7 Rules for Following People on Social Media

Do you think there’s no strategy to who you should follow on social media? Think again. The company we keep matters – in the real word and online. Here are some guidelines for who to follow on social media.  A follow reads like an implicit endorsement. If you’re an organic food company, don’t follow McDonalds. Need to monitor the market? Set up a separate account to follow the other side, or track via a social measurement tool. Following people on…

Social Media Doesn’t Work: 5 Ways to Change That Fact

“Social media doesn’t work.” We hear it all the time from prospects, and they are right. Social media doesn’t work – if you don’t use it. The  biggest naysayers of social media are the people and brands that don’t use it, or, the people who tried it but quit too soon to reap the rewards. So we agree, if you don’t invest in social media, you won’t see results. No argument here. If however, you want to join the legions of people and…

How to Tell Your Startup Story

Before a startup has a product, customers, revenue, or funding, it needs to have a story. Why does the company exist? What problem is it solving? What motivates the founder? Even after the first round of funding and the first sale, a story is a key asset for any new company. This week Double Forte cosponsored the SheStarts event  “How To Tell Your Startup Story.” Our East Coast General Manager Liz O’Donnell moderated a great panel of Boston-based journalists including Kyle Alspach from Streetwise…

Own It: 5 Tips for a Smart Owned Media Strategy

A recent Harvard Business Review article states, “If you want to truly be disruptive, it’s time to rethink owned media and make it a more strategic part of your marketing mix.” We couldn’t agree more. Unlike earned or paid media, or social (which many confuse with owned), owned media gives a brand control over its message and unfiltered access to its constituents. Examples of owned media include your website, blog, newsletter, app and products. Owned media is the ideal…

Six Steps to Creating a Content Map

Most content creators understand the need for, and have mastered the development of, editorial calendars. They have outlined what content they are going to create when and they know to plan posts around major events – both internal and external – like corporate earnings, product launches and holidays. But too few creators have recognized the power of the content map. A content map differs from an editorial calendar in several ways: A content map helps you leverage every piece of…

9 Tips for Guests on Podcasts

If you are invited to be a guest on a podcast, may we suggest your answer be, “Yes.” Podcasts are a great way to reach an audience because people can listen to them on their own schedule. They are a great anchor for a content campaign; podcasters can add graphics and text to their show notes and guests can embed the show link into blog posts, tweets and emails. To help you prepare for a podcast interview, here are nine things to…

Are Buyer Personas Really Useful?

So often we are asked if buyer personas are really useful. The answer is yes, and no. Developing a useful buyer persona is critical to an effective marketing program. After all, if you don’t know who your customer is then how in the world can you connect with them? But when your buyer personas are poorly developed, or they are carefully developed but never used, then no, they are of little value. Here are the dos and don’ts of developing a…

Two Guys Walk Into a Bar… and Learn Something New About SEO?

written by Duncan Lowe A few weeks ago I was standing at a bar on Divisadero street discussing SEO with a friend – not my typical Friday night. “SEO is dead!” he shouted. My friend had consumed a few IPA’s so I took what he said with a grain of salt. I didn’t believe that SEO would ever be irrelevant but our conversation stuck with me for most of the weekend. On Monday morning I immediately consulted Liz O’Donnell about my friends…

What Would You Do If Failure Wasn’t An Option?

Written by Duncan Lowe All eyes were on Joe Kowalke, our senior account manager, as he stood in front of a semi-circle of Double Forte employees. “What would you do if failure wasn’t an option?” he said, repeating the question twice to emphasize its gravity. Every Tuesday at 11:30 a.m. Double Forte ends our internal staff meeting with a Rally Cry. The format is simple. One person poses a question and each staff member has a few minutes to respond. It’s…