Blog - McCoy Communications

November 5, 2021January 29, 2023

A Step Back in Time to Support the Future

I’ve had the great fortune to live close enough to my undergraduate alma mater to volunteer with students through the Office of Alumni Affairs Career, Mentoring, and Professional Development Center and the college of business.

For several years, I counseled students at an annual “resume boot camp” to help them prepare their resumes for an internship or professional job search, and served as a panelist for a student success conference sponsored by the business school’s fraternal organization. I’ve found these volunteer opportunities extremely beneficial, not just for students preparing for the real world, but for me as well.

I truly love going back to campus. Although some infrastructure has changed or been updated and new academic programs added since my time there, it’s nice to step back in time to see the “old familiar” and go back to where it all began for me. It’s also an incredible opportunity–both as an alumnus and business professional–to pay it forward to those preparing to spread their wings.

Through volunteering on campus, I’ve met many extraordinary students over the years. One student athlete I spoke with wanted to prepare two resumes: one for his major area of study, and one for his athletic career in the event he was drafted to play professional sports. His visit to the boot camp was to make sure that his resumes were in tip-top shape to find a job that would take him away from the poverty he grew up in. His post-graduation goal was clear: going home was not an option. Incidentally, his draft prospects were heavily contingent on the team’s post-season performance. Regrettably, the team lost in the first round and he wasn’t drafted. I lauded him for having the insight to know that sports are not forever and a backup plan is necessary.

I met another student a few years prior who had dreams, goals, and ambition written all over her. As a junior, this young lady presented me with a four-page resume that made me question when–or if–she slept. She was deeply involved in her major, serving as an officer in an academic club. She was heavily involved in the community as well, both on-campus through a multi-cultural organization she helped to establish, and off campus through a local charitable service organization. Her passion and enthusiasm drove me to connect with her in LinkedIn. The next year, she came to the boot camp as a senior with more achievements, even stronger drive, and a more concise resume. We remain in touch to this day.

Another student sought direction not only for his resume, but also for his interpersonal skills. After we discussed a few modifications and areas for improvement on his resume, we had a conversation about other tools he could use and steps he could take to get ahead. He was a self-proclaimed introvert, lacked confidence, and struggled with interpersonal conversation. Sensing he was nervous even to begin the job search process, I reassured him, “If you go into every interview the same way you did with me today, you’ll do just fine.” What he didn’t realize is that an interview is nothing more than a conversation. We just finished a 20-minute conversation about his skills and education–everything a prospective employer would want to know–and I never doubted his ability once.

Though every student is different, my advice to each is the same:

Create a LinkedIn profile. Today’s college students don’t know a time when there wasn’t social media. Though most students engage in various platforms for social purposes, I remind them that LinkedIn is for business. It’s the perfect way for prospective employers to learn more about them, and them about potential employers.

Key words are, well, key. While it’s obvious students shouldn’t apply for positions they’re not qualified for, they should make sure their qualifications most closely match the employer’s needs. With most resumes received and reviewed by application tracking systems (ATS), one way to get past the ATS and catch a recruiter’s eye is to make sure cover letters and resumes include key words and phrases from the position description. Caution: Don’t plagiarize. But do make sure that words related to the position title or its responsibilities (e.g., ‘communications’ rather than ‘marketing,’ ‘finance’ instead of ‘banking’) can be found throughout your documents. The terms should flow naturally and not be overwhelming, like word-stuffed meta tags from the days of old.

Add numbers. This isn’t possible for resumes of all majors, but when and wherever possible, quantify your skills and experience. Did you organize the most successful fundraiser in your organization’s history? Great! How much money was raised? How many volunteers did you work with? How many events do you coordinate a year? Did you serve as treasurer for your campus club? Terrific! What was your total budget? Did it grow? How many members did you have? Don’t tell recruiters how good you are, show them.

It’s evolutionary, not revolutionary. Of course, you want your resume to be perfect and attract recruiters to land that first job. But remember, it’s not carved in stone. As you get your first job, you will learn and grow–as you will throughout your career–and your resume will grow as well. New skills, new positions, and yes, even relevant volunteer positions, can and should be included on your resume as you gain new experience. No one will know your skills and capabilities if you don’t include them.

With this last point, I encourage students and professionals alike to get involved where and when you can. If you’re too far from your alma mater, check your local high school, find a community center, or start a service at your community library. The earlier that students get prepared, the better, and there is always a need for extra resources in the community. Yes, it’s volunteer and there’s no paycheck at the end of the week, but the reward for making connections and helping others is truly invaluable.

February 3, 2021February 3, 2021

Challenges of an Experienced Job-Seeker

I’ve been earnestly looking for a job (amidst the pandemic) for a while. I get nibbles, but no firm bites. I don’t have enough media relations experience, they say. I’m better suited for a corporate communications position, they say. I’ve heard it all.

But as my search drags on, one comment hearkens in my mind. It came several years ago from someone I admire, but who chilled my respect.

During a programming event I had planned for her to speak, I asked during dinner what her hiring preference would be in a tight market. Very plainly, she stated, “I’ll hire someone with little experience over a seasoned professional in a heartbeat. That way, I can mold them into what I want in a professional.”

I was stunned, and take great exception to that. I’ve had several jobs in my career that have spanned a variety of industries. To think that I could walk into any position and impose my own voice or style is absurd. Ever employer, every environment, every brand has its own voice and style. A professional communicator’s job is to convey that style.

As an example, over the summer I interviewed for a part-time position with an attorney who offered me the job. He is an outspoken professional who holds very different views on many things than I do, but I only knew that by reviewing his website, podcasts, and social media posts. We never discussed it in person.

He asked me during the second interview how I felt about his public stance on the issues he supports and how I could represent him as someone who is so outspoken on current political events.

I answered quite honestly, “My job as a professional communicator is not to inject my own thoughts or feelings on the matters that you represent or stand for. It’s not about me, it’s about you. I am simply a conduit of your voice to your audience.”

Then he ghosted me. Despite my attempts, I never heard from him again.

My point is this: Don’t discount experienced professionals for a lack of flexibility.

During my unemployment, I have freelanced for various contractors in different industries. Each requires a different tone and voice. Every environment is different. I have adapted, which is why I get repeat assignments. Just because I have experience, don’t count me out as an old dog that can’t learn new tricks. Nothing could be farther from the truth. I LOVE to learn new things and ways to do them, and welcome the opportunity to help someone looking for my adaptable skills.

Contact me to learn more.

May 22, 2018May 25, 2018

Technology and the NFL: One Major Takeaway from…Harvard Business Review?

I’m an avid follower of Harvard Business Review (HBR). I’ve discovered most of my favorite business writers on HBR. Articles by Dorie Clark, Tony Schwartz and Peter Bregman strike a strong professional chord with me. But I recently read a piece by Whitney Johnson that really caught my eye.

Johnson’s article, “Why Talented People Don’t Use Their Strengths” spoke volumes in title alone, but got me thinking about the article’s subject as it relates to employee engagement and workplace satisfaction.

The piece discusses a technology upgrade initiated by the National Football League (NFL) in response to recent and historical headset radio frequency interference and tampering during games (yes, it happens). Without giving away the details of the article, Johnson wrote that the action may never have been taken if the developer’s boss, NFL Chief Information Officer Michelle McKenna-Doyle, hadn’t made a key observation in the NFL front office.

What McKenna-Doyle noticed was that many of her employees “were struggling…not because they weren’t talented,” but “because they weren’t in roles suited to their strengths.”

Eureka! How many stories and statistics have we read about employee engagement and job satisfaction in the workplace? Consider these brief compilations from Access Perks:

81% of employees are happier when their jobs effectively make use of their skills/abilities (IBM)
49% of employees say their company understands their unique interests and skills (Mercer)

Only 49%? Maybe that’s why 51% of the US workforce is not engaged (Gallup) and only 44% of employees are happy in their current role (Hays).

So how can employers match employees with roles that suit their skill sets?

According to Johnson, observe people, especially at their best. “Some [employees] will undervalue what they do well and it may be up to you [the employer] to place a value on what they do best.”
Listen. There may be occasions when employees see an opportunity to lend their expertise for the benefit of the company. Allow them to share their ideas and offer a presentation or test platform to demonstrate it.
Ask. According to Glenn Leibowitz, good employers will seek advice and input. “They may not always agree with you, but they ask what you think and consider it as an important piece of input into their decision-making process.” Employees are more engaged and satisfied in their work if they feel that their ideas are heard and valued.

But how can disengaged employees pitch the value of their untapped talent to an employer? Author, speaker and solopreneur Dorie Clark—who literally wrote the book on personal branding–offers these tips:

Network. This is critical both inside and outside your organization, Clark says. If those inside your organization understand the value of your talent, they may be able to offer support in your efforts. Networking with those outside of your organization can show validity in your skills and talents—and provide external references.
Build your pitch. Showing up and working hard day after day isn’t enough. Others are too consumed by their own work that they may not even notice. Help them connect the dots to your value. Create an elevator pitch that briefly explains what your capabilities are, what training or learning you may have experienced to gain those skills, and explain the value it can bring to the company or organization as a whole.
Go public. No one will understand your ideas or value unless you share them. LinkedIn is a great platform for publishing content that can bring recognition to your knowledge and build your reputation.

Johnson’s article is testament that employers should hire employees not only based upon their knowledge and ability to fulfill a particular job title, but also to find candidates with other skills and capabilities that may be useful to the organization in a broader sense.

It’s these thought-provoking articles and authors that drew me to HBR in the first place—and given the abundance of corroborating data—why I keep going back.

So thank you to HBR and the NFL for introducing me to another great author and spurring me to share my insight on today’s professional environment.

March 16, 2018March 18, 2018

You’re graduating! How Can You Find a Good Job?

(This post is an update to an article written for the Shippensburg University Career Newsletter)

Spring is an exciting time for graduating seniors. March Madness is in the air, the days are longer and warmer temperatures are just around the corner.

But it can also be a stressful time, as seniors prepare themselves to step out into the real world and find their first professional job.

Today’s economy presents both opportunities and challenges for soon-to-be grads. On the down side, the American economy is strong and jobless rates are near an all-time low, putting graduates in an uphill battle as they try to find a job in a market where few positions are available. On the positive side, new graduates bring fresh ideas to the status quo in established businesses, making them a natural draw for forward-thinking companies. Moreover, new graduates have little experience, allowing employers to mold and shape their thinking to their professional practices (and at a lower price point than a seasoned professional).

When opportunities do come knocking, upcoming and recent graduates need to make sure their resume stands out among the rest. As the saying goes, you can’t get a job without experience, and you can’t get experience without a job. So what can college students do to make themselves more marketable? Here are a few tips:

Get Involved. Participate in campus activities related to your major. Are you studying communications? Write for the college newspaper, or get a show on the campus radio station. Pursuing a degree in geography? Join the department’s geography club and be active.

Volunteer. Want to be a great elementary education teacher? Volunteer with the local Head Start program, offer babysitting services, be a tutor, or participate in a Latchkey program. There are plenty of local education outreach opportunities in most areas.

Take leadership roles. Signing up for or volunteering with a club or organization is nice, but to really stand out to employers, students should seek out leadership roles in organizations. Are you a social media maven? Great! Put it to use marketing your organization’s good work. Have a knack for numbers? Good. Help keep your club’s finances in order as treasurer.

Network. If your campus club or organization has ties to local or regional organizations that hold meetings or mixers, make sure you participate. Introduce yourself to working professionals and talk to them. Establish relationships—they last a lifetime.

Intern. Many companies offer (and most college programs encourage, if not mandate) student internship or independent study opportunities. This is a great way to put your education to work, build your resume, learn about the working world, and maybe get your foot in the door (read: establish a relationship) with a future employer.

Sharpen your “future” skills. Technology changes constantly. Be sure to stay on top of emerging and growing trends, whether in your preferred career path or not. Digital services and analytics capabilities are in high demand right now, making students who can understand and interpret metrics-based tools a hot commodity. As you develop in your career, it’s important to learn and stay on top of these trends as well. Networking can help here too.

All of these efforts aren’t guaranteed to land you a position or even a comfortable income to start, but they will help to build a resume that demonstrates good experience that will get noticed.

Oh, and be sure to start early. Don’t wait until two months before graduating to get in the game.

Good luck!

Interested in learning more? Contact me today at bmccoy@mccoycommunications.com to discuss how I can help!

March 4, 2018March 4, 2018

5 Job Search Takeaways I Learned Talking to Recruiting and HR Professionals

A number of my professional colleagues recently entered (and a few successfully left) the job search market. The fact that jobless rates are at an all-time low notwithstanding, those who are still looking seem to be at a disadvantage to their recent and soon-to-be college graduate counterparts. College graduates are often schooled on the ins-and-outs of applying and interviewing for their first real-world jobs, including what to wear, say and do. Yet while the basics may remain the same, times and trends can change, putting experienced professionals at a disadvantage.

I recently had the opportunity to speak with recruiting and human resources professionals Johanna DiCosimo, Recruiting Manager at GDC IT Solutions; Masai Lawson, Manager of Talent Acquisition at Gannett Fleming; Lynda Spiegel, founder of Rising Star Resumes; and Amanda Baker, Director of the McComsey Career Development Center at Alfred University, to discuss their thoughts on job searching for experienced professionals.

Ditch the Cover Letter

Though their thoughts differ in some regards, most agree on one thing: cover letters are useless. “Unless you’re a recent graduate or are changing careers, don’t bother sending a cover letter, because it won’t get read,” Spiegel says.

“If it’s requested,” DiCosimo adds, “send it, but it likely won’t get read anyway.”

Stay Relevant

When asked what skilled professionals can do to reinvent themselves in the eyes of a prospective employer and make sure their skills stay relevant, DiCosimo noted the importance of standing out in one’s capabilities.

“Build your personal brand,” she emphasized. “Create a blog, build your LinkedIn profile—just raise your visibility so employers can find you.”

“Yes, don’t be a generalist,” Lawson adds. “Be clear and concise about who you are and where your strengths and capabilities lie.” Candidates can’t be all things to all employers, so let them know who you are and where your talent lies to find the right match.

About blogging, Spiegel added, “Write about things that interest you, because you’re likely not the only one interested in that topic.” Whether its antique cars, healthy eating or quantum physics, there are millions of readers eager to consume online content. Writing that content positions you as an expert, which is something that employers look for.

Show, Don’t Tell

This same clarity and conciseness can be applied to writing your resume as well. “Recruiters and human resources professionals don’t have the time nor interest to sort through boring blocks of narrative,” Spiegel says. “Make it easier—and more interesting—for them to read by bulleting your accomplishments in action-based statements.”

Baker adds, “Don’t just say you did or achieved XYZ. Prove or quantify it numerically. For example, rather than telling an employer what a good salesperson you are, show them with measurement by saying, ‘Increased sales by $X thousand dollars’ or ‘Lowered costs by Y%.’”

Stay Current

Everyone I spoke to agrees that candidates of all ages need to stay current on digital communication trends. “Digital services are in demand right now,” DiCosimo said. “To get anywhere today or in the future, you need to understand the digital space.”

“Coding and web development are huge,” Lawson noted, “If you can add these skills to your list of qualifications, your probability of finding a position will increase dramatically.”

DiCosimo adds, “In today’s social media-driven marketplace, understanding, interpreting and using analytics and metric-based tools is key.”

Baker notes that the best way to stay current in whatever industry you’re interested in is to network. “Reach out to people you know who do what you want to do or at the company where you want to work and connect with them on LinkedIn.” Leverage those contacts by asking if they know of anyone you can speak with. “Everyone knows someone,” she says.

Salary is a Sensitive Subject—for Everyone

Another area of agreement: salary is one of the most feared conversations during an interview.

“I’m not going to lie,” DiCosimo laughs, “Salary is as uncomfortable a subject for recruiters as it is for candidates.”

From the job seeker’s perspective, salary can be a double-edged sword. Asking for what you want can price you out of contention quickly, while not asking for enough can undervalue your experience. The trick, then, is how to get what you deserve without coming right out and saying it?

When talking to a recruiter, Lawson says it’s fair to ask what the position’s salary range is. Spiegel agrees. “Asking can help the candidate understand if they are a suitable fit for the position,” she says.

So how do you answer the dreaded questions “What is your salary history?” and “What is your salary expectation?”

For the latter, Spiegel says use deflection—respectfully. “Say, ‘I think it’s best for each of us if we first determine what value I can add to the company in this role.’” If pressed, she says continue to avoid a specific number and focus on your potential contributions to the company.

As for the latter, do your homework before you begin negotiating. Know what the salary range is for the job title you’re applying for in that geographic market. Salaries in larger metropolitan areas are generally higher than suburban and rural towns. To answer the question, Spiegel again encourages avoiding a firm number. “Say, ‘I’m interested in finding a position that’s a good fit for my skills and interests. I’m confident that the salary offered is competitive in the market.”

The bottom line to making a connection with a prospective employer is finding the value that your skills and experience bring to the job.

Job searching for the experienced professional can be an arduous process. And needless to say, the days of graduating from college and staying in a job until retirement are long gone. It may seem that college graduates have the upper hand in landing a job in today’s marketplace, but using the tips above can give experienced professionals an edge over the competition.

Need help with your job search strategy? Email me at bmccoy@mccoycommunications.com or complete the form below. I look forward to hearing from you!

January 23, 2018March 4, 2018

The Changing Face of Exhibiting at Tradeshows

I’ve attended, exhibited and coordinated my employer’s participation in dozens of conferences and tradeshows during my career. Having played each of these roles in those events, I’ve learned the ins- and outs-, nuances and necessities of why professionals in each function do what they do for the other parts.

More recently, I’ve noticed a change in the conference and tradeshow industry, at least from an attendee and exhibitor viewpoint. This can be good or bad, depending on what role you play in the broader event.

Foremost, I recognize that every company markets differently. How a company participates in a conference and markets to its prospects should be part of the company’s marketing plan. Is it better to exhibit with a presence in the exhibition hall only, exhibit and send conference attendees (e.g. divide and conquer) or “exhibit” by attending only? The factors that can impact a company’s tradeshow or conference participation—or lack thereof—are many.

I’ve recently met several professionals who said that they used to rent an exhibit space, but abandoned the practice for various reasons. Some found it too limiting. Despite high conference attendance numbers, exhibit hall visitor numbers dropped, which reduced exhibitors’ exposure to attendees. Others felt that the annual increase in exhibit fees (despite repeat participation) and associated costs (e.g. shipping, travel, meals, etc.) didn’t justify the return on their investment.

To drive more attendees to the exhibit halls, conference coordinators are planning events and social games in vendor areas to increase circulation and attract those who may not otherwise visit vendors. Among the most popular activities are food events, including cocktail hours and dinner buffets. My personal experience as a vendor in these situations has not been particularly positive. One guest spilled his full glass of red wine on our project portfolio. At another event, the exhibit hall was so crowded that we literally stood shoulder to shoulder with strangers who made no bones about not wanting to talk to us about our services. For better or worse, the organizer’s effort did increase attendance in the exhibit hall.

Still other organizers take a more lighthearted approach, offering a prize to the attendee or attendees who successfully complete a bingo card by getting every vendor to initial their respective space on the card. The idea is to get attendees to interact with vendors in a worthwhile discussion, then ask for their signature. I’ve not experienced much success with this tactic either.

Some fellow vendors that I spoke to changed their game plan, shifting from presenting in the exhibit hall (only) to exhibiting via attendance at the conference. This has allowed them access and exposure to attendees in conference sessions or meals in a “no-sell” atmosphere. This raises another point: Many attendees I’ve spoken with said that they don’t visit the exhibit hall because they feel targeted in a hard sell environment. Like fish in a barrel, so to speak.

Face it, nobody wants to be sold to anymore. In today’s social media-driven environment, modern transactions are relationship-based. Period. By the time a customer or client makes a purchase from you, they’ve already done their homework: they’ve researched your product and received reviews and recommendations from their peers who have already taken the plunge. All before they talk to you for the first time.

Still others vendors have changed their exhibit presence and how they market. While many companies and organizations still rely on gimmicks and gadgets to attract guests to their booth, these don’t guarantee a sale or even a successful follow up email or appointment. I’ve exhibited at many a tradeshow where guests (and/or their spouses) simply walk through the exhibit hall scooping up tchotchkes for their coworkers/kids/grandkids without even an acknowledgment of the person or people manning the booth. It’s like watching trick-or-treating for adults, with much less respect to the vendors.

On the positive side, exhibiting is a great marketing opportunity if you are in any visual industry, especially software, gaming and toys. Conference exhibits offer the see, touch and feel WOW! factors that intangible industries like professional services and non-profits can’t claim. Annual tradeshows can also drive the marketing for visual industries, setting the conference dates as the go live or launch date for new products and services.

Whether you or your company chooses to exhibit or attend a conference or not, the event itself creates other business and networking opportunities. In the case of the software and gaming industries, exhibit vendors can offer prospects or existing clients (attending or not) pre-show or special floor access passes to demonstrate or showcase new products and services. This gives those invited a sneak peek at a new release and the sense of VIP treatment that may sway a buying decision.

Conferences also present an opportunity to meet outside of the conference atmosphere. I’m not talking about vendor dinners or after parties. I’m talking about learning through your pre-show marketing or networking (which should also be part of your marketing plan) who will be at the show or in town and when. Whether you or they are the vendor or attendee, you can set up meetings outside of the conference to talk shop. Again, this removes the pressure of meeting in the exhibit hall or conference space where interruptions can—and often do—happen. Arranging and taking a meeting off site allows for more open discussion and may benefit from any insight found or learned at the conference.

Above all else, conferences and tradeshows are great development opportunities. How you choose to participate is up to you, but it should align with your company’s marketing strategy to ensure that you get the most return for your time, money and effort.

Need help with your conference or marketing strategy? Email me at bmccoy@mccoycommunications.com or complete the form below. I look forward to hearing from you!

January 8, 2018January 28, 2018

It’s Not You, It’s Me: How to Know It’s Time to Redesign Your Website

A company—or even personal—website is our presence to the world, the cyber face by which we are judged as professionals and companies alike. But how do we know when our public appearance is turning visitors off and it’s time to redesign?

Jessica Melhorn, Director of Client Solutions at JPL in Harrisburg, PA, says this: Consider what frustrates you as a visitor when using a website, and put it to work when developing—or revamping—your site. Are the contents and graphics up to date? Does it load quickly? Does it use Flash? Is it easily navigable? Does it focus on the user and their needs?

Adobe’s Irina Guseva says that there are five traits of engaging customer website experiences:

1. Personalized: Customers want you to know their browsing or buying habits and make suggestions based on those habits.

2. Useful and contextually relevant: Customers want you to understand their needs at every step of the journey.

3. Timely: Customers want the right experience at the right time.

4. Omni channel: Seamless experiences across all touch points, digital or physical, make happy customers.

5. Social: Social connects customers with each other and allows brand advocates to vouch for you.

The truth is, your website is only one part of the customer experience. There are many other factors that can influence the need to update your site’s content, appearance and functionality.

Foremost, Melhorn encourages, consider your business and business model. Has your position on industry perceptions or trends changed? Who is your target audience? Are you B2B or B2C? Is your audience primary or secondary, and are they influencers or decision makers?

Also, keep an eye on the competition. Is your business facing new competitors? Do they offer new or updated applications or tools that you don’t, or do they offer what you have, only different? Better yet, have you merged with or acquired any new businesses, or integrated new products or solutions that enhance your service?

Several years ago, my own employer became a victim of this circumstance through a business acquisition. The business that we acquired had a similar philosophy, different geographic reach and unique client base that didn’t conflict with our own, making it a perfect complement to our firm. We updated our website to include the newly acquired business practices with the markets we served as a singe company identity. But executive management chose to keep the former firm’s name as a “doing business as” brand through revamped printed collateral and business cards with a modified logo (against the marketing department’s advice). This created a marketing and identity nightmare. The executive and business development teams visited each of the merged firm’s key clients, explaining that the merged company was the same group of professionals, just working under a new business name. Visitors came to our website expecting to see the former company’s name, but it wasn’t prominently stated. Mention of the merger existed only in news posts and in the newly-added business areas of the site. Their clients were confused and frustrated. Who were they working with? What happened to the business they knew? After a year, executive management finally dissolved the “dba” identity and merged the newer business under our corporate name as a united marketing front.

But a website isn’t just about who you are, it’s also how people interact with you. With the increasing number of users accessing websites on devices other than a desktop computer, it’s vital that your site include responsive design for compatible viewing on mobile and laptop devices. Newer trends are also seeing more searches done by voice activation through applications like Apple’s Siri, Amazon’s Alexa and others. Website updates don’t always have to be visible in the front end user experience. Corporate website updates can also be the result of changes in back end technology.

With the number of corporate site highjackings and malware attacks popping up in the news, you need to make sure that your site host, plug-ins and content management system are up to date. If you are introducing a new product or functionality that will attract a larger number of users to your site, make sure that your site is scalable and can handle the increased guest flow. If not, you may face an overload that will crash your site.

As in the case noted above, make your content (and site in general) compatible with current search algorithms so that your clients can find what—and who—they’re looking for. To enhance your user’s experience, make sure that your marketing automation is up to date for streamlined inbound marketing and social efforts. Perhaps what may be the most important back end update of all, make sure that your site is accessible to all users in compliance with the U.S. Department of Health and Human Services Section 508 for those with disabilities.

Your website is your virtual presence, representing who you are and what you do. Make sure that it not only reflects current content, but also functions to meet your user’s needs and makes their experience enjoyable to make them want to return.

Interested in learning more? Contact me today at bmccoy@mccoycommunications.com to discuss how I can help!

December 7, 2017January 28, 2018

The Basics of Establishing a Brand

Brand.

One word that says so much without saying anything.

Have you ever imagined what makes you stand out or what makes you unique? Your brand is just that: it’s everything about you that you both do and don’t do, consciously or not. It’s your image, language, tone, stationery font and the colors of your marketing collateral. It’s your employees and your customers, what they say about you and how they say it. It’s your physical and virtual presence. Your brand is how others recognize, identify and remember you, good or bad. That’s why it is important to shape your brand to create a positive lasting impression.

While the intangible elements of your brand are crucial, this post focuses on the tangible elements created by your marketing communications and/or public relations efforts. Marketing materials, particularly brochures and websites, can be the most recognizable pieces of a company’s brand. These “first touch” elements are often the earliest exposure someone has to your business and what draws them in to want to learn more (or not). So when crafting your brand, consider your options wisely. Here are a few items to keep in mind when building your brand and branded materials:

1. Look inside.

What does your company do? What is your mission? What about your environment or culture? What do you want others to think or remember about you after reading your collateral or visiting your website? These affective questions should help to shape your content design, layout, color theme, font and font size. They reflect who you are, what your organization stands for and should be memorable (in a positive way). Simple and basic styles and designs are preferred over the busy and complicated. Remember: Your design should be reflected across all of your marketing and communications, from business cards to exhibit booth, stationery to signage. Consistency is key, so something simple—but not too simple—can help it be memorable.

2. Use professional images.

Your brand should exhibit quality in all forms, and this is particularly important when creating or selecting images for your site or collateral. Be sure to use professional photography and/or illustrations. Blurred images or amateur shots washed out by a flash are unacceptable. There are many free and low-cost stock image sites available, including Unsplash, Canva, Shutterstock and others that are filled with millions of professional images for virtually any use. Free is fine, but a small investment into a paid subscription if necessary will go a long way for your identity.

A statement of caution: Do not copy images from the Internet or another source without permission. Photographic or illustrated images are the creator’s intellectual property, and copying and pasting their work into your content without permission is a violation of the law, their copyright and simply bad practice. No one wants to launch a brand with a cease and desist order.

3. Use proper writing and grammar.

Your marketing pieces should be designed to inform and entice your readers to want to learn more. Remember, your reader may not be as familiar with your product or service offering as you are, so filling your marketing materials with improper grammar or industry-laden jargon is ill-advised. Write in full sentences, punctuate properly, use proper grammar and shape your story with descriptive items and phrases. Try to put yourself in your reader’s shoes and go back to basics. What product or service do you provide? What does it do? What benefit will they get from it? Most importantly, what’s in it for them? Your writing doesn’t have to be stuffy or formal. Readers will understand your content best when it’s presented as a casual conversation.

4. Proofread, proofread, proofread.

The purpose of developing your marketing content is so that it will be read and remembered. Proofreading is critical! No one wants to do business with a company whose marketing materials and website are full of misspellings, grammatical errors and just poor writing. Not all document and design development applications offer spellcheck, so it is vital to review your text before publishing it. To overcome this challenge, draft your text in a format that does provide spellcheck and then import the text into your design document. If this isn’t possible, ask a friend, colleague or family member to review your work. A second set of eyes can catch even the most innocuous of errors. If you’re pressed for time or no one is available, try reading your content backward word for word. This may not help much with context or grammar, but it certainly highlights misspellings very quickly.

5. Make your content easy for the consumer to read.

Again with the basics: English-reading consumers read content by moving their eyes from left to right, then top to bottom. Your text and graphical content should flow accordingly. If your piece is letter-sized portrait, don’t place text vertically up either side of the page that will make the reader turn the page (or their heads) to have to read it. Period.

Beyond text flow and direction, whether a website or printed piece, make sure that your material is properly formatted and easy for the reader to read (beyond proper spelling and grammar). Generally, this means that your website and printed material should have a white or light colored background with dark or black text in a serif or common sans serif font. Dark backgrounds fronted by white text are very hard on the eyes and difficult to read (and more expensive to produce when printing.) Overly artistic or cursive fonts may look fancy or creative, but are very hard to read.

When developing your brand’s website, most (but not all) web content management systems will automatically adapt the layout size of your site accordingly based upon the device on which the site is being viewed: desktop computer, tablet device, or smart phone. This makes the layout portion easier, but the readability guidelines noted above still stand.

6. Should it stay or should it go?

Beyond your design, be sure to consider what will be done with the material once read or consumed. Will it go on a shelf in the office? Placed in the breakroom for others to enjoy? Shared electronically with executives or employees in other locations? Or go to the File 13 in the sky?

Production formats and finishes may delve too deeply into the collateral nitty-gritty, but again, put yourself in your reader’s shoes. If you received this piece of material, what would you do with it? What you plan or anticipate that your reader will do with your material after they receive it also goes directly to the cost of its production. Don’t spend 40 hours of your time creating a piece that will last 5 seconds in the reader’s hands before it goes in the trash. Spend your time up front on the design to make sure your piece is attractive and readable so it lasts more than 15 seconds and doesn’t go in the trash.

The above tips may seem like a lot, but when it comes to establishing and conveying your brand, there is no shortage of caution to take.

Want to learn more? Contact me today to learn how I can help you take your brand to the next level.

November 18, 2017January 28, 2018

How to Be Your Own News Source

(This post previously appeared in the Bennis PR blog.)

Let’s face it, not every business has a compelling story to tell.

When markets started turning south in 2008, the president of our firm called a meeting and asked us to brainstorm ways that we could generate income outside of our typical revenue stream. Social media was just coming into popularity, so I suggested that we monetize our intelligence. As the market was falling and things began to move ever slower, I proposed that we share our intelligence with clients and prospects to establish ourselves as industry leaders during the downtime, so that when the recession passed, we would be top of mind when our clients and prospects needed our services.

But with no “news” or stories to share, how can companies become their own news outlet? The answer is easy: content marketing. Simply put, content marketing puts you in front of your current and potential clients.

Whether you offer a product or service, or are a B2B or B2C organization, your knowledge is your product. According to Tyler Bouldin, Senior Web Strategy Manager at WebpageFX, the benefits of sharing your knowledge are many:

It establishes you and/or your company as a subject matter expert.
It establishes you and/or your company as an industry leader.
It engages readers and gains followers.
It improves retention.
It can turn leads into prospects.
It fills potential gaps in the sales process.

But before you put pen to paper or fingers to keyboard to create your content, Bouldin notes that it’s important to identify who you want to reach. Is it existing clients? New prospects? Others? After you identify your audience, describe who they are by creating a persona. Are members of your audience men, women or both? How old are they? Where are they located? What is their education and income level? What are the pain points that you can address or resolve for them?

The last point is critical, as it is the foundation of your content. But let’s take a step back for a moment. Yes, content marketing is intended to ultimately bring in sales. But the purpose of your developing the content is to inform your audience and share valuable information. By educating your readers, you become a trusted source of information. Content marketing is not a one-way pushy sales pitch.

So what should you what should you write about? According to Bouldin, that question can be answered with another question: What do you know about that will interest your readers? Back to square one, right? Wrong. Consider what changes are taking place in your industry and how it impacts your audience–and most of all–how you can help. What do you do or offer that no one else does or that differentiates you from others? What are your clients’ most frequently asked questions?

After you’ve identified your topics, create a plan for sharing your content. Creating a content calendar is a helpful way to visualize what content is posted where, and to schedule topics accordingly around other related topics or events. Having a plan also offers a checklist of sorts to ensure that the work gets done.

So you’ve identified your audience and topics, written your content and created a plan to share it. Now get out there and promote it! Bouldin notes that if your company or organization doesn’t already have a blog, create one. This is an ideal venue for your content.

Be sure to share and promote your blog on social media. It’s important to keep your audience in mind when considering media platforms. You likely won’t attract many 55+ business professionals on Facebook, so make sure your message is appropriate for the platform and its audience.

You can also create an e-newsletter to get your content directly to your audience. Online tools such as MailChimp or Constant Contact are popular platforms that can help you track engagement so that you can see who is opening your newsletter and when, and allow you to adjust send times and content as appropriate. For extra mileage, share your expertise with industry trade publications and blogs.

If incoming calls and foot traffic don’t show the success of your content marketing efforts, get out your measuring tools. Google analytics can give a good overview of your content’s performance and allow you to drill down into pages, users, engagement and bounce rates.

Just like any other marketing tactic, content marketing is not a once-and-done deal. After creating and sharing your content, measure your message’s effectiveness and start again. Keeping your message in front of your audience will keep you and your organization ahead of your competition and establish you as a valued news source for your readers.

Want to learn more? Contact me: