The Book of MEME Law How Human Social Organisms Create Gods- Form Nations. Unleash Devils- Make WAR and KILL US DEAD! – Britt Minshall

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Equity Crowdfunding Platforms In United Kingdom In 2017 – A Handbook of 23 Top Equity Crowdfunding Platforms In United Kingdom In 2017 – Davide Magrini

The best market in the world, for equity crowdfunding, is the UK. This is a useful review of the top 23 equity crowdfunding platforms in UK in 2017. I…

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Blasphemy And Defamation of Religions In a Polarized World How Religious Fundamentalism Is Challenging Fundamental Human Rights – Darara Timotewos Gubo

A growing importance of religion in international politics has resulted in rising polarization among nation states, which in turn has presented new ch…

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5 Great Tips on Successful Small Business Branding

5 Small Business Branding Tips

We all understand how important brands can be.  There are brands that signify all over the world.  Nike.  Harley Davidson.  Starbucks.  These are companies that are more than just the products they sell.  They’re lifestyles.  They’re statements, both about the company and the consumers who choose them.

If you think bold, memorable branding is only available to big companies with massive marketing budgets, think again!  No matter your industry, you can cultivate a unique brand that resonates with your clients.  Want to know how to do it?

Small Business Branding Tips

1. Clarify Your Company’s Purpose

For a brand to be meaningful, it must connect to your company’s reason for being (which, incidentally, assumes you have a reason for being above and beyond simply earning an income.)  Why did you start your company?  How do you think you’re making the world a better place?  Without a firm grasp of your purpose, you’ll never be able to communicate what’s unique and important about your company.

2. Enlist Your Employees

Along with clarifying your purpose, you must also ensure that every single member of your staff understands that purpose and knows how and why to communicate that purpose with every customer.  In a perfect world, your purpose isn’t something that’s pounded into your staff.  It’s something you hire for.  When you hire an employee who shares your values, then you’re on the right track.  Effective branding isn’t an afterthought.  It infuses everything you do!

3. Create a Rallying Cry

So for my company, Profit First, our purpose, our rallying cry is “We want to eradicate entrepreneurial poverty!”  We say it, and we mean it.  Every morning huddle (our quickie standing meeting) reiterates our purpose and the steps we’re going to take that day to accomplish it.  Our rallying cry lets us communicate our purpose and values quickly … to anyone and everyone.  That’s our brand.

4. Enlist Your Customers

You know your purpose.  Your staff knows your purpose.  But do your customers know your purpose?  Letting your clients know that they’re buying more than just your goods or services is key to enlisting them in your brand building efforts.  Consider the Life is Good brand.  When people don a t-shirt, they’re making a statement about a lifestyle, rather than just getting dressed.  Folding in what makes you unique and worthwhile is a big part of successful branding.

5. Hire a Pro

Sometimes we think we should be able to do it all, but no matter how talented you are, you need help in the areas that aren’t your strength.  If marketing isn’t your thing, consider hiring a consultant or agency to help you crystallize and evangelize your brand.  Professionals can help you avoid spinning your wheels and wasting money on ineffective tactics.

Your brand is more than just your company name and a slogan.  It’s the expression of your values, your quality, and your unique vision.  Branding done right cements you in the minds of your customers.  It makes it easy for people to understand who you are and what you do.  Branding differentiates you from your competitors, and it speaks to your ideal customer, resonating with the people who will most appreciate your work.

Dollar Brand Photo via Shutterstock

This article, “5 Great Tips on Successful Small Business Branding” was first published on Small Business Trends

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5 Small Business Marketing Schemes That Will Waste Your Money

5 Small Business Marketing Schemes That Waste Money

Marketing is no easy task. Whole businesses exist devoted to marketing other businesses. Some companies have their own marketing departments. Small businesses often rely on the DIY approach to marketing. When developing your own marketing strategy, take care to avoid wasting your time and money.

Marketing Schemes That Waste Money

Mistake 1: Too Many Social Channels

Judging by some of the marketing advice you’ll come across on the web, you may think you need to be everywhere, all the time.

What a colossal waste.

When it comes to marketing via social networks, the most important thing is for you to be where your target audience is already spending their time. Do your customers spend lots of time on Instagram? Then don’t waste your time Tweeting.

Focus your marketing and engagement efforts on Instagram. This frees up your time to engage directly with your customers even more on their favorite channels. You can find out which social networks your customers prefer by simply asking, or by using a CRM with social media integration built in.

Mistake 2: Creating New Content

You’ve heard you need fresh content all the time. New blog post every day, right? Nope.

Your customers want a relationship with your business. They want to know you value them. They don’t want to get buried in your posts. Trying to create new content about your business or related to your business gets old fast — for you and your customers.

Try a better approach. Use some of your marketing budget to hire a content developer to create high quality content optimized for your business. Remember quality over quantity.

An interesting, professionally crafted infographic will get you much more customer engagement than a rambling post on your biz blog about industry minutiae.

Sharing content is important for engagement and variety. Choose carefully. Share only things that your audience will find value in. Save those 50 cat memes for your personal accounts.

Mistake 3: Casting a Wide Net

Your marketing efforts will work better if you target your audience effectively. Casting a wide net may seem like a simpler method, especially for DIYers, but you’ll end up wasting time and money marketing to the wrong people in the wrong places.

Ask current customers where they spend time online, what encourages them to make a purchase, and how they found you.

Create a Buyer Persona, this is a sort of bio of your ideal customer. Use the persona and any data you collect from customers to identify where best to apply your marketing efforts.

Mistake 4: Influencer Marketing

Everywhere you look, someone is advising you to find influencers to promote your business. This trend in marketing is taking off.

First, decide whether it’s right for your business. If you’re in an obscure industry or create products for a small niche market, influencers are probably not going to be much help to you.

If you decide this is the right path for you, be sure you have compelling things for an influencer to share about you in the first place. An interesting narrative can make all the difference. It’s imperative you identify key influencers in your industry with whom to build relationships.

Avoid wasting your time and money on a low impact influencer or one in the wrong industry.

Mistake 5: Video Marketing

Before you shell out beaucoup bucks hiring a video production company to create the perfect marketing video, consider a few important things. Chances are very good that your customers are watching video online, but where?

It’s important to know what platform your videos would be viewed on before you create one. Marketing videos on Instagram will be consumed a bit differently than on Facebook, for example. What kind of value will video give your customers?

A boring product demo is probably not going to inspire much engagement. A sneak peek of a new product that leaves some features to the imagination can be exciting. Video that makes an emotional impact inspires engagement well.

Before hitching your wagon to a new marketing technique, be sure it’s right for your business. It must be a way to provide your customers something of value. It must be shared where they are most likely to engage. Develop a detailed strategy with clear goals. Always measure your results, so you can make adjustments as necessary.

Throwing Money in Trash Photo via Shutterstock

This article, “5 Small Business Marketing Schemes That Will Waste Your Money” was first published on Small Business Trends

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