business content, most businesses will have to consider investing in sponsored posts and social media ads to retain visibility. Here is the good news: social media advertising does not have to break the bank; a small investment can go a long way and help you take things to the next level. Therefore, it comes as no surprise that this trend will continue well into 2019.

4. Personal Branding Vs. Business Branding

As I pointed out before, putting a human face to a business can help build loyalty, garner trust and turn prospects into clients. Especially when it comes to small businesses…One of the best ways to humanize a brand is to promote the personal brand of the business owner or a high-level leader, which has become a staple for many organizations. Of course I am referring to guest blogging, podcasts and webinars, videos and other important tactics. Hiding behind your logo no longer works. By letting people learn more about the character and expertise of company leaders is a surefire way to build your brand reputation and set your business apart in a crowded marketplace.

5. The Importance of Individualized Content

The significance of customized marketing campaigns can no longer be overstated. In today’s world, an overwhelming majority of clients and customers expect brands to tailor their offers to their specific needs, wants and demands. To accommodate these expectations, businesses need to consider advertising and targeting campaigns on various social media channels, as the demand for individualized content continues to grow.

If you are ready to boost your PR, marketing and social media efforts, please visit http://www.kambarian.com or call 516-724-4372 today. We are looking forward to speaking with you soon!








5 Signs Your Content Marketing is NOT Working

By Angela Kambarian, Founder of Essential Communications


It goes without saying that creating riveting content is one of the most essential aspects of your marketing strategy. In fact, it requires a great deal of your time and substantial resources. Therefore, it is important that you do the right thing and make an impact, while building trust and solidifying relationships with your clients and prospects. But what if your audience does NOT like your engagement strategy? Are there any SPECIFIC signs suggesting that your marketing efforts and money are misallocated and mismanaged?

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Here are a few signs that you should reconsider and upgrade your audience engagement strategy.

1.Your surveys, articles or announcements are not getting responses

Oftentimes, new content goes unnoticed on social media. It happens even to some of the biggest and most successful brands. Believe it or not…But what if you are reaching out directly to your audience with queries, polls or surveys and getting no responses? Silence is usually a clear sign that your style is not resonating with your followers. Time to take action and make some changes!

2. The engagement you are getting is superficial

There is nothing wrong with getting upvotes or likes. Here is the deal though: in the grand scheme of things, they are pretty meaningless. Guess what: Facebook likes are not correlated to further engagement or relationship-building at all. Why? Simple. The process of liking or upvoting a post is nothing more than a knee-jerk reaction that has nothing to do with any real endorsement, delight or interest. So if this is the only engagement you are getting, that could signal a problem with your marketing approach.

3. Even established clients or customers are no longer reacting to your posts

Here is the challenge most business professionals face when it comes to social media: It can be quite challenging to develop a powerful engagement strategy to attract new contacts, while keeping your existing customers engaged. Loyal customers may feel as if they are being taken for granted if most of your content is tailored towards new prospects. I am sure you are well aware of the fact that it costs five times more money to attract a new customer than it does to cultivate, nourish and solidify existing relationships.

4. You are using customer data for marketing rather than engagement

There is nothing wrong with utilizing customer demographics, purchasing history, website analytics and other metrics for marketing purposes. Most businesses have to do it. Let me assure you that customers are keenly aware when they are being used. While you may gather customer data for marketing, keep in mind that you can create some resentment if that’s ALL you are doing. What you should do instead is use the data you collect to develop compelling, riveting and educational content.

5. Your customer onboarding efforts are not attracting eyeballs

Let’s face it: customer onboarding is a crucial part of any engagement strategy. It includes webinars, training sessions, instructional videos, newsletters and other communication materials. By the way, the “aforementioned” communication strategies may help you turn your regular customers into loyal ones. They may even become your brand ambassadors and spread the word about your products or services.

Final thoughts…

If your content is not doing its job and generating results, do a content audit and figure out what isn’t working and why. In some cases you may need some tweaking or, perhaps, bigger changes and even a heavier investment. Keep in mind that there is no instant gratification. Content marketing is a long game and your gains will take time to show up in your bottomline.

If you are ready to boost your PR and marketing efforts, visit http://www.kambarian.com or call 516-724-4372 today. We are looking forward to speaking with you soon!





5 PR Trends That Will Help You Succeed in 2019

By Angela Kambarian, Founder of Essential Communications


As we enter the last weeks of 2018, it may be a good time to upgrade your marketing plan and devise a new course of action. As they say, “the world is changing a mile a minute” making it difficult to stay on top of things, set yourself apart or maintain trust in a rapidly evolving business environment.

When it comes to PR trends, they run the gamut from influencer marketing to storytelling to the unprecedented growth of artificial intelligence.

To ensure your PR strategy is on-point come the New Year, I suggest you check out my list of some of the most essential trends that may impact your marketing efforts. Armed with these insights, you will be better equipped to start off 2019 on the right foot and propel your business forward.

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1.There is a Sharper Distinction Between Public Relations and Media Relations

According to Scott Meerman, 2019 is the year that PR pros finally realize that that PR and media relations are different activities. PR means using many different ways of communicating with constituents. How? By creating compelling, educational, or inspirational content. Media relations is just a subset of PR and mainly focused on working with reporters, editors or producers and urging them to tell a story.  Make sure you do NOT limit your strategy to media relations. Try to develop a full and comprehensive PR strategy and create fascinating content – not just for the media but also for ALL your constituents.

2. The Rise of Artificial Intelligence

One of the biggest changes I foresee is AI impacting the way PR professionals operate. Some of the more mundane, tedious and time-consuming tasks can be automated making them good candidates for AI.

So what exactly is Artificial Intelligence? AI is the development of computer systems that perform the following tasks: create media lists, transcribe audio and video into text, predict media trends and monitor social media, among other things. That being said, relationship building, creative strategy development, trust building or story telling will remain the provenance of business professionals.

3. The Role of Native Advertising

I am sure you have had this experience – you are perusing a news or entertainment site and stumble upon an engaging article. When you look for the author, you find tiny print that reads “Sponsored Content” and possibly a brand name. This is just one example of how native advertising works and why it’s so effective at reaching people. According to communication experts, this trend is more likely to continue as publishers are driven to develop and grow new forms of revenue.

4. Earned Media Continues to Expand

If you are serious about boosting your PR efforts, embracing all earned media ( including influencer marketing and word of mouth), is a smart way to go. Keep in mind that in addition to publicity, speaking engagements or trade show participation, backlinks are a vital part of earned media that boosts your SEO score and gets your brand seen by a wider audience.

5. Fake News Frenzy Intensifies

Here is another powerful trend that continues to heat up. Of course I am talking about fake news. What started a few years ago as a theory, has rapidly evolved into an all-out war against against news media outlets – and journalists are feeling the heat. Currently many of them are in a fight to win back trust and restore credibility. This effects the way PR pros operate. As they prepare campaigns, develop content or craft press releases, they must be alert to any potential threats to their brand’s reputation. Therefore, it is important to be specific in terms of quotes, cite all sources and remain hyper-vigilant when it comes to statistical data.

Let’s face it: Competition across all industry sectors continues to intensify. As I pointed out in the beginning of the article, with the right insights and tools you can stay on top of your game and gain the success you deserve. The 5 trends above will put you on the road for a successful, productive and exciting PR 2019.

If you are ready to boost your PR and marketing efforts, visit http://www.kambarian.com or call 516-724-4372 today. We are looking forward to speaking with you soon!

















How to Upsell or Cross-Sell Your Services

By Angela Kambarian, Founder of Essential Communications


The end result of upselling or cross-selling is obvious: it usually leads to increased earnings. But here is the problem: most customers or clients can see right through the “You might also like…” line and choose to stick with the original purchase.

When you explain to your customer how your suggestions are going to benefit him/her and make a difference, you can use the art of upselling and cross-selling to your advantage.

So how do you go about doing that?

Let me start off by briefly defining the aforementioned terms. Upselling is encouraging the purchase of anything that would make the primary purchase more expensive. Cross-selling is encouraging the purchase of anything in conjunction with the primary product. In other words, upselling would be suggesting paying extra for bacon on top of a cheeseburger, or suggesting the purchase of a keyboard with a new computer.

Interestingly, upselling is usually more effective than cross-selling. Think about it – it’s a bit easier to sell something related to what customers have already purchased than to sell them something that is complementary, but still, different.

Let me assure you that by knowing the difference between upselling and cross-selling, you put yourself at an advantage.

Get to know your clients and their personas

If you have ever waited on the phone for a customer service rep to help you solve a simple problem, only for them to offer at least a million of different options BEFORE learning about your situation, you can certainly understand the frustrations your customers or clients might experience. Therefore, suggestions that are impertinent and out of line with their needs, wants or challenges may not only aggravate them, but also jeopardize their relationship with your organization.

Make sure your ideas or offerings fit your client’s exact needs at the very moment he or she is discussing them with you. Look out for signals like “I wish I could do X” or “It would be great if we could try Y” that should clue you in on their biggest desires. If you listen carefully,  you will be better equipped to determine which of your products or services could help them, and offer a cross-sell or upsell. In addition to customer feedback, you could benefit from reviewing demographic and psychographic information and tie up loose ends. Don’t forget to map out customer journeys to clearly identify how they will use your product and how it will help them grow. When they get to the point where they can see results, they will start telling other people about you and your company and drive referrals.

Don’t beat around the bush: Be honest

Keep in mind that if something is off during the sales process, customers will sense it and walk away. The more transparent you are about your methodology, pricing and contracts, the more likely your customers will stick around and maybe even become your loyal advocates.

Don’t be too shy: Showcase your value

Once you have determined that the upsell or cross-sell offer makes sense for your client, your work isn’t done. Now your job is to demonstrate the value the additional product or service has to offer. That’s where well-written case studies, compelling testimonials and convincing customer reviews come in. If you have any data about increases in KPIs your clients have achieved as a result of using your services, go ahead and share it. No need to be “demure” – feel free to shed light on all the value you bring to the table and take things to the next level…without being too pushy or sales-y.

Loyalty should be rewarded

If you have a loyal customer who buys your products or services and listens to your suggestions, take initiative and reward him or her for that. There are a few different ways of showing your gratitude:

-You may send them a thank you letter

-Send them a piece of company swag

-Offer them a discount, free gift or gift card

Cross-selling and upselling are crucial strategies to earn more revenue from existing clients. Armed with these tips and suggestions, you are on your way of boosting your revenues and propelling your business forward.

If you are ready to boost your PR and marketing efforts, visit http://www.kambarian.com or call 516-724-4372 today. We are looking forward to speaking with you soon!