April 15, 2013

Attention: This is a reputation hijack

All business need to be aware—a “reputation hijack” could happen to your company—even without an obvious media crisis. In this month’s Puget Sound Business Journal Executive Insights column we explore the top three reasons that put a company’s reputation at risk in the media. Although you might suspect the first two reasons, the third may surprise you. Click here to read the article:


February 22, 2013

Is Your Social Media Strategy Broken?

Change is good. New ideas are great. Yet sometimes businesses get ahead of themselves to embrace something new, ultimately rendering them powerless. The explosion of businesses in social media is a great example.

 Social media has grabbed our attention for good reason. It holds great promise and some companies are leveraging it well. It can open the door to community building, expand company share of voice, create tighter connections to buyers, and teach companies what buyer’s value—all in real time.

 However, like anything new, sometimes companies jump in or follow the crowd before understanding the requirements and objectives. Not taking the time to craft a social media strategy is akin to an addict hunting down a quick fix—initial folly followed by a dark void.  If you’re wondering if your business is guilty, here are five common symptoms of becoming powerless over social media:

  1. The socially challenged: You’re lost in a social media space where your audience isn’t.
  2. The socially inept: You’re asking everyone to like you and follow you, but your strategy has failed to carve out a reason why.
  3. The socially complex: Although you’ve succeeded in building an audience (e.g. fans and likes), you’re deluging them with content they don’t value.
  4. The social-extremist: Although you’ve built a strategy for social media, unfortunately it’s misaligned with the channel. You’re approach is to sell-sell sell.
  5. The socialite: You believe your social strategy is solid because you’re on every social platform, but unfortunately, you lack the bandwidth to connect anywhere.

Want to learn more? Read the Isen & Co. article posted February 2013

October 28, 2012

Stop Corporate Gobbledygook

How many times have you visited a company website only to sigh in frustration as you try to make sense of information that has been made cryptically complex? Corporate speak is not only annoying it also defeats the fundamental purpose of marketing. Instead of content that swiftly leads a reader to comprehension, marketing messages that are muddled down with corporate speak leave a reader at best confused, and at worse, quickly moving on.

When unwitting prospects are unsuspectingly hit with rich, thick and complexly intricate company-speak, ladened with industry jargon, marketing becomes nothing more than goggledygook. If you are interested in making a change, read the October 2012 article, “Are You Muddling Your Marketing”, for quick tips and strategies.

August 13, 2012

What Magazine Editors Can Teach You About Websites

If you want to develop a great website you should know who Graydon Carter, Rick Stengel & Jane Berentston are. Each is award-winning editor (Vanity Fair, Time and Inc. Magazine, respectively), that can teach a lot about website marketing. Read more…