If you are a business owner or are about to launch your initiative to the market, and what you need are strategies and tips to establish your Publicity strategies, learn more about how to generate quality content and increase your visibility on the Internet, you have come to the right place.
Roberto Liccardo is a renowned author, marketer, entrepreneur and consultant in Publicity, Content Marketing, and Digital Transformation. Through his company GoodNoon – a publicity agency working with agencies such as Engadget and Sohh – he offers us to solve some interesting questions concerning the immersion of startups and freelancers in the field of Publicity.
The essence of what a business must currently be to maintain its activity over time has changed profoundly in recent years. If you have a business, it is essential to be up-to-date not only in the most common marketing strategies, but also in the promotion of an intelligent, sophisticated and, often, much less expensive approach.
Thus, the director of the company reflects the importance of, at this point, entering fully into the online domain (also known as 3.0) if we want our business idea to thrive and function efficiently. It is essential to build and carry out a whole media plan, but for that, you can count directly on GoodNoon services.
If you want to know a little more about this character, we invite you to read in detail the interview on the occasion of GoodNoon’s new approach in the market.
What was it that led you to start your career in the first place?
I would say my vocation for communication. Since I was a little child in Italy I knew that my destiny was related to making a mark in the world through my message; even if I had never suspected that such a message would involve a sector as exciting as the online world.
That conviction is the reason why, for more than 13 years, I have been playing the role of spokesperson and communication manager for different companies. In the first place, I dealt with the management of communication, institutional relations, and permanent relationship with the media. Soon I started to accumulate contacts until I got a reputation which, fortunately, brought me to translate it into my first individual projects; Yet, it wasn’t until the creation of GoodNoon that I saw my dreams fulfilled, and that has been my guideline ever since.
What would you say is the most challenging aspect of being an entrepreneur?
To find a voice and a story for your brand; I’ve said it before in my book “X”; anyone can create a company and try to sell, but for me, a company that has no stories to tell is a company that loses interest for consumers.
That’s why at GoodNoon, we take the generation of content as a pillar on which to sustain the on and offline message of any endeavor. I recently read in Forbes how experts have finally realized that the present and future positioning of companies depends on their ability to provide value and generate engagement.
Entrepreneurs are not only suppliers of a product or service, but we must also be individuals to trust, and what better way to do that than telling our story through each campaign?
If you propose novelty, perhaps traditional advertising and marketing have died?
Traditional marketing figures love to talk about “death” of sectors or the end of specific areas in industries. I see it as a logical evolution because the branch of Publicity deals with the personalization of the context towards the user.
That is, to be able to create a unique user experience individually, making the user feel part of it and offering them the information they need in the right place at the right moment, being in this particular case the means of influence an essential aspect.
Are there any must-have tools or resources you recommend for internet marketers?
More than a specific tool, it’s a starting point: give before asking. Stop trying to sell directly to the user; nobody likes commercials and empty offers; instead, we all want to be heard.
As a brand, you must listen, talk, and get to know your audience. Worry about their needs, how you can help them, and then see how your product/services can make their personal or professional life better. This stage, what I like to call “the infatuation” of users, is a process that takes time, and that is based on empathy.
What are the goals for GoodNoon from now on? What about your personal goals?
I really have several projects in mind, some of them will see the light if it is possible in a few years and others may be will remain saved for now; But what I have clear is that I¿ll always like to focus on what excites me and what I believe can contribute value to society. So both my goal and that of GoodNoon in the short and long term is to be able to continue developing in this change of business age and contribute to a greater or lesser extent my grain of sand.
The GoodNoon company has specialized in media coverage for blockchain initiatives, due to its practical approach it has helped several ICO projects.
As GoodNoon ICO describes on its website:
“Our clients have stories to tell, and we know how to put those stories in front of millions of people, building awareness and credibility for their brand. With strategic public relations and target-specific marketing programs, we build enduring relationships with your business and brand; along the entire value chain. By increasing sales to enhancing reputations, we inspire people to act, resulting in business growth for our clients. We look at each company’s needs from PR, marketing, and communication perspective, then create programs that are pitch-perfect, capturing the essence of each brand’s mission and personality. ” Roberto Liccardo.