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Tag: Marketing

  • Domain Costs Can Spiral — Take These Steps to Stay in Control and Save Thousands | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    The right domain is essential in 2025 and beyond. Brands need that perfect web address to establish credibility and attract traffic. In practice, domain brokerage firms act as intermediaries between buyers and sellers, often negotiating opaque fees that can increase the final costs.

    Join me as I reveal the reality of domain brokers, highlighting common fees and negotiation strategies that help keep budgets under control. Fellow entrepreneurs will learn what questions to ask when hiring a broker, which hidden costs to watch for and how to challenge price tags. Ultimately, I’ll demonstrate how to prepare for acquiring high-value domains without overspending.

    What is a domain brokerage?

    Domain brokers serve as intermediaries in negotiating the purchase of premium web addresses. They utilize private marketplaces, proprietary networks and historical sales data to discover domains that might not show up on public auction sites.

    • Brokers often provide expertise in valuing domain assets, advising on trademark risks and handling escrow services.
    • Firms tend to charge a mix of retainer fees, flat rates or commissions on successful deals.

    Brands relying on brokers expect quicker access to top-tier domains with professional negotiation, but they often face confusing bills with multiple line items. Entrepreneurs who understand what they’re signing up for avoid sticker shock at closing.

    Related: 5 Unforgettable Lessons I Learned Spending $1 Million on a Domain Name

    Typical fees found in domain brokerage deals

    Most brokers quote a base commission but also add extra charges, such as appraisal fees, which can range from $200 to $1,000. Escrow services typically cost between $75 and $150 per transaction. Legal reviews of trademark and contract language often add a few hundred dollars at a minimum. Premium placement on listing sites involves either monthly or one-time marketing fees.

    Be aware that some brokers inflate domain renewal fees or charge administrative fees for international transfers. Companies that don’t review fee schedules beforehand risk paying three times the domain’s market value after all charges are applied.

    How hidden costs balloon your bill

    An entrepreneur seeking a three-letter .com domain may plan to spend $10,000, including a 15% broker commission.

    • This is where the broker finds the domain and negotiates a seller price of $9,000. A commission of $1,350 seems reasonable.
    • Adding a $500 appraisal fee, $100 escrow fee, $300 legal review charge and a $1,000 premium listing fee increases the total to $11,950.
    • Domain renewal costs of $200 and transfer fees of $150 push the total closer to $12,300.

    In the end, unexpected fees turn a $10,000 budget into a $12,300 expense.

    Vetting brokers without overspending

    Brands should request potential brokers to provide a detailed fee schedule that outlines both upfront and contingent charges. Essential questions to ask include whether appraisals or escrow services are included in the commission, what happens if the deal falls through and who is responsible for legal costs.

    Successful brokers share case studies, transparent pricing and sample invoices. Brands can compare flat-fee firms with percentage-based brokers. Flat-fee brokers typically charge between $2,500 and $5,000 regardless of domain price, making them appealing for high-value domain targets. Percentage-based brokers are generally better suited for budget-conscious acquisitions, where commissions remain reasonable and affordable.

    What to look for in a domain name broker for businesses

    Track record matters. Brands should seek brokers with proven experience in securing domains within their industry niche and review broker performance portfolios. Positive client testimonials and case studies demonstrate success rates and average savings.

    Having strong escrow partnerships ensures secure funds transfer. Expert negotiators know how to approach domain owners without spooking them into holding out for inflated offers. Transparent communication frameworks keep brands informed throughout every step.

    Related: A Great Domain Name Can Add Millions to Your Business — Here’s How to Get One (Even If It’s Already Taken)

    Negotiation tactics that cut costs

    Arming yourself with market comparables and past sale prices levels the playing field. Brokers should provide historical sales data demonstrating that similar domains have sold for lower prices. Silent offers submitted without disclosing maximum budgets prevent anchoring at high figures.

    Creative deal structures, such as deferred payment agreements or equity components, incentivize sellers to accept fairer terms. Knowing when to walk away helps prevent price wars from spiraling out of control. A well-timed pause in negotiations can encourage sellers to accept reasonable offers instead of losing the deal.

    When to walk away from overpriced domains

    Red flags include sellers who demand all-cash upfront, substantial price hikes during the escrow period or refusal to share domain history records. Brokers should set clear acceptable price ranges and focus on domains that match value expectations.

    If a broker encourages brands to exceed their budget, it signals potential misalignment. Walking away from a domain now prevents draining funds and allows redirecting resources to other options.

    Persistence pays off, especially if brokers scout multiple candidates instead of fixating on a single prized address.

    Balancing time versus money

    DIY methods require substantial effort in researching WHOIS records, monitoring expiry dates and drafting outreach emails. Hybrid models cut down time commitments to negotiation stages only.

    The good news is that full-service brokers completely relieve brands of administrative tasks, but they often charge high fees. Brands comparing options should evaluate the value of internal hours against broker costs to find the optimal balance.

    Best practices for smooth domain transfers

    Once a price point is agreed upon, escrow holds the funds until the ownership transfer is completed successfully. Brokers should coordinate with registrars to update WHOIS records and verify the domain status.

    Brands need to confirm transfer lock statuses and obtain authorization codes. Multi-step verification ensures trademarks transfer smoothly without legal issues. A seamless transfer prevents downtime and maintains SEO authority.

    Auditing current domain acquisition strategies

    Brands already using brokers should review past invoices by comparing estimated fees with actual charges. Analyzing negotiation results helps identify broker performance trends and possible overcharges.

    Regular audits can uncover hidden recurring fees, allowing for renegotiation of fee structures or broker replacement. Consistent reviews help keep costs under control over time.

    Owning your domain purchases with smart strategies

    Understanding how this process and the associated fees work can help you reduce costs. Negotiate costs upfront, walk away if prices skyrocket and combine DIY tools with broker support to secure domains at fair rates.

    Audit your current approach, match acquisition methods to your resources and demand transparent pricing from any broker you hire. Balance time versus money, explore hybrid options and conduct a fee audit before you buy.

    This way, you can secure a great domain name for your business that feels predictable, affordable, and perfectly aligned with your brand goals.

    The right domain is essential in 2025 and beyond. Brands need that perfect web address to establish credibility and attract traffic. In practice, domain brokerage firms act as intermediaries between buyers and sellers, often negotiating opaque fees that can increase the final costs.

    Join me as I reveal the reality of domain brokers, highlighting common fees and negotiation strategies that help keep budgets under control. Fellow entrepreneurs will learn what questions to ask when hiring a broker, which hidden costs to watch for and how to challenge price tags. Ultimately, I’ll demonstrate how to prepare for acquiring high-value domains without overspending.

    What is a domain brokerage?

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

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    Michael Gargiulo

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  • Why In-Person Events Are Still a Business Superpower in 2025 | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Even with all the ways technology has changed how we work and connect, there’s still something powerful about being in the same room with people. In-person events — whether it’s a roundtable, a workshop, a conference, a product roadshow or a community gathering — create opportunities for connection, trust and collaboration that digital tools can’t quite replace.

    For entrepreneurs, that face-to-face time matters more than ever in 2025. Showing up fully, adding real value to the conversation and taking the time to follow up can turn a simple interaction into a lasting business advantage.

    Related: Why This Sports Festival Might Be the Most Ambitious Live Event in America

    Benefits of live events

    We are wired to connect. Even in a world that embraces remote work, most of us still crave face-to-face interaction. That’s why live events matter. They’re not just gatherings, they’re growth engines. They offer the chance to meet up with colleagues old and new, prospects, industry partners and other contacts.

    They’re your chance to understand customer pain points, build trust and lay the groundwork for future sales. At their core, events are about relationships, and relationships are how businesses grow.

    In-person events play a key role in shaping executive visibility and thought leadership, too. Keynotes, speaking sessions, breakouts and panels remain key ways to get your company and spokespeople in front of targeted audiences. And now that events are gaining halo ecosystems of their own, there are even more opportunities for podcasts, fireside chats and “birds of a feather” sessions at offsite partner dinners, breakfast seminars and customer happy hours after the expo hall closes.

    What to look for in potential events

    Post-pandemic, audience expectations for in-person engagement have shifted. Today’s attendees want more from events, including more networking, more meaningful customer meetings, partner meetings and clearer return-on-investment. Events become a way to capitalize on your industry’s collective physical presence in a way that hybrid/remote work and interactions aren’t able to deliver as consistently.

    But not all events are equal. How can you decide which will be best for you? 

    • Conduct online research for events in your industry. When you find promising events, look at those event websites for more information.  
    • If the event has booths or exhibits, contact event managers to get prior event stats like the number of attendees, lists of previous years’ exhibitors and demographics.
    • Do some digging to discover which events your competitors show up for.
    • Ask your network which events have done well for them and why.

    Related: How to Turn Your Event Into a Must-Attend Experience With PR

    What meaningful participation looks like

    Showing up doesn’t guarantee you’ll get noticed. One practical, effective strategy is for all event team members to wear a consistent branded look (e.g., logo shirt and black pants). Research shows that such “uniforms” boost brand recognition, making your team more visible, approachable and memorable in a crowded event space. 

    A second strategy is to think about alternative (even “guerrilla”) marketing activities. You may want to upset the apple cart and get free publicity. What’s a pain point you can capitalize on, for instance? How is your offering different? You can learn a lot and get inspired by the famous WePay stunt.

    Snacks are a perennial hit, venue permitting. Stock up on bite-sized items to help fuel attendees and conversations. People expect video, too, so create a short, high-quality video that draws the eye and informs.

    If the event has booths, you want yours to be the talk of the show. It should be eye-catching and maybe even fun. I’ve seen recent booths that featured a miniature race track, puppies and even baby goats. While attention-grabbing gimmicks can draw a crowd, the real win is creating a space that facilitates conversation and is easy to navigate. And don’t forget the importance of comfortable chairs!

    Don’t neglect training for your booth team, either. Visitors need to feel welcome and comfortable. The team should comprise smart, energetic people who don’t pounce on visitors and immediately start selling. Walk them through a variety of possible scenarios ahead of time so they’re knowledgeable and prepared. A re-usable event training handbook is a good idea.

    If your main objective at an event is to gather leads, dust off your interaction skills and connect with prospects at every opportunity. Attend receptions, dinners and other networking functions. Be personable and authentic, and listen — these are the ingredients that build trust. You also want to be intentional about meeting up with key contacts and prospects.

    Related: How to Bridge The Gap Between In-Person and Remote Meetings

    Events as part of the bigger PR picture

    PR and marketing teams must integrate events into a broader comms strategy. Events shouldn’t be one-offs; they should amplify and align with ongoing campaigns. Start by defining clear goals: media coverage, thought leadership, lead generation or brand visibility.

    Before the event, build anticipation with press outreach, email campaigns and social posts. Secure speaking slots and pre-schedule media or analyst briefings.

    During the event, share real-time content, engage on social, and collect assets, such as photos, quotes and customer insights, for future use. Afterward, repurpose key takeaways into blog posts or thought leadership pieces. Follow up with leads, media contacts, and analysts. Use event insights to inform future messaging and campaign direction.

    When integrated well, events become high-impact moments that feed your content pipeline and strengthen market positioning.

    Make a lasting impact

    In-person events are a great way to connect with customers and contacts while meeting experts and prospects. With so much “noise” at these gatherings, you need strategies for rising above the crowd in meaningful ways. Whether you’re at an industry mixer or a huge event with exhibitors, preparation, creativity, and authenticity will win the day.

    Refer to the recommendations mentioned above to make sure the time and expense of live events are maximized to meet your business goals.

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    Cara Sloman

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  • I Stopped Doing These 3 Things Myself — and It Made My Business More Profitable | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In the early days of any business, most founders wear too many hats. You’re the product lead, marketer, customer service rep and ops manager — sometimes all in the same afternoon.

    I’ve been there. When I was launching my first AI startup, I was writing code, answering support tickets, hacking on SEO and trying to figure out Google Ads at night. Every time I jumped from one thing to another, I paid a tax: ramp-up time, mental fatigue, missed details.

    Eventually, I drew a line: if a function had a steep learning curve, wasn’t core to the product or customer experience, and could burn cash fast if I got it wrong, it had to go.

    Here are the first three things I outsourced — what worked, what didn’t and how I make the decision now.

    Related: How to Turn Big Business Moments Into Lasting Brand Momentum

    1. Google Ads had to go first

    I took a real swing at it. I set up campaigns, followed Google’s recommendations and even tried Performance Max. One day it would “work,” the next day I’d spend $90 to make a $24 sale.

    Whether you’re running a SaaS tool, an ecommerce store, or a local service business, paid ads can become a black hole. The learning curve is steep, the platform is opaque by design and Google is always nudging you to spend more so the algorithm can “learn.”

    I hired a specialist. Instantly, I stopped burning time trying to reverse engineer bidding strategies and keyword intent. I could focus on the roadmap, customers and the parts of marketing I actually understood. Worth every dollar.

    My advice: Try it briefly so you understand the vocabulary and the levers. Then get out. Your money will disappear faster than your learning compounds.

    2. Social media was next — and it blew up (in a bad way)

    I outsourced content and channel management to someone who promised to “crush it.” I gave full access to my accounts. It devolved into drama, threats and low-quality work. I shut it down.

    The lesson? Never give full control of a distribution channel to someone you don’t know, and never confuse enthusiasm with competence. Social media can be valuable for any business building in public — but only if it’s handled by someone you trust and can hold accountable.

    Next time: I’ll only outsource to someone vetted by people I trust, with scoped access, clear deliverables and a kill switch.

    3. PR was the third — and it worked

    I’d watched competitors outrank me and land strong stories. I tried the DIY route (like HARO), but the ROI wasn’t there. So I brought in someone who could own the process — strategy, pitching, follow-through — and translate my product into narratives reporters actually want.

    That freed me to focus on what I do best while the media engine ran in parallel. For businesses in crowded markets or emerging categories, this kind of PR support can be game-changing.

    How I decide what to outsource now

    I use a simple filter:

    • Is this core to the product or user experience? If yes, I keep it.
    • Is the learning curve steep enough that I’ll waste weeks for marginal improvement? If yes, I outsource.
    • Could a mistake here be disproportionately expensive? (Ads and legal are great examples.) Outsource.
    • Do I understand it well enough to evaluate the work? If not, I’ll do a quick self-guided crash course, then bring someone in.
    • Can I structure a small, low-risk test? If yes, I do that before any retainer.

    Handling the handoff while staying lean

    I started with literal paper notes, then the Mac Notes app. Today, I still keep it simple: Trello boards when needed, email for most communication, and regular short check-ins. The point is clarity, not tooling.

    One clear metric, one owner, one cadence.

    Access-wise: role-based logins, password manager and instant revocation baked into the plan. That social media experience burned this into my process.

    Related: How to Actually Get Returns in Your Marketing Efforts

    About that “it’s faster if I do it myself” line…

    It isn’t. It just feels faster because you don’t have to explain anything. In reality, you’re trading days of deep work for weeks of shallow thrash.

    Do enough to understand it. Then move it off your plate — so you can focus on what only you can do.

    You can’t do it all — not for long and not well. Start by outsourcing the work that burns cash when done poorly, has a steep learning curve, or pulls you furthest from the product or customer. Keep control of your infrastructure, build small, reversible contracts and measure everything.

    The cost of trying to be superhuman is higher than the cost of a good specialist.

    In the early days of any business, most founders wear too many hats. You’re the product lead, marketer, customer service rep and ops manager — sometimes all in the same afternoon.

    I’ve been there. When I was launching my first AI startup, I was writing code, answering support tickets, hacking on SEO and trying to figure out Google Ads at night. Every time I jumped from one thing to another, I paid a tax: ramp-up time, mental fatigue, missed details.

    Eventually, I drew a line: if a function had a steep learning curve, wasn’t core to the product or customer experience, and could burn cash fast if I got it wrong, it had to go.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

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    Jeremy Gustine

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  • Why Most Entrepreneurs Are Approaching YouTube the Wrong Way | Entrepreneur

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    Most entrepreneurs are getting YouTube completely wrong. They’re copying entertainment creators, chasing viral moments and treating their channel like a content graveyard instead of the powerful authority-building platform it actually is.

    Here’s what they’re missing: YouTube now captures over 12% of total television viewing time, which is more than Netflix, Disney or any major network. When you upload a video, you’re not competing against other YouTubers. You’re competing against prime-time television.

    This changes everything about how you should approach the platform.

    Related: Turn YouTube Into a Business Growth Engine With These Easy Tactics

    Why traditional YouTube advice doesn’t work for entrepreneurs

    Most creators obsess over “beating the algorithm,” but here’s the truth: The algorithm isn’t your audience — it’s a mirror of your audience. YouTube’s AI simply predicts human behavior based on how real people interact with your content. When viewers click your videos, watch them completely and immediately watch another one, the algorithm notices. It’s pattern recognition, not magic.

    Stop trying to hack the system. Start understanding your audience so deeply that the algorithm has no choice but to promote your content.

    When growth stagnates, most entrepreneurs default to posting more frequently. This is backwards thinking. I’ve seen channels grow faster by reducing from daily uploads to once per week because they stopped treating YouTube like a hamster wheel and started treating it like a strategic media platform.

    The real issue isn’t posting frequency; it’s resource allocation. When you’re rushing to meet arbitrary deadlines, you can’t invest the time needed for strategic thinking and quality execution.

    How YouTube actually works in 2025

    YouTube operates on a simple two-step psychology: someone sees your content, decides to click, then chooses whether to keep watching. But there’s now a third element to consider, where autoplay previews let viewers “sample” your content before committing to the full click.

    This mirrors how our brains make decisions. We constantly evaluate whether something is worth our attention, and YouTube has evolved to support this natural decision-making process.

    The platform also tracks “valued watch time,” not just how long someone watches, but how satisfied they felt with the experience. YouTube runs daily surveys asking millions of users whether videos were worth their time, and this data directly influences which content gets broader distribution.

    Related: Ready to Get Off the Social Media Hamster Wheel? Discover the Platform That Actually Boosts Your Discoverability

    The 3 strategies that actually build authority

    1. Master the ideation process

    Most creators spend 90% of their time editing and 10% on ideas. Successful entrepreneurs flip this ratio entirely. The idea sets the bar for every video’s potential. Even a perfect execution of a weak concept will always underperform a strong idea with average execution.

    Use what I call the Creative Faucet Method: When you first turn on a faucet, dirty water comes out. But if you let it run, clear water eventually flows. Your brain works the same way.

    Set aside time each week to generate 30-50 raw video ideas using this breakdown:

    • 40% market research (analyze what’s working in your space)

    • 40% audience mining (scan comments and customer feedback for pain points)

    • 20% innovation (experiment with unexpected angles)

    From those concepts, 3-5 genuinely compelling ideas will emerge.

    2. Perfect your packaging

    Your title and thumbnail aren’t just about getting clicks; they’re your first credibility test. Every element should signal authority and expertise while creating enough curiosity to stop the scroll.

    Effective title frameworks for entrepreneurs:

    • The Contradiction: “Why I Don’t Use Email Marketing (Despite $10M in Revenue)”

    • The Insider Secret: “The Sales Tactic 99% of Entrepreneurs Get Wrong”

    • The Time Constraint: “Building a $1M Business in 18 Months: What I Learned”

    Limit yourself to three elements maximum: your face showing confidence or expertise, clear text that reinforces the title and one visual element that represents the outcome or result.

    With autoplay previews now showing 1-2 seconds of your video without sound, your opening moments have become part of your packaging strategy. Start with movement, compelling facial expressions or visual elements that immediately validate why someone clicked.

    3. Focus on metrics that predict success

    Ignore vanity metrics like subscriber count. Focus on three numbers that actually matter:

    • First 24-hour click-through rate: This predicts long-term performance better than any other metric. YouTube gives new videos an algorithmic boost during their first day, primarily showing them to your core audience. Strong early performance signals broader distribution potential.

    • Retention stability: Look for where your audience retention graph stabilizes after the initial drop-off. This shows you’re delivering on your promise and maintaining interest.

    • Catalog performance: 40-60% of your views should come from videos older than six months. This indicates you’re creating evergreen content with lasting value, not just riding temporary trends.

    Your starting point

    Don’t try to implement everything at once. Pick one area and master it:

    Week 1-2: Fix your ideas. Spend one hour every Sunday generating video concepts. Use customer emails, competitor analysis, and industry forums to find recurring questions and pain points.

    Week 3-4: Improve your packaging. Apply the “mobile glance test.” Shrink your thumbnail to 150 pixels wide (roughly mobile size) and see if you can understand it in one second. If not, simplify it.

    Week 5-6: Track what matters. Check your first 24-hour click-through rate in YouTube Studio. Anything above 8% is strong; above 12% is exceptional. Use this data to understand what resonates with your audience.

    Related: How Brands and Individuals Can Leverage YouTube to Scale Their Business

    Platform algorithms change constantly, but human psychology remains stable. When you build your YouTube strategy around how people actually discover, evaluate and consume content, you’re designing for constants rather than variables.

    The entrepreneurs who build lasting authority on YouTube don’t chase viral moments; they create systematic value that compounds over time. They understand that every video is both a standalone piece of content and a building block in their larger authority platform.

    Master these fundamentals, and you’ll have a YouTube presence that grows your business regardless of what changes the platform makes next.

    Most entrepreneurs are getting YouTube completely wrong. They’re copying entertainment creators, chasing viral moments and treating their channel like a content graveyard instead of the powerful authority-building platform it actually is.

    Here’s what they’re missing: YouTube now captures over 12% of total television viewing time, which is more than Netflix, Disney or any major network. When you upload a video, you’re not competing against other YouTubers. You’re competing against prime-time television.

    This changes everything about how you should approach the platform.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

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    AJ Kumar

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  • Closer or Colder? How AI Shapes Your Customer Relationships | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    I’m not going to lie, the latest generation of AI, especially large language models and agentic AI, is nothing short of impressive. At Human Cloud, we used tools like Claude and Windsurf to accomplish in 5 minutes what had previously taken us 5 years.

    On the surface, it’s a story of overnight magic. But dig deeper and you’ll find that the real magic wasn’t the AI itself; it was the five years of groundwork that came before. We spent that time using spreadsheets, Canva graphics, CRM automations and hacky off-the-shelf tools to create the right sales and delivery motion, and validate our customers’ needs.

    Only then did the AI become a true accelerator, as we used Claude, Windsurf and AWS to create the Human Cloud Platform in less than 5 minutes.

    This brings up a crucial point. AI can easily be a distraction, prioritizing hype and buzz over real revenue and profitability. Why? Because the fundamental principle of business remains unchanged: every breakthrough starts with a deep understanding of what your customers need.

    Before you invest another dollar in AI, ask yourself one question: Is this technology making us closer to our customers, or pulling us further away?

    Here are five steps to ensure AI helps you get closer.

    1. Manually implement before automating

    “Do things that don’t scale” is a famous startup moniker brought up by Paul Graham, co-founder of Y Combinator, in his essay in 2013. As a 4x founder myself, this ethos has always run true.

    In the case of AI, in every scenario, ask yourself if there is a manual alternative. If there is, try that first, then automate based on customer demand.

    Related: LinkedIn’s Reid Hoffman: To Scale, Do Things That Don’t Scale

    2: Capture enough manual feedback

    Step 1 is only half the story. The other half is ensuring you have enough of the right type of feedback to automate what really works. My strongest recommendation is to capture feedback that’s closest to customers actually paying, engaging and sharing.

    I learned this the hard way in a former startup. We spent 3 months listening and iterating on prototypes based on feedback. We were maniacal in the level of detail we captured, from the user experience to the design. Then we launched, and less than 5% of these users actually paid. Instead, we shouldn’t have listened to what they said, but instead prioritized what they did.

    If you want a book to help you capture the right type of feedback, check out The Mom Test.

    Related: How the ‘Mom Test’ Can Help You Cut Through B.S. and Find Important Answers

    3: Make AI accessible for everyone, not just AI experts

    Rather than investing in an AI team or hiring AI experts, give everyone an opportunity to apply AI across their team and their work.

    Preston Mossman, Senior Director of AI Consulting for Galaxy Square, told me, “learning to use AI is a muscle you have to build. A lot of people self-select out because they can’t use AI today to help them, but the first step is to accelerate their comfort and understanding in a way that feels valuable to them.”

    When asking Preston about ways companies have helped their leaders get comfortable with it, he brought up investing in AI-related tools for interested individuals.

    In his words, “if your mechanic told you about a $50 wrench that could get your job done just as well for half the cost, you would buy it for them or find a new mechanic (with the $50 wrench).”

    Leaders not using AI in 5 years will be like leaders not using a computer today.

    Related: Why Your AI Strategy Will Fail Without the Right Talent in Place

    4: Hire independent experts first

    Telling someone to use AI with no support is like telling someone to jump out of a plane without a parachute.

    Obviously, hiring AI experts as full-time employees would be expensive and out of reach for most of us. Likewise, AI trainings take time, might be expensive, and rarely has direct applicability from training to application.

    But a shortcut is hiring individuals who already use AI, as 65% of independent experts were already using AI as far back as 2024, and 95% of independent experts stated that AI makes them more competitive.

    This brings up step 4: to hire flexible talent first, with flexible talent defined as independent, freelance, and fractional experts.

    The data is clear that flexible talent upskills faster than full-time employees and is ahead of the curve in AI adoption and effectiveness. It’s not just AI, Deloitte research shows that the independent workforce upskills faster than their full-time peers.

    There are also four massive benefits of flexible talent compared to full-time. You can control cost. You have a quicker time to effectiveness. You learn by seeing their expertise. And the most important benefit is that this is the future workforce.

    To get started, look for a flexible talent platform that is specialized in your region, industry, and the application you need AI for. There are over 800 of these specialized solutions.

    Related: Solopreneurship and Freelancing Is Here to Stay — Are You Ready?

    5: Scale like the cloud

    We take for granted how transformational cloud computing has been for us entrepreneurs. Without getting too geeky, what it really did was enable us to scale in line with customer demand rather than taking big bets because of large fixed costs.

    Apply this same mindset to AI.

    Do you think your AI idea is the next big breakthrough that will transform your company, your industry, and the world? That’s great. Now go through steps 1-4 before you bet the farm.

    I’m not going to lie, the latest generation of AI, especially large language models and agentic AI, is nothing short of impressive. At Human Cloud, we used tools like Claude and Windsurf to accomplish in 5 minutes what had previously taken us 5 years.

    On the surface, it’s a story of overnight magic. But dig deeper and you’ll find that the real magic wasn’t the AI itself; it was the five years of groundwork that came before. We spent that time using spreadsheets, Canva graphics, CRM automations and hacky off-the-shelf tools to create the right sales and delivery motion, and validate our customers’ needs.

    Only then did the AI become a true accelerator, as we used Claude, Windsurf and AWS to create the Human Cloud Platform in less than 5 minutes.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

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    Matthew Mottola

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  • Why Marketing Agencies Are Struggling in 2025 | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    I run a boutique marketing agency, but despite our agency size, we work with some notable brands and growing, funded startups, but I am not going to sugarcoat it. Business has been slow. Earlier this year, we had a couple of clients who “put marketing on pause” despite the good metrics we were getting them, and a manufacturing client literally backed down from a contract because of the tariffs.

    At first, I took things a bit personally, but then when I connected with other fellow agency owners and consultants, I noticed that many of them were going through the same thing at some level, at least on the marketing side.

    The truth is that we’re at an inflection point. The forces reinventing marketing are not merely external; they’re structural. Economic shifts are the main driver, but also AI disruptions, talent trends and evolving client expectations are fundamentally altering the way value is delivered.

    Let’s analyze a bit more.

    Related: How to Grow Your Marketing Agency to 7 Figures

    Budgets are shrinking. Expectations aren’t.

    Economic indicators have been blinking yellow for a while. Persistent inflation, tariffs and international trade uncertainty, and increasing expenses are making marketing leaders hesitant to make firm, long-term commitments. In response, brands are reducing or freezing their expenditures and putting emphasis on demonstrating the worth of each dollar.

    Marketing agencies and consultants are feeling this impact across the board. Progress is no longer good enough. Clients need to see how your work is impacting the pipeline, sales and long-term growth. That equates to less experimentation and more emphasis on performance.

    AI is changing the game

    There is no question about AI’s power. It can create content and code, analyze performance and suggest campaign optimization. Several services that agencies once charged a premium for are now performed in-house or by automation software.

    Additionally, the hype around AI tends to outpace reality. This creates client doubt, price pressure and difficult questions regarding where human value still adds up. Spoiler: It still does. But you must deliver something AI can’t: strategic thought, real-world experience, subtle storytelling and intelligent execution linked to outcomes.

    Workplace models continue to evolve, and it’s generating tension

    A few clients are back in the office. A few teams are remote-first. Others are somewhere in between. And though that all sounds great in theory — but in practice, it’s proving problematic.

    Agencies are being called on to interact more face to face. Face-to-face meetings, strategy sessions and embeds are back, particularly with enterprise accounts. Meanwhile, it’s gotten harder to attract and retain top talent. People desire flexibility, yet clients want face time. It isn’t simple to balance these demands, compelling agency leaders to reconsider their hiring models and geographic scope.

    Related: A Marketing Agency Model That Actually Benefits the Client

    Commoditization is real

    A few years ago, simply having the skill and technology to launch a campaign or email program gave you an edge. That’s no longer true today.

    As martech platforms and AI tools proliferate, more brands have solid internal teams. Agencies can no longer just be functional experts. What clients really need now is insight, market context, tighter positioning, creative thinking and a point of view they can’t get in-house.

    Specialization isn’t optional anymore

    We’re seeing a strong trend away from generalist agencies and toward highly specialized partners. Whether it’s B2B SaaS, financial services, healthcare or multicultural strategy, clients desire teams that really understand their industry. You don’t necessarily need to concentrate on a single industry, but you do need to define a niche, a vertical, a channel or a methodology. The “we do it all” days are giving way to “we do this, and we do it better than anybody else.”

    Data measurement and privacy only get more complicated

    Regulatory pressure is building. With GDPR, CCPA and cookie deprecation, the traditional method of tracking performance and targeting audiences is eroding. For agencies, that creates a twofold challenge: staying compliant and delivering insights in an environment where data is harder to obtain and less precise.

    This means reimagining analytics strategies, investing in clean data practices and guiding clients through a more privacy-centric environment without sacrificing effectiveness.

    SEO and organic marketing are changing rapidly

    AI-driven results, such as Google’s SGE or AI mode, ChatGPT and Perplexity being used as search engines, are altering the way users search for and consume information. At the same time, the web is awash in AI-created copy — a little of it good, most of it bad.

    The moral is clear: Content volume is no longer enough. Brands must produce original content and produce it with skill. Agencies that help clients build genuine authority founded on quality, relevance and consistency will prosper, while those focused on quick victories will be lost in the din.

    Talent is elusive and costly

    The war for talent continues unabated. Leading strategists, creatives, media planners and analysts are costly, and they are aware of it. Meanwhile, clients are pushing back on fees.

    This reality squeezes agency margins and compels difficult discussions on staffing, automation and the degree of service actually viable. Intelligent companies are creating leaner organizations, tighter briefs and more streamlined operations without sacrificing quality.

    Sustainability and global stability are now core issues

    Clients are under growing pressure to meet obligations around sustainability, social responsibility and ethical business. That means their agency partners need to reflect those values as well. Add to that the geopolitical risks — wars, trade interruptions, regulatory shifts — strategic marketing needs to be as much about risk management as growth driving.

    Related: How I Created a Successful Marketing Agency

    Outcomes are more important than ever, even when you don’t have total control

    Clients want tangible outcomes, not just activity. However, agencies and consultants do not always have full control over what gets implemented. Internal delays, under-resourced teams and poor execution can all detract from performance. Nevertheless, external partners are still held to the same high standards of delivery.

    This is why early clarity is so essential. Clear definition of scope, realistic expectation management and agreement on timings are all critical. Those agencies that can conduct these discussions with confidence and openness will be the ones who can maintain trust when results are harder to achieve.

    If you are running a marketing agency or consulting firm, here is the takeaway: 2025 is not business as usual. It is about agility and doubling down on what you’re most valuable at, but also “back-to-school” time — catching up with AI and other trends in order to build a more sustainable business model.

    I run a boutique marketing agency, but despite our agency size, we work with some notable brands and growing, funded startups, but I am not going to sugarcoat it. Business has been slow. Earlier this year, we had a couple of clients who “put marketing on pause” despite the good metrics we were getting them, and a manufacturing client literally backed down from a contract because of the tariffs.

    At first, I took things a bit personally, but then when I connected with other fellow agency owners and consultants, I noticed that many of them were going through the same thing at some level, at least on the marketing side.

    The truth is that we’re at an inflection point. The forces reinventing marketing are not merely external; they’re structural. Economic shifts are the main driver, but also AI disruptions, talent trends and evolving client expectations are fundamentally altering the way value is delivered.

    Let’s analyze a bit more.

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    Al Sefati

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  • Danny DeVito ‘Benched’ By Jersey Mike’s for a Super Bowl MVP | Entrepreneur

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    Jersey Mike’s is bringing a new face to the table — and he’s no stranger to sports fans. The sub sandwich chain, ranked #2 on the 2025 Franchise 500, has tapped Eli Manning, the two-time Super Bowl MVP and longtime New York Giants quarterback, to star in its first-ever NFL campaign. The move, delivered with a wink, playfully benches actor Danny DeVito, who has served as the brand’s celebrity frontman for the past three years.

    The campaign signals a new era for Jersey Mike’s, which has been steadily growing from a regional favorite into a national powerhouse. With a recent majority investment from private equity firm Blackstone and a new partnership as the “Official Sub Sandwich Sponsor of the NFL,” the company is seizing the moment to expand its reach. Manning’s arrival as the brand’s latest spokesperson underscores its strategy: Use humor and star power to build deeper ties with sports fans while continuing to scale on a global stage.

    Related: Considering franchise ownership? Get started now to find your personalized list of franchises that match your lifestyle, interests and budget.

    Manning vs. DeVito

    The new ad introduces Manning as Jersey Mike’s newest spokesperson — only to have DeVito crash through the roof like a superhero and accuse him of stealing the spotlight. The spot highlights the contrast between the 6’5″ quarterback and the 4’10” actor, leaning into their banter as they go nose-to-nose.

    The video, titled, New Spokesperson, is a lighthearted way of ushering Manning in as the new face of Jersey Mike’s while keeping DeVito in the mix, bridging the brand’s past and future.

    Related: I Walked Away From a Corporate Career to Start My Own Small Business — Here’s Why You Should Do the Same

    Hometown spokesman

    DeVito’s role with Jersey Mike’s began in 2022, when he became the brand’s first-ever celebrity endorser. A native of Asbury Park, New Jersey, his campaigns often played on nostalgia and Jersey pride — a perfect fit for a company founded as a single sub shop in Point Pleasant in 1956. DeVito helped personify Jersey Mike’s as more than a sandwich chain, anchoring it in the state’s identity while connecting with audiences nationwide.

    The 80-year-old DeVito recently wrapped Season 17 of It’s Always Sunny in Philadelphia, which capped off another run of irreverent comedy with a surprisingly sentimental finale. In the closing episode, his character, Frank, took part in a parody of The Golden Bachelor that ended with a rain-soaked proposal opposite guest star Carol Kane, reuniting the duo decades after their time together on Taxi.

    Related: How to Turn Big Business Moments Into Lasting Brand Momentum

    A new chapter

    With Blackstone’s $8 billion investment earlier this year, the departure of founder Peter Cancro and the NFL sponsorship, Jersey Mike’s is a force in the franchise industry. The company, which opened its 3,000th location earlier this year, is positioning itself as a global quick-service giant, expanding its marketing footprint across television, streaming, digital platforms and international sports audiences. Manning’s presence — coupled with his business portfolio, which includes private equity and sports ventures like NJ/NY Gotham FC — gives the brand both credibility and reach in the sports world.

    As Jersey Mike’s shifts from a family-owned heritage brand to a private equity-backed global contender, its partnership with the NFL represents more than just advertising. It’s a sign that the sub shop once synonymous with easygoing New Jersey summers is now playing among the heavyweights.

    Related: What My First Failed Startup Taught Me — and How I Finally Got It Right 20 Years Later

    Jersey Mike’s is bringing a new face to the table — and he’s no stranger to sports fans. The sub sandwich chain, ranked #2 on the 2025 Franchise 500, has tapped Eli Manning, the two-time Super Bowl MVP and longtime New York Giants quarterback, to star in its first-ever NFL campaign. The move, delivered with a wink, playfully benches actor Danny DeVito, who has served as the brand’s celebrity frontman for the past three years.

    The campaign signals a new era for Jersey Mike’s, which has been steadily growing from a regional favorite into a national powerhouse. With a recent majority investment from private equity firm Blackstone and a new partnership as the “Official Sub Sandwich Sponsor of the NFL,” the company is seizing the moment to expand its reach. Manning’s arrival as the brand’s latest spokesperson underscores its strategy: Use humor and star power to build deeper ties with sports fans while continuing to scale on a global stage.

    Related: Considering franchise ownership? Get started now to find your personalized list of franchises that match your lifestyle, interests and budget.

    The rest of this article is locked.

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    Carl Stoffers

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  • This Company Gives Away 100% of Its Profits — And Its Thriving | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Even the staunchest capitalists acknowledge the tension between profit and social good. In a consumer-driven society, money often overshadows morals.

    Many founders claim their companies exist to make a difference, but in a system that prioritizes profits, good intentions are easily squeezed out. The Green brothers stand out as rare exceptions.

    Award-winning authors and YouTube trailblazers Hank and John Green have a storied history of supporting global health causes. At first, they did so by raising awareness with their platform. Now, the always innovative brothers are trying a more active form of philanthropy.

    Their latest venture, Good Store, is taking social justice to a new level, selling sustainable, quality products and donating 100% — yes, 100% — of profits to charity.

    Related: This Keepsake Reminds Me of My First Dream — And Why I’m Grateful It Never Came True

    Image Credit: Good Store

    The Fault in Our Systems

    While the Green brothers are best known for their bestselling novels and educational YouTube videos that have guided countless high school students, philanthropy is quite literally in their DNA. They grew up in a family deeply rooted in nonprofit work: their father worked at The Nature Conservancy, while their mother was a community activist.

    “Our parents are never proud of us when we accomplish anything other than giving money away,” John jokes.

    Early in his career, John worked at a tertiary care children’s hospital as a student chaplain — an experience that proved to be immeasurably formative.

    “Every kid who came into that place received excellent care,” he recalls. “It wasn’t perfect, and the outcomes weren’t always what people wanted, but everyone had a chance.”

    In 2011, brothers John and Hank Green launched the educational YouTube channel Crash Course. During that period, they became increasingly interested in global health equity, often brainstorming ways to support what John describes as “long-term interventions.”

    “I think I was probably a little more passive in my early activism,” John recalls. “But around the time of the success of The Fault in Our Stars, I realized I now had time — not just money, but also other resources — that I could use.”

    One of those resources was the small online merch store the brothers had started in 2008. They decided to direct its revenue toward improving healthcare in Sierra Leone, one of the world’s most impoverished nations.

    “It’s easy to feel paralyzed when trying to address the world’s problems — they’re endless, and horrors abound in every direction,” John says. “For us, the goal was to make a long-term investment in one community, so we could see the kind of positive change that unfolds over time.”

    Their first step was to consult trusted peers, asking who was doing the most effective work in these communities. Again and again, one name came up: Partners In Health, an organization they had already supported through their annual charity event, Project for Awesome.

    The brothers called them up, asking if they were interested in a more formal partnership, and the rest is history.

    “When we started providing support to the maternal healthcare system in Sierra Leone, about one in 17 women were dying during pregnancy or childbirth,” John says. “Today, it’s closer to one in 53. Our contribution is only a tiny part of that progress — most of the credit goes to the Sierra Leonean government and the Sierra Leonean people — but being able to play even a small role is a reminder that life doesn’t merely suck.”

    Related: Do You Give Discounts To Your Nonprofit Clients? I Don’t

    From Paper Towns to real impact

    In addition to material health in Sierra Leone, Good Store also supports causes like TB treatment in Lesotho, and coral reef restoration — all powered by the sales of everyday products like socks, underwear and soap.

    “We’re trying to create more ethical ways to consume the things you have to consume,” John says. “People need these essentials, so we want to offer them at a fair price, but with a different business model.”

    Shockingly, this model doesn’t exactly have investors tripping over themselves to join on. After all, the economic ROI of a company that donates all of its profits after breaking even isn’t exactly enticing to traditional capitalists.

    That means the brothers rely on their own money and investments from a few close friends to fund the business.

    “The deal is that we break even, and the rest of the money goes to charity,” John explains. “In the narrow sense, is that a good investment? No. But like, I’ve had investments that didn’t break even.”

    While he admits to hearing out “socially conscious” venture capitalists over the years, John believes the company doesn’t require outside money to be successful.

    “We’ve been growing steadily for the last 15 years, and I’m comfortable with that pace,” he says. “Having capital to accelerate growth would be exciting, but it would also come with strings I’m not comfortable with.”

    Conclusion

    Success for Good Store means more than just a positive profit margin. It means funding treatment for the 1.5 million people who die of tuberculosis each year, and helping lower maternal mortality rates in Sierra Leone.

    The world may not be a wish-granting factory, but for countless people around the globe, Good Store comes remarkably close.

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    Leo Zevin

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  • How to Consistently Exceed Customer Expectations | Entrepreneur

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    We’ve all heard the phrase, “underpromise and overdeliver.” Unfortunately, I often see businesses that tend to “overpromise and underdeliver,” failing to meet customers’ expectations.

    For me, it all comes down to trust. Can I rely on a company to consistently meet and exceed my expectations? As entrepreneurs, this can be a difficult question to confront. However, if you’re unsure how to respond, it may be time to reflect on your practices.

    Consistently exceeding expectations earns appreciation from others. What we truly desire is trust. In a landscape filled with wannabes trying to mimic reputable companies, the most effective strategy to differentiate yourself is not only to meet expectations but also to exceed them and then offer a little bit more.

    Related: If You Are Not Over Delivering for Your Customers, You’re Not Doing Enough

    Establish realistic expectations, then overdeliver

    Unfortunately, today’s consumers can grow accustomed to disappointment. That’s why companies that set realistic expectations are better positioned to achieve a high level of customer satisfaction. Here’s an example:

    While driving to lunch last week, a radio ad for replacement auto windshields caught my attention. Instead of touting how wonderful and fast the installers work or how great the company’s reviews and customer accolades are, the ad used a different strategy; they focused on realistic circumstances.

    “We may not always be perfect. Sometimes our employees punch in the wrong number or have trouble locating your address. At other times, we might underestimate how much time an installation will take. No, we’re not perfect, but you can rest assured that we’ll always do our best, make things right when needed and do everything possible to earn and keep your business.”

    The ad definitely caught my attention because I appreciated the company’s candor and honesty. In a world where most of us try to tune advertisements out, I’ll consider using the company the next time I need my windshield repaired or replaced.

    Why? Because my employees and I at Ditto Transcripts sometimes make mistakes. In the transcription industry, where turnaround time, accuracy and confidentiality are paramount, securing our clients’ trust and confidence remains our top priority. If we fail at any of these objectives, or if our transcripts don’t meet our 99% accuracy guarantee, I’ll do everything possible to correct the situation and satisfy the client as quickly as possible.

    The hidden ROI of overdelivery

    Most businesses strive to acquire new clients or customers, and on average, B2B companies can spend 20-50% of their annual revenue on this effort. Therefore, turning new clients into repeat customers is crucial for any company’s success.

    Given that repeat business is vital to our strategy and profitability, I personally review customer feedback and assess our service levels.

    For example, our Google reviews may include statements such as:

    • “Our transcripts were delivered early and accurately.”

    • “Their transcriptionist caught every word, even with poor audio quality.”

    • “You saved us, especially having such a tight deadline.”

    I genuinely appreciate it when our clients take the time to share positive feedback, as these reviews typically lead to repeat business. Moreover, when potential clients read favorable reviews, they are more likely to consider us for their transcription needs.

    By ensuring our clients are satisfied with our work, we can minimize or eliminate negative reviews. Always remember, taking the necessary steps to enhance customer satisfaction ultimately improves your return on investment (ROI) and bottom line.

    Related: This Is the Real Secret to Exceeding Your Customer’s Expectations

    What overdelivery looks like

    Often, it’s the small gestures that leave a lasting impression. For instance, sending a thank-you email to a new client is usually appreciated. However, a handwritten note can generate an even stronger sense of gratitude. Paying attention to these small details can lead to greater rewards.

    Consider what “overdelivery” looks like for your business. In our industry, it might include:

    1. Delivering transcripts ahead of schedule

    2. Proactively communicating with clients when issues arise

    3. Adding speaker labels or formatting without being prompted

    4. Following up with clients after delivery

    It’s important to note that “overdelivery” does not mean working for free or providing services at a significant loss. Instead, it involves exceeding client expectations through speed, accuracy, and quality. By focusing on successfully handling the small things, you may be surprised at the positive impact on your bottom line.

    Common mistakes that erode trust

    We’ve discussed many common mistakes that can erode trust and lead to revenue loss. However, a few of these mistakes are worth repeating.

    The first mistake is overcommitting while trying to secure new business. Most entrepreneurs have experienced this situation: Just as we’re nearing the finish line and sensing that our prospect is about to commit, a couple of concerns arise. In an effort to close the deal, we may overpromise without a clear plan for how to meet the customer’s expectations. Does that sound familiar?

    Overpromising simply to close a deal often results in underperformance and dissatisfied customers. To avoid this, it’s crucial to set realistic expectations from the start. Make sure to acknowledge the prospect’s concerns and assure them that you’ll develop a strategy to address their needs.

    Additionally, maintain open communication with the client to ensure their needs are consistently met. If, for any reason, you find that you cannot meet their expectations, be honest and communicate this as well.

    By establishing reasonable expectations, you and your team will have a better chance of overcoming challenges and pleasing the client. For example, saying, “Yes, Ms. Smith, I’m confident we can meet your 36-hour turnaround,” and then delivering the transcript sooner can help build trust and encourage repeat business.

    Build a culture of consistent overdelivery

    Now that you understand the importance of underpromising and overdelivering, it’s essential to instill this culture within your team. Leadership begins at the top, so ensure your employees comprehend your commitment to this approach. Focus not only on how this strategy benefits the company’s bottom line, but also on how it positively impacts individual employees.

    Start by evaluating your hiring practices. Are you looking for employees who take pride in delivering exceptional service? Acknowledge those who go “above and beyond.” Building loyalty and trust within your organization often leads to happier employees and satisfied customers.

    Create Standard Operating Procedures (SOPs) to improve quality control and internal communication. Ensure your team is clear about what they can and cannot do when handling customer issues. Proper training can enhance customer satisfaction and foster trust among your employees.

    Recognize consistent performance, not only extraordinary actions. While many appreciate acknowledgement for outstanding customer service, it’s crucial not to overlook those team members who consistently deliver excellent service. These are the employees you want to retain and incentivize.

    Empower your staff to make small decisions. Your sales team or customer service department typically interacts the most with clients and customers. Allow these employees to make minor concessions or resolve simple issues without needing to consult a manager.

    Discuss both positive and negative customer reviews and identify ways to improve in both areas. Owners and managers often focus on negative reviews, especially when they mention specific employees, shifts or departments. While addressing negative feedback is necessary, it’s equally important to recognize those who contributed to positive experiences and discuss how to implement these successful practices throughout your organization.

    Related: Trust Should Be the Foundation of Your Business — Here’s How to Earn It.

    Trust still — and always — matters

    The ability to underpromise and overdeliver is the cornerstone of many successful enterprises. The suggestions and recommendations I’ve outlined are more about common sense than complex strategies. However, every entrepreneur, including myself, needs constant reminders of their importance.

    Every time your organization delivers more than it promised, your trust factor increases significantly. Consistently overdelivering helps build a strong culture of trust, both internally and externally.

    The late Fred Smith, founder of FedEx, established a solid reputation by promising next-day and two-day package delivery. This positive reputation helped him secure a loyal customer base, even when his company’s rates were higher than those of competitors. More importantly, Mr. Smith built trust through consistent performance.

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    Ben Walker

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  • Gen Z’s Limiting Screen Time — Here’s How to Reach Them Now | Entrepreneur

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    I’m sure you’ve heard these comments before: “The youth today are addicted to their phones.” Although there are plenty of stereotypes about the youngest generations, some of these common assumptions are not always true.

    Recent studies have confirmed that Generation Z, aka Gen Z, aka Zoomers, the oldest of whom are 28 this year, are turning the corner on their “always on” reputation.

    New research shows that 81% of Gen Z adults (and 78% of millennials!) often wish they could disconnect from digital devices more easily, and 74% of them feel real-life experiences are more important than digital ones. Another study showed that nearly half (46%) limit their screen time in some way, with 17% saying they limit their screen time on all or most days.

    Even more telling: Searches for “digital detox ideas” and “digital detox vision boards” are also up by 72% and 273% respectively.

    In a quest for balance, people are looking to get offline. This is why it’s increasingly important to get creative with your marketing tactics, something I’ve leveraged successfully to build a $100 million business from nothing, without any capital injections or funding.

    Gen Z may not be the largest population in the U.S., but they have real buying power. Studies show that these young trend-setters impact family spending habits as much as 77%.

    So here are two ways to connect with Gen Z on their terms and generate more revenue for your business.

    Related: 5 Simple, Science-Backed Ways Entrepreneurs Can Connect With Gen Z

    Use the offline tactic that led 91% of Gen Z to make a purchase last year

    Gen Z was the first generation to grow up fully online. As a result, offline marketing is novel again. Whether this is radio, print magazines or even in-person marketing, 74% of Gen Z consider real-life experiences as more important than digital ones.

    Research shows that direct mail, in particular, works well with Gen Z. In fact, it’s reported that 72% of the Gen Z population said they would be disappointed to no longer receive mail, and that they look forward to receiving it every day.

    Not only does this generation appreciate mail, they respond to it — 91% of Gen Z say they’ve made a purchase as a result of mail they received.

    This is something I’ve seen firsthand in my own business. We analyzed 115,393 leads generated in 2024 — the sum of all our direct mail and digital leads, no cherry picking whatsoever — and discovered that we made $253.54 per direct mail lead and only $41.60 per digital lead. That’s over a 500% difference!

    Even though direct mail has been around for decades, that doesn’t mean it’s without newfound bells and whistles that will help you appeal even more to today’s generation. Digital printers have made highly personalized mail pieces possible. Today, it’s easy to include eye-catching personalizations on individual mailers, like a recipient’s first name, a stock image of someone in the same demographic group or even product images related to past purchase behaviors and more.

    Another modern-day trick is direct mail automation, which allows your business to tap into unique events along the customer journey with trigger-based mailings. The carves out a highly personalized experience for prospects and customers alike. For example, imagine visiting an ecommerce website and shopping around without making a purchase. If you received a postcard a couple of days later featuring the product you were looking for with a 15% discount code, would you be tempted to go back and buy? I know I would!

    Direct mail automation like this is still a relatively new technology, which means you have time to jump on it and run a few tests for your business to see if it works — likely before your competitors do the same.

    Related: How to Boost Your Business With Direct Mail Automation and Retargeting — a Detailed Beginner’s Guide

    Attention is worth its weight in gold, so diversify your marketing to boost attention on your campaign by 39%

    Gen Z loves video — whether they are actively trying to reduce screen time or not. From TikTok to YouTube, they love short- and long-form video content. Research confirms that more than half (60%) of all TikTok users are Gen Z, and 51% visit YouTube daily. So, including video content in your marketing strategy is important.

    In my business, we’ve capitalized on this by including more video in online marketing. We took some of our video case studies and shortened them for social media ad content. As a result, our average number of social media leads per week doubled from 174 in 2022 to 356 in 2023! That’s a 105% increase, and it’s held steady since then.

    Yes, Gen Z is limiting screen time, but that doesn’t mean they’re eliminating it. I advise you to make the most of the hours they spend scrolling — or even sitting on the couch watching Netflix.

    The best part about leveraging video ads on popular platforms as well as on TV is that you can target the same groups of people on your mailing lists. It’s a great way to stay in front of your most qualified leads and keep your business top of mind.

    I recommend obtaining a list of your ideal prospects and targeting them with direct mail and video ads on Facebook, Instagram and even ad-supported connected TV (CTV). When they wake up and check their phones, they come across your video ad on Instagram, then in the afternoon they receive a postcard from you, and in the evening they see a CTV commercial about your business in between shows on Amazon Prime.

    This creates an effect where prospects feel like they are seeing your business everywhere. I even created a service to do exactly this, called Everywhere Small Business, in case you want to try this approach without managing all of the ads on separate platforms yourself.

    Related: I’ve Helped 124,393 Entrepreneurs With Their Advertising — Here Are My Top 3 Secrets Proven to Generate Results

    Studies show that this type of multi-channel, integrated approach garners 39% more attention than single-media campaigns. That’s the kind of lift in response that could be the key to shortening your sales cycle and boosting revenue — and it’s even more effective when it runs on autopilot while you focus on more important things.

    In my 27-plus years of experience in marketing, I’ve learned that these tactics will help turn heads both online and offline. Whether it’s for the youngest or the oldest generations, these strategies will deliver real results.

    I’m sure you’ve heard these comments before: “The youth today are addicted to their phones.” Although there are plenty of stereotypes about the youngest generations, some of these common assumptions are not always true.

    Recent studies have confirmed that Generation Z, aka Gen Z, aka Zoomers, the oldest of whom are 28 this year, are turning the corner on their “always on” reputation.

    New research shows that 81% of Gen Z adults (and 78% of millennials!) often wish they could disconnect from digital devices more easily, and 74% of them feel real-life experiences are more important than digital ones. Another study showed that nearly half (46%) limit their screen time in some way, with 17% saying they limit their screen time on all or most days.

    The rest of this article is locked.

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    Joy Gendusa

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  • How This Entrepreneur Went From Small Business to $25 Million | Entrepreneur

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    It’s hard to imagine modern life without air conditioning, heating and plumbing. For Josh Campbell, founder of Rescue Air and Plumbing, these necessities have been the foundation of his success as an entrepreneur.

    “We may as well be doctors,” Campbell says. “Doesn’t matter what’s happening in this world — we can’t have our quality of life without [these services].”

    Rescue Air and Plumbing doesn’t just rely on necessity for growth, however. The $25 million business has achieved success due to the ingrained, small-town values Campbell grew up with.

    “We treat people like we did when we grew up in the country, and we do what we say we’re gonna do,” he says. “Because if you burned a bridge where I’m from, that burnt bridge is gonna follow you forever.”

    Related: These Brothers Turned a 2-Man Operation Into One of the Most Trusted Companies in Their Area. Here’s How.

    This service mindset gives Rescue Air and Plumbing an edge in an industry where customers often feel like just another transaction.

    “[Businesses in Dallas] tend to move through people a little more. You burn a bridge here, you just move on to a new person,” Campbell says. “So I think having a country upbringing gives us a big competitive advantage in the city.”

    Campbell built his business around the idea that when people feel seen and cared for, not just sold to, they’ll keep coming back. “We do a killer job, and it’s just included in the service,” he says. “Once somebody uses us and they experience how well we do it and how differently we do it, they keep using us.”

    From the start, Campbell had a clear vision for growth. One of his most significant milestones came when he acquired a local plumbing business in 2022, expanding the company to more than 100 employees. “It’s very, very healthy in your company to demonstrate that you’re growing in interesting ways that people want to be a part of,” he says. “If you’re not growing, look for turnover in your company.”

    Related: Two Industry Leaders Share Their Best Advice for Restaurant Owners – And Reveal the Exact Amount You Can Raise Prices Without Losing Customers

    The decision to expand beyond HVAC services wasn’t just about increasing revenue. Campbell sought opportunities that aligned with Rescue Air’s existing customer base, team culture and operational strengths.

    “If you buy a company, you’ve bought an entire system,” he says. “Don’t change anything. Don’t break the machine. It’s already enough discomfort and change [for the employees].”

    The acquisition taught him that timing, resources and a clear purpose are essential when planning an expansion. You must be ready for new responsibilities and understand the workings of the business you’re plugging into your own.

    Campbell’s advice is to take things slow. Acquired businesses come with their own set of procedures and people. He recommends waiting two to three months to make changes, so new employees feel valued instead of confronted by changes to their daily work life.

    “If you’re gonna change the pay plan, it better improve their quality of life,” he says. “Give them wins before you start doing any procedural stuff they might not see any gains out of.”

    That same philosophy shapes his leadership style. Campbell focuses on creating an environment where his team can succeed, because when they win, the company wins.

    Related: This Is What the CEO of Kickstarter Wishes Aspiring Entrepreneurs Knew

    Campbell also stresses the importance of structure, time management and personal discipline. “I think it really is important as entrepreneurs to be mindful about your time,” he said. “So often you’re pulled in a million directions, so having those habits or things you do that are for yourself and for your business on a recurring basis are really important.”

    This discipline extends to finances as well. Although financial oversight might not be every business owner’s favorite task, Campbell views it as essential to informed decision-making.

    “If you don’t know your P&L, there is a ceiling for how far you’re gonna be able to grow your business,” he says. “Truly, if you wanna operate your business successfully and even think about growing, you have to know your numbers.”

    Whether it’s integrating a new acquisition or serving a long-term client, Campbell’s approach centers on transparency and accountability. “Don’t leave anybody in the unknown,” he says. “Over-communicate, as uncomfortable as it might be.”

    It’s this commitment that drives Rescue Air and Plumbing’s reputation and growth and sets it apart in a competitive industry. For Campbell, the equation is simple: Treat people right, follow through, and build customer trust that lasts.

    Related: She Created the Dance Studio She Was Looking For. Now, It’s a Nationwide Brand.

    After growing Rescue Air and Plumbing into a trusted name in the Dallas area, Campbell shares the guiding principles of the company’s success that can help other service businesses thrive:

    • Invest in people first. Whether it’s a customer or a team member, relationships matter. Be honest, keep your word and show people you value them beyond the transaction.
    • Lead with integrity. Always keep your promises to customers. Reliability and consistency are the foundation for long-term customer relationships.
    • Build a team you trust. Surround yourself with people who care about doing the job right. Set employees up for success by outlining clear expectations and processes.
    • Stay resilient through challenges. While navigating the ups and downs of running a business, staying true to your values can help you persevere.
    • Focus on lasting trust. Success in the service industry isn’t just about solving problems. It’s about earning a place in the customer’s life as a trusted partner.

    Watch the episode above to hear directly from Josh Campbell, and subscribe to Behind the Review for more from new business owners and reviewers every Wednesday.

    Editorial contributions by Jiah Choe and Kristi Lindahl

    This article is part of our ongoing America’s Favorite Mom & Pop Shops™ series highlighting family-owned and operated businesses.

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    Emily Washcovick

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  • AI Design Tools May Have Finally Caught Up | 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.

    Running a business today often means juggling marketing, client communication, and internal planning, and each of those tasks benefits from clear, professional visuals. Hiring a designer every time you need an infographic, chart, or logo is costly, while DIY solutions can eat up hours that should be spent on running the business.

    InfographsAI is a more efficient path. This AI-powered tool generates polished infographics, charts, mind maps, and logos in as little as four minutes. Instead of wrestling with templates that look like everyone else’s, the platform builds unique designs from your actual content, and right now, it’s only $49.99 (reg. $360) for a lifetime subscription.

    Professional quality AI designs

    Saving any time as a business owner is huge. With InfograpshsAI, a sales report can become a bar graph ready for a client presentation, or a long block of text can be reworked into a shareable infographic for social media. If you’re building a brand identity, the AI logo generator provides multiple professional variations in seconds. Everything you create can be edited manually, allowing you to fine-tune the details and match your branding across different platforms.

    A built-in fact-checking system helps ensure your data is up to date, reducing the risk of presenting outdated numbers or information. With support for more than 100 languages and automatic brand integration, InfographsAI scales with businesses that need to reach diverse audiences quickly.

    The platform continues to expand with frequent updates, adding new features such as image generators and fresh design templates. Users praise it for turning messy notes, static PDFs, or pitch deck drafts into visuals that impress teams and clients alike.

    If you need high quality visuals and don’t have room in the budget for a designer, AI is a good alternative.

    Get an InfographsAI lifetime subscription on sale for $49.99.

    InfographsAI: Lifetime Subscription

    See Deal

    StackSocial prices subject to change.

    Running a business today often means juggling marketing, client communication, and internal planning, and each of those tasks benefits from clear, professional visuals. Hiring a designer every time you need an infographic, chart, or logo is costly, while DIY solutions can eat up hours that should be spent on running the business.

    InfographsAI is a more efficient path. This AI-powered tool generates polished infographics, charts, mind maps, and logos in as little as four minutes. Instead of wrestling with templates that look like everyone else’s, the platform builds unique designs from your actual content, and right now, it’s only $49.99 (reg. $360) for a lifetime subscription.

    Professional quality AI designs

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    Entrepreneur Store

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  • Co-founders of Stakt on Starting a Side Hustle Earning $10M in 2025 | Entrepreneur

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    This Side Hustle Spotlight Q&A features New York City-based friends and co-founders Millie Blumka, 31, and Taylor Borenstein, 31. The pair started a side hustle in 2021 called Stakt, an adaptable workout accessories brand.

    Blumka was a director of brand partnerships at Showfields and Borenstein was a product implementation manager at Bloomberg when they invested about $50,000 of their personal savings into the business. The co-founders have since grown it from a two-person operation to a lucrative business on track for $10 million in revenue in 2025 as it scales across Amazon, DTC and B2B.

    Read exactly how they did it, here.

    Image Credit: Courtesy of Stakt. Taylor Borenstein, left, and Millie Blumka, right.

    Responses have been edited for length and clarity.

    When did you start your side hustle, and where did you find the inspiration for it?
    Blumka and Borenstein: We had the idea for Stakt back in 2020 when home workouts became the norm and our old yoga mats just weren’t cutting it. We needed more support and versatility for the variety of workouts we were doing like sculpt and pilates, and we couldn’t find a mat that could keep up. We found inspiration through our own personal need and noticing many trainers we looked up to were rolling their mat in half to get extra support…we knew there had to be a better way.

    Related: This Couple’s ‘Scrappy’ Side Hustle Sold Out in 1 Weekend — It Hit $1 Million in 3 Years and Now Makes Millions Annually: ‘Lean But Powerful’

    What were some of the first steps you took to get your side hustle off the ground? How much money/investment did it take to launch?
    Blumka and Borenstein:     Neither of us had started a business before, let alone created a product, so the first step was a lot of networking. We spoke with friends of friends to try to understand how you even go about creating a product. We also did a lot of surveying to understand if this was an “us” problem or if other people were struggling with this, too. We each invested $25,000 of our own savings to get the business off the ground and have invested profits ever since.

    Image Credit: Courtesy of Stakt

    If you could go back in your business journey and change one process or approach, what would it be, and how do you wish you’d done it differently?
    Blumka:     If I could go back, I’d probably establish our lanes much earlier. In the beginning, we both tried to touch everything and be hands on for every aspect of the business. Once we defined who owned what, things became so much smoother. Having those roles in place earlier would have saved us a lot of time.

    Borenstein: I probably would have hired customer service support sooner, as we spent a lot of our time on customer experience when we could have spent it building the business.

    Related: These Friends Started a Side Hustle in Their Kitchens. Sales Spiked to $130,000 in 3 Days — Then 7 Figures: ‘Revenue Has Grown Consistently.’

    When it comes to this specific business, what is something you’ve found particularly challenging and/or surprising that people who get into this type of work should be prepared for, but likely aren’t?
    Borenstein:     Before starting a consumer brand, I had always thought, How hard could it be if you have a good product? It turns out the product is just the first step: Growing a business takes a ton of discipline, hard work, networking and efforts across all verticals to really make it successful.

    Image Credit: Courtesy of Stakt

    Can you recall a specific instance when something went very wrong — how did you fix it?
    Blumka:     We once had an entire container of inventory arrive damaged, and we didn’t feel comfortable selling it. Instead, we donated the mats to local organizations and used them for community events. It left us out of stock for a while, so we leaned on pre-orders and reframed the challenge as a marketing opportunity.

    How long did it take you to see consistent monthly revenue? How much did the side hustle earn?
    Blumka:     We didn’t pay ourselves until we decided it was time to make Stakt our full-time jobs instead of just a side hustle.

    Borenstein: It took about a year before things leveled out and we saw consistent monthly revenue. For the first year, there were good months, great months and bad months — eventually it became more consistent and easier to predict.

    Related: At 24, She Immigrated to the U.S. and Worked at Walmart. Then She Turned Savings Into a ‘Magic’ Side Hustle Surpassing $1 Million This Year.

    What does growth and revenue look like now?
    Blumka and Borenstein:     We are on track to do $10 million in revenue this year — doubling what we did in 2024.

    Image Credit: Courtesy of Stakt

    What do you enjoy most about running your business?
    Blumka:     The combination of creativity and community. I love taking an idea and turning it into something people genuinely connect with. That said, the real reward is seeing our products out in the wild, with people actually using and loving them. Building community around movement and wellness has been the most fulfilling part. Plus, doing it alongside my best friend is the biggest bonus.

    Borenstein: At some point, this truly stopped feeling like work. Stakt is an extension of me and my family, and every day I get to work with my best friend and my husband (whom we hired last year). I love that I can make my own schedule, my hard work is rewarded with the growth of my own business, I meet awesome people, and I get the opportunity to design new products and see them come to life.

    “Chaos is part of the journey.”

    Based on your journey so far, what’s your best advice for aspiring founders?
    Blumka:     There will never be a perfect time, perfect product or perfect plan, but you have to start somewhere. There will always be a reason to wait, but the real progress starts once you launch. This is when you can adapt, learn and grow.

    Borenstein: Everyone will have advice, but trust your gut — there’s no single playbook. And remember, no one has it all figured out; the chaos is part of the journey.

    Want to read more stories like this? Subscribe to Money Makers, our free newsletter packed with creative side hustle ideas and successful strategies. Sign up here.

    This Side Hustle Spotlight Q&A features New York City-based friends and co-founders Millie Blumka, 31, and Taylor Borenstein, 31. The pair started a side hustle in 2021 called Stakt, an adaptable workout accessories brand.

    Blumka was a director of brand partnerships at Showfields and Borenstein was a product implementation manager at Bloomberg when they invested about $50,000 of their personal savings into the business. The co-founders have since grown it from a two-person operation to a lucrative business on track for $10 million in revenue in 2025 as it scales across Amazon, DTC and B2B.

    Read exactly how they did it, here.

    The rest of this article is locked.

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  • How AI’s Defining Your Brand Story — and How to Take Control | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    If you ask a large language model (LLM) like ChatGPT or Google Gemini to solve your customers’ pain points, it will give you an answer based on the easiest-to-verify information. That often includes published articles, consistent founder commentaries, structured product pages and other third-party references. If those answers do not include your brand, these learning models default to featuring your competitors.

    That’s the practical risk facing every founder today. As more work is automated and teams are expected to deliver more with less, clarity and credibility become the real leverage. Thought leadership is how you make yourself findable and trustworthy in this machine-mediated era.

    Related: How to Get Your Business Recommended by AI Tools Like ChatGPT — and Win More Clients

    Founder-led storytelling remains the strongest defense for brand voice and trust

    Your brand voice is essentially your company’s personality. If you don’t define it, it will show up differently across every channel. The best way to set it is through your origin story. As the founder, only you can explain in clear and plain language why the company exists, what it stands for and who it’s built to serve.

    Once that story is established, make it the reference for everyone, both internally and externally. Put it in your website’s About page, your brand guide, and your sales and support playbooks. Marketing, sales and customer support can then use the same voice and terms. This will create a brand that is more consistent and can easily gain the trust of people wherever they encounter it.

    Build an algorithm-aware media strategy to boost rankings in Google and AI-driven searches

    Thought leadership only works when it can be verified, which means you have to make it easy for search engines and LLMs to back up your claims.

    Start with the questions your buyers actually ask. Most revolve around defining the real problem, comparing options and reducing risk. Answer those questions where authority already exists in your niche. This could be through credible industry outlets, top-tier publications and expert communities. Use bylines and interviews that offer unique insights (not recycled talking points). On your website, turn the same answers into clear explainers with precise terms, clear CTAs and referenceable data.

    To make your content easy for machines to verify and include you in search results, add a special code to your website that explicitly tells search engines who the founder is, what your company is, what your products are and which articles you wrote. This helps connect all the pieces for LLMs to prove that a real expert with a credible backstory runs your company.

    Additionally, you can maintain a current press page with original headlines and dates. Treat trusted review sites, relevant directories and active communities as part of your digital footprint. The goal is a clean trail of evidence that points back to you, so when an LLM composes an answer, your materials are the easiest to cite.

    One thing you must remember is always to keep your language aligned with how buyers search. Use their words. Write headlines that mirror actual searches. If the industry’s terminologies change, start incorporating those new terms into your messaging. However, frame these new terms within your unique brand philosophy to avoid sounding generic (like everyone else). This helps you rank in Google and increases the odds that an LLM selects your content.

    Related: How to Make Sure ChatGPT Recommends Your Products — Not Your Competitor’s

    Lead with authenticity and adopt an adaptive approach to stay ahead of AI changes

    As AI systems and their search results continue to evolve, the best way to stay ahead is to ground your brand in authenticity. This means making clear and testable claims and consistently relating your services and products to consumers. Such transparency builds credibility with the public while giving LLMs a history of precise, trustworthy updates to learn from.

    A practical way to get this done is with a monthly review cycle. Each month, see how AI models are describing your brand and your market. If you spot a gap between their summary and your actual status, you can close the gap with a new case write-up or a refreshed product page.

    You’ll also want to monitor changes in search engines like Google. To stay visible, watch how the results page changes and format your content to match what works best, like creating Q&A sections. An internal style guide with official (approved) verbiage and up-to-date stats can also be helpful, as it allows your team to create new content quickly that’s consistent in all channels.

    Related: How to Train AI to Actually Understand Your Business

    Redefining the founder’s role in the AI era

    These three strategies are not a series of short-term hacks to outsmart AI. These are the foundational works of building a sustainable digital reputation.

    In an era where generic information is endlessly commoditized by AI, your unique judgment, firsthand experience and specific point of view as a founder are the only true differentiators. I have personally designed (and proven) these strategies to make that authentic human expertise so clear and well-documented that both machines and people can recognize and rely on them.

    Remember that you are not only trying to avoid being misrepresented by AI; you are actively building a moat of credibility that competitors who rely on vague claims and recycled content cannot cross. This redefines a core part of your job as the founder: to be the only source and chief editor of your brand’s voice.

    If you ask a large language model (LLM) like ChatGPT or Google Gemini to solve your customers’ pain points, it will give you an answer based on the easiest-to-verify information. That often includes published articles, consistent founder commentaries, structured product pages and other third-party references. If those answers do not include your brand, these learning models default to featuring your competitors.

    That’s the practical risk facing every founder today. As more work is automated and teams are expected to deliver more with less, clarity and credibility become the real leverage. Thought leadership is how you make yourself findable and trustworthy in this machine-mediated era.

    Related: How to Get Your Business Recommended by AI Tools Like ChatGPT — and Win More Clients

    The rest of this article is locked.

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    Danielle Sabrina

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  • DJ Khaled is Changing Men’s Grooming With This Partnership | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Social media puts every aspect of our appearance under a microscope, and insecurities are more visible than ever. You’re not just worried about coworkers noticing a bald spot or a grey patch — everyone can see everything about you online.

    But as any savvy entrepreneur knows, small problems can spark big opportunities. Rewind It 10, a beard dye brand, is capitalizing on that very tension. By partnering with music and entertainment mogul DJ Khaled, the brand is turning a confidence crisis into a growth strategy — boosting self-assurance for customers while driving its bottom line.

    All he does is win

    The best celebrity partnerships happen organically, and this one is no exception. Khaled was already a Rewind It 10 customer before he became a spokesman, using the product regularly.

    “I use this product every day — especially when I get a haircut,” he says. “Back when we were making it, they let me test it out, and they even gave me one to use before my official box was ready.”

    He likens the dye to a favorite cereal or sneaker — something you reach for without thinking twice.

    But for Khaled, the product itself is only part of the draw. What really attracted him to Rewind It 10 was the team behind it. The brand was launched in October 2023 by beauty mogul Carolyn Aronson, entrepreneur Jeff Aronson and Khaled’s fellow music mogul Fat Joe.

    “Fat Joe is my brother,” Khaled says. “He’s supported me since day one, so when he brought me the chance to help sell a product I already love, it was a no-brainer.”

    Khaled also has deep respect for the Aronsons and the empire they’ve built in hair care, calling Carolyn “the queen.” Carolyn, a Puerto Rican-born entrepreneur, turned her experience as a hairstylist and salon owner into a global brand.

    She founded It’s a 10 Haircare in 2005, best known for its Miracle Leave-In product, and has grown it into a $500 million-a-year powerhouse.

    Her husband, Jeff, serves as CEO and president, bringing leadership experience from roles including Titan Fighting Championships and Arco Property Management. He joined It’s a 10 in 2017, helping scale the brand alongside Carolyn’s vision.

    “What they’ve built is a winning team,” the All I Do is Win rapper says. “And I believe winners should work with winners, and create more winners.”

    So far, Khaled’s beard dye has lived up to the standard he set with that 2010 hit, becoming the best-seller in Rewind’s celebrity ambassador line, which also includes Travis Kelce.

    ‘Major Key’ alert

    Khaled has built an identity on catchphrases, one of the many reasons the Rewind team wanted to work with him. From “We the Best” to “Another One”, the man figured out long ago how to apply classic marketing techniques of short, memorable slogans to the social media age. For his “Real Black” beard dye, Khaled landed on “Why fight time when you can rewind time.”

    “When I come up with something like that, it’s not a slogan — it’s from my heart and soul,” Khaled says. “Rewind just enhances the glow God gave us. Like a fresh haircut — do the full works, let the barber do his thing. Music, fashion, lifestyle — it’s all art, and barbers are artists too.”

    But key to Khaled’s success isn’t just his knack for catchy slogans — it’s his immeasurable, infectious self-confidence. And that’s precisely what Rewind is trying to sell.

    “Confidence is beautiful,” Khaled says. “It’s a divine power that tells you, ‘Yo, you can do this,’ and reminds you who you are. Once you build that confidence, it’s only going to help you in everything you want to accomplish.”

    For Khaled — and countless others — looking good is a crucial part of that confidence. But it’s not just about turning heads. It’s about maintaining a level of excellence and, as he puts it, “upkeeping the blessings God gave us.”

    “We’re talking about beards and looks, but I see it deeper than that,” he says. “God made us beautiful either way — haircut or no haircut — but it’s like having a beautiful house and not trimming the grass, watering the plants, or taking care of the mango tree. You’ve got to upkeep it. Same with the beard and the hair — that’s the best way to break it down.”

    Social media puts every aspect of our appearance under a microscope, and insecurities are more visible than ever. You’re not just worried about coworkers noticing a bald spot or a grey patch — everyone can see everything about you online.

    But as any savvy entrepreneur knows, small problems can spark big opportunities. Rewind It 10, a beard dye brand, is capitalizing on that very tension. By partnering with music and entertainment mogul DJ Khaled, the brand is turning a confidence crisis into a growth strategy — boosting self-assurance for customers while driving its bottom line.

    All he does is win

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    Leo Zevin

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  • How I Helped a Local Company Generate $5 Million in 6 Months | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Most people think you need a massive ad budget to grow fast. But earlier this year, I helped a service-based business generate over $5.1 million in just six months — and we did it by focusing on strategy, not spending.

    Let’s Get Moving started as a single-location moving company. Today, we have over 70 locations across North America, and I’ve led the SEO and digital marketing behind that growth.

    We didn’t rely on hacks or hope. We built a system that generated consistent, high-converting leads across every franchise, even in highly competitive markets like Toronto, Vancouver and Houston.

    This is the real story of how we scaled and what any entrepreneur running a service business can take away from it.

    Related: 31 Ways to Market Your Business on a Budget

    1. We consolidated a disjointed online presence into a scalable system

    When I first joined the team, Let’s Get Moving had four active locations: Toronto, Vancouver, Edmonton and Hamilton. Each operated under its own subdomain, a structure that not only fragmented our brand identity but also made it nearly impossible to build SEO authority across the board.

    While Google Ads were driving decent results, the long-term organic growth potential was being held back by a lack of a centralized SEO strategy.

    Our first step was to rebuild the digital foundation — migrating all locations under one unified domain structure, developing dedicated SEO-optimized pages for each city and implementing a consistent content and review strategy across all franchises.

    That move alone positioned us for exponential, scalable growth and created a system we could replicate as we expanded to 70+ locations.

    2. We built location pages that actually convert

    Most franchise websites create a page for each city, add the name of the location and call it a day.

    We went deeper. Every location page became its own mini landing page optimized for the keywords people actually search in that city (like “movers in Chicago with great reviews”), with real reviews, service highlights and clear CTAs.

    We didn’t just want visibility. We wanted calls, quotes and bookings.

    This helped us dominate local search in dozens of markets without paying for clicks.

    3. We turned Google Business Profiles into lead machines

    Google Business Profile (GBP) isn’t a “nice to have” — it’s your homepage for local customers.

    We optimized over 70 GBP listings to show up in the top three of Google Maps (the “map pack”) by:

    • Consistently updating business details, hours and photos

    • Encouraging genuine, timely reviews from happy customers

    • Posting regular updates and offers

    • Using BrightLocal to monitor ranking and visibility

    For some locations, our Google Business Profile drove more than 50% of inbound leads. It was free. And it worked.

    Related: Ultimate SEO Guide On How to Get 100,000 Visits Per Month From Google

    4. We created content with the customer’s real questions in mind

    We didn’t blog just to blog. We asked:

    “What is our customer Googling the moment they realize they need our service?”

    Then we answered those questions clearly, concisely and locally.

    For example:

    • “How much do movers cost in Toronto?”

    • “Can I hire movers on the same day in Los Angeles?”

    • “What’s the best time to move to NYC to save money?”

    This kind of content didn’t just get traffic — it built trust. It positioned us as the go-to expert before they ever picked up the phone.

    We also focused on formatting. Every article used conversational headlines (based on actual search terms), bullet points for scannability and short paragraphs that respected the reader’s time. We weren’t trying to sound like a content mill. We wrote like humans answering real questions.

    And it paid off. The more content we published, the more leads came in — and we were ranking for high-intent searches across dozens of cities, all without spending a dollar on paid traffic.

    5. We scaled without sacrificing quality

    One of the biggest challenges with franchise growth is maintaining consistency across all locations. To solve that, we built internal systems to support every franchise equally — a strategy that many overlook when implementing SEO for franchises.

    This included:

    • Centralized SOPs for SEO and content

    • Shared review generation templates

    • A monthly dashboard for rankings, calls and traffic

    • Ongoing support and local keyword research for every new franchise launch

    By giving each location the tools to succeed and tracking performance, we created a self-sustaining lead generation system.

    The result

    In six months, our combined locations generated over $5.1 million in tracked revenue without relying on PPC, traditional advertising or gimmicks.

    And we’re still growing.

    What other entrepreneurs can learn from this

    Even if you’re not in the moving industry or don’t run a franchise, here are the key takeaways that apply to any service-based business:

    • Think beyond traffic, and optimize for search intent and conversion.

    • Treat every local market like its own opportunity.

    • Build a brand people trust before they ever contact you.

    • Create repeatable systems so you can scale without chaos.

    • Don’t ignore the tools that are free but powerful, like Google Business Profile.

    Related: 7 Local SEO Strategies I’ve Used to Help Businesses Boost Their Revenue 10x — Especially Blue-Collar Companies

    We didn’t win by spending more money; we won by thinking smarter, moving faster and obsessing over what our customers were already looking for.

    If you’re building a service business in 2025, SEO isn’t optional — it’s one of the highest-ROI growth channels available. But only if you treat it like the revenue engine it truly is.

    Most people think you need a massive ad budget to grow fast. But earlier this year, I helped a service-based business generate over $5.1 million in just six months — and we did it by focusing on strategy, not spending.

    Let’s Get Moving started as a single-location moving company. Today, we have over 70 locations across North America, and I’ve led the SEO and digital marketing behind that growth.

    We didn’t rely on hacks or hope. We built a system that generated consistent, high-converting leads across every franchise, even in highly competitive markets like Toronto, Vancouver and Houston.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

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    Fahim Ludin

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  • Tired of Burning Money at Conferences? Use This 5-Step Strategy for Real ROI | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Let’s cut to the chase: most companies go to conferences to check a box, not to drive results.

    I’ve worked with everyone from billion-dollar brands to scrappy startups. I’ve seen booths with six-figure budgets generate zero pipeline and a LinkedIn DM campaign outperform an entire sponsorship package. The reason? Most companies treat conferences like a high school science fair — look pretty, hand out freebies, hope someone likes your volcano.

    Here’s the brutal truth: If your event strategy is built around foot traffic and branded socks, you’re already underwater.

    Conferences can still deliver serious ROI. But only if you stop thinking about them as standalone tactics and start treating them like what they really are: a live-action funnel with a very short attention span.

    Step 1: Get ruthlessly clear on why you’re going

    This sounds obvious. It’s not.

    Most companies attend events with vague goals like “brand awareness” or “thought leadership.” Translation: no real strategy.

    If you can’t answer this question — “What does success look like from this event, and how will we measure it?” — cancel the booth. Your “why” should fall into one of three categories:

    • Lead generation (measurable pipeline and conversion)
    • Brand positioning (keynote, panel or media presence)
    • Strategic partnerships (investor intros, co-marketing, business development)

    Pick one primary goal. Then reverse-engineer your entire presence around it. Everything else is noise.

    Related: 17 Must-Attend Conferences for Entrepreneurs Ready to Scale

    Step 2: Craft a message that cuts through the noise

    Nobody cares about your “AI-powered scalable solutions” if that’s all you’re saying.

    You need a message that punches. Something that aligns with the conference theme but actually says something.

    For example, one of our B2B SaaS clients recently sponsored a fintech event. Everyone was talking about “frictionless onboarding.” Snooze. We reframed their message as: Stop onboarding users who’ll churn in 30 days. It turned heads. It made execs stop and say, “Tell me more.” That’s the bar.

    Your message should be:

    • Clear (no buzzwords)
    • Controversial (just enough to spark conversation)
    • Consistent (across booth, decks, social and follow-up)

    Step 3: Pre-game like a pro

    You don’t show up to a marathon without training. So don’t show up to a $50,000 event without a warm list.

    Your pre-conference playbook should include:

    • LinkedIn outreach (three to four weeks out): Target attendees, engage with event hashtags and join relevant groups. No pitches — just real engagement
    • Direct invites: Email past leads or ideal customers: “I’ll be at [Event]. Let’s meet IRL if you’re attending.”
    • Organic buzz: Have leadership — not just the company page — post about why you’re attending and what you’re bringing

    Remember, ROI doesn’t start at the conference. It starts the moment your name hits the attendee list.

    Step 4: Focus on booth experience, not booth design

    You don’t need a spaceship booth. You need meaningful conversations.

    Train your team to do more than demo software. Teach them to:

    • Ask smarter questions
    • Listen for pain points
    • Offer real value (not just tchotchkes — think insights or content)
    • Capture context for every lead (“Spoke about [X] challenge, referred by [Y]”)

    Also — script your follow-up before the show starts. A generic “Great to meet you at [Event]” email kills momentum fast.

    Related: How to Win Over the Room With Effective Persuasion Skills

    Step 5: Follow up like money’s on the line

    The event ends when the lights go off. Your window of influence doesn’t.

    Here’s a seven-day follow-up cadence that actually works:

    • Day 1: Personalized email referencing your conversation plus a relevant asset
    • Day 3: LinkedIn message with a short, value-driven follow-up
    • Day 5: Add to nurture stream based on interest or product line
    • Week 2: Send a post-event content piece — e.g., “5 things we learned at [Event name]”

    Then — debrief. What worked? What didn’t?

    Document it. If sales aren’t in this conversation, your next event is already a sunk cost.

    Bonus: Rethink sponsorship ROI

    Here’s a hot take — most sponsorship packages are overpriced hype.

    Unless you’re getting:

    • Guaranteed stage time
    • Tier-1 placement in attendee materials
    • Verified audience data before the event

    You’re probably better off hosting a private dinner with ten decision-makers or doing a focused side activation.

    Relevance beats visibility every time.

    A 20-minute meeting with a CMO is worth more than 2,000 logo impressions.

    Final word: Be the booth they remember

    You don’t win at events by being the loudest. You win by being the clearest, the most relevant and the hardest to ignore.

    So before you blow another five-figure budget on glossy signage and lukewarm leads, ask yourself: Are we going to this event to show up — or to show out?

    If it’s the latter, you’re already ahead of the pack.

    Let’s cut to the chase: most companies go to conferences to check a box, not to drive results.

    I’ve worked with everyone from billion-dollar brands to scrappy startups. I’ve seen booths with six-figure budgets generate zero pipeline and a LinkedIn DM campaign outperform an entire sponsorship package. The reason? Most companies treat conferences like a high school science fair — look pretty, hand out freebies, hope someone likes your volcano.

    Here’s the brutal truth: If your event strategy is built around foot traffic and branded socks, you’re already underwater.

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    Christopher Tompkins

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  • How Miami’s Pest Brothers Got Its Start | Entrepreneur

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    Jose Rodriguez wanted to follow in his father’s footsteps and build a career in the pest control industry, so it was a dream come true when his brother, Michael, teamed up with him to start Pest Brothers. Their strong bond set the tone for a thriving business focused on building lasting relationships with customers.

    “I don’t think there are a lot of options where you get to work with your best friend and your biggest cheerleader,” Michael says. “For me, that was really the most important thing.”

    Related: Two Industry Leaders Share Their Best Advice for Restaurant Owners – And Reveal the Exact Amount You Can Raise Prices Without Losing Customers

    It turns out, going into business with your best friend can be your key differentiator. The two exhibit excellent teamwork, which is reflected in their customer interactions and many five-star reviews — securing their spot on Yelp’s Top 100 Local Businesses of 2025.

    “[Customers] find us well-tempered, well-mannered,” Michael says. “And the reason for it is we’re enjoying what we do and who we do it with. I think that’s really the basis for it all. And then from there, good things come.”

    Joined by their brother-in-law, John, each member of the Pest Brothers brings something different to the table, including recruiting, marketing and industry experience.

    Old-school relationship-building was key to their early growth. The team sponsors golf tournaments for local schools and attends community events to not only create visibility for Pest Brothers but also to honor their roots.

    “We were sponsors at the golf tournament for [my son’s] high school, where we get a lot of leads,” Jose says. “We advertise wherever we can because those are the folks who have fed us when we weren’t necessarily getting to Yelp’s Top 100.”

    Related: This Is What the CEO of Kickstarter Wishes Aspiring Entrepreneurs Knew

    Still, the brothers knew there was more they could do to boost online visibility. They saw Yelp as an opportunity to attract more leads, and the investment paid off quickly. “We tried out the free trial [of Yelp Ads], and it was an absolute success — almost like we flipped a light switch, and [leads] tremendously started flowing in,” Michael says.

    They received such an influx of attention from homeowners that they decided to stop sending out snail mail advertisements, which can have a low success rate.

    “Whenever we receive a lead on Yelp, it’s about speed to lead,” Michael says. “The more quickly we can reach out, the more quickly we can get to that house, service it and win that lead.”

    Its Yelp presence does more than lead generation, however. It also builds trust and helps turn potential customers into loyal, long-term regulars. Especially in the pest control and home service industry, a new customer doesn’t always mean one job. Every new lead is a chance to create a recurring customer — and the opportunities are rolling in for Pest Brothers.

    “These are folks that if you do a good job, they’re gonna reward you for a long period of time,” Michael says. “In terms of the Yelp leads I saw on our dashboard, views on our page have increased by 576% over the past 30 days [since winning Yelp’s Top 100]. You talk about market awareness — that’s tremendous. That’s viral if I’ve ever seen it, so it’s been awesome for us.”

    Once you have your audience’s attention, Jose emphasized how important it is to set clear expectations, such as how long a treatment will take or when the customer will see results. It’s this type of transparency that builds credibility, prevents confusion and earns five-star reviews.

    When mistakes inevitably happen, the brothers acknowledge them with grace, reaching out personally to customers to make things right. “If somebody calls you, you can definitely rectify their issue as soon as you can,” Jose says. “That’s literally the whole point of being a small business, [being] able to do that.”

    Related: She Created the Dance Studio She Was Looking For. Now, It’s a Nationwide Brand.

    After building Pest Brothers from a two-man operation into one of the most trusted pest control companies in the Miami area, co-founders Michael and Jose share what’s helped them succeed in the competitive home service industry:

    • Lead with trust. Customers extend trust when they let you into their homes and workplaces. Be reliable, show up when you say you will and treat every space with respect.
    • Invest in relationships. Repeat customers and referrals are the lifeblood of a service business. Learn people’s names, remember their concerns and treat every job as an opportunity to strengthen the connection.
    • Use tools to work smarter. From routing software to online reviews, technology can save time, improve efficiency and help you better serve customers. Leverage different platforms and tools to stay organized, respond faster and build your reputation.
    • Stay adaptable. Every job is different. Be ready to adjust your approach and keep learning new methods to stay competitive and efficient.
    • Build a reputation that lasts. Home services are about more than solving a specific problem. They’re about creating peace of mind. When people know you genuinely care about their home or business, they’ll trust you for years to come.

    Watch the episode above to hear directly from Michael and Jose Rodriguez, and subscribe to Behind the Review for more from new business owners and reviewers every Wednesday.

    Editorial contributions by Jiah Choe and Kristi Lindahl

    Ready to break through your revenue ceiling? Join us at Level Up, a conference for ambitious business leaders to unlock new growth opportunities.

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    Emily Washcovick

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  • Why AI-Driven Marketing Is No Longer Optional | Entrepreneur

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    In today’s increasingly interconnected world, it can be difficult for businesses and organizations to cut through the massive amount of noise and marketing clutter vying for people’s attention. Not only are consumers exposed to more information than ever before, but businesses are being extremely creative and adaptive in how they reach their target audience. For new business owners or CMOs, identifying the right target audience and finding creative ways to distinguish themselves from competitors is a daunting task.

    Fortunately, with the introduction of artificial intelligence and powerful software tools, identifying your target audience and understanding the effectiveness of your marketing tactics has never been easier. Through the use of AI-powered market research and consumer behavior analytical tools, even the smallest companies can leverage qualified data for successful business decisions. These tools perform tasks at lightning speeds, saving executives time and money, all while learning from each client interaction.

    By evaluating the capabilities and effectiveness of AI-driven marketing campaigns, it will become clear that these advanced tools are no longer just an advantage for businesses but a necessity. Companies that fail to adapt to comfortably using AI, even beyond marketing, will struggle to keep pace with the competition. To efficiently identify and engage with qualified prospects, AI-powered tools must become a central part of the marketing toolkit.

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

    Keeping up with the times

    One of the most significant advantages of AI in marketing campaigns is its ability to personalize messaging at large volumes. Instead of crafting a blanket “one-size-fits-all” approach for 50,000 recipients, AI tools can efficiently analyze consumer preferences to create tailored experiences that are more likely to resonate with prospective customers. Personalization not only leads to higher conversion rates but also demonstrates a sense of understanding that more consumers seek from businesses.

    In a recent study, McKinsey & Company found that companies leveraging AI for personalization increased their marketing ROI by 10-30%. Additionally, 65% of respondents stated that targeted promotions are a key reason to make a purchase.

    Nielsen IQ reported that Gen Z almost expects convenience and personalization in business transactions. With Gen Z an increasingly large share of the consumer market, businesses need to add personalization wherever possible throughout the consumer engagement.

    At Image One, integrating AI into our outreach has allowed us to better understand what resonates with potential franchisees at a high level — what they’re looking for and how they prefer to be approached. We’ve taken the guesswork out of our top-funnel marketing strategies and are using real-time data to guide our decision-making. This level of precision and market awareness would have been unimaginable only ten years ago without a large team and a massive budget.

    Related: 10 Ways to Use AI for Hyper-Personalized Marketing

    Setting the new standard

    The benefits of AI in marketing aren’t only in the capacity to personalize. It’s in the real-time awareness and informed decision-making that it provides to marketing teams. AI-powered platforms like HubSpot, Salesforce and Einstein offer automated insights that help marketing teams work faster and be more informed regarding their tactics. What would once take someone an hour can now be done and reviewed in five minutes.

    These tools can analyze email campaigns, website traffic, podcast transcripts, social media comments, press releases and even customer reviews across different sites to generate an informed recommended course of action. Even if that recommendation is eventually scrapped, the entire process can be replicated until an adequate outcome is achieved or built upon.

    This begs the question of how companies not deploying these AI-powered tools will keep pace with the constantly innovating market. I think there will be successful businesses that don’t widely advertise and have a regional niche. However, marketing at larger and larger scales will be necessary for companies looking to grow and expand beyond their current footprints. The efficiency with which you can deploy that large volume of marketing will make a significant difference in capturing sales and establishing yourself locally.

    It’s not a prediction; it’s an ongoing process.

    Related: Artificial Intelligence is Revolutionizing Marketing. Here’s What the Transformation Means for the Industry

    The next frontier of marketing

    AI-driven marketing isn’t a future trend, as it is already reshaping how we connect with consumers. As the tools become more advanced and accessible, the standard for what constitutes effective outreach will continue to evolve. Consumer insights and trends can easily be adapted into marketing strategies to ensure optimal results. The businesses that embrace this shift in technology will not only stand out, but they’ll also lead the way.

    At Image One, we’ve seen firsthand how AI has transformed our marketing efforts. We’re no longer relying on assumptions — we’re acting on data. And in today’s marketplace, that difference can define your success.

    Whether you’re a franchise operator, a startup founder or a seasoned executive, now is the time to adopt AI-driven marketing strategies into your operations. The tools for success are rapidly evolving, and the insights are tangible. The opportunity to grow your business with confidence has never been greater.

    In today’s increasingly interconnected world, it can be difficult for businesses and organizations to cut through the massive amount of noise and marketing clutter vying for people’s attention. Not only are consumers exposed to more information than ever before, but businesses are being extremely creative and adaptive in how they reach their target audience. For new business owners or CMOs, identifying the right target audience and finding creative ways to distinguish themselves from competitors is a daunting task.

    Fortunately, with the introduction of artificial intelligence and powerful software tools, identifying your target audience and understanding the effectiveness of your marketing tactics has never been easier. Through the use of AI-powered market research and consumer behavior analytical tools, even the smallest companies can leverage qualified data for successful business decisions. These tools perform tasks at lightning speeds, saving executives time and money, all while learning from each client interaction.

    By evaluating the capabilities and effectiveness of AI-driven marketing campaigns, it will become clear that these advanced tools are no longer just an advantage for businesses but a necessity. Companies that fail to adapt to comfortably using AI, even beyond marketing, will struggle to keep pace with the competition. To efficiently identify and engage with qualified prospects, AI-powered tools must become a central part of the marketing toolkit.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

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    Tim Conn

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  • Your Step-by-Step Guide to a Successful Rebrand | Entrepreneur

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    Rebranding is a complex process aimed at changing your brand’s identity in the minds of consumers, employees and other stakeholders. On the surface, it is easy to think of rebranding as simply developing a new logo or slogan for your organization.

    However, true rebranding exercises go deeper and have the power to change the trajectory of your entire business. Brands of all sizes choose to refresh their identity to grow with existing audiences, reach new customers or acknowledge mergers and acquisitions. No matter the reason for your rebrand, follow the steps in this guide to complete the process successfully.

    Related: When to Consider a Rebrand (and How to Do It Right)

    Understanding the need for rebranding

    There are both obvious and more subtle signs to tell brand teams that their brand is becoming dated. Changes in your product or service offerings, shifts in the entire industry and competitive pressures are among the more obvious signs that it’s time to rebrand. Declining sales or market share are two more reasons to consider updating your brand.

    In addition, rebranding can help your company expand into new markets and reach new target audiences. On the other hand, your need to rebrand may be driven by less obvious causes like an outdated brand image or negative customer perception. The latter two can be harder to identify.

    Assessing brand health

    Assessing brand health is often the first step in deciding whether or not you need to rebrand. Start by analyzing overall market trends and considering how competitors have positioned themselves. How does your company compare?

    To better understand customer sentiment about your brand, conduct surveys and focus groups, and use social media listening to gauge your standing among existing audiences.

    Best practices for rebranding

    Once your team has committed to rebranding, follow these best practices to ensure the process works smoothly and successfully.

    Step 1: Define your objectives

    Like other aspects of strategic marketing, effective rebranding begins with defining your objectives and ensuring they are aligned with your overall business strategy. Without clarifying what you want to achieve, it becomes impossible to reach your target.

    Step 2: Research and analysis

    Conduct research to gain a clear picture of industry trends, customer preferences and competitor strategies in your field. A SWOT analysis, detailing your strengths, weaknesses, opportunities and threats, is another useful tool to inform the next steps of your rebranding process.

    Step 3: Involve stakeholders

    Engage with employees from the beginning. Their insights can be invaluable, and fostering a sense of ownership right from the beginning will help the entire team embrace the new brand identity. If your business has been established for some time, ask loyal customers for feedback to understand their views of your brand and potential expectations from the changes.

    Related: The Strategic Guide to Successful Rebranding

    Develop a comprehensive brand strategy

    A comprehensive brand strategy is the cornerstone of an impactful rebranding exercise. Start by crafting a positioning statement that clarifies how you want to be perceived in the market. This statement will become your North Star during the rest of the process.

    With the positioning statement in place, your team can work on a marketing and communication plan. This plan outlines how you will communicate the rebrand to internal and external audiences to ensure everyone is not only kept up to date but remains engaged with the plan.

    Craft a unique brand story

    Your brand story needs to lie at the heart of all marketing messaging. Check your existing narrative to see whether it connects emotionally to your audiences and communicates both your brand values and your mission.

    Make sure your brand voice and personality are consistent across all channels and resonate with your audiences.

    Visual identity redesign

    Most rebranding processes include redesigning your visual identity. When it comes to updating your logo and other design elements, you’re looking to bring the brand’s heritage into the present to create a modern, cohesive look that reflects the brand’s essence.

    Implementation and rollout

    With all the rebranding building blocks in place, it is time to plan your launch strategy. For most brands, a phased rollout works best — this allows audiences to prepare themselves and builds excitement before the actual launch date. Both teaser campaigns and well-publicized launch events can work very effectively.

    Internally, it is important to provide employees with resources and the appropriate training to help them implement the new brand effectively and avoid the continued use of the old brand identity.

    Monitoring and evaluation

    Once your new brand identity is in circulation, it is time to monitor the effectiveness of the rebranding. Consider tracking key performance indicators (KPIs), like brand awareness and customer engagement, and compare the results to the previous identity.

    Create a feedback loop for customers and employees to simplify continuous feedback gathering. You should also be prepared to make small adjustments if necessary.

    Related: I Recently Rebranded My Entire Company — Here are 12 Strategies I Learned to Take My Brand to the Next Level

    Challenges

    Rebranding can represent a big change, especially for brands that have not changed their identity in a long time. Considering potential challenges and planning for them will help your team navigate them smoothly.

    Internal and external resistance

    Both customers and employees may be resistant to changing a much-loved brand identity. Addressing their fears and clearly communicating the reasons for the rebrand can be very effective at minimizing resistance to change.

    Financial constraints

    Rebranding can be costly. Set your budget from the beginning and ensure every step of your rebranding process is covered, including research, design, implementation and communication.

    Maintaining brand equity

    One of the most critical aspects of rebranding is maintaining existing brand equity while updating your identity. Try to honor the brand’s legacy and history while striving for a fresh look.

    Legal considerations

    Work with your legal team to ensure compliance with existing trademarks and avoid infringement issues.

    Rebranding can give your company and your brand a new lease of life. This process has the potential to attract new audiences or reignite existing customers’ enthusiasm. Following this step-by-step guide will make for a smooth and impactful rebranding process.

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    Jessica Wong

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