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A Beginner’s Guide to Social Media Marketing: Embracing The Wild West of the Internet

Social media is still the Internet’s Wild Wild West. Platforms change like the wind, measuring ROI regularly proves to be elusive, and the online territory as a whole is more massive than many understand. We sat down with Philosophy Communication’s social media manager, Libby Stauffer, to learn where she has found nuggets of metaphorical gold throughout her social media marketing career. Here’s some of her best advice.

READ: Don’t Get Left Behind — Top 8 Social Media Trends for 2023

What are some of the biggest lessons or takeaways you’ve learned about implementing effective social media marketing?

Check your ego at the door

We are all familiar with the Golden Rule, “Treat others how you want to be treated.” When it comes to social media marketing, engage with your brand’s content how you want others to engage with it. If you’re not going to be your brand’s #1 fan, who do you expect will be? 

Social media just wants to have fun

In a world of buttoned-up websites, brochures and emails, social media is like the cooler, funnier sibling who has only one motive… to have fun! Save the straight-edge professionalism for your other marketing outlets and really let your brand’s personality shine. 

The golden question

When creating your brand’s content, rather than asking the question “How is this going to help my business?”, ask “How is this going to help my audience?” Libby recommends curating content that implements some combination of the four fundamentals of content marketing: inspire, inform, entertain, persuade. 

Stay nimble

Always be prepared to change up your plan and add new content at a moment’s notice. With the fast-paced nature of social and the low longevity of its content, if you have the opportunity to jump on an emerging trend, don’t wait. Your other evergreen content will be just as relevant tomorrow as it is today. 

Another important aspect is maintaining a finger on the pulse of your content’s sentiment. Sustaining a continual understanding of how your brand and its content is being perceived helps shape effective future content and discern the type of messaging that best resonates with your audience. 

READ: How To Organically Grow Your Company’s Social Media Presence

Keep your friend close and your competitors closer

Some of your greatest inspiration for new content will likely come from keeping a close eye on your competitors’ socials. Take note of what type of content receives the highest engagement, which posts are a “flop,” the posting frequency they implement and how they interact with their audience. 

What do you feel are some of the biggest mistakes brands make when it comes to social media? 

Choose your channels wisely

The most important factors to consider when deciding on your socials are your audience, your services/products that you’re selling, your competitors and your business goals. 

Too often, companies make the mistake of thinking that just because they can be on every platform, that they should. Because each platform differs between hashtags, tone of voice, audience and optimal graphic sizes, it can prove to be extremely difficult to maintain a successful presence on multiple platforms. If you cannot sustain a consistent content strategy across numerous platforms, there is no shame in scaling back to allocate your time, energy and resources towards a single platform. 

How many cooks are in the kitchen? 

At most, your posts should be reviewed by two to three brand stakeholders before it has the green light to be posted. Creating an excessively laborious flow of approval will only do more harm than good by creating unnecessary roadblocks that prevent your brand from being first on the scene. 

Another factor to consider when there are too many cooks in the kitchen is the increased likelihood that your brand voice will become altered amidst the excessive rounds of edits. 

Are you true to you? 

Prioritize authenticity. Because there is an endless amount of content vying for everyone’s attention, people are craving real brands that are unapologetically unique and true to them. Evolution has led humans to develop an expert nonsense-detector. 

From your experience, what are some of the most impactful ways to best utilize a small social media budget? 

User-generated content is king

User-generated content is original content that is created by an individual and/or consumer, rather than by the brand itself. The beauty of this type of content lies in the positive influence it has on a consumer’s trust and loyalty to the brand and how it builds a sense of community amongst its buyers’, without the company having to spend a single penny.

 

Alli Westbrook HeadshotAlli Westbrook is the social media coordinator for Denver-based marketing and PR agency, Philosophy Communication. While she is a writer at heart, she is deeply curious about social media’s ever-evolving landscape and its role in businesses’ success.

Mastering Video Advertising: Strategies for Unbeatable Impact and ROI

In today’s digital landscape, video advertising has become an indispensable tool for businesses aiming to connect with their audience and drive exceptional results. The power of video to engage, inform and entertain is unparalleled, making it a key component of successful marketing campaigns. This article delves into the world of video advertising, exploring proven strategies to create an unbeatable impact and achieve remarkable returns on your investments.

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

The Power of Video Advertising

Before diving into the strategies, let’s take a moment to understand the immense power of video advertising. According to recent statistics, more than 85% of internet users in the United States watch video content monthly, highlighting the tremendous potential for reaching a vast audience through this medium.

One of the most compelling aspects of video advertising is its effectiveness in capturing attention and engaging viewers. Studies have shown that users spend 88% more time on websites that feature video content, indicating higher user retention and brand recall compared to static images or text-based ads.

Defining your objectives

The first step in developing a successful video advertising campaign is to define your objectives clearly. Aligning your marketing goals with your video strategy will ensure that your efforts yield tangible results. Start by identifying your target audience and understanding their pain points, desires and preferences.

Moreover, set SMART goals for your video campaigns.

For instance, if your primary objective is to increase brand awareness, set a specific target for the number of views or impressions you want to achieve within a given timeframe. On the other hand, if your focus is on lead generation, aim for a specific number of sign-ups or conversions.

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

Crafting compelling video content

Creating compelling content is the cornerstone of an effective advertising strategy. Your video should tell a story that resonates with your audience, evokes emotions and sparks a connection with your brand. If full-service production is not an option, then we recommend considering various video editing options.

Consider using different types of video advertising strategies based on your objectives. For example:

  1. Explainer Videos: These are ideal for introducing your product or service and explaining how it solves a problem or meets a need.
  2. Product Demos: Showcasing your product in action helps potential customers understand its features and benefits.
  3. Customer Testimonials: Positive reviews from satisfied customers add authenticity and trust to your brand.

Additionally, if you’re looking to optimize file sizes for quicker online streaming or to save storage space, utilizing a reliable video compressor can be invaluable. This tool helps maintain video quality while reducing file size, ensuring smoother playback and faster loading times on various platforms.

Choosing the right platforms and channels

To maximize impact, choose the right video advertising platforms.

YouTube, the world’s second-largest search engine, provides vast reach and targeting options. Optimize videos with relevant keywords for YouTube search. Additionally, Facebook’s advertising platform offers immense potential with over 2.8 billion monthly active users.

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

Utilize audience targeting features for precise ad delivery. Embed video ads on your website or landing pages to increase conversions by up to 86%. Enhance your strategy with a video compressor tool. Compressing videos reduces file size without sacrificing quality, improving loading times and user experience. Achieve optimal engagement and maximize returns on your video ad investments.

Additionally, consider embedding video ads on your website or landing pages. Studies have shown that websites with videos on their landing pages experience an 86% increase in conversions.

Harnessing the power of social media

Social media is a treasure trove for promoting video content and engaging with your audience. Leverage social media platforms to share your video ads, generate buzz, and encourage user-generated content.

Collaborating with social media influencers can also amplify the reach of your video ads. Influencers can help introduce your brand to their followers, who are already interested in their content, leading to higher engagement and conversions.

READ: 12 Ways to Repurpose Social Media Content for Email Marketing 

The impact of mobile and responsive design

As mobile usage continues to grow, it’s essential to optimize your video ads for mobile devices. Research indicates that mobile users are more likely to watch videos on their smartphones than on other devices.

Ensure that your videos are formatted for mobile viewing and that they load quickly on mobile networks. Responsive design is equally important, as it ensures that your video landing pages adapt seamlessly to various screen sizes and devices.

Staying ahead of the curve

In the dynamic realm of video advertising strategies, embracing emerging trends and technologies is essential for a competitive edge. Key focus areas include:

  1. Interactive videos: Engage viewers with clickable elements, quizzes and branching narratives, creating personalized experiences that enhance brand recall and boost conversions.
  2. 360-degree videos: Offer unique perspectives, immersing viewers in captivating product showcases or storytelling for a deeper connection.
  3. Augmented reality (AR) experiences: Overlay digital elements in the real world, enabling interactive product visualization and informed purchase decisions.

READ: How the Metaverse is Revolutionizing Industries — From Sci-Fi Fantasy to Digital Reality

By adopting these innovations, brands elevate their video advertising, deliver unforgettable experiences and forge meaningful connections with their audience, ensuring unbeatable impact and returns.

The bottom line

Video advertising continues to be a formidable force in the digital marketing world, offering unbeatable impact and returns for businesses of all sizes.

By defining clear objectives, creating compelling content, leveraging the right platforms, optimizing for search engines and harnessing the power of social media, you can create a video advertising strategy that captivates your audience and drives impressive ROI.

Remember to continually analyze data, adapt to emerging trends and refine your approach to stay ahead in this dynamic and ever-evolving landscape. Embrace the power of video advertising, and unlock the immense potential it holds for your brand’s success.

 

Sanket Shah headshotSanket Shah is the Founder and CEO of Invideo who initiated this startup with the view of encouraging the creation and use of videos in all sectors of business as well as private lives. Sanket’s dedication has led Invideo to serve millions of users from 190 countries across the world. His continuous encouragement to all video users and desire to make video making and editing accessible to everyone has contributed largely to the video production industry.

Mastering Customer Retention Strategy: The Key to Sustainable Business Growth

According to a recent Statista report, in 2022, the most profitable industries in Colorado were finance, insurance and real estate. No matter the industry or location, repeat customers are the driving force behind all thriving businesses and organizations around the globe. The latest research backs this up, revealing around 73% of companies depend on existing customers to increase ROI and drive acquisition. But in such a competitive market, it can be a tough task to retain that oh-so-sweet customer loyalty. That’s why crafting a proper customer retention strategy is so important.

That said, loyalty is worth pursuing, not least because the probability of selling to an existing customer is higher than selling to a new prospect. Costing considerably less than new customer acquisition, effective customer retention management is the key to more engagement, referrals, profit and innovation.

We’re going to look at navigating the challenges of preserving customer loyalty, closing more sales and prioritizing customer satisfaction with a well-executed customer retention strategy.

READ: How Brands Can Grow Customer Loyalty and Build a Positive Reputation in 2023

What are the competitive advantages of customer retention?

There are many competitive advantages of customer retention, including:

  • Boosting customer retention rates increases sales.
  • Customers are less likely to be swayed by competitors.
  • Customers are more likely to recommend a product or service.
  • Loyal customer feedback and data can be used to regularly improve products, processes and customer service.

As well as studying the data, investing in the best call center software for small business is a refreshing way to connect with existing customers, personalize your customer retention strategy and lower costs all at the same time. Caught up in a digital world, nothing beats interacting with a human. Providing a personalized experience can work wonders in retaining customers, encouraging repeat purchases and driving precious customer referrals.

Businesses that have a high customer retention rate are unlikely to lose customers to competitors. By nurturing existing customer relationships, marketing and procedural costs are often reduced too. Considering loyal customers when making business decisions is a crucial factor in keeping customer retention levels high. Think customer surveys, loyalty programs, discounts and delivering superior customer service.

To calculate the customer retention rate (CRR), divide the number of active customers at the end (E) of the time period (N) by the total number of active customers at the start (S) and multiply by 100.

CRR = ((E-N)/S) x 100

To shed more light on how and why customers are returning or leaving, other insightful metrics to look at include:

  • Revenue Churn (MRR) 
  • Net Promoter Score (NPS) 
  • Customer Lifetime Value (CLV) 

What are the 3 R’s of customer retention?

Measuring a company’s ability to retain its customer base over time, building an effective retention strategy starts with understanding the various stages of customer retention. So, once you’ve attracted new customers and taught them how to use your products and services, it’s time to put the 3 R’s of customer retention into practice for the best results.

Rewards

Offer customers incentives to buy in the shape of little gifts and discounts when certain levels of purchasing have been achieved. This can be as basic as the card that gets stamped every time a coffee is bought, to a free pair of shoes once you’ve spent more than $250 at a clothing e-commerce store. 

Related Sales

Cross-selling and up-selling to loyal customers lets them know they can find everything they need in one place and prevents them from going elsewhere. This could include offering a free trial for an upgrade of a product or suggesting related accessories for a recently purchased item. It can be very effective, especially when combined with a tactic like purchasing a .ai domain to attract the attention of customers involved in the AI and tech industry.

Referrals

With most buyers trusting recommendations from people they know, customer referrals offer one of the highest conversion rates for attracting new customers. Word-of-mouth referrals concerning quality products are a valuable tool to retain loyal customers and engage with new prospects. 

Moreover, mastering lead funnels, the art of effectively capturing and nurturing potential customers, can complement your customer referral strategy.

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

To measure the customer referral conversion rate (RCR), divide the number of successful referrals (SR) by the total number of customers (S) and then multiply by 100.

RCR = (SR/S) x 100

Retain customers and increase confidence with a proactive customer retention strategy.

By concentrating on customer loyalty and combining the points raised above, companies can look forward to less costs, more profit and even free marketing through positive word of mouth.

Investing in a simple yet dynamic customer retention strategy that incentivizes loyalty through shared values and mutual respect will keep your customers coming back for more.

 

Austin Guanzon HeadshotAustin Guanzon is the Tier 1 Support Manager for Dialpad, the leading AI-powered customer intelligence platform. He is a customer retention and technical support expert, with experience at some of the largest tech service companies in the US. Austin is also the co-founder of the California based Infinity Martial Arts and has served as an instructor in the sport. You can find him on LinkedIn.

Opening a Dispensary Business: Everything You Need to Know

Starting a dispensary business can be a lucrative venture, but it requires careful planning and execution. This article will outline the steps you need to take for opening a dispensary business.

Understand the legal requirements for dispensary businesses

Before diving into the world of dispensaries, it’s crucial to understand the legal requirements you must comply with. Research the laws and regulations surrounding the cannabis industry in your area. This includes licensing and permit requirements, as well as any restrictions on the location and operation of dispensaries.

When it comes to the legal landscape of the cannabis industry, it can be a complex and ever-changing terrain. Each jurisdiction has its own set of rules and regulations, making it essential for aspiring dispensary owners to conduct thorough research. By familiarizing yourself with the legal requirements, you can ensure that you are operating within the boundaries of the law and avoid any potential legal issues.

One of the key aspects to consider is the licensing and permit requirements. Different regions may have different processes and criteria for obtaining a license to operate a dispensary. It is important to understand the specific requirements in your area, including any application fees, background checks, and documentation needed.

READ: Polis Administration Announces Cannabis Business Loan Program

Research the local market for potential customers

When conducting market research, it is important to gather data on the demographics of the area. This includes information such as age, gender, income levels and education levels of the potential customers. Understanding the demographic profile of the local population will give you insights into their purchasing power and preferences.

Additionally, it is crucial to analyze consumer preferences in the area. This involves studying the buying habits, preferences and trends of the local population. Are they more inclined towards organic and natural products? Do they prefer specific types of cannabis strains or products? By understanding these preferences, you can tailor your offerings to meet the demands of the market.

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

Design a business plan for your dispensary

Creating a comprehensive business plan is crucial for the success of your dispensary. It will serve as your roadmap and help you secure financing from investors or lenders. Your business plan should include an executive summary, a market analysis, a description of your products and services, a marketing strategy and financial projections.

When developing your executive summary, it is important to concisely summarize the key elements of your business plan. This section should provide an overview of your dispensary, highlighting its unique selling points and competitive advantages. It should also outline your mission statement, vision and goals.

In the market analysis section, you will need to conduct thorough research to gain a deep understanding of the industry and your target market. This includes analyzing the current trends, customer demographics and competition. By identifying market gaps and opportunities, you can position your dispensary strategically to meet the needs of your customers.

A well-defined marketing strategy is essential for attracting and retaining customers. Your plan should outline your target audience and the tactics you will use to reach them. This may include online advertising, social media marketing, partnerships with local businesses, or hosting educational events. 

Financial projections are a crucial aspect of your business plan, as they demonstrate the potential profitability and sustainability of your dispensary. This section should include projected revenue, expenses and cash flow for the first few years of operation. It is important to be realistic and conservative in your estimates, taking into account factors such as market volatility, regulatory changes and competition.

Obtain capital to fund your business

Starting a dispensary business requires a significant amount of capital. You can explore various funding options such as bank loans, investors or crowdfunding. Create a detailed budget that accounts for all the expenses involved in setting up and running your business, including rent, renovations, inventory, staffing, marketing and ongoing operational costs.

Be prepared to present a solid financial plan to potential investors or lenders, demonstrating how your dispensary will generate revenue and sustain profitability.

Identify and secure an appropriate location

The location of your dispensary can make or break your business. Look for a location that is easily accessible, visible and in an area that aligns with your target market. Make sure the location complies with all zoning laws and regulations for dispensaries.

Consider factors such as proximity to residential areas, traffic flow, parking availability and the presence of other businesses that can complement your dispensary. Leasing or purchasing a property that meets all your requirements is an important step toward opening your doors to customers.

READ: Weathering the Storm — How the Colorado Cannabis Industry Can Thrive Amidst Market Disruption

Acquire the necessary licenses and permits

Obtaining the appropriate licenses and permits is essential to operate legally as a dispensary. This includes a business license, a seller’s permit and any additional permits required by local and state authorities.

Ensure you complete all necessary paperwork and submit your applications well in advance to prevent delays in the opening of your dispensary.

Develop strategies for marketing and promotion

Once your dispensary is legally set up, it’s time to focus on marketing and promotion. Design a comprehensive marketing strategy that includes online marketing, social media presence local advertising, and community outreach.

Connect with potential customers through educational campaigns, events and partnerships with other businesses or organizations in the cannabis industry. Always adhere to the advertising regulations specific to the cannabis industry to avoid any legal issues.

Hire trained and qualified staff

Building a knowledgeable and friendly team is crucial for the success of your dispensary. Look for individuals who have a passion for cannabis and understand the importance of customer service. Consider hiring staff with experience in the industry who can provide valuable insights and recommendations to customers.

READ: Embracing Neurodiversity in the Workplace — 5 Benefits of Hiring Neurodiverse Talent

Establish the right suppliers

Having reliable and quality suppliers is essential to ensure you always have a consistent supply of cannabis products for your customers. Research and establish relationships with reputable suppliers who can provide a wide range of products that meet your customers’ needs and preferences.

Set up accounting and financial systems

Efficient accounting and financial systems are vital for the smooth operation of your dispensary. Implement a robust point-of-sale system to track sales and inventory. Keep accurate records of all financial transactions and expenses.

The bottom line

Starting a dispensary business requires careful planning and execution. By understanding the legal requirements, conducting thorough market research, designing a solid business plan, securing funding, finding the right location, obtaining necessary licenses, implementing effective marketing strategies, hiring qualified staff, establishing reliable suppliers and setting up accounting and financial systems, you will be well on your way to starting a successful dispensary business.

 

Olivia DavisOlivia Davis is deeply passionate about the dynamic landscape of the cannabis industry. She is enthusiastic about sharing her knowledge on the intricacies of starting and running a successful cannabis dispensary.

AI Content and Human-Generated Copy: A Winning Combination for Social Media Marketing

The rise of AI content has some people fearing for their jobs. Programs like ChatGPT can produce reams of written prose in the blink of an eye. That’s why using AI for social media marketing can give you the boost you’ve been looking for. But, there are still limitations.

In reality, AI content tools can enhance the work of content creators, writers and artists. Using AI to write more compelling social content may increase engagement, generate more traffic and bolster sales, too.  

READ: AI in Mobile App Development — Top 8 Tools and Strategies

AI strengths

AI has some serious strengths. It can search the web, write pages of content and analyze data quickly. AI can also identify trends in social media. Using AI for social media marketing also helps marketers make better-informed decisions. 

1. Research

AI programs can automate tasks like lead generation and project management. This speeds up research and mitigates errors. Automation also helps marketers save time. Marketers who use AI don’t trawl through Google for useful results. Instead, they can use generative AI models to find answers to their queries. This is helpful for writers who are working with unfamiliar subjects. 

2. Idea generation

AI can also be useful during the idea-generation process. Writers can use AI programs to reboot their imaginations when facing writer’s block. This gets the creative process back on track and produces innovative ideas. 

AI limitations

Artificial intelligence tools are growing in power. Updates have increased accuracy, too. But, AI is unlikely to ever replace real-life writers.

READ: Chat GPT isn’t Always the Answer — 4 Reasons for Human-Generated Copy is Still a Marketing Essential

1. Penalties  

Social media marketers who rely on AI tools may be penalized. Google Search Central says content creators can use AI tools to generate some content. But, AI-generated content cannot be “used to manipulate search rankings.” This is spam and undermines rankings online. 

Generative AI art can produce some strange results. Viewers may notice anomalies like human models with six fingers or too many teeth. This has damaged the reputation of brands that include AI art in their content. 

The legal landscape of generative AI is murky. AI-generated content plagiarizes content produced by real writers. It also fails to attribute its work to any sources. This draws the ire of some content creators and readers. 

2. Creativity 

AI is incapable of completing research or revisions. Natural language programs (NLP) generate “false” sources that do not correspond to real research. These hallucinatory sources sound real but are fake. This can land writers in hot water. Instead, writers should follow up with a reference search of their own. 

Combining writers and AI

AI-generated content is a boon for busy pros. But, folks who want to use AI should see the software as an assistive tool. It cannot replace real writers and may produce sub-par results. 

1. Outlines and captions

Real writers can use AI to boost their productivity by asking NLPs for outlines. This is helpful, as idea generation can be mentally draining. AI can make the process easier by providing potential content ideas. 

AI can also help social media pros compile data. The best social posts are informed by data. Programs like GPT4 analyze large data sets and leverage underutilized information. This can help writers identify trends and adjust their work. 

2. Professional prompts

Real writers who make use of AI need further training. Programs like Google Bard are simple to use but difficult to master. Training can streamline the process. 

Using AI to write is simple. Real writers can start using AI by including: 

  • A clear prompt: A clear prompt puts AI on the right path. This will improve useability, too. Stick to simple sentences and clear questions. 
  • The target audience: AI programs need context. Tell GPT about the context of the article before pressing send. 
  • A call to action: A CTA refines the search. Including a clear CTA can help GPT understand your purpose, too. 

More context is always better. Before pressing send, tell the NLP where the text will appear. This increases response relevancy. 

Writers must understand the business before turning to AI for help. This is particularly helpful for technical writers on social media. AI helps technical writers take a more relaxed tone online. But, it cannot create industry and business-specific posts. Writers still need to lean on their creativity to produce engaging posts. 

The bottom line 

AI programs help writers create more engaging social content. This is important, as social media outreach is essential for all growing businesses. However, writers who use AI should guard against overreliance. An overreliance on AI can produce “spam-like” content. This damages SEO rankings and may undermine brand reputation.

 

Indiana Lee Bio PictureIndiana Lee is a writer, reader, and jigsaw puzzle enthusiast from the Pacific Northwest. An expert on business operations, leadership, marketing, and lifestyle, you can connect with her on LinkedIn.

How to Use LinkedIn As a CEO: Turning ‘Connections’ into ‘Profits’

After seeing my content on LinkedIn, a friend whom I hadn’t spoken to in 20 years connected me with a lead who trusted his recommendation and became a high-value client. Had I not made that post on LinkedIn, my company would have lost out on a $50,000 business opportunity. 

CEOs and other C-suite leaders are hesitant to put themselves out there for any number of reasons: They don’t have enough time, it’s not a priority or they don’t want to seem full of themselves. But companies that don’t activate their CEOs on LinkedIn lose revenue opportunities by failing to connect a key thought leader to their brand, meaning that they are quite literally leaving money on the table by staying silent. 

The costs are more far-reaching than just missed revenue. Let’s dive deeper: 

READ: Cracking the Code of Business Marketing — 10 Strategies for Success in a Dynamic Landscape

Unrealized revenue and investments 

LinkedIn and the broader business context revolve around forging human connections. Instead of anonymous corporations, individuals seek meaningful interactions with real people. They desire conversations with industry leaders, the chance to relate to each other’s work or personal challenges, and a sense of belonging to a community.

CEOs often possess natural networking abilities and charisma. Consequently, they can establish a more profound emotional bond with their audience through their personal profiles, as opposed to official company pages. Research underscores this, with 93% of respondents agreeing that CEOs actively engaging on social media can cultivate stronger links with customers, employees and investors. These emotional bonds and virtual connections frequently translate into tangible outcomes, such as business transactions, attracting investors or forming other enduring relationships that pay dividends over time. 

READ: Chat GPT isn’t Always the Answer — 4 Reasons for Human-Generated Copy is Still a Marketing Essential

Poor or nonexistent brand identity

The CEO is an extension of and often the face of your company. Being active on LinkedIn can help CEOs build the credibility required to be regarded as a thought leader or subject matter expert in their industry, which is key to building a positive, transparent brand identity. A striking 91% of surveyed employees recognize social media as a potent tool for nurturing thought leadership and enhancing the credibility of C-Suite executives among various stakeholders, including the press and media.

Additionally, 75% of respondents believe that C-Suite social media engagement makes a brand seem more honest and trustworthy. Creating this kind of visibility elevates the entire brand image and can open doors to speaking engagements and media opportunities. 

On the flip side, an inactive LinkedIn profile may indicate to potential customers, investors and employees that the CEO is a mysterious figurehead in an ivory tower who isn’t concerned with interacting with his or her stakeholders. It may also give the impression that your company isn’t a forward-thinking organization that values social media marketing and regular connection with its audience. Failing to cultivate a brand identity means that your audience won’t be able to distinguish your company from your competitors. Or worse, they’ll prescribe their own perceptions of your brand. 

Isolation from important industry conversations

LinkedIn serves a greater purpose beyond aiding job seekers and salespeople seeking prospects. It’s also a place where important conversations about leadership, business, specific industries, consumer trends and the future of work are happening.

CEOs who remain inactive on LinkedIn risk being uninformed about pivotal news that could directly impact their company. Furthermore, they might find themselves excluded from vital conversations that offer insights for navigating various business, economic and political landscapes.

Neglecting to participate in these important conversations happening in the zeitgeist can be costly. A telling instance is the CEO of PagerDuty, who invoked the words of Dr. Martin Luther King Jr. in an email announcing company layoffs. Her email attempt to link the fight for civil rights with her leadership challenges went viral and resulted in damaging backlash and media coverage. Had she paid attention to conversations happening on LinkedIn around the all-too-common phenomenon of co-opting social movements for corporate gain, this tone-deaf catastrophe could have been avoided. 

Lost opportunities to attract top talent

Posting regularly allows potential applicants to get an inside look at the company culture and who they would be working for. One of the companies I work with hired 18 people who cited the CEO’s LinkedIn posts as the reason they applied. That’s because people want to work for companies with leaders who are visible, approachable, and have clear values. A radio-silent CEO lacks the means to personally connect with potential candidates, ultimately failing to motivate top-tier talent to seek opportunities within the organization.

The power of personal connections forged by a CEO on LinkedIn cannot be understated. Opting for LinkedIn silence might not appear overtly detrimental. However, just as I hadn’t realized my friend-turned-customer was following my content, you might be unaware of who isn’t engaging with yours and the unrealized value of a missed connection. 

 

Justin NassiriJustin Nassiri is the Founder and CEO of Executive Presence, a full-service social media management provider for CEOs and top executives. He has served in the U.S. Navy onboard nuclear submarines, founded and sold three companies, and holds an MBA from the Stanford Graduate School of Business and a BS from the United States Naval Academy.

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

In a 2022 study, 70% of Americans considered loyalty programs a top factor in loyalty toward their favorite brands. Loyalty programs improve customer retention, the lifetime value of a customer, customer satisfaction and brand reputation.

However, simply having a loyalty rewards program isn’t enough. You need to promote it regularly and ensure customers are aware of the benefits. One of the best ways to do that is on social media, where billions of people are active every day.

How can you use the company’s social media presence to maximize the benefits of its loyalty program? Here’s what you need to know.

READ: 12 Ways to Repurpose Social Media Content for Email Marketing 

Know the rewards your customers value

An effective rewards program has to offer something the customers find valuable, or no one will be interested in signing up. One of the ways to find out what your customers enjoy and spend time on is by paying attention to social media.

Social media listening tools can help you find the voice of the customer, which allows you to discover your customers’ needs, wants and expectations. This allows you to tailor the loyalty program to meet and exceed those expectations. 

Different customer bases have different values and priorities, and by discovering these, you can offer truly valuable, targeted loyalty rewards, which will improve the positive impact of the program.

Use social media to promote the loyalty program

Social media gives you a megaphone to share your message. However, everyone else also has a megaphone, so it’s important to promote your loyalty program in a targeted way that appeals to your target market.

One way to do this is through special giveaways on social media that involve your audience sharing information about your loyalty program with friends and family. You can have different ways to enter, and each one is worth a certain number of entries into the drawing.

Keep in mind that Colorado has strong laws around privacy when it comes to loyalty programs, so the information you collect needs to be kept confidential and secure. You’ll need a strong cloud security strategy that keeps your loyalty program data safe from cyberattacks and presents clear disclosures about what information you collect and how you use it.

READ: Inside the Colorado Privacy Act (CPA) — New Obligations for Businesses Processing Consumer Data

Make social media sharing part of the loyalty program

User-generated content is a great way to turn your customers into advocates for your brand, and you can leverage social media and your loyalty program to encourage customers to create it.

For example, a customer who posts a picture of themselves holding your product on social media could get a certain number of reward points. Someone who posts a short video about your product could earn more.

When social media becomes part of the loyalty program, you’ll increase the traction and reach that your company has online, allowing you to attract new customers and remind existing customers to buy another product or service. It’s a win for everyone involved.

Boosting loyalty online

Learning how to grow customer loyalty is essential, and loyalty programs play a big role. Taking advantage of social media allows your organization to learn more about its customers, offer better rewards, let more people know about the program and turn customers into brand advocates.

Using social media the right way will build consumers’ trust in your brand, build your brand reputation and showcase your company’s values. When you add your customer loyalty program to the mix, you are able to reward new and returning customers with prizes that matter most to them, encouraging them to continue engaging with your brand.

Millions of people use social media daily — your brand can meet them right where they are! 

 

Indiana Lee Bio PictureIndiana Lee is a writer, reader, and jigsaw puzzle enthusiast from the Pacific Northwest. An expert on business operations, leadership, marketing, and lifestyle, you can connect with her on LinkedIn.

Mastering Success in Finance: 4 Essential Marketing Tips for Financial Businesses

Customer and consumer behavior is constantly evolving. While this is a good thing in terms of customer demand and engagement as people seek out new businesses and products, it can be challenging to know how to attract or maintain customers. When combining the now ever-present, globally based marketplace, it can become a stressful task to keep up not only with competitors but customers as well.

While much of this profitable mentality holds more to the traditional business model of offering products for a consumeristic demand, that does not mean that such marketing strategies don’t transfer to other business models. As a result, there is plenty that can be learned and adapted as a way to market as an accounting or finance institution. Still, one of the best and most foundational principles in marketing and communications degrees is to know your audience.

Here are 4 marketing tips to advertise your Colorado-based financial business.

READ: Cracking the Code of Business Marketing — 10 Strategies for Success in a Dynamic Landscape

1. Allocating a budget

While this may not be the most fun, exciting or creative process of a solid marketing strategy it is one of the most important. Quite simply, if a business doesn’t know how much it can spend then it runs the dual risk of overspending beyond its means or underdelivering on an investment that can generate great potential.

Taking the time to establish a consistent marketing budget is a great way to not only invest in the growth of a business but also a sound way of tracking how and when certain campaigns generate successful results and an increase in attention or customer engagement. Depending on the age of a business, companies are encouraged to dedicate more or less money towards an annual budget.

Newer businesses (1-5 years) may want to put greater percentages of their revenue towards marketing campaigns, but typically 20% of revenue with strategic planning generates good results.

READ: Unleashing the Power of Local Community Engagement — A Guide to Small Business Success

Marketing by age groups

It should not be a surprise that various generations maintain drastically different liquidity to use. But there is actually an emerging growth in the younger generations ability and interest to save, invest and spend money.

Much of this simply has to do with seasons of life: Baby Boomers invest less because they are nearer and in more need of money for upcoming retirement; Gen Z and Millennials are confident and tend to use a wide range of tools to diversify their income; Gen X invest less and put more of their money into living expenses.

Depending on who the target audience is will determine how to market a financial business.

READ: The Power of Data for Small Business — How Data Implementation Drives Business Growth

Choosing between Digital or Traditional Marketing

This is one of the first times in history that three-to-four generations are alive and well simultaneously while all having their own impact on the economy. While this is a wonderful fact to celebrate in terms of human wellness, it can become another complicated factor when determining where and how to reach customers.

Having narrowed down the demographics will help tremendously in this respect, being that younger generations are much more tech-savvy and connected. Since both traditional and modern digital marketing methods have pros and cons, most advertisers recommend a mix of old and new marketing strategies. Utilize design thinking and put yourself in the shoes of your consumers to help come up with the ideal marketing strategy for your product or service.

Implementing a plan

While this is less of a strategy than a step, it is an important factor to remember when developing and launching a marketing campaign. Having seen the other steps of budgeting, demographic studies and marketing styles, the next thing to do really is just to start with this idea in mind: only time will tell.

Even the cleverest campaigns on paper may not take place in real life so making sure that there are systems and tools in place to measure and track results is a step that cannot be overlooked. Without it, that well-earned revenue may be wanted on a marketing strategy that is a flop.

On the other hand, having these tools in place always leads to a greater understanding and ability to make smarter, more well informed decisions in the future.

 

Andrew Deen HeadshotAndrew Deen has been a consultant for startups in a number of industries from retail to medical devices and everything in between. He implements lean methodology and is currently writing a book about scaling up business.

Chat GPT isn’t Always the Answer: 4 Reasons for Human-Generated Copy is Still Essential

There is a lot of trashy writing out in the world. For reference, please consider —well, almost anything online. There are many reasons why it’s so easy to find dreadful content. The main reason is that we now live in an age where gatekeepers are largely absent from the publishing process. 

Sure, if Joe Schmoe decides to write an article about how he thinks his neighbor looks better in loafers than tennis shoes, the New Yorker probably won’t spend too much time considering it for publication. 

But with little more than an internet connection, Joe can tell his story to the world. And because search engines are weird, people may actually wind up reading it. 

Of course, the recent emergence of generative AI isn’t helping things. AI-generated content is dry and often inaccurate, but it has the distinct benefit of being free. What do you get when you combine lax publishing standards with unlimited access to mediocrity?

The internet.

Good marketing requires a little bit more than just the standard dribble. If you want to produce successful copy, you should put your heart in it. Below, we discuss four reasons why true marketers will always give every sentence their all.

READ: Cracking the Code of Business Marketing — 10 Strategies for Success in a Dynamic Landscape

Reason 1: It’s what clients expect

Keep in mind that with the increasing prominence of Chat GPT, mediocrity is now free. Which means no one is going to want to pay a marketer for it. When clients put money on the table, they expect the product they receive in return to generate value. 

Strong writing will make them feel like they are being rewarded for their investment. Turn in bad copy even once, and you’re likely going to be replaced by a machine in the near future. 

READ: 4 Prompts and Tips for ChatGPT — A Comprehensive Guide for Marketers

Reason 2: It stands out

Did we mention that the internet is filled with garbage? Well, it is. So much garbage, in fact, that the average reader may not be used to reading well-written, thoughtfully produced content. When they do see it, it stands out.

You can toss around lots of thoughts and philosophies around marketing, but the bottom line is that standing out is what the job is all about. Write content that is worth being read. 

Reason 3: It stays evergreen

Digital marketing implements many tools and theories to boost the visibility of content. Search engine optimization is the process of using keywords, along with a variety of other strategies, to help get content seen on the search engines or social media. 

SEO is definitely important, but some marketers prioritize it above anything else. Who cares if the copy is bad because you used the phrase “new roofs in Michigan,” 33 times in 500 words? It ranked, didn’t it?

But here’s the thing: no one actually knows how Google ranks and prioritizes content. We take good guesses, many of which turn out to be correct. But the actual algorithm is secret, and constantly changing. 

The goal of that algorithm, however, is not so secret. Promote high-quality content. Marketers who punch out terrible but strongly optimized content may rank for a few weeks, but what happens when Google shakes up the algorithm?

It’s too easy to put all of your eggs in one basket with SEO. Good writing is a much more sustainable content production strategy. Why? Besides the fact that people will always prefer reading good copy to a bunch of garbled-up keywords, strong writing can organically help your content rise in online visibility. 

People will repost or share good content much more frequently than they will purely SEO-driven copy. While many marketers focus more on keywords because it is quantifiable, reposts and backlinks are just as valuable when it comes to rising through the search engine ranks. 

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

Step 4: It’s just better

That’s the bottom line. Writing at the professional level is a product. To stay competitive and effective, you should care about product development and improvement the same way anyone else in business would. 

If other people want to use keyword saturation and AI to mass produce mediocrity, let them do it. In fact, be thrilled when they do, because it only makes your stuff look better. Algorithms and social media publishing standards change daily. The desire for high-quality products does not. 

If you’re going to write, write well. 

Developing your writing skills

Naturally, there are many educational programs available to help you improve your writing skills. These are good ways to learn the basics in a structured environment. However, writing is something that you learn by doing. 

As Stephen King said, you can consider the first million words practice. 

Million?

Well, that’s what The King said. The average marketer who wants to punch up their copy might not need to take things quite so far. However, you should get comfortable with the idea that improving your writing isn’t something that happens overnight. It is a lifelong process that never truly ends. 

So sure. Take the classes. Study up on best practices. But most of all, start putting in the work. You’ll find that, while you may not go from zero to hero in a week, your skills will develop quite quickly when your efforts are focused and deliberate. 

Quality never goes out of style. Put in the work. Write deliberately. Write well. Write often. Just write. 

 

Andrew Deen HeadshotAndrew Deen has been a consultant for startups in a number of industries from retail to medical devices and everything in between. He implements lean methodology and is currently writing a book about scaling up business.

The Power of Professionalism: Why Company Uniforms Matter

There are so many aspects of running a business, so many big calls to make and decisions to weigh up. Well, one of the decisions that any business owner might like to consider is whether or not to have company uniforms. 

Are uniforms needed? Can they have a positive or negative impact in the workplace? And what are some of the key factors to consider if you do decide to go ahead with company uniforms? This guide will aim to answer all of those key questions.

READ: How to Craft an Ideal Employee Experience Strategy — 6 Easy Steps

Importance of company uniforms in business

So, how much do uniforms really matter in the world of business? Well, more than you might think! A huge number of businesses elect to have their own company uniforms, and uniforms are mandatory in many industries, from hospitality to healthcare.

The history of workplace uniforms also goes back through the ages, with simple uniforms, badges and accessories first introduced many centuries ago to make it easier for workers to prove their legitimacy and authority.

Those same benefits are still valid today, and modern-day company uniforms can also offer a range of additional advantages. Here are just some of the benefits that business uniforms may provide:

Establishing an image of professionalism

First and foremost, a uniform is a symbol of professionalism. Picture yourself in a working environment, faced with two workers. One is wearing a professional uniform, bearing some sort of brand slogan, logo or color scheme and fitting in seamlessly with their colleagues. The other is wearing a simple everyday outfit of casual wear. Which seems more professional?

Naturally, we inherently tend to associate professionalism with the person in uniform. Just like in those bygone days, when badges were used to prove legitimacy, modern company uniforms are a visual symbol that a person can be trusted in their role.

READ: Unlocking Brand Loyalty — Enhancing Customer Experience in the Digital Age

Easy to identify staff

Another very simple but still significant benefit of wearing company uniforms is that it makes it easy to spot staff quickly and tell them apart from customers, clients or the general public. This may not always be relevant in all industries, but can be absolutely crucial in certain fields, like the worlds of retail, tourism, restaurants, and hospitality, for example.

Picture a typical retail store. A customer enters and wants to find a member of staff to ask them for a product recommendation. If every staff member simply wears casual clothes or their own outfits, the customer will quickly feel lost and confused. One of the big advantages of uniform branding is that customers can easily spot staff members and ask for help. 

Logo and color representation

Branding is more important than ever before, and many companies work hard to establish a clear identity or persona for their brand. This goes right down to the company logo and colors. From Amazon to McDonald’s, the one thing that the world’s most famous companies have in common is clear and successful visual branding, with logos and colors everyone knows.

Well, company uniforms have a part to play in all of that, too. Let’s say that a new retail store chain is trying to boost brand awareness, for example. The store has a black and green logo, and wants to spread it around. Well, adding that logo to some graphic tees for workers, and making their outfits black and green in color, is a very effective way to start.

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

Improving customer trust and confidence

Ultimately, the main goals of any business are to inspire customer trust, get people to invest their time and money in your brand and choose your company over all the other options that are available. Once again, working uniforms can have a big part to play in that. 

We talked earlier about howcompany  uniforms can boost professionalism, and that doesn’t just apply to the individual in uniform. It applies to the whole business. When people see businesses where the workers are all dressed up neatly and in sync with one another, they tend to feel that those businesses are more professional and thereby more trustworthy than others.

Employee comfort and safety

Of course, when picking out company uniforms, it’s important to keep employee comfort and safety in mind. Here are a few key tips and factors to focus on:

Choosing appropriate fabrics and designs

It’s vital to choose fabrics and designs that are appropriate for your specific working environment. Restaurant workers, for instance, need outfits that allow them to move around comfortably and freely, while still being professional. Those working outdoors need outfits that can keep them warm and comfortable, even in bad weather.

Consideration for different roles

You also need to think about how outfits apply to different roles and responsibilities. Those in more junior-level positions could wear simpler and more casual outfits, while those in higher positions of responsibility may require more professional uniform choices.

Compliance with safety regulations

Finally, depending on the industry you’re operating in, you also need to make sure that whatever uniforms you use comply with all relevant safety rules. This is especially relevant for businesses that may be in fields with strict safety standards, like healthcare or food and drink.

 

Frank Derby is a Las Vegas-based PR and communications expert working with GoldenMFG. With a background in traditional marketing, Frank covers everything you need to know about offline promotions, PR, trade shows, and more. His passion now translates into articles where he shares his expertise, experience, and just random thoughts.