Kerry Gorgone

  • Building a marketing strategy? Start with empathy.

    … in higher customer satisfaction, more repeat business, and in overall brand sentiment. But customers are people too, and empathy is how we live with and relate to each other. It’s a quality we must all possess. Kerry O’Shea Gorgone is a writer, lawyer, speaker and educator. She’s also Director of Product Strategy, Training, at MarketingProfs. Kerry…

    {grow}- 12 readers -
  • Three steps to avoid influencer marketing disaster

    … By Kerry Gorgone, {grow} Contributing Columnist There’s little room for doubt these days that influencer marketing can work. According to a study from Tomoson, businesses earn $6.50 for every $1.00 spent on influencer marketing. Moreover, consumers are 92% more likely to trust peer recommendations over ads, so it makes sense that brands would…

    {grow}in Social- 11 readers -
  • Choosing the Right Podcast Topic (It’s Harder Than It Sounds)

    … By Kerry Gorgone, {grow} Contributing Columnist I recently hosted a seminar on podcasting for MarketingProfs that examined how to start a podcast. During the one-hour session, I explained everything, from the podcast listening audience (thanks, Edison Research) to planning, recording, editing, and promoting your show. Nearly half of attendees…

    {grow}- 14 readers -
  • Don’t Review Your Employer on Glassdoor Until You Read This!

    … to anonymity and that the government can compel the company to provide users’ information. The court’s reasoning was that the reviews are not political speech and are therefore not protected. To offer some context, the federal government had launched an investigation into one company’s contract practices. After finding some reviews about…

    {grow}in Social- 21 readers -
  • Loyalty Programs Might Cost Your Business More Than You Bargained For

    … brand loyalty so much as loyalty to the offer, but nonetheless business are spending unprecedented amounts on establishing new programs. Deceptively simple, loyalty programs actually spark a number of important legal questions, ones you should consider before starting your own campaign. First, are loyalty programs legal in your state? Laws regulating…

    {grow}- 19 readers -
  • STOP: Don’t Use Influencer Marketing Without Reading This Post

    … not incorporating influencer marketing into your mix, you should at least be thinking about it. But before you take the plunge, lay some groundwork. I’ve covered the legal risks that arise in influencer marketing and blogger outreach here on {grow} and on my blog at KerryGorgone.com, so go check out those posts if you need a refresher in the importance…

    {grow}in Social- 20 readers -
  • How brands can avoid getting dragged down the aisle of internet infamy

    … By Kerry Gorgone, {grow} Contributing Columnist I recently hosted a discussion around the United Airlines PR debacle. Clearly this event was a colossal system failure of a company culture. The gate agents, the police force, the cabin attendants, and the entire company set of rules and procedures had some role in this poor man being dragged…

    {grow}in Social How To's- 18 readers -
  • To Prank or Not to Prank: The ROI of a Brand Hoax

    … By Kerry Gorgone, {grow} Contributing Columnist After grade school, I didn’t think much about April Fools’ Day, but social media changed that. With the advent of social media marketing, the April Fools’ brand hoax has become the Super Bowl of marketing hijinks, with each company trying to win the hearts and minds of the ad viewing public through…

    {grow}- 20 readers -
  • 4 Non-Marketing Skills You Need to Become a Better Marketer

    … brand voice. This means you need to choose one or two key people that all internal teams trust to approve campaigns, ad copy, social media posts, etc. If everything has to go through legal, you’ll be the very opposite of “agile,” but that doesn’t mean everyone on the marketing team should be able to make key decisions. Your finance team and CEO…

    {grow}- 21 readers -
  • Trade Libel: If you can’t say something nice, make sure you have proof

    … and needs and, in some instances, how a product or service like yours can help them to overcome those challenges. There are dozens of great books on how and why to create reader-centric content. Two of my favorite are Ann Handley’s Everybody Writes and Jay Baer’s Youtility. Why spend any time slamming the competition when you could be building trust…

    {grow}in Paid Search- 26 readers -
  • 7 and a Half Quotes That Aren’t Supposed to be About Marketing

    … By Kerry Gorgone, {grow} Contributing Columnist There’s so much marketing wisdom to draw on, much of it from unlikely sources. But you’ll never find it unless you look up from the usual blogs and media outlets and scan the horizon for something new. Here are some quotes that, at first blush, have nothing to do with marketing. But after some…

    {grow}- 15 readers -
  • Cutting, pasting, and going to court. Know your copyright rights

    … By Kerry Gorgone, {grow} Contributing Columnist As an attorney, all I want is for my friends and colleagues to avoid legal hassles. All you want is to create effective content and score big with marketing campaigns. But the legal department keeps killing your mojo with their copyright concerns. Frustrating as this experience can be, it’s…

    {grow}- 21 readers -
  • Seven Essential Mobile Apps for Marketers

    … By Kerry Gorgone, {grow} Contributing Columnist Back in 2014, I wrote a post on essential mobile apps for marketers. It’s been a while, and since apps change more often than Kim Kardashian’s phone number, I thought it was time for an update. These days I have 144 apps on my phone. That sounds like an insane number of apps, but I have them…

    {grow}in Social- 14 readers -
  • How to Host a Marketing Conference That Doesn’t Tank

    … By Kerry Gorgone, {grow} Contributing Columnist I travel a lot, either to present at conferences or to facilitate workshops. I’m even in a Facebook group for frequent business travelers (great luggage tips)! Attending so many events has led me to appreciate the ones that are well organized. The difference between hosting a memorable…

    {grow}in How To's- 18 readers -
  • 5 Tips for Conducting an Effective Interview (Even When Interviewing’s Not Your Thing)

    … By Kerry Gorgone, {grow} Contributing Columnist Now that content marketing has become the norm, some “seasoned” marketers might feel like Dr. Leonard “Bones” McCoy, the ship’s doctor on the original “Star Trek” series. When tasked with anything outside his comfort zone, he’d protest “Jim, I’m a doctor, not a mechanic” (or a botanist…

    {grow}in Content- 12 readers -
Get the top posts daily into your mailbox!
More from around the web