Cutting Corners Can Hamper Growth. Why you need to Invest in Your Marketing.

When owning or running a business, you want people to purchase what you’re producing! Many small business owners underestimate the power of a good marketing plan. Time and again, marketing is cut it out of the budget completely or a family member/intern is tasked to “take care of it with minimal spend going toward talent and advertising.” Understanding YOUR target market is crucial when creating your Website, social media voice, company logo, location of ads, etc. Handing this off to someone without experience is incredibly risky when you are trying to make a name for yourself.

You need a solid game plan if you are stepping into the ring of digital Marketing. Think of this as the ABC’s of your plan of attack. Consumers and/or businesses need to be Aware you have a Website and social media pages, in addition to a Budget so you can properly get your message out there and create targeted Content to convert “clicks” into “customers”. A website will not automatically generate income, a Facebook page will not automatically acquire followers, and banner ads need to reach the audience you are looking to attract by directing them to landing pages designed to KEEP their attention with.

We constantly remind our clients that in order to see results, they must stick to the marketing plan and budget that was put in place specifically for them. In general, companies should expect to spend 8-10% of their annual gross revenue on marketing and advertising. Even though digital marketing has sped up the time it takes to see results, companies should not expect miracles to happen overnight. It is important to give the marketing process time to resonate with their intended audience.

Learning to love your data…

Setting up analytics on your website provides intelligence on what is working, when it is working and with how many people—very important when you are spending hard-earned money. Reviewing your analytics regularly makes it easier to make informed decisions about your campaigns. You can change your target audience, your artwork and your messaging as often as you like, and analytics will provide you with the insight needed to do this with more success. Even with all of these tools available why are so many business owners still not investing in their brand?

But where do we start?

There are so many places to put marketing dollars that it can be overwhelming. Branding, PR, advertising, a new Website, SEO, events, social media, email, CRM systems…knowing how much to do and spend is crucial. Without a thought-out plan, ads won’t perform as well. The same is true with mailings, social media, etc. It takes more time to come up with messaging on the spot, or for random social media posts, than putting everything down on paper and in a schedule.

Fear of commitment?

Launch meetings are used by agencies to educate business owners on why and how marketing budgets are vital and also to set expectations for the company. Amy Zucchi-Justice, Founder & Managing Director of The Karlyn Group explains; “We build in a research/set up period to make sure we are all on the same page from the beginning. We have met with many businesses that aren’t serious about their marketing. They haven’t spent money on marketing at all, and as a result, do not grow, or remain in business for long.” Why would you want to skimp on your brand? A poorly designed website can lose customers before they even leave the home page. A website without the right user experience is throwing money out the window. There are similar disasters with a bad logo, an unclear mission statement and ads that simply direct traffic to a generic home page.

We aren’t sure if it is the fear of spending money, or just the lack of knowledge on the importance of hiring an expert. There are so many options when hiring a marketing expert that don’t involve committing to a full-time employee with benefits, which will help you save considerably. Companies can work with a consultant, a freelancer or an agency and pay per project, per hour or on a monthly retainer. There are solutions for every business owner, and you can control your spend month to month if need be. To find out more about pricing, contact us here. A consultant can create your entire marketing strategy and run it, or just provide the blue print for you to run on your own. They can create content for blogs and articles, or just post for you on your social media pages.

Getting organized is a good start.

A marketing plan will help you to bring everything together in one document that you can follow and adjust as needed. It will keep you on track and hold you accountable to your commitments. It should include a timeline of marketing activities and budget so you can plan for the year. Your plan should include:

  • Target market and secondary market
  • Mission statements and taglines for campaigns
  • Website build/update schedule with site map
  • Campaign timelines for email, social, mailings, newsletters
  • Follow up/drip campaigns
  • Social media calendar
  • Event schedule and possible speaking engagements
  • A budget assigned to activities

Marketing requires patience and dedication. It goes beyond social media and should contain a multi-tiered approach that works together. With access to data and analytics available at your fingertips, companies should make it a priority to review them monthly to make better marketing decisions. Hiring the right marketing help is very important when so much is at stake. Investing in your business should be a priority.

The Karlyn Group works with small to medium size companies that want to take their marketing to the next level. Our team can put together a plan and strategy that meets your goals and unique needs. The Karlyn Group is part of your team—we become part of your team. Contact us with any questions you may have.

Cereal & Green Beans…

Marjorie Merriweather PostIn the late 1800’s through the early 1900’s C.W. Post was in a heated competition with the Kellogg brothers to produce dry cereal.  Among other business ventures this was a priority in his already stressful life. Battling various ailments throughout his life he eventually succumbed to the stress and committed suicide leaving his 27-year-old daughter Marjorie Merriweather Post a vast fortune.

In today’s world we constantly hear about “Women in Business” as business owners or entrepreneurs, or on the other end of the spectrum as underrepresented in leadership roles and underestimated. Marjorie Merriweather Post was a visionary of her time, yet when I asked a variety of people if they knew who she was either people didn’t know, or simply thought she inherited a bunch of money from producing cereal…

Growing up Marjorie sat under board room tables when her father held business meetings, he taught her everything he knew about his business, and when he passed, she could’ve easily lived off her inheritance & sold whatever companies he had left. In 1914 less than 20% of females were college graduates, women didn’t have the right to vote, they didn’t own companies and certainly weren’t in high level management positions. Women worked in factories until they decided to leave and have babies and raise a family.

Marjorie was different. She was a visionary like her father and had the drive to become even more successful than her father. The Post company was struggling after C.W.’s death, and MMP decided she was going to re-invent the company. She held board meetings in her house and took full control of her father’s dream. She used her inheritance to acquire other companies such as Hellman’s, Log Cabin, JELLO, & Maxwell House. If she saw an opportunity, she pounced on it.

During this time a young outdoorsman & scientist named Clarence Birdseye left his family to live in Canada in temperatures up to 40 below. Frozen food was basically non-existent during this time & if it was it was disgusting, and not many people were interested. He figured out that if you freeze food fast, it would stay fresh, so he took his new finding back to the USA and started a company that built a freezing system using multi-plate freezing. While he had a great concept, he was only able to keep it local due to the fact refrigeration wasn’t really available in transportation yet, stores didn’t have freezers, only half the households in the 1920’s had electricity and he was running out of cash.

Word travelled to MMP and she took a tour of his factory. Long story short, she told him to name a price, purchased Birdseye from him for $22 million dollars on the spot, ($300 million in today’s economy), kept him on board, and was then investigated by the senate and ridiculed by her peers for spending so much money. When asked why she made such a ridiculous purchase – and a huge gamble when her company was already successful – she casually answered she purchased all 200 patents and frozen food is the way of the future. **insert mike drop here**

She took Birdseye and made it a successful NATIONAL business from coast to coast, and today it is known Internationally. Shortly after her Birdseye purchase, she renamed her company “General Foods.” Perhaps you’ve heard of it…

Unfortunately, not many people know her story, and if you research all of the companies that she has touched throughout the years, you won’t even see her mentioned. Next time you grab some syrup for your pancakes or frozen green beans for dinner, know that a legendary woman played a vital role in getting that to your kitchen. Marjorie Merriweather Post was one of the most successful women business tycoons of her day and decades ahead of her time. She is an iconic leader that woman all over the world can look up to.


Recent Port Authority of NY/NJ Conference Sells Out (Three Years in a Row).

September 10, 2019,  ENR Magazine and The Karlyn Group hosted the 6th Annual Port Authority of New York/New Jersey conference. This year’s theme, Reaching New Heights did just that by selling out with more than 600 attendees! Our attendees are comprised of large general contractors, architects, engineers and MWSDBEs from the NY metro area, and all throughout the country. Each year, the AEC industry comes to hear how their firm can work on some of the largest projects including airports, bridges, tunnels, bridges and ports, and about the latest capital plan, which is currently $32B and covers 600 projects.

Some highlights of the event included: An intimate discussion between Debra K. Rubin, ENR Editor-at-Large for Management, Business and Workforce; United Airlines NY/NJ president Jill Kaplan spoke about United’s dedication to the MBWE Community; as well as Michael Massiah, Chief Diversity & Inclusion Officer, Office of Diversity and Inclusion. The Port Authority of NY/NJ discussed diversity updates, and other speakers included Steven Plate, Chief of Major Capital Projects, The Port Authority of NY/NJ with the Capital Projects Overview; and panels on Professional Women in Construction and Engineering; Prime Time- Building MWBE Capacity “Barriers/Break Throughs to name a few.

“This has become one of the largest regional events we do at ENR. Each year the event sells out from both the attendee and sponsor side,” informs Scott Seltz, publisher of ENR Magazine. The event is supported by AEC companies including, United AirlinesTutor PeriniSTVSkanskaWSPCHAVHBWalter P. Moore and many others. The event has become a staple for firms that want to work and currently work with the Port Authority of NY/NJ.

ENR will publish a special section in March that will re-cap the event, talk about The Port Authority of NY/NJ’s diversity program and how to get certified, highlight project opportunities, and update readers on the current capital plan. “We are thrilled with the growth of this event and are looking to host one in New Jersey in the future as well,” informs Amy Zucchi-Justice, Founder and Managing Director at the Karlyn Group. The Karlyn Group hosts the event along with ENR and BNP media. Mark your calendars for early September of 2020 for the next event. For more information on last weeks event, visit the website here.


classI remember sitting in my Marketing class in college in the early 90’s thinking this class is going to be a piece of cake. How hard can Marketing be – companies sell products and people like to spend money so then they buy stuff case closed. I know if I want a Coke I’m just going to go buy myself a Coke – it’s not that complicated…

Fast forward 20-ish years and guess what I’ve learned – not so simple! Should my company use Print Marketing? Digital Marketing? Email Marketing? Content Marketing? Growth Marketing? Cross Channel Marketing?

Print Marketing upon first thought is outdated yet it has actually strengthened its position in the marketplace. The response rate to print marketing increased by 190% and 43% more customers responded to direct mail than prior years. ( Why?

  • Print marketing is TANGIBLE
  • You can see, hold, touch, smell, & feel print marketing
  • Same concept applies when instead of reading a book online some people just want a good old fashioned BOOK in their hands
  • Brochures, flyers, inserts, & catalogs can be left on a table or conveniently handed to your friend or business associate to share something on the spot
  • Surprisingly 72% of people will judge a company just based off of their business card

Digital marketing is a more extensive process than just handing someone a flashy flyer you picked up at a convention. It’s almost not fair to compare the two since they both add value to a marketing campaign. Digital Marketing is promoting & selling products online using different avenues. Think of Digital Marking as the umbrella and Email, Content, Growth, & Cross Content Marketing will fall under this umbrella.

Email Marketing

  • Send email directly to prospects & customers
  • 99% of consumers check email daily
  • You own your email list
  • You have zero control over Social Media contacts that can disappear at any time due to deleted or suspended accounts
  • Consumers who receive an email spend 138% more than people that didn’t get the email (I received an email yesterday from com marketing a “1 hour only flash sale to get 40% off one item with free shipping” and proceeded to spend $77 that I hadn’t even thought about spending before I received the email.)
  • ROI on email marking is 4400% (yes 4400% – not a typo)
  • Emails enhance relationships with current customers

Content Marketing

  • Sharing informative material online to generate an interest in a service or product
  • Create, publish and distribute to a target audience online
  • Creates brand loyalty by building trust
  • Free information – not direct sales
  • Videos / Blogs / Tutorials

Growth Marketing

  • Extensive process to attract more engaged customers
  • Design & conduct experiments on a target area
  • Handles the entire marketing funnel – not just brand awareness
  • Strategies are highly data driven
  • Used in many companies- most popular in technology company industry

Cross Channel Marketing

  • AKA, Multi Channel Marketing
  • Gives customers consistent experience across your brand
  • Engages with all prospects & current customers via ALL digital devices
  • CRM system is crucial to track all on & offline relationships
  • Multi channel customers spend 3-4 times more than single channel

Print & Digital Marketing are both invaluable tools in the growth of your business when used properly. The Coca Cola company is KING when it comes to their strategic marketing plan… I’ll have a “coke and a smile” or maybe I’ll “share a coke” with Mike. If I’m ordering a drink at dinner & say COKE – everyone knows I want a soda whether or not they actually sell Coke products. Why? Because “Coke is it!” (I’m willing to bet 99% of people reading this article can relate to every marketing campaign I just referenced and maybe you even repeated “Coke is it” one more time because that’s what the commercial jingle did) Coke has turned branding, brand loyalty & the selling of happiness as a lifestyle into an art form that any business could learn from – but that’s a whole different blog. Coke please!


With all of the options available today, there IS a Marketing strategy that fits your business. Contact The Karlyn Group and we will research which strategy will work best for you! The Karlyn Group is a full service marketing & sales firm that is available to assess your business and growth needs. Whether you need guidance with social media, event planning, marketing & branding or website design & development, we will customize a plan to bring your business to the next level! Check out some of our work and contact us to set up a free consultation.









INSTAGRAM is just a social media site that people post pictures on for fun. WRONG!! While many people do use IG  to post fun pictures of their #currentsituation #sundayfunday or #workflow… you need to use IG to promote your business for FREE!  Here’s some quick facts we found on HOOTESUITE.COM on how you can use Instagram to help YOU.



  • 1 Billion active users
  • 88% users outside Unites States
  • 71% under age 35
  • Even usage among males/females
  • 32% are millennials
  • 22% log in once per day
  • 38% check their IG account multiple times per day
  • 25% of smartphone users have IG
  • 72% U.S. teens use IG which has now surpassed snapchat
  • 91% use Facebook
  • 95% use YOUTUBE
  • 35% adults online use IG
  • 28% of adult users are in the USA
  • All income brackets use IG



  • Over 95 million posts per day
  • 2 Billion posts liked per day
  • 1/3 of most viewed “stories” are from Businesses
  • 60% of users (over 600 million people) seek & discover new products on IG
  • 71% U.S. businesses use IG
  • Over 25 million business profiles on IG
  • 80% of users follow at least one business



  • Decide on your target audience
  • Connect with your audience
  • Stay clear and simple – don’t ramble
  • Entertaining & quality content
  • Promote your IG on other social accounts
  • Use relevant # (hashtags)
  • Create your own hashtag for your brand
  • Try to get your post on the “explore” tab
  • Follow relevant users in your community
  • Follow users with similar interests
  • Follow competitors
  • Test different posting times
  • Use important words first, emojis
  • Ask questions
  • Clear bio & profile
  • Tag relevant users – maybe they “regram” you
  • Tell followers to tag people
  • Always use location so you’re more discoverable
  • Have a contest (ask for follows, likes, or repost)
  • Use IG stories to skip the algorithm feed
  • Relate your posts to current events
  • Engage daily
  • Post daily
  • Respond to comments daily on your page & other pages

INSTAGRAM is a terrific way to get your business out to the world with very minimal investment – except for time. Many companies already have a profitable client base & don’t have time to maintain an Instagram account on a daily basis. It’s basically an added bonus to what you are already doing. Sure you could “purchase” followers to get more “likes” but is that the audience you really want & will they turn into customers? Want a little guidance on how to get your Instagram Account up and running? Contact the Karlyn Group!

The Karlyn Group is a full service marketing & sales firm that is available to assess your business and growth needs. Whether you need guidance with social media, event planning, marketing & branding or website design & development, we will customize a plan to bring your business to the next level! Check out some of our work and contact us to set up a free consultation.








Canva - Apple Magic Mouse on Brown TableWhat is “CRM” and why does your business need it? You could get lost in all of the information available online concerning CRM systems so we are going to break it down for you. Simply put, Customer Relationship Management is using data analysis to help you understand (and communicate with) your customers better and more efficiently. Collecting vast amounts of data on current (and potential) clients is absolutely useless unless you have a way of converting the data into profits!

Customer Relationship Management has been a piece of business culture since the 1970’s. Throughout the 90’s & 2000’s it has evolved immensely with the advancement of technology and our social obsession with being “connected” to everyone & everything 24-7. Research over time has shown that just a 5% increase in customer retention increases lifetime profits of companies across multiple industries by 50%. Since most companies are in business to generate profits, having a CRM system that works for you is essential.


  • Collects & analyzes data from customers
  • Shows companies the needs of their target audience
  • Allows companies to make better decisions in order to retain customers
  • Studying customers behaviors & habits is a good way to create marketing strategies
  • Uses customer profiles to target them for future marketing campaigns
  • Maintains relationships with current, happy customers who will most likely maintain Brand Loyalty when a new product comes out
  • Helps sales people do their jobs quicker & faster by automated actions
  • Data analysis is proactive in problem solving
  • Keeps businesses connected throughout the life cycle with a customer
  • Handles repetitive processes
  • Expands customer base
  • Enhances sales & support teams
  • Information is easily accessible in one place for different departments
  • Instant snapshot of past, present & future relationships with customers


When searching for the best CRM system that matches your needs, you will need to figure out what exactly you’re trying to assess and outline what your goals are. We recommend mapping out what the path looks like, along with a flow, so you can make a more informed decision. Depending on your business needs, there are apps you can download to your phone, as well more a complex integrated system. Some interact with you Website and how people are using it, they have api’s that work with your site’s forms, email systems and other sales tools you may be using. Some have all of those feature built into their solution and others can be custom built. CRM systems really run the gamut, and are priced accordingly. Geolocation technology is also available which creates campaigns based on your physical location & may integrate with location-based GPS apps.

ZAPIER.COM identifies four main types of CRM software.

  1. Conversation CRM – Built off customer conversations (email / phone)
  2. Leads & Deals CRM – Tracks leads which hopefully turn into deals
  3. Contact CRM – All contact info pertaining to your customer (birthday, position etc.)
  4. Marketing CRM – Traits of the other CRM’s listed above with automated next steps in each process

ACTIVECAMPAIGN.COM identifies three types of CRM

  1. Operational – Automated sales & marketing data on each customer’s journey with the company
  2. Analytical – Identifies patterns by analyzing data to make better future decisions
  3. Collaborative – Organizes and shares customer information with internal & external partners 

TECHTARGET.COM  identifies three types of CRM Automation

  1. Marketing Automation – Handles different tasks in the lifecycle of a customer
  2. Sales Force Automation – Tracks interaction with a customer
  3. Contact Center Automation – Reduces repetitive action (pre-recorded audio / info for problem solving)

“We recently transitioned  a large client from one CRM system to another due to cost concerns. After a lot of research we found that InfusionSoft was the right tool for our client’s needs, says Founder and Managing Director of The Karlyn Group; Amy Zucchi-Justice. The marketing automation feature allows the client to set up trigger campaigns that pushes a prospect through a marketing funnel until they become a customer. Before switching to a CRM system, this task would have taken hours to be performed by hand by an in-house marketing team.

Customer Relationship Management can be an extremely valuable tool in the growth of your business when used properly. With all of the options available today, there is a CRM system out there for every type of company big or small, it just takes a little research. Don’t have time to research the CRM that will ultimately increase your profits? Contact The Karlyn Group and we will find the CRM system that’s right for you!

The Karlyn Group is a full-service marketing & sales firm that is available to assess your business and growth needs. Whether you need guidance with social media, event planning, marketing & branding or website design & development, we will customize a plan to bring your business to the next level! Check out some of our work and contact us to set up a free consultation.

#karlyn101 #crmsystems #marketingsolutions #customerexperience







_DSC4234-2Customers being able to recognize your brand is called Brand Awareness. PERIOD. Sounds simple enough but there are many ways to establish your brand in the marketplace and this post will focus on attending or hosting an event. Events are one of the best ways to connect with current customers and potential new ones. Brand Awareness builds trust and a loyal following – people like products they feel safe and familiar with. By showcasing your product or service at an event you are not only building Brand Awareness but also aligning yourself with other brands in the industry. Meeting people face to face is the best way to build relationships, and the first step in gaining TRUST. Whether it be answering questions, swapping ‘war’ stories about your industry or just a casual discussion, the benefits of face to face interaction is priceless.

The first step to promoting your business at an event is figuring out what event idea fits best with your brand. Should you sign up as a vendor at an established event, host your own event, or present as a speaker? Whichever you decide – the goal of Event Branding is to put your business in the spotlight while creating a relationship with your target audience. The importance of Event Branding is to engage the consumer, offer them an experience, educate them, and show them the “personality” of your company.


  • Storytelling – History of the company (the good/bad/ugly) or how your service has benefitted a customer (people like honesty and stories they can relate to)
  • Benefits – Offer discounts or free products for sharing the event (photos, collect emails for future coupons)
  • Word of Mouth – Since WOM is the #1 referral for people to search or purchase something online, offer discounts or samples to people who refer a friend & to the friend who contacts you at a later date (referrals add a level of trust and doesn’t cost you a dime)
  • Customer Comfort – Offer items in your booth that are welcoming – free water, snacks, a charging station (people remember little things)
  • Create an experience – Depending on your product, offer interactive displays, goodie bag, free items with company name on it (people remember engaging activities)


  • Collaborate with non-competing brands – to host an event (share event costs & resources)
  • Collaborate WITH competing brands – to host an event (local restaurants offer sidewalk samples etc.)
  • Host a workshop event – Teach people knowledge & skills relating to your business (consider bringing a client so the audience can relate & it is less of a sales pitch)
  • Host a fundraising event – Raise money for a charity that relates to your brand
  • Lecture / Celebrity event – Hire professionals who can offer solutions & educate in relation to your brand
  • Host a holiday event – Educate people on your product & offer discounts

Engagement Marketing, Experiential Marketing, Event Marketing, Participation Marketing… all mean the same thing. A live one on one interaction that allows consumers to connect with brands which in turn builds Brand Awareness. The options are endless as to what type of events you can attend or host yourself. If hosting an event seems overwhelming, there are plenty of options for outsourcing pieces or specific parts of the process.

The Karlyn Group is a full service marketing & sales firm that is available to assess your business and growth needs. Whether you need guidance with social media, event planning, marketing & branding or website design & development, we will customize a plan to bring your business to the next level! Check out some of our work and contact us to set up a free consultation.

#karlyn101 #eventmanagement #eventmarketing #buildingyourbrand


time“What time is it?” is one of the most popular questions that has a variety of answers. Time to go to work, to lunch, the gym, a meeting, catch the train, meet a deadline – the options are endless as to what you have to do next and when. Building your company’s social media presence online is just another area of your life where TIME definitely matters!

Numerous companies have spent hours researching the social media engagement of millions of active user accounts over a variety of on-line platforms. The data and metrics collected can be mind boggling & a little confusing if you’re new to the game. All networks are different and while you want to get your content to every corner of the globe, there are different ways and times you should do it. Don’t try to be everywhere – follow some basic guidelines and then research what works best for your business!

We have compiled a brief list of the most popular sites & when they get the most engagement from their users.  Remember to keep your content relevant, your topics focused to your audience, and don’t be afraid to show a little personality. People LIKE when they can relate to a topic but more-so when it sounds like it is coming from a trusted reliable source!

TWITTER: Over 300 million active monthly users

  • Posts with a picture get more engagement (1-3 #hastags)
  • Lunch time between 11am – 1pm during the typical work week (Monday-Friday)
  • Wednesdays have the highest engagement
  • Weekends are the lowest engagement (people are enjoying their time off work)

INSTAGRAM: Over 500 million active users daily

  • 11-15 hashtags get the best visibility (you can have up to 30)
  • Lunch time between 11am-1pm & 7pm-9pm after work (Monday, Wednesday Thursday)
  • Wednesdays have the highest engagement
  • Weekends are lowest engagement (Saturday afternoon engagement for fun activities)

FACEBOOK: Over 2 billion monthly active users worldwide

  • #hashtags on FB are used but not as popular since a lot of accounts are private
  • Post during work hours 1p-4pm (people are bored at work & it’s probably open on their desktop computer)
  • Sundays have the highest engagement (checking out what everyone else is up to)
  • Tuesdays have the lowest engagement

LINKEDIN: Over 250 million monthly active users

  • #hashtags aren’t as effective as on other platforms but using 5-6 is acceptable
  • 10am – noon (Tuesday – Thursday)
  • Wednesdays have highest engagement
  • Worst times to post are after work hours and weekends

PINTEREST: Over 250 million monthly active users

  • 4 #hashtags when posting – no more than 20
  • 8pm-11pm during the week
  • Post all day Saturday & Sunday (people love hobby related stuff on the weekends)
  • Worst times to post are during work hours during the week

YOUTUBE: Over 150 million monthly active users

  • #hashtags are gaining popularity on YOUTUBE so don’t use too many
  • 12pm-4pm during the week so video will be indexed when people want to watch at night
  • Post Saturday & Sunday morning
  • Highest engagement is on the weekends

Depending on the day of the week and time of day, higher engagement times differ for each platform. Experiment to see what works best for your audience, keep in mind the time zone where the majority of your customers are located, and even sneak a peak at your competitors sites to see what times are working for them.

Still not certain what time it is? Let The Karlyn Group–a full service marketing & sales firm assess your business needs. Whether you need guidance with social media, marketing & branding or website design & development, we will customize a plan to bring your business to the next level! Check out some of our work and contact us to set up a free consultation.

#karlyn101 #socialmedia101 #socialmediastrategy


gossipI’ll be the first to admit that I didn’t expect reading “IN TOUCH” magazine would spark an idea for a Social Media article. I purchased this and a few other gossip magazines while waiting to board a flight to NYC with my 14-year-old niece. I figured this should keep her occupied on the plane for five hours since this is what teens like these days right?

Turns out I was more interested in the information I found between the glossy pages than she was. One article alone made my $4.99 investment on IN TOUCH magazine worth every penny. The article was a summary of random statistics from 2018. Not your typical boring, complicated stats, but pretty & fun and EASY to comprehend.

MOST TWEETED ABOUT 2018: K Pop band called BTS. What’s K POP? Who is BTS? If your target audience for your business is teens/young adults then you need to know who and what this is. Go to their twitter and engage with some of their followers…

MOST LIKED TWEET 2018: A tweet sent out by yup you guessed it – the K POP band called BTS…

MOST BINGED SHOW ON NETFLIX 2018: On My Block (teen audience)

MOST WATCHED MOVIE ON NETFLIX 2018: The Kissing Booth – A romantic comedy for young adults.

Am I the only one noticing the trend here??

MOST STREAMED ON SPOTIFY: Drake who had 12 billboard top 10 hits in less than 12 months for male artist & Ariana Grande for female artist with her huge hit “Thank U, Next”. How can this information help you? If you are creating music of similar genre to theirs, start engaging with THEIR Twitter and Instagram followers. Again, if your company creates products for this target audience engage, engage, engage!

MOST VIEWS ON YOUTUBE 2018: Luis Fonsi’s “Despacito” video was viewed more than 6 billion times which happens to also be THE most popular clip on YOUTUBE ever. Is his audience similar to your audience? Hmmmmm?

MOST LIKED INSTAGRAM POST OF 2018: The Instagram Egg. When Kylie Jenner introduced her baby Stormi she had over 18 million likes which was the most liked post on Instagram at the time.  You’re not interested in the Kardashians or their babies? That’s OK, stay with me… Chris Godfrey a British Advertising Creator came up with the idea for The Instagram Egg. You can check it out on Instagram @world_record_egg and see for yourself how The Instagram Egg not only beat out Kylie Jenner’s post with over 53 million likes, but it also turned into the most liked online post on any social website IN HISTORY. Still not interested? When Godfry posted the initial egg he said in his post “Let’s set a world record together and get the most liked post on Instagram. Beating the current world record held by Kylie Jenner (18 million)! We got this” That alone probably caught people’s interest right there. Even though Kylie has a HUGE following, there are also plenty of people that aren’t interested her life. Chris Godfrey caught the attention of THE WORLD and he had a goal. In the posts that followed he posted other egg pictures and one had some cracks. He’s now established a huge audience for his message which most of us thought was just a funny egg to knock Kylie off the world record. He had a few more egg posts and then the big reveal to his now over 9 million followers: “Recently I’ve started to crack, the pressure of social media is getting to me. If you’re struggling too, talk to someone.”

The Creator of The Instagram Egg then posts which takes you to a website that has useful mental health links for organizations and help lines in over 50 countries. PURE GENIUS.

Gossip magazines may not be for everyone, but the point is you can gather information from just about anywhere to help grow your business.

Now you can’t stop reading the newsstand mags? Let The Karlyn Group–a full service marketing & sales firm assess your business needs. Whether you need guidance with social media, marketing & branding or website design & development, we will customize a plan to bring your business to the next level! Check out some of our work and contact us to set up a free consultation.



when to use hashtags

Every time you turn around there’s a #. Maybe you saw someone walking down the street and their tee-shirt said #coffee. Perhaps you saw a cute picture of a dog online and a caption under it said #doglife. You’re seeing the good old fashioned ‘tic-tac-toe’ board taking over society and you want to know what’s up. You need to know what’s up because one little #hashtag can change the life of your business!

You can spend hours reading statistics online concerning the importance of adding a #hashtag to your social media posts. We definitely recommend you do that to figure out what process and outlets work best for you, but for now here are the basics to get you started.


  • Engages your audience
  • Sparks conversations
  • Makes your content visible to people interested in what you’re offering
  • Builds your brand



  • BE RELEVANT to your business
  • BE RELEVANT to the topic
  • BE RELEVANT to current trends
  • BE RELEVANT to the day of the week
  • BE RELEVANT to the platform you are using (Twitter 1-2 #, Instagram 11+ #)



  • Search pages you like to see what #hashtag they use
  • Look at Influencer & Experts’ #hashtags that are relevant to your topic
  • Check out for all kinds of stats & search for keywords (fee)
  • Sign up for & see instant #hashtag suggestions based on real time data (free with limited options)
  • Create a Tagboard account & see how your #hashtag is used across multiple networks (fee)



  • #mondaymotivation #mondayfunday #mondayblues
  • #traveltuesday #tiptuesday #transformationtuesday
  • #wednesdaywisdom #workoutwednesday #humpday
  • #TBT #thankfulthursday #thirstythursday
  • #followfriday #fridayfact #TGIF
  • #saturdayshoutout #saturdayswag
  • #startupsunday #sundayfunday #sundayreads


Adding #hashtags to your posts make you more noticeable, but it is also a creative fun way to help you expand your thinking about your current business. Remember to keep your #hashtags RELEVANT to your topic & take the time to research and engage in #hashtags that relate to your company. Don’t feel like sitting on-line for hours a day staring at #####?

Let The Karlyn Group–a full service marketing & sales firm assess your business needs. Whether you need guidance with social media, marketing & branding or website design & development, we will customize a plan to bring your business to the next level! Check out some of our work and contact us to set up a free consultation.