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For perhaps the first time since the 1950s, the retail and restaurant franchise environments are undergoing a huge transformation right now. In-store trackers, geolocators, and increased digital/brick and mortar integration mean that owners need to be as tech savvy as they are sales savvy.
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A big part of that discussion is how best to utilize digital signage. Driven by demand, opportunity and the dropping cost of digital screens, it’s an increasingly popular option for franchise owners.

One of the best things you can do to improve customer experience is to keep them entertained. A digital screen gives them something to do-it’s a lot less annoying to wait in line if you’ve got something to watch. As a result, perceived wait time drops.

The lead time on a print ad is at a minimum six weeks. For most restaurant franchise companies, it’s even longer. But digital signage is connected to the internet, which means that fresh ads can be rolled out as easily as a social media post. It also means:

• You can run social media feeds, weather, blog posts – whatever you could run on a website.
• You can run extremely relevant and local ads (since you’re not relying on a national brand to send you collateral)

​Compared to traditional print signage, it’s far less expensive to develop and roll out new ads for digital screens. This means that you can run more targeted, local marketing campaigns. Your digital marketing plan can now take into account local events as well. For example, you might create two ads depending on the outcome of a local football game and then run the relevant ad.

Breakfast ads during breakfast if you’re a restaurant franchise, for example. Alternatively, if you have a retail clothing franchise, you might run ads featuring rain gear on rainy days and sunglasses on sunny ones.

​A report in from DataTrend found that digital signage increase purchase amount and dwell time by almost 30% each in retail business. In terms of digital marketing tactics, it’s hard to get a better bang for your buck.

​You can use digital signage to interact with your customers and thus learn more about them–“Data-driven marketing”. For example, you might run a social promotion where customers can sign up to receive email newsletters in exchange for a discount. Waiting in line to check out with their smartphone is a prime time to deliver that message to customers.

​Most major franchised brands, from Krispy Kreme to McDonald’s, produce far more digital marketing content at both the national and local level than ever ends up offline. With digital signage, you can leverage a lot of that creative work and reuse it, quickly and effectively updating your in-store marketing.

​Because you can put up and take down different ads at the click of a button, you can be extremely effective in testing which marketing messages work best. Over time, you can hone your digital marketing strategy accordingly.

​Digital signage might be expensive to install, but you save money in the long run by reducing print and administration costs. As a one-time expense, digital signage equipment is generally regarded as a capital investment and comes out of an operations budget and not your marketing budget. Even better, there is no print cost.

And, digital administration can be done by one person in a central location. So if you own 10 franchises, you can update all of them at once. With just one person updating it, it’s easier to manage and you can ensure peace of mind that it’s been done, and done consistently with brand standards. In comparison to coordinating a new print roll out, digital signage:

• Is faster and easier
• Creates a more consistent brand experience across franchises
• Is easier to comply with changing regulations

Video is far more engaging than stills. Digital signage lets you leverage the hypnotizing power of video to snag and hold customers’ attention. Even simple animations like pause and zoom effects on still artwork provide a more engaging viewer experience.

Source: burkhartmarketing

​This is a guest post by Scott Yates. Scott is the CEO of BlogMutt, and is a former writer and PR pro. He also doesn’t like tofu. In the same way that American Airlines and Alcoholics Anonymous are radically different yet share an acronym, now vegetarians and Asian bean curd fans need to share the word “tofu” with marketers using “ToFu.”

It’s short for “Top of Funnel” and MoFu and BoFu then are the middle and bottom of the funnel. It’s the shorthand way of talking about prospects, and where they are in the decision making process. No matter what a company is selling, there are people who are in some stage of making a buying decision, and in nearly all cases the prospects can be divided into those three groups.

How does this relate to PR?
Well, there once was a time when PR was just related to the interplay between an organization and the press. We don’t have to tell you that those days are over. The “press” has been completely turned inside out, so now one customer review on Amazon can have as much impact as a story on the NBC Nightly News.
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Where success in the old days was clipping out a newspaper article with a favorable mention and taking it to your boss, now PR professionals need to show success that is tightly integrated with your organization’s overall growth goals in mind.
So, here are some tips for each stage of the funnel:

The greatest sales team in the world can’t close deals if they don’t have leads. Every organization needs prospective buyers to find out, at a minimum, the name of the company and what the company is selling.
If you are lucky enough to work for Burger King or Sony then your job is more nuanced. For most of us, the competition isn’t really other companies doing the same thing, it’s potential customers who just want to keep the status quo and not do anything different ever.

And those potential customers can keep the status quo if they don’t know there’s an alternative. That’s why your job is to do great PR. With tremendous effort, careful planning, and exuberant execution, you can pierce the bubble that people create around themselves and let them know that your solutions exist, and that they have a name. This blog is full of tips of how to do all that.
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When you do, be sure to let your boss know. Do not tell your boss that you had a PR victory, even if you did. Say that you’ve helped fill that Top of the Funnel. That nuanced difference will make all the difference in the company’s view of you.

As someone who can write press releases, you’ve probably also been asked to write blog posts.
Ugh.

​It’s true, writing blog posts is an entirely different animal, and if you can’t do it, fear not! There are content writing services out there.

But don’t underestimate the power of a blog. There are three things that a blog can help you with that nothing else comes close to:

1. Search. All the experts are very clear that blogging is really the only “trick” left in the world of Search Engine Optimization.
2. Small Talk. Prospective customers want to know if you are able to solve their problems, but they also want to know that you are friendly and accessible. When you meet someone in person you don’t launch into a sales pitch… you make some small talk first. A blog is the internet version of that.
3. Currency. Many prospects, when comparing you to competitors, just want to see that you are active and engaged in your business. If your competitor’s blog is three months out of date and you blogged yesterday, you have a huge leg up.

It’s not classic PR, but if you can help those prospects move through the Middle of the Funnel with some great content, you’ll be a valuable part of this crucial aspect of your company’s sales funnel.

Traditionally PR is not involved in closing the sale. That’s just the way it is. Want to be a standout PR person beloved by the sales team? Here’s a tip that will make you a hero.

Once a month or so, just wander over to the desk of a salesperson and ask them this question: “What’s an objection that you get in the sales process, and what’s your response?”

Why do you want to know that? Here’s why: The objection — with a bit of editing — will make a fabulous blog headline. The answer — with your deft hands at the keyboard — will make a great blog post.
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When the salesperson sees that post, they will look so smart and they will give you lots of credit.

Resources ​https://www.cision.com/us/2014/08/tofu-mofu-bofu-marketing-acronyms-that-help-prs/

Source: ​http://tubularinsights.com/47-ways-promote-youtube-channel/

Thanks to t-shirt marketing, you can promote your YouTube channel by wearing a t-shirt that has your channel info. You can create custom t-shirts for your channel on websites like CafePress and Zazzle. Pick a color that makes your t-shirt stand out and include your YouTube name along with the channel url.
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Another way to use this form of marketing is to sell or give away your branded t-shirts. You can give them away to family, friends, and those interested. More people wearing your t-shirts will lead to more viewers for your YouTube channel. This is a great way to expand your potential reach.

Do you have a budget to promote your videos? If so, you can create video ads for your YouTube channel through the Adwords for video program. These video advertisements are called TrueView ads and are played before a video on YouTube loads (those 15-30 second ads or the ones that allow you to select “skip” after 5 seconds).
You are only charged when someone views the required time for your TrueView ad and can target where you would like them to appear. This is a very effective way to bring awareness to your YouTube channel. Always try to make your first 5 seconds as effective as possible in order to entice viewers to finish watching the rest of the advertisement!
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You can get more views by optimizing your YouTube videos for search engines. SEO, also known as search engine optimization, involves adding relevant keywords and phrases to your videos in order to be found by search engines like Google. These phrases and keywords should be similar to search queries that are relevant to your video. This will help people come across your videos on search engines when searching for a certain topic or keyword.
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You can place these keywords/phrases in your title, video description, file name, and as tags. Make sure the keywords are relevant and be careful not to over optimize (placing too many keywords) because this will not do any good.
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Starting a blog allows you to build a following for your channel outside of YouTube. Every time you create a blog post, it can bring you visitors from search engines. You can then convert these visitors into your viewers. For best results, try placing your YouTube videos at the end of each blog post or on your sidebar. You can do this by using the embed feature on YouTube. Just copy and paste the code wherever you like.
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Another tool you can use is the YouTube subscribe widget. This can be found on the Google developers web page. It allows your readers to subscribe to your YouTube with just one click! If you’re running out of blog content ideas, you can even transcribe your videos! This allows you to get visitors who are searching for information that can be found in your videos.
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Forums are where discussions happen. Whenever there is a discussion happening that is relevant to your YouTube channel, you should try taking part. By providing quality answers and discussions, other members of the forum will be enticed to visit your channel.
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In regards to letting others know about your videos, you never want to spam or post your YouTube links when irrelevant or unhelpful. Most forums allow you to create a custom signature. This is a great place to link to your channel. If allowed, you can even use the name of your channel as your username.
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People love contests! By setting up a contest around your YouTube channel with a cool prize, you are sure to garner a lot of interest. For example, the contest could require participants to share your videos on social media, leave a specific comment, or even blog about your channel. This will help spread the word about your YouTube channel and grow your audience.

When it comes to choosing an awesome prize, you do not have to spend money. For example, the winners could receive a mention in your next video or even a personal video thanking them. Just remember to be creative!
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VidCon (Example) is the largest gathering of online video creators and YouTube lovers. By attending VidCon, you can meet and network with creators of other channels as well as those involved in your industry. You may even end up collaborating with another YouTube creator. This is an effective way to expand your audience.

VidCon is also a great place to meet with your viewers and followers. Engaging with those who support you is essential for long term success. Speaker panels hosted at the event allow you to gain knowledge and a better understanding of what it takes to market your YouTube channel.
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As mentioned above, collaborating with other YouTube creators is a really effective way to grow your viewership. Collab videos involve 2 or more channel owners producing a video together. The person uploading the collab video to his or her channel usually provides a mention and link to the participants.
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Collaborating with YouTube creators allows you create a bigger audience because viewers from other channels will be interested in checking out your videos. One of the best formats for collaborating is to split the collaboration video into 2 or more parts and then each partner can upload a part to their YouTube channel.

​You can also exchange video mentions with other YouTube creators without even creating a collaboration video. Creators can find similar channels to work with using the free Audience Dashboard from Tubular Labs which effectively and easily facilitiates these kind of collaborations.

​Writing for a magazine allows you to showcase your industry knowledge by providing great content to readers that are relevant to your niche. You can mention your YouTube channel in your author bio with each contribution. It’s important to write for a magazine that provides content similar to yours. This will help transition readers into your viewers.
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Podcasting allows you to build a following separate from your YouTube channel. It also allows you to provide more content to your current YouTube fans and followers. Most importantly, it gives you the ability to convert your listeners into YouTube subscribers.
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You could start a podcast on topics similar to your channel. For example, let’s say you make videos on fitness tips and exercises. You could start a weekly podcast on the latest fitness trends, workouts, and diet tips. While doing so, you can mention your channel anytime during the podcast and encourage your listeners to subscribe. ReelSEO’s Tubetalk is an excellent example of a podcast that caters to the topic of video marketing, and promotes the YouTube channels of all contributors.
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As mentioned earlier, blogging is a really effective way to promote your videos. Guest blogging allows you to get the same benefits without managing a blog. You can email blogs that are relevant to your YouTube channel to see if they are open to taking a guest post.
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Many websites and blogs usually have a guest posting page to let readers know that they are open to guest posts. These pages also include guidelines, so be sure to follow them. At the end of each guest post, authors are allowed to link back to their blog. In your case, you can link back to your YouTube channel.

If you are a brand or have a budget then you can rent a booth at an event or trade show. When people visit your booth, you can giveaway branded merchandise and t-shirts with your YouTube info. The more people that make use of your branded merchandise, the higher your potential viewership will increase.
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Renting a booth gives you the chance to network with visitors who may be interested in subscribing to your YouTube channel. You may also be mentioned by the press covering the event.
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By starting a Google+ community page, you are creating a place for others to discuss topics similar to your channel. When you are setting up your community page, you can add a link to your YouTube profile.
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Post your thoughts and answer questions to get even more exposure for your channel. The community page can be set up as public or private. You can also invite people to join. The community will allow you to brand your channel. Every time someone joins the page, they will be able to see your YouTube link.
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Did you know that YouTube is spending money to help you promote your YouTube channel for free? The YouTube Fan Finder program allows you to submit up to 5 advertisements for your channel. These ads are then shown across different YouTube videos to an audience that is relevant to your channel.
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The goal of this program is promote your YouTube channel to viewers that will enjoy and engage with your videos. Your ads should be short video clips that give a preview of what your channel is about. Be sure to make your first 5 seconds really good. Every time a viewer clicks on the channel ad, they are directed to your profile. Fan Finder is a great way to build a bigger audience at no cost to you!
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​Taking the time to interact with those that support you is not only the right thing to do but it is important for long term growth. Viewers like to feel appreciated so it’s essential that you engage with them.
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One of the best places to interact with your supporters is on Twitter. You can tweet or reply to those who watch your videos. When others on social media see you interacting with your followers, they may be interested in joining the conversation and possibly becoming your newest subscriber.
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You should always be using hashtags on social media. Google+, Twitter, Facebook and many other social media platforms that allow you to use hashtags. Every time you use a hashtag it increases your potential reach.

​Whenever someone searches for your hashtag, they will come across your post. So it’s important to use relevant hashtags when creating a post that is linked to your YouTube video. Someone who makes videos on soccer lessons could use the hashtag #soccer or #soccerlessons. Using hashtags helps you reach potential viewers that are currently not following you.
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A playlist is a custom list of videos on YouTube. They should always be used! Whenever someone is watching a video from a playlist, they will be directed to the next video in that list after the current one is finished being viewed.
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Try creating a playlist with your recent videos and then send visitors to the playlist instead of just each video. This increases the chances of your viewers watching more than one video. Playlists allow you to group videos together in order to get more channel views.
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The more videos you create the more pathways to your YouTube channel. It’s good to have as many pathways as possible. If you are not consistent with uploading videos to your channel, people will start to unsubscribe. That is the opposite of what we are trying to do here!
You should create a consistent amount of videos per week and follow a specific schedule to keep your following on good terms. This will allow your viewers to know when to expect your next video. With each video you create, you have the ability to show up in different search results. Over time as you create more content, you will end up noticing a higher total in channel views.
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Reddit, Digg, and StumbleUpon are just a few of the many social bookmarking websites that can make your videos go viral. Social bookmarking sites are filled with communities and users interested in checking out new content.
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Every site has a different feel and community, so it’s important to do some research before submitting your content. Doing so will show you where you can find the best results. If users like your video, they will vote for it and as you get more votes, the submitted video will rank higher. Content that is ranked high receives a lot of traffic so there’s a good chance your video will get a ton of views.

Yes, this form of marketing still works for many people. Creating flyers about your YouTube channel is a very easy task. All you have to do is create a design on your computer and print it out! After printing out your flyers, you can hand them out or place them in busy areas. Placing your flyers in areas that are visited often is usually the best option because it allows them to be seen by more than one person. Make sure to include your social media links as well!​
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​QR (Quick Response) codes can be linked directly to your YouTube channel. They are known as those square shaped barcodes that can be scanned by your smart phone. QR codes have become a popular way to share information. There are tons of QR code generators online that can help you create one that directs people to your YouTube videos. These codes can be placed on your business cards, flyers, and all other promotional materials.
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A lot of companies and brands are very open to partnering with content creators. By partnering with a brand, you would be giving them exposure through your videos. In return, you can get advertising from the brand and their following.
It’s important to put your best foot forward in reaching out to brands. A great resource to help creators promote themselves is Tubular Creator Profiles. Share your Profile link with anyone you’d like to partner with to give them a quick way to check out your content, reach and rankings.
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​Just like with Google+ communities, you can establish a place to discuss topics related to your channel by creating a Facebook group. The group can be open or invitational. By starting a Facebook group, you can build a community around your YouTube channel. Having an engaging community who supports your videos is vital for growth. With a Facebook group, you can create just that!
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Graduation season is upon us, and that means college graduates everywhere are preparing to enter "the real world." But chances are your liberal arts degree, as hard-earned and valuable as it is, doesn't equip you with every digital skill you need.


We've put together a short list of fundamental skills that every college graduate should possess, from simply branding yourself online to learning basic coding. They're guaranteed to increase your overall digital know-how, and you can learn them all on your own.

Did you graduate college a long time ago, or never attended? Don't worry — it's never too late to learn these skills. They're useful to anyone.

1. Setting Up a Wi-Fi Network
These days, most students are lucky enough to go to colleges that already have wireless Internet set up in the dorms. By simply typing in a password on the provided network, the web magically appears on your laptop. But once you graduate, that's no longer the case. To save yourself from this harsh reality, learn what it takes to get working Wi-Fi: setting up the modem, launching a new network and researching local companies and pricing.

2. Backing Up to the Cloud
With all those photos of your friends, your music library and a copy of your 40-page thesis, your entire world exists on the hardware of your computer, phone or tablet. You're going to want to back all of that up to the cloud, either to preserve it, or so you can access your information anywhere. Whether you're interested in iCloud or Dropbox, research the various services that are available and find the one that's right for you.

3. Basic Photo Editing (Photoshop)
Even if you don't plan on using Photoshop regularly after graduation, it doesn't hurt to know the basics. More and more careers require Photoshop skills, whether it's journalism, marketing or even non-profit work. Snag a cheaper copy of Elements and learn your way around a paint brush, layers and color correction.

4. Basic Video Editing (Final Cut Pro)
Just like photo editing, video editing can come in handy, too. Check if a friend or someone well-versed in multimedia at one of your school publications or libraries can teach you the basics of Final Cut Pro. At the very least, you'll be able to cut some sweet YouTube videos.

5. Google Drive and Microsoft Office (Seriously)
These tools may seem obvious, but knowing the ins-and-outs of Google Drive and Microsoft office is a digital skill you shouldn't go without. Learning how to make a proper Excel spreadsheet actually takes effort, and it's still a specific qualification for many job listings. Google Drive includes docs, spreadsheets and forms, and it's easy to collaborate with other users at the same time. Slideshow presentations still haven't gone out of style, so re-familiarize yourself with Microsoft PowerPoint, Google Presentations or other sites like Prezi.

6. HTML and Basic Coding
Since our culture is increasingly web-centric, you should know the basics of crafting online content — and how to control the look and feel of it. HTML5 is the standard markup language used everywhere from web design firms to newsrooms. Other types of coding can help you make programs and easily get information from your computer (check out Codecademy and Khan Academy for beginners' tutorials).

7. Setting Up a Website and Domain
Every college graduate should have a website, whether it's to brand himself (see number 10 on this list), showcase his original work (art portfolio, writing samples, etc.) or just to learn for future instances. Coding can help you out here, but you can also use various website-building services, such as Wordpress and Squarespace.

You should also learn how to create a custom domain: for example, "yourname.com" rather than "yourname.wordpress.com." This looks more professional (and cleaner overall). Namecheap and GoDaddy are two popular domain name services and hosting sites.

8. Converting File Formats
Sometimes you'll have a file format different from the one you need — DOC instead of PDF; WMA instead of MP3 and so on. Knowing how to convert these files is useful, especially when you're trying to send your resume (or at least, getting that movie to play on your Roku USB Media Player). Certain programs, like Microsoft Word, will do the legwork for you, but you can find a variety of file conversion programs for those other tricky file extensions.

9. Online Banking
Who needs to balance a checkbook when you're living in the digital age? Major banks like Bank of America and Chase feature very intuitive online banking systems and mobile apps. You can manage your finances anywhere you have an Internet connection. Instead of waiting in long lines at your local branch, deposit checks and make transfers right from your phone.

10. Branding Yourself
Companies are screening prospective employees through Google searches and social media — and since 94% of users click on the first page of results, it's in your best interest to brand yourself properly before going on any big interviews.

What does this entail? Google your name and see what pops up on the first page. If you see anything problematic, learn how to fix it. In addition to setting up a website and claiming a domain name, you should establish a social media presence, especially on LinkedIn and Twitter, and post positive content. If there's anything you wouldn't want prospective employers to see (e.g., Facebook photos), make sure it's completely private

By Matt Petronzio

To be updates...