Brittney Borowicz

Brittney Borowicz is an integrated marketing professional with a strong communications background specializing in journalism, public relations and social media. Originally from the northwest suburbs of Chicago, Brittney has spent the past few years working with entrepreneurs and small start-ups in the Chicagoland area to enhance their marketing and social media efforts.

Prior to her current role as the marketing manager for a computer networking company, Brittney realized her affinity for all things media and marketing while working in radio and television and as a professional presenter. Later, she began working at a couple of small marketing agencies in Chicago as a Public Relations and Sales Director and Account Manager, which required her to be well-versed in coordinating specialized public and media relations strategies, creative marketing initiatives and cohesive sales process implementations.

As a strong believer in intimate consumer/brand involvement, Brittney helps her clients create content that engages and educates brand audiences while establishing each individual or company as a thought leader in their industry.

Filtering by Tag: social media

My 5 Marketing Predictions (Plus 1 Wish) for 2015

As with every other industry on the planet, marketing is constantly growing and changing. From newspaper advertising to radio and television to digital media, the marketing industry strives to innovate and at times, just stay up-to-date with the most recent trend that is driving results.

2014 was the year of content creation. Content became the glue that held many marketing campaigns together. Intriguing content got people interested and kept them coming back. One thing that appears to be obvious is that the importance of content creation is not going anywhere in 2015. Here are five of my other marketing predictions for 2015.

  1. Content creation will become a company-wide effort. Right now, content creation is largely a task for the marketing team within a company. Why? Marketers know how to write, create visual media out of that writing and (supposedly) know what the consumers of their brand want. In 2015, companies will understand the importance of input for from all teams. Employees will be tapped for their expertise on different subjects that consumers really care about. For example, technical support staff can create content about the questions they are asked all the time about the products the company sells. This quickly and easily creates valuable content for many consumers
  2. There will be a greater value in community. Social media has been around for years now and while many companies and brands are using it to promote their products and services, they are ignoring one of their greatest assets… their fans. In 2015, companies are going to start to focus their marketing on their community. Not only will marketing become more engaging in order to interact with and build trust with that community, but companies will work harder to create brand advocates out of that community. In addition, sometimes the best content creation comes from those community members. Testimonials and stories from consumers can be repurposed into relatable and effective marketing opportunities.
  3. Content creation will move beyond the blog post. While some companies are still working on getting a blog onto their website and other companies are just trying to blog consistently, the movers and shakers of marketing will be moving beyond the stale blog post all together. Marketers will begin producing richer content and making content an experience for their consumers. An example of this will be marketers creating stories through videos, infographics, webinars, or even, yes, a blog post packed with visuals. These stories will be filled with valuable information that is designed to relate to the consumer without the hard sell of products and services.
  4. If it’s not on mobile, it’s not working. Over 60% of emails are opened on mobile devices first but conversion rates on mobile are unimpressive. This means that there is still a huge potential for marketers to better understand how mobile users behave and to utilize that information to build bigger and better mobile marketing campaigns. Mobile-first thinking will be a priority as mobile usage and mobile content consumption continues to grow.
  5. The customer is in control. With the influx of information available on the internet, businesses and consumers are spending more time researching the products and services of different companies before they buy. The buyer wants to know they are getting the best prices, the best products and the best services they can and with the internet, they have a choice of many different companies. Because of this abundance of information, the buyer is in truly in control of the buying process. Because of this, brands need to build their marketing campaigns around grabbing a consumer’s attention, gaining that consumer’s trust and then making sure that consumer comes back for that product or service time-and-time again.

In addition to my marketing predictions, I have one marketing wish for 2015:

My wish is for brands to find a balance between being present and being useful.

Brands constantly strive to be seen by their consumers. They want their consumers to see them, know them and then think of them when they need their product or service. Many brands actively stay present in their consumers’ lives through blog posts, email blasts and/or social media. The brands that are effectively marketing to their consumers though, are those who are providing useful information to their consumers such as video tutorials and how-to articles. 

Within the past year though, I have become annoyed. Many brands have become so concerned about being seen by their potential consumers, that they are no longer useful… just annoying. Everyone agrees that spammy, frequent emails are the worst, but some runner-ups include a boring blog post for the sake of having multiple blog posts per day and brand news that really isn’t news. 

Brands must start asking themselves, “will our customers and potential customers find our content to be useful?”

By all means, stay present! But find a balance between that presence and usefulness. Answer questions from your followers on social media and create new how-to videos for your products and services. I just ask that brands find that happy place between making sure their consumers and potential customers know them and the three-times-a-day-shoving-useless-content-down-your-throat emails.

The Number One Mistake Everybody Makes on Twitter

Thank you to Gary Vaynerchuk for this wonderful SlideShare presentation.

This is one of my absolute biggest pet peeves on Twitter. I have spent a few years trying to teach Twitter users (Tweeters?) this rule but it still astounds me to see people not knowing how to properly use this common Twitter function.

To see what I am talking about, and to get a little laugh, click through Gary's SlideShare below.

The More You Know


5 Social Media Platforms to be on that Aren't Facebook or Twitter

SocialMediaStress

Social media has become a huge player in business promotion and engagement over recent years. With so many different platforms to choose from, many businesses don't know where to start and therefore start EVERYWHERE.

The truth is, not every social media platform is right for your business or consumers. Rather than be on every social site, it is important to choose only a few platforms to focus your efforts on so that you can generate the most consumer engagement, and ultimately, sales for your business.

So which social media platform is right for your business? Here is a quick snapshot of five of the top social media platforms to be on that aren't Facebook or Twitter. (Although I happen to love both Facebook and Twitter.)

LinkedIn

Best business uses: Networking to reach potential clients.

How to maximize your reach:

  • Join LinkedIn groups that relate to your business or industry. Once you've established yourself in a group, work to answer questions and foster conversations, which will boost your reputation as an expert and help others get to know your company.

  • Engage with others in your network. This is obviously the best way to network with people both in and outside of your industry and the best way to find new, potential clients.

How not to use it: 

  • Don't spend too much time pitching your products or services. Instead, promote news and information about the industry your business is in.

YouTube

Best business use: Building credibility by showcasing your knowledge and skills.

How to maximize your reach: 

  • Make a list of the 10 most frequently asked questions about your industry and film yourself answering them. Think of the kind of queries that people sit down to Google.
  • Because YouTube videos show up in Google search results, make sure to optimize the videos with as many keywords as possible.

How not to use it: 

  • Don't post long videos -- keep them under a minute and a half. Focus on one question or issue per video to keep your message on track.

Pinterest

Best business use: Promoting your brand to a female-skewed audience, specifically mothers. (Although, men are increasingly beginning to use Pinterest.)

How to maximize your reach: 

  • Use good SEO practices when titling your boards and filling out Pins and descriptions. It's important to name your boards with phrases people will search for.
  • Check Google Trends. If people are searching for something related to your business or industry, create a board or Pins around the topic.

How not to use it: 

  • Keep personal Pins highlighting your favorite books, fashion, and travel photos separate from those linking to your company's URL. It's okay for both business and personal boards to reside in the same profile. For a “personal” board, consider something that may indirectly involve your business or industry.
  • Never use copyrighted pictures to create Pins.

Instagram

Best business use: Promoting your brand via stylized images to a largely twenty-something audience.

How to maximize your reach: 

  • The revenue generated by an Instagram follower is 10 times greater than that generated by a Twitter follower, according to data analytics firm, SumAll. Take pictures of what makes your business unique or helpful to its consumers. Take pictures of both products and especially of people using your products.
  • Instagram allows you to connect to Facebook or Twitter so that you can cross-post your pictures.
  • Use hashtags to help your customers find your products and services across all three platforms.

How not to use it: 

  • Don't let your account go dormant. Update it with new pictures at least every other week to keep people interested.

Google+

Best business use: Promoting your brand with Google integration – which carries significant weight in terms of SEO and organic search visibility.

How to maximize your reach: 

  • Google+ has a larger variety of communities to choose from (similar to LinkedIn).
  • Google+ Hangouts is a great, free alternative to other webinar services. You can only have 10 participants actively on video but you can stream the video to an unlimited number of viewers using YouTube.

How not to use it: 

  • Posting only about your product. Google+ encourages engagement with your customers. Only about 20% of your posts should be about your product/service while the other 80% about your customers and their lifestyles.
  • Ignoring “Circles.” Google+ Circles allow you to segment and target specific messages and posts to specific people (Ex: Customers vs. prospects vs. industry professionals vs. partners.)

Why is LinkedIn So Important? + A LinkedIn Share Guide

Although it is typically underrated among other social media platforms, LinkedIn is the most popular and largest professional networking site available today. With over 240 million active users and 3 million businesses having a company page, it's the perfect platform for getting hired, connecting with other business professionals and business-to-business (B2B) networking and sales.

So why is LinkedIn so important? There are many reasons, but here are a few that were mentioned above...

  1. Personal branding - LinkedIn is one of the few and free ways to promote yourself as a professional and/or thought-leader in your industry. Not only do you have an online resume on display, but its home feed allows you to share your work, other industry-related news, articles and so on with the rest of your network. In addition, joining groups and commenting on other peoples' posts allows you to share your knowledge with people outside of your network. This personal branding can help land you a job or even advance the career you already have.
  2. Connecting with other professionals - LinkedIn is a great place to make strong connections with other people in your industry or professionals with similar interests. As mentioned above, LinkedIn allows professionals to share their knowledge with each other. In addition, don't be afraid to seek advice from other professionals or even connect to do business with that individual in the future.
  3. B2B networking and sales - With over three million businesses on LinkedIn, it's the perfect place to find sales leads for B2B companies. LinkedIn has a powerful search function that allows a person to search within specific industries or even for people with a certain job title to do business with. Company pages are also a great way to keep track of competitors, partners and other interesting companies.

Now that you know a few reasons why this business networking platform is so important... Are you on LinkedIn but don't know where to start? Or maybe you have a profile but need some easy ways to help make your presence known.

I have included, what I like to call, a "LinkedIn Share Guide" below. I like to share this guide with people who are new to LinkedIn or want to make more of an impact on their network without doing too much work.

Download the LinkedIn Share Guide PDF here.

LinkedIn Share Guide

General Maintenance:

  • Have an updated, professional photo
  • Keep your profile updated with job descriptions, job titles, projects, etc.
  • Make sure your company description, job description and posts are consistent with Grid Connect messaging
  • Customize your profile URL

Activity:

Every day (when applicable)

  • Like, comment on, and/or share new posts from your company page
  • Like, comment on, and/or share new posts from your colleagues that are relevant to your company or industry
  • Respond to comments on your posts
  • Accept pending connections (if connections are appropriate for your business or networking purposes)
  • Check who has viewed your profile

Every week

  • Share an interesting link to an article or video related to your industry
  • Search for 5-10 people you can connect with and send them an invitation (if connections are appropriate for your business or networking purposes)
  • Send thank you messages to those who have connected with you throughout the week
  • Post to a group that is relevant to your industry

Every month

  • Share one piece of original content (e.g. blog post, case study, answering a question you frequently get, etc.)
  • Catch up with one of your connections that may foster new business opportunities
  • Follow a new thought-leader in your industry
  • Post about any events you will be attending during the month (especially if you are speaking at them or sponsoring them)
  • Leave groups that are not active and look for new ones that may be beneficial to you and your company or brand

Download the LinkedIn Share Guide PDF here.

...

Want to connect with me on LinkedIn? Click here!

7 Quick Tips for Starting Your Business on Pinterest

Social media platform, Pinterest, isn't just for DIYers and women's apparel. With over 70 million users, Pinterest has become a valuable tool for many small businesses looking to drive sales or connect with potential clients.

There are many tips that businesses can use to increase their visibility, website traffic and overall branding. Here are seven to get you and your company and brands started...

  1. Start with your website. Make sure each product and/or service has a visual element so that others can Pin that image to their Pinterest boards. Make it even easier for your audience by including "Pin It" buttons near your different products so that those items can be shared quickly.
  2. Find what people are searching for and who is doing the searching. For example, if you are an indoor air quality company and see that yoga studios are searching for your product/service or similar indoor air quality products/services, create a Pinterest board about the subject of yoga and how clean air positively affects your body. Work to create the best board on this specific topic including valuable visuals and articles as well as the products and services you have to help those yoga studios keep their air clean. (This is a real example of a company I worked with in the past.)
  3. Use keywords. Pinterest is a great search tool. Just as with all other parts of the internet, keywords are important so that those looking for your product/service can easily find them. Pinterest is also great for SEO and keywords and phrases will help drive Google and Bing to your Pinterest boards.
  4. Include your URL in your Pin description. This works to drive people back to your site and helps those people remember your name for the future.
  5. Include your price in your Pins. Although this is a more controversial tip, it will get people who are truly interested in purchasing your product/service to click and convert. Pins that include their price also convert more than those without it.
  6. Engage with your audience and community. Comment on and Like Pins from people and other companies that may be interested in your products or services. This helps build a sense of trust with potential consumers and alerts people of your presence when they may have been unaware of your company before.
  7. Not all brands are meant for Pinterest. Just as with other social media channels, your audience may just not respond well. Brands and companies should not be on ALL social media platforms. If Pinterest may be a good platform for your brand, take the time to do it right and measure your success.

Want to follow me on Pinterest? Click here!