Category: Advertising

2026 Marketing Playbook

The 2026 marketing playbook (and why your 2025 plan is already obsolete)

Posted on | by Thom Leaman | Leave a Comment on The 2026 marketing playbook (and why your 2025 plan is already obsolete)
The Big Idea

The 2026 Marketing Playbook
(And Why Your 2025 Plan Is Already Obsolete)

2026 Marketing Playbook

If you’ve driven down King Street or tried to find parking at Mount Pleasant Towne Centre this week, you know the holiday rush is in full swing. But while you’re focused on closing out Q4, the marketing landscape has quietly shifted beneath our feet.

As we look toward January 2026, the “playbook” that worked even six months ago is showing its age. A massive divide is opening up in Charleston: between the businesses using technology to get more personal, and those using it to simply make more noise.

Click each headline below to reveal the new 2026 playbook—and where your 2025 plan is already falling behind.

The shift: In 2024–2025, AI was the copywriter you asked to “draft an email.” In 2026, it becomes the operations layer quietly running your day-to-day marketing in the background.

What made 2025 obsolete: Manually exporting lists, building segments, and sending one-size-fits-all blasts wastes time and leaves money on the table.

2026 play: Use AI agents to analyze who actually buys from you, auto-create meaningful segments, and trigger personalized follow-ups based on behavior—not guesswork.

Charleston example: A local boutique uses an AI agent to notice repeat buyers of a specific brand, then automatically texts them when a new shipment hits King Street—no spreadsheet juggling required.

The shift: Your customers are no longer just typing keywords into Google; they’re asking AI assistants for direct, conversational answers.

What made 2025 obsolete: Keyword-stuffed pages like “best restaurants Charleston” are too generic for how people actually ask questions now.

2026 play: Rewrite pages and FAQs in natural language that matches real questions such as “Where’s the best quiet dinner spot in West Ashley for date night on a Tuesday?”.

Charleston example: A neighborhood restaurant builds Q&A-style content around specific locations, moods, and occasions so it’s more likely to be the single answer read aloud by a voice or AI assistant.

The shift: Third-party cookies are effectively gone, and rented audiences are getting more expensive and less reliable.

What made 2025 obsolete: Relying on social platforms and ad networks to “own” your audience means you’re renting your future from Facebook and Google.

2026 play: Treat emails and phone numbers like your most valuable asset and design every campaign to earn permission-based, first-party data you can keep.

Charleston example: A Mount Pleasant spa uses in-store QR codes and event signups to grow a VIP text list that performs better than any boosted social post.

The shift: For Gen Z and Millennials, TikTok, Reels, and Shorts have become the default way to search for where to go, what to buy, and who to trust.

What made 2025 obsolete: Relying on blog posts alone assumes your next customer still starts with a traditional search box.

2026 play: Produce short, vertical videos that answer specific local questions and tag them with locations so you’re discoverable where younger audiences actually look first.

Charleston example: A James Island home services business films 30-second “before and after” clips with on-screen tips, optimized for Reels and TikTok search instead of just another blog article.

The shift: People are retreating from wide-open social feeds into niche, trusted communities where conversation feels smaller and safer.

What made 2025 obsolete: Treating social as a broadcast channel—pushing the same ad to everyone and hoping the algorithm cooperates.

2026 play: Show up in the digital “third places” your customers already love: local Facebook groups, Slack communities, and neighborhood forums, and participate instead of just promoting.

Charleston example: A Mount Pleasant retailer sponsors a popular local moms’ group and shows up with real advice, exclusive previews, and occasional offers that feel like a perk, not a pitch.

The shift: In a world where inboxes and feeds are overflowing, a high-quality physical touchpoint can feel surprisingly fresh and memorable.

What made 2025 obsolete: Assuming print was “old school” and pouring every dollar into more digital impressions that blur together.

2026 play: Use premium print and direct mail as pattern-breakers that create a physical reminder of your brand in the home.

Charleston example: A local builder pairs targeted display ads with a beautifully designed mailer delivered to specific neighborhoods, making their message feel tangible and elevated.

The shift: Over-produced video increasingly reads as “ad,” while simple, honest content feels like a trusted friend sharing a recommendation.

What made 2025 obsolete: Waiting on perfect lighting, scripts, and studios before you show up on camera slows you down and creates distance.

2026 play: Embrace iPhone footage, behind-the-scenes moments, and real voices from your team to build trust and relatability.

Charleston example: A downtown shop owner records a quick walk-through at opening time, talking about one problem they solve for customers, then posts it with a simple “Charleston, SC” location tag.

The shift: Smaller, local creators with tight-knit followings often drive more action than distant influencers with massive reach but little real-world pull.

What made 2025 obsolete: Chasing follower counts instead of the kind of influence that actually moves feet through the door.

2026 play: Partner with micro-creators who live in your neighborhoods, share your values, and regularly interact with their audience.

Charleston example: A Summerville café collaborates with a local mom who has a few thousand engaged followers and co-creates a “locals-only” morning meetup that reliably fills tables.

The shift: Marketing cycles move too fast for rigid, 12-month plans that are outdated by spring.

What made 2025 obsolete: Locking in campaigns a year ahead leaves you slow to react as AI, platforms, and local behavior change.

2026 play: Adopt quarterly sprints with clear 90-day goals, focused tests, and planned moments to pivot (or double down) based on what’s actually working.

Charleston example: A local restaurant group treats each quarter as a mini “season,” testing new creative, offers, and channels, then rolling the best-performing ideas into the next sprint.

The shift: As AI makes content cheaper, trust and shared values become the true differentiators customers are willing to pay more for.

What made 2025 obsolete: Treating community support as a side note instead of a central part of your story and offer.

2026 play: Make your local sourcing, sustainability practices, and community involvement a front-and-center narrative, not fine print at the bottom of your site.

Charleston example: A Lowcountry retailer builds a “Why We Love This Place” section on their site and features local partnerships in their campaigns, turning customers into neighbors, not just buyers.

You can’t do all 10 at once, but you can start the shift this week.

1. Audit your “About Us” page: Rewrite it for trust, not algorithms. Use real photos of your team and your locations so both humans and AI can see you’re a real, local entity.

2. Start an SMS list: Layer text on top of email by adding a simple QR code at checkout or on tables: “Scan for a VIP treat.” Over time, this becomes one of your strongest first-party channels.

3. Film one unpolished video: Walk through your shop or office, explain one problem you solve for customers, and post it to Reels or TikTok with a Charleston-area location tag.

Implementing these trends can feel overwhelming, but you don’t have to guess or build everything alone.

Trust: Pair the credibility of a long-standing local news brand with modern channels like targeted email, sponsored content, and premium print to stand out instead of adding to the noise.

Reach: Put your most human stories in front of the largest verified local audience in South Carolina, not just anonymous clicks.

Data: Tap into first-party data strategies that ensure your message reaches real Lowcountry residents, not bots or out-of-market impressions.

Is your 2026 marketing strategy truly ready—or are you just rinsing and repeating 2025 with new window dressing? If you’d like a clear, honest look at where you stand, our team is here to help. Reply “AUDIT” to this email, and The Post and Courier Advertising team will run a complimentary digital snapshot of your business to show how you stack up against these new trends—no strings attached.

Here’s to a smarter 2026,
The Post and Courier Advertising Team
Your Partners in Lowcountry Growth

10 AI Marketing Prompts

10 AI Prompts to supercharge your marketing in 2026

Posted on | by Thom Leaman | Leave a Comment on 10 AI Prompts to supercharge your marketing in 2026
The Big Idea

10 AI Prompts to Supercharge Your Marketing in 2026

Whether you’re a scrappy startup or a Fortune 500 brand, AI—no matter the platform—has become the secret weapon for marketers who want to move faster, think bigger, and create unforgettable campaigns. In the spirit of our signature Big Idea marketing series, we’re celebrating the boundless potential of AI to transform everyday teams into creative powerhouses. As a special Thanksgiving gift to our readers, we’ve curated 10 innovative, field-tested prompts designed to unleash the best of your marketing skills. Each one works brilliantly with your favorite AI tool—ChatGPT, Gemini, Claude or beyond—and is crafted for maximum creativity, impact, and strategy.

Ready to supercharge your results? Click on each headline below to reveal a complete, ready-to-use scenario!

Click each prompt headline to reveal a fully loaded, ready-to-use scenario.

Scenario: Become a behavioral psychologist for your three most valuable customer avatars.

Prompt:

“Imagine you’re interviewing our main buyer personas. For each, uncover their biggest aspirations and hidden fears, content pet peeves, favorite online hangouts, and their dream buying journey.
Summarize insights, then script a message so tailored they can’t help but respond.”

Instructional Brief: Wage an SEO war and come out on top.

Prompt:

“Act as the general in my SEO war room. Assess why [Competitor] ranks #1 for [Keyword].

Identify content gaps, draft a superior outline and meta tags, and suggest three ‘skyscraper’ content ideas that will create buzz and win backlinks.”

Challenge: Your $10K launch is on the line—make every ad count.

Prompt:

“As the creative director for our big promo, invent six totally different headline, visual, and body copy combos—each with a new angle (pain, benefit, story, humor, or numbers). Match each to a persona and predict which will win on CTR.”

Creative Brief: Extract every ounce of value from your best content asset.

Prompt:

“Transform my ‘[TOPIC]’ blog or video into: a bold LinkedIn post, a provocative Twitter thread, a punchy email intro, a video script, and a brief Instagram carousel.
Give each a distinct voice, image cue, and tailored CTA.”

Framework: Design a blitz worthy of a product launch.

Prompt:

“Construct a two-week, multi-channel campaign: list daily themes, recommend viral triggers (countdowns, exclusives), set success metrics, and specify when to pivot or double-down.”

Immersive Roleplay: Go viral like a Gen Z social icon.

Prompt:

“Announce our new feature in five styles: meme, FOMO story, candid video rant, infographic, and challenge post. Suggest hashtags, audience moods, and a trigger moment for conversation.”

Storyboard Expansion: Give every user goosebumps and understanding.

Prompt:

“Script a 2-minute explainer with a cinematic three-act arc, narration and dialogue, visual scene cues, and a magnetic closing CTA—all for brand-new users.”

Framework + Example: Craft a welcome sequence as unforgettable as your brand.

Prompt:

“Write a 3-part new-subscriber sequence.
For each: subject, preview, body (with personalization), and dual CTAs. Add timing and an audience segmentation tip.”

Consultative Brief: See the full story behind every campaign.

Prompt:

“List baseline and aspirational KPIs for campaign X, suggest top tracking and dashboard tools, predict ‘excellent’ performance, and give three ways to present results (stats, story, scenario).”

Process Map: Tune your way to marketing efficiency.

Prompt:

“Identify five repetitive marketing chores. For each: spot the bottleneck, recommend an automation or AI tool, outline the steps, and forecast results, savings, and backup plans if it doesn’t work.”

How are you using AI prompts to elevate your marketing game? We’d love to hear your creative approaches and success stories! If you’re seeking fresh ideas—or want strategic guidance from our dedicated AI marketing experts here at The Post and Courier—we’re passionate about tackling complex business challenges and helping brands thrive. Let’s connect and discover what remarkable results we can achieve together!

What Is AEO?

What Is AEO

Posted on | by Thom Leaman
The Big Idea

AEO for Charleston Businesses
Why AEO Is the Next Frontier — And How Charleston Firms Can Use It to Capture MOF & BOF Intent

AI Overview Example

What is AEO — and Why Is it the Next Frontier?
Search is shifting to AI answers.
AEO helps your content get cited and surfaced in ChatGPT, Google AI Overviews, and Bing Copilot — where decisions now happen.
AEO vs SEO: What’s Different?

  • AEO defined: Structuring your content so AI engines can cite, summarize, and surface it directly in answers — not just rank it in search results.
  • Why it matters: Users get answers without clicking. If you aren’t in those summaries, you’re invisible.
  • How it connects: SEO is still essential (quality, architecture, authority). AEO builds with FAQs, schema, comparisons, and trust signals.
SEO makes you findable. AEO makes you usable.

Charleston business meeting

Why MOF & BOF Content Needs AEO
MOF
(Middle-of-Funnel)		 BOF
(Bottom-of-Funnel)
Prospects compare options, proof-point questions — want clarity on ROI, features, use cases. Making final decisions: pricing, case studies, demos, objections. AI answers ≫ credibility → conversions.
A Charleston-Friendly AEO Framework
1
Map Intent & Audit — Gather real questions (People Also Ask, ChatGPT, sales calls). Audit MOF/BOF assets – do you provide direct, structured answers?
Metric: % content aligned with top prospect questions.

2
Create Structured Content — Publish FAQs, comparisons, pricing, case studies. Use clear headings, bullets, tables + add schema.
Metric: Frequency of citations in AI answers/snippets.

3
Distribute & Amplify — Repurpose into Q&A snippets, LinkedIn posts, chatbot formats. Push via CRM & email.
Metric: Referral traffic/mentions from AI-sourced content.

4
Optimize & Iterate — Track assets driving demos/deals; A/B test FAQ/video; monitor AI overview results.
Metric: Conversion rate from optimized MOF/BOF content.

Common AEO Mistakes to Avoid
  • Writing “chatty” unstructured copy
  • Ignoring BOF assets like pricing/objections
  • Over-optimizing for AI, losing human readability
  • Not measuring leads or sales impact
Quick fixes:
– Add FAQs and comparison tables to key pages.
– Implement FAQ/HowTo/Article schema.
– Make outcomes obvious: demos booked, deals closed.
Charleston Example: Systems Integration
Company: Charleston Systems Integration (automation provider)
Intent mapping: ROI, regulatory, training details.
Content:

  • ROI FAQ with Charleston case studies
  • Comparison guide: “Automation vs Semi-Automation”
  • Pricing + service tiers page

Distribution: LinkedIn, local forums, newsletters
Optimization: A/B testimonial video vs text, track demo requests
Result: Not just in search—shows in AI-generated answers where decisions are made.

What This Means for Charleston Marketers
  • Skills: Structured writing + schema literacy
  • Budget: More to repurposing & amplification, less to pure link-building
  • Metrics: Visibility & authority over raw clicks
Competitive edge: Charleston early adopters gain trust and top-of-mind awareness faster by being cited in AI answers.
Final Word
AEO isn’t optional. Winners map real questions, structure content for humans & AI, and measure conversions—not just traffic. Start now; tomorrow’s answers might not be yours.
Talk to a strategist

AEO FAQs
Is AEO replacing SEO?
No. AEO builds on SEO. You still need quality content and clean architecture; AEO adds structure so AI can cite your answers.
Where should we start?
Start at MOF/BOF. Add FAQs, comparisons, and pricing clarity to pages that drive demos and deals.
Which schema is most useful?
FAQPage, HowTo, Product/Offer, and Article — depending on page type.
How do we measure success?
Track citations/mentions in AI answers and the conversion lift from optimized pages.
Holiday Marketing

12 Days of Holiday Marketing Wins

Posted on | by Thom Leaman
The Big Idea
12 Days of Holiday Marketing Wins
Twelve bite-size ways Charleston businesses can ride holiday trends, AI discovery, and local charm
Charleston Holiday Hero Image
  1. 1
    Reach Charleston Shoppers Everywhere
    Most buyers hit at least five online spots before buying — ambient shopping is in.
    Tip: Seed your ads and gift guides on Google, YouTube, and social feeds for local shoppers, especially those browsing Charleston hashtags and planning King Street visits.
  2. 2
    Surf the Trend Tsunami
    Niche trends explode overnight. Google’s AI tracks searches like “palmetto ornaments” and “oyster wreaths.”
    Tip: Set local search and social alerts to pivot fast. Highlight Charleston staples in your holiday imagery.
  3. 3
    Mix Culture, Creators & Commerce
    Video isn’t optional — especially in Charleston where local creators thrive.
    Tip: Partner with a Holy City influencer for a YouTube holiday guide or festive reel. Make your products #CharlestonFamous.
  4. 4
    Offer Last-Minute Solutions
    Charleston’s busy streets mean shoppers want quick options.
    Tip: Post daily stories with curbside pickup, local delivery, or “order by” dates to capture procrastinators.
  5. 5
    Bundle Holiday Experiences
    People search for location-based bundles (“Charleston Sweets Bundle”).
    Tip: Collaborate with nearby businesses — oyster bars, boutiques, bakers — for limited-time holiday packages.
  6. 6
    Spotlight Local Gift Wisdom
    Charleston’s heritage is a gift.
    Tip: Share “Top 5 Charleston Gifts Under $50” in carousel posts/guides, mixing classics (pralines, prints) with trendy picks.
  7. 7
    Run a #HolyCityHoliday Contest
    UGC is huge — shoppers love sharing their Charleston moments.
    Tip: Launch a holiday photo contest with a local hashtag. Showcase winners in your feed and newsletter.
  8. 8
    Use Video Discovery Tactics
    Think Retail says YouTube drives reach and trust.
    Tip: Short videos demoing holiday products, featuring Charleston scenery, work best. Use “shoppable” links and clear calls to action.
  9. 9
    Promote Exclusive AI-Powered Deals
    Performance Max + YouTube = higher ROAS, per Google.
    Tip: Run bundled holiday deals, preview them in stories and carousels, and use AI-driven ad tools to drive local discovery.
  10. 10
    Answer Charleston Shopper FAQs
    Zero-click behavior means answers should appear in-feed.
    Tip: Share “5 Charleston Holiday Shopping Questions” (hours, parking, shipping cutoff) right in your post or story.
  11. 11
    Feature Local Holiday Events
    Tie your marketing to Charleston events (Parade, Waterfront Park lights, etc.).
    Tip: Create countdowns, show your products at events, or promote meetups in your content.
  12. 12
    Retarget & Win Back Post-Holiday Shoppers
    After Christmas, recapture interest for New Year or returns.
    Tip: Offer special January bundles, prompt reviews, and stay present in search and social feeds.
Mix carousels, reels, and newsletter snippets for best results.
Tag #HolyCityHoliday and your fav Charleston vendors!
Which tip will you try next?
Sunshine Week

Celebrating Sunshine Week 2023

Posted on | by Post and Courier Staff

What is Sunshine Week?

Launched in 2005 by the News Leaders Association, Sunshine Week is a national initiative to educate the public about the importance of open government and the dangers of excessive and unnecessary secrecy. This year, Sunshine Week will take place on March 12-18.

Open government is also an important piece U.S. history. The Freedom of Information Act (FOIA), signed by President Lyndon B. Johnson in 1966, requires the full or partial disclosure of previously unreleased or uncirculated information and documents controlled by the U.S. government.

 

“Those are your records produced by your people, your elected officials. If there is something going on, those are documents we want to share with you. That’s what makes FOIA important.” – Schuyler Kropf, Editor, State Government & Politics, The Post and Courier

 

Sunshine Week celebrates the public’s right to know what U.S. government officials are doing and why. It also informs people of how to go about requesting that information through FOIA requests.

While anyone has the right to submit a FOIA request, some may be hesitant or feel discouraged to request them due to the high costs or delays put in place. It’s a reminder of why The Post and Courier launched the “Uncovered” project in February 2021. The continuing series, in partnership with close to 20 community newspapers around the state, aims to fill the void of news deserts and shine a light on corruption in South Carolina. “Uncovered” helps obtain information the public needs to know, especially in small communities where local newspapers have either disappeared or greatly lack the resources to file FOIAs themselves.

Thanks to the support of our readers in South Carolina and beyond, The Post and Courier’s investigative and watchdog team can avoid the delays, costs, and roadblocks to accessing records and shed a light on government activity — because it is your right to know.

This effort to question authority, expose wrong-doings, fight injustice, and get to the heart of the issues that matter is central to The Post and Courier Public Service and Investigative Fund’s mission. This is vital work that can’t be done without your support.

 

How can you help?

To commemorate Sunshine Week, The Post and Courier will raise donations for our Public Service and Investigative Fund through a two-week campaign. This will allow us to continue to bring important and impactful information to the citizens of South Carolina. Make a tax-deductible donation on behalf of our education, climate, and investigative reporting before midnight on the final day of Sunshine Week (Saturday, March 18th).

With your valuable donation, we’re able to submit as many FOIA requests as it takes to ensure South Carolinians are not in the dark.

Why You Should Implement Video Into Your Marketing Strategy

Posted on | by

Let’s be honest, it’s not the year 2005 anymore. Fifteen years ago if you were looking for video marketing implementation, you’d likely find it in TV advertising or on a web browser. Today, however, video is available everywhere: on our phones, laptops, TVs, tablets, and even on our fridges! If you’re not using video as a part of your marketing strategy you’re missing out. Below are a few ways to begin implementing video right away:

Branding

In the ever-changing and tumultuous environment created by social media and COVID-19, video marketing presents a clear outlet to establish and maintain relevance for your brand while respecting safety guidelines. Regardless of whether you’re on a B2B or B2C platform, video marketing is generally agreed to have a great ROI. Video allows you to be much more personal than other mediums. Presenting your product or service over video allows you to build brand awareness, build loyalty and is an excellent avenue for presenting value proposition. Think: why is YOUR brand better than your competitors? Videos are an excellent opportunity for your company to shine through, for you to distinguish yourself, and to separate yourself from the pack. 

One of the simplest ways to promote your company is to include clips of employees or satisfied customers talking about your business. Remember with branding to tell a story and to aim for the heart. If people can put a face to the company then they will much more easily connect with what you’re doing.

Advertising

When it comes to paid advertising, video is an easy way to present your product or service. In particular, tailoring your video to platforms like YouTube which has over 2 billion active users a month, gets your company before a huge audience quickly. Most social media platforms include paid opportunities to promote a business via videos. These include YouTube, Facebook, Instagram, LinkedIn, Twitter, Snapchat, Pinterest, Vimeo, Reddit, and TikTok. Before choosing a platform to promote on, make sure you’re familiar with what will be best suited for your needs. Our guide on picking between Facebook and Instagram is a helpful resource. 

More traditional television advertising is also a great way to promote yourself too, but you certainly need to take cost-efficiency into account before going that route. Social media can be a simpler and much cheaper alternative.

Events

For events, videos are an excellent option as well. Before an event include clips from a previous event, you can also show location and venue. These will preview the audience to what they will experience when they attend. It can help with other things too. One of the most useful benefits of video is it can help your website with SEO. If you’re having trouble getting your event to show up on search engines, embedding a video could be just the trick to get you at the top of the page.

When the event is over make sure to follow up. Give a recap of what happened; interview attendees. Make sure to maximize the event to its full potential. Make sure you’re collecting new leads, creating a newsletter, and offering sponsorships. An after-the-event video can be a great opportunity to generate future leads for those who were unable to attend. 

Product Demos

Product demos can be one of the most effective ways to market yourself. HubSpot recently noted that 73 percent of all US adults are more likely to buy a product after viewing a product video.

These videos can be simple and silly! Some great ideas include filming a live video showing off the latest inventory, or filming someone on your phone and posting to your feeds. Obviously, product demos can be highly produced affairs, but they don’t have to be! Get creative with your presentation.

Lastly: Go for it!

We know making the step into video marketing can be a scary thing. Many people don’t ever do it for fear of producing something of poor quality, or for fear of failure. If you need help getting your plan off the ground the team at King + Columbus would love to help. K+C has some of the top professionals in the industry and is well equipped to help your business grow wherever in the process you might be. No need to wait, go ahead and start implementing video today!

 

Importance of Newsletters For Your Business

Posted on | by Post and Courier Staff

“Sign up for our newsletter!” A phrase you hear quite often. But what are you signing up for? Depends on what site you are on and what that site may be offering to you. Have you ever wondered what exactly those businesses get from having a newsletter? Seriously. What’s in it for them?

The Post and Courier Newsletter Editor, Emily Daily, shares her insights and expertise in newsletters from her 15 years in media, marketing, and public relations.

 Leads to Clients 

Newsletters being sent to people that already have an established interest in the company or business. These leads come from website submissions, social media, and anytime a person reaches out to the company for more information. When a person signs up for a newsletter or offers their email address, this individual is considered a Marketing Qualified Lead (MQL) and is ready to learn more about your business. Now, you nurture your lead with follow up marketing emails, letting them know about special offers, information that only subscribers or MQLs would get to learn, and anything exciting that may be internally happening with your business.

“Not only is it important for marketing the business and sharing new product news or upcoming sales or events, but it’s also a way to connect with customers on a personal level. Many successful newsletters are written from a personal point-of-view, often from a business owner, CEO, or editor. This gives the readers a chance to feel like they have a true connection to the company.” 

– Newsletter Editor, Emily Daily 

Building Relationships

People want to feel like they are getting something from a newsletter. What information does your business offer that can be helpful to your target audience? What makes your business stand out? Offering knowledge and delivering it right to your lead’s inbox developing a personal connection that may otherwise have been lost. Newsletter Editor, Emily Daily, explains:

“The advantage of a newsletter versus a typical marketing email is that companies can create an established group of readers who trust their brand and stay updated with their news on a consistent basis. Every time a reader opens a newsletter from that company, they know it won’t simply be a marketing push – it will have other content that interests them as well. Therefore, newsletters tend to have much higher open rates and click-through rates, especially when they’re sent out on a consistent basis.”

If someone signs up to learn more from you, what will they be learning? Here are some options:

  • Awareness: New products or services? Perhaps a new team member! Let your audience know.
  • Expertise: What do you know that can help your audience? What resources do you offer? A guide? Article?
  • Promotion: What’s going on in your business? Having a sale? Special offer? Holidays are primetime to offer your loyal audience something special!
  • Coverage: Extra! Extra! Read all about it…in our newsletter! Compile a spot for readers, leads, clients to go to know about everything and anything that may apply to them. The Post and Courier often use this method with our niche newsletters – Breaking News, Sports, weather, climate change, food & dining, and so much more!  Instead of taking the time to search the website, we send you the links you want to know about it. A one-stop-shop of information!

Not Just Newsletters

A newsletter is not just an informative way to nurture leads and build client relationships. Newsletters are not only a great way to reach new audiences, but they are also a great way to advertise. Joining an established newsletter series can highly benefit your business. Each newsletter that The Post and Courier sends out has sponsorships. These are businesses advertising within a source that they know reaches their target audience and is a trustworthy, primetime, and amicable form of advertising.

“The benefits of being a sponsor for content like this are unique to broad appeal newsletters. The open rates will likely be higher percentages than general newsletters since the readers are specifically seeking out that content. This means they will also have higher trust in the content of the email. This makes your brand stand out even more.” – Marketing Coordinator, Michael Strong writing about Newsletter Sponsorships.

Adding newsletters and email marketing to your budget can significantly help you save in some areas while continuing to grow and nurture leads.

 

Tips for getting your social media ads noticed in 2021

Posted on | by Peyton Riddle

Are your ads getting noticed as much as you’d like? Are you looking for ways to grab your audience’s attention? Successful social media ads entice consumers to watch, listen to or click on the message.

So what are the things you should focus on in your social media advertising, in order to get the most out of your investment?

Script It for Broadcast

Podcasting is a great opportunity to reach a new, attentive and engaged audience.

Whether your ad is scripted like a radio spot or read aloud by the podcast host, it will come across as more authentic than any sponsored Facebook post ever could. The audience knows it’s an ad because it sounds like an ad, and that’s okay.

Don’t underestimate the time and resources this kind of advertising requires, though. You’ll need to either have a trusted podcaster do it for you or be extremely creative with how you deliver your messaging.

Use Video or GIFs

Video has been hot for a few years now, but a lot has changed recently. For example, Facebook has autoplay on video and supports animated GIFs, and Instagram allows all brands to run video ads, where it once did not.

Great content combined with motion is an irresistible combination that gives you the opportunity to engage with consumers on a deeper level. Video marketing can be tricky though, so you need to keep a few things in mind.

First, although many videos on social media feature autoplay, your message shouldn’t rely on audio. Most users of these platforms pop open their app to pass the time in public places. Its highly likely that they won’t have the sound turned on on their phones.

Don’t assume your audience is listening, but do assume they’re watching. Most video ads today incorporate native subtitles, and the best ads use them in creative, visually engaging ways. Utilize this text motion to pull the user in and emphasize words visually, since they cannot hear the emphasis audibly.

Instagram’s latest venture is Reels, a TikTok competitor that is an excellent place for video ads

Second, if you’re thinking about diving into Instagram video ads, know that they’re limited to 60 seconds, with story ads limited to 15 seconds. Familiarize yourself with the recommended video specs for ads on facebook, which apply to Instagram as well. Skip any opening graphics or stills and get right to the story. Also, Instagram was built on an audience that appreciates beautiful and inspiring visuals, so think beyond basic storytelling and consider using a mix of still imagery and video.

Incorporate Humor

Many brands have found success by taking social media advertising and turning it into a parody of itself. Incorporating humor into your ads is an effective way to connect with your audience and entice them to click through to your form or other content. Humor is one of the best emotions to tap into if you want your content to generate engagement, so lighten up and make your audience laugh.

Just know that using humor and sarcasm doesn’t necessarily work for every brand. Your ad content and campaign need to reflect your brand voice and resonate well with your target audience. Done well, it works. If you miss the mark, it can be a social media disaster.

Provide Content Downloads

Instead of simply advertising to consumers, what if you provided useful content? This isn’t a new concept, it’s essential to content marketing, but it’s something you want to embrace.

Develop useful content and promote it with social media ads.
Whether you’re in B2C or B2B, you have something to offer. Content marketers might get thousands of downloads of ebooks on topics ranging from purchasing wholesale hot tub parts to picking the right preschool.

If you need help figuring out where to start, look at your company’s blog and social stats. Which blog posts are the most popular? Which social content gets the most engagement? Build on that. And if you’re still stuck, look at your competitors. What kind of content are they offering? Do that, but do it better.

Once you have your content, consider spending marketing dollars on getting it published on other sites like Reddit, using a traffic tool or promoting it on social media using custom and targeted audiences.

Make yourself worthy of attention

It is becoming harder every year to compete with customers’ attention spans. Apps like Tik Tok and Instagram throw them quick, consumable content that encourages moving on fast. If something doesn’t hook the user in the first 5 seconds, there is an endless trove of content they can turn to instead.

On top of this, people are developing blindness to branded content on social media. It has become so normal to see every 3 posts appear as an ad, that users know when to tune out.

No matter how native your content is, they aren’t likely to want to click on an ad. The trick is to create ads that are valuable enough for consumers to willingly click on them. This means getting out of your comfort zone and seeking new methods.

7 Things Facebook Advertisers Should Know in 2021

Posted on | by Peyton Riddle

2021 is bringing more changes to the social media advertising landscape than we’ve seen in a long time. Between redesigns, new apps, and a major shift around user data privacy, businesses have a lot to pay attention to over the coming year.

Here are some of the most pertinent changes and updates that affect advertisers on the largest social media platform.

User data privacy changes

Facebook has wrapped itself up in an ongoing conflict with Apple. As Apple emphasizes the importance of user’s data privacy, Facebook has growing concerns about how this limits advertisers’ ability to efficiently target people.

As Apple’s latest privacy-focused iPhone operating system rolls out to phones across the globe, Facebook is implementing changes to ads manager that prepare for limitations and delays on ad analytics and user data. The biggest thing Facebook is recommending advertisers do to prepare is create and prioritize 8 “events” that report how users interact with your website after clicking on your ad.

Read more about the ongoing tech giant battle in another one of our recent blogs.

Facebook’s Redesign

The redesign of Facebook was loved by many, and not-so-loved by many more. Regardless, it’s here to stay. The primary change to note is that the design places more emphasis on Groups and Events – the “two biggest reasons people visit Facebook every day.”

Business manager settings have also shifted around as a part of the redesign. If you find yourself unable to find certain features, there is a way to get back to the old interface for your business page.

Users can no longer opt out of Facebook’s redesigned interface.

To do this, rather than clicking on your page from a shortcut on the main Facebook “feed” page, start in the business manager homepage, business.facebook.com. From here, you can select any of your pages in the center of the screen. Clicking the “Go To Page” button will bring you to the page interface you’re likely much more familiar with.

One thing I’ve found is that it is much easier to search and sort through your page’s posts in this interface. The redesign has removed the “posts” tab entirely from pages.

This frustration with the redesign is alleviated somewhat by the “creator studio” feature, which shows valuable data on your posts and allows you to boost posts through your content library. But for those who are familiar with promoting their page though an older interface, there are still options for you.

More text is allowed on ads

Facebook once penalized ads with higher amounts of image text in auctions and delivery. As of September 7, 2020, this has seemingly been changed. All warnings and labels that previously told advertisers that overusing text would limit their ad’s reach have been removed. It’s hard to say if this means the policy changed, or if Facebook simply no longer warns advertisers about this.

Hashtags on Facebook

While most creators will steer clear from adding hashtags to Facebook posts, the platform is implementing recommended tag listings within the post composer. In September of 2020, the test had only expanded to a specific audience, as not all users see the new listings. It could be a good way to broaden your conversation. Statistically, they do seem to be taking flight, but implementing them may or may not be worth the added effort.

New “Collab” app

Facebook has begun rolling out its latest TikTok competitor. While the Facebook-owned Instagram already has “Reels” to compete with the short-form video content app, Collab will focus on collaborative music making.

Advertisers should be paying attention to Collab, Facebook’s latest answer to TikTok.

The standalone app recently came out of public beta testing and launched on the App store in December 2020. It is not fully clear yet how advertising will play into the service, and if the existing ads manager platform will adopt Collab ads.

With the meteoric success of TikTok, it’s worth paying attention to all competitors in 2021.

Image owner rights

According to the social media behemoth itself, about 3 billion people use Facebook’s platforms, including Facebook, Messenger, Instagram, and WhatsApp. In other words, where Facebook goes, its other platforms like Instagram and WhatsApp are sure to follow.

Facebook announced in late 2020 that “certain partners” can claim ownership over their images, and then moderate their usage across Facebook’s platforms. As it stands, this implementation could affect re-posted content on Facebook and Instagram in various ways. The current options that an image owner has when it identifies unauthorized usage are:

– Let the image stay up
– Issue a take-down notice
– Or use a territorial block, making it invisible in copywritten countries

Facebook Business Suite

As Facebook continues to roll its main platform and Instagram together, as shown by the merging of messages on both apps, the company has introduced another platform for content creation and scheduling.

Business Suite helps users to:

Save time – Post to Facebook and Instagram at the same time and manage posts in one place to stay connected to both communities.
Stay up to date – Get all your Facebook and Instagram messages, notifications, and alerts in one place so you can stay up to date and respond to all your customers more easily.
View business results – See what is working with Facebook and Instagram insights and learn what your customers are looking for.

While the message management tool is the same as Pages Managers, there is also a user-friendly analytics integration, making it easier to get an in-depth look at post performance.

As this tool is rolled out, keep in mind that Facebook intends to make Business Suite “the main interface for businesses of all sizes who use Facebook, Messenger, Instagram, and WhatsApp.”

5 Events To Promote Your Business

Posted on | by Post and Courier Staff

What if we told you that your business can reach a whole new audience, gain quality leads, and be immersed in South Carolina excitement? With Post and Courier events, you can!

That’s exactly what events with Post and Courier can do for your business…and then some!

We had a successful year of events and are looking forward to an even stronger 2021. Your business has the opportunity to sponsor or participate in any and all events that come up.

A partnership through sponsorship or event participation could lead your business to…

  • 200,000 people+ will see your business from email alone
  • 7,000 attendees+, both in-person and virtual, will see your business
  • 4 million+website page views
  • 10 million+ views across platforms including social media and email

Listed below are events YOU can sponsor or participate in during 2021!

1. Kids Club Live! || February 2o, 2021 

Kids Club Live is the merging of Lowcountry Family Expo and Kids Club! The inaugural year of the Family Expo happened in February 2020 and was such a hit we had to bring it back! Check out last year’s line up here!  More than 2,500 people attended last year’s Family Expo! Kids Club was also a brainchild of 2020 that turned virtual amid COVID-19. More than 8,400 attendees and over 1,400 families tuned in for each event and received more than a million social media impressions! Kids Club and Lowcountry Family Expo were such hits, that we decided to merge the two family fun events into one big event!

Learn More About Kids Club Live! Here! 

 

2. Virtual Events || Any time! 

Have you heard of The Post and Courier Virtual Events? You can learn, dance, play Bingo, and even cook with us from the comfort of your own home! Over the last 6 months of virtual events, there have been a total of 4,860 registered users. With banners, social ads, email marketing, and other means of promotion, you’re reaching anywhere from 7,000 to over 16 million people while partnering with The Post and Courier to teach viewers and readers alike something new!

Learn More About Virtual Events Here!

3. Night At The Movies|| Next Event on January 23!

The pandemic has us missing heading to the movies with friends and families! A Night At The Movies is a great way to still experience the joy of movie-going. The dog-friendly events are socially distanced, COVID safety compliant, and for all ages that takes place in the Post and Courier parking lot in Downtown Charleston. Our recent movie nights have included food trucks and a photo booth (that your business can sponsor! Your logo on each picture taken!).

Learn More About Night At The Movies Here!

4. Bicycle Across South Carolina (BASC) || October 

Bicycle Across South Carolina (BASC) is a multi-day ride hosted by the Post and Courier. BASC takes participants off the road and onto the scenic trails of South Carolina. Riders will experience a unique opportunity to explore state parks, off-the-grid-trails, and engage with a community of like-minded enthusiasts. BASC kicked off its inaugural ride in September 2019. In 2020, we were lucky enough to celebrate year two with brand new routes for riders to experience a diverse look at South Carolina’s landscape!

We are actively working on BASC 2021. Make sure to sign up for the newsletter to stay up-to-date on the latest!

Learn More About BASC Here!

5. Steeplechase of Charleston || November 14, 2021 

Steeplechase of Charleston 2020 was an outstanding event with 2,500 attendees, 30+ vendors, and a long list of cherished sponsors. Racegoers were able to enjoy a socially distanced tailgate with their friends, shop local vendors, and watch an incredible docket of horse races right here in beautiful Charleston.

Learn More About Steeplechase of Charleston 2021 Here!

 

These 5 events are incredible opportunities for you to expand and immerse your business in the Palmetto State. Between the variants of these events and a multitude of other events such as We The Women, 12 Leaders To Watch, College of Charleston 250, and Pints and Politics, your business can partner with The Post and Courier and gain so much more than new business and quality leads.

Ready to find out? Learn more about sponsorships, contests, and other events!