ReportWire

Tag: Marketing

  • Using generative AI to build customer trust

    Using generative AI to build customer trust

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    With the increasing adoption of AI-powered tools in marketing, protecting consumer data is paramount to inspiring loyalty and trust. However, alongside data protection, establishing robust governance practices is equally crucial.  

    As we all begin to contemplate how we will use AI within our roles and organizations, there are a couple of roadblocks we need to address. In the current season of my podcast, Navigating Marketing & AI, I’ve been talking with marketing industry leaders about the new era of AI, and I’m excited to share their insights about responsible AI usage. A deliberate, thoughtful approach to implementing AI builds trust with employees and consumers alike. Understanding AI governance principles and creating standardized processes helps marketing teams harness the capabilities of AI while protecting consumer privacy. 

    Understanding the principles of AI governance

    Business leaders who understand how generative AI works can help their organizations develop effective safeguards for AI usage. As stewards of customer data, businesses, and marketing teams need to protect and use that data appropriately with AI-powered tools. “We need to set very clear guidelines for AI usage, and we need to emphasize transparency, privacy rights, and governance,” says Jose Luis Ortiz, Head of Sales and Industry, Microsoft US Retail and Consumer Goods.  

    Preparing guidelines and rules that standardize AI requirements throughout an organization encourages employees to experiment with AI safely and securely. At Microsoft, this has taken the form of the Responsible AI Standard, which emphasizes transparency, fairness, reliability, privacy, and inclusiveness. Business leaders can lean on this proven framework to develop their own organizational governance, as our recommendations are based on our own engineering practices. 

    “It’s important to think about responsible AI and how marketing teams are going to use these new technologies in a compliant, secure way that creates great customer experiences,” says Bill Hamilton, Vice President and Head of Marketing Technology and Worldwide Marketing Operations at Microsoft. 

    Audio description version: https://youtu.be/SeD6xJZ2xjI

    Standardizing AI practices for privacy and compliance

    For organizations that use AI-generated marketing assets and images in public venues, standardized AI guidelines are important to identify any proprietary or privacy concerns. “We are being very careful about the guardrails that we are putting around the content, assets, and imagery that will end up in the outside world,” says Jennifer Kattula, General Manager, Marketing, Microsoft Advertising. 

    One practical way to implement AI standards is to create a responsible-AI team or governance group. As marketing teams experiment with and develop AI-powered tools, processes, or content, experienced AI users can help ensure that these innovations align with organizational policies regarding privacy and security.  

    “We have a responsible-AI team that follows a documented set of practices that Microsoft has established across teams,” says Stephanie Ferguson, Corporate Vice President, Global Demand Center, at Microsoft. “We essentially get things responsible AI–certified in order to use them, and I love that.” 

    Audio description version: https://youtu.be/PcylavwjsI4

    Building trust into the customer experience with responsible AI 

    Data privacy is among consumers’ top priorities and customers return to brands they trust. As businesses and retailers collect more insights into customer activity, they must protect that information to build brand loyalty. “Privacy in marketing is essential,” says Ferguson. “You have to handle customer information very carefully and really assure them that you’re trustworthy as a company.” A business-wide commitment to using AI responsibly can reassure customers that their data is secure and create a trustworthy relationship. 

    Accelerating the journey to responsible AI usage

    Building a responsible AI framework is the first step toward protecting valuable customer data as marketing teams and executives consider how to incorporate generative AI into their work. Marketing leaders who embrace standardized AI processes contribute to their organizations’ ability to build consumer trust and provide employees with important guardrails to explore the exciting possibilities AI has to offer. 

    I hope this blog has helped you unpack the importance of AI governance and how it impacts marketing. Microsoft is committed to secure and responsible AI practices that support business transformations. To discover more about how we are experimenting with generative AI, I invite you to review the third season of my podcast.

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    Sydne Mullings

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  • How to Determine The Ideal Length of Your Marketing Emails Your Customers Will Actually Read | Entrepreneur

    How to Determine The Ideal Length of Your Marketing Emails Your Customers Will Actually Read | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Email marketing is booming: last year, 52% of marketers said their campaign’s return on investment (ROI) doubled, while 5.7% of marketers experienced an ROI four times larger compared to 2022, a Statista report shows.

    How can you create similar results for your business this year?

    The effectiveness of email marketing comes down to a few key factors:

    • Knowing your audience and its pain points and desires.
    • Creating emails that respond to those specific needs.
    • Getting your emails in the inbox, where your subscribers can interact with them.

    As the CEO of a B2B email marketing company, I often hear from customers about their top challenges. A big one? Creating emails that really engage and drive results. Getting the content, length and audience targeting just right is tough.

    Related: How to Get People to Open – And Read – Your Emails

    Most of your prospects prefer shorter emails

    If you’re struggling to make your emails more engaging, here’s an aspect you may be overlooking: just make them shorter. Recent data from a ZeroBounce report shows that 66% of consumers prefer short emails, and only 6% favor longer ones.

    But keep this caveat in mind: For 28% of people, email length becomes irrelevant if the content is well-tailored to their needs and interests.

    It’s no surprise that people prefer shorter marketing emails. When inboxes are clogged with messages, why would you opt for a long message instead of a quick note? Concise and direct emails respect your prospects’ time and have a higher chance of getting their attention. But while most people prefer brevity, the quality and relevance of your emails are what truly capture and retain interest.

    The message is clear for the 28% who don’t mind the length: When an email resonates well with their needs or interests, they’re willing to invest more time, regardless of word count. This segment of your audience is receptive to more in-depth content that speaks directly to their challenges.

    How to determine the right email length

    So, how do you strike the right balance between brevity and substance? The key is to start with understanding your audience. Segment your email list based on behaviors, preferences and past interactions. This segmentation allows you to tailor your messages more precisely. Also, you probably send different types of emails. That aspect alone should guide your approach:

    • Newsletters can be longer and cover several pieces of information in more depth.
    • Drip campaigns can consist of a series of emails that gently push your prospects closer to a purchase. Those emails can be short — sometimes, a few lines followed by a call-to-action (CTA) is enough.
    • Targeted campaigns, such as a discount or free offer, can have an engaging image paired with a couple of sentences and a catchy CTA button.

    If you’re still unsure whether your email is too long, here are a few tips to save you time and make things easier.

    Start with a clear goal

    Every email should have a clear purpose. Whether it’s to inform, increase engagement or drive sales, your goal will dictate the necessary length. Don’t add fluff just to extend an email; keep it as long as necessary to fulfill its purpose.

    Choose simplicity and clarity

    Use simple language and clear CTAs. Marketing emails rarely benefit from any metaphors. Your email should guide readers smoothly from the opening line to the desired action without unnecessary detours.

    Personalize to the last detail

    Use what you know about your customers to tailor your emails. When marketing emails feel personal, people care more about the message and less about the length.

    Test and adjust to what your audience likes

    Studies can point you in the right direction in terms of consumer preferences, but only you can determine what your audience responds to the most. Before sending your next email, consider A/B testing different lengths. Then, analyze your metrics to see what performed best.

    Improve your layout

    Sometimes, the way information is presented can affect how we perceive the length of an email. Breaking text with relevant images or using bullet points can make longer emails appear more digestible and engaging.

    Related: 4 Things You Can Automate in Your Email Marketing That Will Save You Time and Drive Sales

    Ask your subscribers

    Asking for opinions shows you care about serving your audience better, so why not include a poll in your next newsletter? Allow your subscribers to tell you how long they’d like your emails to be. Nothing beats direct customer feedback in helping you create more effective campaigns.

    Bonus tips to increase email engagement

    Here are a few extra tips to help your next emails get more clicks:

    • Try to keep your subject lines between 30 and 50 characters. Not only will your subscribers process them faster, but keeping your subject lines short ensures they display well on all devices.
    • Check your email list health to avoid bounces and the likelihood of landing in the spam folder.
    • Assess your spam complaint rate – it should be under 0.1% to comply with Yahoo and Google’s new email-sending rules.

    Also, remember your goal is to connect with your audience genuinely, no matter how many words it takes to get there. If your email ends up longer than you’d planned but addresses a topic many of your subscribers care about, don’t worry. Engaging content can often justify a longer read.

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    Liviu Tanase

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  • How This Unique Coffee Cafe Is Brewing Success | Entrepreneur

    How This Unique Coffee Cafe Is Brewing Success | Entrepreneur

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    In this ongoing series, we are sharing advice, tips and insights from real entrepreneurs who are out there doing business battle on a daily basis. (Answers have been edited and condensed for clarity.)

    Jeni Castro is the founder of Coffee Dose, an eclectic cafe with five locations in Orange County, California. Read on to learn how she built a brand that delivers an experience like no other coffee shop on earth.

    How did you get into the coffee business?
    I’m a serial entrepreneur. I started Coffee Dose six years ago after franchising my previous company. It was a tanning and waxing brand, so I always joke that I went from vaginas to coffee. I’m a master connector, and I was trying to connect different small coffee operators in my area to link up with my friend who was opening a hair salon. I thought it would be a great concept to have coffee and hair. Well, that didn’t work out and I couldn’t find anyone interested in taking an 85-square-foot coffee bar, so I thought, well, I can brand anything and sell anything so let’s try coffee! And that’s how Coffee Dose was born. I had no coffee business experience at all. But as the serial entrepreneur does, I figured it out. Fast forward to today and we have five locations and we’re getting ready to hit our next growth phase and we’re looking for a big strategic partner.

    Related: This Couple Cashed in Their 401ks to Launch a Virtual Business — Here’s How It Led to a 9-Figure Exit and Co-Owning 2 Professional Soccer Teams

    What’s different about Coffee Dose?
    And we are a very fun coffee brand. Our original latte is called “Anti-Bitch Serum.” Our flagship has what we call “the diner experience.” You walk in and it’s this pink and teal look. Everything is made fresh daily and many of our lattes have health aspects like turmeric, collagen, and charcoal. We call ourselves vibe dealers because we are essentially drug dealers. We’re giving the community drugs all day long. We have people that come back for multiple drinks in a day, and I didn’t want people to consume just a bunch of crap like what’s currently out there in the market. Like Starbucks, imagine drinking that twice a day, seven days a week? It’ll kill you. So I wanted to make really good coffee with really good ingredients and serve delicious food in a fun space. Honestly, it’s just a fucking vibe.

    Photo credit: Mike Carreiro

    Have you had “real jobs” before going the entrepreneur route?
    I’ve basically been an entrepreneur my whole life. I mean, I’ve worked for people, but I’ve been fired from pretty much every job. I worked for George Biel, who owns all of the Gulfstream and Hillstone restaurants. I was always trying to rework how they managed the staff. I worked there for seven years and I was let go because, honestly, they were just tired of talking to me. And so I always had dreams of doing my own thing. I really love branding — taking something that could be super simple or something that we use every day and putting a spin on it that makes it special.

    Related: After Noticing That Dogs Had Better Fresh Food Options Than Babies, This Couple Started a Business. Now They’re Running the Fastest-Growing Kids Meal Delivery Company in America.

    What are some of the challenges of starting your own coffee shop brand?
    We’re very disrespected in the coffee industry. And that’s okay! The coffee community is very small and male-dominated. It’s comprised of operators who are diehard baristas — they know every aspect of every piece of equipment and travel to meet the farmers roast growing their beans. I’d like to do that one day, but right now I am focused on getting people through the door. So to do that, I knew we had to be exceptional. I would hate to come out and have people say oh, well, you know, she’s not a coffee person and her food sucks. So I had to go one step further and just blow it out of the water. Our food and drinks are amazing, and when you order your eggs and toast, they come on a plate that says “Fuck mornings.”

    What’s your outlook for this growth phase?
    I’m really stoked to find the perfect partner because I want these everywhere. It’s going to be a global brand and I feel like I’ve only just begun but I’ve been working my ass off for the last six years. Someone once said that it takes 10 years to become an overnight success, and I feel like I’m living that. I would like to own and operate as many shops as I can for as long as I can. We’ve already talked with some very prominent VCs to lay out the path of what an exit looks like down the road, but it’s hard to even talk about that because I’m having so much fun right now.

    Related: This Entrepreneur Wants to Turn Every Home Into an Urban Farm

    Any advice for entrepreneurs facing tough decisions?
    When it comes to decision-making, I’m like the Magic Eight Ball. Just shake it, see what the answer is and go for it. I love to take chances. I’m a risk taker. I’m a big dreamer. I’m also a manifester and I believe in all that crazy shit. If you think it, it will happen. Whether it’s just me believing my own bullshit, I don’t know. But it works for me. My husband thinks I’m crazy — I’m always sending him inspiring podcasts and quotes from books. But I think for real entrepreneurs, we all live in that space, right?

    Have you had any impactful mentors along the way?
    One of my biggest mentors is Alli Webb, the founder of Drybar. She’s been a really close friend and a really great mentor. She’s a visionary founder who believes that as long as you put the right people in place, you can grow and run a successful company. It’s very refreshing to talk to someone who has been through that. She’s worn many hats and came from nothing — she just had an amazing idea. I love surrounding myself with people like that.

    Photo credit: Jordan Shiley

    What are some of your passions outside the walls of your coffee shop?
    I’m a mother of two. I have a five and a seven-year-old there. They’re super fun. I’m a professional eater and a professional hotel stayer. I love to travel and that helps keep me motivated. I could work 18-hour days for months straight as long as I know a trip is on the horizon. If the trip is planned, I’m good. Oh, and I listen to murder podcasts. Last night I was at the flagship store, installing something late at night. It was dark and I’m listening to the details about some grisly death and I’m like, ‘What am I doing? This is horrible!’ I think I love the abuse. Working with caffeine and listening to murder podcasts is not a recipe for a good night’s sleep.

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    Dan Bova

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  • These Website Mistakes Could Be Costing You Thousands. Here’s How to Maximize Your Return and Drive More Sales. | Entrepreneur

    These Website Mistakes Could Be Costing You Thousands. Here’s How to Maximize Your Return and Drive More Sales. | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    You’re losing thousands of dollars on your website and might not even know it. You have a site and a marketing team, and traffic is flowing in. But your site — and business — may fail because you’re losing customers and conversions.

    How?

    Leads fail to convert because of poor user interface, slow speeds and bad design practices. If your site isn’t optimized for SEO, it gets even worse: leads will never land on the site in the first place.

    How much does a website cost?

    Small websites cost $500 to $5,000. Your costs will vary depending on whether you use a template, hire a developer and the complexity of the site. Sites with hundreds of pages, expert optimization and design can cost $10,000 to $20,000. Your initial investment can’t be recuperated if your site isn’t optimized properly or set up to convert leads into sales.

    Site visitors have higher expectations, and there is a growing list of requirements that sites must meet. You need a snappy site, and it must be accessible. However, you also need to capture the right data from your forms, continually optimize your site and fill in the leaks that are causing you to lose money.

    Related: 3 Powerful SEO Techniques That Will Boost Your Website’s Search Engine Ranking

    Is your website investment worth it?

    Small business owners lose customers, even with a well-functioning website, because they don’t know how to utilize the data available to them. So, after all, is your website investment worth it, and if yes, how can you make sure you get an ROI?

    Nobody tells you that web forms can cost you a lot of money

    Forms are boring input fields to failing site owners and a goldmine to successful ones. What are leads doing when they enter data into the form? Are errors causing potential customers or clients to leave the site? According to WP Forms, more than 67% of site visitors will abandon your form forever if they encounter any complications; only 20% will follow up with the company in some way. Analyzing how users interact with forms is especially critical for small businesses, which may not have as many opportunities as larger corporations. They can identify common issues such as broken forms, confusing fields or errors. This insight allows small businesses to simplify and optimize the form-filling process, improving the overall user experience and significantly increasing the chances of conversion. Thankfully, you can use a form tracking system that will help to pinpoint problems with data entry and missed opportunities, ensuring that small businesses are not carelessly losing leads.

    Testing your forms and sales funnel regularly can save you a lot of money if you fix issues that are found in the test phase.

    Data is the king of website optimization

    Analytic data is king of website optimization, but you need to know what to look for and how to make changes. For example, if you have a high bounce rate, your site may look like it was designed in 1999, or it takes 15 seconds to load.

    Bounce rate means users are leaving the site on the page of entry, and you have multiple areas of potential improvement.

    Review your site speed and follow PageSpeed Insights’ recommendations to optimize your site. Try to bring loading time down to two to three seconds at most. Complex navigation and poor-quality landing pages can also cost you sales. Work with a copywriter to optimize your sales funnel copy.

    Data will help businesses to pinpoint exactly where users engage most frequently and where they face obstacles. With careful analysis of this data, companies can optimize every aspect of their website, from navigation to content.

    Important aspects of a high-converting website

    High-converting websites have a lot in common:

    Content

    Expertly written content, with the help of a copywriter, will allow you to hit on the pain points of leads and close more sales. Hooks and storytelling from an experienced copywriter can help you turn a low-performing sales funnel into one that exceeds sales forecasts.

    Design

    Poor design practices cause sites to fail. Yahoo! is a prime example. The site was once Google’s biggest competitor, but with the bland and outdated design, the bounce rate was high, and people flocked to Google.

    Work with a design team to create a functional, feature-rich site that appeals to your target demographic.

    Lead capture forms

    High-converting sites use lead capture forms to collect basic information about visitors, such as their email or phone number.

    In exchange for providing information, leads receive something valuable in return, such as a discount or free eBook.

    Once a user provides their email address or phone number, you can start nurturing them and eventually convert them into a customer. It’s important to note again that receiving instant notifications about broken forms and issues is a solution to avoid losing potential customers.

    Related: 9 SEO Tips to Help You Rank No. 1 on Google in 2024

    Call-to-action: More than just a button

    Call-to-actions (CTAs) tell visitors what to do next, such as signing up for a newsletter, making a purchase or scheduling a consultation. They play a crucial role in improving your site’s conversion rates.

    Without them, visitors would leave your site without taking action, resulting in lost opportunities to convert leads.

    To increase conversions, CTAs must be clear and concise and use action-oriented language, like “Buy now” or “Contact us.” Tell your visitors exactly what to do next so there’s no confusion and they feel confident taking the next step.

    CTAs are highly effective at improving conversion rates, but visitor behavior can change over time. Testing and optimizing your site’s CTAs can help maximize your conversion rate and adapt and change as user behavior changes.

    Make sure that you’re engaging in A/B testing to determine which CTA works best for your audience.

    You must respond to leads right away

    Research shows that 78% of customers purchase from the first responder. Surveys also show that the highest-ranking companies in lead response audit reports respond to leads in 30 minutes or less. The quicker you respond, the better. Conversion rates can be as much as eight times higher if you respond in the first five minutes.

    Every minute that passes increases the chance that the lead will move on to a competitor.

    How can you improve your lead response time? Start by automating your lead qualification process to identify and prioritize high-quality leads. Track the lead from start to finish and pinpoint the issues that leads are facing. Set response time goals, train your reps, and streamline your lead management processes to reach out to leads as quickly as possible.

    Conclusion

    You spend thousands of dollars on a website. To maximize your return, you must ensure that your site has all the right elements to increase conversion rates. Once you have these elements in place, you must respond to leads immediately to seal the deal.

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    Ludwig Makhyan

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  • 5 Steps to Preparing an Engaging Industry Presentation | Entrepreneur

    5 Steps to Preparing an Engaging Industry Presentation | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Industry events are a chance to network with your colleagues and impress distributors — but to really make the most of your time at a conference, you need to learn how to prepare a presentation that engages, informs and leaves an impact.

    I’ve presented at some of the most important real estate and property technology events in the country as the founder of ButterflyMX. Here are a few tricks I’ve picked up along the way to wow any audience.

    Related: 6 Tips for Making a Winning Business Presentation

    1. Getting comfortable with the stage

    I recommend taking a walk around the stage before your presentation. By familiarizing yourself with your environment, you can prepare yourself better.

    And while you’re on stage, a relaxed, comfortable presence goes a long way in keeping your audience engaged. Whether you want to play your presentation casually or more formally, audiences can sense discomfort, which prevents them from fully connecting with your message.

    To project your sense of comfortability, focus on your body language. You can project confidence by speaking slowly and clearly and by walking across the stage to keep the audience’s attention — even if there’s already a podium or lectern set up on stage.

    Unfortunately, if a speaker spends too long standing behind the podium, an audience might interpret that as a sign of indecision and inaction from the speaker. Instead, you can remove any barriers between yourself and the audience by using the whole length of the stage.

    2. Familiarity with industry statistics

    An audience that doesn’t know me might be wondering why they should be taking my advice. I certainly don’t blame them. When I’m watching a new presenter, I ask the same question.

    If you can back up your claims with hard data, your presentation will ring true with listeners. You can cite industry-wide statistics or establish your own bona fides by citing stats that buttress your own credibility by establishing your company’s success.

    In my case, I’m happy to use a couple of statistics that prove how successful my company, ButterflyMX, is in the proptech industry. For instance, we serve more than one million apartment units, and if you’re interested in how consumers feel about us, look no further than the internet — we have over 20,000 five-star reviews!

    Related: 7 Ways to Captivate Any Audience

    3. Knowing your audience

    Depending on who your audience is, you’ll have to adjust your game plan and prepare for different things.

    I’ve spoken at conferences where the audiences couldn’t be more different — a presentation that wows one crowd might have no information that’s applicable to another. As the founder of a property technology company, I have the pleasure of speaking at a variety of different conferences that serve different markets.

    For example, integrators and installers might value a talk on product features and hardware more than others. And if I’m presenting to an audience of property managers, I’ll know to dial down the technical talk and focus on the benefits a robust video intercom offers, such as simplifying their day-to-day workloads.

    Depending on your audience, you need to strike the right balance between talking about hardware specs and features.

    4. Designing your slides carefully

    Slides are a good opportunity to share the aesthetics, tone and values of your company — but you’ve got to make sure you use them effectively.

    A slide with too much text looks busy, and it’ll distract your audience and draw focus away from you. Instead, consider putting that information into your notes and speaking it aloud. Slides should focus on one or two visual elements, like bullet points, charts and graphs.

    As for the actual design of your slides, you should ensure that you adhere to your company’s brand guidelines. If you’re unfamiliar with the concept, brand guidelines are a single, governing document that goes over important design concepts like the colors and logos that your company has.

    Related: 6 Ways to Take Your Next Presentation to the Next Level

    5. Asking for audience participation

    Asking for audience participation is the ultimate way to ensure everybody is locked in and paying attention — but it’s also a double-edged sword. You also need to be prepared in case asking the audience to participate doesn’t necessarily go your way.

    For example, you might generally ask if an audience has any questions at the end of your presentation. But you run the risk of running into a hostile, bad-faith question — or you might even be met with silence.

    That’s why I’d recommend you give the audience questions and tasks that have a little more structure. You could do things like asking for a show of hands, asking for specific anecdotes or taking a poll.

    Polls have gotten an especially high-tech upgrade recently — see if you can set up an electronic voting system that allows audience members to vote with their smartphones. Then, you’d be able to throw the results on screen and watch them update in real time!

    You should pepper these interactive sections throughout your presentation to ensure that audiences are engaged throughout your entire talk.

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    Cyrus Claffey

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  • 4 Tips for Cannabis Brands to Connect with Journalists and Generate Publicity in 2024 – Cannabis Business Executive – Cannabis and Marijuana industry news

    4 Tips for Cannabis Brands to Connect with Journalists and Generate Publicity in 2024 – Cannabis Business Executive – Cannabis and Marijuana industry news

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    4 Tips for Cannabis Brands to Connect with Journalists and Generate Publicity in 2024 – Cannabis Business Executive – Cannabis and Marijuana industry news































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    Susan Gunelius

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  • 5 Types of Content That Will Attract Ready-to-Buy Prospects | Entrepreneur

    5 Types of Content That Will Attract Ready-to-Buy Prospects | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    They say that content is king — but not all digital content is created equal. While most digital content can help increase awareness for your brand, the most valuable content is designed to draw in warm prospects who are ready to make a purchase from you.

    Of course, even the best content isn’t likely to result in a purchase on the first exposure. The marketing rule of seven indicates that consumers must be exposed to your messaging at least seven times on average before they decide to make a purchase. While this may often be the case, strong digital content will go a long way in lowering this total.

    Related: 5 Digital Content Types Prospective Buyers Love to Engage With Online

    1. Email campaigns

    Email marketing remains one of the most effective methods for communicating with warm leads and staying in touch with existing customers to ensure they will buy from you again. Not only are emails far more likely to be read than other types of content, but their average return on investment towers over other options.

    According to the HubSpot Blog, most marketers see an average open rate of 46-50% and a clickthrough rate of 2.6-3% — numbers that far outpace the engagement levels of social media and other popular forms of content.

    Even if they are mostly comprised of previous customers, email lists are an essential marketing tool because they are made up of people who agreed to receive additional messaging from you. This fact alone already makes them far more qualified leads than someone who randomly stumbles across your blog.

    2. Personal engagement on social media

    While the overall engagement and reach of many social media platforms have declined, there is still much to be said for the potential these platforms offer for fostering one-on-one engagements with your warmest leads.

    When marketers comment strategically on other people’s posts, actively participate in relevant groups and conversations, and respond to the comments and messages they receive, it helps create a meaningful dialogue with their target audience.

    By pairing this personalized engagement with relevant, authoritative content (including videos, polls and more), you can leverage social media to nurture warm leads.

    3. Cost calculators

    Most companies have at least some kind of on-site content marketing strategy, which usually revolves around blogging. A blog can be undeniably beneficial for building SEO and domain authority, but depending on the type of content you create, it isn’t always going to create warm leads.

    However, if your website content focuses on the customers who are ready to buy now, you can greatly increase your own sales potential — and one of the best ways to do this is with a cost calculator.

    From calculating the cost of shipping a car across the country to determining how much it would cost to build your own website, these tools are inherently targeted at warm leads who are ready to make a buying decision. In this case, providing useful budgeting and planning information directly influences the user’s purchasing decision, providing a powerful way of reaching warm leads.

    Related: 4 Steps to Writing Content That Converts

    4. Webinars

    Webinars have become an increasingly popular digital content option, and for good reason. When webinars are promoted to the right audience, they can become far more engaging and attractive to warm leads than a blog post covering the same topic would be.

    The simple fact of displaying content in an audiovisual format helps make the webinar feel like an event in its own right. With an engaging topic and professional presenters, you can build a large audience. And when the topic of the webinar itself ties into your offerings, you can create a natural segue into how you can help viewers solve their most pressing problems.

    Webinars can be even more effective when paired with other content, such as an e-book or follow-up video lessons. When done right, webinars can be an excellent resource for collecting email addresses and other information from warm leads who are most likely to be interested in your services.

    5. Software demos

    Admittedly, this digital content option doesn’t apply to every industry. However, there is a wide range of companies that offer software services, addressing everything from tracking logistics and customer relationships to managing the back end of a website.

    A software demo gives warm leads the opportunity to try the service before they commit to a purchase. Firsthand interaction and experience with the software is ultimately far more convincing than a series of sales calls could ever be, as this helps buyers clearly determine whether or not a particular product works for them.

    It should be no surprise, then, that opt-out free trials see an incredible 48.8% conversion rate. It’s worth noting, too, that companies that don’t sell software can use similar “trial” options, such as a two-week trial for their services. Trials and demos appeal to the warmest buyers, who often use them to finalize their purchase decision.

    Related: 5 Steps for Creating a Content Marketing Strategy That Drives Business Results

    While regularly updating a blog or social media profile can be useful as part of your content marketing strategy, it is essential that brands in every niche focus on the types of content that are poised to deliver the greatest return.

    By focusing on the types of content that are most likely to capture warm prospects in the first place, you can turn more leads into sales and maximize the success of your content strategy.

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    Andres Tovar

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  • 8 Common SEO Myths Debunked | Entrepreneur

    8 Common SEO Myths Debunked | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In today’s digital landscape, a strong Search Engine Optimization (SEO) strategy is crucial for businesses to thrive. SEO helps websites rank higher in search engine results pages (SERPs), driving organic traffic and boosting online visibility.

    However, the world of SEO is also riddled with myths and misconceptions that can lead businesses astray. Let’s debunk some of the most common SEO myths and separate fact from fiction.

    Myth 1: More keywords mean better rankings

    Gone are the days of stuffing your content with every keyword imaginable. Google’s algorithms have shifted towards natural language processing (NLP), prioritizing content quality and user experience above keyword density. While keywords remain important, focusing on keyword intent and strategic placement throughout your content is far more beneficial than keyword quantity.

    Fact: Research relevant keywords related to your target audience and their search queries. Use those keywords naturally within your content, focusing on providing informative and engaging information that fulfills user intent.

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

    Myth 2: Meta tags don’t matter anymore

    While meta tags may not hold the same weight they once did, they’re far from irrelevant. Title tags and meta descriptions are like billboards for your content, serving as the first impression users see in search results. Compelling and informative meta tags can significantly improve click-through rates (CTR) and user engagement.

    Fact: Craft clear, concise, and keyword-rich title tags that accurately reflect your content. Similarly, write engaging meta descriptions that entice users to click. Keep your title tag under 60 characters and your meta description around 160 characters to ensure they display fully in search results.

    Myth 3: Social media directly influences SEO rankings

    Social media shares and likes don’t directly translate into higher search rankings. However, social media plays a vital role in online visibility and brand awareness. Strong social media engagement can drive traffic back to your website, indirectly contributing to SEO by increasing user engagement and potentially influencing click-through rates.

    Fact: Utilize social media platforms to share your content and connect with your audience. Encourage social media followers to share your content further, expanding your reach and driving more visitors to your website.

    Myth 4: Backlinks are no longer relevant

    Backlinks, or links from other websites to yours, remain a cornerstone of SEO. High-quality backlinks from reputable websites act as a vote of confidence for your content, signaling to search engines that your site is trustworthy and authoritative. This can significantly boost your domain authority and improve search rankings for relevant keywords.

    Fact: Focus on acquiring backlinks from relevant websites within your niche. Create high-quality content that others will find valuable and link to naturally. Avoid spammy link-building tactics, as they can actually harm your SEO efforts.

    Related: 9 SEO Tips to Help You Rank No. 1 on Google in 2024

    Myth 5: SEO is a one-time effort

    If you think you can optimize your website once and reap the benefits forever, think again. Search engines constantly update their algorithms, and SEO is an ongoing process. To maintain strong search rankings, you need to stay on top of SEO best practices.

    Fact: Regularly update your website content with fresh, informative, and engaging material. Review your keyword strategy periodically and adapt to changes in the search landscape. Stay updated on the latest SEO trends and best practices to ensure your website stays relevant.

    Myth 6: Mobile optimization doesn’t matter

    With the majority of web searches now conducted on mobile devices, having a website that’s optimized for mobile browsing is no longer optional. Search engines prioritize mobile-friendly websites in search results, ensuring users have a positive experience when accessing your content.

    Fact: Make sure your website has a responsive design that adapts seamlessly to different screen sizes and devices. Ensure fast loading times and easy navigation for mobile users.

    Myth 7: Paid advertising can replace SEO

    While paid advertising (PPC) can be a valuable tool to drive immediate traffic, it’s not a replacement for SEO. The benefits of SEO are long-term and sustainable, with organic traffic continuing to flow to your website even without ongoing ad spend.

    Fact: Develop a strong SEO strategy alongside your paid advertising efforts for a well-rounded digital marketing approach. Organic traffic can provide a more cost-effective source of website visitors in the long run.

    Myth 8: Focusing on local SEO doesn’t matter if I sell online

    Even for e-commerce businesses, neglecting local SEO can be a missed opportunity. If you have a physical location or offer local delivery, optimizing your website for local search terms can significantly increase your visibility to potential customers in your area.

    Fact: Claim and manage your Google My Business listing to ensure your business information is accurate and up-to-date. Utilize location-specific keywords throughout your website content and target local search queries.

    Conclusion

    Staying informed about SEO best practices is crucial for optimizing your website and achieving success in the digital marketplace. Don’t be swayed by outdated myths or quick-fix SEO schemes. Focus on creating high-quality content, building a strong backlink profile, and staying updated on the latest SEO trends.

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    Ludwig Makhyan

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  • Ask Co-Founder of Netflix Marc Randolph Anything: How to Watch | Entrepreneur

    Ask Co-Founder of Netflix Marc Randolph Anything: How to Watch | Entrepreneur

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    Marc Randolph, the co-founder of Netflix, joins us for another episode of Ask Marc, a live Q&A series about starting and growing your business. The event will begin on Thursday, May 9th at 2:00 PM ET, streaming on our YouTube, LinkedIn, Facebook and X (formerly known as Twitter) channels.

    Where can I watch Ask Marc?

    Watch and stream: YouTube, LinkedIn, Facebook & X (formerly known as Twitter)

    You can watch on your phone, tablet or computer. Ask Marc will be shown in its entirety on YouTube, LinkedIn, Facebook and X (formerly known as Twitter).

    What time does Ask Marc start?

    Date: May 9th
    Time: 2:00 PM ET

    The episode kicks off at 2:00pm ET.

    Why should I watch Ask Marc?

    Get free business advice directly from the co-founder of Netflix, Marc Randolph. Marc loves helping founders and small business owners, and this your free opportunity to ask him any of your questions about topics like:

    • Starting a business
    • Growing a business
    • Raising money
    • Building marketing campaigns
    • Best practices
    • Anything you want to know!

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    Entrepreneur Staff

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  • How We Can Win the AI Arms Race Against Fraud | Entrepreneur

    How We Can Win the AI Arms Race Against Fraud | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As artificial intelligence (AI) becomes more sophisticated, it’s not just businesses and consumers who benefit. Fraudsters also exploit AI to outmaneuver programmatic advertising platforms and siphon significant advertising spending. This manipulation drains financial resources and undermines the integrity of digital advertising ecosystems.

    The rise of programmatic platforms has revolutionized how ads are bought, placed, and optimized. However, this innovation also presents new challenges, notably the threat of ad fraud perpetrated through sophisticated means such as clickbots and automated scripts. To counter these challenges, artificial intelligence is becoming an invaluable ally, ensuring that advertisers pay only for legitimate engagements and safeguard their investments against fraud.

    Programmatic advertising, designed to automate the buying and placing of ads using sophisticated algorithms, is particularly vulnerable to AI-powered fraud as it relies on highly automated processes. Bad actors use AI to create more intelligent clickbots that can mimic human browsing patterns, tricking algorithms into believing that a person is interacting with an ad when it’s a bot. These bots can generate fake clicks and ad impressions, simulating engagement metrics that advertisers rely on to gauge the effectiveness of their campaigns.

    AI-driven ad fraud extends to manipulating the bidding process within programmatic platforms. By artificially inflating traffic or manipulating auction dynamics, fraudsters can drive up costs for legitimate advertisers or ensure that their illegitimate ads are served to a larger audience, maximizing their ill-gotten gains.

    The financial implications are staggering. According to industry reports, ad fraud costs the global digital advertising industry billions of dollars annually, with a significant portion attributed to sophisticated AI-driven schemes. This financial drain depletes resources that could be spent on genuine engagement and growth opportunities.

    Related: 5 Ways to Spot and Avoid Deepfake Phone Scams

    The path forward

    AI’s role in enhancing the integrity of programmatic advertising is multifaceted. First and foremost, AI algorithms can analyze patterns and behaviors in traffic at a granular level — and in real-time, at a massive scale.

    Unlike traditional methods that may struggle to differentiate between human users and bots, AI systems such as my company’s Presspool.ai platform leverage advanced machine learning to identify subtle anomalies that indicate fraudulent activity. This includes detecting irregularity in click-through rates, unusual patterns in user engagement times, and the geographic origins of traffic that might suggest attacks from click farms or automated scripts.

    Moreover, AI-driven systems can automate the vetting process for ad placements, ensuring that advertisements only appear on reputable sites. This protects brand reputation and minimizes the risk of ads being displayed in environments where fraud is prevalent.

    The integration of AI into programmatic advertising also provides transparency and detailed reporting for advertisers. By offering insights into exactly where ads are being displayed and how they are interacted with, businesses can make more informed decisions about their advertising strategies.

    This level of transparency is vital for building trust between advertisers and programmatic platforms, ensuring a transparent ecosystem where companies are assured of security in their advertising investments.

    Related: How AI and Machine Learning Are Improving Fraud Detection in Fintech

    Winning the arms race

    Combating AI-powered fraud requires a multifaceted approach. Ad tech firms are built specifically for optimized programmatic advertising in the burgeoning newsletter space and are increasingly investing in advanced AI systems capable of detecting and countering fraudulent AI tactics. These systems analyze vast amounts of data in real-time, looking for patterns that deviate from expected human behavior, no matter how subtle.

    AI enhances programmatic platforms by constantly updating its awareness of what constitutes legitimate user behavior. Through continuous learning processes, AI models adapt to new tactics employed by fraudsters, staying ahead in the constant arms race against ad fraud. This adaptability is crucial in an environment where fraudulent techniques rapidly evolve.

    The application of AI also extends to improving the overall quality of engagement metrics. By analyzing vast amounts of data, AI can help advertisers identify the most effective ad placements, optimize bidding strategies in real time, and tailor ads to user preferences and behaviors—increasing the likelihood of genuine engagement. This targeted approach reduces the likelihood of fraud and enhances the ROI of ad campaigns by focusing on the most receptive audiences possible.

    While AI presents significant opportunities for efficiency and targeting in programmatic advertising, its potential for abuse cannot be overlooked. As AI technology evolves, so must the strategies to protect against its misuse. Advertisers, platform providers, and regulators must work hand in hand to safeguard the integrity of digital advertising environments from the rising tide of AI-powered fraud.

    Collaboration across the industry today, including sharing intelligence on emerging threats and fraud techniques, is crucial for staying ahead of fraudsters. Regulations and industry standards also play a critical role in mitigating risk. By establishing clear guidelines and protocols for identifying and reporting fraud and enforcing stringent penalties for violations, the industry can create a more secure and trustworthy advertising ecosystem.

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    Jaxon Parrott

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  • Attracting new customers with generative AI–powered tools

    Attracting new customers with generative AI–powered tools

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    Generative AI-powered tools are transforming marketing, offering new ways to reach potential customers with more effective messaging and increased productivity. In my current podcast series, I’m excited to be learning from marketing leaders about how AI is changing their organizations. We explored in a previous blog how companies are reimagining customer and marketing data analysis with AI. Now I’d like to share how businesses can expand their customer bases using these unique insights. 

    Today’s marketing and sales teams are competing for customers who increasingly expect a personalized experience. Harnessing the power of generative AI presents new opportunities to authentically connect with potential and existing customers.  

    Understanding how AI is changing consumer behavior 

    AI-powered search engines are already shaping online shopping experiences. Understanding how AI is changing consumer behavior can help businesses create content that stands out and rises to the top of search results. During a recent conversation I had with Alisha Lyndon, founder and CEO of consulting firm Momentum ITSMA, we discussed how AI is speeding up the decision-making process.  

    “We’re seeing a race to identify suppliers early in the buying process,” says Lyndon. “Our data shows that 71% of organizations that win a project are identified at the outset of the buying process.”  

    With this faster pace, businesses need to produce ad content that connects with potential decision-makers and turns them into customers. Fortunately, this customization is easier when consumers themselves spend more time with generative AI–powered search capabilities. “With Bing Chat, now Microsoft Copilot, we started to see a change in consumer behavior,” says Jennifer Kattula, General Manager of Marketing at Microsoft Advertising. “Search queries got longer and more conversational, giving us more information to provide the right answer for that consumer.” 

    Audio description version: Feat. Alisha Lyndon | Navigating Marketing & AI with Sydne Mullings

    Supporting sales by elevating customer engagement

    All this input from generative AI–powered tools helps marketers elevate a customer-focused viewpoint and inspires a more accurate understanding of customer needs. These same tools can then help marketing teams prioritize the most relevant and effective messaging for various groups. “Using AI to be curious and develop a genuine understanding of how a business is winning and growing accounts will help marketers be more customer centric,” says Lyndon. 

    Generative AI–powered tools are also helping sellers better prepare for customer engagements and optimize their strategies. Among early users of Copilot for Sales, 64% of sales staff reported that Copilot helped them personalize their approach to individual customers. The everyday AI assistant can assemble insights into purchasing patterns and suggest effective messaging for potential customers based on past sales successes. 

    “On the sales side, we can use our customer engagement information, apply generative AI–powered tools to it, and send our sellers a rich set of information about specific customers,” says Bill Hamilton, Vice President and Head of Marketing Technology and Worldwide Marketing Operations at Microsoft. “It’s been transformational in how we connect marketing and sales to make our sales staff more effective.” 

    Streamlining content creation to increase sales efficiency

    As the demand for personalized messaging increases, so can the workload for marketing and sales teams. In fact, 89% of marketers report that they struggle to find time to do their work and are looking for opportunities to increase efficiency in crafting customized messaging at scale.  

    Among early users of Copilot for Microsoft 365, 68% reported that Copilot helped them jump-start the creative process. Imagine a marketing team working on an ad campaign. Using Microsoft Word, the team can enter keywords, phrases, statistics, and customer insights. Within moments, Copilot pulls together an initial draft based on the marketers’ input, potentially saving hours of time.  

    “We’re experimenting with generative AI for web page content, blog content, email content, and social content, and we’ve found that it will generate a draft that’s about 70% to 80% ready,” says Hamilton. “The marketer can refine it much more rapidly than they would have been able to in the past.” 

    Audio description version: Feat. Bill Hamilton | Navigating Marketing & AI with Sydne Mullings

    Exploring AI-powered marketing to drive customer acquisition

    As more consumers seek authentic and personalized customer experiences, organizations that embrace generative AI–powered solutions give their marketing and sales teams a competitive advantage. Experimentation is a central part of every business’s AI journey, so empower your teams to jump-start the creative process and work more effectively with generative AI–powered tools. 

    At Microsoft, we are committed to reimagining work for the era of AI with secure, responsible AI tools. Learn more about how your business can accelerate its AI journey with practical advice and tips in my podcast. 

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    Sydne Mullings

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  • 10 ways to market your back catalog – ReverbNation Blog

    10 ways to market your back catalog – ReverbNation Blog

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    Most musicians move on too soon.

    They put all their creative focus on the next release. Or they only promote their latest work, neglecting all the songs that came before.

    But taking your attention off your older tracks is a mistake. Because there are three big reasons why you should continue to market ALL the music in your back catalog.

    Why your old music deserves new attention:

    • The first and simplest reason? Good music is good music. While YOU might be focused on your recent stuff, your older releases will still be brand new to most of the world.
    • Next, your back catalog is a source of revenue. Your existing fans already like your older music. So find reasons to keep ’em coming back to stream tracks and buy related merch.

      For those reasons and more, you can’t neglect your back catalog.

      In this article, I’ll give you a list of ways to encourage existing fans to replay music they already love, and to attract new fans who’ll dive into your entire catalog.

      How to bring fresh interest to older music

      1. Celebrate album anniversaries

      Anytime one of your albums turns 1, 5, 10, 15, 20, 25…

      … it’s an obvious chance to celebrate that music all over again. You don’t always need remastering or bonus editions to commemorate an album’s birthday.

      You can retell the story of the album. Send an email. Make social posts.

      It doesn’t have to be a year-long celebration, but at least give the anniversary a month of content and memories. And — this is important — remember to tell your followers exactly where to go to listen again!

      2. Drop unreleased tracks

      Not everything you share has to be a polished diamond. In fact, not everything you share even needs to be finished.

      If you abandoned a track during a particular session, share it and tell us why it never made it onto an album. You can release demos. Alternate takes. Anything that helps build a bigger story around a previous period of work.

      And if it doesn’t feel worthy of strangers’ attention, you don’t have to distribute the music to platforms like Spotify. Just share it directly with your fans and email subscribers.

      3. Do a collaborator shoutout!

      Sometimes self-promotion feels like tooting your own horn. If you struggle with that, forget about yourself for a minute and brag about your collaborators.

      Did a player, bandmate, featured guest, producer, or co-writer contribute something amazing? Something you could’ve never done on your own? Sing their praises. It’s a great way to show gratitude while also bringing attention to your own music.

      If you have a regular collaborator, you’ll have even more options because you can highlight multiple moments you appreciate from them throughout your catalog.

      4. Playlists, playlists, playlists

      Playlists give you almost endless ways to contextualize your music.

      You can group your tracks by:

      • collaborator
      • mood or genre
      • topic or theme
      • period of your career
      • a particular town you lived in while creating the music
      • influences
      • instrumentation
      • other musical elements like key, tempo, etc.
      • success metrics (“Greatest Hits” or “Biggest Misses”)

      5. An artist’s-choice content series

      Create a few different, short, themed, content series that you can run on social and email, such as:

      • The songs I’m proudest of
      • My 3 best lyrical lines
      • 5 things you didn’t know about me
      • My top 10 videos
      • 3 people who shaped my music
      • My favorite guitar solo

      I think you get the point. You come up with a concept that requires multiple emails or posts, and use the theme to generate deeper and sustained interest in your older music.

      If you set these up as automated email sequences, you can even schedule them to be delivered throughout the year to anyone who has recently subscribed to your list. And of course, send these to EVERYONE on your list when the series is first created.

      6. “Free (plus shipping & handing!)”

      Have you ever heard or a Free + Shipping & Handling music offer?

      It’s an interesting marketing campaign-type where you offer to send someone something for free, as long as they pay for shipping.

      Once they’ve entered their payment info, you then present a second (or even third) offer for additional merch items — usually with a limited-time discount.

      Not everyone will elect to purchase additional items, of course, but if enough people do, you can profit AND build your email list simultaneously, all while giving away your music.

      7. Live listening parties!

      Host an event where you tell people interesting facts about the songs before or while the music plays.

      This can be done digitally on Discord, X, or Twitch. Or it can take place IRL at someone’s home, venue, or art space.

      8. One-off performance videos

      No one said you need a special reason to perform your own tunes!

      Shoot a live performance video for Reels and TikTok. Who cares if the song is two or twenty years old? Then find the best 15-second clip. Post it.

      If one of these live videos gets traction, you can follow up with more supporting content.

      9. Perform a specific album

      We’ve all seen artists stage a themed tour around a particular album.

      Roger Waters has done this for Dark Side of the Moon. U2 did it for The Joshua Tree. You can do it too…

      … for ANY of your previous albums.

      In fact, I once did a 7-day residency at a venue where I played a different album of mine each night, so you can work your entire catalog into certain events.

      And you have options beyond venue shows and festivals. You can do something similar whenever you want via livestreaming!

      10. Advertise!

      One of the best things about digital marketing is that it gives you relatively cheap access to massive global audiences. You can also test lots of different content to find what works best.

      And since your oldest music will be brand new to most people online, you can use your highest performing social content to reach strangers at a lower cost.

      As long as that ad content remains a cost-effective way to drive engagement, sell merch, and build your audience, leave the ads running.

      Again, who cares if it’s an older song that performs best in your ads? It’s working!

      Conclusion

      I don’t expect artists to prioritize older music ABOVE their latest release.

      Nor should they.

      That wouldn’t seem realistic. Both in terms of effective promotion and your own excitement as a creator.

      But I hope you at least see the importance of promoting your back catalog. At least enough to schedule in a few of these promo campaigns throughout the year.

      This type of effort is going to be increasingly important if you want your music to remain algorithmically relevant and discoverable on streaming platforms.

      And given that a deeper catalog is an incredible collection of music, moods, and connection points, you can leverage ALL of your work throughout the years to grow your engagement, boost your revenue, and build your audience.

      You want to know the best kept secret in music distribution?

      It’s ReverbNation.

      With pro-level reach.

      Access to industry opportunities.

      Fast responses from our support team.

      And you keep 100% of your royalties.

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    Chris Robley

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  • How to Improve Email Marketing Results for Cannabis Businesses – Cannabis Business Executive – Cannabis and Marijuana industry news

    How to Improve Email Marketing Results for Cannabis Businesses – Cannabis Business Executive – Cannabis and Marijuana industry news

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    How to Improve Email Marketing Results for Cannabis Businesses – Cannabis Business Executive – Cannabis and Marijuana industry news






























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    Susan Gunelius

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  • Parenting 101: Elmer’s new creations hub combats parent’s crisis of creativity

    Parenting 101: Elmer’s new creations hub combats parent’s crisis of creativity

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    A recent survey commissioned by Elmer’s found that most kids want to partake in hands-on, screen-free activities, but don’t know where to start. Millennial parents especially know that Elmer’s isn’t just a household staple, it’s a catalyst for confidence and cognitive development – and now is the perfect time to share the Elmer’s magic with the younger generations. 

    Everyday, parents are overwhelmed with a “crisis of creativity” as they struggle to come up with creative, hands-on activities for their children in an effort to reduce screen time. School breaks, rainy weekends and hours of downtime, keeping your children entertained is an endless battle – and that’s why Elmer’s Glue launched ELMER’S CREATIONS, a new creative hub featuring a series of activities designed to amuse and inspire kids young and old – from making your own peelable nail polish to creating “clinging” window art.

    “In our recent survey, we found that while children prefer hands-on activities, the average child reportedly spends 13 hours in front of a screen per week,” said Nikki Lesperance, Elmer’s Director of Brand Marketing (Yahoo! Finance). “In an effort to encourage hands-on development, we want to help parents confidently provide craft options that foster their children’s sense of inner creativity while intellectually stimulating them. We’re happy to roll out Elmer’s Creations to give kids the creative confidence to explore and make things themselves.”

    – JC

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  • This Google Update Could Be Tanking Your Traffic. Follow These Steps to Boost Your Page Views and Revenue Now. | Entrepreneur

    This Google Update Could Be Tanking Your Traffic. Follow These Steps to Boost Your Page Views and Revenue Now. | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Google’s March 2024 Core Update was a seismic event for blogs and website owners relying on organic search traffic. This significant algorithm change targeted low-quality content and AI-generated spam, leading to the deindexing of hundreds of websites in its early stages. The consequences were that severely affected sites lost valuable organic traffic and advertising revenue overnight.

    The update aligned with findings from an Originality AI study, which revealed a high prevalence of AI-generated content among the deindexed websites. 50% of impacted sites had 90-100% of their posts generated by AI.

    This crackdown demonstrates Google’s commitment to enhancing search result quality and combating manipulative tactics like AI content spam. But it also raises an important question: How can website owners increase organic traffic significantly in this new reality?

    Related: The Rules of SEO Are Changing — Here Are 5 Powerful Strategies to Help You Rank in 2024

    Strategies for increasing organic traffic in 2024

    In the wake of the March 2024 Core Update, website owners must adapt their strategies to regain lost ground and significantly increase organic traffic. Here are some key focus areas:

    1. Perform a comprehensive content audit

    The first step is thoroughly analyzing your content. Use tools like Ahrefs or SEMrush to identify:

    • Articles performing well but not ranking in the top search results (prioritize these)
    • Content that has stopped performing after the update
    • Underperforming content that has never ranked well

    You can strategically allocate your optimization efforts by understanding which content assets are working and which need improvement.

    2. Focus on your best-performing content that hasn’t yet ranked #1 in searches

    Double down on your strengths to increase organic traffic rapidly. Find high-volume, low-competition keywords with a difficulty score of less than 10 that rank between 2 and 8. These are more likely to get that coveted highlight in the rich snippet position.

    Related: The Rules of SEO Are Changing — Here Are 5 Powerful Strategies to Help You Rank in 2024

    3. Optimize for featured snippets

    The highlighted results at “position zero” above the primary organic listings are known as featured snippets. There are four primary categories of them:

    • Paragraph snippets
    • List snippets
    • Table snippets
    • Video snippets

    4. To improve the ranking of your website and attract more highlighted snippets, it is essential to adhere to current SEO best practices:

    • Understanding the query’s intent and matching the snippet format.
    • Defining your topic succinctly in two to three sentences for paragraph snippets.
    • Using objective, fact-based language and avoiding personal pronouns.
    • Structuring content logically with proper heading tags.
    • Writing simply and using language your audience understands.

    Above all, prioritize providing a superior user experience over basic keyword optimization.

    Google’s stance on AI-generated content

    While Google has not explicitly banned AI-generated content, the message is clear: quality, originality and user value are paramount. AI should be leveraged as a supportive tool, not replacing human expertise and creativity.

    Matt G. Southern of Search Engine Journal aptly says, “Google is not waging a war against AI; the battle is against mediocrity.” The responsible use of AI as a content creation aid is acceptable. Still, it must be coupled with human insight, editing and a commitment to providing genuinely valuable information to users. AI should be leveraged as a supportive tool, not replacing human expertise and creativity.

    Related:

    The intelligent use of AI

    While the update penalized sites for over-relying on AI content, Google’s emphasis has always been on originality, depth and reader value. The ethical use of AI as a research aid and writing co-pilot is acceptable as long as human editing ensures unique, high-quality content.

    The future is E-E-A-T moving forward — Google’s prioritization of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) will be essential. Establish your topical authority by:

    • Citing reputable sources.
    • Showcasing author expertise prominently.
    • Providing accurate, trustworthy information.
    • Ensuring an optimal user experience through intelligent design.

    Websites solely focused on keyword optimization rather than holistic quality signals will increasingly be left behind.

    The March 2024 Core Update ushered in a new era of search where quality, originality, and authority reign supreme. You can significantly increase organic traffic in this new landscape by auditing your content, capitalizing on your strengths, and adhering to E-E-A-T principles. The path ahead requires a steadfast commitment to creating an exceptional user experience through genuinely valuable content.

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    Ekaterina Ovodova

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  • 10 emails you can send your fans right now – ReverbNation Blog

    10 emails you can send your fans right now – ReverbNation Blog

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    Here’s the sad reality: Most musicians neglect their email list.

    Even though email subscribers are your MOST reliable fans (and customers!)

    Sure, it’s easy to remember the big announcements — new album, an upcoming tour, the latest video launch. But then we ignore our lists the rest of the time.

    You can write an email in minutes

    How can we keep our audience engaged year-round? Simple: Send more emails!

    “But it takes forever,” you say?

    Well, remember: Emails don’t have to be long. A few sentences can be enough. In fact, sometimes the shorter the better.

    Stumped on WHAT to write about when you don’t have an upcoming release, concert, or video? Let me give you prompts for inspiration.

    Evergreen email ideas for musicians:

    1. Say thanks!

    Your customers give you their money, and your listeners give you their time.

    That’s something to be truly thankful for, and if you can express gratitude in a sincere or clever way, your fans will appreciate the recognition.

    2. A tiny story about your song

    Are you proud of one particular track from a previous release? A favorite lyric from an original song? Your best guitar solo? A beat that just hits harder than the rest?

    Tell your fans the most interesting fact about that music! Then link to the track or video.

    3. The most memorable on-stage moment

    It could be the euphoria of a packed house singing along. The defeat of an empty room, and how you soldiered through. The time your amplifier exploded. That gig where you opened for your hero.

    What concert moment do you remember most, and why? Tell that story!

    4. Merch clearance sale!

    Only got a few small t-shirts left? Making room for a new vinyl pressing? Don’t wanna haul your CD boxes to your next apartment?

    Tell your fans a fun story about why you’re running a sale. Then offer a discount and move some merch! 

    5. Ask for a recommendation

    Need inspiration? Ask your email subscribers who their favorite songwriters are.

    Sick of the same playlist or album in the tour van? Ask fans what they’re listening to.

    Heck, it doesn’t even need to be about music. You could ask for cooking recipes, book picks, anything! Just ask.

     6. Share a playlist

    You don’t need a new release in order to share your music.

    Put together a retrospective, a greatest hits playlist, or a collection of your most obscure tracks.

    Then give your fans a reason to listen again.

    Just remember not everyone is on Spotify, so provide alternate options (YouTube is an easy playlist destination!)

     7. “I have a confession” 

    You don’t want to overuse this hook, obviously, or else it’ll lose its appeal. But it’s okay to get vulnerable every once in a while. You’re human.

    Let your audience in on something secret or embarrassing. Tell them how you learned from the experience. And ask them if they ever experienced something similar. 

    8. The quick pic

    Don’t overthink this one. Just scroll through your camera roll, find your favorite picture, describe it in three sentences, and hit send. 

    If it’s music-related, great, but it doesn’t have to be.

    9. “We’re going live” 

    Musicians do an okay job announcing IRL concerts via email. But they often forget to promote digital events the same way.

    If you’re doing a livestream performance or an AMA, don’t just rely on social notifications. Send an email! 

    10. The struggle is real

    There is a way to acknowledge the difficulties of being an artist without it sounding like a pity party.

    As long as you don’t play this card too often, it can be an effective way to tell your story, nurture your relationship with your audience, and motivate them to DO something that helps your music career.

    Talk about the emotional, physical, or financial struggles of music-making. The grind of touring. The psychological impact of promoting yourself on social.

    Then tell your fans EXACTLY how to support you. 

    Conclusion

    There it is: 10 quick emails you can send to your fans throughout the year. And this is just a starter list.

    As you compose these emails, you’ll probably think of more ideas. Jot them down and add them to your email schedule.

    Don’t worry about sending too many emails, because most musicians have the opposite problem; they send too few.

    If your subscribers are truly fans, they’ll love to hear from you. 

    Tired of paying monthly fees to an email service like Mailchimp, Drip, or ConvertKit? 

    This one feature alone makes your ReverbNation membership worth it!

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    Chris Robley

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  • What the SEC’s New Climate Transparency Rules Mean for You | Entrepreneur

    What the SEC’s New Climate Transparency Rules Mean for You | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Discussing sensitive topics can be challenging for business owners. This is one of the top three or four reasons I receive initial calls for public relations assistance addressing a hot-button issue. The latest confusing trend is sustainability and how to talk about it openly. Surprisingly, people need clarification about how much to talk about it, why it’s important and when to bring it up. There’s even a new word for this fear: “greenhushing.”

    The most recent bit of pressure on companies regarding eco-messaging is the U.S. Securities and Exchange Commission’s (SEC) recent efforts to enforce regulations that protect investors and maintain market integrity. Basically, the SEC has revised environmental transparency rules and introduced mandatory climate risk disclosures for public companies.

    This is the first time a sustainability mandate has emerged nationally, and it’s expected to have a notable impact. In my opinion, even for private companies, it’s a call to pay attention and stop neglecting this discussion.

    We are entering an era where climate objectives, targets and governance frameworks will become mandatory in corporate reporting. This shift also aligns with the increasing consumer demand for environmentally and ethically sustainable products — a trend that, despite its popularity, has seen many companies struggle to translate into tangible demand.

    Related: Sustainability for Entrepreneurs — Why It Matters (and How to Achieve It).

    The paradox of consumer demand and greenwashing

    Consumers’ enthusiasm for sustainable products often starkly contrasts with their actual purchasing behavior. While surveys indicate a robust desire for sustainability, sales frequently need to catch up to expectations for new, environmentally conscious products. This discrepancy is exacerbated by greenwashing — where claims of environmental stewardship are not backed by practice — further eroding consumer trust and complicating the landscape for genuine initiatives.

    I’d counsel any company today to prepare for sustainability discussions and engagement. It is now an unavoidable topic. Because I have been a fractional CMO and external public relations consultant since 2002, I’ve received many calls from companies facing these watershed moments. Here is the advice I’d give a leadership team aiming to be more vocal about sustainability.

    The imperative of transparency

    In this context, the necessity for transparency is undeniable. Beyond mere regulatory compliance, transparency is crucial for cultivating consumer trust and loyalty. Companies must now proactively measure and refine their approaches to climate change, so this journey has got to start with a comprehensive understanding of your environmental footprint, including greenhouse gas emissions, resource utilization and waste generation.

    Typically facilitated by external consultants or an internal sustainability team, this foundational assessment is critical for setting realistic sustainability goals and improvement strategies. Employing standardized tools and frameworks like the Greenhouse Gas Protocol and Life Cycle Assessment provides a methodical approach to this task and will result in data and benchmarks you can use consistently in your messaging efforts.

    Armed with this data, specific and time-bound goals can be set that meet compliance requirements (if necessary) and drive significant environmental and social improvements. Engaging stakeholders, particularly employees, at this stage, helps bring to the surface any practical concerns and integrate these insights into the goal-setting process.

    Related: 70% of Consumers Say They’ll Buy ‘Green’ Products, but Only 5% Actually Do. That’s Due to a Common Marketing Mistake By Eco-Friendly Brands.

    The role of public relations in implementation

    Public relations in the realm of sustainable messaging goes beyond just issuing press releases. PR is a strategic tool for amplifying and embedding climate-change initiatives into the corporate ethos. Compelling storytelling highlighting a company’s progress and impacts on sustainability can significantly boost its reputation and foster third-party credibility.

    Leveraging various channels — from press releases and social media to comprehensive sustainability reports — enables these stories to reach and resonate with a broad audience, sparking engagement and advancing the sustainability agenda.

    Cultivating a sustainability-centric culture internally is essential. Companies can ensure that sustainability principles are deeply ingrained in every aspect of their operation through regular educational programs, active participation in sustainability initiatives and acknowledgment of individual and team contributions. This not only reinforces the company’s commitment to sustainability among employees but also mobilizes them and other stakeholders as ambassadors of these values.

    Continuous monitoring and evaluation of sustainability initiatives and how they are being perceived in public are vital measurement points to consider when assessing progress. Like any meaningful initiative, setting and tracking key performance indicators (KPIs) allow companies to measure effectiveness and identify areas for improvement. Further, engaging with employees and stakeholders through feedback will enrich this process and provide real-world insights.

    It seems counterintuitive, but in my experience, challenge is often in partnership with opportunity. Tackling tough subjects can uncover opportunities for innovation, stakeholder engagement and corporate accountability that otherwise would’ve been dormant. Talking specifically about sustainability is not always about compliance. It is a chance to appeal to buyers and lead the market with integrity, innovation and vision.

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    Christine Wetzler

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  • Keep Inspiration in Reach with Nix Color Sensor, Now $60 for One Week Only | Entrepreneur

    Keep Inspiration in Reach with Nix Color Sensor, Now $60 for One Week Only | Entrepreneur

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

    When running a business, it’s important to keep your company’s branding in mind around the clock because you never know when inspiration might strike. For example, when choosing a color palette for your design materials, you don’t have to stick with whatever you come up with off the top of your head. Live with it. Go out in the world, and when you see the right colors, you’ll know it.

    Now, to get the exact shade that inspires you, you’re going to need to show up at the paint store or on Photoshop with more than just “yellow.” That’s where a color-matching sensor comes into play. From April 15 through 11:59 p.m. PT on April 21, you can get the Nix Mini 2 Color-Matching Sensor on sale for just $59.97 (reg. $99).

    This pocket-sized scanning device can scan any surface and match it to any of over 100,000 brand-name paint colors, as well as sRGB HEX, CMYK, and LAB colors. Once you scan a color, you can access the color details via the Nix Paints and Nix Digital apps available on Android and iOS devices. From there, you can take that information and use it to get the exact color you want for your branding materials.

    Craft the branding of your company and your product to your exact specifications, and never stop perfecting it. Empower yourself with tools like this color-matching sensor, which is remarkably affordable.

    From April 15 through 11:59 p.m. PT on April 21, you can get the Nix Mini 2 Color-Matching Sensor on sale for just $59.97 (reg. $99).

    StackSocial prices subject to change.

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    Entrepreneur Store

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  • The biggest myth about TikTok for musicians – ReverbNation Blog

    The biggest myth about TikTok for musicians – ReverbNation Blog

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    Many major-label artists understand the power of TikTok as a music-marketing tool. In fact, some major acts even sought creative workarounds to get tracks back onto TikTok after their music was removed.

    In contrast, countless independent musicians seem to have the opposite problem. Their music IS easily available on TikTok, but there’s something else holding them back.

    What’s preventing those artists from reaching new fans on TikTok? Is it skill issues? Lack of gear? Ideas that don’t translate into viral videos? Probably not, actually! Most of us know how to frame a shot, hold a smartphone, and capture something that belongs on social.

    No, what holds so many musicians back is something (thankfully) that’s easy to solve. We just need to STOP believing the most damaging myth about TikTok.

    What’s that big, bad myth?

    It’s that TikTok prohibitively skews towards a particular age or demographic. That it isn’t for YOUR age-group, your interest-group, your country or region, etc.

    Have you ever heard yourself say some version of:

    “It’s only for kids.”

    “It’s only for dance trends.”

    “It’s only for comedy.”

    “It’s only for pop music.”

    If so, you’ve helped fuel this myth.

    In short: You believe that TikTok isn’t for you.

    The truth about TikTok for musicians

    It’s not a myth, of course, that TikTok skews young. That part is true.

    But here’s the thing: When you have a billion or more users on a platform that is designed to get the right content in front of the right audience, what does it matter if 60% of them are age 24 or younger? That still means you can reach 400million people who are OLDER than 24.

    And you can run similar math for almost any demographic consideration. You CAN find your people on TikTok. Which is why you might hear the phrase “corner of TikTok.” As in, there are millions of users in a certain “corner” of the platform, interacting with niche content that still gains massive reach due to the overall size of TikTok’s userbase.

    In other words,…

    No music is too niche

    No song is too strange. No artist is too old. No creator is too ANYTHING!

    As long as the content is good.

    Accordion hip-hop? Of course.

    Sad indie-folk covers of dance songs? Indeed.

    Electronic pop that only uses Casio keyboards? Yep.

    Ancient Corsican acappella? Why not.

    Humor and critique? Plenty of it.

    Encouragement and wisdom? Absolutely.

    Geography lessons via heavy metal? Hell yes.

    Sea Shanties? Timeless.

    Whether you’re 18 or 98, your music can reach, move, and change people. Not if you don’t get it in front of them though. And today, TikTok is arguably the most effective tool for music discovery. Which is why Taylor Swift’s music is back on the platform after UMG removed its catalog from TikTok.

    So if you want to reach people, you probably SHOULD be active on a vertical video platform. If it isn’t TikTok, you should have a strategy for Reels or Shorts instead.

    Why do we believe the myth that TikTok isn’t for us?

    It’s convenient. Because if we believe that myth, we don’t have to try.

    We don’t have to risk failing or being ignored. And I get it: It can be scary to put ourselves out there. Especially in a newer format (close-up, social, video) that differs dramatically from other settings where we might naturally thrive (on stage, in the studio, etc.)

    But if we attach ourselves too closely to some critique of modern music consumption trends — “oh, TikTok is only for kids and stupid dance videos” — what we’re really doing is blocking our own ability to use those same exact tools to reach people who will fall in love with our music.

    And isn’t that the point of everything we’re doing?

    Distribute your music to TikTok today!

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    Chris Robley

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  • Elevating customer insights with generative AI

    Elevating customer insights with generative AI

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    The era of AI is here, and there is a lot of discussion about the potential of AI to reimagine customer and marketing insights. I’ve been speaking with marketing leaders to learn how their teams are leading the way and using generative AI across marketing stages to elevate customer insights and messaging. I’m excited to share these successes and learnings in this blog series and my podcast.

    Marketing teams that are using generative AI to shape customer outreach are finding a competitive advantage. For every dollar that a company invests in AI, there is an average return of $3.50, according to an IDC survey of business leaders worldwide. Now is the time to discover how generative AI can move your company forward with deeper customer insights.

    Enriching customer insights with synthetic personas

    Generative AI offers the opportunity to create new experiences, gain better insights, and facilitate more productivity for marketers and sellers. Understanding customers’ needs helps marketing teams appeal to specific audiences. Most organizations are already using AI-powered tools to gather real-time customer and marketing insights from across their data estate to shape marketing and sales strategies.

    In my discussion with Bill Hamilton, Vice President and Head of Marketing Technology and Worldwide Marketing Operations at Microsoft, we touched on a new marketing opportunity Microsoft is exploring called synthetic personas. Microsoft uses first-party data gathered through customer surveys related to specific products to create a persona that marketing teams can interact with to identify effective messaging strategies.

    Ultimately, having centralized data makes it easier for teams to gather exciting new customer insights. “There is tremendous power in being able to tap into the first-party data that you have and apply these generative AI models to do new things,” says Hamilton.

    Audio description version: https://youtu.be/TREHYrT4U5s

    Personalizing marketing strategies with enhanced customer insights

    Generative AI helps marketing teams take data analysis to the next level by providing more specific views of target audiences. Marketers can move closer to a personalized experience for individual customers by using generative AI to test how well specific words, phrases, or ads appeal to defined customer sets.

    “As marketers, we know that our consumers care a lot about the brands and the companies that they engage with,” says Jennifer Kattula, General Manager, Marketing, Microsoft Advertising. “If you can get even more nuanced in your communications and do it quickly, it’s so powerful.”

    Advertising departments are also learning how to optimize the tone of voice for ad or marketing copy with generative AI. Experimenting with prompt engineering—including different adjectives in a prompt to generate refined results—helps marketers personalize messaging without extensive customer research.

    Audio description version: https://youtu.be/IkCFuJpjRoc

    Fostering a culture of curiosity to scale AI

    Incorporating any new technology into the workplace introduces a learning curve for employees. Fifty-two percent of surveyed business leaders worldwide report that a lack of skilled workers is their biggest barrier to implementing and scaling AI, according to an IDC survey.

    Early users of generative AI-powered tools have designated “champions” in their organizations to spur change, an approach I discussed with several marketing leaders. As enthusiastic champions experiment with AI, they can demonstrate practical solutions that improve employees’ daily lives. “At the end of the day, we all know it’s not just about the technology,” says Fiona Carney, Chief Marketing Officer for Microsoft Europe, Middle East, and Africa Regions. “It’s about the organizational behaviors and culture required to best use the technology.”

    Inspiring a work culture that promotes experimentation often leads to businesses discovering firsthand how generative AI works best for them. “Generative AI is so new; we don’t know all the ways it will be most effective,” says Hamilton. “We want people trying things and running experiments to learn.” Experimenting with generative AI prompts new innovations that can turn organizations into industry leaders.

    Audio description version: https://youtu.be/OV575uX9yjI

    Enhancing the customer experience with generative AI

    Based on my discussions with these industry leaders, I believe that generative AI-powered tools can offer a magical combination for marketing teams: creating a better customer experience with deeper insights and producing more effective campaigns. Organizations that foster a culture of curiosity and experimentation are likely to benefit most from their AI investments as they empower employees to revolutionize how they approach customer and market insights.

    I invite you to join our Microsoft teams as we explore how secure, responsible AI tools like Microsoft Copilot are reshaping work for the modern era. Discover real-life use cases and practical advice for the era of AI in my podcast.

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    Sydne Mullings

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