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Tag: Marketing

  • Why Relying on Social Media for Income Is a Losing Game for Creators | Entrepreneur

    Why Relying on Social Media for Income Is a Losing Game for Creators | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Social media platforms are constantly evolving to keep creators engaged, but the changes to their monetization systems aren’t always in the creators’ best interest. Recently, platforms like Meta (Instagram/Facebook) and X (formerly Twitter) made adjustments to their creator monetization platforms in an effort to keep us producing content that keeps users scrolling. But let’s be honest — these systems are designed to benefit the platform more than the creator.

    Not everyone is on these platforms to make money from their monetization programs, but if you are — and you’re relying on these platforms for revenue — you’re playing a losing game. Algorithms control the visibility of your content, and whether you’re earning from ad revenue or just trying to reach more people, it’s the platform that ultimately calls the shots.

    I’ve experienced this firsthand. Over the last year, I racked up 35.9 million impressions on X. You’d think with that kind of reach, the payout would be significant, right? Well, not quite. My total earnings? $115.24. That’s barely enough for a decent pair of sneakers.

    The truth is, if you’re relying solely on platforms like Meta or X to build your livelihood, you’re going to be disappointed. These platforms are great for visibility, but they aren’t designed to make creators rich. It’s time to stop chasing likes, shares and viral moments and start taking control of your content and revenue streams.

    Related: 3 Reasons Why Relying on Social-Media Marketing Is a Losing Strategy

    Platforms are for awareness, not revenue

    Let’s get this straight — social media platforms are excellent tools for building awareness. They can help you reach new audiences, grow your following and gain visibility. But when it comes to monetizing that reach, the situation changes. The problem isn’t with creators not making good content; it’s that the platforms themselves control how many people see your work and how much you earn from it.

    Creators need to understand that these platforms are ad platforms first, not creator-first. They profit from ads, not from paying creators. Recent changes on Meta and X reflect this, as both platforms have made tweaks to their monetization systems to keep creators engaged and pumping out content. However, these changes don’t really shift the balance in the creator’s favor.

    The reality of revenue share on social platforms

    Here’s how monetization on these platforms works:

    • Meta (Instagram/Facebook): They’ve introduced In-Stream Ads and Ads on Reels, allowing creators to earn from their content. But unless you have a huge following, those earnings will be minimal. They may give the illusion of helping creators, but the lion’s share of the revenue goes to Meta.

    • X (formerly Twitter): X recently made a switch to paying creators based on engagement from Premium users only. This means if your audience isn’t subscribed to X Premium, their engagement doesn’t count toward your earnings. In other words, the platform is asking you to push their premium service to make money.

    The common theme? These platforms dictate your reach and earnings. Even with millions of impressions, you might still see shockingly low payouts. That’s the reality of relying on algorithms and ad-based revenue.

    What content ownership really means

    When I say “take ownership of your content,” I’m talking about moving away from platforms you don’t control. You need to be in charge of where your content lives, how it’s monetized and who gets to access it.

    This is what true ownership looks like:

    • Your content resides on a platform you control.

    • You decide how it’s monetized.

    • You set the terms for who gets access and keep 100% of the revenue.

    Social media platforms are useful for visibility, but if they change their algorithms or policies, your reach and income can vanish overnight. Creators who rely solely on these platforms are always at risk of having their hard-earned audience controlled by someone else’s rules.

    I’ve seen creators with massive followings wake up one day to find their reach has been slashed because of an algorithm update. That’s the trap: You’re constantly at the mercy of decisions made by the platform, not by you.

    Related: Using Social Media Alone To Build Your Brand’s Online Community Means You Risk Losing It All. Here’s Why.

    Creators are sleeping on email

    The crazy part? Many creators are still sleeping on email. Even some of the biggest names in content creation are putting all their faith in social media platforms. But email is one of the most powerful tools for reaching your audience directly. Unlike social media, you own your email list. Algorithms can’t touch it.

    Take Morning Brew as an example. They built their media empire by delivering free content through email. They cut through the social media noise, and today, they’re monetizing that audience through ads and sponsorships — keeping the majority of the revenue for themselves.

    Email marketing gives you control and consistency. You don’t have to worry about reach being throttled because you own the relationship with your audience.

    Why every creator needs a paid newsletter or course

    If you’re serious about monetizing your audience, it’s time to move beyond relying solely on social platforms. Instead, focus on creating content you can own, like a paid newsletter or an online course.

    Here’s why these models work:

    1. Paid newsletters: A paid newsletter allows you to deliver exclusive, high-value content directly to your subscribers. This creates recurring revenue and puts you in control of what you’re delivering and how much you’re charging. Morning Brew is a prime example of how this model can be scaled. By giving away content for free, they built a massive audience, which they now monetize through ads and sponsorships.

    2. Online courses: Have a skill or expertise? Package it up and sell it as a course. Online courses are a scalable product that keeps generating revenue even after you’ve created it. You can build a course once and keep profiting from it indefinitely.

    How you can leverage social platforms for awareness

    Just because I’m saying don’t rely on social platforms for revenue doesn’t mean you shouldn’t use them. Social platforms are still one of the best ways to build awareness and get attention at the top of the funnel. Here’s how you can leverage them to support your monetization strategy:

    1. Create awareness: Post engaging content that hooks people in. Your goal is to drive visibility, not immediate monetization.

    2. Drive traffic to owned channels: Once you’ve captured attention, move your audience to your email list, website or paid newsletter — platforms you control.

    3. Monetize on your terms: With your audience on a platform you own, you can monetize however you see fit, keeping all the revenue and growing your business sustainably.

    Related: Why Email Marketing Is Better for Your Business Than Social Media

    The creator economy is evolving, and the future belongs to those who take control of their content and revenue streams. Social media platforms like Meta and X are great for building awareness, but you shouldn’t depend on them for monetization.

    Instead, take control by moving your audience to a platform like email newsletters or online courses, where you own the content, the reach and the revenue. You’ll be free from the constant algorithm changes and in control of how much you earn.

    Ready to take control of your future? Start building your audience and stop relying on social platforms to determine your success. The future of your business depends on it.

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    Carlos Gil

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  • ComForCare Franchises Make a Profound Difference in the Lives of Older Adults | Entrepreneur

    ComForCare Franchises Make a Profound Difference in the Lives of Older Adults | Entrepreneur

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    3 Benefits of owning a ComForCare franchise:

    1. Join a mission-driven business focused on enhancing quality of life for the elderly and disabled.
    2. Access to exclusive programs like DementiaWise, offering specialized care and competitive advantages.
    3. Benefit from a proven business model in the stable and growing $75 billion home care industry.

    ComForCare is a franchise provider of non-medical in-home care services, designed to aid individuals in living their best lives possible through personal and professional care solutions. Founded in 1996, ComForCare has become a reputable partner for entrepreneurs seeking to make a positive impact on the lives of seniors and people living with disabilities.

    Key Facts:

    • Minimum Initial Investment: $72,975
    • Initial Franchise Fee: $29,500 – $57,000
    • Liquid Capital Required: $50,000
    • Net Worth Required: $350,000
    • Veteran Incentives: 20% off franchise fee

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    Matthew Goldstein

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  • You Want to Grow Your Business — But Do You Have a Plan? Here Are The Proactive Steps You Need to Take to Succeed. | Entrepreneur

    You Want to Grow Your Business — But Do You Have a Plan? Here Are The Proactive Steps You Need to Take to Succeed. | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Across industries, there’s a lot talk about the importance of a “growth mindset” for entrepreneurs and managers of established businesses.

    There are countless studies out there — such as this one presented by Harvard — that highlight how companies focusing on growth through innovation and investment often outpace those stuck in the status quo, which tends to stagnate or fall behind.

    But what exactly does operating from a growth mindset look like? In an article titled Why Having a Growth Mindset is Critical for Company Success,” it highlights how Microsoft developed a culture around this mindset to prevent falling behind in the fast-paced technology world. In 2014, CEO Satya Nadella shifted the culture from one of bureaucracy to one of growth and worked to develop systemwide processes for a growth mindset to take off among all employees, from entry-level to top executives. In the article, one Microsoft employee summarized the company’s culture, saying it changed from “know-it-all” to “learn-it-all.”

    “Learn it all” is the key here. It’s easy for entrepreneurs and others to think they have mastered all they need to and less often seek learning opportunities. In a world that moves as quickly as ours in just about every way possible, this is a self-defeating mindset. “Learn it all” does not mean just attending conferences and reading white papers that pertain to your business; it very importantly applies to “learning it all” about your own business.

    Yet “learning it all” about the pros and cons of your current business processes, systems and growth programs can be daunting. Like looking under the car of your hood, you might be forced to see leaks, cracks and other issues you don’t realize you have because, like your car, your business is still sputtering forward. Yet you have to face the weaknesses if you want to get in the fast lane and keep up with your competition.

    Facing that you don’t know what you don’t know is important for growth. You may understand your product category, but do you know how to set up lead generation and sales programs that bring you qualified prospects? Do you know how to nurture these to conversion and lifetime value? Do you know how to set up IT and operational processes that optimize productivity and enable you to achieve more with less?

    The key to growth is to face your weaknesses and your strengths — and to get help when you need it. Business managers seem at ease signing up for SaaS products that enable them to manage payroll, HR needs, account management, customer relationships and communications with monthly subscription fees. But how likely are you to subscribe to growth-focused services or set aside time each month to focus your time on growth initiatives? Continuous focus and activity are key to success.

    What does a continuous growth plan that you execute and monitor monthly look like? Here’s a glimpse.

    1. Audit your status quo

    As no one is a master of all things, you need to find experts who can audit the areas of your business about which you can and need to learn more. This can include auditing your digital brand presence, offerings, business model, sales processes, customer onboarding and success programs. Your systems for information technology, financial management, customer transactions, project workflow, systems monitoring and so on. Experts can quickly identify where you are losing money and efficiencies, as well as identify opportunities.

    Your audit should include identifying expectations and aspirations from customer groups and looking for ways to add value, both tangible and emotional to your products and brand experience.

    2. Stay on top of trends

    Make the time to stay on top of technology and other changes that impact your industry. Monitor consumer attitudes toward your category and brand to identify issues that may change purchasing behavior and loyalty toward your brand.

    3. Invest in your business

    To succeed in any category, you need programs and systems that enable you to operate with high levels of efficiency so you can focus on innovating new products, services, and systems to increase your efficiencies and competitiveness. You need to lead with new ideas and not always try to catch up with others who move faster than you do. To do this, you need to invest in systems and technology that allow you to automate processes for workflow, customer and account management, accounting, and more so your time can be used innovating.

    4. Prioritize marketing and sales

    If no one knows about your brand, it’s fair to assume you won’t get a lot of new leads and sales. Marketing is more than awareness. Marketing helps define your brand’s values and build relationships that drive sales, loyalty and referrals. It also communicates your values, like CSR and ESG, that matter to consumers, leading to stronger relationships. Consumers choose brands with like values. Check out a McKinsey study that backs this up.

    All of these processes enable you to continuously learn about your business, strengths, opportunities, risks and weaknesses.

    The most important element of growth? Continuity! Setting up your company for growth is not a one-and-done initiative. It is a constant process that crosses over all systems, such as those identified above, and has to be monitored, managed and executed daily. As Microsoft illustrates, it has to be the foundation and core of your company culture. Every employee and contractor you use needs to be obsessed with growth, which means always looking for ways to stand out competitively, add more value to customers, imagine new ways to do old things better,

    Setting up regular processes or finding partners that can do this for you with growth as a service model to keep you moving forward should be a top priority. You can read about these and other growth strategies in a new book released by Entrepreneur Press, “Market Your Business – Your Guide to Do It Yourself Marketing.

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    Jeanette McMurtry

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  • Setting Up A Brand New Business: It’s Easy When You Know How – Aha!NOW

    Setting Up A Brand New Business: It’s Easy When You Know How – Aha!NOW

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    Success favours the prepared. You should know what and how you want to achieve and implement, which tools and resources to use and strategies to plan. If everything goes right, you can set up your business successfully. ~ Ed.

    If you are in the process of setting up your very own business then you need to get everything right from the start. You may already be aware that many businesses will fail in the first five years of trading. This tends to be due to companies running out of money or not having the knowledge needed to run a business. If you don’t want this to be you then you need to know how to run a successful business. Take a look at the article below to find out more about setting up a new business and everything you need to do.

    7 Ways to Set Up a Brand New Business

    Research, survey, and experiences help list out many aspects that are quintessential for the success of a business. Here are the basics of setting up any kind of a business.

    Know What You Want To Do

    Every great business started with a simple idea and grew from there. Make sure you write everything down as you never know which idea will take off, there could be many to choose from. If you don’t write it down then you could forget what you had thought of. See if there is a need or want for each idea you think of and then go for the one with the best outcome. Market research will give you a greater understanding of how well your product or service will do in today’s market. This includes gaining insight from potential customers and clients, you could also research your competitors to see how well they do each year.

    Have The Right Funding

    Without the right amount of funding, you won’t get very far in the business world. When you are first starting out you will need to work out how much you need to cover everything until profits start coming in. Write down how much you think you will need for each thing, including salaries and tech for instance. Give yourself some extra wiggle room by rounding up your final number. If you don’t have this money to hand then you will need to apply for a business loan. In order for this to be successful you will need to have a great credit rating, the bank needs to know you are a safe lending option and able to make the monthly repayments.

    Look At Locations

    If you are having a physical premises then you will need to check out different locations. The ideal location will be somewhere that has easy access and transport links for your customers. Do be aware that being situated close to the hustle and bustle will cost you a bit extra in rent but you will make up for it with customers. You will need to work out the pros and cons of each location before deciding. Speak to a commercial realtor who has experience in the field of selling business locations. When you have chosen your location you need to see if anything needs doing or whether you can start moving straight away. You may need to use something like wall mounted enclosures for your wires and other electrical bits so they are safe and out of reach of your customers.

    Hire Employees

    Next, think about which employees you need to hire for your business. In the beginning stages of running your business you may not have enough to pay for employees. However, once things get going and profits start coming in then you can hire some people to help run your business with you. You might want to hire some customer service agents, managers, and office assistants. Make sure that you get this step right first time otherwise you may end up with a high employee churn rate. This can be detrimental for your business and could mean you are taking more time out to hire new people rather than focusing on other areas.

    Choose Marketing Strategies

    Marketing is one area that will take the biggest chunk out of your business budget. There is a great reason for this, as without it your potential customers and clients won’t know you exist. You need to decide which is the right marketing strategy for your company, for example if you are online only then you don’t want to spend money on leaflets. You should instead think about using social media and video marketing. This will get you closer to your customers and clients meaning they actively want to spend their money within your business. If you don’t have a clue about marketing and which strategies to use then you might want to work with a marketing agency who will help you.

    Set Some Goals

    When you are in the process of opening your business you need to set yourself some goals. This gives you and your employees something to work towards and pushes you to stay on the right track. Make sure that the goals you set are achievable, you could stick to the SMART acronym when setting yourself goals. This stands for specific, measurable, achievable, realistic, and timely. So for example, you wouldn’t set yourself the goal of making a million in the first six months as this just isn’t realistic at all.

    Design Your Website

    Lastly, every great business needs a strong website that is there to take orders when the main doors are shut. It is thought that many customers will do their online shopping and browsing between the hours of 7pm and 10pm. This is where you will see the most traffic to your site, if your website isn’t user friendly then you will lose customers. Your website needs to be easy to navigate as this could put a lot of people off if they struggle to find what they are looking for. You could add a search bar so that they can find what they need at the click of a button, it might also be helpful to add a chatbot. This way customers and clients can get answers to questions and queries as soon as they are asked.

    Wrapping It Up

    We hope you found this article helpful and that it gave you some ideas and inspiration on everything you need to set up a brand-new successful business. Remember, Rome wasn’t built in a day so you can’t expect your business to take off overnight. Get everything right and it will certainly go from strength to strength.

    Over to you

    How did you plan and go ahead with the setting up of your brand new business? Share your experiences and tips in the comments section.

    Disclaimer: Though the views expressed are of the author’s own, this article has been checked for its authenticity of information and resource links provided for a better and deeper understanding of the subject matter. However, you’re suggested to make your diligent research and consult subject experts to decide what is best for you. If you spot any factual errors, spelling, or grammatical mistakes in the article, please report at [email protected]. Thanks.

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    Sarah Domeier

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  • McDonald’s Launched a ‘Friends’ Happy Meal, But There’s a Catch | Entrepreneur

    McDonald’s Launched a ‘Friends’ Happy Meal, But There’s a Catch | Entrepreneur

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    McDonald’s is celebrating the 30th anniversary of the iconic 90s TV show Friends with a special Happy Meal promotion. The fast-food giant has rolled out limited-edition Friends-themed Happy Meals, complete with collectible packaging and toy figurines of beloved characters Ross, Rachel, Monica, Chandler, Joey and Phoebe.

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

    But there’s a catch: the Friends Happy Meal is only available in Spain, leaving fans in other countries out of luck. Many U.S. Friends enthusiasts and collectors around the world are already turning to online resellers or hoping to snag these nostalgic toys through international channels.

    Sellers have already started selling the Friends Happy Meal toys on resale platforms like eBay, where individual figures are listed for up to $100, and complete sets are listed for as much as $1,000.

    Related: See The Entrepreneur 2024 Top Franchise Supplier List

    Friends, a classic sitcom from the 1990s, followed six close-knit friends through their personal and professional lives in New York City. The show is known for its humor, including memorable catchphrases, and continues to grow in popularity even decades after its original run. It remains a cultural touchstone for fans worldwide.

    By offering exclusive access to these popular Friends character toys, McDonald’s has tapped into a powerful marketing formula — the combination of nostalgia and scarcity. This strategy has proved successful in past campaigns, like last summer’s Collector’s Meals, which also leveraged nostalgia — primarily via the collector’s cups included with the meal — to create excitement and increase demand.

    Related: Don’t Have Time to Start a Business? This Doctor, Lawyer and Now Part-Time Franchisee Would Disagree.

    As McDonald’s continues to blend pop culture with its iconic brand, the company demonstrates its ability to generate significant buzz not only from its core customers but also from a broader audience that might not typically engage with its offerings. By keeping the promotion exclusive and limited, McDonald’s reinforces the notion that nostalgia, when paired with exclusivity, can captivate consumers and drive both take-out and in-store traffic.

    Related: The Critical First 100 Days of Onboarding — What You’re Likely Overlooking That Could Make or Break Your New Hire

    Read more: Yahoo!

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    Carl Stoffers

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  • Pokeworks Franchises Have a Low Initial Investment with High Revenue Potential | Entrepreneur

    Pokeworks Franchises Have a Low Initial Investment with High Revenue Potential | Entrepreneur

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    3 Benefits of Owning a Pokeworks Franchise:

    1. Association with the largest poke franchise with proven popularity and high brand recognition.
    2. Flexible space requirements (350-2,000 sq ft) allowing for a range of location types.
    3. Comprehensive support including training, national marketing, and innovative menu development.

    Pokeworks is a rapidly expanding franchise offering poke and Asian fusion bowls, established in 2015 and operating over 70 locations by 2023. With a viral marketing boost, Pokeworks has positioned itself as a leader in fresh, quality, and healthy fast-casual food specializing in poke burritos and bowls.

    Key Facts:

    • Minimum Initial Investment: $308,455
    • Initial Franchise Fee: $35,000
    • Liquid Capital Required: $350,000 – $500,000
    • Net Worth Required: $750,000 – $1,200,000
    • Veteran Incentives: 15% off franchise fee

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    Matthew Goldstein

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  • How to Get the Most Out of Your Link-Building Efforts | Entrepreneur

    How to Get the Most Out of Your Link-Building Efforts | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Five years from now, 94% of marketers think that links will continue to be a ranking factor in Google algorithms.

    However, many companies offering link-building services engage in questionable practices, such as selling links from manipulated or low-quality websites. These links can not only fail to provide value but may also harm the website receiving them. Therefore, it’s essential to exercise caution when hiring an external partner for link building.

    So, here are a few key tips to help SaaS businesses get the maximum from their link-building efforts.

    Related: 10 Powerful Link-Building Tactics for Boosting Your Website’s SEO

    1. Take metrics with a grain of salt

    It’s crucial to approach metrics with skepticism. Website owners often inflate numbers like Domain Rating (DR). You might see a DR of 70, but in reality, the website holds little to no authority in Google’s eyes. Of course, that’s not always the case. In reality, Domain Rating correlates with higher rankings

    While metrics can be useful, especially when sorting through large lists of websites, don’t rely on them alone. Always look deeper into the site’s real quality.

    2. Organic traffic for real keywords is key

    Pay attention to the keywords a website ranks for. Ideally, the site you’re getting backlinks from should have organic traffic, which shows Google values it. More importantly, the traffic should come from relevant, industry-specific keywords. Some sites may rank for irrelevant terms like “celebrity news” despite being in a completely different niche — or worse, they may use fake traffic. Always ensure the keywords are a good fit for your business.

    3. Get links from real businesses

    The best way to determine if a website is worth getting a backlink from is to see if it’s a real business. Many sites exist solely to sell links and are often just link farms. Focus on acquiring links from legitimate businesses, as these are the ones that offer the most value.

    4. Use internal links

    Let’s face it — quality link building is hard. And if you find it hard to get backlinks to your service or landing pages, start by linking to your blog posts instead. Then, use internal linking across your site to ensure link equity flows throughout your pages. Without proper internal linking, you won’t fully benefit from the backlinks you’re building.

    Related: Top 8 Backlink Strategies to Boost Your Traffic

    5. Prioritize links to target pages

    When building backlinks, your main focus should be on your money-making pages. Links to these pages are critical. If you’re working with an agency, ensure they are targeting specific commercial pages. Even if you’re only getting a couple of links per page per month, if they’re targeted, it’s highly effective.

    6. Optimize anchors

    Anchor text optimization is essential. From my experience, optimized anchor texts perform very well. If you’re hiring an agency, send them a list of preferred anchor texts along with your target pages, so they can focus on both elements.

    7. Focus on do-follow links

    There’s ongoing debate about the impact of no-follow links on rankings. While no-follow links have some influence, it’s hard to quantify. Based on my observations, they seem to be about 30-50% as effective as do-follow links. In a LinkedIn poll I conducted, 43% of participants believed no-follow links were 25% or less effective than do-follow. However, keep in mind that many respondents may not have had enough experience, so their opinions are just that — opinions.

    8. Get listed on the top of listicle posts

    There are countless “comparison” and “alternatives” pages for popular tools, generating significant search volumes. For instance, searches like “Canva alternatives” are common. If your product is in a competitive niche, you want to be featured as the number one option on these pages created by bloggers and websites. Not only will you gain valuable backlinks, but you’ll also get more clicks and recommendations as the top alternative, greatly boosting your link-building efforts.

    This also creates a snowball effect. Future writers and bloggers working on alternatives for that specific tool will often reference existing lists. When they see your product featured prominently, they’re more likely to include it in their own lists, further amplifying your exposure and link-building efforts.

    9. Outsource to the right company

    According to some research, 56% of SaaS marketing departments utilize a combination of in-house and outsourced staff to reach their marketing objectives.

    When selecting a company, make sure they specialize in link building for SaaS and deliver high-quality work, as word of mouth and testimonials can be very effective indicators of their reliability.

    Related: How to Shake Up a Stale Link Building Strategy

    In summary, while links remain vital for SEO, it’s crucial to prioritize quality over quantity. Focus on securing high-quality backlinks that directly target your key pages, using optimized anchor texts to make a meaningful impact. Your link-building strategy should align with your overall branding strategy to maximize effectiveness. By being selective and strategic in your approach, you can build a robust link profile that genuinely enhances your SaaS business’s online presence.

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    Georgi Todorov

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  • Many Brands Risk Being Left Behind By Overlooking These Critical Advertising Steps | Entrepreneur

    Many Brands Risk Being Left Behind By Overlooking These Critical Advertising Steps | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    The landscape of ad spending has changed significantly in recent years. We have seen a major shift in marketing campaigns from before the pandemic to now. Everything from graphic styles to personalization has evolved, and so has spending. With more brands in the mix, advertising spending is consistently rising.

    The question is, why are some still hesitant to adjust their spending? The simple fact is that budgets must change over time. If your budget doesn’t evolve, you won’t be able to compete with the growing number of brands advertising online.

    Let’s break down what you need to know if you plan to keep up in the increasingly competitive advertising landscape.

    Related: Is Your Advertising Spend Going to Waste? If You Don’t Fully Understand This Metric, It Might Be

    Supply and demand dictate spending

    Let’s begin with the current situation. Advertising rates are increasing, which means you’ll need to increase your budget to attract the quality of traffic you want. The cost of effective online advertising is determined by supply and demand. When more companies vie for the same ad placement, the price for that placement goes up.

    What are the reasons for this recent rise? Firstly, the pandemic fueled a surge in e-commerce as consumers shifted from brick-and-mortar stores to online retailers. However, this boom has been met with challenges. When the world shut down, brands significantly decreased — or even halted altogether — their marketing costs. Now that the economy has picked back up, competition has returned with a vengeance. The dominance of Google Ads and Facebook Ads has also created a double-edged sword for advertisers. While these platforms offer massive reach and targeting capabilities, their popularity has driven up advertising costs. This is due to a classic case of supply and demand. With more businesses vying for the same ad space on these platforms, bidding wars erupt, inflating the cost per click or impression. This trend is further amplified by limitations on data tracking, making it harder for advertisers to pinpoint their ideal audience. The result? Steeper costs for businesses to reach their prospects online. Additionally, the increased popularity of online shopping has attracted more advertisers, driving up competition for consumer attention and inflating the cost of advertising space. These factors are creating a complex landscape for e-commerce businesses, demanding innovative strategies to navigate the new realities of the online marketplace. That, combined with a growing population of advertisers, as well as many brands having moved their marketing online due to remote culture, means costs are, and will only continue, climbing.

    Take advantage of technology and automation

    Although many business owners decide to take the DIY approach due to cost, the opportunity cost of not knowing how to properly target an audience, use tools to improve your outcomes, and reduce your per-click and per-impression costs is typically far more expensive than working with an expert. One way to produce highly relevant ads is to take advantage of today’s technology. Artificial intelligence can learn more about each subset of your audience than you likely ever could imagine. Moreover, the best AI marketing tools make it easy to use your data to create highly relevant advertisements. So, if you’re still combing through spreadsheets, hoping to find a trend, it’s time to upgrade your technology.

    Smart marketing tools and marketing automation are your biggest allies in navigating this challenge. Automation can take the reins on managing your ad spend, constantly searching for the best inventory based on past performance, as well as ongoing ad rates and top-performing channels. Identifying and prioritizing these top-performing channels ensures your budget is directed toward the most impactful avenues. Marketing tools can further serve as cost-cutting allies by pinpointing the most precise targeting options, taking the guesswork out of online advertising and giving you time and energy to take back to other areas of your business. This laser focus eliminates wasted ad spend and time, ensuring your message reaches the exact audience you desire and ultimately reduces your overall ad spend.

    Related: 4 Marketing Budget Hacks That Will Boost Your Business in 2024

    Plan in advance for disrupted seasons

    The holidays may be far away, but from an ad fund standpoint, it’s something you’ll want to be prepared for long before they’re right around the corner. Brands can adhere to various holiday seasons, some may want to up their ad spend tremendously during this time and others may want to reevaluate it. Beyond the holidays, other seasonal events can significantly impact advertising costs. Events like major sporting competitions (e.g., the Olympics, FIFA World Cup), award shows, and even back-to-school season can see increased competition and higher ad rates. These periods of time play a significant role in driving up the cost of advertisements. It’s no secret that consumers like to spend more money during the holiday season compared to their typical spending behavior. As such, it’s important to stay ahead of the curve for your yearly holidays and to note that those periods are when advertisers are most interested in attracting their target audience. That means demand for advertising typically sees significant increases on an annual basis, but keeping an eye out for this and planning ahead will keep you at the forefront. It’s important to make these periods and planning part of your overall marketing strategy.

    Over the years, marketers have watched demand climb during the holiday season and seemingly fall after the holiday season. However, that seasonal drop seems to be shrinking each year. Ultimately, marketers seem to be anticipating the drop in demand following the holiday season, and as such, many are saving meaningful amounts of money for this period. This causes an increase in demand that rivals the holiday increase, which in turn means you should continue to consider adding more to your ad fund during these times. Having a marketing automation partner can help set you up for success by automating the process for you.

    The bottom line

    The bottom line is that the marketing industry has a history of fast-paced evolution, and that evolution isn’t likely to end anytime soon. As more and more advertisers join the fray, demand will likely continue to grow, leading to inflated advertising prices. Make sure your brand is keeping ahead of the competition by planning for the future and potential shifts in advertising.

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    Adam Chandler

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  • Why the Future of Cybersecurity Marketing Relies on Trust | Entrepreneur

    Why the Future of Cybersecurity Marketing Relies on Trust | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Cybersecurity marketing is changing rapidly, and the reason can be simplified down to a single word: trust. With improving technology, cybercrime is becoming more complex, and corporations must present themselves as not only solution providers but rather reliable guardians of clients’ most valuable assets. It’s no wonder that trust has become the bedrock of marketing in the cybersecurity industry over time.

    Why trust is so important in cybersecurity marketing

    Trust is important to any business, but the element of trust is critical in cybersecurity. The clients are not buying a physical product; they are buying a guarantee of safety. Decision-makers such as the CISO, CTO, and others need to be assured that the cybersecurity service provider they are looking at is able to grasp and respond to emerging threats.

    Traditional marketing methods often fail to build this level of trust. Flashy ads and mass campaigns now feel overtly insincere, especially in a domain where sincerity is crucial. Prospects now need to have a high level of rapport with a company before even considering a demo, let alone becoming a customer. This is where the value of content marketing has risen as an effective approach.

    Companies can demonstrate some level of thought leadership and credibility by providing educational resources like articles, case studies, webinars, whitepapers, etc. This shows that they grasp the evolving nature of cyber threats, which helps gain potential clients’ trust.

    Related: 7 Marketing Strategies to Help Your Startup Grow and Scale

    Challenges of traditional advertising in cybersecurity

    While many cybersecurity companies still use traditional advertising, it’s proving more and more to be less and less effective in today’s market. Audiences are overwhelmed with ads, leading to extreme “ad fatigue,” where potential customers ignore these messages, making it harder for brands to stand out and establish credibility.

    Moreover, people have become more skeptical of advertisements, often seeing them as exaggerated or misleading. This skepticism can be very damaging in cybersecurity, where trust is crucial. Instead of relying on ads, decision-makers turn to recommendations from peers or trusted industry experts. This is where influencer marketing becomes invaluable.

    Related: Marketing Campaigns Must Do More than Drive Clicks — Here’s How to Craft Landing Pages That Convert Clicks into Customers

    The power of influencer marketing

    Influencers have emerged as powerful voices because they’ve built authentic relationships with their followers and, in many cases, opted-in subscribers. For cybersecurity companies, partnering with these influencers means tapping into that established trust and reaching an audience far more receptive to their message.

    Finding the right influencers: The challenges

    Finding the right influencers in the cybersecurity space isn’t easy. Unlike other industries, cybersecurity is complex and demands high expertise. For this reason, companies need to be very selective about whom they partner with. It’s not just about the influencer’s following; their audience should consist of decision-makers genuinely interested in cybersecurity solutions. Furthermore, the influencer must have credibility and a history of discussing relevant topics accurately.

    Vetting influencers is a time-consuming process that involves analyzing their content and engagement rates and verifying their audience’s authenticity. A poor match can be costly, wasting marketing spend and potentially harming a brand’s reputation.

    Using platforms to streamline influencer marketing

    Given these challenges, many companies are turning to platforms that specialize in influencer marketing to simplify the process. These platforms vet influencers and provide data-driven insights to ensure that brands are matched with the most relevant voices. That’s where platforms like Presspool.ai, which I founded, come in — simplifying and streamlining the process.

    These platforms use advanced analytics to connect cybersecurity companies with verified influencers, engaging high-intent audiences. By leveraging data, these platforms match brands with influencers whose audience perfectly aligns with their target market, such as CISOs, CTOs, or other decision-makers. This approach removes the guesswork and allows brands to build authentic partnerships, making influencer marketing both scalable and efficient.

    How influencer marketing drives results in cybersecurity

    When executed correctly, influencer marketing can be incredibly powerful for cybersecurity brands. It allows them to reach high-intent audiences—people actively seeking solutions—who are more likely to engage. The key is that these audiences are hearing about your solution from someone they already trust, which significantly accelerates the sales cycle.

    For instance, when a respected influencer in the cybersecurity field endorses a product, their followers are immediately intrigued. They’re more likely to click through, read the content, and genuinely consider the solution. This level of engagement is rarely achieved through traditional advertising.

    Moreover, influencers help educate potential clients, breaking down complex topics in a way that resonates with their audience. This not only builds trust but also positions the brand as a credible authority in the space.

    Why data and technology matter

    As with any marketing strategy, measuring ROI is crucial. This is where data-driven platforms like Presspool.ai become invaluable. By providing real-time analytics on campaign performance, engagement rates, and conversions, these platforms allow companies to see exactly how their influencer partnerships are driving results.

    The ability to track and optimize campaigns in real-time allows brands to adapt quickly, ensuring they’re always getting the best possible return on investment. This combination of data-driven insights and authentic influencer partnerships sets the stage for the future of cybersecurity marketing.

    Related: AI Might Know What You Are Feeling Before You Even Do — Here’s How AI Can Help Us With Client Feedback

    As the digital landscape continues to evolve, cybersecurity companies must adapt their marketing strategies to avoid becoming irrelevant. Traditional advertising methods are rapidly losing effectiveness, and buyers are seeking more authentic, trusted voices.

    By embracing influencer marketing and leveraging platforms that streamline the process, cybersecurity brands can connect with their target audience in a way that’s both genuine and impactful. It’s not about replacing traditional methods entirely but rather integrating a more nuanced, trust-based approach that resonates with today’s discerning buyers.

    In an industry where trust is the foundation of every decision, I’ve seen first hand that building relationships through influencer marketing isn’t just a trend — it’s the future.

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    Jaxon Parrott

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  • Unbelievable facts

    Unbelievable facts

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    In the early 1990s, when Pepsi released Crystal Pepsi, Coca-Cola introduced Tab Clear and…

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  • Google begins wide rollout of ads in AI overview search results

    Google begins wide rollout of ads in AI overview search results

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    Alphabet Inc.’s Google is beginning a wide rollout of ads that will be displayed within and alongside the AI-generated summaries that appear at the top of some search results — a move meant to show investors that costly artificial intelligence projects can generate revenue.

    Some investors have worried that generative AI, the tech that underpins Google’s AI summaries, could cannibalize the tech giant’s search business, which is still by far its most lucrative unit. The company said in May that it would start testing ads in these search summaries, called AI Overviews, and now it’s rolling the feature out to anyone in the US using Google’s mobile app.

    Sponsored panels placed above, below and within the summaries have begun suggesting products related to the search query. At a demonstration for reporters held ahead of the announcement, searching “how do I get a grass stain out of jeans?” yielded AI-generated instructions followed by ads for Tide and OxiClean laundry products.

    The company will not share ad revenue with publishers whose material is cited in AI Overviews, a company spokesperson said.

    Google places its AI Overviews, which summarize the contents of search results, at the top of the page for some queries. First introduced in May, they were criticized for displaying inaccurate information and reducing the need to click through to cited websites that would earn ad revenue from visits. 

    The company has been under pressure to prove that it doesn’t have an unfair advantage over competitors in the search and advertising technology markets, which could have implications for its progress in AI. The US Justice Department in recent years brought two antitrust cases against the company, with a judge ruling in August that Google illegally monopolized the search business. The DOJ is considering seeking remedies including forcing the search giant to share precious search data with competitors — which they could use to bolster their own AI tools and services — and even breaking up the company, Bloomberg has reported. In a separate case, the DOJ leveled similar charges against Google’s ad tech unit. That trial wrapped up late last month.

    In a separate announcement on Thursday, the search giant also said it will start adding inline links to sources used in AI-generated summaries, and initial tests showed these links sent more traffic to websites compared to the old design with links at the bottom, said Rhiannon Bell, Google Search’s vice president of user experience, during the media demonstration.

    In addition, Google will begin sorting search results into scrollable lists of suggestions tailored to the user’s query and account history. “AI-organized search results,” as the company calls the feature, will initially be limited to suggesting recipes to American users of Google’s mobile app.

    The company also said that Google Lens, the visual search app, will now be able to process video and voice input in addition to photos and text.

    Recommended newsletter
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    Curtis Heinzl, Bloomberg

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  • Your chance to work directly with Taylor Swift’s former manager – ReverbNation Blog

    Your chance to work directly with Taylor Swift’s former manager – ReverbNation Blog

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    Learn how to turn listeners into lifelong fans in this series of interactive workshops hosted by ReverbNation

    Want to build an enduring fanbase that supports your music for years to come? It takes more than the songs themselves!

    This October, you can work directly with Taylor Swift’s former manager Rick Barker, as he shows us the roadmap for reaching and wowing the right listeners. Join us for this four-part livestream series called Turning Listeners into Lifelong Fans:

    By the end of four FREE weekly workshops, we’ll know exactly how to transform strangers into fans, and fans into long-term advocates for your music. 

    I say us because this series is part of ReverNation’s weekly Music Career Study Group livestream. So Kevin Breuner and I will be joining live to help guide the conversation and highlight the best questions and examples from the chat.

    A no-nonsense strategy for music success

    By combining the same marketing principles he used to establish the career of one of the biggest stars in the world, with his passion and curiosity for the very latest in music trends, communication tools, and promo tactics — Rick will empower you to move your music forward over the next year. And not by inches, but miles.

    Turning Listeners into Lifelong Fans:

    Week 1: The Art of Building a Fanbase (Thursday, October 3rd at 2pm EST)

    Week 2: Engaging and Growing Your Audience (Thursday, October 10th at 2pm EST)

    Week 3: The Superfan Blueprint (Thursday, October 17th at 2pm EST)

    Week 4: Long-Term Fan Engagement Strategy (Thursday, October 24th at 2pm EST)

    Join us LIVE on YouTube or Facebook each week!

    And be sure to click the notification bell or RSVP so you don’t miss the workshop.

    Rick will be there every Thursday to answer your questions and provide step-by-step guidance through his actionable strategies, which you can repeat in your own career. 

    Tired of taking random stabs at fanbuilding? 

    By the end of October, you’ll know exactly how to inspire your growing audience to invest more of their time, passion, and money in your music!

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    Chris Robley

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  • Master These 4 Elements to Develop a Powerful Personal Network | Entrepreneur

    Master These 4 Elements to Develop a Powerful Personal Network | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Consciously or unconsciously, we are all being evaluated by the four Cs of networking. The four Cs are credibility, competence, clarity and connectivity — these are the elements that are necessary to develop a powerful personal referral network.

    When meeting a stranger, you are likely to be asking yourself one or all of the following questions: Can I trust this person? What does he or she want? What are their intentions? Do they want something from me? All of these questions point to someone’s credibility. Credibility means they are believable and worthy of our trust. Virtually no one gives referrals to someone relating to a person that they don’t trust.

    From a general interpersonal and social scenario, trust or trustworthiness is the first box that needs to be ticked off in our minds before we let someone into our referral sphere. We assess a person’s credibility above all else when interacting with others.

    Related: Want to Succeed as an Entrepreneur? Discover the Key to Building Long-Lasting Connections

    Only when credibility has been established would we then entertain evidence supporting one’s level of competence. After all, what good is it to have someone around us who hasn’t earned our trust? In the past and even today when interacting with others, competence is a skill while credibility is a reputation. The more we demonstrate competence and credibility, the more we build trust with someone.

    Credibility and competence go hand in hand in business as they do in non-business social interaction, but there is an important distinction. In terms of business and referral passing, you can have competence without establishing credibility, but you can’t have credibility without being competent. In the business context, competence supersedes credibility — that’s right, competence comes first in a referral relationship! Competence is the possession of the required skill, knowledge and qualifications to apply their craft. In addition to credibility, no one refers people who they don’t believe are competent as well. Ever.

    It’s important to note that competency can lead to credibility, but credibility cannot lead to competency. Competency is a prerequisite for credibility in terms of referral passing. Just because you are credible as a person does not necessarily mean you are competent at what you do.

    As you go about your life interacting with others, you are doing more than just assessing one’s level of credibility and competence, which are the first two Cs. The next C is clarity, which has to do with how clearly a person communicates their message to others. If someone spoke to you in a way that lacked clarity about what they want or need, it is more difficult for you to help them or more specifically refer them to someone in need of their product or service. If someone is not clear about what they value and how they feel, it is not easy for you to read them and connect with them. So even if someone has established credibility and is clearly competent, without clarity, it’s hard to fully understand how to refer them effectively.

    It is human nature when considering others to assess whether they are credible, competent and clear. The fourth C is connectivity. It is a recently coined term, but its relevance to human interactions is also as old as time itself. Connectivity refers to the quantity and quality of a person’s connections. In this day and age, it is fairly easy to determine a person’s connectivity, especially online since you can look at the number of followers they have and the caliber of their connections.

    Related: 5 Ways to Network Your Way to Business Growth and Wealth

    Whether you are aware of this or not, you are assessing how well-connected a person is. As you interact with others, you are calculating one’s level of connectivity. You are observing a person’s acquaintances and with whom they spend their time. Knowing a person’s social circle is important because it is human nature to seek to rub shoulders with individuals who are highly connected. Having the right connections is not only helpful on a daily basis as you go about taking care of your family and resources but also essential, especially during difficult times.

    By now it should be clear that you consciously and or subconsciously assess people you interact with in terms of their credibility, competence, clarity and connectivity. If this is true, then if we turn the tables, it is therefore obvious that you, too, are being evaluated by others with respect to the 4Cs. People are making value judgments with respect to each of your Cs as you are of theirs. The 4Cs are at play whether we like it or not and largely impact how well-respected we are in our communities. If you want to have strong healthy connections with others you will need to invest in developing each one of your Cs. You need to be credible. You need to be perceived as competent. You need to be clear in your communication and you need to grow your connectivity.

    This article was developed in conjunction with Dr. Oudi Abouchacra.

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    Ivan Misner

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  • 4 Content Secrets That Any Business Can Apply | Entrepreneur

    4 Content Secrets That Any Business Can Apply | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Every company faces more pressure than ever to offer their customers outstanding digital experiences. Content such as text, images, video and more is the substance of those digital experiences, so every business needs to get content right. Why not learn from the pioneers of digital experience, SaaS (software as a service) companies?

    Consider why SaaS companies like Intuit and Salesforce excel at content. From day one, successful SaaS companies support the end-to-end customer experience through diverse content, ranging from inspirational podcasts to product explainer videos to contextual help. As a past head of content for Mailchimp, I know firsthand that when customer experience is digital, content is critical. Consider these four content secrets that can benefit any business.

    Related: How to Create Content that Generates Exposure, Loyalty and Sales

    1. Show and tell your brand purpose

    A meaningful purpose can differentiate a brand from any generation, but especially the up-and-coming Gen Z. One recent study by Roundel found that 73% of Gen Z participants will buy only from brands they believe in.

    Adding purpose to a brand starts with defining it. But that can’t be where purpose ends. A brand has to demonstrate its purpose or risk coming across as unauthentic or even hypocritical.

    Salesforce is a model for showing, not just telling, its purpose through content. From almost day 1, Salesforce has said its purpose is to “build stronger relationships.”

    Recently, the successful SaaS launched a Netflix-like experience called Salesforce+. This streaming service provides on-demand content with very high production value about timely business and marketing topics, often involving Salesforce customers.

    I’m not saying every company has to be Netflix. But every business can offer content that brings its purpose to life. For instance, The Home Depot offers project, buying and inspiration guides that show it empowers “more doing.” Patagonia’s catalog is more like an outdoor magazine with stories illustrating its commitment to “protect our home planet.”

    Related: Don’t Just Hire — Grow Talent. 4 Ways to Set Your New Employees Up for Growth

    2. Go beyond customer service to customer success

    Great SaaS have figured out how to handle customer service digitally and enable customer success. Outstanding SaaS offers content to help customers solve problems and get more value.

    Content examples include but are far from limited to

    • Microcopy, such as labels, instructions, headings, icons, and error messages.
    • Wizards or step-by-step interactive guides.
    • FAQs that are easily accessible by chat and voice search.
    • Contextual help, such as tooltips and notifications.
    • Best practices based on the most successful customers.
    • Chatbots or copilots fueled by FAQs, contextual help, and other content.

    A great SaaS example is Intuit Assist, an AI-powered advisor that works across all Intuit products–and that has earned distinctions like the Fortune 50 AI Innovators. Forward-thinking businesses are taking note. For instance, Wal-Mart recently launched a copilot that allows customers to request “Help me plan a Halloween party” and receive relevant product suggestions across all departments.

    Not ready for a full-on AI bot or copilot? Your company can leverage content to help customers and train an AI bot or copilot later.

    Related: Why Doing the Right Thing Leads to Long-Term Success

    3. Promote less, guide more

    Every business faces the challenge of merchandising their products or services to fuel growth. Look at the way high-growth SaaS makes customers aware of relevant new offerings. Rather than blast sales-y ads and emails repeatedly, the best SaaS nudge customers to try new features, products, or services by suggesting them to customers most likely to benefit at the right time.

    For example, during my time at Mailchimp, the SaaS grew quickly and added features steadily. So, while the engineers built the features, my teams built the content to encourage and support customers. We found a strong correlation between suggesting a useful how-to article for a new customer attempting a feature for the first time, that customer’s success, and millions of dollars in revenue.

    I’m not saying your company should never place an ad again. But I’m willing to bet the uptake of your offerings will be much higher if you guide customers.

    Even a product as simple as an eyeshadow stick, as seen with the wildly successful Thrive Causemetics, includes detailed descriptions, how-tos (both text and video), images for different skin types, FAQs, statistics, pro tips from the founder, and more.

    4 Get your content in order

    This secret is about what happens behind the scenes with content. There is no content fairy to magically create and manage your content. (No, not even AI can do that!) But there is content operations — the combination of people, processes and technology that orchestrate end-to-end content. Smart SaaS matures its content operations quickly so that it can scale. At Mailchimp, I added modern content roles, defined new processes and led the adoption of content workflow software.

    Recently, Pfizer realized just how important content operations is to sustaining and expanding its business. At Adobe Summit, Jane von Kirchbach, Senior Vice President of Digital, said that “over the period of the pandemic, we touched more than one billion lives. This is our time to amplify how we engage with our customers, with our patients, with our doctors, and hospitals. Content is at the heart of that transformation.”

    Pfizer transformed its content operations by streamlining its end-to-end content supply chain, automating workflows, and using AI to assist content development. These changes reduced content creation time by more than 50%.

    So, as your business has to compete on digital experience, you can gain an advantage by acting like a world-class SaaS. Imbue your digital experience with content that shows your purpose and empowers your customers to succeed. And set up the right content operations to scale. The better your business gets at content, the more your business will grow.

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    Colleen Jones

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  • Destination Athlete is a Low Cost and Home Based Franchise | Entrepreneur

    Destination Athlete is a Low Cost and Home Based Franchise | Entrepreneur

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    3 Benefits of owning a Destination Athlete franchise:

    1. Exclusive territory rights providing a potentially unopposed market presence.
    2. National brand support including advertising, SEO, and a robust franchisee network.
    3. Flexible, home-based business model allowing for full-time or part-time commitment.

    Destination Athlete is a franchise that provides comprehensive resources for youth and school athletic teams, specializing in equipment, apparel, fundraising, and performance solutions. Established in 2008, the company offers entrepreneurs a low-cost, home-based opportunity to support athletes and sports teams with a one-stop resource that aims to fulfill all their needs. Click Here to learn more about Destination Athlete.

    Key Facts:

    • Minimum Initial Investment: $28,300
    • Initial Franchise Fee: $20,000 – $50,000
    • Liquid Capital Required: $20,000
    • Net Worth Required: $100,000
    • Veteran Incentives: 15% off franchise fee

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    –

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  • The psychology behind the pumpkin spice frenzy – WTOP News

    The psychology behind the pumpkin spice frenzy – WTOP News

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    A marketing expert from the University of Maryland tells WTOP that the reason people are so into pumpkin spice isn’t accidental — it’s all psychological.

    There’s two types of people in your neighborhood coffee shop right now: Those who can’t get enough of pumpkin spice lattes and those who want to hurl every pumpkin to the moon. That moneymaking “flavor of the week” has turned into months, and it seems to come around sooner and sooner every year.

    And none of it is an accident — it’s all psychological.

    Part of it is the pumpkin itself. It’s a fruit you associate with autumn and Halloween, and it’s often mixed with other spices, such as nutmeg and cloves, to provide a bit of warmth to your palette. But the other part is the fact that you know the pumpkin flavors aren’t going to last forever. Your brain tells you that you need to get it now, before it’s too late.

    “Your brain is saying ‘there’s only this window of time where I can take advantage of this wonderful beverage when I swing by Starbucks,’ and so it’s now become part of our routine,” said Hank Boyd, a clinical professor of marketing at the University of Maryland.

    It’s the same reason your coffee shop will move from pumpkin to peppermint flavors sometime in November.

    “It’s almost like a Pavlovian response,” Boyd added.

    Of course, your FOMO for pumpkin is also a reason why pumpkin spice season might be starting sooner than you thought — too soon for some people, in fact.

    “In theory, they say ‘we’ve got to keep the exclusivity, but how far can we push the envelope?’” Boyd said. So while it might start in late August, “at some point, they’ve got to say ‘enough is enough, we can’t go any further and we’ve got to keep this window.’ If you offered it all year, it loses its whole appeal. It’s not special anymore.”

    “Scarcity is something that drives us,” he added. “’If I don’t act now, I’m going to lose and wait a whole other year,’ you will definitely come in and you’ll see the numbers spike.”

    Between August of 2023 and July of 2024, it’s estimated Americans spent nearly $817 million on pumpkin spiced products, down from the year before but still up by over $200 million compared to 2020, according to the market research firm NIQ.

    “From a business standpoint, you’re saying, ‘How far can we extend that window to where it still has that scarcity effect happening and folks are once again having all those great associations with that time of year for that particular product?’” Boyd said.

    “We’re accustomed to getting things whenever we want them. The time where there’s a certain product, there’s a certain service out there that’s kind of rare, the fact that I have to wait for it makes it even more desirable,” Boyd said. “That’s what’s kind of cool. So from a marketing standpoint, we won’t give up playing that card.”

    Get breaking news and daily headlines delivered to your email inbox by signing up here.

    © 2024 WTOP. All Rights Reserved. This website is not intended for users located within the European Economic Area.

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    John Domen

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  • Your Current Marketing Plan May Not Work Overseas — Copy Strategies From Spotify and Snickers to Succeed Anywhere | Entrepreneur

    Your Current Marketing Plan May Not Work Overseas — Copy Strategies From Spotify and Snickers to Succeed Anywhere | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Expanding into new international markets presents an exciting yet formidable challenge. With over two decades in the PR industry, I’ve navigated the complexities of diverse cultural landscapes and I’ve seen firsthand how a PR strategy that thrives in the U.K. might not resonate, for example, in the U.S., Asia or Brazil. The key to a successful international PR campaign lies in understanding and adapting to the unique characteristics of each market.

    So, how do you ensure your PR strategies are optimized for foreign markets? This article will explore how to elevate your PR game to meet the demands of international audiences. Drawing on inspiring examples from leading brands and our own successful expansions into various markets, we’ll provide insights to help you scale your business effectively.

    Related: 10 Expert Insights for the Optimal (and Most Effective) PR Budget in 2024

    Understanding the new market

    Before venturing into a new market, comprehensive research is critical. This involves delving into the region’s culture, consumer behavior, current market trends and competitive landscape. For instance, conducting targeted surveys can shed light on customer sentiments toward your competitors and identify key issues your target audience faces. This insight allows you to tailor your PR campaigns to address those specific needs.

    Understanding the local culture is equally important. A prime example is Uber’s adaptation to the Indian market by offering cash payments and auto-rickshaw options. This localized approach garnered significant media attention and resonated with the Indian audience, highlighting the importance of cultural adaptation in PR strategies.

    Localized content and messaging

    A one-size-fits-all approach to PR and communications is rarely effective when entering new markets. The success of your PR efforts hinges on your ability to adapt content and messaging to the local context. Here’s how you can ensure your PR campaigns resonate with the new audience:

    1. Tailor your content: Use insights from your market research to customize your messaging. This involves adapting your brand’s tone, style and content to align with the cultural and linguistic preferences of the local audience. For example, in Germany, where directness is valued, a straightforward approach might be more effective; whereas, in Japan, a more subtle and respectful tone might be preferred.
    2. Engage local PR experts: Collaborating with local PR firms can be helpful. They have a deep understanding of the cultural nuances and can help craft messages that are both culturally sensitive and engaging. They also offer insights into local media landscapes and consumer behavior, which can guide your PR strategy.
    3. Incorporate cultural significance: Recognize and respect local holidays, milestones and cultural events. Tailoring your PR campaigns to reflect these significant moments can enhance audience engagement. For instance, incorporating local stories and testimonials in your campaigns demonstrates your brand’s commitment to understanding and valuing local traditions.
    4. Be sensitive to local norms: Ensure that your campaigns do not inadvertently offend or alienate the local audience. Familiarize yourself with cultural sensitivities and avoid using stereotypes or imagery that may be deemed inappropriate.

    A nice example of localized content across regions is the Snickers campaign “You’re not you when you’re hungry,” which ran for over six years across 58 markets. While the message remained the same globally, its presentation was tweaked for different markets. For instance, U.S. audiences were treated to the famous Betty White Superbowl ad in 2010, while in the U.K., the campaign was launched using Twitter (now X). National newspapers picked up the story and a campaign of just 25 tweets reached more than 26 million people.

    Related: Beyond Borders: Five Tips For Expanding Your Business

    Building relationships with local media

    Cultivating positive relationships with local journalists and media professionals is crucial for gaining favorable coverage. If you’re not familiar with the local media in a new area, a quick online search can help identify key newspapers, TV stations, radio channels and news sites.

    Spotify’s launch in India in 2019 serves as an excellent example. By engaging local media with relevant campaigns and participating in social media trends, Spotify gained substantial media coverage and built a strong presence, reaching over 100 million listens from more than 55 million active Indian users by December 2023.

    Face-to-face interactions, such as conferences and product launches, can significantly enhance media relationships as well. Research shows that 61% of people consider such direct engagement the most effective marketing channel.

    My team has experienced how valuable these interactions can be by attending major conferences like Latitude59 in Estonia and Money20/20 in Amsterdam and Thailand. These events provide invaluable opportunities to meet media representatives through side events, partnerships with organizers and pre-booked meetings. By building relationships in these settings, we’ve been able to collaborate on article pieces and extend invitations to our own media events, further solidifying our presence in these markets.

    Related: Why Local Media is the Secret to Getting Free PR

    Utilizing sponsored content

    Sponsoring content is another effective strategy for penetrating new markets. By sponsoring sports teams, events, TV shows or online content, you can increase brand visibility and control the narrative presented to your audience. Sponsored content allows you to maintain creative control while ensuring rapid visibility across key media outlets.

    For example, our own experience with a sponsored article in IBTimes significantly boosted our visibility as we expanded into the Asian market. The article highlighted our strategic move to incorporate a wholly-owned subsidiary in Hong Kong, effectively targeting a specific audience interested in market expansions and financial operations. This demonstrates how a timely paid piece can be more efficient than waiting to cultivate a new media relationship, especially when immediate visibility is crucial.

    By combining paid and organic PR, you can maximize the impact of your brand in new markets and deliver its message more effectively.

    Related: Does PR Actually Help Increase Sales? Yes — Just Do It Right and Be Patient

    Leveraging influencers and local advocates

    Influencers play a crucial role in amplifying your brand’s reach in new markets. Their established trust with their followers can significantly enhance your product’s credibility. To leverage this, identify influencers who align with your brand values and offer them exclusive access to your products. This strategy helps build trust and effectively engages new customers.

    While global celebrities can boost brand visibility, partnering with local influencers and advocates who genuinely connect with the target audience can be more impactful. For instance, Nike’s “Nothing Beats a Londoner” campaign successfully used local athletes to connect with young Londoners, resulting in a significant increase in searches for Nike products.

    Another great example is the fintech company Wise, originally founded in Estonia, which specializes in international money transfers. To promote their international Visa debit card in Brazil, Wise recently launched a national campaign featuring local influencers and brand ambassadors. The positive media coverage and high engagement levels indicate that this localized approach is already proving successful.

    Related: How Can Startups Leverage Influencers?

    Developing a local network

    Just as leveraging local influencers and advocates is key to establishing your brand, developing a robust local network is equally important. A strong network can open doors to future partnerships, provide valuable insights and offer resources that are crucial for navigating the cultural and regulatory landscapes of a new market.

    When we expanded to Estonia, we experienced firsthand the power of a local network. Through Estonia’s e-Residency program, we were able to quickly and efficiently set up our company and operate globally from a digital hub. But the benefits didn’t stop there. The program introduced us to key stakeholders, bridged connections with local media and even provided a platform for us to share our news. This network facilitated our entry into the market and laid the foundation for sustainable growth.

    By actively cultivating relationships with local business leaders and government agencies, your brand can gain the support and credibility needed to thrive in new markets. Engaging with local chambers of commerce, industry groups and other community organizations can also help you stay informed about market trends and opportunities, making your PR strategy even more effective.

    Monitoring and measuring success

    Last but not least, ongoing monitoring and evaluation are essential to gauge the effectiveness of your PR strategies. Establish KPIs to track progress against your objectives and measure ROI. Utilize tools like Google Analytics, social media monitoring and sentiment analysis to track engagement, brand awareness and media coverage.

    As discussed, entering new markets successfully demands a well-researched and strategically tailored PR approach that adapts to local consumer needs and cultural nuances. By applying the insights shared in this article, you’ll be well-equipped to effectively navigate international landscapes, build brand awareness, trust and credibility in new regions and drive sustainable growth for your brand.

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    Alexander Storozhuk

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  • 3 Recession-Proof Lessons We Can Learn From the Medspa Industry | Entrepreneur

    3 Recession-Proof Lessons We Can Learn From the Medspa Industry | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Estée Lauder chairman Leonard Lauder called it the “lipstick effect” — the growth in demand for small luxuries during times of economic uncertainty. The assumption behind this phenomenon is that when people are under more stress, beauty and self-care rituals offer a form of psychological comfort.

    McKinsey even reported a surge in demand for skincare and wellness products during the pandemic. So, with fears of an economic downturn never far from the surface, might the same apply to the more affordable alternatives to surgical procedures like tummy tucks?

    One of the most recognizable dermatology brands in the U.S., LaserAway, has now expanded to over 120 locations and reports the industry has been growing at over 20% annually in America. CEO Scott Heckmann says that LaserAway experienced “strong years” in 2008 and 2020 despite the recessions. He put it down, in part, to patients moving away from higher-cost providers like plastic surgeons and dermatologists.

    As CMO of Vagaro, a software provider to the wellness industry, I have witnessed it myself: So many people are abandoning surgical procedures for non-invasive methods such as body contouring that advancements in beauty technology are now allowing. They are simply more accessible and less overwhelming. I want to dive deeper into LaserAway’s growth as a barometer of the industry because it has drawn out three lessons that can help other beauty brands recession-proof themselves in an unpredictable economic climate.

    Related: 7 Strategies to Recession Proof Your Business in 2024 and Beyond

    1. A changing market is a good market

    When customers trust a clinic’s practitioners with something as sensitive as their bodies and faces, being very transparent about what’s involved in a procedure is critical to credibility. LaserAway’s social media features videos with real people, real nurses, actual treatments and basic plotlines — at their heart, these procedures are about helping people find their self-confidence.

    Providing people with a realistic picture of likely outcomes also ensures they are more likely to end up satisfied with the treatment. Internal data from our marketplace shows increasing demand for these non-invasive aesthetic treatments. Over the last five years, we have seen an average annual growth of new medspa businesses on our platform of 24%.

    Technology has been a key factor. While cosmetic surgeons have a very limited audience at a high price point, medspa clinics offer myriad services that open the door to a large market — including an increasing number of men. In fact, skincare makes up 45.6% of the global men’s grooming market (worth $85.2 billion in 2023) as old masculine stereotypes give way to self-care among younger generations.

    Related: 5 Recession-Proof Businesses to Start in a Turbulent Economy

    2. Diversification builds resilience

    In many industries, brands must be niche with their products or services. But medspa chains like LaserAway, Sculpt MD and Sono Bello can on-sell a range of services while still maintaining expertise in each area. That diversification is really important because it drives repeat customers and more revenue. When people get body contouring once, they are likely to come back. It’s the same with Botox.

    On our platform, we’ve found that medspa businesses offer an average of 47 services. Having a balance of higher and lower-value offerings like this is a great strategy to maintain steady income through economic fluctuations as people regard treatments as an ongoing investment in their well-being.

    Technology with embedded payments is also a key feature in helping people afford all types of treatments. A lot of consumers are choosing non-invasive procedures because they get the same results as surgery but don’t have to deal with the long recovery time.

    However, the pay-later option can make these treatments financially viable. Getting people through the door, however, does not require the hard sell because consumers are savvier than ever about what they want and expect.

    3. The power of referrals

    All beauty businesses need to be aware that the traditional sales model has evolved after first engaging customers through their different digital and marketing channels. The pandemic was the big impetus for digital influence, but people now want to be impacted through the use of real-life case studies instead of feeling like they are being “sold to.” Hence, the role of influencers.

    We can now assume that once people have sought out a product or service online and done their own research, they are already warm. For me, it is only once I have satisfied myself that a company has authority and integrity that I am ready to talk to a salesperson. The demand for more authenticity only reinforces the idea that the biggest point of sale in the beauty and wellness space should be referrals.

    It will be interesting to watch companies shift to this new expectation of how consumers want to be influenced through sales. This is especially the case since they are already doing so much right, such as their onboarding process that leads patients to choose their treatment, their body target areas, number of treatments already received, and their age. This kind of data can inform the appropriate regime and be leveraged to anticipate consumer trends and continue to build credibility.

    Related: How Small Businesses Can Survive and Thrive in a Recession

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    Charity Hudnall

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  • Marketing vs Advertising: What’s the difference? – ReverbNation Blog

    Marketing vs Advertising: What’s the difference? – ReverbNation Blog

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    “Marketing” is a term that gets thrown around a lot in the music industry.

    But it’s important to understand exactly what marketing is (and isn’t) if you want to drive results for your music. And one of the more important things to clarify is the difference between music marketing and music advertising.

    Here’s a quick explainer for musicians.

    What is music marketing?

    Marketing is any series of deliberate actions you take to create awareness for your music, build a fanbase, and generate revenue.

    It’s also the ongoing effort of sharing your music, or a part of your music’s story, in a compelling way, to the right audience, through the right channels, at the right time, so that someone will notice, care, and take action.

    Because “marketing” covers so many possible channels, goals, and tactics, it’s really an umbrella term that can encompass many specific endeavors, including:

    Many artists make the mistake of seeing these individual marketing endeavors as separate or even interchangeable. But marketing is the whole strategy, the game-plan that ties each of these efforts together into a larger journey.

    It’s a more complete vision for how you’ll get your music noticed and move listeners from strangers, to fans, to customers, to lifelong advocates of your art.

    What is music advertising?

    Let’s face it. Your following on social probably doesn’t see everything you post.

    So if you lean on organic social posts to do all your communication work, you’re leaving a lot of opportunities on the table:

    Enter advertising, sometimes called “paid media.”

    (Because you’re paying… for media… to get attention.)

    The focus of advertising is to give you a fast and targeted way to reach the right audience at the right time:

    Different forms of music advertising

    Advertising — even within a single industry, such as recorded music — can take many shapes.

    Want to run ads for your music? That could mean a full-page ad in a glossy magazine. A billboard in Times Square. Or a radio commercial.

    But more often for musicians today we’re talking about digital ads.

    The kind of sponsored content you see when scrolling Instagram or TikTok. The pre-roll ads that play before YouTube videos. The audio ads that free users of Spotify periodically hear.

    Or the playable banner ads that appear when you’re reading an article on Pitchfork or NME:

    Advertising cuts through the noise

    When a message or objective is important enough that you’ll pay for people to see it, advertising helps your audience take notice.

    Not only because it boosts the likelihood that your content will be served up in the first place, but because ads can be delivered multiple times to the same person.

    And in a world of distraction where (by many marketers’ calculations) people need to see something between 7-13 times before they act on the information, advertising does a better job than most other forms of marketing at simply reaching people.

    So advertising is a great option for reaching new listeners and growing your audience. But it’s also a good solution when you need to get important messages in front of your existing audience.

    And when you factor in “retargeting,” which is the ability to send ads to people you know have already interacted with previous ads, tracks, or videos, then advertising becomes a powerful tool to move listeners from point A to Z.

    The easiest way to advertise on major music websites

    As you can tell from this article, advertising is just ONE component of the music marketing toolkit. So just like with organic social, you can’t expect it to do ALL the work.

    But when used in conjunction with other marketing efforts (such as creating great social content, building and using your email list, etc.), advertising can help your music go much further.

    Are you looking for the easiest and most budget-friendly way to get your music onto popular sites like Pitchfork, Billboard, RollingStone, MTV, and NME? Check out ReverbNation’s Promote It! You can launch your first campaign in minutes.

    Special offer: From now through August 31st, you can even save $10 on a Promote It campaign when you set a campaign budget of at least $21. Use the code PROMOTEIT10 at checkout. 

    And be sure to read these tips on how to create an effective ad that performs well.

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    Chris Robley

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  • Double Your Traffic and Boost Your Sales With This Ecommerce SEO Guide | Entrepreneur

    Double Your Traffic and Boost Your Sales With This Ecommerce SEO Guide | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Many ecommerce brands spend huge budgets on paid advertising to generate leads. They invest time and money into pay-per-click campaigns, but once the ad spend stops, so does the traffic.

    What they’re missing is a sustainable strategy that continues to drive traffic and sales without ongoing ad costs.

    That’s where SEO comes in. When you optimize your website for search engines, you can attract a steady stream of potential customers who actively search for what you offer.

    In this article, I’ll show you the best SEO tips to double your ecommerce organic traffic and increase revenue without relying on expensive ads.

    Related: 5 Simple SEO Strategies to Improve Your Rankings

    Why is SEO important for ecommerce businesses?

    There are more than 26.5 million ecommerce websites worldwide, which makes it incredibly hard to get yours noticed. With the right SEO strategy, however, you can boost your online presence, attract targeted traffic and drive more sales.

    When you rank well for certain keywords in search results, it makes it easier for potential customers to find you when they look up relevant products. These people are actively searching for your products, which means they are more likely to become your customers.

    High rankings also boost your brand’s credibility and authority because consumers perceive top-ranking websites as more trustworthy.

    So, let’s see how you can use SEO to get these benefits for your small business.

    5 steps for doubling your ecommerce organic traffic

    Doubling your organic traffic may seem daunting, but with a clear SEO strategy and consistent effort, you can achieve it quicker than you think. The trick is to master the basics, which are often overlooked while chasing for some secret formula that gives instant results.

    That’s why you should:

    1. Do more extensive keyword research

    Keyword research is crucial for ecommerce businesses, as it helps identify keywords potential customers use when searching for products. To do it right though, you need to go deeper than traditional metrics like search volume and difficulty.

    Instead, focus on understanding the search intent behind each keyword. Some people are looking to learn more about a topic, while others may be more interested in buying a product.

    You should focus on keywords with clear purchasing intent, which are more likely to drive sales. For example, if you have a beauty products store, you may initially target a high-volume keyword like “best skincare routine.” However, people searching for this term are typically seeking information, not necessarily looking to buy.

    Targeting keywords like “best price for anti-aging cream” can increase sales, as people searching for these terms are ready to make a purchase.

    Related: Trying to Rank for a Keyword on Google? Don’t Fall for These 3 Myths.

    2. Optimize product pages

    Well-optimized product pages can significantly increase conversion rates, boost user experience and improve search engine rankings.

    Here are a few actionable tips on how to optimize your product pages:

    • Create clear and keyword-rich URLs for your product pages.

    • Use power phrases like “X% off” or “Lowest price” to get people to click on your page.

    • Provide detailed product descriptions that include key features, benefits and specifications.

    • Incorporate relevant keywords naturally into your product descriptions.

    • Use high-quality images and videos to show your product’s features.

    • Display customer reviews and ratings to build trust.

    • Place clear and engaging CTAs, such as “Add to cart” or “Buy now” across the page.

    • Use schema markup to help search engines understand your product information better.

    • Ensure your product pages are mobile-friendly, as most online shoppers use smartphones.

    3. Optimize category pages

    Optimizing category pages is a crucial SEO tip for improving user experience, boosting rankings and driving more sales. In the beauty products industry, for example, well-structured category pages like “Skincare,” “Makeup” and “Hair Care” can attract users searching for these terms and guide them to specific products.

    Further optimize your category pages by using relevant keywords in titles and descriptions, writing unique content that focuses on product benefits and ensuring a clean layout with high-quality images.

    You should also implement schema markup for rich snippets and add internal links to related categories to improve navigation.

    4. Increase content velocity

    Your competitors are likely publishing a lot of SEO content. So, to stay competitive, you need to publish even more.

    If you only publish two blog posts per month, you won’t be able to rank effectively and might risk falling behind. Increasing content velocity is an essential part of SEO writing that helps you cover more topics, target more keywords and reach a wider audience. As a result, you can improve your website’s visibility and get an influx of fresh organic traffic.

    However, to engage potential customers and drive more conversions, it’s essential that each piece of content is relevant to your audience’s interests and matches the unique user intent for each keyword.

    5. Build high-quality backlinks

    Building high-quality backlinks improves your search engine rankings and domain authority, which makes it easier for customers to find you.

    The key to effective link-building is to focus on quality and relevance. One high-quality backlink is worth more than a dozen links from link farms. Similarly, a backlink from a relevant source can boost your rankings more than numerous irrelevant links.

    For example, a beauty products store can benefit from backlinks on reputable beauty blogs, skincare forums or collaborations with industry influencers. These backlinks improve SEO and drive targeted traffic from audiences already interested in beauty products, which supports your visibility and credibility.

    Related: 7 Link-Building Tactics You Need to Know to Skyrocket Your Website’s Rankings

    Consistent effort and strategic SEO practices can help you stand out in a crowded market and achieve sustainable growth. The key is to focus on deep keyword research, optimize product and category pages, increase content velocity and build high-quality backlinks.

    Follow these simple ecommerce SEO tips to double your website traffic and get ahead of your competitors.

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    Nick Zviadadze

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