Tagged: Ruby Media Group

NY Social Media Marketing Agency Founder Kris Ruby Shares How to Use Instagram Stories for Business

In this 15-minute video, Kris Ruby of NYC Social Media Marketing Company Ruby Media Group covers:

-What social media channels are better for B2B vs. B2C.
-How to determine your target audience on Facebook.
-Why influencer marketing is a growing trend.
-How to tell if someone has fake followers.
-Why the role of the traditional media gatekeeper is obsolete.
-Why engagement trumps the number of followers and vanity metrics.
-3 steps to take to become an influencer in your community.
-3 ways to leverage Instagram Stories to build more followers for your business.
-How to conduct hashtag research to increase visibility.
-Instagram feed posts vs. Story posts: the # 1 mistake you are making.

-PLUS: Live Social Media Consulting with TV News Anchor Shannon Lanier

https://www.youtube.com/watch?v=56HXjciLK5U

 



Healthcare Public Relations: Why Every Doctor Needs a Personal Brand

We were recently interviewed by Brand Yourself on why every doctor needs a personal brand. Read the interview here to find out why content marketing is critical for medical practices, 5 ways doctors can use social media marketing to promote their practice and how doctors can leverage a healthcare public relations firm to increase exposure and attract new patients.

Why is it critical for doctors to establish a personal brand? 

In today’s environment, the competition in the medical field is fiercely competitive. It is not enough to create a website, place some directory listings and hope that people will magically find your medical practice.  If you want to establish trust with patients before they ever come in, building a personal brand is a great way to do that. There are numerous benefits for doctors to invest time and resources in building a personal brand. For starters, it leads to more qualified prospective patients before they come in. It creates a relationship with patients and opens up a 2-way dialogue well before they ever visit your office. It can also cut down on incoming call volume of potential patients asking the same questions over and over again—another perk of content marketing for doctors.

What are some successful social media marketing strategies for medical practices you would recommend?

The best marketing strategy for a medical practice includes a heavy focus on content marketing. Although it takes a lot of time to sit down and write these articles, it is instrumentally helpful for building your medical practice. If you successfully implement a content marketing strategy for your medical practice, you are creating a resource library of educational content for prospective patients. This content will give patients a real understanding of your deep knowledge base in a specific area. The first place potential patients go to when visiting a site is typically the medical practice’s blog—if you don’t have any information on it, you are missing out on a prime opportunity. The bounce rates are also typically higher for medical practice websites that lack strong content. Investing time and resources in targeted landing pages on service offerings, optimizing your site and investing time in content marketing would be the first place to start if you are serious about marketing your medical practice.

Why should a doctor hire a NY public relations firm for their medical practice? What is the benefit? Can’t they just do it themselves? 

Public Relations builds trust- and when deciding what physician to see, trust is one of the top factors.  People want to see a waiting office (or a web site) filled with “As Seen In” plaques of media outlets you have been featured in from third-party sources. Subconsciously, this makes them feel more comfortable with you and builds trust. However, even if you have top tier media mentions but poor Google Reviews, there will still be inherent trust issues that a long-term reputation management strategy would be more likely to remedy.

Is HARO (Help a reporter out) a replacement for PR and personal branding for doctors?

Haro is a great resource for doctors to build media mentions. However, responding to haro queries is not a comprehensive public relations campaign for your medical practice. If you are looking to build referrals with other physicians, conferences and events may be a more suitable approach to achieve that goal. It is important to note that there is an art to pitching and crafting good responses for HARO. Some doctors may be more likely to craft responses back to these queries in medical jargon, which is not necessarily what a reporter is looking for if they are writing a consumer piece. Having a Public Relations consultant who specializes in the medical field would be ideal. If you are just starting your practice, then Haro is one of many great tools to keep in your arsenal.

Why is content marketing crucial for medical practices? 

Patient needs have infinitely changed. Unfortunately, they expect a steady flow of information coming from your practice. If they look up a medical practice that has no content or strong referring backlinks to their site, this is troublesome. Or perhaps a Facebook page for the practice that has never once been updated.  All of these are red flags to the social media savvy millennial consumer today when searching for a doctor.

What are some benefits of social media marketing for medical practices? Will it drive new patients? 

Social media marketing is great for maintaining a steady flow of communication with your current patient base. For example, many of the medical practice Facebook pages we manage receive consistent comments, likes and shares from their current patients. As a doctor, you may think, why am I paying a social media marketing agency to market to my existing patient base if I already have them as patients? The reason is because every time they are sharing or engaging with your content, it is being promoted to their entire friend list which could be in the thousands. These are all potential new patients for you, many who are located in your geographic area. Practices that are more active on social media also have patients that feel more “connected” to the practice. Another perk of social media marketing for medical practices- particularly with millennials- is that they don’t have to pick up the phone to call you. They can get their question answered directly from Facebook or Instagram through a comment thread or Direct Message. For many millennials, myself included, that would be reason in itself to choose a doctor (someone who communicates with you the way you like to be communicated with!).

What are two ways doctors can use content marketing to promote their mediacal practice and attract new patients? 

If you have invested time and resources in a great piece of educational content, make sure it is optimized with relevant keywords. Next, promote it in the right channels. A great way to do this is through targeted Facebook ads. So, if you are a dermatologist in NYC and write a piece on the top 10 ways to achieve greater skincare, target the post to people in your demo by hobbies, age, location, interests. You may also consider retargeting as an additional component.

Can traditional media exposure grow your medical practice? 

Absolutely! People love to see their Doctor on TV.

What exactly is medical practice public relations?

Medical Practice Public Relations is the practice of keeping a doctor in the news. Whether it is commenting on current trending health items (ex. The opiod crisis) or getting quoted in trade publications, medical PR keeps your practice visible. Another added benefit- perhaps the most overlooked benefit of medical practice public relations is the link juice you receive from high-quality media outlets every time you are quoted. All of these backlinks help build your authority over time with Google. So really, you can either hire a top PR firm, or an SEO firm- or both- but there is no avoiding that the work needs to be done for a medical practice to stay visible.

How can a doctor leverage social media marketing to build their personal brand? 

Social media marketing is ideal for personal brand building for doctors- it gives you a platform to share your press mentions with others in your industry, which can indirectly lead to other speaking opportunities at medical conferences or more social media. mentions. The social media savvy doctors on Instagram are crushing it today- they have become the new “influencers” of the medical field- and as a result of social media, many have even bypassed having to hire a traditional Public Relations firm because the media comes to them directly (through direct message!).

What do I need to know before hiring a New York public relations firm to promote my medical practice? 

The number one thing you need to understand is the amount of time it takes to work with a healthcare public relations firm. You also need to have time in your schedule to respond to their press requests, usually on a minute’s notice.  If you enjoy having a very scheduled day with no interruptions, a healthcare public relations firm may not be the best approach. Doctors who get the most out of working with a medical PR firm answer the media immediately when they call. You also need to know that everything is a balancing act between the PR firm and the media outlet. Even if you spend two hours answering a press request and craft a one-page response, only 2 sentences may be used in the article. You have to be comfortable with the inherent lack of control that comes with working with a medical Public Relations firm and the media. Things often change very quickly and you need to be able to adapt to that. Also, think about what kind of media is preferable for you. For example, if you don’t have the luxury of shutting down your practice for the day when a TV producer calls and wants you on set in an hour, radio may be a better approach for your medical practice.

Does a doctor really need a NY Public Relations firm to promote their medical practice? 

Yes, unless you are a super savvy social media influencer who has already amassed thousands of followers on your own, you should consider working with a medical Public Relations firm. The majority of doctors you see quoted in the media don’t miraculously land those spots. They simply don’t have time to be pitching themselves to media or managing the tedious work of media outreach. They are focused on their medical practice and seeing patients. Sure, anyone could technically do PR successfully on their own if they put in the time, but from my experience, doctors have very limited time and this is not top of their list. They want to focus on practicing medicine, not on the business of medicine.

What are some critical elements of a public relations campaign for a doctor?

Getting quoted in digital outlets, feature articles on your practice in regional publications, radio appearances on trending news topics, award submission/ nominations for top doctor categories, pitching for conference speaking, promotion of conferences, coordination of marketing materials for conferences, content marketing, social media marketing, and promotion of press hits on social media. The list is pretty long…medical practice marketing and PR could be a full-time job!

Why does a medical practice need to be visible if they have nothing newsworthy to promote in the media?

I constantly say that we don’t do marketing- what we do is medical practice communication. Doctors need practice marketing the same way they need to drink water, sleep or eat. It isn’t really up for debate. It is a critical component of the way that people communicate today. You are either in the conversation or you are completely left out of it.  It is better to have a hand in mitigating risk and managing the conversation than to let angry patients trash your reputation online or make false speculations. Doctors don’t have the luxury of pausing marketing campaigns either. If they expect to build real relationships with a community, they can’t pause the conversations for months at a time. Imagine trying to build a relationship with someone but saying, “I have nothing new to tell you so I am just not going to speak.” The details are in the daily interactions- that is the ‘life” and the pulse of a medical practice. Those are the patient stories people want to hear. But expecting this to be a big media blitz to start or stop is not at all what healthcare marketing is all about. To reap the benefits of medical practice marketing, you need to make a long-term commitment to stick with it and understand why you are doing it. It isn’t because you have something to promote. It is because it is what the new patient of today demands of your practice. The medical practices that choose to ignore this truth will lose out to the practices that are embracing this and will, unfortunately, become obsolete. Look at any social media savvy practice owner and ask them how they have built their medical practice. The majority have done very little traditional advertising and gotten most of their referrals through patients online via social media marketing and personal branding efforts. They would never think of pausing social media/ PR / marketing because it is so ingrained in their digital DNA. They don’t view any of this as marketing or PR- they view it as living and communicating.

What are some social media marketing mistakes doctors make when promoting their medical practices? 

The biggest social media mistake doctors make is that they ask their office manager to run social media marketing for the medical practice. Another mistake is not consulting with legal counsel before launching a social media marketing campaign for your medical practice. For example, the law can be tricky with what medical questions you answer on social media platforms or what type of patient information is revealed and transmitted through secure/unsecure channels. Someone who is an office admin, or even a social media specialist, may not know the legal intricacies. Social Media Marketing is great for building your medical practice- but it also infinitely opens you up to legal risks if not handled properly. It is critical to invest in the right resources. Social media moves so quickly- there needs to be a plan in place for responses on behalf of the medical practice. Another obvious mistake is being overly self-promotional or still using social media like it is a traditional ad.

Any personal branding tips for physicians? 

Think about what area of expertise you want to specialize in as a medical expert. For example, do you want to be branded as an expert in Crohn’s disease? As the leading spinal surgeon? Before I start any healthcare public relations campaign, I always do a deep dive discovery session with a doctor. You need to have a personal branding strategy before you can have a larger strategy for the medical practice. If you were booked as a medical expert, what would the lower third refer to you as on screen?

 

Interested in increasing media exposure for your medical practice? Click here to view Medical Practice PR, RMG’s division dedicated entirely to healthcare public relations for doctors and medical practices. Click here to see case studies of media coverage and press placements we have generated for our medical PR clients. 

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NY Social Media Expert Kris Ruby on Fox Business discussing Facebook’s postcard verification for ad buyers

NY Social Media Marketing Expert Kris Ruby of Ruby Media Group was recently on Fox Business with Charles Payne discussing the Florida School Shooting Suspect’s Disturbing Social Media Posts. During the segment, Ruby also discussed Facebook’s latest answers to Russian meddling with postcard verification for ad buyers. To see the full segment, click here. 

https://www.youtube.com/watch?v=WKpaDp6jwa4&t=4s

NY Social Media Marketing Expert Kris Ruby of Ruby Media Group on The Ingraham Angle

NY Social Media Marketing Agency Owner Kris Ruby of Ruby Media Group was recently on The Ingraham Angle on Fox News discussing the intersection of big tech/ government, as well as censorship of certain conservative news channels on Google, and the potential impact this could have.

https://www.youtube.com/watch?v=nL6cn7-ykEk&feature=youtu.be

 

 

 


NY Social Media Expert Kris Ruby on Fox & Friends First

NYC Social Media Marketing Expert Kris Ruby of Ruby Media Group was recently on Fox & Friends First. Apple was recently urged to do more to combat iPhone addiction among kids. Is it really Apple’s responsibility to parent children? Click the link below to watch the full segment.

https://youtu.be/jEfiOvfQQUs



Personal Branding Tips in Commercial Real Estate- How to Build a Brand that will get you noticed

 

NY Social Media Marketing Agency Founder Kris Ruby of Ruby Media Group was recently featured in the October print edition of Real Estate Forum/ Globe St. In the feature article on personal branding for commercial real estate executives, Ruby shared expert insights the state of personal branding for commercial real estate executives. You can read the full interview here. If you are unable to open the link, here are some personal branding tips for commercial real estate executives. The article can be found in the 2017 Real Estate Forum Magazine October issue titled “ABC’s of Commercial Real Estate: Building Your Brand”

What is personal branding?

Personal Branding is a way of differentiating your value proposition from other competitors in the market. Ideally, your personal brand would stand out from others in the commercial real estate industry and separate you by what makes you most unique. For example, in commercial real estate, are you branded as a keynote speaker? As a leader in the regional real estate market? As an early adopter of social media in real estate? As the Snapchat leader for real estate executives? Or, is your brand defined by the continued content you byline in Forbes as well as trade publications? All of these attributes can factor into a strong personal brand.

How long does it take a commercial real estate executive to build a personal brand?

Building a personal brand of a commercial real estate executive does not come out of thin air. Fundamentally, the personal brand needs to be grounded in hard facts. You can’t just declare yourself an expert or real estate guru without having the success and properties to back it up.  The first thing a journalist will ask for is to see your deal sheets and property fact sheets. If you are going to tout yourself as an expert and try to get coverage, you need to have all of these materials ready before you embark on your personal branding mission.  You also need to make sure you have crafted your personal branding “story”— the entrepreneurial angle or human interest angle that differentiates you from every other real estate executive. Be sure to include a Q & A section as well. These materials are critical if you want to pitch outlets that could help support the development of your personal brand strategy. Do not even think about approaching a media outlet without having this ready to go. Real estate is also fiercely competitive. If you want to develop a personal brand in commercial real estate, you will need to state your opinion on what other developers are doing or building so it is clear where you stand. Neutrality and soft opinions don’t really hold up that well in this vertical. If you want to be branded, you can’t be afraid to speak. This definitely separates those who are trying to build brands from the ones who actually have.

Why is personal branding so important for commercial real estate executives? 

Personal branding is critical for commercial real estate executives because it is essentially one of the only ways to separate yourself from the oversaturated market today. It used to be enough to invest in a good website and traditional sales tactics. Today, that is the very minimum that is required. Personal branding can include everything from influencer marketing, SEO, content marketing, traditional PR and more! People want to work with someone who has a strong personal brand that they have already encountered online before ever picking up the phone. They want to be consumed by several touch points of the brand or ‘person’ before speaking to them.

What are the challenges of personal branding for commercial real estate executives? 

The biggest challenge of personal branding is defining a brand that is authentic to you as a business leader. Just because you see a real estate executive on television or doing frequent Facebook Lives with thousands of viewers doesn’t mean that is the most effective way to build your personal brand. You need to do what feels most comfortable to you instead of pushing too hard to fit in with what everyone else is doing.  Another challenge of personal branding is setting your frequency limits for communication. If you want to be frequently communicating 24/7, you may need to have a team in place to help on the execution side of this including editorial, web, branding and SEO in addition to production.

What are some effective personal branding techniques and strategies for commercial real estate executives? 

The most effective personal branding technique for commercial real estate executives would be crafting bylined content in national media outlets to attract a following. Commercial real estate execs could consider writing about market trends, industry insights or roundups from conferences. Another effective branding technique for commercial real estate execs is to incorporate in traditional Public Relations. A commercial real estate could discuss market trends on a national news show such as MSNBC or Bloomberg. They may also discuss a hot item in the news and their unique angle on it. Effective personal branding would be leveraging the segment through social media marketing including Facebook, Instagram and LinkedIN to promote the appearance. Another key component of a personal branding campaign for commercial real estate executives is publishing frequent content on LinkedIN pulse. The branding game for commercial real estate is long lead— it takes a while to develop the personal brand you desire but once you have it things will start snowballing from there, especially with media opportunities. If you are looking to develop a personal brand or get some of your properties in the news, you may also want to start following the commercial real estate writers on Twitter and liking or favoriting their tweets to get on their radar before you ever reach out to them.  From my experience, it can take a commercial real estate executive several years before they start to see the traction they are looking for in regards to their personal branding campaign. However, it is worth it when things finally to start to pick up. It is important to note that a truly authentic personal brand is not built overnight.

Still unsure of how to develop a personal brand on social media? Click here for 10 ways 10 leverage social media in commercial real estate. 


10 Ways You’re Sabotaging Your Chance Of Media Coverage

How to Get Media Coverage For Your Business

 

Securing press coverage for your business is a continual process. Pitching can take months before the media picks up your story. Often, business owners can be caught off guard when the media is interested in writing about them. Many DIY public relations guides teach businesses how to get their pitch picked up. But that is only half of the equation. If you don’t have the proper assets to give to the media when they are ready to interview you, you may be sabotaging your golden opportunity for coverage. Here are the top 10 ways I see founders sabotage themselves, along with how to prepare should the media come knocking.

1. Not having high-resolution photos: It perplexes me how many people pitch media and do not have a simple high-resolution photo. This is an absolute must if you are pitching a personal branding angle or if you are trying to secure a column as a contributor. If you don’t have a high-res photo, you can delay the entire process. You also need to have branded lifestyle photography for feature articles or human interest stories. If you are pitching an entrepreneurial angle, an editor will want to see you in action, meeting with clients or doing what you say you do best. Newsrooms are severely understaffed, so don’t expect them to send a photographer to your office.

2. Wearing clothing that clashes on camera: If a producer wants to book you for a segment, they will want you in the studio within a few hours. Finding television friendly attire that looks good on camera can be time-consuming. Start looking for outfits well before you are ever booked for a segment. For men, this can be as simple as a nice suit. For women, bright-colored dresses with short sleeves or three-quarter sleeves work well. Make sure you have tried on the dress sitting down to see how long it will appear on screen.

3. Using an outdated executive bio: Do you have a recently updated executive bio that can accompany all of your outbound pitches? If not, start working on this now. You should have a few different variations of your bio: one for trade publications, one for consumer pitching and a different version for bylines.

4. Missing contact information: This sounds simple, yet so many people skip this obvious step. They pitch to the media and do not include an email address or a cell phone number to reach them on their website. Journalists don’t want to spend time submitting lengthy contact forms to reach you. Make your contact information visible in the footer of your site to increase your chances of visibility.

5. Missing media collateral: If you are pitching a human interest story, journalists will want to see some basic information. This makes their lives significantly easier so they can review this while working on the story. It may also spark new angles they may not have thought of. Include FAQs about the “why” of your business. Try to answer all of the questions you think they may have so they can pull in relevant details from the Q&A or fact sheet. You can do this in Microsoft Word. Avoid sending them a PDF.

6. Including photos without image names: Journalists work on several different stories at a time and speak with different sources. If they request photos, make sure each photo has a file name instead of the regular “DSC20107.” Naming the image file will also give you an added SEO boost if they decide to run them. Think about the search terms you want to rank for when considering what to name each file.

7. Not having additional sources on file: If you are a doctor who is pitching a broadcast segment about a new epidemic, make sure you have other sources lined up to support the claim. You sitting alone in a dark room discussing the story is not a complete segment. The media may want to speak with someone who was impacted by the epidemic, a professor on the epidemic and provide your medical expertise on the story. They are also going to want b-roll footage as part of the package.

8. Using expired Dropbox links: Set up a Dropbox account before pitching. There is nothing more frustrating than having to email back and forth waiting to get the story assets you need, especially because of something like an expired link.

9. Missing major newsworthy talking points: If you are pitching yourself as an expert, you must be frequently consuming the news. A journalist doesn’t want to hear that you have never heard of the story they are working on. They will seriously question your credibility. I set up Google alerts for my industry so that I am always well-versed to comment on breaking news.

10. Lacking knowledge of what the media likes: If you want to be quoted in the media, educate yourself on what journalists are looking for. You can search on Twitter under the #PRFail hashtag to see what journalists hate. If a journalist asks your opinion, they aren’t looking for a one-line response. If you give them a one-liner, they are less likely to quote you. It is better to give more for them to pull from than less. Give them what they want, how they want it, when they want it and in the preferred format they want it in.

Not following these public relations tips could reduce the likelihood of being included in a story.

Ruby Media Group is an award-winning NY Public Relations Firm and NYC Social Media Marketing Agency.  The New York PR Firm specializes in healthcare marketing, healthcare PR and medical practice marketing.  Ruby Media Group helps companies increase their exposure through leveraging social media and digital PR. RMG conducts a thorough deep dive into an organizations brand identity, and then creates a digital footprint and comprehensive strategy to execute against. Specialties include content creation, strategic planning, social media management, and digital public relations. RMG helps clients shine in the digital space by extracting their strengths, developing story ideas, and crafting compelling news angles to ensure journalists go to their clients first as story sources and thought leaders. Ruby Media Group creates strategic, creative, measurable targeted campaigns to achieve your organizations strategic business growth objectives.