Market resilience means being effective and focussing your activities in the right place.
Market resilience means being effective and focussing your activities in the right place.
Content Marketing is a marketing technique of creating, distributing, and publishing valuable, relevant, and consistent content to attract a targeted audience. Typically, this could be in the form of educational articles, E-books, videos, entertainment, and webinars.
When you are just starting a business there are many things to think about, your product, prices, production, sales. Marketing is one of the fundamental aspects of your business, as it encompasses so much, and much of the rest of your business depends on it.
Without adequate marketing, no matter how good your product is, ‘you ain’t going nowhere. I can’t give you exact advice to follow, as I do not know your exact situation, but I can give some fundamental advice. Of course, you can find many books on this subject written in much more depth, research these topics, as we all know, reading is fundamental.
This blog is more of a pointer towards areas you should check upon.
If you do not plan what you are going to do, you are going to get lost very very quickly. A common mistake made by business owners who are just starting is assuming that they can just muddle along and go with the punches. This often results, especially in marketing, in a lot of work being done with no useful results. If you do not make and write down a marketing plan you are unlikely to have a consistent approach to marketing your product. And we like consistency.
For a more in-depth look at marketing plans check out https://byter.com/2021/06/14/how-to-make-a-marketing-plan-2/
This can be an interesting problem, most small businesses either have a really specific niche audience or have a very vague one. For example, a cake-making business is aiming for anyone who wants a cake in your area, then there may be a very specific niche business that makes skateboards exclusively for one subculture. Niche marketing makes targeting your audience much easier, but if you are selling a more generic product, you have to think about this.
This, like the previous mistake, can be a bit difficult if you are selling generic items, but it is even more vital. If you are selling a generic item then differentiation is vital to your sales strategy, Of course, if you are selling a unique product you will be different to start with. Lastly, if you are lucky, and you have found your unique selling point, but you do not communicate this efficiently to your audience, then you have failed.
They say comparison is the thief of joy, and they do have a point, but as a business owner, if you do not compare yourself to others in your industry, it will not end well. It can be dispiriting to compare yourself to already established companies, it can make you feel inadequate, but, it can also be incredibly useful. These already established companies have already done a lot of work for you, they have already made mistakes for you, all you have to do is learn from them. Comparing yourself will also help you figure out how to differentiate yourself. It will also give you ideas on how to engage with your target audience and community
This mistake is often done by companies that use social media a lot, they will have an Instagram, a Facebook or Twitter, but will not have a website. This website should serve as a landing page for all customers. It should have all the professional vital information about your company, such as location, opening times, mission statement, products, etc. This landing page is not only useful for information gathering but it also makes your company seem more legitimate to your audience. Like how a brick and mortar store makes your company look more legitimate
There is nothing more embarrassing than setting up social media but then bombing because you have absolutely no understanding of the culture of the people you are trying to engage with. Not investing time in understanding our social media, can at best result in a dead account, at worst result in your brand getting seriously damaged. You can’t understand social media by reading about it, you have to spend time on it and watch how other people do it.
These mistakes seem pretty obvious, and you probably thought I know all of this, but you would be surprised how many people ignore the basics. You are never too good to not do the fundamentals.
Don’t forget your fundament! Good luck with your small business
A successful business needs great employees. That’s why employer branding is so important. An amazing candidate might have to choose between you and another business, and your reputation as an employer is going to influence their decision. That’s where an employer branding strategy comes in.
The war for talent is getting bigger and bigger as candidates are taking an increasing interest in the culture and values of their potential employers. Because of this, businesses need to invest more in their employer branding strategies. Wondering where to start? We’ve got you covered. We’re going to explain the basics of employer branding and show you how to build a successful employer branding strategy.
Employer branding is everything an organisation does to promote their employer values. Here’s some examples:
If you’re not convinced so far that employer branding is crucial to a great business, we’ve put together a list of reasons why it’s so important:
84% of job seekers state that a company’s reputation is important to them.
Attracting more, better quality candidates means you won’t have to spend as much on your recruiting efforts.
High-quality employees will benefit your business. A better rep means access to the best talent, and your employees are the key to your success.
Companies with strong employer reputations do better at attracting diverse talent. A diverse workforce equips your business with a variety of experience and skills.
You can’t build a brilliant employer rep overnight. Your reputation is something you must continuously manage. But, there are some essential steps you can take to help you get there:
An employee value proposition is what your company stands for. It’s comprised of:
The point of an EVP is to define your company’s essence, and what makes it unique from the rest.
Recognising your company’s recruitment challenges will help you identify its future needs so you know where to focus your efforts.
It’s important that you’re able to measure the success of your employer branding efforts, to do this you’ll need to identify the goals you’re aiming to achieve. Examples of these are:
If you can get inside the mind of your dream candidate, you’ll be able to tailor your employer branding efforts to them.
A candidate persona is a fictional representation of the perfect candidates. To define your candidate persona, think about:
Who better to promote your company than your existing employees? Ask them to share their own stories on social media, for example they could create a ‘day in the life’ style post on LinkedIn.
A company’s culture and brand message will be much more believable coming from the C-suite executives. Involve them as much as you can in your social media strategies.
If you want to keep improving your employer branding activities it’s essential that you measure your efforts. Refer back to your initial goals so you can work out how much you’ve achieved so far, and where to focus your future efforts.
Every business has its own employer brand, naturally, but if you want to compete for the best talent you’ll need to establish a strong branding strategy. It’s the way that successful businesses engage, recruit and retain the best candidates. Following these 7 steps will put you on the right track for recruitment success.
What is branding? In broad terms “branding” is the idea or or image people have in mind when thinking about specific products, services, and activities of a company. This is both both in a practical (e.g. “the shoe is light-weight”) and emotional way (e.g. “the shoe makes me feel powerful”). Branding is the first thing you think of when you are asked about a particular brand. This concept also applies to personal branding.
For example famous people all have unique personal brands; Queen Elizabeth I, was famous for her red hair contrasting her pale face, accompanied by her extravagant gowns, she is known to this day as the Virgin Queen. In modern times big corporations have refined branding into art, with teams of people dedicated to massive advertising campaigns and carefully curated public relations. With the rise of consumer culture, more and more of the same products are being sold, and the only way to differentiate these products is through branding. This rise in ‘branding importance’ is now combining with the rise in importance of social media and micro-influencers.
When you run a small business, you have an interesting branding dilemma. Do you solely represent your company as a corporate entity, like Coca-Cola does? (You have no idea who runs Coca-Cola.) This is the usual practise of corporations. It is how they appear professional and trustworthy. Or do you put yourself at the front of your company, essentially creating a cult of personality around yourself, like Steve Jobs did for Apple?
If you sell a product, the corporate image is more important. If you sell a service, then the personality-based branding is probably more your cup of tea.
This part of the process of branding is called differentiation. This is what separates Coke from Pepsi: two otherwise almost identical sodas. You can differentiate yourself through many things: price, product, location, values, appearance etc.
If you have a new and interesting product then it is probably easier to come up with a unique brand as no one else will be selling your product, but branding becomes more difficult if you are providing a common service or product.
If you are, say, a local plumber, and you offer basically the same services and products as two other local plumbers, you cannot differentiate yourself from them through product, price or location. You can differentiate yourself by associating yourself with different values. For example, in Auckland, New Zealand, there is a company that provides general handyman services. They have called their company, Hire-A-Hubby. Their vans are pink, their logos are cute and funny. They are very recognisable. Hire-A-Hubby provides almost identical services to other less heavily branded handymen, but it had differentiated itself through its branding and has created a whole new market for themselves. Their target market is very clearly women who need handyman services.
This point is rather self-explanatory. If you are going to be your own personal brand, that means people will be googling you, to find out about your services. As a user of social media in your private life, you will have some kind of pre-existing footprint: photos from weddings, fishing trips, drunk Friday nights etc. If you set up a personal brand that associates you with say, wholesome family values, you do not want photos of your bachelor party on Hawaii being easily found by anyone who googles your name.
You don’t have erase your entire online existence, however. It is a good idea, though, to google yourself and then do your best to clean up what appearsp. Make personal/ family pages private, so that strangers cannot see them. Do your best to get rid of any weird photos, or online profiles that can be easily traced back to you, e.g. you ran a Facebook page dedicated to some celebrity when you were thirteen. Delete or lockdown any accounts that you think do not match your chosen branding.
Once you have decided what your personal brand will be, what values will be associated with it? Who will your market be? What platforms will you be using to interact with customers? You will have to start creating content that will explain your brand and values to your customers. If you have chosen the personal brand format you will be having to sell a version of you to your customers. You have to get people interested in you, (well the version of you that you have chosen to be your brand). If you are using social media there are five main ways to get people interested in your personal brand.
A good example of people who employ the above strategies, is fitness influencers. They often sell anything they can get sponsored for, so they do not have a fixed product. Their entire brand is their fun, quirky and above all very healthy personality. They often detail their struggles with weight loss, mental health or something else that allows them to tell a compelling story. This will take practice and probably quite a while to be able to create content that hits the right note with your customers and your brand.
Lastly, if you want people to work with you, you have to keep your online presence up to date. This does not mean just your social media accounts,, you have to keep your Google listing up to date. Update your opening hours if you are a physical location, or check your reviews, answer questions etc. If you do not have a physical address you can still make sure your contact details are up to date.