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More than half of the visitors to your website come from organic search. This means that if you think about your website as the digital equivalent of your brick-and-mortar office, organic search strategy would be like the main highway connecting it to the rest of the world. And just like an actual highway, if you don’t invest in maintaining it, you aren’t going to see as many visitors. What does investing in organic search look…
I often get asked some iteration of “What’s new in marketing?” or “What do you think will be different next year?” and “What trends can we anticipate?” I find these questions to be misguided. The word “trend” suggests that something is popular for a short amount of time — a fad that may generate a quick return, but will just as quickly be replaced. Seeing them as having limited value, business professionals often view trends…
Most organizations know the importance of having a crisis communication plan in place before they need it. But has your organization included internal audiences in its crisis communication planning? A situation that could affect the stability, reputation or viability of an organization is a crisis situation. These risks can be both internal and external. While you are working to maintain your reputation externally, don’t ignore your internal audiences. Your employees are your ambassadors to the…
Is your company full-service with a deep bench of experience in multiple areas and industries? Do you take a client-focused approach that provides creative solutions to help your corporate clients achieve their business goals? Do your professionals value responsiveness and embrace diversity? If you answered yes to these questions, congratulations: You may be one of the great many companies that regurgitate uninspired key messages. It’s not that these points are bad or wrong. Your firm…
Amazon made big retail industry news recently with its plan to offer one-day delivery of most items for its U.S. Prime members — an evolution of its two-day shipping program that helped entrench the retail behemoth in consumers’ lives. Whether you like Amazon (and I do, for the most part) or not, the company certainly is a model of successful marketing and PR strategies for beating the competition and maintaining its status as retail’s go-to…
Well, it’s that time of year again. Here in the Northeast, the flowering trees are blooming, the grass is getting greener, and Chambers USA has released their rankings and submission deadlines. And so it begins. Merely mentioning Chambers rankings can cause legal marketers’ blood pressure to rise. This year, Chambers released their legal rankings at the end of April — which is great because it gives us time to analyze the 2019 rankings before we…
“Why isn’t our news getting attention in the media?” “Are we getting enough value from our PR agency if no one is writing about us?” These valid questions strike fear in the hearts of every PR professional who works hard to earn coverage and share stories about their clients. While more market challenges abound, there are still ways to effectively increase visibility that your client deserves. Current media and PR job landscape A recent Bloomberg…
No one wants to create bland social media posts. You want your name and message to be re-posted and shared by millions. Who doesn’t want to create the next Ice Bucket Challenge, have a Twitter feed as cool as Wendy’s or have more than 29 million followers on Instagram like Adidas? You can try to cut through the social media fog created by its estimated nearly 3.5 billion users any number of ways.…
I am a big fan of expectations. Defining them. Knowing them. Communicating them. Aligning them. Working to exceed them. For example, my husband and I just closed on our first home (Yay!) and decided to host my entire family for Easter weekend one week after moving in (Yikes!). To ensure the most pleasant holiday weekend possible, we: Stocked up on our favorite foods and wines, Hid giant candy- and toy-filled Easter eggs for my nephews…
Lessons for Professional Services Firms, Part 3 This series focuses on challenges inherent to marketing a professional service such as law, accounting, finance, medicine or dentistry. We’ve discussed some of the roadblocks to getting a marketing or public relations campaign underway, and solutions for removing common obstacles. In this post, we get more granular about the “I’ve tried marketing, and it has never worked” roadblock, and focus on figuring out why someone would make this…