Category: Legal Branding

Legal Branding

Workplace Sexual Crimes – How To Protect Your Employees And Your Reputation

Unlike other criminal offenses, sexual assaults behold a stigmatic reputation in society. They are not considered as a crime against the law, but rather against humanity. Perhaps, these crimes can take several forms including rapes, demeanor, or objectionable display.

Moreover, sexual crimes are not associated with any particular place or gender. That being said, victims of such crimes can also be found in offices and commercial spaces. A boss harassing her secretary for sexual favors or a woman using her sexuality to accelerate progress in an organization are some common workplace sexual crimes.

However, it is not only the victim that has to suffer the brunt of social stigma. In fact, the organization’s reputation is also tarnished by such crimes.

Gender Selective Recruitment Is No More A Choice

For several reasons, companies prefer hiring a specific gender over the other. For example, male janitors are usually preferred for cleaning tasks in the men’s facilities. Likewise, for office kitchens and cafeterias, women employees are given preference over male candidates. Although such preferences are a company’s sole discretion, once it is established that the company is involved in a sexual crime such preferences no longer remain a choice. In other words, candidates start applying selectively, and even more so, there may be a reduced flux of applications for any job openings in the company.

Peers May Also Be Affected

One of the hardest blows that any brand could expect if an employee is found guilty of sexual assaults is reduced business. Here, the business would formally refer to the number of customers for a brand and the subsequent revenue it generates from them. Of course, people would not prefer to endorse products from a brand that cannot check sexual crimes among their employees. As the experts from Belenlawfirm.com explains, brands should invest in criminal defense attorneys who can help restore their image among their peers. There may be chances of false allegations from the plaintiff or the victim. An experienced lawyer would either help completely overrule the allegations or suggest a corrective course of action. Subsequently, it would help establish the brand’s image as a responsible employer. And therefore, mitigate the risks of losing peers.

Evidently, such declines in the workforce and peers for a business would mean nothing else than doom for the brand. However, these risks can be mitigated if brands could implement certain rules and regulations to check any such crime.

Encourage Employees To Come Forth

Most of the time, either the victims of the crime do not come forth or the companies suppress their voice to do so. Any such incident could only encourage defaulters and the wicked to commit more such crimes. Before the situation gets any worse, it is best to check and rectify the errors. And one way to do this is to encourage the employees to come forth and raise their voices. In fact, it is even better to file a complaint with the authorities on both fronts- the legal system and the company.

Educating The Team To Be Collective

Another way to keep a check on sexual crimes is by educating the employees about gender equality. Needless to say, when people treat their fellow employees with the same respect, the chances of any such crimes are quite low. In fact, it is even better to educate the employees about thinking of themselves as a single unit, a team. When people think of others as cognitive parts essential for their own growth and development, they are more likely to respect other’s likes and dislikes. And of course, any such act is only a crime when there is no mutual consent.

Implementing Penalties & Punishments

Most importantly, companies must implement penalties and punishments for offenders. Although the companies cannot punish physically, they can still charge severe social punishments for the offenders. In fact, several companies do not entertain any indecent act in the office premises which may offend either any gender or community.

When a brand stands up against any offense or a crime, it reinforces the brand’s hold over the market. For example, if a clothing brand starts hiring differently-abled models to promote their products, they may induce a sense of natural beauty amongst their buyers. It would only bring in positive results for the brand. Similarly, when a brand stands against sexual assaults and crimes on their premises, they propagate the idea of a safer working place for all genders.

In the end, there’s no single victim to such crimes, but several others also bear the impact of wrongs done by someone.

Legal Branding

How Drug Charges Can Impact Your Personal Brand and Your Life

Possession of illegal drugs most often is a misdemeanour that can carry a jail term depending on the severity of the offence. Distribution of illegal drugs or possession with intent to distribute illicit drugs, on the other hand, is a serious criminal offence that can lead to long sentences behind bars. All in all, any type of drug-related charge has the potential to damage your reputation and affect your life negatively. Let us take a look at how drug charges may affect you and what to do about it.

Permanent criminal record

Drug-related offences can range from possession of marijuana to the sale and distribution of hard drugs like cocaine and heroin. Such offences, commonly referred to as Controlled Dangerous Substance (CDS) offences, will certainly affect your life negatively. Remember, a criminal record after the charges will be available to anyone to see, including your potential employer.

Thus, the criminal record could show up anytime you are looking for a job, and the potential employer does a background check on you. That will probably reduce the potential employer faith in you and is likely to deny you the opportunity to get the job.

Job loss

Drug charges have the potential to render you jobless if you were working. Most employers will, quite often, ask you for a good conduct clearance certificate from the government authorities. If you have drug charges and a criminal record in turn, you will likely be denied the clearance certificate. This can potentially lead to the termination of your current employment that will impact you and the people depending on you

Revocation of your driver’s license

You can also lose your driver’s license owing to a drug-related charge as a mandatory suspension for such offences has become a standard legal outcome. The driver’s license suspension after you are charged with drug trafficking or possession can be indefinite or definite depending on the laws. With no driving license, you might also lose income or potential employment. You will certainly struggle to fend for yourself and your family.

Dented reputation

If you have been charged with a criminal offence, irrespective of the outcome, criminal allegations can lead people to question your reputation and also your credibility. The consequence of having your reputation at stake due to allegations can go well beyond your personal life. It can affect your professional relationship with others. Your personal brand is damaged, a feat that is difficult to reverse. Again, a damaged reputation will limit the capacity to earn an income. It can also lead to broken relationships with your family and relatives.

Wrap up

If you have been charged with a drug offence, you ought to know that this has the potential to impact your life negatively. You can have your career and source of income terminated. It can also deny you opportunities to get a job as potential employers are keen to look at your history. Worse even, criminal charges emanating from drug-related cases have the potential to damage your reputation and land you in jail! That is why it is essential to seek help from an attorney who can help fight the charges and help protect your rights.

Legal BrandingPersonal Branding

Check Out The Top Grill Covers Of 2020 Before Finalizing Your Decision

You have worked really hard to set a budget and finally purchase the finest grill of your choice. But, that is not the end of story. Once you are done with the grill, it is time for the covers to go with it. As a grill is one big investment, you can’t simply get any cover for it or just leave it un-guard when not in use. Well, for the best grill covers, thorough research is a must. Just run down through all the cover manufacturing companies and come across the best one that seems to be attracting you the most. Listed below are the top covers for your grill in 2020. Go through all the available options before making the final call covered.

The Abba Patio Grill cover outdoor

The Abba Patio is a decent outdoor cover for your grill, available within a reasonable rate. It comes with higher quality built with the help of premium fabric. The item remains fairly large and it just measures at 53 inches right in its length and 45 inches in height, which can easily fit the standard grills with ease. Just to make the item a little bit resilient, it is manufactured using polyester material, known to be fore-resistant. It can further resist mold formation. Just use a wet wipe to clean the item. As the fabric is quite thin, it can be folded into small parts very easily and can be stored anywhere.

Kingkong 7553 / 7107 grill cover

Whether you are looking for the Kingkong 7553 or the 7107 option, both are known for their desirable strength and long lasting option. These covers are just perfect for Weber Genesis E and S Series grill. Known for their high quality, these covers are practically made out of vinyl to make the item water resistant. It is also UV and crack-resistant and will safeguard your grill from those harsh weather conditions.

Waterproof grill cover from Sun Patio

Sun Patio is the perfect example of BBQ or grill cover manufacturer, known to present some of the waterproof and heavy duty items. It can cover 65 inches of item, making it a perfect cover for outdoor gas grill. The item happens to be fade resistant as well. So, even after placing the cover under the sun for long hours, the color will remain intact and won’t fade.

FadeSafe Grill Cover

If you are looking for a cover with nice built and can fit sizes up to 58 inches, then FadeSafe Grill Cover is the one for you to watch out for. The best part is its lifetime warranty from the maker! So, if anything happens, the experts are there to cover it for you. It is made using the fade resistant dyed fabric from Montlake, for enhancing durability.

Apart from the options mentioned above, you have some other items under the grill cover right now. Those are BBQ grill cover from Unicook, Texas gas grill cover, and more. Always check out the available options before making the final call.

Sketch the essential thought of the Cover:

Make a point to just picture out the state of gas or charcoal barbecue first. Despite the fact that you are probably going to gauge the measurements later, getting a fundamental barbecue picture will assist you with going over the correct size, alongside its state. 

  • You can additionally quantify the tallness of the flame broil directly from top to ground in its inches, which will incorporate the stature of the stack for the smoker-type barbecue. 
  • Now, by holding the tape, begin to quantify only one size from the back of the flame broil to front handle and that is your width you have to center at. 
  • Don’t neglect to quantify the length from edge of one side to another, which will incorporate the side burners and the racks also, assuming any. 
  • Now, the time has come to search for fronts of a similar size or only an inch or two bigger than the component of your flame broil. 
  • It is presently time to look at the representation of the bundle, just to guarantee that the size of the cover matches that of your barbecue. For the flame broils with burners or retires on the two sides, the cover will be fit as a fiddle.
Legal BrandingPersonal Branding

5 Ways Fitness Businesses Can Benefit From Using Chatbots

One way fitness companies can improve their business is by communicating with customers online. Here is how these businesses can benefit from using chatbots.

67% of customers have gotten support from a chatbot over the past 12 months. Is your fitness business missing out?

Running your own fitness studio can be tough, but what if there was a way to increase your clientele and also help them reach their exercise goals faster? Thanks to the benefit of using chatbots, you can.

Read on to learn the top five ways that chatbots can help your business, and why you should get started today.

1. Improve Your Customer Service

With the help of chatbots, you can improve customer support by replying to customers instantly. Chatbots reply as soon as a client sends you a message, even out of hours.

Do clients frequently have questions about their membership plans, need to cancel a class, or need to make a change to their account? Instead of having to call or email, they can get customer service right away, with the help of chatbots.

2. Reach More Clients At Once

It would be great to train many clients as well, but your personal trainers only have so much time in the day. What if you could train hundreds of clients as well, taking into account their weight, BMI, and background?

With chatbots, you can. Instead of limiting your reach to a handful of clients, you can scale your reach and help hundreds of clients at the same time.

Create workouts and nutrition suggestions, based on their personal data, allowing your clients access to fitness services easily.

3. It’s Convenient

One of the important chatbot features is that they work on the platforms your clients are already using. This includes Facebook Messenger, WhatsApp, and Slack.

There’s no need to download additional apps, taking up space on your phone, when chatbots work perfectly with the platforms you’re already using.

4. Keep Clients Motivated

We can all struggle from time to time with motivation, especially when it comes to working out. Chatbots are great for providing daily motivation and encouragement.

Clients can ask the chatbot for motivation whenever they need it. Not only that, but chatbots can provide accountability, acting as virtual workout buddies.

Chatbots speak in a warm, conversational manner as if you were speaking to a friend or coach.

To help your clients achieve their goals, create a schedule template of workouts that they can do with their chatbot.

5. Help Clients Any Time of the Day

You likely run your fitness business to set hours, but what if clients have questions or need advice when you’re not online or in the office? Or, what if you have clients across multiple time zones?

Chatbots work 24/7 and aren’t limited to business hours. Your clients will love the peace of mind of knowing they can get support anytime they need it, such as before an early morning run or late-night workout.

Can Your Fitness Business Benefit From Using Chatbots?

Now that you have a better understanding, do you think your business can benefit from using chatbots?

For most fitness businesses, the answer is yes! They can help you help your customers in a whole new way, increasing client satisfaction and minimizing your administration.

Get started with chatbots today and start enjoying the advantages they can bring.

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Digital BrandingLegal Branding

How to Start Earning Extra Money Online in 2020

2020 has been a challenging year for many, and some have found themselves without work. Whether you need to make extra money for some luxuries or to pay the bills, we have come up with the best way to do it.

Strengths and Skills

The first thing that you should do is take an inventory of your strengths and any skills that you have and write these down on paper. People who are looking to make extra money make the mistake of charging onto the web and looking at opportunities at random, hoping to find that magic wand of instant riches.

We need to be clear here. There’s no instant fix, and making money online requires effort and time. So if you jot down your skillset, it will be a lot easier to find the right way for you to make some money.

For example, if you have solid organizational and admin skills, then you might consider opportunities such as a virtual assistant or data capturer. If you’re an expert in coding, then perhaps you’ll want to look at app development. You can always start any course from scratch. There’s something for everyone, so don’t give up.

Preferences and Pet Hates

Next, make a shortlist of things that you would like to do and others that you really dislike the idea of. It’s a good idea to think about what you don’t enjoy as you’ll be putting time and effort into making money, and you don’t want to get stuck doing something you hate.

Like using the phone? Consider a remote call center position. Enjoy being creative? Then logo design might be your thing.

Opportunities for the Taking

Once you have made the two lists above, start searching for openings. With your list in hand, you can quickly see what would work for you and what wouldn’t, saving you time. Opportunities for making money online are vast but are usually divided into set categories.

You’ll find network marketing, direct sales, virtual assistant and typing work, call center work, writing, drop-shipping, and call center positions. Most writing positions, like blogging, can be 100% online. Other opportunities, such as network marketing, might consist of both online and offline work. Choose what fits you best.

Contact the company advertising the opportunity and make sure to get all the details you need to get started. Once you’ve found something that fits you, apply for the job and put in the daily effort to grow. 

Don’t Forget the Branding

Whether you have decided to become a virtual assistant or write for a magazine, remember that you have a brand. You are your brand, and you need to make sure that you put yourself forward in the best possible light. Create a personal blog page with all your details and skills, set out in an organized manner.

Here you can include things such as your area of expertise, your values, and your passions. It’s not so much a resume as it is an opportunity to present yourself as a whole. This will create an image for you and, ultimately, a brand you can build on. When applying for new projects or even a job, you can use your personal blog for marketing yourself and your strengths to prospective clients. 

Final Thoughts

Don’t get yourself down if you can’t find something to help you make money online straight away. Instead, take your time to find the right company and opportunity. There are many false promises and claims out there, so do it right. Remember, it takes time and effort to make money online or offline. By following these steps, you should find something suitable for you to work from home every day of the year.

MoneyMow is a blog about Carl and his family’s journey towards financial independence and retiring early at age 33. He writes about saving money, making money, and investing with the purpose of living a more free and happy life.

Legal BrandingUncategorized

Selling A House As-Is? Here’s What To Look Out For!

Getting The Most For Your Property


When you’re selling a property, especially an “As-Is” house, there are a lot of things to look out for. Many agencies exist which could help you, or could prove a hindrance. It depends on the home buying agency. There are a few things to understand, though, if you’re going to get the most value you can.

First, understand that those who purchase as-Is properties are going to pitch you a very low price. They’re not trying to steal from you—well, some are, but most aren’t. Basically, if they’re going to make a profit, they have to “flip” your “as-is” property. That, or they have to bulldoze it and use the land underneath.

There may need to be a real estate appraisal on the property; but the more complicated a deal is, the more likely it will fall through. You should have your own home appraisal options. Here’s the thing: if there isn’t a cash payment, the likelihood a sale will fall through is higher. For most as-is transactions, you’ll have somebody come out from the agency, look at the house, and give you cash.

Now certainly, a transaction like this won’t happen overnight. It will take a few days or weeks, but it’s unlikely to take ninety days like it would with a traditional home sale. The longer and more complicated an as-is transaction, the more red flags should pop up in your brain. Here we’ll explore a few other things you should consider to get the best deal.

Use A Fair Price In Your Appraisal


Price your as-is property fairly. Some aren’t really all that bad, some are barely standing. You need to be realistic. With a vehicle that was once a classic, should components be broken down and repair costs be high, you’d be a fool to sell at basic bluebook list value. It’s just the same with a home that—though classic in architecture—has a lot of problems. Be fair.

Don’t Be A Doormat, Do Be Flexible

Flexibility will work in your favor. It’s better to have something with a price slightly higher that you’re willing to negotiate on, than a non-negotiable price. With an As-Is property, unless you’re going with a buying agency, there’s not a high likelihood you’re going to get many potential buyers. And if you’re selling As-Is, you can’t be too picky.

Obtaining Inspections Helps You Avoid Underhanded Buyers


As you consider “As-Is” buying agencies, know some are more trustworthy than others. You want to have information to help arm your understanding of a reasonable price for your home. Get an appraisal or inspection as feasible. Sometimes you can get them free, sometimes there’s an associated fee, sometimes you know the property well enough to do so yourself.

Still, an official appraisal will give you better negotiation power when the time comes, so this is quite a recommendable tactic. Also, it will help you see when some buying group is seriously undercutting you, and help you find more truthful buyers in whom you can actually trust.

Maximizing Profitability Potential For Your As-Is Property


If you’re going to get what your property is worth, it will mean you’ve got to put a little work in. You’ll want to be flexible. Inspections are worthwhile. A fair price is wise. Be careful to avoid buyers that make things too complicated. Use multiple websites and online resources to help broaden the buyers you have access to.

You don’t want to just roll over for a potential buyer, but simultaneously, you don’t want to be too strict in what you’ll sell your property for. There’s balance. Do a little research, figure out true value, and sell for a fair price. “as-is” property sales can be profitable for your situation, but if you’re not careful, you may let the house go for a price that’s too low.

 

Legal Branding

How to Avoid Employee Lawsuits as a Brand

Employee lawsuits can be a massive drawback to your brand as they are costly. Something that you never termed ‘wrong’ could be the basis on which your employee files a lawsuit against your brand. It could be wrong termination, personal injury, harassment, and discrimination, just to mention but a few. But, as an employer, do you know how you can avoid employee lawsuits in your brand? Well, let us look at ways you can prevent such costly lawsuits as a business.

Present a job description to your employees

Before you hire an employee, make sure you give them a job description. It should entail the responsibilities and activities the employee should perform. Additionally, it should have the organizational chart so that the employee knows who to report to as well as an acceptable code of ethics and practices. The job description is one way of making a proper recruitment agreement between the candidate and the employer.

Enlighten yourself on laws, rules, and regulations governing your brand

Do you know that your employee can file a lawsuit against your brand on the bases of requirements you have no idea exist? Yes, before you start your brand, make sure you are aware of the law, rules, and regulations like labor law, work safety law, workers’ compensation, and overtime rules that govern operations. It will save you from an employee lawsuit as you are aware of the rules, regulations, and laws protecting them.

Avoid unlawful employee termination

Terminating your employee suddenly is unlawful and could be a significant liability to your brand. Before you terminate your employees, try to coach and counsel them on how they can improve their performance. Further, review their performance and give them warnings if they do not perform as expected. Moreover, taking time before you fire your employees gives them room for improvement. However, if your employee does not improve, you can terminate them based on their performance analysis and within the frameworks on the law.

Avoid lawsuits that are caused by workplace injuries

Workplace injuries are common in all workplaces, and they can range from as simple as a fall in the staircase to machine-related injuries. According to a local law firm in Lebanon Tennessee that represents employees in work-related injury cases, it is recommended that you create a safe working environment. Indeed, a safe work environment will reduce the risks of injuries, consequently minimizing your chances of an employee filing a lawsuit against you. Also, train your employees on workplace safety as per the occupational safety and health administration. The training can be expensive but worth it.

Get your brand insured

In the event, your employee gets injured while at work, you are supposed to compensate them. Now, assuming you do not have money to pay the employee, they might end up filing a lawsuit against your brand. But, if your brand is insured against workplace injuries, then the insurance company will compensate them. This is just one example as more risks can result in financial losses. Therefore, get a cover like workers’ comp that will cushion you against injuries to employees. Insurance coverage can look expensive, but a loss of property due to unfortunate occurrences or finances because of a work-related injury lawsuit is more expensive.

Document employee information

Ensure that you document anything about your employee. Keep a record of performance appraisals, audit reports, job descriptions, training records, and warning letters, just to mention but a few. The documented information can act as evidence in a lawsuit if filed against you, and you are innocent.

Ease the process of employee complaint reporting

It is better to hear of an employee complain directly from them than through a law court summon. Therefore, provide the employee with a direct way of communicating with the human resource manager or top management. You can enhance this by providing them with an email address or hotline number.

Do not assume that the section supervisors will report complains about their department to you. They can hide something from you. Moreover, a smooth communication chain will help you fix a complaint faster. So, once you learn of an employee problem, be proactive and respond to it swiftly. Additionally, create a good rapport with your employees as it will make it easier for them to complain to you.

Final word

Any type of lawsuits can cause adverse financial consequences to your brand. It’s thus essential that you follow the tips we have covered to reduce the chances of a lawsuit against your brand by your employees.

Legal Branding

Dealing With Workplace Injuries – How Brands Can Take A Proactive Approach

Workplace accidents are common these days, despite businesses taking appropriate safety precautions and implementing best practices to avoid injuries. While such mishaps can lower the employee morale and burden businesses financially, they can damage the brand’s reputation as well. For this reason, it becomes vital for brands to take a proactive approach for dealing with such accidents and injuries. The way employers respond to mishaps can make all the difference to workforce morale and the credibility of the brand. Here are some steps they can take to deal with workplace injuries.

Care for the employees first

The safety of your employees matters more than anything else and getting quick medical aid an injured employee should be your top priority. Call 911 if there is an emergency situation. Conversely, you can transport them to a medical care facility in non-emergency situations. It is best to consult the medical provider who has been designated by your workers’ compensation carrier so that you don’t have much to do for getting a claim later.

Secure the accident spot

While you need to get immediate help for the injured, it is also your responsibility to secure the accident spot to prevent further casualties. This is important from the investigative perspective as well. Start by limiting access to the scene, securing it and saving any material or equipment involved in the incident. Taking pictures of the spot is also a good idea to help investigations.

Complete the requisite paperwork

Ensuring that the injured employees get the compensation they deserve can make all the difference to fortifying the reputation of your brand. According to expert personal injury attorneys, the right paperwork can get you sorted out with the workers’ compensation insurance carrier sooner than you expect. Completion of the requisite paperwork should be next on your checklist. Prepare an incident report and any other claims that you need to report to the carrier, preferably within a 24 hour period after the accident.

Establish a return-to-work program

Workplace injuries often put people out of action and they may have to be off the job for weeks or even months. The longer they are away from work, the tougher it can be to return to employment. As an employer, you should consider it your responsibility to help the injured employees become productive and get back to work as quickly as possible. Implementing a return-to-work or transitional job program is a good idea. The objective of these programs is to keep the injured workers off of long-term disability. Apart from this, they can potentially reduce employers’ costs.

Make a commitment to employee safety

Branding goes beyond just impressing your customers; doing the best for your employees is equally important. Employers that are willing to commit to workforce safety can stay one step ahead. This is best done by contributing to the satisfaction levels of injured workers, facilitating return-to-work outcomes and easing the compensation claims. Implementing proactive measures that can prevent accidents and injuries in the future is also vital.

Making safety a priority can get your brand the trust and credibility you aspire for. At the same time, you should support the injured employees and help them get the compensation claims they deserve.

Legal BrandingPersonal Branding

4 Strategies to Grow Your D2C Brand

It’s estimated that direct-to-consumer (D2C) brand sales will reach $17.75 billion in 2020 — an increase of almost 25% from last year. 

The COVID-19 crisis might have something to do with that. But even though the virus has caused an overall upswing in online shopping, this isn’t necessarily the case across all product types. Most people today are buying must-have items, rather than nice-to-have products and services. 

Brands that sell directly to consumers, and especially those that fall under the nonessential category, face a difficult future. For instance, health and safety products, as well as digital streaming services, have seen increased demand — but fashion and apparel sellers are experiencing significant losses. 

Some D2C companies will undoubtedly fail. But many will survive. For those that do weather the storm, survival will depend heavily on using the right marketing tactics. 

Here are four tried-and-tested strategies to help you secure and grow your D2C brand, even during the COVID-19 pandemic. 

1. Social Media Marketing

For a majority of D2C brands, social media is the most effective channel for online customer acquisition. Considering that more than half of all social media users use social media to research products, that kind of makes sense. 

But as a brand, being active on social media isn’t enough to attract and retain customers. You also need to have a clear strategy — preferably one that doesn’t rely solely on promotional posts and ads. 

Almost 80% of customers won’t hesitate to unfollow a brand that bombards them with sales pitches. And over 50% of consumers will unfollow a brand that shares irrelevant content. 

So, what do customers want to see from brands they follow on social media?

Engaging, informative, micro-focused content that’s also timely, says Matt Seltzer, a market research and strategy consultant at S2 Research. Seltzer recommends looking at Wendy’s and Arby’s, two successful fast food D2C brands, for inspiration on how to stay top-of-mind with consumers via social media. 

One of their keys to success? Creating and sharing social media video content to capture customer attention. If you’re not sure why video is such a powerful medium for D2C brands and social media marketing, consider that over 70% of customers prefer to learn about a product or service through video.

2. Personalized Shopping Experience

The average American customer is exposed to between 4,000 and 10,000 ads per day (up from about 500 ads per day in the 1970s). To protect their sanity, most people have learned to ignore the vast majority of ads and focus only on the stimuli most relevant to them. 

That might seem like bad news for marketers. In reality, however, reaching your customers isn’t any more difficult than it was 50 years ago — as long as you invest in personalization.

Consumers crave customized experiences. As many as 80% of customers are more likely to buy from brands that provide personalized shopping experiences. And 71% feel frustrated when a shopping experience isn’t personalized.

A further 70% of customers say they’d even let retailers track their shopping behavior if it resulted in an improved shopping experience.

Regardless of whether you’re creating website content, placing a social media ad, or sending an email campaign, make sure that your message speaks to each of your customers on an individual level (tip: omnichannel analytics might help).

3. Influencer Partnerships

If you’re not yet working with social media influencers (individuals with a considerable following in a specific niche), you’re not only missing out, but you’re also a minority.

More than 9 out of 10 marketers today use influencer marketing  — and for good reason. For every $1 that brands invest in influencer marketing, they generate an average return of $18 in publicity value.

How is that possible? People really do follow influencer suggestions and behavior. Nearly 50% of consumers say they rely on influencer recommendations to help them make purchasing decisions. Moreover, 8 out of 10 customers have bought a product or a service after seeing it recommended by an influencer. 

Yes, influencer marketing is undoubtedly powerful; but it needs to be handled thoughtfully. As more brands rush to secure deals with influencers, there’s a risk of oversaturating social platforms with sponsored content and reviews — which could actually reduce consumer trust in influencers.

The trick is to find the right influencers for your brand, rather than partnering with anyone and everyone with an audience. Your ideal influencers are those who speak to the same audience as your brand. Their followers are most likely to have a genuine interest in your product or service.

Finding influencers who are the right fit for your marketing campaigns isn’t easy. But it’s worth it, especially for D2C brands. D2C shoppers are almost three times more likely than traditional shoppers to admit that influencers and celebrities sway their perception of a brand. 

4. User-Generated Content

Like influencer marketing, user-generated content (UGC) can also be a powerful tool in your digital marketing arsenal. 

In fact, UGC is actually almost 10 times as impactful as influencer marketing. Unlike influencer content, which is usually paid for by a brand, UGC is a genuine expression of customer appreciation — and is, therefore, more trustworthy. 

One D2C brand that has nailed user-generated marketing is Chewy, a pet supply store. 

“Chewy’s branding on their boxes and the concept of your pets getting food and treats in the mail every month translates perfectly into excited pet photos and videos on Facebook, Twitter, and Instagram,” says Boone Clemmons, Chief Strategy Officer at Brandwagon LLC. “There are also a large number of posts where pets excitedly open their Chewy box, as well as many posts of tired cats and dogs using their Chewy boxes as beds.”

So, how can you follow Chewy’s lead and get customers to post UGC about your brand? Oftentimes, it’s just a matter of asking! For example, over 60% of consumers say they would post about good health or beauty product experience on social media. 

By encouraging consumers to share the photos and videos they create, you can inspire them to engage with your brand and produce authentic content that will lead to a larger audience and pool of customers.

Final Thoughts 

With most retail stores closed and consumers under lockdown at home, e-commerce sales are booming. According to ACI Worldwide, many online retail sectors experienced a 74% increase in sales in March 2019 compared to March 2018. Also, nearly 10% of U.S.-based consumers purchased something online for the first time that same month due to social distancing. 

The takeaway? It’s quite likely that the COVID-19 pandemic will change consumer shopping habits long term. So, what are you waiting for? Get on board with these strategies now to establish your brand as a leader in D2C marketing. 

About the author

Laura Martisiute is a freelance writer with Plytix, a headless product information management system designed for fast-growing product brands. She’s a content marketing specialist with years of experience diving deep into the latest research on technology, business, and marketing.

LinkedIn: https://www.linkedin.com/company/plytix-com/
Twitter: https://twitter.com/plytix

Digital BrandingLegal BrandingSaaS Branding

How To Optimize Your Google Ads Campaigns

Google Ads and advertising online is a tricky process. It can be expensive and confusing if not done correctly, which is why some say Google Ads is the best thing in the world, and others strongly disagree.

As a top Google Advertising Agency, it’s important to start optimizing certain aspects of your Ads to make the most out of your budget.

But first, these are some common mistakes you should avoid:

  • Running Ads before you’ve covered the basics 
  • Not using Geotargeting to refine your target audience
  • Not utilizing enough of Google Ads features
  • Not analyzing your performance

The likelihood is you have already made at least one of these mistakes, but it doesn’t matter because you’re reading this article, you’re taking action.

We are going to cover 5 tips to improve your Google Ads performance in order to avoid making any basic mistakes that could set you back.

1) Refine Your Keywords List

Keywords that are consistently underperforming and delivering a click-through rate (CTR) lower than 1% should be deleted and replaced with more specific terms that are relevant to your ad.

There are loads of different methods you can use to research keywords, however, the primary factor which should always be in the back of your mind is relevance. For instance, each keyword you bid for should match your business objectives and campaign goals.

An effective exercise is to put yourself in the shoes of a potential customer searching for your product/service. Say you are a marketing agency, trying to take on new clients in the eCommerce industry, a good keyword to use would be ‘eCommerce marketing strategy‘, it’s informal and typical of a business owner which is searching for marketing advice. Appearing in the results for this search term can increase your company’s visibility at the time when customers are searching for information that you can provide. Using technical language and a formal tone is only going to attract established business people, that don’t need any assistance.

When selecting your keywords, Google’s keyword planner is ideal, listing the search volume, competition, ad impression share and average cost per click (CPC). This feature will also allow you to understand the popularity and competition among certain keywords.

You may have a bunch of keywords from different ad groups that aren’t performing as well as you hoped, on the borderline of abandonment, generating a CTR just above 1%. This is most likely down to the relevance each keyword serves to their ad, so try pulling them out and creating a new group, with a new ad that matches them better, and see how you get on (it’s all about trial and error).

Completing this task is tedious but doing it will allow you to understand your audience better and have more control over who sees your ads.

2) Design Appealing Ads

The bottom line is, no one is going to want to click on an ad that looks unprofessional and risky in any form. Clarity is what your ad must promote so customers know where they are being sent.

According to Google, effective ads should:

  • Contain genuine ad copy – In basic terms, this means written content should shout about your customer needs, your product benefits and have a creative message to appear in relevant searches
  • Include messaging that reflects your brand and the products/services you offer – Focusing on the message you want to promote and the values your ad will represent on behalf of your business, is the way to go. Creating quality ads is far more powerful than the amount you run
  • Be set up for success – Google recommends trying to use at least three ad extensions to boost your ad performance. Also, if you are maintaining lots of ads, using keyword insertion and ad customizers is going to help
  • Be measured and optimized – Test iterating your ad text, adding 3-5 ads per group and using the right metrics to measure your ads will allow you to understand their performance best. When it comes to testing your ads, high-value campaigns (the relevant ones) should see the most attention

Just like keyword research, there are many resources like blogs, marketing tools and other equipment you can use to help you run search ads, but starting with information coming straight from the company you are advertising on is going to ensure your ads are fully optimized.

3) Maximize Your Budget

The first step to maximizing your budget is outlining the goals for your Google Ads campaign. Are you focusing on conversions, CTR or impressions to name a few?

Setting goals you aim to hit during your campaign is a good source of motivation and a great way to measure the performance of your campaigns.

Splashing a ton of cash into your campaigns is not what’s going to make them succeed, and it won’t give you an advantage – it’s about being smart.

How do you act smart?

You shift your budget around. As I mentioned in the ‘Refine Your Keywords List’ section, some keywords perform better than others, and their performance is mainly down to the relevance they serve to their ad.

Although relocating underperforming keywords into a new group with a new ad can be effective, if you are operating under a strict budget, there is an alternative.

Just get rid of them. You can’t afford to lose money on unproductive keywords, so invest heavily in the groups and keywords that produce positive results and a substantial return on ad spend (ROAS). Running a small business is all about prioritizing tasks that are cost-effective and bring about the most return on investment in the long run.

4) Optimize Your URL

Your URL is actually more important than you think, it lets customers know where they are being directed to if they click on your ad.

Most businesses are not aware that the URL which is present in their ad doesn’t have to be the same as the landing page customers will arrive on. This gives you the freedom to create a custom URL that is relevant to your ad.

An optimized URL is:

  • Memorable –  An optimized URL is shortened and includes a term telling you where you will be directed once you have clicked on it
  • Trustworthy – The customer knows exactly where they are being directed to once they click on your ad
  • Professional – A sleek looking URL is one that looks professional. Some established businesses have already optimized their URLs, however, there is a lot that hasn’t, which can serve as an advantage to your business

Optimizing your URL is a simple task that doesn’t take a large amount of time to complete, it would be a mistake not to.

5) Schedule Your Ads

Work whilst the world sleeps.

A Google Ad can take between 24 hours – 3 days to be approved, so getting them scheduled as soon as you can is essential.

But why?

The ad scheduling tab in your account is set to ‘Show ads all days and hours’, which isn’t great as they can be approved and ran overnight, causing you to lose a large chunk of your budget. However, most people don’t know that you can actually change this and save some of your ads spend!

By selecting ‘Setting > Edit’, below ‘Advanced settings’, you can access the date and time you would like your ads to run, so when they are approved, they will only become live, during your desired time frame.

This is really worth doing to receive a higher CTR and make the most out of your budget.

Recap

Optimizing your Google Ads is a continuous process that revolves around relevance and your budget.

Keyword refinement is crucial to the performance of your campaign and keywords which deliver a CTA under 1% should be removed. This is one of the most tedious tasks to complete, but it is an extremely important part of the process.

According to Google, effective ads should:

  1. Contain genuine copy
  2. Include messaging that reflects your brand and the products/services you offer
  3. Be set for success
  4. Be measured and optimized

Matching your campaign goal to your business objectives will allow you to target relevant customers and receive a higher CTR. Spending a large amount of money on ads is not necessarily going to see a return on investment, it is about the relevance of your keywords – act smart!

Optimizing your URL will make it memorable, trustworthy and professional, letting customers know where they will be directed if they click on your ad. This doesn’t take long to implement and should be utilized.

Scheduling your ads is another way to make the most out of your budget,  diving deep into the settings where most businesses don’t know exist, will allow you to run your ads during peak time, increasing your click-through rate (CTR) further.

About the author

The Good Marketer is a Marketing Agency in London that drives more traffic, generates conversions and increases sales for Small-To-Medium Sized Businesses.