Melanie De Caprio

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Earning a five-star review or a positive comment online are accomplishments all companies strive to achieve. Social proof like these can help build your reputation as a trustworthy business, eventually attracting even more customers and boosting your sales.  But online reviews can also have a big impact on your company's SEO, often affecting where you show up in the search results and the type of message being sent to any potential customers who may stumble across your information. To ensure you’re optimizing online reviews for search in the best possible way, consider the following 12 tips from the marketing and communications experts of Forbes Communications Council.

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Customers have more distractions than ever before—and that means you only have seconds to capture their attention with strong messaging. Communications pros must find innovative ways to communicate effectively without sacrificing depth.  Finding this balance might be the difference that can set your brand apart in a crowded marketplace. To help, Forbes Communications Council members share expert strategies for crafting strong copy that grabs attention and leaves a lasting impact. 

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One of the most important parts of any marketing campaign is the story it tells. Storytelling is a natural way to connect to an audience, appeal to their needs or wants and persuade them to purchase your product or service. But getting a story right requires careful thought and planning if it’s to be effective.  To help, the marketing and communications leaders of Forbes Communications Council offer their best tips to marketers looking to craft effective campaigns that each tell a cohesive, compelling story from start to finish.

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In the age of e-commerce, it’s increasingly challenging for brick-and-mortar businesses to attract consistent foot traffic. While online shopping offers convenience and accessibility, consumers still value in-store shopping. The key is to motivate potential and past customers, as well as e-commerce customers who may typically transact with your brand online, to visit your business’s physical location. How to attract more in-store foot traffic is an age-old question for marketers, and one that is further complicated today by the fact that many stores and brick-and-mortar businesses not only have on-premises operations at a physical site, but also a website and a robust digital presence. Here, 15 members of Forbes Communications Council explore unique ways to convince customers who are accustomed to shopping on mobile devices and smartphones to see what the experience is like when they step through your doors.

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When creating a personalized marketing campaign, marketers may want to focus solely on creating for their target audience based on the audience persona or other interest that they have. From integrating technology into your tech stack to investing in data analytics, making a more personalized campaign can be done in many efficient ways that will cater to the challenges the target audience may face or their personal needs. These methods aren’t the only successful steps marketers can take when aiming for their target audience. Below, 11 Forbes Communications Council members share many other tips to follow to make a more personalized marketing campaign.

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Building your brand’s reputation as a leader in the marketplace takes strategic outreach. Once you succeed in making a consumer aware that you exist, your branding needs to stand out in their mind so your company is the first one they think of when they’re considering making a purchase in your space or industry or looking for the specific type of product or service you offer. There are many media channels you can utilize to maximize the reach of your PR, advertising and marketing efforts and build your brand. Here, 15 members of Forbes Communications Council share the best media channels they’ve found for creating exposure among target audiences and building a brand story. Read on to see which strategic media channels they believe work best for brand-building and learn the reasons why they feel these particular touch points are so effective.