marketing Archives - Corcoran Communications

Is influencer marketing worth the investment?

Wednesday, May 23rd, 2018

Influencers, or opinion leaders as they are also called, can generate excitement for your brand and help to sell products and services. They build relationships for your brand via social media, reaching customers thought targeted posts and blogs. Influencer marketing content is thought to deliver 10 times higher ROI than other forms of digital marketing. If influencers are successful in helping to build sales, and many are, then they are a worthwhile investment for your brand. They key is influencer content that converts to greater awareness or better yet, a sale.

Why are influencer posts more effective than yours?

Influencers have a great understanding of social media and relating to their fan base. They earn the trust of their followers and speak directly to your targeted buyers. Consumers crave authenticity. An influencer may have less followers than a large brand, but influencer followers are often much more loyal. Influencers also discuss their experience with brands and products. They may also review products, providing valuable firsthand insight to consumers. Most importantly, they accomplish this in creative ways.

A Nielson study found that 83 percent of online responders said they trust referrals from people they know. Simply put, influencer marketing generates referrals. Because of their experiences with a brand and its products, influencer posts and blogs are often much more engaging and authentic than brand posts.

Traditional advertising vs. Influencer Marketing

Many companies are spending less on traditional advertising mediums, such as TV, radio and newspaper. Instead, they are focusing their attention on social media and social media influencers to reach their target market. They are discovering it can better target their ideal consumer. Social media influencers are also perceived to be much more trustworthy than an ad. Influencer marketing content can provide a much grater return on investment than traditional advertising.

The best platforms for influencer marketing are Facebook, Instagram and YouTube. Blogs are also a powerful way to influence the public. Your ideal influencer is one that shares your key messaging and is knowledgeable of your industry. You will need to help develop usable content and graphics to assist an influencer in providing the information necessary to his or her followers. They will couple this with their own insight, life experiences, photos and videos. It’s a much more personal way of indirect advertising.

Internet & Social media statistics

Statistics prove that people are online all the time. They are searching, logging on to social media platforms and browsing the worldwide web all day, every day. Social media influence is poised to grow and if you have a well-planned influencer program in place, your sales can grow with it. An influencer can aid in your SEO efforts and help boost rankings. Here are some statistics from WorldStream and internetstats that showcase the power of social online and social media influence.

  • Google processes over 40,000 search queries every second, which translates to 3.5 billion searches per day.
  • Approximately half of the world’s 7.5 billion people are Internet users.
  • 83% of female and 75% of male Internet users are on Facebook.
  • There are nearly 2 billion users on Facebook.
  • YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.
  • 100 million hours of video content is watched on Facebook daily.

Start growing your social media interest now

Social media is the ideal spot for word of mouth marketing. Gain more interest in your brand and your products by building a greater social media presence. It will help you stay ahead of the competition and secure a loyal following. To be effective, brands need to begin authentic conversations. Media influencers are an excellent way to start these conversations and expand your social media presence in a meaningful way. They will help influence others in our target market to support your brand. Influencers will get your message out to the masses quickly and creatively. They are also an excellent value for your marketing dollar. Remember, the power of social media is in its ability to immediately reach the your target market. Exposure and awareness is imperative for a brand’s success. With the right social media influencer plan, you can achieve your sales goals starting today. If you’re interested in learning more about influencer marketing read another of our blogs. Have questions? Contact Corcoran Communications social media marketers today by emailing [email protected].



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Marketing in a Micro-Moment

Tuesday, April 17th, 2018

We as active people are on the move all the time. Fast is also the way we conduct business and gather information. Mobile devices are becoming our number one source for instantaneous content. Smartphones have become an important part of our every day life and many of the decisions we make are made in a micro-moment. We turn to our phones to research everything from new cars to new products. According to the 2018 Digital Suite of Reports from Hootsuite and We Are Social,  mobile phones lead all other devices in share of web traffic. This includes laptops, desktops and tablets. It’s important to realize, that at 52%, mobile phones accounts for a greater share of web traffic than all of these other devices combined. In addition, Google reported that in the past two years, mobile searches for product reviews have grown over 35%. Searches for local places have grown 150%.

What is a Micro-Moment?

Consumers experience what Google refers to as “micro-moments” every day related to their mobile devices. They have identified four micro-moments of users, which include:

  • I want to know.
  • I want to go.
  • I want to do.
  • I want to buy.

These moments not only include research for information, inspiration, searching businesses or products, but also learning how to do things or making mobile purchases. Many decisions are made and preferences shaped in these micro-moments. They are an ideal opportunity for a brand to engage. Micro-moments happen quickly. Marketers and brands have mere seconds to capture and keep the attention of a consumer. It’s definitely changing face of digital and social media marketing.

Capturing the Attention of a mobile society

We go right to the palm of our hand in our quest for immediate answers. Who of us hasn’t turned to our mobile device for inspiration for our weekend plans or to search for restaurants. We seek out travel ideas, weather updates, answers and we make purchases. As digital marketers, we need to capitalize on mobile search and more specifically, these micro-moments.

First and foremost, consumers want value. This can include valuable educational content and exclusive information. It can also include discounts and quick and easy purchase opportunities. Did you realize that more than 80% of smartphone users report consulting their phones in-store when making a purchase decision? Imagine the opportunities both gained and lost in those split seconds.

Opportunity can be Gone in a Micro-Moment

Google recognized the increase in mobile searches and reacted with a change in algorithm. Just last month, the company announced that “mobile-first” indexing of the web is finally starting to roll out. Mobile-first indexing means that Google will use the mobile version of a web page for indexing and ranking. The goal is to better help primary mobile users find what they are searching for.

Expectations are higher than ever, so user experience needs to be a top priority in mobile marketing. Equally important, the load time of a site can spell death for a retailer. You only have a few short seconds before a mobile user decides to move on to another site. Give them what they want and give it to them right away. What’s going to reach out and grab attention? Videos and imagery that wows is a great start. Furthermore, valuable content is a must. Useless fluff is a thing of the past.

Raise the bar and follow your own vision. Be the go to site and source for authenticity and original information. Exert your influence by being the fastest in your industry out of the gate and capitalize on consumer micro-moments.

Five Ways to Leverage a Micro-Moment 

  1. First and foremost, understand your consumer. They expect information of value and to have more personal experiences tailored just for them. To deliver this, you need to know your consumer. This includes their wants and needs. Knowing this will help you create more effective digital content. It will also help you to better understand when and where your consumers are searching. Once you know, you’ll want to be sure you’re there as well.
  2. Be sure you have high-quality content that is readily available and easy to access. Significant content is what’s going to help you take advantage of consumer micro-moments. Google will still put a priority on indexing useful content first. Think short, attention-grabbing headlines and engaging visuals. Easily accessible useful content is the name of the game if you’re going to succeed in a mobile world.
  3. If you haven’t already done so, optimize your site for mobile devices. Implement design changes to ensure mobile usability. This should include utilizing flexible text and images that are easily adaptable. Mobile visibility is critical to achieving your digital marketing goals. Responsive design is imperative if you want to provide a mobile-friendly experience. Be sure to optimize content for readability. Another key point, responsive sites that change based on the immediate needs of the users and the device they are viewing on are imperative.
  4. Focus on the user experience. You want every experience a mobile user has with your brand to be a content rich, positive experience. You want them to come back for more. Don’t make mobile users search endlessly or go through multiple steps. By all means, simplify your navigation and highlight clear calls to action.
  5. Optimize site speed. Speed it’s crucial when you’re dealing with a mobile micro-moment. Page loading speed is not only important for a better user experience, but also to your search rankings. A delay is just a few seconds can make a user move on to another site. A report by DoubleClick found that 53% of users would bounce from a mobile site that takes more than three seconds to load. With this in mind, if you’re selling something, simplify your purchase process. Limit the number of clicks it takes to reach checkout. You want consumers to finish that purchase every time they shop your site.

Time for a Mobile Marketing Strategy

Someone once told me that I had the attention span of a gnat. Apparently, I’m not alone. Consumers are living in the moment. As a business or brand, you need to as well. Consumers want and need answers at their fingertips. It may be the right time to begin developing a mobile marketing plan. Understanding those important micro-moment opportunities for your business is key. Your goal is to provide the information consumers need when they need it. Keep in mind, when it comes to mobile search, speed can save the day and your sale! To read more articles on various topics and trends of digital and social media marketing, follow Corcoran Communications on Facebook or Instagram. You can also subscribe below to be notified as new informational marketing blogs are posted.


Contact the digital marketing team at Corcoran Communications for helping develop a mobile marketing strategy today.



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When family and business collide

Monday, December 18th, 2017

Since this blog is in its early stages with the launch of our new website, I wanted to write a bit about myself, my son and our crazy life as an introduction. It’s all about family and business. I recently welcomed my son, Greg Quinn, as a partner in my marketing business. It’s now a true family business and I’m excited to take this journey with him. There’s never been a dull moment in our mother son relationship and I’m sure that won’t change anytime soon. I started Corcoran Communications in 2000 when he was in junior high. I’m not sure he even knew what type of work I did at the time, because he was too busy driving me crazy. We butted heads about everything during his teen years. He thought it was my job to make his life miserable, so he made it his full time job to make sure my life was just as miserable.

The early years

Greg and I got along best when he was very young. We always had a special bond. I divorced his father (a real asshole) when he was in kindergarten. He quickly became the man of the house and helped to take care of his little sister, Katie. Greg never forgot the day his dad moved out. His dad said “see you later” as he left for a fellow kindergarten classmate’s birthday party at Buzzy’s Bazaar. When we got back from the party, his dad had packed up and left. I don’t think Greg ever really forgot that.

The Philadelphia Eagles helmet

I worked two and sometimes three jobs just to make ends meet when he was young, juggling family and business. I worked full time at a bank, part time as a waitress and usually had other odd jobs, such as babysitting just to earn extra money. That first Christmas without his dad was pretty sad. We were broke and I decided to make and sell holiday gift baskets just to have enough money to buy presents for Greg and Katie. Greg really wanted an official Philadelphia Eagles football helmet, and they were not cheap. I made enough money from the baskets to get him that helmet and he still has it today. It comes out for the really important games.

Greg learned from early on the importance of family and business. He saw firsthand that you need to work very hard to get anywhere in life. We never had much extra money, so we were creative with having fun. We’d pack a lunch and travel to every playground in the area for picnics. We’d make a day of walking to the public library and to Blockbuster to rent movies. We were short on money for his 5th birthday, so I built him a large pirate ship out of cardboard for the Captain Hook-themed party he wanted. The kids loved it. There was always laughter in our home. I can remember Greg, Katie and I dancing around the house to Disney songs, such as I Wanna Be Like You from the Jungle Book. We may not have had much money, but we did have a lot of fun.

The trouble begins!

Greg was a funny, smart, big hearted and very intense kid. He got into lots of mischief when he was younger and he kept me on my toes. Most of it was harmless. He went to parochial school through 6th grade and was always in trouble for something. He was banned from a class trip to the Franklin Institute in 6th grade. Why? Because he told one of his classmate’s mothers that she had sausage toes. Of all the things to get banned from an educational trip for, can you imagine it? Ironic thing is, she did have sausage toes! It was around this time that I got re-married and I left a full-time marketing & PR director position to start my own firm. We moved from Pittston to a nice neighborhood in Bear Creek.  I wanted to be able to work from home and be there when the kids got home from school.

Greg and his car

The following year, Greg transferred to public school for junior high. He was still mischievous and even more intense, especially in sports. He was extremely competitive and took sports very seriously, both at home and at school. If his favorite pro football team lost a game, he would run outside and fling that expensive Eagles helmet across the street or rip apart a team jersey.

Greg went though a lot of changes in a short time, so I tried to be patient. He and I certainly didn’t see eye to eye about much during his high school years, I’m just glad I survived them. His sister was a little angel compared to him. It seemed like every day, there was another Greg disaster, and many involved cars. Once, he snuck my car out while he was still too young to drive. He hit a railing backing out of the garage, denting and scraping the paint off the car door. The damage was on the passenger side of the vehicle, so it took me awhile to catch on. We came out of the mall one day and he looked at the car and said “Mom, it looks like someone hit you.” I eventually caught on when I saw that the railing was knocked off the porch and there were paint chips from the car all around.

The year he got his driver’s license, he drove his car through our closed garage door one day while I was grocery shopping. He called me on my cell and told me what he did. Greg then proceeded to hang up on me before I could say a word. By the time I got home, I wanted to kill him. We made him pay for the repairs to the door, but it didn’t stop his careless behavior.

Ruth, the police are on the phone for you

Later that same year, I got a call from the police one night telling me my car had been abandoned on a Wilkes-Barre street. Not only abandoned, but left in the middle of a one way street, going in the wrong direction. The car was still running with the doors wide open. Greg had borrowed my car earlier that night to go out with some of his friends. They were supposedly going to a football game, but instead they decided to drive around and egg houses. Oh, yes he did! I guess he egged the wrong person, because he ditched the car as the angry homeowner was chasing him. He did this and so much more. You never knew what the next day would bring with Greg. He was grounded a lot during those years as you can imagine. And, I felt like I was turning into a raging lunatic. I was more a prison warden than a mother. Why would I eventually decide to mix family and business you are probably wondering.

In the Navy..I can sail the seven seas

When he graduated high school, Greg had no idea what he wanted to do. He attended community college for a bit, but it’s not where he wanted to be. He had no direction and was angry at just about everybody and everything. Greg made the decision to join the Navy and it’s the best thing he ever did. He came out of boot camp a different person. A man with a real purpose. I remember going to see him graduate from boot camp. We went to Navy Pier in Chicago to celebrate. A little boy walked up to him, tugged on his uniform and said “thank you for your service.” My mom was with us and she had tears in her eyes. I was beyond proud of him.

Greg was eventually stationed on a guided-missile cruiser, the USS Chancellorsville, in the Pacific. It was part of the aircraft carrier USS Ronald Reagan strike group. He spent five years serving our country and he developed a wonderful appreciation for his life and for everyone around him. We kept in constant contact through letters (yes, letters), emails and an occasional phone call when he was able. He visited Hong Kong, Thailand, Singapore and Dubai. The ship also facilitated humanitarian missions to many countries in need. While he was enlisted, I had the opportunity to travel with Greg and his shipmates for seven days at sea aboard the cruiser, but that story is for a different blog. It’s an experience I will never forget. Greg’s final months in the Navy were spent off the coast of Japan to support disaster relief operations. They provided aid for the areas devastated by the 8.9 magnitude earthquake and resulting tsunami in 2011.

A new chapter begins

During his Navy years, when his sister went off to college, I decided to follow my dream of opening a restaurant. For ten years, I operated both my marketing business and Cork Bar & Restaurant, a play on wine and also my name. During that time, I was probably working about 85 hours a week. I thrived on the fast-pace of the restaurant business and loved interacting with all of my customers. I also loved the challenge of the marketing and PR business. A full-time marketer and publicist by day and a restaurateur by night. That ten year period took family and business to a whole new level of chaos. The growth of my marketing business played a role in my decision to sell Cork earlier this year. We were expanding to provide our clients with digital marketing services, social media services, content marketing and more. I also missed seeing my husband, who was busy with his own business, Corcoran Printing. When I sold Cork, we went out on top, ranked number one on Trip Advisor and with a great following. I’m happy to report it is still locally owned and still has most of the staff that was with me.

When he left the Navy, Greg attended Temple University where he earned a bachelors degree in marketing in just three years. He came out with a real drive to build a successful career. Greg worked hard during his time in the Navy and was ready to work even harder back in civilian life. After graduating from Temple, he worked in sales and management for a couple of years. He then got the itch for mixing family and business and made the move to join us working in business development for our credit union marketing division, COR Strategic Group. Today, he gives everything he does 110 percent just like his mom.

Family and Business – Greg and I today

I’ve learned that Greg and I are a lot alike and I think we’re going to make very good business partners. This new journey combining family and business should be interesting to say the least. The intensity he had as a child stuck with him. It drives his passion for doing the best possible job for his clients. I share that passion. We also share a tenacity to succeed and never allow failure to be an option. Greg and I are fighters. We fight hard to ensure our clients succeed and we just don’t give up if we really believe in something.

We’re also both brutally honest. Ask us what you think and you’re going to get the truth. No filter. I think that’s a plus for our clients, they know they can trust us to be totally honest with them. We don’t just say what we think you want to hear. You always get the truth from us. We want to do the best possible job for each and every client. We get personally involved, because we feel our clients deserve it. Our partnership is a work in progress, growing and changing. One thing we can agree on. Besides our family and our rescue pups, our clients are our number one priority. Be sure to follow our social media pages for more blogs and to see how this mother and son duo is doing with family and business. We’ll also be blogging with marketing tips and other important topics to keep give you an edge in business. Visit us at anytime!


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