@Sales | Marketing – BIZCATALYST 360°: Recent Episodes
BIZCATALYST 360
Modern marketing is easier than ever with the many tools at your disposal. From social media to SEO, there are numerous ways we can take advantage of the tons of data available to us. However, it is more about knowing how to use this data effectively to boost engagement.
Don’t Neglect Print MediaA lot can be said for digital marketing, and it is extremely powerful. But that doesn’t mean you should neglect traditional methods. TV, radio, and print media are still effective ways to market to your audience with a respectable ROI. However, take the time to find a reputable online printer company that can get the job done. They aren’t all the same, and some just don’t have the quality you need. Printed materials must be vibrant, clear, and in expected formats.
Utilize SEO in Modern MarketingOne of the best tools used by modern marketing agencies today is SEO. SEO takes advantage of search engines to connect with the right audience. When done correctly, SEO has major benefits for a business. SEO can also be done very cheap or even free, and over 10% of marketers believe it yields better results than paid online ads. However, it mainly relies on quality content. For example, long-form content (over 3,000 words) is more likely to be shared.
Embrace Social MediaCan you really afford to ignore social media? Given the massive audience potential, it really isn’t a choice anymore! And the fact that using social media is free (for now) makes the case for embracing it even further. Of course, social media ads are an expense, but they yield excellent results because they are targeted at defined demographics. However, you can engage with your core audience through social media without spending a penny if that is what you want.
Engage with Your Social AudienceThe key reason for using social media in the first place is engagement. Engagement helps boost sales by establishing trust and brand loyalty. Customers who feel like they are part of a brand and interact with it are likely to make purchases. So, how do you go about this?
- Set the goals you want to achieve and research ways of boosting engagement.
- Understand the platform you use, such as the best times to post content.
- Get to know the audience and how they interact by observing through comments.
- Carefully tailor content that is likely to be shared by your core demographics.
- Use interactive social media tools for engagement, such as polls.
It’s easy to interact online through social media. But a lot of effort must be made to really connect with an audience. Novel campaigns that resonate with your core demographics are excellent for boosting shares and going viral. Of course, this relies on a carefully executed plan.
Use Data to Your AdvantageWe live in a data-driven age, and it is all around us. Data analytics through your website alone provides tons of insights into how your customers interact with your business. The most active times connecting search queries and locations are all easily accessible through Google Search Console. Further, modern companies also use data to personalize the shopping experience for customers. AI analyzes past user interactions to predict the items a customer might want.
Consider the Modern Marketing TypeWhat type of marketing are you interested in? It’s hard to answer, but it all depends on your customer base. Not all customers are private citizens, and you may sell products and services to other businesses. The main types today are B2C (business to consumer), SaaS (software as a service) and B2B (business to business). B2B is a massive growth area with a projected value of almost $50 billion by 2030. Understanding the type of sales is critical to marketing success.
Supplement SEO with PPCSo, you are using SEO. But is it enough? Some marketers believe you only need SEO, and it is budget-friendly. But what about boosting that traffic for leads and sales? Pay-per-click (PPC) campaigns are very effective and should be considered as part of an advertising and marketing budget. Google states that the average ROI from a PPC campaign is around 200%. That’s $2 for every $1 spent. Not too bad. Of course, this will vary based on many other factors.
SummaryTraditional media such as print, TV, and radio are still excellent methods of modern marketing. Digital marketing today should include social media and targeted advertising. Yet your business can also benefit from unpaid organic traffic SEO supplemented with paid PPC campaigns.
Today, it’s easy for any organization to fall from grace. Considering how fast information and opinions spread online, a single mistake could trigger the downfall of a company no matter how long it has existed. That alone should be the main reason to invest in effective reputation management.
If you run an organization that has built a genuine identity over the years, the least you’d want is a PR crisis that’s emotionally and financially damaging. Part of what you should do to prevent that is to set up preemptive measures and a detailed plan to guide you through a reputational crisis. With this in mind, here are a few tips to remember for preserving your company’s reputation and maintaining its legacy for years to come:
- Humanize your brand
Before developing a strategy and a concrete plan for managing your company’s reputation, start by laying down its aims. Avoid coming up with cliches such as “sowing the seeds to a brighter future” or “becoming an industry leader” and the like. Make it less about yourself and more about the people who buy your products or services. The best way to do that is to humanize your company by letting your target audience know they’re your top priority. “Transforming lives” sounds generic but it’s enough to convince people they matter.
- Empower your branding and PR team
Your branding department isn’t there to sell your name. It’s there to help you build relationships and respond to a critical reputation crisis. This team is crucial in helping you prepare for worst-case scenarios where effective crisis communications play a defining role. It can also work with other departments such as operations and customer service to develop programs that improve client satisfaction, comply with industry regulations, and identify risks. With this in mind, make sure to provide your team with the right tools and enough creative space to do its job in preventing and handling crises.
- Orient your employees
The people you employ are part of the corporate family. By that, they will carry your company’s name wherever they go. You can only imagine the impact that a drunk worker could make the moment they crash a company-issued vehicle into a department store. Even worse is when someone associated with your brand is accused of indecent behavior by a sexual harassment attorney hired by a fellow employee.
Preventing these scenarios would mean training employees to use company property and practice high levels of professionalism properly. You may not live their lives, but it’s important to remind them that whatever shameful they do could drag the organization out in the open.
- Listen to the audience
Reputation management isn’t just about sweetening your brand image and making others like your products or services. It’s more about delivering on your promises to your audience and building your brand around their needs. Effective reputation management relies heavily on public perception. To do that would mean conducting surveys, listening to social media interactions with your brand, and taking brand reviews seriously. All of this will provide you with the insights you need to strengthen your brand’s image.
Endnote
For your company to succeed and thrive for decades, invest in reputation management. It costs time and money, but nothing could produce better returns than a brand that people trust.
When it comes to staying ahead of the competition from a brand perspective, brand consistency plus personalization is key. Let’s explore how to do both of these in the most effective manner. Some brands know how to stand the test of time and it is worth putting in the work to get their business to the next level.Source: BrandGuard
Unlock the secrets to a life rich in both service and success as we sit down with special guest Dan, whose story of empathy and kindness will inspire you to weave service into every facet of your existence. Through heartwarming narratives and real-life examples, we delve into how the smallest acts of kindness can reverberate across our personal and professional lives, transforming transactional encounters into relationships that are deeply fulfilling. Dan’s journey, particularly the profound lessons learned from his daughter’s experiences with exclusion, serves as a moving testament to the power of a service-oriented mindset that consistently prioritizes goodwill.This episode isn’t just about personal growth; it’s also a treasure trove of insights into fostering robust business relationships through the joy of shared experiences. Listen to tales of luxury retreats in Coeur d’Alene that go beyond mere networking, illustrating how integrating fun with business can lead to a thriving organizational culture and forge bonds that last a lifetime. From the ROI of investing in people to the compassionate intricacies of tough decisions like parting ways with an employee, we explore the delicate balance of honest communication, the ‘give first’ approach, and decisive action in nurturing a positive, dynamic company culture. Join us for a conversation that promises to enlighten, entertain, and elevate your approach to business and life. (02:53 – 03:37) Attitude of Service and Giving (07:47 – 08:38) Affiliate Program and Networking Goals (15:14 – 16:54) Building Loyalty Through Relationships (19:41 – 20:55) Making Decisions With Empathy and Integrity https://www.bigleap.com/blog/author/b… * https://www.bigleap.com/blog/author/d…*
Few consider the necessity to use your heart to inspire your audience and grow your business. A recent visit to San Francisco, California, inspired free-flowing thoughts throughout. At the center of it all is the song Tony Bennet wrote and sang, ‘I left my heart in San Francisco.’ The lyrics include:
‘When I come home to you, San Francisco, Your golden sun will shine for me.’
My Story
Creativity exists on every level imaginable in the city. It was a treat to return and revisit the familiar, plus see the rebuilt areas on our daily five-mile walks and the scenic routes in the car.
The Most Creative Driving Experience
A new app for the Google Driverless Car is alive in San Francisco! Upon summoning the car, the only driver for arriving where you desire is the Google Maps on the dashboard and satellite technology on top of the vehicle. I was encouraged to sit in the front seat to film a bit of the journey.
As one who suffered an ‘irreparable broken neck’ due to the reckless driving of another, you can imagine I was hesitant. Nevertheless, I sat in the front seat for sheer amazement!
Satellite Guidance On Top and Google Maps on the DashboardThe city has narrow and crowded streets with both vehicles and pedestrians. How safe can a driverless car be? A person walking on the street decided to cross the street although the light was red. Did we hit the person? The driverless vehicle knew to stop immediately!
I live in an area where driving is reckless—e.g., someone was ticketed for driving 114 mph on a 45-mile-per-hour street, and sadly that wasn’t the first time. I am hopeful that one day, sooner than later, the Google driverless car will make it across the country. Safety First!
Extra photos are available to illustrate the creativity everywhere in the city. On the other hand, it also reflects their devotion to including tremendous variety in thinking.
Hyatt Regency Lobby – Memorable Business EventsInviting Lobby for All AgesThe sign says, ‘Caffeinate with Purpose.’Your Story: Use Heart to Inspire Your Audience and for Business Growth
It’s wise to use your free time to contemplate how you approach business and the change(s) you might make. The ultimate goal is to use your heart to inspire your audience as part of a community service project and ultimately grow your business.
At stake is the encouragement to fit into a crowded playing field by consenting to be like everyone else or to stand out. Creativity goes a long way to deliver the inspiration your audience and clientele seek before agreeing to do business with you.
While not every city has creativity on display everywhere you go, you can consider what and where you find almost instant inspiration to use as your business companion. We see it differently, including the outdoors, gym exercise, or conversations with peers and friends.
It is our job to seek inspiration whenever possible and make it, at the very least, an hourly habit once per week. A significant factor will be tracking the difference the habit makes in your future outcomes.
In Conclusion: Use Heart to Inspire Your Audience and for Business Growth
Should you be skeptical about adding heart to your business model, give it a try one step at a time and track the results. Undoubtedly, you will begin to attract a larger audience and clientele. When people notice that you care about them and welcome your ideas, you will start to enjoy the Smooth Sale!
When it comes to staying ahead of the competition from a brand perspective, brand consistency plus personalization is key. Let’s explore how to do both of these in the most effective manner. Some brands know how to stand the test of time and it is worth putting in the work to get their business to the next level.
Source: BrandGuard
At the time of this writing, it’s mid-January 2024. There’s still plenty of time this year for you to think about how to use Search Engine Optimization (SEO). If you were to think like professionals in the field, like InSync Media Marketing Agency, how would you approach SEO in the near future? Here are some potential strategies:
Rewrite Your Old Posts to Suit E-E-A-TFor those that don’t know, Google used to really emphasize something known as E-A-T, which was “Expertise,” “Authoritativeness,” and “Trustworthiness.”They have since added one more ‘E” for good measure, “Experience.” Now it’s E-E-A-T. Take a look at your old posts and see how you can write them to suit this new metric. How can you show that you are both an expert and experienced at something?
Basically, you want to show that you have done the things that you are writing about and didn’t just sit for three hours doing a deep dive into it. Doing this can really help your rankings as Google recognizes the updated post and adjusts things accordingly.
Don’t update all your old posts though. Only pick the ones that are evergreen, which means they will always be topical, no matter when someone reads them. Ask yourself if that’s the case with each post. That should guide you on when to rewrite something. Do an audit every quarter to see what should be updated and what should be left along.
Redo Parts of Your PostsRedo Keyword ResearchJust like people change passwords, they also change what keywords they might be interested in looking for. Take a look at what particular keywords might be popular at the time by using SEO software. Then you can see about using new keywords or possibly retargeting.
Redo Your HeadersHeaders are more than just a guideline for your readers so that they will know what the subsequent paragraphs will be about. They are great for Google to target so that it will know what the user is interested in. You should also structure your headers in a way that it makes the entire piece flow like it should and be judicious about how you use h2 and h3 tags to get this working like it should.
Ideally, you’d start off with an H1 and then an H2 along with two or three H3s before a second H2 and several H3s. That will show the reader what they are going to be looking at. Of course, you can add and subtract based on how long you’re going to make a post.
Redo Your Meta DescriptionsA lot of people view the meta descriptions as a throwaway part of writing a post. They just tack several vaguely related words and call it a day. This can wind up costing them a good amount of potential traffic. It’s time to take this part of the post very seriously and redo them in the best way to reflect what you’re all about. This is very important if you use Google AdWords. You could make extra money by seeing what is working and then adjust your writing based on that.
Redo Your Content HeadlinesThe internet is full of posts and people usually gravitate to the ones that have interesting headlines. You can work on yours so that you can have something to reel people in. There are some that like to do it in a “bait and switch” way where they write something outlandish and then the post itself isn’t remotely related to the headline. It seems to be a bad trend – there are a lot of online games that show gameplay that is very different from the real game. People may download the game but delete it when they realize they were duped.
So, while you can write intriguing headlines that get attention, make sure that the content that is underneath is what the headline billed it as. You won’t keep an audience for long if you are like the game companies. Also, you could have the headlines include the current year in them.
Redo Your ImagesYes, having successful SEO results doesn’t just rely on having the right words. You also need to optimize any images that you have on the site. You can do this a variety of ways. Make sure your filename has an actual name. Google won’t know what IMG248240 is, but it will understand “Michael Jordan 1988 slam dunk.”
Just like metadata, people often pay little attention to crafting alt text correctly. While it’s a great way to help people who are handicapped view images on your site (that’s a bit of good karma right there), you can also write the description in a way that will get Google’s attention.
Yes, size does matter. If you have an image that is very high-definition and is large in storage size, that can slow down your site load time. While it might not bother someone who is using high-speed internet at home or work, it can make those who are using smartphones impatient. Google will ding you for that.
Be Extra Thorough With Your Proofreading Your posts are a reflection on your writing skills. It can be easy to make spelling and grammatical errors when you’re trying to set up a base of posts. But when you go back and look, it can be embarrassing to see those mistakes. So, make it a part of your work to look through your writing with an extra sharp eye and see what kind of errors you made. This way, when your re-written posts get re-indexed by Google, you’re going to have something that looks nice and polished.
Make Sure the Content is AccurateWhile you’re mostly aiming for evergreen content, you also want to make sure that the facts in the post are all still accurate today. You would want to update it and note that Pluto is NOT a planet anymore, for example. That way, you will still be able to keep your E-E-A-T score high, which will help your search engine rankings. Having outdated info can hurt you, since people won’t trust the information that you give them.
Make Sure All the Links Are Still ActiveHere’s another great way to lose people. You’ve probably encountered something like this when visiting another site. You see a link to something that interests you, and you click it and get … “404: Site not found.” That irritated you, right? You don’t want to make people irritated when they visit your site. Make sure that all the links go to the proper websites and see about fixing any broken ones or even removing ones that the original website has not updated or redirected.
Consider Working on Your Backlinks and Other LinksThis one is a bit more controversial. Some people swear that it’s worth doing things like adding internal links, external links, and backlinks. Others see it as a waste of time and that your content should be enough. It’s still a good idea to run a test and see what kind of results you’re getting from any kind of linkage before you completely pull the plug on doing them.
Make Your Content ShineYou might think this suggestion is a bit too hard. Writing is subjective, right? Not necessarily. There are ways you can write in a way that will get people’s attention. You can use certain sites to get rankings on how SEO-friendly a particular post is. Then you can write around that number to improve it before you send it back out to the world.
There are other things you can do, like reading other posts and seeing what makes them so interesting to read and popular in search engine rankings. You’ll instinctively say, “That’s good writing there…” Ask yourself how are they both accessible and trustworthy? See if you can bottle that up yourself and reap the benefits.
Working in SEO is a constant balancing act. It can feel like Google or the other search engines are constantly shifting the board by changing the algorithm. This isn’t a job where you can just “set it and forget it.” One new tweak of the algorithm can take a post that you had a lot of views on and send it to the search engine graveyard. That’s why you always need to check your statistics and insights to see what has changed and then figure out what you need to do to get back on top.
It can feel like you’re playing a game where you’re trying to hit a spot, and it keeps moving. When you do it hit it, it can feel exhilarating, but that’s a temporary feeling. But if you treat it like an adventure and even a competition to see what you can do to build up your site to become monetized, then it can make each day feel brand new and exciting.
This isn’t an ironclad guarantee that doing these SEO tweaks will make you have a successful 2024. There’s an element of luck in this too, and the whims of the people doing the searching can be quite fickle. Still, you’ll give yourself a much better chance of achieving your goals than just standing pat. Whatever success you do have, the effort will be worth it.
I had occasion to speak with a prospect on a Zoom call the other day. She was looking for help in establishing her brand and marketing her online workshops and published materials. She insisted those things could be accomplished only by a digital marketing agency.
I suggested digital marketing (or online marketing) simply means promoting stuff through digital channels using electronic technology, as opposed to print. I told her we employ tactics like email, social media, web-based advertising, text and multimedia messages, webinars, search engines, online customer communities, and other digital platforms. I even went so far as to suggest radio and TV ads could be considered digital marketing these days since … well … I opted to skip the breakdown of the digital electronics involved.
None of it mattered anyway. She was unmoved.
She told me she’d recently spoken with another person about her branding and marketing needs. That other person professed to run a digital marketing agency. That’s when the conversation got really interesting.
Here’s a transcript of the way it transpired, edited for brevity. (Clarity and sanity were a bit too much to hope for.) Her part of the conversation is designated as DG (Digital Guru). My side of the conversation will be represented by YT (Yours Truly):
YT: How do you know this other person runs a digital marketing agency?
DG: Because she told me she does, and her website says so. Yours doesn’t.
YT: You looked at my website?
DG: Yes.
YT: Do you realize my website exists in a digital medium?
DG: What does that have to do with anything?
YT: Ooh … this is going to be tougher than I thought.
DG: What?
YT: Nothing. I didn’t say anything.
DG: But I heard …
YT: What if we created a website for your business — drove traffic to it using email; social media; web, radio, and TV ads; webinars, and other forms of digital communication — and never put one thing in print?
DG: You do all that stuff?
YT: Yeah.
DG: But you’re not a digital marketing agency.
YT: Yes, we are.
DG: I don’t believe you. Your website doesn’t say that.
YT: If I added digital marketing agency to my website right now, while we’re talking — if you were able to refresh your browser, see it right away, and understood I made that change digitally — would you believe it then?
DG: No.
YT: Why not?
DG: Because you’d just be trying to fool … why are you holding a gun to your head?
YT: Never mind. Have you ever heard of a digital twin?
DG: Yes. Why?
YT: Because I’m not me. On this Zoom call, you’ve actually been seeing and talking with my digital twin.
DG: You mean you don’t even exist?
YT: Nope. I’m a digital figment of someone’s imagination. I just can’t figure out if it’s mine or yours.
DG: You’re hired.
Definitions Are Everything
Before I start talking, I find it prudent to know what I’m talking about. But that’s just me. Some people find it a bit odd, if not off-putting … or worse. (As my friend, Yonason Goldson, wrote to me recently, “Look what happened to Socrates. And all he did was ask questions.”) But since I manage to find my Big Boy Pants most mornings, I plug along.
On the subject of definitions, and since the big hand is on the 20 and the little hand is on the 24, it’s time for most communication to take place digitally, whether it’s marketing or not. So, if you want to make a distinction between digital marketing and anything other than print, good luck finding an agency that employs cave art, smoke signals, drumbeats, carrier pigeons, or — if you want to go back even farther than that — fax machines.
This isn’t called The Digital Age for nothing.
In the bustling realm of e-commerce, mastering the art of driving online sales and optimising conversion rates is a vital pursuit for businesses aiming to thrive in the digital marketplace.
With the ever-expanding array of products and services available at the click of a button, it is imperative for online businesses to adopt strategies that not only captivate potential customers but also transform casual browsers into loyal patrons.
From refining product presentation to streamlining the checkout process, let’s delve into the pivotal tips and best practices that can propel businesses toward e-commerce success, fostering a robust online presence and maximising sales conversions.
Crafting a Captivating and User-Friendly Website Design
At the heart of a successful e-commerce venture lies a captivating website design that seamlessly integrates aesthetic appeal with user-friendly functionality. A visually appealing and intuitive website layout not only captures the attention of online visitors but also ensures effortless navigation, allowing customers to explore products and services with ease.
From clear product categorisation to strategically placed call-to-action buttons, an optimized website design cultivates a seamless user experience that encourages prolonged engagement and facilitates a smooth path to purchase, ultimately enhancing the likelihood of sales conversion.
Optimising Product Presentation and Descriptions for Enhanced Engagement
Compelling product presentation and descriptions play a pivotal role in captivating potential customers and guiding them toward making informed purchase decisions. High-quality product images that showcase products from multiple angles, accompanied by detailed and engaging descriptions, serve as crucial tools for instilling confidence and trust in online shoppers.
By providing comprehensive product information, highlighting key features, and addressing potential customer queries pre-emptively, businesses can empower consumers to make confident and informed purchasing decisions, thereby bolstering sales and fostering a sense of satisfaction and trust in the brand.
Streamlining the Checkout Process for Seamless Transactions
The checkout process serves as the pivotal moment of truth for online businesses, representing the culmination of a customer’s journey from exploration to purchase. A streamlined and hassle-free checkout process is crucial in preventing cart abandonment and ensuring a smooth and efficient transaction for customers.
By implementing a simplified and intuitive checkout interface that minimises unnecessary steps and offers multiple secure payment options, businesses can create a seamless and frictionless transaction experience that encourages customers to complete their purchases effortlessly, ultimately leading to increased sales and heightened customer satisfaction.
Implementing Customer Reviews and Testimonials for Social Proof
In the dynamic landscape of e-commerce, the power of social proof cannot be overstated. Customer reviews and testimonials serve as influential tools in building trust and credibility, providing prospective customers with valuable insights into the quality and reliability of products and services.
By encouraging satisfied customers to share their experiences and feedback, businesses can leverage the persuasive impact of positive reviews, fostering a sense of authenticity and reliability that resonates with potential buyers.
The integration of customer reviews and testimonials not only enhances brand credibility but also instlls confidence in hesitant customers, facilitating increased sales and encouraging repeat purchases.
Personalising the Customer Journey for Tailored Experiences
Personalisation lies at the core of cultivating meaningful and lasting relationships with customers in the e-commerce landscape. By tailoring the online shopping experience to align with the unique preferences and behaviours of individual customers, businesses can create a sense of exclusivity and relevance that fosters customer loyalty and satisfaction.
From personalised product recommendations based on previous purchases to targeted promotional offers that reflect customer interests and preferences, personalised customer experiences not only nurture a sense of connection but also drive increased engagement and repeat business, contributing to enhanced sales and customer retention.
Harnessing the Power of Email Marketing for Customer Engagement
Email marketing remains a potent tool for nurturing customer relationships and fostering continued engagement in the e-commerce sphere.
By crafting targeted and personalised email campaigns that deliver relevant and value-driven content, businesses can stay connected with their customer base, providing them with timely updates, exclusive offers, and valuable insights.
Moreover, with the seamless integration of Smallpdf’s reliable converter, offering hassle-free PDF file conversion, businesses can effortlessly share comprehensive product information and instructional guides with their customers in a convenient and easily accessible format.
Finally, through the strategic use of segmented email lists and tailored content that addresses customer needs and preferences, businesses can foster a sense of exclusivity and relevance, driving heightened customer engagement. They will also help to encourage repeat purchases, ultimately contributing to increased sales and brand loyalty.
Using Social Media Platforms for Brand Visibility and Engagement
Social media platforms serve as vibrant hubs for brand visibility, customer engagement, and community building in the e-commerce landscape.
By establishing a robust social media presence and engaging with customers through compelling content, businesses can foster meaningful connections, spark conversations, and cultivate a loyal and engaged customer base.
Through the strategic use of interactive posts, behind-the-scenes glimpses, and customer-centric content that resonates with the target audience, businesses can foster a sense of community and belonging, driving heightened brand visibility and customer engagement, ultimately leading to increased sales and expanded brand reach.
Incorporating Customer Loyalty Programs for Retention and Repeat Sales
Customer loyalty programs serve as effective tools for incentivising repeat purchases and fostering long-term customer relationships in the e-commerce domain. By offering exclusive rewards, discounts, and special offers to loyal customers, businesses can cultivate a sense of appreciation and value, encouraging continued engagement and repeat sales.
Through the strategic implementation of tiered loyalty programs, referral incentives, and birthday rewards that cater to the unique preferences of individual customers, businesses can foster a strong sense of brand loyalty and advocacy, driving increased sales and establishing a dedicated and enthusiastic customer base.
Ensuring Seamless Customer Support and Service
In the competitive landscape of e-commerce, delivering seamless customer support and service is paramount in fostering customer satisfaction and loyalty.
By offering multiple channels of communication, including live chat, email, and phone support, businesses can provide customers with accessible and responsive assistance, addressing queries and concerns promptly and effectively.
By prioritising a customer-centric approach that places customer needs at the forefront of all interactions, businesses can nurture a strong sense of trust and reliability, enhancing customer satisfaction and loyalty, ultimately leading to increased sales and positive brand advocacy.
Conclusion: Nurturing E-Commerce Success through Continual Optimisation
Mastering the art of e-commerce is a continual journey marked by the commitment to ongoing refinement and optimisation. By implementing these crucial tips and best practices, businesses can elevate their e-commerce endeavours, fostering heightened sales, increased conversions, and lasting customer relationships.
Through a holistic approach that emphasizes user experience, personalisation, and customer engagement, businesses can navigate the dynamic landscape of e-commerce with confidence, establishing a strong brand presence and solidifying their position as industry leaders in the digital marketplace.
In today’s dynamic digital landscape, carving a distinctive niche amidst the overwhelming influx of ideas presents a formidable challenge. As an Award-Winning Publishing Division, we bring forth a comprehensive strategy to help you transcend the competition and establish a lasting impact. This article unveils thirteen potent strategies, meticulously crafted to elevate your brand’s visibility and resonance in a crowded digital marketplace.
- Personalization: Crafting a Unique Brand IdentityThe bedrock of digital prominence lies in personalization – a dual-pronged strategy that begins with the meticulous development of an unmistakable brand identity. A brand, beyond a mere name or logo, must embody a daring, inventive persona that resonates with the audience.
Equally pivotal is the personalization of content to cater to the specific needs and aspirations of your target audience. Craft your content to resonate personally, making every reader feel like it’s speaking directly to them. Personalization goes beyond just being remembered—it’s about creating an experience so special that it stays close to the heart.
- Video Marketing: Captivating with Visual StorytellingVideo marketing emerges as an unequivocal force in today’s digital landscape, catalyzed by platforms like TikTok, Instagram Reels, and YouTube Shorts. With their swift and striking delivery, short-form videos effortlessly hook viewers, illustrating a product’s perks with clarity. Short-form videos do more than grab your gaze; they shape transformative moments that bring the product’s purpose and benefits to life.
Well-crafted videos build rapport by stirring viewers’ emotions through impactful imagery and storytelling. Creating a video means you’re doing more than telling a tale; you’re setting up an experience that sticks with your viewers long after they’ve watched it.
- Influencer Marketing: Harnessing the Power of EndorsementIn the realm of influencers, where opinions hold unparalleled sway, leveraging online personalities can be a game-changer. While this strategy demands meticulous selection and patience, the return on investment and the ensuing word-of-mouth ripple effect are monumental.
Allocate a dedicated budget for influencer marketing and collaborate with relevant influencers capable of amplifying your product or service. Influencers can spread the word about your business to new audiences.
- Interactivity: Engaging and ConnectingModern consumers yearn for interactive experiences. Whether through giveaways, quizzes, polls, live events, VR experiences, or launch events, fostering engagement opportunities sets you apart. Encouraging audience comments on social media platforms fosters genuine user interaction.
When you dive into conversations with your audience, you not only hear what they think but also snag some priceless pointers for improvement. Getting to know what your audience digs and how they feel lets you tweak your game plan and products, so they hit closer to home with what people actually want.
- Social Advertising: Cultivating RelevanceSocial ads really shine when you’re zeroing in on the crowd that digs what your brand’s all about. Consider initiating A/B tests to garner initial impressions and statistics before launching a full-scale campaign.
This strategy not only kick-starts immediate sales but also fosters lasting connections with customers. This strategy not only gauges how keen people are but also builds a list of future buyers and shoots out key updates through emails or other means.
- Value Loyalty: Rewarding DevotionIrrespective of the duration of customer association – be it a week or five years – valuing loyalty is paramount for cultivating enduring relationships. Give your loyal supporters a sneak peek with special previews, unique deals, or a behind-the-scenes look at your brand’s operations. Let’s build community.
Leverage email marketing, Facebook groups, or other platforms to maintain direct communication with your audience. If your business operates within the crowdfunding domain, provide direct updates to your backers. To win your customers’ trust and keep them coming back, you’ve got to show ’em that you value their support – consistently.
Striving for Digital Distinction
Competing digitally demands strategizing promotion shrewdly despite limited budgets; ingenuity and selectivity craft distinction.
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Content Quality: The Linchpin of EngagementAmidst the digital cacophony, the quality of your content remains paramount. Exceptional content not only captures attention but also sustains it. However, exceptional content not only captures attention but sustains it.
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Data-Driven Decision Making: Precision in StrategyIn today’s data-rich environment, harnessing the power of analytics is non-negotiable. Harness data’s potential to fine-tune your approach, craft content that resonates, and zero in on what really clicks with your audience. Armed with this detailed knowledge, you’re set to make smart choices that hit the mark for your audience’s wants.
In this context, it’s vital to have a partner who understands the nuances of digital analytics and SEO. A deep dive into analytical insights can unravel patterns and strategies that might otherwise go unnoticed, helping you refine your online presence and reach. It’s about turning numbers into narratives that your audience can connect with.
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Voice Search Optimization: Meeting User NeedsVoice assistants like Siri and Alexa have completely changed how people search, shifting dynamics as more users adopt this hands-free option. Optimizing your content for voice search is indispensable. Grasping what users really want and creating content that nails those voice searches sets you up as a go-to source in the online chatter.
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Mobile Optimization: Seamless User ExperienceIn the mobile-centric landscape, your website must offer a seamless experience across devices. Responsive design, lightning-fast loading times, and intuitive navigation are fundamental. If your mobile site isn’t up to scratch, you might turn people off and harm the trust they have in your brand.
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AI Integration: Efficiency and PersonalizationBusinesses can use AI tools to analyze data, group customers, and personalize service to work smarter, although they must strategically balance costs versus returns. Leverage AI’s smarts to slice through the data, sort your audience into neat segments, and tailor messages that hit home. These tools not only ramp up your efficiency but also let you craft content that hits the mark, building stronger bonds with folks who tune in.
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Thought Leadership: Industry AuthorityEstablishing your brand as a thought leader in your industry is a potent strategy. Dive deep into your field’s trends, host interactive sessions, or share research through detailed reports. Dishing out what you know not only ramps up your brand’s rep but also pulls in folks who’ll hang on to your every word.
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Sustainable Practices: Ethical BrandingIn today’s socially conscious landscape, sustainability matters. Lean into eco-friendly actions—it’s a solid move that proves you care about our environment, and it can really ramp up your brand’s street cred. People really respect brands that get serious about going green—it builds a solid rep.
Crafting a Digital LegacyTo navigate the digital labyrinth successfully, remember that every strategy should revolve around your audience. Hone in on what really grabs your audience, craft experiences they can’t resist, and uphold top-notch quality—your brand will shine through the digital chaos and stick in people’s minds.
If you’re hitting a wall with your digital game plan, we’ve got your back to guide and support every step of the way.
From 1970 to 2020 I was active in the advertising business. The first half of that time was spent working in various agencies in Toronto, on national and International accounts. The second half was spent working in my own small agency which was called Onwords and Upwords, and that was a mix of larger accounts, boutique agencies, and local entrepreneurial businesses.
I started off as a copywriter, but eventually ended up being a little bit of everything. Strategist, Copywriter, Art Director, and Print and Broadcast Producer. In the second half of my career, those skills served me very well and allowed me to work with smaller clients who wanted to grow as opposed to bigger clients who wanted to get bigger and help new businesses who needed to get their brand out there.
Today’s advertising world, especially for smaller businesses, is a bit more complex. But the basics have not changed, only the some of tools and the way they are used. So here is an encapsulation of what I learned. Hopefully, there is some advice here that will help you keep your ship afloat or get it built and launched in style.
Strategy: Without a well-defined communications strategy you will go nowhere. You need to clearly define what your business is about, and what makes your business unique and appealing.
A good strategy has several key elements.
1. Market Situation (who is your competition)
2. Target Audience (both the core group and secondary groups who influence the core group)
3. Main Benefit. This is also known as a USP or Unique Selling Proposition, which will allow you to tell your story in a competitively appealing way.
4. Benefit Support: All the reasons why your brand is so appealing.
5. Media: How best to reach the people in your target audience.
6. Brand Character: This sets the tone and manner for all of your communications be they through media, sales or customer service.
Creative People: Once you have defined your strategy you need to find people or develop the ability to interpret that strategy in a creative way. That can be one person with several different skills or a few people with individual skills. These skills include: Strategic Development, Creative Development, Copywriting, Art Direction & Design (Including Web), Production (in all media)
Sales: This is where the rubber meets the road. When you are selling, your entire performance needs to stay in absolute synch with your strategy. If you deviate, you are, more often than not, going to confuse your prospect.
Sales Training: All your salespeople should be totally conversant with your products and or services and how they benefit the prospects they are talking to. Your communications material is as much for their benefit as it is for that of the customer.
Customer Service: Your business should always be able to deal with customer complaints and queries. This is a key component to developing a solid customer base.
Product Improvement: You should always be working on ways to improve your product and incorporate news of those improvements in your marketing and communications.
Research: As your business grows, research becomes invaluable in terms of helping you define and discover ideas for product improvements and keep up to date on what is being understood and misunderstood by your customer base. Research can also help you probe the potential of expanding into markets you may not have originally defined in your strategy.
Company Culture: Your brand is a very important part of your company’s culture. If you look at any successful brand in the marketplace, you will see that this branding is carried over into all areas of the company’s activity.
A good example that comes to mind is Apple. It is one of the most consistently branded companies in the world. From the design of their products to the quality of their advertising to the presentation of their products and the skills of their salespeople in their stores, there is a remarkable amount of synergy.
A lot of small businesses tend to shy away from studying very large companies since they believe that their marketing would never have any application. Nothing could be farther from the truth. Every large company started as a small business. If you do enough research you will be able to see the history of how some of the world’s best companies got to be that way. Seeing how these businesses started and how they grew will provide excellent insight into the steps they went through to become successful.
Media: A great deal of branding and marketing these days is done online. Finding the right mix of media for your business can be done the hard way, through trial and error, or the much easier way, by hiring a digital media expert to plan a strategy for your business.
In the ever-evolving landscape of modern business, the influence of video marketing has become a pivotal element in shaping the success of companies across various industries. This form of marketing, which encompasses the use of video content to promote products, services, or brands, has seen an exponential rise in popularity and effectiveness. In today’s digital age, where the average consumer’s attention span is constantly challenged, video marketing offers an engaging and dynamic way to capture and maintain audience interest.
The accessibility of video production tools and platforms has made it possible for businesses of all sizes to leverage this strategy, ranging from cheap to very pricey options. The advent of social media and online platforms has further democratized video content creation, allowing even small businesses to reach a vast audience with minimal investment.
The Rise of Video MarketingEngaging the Modern Consumer
One of the foremost reasons for the surge in video marketing’s popularity is its unparalleled ability to engage contemporary consumers. Unlike traditional text-based advertising, video content is more likely to capture and retain the viewer’s attention, thanks to its visual and auditory appeal. This engagement is critical in an era where consumers are bombarded with a plethora of information and advertisements daily.
Versatility and Reach
Video content is not just engaging; it’s also incredibly versatile. Whether it’s a short, snappy video on a social media platform or a detailed product demonstration on a website, video can adapt to suit various contexts and audiences. Moreover, the reach of video content is vast, thanks to the global penetration of the internet and the popularity of video-sharing platforms like YouTube, Vimeo, and social media sites.
The Impact on BusinessesBoosting Brand Awareness and Conversion Rates
For businesses, the impact of video marketing is multifaceted. Firstly, it significantly boosts brand awareness. A well-crafted video can convey a brand’s identity, values, and message in a way that is both memorable and impactful. Additionally, video content has been shown to improve conversion rates. According to various studies, consumers are more likely to purchase a product after watching a related video.
Enhancing Customer Engagement and Loyalty
Video marketing also plays a crucial role in customer engagement and loyalty. Through videos, brands can create a more personal and emotional connection with their audience, fostering a sense of trust and loyalty. This connection is particularly important in the age of social media, where consumers expect a more authentic and engaging relationship with brands.
Cost-Effective Marketing Strategy
Contrary to popular belief, video marketing can be a highly cost-effective strategy. While high-quality, professionally produced videos may require a significant investment, there are also many low-cost options available, particularly with the rise of user-generated content and affordable video editing software. This flexibility in cost makes video marketing an accessible tool for businesses of all sizes.
Challenges and ConsiderationsNavigating the Saturated Market
However, the growing popularity of video marketing also presents challenges. The market is becoming increasingly saturated, making it harder for individual videos to stand out. Businesses must be creative and strategic in their approach to video content, ensuring that it is not only high quality but also unique and tailored to their specific audience.
Keeping Up with Evolving Trends and Technologies
Moreover, the rapid evolution of digital technology means that businesses must stay abreast of the latest trends and innovations in video marketing. This includes understanding the shifting preferences of consumers, as well as the new tools and platforms emerging in the market.
ConclusionThe impact of video marketing in modern business is profound and far-reaching. Its ability to engage consumers, enhance brand awareness, and drive sales makes it an indispensable tool in the marketing arsenal of any business. However, success in video marketing requires a strategic approach, creativity, and an understanding of the latest trends and technologies. As the digital landscape continues to evolve, video marketing will undoubtedly remain a key player in shaping the future of business communication and advertising.
Businesses face challenges as they seek to scale and grow effectively. An aspect many businesses overlook is having clean CRM data. This is vital; large companies might have the resources for CRM management, while small companies might need more resources. Since small companies don’t have the resources for this, it is more important that they ensure their data is current and accurate. So, let’s find out the benefits of having clean sales data in CRM.
Reduces data costData has a direct effect on a business’s revenue generation. It is essential to have cost-effective solutions for CRM data collection, storage, and curation. Data quality determines the cost of maintenance. Data costs rise based on volume, age, and how you manage it. The solution to this is a data management process.
Improve sales and marketing effortsOnly accurate or complete data can have adverse effects, primarily on your sales and marketing team. You get effective and efficient marketing campaigns with clean data, leading to higher customer acquisition rates.
Superior customer segmentationClean CRM data allows you to effectively segment your customers and create targeted marketing campaigns that would convert. This leads to an increased engagement rate and more significant ROI.
Market and customer insightsClean data also allows you to gain priceless insights into your customers. You can improve your current services or product offerings, sales or marketing methods, and even customer service processes. There are endless possibilities. Additionally, clean data shows you new opportunities in your current or entirely new market.
Improved efficiency and productivitySaving effort and time is essential for every business. Clean data allows you to streamline your workflows and focus on calculated initiatives that would increase business growth. With clean data, there would be no tedious tasks.
Additionally, a well-maintained database also helps increase business productivity. A clean database can save time since employees will take time to understand it. Additionally, they will try contacting customers with outdated information or create invalid reports. Clean your data to ensure your employees can use their office hours adequately.
Enhanced data integrationMany businesses integrate their data with other applications and systems. A clean system can streamline workflows while improving your business operation.
Improves decision makingCustomer data is a significant part that determines decision-making. Dirty data can negatively influence the decisions made in every department of your business. From product development to sales to customer service and marketing, there are many decisions to make, and dirty data can cost you a lot. You can gain business intelligence and better analytics with clean data, translating to better decisions and overall business success.
Gain competitive advantageEvery business aims to remain ahead of its competitors. Leveraging clean data can give you this edge that will set your business apart. With optimized processes, better customer experience, and data-driven insights, your business has unlimited potential.
EndnoteData cleansing isn’t only a process. It has the capability of changing your business. You can succeed with improved customer experience, data quality, increased revenue, better customer segmentation, competitive advantage, and better decision-making.
In today’s digital age, online reviews have become an integral part of the consumer decision-making process. Their impact on businesses, ranging from small local shops to global corporations, is huge and can have a huge effect on the success of the business. There are various review platforms that can be used, such as the Edge Employee Driven Growth Platform.
It is important to remember that how a business responds to reviews, both positive and negative, also plays a crucial role in shaping public perception. Responsive and empathetic handling of customer feedback demonstrates a business’s commitment to customer satisfaction, further cementing trust among existing and potential customers.
In this article, we will look at three key reasons why online reviews are essential for businesses today.
Why These Reviews Are Vital
There are many reasons why online reviews have become so important for businesses. This includes:
Building Trust and Credibility
In a world inundated with choices and information, consumers often turn to online reviews as a trustworthy source of information. Reviews act as a digital form of word-of-mouth recommendation, providing potential customers with unbiased opinions from those who have already experienced the product or service. A substantial number of positive reviews can significantly enhance a business’s credibility. According to studies, consumers trust online reviews as much as personal recommendations from friends or family. This trust translates into a powerful tool for businesses to build and maintain their reputation.
Influence on Consumer Decision-Making
Online reviews have a direct impact on consumer behavior. The vast majority of online shoppers read online reviews before making a purchase. Reviews offer valuable insights into the quality, functionality, and overall satisfaction level of a product or service, influencing the buying decision. Positive reviews can directly contribute to increased sales, while negative reviews provide businesses with an opportunity to improve and adapt based on customer feedback.
In addition, the volume of reviews can be a factor in decision-making. A product with hundreds of reviews, even if not all are positive, may be perceived as more reliable or popular than a similar product with only a handful of reviews. This underscores the importance of encouraging customers to leave reviews to build a crucial digital footprint.
Enhancing Search Engine Optimization (SEO)
Online reviews also play a significant role in search engine optimization (SEO). Search engines like Google consider the number and quality of reviews when ranking businesses in search results. A consistent flow of positive reviews can improve a business’s visibility on search engine results pages, making it more likely to be discovered by potential customers. In addition, reviews often contain keywords relevant to the business, which can further boost SEO efforts. As customers describe their experiences, they inadvertently use terms and phrases that other potential customers might use when searching for similar products or services. This user-generated content enriches the business’s online presence, contributing to higher search engine rankings.
As you can see, online reviews are a crucial component of modern business strategy. They build trust and credibility, influence consumer decisions, and enhance SEO efforts. In an increasingly competitive market, harnessing the power of online reviews can be a key tactic for businesses aiming to thrive and grow in the digital world.
Occasionally, it pays us to slow down to consider all possibilities to speed up our business and other endeavors. In the current age of scams, the older advice suggesting we stay away from offers too good to be true comes to mind. However, the other side of the issue will be, what if we are throwing away a remarkable opportunity?
My StoryMost have experienced being taken advantage of in the past. But as we gain experience from the incidents that we long remember, we can realize the better path for discerning whether an offer is too good to be true or is potentially legitimate. Some will say, ‘don’t waste your time; just pass.’ However, when considering the ‘what if it can materialize into something good?’ it’s worthwhile to give the offer due consideration. Either way and at the very least, we must consider the possibility and then strive to learn more.
- Thoughts for consideration:
- Does the offer align with my purpose and interests?
- Will there be a steep learning curve?
- Are there steep fees hidden for now?
- Do the people behind the scenes sound credible, and will I enjoy working with them?
- If I proceed, will additional fees be requested, and what are the next steps and all the following to consider?
Online searches make it easier to decide whether the person, people, and company are credible. We can look up reviews and read the commentary from others. But the human-to-human touch is always best, and it makes good sense when credibility is at stake to request a phone or zoom call to learn more.
It’s easy to dismiss an unusual offer to avoid much extra work. On the other hand, we may miss out on a rare opportunity making the time spent well worthwhile. By asking questions to learn more, we gain the insight to make an informed decision.
My experience has been that upon accepting a special offer, the opportunity continues expanding connections I would not otherwise meet. The initial questions I ask upfront are similar to the following:
- What will be the process for working together?
- What motivated you to ask me to join forces for my insight and begin working together?
- What are your rules for partnering?
- Is there anything else you would like me to know?
After all my questions receive the answers I need, I will reread the company information online, plus the reviews. I will ask about legal agreements and their processes if everything appears in order and with integrity. Upon passing all hurdles, we test working together to smooth out rough spots and make it a successful partnership.
I will only accept the offer if their credibility appears 100%. But should doubt exist in any form, I may first consult with an attorney if necessary. It is always essential to protect ourselves and our companies before we proceed. Once everything is in order and we begin working together, the enjoyment and robust business outcomes make the entire verification effort well-worthwhile.
Your Story: Offers Too Good to Be TrueIf you have ever mistakenly decided solely in favor of another, sadly most of us have, then it will be wise to review how we perform today. You should avoid the potential slippery slope if you are new to the business or a long-time participant.
It is best to maintain the principle of 50-50; everything is equally divided or shared.
If you intuitively feel something isn’t right, listen to it, dismiss the possibility, and seek out more trustworthy others. One way to secure good opportunities is to network with similar-minded people.
Values and priorities are in sync, the conversations are enjoyable, and creative ideas stimulate your mind.
In Conclusion: Offers Too Good to Be TrueThere is magic in the right offer; it becomes a win for everyone involved. Accordingly, everyone is generally happy, and new possibilities add to the mix, making it a lucrative effort for all. With all the effort put in upfront and income increasing, it becomes almost magical that the initial offer works out as well as it does.
We all use Instagram to post pictures and stories and get likes and comments. More than that, we use it to check out what others are up to. But there is a different perspective through which businesses see Instagram– a platform for reaching current and potential customers.
As a result, more and more businesses are hopping on the idea of using Instagram as a marketing tool. Since it is a free and easy-to-use application with a vast user base, it is considered useful for growing a business.
In that regard, any startup must include Instagram marketing as a crucial part of their marketing strategies. This platform can help you build a brand image and sell products and services. Moreover, it authentically connects you to the audience to build personalized relationships, exhibit your unique voice, and grow your following.
That said, every business has an Instagram account, and not all are successful. Therefore, it is essential to understand how to navigate the avalanche of content on Instagram and plan and execute an Instagram strategy.
So, let’s guide you through the tips to make the most of Instagram for the success of your startup.
Quick disclaimer: to use Instagram and make the most of its tool, you need the internet, as in reliable internet to ensure you are not left stranded in the middle of a live session, for example. Therefore, we would suggest subscribing to Spectrum Internet, which offers high-speed internet and 24/7 customer service. You may check with Spectrum Servicio al cliente (For Spanish customers) to learn more.
Anyway, check out the tips below:
- Focus on Posting Quality Content
Instagram is a social media tool primarily used to connect with others and for entertainment. The proportion of entertainment, however, is high. The users tend to engage with pages that offer unique, creative, and relatable content. They share amazing content on their stories, feeds, and with followers through DMs. Therefore, creating good content can help a brand get more reach and followers.
As a startup, you must plan well ahead for your content strategy for Instagram. From deciding on the theme of the posts and formats to type of the content, you must ensure it piques the interest of the audience. Make sure your content is sharable to drive high engagement.
You can post creative and attention-grabbing posts, stories, IGTV, and reels. However, it is important to know that although Instagram is known for images, videos, and reels, it has already taken over. From Instagram stories to IGTV, video is the most enticing format for content on Instagram– or any other social media platform.
- Engage with Your Audience
Instagram is a low-key personal branding site where you showcase your products and services without sounding promotional. Moreover, its features like direct messaging, likes, and comments make it a conversational platform. Therefore, it can be said that it bridges the gap between brands and audiences. You must leverage all these features to engage the audience in meaningful interactions in all your business capacities online. Doing this can help you make close ties with your audience and get more conversions.
For example, you may go live and show what you are doing at the moment or provide a sneak peek into behind-the-scenes product formation processes. These are simple yet key tactics to engage customers.
What’s more, you can reply to comments quickly and keep the engagement rolling. You may run contests and giveaways and ask questions. Giving shoutouts to followers who mention your brand or products is another way to keep your customers engaged.
- Leverage Influencer Marketing
As deduced by Influencer Marketing Hub, Instagram is the most popular social media platform for Influencer marketing. It is said that a great number of businesses are willing to dedicate half of their marketing budgets to influencer marketing.
Well, influencer marketing refers to the process of brands collaborating with online influencers to market their products and services. The influencers are no less than celebrities on social media. They have the outreach you need to grow your business. Partnering with them can significantly increase your social media outreach.
For example, social media influencers may post a picture, video, or story regarding your brand or products, and you will get more reach with that. It simply works best to improve brand recognition.
Therefore, it has become a crucial part of Instagram marketing. For your startup, you may begin with small, but eventually, you will have to partner with high-profile influencers.
- Use Hashtags
Hashtags are crucial to use on Instagram; they provide a quick and easy way to expand your reach when you are marketing. All you have to do is add a few hashtags relevant to your content under your pictures and videos, and that will help users find you easily and better your chances of growing your business.
- Run Targeted Ad Campaigns
Efforts to get followers organically will remain part of your marketing campaign forever. However, to get quick and quality leads, it is important to run targeted ads. In this way, you can save your time and effort as not everyone on the platform is your audience. You must filter Instagram users and create targeted ads to get conversions.
Final Thoughts
Instagram is a handy tool for individuals and businesses alike. For start-ups, it can fuel growth if used correctly. Check out the aforementioned tools to understand how you can use it for the growth of your business.
Most people will find the blog headline ridiculous as they ponder how roadblocks can be good. But that’s the starting point upon stopping for a moment to contemplate everything around us fully. As previously stated, ‘Roadblocks are our gifts in disguise.’
One strategy in a single word saves the day, ‘Focus!’
My StoryMindset Encompassing Determination
On a positive note, when we halt all activity at hand to consider all sides of an issue, including every perspective, and all possibilities, we can guide ourselves to the next best option. Of course, aggravation enters the mindset, but we can get to a better point with focus and attention to every detail affecting the situation. Determination is also an essential ingredient.
It’s no secret that I would not be at this point if it weren’t for all the harassment and predictions of my failures throughout the years, alongside actual mishaps themselves. The seemingly awful
conditions put us on a more dynamic path when we are willing to examine every detail to realize how to achieve our desires. Occasionally, it may feel like I’m standing still, losing time and possibility. Still, by focusing on the situation to realize the better path forward, we gain extra momentum with determination front and center in our mindset.
Compassion ~ Empathy
Another success factor is to work on behalf of many, giving our support however we may. A helping hand generally returns more to us than we can imagine. And helping others can include asking them to share their story and experiences as we carefully listen. It works wonders for businesses to have clientele do the same because most people are short on friends or simply having someone listen to them concerning their experiences. The effort is known as empathy and compassion.
Mental and Physical Health
As I progress into new decades of life, I witness people needing to take steps to accomplish their desires. They sit back to have people take over by deterring them from their focus, preventing their ability to adventure forth. Worse, they decide that since they could not achieve their desires in their younger days, they stop watching their diet and exercising. The worst effect is that due to wondering, ‘what’s the use?’, they become consumed with illness and, worse, dementia.
The Attitude for a Win-Win
The sales term ‘win-win’ applies as we grow into whom we want to become while serving others. By focusing on our goals and desires to help others, the goodwill boomerangs back to us. Negativity endures hearing loss, and positivity appears more often to surprise us. Better yet, we find our best friends and colleagues who possess a similar attitude; they plow forth against all odds as they teach others what to avoid and what to heed.
Your StoryLet’s imagine that someone foolishly put you down, told you your idea won’t work and that you may as well give up your ambition. What will you do? Will you reluctantly agree, or will you push forward to prove the person or people wrong and that you can accomplish whatever your heart desires?
Sometimes it is best to imagine the worst possible situation to regain motivation for attempting what you hear as impossible.
By donating your time to a community of interest to listen and learn from participants, you may renew your ambition to proceed with your beliefs for the proper footing. Again, it’s a win-win for all those exchanging insights.
Additionally, upon moving forward with your ambitions to realize what does not work well for you and what does, you build up a library within to share the information with larger communities. The idea of a product line, partnerships, collaborative efforts, and much more may come to mind enabling more significant numbers of people to achieve their desires.
Appreciation of you and your work will set in more ways than expected. Seek out those willing to support your effort and vice versa to grow a robust audience. Begin today!
In Conclusion: Do You Realize that Roadblocks Can Be Good?
Our life is an individual effort, and up to us as to how we play it out. Accordingly, when we experience attempts to stop us, it’s best to figure out ‘the why.’ Sometimes jealousy is a factor, and other times, misunderstanding. Nevertheless, if we want to live a fulfilling life, examining the episode from all vantage points will lead us to leap forward and further than previous expectations.
If you want to improve the productivity of your organization, and particularly your sales team, focus first on the structure. When you change the structure, you change the behavior of the people who operate within that structure. Let me explain.
Witnessing the news unfold, plus hearing and experiencing stories, three disciplines for unique achievements come to mind. The three are purpose, passion, and planning. Omitting any one concept will make more extraordinary achievement(s) unlikely. Additionally, background circumstances for each will impact your effort, making it necessary to be observant on multiple levels.
My Story
With the rise of remote work and activities on social platforms, information comes to us quicker than ever before and is far more prevalent. It’s challenging to make time for everything necessitating prioritizing what is essential for work, what speaks to our interests, and then confirming the reality of an exciting idea and its legitimacy. By implementing the three disciplines for greater achievement outlined below, you will increase your odds for the better.
Poor Salesmanship Lacks Curiosity, Inclusion, and Respect for All
Most of us are in business or the sales profession to grow our incomes. First and foremost, we must be friendly and respectful of everyone we meet, regardless of age. My real-life example was yesterday when I visited a highly recommended e-bike store. Biking is in our blood, and the time is now for a new e-bike.
Upon entering the store, the salesman was reluctant to come over; when he finally did, he was uninterested in our attempted communication. Instead, bewilderment was on his face believing we are far too old to be riding bikes, let alone e-bikes, which is not common among our generation.
Making incorrect judgments kills sales, and the story makes a case for becoming familiar with the thoughts of multiple generations. When we left the store, we agreed to find another shop that sells the same brand of e-bikes. It is far better to hold an open-door policy for varying thoughts from a wide range of people to enhance our goals and outcomes.
Passion
Recently an exciting opportunity came my way with the tone of, ‘Don’t worry, we will take care of everything.’ But for a paid event of any type to occur, we must check into all that it may entail and what we need to know behind the scenes. The one offer uses a platform with which I am unfamiliar. Therefore, I asked another person of a younger generation about her thoughts concerning it. Sure enough, she is very active on the social site, letting me know that it requires much time and activity and can become complicated for many. Although of much interest, the project in question costs money, but worse, it would drain my time and attention for what needs to take place behind the scenes. The person’s advice was to decline the offer, which I did.
Purpose
Upon gathering years of experience, we sometimes surprise ourselves by realizing our purpose for moving past barriers to be where we are today. Although we may be proud of what we have overcome, every person still has much to learn in the years ahead. We can never assume we have all the answers because we don’t. Applying the concept to sales and business, when any uncertainty appears, it is best to ask the first question to potentially have many more follow until everything undergoes clarification for a better decision ahead. Otherwise, our learning declines, and the reality of our proudly producing more significant achievements diminishes greatly. From a business mindset, prospective clients typically appreciate our curiosity, admire us striving to do our best, to reward us with a sale.
Another variation of diversity and inclusion is asking generations different from you the concerning questions on your mind. For example, younger people will know far more about newer platforms and technology. Conversely, older people have far more experience earning them some wisdom with specific insights. For life purpose matters, it’s best to consult with someone likely to guide you in a better direction, and that is likely to be a person of an older generation.
Proper Planning
One example we can take from the news is that of the train derailment in Ohio. Completely ignoring indications of mechanical issues on one of the railcar axles, restrictions were relaxed, affecting the braking system. The train wreckage was quickly followed by a spread of chemicals adversely affecting East Palestine residents.
According to an online search, the crew did receive a wayside defect detector shortly before the derailment indicating a mechanical issue. Adding to the mix of upfront issues is that many blame the cutbacks on railroad jobs as partially to blame for situations like we’re seeing now in East Palestine.
Whether our job is to protect ourselves, staff, or residents, it begins with proper planning and admitting to necessities that cannot and should not be overlooked. Otherwise, physical and mental health is adversely affected, and business is dealt a big blow. Proper planning includes the three essential disciplines for greater achievement.
In Conclusion: Three Disciplines for Greater Achievement
Our responsibility is to heed proper planning as a part of the three disciplines for greater achievement. Purpose, passion, and proper planning can lead us to a better tomorrow. But by not adhering to the three fields for more significant achievement, we are likely to affect our health and mental status and witness a deterioration of the business.
In this episode of The Sanity Project Podcast, host Joanne Victoria interviews LinkedIn expert Daniel Alfon about how to use the platform for business success. They discuss the importance of having a strong LinkedIn profile, identifying, and reaching out to ideal readers, and the counterintuitive nature of LinkedIn. Daniel provides practical tips for adjusting visibility settings, building a high-quality network, and creating educational content. They summarize the key takeaways, emphasizing the value of investing time in a strong LinkedIn presence and leveraging the platform’s capabilities. Overall, the episode provides valuable insights for business owners and entrepreneurs looking to improve their LinkedIn strategy.
Quotes* ‘Focus on your profile, not your company page.’ * ‘Treat your profile like a website.’ * ‘Create educational content.’ * ‘Invest time, not money.’ * ‘Determine what action you want the reader to take.’
Discover the three fundamental aspects of successful communication – Active Listening, Empathy, Rapport Building, and Asking Questions – and learn how they can help you grow your business and allow you to nurture relationships. Through good and bad examples, as well as practical tips for improvement, this presentation offers valuable insights to revolutionize the way you connect with others. If building profitable relationships with clients and customers, colleagues, and peers is important to you, listen or watch this podcast for simple, yet strategic ways, you can enhance your communication skills, so you communicate more effectively.
Yvonne A. Jones is a Relationship Building Strategist, Business Catalyst, Best-Selling Author, and International Speaker with a warm, caring, yet confident approach.
Yvonne A. Jones provides mature women business owners and professionals with a comprehensive solution to boost their profits without the need to become marketing experts. Utilizing her Profitable Relationship Building framework, Yvonne empowers her clients to increase their income and impact by developing and nurturing relationships with customers, prospects, partners, and colleagues, paving the way for efficient and thriving businesses.
Yvonne’s unwavering commitment to exceptional customer service and the customer experience garnered her recognition on HuffingtonPost.com as one of the “Top 100 Most Social Customer Service Pros on Twitter to Follow” and on GetApp.com as “One of the Top 15 Most Influential Customer Service Experts to Follow on Twitter.” In 2018, 2021, and 2023, Alignable honored Yvonne as Small Business Person of the Year for the towns she resided.
Yvonne treasures her Florida lifestyle, which provides her with the opportunity to embrace her passion for gardening and immerse herself in the vibrant beauty and diversity of flowers and shrubs that surround her.
Living by her mantra, “Focus on relationships; the money will follow,” Yvonne A. Jones demonstrates heartfelt and genuine dedication to her clients, inspiring them to cultivate meaningful connections and achieve lasting success.
"Increasing awareness of your body language and that of others will enhance your conversations exponentially." ...
"Building relationships and networking are essential for branding and business success, as people tend to invest in individuals they know and like." ...
"Building relationships with customers, clients, peers, and mentors who become your advocates is something Dortha highly recommends." ...
"Should we move from the notion that winning is a solo event to the idea we can benefit society, we may accomplish much more than we already do." ...
"To close sales, you have to do the work. The way you present yourself, the story you tell, and the way that you relate to your dream client, all play a huge role in potential conversion." ...
"By leveraging the power of kindness, companies are reshaping the business landscape, proving that empathy can lead to extraordinary outcomes." ...
"The time and the company we keep are to feel safe for sharing our secrets and, quite possibly, what leads us to realize our life purpose." ...
My partner and I decided we needed to learn, understand, and implement a marketing and promotion program to create and execute campaigns to give our books and those of our clients the best opportunity to become a #1 bestselling new release and/or #1 best seller.
Why did we do this? After writing books that did not achieve what we hoped, we invested time, effort, and money to first understand the publishing/distribution/marketing business and second to develop a sustainable and repeatable program. We interviewed authors who had experienced success and disappointment. We learned how to identify and overcome the landmines, myths, and obstacles that negatively impact authors.
We tested the program on ourselves before offering it to clients. We now have multiple bestselling books. In May of 2021, our Trust the Process – Book Marketing Program was offered to clients. How has that worked?
In the 22-month window from May 2021 to March 2023, our campaigns have produced 11 consecutive Amazon #1 bestselling new releases in multiple categories and two award-winning books.
Our message to authorsSo, you want to write a book. As hard as that is marketing/promoting and selling your book is even harder. The average for book sales is 250 copies. The author makes on average $500. Did you pour your heart and soul into writing a book for this? Don’t you want more? What are you doing to make your book stand out? Do you have a marketing/promotion plan BEFORE your book is finished? The sad fact is most authors do not have any type of marketing/promotion plan.
Let’s look at the facts:* 200 million Americans say they want to publish a book. * Somewhere between 600,000 and 1,000,000 books are published every year in the US alone. That is at least 11,500 books published each week.
Let’s look at the myths:As stated above, the sad fact is that most authors do not have any type of marketing/promotion plan. They mistakenly assume the publisher or editor or illustrator or writing coach will do the marketing. Publishers publish. Their job is to get the book finished and ready to be released. They do not run marketing campaigns. It is up to the author to market their book. Most do not have the expertise or the time to create and execute a comprehensive marketing and promotion campaign.
Most authors do not understand all the steps for a book to go from an idea to a finished product. Initially, I didn’t understand the process and was misled or completely misunderstood the marketing & promotion process. Here are the eight common steps to get a book from idea to a product. Note: none of the eight include marketing and promotion of the book.
- Write the book: Start with an idea or a concept. It is best to start with something you know. Try to visualize how you see the book flowing. Write your thoughts and arrange them in the order according to the flow in your mind. This is the creative part of the process. Most authors think this is the hardest part. It’s not. This is just step one.
- Edit the book: The author makes their best effort to edit the book, but as we all know editing what you wrote does not usually go well. Authors tend to see what they intended to write not what is on the page or computer screen. This is where a publisher usually comes into play. Most books will need a line edit and copy edit.
- Line Editing is focused on the content, style, and language used within the manuscript. A professional line editor may point out sections that can be improved, parts where the style is inconsistent, issues with pacing, or overuse of certain words or phrases throughout the manuscript.
- Copy Editing is focused on making sure a piece of writing is accurate, clear, and correct. For example: checking the facts; checking the math; ensuring that the writing is free from libel, plagiarism and conforms to the ethical standards of the publication and the profession.
- Proofreading: Review the manuscript for corrections. This may require two or more rounds of editing for a manuscript of 60,000 words.
- Final Proofreading: Review the entire manuscript plus interior formatting review and confirm proof. Final edits are made as needed.
- Manuscript Review: Author approval or comments and corrections. This may occur two or more times.
- Book Design and Cover: Design of front and back cover with author’s approval
- Publishing the book: Self-publish or contract publishing
- Distribution of the book: This is order fulfillment not marketing or promotion. The author can do it themselves. Contract with a publisher or use Amazon for order fulfillment.
The publisher will market the book myth:We just went through the eight common steps in the publishing process. None of them include marketing and promotion. The publisher may write a press release or social media post. The burden of marketing a book falls directly on the author, not the publisher. Publishers publish they do not market or promote. We do.
In Penguin Random House/S&S antitrust trial it was revealed that out of 58,000 trade titles published per year, half of those sell fewer than one dozen books. LESS THAN 12 BOOKS!!!
I will post to my social media myth:Large social media alone is not enough. While becoming a published author is a major ego boost, very few receive income or effectively leverage their book to expand their brand and business. Far too many authors equate likes, followers, and social media connections with increased revenue. Nothing is further from the truth. Never confuse activity with results.
“The pop star Billie Eilish, who now has 102 million Instagram followers and 6.7 million on Twitter, sold just 64,000 copies of her self-titled memoir from May 2021 to December, according to the New York Times. Justin Timberlake, who now has 64.5 million followers on Instagram, only managed to sell 100,000 copies of his autobiographical collection of observations, Hindsight, in the first three years. And the media personality Piers Morgan, who has 7.9 million Twitter followers and 1.8 million on Instagram, managed to move just 5,650 U.S. copies of his book, Wake Up: Why the World Has Gone Nuts, from September to December.”
“If being a celebrity with millions of followers does not guarantee high book sales, what does? Is there any hope for the rest of us?”
~ The Enigma of Book Sales May 9, 2022, By Alesha Brown
Trust the Process – Book Marketing ProgramWhile no campaign can guarantee a #1 bestseller, our campaigns dramatically improve the odds. They are a proven layered multi-step process to build a brand that will significantly increase exposure, awareness, authority, credibility and ultimately create multiple streams of revenue.
Consistency and frequency of the message matter. One post, email, letter, or Facebook live is not effective. For example, everyone knows Coca-Cola and Mcdonald’s, yet every day we see ads, commercials, etc. for these products. Our campaigns keep your message in front of the target market.
The key is to surround yourself with people who have been where you want to go. Keep in mind, many people, friends, family, colleagues, associates, etc. will offer their opinions and ideas on how the author should release and or promote their book. Most have never created and executed such campaigns. The secret to walking on water is to know where the rocks are! We will show you where the rocks are!
Executing a successful marketing/promotion strategy requires the cooperation of all parties including but not limited to; the author, writing coach, adviser, and publisher, who must agree to follow the steps listed in the Trust the Process Statement of Work and take subsequent instructions from.
When does a campaign startWe start our campaigns before the book is finished. The best campaigns build a groundswell of demand before the book is released.
Three stage campaignOur base-level campaigns have three stages.
- “Priming the pump” in anticipation of the book(s) launch.
- Launch campaign
- Post-launch follow-up
The investment will vary depending on the level of depth.
Are you ready to take control of your marketing/promotion? Let’s see.* Why are you writing this book? * Have you written a book before? If yes, What were the results? Did it achieve #1 bestselling status in any category? * Are you looking to leverage the book to create multiple revenue streams? * Are you willing to invest in your marketing, and promotion campaign? * Are you willing to be coached? * What genre is your book? * Are you willing and able to commit to and follow the campaign – prelaunch, launch, post-launch – potential multiple-month contract? * Are you willing to invest in your book’s success? * Will you put in the time and effort to do the tasks assigned to the author? * Do you have an email list and an email program (MailChimp, Constant Contact, etc.)? * What organizations do you belong to as a member, adviser, volunteer, etc.? * Who is your publisher? They must be willing to follow our plan (post the book where and when per the plan). We can suggest a publisher if needed. * Do you need someone to assist you with the writing, formatting, and editing?
As you move through the decision process to write a book, you will hear many stories and claims from publishers, editors, illustrators, friends, and associates. Ask yourself this question, who has created and executed marketing and promotional campaigns that have achieved 11 consecutive #1 bestselling titles and two award-winning books in 22 months?
Magic happens when people Trust the Process. Message Melissa Van Oss or Frank Zaccari on LinkedIn. Let’s talk.
Please stop for a moment to consider your deepest desire before paying attention to our blog question, ‘What do clients truthfully want?’ Most people want to believe that their thoughts matter and desire acceptance in social and business settings. Most people relent that their ideas are not understood, others ridicule them, and often they feel very much alone to wonder if their effort is worthwhile. And then the idea of quitting comes to mind, although it isn’t their heartfelt desire deep down.
NOTE: Treat your prospects and clientele as humans.
My StoryWhether we encounter people personally or professionally, we each want to feel a warm welcome and a sense of appreciation as we communicate our thoughts. Similarly, clients quickly evade attempts by salespeople who only have the sale in mind, not the person or the company in front of them.
Take the ChallengeThe best first step for most is to imagine being the client as an impostor mirrors your behaviors. Observe the impostor’s behaviors and patterns as they speak to you about the fantastic products and services they expect you to purchase.
The burning question becomes, would you purchase or quickly ask the impostor to leave the premises and never return? In all seriousness, it is a burning question because if the clients do not desire our return, we burn a hole in our potential income and potentially run the risk of the job and career. It’s a serious matter as during my sales career, I witnessed a hefty ongoing turnover at all companies I worked for. Seeing their egos at the sales office confirmed that their nonstop talking took over on sales calls.
Embrace Q, L, C: Question, Listen, ClarifyGaining a sound footing with a new prospect, it is best, to begin with questions to encourage the other person to start talking and gradually open up. For starters, inquire why they made time to see you and what caught their interest.
Although people are unique, commonalities among many appear as to what caught one person’s interest. Listening to answers is essential for building one’s sales repertoire. Not only will you soon realize the valid interest points, but it also opens doors wide for upper management. By sharing attention-getting insights in team meetings, the company’s executives will realize better strategies for advertisements and marketing.
As people speak, questions generally arise. Most people are embarrassed to either say they need help understanding or are too busy to make the sale. Either way, they miss opportunities for further business growth. The idea of asking for clarification demonstrates that you are honest and will likely be accommodating upon working together. Taking it one step further, sometimes an answer is cloudy or will raise more uncertainty. It is best to ask all related questions until no more come to mind.
The QLC routine signifies the following:– Humility is within you, and potentially integrity, too.
– You stand out from the competition and could be a friendly easy-to-work-with provider.
– You care about delivering your best.
Your Story: What Do Clients Truthfully Want?An excellent habit is to review our best and worst experiences to compare the results. Of the better experiences, recall similarities in approach, conversation, and each outcome to know what to continue doing and potentially maximize. Underlying the effort is to realize which habits are distracting to discard. Upon making it a routine practice, efficiencies will encompass the overall strategy for more robust results. You will answer, ‘What do clients truthfully want?’
Toward the end of a sales career, you can pass the knowledge in action on to younger people via your products and services. The community spirit will enable you to accomplish more than you thought early in your career to find fulfillment in a satisfying journey.
In Conclusion: What Do Clients Truthfully Want?Prospective clients seek out amicable relationships whereby they are comfortable trusting the representative. Even better, they look forward to future meetings that include tasteful laughter. The professionally friendly style of doing business relaxes almost everyone. Better yet, the process turns into a returning and referring clientele known as The Smooth Sale!
When you need to stand out to customers, giving the right kind of corporate gifting that even matches your brand archetype provides for an unforgettable experience. Learn more on how to pair the gift to match your brand in the infographic below:
If you partake or want to partake in interviews, one of the first things you may encounter is the fear of going on-camera. Why? Watch the Video I Made for You to Get My Reasons.
Being a consistent sponsor or guest on traditional, mainstream, or Web TV to reach and engage with audiences that equate to your ideal customers may seem like a low-priority expense today when compared to advertising, marketing, and promotion via Facebook ads, Instagram posts, TikTok videos, and Social Media Trends. But when it’s done right, TV can provide immense benefits—helping your business engage, inform, and entertain.
Brilliant ValueWhatever your marketing budget, TV sponsorship/advertising and guest appearances give you three bags full. Did you know that TV is almost half the average price per 30 seconds of YouTube? And 17 times cheaper than other online video advertising? These other forms of video cost advertisers more because of their cost-per-start trading model and the ease with which users can avoid the ads.
And this is before you consider all the other environmental and quality factors that distinguish TV – its high ad completion rates, full-screen viewing, high-quality and brand-safe content, the fact that it is watched so much with other people, all of which influence what matters most: effectiveness.
Makes You KNOWNTraditional, mainstream, or Web TV turns brands into household names, making you shine in the spotlight and twinkle like a big star. Why is this important? Because being KNOWN is important in advertising. Marketing effectiveness researchers Les Binet and Peter Field have repeatedly shown that campaigns with notoriety at the core of their strategy are easily the most effective at creating large business effects like sales and profit. In fact, they are 50% more likely to create these effects.
TV’s scale and reach are unbeatable. You can’t become KNOWN if no one has heard of you. And brands on TV are making a very public promise, which, as Ogilvy chair Rory Sutherland points out, is powerful in itself: “Public promises carry more weight,” he says, “hence why the words ‘as seen on TV’ are more convincing than ‘as seen on a post on Facebook’.”
The fact that both traditional, mainstream, and online TV is a shared experience also contributes to its BE KNOWN-making power. Viewing TV and its advertisements creates opportunities for personal recommendations, generates conversation, increases memory, and intensifies emotions. Everything you want associated with your brand and business to stay top-of-mind in your customer’s minds.
Signals SuccessIn all forms of publicity, promotion, and advertising, it’s not just what you say that counts, it’s where and how you say it. In all its forms, TV is proven to be heads, shoulders, knees, and toes above others at driving the strongest fitness, social, popularity and success signals, and to outperform other media at suggesting brand quality, self-confidence, and strength.
The Lowest RiskEvery business and brand worries about the economy. They want visibility & exposure, and reassurance that their media/marketing dollars will deliver results. During the best of times, rolling the dice might be an option. In these times, we choose the safest bets possible on our investments.
While this is difficult to predict and even guarantee, recent research by Gain Theory, MediaCom, Wavemaker, and Mindshare found that the variability of returns differs significantly across different forms of promotion.
On & offline TV emerges as the safest bet: broadcaster video-on-demand (BVOD) is the least risky of all video channels, delivering just 20% of variance compared with the median return, followed by linear TV with a variability of 24%.
It’s for EveryoneButchers, bakers, candlestick makers…TV’s reach is extended to everyone: every sponsor/advertiser, every interviewee/guest, every marketing budget, every audience.
In 2022, linear TV and BVOD combined reached 90.3% of the adult population each week. BVOD, in particular, is vital to younger audiences, accounting for 26% of their broadcaster viewing (more than double that of the average viewer).
More and more brands are turning to traditional, mainstream, and online TV to share their messages and reach their ideal customers.
Nielsen Ad Intel reports that, in 2022, 1,286 advertisers used TV for the first time, or returned after five or more years away. This followed 1,243 new sponsors/advertisers in 2021.
Between 2015-2019, the yearly average was significantly lower at 841. This dramatic recent increase (up 50%) demonstrates the increasing appeal of TV to businesses of all shapes and sizes.
It’s also important to note that these aren’t just huge businesses with huge budgets. In 2021, 31% of TV’s sponsors/advertisers spent under $50,000 on TV, and 54% spent below $250,000. Only 29% of all TV advertisers spent more than $1m and only 5% spent above $10m.
With its ability to reach vast audiences, its amazing value, its fame-making power, the opportunity to spread your message, the body language it gives brands and its reliability of return – traditional, mainstream, and online TV helps brands of all shapes and sizes reach the top of the line.
We often encounter people who invariably make assumptions and are usually incorrect. Worse is the fact that inaccurate assumptions halt our advancement for business. Irritating a prospective client makes no sense, so it’s best to eliminate one common practice to improve results.
Someone likely made an inaccurate assumption about you at some point. If so, you know it can be very irritating and memorable. Now imagine doing the same to a prospective client; it will likely kill the possibility of a new sale.
Elvis’ song, ‘Walk A Mile In My Shoes,’ comes to mind regarding today’s blog topic.
“Walk a mile in my shoes
Just walk a mile in my shoes
Yeah, before you abuse, criticize, and accuse
Just walk a mile in my shoes….”
My Story
For an initial conversation to be successful, it is, to begin with, an open-ended question such as, ‘What caught your interest to see me today?’ or for an entrepreneur, ‘What motivated you to begin your business?’ Each question will motivate a more profound answer that will likely develop into a conversation worthy of everyone’s time.
- For salespeople trained to use scripts, the process is a slippery slope. The difficulty mix includes:
- The lack of authenticity on the salesperson’s end as they use the words of another
- Not fully listening to the prospective client for asking unique and insightful questions that will provide a more profound meaning
- Inability to respond to anything off-script in a meaningful way
My sales training enforced that I would be me, unusual in the day. Why and how did that happen? I wasn’t permitted training because, as a woman, management assumed that I would fail anyway. Therefore training would be a wasted expense. To everyone’s astonishment, including mine, sales were a breeze for me because of the following traits:
A. I was myself using my unique vocabulary.
B. My clientele was encouraged to speak first so that I would know how to respond.
C. The conversations were joyful with my prospective clientele.
Asking relatable questions is a practical business development strategy one can utilize well. By doing so, you draw the other person into a conversation. They may be cautious upfront, but once they recognize you are genuine and available to serve them well, the other person relaxes and will provide everything you want to know.
Your Story: Practice to Improve Results
It is possible readers are assuming right now that the advice is not valid and that it’s best to memorize the critical aspects of the script. Should this be the case for you, I suggest trying an A-B Test. Do what’s normal for you, and then test the natural conversation method by beginning with an open-ended question. And then compare the results.
Consider the following:
-
Are you happy with your results, or do you believe you can do better?
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Are your conversations boring or free-flowing so everyone can feel positive energy?
-
Do you see a correlation between the higher energy conversations and additional business?
Should your answer be ‘Yes,’ to the last question, you may want to expand upon more free-flowing conversations to stimulate further insight and growth. Now consider the person or company that is your favorite and the possible contributing factors. Our favorites are often due to a natural connection and flow of conversation that eliminates assumptions.
The one consistency for conversations is to uncover:
- Why the time is free for a meeting
- Issues that need resolving
- How you may assist with future planning and new tactical and strategic implementation
The open conversation and being you contribute best to business growth. One essential step to improve results, particularly when you don’t quite understand something, is to ask for further explanation. Others will recognize your honesty and integrity and, most often, will accommodate all of your questions with sound reasons.
In Conclusion:
Upon moving forward in developing relationships with clientele, it’s essential to remember that nothing is static, including people, business, or technology. Change is the one constant. Therefore, assumptions will quickly be out of date and potentially embarrassing. It is best to eliminate the one common practice to improve results.
Introduction Product testing is an important step in bringing a product to market. One essential aspect of product testing is statistical analysis. Statistical analysis provides valuable insights into a product’s performance and helps ensure that it meets necessary quality and safety standards.
The Power of Statistical Analysis
Statistical analysis involves using mathematical and statistical methods to analyze data and draw conclusions. In product testing, statistical analysis is used to evaluate a product’s performance by collecting and analyzing data on its properties and behavior. This data can include physical characteristics, such as size and weight, as well as performance metrics, such as strength and durability.
Statistical Process Control (SPC)
One common application of statistical analysis in product testing is the use of statistical process control (SPC) methods. SPC involves collecting data on a product’s performance over time and using statistical methods to identify trends and patterns in the data. This allows manufacturers to monitor and control the quality of their products during production, identify problems, and make necessary adjustments.
Hypothesis Testing
Another important application of statistical analysis in product testing is the use of hypothesis testing. Hypothesis testing involves formulating a hypothesis about a product’s performance and testing it using statistical methods. This allows manufacturers to confirm or reject hypotheses about a product’s performance, such as how it will perform under certain conditions.
Ensuring Product Safety
Statistical analysis can also be used to evaluate the safety of a product. In the food industry, for example, statistical analysis is used to ensure that products are free of harmful contaminants. By collecting data on the presence of contaminants and using statistical methods to analyze the data, manufacturers can determine whether their products meet safety standards and take corrective action if necessary.
Cost Reduction
Statistical analysis can also help reduce costs associated with in home testing products. By analyzing data on product performance and identifying areas where improvements can be made, manufacturers can reduce the number of tests needed to ensure the quality and safety of their products. This can lead to significant cost savings, particularly in industries where product testing is a major expense.
Identifying Consumer Preferences
Statistical analysis can also be used to identify consumer preferences for a product. By collecting and analyzing data on consumer behavior and preferences, manufacturers can gain insights into what features or characteristics are most important to consumers. This information can be used to guide product development and marketing efforts, ultimately leading to more successful product launches and increased customer satisfaction. In industries where competition is fierce, understanding consumer preferences can be the key to gaining a competitive edge in the market.
Predicting Product Performance
Statistical analysis can also be used to predict a product’s performance in different conditions or environments. By collecting data on a product’s performance under various conditions and using statistical methods to analyze the data, manufacturers can develop models that predict how the product will perform in different situations. This can be particularly valuable in industries where products are used in extreme or unpredictable conditions, such as aerospace or defense. Predictive models can help manufacturers optimize their product designs and ensure that they will perform as intended in real-world scenarios, improving customer satisfaction and reducing the risk of product failure.
Potential Challenges
Despite the many benefits of statistical analysis in product testing, there are also some potential challenges to consider. One challenge is the need for accurate and reliable data. Inaccurate or biased data can lead to unreliable results. Additionally, the complexity of statistical analysis can be a challenge for manufacturers who may not have extensive training or experience in the field.
Conclusion
Statistical analysis plays a critical role in product testing, providing valuable insights into a product’s performance and helping to ensure that it meets necessary quality and safety standards. By collecting and analyzing data using statistical methods, manufacturers can identify areas where a product may be underperforming and make improvements to its design or production process. Despite potential challenges, statistical analysis is a powerful tool for improving product quality, safety, and efficiency.
Wouldn’t it be great if we could get through life – or at least our work day – without any unpleasantries? Alas, we all know that won’t happen. Not only do we have to deal with difficult situations and trying people, but even our language contains words that make us uncomfortable and anxious.
In this series of posts, I’m going to identify five uncomfortable words that we would rather not hear, and propose a solution to dealing with them.
Here’s the first: Personal Responsibility.I’m sure you are familiar with the concept. The idea is that every person is responsible for their own actions, and that those actions have consequences. As a general rule, therefore, most people have created their own circumstances through the decisions they made and the actions they have taken.
Of course, there are exceptions. People are born with disabilities, or encounter situations over which they have no control. Someone is injured in a car accident or orphaned at an early age, for example. Granted, events over which we have no control can overtake us and shape our lives. However, for the mass of humanity, at least in our work lives, the truth still remains that, generally speaking, we get what our actions have brought to us.
That idea, too many, if not the majority of folks, is a troubling, uncomfortable thought. It’s easy to see why. Every day we are presented with examples supporting just the opposite view. The media glorify the victims. The courts are full of people wanting someone else to blame for their circumstances, and the government exists, at least in part, to buffer people from the consequences of their actions.
In this environment, the specter of personal responsibility takes on the semblance of a monster in the latest teenage horror movie – something to avoid and run from whenever it pops up.
I see this phenomenon most frequently in my work improving the effectiveness of sales systems and salespeople. Get a group of salespeople together and listen to the litany of reasons why sales aren’t as good as they should be. It’s the company, the product, the service, the price, the competition, the customers – everything but themselves. The idea that they could improve everything by improving themselves – personal responsibility – hardly ever crops up. It’s been my observation that in any random group of 20 salespeople, only one has invested $25 in his own improvement in the last 12 months. Only one of 20 get it – that their results are produced by their efforts. And they can improve their efforts. Only one of 20 accept personal responsibility.
I suspect that salespeople are no different than the rest of us. Probably that one in-20 ratio holds true for many professions and careers. James Allen said, many decades ago:
Men are often interested in improving their circumstance, but are unwilling to improve themselves, they, therefore, remain bound.
Getting to the point where you accept personal responsibility for your own life, your career, and your business can be a life-changing step in the journey, freeing you of the internal constraints of a ‘victim’ mentality, and springboarding you to a life of greater achievement and fulfillment.
At least it was for me. Here’s my story.I had been the number one salesperson in the nation for a company – my first full time professional sales job. I had it made – adequate salary, good benefits, company car, bonus potential, and the respect of my employer and colleagues. But the opportunities were limited, and I decided to move on to a job that was completely different. I took a sales job with a new company, selling surgical staplers to hospitals. It was a leap from the secure job I had to one that paid straight commission, and for which I had to buy my own samples and literature from the company.
But I was cocky, filled with the success of my previous job, and sure that I could make this work also. It wasn’t hasty. I looked at the amount of existing business in the territory I was slated to get, and determined that if I could double the business within six months—a doable task, I was assured – I’d be back making about what I was used to. Then, as I increased the business, my income and lifestyle would evidence the difference.
It all sounded good, and I left my old job and arrived in New York City for six weeks of intensive training in the new one. During the time that I was there, my district manager was replaced. When I arrived home after the training, the new manager was eager to meet with me. In our first meeting, before I had a chance to begin working, he informed me that he had revised the sales territories. The territory that I thought I had — the one I was hired for – was not the one I was going to get. Instead, I was going to receive just a fraction of that. And the new territory only contained about 1/3 of the existing business of the previous one. This change meant my plans for making a living were shot. It now became an impossible task.
I was upset and angry. How could they do that to me? At this time, I had five kids to support. I immediately began to look for another job, determined to quickly leave this unethical, uncaring company.
Things got worse. As I interviewed several companies, I discovered that they saw me as the problem. Instead of understanding what the company had done to me, they thought I was an opportunist who was looking for an easy way out. Basically, no one else was going to hire me!
I grew more and more angry and bitter. In addition, I had little success selling the staplers. After six months, my temporary draw came to an end. I owed the company $10,000, was making almost nothing, and had no prospects for another job. I felt squeezed between the proverbial rock and hard place.
Somewhere in there, I had an epiphany. Yes, the company was unethical. Yes, they had done a bad thing to me. But the reason I was not achieving had nothing to do with that. It was my fault! It was me. It was my anger, my bitterness, my resentment –yes, my “victim attitude” that was keeping me back. The product was still exciting, and the opportunity was still great. The real problem was my attitude – my bitterness and anger were getting in the way of everything.
So, I accepted my responsibility to change my performance. I saw that I had to change my attitude. I set about to do so. I looked up Bible verses that were very inspiriting. Versus like, “If God is for you, who can be against you?” I wrote them down on 3X5 cards. Then, as I drove into my territory every day along I-96 in Detroit, I held them in my hand on the steering wheel and read them over and over to myself. Slowly I began to do away with my bitter attitude, and replace it with hope and expectation.
My results began to change also. Things began to go better. Six months later, I had paid off the debt to the company and was making more money than I thought possible. The job became more fun, more financially rewarding, and more fulfilling than anything I ever expected.
The change happened when I accepted my personal responsibility.
I’m probably not unique.I discovered that which millions of others have found. When you choose to remain a victim and hold that your circumstances are the result of someone else, you live in a world of anger, impotence, and depression. When you accept personal responsibility, you go forth with empowerment and expectation.
Personal responsibility is not to be shrugged off and avoided, it should be embraced.
Nonprofit branding is an important topic to nonprofit board members and managers with nonprofits wanting to differentiate their services, images, and reputations. Some organizations are spending substantial dollars to assess and build their brands.
Most nonprofits with which I have had contact are not aware whether not all their employees and perhaps some board members are brand loyal to their nonprofit organization. Many independent contributors (accountants, counselors, social workers, trade association executives, etc.), who work for nonprofits, see their loyalties as being related to their professions, not their employing organizations.
I co-authored several articles to explore the issue of employee brand loyalty with commercial firms. * I would like to review some of those findings to show that nonprofit management also constantly needs to assess whether or not employees and board members are receiving positive brand messages related to the organization’s mission, vision, and values. This should be the outcome of an internal marketing effort. The impact of internal marketing should be to enlist every employee and board member to become a brand champion for the nonprofit.
Reasons for Rejection“The results of (our study) indicate the two most prevalent perceptions relating to low employee … behavior was (a) a lack of pride in the product and (B) a sense that the product is unaffordable. “ … This suggests that managers need to determine the level of product pride in mission, vision, and values when the term commercial term, “products,” is translated to nonprofits.” They must motivate employees to take pride by celebrating professional awards and reviewing honest client satisfaction data and case studies, especially those that show how the organization has contributed to individuals and society.
In terms of affordability, the internal marketing effort needs to show how clients have benefited long term. This is typical of university internal marketing that focuses on successful graduates who have made societal contributions. This program is especially important where the university is not nationally known but has some special educational benefits to offer.
Quality & Features“Internal marketing campaigns (often) may rely too much on appeals to employee loyalty or self-interest, thereby missing the opportunity to convert the more skeptical persons on the payroll. …These findings imply that employers need to, where possible, continually educate employees (and board members) on the comparative advantages of their brands involving outcomes of mission, vision, and values.” Comparisons of the impacts of the local organization with those of others nationally can be helpful. For example, professional organizations often publish data that make interesting comparisons.
Values, Reliability, and Prestige“One way to deal (with the prestige) issue is to inform employees and board members how the (nonprofit’s) standards compared to the (professional field) standards.” This can be done in two ways. One is to add the annual IRS 990 report to the organization’s website. Another approach is to issue a press release when the organization is re-accredited by an outside organization. At this time, when transparency is becoming increasingly important, management even might want to present a detailed debriefing on important reports to the board and employees as a way to discuss challenges and strengths.
Changing Perceptions“Management needs to survey employees and board members to fully understand their perceptions of the organization’s mission, vision, and values. Even having a few misconceptions circulating can be harmful to the brand.” For example, one nonprofit recreational facility determined that several members of their board and their families were using a competitor’s facilities. In several instances, there was little they could do about it, but it is important to understand the reason and to try to reduce the negative impact on its brand image. On the other hand, substantial positive changes might occur with proper internal marketing.
Summary“One responsibility of management might be to develop venues for employees and (board members) to become more comfortable in communicating their positive attitudes to friends and relatives. There’s also significant potential for brand-loyal employees (and board members) to act as brand champions After all, high enthusiasm within the ranks of employees and directors brings impressive dividends.”
• Eugene H. Fram & Michael S. McCarthy (2004), “What’s Not to Like? If employees aren’t buying your brand, it important to find why,” Marketing Management, July-August, pp. 36-40.
• Fram & McCarthy (2003), “From Employee to Brand Champion,” Marketing Management, January-February, pp. 25-29
It is a rare person who never offers an excuse, and most of the reasoning blames the lack of time available. But there are always at least two sides to a problem, making it worthy of reviewing what we dismiss and why and whether regret was to follow. It is possible that on occasions, more than we care to admit, the answer is Yes! to the question, ‘Are excuses holding you back?’
The typical answer is, ‘I would like to, but sadly, I don’t have the time.’ The question is, what can we do to improve our response?
My StoryTwo recent experiences raise the question, are excuses holding you back? My answer is more so in the early days, but experience and time management, working together, improve my willingness to do more. As time progresses, my responses have a wide meter read, from, quietly believing, ‘this is ridiculous’ to graciously accepting an opportunity.
Losing OpportunitiesWe can improve further when we admit that we dismissed an idea assuming it will never work or is ridiculous. For years, it baffled me why recruiters would ask seemingly ‘ridiculous questions.’ Long ago, I turned down a potential job, thinking, ‘I don’t have time for this nonsense.’ Today, I realized I too quickly moved away from a job interview as the article revealed the answer to why the strange questions.
But a few years later, I thought I’d have fun when asked what animal I would like to be and why. My answer was that I would like to be a giraffe on sales calls! To my complete surprise, the offer came almost immediately. Demonstrating the value, I then turned that answer into an article appearing in US News Magazine, ‘What to Say If an interviewer asks which animal you would be and why:’
Finally, today, the long-awaited answer came to me via an article that reveals why recruiters ask these mind-boggling or annoying questions. The author refers to the questioning style as ‘situational.’ She then states that the answers applicants provide tell a great deal about their thinking and behaviors to determine whether they will be a good fit for the employer.
The Gift of An Athletic CapUpon receiving an athletic cap, a big smile came over me upon seeing the slogan, ‘365.’ As an avid goal-setter always striving to improve, it brought about the thought of 365 days per year and what it means to me. Suddenly, the realization that a lack of time is not necessarily the reason for an excuse but our preference to dismiss.
‘I don’t have the time’ is a weak excuse, most often.
Let’s do some calculations:There are 365 days per year, and we have 24 hours each day to do as we see fit. The total number of hours in a year is 8,760, and 525,600 is the number of minutes we have to spend any way we like each year. Surely, we can do more than we allow ourselves with proper goal-setting and an increase in motivation to accomplish more.
As efficiencies take over, I realize specific strategies work well, allowing me to accomplish more in less time. Taking a calculated risk to test the reality of a new idea working well proves better than expected. And the occasion it does not, I realize what needs to improve to advance. Doing so includes ‘finding time’ for requests and offers that, in the past, I would decline.
The overall benefit of utilizing more of our yearly minutes is:* Being able to build a broader collaborative effort * Branding and marketing will become more robust than ever * Offers that we desire unexpectedly come our way
The lyrics to Jim Croce’s song, Time In A Bottle, come to mind:‘But there never seems to be enough time
To do the things you want to do once you find them…’
Your Story: Are Excuses Holding You Back?Truthfulness begins with each of us. It is best to admit to opportunities you may have dismissed, not bothering to learn the facts before deciding. But it is never too late to realize a habit or two is ready for updates. An excellent place to begin is to ask why they are asking and how the person sees the outcome. Ask for the benefits of participating and the downside, should there be one. It will help you come to a better conclusion and final decision.
On occasion, people propose the opposite of what you may believe. There are almost always two sides to every story or opinion. It’s best to stop and consider the perspective on the other side to see if there is room for compromise. And should time be a real issue, consider how you may increase efficiencies for productivity in the future. With 525,600 minutes available to us yearly, there is little doubt that we can save time in the real world to do the things we want to do.
Most of all, by taking better control of habits and accepting possibilities, advancements of all types will occur more frequently. And should a setback unexpectedly appear, taking the time to learn the lessons will help with progress, too. Either way, you can turn the scenario into a win-win for your success!
In Conclusion: Are Excuses Holding You Back?It is best to review past offers and how we reacted to them in our quiet time to discover if a better approach awaits. Should you desire to minimize excuses holding you back, seek out commonalities of the missed opportunities to improve upon moving forward.
The opportunityOver $750 billion a year is spent by organisations globally on advertising trying to boost their brands, products, and services. Marketing and branding functions spend vast amounts of time and money working with agencies on trying to find the best way to resonate both with their current customers and attract potential customers.
Employee brand ambassadors will support this objective and can have a significant positive impact whilst costing very little. However, in my view, the use of employee brand ambassadors rarely reaches the potential it truly has. This would seem to be a “no-brainer” but for some reason, it just doesn’t seem to be on the strategic agenda and, even if it is, it’s not done effectively, often because of a misunderstanding of what has to be put in place to make it work.
To identify and appoint a number of employees as brand ambassadors to work both inside and outside the organisation does have benefits but I believe there is much more that could be done quickly, simply, and relatively easily. Not by just these few employees promoting the organisation, especially if it is part of their job in either sales marketing or associated teams, but that every single employee in the organisation proactively inside and outside work promotes the brand of the organisation to their family, their networks, on social media in their blog posts and to people they meet.
From a branding and marketing perspective, you might say this cannot possibly have the reach that, for example, a television advertising campaign might have, that might be so, but every employee who expresses their genuine belief in what their organisation does is likely to have much more resonance with other people than a TV advert or corporate social media post. A corporate social media presence is not the same as speaking to someone, or seeing a post on their own social media. Also, you are more likely to mention such an interaction to other people. That’s because it’s real people and that’s the potential power of an employee brand ambassador program – the power of real people in support of the organisations brand.
Great organisations realise the power of employee brand ambassadors and leverage it but overall few are leveraging the power of their people effectively.
What is really interesting is that turning everyone into a proactive employee brand ambassador through an employee ambassador program not only has a positive impact on the presentation of the brand but also has a significant impact on the corporate culture, creating a common purpose and boosting the performance of the organisation which then further strengthens brand value and ensures the delivery of brand promises to customers more effectively.
It truly unleashes the power of employees. They become the embodiment of your brand, showing your business in a positive light, using word of mouth to say positive things from their unique perspective and real-life personal experience which can reach a wider audience of consumers and others.
The challengeIt’s fair to say that in most organisations, other than those in branding and marketing or C suite, the vast majority of employees have no clue what the brand promises are that the organisation presents to customers. In fact, most of them are also pretty unclear on vision, values, purpose and the wider big picture into which they fit. This not only causes problems around understanding what the brand is about it also has a significant impact on employee engagement, ie employees giving their best. In addition, this lack of understanding also reduces the ability of employees to ensure that operational activity is aligned with strategic objectives. Even if they don’t know the brand promises at least aligning their work to strategic objectives has them heading in the right direction.
All the data on employee engagement shows that employees can potentially withhold significant effort, called discretionary effort, and still meet satisfactory performance standards. In other words, if the environment isn’t right they will withhold this effort but it will not be possible to tell that they are doing so, or indeed who is and who isn’t. This additional effort which is being withheld could amount to an extra 30% of effort from up to 60% of people within the organisation. Imagine how much impact getting that extra effort could make, and how it could be applied to brand ambassadorship.
Worryingly there are indications that post-COVID this figure could now have risen to somewhere in the region of 70 to 80% of people withholding effort due to higher expectations that employees have of their leaders and organisations not being met post-pandemic.
This is the crux of the challenge of how to start the journey to create brand ambassadors – how to create an environment where no one, or as few people as possible, are withholding effort. That’s quite simply because if they were holding effort they certainly won’t be a brand ambassador Why? Because if they’re withholding effort they just don’t care.
This challenge might seem complex and something which has to be done at strategic level. Certainly if planned and coordinated at that level it will have maximum impact and benefit but there is no reason why individual leaders should not encourage their team members to all be brand ambassadors even if the rest of the organisation isn’t. The impact on team engagement and performance is going to be just as beneficial. Any leader can achieve this through the simple steps set out here, as can the whole organisation if C suite sets an example and supports.
Does it work?In a word yes. I’ve seen a significant positive impact in a number of organisations when implementing employee ambassador programs. From personal involvement during the creation of UBS, the global bank, effectively the result of 6 mergers and acquisitions over a short period of time brand ambassadorship delivered significant impact.
This is now a Harvard Case study “Towards the Integrated Firm”. As Global Head of Leadership, it was clear that creating belief in the new organisation was a key element to successfully bring together the constituent parts to operate as one, as we clearly promoted it “One UBS”. That One UBS had to have one brand identity. This started with the executive team acting in an authentic way to set an example to build a strong company culture and show the essential role that the banks values played in what it did everyday, reflected in the brand promises.
During the early stages of this transformation bringing together the people, processes, and brands into a single entity it became clear to us that alignment on the new brand was key for the optimization of sustainable profitability. But also what was critical was that the brand had to be all-encompassing – equally valid internally with employees as well as externally with customers and the market.
Why both? Because many of us had seen the negative impact of an organisations internal brand being different from the external brand, a perception that customers were treated well but employees not so much. We had the potential to create over 70,000 proactive brand ambassadors across the world, something that could have a significant impact both internally and externally.
It worked because of a clear business case set out by the CEO, picked up by senior leaders, cascaded, and led by example down through the whole organisation. In addition this was reinforced working with the external agency to develop the new a brand line. The result was short and simple “UBS you and Us”, which would apply equally to customers, employees, and indeed other stakeholders.
The application of this was highly flexible and effective and was maintained as the key message both internally and externally for over 6 years. Its external impact was widely credited with contributing to the rapid growth of the bank at that time but what is less widely appreciated is the significant role it played internally in creating willing brand ambassadors at all levels of the organisation, enabled by a culture where everyone gave their best because they cared about the success of themselves, their colleagues and UBS .
This employee advocacy built momentum internally, growing from early adopters inspiring others to join and take it to the next level. The result? 51% increase in brand value and becoming a top global brand in 3 just years, together with higher than peer profitability, and numerous people and business awards.
But the world moves onThe success of this creation of employee brand ambassadors was clear from so many measures. But the world moves on, and encouraging and enabling employee brand ambassadors has to be an ongoing effort, to make it work it never ends, either at strategic or team level. It needs constant momentum building and adaptation. This initial success at UBS was before the financial crisis and that event significantly changed the business environment and employee attitudes. As a result to recover the power of brand ambassadorship UBS had to proactively re-engage at all levels to be successful again, through another concerted campaign.
What is interesting is that to follow on from “UBS – You and Us” which engaged both customers and employees the new line was “For some of life’s questions, you’re not alone. Together we can find an answer.” – again which engaged both customers and employees and subsequently UBS again won a number of preferred employer awards. Note the focus on “working together” in both with common purpose, a theme shared by great brand building and great leadership.
Building the brand inside outMy conversations with marketing and branding professionals about this often reveal that they have not realised the full potential of employee brand ambassadors and their strategic impact. To some degree that’s not unreasonable as it is their brief to focus on the external customer. But I have seen marketing and branding departments frantically trying to create a positive quality brand for the organisation’s customers whilst the perception of employees within the organisation is that it’s not high quality internally due to less than great culture and leadership. I would take the view that employees are the organisations first customers and therefore you need to build the brand inside out.
Any fundamental disconnect between the external brand and the internal brand just isn’t sustainable. Disengaged and unhappy employees will not perform well, will not want to be brand ambassadors and this will, without doubt, eventually feed through reducing the quality of customer service and so damaging the external brand. They just won’t care.
Building the brand inside out is not just about the strategic level brand, it’s also about the organisations operational level brand as reflected by employees’ individual leaders. Thus every leader is a brand ambassador to their people and their example and action can either inspire or destroy the likelihood of employees being proactive brand ambassadors, irrespective of how great the strategic level brand is.
But with the right mindset and a simple action plan, there is a significant opportunity here if marketing and branding professionals work with all leaders and HR to create an environment where a great internal brand provides the opportunity to grow brand ambassadors and which, if done effectively, will be willingly taken up by every employee. Essentially by just spreading best practices to build brand awareness within an environment where people care because simply they have a great boss.
When we begin our careers, we have yet to learn about the pitfalls we may soon face. The same applies to building a business. Those who do succeed are the ones who heed life lessons to overcome unforeseen challenges and move beyond. But for those who don’t, excuses fly for quitting to exclaim their track was not to be. The slogan, ‘think positive!’ offers much merit and is to be with us at all times.
My Story
When we surround ourselves with similar-minded people, motivation for one another picks up as ideas emerge. To my surprise, someone asked me to provide him with motivational quotes, to which I responded: I’ll be happy to do so, but can you tell me why you ask? He then answered that his goal is to help students and those starting their careers. The answer was perfect, as that is my mission, too.
On another level, the quotes I heard and accepted throughout the years motivated me to push past the obstacles before me to achieve my desires. Accordingly, we need to heed life lessons when we desire to accomplish all we hold in mind.
Below you will read one quote spoken to me that started me on my unique path, and the ones that I created upon experiencing seemingly the worst of the day to arrive at better moments. May they inspire thought for you to move forward with a smile!
In My Youth
Bullies surrounded me everywhere, and I shriveled up to cry on one occasion. But the same day, everything changed when I heard:
If you don’t stand up for yourself, no one else will.
The Benefits: Personal and Business
The one quote saved me from ever allowing another to pull me down with them. Heeding the advice, I began to tune into the personality of everyone I encountered. I began to carefully listen to their choice of words, plus watch their body language and facial expressions. If any sign of inconsistency or rudeness were evident, I would set the person on their heels to ask many questions to examine their responses and behaviors further.
People called me intuitive, but that is only sometimes correct because I was heeding life lessons. Accordingly, long before I knew it, I grew into the personality that successful salespeople possess.
Question, listen, and clarify to sell well.
Persistence Will Keep You In The Game
Business Advancement
“When the going gets tough, the tough get going.
Never give up; find a better way.
Seek the nuggets of gold in the nasty remarks to launch your business forward.
Baby steps every day will get you to your goal.
Nothing is impossible with the desire to figure out your best path forward, regardless of what others think.
Remember, you are unique, and what will or won’t work for others may not necessarily prove true for you.
Eliminate the rhetoric, ‘you should,’
A. Being competitive helps you to win trophies and some recognition. However, being collaborative gives you a much wider audience with far greater opportunities to achieve the success you never imagined
B. People who brag do so because they have a severe lack of confidence
C. When nastiness is yours for the keeping, put on your well-oiled super person cape to fly upward, and the darts fall to
the floor.
Leadership Success
The better leadership style is to be inclusive and embrace diversity and inclusion. Listening to understand brings about a more comprehensive range of possibilities. People from varying backgrounds possess various experiences from which we may all learn. By embracing and acting upon the concept, your perspective widens, solutions will deepen, and success will expand.
Never brag about accomplishments, but share your best insights with people following your lead so they may advance and, one day, lead others.
‘Believe, Become, Empower.’
Self-Reflection
Every morning awake with renewed enthusiasm for your long-term vision and focus on that goal to do what is necessary for a baby-step advance every day. Keep a notepad and pen near your bedside if the thought comes to capture it in the middle of the night, and then quickly go back to sleep. Before you retire in the evening, write what you need to complete the next day.
Entrepreneurships
- Trust is the soul of sales and all else that you do.
- Consistency in words, actions, and deeds develops trust and builds a reputable brand.
- A dedication to learning plus trial and error to retry will get you to your goal.
- Our worst experiences are our gifts in disguise.
- Respectfully listen to all perspectives to realize the gold nuggets previously unknown.
- The collaborative effort can bring about exponential growth with supportive peers.
Heed Life Lessons to Improve Relationships
Strive to be among people who accept your ideas, admire them, and contribute more so you may all be successful.
The sales term cold calling of days long ago referred to an aggressive pursuit of prospective clients. However, cold calling today can refer to making friendly professional connections and attracting interest in what you offer minus aggressive techniques. The style works very well.
To receive better introductions, be respectful of all. No matter who you encounter, their professional title matters not. However, what matters most is how you treat them because they know the executives who can help you advance.
Above all, be truthful with consistency intact. Your words, actions, and deeds are essential because friendship underlies all your interactions and all communications. You need to demonstrate what people want to know about you to attract them to your services and see the business expand.
In Conclusion: Heed Life Lessons
Believe in Yourself! Nothing is impossible with the mindset to continue, no matter the obstacles in your path. Positive thinking will help you arrive at your destination only to move beyond! Looking back, you will be amazed by all that you have accomplished.
Those who do succeed are the ones who heed life lessons to overcome unforeseen challenges and move beyond. But for those who don’t, excuses fly.
Wow. How can that task be taken on? Well, it requires masterful storytelling, a relentless devotion to serving others, and building, and nurturing an ever-expanding community. Where? Globally.
Enter Gillian Whitney, doing that very thing daily. She is a wise woman of wit and insight who knows changing the world happens one story, one person, one video at a time. Easy Peasy. And yet she has a system. Who is Gillian Whitney? As a video marketing coach, Gillian helps business professionals make videos in a way that is comfortable for them. She loves sharing easy-peasy solutions to help folks get started with video. She believes every business professional needs to be using video to market themselves. Video boosts your online visibility, increases sales, and promotes your business like no other marketing tool.
Gillian is a citizen of 4 countries and a digital nomad. She currently resides in Las Vegas, with her husband and beloved globe-trotting dachshund. Gillian Whitney VideoEasyPeasy.com
We at The Change Zone want to know more. Join us and enjoy more wit, wisdom, and insights. Again – easy peasy!
Whether you are a local business in a global economy or a new player in a competitive industry, it can be intimidating to face off with established brands. Fortunately, there are several ways a smaller business can compete against large companies. Read on to find out what your small business can do to carve out a niche of your own—and maybe even surpass the competition.
Harness the Power of SEOThe Internet is a great leveler that can provide small businesses with the same amount of exposure as big brands. The first thing you need to do is to create a website for your business and ensure that it is optimized for search engines. Search engine optimization (SEO) is a series of strategies and techniques that you can use to improve your website’s search engine visibility and attract traffic. Some SEO techniques are easy to implement, while others require more effort and technical knowledge. Many small businesses choose to hire search engine visibility experts to help improve their search rankings.
Use Social MediaAnother wonderful feature of the Internet is its myriad of social media channels. Social media websites such as Facebook, Twitter, and Instagram give you access to millions of users around the world—some who may be your future customers! The key to success on social media is to build a strong following by creating engaging posts and interacting with your followers. Post updates and news about your latest products and hold contests or giveaways periodically to maintain the interest of your audience. You also need to ensure that you respond to online reviews and complaints promptly so that your customers feel valued.
Invest in BrandingWhile most companies have a logo and a tagline, a brand is much more than a simple visual identifier. A strong brand represents the personality of your company. It distinguishes your business from its competitors and creates a lasting impression in your customers’ minds. To build your brand, you need to create a clear brand identity and voice. Make sure that all your marketing and product material reflects this as a coherent brand identity helps build customer loyalty. Whether you are publishing a post on Facebook or meeting a client in person, you should always try to communicate your brand values consistently.
Focus on Local MarketingSmall businesses have an edge over large competitors when it comes to local marketing. Being in the same city as your customers makes it more convenient for them to contact you and provides other benefits as well. For instance, most local consumers are more comfortable doing business with local companies and are more likely to recommend your business to others who live in the same area. One way to get noticed locally is to set up shop in a local market. This can give you a chance to meet with potential customers. Also, make sure that you are listed on online directories such as Google Maps so search users can find you easily.
Add a Personal TouchPersonal touch is an invaluable tool for any small business. You should try to connect with your customers by responding to their inquiries quickly and engaging them in conversation. Pay attention to their needs and address their problems promptly so that they are satisfied with your service. This level of customer service can be difficult for a larger company that caters to countless customers at once. For a small business, it is the best way to win the hearts of your customers. You can also send personal messages to your customers on special occasions such as birthdays to make them feel appreciated and remind them of your brand.
Ask for ReviewsWord of mouth is one of the most effective marketing strategies for small businesses. Most modern consumers are leery of marketing strategies and prefer to hear recommendations from people like themselves. Encourage your clients to leave positive reviews for your business on popular review sites such as Yelp and Google Maps. Positive customer reviews give other shoppers a reliable basis for deciding whether to choose your business over your competitor’s. A top review score will also boost your search rankings on certain platforms and make your company more visible to potential customers.
Call In the ExpertsAs a small business owner, it is very tempting to try to do everything yourself to save costs. However, this can be a risky strategy that can lead to many unnecessary headaches. Delegating and outsourcing tasks to others who have expertise in a particular area can help you avoid many problems. For instance, hiring a digital marketing company to deal with SEO allows you to focus on other areas of your business that benefit from your personal attention. Enlisting the services of an expert may cost you some money in the beginning, but it will save you a lot of time and money in the long run. Furthermore, the quality of their work will improve your reputation.
Established businesses have bigger marketing budgets and larger customer bases. But, they can be outsmarted by small businesses in many ways. Small businesses are more flexible and can respond to customer needs more quickly. To stand out in a crowded marketplace, you should use the Internet to reach your audience and work on generating a positive brand presence for your customers.
It’s 2023, and if you ask me, I’m already plump full of creative ideas and excited to make my consulting business as awesome as it should be.
The world of digital marketing is constantly evolving. Its immense value is indisputable, yet often, it is one of those sacrifices offered to the belt-tightening altar. Well, this course of action belongs to the graveyard of obsolete business practices.
Traditional marketing costs used to be pretty steep, but the game has changed under the influence of the digital revolution. Nowadays, marketing for online businesses is not all about budget but also about time, effort, and creativity.
So, here is how to stay on top of your game in 2023.
Marketing ShiftTechnology and social media have changed the way people absorb information and exchange knowledge, and to remain noticed by the targeted audience, small businesses also need to constantly upgrade their marketing plans and strategies. If you run a small business or just founded a new start-up, you presumably face the financial constraints needed to brand and market your services in print media, TV, or even radio.
Digital marketing channels are the new Holy Grail for start-ups seeking to jump-start promotional campaigns.
- First off, email marketing is still strong, generating an average return of $36 for every dollar spent. So, prompt the customers to give their information once they visit your website.
- Note that you can utilize email automation tools in order to streamline the whole process and save a bunch of time.
- Still, you need to be helpful and informative and add a personal touch without compromising professionalism.
- Quantity may not be as important as quality in the over-saturated digital realm.
Just because Google search impressions are 3x more effective in converting searchers into interested prospects, SEO is no longer an option but a necessity.
While a small proportion of small businesses actually have a documented SEO strategy, it is worthwhile to help your website get free organic traffic, build trust, and generate a continuous chunk of leads for years to come.
Constant Flow of ContentThis brings us to the next promotional medium on the list, content marketing. Its mainstay is your blog, website, or social media profile.
Now, the average attention span of an adult is six to eight seconds, which is not much. In order to grab attention, you need to come up with compelling content.
- Visual elements are best suited to fit into this window of opportunity. This is not to say you should neglect written content, but merely that images should accompany nearly every piece of information you write.
- Apart from that, pay special attention to the design of your webpage, headlines, calls-to-action, product description, videos, and landing pages.
- Define your potential customers—who they are, what they do, where they hang out, and what they like. Note down everything you know about them.
- Take note of the problems that people have and see if your services will be able to solve them (this is like a “customer interview”, just doesn’t sound that fancy). Carefully monitor how they expect the problem to be solved so that you can possibly improve your content from that data.
Get SocializedSocial media is the place of viral phenomena and roaring, buzz-generating trends. More importantly, a ton of potential prospects located all around the world spend a great deal of time on these bustling networks.
Pinterest and Snapchat are good places to land a visual ad, while the former is also the king in the area of product images. Facebook, of course, is still unmatched, and if you are unclear about the basics, feel free to check out this Facebook advertising guide. Building an active and engaged audience here is associated with immense benefits for your marketing and bottom line.
Social media could be the best place where you can convince a large audience how important your product or service could be for them. You can share clip art, surveys, statistics, or infographics that favor your business. This type of marketing technique could impact the audience positively and make them believe your products or services are exclusively for them.
Power of NetworkingLet us get back to the “real world”, where you should engage in active collaboration and networking. Set up a network of mutually-beneficial, synergistic relationships with other home businesses and organizations. Noncompetitive individuals that share your values are your natural allies for the purposes of cross-promotion. That way, you can better capitalize on your fliers, coupons, website links, bundled promotion, and other marketing tools.
Additionally, identify reputable industry influencers and contact them. All these activities pay off as your customer base expands together with the reach of your marketing messages.
Nurture Local CommunitiesLeverage the connections you have in the community and strive to establish new ones. Pay attention to what is going on and how you can take part. Indeed, there are many ways to get in front of local customers and win their favor.
- Leave bookmarks at a local library, an industry event, and cover live events or write recap stories. Attend small business conferences that usually take place throughout the year.
- Show commitment to problems in the local landscape, and you will be able to feel the nurturing embrace of the surrounding ecosystem.
Spread the Message Loud & ClearMarket wherever you are but cherry-pick your tools according to the audience and context. Sparking the attention of the audience is easier said than done.
You can hand over coupons or give products, trials, and samples away. This lets consumers get a taste of what you offer without spending a dime, just remember that for you, it is much more expensive to obtain a new customer than to retain an old one.
So, try to obtain repeat customers and do not hesitate to ask them for referrals: Word-of-mouth is invaluable in regards to spreading the word around and engaging new people.
Use Customer TestimonialsAlways share testimonials and feedback you received from your existing customer on your social profiles. You can also include your customer’s contact info like website and email address if possible. The agenda is to let a vast audience know what your customer thinks of you and your services. The people can also know the product or services you are offering are really genuine. Social platforms are the best way to do this.
Comparison with CompetitorsYou can share how your business is better compared to your competitors. You can always post tactics showing how easy doing business with you is and what are the exclusive benefits of it. Your objective should be to let a maximum number of the audience get notice of your brand.
- Are you wondering how to do it? One quick way: Design and create a stunning landing page showing how your product wins over its alternatives. Marketers call it a competitive comparison landing page.
- Just like the testimonial segment, you can insert top quotes from your clients sharing their positive thoughts about your services and superiority.
Play it SmartThe leveled playing field of today has rendered the marketing game cost-effective and less labor and time-intensive. The new way of marketing is all-encompassing yet not intrusive. You have to cut through the noise, get out there, meet potential customers and partners, and shake their hands.
Bear in mind that creativity is probably your biggest asset. Even without a fat budget, you can use the right tools to take your marketing strategies and campaigns to the next level. Smart marketing pays huge dividends and opens up a plethora of new opportunities for growth, brand ambassadorship, and customer acquisition.
Marketing is no longer an option only for corporate giants and SMEs. Internet accessibility and social media technology have made it easier to go with creative marketing, even for small business owners and startups.
Leadership includes sharing what you learn so that others may follow and surpass your efforts. Why surpass? Because where one may be today marks a unique point in time, the one factor we can all count on is societal change. As we embrace the best advice, we can add it to our repertoire and enhance it as we move forward. Even better is when more people willingly share their best strategies with those on similar paths. The sign of leadership excellence is in the appreciation one receives.
The sign of leadership excellence is in the appreciation one receives. Below you will find what I believe to be top-notch business advice from leaders in the field.
My StoryOne traditional way to share information is through publishing articles and books. Early in my career, Dale Carnegie’s book, ‘How to Win Friends and Influence People’ put me on a better footing for sales success. The secret is not to sell so much, but instead, listen, be professionally personal while sharing stories, and find commonalities between you. Upon developing the relationship, trust builds, and sales are born.
The next book that empowered my sales effort was S.P.I.N. Selling by Neil Rackham. It was the opposite of traditional telling-selling, which spoke to me as I always grasp ‘the opposite’ of tradition. Remembering questions in specific vocabulary is not for me. However, four letters that portray the questions to ask, in my own words, are easy to remember. SPIN stands for ‘Situation, Problem(s), Implied problem(s), and Need. My sales effort greatly improved upon applying Neil Rackham’s suggestions.
An old television and movie quote comes to mind that indicates perhaps there is an even better way to do business, ‘There is a new sheriff in town.’ Focusing solely on sales, marketing, technology, or any other business discipline will not create the results you may seek in today’s environment. Accordingly, it is up to each of us to seek out top-notch business advice from leaders in the field.
Powerhouse Business GrowthToday’s success differentiator is to embrace and combine all the varying disciplines for powerhouse business growth. To my amazement, what typically would be kept secret is openly spelled out in the brand-new book, Reinventing Virtual Events, published by Wiley, and authored by Julia Nimchinski and Justin Michael. The content spells out top-notch business advice from leaders in the field.
Reinvention is Essential for GrowthAlthough planning a virtual event may be outside your plan, the concepts and facts behind the title are bound to help businesses of all types. The theme is to cross-train the skills of staff and oneself. It’s only the beginning to have an excellent skillset in one field, but imagine how and what a cross-over to other disciplines will do for your career or business.
Long ago, a coach advised me to continue adding streams to my core expertise of sales for a more robust output. He then spoke of the ‘Power of 10.’ When we possess one skill, we reach one audience. But the results can be exponential when we expand upon our skills and services, to ten offerings, as an example. Mathematically, when we multiply 10 x 9 x 8 down to 1, the powerhouse business growth number is 3,628,800.
It may sound unimaginable to dedicate oneself to learning the skillset of ten different careers. However, when we undertake to learn the essentials of a couple of other disciplines, we are well on our way. Cross-training oneself plus employees will guide you to the results you desire that may have been previously unimaginable.
HYPCCCYCL is the creation of Julia and Justin, featuring top B2B revenue leaders cross-training their GTM (go-to-market) skills with VCs. The content of Reinventing Virtual Events provides excellent insights to enable you and your teams to achieve more than you may currently believe to be possible. Watching the games in action is remarkable, an ideal learning vehicle, and viewers often participate in future rounds. The book sets the stage for our new business model, and we invite you to join the performance, literally.
If you have any lingering doubts or are consumed with intrigue, you may find more information about Julia Nimchinski and Justin Michael on their LinkedIn profiles.
Office Environment and Entrepreneurial SpiritToday’s theme is not only about learning and combining varying skill sets but also embraces the theme of an inclusive environment. Each person on one team possesses experience and knowledge. Above, we speak about exponential results. Imagine what the cross-over of training between disciplines utilizing everyone’s experience can do for the overall business growth outcome. Moreover, the diversity of teams adds to a greater depth of knowledge that may convert to intriguing a far more robust audience.
In Conclusion: Top-Notch Business Advice from Leaders In The FieldThe choice is always ours to either dismiss the business advice from leaders or pay serious attention to do our due diligence by researching what they have to say. Feeling secure with your current knowledge becomes the right time to heed top-notch business advice from leaders in the field who are making a difference in society.
It’s important to have a POS system that you can rely on when you’re running a business. If you have an older system, it might not work as well as you’d like it to. Have you been thinking about upgrading the system as of late? Read on to learn about eight good reasons to update your POS.
- The Old POS Might Be Too Slow
One thing to consider is that your old POS is likely too slow. Many stores are operating using old systems that run far too slowly for modern times. This makes it harder than it should be just to complete a simple transaction. It’s frustrating for customers and workers to have to deal with slow systems, and that’s a good enough reason to upgrade itself.
- Upgrading Will Improve Efficiency
Improving the system will allow you to operate more efficiently. You’ll get more done in a shorter amount of time. What took a very long time with the old POS will now be completed in a fraction of the time. A big upgrade from an older POS will be so noticeable that you’ll wish you upgraded sooner.
- Better Software and System Integration
Better software and system integration is another strong reason to upgrade. Older systems won’t be able to properly handle modern software and systems. Using an obsolete POS system is not wise. It’d be far better for your company if you chose to upgrade the system so that everyone will be able to use new features and enjoy improved security measures.
- A New System Makes Things Easier for Workers
A new system is going to make things so much easier for workers. Think about how much an older system saddles employees and makes it harder for them to do their jobs. A faster and more efficient system will change everything. These modern POS options are so much more intuitive and user-friendly that you’ll never want to go back to the way things were.
- Easier Inventory Management
There’s a good chance that inventory management is cumbersome if you’re using an old system. Modern POS terminals make it so much easier to manage a store’s inventory this is especially true for businesses with a large inventory of products like a grocery store which should utilize a grocery store pos system. You can have a simple time counting your inventory, and the numbers will be much more accurate. It’s a quality-of-life change that will help your business in various ways.
- You’ll Have Less Administrative Work to Worry About
Having less administrative work to worry about is truly helpful, too. There isn’t as much that you need to input when using a modern POS. A lot of the administrative work that you needed to do is now automated. Even the things that aren’t automated will be easier to accomplish due to an improved UI and an overall faster system.
- Improved Sales
It’s very likely that your sales will go up quite a bit when you switch to a new POS. Having a new system will make it easier to complete sales. You won’t have to worry about customers walking out due to your slow system. The customer experience being better will improve the reputation of your business, and it’ll make the overall shopping experience so much nicer.
- It’s Cost Effective
Perhaps the biggest reason to upgrade your POS setup is that you won’t have to spend an exorbitant sum of money. You can get a modern POS and improve your business without breaking the bank. There are many great solutions out there that are also affordable. So it’s wise to look into your options so that your company can start operating more efficiently.
It’s easy to see why it’s worth your time to upgrade your POS. Any of the reasons above will be enough to make you want to upgrade. When you look at them all as a whole, it should be clear that you need to upgrade your system as soon as you’re able to.
Are you struggling to survive in today’s competitive ecommerce industry?
Look no further.
In this guide, you will discover the tactics you need to survive and thrive in the ecommerce industry.
From using social media to developing a strong brand, we’ll cover crucial tips you need to know to take your ecommerce business to new heights.
Let’s hop right in.
- Stay ahead of the competition with innovative shipping strategiesAnalyze your current shipping processes.
Are your shipping times competitive with other similar businesses?
Are your shipping costs reasonable?
Are you offering enough options for your customers?
Once you have a good understanding of your current shipping situation, start thinking of ways to improve and develop an effective shipping strategy.
Consider offering express shipping options for customers who need their products quickly. This helps you stand out from the competition and attract customers who value promptness.
Another option is to offer free shipping over a certain order total. This is a great way to incentivize customers to spend more while also differentiating yourself from competitors who may not offer this perk.
Consider offering a subscription service where customers can pay a monthly fee to receive free or discounted shipping. This increases customer loyalty and repeat business.
- Continuously gather and analyze customer dataIt’s essential that you continuously gather and analyze customer data.
Understanding your customers’ preferences, behavior, and needs helps you make informed decisions about your ecommerce business and keep you ahead of the competition.
To gather customer data, use various tools such as Google Analytics, customer surveys, and social media analytics.
These tools provide valuable insights into your customer’s demographics, purchase history, and buying behavior.
Once you’ve gathered your customer data, start analyzing it.
Look for patterns and trends in the data and use this information to segment your customers into different groups. This allows you to tailor your marketing and sales strategies to different customer segments, resulting in more effective campaigns and higher conversions.
Additionally, conduct surveys and get feedback from your customers. This helps you understand their needs, what they like and dislike about your products, and what changes they’d like to see in your store.
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Use social media effectivelyWith effective social media marketing strategies, you can:
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Grow your followers on Instagram organically (among other social media platforms)
- Build relationships with influencers who will then help promote your products
- Reach and engage more customers
- Establish your ecommerce brand as an authority in your industry
- Etc.
To dominate social media, define your target audience and tailor your content to speak directly to them. This means understanding what they want to see and what they’re looking for in a product.
Use active voice and write in the second person point of view to engage your audience and make them feel like you’re speaking directly to them.
Next, focus on creating visually appealing content.
Use high-quality images and videos to showcase your products and make them stand out. Also, use Instagram stories, IGTV or Reels to show your business behind the scenes and give your brand a personal touch.
Feel free to experiment with various content types, such as live streaming or user-generated content. These can be great ways to connect with your audience and build trust.
- Develop a strong and differentiated brandTo establish a strong and differentiated brand, consider creating a unique and engaging customer experience.
Do this by providing exceptional customer service, offering personalized recommendations and tailored solutions, and going above and beyond to exceed customer expectations.
Ensure your customer service is easily accessible and responsive. Be visible on multiple channels such as email, phone, and social media.
Also, provide your customers with personalized product recommendations based on browsing and purchasing history. This increases their chances of finding what they’re looking for and makes them feel valued.
Implementing these strategies will create a unique and engaging customer experience that sets you apart from your competitors and helps to establish a strong and differentiated brand.
- Keep track of industry trendsYou can stay informed about the latest developments in your field and adapt your strategy if you keep track of industry trends.
This helps you identify new growth opportunities, improve your products and services, and stay ahead of the competition.
For example, staying informed about the latest ecommerce technologies and trends can help you to improve your website’s user experience and make it more mobile-friendly, which can increase your sales.
Keeping track of the latest trends in product development also helps you identify new products or services that your customers will be interested in.
If the stars are aligned, you might even find yourself the only ecommerce store selling a new, hot product that your competitors haven’t caught on yet!
- Invest in hiring a reliable marketing agencyA high-performing marketing agency can do wonders for your ecommerce business.
With their industry knowledge, they can develop and execute effective marketing strategies that highly resonate with your target audience.
Suppose your target customers are based in New Jersey.
Consider hiring a reliable digital marketing agency in New Jersey so the agency has a solid grasp of your target audience’s buying behavior. (The agency is from New Jersey, after all.)
The marketing copy they’ll create will include local areas, language, or other peculiarities other agencies (that aren’t based in New Jersey) wouldn’t know.
Often, these seemingly insignificant mentions of local areas or verbiage play a crucial role in converting your site visitors into paying customers.
What’s more, marketing agencies live and breathe selling.
They are well-versed in tactics and strategies for generating site visitors, leads, and even sales.
What’s next?The tactics mentioned above are far from complete. However, they can help you reach a wider audience, drive more sales, and establish a competitive advantage in the market.
The key is to stay updated with the latest trends and technologies and be willing to adapt and adjust your strategies as necessary.
With the right approach, your ecommerce business can survive and thrive in today’s competitive market.
From a financial and operational point of view, having data and strategies that are too general is not enough for a firm to be successful. Regrettably, it may be difficult to bridge the gap between data that does not relate to a single individual and the characteristics of that individual when the data in question does not pertain to a single individual. You have to acknowledge the fact that the people you are trying to sell want to feel like you understand them, that you respect them, and that you appreciate them in order to make your marketing interactions more relevant. It could come as a surprise to you to learn that the vast majority of people do not make use of generic offers. However, if consumers believe the offer was crafted with them in mind, they are more likely to take it even though the financial benefits are lower. If this is the case, how can you ensure that your marketing plan is both relevant to each individual and easy to understand?
Find Your Own RecordsAlthough every marketer is aware of the significance of data, it is not always easy to understand the reports that contain your data. In a typical marketing department, anything from 35 to 50 different data collection and processing methods are utilized. It should come as no surprise that a significant volume of data is scattered across a great number of reporting dashboards. When compiling information from a variety of sources in order to develop a comprehensive picture, it is simple to become distracted from what really matters and miss something vital in the process. Because of this, it is in the best interest of every marketing expert to establish their own dashboard from which they may collect data from a variety of different sources. You can change it to present the most important information for your company, and you can also use it to save time and make data easier to understand. Both of these features can be accessed through their use. By customizing the report, you will be able to obtain all of the information regarding your customers as well as how they interact with your company that you require. Consequently, your team has the knowledge necessary to communicate in a friendly manner as a result of this. It’s possible that this will require working with a Top digital marketing company.
Read Any RemarksThere is no denying that social media platforms may be places where users hold a variety of perspectives. A large number of people are of the opinion that reading comments on social media platforms is upsetting and harmful to their mental health in a variety of different ways. However, as a company, you cannot disregard the remarks made on social media. Since these factors have the potential to make or break your company, it is imperative that you are aware of what consumers think about your brand at all times. In a general sense, it takes around 40 positive customer experiences to neutralize the effects of a single unfavorable review. If a customer leaves a negative comment on one of your social media pages, your first priority should be to get in touch with that customer and find out why they left the comment in the first place. Reading the comments that your customers have left for you might provide insight into how they think, what they want, and the difficulties that they are facing. While you are learning how to communicate, you may make use of the knowledge to improve not only your product but also the experience it provides to users. The feedback you get on social media can serve as the foundation for your marketing strategy.
Develop your Customer Service StaffThe customer service team interacts closely with your customers. They are the first to receive inquiries and concerns. Therefore, call centers and knowledgeable customer service representatives are the best places to obtain information about clients. They can assist you in identifying recurring issues with your products and communications. They provide crucial information regarding what customers want and their issues. The backlog in customer service has plenty to teach your marketing team.
Create FunShould marketing always be taken seriously by companies? Even if you must be professional, you may still create entertaining marketing strategies. Studies have shown that funny messages are more likely to get a good response from clients. Because life can be difficult, most people like hearing something humorous. Playful marketing is simple to comprehend and might encourage favorable brand associations. Funny marketing is more effective at attracting people’s attention and establishing a genuine connection. Find the right balance between funny, memorable, and on-brand content if you want to boost sales and the brand’s reputation.
Use Numerous ChannelsAs was already said, you should use both online and offline channels to make it seem like your conversations are happening right now. However, it is also necessary to experiment with diverse methods of business promotion. No longer are Facebook and Twitter the only significant social media sites. Your consumers may currently be on Discord, Twitch, or TikTok. Your brand stays relevant to different types of clients as long as it is seen where your audience hangs out.
Don’t Be Fearful Of Making MistakesEveryone commits errors sometimes. Businesses occasionally send the incorrect message or send it at the incorrect time. But customers are more likely to look past mistakes if the business is willing to admit to them. If you apologize to your audience after committing an error, it could be a terrific public relations move. A brand that makes errors apologizes for them, and learns from them is more connected to its audience than ever before.
In the end, marketing is the art of making a company’s goals and statements relevant, approachable, and personal to the people who will hear them. Businesses must be able to build trust with their customers through their marketing. Because of this, it is important to encourage data insights, fun, a variety of ways to communicate, and open interactions.
It is important to find your target audience before using any marketing strategies. Knowing and understanding your target audience will enable you to streamline your marketing efforts, save your budget, and make sure your efforts are not wasted. Finding out who your target audience is, will enable you to see whether you should be focusing your efforts on social media and video marketing, or another type of marketing strategy. But how do you find them?
Knowing the difference between the target audience and the target marketFirstly, it is quite important to know the difference between your target audience and your target market. Your target market is the general band of consumers you are trying to reach, whereas your target audience is a select segment of those people within the target audience. Here are some steps you can take to separate them and help you find your target audience.
#1 Analyzing your competitors
A great place to start is by looking at who your competitors are targeting, as this selection of people will likely be the exact same audience that you are interested in. You can take a lot away from what your competitors are doing or not doing.
#2 Look at your current customer base
Another easy way to help you figure out who your target audience is can be just by looking at your current customer base if you have one. This will tell you a lot of information already as you should be able to see who predominantly is buying from you. However, if you are a new or smaller business then this might not be quite so straightforward to do.
#3 Figure out who isn’t in your target audience
You can always reverse engineer your marketing strategies by figuring out who you do not want in your target audience, even if they are in your target market.
#4 Revise your customer base regularly
Even if you think you know who your target audience is, you should be continuously revising the information and data you have about your customer base. The reason for this is people’s buying habits and trends are fluid and always changing.
#5 Conduct market research
Similarly, to analyze your competitors, just by doing some basic market research you will be able to see and find trends of who is interested and buying what, and who isn’t.
Reaching your target audienceOnce you have found your target audience, your next step is to reach them through marketing. Video marketing is a hugely successful strategy in capturing the attention of your target audience, and there are plenty of people and businesses with the skill sets and knowledge out there who can create your marketing videos, such as Marcus Hansen video production services for example. There are many other ways in which to grab the attention of your target audience, and different methods depending on who your audience are.
There are other ways in which to find your target audience, but these steps should help you get started.
If you want your store to really stand out, then you’re going to have to create a brand that stands out from all of the rest. When your customers set foot in your store, they are offering you the opportunity to hand them a powerful brand experience where you are in full control of what they experience. This goes beyond just what they see. Your visual brand is undoubtedly important and you should start from there but, beyond that, we’re going to take a look at what else you can do to have your brand emanating from every inch of your store.
The service
The most important part of your customer’s experience of the store is all down to how they interact with your team and get the help that they need. There’s no quick fix that can provide great customer service for you, you need to work for it. Customer service training for your team can help them better address queries and deal with more difficult customers. Of course, you have to make sure that you’re hiring those with some degree of natural aptitude for handling others, as well. Most importantly, treat your front-line workers as the valued team members that they are. If they’re dissatisfied, there’s a high chance that your customers will be, as well.
The sounds
A lot of stores will have the radio on when customers visit and they might be playing something as simple as the local radio. Aside from avoiding the awkward experience of shopping in total silence, this does have a subtle effect of making the store seem more approachable and modern. However, you can have much more control over the brand that you create if you take the time to think about what soundscape you want to create. You can look at some of the most relaxing music genres, for instance, to help put customers at ease, making them more likely to spend more time in the store. Restaurants and other branded spaces that lean heavily into certain cultures for their cuisine and products might be more likely to lean into music that is evocative of the same culture, too.
The smells
How your business smells can play a much bigger role in how customers see the space than you might think. Our sense of smell is one of those that are most closely connected to both our memories and our emotional reactions. As such, using the right scents can trigger something in the buyer, be it a sense of nostalgia that makes them yearn more for the space, a sense of calm that eases them into spending more time there, or even something exotic and nice that tempts them in further. Using scent diffusers in your store can help to create a truly premium shopping experience that speaks to customers through all of their senses.
The products
Your branding might be there to help you sell your products, but you can also do a lot to help your products sell themselves. Visual merchandising is the art and practice of having your products displayed in varying levels of prominence to attract buyers. Putting your most attractive and interesting products in the windows of your store and in displays throughout will attract customers to explore further, creating a curiosity that could encourage them to look at the rest of your stock, as well. Depending on the type of store that you run, visual merchandising can be used for all manner of effects, so it’s worth working with a specialist to see how you can best use the products at your disposal.
The extras
There are plenty of other little touches that you can add to your store to make it a more appealing and luxurious experience. For instance, a lot of high-end retail stores have started stocking coffee makers in their stores. Not only can you add to the sensory pleasure that the customer associates with the environment, but a warm cup of coffee is also more likely to keep them hanging around in the store for a while longer. Comfy seats can also play a big role in making the store experience more pleasurable, especially for those who might be accompanying those who are doing the shopping and could use a place to rest.
Creating a more complete branded experience can make a huge difference in creating a vibe that not only attracts customers but keeps them shopping for longer. Think about every tool at your disposal when you’re trying to complete your store brand.
The more features a product has, the better. Or at least that’s the lesson from the market leaders. Apple and Samsung are constantly trying to shoehorn more features into their phones, whether customers want them or not.
However, the reality for most entrepreneurs on the ground is actually the opposite. Most features are pointless, particularly in the beginning. Then, as the product matures, they become more relevant, but not always essential.
As such, MVPs or “minimum viable products” are becoming the rage. Here companies try to shift something that’ll do the job but doesn’t necessarily have all the bells and whistles of the final product.
But why are MVPs rising? Let’s find out.
They Help Firms Generate Revenue Fast
Startups are usually operating under strict time constraints. They need to get products out to market rapidly before they run out of capital.
Before MVPs, that was challenging. Everything had to be perfect and complete for launch. But with minimum viable products, things are changing. New brands can start selling months or years ahead of schedule and begin generating revenue internally. They can then use these funds to develop their ideas more.
They Help Firms Gather Feedback
MVPs are also excellent tools firms can use to gather feedback from their audiences. That’s because it’s a real product with utility. Customers can use it to their advantage and give their opinions on them.
Brands don’t always know which direction to take product development, so putting an MVP out there can help a great deal. Customers can then give their opinions and direct the company’s processes.
They Make It Easy To Decide Which Features To Include
Related to this, MVPs also tell businesses which features to include in their new products. Firms can learn how conjoint analysis works and then deploy it to find out what customers want.
Knowing which features to include is tremendously helpful. It enables firms to move more quickly and accurately in the right direction. It also helps them use their funds more efficiently. They can avoid taking product development opportunities down a blind alley.
They Help With Timing
Sometimes, brands need to get to market quickly to take advantage of an opportunity. If they wait a few months, they could miss the boat and somebody else could come to dominate.
With MVPs, though, the risk of being left behind goes down. Usually, firms can get their core products out to market quickly and then patch them later when new development occurs. This way, it only takes a few months to respond to an opportunity, not years.
They Please VCs
Venture capitalists love the concept of MVPs and want to invest in brands prepared to launch them. That’s great for attracting capital and keeping the business afloat financially. If investors can see that you have something in your arsenal, they’re much more likely to choose you as a result.
So that’s a wrap: MVPs are great for small companies because they make things happen. They put a stop to procrastination and put the firm squarely in business mode.
E-Commerce has drastically changed the way people buy and sell almost everything. For startups, this transformation has been dramatic, especially when it comes to software. Buying processes that used to take months can now be finished within seconds using a credit card and only a few clicks.
While it might be easier than ever for companies to purchase software as a service (SaaS), that doesn’t guarantee success for providers. In the current digital world, the software is sold, not purchased, meaning SaaS providers must actively educate, engage, and support customers. Here are several tips for SaaS sales success.
- Create a great SaaS demo experienceA well-executed demo can go a long way in closing a deal when you are selling SaaS. It can convince prospects to buy, while a bad demo will easily lose potential customers. As with any sales representation, understanding your audience is the key to SaaS sales success. This includes knowing who you are selling to, their needs and pain points, and the level of their technical expertise.
This will help you determine your demo’s overall approach and tone. In addition, you will need to set up your environment to ensure your demos are successful. Great sales demo environments are not created by magic, meaning you must have the appropriate tools in place, both people and technology.
- Keep your trials short and simpleA long free trial may seem like a perfect way to hook prospects, but making your customers go through a series of hoops just to access a trial is a fail-safe way to generate high drop-off rates. Trials should not be any longer than 14 days for nearly all startups.
A simple three-set activation that needs only an email and a password are far more inviting. In addition, reducing your sales cycle from six to three can significantly lower your customer acquisition costs. You can set up a series of communications to maintain the momentum and engage with your customers as the trial progresses.
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Make customer onboarding a top priorityEffective onboarding can significantly boost customer retention and satisfaction. It can change how people feel about and interact with your brand since a good customer onboarding experience will lead to an instant connection between a new user and your product. After all, the first impression is the most lasting. Besides leading to customer retention, top user onboarding establishes trust and customer loyalty and provides opportunities for cross-selling and up-selling.
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Optimize your email campaignEmail marketing can improve your engagement and conversion rates and help build a loyal customer base if done efficiently. In fact, the best-performing SaaS companies are more focused on email conversion rates than ever since email continues to reign as the most powerful sales channel. To optimize your SaaS email marketing campaigns, focus on the four key email metrics. These include:
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Email deliverability
- One-page behavior
- Open rates
- Click-through rates
However, before you start your email campaign optimization, ensure that you have a high enough website traffic, clear business goals to link email performance, and a deep understanding of your target audience. It will be of little use if the email doesn’t add much to your campaign’s results, even if you optimize an email.
- Sell holistic, customer-centric solutionsSelling SaaS needs a unique mindset. Your sales team needs to put potential clients and their challenges first instead of checking off speeds and feeds. That way, your team will be able to identify the best apps or bundles to address these challenges.
When clients know the value they get from SaaS, you become a trusted advisor. This is essential in reducing customer churn and leading future up and cross-selling opportunities. To sell SaaS effectively, you must listen first, communicate a clear return on investment (ROI) and become an expert at handling unique SaaS challenges.
- Offer annual prepaid plansMost startups love SaaS products due to their consistent monthly revenue. However, post-paid plans tend to lead to slow income trickle to startups.
SaaS startups require a lot of fast income to maintain growth. Selling annual prepaid plans to customers is one of the best ways to acquire this, and it comes with a trade-off. Prepaid annual plans give a lot of instant revenue, even as much as a year’s worth of revenue per account. You can use this influx of income to hire more sales professionals, improve your product, or expand into new markets.
EndnoteSaaS sales are not easy, but if you incorporate the right tools and strategies in your sales cycle, you can significantly boost your chances of success. With these key tips, you can sell more SaaS and help your company become one of the most trusted technology advisors and go-to sources for the solutions your customers require to thrive.
Promoting your business event is a great way to get the word out and generate interest, but it can be overwhelming to figure out how to do it effectively.
Here Are Some Tips That Can Help You Get The Most Out Of Your Promotional Efforts:1. Social media:
Social media can be a powerful tool for promoting events, making it easy to reach new audiences quickly and efficiently. Start by creating an event page or group that outlines details of the event, including the date, location, cost, agenda items, and goals.
Then begin sharing information about the event on all your social media channels regularly to generate interest and excitement. Additionally, consider creating targeted ads for platforms like Facebook or Instagram, which allow you to customize who sees them based on their interests, location, and more.
2. Email marketing:
Email marketing can be a great way to reach out to potential attendees and keep them informed about your event. Start by creating an email list with contact information from people who have expressed interest in or attended your previous events.
Then begin crafting emails that include all the details of the upcoming event, such as date, time, location, and agenda items. Additionally, consider offering discounts or incentives for signing up early to increase attendance and engagement.
3. Traditional advertising:
Traditional advertising, like print ads, radio spots, TV commercials, and more, are still effective ways of reaching audiences who may not use social media or engage in online activities regularly.
Think about where your target audience spends their time – if it’s on the radio, consider using a custom flag creator, running a radio commercial, or doing a live interview. Look into placing ads in local newspapers and magazines if it’s in print publications.
4. Word of mouth:
Nothing beats word-of-mouth promotion when it comes to events. Ask colleagues, friends, and family to help spread the word about your event by sharing information with their networks online or in person.
Additionally, consider offering incentives like discounts for referring new attendees – this will not only boost attendance but also help create a more organic promotion around your event.
5. Cross-promotional partnerships:
Another great way to get the word out about your event is through cross-promotional partnerships. Reach out to businesses or organizations that are related to your event and offer to share information with their audiences in exchange for them doing the same. This type of strategic promotion can help increase awareness of your event quickly and cost-effectively.
6. Paid influencer promotion:
Paid influencer promotion is another great way to get the word out about your event. Look for social media stars or other well-known people in your industry who already have a large and engaged audience, and then offer them compensation for promoting your event. This type of exposure can help you reach new audiences quickly and efficiently – just make sure that their content aligns with the goals of your event before making any agreements.
By leveraging these different marketing techniques, you can successfully promote your business event and attract potential attendees. Remember to be creative, think outside the box and take advantage of all available resources to ensure success. With the right combination of promotional tactics, you can reach more people than ever before.
Positive or negative, the one thing you’re going to learn as a business owner is that all feedback is good feedback. The bad feedback you will get at some stage is still positive because it’s going to teach you everything that you need to know to make your business better for your customers. While it’s never nice to hear and it can be a bitter pill to swallow, negative feedback is going to help you to further your business and further your plans for the future. If you choose to ignore negative feedback, your business is actually the one that’s going to suffer. It’s always smart to pay attention to all types of feedback and listen to them carefully because you might be able to make positive changes that your customers really respond to.
A customer feedback tool either on your website or as part of your business plan is something valuable for you to invest in. When we discuss adding value to your customers, we also talk about the fact that the way that you treat your customers is really going to matter. If you don’t listen to good feedback, and you definitely don’t listen to bad feedback, you are telling your customers that their voice doesn’t matter and it doesn’t change anything when they do come back to you on things that are troubling them or that make them feel good. If you are going to fully embrace all positive feedback then you must embrace the bad feedback and you must action it where you can. Customer feedback is going to help you transform your business into a company that is customer centric and one that is set up for best growth and success. Here are some of the best benefits of customer feedback.
- You will be able to understand your customers on a new level. Customer feedback allows you to learn a lot about the people you are targeting. Remember, the customer is your target audience which means that if you don’t listen to them you genuinely need to reevaluate whether you should be dealing with customers in the first place. The information that they give you will tell you their experience, and when you understand what excites and what annoys your customers you are going to be able to craft a business model that is purely customer centric making them more loyal to your business.
- You make your customers feel heard. People sometimes just need somebody else to listen to them, and if you are not listening to your customers’ feedback, then you are going to be in a position where your customers don’t feel heard or appreciated. You need your customers to feel satisfied, and listening to them is a surefire way to do that. When customers can see that you are listening to the man trying to make their experience better this makes them more satisfied and more inclined to continue to use you. Closing the feedback loop is going to help you with this.
- Increase your customer satisfaction. Listening to feedback shows your customers that you care, and this makes for a much happier customer base. If the aim of your business is to have satisfied and happy customers, then surely feedback and listening to that feedback is one of the best ways to do it? The answer here is that it is! Make a point of listening to that feedback an action in it and you will have much happier customers and a much stronger business.
- You have the opportunity to improve. You might be under the impression that your business is doing a fantastic job, and it probably is! But how can you be sure? If you are choosing not to listen to the feedback from your customers then you can’t be doing that good of a job, can you? You can improve your product and service offering if you understand what your customers want and what they don’t want! This feedback could be valuable to you and your bottom line.
- Enhancing that customer experience. When you start listening to and paying attention to feedback, you are telling your customers that you want to know more. Isolating particular areas of your business to tweak the man to make them better especially when based on feedback is going to explain to your customers that you care about their opinions. This is the audience you are trying to impress, and if you’re not listening, they won’t be buying.
As the world transitions into a digital sphere, customers become more aware of their choices and are seen making more conscious and informed decisions. It has led businesses to seek stories that truly represent their core operation while connecting with the people on an emotional level. Brand identity is the primary step in doing so.
In simpler words, brand identity is a company’s promise to its customers. It needs to be bold, consistent, and, above all, unique enough to set you apart from others. Your corporate identity consists of the organization’s present, past, and future in a way that connects with the people. Let’s have a look at some of the many reasons why your business needs a strong brand identity:
- Creates Customer Connection
Developing a deeper connection with your customer can increase your customer retention value. Emotional connection with the audience imprints your brand into their brains and makes it recognizable. Today, most customers favor businesses that make conscious decisions and operate based on emotive goals. If you want to sell your brand, creating an identity that connects you with the customers is necessary. Behavioral science tells us how humans want to make rational decisions, but emotions ultimately drive them. So, a strong brand identity will not only retain customers but also attract potential clients, which is the goal of every profit-making organization.
- Represents Brand Story
The story behind your brand is a promise you make to your customers; a good and reliable business tells the customer what to look for. Creating a brand identity that tells your tale is only a job for some, as it requires analytical tools and an understanding of essential business leadership. People with a general MBA have a better grip on the subject because it helps them gain appropriate knowledge to consistently develop critical solutions for complex problems. For instance, if your brand story reflects creativity and innovation, your operations will revolve around bringing new ideas to life. You would have fulfilled your promise to the core by delivering the promise of innovations. And that will be your brand identity which represents your brand story.
- Develops and Maintains Focus
Lack of focus in leadership is a leading cause behind the failure of many businesses today. Increasing competition and industrial rivalry have misled entrepreneurs and driven them away from their primary goals. A strong business identity stops this from happening; it develops and maintains the focus by giving a goal-oriented and strategic approach to all business activities. It helps position the company on a path that leads to success and builds itself by maximizing all available opportunities. Brand identity becomes the company’s position statement and directly brings to it any new and great opportunity, even mildly related to the aspirational vision of the business. It simplifies and quickens decision-making because decision-makers can easily sense if the given choice lines up with their brand identity or needs to be discarded.
- Aligns and Attracts Employees
One of the primary reasons businesses stop growing is their high labor turnover and inability to attract top talent despite being in the market for a long time. Brand identity is not only for the customers to relate to but also a people’s perspective and hence holds importance for all company stakeholders. Because it defines the focus and streamlines communication, people feel better working for a business with a clear vision and set of objectives. They stay longer in the company and feel motivated, eliminating distractions and improving productivity. A company with a strong brand identity would also attract the top cream of the industry because it resonates with them. They would know how their efforts and energy at work would help the people at the end of the day and would want to be a part of your corporation.
- Promises A Competitive Edge
Not all companies find core competency in the early and developmental stages of the business. Understanding where your advantage lies takes a lot of time and experience. However, by maintaining a solid brand identity, you would already have a competitive edge. Like Apple, the company has a brand story that attracts all mobile users, and despite many other new entrances, it remains on top of the global market. Brand identity helps you convince your audience to purchase your company’s required goods or services. It gives them a reason that they are unique and different from many others in the industry selling the same thing as you. Nearly 60% of customers buy products from a brand they’ve heard of and are familiar with. Hence, you get a competitive edge over your rivals when you have a strong brand identity to represent your organization.
Your brand identity should be used to communicate your product’s purpose and values. This helps you connect with customers, build a loyal customer base, and increase sales. By establishing trust and credibility in the market, you can establish yourself as an industry leader, which will give you an edge over your competitors. Working with a marketing agency like Catalyst Marketing Agency can help you as a business to build your brand identity and achieve success in your industry. Your marketing efforts can help you reach more people and attract new customers, which will drive sales and revenue growth. If done correctly, you will have the upper hand over your competition.
- Opens New Doors
Some people may think that brand identity would limit you to producing a particular good or offering a predefined service only; they’re wrong. Brand identity makes you recognizable and reputable enough that your loyal customers would trust you with anything you want to sell. It opens new doors and creates opportunities for diversification. When the buyers know you’re reliable, you can promote a new product launch easily. Many people will be in line to sneak a peek at what you have in the corner. Many of them would already be looking for a solution to a pre-existing problem from your company. Even if your current customers line up differently from your new business’s targeted audience, they will assist you through word of mouth.
- Improves Company’s Value
The thing that defines a business’s growth and success is its company’s value. Brand identity is a factor that keeps on building your company’s commercial and financial value. It attracts investors and buyers and lets you set a price higher than usual because you already have a vast and loyal customer base. Brand identity would increase sales, improve growth and offer diversification opportunities for new markets. This is everything an investor is looking for. A powerful brand image would give them the satisfaction they are looking for and something they believe in.
Conclusion
In a nutshell, a company’s worth is defined by its future regarding its wealth, customers, and reliability. A brand identity gives a purpose to the people of the business by defining the goal to be achieved and directing them according to the brand’s persona. It attracts and retains customers, employees and investors. And open new doors of industry innovations, opportunities, connections, and networks.
It is amazing the creativity of coloring business. Examples include:
- Green, blue, grey, and brown hydrogen
- Colors in marketing and what they mean
- Economic activities that have colors attached to their names
- Red-collar, blue-collar, and white-collar workers
- Poverty color wheel
- The six hats of creativity
- Colors used in describing stock markets such as white and black candles for optimistic and pessimistic markets respectively.
- The colored matrix of risk
- The three colors of traffic lamps
Meaning of ColorsColors have meanings attached to them. The selection of colors serves purposes and color coding is used widely to communicate their meaning and actions required.
In general, the most used colors are
- Red- calling for attention, warmth, and power
- Yellow- signals creativity, happiness, and warmth
- Green- inducing the feeling of peace and freshness
- Blue- communicates confidence and loyalty
Colors in MarketingThere are fourteen colors used in marketing. These are red, green, blue, pink, purple, yellow, gold, orange, black, white, grey, brown, silver, and rainbow.
We notice that many colors used in marketing are also used in naming hydrogen. Are their meanings consistent?
Brown in marketing is an earthy, comforting color that conveys a sense of simplicity. Brown hydrogen results in coal gasification. The process of its production leads to its ill effects on the environment. This may explain the need for marketers to be careful when choosing a brown color in their campaigns and brand-building.
The brown economy is a name for economic activities that destruct the environment. This is consistent with the name for brown hydrogen.
Green hydrogen is environment-friendly. It conveys cleanness, safe to use and freshness. This is consistent with the purpose of using green color in marketing.
The green economy serves to offset the pollution the brown economy inflicts on the environment. This adds to the need of marketers to be careful when using brown color.
The red economy refers to the destruction of the environment and the fires burning forests. It is the unwelcome warmth of the red color in marketing.
The red-collar employees refers to workers who do their work outdoors, opposite to white-collar workers. The blue-collar workers do not work in offices but indoors on the floor.
The poverty color wheel emulates the color wheel. The references describe the color wheel as follows. The wheel’s hub represents absolute poverty. The wheel’s spokes represent the different needs of those living in poverty, and the rim of the wheel represents a life fulfilled.
The colors used are among others are
- Red- to symbolize children fighting poverty
- Light- is the sunlight of hope for poor children
- Blue- to symbolize compassion and the sky is the limit for the potential of the poor children
- Green- to symbolize healthy life for the poor children
- White- represents the purity of the hearts of poor children and their right for safety.
The creativity six hats
- Green- creative ideas
- Blue- processes and thinking about thinking
- White- transparency and facts
- Yellow- to represent facts
- Red- to convey feelings and intuition
- Black- is the color of watching out and warning
Risk colors and traffic colors are consistent in their meanings.
The use of colors has a psychological effect on people. Their selection in business serves as the unspoken language that people may interpret differently.
Color has an incredible hold on our feelings and emotions. It is one of the first things that we notice in the world around us. That’s why smart marketers make a point of understanding the psychology of color in marketing. Is your brand up to the challenge? See more in the infographic below:
What is mass intimacy? We’ve all felt it (and it was readily possible during social distancing)! The innovative and creative agency Goodby Silverstein & Partners has created landmark work for companies incl Pepsi, Nike, and BMW (and many many more), and they’re helping pioneer mass intimacy.
Competitiveness applies to sports and sales; however, the ‘Commonalities between sports and effective selling’ offers much more. Everyone wants to win, but how we go about it is the differentiator for fan and client loyalty. Otherwise, working to win at all costs can be detrimental to a business, the team, and the individual.
My StoryIn the corporate arena, I had to prove to the doubting men that a woman can sell and do it well. The treatment left much to be desired. However, if I were to set an example, the impossible factor would be quitting. If I did stop, the men would have won and proved their theory that women belong at home. My commitment to ongoing learning helped me differentiate myself from the competitive crowd.
Serena Williams is a globally known tennis champion, a force to be recognized, and a role model for women. It’s important to acknowledge her accomplishments, given most sports figures in the news are male. In addition to her wins, she is also teaching younger family members how to succeed.
Williams’ first three quotes found via a search apply well to sports and business plus give the inspiration to continue learning:
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“I don’t like to lose — at anything — yet I’ve grown most not from victories but setbacks.”
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“Everyone’s dream can come true if you just stick to it and work hard.”
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“You have to believe in yourself when no one else does.”
Another excellent example is Muhammad Ali, who, over time, stated quotable moments that apply to life’s journey. His quotes are from long ago but are memorable and applicable today. I found the following quotes upon doing a Google Search:
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“I hated every minute of training, but I said, “Don’t quit. Suffer now and live the rest of your life as a champion.’”
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“If my mind can conceive it, and my heart can believe it—then I can achieve it.”
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“Live every day as if it were your last because someday you’re going to be right.”
The Real Competition is Within the IndividualSuccess or becoming a champion begins with our mindset and determination to succeed. Hard work doesn’t necessarily match the heartache or stress of overcoming unforeseen barriers. The thought of quitting may frequently arise, but those who fight the odds possess the determination to realize their winning strategy.
In the business environment, it serves everyone well to research the competition with an eye on how they serve their clientele. The objective is to gain insight into the strengths and weaknesses of our competitors. Doing so provides us with insight on:
- Where we stand in the pool of suppliers.
- Our deficits can put our competitors in a better position; research reveals what we are to improve.
- The advantages we may provide our clientele.
Honesty is always the best policy as it increases the prospective client’s attention. Without bad-mouthing the competition, it is good practice to share the differences between the delivery of your services and theirs to ask the client how they prefer to proceed. Their answer will produce an in-depth conversation with much insight to gain. Those insights that typically do not see the light of day will turn the salesperson into the champion of their team.
Your Story: Commonalities Between Sports and Effective SellingIt is challenging to remain positive every day throughout the year, but it is necessary to continue the motivating work. Athletes receive help from their coaches with strategic instruction on multiple levels. Similarly, employees and entrepreneurs may reduce their anxiety substantially by hiring a coach. Another approach is creating a dedicated peer group to share better strategies as they reveal themselves.
On the days that seem exceedingly doubtful, take time to reflect on your starting point. Recognize and confirm the lessons you have learned to date. Potentially, there may be a special recognizable moment to share with others that will help them improve.
Open communication is one of the better selling techniques as it opens the door to learning more about you. To get people to share their troubling situations and exchange ideas effectively is to have them embrace story-sharing. Similarly, encouraging others to share their memorable moments may spread much insight to those actively listening. Accordingly, you develop an inclusive team environment where everyone’s input counts. Individuals and businesses will all benefit from the process.
In Conclusion: Commonalities Between Sports and Effective SellingWe should never take our eyes off our end goal as we strive daily to improve our game approach for business, sports, and life. Whether we are on a sports or sales team, work remotely, or are entrepreneurial in our effort, we must realize what drives us and how to increase our motivation to continue. Our bonus is sharing our insights for overcoming challenges with those who follow our lead. The appreciation confirms the effort is worthwhile. Better yet is to witness those we help become leaders in their own right. Our outcomes will improve substantially upon acceptance of the commonalities between sports and effective selling.
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