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Tag: Social Media Marketing

  • 8 Things Tech Startups Must Do Before Creating a Content Strategy | Entrepreneur

    8 Things Tech Startups Must Do Before Creating a Content Strategy | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    If you’re an early-stage tech startup, you’re probably aware that it’s not just established tech companies that need a content strategy. Wherever you are in your business journey, you’ll need a content plan to act as your guiding star when communicating with audiences. As your business scales, your strategy will naturally evolve, so how can you keep on top of this and all the other moving parts of your business?

    Our team has been supporting early-stage tech startups with branding and content for the past six years. These are our key recommendations for developing and executing a flawless content strategy:

    Related: How to Develop a Strong Content Strategy and Solidify Your Brand’s Online Presence

    1. Build your strategy from scratch

    Investing in content creation and distribution may seem like just another to-do item on an already long list when you’re just starting out, but the impact of a well-executed content strategy can be immense. Content marketing is too critical to leave as an afterthought, especially when it is the foundation of how you communicate with your audience. So, why is it so important to focus on content from day one?

    Firstly, you can maximize your resources. When you’re a startup with a limited marketing budget, content is a cost-effective way to reach your target audience compared to paid advertising. Secondly, you can showcase traction to investors. The success of your content strategy can be used as proof of your popularity in the market you operate in. Thirdly, you can benefit from early audience discovery and testing. Monitor how your customers respond to your messaging and gain a better understanding of what content resonates with them.

    2. Avoid taking shortcuts

    If you fail to create a strategy from scratch, you’ll poorly execute a plan with inconsistent messaging. Instead of a haphazard approach, start with a proper plan that the whole company is bought into. Before you start, don’t assume you know your audience intimately; gather data to build a comprehensive understanding to create content that resonates. Even if you’re not technical, don’t ignore metrics. You should monitor which marketing methods are working or failing. Then you can make informed decisions about your strategy’s performance and tweak where necessary.

    3. Look inward, not outward

    A robust content strategy begins with looking inward at your brand, not your competitors. Make sure you’re answering these questions when building out your strategy: First, what’s your business vision and mission statement? This relates to your company’s values, culture and purpose. Next, how would you describe your brand’s personality? This pertains to the human characteristics attributed to your brand. Then, how would you define your brand’s tone of voice? This is about how your brand sounds to customers. Being able to definitively answer these questions will help you translate your brand value to external audiences when developing your messaging.

    4. Understand your customers

    For tech brands, there are two approaches to use when defining your target audience. The problem-solving approach considers your customer’s pain points and how your brand’s solution is different. The customer persona approach is about creating a semi-fictional representation of your brand’s ideal customer based on research and data. By understanding your customer’s motivations and needs, you can tailor your messaging and offerings to better meet those needs and stand out from the competition.

    Related: 4 Simple Steps to Creating an Effective Content Marketing Strategy

    5. Know your value proposition and USPs

    Now it’s time to look outward and see how you compare to competitors, identifying opportunities for differentiation. Your value proposition and USPs (unique sales propositions) will help form the thematic basis of your content strategy. Your value proposition is based on information about what your competitors are offering. It’s important to understand their strengths and weaknesses to articulate why your brand offers the best solution. Your unique sales propositions augment the value proposition by defining the specific features and benefits that make your products stand out.

    6. Establish realistic and measurable goals

    The goals of your content strategy will be informed by your business goals. The type of content that creates brand awareness is very different from the type of content that drives traffic. To help set more strategic goals, it’s critical to start with a realistic planning horizon. For example, six months gives you enough time to gain momentum, test out different hypotheses and track performance. A long-term approach helps you focus on building a solid foundation instead of looking for quick results. Content can take a while to ramp up, but if you approach it with a long-term perspective, you’ll eventually see the benefits.

    7. Transition from content strategy to content plan

    When executing your plan, the first step is identifying your priority marketing channels.

    These will determine all the groundwork you’ve done in building out your brand strategy. That includes brand personality, value proposition, target audience and goals. We then recommend mapping your content posting schedule as a calendar — for optimum flexibility and visibility. Break up your content into 3-5 themes that align with your mission and address the needs of your target audience. By creating a calendar of themes, you can ensure that your content is consistent, relevant and serves your overall goals. Saving time and resources is essential in a high-growth company, so build time-saving practices into your content plan. For example, a blog post can be repurposed into multiple formats like a video or infographic.

    When you’re ready to execute your content plan, take a hint from B2B SaaS brand, Ahrefs, which relies almost solely on content to promote its SEO toolset. Their content marketing strategy was a key factor that grew their traffic to over 2.4M monthly visits. They conducted extensive keyword research and ensured SEO formed the basis of their strategy.

    Related: 5 Steps to Creating a Content Marketing Strategy That Actually Works

    8. Measure, track and optimize content

    By tracking your strategy’s performance, you can see trends and tweak accordingly to improve traction. You need to measure KPIs including website traffic, social engagement, conversion rates and lead generation, depending on your goals. You should interpret the data for insights that inform your strategy as it evolves. For example, high website traffic might indicate that your content is reaching a large audience, but low social engagement rates might suggest that the content is not resonating with them.

    As your startup grows, it’s very important to review your content strategy continuously. Once your business becomes profitable, consider hiring an internal marketer or an external marketing agency with the expertise to execute your strategy seamlessly.

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    Daria Gonzalez

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  • How a Strong Personal Brand Can Justify Charging a Premium | Entrepreneur

    How a Strong Personal Brand Can Justify Charging a Premium | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    You can charge a premium for products or services if you have a strong personal brand. Individuals build their personal brand by utilizing their reputation, expertise and influence to create a perceived value for their products or services.

    Having a personal brand will position you as an authority in your field, which may cause people to perceive your products or services as having a higher quality or greater value, potentially leading them to be willing to pay more for them.

    Whether you’re an entrepreneur, a creative professional or an executive, building a personal brand will help you stand out, establish credibility and attract new opportunities. But what does personal branding have to do with public relations? In this article, we’ll explore how your personal brand relates to PR and why it’s essential to integrate the two.

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

    Defining your personal brand

    Your brand is the unique combination of your skills, experience, personality, values and reputation that sets you apart from others. It’s how people perceive you and what you stand for, personally and professionally.

    By crafting a compelling personal brand story, you can create an emotional connection with your audience, establish trust and credibility, and differentiate yourself in a crowded market. A well-told brand story can help to build brand loyalty and affinity, ultimately driving business success.

    A strong personal brand is built on consistency, authenticity and a clear message that resonates with your target audience.

    How personal branding gives you notoriety

    Creating notoriety can result from viral fame or social media stardom or by strategically leveraging your personal brand. At its core, notoriety is all about expanding your network and leveraging your reputation with various stakeholders, such as customers, employees, investors and the media. Your brand plays a significant role in shaping how these stakeholders perceive you and your organization, impacting the success of your public relations efforts if you don’t have an excellent personal brand.

    Here are a few ways your personal brand can impact your brand awareness:

    Establish your credibility as an expert

    A strong personal brand can help establish your credibility as an expert in your industry. This can make it easier to secure media coverage, speaking engagements and other opportunities that can enhance your reputation and promote your organization.

    Building credibility is essential for establishing trust and confidence in your abilities, expertise and character. To build credibility, consistently demonstrate expertise in your field, provide value to your clients or customers, be transparent and authentic in your communication and actions, and cultivate strong relationships with others in your industry or community.

    Seeking feedback and continually improving your work can also establish a reputation for excellence and dedication to your craft. Remember that building credibility takes time and effort, but by consistently demonstrating your knowledge, reliability and integrity, you can establish a reputation that earns the trust and respect of others.

    Consistency is key when establishing yourself as an expert, and a strong personal brand can help ensure your messaging and actions align with your overall goals and values. This can help build trust and strengthen your relationships with key stakeholders.

    Differentiate yourself

    In today’s crowded market, standing out from the competition is essential. Your personal brand can help differentiate you and your organization by highlighting your unique strengths and values.

    To differentiate yourself in a crowded market, it’s pertinent to identify your unique selling proposition (USP) or what sets you apart from others in your field. You can achieve this by pinpointing your core competencies, skills and experiences that make you stand out. You should focus on building expertise in a specific niche or area and showcasing your personality and values to create a unique brand. Equally important, it’s crucial to constantly innovate, learn and stay up-to-date with industry trends and best practices. By consistently developing your skills and staying true to your brand, you can create a unique and valuable offering that distinguishes you from others in your field.

    Your personal brand can also impact your online presence, which is increasingly important in PR. By developing a robust online persona, you can better manage your reputation and build relationships with key stakeholders.

    Related: Build Trust and Credibility With This Simple Strategy

    How to leverage your personal brand to enhance your PR and marketing efforts

    Now that we understand the importance of personal branding, let’s look at how you can leverage your brand to enhance your PR and marketing efforts. Here are a few tips:

    1. Develop a clear message: Start by developing a clear and consistent message that reflects your personal brand and aligns with your organization’s goals. Tailor your message to your target audience, and communicate it across all channels, including your website, social media, and PR and marketing campaigns.

    2. Leverage social media: Social media is a powerful tool for building your personal brand and establishing relationships with journalists and other influencers. Use platforms like LinkedIn, Twitter and Instagram to share your expertise, connect with others and engage in industry conversations.

    3. Be authentic: Authenticity is key to building a solid personal brand and establishing stakeholder trust. Be true to yourself and your values, and avoid overstating your accomplishments or expertise.

    4. Monitor your reputation: Keep an eye on your online reputation, and address any negative comments or feedback promptly and professionally. Responding promptly and appropriately can help mitigate any damage and demonstrate your commitment to building strong relationships.

    5. Seek opportunities: Finally, seek opportunities to build your brand through speaking engagements, media interviews and other PR activities. These opportunities can help enhance your reputation and establish you as a thought leader in your industry.

    In conclusion, personal branding and your public perception are closely related and can significantly impact your success in any industry. By developing a strong personal brand, you can establish credibility, build relationships and differentiate yourself from the competition. Integrating personal branding and PR can ensure your messaging is consistent and aligned with your organization’s goals and can help you better manage your online reputation.

    Related: How to Create a Strong Personal Brand by Leveraging the Power of PR and Social Media

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    Danielle Sabrina

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  • 9 Tips for Navigating the Upcoming 2024 Marketing Landscape | Entrepreneur

    9 Tips for Navigating the Upcoming 2024 Marketing Landscape | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    2024 is right around the corner, and the world’s marketing landscape has changed a lot in this year alone! So, what’s changed in this time? As the internet grows, there are more people selling services and products than ever before. It’s saturated out there. To make an impact, you need to take the status quo and put your own unique twist on it. Think big.

    Marketing isn’t just about selling your product, service or idea. It IS your product, service or idea. This is where the game-changer is at. You create your brand through your marketing, not by your marketing. Marketing is where you get to tell your brand’s story to the world. Think about it: If you had the chance to tell the world about your brand (and could do it in any way you choose), how would you do it? Let me go through some tips that might inspire your answer by the end of this article.

    Related: You’re Not Just Selling a Product or Service — You’re Selling Your Brand Story. Here Are 3 Steps To Ensure It Sells.

    1. The “Think Big” mindset — go big or go home

    First things first. We’re not here to play it safe; we’re here to disrupt. You’ve got a product or service that’s the bee’s knees? Awesome. Now let’s make sure the world knows it, not with a whisper but with a roar. The “Think Big” mindset is all about doing things differently. Go big or go home!

    So, you’ve got the next “it” product or service? Don’t whisper it to the world — shout it! Example: You’ve got a new energy drink? Don’t just send out free samples; sponsor a major sports event. Light that baby up with fireworks, and get influencers to live-stream it. Make it a “can’t-miss” spectacle. Most importantly: Believe in yourself and your brand.

    2. Understand the audience, but don’t be limited by them

    Everyone’s telling you to know your audience. For sure, do that. But don’t let that box you in. Your audience today isn’t necessarily your audience tomorrow. Stay flexible. Adapt. Pivot if you have to. Just because you sold snowboards last season doesn’t mean you can’t sell beach gear this summer.

    Sure, you’ve got to know your audience. But don’t let that put you in a box. Sold snowboards last winter? Pivot to skateboards this summer. Be the brand that says, “Hey, we get you, no matter the season.”

    3. The power of storytelling

    People don’t buy what you do; they buy WHY you do it. If you can tell a story that connects, you’re gold. Your campaign needs a narrative, a hook, something more than just “Buy Now” slapped on a billboard. This is your brand’s blockbuster movie, and you’re the director. Action!

    Your campaign needs a story so compelling it could win an Oscar. If you’re selling organic food, don’t just say it’s healthy — tell a story of how your company is saving local farms and promoting sustainable living. That’s your Oscar-winning narrative right there.

    4. Video content: The king of the jungle

    If content is king, video content is the king of the jungle. By 2024, if you’re not into video, you’re basically communicating via smoke signals. You’ve got to get on platforms like YouTube, TikTok or whatever the next big thing is. Short-form, long-form, behind-the-scenes, vlogs — mix it up and keep it fresh.

    If you aren’t leveraging video content by now, get onto it! For instance, if you’re a fashion brand, YouTube tutorials showing how to rock your collection in multiple ways are a hit. TikTok challenges? Even better. Be the Spielberg of your brand’s story through different video formats.

    Related: 10 Pointers To Keep In Mind When Using Video To Grow Your Business

    5. Harness the power of social proof

    Look, in a world where everyone’s shouting, sometimes it’s best to let others do the talking for you. Testimonials, user-generated content, influencer collaborations — this is the stuff that social proof is made of. Leverage it. Your audience trusts their peers more than they trust your brand commercials.

    Social proof is like the cool kid in school vouching for you. So, get influencers to showcase your product, but also spotlight reviews and testimonials from everyday users. Have a tech gadget? Get it in the hands of industry experts for an unboxing video that their followers will devour.

    6. Data-driven decisions

    You can’t manage what you can’t measure. That’s why you need a dashboard that gives you real-time insights. I’m talking Google Analytics, SEO tracking, social media metrics — everything that tells you who’s engaging and how. But remember, data isn’t the be-all and end-all. It’s a tool, not a strategy.

    Install dashboards that monitor everything from website traffic to how long someone stared at a product on your mobile app. Let’s say, for instance, your camping gear is getting tons of clicks but no buys — maybe you need a flash sale to tip those browsers into buyers.

    7. Omni-channel or bust

    Your audience is everywhere, so you need to be too. Omni-channel marketing is the name of the game. You’ve got to be where they are, whether that’s on social media, their email inboxes, Google search or even old-school print and billboards.

    The consumer of today lives on Instagram, shops on Amazon, and judges purchasing decisions based on Google’s reviews. You need to be everywhere. Your campaign should span from social media ads to email marketing to even classic radio spots if that’s where your audience hangs.

    8. Disruptive innovation

    Remember the “Think Big” mindset? Well, here it comes into play again. If your campaign looks like everyone else’s, you’ve already lost. Do something bold. Do something innovative. Do something so jaw-dropping that people can’t help but stop and pay attention.

    Remember: Disrupt or be disrupted! Be the first to use emerging platforms or technologies in your field. Augmented reality try-ons for your fashion brand, anyone? You want people screenshotting your campaign and saying, “Look at what THESE guys did!”

    Related: 3 Ways to Stand Out from Competitors

    9. Relationships over transactions

    Last but not least, remember that at the core of every successful campaign is a relationship. Your audience isn’t just a sales number; they’re people who will become brand advocates if you treat them right. Provide value, communicate authentically, and aim to build a community around your brand.

    Instead of just selling, why not form a tribe? Create content that adds value. Got a fitness brand? Run a monthly “Fitness Challenge” where your community participates, bonds, and yes, uses your products. It’s about creating a lasting relationship, not just a one-off with your customer’s wallet.

    You’ve made it to the end, and hopefully, you’ve absorbed these key principles like a sponge. Remember that question I asked at the start? I’m sure by now you’re charged up, ready to shout your brand from a megaphone! Now, it’s not just about having this information; it’s about applying it diligently.

    So, what’s next? Action. You need to take these tips and implement them. This is more than just a campaign; it’s a way to build long-lasting relationships that can transform your brand. Remember: Think big. Take 2024 by storm. You’ve got this!

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    Mikey Lucas

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  • 3 Strategies for Creating Strong Hispanic Heritage Month Campaigns | Entrepreneur

    3 Strategies for Creating Strong Hispanic Heritage Month Campaigns | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Hispanic Heritage Month celebrates the Hispanic communities’ rich culture, history and contributions. In the business world, it is an opportunity for organizations to celebrate the Hispanic community by reaffirming their commitment to this group through strategic partnerships, charitable contributions and marketing campaigns.

    Here are three companies that got Hispanic Heritage Month right and some pointers you can take from them.

    Amazon

    Amazon’s 2022 campaign promoted Hispanic changemakers on its platform. Last year’s theme was Cultúra, and it repeatedly used the phrase, “without tú, there is no cultura.” In collaboration with Brazilian artist Mel Cerri, Amazon showcased Hispanic-themed illustrations and promoted various activities to honor the month. This included spotlighting Hispanic and Latino small businesses, promoting books by Hispanic authors, showcasing Hispanic creators in film and television, and highlighting Hispanic musicians and their impact on global music. In addition, Amazon also showcased Hispanic designers and retailers, celebrated the contributions of Hispanic professionals in technology through Amazon Web Services and integrated special features into Alexa for users to engage with.

    By incorporating established products and partnerships into cultural promotions, Amazon appeared genuine and like an ally. In addition, these tactics highlighted Amazon’s authentic relationships with its vendors, many of whom are prominent figures in the Hispanic community. When companies prioritize authenticity by promoting products and collaborations that have consistently been part of their organization, it appears less forced and inauthentic, and more natural and genuine.

    Related: 5 Ways Brands Can Celebrate Hispanic Heritage Month Using Social Media

    Verizon

    In their 2022 campaign celebrating Hispanic Heritage Month, Verizon showcased an approach rooted in authenticity, empowerment and social responsibility. By centering their narrative around the potential of Latinas in the corporate world, they emphasized the disparities in leadership roles. In addition, Christina Schelling, SVP of Talent & Diversity, shared her journey as a testament to the challenges and opportunities available.

    Yet, even as Verizon celebrated, they didn’t shy away from addressing pressing issues, showing immediate response to Hurricanes Ian and Fiona, which devastated Cuba, Puerto Rico, the Dominican Republic and parts of Florida. Their swift action, from financial contributions to providing telecom relief, accentuated their commitment to being more than just a service provider; they positioned themselves as an integral community partner.

    Verizon’s campaign stood out for many reasons, demonstrating elements from which other businesses can learn. Firstly, the campaign highlighted the significance of representative storytelling. With Latinas making up only a mere 1.6% of senior executive roles in major companies, Verizon used its platform to spotlight this disparity, allowing Schelling’s personal story to humanize the broader narrative. In addition, the campaign was responsive. When disaster struck in the form of Hurricanes Ian and Fiona, Verizon transitioned seamlessly from celebration to support, committing funds and services to affected areas.

    This adaptability highlights the importance of businesses being attuned to the dynamic realities of their target communities. Finally, Verizon served as a partner by offering free access to regional news channels and sharing stories of their employees affected by the hurricanes. These areas were critical to the campaign’s success and formed a blueprint for how businesses can celebrate diversity while standing with and supporting the community during tough times.

    Related: 4 Successful Ways Businesses Need to Adapt to a Growing Hispanic Demographic

    TikTok

    TikTok’s “De Nada America” campaign for Latinx Heritage Month showcased an outstanding understanding of niche marketing. The platform enhanced user engagement by integrating trending hashtags, in-app features, live events and collaborations with prominent Latinx creators and partners like Mitú. TikTok also introduced the Latinx Creatives Program and its partnerships with the Hispanic Heritage Foundation.

    The “De Nada America” campaign reinforced Latinx’s cultural contributions and narratives in an era where representation matters. TikTok celebrated diverse voices, broke down cultural stereotypes and misconceptions, and facilitated a more inclusive and understanding digital space. Additionally, by physically investing in the community’s growth and success through its $150,000 grant fund, #CreciendoconTikTok, TikTok demonstrated a commitment beyond mere tokenism.

    Related: 3 Strategic Pillars to Build Loyalty With a Hispanic Audience

    Lessons learned

    1. Community collaboration: Working with community members, artists and influencers ensures authenticity and resonance, as seen in Amazon’s campaign.

    2. Empowering voices: TikTok’s success in promoting Hispanic creators highlights the importance of giving underrepresented communities a platform in which they can share their voices.

    3. Investment in community development: Verizon’s community-driven approach shows that investment in community well-being can translate to brand loyalty and satisfaction.

    4. Authentic storytelling: TikTok’s campaign highlights the importance of humanizing a brand through genuine and heartfelt stories.

    Companies can better connect with the Hispanic community by focusing on the above areas. In addition, this targeted approach can naturally result in customer loyalty and retention.

    As the Hispanic population continues to grow, it’s imperative that businesses form genuine connections with this community. If brands do not have a specialized marketing plan to acquire the Hispanic consumer, they will miss an incredible opportunity to retain life-long customers and brand advocates. In addition, given that Hispanic buying power is expanding at rates comparable to established countries, it would be financially irresponsible not to allocate marketing resources to this market.

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    Christine Alexis

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  • 6 Ways to Ace Social Media Branding for Your Startup | Entrepreneur

    6 Ways to Ace Social Media Branding for Your Startup | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Did you know that there are over 4.62 billion active social media users worldwide? With such a massive audience, it’s no wonder that startups are leveraging social media branding to create a strong online presence and grow their businesses. But the competition is steep, and you must apply a strategic approach to stand out and make heads turn! So, let’s delve into the world of social media branding for startups. We’ll explore how to build a strong image and thrive in the digital landscape.

    The power of social media branding for startups

    Social media branding offers numerous benefits for budding startups. It’s not just about creating a logo or a catchy tagline; it’s about creating a unique recognition and following online that resonates with your audience.

    First, increased brand awareness is surely one of its biggest benefits. Startups can harness social media platforms for branding by actively responding to customer feedback, initiating meaningful conversations through targeted content and hosting interactive sessions like Q&As or live streams to engage directly with their audience. This proactive approach fosters trust and builds a loyal community around the brand.

    Enhanced customer engagement is another unique advantage of social branding. Platforms like Twitter and LinkedIn provide a unique opportunity for startups to interact directly with their customers and build lasting relationships. On Twitter, startups can engage in real-time conversations, respond to feedback, and address concerns, while LinkedIn allows for professional networking, sharing industry insights and fostering community discussions.

    Similarly, startups can create community groups, host live sessions and run targeted ads to foster engagement on Facebook. With its visual-centric approach, Instagram allows brands to showcase their products, share behind-the-scenes content, and collaborate with influencers for wider reach.

    But it’s not just about engagement and awareness. Effective social media branding can drive more traffic to a startup’s website through quality content, increasing sales and revenue. This is especially effective with video content, as 61% of customers are convinced to purchase based on the brand’s video.

    Are you ready to leverage the power of social media platforms to elevate your new brand? Here are some tips to help you apply social media branding for your business effectively.

    Related: LinkedIn Changed Its Algorithms — Here’s How Your Posts Will Get More Attention Now

    1. Establish a consistent brand identity

    A strong brand identity is crucial for a startup’s success on social media. To create a consistent brand identity, define your brand’s mission, vision, values and target audience. Next, develop a unique brand voice and visual identity that resonates with your target audience.

    Consistency is key, so ensure that your logo, colors, fonts and messaging are uniform across all social media platforms. Most importantly, always ensure your brand’s messaging is laser-focused on your target audience.

    2. Choose the right platforms

    Not all social media platforms are created equal. Each platform has unique features, demographics, and content formats; understanding these nuances is the first step in mastering social media branding. For example, LinkedIn is a hub for professionals and B2B marketing, while Instagram thrives on visual content, making it ideal for lifestyle and fashion brands.

    To ace social media branding, it’s essential to identify the platforms that align with your startup’s target audience and objectives. Researching and understanding the demographics of each platform will guide you in selecting the ones that resonate with your brand’s voice and goals.

    3. Create engaging and valuable content

    Content is the backbone of social media branding. To create a strong brand presence, producing engaging and valuable content that addresses your audience’s needs and interests is crucial. Share a mix of informative, entertaining, and promotional content regularly to keep your audience engaged and showcase your brand’s expertise. And don’t forget to use eye-catching visuals and incorporate your brand’s unique voice and identity in all content. The final aim is to perform effective social media storytelling to build a loyal audience and customer base for your brand.

    Related: The 6-Step Process to Creating Engaging Content

    4. Leveraging user-generated content

    User-generated content (UGC) is a powerful tool for social media branding. You can foster trust, credibility, and engagement by encouraging your audience to share their experiences with your brand. Feature customer reviews, testimonials, and user-generated photos or videos on your social media profiles to showcase your startup’s success and create a sense of community among your followers. UGC not only amplifies your brand’s voice but also adds authenticity. When potential customers see real people enjoying your products or services, it creates a more relatable and trustworthy image for your brand.

    5. Implementing hashtags and influencer marketing

    Hashtags and influencer marketing can significantly boost your startup’s social media branding efforts. Use relevant and branded hashtags to increase your content’s visibility and reach. For example, creating a unique hashtag for a specific campaign can help you track its success and engagement. Collaborate with influencers who align with your brand values and have a strong following among your target audience. Influencer partnerships can help you reach new customers, increase brand awareness, and drive conversions. By choosing the right influencers, you can tap into their established trust and credibility, making your brand more appealing to their followers.

    6. Tracking and analyzing performance

    For effective social media branding, it’s essential to monitor and analyze your startup’s performance on each platform. Use social media analytics tools to track key metrics, such as engagement, reach and conversions. Analyzing this data will help you identify trends, measure the success of your campaigns and make data-driven decisions to optimize your social media branding efforts. Regularly reviewing these insights allows you to understand what resonates with your audience and what doesn’t. It’s not just about numbers; it’s about understanding the behavior and preferences of your audience, enabling you to tailor your content and strategies for maximum impact.

    Applying effective social media branding for startups in the competitive online space requires a strategic approach and consistent effort. It’s not just about crafting creative campaigns but understanding your audience deeply and making data-driven decisions catering to their needs. By establishing a strong brand identity, choosing the right platforms, creating engaging content, leveraging user-generated branding content, implementing hashtags and influencer marketing and tracking performance, you can create a powerful online presence that drives growth and success for your startup.

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    Vikas Agrawal

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  • 10 Signs You Need to Rethink Your Marketing Strategy | Entrepreneur

    10 Signs You Need to Rethink Your Marketing Strategy | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    With 25 years of marketing experience under my heels, I can tell within minutes of observation what a business is doing right with its marketing and what they are doing wrong.

    Most often, it’s simply the lack of a results-based marketing strategy. A marketing strategy is a plan of action designed to promote and sell a product or service. But often, companies I observe have no plan whatsoever — and worse, they aren’t tracking where their leads are coming from.

    You need to craft a unique marketing strategy for your company that meets your specific needs and goals. To identify whether or not you need to rethink your current marketing plans, I have laid out 10 things you’re doing right now that show it’s time for change.

    Related: 7 Pieces of Information Necessary for Any Marketing Strategy

    1. Your messaging is too broad

    If you keep your messaging broad to appeal to everyone, it’s likely you’re failing to stand out with anyone. Instead, identify your ideal customer and appeal to them specifically.

    Consider your best current customers and what they have in common. Do they share certain demographics or a specific reason for choosing you over the competition? You can always survey them and ask! The more information you have — and the narrower you can get your market — the better. Go niche to get the most out of your marketing, then slowly expand as you grow and get the hang of it.

    2. Your message is the same as your competition

    What makes your company different from the rest in your industry? If your branding, messaging and style look similar to your competitors, prospects won’t be able to differentiate you on anything other than price point.

    You need a unique selling proposition that sets you apart from everyone else. Why should a prospect choose you over others who offer similar services or products?

    Also, keep in mind that your unique selling proposition should be specific. Avoid anything too vague, like saying you have the “best product” or “best customer service” — something everyone claims.

    3. You feel forced to lower prices to attract buyers

    Are you lowering prices as a last resort to close customers? Consider how you can add more value to your products or services.

    How does your business make their lives easier, save them time or achieve their goals? What can you do to make your brand worth the higher price point? Once you have discovered how to add value to your product or service, communicate it clearly to your audience.

    4. You spend a lot of money on marketing but have no idea what’s working

    Differentiating your marketing channels is always a great idea, however, neglecting to track the performance of all those channels — and which channels lead to the most sales — is problematic. You’ll end up wasting money and resources if you have no idea what is driving revenue.

    The first step is to ensure you have a system for asking every new lead how they heard about you. At my company, PostcardMania, we ask every lead more than once — we ask on our website when someone fills out a form, via our live chat operators, and everyone who is a first-time caller. Don’t be afraid to drill this into your staff too, if you have to. We’re human, and we mean well, but we get easily distracted.

    Once you understand where your leads and sales are coming from, you can analyze other must-track marketing metrics.

    5. Your branding looks inconsistent

    Although it can be daunting to update all of your marketing collateral every time you update your website or logo, it’s crucial that your messaging, logo and imagery match. Even your print ads should look like your Facebook ads.

    You have a split-second to make an impression on prospects, and if your impressions aren’t cohesive, they aren’t going to help build awareness for your brand, and you’ve basically wasted your money. So, just remember: cohesive = consistency.

    Related: 5 Marketing Tips for Brand Success

    6. You have low customer retention rates

    Retaining customers should be easier than reeling in new ones. Look at your sales funnel for returning customers, and see where you can trigger them to return, such as sending out emails, postcards using a current customer list and even Instagram ads.

    You can also start a loyalty program that rewards customers for regular purchases. Discounts and other offers included in advertisements are also great ways to get people to come back to your website and browse for additional products and services.

    7. You have a small online footprint

    Believe it or not, there are businesses that still don’t have a website in 2023. If that’s you, get on it ASAP. Your business needs to be trustworthy, so if you have virtually no online presence, that’s going to set off alarm bells for prospects.

    If a website isn’t in the cards for you right now, at least get your business on Facebook, Instagram and Google My Business. Build up your profiles there by posting regularly. It’s important that prospects feel like you’re a legitimate business and they have an outlet for recourse (like a place to leave a review) if things don’t work out.

    I also suggest offering your services pro bono to a few friends and family at first, to help get you set up with a few good reviews right off the bat.

    8. You ignore or don’t solicit feedback

    Feedback can come from a variety of different places. As I mentioned, tracking your results and regularly reviewing your analytics will communicate what’s working and what isn’t. Certain key performance indicators like website traffic, phone calls, conversion rates and retention rates will help you get a health check on your marketing.

    You also get feedback from word of mouth, Google reviews, in-person conversations and more. Some of this feedback can be prompted, and some of it will come to you naturally. You may have noticed that bad feedback makes itself known more readily than good, so be sure to be proactive about finding the good. I use Podium to manage my online reviews and require that all of our account managers personally ask clients to leave a review after service. With this feedback, I can correct any errors that we may have made, improve my business and also reward staff for rock-star performance.

    9. You are missing out on referrals

    Imagine if every new customer — or even every other new customer — automatically became two. That would be an immediate 50-100% bump in sales! That’s the power of referrals.

    Research shows that 94% of customers will recommend a company they rate as “very good,” so the possibility of referrals is out there … you just have to be willing to go get them. A great way to do that is with a customer referral program that offers something — like a discount, a free item or the possibility of winning a prize like an iPad — to current customers for every referral they send your way.

    Just be sure to market your referral program to new customers through email, direct mail, regular newsletters and any other methods you use to stay in touch with clients.

    Related: How to Gauge Marketing Success in a Shifting Business Landscape

    10. You are trapped in a cycle of zero growth

    If you aren’t seeing any growth in your sales, it’s time to shake things up in your marketing. Try mailing postcards to prospects who visit your website and leave without converting. It’s a new technology called direct mail automation, and it can make a huge difference in converting leads that might’ve otherwise been lost. I may be biased since I sell postcards, but I also used them to build PostcardMania to a $97 million business. Direct mail works because it’s trustworthy. In fact, neurological research also shows that mail makes a deeper, more lasting impression on people.

    Lastly, my best piece of advice to stir up more sales is to increase your marketing. Whatever you are doing, it isn’t enough to change your business’s trajectory. The amount of money you put into your marketing will reflect the return. The greater the investment, the bigger the results.

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    Joy Gendusa

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  • 4 Ways Creators Are Revolutionizing Marketing | Entrepreneur

    4 Ways Creators Are Revolutionizing Marketing | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As a marketer, I love seeing big brands break free from corporate norms and have fun with their marketing. Take Wendy’s, which is well-known for its saucy Twitter personality, or Mailchimp, which uses memes, business discourse and insights on timely trends on its TikTok. Both organizations boldly inject personality and humor into their social presence. And many others have similarly found their own groove.

    But the reality for most big brands (especially B2Bs) is quite the opposite: Bound by stringent corporate marketing guidelines, they carefully color within the lines, which can make for bland websites, stiff messaging and content that is out of date or outright misses the mark.

    It’s a stark contrast to the tactics I’ve seen popularized by some of the most marketing-savvy digital trailblazers: the creators and influencers developing breakthrough approaches to promoting themselves, attracting and engaging followers and building a loyal base of customers.

    I’ve had a front-row seat to how creators build their brands by passionately sharing their skills and knowledge in what is often raw, unfiltered and compelling content. Without the ties that bind larger companies, they can monetize their often small but engaged audiences. It’s time big brands pay attention.

    As someone who’s built a career on modernizing marketing approaches and helping B2B brands overcome their stuffiness, I believe it’s critical that big companies dip their toes into these waters — or suffer the consequences in a sea of marketing mediocrity. You don’t need to hire a Creator in Chief (though some brands have) to emulate creator content or approaches. These four steps will get you on your way:

    Related: Modernize your Marketing with these Brilliant Tactics

    1. Be a trustworthy teacher

    If there’s one common thread among the hundreds of thousands of creators who are marketing their businesses, it’s this: Freely sharing knowledge feeds customer needs — and keeps them coming back. Many B2B brands already know this and have prioritized educational content marketing.

    But creators have gone a step further to harness the power of education as a growth tool — creating courses, building communities and leveraging their skills and experience in more structured (and lucrative) ways. Our research reveals that microlearning is on the rise, and people are looking to short-term courses from trusted teachers to add to their skills and enrich life and work.

    Brands like Hootsuite, Shopify and Hubspot have hopped on the trend by establishing online learning academies, tapping into the growing demand for self-paced learning options. And, like creators, they’re discovering that this approach enables new revenue streams and customer loyalty.

    2. Don’t be afraid to be playful or cute

    When I worked at Hootsuite, we sent every email in the voice of our mascot Owly. It was cute, and research has shown that humans respond to cuteness. But when we expanded our marketing strategy to an enterprise audience, we thought twice about using Owly’s voice. Ultimately, we decided that a cheeky owl, no matter how wise, was not appropriate for enterprise customers.

    At the time, the decision felt right. But if I had to make the call again, I would stick with the owl. In today’s market, playfulness has become just as effective — and important — in enterprise marketing. Even enterprise brands are operated by humans. And humans appreciate levity.

    Of course, there are cases where playfulness is not appropriate. But in 2023, your marketing needs to be memorable, personable and fun. Creators are masters at this, whether they’re tapping into the power of viral memes, quirky self-deprecating videos or cultural hot takes, and they offer endless examples of how to do it effectively.

    Related: Creative Marketing Ideas to Get More Customers and Followers

    3. Show a little humanity

    A traditional marketing team wouldn’t typically feature their kids, partners or pets in their campaigns, but for many creators, like Brandon Doerksen, who runs the Thrive Training Institute, or Sunny Lenarduzzi, who teaches how to build an online business, that’s often par for the course. Providing a window into their whole lives is just how they do business, and it’s key to what has made creator marketing so engaging: it’s human and relatable.

    B2B brands, especially, often take the opposite approach: removing all traces of humanity from their content — or worse, forcing a human brand voice that comes across as fake or disingenuous. And this has only been exacerbated by generative AI. Studies have shown that customers want to align themselves with brands they can relate to on a human level, and these kinds of relationships lead to greater trust and loyalty.

    One way to make content more human is to literally make it about the humans behind your brand: employee profiles, customer stories and leader think pieces. Bring your people out from behind the curtain, and let your audience get to know them.

    4. Jump in on trends to test the waters

    Creators are nothing if not agile. They’re often early adopters of new tools and tech, and they jump in with content and products in spite of potential imperfections. It’s an approach software developers use, too: launching beta products with the intent to learn and improve as they go.

    This kind of agility is tougher for big brands. It’s something I’ve been pushing for years, and it always feels uncomfortable. Recently, we used this approach to put together a webinar on Threads to assist creators with the new social network hot on the heels of its launch. We did something similar with a 40-page AI for Creators report, which we developed within weeks. Both these trends were hot, and we knew we couldn’t wait.

    In a digital marketing landscape that moves fast, marketers need to react with agility. Part of that is having the confidence to do so by hiring people whose skills and judgment you trust. Give them some parameters and license to do good, fast work — otherwise, you will be behind the eight ball.

    Of course, you don’t need to jump in on every trend. Pick one that’s relevant to your audience, and see how it feels to channel your inner creator! I promise, the water’s warm.

    Related: 5 Digital Marketing Trends to Know for the Decade

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    Christie Horsman

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  • How to Transform Your Business with Social Media Branding in 2023 | Entrepreneur

    How to Transform Your Business with Social Media Branding in 2023 | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In less than two decades, social media has transformed how people communicate. Social media platforms have also dramatically altered how brands reach potential customers and build long-term relationships.

    Social media enabled brands to break down barriers and reach their audiences directly. As a consequence of making it easier for companies to reach audiences, more businesses are leveraging social media for growth. Effective social media branding can help companies stand out in busy marketplaces and strengthen their brand identity simultaneously.

    Social media platforms may have started as a way for individuals to connect. But as millions and now billions of people have joined them, they have also become powerful marketing tools. The latest statistics at the time of writing showed that more than four and a quarter billion people globally used social media at least once a month.

    While that figure is impressive, the power of social media is not limited to user numbers. According to industry experts, nine out of ten people buy from brands they follow on social media platforms. There is no doubt about the strong connection between an engaging social media presence and conversions. Social media platforms are powerful tools to help build brands.

    Related: 5 Social Media Marketing Mistakes You Need to Avoid

    Defining social media branding

    Social media branding combines the strengths of two cornerstone elements of successful marketing strategies — branding and social media marketing. To deliver transformative results for a business, social media branding strategies must do more than add a logo to a post.

    Brand teams must integrate the brand’s unique value proposition with its look, voice and feel to craft memorable messages. Some of the most captivating social media branding is focused on encouraging interaction and engagement between a brand and its audiences.

    Using social media branding to build brand awareness and reach

    Through social media platforms, brands have an unparalleled opportunity to extend their reach beyond their existing audiences. By developing captivating content, companies encourage their existing audiences, or followers, to share it with others. Without additional effort on the side of the business, the audience grows.

    Hashtags are another excellent way of reaching new audiences interested in a topic the brand is discussing. As non-followers pick up your company’s content and share it, there is an opportunity for it to go viral and be seen by thousands or even millions of social media users who may otherwise never have known about your company.

    Related: Why It’s Smart to Focus on Strategic Growth Instead of Going Viral

    Establishing brand identity and differentiation through social media branding

    Building awareness and reach are only two components of successful social media branding. As social media use grows, more brands use these platforms for their marketing, and it is becoming increasingly more challenging to stand out from competitors.

    Social media branding allows companies to show their audiences what differentiates them from their competitors. Few other channels offer the same level of choice of communication, what to talk about and how to interact with their audience without a barrier. This is why social media platforms are such powerful tools for sharing value propositions and clarifying how brands are different.

    Engaging and connecting with target audiences

    Connecting with audiences has been somewhat of a side note throughout this article. However, connecting and engaging directly with an audience is perhaps the greatest strength of social media channels.

    This immediacy allows brands to listen to feedback from their audience, respond to it directly and build stronger relationships. At the same time, brands can show their personality more easily than on other channels. For example, Taco Bell’s social media content and interactions have a distinct funny and sarcastic tone to them.

    But brands can also showcase their values to their customers as Starbucks does with its community-focused Facebook content. One of the keys to maximizing the impact of social media branding is consistency in both verbal and visual messaging to reinforce the brand’s identity.

    Related: How to Make Social Media Marketing Effective for Your Brand

    Leveraging user-generated content

    The next step in building engagement is utilizing user-generated content. For example, by sharing a genuine product review, brands can highlight their unique value propositions through a third-party endorsement. User-generated content is a powerful tactic to build audience trust.

    Influencing consumer perception and trust

    Consistent social media branding, especially user-generated content, consumer reviews and testimonials, can influence and change consumers’ brand perception. Today, many consumers are skeptical of companies’ statements in their marketing campaigns.

    Content that has been created by a product’s or service’s users automatically benefits from greater credibility and helps build trust between the brand and the audience. Brands can reinforce that trust by ensuring their messages resonate with users’ content.

    Driving website traffic and conversions

    Aside from allowing brands and consumers to connect directly, another strength of social media platforms is driving website traffic and conversions.

    Social media posts are an excellent tool to introduce a topic and entice the audience to visit a website and learn more. Clear calls-to-action are imperative to encourage users to click on a link. Without them, it is too easy for content to get lost among competing messages.

    Related: 5 Critical Website-Traffic Metrics You Should Know

    Measuring social media branding success

    Without measuring the impact of different social media branding activities, brand teams cannot know which campaigns have been successful and which need refinement.

    Tracking critical metrics like views, reach and conversions is essential. To make analytics even more meaningful, companies can analyze the sentiment underlying reactions and adjust the effectiveness of their activity. Most social media platforms continue to develop more sophisticated metrics and tools to help brands in their journey.

    Social media branding combines the reach of social media platforms with the impact of carefully crafted brand messages. Together, these two can help companies build highly effective marketing campaigns. Increased brand awareness, brand trust and audience engagement all drive business growth for years to come.

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    Jessica Wong

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  • 6 Strategies You Need To Ensure Your Personal Brand Stands Out | Entrepreneur

    6 Strategies You Need To Ensure Your Personal Brand Stands Out | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Why is Panera Bread on TikTok? Social media makes it easy for consumers to feel connected to the companies they love most. This means the idea of a faceless business is likely on the path to becoming obsolete. Panera understands something more people are beginning to realize: The increased importance of personal branding in modern marketing.

    Personal branding has been a significant part of many marketing efforts for years now — ever since Facebook hit it big. However, personal branding has evolved along with the way we interact on the internet. As an entrepreneur who’s worked hard to build his own personal brand, I’ve experienced this evolution firsthand.

    One of the biggest changes over the past decade is that personal branding is no longer reserved only for celebrities and household names. Nowadays, if you have access to the internet and a drive to get your name out, you can have a personal brand, which is perfect for intrepid entrepreneurs.

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

    SEO is also no longer the end-all, be-all of marketing. Suppose you’re trying to build a brand around entertainment and multimedia, for example. Social media platforms such as Instagram, Discord, TikTok and Twitter have proven more effective for growing and keeping engaged followers. In other words, while building a successful personal brand is more accessible, it’s also more complex. It requires the right tools for the job and a more, well, personal approach.

    Personal branding in action

    To better understand what successful personal branding looks like in the entrepreneurial space, let’s look at two notable examples.

    Gary Vaynerchuk is one of the first names that come to mind when people think about entrepreneurs who have turned themselves into successful brands. Nearly every entrepreneur knows his name, but not because of specific business dealings. In fact, many would be hard-pressed to name what businesses he’s involved with. His personal brand trumps everything else.

    Vaynerchuk’s blunt style has captured people’s attention and provided him with a level of authenticity that’s hard to replicate. But this approach can also be a turnoff. His brand is a good reminder that what works for one person won’t necessarily work for you.

    Simon Sinek is a good example of a different approach to the same strategy. He’s an entrepreneur who focuses on creating unique and inspiring content that informs and entertains people. His content comes in a variety of different forms, including podcasts, talks, articles and videos.

    Related: 6 Tips for Successfully Communicating Your Personal Brand

    Rather than build a personal brand based on his personality, Sinek has chosen to base it on his content. Through the study of human behavior and psychology, Sinek seeks to help other entrepreneurs improve while concurrently amplifying his reputation as an expert in the field.

    It’s important to understand that one approach is not necessarily better. But what does leaning into your unique self look like from a branding perspective? In a world where more and more people are crafting their own personal brands, how can you harness the power of your personality to stand out? Let’s look at six ways to do just that.

    How to build a personal brand that stands out from the crowd

    The truth is that most people start building their personal brands long before they realize that’s what they’re doing. Just the act of creating a LinkedIn profile is the beginning of creating a brand. That’s where I started. Only around the time I was launching my first startup and meeting with potential investors did I realize just how important a strong personal brand was.

    So, I began in earnest to become more proactive in my branding. I worked to become a thought leader, which has helped me grow my success. Along the way, I learned some important lessons that I believe anyone can apply to their own approach to personal branding.

    1. Settle on a consistent voice that showcases your passion

    Feel free to play around with what your brand looks like before choosing a specific direction. But once you make that choice, own it. Decide what topics to position yourself as an authority on and ensure you’re passionate about them. This will let the authenticity flow naturally.

    It’s easy when you start building your personal brand to jump on the bandwagon of trendy topics — artificial intelligence (AI), I’m looking at you — but doing so is a mistake. Focus on what you can add to the conversation, not on joining the conversation.

    2. Be actionable

    I’ve learned that actionable stories and advice perform the best. Everyone has an opinion, but if you share steps that achieve a result, you’ll have a better shot at getting noticed. One example of this is HubSpot. Hubspot offers service solutions for marketing, sales, content management and more. It offers free courses related to its services as part of its marketing strategy so that potential customers are better educated about the industry. This initiative has given HubSpot a lot of favorable brand awareness, and its courses have even become a part of some companies’ internal training curricula.

    Related: 6 Tips for Leveraging Your Personal Brand to Create Partnership Opportunities

    3. Involve yourself with groups of other thought leaders

    I’ve learned that what I share touches some people deeper than expected. But to create things that touch people, I had to find people who could speak to me in the same way. Having great mentors or even just great people around you who are passionate about the same things will help inspire the content you create.

    4. Don’t be on a social media platform just to be there

    When social media became mainstream, the trend was creating a profile on every possible platform, even if you didn’t find any value in it. While building your personal brand across various channels can help you extend your reach, without a reason to be there, you’re just generating. If you choose to be on a platform, ensure you can deliver content that matches its intended use.

    Related: Want More Clients? Focus On Your Personal Brand

    5. Find the time

    As an entrepreneur, it can be difficult to fit another thing into your daily schedule. But you have to force yourself to make the time. One trick I use is maintaining an ongoing thought sheet that I add to throughout the month. These are thoughts I have that I may want to write about.

    6. Track your reach

    If you don’t measure your reach, you won’t know what’s resonating and what isn’t. A wide variety of tools are available to track your readership levels on what you author; make sure to take advantage of them. When tracking your reach, pay close attention to where audience overlap occurs. Avoiding this will help you reach a broader audience.

    The scope of branding has transcended the corporate realm. We are entering a digital age where everything you post online mirrors your identity. Take advantage of the digital tools within your reach to tell a cohesive story about who you are, what you stand for, and why you do what you do. More and more consumers are looking for brands and personalities they resonate with — why not let that be you?

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    Gideon Kimbrell

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  • Cracking the Code of the Social Media Rubik’s Cube for Brand Dominance | Entrepreneur

    Cracking the Code of the Social Media Rubik’s Cube for Brand Dominance | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    With over 15 years of experience in the social media industry, I’ve come to think of optimizing your online presence as solving a Rubik’s Cube. When I first started out in 2010, working with mentors like internet marketing guru Neil Patel, the platforms were far less developed.

    Back then, most people utilized sites like Facebook and Instagram simply to share photos of food or weekend happenings with friends and family. The idea of strategically using social media to build a brand or business was in its infancy.

    But over the years, the platforms matured rapidly, and consumption habits changed dramatically. We’ve seen an explosion of niche interests and creators on YouTube. Facebook groups now connect people around specialized hobbies and passions. Most recently, TikTok has revolutionized short-form mobile video, addicting billions of monthly active users to its algorithmically fueled “For You” page with every other social media platform following suit.

    I realized that there was this incredible correlation between the Rubik’s Cube and social media because when a Rubik’s Cube isn’t correct, you can see it. It’s the same way when you’re with your social media — when you know you’re not managing it correctly, you can feel it. Using the right strategy for each platform is crucial — the right content for Instagram, Facebook, TikTok. When the puzzle pieces click into place, everything aligns. That’s when the power of social media truly becomes tangible.

    Related: Building A Social Media Strategy That Can Bolster Your Brand’s Online Presence: The How-To

    Creating your niche in the interest space world

    Social media has utterly transformed how we interact and share information. Platforms like Facebook, Instagram, Youtube, TikTok and more have created a digital world of interest-based communities and endless conversations. This emergence of niche interest spaces has opened up new opportunities for forming connections, relationships and personal branding.

    These interest spaces essentially function as virtual rooms where users who share common passions and interests congregate. You now have spaces catering to every interest imaginable — fitness, food, sports, investing, arts —you name it. The algorithms powering social media do the work of grouping relevant content and profiles together within these spaces. So, if you’re interested in tennis, you’ll be recommended pages, accounts and content about tennis. Interact with that content, and the algorithm feeds you more of it, further pulling you into that interest space.

    To understand how this works, think of sports like tennis, badminton and ping pong. Now imagine a new sport emerges combining elements of all three — that’s how we got pickleball. By blending these interests, pickleball attracts fans of all three sports, as well as appealing to a broader audience, creating an entirely new niche community. This is exactly what happens within social media interest spaces as novel mixtures emerge from blending interests.

    Unique personal brands attract attention

    As an individual, you can leverage these interest-based spaces to establish yourself as an authority in your field. Consistently create and share content centered around your core niche — whether that’s fitness, food, technology, arts or anything else. For example, as a fitness professional, you’d share training tips, healthy recipes, lifestyle advice and so on.

    But don’t just stick narrowly to your primary interest. Branch out and highlight your other passions, too. This shows your audience that you are multidimensional. For a fitness influencer, this could mean also sharing content on nutrition, mental health, productivity or parenting.

    This is where the analogy of a Rubik’s Cube comes in. You are turning and twisting your brand by experimenting with content across diverse interest spaces. See what works well and what your audience responds to. Gradually, you will gain traction as you find the sweet spot that genuinely engages your followers.

    Adopting this cross-disciplinary approach positions you in a novel way. You harness multiple interest spaces to project a well-rounded personal brand. This builds authority and trust with your audience. For instance, an aspiring chef could share cooking videos, restaurant reviews, fitness advice, budgeting tips and lifestyle content. By covering complementary topics beyond just cooking, you showcase the full spectrum of your interests.

    Related: The Business of Harnessing the Power of Social Media

    Everything everywhere all at once

    Consistency and ubiquity are the keys when establishing your personal brand. Humanize yourself by giving followers a behind-the-scenes look into different aspects of your life. Share your passions, hobbies and vulnerabilities. The more active you are within these spaces, engaging and contributing, the more familiar your presence becomes.

    Be everywhere your audience is — Youtube, Instagram, Facebook, TikTok. The goal is saturation. Post consistently, and provide value through your content. This is possible because we live in a chronically online world. People are glued to their devices, immersed in these virtual communities. There are endless opportunities to connect and engage.

    Once your content starts gaining traction, recognition accelerates rapidly. Your brand scales new heights as you become ubiquitous. Dwayne “The Rock” Johnson, while primarily known for his wrestling and acting careers, his social media spans fitness tips, tequila ventures and heartfelt family moments. His brand isn’t just about entertainment; it’s a blend of professionalism, personal passions, and authentic glimpses into his life. This ubiquitous presence established him as one of the most successful entrepreneurial entertainers in the world.

    Think different

    This overall approach requires multi-dimensional thinking and flexibility. You need to deeply understand the intricacies of each platform, interest space, and how they blend together. Much like solving a Rubik’s Cube, you must experiment and put in work. Gradually, each piece will fall into place as you build authority and establish your unique personal brand.

    Here are some tips to help build your brand across interest spaces:

    • Identify your core interests and the platforms your audience uses. Establish your presence there first.

    • Consistently create content centered around your niche/expertise. Provide value and build trust.

    • Branch out and highlight your other passions, too. Blend interests to give a well-rounded image.

    • Engage actively with your audience and others in your space. Join the conversation.

    • Post frequently to become a familiar face. Establish omnipresence in your niche’s interest spaces.

    • Monitor what resonates with your audience. Adapt and optimize your content mix.

    • Collaborate with complementary creators to expand your reach.

    • Don’t spread yourself too thin. Focus on a few key interest spaces. Quality over quantity.

    The possibilities are endless, thanks to the multifaceted nature of social media. You can present different facets of your brand by strategically blending interest spaces. Let your audience get to know the complete you. Whether your goal is professional growth, connections or sharing your passion, embracing this approach is key. Start turning the cubes, experimenting and executing consistently. Your hard work will result in a strong personal brand that captivates audiences.

    Related: 7 Creative Ways to Boost Your Social Media Strategy

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    AJ Kumar

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  • How to Do Influencer Marketing the Right Way | Entrepreneur

    How to Do Influencer Marketing the Right Way | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As a longtime digital marketer, I’ve seen firsthand just how quickly the marketing and advertising landscape has changed over the past two decades. At the beginning of my career, the only “influencers” available for hire were celebrities in radio, print or television commercials — an expense seldom affordable to small businesses and marketing agencies.

    Over the last decade, all that has changed. Today, there are an estimated 50 million global influencers for hire. This means two things: that influencer marketing is now more affordable and accessible to more marketers, and that your influencer marketing campaigns need to be top-notch in order to stand out in today’s marketplace oversaturated with influencers.

    Whether you’re an influencer yourself or a marketer looking to hire one, this article will help you improve your influencer marketing campaigns in 2023. Here are the top tips that I’ve practiced myself in order to take my influencer marketing returns to greater heights this year, whether it’s Instagram influencers, LinkedIn influencers or YouTubers.

    Related: 4 Influencer Marketing Secrets Entrepreneurs Need to Know

    Keep it modest, plain and relatable

    While it may seem counterintuitive in a world where boldness and extravagance often attract attention, there are several compelling reasons for influencers to embrace a more down-to-earth approach.

    • Relatability and authenticity: A modest appearance and demeanor helps influencers connect with their followers on a deeper level by projecting an image of authenticity and approachability that fosters a sense of trust and credibility.

    • Widening the target audience: By adopting a plain and relatable persona, influencers can appeal to a broader range of people. Not everyone relates to or aspires to a lavish or extravagant lifestyle.

    • Timelessness and endurance: Trends come and go, and what may be fashionable today might fade away tomorrow. In contrast, a modest and relatable appearance and demeanor have a timeless quality that can sustain their relevance and influence in the long run.

    To capture these benefits, I suggest seeking out influencers (or becoming one yourself) that exhibit these traits over over-polished and extravagant ones.

    Never overpromise

    One thing I’m certainly not a fan of is influencers who promise results. Sure, it can be tempting to make grandiose claims or promises in order to attract attention and gain followers, but doing so can have detrimental consequences to one’s credibility and long-term success.

    Remember, preserving trust and authenticity is paramount. If you make a promise you can’t keep or allude to results not everyone is guaranteed to attain, then you’re setting yourself to break that all-important trust.

    Instead, focus on what you have been able to accomplish and what the audience may be able to get out of the product or service. Use conditional language, and avoid making promises or guarantees. Not only is this often dishonest, but it’s also illegal as well.

    Related: How to Create a Successful Influencer Marketing Campaign

    Stay on-brand

    Brand consistency is important. Personally, I prefer to have a tight-knit relationship with influencers who work either exclusively or primarily with my own brands. This way, the influencer isn’t seen as representing a variety of diverse brands that may not even have consistent identities, messages or values.

    This isn’t about exerting control over the contractors you work with. It is, however, about making sure your relationship maintains the trust and authenticity your audience needs.

    Think about how your target market might feel if, as a vegan food supplier, your top influencer is seen working with a supermarket that carries meat and animal products. Although seemingly innocuous, it can cause offense and distrust among those whose trust you depend on.

    Choose quality over quantity

    This ties into my previous recommendation about opting for close-knit relationships with influencers. Personally, I work with only one influencer per vertical. This way, I can foster that all-important trust and familiarity between the audience and the influencer who constitutes the “face” of the brand.

    I recommend, in most cases, sticking with one influencer too. If you go on a hiring spree and start investing in multiple influencers, you lose out when it comes to face recognition and rapport-building that is, in my opinion, absolutely essential to a successful influencer marketing campaign.

    Set goals and hold yourself to them

    Goals work best when they have deadlines and key performance indicators (KPIs). For my campaigns, I like to evaluate their effectiveness in three-month intervals according to the following KPIs that are quantifiable and measurable with web analysis or SEO analytics software:

    If goals aren’t being met quarter after quarter, I reevaluate our campaign by making minor tweaks and ad spend changes. If that fails consistently, only then do I consider opting for a new influencer relationship.

    Related: How to Get More From Your Influencer Marketing Investment

    Let’s face it, many consumers are tired of influencers in today’s world. That’s why it’s your responsibility to focus on influencers who hardly seem like influencers at all — rather, influencers who appear more like honest, trustworthy and values-based spokespeople.

    If you can apply the advice above to your next campaign, chances are you’ll see an improvement in your ROI. At least, this is what has worked for me over the past few years. However, everyone’s experience will vary, and not all marketers nor influencers will see success by applying the same formula. Ultimately, everyone’s path to marketing success is unique.

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    Amine Rahal

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  • 5 Overlooked Hacks to Maximize Your LinkedIn Presence | Entrepreneur

    5 Overlooked Hacks to Maximize Your LinkedIn Presence | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In today’s professional landscape, LinkedIn has become the go-to platform for networking, job hunting and personal branding. However, many professionals fail to leverage the potential of this powerful tool fully. In the last eight months alone, LinkedIn has enabled me to recruit and hire seven new professionals and generate over $30 million of new business from LinkedIn. To help you maximize your LinkedIn presence and unlock its hidden benefits, here are five overlooked hacks that will take your LinkedIn game to the next level.

    Related: Unlocking the Power of LinkedIn: How Entrepreneurs Can Leverage the Platform for Growth and Success

    1. Make your profile stand out

    Your LinkedIn profile is your digital resume and the first impression you make on potential connections, employers and investors. Make yourself stand out. Be different. Think about what types of people you want to connect with and what words or phrases they’re searching for. Optimizing your profile with relevant keywords is crucial for increasing your visibility in search results and attracting the right audience. Think of keywords that align with your skills, industry and career aspirations, and strategically incorporate them into your headline, summary, experience and skill sections. By doing so, you’ll improve your chances of appearing in searches related to your expertise, leading to more relevant connections and potential job offers.

    Instead of using your boring and traditional job title, use your headline section to share what you do best and whom you do it for. Take the time to research the keywords that are commonly used and sought after in your industry, and ensure they are reflected. By optimizing your profile, you’ll position yourself as a credible professional in your field and increase your chances of making valuable connections.

    2. Share often, engage often

    While having a well-optimized profile is important, active engagement on LinkedIn is equally essential for building a strong professional network. Beyond simply updating your profile, make it a habit to consistently share valuable content with your network. This can include industry insights, thought leadership articles, relevant news updates or even personal accomplishments or reflections on professional experiences; don’t be afraid to show your personal side! I’ve made it a habit to post once a day for the past seven years, and my aim is to teach, inspire and sometimes even entertain.

    When you share content, you provide value to your audience and give them a reason to pause their scrolling and engage with your post. Don’t forget to add meaningful captions or questions that encourage discussions and invite others to share their insights.

    Additionally, take the time to comment on and engage with others’ posts. The LinkedIn algorithm will hide your posts if you are simply posting yet never commenting and engaging on others’ posts. Offering thoughtful and insightful comments not only showcases your expertise but also helps you establish meaningful connections with like-minded professionals.

    3. Leverage LinkedIn Groups

    LinkedIn Groups often go unnoticed, but they can be powerful platforms for networking and knowledge sharing. By joining industry-specific groups and actively participating in discussions, you tap into a community of like-minded professionals who share similar interests and goals. Engaging with group members by sharing valuable insights, asking questions and offering support helps you establish yourself as a thought leader within your field.

    Actively contribute to group discussions, showcase your expertise, and provide valuable input. In doing so, you not only expand your network but also gain new perspectives, stay updated on industry trends and build relationships with influential professionals. Remember to approach LinkedIn Groups with a genuine intention to contribute and connect rather than simply promoting yourself. The value you provide within these groups will help you stand out.

    Related: 7 Steps for Standing Out on LinkedIn

    4. Get specific: Utilize advanced search features

    LinkedIn’s advanced search features are often overlooked, but they can be powerful tools for finding and connecting with relevant professionals. Take the time to familiarize yourself with the various search filters available, such as location, industry, job title and company. Refining your searches using these filters will allow you to identify key contacts, potential mentors or job opportunities that align with your career goals.

    When conducting searches, think strategically about the professionals you want to connect with and the industries you are interested in. Use specific keywords, along with filters, to narrow down your search results and find the most relevant connections. You can get so specific in your searches and find exactly the right people you’re looking to connect with. I’ve found so many great professionals to help clients in different parts of the country through searching on LinkedIn.

    Additionally, regularly update your search criteria as you refine your professional objectives. Leveraging LinkedIn’s advanced search features effectively allows you to save time, connect with the right professionals and unlock new opportunities within your industry.

    5. Give and request personalized recommendations

    Endorsements for your skills and roles are common on LinkedIn, but personalized recommendations often go overlooked. These recommendations hold immense value as they provide credibility and act as social proof of your skills and achievements. Encourage professionals within your network to provide personalized recommendations by sending them personalized requests.

    When reaching out for a recommendation, specify the particular projects or experiences you’d like them to highlight. This will ensure that the recommendations offer specific insights and showcase your strengths. As my mom always said, “You don’t get what you don’t ask for.” By receiving personalized recommendations, you enhance your professional reputation, demonstrate your expertise to potential employers or clients and differentiate yourself from others in your field. Remember to reciprocate the gesture by offering recommendations to deserving individuals in your network. These recommendations strengthen professional relationships and create a positive cycle of endorsement within your network.

    Related: 4 Tips and Tricks to Ace Your LinkedIn Game

    By implementing these five often overlooked hacks, you can unlock the full potential of your LinkedIn profile. Optimizing your profile with relevant keywords improves your searchability while engaging in thoughtful content sharing establishes you as a thought leader. Leveraging LinkedIn Groups expands your network and knowledge base, and utilizing advanced search features helps you connect with the right professionals. Lastly, requesting personalized recommendations adds credibility and social proof to your profile.

    Incorporate these strategies into your LinkedIn routine, and you’ll enhance your networking efforts, increase your visibility within your industry and open doors to new opportunities in your career. No social media platform has made a bigger difference in my professional career than LinkedIn. It’s often the first place people go to learn about who you are. Don’t overlook these hacks — start maximizing your LinkedIn presence today!

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    Chad Willardson

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  • All the Tools You Need to Master Digital Marketing in 2023 | Entrepreneur

    All the Tools You Need to Master Digital Marketing in 2023 | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Digital marketing in 2023 is like navigating through uncharted waters. With global digital ad spending projected to reach $626 billion by year’s end, cutting through the noise and making an impact is more crucial than ever.

    The catch? It’s not about what you spend but how well you blend the art and science in your marketing strategy. So, if you’re all set to master the art of creativity and the science of data in digital marketing, let’s delve into this exhilarating journey of marketing success.

    The creative heart of digital marketing

    Creativity is the cornerstone of any exceptional digital marketing campaign. Remember the viral success of Spotify’s “Wrapped” campaign? Users eagerly awaited their personalized, end-of-year music stats, transforming Spotify from just another streaming service into a music curator that understood their unique taste.

    The takeaway here? The campaign was successful because it touched the heart. It connected with users emotionally, striking a chord with their identity. This brings us to the art of audience understanding, the soul of any successful digital marketing strategy.

    Related: Avoid These 5 Pitfalls In Your Digital Marketing

    Understanding the audience

    A profound understanding of your audience is at the heart of successful digital marketing. Building customer personas isn’t a ‘nice-to-have’ — it’s an absolute ‘must-have.’ A customer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

    They help you understand your customers better, making it easier for you to tailor your content, messaging, product development and services to meet their specific needs. Developing a deep understanding of your customer personas, interests, behaviors and pain points helps refine your content to resonate better. It’s about offering value that speaks directly to them, in a language they understand, through a medium they prefer.

    This personalization is the key to unlocking engagement and conversion. A study by Accenture revealed that a staggering 91% of consumers prefer brands that offer personalized recommendations and offers.

    That makes sense, right?

    People crave recognition, understanding and brands that tailor their experience to their unique needs and wants. So, remember, digital marketing isn’t just about flashy ads and catchy slogans. It’s about understanding your audience, engaging them personally, and, ultimately, converting that engagement into action. Personalization isn’t just a trend—it’s the backbone of effective digital marketing in 2023.

    Related: How ChatGPT Is Changing Digital Marketing (for Better or Worse)

    The analytical brain of digital marketing

    For all the creative flair we can muster, the undeniable reality is that digital marketing has a formidable analytical core. It thrives on data — numbers and metrics that drive crucial decisions. But why is data so critical?

    In 2023, data-driven marketing has taken the spotlight, acting as a GPS for marketers to navigate the complex digital landscape. By leveraging data analytics, companies can understand consumer behavior, predict trends, and make informed decisions.

    For instance, Netflix, known for its intelligent use of data, customizes its content based on users’ viewing habits, significantly increasing user engagement.

    Underlying this data-driven approach is the dynamic trio of Artificial Intelligence (AI), Machine Learning (ML), and Big Data. These aren’t just buzzwords; they’re game-changers. AI and ML help analyze copious amounts of data in real-time, helping businesses personalize experiences at scale.

    An excellent example is Amazon. Using AI to understand customer behavior, Amazon offers personalized product recommendations, improving customer experience and increasing sales. Big Data is the fuel that powers these intelligent machines. By analyzing vast datasets, companies can glean insights about customer preferences, habits, and behaviors, in turn guiding marketing strategies.

    But all this tech talk is meaningless without the right tools.

    In 2023, tools like SEO and competitive analysis, HubSpot for CRM and content management and Hootsuite for social media management are vital assets in any digital marketer’s arsenal. There’s also Google Analytics, a fan-favorite for website analytics, and MailChimp for email marketing. In summary, understanding this fusion of technology and data is key to mastering digital marketing in 2023.

    Related: Why data is the world’s most valuable resource today

    Mastering the 2023 digital marketing landscape

    Mobile marketing — If there’s one thing digital marketers can’t afford to ignore in 2023, it’s mobile marketing. With over 5 billion people using mobile devices worldwide, a mobile-first approach isn’t just smart; it’s essential. Statista reports that 73% of all retail e-commerce is expected to be generated via mobile commerce by the end of 2021.

    Successful mobile strategies are aplenty, but Starbucks stands out. Their mobile app, incorporating a loyalty program, mobile payments, and personalized offers, is a masterclass leading to a 12% rise in revenue.

    Influencer and social media marketing — In a world where influencers influence 49% of consumers they follow on social media, influencers have undeniably changed the marketing game.

    Today, social media platforms are the new marketplace; each platform offers unique ways to reach audiences. With its visual appeal, Instagram is perfect for lifestyle and fashion brands. LinkedIn, with its professional network, is ideal for B2B marketing.

    Understanding the changing digital marketing landscape in 2023, marketers can strategically use mobile, influencers and social media platforms to reach their audience in more personal, authentic, and effective ways.

    Conclusion

    In the 2023 digital marketing landscape, the interplay of art and science is more significant than ever. It’s not just about crafting creative campaigns but understanding your audience deeply and making data-driven decisions catering to their needs. Starbucks’ mobile strategy and Glossier’s influencer campaign are examples of this blend at work.

    So, as we navigate this exciting terrain, I’ll leave you with this: Are you leveraging the right data to fuel your creative efforts? How can you better combine the science of data with the art of understanding your audience to drive success in digital marketing?

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    Mohamed Elhawary

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  • How Threads Fumbled Its Product Launch (and 4 Social Media Fails It Resembles) | Entrepreneur

    How Threads Fumbled Its Product Launch (and 4 Social Media Fails It Resembles) | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In November 2022, Adam Mosseri, Head of Instagram, received a late-night call from Mark Zuckerberg, CEO of Meta (Instagram’s parent company), while on a family vacation in Italy to discuss a plan to build the “Twitter-killer.”

    A month after Elon Musk’s tumultuous $44 billion acquisition of Twitter, Mosseri found himself speaking softly to avoid waking his sleeping wife as he, Zuckerberg, and a few other Meta executives discussed Twitter-like features they could add to Instagram until Zuckerberg said that he had a different idea: “What if we went bigger?”

    On late July 5, 2023, Meta launched a new app called Threads, a standalone Twitter competitor based on Instagram’s account system. Within 2 hours of its launch, Threads had two million downloads, and within five days of its launch, the Twitter (now referred to as X) competitor soared to more than 100 million users. It took Twitter 17 years to reach 368 million active users.

    Related: ‘We’re Not There Yet’: Meta Focuses on User Retention for Threads Amidst Significant Drop in Engagement

    What is the Threads app? Here’s the description according to Meta:

    • Threads is a new app built by the Instagram team for sharing text updates and joining public conversations.
    • You log in using your Instagram account, and posts can be up to 500 characters long and include links, photos and videos up to 5 minutes in length.
    • We’re working to soon make Threads compatible with the open, interoperable social networks that we believe can shape the future of the internet.

    Why can Threads be seen as a more attractive alternative to Twitter?

    • Twitter is more toxic than Threads — Users have reported a friendlier atmosphere.
    • Twitter has an inferior verification system.
    • Twitter users want better options — a recent study has found that 25% of current Twitter users are expected to leave within a year.

    However, after becoming one of the fastest-growing apps ever, Threads lost over half its 100 million users just ten days after its launch.

    What seems to be missing on and with Threads?

    • Chronological feed.
    • Search functionality.
    • Trending hashtags.
    • Direct messages.

    But perhaps even more importantly, Threads has had a pretty underwhelming product launch from a marketing standpoint. What’s made Twitter exciting for the past 17 years was seeing and hearing the blue bird logo with “follow me @twitterhandle” on every TV, news show, radio or podcast, resulting in billions of impressions and traffic to the site.

    Outside of the generic press release by Meta, there’s not been much marketing or advertising done to promote the launch of the new social media platform. While I’m hopeful that Threads will find creative ways to attract and retain users, let’s explore four social media companies that failed due to unsuccessful launches.

    Related: If You Don’t Start Using Threads You Will Fall Behind — Here’s Why the New Tech is a Game Changer For Entrepreneurs

    1. Google+: Circles that never fully connected

    In June 2011, Google launched Google+ with high hopes of competing with Facebook. The platform introduced the “Circles” concept, allowing users to group their connections into different categories. However, Google+ failed to resonate with users primarily because it was introduced as an invitation-only service.

    This exclusivity created a perception that it was not easily accessible, and users didn’t find a strong incentive to switch from established platforms like Facebook. Google+ struggled to find its identity and eventually shut down in 2019.

    Lesson: Accessibility is key. Social media platforms must be open and easy to join to attract a broad user base.

    Related: How to Make Your Social Media Channels More Accessible to Everyone

    2. Friendster: First but not the last

    Friendster was one of the earliest social media platforms, launched in 2002. It allowed users to connect with friends, play games and share content. However, its launch was plagued with technical glitches and server issues, leading to frequent downtime. As competition from other platforms emerged, Friendster’s slow response to user feedback and inability to handle its growing user base resulted in a rapid decline in popularity. It eventually closed down in 2011.

    Lesson: Reliability and scalability are crucial for any social media platform to thrive.

    3. Vine: A six-second wonder

    Vine, a short-form video hosting service, gained popularity with its six-second looping videos. Basically TikTok before TikTok. However, despite its initial success, Vine failed to capitalize on its unique format and lacked effective monetization strategies. Additionally, when Instagram and other platforms introduced similar video features, Vine faced tough competition. Twitter, which acquired Vine in 2012, eventually shut down the service in 2017.

    Lesson: Innovation alone isn’t enough; sustainable monetization plans are essential for long-term success.

    4. Ello: The ad-free promise that fell flat

    Ello gained attention in 2014 for its promise of being an ad-free social network, catering to users’ growing concerns about data privacy and intrusive advertising. However, its launch was marred by severe technical issues, limiting users’ ability to invite friends and connect with others. Moreover, Ello struggled to maintain user interest due to its limited features and lack of engaging content. As a result, it failed to build a critical mass of active users and gradually faded away.

    Lesson: Deliver on promises and provide compelling features and content to retain users.

    Social media platforms’ history is filled with success stories and cautionary tales. The platforms mentioned above serve as reminders that a strong launch is critical to establishing a user base and gaining momentum. Accessibility, reliability, scalability, innovation and sustainable monetization strategies are key to achieving social media success.

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    Kevin Kaminyar

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  • 3 Steps to Redefining Your Personal Brand with Threads | Entrepreneur

    3 Steps to Redefining Your Personal Brand with Threads | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Meta’s Threads is a revolutionary new platform that changes how our society communicates digitally. In the world of branding, Threads emerges as a new opportunity for thought leaders to redefine their brands.

    In today’s world, developing and managing this brand is more important to staying ahead of the competition. To utilize Threads, leaders must understand how to leverage this emerging platform to benefit their brands and engage with their communities seamlessly and effectively. So how is this done? By focusing on the narrative, what conversations to have, and what really matters in the end, you.

    Related: If You Don’t Start Using Threads You Will Fall Behind — Here’s Why the New Tech is a Game Changer For Entrepreneurs

    Step 1: Craft a compelling brand narrative

    Your community looks to you for information, ideas and direction in their times of need. For you to maintain your status and trust, all public communication must be kept authentic and aligned across all of your public platforms. Doing so enforces this brand narrative and helps to build a bigger community of true, trusted followers.

    Threads is key to this step because their seamless operation makes it easier than ever for you to share all of your thoughts and opinions in a casual forum. Your existing audience will follow you to Threads, and they get to see a new side of you that engages in forum conversations that matter to you. Keep your narrative and messaging authentic by sharing values, visions and personal and professional goals so your audience will grow to trust and support you more than they already do. This narrative is key to distinguishing you from your competition.

    Ask yourself: What is my unique perspective? By exploring a different side of your brand that you may not have shared before, you will connect with your audience on a deeper level. Using your own unique experiences, take the time to articulate your professional journey. Share the key milestones, challenges and lessons that you learned along the way. Out of this comes trust and credibility, which are two of the most important aspects of being a successful thought leader.

    Related: Threads Struggles to Sustain Engagement Following the Explosive Surge in Users Upon Launch

    Step 2: Engage in meaningful conversations

    Engaging with your audience is key to maintaining your personal brand, but engaging in meaningful conversations helps even more. Start off by keeping up with replying to messages, comments, questions and any mentions across your social platforms. Staying engaged, even generally, with your community of trusted followers makes them feel even more connected to you as their thought leader.

    Next, engage in conversations aligning with your brand narrative and ideals. Threads is the perfect platform to easily engage with your audience because of the seamlessness of operation. As it says in the name, conversations continue on a “thread” for anyone to interact with. Your audience can see a step-by-step breakdown of any meaningful conversation you engage with on threads, and you can promote it for all to get involved. The fact that Threads was created as a way to streamline communication with your pre-existing network is what makes it so perfect for expanding a personal brand.

    When engaging with your community in any capacity, remember to stay true to yourself and your brand and stay informed. Making sure you are personally up to date with your industry’s most hot-topic conversations will make engaging easier than ever. To do this, regularly monitor relevant discussions and threads to identify areas where you can contribute your perspectives and insights. Keep an eye on trending hashtags and conversations across all platforms so that you are prepared for any conversation. By sharing valuable information that resonates with your community, you can establish yourself as a go-to resource for industry-related knowledge.

    Another important aspect of engaging with your community is offering genuine value to your audience. Ensure you keep your audience in mind when crafting thoughtful questions that spark meaningful conversations. Then, encourage others to share their thoughts and experiences. By actively listening to the responses and providing guidance where appropriate, you can further establish yourself as a trusted authority and resource.

    Related: How Threads is Transforming Social Media as We Know It

    Step 3: Leverage multimedia to showcase your expertise

    The last step in elevating your personal brand with Threads is sharing multimedia that can enhance your branding and conversations. Threads offers easy sharing of photos, up to five-minute videos and links to showcase information in different ways alongside your compelling copy.

    With a new platform in play, take this chance to showcase special projects, innovations or achievements. Utilize threads to show your network all that you have to offer. Visual storytelling and teaching through your photos on Threads can also be very helpful, so think about leveraging infographics or data visualization when engaging in meaningful conversations. These visual aids can make complex information and topics that are sometimes discussed in industry-related conversations easily digestible.

    Sharing videos is also an extremely helpful form of digital communication on Threads. The five-minute video feature allows you to share informational videos in a short form but still thoroughly explain a topic. You can provide valuable insights, demonstrate your skills, or share industry tips. These videos can be a powerful tool for establishing yourself as an expert in your field and showcasing your unique knowledge and experience.

    Lastly, Threads is unique in its ability to allow for link-sharing. Posting links in an Instagram caption does not hyperlink them directly to the source like Threads. With this feature, you can include articles, sources, news stories, podcasts, videos and an array of additional media in your post. This feature helps to provide context and information when engaging in conversations and allows you to show off any media placements, news, or awards you have achieved. This addition helps solidify your trust and credibility as a thought leader and makes sharing information seamless.

    All you have to do is start a Thread.

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    Raoul Davis

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  • How Social Media Can Build Trust and Engagement In Your Community | Entrepreneur

    How Social Media Can Build Trust and Engagement In Your Community | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    When Mark Zuckerberg started Facebook as little more than a student prank in a dorm room, he could have hardly guessed that he was about to create one of the world’s favorite connecting tools. But not only that — in one fell swoop, Zuckerberg also developed the first of several powerful platforms used by brands to connect to their communities.

    By now, social media platforms offer brands more than simply one more location for advertising messages. These platforms have become instrumental in building brand trust. They are creating genuine connections that allow brands to engage with their customers on previously impossible levels.

    The importance of brand trust

    In 2020, the Edelman Trust Barometer Special Report indicated that 70% of consumers believe that trust in a brand has never been more critical than today. The result was the same across different demographics. So, what is brand trust? Marketing researchers at Northwestern University define brand trust as the respect and loyalty customers have for a brand or the strength of their belief that a brand will be able to deliver on its promises.

    Brand trust is based on several factors, including:

    • Product and service quality
    • Public perception
    • Brand mission and reputation
    • Customer service experience and others

    In this digital age, consumers have never been subjected to more marketing messages. In this crowded marketplace, with thousands of companies vying for consumers’ attention, brand trust is critical to help a brand stand out.

    Related: How to Enhance Your Brand Through Thought Leadership

    Understanding the power of social media

    More than 300 million Americans are using social media platforms. The vast majority of them connect with others on the likes of Facebook, Instagram and TikTok every day. By 2028, experts predict that the figure will have increased beyond 300 million.

    While the time of use and preferred platforms vary between age groups and other criteria, one thing is clear: social media offers brands unprecedented opportunities to connect directly to their audiences. Compared to traditional media, there is no barrier between the messages brands communicate and those that audiences see.

    Plus, by reaching out to potential customers on social media, brands connect where people are already hanging out rather than forcing audiences into a different setting.

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

    Build brand trust through authenticity and transparency

    Social media has the reach as well as the coveted audience insights that brands look for when they choose where to connect. However, to run transformational campaigns, marketers need more than reach.

    They need authenticity and transparency to build trust in their brands. On social media, authenticity is built on genuine interactions with customers. Of course, brands can leverage auto-reply tools, but they are only a stopgap. Consistent messaging and open communications are key to genuine connections.

    Transparency is just as essential. Never have consumers had this much access to information, and they expect brands to share the truth about products and services. Most customers will understand that even the best product will occasionally have problems if the brand is open about their resolution.

    How to leverage social media for engaging content

    Social media platforms were built with engagement in mind. While the original intention may have been focused on individuals, the concept works just as well for brands looking to engage with customers by using one of the following approaches:

    1. Listening and Responding to Your Community — Social media turns target audiences into communities that interact with the brand and each other. For brands, that creates a unique opportunity to listen into conversations, actively participate and respond to their community’s needs.

    2. Building an Authentic Brand Personality — Social media channels are among the best-performing tools for brands to establish their own voices and personalities and allow their communities to get to know them. The platforms create relatively informal settings that foster conversations that would not happen via email inquiries or direct mail marketing.

    3. Influencer Partnerships and Collaborations — Working with influencers who are trusted in their community automatically builds trust in the brand, by extension. These partnerships can expand the brand’s audience, too. However, they need to be well chosen to be effective for both sides.

    4. Crisis Management and Reputation Building — Social media channels allow brands to talk directly to consumers in a crisis, for example, when a product recall becomes necessary. Rather than relying on third-party media outlets, these channels help brands explain their position without a filter.

    Related: Why Interactive Content Will Boost Your Customer Loyalty

    Measuring success and adjusting strategies

    Not every social media platform will work for every brand. Researching audience demographics and matching those against target audiences is key for successful campaigns. Brands must also be prepared to adjust and iterate their campaigns and even their overarching strategies regularly as they learn more about audience engagement.

    Some of the most effective key performance indicators include overall reach, engagements, conversions and impressions.

    Example: Dove’s campaign for real beauty

    Dove’s Campaign for Real Beauty stands out for its longevity – it will celebrate its 20th anniversary next year – and its ability to connect and engage. Having started even before most consumers started using social media, the campaign has consistently evolved to reconnect with and engage audiences.

    One of its successful social media-based iterations included 2019’s #ShowUs campaign on YouTube, designed to smash beauty stereotypes. At the same time, the brand has also been critical of social media excesses, which increased authentic engagement with its target audiences.

    Conclusion

    Social media channels offer brands many opportunities to connect with and engage audiences. Authenticity and transparency are key to successful campaigns, whether brands focus on their community, work with influencers, or use social media for crisis communications.

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    Jessica Wong

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  • 3 Overlooked Strategies to Help You Succeed on TikTok | Entrepreneur

    3 Overlooked Strategies to Help You Succeed on TikTok | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    1.7 billion users can’t be wrong. TikTok‘s short-form video and swipe style has been proven to spark and keep people’s interest. And while the platform is synonymous with fun challenges, dances and lip-syncs, it increasingly represents a powerful platform for professionals to share and consume information.

    TikTok emerged as an entertainment platform in September 2016, but it was during the pandemic that the app had rapid growth. In fact, in 2020, 2021 and 2022, TikTok was the most downloaded app. Not only was the number of people using TikTok increasing, but the amount of time users spent on the app was also increasing. According to Oberlo, the amount of time users spent on TikTok each day from 2019 to 2022 has increased by 24.6 minutes, and predictions show the amount of time is continuing to increase — meaning it’s not too late to join TikTok and reap the benefits.

    I decided to start TikTok strictly based on my passion for health and my desire to help those who don’t have access to medical professionals as easily as others. Medical information doesn’t have to be a snooze fest, and TikTok has helped me to create, grow and maintain an audience of engaged and inquisitive people. I never imagined I would grow my following to 86K and that TikTok would have such a profound impact on my business.

    Having achieved exponential growth on my own TikTok channel, I’m here to share three key tips on how to leverage TikTok for your business.

    Related: How Businesses Can Leverage the Power of TikTok

    1. Put personality and purpose first, information second

    The first thing businesses should recognize is that it’s not going to cut it on TikTok by just being strictly informative. It’s all about having fun and engaging with your current and potential audience. Make sure that you’re showcasing your personality and being relatable while also being informative. The attention span of the average TikTok user is 60 seconds, so it’s also important to make sure to get your message across quickly.

    What’s equally critical is to find ways to make it personal and share a larger sense of purpose. According to the National Safety Council, in 2021, just in the U.S., there were over 62 million injuries, 224,935 preventable deaths and over $1,225.4 billion in costs. My purpose is to make injury advice more accessible.

    2. Find ways to be fun and strategic

    Secondly, although TikTok is a fun platform, businesses should still have a content strategy. For example, think about how many times a week/day to post and at what times. There are platforms that analyze the best times and days to post for your audience. Utilizing these tools and having a set structure will also cause less stress when creating your TikTok profile. There are three categories I think through when planning my content:

    1. Evergreen content: This is content that is always relevant, or maybe even more general, meaning it is not tied to a particular time, event or happening. One example of this type of content is Dr. Miami discussing the history of plastic surgery.

    2. Reactive content: This involves creating content that reacts to something, such as a particular event. Examples of this include Stephen A. Smith, an ESPN sports personality discussing Victor Wembanyama being the #1 NBA draft pick or Dr. J Mack Slaughter reacting to Jeremy Renner being run over by a snow plow.

    3. Timely content: Not to be confused with reactive content, this revolves around timely things like holidays, awareness days or events that consistently happen over a period of time. An example of this includes Dr. Daniel G Amen discussing the benefits of Dry January.

    Consistency is also key. You must stick with it even when you’re not reaching your desired views. Leverage your other established social media channels to help cross-pollinate your followers. For example, my TikTok includes a link to my Instagram, and my Instagram includes a link to my TikTok so that my followers on both platforms know where else they can find me.

    Related: How to Use TikTok to Promote Your Business

    3. Identify and double down on viral content

    My third tip is to double down on viral content. When I posted my first video about how to increase your height, it went viral with over 1.1 million views. Since my audience seemed very interested in this topic, I have continued to make videos related to this topic, and those videos have also continued to go viral and increase my follower count, views and engagement.

    For professionals, being active on TikTok — even though it may seem like fun and games — can translate to real business benefits. For me, that has included legal professionals reaching out for expert witness services, offers to sit on medical advisory boards, offers from several brands to be an ambassador, more traffic to my website and even media opportunities where journalists have reached out. It may feel intimidating, but for founders, there are real upsides to leveraging TikTok as a tool to grow your business.

    Related: 6 Strategies to Stand Out as a Brand on TikTok

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    Rami Hashish, Ph.D., DPT

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  • ‘Barbie’ Was a Marketing Masterpiece. Here’s Why. | Entrepreneur

    ‘Barbie’ Was a Marketing Masterpiece. Here’s Why. | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Barbie, the iconic doll that has captured the hearts of millions worldwide for over six decades, was created by businesswoman Ruth Handler, the co-founder of Mattel.

    Barbie was inspired by Ruth’s observation that her daughter enjoyed playing with paper dolls representing adult women. Ruth envisioned a three-dimensional adult-like doll that would empower girls to imagine and role-play different professions and aspirations.

    The first Barbie doll debuted at the American International Toy Fair on March 9, 1959, in New York City, instantly gaining popularity and sparking a cultural phenomenon.

    Over the years, Barbie has evolved to embrace diversity, representing various ethnicities, professions and body types while remaining a symbol of inspiration, creativity and limitless possibilities for generations of children worldwide.

    Related: What the ‘Barbie’ Movie Can Teach Businesses About Effective Multicultural Marketing

    ‘Barbie’ debuted on July 21, 2023, to a historic $162 million opening weekend domestically, coming in way ahead of the anticipated $90 million to $110 million and, perhaps even more remarkably, surpassing its $146 million production budget.

    But that’s not why you’re here. You’re here because you’ve got your marketing hat on and are wondering, “Is marketing important when launching a product or a service?”

    ‘Barbie’ reportedly had a $150 million marketing budget. Here’s the breakdown of some of the marketing campaigns:

    While the essence of a great film lies in its storytelling, there’s no denying the impact of marketing in propelling a movie to phenomenal success. The marketing plan for ‘Barbie’ definitely paid off because ‘Barbie’ had the biggest opening weekend of 2023 at the US box office.

    In the fiercely competitive world of filmmaking, creating a successful movie requires much more than just a compelling script and talented actors.

    Over the years, several films have demonstrated the art of investing heavily in marketing to achieve box office triumphs and leave an indelible mark on pop culture. Let’s explore some of these movies that became cinematic juggernauts by strategically investing in their marketing campaigns.

    Related: ‘Barbie’ Is Driving a Huge Surge in Vintage Car Buying Says Hagerty CEO

    1. Avatar (2009)

    James Cameron’s groundbreaking sci-fi epic, “Avatar,” took the world by storm and revolutionized how movies were made and experienced. With an estimated budget of $237 million, the film’s marketing campaign spared no expense. Avatar couldn’t rely on brand (franchise) recognition to sell tickets, so it came up with an innovative promotional strategy:

    • Imax 3-D screening of the film on 130 screens (16 nonsequential minutes) to raise awareness about the new 3-D technology for four months before the film’s debut.
    • A video game trailer.
    • Mattel action figure set.
    • Partnerships with McDonald’s, Coke, LG and Panasonic.

    The efforts paid off as “Avatar” became the highest-grossing movie ever, earning over $2.8 billion worldwide.

    Related: From an Airbnb Stay at Barbie’s Malibu DreamHouse to Frozen Yogurt Flavors and Park Benches—The ‘Barbie’ Movie Team Is Going All In on Marketing

    2. The Avengers (2012)

    Marvel Studios’ “The Avengers” was a cinematic event that brought together Earth’s mightiest heroes in a colossal ensemble spectacle. Marvel’s marketing team meticulously laid the groundwork for this epic team-up, starting with individual character films like “Iron Man,” “Captain America” and “Thor.”

    Marvel orchestrated a 5-year marketing plan by planting seeds for the all-star “The Avengers” movie in its preceding global hits:

    • Iron Man (2008) – gross revenue of $585 Million
    • Thor (2011) – gross revenue of $449 Million
    • Captain America (2011) – gross revenue of $370 Million

    If even one of the prior films had flopped, it is likely that “The Avengers” film would not have happened. The result? “The Avengers” became the first film to gross over $1 billion without the help of a re-release.

    Related: The ‘Barbie’ Movie May Have Caused A Global Pink Paint Shortage

    3. “Jurassic World” (2015)

    Revisiting the beloved “Jurassic Park” franchise after a long hiatus was risky. Universal Pictures, however, made sure “Jurassic World” was a roaring success. With a substantial marketing budget, the studio launched a nostalgia-driven campaign that honored the original while presenting fresh, exhilarating content:

    • JurassicWorld.com — designed like a park, including an interactive map, camera installations and digital tour of attractions.
    • Jurassic World Youtube channel — corporate/educational videos about the park’s staff, videos by Simon Masrani, park founder, on the park philosophy, and collaborations between lead actor Chriss Pratt and prominent YouTube channels.
    • Shazaam app partnership — turned posters into dynamic content.

    The film’s marketing campaign paid off spectacularly, becoming the first movie to gross over $500 million worldwide in its opening weekend.

    4. “Deadpool” (2016)

    “Deadpool” defied conventional superhero movie norms by embracing its R-rated nature and quirky humor. Ryan Reynolds, who played the titular character, played a significant role in the film’s marketing success. He actively engaged with fans on social media, shared witty promotional material, and even took part in offbeat marketing stunts, like posing as a faux bear for a Russian travel show. Some of the unconventional marketing campaigns:

    • The Emoji Billboard – AdWeek described the billboard as “So Stupid It’s Genius.”
    • Valentine’s Day prank – jokingly released as a romantic comedy.
    • Marketing on Tinder – users would match with Deadpool on the dating app.
    • 3 Hours of Ads – Spike, MTV, and VH1 advertised nothing but Deadpool for 3 hours straight.

    The unconventional approach worked wonders, and “Deadpool” became the highest-grossing R-rated film ever.

    The success of these movies is a testament to the power of marketing in the entertainment industry. By wisely investing in strategic and innovative promotional campaigns, studios were able to capture audiences’ imaginations and generate unparalleled box office returns. Beyond their compelling stories and visual splendor, these films are shining examples of how marketing can elevate a movie from merely successful to a cultural phenomenon.

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    Kevin Kaminyar

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  • 7 Affiliate Marketing Strategies for Entrepreneurs | Entrepreneur

    7 Affiliate Marketing Strategies for Entrepreneurs | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    We’ve all been there. You invest hours into crafting your brand, diligently expanding your audience, yet your revenue isn’t reflecting the time and effort you’ve put into your platform. All major brands utilize partner marketing, which is significant in growing brands and gaining revenues.

    Partner and affiliate marketing play a crucial role in brand growth by leveraging the influence and reach of trusted partners. Companies can tap into new audiences by collaborating with them, increasing brand awareness and driving customer acquisition. This strategic approach allows brands to benefit from the credibility and expertise of their partners, resulting in expanded market reach and ultimately higher revenues.

    Below are seven things to remember while working with marketing partners for your company.

    1. Redefining high-earning potential

    The commonly held belief that fashion and beauty are the most lucrative sectors in affiliate marketing is becoming obsolete. While these areas maintain a significant market share, the high competition they attract can make differentiation challenging.

    Special events are also worth considering. During Black Friday 2022, for instance, event tickets, various online services and PC and mobile games claimed the top three positions based on our data. These niche sectors have vast potential for affiliates willing to explore them.

    Related: Start an Affiliate Marketing Side Hustle to Bring in Passive Income

    2. Fostering niche communities for greater profit

    Traditionally, the recipe for maximum income in affiliate marketing revolved around maintaining a wide audience with high engagement. The landscape has evolved today, with the biggest profit potential now lying within fast-growing niche sectors.

    Growth of partner sales in niche segments worldwide in 2022 demonstrates this shift, with niches like Console and PC Games seeing a 35% growth, Mobile Services and IT services growing by 95%, and even Movies & Music growing by 33%, according to ConvertSocial data.

    Such trends indicate you can unlock significantly greater profits by building a loyal, engaged community in a specific niche.

    Related: How to Effectively Beat Your Direct Competition in a Niche Market

    3. Engagement is the new currency

    Engagement has emerged as the new currency in the digital space, outweighing the importance of audience size. Our report shows that even creators with smaller audiences can earn significant sums, provided they maintain high engagement levels. For instance, one of our client’s Telegram channels, with around 200,000 users focused on gadgets, earns $2,000 monthly.

    In contrast, another fashion-focused channel with only 8,200 subscribers made a whopping $6,400 in the same period. This underscores that an actively engaged audience, regardless of its size, is the cornerstone of a successful affiliate marketing strategy.

    These statistics demonstrate that the affiliate marketing landscape is undergoing a transformative shift, opening up new avenues for profit and engagement. As we step into this new era, it’s essential to adapt our strategies to these changing dynamics. After all, success in affiliate marketing is no longer just about casting the widest net — it’s about casting the right one.

    Related: 3 Tips to Get Started with Affiliate Marketing

    4. Monetizing blogs — Quality over quantity

    While monetizing a blog can seem daunting, it’s far from impossible. The key lies in focusing on creating and delivering real, valuable content that goes beyond mere advertising. This approach builds a loyal readership and makes your blog more appealing to advertisers looking for high-quality, engaging platforms to showcase their products or services. Rather than churning out countless low-value posts, invest time and effort into producing fewer but high-quality, insightful articles that resonate with your audience.

    Related: 3 Tips to Get Started with Affiliate Marketing

    5. Fair revenue share — the new norm

    In the early stages of content creation as a recognized profession, creators often found themselves at the short end of the stick when it came to revenue generation. The platforms hosting the content usually claimed the lion’s share of profits, leaving creators with a meager sum for their efforts. This imbalance in revenue distribution made it incredibly challenging for creators to generate a significant income, often stifling their creative potential and enthusiasm.

    Today, major content hosting platforms have introduced improved revenue-sharing models. These new agreements often involve a higher percentage of ad revenue allocated to creators, more monetization opportunities, and even bonuses based on engagement or view counts.

    Such changes have helped boost creators’ income and created a more appealing industry for content creators. By recognizing and rewarding quality content creation, platforms invest in a future where creators can thrive, producing richer and more diverse content. This progressive move has thus set the stage for a new era of content creation, characterized by fairer revenue distribution and a greater focus on quality.

    Related: 12 Myths and Misconceptions of Affiliate Marketing

    6. Data diving for sales success

    The key to future sales success lies within the depths of audience and demographic data. By identifying your audience’s preferences, behaviors and habits, you can tailor your content and marketing strategy to better align with their interests, consequently boosting your sales. Engagement data is your key to sales success.

    7. Branding relationships are more than money

    There’s more to a brand relationship than just monetary compensation. Influencers can leverage these partnerships to garner additional coverage and audience reach. Plus, a host of intangible perks and networking opportunities are only available to creators with robust relationships with these brands.

    Brands are also recognizing the value of investing in top creators. For instance, GoPro hosts a large-scale creators summit with all expenses paid and makeup brand Tarte sent a brigade of their creators to the Turks and Caicos for an “influencer retreat.” This recent collaboration with brands and their creators garnered significant attention, demonstrating how strategic brand relationships can yield benefits beyond financial gains.

    A shift is taking place in the partner marketing space. New, more effective methods replace old strategies prioritizing quality content, audience engagement and a deeper understanding of data. It’s time to adapt and tap into the rich potential of this new era. To build a successful brand means to build a mutually beneficial alliance that can amplify your reach, enhance your reputation, and generate greater opportunities in the future.

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    Ksana Liapkova

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  • 5 Key Strategies to Boost Your Content Marketing | Entrepreneur

    5 Key Strategies to Boost Your Content Marketing | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Content marketing for B2B SaaS brands is a leading source of business success. According to ProfitWell, SaaS brands that prioritize content marketing experience a higher growth rate than those that don’t.

    Utilizing content marketing for your B2B SaaS brand can be a profitable venture. But not all content marketing strategies work optimally.

    Good content marketing involves lots of planning to produce desired results for your B2B SaaS business. There are ways to boost the performance of your B2B SaaS content marketing, and you are about to find out how.

    Related: Top B2B Marketing Strategies for SaaS Businesses

    What is B2B SaaS content marketing?

    Content marketing is a brand marketing approach that involves the creation and distribution of relevant and valuable content for your target audience.

    For SaaS B2B brands, content marketing is targeted at satisfying the content needs of target users for every stage of the buyer’s journey in order to generate leads, conversions and customer retention.

    Why is content marketing important for SaaS?

    Reports show that 92% of marketers view content as an integral asset to their business. Good content marketing can generate over 448% ROI for SaaS brands. This is why lots of marketers are utilizing content marketing as a strategy to grow their business.

    Also, content marketing is a cheaper alternative to traditional marketing. Content marketing costs 62% less and generates three times more leads than traditional marketing. This makes it a more cost-effective marketing option.

    More so, content marketing is a great way to connect with your target market. Ninety-five percent of B2B buyers say that content provides a trustworthy parameter when evaluating the business. This means that your content is usually the first or most impressionable point of connection to your brand for your target users.

    The right content gives them an insight into your business and a reason to trust your brand as an industry expert with the right solutions.

    For example, a blog post on how to create beginner-friendly graphic designs by a graphics design brand like Canva can draw in users to the brand and its product services.

    Saas content marketing examples

    Adobe:

    Adobe uses an online magazine and publication site CMO.com as a social platform to engage users. Here, users can learn, share and get help from one another.

    While this content marketing strategy might seem elaborate, it has generated business success for the brand, and the publications are evergreen for specific content needs of users.

    Monday.com:

    Monday.com uses videos in its brand’s content marketing. They create instructional YouTube videos which enhance their organic traffic.

    This clever content marketing style is great for attracting users and getting the best engagements.

    Mailchimp:

    Mailchimp uses brand storytelling through short films and documentaries to deliver relevant content to its audiences. This is a great tool for brand awareness that sticks in the minds of users.

    The outcome of this high-performing content marketing is trustworthiness and brand loyalty for the B2B SaaS business.

    Related: 6 Key Tips to Level Up Your Content Marketing Strategy

    5 ways to boost your B2B SaaS content marketing

    1. Conduct proper research

    Proper research will enhance the odds of high-performing content for your SaaS B2B content marketing. It gives you an insight into your target market and the kind of content that works.

    This involves researching the target buyers, your competitors and the market behavior of your target industry. You can track the market through surveys, trends and engagements as well.

    To get the best outcome out of your research, creating a buyer persona from your research can be useful.

    2. Focus on the buyer’s journey

    The content needs of your target market for every stage of the sales funnel in their purchase journey are different. This is why your content marketing has to expand beyond a single focus.

    For example, an existing buyer will require content that keeps them engaged and loyal to your brand, whilst a prospective buyer needs more persuasive content to attract sales conversion.

    You can use blog posts, newsletters, podcasts, videos or user-generated content like reviews and testimonials for different stages of your buyer’s journey.

    However, every buyer’s journey is different, and this means the type of content that works for them in each stage differs. This is why creating a buyer persona can be handy.

    3. Utilize keywords strategy

    For users to find your content, you have to use the right keywords that are relevant to their search queries.

    For example, content with the keywords “best project management tools” will be relevant to a search query for someone looking for project management tools, and it will appear on the search engine results page (SERP).

    The important thing about utilizing keywords in your content marketing is research and placement.

    Keyword research will help you know what your target audiences are looking for, giving you an idea of what content to create. Also, you can use keyword tools to understand how your audiences want to see the keywords in your content.

    For example, if users are asking “Why is email marketing good for your business?” you may want to add that to your content to improve your chances of ranking on the SERP with related content.

    4. Build content authority

    One of the factors that contribute to your brand’s trustworthiness is the reputation attached to your brand. Content marketing is great for building a reputation as an authority in your industry.

    Whilst this can be done through the relevance and high-quality information that is contained in your content, you can really enjoy the brand authority more if you are referenced by other brands.

    This means you have to create content that can be a data resource for other brands’ content or participate in guest posting to get external links from other sites.

    Also, external links boost your reach because your content is exposed to new and larger audiences that are different from your own audiences.

    5. Use social media

    Social media is one of the most successful ways to reach an audience. However, it is vital to choose a platform with the right demography of users for your business.

    B2B brands generally do better with more professional social media platforms like LinkedIn. Ninety-four percent of B2B SaaS brands use LinkedIn as a distribution channel for their content.

    Related: 5 Steps to Creating a Content Marketing Strategy That Actually Works

    Platforms like Medium, Reddit, Quora and Twitter are great, too. However, you can succeed with your content marketing on social media if you create engaging content.

    For example, videos and trending topics can drive traffic to your content. Also, user-generated content like hashtag campaigns can be helpful for social media content marketing.

    The performance of your content marketing is based on your content marketing strategy. Knowing what to do and how to do it can really go a long way in producing the desired result. It also helps to evaluate your content through regular content audits. You can always update or recreate content when necessary.

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    Toby Nwazor

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