Please ensure Javascript is enabled for purposes of website accessibility

Tag: marketing

Elevate Your Online Brand: How Social Media Marketing Can Boost eCommerce Sales

For eCommerce business owners, mounting competition in the virtual retail space makes it increasingly challenging to boost their online sales. Do you struggle when it comes to winning a new customer and retaining your existing ones? If so, you’re not alone.

Forward-thinking entrepreneurs and digital marketers are already leveraging the power of social media marketing in the eCommerce space. With 5.17 billion users on social media, why not capitalize on the immense potential and build your online clientele?

Social media has emerged as a powerful tool for brands to connect with their target audience, driving engagement to boost sales. With raging competition in the online retail space, social media marketing is no longer an add-on for digital entrepreneurs.

Rather, it’s a strategic tool to gain an edge over your competitors. 

On average, individuals spend 143 minutes on social media per day, which comes to roughly 2.5 hours. So, why not streamline your social media marketing strategy to present your offerings at their fingertips?

READ: eCommerce SEO – 6 Easy Tips to Drive Organic Sales

How does social media marketing strengthen eCommerce?

One of the best perks of using social media for marketing eCommerce products is the ability to track your customers’ online journey. Successful marketers are leveraging the power of social media platforms like Facebook, Instagram, Pinterest and Snapchat to understand their customers better. 

A recent study revealed that global eCommerce sales through social media marketing are projected to rise to $8.5 trillion in 2030 from just $992 billion in 2022. These numbers clearly define the tremendous potential of social media marketing for virtual retailers.

Benefits of social media marketing for online brands

Here’s how brand leaders leverage social media to boost online exposure and sales.

1. Enhancing brand awareness

As an active tool, social media engages millions of global users to enhance your brand awareness. As you interact with your target audience and discuss the launch of new products, the word spreads through likes, shares and comments. Social media marketers also create visually appealing graphics to narrate the story behind your brand.

Digital marketers also create content following popular social media trends that your followers find relatable. With increased brand awareness and recognition, traffic on your site gains traction, eventually leading to higher sales volumes.

2. Engaging your customers

Thanks to engagement metrics and data analytics tools, digital marketers can track social interactions and improve the overall virtual buying journey for their clients. 

Social media is one of the broadest platforms that connects eCommerce brands directly to potential buyers. Users can also raise queries about their grievances through social media channels for instant resolution.

Established virtual retailers like Ubuy also respond to customer inquiries on social media, review feedbac, and build brand loyalty. Eventually, this leads to better customer retention, as satisfied buyers tend to make repeat purchases from eCommerce websites.

A short response time on social media handles also creates a positive impression on your audience, reflecting agile customer service.

READ: How Brands Can Grow Customer Loyalty and Build a Positive Reputation

3. Targeted advertising

A wide range of advertising options is available on social media that help marketers target specific groups based on interests, online purchase behavior and demographics. Ecommerce brands, can, therefore, reach the right customers through advertisement for higher conversions and sales.

While potential customers use social media during their leisure hours, experienced marketers seize the opportunity to pitch their offerings informally through social media marketing.  That’s the reason users come across personalized recommendations of relevant products on their News Feed on Facebook.

This personalizes the user journey since these recommendations are based on their preferences and previous purchase history.

4. Social commerce

In the eCommerce domain, social commerce has turned out to be a popular trend.

Businesses sell their products directly on social media platforms. For instance, Facebook and Instagram allow virtual brands to create a shoppable feed of their merchandise. Followers can seamlessly access these products, leading to better sales and conversions. This innovative approach ensures that users need not leave social media platforms while making the purchase.

5. Online reputation management

As you try to gain traction in a competitive market, managing your online reputation is critical. Successful online brands showcase their reputation through social media marketing to build trust and instill confidence as they explore new shores.

Why not leverage positive feedback and testimonials of your existing customers on social media as you pitch your products to new ones? Words spread quickly through social media channels when your customers love your products!

The bottom line

Social media has evolved over the years, transforming from a mere platform for interacting with friends to a powerful tool to market your brand.

With new social media marketing strategies like influencer marketing, real-time streaming to sell products and personalization based on UGC (user-generated content) dominating recent trends, digital marketers have been proactive to spruce up sales. 

No wonder why established eCommerce brands and start-ups partner with professional social media marketing agencies to consolidate their position amidst raging competition. 

 

Fahad Khan is a Product Manager and digital marketing enthusiast at Ubuy Technologies.

Future-Proof Your Company: 5 Key Strategies for Business Success in 2024

The world and the economy never stop evolving, and in 2024, customers expect more than just great products.

Recent studies show that over 70% of consumers want to buy from companies that align with their values, especially in health, sustainability and digital innovation. This shows us the importance of understanding what people demand from the brands they support.

Business plans that fail to address the specifics of the post-pandemic world are likely to have a hard time convincing investors.

READ: Adapting to the New Norm — Post-Pandemic Work Culture and the Future of Remote Work

Prioritize health and wellness in your business model

Adding health and wellness into what you’re selling is more important today than it’s ever been.

People everywhere want to live healthier lives, and if your products or services can help them do that, you’re on the right track. This makes your brand more attractive and shows you’re serious about helping people live better. 

A health-focused workplace can boost productivity while seeing people as more than just workers. It creates a place where people feel valued and happy to come to work. Plus, it makes your company stand out to anyone looking for a job, attracting people who want to work in a place that cares about them.

It’s all about making your company not just a place to work, but a place where everyone feels they belong and are supported.

Leverage the gig economy for operational flexibility

Using gig workers lets your business adjust quickly when you need more hands on deck or when things slow down.

This approach is great for handling busy times or special projects without having to hire more full-time staff. It keeps your business flexible and able to react fast to whatever comes your way, making sure you can always meet demand without overextending.

Mixing permanent employees with gig workers gives your company the best of both worlds. You have the steady presence of your full-time team for the day-to-day operations, while gig workers can jump in for short-term needs or special tasks. This setup helps your business grow and adapt quickly, making it easier to take on new challenges or scale up without missing a beat.

It shows that your company is smart about how it operates, ready to change and grow in today’s market.

READ: Harnessing the Power of the Gig Economy — How Skilled Freelancers Can Boost Your Business Growth

Innovate for the remote-first world

Give your team the latest in cloud technology and project management tools. These are key for a smooth operation, making sure everyone, no matter where they are, can work together like they’re in the same room.

To keep the team spirit alive and everyone feeling connected, think creatively. Team-building in virtual reality (VR) offers an exciting way to bring everyone together, making it more engaging than traditional video calls. Create spaces on Slack or Discord for casual chats and celebrating small wins, which helps everyone feel like part of the team.

Use these strategies to enhance team morale and demonstrate that your company embraces innovation and is a place where top talent thrives. 

READ: 3 Trends That Will Shape Business in 2024 — Digital Tools, Labor Markets and Strategic Partnerships

Incorporate AI and machine learning for smarter operations

Start using AI and machine learning to enhance how your business operates.

These technologies can improve customer experiences, streamline operations and even lead to new product innovations. With the new set of tools at your disposal, consider making every part of your business smarter, faster and more intuitive for your team and customers.

For instance, you could use AI to analyze customer data and predict trends, helping you stay ahead of market demands. Or, employ machine learning to automate routine tasks, freeing up your team to focus on more strategic projects.

It shows you’re serious about staying competitive and future-proofing your operations and signals to potential investors and partners that your business is at the forefront of technological advancement, ready to capitalize on the benefits these tools bring.

READ: AI for Customer Service — 5 Easy Ways to Help Your Customers

Build resilience through supply chain innovation

Strengthen your supply chain with innovative strategies to make it more resilient.

Diversifying suppliers and investing in local sourcing are two main directions to follow. These approaches reduce risks, such as delays or disruptions, ensuring your business can always deliver to your customers.

Another key step is introducing real-time tracking and response systems. These systems allow you to monitor your supply chain closely and act quickly if issues arise. By innovating your supply chain, you’re setting your business up for smoother, more reliable operations. This demonstrates to your customers and partners that you’re committed to quality and reliability.

READ: Blockchain Development in Supply Chain Management — How it’s Changing the Game

The bottom line

The strategies we’ve discussed serve as the foundation for creating businesses with lasting impact and relevance.

Considering that only a small fraction of startups make a significant mark, it’s important to bulletproof your business plans and distinguish your idea in the crowded market.

Whether you’re already an experienced veteran or just looking at how to start a business in Colorado, the real challenge isn’t deciding whether to adopt these innovations but recognizing the risk of ignoring them. 

 

Chris Allen is the SVP of Marketing at Heartland, a people-centric fintech company helping over 1 Million entrepreneurs run and grow their businesses. He has 15+ years of executive Marketing leadership in B2B tech and SaaS.

Mastering SEO: How to Build a Quality Backlink Profile and Boost Your Website’s Performance

Search engine optimization (SEO) is crucial for online business success. Building a quality backlink profile, which consists of inbound links from other websites, is a key factor in improving search engine rankings and driving organic traffic. 

The link between backlinks and SEO performance is well-established, with 55% of businesses relying on organic search for website traffic. In today’s competitive digital landscape, understanding the strategic importance of backlinks is essential.

READ: This is Why Your Website Isn’t Getting Any Traffic — And 3 Ways to Fix That

Analyzing the quality of backlinks

While backlinks undoubtedly play a pivotal role in SEO success, not all links are created equal.

Search engines have become increasingly sophisticated in assessing the quality and relevance of backlinks, emphasizing content value over sheer quantity. To build an effective backlink profile, businesses need to understand the criteria used by search engines to evaluate link quality.

Factors such as the linking domain’s authority, the relevance of the linking content to your website, and the anchor text used in the link all contribute to the weight and value assigned to a backlink. Analyzing your competitors’ backlink profiles and leveraging SEO backlink tools can provide valuable insights into the quality of your existing links and identify opportunities for improvement.

Building a robust backlink profile

Building a strong backlink profile requires a strategic focus on quality content creation to attract high-quality backlinks organically. Effective techniques include guest blogging, industry discussions and influencer relationships. Black-hat tactics like link farms should be avoided due to potential search engine penalties.

Content marketing is a powerful, cost-effective strategy for lead generation and maintaining a healthy backlink profile. Partnering with a link building service can streamline efforts and maximize competitiveness in the evolving SEO landscape.

READ: eCommerce SEO – 6 Easy Tips to Drive Organic Sales

The Impact of Backlinks on Business Objectives

The benefits of a strong backlink profile extend far beyond improved search engine rankings. A robust backlink profile can directly impact key business objectives, such as increased web traffic and conversion rates. Look at the table below that shows the benefits of link-building techniques:

Technique Description Key Benefits
Guest Posting Write articles on reputable industry sites Brand exposure, referral traffic, authority, high-quality backlinks
Broken Link Building Suggest replacements for broken links Value for webmasters, high-quality backlinks, visibility
Infographic Promotion Create infographics, promote for backlinks Authoritative backlinks, social shares, brand awareness
Resource Page Link Building Suggest inclusion on resource pages Contextual backlinks, niche visibility, valuable resource
Content-Based Link Building Create shareable content attracting backlinks Organic backlinks, credibility, traffic, engagement
Link Roundups Contribute to curated industry roundups New audiences, contextual backlinks, brand visibility

Effective link-building techniques like guest posting, broken link building, infographic promotion, resource page link building, content-based link building and link roundups can contribute to achieving these objectives. Quality backlinks drive targeted traffic, signal trustworthiness, and contribute to long-term growth and sustainability.

The future of backlinks in SEO

As the digital landscape evolves, the role of backlinks in SEO will adapt.

While quality content and ethical link building remain pivotal, search engines may assess backlink context and intent more sophisticatedly using AI and machine learning. 

Ongoing monitoring and analysis of industry trends, consumer behavior (evidenced by the fact that 53% of shoppers research before making a purchase), and search engine updates are crucial for maintaining a competitive SEO edge and aligning backlink strategies with emerging technologies.

READ: 7 Reasons Local SEO is Excellent for Small Businesses 

Frequently Asked Questions

How many backlinks do I need to improve my website’s SEO ranking?

There is no fixed number of backlinks needed for improved SEO rankings. Focus on quality over quantity — a few high-authority, relevant backlinks are more valuable than numerous low-quality ones.

Can backlinks from new websites or blogs positively affect my SEO?

Yes, backlinks from new but high-quality and relevant websites/blogs can positively impact SEO, as new domains can gain authority over time.

How do I identify and remove toxic backlinks that are harming my website’s SEO?

To remove toxic backlinks:

  • Use backlink analysis tools to identify low-quality/spammy links.
  • Request removal from website owners.
  • Use Google’s Disavow Tool if owners are unresponsive.

The bottom line

In the ever-evolving digital landscape, the impact of quality backlinks on business websites and SEO cannot be overstated. By understanding the strategic importance of backlinks, analyzing link quality and implementing effective organic link-building techniques, businesses can gain a significant competitive advantage.

Embracing content marketing, fostering industry relationships and consistently monitoring and maintaining a robust backlink profile is key to achieving sustainable success in SEO and driving business growth.

How to Utilize Geotargeting in Advertising Campaigns

You wouldn’t dream of throwing money behind an ad campaign targeted at anyone and everyone roving the web, right?

Targeting is a core and necessary part of designing high-performance advertising campaigns, and expert advertisers are adept at understanding the ideal audience for a campaign’s goals and building accordingly. While it’s commonplace for adverts to be targeted via a host of characteristics — age, gender, interests, domain visits, cookies — far too frequently, location is left out of the equation.

Enter geotargeting, the newest and sharpest tool in your advertising arsenal. But how can we use geotargeting in campaigns to get the most value? Let’s find out.

READ: Determining Your Business’s Target Market – Why It’s Necessary and How To Do It

What is geotargeting?

Geotargeting is the practice of leveraging modern location data to augment your ad campaigns. By using GPS data from mobile phones, IP address geolocation or user-provided information, advertisers can target ads to show in specific locations only and ensure that advertising spend isn’t wasted on areas that offer little to no value for your business. 

Campaigns can be made as granular as required, and they can be incorporated into your broader integrated marketing communications strategy. 

Who can benefit from geotargeting?

Although we recommend every advertising campaign to include some form of geotargeting, even simply to a country or state level, there are many business cases where deeper levels of targeting are required. 

For example, any brick-and-mortar business that relies on footfall and customer retention to generate business — restaurants, hair and beauty salons, and so forth — should use strict geotargeting rules to ensure only customers within their catchment radius are shown their ads. 

Any businesses that can only provide services in a given radius or location, whether for cost-efficiency reasons or logistical, will also want to use hard-line rules for their advertising strategy. 

How do you use geotargeting effectively?

Geotargeting is only one link in the chain when an effective marketing campaign is concerned. It takes the sum of all parts to ensure that your advertising spend is used effectively and generates conversions. 

1. Understand the local audience

At the core of any focused campaign is the audience. If you don’t intrinsically know who your ideal customer is, how can you design messaging to answer their needs? 

Advertising is no different. While advertising focuses on directly promoting products or services to drive sales, Public Relations (PR) concentrates on managing the reputation and fostering relationships with the public. Understanding the difference between advertising and PR is essential as it helps tailor your messaging not only to meet customer needs but also to shape perceptions and maintain a positive brand image.

From the initial step of brainstorming ideas for domains or new product names, a business needs to always keep its customers at the heart of its strategy. Advertising is no different. 

Build “personas” of your ideal customers and learn what makes them tick. Once you’re confident, it’s time for the next stage.

READ: 7 Reasons Local SEO is Excellent for Small Businesses 

2. Consider your platform

Each platform handles geolocation data slightly differently, and it’s important to consider this when building your campaign. Social platforms are excellent sources of rich geotargeting data, thanks to the user behavior of location tagging being commonplace. 

Search engines, on the other hand, will have geolocation data but often rely on IP address methods to estimate a user’s location. 

In addition to these considerations, it’s worth noting the unique benefits that social media platforms bring to geotargeting strategies. They offer precise geotargeting capabilities and also the added advantage of fostering engagement and interaction with potential customers. 

By leveraging social media’s interactive nature, advertisers can create more personalized and engaging campaigns that resonate with their target audience on a deeper level. This increased engagement can lead to higher conversion rates and greater overall success for geotargeted advertising efforts.

3. Build strong keyword targeting

Keyword targeting is your strongest asset when choosing who will see live ads through search engines. Start with your seed keywords and build a robust list of target terms that form the initial launch of the campaign. 

Ensure to add negative keywords to your list, too, and add location-specific terms as appropriate. Never be afraid to change your strategy if something isn’t working — be flexible.

READ: Unlocking the Power of Keywords — A Comprehensive Guide to SEO Strategies

4. Create killer copy for target locations

The key to securing the conversions is the messaging itself. While the targeting work has put your ad in front of an audience, the content has to connect if you’re going to land the sale.

Think about the location you’re advertising to and build your content with personalized messaging in mind. Providing identifiable information that shows your ad is targeted — landmarks, matching local dialects and so forth — will help to build confidence with individuals who view your ad. Powerful content marketing tools can help to optimize your copy and get the best results.

The bottom line

Geotargeting should become an integral part of all advertising strategies moving forward. Take the time to add geolocations into your ad campaigns, support them with granular messaging and — as with all advertising — test, test and test again. 

With patience, you’ll see increased conversions and more efficient campaigns as a result. Always remain humble when something isn’t going right in a campaign and do what’s best for the customer.

 

Francis King is the Head of Demand Generation at OnlyDomains, a domain management solution that offers global services and support that can be accessed from anywhere in the world. Francis has been a part of the team since 2009. He is our go-to guy for everything online advertising. Originally from Melbourne, Francis cannot go a day without lifting weights; he is considering taking on Jiu-Jitsu next. Francis has written for other domains such as CEO Blog Nation and Together Platform. Here is his blog.

How to Edit Product Videos that Boost Sales for E-commerce Businesses

Forget static product images, the future of e-commerce belongs to dynamic, engaging product videos. According to a Wyzowl report, 82% of people have been convinced to buy a product or service after watching a video.

Product videos have become a crucial part of any e-commerce business’s marketing strategy. However, creating compelling product videos that boost sales often requires expertise in cinematography, editing, graphic design and more.

READ: Using Video in Email Marketing Campaigns — Best Practices and Benefits

Why you need high-quality product videos for e-commerce

Consumers are increasingly demanding more engaging and informative content before they make a purchase; product videos cater to that demand. Creating high-quality product videos is one of the biggest e-commerce marketing trends. You should capitalize on it for the variety of benefits it offers, including:

  • Better customer experience: Product videos can provide a more immersive and interactive shopping experience for your customers. With a product demo video, your customers can see the product from all angles, zoom in on details and even watch it being used.
  • Increased brand awareness: Product videos are a great way to show off your brand personality and allow customers to experience the product and the brand. Videos provide an audiovisual experience that fosters a sense of familiarity and trust with your audience.
  • Higher conversion rates: Product videos give customers all the information they need to make a buying decision. Conveying key product features and benefits in an engaging video format can lead to higher conversion rates.
  • Easier product discovery: With product videos, you can showcase products in visually appealing ways that engage viewers and compel them to learn more. This leads to increased time spent on product pages.

READ: From Clicks to Conversions — How to Craft an Effective Online Advertising Strategy

How to edit product videos that boost sales

When creating product videos for your e-commerce business, the goal is to showcase the key product features to generate qualified leads and boost sales. Here are a few strategies to get you started.

1. Start With a Clear Storyboard

Before you start recording, take some time to plan out your video. What do you want to achieve with it? What key product features and benefits do you want to highlight? You need to brainstorm ideas and plan the timeline for your product demo video. Once you have a clear plan, it will be easier to create and edit product videos that boost sales.

2. Focus on the product itself and how it works

Dedicate the content of your product video to weaving a narrative around your product.

Focus on the features that solve customer pain points or differentiate the product in the market. One of the key video advertising strategies for your product is to show it being used in real-world scenarios. You can supplement the main product shots with a supplementary b-roll showing customers enjoying the product. This will help viewers visualize how it might fit into their lives.

3. Use High-Quality Visuals and Audio

If you want to create and edit videos that boost sales, your video should look and sound compelling. Ensure smooth transitions, consistent lighting and professional-looking graphics. Also, you can make use of brand-appropriate sound effects to accentuate product functionality in action. A subtle, upbeat soundtrack can create excitement and energy.

READ: How to Utilize Color Psychology to Boost Your Digital Marketing Efforts

4. Keep it Short and Concise

Attention spans are fleeting, hence you need to grab viewers from the jump. Most people won’t watch a video that is more than a few minutes long. 

Thus, aim for a video that is around one-two minutes long and gets straight to the point. Start with a captivating question or a relatable problem your product solves to hook your viewers. End your product video with a CTA directing your viewers to take a specific action. This can involve visiting your website, subscribing to your channel, or purchasing the product.

The bottom line

All in all, product videos are a great way to harness creativity, technology and the power of storytelling in marketing to boost your product sales. With some basic tools and strategies, you can create and edit product videos that boost sales and showcase your brand in an engaging way.

 

Gaurav Sharma HeadshotGaurav Sharma is the founder and CEO of Attrock, a results-driven digital marketing company. Grew an agency from 5-figure to 7-figure revenue in just two years | 10X leads | 2.8X conversions |  300K organic monthly traffic. He also contributes to top publications like HuffPost, Adweek, Business 2 Community, TechCrunch, and more.

The Role of Customer Acquisition and Retention in Business Growth

The success of a business relies on multiple aspects, including the quality of products or services, efficient marketing tactics and smooth operational processes. However, the key ingredients for boosting revenue and growth are fundamentally twofold — attracting new customers and keeping existing ones.

Both customer acquisition and retention are essential for a business’s success. However, they also play unique roles in driving growth.

READ: How Brands Can Grow Customer Loyalty and Build a Positive Reputation

What’s the difference between customer acquisition and retention?

Customer acquisition and retention are key pillars in the structure of business growth, each playing a unique role. Understanding these differences is vital for businesses aiming to develop more impactful and efficient growth strategies.

Customer acquisition

Customer acquisition is the practice of drawing new customers into a business. This process involves pinpointing prospective leads, engaging with them through diverse marketing and sales techniques, and ultimately turning them into paying customers.

Frequently used tactics for this purpose include social media, improving online visibility through search engine optimization (SEO), creating engaging content and using unique advertising approaches. The main objective of acquiring new customers is to expand the number of customers, explore new market areas and increase sales.

Customer retention

Customer retention focuses on keeping existing customers and encouraging them to make repeat purchases. This strategy involves nurturing relationships with current customers, providing excellent customer service and ensuring customer satisfaction.

Tactics for increasing customer retention might include loyalty programs, repeat purchase offers, regular communication and high-quality customer support. Although it may not immediately bring in new revenue streams, a strong customer retention strategy can increase profitability over time.

READ: The Best Loyalty Program Promotion is Your Social Media — Here’s Why

Why is gaining new clients vital for business growth?

Securing new clients is widely seen as a driving force for a business’s expansion. The advantages of focusing on client acquisition include:

Revenue growth

Gaining new customers introduces new avenues for revenue. With a growing client base, the potential for increased income rises. This additional revenue can be reinvested in enhancing your products and services.

Competitive advantage

A great strategy for acquiring clients can differentiate your business from rivals. Attracting a larger customer base not only increases your clientele but also diverts them from competitors, strengthening your market standing and distinguishing your business.

Market expansion

Adding new clients does more than just grow your customer base — it also increases your earning possibilities. Reinvesting these extra profits into your business can lead to improvements in what you offer. Over time, this approach leads to more stable and sustainable growth through market diversification.

Brand development and market reach

Client acquisition is about more than just boosting sales. It’s key in exploring and penetrating new markets. For example, organizations focused on selling CAD integration products or expanding Next Generation 911 infrastructure need to ensure their sales efforts are reaching their target market. By reaching out to different demographics and locations, your business taps into new market segments, increasing its impact. This improved visibility is instrumental in attracting even more clients.

READ: Determining Your Business’s Target Market — Why It’s Necessary and How To Do It

Why is client acquisition equally important?

While attracting new clients is essential for business growth, the importance of retaining existing customers is vital. The benefits of client retention include:

Reliable revenue source

Current customers often provide a more consistent revenue stream compared to new ones. Their established trust in your brand leads to repeat purchases. Unlike new customers, who might purchase only once, loyal clients have ongoing needs and a deeper commitment to your brand. They also promote your business through word-of-mouth, bringing in new potential customers.

Business reputation enhancement

A solid base of long-standing customers significantly boosts your business’s reputation. Continuous customer relationships serve as a testament to the quality of your products or services, attracting new clients.

Innovation in products and services

Prioritizing client retention often involves constantly improving and innovating your offerings to align with your customer’s evolving needs. A devoted customer base provides a ready group of users who are more open to trying new products and giving valuable feedback.

More cost-effective than acquiring new clients

Acquiring a new client can be significantly more costly, sometimes up to five times more, than retaining an existing one. Strategies aimed at keeping clients, like enhancing customer service or implementing loyalty programs, are generally more cost-effective than the more elaborate marketing and promotional campaigns needed to attract new clients.

Take a balanced approach

While expanding your customer base is crucial for business growth, overlooking your existing clients can lead to a drop in revenue. Balancing new customer acquisition with the retention of current clients is key. Allocating resources to both these aspects is important for steady growth and fostering long-term success in your business.

 

Kevin Ruef HeadshotKevin Ruef co-founded 10-8 Systems after exceeding multiple companies’ sales records (both domestically and internationally). With more than a decade in sales, his experience ranges from B2B, B2G, and B2C. Since the company’s start in 2019, Kevin has been responsible for business development, strategic partnerships, and business operations.

 

Discover the Best CRMs for Small Businesses in 2024

Small businesses thrive by leveraging available resources in today’s competitive landscape. CRM software stands as a pivotal tool in this tech arsenal. It’s more than just data organization; it’s a game-changer, offering insights into customer behavior, preferences and interactions — key elements for adapting strategies effectively.

Utilizing CRM isn’t solely about data organization. It’s about leveraging insights to expand, enhance service, streamline operations and boost communication — vital aspects for long-term success.

READ: CRM-Metaverse Integration: — What You Need to Know for 2024

For small businesses, adopting CRM yields:

  • Centralized data management: All customer data, interactions and preferences in one place, aiding informed decisions.
  • Enhanced customer engagement: Understanding customers better and adapting strategies to meet their unique needs.
  • Operational efficiency: Automating tasks, freeing up time for strategic goals and client-facing operations.
  • Data-driven insights: Real-time analytics for better strategies and informed decision-making.

Unlocking these CRM benefits fuels growth and longevity in today’s competitive market.

The Top 5 CRMs for small business growth

Small businesses seeking to fortify their customer relationships and supercharge growth can explore these best CRM for business solutions:

Salesforce

Configurable dashboards, lead management, opportunity tracking and AI-driven insights through Salesforce Einstein are just a few of the many features offered by one of the industry leaders, Salesforce. Even though it’s not the cheapest choice, its versatility and scalability make it a fantastic substitute for growing small businesses searching for comprehensive client management solutions.

HubSpot

Because of its user-friendly design and comprehensive toolbox for marketing, sales and customer service, HubSpot is a compelling option for small businesses. HubSpot provides an integrated platform with lead generation, customer care ticketing, social media and email marketing for companies seeking simplicity and efficiency.

READ: How to Generate Qualified Leads for a Small Business — 3 Easy Tips

Zoho CRM

Zoho CRM is well-known for its affordability and adaptability. Its features include lead management, email marketing, workflow automation and sales pipeline visualization. Its price and customizability may be advantageous for small businesses, especially startups or those seeking a scalable solution.

Pipedrive

In terms of user-friendliness, Pipedrive excels because of its focus on effectively managing sales funnels. Utilizing its visual pipeline management technology, businesses may track deals, identify bottlenecks and speed up sales processes. Because it may assist small businesses boost sales, Pipedrive is a useful tool for those focusing on sales management.

Freshsales

Freshsales serves quickly growing companies with its AI-powered capabilities and user-friendly user interface. Lead scoring, email tracking and integrated phone and email features simplify lead interaction. Freshsales’s scalability and customization options make it a smart choice for businesses looking to expand and change.

Choosing your business’s best CRM

A lot of factors need to be considered while selecting the cheapest CRM for small business:

  • Business Requirements: Determine your unique demands, such as those related to lead management, marketing automation, sales pipeline visualization, or customer support features.
  • Scalability: Ensure the CRM aligns with your business growth plans without requiring frequent changes or causing disruptions.
  • User Adoption: Select a CRM that aligns with your team’s skill level and has an intuitive user interface to hasten adoption.
  • Integration Capabilities: Verify if the program can be easily integrated with other programs that you use for company operations, as well as whether it is compatible with currently installed tools. To make an informed choice that advances your company, it is critical to match these variables with your budget and your objectives.

READ: Four Must-Have Ecommerce CRM Integrations

The bottom line

Growing a small firm in today’s fast-paced business climate depends critically on optimizing client connections and operational effectiveness. CRMs work similarly to catalysts, assisting businesses in streamlining their operations, managing client relations more skillfully and enabling quicker expansion.

The top five CRMs for small businesses in 2024 — Salesforce, HubSpot, Zoho CRM, Pipedrive and Freshsales — offer distinct advantages tailored to different business needs. After carefully evaluating the requirements of your business, choose a CRM that will help you achieve both your immediate and long-term growth objectives. Using the right CRM may improve client relations and expedite operations for small businesses. They are now in a competitive position to succeed over the long run.

For small businesses, a well-thought-out CRM is more than just a tool; it’s a strategic investment that fosters customer participation, operational success and speedier development.

 

Ankit Agarwal headshotAnkit Agarwal is the CEO of Dean Infotech, a leading software development agency in Florida that specializes in Salesforce development services. As CEO, he not only oversees the company’s operations but also ensures that clients receive exceptional service and satisfaction. Through his informative blog posts, Ankit goes above and beyond to simplify complex tech concepts, making them easily understandable for a broader audience.

What is Programmatic Advertising (And How Does it Work?)

An innovative approach that has revolutionized the way businesses connect with their target audience is programmatic advertising, a technology-driven, data-centric approach to procuring and positioning digital advertisements. In contrast to conventional ad-buying methods that include human negotiations and manual insertion orders, programmatic advertising utilizes algorithms and technology to simplify the entire process.

How Does Programmatic Advertising Work?

Let us have a look at how programmatic advertising works.

Data Collection and Analysis

Data collection and analysis involve the systematic gathering and examination of information about the target audience to inform and optimize advertising strategies. Marketers start by creating detailed profiles of their target audience. This includes demographic information such as age, gender, location and income level.

Understanding how users interact with digital platforms is essential. Marketers collect data on online behaviors, including browsing history, search patterns and the types of content users engage with.

Learning about the preferences and interests of the target audience helps in tailoring advertisements to be more relevant and appealing. This data can include information about the products or services users are interested in. Knowing which devices (desktop, mobile, tablet) and platforms (websites, social media, apps) the audience prefers provides insights into where and how to deliver ads effectively.

Marketers use various sources for data collection, including first-party data (collected directly from their own interactions with users), second-party data (shared directly with partners) and third-party data (purchased from external sources).

READ: Battling the “Data Wheel of Death” in Business Development

Ad Inventory Auction

This is a critical component of programmatic advertising that involves the sale of advertising space in real-time through auctions. In the programmatic ecosystem, publishers make their available ad space, known as ad inventory, accessible for advertisers to bid on.

Publishers, which could be website owners, app developers or other digital platforms, designate spaces on their platforms for displaying ads. This can include banner spaces, video slots or other formats.

Publishers provide details about the available ad space, including the type of content it will be displayed alongside, the target audience and the format of the ad (e.g., display, video, native).

Ad inventory is made available in real-time, often through ad exchanges or supply-side platforms (SSPs). These platforms facilitate the connection between publishers and advertisers. Ad exchanges or SSPs play a crucial role in the ad inventory auction. They act as intermediaries, managing the auction process and ensuring that the transaction occurs seamlessly. Advertisers, through demand-side platforms (DSPs), review the available ad inventory based on their campaign objectives and target audience criteria. They then place bids on the ad spaces they wish to secure.

The bidding process occurs in real-time. Advertisers set a maximum bid for each impression, and the highest bidder wins the right to have their ad displayed in the designated ad space. The auction process often involves dynamic pricing. The winning bid may not necessarily be the full amount the bidder was willing to pay. Instead, it could be a slightly higher amount than the second-highest bid.

Once the auction is concluded, the winning ad is immediately placed in the reserved ad space on the user’s screen. This entire process happens in a fraction of a second as the webpage or app loads.

READ: From Clicks to Conversions — How to Craft an Effective Online Advertising Strategy

Optimization

Programmatic advertising platforms constantly monitor the performance of ad campaigns in real-time. Metrics such as click-through rates (CTR), conversion rates and engagement levels are tracked to gauge the effectiveness of each ad.

The data collected during the campaign, including user interactions and responses, is analyzed to identify patterns and trends. This analysis helps advertisers understand what is working well and what may need improvement. Based on the insights gained from the data analysis, programmatic platforms make dynamic adjustments to various campaign parameters. This can include changing bid amounts, refining audience targeting, adjusting ad creatives or modifying the timing and placement of ads.

Programmatic advertising often leverages machine-learning algorithms to automate the optimization process. These algorithms can quickly analyze vast amounts of data and make predictions about which adjustments are likely to yield the best results.

READ: 5 Metrics for Measuring the Success of Emotional Marketing

Cross-Channel Integration

Programmatic advertising is not confined to a single digital channel. It can span a range of channels, including display advertising, video, mobile apps, social media platforms, and even traditional channels such as television and radio. Advertisers can manage and coordinate their campaigns across different channels through a unified platform. This centralized approach streamlines the planning, execution, and monitoring of cross-channel campaigns.

Cross-channel integration ensures that the messaging and creative elements of the campaign remain consistent across various platforms. This consistency helps reinforce the brand message and identity, contributing to a cohesive and memorable customer experience. Advertisers can leverage audience insights and targeting capabilities consistently across multiple channels. This ensures that the right message is delivered to the right audience, regardless of the platform they are using.

Programmatic advertising platforms can adapt to user behavior across different channels. For example, if a user interacts with an ad on a website, programmatic systems can adjust the targeting parameters to deliver more relevant ads on social media or mobile apps. Advertisers can implement sequential messaging strategies, where a series of ads are delivered in a specific order across different channels. This storytelling approach helps guide users through a narrative or marketing funnel.

READ: Cracking the Code of Business Marketing — 10 Strategies for Success

The bottom line

In the dynamic landscape of digital marketing, programmatic advertising emerges as a transformative force. Its automated and data-driven methodology not only boosts operational efficiency but also equips advertisers with the ability to make timely and informed decisions.

As businesses increasingly immerse themselves in the digital domain, the comprehension and utilization of programmatic advertising’s capabilities are unquestionably crucial for attaining success in marketing endeavors.

 

Andy Beohar is the Managing Partner at SevenAtoms, a leading B2B demand generation agency. SevenAtoms is dedicated to driving growth for SaaS and B2B businesses through innovative and optimized paid search and is recognized by Google as a Google Premier Ads partner. At SevenAtoms, Andy plays a strategic role in managing paid search campaigns. Let’s connect on LinkedIn and Twitter!

The Ultimate Guide to WordPress Accessibility, and How it Can Boost Your Platform

More than 45.8% of websites across the globe were powered by WordPress in 2023. The figure was 43.2% in 2022. Whether you want to create a simple or complex website for your business, WordPress can create the most trusted, versatile and user-friendly platform for your business goals. However, when working with WordPress to build a robust and customer-centric website, you must be careful about WordPress accessibility. 

READ: Beyond the Basics — 7 Innovative Apps to Help Scale Your Business

What is web accessibility?

Web accessibility means exactly what the name suggests. When a website is designed and presented to its audiences in such a manner that they can easily access and navigate the website, it becomes an accessible website. The entire process of user interaction with various features and segments of the site becomes easy, time-saving and efficient. 

The more accessible your website, the more people you can pull towards it. Hence, you cannot ignore the significance of WordPress website accessibility when you wish to create a customer-centric platform for your business.

It is necessary to understand that a completely accessible website should be user-friendly for all types of people; even for users with cognitive, visual, auditory or neurological disabilities. Usually, when creating a website with WordPress plugins for accessibility, people with such disabilities are the main concern for most companies and web developers. Nonetheless, a fully accessible website does not target only people with disabilities, but also includes:

  • Users with a mobile device and competitively smaller screen with different changing input modes.
  • Aged users with limited vision, mobility and dealing with understanding difficulties while handling modern gadgets.
  • Users with temporary injuries or illness.
  • Users with limited internet bandwidth or poor connection issues.

Laws and standards for website accessibility

According to the Americans with Disabilities Act (ADA), there are strict norms for website accessibility for people with disabilities. Sites that do not follow these norms can face legal consequences. As a website owner, you should be aware of these consequences and associated risks of having a non-accessible website while running a business in the USA.

The World Wide Web Consortium (W3C) has designed and published Web Content Accessibility Guidelines (WCAG), which are broadly accepted as the standard. The latest version, WCAG 2.1 includes thorough guidelines for creating accessible websites for people with a vast range of disabilities, and you should follow these guidelines to avoid legal hassles as a website owner. 

The main aim of this law is to wipe out any discrimination between users regarding gaining information about a business, service, or product when it is available on the internet. That user can be your employee, customer, potential client or a general internet user seeking information on a general topic. Here’s a brief rundown of the legal requirements:

  1. Your website must be easily navigable to disabled users with the help of assistive technologies. Every page of your site must be compliant with ADA guidelines. 
  2. Your website pages need to have “text equivalent” graphics and images. That text must have description and information provided in a certain image or graphics for people with visual disabilities. 
  3. All the nonvisual information that appears on your website must be accessible with keyboard navigation. The nonvisual content of your site must be available under one “tab” on your keyboard or menu structure.
  4. If a person has difficulties navigating your website with the help of the mouse, then there must be shortcut keys on the keyboard through which each page can be easy to navigate while collecting information. Using short pages that do not need to be scrolled down or text alternatives for buttons can work best in such cases.

There are about 80 million people in America who find it difficult to access various websites because of their disabilities. If you want your business to grow and reach as many people as possible, then you must stay out of this queue and build an accessible website for all types of users.

READ: Mastering Customer Retention Strategy — The Key to Sustainable Business Growth

Easy tips to make your WordPress website accessible

  • Use Heading Tags logically and in an organized way to make the entire site easy to navigate for every user.
  • Always add Alt text to your images so that visually impaired users can understand what you want to tell through that image.
  • Try to use descriptive link text instead of just one “Click Here” button so that all types of users can understand why they should “Click” on a sudden button.
  • Be careful while choosing the color palate for your website. You need to avoid colors that can create issues for people with color blindness. Use enough contrast between the background and the text color of your web pages so that all users can read them easily.

Benefits of improving WordPress accessibility

  1. An accessible website means greater reach and more traffic.
  2. For SEO, accessible websites are the best to obtain a higher ranking on SERPs.
  3. WordPress has specific plugins that can make a website more accessible than before regarding design standards.
  4. WordPress supports software like screen reader by allowing alternative texts to images.
  5. With WordPress, keyboard navigation can be possible for people with visual disabilities. 
  6. WordPress has plugins for SSL certificates, including multi-domain SSL options. By implementing a multi-domain SSL certificate, ensure a safe and trustworthy online environment. This extra layer of security is crucial in protecting user data and preventing online fraud.
  7. WordPress also allows the developers to get perfect color pairing according to the guidelines of WCAG 2.1 mention the contrast ratio of 4.5:1 for each web page.

READ: What are Your SEO Content Gaps? Plus, 3 Ways to Fix Them

Let’s make the digital world more accessible for all

Making a website accessible means building a platform that maximum people can share and find reliable. This is highly imperative to run a successful global business in today’s scenario. This may seem challenging in the beginning, but the more you go deep inside the idea of inclusive design, the more you can reap all the benefits. 

Thus, you should pay attention to WordPress website accessibility to avoid legal issues and obtain a better search ranking. 

 

Rosie Brooks is a Content Creator with a strong technical background and more than a decade of experience with high analytical writing skills.

How Lighting and Color Impacts Your Brand Photography, for Better or Worse

The visual appeal of photographs, encompassing factors such as lighting and color schemes, holds substantial sway over consumers. This underscores the critical importance for small business owners to meticulously consider color and lighting when crafting their branding strategies and visual identities. Maintaining a consistent visual aesthetic not only fortifies a brand but also elevates its overall appearance, fosters coherence and trust, and more.

READ: How to Utilize Color Psychology to Boost Your Digital Marketing Efforts

The weight of lighting and color

Both lighting and color wield considerable influence on individuals. Colors, with their inherent meanings, play a pivotal role in shaping the perception of a business. Here are the symbolic representations of some common colors:

  • Orange: Warmth, confidence
  • White: Calmness, cleanliness
  • Green: Health, positivity
  • Blue: Corporations, trustworthiness
  • Pink: Femininity
  • Brown: Earthy, natural, stable, neutral
  • Yellow: Energetic, optimistic
  • Purple: Wisdom, royalty
  • Black: Sophistication

While these interpretations are broadly applicable in the U.S., small businesses with global aspirations or those catering to specific demographics must consider cultural nuances in color symbolism. For instance, red signifies luck in China, whereas in the U.S. it may convey power, boldness, or even danger.

Once a brand selects its colors, the subsequent consideration involves the role of lighting in photographs. Lighting dictates the mood, and balanced lighting can yield clear, corporate-style images, while dimly lit settings may evoke a moodier or darker atmosphere. Businesses must deliberate on the mood they wish to convey, deciding whether the imagery should exude brightness and cheerfulness or carry a sense of mystery.

READ: 3 Ways to Incorporate Branding in Your Packaging

Crafting a unified visual identity

Following the establishment of brand colors and lighting preferences, small business owners must focus on forging a cohesive visual identity.

The process is straightforward. Once a brand commits to specific colors, those exact hues should permeate all marketing materials, maintaining consistency through the use of precise hex color codes. However, a brand’s identity extends beyond color alone; it necessitates a distinctive logo, brand-specific fonts and a unique vibe

Determining whether the brand will project a professional, fun, lighthearted, or serious image is crucial, and this sentiment should resonate across all marketing materials.

Elevating brand perception through light and color

Color enables a brand to carve out its distinctive identity, while lighting contributes to the overall “feel” of the brand.

Ambient lighting, providing even illumination, is ideal for product photography, accentuating merchandise clearly. On the other hand, neon lights or darker mood lighting create a distinctly different ambiance. The choice depends on the desired mood — clear, bright images for trustworthiness and straightforward sales or exceptions that may require discussion with a commercial lifestyle photographer.

Tips for small businesses

Empowering small businesses to build a compelling brand that propels growth entails adhering to five key tips:

  1. Establish brand guidelines early on to maintain consistency in decision-making. Guidelines may encompass logos, colors, mission statements, typography, photography preferences, and brand voice.
  2. Define the brand identity by selecting colors and visuals that align with the business’s goals, origin story, and products.
  3. Develop visuals and marketing materials with a focus on consistency, a professional website featuring high-quality photographs, effective color utilization and a strong logo.
  4. Understand the target audience to create a visual identity that resonates with them, facilitating the creation of personalized content.
  5. Set the business apart by embracing uniqueness. Standing out in a competitive landscape can involve choosing unconventional colors or approaches that differentiate the business from its peers.

READ: Don’t be an “Average” Company — The Power of Prioritizing Team Happiness

Harness light and color to forge robust brands

Small businesses hold the advantage of crafting a potent brand from the ground up. Initiating this journey with a visually compelling identity is key. The selection of appropriate colors and lighting options represents just one facet of the process, yet it is instrumental in reaching and engaging the target audience while establishing a trustworthy and professional brand.

 

Jonathan Young of Jonathan Young Photography is a Los Angeles-based commercial photographer who creates clean and inviting images of people, food, and products that help to position them at the top of their genres.