The Gong Blog

Three recent changes to LinkedIn advertising

LinkedIn’s self-serve ad platform has been going through a few recent changes in the last six months. Earlier this year, company page managers and advertisers should have noticed design changes and even new tools such as conversion tracking and the ability to save target audiences. Just recently, three additional changes should have advertisers (that aren’t spending $25,000 a month) jumping for joy! Retargeting website traffic If you have a decent amount of quality traffic to your website, retargeting can be an expensive way to remind those who have visited your website that you exist. It is a foolproof way to …

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#AskJon: I have a small budget, how should I determine my EOP spend? [VIDEO]

So this is going to be a bit blasphemous coming from an old media relations guy, but I would lean much more toward the owned and paid. And here’s why. Owned is more certain. You have more control over the message. You have more control over the frequency. You have much more control over who’s going to see it, especially if you can add that paid piece in there. Earned, while it still brings the good third-party endorsement, is much less certain these days. You can get that big hit tomorrow, or it might take six months from now to …

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How to mic yourself (and others) for video

Audio quality is a critical component of a successful video. In fact, so much so, that most viewers will put up with lower quality video if the audio is up to snuff. For the kinds of videos we’re discussing here, good audio quality means loud and clear voices, minimal background noise and minimal or no visual obstruction (you don’t want to see the microphone). To make sure your subject’s voice is loud and clear, you need your microphone to be as close to the speaker as possible, so you’ll need to use an external microphone that plugs into your camera …

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Welcoming WRIC’s new VP, Larry Cottrill

We recently had the opportunity to meet with channel 8’s new Vice President and General Manager, Larry Cottrill. We welcomed him in Hodges fashion (with food) during our monthly “pizza storm” where we brainstorm topics over a pizza lunch. Since arriving to Richmond, Larry has really taken the time to get to know the city and local industry, meeting with other agencies, executives, nonprofits and more. Hodges had the honor of being his 78th  meeting. Larry and the Hodges team got to know each other and exchanged questions and tips related to the best places to eat, of course, and …

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#AskJon: How has the media landscape changed and how do I adjust my media relations efforts?

The short version of the answer is the media landscape has changed a lot over the last four or five years. It’s been well documented some media have shrunken, some media have gone away. The number of people at media that we can pitch is now far fewer than it ever has been. So, you need to be patient, you need to be much more targeted with your pitches. You should do a lot of research online and on social, and if you have access to a database, on who is the right person to pitch to. And, on the …

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4 Common Go-To-Market Habits of High-Growth Businesses

The following is a guest post by Steve Kimball of the Chasm Group. The Digital Transformation of businesses is well underway and has fundamentally changed how customers buy. Digital Go-To-Market has now become table stakes. How you Go-To-Market has become just as important as what you sell. Orchestrating the Go-To-Market effort as a single motion across Marketing, Sales, and Customer Success is the key to sustainable success. High-growth businesses, those that experience 30 percent or greater year-over-year growth, share four common attributes. 1. They have a vision. Not just vision for where the company is going – they have a …

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Shine Bright Like a Trophy: 70th Virginia PR Awards

There’s nothing more exciting and exhilarating than hearing your name called when a fancy crystal trophy is involved. This year’s Virginia PR Awards, hosted by PRSA Richmond, were held at the Jefferson Hotel – and around 300 of the Commonwealth’s finest public relations and communications professionals celebrated their successes over libations and the obligatory chicken entrée and with Cheryl Miller (who has emceed the event nine years and counting). The Hodges Partnership was part of eight of the evening’s awards, but the one that we’re the most proud of is the one for our co-founder Josh Dare, who received the …

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#AskJon: What’s involved in a communications audit and how do I know if I need one? [VIDEO]

So, one of the things that we know from doing this for 15 years now, is that clients come to us and think they know what they want, but they really don’t. They really don’t know what we do every day either. So, that first meeting is really an educational process. And by the end of the meeting, what we like to get them to is a first step. And usually, that first step is communications audit. In that process, we do a number of internal and external interviews. We also do a competitive analysis. We also do some third-party …

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Putting a human face on a technology product launch

Product launches are the stuff marketing campaign dreams are made of. There are your typical campaign tactics—advertising, media relations and maybe even a tour du jour, as we like to call it at Hodges, where you take your product on the road for a series of launch events. But for a recent product launch, our client wanted to take a more educational, behind-the-scenes approach, one that leveraged the advantage of an owned platform to push out messaging. Tridium, a B2B IoT software technology company, was gearing up for the launch of its Niagara 4 software, which featured significant changes and …

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What Does a Day in Agency Life Look Like?

Dominic Toretto may live his life a quarter-mile at a time, but for PR people, we live ours one quarter-hour at a time. One of the most asked questions by prospective interns and students is, “What is a typical day like in an agency?” The short answer: there isn’t a typical day. One day you could be entirely dedicated to one project or client, and the next day you could be working on three or four clients (or five or six clients). Tack on administrative time, internal committees and other commitments that pop up and every day is a surprise. …

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Richmond, Virginia 23223
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