Engagement is important on Facebook, and we’re not just talking about a few likes on a post. Likes and comments are what keeps your post relevant. To Facebook, the more engagement you’ve got on your post, the more important it is. This is magic to the Facebook algorithm.…
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Smartphones in hand, Americans go out every morning and night to stay connected, in the know and current. With roughly 77% of US adults owning smartphones and 54% of email now being opened on mobile devices, communicating to your audience needs to be both user and mobile-friendly.…
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Old School Marketing 101 Remember the 4 Ps from your intro to marketing class? Price, product, promotion, and place have been used over the past century by marketers as an organizing framework for the core elements of a solid marketing plan. The Four Ps were created in…
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When it comes to marketing on Twitter, there’s some debate. Is Twitter just for people with a little too much time on their hands, or is it a valuable marketing tool similar to Instagram and Facebook? Twitter has had its fair share of bad press throughout the…
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In one paragraph, tell me why you want this job. “What job,?” you may ask. Well, the job of your business being the one-stop shop for all things “you” related – the main widget provider, the creator of the most delicious something or other, the most fabulous…
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If you spend any time online, you’ve seen them (virtually everywhere). Sometimes, you think you understand their purpose, other times… not so much. They are called hashtags and, over the past decade, they’ve become so deeply entrenched in our online culture and language that we now even…
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What Is A Style Guide? A style guide is a set of standards and rules that define your company’s branding. It tells you how that business presents itself to the world. Branding and style guides provide consistency when making posts or branding images. It ensures that every…
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Are you interested in kicking your email newsletter up a notch? With the capability of small businesses to basically reach consumers anywhere at any time, standing out from the crowd is paramount to your communications getting noticed and gaining traction. Adding video to your next email communication may…
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If you’re reading this, thanks for staying tuned for the next part in my Instagram marketing series! In this segment, I’ll be addressing the do’s and don’t’s of Instagram marketing. These aren’t rules you MUST follow, but think of them more as guidelines. Try to follow as…
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How’s your email marketing game? Once you woo your customer and get their email address, do you wait to get in touch or reach out the next day? No need to play the waiting game – when it comes email marketing communications, it’s the sooner, the better.…
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Instagram has become a common household name. There is no age limit and there is no posting limit. Instagram has over 700 million users, and of those 700 million, over 400 million are daily active users! Doesn’t that sound like an ideal place to promote your business?…
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What are emojois? e·mo·ji ēˈmōjē/ noun plural noun: emojis a small digital image or icon used to express an idea, emotion, etc., in electronic communication. “emoji liven up your text messages with tiny smiley faces” How are Emojis used? Emojis or Emoticons have been used for a…
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As summer progresses, sometimes the workload of a freelancer can begin slowing down. Client’s needs change (i.e., fewer projects) and more people are on vacation. Whatever the reason, a freelancer may find they’re in need of extra projects to pay those pesky bills that keep coming. My…
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What’s the first thing you do when deciding to try a new local restaurant or service? For nearly 90 percent of consumers, the answer is the same: look up their online reviews! When prospective patients look your practice up on Google, Facebook or Yelp, the first impression…
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Although it feels just like yesterday, in reality, I graduated college 21 years ago. I can still remember the trepidation I felt as went to take my grammar test. Passing ensured I would be allowed to take the first of many classes needed to obtain my journalism…
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Even with all of the social media options available at our marketing fingertips, it’s important to remember that email isn’t going anywhere. But before you can get that email drafted, proofed and ready to send, you have to have a solid base of subscribers in your fold.…
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Companies are finding that video content is the most effective way to share news, entertainment, advertisements — even recipes. Using just your smartphone, you too can create videos that will build your business’s online presence more than any other type of content. Social Media Marketing Is Going…
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Millennials may not be perfect, but they are the future. No business, large or small, can afford to ignore the purchasing power they hold. Marketing to millennials isn’t impossible. It just takes quite a bit more attention to detail and humanization. No more generic advertising methods. We…
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Well, not exactly… although we do celebrate marketing every day around here! But really, who doesn’t love a reason to celebrate? Inject a bit of the unexpected into your business calendar by playing into the wealth of all the off-the-wall and crazily specific holidays out there. Whether…
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Social media management can be very time-consuming. In addition, the social media landscape is changing almost daily. New algorithms, new features, and even new tools are being launched at a screaming rate. It’s hard to just keep up, let alone keep ahead of the curve. But you…
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What’s the one social network that goes above and beyond any other? Facebook. This one social media platform has the power to make or break a business. The reach is impeccable. There are 1.23 billion daily active users, and of that, there are 1.15 billion mobile daily active users.…
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Advertising can be very expensive and many of our small business clients, just don’t have that kind of budget set aside for marketing. We help our clients reap a strong return on investment with planning and executing a sustained content marketing program. What is Content Marketing? Content…
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Many businesses have a full-time person on staff to handle social media but in many ways, we have found it really can take three or more people to make social media work. One for writing, content curation, and scheduling. One for daily sharing, engagement, and replies. And…
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Many times clients ask for a specific need like marketing, advertising, public relations or business communications. However, many don’t really understand the difference between each. I thought it would be fun to break each down to help differentiate each area. Although, many cross over. That is part…
Read more →When it comes to running a small business, one of the most difficult aspects is generating a solid client base. It may come as a shock, but it is near impossible to run a business of any scale without people knowing what you do…or that you exist…
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Your marketing efforts can greatly effect your business. It’s fairly obvious that not doing any marketing can hurt your small business but don’t fall into the trap of thinking that just any old marketing will do, some things can do more harm than good. Be aware of…
Read more →When it comes to marketing, there are many essentials one must learn; writing being one of them. Of course, we all know how to write. It’s a skill we learn in our early days. We learn new skills along the way and we perfect the skill. And…
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What is Online Marketing? Online marketing is a set of digital platforms, internet tools, and methodologies used for promoting products and services through the web. Online marketing includes a wider range of marketing options than were present with traditional business marketing. Simply because there are more communication channels and marketing mechanisms available on the internet.…
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You’ve got an authentic, relevant message, you’ve put out a call to action to motivate your customer, and you’ve pulled it all together in a timely and informational newsletter. Good job! But you’re not off the hook yet. The devil is the details, as they say. Once…
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Meghan is our Writer & Social Media Maven. She loves to craft words about a variety of topics. She eagerly took up freelance writing and blogging after graduating from college, and her passion for the written word only grew from there. Meghan now uses her love of…
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Dear reader, we don’t know each other well, so I’ll need you to trust me when I say I am a nice person. I give second and third chances, and sometimes even fourth chances. And while being nice is usually a good thing, as a freelancer, it…
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Is there anything worse than seeing one of your competitors featured or quoted in the newspaper or on the local news? Why didn’t they speak to me? I have just as much to say as they do! But when it comes down to it, sometimes it is…
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With so much of our marketing attention paid to social media channels, it’s important to not forget the power of a timely, concise and informational email. If you’re looking to get started with a newsletter communication or curious about steps you can take to have it pack…
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Creating a website can be a daunting task. There are several moving parts and elements to consider. Here are just a few areas you will want to make sure you think about before launching. How do I choose my domain website name? Choose a website name that…
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I am a lifelong Michigander and I love my state. Overall, it’s a fantastic place to live. We don’t have earthquakes or hurricanes. There’s the occasional tornado, but nothing like they see out in the central U.S. We also have the longest freshwater coastline in the U.S.…
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As you launch your business into the social media stratosphere, you may be feeling a little overwhelmed, wondering how to stay relevant in 2017, without spending all of your time posting content. The answer is fairly simple, and it’s at the core of every successful business: scheduling. Facebook Publishing…
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Winter is here and with it comes a great time to reflect on fresh starts and new ideas to ramp up your marketing efforts. Website Refresh Haven’t given your website any love lately? Not getting the traffic you used to get when you first launched that bright and…
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It is a new year! And whether you set goals or make resolutions, for writers 2017 is literally a blank page waiting for your witty words. Unfortunately, the forward momentum tends to fizzle out by February. So how can writers stay motivated to write on a consistent…
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First impressions matter – we’ve all heard that before but, when it comes to marketing, truer words were never written. Your brand is your reputation, and every aspect of your business should align to support that. A good way to appeal to the masses is through visual…
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People want to do business with people. Not Brands! The first step I take with a client is to look at their brand from a human perspective. Help them craft their unique story! Parts of the story: What is the brands mission? What are the core values?…
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The holidays are such a frantic, festive time of year! Every business, from the cupcake shop on the corner to the largest retailers in the country, is vying for the attention of that all important holidays shopper. And even those businesses that aren’t based out of a brick-and-mortar…
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We love what we having going on here at Beverly Cornell and are grateful that we get to do what we love while supporting clients who, through their products and services and sense of community activism, we are proud to represent. In that spirit and the spirit…
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Before Still Alice was a movie that nabbed its star Julianne Moore a slew of awards, including an Oscar® for Best Performance by an Actress in a Leading Role, it was a book. In fact, it was a self-published book written by Lisa Genova and published through…
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A few years ago a quote began floating around the Internet, where I found it on Pinterest. It stated, “You have the same 24 hours a day as Beyoncé.” While this statement is technically true, as a freelance writer I fall woefully short of her estimated net…
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Every small business has a story. Your inspiration, your passion, your product. The value to small businesses of video-sharing sites, such as YouTube, lies in the simplicity of getting your story out. All you need is a smartphone and a basic eye for framing a shot and you…
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Marketing messages are everywhere. On the television, radio, newspapers, our devices like cell phones, tablets and more! There are companies who are focusing on social media and killing it than ever before. These aren’t just the big companies like Oreo, Coca Cola etc., they are mom and…
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So, you’ve decided to take your business to the next level with a marketing mindset, but you’ve been bombarded by what seems like a veritable clown car of options. Take a deep breath, and let’s focus on step one: the logo. A high-quality logo is one that…
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First impressions are powerful. Before meeting a prospective client or business contact, you put in the work. You do your research and do your all to present your best self so you feel prepared and pulled together. You follow those tried and tried “rules” of making a…
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It usually starts out with a simple question: “What do you do for a living?” Sounds innocent enough, but as a writer it is a question I am hesitant to answer because I normally get one of two responses: Response #1: “Can you make a living doing…
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People want to do business with other people, not just a name and not just a stock photo of a smiling face. People crave connections and emotional attachments. Your business and/or brand shouldn’t just be a logo…ever. And your feed shouldn’t be filled with pitches and sales.…
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We’ve all encountered really good design work. You know what I’m talking about: the kind that stops you in your tracks, causing you to linger for a moment, ruminating on the feeling it promotes. You may not even initially dwell on the product or service, but there’s…
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Memes. They fly fast and furious now, immediately after any awkward onstage pose or missed fly ball resulting in a crazy fall or a beloved film still (I’m looking at you, Willy Wonka) or a smiling marathon runner. We all have laughed or at least groaned at…
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There comes a point when every writer has sat in front of his or her computer and stared at a blank Word document—almost willing the words to magically appear on the screen. The blinking cursor doesn’t help either. It just sits there… taunting the writer to come…
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On the surface, this seems like a very easy question. Most folks have a canned response all set. Many have even practiced their “30-second commercial.” But at the end of the day, most miss the mark. This post is about getting to the “real” unique you/business proposition.…
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It is that time of year again: back-to-school. And even though school days are a distant memory for most of us, as professional writers—whether newbies or seasoned—having the right resources at our fingertips makes all the difference for advancing our careers. What’s Your Style? If you majored…
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You’ve crafted your message – you know who you are, what you can offer and you can prove it. You’ve put all the passion and power behind that message to show you are a leader, you’re go-to, you’re THE choice. Well, great! But now what? If an…
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Marketers talk about how content is king, and by effectively creating and curating content related to your business, you will put yourself way ahead of your competitors. By spending your time putting a process like this in place, you will: 1. Save Time Your time on social media will be limited…
Read more →Mike offers more than 20 years in the public relations industry. We help boost clients’ brand awareness and business growth through: Traditional and social media outreach Copywriting and marketing communications Strategic communications planning Crisis communications Content development Special events Executive media training Through these activities, he positions clients in…
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Why is it so hard to write your first blog post? So many of our clients find they have writer’s block when writing their first blog post. They are overwhelmed with all the information they have stored in their brains. Where do you begin? Choose A Topic:…
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Every business needs to know and understand your specific audience(s). Who are they? Will your message speak to them? Figuring out who you see as your target customer is key in defining your marketing message. If you chose the wrong message for the right audience you lose…
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For most of us, learning grammar in school was pretty straightforward: ‘i’ came before ‘e’ (except after ‘c,’ of course), you never ended a sentence with a preposition, and you didn’t need an Oxford comma (a hot-button topic among writers). But thanks to social media and texting,…
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Facebook is great for posting information but don’t forget to humanize your brand, company, retail store, restaurant etc. Many companies that I work with start doing social media on their own and then realize how much time and work it is. They often don’t understand the perfect…
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When you are considering how best to market your product or service to consumers, there is nothing like an in-person experience. Event marketing is the avenue that allows for a real-world encounter, the opportunity to both introduce yourself to potential customers and reinforce existing relationships between your…
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Help wanted at growing marketing agency. Position: Marketing intern with an emphasis on writing and social media for small business, focusing on client-specific blogs, newsletters, social media postings and analytics. Hours 10 – 20 hours weekly, hours can be completed at discretion as long as ALL deadlines…
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The world is full of people buying stuff. But the question is who will actually buy your stuff? This is who your business will serve. The fact is, most businesses define themselves solely by the services or products they sell. This is a disastrous business mistake. Customer Centric Marketing Example:…
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I wrote this comprehensive and Complete Facebook Live How To Guide to help businesses understand what Facebook Live is, why you should use Facebook Live, the differences in video streaming apps and a step by step how to use Facebook Live how to for before, during and post recording. This new…
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Many businesses question if event marketing is something they need. We believe the ability to connect with your customer one-on-one is very powerful. Businesses can target who you want to speak with, when you want to speak with them, with the exact message you want them to…
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There are many different definitions of marketing but I really like this one. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. — The Process of Know, Like, Trust Marketing…
Read more →Sarah is our word architect and head grammar geek! She is obsessed with words, Sarah uses her over 15 years of experience as an advertising and marketing copywriter/editor to craft communications for brick-and-mortar, e-commerce, online, and nonprofit clients. Her work has also appeared in HOUR Detroit and Metro Parent magazine. Sarah calls suburban Detroit…
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There is no such thing as a perfect writer. I don’t care what you’ve read or been told, a writer that commits zero mistakes doesn’t exist. Whether a newbie or a pro, all writers are prone to getting tripped up by a word or grammar rule occasionally.…
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Websites are critical in today’s internet based society. It is not just ok to have a website but do you have a website that works for you? Websites should be organic, meaning they should always be changing, updating and offering content valuable to your target market. Valuable…
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Social media offers a great channel to communicate to your customer. With over 1.5 billion profiles the opportunities are endless but there are some best practices that are essential for Facebook success. The following 12 Facebook tips are not the end all be all but a place…
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One of the biggest challenges business owners face is…focus. This applies to marketing as well. There are so many tools, resources and ways to implement marketing today, businesses need to choose which ones are the best for their specific industry and how to make the best uses…
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Jenni is our key Marketing Architect. A lover of details and structure, she is the executioner that takes the plan and turns it into action. Not always an easy task! With a background in Communications and Journalism, she has extensive experience in automotive events and marketing. In addition,…
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We have tons of experience working with clients across a variety of markets. This experience has given us an insight into best practices when dealing with customer feedback, in particular, the sometimes difficult and sensitive issue of handling negative feedback. Getting your responses just right can really change unhappy…
Read more →You’re ready to take the plunge and are all set to get your social video game on. You’ve lined up the event you want to promote, the product you want to demonstrate, testimonials from customers and experts in the field you want to share… now what? What To…
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One of the most difficult marketing decisions a small retail business must make is whether to continue with printed Yellow Page ads in their marketing plan and budget. My answer is usually a resounding No! I could list about 50 reasons for cancelling this tactic, but I’ll just give…
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Eric is our main Web Developer for most of our online projects. He helps to get our clients set up properly with each unique website. As a web designer, front-end developer, WordPress developer, user experience consultant and search engine optimization enthusiast, he is talented in many aspects…
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Steve Foran graduated from Central Michigan University with a degree in Broadcast and Cinematic Arts, focusing on video and audio production. After working as a videographer/editor with a media company for three years, he stepped out do work on his own. Types of Video Work We Can…
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Beverly is a happy and passionate person, who believes that we are citizens of a very diverse world. She is always looking for ways to connect with people & build relationships. She is extremely excited about the marketing industry. Beverly is an accidental entrepreneur. Beverly Cornell Consulting…
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