How and why Shorty Produkshins is shifting gears in 2016

As many of you must know, the face of SEO and Internet Marketing is rapidly changing. It’s been almost ten years since we completely evolved into a marketing company. True, we still made music clean up into 2010, but this was done through subsidiary, Shorty’s Playground, after splitting into two separate entities in 2007.

Shorty Produkshins has prided itself on keeping ahead of the competition by being early adopters and evolving our services to meet the needs of our growing audiences. We started as that tiny little studio, consisting of a computer and a closet, and delivered many phases to our most avid supporters. Many of you remember our plaza location and our studio suites. As time evolved and industries became saturated, we evolved. Shorty Produkshins has always given the audiences a “new era in royalty” through this constant growth.

In 2013, we celebrated 10 official years. Innovation and specialization came from the demand of our most prestigious clientele — those allowed to be named and those under NDA. We focused more on our abilities on “streaming,” graphic design, social branding, public relations and event marketing. We also continued to be one of the first to deliver mobile technologies to smaller brands — something we had been doing since around 2010.

Then, rules of event marketing changed.

We once packed audiences to the point they wrapped around blocks to get into our venues. We packed venues so full, people would leave just because there were too many people there. Mixtape release parties often found they didn’t have enough products to hand out to their audiences. We even contributed to many of our larger clientele in having the largest audiences they ever had in their annual events.

Soon, everyone started to adopt the same marketing plan. And, those rules really apply any more. And, let’s face it, if the client has a smaller budget, there is a limit to what can be done in competing against venues with holographs, strippers and free drinks all night long. More focus went on Public Relations, Streaming Shows and Social Branding. Shorty Produkshins soared throughout the latter half of 2014 and on through 2015 by directing attention to where it was most effective!

Focused on the media, owner, Jessica N. Abraham began growing closer ties with many of the media platforms she worked for over the years. She began to realize that these media ties were great in supporting her public relations clientele. With over 16 years of expertise in social branding, this service was only going to be enhanced by combining services with those of the public relations sector. And, then… Shorty Produkshins would change forever!

While we have been engaging in content marketing since around 2001, many companies have realized how effective it actually is. They are beginning to realize the importance of owning a blog and regularly adding content to their websites. They are learning how impactful social shares can be. And, even Google has changed their algorithms to reflect this ideal. Because so many black hat operations have ruined innocent SEO initiative, Google’s new algorithms began focusing more on social impact and content than on anything else.

At Shorty Produkshins, we have already “been there, done that.” We have already done the “expert guest” thing, too. But, what of all of it coming full circle? As a content powerhouse, we are scaling our methods for our clientele in delivering Online and Offline promotions where they matter the most, making them an expert in their field and allowing them to monetize all platforms.

As IT companies are shifting towards all-in-one integrations that promote “productivity, collaboration and communication,” we are enhancing our internal productions, partnering more frequently and communicating to our audiences more. We are making them part of our endeavors. We aren’t just making them part of the conversation, we are making them the conversation. While we will still cater to clientele directly, we are shifting our focus to the community.

We have always dedicated ourselves to the underdog. We made it our mission to serve independent artists, brands and causes. We made it our mission to give audiences something to consume. But, everyone is doing that now. Why be like everyone else?

We have built clout (and Klout) over the years. You have been faithful to us, and we are grateful for that. We have come with a new plan of action in serving you… the everyday person.  In 2016, we shift gears to the community. We shift gears to return the support. In order to continue creating opportunities for you, we must keep evolving us!

In the past, you may have noticed long periods of time that our websites weren’t even finished. This is because we focused on our client’s work, pushing our own work to the back burner. Over the last 13 years, we have been a mostly referral-based company. Our clients speak on our behalf, as they return for more. Our clients have even given us permanent positions within their own companies.

In supporting our past, our existing and our future clientele… in supporting our followers, our lurkers, our true fans… in supporting the customers of our clientele… and in supporting the community, it is time to focus on us… Our true mission.

If you ask Mrs. Abraham-Hogan what makes her continue to do what she does with Shorty Produkshins, she will tell you that it is all the support and loyalty she has gained over the years. It is her hope to create a balance between genuine customer service, the people and humanity.

As society corrupts, she feels a duty in giving the people hope for change. As innovation explodes, she loves being the first to tell you (it’s probably the little kid in her)… As misinformation is spread, she wants to be sure people are educated. She wants to help a young generation succeed and small businesses stay open. She wants to see people reach their full potential and to be a helping hand.

With 2016, it’s not just a new beginning, it’s a chance for transformation… metamorphosis in branding social… And, we just want you to pay attention as we begin to unveil our plan of action over these next few months…. You will NOT be disappointed. Because, you are the reason for it all!

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Florida businesses promote ‘independent’ through annual Pittsburgh cause

PREVIOUSLY PUBLISHED ON EXAMINER

SweetNote Entertainment, a Production Company in Pittsburgh, Pennsylvania, presents an annual Rock’N’Soul Christmas Show that brings regional musicians, fans and area businesses together to raise toys and donations on behalf of the Toys for Tots Foundation to give to children during the holiday season. Each year, SweetNote collaborates with local businesses and corporations to make sure that everyone involved goes home “just a little bit happier.”

Products and services are donated to the company and given away during raffles and to bands, who perform during this charitable event. According to B. Michael Smith, owner of SweetNote Entertainment and Coordinator for this event, set for December 14, 2014, “The primary goal of Toys for Tots is to deliver, through a new toy at Christmas, a message of hope to less fortunate youngsters that will assist them in becoming responsible, productive, patriotic citizens. Our organization is dedicated to the process of making that happen, but we need your help (speaking to artists and businesses all over the United States).”

This year, two Florida-based companies are getting involved in SweetNotes Rock’N’Soul cause — Playas Mob Radio and Shorty Produkshins.

Playas Mob Radio, a weekly radio show that is based in Fort Pierce, broadcasts out of 6 FM stations around the State of Florida and to an International fan-base of Online listeners. Playas Mob Radio, dedicated to breaking Independent Artists, Businesses and Causes, will be presenting one winning band or business with a promotional radio spot during a high profile show to talk about their brand’s history and any upcoming releases.

If it is a band that wins this promo spot, they will also have their latest radio-edited release placed into regular rotation during The Playas Mob Radio Show on WJFP FM. The show will be live on-air and will also be archived for promotional usage for the brand in both Online and Offline arenas.

Shorty Produkshins, an Orlando-based Online Promotions Company specializing in Social Branding and Event Marketing and also affiliated with Playas Mob Radio, will be giving away a few items to encourage entrepreneurship, musicianship and, of course, giving during the holiday season and into the new year.

A spokesperson for Shorty Produkshins states that “It is our way of giving back, while helping artists and brands find awareness in the new year. We initially were giving away one graphic art in the form of a digital flyer to one winner to help boost their visibility, professionally and with intrigue, and we still are. However, we realized the need brands have in establishing credibility and awareness that lasts the lifetime of their career. So, we decided that we could write articles, as well, for five brands or bands who really deserve it — which would be more beneficial to them than a graphic design that serves the purpose of one project or announcement. These services will also really benefit their Internet Marketing and SEO efforts.”

They have donated one graphic design and five written articles to promote independent progress in the Pittsburgh Area.

With December 14, just two days away, we can only imagine the magic that the night will behold. Artists, businesses and audiences at Pittsburgh’s Sing Sing venue at the Waterfront can expect a night of entertainment, holiday spirit and motivation to usher them into 2015. Performing at this event, SweetNotes own Lyndsey Smith and Soul Distribution will take the spotlight alongside acts such as Kinetic, Sun Hound, Hakim Rasheed, Mike Why, Ine, Gene Stovall, Devan Rue and Brian Woods. With a roster like this, this is definitely a night to remember!

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Search Engine Optimization… The Neverending Story.

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Search Engine Optimization is an ongoing effort… Point. Blank. Period. There are some experts out there speaking false information into the Business World on how it “doesn’t matter how high you rank in Google” and other search engines, most of your focus should be on actual marketing itself.

Are they serious?!

Those who know Internet Marketing like the back of their own hand know that SEO (Search Engine Optimization) is one of the most important elements of marketing. As a matter of fact, it is the reason that other forms of marketing even exist and continue to strive!

Who says appearing on the first few pages, and especially the first few results, of a Search Engine do not help a brand perform at its maximum potential? Who says it doesn’t help a brand find awareness, especially when local area search takes place? If SEO isn’t done properly, all Social Branding and Media Marketing efforts can pretty much find themselves flushed down the toilet!

SEO is not just naming a few keywords or tagging a few items. It’s more than just descriptions and backlinks. In today’s day and age, related search results are almost a standard, photo matches for similar results are sure to return and content is King! Not only is it King, but it is more valuable than any keyword you place on your page! And, naming it correctly is even more important. Using generic names for photos and audio will just hinder efforts.

In today’s World of Search, more and more businesses and brand are finding themselves working with individuals and firms that have mastered Search Engine Optimization as a skill and/or Internet Marketing as a whole. So if everyone is doing it right, how exactly does your brand stand out in the crowd?

It is true, most people are learning that if they aren’t doing it right, they might as well “close up shop” in E-commerce and other related industries, because they won’t make sales. So, they put in a few marketing dollars and integrate SEO into their efforts. The problem is, they don’t realize that SEO is an ongoing effort — a never-ending story!

Most people are simply hiring professionals or doing it themselves to get the job only half done. They hire someone to optimize their site, or they create “Meta Tags” and call it quits! The goal of SEO is to stay on top amongst competitors, affiliates and even those in the same industry as yourself, who may not even be a competitor!

So, we name and detail Meta Tags. We include optimized copy for the page. We name all content and create “Alt Tags.” We backlink and create internal links, amongst every other element of SEO (and there are many).

The thing is this: No matter how much optimization we do for a site, it is NEVER enough! It is also to be noted that when you hire someone to optimize your site, this is different from hiring someone to handle all of your SEO across platforms.

The difference is plain and simple. Newer sites and newer optimization by competitors will begin to be tracked. Algorithms are programmed to realize some content will become outdated. Such is the case with news stories. There will always be a new shooting and the one that just took place will become old news, no matter how often that story is searched out.

So, how do we combat this? Again… ONGOING SEO!

Refreshing and updating pages, adding to and making changes, etc. Our websites aren’t the only thing that needs continuous updating, so do our Social Media outlets and social networks in which are attached to our sites.

Why? Link Wheels and Pyramids end up pinging our sites and connecting the content indirectly.

Every click is a vote, every impression is a bump up! The more content, the better. The more relevant the content, much better. The more linking and embedding of content… even better! And one must do this on a monthly, weekly and even daily basis, or they should plan on falling behind.

There are arguments that Organic Search results, traffic sent to your page based upon the text of your coding, are good enough. Okay, then why are these same people still “wasting” money on SEM (Search Engine Marketing) if they think that Organic Search is enough? Don’t let these people fool you. It is their goal to hold up your efforts so they, themselves, or clients can get ahead. It’s misinformation at its best.

Organic Search is important. But, keeping information and content new and interesting is even more important. After all, repeat traffic yields new traffic through Viral and Word of Mouth means. Those are the two hardest forms of marketing to achieve, because you can’t just make someone want to tell another person about your brand or site. They have to want to do it. And if they are bored or losing interest in what you have to offer, they won’t become excited enough to share it with those who take their opinions seriously.

Because SEO is an ongoing effort and others are slowly catching on, links and content are always changing out. Old ones are even being removed. Who is to say that all of those backlinks you just committed to will even be valid or existent in a few months?

Continuous backlinking is important. After all, it is a means for Brand Awareness. Awareness brings Interest. Interest encourages Influence. Influence equates to Loyalty. And, Loyalty endures Tenure.

For the sake of your brand’s survival, please engage in Ongoing SEO Activity! Be kind to your brand, and it will literally pay you back!

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Lack of Social: So Many Businesses are STILL Doing it Wrong!

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According for the Center for Media Research and The Chief Marketing Officer Council in its latest release of industry information: “When asked what elements in the media mix were being localized to address local market segments or better drive interactions at the local level, marketers are focused on localizing strategy, segmentation and messaging (68%) and direct mail and emails (53%). However, fewer than 50% of respondents are focusing on localized media buys, social media interactions, website or even adjusting sales literature or collateral.” Those targeted in the first two groups are based on an already established client base and list of potential consumers collected by businesses on the local level.

If you notice, everything related to actual Internet Marketing and Social Media Marketing is grouped into one item. To boot, there isn’t much of a budget or energy set aside to really take advantage of such powerful tools. In essence, they’re spending money on the strategy and messaging to be compelling, but not using it where it is most effective! This is when they complain that “SOCIAL” simply does not work.

A job done half mass will be a job done “half-_______ed.” Let that resonate the next time you’re involved in a marketing plan. So many put only little effort into their Social Branding and realize that it’s going nowhere.

In reality, they have a stagnant Facebook Like Page that only Brand Loyalists are stumbling upon and liking. Likewise, the brand’s Twitter account is doing just as well while following 500+ “tweeters” and gaining less than 50 actual followers.

Their mistake is the lack of engagement. After all, what good is messaging with no conversation? If there is no interesting content to be shared or repeated, no one will share or repeat it. It’s as easy as that and nothing less to be said.

The Center for Media Research also reported that “despite 59% of national marketers noting that local demand generation was essential to their business growth, only 7% feel they have highly evolved campaigns and measures in place that can activate consumers at a local level.” It’s obvious that some get it. But, it’s sadly pathetic how so many simply do not.

Not to burst any bubbles, but hiring a High School Student or College Freshman isn’t enough either. There needs to be some type of strategy set in line. True, “fresh ideas” are wonderful to have on the team for ideas and content distribution. But, there has to be a strategic call to action set in line. What is the message needed to get across time and time again? What is being sold? How will we convince others to do what we want them to?

We spoke of Internet Marketing as separate from “SOCIAL” earlier. It truly is. Let’s address this now:

Internet Marketing is a broad categorization of multiple marketing channels and styles done within the world of the Internet. There, of course, are subcategories that also branch out into other realms of the marketing mix. Internet Marketing can be summed up as “content and content placement.” Words can be consumed as content. In essence, they are exactly that. Videos, pictures and audio are all the same — content. Where and how it is placed and displayed for awareness is also part of Internet Marketing.

Some people don’t understand the scientifics behind Internet Marketing. All content is a plausible cause for SEO tactic. Defend your placement in search engines and bring awareness to your brand by naming your content, using search terms within your copy and in finding organic results. Organic results happen automatically. However, paid results are just as important. These also help your placement in search engines. Yes, it is all one large algorithm… One that must be understood.

Backlinks, link pyramids, link wheels, blogs, tags, and many other Internet Marketing elements all help a brand’s presence on the net. These are like hand grenades, gutting knives, and darts in defending against and combatting competition on the net!

The littlest things can and will matter. These things MUST be implemented into Social Branding, as well as within company websites, Youtube channels and so on.

There must be consistency. In fact, the Law of Consistency, as explained by authors Al and Laura Ries in “The 22 Immutable Laws of Branding,” is very important to branding as a marketing strategy on any platform — Online or off. Don’t think for one minute that Google hasn’t been programmed to understand this.

There are many reasons why more of a budget needs to be set aside for Internet Marketing and Social Branding in separate categories. Again, hiring students to complete work for the company’s Social Presence is a great idea. But, there must also be professionals on the team getting their hands dirty if a social garden is expected to thrive.

If you are going to invest a dollar into your branding, what is an extra fifty cents if it triples your return and leaves a lasting impression on your consumers? Think about it.

Speaking of consumers, let’s address them real fast. How much of a budget are you putting aside for customer relationship building and customer service? Do you have any particular way of communications with them available around the clock?

The world of media has changed the way we do business. “Always On” culture has changed the way we seek customer service and retain those customers seeking our servicing.

It’s safe to assume that our business hours aren’t always convenient for our consumers who may also be working or busy with children in those hours. After hours may be the only time they have available to reach us. E-mail correspondences, while easily accessible, may take days to address simple fixes, and not always will someone be able to answer the phone to answer hard to ask questions.

Did you know, in customer service and technical support, the same questions are addressed over and over again? So, why not plan for this in the marketing mix? Hiring and training students to work after hours (when many will be wide awake and available), might be one way to cut back on “social” costs because they are only needed on demand but very important in customer retention.

ddressing customer relations in a social forum, while keeping private conversations private, content is created and a solution has been addressed to unexpected and common problems encountered with our servicing and platforms.

Being brutally honest, some consumers will be too lazy or proud to reach out for help. Let’s use monitoring tools to find out their difficulties with our services and products and reach out to them!

Let’s get involved in their conversations and sway negative conversations into testimonies and positive reviews. After all, Word of Mouth Marketing is always going to be the most effective form of marketing. The reason behind this is Brand Loyalty of our trusted friends and family will gain our interests over some advertisement thrown in our face to sell us something.

Similarly, dampening negative conversation about our brand helps dramatically, because negative feedback is twice as damaging as no feedback at all!

Let’s find out true opinions based on customer experience and find out what isn’t working for our brand, why they aren’t “funneling correctly,” and why they are dissatisfied with our products — and listen to them. Making changes surrounding the concerns of our customers is the way to go. After all, the goal is bringing them an end product that they can’t live without. This is how a brand will endure the tough times that every business battles when the economy slows down.

Understanding that social means interaction and keeping our consumer bases (potential and existing) are key to thriving in today’s overly saturated markets, it is mind-boggling that only 28% percent of marketers are event implementing their consumers’ opinions and needs into the marketing mix! This includes monitoring, conversation, customers support and aggregation!

Furthermore, only 6% are actually including IT and engineers into their strategy. Do they not understand the importance of SEO, customer reporting and analysis of data!? True, some data will never be able to be collected in a full spectrum due to the restraints of Cross-Platform Technologies and privacy laws, but there are some things in business that risks are worth taking — especially if you know it is needed.

So, why isn’t more collaboration taking effect? Why are dollars being wasted outsourcing for data analysis and research when it is already available at our fingertips? Why aren’t we splurging areas of our budgeting on Social Media Marketing and Internet Marketing necessities where we stand to see most of our return on investment? Why don’t we allow our existing Social Branding efforts to coexist as customer retention, conversation and support?

Re-adjusting budgets in 2013 and forward is a must! Not only will funding expand to broaden our possibilities, but funding can be set aside to implement Mobile Marketing Strategies to take effect immediately.

Mobile Marketing is social at our fingertips. It is more personal than any other form of marketing out there! But, guess what: Very few brands have begun to take advantage of this, and that is where many are falling behind. “Brand Socially” and see how much of the conversation takes place mobilly.

So, you don’t have a mobile app. But, Facebook does. Twitter does. LinkedIn does. Google is the default for mobile Android browsers. Take advantage of this… NOW! Don’t be a faulty statistic. Make social work for you!

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