Your brand's #1 advocate
Your brand's #1 advocate
How to navigate the changing tides while staying true to your mission
AI might be leading the charge in transforming the martech world, but there are some business and marketing basics that will never go out of style.
This week, we’re talking about the powerful strategies you can use to promote and protect your brand while remaining prepared and aware of what’s to come.
Today’s agenda:
🗣️ Unlock the power of referrals
➕ Turning negatives into positives
🪦 Is Google Search dead?
💼 Briefly: Hybrid workers, long-form videos, & AI editors
⏱️ Up & coming: OpenAI disbands risks team
⚖️ The delicate balance of self-promotion + authenticity
The best marketing strategies today are a thoughtful blend of traditional and digital tactics.
🏆 Kris Kiehn, founder and chief brand officer of Simply K2 Marketing, has the following tips for promoting your business while maintaining the authenticity that is so highly valued in 2024:
Network in-person: Get to know people at community events so they see there’s a real person behind the business
Use content marketing: Email marketing, podcasts, and articles are powerful ways to connect with your audience and build trust
Self-promote in a way that’s natural to you: Know which social platforms your audience is using, and share valuable content with a sprinkle of self-promotion
Share your achievements: Don’t think of it as bragging, but as a way to build credibility—balance the “brag” feeling by expressing gratitude
Don’t create an online facade: Your online and offline personalities must be cohesive—be yourself and you’ll attract the right crowd
💡 “Authenticity” isn’t a marketing buzzword—it’s the key to finding the right clients and generating a steady stream of referrals.
💬 How to respond to negative company reviews
Negative online feedback—whether from a customer or ex-employee—can feel like a punch in the gut, but it happens to the best of us.
An appropriate response is the key to maintaining your reputation and moving forward.
🚨 Anthony Will, CEO and Co-founder of Reputation Resolutions, has the following advice:
Be aware of the online spaces where people could be leaving this feedback, including Google, Yelp, or employer websites like Glassdoor or Indeed
Address the concerns head-on, acknowledging that you’re taking steps to correct the issue(s)
Understand that prospective employees likely have seen the feedback, so make the necessary changes to rebuild trust
💡 Unfortunately, there’s also the issue of fake reviews from competitors or false, defamatory reviews from angry former employees.
In that case, contact the employer website directly for assistance or hire a reputation management firm to help you clear the reviews.
🔎 Are we nearing the end of search?
It’s been all over the news—OpenAI and Google both announced major incoming AI updates.
🤔 The most relevant information for marketing, though, was what wasn’t acknowledged: What’s going to happen to web search?
The former Search Generative Experience is now being referred to as AI Overview—which you’ve likely already seen in your browsers (see below).
The major discrepancy, according to Content Marketing Institute, is that Google and OpenAI view AI as a “personal service,” rather than a martech tool for businesses.
💡 What happens next remains to be seen—but web searches are likely to be transformed by the “AI Overview” approach, which will leave businesses scrambling to rethink their strategies.
In the meantime, it’s best to take a good look at your current processes, and use AI’s new features in a way that best serves you.
Briefly
🖊️ 3 AI editors that can help edit, sharpen, and strengthen your copy
🏢 Survey: Most hybrid employees say they would prefer to spend two to three days in the office each week
📹 TikTok is targeting competitor YouTube as it explores 60-minute video uploads
🎤 Listen: The latest version of ChatGPT can talk, laugh, and sing
🎠 LinkedIn’s carousel ads present tons of opportunities for businesses—here’s how to do it
Up & Coming
OpenAI’s team that was focused on the long-term risks of AI has been dissolved, with many team members reassigned to other departments.
OpenAI team leader Jan Leike, after announcing his departure, wrote that the company’s “safety culture and processes have taken a backseat to shiny products.”