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  • Why Red Sea chaos is driving oil buyers ‘into the arms of U.S. shale producers’

    Why Red Sea chaos is driving oil buyers ‘into the arms of U.S. shale producers’

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    Attacks by Iran-backed Houthi rebels on vessels in the Red Sea have led to transport disruptions for oil and other goods, but international oil shippers may have found a way to deal with the chaos.

    The latest data from the Energy Information Administration offers a hint to that solution.

    The report from the government agency showed surprisingly large weekly increases in gasoline and distillate supplies, contributing to losses for energy futures on Thursday.

    But Robert Yawger, executive director for energy futures at Mizuho Securities USA, also highlighted another key figure in the data — a weekly jump in U.S. petroleum exports.

    Exports climbed by 1.377 million barrels a day to 5.292 million barrels a day for the week ended Dec. 29, according to the EIA.

    “For the first time since Houthi Yemeni rebels started to attack international shipping in the Red Sea, we are seeing a spike in U.S. exports,” said Yawger, in a Thursday afternoon note.

    The Red Sea chokepoints are critical for international oil and natural-gas flows, according to the EIA.


    U.S. Energy Information Administration

    “Apparently, international shippers are worried about being attacked on the open sea, and are getting beat” on the cost of sailing around the Cape of Good Hope in South Africa as an alternative to the passage through the Red Sea, he said. Instead, the “safer and cheaper way to procure supply, especially for EU customers, is to sail the boat to the U.S. Gulf Coast and load up on cheap U.S. [oil] barrels.”

    See: Houthis launch sea drone to attack ships in Red Sea, hours after U.S. issues ‘final warning’

    U.S. benchmark West Texas Intermediate crude
    CL.1,
    +0.66%

    CLG24,
    +0.66%
    trades at a discount to global benchmark Brent crude
    BRN00,
    +0.45%

    BRNH24,
    +0.45%    .
    On Thursday, the February WTI futures contract settled at $72.19 a barrel on the New York Mercantile Exchange, while March Brent settled at $77.59 on ICE Futures Europe — a difference of $5.40 a barrel.

    That compares with a “cost of carry” for an Amsterdam/Rotterdam/Antwerp refiner of around $4 a barrel, said Yawger. So “forget about the Houthis/Iranian menace in the Red Sea,” he said. “You don’t need a U.S. Navy escort from danger — just a nice, clean two- to- four-week round-trip journey to the U.S.”

    “‘Ironically, the chaos in the Middle East is driving international crude-oil customers into the arms of the U.S. shale producers.’”


    — Robert Yawger, Mizuho

    He expects U.S. petroleum exports to sustain the 5 million plus barrel-per-day level in the coming weeks, with the “geopolitical situation seemingly heating up every day.”

    “Ironically, the chaos in the Middle East is driving international crude-oil customers into the arms of the U.S. shale producers,” said Yawger. “There is a very good chance U.S. exports break the all-time record in coming weeks, just in time for refiners to pull back on the run rate.”

    Weekly U.S. crude-oil exports reached a record 5.629 million barrels a day in the week ended Feb. 24, 2023, based on EIA data going back to February 1991.

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  • 5 Tips for Creating SEO Content That Ranks | Entrepreneur

    5 Tips for Creating SEO Content That Ranks | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    If you want to rank well on Google and drive organic traffic, it’s essential to know how to create content that’s optimized for search engines (SEO content).

    SEO-friendly content is fundamentally different from conventional content, which means there are some caveats you need to consider if you want your blog posts to rank.

    In this article, I will give you five practical SEO tips for creating content that ranks.

    Why is SEO content important?

    Search Engine Optimization (SEO) is important because it can place you on the top of search engine result pages, improving your online visibility and driving more organic traffic to your website.

    To do that, you need to create content that’s engaging and valuable to humans and also optimized for search engines. It’s the only way to land on the first page of Google and attract the right audience you can later convert to customers.

    Here’s how you can create quality SEO content:

    Related: 5 Simple SEO Strategies to Improve Your Rankings

    1. Write with a keyword in mind

    Before you start writing, you need to pick a keyword your audience looks up on search engines. You can use a keyword research tool to find relevant keywords with a good balance of search volume, relevance and competition.

    After you select a keyword, type it into Google and read content that ranks for it. Analyze these top-ranking articles, reverse engineer their structure, identify common themes, and learn why Google views them as valuable.

    Then, use these insights to craft your article around the target keyword. This method ensures your content aligns with search intent and has a better chance of ranking high on search engines.

    Writing an article first and attempting to fit a keyword afterward is a common SEO mistake. But it’s like fitting a square peg into a round hole — it just won’t work.

    2. Write for robots and humans

    Creating SEO content is all about striking a delicate balance between writing for search engines and your target audience.

    Writing for robots means strategically incorporating relevant keywords throughout the text, optimizing meta titles and descriptions, and using header tags. These and other SEO strategies help search engines understand the context of your content, improving its chances of ranking.

    While writing for robots is crucial, Google’s primary goal is to deliver valuable content to human readers. That’s why you also need to craft engaging and helpful content that matches the search intent of your audience.

    One important tip is to structure your SEO content to improve readability. That’s because users mostly scan articles instead of reading every word. You need to write engaging subheadings, bullet points and short paragraphs to help the readers quickly find the information they’re looking for.

    3. Start with a content outline

    Creating a coherent article without a proper outline can be challenging, even if you’re an expert. That’s why having a content outline to guide you can help with the article’s flow and prevent content overlap or repetition between different sections, improving the quality of your content.

    An outline helps the writer know exactly what information they need to provide to meet the search intent, creating a more straightforward writing process. This ensures a well-organized article that conveys all the necessary information.

    Creating an outline doesn’t need to be complicated. You can just Google your main keyword and analyze the structure of top-ranking articles of your competitors. Use this information to create a winning outline, covering the most important points and your unique insights.

    Related: 3 Ways to Build Content Pillars That Will Boost Your Google Ranking

    4. Create high-quality content

    Today, Google is a lot smarter than it was in the early 2000s.

    Back then, you could get away with writing short-form, mediocre blog posts and still manage to rank and drive organic traffic.

    Today, however, unless your content is as high quality as possible, your chances of ranking are very slim.

    Here are some simple SEO techniques that can help you create better-quality content and improve your online visibility:

    • Focus on long-form content: Although Google has mentioned that word count isn’t a ranking factor, long-form articles tend to rank better. That’s because this type of content is more likely to satisfy search intent and tick all the right boxes with search engines and readers alike.

    • Outshine your competitors: Identify gaps in the existing content of your competitors and include additional explanations to provide more value to the readers.

    • Use simple language: Write in clear and simple language, avoiding jargon that may alienate readers. Make your content universally understandable to cater to a broader audience.

    • Include visual elements: Create a better user experience by including images or videos to improve engagement and understanding of your content.

    • Leverage compelling data: Use data, statistics and expert quotes to enhance the credibility of your article and position yourself as an authority.

    • Cite high-quality sources: Referencing reputable sources to back up your claims makes your content more trustworthy and provides additional resources for your readers.

    5. Focus on content velocity

    Content velocity refers to the frequency with which you publish new content. You want to increase your content velocity as much as possible to improve your authority and your chances of ranking high.

    Your content can’t rank if it isn’t published, so you need to establish a regular publishing schedule with as many articles as possible. If you don’t have the time to focus on this strategy, working with an SEO agency can help you increase content velocity.

    Publishing content regularly signals search engines that your website is active and authoritative. However, it’s essential to find the right balance — while quantity is important, you should never sacrifice quality for quantity, because your content simply won’t rank if it’s bad.

    Related: The Best Way to Get More Results From Your Content

    SEO content is important because it helps search engines understand what your website is about. By optimizing your content for search engines, you increase the chances of ranking high.

    You can create better SEO content by starting with a content outline, writing with a keyword in mind, writing for robots and humans, focusing on quality, and increasing content velocity.

    Use these five tips to take your SEO content to the next level and start ranking high on Google.

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    Nick Zviadadze

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  • Mark Zuckerberg sold $428 million of Meta stock in the last two months of 2023

    Mark Zuckerberg sold $428 million of Meta stock in the last two months of 2023

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    Mark Zuckerberg cashed in on his company’s 2023 stock rally in a big way — selling nearly $428 million worth of shares in Meta Platforms Inc. over the final two months of the year.

    The Meta
    META,
    -0.53%
    co-founder and chief executive offloaded just under 1.8 million shares over the course of every trading day between Nov. 1 and the end of last year, according to a regulatory filing with the U.S. Securities and Exchange Commission on Tuesday. 

    The sales were in accordance with a Rule 10b5-1 trading plan adopted by Zuckerberg in July and saw him capitalize on Meta’s rebounding stock price, which soared 194.1% in 2023 — and nearly threefold since it hit a seven-year low in November 2022. By comparison, the S&P 500
    SPX
    and the Nasdaq Composite
    COMP
    indexes gained 24.2% and 43.4%, respectively, in 2023.

    The moves also broke a two-year hiatus, dating back to November 2021, during which Zuckerberg did not sell any of his stock in the Facebook parent company, according to Bloomberg, which first reported the news. Zuckerberg, who owns roughly 13% of Meta, is ranked the seventh-richest person in the world with a net worth of $125 billion, according to the Bloomberg Billionaires Index.

    Nasdaq-listed Meta shares, which fell 0.5% on Wednesday to $344.47, are now roughly 11% off their all-time closing high of $382.18 from September 2021.

    Representatives for Meta could not immediately be reached for comment.

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  • Verizon Mobile Customers Could Split $100 Million Settlement. Here’s How.

    Verizon Mobile Customers Could Split $100 Million Settlement. Here’s How.

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    Verizon mobile phone customers could share a proposed $100 million class action settlement over monthly fees that people suing the communications company claim were unfairly charged and improperly disclosed. But those who want to claim their share of that money need to act by April 15.

    Continue reading this article with a Barron’s subscription.

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  • How Technology Has Made Franchising Easier for Everyone | Entrepreneur

    How Technology Has Made Franchising Easier for Everyone | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As a business model, franchising has always benefitted from contemporary technological advances. In recent years, franchise ownership has skyrocketed in correlation with the explosion of tech improvements across a wide spectrum of industries and business functions.

    The largest change over the last few years? Technology has leveraged time efficiency, which in turn, allows for scalability of the business and time flexibility for the franchise owner, allowing more business models to be semi-absentee, meaning the franchise owner can be part-time.

    Historically, franchising has been a very owner-operator-centric business, meaning a full-time commitment from the owner. Depending on the business model, this can still be the case, but technology has allowed for a variety of improvements to time-consuming but necessary tasks for most service-based franchises. Now, the franchise owner doesn’t necessarily have to be an expert in every facet of the business because technology has streamlined certain processes that used to be very labor-intensive. Most importantly, a franchise owner is only paying for their small proportionate share of a large, nationally scaled tech stack with which local competitors could not possibly compete.

    Let’s consider several key areas where technology has transformed franchise ownership.

    Related: Why Franchisors Must Embrace Technology to See Growth

    1. Employee management

    Retaining valuable employees is key to ensuring your business is being properly run and represented. In terms of employee management, consider some of the more mundane tasks that historically had to be done by hand: payroll, scheduling, onboarding paperwork, etc. Now, by using software designed for these very processes, the time commitment for each has fallen dramatically as well as the need to learn how to do these tasks manually. This eliminates hiring hourly employees for mundane tasks and frees up the owner’s time while reducing costs. In my franchise, our scheduling software was so good it eliminated dozens of hours of time and empowered employees at a cost of only $30 per month.

    2. Optimizing profitability through efficiencies in routine repeatable services

    As your customer base changes, how do you stay efficient? Let’s look at a tool we all use frequently: the GPS on our phone. Imagine you’re following a route on your GPS when an accident happens 15 miles up the road. What happens? Are you forced to maintain your course and wait it out? No, if a new route becomes more optimal, your phone updates. Technology like this optimizes your time and efficiency with hardly any decision-making on your end. There are many examples of similar technologies helping franchise owners become more efficient. For example, a home cleaning brand has AI for generating the optimal route for their cleaning crews, reducing drive times and increasing profitability for every hour worked.

    Related: This Game-Changing Marketing Solution Will Give Your Franchise a Competitive Edge

    3. Customer acquisition strategies: revenue

    When considering revenue streams, business owners are confronted with how to develop effective marketing. For franchises, marketing is extremely targeted because the franchisor has invested in market research on a national scale. Dollars spent are more efficient because there is less mystery in what will work for your specific franchise customer base.

    Once you’ve captured the customer with effective marketing, automation and optimized CRM software create a positive customer journey. As an example, think about the last time you scheduled a hair appointment. Upon making the appointment, you may have received a confirmation text. A few days before the appointment, you may have gotten a text reminding you of the appointment and asking you to send back “Y” or a simple character to confirm you will be there. Upon your response, you receive an immediate message welcoming you to the studio. Even after the appointment occurs you receive a text thanking you, you are provided a digital receipt, and asked about scheduling a future appointment. Think about how much heavy lifting this automated communication has taken off of the hair salon.

    4. Sales

    In addition to the marketing and customer journey tools mentioned above, additional technology can now be leveraged to meet very specific customer needs. For example, let’s consider “visualizers.” Interested in buying a couch? Getting a new pair of glasses? Possibly renovating a space in your home? Now, there are visualizers that can use a picture or video to produce a rendering of a product in your space.

    Another common example lies in at-home service visits from a professional team (think plumbing, roofing, painting, etc). When a representative comes to your home to provide an estimate, everything from the appointment scheduling to the quote you receive is documented. Consider receiving a sales presentation during this visit from the representative. During the presentation, the software can track how long the salesperson stays on each slide, the speed of progression through the presentation, whether they got the sale or didn’t get the sale and more. This is all reported to the franchisor, which can in turn track this data and make the process more effective for your sales team.

    Related: How You Can Leverage the Power of a Franchise Network

    5. Strategic decision-making

    When you think about making large-scale business decisions, it’s vital to have financial data and historical reporting. In a franchise, dashboards, analytics and general ledgers are standardized. Due to these standardized reports, there are benchmarks and for any given line item that can be compared against other franchisees so you can manage every part of your business.

    Suppose you need to make site selection real estate choices for your storefront, maybe you need to understand customer habits and use psychographic reporting, or maybe you’re expanding and need to understand the detailed logistics of what an expansion process looks like. The level of transparency across multiple franchises allows for real-time data to be collected and used by the franchisees giving them advantages when making business-altering decisions as well as small-scale optimization decisions.

    Ultimately, there’s no question that franchising has been drastically improved due to technological advances. Considering vital business functions like employee management, profitability optimization, customer acquisition strategies, sales processes, strategic decision-making and more, technology has paved the way for individuals to become business owners with fewer and fewer roadblocks in a way that could never be accomplished as a stand-alone business.

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    David Busker

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  • The Russell 2000 Index has soared, but you might be better off looking elsewhere for quality small-cap stocks

    The Russell 2000 Index has soared, but you might be better off looking elsewhere for quality small-cap stocks

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    The Russell 2000 Index soared 12% in December, which might reflect investors’ exuberance about the state of the U.S. economy — it appears the Federal Reserve has won its battle against inflation.

    But if you are looking to broaden your exposure to the stock market beyond the large-cap S&P 500
    SPX,
    buying shares of a fund that tracks the Russell 2000 Index
    RUT
    might not be the best way to do it. This is because the Russell 2000 isn’t selective — it is made up of the smallest 2,000 companies by market capitalization in the Russell 3000 Index
    RUA,
    which itself is designed to capture about 98% of the U.S. public equity market.

    A better choice might be the S&P Small Cap 600 Index
    SML
    because S&P Global requires companies to show four consecutive quarters of profitability to be initially included in the index, among other criteria.

    Below is a screen of analysts’ favorite stocks among the S&P Small Cap 600, along with another for the Russell 2000.

    Watch for a “head fake”

    Much of the small-cap buying in December might have resulted from covering of short positions by hedge-fund managers. This idea is backed by the timing of trading activity immediately following the Federal Open Market Committee’s announcement on Dec. 13 that it wouldn’t change its interest-rate policy, according to MacroTourist blogger Kevin Muir. The Fed’s economic projections released the same day also indicate three cuts to the federal-funds rate in 2024.

    Heading into the end of the year, a fund manager who had shorted small-caps, and then was surprised by the Fed’s interest-rate projections, might have scrambled to buy stocks it had shorted to close-out the positions and hopefully lock in gains, or limit losses.

    That buying activity and resulting pop in small-cap prices could set up a typical “head fake” for investors as the new year begins, according to Muir.

    The long-term case for quality

    Looking at data for companies’ most recently reported fiscal quarters, 58% of the Russell 2000 reported positive earnings per share, according to data provided by FactSet. In other words, hundreds of these companies were losing money. These might include promising companies facing “binary events,” such as make-or-break drug trials in the biotechnology industry.

    In comparison, 78% of companies among the S&P Small Cap 600 were profitable, and 93% of the S&P 500 were in the black.

    Here are long-term performance figures for exchange-traded funds that track all three indexes:

    ETF

    		 Ticker

    		 2023

    		 3 years

    		 5 years

    		 10 years

    		 15 years

    		 20 years
    iShares Russell 2000 ETF

    		 IWM 17%

    		 7%

    		 61%

    		 99%

    		 428%

    		 365%
    iShares Core S&P Small Cap ETF

    		 IJR 16%

    		 25%

    		 69%

    		 129%

    		 540%

    		 515%
    SPDR S&P 500 ETF Trust

    		 SPY 26%

    		 34%

    		 108%

    		 210%

    		 629%

    		 527%
    Source: FactSet

    An approach tracking the S&P Small Cap 600 has outperformed the Russell 2000 for all periods, with margins widening as you go further back.

    Brett Arends: You own the wrong small-cap fund. How to get into a better one.

    Looking ahead for quality… or not

    For the first screen, we began with the S&P Small Cap 600 and narrowed the list to 385 companies covered by at least five analysts polled by FactSet. Then we cut the list to 92 companies with “buy” or equivalent ratings among at least 75% of the covering analysts.

    Here are the 20 remaining stocks among the S&P Small Cap 600 with the highest 12-month upside potential indicated by analysts’ consensus price targets:

    Company

    		 Ticker

    		 Share “buy” ratings

    		 Dec. 29 price

    		 Consensus price target

    		 Implied 12-month upside potential
    Vir Biotechnology Inc.

    		 VIR,
    +4.47%         		88%

    		 $10.06

    		 $32.00

    		 218%
    Arcus Biosciences Inc.

    		 RCUS,
    +3.04%         		82%

    		 $19.10

    		 $41.00

    		 115%
    Xencor Inc.

    		 XNCR,
    +6.03%         		92%

    		 $21.23

    		 $39.83

    		 88%
    Dynavax Technologies Corp.

    		 DVAX,
    +2.86%         		100%

    		 $13.98

    		 $24.80

    		 77%
    ModivCare Inc.

    		 MODV,
    +0.95%         		100%

    		 $43.99

    		 $75.50

    		 72%
    Xperi Inc

    		 XPER,
    +1.81%         		80%

    		 $11.02

    		 $18.20

    		 65%
    Thryv Holdings Inc.

    		 THRY,
         		100%

    		 $20.35

    		 $32.75

    		 61%
    Ligand Pharmaceuticals Inc.

    		 LGND,
    +1.25%         		100%

    		 $71.42

    		 $114.80

    		 61%
    Green Plains Inc.

    		 GPRE,
    -1.67%         		80%

    		 $25.22

    		 $40.30

    		 60%
    Patterson-UTI Energy Inc.

    		 PTEN,
    +0.28%         		75%

    		 $10.80

    		 $17.00

    		 57%
    Ironwood Pharmaceuticals Inc. Class A

    		 IRWD,
    +8.48%         		83%

    		 $11.44

    		 $17.83

    		 56%
    Catalyst Pharmaceuticals Inc.

    		 CPRX,
    +1.78%         		100%

    		 $16.81

    		 $26.20

    		 56%
    Payoneer Global Inc.

    		 PAYO,
    -3.45%         		100%

    		 $5.21

    		 $8.00

    		 54%
    Helix Energy Solutions Group Inc.

    		 HLX,
    -2.63%         		83%

    		 $10.28

    		 $15.00

    		 46%
    Arlo Technologies Inc.

    		 ARLO,
    -3.05%         		100%

    		 $9.52

    		 $13.80

    		 45%
    Pacira Biosciences Inc.

    		 PCRX,
    -5.16%         		100%

    		 $33.74

    		 $48.40

    		 43%
    Privia Health Group Inc.

    		 PRVA,
    +2.95%         		100%

    		 $23.03

    		 $32.53

    		 41%
    Semtech Corp.

    		 SMTC,
    -1.23%         		92%

    		 $21.91

    		 $30.90

    		 41%
    Talos Energy Inc.

    		 TALO,
    +1.19%         		78%

    		 $14.23

    		 $20.00

    		 41%
    Digi International Inc.

    		 DGII,
    -1.21%         		100%

    		 $26.00

    		 $36.14

    		 39%
    Source: FactSet

    Any stock screen should only be considered a starting point. You should do your own research to form your own opinion before making any investment. one way to begin is by clicking on the tickers for more about each company.

    Click here for Tomi Kilgore’s detailed guide to the wealth of information available for free on the MarketWatch quote page.

    Moving on to the Russell 2000, when we narrowed this group to stocks covered by at least five analysts polled by FactSet, we were left with 936 companies. Among these, 355 have “buy” or equivalent ratings among at least 75% of the covering analysts.

    Among those 355 stocks in the Russell 2000, these 20 have the highest implied upside over the next year, based on consensus price targets:

    Company

    		 Ticker

    		 Share “buy” ratings

    		 Dec. 29 price

    		 Consensus price target

    		 Implied 12-month upside potential
    Karyopharm Therapeutics Inc.

    		 KPTI,
    +4.18%         		75%

    		 $0.87

    		 $6.00

    		 594%
    Rallybio Corp.

    		 RLYB,
    +0.42%         		100%

    		 $2.39

    		 $16.50

    		 590%
    Vor Biopharma Inc.

    		 VOR,
    -0.89%         		100%

    		 $2.25

    		 $15.44

    		 586%
    Tenaya Therapeutics Inc.

    		 TNYA,
    -0.62%         		100%

    		 $3.24

    		 $19.14

    		 491%
    Compass Therapeutics Inc.

    		 CMPX,
    -5.13%         		86%

    		 $1.56

    		 $9.17

    		 488%
    Vigil Neuroscience Inc.

    		 VIGL,
    +2.66%         		88%

    		 $3.38

    		 $18.75

    		 455%
    Trevi Therapeutics Inc.

    		 TRVI,
    -2.99%         		100%

    		 $1.34

    		 $7.33

    		 447%
    Inozyme Pharma Inc.

    		 INZY,
    +1.64%         		100%

    		 $4.26

    		 $21.00

    		 393%
    Gritstone bio Inc.

    		 GRTS,
    +6.86%         		100%

    		 $2.04

    		 $10.00

    		 390%
    Actinium Pharmaceuticals Inc.

    		 ATNM,
    +4.72%         		83%

    		 $5.08

    		 $23.36

    		 360%
    Lineage Cell Therapeutics Inc.

    		 LCTX,
         		86%

    		 $1.09

    		 $4.83

    		 343%
    Century Therapeutics Inc.

    		 IPSC,
    +9.64%         		86%

    		 $3.32

    		 $14.67

    		 342%
    Acrivon Therapeutics Inc.

    		 ACRV,
    +1.83%         		100%

    		 $4.92

    		 $21.13

    		 329%
    Avidity Biosciences Inc.

    		 RNA,
    +1.22%         		100%

    		 $9.05

    		 $37.50

    		 314%
    Longboard Pharmaceuticals Inc.

    		 LBPH,
    +316.25%         		100%

    		 $6.03

    		 $24.17

    		 301%
    Omega Therapeutics Inc.

    		 OMGA,
    -1.33%         		100%

    		 $3.01

    		 $12.00

    		 299%
    Allogene Therapeutics Inc.

    		 ALLO,
    +12.77%         		82%

    		 $3.21

    		 $12.79

    		 298%
    X4 Pharmaceuticals Inc.

    		 XFOR,
    +5.21%         		86%

    		 $0.84

    		 $3.26

    		 289%
    Caribou Biosciences Inc.

    		 CRBU,
    -2.79%         		89%

    		 $5.73

    		 $22.25

    		 288%
    Stoke Therapeutics Inc.

    		 STOK,
    +11.41%         		78%

    		 $5.26

    		 $19.33

    		 268%
    Source: FactSet

    That’s right — this Russell 2000 list is all biotech. And in case you are wondering if any companies are on both lists, the answer is no.

    Don’t miss: 11 dividend stocks with high yields expected to be well supported in 2024 per strict criteria

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  • 2024 SMS Marketing: Updated Rules Cannabis Brands Should Know – Cannabis Business Executive – Cannabis and Marijuana industry news

    2024 SMS Marketing: Updated Rules Cannabis Brands Should Know – Cannabis Business Executive – Cannabis and Marijuana industry news

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    2024 SMS Marketing: Updated Rules Cannabis Brands Should Know – Cannabis Business Executive – Cannabis and Marijuana industry news
































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    Susan Gunelius

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  • How to Plan Your Q1 Marketing Strategy | Entrepreneur

    How to Plan Your Q1 Marketing Strategy | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Whew! Another (hopefully) successful year is in the bag. But don’t rest too easy because the best time to set yourself up for success in 2024 is right now. The beginning of the year is a perfect opportunity to reflect on last year’s wins and losses and use them to refresh your strategy heading into Q1.

    Read on as I reveal how you can develop a cohesive plan that focuses on your audience, goals and budget.

    1. Nail your quarter-one marketing plan

    Every new year brings new opportunities for brands to grow their profits and keep those customers smiling. Now is the perfect time to conduct an annual reflection on your marketing and deeply dive into how your strategy performed.

    The year’s busiest season is over; now it’s time to plan for an even better coming year. That said, here’s how to develop a cohesive plan focusing on your audience, goals and budget.

    Related: How to Create a Successful Marketing Plan: 5 Steps

    2. Reflect on the previous year

    Now isn’t the time for business as usual. The goals you set for this quarter will set the pace for the entire year, so it’s the perfect time to reevaluate what you think you know about your brand and audience. If you want to see success this year, it’s time to question everything.

    That means taking stock of your past achievements and mistakes (key word there). Analyze your previous years’ KPIs and metrics. How did last year compare to the years before it? The answers to these questions hold the secrets of success and should be the light that guides you throughout the new year.

    Start by gathering these key things: your annual website traffic, engagement rates, conversion rates and customer acquisition costs. Identify the patterns of your consumers’ behavior by studying the social media engagement flow, website behavior and sales data to use for your next batch of creative ideas.

    3. Audit and optimize your online presence

    Every business strives for a strong online presence, and while some of you may have seen that come to life, others may not. Regardless of your performance last year, it’s time for a full online brand audit. Pull together all the metrics from every community you are a part of and determine whether critical elements such as brand message, social content, ad campaigns and website visits are working or need adjusting.

    Remember, you should always go into your audit with a plan in mind, so here’s how you can work your magic:

    Firstly, take a look at your website design and content. Is it making you want to explore what’s on the page or click away immediately? Is it user-friendly and easy to navigate where the customer needs to be? Can your website be easily viewed on mobile? If not, it needs a refresh.

    Additionally, take a quick look through your social media profiles. Update your bio, banner and profile picture to reflect your current brand and target audience. Keep your profiles consistent with one visual aesthetic, and optimize using keywords in every content posted.

    These small steps make the most significant difference in the world when it comes to attracting a new audience and keeping your current one.

    Related: How to Grow Your Brand’s Digital Presence from 0 to 100,000 Followers in Just 6 Months

    4. Clean up your communities

    If you want to stay in your audience’s good graces, you need a solid plan to tell them about your products and provide something valuable that keeps them coming back. This includes everything you post online, including blogs, social media, emails, networking groups, etc.

    The answer to this? It’s simple: every quarter, you should be going through and cleaning up all of the communities your brand has been involved in within the last year. Identify your messaging, content types and aesthetics across all platforms to be sure your brand is represented consistently and cleanly.

    Online communities are vital for any brand, but too many communities can often lead to slip-ups.

    Most importantly, remember your email community. Take a look at your subscriber lists, as they’ve likely changed a lot in the last year. Reevaluate your content, and make sure it’s written to speak to your audience as it is today, and not the audience you had a year ago. Remember, it’s not about you.

    5. Adjust your paid advertising plan

    Advertising is truly an art form and with each campaign comes new insights into how you can continue to improve. The beginning of the year is the perfect opportunity to look at the annual overview of how your ads performed over each month or quarter. So, to refine your ads, here are the top things you should be looking for when analyzing the previous year’s results:

    First, take a close look at how your ad campaigns over the full year performed individually. Look at each campaign’s numbers and analyze the specifics. Looking at details such as ad spend, engagement, and ROI, you can figure out which campaigns did well and which ones didn’t, determine why, and going forward you won’t waste time and resources on things that don’t work.

    Next, make some changes to how you fund your ads. This could mean moving money around to the campaigns that did the best or making small adjustments to how much you’re willing to pay for certain demographics or geographic areas.

    Finally, something we marketers know all too well: adjust your campaigns based on changing trends. There are always new places to show ads and new ways to make them. So, be on the lookout for new opportunities, like trying out video ads instead of carousels.

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    Christopher Tompkins

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  • Boost Your Revenue by 50% With These Conversion Strategies | Entrepreneur

    Boost Your Revenue by 50% With These Conversion Strategies | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    It’s common to close approximately 20% of leads and lose 80%. What’s frequently overlooked in the search for growth, however, is that increasing that conversion rate by just 10% can be the equivalent of increasing revenues by no less than 50%. That’s why, in my experience, a rigorous analysis of lost opportunities is among the most pivotal steps to consider when a change in strategy is needed.

    Typical reasons for lost revenue

    Some missed sales are directly related to the selling company, including the product and its pricing and marketing. Some are related to buyers’ companies, including having management approval and budgets in place. Some are related to individuals involved in a transaction, including salespeople, the buyer at a customer’s company or some other middlemen. Finally, some are related to entirely external factors, including competition and economic conditions. The key is figuring out which of these is/are the reason you lost each opportunity, and then putting detailed actions into place to address each.

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    George Deeb

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  • Shale Is Keeping the World Awash With Oil as Conflicts Abound

    Shale Is Keeping the World Awash With Oil as Conflicts Abound

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    Updated Jan. 1, 2024 12:05 am ET

    A surprise surge in American oil and gas production and exports is helping to keep the world stocked, blunting the impact of widening conflict in the Middle East that has crimped key shipping lanes. 

    When Iranian-backed Houthi militants began launching missiles and drones at ships crossing the Red Sea near Yemen in October, many feared disruption to the vital shipping lane would drive up energy prices. But oil and gas prices this past month have sunk about 5% and 23%, respectively. 

    Copyright ©2024 Dow Jones & Company, Inc. All Rights Reserved. 87990cbe856818d5eddac44c7b1cdeb8

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  • These 20 stocks soared the most in 2023

    These 20 stocks soared the most in 2023

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    (Updated with Friday’s closing prices.)

    The 2023 rally for stocks in the U.S. accelerated as more investors bought the idea that the Federal Reserve succeeded in its effort to bring inflation to heel.

    The S&P 500
    SPX
    ended Friday with a 24.2% gain for 2023, following a 19.4% decline in 2022. (All price changes in this article exclude dividends). Among the 500 stocks, 65% were up for 2023. Below is a list of the year’s 20 best performers in the benchmark index.

    This article focuses on large-cap stocks. MarketWatch Editor in Chief Mark DeCambre took a broader look at all U.S. stocks of companies with market capitalizations of at least $1 billion, to list 10 with gains ranging from 412% to 1,924%.

    The Fed began raising short-term interest rates and pushing long-term rates higher in March 2022 by allowing its bond portfolio to run off. That explains the poor performance for stocks in 2022, as bonds and even bank accounts because more attractive to investors.

    The central bank hasn’t raised the federal-funds rate since moving it to the current target range of 5.25% to 5.50% in July, and its economic projections point to three rate cuts in 2024.

    Investors are anticipating the return to a low-rate environment by scooping up 10-year U.S. Treasury notes
    BX:TMUBMUSD10Y,
    whose yield ended the year at 3.88%, down from 4.84% on Oct. 27 — the day of the S&P 500’s low for the second half of 2023.

    Read: Treasury yields end mostly higher but little changed on year after wild 2023

    Before looking at the list of best-performing stocks of 2023, here’s a summary of how the 11 sectors of the S&P 500 performed, with the full index and three more broad indexes at the bottom:

    Sector or index

    		 2023 price change

    		 2022 price change

    		 Price change since end of 2021

    		 Forward P/E

    		 Forward P/E at end of 2022

    		 Forward P/E at end of 2023
    Information Technology

    		 56.4%

    		 -28.9%

    		 11.5%

    		 26.7

    		 20.0

    		 28.2
    Communication Services

    		 54.4%

    		 -40.4%

    		 -7.6%

    		 17.4

    		 14.3

    		 21.0
    Consumer Discretionary

    		 41.0%

    		 -37.6%

    		 -11.4%

    		 26.2

    		 21.7

    		 34.7
    Industrials

    		 16.0%

    		 -7.1%

    		 8.0%

    		 20.0

    		 18.7

    		 22.0
    Materials

    		 10.2%

    		 -14.1%

    		 -4.9%

    		 19.5

    		 15.8

    		 16.6
    Financials

    		 9.9%

    		 -12.4%

    		 -3.4%

    		 14.6

    		 13.0

    		 16.3
    Real Estate

    		 8.3%

    		 -28.4%

    		 -21.6%

    		 18.3

    		 16.9

    		 24.7
    Healthcare

    		 0.3%

    		 -3.6%

    		 -3.3%

    		 18.2

    		 17.7

    		 17.3
    Consumer Staples

    		 -2.2%

    		 -3.2%

    		 -5.4%

    		 19.3

    		 20.6

    		 21.4
    Energy

    		 -4.8%

    		 59.0%

    		 51.8%

    		 10.9

    		 9.8

    		 11.1
    Utilities

    		 -10.2%

    		 -1.4%

    		 -11.4%

    		 15.9

    		 18.7

    		 20.4
    S&P 500
    SPX     		24.2%

    		 -19.4%

    		 0.4%

    		 19.7

    		 16.8

    		 21.6
    Dow Jones Industrial Average
    DJIA     		13.7%

    		 -8.8%

    		 3.8%

    		 17.6

    		 16.6

    		 18.9
    Nasdaq Composite
    COMP     		43.4%

    		 -33.1%

    		 -3.5%

    		 26.9

    		 22.6

    		 32.0
    Nasdaq-100
    NDX     		53.8%

    		 -33.0%

    		 3.5%

    		 26.3

    		 20.9

    		 30.3
    Source: FactSet

    A look at 2023 price action really needs to encompass what took place in 2022 for context. The broad indexes haven’t moved much from their levels at the end of 2022 (again, excluding dividends). We have included current forward price-to-earnings ratios along with those at the end of 2021 and 2022. These valuations have declined a bit, which may provide some comfort for investors wondering how likely it is for stocks to continue to rally in 2024.

    Biggest price increases among the S&P 500

    Here are the 20 stocks in the S&P 500 whose prices rose the most in 2023:

    Company

    		 Ticker

    		 2023 price change

    		 2022 price change

    		 Price change since end of 2021

    		 Forward P/E

    		 Forward P/E at end of 2022

    		 Forward P/E at end of 2021
    Nvidia Corp.

    		 NVDA,
         		239%

    		 -50%

    		 68%

    		 24.9

    		 34.4

    		 58.0
    Meta Platforms Inc. Class A

    		 META,
    -1.22%         		194%

    		 -64%

    		 5%

    		 20.2

    		 14.7

    		 23.5
    Royal Caribbean Group

    		 RCL,
    -0.37%         		162%

    		 -36%

    		 68%

    		 14.3

    		 14.9

    		 232.4
    Builders FirstSource Inc.

    		 BLDR,
    -1.02%         		157%

    		 -24%

    		 95%

    		 14.2

    		 10.7

    		 13.3
    Uber Technologies Inc.

    		 UBER,
    -2.49%         		149%

    		 -41%

    		 47%

    		 56.9

    		 N/A

    		 N/A
    Carnival Corp.

    		 CCL,
    -0.70%         		130%

    		 -60%

    		 -8%

    		 18.7

    		 41.3

    		 N/A
    Advanced Micro Devices Inc.

    		 AMD,
    -0.91%         		128%

    		 -55%

    		 2%

    		 39.7

    		 17.7

    		 43.1
    PulteGroup Inc.

    		 PHM,
    -0.26%         		127%

    		 -20%

    		 81%

    		 9.1

    		 6.3

    		 6.2
    Palo Alto Networks Inc.

    		 PANW,
    -0.24%         		111%

    		 -25%

    		 59%

    		 50.2

    		 38.0

    		 70.1
    Tesla Inc.

    		 TSLA,
    -1.86%         		102%

    		 -65%

    		 -29%

    		 66.2

    		 22.3

    		 120.3
    Broadcom Inc.

    		 AVGO,
    -0.55%         		100%

    		 -16%

    		 68%

    		 23.2

    		 13.6

    		 19.8
    Salesforce Inc.

    		 CRM,
    -0.92%         		98%

    		 -48%

    		 4%

    		 28.0

    		 23.8

    		 53.5
    Fair Isaac Corp.

    		 FICO,
    -0.46%         		94%

    		 38%

    		 168%

    		 47.1

    		 29.3

    		 28.7
    Arista Networks Inc.

    		 ANET,
    -0.62%         		94%

    		 -16%

    		 64%

    		 32.7

    		 22.3

    		 41.4
    Intel Corp.

    		 INTC,
    -0.28%         		90%

    		 -49%

    		 -2%

    		 26.6

    		 14.6

    		 13.9
    Jabil Inc.

    		 JBL,
    -0.45%         		87%

    		 -3%

    		 81%

    		 13.5

    		 7.9

    		 10.3
    Lam Research Corp.

    		 LRCX,
    -0.81%         		86%

    		 -42%

    		 9%

    		 25.2

    		 13.5

    		 20.2
    ServiceNow Inc.

    		 NOW,
    +0.57%         		82%

    		 -40%

    		 9%

    		 56.0

    		 42.6

    		 90.1
    Amazon.com Inc.

    		 AMZN,
    -0.94%         		81%

    		 -50%

    		 -9%

    		 42.0

    		 46.7

    		 64.9
    Monolithic Power Systems Inc.

    		 MPWR,
    -0.23%         		78%

    		 -28%

    		 28%

    		 49.1

    		 27.3

    		 57.9
    Source: FactSet

    Click on the tickers for more about each company.

    Click here for Tomi Kilgore’s detailed guide to the wealth of information available for free on the MarketWatch quote page.

    Don’t miss: Nvidia tops list of Wall Street’s 20 favorite stocks for 2024

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  • 8 Pitfalls Small Businesses Must Avoid When It Comes to Marketing Themselves | Entrepreneur

    8 Pitfalls Small Businesses Must Avoid When It Comes to Marketing Themselves | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Do you ever feel like, no matter how much effort you put in, your content marketing strategy always falls flat and fails to produce results? You’re not alone in that boat. You’re probably one of thousands of small business owners experiencing this setback.

    Countless small business owners make common content marketing mistakes that can sabotage their business’s success. In this article, we’ll dissect small businesses’ top content marketing mistakes and how to steer clear of them.

    Related: How to Write a High-Performing Content Marketing Strategy

    The power of content marketing for small businesses

    It’s a well-known fact that content marketing is a strategic marketing approach that has been around for years and has gained even more prominence with the continued growth of social media and other technologies.

    Rand Fishkin, co-founder and former CEO of Moz, puts it succinctly: “Content marketing is the new SEO.” As a marketing technique, it’s aimed at attracting a targeted audience through consistent content for profitable customer action.

    For small businesses, it’s a potent tool to reach a wider audience, establish their presence, build brand awareness, generate leads and ultimately bridge the gap between sales and marketing for B2B lead generation. Some key benefits of content marketing for small businesses include increased website traffic, a boost in SEO rankings, lead generation, increased brand awareness and much more.

    The consequences of common mistakes in your content marketing

    For small businesses to survive, getting every detail right is crucial. Unlike larger brands, small business owners can’t afford to get things wrong, as the consequences can significantly impact their brand reputation. When content marketing goes awry, you might experience the following:

    1. Poor performance in search engine rankings.
    2. Reduced website traffic, which ultimately affects revenue.
    3. Wasted resources, effort and time spent on creating content.
    4. A competitive disadvantage as your competitors seize the opportunity to win over your target audience.

    Related: 8 Things Technology Startups Need to Do Before Creating Their Content Strategy

    The content marketing mistakes small businesses must avoid to succeed

    Now that it’s clear that making mistakes with your content marketing can be detrimental as a small business owner, what are the red flags to watch out for? To solve any problem, it’s important to identify it, as that makes it easier to avoid. Here are some mistakes that small businesses should steer clear of in their content marketing efforts:

    Mistake 1: Failing to define your target audience clearly

    While this may sound like a basic principle, you’d be surprised at how many small businesses have no idea who their target audience is. Simply putting your product out there and hoping it gets purchased isn’t enough. Without researching your audience and building an ideal customer profile, you’re setting yourself up for failure from the start.

    Make the most of research tools to understand your customers, their preferred platforms, the problems they’re searching to solve and how you can position yourself as the solution they need.

    Mistake 2: Lacking a clear and consistent content strategy

    Without a well-defined content strategy, achieving or sustaining your content marketing goals is challenging. Understanding the importance of content marketing is one thing, but executing it successfully is another. The absence of a content strategy can mark the beginning of the end of your content marketing efforts, and that’s something nobody wants.

    Consistency is crucial for successful content marketing, as it allows for regularly delivering valuable information to the audience. This helps build trust and credibility, grow your audience and generate leads through an effective system.

    Mistake 3: Neglecting to keep up with trends

    As a small business owner, you’re doing yourself a disservice by not staying updated with industry trends. Customer behaviors are constantly evolving, and the online space provides valuable insights into those changes. Falling behind means you’re in the dark when it comes to your business.

    Staying current with industry trends and best practices in search engines and social media platforms gives you a competitive advantage. The only way to achieve this is by being proactive, agile and adaptive.

    Related: Why Producing High-Quality Content Matters for Your Business

    Mistake 4: Compromising on content quality

    Surprisingly, the quality of your content plays a pivotal role in the success of your content marketing efforts. Unfortunately, many business owners overlook this crucial aspect, which can come back to haunt them.

    High-quality content has the power to be actionable, persuasive and emotionally engaging, encouraging your audience to take the desired action. You can draw in the attention of your target audience, boost brand awareness and position yourself as an authority by producing interesting and useful content.

    Mistake 5: Neglecting SEO best practices

    For small businesses, leveraging organic content marketing is the most cost-effective and sustainable approach. However, getting it right requires careful attention and planning. Ignoring search engine best practices like mobile responsiveness, keyword research and on-page SEO means setting yourself up for failure.

    By adhering to search engine best practices and strategically positioning your business, you gain an advantage on search engine result pages (SERPs), drive traffic to your website and establish your business as a relevant and valuable brand.

    Mistake 6: Always sounding sales-oriented

    While it may seem like your product is a surefire sell, that’s not always the case. Pushing it aggressively at your audience can have the opposite effect. One of the biggest content marketing blunders is coming across as too sales-focused whenever the opportunity arises, which can drive your audience away.

    Instead, focus on providing value to your audience consistently. Since people are emotional creatures, they are more likely to buy from you because of the value you offer. Value sparks curiosity, which in turn boosts conversion rates. Pay close attention to the value you deliver through your content marketing efforts.

    Mistake 7: Lack of content variety

    Variety is often said to be the spice of life. Imagine if your content marketing lacks variety — wouldn’t it become monotonous and boring? Many small business owners fall into this trap. While a particular content type may have worked in the past, it doesn’t guarantee the same success every time.

    To get the most out of your content marketing, embrace diversity. There’s no one-size-fits-all approach to content marketing since people respond differently to various content types. Experiment with different content formats, from text-only to visual content, to achieve the best results across various marketing channels and platforms.

    Related: 6 Marketing Pitfalls That Can Haunt Your Company

    Mistake 8: Failing to measure and analyze results

    Jumping on the content marketing bandwagon isn’t enough if you can’t measure your results. You won’t know how well your content marketing is performing without proper measurement.

    Ensure you have key metrics and KPIs in place to gauge what’s working and what’s not. The specific metrics to measure will depend on the services you offer and the objectives you want to achieve. It could include website traffic, clickthrough rates, bounce rates, conversion rates and more. Several tools, such as HubSpot, Semrush, Moz and others are available to help you track your performance effortlessly.

    Drawing the curtain

    In summary, content marketing helps small businesses reach their audience, build brand awareness, generate leads and drive sales. However, it’s crucial to steer clear of these common content marketing mistakes to achieve success; otherwise, you may be setting yourself up for failure before you even begin.

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    Thomas Helfrich

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  • I Tested AI Tools So You Don't Have To. Here's What Worked — and What Didn't. | Entrepreneur

    I Tested AI Tools So You Don't Have To. Here's What Worked — and What Didn't. | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In the fast-paced world of scaling service-based businesses, the dilemma of delivery versus marketing efforts is a constant challenge, especially for those who are at the point of maxing out on their client capacity.

    The need for brand relevance, consistency and awareness can feel overwhelming when a lot of your time is dedicated to delivering a transformational experience for your clients. That sparked the idea for my team and me to dive in on testing relevant artificial intelligence tools to help free up time spent on our marketing strategies.

    Here’s everything that worked — and what didn’t — in the last 12 months, using my coaching business as a guinea pig.

    Related: Yes, You Can Use AI for Marketing. But Don’t Forget About the Benefit of Human Touch.

    Does AI diminish the human touch or authenticity of our message?

    One common fear is that AI will replace authenticity in marketing. A helpful reframe here may be to see this tool as an additional instrument in the “orchestration” of your brand.

    Picture this: Just as a conductor directs the musical performance or symphony, AI can enhance your song without overshadowing your unique voice and the intention of what you want to convey in the song.

    The song I’m referring to is your brand message. AI is just another instrument that can be added to your marketing to spread awareness for your brand. As long as you are clear on your ideal clients, offer and core message — then the playground is yours to integrate AI creatively into your marketing.

    The biggest lesson I learned in the last 12 months is that the machine output will only be as good as the user’s input. You are still the storyteller, the architect and the soul of the intellectual message.

    The 3 biggest benefits of AI

    1. The client-driven brand message

    One key benefit is streamlining note-taking and not having to solely rely on our brains to do all the recalls, especially for client calls, events, workshops, etc.

    Tools like Fathom on Zoom have allowed me to take detailed notes during calls without compromising my presence and focus as a coach. The ability to condense and generate information, summaries and insights at lightning speed is a game-changer.

    From a marketing perspective, all the AI-streamlined notes can help enhance the clarity and specificity of our message because now we can use real-time data (a.k.a words sourced from our existing or potential clients) to create the most effective message to attract even more of our people. For streamlining call notes and summarizing data, consider trying Fathom AI or Otter AI.

    Related: How to Incorporate AI into Your Marketing Strategies (and Why You Should)

    2. Making your content more dynamic and attention-grabbing

    In today’s social media landscape, capturing the attention of our potential clients is more challenging than ever as you may be already aware. Now it is more crucial than ever to have compelling sales content, email headlines and hooks that stand out.

    That’s exactly what I loved using AI for in my business. AI can work around the clock (unlike most of us who need eight to nine hours of sleep) to help you craft different versions of attention-grabbing copy that resonate with your audience.

    Recently, I needed help writing the landing page copy for my new workshop event, so I went to ChatGPT. I provided the context of this event, what I was trying to teach, ideal clients that I wanted to reach and allowed AI to do the rest of the magic.

    The entire process took less than 30 minutes from start to finish and resulted in a 40% conversion rate for sign-ups. This would have taken me at least two hours in the past.

    This type of workflow works best if you are clear on the idea and just want support in putting the structure around it. Do always trust your intuition to decide on what feels right and edit as you go to ensure it still fits with your brand voice. Your intuition (human touch) is the starter and the finisher, AI can just speed up the process in between. For this use case, check out ChatGPT or Google Bard.

    3. Being everywhere at the same time (omnichannel efficiency)

    As consumer’s content preferences evolve — from listening, watching or reading content, AI’s repurposing functionality offers endless possibilities for us business owners to streamline this process to reach more people on various platforms.

    If you are someone who prefers to create content by “saying it out loud,” you can use a tool called Oasis AI to help you bring the audio into various formats of social content.

    If you are someone who prefers to film content in a video setting, you can use a tool called Descript AI to help you add text-to-captions and cut into short-form videos to distribute to channels such as YouTube Shorts, Instagram Reels or TikTok.

    No longer do we need to spend countless hours editing or repurposing manually to be everywhere at once. All you need is one core content, and let the machine do the heavy lifting to help you generate 10x more out of that original piece.

    Related: How to Use AI to Drive Growth and Improve Customer Interactions

    The future of AI in marketing

    A helpful reminder here is that artificial intelligence can not aggregate information that doesn’t exist online yet. We are still the creators and innovators.

    Humans live, humans experience and humans connect — robots cannot do that. Humans will be the facilitators and the conductors of the machine. The question comes down to this: Are you willing to learn to become the best facilitator to help your business expand forward?

    In the hands of someone curious, open-minded and creative, AI makes the marketing output significantly easier and faster. Welcome to the next era of marketing.

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    Selina Feng

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  • How to Successfully Launch a Product on Amazon | Entrepreneur

    How to Successfully Launch a Product on Amazon | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    When you think of how to launch a product on Amazon, in my experience as an Amazon consultant, many think of mirroring their listing on their ecommerce website over to Amazon or listing a new product directly on Amazon and then running some ads. Or worse, putting the product on Amazon and getting to action items — like improving the imagery, product description and more — later.

    Any of those scenarios would be a costly mistake. This is because similar to how brick-and-mortar retailers want to see what type of foot traffic they can drive in the stores to move units during the test store placement phase, Amazon is no different.

    Many Amazon experts call it the “honeymoon phase,” where Amazon tests what type of volume you’re capable of on the marketplace as well as what type of traffic you send from outside the marketplace to your product listings. If it’s a strong Amazon product launch, then you’ll find getting impressions on your ads and ranking in product searches gets significantly easier. If it’s a poor Amazon product launch, those same things get more difficult and expensive.

    Luckily, there are time-tested and proven marketing strategies on how to launch a product on Amazon that Amazon sellers of any budget can use to skyrocket their sales from day 1. Here is a simple timeline to follow to successfully launch a product on Amazon.

    Related: How to Get Your First 100 Sales on Amazon

    When you launch your company:

    While you’re launching your brand and going through the process of getting your trademark, setting up your supply chain and claiming your brand’s social media handles, you’ll want to focus on building your platform.

    • Establish an audience and build a community where people know, like and trust you as a passionate enthusiast in your space.

    • Begin YouTubing, blogging, podcasting, or all three as long as you can before you launch.

      • This will authentically earn a future customer base of fellow passionate enthusiasts who will be paying customers from day one.

      • Your audience will also be brand ambassadors, willing to refer customers to you.

    • Build a Facebook Group around your brand and subject matter.

    • Collect emails from your audience.

    • Get Facebook Messenger opt-ins from your audience.

    3 months before launch:

    By now, you’ll have your branding, logos, product photography and talking points ready to go. This is when you start fostering critical relationships to help you drive sales from day 1.

    • Begin reaching out to influencers of your passionate enthusiast customers in your subject matter.

    • Begin reaching out to major publications that are popular with your passionate enthusiast customers.

    Related: New Amazon Sellers Must Avoid This Huge Beginner Mistake

    1 month before launch:

    You’re almost ready to launch your product on Amazon. You have product samples in hand and need to start priming your audience and Amazon Influencers alike.

    • Notify your audience on social media and email that your new product is coming.

    • Notify your Facebook Group members as well as brand ambassadors and brand evangelists that they can get early access.

    • Notify Amazon Influencers that the new product is coming, and clearly explain benefits and features.

    • Show off your new product on your YouTube channel, and let consumers know when it will be available. Direct them to a place on your website where they can sign up for a launch discount code on Amazon.

    • Discuss your new product on your podcast. Let consumers know when it will be available, and direct them to a place on your website where they can sign up for a launch discount code on Amazon.

    • Send your product to Amazon Influencers to review on their platforms.

    • Write articles for the industry blogs and media outlets that you regularly contribute to, building hype and clearly explaining the benefits, features and why your product is needed in the market.

    • Guest on notable industry YouTube videos and podcasts, building hype and clearly explaining the benefits, features and why your product is needed in the market.

    1 week before launch:

    You’re ready to launch your product on Amazon and have built up a significant audience to launch to. Now it’s time to let everyone know it’s launching soon and how to purchase it.

    The night before launch:

    • Notify your audience on social media and email the product is launching tomorrow, along with:

    Related: 5 Proven Marketing Strategies for Amazon Sellers

    Launch day:

    By building an audience and network of referral sources ahead of time, you’ll have a successful product launch on Amazon, no matter what your budget is.

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    Tanner Rankin

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  • The Santa Claus Approach: Unwrapping Marketing Lessons from the Man in Red | Entrepreneur

    The Santa Claus Approach: Unwrapping Marketing Lessons from the Man in Red | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    A unique figure has transcended cultural boundaries, capturing imaginations and hearts across the globe. He’s known for his infectious laughter, his generous spirit and his knack for knowing precisely what you want. We’re talking about Santa Claus. Big and small businesses can glean valuable insights from Santa’s timeless appeal. Let’s dive into the holiday spirit and unwrap some marketing wisdom from Jolly Old St. Nick.

    Lesson 1: The power of consistency and reliability

    Santa’s charm lies in his steadfast reliability. Year after year, he shows up on Christmas Eve, fulfilling wishes and spreading joy. This consistency has earned him unwavering trust and love from countless people across the world.

    Business takeaway: Your brand needs to embody the same consistency and reliability. Meeting customer expectations and delivering quality service are non-negotiable. The more reliable your business, the stronger the trust and loyalty you cultivate with your customers.

    Lesson 2: The joy of surprises

    Everyone loves a good surprise, and Santa knows this better than anyone. He delights us with unexpected gifts, creating moments of joy and wonder.

    Business takeaway: Understand your customer’s needs and exceed their expectations with delightful surprises. This could be in the form of exclusive deals, personalized offers or exceptional customer service. The thrill of a pleasant surprise can turn a satisfied customer into a loyal one.

    Related: 6 Lessons Every Entrepreneur Can Learn From Santa

    Lesson 3: The value of customer insights

    Santa is not just a giver of gifts, but also an expert listener. He encourages children to write letters expressing their wishes, thus gaining valuable insights into their desires.

    Business takeaway: Encourage your customers to share their feedback and experiences. This could be through surveys, review platforms or direct communication. This information is invaluable in refining your products or services and enhancing the overall customer experience.

    Lesson 4: The impact of rewards

    Santa’s “naughty or nice” list is a clever system of rewarding good behavior. This approach not only encourages goodness but also strengthens his bond with those on the “nice” list.

    Business takeaway: Implement a customer loyalty program. Reward your loyal customers with exclusive benefits or offers. This encourages repeat business and fosters a deeper relationship with your customers.

    Lesson 5: The strength of teamwork

    Santa’s workshop is bustling with elves, working together to ensure a successful Christmas Eve. This highlights the power of a well-coordinated team.

    Business takeaway: Building a high-performing team is crucial for your business. Each member should play to their strengths, contributing to the brand’s overall success. Remember, teamwork makes the dream work!

    Lesson 6: The importance of a strong brand image

    Santa Claus himself is a formidable brand. He knows his audience, their desires and the perfect timing to deliver what they want.

    Business takeaway: Construct a robust brand image. Understand your audience, their needs and how to meet these needs effectively. A strong brand image can go a long way in boosting your business growth.

    Related: What Content Marketers Can Learn from Santa Claus

    Lesson 7: Diversification is key

    Santa began with a simple cat toy but diversified his offerings based on the children’s desires. Today, he delivers myriad gifts, catering to the unique wishes of children worldwide.

    Business takeaway: Diversification can be a powerful growth strategy. Offering a range of products or services can help you cater to a broader audience and mitigate business risks.

    Lesson 8: Taking time off is crucial

    Even Santa takes a well-deserved break after the busy holiday season. This rest period allows him to recharge and prepare for the next Christmas.

    Business takeaway: It’s essential to take time off to avoid burnout. This can help you come back with renewed energy and fresh perspectives that can drive your business forward.

    Lesson 9: Being indispensable

    Santa’s ability to inspire happiness and creativity makes him indispensable during the holiday season.

    Business takeaway: Create value in a way that makes your business indispensable to your customers. This could be through innovative products, exceptional service or a unique brand experience.

    Lesson 10: Building a long-term team

    Santa’s operation wouldn’t be possible without his dedicated team of elves and reindeer. This shows the importance of building a long-term, loyal team.

    Business takeaway: Invest in your team. Nurture their skills, value their contributions and create a supportive work environment. A committed team is one of a business’s most valuable assets.

    Related: This 15-Year-Old Couldn’t Find an Inflatable Santa That Represented His Family. 10 Months Later, He Runs a Business Bringing Inclusiveness to the Holidays.

    Lesson 11: Leveraging technology

    Even Santa has to navigate his way around the globe somehow! This shows the importance of leveraging technology for efficiency.

    Business takeaway: Embrace technology to streamline operations, improve customer service and enhance your marketing efforts. Technology can be a powerful tool for business growth.

    Lesson 12: The magic of freebies

    Who doesn’t love a free cookie or a glass of milk? Santa knows that simple gestures can create delightful experiences.

    Business takeaway: Consider offering freebies or perks to your customers. These could be samples, complimentary services or even just a warm, welcoming environment. Small gestures can make a big impact!

    While Santa may be a mythical figure, the principles he embodies are very real and applicable in the business world. By adopting Santa’s approach to reliability, surprise, customer insights, rewards, teamwork, strong branding, diversification, rest, indispensability, a dedicated team, technology use and freebies, businesses can experience significant growth and success. And that’s a gift that keeps giving long after the holiday season. Happy marketing and happy holidays!

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    Mark W Lamplugh Jr

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  • Merriam-Webster’s word of the year 2023 is ‘authentic.’ Here’s how corporate America hacked the consumer cult of authenticity

    Merriam-Webster’s word of the year 2023 is ‘authentic.’ Here’s how corporate America hacked the consumer cult of authenticity

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    “Mass advertising can help build brands,” longtime Starbucks CEO Howard Schultz once prophesized, “but authenticity is what makes them last.” As corporate cheerleading goes, this is an enduring fable. Authenticity has become a central moral framework in society–the subtle yet pervasive value that animates and adjudicates our media, culture, and politics. Merriam-Webster recently announced that “authentic” was its 2023 word of the year, thanks to a surge in online search queries.

    Consumers have long sought authenticity, as it gets stamped on a range of goods and experiences made attractive largely because they appear to lack marketplace motives. The mom-and-pop diner; the vinyl record shop–the local and uncommercialized. Think dive bars, farmers markets, and indie cinemas.

    Studies find that consumers rate independent, family-run outposts more authentic than chains–and even shrug off hygiene code violations if a hole-in-the-wall seems sufficiently off the beaten path. Authenticity also beckons tourists, pointing toward paths less traveled such as Cuba, Bhutan, or Burning Man.

    A quest for the unique

    Scholarly articles about authenticity more than doubled in the 2010s and leading pollster John Zogby found that it topped the list of Americans’ cultural yearnings.

    “You have aspirational positioning from every brand out there to want to make their offering feel bespoke and handcrafted and unique,” one marketing COO quips. “The fact of the matter is that there’s tens of thousands of others of that [product] pumping out every single week.”

    That quest for authenticity is, in short, a quest for uniqueness amidst homogenous mass production. Today’s consumers seek what one philosopher-critic called “aura”–a singular product relative to the readily replicable. Social theorist Andreas Reckwitz diagnoses consumers as in thrall to “singularities”–distinctive objects, spaces, and experiences that fulfill cultural desires rather than functional needs that assembly lines once simply satisfied.

    Franchising, in particular, embodies McWorld alienation as corporations implement formulaic operations that erode local character: nondescript office parks, suburban tract homes, and casual dining chains. Most can’t preserve nuance at the massive scale that profit demands.

    The more sameness is offered, the more consumers go searching for something real to grab onto and discover themselves within. Call this the identity politics of the shopping cart.

    A manufactured ideal

    As a concept, authenticity hatched in response to 18th– and 19th-century industrialization. Humanity’s relationship with machines became disenchanted, not just at work–where efficiency, automation, and quantity dominated values–but also with this logic spilling into consumer experiences.

    Although authenticity cannot be found in Victorian-era vocabulary about merchandise, by 1908 Coca-Cola was already pitching itself as “genuine”–part of manufacturers’ efforts to persuade that their brand was more natural and traditional than fellow factory-line products filling home shelves. This rhetoric intensified in recent years.

    Take Starbucks, which has long tried to reproduce the “aura” of that cute, little indie coffee shop in your neighborhood–some 55,000 times over. Its brand guidebook reportedly mandates five ideals that had to apply to every design choice: handcrafted; artistic; sophisticated; human; and enduring. These seek to convince you that this Starbucks is truly unique and special, unlike the (same) one a block away.

    Hence, the interiors’ aesthetic accentuation–earth hues, wicker baskets, curvy motifs, stained woods, unfinished metals–all to contrast the prepackaged synthetics that envelop fast food. Hence, too, the customer’s name read aloud rather than an automated receipt number–simulating rituals of familiarity and tradition.

    Starbucks doesn’t become globally ubiquitous if it can’t fake authenticity in this fashion, even if being globally ubiquitous inherently invalidates that.

    The authenticity ideal is artisanal craft, romantically conjuring premodern labor untainted by massive machinery. Goods that are “handmade” in “small-batch” as opposed to cash-grab; shelves that are curated, not commercialized.

    Origin stories also authenticate, seeking to make a company genealogically trustworthy by emphasizing a point or person of provenance. Think Ben & Jerry’s here, or the naïve moral authenticity of any amateur startup tinkering in a garage for love rather than money.

    Research suggests that a company’s founding intent matters a great deal to consumers: If seen as “self-transcendent” (i.e., for society or community) rather than for “self-enhancement” (wealth or status), the brand scans authentic. Greed, for lack of a better word, isn’t good at conveying that.

    Authenticity also explains a recent swing toward vintage aesthetics–campaigns, slogans, and logos from yesteryear dusted off and trotted out, from Pizza Hut’s red roof icon to Miller Lite’s throwback font: “Brands want to say, ‘We’re still that same company with humble roots,’” one brand strategist explained. “So [they] reverse-engineer that value to an audience that may not be privy to a backstory.”

    This, then, is the ultimate contrivance: For a century,  corporations have tried to sell us they have a “soul.” As one advertising creative director rhapsodizes, “Brands have to have a voice; they have to have character; they have to have morals.”

    To that end, Dunkin’ Donuts shortened the name on its (11,000-plus) outlets to just “Dunkin’” to “highlight how the brand was now on a first-name basis with fans,” even giving away “handmade friendship bracelets” to commemorate the copyright registry.

    To be sure, there is something understandable, yet lamentable, in that notion. You can’t be friends with an LLC, yet anthropomorphism remains the central delusion of branding. Authenticity is, after all, a nostalgic reflex. We yearn for it most in times of rapid change. Much as industrialization generated a longing for agrarian simplicity a century ago, today’s high-tech landscape–one of AI chatbots and digital deepfakes–generates much the same wistfulness for a world being lost.

    Michael Serazio is an associate professor of communication at Boston College and the author of, most recently, The Authenticity Industries: Keeping it ‘Real’ in Media, Culture & Politics.

    More must-read commentary published by Fortune:

    • Economic pessimists’ bet on a 2023 recession failed. Why are they doubling down in 2024?
    • COVID-19 v. Flu: A ‘much more serious threat,’ new study into long-term risks concludes
    • Access to modern stoves could be a game-changer for Africa’s economic development–and help cut the equivalent of the carbon dioxide emitted by the world’s planes and ships
    • The U.S.-led digital trade world order is under attack–by the U.S.

    The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of Fortune.

    Subscribe to the new Fortune CEO Weekly Europe newsletter to get corner office insights on the biggest business stories in Europe. Sign up for free.

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    Michael Serazio

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  • The Magnificent 7 dominated 2023. Will the rest of the stock market soar in 2024?

    The Magnificent 7 dominated 2023. Will the rest of the stock market soar in 2024?

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    2023 will go down in history for the start of a new bull market, albeit a strange one.

    Despite some year-end catch-up by the rest of the S&P 500 index, megacap technology stocks, characterized by the so-called Magnificent Seven, have dominated gains for the large-cap benchmark SPX, which is up 23.8% for the year through Friday’s close.

    That’s…

    Master your money.

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  • Get This AI Photo Editing Bundle for Only $150 Through December 25th | Entrepreneur

    Get This AI Photo Editing Bundle for Only $150 Through December 25th | Entrepreneur

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    Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

    We live in an image-driven time, and exciting new tools powered by artificial intelligence (AI) are popping up every single day to help make our pictures more vibrant and simply better. If someone on your holiday gift list is a photographer, content creator, or tech enthusiast, then they might be interested in this gift you can grab at a discount. The Award-Winning Luminar Neo Lifetime Bundle is on sale for just $149.97 (reg. $752) through December 25th at 11:59 p.m. PT.

    The main attraction of this bundle is Luminar Neo, an AI-powered photo editing software designed to be easy to use. Its machine-learning foundation gives it powerful editing capabilities with features for replacing entire skies, enhancing larger-than-life landscapes, and automating more everyday photo-editing tasks like masking and layering.

    Luminar Neo is rated an impressive 4.8/5 stars on average on Trustpilot. It also was a Red Dot Winner in 2022 for Interface Design. The bundle also includes a video course on creative photo editing techniques in Luminar Neo. And it features a few overlays and LUTs to help enhance your capabilities. Don’t miss out on this limited-time opportunity to get AI photo editing on sale for the holidays.

    The Award-Winning Luminar Neo Lifetime Bundle is on sale for just $149.97 (reg. $752) through December 25th at 11:59 p.m. PT.

    Prices subject to change.

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    Entrepreneur Store

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  • How to Establish a Distinct Brand Identity in a Crowded Market | Entrepreneur

    How to Establish a Distinct Brand Identity in a Crowded Market | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In today’s digital world, crafting a standout personal brand is essential for success as a business leader. One thing’s for sure: Consumers trust and purchase from real people more than impersonal brand names. This is especially true with a service business. According to the recent national research study, “Trends in Personal Branding,” personal branding is more than just a social media personality contest. The data showed that 67% percent of ALL Americans would be willing to spend more money on products and services from the companies of founders whose personal brand aligns with their own personal values.

    A personal brand that captures your unique expertise can elevate your business and create a loyal customer base. That same study mentioned above showed that 74% of all Americans reveal they’re “more likely to trust someone who has an established personal brand.” In perhaps the most powerful statistic of the entire study, it turns out that 82% of all Americans agree that “companies are more influential if their executives have a personal brand that they know and follow.

    Let’s explore some action steps you can take to build a brand identity that cuts through the noise of a crowded marketplace.

    Related: 8 Reasons a Powerful Personal Brand Will Make You Successful

    Crafting and communicating your brand

    Your personal brand is the story you tell the world, and your audience wants to learn something genuine about you and your brand story. It’s crucial to share not only your professional triumphs but also the personal stories and passions that make you relatable, such as your hobbies, family, travels, etc. Consistency in your messaging creates a coherent narrative, while authenticity fosters a trusting relationship with your audience.

    Embrace the platforms where your audience engages the most. For professionals, LinkedIn is often the go-to, serving as a space to demonstrate expertise and share personal insights. Authoring books and hosting podcasts can elevate your authority, allowing you to reach a wider audience with in-depth knowledge. My brand and reputation on LinkedIn didn’t soar until I added a lot of authentic posts and stories and less boring business-focused posts. Sharing personal aspects should be done thoughtfully, ensuring each story aligns with your professional message and adds value to your brand narrative.

    Building community and engagement

    The goal of a personal brand is to create a community, not just a following. Engagement is key. Encourage your audience to participate in conversations or debates through comments, forums and direct messaging. This interaction makes your brand relatable and accessible.

    Responding to feedback and adapting your brand message is important, but remember to stay true to your core values. Avoid the trap of overpromotion, and strive for a balance that promotes engagement over sales. Your brand should inspire interaction and foster a genuine connection.

    Building relationships with other like-minded entrepreneurs can open the door to opportunities that are mutually beneficial, such as speaking on a podcast or attending an upcoming event. When you collaborate with others outside of your immediate followers, you’re able to tap into their audience, gaining exposure to potential customers who already trust your collaborators’ judgment.

    To be most effective in growing your audience, select partners whose personal brands resonate with your own. Their followers should have interests that overlap with the products and services you offer. For example, if your brand is built on financial literacy, partnering with influencers in the personal development space could be advantageous.

    Scaling your business through personal branding

    Success in personal branding can often be qualitative. Look for engagement beyond likes and shares — genuine messages from your audience and opportunities for collaboration are indicators of a resonant personal brand. As your brand gains traction, use your influence to support your business goals. A strong personal brand can lead to new ventures and partnerships while amplifying your reach. As you scale, maintain the integrity of your brand. Growth should enhance, not compromise, the personal touch that distinguishes your brand from the rest.

    Building a personal brand is an ongoing process that involves sharing your journey and leveraging your experiences. It’s a powerful strategy for entrepreneurs, offering a platform for growth and the opportunity to make a real impact. Maintain authenticity, consistency, and focus on community. These principles will guide you in creating a personal brand that not only stands out but also stands for something meaningful.

    A reputation is built up by trust, and a personal brand is a trust accelerator. Another recent study found that 76% of American Millennials are more likely to buy from a person with a personal brand.

    Related: 6 Strategies You Need To Ensure Your Personal Brand Stands Out

    1. Define and deliver your value proposition clearly

    Imagine you’re a chef at a bustling food market. Every other stall is offering a range of dishes, each with its own mix of flavors and ingredients. To stand out, you need to have a signature dish — something that no one else offers, that tells your story and satisfies a unique craving. Your value proposition is that dish.

    What is it that you provide that no one else does? Maybe it’s a unique combination of services, or perhaps it’s a particular approach to wealth management that’s both approachable and highly effective. Once you’ve defined it, communicate it consistently across all platforms — be it on your LinkedIn profile, on your podcast shows or when speaking at events. Make it clear, make it appealing, and ensure it speaks to the core of what your audience values.

    2. Personalize your client experience

    Imagine each client interaction as a handcrafted gift. It’s not just about the content inside the package — it’s about the wrapping, the note that accompanies it and the perfect timing of its delivery. Your clients should feel that every piece of advice and every service you offer, is tailored specifically for them.

    This doesn’t mean creating entirely different services for each individual, but it does mean understanding their unique challenges and goals. Use client feedback to refine your offerings. Send personalized communications. Host events that cater to their interests and values. By personalizing the client experience, you build a relationship that feels exclusive and deeply connected to their needs.

    3. Educate and empower your audience

    Just as a gardener nurtures plants to grow, so should you cultivate your audience’s financial knowledge. Education is empowerment — and by providing valuable, easily digestible information, you position yourself as not just a service provider but a guide and mentor.

    Start a blog or a YouTube series focused on financial literacy, using simple language and relatable analogies. Explain complex concepts using common life experiences, like comparing diversified investments to a balanced diet. Not only will this reinforce your brand as a source of valuable knowledge, but it will also foster trust and deepen the relationship with your audience.

    Related: The 3 Questions You Must Answer to Make Your Brand Stand Out

    In a saturated market, your personal brand isn’t just a label; it’s your distinct edge. Your key to success is authenticity and engagement. By genuinely connecting with your audience and consistently delivering on your unique value proposition, you create more than just a brand; you build trust and long-term loyalty. It’s about being relatable yet professional, innovative yet grounded.

    Remember, in the realm of entrepreneurship, your personal brand is a powerful tool that drives not just visibility but real, meaningful business relationships. Cultivate it with intention, and watch it become your most valuable asset in navigating the competitive business landscape that we all find ourselves in.

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    Chad Willardson

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  • Free Webinar | January 11: The 2024 Social Media Trends to Get You More Followers & Sell More Products | Entrepreneur

    Free Webinar | January 11: The 2024 Social Media Trends to Get You More Followers & Sell More Products | Entrepreneur

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    Learn tricks and tactics to supercharge your social media by joining our free webinar “The 2024 Social Media Trends to Get You More Followers & Sell More Products.” This power-packed session will be led by Entrepreneur’s very own VP of Social Media, Sana Ali.

    On Thursday, January 11th Sana will dive into the latest strategies that will not only boost your online presence but also drive sales. From emerging trends in content creation to leveraging influencer marketing for maximum impact, we’ll guide you through the key elements that can propel your brand to new heights.

    You’ll gain insights on:

    • The biggest social media trends that will shape 2024

    • Optimizing your content to take full advantage of those trends

    • Navigating the nuances of influencer marketing

    • Measuring success by defining clear objectives and utilizing analytics tools

    • How to approach cultural sensitivity in campaigns

    Join us to unlock the social media strategies that will propel your brand to new heights in 2024!

    About the Speaker:

    Sana Ali is the VP of Social Media Marketing at Entrepreneur Magazine. Throughout her career, she has led global social media campaigns for notable brands, including MTV, iHeartRadio, BET, and WWE. Sana’s expertise lies in her ability to build social influencer products, create social monetization opportunities, and craft effective strategies. Her focus is on fostering audience engagement, delivering measurable results, and leveraging content trends in the ever-evolving social media landscape, particularly by tapping into multicultural audiences.

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    Entrepreneur Staff

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