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Tag: Marketing Strategies

  • Why You Need a Company Profile and How to Make One in 8 Steps | Entrepreneur

    Why You Need a Company Profile and How to Make One in 8 Steps | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    A company profile is like a virtual handshake that introduces your business to the world. But it’s more than just an introduction. An effective company profile can help you attract potential investors, clients, partners and employees. How?

    A well-crafted company profile highlights your company culture, values, mission statement and accomplishments while providing a clear overview of your products, services and benefits. As a result, it persuades others to engage with your business and establishes your brand’s credibility and equity over time.

    Sounds interesting? Keep reading to find out how a company profile can benefit you and how you can make a company profile that stands out and impresses all your stakeholders.

    A company profile is a document that encapsulates your business’s vital information, including its name, location, history, ownership, management team, mission statement, future objectives and products/services.

    The length and format of the profile can vary depending on its intended purpose and audience. For instance, a company profile for a website or social media platform might be shorter and more informal than one used for a funding proposal or a business plan.

    Related: Branding Your Company Helps You Attract Better Quality Talent: Seven Steps To Cultivating A Good Employer Image

    Going into further detail, here are the major reasons why crafting a company profile is beneficial for your business:

    Showcasing your culture and values

    A professional company profile highlighting a positive organizational culture and strong values can help you attract and retain like-minded investors and employees. Showing what you stand for, what you want to achieve and how you are working in that direction will surely help you get more stakeholders on board.

    Boosting your public brand image

    A well-rounded company profile can highlight your unique selling propositions and give you a competitive edge. It can also display your achievements, values and social responsibility efforts to set you apart from the competition. These factors ultimately bolster your brand image and attract more customers.

    Related: The 5 Principles You Need to Create a Magnetic Brand Image

    Supporting and guiding business growth

    A company profile is a roadmap for expanding your business operations and revenue. It can help you identify your strengths, weaknesses, opportunities and threats and set realistic and measurable objectives.

    How to create a company profile

    Now that we’ve discussed what is a company profile and why you need it, its time to make a profile that stands out and establishes your brand’s authority. Just follow these simple steps to make a company profile for your business:

    1. Determine the profile’s purpose and audience — Before you begin writing, understand why you’re creating the profile and who is the target audience. This will help you decide what to include and the tone and style to use.
    2. Collect basic company information — This includes your company name, logo, address, contact details, website URL and social media handles. You may also want to include facts or figures highlighting your size, growth or market share.
    3. Write an engaging introduction — The introduction should grab the reader’s attention and provide a brief overview of your company’s activities, mission, objectives and strengths. You can also include statistics or testimonials to support your claims.
    4. Describe your products/services with persuasive media content — Explain what you offer to your customers or clients and how you address their problems or fulfill their needs. Mention any features or benefits that set you apart from your competition. And don’t hesitate to add demos or other explainer videos where appropriate. After all, 64% of people are more likely to buy something after seeing a video on it and videos form nearly 82% of web traffic. These numbers show the unparalleled popularity and effectiveness of video content to attract attention and convince the audience.
    5. Introduce your ownership and management team — Introduce the people behind your company, such as founders, owners, partners, executives, or board members. Include their names, roles, qualifications, accomplishments and vision or values for the company.
    6. Share your company history — Engage your audience by telling the story of how your company began and how it has evolved over time. Include any milestones, challenges, achievements or awards that you have received. You can include images, videos and infographics to maximize your story’s impact, but remember to keep this part concise.
    7. State your mission statement and future objectives — Summarize your company’s purpose and direction to validate your venture’s potential and future growth. Describe the problem you aim to solve or the impact you want to make with your business. Also, remember to mention specific and realistic goals for the future.
    8. Provide contact information — Conclude your profile by offering clear and straightforward ways for the reader to get in touch with you or learn more about your company. Include your phone number, email address, website URL or social media handles.

    Inspiring company profile examples

    To spark your creativity, here are examples of well-written company profiles from various industries:

    Starbucks

    The company profile of Starbucks is truly comprehensive, encompassing its mission, history, product offerings, store ambiance and even the intriguing tale behind its name. Remarkably, they strike a balance between authenticity and grandeur. Not many coffee shops can claim a mission as lofty as “to inspire and nurture the human spirit.”

    Starbucks’ company profile is an excellent example for businesses offering everyday products, such as coffee. They have distinguished themselves from competitors by emphasizing their unique mission and values, showcasing the power of a well-crafted company profile.

    General Motors

    General Motors (GM) hardly requires an introduction, as it stands as one of the world’s oldest and most prominent automotive manufacturers. Their company profile page is a testament to their credibility and presents a comprehensive overview of the company in a sleek and stylish manner.

    The “About” page is organized into three sections: Goals, Visions and Industries Served. In addition to this, General Motors features well-crafted, informative pages on its brand story, operations, growth strategy and leadership. The prominence of the company profile as the first tab on their website underscores the importance they place on it.

    Summing up

    We saw that the company profile is a crucial document that introduces your company to various stakeholders and showcases your strengths, values and achievements. A company profile that expresses your brand’s value proposition and resonates with the audience will form a lasting positive impression.

    So, go ahead and apply this guide to make a company profile that attracts and convinces investors, employees, partners and clients alike. All the best!

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    Vikas Agrawal

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  • How to Create an Effective SEO Strategy in 2023 | Entrepreneur

    How to Create an Effective SEO Strategy in 2023 | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In the context of search engine optimization (SEO), a content strategy refers to the whole process of organizing a website’s material by topic in order to maximize the likelihood of the website showing up in search results. It is the procedure that must be carried out in order to make the most of the chance to acquire organic traffic from search engines.

    That is why this guide is for you if you’re looking for ways to rank higher and dive deeper into the SEO sea.

    Related: 6 SEO Tips to Benefit Any Business

    What is an SEO strategy, and how beneficial could it be?

    The use of a technique known as search engine optimization (SEO), which entails the planning and carrying out of actions aimed at achieving that goal, can improve an organic search engine’s ranking. To put it another way, an SEO strategy is the plan of action that you carry out in order to increase the amount of organic traffic that you receive.

    As we mentioned above, an SEO strategy is a set of techniques and tactics aimed at improving a website’s visibility and ranking on search engine results pages (SERPs). Here are some benefits of implementing an SEO strategy:

    • Increased website traffic: One of the primary benefits of an SEO strategy is that it can help increase the amount of organic traffic to a website. By optimizing a website’s content and structure for search engines, it becomes more likely to appear higher up on SERPs, which can lead to more clicks and visits.

    • Better brand credibility and authority: When a website appears higher up on SERPs, it can give the impression of being a more authoritative and credible source of information. This can help build trust with potential customers and lead to increased brand recognition and awareness.

    • Cost-effective marketing: Compared to other forms of digital marketing, such as paid search or social media advertising, SEO can be a relatively cost-effective way to attract and convert website visitors. While there may be some upfront costs associated with SEO, such as hiring an SEO specialist or investing in SEO tools, the ongoing cost of maintaining and improving an SEO strategy is typically lower than other forms of marketing.

    • Long-term benefits: While SEO is not a quick fix and can take some time to show results, the benefits of a well-executed SEO strategy can be long-lasting. By consistently optimizing a website’s content and structure for search engines, it can continue to rank well on SERPs and attract organic traffic for months or even years to come.

    How to create an effective SEO strategy

    There are certain steps that will allow you to build or plan an effective SEO strategy for your business. If you execute these steps in the right way, you will have the best strategy for your business. Read below for a quick overview of how to create the best and most effective SEO strategy:

    Conduct thorough keyword research

    Keyword research is a fundamental step in any SEO strategy. It entails figuring out the terms and phrases that members of your target market use to look up information about your company or sector. By understanding the keywords that are relevant to your content, you can optimize your website and create targeted content that will attract organic traffic. There are various tools available, such as Google Keyword Planner and SEMrush, that can help you conduct thorough keyword research and identify high-volume, low-competition keywords to target. Remember to consider long-tail keywords, which are more specific and have less competition but can still drive valuable traffic to your website.

    Related: 5 Essential SEO Strategies For Entrepreneurs to Boost Their Traffic

    Optimize your website for mobile devices

    Websites must be mobile-friendly in today’s digital world. More people are using smartphones and tablets to access the internet quickly, which is very useful and time-saving. Mobile-friendly websites get more traffic. Start by making your website responsive for your target audience. Your website will automatically adapt its layout and content to multiple screen sizes and resolutions. Your website will work nicely on any device with a responsive design.

    Consider mobile website loading speeds. Mobile consumers are impatient when loading websites. Optimize pictures, and decrease HTTP requests for faster loading. A content delivery network (CDN) can reduce latency and load times by delivering your website’s content from servers near your users. Mobile optimization includes making your website’s navigation easy on smaller screens. Make sure your menus and links are finger-friendly. Want a pro tip? Avoid mobile-unfriendly pop-ups and interstitials. These two can be any user’s nightmare.

    Remember mobile SEO’s importance. Consider meta tags, headers and content for mobile searches. Additionally, consider mobile users’ potential search terms. Optimizing your website for mobile devices improves the user experience, mobile search results and mobile traffic. This increases engagement, conversions and digital marketing success.

    Build high-quality backlinks: This is where it gets tricky yet very effective

    Bear with me, will you? Backlinks are of great importance when it comes to fishing for the perfect SEO strategy in that vast sea.

    Backlinks are links from other websites that point to your website, and they are a major factor in determining your website’s authority and credibility in the eyes of search engines.

    To build high-quality backlinks, start by creating valuable and engaging content that other websites will want to link to. This could be in the form of blog posts, articles, infographics, videos or any other type of content that provides value to your target audience. When other websites find your content useful and relevant, they are more likely to link to it.

    Guest blogging is another method for increasing backlinks. Reach out to relevant industry websites, and propose a guest article. In your guest post, be sure to include a link back to your own site. This not only helps to build backlinks, but it also allows you to showcase your expertise and reach a new audience.

    You can also build backlinks by reaching out to influencers and industry experts in your niche. Ask them to share your content or collaborate on a piece of content together. When these influencers and experts share your content with their audience, it can lead to valuable backlinks and increased visibility for your website.

    Using the tips in this guide, you’ll see increased organic traffic and enhanced brand visibility — and you’ll also be able to provide a better user experience. To sum it up, by performing comprehensive keyword research, optimizing website structure, producing high-quality content, ensuring mobile optimization and building quality backlinks, you can create a highly effective SEO strategy in 2023.

    Related: 5 Simple SEO Strategies to Improve Your Rankings



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    Omar El Bahr
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  • How to Incorporate AI into Your Marketing Strategies | Entrepreneur

    How to Incorporate AI into Your Marketing Strategies | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    I recently sat in a presentation where the speaker said, “AI is coming for marketing agencies.”

    I replied, “AI is coming TO marketing agencies, and it has already arrived at ours.”

    We have been embracing, testing and analyzing AI tools in every department of the agency — from analytics to creative to video production to media.

    First impressions? I believe that AI is not replacing jobs or companies (yet). But rather, the early AI adopters will outshine those who are slow to adapt to AI.

    Is AI a fast-moving disrupter? Absolutely, it is.

    In today’s fast-paced digital landscape, leveraging artificial intelligence will be essential for achieving marketing success.

    That said, for small and even mid-sized businesses, the prospect of incorporating AI into your marketing plans can be challenging if not nerve-wracking. But inevitably, integrating AI solutions into areas such as ad placement, copywriting and email personalization are going to be mandatory marketing functions.

    The good news is, it can be done — and it can yield a tangible return on the investment.

    Related: Why Artificial Intelligence is Revolutionizing Marketing

    AI in digital marketing strategy

    At EGC Group, our digital marketing strategy encompasses a holistic approach, wherein AI serves as a powerful tool to enhance various aspects of our campaigns. With AI, we can analyze massive volumes of consumer data, identify patterns and generate actionable insights in real time. This helps us understand our target audience better, personalize messaging and deliver relevant content across different channels.

    Ad performance optimization

    AI plays a crucial role in optimizing our ad placements. By leveraging machine learning algorithms, we can analyze historical campaign data, identify high-performing segments and allocate our advertising budget to realize the lowest cost per acquisition and essentially increase our client’s ROI while also lowering their cost per acquisition. AI algorithms continuously learn and adapt, ensuring our ads reach the right audience at the right time and leading to improved conversion rates and cost efficiency.

    Copywriting assistance

    The power of AI extends to improving our copywriting efforts. Natural Language Processing (NLP) models enable us to analyze vast amounts of text data, identify language patterns and generate compelling ad copies tailored to specific audience segments. AI-powered copywriting tools enhance our content creation process, leading to improved engagement and conversion rates.

    Related: How Artificial Intelligence is Changing the Landscape of Digital Marketing

    Email personalization

    Personalization is key to effective email marketing, and AI enables us to take it to new heights. By leveraging AI algorithms, we can dynamically personalize email content based on individual preferences, behavior and demographic information. AI-driven email personalization improves open rates, click-through rates and overall campaign performance.

    Excitement and caution

    We are particularly excited about the potential of AI marketing. The ability to unlock actionable insights from vast amounts of data in real time empowers us to make informed decisions and adapt our strategies swiftly. AI also allows us to automate routine tasks, freeing up valuable time for our team to focus on more strategic initiatives.

    However, with great potential comes great caution.

    Data privacy in AI is murky, at best. When entering your prompts and data info into AI, you are giving your information to an outside server. At our agency, we have crafted policies to be sure that no client data, information, email addresses or financial data are ever entered into an AI tool, and I’d caution every business owner to implement similar policies.

    AI can be inaccurate, biased and just plain wrong, just like us. ChatGPT is very bad at math and can’t process financial or data inputs. It also can make things up based on what it thinks the next word should be. There’s a recent case where a lawyer used ChatGPT to cite trial cases. ChatGPT completely invented fictional cases and the attorney, not knowing they were fictional, submitted them to court, where the case was subsequently thrown out.

    We also remain vigilant about the ethical implications and potential biases that can arise from relying solely on algorithms. We need to ensure that the data we feed into AI systems is diverse, unbiased and representative of our target audience.

    Related: How Marketers Can Ensure They’re Using AI Ethically

    What’s next

    AI has transformed marketing practices, significantly improving efficiency, accuracy and outcomes. By embracing AI assistance, we can save time, increase accuracy and deliver exceptional results to our clients, team and community. It is crucial for marketers and AI to work in synergy, leveraging the strengths of both humans and machines to create the best, most accurate and client-pleasing outcomes. By harnessing the power of AI, marketers can unlock new possibilities, fuel creativity and propel their marketing efforts to new heights. Embrace AI, and empower your marketing strategies with unparalleled efficiency and effectiveness.

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    Nicole Penn

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  • Advertising Is a Living, Evolving Entity. Here’s How to Grab Hold of It. | Entrepreneur

    Advertising Is a Living, Evolving Entity. Here’s How to Grab Hold of It. | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    At first glance, the idea of advertising as a living thing can seem strange or even nonsensical. But the history of advertising shows us that it is indeed a living, evolving entity.

    Advertisements in the 1800s were primarily published in newspapers, city directories and other print publications. And those ads are a far cry from the personalized marketing many consumers receive via email or social media today.

    But comparing today’s ads to those of over one hundred years ago is just one way of recognizing how advertising is a living and ever-evolving discipline. By understanding advertising’s continual growth (both now and in the future), you’ll be better positioned to grab hold of it yourself.

    Related: This Is the Future of Digital Ads. Is Your Marketing Strategy Ready?

    Advertising’s evolution has accelerated in recent years

    Technology has played a dramatic role in advertising’s evolution over the past several years. This can perhaps best be seen in how far personalized marketing has come. In the 1990s, personalization was a rarity, aside from placing ads in media that appealed to a particular target audience. Nowadays, ads often don’t just target audiences — they focus on individuals.

    For example, it’s been reported that Facebook uses 98 personal data points to target relevant ads to its billions of users. Amazon Personalize uses machine learning to provide curated product recommendations to shoppers based on past purchases, their location and other contextual data.

    This comes at a time when customers are also increasingly expecting brands to better understand their individual needs — with 52% saying they expect offers to always be personalized.

    As advertising has changed, so too have consumer expectations. Individualized advertising has become the norm and can serve as a powerful differentiating factor that helps a brand stand out from its competitors.

    New opportunities and new challenges remain

    While technological advancements have made great contributions to the evolution of advertising, this doesn’t mean that entrepreneurs aren’t going to face marketing challenges.

    For example, while Google Search has dominated much of the conversation around digital advertising for the last decade, its parent company Alphabet has recently reported declining revenue in Google Search, leading to layoffs from one of the largest brands in the world. At the same time, the company reported an additional focus on AI, particularly in integrating it with Google Cloud and Google Services.

    If one of the biggest platform holders in the industry is making these types of changes, you can be sure that it will lead to additional changes to the digital marketing landscape. At the same time, the mixed levels of controversy and enthusiasm for AI highlight how consumers may have equally mixed reactions to its increased use in future marketing endeavors.

    Regardless of the specifics of how the current AI boom plays out, it is clear that such advances are poised to change how marketing materials are created and how they reach and appeal to customers.

    And AI is just one of the factors that can continue to push the evolution of advertising. New social media platforms like TikTok have created new ways for marketers to communicate with specific audiences. When trying to make use of new channels, brands must put in the work to create meaningful and authentic messaging that makes sense for the platform.

    Related: Why Artificial Intelligence is Revolutionizing Marketing

    Successful entrepreneurs don’t wait on the sidelines

    While advertising has proven to be an ever-changing entity, one fact remains: It is essential for successful businesses. As Henry Ford said, “Stopping advertising to save money is like stopping your watch to save time.”

    While many brands will cut their advertising budget during times of economic trouble, or wait to spend money on advertising until they have strengthened their position in the market, this is generally the opposite recipe for success.

    For example, during the Great Recession of 2008, McDonald’s actually gained market share and increased sales while its competitors struggled — and these results were largely attributed to the fact that it remained committed to its designated ad spend, even as other brands like Burger King and Pizza Hut pulled back from advertising.

    The same can be true of businesses in any other niche, regardless of how long you’ve been in operation or who you are trying to reach. Successful entrepreneurs are willing to jump in head-first to advertise their brand and its products or services to the people who could most benefit from it.

    Successful entrepreneurs take the time to focus their message on the unique pain points of their target audience. It’s why they look at multiple channels for reaching audience members — and especially pay close attention to up-and-coming platforms. Successful marketing requires work, but the end result is growth that likely wouldn’t be possible otherwise.

    Build your future with advertising

    The marketers designing print ads for newspapers in the 1800s probably would never have imagined the type of advertising we’re capable of producing today. But that also means that many of us are unlikely to fully conceptualize the continued changes and innovations that will hit the industry in the future. As entrepreneurs, what we must never do is get lazy, because ignoring innovation in advertising is virtually the same as not advertising, and as Dr. Marietta Poshi, Marketing Professor at Warner University, says, “Advertising is the most vital part of connecting a brand with consumers. Regardless of how good a product is, if its value is not properly communicated, the purpose of the product (or service) is defeated.”

    By making it a priority to understand industry trends, you will be better equipped to grab hold of practices that appeal to your target audience and help you grow, both now and in the years to come.

    Related: Invest in These 5 Technologies to Redefine Your Marketing Efforts

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    Andres Tovar

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  • Why Your PR Is Doomed Without a Consistent Digital Strategy | Entrepreneur

    Why Your PR Is Doomed Without a Consistent Digital Strategy | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As a head of a PR agency, I’m often reached out to by brands asking me to launch a full-scale digital PR campaign. Rather unexpectedly for them, sometimes I decline or suggest they push their plans back a bit.

    The reason is that I firmly believe PR won’t make sense if a brand hasn’t established a solid digital strategy. Getting featured in some top-tier media is nice, but it won’t necessarily result in many new leads, increased online visibility and skyrocketing revenue. Top-tier publications alone won’t bring you clients or brand awareness, especially for brands that hardly have any digital presence.

    Imagine you’ve got a car and want to level it up and tune it. Ah, the neon lights and shiny car rims. Are you good to go? Maybe. Only if you are certain that all the rest performs well. Gear unit, engine, headlights — are you sure these work fine? PR is the tuning that you make while ignoring all the rest.

    The “Featured in top-tier media” bar on your website is good, but it won’t matter if this is not part of your consistent digital presence strategy.

    Related: How to Improve Your Business’ Digital Presence

    Think long-term, and align efforts with other teams

    Including PR in the long-term digital marketing strategy is the number one thing I recommend to the brands. Pavel Katz, CEO of growth marketing agency Digital Bands, also emphasizes the importance of having a content strategy that covers all digital channels and making sure PR publications are aligned with it: “Outline a very particular content plan with specific dates and leave some place for the unscheduled posts and announcements. Press releases and planned publications should be reflected in it too. I know this sounds like quite a lot of work for several teams, but this will take your digital marketing efforts to the next level.”

    Things only start here. After the content strategy is ready, there are a number of other steps that will help brands enhance PR efforts.

    Talk to sales. Talk to marketing. Talk to SEO and business development teams. Your digital presence might diverge unless your efforts align with the other departments. Tip: Schedule a call with a sales/business development lead, and ask them to help you map a buying persona. That’ll help you know [rather than guess] who your target audience is. Even if you do B2B, there’s always a particular person behind this “B” who will decide whether to cooperate with you. Know the pains of this person, address them, talk to them, and help make a well-informed decision through PR.

    Level up your socials

    Along with the PR publications, social media is your brand’s front face, which clients and other stakeholders judge you upon. Ensure your online reputation strategy syncs with the PR and social media teams. Hints: Agree on the tone of voice, discuss crisis management steps in advance, and discuss what kind of brand image you broadcast through socials and PR efforts.

    Don’t forget to show your PR publications to your social media audience. You can launch a paid social campaign that showcases the PR mentions and target a particular audience that you’d like to see your posts. It allows you to increase your PR reach and tweak the ad displays as per your targets. For example, you can show Facebook ads with a PR mention to people who submitted requests on your website. It also doubles as a solution to an eternal PR metrics problem: You can track how many people have seen and engaged with your publication through such ads.

    For instance, after my previous article was featured in Entrepreneur, I posted a link to it on my LinkedIn along with a catchy intro that encourages my connections to read the entire post (you can do better than “I was featured in /media/, read the entire piece here,” but most intros do boil down to that). Journalists appreciate when their pieces are placed on social media and get additional coverage. I noticed it got decent traction and engagement from my colleagues and friends, so I launched a small-scale paid social ads campaign on LinkedIn, which gave my post a proper boost. It’s a win-win for me and the media: The article is seen more often, gets more hits, and I can track down how many people saw my feature.

    Related: 3 Ways to Build an Online Presence With Social Media

    Technicalities and HyPRlinks

    Audit and fix your website. That’s an art in itself, but leveraging Google Analytics is a good start. This way, you can identify how your website performs and what can be improved. Example: We had a client whose website sucked when it came to its technical performance; it just didn’t load quickly enough. All the hreflangs, XMLs, javascripts and other front- and back-end incantations might damage your website performance and hence hurdle PR. No one wants to deal with trudging through sloppy pages.

    Digital PR implies media linking to your website; thus, exploring your current backlink profile makes sense. You need to know which websites have already linked to you to gain momentum by securing new links. Often, links from niche websites will get you more reach than from top media.

    You can use SEO tools for both technical website audit and backlink profile exploration. These may seem tricky, but as I advised earlier, you’ve talked to the SEO team, right? PR + SEO is a secret weapon neglected by 9 out of 10 PR specialists I speak to, so be among the few who use it.

    Take your time

    As I mentioned in the beginning, I often advise my clients not to start the PR campaign right away. After all, the odds are they won’t even need PR at their current stage, and it’s fine. Sometimes we prefer to ramp up our efforts gradually, and the first steps can be pretty straightforward. Linking back to your website in your YouTube video descriptions is PR, too. Asking a partner you’ve cooperated with to announce your cooperation on their social media also matters.

    It’ll be much easier to gain traction in the media you want to be featured in if your overall digital presence is solid and your brand’s digital efforts are aligned. There are no details that won’t matter. Before you make it to the main page of the media you dream about, you’ve got to do your digital homework.

    Related: Is Your Brand Ready for Public Relations and Press?

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    Evgeniya Zaslavskaya

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  • 5 Ways to Elevate Your Business With Social Proof | Entrepreneur

    5 Ways to Elevate Your Business With Social Proof | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In today’s highly competitive coaching and info-product industry, building trust and credibility is essential to stand out from the crowd and dominate your market. Amidst the noise and saturation, social proof is a powerful tool that can help you establish your reputation, eliminate objections and inspire confidence in potential customers.

    In this article, we will explore the significance of social proof and delve into effective strategies, such as testimonials, case studies, influencer collaborations and other techniques, specifically tailored for direct-response marketing and coaching business owners, to help you harness its power and achieve unrivaled success.

    Related: 5 Psychological Reasons ‘Social Proof’ Beats Everything Else in Marketing

    1. Testimonials: Real stories, real results

    Testimonials are the lifeblood of social proof, offering tangible evidence of the value and impact your coaching or info-products have on your clients’ lives. Encourage satisfied customers to share their success stories, highlighting the transformation they experienced through your offerings. Incorporate authentic testimonials on your website, sales pages and social media platforms. The more specific and relatable the testimonials, the more they resonate with potential customers, building trust and credibility.

    For example, consider showcasing testimonials that not only highlight the outcomes achieved but also the challenges faced and how your product or service helped overcome them. Stories that capture the emotions and journey of your clients have a profound effect on prospects, creating a sense of connection and motivation to take action.

    2. Case studies: Demonstrating real-world results

    Case studies take social proof a step further by providing detailed accounts of how your coaching or info-products have helped clients achieve their goals. These in-depth analyses showcase the challenges faced, the strategies employed and the measurable outcomes obtained. By presenting a clear narrative of success, case studies give potential customers a glimpse into what they can achieve by working with you.

    When crafting case studies, focus on highlighting the specific tactics, methodologies or unique aspects of your approach that led to the desired results. Incorporate visuals, data and testimonials within the case study to create a comprehensive and compelling story. Sharing these success stories not only builds trust and credibility but also demonstrates your expertise and positions you as a leader in your field.

    3. Influencer collaborations: Leveraging authority and reach

    In the digital age, influencers hold significant sway over consumer behavior. Collaborating with influential figures in your industry can exponentially boost your social proof and widen your reach. Identify key influencers who align with your values and target audience. Seek opportunities to collaborate on joint projects, guest appearances or endorsements.

    For example, consider inviting an influential coach or expert to contribute to your blog or podcast, co-create a workshop or webinar or provide a testimonial for your offerings. Their endorsement and association can create a ripple effect, amplifying your credibility and attracting a larger audience. Ensure that the collaboration is genuine and mutually beneficial to maintain authenticity and trust.

    Related: 4 Ways to Leverage Social Proof to Grow Your Business Online

    4. User-generated content: Empowering your community

    User-generated content (UGC) is a potent form of social proof that involves harnessing the content created by your satisfied customers and followers. Encourage them to share their experiences, insights and success stories across social media platforms using branded hashtags or by tagging your business. UGC adds authenticity and credibility to your brand while fostering a sense of community.

    Consider running contests, challenges or spotlight features to encourage UGC creation. This not only generates valuable content but also inspires others to take action and become part of your growing community. Repost and share UGC on your own platforms, giving credit to the creators and expressing gratitude for their contributions.

    5. Industry awards and recognitions: Establishing authority

    Industry awards and recognitions are external validations of your expertise and accomplishments. Apply for relevant industry awards, and showcase the recognition you receive. Whether it’s being featured on “Top Coaches” lists or winning accolades for your info-products, these achievements bolster your credibility and differentiate you from your competitors.

    When promoting industry awards, share the story behind the recognition, the criteria for selection and the impact it has had on your business and clients. Incorporate award badges or logos on your website and marketing materials to visually reinforce your authority.

    In the crowded coaching and info-product industry, building trust and credibility is essential to thrive and surpass your competition. By leveraging the power of social proof through testimonials, case studies, influencer collaborations, user-generated content and industry awards, direct-response marketing and coaching business owners can establish an unshakable reputation and dominate their market.

    Remember, social proof not only helps you eliminate objections and inspire confidence in potential customers but also cultivates a thriving community of loyal supporters. Embrace these strategies, empower your clients to share their success stories, and watch as your business soars to new heights, leaving a lasting impact on the lives of those you serve.

    Related: Need to Establish Trust With Your Audience? Leverage Social Proof.

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    Rudy Mawer

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  • The Best Video Marketing Advice for Franchise Brands | Entrepreneur

    The Best Video Marketing Advice for Franchise Brands | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    The ever-increasing competition among franchisors to get an edge on one another has led to some innovative marketing campaigns and initiatives. Amidst this backdrop, video marketing has become a vital component for many brands precisely because it can be utilized in so many ways. But it’s also created a complication of sorts — where to deploy video that best serves a wide variety of brand-related challenges.

    If you’re a franchisor who hasn’t yet developed a comprehensive video marketing strategy, there are three primary areas where you should concentrate your efforts: franchise development and sales, recruiting and training. Below is some advice on video usage for each of these important categories.

    Related: 5 Reasons Why You Need Video in Your Marketing Strategy (With the Stats to Prove It)

    Videos that increase franchise development and sales

    The last of the three areas of brand marketing with the highest value for video is sales development. And one of the best ways to communicate the social proof of your brand involves testimonial-style videos. Done right, what you’re actually selling is the full vision that the brand has to offer. Not just the “who,” “what” and “where” of your business model, but also the “why.” If you need to boost your sales outreach efforts, use testimonials that feature successful franchise owners who were once uncertain entrepreneurs — just like the target market you’re hoping to reach.

    To boost franchise development efforts, use testimonials that get real. Feature real people sharing real experiences that include the real ways in which their lives have changed for the better. Be specific! Communicate actual experiences that demonstrate the freedom and flexibility that comes with franchise ownership — especially your ownership prospects. Testimonials that feature the CEO in his office, sharing the details of your brand’s opportunity are great. That’s what most people expect to see.

    But you also need a second kind of testimonial — one that’s set amidst an on-location filming site. Imagine a first-person testimonial video that features a successful franchisee in their own backyard with their happy kids playing in the background. Now that could be anyone, including the viewer, who’s likely imagining themselves as a franchisee in your system while they watch.

    Videos that benefit recruiting

    Franchisors, whether an emerging brand or those who have already hit the magic 50-unit milestone, have a continuous need to fill their sales pipeline with high-quality prospects. New franchisees are the lifeblood of the brand, and each new unit awarded strengthens the system as a whole. And video can also be instrumental in helping franchisors recruit these prospects. If you’re going to deploy video for internal and external recruiting, the key is to feature content that showcases your company culture. Make your key differentiators the star of the show by featuring the aspects of your business model worth investigating.

    Shoot videos that demonstrate how existing franchise owners feel about working with the brand, highlighting the types of things that keep them excited about getting up each and every day. Video that provides social proof becomes believable in the viewer’s eyes. They’ll soon understand why the brand has changed other people’s lives for the better. And naturally, they’ll want that for themselves as well.

    Related: Connecting With Your Target Audience Through Video

    Videos that benefit training

    A great deal of franchisors take their comprehensive training programs seriously. This is the period in which you’re communicating how to own and operate your franchise opportunity to a captive audience. So, captivate them! Use engaging and entertaining (read: not boring) videos to introduce your business model to new owners.

    Studies have long since determined that we learn best through visual mediums, but newer information reveals that we also retain much more of the material we’re presented than with written guides and manuals. Instructional videos — especially those related to job safety — are vital aspects of the business model to communicate with new franchisees. And nothing gets the point across about workplace hazards and best practices for safety on the job than training videos.

    Related: Why Video May Be the Most Effective Format When It Comes to Training New Franchisees

    Hopefully, this information has been a helpful guide for deploying video that will enhance your overall brand marketing efforts. If you’re unsure where to begin, simply think about the three areas where video can have the biggest impact: franchise development and sales, recruiting and training. When it comes to your brand’s value proposition, the “who,” “what” and “where” are certainly important features. But visual storytelling is what best demonstrates that all-important “why” that you’re trying to communicate to your desired target market.

    After all, there’s no reason to keep that answer all to yourself — it’s an aspect of your business model that you should be sharing with the rest of the world!

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    Trevor Rappleye

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  • 3 Ways to Find Your Brand Voice | Entrepreneur

    3 Ways to Find Your Brand Voice | Entrepreneur

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    It seems like “brand voice” is the buzzword of 2023, but it’s more than just a trend. Nailing your brand voice is key so you can differentiate yourself and build your business in an authentic way.

    The problem is that understanding your own brand voice is arguably one of the most difficult tasks for an entrepreneur.

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    Nicola Moors

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  • How to Master the Art of Persuasion in UI/UX Design | Entrepreneur

    How to Master the Art of Persuasion in UI/UX Design | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Persuasion in UI/UX design refers to the intentional use of design elements, techniques and psychological principles to influence and encourage users to take specific actions or make desired decisions. It involves crafting the user experience in a way that motivates and convinces users to engage, convert or adopt a particular behavior.

    Persuasive design aims to create a seamless and compelling user journey by leveraging visual, interactive and informational cues that guide users toward desired actions or outcomes. The ultimate goal is to nudge users towards a positive experience, conversions or achieving their goals while aligning with the business objectives of the product or service.

    Related: The Power of Persuasion: Using Brain Science to Get Users to Act

    9 powerful techniques for creating a persuasive UI/UX design

    1. Clear and compelling calls-to-action (CTAs):

    Calls-to-action are essential elements in UI/UX design that prompt users to take specific actions. To make CTAs persuasive:

    • Design visually prominent and attention-grabbing CTAs that stand out from other elements on the page.

    • Use action-oriented language that clearly communicates the desired action and its benefits.

    • Incorporate persuasive elements such as urgency, exclusivity or incentives to encourage immediate engagement.

    2. Visual hierarchy and information presentation:

    The visual hierarchy and presentation of information greatly influence user engagement. To optimize this:

    • Guide users’ attention through the effective visual hierarchy by arranging elements based on their importance and relevance.

    • Use visual cues such as colors, size and positioning to emphasize important information and guide users’ focus.

    • Present information in a clear, concise and scannable manner to facilitate quick understanding and decision-making.

    3. Social proof and social influence:

    Leveraging social proof and social influence can significantly impact user behavior. Consider the following techniques:

    • Showcase testimonials, reviews and ratings to establish credibility and trustworthiness.

    • Incorporate social sharing buttons and recommendations to encourage users to share and engage with the content.

    • Highlight user-generated content and success stories to create a sense of community and validation.

    4. Personalization and tailored experiences:

    Personalized experiences can enhance user engagement and satisfaction. Consider the following strategies:

    • Utilize user data to deliver personalized content, recommendations or product suggestions.

    • Create adaptive interfaces that adjust based on user preferences and behavior, providing tailored experiences.

    • Customize interactions based on user demographics, past behavior or stated preferences to increase relevance and engagement.

    5. Gamification and interactive elements:

    Gamification techniques can make the user experience more enjoyable and engaging. Consider the following approaches:

    • Incorporate game-like elements such as progress bars, badges or rewards to motivate users and create a sense of achievement.

    • Reward users for specific actions or milestones to encourage continued engagement and completion of desired tasks.

    • Create interactive and immersive experiences through interactive quizzes, challenges or interactive storytelling.

    6. Persuasive copywriting and microcopy:

    The language and copy used in UI/UX design play a vital role in influencing user behavior. To make copy more persuasive:

    • Craft compelling headlines and taglines that communicate value and capture user attention.

    • Use persuasive language that focuses on the benefits and outcomes users can expect.

    • Optimize microcopy, such as button labels or form field instructions, to guide users and reduce friction in the interaction.

    7. Scarcity and urgency tactics:

    Creating a sense of scarcity and urgency can prompt users to take immediate action. Consider the following tactics:

    • Highlight limited-time offers, exclusive deals or limited availability to create a sense of scarcity.

    • Incorporate countdowns or timers to instill a sense of urgency and encourage prompt decision-making.

    • Communicate the potential loss or missed opportunities if users do not take action quickly.

    8. User feedback and social engagement:

    Engaging users and encouraging feedback can foster a sense of community and increase user involvement. Consider the following strategies:

    • Provide channels for users to leave feedback, suggestions or comments on the interface or content.

    • Foster social engagement by incorporating interactive features such as comments, forums or user-generated content.

    • Leverage user-generated content to showcase real-world examples and create a sense of authenticity and trust.

    9. Ethical considerations in persuasive design:

    While employing persuasive techniques, it’s crucial to maintain ethical standards. Consider the following ethical considerations:

    • Balance persuasion with transparency and honesty, clearly communicating the intentions and outcomes of user actions.

    • Ensure inclusivity and accessibility in design, considering diverse user needs and abilities.

    • Respect user autonomy by providing clear choices and options, avoiding manipulative tactics.

    Related: What Makes Copy Persuasive?

    Case studies of successful companies that use persuasive UI/UX design

    Case study 1: Slack’s onboarding process

    Objective: Increase user adoption and engagement during the onboarding process.

    Description: Slack, a popular team communication platform, implemented a persuasive onboarding process to effectively engage and retain users. They incorporated gamification elements by guiding users through a series of interactive tasks and providing rewards for completing them. Users were prompted to invite team members, set up channels and explore various features. Progress indicators and positive reinforcement messages were used to create a sense of achievement and progress.

    Results: Slack’s persuasive onboarding process led to higher user engagement and faster adoption rates. Users felt motivated to complete the tasks, resulting in improved activation and retention rates. The gamified approach encouraged exploration and understanding of the platform, making it easier for users to integrate Slack into their workflow.

    Case study 2: Duolingo’s language learning app

    Objective: Motivate users to consistently practice language learning and retain their interest.

    Description: Duolingo, a language learning app, implements persuasive design techniques to encourage users to regularly engage with the platform. They use progress bars and streak counters to visually represent users’ learning progress and maintain a sense of accomplishment. Duolingo incorporates social elements by allowing users to compete with friends and share achievements. Additionally, they employ notifications and reminders to nudge users to practice daily.

    Results: Duolingo’s persuasive design strategies have been highly successful in driving user engagement and retention. The visual progress indicators and social elements create a sense of community and motivation, leading to increased usage and consistent practice. The app’s addictive nature keeps users coming back for more, resulting in long-term retention and improved language learning outcomes.

    Case study 3: Airbnb’s booking flow

    Objective: Increase conversion rates and encourage users to complete the booking process.

    Description: Airbnb, an online marketplace for accommodation, implemented persuasive design techniques to streamline their booking flow and reduce user drop-offs. They optimized the form-filling experience by using auto-fill suggestions, reducing friction and saving users’ time. They strategically placed trust signals, such as verified reviews and secure payment logos, to instill confidence in users. Additionally, they utilized scarcity principles by displaying limited availability for highly demanded listings.

    Results: Airbnb’s persuasive design approach in their booking flow led to significant improvements in conversion rates. The streamlined form-filling process reduced user frustration and increased completion rates. By employing trust signals and scarcity tactics, they enhanced users’ trust in the platform and urgency to make a booking, resulting in higher conversion rates and revenue generation.

    These case studies highlight how persuasive UI/UX design can positively impact user behavior, engagement and conversions. By employing techniques such as gamification, progress indicators, social elements and trust signals, these companies have successfully influenced user actions and achieved their desired outcomes.

    Related: 3 Ways to Use the Power of Persuasion in Your Marketing

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    Taiwo Sotikare

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  • Supercharge Your Marketing by Connecting These Technologies | Entrepreneur

    Supercharge Your Marketing by Connecting These Technologies | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Almost every superhero has a sidekick. It’s not that Batman isn’t capable of amazing feats on his own, it’s just that he can accomplish so much more with Robin at his side. Duo do-gooders, or even partners in crime, can be unstoppable together rather than alone. Would Abbot be as funny without Costello? Would Bonnie be able to get away without Clyde?

    Take your pick of combos; it stands true that two are better than one, and the same goes for your marketing!

    At my business, PostcardMania, we have the unique advantage of closely tracking successful client campaigns to determine what made them work — and we delivered just shy of 30,000 campaigns last year … 28,091 to be precise. So, I have some insight into what works and what doesn’t.

    In this article, I’ve picked out a few marketing duos that I know will help supercharge your results.

    Related: Invest in These 5 Technologies to Redefine Your Marketing Efforts

    Website + direct mail

    Business owners used to see their website as a mere host for valuable information about products, services, locations, contact information and more. But today, savvy business owners understand that a website is a valuable tool — it can attract prospects (with good SEO), build trust and (most importantly) convert visitors into qualified leads and customers.

    That said, not every website is as optimized as it could be.

    Your website is a powerful lead-generation engine. All it takes is a little backroom tinkering behind the scenes of your website, and you can turn it into a powerful follow-up tool that targets your most interested — yet unconverted — visitors offline. It’s called direct mail retargeting, and it can turn your website into a huge catalyst for closing sales.

    With a little bit of code and an integration that connects your website to a direct mail automation platform, you can automatically retarget your website visitors with a postcard at their home. Simply set your budget, and let it run on its own (if you’re a little tech-shy, some companies like mine will even set this up for you).

    You can also adjust which visitors you want to target to ensure you’re pursuing the hottest leads. Only mail to visitors who spend more than 30 seconds on your site or only those who add something to their shopping cart and then abandon it — it’s all possible and a lot more.

    And I’m not mentioning direct mail because I happen to sell it. The research shows that tangible advertisements make a greater impact on prospects than digital ones alone.

    In a study done by the United States Postal Service (USPS) and Temple University’s Center for Neural Decision Making, researchers concluded that direct mail has a more significant emotional impact than digital ads, resulting in stronger recall up to one week later. They also found that participants’ brains were more stimulated and participants felt more excited when interacting with direct mail.

    Utilizing direct mail at key points along the buyer’s journey could sway them more significantly than digital interactions alone. Adding a discount code or free offer to your follow-up mailer may just be the extra incentive they need to go from “maybe” to “yes.”

    Even if you start slow, with a small budget and very tight targeting parameters, I encourage you to give retargeted direct mail a try. One of my clients, a real estate investor, let it run in the background for the better part of a year. He didn’t have much website traffic, so he only sent out a little over 100 postcards, which cost him $647 — but he closed a deal off of those 100 mailers that made him $70,000.

    That’s the magic of combining targeted mailers with your website traffic: It’s low-cost, targeted and hugely impactful.

    Related: 3 Ways Technology Helps You Make Money With Direct Mail Marketing

    Geofencing + targeted digital ads

    While geofencing isn’t the newest technology to enter the marketing spectrum, it is improving exponentially day by day. Geofencing creates virtual geographic boundaries around targeted areas, and when someone crosses into one of those areas, it creates a triggered response — your ads will show up while they’re browsing their favorite sites or checking their email.

    For example, a veterinarian could target pet owners who visit local dog parks, pet supermarkets or animal shelters. Or a yoga studio could target people visiting their local health foods store. There are a ton of possibilities.

    Recently, geofencing has become more reliable — meaning you won’t spend money accidentally targeting people who really visited the tire shop next door. And once you’ve targeted enough of the right people, their profiles can be used to target larger lookalike audiences with similar demographics.

    Then, if these prospects click on your geofence-triggered ad and visit your website, they could automatically receive a mailer, too (that is if you have automated direct mail in place like I mentioned in the first section).

    With all of these integrated marketing channels in place, you can create a compelling sales funnel that finds and nurtures new leads into customers on autopilot. That’s the power of automation. All you have to do is set it up once, set your budget and check in periodically to make sure your return on investment (ROI) justifies your costs.

    Soon, prospects will feel they’re seeing you everywhere and have your brand planted firmly in their minds. This powerful recall is exactly what you want the next time they need your product or service.

    Related: 6 Technologies That Will Reshape Marketing In The Next Decade

    AI + content marketing

    Website content can be a major trust builder for your businesses and therefore can play a vital part in turning an interested prospect into a buying customer. But many a business owner has cringed at the thought of writing copy for their website … let alone regularly updating it with blog posts or e-newsletter articles.

    Creating large amounts of content can be a constant challenge for business owners, and I get it. You’re already busy running a business!

    But what I want small business owners to realize is that they have access to many tools — some of them free — that will do 95% of the writing for you.

    Some of the most popular content-driven AI tools include ChatGPT, Jasper, Google’s Bard and Microsoft’s Bing AI.

    You can simply type in a subject and a tone of voice, and the AI will produce copy for you in seconds. Even professional copywriters are trying out AI to produce more content in short amounts of time.

    I suggest trying out an AI tool to write something that will be beneficial to prospects and customers. What do they always ask or want to know about your industry? Do you have a recent case study you want to share? Maybe you can create a page that explains the buying process so prospects know what to expect.

    Focus on creating content that builds trust and removes common barriers you encounter when taking someone from interested to purchasing.

    However, keep in mind that AI can only take you so far. You’ll still need to double-check the copy for accuracy and tailor it to your business’s style, purpose and level of expertise.

    The more content you produce, the more your SEO rankings will improve, the more your prospects and customers will interact with you online, and the more you’ll see long-term results.

    Put all these integrated marketing duos together, and it’s as if you have a host of secret weapons to accomplish your master plans.

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    Joy Gendusa

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  • How to Grow Your Business With Online Reviews | Entrepreneur

    How to Grow Your Business With Online Reviews | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Online reviews are crucial, even for new businesses in entirely new market categories. In fact, reviews may be more important for you because you have to prove two things to potential buyers:

    1. That you can actually solve their problem

    2. That your company is good to work with

    You’re brand new, so without someone else’s say-so, you have no way to prove this. Online reviews help you stand out and prove your value. Here’s how they can be used to grow your startup:

    Related: 4 Things to Know About Online Reviews (and Why You Can’t Afford to Ignore Them)

    5 ways to leverage online reviews for growth

    1. Rank higher in search results

    Online reviews are a key ranking factor for Google and other search engines. Google et. al. want to show searchers the most relevant, helpful and authoritative results, and they use online reviews to help them do it. This doesn’t just apply to local businesses. It applies to everyone.

    If you’re creating a brand new market, this will take time to show results. But as soon as people begin searching for [XYZ] services that you offer — and they may be already — this will turn into a lead funnel for you.

    2. Become the category leader

    It’s tough to create a new category, but it’s much easier to stand out in an existing one. All you need is a good product and enough people saying that you’re great. You can stand out in review platforms, market research reports and approved vendor lists — all by simply earning more online reviews than other companies in the same category.

    3. Get on “Best of” and “Top 10” lists

    An unfortunate truth: Most of those “Best [XYZ] Providers” and “Top 10 [XYZ] Tools for [Industry]” are written by junior editors who do a Google search and reference whoever shows up on the first two pages.

    If you earn more online reviews, you will show up higher in those search results, giving you a significantly higher chance of getting on one or more of these “Best of” lists, which then:

    • Causes you to rank even higher in search results

    • Gives you high-quality backlinks

    • Helps you get on even more “Best of” lists and other recognitions

    • Drives more ready-to-buy traffic to you

    It’s a virtuous cycle that you really want to tap into. If you aren’t included in these lists organically, you can reach out to the platforms to ask for inclusion and point to your reviews to back up your case for why you should be included.

    4. Turn market opinion into “dark social”

    Dark social is a marketing term for word-of-mouth in the internet era. It’s difficult to track, but it’s incredibly valuable. The more positive reviews you earn, the more people you have primed to mention you in online chat groups, direct messages, social media comments, emails, text messages and more.

    The more people you have saying good things about you, the more likely you are to win new customers and become the market leader. Isn’t that what every startup wants?

    5. Use social proof throughout the buying cycle

    Turn those reviews into mini-case studies, weave them into your blog posts and emails, share them on social media, and create ad campaigns out of them. These are incredible assets to help create demand and sway prospects into choosing you. Why? Because you’ve proven that you can solve customers’ problems and that you’re good to work with.

    Related: Online Reviews Are the New Social Proof

    How to get reviews (and what to do when you get them)

    1. Pick a platform

    There are tons of third-party review platforms, like Google, G2, Capterra, Angi, TripAdvisor and Glassdoor, to name a few. The most important one for you to focus on is wherever your potential customers are most likely to search. If you’re not sure, look at where your competitors are putting most of their review efforts. There may be multiple, but for starters, pick the one where customers are most likely to find you.

    2. Make the ask

    Snag your review link from your platform of choice, and then ask customers for a review after you’ve given them a great customer experience. Ask for the review:

    You can just say: “We loved working with you! Please leave us a review at [review link]. Thank you!” You may want to use a review management platform to request and manage reviews from one place, but you can also start including asks into your regular communications.

    3. Respond to reviews ASAP

    Potential buyers aren’t only looking at who has the most reviews. They’re also looking at how companies respond to those reviews. Whether and how you respond are clear indicators of what you’ll be like to work with. If you want to prove that you’re reliable and can solve customers’ problems, you’ve got to respond.

    Online reviews are a crucial asset for startup growth. You can earn more of them — and get all the benefits mentioned above — but you’ve got to actually start asking for them.

    Related: Here’s How to Get Your Customers to Leave Positive Reviews (And Why You Can’t Afford Not To)

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    Kenneth Burke

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  • 5 Questions to Ask Customers When Conducting Market Research | Entrepreneur

    5 Questions to Ask Customers When Conducting Market Research | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    How many offers have you launched that didn’t get a single buyer? I’d wager that this scenario has played out in most (if not all) businesses. While there are many reasons this can happen, the most common reason I see as a launch strategist and copywriter is a lack of research.

    The thing is, you can’t afford to skip market research. Research is crucial to understand your audience (and create marketing that attracts them), validate your ideas and create other offers.

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    Nicola Moors

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  • 5 Questions to Ask a PR Professional Before Hiring Them | Entrepreneur

    5 Questions to Ask a PR Professional Before Hiring Them | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    One of the most popular questions from a company hiring a PR agency is what journalist contacts they have and how deep their relationships are.

    While it’s understandable to think this is important, it’s not the right question to ask a PR person. Regardless of who they know, they’ll only get responses if they bring their contacts a pitch that captures their interest.

    This means it’s far more essential to find someone who can help you proactively source and react to newsworthy topics, generate fresh ideas to position you as a thought leader and assist you with creating angles and high-quality pieces that outlets will be eager to publish.

    So, instead of asking who they know, focus on what they know, and ask them these five questions. Each answer will show you what results you can expect and if a particular PR professional is a good fit for your needs.

    Related: How You Can Help Your Public Relations Provider Help You

    1. What angle can you suggest for my story?

    News agency, Reuters, notes that relevance is the number-one driver of a great story, so another way to put this question would be, “Why should people care about what I’m saying?”

    Your piece should be interesting to readers (including the editor or journalist you’re pitching to!) and have a unique perspective that makes it stand out from the crowd. The right PR agency should be able to suggest at least broad ideas about your business that can be later tailored to specific publications and will resonate with their readership.

    2. What is the headline going to be?

    The headline either grasps attention or loses a reader. Research shows that 80% of people will read a headline, but only about 20% read further than that. There is fierce competition for readers’ attention, so putting extra attention on the headline can be the difference between your content getting viral traction or only a few clicks.

    When deciding whether or not to work with a PR agency, ask them what your story’s headline is going to be, and they should be able to produce a few options in a way that grabs your attention and makes you want to keep reading. This will also give you a good idea of what the focus of the story will be and whether it aligns with your business objectives.

    Even though it’s almost never useful to spend a long time coming up with a headline (editors usually want to make their own), it’s a great exercise to filter for the best PR pros who understand both business and journalism.

    3. What’s the news peg we’re going to hang our story on?

    The idea of a “news peg” means finding a relevant current event to tie your story to. It’s similar to the angle, but it’s more like what your angle is going to hook around. For instance, a greentech company could tie a thought leadership piece to an upcoming climate change summit or the ongoing European energy crisis. A cybersecurity company can tie a new product launch to a recent public data breach or call for government regulations on a trendy technology.

    Finding the right “peg” for your story helps to make it timely and relatable. People read the news to have something to talk about with others, so pegging your story to an event is the ideal way to get it shared, read and talked about. Many large publications won’t even consider a story without a news peg. Be sure to check if your PR agency is immersed in the relevant news and can offer a way to logically insert you into the agenda.

    Related: Why You Need A PR Agency and How to Choose One Wisely

    4. Which publications are we going to target?

    When working with a PR agency, you want to make sure they have experience pitching to the publications that are relevant to your business.

    It’s worth mentioning that the agency might not rattle off a list of tier-1 publications, and that’s not always a bad thing. It’s normal to think that you should always aim for the biggest outlets, but that’s not necessarily true. Instead of listening for “big names only,” ask them why they chose each outlet, which media formats they plan to focus on and who the readers are.

    Sometimes, opting for more niche publications can enhance your reach and give you more leverage, boosting your ability to get your story in front of the right people. This is why asking these questions instead can help you gain insight into whether or not they understand your business objectives and how to appeal to your target audience.

    5. Who are we going to target, and what format will we use?

    As a writer whose work has appeared in outlets like Forbes, Fast Company and other large publications, I receive pitches every day. I’ve only written for those magazines as a freelance contributor, but people would suggest opinion pieces to me all the time as if I were an editor who had the power to approve or deny publications for the site.

    These pitches show me how little media training PR people have because they don’t know the difference between a staff editor, a commissioning editor and a freelance contributor, and the formats they can offer to them. I’ve even seen these types of emails from people who are working with large consulting agencies. People without any background in journalism rarely understand how newsrooms work, and it leads to major blunders like this, which may get them blocked in journalists’ mailboxes.

    The piece of advice here is to always pick the right editor or reporter to target with your pitch. If it is a news piece, you don’t send it to a commissioning editor, and if it is an opinion piece, any reporter would not be a good fit. Study the formats that the people in the newsrooms work with, and try to offer the most relevant piece so that it has the most chances of getting picked and published in the magazine.

    Related: The 5 Answers You Need Before Hiring a PR Agency

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    Anastasia Chernikova

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  • Trying to Boost Retail Sales? Here’s How Geofencing Can Help. | Entrepreneur

    Trying to Boost Retail Sales? Here’s How Geofencing Can Help. | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As a retailer, you’re always looking for new and innovative ways to attract customers and increase sales. One method that has gained popularity in recent years is geofencing marketing. By using GPS technology to create virtual boundaries around your store, you can reach potential customers in the surrounding area with targeted ads and promotions.

    In this article, we’ll take an in-depth look at geofencing marketing and its benefits for retail locations. We’ll cover everything from how it works and the different types of geofencing campaigns you can run, to the best practices for creating effective ads that drive foot traffic and boost sales.

    If you’re looking for a way to take your retail marketing strategy to the next level, geofencing could be just what you need. So, let’s dive in and explore the power of this cutting-edge marketing technique!

    What is geofencing marketing

    Geofencing marketing is a location-based marketing technique that uses GPS technology to create virtual boundaries around your store. These boundaries, or “geofences,” allow you to target potential customers who are within a certain distance of your store with ads and promotions on their mobile devices. This means that you can reach people who are already in the vicinity of your store and increase the likelihood of them visiting and making a purchase. Geofencing marketing is a highly targeted way to attract customers and boost sales, making it an effective tool for retailers looking to increase their foot traffic and revenue.

    How can I set up geofencing marketing for my store?

    Setting up geofencing marketing for your store involves a few key steps. First, you’ll need to determine the boundaries around your store that you want to target with ads and promotions. This can be done using GPS technology and mapping software. Once you have defined your geofence, you can then use a mobile advertising platform to create and launch targeted ads to potential customers within that boundary.

    To ensure that your geofencing marketing campaigns are as effective as possible, it’s important to consider factors like the timing of your ads, the relevance of your messaging and the overall user experience. By taking these factors into account, you can create ads that are tailored to your target audience and are more likely to result in increased foot traffic and sales for your store. Working with a mobile advertising platform that specializes in geofencing marketing can also help ensure that your campaigns are expertly crafted and optimized for maximum results.

    Examples of successful geofencing campaigns

    Geofencing campaigns have been increasingly popular in recent years for boosting retail sales. Here are some examples of successful geofencing campaigns:

    1. Starbucks employs geofencing technology to send targeted push notifications to customers who are in close proximity and have expressed interest. A prime illustration of this is their happy hour promotion, where select beverages are available for 50% off, and relevant users receive special push notifications regarding the offer. Besides pinpointing customers’ whereabouts or entries, geofencing marketing also enables Starbucks to classify them into different groups based on their preferred drinks, such as cappuccinos or frappuccinos, and deliver tailored push notifications accordingly.

    2. Burger King‘s Whopper Detour campaign is a successful example of geofencing and geo-conquesting. By offering its iconic burger for a penny to customers who downloaded the BK app while visiting McDonald’s, Burger King gained new customers from their competitors and generated extensive publicity. This well-planned campaign remains one of the top picks for exceptional geofencing advertising.

    3. Uber employs geofencing technology to target individuals at airports and hotels, as these are places where users typically require transportation to reach varying destinations. The strategic targeting of individuals in these specific locations can greatly enhance the effectiveness of a geofencing marketing campaign.

    4. Dunkin’ Donuts launched a program to evaluate the efficiency of utilizing geofencing around competitors’ establishments along with behavioral targeting for distributing coupons through mobile devices. The outcomes were encouraging, as 36% of individuals who clicked on the offer responded by taking some additional action, with 18% of them saving the coupon, and 3.6% of secondary actions resulting in coupon redemption.

    Overall, these examples show how geofencing can be a powerful tool for retailers looking to drive foot traffic and boost sales by delivering personalized messages and offers to customers when they are in close proximity to their stores. By leveraging the power of location-based technology, retailers can create a more engaging and relevant shopping experience for customers, ultimately leading to increased revenue and loyalty.

    Are there any potential drawbacks or challenges to using geofencing for marketing purposes?

    While geofencing can be an effective tool for retail marketing, there are also potential drawbacks and challenges to consider. One challenge is that customers may find it intrusive if they receive too many notifications or offers while they are near a store. This can lead to a negative perception of the brand and decrease customer loyalty.

    Another challenge is ensuring accuracy in the location tracking, as inaccurate location data can result in sending notifications to customers who are not actually near the store, leading to frustration and a loss of trust.

    Additionally, some customers may be uncomfortable with the idea of being tracked and having their location data collected by retailers. It is important for companies to be transparent about their data collection practices and provide opt-out options for customers who do not wish to participate.

    Lastly, implementing geofencing technology can be expensive and may require a significant investment in resources and infrastructure. Retailers need to carefully consider the potential return on investment before deciding whether to implement this technology.

    Overall, while there are challenges and potential drawbacks to using geofencing for marketing purposes, the benefits of delivering personalized messages and offers to customers when they are near a store can outweigh these challenges if implemented correctly.

    How do you measure the success of a geofencing campaign, and what metrics should be used?

    Measuring the success of a geofencing campaign can be done through various metrics. One important metric is the number of people who received notifications and offers through geofencing technology. This can be tracked using location data and can give an indication of how many potential customers were reached.

    Another important metric is the click-through rate, which measures how many people actually clicked on the notification or offer and took action, such as visiting the store or making a purchase. This metric shows the effectiveness of the messaging and offer in driving customer behavior.

    Retailers can also measure the return on investment by comparing the cost of implementing the geofencing campaign with the revenue generated from customers who received and acted on the notifications or offers. This can give a clear indication of whether the campaign was profitable and worth the investment.

    Additionally, tracking customer engagement and loyalty can also be useful metrics in measuring the success of a geofencing campaign. By analyzing repeat visits, purchase history and other metrics, retailers can determine if the personalized messaging and offers delivered through geofencing technology have contributed to increased customer loyalty and engagement.

    Geofencing marketing has emerged as a powerful tool for retailers looking to boost sales and engage with customers on a deeper level. By creating virtual boundaries around retail locations, businesses can send targeted messages to potential customers in the area, driving foot traffic and ultimately increasing revenue. Geofencing marketing also allows retailers to collect valuable data on customer behavior and preferences, which can be used to personalize future marketing efforts.

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    Brian Hughes

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  • How to Not Annoy Users With Your Pop-Up Ads | Entrepreneur

    How to Not Annoy Users With Your Pop-Up Ads | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    If you’re a marketer, advertiser or any other related position, pop-ups are one of the many tools at your disposal. They can be very effective at generating conversions and leads by prompting users to take action like signing up for a newsletter or using a coupon code to make a purchase.

    Today, websites can have many different types of pop-ups and banners, from cookie notifications to first-time visitor pop-ups to exit intent pop-ups. Despite their value for lead generation, pop-ups can be problematic from a user experience perspective, and using pop-ups incorrectly can actually drive users away. How you execute these pop-ups can mean the difference between users converting or quitting the site entirely. The challenge is to find the right balance to achieve your goals without annoying your users.

    Knowing what kind of pop-ups to use, as well as how to use them effectively, will keep your users happy. Here are a few things to know about strong pop-ups, as well as some options you can consider when working on your next pop-up strategy.

    Related: 7 Ways Pop-Up Ads Can Bolster Your Sales

    Pop-ups are good at what they do

    When done correctly, pop-ups are powerful converters. Data from one million live Duda sites shows that, on average, sites that used pop-ups saw a conversion rate four times higher than sites that didn’t use them. Sites without pop-ups saw a 3.7% conversion rate, whereas sites with pop-ups had a 16% conversion rate.

    Knowing what type of pop-up you need will also keep users satisfied. There are pop-ups for marketing purposes, and then there are pop-ups for compliance needs. For marketing, 8.4% of our live sites leverage pop-ups for marketing offers or to deliver timely information. These pop-ups drive top-level conversion growth, and they typically offer a discount or encourage users to fill out a form.

    There are also required pop-ups, such as cookie policies for GDPR compliance. Duda data shows that out of one million live sites, 25% use GDPR-related pop-ups.

    Keep user goals in mind

    To create an effective pop-up strategy, you need to ask yourself a few questions. What are your goals, and what kinds of pop-ups accomplish those goals? Additionally, what problems can your pop-ups solve for your users?

    The most effective pop-ups are those that keep the user’s needs at the forefront and deliver value that is worth their while. To accomplish this, you need to first understand what your users are looking for and then serve them a pop-up that delivers a clear and compelling solution to that need. We consistently see websites that leverage pop-ups get higher conversion rates, sometimes 3-5 times higher, when using a pop-up instead of other methods, like banners, on a web page.

    Be considerate of timing

    No one wants to be approached the second they walk into a shop before they’ve had the chance to even look around. The same is true for your pop-ups. Not only are immediate pop-ups bad for your Google search rankings, but they’re also the type of pop-ups users are likely to find the most aggravating. A better practice would be to time pop-ups either as a user is leaving or time it so they’ll close automatically after a few seconds.

    Related: User Experience Is the Most Important Metric You Aren’t Measuring

    Use accessibility best practices

    It may go without saying, but you should make sure your pop-ups are accessible and easy to read. Do they have a strong visual focus? If they take up a portion of the page, is it visually distinct from the rest of the page? Do they have clear CTAs? Is it obvious what the user is being asked to do?

    Common accessibility issues include tab loops, missing labels, tab focus and keyboard support. According to Duda’s data, these issues represented 8-10% of the total issues detected during typical audits. Clearing up these issues will go a long way toward making your pop-ups more successful. Additionally, any third-party content that appears within an inline frame as part of the pop-up could introduce inaccessible content that would be difficult to correct.

    Despite their negative connotations at times, pop-ups are very effective at driving top-level conversions and generating leads. If you’re a marketer or agency professional, they’re an important part of your strategy. But there is a right way to do them that doesn’t wear out your user’s trackpad trying to find the “X.”

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    Itai Sadan

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  • How to Harness the Power of Brand Equity | Entrepreneur

    How to Harness the Power of Brand Equity | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In today’s fast-paced world, consumers are bombarded with countless choices and endless information. The result? A growing emphasis on brand equity as the deciding factor in consumer decision-making. With 81% of consumers needing to trust a brand before purchasing, it’s clear that startups must prioritize brand equity to achieve success.

    As an entrepreneur, understanding and harnessing the power of brand equity is essential for the long-term success of your startup.

    This comprehensive guide will walk you through the ins and outs of brand equity, its importance, and the practical steps to build it. We’ll also share inspiring examples of companies that have successfully built their brand equity to stand out in the crowd.

    Related: If You’re Not Thinking About Brand Equity, You Should Be. Here’s Why.

    The importance of brand equity

    In a nutshell, brand equity refers to the perceived value of your brand based on consumer experiences and perceptions. Brand equity is an intangible asset that you can think of as a beacon, shining brightly amidst the chaos of the marketplace.

    The stronger your brand equity, the brighter your beacon shines. This attracts prospects who trust and value your products or services. A brand with strong equity enjoys a plethora of benefits, including:

    • Higher profit margins due to premium pricing
    • Improved market share through brand loyalty
    • Expansion opportunities into new products and markets
    • The ability to leverage brand equity as an intangible asset
    • A competitive edge in the market

    Remember, strong brand equity is a lasting resource that will stand with your business through thick and thin, giving you a resilient competitive advantage that beats all odds and keeps your sales moving.

    Related: How to Build Brand Awareness and Loyalty

    How to build brand equity

    To unlock the power of brand equity in the digital world, you should consider these actionable strategies that leading brands have applied successfully to build their equity-

    1. Define your brand identity — Establish a strong brand identity by determining your core values, mission statement and unique selling points. Identify your brand’s personality, tone and voice to guide your branding decisions.
    2. Develop a robust visual identity — Create a cohesive visual identity that reflects your brand’s personality and values, including logo, color scheme, typography and design elements. Ensure consistency across all marketing materials, such as websites, social media profiles and product packaging.
    3. Increase and maintain consistent brand awareness — Ensure your brand is recognizable among competitors by implementing tactics like using a unique company logo and color scheme that reflects your brand image and sharing the authentic story behind your brand.
    4. Convey your brand’s values — Consider how your products and services address customer needs and tailor your messaging accordingly. Take cues from successful brand positioning and emphasize your brand’s commitment to social and environmental causes, as these are increasingly important to modern consumers.
    5. Embrace authenticity and transparency — Prioritize honesty and transparency in your business practices and communication. Share your brand story and journey with your audience to build trust and establish an emotional connection.
    6. Focus on building relationships and reinforcing customer loyalty — Cultivate strong relationships with your audience by providing exceptional customer service and high-quality products or services. Encourage engagement through social media contests or surveys to foster a sense of community around your brand. Offer loyalty rewards and recognition to encourage repeat purchases and referrals, ultimately strengthening your brand equity.
    7. Ensure a consistent brand experience — Maintain consistency in your brand experience across all touchpoints, from websites to social media to customer service interactions. Align your messaging, tone and visual identity across all channels for a cohesive and memorable brand experience.
    8. Foster and sustain positive customer experiences — The “halo effect” is a phenomenon where brand strength and loyalty lead to positive associations that contribute to brand equity. To capitalize on this, ensure customers feel secure and comfortable with your brand by building trust and credibility. For instance, Starbucks creates positive experiences by offering comfortable environments for socializing.

    Measuring brand equity

    How do you know if your brand equity-building efforts are paying off? This is a bit tricky because measuring brand equity involves assessing and quantifying the intangible aspects of your brand. However, there are a few methods that can help you gauge the effectiveness of your brand equity, providing valuable insights into the overall health and strength of your brand-

    Measuring financial and product value — Assessing the financial and product value of your brand can be an excellent indicator of brand equity. Financial value can be measured through increased profit margins, premium pricing and overall revenue growth. Product value can be evaluated based on the success of new product launches and the performance of your products compared to competitors. Strong financial and product value often signals robust brand equity.

    Conducting a brand audit — A brand audit is a comprehensive examination of your brand’s current market position, assessing its strengths and weaknesses compared to competitors. This process involves analyzing your brand’s identity, messaging, target audience and marketing strategies. By conducting a brand audit, you can identify areas for improvement, measure the effectiveness of your branding efforts and determine whether your brand resonates with your target audience.

    Monitoring customer feedback and satisfaction — Customer feedback and satisfaction are critical indicators of brand equity. You can gain valuable insights into your brand’s reputation and perception by actively monitoring customer feedback, reviews and satisfaction levels. Happy, satisfied customers are more likely to be loyal and refer your brand to others, leading to higher brand equity.

    Tools such as customer surveys, social media monitoring and review platforms can help you track and analyze customer feedback, providing you with actionable data to improve your brand equity.

    A good example that illustrates the profound impact that positive brand equity can have on a company’s success, regardless of the business type and size, is Starbucks. Starbucks holds the title of the world’s most renowned coffeehouse, boasting a highly recognizable green and white logo that doesn’t even require the company name. With operations in nearly 80 countries and over 32,000 stores worldwide, Starbucks owes its success to a powerful visual identity, a compelling brand story and a commitment to putting customers at the heart of its business.

    Conclusion

    By understanding and implementing effective strategies to build brand equity and consistently measuring its impact, you can create a strong brand that drives business success and long-term growth. Also, remember to apply the brand equity measurement techniques strategically.

    Yes, these methods do not provide a direct measure of brand equity, but they offer valuable insights into the overall health of your brand, which can help inform your branding strategies and efforts in the future. Start working on building and optimizing your brand equity now with the discussed strategies, and watch your startup flourish in a competitive market.

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    Vikas Agrawal

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  • How to Create an Effective Multilingual Email Marketing Campaign | Entrepreneur

    How to Create an Effective Multilingual Email Marketing Campaign | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Today, going multilingual is an integral aspect of powerful email marketing, particularly for businesses operating in global markets. Yet, this is quite a challenging thing to do that requires time and effort.

    So, why make your email marketing multilingual? Indeed, why add new languages to your strategy if you can only run emails in English (or any other language)?

    1. Boost your email performance

    Recipients are more likely to engage with email content in their native language. So, for some companies going multilingual results in the following:

    • conversion rate increased by 30%
    • 56% of the people surveyed said they preferred content in their native language over a price
    • open rate (OR) increased by a whopping 100%

    Related: How to Launch Your First Email Marketing Campaign and Get the Results You Want

    2. Enhance personalization

    At the heart of effective email marketing lies personalization: delivering the right message to the right person at the right moment in time. This is also known as the 3R rule.

    And the “right” message is:

    • right context
    • right data
    • right language

    3. Reach a wider audience

    Simply knowing your customers’ geographical location is not enough. It’s crucial to detect their language preferences or even directly ask them, as they may have diverse cultural roots. For instance, one in five Americans speaks a language other than English, indicating that relying solely on English is not enough to reach the entire US population.

    Related: 3 Quick Steps to Get Your Message Out to a Wider Audience

    4. Comply with local regulations

    In some countries or regions you are entering, there may be specific language requirements for marketing communications.

    In Canada, for instance, the Official Languages Act provide customers the right to receive services in the official language of their choice.

    5. Understand your audience better and stay competitive

    Running email marketing campaigns in a few/many languages can help you gain insights into the preferences of your target audience from different countries, allowing you to optimize your strategies accordingly.

    How to run multilingual campaigns properly

    There are a few core things that businesses need to know to effectively communicate with their global audience.

    1. Align email with other communication channels. Before starting your multilingual email journey, you should make sure your website/product is available in the necessary languages.

    If it’s not, and if you’re just planning on translating your website into these target languages, make sure all the necessary landing pages, like thank you and unsubscribe, are available in them.

    You might also want to run social media and Help Center in all necessary languages.

    2. Ensure accurate and consistent translations. Accurate, high-quality, consistent translations are crucial to avoid miscommunication and ensure the message is well-received. Provide professional translators with your glossary of terminology relevant to your niche and terms used across your website.

    3. Localize emails. You do not just translate emails. You need to localize them. Translation is the process of communicating the meaning of a source-language text by using an equivalent target-language text. Localization is a more in-depth approach that considers the cultural, visual and technological elements of the target audience. It goes beyond word choice and can affect how your email presents information and is designed (colors, pricing, images, etc.).

    Localization requires businesses to consider the following:

    • Cultural differences — as a result, you sometimes need to use different visuals for your emails, stick to different tones of voice for different countries, or even send emails on different dates. For example, most European countries celebrate New Year in December, while Israel celebrates it in September. Another example, Americans prefer an informal tone of voice in communication, whereas French, Germans and Japanese prefer it formal.
    • Units of measurement — in the US, they use ft and lbs, while in Europe, they use meters and kilograms.
    • Currency — converting the prices when reaching people worldwide will be best.
    • Dates — different regions use different time and date formats. Europe uses DD/MM/YYYY, while the US uses MM/DD/YYYY. Convert dates or specify months in letters. (Eg., Fri 5 May 2023.)
    • Time zones — this looks pretty obvious, yet worth mentioning. Consider the time zones of the recipients to ensure emails are delivered at the most appropriate time for the recipients.
    • Technical compatibility — ensure localized emails are compatible with different devices across various regions. This includes dealing with text directions right-to-left (RTL) and left-to-right (LTR) and character encoding.
    • Current situations in countries — adapt your email localization strategy to accommodate the rapidly changing global landscape, such as economic fluctuations, political events or public health crises. These situations may require adjusting your messaging, tone or approach to ensure that your emails remain relevant and sensitive to the needs and concerns of your target audience.
    • Legal regulations — familiarize yourselves with local laws and regulations, such as privacy policies, anti-spam laws and advertising regulations. It will be helpful also to create a glossary of words forbidden in some countries.

    With multilingual email marketing, you acknowledge and respect the diversity of customers, fostering strong connections, building trust and ultimately driving business success.

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    Dmitry Kudrenko

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  • Web3 Marketing Trends and Strategies to Know in 2023 | Entrepreneur

    Web3 Marketing Trends and Strategies to Know in 2023 | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    The world of marketing is undergoing a paradigm shift with the rise of Web3 technologies. This decentralized internet model, characterized by blockchain-based platforms, decentralized applications (dApps) and a strong focus on user privacy, has paved the way for innovative marketing strategies that cater to an increasingly savvy audience.

    As an entrepreneur, staying on top of these trends is vital to remain competitive in the ever-changing digital landscape. In this article, we explore the most significant Web3 marketing trends in 2023 and provide insights on how you can leverage them to enhance your business’s online presence.

    Related: How Web3 Will Change Marketing Landscape Forever

    I. Decentralization and the impact on marketing

    Web3’s decentralized nature challenges the conventional marketing approaches that rely on centralized platforms such as Google and Facebook. Marketers must now navigate decentralized platforms like Decentralized Autonomous Organizations (DAOs), decentralized finance (DeFi) platforms and decentralized marketplaces.

    To master the decentralized marketing landscape, consider the following tactics:

    1. Understand the ecosystem: Gain a deep understanding of the web3 ecosystem and the platforms’ unique attributes. Each platform has its own set of rules, governance structures and user behaviors that require tailored marketing approaches.

    2. Build relationships: Establish strong connections with platform developers and influential community members. These relationships will help you better understand the platform’s intricacies and provide valuable insights for your marketing strategies.

    3. Experiment with formats: Explore various content formats, such as articles, podcasts, videos and live events, to reach your target audience effectively. Adapt your messaging and delivery to the decentralized nature of Web3 platforms.

    II. The emergence of token economies

    Token economies, driven by cryptocurrencies and non-fungible tokens (NFTs), are revolutionizing the way marketers engage with their audiences. To capitalize on this shift, marketers must leverage token economies creatively:

    1. Tokenized marketing: Create and distribute branded tokens that can be redeemed for products, services or exclusive experiences. This strategy not only incentivizes user engagement but also enables real-time tracking of campaign effectiveness through blockchain technology.

    2. Reward and loyalty programs: Implement reward programs that leverage cryptocurrencies or platform-specific tokens. Offer exclusive perks, discounts and benefits to users who hold or use your branded tokens.

    3. Gamification: Develop gamified experiences that encourage users to explore and engage with your platform. Incorporate token economies into these experiences to incentivize participation and drive user retention.

    III. The rise of NFTs and their impact on marketing

    Non-fungible tokens (NFTs) have gained significant attention in recent years as they represent unique digital assets that can be bought, sold and traded on various platforms. For marketers, NFTs present both challenges and opportunities. Here are some strategies to harness the power of NFTs:

    1. Limited-edition campaigns: Create limited-edition NFT collections that users can purchase, trade and showcase, instilling a sense of exclusivity and driving demand. Consider collaborating with well-known artists, designers or influencers to increase the appeal of your NFTs.

    2. Utility-driven NFTs: Develop NFTs that offer utility beyond mere collectability, such as access to exclusive content, events or experiences. This approach will deepen user engagement and foster long-term loyalty.

    3. Cross-platform integration: Partner with other Web3 platforms and NFT marketplaces to expand your NFT’s reach and functionality. This tactic can increase your audience and create new opportunities for collaboration.

    Related: How to Realize Your Brand’s Digital Potential With NFT Marketing

    IV. Community-driven marketing in Web3

    Community-driven marketing is paramount in the Web3 world. Marketers must foster a sense of community by engaging with users on a personal level and creating content that resonates with their values and interests. Here are some tips for building vibrant Web3 communities:

    1. Active participation: Be an active participant in online forums, Discord channels and social media platforms related to your niche. Engage with users, answer questions, and share valuable insights to establish trust and credibility within the community.

    2. Collaborate with influencers: Partner with influencers within the Web3 ecosystem who share your brand’s values and can effectively communicate your message to their followers. This will amplify your reach and help you connect with a wider audience.

    3. Host virtual events: Organize virtual events, such as AMAs (Ask Me Anything), webinars or live-streamed presentations, to share valuable information and interact with your community in real-time.

    4. User-generated content: Encourage and reward users for creating content related to your brand or platform. User-generated content not only generates buzz but also helps foster a sense of belonging and ownership within the community.

    V. The importance of authenticity and transparency

    Web3 marketing demands a strong emphasis on authenticity and transparency, with users placing immense value on trust. Blockchain technology, the backbone of Web3, inherently offers transparency through its public, verifiable record of transactions and interactions. To build trust and authenticity in your marketing efforts, consider these approaches:

    1. Open governance: Showcase your platform’s governance structure and decision-making processes to demonstrate your commitment to openness and fairness. Engage your community in these processes to foster a sense of ownership and shared responsibility.

    2. Data privacy and security: Communicate your commitment to user data privacy and security through transparent policies and blockchain-based solutions. In an era of increasing data breaches and privacy concerns, a proactive approach to data protection will instill confidence in your users.

    Related: Why More and More Companies Are Embracing Web 3.0

    The Web3 marketing landscape presents a world of untapped opportunities for marketers who are willing to embrace its unique challenges. By understanding the nuances of decentralized platforms, token economies, NFTs, community-driven marketing and prioritizing authenticity and transparency, marketers can develop innovative strategies that captivate users and propel their brands into a decentralized future.

    As Web3 continues to evolve and redefine the internet, marketers who stay ahead of these emerging trends and adopt winning strategies will be best positioned for success in this brave new digital world.

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    Winfred K. Mandela

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  • How Data-Driven Marketing Strategies Help You Achieve Growth | Entrepreneur

    How Data-Driven Marketing Strategies Help You Achieve Growth | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In the midst of economic turmoil, CEOs and entrepreneurs are focusing on a bright future. Nearly 75% of leaders surveyed during a joint Hello Alice-Mastercard initiative said they planned to grow in 2023. This means business owners nationwide aren’t allowing the heat of inflation to squelch their optimism. However, they can only generate good results with equally good data-driven digital marketing strategies.

    Fortunately, this isn’t a revelation to most leaders. Everyone has heard about the importance of data. Yet, many companies spend less time mapping out a successful, data-backed, growth-centered plan than the average family does when preparing for a vacation. It’s just not enough to choose some data points to measure.

    To see growth — and scalability when your team is ready for it — your business needs to know where it wants to go. When you have a destination in mind, you can reverse-engineer your process to determine which data you need to make your growth dreams a reality. You’re bound to wander off course when you don’t have a destination set in stone. That’s costly but fortunately avoidable.

    To start, you need to do a deep dive to understand what “growth” looks like for your company. Instead of picking metrics based on what you think you should measure or setting up data reports, answer four questions. First, where do you want your business to go in the coming 12 months? Pinpoint specific goals. Second, do you have assets in place that are helping you reach those goals? These could be anything from audiences and offers to channels.

    With these questions answered, evaluate how your existing assets are working. In other words, where are the gaps? Be very honest with what you see, or else you won’t be able to respond to the last question: Is your current plan helping you reach those goals?

    Once you’ve taken this deep dive into your overall sales and marketing objectives and strategies, you can employ data-focused, successful digital marketing measures. Each of these measures will nudge you closer to the growth you want and protect you from preventable roadblocks.

    Related: 3 Steps to Assemble the Right Infrastructure Building Blocks to Successfully Scale Your Business

    1. Set up metrics that are personalized to your stated goals

    You’ll never be confident that you’re moving in the right direction unless you measure the right metrics. One of the biggest errors many leaders make is not testing their metrics or KPIs against their overall growth strategy objectives. Your metrics must have an impact and not just be chosen at random.

    A 2021 Adverity announcement indicated that around one-third of all CMOs don’t trust their marketing data. That is, they’re reluctant to believe the metrics their dashboards show. You can’t afford to be in this position because it hinders your ability to make informed decisions. This is why you need to be choosy and particular when it comes to metrics.

    Run each possible metric that you might measure through an assessment. How will you use the metric? Why will it show whether you’re on or off track? Are there other corresponding metrics that could shed light on the metric?

    Spending time on this kind of upfront evaluation will pay off later. Just be sure that you examine your metrics every few months. You may want to decrease or add data points as you move closer to your goals.

    2. Take a “big picture” approach to your data

    With your metrics in hand, you can start getting data insights. The insights may or may not be valuable, though. Plus, they might not say what you think they’re saying. Believe it or not, sometimes you have to interpret the numbers. This is where stepping back and being able to look at everything from a 35,000-foot view makes sense.

    Our company works with many leaders who, in their eagerness to examine the data, haven’t skimmed it beyond the surface. As a result, they’ve sometimes been surprised when they discover that their data is showing red flags — and that they’ve ignored those red flags.

    For instance, one of our clients was showing high-profit margins via the metrics and assumed the company was on a serious growth trajectory. Just in case, we poked around a few additional data points. What was really happening was that two or three of the client’s customers were very profitable, but about 10 other customers were dropping in profitability.

    The company realized that it had to get to the bottom of why such a high percentage of customers were unprofitable. If their leaders hadn’t been open to the big picture, they could have found themselves without the growth they sought.

    Related: How to Collect Digital Marketing Data in 5 Easy Steps

    3. Include catastrophe management in your data-driven digital marketing strategy

    Catastrophic things can happen to any company. Just ask the countless companies that reported a collective total of 1,802 data breaches or compromises in 2022 per Identity Theft Resource Center. Every time you add a new data entry or endpoint to your workflows, such as a cloud-based software tool, you’re opening the door to being hacked. Nevertheless, you shouldn’t allow fear to shut down your data-driven digital marketing campaigns. Instead, leverage the experience of vendors and partners who’ve seen it all and want to help you avoid being a worst-case scenario.

    You can use certain metrics to help you shed light on the unknown and be proactive. Being able to get real-time data on internal and external security protocols, subscription sign-ons and more can help you avoid heartache and headache. Remember, not all catastrophes come from nefarious places.

    Another client of ours said their product turnover was 90 days. They built a thriving, data-driven digital marketing strategy around that belief. Orders started coming in, and their metrics, including SEO-created online authority, looked amazing. All except one: fulfillment. They were wrong about the 90-day prediction and couldn’t fulfill orders. Their business tanked because they couldn’t support the growth they sought and we achieved.

    Essentially, your job is to unveil buried information so you can grow without faltering. Let others pay the “school of hard knocks” tuition. You have better places to spend your money, like consistently tweaking and honing your digital marketing plan throughout the year.

    Getting bigger and better requires that you identify your baseline objectives and then construct data-driven strategies around them. It’s the healthiest way to keep your business ticking and humming straight toward your goals.

    Related: A Practical Guide to Increasing Startup Success Through Data Analytics

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    Ross Denny

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  • Modern PR vs. Traditional PR — Here’s What You Need to Know | Entrepreneur

    Modern PR vs. Traditional PR — Here’s What You Need to Know | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In the past, public relations (PR) was all about managing a company’s reputation and controlling the narrative through traditional media channels like newspapers, TV and radio. But as the world has become more interconnected and digital, the role of PR has evolved into something much more complex and multifaceted.

    Today, modern public relations encompasses a wide range of strategies and tactics that go beyond traditional media relations, including social media management, content creation, influencer marketing and crisis management. In this article, we’ll take a closer look at what modern public relations means, how it differs from traditional PR and the role it plays in today’s world.

    Related: 5 Things CMOs Need To Know About Modern PR

    What is modern public relations?

    Modern public relations is a strategic communications approach that uses a variety of tools and tactics to build and maintain relationships between organizations and their audiences. At its core, modern PR is about creating and sharing stories that resonate with people and drive engagement and action.

    Unlike traditional PR, which focused primarily on media relations and earned media coverage, modern PR is much more holistic and multidisciplinary. It encompasses a wide range of tactics, including social media management, content creation, influencer marketing and community engagement, among others.

    How does modern public relations differ from traditional PR?

    Traditional PR focused on managing a company’s reputation and controlling the narrative through earned media coverage, while modern PR is more focused on creating and sharing stories across a wide range of channels and platforms.

    Here are some of the key differences between traditional PR and modern PR:

    • Emphasis on storytelling: Modern PR is all about creating and sharing stories that resonate with people and drive engagement and action. Traditional PR, on the other hand, was more focused on controlling the narrative through media relations.

    • Multichannel approach: Modern PR uses a wide range of channels and platforms to reach audiences, including social media, email marketing, influencer marketing and content marketing. Traditional PR, on the other hand, relied primarily on traditional media channels like TV, radio and newspapers.

    • Data-driven decision-making: Modern PR relies heavily on data and analytics to make strategic decisions and measure the effectiveness of campaigns. Traditional PR, on the other hand, was more focused on intuition and experience.

    • Collaboration and integration: Modern PR requires collaboration and integration across a wide range of disciplines, including marketing, social media, content creation and community engagement. Traditional PR was more siloed and focused on media relations.

    Related: 5 Ways To Tune Into The Modern PR Mindset

    The role of modern public relations in today’s world

    In today’s world, where consumers are more empowered and informed than ever before, the role of modern public relations has become even more critical. Here are some of the key ways modern PR is impacting businesses and organizations today:

    • Building brand awareness: Modern PR helps businesses build brand awareness by creating and sharing stories that resonate with people and drive engagement and action.

    • Influencing customer behavior: Modern PR can also influence customer behavior by shaping the way people think and feel about a particular brand or product.

    • Crisis management: With social media and digital channels, crises can escalate quickly. Modern PR is essential in managing these crises and protecting a company’s reputation.

    • Engaging with customers: Modern PR also plays a crucial role in engaging with customers across a wide range of channels and platforms, including social media, email and community events.

    • Measuring effectiveness: Finally, modern PR relies heavily on data and analytics to measure the effectiveness of campaigns and make data-driven decisions about measuring effectiveness.

    Key strategies in modern public relations

    To effectively implement modern PR strategies, it’s essential to understand the key components of the approach. Here are some of the most critical strategies in modern public relations:

    • Storytelling: At the heart of modern PR is storytelling. A compelling narrative can help businesses engage with customers, build brand loyalty and drive action. In today’s digital world, storytelling needs to be more creative, authentic and interactive than ever before.

    • Social media management: Social media has become a crucial component of modern PR. Social media platforms allow businesses to engage with customers, build brand awareness and shape public opinion. Effective social media management involves creating and sharing high-quality content, engaging with followers and monitoring conversations about your brand.

    • Content creation: Modern PR requires high-quality, engaging content that tells a story and connects with customers. This content can take many forms, including blog posts, videos, infographics and social media posts. Effective content creation involves understanding your audience, identifying their pain points and creating content that resonates with them.

    • Influencer marketing: Influencer marketing involves partnering with social media influencers to promote your brand, product or service. This strategy can help businesses reach new audiences, build brand awareness and drive engagement.

    • Crisis management: In today’s digital world, crises can escalate quickly and have a significant impact on a company’s reputation. Effective crisis management involves having a plan in place, monitoring social media channels for negative feedback and responding quickly and appropriately to mitigate the impact of a crisis.

    Related: The Changed Face of The Modern PR Industry

    In conclusion, modern public relations is a multifaceted approach to strategic communications that helps businesses build and maintain relationships with their audiences. Unlike traditional PR, modern PR is more holistic, data-driven and multidisciplinary. It encompasses a wide range of tactics, including social media management, content creation, influencer marketing and crisis management. In today’s rapidly evolving digital landscape, modern PR has become an essential component of any successful business strategy.

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    Omri Hurwitz

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