Contracts are essential for large companies. It is a part of the normal business protocol.  Even if employees do not understand how essential contracts are, they are usually aware of the existence of contracts.

In those businesses, there is likely a certain protocol in place for how to handle contracts. There is also likely a certain person or certain people that are designated within the relevant department that sign the contracts. There are also procedures that are used to handle the signed contract after it has been returned from the other party and signed by their authorized person.

The Medium-Sized Business and Contracts

More than likely there are conventions in place for medium-sized companies as well. However, as we funnel down to small business or single-person (sole proprietorship) businesses, the likelihood goes up that there is a lack of conventions that are used for the management of contracts.

While small businesses and sole-proprietorships may be able to survive without having systems in place to manage contracts, medium-sized companies actually need to have a process around this. And, with more and more creative methodologies in place and creative contracting of freelancers (outsourcing) happening, there is much more need for consistent practices around contract management.

Contract Management

Simply put, contract management is a specific system that is put in place to create and maintain a contract.

A great look at the benefits of having a system of contract management, as well as the definition, by context, is “4 Benefits of Using an Automated Contract Management System.”

As we mentioned, above, there is a need for this contract management, particularly for medium-sized businesses. There are three key reasons why this is crucial.

Reason 1: Rely on the Management Rather Than Memory

The first reason is to use contract management is so that you don’t have to rely on your memory to recall key details of contracts. While this can be done for freelancers or sole proprietorships, a medium-size business has many moving parts, including the management of the company, and requires a better processing system.

When a medium-size business is growing, it likely will have a dozen contracts or more. It is not possible to keep all the information from these contracts in your memory. Furthermore, there may be certain stipulations or details that you are not able to recall, which can prove to be key in certain scenarios.

Even if you are able to do so, do you really want to base the profit of your medium-sized business on all the factors that could go wrong with a reliance on memory?

Reason 2: Easy Access to Contracts (Efficiency)

Even if you do have contracts and a basic contract management process of filing them, you will also need a process to retrieve them. A physical file cabinet may be work for a small amount of contracts, but not for a medium-sized business that needs a digital filing system and has multiple employees involved in any given contract.

By developing some sort of centralized, digital storage of contracts, you allow for easy access.  The key is to define the contract management policies (how the contracts are filed) and then ensure that employees understand it.  The importance of understanding is that employees will be able to electronically file the contracts and other employees will be able to retrieve the contracts when needed.

By setting up your centralized, digital storage, you will find that the process of handling your contracts is that much more efficient.  With this efficiency comes other benefits, such as less time lost, less confusion and increased productivity.  Those types of benefits definitely help a medium-sized company, but can also benefit any sized company.

Hey, if we are automating our social media campaigns, for improved efficiency in our medium-sized companies, why not automate our contract management?

Reason 3: Future Enhancement of Contract Strategy

Let’s say you pull up your financial reports and you notice that this time last year you made 25% more profit than this month.  Maybe, you decide that something needs to be done to encourage additional contracts and additional income.

Granted, I’m sure there are systems in place for how you go about this.  You could continue with the status quo and attempt to close more deals, convert more leads, and whatever it takes to increase your profit.

But, what if you decide that you need a creative approach? Maybe you and your team have decided that you want to offer a creative sale deal.

The specifics of creating these types of sales deals go beyond the scope of this article.  However, since we are talking about contracts, these specialized types of contracts should be included in this discussion.

Thinking About the Special Service Contract

With a special service deal, you may need to develop a new contract that goes with that special service deal.  You will want to include the definition of the included services.  You will also want to include the definition of the scope of the included services.  That would include the length of time and other additional factors.  All of this would accompany the contract.  You can likely find another contract that is similar and copy it and modify it to meet the standards of the special deal.

With all of this going on and all of the marketing that is required to get the job done, you really need a way to make it easier for you and your team.

Enter contract management.

By being able to access a digital version of all contracts, it is easier for you to access a copy of a contract that is the most similar to your special offer.  You are then able to copy it and create a new contract while copying over all the original information that is needed for any contract within your organization.  You have saved time and you are on your way to making money!

In Summary

Whether you choose to use a contract management system or not, as a medium-sized company, that is your choice (of course!).  But, there are some really good reasons why it may be a benefit to your company.  It can even be a benefit to an online content marketing company.  One of the easiest ways to sum it up is that the benefits typically include efficiency improvements.  As a result, profit increases and your organization will be on its way to being able to generate more sales at a faster rate.

 

Running a business is not easy. Your predecessors know it. You know it. After all, you’ve experienced it. Right?

There are several challenges that all businesses face. There are also challenges that pop up on the road to success for any business-in-the-making.

In spite of these challenges, you have to stay focused on the areas that matter most.

One challenge is “Business Continuity.”  And, when thinking of business continuity, the phrase, “Business Continuity Plan” (BCP) or “Business Continuity Planning” (which could also go by BCP). For the sake of simplicity, we will use the acronym, BCP, for the plan itself, rather than the planning process.

Business Continuity Examined

Over time, people have had issues with business continuity. Great. But, what is business continuity and why should you care?

Business Continuity is where a business needs to continue to deliver its products or services to customers in spite of its environment or the impact of environmental factors. In effect, it is the answer to the question of “What does it take to continue business?” Hence, the phrase “business continuity” aptly describes what is occurring, as well as what is happening in the planning process.

Most of the time, people think of this in terms of what happens after a disruptive event. So, an example of a disruptive event may be a “caused” event, like a riot, or a “natural” event, like an earthquake.

However, just because the disruptive event has a negative connotation does not mean that it is negative. This event does not necessarily have to be a bad thing like a natural disaster, it could be something like a shift in the market or new technology.

Planning for what will occur during that event (even if it is good!) is essential. As we mentioned, this planning is called business continuity planning (BCP).

Now that we know what business continuity and BCP are, let’s look at the three essential reasons for having that BCP.

BCP Essential Reason 1: Maintaining Business Income

When a sort of business disruption happens, like a change in the market, and you cannot deliver products or services to customers, your business loses sales.

The question is not whether or not the disruption or change caused a loss, but rather, how large is that loss. It is more of a case of the measurement of the loss than a binary of whether or not the loss occurred. The odds are that at the end of the day, there is likely a customer that is probably not going to be back at your business. This, unfortunately, is normal, with any sort of disruption, good or bad.

Even something as basic as changing the event calendar can cause customers or clients to move away from a particular brand because they are not comfortable with the new schedule. This is only used as an example.

The current market is so competitive that companies cannot afford to lose sales that are potentially “in the bag.” By having a plan (BCP), your company can act quickly when needed. This keeps things going. There are many companies that do not have a plan, so if you have one, you are ahead of the game.

Possibly, by having a BCP, your company will gain market share during more global disruptive events (even if localized).

BCP Essential Reason 2: Credibility of Your Business

Another essential reason is the existence and credibility of your business.  Refer to the “cherry pie” example, below, for an example that helps illustrate this reason.

So, we already looked at the fact that it is important to continue to make a profit, in spite of the circumstances, but what about the business itself?

Even if your business could technically survive an outage (money-wise, continuing to pay the employees and bills), it doesn’t mean that your business could survive.  You still need the credibility of surviving in spite of the outage.

You need the business that you bring in AFTER the disruption and this is why you need to survive DURING the disruption.

BCP Essential Reason 3: Stability in the Community (and Market)

When something major happens and it is disruptive to the community (i.e. a negative community event, earthquake, tornado, etc.), there is sometimes a fear that permeates the community. Even when undefined, all who live and work in the community feel it.

One of the biggest (and first) signs of recovery is that of the doors re-opening. It is when small businesses open their doors to the community and start up business again.

Small businesses play a vital role in the local community.

This is true even if the small business is online. They can still give that feeling of “doors opening” even if it is about getting their website up and running after a disruptive event has thrown the community off-balance.

When something happens to disrupt life, it is vital for companies to get back up and running quickly. This not only drives their sales, but more importantly, it provides stability in the community, the market, and the economy overall.

Business Continuity and the Online Company (or Online Presence of an Offline Company)

These days, many companies have an online presence in addition to their “brick and mortar” existence in the community. And, there are those companies who start with their online companies and develop a local presence after the fact. Whether one comes before the other or vice versa, it is not uncommon for businesses to have the existence of both.

For those who have the online business, it is just as imperative that business continuity planning takes place for them, as well. In other words, that business continuity planning is essential for both the online and offline world.

Many people who have the online business have made the mistake in the past of not having a continuity plan. However, even with an online business, it is essential for you to have a plan in this area.

An online business can be disrupted just like any physical business. In addition, online companies are susceptible to different risks as well.

An example of a risk that faces an online business is a cyber attack.  Such an attack could wipe out the online platform for a few hours, at the very least. In this case, the BCP would be a plan that deals with the cyber attack immediately. In contrast, not having that BCP may mean waiting for things to recover on their own (and suffering the very detrimental consequences).

Developing a Business Continuity Plan (BCP)

The discussion of developing a BCP goes beyond the scope of this discussion on why you need one, but we don’t want to leave you completely empty-handed on this topic, eh?

Here is a simple (in concept) Business Continuity Plan (BCP) exercise to help you get started. Before we start, just a reminder that your BCP (even if it is your first) does not have to be entirely comprehensive.

In a nutshell, you want a plan that describes the steps needed to return your business to a functioning level.  So, you need to make a list of those items that epitomize the functioning of the business.

Here is the example I often use to describe it…  If you have a bakery that is known for its cherry pies, how long would the business survive without them?  If you are known for one item, like cherry pies, it is likely that more damage is done to your business if that item is unavailable for a week or so than if a few other pastries are temporarily unavailable.

Do you see the difference?

The exercise is to list those items, like the cherry pie, whether it is a service or a product.  When you have finished that exercise write out the step-by-step process of accomplishing the delivery of those products and services.

In Summary

If you do not have a business continuity plan (BCP), now is the time to start developing one.  With the new technology today, developing a BCP is easier than it was previously. As a result, there is no excuse to suffer losses because your business cannot deliver products or services to customers.  And, you have the ability to search for the answers to your BCP questions.  You also have the ability to search for experts who can help you develop and implement your BCP.

Featured image: 123RF

Are you a believer in the theory that every action gives birth to a reaction? If so, you’ll want to be extremely careful about the domain name that you choose for your new official company website.

This is a matter that you can’t afford to be too choosy on when looking out for your best interests (and that of your business).

The wrong domain name is one that could haunt you for years to come. It could seriously impair your chances of growing your business into a profitable enterprise. On the other hand, the right domain name can help you get a healthy start and advantage over your competitors. This is the best way to quickly establish your brand in the eyes of your new public.

Perception is the Reality in the World of Internet Advertising

When it comes time to check available domain names, keep this in mind: In the world of the internet, perception can very quickly become reality.

What happens if you choose a domain name that is considered offensive or off-color for any number of reasons? It can spell the doom of your business. It doesn’t matter how much damage control you attempt to apply. The stain that clings to your reputation can quickly fester and become fatal. This is why it’s so important to choose a name that is memorable.  It should also be easy to spell and pronounce, and as inclusive and nonoffensive as possible.

The Name You Choose Needs to Accurately Reflect Your Brand

The name that you ultimately choose for your domain needs to be an accurate reflection of your brand.

This is important because this is a name that you will be stuck with for some time. You want to make the best possible first impression.  And, you want to do that with the widest number of people, all in the shortest amount of time.

To achieve this, you will need to choose a name that condenses your entire brand into the shortest space.  This is what is searched when locating you on the web.  It shouldn’t be one that embarrasses them to spell out when searching.

The Domain Name and Search Engine Optimization (SEO) Efforts

Did you know that the domain name selection can also impact your SEO efforts? Yes, that has basically been the case since the beginning of time, or should we say the beginning of the internet.

It makes sense, that the domain name is prevalent in search listings (SERPs) and as such, becomes a candidate for propelling yourself that much further ahead when the domain reflects a key keyword. Yes, that was a redundant use of the word, “key.”

So, what are we talking about here?

Let me use an example because not only is this an example of a success story (and hence a case study) but it also illustrates the point better than many domain names. I believe you will see it right away.

• The domain is dentalmarketingguy.com

Do you see it? Yes, the keyword phrase, “dental marketing guy” shows up right in the domain name. It ranks well for combinations of that phrase, whether it is the full phrase, “dental marketing guy” or “dental marketing.”

Go ahead, search for yourself and see how successful that domain selection is, in terms of keyword and keyword phrases. Or, better yet, take a look at the site (hint: he also has a Dental SEO course to help dental businesses to understand how to use SEO to garner more leads).

The Importance of the Domain Registration Service Provider

We used to be a domain registration service provider and there is a lot that goes into that service.  Many times, the consumer doesn’t realize just how much the service provider does for them.  But, that is the key thing.  It is done for you so you have fewer worries.

Checking The Actual Domain Name(s)

The final piece of the puzzle will fall into place.  This happens when you enlist the services of a professional domain name service provider. By doing so, you ensure that someone else isn’t using that name.

You don’t want to get off to the worst possible start by being hit with an intellectual copyright infringement suit before you’ve even had a chance to begin.

To avoid this nasty scenario, your service provider will help you determine immediately whether the name you wish to use for your domain is available. If so, you can snap it up and proceed to build your new official company website. The sooner you claim your domain and put up your site, the sooner you will be able to begin doing business.

Then, your next step is to write that awesome content for your new domain/site!

You know that you should do some social media marketing (SMM) tasks every day. That is what all the experts say is best, right? (For several years now, experts like Neil Patel have been expressing how important SMM is!)

In fact, you have it handled. Your social profiles are all set up and you know what you need to do to keep it going. Or, at the least, you have hired the right team that also knows how to get the job done. You know that they can handle it. So, you are confident.

Or, are you?

What is Needed? >> A Plan

Let’s back up just a tad and look at this social media marketing thing afresh. We are doing this even though we all know what it is. Sometimes it is helpful to take a fresh look to ensure we haven’t missed anything.

So, here we go…

Developing a strong social media presence is the hallmark of a successful startup business. This is the case whether the startup is online or offline or both (which is best, to have a foot in both realms).

Social networking sites like Facebook and Twitter are essential for maintaining a competitive edge. Some of the other sites, like Pinterest and Instagram, are coming up the ladder and becoming almost synonymous with their predecessors. Sites like Google Plus, though not mentioned as often, have still not given up their spot in importance when it comes to social media marketing.

So, back to those accounts… Let’s face it… Startups that do not have active social media profiles (accounts) miss out on far too many marketing opportunities. Social media marketing is where it is at, in this day and age of online or internet marketing. Do you think?

An example of making a difference with social media marketing…

Starting a hashtag testimonial on Twitter is an excellent way to gain exposure. If you create a hashtag that’s specifically for testimonial purposes, as your startup flourishes, so will the visibility of your hashtag. In turn, you gain free publicity simply by tweeting.

The same holds true for other social media platforms, but in order to be successful, you need to know where your target audience spends most of their time. For example, if their favorite hangout is Instagram, it doesn’t make sense to post on Facebook.

This is why it is so important to have a social media marketing plan. That means that we also need to have an idea of what we are doing and what is needed. Without it, we could have burn-out and that isn’t good for anyone.

Top-Down Comprehension

But even before you choose the right channel, you need to define your business goals and objectives. Spend some time defining what it is that you want to accomplish this year, or what is left of any given year. Remember, it doesn’t have to be January 1st for you to sit down and perform these exercises in an analysis. It is like a regrouping.

The key is that you allow yourself to assess where you have been, where you are, and where you are going anytime that you feel that your brand (personal or business) needs a regrouping. However, at the same time, ensure that you are not doing this assessment so often that you are not getting anything done. There is a happy balance between the two and one of the most helpful ways to stay balanced is to ensure that you are consulting with other members of your team and getting their feedback and input.

Now, back to our goals and objectives…

• How will social media help you achieve these goals?
• How can social media marketing help you to be the company that you want to be and continue on that path?
• Will your company take a no-nonsense approach or are you easygoing in your social media marketing endeavors? (Your social media presence must be consistent with your company culture.)
• What other questions will help you to define where you are going and how social media marketing can help you get there?

After creating your social media accounts and profiles, there is the overall social media plan. That is what the questions, above, help you to define. Then, under that umbrella, are the social media marketing campaigns, which may help you to focus on more granular goals or more short-terms goals or agendas for your brand.

When creating your daily social media strategy, it should be inspired by the following task list:

• Creating budgets for social media activity;
• Planning social media campaigns;
• Creating and uploading videos and other media components;
• Building brand loyalty.

Buyer Personas and Customer Service

Buyer personas are like creating images (profiles) of what your target audience looks like, based on your assessment (where you were) as well as what is going on with your brand currently (where you are). By understanding and defining those buyer personas, you are able to help direct where you will be going and using social media marketing to manage that directing.

Creating buyer personas and researching where this specific group spends most of their time is vital when measuring key performance indicators (KPI).

For example, you may ask yourself,

• “When are they (the buyers) usually online?” Or,
• “Is it before or after work?”
• “Do they post more during the week or on the weekends?”

Definitions

All of these variables play a part when developing your social media marketing calendar because they help you to define who it is that benefits from your social media marketing. The more defined you are, the less likely you are to aimlessly spend time in places where time should not be spent.

Above all else, you need to listen. Social media listening will help you define your daily tasks.

Customer service is another place where social media listening is helpful. Using social media makes customer service easy. It also makes social listening a mandatory task every day, in order to maintain that high standard of customer service. Use social media management tools to track brand mentions in real time. Analytic tools can help you isolate negative mentions, so you can address them as quickly as possible, demonstrating how much you truly care for your customers.

Managing the Content

The following list of content was pulled from the “Social Media Planner” that is available as a free download. This is a comprehensive list of the type of content for any social media marketing plan/campaign.

• Timely content you create (your blog, videos, podcasts, etc);
• Archived content that still has value to your visitors (and you);
• Other people’s content;
• Inspirational messages and quotes;
• Funny memes and images;
• Events and offers;
• Personal stories;

Rapid growth overwhelms Many startup companies. Also, what may seem exciting on day one can become a drudgery by day eight. We don’t want to get to this point because we don’t want to head toward burnout.

Keeping Burnout Out of the Mix

In order to ensure that burnout does not peep its head, start with the plan. That is where it is important to analyze, assess, define (i.e. buyer personas), and develop the SMM plan.  This planning goes from a global to a granular view.

Once the larger pieces of the pie are defined, break it down into the daily tasks.  Use whatever means are available to you, to help to manage that. That includes understanding the types of content (above), as well as how you can post it (i.e. social media marketing tools). Also, incorporate how often you will check (social media listening) your social accounts, doing it frequently enough, but not too frequent.

In Summary

Once you set up your social media accounts and develop a management routine, schedule regular checks on all channels to maintain a steady presence.

Last, but not least, don’t be afraid to experiment with your social media strategy. While it’s a good idea to maintain strategies that work, don’t be afraid to think outside the box. After all, the essence of a startup is to solve problems in an innovative and efficient way. Just keep those eyes open and if there is a risk of burnout, step back, reassess, get feedback from the team, and find ways to automate, using those wonderful social media marketing tools!

Keep the daily to a minimum, with a view of the overall social media marketing plan, consistent with branding success, from a top-down global view. That keeps you on target while managing the load.

Featured image: 123RF

You like Instagram. At least, you think you like Instagram. You use it currently, or you are thinking of using it more often.

Image by Deborah Anderson from 123rf.com graphic (used by permission)

But, is it something that is suitable for business? How do you get some sort of ROI (return on investment) with Instagram? Fortunately, those answers are not as difficult as they may seem, but it is a matter of understanding what is available to you, both as an Instagram user and potentially as an Instagram advertiser (if you so choose).

The Confusion About Instagram Marketing

With over 500 million active users on Instagram (as of 2017), the marketing opportunities are endless. Yet, far too many businesses are not actively using this social network.

Just the other day I heard someone say, “Oh, I don’t post on Instagram. That doesn’t seem like an Instagram thing, and I want to keep my account true to Instagram stuff.” It actually makes sense. Or, does it? What does that mean?

“What Is In It for Us?” Says the Business

These days, businesses are almost forced to operate on a shoestring budget. That can be a good thing. There are many opportunities to advertise for free with this social media outlet called Instagram. You can think of it as a sort of free outlet for advertising.

Finding creative ways to get affordable advertising -DeborahClick To Tweet

But, at the same time, like Facebook and Pinterest, there are affordable paid advertising options available as well. Even with a modest monthly marketing budget, Instagram offers many self-service advertising options. One example is their three advertising formats, including video, carousel, and photo/image.

Four Benefits of Marketing with Instagram

Whether you are using Instagram as it was intended to be used (free, as a user) or you are incorporating the paid advertising into your business plan, it is still essential to at least understand Instagram, how it is used (from a user level), and how to market with Instagram (regardless of whether you are using the paid advertising or not).

With all of the benefits available with the free option, is paid advertising on Instagram worth it? Below are four benefits to consider, helping to answer that question.

Benefit 1: Connecting With Your Customers

While most people believe that social media channels like Twitter and Facebook are the best way to connect with customers online, you may be surprised to know that Instagram is the most active social media platform. As a matter of fact, a report from Forrester Research showed that Instagram generates 120 times more engagement than Twitter.

With such high engagement levels, Instagram is the perfect place to connect with customers, build relationships, and listen to your target audience’s feedback. Asking for people’s opinions is a great way to create a buzz about your brand. It sounds surprising, to “just ask,” but people are actually really responsive to that method, especially when they sense that you are sincere.

And, by all means, BE sincere. It probably is not that difficult, and your target audience can sniff it out if you are not being sincere, so sincerity first and then ask them for their feedback and you are likely to have some measure of success. And, you know what? You are connecting via Instagram!

Learn What People Like

Believe it or not, your target audience could already be sharing photos and talking about your brand on Instagram. This is especially true if your brand has a brick-and-mortar location where customers visit on a regular basis. You definitely want to be a part of that, right?

Benefit 2: Reaching New Audiences

Fortunately, it is fairly easy to find new content (photos, images) on Instagram. This is also the case with finding new businesses.

One of the best ways to do this is through #hashtags.

When someone includes a hashtag on their Instagram post, it automatically creates a link. And it’s through this link that you can see all of the photos that have used this hashtag. So, it is a good practice to learn about the popular hashtags and implement them in what you are doing on Instagram!

Benefit 3: Fuels Your Marketing Fire

More than likely, you already have several different creative skills and skill sets under your belt.

Since sharing content on Instagram is so easy, you can market your brand (and all of those skills!) simultaneously on other marketing channels. Simply go to your Instagram settings and enable social sharing to Twitter and Facebook, for starters.

Once enabled, everything you share on Instagram will automatically share on your chosen platforms.

Benefit 4: Generates Sales

Creating professional-looking images to promote your business has never been easier or more affordable. As a result, Instagram does more than increase engagement; it also drives sales. What does that mean? More sales mean increased exposure and that ROI that you were seeking!

If you haven’t tried Instagram yet, but you’re ready to get your feet wet, why not create your first Instagram post? Once you get into the swing of things, creating a social media calendar will help you stay on track when using your social media networks and publishing your social media posts.

Success is only a hashtag away!

Conclusion

So, what should we do? What did we learn from going through this list of benefits? One of my favorite tips is to just get out there and do it!

If you are new to Instagram, go introduce yourself, connect with others, watch what they are doing, and start engaging! Then, as you become more comfortable with Instagram, read some of the articles linked in this article and learn about using Instagram for your business marketing.

When you are ready, take the next step toward paid advertising. Just make sure you do it when YOU are ready for that step and not too soon. You have a better chance, as with anything in life, if you do it that way.

Don’t forget to come back and tell us all about your success on Instagram!

Without fail, there is at least one daily news broadcast that leads to a finger-pointing outrage every day. And, it doesn’t matter where you live, which political party you endorse, or what you had for breakfast. Across the board, emotions are stuck in overdrive. Or, at least they are if you let them be there, eh?

Whether it’s organizations, families, or individuals, political trends can impact every level of society. But, it isn’t just the human condition or the behavioral responses that are affected. Trends set forth by government agencies also influence the market conditions that ultimately affect that same consumer behavior.

It is almost like you get it coming or going. And, like Dr. Phil might say, it comes down to how you manage yourself. Regardless of what you do, there are still going to be the political opinions and essays. Some are definitely worth reading, for the education that they provide for us. Others may be worth holding off until your business is done for the day, or you have a moment to relax.

What Does the Topic of Politics Have to Do With Marketing?

Staying on top of the political trends at both the national and the local levels is essential when planning your advertising strategy. When a company decides to embrace a specific cause or take a political stance, it can significantly impact both market perception and the brand’s performance.

This is true of areas related to politics, as well. For example, Howard Stern has made his living (or at least part of it, it seems) as a “shock jock.” Knowing this about Howard Stern allows us to prepare and understand what to expect since he is known for his antics and shocking entertainment style.

There are times when society (or government agencies) may think that someone, in spite of how they may define themselves, has gone too far. Such is the case with a more recent incident involving Kathy Griffin. In that case, without casting judgment or opinion, the question could be asked whether it was intentional and part of her branding.

That is why it is so essential that each of us understands our own branding and marketing and defines it according to that derived definition. So, we start with these three steps…

Step #1: Know Your Audience

There is no denying that many times, in many countries, groups can be split on where their loyalties are, especially when it comes to politics. So, unless you truly understand your audience, taking any sort of political stance is a risky endeavor. And even if you think you do understand your audience, there is still a threat of someone thinking that your marketing strategy (involving politics) is unwarranted.

For some lifestyle brands, it’s normal to take a stance on the political front that specifically relates to that brand’s value proposition. Even if you think your audience expects this, you need to factor in a potential backlash from a broader audience who are exposed to the ads.

Before a consumer emotionally connects to a brand, he or she wants to know that they are in sync on important issues. Oh sure, there are likely those who don’t care, but you don’t want to lose the ones who do care just because you may be thinking of those who do not. Make sense?

The explosion of social media has given both consumers and brands the tools they need to connect on different levels. But, before that connection can happen, the brand needs to define their target audience. Fortunately, some of the same tools that are used for the engagement and building of that brand awareness may also be used for the research that helps to sculpt the definition of that target audience.

Step #2: Assess Your Corporate Responsibility

If a company wants to partake in a sort of political dialogue, or something similar, what is their obligation? Remember, corporate responsibility can differ, again, related to the brand definition of the company (your company).

There are so many issues to consider as the link between business and politics continues to become more customer-centric. Brand messaging is played and replayed in both conventional and social media outlets by consumers themselves.

Messages shared by consumers are either condemned or approved and then further exaggerated in self-righteous bubbles. And, it is not always predictable. It may be that something that you fear will be rejected is the very thing that makes you popular and causes your blog articles and social posts to go viral.

This is why it is so important to define your corporate responsibility, which is closely related to the definition of your brand.

For example, is your company known for its integrity and known for its honesty? If that is the case, then maybe you do not want to be offering to pay your vendors 10% of the contract price after they have already done the work. In this day and age, it is likely to get out, over the social media waves, that you do not honor your contractual obligations with other companies.

However, if your brand identity is to be known as a business shark, it may be that that behavior helps to encourage your brand identity and the awareness of your existence, as it polarizes those who hear about the behavior.

So, how would you define your corporate responsibility and how does that relate to your brand identity?

Step #3: Weigh the Pros and Cons

Before taking a political stance, brands and marketers alike need to accept the possible risks of their actions. Weigh the pros and cons before thrusting your brand into a world where you don’t have complete control. This is especially true of the controversial view, but it can also apply to what would seem to be the safe route.

Using the example, above, about a company view of integrity, it is possible that some people will choose not to use your company because you are “too good.” In other words, there is not enough nasty in your brand identity.

That does not mean I am endorsing that view, but there are as many views and perspectives as there are stars in the sky. The main thing here is to understand that not everyone is going to see it the way you do and that is ok. Simply weigh those possibilities, as far as pros and cons, so you are not caught off-guard.

If brands are willing to venture into uncharted political waters, they need to protect their core values. Unfortunately, many brands start playing politics for the wrong reason. They aren’t taking a stance to uphold their core beliefs. Instead, they are simply looking to boost sales and gain exposure. Sadly, this is nothing to salute.

In Conclusion

The key thing to remember is to be true to yourself, whether you are the company that should be known for its integrity or the company that wants to go down in history as the most offensive shock jock ever.

It is also helpful (and almost essential) to ensure that you have defined these areas, including your brand, your brand messaging, and the three tips above, as soon as possible. If you need to post a sticky note on your monitor to remind yourself who you are and what your brand represents, then go for it!

You look around and you see that times are different. The soup line has become popular again. You are thankful that you have not had to resort to it personally, but you see that there are those who could benefit from a bit of kindness and some available cash assistance. It seems that regardless of the statistics that make it to the six o’clock news, there are quite a few who end up in the unemployed or underemployed category.

However, there is good news. Even if life does not present itself in the traditional manner, there is an equal playing ground on which all people can play. That is, the internet.

What is the cornerstone or building block of that same internet? You guessed it. It is the website.

A Website as an Investment

In this day and age, a successful website is one of the best investments that any individual, small business, or company can make. Whether your business is based on the internet, necessitating that website, or your business is offline, the website because as essential as the four walls of the building that houses your office.

As we said, in today’s economy, a viable, well-functioning website is literally one of the best investments that any company or business owner can make. And, reaching the level of definition of “well functioning” can be something that is attainable by the masses. A little concentration here, a little strategy there, and you have that website that is needed.

You can build it yourself. You can hire it to be done for you. You could meet somewhere in the middle with a starter site that morphs into the professional site that it deserves to be, as you increase your profit margin.

Much like the 1989 Kevin Costner movie hit, “Field of Dreams,” you build it and they will come. But, that does require some effort on your part and that of your team. Fortunately, with some ingenuity and that know-how (not to mention good ole’ fashioned grit), you too can be a success.

The Challenges that Face the Internet Moguls

With all of the changes in search engine optimization (SEO) logic, presenting us with varying algorithms from competing major search engines, it is sometimes difficult to keep up with the website and what one is supposed to do to keep it at the top of the rankings.

Some companies created a website five or ten years ago and have not updated it since then. Others find that they may be continuously tweaking their website.

There is a balance between the two. We have found that updating your website on a regular basis is essential to staying relevant within the industry. With that in mind, here are some of the best tips for recreating your website. This doesn’t mean that it has to be from scratch. It also doesn’t mean that we have to hit an obsessive-compulsive disorder (OCD) level of tweaking, but a good goal is to ensure that we are driving quality traffic to your site.

The Consideration that Leads the Pack

Before we even get into the three strategies for today’s website improvements, let’s talk about one of the most important things to keep in mind. That is, the foundation of your website house. That is your hosting!

Without a good foundation, and selecting a host that will serve you, as well as your site, well, your house is going to crumble. In other words, there is no site. So, before we improve your site, let’s make sure that that hosting provider has some of the basics, like:

• exceptional customer service;
• exceptional “uptime” like 99.999%;
• the knowledge to comprehend what needs to be done on the server;
• high-quality system administrators;
• creative hosting packages (i.e. a WordPress hosting package);
• SSL (definitely needed these days, with Google’s requirements);
• And more…

When you have ensured that you have chosen a good, solid web hosting company, it is time to make your own website or in some cases, improve on the site that you have, which is what we are discussing in these three strategies.

Strategy 1: Add Images and Videos

Many people today want to look at images or watch the videos while on your website. They may not want to leave the site and visit places like YouTube or Vimeo to view the videos there.

This is actually good for you because you want to keep those visitors on your site!

If you lack these sources of entertainment, you should consider adding them. Fortunately, it is not very difficult to do so.

Take YouTube as an example. If you find a video that you want to feature, preferably one of your own, all you need to do is use the Share > Embed feature to place that video within a post on a WordPress site. And, in some cases, simply typing the YouTube url/link will produce the video. It doesn’t get much easier than that and it is certainly easier than it used to be years ago.

According to the experts, it is vital to start adding these engagement components as soon as you can, along with other types of website content necessary for any modern website. And, don’t limit yourself to just the images and videos. Think to a wider capacity. Include podcasts. Include SlideShare presentations and include infographics, to name a few.

Many people are excited about all of the new options for adding engaging content to their sites. If you feel like it is too technical for you, there are plenty of tutorials, how-to articles, and informational videos online on how to easily execute this. Fortunately, all you need is an ability to search on Google.

Another example is adding your own tutorial to your own site. You could choose to demonstrate to your readers how they can implement some new feature on their website. Or, maybe your niche includes a particular product or service, in which case you could turn that into a video demonstration or how-to article.

Not only will this type of content interest your readers, but it is sure to drive traffic to your site, but you will be helping those who visit your site, as well. This helps to establish yourself as an authority while building up your loyal fan base, as well.

Becoming an authority on a subject is a great way to build that loyal audience and it will certainly contribute to your success over time.

Strategy 2: Generate Quality Content

Without a doubt, a vital aspect of a successful website is having quality content on your site. We have already suggested some of this type of content in our last strategy idea.

Over time, quality content will improve the search rank of your website more than anything else. Although things like keywords are important when generating content, it is much more important that the content is something that people want to read. Why? It is more likely to gather links that way. Your readers enjoy it and authors will want to link to these high-quality articles in THEIR articles.

In addition to the exposure and branding (including linking) benefits, many of the search engines track how long readers stay on your website. The longer visitors stay on your site, the more your site improves in the SERPs for various keywords and terms.

Think outside the box and include different types of blog posts.

In some cases, website owners have too little content on their site. In other cases, they may have content that is old and the search engines are recognizing that fact. In either of these cases or similar cases, the fastest way to improve one’s search ranking is to rectify the situation with newer, relevant content.

It may take a while. It may take hiring some quality (and influential) writers. But, it is worth it in the long run. Isn’t your site worth it?

Strategy 3: Use Blog Sponsorship Wisely (Reduce Ads and Distractions)

Sometimes website owners feel like ads are a good way to make money. However, unless you have millions of unique visitors per month, the money made off of ad revenue is not necessarily enough to pay the bills. This isn’t always true, as properly planned blog sponsorships do succeed in launching the site into a realm of success.

This needs to be handled with care.

Too many advertisements and those that are not relevant to the site could cheapen the site and cause that length of time on the site to adversely affect your statistics (as in too low). Instead, find advertisements; affiliate programs, and related programs that compliment the content of your site. In that way, you are adding value to your site while earning a few bucks on the side, with blog sponsorship.

In Conclusion

Overall, a website is a great tool to help your business stand out from others and advertise that you are the place to be for your niche. So, let’s start now. Let’s make it the best that it can be, and watch as our success surpasses our objectives into the next year.

Positive customer experiences are imperative for customer retention. It is also essential for increasing brand awareness and differentiating your position in the marketplace. But how does one accomplish this in today’s competitive market?

The answer is simple: added value.

What is Added Value?

The concept of added value is so simple. In spite of that fact, it seems to elude many business owners.

How about this…?

Think of your customers as a sort of precious metal. How would you treat your precious metals? For example, a wedding ring, a favorite diamond ring… Do you throw them aside with the used tissues, or do you treat them like they are special, giving them that extra special treatment and storing them in a special place?

In the same way, you need to treat your customers in a manner that is extra special and give them an environment that is unique and special for their needs (and wants).

Like we mentioned, in spite of its seeming simplicity, businesses seem to continually overlook its ability to convert leads into returning customers. Added value is merely something you give to your customers. It is something that your customers will feel is of high value, yet is of low cost to you.

But, remember, low cost is not the same as used tissue. There still needs to be the value of precious metals even if the cost of what you are providing is not expensive to your budget.

Here are three ways to create added value that can be easily implemented within most marketing strategies:

Tip #1: Put Yourself in Your Customers’ Shoes

The fine art of creating added value starts with the ability to see your business through the eyes of your customers. This includes being able to see your business from the perspective that your new customers have, as well as those customers who have been with you for a while.

By now, I am pretty sure you have defined your target audience. And, if you have been privileged enough to bypass the step of defining your target audience, but have a list of loyal customers, you can reverse-engineer the description of your audience based on your customer list. Part of this is the process of defining customer personas.

Now that you have your personas defined, consider what’s important to your target audience. At the same time, consider how your product and/or service would benefit them.

How can you solve your customers’ problem? How can you help them overcome obstacles or enable them to do their job better?

The answers to questions like this will help you develop a list of ideas that would be considered products or services that add value to what you offer.

Too many business owners miss the boat by focusing on the features instead of the benefits. Shifting your focus to providing services that hone in on your customers’ wants and needs builds trust. You need to stop selling and start helping.

Tip #2: Consistently Work to Improve Customer Satisfaction

Lack of customer satisfaction is a surefire way to keep customers from returning.

Businesses who create unforgettable customer experiences are far more likely to receive word-of-mouth referrals, positive reviews, and higher retention rates.

We know this from experience. When we were in the domain registration and hosting business, we were the top reseller for our primary domain registrar. Why? We were known for answering support requests within minutes, possibly even seconds. This pleased our customers and they made referrals that became the basis of our success and growth.

The question is not what can this customer do for me, but what can you do for this customer? By building a memorable customer experience, you’re able to develop relationships with them, so you can connect on levels that surpass simply getting the sale.

Tip #3: Make it Memorable

Creating a memorable customer experience begins with a model, and your model should aim to deliver nothing less than an intangible value that can’t be sold. This includes attention to detail, personalized attention and demonstrating genuine concern towards any issues that arise.

Your goal should be finding out any problems that occur before the customer complains. And what’s the best way to accomplish this? Simply, asking how they are doing usually does the trick. This small act of kindness goes a long way to instill good faith and trust from both current and prospective customers.

Hey… we know that from experience! It works! So, now, armed with some rudimentary tips, go out and make it happen for you!

For many people, the line between their personal and work lives becomes blurry at times throughout their careers.

Image by Deborah Anderson from 123rf.com graphic (used by permission)

One of the most common ethical issues that people face today is whether it is ok to use their personal cell phones for work on behalf of their employers.

It is inevitable that you will be faced with this choice. Without a doubt, it is a good idea to evaluate where you stand on the issue and also understand its benefits. Why?

There are actually quite a few advantages for both the employee and the company when a worker uses a personal cell phone in an employer’s corporate environment for the company’s purposes.

Here are some of the most important facts to know about using your personal cell phone at your employer’s request.

Less Confusion

There are some people who have different cell phones for every area of their lives. This is probably not good for several reasons. First of all, it creates a lot of confusion in your life and makes it tough to stay organized.

Believe me, I have been there and I only had two phones. Fortunately for me, they looked very different. Otherwise, it would have been an impossible situation.

It is still not advisable to have more than one phone—if you plan to maintain your sanity that is. Quite simply put, it is just difficult to keep up with all of your different phones.

Some companies require their employees to have a work phone and a personal cell phone. There are times when you might not have the work phone available and you have to use your personal one for work purposes.

Instead of worrying, use this as an opportunity to show your boss or work peers that you can be flexible. You are looking for the positive side in the situation.

Information Logging

Many times people are more comfortable with how their own cell phones function. They understand the features of their personal phones.

And in those cases when they do not, they might be more likely to spend time learning the new functions because they are paying for the phones.

Also, it is likely that they have chosen their own features and services and are doubly invested in that decision-making process (money and choice).

But even with a personal phone, people might come across something when they are not at work that they need to record to retrieve later. This could look like notes, pictures, or sudden ideas that they want to present to their bosses the next day.

Realize the benefits of using a personal phone for your employer -DeborahClick To Tweet

Instead of passing up the opportunity because you only have your personal cell phone, go ahead and collect the needed information.

This is a great way for you to make a positive impact on your job, especially when you’re experiencing an awesome brainstorm that hit you during your off hours!

Less Expensive

Many companies are trying to do everything that they can to save money. In the current economic climate, businesses are often having trouble staying profitable. It is always a good idea for companies to cut expenses where the costs are not adding value.

From a company perspective, it is less expensive to let employees use their personal phones for work and not to pay for a company phone. Over time, these small savings will add up to something big.

How Do Companies Do It?

Having worked as head of the technology department at various firms, and most notably financial firms, I have some experience in the budget area on this one.

The easiest way to implement personal cell phone use into a corporate structure is to put allowances into place. Doing so is similar to the per diem process for those who travel on behalf of their companies.

In this case, employees receive a certain allowance in order to use their personal phones for company business when the need should arise.

Another way to provide compensation is to have the employees expense the usage. What this entails is for them to export their phone bills (i.e. to an Excel spreadsheet).

They then highlight all of their business calls and calculate what percentage of usage those calls comprised, compared to the overall usage of the phone. The company is responsible for that percentage of their cell phone bill.

The second method generally proves too complicated for most employees. Or they do not revel in the idea of that much math.

The first method, providing an allowance that can help alleviate the phone usage costs, is a much more amicable solution.

So what is the next step? If you happen to be in charge of deciding whether or not to allow personal cell phone use, there you have it!

If not, bring the idea up to your boss. Maybe you can get a promotion for having such an awesome idea for saving your company’s money.

P.S.—For those of you who run your own small business, this is also a consideration for you when you add members to your team.

Consider the benefits of implementing the allowance program and singing its praises. Then you don’t have to worry about the hassle of purchasing phones for all of your contract employees if that was the road you were headed down. Problem solved!