All posts by Steven

Digital Branding

How to Recognize The Top Digital Marketing Agency for Your Brand

Raising brand awareness is one of the primary goals of digital marketing. However, not every company has the time and resources to do all the necessary work that goes into promoting a brand. One way to address this issue is to outsource branding to a third-party, such as a digital marketing agency.

Choosing the right agency for your businesses is not an easy task. If you hire the wrong people, chances are high that you won’t be getting the ROI you wanted. To prevent this from happening, you need to take steps to ensure that a given agency is the right fit for your branding needs.

To help you in this task, we have compiled a list of points you ought to consider while looking for an option that works for you.

Specify Your Branding Needs

Before reaching out to a digital marketing agency, you first need to be clear on what you want to accomplish in doing so. Branding is an undertaking that involves a whole scope of different processes, decisions, and objectives, some of which might be more important to your company than others.

The first thing you need to take into account is your budget. In general, the more you spend on branding, the better the results will be. Just bear in mind that digital marketing is a scalable affair, so you can get a good ROI even for smaller budgets.

Next, you need to choose which digital marketing services you need. Digital marketing agencies usually offer some or all of the following:

  • website design and development
  • content creation
  • search engine optimization
  • social media marketing
  • marketing analytics

Finally, you should be clear on the specific goals that you wish to accomplish. Think in terms of metrics – “raising brand awareness” is a goal that is difficult to measure, whereas “increase traffic by 25% in 3 months” is something you can work with.

Conduct Market Research

Once you have settled on the kind of service you need, it is time to begin browsing online for an agency that fulfills your requirements. Google is a good place to start with your search – just type in the relevant search terms and check the resulting websites.

The about page of a website should be the first place you visit. It should give you some clue as to what you can expect from working with the company in question. Be on the lookout for information regarding their staff, certifications, and technologies they use.

Examine their services next, paying special attention to the pricing model they use. Some companies charge per hour, whereas others set a price for the entire project. If no pricing information is available, you probably move on to your next candidate.

Pay attention to the website itself. A digital marketing agency with a poorly-designed website has no business doing branding work for other people. Be aware that the opposite is not necessarily true – a good-looking site is no guarantee that the services being offered are on par.

Check Your Client’s Reputation

After taking a good look at how a company presents itself, you should see what others have to say as well. Reliable digital marketing agencies won’t hesitate to display customer reviews, testimonials and comments on their own site, but you should broaden the scope of your search just in case.

Do some scouting on social media first. Be on the lookout for influencers that create branding-related content. These individuals will clue you in on who the major players are in the business, in addition to providing valuable advice free of charge.

Next, try getting in touch with your businesses associates, and ask them who they would recommend. If they happen to be clients of the company you are considering to hire, ask them how they feel about the results they got.

It would also be a good idea to ask for a portfolio of some of the branding work the company has done. You can then come to your own conclusion whether what’s on display is worth paying for. If a company refuses to provide a portfolio, that is usually a sign that you should take your business elsewhere.

Watch for Red Flags During Communication

Once you feel you have done enough research, proceed to contact your digital marketing agency of choice. The resulting exchange should tell you all you need to know in order to determine whether this is a company you should do business with. Pay attention to the following red flags while you communicate, as they are clear indicators that something might go wrong down the line.

If they promise to email you supplementary material but fail to do so, this means they are not taking you seriously as a client.

If they use vague or generic answer when responding to your questions, this means that they are not technically proficient to do the work they promised.

If they take too long to respond to your emails, this means that they don’t see you as a priority client, and will not give you the attention you need.

Conclusion

We hope that this guide has shed some light on what is at stake when choosing a digital marketing agency for your branding needs. There are many aspects you need to consider before reaching a final decision, but with enough research and a vigilant attitude, you are certain to find a company that will provide exactly what you are looking for.

Legal Branding

5 Ways Product Labels Can Help Your Branding

Labelling is an essential part of your business process. In fact, it is a part of your product and brand. Labelling pronounces a host of conveniences during a number of core business activities such as logistics, warehousing, and showroom displaying. Not only the efforts of your staff reduce, but also the cost and time involved in the management and sorting the products repress considerably with right labelling practices.

Did you know, that more than 60% of consumers make buying decision-based on the packaging and labelling of a product?

Did you also know that 65% of products go unseen in supermarkets owing to the chaos in shelves and sections?

These facts make enough sense why a business should be focusing on adding more elements to the visual appeal of their product, packaging and labels. How to build his brand’s recognition in the market is one of the first strategies a forward-looking entrepreneur develops. When it comes to branding, quality is not the only factor that a business should be looking at. Quality without a doubt should be the focal point of any success-hungry brand. It is something that you never have to compromise on. It helps you retain your customers.

But, your packaging and labelling are two key add-ons that support your brand building efforts among your audience. If your product looks good and your label shows useful and valuable information, the customer will most likely see it, pick it, read it, and might give it a try.

Spread the word

The consumer base of an infant brand solidifies swiftly with word-of-mouth marketing done by its first-time consumers. The WOM marketing is effectively free of cost and a brand does not have to invest a single penny on this. However, there certainly are some investments required to add quality to your product and some appeal to your labelling.

Quality in your product will give you returning customers. They will then spread the word about your quality and suggest their loved ones to use your product. Here comes the application of your product packaging and labelling. Your logo or your unique label will help the ones convinced through word of the mouth find or demand your product.

Almost all brands, whether emerging or established, invest in quality and look of their product, just to ascertain that their products catch the attention of consumers at the very first glance. It is, in reality, one of their core strategies.

Increase on-shelf visibility

Not seen not bought. To be seen in the market, your product needs to look good and most importantly, “unique”.

There is a direct connection between your sales and visibility! The more you are seen, the more you are sold. There is no denying that shelf placement also plays a crucial role in your sales.

For a newly-established business, gaining visibility in the market which already is packed with countless similar brands, is among the top challenges. However, if you have got your labels designed and printed by a professional service for custom labels, things will be easier for you.

For better visibility, it is imperative that you design your product’s appeal rigorously; get the first draft printed and quality checked; and then, the final draft printed and distributed.

Display brand information

How would a customer know it is your product if there will be no information about you on your product’s label? Almost every brand makes an effective use of labelling for this very purpose.

You are trying to establish yourself in the market. The best way is to advertise on different media. Another great way is to do it through your uniquely designed labels. You can write about the brand message, in addition to your promise regarding the quality of your product, your post-sale service, or anything persuasive.

The logo also gets a place on your label, and that is how your product gets your identity. It would now become easier for your customers to find and recognize your products.

Promote your offers

What else you can do through labels is to let your audience know about your ongoing promotional offers. This is a very common practice in stores, where each shelf or section has its own label displaying the very offer applicable for that particular shelf or section.

You can get custom labels designed and printed in bulk for each of your upcoming discount-offering deals. And as per the strategically chosen time, paste or distribute those labels in the store to avoid delays.

Promoting your seasonal offers is a great way to promote your brand. Giving your customers freebies such as coffee mugs with a custom printed message along with your logo or brand name can help you establish your brand.

Product Information

So, we have talked about how labelling speeds up the effectiveness of your promotional offers, promotional messages, brand information, on-shelf visibility and consumer base. But, here is something unavoidable.

In many states and countries, the law abides businesses to give all relevant and necessary information about the product on its label. Pertinent inputs including ingredients, how to and how not to use the product, conditions, and other ins and outs about the product should get a mention of the packaging label.

Additionally, the date of manufacturing, the date of expiry, production batch number, weight, and rate should be there on the label. All such pieces of information can be codified into a barcode pattern, which has become a trend these days; plus it brings your customers to your website.

So, never ever miss giving product information on your packaging. Without that, your product might be rejected authoritatively.

Here is an informative piece that explains the step-by-step process of creating product labels.

Bottom Line

There you go. Labelling delivers noteworthy benefits. It helps you establish your brand in multiple ways. Effectively-designed and timely-distributed labels allow you to gain momentum in the market influenced by brands of the same nature. However, what is essential is putting the right label on the right product (at the right time, if it is a part of your seasonal promotional event).

Not just your products, but also your labels and packaging – everything needs to be tested for quality stepwise. It is vital because you would never want your labels to have misleading or textually or grammatically incorrect information. One single misrepresentation can put a mark on your brand image. If you are making efforts to establish your brand, then such blunders can toughen your way significantly.

To transform into a real professional, consider Amazon FBA courses to get the best training available.

Legal Branding

Data Breaches are Soaring

2017 was a high-profile year for cyber attacks. Hundreds of millions of Americans were exposed to massive breaches at Equifax, Yahoo, and others. But while a few instances may have dominated headlines, the story of 2017 was how data breaches soared overall.

Data released by the non-profit Theft Resource Center brings the issue into stark relief. In 2017 there were 1,300 significant breaches at US organizations including businesses and government agencies. In 2005 there were less than 200 comparable instances.

The researchers are careful to point out that the numbers may not be as stark as they seem. Companies are now required or compelled to report breaches, which would inflate numbers over a decade ago. Unfortunately, there is plenty of other evidence to suggest that data breaches are becoming more common and more frequent.

The New Definition of Massive

We are used to hearing about data breaches that affect millions of consumers and involve huge amounts of stolen data. But since these massive attacks are so common, it’s hard to notice that they’re growing as well.

The cybersecurity firm Gemalto estimates that 2.6 billion records were stolen over the course of 2017, which is an 88 percent increase over the previous year. That means hackers have multiple personal records on most people in the country.

The Gemalto data also highlights that theft isn’t the only troubling issue. The firm estimates that 1.9 billion records were lost accidentally. This could be due to improper disposal, misconfigured databases, or basic human error. Regardless, the total is 580 percent higher than the previous year. Hackers are troubling, but even simple mistakes can have huge consequences.

The New Definition of Cybersecurity

Cybersecurity was already an urgent issue headed into 2017. It’s not like companies were caught off-guard by the problem and suffered larger breaches as a result. The troubling fact is that companies invested a ton of time, energy, and money in cybersecurity. Yet breaches still skyrocketed.

That is leading many to rethink the shortsighted nature of cybersecurity. Historically it has focused on prevention and deflection, basically keeping threats out of networks. But after years of failed efforts, companies are considering the other half of the equation. Understanding that incidents are inevitable, responding to problems and mitigating damage are new priorities.

That is leading companies to create detailed response plans, organize emergency IT teams, and practice crisis PR. They are also taking out cyber policy insurance in order to insulate themselves from fines, penalties, and lawsuits. Companies increasingly understand that even if they can’t avoid cyber incidents, they can avoid the worst of the damage.

By the end of 2018, we will likely have recorded some new lows in cybersecurity. Hacking is a lucrative enterprise, which is why cyber criminals are more motivated than ever. Unfortunately, there is no reason to expect data breaches to decline next year or anytime in the near future.

Investing more in protection is the only practical and prudent way to respond. The key thing is not to invest short-shortsightedly. Protecting against threats is important, but so is recovering from them on sound and stable footing.

SaaS Branding

5 SaaS Product Trial Strategies to Put in Place

Guest author: Molly Gibson Kirby

You know your SaaS company has a really good free trial, but are enough people converting to paying customers after the trial?

Probably not.

Typical trial conversion rates from a visitor to a customer in SaaS are 2%. This means if you have 10,000 web visitors, 200 will become free trial users and 30 of those users will become paying customers. Increasing these numbers are one of the biggest pain points for SaaS marketing departments.

In order to get your trial users to become paying customers, you need to make your free demo something these prospects can’t live without.

If you want to better your SaaS free trial, you need to change your strategy. It is possible to upgrade your conversion rate from 2% and that’s where this article comes into play.

In this article, we’re sharing 5 effective SaaS product trial strategies you can start using today to acquire more paying customers.

Two Types of SaaS Trials

For the majority of software products, the question isn’t – should I have a free trial? The question is – what sort of free trial should I have?

When creating a SaaS product trial, it’s important to note which type of trial your company is offering. Below are the two different types to decide between.

Opt-out Free

Opt-out trials are the free trials that require a credit card to begin. The free trial will turn over into a subscription at the end of the trial if the prospect does not opt-out.  If a free trial requires a credit card, the average visitor to retained customer conversion rate is around 0.6%.

This type of trial needs to have hard work behind it in order to get people to give out their credit card information before the trial even begins.

Opt-in Free

The Opt-in trials are the free trials that can be started without a credit card. Prospects will need to opt-in to a subscription by providing payment details during or after the trial is finished.

According to Totango, if a credit card is not required, the visitor to retained customer conversion rate increases to approximately 1.2%.

This type of trial needs to have hard work behind it to get people to become customers once the trial is up.

Now that you understand the types of free SaaS product trials, let’s get started on the strategies we know that help boost product trial ROI.

Make Sign Up Simple

The fewer barriers that you put in the way, the more likely it is that people will sign up and opt-in for your SaaS trial.

Consider what information your SaaS company needs for the free trial. This goes back to the two types of trial sign-ups. Are you going to do an opt-in or an opt-out free demo? This will determine if credit card information is needed in the form.

Keep the signup short, don’t ask for a separate username, simply use their email as a username.

Also, consider using social logins for account creation. This has become a popular feature for many SaaS companies and makes it easier for people to get started on their free trial without wasting time inputting all their information.

Create Engaging Content

In addition to having a free trial, creating content that relates to the SaaS demo is pivotal.

Users may have questions or concerns about the trial. Having the content that answers these questions will allow them to feel like your SaaS company is credible and authoritative. Start by creating a landing page for your free trial. Include an FAQ section on this page and a how-to guide on using the software, so people see it right when they sign up. Then make sure you have content regarding the free trial and how it can solve a customer’s problem on your blog.

Once you have these key pieces of content, get creative and begin to think of other ways to add valuable and educational content where it fits.

Show Your Value

However good your SaaS product is, the simple truth is that no-one will buy it if they don’t believe they need it. You need to show people what your product can do for them.

Articulate your value proposition on your website, landing page, content and in all marketing campaigns. Once you do that, any visitor should be able to tell what you offer, who needs it, what they will gain having it and finally, why they should choose your company.

Take Salesforce for example.

On their 30-day free trial landing page, they provide everything we just mentioned above.

Value Proposition: Sell Faster. Sell Smarter. Sell the way you want.

What’s offered: Sales Cloud

Who needs it: Canadian companies with a focus on sales managers

What they gain: lead management, opportunity management, sales forecasting and a mobile sales office.

Why choose Salesforce: Trusted by thousands of Canadian customers.

Salesforce does an incredible job at showing their value without sounding too preachy. When creating your SaaS free trial landing page, be sure to include these five sections we just mentioned.

Fix Your CTA

The effectiveness of your Call to Action (CTA) can make or break your marketing. It is the one piece that actually gets your visitors to take action – hence the name. A CTA should make visitors want your product, it should create an urgency for signing up and it should be an easy-to-use form!

Make your CTA visible on the homepage. This allows new visitors to see the CTA, hook them into thinking they need to try the free trial and have them easily sign up right then and there.

Exit Survey

On the same note as engagement, it’s imperative that you conduct an exit survey once someone is finished their free SaaS trial. If a user doesn’t move to a paid plan, it’s valuable to know why. After a week of not upgrading, an email should be sent out to ask why they cancelled.

Sometimes they leave because it wasn’t what they were looking for, but sometimes they’re not fans of a specific part of the trial/software. The latter reason usually can be fixed with needed changes or upgrades to the software.

As you may have noticed, user feedback is key when bettering your SaaS trial.

In the End

In the end, if you apply these strategies and tips, your SaaS trial should perform better. It’s possible for the conversion rate from a trial user to a paying customer to increase from 2%. It will just take time, commitment, user feedback and a handful of a/b tests.

Are you ready to better your SaaS product Trial ROI?

 

Author’s Bio 

Molly Gibson Kirby is a writer and marketing strategist at Roketto, an inbound marketing agency in British Columbia. She dives deep into the world of inbound marketing on a daily basis and writes about this fundamental shift in business on Roketto’s blog. When not writing, she’s either on her yoga mat or getting lost in a new book.

Local Branding

6 Sure-fire Security Practices to Avoid Theft and Minimize Employee Fraud

Imagine an intruder or a fraudulent employee walks through an open door and steals valuable properties such as fixtures, cash, and intellectual property of the business. Or vandalism on off-shift that shuts down the production line for days, costing a significant budget for the company.

These are some examples of weak security systems and procedures that should never happen to your business. In fact, a study shows that 33% of business bankruptcies are because of employee theft. When the businesses protocols are under control, the operation of the company will run smoothly, as well as keeping its people safe and comfortable.

But when the security system fails, it can leave the company a disastrous effect. To avoid this and other unfortunate events, consider the following steps to safeguard your business better.

Perform a Risk Assessment

Start by determining on what your company does and the things involved including your premises, employees, equipment, and many more. Then distinguish the key risks which can include both external dangers, and internal threats such as employee fraud or accidents caused by improper safety equipment and procedures.

Assess the possibility of each risk, and determine how severe the result would be. Further, prioritize to manage business risks that will be most likely to have a significant impact.

Set a Code of Conduct

A business owner should create a code of proper conduct. This document should define what acceptable or appropriate behavior within business premises is, and what consequences there will be if a staff violates the terms.

Though this text doesn’t need to describe all necessary actions, it’s best to plan for critical areas such as keeping sensitive information safe, protecting the property of the company. More so, you should communicate the code of conduct to your staff upon hiring, and they should sign that they will follow it.

Secure Your Business Premises

It seems like an obvious idea, but some business owners tend to forget about the importance of adequate physical security.

Thus, if need, strengthen or upgrade doors, install security lighting, and fit window locks. Each can prevent burglars since some robberies are unplanned. If the access points are exposed, consider installing a CCTV, but take note that data protection rules may apply.

Also, if you don’t have an alarm system installed, make sure you get a fitted one and hang some signs as a warning of its presence. In addition to that, consider installing either shutters or grilles, but you may need planning approval from your local committee.

Separate and Monitor Employee Duties

The tasks you should be concerned about the most are those of the employees who handle merchandise and do your bookkeeping. Hence, consider distributing the duties to your employees.

For instance, the staff who works on your bank reconciliation should not be the one who is going to pay the bills. Or, the employee who takes in stock for sale shouldn’t be the person who decides if a product should be scrapped or the one who inputs the purchase of a product.

Assign a Floor Marshall

In some cases, it’s almost impossible to recognize every new employee, vendor, or contractor, especially on large companies. Indeed, intruders may take this opportunity to attack.

With regards to that, if the visitor management policy is not existing within the business, it can be a way for them to gain access to an office, steal property or information, or may harm physically. To prevent that from happening, assigning a floor marshall is a straight and efficient way to help protect your premises against such intruders.

Regular Review and Revise

The truth is, it’s not enough to only put these procedures in place. You and your top officials must also take time to review and revise your security measures. Evaluate and make sure you address all the items on your checklist. Then, set some key steps to make sure that slippages are within a right range.

An example, study your rate of inventory turnover this year and compare it with the last few years of operation to whether fraud is involved.

Takeaway

It’s apparent that these security measures may be costly and time-consuming. But they consume far less expense and time than losing company assets caused by intruders, or employee theft.

Securing your business premises can probably the most effective way to protect your business’ property, and locksmithman.ca and other security services can help you with this process.

 

Local BrandingSaaS Branding

Journalistic Ethics in Social Media

Modern realities and the development of technologies give impetus to the new challenges that confront the representatives of public professions. This is relevant for journalists and the ways of use of information. The journalist is responsible by his own name for the content of the materials under which his signature stands, and before issuing a new product, he should check the reliability and objectivity of information.

The journalist always works for the audience. He should be aware that in any, even informal, setting, the audience can associate him with the media in which he works. It can position his personal views as the editorial culture. Being active in social networks, a journalist should understand that the social utilities themselves are not a mass media tool, but he is also responsible for the information disseminated in them.

Social Networks Changes the Communication Model

The issue of reassessing and supplementing professional ethical standards of a journalist became relevant in the early 2000s in connection with the beginning of the development of public utilities on the Internet. Now, this issue is complicated with the widespread of research paper services as well. Ethical conflicts associated with the activities of journalists and ordinary users in public utilities began to appear in the global media sphere.

Photo credit https://www.flickr.com/photos/rosauraochoa/3256859352/

Public utilities are a great way to keep in touch with the audience with limited resources. They provide an opportunity to:

  • moderate comments and improve their quality;
  • instantly respond to changes in the behavior of the audience and adjust the activities of the media;
  • conduct surveys and competitions;
  • react quickly to news;
  • receive news from the audience and keep in touch with newsmakers; convert news feeds to a source of information (the social network functions as a news aggregator);
  • draw attention to the main site of the publication (analysis of the number of transitions from the publication page to the mainstream Internet media);
  • develop a personal brand of a journalist;
  • study the interests of the audience by the number of likes to each specific material,
  • promote journalistic texts and the media;
  • form a system of incentives for journalistic work, depending on the number of likes and reposts.

However, there is the problem of artificial increase in likes – promotion of this or that news, informational outfit. This is also one of the problematic aspects of journalistic ethics in public utilities.

Ethics in Public Networks

Communications within public utilities are initially presented as mixed. A person registering an account on a social network is declared as his “owner”. He is given the right to disclose his personal data, establish links with other users of the service, distribute information for individual users (groups of users), and for an unlimited number of persons. Services allow the simultaneous use of various types of communication, including mass one.

Thus, users of the social network get the opportunity to broadcast mass information without the help of the media, which acted as an “ethical filter” and allowed only information that met the requirements of professional ethics in the sphere of mass communication. In other words, there are no previous mechanisms of corporate self-regulation.

For a professional journalist who uses public utilities for personal purposes, the situation is complicated by the “bifurcation” of his communication role. He faces a double representation. First, the journalist, within the scope of his job duties, is a professional communicator who identifies himself with the editorial staff of the media. Secondly, he is a private person who has the right to distribute in public utilities any information within the framework of current legislation and service rules. At the same time, a journalist can designate his profession, position, place of work in public utilities, and talk about his professional activities. This is not prohibited by law and professional ethical codes.

In this case, for the remaining participants of the social network, he is already beginning to act not so much as an individual, but as a member of a specific media, a priori representing the editorial position. In this field, conflicts arise for a person in a “public” profession, implying increased ethical demands on the part of society (officials, judges, politicians, police, journalists, etc.). In these conflicts, corporate ethical demands and personal judgments may contradict each other.

However, there is a positive side as well. The rapid development of public networks in many ways facilitated the work of a journalist to find information about the heroes of the publication. Social networks do not replace traditional methods of journalism. But they can be a help in solving complex journalistic problems. In addition, it is necessary to comply with the norms of professional ethics in the use and dissemination of personal information of users. In social networks, biographical information is easily accessible, as well as photos that journalists use for publication in the newspaper without obtaining the consent of the hero. A journalist does not always check the validity of the data specified in the account and uses them as reliable facts.

What are the Possible Conflicts?

Conflicts of interest in social networks are a certain complexity. If professional journalism declares the desire for objectivity, covering conflicts from different sides, then users of social networks do not aspire to this. Moreover, in social networks, “guerrilla” methods have become increasingly used. The participants in the conflict themselves are included in the dissemination of biased information, disguised as ordinary uninterested users of the network. A separate ethical problem is a distribution through the social networks of images (photographs, video recordings).

Photo credit https://www.flickr.com/photos/alborotadores/5082214184/ 

Here there is a whole complex of issues, which is connected with copyright, interference with privacy, with the lack of permission of persons photographed or videotaped, with the publication of materials of shocking, offensive character and other undesirable information.

In Search of Decisions

The above-mentioned ethical issues are already discussed in the literature. There are already research projects devoted to the problem under discussion. Many editions of the world’s leading media included requirements for the behavior of employees in social networks in their corporate standards.

Conclusion

  1. New challenges in the field of journalistic ethics are connected:
  • with the peculiarity of a double representation of the subject of communication in social networks (public and the private person at the same time);
  • with a lack of social responsibility for disseminating information from users of social networks;
  • with the inability in some cases to verify the reliability of the information disseminated;
  • with the technical features of social networks.
  1. New ethical problems fall into two directions:
  • ethical regulation of information behavior of ordinary users;
  • professional ethics of journalists in social networks.
  1. The solution of the problem of the ethical activity of ordinary users lies in the sphere of self-regulation of a particular social network according to previously announced rules. In the event that information from social networks is used by professional journalists, they must take care of filtering, editing information and verifying its reliability.

4. The decision of a question of a parity of the private and public (corporate) element in personal blogs and pages of journalists practically dares at a level inside the editorial policy. In this regard, there has been a tendency to restrict freedom of expression to journalists who claim to belong to a particular media in a social network. These restrictions relate, as a rule, to statements of political preferences, the dissemination of confidential information, links to commercial structures and harsh expressions that can offend or degrade one’s reputation.

Local Branding

How to manage Your Rebranding

Rebranding your company can be a very important but very stressful process. If you are currently going through this process, then you have probably spent the last few months in the planning stage, trying to figure out how to go about it in the best way. It can be easy to get overwhelmed by the amounts of things that need to be done during the rebranding process which is why we have written this article to give you some tips on how to manage it. Keep reading if you’d like to find out more about this.

Plan Carefully

Before you get started on your rebrand, you need to plan carefully. You need to know why you are rebranding and what you are trying to change. If you don’t do your research properly then you might find that your rebrand will be a waste of time and you would have been better off sticking with the same branding. Plan accordingly and establish a clear strategy of how you want everything to happen. Don’t let yourself get carried away with rebranding before thinking through the consequences of your decision.

Manage Tasks

If you are rebranding a large company, you might find that there are a lot of things that need to be changed and a lot of things that need to be organized. For a company with a large team of people, it can be difficult to ensure that all tasks have been completed in time for the rebranding launch date. This is why you should consider making use of a workflow system like a Kanban board. So, what is a Kanban board? Well, a Kanban board uses different columns to organize tasks into things that need to be done, things that are in progress and others that have been completed. Make sure to do some more research about how a Kanban board works before getting started.

Create A Timeline

If you are going to rebrand your company, then you need to make sure that you create a timeline of how you want everything to go. You’ll need to make sure that you get all of your tasks completed on time and creating a timeline will help you to organize your tasks. Make to create a realistic timeline as if you try to rush things you might find that your rebranding does not go as well as you’d like. If you need some extra help with this, you could download some software that can take you through the steps in order to complete a good timeline that is easy to follow. Make sure to share your timeline with everyone who needs it in order to keep everyone on the same page with what needs to be done first.

Market Research

Before your rebranding gets underway, you should ensure that you are going in the right direction. If you are able to do extensive market research before the process begins, you can trust that you will have a successful project. You should also ensure that you conduct more research as the process goes on. Talk to your clients, find out if they will continue to use your services after the rebrand and find a good middle ground. Working with others on the rebrand will ensure that you are happy with your end result and you won’t have to do it all over again anytime soon. If you do your research properly then you’ll be able to manage your rebrand a lot easier.

Establish A Clear Budget

If you don’t set yourself a budget before the rebrand then you might find that you spend a lot more than you need to on the project. You need to set yourself a budget and try to stick to it where you can. This will help you to manage the whole project a lot easier and you can ensure that you will be happy with the process that you have undergone. When you are setting yourself a budget you should also remember that not everything goes to plan,and you should account for any issues that might arise in the rebranding process. Try your best to stick to the budget to ensure that you don’t end up spending more than you’ll make back over this whole process.

Final Thoughts

Deciding to rebrand your company is not a something which should be taken lightly. You need to make sure that you know exactly what you are getting yourself in to and you need to know what you need to change about your company. Don’t let yourself get carried away with the whole process, stick to your timeline and you’ll soon have your company back up and run. Organise yourself and your team effectively and your rebranding will be a success.

Local Branding

5 Business Risks You Take When You Become a Sole Proprietor

As a sole proprietor, you take on many inherent risks alone. There is nobody else to share the responsibilities, and any results of economic rewards or challenges would be only yours. It’s not easy to run a solo enterprise, but Gov Doc Filing makes it easier by providing the forms needed to apply for an entity and offer fast, simple, and secure processing through their simplified sole proprietor, S-Corp, C-Corp, and LLC forms online. They also provide forms to apply for an Employer Identification Number if needed.

Top Risks of a Sole Proprietor

  1. Limited Earnings – There are only you and a limited number of hours in a day. You also need to eat and rest. Even with hired help, the majority of the work lands on you. Your earnings are limited on how much you are able to accomplish each day. It is common for people with financial problems not to be clear about what they are pursuing (absence of goals) and, if they have them, they are vague, unrealistic or incompatible with their budget. What is not measured is not controlled.
  2. Poor Credit – When deciding to extend credit as a sole proprietor, lenders take your personal finances into account. All your personal spending habits have an impact on your ability to gain credit. It is important that you maintain an excellent credit rating as a sole business owner. It is associated with the possibility of defaults occurring in the established time and manner, which may involve loss of principal and interest, a decrease of cash flow, generation of expenses associated with the recovery processes, etc.
  3. Financial Errors – In addition to completing work for your business, you must also carefully monitor your finances. As a sole proprietor, managing your own books can be risky. Consider hiring an accountant or make it a habit to enter your income and expenses in a daily log or spreadsheet.
  4. Being Sued – A great benefit of incorporating your business is the layer of protection it provides. It is possible to lose all your personal property if you are sued.
  5. High Tax Bills – Although most expenses related to your business can be deducted on your income taxes, your tax burden may be increased from the self-employment taxes you must pay. Your habit of saving is deficient or nonexistent, you do not pay your credit cards, pay loans, understand how normal to acquire everything on credit, as well as paying delinquencies for overdrafts and late payments.

Before wanting to make any comment about it, it is necessary to know the variable and the risk concept with which we live in a day-to-day in a financial institution. In very simple terms there is risk in any situation where we do not know exactly what will happen in the future. Elsewhere Risk is synonymous with Uncertainty, it is the difficulty of being able to predict what will happen. Risk is part of life itself, it is up to us to manage it by becoming aware of the situations that lead us to it and applying the corrective measures to avoid them, as long as it is within our reach.

Digital Branding

The Importance of Personalization in E-commerce Industry – Tailored for your Customer

 

‘’ Men are like wine – Some turn to vinegar, but the best improve with age‘’ – Pope John XXIII

Just like wine, personalization has been aging gracefully and has come of age. Today, personalization has become contextual and is heavily leveraged by data. User experience in Human Computer Interaction will be divergent in the near future as the Artificial Intelligence which we interact with becomes more aware of the context of interactions. Presently, using purchase histories, the algorithm suggests items for buying products based on the customer’s buying and behavior pattern analysis.

According to a study, approximate 65% were sent an email from a brand. Out of those of 65%, 82% opened the email as the subject line was customized.

 

Marketers are hacking this simple marketing trick to improve conversion rates. Marketers who correlate impact of personalization on conversion rate see an average rise of approximate 19% in online sales. Most companies make personalization a top priority.

Today, personalization can be done at multiple channels and customer touch points through CRM tools. Consumers know that they are being tracked online for marketing purposes and they react positively for personalized experiences. A recent poll on what activities consumers online are likely to indulge on websites that personalize their experiences shows that approximately 50% would come back to the website and 46% would buy products and services from the website.

As the stats echo personalization is required for creating brand affinity and loyalty. Personalization provides meaningful experiences to consumers at every touch point. Data is a key enabler and a powerful predictor of customer’s daily activities and acts as a template for gaining useful insights.

E-commerce websites have been incorporated with semantics enhanced strategies and time aware recommendations. Most companies keep personalization as their top priority. However, they fail to implement it because of multiple user interfaces, pricing policies, and customized check out methodologies.

Psychological effects such as emotions and attention along with the change of perceptions can be triggered through visually appealing user interfaces and layouts. This is a great guide on marketing and engaging with a distracted customer. So why do people crave for personalized products?

According to me, personalization is something similar to garnishing an already expensive dish. Garnishing is an easy way to ensure the food looks as good as it tastes. Many e-commerce industries provide great customer experiences through an implementation of customer relationship management software.

Service CRM handles personalization so effectively that it brings the spotlight onto the customers and makes them the centre of attraction. When you are getting something focused towards you, it creates a sense of ownership. How many times have you got Goosebumps when your close friend or wife calls you by your first name? Hearing name triggers greater brain activity and more and more organizations are now understanding that addressing and remembering customer names are a key to winning that person over. CRM tools can send automated messages with customer names during wedding anniversary or birthdays.

Some of the other methods that marketers use to create personalization are through programmatic marketing, retargeting, proximity marketing, and consumer owned contents. Using programmatic marketing, buyers are served ads based on their needs and preferences. Retargeting, on the other hand, is a cookie based technology to follow buyers as they move from one website to another. Retargeting helps customers based on their online practices and intentions.

Proximity marketing lets marketers target buyers based on where they visit offline. Consumer owned content may include adding customers Instagram photos after their product purchase or by providing links to customer’s Facebook or Twitter posts.

Personalization reduces information overload on the customer and provides them with internal sense of control. More and more online retailers are allowing customers to customize their products based on their preferences online. Users take delight in designing the products as they have greater flexibility to add colors and accessories. This generates high website engagement.

Customers become the participants in the product development cycle. They are effectively converted from buyers to customer advocates. Custom designs can be created with product personalization software. Some of the highly accepted customizable products online include T-shirts, furniture, laptop skins and posters.

Customer metrics can be procured through service CRM and loyalty programs may be created. Send right emails and messages to the right person at the right time by using service CRM software. No customer wants to feel like a number, they want to feel understood and valued. So, personalized stories based on products can be created. Personal stories can move both the heart and the mind.

‘’The ability to see our lives as stories and share those stories with others is at the core of what it means to be human‘’ – John Capecci and Timothy Cage.

CRM tools can effectively bridge the gap between customer’s preferences and big data as both can be merged for gaining productive insights regarding consumer behavior for targeted marketing strategies. Personalization can be effective paraphernalia for business dominance in the competitive market.

Digital Branding

Healthcare Marketing: Five Google Analytics Features You Should Use

If you are marketing a medical or a healthcare website, the web analytics should be an essential component of your online strategy. And Google Analytics is known to be the most effective tool helping to understand your online audience and to find out what content they enjoy and which platforms they use. It’s also quite handy when it comes to determining their conversion rate. Regardless of the size of your medical practice, introducing Google Analytics to your digital marketing can help you to utilize the use of your budget.

 

More than a half of medical marketing professionals are already using Google Analytics. However, most of them are missing out on the features which may help to transform the online presence, as well as bring even more consumers and profit.

 

Here are five ‘hidden’ features of Google Analytics that only a few people actively use:

  1. Website Search

These days almost every website has a search bar for visitors to find the information they are looking for. The availability of this feature is not only crucial for your website usability but also can help you to understand what information you need to include on your website. And the Site Search feature of Google analytics can help you to retrieve this data. By using this tool, you will be able to find out which products and services are valuable to your visitors, as well as measure your website’s usability.

 

You can enable the Site Search feature in the Admin section of your Google Analytics account. Just follow these steps:

 

  • Go to Admin section
  • Click on “View Settings” under the website you would like to track
  • Scroll down to the bottom of the page
  • Turn the switch on and fill in two fields with the website’s search parameters. Search parameters are the words and phrases that precede a query in your URL.
  • Enter search parameters into the Query Parameter section and everything except specific search terms will be filtered out from your report.

 

If you did this correctly, you would be able to view the search data under the Site Search segment of the Behavior section under your Google Analytics’ account reports.

  1. Weighted Sort

When examining the performance of your website pages, you can quickly sort the Google Analytics table by the number of ‘page views’ and ‘bounce rate.’ You can do it by clicking on the particular heading. Yet, just sorting the table by one attribute of your choice may not give you the full view, since arranging by bounce rate won’t put your pages in order by traffic volume and vice versa.

 

The Weighted Sort feature may help you with that. It allows Google Analytics users to see which pages have both high traffic volume and bounce rate. This information is useful to spot the conversion opportunities you missed. Moreover, it is easy to activate and use Weighted Sort feature. Just click the “Bounce Rate” column header to sort all your rows, and then click on the drop-down menu next to “Sort Type” and select “Weighted” from the list. The first page in the list will have the highest bounce rate as well as page views.

  1. Trackbacks

It is easy to get lost in Google Analytics with its numerous valuable features. Yet, there is a section which is dedicated to social media and can help you to measure its impact on your healthcare website SEO. This function is called ‘Trackbacks’. It helps you to see who engaged with your website content, including blog articles, downloadable content or even with any product page. You can check how many times the same URL linked to your site, as well as separate passive visitors from active (engaged) ones.

 

It is essential to note that whenever you have an opportunity to share your content or to co-sponsor an event, you should also approach it as an excellent opportunity for the link building. Link building is a crucial part of successful healthcare SEO strategy.

  1. Funnel Visualization

The Funnel Visualization feature under Google Analytics helps to analyze the journey of your website visitors. It shows the path of your visitor through the site until they abandoned their original way, visited pages and left the website.

 

The principal focus of the Funnel Visualization feature is measuring the website’s conversion rate. And if you have ‘Goals’ set up, you can monitor what prevents users from reaching your goals, i.e., making a decision, booking an appointment, contacting you or purchasing something. The Funnel Visualization is the way to track which marketing campaigns perform well and which are not. At the same time, it provides a deep understanding of visitors’ drop-offs from the web pages and ways to optimize them for more conversions.

  1. Remarketing Lists

Remarketing is known to be one of the most powerful tactics healthcare marketers should use. And Google Analytics’ Remarketing feature can help you to capture the potential clients who didn’t convert the first time they visited your website. It is used to optimize the message which didn’t work the first time around. Thus, it gives you a second chance to convert website visitors into customers. Moreover, it allows you to spend less on your advertisement.

 

It is essential to note that the Remarketing feature works with Google AdWords accounts. It helps you to create lists of potential customers and target them during your future marketing campaigns. Unfortunately, it is not possible to use this feature without an active Google AdWords account.

 

To turn on this feature, please follow these simple steps:

  • Under Admin section of your Google Analytics find Property column and click on “Remarketing” under it
  • Click on “Audiences” drop down to create custom audiences
  • Let Google create it with the help of a Smart list or create your list based on new and returning visitors of the website. You can also create such a list using the particular website page visitors who reached a predefined milestone or purchased something.

Once the audience created, you can add it to your future advertising campaigns at Google Adwords.  Google Analytics limits you to 2000 remarketing audience lists per account.

Keep abreast of Google Analytics improvements and updates

Google Analytics often updates its interface and adds new features, so even the most frequent users can miss out something. So it is very crucial to repeatedly look through your analytics account to find out which new features are added.

 

For your comfort, Google has released numerous training sessions and study materials to watch and read to get acquired with this powerful tool. Moreover, it is possible to get certificates by passing free exams available online.

 

Google Analytics is highly critical for search engine optimization (SEO); it allows measuring the return of your link building, content marketing, and social media efforts. And the mindful use of Google Analytics, which is easy to install and setup, may do wonders. It can help you not only to measure your rankings, but also to check whether your website provides your visitor with the information they had been looking for.

 

Spend some time on the research of features, and no doubts you will understand how your website is converting (or not converting) your visitors.