10 Ways to Differentiate Your Business in 2020

A new year means new opportunities for your business. New customers, growth and expansion are just a few of the goals you may have, but how can you position your company to achieve them? Regardless of your industry, there are always going to be competing businesses vying for the eyes and pocket book of your target audience. This means your efforts should be focused on getting in front of your customers and prospects as much as possible so that you are the first company that comes to mind each time a need arises. Achieving this status may seem like a fruitless practice if you’re starting from scratch, but it’s actually more attainable than you think. If improving lead generation and building better brand awareness is top of mind for you in the new year, take a look at our list of 10 ways to differentiate your business in 2020. 

1. Start a Podcast

When done correctly, a podcast can be one of the most effective ways for members of your team to establish themselves as thought leaders in your industry. As you venture into the ever-growing world of podcasting, it’s important to remember that the goal of this practice is to provide a valuable resource for your target audience. Your team knows their business better than anyone, so use that knowledge to provide answers to the most common questions you see rather than just discussing random topics. Whether you record a short episode of 10-20 minutes or longer than an hour, having people from your team consistently sharing their knowledge and experience is the key. 

2. Record Live Videos

Much like a podcast, live videos are a great way for your business to communicate to its target audience while also encouraging engagement. There are a plethora of different streaming software options available that would allow you to broadcast your video directly on your website, however the easiest way to record live video is through Facebook. Assuming you already have an established following on Facebook, the use of live streaming allows you to discuss a topic of interest that’s relative to your target audience. With comments available on every Facebook Live segment, you will also be able to answer any comments or questions to engage with your followers during the recording. 

3. Reinvest in Your Customers

Obviously every company welcomes the opportunity for new business, but it should not come at the expense of your current customers. Maintaining and continuing to grow those relationships you already have is equally as important. There’s no better source to provide a recommendation for your business than those you have already worked alongside. Kick-off the new year with a hand-written note or a face-to-face interaction with your customers to reinforce your commitment and promote a continued relationship. 

4. Become a Thought Leader

In recent years, thought leadership has gone from a trendy buzzword to a legitimate tool to build business and better personalize brands. A marketing strategy that focuses on establishing yourself as an expert in your field through thought leadership rather than overtly pushing a product can help your business soar to new heights in 2020. Speaking engagements, media interviews and a strong social media presence are just a few of the ways that you can elevate your thought leadership. There will still be opportunities for your business to promote its services or products, but this practice will allow you to build trust and recognition with your target audience. 

5. Start a Blog

Content marketing is your company’s tool to build your brand, generate leads and separate yourself from the ever-expanding pool of other businesses, and no content marketing strategy is complete without a well-published blog. When it comes to utilizing a blog to differentiate your firm, search engine optimization, or SEO, is your most effective tool. By including distinct keywords and phrases in all of your blog posts, your business will ultimately achieve a higher ranking on search engines like Google, Bing and Yahoo. With proper planning, a blog can be one of your company’s most rewarding practices in 2020. 

6. Identify and Share Your Stories

Showcasing your expertise in your respective field is obviously important for your business, but storytelling should not be overlooked in the process. Identifying and telling your company’s stories allows you to share important information like how your company came to be, what motivates and drives your team members and how they are making a difference in their local community. This practice is less about selling your services and more about building rapport and trust with your target audience with the use of engaging content. Storytelling is more casual and conversational, lest it be interpreted as just another sales pitch. 

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7. Update Your Website

In preparation for a meeting, it’s likely that you’ve searched for someone online or via Facebook that you were getting ready to meet for the first time. The same is true for your business and its customers. Along with your social media channels, your website is likely to be your first impression to a new prospect. As the hub for your business, your website should include background information about your company and team members, any relevant content that you’ve produced and updated contact information for customers to reach you. Storytelling definitely comes into play here, as you’ll want to balance your company history and product/service offerings alongside other content of interest that showcases your level of expertise such as published blogs, news articles, media releases, etc. 

8. Conduct an SEO Audit

An SEO audit is arguably the most influential way to differentiate your business this year. All of the content that you have produced or will produce is useless if it doesn’t reach your target audience. An SEO audit is essentially a report card for your website, grading it based on its ability to show up in search engine results. An extensive SEO audit will reveal the strengths and weaknesses of your company’s website, allowing you to compare yourself to your competitors, determine any changes that need to be made and adjust your data accordingly. 

9. Philanthropy

Giving back to a nonprofit or local organization is a rewarding experience for your entire team and it’s a great way to show investment in your community. Is your company actively involved in any volunteering or pro bono services? If so, why are you doing it? Every business can choose to give money or volunteer hours, but the real differentiating factor is identifying the why behind what you are doing. If you plan to initiate philanthropic efforts as a part of your 2020 goals, make sure you’re backing it up with a clear vision. Being more purposeful about your giving will not only prove to be more impactful to your clients and peers, but it will encourage your team members to become leaders of the company’s mission. 

10. Social Media Strategy

As we all know, social media has completely engulfed our personal and professional lives. If your company doesn’t have a social media strategy that is engaging, consistent and planned, there’s no better time than the top of a new year to get started. Whether your business is active on Facebook, Twitter, LinkedIn or any other social media platform, review what you’re doing and how you’re engaging with your target audience. Analyzing what worked and what didn’t work in 2019 will bring to light any changes you need to make in the new year, as well as any practices that should be repeated. Key factors you will want to note during your content audit should include the tone, overall message and whether or not its leading customers or prospects to action. Once you’ve gathered all the information you’ll be more equipped to start building a successful content marketing plan.

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We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.