5 Ways Newsletters Build Strong Client Relationships

August 17, 2025 - 7:55am - by

Newsletters, when done right,  are one of the easiest ways to keep your brand top of mind, build loyalty, and stay connected with your clients.

But it’s not just about hitting “send” every month. A strong newsletter strategy creates consistent, helpful, and personalized content that makes your readers feel like they’re part of something, not just being sold to.

The OG Newsletter 

Newsletters have been around since the 15th century, and for good reason.

By the 1600s, newsletters were thriving in England thanks to the postal system (and Lady Whistledown), which allowed writers to collect and share news from afar. Hand-copied by clerks, they delivered curated updates alongside early newspapers, offering readers more timely and detailed info than official sources.

In other words, the original newsletter was less “salesy email” and more “insider scoop’ —  a tradition that still holds up today.

Let’s break down how newsletters help build lasting client relationships and how to make yours better.

1. They Deliver Value and Build Trust Over Time

If someone signs up for your newsletter, it means they want to hear from you. Your job is to make that message worth their time.

Here’s how to do that:

Teach them something: Share expert tips, industry news, or step-by-step guides that genuinely help your audience.

Give them an exclusive: Offer early access to a product launch, a behind-the-scenes look, or a limited-time discount. Something that makes them feel like they are in a special club. 

Keep it relevant: The more personalized the content, the better the engagement. Segment your list by location, interest, or purchase history so subscribers are only seeing what actually applies to them.

2. They Encourage Engagement 

Relationships are built on interaction, not just pushing out information. A great newsletter feels like a conversation, not a broadcast.

Easy ways to encourage engagement:

Ask questions: Include short polls or simple “reply and tell us” prompts.

Show customer stories: Highlight a recent success, a testimonial, or a client spotlight. People love seeing real-world examples.

Have fun: Try quizzes, contests, or links to interesting content. Your brand doesn’t need to be boring to be trustworthy.

Every time someone clicks, replies, or forwards your email, that’s a micro-conversion. You’re creating an emotional connection and deepening the relationship.

3. They Keep You In Touch

When someone hears from you regularly (without being overwhelmed), you stay top of mind and relevant.

The trick is to be predictable and personal.

Send on a consistent schedule: Weekly, bi-weekly, or monthly — just keep it consistent! 

Use your voice: People connect with people, not faceless brands. Add a “note from the owner” or a quick story that shows who’s behind the business.

Make space for feedback: Newsletters are also a direct line for clients to reach out with questions, feedback, or ideas. A simple “reply to this email” call to action goes a long way.

4. They Make Clients Feel Like Insiders

A good newsletter makes your audience feel included. It’s a low-key way of saying: “You matter to us.”

Think:

“Hey Winnipeg clients: we’re launching something new just for you!”

“Here’s a sneak peek before we announce it anywhere else.”

“We’d love your input on what we should do next.”

That kind of messaging builds loyalty and community.

5. They Don’t Feel Like Junk Mail

This is a big one. Great newsletters don’t read like ads. They read like the kind of content people would actually subscribe to, because they did.

If your emails are all about your business, your achievements, and your latest pitch, they’re probably getting ignored.

When you focus on what the reader wants to know,  instead of what you want to sell, you’re building trust, credibility, and long-term loyalty.

The Bottom Line

Newsletters are one of the best tools for building strong client relationships, but only if you approach them with the reader in mind.

That means:

✔ Prioritize value

✔ Keep it personal

✔ Stay consistent

✔ Focus on connection, not just conversion

Our copywriting team creates engaging, informative newsletters that keep your clients clicking, connecting, and coming back for more. Whether you’re starting from scratch or refining what you’ve already got, we can help.

Ready to build better relationships through better writing? Get in touch with us here.

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Our 4 SEO Insights to Optimize Your Content Strategy in 2025

August 3, 2025 - 9:46am - by

The world of SEO is complex and always changing, but if you want new people to find your content in 2025, you can’t afford to ignore it.

Whether you are writing blogs, product descriptions for an online store or any other web content, your content doesn't mean much if nobody finds it, so it’s important to consider how search engines – and now AI search tools – might find you. As you develop your next round of content, or get ready to revise your entire strategy, make sure to plan with SEO in mind.

Here are our top four SEO insights for optimizing content strategy in 2025.

1. Define your keywords and content pillars

This is SEO 101, but it’s still the place to start, and something to revisit regularly. Make sure your keywords are relevant and will drive the kind of traffic you want to your pages, and focus on a handful of “content pillars” or topics that support your overall goals and provide structure for all of your content.

It is generally helpful to start with one primary keyword for your website, and then branch out into secondary and related keywords (we’ll get into that in the next section). If you are just starting out or wanting to revamp your SEO efforts, the keyword tool from Semrush can be helpful in identifying the keywords you’re already using, and providing some insights.

For content pillars, First Page Sage recommends choosing four to six topics and focusing your keyword research around those as a manageable yet thorough approach.

And of course, once you’ve defined all that, make sure you actually use them!

2. Find related topics and keywords

While far from a new idea in SEO, including synonyms, related keywords and “long-tail variations” (highly specific, multi-word terms) in your copy is becoming increasingly important. Major search engines have come a long way in how they process searches and “interpret” the words and phrases users input, having gotten a lot better at natural language processing and “understanding” the context of a search. 

Search engines have been growing in this direction for a while, but with AI tools taking over an increasing share of internet search, this strategy has become even more important. Research data shows that the sheer number of words users enter in an average search query using AI tools is multiple times higher than on conventional search engines, and the complexity of what they are asking is often higher as well. 

This means that using a broader range of unique words related to your topic should help your content be found, indexed and ranked higher for relevant queries on both types of search platform. AI tools are looking for both breadth and depth on a subject.

So, make sure to identify your keywords as usual, but also make an exhaustive list of synonyms and possible alternate words and phrases to ensure your content reads as thorough and matches as many (relevant) searches as possible. Adding mention of topics related to your content, even if you don’t discuss them in depth, can also help make your content more attractive to AI search tools.

3. Keep it fresh

Search engines tend to prioritize fresh content, but this doesn’t necessarily have to mean new content all the time. 

If you have the capacity to publish high-quality, original content several times per week – and sustain that pace long-term – Google will certainly reward you for it. Research shows that, everything else being equal, regular publishing that it views as high-quality will increase your domain authority and, by extension, search ranking and website traffic.

However, that’s a high bar for most businesses to reach and sustain. 

Another way to optimize for “freshness” in your SEO is simply by updating your existing content. Do this periodically, add a fresh timestamp, and search engines will be more likely to keep sending people your way. Certain types of content work better for this than others, something we call “evergreen” content – check out our very own evergreen post on this long-lasting content for tips on how to create and maintain these kinds of pieces.

4. Optimize for AI search while you’re at it

As we’ve already mentioned, some SEO strategies overlap substantially with optimization for AI search due to the changing nature of search engines. But there are some aspects unique to AI search that require additional work if you want users to find you with these tools.

SEO consultant Aleyda Solis offers a thorough list of recommendations for AI search optimization in a recent post, including optimization for “chunk-level retrieval” and “citation-worthiness.” 

Chunk-level retrieval means sticking to one idea per section, paragraph or “chunk,” and keeping those passages concise and easily understandable on their own, without users needing to read preceding sections.

Citation-worthiness, at least in this case, means using specific, fact-based claims, and listing citations, credentials and timestamps where relevant. 

If possible and relevant to your industry, Solis also suggests optimizing for “content authoritativeness signals,” which is effectively a combination of managing your online presence well (consistent branding, working links, responding to reviews, etc) and publishing and promoting true original content. Consider conducting studies or surveys within your industry and publishing the results. Once you’ve done that, try to get coverage from media and other websites and blogs to reinforce that leadership and authority. 

Ultimately, these things are helpful for regular SEO too, but AI search disproportionately rewards content that prioritizes this stuff, because it makes it easy for them to lift and present as an “answer” to a question. And with more and more search being done on AI tools, the effort involved is more and more likely to pay off.

Need help with your SEO?

If you’ve already got a good grasp of SEO principles, the above tips should help you continue to find success as the industry changes around us. But if you don’t know where to start, or would like to see how working with a boutique agency like ours could help elevate your SEO and digital marketing, get in touch! We would be happy to work with you and transform your online presence into something custom-made for your industry in 2025.

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Meet David Wass

July 19, 2025 - 11:05am - by

One of these things is not like the other. Tucked in among this group of thirty-something women is David, our Google Ads expert. For a long time, David was the only man on the Starling Social team. Alyson had a knack for finding people who are the best at what they do, which is how David joined this gaggle of gals — and he fit right in! 

If there's one thing David knows, it's how to make your ad budget work smarter. He's the kind of guy who looks at a Google Ads account and instantly sees what's working, what's wasting money, and what needs to change.

With 21 years of experience in paid search strategy, campaign optimization, and performance analytics, David has helped businesses of all sizes—from B2B enterprises to direct-to-consumer brands—get real results. He's about strategy, efficiency, and making sure every advertising dollar actually does something.

Work Life

If the thought of Google Ads is confusing to you, you aren't alone. It's one of the most common questions we get! Let's break it down. 

Google Ads is a form of PPC (Pay-Per-Click) advertising, but not all PPC ads are Google Ads. PPC is a broad term that covers any online ad where advertisers pay when someone clicks, whether on Google, Facebook, or other platforms. Google Ads is Google's own PPC platform, allowing businesses to place ads on search results, YouTube, Gmail, and partner websites. 

David uses Google Ads to reach people actively searching for specific products or services, grabbing high-intent customers when they're looking for solutions.

The next question people ask is usually, "Why are they so expensive?" and the answer is: because they work. 

David says, "It's not who you show your ads to. It's who you don't show your ads to that matters when we're talking search campaigns." The goal isn't just visibility—it's precision. The best PPC campaigns make sure only the right audience sees the ads, increasing the likelihood of conversions.

David uses detailed audience targeting, keyword selection, and budget control to reach the right people at the right time. Ad success depends on things like ad quality, landing page relevance, and proper campaign optimization. When managed well, and with David — it's managed well — Google Ads can deliver a strong return on investment by driving traffic, leads, and sales. 

This is a guy who loves figuring things out. He's always learning, refining his strategies, and looking for ways to stay ahead of industry trends.

His favourite projects? The ones that challenge him.

"I love digging into the data, finding opportunities others miss, and watching the numbers improve. When a campaign goes from 'meh' to 'wow,' that's the fun part."

Before diving into PPC, David worked in the travel industry, which gave him a deep appreciation for exploring the world. "The first things online were books and travel," he recalls. His job at the Great Canadian Travel Company in Winnipeg introduced him to digital marketing, and from there, his journey into PPC began.

One of his most memorable trips was to India. "I've been all over India. That was a lot of fun," he says. Travel experiences have broadened his perspective on culture, business, and marketing.

Why He Loves Starling

David enjoys working at Starling because of the people and the variety of industries he gets to learn about. "I like learning new stuff, being exposed to new industries, new companies, new people. That's the best part."

He jokes, "I'd do it for free if I didn't like nice things."

Personal Life

Outside of work, David is an avid golfer. "In the summertime, I golf three, four times a week," he shares. And in the winter? "I work to pay for the three or four times."

His love for the outdoors goes beyond the golf course. "I'm more at home in a canoe than I am in a car," he says. Fishing, in particular, is something he never gets tired of—if there's water, he'll find a way to cast a line. David's grandmother is Cree, which helped nurture his love of hunting and fishing while growing up. 

When he's not on the course or working on ad campaigns, David spends time with his three dogs: Gus, Bailey, and Lucie. Gus is an 11-year-old Puggle, Bailey is a nine-year-old Bichon Poodle, and Lucie is a four-year-old Bichon Poodle. One of his past dogs was a foster fail—he and his partner Cheryl took in two senior rescue brothers who couldn't be separated and ended up keeping them.

David has a unique philosophy on life: "I try to be the person my dog thinks I am."

For the past five years, he has followed a low-carb lifestyle and doesn't eat bread, carbs or pasta. But there's one thing he won't cut out: tequila. Cheers to that! 

David brings passion and dedication to everything he does. Whether optimizing an ad campaign or planning his next trip, he approaches life with curiosity, strategy, and a great sense of humour. If you're interested in starting a Google Ads campaign and have some questions, you can contact us here.

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Public Relations: It's Easy To Not Be Sleazy

July 6, 2025 - 1:39pm - by

The very idea of Public Relations tends to get a bad rap.

For an industry based largely around reputation management, it’s ironic, isn’t it? If you just google “public relations,” the search engine generates a definition and sample sentence which includes the phrase “public relations is often looked down upon by the media.” I guess PR needs a new PR person.

To the average person who isn’t neck-deep in communications jargon, I believe public relations is mostly associated with celebrities and corporations who are defending themselves against some allegation or scandal. The media might quote a statement issued by a PR representative. You might hear a bad situation called a “PR nightmare.” You might see a company doing some act of charity or good will described as “a PR stunt.” 

As a marketer with a background in public relations, I dislike this characterization. In my opinion, PR is just another part of marketing and advertising (as I wrote about on this blog earlier this year), and should always aim to serve some benefit in both directions.

Good advertising is effective because it helps match products, services, causes, etc. to people who are interested in them. It benefits the advertiser by bringing in new customers or donors, and – ideally – benefits the consumer by introducing them to something that meets a need or improves their lives in some way.

Public relations should aim to do the same thing, except the product is information and content. The media is hungry for stories, interviews and material that will be of interest to its viewers. The work of PR supplies those things for free, in exchange for coverage and exposure.

It’s easy to not be sleazy

I believe that good PR is never sleazy.

Public relations often gets criticized as “spin,” and is accused of bending or obscuring the truth. Some companies and PR firms do engage in that, and like any other industry, there are bad actors. But I believe that, even in the face of tough questions and legitimate criticism, there is always a better way.

Of course, the best PR is positive and proactive – and we’ll get to that shortly. But if something at your company has gone wrong and the media has come calling, my advice always starts with honesty.

If “mistakes were made,” admit to the mistakes. Take ownership, commit to making things right (or doing better in the future), and make a plan to honour that commitment. It is so rare for a corporation to do this well that honesty itself can help make the news. Plus, it builds trust with both journalists and your audience, and makes your brand (or client, etc) more human.

If you are facing controversy due to some misunderstanding of a situation, this can be an opportunity for education and elevating the narrative. The key is to remain honest and engage in good faith. Acknowledge the complexity of the situation and the aspects that have been reported correctly. Then, use your strongest and simplest evidence to show why the public may have misunderstood the issue. And finally, describe the situation as you see it, re-emphasizing the new facts that make your case.

Example: the complexity of homelessness

I gained a lot of firsthand experience with this while working in communications for a large nonprofit that served those experiencing homelessness. Most people would agree that it’s a complex issue, and that it would be better if it didn’t exist. But that’s about where public consensus ends.

Over many years of fielding questions from reporters, donors, and strangers on social media, it became clear that even a small amount of education could help make these conversations more productive, and help ensure that media coverage was actually benefitting the cause.

Rather than dumbing down the issue or answering tough questions defensively, I took the time to educate people in good faith. With a few data points (for instance, did you know that half of people experiencing homelessness also live with a brain injury?), we were able to bust some myths, introduce some nuance, and build empathy in these conversations. It also helped position us as go-to experts with the media, and increase the number of interview opportunities that came our way.

Proactive PR and earned media

While public relations is most known for the moments where it is reactive – responding to scandals and crises, defending the actions of people and businesses – the best PR is positive and proactive. I promised you we’d get here eventually.

I’m a firm believer that most companies and nonprofits have great, newsworthy stories to tell, but are either too close to their own work to see them, or don’t have the resources to tell them. The stories are there, though, waiting to be told. And every one of those stories not told is an opportunity wasted.

Going back to my article on the power of publicity, media relations can be an incredible tool for free advertising. It may cost you time and energy, but the key is that you don’t pay for it – making an excellent return on your investment.

Finding those stories can be difficult, and telling them well can be even harder, but an outside perspective can make all the difference. Your company may be working on a project that is significant in ways you don’t realize. You may be having a community impact through some aspect of your work that isn’t obvious from the inside. There might be an opportunity for your company to do something charitable with its unique resources that helps a lot of people for little to no cost.

There are so many ways to find and frame a story that are true, ethical, and newsworthy. Sometimes all you need is a little help from someone who sees the opportunities you might have missed.

If you would like to learn more about how Starling Social can help you through public relations, get in touch today!

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What Viral Dance Videos Can Teach You About Building a Signature Series That Sticks

July 2, 2025 - 11:55pm - by

There is no one-size-fits-all formula for creating scroll-stopping content. Anyone peddling you a playbook for success is just repackaging their own luck. We don’t know what will go viral or become the next content zeitgeist, but there are a few patterns worth paying attention to, especially when it comes to the content that sticks.

Take, for example, viral dance videos. Some creators hit on something so good, so recognizable, that it becomes more than just a one-off post. It becomes a signature series.

A signature series is a go-to content format or theme you become known for. It’s something your audience can count on seeing again and again. Think of it as your content identity within your larger brand. It’s consistent, recognizable, and uniquely you. Whether it’s weekly dance videos, a recurring segment, or a signature edit style, a strong series builds connection, brand affinity, and staying power. Although finding content that resonates enough for a signature series can sometimes feel like a happy accident, it is usually a strategic piece of content designed to meet your goals.

Viral dance videos can teach us valuable lessons about creating a powerful signature series. They are lessons that apply whether you’re a creator, a business, or someone trying to figure out what to post next.

Let’s dig into the key takeaways:

1. Find What Works — Then Lean In

When Brian Jordan Alvarez set out to create his TV show English Teacher, he was already an internet personality made famous via comedy videos on TikTok. He had a following who knew his characters - the marketing for his new show was separate from that. 

But one day, he made a dance video to a trending audio, and everything changed. The internet loved it. So he made more. Consistently, week over week, his audience came to expect his dance videos. Then, comments started appearing, users saying things like ‘I watched your new show because of these videos,’ and ‘I didn’t know about your show until I saw you on my feed, and I binged it all.’ 

He realized that his dance videos were marketing the show for him, and were doing better than any traditional campaign had done. He started adding captions that said “Binge the English Teacher” and “Stream the English Teacher on Hulu.” And it kept working. He was interviewed by the New York Times, his show took off, and no matter how many dance videos he made, his audience could not get enough.

Now, almost 9 months later, he’s filming season 2, and guess what? The dance videos are his primary marketing strategy, and his audience isn’t tired of them.

Alvarez stumbled upon a viral marketing campaign, embraced it, and saw success. His videos are the perfect example of being open and agile to what your audience wants to see and running with it. He found what works for him and stuck with it, following his audience's lead.

The trend has died, but his success hasn’t. 

The lesson? Let your audience tell you what they want more of — then give it to them.

2. Commit to the Bit

The most memorable series are often the most committed. Take @lemurbrain’s affinity for ‘throwing it back’ in his viral dance videos, which feature the same dance move in different places and different background characters. Or @babydaddysull, who amassed 150 million views in 90 days by doing his signature dance in a variety of increasingly unhinged places, including the countertop at lululemon, on top of a baggage claim carousel, and at countless Chipotles. 

No matter how weird it gets, these creators have committed. Every video builds on the last, and the audience knows exactly what to expect, even if they have no idea what’s coming. That’s the magic. Consistency builds trust, repetition builds recognition, and committing to the bit (even when it’s niche, silly, or offbeat) creates the kind of content people keep coming back for.

It’s not about chasing every trend or constantly reinventing yourself. It’s about finding your lane and absolutely flooring it. 

3. Structure Breeds Creativity

Every great series has its own recognizable structure, whether that’s a hook, a visual cue, or a naming convention. It makes the content feel cohesive and builds anticipation. Just as a dance has repeatable moves, your content should have a rhythm that people recognize.

Take @sydwingold, whose videos start with “outfits I would wear based on our date.” It begins innocently enough, until she shows up in hilarious costumes for absurd date ideas. Followers see the hook and instantly know they’re in for something good.

The structure you choose should be one that works for you (and doesn’t have to involve cosplay). Start by identifying what your audience needs and how your business, expertise, or niche can deliver that value in a repeatable way. Are you a fitness coach? Try a myth-busting carousel series. A makeup artist? Put your own spin on the GRWM format. Find a structure that works, and let your creativity live inside that framework.

4. Authenticity Always Wins

We speak to the value of authenticity a lot on our blogs, because it’s true. People don’t follow perfection — they follow honesty and personality.  Signature series feel authentic when they reflect the creator’s voice, sense of humour, or worldview. For generations that have grown up online, it’s so easy to see when content feels canned, inauthentic, or like it's pandering to the wrong audience. Authenticity matters, and in the age of AI-generated everything, a real human moment stands out more than ever.

Sometimes creators just get it, like @moandmarofficial, whose chaotic cocktail-making videos struck a chord immediately. Make-a-drink-with-me videos aren’t new, but their style of including bloopers and unplanned moments in the finished product is fresh, feels authentic, and brings a ton of laughs. It feels like you’re hanging out with two besties, and the internet loves it.

A signature series isn’t about being ultra slick or overly polished. It’s about being you. If you do that, your people will find you.

So, how do you get started?

Creating a signature series doesn’t have to be complicated, but it should be intentional. Start by defining your goal: are you trying to educate, entertain, or give your audience a peek behind the scenes? From there, identify your audience’s needs. What questions do they ask most? What content already performs best for you?

From there, build a series that aligns with your brand, feels fun to create, and offers value to your audience. Ensure your series is branded with a recognizable hook or visual style and stick with it. Get creative, be authentic, and stay consistent. 

Need help figuring out what that looks like for your brand?

Book a discovery call with Starling Social and let’s create a signature series that’s unmistakably you.

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Why You Need To Define Your Brand Voice In Your Copywriting

June 7, 2025 - 4:12pm - by

A strong and consistent brand voice is hard to achieve. 

Go too generic and your copy will be forgettable, or easily confused with another brand. Use too much slang, cultural references or colloquial language and you risk not being understood. But strike that balance between clear writing, distinctive personality and consistent delivery, and your content will stick – because it is memorable, effective, and uniquely yours.

Many smaller brands and businesses, especially when starting out, think they don’t have the time to develop their brand voice, or believe that their own personal voice and style is all they need. My hot take: You are hurting your brand and stunting its potential.

While a well-defined brand voice may feel like a “nice-to-have” for brands with limited resources, I’m here to say that it’s worth the investment, and may pay off in ways you didn’t expect.

Authenticity

We talk a lot about authenticity here at Starling Social, and that’s for a reason. In a recent blog post, I wrote about how brand authenticity wins over marketing perfection every time – and that is inextricably linked to having a strong brand voice in your copywriting.

People respond to authenticity. A lot of research and surveys are bearing this out lately, showing that Millennials and Gen Z consumers are especially inclined to support brands they see as authentic and aligned with their values. (Check out that post for some of the data!)

I sometimes hear clients worry about alienating people – concerned that by focusing too narrowly on their target audience, they may lose potential customers who don’t see themselves in that profile. But here’s the thing: authenticity is attractive, even when it isn’t in the mirror.

What I mean to say is that we aren’t just attracted to what matches us perfectly. Sure, we like brands who show that they are like us in some way, that they understand us, but they can also be aspirational, or draw you in because of what's different. Which leads us to…

Connection to your audience

A well-defined brand voice helps foster connection to your target audience. That includes both existing and new customers. Your copywriting can (and should!) be doing a lot of things at once, and one of those things should be cultivating a personality that connects authentically with your audience.

Done well, your brand voice should be appealing to your audience, help earn their trust and loyalty, and ultimately be something they are proud to adopt as part of their own identity. 

One of the best-case scenarios for any brand is a repeat customer who brags about supporting your brand to their family and friends. And, along with the quality of (or experience with) your product, your brand voice and story is often what will help make that happen.

To be clear, this isn’t just for physical or retail brands. The exact same principles can be true and helpful for nonprofit organizations, health or professional services, restaurants and beyond. Some industries can be trickier when defining a brand voice, but getting that established will make all of your marketing and copywriting even easier.

Reinforcing your brand story, mission and values

For any brand, part of your connection to your audience is your brand story, your mission, and your values. These are increasingly important to consumers, especially younger ones seeking brands that reflect similar values.

While your brand voice is different from your mission statement, story or values, they should be compatible, and a natural extension of each other. Your copywriting is an opportunity to reinforce these things, and doing so in a well-defined brand voice should help that to feel authentic and natural.

I’m not asking you to beat your customers over the head by repeating your mission statement in every post, or with cliche reminders of your brand story at every turn – but making casual reference to these things and incorporating the language you use in them can help strengthen all aspects of your copywriting, marketing and brand overall.

A place to start

Every copywriter and marketer has had the experience of staring at a blank screen, willing the content to come (not telling whether or not that was me when starting to write this blog… Shh.)

While hopefully you have some direction for every piece of copy you have to write, having a defined brand voice can actually help you here too. Part of that brand voice should include what your voice is and isn’t, what it tries to do and what it doesn’t – and all of that can provide helpful direction for getting the creative juices flowing.

Many creative types (myself very much included) agree that they work better with more constraints or within some kind of box. Let your brand voice be a set of guardrails and help push your copywriting forward.

Differentiation from A.I.

A new and emerging concern for marketers and writers is the juggernaut of A.I.-generated content. While A.I. can be genuinely helpful in our industry in a lot of ways, the content it produces is still often easy to spot. 

It’s not just A.I. “hallucinations” or false information you have to watch out for – it’s also personality and voice. Even the highest-quality A.I. copy will lack personality and fall short of what a great copywriter can do with a well-defined brand voice.

Not sure where to start?

If you need help developing your brand voice, or a great copywriter in your corner to help deliver it, we would love to chat. Get in touch and find out how Starling can take your copywriting to the next level.

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Meet Alicia Kurz

May 22, 2025 - 6:57pm - by

If you value a direct communication style, Alicia would be a good match as your Account Manager. She’s a firstborn, enneagram 8, Aries — and if that means nothing to you, then just know she will always choose the fastest way to get a direct answer. 

“I end up in friendships with a lot of my clients, so it seems to be working,” she laughs. “My goal is to be as clear as possible, and I think setting expectations, on both sides, leads to strong working relationships.” 

If you’re considering hiring an agency, keep reading to learn more about Alicia. 

Personal Life

There is not a craft project Alicia won’t try. “TikTok is not good for that particular habit,” she says. “I have the supplies to do probably 20 different projects at the moment, but my three kids don’t give me much time for personal hobbies.” 

Between momming, step-momming, caring for a dog, scheduling activities for the kids, and making time for her partner and friends, she’s really honed her organization skills — and it translates well into the digital marketing industry! 

Alicia jokes that she used to be a lot more exciting: travelling used to look like seeking out high adrenaline activities like skydiving in the Swiss Alps, bungee jumping in New Zealand, or hiking mountains in Bali. Now her vacations look more like the buffet tables at all-inclusive hotels — but she says she still loves this season of her life and feels grateful she can occasionally take her kids to other parts of the world. 

Despite her busy schedule, she always makes time for reading, because she says she really enjoys activities where you can sit. She even recently joined a book club with Starling’s Andrea and Tineke! 

Every year, Alicia and her partner Scott pick a meal and try to find the best one in the city, based on recommendations on social media. Previously, they have done pad thai, nachos, pizza, tacos, and this year is the year of the burger. So far, the Woodbine’s Smashburger is winning. 

Work Life 

Playing right into the Winnipeg communications stereotype, Alicia is a part of the “CreComm Mafia.” After graduation, she started at a local small business and became very familiar with the maker community. 

“Working with small marketing budgets forces you to get extra creative with ways to spread the word about your products. It was nice collaborating with other Winnipeg businesses. Generally, everyone is rooting for each other, and there is a willingness to give a hand up or helpful advice when you can,”  says Alicia. There is a fine line to balance with your asks, though. She stresses that it’s important to compensate people fairly for their time and skills. It’s okay to say no if a collaboration isn’t working for you. 

In 2019, Alicia joined the Starling team through a mutual friend, Joy, and is thankful every day that she was connected with Alyson.

“We clicked right away. Immediately, I knew Alyson was intelligent, organized, fair, and gave off good vibes. She offered higher compensation than I was asking, set clear expectations, and allowed me the flexibility to work on my own schedule. There was no micromanaging — just earned trust through good work.” 

With every career change, you learn a lot, but Alyson blew Alicia away with the level of care, detail, and documentation (!!!) Alyson dedicated to each client. 

“I still look at everything before I send it over to a client and think, ‘what would Alyson think of this?’ I am so grateful for everything she taught me, and I miss her every day,” says Alicia. “It’s important to me that her legacy is carried on the way she would have wanted.” 

Whether it’s social media content, ads, or copywriting, Alicia takes a lot of pride in delivering content that clients are excited to share as their own. 

Finding The Right Fit In A Marketing Agency 

There’s no one-size-fits-all approach when it comes to marketing support, and that’s a good thing. 

Some companies prefer a set schedule, dashboards, and hard and fast rules. Our team sets expectations, has documented processes and procedures, but has the flexibility to work with you in a way that fits seamlessly into your business. 

Each client is different. While we would love if every client used Trello, didn’t need approval reminders, and gave consistently clear feedback, we know that’s not always going to be the case — you’re busy. We ask the right questions, give gentle pokes when needed, and are able to work with you in a way that works for your biz.

If you’re looking for strategy, execution, or just someone to take the “what should we post today?” stress off your plate, working with the right person (or team) makes all the difference.

Hiring a marketing agency doesn’t mean handing over the keys to your business voice. It means finding a partner who gets it, asks the right questions, and helps you show up consistently and confidently.

If you want someone who cares deeply about your brand, nerds out over great copy, and will gently but firmly tell you that your idea might need a second draft — Alicia might just be your person.

And if you’re into organized spreadsheets, direct feedback, and the occasional burger debate, even better.

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4 Things You Need To Know About TikTok Shop

May 4, 2025 - 11:56pm - by

Social media giant TikTok has innovated and changed a lot about how we use the internet, and increasingly, that includes shopping.

Given its simple, streamlined structure of feeding videos to users, TikTok may not seem like the most likely app to become a one-stop shop for everything on the internet, but – mostly thanks to a huge Gen Z userbase – that’s exactly where it is heading. Research shows that younger people are increasingly using social media (especially TikTok) in place of search engines, and now, in place of “traditional” online stores and e-commerce.

The app was already carving out a niche as a place for influencers to recommend products, with popular trends and hashtags like #TikTokMadeMeBuyIt driving sales even before businesses could sell anything directly on the app. Then in September of 2023, TikTok announced the worldwide rollout of TikTok Shop, its in-app shopping platform powered by Shopify.

Whether you’re a business looking for another sales avenue, or a TikTok user and customer curious about the platform, here are four things you need to know about TikTok Shop.

1. It’s more popular than you might think

TikTok itself has been one of the fastest-growing social media platforms since its launch, but its sales platform has proven even more immediately popular. Less than two years in, one U.S. survey shows 37% of Americans under 60 have purchased something on TikTok Shop.

Other data suggests that only between a quarter and a third of marketers are using TikTok at all, with many of those not using TikTok Shop, so it seems businesses are lagging behind consumers in meeting them where they want to engage and shop. And while TikTok users aren’t quite as likely to follow as many businesses and brands on the platform, a survey from Sprout Social showed that more than half of users interact with brands daily, and product discovery was the thing users wanted most from brands on TikTok.

2. Most products sold on TikTok are health and beauty

Since its launch, TikTok Shop has been dominated by a few specific product categories, especially things like cosmetics, wellness products and fast fashion. However, as more businesses join the platform, the market is diversifying, if slowly.

In its early days, nearly all products sold on TikTok were health and beauty, and while other product categories have started making their way onto the platform, health and beauty still makes up around 79% of sales.

So, if you are a cosmetic, hair or skincare brand, you will be in good company on TikTok Shop, but also face a lot of competition. 

3. It really is the wild west out there

While younger, female users are the most likely to make a purchase on TikTok Shop, that may be more to do with a lack of products on offer for other audiences – meaning a lot of opportunity for new brands and product categories to get into the market.

More than half of active TikTok users are male, and older users (relatively speaking) are increasingly getting onto the platform – there just isn’t much to interest them shopping-wise. There is a large untapped market here. But it is also a relatively unregulated and sometimes unreliable market.

Complaints about TikTok Shop abound. Reviews on TrustPilot average 1.4 stars (out of 5), and while those reviews largely reflect bad experiences with specific stores on the platform – rather than issues with the platform itself – TikTok does not seem overly interested in intervening or regulating the stores that operate there.

It could be that fear and risk of scams is keeping some users from buying on TikTok Shop, but there is also data showing that those who do make a purchase on the platform often return and become regular buyers. A large portion (more than 80%) of all TikTok Shop sales are made by existing customers.

4. It goes really well with influencer marketing

Influencer marketing long predates TikTok, and is still going strong on other social media platforms – but TikTok is where it really shines. And with TikTok Shop, it is now even easier to guide potential customers from an influencer video directly to making a purchase.

When an influencer posts a paid review or other video about your brand on TikTok, a new customer can be purchasing that product from your TikTok Shop within a couple of taps, and without leaving the app. It’s a pretty ideal way to gain conversions online, and very easy to track ROI too.

A Sprout Social report shows that the average TikTok influencer charges about $10 (USD) per 1,000 followers for a post, which is on par with Instagram and Snapchat, and about half the cost of Facebook and YouTube. Combined with the ease of making a purchase on TikTok Shop, this makes for a fairly cost-effective bit of advertising.

Let us help!

If you're looking to create a social media or digital marketing strategy that includes TikTok Shop, or just need some good advice, drop us a line! Social media is our specialty, and we love working with companies to find their audiences and drive business online. Contact us today for a quote or to set up a meeting!

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Accessibility Tips For Your Digital Marketing

April 20, 2025 - 1:48am - by

Accessibility goes far beyond bricks and mortar. It’s about removing barriers in every environment, including digital ones.

In digital spaces, accessibility means creating content that everyone can use, read and understand, including folks with disabilities. That means it should be a key consideration in your digital marketing efforts like social media, blog posts and email campaigns.

Why accessibility matters

The need for accessible content is far-reaching. According to Statistics Canada’s Canadian Survey on Disability, 27 per cent of Canadians (or eight million people aged 15 or older) had at least one disability in 2022. That marks an increase of five percentage points from 2017.

The Accessible Canada Act came into force in 2019, with an overarching goal of realizing a barrier-free Canada by 2040. When you prioritize accessibility in your content and design, you’re helping build a more inclusive, barrier-free community.

Not sure where to start? Keep reading for some accessibility tips for digital marketing.

Accessibility in social media

Social media moves fast (and can often feel like you’re flying by the seat of your pants, even with careful planning and strategy!). As you work to align your efforts with your goals and keep up with the latest viral trends, accessibility should be a key consideration.

Add alt text to images.

Most social media platforms allow you to add alternative text (also known as alt text) to your images. Alt text briefly describes what is in an image so screen readers can convey that information to users who are blind or visually impaired. 

Some platforms have AI tools that generate alt text for you, and that’s a great start. Whether you’re using one of those tools or writing it yourself, make sure the key information is included. Be specific and concise. Instead of “photo of dog,” write “Golden retriever puppy sits in a field of flowers.” (No need to write “image of” or “photo of”!)

Also, alt text is an SEO consideration, so include relevant keywords where possible. (But don’t stuff them in there haphazardly!)

Use CamelCase in your hashtags.

If your hashtags include more than one word, capitalize the first letter of each word (like #DigitalMarketingTips). This helps screen readers catch each word appropriately.

Don’t rely on emojis to get your point across.

We love emojis and have been guilty of overusing them on occasion.

They should not, however, carry the entire meaning of your message. A screen reader will read out the description of an emoji, which can become confusing if it’s placed in the middle of a sentence or there are a string of them in a row.

Prioritize written content wherever possible. If you’re using emojis, make sure they a) don’t replace words themselves and b) appear at the end of a sentence. Use them in moderation!

Add captions to videos.

Captions are important for people who are deaf or hard of hearing, but they also benefit people watching videos in noisy environments. Many platforms offer auto-caption functionality, but it’s always worth editing them for accuracy.

Enhance your caption by adding context (like background music) and making sure it remains unobstructed by other visual elements. When it comes to visibility, prioritize high-contrast captions to guarantee they are easily readable for all viewers.

Don’t forget about your graphics.

When designing graphics for social media, avoid packing them with text. Instead, place the majority of the information in the caption or provide a link to a webpage. 

Just like with your video captions, prioritize high-contrast visuals to ensure they are easy to read and interpret. There are plenty of contrast-checking tools online. Check ‘em out!

Accessibility in blog posts

As you’ve likely guessed, we’re big fans of blogs at Starling Social. They’re a fantastic way to educate and share stories with your audience. If they’re not accessible, you risk leaving people out.

Some of the social media tips we’ve already outlined apply to blog posts too—for example, always include alt text in your blog images. If an image is decorative in nature, mark it as such so screen readers skip it. And always include subtitles on embedded videos!

Structure your blog with headings.

In this blog post, you’ll see how we’ve broken down our content into heading tags (H1, H2, H3) to organize the content. This hierarchical approach helps screen readers understand the layout and allows users to easily navigate the content—and helps with SEO, to boot! 

On that same note…

Use bullets and numbers to break up text.

No one likes coming to a blog (or webpage) and seeing a huge block of text. Break up text with bullet points and numbers. 

Write descriptive text for links. 

Avoid vague link text like “Click here” and use more descriptive language that tells the reader what they’re clicking and where they’re headed (“Visit the Starling Social blog”). Think action-oriented language!

Write in plain language.

Plain language isn’t just good for accessibility—it’s good writing. Avoid jargon and overly technical language. Opt for short, concise sentences. Spell out acronyms the first time you use them.

Make sure text is readable.

Font type (and size), spacing, contrast—it all plays a role. 

Use high-contrast color combinations, like black text on a white background, paired with clean, easy-to-read fonts. Different sources recommend different font sizes, but it’s recommended to use at least 12 or 14 pt. Avoid large blocks of uppercase text as it can be hard to read on a screen.

Accessibility in email 

Whether you’re sending a newsletter or a marketing campaign, email accessibility is often overlooked but just as important. The good news: A lot of what we’ve already covered (alt text, structure, contrast, etc.) applies to email content, too. 

1. Use semantic HTML.

Use semantic HTML elements like headings, paragraphs and lists. Avoid building your entire email as an image (some screen readers can’t read it, and it may be blocked by email clients).

2. Write descriptive subject lines.

Your subject line is often the first thing someone sees, so make it count and make it clear! For screen reader users, vague or overly clever subject lines can be confusing or misleading. (Ditto for inserting too many emojis.)

3. Test for readability on mobile devices.

A significant portion of emails are read on phones. Design your emails for readability and use responsive design, avoiding tiny fonts, cluttered layouts or long, unbroken paragraphs.

Accessibility isn’t a one-time checklist. As standards and best practices evolve, so should your approach. Invest the time for ongoing learning and refining your content across all platforms.

Before you hit “post” or “send,” consider if there are any barriers to accessing your content. Even small changes can make a big difference. The best part? Accessible content and design improves the experience for everyone, not just folks with disabilities.

To see how we can help with your digital marketing, check out our services. If you’d like to see part two of this series, get in touch with our team today. 

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Why brand authenticity wins over marketing perfection every time

April 6, 2025 - 1:08pm - by

Have you ever seen an ad that stopped you in your tracks, just because it felt so real? Has a piece of marketing ever made you think, wow, nobody else could have gotten away with that?

To me, moments like these are the holy grail of marketing. Even if I don’t know the brand and have no interest in the product, it just makes me giddy to see marketing that truly embraces authenticity.

The internet – and social media especially – really changed the game, lowering the costs and risks of trying new things with marketing. Trying something weird, edgy or different is difficult to justify when you’re paying top dollar for the ad space. But on social media, where all it costs you is your time? The only thing holding you back is your courage. (Okay, and maybe your CEO or board of directors.)

Now, I’m not here to say that every brand should embrace the weirdest and wackiest advertising they can imagine. That’s not going to be authentic to most brands – we’ll get into what authenticity should look like for you. But first: a detour to Denny’s Diner.

Denny’s, and brands being weird on the internet

Even before Facebook, Instagram and YouTube, some brands were embracing the wild-west nature of the early internet by creating weird online personas, and were often rewarded for it.

Most notably, Denny’s – the American diner chain – gained notoriety for starting a Tumblr account (an early blogging-slash-social-media platform famous for its weird niche communities) where they fully embraced the internet culture of the day. Denny’s was posting memes and engaging with fans in ways that matched and even exceeded the weirdness of the platform and the internet as a whole, going viral (or what passed for viral 15 years ago) over and over for content that, as one internet commenter described it, “captured exactly what it feels like to be in a Denny’s at 3am.” 

But as is the way of the marketing world, Denny’s soon had its imitators, and they started with similar restaurants. Wendy’s became known for doing similar things on Twitter (where Denny’s has also been active), and many other fast food chains effectively copied the model with varying degrees of commitment and success.

The problem with all of this is that, while it was once novel and effective, the many copycats have caused this to no longer feel unique, and have arguably demonstrated why this was never truly “authentic” to begin with. Innovative and entertaining, yes. But authentic? I don’t think so.

How to craft an authentic brand voice

It may sound ironic on the face of it, the idea of “crafting” an authentic voice. How authentic can it be if you had to craft it? 

But hear me out. I believe true authenticity for brands should be a natural extension of having a few key things in place:

• Well-defined values
• A strong USP (Unique Selling Proposition)
• A robust copy / style guide

If you are missing any of the above, or if they are not well defined, it’s likely your marketing will be less consistent, lower quality, more easily swayed by the trends and movements around you, and ultimately inauthentic. 

[And for those who didn’t go to marketing or business school: a USP, or Unique Selling Proposition, is a concise description of what makes your product or service different from your competitors.]

If you have the above, and have done them well, authenticity in marketing should become easy. Whether you do your own marketing, have an employee or team, or hire an agency (like Starling Social, for instance!), these things should act as a roadmap for marketing that feels grounded in everything that makes your business unique.

And that doesn’t have to mean weird. Some of the best marketing I’ve seen has felt authentic simply because it’s real, it’s unique to the brand, and it isn’t trying to be anything it’s not.

Why authenticity beats marketing perfection every time

If the backlash to AI in digital marketing can teach us anything, it’s that most people can smell marketing that is inauthentic. 

We even see research bear that out. Companies like Meta conduct regular user surveys to test ad recall, and even ads that do everything “right” will have a substantial number of people scroll right past, quickly forgetting what they saw. 

We don’t have the data to prove why someone can’t recall a given ad because, well, they forgot it already. But we know that authenticity gets attention and increases retention and conversion, especially among younger audiences.

A survey from Stackla found that 90% of Millennials say authenticity is important for them when deciding what brands to buy from. And they’re not alone – 85% of Gen X respondents said the same, along with 80% of Baby Boomers.

Authenticity also builds brand trust, something that is both increasingly important and increasingly rare according to numerous studies. While the average consumer today has lower trust in most companies and institutions than they did in decades past, they value it more and will reward those companies which earn and keep that trust.

Another thing consumers care about now more than ever before is supporting brands whose values align with their own. That can be tricky, especially when your values might get mixed up in politics and other touchy, controversial subjects. However, messaging that may exclude some customers can often be extra effective for attracting and retaining other, better customers. 

A very basic version of this is the modern trend of ads that say something like, “our product isn’t for everyone,” or “our product isn’t cheap” – implying by exclusion that it might be just your kind of thing, or very high quality. This can be very effective – although beware being the late copycat using a trope that your customers have seen too many times.

How can we help?

If you could use help finding your brand’s authentic voice, or using it to create great marketing, we are here for you.

Whether it’s a one-time brand audit, help with a specific campaign, or ongoing management of your social media channels, Starling Social has the team and tools to elevate your digital marketing into something truly authentic, and truly effective.

Get in touch today and let us know how we can help.

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