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 a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • 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. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.

 

Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.

Responsibilities:

  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

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?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position