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By Aniket Warty

1. Aniket

Owning the Rails: Why I’m Building Atlas Rail (ZenXRail) for a Permissionless Payments Future

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How ZenX Turns America’s Currency into a Global Crypto Edge

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Key Elements In Brand Architecture Strategy

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Exploring the Fundamentals of Luxury Branding

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America’s Quiet Bitcoin Reserve - What It Means for Wall Street (and How ZenX Helps You Win)

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Monetize the Float, Not the Hype: My Blueprint for Stablecoins

The future of marketing is right there in your pocket. Mobile marketing has evolved into one of the most effective and efficient ways to connect with customers today; what started as simple SMS messages has become a long list of tried and tested mobile-based marketing strategies.

Smartphone use will only grow more prevalent in the future, with nearly [3.7 billion people](https://www.cnbc.com/2019/01/24/smartphones-72percent-of-people-will-use-only-mobile-for-internet-by-2025.html) expected to access the internet solely via mobile phones by 2025. In other words – utilizing mobile marketing in your [marketing plan](https://www.aniketwarty.com/innovative-marketing-ideas-small-businesses-entrepreneurs-2018/) is essential to the success of your business if you adopt it now.

With more people using smartphones and other mobile devices to access the internet, it’s essential for businesses to have mobile-friendly websites and to use mobile marketing strategies to reach their target audience.

Mobile marketing covers text messages, email, push notifications, and ads– about every aspect of mobile use is fair game for marketers. It’s a great way to connect with customers and update them on your latest products or promotions.

To make sure you get the most out of your marketing campaigns, let’s take a look at the top 10 must-know evolving trends in mobile marketing that you should know about. 

### 1. Video Content
As one of the first forms of content posted on the internet, video has become a crucial trend in mobile marketing. In the United States alone, [over 244 million internet users](https://www.businessinsider.com/us-digital-video-viewership-will-grow-faster-than-expected-2020-10?r=US&IR=T) watch videos online as a preferred form of content, including an increase among the youngest and oldest demographics. 

[Video content](https://www.aniketwarty.com/content-marketing-lead-generation-ideas-for-dummies/) can engage and entertain customers, promote products or services, and even create loyalty programs. Videos also tend to be more engaging than text or static images, so they’re more likely to get customers’ attention and keep them engaged.

As an added advantage, video content can be easily shared on social media, which can help to spread the word about your business to a wider audience.

### 2. M-Commerce
M-commerce, or mobile commerce, is simply the term for commercial transactions over mobile devices. It’s become a growing mobile marketing trend as a more convenient and personalized consumer shopping experience. 

Consumers can now buy what they want whenever they want, from anywhere, through m-commerce – the perfect shopping solution for busy people on the go. 

Due to the shift in shopping from bricks and mortar to online, businesses have a stronger obligation to rely on mobile marketing efforts more heavily. By 2024, the number of mobile buyers in the US will reach up to [187.5 million](https://www.insiderintelligence.com/content/more-consumers-shopping-via-mobile-amid-pandemic) due to the convenience it offers compared to traditional shopping. 
![Untitled (1).jpg](/uploads/Untitled_1_c5956bd96b.jpg)

### 3. Influencer Marketing
Businesses can reach many people more quickly and efficiently with influencer marketing. This involves utilizing [social media apps](https://www.aniketwarty.com/bootstrap-your-business/) such as Instagram, Facebook, Instagram, YouTube, and TikTok with the power of influencers.

By working with an influencer with strategies such as [affiliate marketing](https://www.aniketwarty.com/important-terms-start-founders-know/), you significantly expand your online presence more than you would on your own, and to establish trust early on.

There are a variety of factors that you must take into consideration when evaluating a potential influencer, such as audience size, interaction rate, demographics, and niche; but in general, being able to determine if the influencer is a good fit for your brand will maximize the potential for your collaboration and will benefit you both in the long run.

### 4. Augmented Reality
Augmented reality (AR) is an emerging technology that is becoming increasingly popular in mobile marketing because of how it bridges the gap between the digital and physical worlds.

Marketers can create an interactive experience for customers that is more engaging and memorable than traditional marketing techniques. For instance, using shopping apps as an added m-commerce strategy allows users to test products with AR before making their purchase in the comfort of their own homes.

Because customers can interact directly with the product or service, this can result in a higher conversion rate.

### 5. Voice Search
Voice search is becoming a key mobile marketing trend as more people use voice assistants, such as Apple’s Siri alone having over [500 million users](https://www.businessinsider.in/tech/apple-says-that-500-million-customers-use-siri/articleshow/62636814.cms). 

These assistants can help you with a wide range of tasks, and they’re constantly getting smarter, helping customers make orders for products they may need. Because of this, your business must take advantage of voice search to reach more customers.

This means marketers must ensure their mobile sites and content are optimized for voice search, develop a mobile app, or use [Google RankBrain](https://www.aniketwarty.com/creating-seo-strategy-around-google-rankbrain/) and AdWords. Using the right optimization strategies, you can boost your chances of reaching more customers through voice search.

### 6. Live Streaming Content
The desire for convenient online content is on the rise, transforming live streaming into a mobile marketing trend that businesses use to connect with their customers in real time.

Through live streaming, your brand is able to create more personal experiences that can contribute to building loyalty and trust with its customers. The live streaming process also provides authenticity with unedited content, which is a requirement for customers today, especially in the digital age, where people are becoming more remote.

Streaming live also offers a great opportunity to collaborate with potential partners and influencers and an avenue for customers to interact with your business, which can help improve your products and services.

### 7. Push Notifications
What started out as an [Apple feature](https://medium.com/the-pushcrew-journal/the-history-of-push-notifications-43343bdf2d85#:~:text=In%20June%202009%2C%20Apple%20introduced,the%20Apple%20Push%20Notification%20Service.) introduced in 2009 as a revolutionary new way for users to interact with their mobile devices has allowed businesses to incorporate it into their mobile marketing strategies to reach out to more customers.

With push notifications, customers receive targeted messages tailored for groups of similar individuals. These notifications can promote special offers, remind customers about appointments, or even just say hello. 

By using push notifications wisely, businesses can create a strong relationship with their customers and keep them returning for more.

Unlike other forms of communication, such as email or social media, push notifications can be delivered to a customer’s phone without requiring them to take action. This makes them a very effective way to reach out to customers who may not have otherwise seen your message and increase the effectiveness of your campaigns.
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### 8. Mobile Gaming
The gaming trend has evolved from just sitting on your couch to being able to play on your phone while you are on the go. In recent years, mobile gaming has shaken the industry to the point where[ 60% of the entire gaming market](https://sea.mashable.com/tech-1/20432/60-of-entire-gaming-market-is-now-dominated-by-mobile-gaming-study-finds) has now moved to mobile devices.

Playable and banner ads are some of the most common mobile marketing strategies. Playable ads offer a smooth transition from the game being played into the ad and prevent users from skipping because retention is high. Banner ads can also be effective in ensuring brand visibility without interfering with the game.

To make your ad successful, you must understand the genre trends among different age groups. With the right, relevant, and fun ads, this can be an effective method of promoting your brand.

### 9. 5G Possibilities
The fifth generation of mobile technology, 5G, is estimated to grab 53% of the world’s population by 2025. This will be a necessary consideration for mobile marketers as they seek to provide more engaging, consistent, and interactive customer experiences that require greater bandwidth.

The speed and reliability of 5G make it ideal for mobile marketing, as it can provide faster data speeds and more bandwidth to support the increased traffic associated with innovations, such as 4K video streaming, augmented reality, and virtual reality.

By leveraging the possibilities of 5G early on, your business will be able to keep up with the demand of your customers in the future as they demand more data and experiences, ensuring the future success of your business.

### 10. Personalized Ads
Although it’s common to hear that you should build your brand to reach as many people as possible, it may be better if you create customized ads that make your brand memorable to those in your target demographic. With mobile ads becoming more common, it may be better to create personalized ads.

With personalized ads, businesses can analyze key components of customer information, such as location, interests, demographics, preferences, habits, and more. Personalized content, such as location-targeted ads, can increase the success rate of your campaigns and can generate greater interest in your product or service.

For example, a potential customer can be notified via a push notification of your coffee shop’s discounts on their favorite coffee when they are within the vicinity. This allows the message to be personalized without interfering with the user’s mobile phone activity. 

### Final Thoughts
With the advent of powerful mobile devices, mobile marketing is evolving into a more sophisticated and effective means of reaching consumers. With the evolving trends in mobile marketing, businesses can now create more dynamic and interactive campaigns that better engage their target audience.

With these trends continuing to evolve, we will keep you informed as we look forward to the future of mobile marketing.

While you’re here, check out more compelling content [on my blog](https://www.aniketwarty.com/) to help you grow your business.

10 Must-Know Evolving Trends In Mobile Marketing

Facebook ranks content. Some people and businesses love this fact, and others hate it, but both groups must understand it to find success with their marketing efforts on this platform.

Organic traffic on Facebook receives less than 0.1% engagement. That’s up to 200 times less than what is possible on other platforms or through marketing channels like search engine optimization.

If you want to defeat the algorithm that ranks content value, your posts must be authentic and valuable to your followers and others.

### How Can I Get My Content Featured on Facebook

The Facebook algorithm can control who sees your posts. That makes it challenging to grow your reactions, comments, and shares while working to build an audience.

When you can get your content featured because it is seen as necessary, you can extend your organic reach. Each engagement exposes your post to the extended network of each audience member, allowing your influence to grow.

Although the algorithm could be more accurate, these tips can help you defeat its efforts to block you from reaching the people who want to see what you share.

#### 1. Get to Know Your Audience

Facebook repeatedly says that it prioritizes posts the algorithm indicates are informative and meaningful. That means a reasonable person interacting with your content for the first time would find it to be interesting, new, and valuable.

The platform wants people to share content, so it emphasizes posts, stories, and reels that get people reading or viewing. It combines past individual behavior with current trends to encourage spending more time on social media.

There is only one way to post content that meets these algorithmic demands. You’ll need to [know your audience](https://www.forbes.com/sites/forbescoachescouncil/2018/05/16/communicating-respect-know-your-audience/) and the problems they’d like you to solve. 

#### 2. Creating Something Authentic

The internet is a place where creativity and authenticity are treasured. People can pretend to be something they’re not, but that effort doesn’t produce shareable content. Facebook emphasizes posts it determines are genuine through its algorithmic evaluations.

This platform also reduces the ranking for posts that the algorithm believes are misleading, spammy, or overly sensational.

When creating content for Facebook, the priority should [always be to tell the truth](https://www.mindtools.com/ay30irc/authenticity). Even a minor exaggeration could be enough to have the information downgraded. 

Headlines should clearly describe what someone can expect when reading or clicking on your post. Avoid using clickbait whenever possible, especially since the Facebook community often counters that technique by posting your information in the comments.

If you want to defeat the Facebook algorithm in this category, here are the things to avoid with your presence on the platform.

- Borderline content that isn’t technically in violation of Facebook’s policies, but probably could or should be.
- Fake news or misinformation, especially if the goal is to create an emotional reaction.
- Deepfake videos or manipulated content that third-party individuals have flagged as false.

Avoid sending links to sites with stolen or scraped content that adds little value to the user experience. Facebook wants people to see them as a resource, so create posts that reinforce that perspective.

#### 3. Engage with Others

The Facebook algorithm prioritizes information from pages and similar content that users interacted with in the past. That means you’ll want to have conversations with followers whenever notifications come your way.

When people take the time to comment on posts, you have an opportunity to establish a relationship. If you can help each person feel seen and heard, the result is an increased chance for future interactions, engagements, and clicks.

Some conversations [are easier to manage](https://www.americanexpress.com/en-us/business/trends-and-insights/articles/top-ten-tips-for-handling-the-difficult-conversation/) than others. Customer service principles help to navigate challenging circumstances to show the community your expertise and professionalism while resolving potential problems. 

Try to make each engagement as positive as possible. The algorithm will favor your interactions more often when you show a pattern of value-added comments with your posts.

#### 4. Create an Interactive Audience

The easiest way to show the Facebook algorithm that people are sharing your content with their friends is to have your audience interact with one another. When the platform sees a post generating numerous comments within a specific set of friends or networks, it uses re-targeted to keep showing that information to interested parties.

These tips can help you find more success when building interactive opportunities for your audience through Facebook content.

- Keep the content short. Most people use Facebook on a mobile device, so your best posts are about two sentences long with a complimentary photo to quickly capture a person’s attention.
- Quality is more important than quantity to the algorithm. If you’re not getting any attention on social media, try upgrading the text, videos, or graphics you use to engage your audience.
- Give people a look at the entire picture of what happens. Go behind the scenes, spotlight your volunteers, or share something that acknowledges relatable experiences.

You don’t need expensive equipment to upgrade your content to create an interactive audience. The camera on your smartphone or tablet is good enough to begin this segment of the journey to defeat the Facebook algorithm.

#### 5. Don’t Try to Manipulate the System

There’s a difference between “defeating” the Facebook algorithm and attempting to manipulate it.

Your goal should be to use the algorithm’s processes to your advantage. When you create content consistently that meets Facebook’s expectations, you’re more likely to meet your definitions of success.

Trying to manipulate this system to gain distribution benefits beyond the information’s merits can make it harder to get noticed. If you violate Facebook’s terms of service to achieve an outcome, you might lose access to this incredible resource.

You’ll want to consider the following points when attempting to grow your organic reach.

- Don’t pay people to start engaging with your post. When a block of accounts focuses on specific information within a particular time, that activity sends a red flag to Facebook to review your profile.
- Paid comments create a similar result. Facebook considers these unsolicited actions to be spam, which works against what you want to achieve.
- Original content gets promoted more than royalty-free downloads. You can’t even boost reels that use songs, so don’t expect the platform to promote work that isn’t yours to offer.

An integrity-first approach with each post builds the foundation needed to defeat the Facebook algorithm. Although original content takes more time to create, it’s essential to remember that you’re also investing in your future with this option.

#### 6. Focus on Safe and Respectful Behavior

Since 2021, Facebook has offered a feature that lets people control their news feeds. Your goal should be to get added to this favorites list. Once there, people will see content from you before other pages or friends.

The best way to achieve this outcome is to post engaging and interesting content that solves problems while staying safe and respectful.

What does Facebook consider to be safe and respectful content? There’s an [entire page](https://www.facebook.com/business/help/201148151829614) dedicated to what can get your posts de-ranked, but here are some of the highlights to consider. 

- Never post something that could be considered hate speech, bullying, or harassment.
- Anything related to criminality or violence goes against what the algorithm wants to see.
- Materials that do or likely violate Facebook’s community standards should not be posted, including posts for buying, trading, or promoting restricted services or goods.

The goal should be to build others up with your posts instead of tearing them down. If it seems questionable, consider retooling the content before posting it to focus on this strategy.

#### 7. Stick to the Basics

A [status update ](https://neilpatel.com/blog/write-facebook-status-updates/) is just as important as a high-quality video when you want to push engagement levels higher. It’s often better to have a mix of different posts when building a foundation for sharable information. 

Although a simple status update seems humble today, people still interact at high levels without photos, videos, or links. It has one of the highest engagement levels because it is such an authentic expression.

#### 8. Produce More Reels

In early 2022, Facebook expanded Reels from its initial launch because about half the time spent on the platform comes from watching videos. It’s the fastest-growing format because it aims to help people discover new things.

The news feed is more for relevant content from current connections. Reels look to build new relationships by offering observations or insights in different ways. 

Reels can be[ shared to your Stories](https://www.socialmediatoday.com/news/facebook-provides-tips-on-how-to-create-effective-instagram-reels-content/595045/) or seen within the Watch tab on Facebook. The platform also adds suggested content for people to watch even though someone might not follow that account already. [[6]]

If you have high-quality content posted in Reels on a regular schedule, you’ll find these short clips can do an excellent job of building more awareness for what you do.

#### 9. Post at the Right Time

When you want to [optimize your content](https://www.inc.com/ben-sherry/we-asked-chatgpt-and-sophia-the-robot-to-predict-the-impact-of-ai-on-the-business-world-heres-what-they-said.html) for your Facebook audience, it helps to know when these people will be logged into their profiles and using the platform. 


Teens typically access content during their lunch break and in the late afternoon. When your goal is to reach young professionals, try posting in the morning to have your information seen before people settle in at their desks or workstations.

Most users are logged in during the weekend, while fewer are available mid-morning or mid-afternoon. Every audience is different, so you’ll want to consider what each group needs when developing a posting schedule.

Once you find a rhythm that works for your needs, stick to it. People are more likely to interact with pages and brands when they feel like they’re a part of their daily routine.

#### 10. Use Stories to Your Advantage

Stories might include Reels, but they also offer a more interactive option that stays separate from the algorithm’s news feed priorities. This option appears in the tabs at the top of the feed, above the rest of the content.

When you use Stories correctly, you can potentially bypass concerns with Facebook’s algorithm.

This feature lets you share content that disappears after 24 hours, although you can still access it through your profile later. To get your point across, you can add text, stickers, and effects to the still images or videos to share.

You can even add custom links and buttons to encourage more interactions with the Stories you share on Facebook.

#### 11. Follow the Specifications

The news feed is constantly updating each user’s photos, videos, and status updates. Each post type comes with formatting recommendations that can help your information receive a potential algorithmic boost because following the rules is perceived to deliver some value.

The [design recommendations](https://www.facebook.com/business/ads-guide/update/image/facebook-feed/outcome-engagement) for images include using JPG or PNG file types. The best ratios range from 1.91:1 to 1:1, while the resolution should be at least 1080p x 1080p. 

For Facebook posts with text, the primary content should have a maximum of 125 characters. The best headlines and descriptions have 27 characters or less. You can have more content in the latter areas, but the platform will often truncate it for the viewer.

Some additional technical requirements are also worth reviewing when your goal is to defeat the Facebook algorithm.

- The maximum file size should be kept to 30 MB or less.
- Images should have a minimum height and width of 600 pixels.
- The aspect ratio tolerance maximum is 3%.

Although these standards are set for Facebook Ads, the guidelines were developed to maximize audience engagement through high-quality content outreach efforts. It only makes sense to do the same when creating posts for your audience to review.

### Proactive Actions Are Necessary to Defeat the Algorithm

To expand your Facebook reach, you could use a trial-and-error method with your content. It is possible to find what an audience prefers by testing different post types.

The problem with that approach is that there are no guarantees. You could post hundreds of times without generating much response for those efforts.

That’s why it helps to implement strategies like the ones found here to boost attention for your content. In return, you’ll find that the Facebook algorithm can be helpful.

- https://www.forbes.com/sites/forbescoachescouncil/2018/05/16/communicating-respect-know-your-audience/

- https://www.mindtools.com/ay30irc/authenticity

- https://www.americanexpress.com/en-us/business/trends-and-insights/articles/top-ten-tips-for-handling-the-difficult-conversation/

- https://www.facebook.com/business/help/201148151829614

- https://neilpatel.com/blog/write-facebook-status-updates/

- https://www.socialmediatoday.com/news/facebook-provides-tips-on-how-to-create-effective-instagram-reels-content/595045/

- https://www.inc.com/ben-sherry/we-asked-chatgpt-and-sophia-the-robot-to-predict-the-impact-of-ai-on-the-business-world-heres-what-they-said.html

- https://www.facebook.com/business/ads-guide/update/image/facebook-feed/outcome-engagement

11 Proven Methods That Let You Defeat the Facebook Algorithm

Marketing a business is not for the faint of heart. It requires time, patience and tons of money, right? Wrong! The internet has made it easy to get your business noticed online with little to no money. If you do it right, you can potentially use just the power of the internet to advertise your business – and all you have to pay for is a website.

Small and large businesses alike turn to the internet for marketing through their websites, social media accounts, e-mail newsletters and more. The best part is, they spend very little money to do it. Aside from the expense of running a website – which, if you find a reasonable host, is not expensive – you can get your business noticed online for free.

Here are the best 4 affordable ways to market your business online with little time, effort and money.

**1. Build a Business Website and Social Media Empire**

One of the first things you will want to do to market your business online is [set up a website](https://www.fundivo.com/tips/small-business-tips/marketing/5-affordable-ways-to-get-your-business-noticed-online/). The website should have your company’s mission statement and some background information, contact information, products or services offered and a blog.

Why a blog? A blog is the source of content creation surrounding your business and area of expertise. If you have a drywall business, for example, you can create consistent content that centers on drywall practices and products. You can use the content to link back to your website and draw in visitors. Make your content useful and share it with those it interests, like those building a home or construction companies.

Depending on the website host and package you choose, your website can cost anywhere from $50 to a few thousand dollars per year, but the higher end is usually for larger businesses with a lot of traffic coming to their website. Most hosting packages offer discounts for the first year or more if you choose to purchase a year or more at a time rather than month-to-month. So, if your business can afford to buy a year of web hosting right off the bat, you should use this option.

Once you have your website built, create social media accounts for your business. Include Facebook, Twitter, Google Plus, LinkedIn, Instagram and Pinterest. Try to make your username or handle the same for each social media network so it is easier for potential customers to find you online.

Share your blog content on your social media networks consistently and share the content of others in your niche daily. Sharing relatable, useful content to your followers will help you gain exposure from others in your niche and will also help grow your own brand and bring in new followers.

**2. Collect E-Mail Addresses and Send Out Newsletters**

Once your website and social media networks are set up, find a [free tool to capture e-mail addresses](https://www.campaignmonitor.com/blog/email-marketing/2015/05/capture-email-address-website/) from your website visitors. There are several free tools that will do this for you up to a certain amount of e-mail addresses. Once you reach that limit, you may have to pay for a business account, which are usually very affordable, especially for what you receive in return: E-mail addresses from visitors to help you market your business through e-mail.

Why do you need your visitors’ e-mail addresses? A list of e-mail addresses from those who visit your website and are interested in your business can be turned into a growing list of people to send out business newsletters to. These newsletters can advertise your services, products, promotions and your website content to bring more traffic to your website and possibly create more sales for your business.

To make people want to join your newsletter list, make sure they know you will never spam them. Who wants to open five e-mails per day from just your business? Also, offer them something in return, like a discount to your online store or a free eBook of useful resources related to your niche. Simply begging, “Please join my e-mail list!” will not compel most customers to join.

Once you have a good number of subscribers, start working on your newsletter with a [newsletter building tool](http://writtent.com/blog/7-best-newsletter-builders-for-creating-great-newsletters/). These online tools offer templates and guide you through the process of creating an engaging newsletter step-by-step. You can even save your template to use again for easier creation of subsequent newsletters. See how easy (and affordable!) it can be to streamline your online marketing?

**3. Turn to Bloggers for Reviews**
Blogging might seem like a leisurely activity people do as a hobby to pass the time and have their small, online presence. But did you know that blogging is bigger than ever and has the potential to reach people all over the world? Do not think of bloggers as hobbyists, but instead, as online marketers who can do wonders for your business.

If you are in a business that sells a product, offer a blogger with an extensive online presence through her blog and social media a [free product in exchange for an honest review](http://www.cio.com/article/2475404/internet/9-inexpensive-ways-to-get-your-new-business-noticed-online.html) on her website. You will only be out the cost of the product and you are, in exchange, getting free exposure about your product and your company.

Similarly, if you offer services, such as graphic design, ask a popular blogger to review your service. Have them cover every aspect of the design process, such as the ease-of-use of your website, to planning the design with you to their thoughts about the final product. If they love your service and your work, most bloggers will be happy to spread their love throughout their social media channels and in a review.

You can also search other blogs that might have mentioned your product, service or business. If they have positive things to say, ask them if they would mind mentioning their thoughts on a quick social media post. If a blogger has a negative view of your business, do not be afraid to contact him and see if there is anything you can do to correct the situation and make him a happy customer. If you are successful, he may be inclined to mention your excellent customer satisfaction skills on his blog or social media.

**4. Offer Referral Discounts**

After you have a loyal online fan base started, you should begin rewarding those who actively share your content, products and services with their networks, as well as those who found your business through that shared content.

If you offered a blogger a free product or service in exchange for a review, you can also offer a [special discount code](http://www.cio.com/article/2475404/internet/9-inexpensive-ways-to-get-your-new-business-noticed-online.html) for that blogger and one for the blogger to share on her website. This gives the blogger something extra and enticing to share with his/her followers, ultimately leading to more exposure and purchases for your business.

Another strategy to get your business noticed online and grow your fan base is to set up a referral program where those who refer you can receive money or points per referral. They can then trade in what they have earned for cash or credit toward a purchase from your company. This encourages people to get their friends and family to sign up, giving you more potential customers, while rewarding your current customers for sharing your company. It is a win-win for both of you.

To get your business noticed online actually takes little effort and money, yet can grow your potential customer base exponentially in a short amount of time. Begin with your website and social media accounts. Make sure these are strong and have plenty of shareable content. Then, begin working on growing your e-mail list. Finally, spread the word of your business through blogger reviews and a referral program. What other ways have you grown your business online? I’d love to hear your thoughts or questions!

4 Affordable Ways to Get Your Business Noticed Online

With trust in banks falling and interest in social entrepreneurship rising, crowdfunding has fast become a popular way of gaining financial backing without turning to traditional institutions. But with its rising popularity, there’s an increasing amount of competition on the platform. Getting noticed (and getting funded) can be tough, though these five tips will help you to market your crowd funding campaign more successfully.

**Make Your Product or Idea Clear**

If you’re asking people to part with their money, it’s important that they understand why. While funny, clever or emotive descriptions can be a great way to catch people’s attention and stick in their memory, the most important element is the idea or product itself, so you need to make sure your description is clear about exactly what you’re building and how any investments or donations will be spent.

Think back to your school days and apply the four Ws to your description (for anyone who’s forgotten, that’s: what, who, why and when).

First and foremost, what is it? Lay out exactly what it is you’re trying to build. Try not to get bogged down too much in speculation and potential future developments; focus on this particular project and the ultimate end result.

As well as knowing what they’re investing in, the investors/funders would want to know who. Tell them who’s behind the business. Is it a solo venture? Do you have collaborators? Are you partnering with a bigger firm or company? Make sure they understand who will be in charge of handling their investments/donations so that they know that it’s a trustworthy recipient.

Next up, think about why you’re developing your idea. What gap in the market are you aiming to fill, or what need are you trying to meet? Put forward clear, concise reasons why your product is different to what is currently on the market, and more importantly, why your investors should care about it and want to see it come to life.

Finally, tell them when you can expect to see it launch. While your idea might be theoretical at the moment, your potential investors will need more solid promises in order to be convinced. Set yourself clear deadlines and make sure that you stick to them, so that your donors will know that their money is indeed being put to its intended use.

![Pebble-Epaper-Watch-300x169.png](/uploads/Pebble_Epaper_Watch_300x169_0612313903.png)

A great product example would be Kickstarter’s Pebble Epaper Watch – with the runaway success product, Pebble Technology sought a targeted funding of $100,000. Imagine, when it rolled over to collections of $10,266,845! Truly a breakthrough product, very well-defined, presented with crystal clear, targeted marketing. As Pebble Technology proudly displays: 68,929 backers pledged $10,266,845 to help bring this project to life. Love it!

**Engage Your Audience**

Of course, while the essentials must come first, there’s still plenty of room for creative license in your pitch. After all, if you want people to invest financially, you have to get them invested emotionally. Once you’ve made sure that all the key information is included in your description, think about ways to further engage your audience by bringing some personality to your product.

How you go about this will largely depend on the audience you’re trying to reach, the type of idea or product you’re trying to launch and your personal brand. If you’re looking to engage business investors, you want to make clear the benefits to them as well as inspiring them to get involved in what could potentially be the next big thing. Think about your motivations for starting your business and channel that sense of excitement into a compelling, comprehensive and engaging pitch. It’s important to show that you’ve put serious thought into your idea, so make sure you cover areas of concern as well as development timelines.

If you’re looking for support from smaller companies, individuals or family and friends, you may want to take a more emotive approach – particularly if your idea falls into the social entrepreneurship category. Again, consider your own motivations behind founding your business, but give more personal insight into your thought process and your hopes for your company. Tell the story of how you came up with the idea, or talk about the people that inspired you to create it. As well as helping bring people onto your wave length, it will give your investors a sense of being more personally included and may just match up with interests of their own.

Getting people invested also extends to getting them excited about your product. Give them an idea of how it could be used. Real life scenarios make it easier to imagine your business in action, and make your venture seem much more realistic than a simple idea put down on paper.

I really like how Ponomusic went about it. Video marketing-wise, they broke all the rules of short and sweet, did not even display the product properly, and got THE Neil Young – the Creator of Pono – as the celeb-owner protagonist doing sincere interviews with a bunch of high-profile musicians like Pearl Jam, Norah Jones and others. Social proof with influencers, sort-of was the idea behind it, and it worked. Pono went on to raise $10,266,845 (10,266 percent of their goal)

**Introduce a Sense of Urgency**

Once your audience is engaged and invested in your idea, the next step is to encourage them to actually donate. Crowdfunders often struggle to persuade their supporters to go beyond liking or sharing a post to add their own funding/donation, even with the most compelling pitch or innovative idea. This, most of the times, sucks.

One way to encourage donations is to introduce a sense of urgency with a clear deadline. Having an end date helps overcome that “I’ll remember to do it later” sensation that can be so frustrating with campaigns, and make visitors to your page more likely to sign up there and then. Set a reasonable end date and give reasons for starting and finishing your launch at particular times. Of course, for this to be effective, you need to make sure your investors feel compelled to be involved and give them a reason to not miss out on being a part of your company.

This also helps investors feel more assured that your idea will in fact come to fruition. An open-ended campaign has the potential to run indefinitely without ever producing concrete results. By setting fixed dates, you show that you’re serious about following through on your idea and product.

When setting your deadlines, be realistic about what you can achieve and when. Don’t give yourself too short a time to raise funds in the name of creating urgency, but don’t leave your deadline so far away that it seems like it can be easily put off. Similarly, think about your timeline for creating and launching your business. How much time do you realistically need? Have you left yourself enough leeway for potential problem? Is there an upcoming holiday or occasion that would best suit the launch of your business, such as Christmas or school holidays?

[The Nikola Tesla Science Centre](http://www.teslasciencecenter.org/wardenclyffe/) at Wardenclyffe was taken to Indiegogo for pledge funding to restore Tesla’s forgotten lab at Wardenclyffe and raised $1,000,000 in nine days. What earlier was meant to be a mere restoration is now about to be a science center and museum honoring Nikola Tesla!

**Offer Incentives and Rewards**

While a creative and compelling pitch may help get others invested in your business, you have to allow for the fact that they won’t be as invested as you are – so you need further incentives to encourage them to get involved. After all, an idea is much more exciting when you’re a part of it than when you’re watching it from a distance.

With this in mind, consider incentives that allow your investors/donors to become a part of your business. For example, crowdfunded film projects often offer to include generous donors’ names in the credits. New products might offer early prototypes to their investors. Not only does this make your investors/donors feel more involved in your business, you might be surprised at the additional benefits to you, such as feedback or suggestions that you can incorporate into your finished design.

Incentives usually include the product or business being pitched in some way – such as free or discounted memberships or samples. However, other small gifts can also be a great option, particularly for smaller, more personal businesses. Thank-you cards and chocolates are old classics that are often well received, particularly by friends and family. Other ideas include regular updates, so that your investors can see how your project is developing, or gifts from a partner company.

The above example of the Pebble Epaper Watch on Kickstarter is a good rewards-based crowdfunding campaign. A donation of $100 for that crowdfunding campaign earned you a promise that you’d receive the watch when they were done. Different donation amounts had different rewards attached. You could even donate – and some folks did – $10,000 for 100 watches! Had the $100,000 goal not been met, the donors would get their money back, of course, and the campaign would have fizzled out.

**Cast a Wide Net**

Once you’ve written your pitch and set your incentives, it’s time to get the word out there. While many marketing campaigns focus on quality rather than customers, with crowdfunding one of the most important aspects is to have your campaign seen by as many people as possible.

The easiest place to start is your personal network. Make the most of your social media as well as your offline contacts – and don’t be afraid to ask them to share it with their own network. Share your campaign, and remember to tailor your message for each platform. As well as reaching your personal friends and family, make the most of tools such as hashtags to reach a wider audience. Think about the kind of people that might be interested in their idea, and look at their typical social media activity. For example, if you’re targeting travellers, you might do well with inspirational pictures on Instagram. If you’re launching a parenting product, you might gain traction using the “mblogger” hashtag.

If your idea is particularly innovative or it’s a social or charitable venture, you might find it’s of interest to news outlets and interest sites. Featuring on a popular platform can be a great way to boost your campaign’s profile and get new investors interested. Often, city news outlets will be interested in local interest stories, so this could be a great place to start.

The Veronica Mars Movie Project crowdfunding was a classy social media blitz in quite a few ways. To quote Hootesuite: The campaign’s social media efforts were key in not only meeting, but substantially exceeding their goal of $200,000. Although working with a very limited marketing budget, the Veronica Mars Movie Project became the fastest on Kickstarter to raise $1,000,000 and $2,000,000, respectively. The latter goal of $2,000,000 was the highest goal ever set on Kickstarter and was surpassed in just one day, becoming a single day record for the site.

To make this happen, marketing company Big Fuel led social media efforts including:

A Twitter Q&A Party attended by writer Rob Thomas and star Kristen Bell using the hashtag #VeronicaMarsMovie (which earned 2,400 mentions in just 20 minutes, and saw over 850 mentions per day for the remainder of the campaign)

A Facebook page was created to accompany the Kickstarter campaign, which achieved 24,000 fans in one week

An Instagram account was created which had over 11,000 followers in less than a month

No paid advertising or media

With this monumental success, the Veronica Mars Movie Kickstarter became one of the most discussed and publicized social media crowdfunded campaign in history (eventually, “91,585 backers pledged $5,702,153 to help bring this project to life”)

[See the vid here:](https://www.youtube.com/watch?v=1DTZ-fXU4iE)

The global crowdfunding market potential is estimated to be between $90 and $96 billion by 2025.  That’s no small number – especially considering that it was just $2.7 billion in 2012. Have you launched a successful crowdfunding campaign? What are your top tips for spreading the word and gaining investors? Share your ideas in the comments below.

5 Tips to Successfully Market Your Crowdfunding Campaign

As we reach the end of the year 2022, it’s time to look ahead into 2023 to see how (or if) you should update your brand. Knowing these 8 brilliant branding trends will help you stay current and eye-catching, while also giving you an edge over your competitors.

### 1.  Typography

One trend I’m already seeing in 2022 that I expect to continue into next year is the use of typography to express a sparse yet strong brand identity.

Typography is defined as “the style and appearance of printed matter.” Basically, brands that place a strong emphasis on typography are placing text at the forefront of their marketing.

To show you how this branding trend works, I’ll use an existing brand as my example: Hello toothpaste (sold at Target). When you look at the squeeze tube of[ Hello toothpaste](https://www.hello-products.com/), the first thing you see is the name of their brand in a large, stylized font. The rest of the tube is pretty simple: monochromatic in color and has no imagery or mascot.

The Hello typography isn’t random. It’s been thoughtfully designed to convey minimalism, which reflects the product itself and how it’s free of toxic excess ingredients like sulfates, parabens, triclosan, etc.

You’ll also notice that the brand name is typed in lowercase. This typographical choice was intentional, as well, as it communicates a sense of simplicity and friendliness that makes the brand more approachable to potential buyers. The special design for the “e” also makes the logo look distinctive from other toothpaste brands, and a little quirky, too. This is a brand that appears fun and inviting, without being loud or in your face.

This toothpaste product brings out all these positive emotions, just by pushing typography in their product branding. I expect a lot of brands, not just Hello, to continue this trend in 2023.

### 2.  Bright Color
If you’ve noticed a lot more color on store shelves and on social media in the past few months, then you’ve caught onto another branding trend for 2023.


Color me This!
The use of bright colors – pink, red, orange, Kelly green, turquoise, yellow – is a significant departure from the muted tones of 2020-2021. Color reflects mood, and so one reason we’re seeing so much of it now could be that brands need to reignite enthusiasm for shopping among consumers.

The last few years have been tough, what with the COVID 19 pandemic. People want to celebrate life and feel vibrant and happy. What better way to do that than by purchasing products that add joyful colors to their lives?

To that end, you may want to hop on this trend and inject some bright colors into your branding this coming year. It will do wonders for making your brand appear snappy and trendy amid all the others in your niche.

### 3.  Nostalgia
Those of us who grew up in the 90s and the early 2000s (not me) never thought that the branding from that era would come back as a trending force.

Nevertheless, it’s making a comeback. Millennials are becoming nostalgic for the good old days when brands were fun, chaotic, and colorful, rather than minimalistic and streamlined.

If you want to hop on this trend for your own brand in 2023, you don’t have to be as overt as offering complimentary scrunchies or designing a retro-style logo. Instead, you can take a page from Spotify, the subscription music streaming platform, and tap into specific colors and imagery to draw out the feeling of nostalgia without stating it.

I’ll show you how that works.

Every year, Spotify releases Spotify Wrapped, a slide-style overview of each subscriber’s listening experience over the past 12 months. It shows individual subscribers which artists and songs they listened to the most, what their favorite album was based on the number of repeat plays, and so on. This information is displayed on colorful backgrounds and accompanied by dynamic animations, which are designed according to that year’s theme.

In 2022, the theme for [Spotify Wrapped](https://newsroom.spotify.com/2022-wrapped/) was “kaleidoscope,” with bold splashes of yellow, pink, green, orange, and purple. The overall effect leans heavily into nostalgic 90s and early 2000s vibes. This is how you can imbue your brand with nostalgia for bygone eras without stating it outright to the consumer.

### 4.  Brand Activism
[Brand activism](https://medium.muz.li/the-hottest-brand-identity-trends-2022-2023-d2fbe832edfc) is not a new concept, but the name is relatively new – and it’s been buzzing like a bee in a hive. The idea is that brands must not just say that they promote a particular value or social movement. They must show their support through their branding.


Brand Activism
This trend is most evident during June, which is officially considered “Pride Month”. During this month, you’ll see a lot of brands change their logos on their social media accounts and even on their website to rainbows to reflect their support for the LGBTQ+ community. Many brands go even further by releasing a special version of their product that features rainbow colors and releasing it in time for Pride Month.

They may also donate to nonprofit organizations that are associated with the LGBTQ+ movement. For example, [the Apple brand supports](https://www.usatoday.com/story/money/reviewed/2021/05/27/pride-month-2021-brands-giving-back-lgbtq-community/7467685002/) the National Center for Transgender Equality, which advocates for social justice for transgender individuals.

All of this may sound like just like brands are just promoting whatever is popular, but it’s actually a form of brand activism. They see an issue or a movement that is important to their consumer base, and they incorporate that into their branding to show that they, too, advocate for those same values.

Consumers are tired of fake and dishonest brands. Instead, they want to know that the company they’re purchasing from genuinely cares about issues, rather than just saying that they do.

Brand activism is a trend that has been around for a long time, but I can safely say that it’s going to continue in 2023. In fact, it may become more important than ever.
### 
5.  Simplicity, Not Minimalism
When you hear that the word “simplicity” is one of the branding trends for 2023, you may think it’s simply a synonym for “minimalism.” But the two aren’t quite the same.

Minimalism in branding involves using as little design as possible and paring your brand identity down to its barest elements. But simplicity is more about making your brand accessible and easy to understand at a glance. It operates on a customer-based perspective rather than a brand-based perspective.

To embrace simplicity, you don’t have to remove all extraneous adornment, color, or life from your branding. You just need to take away all the complexity. Identify the most important parts of your brand identity and communicate them to consumers in a short, concise way.

A great example of a brand that utilizes simplicity in its branding is Liquid Death, which sells mountain spring water in cans.

When you go to the [Liquid Death website](https://liquiddeath.com/), you don’t see a lot of text, colors, or complicated graphics on the landing page. Instead, you see a small block of text on the lower left corner of the screen that says, “Don’t be scared. It’s just water.” In the center of the screen is a video showing different types of people drinking Liquid Death.

That’s it. Yet it effectively conveys Liquid Death as a cool product that cool people want to drink. They don’t need to say much to get the point across.

This type of branding is always trending because it always works. The faster and more simply you can communicate your brand identity and what your products are all about to your customers, the more sales you’ll make. It’s simply a tried-and-true formula.
### 6.  Adaptable Logo Designs
Brands have to be everywhere these days. I’m talking about websites, social media platforms, television – everywhere. Each of these media requires a different method of representing your brand logo. For example, on Netflix’s Twitter account, their profile picture is the “N” in their brand name. But on their website, they display the full Netflix logo in the upper lefthand corner.

When you’re revamping your brand logo in 2023, focus on developing an adaptable design, so you can retain your brand identity and recognizability while optimizing it for the specific platform where you’re building your presence. You’ll want to put a lot of thought into this to ensure that no matter how you present your logo, your customers still identify it as belonging to you and you alone.

To see how this works in practice, let’s take another look at Netflix. The television and movie streaming service has designed a unique logo that is instantly recognizable to millions of people. It’s so recognizable, in fact, that even if they just put up one letter from their logo – the letter “N” – in that distinctive typography, consumers will still know the brand when they see it.

That’s what you should strive to achieve with your logo in 2023, if you haven’t already. Make it adaptable so that it’s easy to optimize for different platforms.

### 7.  Humanization
The human touch has always been an important part of branding, but its significance is growing as we head into 2023. Perhaps this is another result of the COVID 19 lockdowns and social distancing, but I suspect that more people nowadays are longing for human connection. They want to feel that they’re purchasing products and services from real people, rather than cold, unfeeling robots or factories.

The same goes for branding. Companies that humanize their brands will be able to establish a deeper, more trusted connection with potential customers and increase the chances of a sale.

[Mint Mobile](https://www.mintmobile.com/) is a wonderful example of humanizing what would otherwise be just another heartless, impersonable cell phone carrier. While big brands like AT&T and Verizon use their branding to emphasize high-speed internet, 5G data, and “deals” on expensive phones, Mint Mobile takes an entirely different tack. This brand does everything possible to reduce the cost of having a phone and a phone plan for the customer, and they make sure to emphasize that in their branding.

Mint Mobile approaches branding from a human pain point: reducing the high cost of having a dependable cell phone carrier. If you follow their strategy, then you’ll set your brand apart from all the other companies in your niche in 2023.

### 8.  Trending Pop Culture

Pop Culture
You may have noticed a trend in the past couple of years in which brands publish content that’s related to whatever is trending in pop culture, even if it has nothing to do with their actual brand.

For example, Wendy’s, the American fast-food chain, often posts memes to their Twitter account that are related to the latest trending topics in pop culture that day. Recently, it’s been a trend on social media to make fun of the state of Ohio, and in response, Wendy’s published [this Tweet](https://twitter.com/Wendys/status/1599873034529042432?s=20&t=FVtalfYP_JdyNgFtI1d0XA) to their account on December 4th, 2022.

You’ll see similar behavior from other brands, too, both big and small. It’s actually a smart branding strategy. Here’s why.

These types of posts will generate a lot of engagement between you and your customer base. This is because they tap into what thousands or even millions of other people are talking about, and it makes your brand appear current and relatable when you talk about it.

Another reason it’s so successful (if you do it right) is that it can be very funny. Humor is always an excellent branding tactic – that is, if it’s part of your brand identity. Even if it’s not, though, you can usually find a way to connect your branding to current pop culture trends.

If you haven’t started doing that, you may want to get on it, as it will continue to be a trend in the coming year.

What do you think of these 8 brilliant branding trends of 2023? How will you be implementing them in your marketing strategies in the next few months? Let me know in the comments!

Pushing design boundaries, clean geometry, pop culture influence et al would be minor branding trends for 2023. Each year, whatever businesses we have been in, I have always tried to customize as much as we could and incorporated the shifting trends into our brand strategy regularly, whether they’ve been b2b or b2c businesses.

My 12-year-old son Neil regularly studies and does the same for his fledgling businesses where he and his team build games for kids and their other allied ventures. The branding force is too strong in our family.

8 Brilliant Branding Trends For 2023

Whether you’re a content creator marketing professional, or business owner, you know how important it is to get your content seen by as many people as possible. But with the vast amount of content available online, it can be tough to stand out and drive traffic to your website or social media channels.

That’s where content promotion comes in!

Content promotion is the process of actively sharing your content with your target audience in order to drive traffic, engagement, and conversions. It’s a crucial part of the content marketing process and can help you reach new customers, build brand awareness, and establish yourself as an authority in your industry.

With that said, in what follows, I’ll be sharing eight (8) effective strategies for promoting your content and getting it in front of the right people. From leveraging social media to guest blogging and email marketing, we’ll cover a range of tactics that can help you boost your content’s reach and impact.

So, without further ado, let’s get started!

### Top 8 Content Promotion Strategies

Whether you’re an agency, small business owner, content creator, or otherwise, one of the biggest challenges you face is getting your content seen by the right audience. With so much competition for attention online, it can be tough to stand out and drive traffic to your website or blog.

That’s where content promotion comes in…

By implementing a variety of strategies to be discussed, you can increase the visibility and reach of your content, ultimately driving more traffic and potentially even revenue.

The following strategies include paid advertising, organic social media marketing, email marketing, content syndication, bookmarking sites, guest posting, influencer marketing, and podcast interviews.

By combining several of these tactics, you can create a comprehensive content promotion plan that will help you reach your target audience and achieve your goals.

### 1. Paid Advertising

Paid advertising is a great way to get your content in front of a large audience quickly. There are several types of paid promotion strategies to consider:

- Google AdWords: This platform allows you to create text, display, and video ads that will appear on Google search results and other websites within the Google Display Network. You can target your ads based on keywords, location, and other factors to reach the right audience.
- Social Media Advertising: Most social media platforms, such as Facebook, Instagram, and LinkedIn, offer paid advertising options. You can create targeted ads that will appear in users’ feeds or as sponsored content.
- Native Advertising: This type of advertising involves placing ads in a format that blends in with the surrounding content. For example, you might see a sponsored article in a news feed that looks like a regular article, but it is actually an ad. Native advertising can be effective because it doesn’t feel like an advertisement, but it can also be controversial if it is not clearly labeled as sponsored content.
### 2. Organic Social Media Marketing

Organic social media marketing involves promoting your content on social media platforms without paying for ads. There are several sub-strategies for promoting organic content on social media:

- Develop a Hashtag Strategy: Hashtags are a great way to increase the reach and visibility of your social media content. They allow users to easily find and engage with your content by searching for specific keywords or phrases. To use hashtags effectively, you should use relevant hashtags that are popular and widely used in your industry, create a branded hashtag for your business or campaign, and use a mix of popular and niche hashtags to reach a wider audience
- Run Social Media Contests: Contests are a fun and engaging way to promote your business and build your social media following. They can be used to increase brand awareness, drive traffic to your website, or generate leads. To run a successful contest, you should offer a prize that is relevant and appealing to your target audience, clearly outline the rules and guidelines for the contest, and promote the contest through your social media channels.
- Post High-Quality Images and Videos: Visual content is an important part of any social media marketing strategy, as it helps to capture the attention of your audience and convey your message more effectively. To effectively use visual content in your social media marketing, you should use visually appealing and high-quality images and videos that are relevant to your brand and message, and experiment with different types of visual content, such as live videos, stories, and carousels to see what works best for your audience.
### 3. Email Marketing via Newsletters

Newsletters are an effective implement for promoting your content to a specified targeted audience. The best part is that you can use email marketing software to create and send newsletters to your email subscribers.

Below are three benefits of using newsletters for content promotion:

- Targeted Distribution: Email newsletters allow you to send your content to a specific group of people who have expressed an interest in receiving updates from you. This targeted distribution can help increase the chances that your content will be read and shared by the right audience.
- Increased Visibility: By sending your content through email newsletters, you have the opportunity to reach a larger audience than you might otherwise be able to reach through your website or social media channels alone. This can help increase the visibility of your content and bring in new readers and potential customers.
- Measurable Results: Email newsletters provide an easy way to track the success of your content promotion efforts. By using tools like open and click-through rates, you can measure the effectiveness of your newsletters and adjust your strategy accordingly. This can help you optimize your content promotion efforts and get the most out of your marketing efforts.
### 4. Content Syndication & Repurposing

Content syndication involves repurposing your content and publishing it on other websites.

This can help you reach a new audience and drive traffic back to your own site. You can syndicate your content through guest posting, podcast interviews, and by submitting it to content aggregation sites.

### 5. Utilize Bookmarking Aggregate Websites

Quora and Reddit are popular bookmarking aggregate websites that allow users to share and discover new content. You can use these sites to promote your content by answering relevant questions or participating in discussions related to your industry. Just be sure to follow the site’s rules and guidelines and avoid spamming or self-promotion.

There are several purposes for utilizing bookmarking sites for content promotion:

- Increase Content Visibility: By bookmarking your content on bookmarking aggregate websites, you can make your content more visible to a wider audience. This is especially useful if you have a new blog or website that you are trying to promote.
- Drive Web Traffic: When you bookmark your content on these websites, you can include a link back to your website. This can help drive traffic to your website, as users who are interested in your content may click on the link to visit your site.
- Improve SEO Rankings: Many bookmarking aggregate websites have high domain authority, which can help improve the search engine rankings of your website.
### 6. Blog Guest Posting

Guest posting is a great way to promote your content and get exposure on other blogs in your industry.

You can write a guest post for another blog and include a link back to your own site. Alternatively, you can invite other bloggers to guest post on your own blog. This can help you build relationships with other bloggers and drive traffic to your site.

### 7. Influencer Marketing

Influencer marketing involves partnering with influential people in your industry or niche to promote your content.

These influencers might be bloggers, social media personalities, celebrities, or industry experts who have a large following and are respected within their community. By partnering with influencers, you can tap into their audience and get your content in front of a larger, targeted audience.

Below are three primary payment structures often used in influencer marketing strategies:

- Flat Fee: This is a one-time payment made to the influencer for their participation in a campaign. The fee may be based on the influencer’s reach, engagement, or other factors.
- Commission: In this structure, the influencer receives a percentage of the sales generated from their promotion of the product or service. This can be a good option for brands that are looking to drive sales through influencer marketing.
- Product or Service Exchange: Instead of paying the influencer with money, the brand may offer them a product or service in exchange for their promotion. This can be a good option for smaller brands that may not have the budget for a traditional payment structure.
It’s important to note that these are just a few of the payment structures that may be used in influencer marketing. The specific terms of an influencer marketing campaign will depend on the specific needs and goals of the brand and the influencer.

### 8. Podcast Interviews

Last but certainly not least is the often forgotten and not-yet fully valued podcast format of consuming content.

In short, podcasts are a popular way for people to consume content and being a guest on a podcast can be a great way to promote your content. You can look for podcasts in your industry or niche and reach out to the host to see if they would be interested in having you as a guest. In contrast, you can pay for a promotional read on several podcasts to further increase brand awareness and visibility.

### A Final Word

In conclusion, these are just a few of the many strategies you can use to promote your content and get it in front of a larger audience. It’s important to find the strategies that work best for your business and to be consistent in your efforts.

While this may take some time during the trial-and-error phase, by implementing a combination of paid and organic promotion strategies, you can effectively get your content in front of the right people, drive traffic to your site, and ultimately optimize promotional reach.

Good luck! Or as we say in poker: Good Skill!

8 Explosive Content Promotion Strategies

In my productive work, I enforce one tenet over all others: communication. Communication layers have to be established in a workplace and within an organization and zealously implemented. I do. Miscommunication, improper feedback/follow-up can throw a spanner in the works or have disastrous consequences. My brief in this context is clear, concise and dictatorial: you MUST communicate, respond, participate, listen, speak. And what about me, the guy who leads from the front? Do I have to do this myself as well, or am I exempt from this? Businesspeople come a dime a dozen, but what is the key ingredient that separates businesspeople from leaders? If you answered that they should be excellent communicators, then you hit the nail on the head!

Here is a list of several key communication secrets of leaders:

**1. They Are Active Listeners**
Those who are great communicators know that the first step in communicating is being an active listener. Leaders do not just talk “at” somebody. They allow their audience time to ask questions and contribute input to the discussion. On both ends of the conversation, they face the other parties and maintain eye contact. They do not interrupt another speaker, and they demonstrate attentive listening in their body language. They offer feedback when requested or welcomed.

**2. They Know Their Target Audience**
Great leaders know that the secret to connecting with their audience is to engage them. Just like teachers engage their students’ interest, so does a leader with great communication skills. They know their audience’s general concerns, values, and lifestyles. They connect their examples to these points to keep their communication relevant.

**3. They Share Their Expertise**
In order for leaders to communicate effectively and to be taken seriously by their audience, they need to have expertise on the subject matter they present. Audiences can easily detect whether the speaker is strong and confident in their knowledge of the content they discuss. Excellent communicators validate facts or opinions with solid support to back up their claims. This earns the respect of their audience who will perceive them as a credible and expert source.

**4. They Are Genuine**
The best leaders talk to their audience in the relaxed manner they would with a good friend. They do not sound as if they are negotiating a stiff business matter. They know that sounding more natural sets a warm and positive tone with their audience. They present themselves as down-to-earth in their speech and in their mannerisms.

**5. They Are Truthful**
Every great leader communicates with honesty and integrity, and they actually have it! They know that audiences can see right through a façade. They know that the way to earn trust with their audience is to speak truthfully. When a member of their audience asks an awkward question, they answer tactfully. They are direct in stating if the answer contains information; they are not at liberty to disclose.

**6. They Tell Stories That Connect**
When successful leaders have a point to communicate, they often use short stories that connect to the listeners’ lives, feelings, and needs. These are mostly based on their own experiences and reality. This will usually conjure up images in the minds of their audience that evoke emotion and really resonate with them.

**7. They Make It Personal**
One of the major communication secrets of leaders is to make it personal for each individual. When they direct whole groups as individuals, they can make a deeper connection with their audience. More personal and direct communication develops a stronger rapport with each person and, therefore, gives speakers greater credibility.

**8. They Entertain**
Great leaders know that one of the best traits of a great communicator is being able to inform and entertain at the same time. When the speaker makes his audience laugh, he knows it is more engaging for his audience. A more engaged audience is a more attentive audience.

**9. They Communicate Strategically**
Leaders strategically develop the content of their communication. They use outlines when delivering speeches and focus on making a valid point in their written correspondence. Regardless of the communication method, the one function it should always possess is delivering information with an objective. The objective should fill some kind of need in the audience, or inspire and motivate them to take action towards a goal.

#### How To Culminate All 9 Of The Communication Secrets Of Leaders
On an individual basis, the communication secrets of leaders outlined above are pretty straight forward and fairly easy to accomplish. However, culminating these communication skills is not so easy. If it was easy, there would be a great deal more leaders and a lot fewer arguments among people! So, how do some great leaders manage to accomplish that?
Keep the list above handy and keep returning to it to reread it. Think about the purpose and audience of your communication. Carefully review each secret to see how they can apply to the format of your communication. For example, how would they be applied to different settings?

Just as there are no cookie cutter solutions to every problem, so do different modes of communication command different approaches for different settings. A business meeting in a conference room would be enlightened with an entertaining quip, but it might not be appropriate in a letter or email. With this in mind, perhaps one more communication secret of leaders would be that they have discernment for knowing what to say and when to say it.

9 Outstanding Communication Secrets of Great Leaders

**A Startup CEO Secrets Revealed:**

From the start of everyone’s career, one dreams of owning and running one’s own business someday. It takes a while to discover what industry and type of company you would invest your life’s work in. Usually you work the corporate ladder on somebody else’s payroll for years and hate it! In my case, for instance, I envisioned and planned for the right moment to take my skills and passion into the world with my own capital, and to strike out on my own as a startup CEO at a pretty young age.
I imagined then that after the initial work of rolling up my sleeves to get my company up and running, my CEO life would assure me plenty of time kicked back in an executive chair with my feet up and my years of brunt work behind me.
Most of us whose imaginations wander into the world of self-employment probably have only a faint notion of the work and commitment it requires to become a successful startup CEO. Some of us may not know how big we want to expand our businesses, while others know exactly what we want to achieve. Whether we want to keep our business small or shoot for the moon to grow a large corporation, we realize that the main ingredients to success are passion and hard work. When we feel the timing is right, we strike out on our own with fervor, persistence and patience. We know that if we want our venture to be a success, we must psych ourselves up with confidence and resilience to mentally prepare ourselves for the toughest and most progressive phase of our lives.

**A Startup CEO’s Checklist**

![what-does-a-startup-ceo-do-291x300.jpg](/uploads/what_does_a_startup_ceo_do_291x300_67ad8cdb92.jpg)

The first step in any venture is devising a plan, so I had a lot of research to do and many decisions to make. The to-do list of a startup CEO is indeed long, but it can be managed well if you have the confidence and determination that it will all get done in due time.
Here is a list of some major ingredients I would need to be an effective startup CEO:
1. Knowledge and skills about my products, services and the industry in which they fall;
2. A corporate attorney or business consultant to devise a flexible business plan for me and assist me in writing contracts;
3. Proposal of how much venture capital I need and the sources from where I would get the funds;
4. Strong verbal and written communication skills to convey my ideas clearly;
5. Bookkeeping skills or a trusted accountant; and
6. Help during the startup phase from people I know well and who share my excitement.

There were many more projects I completed and skills I had to possess as a startup CEO that I consider tools to that would transfer over to other careers, should my venture not work out. According to Wade Fulton of Forbes.com, contracts are highly regarded as a means to confirm business agreements and services. I learned this lesson the hard way when I bypassed the contract with a client who was a friend of a friend. The client insisted we bartered services, so I took him to court to sue for my fees. I had proof of the quotes I drew up for him and easily won my case. Protect yourself legally by documenting everything!

**Ride Out A Recession In The Startup Phase**

As a startup CEO, I had to learn not only how to grow my business but also how to save it from the trenches of a tough economy when initial expenses were draining my operating budget. I discovered that starting up a new business as its CEO requires the ability to work long hours for little or no pay. I learned that new startups often take three to five years to show their first profit, so I adjusted to living on a very conservative budget. I knew that if I made some temporary sacrifices, I had a better chance of being rewarded with long-term prosperity. Unless I was lucky enough to have access to a bottomless trust fund, I would have to keep my expenditures down to only necessities for a while.

**Keep Your Eyes On The Prize**

In the beginning, it was easy to become overwhelmed with all the industry data and project details coming at me. To keep my sanity in check, I kept friends and consultants nearby with whom I could discuss my ideas. That is just good sound advice for us all to follow when our careers get stressful and our company goals and objectives are on shaky ground. I kept a positive outlook and stayed focused on my goals, faithful that months and even years of hard work would turn my scarcity into prosperity.
No matter how tough entrepreneurship has been at times, it has shown me the rewards of having relentless belief in myself that I could follow my life’s purpose. It has given this startup CEO a sense of validity and purpose.

A Startup CEO Secrets Revealed

It’s often been said, and will continue to be said, that technology is changing at a more rapid pace than ever. Things that couldn’t have been dreamt of just 30 years ago are here today. Consider your smartphone. Even Captain Kirk’s communicator from the ‘60s Star Trek looks like garbage next to the low-end smartphones on the market today. The upcoming IT trends are indicative of how the world, and the gaming world, is changing and will continue to change for the next several years.

#### 1 – Virtual and Augmented Reality

Google Glass caught on to virtual and augmented reality in the business sector, even though it was also marketed toward a wider audience. It provides a quick and easy on-the-go augmented reality solution for any user. Further developments of products like this, and for products like this, will be absolutely necessary to watch out for in 2015.

Even the consumer market is getting a piece of virtual and augmented reality with products like the Occulus Rift, Samsung Gear VR, and the Microsoft HoloLens that was announced at E3 this year. While these systems are mostly for gaming, utility programs can also be developed for them and with potential Internet capabilities, there could be even further developments in the market.

#### 2 – Wearables

Many companies have had a wearable in some form or another. Even going back as far as the 90s with calculator watches, the consumer market has always had a desire for something to make their lives quicker and easier. With wearables like the aforementioned Google Glass, the Samsung Gear line of watches, the new LG Urbane, Apple Watch, and Moto 360, we’ll be seeing a lot of consumer and business sales of this new trend, and development directed at wearables is becoming almost as important as developing for standard mobile devices.

#### 3 – Analytics and Metadata

There’s a fine line between gathering useful data and a customer considering that a company has reached too much an invasion of privacy. Customers will understand if an automatically updating cloud app needs to access their contacts and pictures but will not understand why a news app would need to, even if there is some customization that may allow the developers to create a better experience for the consumers. Being able to gain as much information as possible about customers while keeping their perceptions of privacy in mind is going to be an absolute necessity in 2015.

#### 4 – Global Market

More and more countries are gaining access to high-speed Internet and, to keep up, companies need to develop practical applications that will enhance the life of users in newly online nations. This means a trans-cultural understanding, a creation of needs and wants, and finding niches that no one else is filling in that region.

Android, Apple, and Windows are somewhat ubiquitous, so continuing to develop for those platforms seems to not be a problem; it’s a question of what kinds of apps to create for a market that is up in the air. Beyond that, if there is an application that has a global appeal, such as a word processing application, it’s a matter of making it stand out to a certain region in a market that may be saturated with westernized versions of a similar product.

#### 5 – Subscription-Based Software and Microtransactions

Think of all of the subscription-based services that are available and popular right now. Netflix, Hulu, HBO Go/Now, Spotify, Pandora, Playstation Network, Xbox Live, and even Microsoft Office are all subscription based. This trend doesn’t appear to be going away anytime soon and customers seem to be willing to pay for convenient access to quality products.

Another related trend is the quickly growing usage of microtransactions. Although this is used more frequently in mobile games like Clash of Clans or Candy Crush, it has been utilized in almost every sector to great effect. Of course, not everyone will pay for a freemium mobile app, but the ones that will end up helping the developer turn a profit. While many users notice and are generally fine with smaller microtransactions for extra features, there is a fine line between utility or fun and exploitation. A great example of microtransactions gone wrong is EA’s foray into the market with the game Dungeon Keeper. Being able to turn a profit without turning your customer base off will be absolutely imperative in the future.

#### 6 – Social Site Integration

Developing apps and websites that can be quickly shared on social media is another trend that seems to be in for the long haul. Everything from CNN to video game consoles are connected directly to social media sites for easy sharing and updates, and almost every entity that’s on the Internet has some kind of social media page.

It’s not enough to simply be able to link your applications and websites to Facebook. Now, since almost everything is social media, many developers will need to find a way to quickly and easily link to more professional sites, such as Linkedin, for networking and business purposes.

The Internet of Things is becoming more and more prevalent for businesses and consumers alike by integrating it with virtual/augmented reality, wearables, analytics, subscription services, and social sites, your business will stay relevant. Bringing your business and applications to a global market by reaching across cultural boundaries will ensure that what you’re developing will have staying power for the future.

Best IT Trends In 2015/2016 You Will Read This Year

The online digital landscape is constantly evolving, with new trends, platforms, and technologies emerging at an increasingly rapid pace across the globe.

One of the most significant paradigm shifts on the horizon is the advent of the [Metaverse](https://en.wikipedia.org/wiki/Metaverse), a network of virtual worlds that promises to offer users a more immersive and autonomous web experience. As this futuristic concept becomes a reality, it’s natural for marketers to feel anxious about their employment prospects.

However, Digital Marketers should realize that with the disruption of familiar digital spaces comes unprecedented opportunity, and the rise of the Metaverse will expand current digital marketing roles and create new and exciting ones.

In this article, we will explore potential job opportunities in the Metaverse and why it’s crucial for marketers to pay close attention to this exciting new virtual land of promise and opportunity.

### Why is the Metaverse So Concerning?

For starters, as with any technological revolution, keeping up with changes is unsettling but crucial for staying relevant as a digital marketer.

EarthWeb.org reports that by 2024 the Metaverse market will be a staggering $800 billion industry, that JP Morgan estimates the market to have a $1 trillion future, and Goldman Sachs predicts a $1-12 trillion market. Neither firm give specific time frames for when those numbers will be achieved but contrast those optimistic forecasts with a Metaverse market cap of a “mere” $46 billion in 2020, and you get a sense of what the excitement is all about.

There is no mistake, immersive technology will become more pervasive in the future, and traditional social media platforms will decline; connecting consumers in newer and more highly personalized ways will be indispensable for driving consumer engagement and encouraging brand loyalty.

Utilizing gamification techniques combined with Augmented Reality and Virtual Reality technologies to appeal to digital power users, such as Gen Z and Generation Alpha consumers, creatively and more effectively will blaze new trails for innovation and market penetration.

Major consumer brands are already experimenting with the Metaverse. The collaboration between corporate marketers and platform developers allows players to purchase exclusive merchandise for their avatars inside the game, increasing brand-specific awareness and greater customer engagement.

Although the ultimate success of these marketing forays is still undecided, there is clear excitement among corporate sponsors for the potential rewards that can be garnered when repackaged campaigns are presented to eager participants in their new virtual worlds to spur commerce, relationship building, and other social interactions.

The macroeconomics of this new market make the Metaverse a vast and exciting new frontier for digital marketing. Brands that effectively leverage this uncharted space will have a significant competitive advantage that will be difficult to overcome.

### Metaverse Job Opportunities

As the world enters the dawn of the Metaverse, it is essential to consider the types of jobs that will emerge from the new paradigm so you can take advantage of the best career opportunities. Here are a few possible jobs for Digital Marketers to consider:

### Virtual Event Marketer
Virtual Event Marketers are responsible for planning and executing marketing campaigns for virtual events, such as virtual conferences, webinars, and trade shows. Their job duties include:

Developing and implementing marketing strategies.
Creating and managing social media campaigns.
- Tracking analytics.
- Analyzing data to optimize performance.
The average annual salary for a qualified Virtual Event Marketer is about $70,000.

### Virtual Product Marketer
These professionals are in charge of creating and executing marketing strategies for virtual products and services, such as virtual reality games, virtual tours, and virtual experiences. Their job responsibilities include:

- Researching target audiences.
- Creating marketing materials.
- Analyzing data to optimize campaign performance.
The average annual salary for skilled Virtual Product Marketers is around $80,000.

### Virtual Brand Marketer
Virtual Brand Marketers are responsible for creating and executing marketing strategies to promote a brand within the Metaverse. Their job includes:

- Creating and managing social media campaigns.
- Tracking analytics.
- Analyzing data to optimize performance.
They also work with virtual event and product marketers to ensure campaign consistency. The average annual salary for a Virtual Brand Marketer is approximately $85,000.

### Virtual Content Marketer
Virtual Content Marketers are responsible for creating and managing engaging content for virtual platforms, such as virtual tours, virtual reality games, and virtual experiences. Their job includes:

- Researching target audiences.
- Creating and curating content.
- Tracking analytics.
- Analyzing data to optimize performance.
The average annual salary for a Virtual Content Marketer is around $75,000.

### How to Find a Job in the Metaverse

As the Metaverse grows and evolves, more job opportunities are opening within the immersive digital landscape. However, since the Metaverse is an emerging field, finding a job can be slightly different from traditional job searching. Here are a few tips to help you land your dream job in this brave new frontier:

Get familiar with the Metaverse:  Spend time exploring the Metaverse and familiarize yourself with all the different platforms, technologies, and applications used within its boundaries. Becoming familiar with the platform will help you understand what jobs are available and how to best position yourself to land one of them.

Build a portfolio:  As with any job search, it is vital to have a robust portfolio of work samples that showcases your skills and experience. Demonstrating your skills is especially true for jobs in the Metaverse, as many of these roles require a deep understanding of digital technologies, platforms, and programming and software development techniques.

Network:  You will want to attend virtual events, join online communities, and connect with other professionals in the Metaverse to expand your Rolodex of contacts. Staying current on the latest trends and developments may lead to unexpected job opportunities. It would be beneficial if you find a mentor to guide you through your Metaverse learning experience by directing you to the appropriate technologies to learn and to prepare you for job interviews.

Stay up to date on skills:  As the Metaverse continues to evolve, it’s crucial to stay up-to-date on the latest technologies, platforms, and applications. Once you learn a technical skill, remember that technology is constantly evolving. Consider periodically taking online courses or attending virtual workshops to keep your skills current.

If you follow these tips, you will be well on your way to finding your dream job in the Metaverse. Since the Metaverse is a new and fast-evolving field, the job market is not stable, and your potential salary may change depending on the area of expertise needed, your experience, and other job seekers.

### How to Get a Metaverse Job with No Experience

Getting a job in the metaverse can be challenging, especially if you do not have direct experience in the field. However, there are still ways to break into the industry if you are persistent and put in the necessary effort.

One way is to get the skills you need to be considered an asset to a company that hires Metaverse professionals. You can gain these skills through online courses, tutorials, and resources.

Another way is by creating your own virtual projects or by contributing to open source metaverse projects and building a portfolio of your work.

Last but not the least, be bold and apply for entry-level positions or internships; these positions are great opportunities to gain valuable hands-on experience and learn from more seasoned professionals in the field.

### Remote and Freelance Jobs in the Metaverse

The Metaverse is such a hot market right now that a lot of companies are already searching for skilled personnel to staff critical jobs, and many offer remote and freelance positions if you are talented enough.

While researching current jobs and roles currently in demand, you should also improve your professional profile and online reputation. Boosting your competitiveness will increase your chances of attracting the right employer or obtaining a coveted Metaverse job. Here are a few examples of remote and freelance roles currently being advertised:

- NFT and Gaming Marketing Specialist
- Strategic Virtual World Campaign Manager
- Virtual World Business Strategist
- Virtual World Marketing Manager
To improve your odds of finding a job in the Metaverse, you should invest in training courses to gain new digital marketing skills. Earning a professional diploma in Digital Marketing enhances your qualifications in the eyes of potential employers and prepares you for the Metaverse job market.
### 
Conclusion

The Metaverse presents a wealth of career opportunities for Digital Marketers. From virtual event marketing to virtual product marketing, virtual brand marketing and content marketing, and many other roles that require onsite, remote, and freelance Digital Marketing skills to thrive.

With the Metaverse being such a new and fast-evolving field, it’s important to stay up-to-date on the latest technologies, platforms, and applications by taking online courses or attending virtual workshops. It’s also crucial to build a strong portfolio showcasing your skills and experience, network with other professionals, and research the current job market and available roles to optimize your chances of finding suitable employment.

In short, the Metaverse is a new frontier for Digital Marketing professionals to explore, and a lot of possibilities exist for those willing to be competitive.

Career Opportunities for Digital Marketers in the Metaverse

Every business, product, or service needs a reliable source of fresh leads in order to avoid getting stuck in the mud with inconsistent customer growth. Sound familiar? Well, say hello to my full-proof guide full of actionable content marketing lead generation ideas you can begin executing today.

If your funnel is trickling with leads rather than overflowing, the lead generation ideas you choose to pursue today will play an incredibly important role in your company’s future.

Sales and marketing teams spend a boatload of time and money on lead generation. From launching ad campaigns to creating high-quality blog content, hosting webinars, producing videos, and more, they’re always doing something to gain an edge. You should be too.

However, if you’re like most marketers, business owners, or product developers, you don’t have an endless supply of money and time to pursue one lead generation idea after another. You need results, and you need them now. Lucky for you, I’ve got you covered.

Lead generation is a noisy topic full of opinions and ideas, but we’re cutting straight through all of the white noise by digging deep into some of today’s most effective lead generation strategies – the same ones I use to amass thousands upon thousands of leads year after year.

Let’s dive right in and find out how you can do the same. But, before we do, let’s cover our bases first.

### What is Lead Generation?
Lead generation is just as it sounds – it’s the process of generating leads. The real question is: what are leads?

Leads are businesses or individuals who like your brand and show an interest in what it sells. In other words, people who may turn into paying customers. Lead generation refers to the process of finding these people.

In one way or another, lead generation helps you find those with an interest in your niche, or help them find you, get their attention, and take them through your sales funnel to eventually become future customers.

Lead generation can encompass several things and take many forms. Some people are PPC experts and strictly do that. It’s their thing. Others consider themselves email marketers and focus their attention there.

In my humble opinion, however, content marketing is king, and it should play a vital role in your overall lead generation strategy.

### Content Marketing Lead Generation Ideas That Work
The lead generation ideas below are some of my go-to favorites for generating an endless avalanche of evergreen leads eager to discover your brand and the content you’re creating. Whether it’s written or recorded, there are plenty of content marketing lead generation ideas to explore.

### Quality Blog Content
The content you’re reading right now is the bread and butter of my lead generation strategy, and it’s been consistently filling my conversion pipeline full of high-quality leads for years. Just browse my blog, and you’ll find everything from in-depth guides to infographics, case study breakdowns, and more.

Depending on the nature of your business, your content can also include whitepapers, eBooks, and so on. Just keep in mind, however, that regardless of how many hours you spend creating this level of content quantity, and quality, it doesn’t guarantee your success.

To be successful, your content marketing strategy should be built on building strong relationships with your target audience – those who are likely to flow through your pipeline and eventually become customers for your business and loyal ambassadors of your brand.

So, before you begin blogging away, take a minute, or two, or three to decide on the type of content you’re going to post. Think about your audience and your motivations by answering some important questions, such as:

• Who is my target audience and what problems can I help them solve?

• Where do my target customers spend their time online? Which medium do they prefer to consume content in?

• What are they searching for on Google? Which keywords should I target?

• Who are my competitors and how can I stand out from them?

• Would I rather have 10,000 less targeted readers or 1,000 highly targeted leads salivating to convert?

Ultimately, the quality of your content will deeply rely on your motivations and willingness to really delve into the minds of your target customers and help solve whatever pain points they may be experiencing. If your goal is to simply sell as many subscriptions as you can to anyone willing to hand over their credit card, your content is pretty much going to suck.

Rather than trying to sell, sell, sell, you need to teach, and most importantly, inspire. You also need to think long-term. These days, evergreen content is just about all I create. Not only is it designed to connect with my audience, but it’s also designed to rank well in Google’s organic search results for targeted keywords they’re searching for.

Whether you’re selling wholesale merchandise, software, or consulting services, content marketing targeting organic search can provide you with a powerful source of leads.

All that said, publishing great content and getting it ranked at the top of the search results is no easy feat. It’s an arduous journey requiring plenty of time, quality backlinks, social shares, and several other factors in order to pull off successfully. However, if you’ve got the hustle, the rewards can pay off huge.

### Books and eBooks
Books and eBooks can be hugely successful lead generation tools. In fact, the ones I’ve written have garnered tens of thousands of fresh leads in just the past few years alone.

I mean, if you think about it, it’s a win-win. Rather than paying $1.41 a click or something like that for a Facebook PPC ad, you can turn the tables and have people pay you instead. The best part is, you get their contact information too. Plus, you already know they’re interested in what you’re selling because they’ve already bought something from you.

Honestly, the people who buy your books or eBooks are some of the best leads you could get. No cold calling here. Not for me. No siree! Keeping existing readers loaded up on fresh new content has been one of my best lead generation strategies. My last launch alone brought in nearly 4,000 new leads. Pretty cool indeed.

You can launch and sell eBooks in any online community where your audience spends their time. After launching in a handful of online communities, which is important for new lead generation, you can then promote the book or eBook via your blog using banner ads and calls to action throughout highly-trafficked posts.

You can keep following my lead by harnessing the power of social media to do what it does best – share. That’s right; ask those who buy your eBook to make sure and share it with others. It’s free publicity at its finest.

### Podcasts and Audiobooks
According to recent studies, 104 million Americans tune into podcasts regularly. So, if you’re like me or millions of others, chances are you listen to podcasts too. If that’s the case, it’s not too far-fetched an idea to begin producing your own.

Even if you’re pretty happy with your current audience size, which clearly isn’t the case or you wouldn’t be here, allowing your readers to connect and engage with you through the speakers in their cars, earbuds, and even their TVs can further deepen your relationship.

While I’m no Joe Rogan, I’ve managed to amass a fair share of downloads from podcasts. Beyond that, however, they’ve helped me develop more dynamic relationships with my audience and expand the consciousness of my brand.

Not sure how to create a blog post or what to include? An easy solution I’ve found to work quite well is to simply record an audio version of your best-performing blog posts. I’ve even done the exact opposite by creating a written blog post based on a popular podcast.

The key is getting your name and brand out there, and podcasts have proven a relatively easy way to provide engaging content and do just that.

### Video Content
Much of the written blog content I create actually begins with a video I upload to YouTube. I’ve experienced some terrific results by uploading a new video to my YouTube channel twice a week. Over the years, I’ve uploaded hundreds of videos garnering over a million views. Talk about lead generation!

Some videos, however, gain more traction than others. I’ve had some with only a thousand views and some with tens of thousands. Therefore, when it comes to videos, consistency is the name of the game. You never know which one will catch fire and strike gold.

Nonetheless, to strike YouTube gold and tap into its lead pipeline, you need to bring something to the table. You need to entertain and/or educate. Ideally, both. Once you get this down and prove your worth, or at least your viewability, your exposure, leads, and conversions will jump through the roof.

### Grow Your Leads and Your Business Today
We’ve gone over a number of different lead generation methods and strategies in this post today. While there are even more great lead generation ideas out there proven to pull in results, these strategies serve as foundational pieces to the lead generation puzzle.

That said, you likely won’t follow all of my lead gen advice. After all, how boring would that be? The key is to experiment, track the right metrics, and see what works for you. Once you zero in on your lead generation plan, you’ll have a steady flow of people coming to you wanting to hear what you have to say – about anything.

~ First published Huffington Post Feb 2015



Content Marketing Lead Generation Ideas For Dummies…

How do you manage Corporate reputation? With an emerging breed of consumers demanding dialogue from businesses and insisting on greater organizational transparency and accountability, image and reputation management for organizations has become harder than ever. It is like having millions of eyes watching over your business and a thousand mouths asserting involvement in the communication process. The challenge now is how organizations establish and sustain a positive and strong brand and corporate reputation in the Internet Age.

Five Meta-Trends in Managing Reputation Online

John Bell, managing director of 360o Digital Influence of Ogilvy Public Relations Worldwide, talks about five meta-trends that affect how corporations manage reputation in the presence of the social media and brand communities.

1. Hyper transparency

“Having 150 million bloggers means having thousands of potential forensic accountants, social watchdogs and activists watching your company.”

It is high time that businesses not only open their windows and doors but make their walls transparent as well. Consumers are out to hear and see what’s going on with their brands especially now that various social media tools allow them to do so. Organizations must then operate with honesty and clarity. Secretive companies never win. Openness is the new rule of the game.

2. Viral Crises

“Crisis spreads through networks – formal and informal with lightning speed and full motion pictures. When bad things happen, they spread extremely fast, often with the accompaniment of YouTube videos.”

Primed crisis management plan is a must for today’s businesses. Be wary of bad things blogged, twitted, and posted about your company. Crisis spread is multi-directional and 10x faster. Meet and converse with the fire starters in the right platforms. Above all, your company has to respond fast.

3. Demand for Dialogue

“One way messaging is not acceptable to those who crave dialogue. Consumers crave conversation, not messaging, from the brands they love.”

Let humans converse with humans. Consumers don’t need dreary press releases or deceitful ads. They desire and demand dialogue, genuine dialogue at that. Nothing else gains their trust and loyalty than companies that sincerely listen to and talk with them.

4. Louder brand detractors and employees

“Smart, nimble detractors leverage social media everyday. The Social Web has built new brands from the small guy who knows how to leverage blogs, search, Web 2.0 innovations like tagging, social networks and more.”

Organizations need to be good at the same weapon their critics use. Today, it’s the Internet. Know where the brand detractors are and in what ways they talk. Your company would not want to be fighting in the woods when the enemies are out in the plains. Likewise, you would not use spears when they are already using guns.

5. Uncontrollable brand fans

“Brand fans have a louder voice than ever (and you cannot control them). Corporations either embrace them, ignore them or fall into the danger of trying to control them, or worse, shut them down.”

Powerful allies your company would not dare lose are brand fans talking online. Seek ways to reach and engage them. Know and speak their language. Most importantly, converse with them as human and natural as possible.

Rules for Online Reputation Management

Bell’s five meta-trends define the new game of reputation management. It introduces businesses to the emerging game field, players, allies and opponents and game tools establishing and maintaining their corporate and brand reputation. Nevertheless, no matter how much the game, its players, and tools have changed, the fundamentals remain the same. Here are the game rules which I believe rightly apply to corporate reputation management across all media.

1.Know your brand.

2.Share your story.

3.Listen and respond to your enemies.

4.Engage and reinforce your allies.

5.Always adhere to the core of PR: truth.

Always, the BUILDER is your productivity. And there will be zillions of naysayers. DEAL with them. With your reason and self-esteem.


Corporate Reputation Management

Since its arrival on the SEO scene in 2015, Google RankBrain has been the talk of the town. As well as looking to understand what it does and how it works, marketers have been keen to find out how they can make it work for them. While RankBrain is primarily a user experience tool, it’s definitely a development that SEO marketers need to take note of. I’ve put together a back-to-basics guide to help you understand RankBrain and tailor your SEO strategy to make the most of it.

#### Introduction to SEO

SEO stands for Search Engine Optimisation. It refers to all the major search engines – Bing, Yahoo and Google and others – but is primarily used in reference to Google, since that is the best-known and most popular option internationally. When you optimise your content for a search engine, you find ways to make its topic more easily recognisable and to support that it is high quality rather than spam or duplicate content.

When you type a query into Google’s search bar, you’re presented with a list of results that match what you’re looking for. As a marketer, your job is to make sure your company’s content comes up in these listings, and comes up as high as possible. That means figuring out what your audience is searching for and how to match up your answer.

While SEO can be a complicated a process, it starts with a few basic focuses. First of all, you need to think about your keywords. Once you know the area you’ll be writing about, you can use tools such as the [Keyword Planner on Google Adwords](https://adwords.google.com/ko/KeywordPlanner/Home?__c=9434402934&__u=9074701014&authuser=0&__o=cues) to give you inspiration. Search for related keywords and perhaps even more popular terms that will help strengthen your article. You then need to think about where you place them in your article. You should always ensure its included in your title, and where possible in high ranking subtitles. It’s not just the article itself you need to think about – image alt tags also play a key role in SEO results.

Another key factor to consider when working on your SEO strategy is link building. These come in two main varieties: inbound and outbound. An inbound link is placed on another website and leads to your page; the number and quality of your inbound links is one of Google’s most important determining factors when deciding where your page will appear in the search listings. An [outbound link](https://www.searchenginejournal.com/study-shows-outgoing-links-have-positive-effects-on-seo/157431/) is placed on your website and leads to other, related websites. You should make sure to link to sites with a high domain authority and relevant information.

Of course, much of SEO best practice has developed through trial-and-error and is constantly changing, because it is dependent on Google’s algorithms. These algorithms have undergone a number of transformations over the recent years.

#### Introduction to Algorithms 

Algorithms are essentially rules laid out by Google – and other major search engines – that determine the value of webpages. When you type a query into the engine’s search bar, the[ Google “spiders”](https://support.google.com/webmasters/answer/34439?hl=en), as they’re known, set out to scour the web for matching terms. They’ll check whether the pages they find match up to the conditions laid out in the algorithm, and how they compare to other sites. This process determines which pages appear in your results listings.

Google’s algorithm is complex, with an estimated 200 factors taken into consideration. It’s also constantly changing, with its many updates often making marketing news. One of the most talked-about updates was known as Google Panda. Activated in 2011, Panda was designed to weed out low-quality content on the web. It targeted duplicate content and what’s known as black-hat SEO in particular, penalising the sites that used these techniques in an attempt to boost their rankings. Panda is still in operation today, although it’s seen a number of updates since its launch.

Another update that sparked much discussion amongst marketers was Google Penguin. This specifically spoke to SEO techniques – penalising the use of [“black-hat SEO”](http://www.webopedia.com/TERM/B/Black_Hat_SEO.html) and rewarding [“white-hat SEO”](http://www.webopedia.com/TERM/W/White_Hat_SEO.html). This update targeted manipulated and paid-for links, as well as pages that showed obvious keyword stuffing.

In 2013, another new update was rolled out – Google Hummingbird. This update is said to be the most sophisticated yet, as it introduces the idea of context. While Google has historically relied on synonyms to find relevant search results, Hummingbird operates what’s known as a semantic search, where it considers not just the word, but its place within a sentence. Steve described it as thinking “about why people are looking for something rather than what they are looking for”. One of the key components of this update is known as RankBrain.

#### What is RankBrain? 

RankBrain is part of the Hummingbird update, and relies on the latter’s context-driven search. It’s a machine-learning artificial intelligence system. [Machine-learning](http://whatis.techtarget.com/definition/machine-learning) means that the computer can teach itself based on information it intakes, rather than needing a programmer to put in commands.

When most of us hear “artificial intelligence”, the film The Terminator springs to mind. Unfortunately, (or should that be fortunately?) RankBrain is not quite that sophisticated. It has been characterised as artificial narrow intelligence – or ANI – which occurs when a machine is able to develop intelligence that is equal to or beyond that of a human in one specific area. In other words, while RankBrain might be able to decode context, it won’t be leading an electronics uprising any time soon.

RankBrain provides a new way for Google to categorise the pages it scans beyond looking for keywords. By understanding what the consumer is looking for, Google is able to match pages that might not have the exact terms typed in, but have relevant or related content.We know that in the past Google has been able to do this through synonym searches. But those techniques typically required a human somewhere along the way, to enter synonym lists and update commands. RankBrain, on the other hand, is able to identify patterns between words and grow its own understanding to use for future reference. It’s become much less like inputting information into a calculator and more like taking a query to a librarian.

#### How Should That Affect Your SEO Strategy?

The Hummingbird update has largely focused on User Experience, so won’t have the same impact on SEO strategy as Panda and Penguin before it. However, because the algorithm is now looking at more than just keywords, the quality of your content has become increasingly more important.

The Google spiders are now looking for much more than matching terms. They’re looking at context, to see whether your information will be interesting and relevant to the search user. That means that as well as thinking about [related terms and phrases](http://keywordtool.io/), you need to ensure that your keywords are properly placed in a sentence and are used to their truest meaning. Often, SEO marketers fall into the temptation of cramming their buzzwords into sentences that don’t quite fit – or where another word would make more sense. Now that RankBrain has a more understanding eye, this could hurt your SEO score.

It’s also worth noting that RankBrain’s learning capacity also means that it comes with a more sophisticated idea of memory. As well as retaining information that it finds on webpages, it is now able to add a positive or negative association. This means that high authority webpages are likely to leave a good impression – and so are the sites that resemble them. It’s worth having a look at your top-ranking competitors to see what key elements Google might be favouring.

RankBrain has made a serious impact on Google’s algorithm; since its recent release, Google itself has already ranked it as the third most important factor. Since there are more than 200 to consider, that’s a serious achievement. It is worth remembering, however, that there are still two that rank above it. Those remain the obvious suspects: content and links. That means that while the new developments look to be great news for marketers who are producing high-quality content, it’s important not to forget about traditional techniques.

#### What Can We Expect in the Future? 

There’s a lot of buzz about RankBrain, perhaps because it signifies a new era in artificial intelligence. The capacity to teach itself feels, to many, like the first step towards creating computers that can replicate the human brain. For SEO marketers, that suggests that content marketing could soon become less of a numbers game and much more dependent on quality. When algorithms read in the same way humans do, there will be no shortcut to good content.

One of the most important objectives that RankBrain is designed to meet is delivering the best possible user experience. To do this, it takes into account a number of factors – including accessibility on different platforms (exemplified by the infamous [Mobilegeddon](http://www.bbc.co.uk/news/technology-32393050)) and location. We can only expect further developments in this field as Google continues to search for what users want – which means that SEO and content marketers will need to do the same.

What do you think of Google’s RankBrain update? Has it affected the way you go about content marketing and SEO? Let me know in the comments below.

(As appeared earlier on Huffingtonpost: https://bit.ly/2OhT4Mn)

You might also like to read: [Why Organic SEO Is The Key To Online Marketing](https://www.aniketwarty.com/why-organic-seo-is-the-key-to-online-marketing/)



Creating Your SEO Strategy Around Google RankBrain

In the competitive digital landscape today, several considerations are required in order to break through the noise of mass media. Whether your goal is to build brand awareness, increase traffic, translate leads into loyal ambassadors, and/or boost conversions, creativity is an all but necessary ingredient to success.

With that said, in what follows, we’ll be exploring the definition of creativity and creative advertising. Further, we’ll discuss the importance of creative advertising in the context of today’s competitive digital ecosystem. Finally, we’ll share the five components of creativity, ultimately reaching a conclusion about creativity’s effectiveness in the marketplace.

What you’ll learn is that while creativity is essential to any advertising campaign, the level of creativity required depends greatly on several factors not limited to product category, industry, and campaign goals & objectives.

Without further ado, let’s get right into it, shall we?!

### Defining Creative Advertising

Before diving into the world of advertising and defining creative advertising, it’s important to first explore the word creativity… At its most basic, creativity is the employment of the imagination; to use original ideas to solve a problem or produce a piece of work.

Often defined as divergent thinking, creativity is a unique ability that many lack, advertisers included. Contrastingly, creativity has proven to be an extremely effective and all-but-essential tool to employ, particularly in the advertising industry.

Now that a basic understanding of creativity has been defined, let’s now explore the world of creative advertising… Put simply, creative advertising is the act of producing campaigns that both tell a story and engage an audience in unique and captivating ways; to provoke emotion through the creation of a clear and memorable message.

Creativity in advertising, when implemented appropriately, is necessary for those who are seeking to break through the noise and capture the attention of sizeable target audiences in hopes of lasting conversions.

With that said, before diving into the five components of creativity and exploring when creativity is appropriate and when it might not be, let’s first discover its importance, generally speaking…

### The Importance of Creativity in Advertising

While the research to date doesn’t conclusively suggest the effectiveness of creativity in advertising in the context of influencing purchasing behaviors, there’s no denying its effectiveness in garnering targeted attention and increasing engagement.

In short, creativity matters. Here’s why…

### Engagement

No matter your campaign goal or objective, engagement tends to remain atop the list of any key metric. In order to optimize engagement, creativity must be prioritized…

By prioritizing creativity in your advertising campaign, more viewers will be captivated, thus increasing the likelihood of engagement and influence. The end result? Increased interest and thus conversion.

### Brand Development

By providing your audience with meaning and value through creativity, you inevitably improve your brand’s reputation, thus garnering more recognition than otherwise possible.

Because of the values of today’s consumers, creativity allows brands and businesses alike to resonate with their audience by providing meaningful value through relevant content and creative messaging & storytelling.

### Memorability

Much like the rest of the digital ecosystem, the advertising space is highly saturated across media platforms. The result is a bombardment of ads, good and bad, in front of the eyes of the consumer.

In order to break through this noise and stand out amongst the rest, you must produce creative ads that uniquely capture the attention of the said consumer. In other words, the most compelling of ads are those which are creative, creating a lasting memory for those who are lucky enough to see it.

### Personalization

Today’s consumers value personalization more than ever. Whether through developing a meaningful relationship or creating a personal experience exclusive to the individual consumer, businesses and brands alike can develop a loyal following that will ultimately allow them to garner more success.

How do you implement personalization in your ad campaigns, you ask? Through creativity, of course!

### The Five Components of Creativity

While we’ve already discussed and defined creativity, both in a broad sense and in the context of creative advertising, we’ve yet to explore the five components of creativity that which was brought about by a trailblazing communications researcher out of Indiana University.

These five components of creativity about to be discussed are extremely relevant in the context of advertising because it provides both campaign direction and creative measurement of a given ad.

In other words, rather than an abstract definition of creativity, following the five components of creativity allow for a clearer depiction of how creative and effective your ad might be…

So, without further ado, below are the five components of creativity:

### Elaboration

Defined broadly as the process of developing an idea in more detail, elaboration in the context of creative advertising is the act of extending a message so as to make it more intricate or complex, thus more interesting and captivating to the viewer.

In a visual ad, for example, elaboration can be brought about by fantasy or over-exaggeration… Take a sports car advertisement, for example. Promoting its sheer speed, a commercial may illustrate a jaguar running side-by-side with the vehicle, only for the vehicle to drive off into the sunset, leaving the jaguar in the dust.

Not only does this visual capture the attention of the viewer but it elaborates on the flagship feature of the vehicle in that of its speed. And a purpose. Motion, and destination.

### Originality

Defined broadly as the quality of being unique, novel, and even unusual, originality in the context of creative advertising is launching an advertisement that’s both rare and surprising; one that captures the attention of an audience via the uniqueness of ideas, diverging from the norm and instead portraying a message that gets the consumer thinking.

Whether through text or visuals, ads that are original tend to be the most viral, thus the most successful in both building brand awareness, increasing traffic, and boosting conversions.

### Artistic Value

Whether aesthetically appealing, design-centric, sound-satisfying, or visually daunting, artistic value comprises elements that create the high production value of an ad. The result of an artistic, high-production ad? More engagement, more memorability, more value, and higher conversions.

Artistic value is likely the most relatable of all five components of creativity because, well, artistry is associated with creativity!

### Flexibility

When creating an ad campaign with the intent of capturing attention and increasing conversions, you must aim for that campaign to score high on flexibility. But what is flexibility?

In short, flexibility is the ability of a given ad creative to touch upon several areas, problems, or challenges that the product or service in promotion solves. Flexibility may also be defined as the sheer visual of the ad itself presenting various scenarios. Form, and function.

### Synthesis

Synthesizing a message promotes the idea in creative advertising of divergent thinking… At its most basic, synthesis involves combining two otherwise unrelated ideas and making them cohesively one.

One example of this would be a commercial where dogs can talk; two separate, unrealistic ideas, that when synthesized as one, make for a comprehendible and engaging advertising message.

Because of this synthesis of ideas, creative ads are far more likely to capture the attention of its viewers, thus increasing engagement, interest, and hopefully, conversion… The power of divergent creativity.

### It Depends on the Industry…

While creativity is effective across the board with regard to advertising and promotion, the effectiveness of creativity largely depends on the industry and product category with which you’re advertising.

For example, products that are highly purchased based on their functional purpose tend to experience weaker results when creativity is the sole focus of the ad. In such a case, an ad should instead focus on the realistic function and feature of said product…

Contrastingly, a consumer commodity that has the potential of improving an environment or experience such as a coffee or candy bar can benefit greatly from creativity, for without it, it’s a boring commodity with little to no selling feature.

In short, understanding the industry you’re in, the product category with which you’re promoting, and the buying behaviors that your business or brand tends to experience will help you tremendously when determining your creative approach to advertising.

Nevertheless, creativity is an effective implementation across the board, proving its worth for advertising professionals and consumers alike. The best part? When implemented appropriately and effectively, creativity can save a substantial amount on your marketing budget at large.



Creativity in Advertising: When it Works and When it Doesn’t

When it comes to characterizing the art of luxury branding, there is oh-so-very much to dive into. From the opulent adornments of Ancient Egypt to the rising popularity of decadent digital marketplaces, luxury is intimately and pervasively intertwined with human history—providing us with endless opportunities to discover.

But first, it’s worth visiting the identity of the elusive quality that we call luxury itself. The word comes from the Latin word luxuria which simply means ‘extravagance or excess’. However, while most tend to associate luxury goods with top-end price tags, there is so much more to the DNA of luxury than expense alone.

During his tenure with LVMH Group, Jean-Claude Biver poignantly remarked that “luxury is whatever money cannot buy.” His enigmatic words dropped a vital clue to the recipe for luxury branding success, while also highlighting the vital differences between marketing for conventional consumerism and forging an aspirational brand that can ultimately be elevated to luxury status.

While positioning for the luxury market can be tricky, many have achieved the feat—and there has never been a better time for those still aspiring to do so. [Global revenue from luxury goods](https://www.statista.com/outlook/cmo/luxury-goods/worldwide) climbed to an unprecedented US$354.80bn in 2022 and further growth of 3.47% annually is predicted for the years ahead. With that in mind, today our goal is to delve into the fundamentals of luxury branding, exploring the tactics harnessed by those who do it best, so that they might be used as a map for following in the footsteps of those who have risen before us.

### The Power of Symbolic Value

In her role as a globally recognized authority on brand meaning, Dr. Martina Olbert described the very essence of a luxury item as being “based on the inflation of its symbolic value over the functional value.” She reminds us that anything that is luxurious is a non-necessity, and its primary role is not problem-solving, but rather to create an experience that transcends the object itself.

Where other brands might place greater emphasis on tangible, solution-oriented, and user-friendly features, luxury branding instead calls for aspects such as quality, craftsmanship, and exemplary customer care to be accompanied by the intangible—a sense of rarity, exclusivity, heritage, legacy, status, innovation, and ultimately, the leveraging of both fantasy and imagination to weave exceptional and enduring customer journeys.

Crucially, the style of symbolic value cultivated by luxury brands may vary, but they do often share a core group of recognizable components. However, before we move on to what these are, there is another key factor to calculate into our precisely cultivated luxury branding equation.

### The Importance of Differentiation

Turning to yet another striking difference between the way that big-name brands present to their audiences and the way that luxury brands do, we find the immeasurable contribution of differentiation. For most businesses, demonstrating superiority over the competition by actively encouraging comparison is a useful strategy. But, within the world of designer decadence, this tactic is seen as something to avoid. Instead, differentiation is prioritized and often taken to its extremes.

Moving far beyond differentiating the qualities of products themselves, veteran luxury brands strive to foster unique—and ideally incomparable—brand identities that become transcendent and sacred central tenets, capable of both steering and grounding their continuing evolution.

Iconic identifiers such as the red interiors of a Bentley, the red soles of Christian Louboutin’s shoes, and the repeated and interwoven “LV” monograms that have decorated Louis Vuitton handbags for more than a century, come to mind. These instantly recognizable signature facets of each brand’s makeup allow them to become part of our cultural fabric. This, in turn, inspires customer loyalty that is emotionally rooted and offers buyers the opportunity to shift their self-perception through ownership.

### Identifying the Core Components of Luxury Branding

Undoubtedly, the arrival of the digital era has brought numerous challenges for those with a hold in the luxury market.  These include an escalation in imitation and the complex shift from primarily meeting customers in curated luxury brand retail settings to presenting them with meaningful luxury shopping experiences in a virtual format. However, the[ powerful recovery of the luxury market ](https://www.statista.com/statistics/266503/value-of-the-personal-luxury-goods-market-worldwide/)since the Covid-19 crisis and its recently escalated expansion demonstrates that even the most historic luxury brands can readily evolve while remaining true to their defining identity.

If we think back to that all-important idea of symbolism, it is apparent that this and any other form of luxury brand progression requires an anchor of sorts. The central DNA of the brand must be faithfully safeguarded, allowing new avenues to be explored without losing the essence that enabled that precious label of luxury to be applied in the first place.

To drop that anchor effectively, we can consider the strategies used by many greats within the luxury sphere to achieve that all-important one-two combo of brand symbolism and differentiation. These common threads—while open to unique interpretation—are likely vital not only for initial success in luxury branding but also as the cornerstones upon which prosperity in forward evolution can be built.

#### Time and Legacy

Almost universally, the most prestigious luxury brands use the concept of time to shape their narratives and therefore how their audiences perceive them. For example, we can look to the widespread reputational legacy that lingers after more than a century of Rolex watches or the family heritage of Hermes—which spans back to 1837 and across six generations—to understand the role that time often plays in luxury branding.

It’s certainly true that impressions of lineage, heritage, and historic wisdom add to the allure of a luxury brand, fostering a sense of trustworthiness and a claim to tradition among customers. But the power of time can also be harnessed by brands taking their first steps into the luxury marketplace. Much of the symbolism of a brand is drawn from its storytelling, and value perception can be increased not only by looking to the past but also to the future.

To see this in action, we can look to the young but multi-award-winning Italian luxury furniture maker Baxter. While the brand was only launched in 2010, its story nods to Italian cultural heritage and the founders’ family roots while describing furnishing that is “speaking about the passing of time and tracing the lines of the future.”

Whether a brand draws on individual or shared cultural heritage or positions itself as a cutting-edge offering of tomorrow, an expression of time investment is impactful. Strategically identifying as innovative and future-thinking can enhance customer perception of both exclusivity and quality while also inspiring an impression of the longevity of their purchased experience.

#### Exclusivity and Rarity

Within the human experience, that which is readily available is rarely as desirable as that which feels almost beyond our reach. Within the realm of luxury goods, whenever a product is seen as rare and exclusive, the customer gains a sense of both achievement and of being special along with their purchase—and this, in turn, provides the brand’s differentiation with a simultaneous boost.

There are numerous ways to integrate this aspect of luxury branding, thoughtfully gearing toward the brand-aligned select few. Examples include difficult-to-attainable price points, using scarce and precious materials, accommodating only limited supply, restricting access, and even using exclusive locations as settings for campaign marketing. In this way, the distance between customers and products can be created literally through barriers to possession, and conceptually by providing a sense of special status to patrons.

This is a particularly important factor to consider when navigating the wireless waves of online luxury branding. Where other brands would grasp the opportunity of this format to shift products in greater volume, the relevance of ensuring scarcity remains as central as ever for luxury brand positioning.

A product’s flood of presence on social media can quickly dilute its aspirational value, while in contrast, its appearance on the feeds of a select few can quickly ramp up its appeal. This makes the electronic realm a space within which to establish new niche audiences for luxury goods, absolutely, but not to abandon the historic luxury retail modus operandi altogether.

#### Skill and Artisanal Craftsmanship

A component of luxury branding that the digital age has certainly advanced is the ability of manufacturers to portray the quality of their craftsmanship to audiences. Artisanal skill, innovation, attention to detail, personalization, and scale of endeavor have long been associated with luxury goods. But today, technology is helping with the communication of these qualities as never before.

Shared video allows fashion houses to showcase the hours of labor and intricate methodologies behind their couture offerings, while contemporary website design lets luxury carmakers provide visitors with interactive opportunities to explore vehicle design features intimately and from any angle.

These advancements are unquestionably handy for building an impression of quality in the mind and eyes of the consumer, allowing them the confidence required, both logically and emotionally, to pay more for luxury goods.

In deciding to do so, they not only experience assurance of the caliber of manufacturing that they’ll access but potentially also enjoyment in investing in something that aligns with their ideals—whether that’s the continuation of time-honored traditional craftsmanship or the forward leaps of bold technological or societal advancement.

#### Storytelling as a Tool For Connection

When the symbolism of a luxury brand is created through effective and niche-specific storytelling, it inevitably aids in deeper and more meaningful customer connection. Among long-established luxury brands, we often see how awareness of the personalities behind them can contribute to this effect.

This can absolutely be seen in larger-than-life personalities such as the late Dame Vivienne Westwood, or the 1909 origin story of an unavoidably-familiar French fashion house and its trailblazing founder Gabrielle Bonheur “Coco” Chanel. Her name and legacy are just as bound to the brand identity as its continuing celebration of her signature tweed designs. On a darker note, the power of personality in luxury branding can also be observed in the enduring fascination with some of fashion’s more tragic icons such as Alexander McQueen and Gianni Versace.

Of course, there are other potential approaches to storytelling beyond uniting a brand and individual inextricably—and a luxury brand’s story can also evolve over time or be strategically added to.

Swiss luxury watchmaker Omega showcases an outstanding example of brand story evolution. Founded by Louis Brandt in 1848, the company already had an established legacy in high-end horology when it became the maker of the first watch ever worn on the moon. In leveraging this extension of its brand identity, Omega became not only a historically prized watch manufacturer but also a brand uniquely associated with excitement, fantasy, and the modern era—without a doubt, a luxury branding differentiation dream.

Whether earthbound or otherwise, through storytelling, luxury brands can capitalize effectively using the imagination-driven resources within their marketing toolkits. They can paint a picture of something beyond the every day, and in doing so, generate value that transcends form and function by mere association.

We can see the effective simplicity of mirrored language choices harnessed respectively by a long-standing luxury brand and an entirely novel one. Ralph Lauren famously once said, “I don’t design clothes, I design dreams”. More recently, ultra-contemporary luxury fashion retailer AZ Factory led their story-centric branding with the words, “We are building a Factory that manufactures dreams into real solutions.” While the two phrases are directionally opposed, both present the idea of clothing being more than just clothing, and in doing so, demonstrate the calling card of luxury.

Taking storytelling further, luxury brands can also create offshoot arenas in which to expand their audience connection without shifting their core branding strategy. A great example is Gucci’s Equilibrium initiative. This connected platform has been used as a vehicle to communicate their modern commitment to generating positive change for people and the planet, from reducing their carbon footprint to utilizing groundbreaking regenerated materials.

Ultimately, with every carefully targeted story that is incorporated into a luxury branding composition—whether an origin story, a new initiative or even a tale told visually within an advertising campaign—each customer’s sense of personal connection to the brand can be strengthened toward permanence.

### Audience Awareness Is a Superpower

Because exclusivity, by default, makes niche appeal such a necessary part of luxury brand-building, audience awareness is key. In order to utilize the above components of luxury branding well, the segment of affluent customers for whom the brand’s unique offering will resonate most must be considered—or the offering must be tailored to fill an identified hole in the luxury market and reach the associated demographic.

As any luxury brand finds its stride and starts to pick up the pace, the habit of continuously returning to the central tenets that allowed such success to unfold is the best strategy for continuing triumph. With an anchor in place, the brand will be able to grow and evolve, while forging a legacy that—with a little luck—will one day place it shoulder-to-shoulder with the most prestigious names within the luxurious lifestyle market.

When entering a realm that is home to both mythical creatures and unfavorable odds, it certainly helps to have an adventurer's mindset. We are, of course, talking about the dynamic but daunting world of startups; a perfect setting for your own hero story. However, before setting out into the fray, you'll need a sidekick, and social media is almost certainly the perfect accomplice.

The number of unicorns—or startups worth over $1 billion—continues to rise year on year, with over 1,200 enterprises now able to claim the mighty title globally. Each has certainly found an opportunity to tip the scales in their favor, given that [around 90% of startups](https://blog.hubspot.com/the-hustle/how-many-startups-fail) ultimately fail in their earliest quests, returning to normality empty-handed.

Even when not aspiring to reach unicorn status, at the very least, one hopes to achieve the fantastical capacity to fly over the competition. After all, you're ready to disrupt your industry and captivate a fast-growing audience. But in a world that is saturated with noise and requires jostling for attention, how can you ensure that your startup gets its destined opportunity to be seen?

### Social Media As a Tool to Help Startups Unveil Their Superpowers

Many startups lack the financial resources to launch expensive marketing campaigns or take on established competitors head-to-head. Instead, savvy breakthrough startups  leverage social media's unique potential to build their reach quickly and intrepidly forge a loyal customer following.

In this environment, you can rely on the type of innovative thinking from which your core concept first sprung and shake things up without depending on a bottomless budget. Whether laying the foundation for future funding or broadly getting the word out on your one-of-a-kind offering, social media is a fantastic resource for drawing eyes to your startup. Simply put, there is no larger amphitheater for brand-building.

To put this into perspective, from 2021 to 2022, the number of people using social media worldwide grew by more than 10% to 4.62 billion users. Clearly, bidding for their attention is a marketing no-brainer. However, by 2024, social media ad spend alone is expected to [surpass the 300-billion-dollar mark](https://www.statista.com/topics/1538/social-media-marketing/), so competition is fierce, and being smart about your engagement-boosting game plan will be essential.

### A Social Media Strategy to Help Your Startup Soar Past the Competition

Ruled by algorithms and short attention spans, the social media sphere can also be challenging to traverse. The danger lies in getting lost in the endless sea of content and losing that critical audience connection. However, when a strong social media strategy is in place, those at the helm of bold ventures can work real magic in kick-starting brand loyalty and expanding their audiences into unchartered territory.

Yes, despite substantial competition, countless small businesses manage to identify the edge they need and navigate their way toward success with social media. So, what are the secret-sauce ingredients required to plot such a course? Read on as we delve into the ins and outs of social media strategizing for startups. 

### It's Time to Get Serious About Storytelling

While the cornerstone of any startup is inevitably the idea at its heart, its success can be just as dependent on storytelling as it is on product quality or caliber of customer experience. 

This may seem counterintuitive to some, but as Nick Morgan, the author of How to Tell Great Business Stories, explained to Inc. Magazine, "in a world where people have a lot of choices, the story may be the deciding factor." Or, perhaps more poignantly, as marketing guru Seth Godin puts it, “marketing is no longer about the stuff you make, but the stories you tell.”

Ultimately, while the game-changing service offered by your startup might be functionally compelling, it is the narrative that you build around it that will ultimately trigger both investors and customers to connect emotionally. The most powerful brand stories resonate on a personal level, stirring enduring loyalty and compelling those who engage into action.

You may choose to tell a story about the journey of your startup, the product itself, or even your customers themselves. The tale—and brand persona that sprouts from it—may be designed to entertain, educate, inform, or inspire. However, no matter the storytelling trajectory you take, ensure that it remains woven with the values of your target audience so that they'll be able to see themselves reflected within it.

### Showcase a Consistent Brand Presence

Beyond relatable storytelling, a recognizable voice is a powerful asset when it comes to earning and retaining the trust of an audience on social media. As you begin to map out your social media content strategy—incorporating things like tutorial videos, blog posts, infographics, case studies, interviews, and more—consider how to unite each post type so that viewers will know instantly who it came from and why they'll definitely want to stop scrolling.

Establishing your own set of content guidelines can be especially valuable for boosting brand awareness on social media; particularly given the sheer volume and frequency of posts required to gain traction on some of the faster-paced platforms. Alongside post style and tone consistency, get ahead by considering how you'll respond to inquiries, complaints, and even the occasional rancorous troll.
 
### Know What Makes Your Customers Tick

The founders of most startups can picture the types of people whose lives they think their offering will change for the better. However, it is an absolute must to hone this Ideal Customer Profile, or ICP, using real-world data rather than leaving its accuracy to chance. 

Just as deep-dive customer research can aid the process of perfecting a product, it can also support a far stronger social media strategy. When you understand your audience, you can be confident of where to meet them virtually, what will grab their attention, and even when they're most likely to be online.

Of course, the broader the audience with which you connect, the more growth potential you'll unlock. This makes it important not only to develop a single Ideal Customer Profile, but to segment your audience in order to better identify the spectrum of content that will ultimately cover all of your bases.

### Choose the Right Social Media Channels

We've touched on the reality that social media marketing calls for a substantial time investment that is tactical enough to be effective. In this sense, the bottom line is that any startup either mistargeting its marketing or spreading itself too thin is unlikely to make much progress.

According to the latest data from Statista, Facebook is by far the most popular social media platform among marketers, followed by Instagram, LinkedIn, YouTube, Twitter, and finally TikTok. However, you may find that your niche audience's online habits make bucking these trends worthwhile.

With a good understanding of your customer base, you can triage these efforts by weighing up which social media platforms to prioritize. So consider where your demographic is most active, which platforms offer the tools and format that will best allow you to engage with potential customers, and where best to focus your efforts and resources for a greater return on investment.

### Start a Big Conversation With Your Audience

Social media marketing offers a singular advantage over just about every form of conventional advertising. The reason why it is something of a secret weapon is that when you launch your campaigns on all the right platforms, you aren't just sending your message out into the void. Instead, you're opening a door for two-way conversations that can evolve into powerful relationships between brand and audience.

So, how powerful can a single interaction be? Well, research from Sprout Social reveals that [78% of consumers](https://sproutsocial.com/insights/importance-of-social-media-marketing-in-business/) are willing to buy from a company after having a positive experience with them on social media. Better yet, while each friendly dialog instills a sense of customer satisfaction, it can also be harnessed to reinforce brand persona, gather audience feedback, and steer perception in real time as your startup finds its footing. 

### Take a Whistle-Stop Tour of Your Competition

While most startups strive to bring a product to market that changes the landscape of their field forever, it can still be a challenge to step out of the shadows of the industry giants who have historically held the status quo. Simultaneously, other burgeoning brands may be exploring similar avenues, setting a stage for clashes on the road ahead. Knowing who the other movers and shakers are within your arena is key to outperforming them, both on and off of social media.

Shining a spotlight on social media specifically, analyzing market trends—including the strategies of rivals and aligned allies alike—can reveal a great deal about the strengths and weaknesses of your brand's current messaging. 

By monitoring social media activity across the different platforms on an ongoing basis, you will be able to identify the kinds of content and communication that yield strong positive reactions from your intended audience as well as forewarnings of missteps and potential gaps that you'll be able to tactically fill.

### Build the Right Stack for Smoother Sailing

It can feel like a big ask to roll out substantial and unending social media campaigns while also juggling the many other facets of getting a startup off the ground. Happily, alongside triaging the social media platforms that you'll conquer and how best to direct your content-creating focus, you can also utilize an array of resources to help speed things along.

In marketing lingo, the collection of resources used to coordinate a brand's social media presence is known as its stack. This describes the platforms themselves—which may facilitate dual-posting like Facebook and Instagram—as well as automated third-party tools that can be used to prepare, schedule, and dispatch rolling social media content.

While a human presence is essential for maintaining that communication-rooted trust that we mentioned earlier, the right software can make it easy to shrink the workload required to keep your social media presence popping. Depending on the needs of your startup, the right social media marketing tools can be used to keep your team on the same page, set up smart alerts with a single interface, or pre-schedule content drops days or even weeks in advance.

### Delve Into the Data and Drive Results

Each social media platform provides its own set of insights, allowing you to track the performance of your various posts and overarching campaigns. In turn, you can also use analytics from your startup's website and landing pages to monitor how well your social media-generated traffic transforms into further engagement, leads, and sales.

The metrics that you identify as being useful are known as your Key Performance Indicators, or KPIs for short. Taking the time to define which data sets are valuable and aligned with your long-term marketing goals will make it easier to know when you're doing everything right, when you need to change tack, or when you've stumbled onto a level-up opportunity.

On social media itself, you may choose to use things like follower numbers, post views, profile views, shares, likes, and brand mentions as your top KPIs, all the while differentiating between organic reach versus paid reach. Casting the net wider, you can monitor how much traffic comes your way from social media, the bounce rates of those visitors, resulting email subscriptions, and most importantly, your conversion rates.

The way that visitors interact with your startup's web pages after arriving from social media will let you know whether you're drawing the right kind of people across, and therefore, how well your social media presence lines up with your brand offering. The software utilized in your stack may also consolidate KPIs in one place, making it easier to gain a birds-eye perspective of the health of your current social media strategy.

### Keep Your Eyes On the Prize
Cultivating a flourishing social media following is a major accomplishment for any startup, but it's important to remember that conversions remain key. In this regard, the principles of iteration—a process that sees startups draw from usage data and feedback to continuously improve and expand their offering—will serve you fantastically well.

Of course, not every aspect of your social media effort will be solely about driving sales. You'll also be working to raise brand awareness and establish yourself as an emerging authority, taking the lead as your industry changes for the better. As revenue grows, a strong online community will also add extra shine to the package you present to investors as you climb the ladder of startup investment stages.

Ultimately, you can view your first tiptoes into the various parallel social media universes as forming a parallel minimum viable product (MVP) that will be polished and perfected as your audience grows. By flexing your storytelling muscles, connecting with an audience that you know well, focusing your efforts effectively, and leveraging data to your advantage, you will be better equipped to turn popularity into profits. And who knows—perhaps you'll unleash your inner unicorn yet.

Related Read: [Slaying Giants with Great Branding: How to Outmaneuver the Goliaths in Your Industry](https://www.aniketwarty.com/blogs/slaying-giants-with-great-branding-how-to-outmaneuver-the-goliaths-in-your-industry)


How Breakthrough Startups Gain An Epic Edge On Social Media

As a B2B marketer entering the market, you might wonder about the best way to segment your audience. Segmentation is an integral part of your marketing efforts. It allows you to send out a personalized message to your audience and enjoy a better return on the investment.

It is also an effective approach from the customers’ point of view since they will only get a few irrelevant ads and marketing campaigns. They would get targeted ads that would interest and engage them. Though there is no clear approach to segmenting audiences, I’ll help you with some basics.

To succeed in B2B marketing, you should focus on segmenting your target audience into proper categories. You’ll have a clear buyer persona allowing you to create marketing campaigns according to the customers’ needs and demands.

### What is B2B Market Segmentation?
Before we move on to the different ways for B2B market segmentation, you need to understand what it is. The term refers to categorizing your total addressable market (TAM) into different segments with similar characteristics.

Most people use the firmographics way for market segmentation to divide the TAM according to the company size, industry, and location. But there are other ways, such as demographics segmentation, behavioral segmentation, etc., that you can use to segment your B2B audience.

### Why is B2B Market Segmentation So Important?
The B2B market segmentation helps you divide your potential target audience into different categories. You can create relevant ads and marketing campaigns instead of bombarding them with irrelevant content.

It will increase their engagement level and help you get optimal investment results. Moreover, you can also enjoy some great benefits from B2B marketing segmentation, such as:

- You can reach out to groups that are more interested in your products. It will increase your conversion rate and ultimately enhance your overall business revenue.
- B2B market segmentation simplifies the overall product development process. You can get a better idea about the needs and requirements of your target audience. You can make relevant changes to the product’s design and features to cater to the audience.
- Delivering customers products and services that resolve their problems will enhance the overall user experience. Therefore, they will likely stick with your brand in the long run.
- Segmentation also allows you to find untapped markets or groups that you wouldn’t have been able to figure out. You can expand your product’s reach in those areas.
And there are many more benefits that you can get from B2B segmentation. Let’s move on to dividing your TAM into different segments.

### Different Ways to Segment Audiences for B2B Marketers
While there are different ways to segment your target audience, you must choose the best one that suits your business needs.

### Behavioral Segmentation
Behavioral segmentation is about understanding the customers’ behavior toward your products or services. You can segment customers according to their approach and interaction with your products. This way, you can identify the customers who have become more engaged or disengaged with your business. 

By dividing the customers according to their behavior, marketers can find out opportunities for upselling and enhancing the business revenue. They will pay special attention to clients more engaged with the brand to get a higher value out of them.

Moreover, you can try out different strategies or give preferential treatment to disengaged clients. It will ensure that they stay on board with you and that your churn rate isn’t too high.

### Firmographics Segmentation
Another popular technique that many marketers use is firmographic segmentation. It divides the audience according to their various descriptive qualities, such as the revenue per annum, workforce, geographic location, etc. It is quite similar to the approach that B2C companies use demographics to segment their target audience.

The best thing about this method is that you can easily access data without incurring high costs. Therefore, many marketers rely on firmographic segmentation to identify potential opportunities in any industry. Moreover, the firmographics data doesn’t change quite often.

However, there is one drawback of the firmographics segmentation; you won’t have the complete details. For example, you can find out the demand for bookkeeping software in the finance industry but won’t know the average amount each company is willing to invest in the system.

### Demographics Segmentation
The demographic segmentation is pretty much the same that most B2C marketers use. It categorizes your potential customer base according to their personal data, such as age, income, gender, family size, ethnicity, education, and other characteristics. However, many B2B marketers don’t prefer using this framework.

Since you mainly target businesses, dividing them according to personal data is difficult. Nevertheless, you can collect relevant personal information and data that you can leverage to understand your target audience’s preferences.

### Needs-Based Segmentation
Needs-Based Segmentation is the best and most robust way to segment your B2B audience. It helps you to divide your target audience based on what they need from a particular product or service. They could be looking for a particular feature or a critical element of the product before buying it.

The best thing about needs-based segmentation is that it allows you to scale quickly and provides accurate information. You can find the aspects your clients are looking for and then target them with relevant ads and marketing strategies. 

However, it can be a challenging task to collect relevant data. But one thing is sure: the results are extremely beneficial for your business. Before you go for needs-based segmentation, you need to ensure that you have the relevant resources to go through and complete this process.

It won’t give you effective results if you fail to fulfill the entire activity’s intended purpose. If you don’t have the resources to conduct a needs-based segmentation, then it is best to choose any other framework.

### Client Tiers
Lastly, you can also segment customers depending on their priority. You can take into various factors to determine the importance of a particular individual for your business, such as their overall probability, CLV (customer lifetime value), etc. You can also rank customers according to their ability to bring potential leads to your business.

Many clients would recommend particular goods and services to others if they offer them significant value. Marketers today can take advantage of AI and machine learning tools that help them calculate how valuable a particular client is.

The downside of this segmentation process is that each client’s needs might differ. For instance, your highest-paying client wouldn’t require too much attention from you, but the lowest ones would.

Moreover, customers in the same tier would have different preferences and requirements. You would require additional segmentation criteria with the client tiers.

### Wrapping Up
B2B market segmentation ensures that you spend money on avenues that will yield fruitful results. Even the biggest companies don’t have infinite resources and need to channel money in the right direction. Therefore, it is vital to use money to deliver the message to the target audience.

And that is where B2B market segmentation can come in handy. You can divide customers into different segments to refine all your activities, from product development to selling and even after-sales services.

Choose the right B2B market segmentation method that aligns with your objectives and is suitable for the industry you are operating in. Doing so will allow you to reap long-term and short-term positive results.

How To Segment Audiences: A B2B Marketer’s Guide

Marketing is one of the most common challenges that start-ups face. Once you’ve set up your company and you’re ready to enter the market, you have to figure out how to spread the word. After all, the best idea in the world is no good if nobody else knows about it. [Traditional methods of advertising ](http://www.forbes.com/sites/davelavinsky/2013/03/08/is-traditional-marketing-still-alive/#69e2b4612f38)through television, billboards and even listings in the newspaper are not only too expensive to be realistic options for most small businesses – they’re also becoming considered out-dated ways of attracting customers. To help you explore other options, I’ve put together some ideas for alternative ways to market your start-up company.

**Social Media**

Television adverts and street posters are fast being overtaken by the new mainstream means of marketing – social media. Between Facebook, Twitter, Google+, Pinterest, Instagram, LinkedIn and Snapchat – to name but a few – there’s a platform for every business. And it’s a particularly useful tool for technology or online businesses, because your target audience is already on the web.

When deciding how to manage your social media pages, think about the best channels to reach your target audience; if you’re aimed at teens, you’ll get further with Twitter than with LinkedIn. And don’t be afraid to try out new channels – Snapchat is just emerging as a major tool for businesses and getting your company’s account set up is a great way to stay ahead of the curve and get creative with your advertising.

**Grassroots Marketing**

It’s an oldie but a goodie: [word of mouth](http://www.seoreviewtools.com/website-authority-checker/). Get your friends and family talking and ask them to spread the word. Put your message out in your local community, and find ways to generate organic interest. You could host events in your nearby hangouts, put up posters and put out newspaper ads or hand out flyers somewhere you’re likely to find potential customers. This method allows you to add the personal touch to your advertising, as you can meet your customers and explain your brand directly. It also gives you the opportunity to gain real-time feedback from your new and potential clients.

Pick your places and your spokespeople based on your target audience. If you’re starting a child-orientated company, find out if you can leave some cards at your local preschool. If you’re creating a window cleaning business, you might find that your best option is simply to go door to door. Remember to be prepared and have professional-looking business cards or posters, as well as a rehearsed speech.

**Host a Launch Event**

Nothing gets people talking quite like a well-planned (and well-executed) party. Start your business off with a bang by hosting your very own [launch event](https://www.google.co.uk/search?q=pr+agency+launch+event&oq=pr+agency+launch+event&aqs=chrome..69i57.2767j0j4&sourceid=chrome&ie=UTF-8). Make sure to invite members of your target audience – preferably people with a wide network who will be able to spread the word – as well as members of the press. Bloggers are a great group to target, as they often have a dedicated following with a shared interest and are keen to know about the next big thing on the block.

You can choose to organise and plan your event yourself, or you can enlist the help of a public relations agency or an experienced contractor. Whichever option you go for, you’ll need to make sure your event is one to remember. Think about all the details – from the invites to the food to the theme – and make sure the party is well suited to your target audience and your brand personality. Remember to take plenty of pictures that can be shared on social media (and encourage your guests to do the same).

**Immersive Advertising**

One big advantage of operating a small business is that you have a lot of creative freedom – and marketing is a great place to put that to good use. While immersive advertising was a term traditionally used to describe a well-rounded campaign, today’s approaches have become increasingly innovative. Ideas like 3D [billboards](http://www.hongkiat.com/blog/brilliant-creative-billboard-advertisements/) to virtual reality apps have emerged as ways to excite and engage new customers. As well as being a great way to inject personality into your advertising, it’s a sure-fire way to create a memorable campaign.

One great example of this recently has been the UK television show Humans, which is being advertised by Channel 4. The show centres around human-like robots known as Synths. Instead of opting for a traditional advert, the show has created a hyper-realistic product recall for said Synths, complete with a complementary website and social media channels. This unique marketing method encourages viewers to share in the world of the show and has certainly gotten people talking. 

**Build Partnerships**

They do say two heads are better than one – and the same is true of marketing departments. A great way to broaden your consumer horizons is to team up with complementary companies. By partnering up with other companies with a similar customer base, you can not only reach a new audience but also pool together ideas to come up with a compelling campaign.

There are many different ways to create partnerships. You can agree on a traditional paid-for service, or you can work out a mutually beneficial deal – such as swapping email databases or each featuring on one another’s blog. You might opt to work with a company in a similar market to you, or you could go to a popular news outlet, or you might want to find a business that offers a service or product that well complements yours. The world is your oyster!

**Press Releases**

While there are many new and exciting ways to spread word about your business, there is still plenty to be said for some of the more traditional methods. The basic principles of press releases have stood the test of time, but the platforms for sharing them have changed over the years; there are far more digital outlets available today in comparison to yesterday’s print publications.

Creating a press release is a great way to get your message out and draw your customers in. It allows you greater space to explain your ethos and your story than a poster or business card, although your USP should still come through clearly. Many companies choose to work directly with journalists who have links with news outlets, although there are also [online services that will help you with press release distribution.
](http://mashable.com/2007/10/19/press-releases/)
 
**Search Engine Optimisation**

Search engines are fast becoming the most popular way for consumers to discover new brands. By boosting your brand up the search rankings for relevant terms, you’re much more likely to be spotted by new customers. Many people never get past the first page of their Google results, so the higher up you can feature the better. Of course, it’s important to make sure your website comes up on the right searches, so you need to think about what your [focus keywords](https://yoast.com/focus-multiple-keywords/) are.

Search engine optimisation is a wide-reaching topic with many avenues to explore, but one of the most important distinctions is between paid and organic customers. While the former come from paid-for ads listed on websites like Google, the latter are attracted through the content on your website which naturally appears in the rankings. While organic customers are harder to attract, they’re typically more loyal and higher spending customers, so it’s well worth putting in the time to figure out how to draw them in.

**Positive Reviews**

Word-of-mouth might not be the most efficient way to mass market, but it is still one of the most reliable (and, of course, cost efficient) methods for building up your brand’s reputation. If your customers are pleased with the service they receive, they’re much more likely to pass your company name along to their friends – and there’s a good chance they have friends with similar needs and interests.

Personal recommendations and unbiased reviews help new customers trust your business and make them more likely to buy your product or service. As well as spoken endorsements, it’s worth asking customers to leave positive [reviews on popular websites](http://blog.hubspot.com/blog/tabid/6307/bid/33741/12-Places-Businesses-Should-Be-Collecting-Online-Reviews.aspx) and your business’ social media pages – although it’s important that they know it’s not obligatory and that they’re free to be completely honest. If you work with businesses and clients, you can ask for testimonials that you can share with potential customers.

So what do you think? Are the tried-and-tested methods the best, or should new companies be looking for new ways to market themselves? Let me know what’s worked for you in the comments below – and tell me if there are any adverts that have really caught your eye recently.

Related: [Common Mistakes Start-up Companies Make](https://www.aniketwarty.com/common-mistakes-startup-companies-make/)

How to Spread the Word About Your Start-Up

After you’ve been in business for a few years, it’s natural to feel the need to change your brand up a bit.

Maybe you want to redesign your logo to make it more appealing to a new target demographic. Or maybe you want to start championing the latest issue that has everyone on the internet in an uproar with new social media banners and profile pictures, to show how current you are with the times.

The above strategies are great examples of evolutionary rebranding. But there’s a problem with approaching it this way. And that is that it’s not particularly effective at helping you meet certain goals.

For example, changing your logo to look more modern and trendier won’t necessarily make your brand more appealing to modern and trendy audiences. It may seem like the next logical step in your brand’s evolution, but to scale your consumer base and your revenue stream, you need to start thinking of rebranding as a revolution instead of an evolution.

If you’re wondering what that looks like, I explain it all in the following article, along with strategies to help you revolutionize your next rebranding campaign.

But first, let’s answer some fundamental questions.

### What Is Rebranding?
Rebranding can mean many things, but the bottom line is that it’s a strategy that companies use when they want to change their public image.

How deep inside your company these changes go can vary. For example, you can change the design of your logo and stop there. But you can also go as far as changing the name of your brand, your brand values, logo, color scheme, and even your brand architecture, resulting in a total shift from top to bottom.

There are three types of rebranding: brand refresh, partial rebranding, and full rebranding.

### - Brand Refresh
A brand refresh is when you update your branding to give it a fresh look, without making any major changes. For example, Apple has altered its logo several times over the past couple of decades, but it’s never altered its entire brand identity. It’s also never changed the focal point of its logo: the apple with a bite taken out of it.

### - Partial Rebranding
When you want to change only a couple of elements of your brand, but not the whole kit and kaboodle, that’s called a partial rebranding. This is a step up from a refresh. You’re not just updating or tweaking what you already have, you’re redesigning and redirecting to change your brand image or identity. It’s not a full rebrand, though, because you’re leaving some elements the same as they were before.

### - Full Rebranding
A full rebranding occurs when you take down your existing brand and start over from scratch. This may be an appropriate strategy to take after a merger or if you’re planning to pivot to selling a completely different product or service than previously.

### Why Do Companies Undergo Rebranding?
There are several reasons why a company might decide to perform a rebranding.

### 1.   To Modernize
Brands that are stuck in the past are the quickest to get left behind by the newest generation of consumers. If your brand image appears old and outdated, you may want to consider a refresh or a partial rebranding to keep up with the times.

### 2.   To Create A New Brand After A Merger
Full rebranding typically occurs after two brands have merged into a single entity. Rather than market each brand separately or together, it’s often easier and more efficient (in the long run) to craft a single brand identity that represents both entities.

### 3.   To Sell A New Product Or Service
If you decide to sell a new product or service, a partial rebranding is typically in order. Sometimes you may even want to go as far as a full rebrand. One of the main deciding factors is whether or not the product or service you want to sell is in the same market as your current stock. If not, you may have to make some big changes to ensure you can actually market and make a profit off this new thing.
### 4.   To Move Away From A Negative Image
No brand ever wants to be cast in a bad light. But the fact is that business owners sometimes make mistakes. We can make decisions, personally as well as professionally, that put a shadow over the image we’ve striven so hard to cultivate as positive and trustworthy. When this or a similar scenario happens, and consumers refuse to buy from your brand anymore, a full rebrand is a viable last resort strategy to prevent your business from going under.

### 5.   To Sell To A New Demographic
Shifting from selling to one demographic to another can be tricky. One way to make it easier is to do a partial rebrand. You’re not changing everything about your brand, you’re just updating certain elements – like your brand design and advertising tone – to appeal to a different group of people than before.

### 6.   To Stand Out From A New Competitor
Let’s say a new competitor enters the market, and they are offering a new product or service that makes yours look old and dull by comparison. A rebrand is one strategy that you can use to refresh or change your image, so you can appeal to the consumer demographic that your competitor has taken away from you.

### Why Successful Rebrands Are Revolutionary Instead Of Evolutionary
Now that you know the types of rebranding and some of the reasons why you may consider doing one for your own company, you must learn how to implement your rebrand successfully.

To accomplish this, you should stop looking at rebranding as an evolution. Instead, you should see it through the lens of a revolution.

Let me explain.

Evolution is a slow, gradual change that proceeds doggedly toward a predictable conclusion. A revolution, on the other hand, is an upheaval, a sudden upending of tired ideas and ways of thinking and doing things.

The latter will keep your brand vibrant and alive. But the former will cause it to stagnate and lose business to other, up-and-coming brands.

When you treat rebranding as a revolution, you’re not just concerned with updating your brand design to fit the times. You’re updating your entire infrastructure, from sales to marketing to customer support. You’re optimizing the way that your brand does business, embracing new ideas, and looking for ways to be more than what you are now while still retaining what made you great in the first place.

As an example, let’s use Apple iTunes. Before Spotify came onto the scene, iTunes had cornered the market in digital music listening. To get music, though, you had to purchase albums or individual tracks.

Enter Spotify, which offered a music streaming service where you could access an entire library of music online for a reasonable monthly fee. At this point, iTunes became outdated. Why buy individual tracks when you can listen to all the music you want for less than $15 a month?

In 2015, Apple launched Apple Music and pushed iTunes into the background. With the former service, they offered consumers the exact same streaming capabilities as Spotify, but optimized for Apple devices, which many people already owned.

Apple could have dug in their heels and not changed anything about iTunes. In other words, they could have mimicked Blockbuster when the movie rental brand refused to change to keep up with Netflix. Instead, Apple made a huge shift to adapt with the market.

Now, millions of people use Apple Music. By contrast, there’s only one Blockbuster left in the entire United States.

This is how you accomplish your rebranding goals: a systemic, revolutionary approach that moves your brand in a profitable direction.

### 4 Ways To Revolutionize Your Rebranding
Here are four strategies to use that can help you revolutionize your rebranding.

### 1.   Develop A Story And A Plan
When you’re considering a rebrand, you need to develop both a story and a plan.

The story is for explaining to your staff, your board, your shareholders, and your customers why this rebrand is necessary and what you hope to accomplish with it. The plan will map out all the changes you intend to make with the rebrand, who will be affected, and how and when it will all roll out.

Creating a story and a plan will allow you to see the extent of your revolution and coordinate the logistics of making it happen smoothly.

### 2.   Keep Your Staff In The Loop
You can’t have a revolution without people carrying it out. With that in mind, whether your rebrand is big or small, make sure you keep your staff in the loop.

This could mean sharing the new logo with them a few weeks before the prescribed launch date; putting them through training to transition to a new, merged brand; or guiding them through your new brand values and how that affects their interactions with customers.

Those are just suggestions, but the point is that you should never leave your employees in the dark when you’re undergoing a rebrand. Otherwise, you’re setting them up to make a lot of mistakes that will ultimately reflect badly on you.

### 3.   Get Your Customers Excited
Your customers should be aware that you’re performing a rebrand, especially if you’re making some major changes. Get them excited, too, so that they continue to remain loyal to your company. Emphasize the benefits they will receive after the brand relaunches, while simultaneously reassuring them that all the things they love will remain fundamentally the same.

### 4.   Coordinate Your Brand Relaunch Carefully
Your brand relaunch will be the most critical event of the entire rebranding process. This is the day you show the world all the changes you’ve been working on.

As such, the coordination between your departments – marketing, sales, customer support, social media, design, R&D – needs to be on point. Otherwise, you could incur some major slip ups. One social media account could post the new logo before the others are ready, or your website could launch before all the new products have been uploaded into the online catalog. Depending on the mistake, it could be a disaster for your new brand image.

If, however, you plan everything out and allow a little wiggle room, your rebranding revolution will go much smoother and land much better with your customers.

### Conclusion
Viewing rebranding as a revolution rather than as an evolution will help you get the most out of the shift. Not only will it give you the opportunity to revitalize your brand to appeal to new customers, but it will also help you scale your business while maintaining your presence in the marketplace.

Rebranding is fun. Mozilla in the 2000s rebranded a popular upcoming search engine. China, in the 90s rebranded a nation. In the 2010s, I successfully rebranded a b2c gaming brand to a b2b offering, pivoting around the product.

I am currently rebranding one of our Fintech payments sites this New Year, and it already is going great guns. I can easily now focus on scale over spread and prioritize high-impact businesses first. I am re-positioning and redefining my brand’s personality. When you haven’t got it all right the first time around, you go and create that rebranding revolution. 

How To Succeed At Rebranding (By Treating It Like A Revolution Instead Of Evolution)

In the [Global Entrepreneurship Monitor](http://www.gemconsortium.org/report/49812) survey, 42% of respondents considered business skills such as marketing one of their most important tools when it comes to entrepreneurship. In today’s competitive market, this means not only being familiar with traditional techniques but being able to think more abstractly and come up with new, exciting and innovative ways to market your company to an audience that is increasingly overwhelmed by choice. From digital events to customized communications, I’ve put together some innovative marketing ideas for small businesses to help you get started and inspire you to modernize your marketing for 2018.

### The Personal Touch

Once upon a time, cold calling and leaflets through the door were the accepted means of interacting with your audience, but these traditional methods just don’t cut it in the digital age. With so much competition on the market, it’s important to make sure your name is one that your customer remembers – by remembering theirs.

![Content-Personalization.png](/uploads/Content_Personalization_0f423050ac.png)

Personalisation is becoming ever-more important in the way that brands interact with their audience. Email marketing services such as [MailChimp](https://mailchimp.com/) give you the opportunity to customise individual emails so that you’re addressing your customers by name – which is a small but effective way to add a more personal touch to your communications. If you run a recommend-a-friend scheme, you could use this to create an air of familiarity by including not only your new customer’s name but the friend’s as well.

2018 is a great time to increase your innovation further and find new ways to make customers feel noticed and valued. Small businesses with more manageable customer bases have opportunities available to them that wouldn’t be feasible for larger organisations, and you can use this to your advantage. Customised printed cards that are delivered with your orders, added details that appear in forms of communication and more tailored suggestions that don’t just rely on keywords and automation are just a few examples of the ways that you can connect with consumers on a more personal level.

Certain services have even more scope for this style of marketing. Subscription services, for example, have the opportunity to amend their deliveries according to preferences, feedback and any information you may receive upon sign-up. Similarly, apps or digital products can use their capacity for quick changes and regular updates to keep in touch with customers’ evolving interests.

### Hosting Corporate Events

Sending your customers marketing material might be an essential when it comes to increasing your revenue, but it’s not always the most effective tool for improving engagement. When you’re deciding what to send your customers, think about the kinds of things you’d like to receive in the mail – such as a party invitation.

![Corporate-Events.jpg](/uploads/Corporate_Events_355ab7cc27.jpg)

Hosting events for your customers offers a great opportunity to connect with them at three different stages: before, during and afterwards. In the build-up to the event, you need to get your customers excited and incentivise them to come along. This could be through rewards and giveaways, or it could be through other means. Special guests are a great way to generate interest, as are non-monetary rewards such as access to as-yet-unseen products or a chance to influence future creations. If your invitation is done well, it should make your invitee feel special and so further invested in your organisation.

During the event, you need to ensure that your brand is properly represented from all angles. Use your company USP to plan an event that only you could host. From the theme of your event to the venue, the staff and the activities planned, this is the interactive face of your business and it’s vital to leave your customers with a positive impression.

Think outside the box and explore all your possibilities. For example, in the digital age there’s no reason that you couldn’t host an online event. As well as keeping your costs low and allowing you to expand your guest-list, an online event or conference is a great way to utilise today’s technology. In fact, even if you decide to host a physical event, make sure that you’re able to share it across the online world for those who aren’t able to attend through video and photography from both you and your guests. [Diesel’s recent PR campaign ](http://www.vogue.co.uk/article/diesel-fake-store-new-york-february-2018) in which a hidden camera captured shoppers in their pop-up “knock-off” shop is a great example of this.

However you choose to do your hosting, the follow-up is every bit as important as the event itself. Make sure your customers feel like their presence was valued, and encourage them to share their experiences with their friends – and your potential new customers.

If you’re not able to host your own event, consider sponsoring one instead. Find an event that will likely attract many members that are within your target audience range and make sure to use that opportunity to raise brand awareness as much as possible.

### Social Media Influencers

Marketers realized a long time ago that social media was an important tool for reaching audiences both local and international, but the ways it can be used is always evolving. While paid and organic advertising and regular posting remain essential techniques that can help to boost your visibility, there are also other avenues that are worth considering – particularly for small businesses and entrepreneurs.

![Social-Media-Influencers-2018.jpg](/uploads/Social_Media_Influencers_2018_b3459f10e3.jpg)

In 2017, Gucci made waves with its innovative ad campaign that commissioned popular meme accounts on Instagram to create custom memes for their products. It marked one of the most significant uses of social media influencers in online advertising, and serves as a great example for any marketing teams that are looking for inspiration. Tapping into meme culture helped bring the brand to a new generation, and also represents the kind of indirect advertising that may help to bring about long-term brand loyalty rather than simply one-time purchasing.

There are many ways to engage influencers with your brand. As well as using their online presence through posting, you can invite them to attend your events. Not only does this give them something more personal to post about your brand, it can draw extra attendees and elevate the status of your event to something more high-profile and exclusive.

You could also work with them on various forms of collaboration. These range from the traditional product-for-review partnership that works well with bloggers and vloggers to more creative ideas such as having them collaborate with you on a limited-edition line, or asking them to curate your website or social media pages for a day. Similarly, you could organise a social media takeover or a q-and-a which will help drive their traffic towards your accounts so that you can reach a larger audience.

### Networking

Interest in small businesses and entrepreneurship continues to be on the rise, and this is your opportunity to turn your story into an asset that you can use for your marketing strategy. Make sure that you take every opportunity to network both within your industry and beyond, and then use your circle of contacts to boost your business – whether you’re running a B2B or a B2C operation.

![Business-Networking-2018.png](/uploads/Business_Networking_2018_fafd6ae5a3.png)

Find out about the events that are organised within your industry and decide which ones will be worth attending for your company. Looking up the biggest industry bodies and awards is a good place to start, as well as finding out where your competitors have been or will be in attendance. You can advertise your participation as a way to build authority and trust among customers, as well as a way of attracting the attention of those interested in your sector.

It’s good to know which events have the highest attendee rates but that doesn’t always mean they’ll be of the most value to you. Balance quality and quantity when it comes to contacts, and make sure you choose events where you’re likely to make valuable connections that can help you progress and grow your business through collaborations or perhaps even co-operative advertising.

Conferences are a great choice because you can learn and train while you network, and you’ll be able to get an idea of who will be attracted to the event by looking at the key speakers that have been booked. Trade fairs are also a good place to meet a mix of potential clients as well as collaborators, colleagues and even competitors.

Don’t be afraid to think outside the box when it comes to networking. For example, if you or your employees work in co-working spaces rather than a central office, you may find that it helps to spread the word about your small business as well as opening up opportunities to meet future customers or stakeholders.

How are you going to be adapting your marketing strategy in 2018? Do you own a small business, and do you think that that requires a more innovative approach to marketing / advertising for small businesses and Entrepreneurs? Share your thoughts, ideas and questions in the comments below.

Innovative Marketing Ideas for Small Businesses and Entrepreneurs for 2018

For business owners who own or are looking to acquire multiple brands, a brand architecture strategy is an absolute must-have.

Without it, they will struggle to develop a strong brand identity that will keep their revenue flowing through their assets, both old and new. They will also face the risk of wasting thousands, if not hundreds of thousands of dollars on ineffective marketing campaigns that lack focus and direction.

Choosing the right brand architecture strategy can be a tough decision, as there are numerous types of strategies. But knowing the key elements to look for will help you decide which architecture aligns with your brand goals.

In this post, I’ll take a deep dive into the key elements in brand architecture strategy. This is critical information that will help you make a better decision about how to structure and implement your brand architecture going forward.

But first, let’s refresh your memory on the basics.

### What Is Brand Architecture?
Put simply, brand architecture is the way that companies, including well-known large corporations, structure the brands that they own.

To help you visualize this structure, it’s important to know about the types of brands that make up the architecture. Some are at the top, while others called “sub-brands” are at the bottom, but the key takeaway is that they all relate to each other in some way.

Starting with the brand types that make up the top of the architecture model, we have the master brand, the parent brand, and the umbrella brand.

### Master Brand
Out of all your brands, the master is the one that is most recognizable to your customers. In most cases, it’s the name of the company, and its logo is featured on all the products and services that are offered by the sub-brands beneath it. For example, Apple is a master brand, and Apple TV is one of its sub-brands.

### Parent Brand
In terms of which type of brand is at the top of the architecture, the parent brand is it. The parent has many sub-brands beneath it, but these often don’t all fall into the same product or service category. For example, Procter & Gamble (P&G) owns several different types of brands, including Tide, Gillette, and Pampers.

### Umbrella Brand
The umbrella brand is a well-known brand or company that owns several sub-brands. These sub-brands all have different names, but they sell the same type of product. The Coca-Cola Company uses the umbrella style of brand architecture because it oversees a wide range of beverage sub-brands, like Coca-Cola, Sprite, Dasani, and Barqs.

Now that you know the main types of brands that make up a brand architecture, it’s time to learn about the architecture itself.

### What Are The Types Of Brand Architecture Strategy?
There are four strategies that corporations use to construct an architecture for their various brands: branded house, endorsed brands, house of brands, and hybrid.

### Branded House
The branded house architecture puts the master brand at the top of the structure and sub-brands that share its name beneath it. All the brands in the architecture feature the same brand identity – hence the name, branded house. Apple is a great example of this style.

### Endorsed Brands
In an endorsed brand’s architecture, the parent or umbrella brand endorses sub-brands within their company to lend them legitimacy. These sub-brands are completely separate and independent from one another. You’ll often see this structure in hotel companies, like Marriott.

### House Of Brands
A house of brand architecture is composed of several different brands that are independent of one another in terms of the customers they serve, the products they sell, and their brand identity. Yet they are all owned by a parent company. P&G uses this structure.

### Hybrid
A hybrid architecture is one that leverages two or more of the above types within the same company. Amazon is a great example of a hybrid structure, as they use the branded house strategy as well as the endorsement style.

### What Are The Benefits Of Having A Brand Architecture Strategy?
Companies of all sizes, from small to midsize enterprises to large corporations, reap benefits from having a brand architecture strategy. Here are 5 of those benefits.

### 1.   Helps Companies Develop A Strong Brand Identity
Having a brand architecture strategy in place will help you develop a strong brand identity across your company. In some cases, you may need several identities. For example, in a house of brand architecture, you’ll own several different brands that are completely unrelated and unconnected. As such, you’ll need an identity for each brand that reflects its unique value, audience, services, etc.

### 2.   Establishes Corporate Structure And Hierarchy
With an overarching architecture strategy guiding your company, you’ll have a map for establishing your corporate structure and hierarchy. You’ll be able to visualize how your sub-brands should interact with each other (or if they shouldn’t), which brands are the most important, and how your overarching brand identity (if you have one) trickles down to all the rest. The result will be a more organized, unified company.

### 3.   Helps Shift Customer Perception The Way You Want
If you’re looking to shift customer perception in a certain direction – to promote a new product or service, or to highlight your company values – you can do so with a brand architecture strategy. For example, if you’ve developed a popular parent brand, you can use the endorsement architecture and put the name of the parent brand on a new product or service you’re trying to sell. This will increase interest in the new sub-brand among your existing customer base.

### 4.   Helps Companies Expand And Scale Successfully
I emphasized early on in this post that companies who want to expand and scale their brands should prioritize developing a solid brand architecture strategy. The strategy will guide how, where, and when they should scale, and how their expansions will integrate into the architecture. Companies that use it will ultimately be more successful at achieving their goal to grow in size, output, and variety of brands.

### 5.   Helps Eliminate Wasteful Spending On Scaling And Marketing
The last but by no means least benefit of brand architecture strategies that I want to discuss is how they help companies eliminate wasteful spending. Without an established strategy for organizing, marketing, and selling your brands, you can easily end up spending thousands, or even hundreds of thousands of dollars on pointless, unfocused marketing campaigns. You can also waste the time and energy of your employees and swallow up valuable resources.

The reason? You have no overarching brand architecture strategy, so you’re basically throwing everything you have against the wall to achieve your business goals with no real direction or focus. Put that strategy in place, though, and you’ll soon eliminate those pockets of waste.

### What Are The Key Elements Of A Brand Architecture Strategy?
When deciding which brand architecture strategy to implement in your company, it helps to know the key elements that are universal across the board.

### Hierarchy
The first key element of a brand architecture strategy is a hierarchy. Each strategy model we laid out earlier in the article has one.

For example, in a branded house, the master brand is at the top of the hierarchy, while its sub-brands – with the master name attached – are at the bottom. In a hybrid architecture, a parent brand may be at the top of the hierarchy, followed by two or three master brands which in turn oversee their own sub-brands.

The higher up in the hierarchy a brand is, the more important it is to the company. However, this importance can manifest itself in different ways.

For example, returning to the branded house model, you’ll want your master brand name to be associated with all your sub-brands. In this structure, the highest brand in the architecture – the master – has a direct relationship with all the entities in the structure beneath it, as well as all the customers who interface with them.

If, however, you’re using a house of brand architecture, then you’ll most likely have a parent brand at the top of your hierarchy that is not necessarily associated with any of its sub-brands by name. Instead, these sub-brands function as independent entities. The customers who interface with them may not even realize they are owned by the same parent brand.

This is why examining the hierarchy of each brand architecture strategy is crucial to finding the one that best fits your company. The hierarchy will help you structure each of your brands in terms of their importance to your brand identity, your customers, and your overall business model.

### Brand Identity (Or Identities)
Brand identity is not just important to your brand architecture strategy, but to your entire company, as well. Every aspect of marketing, from generating brand awareness to establishing loyalty among your customers, depends on it. Sales and customer support are also responsible for upholding the messaging, values, and graphics that make up your brand identity.

Your brand architecture strategy is extremely helpful for helping you achieve your desired brand identity. Take Apple, for instance. Apple is famous for its beautiful, innovative tech, but also for its clean, streamlined branding. They apply it to all their sub-brands, including Apple TV, Apple Music, Macintosh, iPhone, etc., so that even if a customer only sees one of their ads or products, they know exactly who’s behind it.

Even if you choose to implement a house of brands or hybrid brand structure, rather than a branded house like Apple, you can still use the architecture strategy as a guide to developing your brand identity. In such cases, where you own several different brands, referring to your strategy will ensure that you maintain your parent company values while designing a unique visual aesthetic for each sub-brand.

Always let your goals for your brand identity (or identities) be a deciding factor in your search for the best brand architecture strategy for your company.

### Growth Potential
Finally, the third most important key element of any brand architecture strategy is its growth potential. This, of course, is tied to the growth potential of your own company.

To determine the type of growth potential you need, you must define your long-term goals. Consider what you want your company to look like one year, five years, and ten years down the road.

Do you want to branch out into other types of products and services and reach completely new audiences with each sub-brand? Or do you want to establish sub-brands that all occupy the same market, and that is all tied back to a master brand? Or perhaps you’re looking for a combination of the above.

Once you’ve determined where and how you want to grow, you can find the brand architecture strategy that aligns with these long-term goals. That way, you already have a built-in plan for success, a roadmap to the future you desire.

### Conclusion
I’ve just identified 3 key elements of brand architecture strategies – hierarchy, brand identity, and growth potential – that will help you choose the most optimal structure for your company. With a proper brand architecture strategy in place, you’ll experience incredible benefits like stronger brand identity, greater success while scaling, and cost savings on branding expenditures.

I am often criticized for my policy of non-zero set-up/licensing fees. I am asked: why not? Our competition is charging zero set-up fees? Why not us?

I want to quote to them the bulls-eye story, and I begin to, too, then I hold back. The legacy of wanting and taking things for free – hocking up a competitor in your face, and the fear of losing your prospect to someone less capable – has come full circle for my sales and marketing peers.
What I am offering, and of what value it is or can be to the prospect, is often ignored.

What Sales usually forgets and don’t address deliberately is the “generation part” – and that is something that needs to be equally addressed: the nurturing part – and this is specifically for long and complex sales. I personally believe that a good client may take even a year to sign up, eventually; though this is all supposedly left to “marketing” as if sales in the online niche is like a car sale in a car distribution outlet.

With branding, as in marketing, the bulls-eye story is the way I would go, with the theme: I have clients in order to build than building in order to get clients.

Brand building and brand loyalty go hand in hand. While you’re doing one, you should also be doing the other. Both are essential for creating a brand while also sustaining it as you scale.

In this article, I’m going to dive into the key elements of brand building and brand loyalty. By the end, you’ll know how closely they intertwine and how to leverage them into a double-pronged digital marketing strategy.

But first, let’s get some basics out of the way.

### What Is Brand Building?
[Brand building](https://sendpulse.com/support/glossary/brand-building#:~:text=Brand%20building%20is%20the%20process,customer%20loyalty%2C%20and%20brand%20recognition.) is pretty straightforward. It’s the process of establishing your brand in the marketplace and making your target consumer demographic aware of your product or service.

This process can be accomplished in many different ways, including advertising campaigns, community outreach, and social media outreach. The point is to get your brand out there and build it up so that people recognize it and want to purchase from you.

That said, there’s a lot more to it than just driving up awareness. Awareness is critical, but what is it about your brand that makes customers decide to take the plunge and commit? When you’re building your brand, you have to also build the identity and the image that you want to present. You can’t just say, “Here we are!” You must say, “Here we are, and here’s why you should choose us over our competitors. Here’s what makes us worthy of your investment.”

In other words, you must build value into your branding. If you can build a brand that communicates a value that your target audience wants or needs, then you’re well on your way to generating your own base of customers.

### What Is Brand Loyalty?
Building a brand that generates awareness and communicates value is great, but there’s something missing from this process. Even if you create a successful model for generating new customers, how are you going to go about keeping those customers so you can get the maximum return on investment (ROI) for your marketing efforts?

The answer is brand loyalty.

Brand loyalty occurs when you have customers that come back to your brand over and over. There’s usually a reason for this; it’s not arbitrary that they choose to make repeat purchases from you rather than buy from your competitors. Maybe you provide exceptional customer service, higher quality products, 24/7 support, or free shipping.

How do you create brand loyalty? You provide value, and you do it repeatedly: with every customer and every customer experience.

That’s why it’s important to think about this during your brand-building process. You need to build your brand as one that provides certain benefits that customers will want to experience again, and then incorporate that image into your marketing.

What happens when you don’t have brand loyalty? You’re going to lose customers, and you may even go out of business. Here’s why.

Let’s say you just fired up your new brand a few months ago. In the time you’ve been up and running, you’ve managed to have two wildly successful first quarters. People are interested in your product and they’re willing to buy it up.

But let’s also say that after purchasing your products, your customers become dissatisfied with your shipping time; you promised them 3-5 business days, and it’s taking over two weeks for them to receive their orders. They decide to try one of your competitors, who happens to offer fast and reliable free shipping. Now, you can no longer count them among your consumer base.

This happens repeatedly until you have none of your original customers. Now, you have to spend a lot of money on advertising to market to fresh audiences. Eventually, the pool of new customers is going to run out, and you’re going to be left holding the bag.

If you had brand loyalty, however, you would have had a base of customers providing a steady stream of revenue. (In fact, you’re [14 times more likely ](https://www.forbes.com/sites/forbesagencycouncil/2020/01/29/the-value-of-investing-in-loyal-customers/?sh=26c098bd21f6)to sell to an existing customer than a brand-new one.) This would give you the wiggle room to build your brand even more and scale your business and gain more repeat customers. It’s a winning model. The other… not so much.

Building your brand and brand loyalty are two sides of the same coin. Together, they create a strong revenue stream. But building your brand without generating loyalty among your customers is a recipe for disaster.

### 5 Key Elements Of Brand Building And Brand Loyalty
Now that you know how important these two aspects of branding are for one another, I’m going to talk about the 5 key elements that they share.

### 1.   Identity
A strong [brand identity](https://www.investopedia.com/terms/b/brand-identity.asp) is important to any business. It is how you will present your company to the public, and it includes everything from the color scheme of your logo to your social media posts and customer service values.

Your brand identity must appeal to your target customer demographic. For example, if you are marketing your product toward teens and twenty-somethings, then you should create an identity and an aesthetic that matches current trends among the youth. This way, just at a glance, your target demographic can tell that your brand holds some interest and value to them.

Establishing your identity will not only make it easier for you to build your brand and increase awareness, but it will also help you plant the seeds of loyalty among your future customers. If they see your brand conduct itself in a positive, professional, and authentic manner, then they will be more likely to purchase from you – now and again in the future.

### 2.   Value
We’ve already talked about value to a certain degree. But the value of, well, value can’t be overstated. The benefits that you bring to the table could mean the difference between a consumer choosing you or your competitor.

When thinking about the value you provide as a brand, it’s helpful to develop a value proposition. This is a short statement, no more than two or three sentences long, that succinctly describes your brand and what you’re offering to your target demographic.

To build your brand, you must express your value proposition. That is, after all, what it’s for: to showcase to investors, customers, and other potential stakeholders to put money into your business. If you can tell – or better yet, show – people the benefits they would receive by using your product or hiring your services, you will be much more successful at building your brand for success.

Expressing and fulfilling your values is key to developing brand loyalty, as well. That’s one of the reasons why your customers bought from you in the first place, and they will continue to do so if you continue to provide the value they’ve come to expect.

### 3.   Authenticity
When a consumer is looking for a new product or service to try, they are most often looking for a brand that is genuine and honest, provides the value they promised, and isn’t trying to screw them over for a quick buck.

In other words, the brand must be authentic.

Brand authenticity is closely tied to value, but it can be harder to establish. When you’re just building your brand, your new customers are taking a risk by purchasing from you. They don’t know for certain if you’re legitimate or if you’ll do what you said you’d do in your value proposition.

Fortunately, you have a few options open to you for building authenticity for your brand.

For example, you can offer free returns and/or refunds (companies that don’t offer either one or the other are usually suspicious; they may be offering an inferior product that they expect from the outset the customer will be dissatisfied with). You can also be transparent about where you source your products and the materials/ingredients they’re made from.

Having a review or feedback system in place (and not deleting any negative testimonials) is another great way to show consumers that you are genuine. You know you have a great product/service, and you have nothing to hide. It also shows you’re more willing to make it right if one of your customers has a bad experience.

Of course, the best thing you can do to establish your authenticity is to provide the product or service you promised you would at the beginning of the customer experience. If customers who purchase from you are satisfied that you fulfilled your promises, then they can reasonably expect you will do so again. Thus, they are more likely to be loyal and come back to you in the future.

### 4.   Expertise
Authenticity and value are important, but they don’t say anything about your brand’s level of expertise. Expertise is key for building both your brand and brand loyalty, as it shows consumers that you know what you’re doing.

Let’s say you start a brand that sells clothes. What do you know about making and selling high-quality clothes? You don’t necessarily have to know much, but you need to know the basics and the nitty-gritty, and you can let your target consumer base know that. They would expect to view you as the expert so that they feel confident in purchasing from you.

To establish expertise, you can use a number of strategies. If you have any experience in fashion design or sewing or anything related to that industry, you can include a statement about that in your marketing materials. If you personally don’t have any experience running a clothing brand, you can partner up with someone who does and emphasize their years of learning and expertise. You can also be transparent about where your products are made and what they’re made of, including the percentages of different fabrics.

By expressing and showing expertise, you’ll build a stronger, more legitimate brand that people will want to be loyal to because they know that you know what you’re doing. They know that they can expect the best. And who doesn’t want to buy the best?

### 5.   Trust
Trust is the fifth and arguably the most important key element of brand building and brand loyalty. Not only will it serve you well in your early days, when you’re bringing in new customers, but later on, as well. Here’s how.

The ugly truth is that your brand is going to make mistakes. No matter how great your product or your customer service is, or how dependable your shipping partners are, errors will occur. It’s inevitable.

So, how do you prevent customers from leaving when something goes wrong, and your brand doesn’t live up to their expectations? The answer is trust. Your customers must trust that no matter what, you’re going to make their experience the best it can be.

If they receive a defective product after many previous purchases, they know they can send it back and get a refund or a free replacement. If shipping takes longer than you initially promised, they know that you will give them a discount for a future purchase. Those are just examples, but they amount to the same thing.

When you’re building your brand, if you integrate strategies into it that minimize risk and maximize value for your customers, you’re going to build trust. Trust will get people to buy from you for the first time and for many more times in the future, come what may.

### Conclusion
Brand building goes hand in hand with brand loyalty. Without the former, you don’t have a brand, but without the latter, you only have a brand for a little while. Use the 5 key elements we discussed to develop an effective two-pronged marketing strategy that not only generates new customers for your growing business but also helps you keep them.

One of our latest ventures is a foray into the fintech/payment processing business. We have built slowly over the last several months three brands, each sort of competing with each other, vying for pole position. Throughout the rigmarole of daily interactions, rainmaking and operational activities is an underlying trust in-built into the brands and the folks involved: these guys have the balls to carry out what they say they will and to stand by it. They will NOT sleep until settlements/cash outs are done. If any adverse situation arises, these guys will fix it. Invariably. Amen.

Key Elements Of Brand Building And Brand Loyalty

All my life as an entrepreneur has been spent in breaking down old hat norms and methodologies and rebuilding new processes and systems. The idea of Business Process Management (BPM) has long been debated and misunderstood. While some practitioners believe it to be any action or set of actions that contributes to a company objective, most experts on the topic have come to realize that BPM is actually a discipline comprised of a much bigger picture. In short, only those employees who actually oversee the entire process flow of a major company project, from inception to follow up, are actually the ones doing BPM. Various departments play a distinctive role in carrying out BPM, but they are only part of the total end-to-end process which constitutes the activities of true BPM. The important distinction to bear in mind is that BPM is not about how machines can automate production, or how one manager’s performance meets the objectives of his department. It is a series of actions performed by the humans who are the planners and decision makers of the company. They have a direct interest in improving the processes with which their company is run. The machinery and department managers are only performing in a way that has been dictated by these planners and decision makers.

While every company from the sole proprietor to the international corporation seeks to earn and retain market share, the activities they plan and carry out are not necessarily Business Process Management. It boils down to whether the top management team who designs and oversees process improvement is being responsive to customer and employee feedback. This begs the question: if BPM is a whole end-to-end process, will revamping isolated parts of it such as employee training and inventory management count as improving on BPM? Many BPM consultants would answer ‘yes.’ The good news is that these isolated parts of the whole process can be restructured in order to improve the workflow and maximize their efficiency without disrupting the integrity of the other parts. If done well, these actions can place a business on solid ground and facilitate growth. If not done well, they can destroy a small business who is struggling to survive and often hurt public opinion of a well-known industry giant.

![bpm.gif](/uploads/bpm_4e7fa400e0.gif)

**Where Does BPM Begin?**

Every company I have been a part of, the teams in those companies and me have been actively creating long-term processes to make sure each part of and the entire company itself does run smoother and better. There are many defining components to good BPM. Of perhaps the greatest importance is starting with great strategies that follow a timeline. They must include plans to measure progress against the timeline and the impact they have on other aspects of the business operations that contribute to the actual wholeness of the BPM model. A common way of testing these strategies before investing the expense of time and materials is “what-if” analyses. However, not every phase of the BPM needs to be established before work can begin. For example, expanding a business to open new facilities does not require having every phase of that time consuming plan in place before it begins. A lot of factors can impact this phase of a company’s growth due to changes in the industry or economy, such as customer demand or fluctuations in materials costs. An effective BPM practitioner does not write his plans firmly in stone. Flexibility is a critical component to improving the process because the mechanisms used to achieve desired outcomes in the BPM model should be constantly monitored and frequently reevaluated. Even the model itself may need revision on occasion depending on the volatility of the industry.

**What Are Some Methods of Monitoring The BPM Process?**

The methods a company chooses in which to oversee and monitor the daily activities that follow its BPM model depend largely on the size of the organization. The resources available usually involve some sort of personalized software or outsourced tracking service. However, whatever tracking methodology is chosen, its cost should be looked at as an investment. The reason behind this is that tracking progress in every phase of the overall business process keeps it on track to meeting goals and objectives and can send alerts when there is a stumbling block or unusual circumstance along the way. Every step of the process impacts an organization’s budget, and if it doesn’t invest in a good monitoring system, it may find itself faced with costly setbacks in a time sensitive process. Some of the best known methodologies for process management used today are Six Sigma, Hammer, Lean, etc. which were developed by some of the world’s most successful corporations such as Toyota. On a smaller scale are software programs designed to turn data into Key Performance Indicators (KPI). The KPI programs come with templates so that the BPM practitioners can select which model best meets their organization’s needs.

**Where Does BPM End?**

I’ve mentored scores, perhaps hundreds of employees, associates and well-wishers in the finesse of BPM.
Right up front, I mentioned that Business Process Management is an end-to-end process. On the front end, the BPM practitioners must perform a great deal of analysis in order to devise a strategic model of the work flow processes that their company will adopt for their overall operations. But where does the process end? The answer is certainly not at the point of implementation. It follows through to the end user of the company’s products or services, which are the customers. BPM is ongoing and ensures that its customers’ goals and objectives are met as a result of using their products.

Little Known Facts About Business Process Management – And Why They Matter

Those who know how I work and have worked closely with me have seen me do several things at the same time, keeping it whole and trying to do justice to every single thing that I am doing/handling at that time. It wasn’t always this easy, and it took a couple decades to get here, with a lot of practice. I enjoy multitasking and at times see the ability to multi-task take care of ten days of work in one.
Throughout the 20th and 21st centuries, companies have been consolidating multiple positions to reduce employment costs and increase productivity. This may have an apparent benefit for the companies, but it may have been a detriment to employees. More and more observations are coming out and revealing that young adults are more burnt out than ever. With ever increasing demands placed on productive people comes an increased need to multitask.
While multitasking can be great in certain situations, it must be done effectively to produce the best results possible. The common perception of multitasking is that the brain is firing off and concentrating on multiple things at once. While this is how it feels, this may not be the reality of the situation. Multitasking is simply the brain concentrating on one thing at a time and refocusing itself as it switches back and forth. Of course, every time the brain switches between tasks it can lose some focus, memory, and momentum. Quite simply, at current evolutionary states, our brains aren’t built to multitask. Even though we aren’t built to multitask, there are several ways and methods by which one can learn to do it pretty effectively without losing out on the integrity of any particular task.

Related Tasks

As was mentioned before, the brain can only truly handle one task at a time. The switch between tasks can cost a lot of time and energy. Fortunately, this can be alleviated by working on similar tasks together. Working on multiple reports on disparate topics is one of the worst things you can do for your understanding of any of them individually, but picking a few similar projects to work on may increase your understanding of the others. This is especially true if it is multiple projects relating to the same subject.

Starting Slow

When you’re a beginning multitasker, it isn’t recommended to do multiple difficult tasks at the same time. Start small. Do two tasks you do frequently and know very well at the same time. This is akin to a guitar player who decides to combine singing for the first time. It’s necessary for them to pick a song they can play and sing separately in their sleep before they combine them. After a while of multitasking on easy projects, you’ll be able to effectively multitask during novel and one-off projects.

Avoid Multitasking

In the initial stages when a person multitasks, they inherently lose their ability to be detail oriented. Multitasking is better suited for projects that require a “big picture” approach rather than focus on the details. Engineers and builders who are working on parts for a space shuttle certainly aren’t interrupting their work to write out next month’s schedule for their employees or outline next Tuesday’s meeting. While the latter two projects are certainly multitaskable, detail-oriented projects are not good candidates.

Breaks

When a person works out or does another physical activity for a long period of time, their muscles begin to get sore, fatigued and eventually give out. The brain is no different than any other part of the body in that respect. A person’s brain simply needs a break after a highly productive work session or it begins to wear down and become less reliable. Anyone that wants to multitask should know when to throw in the towel for a few minutes or even a few hours. It allows time for gathering thoughts, getting a game plan together, and having some well-deserved rest.

Reviewing

Multitasking, even the most effective multitasking, results in more mistakes along the way than would have happened if each project could have been done with undivided attention. That’s why reviewing should be a priority for a multitasker. Looking over work and checking it for quality and accuracy prior to submitting it will keep quality at the forefront, where it should be.

To-Do Lists

Even when someone’s not multitasking, they should keep a to-do list to keep their day-to-day work in order. A good to-do list not only has a list of what needs to be done and when, but it also has indications of the priority of the project. A good to-do list for the effective multitasker should also indicate what projects would be beneficial to do together, which projects should be done alone, and should leave time for reviewing projects.

Cheat Sheets

There will be some repetition at nearly every job. Almost everyone has something they reference time and time again. A doctor may utilize certain codes when inputting medical records into the files while a call center representative may have specific documents they need time and time again to answer common customer questions. Many of the most productive workers will have those things easily accessible and available at a moment’s notice.

Limit Tasks to Manageable Chunks

One of the best things that a person can learn is when to say no. When a person is bogged down with too many projects, their results are bound to suffer. Limiting tasks to manageable chunks is the best way for a person to keep their quality at high levels while maintaining a good pace.

Planning Ahead

This may seem similar to keeping a to-do list, but it’s slightly different. Effective multitasking means breaking down the to-do list to a plan of action, which can be thought of as an outline. When someone is getting ready to make Thanksgiving dinner for the whole family, they’ll make a to-do list of the dishes to make. They’ll then plan ahead, figuring out what needs to be bought for each dish, how much time each dish will take, and laying out the recipe for each dish. The to-do list is what to do while the planning ahead is how to do it.

So, here’s the real deal: me and some other people too may make multitasking look easy, but it’s simply because we’ve found effective ways to multitask, rather than having some special ability that other people don’t have. Multitasking and maintaining quality isn’t about swinging wildly and hoping to hit a home run; it’s the result of a lot of practice, a great many mistakes, and the recognition of what went right when it all came together. Effective multitasking isn’t a talent some people have, and some people don’t; it’s a skill that needs to be honed and cultivated.

Nine Ways for Effective Multitasking

### A question and answer session on an old forum…

**Question: I want to ask you “What actually is selling?”**

![mutual-benefit-300x200.jpg](/uploads/mutual_benefit_300x200_c3663fd8ff.jpg)

**Answer:** A transaction process (one that creates value) between two parties/individuals that involves a product/service for mutual benefit/mutual profit.

**Question: Is it helping someone to get something they want or need?**

**Answer:** Yep. Refer to Tarang specifically customizing solutions for his buyers. We all have products and services that enrich our lives, that we need, want, and even love. The fact is, we love to buy and we love to own. And it often takes a sales person to educate us and help us connect our needs and desires with the benefits that those products and services provide our lives.

**Question: Is it something to do with adding value to another’s life?**

![adding-value-300x226.jpg](/uploads/adding_value_300x226_ced339a105.jpg)

**Answer:** Value-addition is the premise to purchase, in the first place. This not only benefits the seller and the buyer personally, it also provides the basis for a vibrant and growing free market economy.

**Question: Is it sharing the benifits of a product that we ourselves love?**

**Answer:** Selling is a concept that is particularly important to those who understand freedom. Any product, any improvement – the better light switch, the improved software package, the unheard of innovation, the new way of communicating with people and viewing oneself as a free and sovereign individual who deserves his own happiness…

**Question: Is it to influence/induce/persuade someone to buy something?**

**Answer:** People may need help in connecting how all the above-mentioned things (or ideas!) can improve their lives. And the person who can actually help them do this can be the biggest change-maker, the biggest benefactor of all.

**Question: Is it for the seller’s own thriving/survival that he sells things?**

**Answer:** Of course, it IS for his profit – that’s his highest motive. His productivity (which makes the product possible) is the pre-requisite for his survival. See answer to the last question.

**Question: Is it pushing things on other people?**

**Answer:** When one treats trade as an exchange between independent equals, it is always with mutual consent. No pushing. Nor pulling.

**Question: Now please don’t say All the above because the above questions are very much antithetical. What is the morality of selling?**

**Answer:** Personally, I think of selling as the most positive aspect of one’s business. Selling is giving – giving time, education, advice, counsel, value. And the more you give, the more you get. Value-addition, simple.

Knowing that, how could anyone not sell … and not be proud to do so?

SELLING!

The bikini concept is an interesting marketing tactic, particularly effective at selling or marketing a new concept, product or service.

### The Bikini Model for Marketing

![The-Bikini-Concept.jpg](/uploads/The_Bikini_Concept_d37debbb57.jpg)

Bikinis owe their popularity (and notoriety) to the fact that they reveal the suggestive while concealing the vital. The bikini concept is essentially based on this premise and works by revealing information that is interesting, attention grabbing and promising of more to come; but useless by itself. If there is no bikini to cover anything, then there’s no thrill of seeing anything anymore. It is like giving away so much that you are left with nothing more to see.

### The Bikini Concept: As a Strategy

This concept is actually one of the most effective business strategies that you can use in information sales. In relation to the actual bikini model, the same goes with it being a business strategy. Somehow, it works on a psychological level to leave the consumers wanting for more. The bikini concept works this way: say for example you are running a do-it-yourself (DIY) blog, for which you will give sufficient information on how to build, say, a table at home. Yet, by the end of your post, you will tell the readers that aside from all the things you have mentioned for them to keep in mind, there are plenty of other things that they can do with it.

### Using the Bikini Concept as a Way of Exchange

The bikini concept paves way to the value of information exchange. Once you’re done, your consumers will also feel the need to talk to you, because you left them hanging. There are a lot of things that they would want to know about the product that you are selling. In this way, the bikini concept will not only increase the popularity of the product that you are selling but they are interacting with you as well, telling you just what you need to improve in the field. In some way, the potential buyers will think that they have been provided with insufficient information and that they have to pursue whoever is selling a certain product to know more about it.

The bikini concept is a good way of selling a product while selling your services at the same time. Most of the time, the particular benefit of the product that a buyer will get on purchase, which is also what you’re not revealing at this point of time, is what they’d be glad to pay for eventually. Believe it or not, the more information you hold back will increase the demand for your product or your services. This works as sharing 90% of the concept of the product and 10% keeping the information unless otherwise demanded. One good thing about giving away only so much information to your potential clients and customers is that it creates the impression that that even though you have given them a lot of information, you are also constantly trying to come up with better ideas to innovate the product or service that you are selling.

~ Borrowed from Mr Aniket Warty’s post on www.elitegrup.com



The Bikini Concept

When you’re planning for the future, you have to think outside the box. After all, yours won’t be the only company to expand over the coming years; there are technology companies around the world coming up with new, exciting ways to bring the internet to life and for businesses to reach their customers.

Ecommerce may still represent a considerable area of the market, and it’s growing rapidly. According to a 2016 Census Bureau report, e-commerce’s share of retail sales has doubled in the past five years. Of course, there’s a classic chicken-egg debate to be had about whether that growth has prompted the innovation that’s arisen in the market, or whether innovation is the reason behind the growth. Either way, there have been a number of interesting new ideas in user experience, product and logistics that are well worth checking out. I’ve compiled a list of some of the developments I think all founders should be thinking about: The Future of Ecommerce!

**Virtual Reality**

The growing interest in [virtual reality](http://www.forbes.com/sites/michellegreenwald/2016/06/15/6-of-the-best-marketing-uses-of-virtual-reality/?refURL=https:%2Fwww.google.co.uk%2F#31d8a13a38f4) suggests that we can expect to see much more experiential options appearing in e-commerce in the future. So far it’s something we’ve mostly seen in the marketing arena, but there’s definite potential for it to become a part of the products and services offered online.

In 2014, Ikea used virtual reality as part of their app to help customers envision Ikea products in their own homes. This enhanced user experience adds a whole new level of meaning to the idea of selling a lifestyle. Not only does it push customers to buy products, shopping becomes an experience in and of itself, and more consumers are likely to try out the app and perhaps find something they like along the way.

**Drones**

With the introduction of next-day, then same-day, and now even within-the-hour delivery, more and more consumers expect their products to arrive as quickly as they can click the “buy” button. Meeting the demand for instant gratification is one of the biggest challenges facing e-commerce retailers, and it’s one that’s being met with a wave of inventive ideas.

One of the most high-tech techniques being trialled is the use of delivery drones. It might sound like something out of a sci-fi film, but we could be seeing them flying the streets in the not-so-distant future. Amazon has been making headlines for its testing of delivery drones which the company plans to implement as part of a new delivery service called [Amazon Prime Air](https://www.amazon.com/b?node=8037720011).

As well as improving on current services, drones offer the opportunity to markets that were previously unreachable. A technology company, Zipline, are utilising drones to bring medical supplies to areas with poor infrastructure. You can read about Zipline in my earlier article about the year’s most exciting start-ups.

**3D Printing**

The introduction of 3D printing opens up exciting possibilities. While it’s yet to reach mainstream audiences, it’s a goal that’s being worked towards companies such as crowd-funded [Robo 3D](https://robo3d.com/). If and when we do start to see 3D printers in homes, it raises the question of whether or not products will need to be delivered at all.

3D printers manufacture items layer-by-layer, according to a digital design. At present, there is a market for 3D printed products, but more as a novelty than a convenience. Customers can ask for custom pieces or choose from items labelled as having been made by a printer. In the future, future e-commerce retailers could theoretically be selling digital designs to be downloaded rather than the objects themselves, so that consumers can print their items at home.

**Social Media**

It’s a term that keeps reappearing and one that doesn’t look likely to go away any time soon. Social media is only growing its influence in the business world, with more and more platforms opening up. As well as establishing an online identity, brands are finding ways to engage potential customers and to encourage word-of-mouth on a much larger scale than ever before.

Apps like Snapchat have proved popular with marketers looking to appeal to a younger demographic. Last year, [McDonald’s started the trend with a branded geo-filter](http://shortyawards.com/8th/mcdonalds-geofilters) and since then all kinds of companies and events have partnered with the app to create their own customer overlay. Often these filters are “earned” through purchasing particular products or signing up to a company newsletter, making them a cost-efficient incentive idea.

Other creative campaigns have included using interactive apps like Pokemon GO, which allows companies to add Pokéstops as well as traditional advertising banners. This new take on product placement is a great way to get people talking and makes consumers feel more immersed in a brand.

**Blogging**

A close cousin of social media, blogging has taken off as a way to bring in new customers and keep old ones engaged. Creating fresh, interesting content helps brands position themselves as experts in their field, and so gain consumer trust. Companies are also able to strengthen their identities and relate to their customers through their blogs by creating a persona of sorts.

Blogging is also a good way to draw in organic customers by creating SEO-friendly content and appearing in search results. By answering commonly asked questions or providing sought-after information, brands are able to capture the attention of customers before they’ve even begun selling.

**Subscription Services**

In the past, when you heard the word “subscription”, you would typically think of magazines and newspapers. Today it encompasses a much wider market; everything from food to fashion can now be signed up to for months or even years – a design which allows customers convenience and businesses reliability.

Some of the earliest examples included gift box [subscriptions](https://econsultancy.com/blog/66034-the-pros-and-cons-of-subscription-ecommerce-models/), in which the recipient receives a themed package every month. It’s the gift that keeps on giving in its truest sense. This has extended into the idea of gifting oneself, as consumers sign up for deliveries of products they love such as tea or chocolate that arrive at their doorstep without the guilt of ordering each month.

This is a service that adapts easily with the times. Along with the healthy eating trend, we’ve seen the emergence of companies that delivery perfectly proportioned ingredients and recipes to your door. As craft beers gained popularity, so too did the sites that offered a monthly selection of specially chosen brews.

**Company Ethos and Corporate Responsibility**

As well as providing easier access to products, the internet also makes it easier for consumers to find out exactly where they came from. Awareness of global issues are on the rise, and customers are increasingly making it a priority to shop with businesses that do their bit to pay back to the community. As well as looking for the tell-tale stamp of approval from respected organisations such as the [Fairtrade Foundation](http://www.fairtrade.org.uk/) and the [Forest Stewardship Council](http://www.fsc-uk.org/en-uk/about-fsc/what-is-fsc), customers are looking for companies with an interesting backstory or a strong ethos.

Big name brands like Virgin are investing serious time and money into establishing a well-recognised company ethos. The company is well known for its interest in sustainability, from Virgin Green Fund to founder Richard Branson raising awareness about environmental issues.

**Wearable Technology**

E-commerce retailers are well aware that they need to be able to cater to customers on a number of different platforms, and we’ve already seen a significant rise in attention paid to mobile devices. In the future, however, the amount of different user platforms will only keep increasing, and focus will continue to shift away from desktop.

[Wearable technology](http://www.wareable.com/wareable50/best-wearable-tech) is on the rise, with new devices being invented every day. From smart watches to Google glasses, there will soon be a whole new way to shop and that opens up the opportunity for a number of creative ideas such as virtual reality and interactive marketing.

It also means that users are likely to spend more and more time shopping on the move, and e-retailers will have to accommodate that. Processes should be quick, navigation should be easy and pages may well need to be simplified so they can fit cleanly on smaller screens.

**Freelancers and Contractors**

Traditional company employee structures are quickly giving way to more flexible options. Not only are companies looking for more efficient ways to utilise their workforce, employees have come to expect greater freedom and autonomy. The rise of the freelancer economy is indicative of this shift in paradigm; as of 2015, there were around [15.5 million self-employed workers living in the United States.](http://www.bls.gov/news.release/empsit.t09.htm)

One of the more innovative ways in which companies have used this new resource is demonstrated by the likes of Uber – a hugely successful technology company that relies on contractors in order to function. Uber drivers are self-employed and use their own cars to work – the app merely provides a connection between drivers and passengers. A similar model has been utilised by Deliveroo – and its closely related competitor Postmates – in which self-employed couriers act as go-betweens for restaurants and customers.

What do you think the future of e-commerce looks like? Tell me about which developments you’re most excited about and which ones you want to hear more about in the comments below.

Related: [A Technology E-commerce Marketplace – New Frontiers](https://www.aniketwarty.com/a-technology-ecommerce-marketplace-new-frontiers/)

The Future of Ecommerce

With inbound marketing fast taking favor over traditional outbound marketing, it’s important to understand the tools available to you to make your strategy as effective as possible. Before you start strategizing, you need to have a clear picture of who you’re selling to, what will make them buy and what they want from you. To do this, you should invest time in creating a detailed and well-researched buyer persona.

**What is a Buyer Persona?**

A buyer persona allows you to put a human face to your customer base. By building up a picture of your average consumer’s likes, dislikes, interests, spending habits and needs, you can more accurately tailor your marketing strategy to them. While a traditional profile might give you a useful jumping off point, it’s important to remember that the focus is on their behavior as a customer, rather than their personal details.

A good buyer persona should go beyond a typical profile and look at buyer behaviour on a more in-depth level. As well as monitoring activity on your site, you should speak to real customers and take on board their feedback. Including genuine quotes about your customers’ interests, concerns and opinions will give your whole team a better idea of who they’re selling to and what their key priorities should be.

You should consider the most important factors you need to figure into your persona to suit your company and your marketing strategy. To figure out what will bring customers to your site, you need to understand what they’re looking for and how they feel your product can best suit their needs. In order to tailor your navigation to suit them, you’ll need to understand their journey and what leads them to click versus ignore. If you’re experiencing a high rate of returns or abandoned shopping carts, you’ll need to find out what concerns your customers have and what boxes they want to see ticked. 

**Where to Start**

One of the best ways to gain insight into your customers’ thought processes is to set up a focus group. This is particularly effective for smaller businesses, as you can get a more comprehensive representation of your customer base. Invite loyal customers to join you for a question and answer session, or simply send out online surveys. The latter, while allowing less flexibility, allows your customers to participate as is convenient to them, and so may see a better response rate.

You may want to consider hiring an external agency to complete your focus group. While you may feel best placed to find out the information you need, customers may be reluctant to give negative feedback to members or indeed the CEO of a company – and it’s the negative feedback that will give you the most scope to grow. It also helps take some of the potential bias out of the equation, as an agency is less likely to ask leading questions or to interpret answers in a manner that best suits your existing products or ideas.

It’s also important to use the resources you have readily to hand. Make sure that you properly capture and analyse user data in order to understand typical buyer behavior. Look for common trends as a way of ascertaining what works and what doesn’t – but be sure to back-up any speculation with more thorough research. It can be easy to draw favorable rather than logical conclusions when data is left up to interpretation, so the more questions you can ask directly of your customer the better.

If you run a website with a membership database, this is an excellent opportunity to find out more about what your customer is looking for. For example, if you’re operating a B2B business, you might find it helpful to include questions about company size and industry in the sign up form. You can also ask customers how they found you, as a way of comparing the success of your different marketing strategies. For further feedback down the line, consider adding an optional feedback form to your website, or sending short surveys to your email database. Ensure these are not so frequent as to become annoying, and always include a clear and easy opt-out option.

**What to Do With Your Results**

Once you’ve gathered your data, it’s time to apply it to your marketing strategy. Inbound marketing is all about bringing customers to you, whether that’s via your social media channels, your blog or your SEO practices. Once you have a better idea of who you’re trying to attract, you can put in place a more effective inbound marketing strategy.

One of the most important things to consider is keyword planning. Unless you’re operating a large, well-known business or a common brandnomer, the chances are that your audience won’t be searching for your specific business or product name. Your buyer persona should include into search terms and keywords that your consumers are typing into Google, so that you can incorporate them into your copy and boost your search engine rankings. It also helps to understand things like common locations, as regional differences will likely affect search terms, and age groups, which may influence slang or informal terms.

As well as telling you what your customer is looking for, a detailed buyer persona should tell you where they’re likely to be and who they’re likely to trust. If, for example, you’re partnering with bloggers, you should find out what kind of blogs your consumer base reads and whether they’re likely to take advice or recommendations from their favorite pages. By finding out who the key voices of authority are in your industry, you can find more successful affiliate sites and partners to work with. You should also apply this strategy to social media. While many platforms enjoy a wide audience base nowadays, the location, age, gender and interests of your customer may influence the network which they lean on more heavily. While a younger audience might be best targeted on Instagram or Snapchat, you might find that older customers are more likely to find you through Facebook. If you’re targeting a business audience, consider writing regular posts on LinkedIn. If you’re in a fast-paced flash-sales environment, you might find that Twitter is best able to keep up with your business. Again, it’s important to look to buyer behavior rather than statistics for a more accurate result, but both should be taken into consideration in order to create a complete picture.

**Stay Up-to-Date**

Creating an initial buyer persona is a great way to get your business off the ground, but it’s important to remember that as your business grows and changes so too might your customer base. It’s important to regularly review your buyer persona, particularly when you’re making big changes in your company’s offerings or direction.

It’s worth reviewing your buyer persona shortly after making significant changes, but it can also be beneficial to use it before and during the process. By looking at your current customer base, you’ll be able to decide whether your new ideas are likely to be popular or whether you risk losing some of your current consumers. It can also provide inspiration when brainstorming, as you may identify gaps in the market or potential improvements through the concerns and unmet needs your customers tell you they have.

Not only will applying your buyer persona to your decision making help your product and sales teams make better informed decisions, they’ll also make the jobs of your marketing team much more straightforward. After all, a good marketer might be able to pitch any product, but they’ll also tell you that the stronger the product, the easier their job. By referencing a comprehensive buyer persona, you can tailor your new products to their intended audience, and you can also clearly highlight how and why these developments will benefit them.

Too often entrepreneurs are so eager to get to work on selling that they forget to take time to create valuable tools such as buyer personas. While it might seem slow-paced and theoretical in the beginning, these resources are a great way to set a solid foundation for your business and to give your whole team a clearer idea of what they’re working for.

Has having a buyer persona benefitted your business? Or have you had difficult experiences in a company that didn’t have a clear persona in place? Share your experiences, and your top tips for creating a useful buyer persona, in the comments below.

The Role of Buyer Personas in Inbound Marketing Methodology

Developing a unique brand is not just about designing a distinctive logo or crafting a catchy tagline. It’s about creating a unique feeling that will live in your customers’ minds. It’s about building an association between your brand and something positive so that whenever your target audience sees let’s say: your logo, they know what to expect from your products and services.

This element of branding is called brand positioning. Keep reading to learn about its importance to the success of your business, along with four strategies to help you implement it.

### What Is Brand Positioning And How Does It Work?
Brand positioning is typically defined as the unique space that a brand occupies in the minds of its target audience when compared to its competitors.

The best way to learn how this strategy works is by using an example. Let’s take Smartwater. Smartwater is a sub-brand of bottled water owned by the Coca-Cola Company, designed to appeal to young adults.

Its brand positioning is [as follows](https://www.cokesolutions.com/products/brands/smartwater/smartwater.html): “This unique combination of vapor distillation and electrolytes result in a premium bottled water that delivers a taste that is distinctly fresh, crisp, and pure.”

The terms “vapor distillation” and “electrolytes” were chosen to play into the idea that this is water for smart, healthy people. They draw attention to the specific process used to obtain the water and how the “fresh, crisp and pure” flavor was achieved. They also support the claim that Smartwater is “premium bottled water,” implying that it’s somehow better or more high quality than other bottled water brands.

Compare this to the [brand positioning for Dasani](https://www.cokesolutions.com/products/brands/dasani/dasani), another sub-brand owned by the Coca Cola Company: “DASANI®  is better by design: Better Designed Water – state of the art purification process and ideal mineral blend for a pure, fresh taste. Better Designed Package – PlantBottle packaging and continual lightweighting initiatives. Better Designed Future – Give it Back™ recycling education and environmentally responsible marketing programs.”

The Coca Cola Company is trying to market Dasani to young adults who are concerned about important issues like recycling. The design of the bottle and the taste of the water lean less toward appearing “smart,” and more toward appearing eco-friendly.

Each of these brands uses its design and messaging to position itself in an extremely specific, unique way. That’s why when you see or hear the word “smartwater,” you think of water that is vapor distilled, has electrolytes, and tastes crisp. When you see or hear the word “Dasani,” you think of water that has minerals, is packaged in PlantBottle packaging, and contributes to recycling and environmental programs.

That’s the power that brand positioning has on consumers. It can literally help them decide which water they want to buy at the store.

### How Important Is Brand Positioning?
There’s no understating the importance of brand positioning.

If it’s strong and unique, then your brand will stand out from its competitors and appeal to your target demographic of consumers. But if it’s weak and ambiguous, then your brand will fade into obscurity, eclipsed by the superior brand positioning strategies of other companies in your niche.

To illustrate this point, let’s compare two movie rental giants: Netflix and Blockbuster.

Before Netflix came along, Blockbuster dominated the video rental market. Then Netflix showed up with unique brand positioning: they would mail DVDs to their subscribers upon request, and their subscribers would mail them back when they were finished with them.

Blockbuster refused to adapt to the times. Instead, they maintained their old standard brand positioning, which was that driving to their store was the easiest and most convenient way to rent high-quality movies.

Eventually, Blockbuster was beaten out by Netflix and had to close all its stores except one. That one store, located in Bend, Oregon, is now more of a tourist stop or a museum than a place to get movies from!

As the market and audiences’ tastes and desires change, so must your brand positioning. Otherwise, you’ll be nudged into irrelevance by brands that are up and coming.

### What Are The Elements Of Brand Positioning?
For successful brand positioning, there are three elements you should pay attention to the desires of your target customers, the capabilities of your brand, and the brand positioning of your competitors.

### Customer Desires

You need to have a deep understanding of what your ideal customers want. Ask questions like: what are they looking for in a brand like yours? What are their pain points? What aesthetic or messaging appeals to them the most?

To find the answers, you can always send out consumer surveys or take a poll. You can also pay attention to current trends in your corner of the market, as that’s usually a good indicator of what consumers are buying.

### Brand Capabilities

Now that you have an idea of what your customers desire, you must determine what your company and brand are capable of. How can you use your capabilities to support your brand positioning?

For example, if you are a cosmetic brand and you’re positioning yourself as a vegan alternative to MAC, you must be able to deliver on the claim that you’re vegan. You must get your products tested and certified “vegan” with a label on the product. Otherwise, your brand positioning will lose all credibility.

### Competitors’ Brand Positioning

Finally, you must consider the brand positioning of your competitors. What makes them successful? How can you make yours stand out while appealing just as much or more to your target consumer demographic? Find a way to position your brand as unique from everyone else’s.

These three elements are like the three legs on a stool. Without any one of them, your entire brand positioning will become weak and unstable. But if they are all present, it will be strong and competitive.

### What Are The Benefits Of Brand Positioning?
Here are 4 benefits of positioning your brand.

### 1.   Makes Your Brand Stand Out From Your Competitors
The main purpose of brand positioning is also one of its primary benefits: it helps you stand out from other companies in your niche. By standing out, you’ll find it easier to grab customers’ attention and get them to buy your product or service over someone else’s.

### 2.   Enables More Successful Marketing Campaigns
Brand positioning lends focus and direction to your branding in terms of imagery and messaging. Once you’ve determined exactly how you want to position your brand in the public eye, marketing can use that same imagery and messaging to appeal to your target audience more successfully.

### 3.   Helps Distinguish Sub-Brands From One Another
If you own a large or growing corporation and decide to develop sub-brands, you can position each one in different, unique ways to help your customers distinguish them from one another. Brand positioning will also help customers from becoming confused and mistaking one of your sub-brands for another.

### 4.   Helps You Control Customer Perception
Perhaps the most important benefit of positioning your brand is that it helps you control customer perception. If you want your target consumer demographic to view your furniture company as a cheaper alternative to West Elm, then you can use brand positioning to help them arrive at this specific conclusion.

### The Four Brand Positioning Strategies
Every company has a different goal when it comes to how they want to be perceived by their customers.

That’s why there are four different brand positioning strategies. Each one works to position your brand in a unique way.

### 1.   Competitive Positioning
Competitive positioning involves comparing your product or service with that of your competitors. The goal of this strategy is to show customers how your brand is different from and better than the other ones in your niche. In doing so, you increase your own value and make customers more likely to buy from you instead of your competition.

For example, if you’ve ever seen any commercials by the frozen pizza brand Digiorno’s, then you know that they always position themselves as a cheaper, more convenient, tastier alternative to ordering takeout pizza. They’re trying to convince you to buy their product instead of buying food from their competitors, like Pizza Hut and Dominoes.

### 2.   Product Positioning
Product positioning is (unsurprisingly, given the name) all about putting the product that your brand sells in front of your target audience. Rather than comparing your brand to your competitors, you’re showing consumers how unique the product you sell is by harping on its benefits and features.

Using this strategy, you can position your brand as a company that is known for producing and selling a particular product. Take Apple, for example. They’ve positioned themselves as the company that sells iPhones. They don’t have to compare their phones with other brands; they simply highlight all the features and aesthetics that their products have become known for over the years. The sales continue to roll in. And how!

### 3.   Situational Positioning
When you leverage situational positioning, you’re presenting your brand’s product or service as the solution to your customer’s problems. Intuit uses this strategy to market QuickBooks, which is a software tool that helps small to medium-sized businesses with their accounting.

### 4.   Perceptual Positioning
Brands that use perceptual positioning are trying to change their customers’ perceptions in some way. For example, Toyota runs commercials showing how many JD Power Awards they’ve won to help consumers perceive the vehicles they sell as safe and high quality. They’re not talking about the product they sell so much as the fact that they’ve won awards.

### Conclusion
Brand positioning is of the utmost strategic importance. When all three of its elements are strong, it helps you guide customer perception of your company, increase sales, and make you stand out from your competitors. Without it, you will fade into obscurity.

The Strategic Importance Of Brand Positioning

A value proposition is a statement that clearly communicates a product’s or service’s benefits and unique selling points to potential customers. It is a critical element of any business or marketing strategy and can help to differentiate a company from its competitors. It should be compelling, informative, and engaging enough to attract potential customers and convince them to purchase the product or service. A strong value proposition should focus on the customer’s needs and wants and explain how the product or service can provide a solution.

Today, we will explore a value proposition, why it is important, and how to write one. We will also explore how to communicate the value of your product or service to your target audience. We will also discuss testing and refining your value proposition to ensure it is as effective as possible.

### Elements of a Value Proposition
A value proposition is made up of several key elements that work together to communicate the unique value of a product or service. These elements include the customer, the problem they are facing, the proposed solution, the benefits of the solution, a call to action, and proof that the solution works. When these elements are presented together, they form a compelling story that emphasizes how a product or service can solve a customer’s problem.

Here is a solid breakdown list of the elements behind a value proposition:

[Unique selling point (USP):](https://www.techtarget.com/whatis/definition/unique-selling-point-USP) This is a unique benefit or advantage your product or service offers compared to competitors. It is the reason why a customer should choose your product over others.

Benefits: These are the tangible and intangible advantages a customer will experience using your product or service. It should be clearly communicated how your product or service will solve a problem or improve the customer’s life.

Features: These are the characteristics of your product or service that set it apart from others. It should be described in a way that highlights the benefits it offers to the customer.

By including all these elements, a value proposition should convey a clear and compelling message that explains why a customer should choose your product or service over others.

### Identifying Your Target Audience
In order to create a compelling value proposition, it is essential to have a clear understanding of your target customer. This includes demographic information such as age, gender, income, and location, as well as psychographic information such as values, interests, and lifestyle. By clearly defining your target customer, you can tailor your value proposition to their specific needs and pain points.

Once you have a clear understanding of your target customer, it is important to gain an understanding of their needs and pain points. This includes identifying the problems or challenges they are facing and understanding what they are looking for in a product or service. By addressing these needs and pain points in your value proposition, you can show how your product or service can provide a solution and improve their lives.

By clearly identifying and understanding your target audience, you can create a value proposition that resonates with them and effectively communicates the value of your product or service.

### Crafting Your Value Proposition
Let’s take a look at a few examples of effective value propositions:

“Fresh, fast, and affordable food for busy urbanites.”
“Revolutionary software that automates your accounting tasks.”
“Luxury skincare that uses natural ingredients to achieve radiant skin.”
By emphasizing the unique aspects of the product or service, such as its cost-effectiveness, convenience, or reliability, potential customers can more easily understand its value. Additionally, by addressing a specific target audience, companies can more efficiently target the people most likely to be interested in the product or service.

This helps to ensure that the message resonates with the target audience and that the company is not wasting resources on people who are unlikely to be interested. Companies can maximize their return on investment by creating a value proposition tailored to a specific audience.

### Try these tips when writing your value proposition:

Keep it simple and straightforward. Avoid jargon or technical language that might confuse your target audience.
Use specific and measurable language. Instead of using vague terms such as “good” or “better” use specific numbers or statistics to demonstrate the value of your product or service.
Address the customer’s pain points and needs. Show how your product or service can solve problems or improve their lives.
Be unique. Highlight what makes your product or service stand out from competitors.
Test and refine. Once you have a draft of your value proposition, test it with potential customers and adjust as needed.
Getting the consumer’s voice heard
When making your value proposition, you want to have your consumers voice heard By understanding their needs, wants, and desires; you can craft a value proposition that is tailored to their individual needs and resonates with them. This will help build trust and loyalty with your consumers, encouraging them to purchase your product and recommend it to others.

### So, what can you try?

Interviewing your target audience: This will help you gain insight into their needs, wants, and motivations. It will also help you identify pain points and understand how to best target your message to them.

Gather reviews: Gathering reviews from your target audience will give you an unbiased view of how your product or service is received and how it is being used. It will also help you identify areas of improvement and how to better meet your target audience’s needs.

Take social media polling: Social media polling are a great way to get real-time feedback from your target audience and gauge their feelings about your product or service. It can also help you identify features they would like to see in future versions and how they would like to use the product or service.

### Showing Your Target Audience, the Benefit
It is important to remember that a value proposition is not about creating hype or exaggerating the capabilities of your product or service. Instead, it should focus on clearly communicating the real benefits that customers will experience by using your product or service. By highlighting the tangible and intangible advantages that a customer will experience, such as time-saving, cost-saving, problem-solving, or life-improving, you can effectively demonstrate the value of your product or service to your target audience.

It is also important, to be honest, and transparent about the limitations of your product or service. By being upfront about potential drawbacks, you will build trust and credibility with your target audience, and they will be more likely to consider your product or service a viable solution to their needs.

Overall, a value proposition should be an honest and clear message that showcases the real benefits of your product or service and how it can improve the customer’s life. By focusing on the benefits, not the hype, you will be able to create a value proposition that effectively communicates the unique value of your product or service to your target audience.

### How to test your value proposition
Step #1: Conduct surveys and interviews with your target customers to gather their feedback on your value proposition. This will help you understand the customer’s needs and expectations and how well your value proposition meets those needs.

Step #2: Use A/B testing to compare different versions of your value proposition and see which one performs best. A/B testing allows you to compare two versions of your value proposition and measure the results. This allows you to ensure that the value proposition delivers the expected results and is optimized for the target audience. Market research can also be used to get feedback from potential customers and see if they perceive the value proposition as valuable.

Step #3: Use analytics to track the performance of your value proposition on your website and in your marketing materials. By doing market research and collecting data from analytics, you can measure how well the value proposition resonates with customers and if it is delivering on its objectives. This will help you determine if it needs to be modified or improved to serve your customers better.

### The Bottom Line
The purpose of a value proposition is to communicate to your target audience the value of your product or service. As well as testing and refining your value proposition, we discussed how to ensure it is as effective as possible.

Value propositions explain clearly to potential customers the benefits and unique selling points of a product or service. An effective business strategy makes it possible for a company to distinguish itself from its competitors.

A value proposition should convey a clear and compelling message about why your product or service is superior to others. This is done by including all the key elements, such as Unique selling point, Benefits, and Features, and addressing the customer’s needs and pain points.

In order to ensure the success of your value proposition, you should regularly review and refine it based on customer feedback and industry changes. Continually testing and refining your value proposition will ensure that it continues to effectively communicate the value of your product

Unlocking the Power of Value Propositions: A Guide to Crafting Your Unique Selling Points

Throughout my tryst with e-commerce, I’ve been frequently asked regarding what would be the best retail pricing strategy or strategies to adopt. Now, I know that the Flipkarts and the Snapdeals are worth billions of dollars, but do they pull any profits in yet? Not at the last count, despite being there for several years now. I feel one of the flaws they have is an improper comprehensive retail pricing strategy.

There are a lot of factors that can influence the profitability and a retailer’s bottom line. Setting right pricing is a crucial step towards achieving that wanted profit. One of the main objectives of retailers is to make a profit, but figuring out what and how to price products is actually not as easy as it seems.

Before you can determine which retail pricing strategy to use in setting the right price for your retail products, you must first know the costs associated with the products. Two key elements in factoring product cost is the cost of goods and the amount of operating expense.

The cost of goods includes the amount paid for the product, plus any shipping or handling expenses. The cost of operating the business, or operating expense, includes overhead, payroll, marketing and office supplies.

Regardless of the pricing strategy used, the retail price of the products should more than cover the cost of obtaining the goods plus the expenses related to operating the business. A retailer simply cannot succeed in business if they continue to sell their products below cost. At Ebay, we used to have sellers’ meetings to stress vehemently what we called “the ideal sourcing of products”.

Now that you understand what your products actually cost, you should look at how your competition is pricing their products. Retailers will also need to examine their channels of distribution and research what the market is willing to pay.

Many pricing strategies exist and each is used based on particular sets of circumstances. Here are a few of the more popular pricing strategies to consider:

Mark-up Pricing

Markup on cost can be calculated by adding a pre-set (often industry standard) profit margin, or percentage, to the cost of the merchandise. Markup on retail is determined by dividing the dollar markup by retail. Be sure to keep the initial mark-up high enough to cover price reductions, discounts, shrinkage and other anticipated expenses, and still achieve a satisfactory profit. Retailers with a varied product selection can use different mark-ups on each product line.

Vendor Pricing

Manufacturer suggested retail price (MSRP) is a common strategy used by the smaller live and online retail shops to avoid price wars and still maintain a decent profit. Some suppliers have minimum advertised prices but also suggest the retail pricing. By pricing products with the suggested retail prices supplied by the vendor, the retailer is out of the decision-making process. Another issue with using pre-set prices is that it doesn’t allow a retailer to have an advantage over the competition.

Competitive Pricing

Consumers have many choices and are generally willing to shop around to receive the best price. Retailers considering a competitive pricing strategy will need to provide outstanding customer service to stand above the competition.

Pricing below competition simply means pricing products lower than the competitor’s price. This strategy works well if the retailer negotiates the best prices, reduces costs and develops a marketing strategy to focus on price specials.

Prestige pricing, or pricing above competition, may be considered when location, exclusivity or unique customer service can justify higher prices. Retailers that stock high-quality merchandise that isn’t available at any other location may be quite successful in pricing their products above competitors.

Psychological Pricing

Psychological pricing is used when prices are set to a certain level where the consumer perceives the price to be fair. The most common method is odd-pricing using figures that end in 5, 7 or 9. It is believed that consumers tend to round down a price of $9.95 to $9, rather than $10. At Ebay, we initially encouraged for example, auctions beginning at $0.01; bulk items put up for sale for $9.99, instead of $10.

Other Pricing Strategies

Keystone pricing is not used as often as it once was. Doubling the cost paid for merchandise was once the rule of pricing products, but very few products these days allow a retailer to keystone the product price.

Multiple pricing is a method which involves selling more than one product for one price, such as three items for $1.00. Not only is this strategy great for markdowns or sales events, but retailers have noticed consumers tend to purchase in larger amounts where the multiple pricing strategy is used.

Discount pricing and price reductions are a natural part of retailing. Discounting can include coupons, rebates, seasonal prices and other promotional markdowns.

Merchandise priced below cost is referred to as loss leaders – a good example is the Xiaomi mobile phone mega sale on Flipkart last year. Although retailers make no profit on these discounted items, the hope is consumers will purchase other products at higher margins during their visit to the store or marketplace.

As you develop the best pricing model for your offline or online retail business, understand that the ideal pricing strategy will depend on more than costs. It also depends on good pricing practices.

It is difficult to say which component of pricing is more important than another. Just keep in mind, the right product price is the price the consumer is willing to pay, while providing a profit to the retailer.

What is The Best Retail Pricing Strategy?

If you plan to grow your business through mergers and acquisitions (M&A), you may be playing a dangerous game.

According to data from the Harvard Business Review, [between 70% and 90% of M&As fail](https://www.forbes.com/sites/forbescoachescouncil/2019/06/24/most-mergers-fail-because-people-arent-boxes/?sh=242aa20e5277). If yours falls into that wide margin, you could stand to lose millions of dollars – not just in the money you spend on the M&A, but in the loss of potential future profit.

So, what can you do? Should you eschew the idea of a merger or an acquisition entirely, and find a different way to scale your business?

Not necessarily. One element that many businesses overlook when negotiating and planning for an M&A is the impact of brand architecture. Strong brand architecture can increase your chances of successfully closing a merger or an acquisition and turning a profit. But with a weak one, you heighten the risk of the deal falling through or losing your shareholders’ investments in a financially unwise purchase.

In this article, I’ll explain exactly why mergers and acquisitions fail, how brand architecture can help improve M&A success, and how unique brand architectures handle M&A. In the end, I’ll share my tips for how to use this element of branding to make acquiring or merging with another brand go more smoothly.
### Why Do So Many Mergers And Acquisitions Fail?
There are many potential reasons why an M&A might fail. I’ve narrowed the list down to 5 important ones which I think you should be aware of.

### 1.   Destruction Of Brand Values
Brand values are the values that a company follows in how it treats its customers, sells its products, and just generally conducts its business. Their consumer base is used to these values; they are a big part of why those customers buy from them.

When a brand’s values are destroyed – as they often are when one brand is acquired by another, or when two separate brands are merged into a single, new entity – it can lose its profitability.

Many times a small company or brand has been taken over by a larger one, only to become cold, corporatized, and devoid of the brand values that made it special to customers. Losing brand values can spell doom to a fresh M&A.

### 2.   Misunderstanding Or Lack Of Synergies
A synergy is created when the combined value of two or more brands, as in a merger or acquisition, is higher than the value of each of the individual entities. There are three types of synergies: cost, revenue, and financial.

Unfortunately, not all companies can achieve a profitable synergy. This may be because they overpaid for the deal and only realized, too late, that the high value of the synergy would not cover their losses. Another potential scenario is that they underestimated how many employees it would take to run the merged companies, resulting in higher back-end costs – and thus a lower cost synergy – than they anticipated.

What’s the end result of a lack of synergies? Most often, shareholders in the company get nervous about their investment in the M&A and back out before the deal is even closed. In fact, the misunderstanding of synergies is also one of the top reasons that high-dollar M&A deals fall through, according to McKinsey. In both cases, it typically results from a failure on one side or the other to manage expectations.

### 3.   Inadequate Transitioning Of Employees
Employees make up one of the largest stakeholder groups in any company, and yet they are the most overlooked – especially during a merger or an acquisition. The truth is that many businesses that embark on an M&A fail to properly transition their employees or the employees of the other brand.

This error in judgment can impact all levels of the company, from the CFO all the way down to the receptionist or cashier that mans the front desk. It can cause clashes between newly joined leadership teams, as well as confusion on the part of the staff members regarding the many changes in rules, company culture, and the roles they are now supposed to fill. Some employees may even dislike the new changes and feel that they were left out of the conversation.

Confusion and disgruntlement among employees always result in a bad look for a merged or acquired brand. It also makes it difficult for the company to perform as a cohesive unit, which will negatively affect the functioning power of all departments, from marketing to sales. In this way, a failure to properly transition employees contributes directly to a failed M&A.

### 4.   Lack Of A Strong Brand Architecture
A strong brand architecture is absolutely critical for an M&A to be successful. It guides every aspect of future branding: marketing, sales, R&D, customer support, customer service – everything.

As such, if you lack one, or if your current brand architecture is ill-defined and weak, you’re like someone who’s gotten up in the middle of the night in a strange room and doesn’t know where anything is. How will you turn the lights on? You’ll have to fumble around, tripping over furniture and on the edges of the rug, reaching out everywhere for a lamp or a light switch. In the process, you might wreck the whole room – and still not find a light source.

Businesses that don’t have a solid brand architecture are already weak, to begin with. When you ram this weakness into a merger or an acquisition, that M&A is sure to crumble.
### The good news is the opposite is also true. I’ll explain how.

How Does Brand Architecture Help Improve M&A Success Rate?
Brand architecture helps businesses achieve successful mergers and acquisitions in the following ways.

### 1.   It Directs Brand Value To Generate Maximum Profit
With a well-established brand architecture, you already know the gaps in your company where a merger or an acquisition would most benefit it. You also know how to fit the new brand into your company, so that its unique brand values reach the most customers to generate the maximum amount of profit. This knowledge is not possible without a pre-existing, well-planned structure.
### 2.   It Keeps All Shareholders On The Same Page
Misunderstandings and misaligned expectations for a merger and acquisition often arise when the shareholders of both sides of the M&A are not on the same page.

This is another problem that a strong brand architecture can solve. It’s essentially a plan that shows how you value this M&A now, and what value you expect to create with it in the future. It may even allow you to take certain risks, like merging with a brand that you can’t achieve a synergy with right away or overpaying at purchase to reap greater profits down the line.

In the end, the greatest advantage of brand architecture in this context is that it instills confidence in your shareholders that you will create value with this M&A. Therefore, it’s worth their continued investment.
### 3.   It Establishes A Plan For Transitioning Employees
Just like the brand architecture will guide you on where to direct the brand value of the merged or acquired brand in your company to maximize profits, it will also help you establish a plan for transitioning employees from the old way to the new way. You’ll know where the gaps in leadership will be, what elements of branding you need to change or keep the same, and how to create a successful structure that is beneficial to everyone, from the top down.

### How Different Brand Architectures Handle M&A
I’ve talked about the different types of brand architectures before, but not within the context of mergers and acquisitions. Each one handles M&A in a unique way, so it’s important to discuss them individually.

### Branded House
In a branded house-style architecture, you have a master brand at the top with sub-brands beneath it that share its name. The master brand and the sub-brands all use the same identity to increase cohesion, enhance recognizability, and leverage the master brand’s reputation.

When a branded house acquires a new sub-brand or merges it with one they already own, they tend to subsume it completely under the umbrella of the master brand. This strategy has the potential to destroy the brand value unless the acquiring company proceeds carefully. They must make sure to retain some of the brand’s original values and/or elements of its identity so they can successfully carry over its pre-existing customer base.

One way to accomplish that carryover is by keeping the product or service that the new sub-brand is known for providing the same, as well as continuing to employ the original staff members. These strategies will show customers that even though the brand has been acquired, it still provides the same value as before.

### Endorsed Brands
Endorsed brands consist of a parent company that attaches their name to their sub-brands to give them legitimacy. At the same time, the sub-brands carry their own names and operate completely independently of one another.

Companies that use this type of brand architecture may find it easier to acquire a new brand than a branded house would. The biggest challenge they may face is ensuring that the sub-brand fits well into the parent company’s niche. For example, Marriott has endorsed several different sub-brands of hotels, but if they decided to endorse a cellphone brand, then that would be an unprofitable move unfitting for their particular niche, which is hospitality.
### House Of Brands
In a house of brands architecture, you’ll find a parent company at the top and many sub-brands beneath it. But in this case, the sub-brands are not only separate and independent of each other, but also of the parent company. They sell different products and services, serve different customers, and have unique brand identities.

A company that operates a house of brands will have the easiest time acquiring a new brand. The sub-brand will benefit from the parent company’s distribution power, shareholders, resources, and R&D.

### Hybrid
A hybrid brand architecture will combine one or more of the above structures into a configuration that the company feels serves it best. For example, they may use a combination of a branded house with endorsements, as Amazon does.

Companies with hybrid brand architectures may have the most flexibility when it comes to M&A. This is because they can pick and choose where and when each deal would be most appropriate and beneficial for them and their shareholders.

### Tips For How To Use Brand Architecture To Make Your M&A Deal Go More Smoothly
Now that you have a good idea of how different brand architectures operate their mergers and acquisitions, here are some of my tips for ensuring that your M&A deal goes more smoothly.

### 1.   Identify Where The Acquisition Or Merger Will Fit
When considering an M&A deal, one of your first questions should be, “Where will this acquired or merged brand fit in my brand architecture?” Your goal with the answer should be to identify how well it will fit, as well as whether or not it has the potential to add value to and/or increase profitability for the company as a whole. If it does, you can now proceed with the beginnings of a solid plan for integration under your belt. If not, then that may be a sign that this M&A is not a great move.

### 2.   Thoroughly Research The Profitability Of Potential Synergies
When it comes to potential synergies between merging brands, don’t leave anything to chance. Research them thoroughly, not just to verify the hard numbers but also to determine if they will lead to a profit in the long run.

Furthermore, find out how the presence or lack of synergies will affect your brand architecture. If they fail, or if they are outweighed by the price of the merger, how will that impact the brand you currently own that is on the table for merging? Will you lose everything due to mismatched expectations or a misunderstanding of synergy value?

The only way to answer all those questions is to research. It may seem tedious and time-consuming, but keeping the integrity of your brand architecture at the forefront of your mind could save you from making an expensive mistake with an M&A deal.

### 3.   Involve Your Stakeholders As Well As Your Shareholders
Your shareholders need to be kept on the same page throughout the merger or acquisition process, but so do your stakeholders. These include your employees and customers, including those from the brand that’s being merged or acquired.

Some tactics you can use to achieve this are 1) to keep your staff members up to date about the progress of the M&A, 2) ask them for their input and feedback, and 3) identify the unique value that each of them is bringing to the table (in the case of customers, identify the value they are looking to keep after the merger or acquisition is completed).

Helping your shareholders and stakeholders – those from your company as well as those from the new brand – feel valued and informed will help you transition them into your brand architecture with as little confusion and bitterness as possible.

### Conclusion
Brand architecture will always be one of your top strategies for maximizing success with mergers and acquisitions. Referring back to it will provide you with guidance every step of the way, as well as help you make the most profitable decisions, before, during, and after the closing of the M&A deal.

Why Brand Architecture In Mergers And Acquisitions Is So Important

For the better part of a decade, a debate has raged on over whether organic SEO (search engine optimization) or PPC (pay per click) is smarter and more fruitful when it comes to online marketing. The reason the debate isn’t more clear-cut is actually quite obvious: PPC (which involves paying a search engine money to bid on targeted keywords) has a lot to lose if big companies with big marketing budgets decide that organic SEO is a better way to market their businesses online.

It’s not that organic SEO doesn’t cost money or require a budget. In fact, nothing could be farther from the truth. Without an SEO expert by your side, optimizing your website and content can seem akin to learning a new language or traveling to the center of the Earth.

But with the right help, and above all, a lot of patience, organic SEO will help you improve almost every aspect of your website, from title tags to conversion rates, social media updates, articles and more.

To really understand the logistics surrounding the discussion over whether organic SEO or PPC is superior in online marketing, we must first learn how to use each tactic.

SEO vs. PPC – What’s the Difference?

To make an educated choice between SEO and PPC, you’ll want to understand how each one relates to your business specifically. Every business is different, and making a decision between SEO and PPC will often come down to industry, company size, budget constraints and the amount of online presence a business has.

Organic SEO involves optimizing a website and its content with keywords, terms and information to improve online visibility through increasing relevancy to specific search terms, which helps the website rank higher on SERPs (search engine results pages). It’s called “organic” because it is less process-oriented than PPC, meaning no money exchanges hands for the purpose of increasing search rank. You are simply putting the right information in the right places to make your website more visible to those it should be relevant to in the first place.

PPC (also sometimes called SEM or search engine marketing) requires you to bid on specific keywords in order to run an advertisement at the top of the results page that is paid for based on the number of clicks it receives.

At first glance, it may seem that both SEO and PPC are necessary parts of running an online business, or any business with a hefty online presence. That notion isn’t wrong per se, but the benefits of each tactic are as different as apples and oranges.

For example, most experts agree that SEO takes time to work well. You can’t optimize your website one day and expect your traffic to double the next. But PPC can increase web traffic the moment you start a campaign, if it’s executed properly.

Here’s the catch: search engines have reported that the overwhelming majority of clicks resulting from a search (over 80%) are on the organic links rather than sponsored PPC links, so SEO is likely to bring in more traffic than PPC in the long run.

Which Traffic Source is Really Better?

Often online marketers will tell you that it’s about striking the right balance when it comes to choosing between SEO and PPC. The right amount of both will undoubtedly help you increase traffic to your website and boost conversion rates. But there are other things to consider when it comes to running a business, and online business owners know that all too well.

Traffic that comes in from SEO is free, while traffic that is directed to your site via PPC costs money. Every click you get from a PPC ad means another person has seen your website, which is great, but that also means you have to pay up. For every click.

Targeted or PPC ads can be easily recognized because they are shown at the top of the search results page (with a little yellow box next to the URL that says “Ad”), while organic search results are shown in a list below them.

Truth is most people who have used Google more than a few times are trained to look below the fold when it comes to search results. After years of being the target of targeted advertising, people don’t want to be advertised to anymore. They want to find their own goods and services based on research, web presence and customer reviews. This is what SEO is all about: optimizing your website with key information people are searching for so they can easily find you.

However, people that click on targeted ads tend to be more highly qualified leads, meaning the people that click on your ad are more likely to want the goods and services you sell than just any person searching the web. This can increase conversion rates, but it is not a long term solution.

Therefore, online businesses and ecommerce shops looking for fast product sales or short term testing data should try out PPC, provided they have the budget to pay for it and the know-how to execute well.

Businesses interested in attracting a large amount of traffic over time, improving their website’s overall appeal and establishing trust and loyalty with visitors should definitely dive into SEO.

At the end of the day, SEO promotes more valuable long-term relationships and engagement with visitors, period. And that’s what keeps people coming back to your website.

It’s what great online marketing is all about.

Why Organic SEO is the Key to Online Marketing

Deep dives into consumer insights, latest marketing trends, brand behaviours and more.

Marketing

Enterprise Resource Planning systems can be an invaluable resource for your business, but only if they’re chosen and used to maximum effect. I’ve put together a quick guide to optimize your Enterprise Resource Planning (ERP) system to make sure it works for you and your organization.

![System-Architecture-Enterprise-Resource-Planning.png](/uploads/System_Architecture_Enterprise_Resource_Planning_aa7ceb3afd.png)

### Quantitative Analysis

When choosing and evaluating your [ERP system](https://www.investopedia.com/terms/e/erp.asp), it’s important to think about the money you’re willing to invest and the budget that you’re able to set aside in order to maintain your enterprise resource planning system. Performing a quantitative analysis of your chosen system will allow you to get a clear picture of what it’ll cost you in real terms both upfront and over time. While there are multiple numerical factors you can choose to measure, one of the best is a monetary valuation that gives you a realistic idea of costs and return.

You can expect to see a shortfall here because many of the benefits of an ERP system are non-monetary, but it’s up to you to decide what the acceptable ratio is. Some of the more straightforward monetary benefits that you can expect to see include being able to minimize or even discontinue other software because your ERP incorporates the functions they perform, so that you no longer need to pay for those licensing fees. Similarly, you may find that you need fewer man hours or a smaller staff because operations can be automated, and data is easily available at a button click without needing hours of extraction, collation and analysis.

Depending on your business, you may even see smaller but still significant costs that you can save, such as being able to save on paper and printing costs because your data is easily available and can be shared on your system.

You can also save money through the results that your ERP gives you, as you’ll be able to see where your money is being spent and to optimize your business strategy accordingly. By having a clear view of which areas and departments are profitable and which aren’t, you’ll be able to make more informed decisions about where you should continue to invest your money and what you should change or scale back. You can then shift your focus on the things that you need to prioritize and so will be able to play to your strengths and address your weaknesses.

This clear quantitative analysis will also help you to utilize your key resources properly – whether that’s your employees or the machinery that you use. By seeing where your money is being spent and where you’re making a return, you’ll be able to spend more effectively and put your strongest assets in the area that provides you the greatest benefits.

### Qualitative Analysis

A qualitative analysis is more open to your interpretation than a quantitative one because it doesn’t deal in numbers and it’s up to you to decide the value of the benefits that you receive from your system – as well as the non-monetary costs to your business. When you set about this analysis, one of the most important things to consider is the type of system that you want and the features that will be of most use to you. There are many different types of ERP system to choose from with a wide range of capabilities and scope, so it’s vital that you find a system that provides everything you need but which doesn’t incorporate unnecessary extras which may prove to be more of a burden than a benefit.

In contrary to your [quantitative analysis](https://www.investopedia.com/terms/q/qualitativeanalysis.asp), you should find that your benefits will outweigh your costs in your qualitative analysis. Remember to take into account the operation costs and benefits over time rather than just the initial switch, which will likely require a great deal of time and manpower. Even though you’re not dealing with numbers, make sure that any predictions you make are realistic and are based on existing data so that you go into your strategy with a clear idea of what you can achieve.

Examples of qualitative benefits include the effect on your organization and communication within the business. For example, the information that you generate can be easily accessed by managers, which means that they’ll save time on waiting for it to be passed along by other departments. Minimizing the middle-man effect means that you can both simplify your process and that you can avoid viewer bias on the data that may influence the way that information is presented. It also means that the information is quickly placed into the hands of those most able to act on it and to make decisions, increasing your company’s responsiveness and the overall productivity within the business.

It’s important that once you’ve completed your initial qualitative analysis and your system is underway, you regularly review your progress and make sure that your costs and benefits are as you expected them to be. If you find that you’re not reaping the rewards that you anticipated or that you’re expending more resources that you expected, you may want to reassess whether your ERP system is really working for you. Similarly, if you have exceeded your expectations, you may want to extend your ERP system to other areas of the business to see if you can further your progress.

![FUNCTIONS-OF-ERP-SYSTEMS.png](/uploads/FUNCTIONS_OF_ERP_SYSTEMS_e531b28d84.png)
Advanced Planning & Scheduling (APS) Systems. 

### Weighing of Costs and Benefits

Once you’ve completed your analyses and assessed the costs and benefits that you can expect to see from various ERP systems, it’s time to weigh up your pros and cons and to decide whether it falls in your favor. Because you can expect higher costs in the quantitative measure and higher returns in the qualitative measure, you’ll need to compare these two categories to decide whether it’s going to be beneficial overall for your organisation. It’s worth considering whether the money you’re going to spend on both your initial and ongoing system is both affordable and justifiable.

You may find that some of the benefits are less direct but can still be invaluable for your organization. Factors such as being able to respond and react to data quickly, being able to process new requests and being able to link with your suppliers and customers can contribute to the overall productivity of your organisation which can result in better profits and more effective spending long-term. You may also find that features such as cross-functional access to data helps to [streamline your company](https://www.mindtools.com/pages/article/improving-business-processes.htm) and can provide benefits in areas such as management, staff requirements and data usage.

You should also consider the benefits to your company culture and your employees that aren’t directly related to profit but can improve the life of your business. A good ERP system can facilitate communication both inside departments and between them and can make it easier for your team to work together. You can eliminate unnecessary bottlenecks by putting the data exactly where you need it and giving the right people access to it, which helps to reduce frustration and to increase job satisfaction.

The sharing of common data also makes it quicker to process and can help you to put the focus on the areas that are most valuable to your organisation. It also means that you can keep closer control on your inventory and automate jobs that might otherwise be time-consuming or even missed altogether due to staffing or cost restraints.

### Defining the Project Objectives

The most important point of introducing an Enterprise Resource Planning system to your organization is to make sure that it will help you to work towards your business objectives. These could be financial objectives, or they could be related to the way your organisation runs, to employee satisfaction or any other number of factors. It’s entirely up to you to [set your own goals](https://www.business.gov.au/news/how-to-set-goals-and-objectives-for-your-business), but there are a number of things to consider.

When defining your objectives, you need to make sure that you are setting realistic and achievable goals. Use your existing data to analyse your progress and to see how you can expect to expand on that in the future. Whether your goals are quantitative than qualitative, ensure that you have evidence and data that can back them up and that can help you work towards them.

It’s also key to define success within your objectives. Often, your objectives will be ongoing, and so you will want key milestones that you can use along the way as markers of success and indicators of progress. These will help you establish whether your strategies are working and whether you want to change your approach at more manageable intervals.

Do you use an Enterprise Resource Planning system and how do you make sure it’s optimized for your business? Let me know in the comments below.

4 Steps to Optimize Your Enterprise Resource Planning (ERP) System

Growing a business can actually be a fairly simple process when you make use of the thousands of helpful growth hacking tools on the web. Best of all, some of them are completely free. Why pay to grow your business when you don’t have to?

Still, even the ones you pay for are well worth it if you want to see your numbers grow exponentially with little effort. They key to expanding your business in today’s world is to create a strong digital brand that helps promote your business. This means you have to venture into the world of websites, blogs, and social media.

Luckily, these five growth hacking tools are excellent helpers in this area. They are all online essential growth hacking tools that can help you analyze what you are doing great, fix what is not working so well, and provide you with insight about your competitors and your audience. In turn, you will get a bigger audience and more traffic to your website to help you grow your business.

**Google Analytics**

[Google Analytics](http://analytics.google.com/) is a completely free tool provided by Google. Even though it’s free, it is one of the most important and helpful tools you can possibly use to grow your business and digital brand.

Google Analytics focuses on your website, the trends and behaviors of your audience, and the growth of your traffic. Your website is one of the single, most important things you should focus on to grow your business because it is often the first thing potential consumers see when they want to learn about your company.

To grow your website, you have to [learn about your audience](https://www.koozai.com/blog/analytics/google-analytics-business-benefits/). Who is visiting your website? Where are they coming from? What do they look for when they visit? These are all questions that Google Analytics answers. When you learn more about your audience, you can further target your website to meet their needs, which will grow customer engagement and share-ability on social media.

Furthermore, Google Analytics can also provide you with insight about your social media campaigns, advertising campaigns, content performance, conversion for purchases, and more. Once you find out what is working well for you, you can target your budget to enhance performance from successful marketing areas. Google Analytics is one of the most versatile, all-around helpful, tools you can use to grow your business.

**Outbrain**

[Outbrain](http://www.outbrain.com/) is a tool that amplifies your content on some of the biggest websites, like CNN, Mashable, and Time Etc. Outbrain adds your content to relevant websites and content areas so that the people who are most likely to engage with your content see it and want to click over. In turn, you receive more engaged, targeted traffic that can generate more leads or sales for your business.

Additionally, when your content is added to top websites, you gain more recognition for your business. The content you add can be videos, blog posts, articles, press coverage, and reviews – all of which will be added to other sites professionally and seamlessly to enhance your brand recognition.

With Outbrain, you can choose to target audiences geographically to further pinpoint your perfect audience for your business. Are you a local business who wants to make more people in your immediate area aware of what you have to offer? Geo-targeting through Outbrain is perfect for you. Or, if you are looking to expand your business to other locations, you can engage possible interest in those locations before ever opening your doors.

Outbrain also allows you to set your budget for each of your campaigns so you can ensure that you don’t spend more than you can afford on advertising. Start a campaign with a low budget to gauge its interest and success. If it goes well, considering adding more to your budget to expand your campaign. You can budget as low as $10 a day, which is great for startups.

**SumoMe ListBuilder**

If you are looking for growth hacking tools, surely you have heard of the benefits of growing your e-mail list, a surefire way to generate more traffic to your website and leads or sales for your business.

ListBuilder by SumoMe is one of the most popular tools to build your e-mail list. ListBuilder advertises that it can [increase your daily e-mail subscriber](https://sumome.com/app/list-builder) sign-ups by 20%, which is a significant amount, so you can turn one-time visitors into daily, engaged, followers or customers.

ListBuilder provides options for pop-ups to entice your visitors to subscribe to your e-mail list without being annoying. You can opt to have the pop-up show when someone arrives at your site, or once they decide to leave your site so you can have a chance to entice them to stay. If you have something you can offer them, like a free eBook with helpful tips related to your niche, this is the perfect time to offer it in exchange for an e-mail list sign-up!

Your digital brand is important, and ListBuilder understands that. So, it offers a lot of customization to make your pop-ups match your brand or website colors, so your brand flows throughout. All of this is free, but you can choose to upgrade to ListBuilder Pro for tools that can help you grow your e-mail list by another 20-50%.

After you grow your list, ListBuilder [provides integration](https://sumome.com/app/list-builder) with the most popular newsletter-creation services, like MailChimp and Hubspot, so you can effortlessly send your newsletter to your new subscribers.

**Sigstr**

Now that you have your e-mail list built and are ready to start sending out some awesome newsletters, let [Sigstr](http://www.sigstr.com/) help you even more. Sigstr gets all of your e-mails, no matter who in your company sends them, looking cohesive and professional so your brand messaging remains consistent with every e-mail.

This is one of the best growth hacking tools to easily enhance your business by personalizing branded e-mail signatures for each of your employees while also staying consistent with your branding on each signature. Add your company logo, slogan, address, or whatever else you want to each e-mail while also customizing the sender’s name for more personalization.

You can also use Sigstr to promote content across your e-mails. Highlight your most recent promotion or campaign in all of your outgoing or scheduled e-mails by customizing just one template. Any changes you make to a campaign or signature is [updated in real-time](http://www.sigstr.com/product/) so all members of your team will have immediate access to the changes.

Sigstr also provides [detailed analytics](http://www.sigstr.com/product/) so you can track your employee’s displays and clicks and know how well each is performing with their e-mails. After all, effective e-mail campaigns are only as effective as the employees who create and send them, right?

**BuzzSumo**

So far, we have covered some excellent growth hacking tools to help you grow your business. Now, how can you work on continuously creating viral content that grows your traffic fast? One of the most talked about tools for online growth is [BuzzSumo](http://buzzsumo.com/).

BuzzSumo provides extensive research and insights so you can understand what type of content is working the best on your website – and create more of it! You can also take a peek at some of your competitors’ most successful content and take some pointers.

This sounds sneaky, but it’s actually a very solid strategy to understand what works in your niche and personalize that type of content to your brand. Or, you can find out what content does well for your competitors and offer them a spot to guest-post on your website to help bring in traffic.

Once you have a few ideas in mind for successful content, BuzzSumo helps you optimize your headlines and your content structure to make the most eye-catching content to drive potential consumers to your site.

Growth hacking tools are so widely available that it can be difficult to narrow down the most effective ones. These five essential growth hacking tools are some of the most popular for bloggers and businesses all over the world who want to grow their business presence easily and fast. The more time you save by letting online tools do most of the legwork, the more time you’ll have to focus on your business.

5 Essential Growth Hacking Tools to Build Your Business

The lead up to your company IPO is an exciting time – but it’s also a busy one. There’s a lot to be considered when taking your company public, and your preparations should begin well in advance. Planning is key, and adjustments will need to be made across your entire organization to ensure that you’re ready for your public offering. While every company has different needs and requirements, there are some top tips that apply to everybody. These five essential steps should be deployed by any business about to hit the public market.

**Upgrade Your Technology**

As your business grows, you can expect your accounting to become both more complex and subject to greater scrutiny. It’s important that you set in place systems that are able to keep up with your growth, even before you feel like you really need them. While Excel spreadsheets may work well for a small business, you’ll find it difficult to scale them to suit a medium to large corporation, and it will be much harder to shift everything over once your company has already grown. By upgrading your technology in advance, you’ll save yourself a lot of hassle down the line, and you’ll also be better prepared to present a professional and efficient face to any potential investors.

Now that others are also invested in the future of your company, it’s more important than ever to keep on top of your metrics. Make sure your information is consistently up to date and accurate, and identify your key metrics for analysis and forecasting. As well as benefitting you and your investors, you will be under greater legal obligation to ensure that the information you present is properly reported.

For convenience, peace of mind and security for your investors, you may want to look into advanced financial reporting technology and find a system that best suits your business. Remember to take into account customer management, budgeting and forecasting, and make sure all relevant team members are properly prepped and trained on your new systems. While this may seem like a lot of hassle in the short-term, it could be crucial to your business’ success in the future.

**Audit Your Own Taxes**

Tax considerations have always been a major concern for private companies looking to go public, but in today’s climate with much mistrust surrounding company taxes, it’s more important than ever to make sure you address it properly. If you or your CFO don’t specialize in corporate tax, consider bringing on a consultant with IPO experience to ensure that all the necessary steps are taken.

It’s important to understand how your IPO will affect your business’ taxes – particularly if you’ve been operating on income tax basis accounting up until this point. The earlier you can address tax considerations the better; many experts recommend strategizing at least 12 months in advance of your IPO. Make sure exactly what is required of you in order to ensure that your company is compliant with current regulation, and set into place the relevant controls to protect your company going forward.

It’s also worth preparing for future tax regulations, such as filing financial statements for the quarterly close. This may mean expanding your team or investing in high performance software, or you may find that outsourcing works better for your company. Either way, it’s important to consider the new demands that your IPO will place on your tax department and set up a workable system in plenty of time. Remember that you will be required to disclose your effective tax rate reconciliations once your company is made public, so you may find it beneficial to introduce new systems in advance so that they’re more stable by the time they’re made public.

**Have Your Strongest Team in Place**

If you’ve reached the stage of going public, the chances are that you run a successful business and have already handed off a number of day-to-day responsibilities to other members of your team. Going forward, further success means that delegation will only increase, so it’s vital that you have a team in place that are properly prepared and who you trust to manage large aspects of your business in your absence. This applies to not only senior members of staff but also to employees at all levels, as everyone will have a role to play in ensuring a successful IPO.

Becoming a public business means that your accounts will be much more complex, so you need a team with broad knowledge and experience and who you feel confident trusting with financial reporting, monitoring and analysis. I’ve already discussed the importance of bringing on board qualified and experienced tax consultants, but you should also look at other key roles in your team such as underwriters and bankers. With all roles, it’s beneficial to have employees who have previous experience in taking a company public – both because of the expertise they can bring to the business and because they’ll have some experience of what to expect during this busy but exciting period for the company.

Consider your existing team’s skills and try to find new team members who can balance and complement these. Identify any gaps in specialism or experience which additional employees may be able to fill, and consider which teams may need extra manpower in light of the growth of your company.

**Brief Your Staff on Insider Trading**

For the team already employed at your company, the shift from private to public can seem like a substantial one. The business – and by extension, its employees – will be subject to a number of new regulations and so the nature of the company can often suddenly seem more formal. It’s important that as the leader you make your team aware of what to expect and coach them on new laws and policies that they need to be aware of.

This is especially true if you’re offering staff stock options or shares in the company as part of your incentive package. Consider that many of them may not have dealt with shares before or may not have experienced an IPO as part of a company, so ensure that all essential information is properly and clearly communicated. Put into place a comprehensive insider trading policy, and make sure that this is shared with staff and investors, and that the proper training is offered and undertaken by anyone who might need it.

In preparation for your IPO, identify information that needs to be kept confidential and share policies and potential risks with all your employees. Again, this may represent a surprising culture shift for those who have been with your company from its beginnings, so it’s important that the message is clear and understood by all. You should also highlight other need-to-know information that may affect your employees and shareholders, such as blackout periods.

**Prepare Your IPO Prospectus**

Once you’re confident that your company is well prepared to go public, it’s time to convince everyone else. Your prospectus should be a comprehensive document that displays your offerings to potential investors. It’s also important to remember that this is a legal document, and you will be responsible for any inaccurate or misleading information contained within the prospectus, so it’s essential that this is prepared by a qualified and experienced team and that all figures and forecasts have been properly reviewed.

Your team should comprise underwriters to ensure proper legal coverage, as well as members of your senior management team who can help create the direction of the document. While your information needs to be accurate, it also needs to entice directors and paint a clear picture of your company and your (informed) predictions for its future.

If you’re based in the United States, your prospectus will need to be filed with the Securities and Exchange Commission (SEC) and will undergo rigorous review. Expect this to be a lengthy process and prepare in advance for any flags that can be anticipated.

Your initial IPO prospectus will also be taken by your client-facing team on your IPO roadshow ahead of the launch – although a more comprehensive final version should be created once your roadshow is complete. Here it will serve as a form of company look book for your potential investors, so it’s important to consider who you’re pitching to and what their primary concerns are likely to be.

Have you ever taken a company public? Do you think there are any vital tips that I missed? Let me know what your experiences were and share your most important advice in the comment section below.

Related: [5 Tips to Successfully Market Your Crowdfunding Campaign](https://www.aniketwarty.com/market-your-crowdfunding-campaign/)

5 Essential Steps to Prepare for a Successful IPO

My business life can be divided in two parts: one, is startups that work and are within industries that are in high demand at that moment, possibly to emerge as potential biggies; another is boosting revenues and valuation as we go along the journey with high valued, well-planned mergers and acquisitions that speed up that process.

Whether you see an opportunity to merge your company with another or to acquire a smaller player in your commercial niche, or you decide that you need to find such an opportunity to improve the value of your own organization, getting into the world of mergers and acquisitions can be a lengthy, fulfilling and sometimes risky business.

In his article, Six Tips for Avoiding M&A Failure, Vincent Ryan from CFO claims that around 70% of mergers and acquisitions fall short of the goals and expectations of the participating parties. However, as Ryan also points out, most of these failures result from some common errors which, with sufficient planning and diligence, can be completely avoided.

With the right approach, your company can utilize mergers and acquisitions to strengthen its position, penetrate new markets, increase revenue, reduce costs, or achieve growth which might otherwise require a great deal of time, effort and in all honesty, let’s say: luck.

#### Try These Tips to Ensure a Successful Union

![Mergers-and-Acquisitions2-300x284.jpg](/uploads/Mergers_and_Acquisitions2_300x284_6f04509f4b.jpg)

Getting mergers and acquisitions right is no black art, but, of course, there are some key principles and tactics which contribute largely to the difference between success and failure. Hopefully, the following five tips will give you a little insight and enlightenment, as well as helping you in practical terms when you decide to buy, enter a partnership, or merge with another enterprise.

#### #1: Don’t Lose Sight of the Goals
First of all, it’s vitally important to know what your company needs to gain from a planned merger or acquisition. That should be fairly obvious. Perhaps less obvious is the possibility that before, during or even after the union has taken place, your team loses sight of those goals or gets caught up in the excitement of possibilities that weren’t in the original plan. This is something to guard against. Know exactly what you plan to achieve from day one and ensure that remains the key focus throughout the merger or acquisition and beyond.

#### #2: Remember There Are Customers Involved
Whatever commercial segment your company operates in, your customers are at the very heart of what you do—so don’t neglect to think about them as part of your merger or acquisition considerations. Darren Dahl, a freelance contributor for the New York Times, asked Paul Burmeister, a professional services specialist, for some acquisition hints in his OPEN Forum article 7 Steps to a Successful Company Merger or Acquisition. Burmeister says it’s especially important to perform due diligence on the relationships between your target company and its customers. Once they become your customers, you’ll need to ensure you can maintain those relationships and hopefully even improve them.

#### #3: Don’t Call it Something it’s Not
Nothing will create a breakdown of relationships between merged companies faster than a lack of honesty and subsequently, trust. One aspect of a merger in which trust is a major factor is the degree of equality expected by both parties to the agreement. Plenty of mergers, even those between large corporations, have foundered on the rocks because the more powerful partner treated the situation more like an acquisition. Business authors Rodd Wagner and Gale Muller stated in a piece for Gallup’s business journal, that an up-front and honest discussion and agreement about the division of power, labor, and responsibilities should be conducted prior to a merger. Even more importantly, the agreement should be adhered to going forward. This is Key!

#### #4: Focus Strongly on Talent Retention
Here’s a major irony of mergers and acquisitions: It’s the people who provide the potential to make a merged enterprise more valuable than the sum of its parts. All too often, though, a merger heralds the departure of the most valuable talent in one or both organizations. If you want a merger or acquisition to work, you need to consider employees early on and decide how you will prevent an exodus of key talent.
Three key factors that can contribute greatly to talent retention, as identified by HR professional Kazim Ladimeji in his Recruiter article, 5 Strategies for Retaining Key Staff During a Merger or Acquisition, are:
• Identification of the employers from which your new company will benefit most
• Early communication with employees to curb apprehension and allay concerns
• Retention agreements and bonuses to demonstrate that you value what together each company’s employees can bring to the party.

#### #5: Make Sure IT Can Play Nicely
While it’s critical to get the HR formula right for successful staff integration, the success of today’s mergers and acquisitions also depend heavily on systems of intelligence. From the moment your company sets eyes on the prize, technological, as well as cultural compatibility, should be firmly in the sites of your project team. Ask yourself:
• Will you be able to integrate the business information systems of both companies?
• Will one party have to completely migrate onto the other’s platform?
• Will an entirely new solution be required?
Answering these questions will save major headaches and perhaps major cost concerns for those with IT responsibilities in both organizations.

#### Nothing Ventured, Nothing Gained
Most commercial ventures are replete with a degree of risk, mergers and acquisitions being no exception. However, there’s no reason why your future merger and acquisition plans should be among the 70% that don’t pan out as intended. The tips above will help ensure success, whether yours is the acquiring company, the target enterprise or an equal partner in a merger.
For more practical guidance and advice on business development, leadership and entrepreneurship, remember to stop by regularly at my personal website, www.aniketwarty.com.


5 Tips for Making Mergers and Acquisitions Work

Are you an entrepreneur who is struggling to startup a business with little to no extra funds? You are not alone. Many startup business owners find it difficult create a flourishing business without taking out loans or spending all of their personal money to make it happen. Instead of spiraling into debt and stressing over finances, you should learn how to bootstrap your business.

What does it mean to “bootstrap your business”? It is the process of funding your business from your own expenses without completely drying up your own personal cash flow. It is learning to balance your business income with expenses wisely and cutting costs where you can to create a greater business cash flow. Most importantly, it allows your business to grow without being burdened by the debt of your business startup in the future.

Sure, this sounds easier said than done. And, honestly, it does take time, effort and patience to successfully bootstrap your business. But the end result is well worth your efforts and can put you on the fast track to developing serious business financial sense over your potential competitors who used the traditional route of financing their startup with loans.

**1. Do Not Outsource Jobs You Can Do**

With a startup, you are obviously going to be busy. It can be easy to throw in the towel, take an extra day or two off each week and pay someone else to do some work. But if you are able to do the work, do the work. Every little bit you can save from paying someone else to do something you can do with a little extra time adds up to more money for your business – and in your pocket.
Are you creating a blog for your business? Instead of outsourcing other bloggers to create your blog posts, set aside just a couple of hours each week to write 2-3 blog posts. Schedule them the same day for them to post on different dates of the following week and you saved yourself some money hiring a weekly blogger for your company’s blog content.
Even if you feel that you are over your head with a particular task, chances are you can find several free online resources to help you at least get started and learn at your own pace. However, if you are feeling completely overwhelmed by a task, consider outsourcing an independent contractor with reasonable rates for the bare minimum number of hours per week that you feel you might need to get the job done.

**2. Cut Personal Expenses as Much as Possible**

Since you are funding your business from your own pocket, you are going to have to be extremely careful about your personal expenses. Your social life may get moved to the back-burner for a few months, but think about all of the money you will save for your business over time.
You will probably be too busy for extra entertainment anyway, so consider downsizing your huge cable package by cutting out extra movie or sport channels you do not watch regularly. If your phone data eats up a large part of your bill, cut down your data plan and use free Wi-Fi when available.
You might even consider renting out a room in your home to a trusted friend or relative or even moving into a smaller space until business picks up. Be diligent about meal planning so you can go to the grocery store and spend only what you need for each week. Most importantly, do not be tempted to buy anything extravagant for your business just yet. Stick to the necessities and worry about other things as you can afford them.

**3. Keep Your Team Small**

If you can stick to just yourself as an employee for a while, that would be your best-case scenario to help cut costs. Or, consider adding on a close friend or relative who is willing to help you out with small tasks for little or no pay.
Unfortunately, sometimes it is not always that easy. You may need a few sets of extra hands and their paychecks will have to come out of your pocket. Rather than immediately hiring someone, though, consider hiring interns as an option. Interns are typically college students who can work for your business for little to no pay in exchange for experience within your business field. This will help cut costs and you can decide to hire them full-time later when business picks up if you like their work.
However, if your business is becoming too much to handle on your own or you cannot find great interns, consider keeping your team as small as possible. One awesome employee can take the place of several mediocre employees and will keep more money in your pocket.

**4. Use Social Networks for Marketing**

You will want to market your business to bring in more customers, but how do you do that on a tight budget? Use the power of free social networks to get the word out about your business.
Facebook and Twitter are easy to use and free. You can set up accounts in a matter of minutes and begin setting up a potential customer base by adding your friends and family. They spread the word to their followers and, soon, you can have a wide fan base from all over the world.
Schedule posts on each network daily and frequently. You can use a free tool like Buffer to schedule a bulk of posts to be spread throughout the week, and it only takes a few minutes of your day to schedule.

**5. Be Diligent About Keeping Up with Income and Expenses**

For both your personal and your business revenue, get in the habit of keeping track of your income and expenses. Make a super-organized file space to store all receipts and other income or expense-related paperwork. Keep a detailed checkbook that lists your income and expenses with notes for each and make it a point to balance it daily.
Consider keeping a spreadsheet on your computer to track total revenue. Not only will an organized and detailed list of your income and expenses help you see where your money is going – and what you can potentially cut back on – but it will also come in handy for tax season to maximize your business expense deductions.

**6. Consider Creating a Home Office**

A physical home for your business may be necessary depending on what type of business you run, like a retail shop. However, if your business is a type that can be run from home, like a graphic design business, consider utilizing a space in your home as your home office to save money on rent.
A home office is not always the most ideal space for a business, especially if you have children in the home with you, but it can be a temporary solution to save a significant amount of money until your business starts taking off and generating its own revenue. You might even enjoy working from your home so much that you continue to create a completely virtual business even after you bootstrap your business to success.

Some of the fiercest and most successful entrepreneurs choose to finance their own businesses to give them a jump ahead on financial freedom once their businesses begin to make their own money. Though it takes time, you can bootstrap your business for success by cutting back on unnecessary spending, doing as much work by yourself as you can and utilizing the space you have for your business instead of renting more. Feel free to leave a comment with your ideas or questions.

As appeared in Huffington Post: [Bootstrapping to Success](https://www.huffingtonpost.com/entry/6-ways-to-bootstrap-your-business-to-success_us_57f379e3e4b0667653926857)!

6 Ways to Bootstrap Your Business to Success

It’s a brave new world this year, in more ways than one. As well as obvious shifts in social and political paradigms, there’s been constant evolution within the technology sector that could mean an entirely new way of doing business for small start-ups and corporate giants alike. While a number of trends have emerged over the course of recent years, I’ve highlighted four technology trends that look set to make headlines in 2017 as the changing face of technology in business.

**Environmentalism & Renewable Energy**

Environmentalism has hit the spotlight of late, and it seems that big businesses are catching on to the trend. Even Pantone’s color of the year – traditionally a big indicator of the colors and styles that can be expected to be seen in the upcoming season – was Greenery, a choice influenced by nature and the natural world.

It’s a trend that’s taken a foothold in a number of different industries and locations, and it has manifested itself in a variety of ways. Amsterdam recently announced its plans to become a zero emissions city, while big airlines such as Jet Blue have shifted towards integrating renewable jet fuel in their flights. Meanwhile, in Africa, the introduction of pay-as-you-go solar energy has revolutionized areas that before lacked access to reliable means of electricity and power.

Retailers today are more frequently turning to solar power as a means of not just contributing to reducing their carbon footprint but also as an efficient and economical alternative to fossil fuels. Internet giant Google announced their plans to operate on 100% renewable energy from 2017 – an indicator that modern markets are likely to be taking steps towards making their businesses more eco-friendly. One of the biggest surprises of 2016 was India’s national action on implementing solar power, with the government issuing its first ever call for solar panel projects and setting aside $3 billion in funding to support the cause.

Of course, the biggest obstacle blocking the development of environmental policy in 2017 seems to be the change in US government, with the official party line shifting to climate change denial. While that may slow progress in some areas, it’s also triggered a backlash that may in fact have a reverse effect, with many consumers actively seeking out businesses that are continuing ahead with green policies.

**Drone Delivery**

Drones have been hovering on the cusp of the public spotlight for some time now, but 2017 may just be the year that we see all the long-awaited plans come to fruition. We’ve already seen some successful ventures deploying drones, such as the Rwandan charity Zipline which uses drones to deliver medical supplies to otherwise inaccessible areas, but this novel new delivery method now seems set to hit the mainstream, employed by e-commerce retailers around the world as a means of making their deliveries faster and more efficient.

One of the most talked about drone delivery services has been Amazon Prime Air, which was first reported to be testing out drones in February 2016. Because the retail giant initially struggled to get approval in the US, the first testing sites were Canada, the Netherlands and the UK. The company’s vision involves a 30-minutes-or-less delivery service that will utilize unmanned vehicles. While the service has yet to go live, excitement was reignited when an advertisement appeared during the widely-watched Super Bowl, so it seems developments can be expected to be announced in the near future.

Yet it seems, for all the hype, Amazon may have been pipped to the post by an unexpected competitor – 7-Eleven! In 2016, the company reported that 77 of its customers received deliveries by drone in Reno, Nevada – although all the customers lived within a one-mile radius of the store from which they ordered.

The use of drones for more efficient delivery may be indicative of the growing demand for immediate gratification amongst shoppers. With same-day delivery now so common as to seem passé, businesses are on the lookout for the next big hook. Even amongst high-end retailers, the demand for fast fashion has hit an all-time high, with Fashion Week designers even introducing a “See Now, Buy Now” option at the catwalks that used to be exclusively reserved for previews. It seems that drones may be able to deliver not just a most cost-effective service, but one that’s best suited to meet the expectations of today’s internet customer.

**Augmented Reality**

Perhaps one of the happier news crazes of 2016 was the emergence of Pokemon Go – an app that played on the nostalgia of millennials to take the world by storm. The game employed novel augmented reality technology to place pokemon characters in the room with players using their smartphone cameras. The craze marked the start of a new top trend in technology: augmented reality.

Virtual reality has often been the focus of both the technology world and science fiction writers, and this sometimes causes confusion between the terms virtual reality (VR) and augmented reality (AR). While the former replaces the world around us, usually with the use of headsets and sensors, the latter uses the existing world and adds an extra element, as seen in Pokemon Go. And if recent developments are anything to go by, it seems that AR might be overtaking the formerly dominant VR in favor both amongst customers and retailers.

There was some skepticism about the future of AR following the failed launch of Google Glass, which met a frosty reception despite a much anticipated build up. But since then, augmented reality has demonstrated that it’s a popular lure in today’s tech-based games, and it’s also carved out a place in the business world. In the past, one of the most notable uses of augmented reality by a business was when IKEA allowed customers to see what furniture would look like in their homes through the “virtual preview” feature on its catalogue app.

Facebook’s recent acquisition of Oculus implies big things to come in AR technology for the social media site. The company has already announced its intentions to begin creating interactive experiences for its users starting in 2017, and with the site influencing so many other similar social media platforms, we can expect to see the trend trialled in a number of different places.

And it seems the technology may be set to connect offline and physical stores soon, with a rise in the use of augmented reality maps in both retail locations and attractions such as art galleries and museums. Bringing maps, features or interactive tools to life helps businesses create a more immersive customer experience.

**Artificial Intelligence**

In the past, any mention of artificial intelligence seemed like the stuff of science fiction novels. Today, it’s becoming an increasingly valuable tool for businesses, with available technology improving every day. I’ve previously explored [Artificial Narrow Intelligence](http://www.huffingtonpost.com/entry/creating-your-seo-strategy-around-google-rankbrain_us_5804cf3be4b0985f6d15746b) (or ANI) and its use in developing more sophisticated search engines, and it seems that the trend is also advancing far beyond Google.

New industries are introducing AI in increasingly novel ways. In 2016, reports circulated about an advanced cruise missile system in China that employed high levels of artificial intelligence. In Canada, start-up company Infra.AI is developing intelligent sensors that can provide real-time information about Montreal’s street conditions. Even in our pockets, we find increasingly sophisticated AI systems. Virtual assistants such as iPhone’s Siri have seen regular updates, each bringing it closer to human-like intelligence, and developments show no sign of slowing down. And those virtual assistants are widening their net – 2016 saw more companies than ever using virtual sales assistants as a way of making their process more efficient.

The fascination with artificial intelligence and its potential for the future has seeped into not just boardroom meeting but pop culture. The hit UK television show Humans takes a futuristic look at AI technology taken to the extremes, and the vision it conjures up seems not far outside the realms of reality – possibly in the very near future. The show centres around so-called synths, human-like robots that have been incorporated into everyday life, from the home to the office. The show became such a success amongst the audience that a spin-off documentary was produced to see how close we really are to bringing these fictional robots to life. While experiments proved that we still have a way to go, it also demonstrated that we might be far closer than many believe.

Have any of the above trends already affected your business? Or do you think there’s a trend I’ve missed that’s going to be big news this year? Share your ideas and experiences in the comments section below.

Related Read: [Best IT Trends 2016](https://www.aniketwarty.com/best-it-trends-in-20152016-you-will-read-this-year/)

4 Technology Trends That Will Change The World In 2017

The final quarter of the past year has not been good for crypto investors. The market has been bearish, and the prices of almost all coins and tokens stayed at relatively low levels. However, many experts predict that 2023 will be different. According to crypto analysts, the market might turn bullish again in the new year. If that happens, these 8 coins will be the best cryptocurrencies to buy in 2023.

### 1. Bitcoin (BTC)
Bitcoin is the oldest, largest, most popular, and most valuable cryptocurrency. Despite the fact that thousands of competitors to Bitcoin were created over the years, BTC still remains the undisputed number one of the blockchain ecosystem. There are no reasons to believe that this situation will change in 2023.

The price of Bitcoin was quite low for the last few months of the past year, which means that BTC is currently very undervalued. In the near future, many investors are expected to decide that the price is low enough to start accumulating Bitcoin again, which can likely trigger another huge bull rally. When we take all of these factors into consideration, 2023 will likely be a good time to buy Bitcoin, as BTC will continue to gain mainstream acceptance and institutional adoption.

### 2. Ethereum (ETH)
Just as Bitcoin is still the largest cryptocurrency, Ethereum is still the largest altcoin. While some people were predicting that Ethereum will eventually be surpassed by other coins, Ethereum still seems to be a much better investment than most of its competitors. In fact, ETH has never been stronger than it is now.

In the past year, Ethereum has launched the Merge update – according to many experts, the most important upgrade in the history of crypto. After the Merge release, ETH now runs on the Proof-of-Stake (PoS) algorithm, which means that it is now 100% eco-friendly and won’t be affected by any potential environmental regulations aimed at Proof-of-Work blockchains.

Meanwhile, Ethereum’s main competitors such as Solana (SOL) or Cardano (ADA) have been troubled by continuous technical problems, which helped to strengthen Ethereum’s position as a technological leader. In 2023, Ethereum is still a great cryptocurrency to buy.
### 3. BNB (BNB)
BNB is the native token of the Binance cryptocurrency exchange – the largest crypto marketplace in the world. It has many important use cases, such as paying fees on the Binance platform. BNB has a strong track record of price appreciation, is not very volatile, and had no technical problems in the past. All these factors point to the fact that in 2023, BNB could be a very good investment to make.

### 4. XRP (XRP)
When the SEC charged Ripple Labs with the unlawful sale of securities, some people predicted that the end of the XRP cryptocurrency was right around the corner. However, it turns out that the critics were wrong – while the SEC lawsuit is still ongoing, courtroom news suggests that everything is going in favor of Ripple, and that the lawsuit might be nearing a conclusion.

The XRP coin has many use cases such as cross-border payments, and Ripple Labs is partnered with major financial institutions. If the SEC lawsuit finally ends in 2023, the XRP price will be ready to erupt due to its growing use in the traditional financial sector and the huge potential for increased adoption.

### 5. Monero (XMR)
Monero is a privacy-focused cryptocurrency that uses advanced cryptography to obscure the identities of users and the details of transactions. It has a strong privacy-conscious community and is often used as a means of anonymous online payments. As privacy concerns among crypto enthusiasts grow higher, Monero could be a good investment to make in 2023.
### 6. ApeCoin (APE)
Although it’s true that Dogecoin (DOGE) and Shiba Inu (SHIB) still have larger market caps, another meme cryptocurrency might be a better investment in 2023. While DOGE and SHIB have been gradually decreasing in price, the APE price was growing even during the bear market. It’s possible that in 2023, ApeCoin will be the best meme coin to buy.

### 7. Polygon (MATIC)
The same reasons which make Ethereum a good cryptocurrency to buy in 2023 also affect Ethereum-based (ERC-20) tokens. Out of all ETH-related projects, MATIC might be the one to pay close attention to. MATIC is technologically advanced and has already achieved significant popularity, which makes it a safe investment to make in 2023.

### 8. Uniswap (UNI)
The end of the past year was marked by the FTX scandal. The collapse of one of the largest exchanges in the world will definitely leave a mark on the crypto ecosystem. Most importantly, it will likely cause more people to switch to using decentralized exchanges. Since Uniswap is the largest DEX on the market, the UNI token is a good cryptocurrency to buy in 2023.

8 Crypto Coins Experts Are Expected To Buy In 2023

Although blockchain technology is already over 12 years old, it is still most often described in terms of a promising innovation, and not as an element thoroughly integrated into the technological status quo. While blockchain-based digital currencies and other decentralized fintech solutions utilizing blockchain technology have gained significant popularity, blockchain is still only beginning to be adopted in other sectors.

Technological adoption can be analyzed as a process in which a technology proceeds from being a promising but optional innovation to becoming an invaluable, highly flexible tool that must be included by organizations in order to allow them to stay competitive. In this article, I will list some of the most common blockchain technology adoption Frameworks and models, which can provide an overview of the growing blockchain acceptance.

### Current State of Blockchain Adoption
According to the World Economic Forum, blockchain is one of the most important new technologies that will greatly transform the global economy within this decade. Blockchain enables secure and efficient storing of all types of data in a distributed ledger of chronological blocks. This type of decentralized architecture enables organizations to increase their transparency and solve trust issues by investing in accountability, traceability and compliance.

Blockchain is an emerging technology that is likely to become pivotal in the current transformation of global supply chains, as it allows building a digital system distributing the control over the supply chains from a single, centralized company to a network of partners. The fact that blockchain technology is predominately considered a supply chain innovation greatly influences blockchain adoption models, as they have to take into consideration factors such as transparency, traceability, compliance and trust.

### Problems Faced by Blockchain Technology Adoption
Although blockchain technology and decentralized solutions based on the blockchain such as smart contracts are universally considered to be highly promising, blockchain adoption nevertheless faces many issues which make its smooth implementation problematic. Even though blockchain is primarily a technological phenomenon, its successful adoption depends on many non-technological factors, such as regulatory framework, consumer behavior and public trust. The situation becomes even more complicated because blockchain is not a technology limited to a single industry or sector, but a technological phenomenon spinning across numerous different industries and sectors.

Sociological models of technology adoption that take into consideration psychological, demographic and behavioral factors have been known for decades. However, unique characteristics of blockchain technology related to issues like data security, privacy and transparency result in the fact that the most important aspect influencing blockchain adoption is trust, and theoretical frameworks of blockchain technology acceptance must consider the trust factor as a top priority in blockchain adoption.

### Structural Equation Modeling
The most basic framework for blockchain adoption is Structural Equation Modeling (SEM). This analytical approach is based on theoretical models such as Technology Acceptance Model (TAM), Technology Organisation Environment (TOE) model, as well as the Unified Theory of Acceptance and Use of Technology (UTAUT) models. These frameworks aim to take into consideration many behavioral traits such as industry pressure, competitor influence, partner readiness, potential usefulness, and relative ease of use.

Models such as Structural Equation Modeling aim to help organizations understand how various factors influence individual behavior in relation to innovative technologies like blockchain. Unfortunately, despite high complexity, frameworks like SAM lack empirical evidence, and are highly theoretical and conceptual. As such, models like Structural Equation Modeling and other frameworks based on Technology Acceptance Model or the Unified Theory of Acceptance and Use of Technology are on their own not enough to provide an extensive and functional framework for multi-sector blockchain technology adoption.

### Bayesian Network Analysis
At first sight, Bayesian network analysis is quite similar to Structural Equation Modeling. It focuses on analyzing the cause-and-effect relationship between various factors and their behavioral results, which enables building relationship-oriented models. Unlike Structural Equation Modeling, Bayesian network analysis is generally considered to be more useful in modeling causal connections and conditional potentialities.

Compared to Structural Equation Modeling, Bayesian network analysis can be more useful by using predefined models in combination with new data, which allows for effectively predicting non-linear causal relationships. However, Bayesian network analysis still has some limitations, which make it insufficient as a tool for analyzing blockchain acceptance models. Most importantly, conditional probabilities and causal relationships analyzed in Bayesian network analysis are exclusively dependent on historical data. This makes using Bayesian analysis to predict the adoption of a unique, unprecedented technology like blockchain highly problematic.

Furthermore, despite the fact that Bayesian network analysis can be used to create a structurally coherent theoretical model of blockchain technology adoption, the results will likely prove impractical in providing any explanations of casual relationships and behavioral adoption factors. The lack of distinction between variables means that Bayesian network analysis on its own is not enough to create useful blockchain technology adoption frameworks.

### Integrated Two-Stage Analysis
A two-stage model combining the advantages of SEM and Bayesian network analysis has been suggested as a theoretical approach that can enhance Structural Equation Modeling with empirically validated Bayesian data in order to create a much more accurate predictive framework. A methodology utilizing both Structural Equation Modeling and Bayesian network analysis can help overcome limitations that both of these methods have on their own.

The integrated methodology, which extracts psychological constructs from the literature on technology adoption and builds a predictive model based on the extension of the TAM framework, is an effective predictive strategy. Two-stage approach enables analyzing blockchain adoption data collected from online user activities, which allows for building an empirically verified neural network-based predictive model for estimating the probability of blockchain adoption.

Combining Structural Equation Modeling and Bayesian methodology is currently the most promising theoretical framework for modeling blockchain adoption. It provides a structurally coherent model that can be enriched with empirical data to give practical insight into the future of blockchain acceptance.

A Critical Review of Blockchain Acceptance Models – Blockchain Technology Adoption Frameworks and Applications

A Run-Down on Payment Orchestration Platforms

The internet is an endless system of products waiting to be bought. More and more shoppers are searching online for the things they need and want, and it’s quickly becoming the popular way to browse and shop.

[According to Internet Retailer](https://www.internetretailer.com/2016/01/29/online-sales-will-reach-523-billion-2020-us), by the year 2020, online sales are expected to reach $532 billion and there will be about 270 million active online shoppers. Most of this shopping is expected to take place on mobile devices, like tablets and smartphones.

What does this mean for online retailers? A simplified, convenient, ecommerce marketplace could be the future of the retail store. With 80% of the current population already having made an online purchase, the popularity of online shopping is steadily on the rise.

Online retailers who haven’t yet embraced the ecommerce marketplace are missing out on an opportunity for a very powerful business model.

**What is a Technology Ecommerce Marketplace?**

If you’ve ever been to a website like eBay, Amazon, or Overstock, then you’ve entered the world of an ecommerce marketplace. An ecommerce marketplace is a website that customers can use to browse and purchase items from a variety of vendors.

The ecommerce marketplace runs similarly to what an in-person marketplace would. Sellers sign up to sell their goods and set up a section within the marketplace location to sell. Then, customers visit and purchase items from one or more sellers. The ecommerce marketplace is an online version of this concept.

One area that is still somewhat new is the technology ecommerce marketplace. This, as you can guess, is an online marketplace that focuses on selling only technology products and services from third party vendors. Although there are a few available, most ecommerce marketplaces focus on a wide variety of products to sell, possibly because this can attract a wider variety of sellers and buyers. None of them are doing so great, as the global biggies have a major technology/technical category already, and they are quite ahead of the curve in many ways.

This is not to say that a technology ecommerce marketplace is doomed for failure. In fact, just the opposite is true. Our world is becoming more technologically advanced than we’ve ever seen in the past, and online shopping statistics prove it.

Just as online shopping is rapidly gaining popularity, so is online shopping specifically for technology products. [Books, clothes, and electronics](https://www.internetretailer.com/2012/01/24/books-clothes-and-electronics-are-most-shopped-categories) are the top three items online shoppers search for and purchase.

So, a technology marketplace platform, with a different concept and theme is what I have decided to build next in my array of start-ups.

**A Powerful Business Model**

A technology ecommerce marketplace is different than other popular marketplaces. Although it might seem more difficult to come out ahead of ecommerce marketplaces that sell just about everything (really, is there anything you can’t find on Amazon or Overstock?), it actually is a very powerful business model to have in this technology-driven era.

A sole-technology ecommerce marketplace business model is fairly new territory to the ecommerce world. Most marketplaces focus on more than one category of products. In doing so they reach more buyers and sellers, typically, than a single product category can. Even Newegg, which used to sell only electronics at low prices, has now expanded to clothing, health, toys, and other products.

Competition isn’t much in the way of a technology ecommerce marketplace. However, in 2016, [every generation is using technology](http://www.prnewswire.com/news-releases/consumer-electronics-account-for-40-of-b2b-e-commerce-marketplace-dhgatecoms-sales-300243280.html) and the online sales of electronics is gaining popularity as customers prefer to compare prices and features on the internet as a way of convenience. And, yes, a good part of technical and tech products are already sold on the other global marketplaces already.

More importantly, online technology sales are on the rise. DHgate, an online marketplace for goods made in China, sees [40% of its total sales](http://www.prnewswire.com/news-releases/consumer-electronics-account-for-40-of-b2b-e-commerce-marketplace-dhgatecoms-sales-300243280.html) from technology products alone. For example, [eMarketer](https://www.demoup.com/blog/six-new-ecommerce-trends-shaping-the-future-online-retail/) says that computer and consumer electronics products is the product category with the most online sales and it will be the category to have the most increased number of sales by 2018.

**A Successful Technology Ecommerce Marketplace** 

In the internet world of already-successful ecommerce marketplaces, what will make a technology ecommerce marketplace stand on its own to become successful?

- An ecommerce marketplace can be one of the slowest-growing online business models because it takes time to build a strong seller and buyer relationship. In fact, this type of business can take as long as [three years to grow](http://www.forbes.com/sites/ciocentral/2013/02/07/5-tips-for-building-a-two-sided-online-marketplace/#2dafea3c4bc8) and become successful. If there’s particularly slow growth within the first few months, it isn’t necessarily cause for alarm. However, you can consider tweaking your business model to try out new forms of advertising and promotions to attract more buyers and sellers.
- **Smart spending habits focused on the long-term.** As with almost any business, spending too much in the beginning to try to propel your business forward at warp speed will do nothing but leave you broke more quickly without enough revenue coming in. Budgeting for a technology ecommerce marketplace should involve as little money up front as possible and more money later as the business grows with more sellers and buyers.
- **Keep it focused**. Since a technology ecommerce marketplace is focused on one product category, it’s important to keep technology the focus. To start out, it might be wise to focus on one or two types of technology, like smartphones or cameras, rather than trying to bring in sellers from every category. This will allow the marketplace to start off small and focused, with more room to grow later.
- **Make it mobile**. [51% of mobile app users](http://www.businessinsider.com/why-consumers-use-apps-while-shopping-2015-8) use apps while shopping in stores. Why? It helps them price-compare and check out details and reviews of the products they’re interested in. The technology category is one of the most popular to price-check through mobile technology because of the large price tags electronics can have. Creating a simplified mobile app for a technology ecommerce marketplace can provide valuable help to potential customers and drive sales if it has fairly unique products and unbeatable prices.

**The Future of the Retail Store**

Ecommerce marketplaces are being pegged as the retail stores of tomorrow because of the rapid rise in online shopping for almost every product category. Even the [risk of shopping for clothing online ](http://www.forbes.com/sites/steveolenski/2016/01/12/how-virtual-technology-is-disrupting-the-e-commerce-marketplace/#3f01761472e7)doesn’t deter a lot of shoppers who like to browse and purchase online, as clothing is one of the top three online purchases.

A technology ecommerce marketplace can provide value to a customer that a brick-and-mortar store cannot compete with, especially if it goes mobile. Customers can read reviews of products they’re interested in right at their fingertips, view detailed descriptions, and even watch videos of the working product. And, buyers can view products from a variety of retailers and sellers for a vast selection. Retail stores simply cannot compete with the convenience of a technology ecommerce marketplace which has all the latest bells and whistles.

The technology ecommerce marketplace also has less cost to an owner. There is no inventory to maintain, no retail employees to pay, and the marketplace profits from advertising and fees for products sold. Much of the overhead costs are the [responsibility of the seller](https://www.thebalance.com/virtual-marketplace-model-successful-1141741) rather than the marketplace owner.

The growing number of customers who prefer an online shopping experience for convenience and price will surely continue to utilize the power of the technology ecommerce marketplace far into the future.

A technology focus on the ecommerce marketplace can pave the way for a new frontier in online shopping. As shoppers continue to find convenience and value in online shopping over in-store shopping, the ecommerce marketplace is bound to grow exponentially in the next few years.

Consumer electronics, one of the most popular product categories for in-store and online shoppers alike, and other technology products should be the focus of a strong ecommerce marketplace that, so far, has been somewhat of a missed opportunity. A technology ecommerce marketplace business model has a lot of benefits to both its owner and its customers and is sure to become the future of the brick-and-mortar technology store.

Also read: [Starting a Successful Ecommerce Business](https://www.aniketwarty.com/starting-a-successful-ecommerce-business/)

A Technology Ecommerce Marketplace – New Frontiers

**Best Advice From Successful StartUp Founders:**

If given the chance to sit down with some of the world’s best business minds, there are a lot of things we’d all like to ask, but there’s one key question on everyone’s lips: how do you do it? And more importantly, how can I replicate it? I’ve rounded up some of the best advice for entrepreneurs offered by some of today’s most successful moguls.

**Mark Zuckerberg, Facebook**

Start with the problem that you’re trying to solve – not with deciding that you want to build a company.

Of course, I couldn’t write an article on entrepreneurs without including one of the world’s most famous tech company founders. While Zuckerberg’s advice might seem counter-intuitive to ambitious entrepreneurs, he went on to explain:

“For anyone that’s had the experience of [building a company](http://www.forbes.com/sites/jacobmorgan/2013/07/10/building-company-ground-up-look-like/#47ae200627d0), you know that you go through a lot of hard things along the way, and I think that part of what gets you through that is believing in what you’re doing and knowing that what you’re doing is really delivering a lot of value to people.”

**Michelle Mone, Ultimo**

Write a business plan and include absolutely everything.

Organisation is key, according to Ultimo founder Michelle Mone. While she highlights the importance of starting with a great idea, she’s quick to add that the real challenge is in the details. In an interview with Jack Wong, she said:

“When you’ve got your idea…you’ve got to write your business plan, and you’ve got to think about everything in that business plan: how you’re going to do it, if you’re going to manufacture it, if it’s a service industry, who your customers are going to be, who your competitors are…You name it, everything has to be in that business plan. And then – how are you going to fund it?”

**Jonah Peretti, Buzzfeed**

_Build a great team._

Buzzfeed founder and Huffington Post co-founder Jonah Peretti puts his successes down to being surrounded by the right people. During a speech at a [Commonwealth Club](https://www.commonwealthclub.org/) event, Peretti shared:

“One of the hardest and most important things is to build a great team. Startups need people with shared values and who also want to go after something big.”

So how do you go about attracting talented employees? Peretti’s advice is to “let people do their best work and be more productive than they would be somewhere else.”

**Nick Woodman, GoPro**

_Create an imaginary [business mentor.](https://www.entrepreneur.com/article/220694)_

It might seem like odd advice from Nick Woodman, but the GoPro creator insists that creating an imaginary mentor relationship with one of his idols – Red Bull founder Dietrich Mateschitz – helped him get where he his today. Elaborating on his idea, he said:

“Imitation of other successful people is a very good way to be successful yourself, and so in lieu of knowing anybody, imagine you know them and then in your own way you can convince yourself you do and you can have your dream mentor. It worked for me.”

**Richard Reed, Innocent Drinks**

_Find the people that can help you._

Richard Reed famously founded Innocent Drinks company after sending an email to everyone he knew that simply read, “Does anyone know anyone rich?”. It should come as no surprise, then, that his main advice is to find the right people to bring on board. On [approaching investors](https://www.washingtonpost.com/business/on-small-business/start-up-advice-dont-make-these-common-mistakes-when-approaching-investors/2014/05/20/2d32619e-e026-11e3-8dcc-d6b7fede081a_story.html), Reed’s advice to aspiring entrepreneurs is not to give up.

“Behind that final no there will always be a yes. You just need to keep on asking.”

He also followed it up by encouraging entrepreneurs to build partnerships:

“My best bit of advice is: get a teammate. Or get two. I think we wouldn’t have had as much trouble as we did if we’d paired up with a mentor and had a more experienced person around the table.”

**Brian Chesky, Airbnb**

_Be able to tell your story well._

When Brian Chesky first founded Airbnb, he went door-to-door to meet his users – a strategy which likely helped him develop his sales pitch for when he met with potential investors and partners. Chesky states that one of the most important lessons he’s learned is to tell his story well – and frequently.

“It’s remarkable how much time you spend telling your story, whether to potential investors, employees, partners or the media. You need to seek out people with leverage and ask for their help in telling your story, as well.”

What do you think of these entrepreneurs’ advice? Do you agree with it? And what’s the best business advice you’ve ever received? Let me know in the comments.

Best Advice From Successful StartUp Founders

The supply chain represents all associations creating and distributing goods, from raw materials to finished products. The supply chain ends when the product is in the consumer’s possession.

Currently, supply chains contain hundreds of phases and dozens of geographic locations. Therefore, it makes it very challenging to track events or investigate incidents. 

Customers and buyers cannot reliably confirm and validate the origin of products and services purchased. So, the price paid for such derivatives and services does not mirror the actual cost of production. 

Moreover, the lack of transparency in the supply chain makes it extremely difficult to investigate. Therefore, holding people accountable for any illegal activities along the chain is challenging, which explains multiple cases of fraud, forced labor, and scandals in supply chains.

 Thus, the issues stain the reputations of these businesses and cost millions to the companies involved.

In short, the sophistication and non-integration of supply chains have significantly hindered wide-ranging end-to-end traceability and assessment throughout the chain.

In this article, I aim to explain what bargain blockchain and IoT technology can fetch and how they can assist with providing answers to the challenges of traceability and supply chain sources.

### Current Challenges and Risks in Supply Chains
Businesses have difficulty handling sudden changes in demand and face embarrassment in mastering acquisition and information flows in their suppliers’ operations. Therefore, companies fail to seek transparency throughout their supply chain while outsourcing for business leverage.

Numerous examples of fraud in the food, pharmaceutical, or automobile industries result in increased financial losses due to recalls and a decline in sales.

In this logic, Deloitte’s current [Global Supply Chain Risk survey](https://www2.deloitte.com/ie/en/pages/about-deloitte/articles/risks-in-extended-value-chain-greatest-concern-in-supply-chain-management.html) determined the following influences, challenges, and risks:

- Erosion of profit margin and sudden changes in market — unstable conditions require quick reactions to sudden changes in direction because, with globalization, stronger competition has squeezed profit margins.
- Alterability effects due to the comprehensive value chain — today’s extensive supply chains, pushed up of multiple layers of stakeholders, significantly increase fluctuation risks in the supply chain.
- Supply chain inefficient risk management — elaborating supply chain risk management schedules is critical to observe, provide decisive predictability of hazards and acquire a proper reaction.
- Lack of end-to-end visibility — the absence of transparent visibility in the supply chain, both interior, and exterior, uncovers companies to additional hazards.
- Technology obsolescence — advanced supply chain administration tools are a considerable challenge for most businesses. They require elevated investments continuingly, which also involves intrinsic performance risks.
### The Implications of Reliability and Framework for an Optimal Supply Chain
As details flow in a supply chain, trust in the information is virtually collected and made known through the information networks of several stakeholders. It is evident that the entire system leans on trustworthiness.

Reliability, in turn, can be determined in the four aspects described below:

- Trust – stakeholders should entrust each other concerning their readiness to share accurate information.
- The significance of the lowest common denominator, the most vulnerable link in the supply chain, determines its effectiveness.
- Since there is no continuity in providing data, each participant must intervene in the lack of data to ensure accuracy and efficacy.
- Information flow limited presentation, the power of collected data to actually and accurately illustrate real-life entities or circumstances, is specified by procedures placed in supply chains to observe and track reserves.
Thus, by assessing influences, challenges, and risks in the supply chain, except the significance of reliability, it is achievable to determine which conditions are for excellent supply chain fulfillment.

### Framework for an optimal supply chain:

- Trust
- Flexibility
- Transparency
- Control
How the integration of IoT into Blockchain can Help?

Blockchain and IoT capabilities can increase the traceability and reliability of Information in the supply chain.

As the purpose here is to provide you with a brief analysis of how technologies could add value to the supply chain, I will stick to some possible functions only. However, I will discuss the qualities without delving into the difference between Blockchains and Distributed Ledgers that deserve their own article due to their expanse and breadth. 

Observing blockchain technology is the distributed open-source architecture that allows digital and permanent commerce records in a P2P network.

Qualities of blockchain technology, which are accountable for improving the creation possibility of all major initiatives, can be rephrased as low cost, transparency, auditing, and trustworthiness (resilience). In the supply chain, such components help decrease the number of arbitrators (trusted validators), resulting in improved efficiency and reduced expenses.

The Internet of Things (IoT), in turn, connects the physical world to the digital world. As such, it allows safe decision-making behaviors to be effectively adjusted through real-world data collection, communication, a collection of said data into knowledge, and, finally, the presentation of assertive results.

 IoT acts complementarily to blockchain technology, allowing systems and users to aggregate data, analyze trends, and perform preventive monitoring. It should be noted that IoT covers not only devices (things, sensors) but a whole system (architecture, infrastructure) that should be practically implemented with sensors and things, networks, integration layers, etc.

Blockchain and IoT solutions can provide the following:

- Continuity in information sharing.
- Helping companies reduce operational risk and ensuring continuous reliability.
- Invulnerable global flows.
They add value to the supply chain because they increase the capacity to control and verify flows from suppliers. They also enable reliable and shared tracking systems to distribute and certify with significant benefits to the consumer. For example, they can ensure that the transportation of their goods is done in proper conditions and time, verify the origin of goods and trace the whole manufacturing process in blockchain, verify and prove the authenticity and origin of goods through IoT devices, etc.

### Blockchain and IoT Use Cases for Supply Chain Management
There are already numerous possible cases of blockchain and IoT application use in supply chain management. In this topic, I bring some of them, seen through the lenses of different industries.

In the agricultural food supply chain, production is fragmented (due to planting mainly occurring in remote and developing areas), with volatile prices, under constant threat of climatic variations. Both blockchain technology and the Internet of Things may not solve all these problems, but they can contribute to transparency and increased efficiency in the coffee supply chain, for example.

 In this context, [Bext360](https://www.bext360.com/#/home), a software platform (SaaS), focuses on critical supply chains, such as coffee, cocoa, seafood, palm oil, minerals (coltan, cobalt), wood, and cotton. After data collection across all stages of the supply chain puts them in the blockchain, creating a permanent record to better track the entire chain, from producer to consumer, thereby increasing supply chain productivity and efficiency.

Similarly, there is [Pacific Tuna](https://www.youtube.com/watch?v=rl6GxBSrZMs), a Pacific Island tuna supply chain traceability project that seeks to eradicate illegal fishing and human rights abuses. Soon, through Blockchain technology, simple scanning of tuna packaging utilizing a smartphone app will tell the history of that tuna. It allows you to know where and when the fish was sourced, by which vessel, and the fishing method. Assuring consumers will be secure buying legally captured and sustainable tuna without using slave labor or oppressive conditions.

In the pharmaceutical industry, issues related to drug safety in the supply chain are incredibly relevant. Tracing “active” pharmaceutical ingredients during manufacturing is a complicated process. Failure to identify drugs that do not contain active ingredients can ultimately cause harm to patients or even the death of the final patient. Hence, the importance of Blockchain application development, which can provide the basis for the complete traceability of drugs, from manufacturer to final consumer, and the power to identify precisely where the supply chain fails during a situation.

[Blockverify](http://www.blockverify.io/) emerges within this context. It is a solution that proposes using blockchain traceability and transparency to detect and effectively combat fraud in the pharmaceutical industry through IoT resources, “widely discouraging” the distribution of counterfeit drugs.

Finally, Riddle & Code develops security for IoT features using distributed accounting technologies to keep data and communications confidential.

### Final considerations

Blockchain technology, coupled with IoT (Internet of Things), is a great promise to improve Supply Chain efficiency and reliability across industries drastically. [International Data Corporation](https://t0n0v6z0c6ex1u38-38139658377.shopifypreview.com/products_preview?preview_key=24843a6755d2794f33e503acba2b1cea) (IDC) suggests spending on blockchain solutions worldwide will reach US$ 2.2 billion by 2023, more than double the US$ 945 million spent in 2022. By 2023, the expectations of annual spending should reach US$ 9.7 billion.

The potential for applying said technologies to the supply chain is significant. Leaving the concept and pilot tests to implement feasible solutions effectively will require blockchain technology to be developed more deeply, in addition to the need for organizational transformation and the desire for collaboration among all those involved.

For now, IoT and blockchain technologies are evolving and need to mature to ensure effective traceability throughout the supply chain and reduce risks via increased efficiency.

However, this evolution will not occur without the joint efforts of all the various actors in the supply chain and an open
environment leading to the implementation of said technology.

Bringing Blockchain, IoT, and Analytics to Supply Chains

In these quickly changing markets, how can you be sure that your business has adequate risk management strategies? With so many mid-size businesses failing, both before and after the pandemic, you might be wondering how their risk management strategies didn’t seem to work at all.

I’ll let you in on a little secret when calculating business risks – the key is to calculate your risk based on where your profits come from. Keep reading to learn everything you need to know about risk management while keeping your profits in mind.

### What is calculated risk in business?
In business, calculated risk is known as “a carefully considered decision that exposes a person to a degree of personal and financial risk that is counterbalanced by a reasonable possibility of benefit.”

On the way to building a business, every business owner has assumed some sort of risk, whether it’s taking out a loan or hiring a new employee. As your business grows, you’ll constantly have to assess risk, even as your business gets off the ground. So, how can you tell if a risk will be worth it?

Many factors go into risk management, including your business finances, profits, specific calculations, and your industry expertise and skills. When you take all of these factors into consideration, you can make good decisions about business risks.

### What are the different types of business risk?
As I mentioned previously, owning and operating a business always requires some level of risk – it doesn’t matter if you are just starting out or have been in business for several years. Different kinds of business risks include financial risks, reputation risks, operational risks, compliance risks, and fraud risks. Risk management takes all of these factors into consideration.

### How can I measure risk?
There are several ways to measure risk. One of the most common risk management measurement methods is standard deviation, which calculates the dispersion of results from the expected value. Another standard measuring tool is the Sharpe ratio, measuring the return on an investment in relation to its risk. While there are many options for measuring risk, let’s dive deeper into how to calculate risk with profits in mind.

### The importance of putting profits first
Many companies use a risk heat map to assess their level of risk. These maps examine massive risks like natural disasters or smaller ones like sales force effectiveness. Unfortunately, risk heat maps don’t consider all of the granular factors, especially risks that threaten profitability in today’s fast-changing markets.

Simply put, a risk heat map is a mapping of the risk magnitude of various business elements. The likelihood of problems is on one axis, and the element’s importance is on the other. These maps don’t consider details like where the majority of profits come from, which customers are spending the most money, and which products are the most lucrative.

Instead of using a risk heat map to assess risk, businesses need to integrate their key, profit-generating customers, products, and operations into their risk management process. But how exactly should entrepreneurs and business owners start doing this?

Transaction-based profit metrics are a great place to start. When business owners begin to use transaction-based profit metrics and analytics, it’s easy for them to see that their customers generally fall into one of three categories:

- Profit peaks: these are high-revenue, high-profit clients. Usually, these are the 20% of customers that generate 150% of the profits.
- Profit drains: these are high-revenue, low-profit customers. Typically, these are the 30% of your clients that can erode 50% of your earnings.
- Profit deserts: these are low-revenue, low-profit clients that consume 50% of the company’s resources.
Once you realize that 20% of your customers generate 150% of your profits, the most critical risk management factor is to protect and grow these profit peaks. Then, you can examine your profit drains to determine if their losses are growing or diminishing. If the losses are growing, it’s important to implement risk mitigation measures to reverse the growth or potentially reprice these relationships. You’ll also realize that risk factors affecting your profit deserts are insignificant to your overall profit unless they impact large numbers of customers.

Analyzing your risk based on these three factors is a better way of determining the right decisions for your company. Calculating your risk with these factors in mind makes risk assessment more manageable, actionable, and comprehensive.

### Using a profit contour
Rather than using a risk heat map, it’s better to use a profit heat map. The best way to configure this image is through a “profit contour.” This matrix includes the customer profit segments on the vertical axis and the product profit segments on the horizontal axis.

It’s simple to create similar profit contours for important combinations, like products and stores, or sales representatives and customers. Through a profit contour, you can identify risk factors that endanger the protection and growth of profit peaks, which can then immediately be mitigated.

### Different ways to calculate risk management
In addition to using a profit contour, there are three other common ways to measure business risk with profit in mind. Each of these methods is used to track potential value changes within a period of time.

### Earnings at Risk (EAR)
Earnings at risk is the change in net income resulting from interest rate changes over a specific time period. EAR can help risk professionals and investors understand how changing interest rates can impact a company’s finances and cash flow.

This calculation involves balance sheet items known to be sensitive to changes in interest rates and generate income or cash flow. Here’s an example: a bank may have 90% confidence that the gap in expected earnings due to interest rate changes will not exceed a certain amount of money through a given period. This example is known as its earnings of risk.

### Value at Risk (VAR)
Value at risk deals with a company’s total value. This measures the overall change in value over a specific amount of time with a certain degree of confidence. VAR calculates the financial risk correlated with the total value of the business. This calculation is much broader and more generalized than figuring out how interest rates impact cash flow. VAR measures the maximum potential loss over a specified time period.

Here’s an example of VAR: a company has a 5% one-year value at a risk of $10 million. In other words, there is a 5% chance that the business could lose over $10 million in a year. You could also look at it like this: there is 95% confidence that the firm will not lose $10 million in a year.

### Economic Value of Equity (EVE)
The economic value of equity is mostly used in the banking world. This model measures the amount that a bank’s total capital could change due to interest rate fluctuations. EVE differs from VAR and EAR in that a bank uses the value of equity measure to manage its liabilities and assets. This cash flow calculation subtracts the present value of expected cash flows on liabilities from the current value of expected cash flows.

### Other Common Formulas for Risk Calculation
### Contribution Margin Ratio
This ratio is the contribution margin as a percentage of total sales. The contribution margin ratio is calculated as sales minus variable costs. Here’s how you can calculate the contribution margin ratio:

- (Net Sales Revenue – Variable Costs) / (Sales Revenue)
### Degree of Operating Leverage
Also known as the DOL, the degree of operating leverage is a financial efficiency ratio measuring if a company’s variable or fixed costs are higher. A low DOL implies that a business’s variable costs are larger than its fixed costs, and a high DOL means that fixed costs are higher than variable costs. With high variable costs, a significant increase in sales will not lead to much of an increase in operating income.

Here’s the formula for the degree of operating leverage:

- DOL = [Quantity x (Price – Variable Cost per Unit)] / Quantity x (Price – Variable Cost per Unit) – Fixed Operating Costs
- DOL = % Change in Operating Income / % Change in Sales
- Contribution Margin / Operating Income
### Degree of Financial Leverage
Simply put, the degree of financial leverage measures the amount of debt a business holds. A business’s debt creates additional risk to the company if income varies since debt must be serviced. No matter the revenue, a business must pay interest on the debt. You can calculate this formula in the equations below:

- DFL = % Change in Net Income / % Change in Earnings Before Interest and Taxes (EBIT)
- DFL = % Change in Earnings per Share (EPS) / % Change in EBIT
- DFL = EBIT / (EBIT – Interest)
If the ratio equals 1, then the business has no debt.

### Degree of Total Leverage
The degree of total leverage, or DTL, calculates the number of unit sales that will affect the business’s net income or the net earnings per share. Here’s the formula:

DTL = DOL x DFL
With this formula, you can also determine how much an increase in revenue can increase the earnings per share.

To Summarize:

Among most of the businesses that I have conceived, partnered, or been in as purely an investor, most of those that raised OPM (Other People’s Money) crashed. You can easily see why when you fund any company, and just see where the money actually goes.

True, but not that funny, is an example of a company in Costa Rica – where I’d invested – which had weekly expenses $2000 for “Coke” which is too high for the said soda, and too low for the Pablo Escobar thing. As it turned out, it was a combo of both. Too many investors have had their money down the drain because of such wayward incidents and erratic founders.

Eventually, I came to the conclusion, that whatever new venture I put my time/resources into, would not have any outside funding or outside partners. It would be a one-man show – my mistakes would go in the wastepaper bin, and I would be responsible for the accolades and the brickbats. Even from me to me…

As it turns out, the reasoning was as good as gold, and I never look back. 5 people are enough to be that Unicorn that others shout from the damn rooftops about after garnering hundreds of millions in funding! Yes, I enter the riskiest businesses on the planet after months of research and planning and create that elusive Unicorn from scratch.
It’ll stay this way. For me.

Calculating Business Risk Based on Where Your Profits Come From

Companies embark on projects every year in every department, most typically in sales and marketing. These projects can range drastically in scope and scale, from launching a new product line to improving existing operational procedures for greater cost-efficiency.

The problem that many companies face when implementing new projects and deriving benefits from them is the lack of an effective strategy that aligns all their projects under a single banner.

As a result, they spend millions or even billions of dollars on projects that don’t actually fit the vision of the company or fulfill its goals. All this money, time, and energy is completely wasted. Countless projects are shut down without warning or are otherwise forced to limp on in a kind of limbo, never brought to the finish line as they bleed company resources dry.

Companies that don’t have an effective business strategy and don’t prioritize project management lose out big in the end. A survey in 2018 by the Project Management Institute (PMI) [~~revealed~~](https://www.businesswire.com/news/home/20180215005610/en/1-Million-Wasted-Every-20-Seconds-by-Organizations-around-the-World) that on a global scale, these organizations waste around $1 million every 20 seconds. That adds up to about $2 trillion per year.

Think about that number for a second. Two trillion dollars, completely down the drain. All because companies aren’t aligning their projects with an overarching business strategy.

In this article, I’ll discuss the importance of having a business strategy, the various purposes of projects, and how to close the gap between the two.

### What Is a Business Strategy?
As a company, you have certain goals. These can be large-scale or small-scale, but in the context of business strategy, we’re referring to the goals you have for your company as a whole, not department by department.

To reach your large-scale, company-wide goals, you must have a business strategy. This is your roadmap or guidebook that you will always refer back to stay on track.

For example, if your current goal for your company is to expand your target demographic from adults in their 30s and 40s to young adults in their teens and 20s, your strategy will always be centered around that. It will involve all your different departments, from R&D to sales to marketing, working together to achieve this one thing: expand the target demographic to teens and 20-somethings.

Having a business strategy is absolutely critical. Not only does it keep your company united on all fronts and help you reach your goals faster, but it can help you in one other critical area. It can help you decide which projects to invest in, and which ones to send back to the drawing board before they take a single cent out of your bottom line.

I explain how later in the article, but first, it’s important that I lay out a clear definition for “projects” and show you how they differ from your business strategy.

### What Is a Project?
A lot of people confuse project management with strategy.

While projects do help a company achieve the overarching purpose of the business strategy – in fact, that should always be one of the primary objectives of the project – they do so on a micro scale, not company-wide.

Projects also come with stricter timelines than a business strategy. Obviously, it can take a long time to implement a strategy, and depending on how lofty the goals are, the end date is not always clearly defined.

That’s why you need projects, as these are small, actionable goals that will make achieving the large-scale ones much more realistic.

To illustrate what a project is and what it entails, let’s say that in your efforts to gain a new audience of teens and twenty-year-old’s, you decide that your digital marketing department needs to expand its current efforts onto new social media platforms. You decide that your marketing team needs to develop, present, and embark on a plan for establishing a TikTok account and a certain number of views or followers by the end of the 2nd quarter.

What you’ve just created is a project. It has a start date, a deadline, and a result.

You’ll have dozens if not hundreds of projects like this throughout the year. Most companies have a budget that they dedicate to just these sorts of expenditures. Chances are, you’ll have a few that will fail through no fault of your own or your team’s. But the chances will be greater if you don’t have a business strategy.

Why is that? Allow me to explain.

### The Gap Between Projects And Strategy
Without an effective, well-thought-out business strategy that informs all your company’s projects, your project budget is at high risk of running you out of thousands of dollars (or millions of dollars, if you own a large enterprise or corporation). Either you’re going to exceed your limits due to lack of oversight, or your resources are going to be so inefficiently used that you receive no ROI by the project’s end.

All of this will happen because there is a gap between your projects and your business strategy.

Why does this gap exist? Here are a few common reasons.

- A lack of communication between departments, between project managers and CEOs, and between employees and their supervisors.
- A lack of vision across the entire company. No one in the lower levels of the company hierarchy knows what the company’s goals are, what their strategy is, or what the projects they’ve been told to work on are for.
- A lack of business strategy. The company is just floundering around without a roadmap or a guidebook. Confused and unable to identify what projects will provide the ROI they seek; they instead pour money into whatever ideas seem good at the time.
- A lack of clearly defined goals. Without goals for the future, a company is truly and totally lost.
Do any of these reasons sound familiar? If so, then you know you must address them before you can close the gap between projects and strategy. We’ll show you how to accomplish that feat below.

### How To Close The Projects And Strategy Gap
When you’re ready to align your projects with your business strategy, here are some tactics to follow.

### 1.   Keeping The Projects that Will Advance Your Business Strategy
This tactic may sound obvious when you say it out loud, but sometimes it’s the obvious answers that are the most overlooked.

Keep the projects that will advance your business strategy and shut down the ones that won’t.

To decide which projects fall into the “keep” category and which ones go in the “throw-away” category, assemble a team and look over your current slate of projects. (Yes, this counts as starting a new project, but it’s okay because the purpose of it is to align all the others with your business strategy.)

Next, ask yourself and your team: which projects directly advance your overall business strategy? Which ones are primed to provide an ROI that will help you meet your company’s goals? Write all of them down on a list.

Now, take all the other projects and go through them one by one. Are they adding anything to your company? Are they aligning with your strategy? If the answer is, “No” on any of them, consider shutting them down completely so you can redirect those resources to more profitable outlets.

Streamline your projects down to the point where you only keep the ones that are helping you open. The others are time wasters and money sinkers. They need to go in the trash bin.

### 2.   Analyze Each New Project Through A Strategy Lens
Whenever someone in your company or you yourself proposes a new project, huddle up with your team and analyze the project through a strategy lens. See how the budget, the start date, the resources, the deadline, and the result line up with your business strategy. If it doesn’t contribute to the cause, that’s a sign that it’s time to go back to the drawing board.

### 3.   Keep Everyone In Your Company Informed And Aware Of Your Goals
Projects often bottleneck midway because the staff members who are carrying them out are unaware of what their ultimate goal is.

If employees who are working on a project are not putting their best foot forward or directing their time and energy to the right places, it could simply be because they don’t know what they’re doing or why. They’re just blindly following the orders of their project manager, who in turn may be blindly following the orders of their department head, and so on.

It’s wise to keep all your staff members, from the lowest-paid intern to the CFO, informed about and aware of your business’s goals. Whether you share the details of those goals and how you plan to reach them company-wide with everyone is up to you. But for the sake of morale, as well as guiding your staff members’ focus, give your employees an outline of what your company is trying to achieve and remind them that they’re making it happen through their efforts, however big or small they may appear.

### 4.   Use AI To Predict Future Projects’ Performance
Artificial intelligence technology has progressed to the point that it is now helping companies predict the solvency of certain aspects of their business strategy. This includes predicting the future performance of certain projects.

With enough data, AI prediction software will enable you to determine the feasibility and profitability of a project before you even put wheels to the ground.

### Conclusion
The gap between projects and strategy is costing organizations around a total of $2 trillion per year, as of 2020. This is emblematic of just how much money can be lost to pointless projects that don’t align with your business strategy or meet your company goals.

By closing that gap, you’ll save thousands if not millions of dollars a year and be able to redirect those resources to projects that will actually produce a tangible ROI.

I entered the online gaming space in 2006-2007, another high-risk enterprise, as an investor. It began with a promise of a top-end poker site with our own software, poised to be the next partypoker.com – the world’s number one poker site at that time with an $8B market cap on the LSE. Our poker site was to be an apt mimic for a reprisal of that same business model.

When things did not materialize for over a year, I had to step in to interfere in that enterprise; to move from an investor to an active CEO. That was the first strategy.

I also realized strategy-wise, that the B2C offering that was taking too long to be built (3 years before us pumping in funds and one year after) – had lost the plot and the initiative. Too late to launch is a thing, too. Kinda lost in translation and efficacy. I closed down most of the underperforming units spread across the globe and eating my money. Firing spree. Strategy two.

I pivoted the company from a b2c poker website to a b2b gaming software enterprise, turning a commission-based price model to a royalty and revshare-based one. That initiated a whole new set of projects to kickstart and align with this core strategy that I ushered in.

There were loads of other projects that had to simultaneously be launched, that involved merging, buying of companies, revamping the product, viable, path-breaking marketing, and loads of others; they were all aligned with the core strategy of the master pivot.

And it worked. From the world’s foremost wannabe poker site, we seamlessly – albeit with a lot of effort and juggling – switched to a pretty successful “gaming software provider”.

Closing The Gap Between Projects and Strategy

### Common Mistakes StartUp Companies Make:

Starting a business from scratch can be daunting even for the most ambitious entrepreneur. There are a lot of conflicting opinions on what you should be doing, but there are a few things that many founders agree you definitely should not. I’ve put together here a quick list of mistakes to avoid when you’re setting up a start-up.

**Picking the Wrong Employees**

When founding a start-up company, your employees will be your greatest assets. It’s important to weigh up salary expectations against the skills you require. Often companies will turn to interns as a way of keeping costs low, but if you don’t have the resources to train up junior staff members you could end up costing yourself in the long run. Instead, invest in talent in the areas that will be most important during your early years, such as tech, marketing and customer service.

Not only do you need people with the right skills and experience, it’s important to find people who share your company ethos. Your first staff members will often end up being your core team, and will have major input in the way the company is run, so it’s important that you [hire employees ](http://www.forbes.com/sites/neilpatel/2016/09/19/5-key-traits-to-look-for-when-hiring-employees-for-your-startup/)that share your vision and ideals. You also need to ensure you find people who understand the nature of start-up businesses: there will often be long hours and unexpected problems to tackle, and you need a team behind you who are willing to put in the hard work it takes to develop your business.

**Setting High Expectations**

Unfortunately, there are no fairy-tales in the start-up world. Even the most successful start-ups have taken a long time to establish themselves. Many companies make the mistake of setting themselves high targets during their first year and suffer a drop in morale when they fail to reach them.

While it’s good to look at the rest of the market to get an idea of what you should be aiming for, don’t expect to be hitting the same heights as well-established organisations.

It can also be tempting to present ambitious projections to potential investors, but it’s important to stay realistic. It’s far better to exceed a reasonable target than it is to miss an excessive one.

**Being Afraid of Change**

Most start-ups are set up because the founders are passionate about their idea and their business, so it can be tough to let go of that original plan. But what looks good in theory sometimes doesn’t work in practice, so one of the most important attributes in a start-up business is flexibility.

Trial and error might not be the fastest way to learn, but it’s often the most efficient. If you realise that your processes aren’t as efficient as they could be, get inspired by a competitor company or site or notice you’re attracting a different market than you originally thought, don’t be afraid to change course – even if it means putting aside work that’s already been done. It’ll be well worth it in the long run. A starup company CEO and the founders always have to be on the proverbial ball, practically 24/7!

#### Related: A Startup CEO Secrets Revealed

**Ignoring the Budget**

When you’re working on a project you love, it can be all too easy to get swept up in the idea and forget about the practicalities. It might be frustrating to be held back by the budget, but it’s far better than overreaching and running your business into the ground.

Entrepreneurs tend to be natural gamblers – after all, it’s a big risk to set up your own company – and that can be a habit that’s hard to break. It’s often tempting to pour money into an idea that you’re sure will make you big returns, but there are never any guarantees. You have to be prepared for your ideas to fail – no matter how sure you are they won’t – and think about what that will mean for your company financially. Is it a risk you can afford to take? And, importantly, is it worth it?

**Not Creating an Identity**

There’s nothing wrong with taking inspiration from market leaders, but often small companies will try and replicate the tone of voice or trademark style of popular brands. If you’re not offering anything new or unique, your audience will have no reason to stray from the brands they’ve already tried and tested.

Figure out what makes your company unique and capitalize on it. That might be your product, or it could be your ethos, your business model or even the audience you’re catering for. Make sure your USP is clearly highlighted – preferably in your name or tagline, so that it’s easily associated with your brand.

You can also use your advertising and your web presence to give your brand a clear identity. Try and convey a consistent personality through your copy and imagery; ideally, your brand’s style should be instantly recognizable.

Have you started your own company? Tell us about the mistakes you’ve learned the most from in the comments below. Or, if you’re still in the early stages, what’s the best advice you’ve received so far?

Common Mistakes StartUp Companies Make

Over the past few years, a new approach to launching companies has emerged. Known as the “lean startup methodology,” it’s helping founders apply Agile philosophies in the earliest stages of a company or product launch to minimize waste, optimize investment, and generally ensure shorter development cycles.

But what’s the alternative?

In the past, if you were getting ready to launch a business, you would get busy and write a business plan. You’d research the competition, forecast, and hypothetically plan the next five to ten years of your company’s life. You’d then use your completed business plan to go out and raise the investment you need to build the product and launch the business. For the most part, you’d be doing all this behind the scenes; meaning you’re not yet at the stage where you’re speaking to customers or soliciting feedback from them.

Lean startups, in contrast, start with a problem to solve. They build, test, measure feedback, revise the design and rethink previous assumptions, gathering customer feedback at every stage. Products undergo constant iteration cycles to make them better. This strategy dramatically reduces waste because you won’t be throwing away time or money launching products that no one wants.

In the end, if you want your company to succeed, [you need to know that it’s got an audience](https://www.aniketwarty.com/b2b-market-segmentation/). Lean startup is a way to gain confidence in that area. It gives you a leg to stand on when you go to market, proving the concept before you waste a lot of time and effort on it. So, all in all, pretty easy to understand why it’s the better way.

### What is a Lean Startup?
The term lean startup was coined by an [entrepreneur named Eric Ries](https://theleanstartup.com/). He published a book (by the same name) back in 2008 that centered around methods that could be applied to new companies to minimize risk and improve the chances of success without excessive waste of resources.

The basic idea is that startups should focus on creating a minimum viable product (MVP) and then iterate based on customer feedback. That’s a lean startup in a nutshell. Instead of spending months hammering out a detailed business plan that maps out the next five to ten years of your life, you solicit direct input from the people you intend to sell the product or service to, and those insights inform how you proceed.

After all, no matter how convinced you are that your idea will fly, it will fail its worth.

Data and information gained during these critical early stages help you make the product better. It will also help you achieve a minimum viable product (MVP or prototype) faster than you would under normal circumstances.

The ultimate goal of lean startup methodology is to eliminate waste in the earliest stages of development. Done right, it will underscore your development cycles and help you reach your goals with a lot less effort, guesswork, and funding. You build, measure, learn, and then apply those lessons to the new and improved iteration. Then you repeat the process and continue to do so until you achieve your goals.

Need more data? Let’s deconstruct.

### Why a Lean Startup is Better
Launching a business isn’t easy. In fact, according to the [Bureau of Labor Statistics](https://www.investopedia.com/financial-edge/1010/top-6-reasons-new-businesses-fail.aspx), 20% of new companies in the US fail in their first year. 45% fail within five years, and 65% in just ten years.

The odds are not with you! That being said, you can do many things to improve your chances of success. Lean startups go against the traditional mindset, but they make so much more sense in the current competitive business environment. Getting to market fast is critical if you want to dominate your niche, and the time and resources required in a traditional workflow might put you on the wrong side of the eight-ball as your competitor’s race on past.

To summarize the benefits of lean startups, here are a few things to consider:

- Accelerates time-to-market. The faster you get to market, the more likely your product will be viable for the market at the time.
- Reduces waste and costs. You won’t waste a lot of time and money on activities that don’t matter.
- Reduces risk of failure. The faster you can produce an MVP, the lower your risk.
- Progressive and measurable improvement. You learn and measure as you go. Each iteration improves on the last, and changes are implemented based on actual data.
- Establishes a sustainable business model. The iterative process is Agile and sustainable, meaning you will continue to learn, grow, and evolve because it’s built into your company’s DNA.
### Key Principles of Lean Startups
Understanding the core principles of lean startups is critical to success. The framework can be adapted to any type of business in any industry, but it is especially relevant for startups because it helps reduce risk and increases the potential for a positive outcome.

### 1.      Customer Development
Customer development requires open dialog with key stakeholders. These people should, ideally, represent your ideal buyer (or what you think is your ideal buyer—your research might prove otherwise, but let’s start there). You’ll need to be constantly speaking to these prospective customers to validate your assumptions about the problem you’re solving and the solution you’re offering. This feedback is essential to help you determine whether you are on the right track.

### 2.      Build
Can your product be built? Should it be built? Can you create a sustainable business based on this product?

Think of the initial build stage as research. You’re creating an MVP. The product won’t be ready for the market but will represent a basic example. Keep the “minimum” aspect in focus. Don’t overcomplicate the thing. Make something that contains the basic framework.

### 3.      Measure
Now that you have your MVP, you’ll need to take it to your prospective customers, get them to test it, and find out what they think. Most founders have a good idea of what their customers want and feel that their product solves a problem for them. The feedback you receive in this stage might confirm or tell you otherwise. Once you have that input, you’ll measure it against the initial idea and make changes, so it better aligns with what your customers tell you. In the software world, this is called agile development.

### 4.      Learn
At the learning stage, you’ll have your MVP and should have a pretty good idea of whether you should move forward and create a business around your product. Is there enough interest to indicate that the product will be well-received in the market? Or are there concerns pointing you back to square one? Generally, at this stage, you’ll be deciding whether it’s a “go” or a “no.” Sometimes the “no” is still a positive – anything that contributes to improvement is good.

### 5.      Iterate
If you need to change your idea, you’ll repeat the build-measure-learn loop. You’ve validated assumptions about the product and may be able to leave others behind; either way, the result is always an improvement over the previous version. Since you are getting your data directly from your target customers, you’ll be able to focus on details that really matter instead of relying on intuition alone.

### Final Thoughts
Launching a new business is exciting, but like anything else in life, it’s critical to give it a good environment to grow. Lean startups achieve their goals faster, meet customer needs, and succeed more reliably than those that apply a traditional approach.

How a Lean Startup Approach Changes Everything

**How do You Know you’ve got a Good Business Startup Idea?**
It seems like the business world is heavily saturated with start-ups right now. The [Small Business Agency](https://www.sba.gov/) estimates that around 543,000 new businesses get started each month – and every founder thinks they’re on to the next big thing.
So the big question is this: how do you know if your business or startup idea is any good? I’ve put together a quick guide to assessing your startup or business idea.

**Identify Your Market**

[In the words of Mark Zuckerberg](https://www.aniketwarty.com/best-advice-successful-startup-founders/), “start with the problem you’re trying to solve in the world.” Figure out why your product is important, and to whom.

Not only will this help you see where your business would fit in in the real world, it will help you develop your idea into the most efficient solution possible.

In order to narrow down your potential customers, think about who your key target audience will be. Create a [customer](http://www.convinceandconvert.com/social-media-strategy/how-to-create-customer-profiles-to-reach-your-target-audience/) profile to help you better understand your average consumer, and then make your decisions with that persona in mind.

You can use this information also to help you decide which advertisers you should be approaching, what your image should look like and who your potential investors might be.

You also have to think about the type of market you want to enter into. While niche markets will likely mean less competition, they also mean less potential customers.

On the other hand, by targeting a broader market you lose some of the authority that you could gain by positioning yourself as an expert in one area.

It’s up to you to figure out which model will be best suited to your particular business – and your skills and expertise.

**Check Out Your Competitors**

After you’ve identified your market, it’s time to dive right in and see what else is out there. Find out who the industry leaders are and figure out what makes your product different to theirs.

By looking at what your competitors have to offer, you’ll be able to better identify your unique selling point, or [USP](http://www.economist.com/node/14301696).

This could be a more advanced product, it could be a lower price tag or it could simply be a unique company ethos.
It’s important to remember to look at not just the most widely known or the most profitable companies, but also the companies with a memorable brand and a loyal following.

When setting your expectations, you should also try and seek out companies of a similar size and standing to yours; there’s no point pitting your start-up drinks company against a corporation like Coca-Cola.

Scoping out the competition is also a great way to gain valuable insight second-hand. See what you can learn from them: what have they done right and what could you do differently – and more importantly, better?

Have a look at their social channels, their marketing campaigns, their websites and their storefronts. Public corporations will also have quarterly or annual reports available as public information, which can be useful when doing research.

**Market Research**

Once you’ve got your idea, found your USP and figured out who your audience are, it’s time to see what they think.

Getting feedback from the right people early on will be instrumental in developing and improving your business.

You can choose to outsource this research to a dedicated [market research agency](https://www.marketingdonut.co.uk/marketing/market-research/choosing-a-market-research-agency), or you can conduct it yourself.

Agencies will save you a lot of time and they can be an invaluable resource – particularly when you’re looking for large quantities of information – but market research doesn’t always have to be grand scale – especially in the early stages.
Get opinions from family and friends who you trust to be brutally honest with you, and preferably who fit into your target market.

Once you’ve got your feedback, your next challenge is to listen to it. When you’re passionate about an idea, it can be tempting to block your ears when someone points out problems with it, but your market research will be your best indicator of how your product or idea will be received by the public.
It doesn’t matter how much you like it if your consumers disagree. Take feedback on board and don’t be afraid to make big changes according to what you hear.

**Crunch the Numbers**

While you might start out with the idea, you want to end with a profit, which means that you need to ensure your business idea is going to make you money. Sit down and [write out a detailed business plan](https://www.gov.uk/write-business-plan). Work out your overheads and weigh them against your projected takings and then ask yourself the tough question – is it worth it?
If it looks like your business might cost you more than it’ll make you, there’s no need to give up straight away. Instead, think about what you can change. Which costs can you cut out?

What can you put off until later, when your business will hopefully be in a more comfortable position? Could you increase your prices to account for your costs?

You also shouldn’t be disheartened if you’re not seeing results straight away; very few businesses make a profit in their first year.

You do, however, need to think about the future and when you do expect to be turning over a profit – both for your own benefit and to present to potential investors.

Of course, markets (and a number of other variables) change, so you’ll have to continually re-evaluate your projections as you go. 

**Seek Advice, Mentors and Partnerships**

When trying to figure out if your business idea is any good, some of the best feedback you can get is from other business people who are invested – or considering becoming invested – in it.

Many successful entrepreneurs maintain that having the right people surrounding you is the most important key to starting a business.

Approach people who you trust and respect to become involved in your company – either as [business mentors](http://startups.co.uk/finding-a-mentor/) or as partners. Pitch them your idea and take their advice on board, even if – or should I say especially if – it’s negative.

Listening to constructive criticism is essential to developing your business, particularly when it comes from people who really know what they’re talking about.

You can also gauge the popularity of your idea by the response you get from potential investors.

If you have a lot of interest from serious investors, you can be confident that you’re onto a good thing. If you’re struggling to find investors willing to come on board, don’t be afraid to ask why.

You might be surprised by their answer, and their feedback could help you improve on your original idea.

**Test the Waters**

You’ve got your idea; you’ve found your market; you’ve got your business plan; you’ve got your team – now’s the time to put it all into action. Ultimately, there’s no substitute for real world experience.

Start with a small launch or a trial run in order to gain real customer feedback. For example, [soft openings](http://www.wisegeek.com/what-is-a-soft-opening.htm) are a great way for restaurants and other hospitality businesses to introduce their brand to new customers while still leaving room to make last-minute changes or improvements.

It’s also an opportunity for new staff to practice their roles and get familiar with processes and procedures.

Similarly, app companies or other businesses in the tech sector might have a trial evening, where a select group of customers are invited to try out a new game or product.

As well as giving developers a chance to gain valuable feedback and make any edits before the product goes live, these events can be a great way to generate publicity and get your audience talking.

**Trial & Error**

Of course, even once you’ve entered the market, there’s still plenty of work to be done in order to maintain your business’ quality.

And the old adage “don’t fix what isn’t broken” doesn’t apply here; sustainable businesses are ones that continually come up with new ideas and improve on old ones.

With technology constantly changing and new start-ups always entering the market, it’s important to stay agile and to be able to keep up with the times.

Don’t be afraid to test out new ideas, because even if they aren’t successful, you can learn from them and use that information to come up with your next idea.

And if an idea is successful, don’t be afraid to develop it further. Remember, just because your original idea is good, it doesn’t mean that it couldn’t be better.

 

So, what do you think? Do you believe in the light-bulb moment, or do good ideas take a lot of pruning? Share your thoughts in the comments.

How do You Know you’ve got a Good Business Startup Idea?

Between smartphone data to security cameras, the Internet of Things is rapidly changing our society. Keep reading to learn how the IoT will impact finance in 2023.

### What is the Internet of Things?
The Internet of Things (IoT) is a term used to describe a rapidly growing network of physical objects connected to the internet that are embedded with sensors, software, and other technologies which enable them to collect and exchange data with each other. The data they collect is used to inform and automate decisions, actions, and services to improve efficiency, safety, and convenience.

These “things” can be everyday items such as home appliances, industrial machines, vehicles, or even wearable devices. These objects can then collect and exchange data with each other and other connected devices. This data informs and automates decisions, actions, and services to improve efficiency, safety, and convenience.

IoT is revolutionizing how we interact with the world around us and opening up a new era of interconnectedness. For example, a smart home equipped with IoT devices could allow homeowners to control their lights and thermostats from their mobile devices, or a connected car could alert a driver about traffic and dangerous driving conditions. Additionally, you can use IoT devices to track inventory, monitor energy usage, and predict maintenance needs in industrial settings.

### How IoT will impact the finance world
### Automation of financial services
The Internet of Things is revolutionizing how financial transactions are carried out. In fact, automation of these transactions is becoming more and more commonplace as devices become more interconnected.

With the IoT, businesses can monitor and manage their finances remotely and securely. Automated financial transactions allow for better organization of economic data, faster processing of payments, and improved security. Moreover, the automation of financial transactions through the IoT allows for the integration of various systems, such as accounting, banking, and billing, into a single platform. This makes it easier for businesses to track, analyze, and report financial data.

Automation reduces the risk associated with manual transactions, as data can be stored and accessed securely, eliminating the need for manual intervention. It can help businesses save time and money, as they no longer have to process and record transactions manually.

Furthermore, the IoT enables financial institutions to provide real-time payment notifications and updates. This allows customers to stay informed on their financial activities and quickly respond to any changes in their accounts. Financial automation has also opened the door for developing new technologies, such as blockchain, which can further enhance the security and reliability of transactions.

### Better financial decision-making
The Internet of Things has revolutionized financial decision-making by providing valuable insights into consumer behavior. IoT technology enables businesses to gather data from various connected devices and analyze it in order to make better financial decisions.

Through this data, companies can identify trends and patterns in consumer spending, which can help them to better understand their customer base and create more effective marketing and sales strategies. Businesses can also use IoT technology to track customer loyalty, develop customer segmentation strategies, and make personalized offers tailored to each customer.

In addition to helping companies make better financial decisions, this technology can help to improve operational efficiency by providing real-time insights into how processes work. For example, IoT data allows companies to optimize their supply chain processes, identify areas of waste, and analyze resource utilization. In turn, businesses can adjust their operations in order to maximize efficiency and reduce costs.

IoT technology can be used to create more secure financial systems. IoT-enabled devices can create secure payment systems that are more difficult for hackers to penetrate. In addition, IoT data can detect fraudulent activity and alert companies of any suspicious behavior. This helps protect businesses from financial losses and improve the security of their financial systems.

### Better financial security
IoT has already had a tremendous impact on our financial security by allowing us to keep better track of our finances, manage our investments, and protect our assets. The IoT has opened up new avenues of financial security by allowing us to make more informed decisions.

We now have access to real-time data that can help us make more informed financial decisions. This includes access to market trends, news, and even real-time stock prices. We can use this data to make wiser investments and to stay up to date with the ever-changing markets.

The IoT also allows us to better manage our assets and investments. You can now keep track of your investments from your smartphones and tablets and make informed decisions on when to buy and sell. This can help you make better investment decisions and minimize your losses.

This technology has also enabled us to better protect our assets. We can now use security systems that are connected to the internet and use data to detect and alert us of any potential threats. This can help us prevent theft, fraud, and other security issues and keep our assets safe.

### Integration of digital currencies
The increased use of digital currencies is a direct result of the rise of the Internet of Things. With the increased automation and data exchange that IoT enables, more people are using digital currencies to make payments, investments, and transfers. Digital currencies provide users with a secure, fast, and cost-effective way to make payments without having to worry about the traditional financial system. This is especially beneficial for those living in countries with unstable economies, where the conventional banking system is unreliable.

Using digital currencies also gives users more control over their finances. By using digital currencies, users can keep track of their spending, investments, and transfers, giving them more control and flexibility in managing their finances. Additionally, digital currencies can be used to make purchases from merchants and vendors around the world, making it easier for consumers to access goods and services from anywhere.

The combination of the Internet of Things and digital currencies is creating a more interconnected world and opening up new opportunities for businesses and individuals alike. As our lives become increasingly connected to the internet and technology, digital currencies will play an essential role in the global economy.

### Challenges of the Internet of Things
### Security
As the number of connected devices increases, so does the risk of data breaches, malicious attacks, and financial fraud. To protect against these risks, finance companies must implement robust security protocols and safeguards to protect confidential data and assets. This may involve using encryption, authentication, and other security measures.

### Current financial systems
Another challenge is the integration of IoT with existing financial systems. Many finance companies rely on legacy systems not designed to communicate with IoT devices. As a result, companies must invest in new technologies to enable their systems to interact with IoT devices. This could include the development of APIs, the integration of cloud computing solutions, and the implementation of digital transformation solutions.

### Massive amounts of data
Managing the massive amounts of data generated by IoT devices creates a big challenge. As more connected devices come online, the amount of data generated will increase exponentially. This data must be managed effectively, requiring the development of advanced data analytics solutions. Companies must also ensure that they are compliant with data privacy regulations, such as GDPR.

### The future of IoT relies on edge computing
Edge computing is a type of computing architecture that uses distributed computing resources, such as servers, storage, and applications, located close to the edge of the network where the data is being generated.

Edge computing is a key part of the IoT infrastructure, as it allows for data processing to occur closer to the source of the data, thereby reducing latency, energy consumption, and bandwidth usage. Edge computing is also beneficial for applications that require low latency, such as autonomous vehicles or internet-connected medical devices.

Because the IoT relies heavily on gateway hubs to process massive amounts of data from sensors and devices, edge computing is essential to its growth. With public cloud access and low-latency network connectivity, edge infrastructure can help the IoT to expand.

### Enterprise structures and the IoT
According to finance-monthly.com, enterprise architectures must be designed to accommodate the increasingly complex demands of the Internet of Things. This includes ensuring that the architecture and staff members are able to support the scale, diversity, and speed of data that the IoT produces. The structures must also be flexible enough to support the rapid technological changes and the growth of connected devices.

Security must also be considered when designing an enterprise architecture for the IoT, as the data must be protected from unauthorized access and malicious attacks. In addition, the architecture should be designed to provide real-time analysis of the data collected from IoT devices to enable businesses to make more informed decisions.

Finally, the architecture should provide the necessary data storage, communication, and processing infrastructure. All of these components must work together to ensure that the enterprise architecture can effectively support the needs of the IoT.

By addressing these challenges, finance companies will be able to take full advantage of the potential of IoT to improve their operations and provide better services to their customers.

How the Internet of Things Will Impact Finance in 2023

In a recent post, I shared some tips for making a business acquisition work successfully and therefore to realize its full value. Of course before you can do that, you have to make the acquisition, which involves an estimation of the target company’s value. In this post, I share some knowledge that will help you to successfully conduct a company valuation and ensure your bid represents an accurate estimate of the target’s worth. But first, you should know some of the most important tenets of valuation when making a business acquisition.

**There Is No Right Way to Conduct a Company Valuation**
While there are a number of important principles in assessing the value of a business acquisition, the whole business is far from being an exact science. A company that is for sale or even one that is not will be worth more to one potential acquirer than to another. A lot may depend for example, upon the expected value of synergies achieved through the acquisition.
However, there are some general aspects of company valuation which should always play a part in the process. These are the important things which I can help you to understand and which will go a long way towards making a realistic evaluation of a target company’s worth.

**If You Want to Keep it Simple, Use EBITDA**
EBITDA stands for Earnings Before Interest, Taxes, Depreciation, and Amortization. In other words, it’s the amount of income that a business generates annually. The closest thing to a de facto standard for a company valuation is to multiply the EBITDA figure by five (5 x EBITDA).
Therefore if the target of your business acquisition plans has an annual EBITDA of $1 million, you might consider its acquisition value to be $5 million. Depending on the state of the economy at the time you consider your acquisition, you may decide to amend the multiplication factor to 6X in good times or down to 4X if the fiscal climate is not so favorable.
Again though, even if you follow this format, your company valuation will depend partly on your reason for acquisition. If you are expecting to secure strong, rapid growth for your target company, you might be prepared to offer a considerably higher multiple of EBITDA. This method of company valuation is based on the earnings of the concern you plan to acquire, but you can also calculate a valuation based on assets.

![Due-Diligence-for-Business-Acquisition-300x250.jpg](/uploads/Due_Diligence_for_Business_Acquisition_300x250_911d39bc68.jpg)

**Asset-Based Valuation**
If you were starting a whole new company from scratch, you would have to purchase all the inventory and equipment needed to run it. Therefore, you can evaluate an acquisition by calculating the value of all the inventory and equipment that it owns, which will of course become yours after the business acquisition is completed.
The target company’s balance sheet should provide all the information you need for this type of valuation and if it doesn’t, you should probably not make the acquisition—bad bookkeeping is a definite red flag when it comes to any business acquisition.
In some companies, the value of their non-tangible assets can be pretty steeply valued. For instance, a path-breaking algorithm or a state-of-the-art code or software may tilt the value to millions. This is where you may need a good Intellectual Property advisor and valuator, who will break down the asset valuation for you and you can make an educated decision.
Another form of asset-based company valuation is the “liquidation value”. This is the calculated value of the target company after all assets have been sold and taxes and debts have been paid up. The liquidation value of a company will typically be a lot less than the value that would be placed on the company if it was put up for sale in the commercial property market.

**Further Considerations for a Company Valuation**
In an article like this one, it’s not possible to delve deeply into all the complexities of conducting a company valuation. Hence necessity dictates that the methodologies discussed so far comprise crude examples to give you an idea of what’s involved.
Unless you are skilled in the art of valuation – in which case you won’t profit from reading this blog post – the best advice of all is to enlist the help of a professional business valuator, who can investigate your target company and provide you with an unbiased, comprehensive valuation. Whether you take this advice or not, it’s still worth gaining an awareness of some of the other factors and considerations to be taken into account when evaluating a business acquisition.

![Company-Valuation-300x300.jpg](/uploads/Company_Valuation_300x300_51cb63ea82.jpg)

**Projected revenue growth: ** While EBITDA multiplication can give you a valuation based on your target business’ earnings today, it’s more realistic to consider whether these are likely to remain the same in the future. Generally it’s a good idea to perform your valuation with some expectation of revenue growth—but don’t overegg it.
Risk associated with the business: You should certainly factor risk into your company valuation. For example, does the target company have a problem with high employee turnover or does it have a solid and loyal workforce? Is it a company known for the quality of its products or services, or has it been subject to complaints of falling standards? Questions like these are highly important and will certainly be covered by a professional business valuator.

**And Finally:** The Non-financial Elements of Company Valuation
Ultimately, there may be many, many factors involved in your calculation of what a business acquisition is worth. It would be unwise for me to pretend that company valuation is in any way a subjective exercise. What it boils down to, is “what is the target worth to you and your existing business?”
Engaging professional help is a good way to make the process more objective, but a valuator will not be able to tell you if absorbing or merging with a target company will add that “special something”, making the union more valuable than the sum of its parts—that part is up to you to assess. Hopefully though, some of the tips here will demystify the valuation process and help you to prioritize the way in which you base your bid-price calculation.

How to Price Your Business Acquisition Right: The Art of Company Valuation

Starting a new business venture can feel exciting, yet risky. It’s challenging to know if your venture plans will accurately reflect reality, so how can you create a plan that will take unknown factors into consideration? Keep reading to learn about important milestones for successful venture planning.

### What is Venture Planning?
Venture planning helps entrepreneurs and business owners identify new business opportunities, develop a business concept, research their ideas, and analyze the resources and strategies needed to bring them to fruition.

Planning for a new venture is important because having a clear plan can help ensure that resources are used efficiently and that you can reach your goals effectively. It also allows for a better understanding of the resources needed to achieve the goals and helps identify potential risks and opportunities that could affect the venture’s success. Preparing will ensure that the venture is organized and structured properly, which can help maximize the chances of success.

### Defining goals
The success of your venture will be defined by the goals you set at the beginning. These goals should be specific, measurable, attainable, relevant, and time-bound (SMART). Once the goals have been established, it is important to set milestones to measure progress and ensure that they are being met.

Milestones should be set for both short and long-term goals and should be achievable but challenging. It is crucial to set deadlines for each milestone, so you can complete the venture in a timely manner. Milestones should also be measurable so that it is easy to track progress and identify any areas that need to be addressed.

You’ll want to write down these milestones as a sequence of events and reflect on each one upon completion. Compare your results to your original specifications to see if you met the milestone effectively. If not, you can determine how to make adjustments with the next steps.

### Milestones for Venture Planning
While every venture is unique, you can create milestones based on the steps listed below. These steps can help you refine your venture plan to be as effective as possible.

### Concept and Product Testing
Before considering product development, you must determine whether your venture is worth pursuing. According to the [Harvard Business Review](https://hbr.org/1985/09/milestones-for-successful-venture-planning), testing your product is the best place to start. During this stage, you will find out if a real need exists for this product. You may discover a different opportunity than your initial idea by testing your original concept and changing it if need be.

In this step, you will challenge your assumptions about target markets, product characteristics, pricing, and perception of need. As you test your concept and product, you can ask yourself these questions:

- Does an opportunity exist with enough of an upside to take on the necessary costs and risks?
- How has this test changed our assumptions about the venture, and in turn, changed our target market and product development objectives?
This stage offers a cost-effective way to avoid an expensive failure in the future. While it is a bit of a time and money investment, it could save you a massive amount of money in the future if you discover that there is no need in the market for your product.

### Prototype Completion
When you complete the prototype, you can glean tons of information by analyzing the prototype development. If there were any roadblocks along the way, you can carefully examine the causes and the solutions. You may find many hidden opportunities by reflecting on the solutions to these problems.

During this step, ask yourself the following questions:

- What assumptions were made about development costs and time? How have they changed?
- How did those changes impact our timing and plans regarding new hires, marketing, plant construction, and other categories?
- How do the changes affect financial needs and timing?
- What have we discovered about materials, equipment availability, costs, and labor, and how does it affect our pricing?
- Have our beliefs about our target market stayed the same? How has it changed and affected our plans?
- Are our assumptions about competitors and competing products still valid?
- Should we revise our investment requirements?
- Are our projections about suppliers and service distributors still accurate?
### Financing
One of the first steps in getting the necessary funds for a venture is to create a detailed budget outlining the expenses associated with the venture. This will help determine the amount of funds needed to cover the venture’s costs. Once the budget is created, it’s essential to identify the various financing options available. These options may include traditional loans from a bank, venture capital investments, crowdfunding, grants, and angel investors.

Traditional loans from a bank involve taking out a loan and paying interest on the loan. This can be a good option if the venture is expected to generate a steady income. Venture capital investments involve a venture capital firm investing in the project in exchange for equity. This option is best for companies with high growth potential. Grants are funds available from governments or other organizations that are given to a venture with no expectation of repayment. Another option is angel investors, which are individuals who invest in a venture in exchange for equity, and usually provide mentorship and guidance.

You can view this step as a way to learn about the venture’s financial expense and structure from the view of a competitive market. If you are having trouble getting the financing, you can see it as an opportunity to ask and reflect on why the plan was rejected.

### Initial plant tests
You can use plant tests or pilot operations (for a service venture) to challenge your assumptions and gather information. From this testing period, you can learn more about:

- Material costs
- Processing costs
- Investment prerequisites
- Training and skills needed for production personnel
- Processing specifications
You can improve performance and cost estimates from this data, which will be beneficial when you begin full-scale operations.

### Market Testing
This stage may be the most challenging, but also the most informative. During this step, you should reflect on the following:

- Have customers shown that they would buy this product? Why or why not?
- Is it different and better than the competition?
- Are the pricing estimates still accurate?
- Should we modify estimates of achievable market share or target markets?
- What impact does this data have on planning and pricing?
### Starting Production
After you’ve made several adjustments and changes based on your extensive previous testing, it’s time to start production. When this begins, you will learn the actual costs of producing your product consistently and what it takes to meet the quality requirements. Avoid making delivery commitments to customers during this stage. Many entrepreneurs miscalculate production timing, making delivery promises, leading to extreme pressure to produce the product and poor quality and dissatisfied customers.
### Bellwether Sale
In this stage, you want to achieve your first big sale to a significant account or distributor, which will likely give the venture some momentum. From this milestone, you can learn:

- How your product compares with the real-world competition.
- If your product is functional.
- If you need to alter the original selling method.
- Information on service requirements.
- Data on quality controls and specifications.
In an ideal situation, this sale will be to a prospect that you’ve been in contact with during the entire development of this venture. You also might run into some new opportunities.

### Start getting competitive
While you won’t know in advance how competitors will react to your venture, you can plan alternative responses to potential moves and learn more about your competition. You can be prepared for your competitor to create a rival product or service, planning out if you’ll need to expand your product offerings or alter your prices.

### Reflection and Redirection
As you progress through these milestones, you may discover that you need to make changes and alterations – whether it’s to the product itself or with factors like your target market, pricing, or budget. This process requires constant reflection and fine-tuning, allowing you to understand the difference between what you are offering and what people truly need.

When you decide to redesign or redirect, you need to reexamine your original assumptions, including market size, segments, investment requirements, financing, and pricing.

### Price Adjustments
Until you launch your product into a competitive market, it’s challenging to know your product’s or service’s real value. You may need to revise your price based on factors such as technology, competition, and costs once you are consistently selling and producing your product. You can ask yourself the following questions during this stage:

- Should this price change be permanent or temporary?
- If this change is permanent, is the business viable?
- What can we do to restructure costs so that the business stays viable?
- Can the price change be isolated to a specific market segment?
While you progress through each of the milestones listed above, it’s crucial to use them for thinking, reflecting, and making decisions. This process is all about learning and growing. Although many folks want to stay true to their original plan, changing it as you go has proven to be the most successful journey.

I do invest from $100k to $5m in various ventures from time to time. At this point, almost all of them are doing exceedingly well and fetching solid returns. The whole above gamut is a great plus for me to internally evaluate how a particular venture would prove to be fruitful for the future, and which one would be more likely to go bust. I personally diligently write what I folloe, and like everything else in my life, it is perfect, yet changing.

Important Milestones for Successful Venture Planning

Starting up a company can sometimes feel overwhelming, not least because it means reading up on a host of new information. Becoming a founder means taking an interest in every aspect of your business, including those outside your comfort zone and indeed your previous experience.

From buzzwords to classic accounting terms, there’s always something new to learn, so I’ve put together this (by no means exhaustive) list of common business terms that start-up founders should know that you may or may not have come across before, with a brief explanation of their meanings.

 **Accruals  / Deferrals**

In a business sense, accruals refers to money that’s either been earned or spent but has not yet been recorded in the accounts. This can be applied to revenues (i.e. money that’s been earned) or expenses (i.e. money that’s been spent).

A deferral is the opposite of an accrual. The term refers to income or expenses that have been recorded but have not yet been received. Again, this can be applied to either revenue or expenses.

**Affiliate Marketing **

Affiliate marketing is becoming increasingly common with the rise of bloggers as influencers. Partner advertisers are paid based on performance; for example, for a blogger might receive a set amount for every customer that clicks on a link in one of their posts.

**AOV**

AOV is the abbreviated form of Average Order Value. It tells you how much your customers are spending, and is often used by merchandisers to see how effective your upselling strategies are. You can work out your AOV for a set period by simply dividing your total revenue by the number of orders placed.

**B2B / B2C / C2B**

B2B stands for Business-to-Business, while B2C stands for Business-to-Consumer. They refer to your target audience. C2B – or Consumer-to-Business – is often used in place of organic marketing as it refers to consumers that come to you rather than those you’ve reached out to.

**Business Continuity / Disaster Recovery**

Essentially, this means your Plan B. Business continuity management involves identifying potential risks and coming up with a contingency plan that so that you’re still able to operate should the worst happen.

While often confused with business continuity, disaster recovery refers specifically to technology. A disaster recovery plan should detail your strategy for protecting and retrieving vital information and systems if your IT infrastructure is hit.

**Conversion Rate**

Conversion rate refers to the number of customers who visit your business versus the number who actually sign up or make a purchase. It’s most often heard in Internet marketing, but it can also be applied to retail outlets.

**CTA**

CTA stands for Call to Action – a fairly self-explanatory term. It’s used in marketing to refer to copy that instructs or encourages a customer to take action through words such as “buy”, “visit”, “shop” etc.

**CTR**

CTR stands for Click-Through Rate – a term used in online advertising. When you put a clickable link in an advert, your CTR is the percentage of people who view the ad that actually follow the link.

**FMCG** 

FMCG stands for Fast-Moving Consumer Goods â€“ also referred to as Consumer Packaged Goods (CPG). These terms refer to low-cost goods such as toiletries and perishables that sell quickly and frequently.

**Growth Hacking**

A fairly new term, growth hacking is all about speed. The aim is to find the most efficient way to grow your business, and the process involves testing out a series of methods in a short space of time.

**Guerrilla Marketing**

Guerrilla marketing is particularly important to small businesses as it refers to advertising strategies on small budgets. It’s usually high-energy and unusual, and is designed to turn heads and leave an impression.

**KPIs**

KPI stands for Key Performance Indicator; these are the factors used to measure your company’s success. KPIs will vary from business to business, but usually include stats such as revenue and customer acquisition.

**Liquidity**

Liquidity refers to how easily a company’s assets can be converted into cash. It can be broken down into two similar but separate categories: market liquidity, which assesses easily an asset can be sold without losing its value, and accounting liquidity, which assesses how easily a company can cover its financial obligations.

**Operative Profit**

We frequently hear talk about the differences between net profit and gross profit, but the term operative profit is a little less clear. It refers to the income that remains after taxes and interest have been deducted from the gross profit.

**Organic Marketing**

We all know what this means in the GOOP sense, but it takes on a different meaning in a business context. Organic customers are, in short, customers that aren’t paid for through ads. It’s a term often used in conversations about SEO and social media marketing.

**PPM**

PPM stands for Point Product Margin – which is also referred to as simply point margin or gross margin. It’s sometimes expressed in percentage form, but more frequently as a decimal. To work out your point margin, you simply subtract your costs from your selling price, and then divide the result by your selling price.

**Risks / Issues**

There’s often confusion amongst project managers about the difference between risks and issues. Put simply, risks are problems that might arise and issues are problems that have already happened.

**ROE or RONW**

ROE, meaning Return on Equity, and RONW, or Return on Net Worth, are synonymous. They measure profitability by calculating the amount that shareholders have made on their initial investment. It can be worked out by dividing your company’s net income by the shareholder’s equity stake. This can then be used to work out a percentage increase that the shareholder has gained on their investment.

**ROI**

ROI stands for Return on Investment, and is used to calculate the benefits of different investments. You can calculate your ROI by dividing the gain received from your investment (minus the initial cost) by the cost of the investment. Remember to account for employee time as well as money spent.

**RPV**

RPV stands for Revenue Per Visit, which is a combination of your AOV and your conversion rate. You can work out your RPV for a particular time period by dividing your revenue by your number of visitors.

**SGR**

SGR, or Sustainable Growth Rate refers to the amount of expansion that an organisation can self-fund. It’s an important factor for start-ups to consider when making projections for the future.

**Sole Trader / Limited Company**

These two terms are important not only because many start-ups begin as one-man bands, but also because new businesses will often hire freelancers or contractors for the sake of flexibility. Sole traders are registered self-employed and are personally liable for their business operations, while a contractor registered as a Limited Company is separated legally from the business.

**Stakeholders / Shareholders**

The term “stakeholders” is often used as a synonym for shareholders, but they do have separate meanings. While a shareholder owns part of a company, typically having made a financial investment, a stakeholder is anyone who has an interest in the company doing well. That could mean employees, customers, suppliers etc. In other words: all shareholders are stakeholders, but not all stakeholders are shareholders.

**Stock Options**

While start-up businesses are often unable to match the salaries of bigger companies, they will sometimes attract employees by including stock options in their compensation packages. A stock option gives the holder the right to buy a set number of shares at a set price within a fixed time period â€“ even if the shares increase in value.

**Synergy**

Synergy is a word that’s often taken for business jargon, partly because it’s frequently misused by middle managers. It actually means that two companies – or two departments – would be more successful if combined. The phrase “the whole is greater than the sum of parts” springs to mind.

**UX / UI**

UX is shorthand for User Experience, while UI means User Interface. The two terms are fairly self-explanatory, and are often used in reference to job descriptions. For example, a UX Designer would be focused on ensuring customer satisfaction, while a UI Designer would probably be a graphic designer or a website builder who creates the webpages that greet your customer.

**Valuation**

Valuations can sound intimidating to start-up companies, but it’s important when you’re looking to bring investors on board. Valuation involves assessing the financial worth of a company, usually through projected earnings and market value.

Important Terms All Start-Up Founders Should Know

Everytime he paused, he thought. Evertime he thought, he paused. He checked the circumstances and situation in which he had put himself and then the people around him with his whole, his cumulative, his sum total, and checked for explanations and checked for contradictions. He checked it with his moral compass. For him, it was as simple and as natural as breathing, everything had an explanation, everything. It was also a pause to connect at times with his inner creature, his joy. It beckoned to him amidst the corruption, the evil, the drudgery and the lifelessness he saw and faced everyday around him. He had to see it, to acknowledge to himself that it existed. For exist it did. And its target was HIM.

And every time, the inner creature guided him through the process with the ease and the simplicity of clean thought and rationally consistent ideas – like his Occam’s razor, slicing out, chopping off the inessentials that threatened to bog down his very existence. The pause was the brief instant when he savoured himself – and himself alone – and a nod to what it was all about – his very integrity challenged every second, his honesty held to ransom, his ethics questioned and his existence threatened to be wiped out by the single word of an undeserved, a blot, a parasite, a nothing.

The nature of the beast WAS a rat in a sewer, he reckoned and laughed at it. He rarely allowed himself that laugh – it was a full-throated sound that came from within – with his head thrown back and the joy of existence – HIS, above all else.

He raised an eyebrow and said out loud to no one in particular, though it was addressed to the creature within him: “Hell, yeah!” And he laughed.

He now knew what he had to do.

INTEGRITY

Entrepreneurs have many financial options for their businesses, including funds from venture capital firms. A company can take two main paths in the venture capital world: an initial public offering (IPO) or a merger and acquisition (M&A).

Both approaches have their own unique pros and cons, and it’s essential to know which path is best for your business. Let’s explore the differences between IPO and M&A and how venture capital helps shape a startup’s future.

### How does venture capital work?
Venture capital is a type of funding provided to startup companies and small businesses, usually by wealthy investors, that are deemed to have long-term growth potential. Venture capital aims to help the business grow and eventually go public or be acquired by a larger company. Venture capital is often the only way a startup company can get the funding it needs to get off the ground.

When a company needs financing, a venture capitalist (VC) will consider investing in the business. The VC will thoroughly review the company’s business plan and financials, as well as the founders’ backgrounds and qualifications. A deal will be negotiated if the VC believes the company has a good chance of achieving its goals. This deal may involve the VC providing the startup with capital in exchange for equity in the startup or some other form of compensation.

Once the VC has invested in the company, they will work with the founders and management to help it grow and achieve its goals. This may include providing strategic advice, introducing the company to potential partners, and helping to secure additional funding. The VC may also be involved in the company’s day-to-day operations, such as helping to hire key personnel and providing financial guidance.

Once the company has achieved its goals, the VC will receive a return on its investment. This can be in the form of a capital gain if the company goes public or is acquired, or through dividends or other forms of compensation. The return on the VC’s investment will depend on the terms of the agreement between the VC and the company.

### What is an IPO?
An IPO marks the first time a private company offers shares of its stock to the public, allowing anyone to buy those shares on the open market. A company going through an IPO must register with the Securities and Exchange Commission (SEC), which means that potential investors will have access to information about its operations, finances, and management team—all of which must meet specific criteria. This makes it easier for investors to determine whether they want to invest in a particular company.

### The Steps Involved in Going Public
Going through an IPO requires several steps, which may take some time depending on the size of your company and the complexity of your operations. The process usually begins months before trading begins on a stock exchange, with registration documents filed with the SEC and marketing materials prepared for potential investors. After that comes pricing negotiations between investment banks, who may offer assistance with underwriting (buying) portions of shares from newly issued stocks from companies going public, followed by finally trading those shares on the stock exchange where they are available for purchase by individual investors.

### The Benefits of an Initial Public Offering
Going public has advantages, such as increased visibility, access to more capital, and greater liquidity. An IPO will also give existing shareholders an exit opportunity if they choose to cash out their investment. It provides more options for employees who may be able to purchase stock at a discounted rate through an employee stock option plan (ESOP). Plus, it allows the company founders to remain in control of the company while still being able to raise funds from outside investors.

### What is an M&A?
Mergers and acquisitions (M&A) involve combining two organizations or businesses. The two companies can merge together to become one entity, or one company can acquire another by buying its assets or stock. In general, M&As occur when a larger company looks to expand into new markets or gain access to further resources.

### How Do M&As Work?
The process of an M&A involves many steps a business must take before completion. First, there will be negotiations between the two companies involved to determine the terms of the deal—including price, structure, and other details. Once these negotiations have been finalized, a due diligence process will begin in which all aspects of the deal are thoroughly examined for accuracy and compliance with applicable laws. During this period, contracts will also be drawn up that outline all terms related to the merger or acquisition. Both parties will sign off on the agreement and complete the transaction if everything is satisfactory.

### The Benefits of Merger & Acquisition (M&A)
Merging with or getting acquired by another company can be beneficial for startups. Combining with another business gives companies access to new markets and customers they wouldn’t have had before. It also increases efficiency by eliminating redundant processes and departments that help cut costs in the long run.

Another perk is that it gives companies access to new technology or intellectual property rights that can help them gain a competitive advantage in their industry. It also provides founders with an exit strategy if they want to sell their shares after the merger or acquisition is completed.

### Thinking long-term
If you just started your business, cash from an investor can make or break your company. In fact, it could be the difference between launching a product or going out of business. However, if you don’t scrutinize investors’ relationships, you may have to relinquish control later down the line. It’s not uncommon for founders to hand over their business to a larger acquirer or be subject to a certain level of profit expectations as a publicly traded company.

In a recent article, [Harvard Business Review](https://hbswk.hbs.edu/item/ipo-or-ma-how-venture-capital-shapes-a-startups-future) published the results of a study conducted by researchers at Harvard, Columbia University, and the University of Washington. This study examined about 71,000 funding rounds for approximately 42,000 new ventures and 20,142 investors between 1982 and 2014. It aimed to identify relationships among venture capitalists in a startup’s first round of funding. The research found that about 16% of the startups were acquired. It also found that, on average, venture capitalist firms usually sold their holdings after about 3.4 years.

While these low-profile exits may have some benefits, like recouping backers’ investments, they also come with complications. The company founder may feel pressure to succumb to the plans of an investor group, or even give up control of the startup’s vision. After a larger company takes possession, many founders are forced to step back while a larger company takes over.

Out of the companies in this study, about 2.9% went public through “broadcast successes.” On average, venture capitalists who haven’t worked closely together tend to stay on board longer, about four and a half years, before moving on to a high-profile exit. According to the study, becoming a public company can give a business more attention while retaining the original team. Still, the risk of failure is higher for these types of ventures.

### What does this mean for your business?
Simply put, this study found that startups funded by a VC who usually works with the same group of partners typically exit faster by selling the company to a larger business. In contrast, if a startup is funded by a VC syndicate with less familiar co-investors, the VCs are more likely to exit through an IPO, allowing founders to retain more control (although these founders may be under the pressure of high expectations).

The research on the degree of collaboration of a business’s investors offers several pros and cons. On the one hand, a diverse investor group could give founders more control over decision-making. On the other hand, investors working together could potentially pool resources, have more industry connections, or understand how to find the right opportunity for the business. Either way, being informed about each scenario is a must before committing to venture capital funds. While most business owners hardly ever consider the structure of the relationships of investors, the research shows that this is clearly an important factor.

It’s critical to remember that for everyone involved, both founders and funders, the best-case scenario is to make money. Many venture capitalist investments yield no return of any kind.

Although venture capital provides many opportunities and benefits, you should also remember that in this day and age, there are several other ways to raise funds for your venture, especially if the cons of VC aren’t so appealing to your business structure. Different forms of acquiring funds include getting capital from private equity firms, angel investors, or crowdfunding.
### Final thoughts
Venture capital is integral to the success of many businesses, but entrepreneurs must carefully determine which path is best for their startup.

Ultimately, each path has its merits, but only you know what’s best for your business! With careful consideration of both options, you can make an educated decision regarding your company’s future success.

IPO or M&A? How Venture Capital Shapes a Startup’s Future

It is predicted that, by the year 2020, about 78% of small businesses will be using cloud-based apps to help perform a variety of business functions. Why? It’s proven, in most cases, to make tasks easier and business operations cheaper.

Cloud-based technology is a type of technology that relies on the internet, rather than devices or local servers, to move information. Small and large businesses are moving their information and services to cloud computing technology to decrease technology risk and maximize team efficiency.

Perhaps one of the largest benefits of cloud-based apps for businesses is the ability for a business to maximize profits through lowered expenses, efficiency, better collaboration, and more. Here are a few of the ways you can utilize cloud-based apps to maximize Your business profits.

 **1. Less Up-Front Costs**
 
Technology is expensive, especially the high-end technology that businesses rely on to transfer information allowing their teams to complete necessary tasks. Think of the total cost to purchase all your business’ computers, printers, servers, and any other devices needed for your business to run? Depending on the size of your business, this could be thousands to hundreds of thousands and more.

Now, consider cloud-based technology. Cloud-based applications usually charge a yearly subscription fee or one-time fee. For businesses, the fees are generally more expensive than for personal use, but this increased price tag comes with more functionality that businesses need.

The up-front costs of paying for cloud-based apps compared to technology devices to store and transfer information are significantly lower. In fact, the cost of ownership to a business for cloud-based technology can be as much as [46% lower than physical technology.](http://www.forbes.com/2010/03/03/cloud-computing-it-technology-virtualization10-software.html)

And as a bonus, think of your energy savings with cloud-based apps. Moving your business from energy-guzzling technology to cloud-based technology can significantly cut your business’ energy use.

**2. Less Risk of Technology Malfunction**

The more physical devices your business owns, the higher chances of failure. When one device malfunctions, it could affect your whole business structure, especially a server failure. Move your servers to the cloud and you can save a lot of money and headaches.

Cloud-based technology can save your information through backup and recovery applications for decreased chance of failure. Set your cloud apps to backup all system information as often as you’d like and safely recover it again in case of lost information. You can also allow your cloud-based apps to perform automatic updates for better safety, security, performance, and maintenance.

Small businesses are actually twice as likely to invest in cloud-based backup and recovery apps than larger businesses, usually because of the lack of funds to invest in more advanced methods. However, small businesses might be on to something smarter by doing so. They are, in fact, investing in a wise business decision that can save them a lot of money in the future.

**3. Easier Team Collaboration**

If your business shells out extra money to pay employees for business meetings, travel expenses and collaboration time, you could be wasting money. Consider all the collaboration efforts made possible through cloud-based apps.

The cloud has made it possible for teams to come together to share, work on, and revise information without ever needing to meet in person. In addition to allowing your team to work more efficiently, cloud-based collaboration apps can save you money on payroll and conference expenses.

Have your team meet through video conferences instead of flying team members to another location to meet in other offices. Share files through [Dropbox](http://www.dropbox.com/) so a team member can pick up where someone left off on a document, rather than spending money for them to work together on overtime hours.

And, lessen your number of company meetings per month by using an app like [Accelo](https://www.accelo.com/) to manage your business clients and projects with your team. Accelo acts as a one-stop shop for you and your team to stay abreast of your client information.

**4. Flexible and Efficient Solutions**

Cloud-based apps offer an unparalleled flexibility for your team. Unlike the traditional workplace, one connected to the cloud is optimized for mobility. Your team can experience a location-independent workplace not possible with a company that has not yet embraced cloud technology.

How does this translate to a decrease in expense and increase in business profits? Basically, your team is more efficient when it is connected to the cloud.

Think of your productivity without cloud-based apps. You can send your team an updated document to work on. A team member misses the e-mail with the most recent revision and begins working on an outdated version. Your other team members work on the most recent version, so now the document is in two different places. Nightmarish, at times.

Using cloud-based technology, you can upload the most recent version of a file and everyone with access to that file will have the updated version. This decreases your margin of error (and your expenses for said error) and increases productivity.

**5. Above and Beyond the Competition**

If you’ve made the switch to mostly cloud-based technology, you have an edge over your competition that may still be using traditional technology for operations.

In the case of an emergency, like a power failure or security breach, that would affect not only your business but some of your competitors, who would have the advantage? Your business that utilizes cloud-based technology.

Why? Because you still have access to all your important data and files from anywhere. You’re not dependent on your local servers or your workplace computer system to continue to run your business smoothly. Cloud-based technology allows you to run your business with the least possibility for disruptions.

Additionally, your customers and collaborators may see you as a mover and shaker of the industry: a business that isn’t afraid to embrace modern technology. One that thinks ahead to keep moving forward. And, since cloud-based technology allows your team to complete tasks more efficiently, your business can become more efficient at meeting your customers’ needs.

**6. Easier Integration with Other Devices and Data**

Not only does the cloud lend a hand to your business’ efficiency, but it also helps to streamline your data between devices and apps. The cloud is basically a vast infrastructure of numerous apps and devices through which data is interconnected. When you place data in one cloud-based application, the number of ways you can access that data is virtually endless.

What does this mean for your business? The more connected your data is to each other through the most helpful cloud-based applications, the better your data analysis can be. Even if you hire a business analyst, you can save them a lot of time through access to the data on your cloud applications.

Furthermore, having your data available to a variety of devices and integrated with other data sources can aid in more innovative practices for your business. Your team can, essentially, have its hands on all business data from one device, leading to more efficient innovation and analysis processes for new products or services. In turn, you can see more profits in a shorter timeframe, thanks to the cloud.

Cloud-based apps are taking over traditional technology for businesses, and with good reason. They are cost-effective both for both short-term and long-term business needs, allow a team more flexibility and efficiency, provide an edge against competition, and provide easy integration with data and devices for increased productivity and innovation.

Cloud-based applications are moving businesses into the future at rapid speed. The cost-effectiveness of embracing cloud technology is something small and large businesses cannot afford to ignore. Amen.

Maximizing Business Profits with Cloud-Based Apps

### This Year’s Most Exciting Start-Up Companies (As seen on Huffingtonpost):

Recent years have seen a significant rise in technology – and along with that has come a rise in aspiring entrepreneurs. Start-ups are the new beating heart of the business world and investors are constantly on the lookout for promising new business ideas to get behind and looking out for those most exciting start-up companies. I’ve selected here some of the most exciting start-up companies to launch in the past year, from tech companies to social enterprises.

**Zipline**

Zipline is a tech company that’s restoring faith that technology isn’t just for selfies and witty tweets. Created to tackle the problems associated with delivering quality medical care in areas with poor infrastructure, Zipline’s first product is a small robot airplane or drone called Zip, which can deliver essential supplies to previously unreachable areas.

The technology might not be simple, but the process is: healthcare workers order vaccines, medicine or blood via text. Zip can be loaded up and launched in minutes, and it travels towards its destination at 100km per hour. Supplies are dropped off and the drone returns.

Zip’s first mission is in Rwanda, where it’s set to start making deliveries this summer. A partnership with the national government should see twenty hospitals and health centres receive vital blood supplies and improve healthcare for millions of citizens.

**Winnow**

[Winnow](http://www.winnowsolutions.com/) is a UK start-up co-founded by Marc Zornes, author of the Global Institute report “Resource Revolution”, and Kevin Duffy, a former Peace Corps volunteer and a commodities investment banker.

While working on his paper, Zornes discovered that approximately one-third of all food grown ends up not being eaten – and there were very few measures in place to address the issue. That’s when he and Duffy came together to create Winnow – a system that helps kitchens cut food waste.

The Winnow System measures how much food is being wasted, creates a tailored report and helps companies estimate how much they actually need to be buying, and how much money is being wasted.

**Too Good To Go**

[Too Good To Go](http://toogoodtogo.co.uk/) is another company that’s tackling food waste – but they’ve taken rather a different tack. This tech start-up has come out with an app that allows economical diners to buy leftover meals from restaurants that would otherwise be thrown away.

Development on Too Good To Go started in Denmark in mid-2015, and was ready to take to the UK earlier this year. Unsurprisingly, it’s been a huge success. Diners get their favourite meals at bargain prices (they come at a maximum of £3.80) and restaurants are able to collect on food that would otherwise have been written off.

As well as helping tackle the food crisis, Too Good To Go have added an extra environmental aspect by packaging leftovers in an eco-friendly sugarcane box. That’s what you call comprehensive branding!

**TipGenie**

In the age that has seen almost all forms of payment possible at the touch of a button (or the tap of a phone), tipping is one area that’s been left behind. Consumers are often reluctant to tip electronically; it feels impersonal and many worry that the server won’t ever see the money.

[TipGenie](http://www.tipgenie.io/) has come up with a solution. Using this app, you can send money directly from your phone, accompanied by a personalised thank-you note. You can choose any amount you like, and you can even send an instant message to the management team if you’d like to leave extra feedback.

Right now it’s still in the development stages, but with optimistic investors and a head office in [Silicon Valley](http://www.siliconvalley.com/), this start-up is expected to see great success.

**The Bolt**

In a world that’s constantly on the go, car phone chargers are considered an essential accessory to most mobile phone owners. But what does that mean for countries that have different styles of transport?

According to [research undertaken by Pew Research,](http://www.pewresearch.org/fact-tank/2015/04/16/car-bike-or-motorcycle-depends-on-where-you-live/) just 6% of India’s residents own a car, whereas 47% own motorbikes. It seems only natural, then, that it was an Indian start-up company that came up with [The Bolt](http://thebolt.club/) – a mobile phone charger for your motorbike.

Capable of charging any phone, weather resistant and easily portable, The Bolt is fast becoming a must-have for bikers across the country. As an added bonus, it not only charges your phone but also automatically tracks your route including your total distance and average speed.

Share your thoughts on my pick of start-ups. Which idea are you most excited about? Are there any companies you think I should have included?

Most Exciting Start-Up Companies of this Year

Online stock market trading, Blue-Chip style. I began this journey at a pretty early age. Somewhere along the way the allure waned off due to my time and investments taken up by my own start-ups et al, but the interest remains to date. For those that are in a booming economy, this is a fun business and quite a lucrative enterprise. You do require that passion for the math and the ability for risk-taking; more importantly, the ruthlessness for letting a loss go. I do advise from time to time anyone who comes asking where to put in that extra moolah, and it usually is bang on.

For instance, investing in conservative blue chip stocks may not have the allure of a hot Unicorn high-tech investment, but it can be highly rewarding nonetheless, as good quality stocks have consistently outperformed other investment classes over the long term. This is where the current eyewash “mutual funds” seem to be thriving. There is an entire gamut of analyses on a client’s “risk ability” and banks have primed the game to near perfection.

Historically, investing in stocks has generated a return, over time, of between 11 and 15 percent annually depending how aggressive you are. Stocks outperform other investments since they incur more risk. Stock investors are at the bottom of the corporate “food chain.” First, companies have to pay their employees and suppliers. Then they pay their bondholders. After this come the preferred shareholders. Companies have an obligation to pay all these stakeholders first, and if there is money leftover it is paid to the stockholders through dividends or retained earnings. Sometimes there is a lot of money left over for stockholders, and in other cases there isn’t. Thus, investing in stocks is obviously risky because investors never know exactly what they are going to receive for their investment; and when.

What are the attractions of blue chip stocks?

1. Great long-term rates of return.

2.Unlike mutual funds, another relatively safe, long term investment category, there are no ongoing fees.

3. You become the owner of a company.

So much for the benefits – what about the risks?

1. Some investors can’t tolerate both the risk associated with investing in the stock market and the risk associated with investing in one company. Not all blue chips are created equal.

2. If you don’t have the time and skill to identify a good quality company at a fair price don’t invest directly. Rather, you should consider a good mutual fund, anyways, they are quite smartly “tailor-made” read: designed for your long-term benefit.

Selecting a blue chip company is only part of the battle – determining the appropriate price is the other. Theoretically, the value of a stock is the present value of all future cash flows discounted at the appropriate discount rate. However, like most theoretical answers, this doesn’t fully explain reality. In reality supply and demand for a stock sets the stock’s daily price, and demand for a stock will increase or decrease depending of the outlook for a company. Thus, stock prices are driven by investor expectations for a company, the more favorable the expectations the better the stock price. In short, the stock market is a voting machine and much of the time it is voting based on investors’ fear or greed, not on their rational assessments of value. Stock prices can swing widely in the short-term but they eventually converge to their intrinsic value over the long-term. And then there is the infamous PESTLE analysis, that invariably sets shit back for the shittiest of reasons on the other side of the globe. Read: anything from a military coup and war to a terrorist attack to oil price rise and the dollar drop or a sub-prime crisis in the United States. Markets crash, today, for the flimsiest reasons that baffle you and me and your friendly neighborhood stock broker.

So, yes, it is a great thing when your invested stock prices rise, and when you get regular good dividends. And yes, this being 2016, so for those that want to live on the edge of sanity and insanity, this is a fun, great journey. Once you’re in it, with a little bit of savvy and the street smarts, you would know when to dip in and when to cash out. And then, there’s always the roulette table!
Amen.

Online Stock Market Trading – How Does it Work in 2016?

Many companies are modifying long-standing management protocols involving talent acquisition, engagement, and workforce development. Throughout corporations worldwide, leadership teams are creating working environments that are more inclusive, with higher levels of employee input and management exercising less control.

Interdependency among workers and heavy reliance on outsourcing has risen to provide crucial products and services to customers and stakeholders. Increasingly, managers wield less authority over a sizable portion of their workforce because they operate outside traditional boundaries and hierarchical and cultural structures.

Due to the evolving nature of workforce management, forward-thinking leaders picture their human resources as part of a larger ecosystem and adjust their leadership style to suit the new paradigm. Consequently, those leaders are identifying new and innovative ways for each workforce component to cooperate for the good of the organization.

Traditional management theory fails to consider the intricate nature of workforce ecosystems. Companies are discovering that orchestrating a workforce ecosystem is far from trivial and demands creative thinking on changing processes and behavior modification of existing organization members.

### Orchestrating Workforce Ecosystems Strategies

Workforce ecosystems require a combination of full-time employees and contract laborers. Acquiring the necessary talent to fulfill company needs are often pursued in an uncoordinated and sometimes conflicting manner, with overlapping time and resources that impede operational efficiency.

When resources are deployed haphazardly, full-time employees can become demotivated, further eroding efficiencies. Some companies are addressing the problems of loosely connected talent acquisition efforts by leveraging sophisticated software systems to centralize, coordinate and integrate staffing processes between department leaders to capture the maximum value of resources expended to manage a diverse workforce. But technology alone will not solve the problem. Leadership must identify and address the organization’s cultural, political, and structural paradigms to design an effective ecosystem aligned with company goals and objectives.

Implementing the design will require the involvement of all levels of management and the support of internal and external workforce participants. Only through the joint efforts of all stakeholders will such a radical shift in corporate operational processes and procedures succeed.

### Encouraging Risk-taking Activities

The workforce ecosystem integration team must establish new protocols that standardize results on an enterprise-wide level. Lower-level teams should receive instructions from the integration team explaining the critical nature of the newly formulated workforce ecosystem that clearly delineates the benefits of the shift to department managers and strengthens the organization’s mission.

Experimenting with wide-scale change in any large organization comes with many structural challenges that can be taxing for any workforce. Individual projects should be broken down into manageable tasks to ease the transition as much as possible, matching personnel skills to the appropriate undertaking for efficient implementation.

However, this effort may present unique challenges of its own since determining the competency levels of external teams may prove difficult. Therefore, procedures must be enacted to quickly assess and adjust the support of external entities that hamper progress. In addition, the physical locality of the teams involved can pose geographic and cultural barriers that must be overcome. Communicating with a team based in Eastern Europe differs from a South American team, and language is only one of the cultural hurdles to conquer.

Social and behavioral nuances can be a frustrating source of conflict and division if not skillfully managed. Consistent messaging can suffer from communication misunderstandings, especially if the external team experiences elevated levels of staff turnover. Localized management must risk-taking new approaches to deal with such fluid environments amid ongoing cultural and internal political change.

For instance, existing employees may feel threatened by contract workers external to the company and resist cooperating with the perceived invasion force. Much of the fear can be avoided by educating employees on how outsourcing less desirable tasks to the external workforce can enhance their job satisfaction and productivity. They can also increase their skillset through knowledge transfer from outsourced personnel.

But frontline workers are not the only ones who may feel anxiety about rapid change to a workforce ecosystem. Departmental managers may also experience increased stress levels as more autonomous groupthink takes hold, allowing individuals to navigate between different groups and perhaps entire teams to shift between departments in pursuit of special projects and enterprise-wide objectives. Such a fluid environment can make managers uneasy about a seeming loss of control instead of celebrating the flexibility and nimbleness the new order brings to the company.

Furthermore, the culture shock to an organization can be just as unsettling as the previously discussed political turmoil. With decreased authority over workforce personnel, performance review benchmarks and metrics may have to be adjusted to adapt to the new paradigm shift. The integration of internal and external workers into an effective team dynamic must be fostered in a manner that ensures external members of the organization are not alienated and are included in major events, meetings, and team-building activities.

### Orchestrated Resource Allocation and Knowledge Sharing

Inclusionary policies, processes, and procedures must be developed to provide unfettered feedback to the integration team on obstacles to the progress of workforce orchestration efforts. Feedback metrics should include worker performance, implemented best practices, and requests for resources, direction, and strategic guidance from the integration team.

Relying on external workers often conflicts with interests in protecting organizations’ intellectual property rights. Companies are reluctant to share proprietary information for fear of compromising their value proposition and eroding a distinct competitive advantage. The integration team can resolve conflicts with external entities by establishing risk-adjusted guidelines for information sharing that reduce concerns over losing control of company secrets. Bringing contractors into the organization with clearly delineated areas of responsibility, lines of authority, and strict compliance with signing all non-disclosure agreements can alleviate worries that trade secrets will be inappropriately shared with unauthorized individuals.

When orchestrating workforce ecosystems by introducing or expanding contract labor into an organization, offsetting internal human resources should be freed up to be redeployed to perform more important, mission-critical tasks. However, too often, department managers fail to release the personnel used to justify the acquisition of outside talent, and organizational metrics suffer. The integration team must monitor departmental and division progress to ensure that all resources are properly allocated to achieve agreed-upon goals and objectives.

Internal frontline workers should be solicited for feedback on the progress of their respective teams and workgroups, so they do not have to feel like complainers when voicing concerns. Regular feedback solicitations will give the integration team timely and unfiltered data and information on otherwise hidden discrepancies in operational efficiency.

### Enterprise-wide Ecosystem Adoption

Rolling out a workforce ecosystem across an organization requires careful planning and execution. Best practices, benchmarks, metrics, and goals must be revised and updated regularly to adapt to challenges encountered with the adoption process.

The moderate to heavy utilization of an external workforce will require standardized categorization of workers integrated into company software platforms making workforce resources conducive to extensive analysis and evaluation of effectiveness and efficiency on an enterprise scale.

Workforce integration does not stop at the frontline level either. Talent exchanges at senior levels for companies and their external workforce partners benefit both entities. Commercial organizations benefit from infusing fresh new talent at the company’s upper echelons. In contrast, workforce partners benefit from high-level exposure to the inner workings of industries where they may not currently possess expertise. Internally, companies also benefit from increased cross-training among their workers and executives to strengthen and broaden the skills and expertise of their human resources.

Systemic cultural changes are imperative to successfully orchestrating workforce ecosystems. All individuals, teams, departments, divisions, and corporate-wide energies will need to align on the organization’s political, cultural, and structural infrastructure to exercise maximum utility from new constructs and thinking to encapsulate the multiple source points of human and material resources integral to workforce ecosystems necessary to achieve organizational objectives.

### External Stakeholder Administration

Worker scheduling, reporting hierarchies, and lines of authority are far more fluid in the larger context of orchestrating a workforce ecosystem. That is because the workforce comprises internal and external stakeholders and contributors. External influences injected into the organization include contractors, location-independent digital labor, and service companies providing continuity and predictability in workforce capabilities.

External workforce dependencies are necessary to achieve mission-critical objectives and require expert leadership and management agility to attain successful outcomes of strategic plans. This agility is most easily performed when those external dependencies focus on narrowly defined high-skilled talent, like Information Technology professionals, which is difficult to attract and retain internally. Fully embracing the integration of disparate entities into the ecosystem encourages cohesion and ignites otherwise unattainable synergies.

However, to meet the challenge of internal and external workforce interactivities, leadership must successfully balance the navigational challenges in resolving each entity’s cultural, political, and behavioral differences. Accordingly, companies can achieve greater levels of alignment with corporate objectives.

It is indisputable that orchestrating workforce ecosystems require a complete paradigm shift in thinking about management practices and technology integration. Human Resources plays a vital role in the development and expansion of the ecosystem enterprise-wide, and specialized teams capable of affecting change cross-functionally are needed for the successful implantation of the concept.

### In Conclusion

Making the effort to align company personnel with the overall business strategy should be a primary objective for Human Resources. The HR leadership team must develop a comprehensive talent acquisition and organizational integration plan. Implementing such a plan will facilitate transitioning from the old workplace system to the new one. In addition, it will aid in identifying process workflow changes and technology available that determines maximum productivity from employees.

Orchestrating an effective workforce ecosystem is a formidable undertaking. It will have a much higher chance for success if Human Resources is empowered with the authority and solutions to effect change. Given the proper tools, they can pinpoint organizational trends senior management may not know to exist.



Orchestrating Workforce Ecosystems in 2022-2023

The blockchain industry is still quite in its early days, but it’s already a multi-trillion-dollar global market that’s widely recognized as the greatest technological breakthrough of our generation. From cryptocurrencies and smart contracts to blockchain-based games and NFTs, the potential of blockchain technology seems almost unlimited. So what can we expect from the blockchain industry in 2023? Here are some of the predictions most commonly made by the experts:

### Blockchain Adoption Will Continue to Advance
In 2023, blockchain adoption will continue to advance as the technology becomes more widely understood and accepted. More businesses and organizations will begin to use blockchain to streamline operations and create new opportunities.

Blockchain technology will become increasingly integrated into our everyday lives, changing the way we interact with the world around us. From simplifying financial transactions to improving supply chain management, blockchain will revolutionize many industries. It’s very likely that the switch to full adoption of blockchain will take place in 2023, because rising inflation has made millions of people deeply disappointed in traditional solutions.

The cryptocurrency market will also continue to grow, with more people investing in digital assets. Bitcoin will remain the dominant cryptocurrency, but other coins and tokens will gain popularity as well. However, it’s very likely that other blockchain-based solutions such as NFTs might become as popular as digital currencies.

### Blockchain Gaming With Crypto Will Become More Popular In 2023
The rise of blockchain gaming has been one of the most exciting developments in the crypto space over the past couple of years. Games utilizing blockchain-based solutions are getting more and more popular, but they are far from being mainstream.

With Ethereum’s recent switch from Proof-of-Work to Proof-of-Stake, developers are now able to create games that use crypto assets as in-game items in a much more efficient way than ever before. This will likely lead to a huge eruption in the popularity of crypto games that are more engaging and rewarding for players.

It’s very likely that blockchain gaming will become even more popular in 2023, as more developers will be able to create blockchain-based games. In addition, the use of crypto assets like NFTs in games not originally designed with blockchain in mind might also become more widespread as players demand to be rewarded for their time and effort.

### NFTs Will Become More Mainstream
NFTs, or non-fungible tokens, are definitely the most groundbreaking crypto trend of the past few years. NFTs have been gaining popularity at an incredible pace, with numerous multibillion-dollar global brands launching their NFT collections. However, most people still don’t own any NFTs, so there’s a lot of room for expansion in 2023.

There are a number of reasons why NFTs will become more popular in the next few years. First, they offer a way for people to own digital assets that can be used in games, online platforms, and other applications. This is unlike traditional cryptocurrencies, which are often only used for financial transactions or speculation.

NFTs are becoming more accessible as the technology behind them improves. In the past, NFTs were difficult to create and use. However, new platforms and protocols are making it easier for people to create and use NFTs.

The value of NFTs is expected to increase as more people use them. This is because the supply of NFTs is limited while the demand is increasing. As more people use NFTs, the price floor will continue to rise.

### Web3 Will Be the Most Important Blockchain Trend Of 2023
Web3 will be the most important blockchain trend in 2023 because it will allow for the development of more sophisticated and secure applications. In simple words, Web3 is a concept based on utilizing a vast suite of decentralized solutions to provide users with a better experience. It also allows developers to build applications that are more secure and efficient.

### Proof-of-Stake Will Surpass Proof-of-Work
There are a few key reasons why Proof-of-Stake (PoS) will eventually surpass Proof-of-Work (PoW) as the primary consensus algorithm for blockchain networks. Most importantly, PoS is more energy efficient than PoW. Since PoS doesn’t require miners to constantly expend energy to power their rigs, it leads to a reduction in overall electricity consumption.

What’s also important is that PoS is faster than PoW. Since there are no miners who need to be compensated for their work, block times can be much shorter with PoS. This results in a faster and more responsive network.

These advantages make PoS clearly a more attractive option for both developers and users alike. Ethereum switching to Proof-of-Stake with the Merge upgrade was a groundbreaking event, and it’s very likely that more cryptocurrencies will follow in ETH’s way.

### The Bitcoin Price Will Reach a New All-Time High In 2023
In 2023, the BTC price will likely reach a new all-time high. This will be caused by a combination of factors, including an increase in demand for Bitcoin, but most importantly by the lowering of trust in traditional fiat currencies.

According to economic experts, inflation is already very high and will continue to be elevated throughout 2023. For blockchain and cryptocurrencies, that’s actually good news. Digital currencies with fixed total supply are entirely immune to inflation, and people purchasing cryptocurrencies like BTC to protect their life savings from inflation will be the most important force behind the rising cryptocurrency prices.

### Conclusion
There are many exciting predictions for the blockchain industry in 2023. It’s very likely the industry will continue to grow at an exponential rate, and the trends that originated in the past couple of years, like NFTs and blockchain games, will become even more popular. However, the full potential of blockchain technology is yet to be discovered. Since Web3 is only beginning to get widespread recognition, it’s probable that we will witness completely new blockchain trends be born in the upcoming year.

Predictions For The Blockchain Industry In 2023

There’s a lot to think about when you’re on the road to build your own successful ecommerce business. It’s fast becoming one of the most popular routes for start-ups to take, so I’ve come up with a rough guide for new founders, featuring five key areas to focus on.

**Your Product**

First things first, you need to pick your product carefully. Many independent online retailers start off as [Amazon sellers](https://services.amazon.co.uk/services/sell-online/how-it-works.html) (or similar). If this is the route you’re taking, you need to ensure you find a manufacturer that’s a good match for your identity, your price point and your customers. Order a small amount to test quality and reliability before committing to larger orders or outsourcing to a third party warehouse.

If you’re choosing the product in person, you’ll need to consider things like delivery costs and the likelihood of damage in transit. You should also think about whether it’s a product that people might prefer to buy on the high street; for example, consumers will often want to see high-cost goods in person, and many customers would rather speak to an expert when purchasing tech goods. It’s also worth factoring in returns. If something has an unusual fit or is difficult to properly convey over the web, you’ll have to bear the burden of more returns and in turn, more costs and manpower.

Once you’ve chosen your item, think about the necessary [patents and copyrights](https://www.copyrightservice.co.uk/copyright/intellectual_property). When an idea launches online it’s open to the world, and if it’s low-cost and easily replicable, you might well find yourself undercut. Of course, one important way to tackle this is to ensure you’re offering the best deal and/or service to your customers, but you should also think about your legal rights.

It’s worth remembering that e-commerce doesn’t exclusively refer to business-to-customer product transactions. You could also be selling a service, either to other businesses or to customers. Don’t feel like you have to limit your options simply because you’ve gone online-only.

**Your Website**

 When you’re an e-commerce business, your website is your storefront. You’re dressing your shop window when you pick out your design, so it’s important to take many of the same things into consideration. What products or offers do you want to display front and centre? What kind of mood do you want to invoke in your customers, or what kind of tone do you want to set for your store? How are you going to entice your customers to explore more of your offerings?

Once they’re past your home page, customers will be looking for accurate and appealing information about your products. This is where your [product copy](https://www.shopify.co.uk/blog/8211159-9-simple-ways-to-write-product-descriptions-that-sell) comes into play. It’s important to make sure that your product descriptions not only aptly describe the items at hand, but also capture the tone of your business. If items arrive not as described you’ll soon see a high number of returns, so it’s important that you don’t twist the truth even while you’re trying to market your products. Find a way to highlight the best features, but don’t try and disguise something they’ll find out after they order. It’s also important to remember that if your customer has to look elsewhere for information, they’re more likely to buy elsewhere too. You want to avoid taking your customer off your page – so any extra information should be summarised rather than linked to.

Of course, alongside top-quality copy, you need high-resolution images. The quality of your images will give your customers an idea of your professionalism. Low-res shots that are clearly taken in a family home won’t encourage the same trust as a high-res, clean shot on a classic white background. Make sure to include any necessary angles in order to give your customer a fuller idea of the product, and think about including a video if it fits your product. As well as making your website more engaging, this can really help bring your items to life.

The most important factor to take into consideration when building your website is the [user experience](http://uxmag.com/articles/explaining-ux-design-to-your-team). Make sure your navigation is simple and your links are obvious; the easier it is for customers to get around your site, the more likely they are to stay a while.

This is true whichever platform your consumers are viewing your website on. Nowadays, more people shop with their mobile phone than their desktop computer, so it’s important that your website looks as good on a mobile as it does on a desktop, a laptop and a tablet.

**Your Marketing** 

If your business is online, it naturally follows that your potential customers will be too. For marketers, this is great news. Not only is online advertising far cheaper than traditional methods such as print and television, it opens up a number of exciting new possibilities.

There are a few go-to websites that are utilised by almost all businesses when it comes to online marketing. Google banner ads are one of the most popular paid-for options, as are promoted Facebook posts. Then there are a myriad of options for more company-specific advertising. For example, a company like GoPro is the perfect fit for video advertising on YouTube because of the nature of the product. A make-up retailer would likely see the best results from pairing up with popular beauty bloggers like Zoella. Explore the options available to you and find the best fit for your brand. And don’t be afraid to think outside the box – that is, after all, what the Internet is all about.

As well as paying for advertising, you should make the most of the free marketing available to you online. One of the most obvious channels is social media. As well as posting on your own pages – and you should try and cover as many platforms as possible – you can encourage customers and family and friends to post on their accounts too. Competitions are a great way to encourage interaction, as are questions posted on your pages. Make sure the product pages on your website have shareable icons so your visitors can easily post them to their social channels.

Another important element of online advertising is Search Engine Optimisation. As well as paying to appear on Google, you can try and boost your pages up the search results by using relevant keywords and creating strong inbound and outbound links.

**Your Delivery (and Returns)** 

Everything’s up and running, you’ve put the word out and now you’ve got your first orders. What next? Deliveries.

It’s vital that you are able to deliver products reliably, on-time and in good condition, because otherwise you risk not only losing your earliest customers but also your reputation. If you fail to deliver as expected, you’ll soon find that bad word-of-mouth weighs down your business before you’ve even got it off the ground.

You need to consider a number of factors when arranging your delivery process. First of all, there are different expectations in different countries. If you have an international customer base (as is one of the great advantages of the internet) you’ll have to consider that customers in European countries expect much faster delivery times than those in Australia. It’s worth scoping out what other companies are offering. If there’s a high number of same-day delivery services on offer, you might find that customers will soon become impatient with week-long delivery times.

You should also think about [choosing a courier service](http://smallbusiness.co.uk/the-everincreasing-necessity-to-choose-the-correct-courier-2466362/) you want to work with. Be sure to check out feedback and reviews to see what experience other companies have had with them in the past. As well as asking for testimonials, it’s worth having a look online at customer reviews to see if they’ve received their products on time and in good condition.

As well as sending your products out, you have to be prepared to receive them back. It is to be expected that e-commerce businesses see a higher rate of return than storefronts, since customers can’t see the product in person prior to purchasing. It’s important to make sure you have a smooth-running returns procedure in place, and to make sure information about this is clearly available to your customers. In fact, a company’s return policy can be an influencing factor in a consumer’s decision to purchase. ASOS is a good example of a company whose generous returns policy – they are known for offering free returns – has gained them a loyal following.

**Your Future **

When launching your business, it’s important to take into consideration both your circumstances now and your circumstances as they could be in a few weeks, months, and even years. This, of course, means making contingency plans, but it also means planning for success.

Work out [what level of growth your company](http://www.investopedia.com/terms/s/sustainablegrowthrate.asp) is able to sustain. Figure out what your budget is for bringing on new staff, and work out which new avenues you want to explore if the current ones work well. It’s also worth thinking about which direction you hope to grow in. Are you looking to offer more products or services in your current area, or do you want to expand your customer base – perhaps even internationally?

If you hope to take your business across seas, it’s important to look into the different business laws and taxes that apply in different countries. It’s also important to think about the different markets you’ll be appealing to. This could be anything from changing the language your products are marketed in to developing an alternative tone of voice that will better suit your new customers. It could even mean offering slightly different services in different places.

What are your top tips for starting an e-commerce business? And where do you see e-commerce going in the future? Let me know in the comments.

Starting a Successful Ecommerce Business

For all of 2022 thus far, stocks have been in a bear market that has seen many of the high-flying tech stocks crash back down from their pandemic-related highs of 2020 and 2021.

          The market has been brought down by fears of inflation, high-interest rates, a war in Europe, and even supply chain glitches still related to the shutdowns. In addition, though the pandemic is all but over in most places around the world, many cities in China are still facing lockdowns due to Covid outbreaks which are having a detrimental effect on Chinese manufacturing.

          As we head into the fourth quarter, there is reason to be optimistic that the worst is over and we could be on the cusp of another bull run. Though some sectors, most notably tech, will continue to face challenges for the foreseeable future, there are opportunities in this market.

### Some Headwinds Will Continue

          The equity market will continue to face certain headwinds at least through the end of the year. Most notably, _inflation_ is still quite high and has yet to show any real signs of abating. Inflation fears will continue to hamper the tech sector, where profits are expected to grow far out into the future.

          While many of the tech companies still are showing signs of growth and profitability, as long as inflation is high, investors will be hesitant to pay up for those future earnings.

          The Federal Reserve is still _raising interest rates_ in an attempt to slow down an overheated economy. While rates are higher than they have been, it must be noted that rates are not high by historical standards. Rates are simply rising toward the historical average after years of being kept artificially low in an attempt to keep the economy afloat during the pandemic.

          The higher rates will hamper some industries, most notably the home builders, as both businesses and consumers will be hesitant to take on excessive debt.

          Finally, the _war in Ukraine_ will also be a drag on certain parts of the stock market, world energy markets will remain volatile and the European consumer will remain cautious.

### Has Big Tech Bottomed?

          The four Big Tech behemoths, Microsoft, Apple, Amazon, and Google parent Alphabet all reported disappointing third-quarter numbers and light guidance for the fourth quarter.

          Google has seen consistently diminishing growth for several quarters in a row. Microsoft reiterated weaker-than-expected growth in their cloud service Azure. Amazon reported very low fourth-quarter guidance and finally, Apple was initially brought down by lower-than-expected iPhone sales and service revenue.

          Since reporting, it does seem that the bottom may be in for Big Tech. All four of those names have drastically fallen from their all-time highs and now their P/E ratios may start to look attractive to new investors. Time will tell but the fourth quarter could well be a nice buying opportunity for these stocks.

### Sectors Presenting Opportunities

          While tech may still be too volatile for many investors, four sectors could be exceptional buys in the fourth quarter. Industrials, Energy, Healthcare, and Financials.

          The big banks such as Goldman Sachs, JP Morgan, Bank of America, Morgan Stanley, and Wells Fargo have a very good outlook and could go much higher in the fourth quarter and into 2023.

          The higher interest rates will allow banks with retail customers to still pay next to nothing on deposits but collect a nice risk-free return by purchasing treasuries. Banks with trading operations, such as Goldman and Morgan Stanley, will have a nice quarter as well as investors bring in cash from the sidelines. Both of these factors should combine to make for a potentially nice quarter for the financials.

          Healthcare stocks will do well also. With limited opportunities elsewhere, stalwarts such as UnitedHealthcare and other insurers will see multiple expansion as investors will be more willing to pay up for their modest but reliable profits.

          In addition to the insurers, several drug makers have exciting drugs in their pipelines that could spell enormous profits going forwards. Most notably, Eli Lilly has an Alzheimer’s drug-seeking FDA approval that, along with improving the quality of life for millions of people, many analysts think could be the most profitable drug of all time.

          Also on the healthcare front, by now we all know that the Chinese vaccines are not effective. There is always that possibility that the CCP will swallow their pride and order a billion or so doses of Pfizer’s Covid vaccine, but betting on that would be speculation.

          The energy sector will also do well in the fourth quarter. High oil prices mean big profits for the oil field services companies such as Halliburton and Schlumberger. There will likely be several big winners in the energy sector during Q4.

          Finally, the industries are poised for a great quarter. We saw during earnings season that conglomerates, such as Honeywell, are seeing increased demand and holding their margins better than had been expected.

### Tech’s Diamond in the Rough

          Tech will for the most part remain challenged. Chip stocks such as Nvidia, AMD, Skyworks Solutions, Marvell, and others that worked so well in 2020 will stay down due to demand issues as well as inflation fears. 

          Cybersecurity stocks may be the exception to the headwinds faced by the rest of the sector. Demand for cybersecurity is sky-high, as well as margins. There has been an uptick in cyber-attacks coming out of Russia and elsewhere, and several high-profile data losses in the last few years have cybersecurity at the forefront of everyone’s mind.

### Recession Questions
         
Finally, we get to the proverbial elephant in the room. Questions remain unanswered about whether we are headed toward or even currently in the midst of a recession. Objectively speaking, a recession as has traditionally been defined is almost a certainty. For years the generally accepted definition of a recession has been two consecutive quarters of negative GDP growth.

          That will undoubtedly happen, the murkiness comes from the fact that elected officials, their would-be opponents, and others in the media have been slowly changing the accepted definition of a recession for political purposes.

          The definition of a recession has no impact on the equities market, and those evaluating stocks can disregard the political discourse and focus on the facts and the data.

          In eleven of the past twelve recessions, the market bottomed out before the recession ended. Based on that history, it is plausible that the bottom of this bear market has in fact already occurred.

### Speaking of Politics

          Along the lines of political questions, there are important midterm elections coming up very shortly. Historically stocks tend to rally following elections, regardless of the outcome. The market loathes uncertainty and time and time again we have seen short-term rallies following elections when we get some clarity on what direction the government may take.

### On the Global Front

          Rising interest rates in the United States, as well as global unrest and uncertainty, have incentivized investors around the world to seek refuge in the U.S. Dollar, sending the exchange rate to unprecedented levels. While a strong dollar may be nice for those planning an overseas vacation, it is not always ideal for U.S. corporations doing business overseas.

          With the Dollar trading so high against the Euro, Pound, Yen, and others, companies with sales overseas have seen their profits dwindle as they exchange their profits for Dollars back home.

          With interest rates likely peaking in early 2023, or perhaps even sooner, this quarter may be a great time to choose stocks with large overseas operations. On their latest quarterly conference call, Apple noted that iPhone sales in Europe were down, and many other companies have said similar things as well.

          On the other side of the globe, China’s economy is still facing headwinds due to Covid related lockdowns. Many of their manufacturing centers have been hit especially hard, causing a ripple effect throughout stock markets around the world.

          One wildcard in the equities market may be when will China either shift from its Zero Covid policy or acquire an effective vaccine, either from a Western pharmaceutical company or developing it on its own.

          As we head into the final quarter of the year, there are reasons to be optimistic even though there are major challenges to overcome. The bottom line is that the worst of the bear market is likely behind us and there will be some tremendous opportunities in certain sectors. The high-flying tech stocks that worked during the past two and a half years are out, and industrial, financial, healthcare, and some energy stocks may be in.

My own tryst with the stock market began a bit late in my life, beginning around the age of 35, and chiefly in the Indian stock market. It was a time when you had one site called sherkhan.com and another one I cannot recollect. Stocks were purchased and sold via brokers and your own CPA. I had very good ones.

In a span of 3 months, I purchased a few cars – 4 of them – with the money I made through stocks and put them out on hire to a travel co. Thereafter, dabbling in stocks was quite erratic and periodic, though I always made a healthy number of profits, never lost. Lucky? Nope. I read the effing fine print. THAT helped, and a sort of gut feeling about the highs and the lows. Came from poker, I guess.

After a few years of sparse online trading, I put it on the back burner. Some attention went to crypto.

Today, I am back with stocks, though I have my own consultant for the same, who gives me a steady and fixed profit of about 5% each month on my investments. In-house trading helps – as in I have one of my own associates invest healthily as well.

The winning streak continues!

Taking Stock: The Q4 2022 Equity Market Outlook

When you reach your first business failure, it is easy to feel like a failure yourself. But, most entrepreneurs would be lying if they said they never failed at a business venture after starting up their businesses. Most business owners, at one time or another, will fail at a business-related task or venture. And guess what? They live to tell about it.

A business failure does not make you a personal failure. And bouncing back from a business failure is absolutely possible, should you choose to continue your business and move it in the direction of success.

Of course, everyone will react differently to a business failure. However, there are a few steps you can follow to bring your business back to life, no matter how it affects you, your business and your personal life.

**1. Draw the Line Between Business and Personal**

The most important thing you can do when bouncing back from a business failure is to quickly draw the line between your personal life and business life. This includes not seeing yourself as a failure because your business failed. Remind yourself that this is a business and mistakes happen, just as they do in your personal life.

Once you have that in mind, continue to separate your business and personal lives financially. If your business is struggling to make money, be careful to fund the business with your own money, as this can cause a slippery slope of trying to dig yourself out of a hole you may never be able to get out of.

Make sure you keep your business and personal accounts separate. Try to raise money by starting an online fund where investors can find you and invest in your company. Or consider a small business loan for the lowest amount you need to get yourself at least breaking even for a while. But hold back on the temptation to use your own money or credit lines to fund your business failure.

**2. Consider Downsizing**

After a business failure, you may need to cut costs wherever possible to get your business back up, running and making money again. Unfortunately, this could include downsizing inventory, office space and even employees.

As difficult as it may be to let some employees go, you have to think about the long-term effects hanging on to them could have on your business. The larger your payroll, the less money your business has to sustain itself after a failure. Remind your employees that the decision to let them go has nothing to do with their performances, but rather, the good of the company. Let them know they will be considered for re-hire should the business bounce back in the future.

Consider quickly selling off some inventory to make extra money, do more work yourself, or even temporarily move the business to a home office to save money on overhead. Downsizing may not be ideal, but it could be a short-term solution toward investing in your long-term business goals.

**3. Find Some New Ideas for Your Business**

It is possible that your business failure had something to do with too many ideas, not enough ideas or ideas that just did not take off like you thought they would. So, consider some alternative ideas for your business. This could be anything from a new marketing strategy to a small re-branding – something to make your business new and fresh.

If you need to, take a short break while you re-strategize your business. Define new goals, detail what you want your business to be and figure out new ways to get your business there. You may find that stepping back for a short time will allow your brain to re-think your current strategy and help you come up with alternatives.

You do not have to create a new business altogether. Instead, consider making a name change, finding ways to get your business name out in your community and learn to network with those in your business field. This way, you can build a support system that could potentially lead to new ideas and strategies that work for your business.

**4. Set Smaller, Short-Term Goals**

One of the reasons you had a business failure could be because your business goals were too difficult to reach within the time you wanted them to. Bouncing back from a business failure related to unattainable goals is possible, though, by creating some new, smaller goals.

Instead of setting a goal for annual revenue, for example, set a weekly goal. How much do you actually have to sell to break even or to make a profit? Figure that out and then focus on how much you want to sell each week as a goal. It may seem counter-intuitive, but focusing on the smaller picture can actually get you reaching the bigger picture faster.

Additionally, creating and reaching smaller goals will make you feel successful each time they are completed. A consistent completion of goals will help you stay motivated to create and reach new goals rather than struggling to reach goals that are months or years away.

**5. Enlist the Help of Friends and Family**

When you and your business are in a bind and you are forced to scale back on employees, consider asking [close friends and family to help you](http://edition.cnn.com/2015/12/17/africa/5-ways-to-overcome-business-failure/). Those closest to you will be happy to provide you extra support – and extra sets of hands – to get your business back on track.

Financially, you might consider borrowing money from a close friend or relative to get your business moving again. Remember to outline specific details regarding interest and length of the loan and promise to stick to them. Or, ask a friend to co-sign on a business loan for you if you need some help with credit.

If you decide to change your business plan, lean on those closest to you who might have been in a similar position with their own businesses, or can connect you to others they know. Sometimes, a network exists where you did not know there was one. Do not be afraid to ask for help when it is needed, and you will be surprised by who is readily in your corner.

**6. Use Your Past Failure to Motivate Your Future**

Things that happen can seem to try to break you, but sometimes, these things are the best motivators in life. After you work on getting your business back to where you want it to be, reminisce on the events that led up to your business failure. Do not use them to beat yourself up, but rather, as motivators to push your business past where you ever dreamed possible.

Keep a list of every single goal you had for your business that you have met along the way. Make sure you date each goal so you can go back and see how far you have come since you struggled with your business. Make a plan to make each goal bigger and better than the last so, when you reach each one, you will truly feel like a success.

Continue to keep the enthusiasm you had about your business when you started it even after you have had a major setback. This is still the business you fought to make into what it is today, and you should never lose sight of that dream. Constantly thinking about what went wrong and worrying about it happening again will surely damage your perception of yourself and your business.

Bouncing back from a business failure will take time, but taking these steps is worth it if you truly care about your business and want to see it succeed. Enlist the help of others, make realistic goals and never let the past of your business be an indicator of its future. What other ideas do you have to bounce back from a business failure? Feel free to share your comments and questions with me.

Related: [Common mistakes Startup Companies Make](https://www.aniketwarty.com/common-mistakes-startup-companies-make/)

The 6-Step Process for Bouncing Back from a Business Failure

The past few years were marked by a world pandemic, inflation, political turmoil, and several changes and even so, we’ve witnessed continuous rapid digitalization, innovation, and increased investment in technology.

Technology breakthroughs allowed companies to adapt to these difficult circumstances, turning them into competitive advantages that ultimately resulted in increased productivity and better services.

Staying on top of tech trends helps business leaders plan ahead. By watching the development of new technologies organizations can anticipate how to use them and how they’d impact the company’s growth.

In this article, I’ll be sharing the top 10 anticipated tech trends in 2023. Discover all of the significant tech trends for this year and figure out exactly what new developments you should be prepared for.

### The Top 10 Anticipated Tech Trends In 2023
The top 10 anticipated tech trends in 2023 revolve around artificial intelligence and machine learning, quantum computing, and blockchain. This will also be a strong year for tech development regarding the metaverse, IoT, super apps, and many other areas.

### Artificial Intelligence and Machine Learning
Even though artificial intelligence has been around for a while, it continues to be an emerging technology with the ability to improve the yield of other technologies like robotics, quantum computing, and the Internet of Things (IoT).

Artificial intelligence and machine learning and widely appreciated for their capabilities in image and speech recognition, navigation assistance, ride-sharing applications, and carrying out both creative and mundane tasks. Further AI developments will allow this tech to:
- 
- Analyze different interactions to determine basic connections and insights
- Predict demand for services to determine better resource use
- Detect patterns in customer behavior to help companies provide custom experiences
Popular variations in the AI field continue to attract more business leaders. No-code AI is based on drag-and-drop interfaces that make it more accessible to developers. Companies are likely to capitalize on this to create more AI-based products and services while still reducing time to market.

Another exciting AI field includes synthetic content. Artificial intelligence can harness its creative power to create new images, sounds, or data, that never existed before. This will likely lead to new forms of AI-based entertainment.

Companies will also take advantage of adaptive AI systems to increase efficiency, maximize resources, and reduce delivery times. This AI technology adjusts to changing circumstances in the real world by interpreting behavioral patterns in datasets, while in production.

### Quantum Computing
[Quantum computing](https://en.wikipedia.org/wiki/Quantum_computing) is a tech trend that uses subatomic particles, superposition, quantum entanglement, and other quantum phenomena to create new ways to process and store data. Using this technology, developers will be able to create new devices that are a trillion times faster than the best regular processors available today.

This form of computing has already shown proof of its great advantages. It was involved in preventing COVID-19 spread and developing potential vaccines. It’s also a great bet in the banking and finance space for credit risk management, high-frequency trading, and fraud detection.

Quantum computing can assess, monitor, analyze, and act on data regardless of its source. So, it isn’t a surprise that there’s currently a global race to create quantum computing at a large scale. However, quantum computing might pose a significant risk.

This technology is so powerful that it might render current encryption techniques ineffective. Any nation that heavily advances in the quantum computing field will be able to easily break encryption employed by other nations, businesses, and organizations.

### Blockchain
Over the years, blockchain’s popularity has risen and this technology is in high demand. While many associate blockchain with Bitcoin, its applications go well beyond the realm of cryptocurrencies.

Blockchain works as collections of data to which developers can only add to, creating a chain of data. Not being able to modify previous blocks makes this technology very secure. Another great feature of blockchain is that it is consensus-driven, meaning that no entity has control over the data.

This decentralization creates new ways of transacting, communicating, and doing business. There’s no longer a need for an intermediary that verifies the data through a centralized system. The data is not stored in an encrypted and more secure way.

Blockchain is an anticipated tech trend that allows companies to create new ideas. It accelerates the process of verifying transactions, preventing fraud and cyberattacks, while remaining efficient, reliable, and secure.

### Sustainable Technologies
In recent years business leaders became much more conscious of their carbon footprints and began making numerous changes to their organizations to minimize their waste or transform it by using sustainable technologies.

Companies are turning to AI, blockchain, cloud computing, extended reality, robotics, and many other forms of technology to help them create a greener, more sustainable future without sacrificing efficiency, productivity, and growth.

### Metaverse
The metaverse is an immersive 3D virtual world experience that profoundly enhances the experience of the Internet. We’re still far from seeing its completion but we’ve begun to understand its many capabilities.

This virtual world is great for people looking for new gaming experiences or other ways to socially interact. However, the metaverse is also a great opportunity for companies in terms of increased social presence, remote working, payments, healthcare, product trading, and more.

Many organizations are already capitalizing on this immersive environment to improve their services and connect with their consumers. Companies of all sizes, from all industries, are creating interactive metaverse-like experiences.

Future metaverse features will include advanced avatar systems, with the creation of full-body haptic suits and headsets that allow the metaverse to better simulate reality. GPS-like applications will allow metaverse users to quickly travel between different metaverse worlds.

### Internet of Things (IoT)
The Internet of Things refers to the growing number of devices connected between themselves due to Wi-Fi. There’s already a long list of IoT devices that include smartwatches, smartphones, fitness trackers, smart door locks, home voice controllers, and even coffee makers.

We can lock our doors remotely, schedule a fresh morning coffee, and monitor our overall fitness using IoT. However, as long as it is possible to connect our smartphones to everything surrounding us, this industry will continue to grow.

The IoT helps companies make better decisions by allowing them to collect and analyze real-time data. This feature could prove useful in a wide variety of industries by enabling predictive maintenance, accelerating medical care, improving customer service, and more.

A new area of IoT is also rising. It is called the AI of Things (AIoT) and refers to using artificial intelligence technologies in IoT devices to improve functionality and performance. It allows devices to autonomously collect and analyze data, make decisions, and take actions without human intervention.

### New Energy Solutions
Because sustainability is such a big goal across all industries, a great way to take advantage of current advancements in technology is to employ it in developing new energy solutions. This might lead to creating new types of sustainable energy models or improving already existing ones.

For instance, applying artificial intelligence to renewable energy models like wind and solar power could help increase their benefits. AI could detect any anomalies, predict failures, and allow workers to take timely action.

Innovation in the energy section appears in many different forms. These include smart grids that forecast peak energy demand and predict equipment failure, self-piloted drones that keep track of power lines and facilities, and even digital twins that simulate grid upgrades and show potential outcomes.

### Robotic Process Automation (RPA)
Closely related to artificial intelligence and machine learning, RPA automates a wide variety of business processes and repetitive tasks. Some of them include interpreting applications, managing data, processing transactions, and responding to emails.

Not dealing with time-consuming, run-of-the-mill business tasks give employees the freedom of focusing on more creative and productive tasks, increasing profitability, saving costs, and reducing the chances of errors.

### Super Apps
Super apps are the apps of the future and therefore one of the most anticipated tech trends in 2023. They work as a digital ecosystem, a platform consisting of many different mini-apps that can be added or removed according to the user’s will.

The main goal of super apps is to replace the wide variety of available apps with a compact app that provides users with the features they need the most. Super apps combine utility with the creation of personalized user experiences.

An example of a successful super app is called PayPay. This is a Japanese payment provider that also offers mini-apps for purchasing movie tickets, ordering food, financial management, bicycle sharing, and more.

Future super app developments will likely include features that support chatbots, Internet of Things (IoT) tech, and the metaverse.

### Extended Reality
Extended reality encompasses all types of technology that simulate reality including Virtual Reality, Augmented Reality, Mixed Reality, and everything in between. Extended reality tech continues to help us break away from the real boundaries of the world with its features.

This technology is popular among many industries from gaming and medical specialists to retail and even modeling. It can also be useful in training, entertainment, education, marketing, and injury rehabilitation.

Recruiters can take advantage of ER to conduct onboarding processes. The military might adapt simulation software to their VR or AR equipment to have their personnel train and safely improve their abilities. And even therapists can use this tech to employ exposure therapy treatments without directly exposing their patients to their stressors.

### The Top 10 Anticipated Tech Trends In 2023 – Final Considerations
Staying on top of technology development allows companies to quickly adapt and keep up with their competitors. To help keep you up to date I created this curated list for the top 10 anticipated tech trends in 2023.

Among the most popular technology trends, artificial intelligence and machine learning, quantum computing, and blockchain seem to stand out. However, the metaverse, IoT, and super apps will also have a great presence in the tech development field.

Technology will continue to aim for automation, independent decision-making, and improving internet experience. Sustainability, extended reality, and interconnectivity between many more devices will also play a big role in the development of new tech.

The Top 10 Anticipated Tech Trends In 2023

Pitching to high-level (C-Level) Executives is a pretty daunting task to say the least. Many a great business development exec or even the best sales folks around have proverbially bitten the dust when it comes to selling/pitching to a C-Level Exec, yes.

C-level decision makers are paid to improve their business results. Regardless of how the media portrays these executives, their primary concern is to improve their business. This includes increasing sales, market share, customer loyalty; reducing costs, errors, or employee turnover; improving productivity, employee engagement, customer service, etc.

How does your product, service or solution address one of these issues?

C-level decision makers deal with changing priorities. Improving customer engagement may be a top priority today but tomorrow that executive may be faced with cutting $250,000 in expenses. That means they sometimes go cold after expressing initial interest in your solution.

Do you have a strategy in place to keep your solution current?

C-level decision makersare extremely busy. The average executive arrives early in the morning and stays late into the evening. They get dozens of calls every day, receive too many emails, and attend too many meetings. This means that you need to maximize every minute you have when you connect with them. This applies to telephone conversations and face-to-face meetings.

Do you know EXACTLY what to say when you connect with these individuals?

C-level decision makersrely on others. Contrary to popular belief, these high-ranking big-wigs seldom make decisions on their own. They often defer to other people on their team and ask for feedback from peers and/or subordinates. This means you need to involve these people in your conversations and include them in the decision making process.

Do you have the ability to finesse this?

C-level decision makers don’t like to make mistakes. A major mistake can affect an executive’s reputation in their company. This affects the decision-making process which means you need to uncover their risk factor during your conversations.

How will you reduce your prospect’s risk factor?

C-level decision makers have big egos. Most executives have a healthy ego which is one of the things that helped them achieve their status in the company. This means that you need to be very confident in your own abilities when selling to these individuals. Don’t back down when you’re challenged. In fact, doing so could cost you the business because C-level execs want to deal with people who believe in what they do.

Are you confident enough to deal directly with C-level executives?

C-level decision makers spend the bulk of their day in meetings.The next time you’re in the office, watch an executive. Chances are you will see them dashing from meeting to meeting. Your prospects are in the same position. They aren’t sitting at their desk waiting for you to call them.

Are you persistent in your efforts to connect with these individuals?

C-level decision makers have at least 40 hours of work on their desk at any given time. Several executives I know have expressed these sentiment, “I will never get caught up” or “Just when I think I can’t get busier, I do” or “I never call a sales person back because I already have too much on my plate.” you need to give these individual’s an extremely good reason to meet with you or take your call.

Is your approach effective?

C-level decision makers receive upwards of 150 emails every day. Many sales people use email as their major form of correspondence and it can be ineffective because most C-level decision makers simply don’t have time to respond to every email. A Managing Director once told me that he prefers telephone correspondence because he simply can’t get to every email, even when he wants to.

Do you use a variety of strategies to connect with C-level decision makers?

C-level decision makers think big picture.Stop focusing on your product or your company and start looking at the big picture of your prospect’s business. Most C-level execs don’t get bogged down in the little details of their business—they pay others to take care of the details. I once met with the President of a $125 million company and made the mistake of asking her questions about front-line execution instead of top-level strategic issues.

Can you see and discuss the big picture?

Think about your responses to each question and adapt your approach accordingly.

Tips for Pitching to C-Level Executives

### Introduction
Cybersecurity has always been a hot topic, and as technology advances, the risks associated with cybersecurity will continue to grow. As a result, businesses and organizations are increasingly taking cybersecurity seriously as an investment.

[Cybersecurity](https://securityintelligence.com/articles/7-reasons-global-attacks-will-soar-2023/) is a fast-moving industry, with new developments, risks, and regulations constantly being introduced. It protects an organization’s data, reputation, and employees. With increased cyber risks and cyber threats emerging regularly, it has become essential to prepare ahead to tackle them effectively.

To manage day-to-day operations productively, businesses of any shape and size must be up-to-date with the latest technology trends. They must constantly innovate and look for ways to improve their measures against cyber threats and incidents. The increasing risks of cyber-attacks make it imperative to take necessary proactive measures and ensure that they are executed effectively.

### What is Cybersecurity?
Cybersecurity is designing and implementing mechanisms, technologies, and processes that protect an organization’s data, transactions, information, systems, networks, and assets against cybersecurity threats. Cybersecurity is a review of all the elements that are likely to be attacked and a plan for all possible approaches in response to attacks. Cybersecurity is also a broad term that can be broken down into various sub-categories, such as cyber security management, cyber threat management, information assurance, and many more.

The increasing number of vulnerable networks and unattended mobile devices makes it imperative for organizations to take proactive approaches to safeguard their systems against attacks. However, cybersecurity is more than just protecting the systems. It involves protecting the users and their data from malicious attacks.
### What are the Top 8 Cybersecurity Trends to Watch Out For in 2023?
With the increasing number of cyber-attacks, organizations must take note of cybersecurity trends likely to emerge in 2023. The following are some of the top 8 cybersecurity trends that you should keep an eye out for in 2023:

### Artificial Intelligence’s Possibilities (AI)
Artificial intelligence (AI) has become a major concern for cybersecurity professionals, as it is expected to significantly change how organizations conduct their business. This involves using AI tools to manage cybersecurity risks and threats, automate cybersecurity processes, and enhance the information-gathering capabilities of security solutions.

AI-enabled security solutions will continue to develop in sophistication as organizations begin to consider how they can use AI technology for cybersecurity purposes. These AI-based security systems will be able to learn from cyberattacks and respond accordingly to protect themselves from future attacks. Fraud will also be a major concern in the coming years as AI-based security solutions can be technically manipulated to carry out cyber-attacks.

### The Growth of Automotive Hacking
With the increasing number of connected vehicles on the roads, there has also been an increasing threat of cyberattacks on these vehicles. As a result, governments are now creating laws and policies to mitigate this growing risk.

Automotive hacking has become a significant concern in cybersecurity, particularly as more cars are being produced with built-in connectivity. These connected devices could be vulnerable to privacy breaches and safety issues if hacked. With the increasing use of in-car connectivity, there could be a need to install more advanced cybersecurity measures. Such measures will include tamper-proof models and real-time monitoring of cars while they are being driven.

### Possible Vulnerability of Cloud
Cloud computing is also a major concern from a cybersecurity perspective, as it raises questions about the security of data stored on cloud-based servers. This has been a major challenge for many businesses in the aftermath of data breaches.

Cloud security vulnerabilities will continue to be an issue, as there is still confusion surrounding the risk of being hacked. Some businesses and organizations are reluctant to store data on cloud-based servers because they may be vulnerable to cyberattacks. Despite the risks, cloud-based servers will continue to be used by organizations for storing data in the future. As a result, organizations will need to take all necessary steps to secure their data, particularly as more cloud-based applications are being developed.

### The Rise in Ransomware Attacks
Malicious software attacks are another concern for cybersecurity professionals. As cybercrimes, such as ransomware, become more prevalent and costly, the need for proper digital defense will increase.

With the increased ransomware attacks, security professionals must develop adequate defense and detection methods to mitigate these growing threats. The increasing ransomware attacks have given rise to the need for organizations to invest in stronger security measures for protecting their data. These security measures could include backup systems, data encryption measures, and the strengthening of network security.

### Hacking IoT Devices
The Internet of Things (IoT) has become a popular way of integrating technology into existing systems and creating new devices. This is especially true when cities upgrade their infrastructure with IoT-based solutions.

As cities expand the use of IoT solutions, there will be an increase in the likelihood that IoT devices will be vulnerable to cyberattacks. As a result, city governments will have to adopt policies and procedures to ensure the security of these devices. This could include defining a cybersecurity strategy for all cities and municipalities and creating security protocols for managing IoT devices. Cities will also have to take steps to ensure that device manufacturers are held accountable for any cyberattacks on the IoT devices they develop.

### Data Breaches of Organizations
Data breaches are also a massive concern for organizations, as data theft and security breaches continue to be growing issues. These attacks are especially costly for businesses after a data breach.

Cyber breaches can also have devastating effects on an organization’s reputation. This is why it is increasingly crucial for organizations to develop proper digital defense policies to protect themselves from these costly attacks. With the growing data breaches, organizations must invest in proper IT infrastructure and implement a sound cybersecurity strategy to protect their data and networks.

### Risks from Insiders
The risks posed by insiders, such as former employees and disgruntled current employees, are also a growing concern for businesses. One of the main reasons for this is that with the increased amount of data available to these insiders, there are more opportunities for them to be exploited by malicious actors.

The threats from insider trading will become more significant over time as more organizations recognize these risks and establish policies addressing them. As a result, organizations must ensure that their business partners comply with the data protection legislation.

### Great Awareness of Cybersecurity
Cybersecurity is becoming increasingly important for businesses and organizations, which is why there will be a rise in cybersecurity awareness programs designed to educate employees.

Crisis simulations are another tool that businesses can use to train their employees about the risk of cyberattacks. It is also possible that more businesses will hire dedicated personnel to ensure they have someone to turn to in the aftermath of a cyberattack.

With the increase in the likelihood of cyberattacks, there will continue to be a rise in the number of businesses aware of cybersecurity.

### Benefits of Watching Out For Cybersecurity Trends
Businesses or organizations must take proactive measures to keep data safe and secure. There are many ways an organization can implement a solid cybersecurity framework. The following are some of the important benefits of watching out for cybersecurity trends:

### Improve Security Posture
With the growing number of cyber threats and incidents, it is essential to have a robust security framework in place to counter the attacks and protect data. Watching for cybersecurity trends can help you assess your security at critical levels. It helps you improve your security posture by identifying loopholes and shortfalls. With a solid cyber strategy, it becomes easier to stay ahead of cyber criminals and hackers.

### Get the Latest Updates
With numerous cyber-attacks and incidents emerging regularly, it is essential to stay updated with the latest trends. Getting regular updates from cybersecurity blogs and newsletters is a good idea. In addition, there are a large number of online security training schools that also provide periodic updates about new threats that are identified.

### Find the Best Security Solutions
If you are looking for an effective, efficient, and affordable solution, it is best to look for the best security solutions. It becomes easier to find the best fit for your organization by keeping a tab on advanced security tools and technologies. Organizations can leverage the potential benefits of cyber threats by looking for highly reliable enhanced security products and services.

### Protect your Business Reputation
Cyber threats and incidents have become major concerns for businesses and organizations. While monitoring the internet, it is imperative to take strict measures to protect their reputation. It is essential to educate employees on what they are doing on the internet and ensure they know how to handle sensitive data securely. They need to know about cyber security trends likely to be prevalent in the upcoming years. This will help them understand how current technologies can secure data more efficiently.

### To Stay Ahead of the Competition
Businesses and organizations are constantly vying for market share in the current market scenario. A strong cyber security strategy is essential for companies to stay ahead of the competition. The emerging cyber trends will continue to be a major concern for companies looking to stake their claim. It becomes more important for them to adopt a strong cyber security strategy to keep pace with the competition by staying ahead of the game.

### Protect your Employees
As cyber threats become more prevalent, ensuring employees have a strong cyber security framework is imperative. It is also essential for them to understand the new cyber threats identified and take appropriate measures to ensure their security. The best way to do this is by educating employees about cyber-attack risks and then training them on how to handle sensitive data securely.

### Resilience to Cyber Threats
With the increasing number of cyber-attacks and incidents, businesses and organizations must remain resilient. They need to ensure that their critical data is protected at all times. The best way to do this is by taking appropriate measures, such as;

• Investing in the latest security solutions.

• Enhancing awareness levels among employees.

• Forming problem-solving mechanisms for dealing with cyber threats effectively.

• Setting up a Virtual CERT or Disaster Recovery Center to handle security alerts effectively.

• Creating and implementing an effective cybersecurity strategy.

• Training on cybersecurity trends and keeping employees updated on the latest threats.

### Conclusion
In conclusion, cybersecurity is a growing concern for most businesses and organizations, as there is a rising demand for security. This will continue to drive companies to seek more sophisticated and advanced ways to protect themselves from cyberattacks. As these cybersecurity trends increase in popularity, it will become increasingly important for businesses to safeguard their data and their organization’s reputation by implementing proper digital defense strategies.

Companies like mine are prone to attacks and we have to take extreme measures at times to ward them off. I hope this article helps.

Top 8 Cybersecurity Trends to Watch Out For in 2023

While none of us can predict the future, one thing is for sure – the FinTech industry will continue to grow throughout 2023. Keep reading for some FinTech predictions in the new year!

### Digital-Only Banking
Throughout 2023, digital-only banking will become the norm, and many banks have already started to pivot to digital-only services. Traditional banking services such as checks and cash deposits will become less popular as customers will turn to digital banking solutions instead.

Banks will offer various digital banking services, including online and mobile banking, bill payments, money transfers, and even cryptocurrency trading. Customers will be able to access these services through a variety of devices, including smartphones, tablets, and desktop computers.

### Financial institutions will pivot to using AI more
In 2023, financial institutions will rely heavily on artificial intelligence (AI) to provide a more reliable and secure customer experience. Banks will use AI technology to automate specific processes and provide more accurate and efficient customer support.

Financial institutions will implement AI algorithms to detect fraud and other suspicious activities and provide personalized recommendations for products and services.

Banks and other financial institutions will also use AI to analyze customer data and provide more accurate predictions about customer needs and behaviors. This will help them make better decisions and tailor their services to meet the needs of their customers.

This technology will also enable financial institutions to offer more targeted marketing campaigns, increasing their success rate and maximizing their return on investment.

### Alternative Financing
In the new year, alternative financing options are expected to be widely available and more common than ever. With the continued development of financial technology, businesses and individuals alike will have access to several innovative and convenient ways to obtain the funds they need.

Some of the most popular alternative financing options in 2023 will include peer-to-peer (P2P) lending, crowdfunding, merchant cash advances, and invoice financing. Other alternative financing options expected to be popular in 2023 include Robo-advisors, cryptocurrency-based loans, and venture capital.

The increased availability of these alternative financing options will mean businesses and individuals will have access to a range of convenient and cost-effective ways to access the funding they need.
### Blockchain will transform financial transactions
In 2023, blockchain technology will revolutionize the way financial transactions are conducted. Blockchain is a distributed ledger technology that can securely store, manage, and track digital transactions without needing a third-party intermediary. This will allow users to make and receive payments faster, securely, and with greater transparency.

The implementation of blockchain technology in financial transactions will provide numerous benefits, such as reducing the amount of time spent on administrative processes, increasing the speed and accuracy of payments, and reducing the risk of fraud.

Additionally, blockchain technology allows for an immutable record of all financial transactions, meaning that all data associated with a transaction will be securely stored and can easily be verified. This will help reduce financial crime risk, eliminating the need for intermediaries and making it much harder to manipulate data.

Furthermore, this technology will give users more control over their finances, allowing them to securely store, transfer and manage their assets without relying on a third-party intermediary. It will also enable users to conduct cross-border payments more quickly and efficiently, eliminating the need for currency conversion and the associated fees.

### Fintech regulations will be intensified
Governments worldwide are expected to look closely at the regulations surrounding the fintech industry this coming year. This heightened scrutiny will be driven by the rapid growth of the sector and a need to ensure that the technologies being used comply with existing regulations.

As a result, governments may impose new requirements on fintech companies, such as registration, licensing, and compliance with anti-money laundering and consumer protection laws. Additionally, regulators may require companies to provide greater transparency in their operations and data security practices.

The fintech industry will need to adjust to these new regulations or face hefty fines and other sanctions. To stay ahead of the curve, fintech companies should begin preparing for the increased regulations by ensuring that their products and services comply with existing rules and regulations. This may include developing a comprehensive compliance program and regularly updating their data security practices.

Companies should also look into obtaining the appropriate licenses and registrations required by their respective jurisdictions. By preparing early, fintech companies will be better equipped to handle the intensified regulations expected to come in 2023.

### Making payments will get even easier
In 2023, making payments will become even more convenient and accessible than ever before. With the advancement of technology and the increased use of digital payments, consumers will be able to pay for goods and services easily and quickly.

Companies will be able to offer a variety of payment options, such as contactless payments, mobile payments, and online payments, to make it easier for customers to complete transactions. Businesses will be able to take advantage of the latest security protocols to ensure that customers’ financial information is kept safe and secure.

Stores will be able to provide customized payment solutions tailored to their customer’s needs, such as installment payments and loyalty rewards. Through these technologies, companies will be able to offer customers a more seamless and secure payment experience.

### API Ecosystems
In 2023, API, or Application Programming Interface, ecosystems will be even more prevalent than they are today. As technology evolves, APIs are becoming increasingly important for businesses of all sizes. Companies realize that APIs are not only a way to access their own data, but also a way to access data from other companies and build an interconnected system. This interconnected system allows for increased efficiency and better collaboration between companies.

As businesses continue to embrace APIs and their benefits, the need for a more secure, reliable, and accessible infrastructure will increase. Companies will invest heavily in developing and managing their API ecosystems to meet this need. These ecosystems will be comprised of multiple APIs, each with its own distinct purpose, that are connected and managed together.

API ecosystems will also be more reliable and secure, as companies will be able to control and monitor their APIs more closely. This will be enabled by using security protocols, such as OAuth and OpenID Connect, as well as other tools like tokens and encryption. Companies will also be able to track and monitor their APIs more closely, allowing them to identify and address any issues that might arise.

Tthe use of cloud-based services will also become more prevalent. Companies will be able to develop and manage their APIs in the cloud, allowing them to take advantage of the scalability, reliability, and cost-effectiveness offered by cloud-based services. This will enable companies to develop and manage their APIs more quickly, with fewer resources and lower costs.

### Buy Now, Pay Later
In 2023, buy now, pay later services will provide consumers with unprecedented convenience and flexibility. Consumers will be able to purchase goods and services without having to provide immediate payment, allowing them to spread the cost of their purchase over time. This will make it easier for consumers to purchase higher-priced items, such as electronics, that they may not have been able to afford otherwise. Furthermore, many buy now, pay later services will offer additional benefits such as 0% interest and no fees, making them even more attractive.

The growing popularity of buy now, pay later services will also lead to an increased focus on financial literacy. Consumers will be encouraged to understand the implications of using such services, such as ensuring they have enough funds to pay the balance in full each month. Companies offering these services will likely be required to abide by stricter regulations to protect consumers from irresponsible borrowing.

### Open Banking
Open banking in 2023 will be a reality, and the implications for consumers, banks, and the broader financial system will be far-reaching. Consumers will have unprecedented control over their financial data, allowing them to securely and conveniently share it with third parties. Banks must adapt to the new landscape by offering open APIs, allowing third parties to access their data.

This will enable the development of innovative financial services, such as personalized financial advice and automated budgeting. Fintech startups will benefit from the shift to open banking and be able to compete with traditional banks on a level playing field. Regulators will have to ensure that consumers’ data remains secure and that they are protected from fraud and other risks.

### Contactless Wearables
While contactless wearables are already popular, they will become even more widespread in 2023. In the workplace, businesses will use contactless wearables to secure access to buildings and rooms, eliminating the need for physical keys or badges. In the financial industry, consumers will use contactless wearables to make payments, reducing the need for cash or cards. Contactless wearables will even be used for monitoring health, such as heart rate, temperature, and blood pressure.

As contactless wearables become more commonplace, and consumers begin using them for everyday purchases, manufacturers will focus on making them more secure, comfortable, and aesthetically pleasing. For example, they may have fingerprint scanners and other biometric authentication systems to ensure that only the intended user can access the device. They will also be made of softer, lightweight materials such as silicone or fabric to reduce discomfort when worn. Aesthetically, contactless wearables will come in a variety of shapes, sizes, and colors to appeal to different tastes and styles.

### Final thoughts
The fintech industry has been booming over the last several years, and 2023 will be no exception. These developments in financial technology will ultimately give us more convenience and ease in the new year!

There’s much more to write on this, I will try to cover it in subsequent, related topics.

Top FinTech Predictions & Trends of 2023

Let’s face it- you all want to be your own boss. I mean, we all want to invest our time and energies working towards ‘our’ ideal dreams of making a gazillion dollars, living the high life and not having to report to work on time, or salivate like Pavlov’s dogs at the mere mention of the month end salary.

Good, but how? Owning a business seems like the ideal thing to do- but, it’s not for everybody. If you ain’t as disciplined as a trapist monk, as frugal as your grandma, as calculative as a calculator, innovative as a Leonardo Da Vinci clone, or are still fixated on the ‘not having to report to work on time’ comment from before, stick to your day job.

If however, you do qualify to go after your dreams without seriously pissing off the angels of luck and prosperity sitting on your shoulders- Read on for the 8 steps that will help you get started:

Have a Plan?
What would be your business? Without this, you are goofing around man. You intend to manufacture a product, or run a service that you feel people need. Better if it’s something that’s unique and totally your own- ‘Carpool- When Carrom meets Pool’, see what we mean?

Put your Plan on Paper
Even Moses needed two stone tablets to convince the Israelites about God’s Ten Commandments. To convince people around you, and keep yourself on track, you must put your big plan on paper. A business plan helps to define what you think you need to launch your business and explains its essence in a single document.

What’s in a Name? Everything!!
A good, catchy name is essentially your small business’ calling card- the tip of the iceberg, if you will. Take your time to unearth a good title as people are going to soon associate this name to everything your business stands for. Meanwhile, check out if .com domains are available for this name in a legible combination. If yes, register it before someone else snaps it!!

Recruit the team
Ok, this is the tricky part. Aside from your own expertise, you might want to bring in some of your trusted friends and contacts to join in your mission. This helps build a positive synergy in the team wherein people bounce ideas off each other and generally add to the overall cause. Remember however, this isn’t Oceans 11 or any one of its sequels.

Get the Law on your Side
While building your plans, you might have unintentionally trampled on regulations or sought out patented or soon to be patented ideas as your own. Plus, there are tons of Government rules in place for owing a proprietorship. Hire a good Attorney to help you make sense of all this.

Pump in some Cash
How are you gonna fund your business? Your savings, bank loans, funding from friends, the treasure chest buried in your garden- anything that can help your business get off the ground. With a website and online marketing, you can also seek crowd-funding from the general online masses. Always remember the four F for investment- founders, family, friends and fools.

Create a Brand Entity
Unless you are running a secret project for the CIA, you want people and businesses to know about you. Get a website, corporate branding including letterheads and business cards, and that shiny metallic plaque for your front door.

Online Marketing to round up the Cows
Website for your business isn’t gonna source in your target business overnight. Invest in some Online Marketing to truly spice up your website and business image across the World Wide Web. With powerful Online Marketing you can compete with established names in your sphere of operation from Day 1 itself. Bless the Digital Age!!

There, from an idea to actual business in 8 Simple Steps. Now get off that couch and get moving!

~ Lina Wang

Want to Be Your Own Boss?

The word “metaverse” first [entered our reality in the early nineties](https://www.forbes.com/sites/bernardmarr/2022/03/21/a-short-history-of-the-metaverse/?sh=5d941d955968), but according to recent data, only 40% of consumers actually know and understand what it is. About one-third think it is the future of tech and feel more brands should leverage it.

As a growing trend in digital marketing strategy, the metaverse is still fairly nascent. In other words, it’s evolving quickly, still being built, and some might say it’s too early in the game to define what it is with absolute accuracy. Take the internet, for example. It’s been around since the 1970s, but people at the time couldn’t possibly conceive of what it became.

### What Exactly is the Metaverse?


Ultimately, the term “metaverse” doesn’t refer to any specific technology. More to the point, it describes how we interact with technology online.

The metaverse includes virtual reality and the worlds it contains, augmented reality, and online platforms we access through our computers, mobile devices, and gaming consoles. Virtual experiences, digital goods, social happenings, learning, gaming, concerts, and even crypto trading on the blockchain; it’s all there.

Before we dive into the rest, I think it’s critical—especially today—to make the point that the metaverse is not all about [Meta (Facebook)](https://about.fb.com/news/2021/10/facebook-company-is-now-meta/). Meta is not the only company building out worlds and marketing in the metaverse, any more than Google is the internet. So, while some might equate Meta with the metaverse (and for sure, it’s a significant player), it’s not the only game in play.

As for how the metaverse plays into consumers’ lives, you may have already been there. Attending virtual concerts, shopping at digital stores, and playing online games are three top ways people interact with the metaverse.

Clearly, there is a lot of opportunity for brands in this space. Still, it’s essential to understand how customers interact with the metaverse and know what’s working for others before you invest.

### Who Uses the Metaverse?


[Current data from HubSpot reveals](https://blog.hubspot.com/marketing/metaverse-consumer-data) that metaverse users are primarily Gen Z (16%) and Millennials (15%).

Of those demographics, 40% engage in online gaming, 28% have a VR headset, and 22% have purchased digital assets besides cryptocurrency. 18% have attended a virtual concert, or an event hosted in VR. 23% have purchased cryptocurrency.

In other scenarios, users may visit a metaverse to hang out with online friends, meet with coworkers, or attend a virtual industry trade event. A surprising number even work at virtual jobs and earn money in the metaverse. As brands continue to build out their virtual presences and consumers gravitate to the best of them, we will undoubtedly see more ideas and use cases emerge.


### Is the Metaverse a Passing Phase?


Despite the growing popularity of the metaverse, we are still many years away from realizing its full potential. But we spend so much time on our devices, and the idea of virtual worlds is becoming quite mainstream. Like the universe itself, the metaverse is expanding exponentially, has its own economy, and is already bridging digital and physical worlds.

[~~A recent JP Morgan Chase (JPM) study~~](https://www.thestreet.com/investing/the-metaverse-is-a-1-trillion-annual-revenue-gold-mine) averred that the metaverse represents a market opportunity that exceeds $1 trillion in annual revenue and will almost certainly infiltrate every industry sector in the coming years. In their opinion, the success of the metaverse will hinge on having a robust and secure financial ecosystem that bridges physical and virtual worlds. JPM recently launched its own virtual world; an [Onyx Lounge called Metajuku in Decentraland](https://hypebeast.com/2022/2/jp-morgan-virtual-lounge-decentraland-first-bank-enter-metaverse), a virtual version of Tokyo’s Harajuku shopping district.[ JPM, in particular, has positioned itself as a digital currency champion](https://www.ledgerinsights.com/jp-morgan-blockchain-lead-crypto-junk/), helping to bring crypto markets into the mainstream and develop more robust and secure trading platforms.

All that is to say, the robust growth and innovation happening in the metaverse speaks to both its popularity and potential. Marketers tend to use every available tool to penetrate the noise and get their message across. But it would not be a thing if people were not buying it. And clearly, it is. Done right, you have an eager audience that’s willing to spend top dollar for a quality experience. From where I sit, we’re only just in the foothills of the metaverse range. As the potential grows, the summit might be even higher than we think.


### What About Data Privacy?


Data privacy is top-of-mind with consumers today. Governments and brands alike are actively developing protections to ensure consumers have more control over what information they share and who they share it with.

Of course, in marketing, data is the currency that fuels the digital economy. Encouraging people to share their data and spend more time on your platform is the key to the success of future initiatives. However, consumers who say they “trust” how their data is used in the metaverse still don’t understand exactly what that means.

The overwhelming majority (80%) feel that data privacy is a human right. About the same number have some concerns about how companies use their data, and 51% distrust how they use it. Many think brands should pay for the privilege, which is an interesting statistic. How many brands would pay? How can you place a dollar value on one’s personal data? These are questions yet to be answered, but they are worth considering.

Since the metaverse spans the globe and beyond, it doesn’t limit itself to a single privacy policy or regime.[ It needs to protect users wherever they are located](https://iapp.org/news/a/metaverse-and-privacy-2/). In many cases, multiple privacy laws will apply to a single user, depending on where they reside, where the business is headquartered, and where the servers are located. Suffice it to say; active brands in the metaverse need to consider the global consumer.

The GDPR, for example, [applies to any person of European citizenship](https://edps.europa.eu/press-publications/publications/techsonar/metaverse_en). That person can be at a virtual event with a user from Africa and another from the United States, each accessing the platform from their homes in their respective countries. Each region’s data privacy laws must be upheld. Therefore, it is on the onus of the brand to consider those needs.

No standard regulation exists yet, and we are likely many years away from that day. In the meantime, brands must have good counsel when building out their metaverse presence to avoid non-compliance. [The penalties are steep and can be catastrophic to business continuity](https://www.ibm.com/reports/data-breach).

I’m not at all a supporter or subscriber to these laws – a lot of them are idiotic and irrational. A portent of more such inane regulations to come…

### What Does the Future Hold for the Metaverse?


Nobody’s wildest imaginings conceived of the internet’s potential back in the 1970s. In the same spirit, the future of the metaverse is unknown. If we lost access to the internet and the world became an anarchistic landscape, a la Mad Max, it would be a moot point. But hey, if you ever wanted to experience that, you could probably do so in the metaverse right now. All things considered, it might be a good training ground should the grid go down. Just keep in mind that the weapons and armor you purchase now won’t be available IRL. At least, not yet.

As consumers embrace the possibilities of virtual worlds, brands have an opportunity to meet them where they congregate. From virtual nightclubs to places of worship, virtual travel, wealth building, one-of-a-kind music, art, and experiential events, the potential is (virtually) limitless.

Still wondering about the metaverse and how it can benefit your brand? Let’s talk about it! Post your comments below, and do feel free to subscribe and share.

What Consumers Think About the Metaverse and What Brands Need to Know

I always go by the three Ayn Rand basic values to in order to live a full and productive life: reason, purpose and self-esteem.
And yes, over the years countless institutes and individuals have asked the trillion dollar question: What makes an entrepreneur an entrepreneur? What traits or characteristics are inherent to a successful entrepreneur and is one born with those traits? Well, at the very least successful entrepreneurs are born every day!

Some people believe an entrepreneur is born while others believe an entrepreneur can be taught. Some believe an entrepreneur is like an artist – either you have it or do you don’t. Some see entrepreneurs as leaders that are focused, disciplined, competitive, and charismatic, while others see them as huge risk takers. And all of these analogies are right to some degree.

It’s true all successful entrepreneurs share a few qualities and skills that allow them to be successful. These inherent qualities can be taught; but they often seem to be an inherent driving force that sends individuals down the path of being in business or formally training to for a career in business.

Entrepreneurs see the world differently. They have the ability to see the world as a system. They have the ability to see something in its entirety and as an integrated unit, and they seem to possess the ability to see opportunity within the global picture. They are what is called a system thinker.

There are other characteristics they possess. Entrepreneurs possess an overpowering need to achieve and tend to be very competitive against themselves. They are continuously trying to outthink themselves and others and they are constantly looking for the edge. This is a process that occurs as naturally as breathing and is a driving force behind most entrepreneurs.

They have the determination and dedication to follow through with commitments and they always appear confident and in control. You’ll notice they also possess a positive atmosphere. They are of the mindset “I can,” and “I will.” They are not afraid of failure because failure is not in their vocabulary nor is it an option.

They are objective and have the ability to weigh risks realistically within the big picture. They have an uncanny ability to anticipate developments which gives them the edge in many competitive situations. Entrepreneurs seem to feel right from their gut, call it instinct. They are a resourceful group that possess excellent problem solving skills and are able to diligently work through obstacles or hurdles, treating obstacles as stepping stones.

Entrepreneurs are excellent communicators and recognize how important clear and concise communication is to their success. They also possess a sound working knowledge of the business they are involved in.

Man is born tabula rasa, a blank slate, develops perceptual and conceptual abilities as he grows; withholding any genetic disorder or brain damage, basically all cognitive faculties would be the same. The need for reason as a tool for thinking, gaining knowledge and learning; purpose as an acceptance of the law of causality and a necessity for his survival and productivity as a means to it; eventually creating the value that will serve him most: self-esteem – these are the things that make a successful person, and these are the values that make the best entrepreneurs amongst us.

~ Speech to Entrepreneur Forum, 1995

What Does It Take to Be an Entrepreneur?

Introduction
One of the most hotly discussed topics in technology today is cloud computing. Its cloud-based services have been widely implemented across industries today, providing a cost-effective, scalable solution and delivering modern business capabilities to firms of all sizes.

Cloud-based technology continues to be at the forefront of unparalleled technological innovation and is redefining modern-day business. In the early stages of the COVID-19 pandemic, companies worldwide adopted remote-working methods for their workforce and continued administering a wide array of digital technologies throughout their operations.

[ Cloud computing](https://en.wikipedia.org/wiki/Cloud_computing) became a market-leading technological paradigm for delivering IT and business solutions to firms of all sizes. The rise of the cloud computing era is a clear indicator of technological progress, but what exactly is cloud computing? This blog article dives into cloud computing and explains the leading cloud technologies in 2023.

### What is Cloud Computing?
Cloud computing is the delivery of hosted software, storage and computing services over the Internet in a way that makes them accessible and manageable by remote clients. It provides scalability, portability, on-demand availability, low cost, and all these benefits through a software as a service (SaaS) model.

Cloud computing is a set of industry-specific technologies that deploy and manage applications. Cloud computing models are based on the ability to share resources among entities, such as companies and consumers.

Cloud computing encompasses dedicated hardware components, software, and services accessible through the Internet. There are different types of clouds:

### Private Cloud
A private cloud is a cloud infrastructure owned and operated solely by the organization it serves. It contains resources, such as computing, storage or network capacity, dedicated to said organization.

### Public cloud
A public cloud is a type of cloud infrastructure over which the user has no control of access to the infrastructure or underlying hardware. Users can access from various locations but cannot control their network security and data privacy requirements.

### Hybrid cloud
A hybrid cloud is a mixture of the two architectures. It offers a blend of public and private cloud computing resources to create an environment that delivers elasticity and scalability.

### What are the Top Cloud Technologies in 2023?
Cloud technologies have proven highly beneficial to businesses as they deliver cost-effectiveness, flexibility, scale and mobility. Below are some of the top cloud technologies

### Artificial Intelligence (AI)
The combination of processor speeds and fixed memory can burden the performance of hardware-based AI systems. However, using cloud computing to deliver AI capabilities has proven efficient, appealing and extremely valuable to many businesses. Cloud-based intelligent cognitive computing is an effective environment where machines are making an increasing number of business decisions rather than people.

### Big Data and Analytics
In business intelligence, companies must rely on predictive tools to generate actionable solutions. Big data and analytics are responsible for processing large volumes of data to gain insight and make predictions to make decisions that can be mapped, visualized and monetized.

### Secure Access Service Edge
A smart-access service edge provides a uniform architecture that can be used by all cloud technologies, regardless of whether they use private or public clouds. It centralizes access to cloud-based resources and provides the control points for the services, which are used for the process of creating access to systems and services.

### Software as a Service (SaaS)
SaaS is one of the core models for delivering cloud computing solutions that allow users to receive software applications on-demand via internet protocols rather than on physical media. SaaS provides the flexibility to utilize software applications at the individual user level with a single interface.
### Data Centre Tiers
In the cloud computing environment, data centers are separate from the end-user business solution being executed. They are responsible for delivering ultra-fast and reliable connectivity between cloud facilities and user systems that use services such as wireless networks, virtualization and storage technologies.

### Platform as a Service (PaaS)
PaaS is a cloud computing environment that provides virtual environments for the execution of third-party applications. In PaaS, the underlying hardware and software are abstracted from users to provide an optimized environment for application deployment.

### Network Function Virtualization (NFV)
Network function virtualization (NFV) is one of the top cloud technologies that has gained much popularity as it delivers an automated network infrastructure with modular building blocks. NFV is designed to improve business agility and service quality of new network functions.

### Software Defined Networking (SDN)
SDN is a software architecture that allows businesses to create a flexible, manageable and scalable networking system. SDN can be used as a stand-alone technology or in conjunction with cloud computing to optimize the use of resources. SDNs are independent of hardware and employ software for their operation.
### Internet of Things (IoT)
IoT is a concept that provides an environment where users can connect and use various wireless devices through the Internet to monitor, collect and process data such as temperature, humidity, light intensity and other environmental parameters to ensure the optimal functioning of the device. The IoT ecosystem allows businesses to integrate cloud technology on any access layer.

### Machine Learning
Machine learning is a set of algorithms that are responsible for the process of improving a solution based on past decisions that have been taken. A business can use machine learning to help deliver services with predictive capabilities.

### Cloud Security and Privacy
The main drivers for cloud security and privacy revolve around the level of control, accountability and liability placed on cloud providers. Examples include scaling infrastructure capacity, moving resources among locations, deploying software patches and updates promptly, and minimizing costs.

### Cloud as a Service (CaaS)
A CaaS environment provides all the functions related to cloud infrastructure, software and platforms. Users can access all these resources via one interface, accessible from various locations and instances.

### Edge Computing
Edge computing provides a distributed system of multiple cloud resources that can deliver trusted analytics using real-time data processing and advanced analytics techniques. Edge computing divides workloads into two categories: cloud-based and on-premises processing. Edge computing reduces latency and increases the overall performance of business applications by performing parallel processing from hard-to-reach locations.

### Benefits of Cloud computing
Cloud computing’s main benefits are:

High Availability: The cloud-based architecture ensures that services are available whenever needed, even if a component fails.

Centralized Management: Cloud providers are responsible for all infrastructure maintenance and management aspects. This allows users with limited IT department resources to focus on core business objectives.

Cost Reduction: The cloud-based computing model provides cost savings on computing power, storage capacity, and software upgrades and updates, as well as eliminating the need for hardware acquisition and maintenance costs.

Scalability: The cloud-based architecture allows users to add and remove resources on demand, thus eliminating the need for long-term commitments.

Data Portability: Cloud vendors usually provide their services through a web-based interface, allowing users to access their data anytime from any location. Users can also download their data in a standard or proprietary format for further analysis using third-party tools and applications.

Disaster Recovery: Cloud computing allows users to back up data in multiple locations and regions, thus ensuring that business continuity is not compromised even if there is a degradation in service performance in one place.

Infrastructure Automation: Using cloud-based solutions, users can implement facilities and processes without worrying about hardware maintenance, storage, or network connectivity.

Faster Time to Value: Cloud vendors typically provide the software applications in the required format, thus allowing businesses to invest in desired solutions that are more efficient and scalable with greater efficiency.

Strong Security: A key benefit of cloud computing is the protection it provides against malware attacks due to encryption technology and policies enforced by cloud providers on all services at all times.

Low Latency: Cloud computing allows users to access data, applications, and other resources from anywhere in the world by connecting their business network with a cloud provider’s network. This significantly reduces the need for on-site storage, increases overall performance, and ensures that business applications process data faster.

Mobile resources: The cloud-based model allows users to access their applications and data via standard browsers on various devices such as notebooks, tablets or smartphones.

### Security Issues with Cloud Computing
Data Security: Cloud vendors must be able to guarantee the security of the data stored in the cloud and prevent unauthorized access.

Data Reliability: Cloud users must be able to trust the data they share with providers. The biggest concern related to data reliability is information leaks, which might expose sensitive information or the contents of a data set.

Availability: Users need to ensure that their data is available and accessible when required, which can be especially important for businesses that rely on real-time data for critical decision-making.

Monitoring: The security of a cloud environment depends on a robust monitoring system that can identify any illegal access attempts or breaches in security and take appropriate action.

Privacy: Cloud users need to trust their cloud vendor and be assured that the provider protects the privacy of data being uploaded and that users cannot be identified or tracked as a result of their cloud usage.

Compliance: Cloud computing systems must comply with industry regulations, especially when dealing with sensitive information such as financial data, personally identifiable information, and intellectual property.

Technology: Cloud vendors must ensure that their network security is up-to-date with the latest technologies to prevent any potential threats from emerging.

Vendor trust: A cloud provider’s reputation is essential in providing secure and reliable services. This is why it is necessary to involve the cloud provider in security assessments before deployment.

Risk assessment: Cloud vendors must perform a risk assessment and ensure that all security measures are applied as required. This will ensure all data is protected, users are identified, and there are no unauthorized access attempts to the network hosted in the cloud environment.

Testing: Cloud vendors need to test their systems and networks to identify vulnerabilities, prevent breaches and ensure that the security of the data being shared is not compromised.

### Conclusion
In conclusion, cloud computing is the most prominent and integral development in information technology. This technology is projected to transform IT infrastructures and drive business performance. It has become a primary source of business applications, data storage and processing, and an efficient platform for developing new solutions, products, and services.

Cloud computing generates significant benefits for businesses, public sector organizations, and governments. However, it also creates challenges for businesses due to the complexities associated with cloud services and the potential security risks associated with such environments. More on this in another post.

What is Cloud Computing and the Top Cloud Technologies in 2023

Each day, you'll see a new startup entering the market. However, most of them meet the same fate of getting acquired instead of launching an IPO (Initial Public Offering). So, why don't founders think or talk about three exit strategies?

As more startups meet the same fate, it begs the question, what are the things stopping the founders from talking about the future of their startups? In this article, we'll discuss some of the common myths and biases that come the way of founders that stops them from thinking ahead.  

***Why Having an Exit Strategy Is Vital?***

While most entrepreneurs know that the ultimate fate of a startup is acquisitions, they don't seriously think about the exit plan. They will only focus on it when there is no other option left on the table except for selling the startup or if the acquirer has a lot of interest in their startup.

Consequently, they cannot leverage the vital strategic opportunities to help them get a better result out of the deal. The ideal way out for entrepreneurs in this situation is to plan an exit strategy years before the acquisition takes place. This way, they will have a clear idea about where they plan to stand when it is time to sell the business. 

But if it is so important for startups to devise an exit strategy, why are they neglecting it? The simple answer is that many myths circulating in the startup community make it difficult to discuss exit planning. 

***Reasons That Prevent Founders from Talking About Exit Strategies***

Creating and implementing an exit plan requires a collective effort from all the stakeholders. However, a few myths and reasons make it impossible for founders to discuss exit planning. Understanding them will allow entrepreneurs to make the most out of the final sale for their startup.

**Focusing on Current Rather Than the Future**

Generally, entrepreneurs have a lot on their plate to deal with, making it impossible for them to focus on the future. So, most entrepreneurs don't consider strategic planning necessary for their startup. Moreover, they tend to look at the near, short-term gains instead of focusing on the bigger picture. Therefore, they continue to ignore future risks and rewards. 

It explains why most entrepreneurs don't spend too much time building an exit strategy. The current bias prevents entrepreneurs from focusing on long-term planning. As a result, it leads to a strategic failure that can cost entrepreneurs their startups. 

If you don't talk about a particular thing, we cannot figure out ways to improve. The same is the case with strategic planning, as entrepreneurs fail to discuss an exit plan for their startups.

**Too Much Optimism**

While optimism is critical in helping entrepreneurs achieve their goals, it can soon raise a false sense of self-confidence. Even though most entrepreneurs know how difficult it is for new businesses to sustain, they don't apply the same risk in their situation. 

Most people show too much optimism regarding the probability of success. Consequently, they don't consider that the most likely outcome would be to go toward an acquisition. They're likely going to consider focusing more on taking the company public. 

That is where the problem starts since no entrepreneur would think or talk about building a strategic exit plan since they don't have a realistic idea of their startup's prospects. The ideal thing that entrepreneurs can do to deal with these issues is to develop a long-term strategy about the possibilities of a strategic sale as the final fate of their startup. 

Not just that, but they also need to continue making necessary changes to their plan by understanding the new data about their growth, evolving market conditions, and the changes in their industry.

**The Myth of Acquisition Failures**

As we read and hear about failed acquisitions, it casts a bad light on this choice and spreads a misleading and false narrative. Entrepreneurs have a common misconception that acquisitions can negatively impact shareholder value and won't help them accomplish their goals. 

Therefore, this misconception makes it difficult for startups and entrepreneurs to focus on selling their businesses. They won't consider the acquisition a viable option to achieve their company's goals and fulfill their aspirations. However, that is different from the result of most of the acquisitions. 

Entrepreneurs should research the actual data to understand the chances of acquisition failure. It will allow them to discuss an exit strategy with their shareholders since they can respond to the entrepreneurs' queries.

**Having a Strategic Plan Hampers Innovation**

Since innovation is a key factor behind a business's growth, many entrepreneurs believe that having an exit strategy will take away the motivation to bring something new to the table. Entrepreneurs fear that having an exit strategy would make it a favorable option to get out by selling their business and not having to deal with the difficulties. 

However, that is not the case since there is no research or evidence to back the claim that strategic planning to reduce the risk can impact innovation. However, there is growing evidence that excessive stress and pressure can hamper entrepreneurs' ability to think innovatively. Not just that, but it can also negatively impact their mental health and lead to burnout and other issues. 

An important thing to note is that entrepreneurs with excessive stress and pressure can find it hard to develop innovative ideas. The stress of risk and failure hampers the ability to think outside of the path. 

With a viable exit plan in position, the startups have a much better regarding what to do if things start to go south. It has a "panic button" effect, meaning they have a backup option to control or avoid a stressful situation. Since the entrepreneurs and their teams will have less stress, they can put forth the most creative ideas on the table. 

While there is always risk involved in entrepreneurship, it is not necessary to stay under excessive pressure of risk and failure to drive entrepreneurial passion and commitment. Instead, being passionate and stress-free allows them to work on something that can yield fruitful results.  

**Dealing with Investors**

Venture investors are more likely to invest in businesses that desire to take risks and create something. They like to engage with entrepreneurs that have a mission of building a business at scale. Also, they want entrepreneurs to have a persistent dedication to their startups, so they stick with them in times of difficulty and hardships. 

Since businesses have to deal with hardships, there needs to be a clear and concise accord between the investors and entrepreneurs to take relevant actions and survive through thought times. Investors don't prefer to work with entrepreneurs with a built-to-flip since they fear individuals won't have the drive and perseverance to develop innovative ideas.

They believe entrepreneurs won't come up with different ideas to deal with the inevitable obstacles. Therefore, investors don't prefer to talk about having a serious plan with the entrepreneurs about a strategic exit plan. Nevertheless, entrepreneurs must carefully understand and develop the right strategy to deal with this issue. 

It is best to create a proper context by understanding the investors' concerns and addressing them before discussing exit plans. The optimal approach is to discuss the benefits both parties can get working on a solution that is in the best interest of the entrepreneurs and the investors. 
An important thing for entrepreneurs to note is that they need to collect relevant data, test their theories, and collect relevant data to make clear long-term strategic options. Even if the investors and entrepreneurs have the ultimate goal of launching an IPO for the business, it would be best to have a strategic acquirer as a standby option. It will improve the overall valuation of the IPO. 

***The Bottom Line — Talking About Exit Strategies***

As an entrepreneur, you want your business to reach the pinnacle of success. However, this doesn't mean you ignore the ground facts and turn a blind spot to the realistic view of your business. Therefore, it is vital to have a proper exit strategy to ensure that you can leverage the opportunity when selling your business. 

Designing and implementing an exit strategy beforehand will increase your chances of success and survival in the long run. The first thing that you need to do is discuss with your stakeholders so they are open to discussing creating an exit strategy. 

Understand their concerns and address their issues before you decide on moving to the next step. An effective approach to creating strategic planning with all the stakeholders on board will help steer your business out of tough times.


Why Are Founders Afraid to Talk About Exit Strategies?

In the borderless world of crypto, there’s still one invisible wall: the <strong>U.S. Dollar!</strong>
<div style="font-family: 'Aptos', Calibri; color:#000000;">
<p style="color:#000000; font-size:16px; margin:0 0 6px 0;">Whether you’re buying Bitcoin in Paris, trading Ethereum in São Paulo, or cashing out stablecoins in Lagos, the unit of account is almost always USD. Your stablecoins are USD-backed, major exchanges settle in USD pairs, and global NAV reporting defaults to American terms. For most non-U.S. users, this means crossing the same bridge twice — local fiat to USD, then USD to crypto — paying hidden FX costs of 1.5-4% each way.</p>
<p style="color:#000000; font-size:16px; margin:0 0 6px 0;">ZenX, as a U.S.-registered <strong>Money Services Business (MSB)</strong> with full crypto permissions and a complete ecosystem to support it (backed by JP Morgan), stands on the inside of this monetary core. This isn’t just compliance, it’s a structural advantage. It means we can remove one leg of FX conversion entirely, deliver USD liquidity directly, and undercut offshore competitors who rely on synthetic USD channels. Our USD Advantage Playbook turns this position into a product suite: direct OTC settlement, deep stablecoin liquidity, currency-hedged NAV solutions, and advisory for eliminating phantom tax events.</p>
<p style="color:#000000; font-size:16px; margin:0 0 6px 0;">Here’s the <strong>ZenX USD Advantage Playbook</strong>: a strategic, product, and marketing framework to capitalize on USD’s dominance in crypto, fully aligned with our US MSB status and our group of companies’ value-for-value mindset.</p>
<h1 style="color:#0f4761; font-size:28px; margin:12px 0 12px 0;">The ZenX USD Advantage Playbook</h1>
<h2 style="color:#0f4761; font-size:24px; margin:10px 0 6px 0;">1. Strategic Foundation</h2> <p style="color:#000000; font-size:16px; margin:0 0 3px 0;"><strong>Core Premise:</strong></p> <p style="color:#000000; font-size:16px; margin:0 0 0px 0;">Crypto is priced, settled, and reported in USD (or USD-pegged stablecoins).</p> <p style="color:#000000; font-size:16px; margin:0 0 0px 0;">Non-US users face extra costs (1.5-4% FX markups per roundtrip) and delays because they must bridge into USD to trade crypto.</p> <p style="color:#000000; font-size:16px; margin:0 0 0px 0;">As a US-registered MSB, ZenX is inside the system’s base currency—positioning us to:</p>
<ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;">
  <li><strong>Remove friction</strong> for foreign clients.</li>
  <li><strong>Capture FX spread</strong> they would otherwise pay to banks and brokers.</li>
  <li><strong>Offer faster settlement</strong> and deeper liquidity in the industry’s primary unit of account.</li>
</ul>
<h2 style="color:#0f4761; font-size:24px; margin:20px 0 12px 0;">2. Product Strategy</h2>
<p style="color:#0f4761; font-size:16px; margin:0 0 8px 0;"><strong>A. Direct USD Access for Non-US Clients</strong></p>
<ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;">
  <li><strong>Product:</strong> USD-denominated OTC trades and custody for global clients.</li>
  <li><strong>How it Works:</strong> Client sends local fiat to ZenX’s network of correspondent banks or FX partners. We convert once, in bulk, at interbank rates — passing savings compared to retail FX spreads. Settlement directly in USD or USD stablecoins.</li>
  <li><strong>Value Proposition:</strong> Cut FX costs by up to 60% vs. Coinbase/Binance on large tickets.</li>
</ul>
<p style="color:#0f4761; font-size:16px; margin:0 0 8px 0;"><strong>B. Stablecoin Liquidity Provision</strong></p>
<ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;">
  <li><strong>Product:</strong> Deep liquidity pools in USDT/USDC for offshore exchanges, brokers, and market makers.</li>
  <li><strong>How it Works:</strong> Provide guaranteed fills for large stablecoin orders. Price tightly vs. mid-market to undercut peer-to-peer venues. Include optional hedging for clients exposed to USD volatility.</li>
  <li><strong>Value Proposition:</strong> Offshore desks get reliable USD-pegged liquidity without touching US banking risk directly.</li>
</ul>
<p style="color:#0f4761; font-size:16px; margin:0 0 8px 0;"><strong>C. NAV Hedging Services</strong></p>
<ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;">
  <li><strong>Product:</strong> Currency-hedged crypto exposure for foreign funds, ETFs, and high-net-worth clients.</li>
  <li><strong>How it Works:</strong> Client invests in BTC/ETH via ZenX. ZenX runs a rolling FX hedge (e.g., EUR/USD, JPY/USD) to neutralize currency impact on NAV.</li>
  <li><strong>Value Proposition:</strong> Protects clients from the “phantom loss” effect when USD moves against their home currency.</li>
</ul>
<p style="color:#0f4761; font-size:16px; margin:0 0 8px 0;"><strong>D. Phantom Tax Event Advisory</strong></p>
<ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;">
  <li><strong>Product:</strong> Compliance and structuring advisory for foreign clients taxed in their local currency on USD-based gains.</li>
  <li><strong>How it Works:</strong> Partner with cross-border tax specialists. Offer tokenized products and structured notes that minimize phantom tax triggers.</li>
  <li><strong>Value Proposition:</strong> Protects net returns, builds stickiness with sophisticated clients.</li>
</ul>
<h2 style="color:#0f4761; font-size:24px; margin:20px 0 20px 0;">3. Pricing &amp; Margin Strategy</h2>
<div style="overflow-x:auto; margin:20px 0 20px 0;">
  <table style="color:#000000; border-collapse: collapse; width: 100%; min-width:600px; font-size:16px;">
    <thead>
      <tr>
        <th style="border: 1px solid #000; padding: 8px;">Service</th>
        <th style="border: 1px solid #000; padding: 8px;">Cost to ZenX</th>
        <th style="border: 1px solid #000; padding: 8px;">Market Rate</th>
        <th style="border: 1px solid #000; padding: 8px;">ZenX Pricing</th>
        <th style="border: 1px solid #000; padding: 8px;">Target Margin</th>
      </tr>
    </thead>
    <tbody>
      <tr>
        <td style="border: 1px solid #000; padding: 8px;">Direct USD OTC (FX)</td>
        <td style="border: 1px solid #000; padding: 8px;">0.10–0.20% (interbank)</td>
        <td style="border: 1px solid #000; padding: 8px;">1.5–4% (retail FX)</td>
        <td style="border: 1px solid #000; padding: 8px;">0.75–1.25%</td>
        <td style="border: 1px solid #000; padding: 8px;">300–500 bps</td>
      </tr>
      <tr>
        <td style="border: 1px solid #000; padding: 8px;">Stablecoin Liquidity</td>
        <td style="border: 1px solid #000; padding: 8px;">Minimal (on-hand treasury)</td>
        <td style="border: 1px solid #000; padding: 8px;">0.25–0.50%</td>
        <td style="border: 1px solid #000; padding: 8px;">0.35–0.45%</td>
        <td style="border: 1px solid #000; padding: 8px;">100–200 bps</td>
      </tr>
      <tr>
        <td style="border: 1px solid #000; padding: 8px;">NAV Hedging</td>
        <td style="border: 1px solid #000; padding: 8px;">~0.05–0.15% p.m.</td>
        <td style="border: 1px solid #000; padding: 8px;">0.20–0.40% p.m.</td>
        <td style="border: 1px solid #000; padding: 8px;">0.25–0.30% p.m.</td>
        <td style="border: 1px solid #000; padding: 8px;">100–150 bps</td>
      </tr>
      <tr>
        <td style="border: 1px solid #000; padding: 8px;">Tax Structuring Advisory</td>
        <td style="border: 1px solid #000; padding: 8px;">Partnership-based</td>
        <td style="border: 1px solid #000; padding: 8px;">$5k–$25k flat</td>
        <td style="border: 1px solid #000; padding: 8px;">$10k–$50k</td>
        <td style="border: 1px solid #000; padding: 8px;">50–100%</td>
      </tr>
    </tbody>
  </table>
</div>
<h2 style="color:#0f4761; font-size:24px; margin:20px 0 12px 0;">4. Marketing Positioning</h2>
<p style="color:#000000; font-size:16px; margin:0 0 12px 0;"><strong>Tagline:</strong> “ZenX – The World’s Crypto Exchange in the World’s Currency.”</p>
<p style="color:#000000; font-size:16px; margin:0 0 8px 0;"><strong>Core Messaging:</strong></p>
<ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;">
  <li>“Trade globally. Settle in the currency that moves the markets.”</li>
  <li>“Cut out hidden FX costs. Keep more of what you earn.”</li>
  <li>“Your bridge to USD-based crypto liquidity — direct, fast, and compliant.”</li>
</ul>
<p style="color:#000000; font-size:16px; margin:0 0 8px 0;"><strong>Target Segments:</strong></p>
<ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;">
  <li>High-Net-Worth Individuals – cross-border traders and crypto whales in Europe, Asia, Africa.</li>
  <li>Funds &amp; ETFs – need NAV stability and efficient USD access.</li>
  <li>OTC Desks &amp; Brokers – require deep USDT/USDC liquidity offshore.</li>
  <li>Family Offices &amp; Corporates – need FX risk management for crypto holdings.</li>
</ul>
<h2 style="color:#0f4761; font-size:24px; margin:20px 0 12px 0;">5. Distribution &amp; Acquisition</h2>
<p style="color:#0f4761; font-size:16px; margin:0 0 8px 0;"><strong>A. Direct Institutional Outreach</strong></p>
<ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;">
  <li>Sales teams targeting offshore OTC desks, funds, and family offices.</li>
  <li>Leverage US MSB license in pitch decks as trust anchor.</li>
</ul>
<p style="color:#0f4761; font-size:16px; margin:0 0 8px 0;"><strong>B. Co-Branding with FX Providers</strong></p>
<ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;">
  <li>Partner with specialist FX firms in Europe, Asia, and Africa.</li>
  <li>Offer ZenX as the crypto execution arm for their clients.</li>
</ul>
<p style="color:#0f4761; font-size:16px; margin:0 0 8px 0;"><strong>C. Content Marketing</strong></p>
<ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;">
  <li>Publish USD Advantage Reports quarterly: FX trends, crypto pricing implications, hedging strategies.</li>
  <li>Position ZenX as the thought leader in USD-based crypto efficiency.</li>
</ul>
<p style="color:#0f4761; font-size:16px; margin:0 0 2px 0;"><strong>D. Performance PR</strong></p>
<ul style="color:#000000; font-size:18px; margin:0 0 0 20px;">
  <li>Sponsor reports on “Hidden Costs of Crypto FX” showing how ZenX reduces them.</li>
  <li>Use client case studies with % savings.</li>
</ul>
<h2 style="color:#0f4761; font-size:24px; margin:20px 0 12px 0;">6. Operational Edge</h2>
<p style="color:#000000; font-size:16px; margin:0 0 8px 0;"><strong>Why This is Difficult for Competitors:</strong></p>
<ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;">
  <li>Offshore exchanges can’t hold USD directly; must use stablecoins or shadow banking.</li>
  <li>Non-US MSBs face stricter correspondent banking relationships for USD clearing.</li>
  <li>Many OTC desks operate in a single currency; ZenX operates in the base currency for both legs.</li>
</ul>
<h2 style="color:#0f4761; font-size:24px; margin:20px 0 12px 0;">7. The Rational Strategic Lens</h2>
<ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;">
  <li><strong>Rational Self-Interest:</strong> We exploit a market reality: USD is the lingua franca of crypto — rather than fight it.</li>
  <li><strong>Value-for-Value:</strong> Clients save on FX costs; we capture a fair profit for delivering that efficiency.</li>
  <li><strong>Independence:</strong> We operate from the system’s monetary core, controlling settlement speed, pricing, and risk.</li>
  <li><strong>Long-Range Thinking:</strong> This position holds until USD’s role changes; if it does, the same model can pivot to the next base currency.</li>
</ul><style="font-family: 'Aptos', Calibri; color:#000000;">
<p style="color:#000000; font-size:16px; margin:0 0 12px 0;">At ZenX, we do not view USD dominance as a geopolitical accident — we see it as a market reality to be understood, mastered, and used to mutual advantage. The world’s crypto economy already speaks the language of the dollar; our position inside that system allows us to translate it into faster settlement, lower friction, and tighter spreads for our clients.</p>
<p style="color:#000000; font-size:16px; margin:0 0 12px 0;">We do not promise charity. We do not sell illusions. We offer what the market truly values: direct access to the base currency of global crypto, with the efficiency and certainty that others cannot match. In return, we charge a fair price for delivering measurable savings, deeper liquidity, and structural advantages you cannot replicate offshore.</p>
<p style="color:#000000; font-size:16px; margin:0 0 20px 0;">This is value for value; nothing more, nothing less. In a world where hidden costs and artificial barriers drain wealth, we stand for transparent trade, rational profit, and the right to keep what you earn.</p>
</div>


Atlas Rail & Zen: How I Intend to Build the Rails of Global Finance

“Backed by Nothing”? Bitcoin Is Backed by Rules, Energy, and Reason

Opinions on what’s happening in the startup world, insightful reads on funding, trends and more.

Entrepreneurship

Is your branding as attuned to female audience members as it should be? As a growing number of businesses embrace the reality that women pack a real punch when it comes to purchasing power, it’s a good time to raise the question.

Because recent research tells us that the contemporary woman steers a mighty [80 percent of purchases](https://www.forbes.com/sites/forbescontentmarketing/2019/05/13/20-facts-and-figures-to-know-when-marketing-to-women/%20/?sh=1e3bd33f7c58), making marketing to women a must for the majority of brands seeking to build their momentum.

However, there is a great deal of nuance to explore when striving to connect with the minds of modern consumers, not least because [men are also shopping more](https://www.junglescout.com/blog/men-vs-women-shopping/), particularly online. Meanwhile, traditional notions of what men and women might be more likely to buy are proving redundant as women [purchase over 50 percent](https://www.askingsmarterquestions.com/marketing-to-women-surprising-stats-show-purchasing-power-influence/) of historically male-associated products, including cars and gadgets.

Without a doubt, we can all celebrate that the days of pink for girls and blue for boys are finally receding into our collective rearview, and strides into the realm of gender-inclusive branding are increasingly being taken.

But, what does all of this mean for brands trying to maximize their audience reach? Crucially, it represents a call to action—specifically, a call to delve into the psychology of not only branding for women, but ultimately innovative gender-inclusivity and creatively branding towards people rather than preconceived notions.

If shoppers are actively erasing the old divisions between tired tropes, then it’s time for businesses to do the same, and here are some great launch points to get started from.

### Marketing to Women Doesn’t Mean Going “Girly”
While there may be plenty of shoppers out there who adore a rosey-hued or feminine aesthetic, that doesn’t make these qualities the benchmarks for appealing to female consumers.

Sure, it may seem easy to fall back into the convenient arms of an audience segmented by gender and targeted with traditional ideals, but there is much more power to be found in providing consumers with a range of functional and great-looking choices—catering to personal preferences with relevant styles, sizes, or color options—based on time spent listening to their wants and needs in the now.

Yes, there is no escaping that marketing assumptions tend to be a turn-off for modern female consumers. Plus, as marketing expert Gaby Barrios pointed out so succinctly in her Ted Talk, “because gender is such an easy thing to find in the market, to target, and to talk about, it actually distracts you from the fun things that could be driving growth for your brands.”

She makes a good point, you’ll probably agree. So, rather than tripping into the pitfall of gendered design and marketing, we can tap greater wisdom and focus instead on delivering features that will fulfill the heeded needs of today’s female consumers while remaining universally appealing and valuable.

This might include incorporating product multi-functionality to support busy lifestyles or expanding aesthetic customizations. Vitally, the key to delivering both problem-solving and pleasure-providing solutions to a larger demographic is the exact opposite of throwing up barriers of perception between shoppers and what’s placed before them.

### The Power of Visuals and Storytelling
While female-focused “pink it and shrink it” branding may be outmoded, it’s handy to know that visual appeal remains a critical factor when making marketing to women a priority. Products that are as thoughtfully designed in terms of beauty as they are functionality are likely to land better across gender-inclusive audiences.

Why might that be? Well, [studies reveal that when it comes to shopping](https://www.forbes.com/sites/gregpetro/2019/01/25/the-rise-of-the-new-male-power-shopper/?sh=7ee1479a3367), men tend towards a utilitarian approach, but women are often more hedonic consumers. This means that men are more likely to focus on practicality and functionality first, while women also place a strong emphasis on emotional and experiential pleasure drawn from things like aesthetics and storytelling.

The takeaway here is that attention invested in things like presentation, color, texture, fragrance, form, and associated messaging will increase appeal for female audiences, while a portion of men will doubtless enjoy the benefits of these enhancements too.

Simultaneously, brand storytelling should be seen as a super-power in the wings—because making story-driven messaging a key element of your marketing is an effective way to[ boost appeal among both male and female shoppers](https://www.crowdspring.com/blog/content-marketing-storytelling/). However, it’s worth keeping in mind that[ [only 29 percent of women in America](https://www.linkedin.com/pulse/only-29-american-women-believe-advertising-portrays-them-schweitzer/) feel that they are accurately represented in advertising. So, if you’re going to paint a picture for your customers, make sure that it’s a relatable one!

### Marketing to Women Means Full-Brain Engagement
We mentioned that female consumers may find more value than men in the hedonic aspects of their purchases, but that doesn’t mean that the practical aspects of any product offering will get lost along the way.

Fascinatingly, understanding has grown in recent years both in terms of the way that we use our brains for decision-making and subtle differences between the way that men’s and women’s minds work when shopping. These insights allow us to better grasp why gender-inclusive branding requires a multi-faceted approach.

[Scientific theories have long abounded](https://simplypsychology.org/left-brain-vs-right-brain.html) that the left brain hemisphere is more involved with utilitarian processes such as critical thinking and reasoning, while the right hemisphere takes the reins for things that lend to hedonic experiences such as creativity and intuition. When it comes to branding for women and men at once, it may be useful to know that in this regard, our brains really are all wired just a little differently but that’s actually something we can work with.

It’s not that men’s or women’s brains power up a larger number of neuronal connections when shopping, but rather that information processing doesn’t always flow in entirely the same way.[ An analysis of hundreds of MRIs](https://simplypsychology.org/left-brain-vs-right-brain.html) highlighted that men tend to have greater interconnection within each distinct brain hemisphere, while women tend to have and utilize more neuronal connections linking across between one hemisphere and the other.

This may explain why layering emotional messaging with practical and rational information is especially effective when branding and marketing to women. While so-called left-brain messaging is likely to hit a home run with male shoppers, interspersing it with emotional storytelling that allows women to visualize and connect with their user experience will guarantee greater gender-inclusive appeal.

### Showcasing Values and Benefits When Marketing to Women
This brings us neatly to the next key question to consider when branding for women, which is: what are the benefits that are most revered by modern female consumers? As it turns out, looking beyond the way that a product is used, its flavor, functionality, its aesthetic appeal, or even its associations, today’s female shoppers are focused increasingly on health and sustainability—for themselves, for their families, and for society at large.

As [Nicole Fry of First Beverage Group articulated](https://www.progressivegrocer.com/women-health-conscious-food-and-beverage-consumers) some years back, “increasingly, women consumers are asking the questions about ingredients and how they are made—women are driving that movement. Over time, lower fat and calories have given way to low sugar, natural/organic, fair trade, and non-GMO.”

And of course, this idea doesn’t only apply to food and beverages, but also the full spectrum of consumables from household products to fashion and beyond. Crucially, making a point of putting value-based product information on the label will stir up greater brand interest among women while no doubt appealing to a portion of men too. If it’s organic, non-toxic, or locally sourced, it’s definitely savvy to say so.

Does that mean that green or healthy claims should be the loudest part of your product presentation? Research suggests that the answer is no—and this understanding is something that can be thoughtfully leveraged.

For some years now, brands have been feeling their way around the challenge that some men [perceive overtly eco-friendly behavior as unmanly](https://www.scientificamerican.com/article/men-resist-green-behavior-as-unmanly/). However, this doesn’t mean that branding can’t speak to everyone. When we consider the importance of aesthetics and user experience for female consumers, it points to the idea that those deal-closing value-based credentials should be discreetly on display rather than placed front and center, so it’s a win-win for everyone.

### Putting a Positive Slant on Branding for Gender Inclusivity
If your current branding messages are built around the premise of showing customers what they want to avoid, it’s probably time to change tack. The reason, [according to audience analytics company Nielsen](https://keymediasolutions.com/news/nielsen-research-shows-women-favor-positive-advertisements/), is that “the female brain is programmed to maintain social harmony, so messaging should be positive and not focus on negative comparisons or associations.”

This makes zeroing in on the life enhancements that products can provide far more helpful than focusing on what they’ll help consumers avoid. Presenting product and brand advantages will contribute to a better recipe for nurturing customer loyalty among women who can then spread the word.

Interestingly, the Covid-19 pandemic seems to have only served to increase the[ focus of female shoppers on seeking out positive messaging ](https://www.agilitypr.com/pr-news/public-relations/as-covid-rages-women-seek-positive-messaging-from-brands/)from the brands they bring home and publicly align themselves with. So, steering clear of adding to the negative noise is the smarter choice and a much better option than being actively tuned out.

### Dropping the Tropes and Facilitating Self-Expression
Having already touched on the misrepresentation of women in brand storytelling, let’s dig into the numbers a little further. Disappointingly, a recent [study on advertising by Cannes Lions](https://seejane.org/wp-content/uploads/bias-and-inclusion-in-advertising-cannes-lions.pdf) found that female characters continue to be visually and verbally objectified in modern marketing and are four times more likely to be shown in revealing clothing than male characters.

These kinds of stereotyped approaches to branding for women likely serve to alienate female consumers more than attract them. In reality, marketing to women on the basis of inaccurate homogeneity is a strategy that will disappoint beyond the distaste aspect, simply because the priorities, tastes, values, perspectives, and lifestyles of women are so immensely variable. A stronger tactic would be to focus on women as diverse individuals within the human demographic.

Breaking the mold on such icky tropes on behalf of their customers, a number of high-profile companies are leaning into branding that focuses on customer uniqueness and self-expression rather than gender—ranging from Lego choosing to [shed long-standing biases](https://people.com/human-interest/lego-to-eliminate-gender-bias-by-removing-for-girls-for-boys-labels/) by no longer labeling their toys as “for girls” or “for boys” to Rihanna’s Fenty using models of every size [to market gender-neutral beauty products](https://www.indigo9digital.com/blog/fentydiversityinclusion) that cater to everyone.

The success of these branding efforts aligns with the reality that the world has moved beyond laned identity structures. As [almost half of Gen Z consumers](https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies) indicate that they value brands that don’t classify their products as being for men or women, the companies still dragging their heels risk misinterpreting the needs of some sections of their audience and completely ignoring others.

In contrast, brands that are marketing to women with greater nuance and actively engaging their full audience whenever possible are lighting the way forwards.
### Reframing Your Brand Strategy With Women in Mind
So, we know that branding to women is essential given their purchasing power, but also that old-fashioned approaches just won’t cut the mustard anymore—in fact, they’ll alienate women and exclude men too, making them all but useless.

Instead, providing innovative human-centric solutions that facilitate self-expression, light up both brain hemispheres, and focus on the positive will go much further for forging meaningful full-audience marketing connections.

The bottom line is that from packaging design to product attributes, intelligent and creative branding for women can translate into branding that serves everyone. This makes now the time to take a deep dive into your demographic, segment based on shared truths rather than tropes, and sculpt your offering based on meeting needs that are practical, aspirational, and innovative—but also truly tangible.

Hopefully, you’ll find that the factors outlined above support much more fruitful conclusions when considering the usual branding value proposition questions such as how products will improve consumers’ lives or make them easier. Because while gender-inclusive branding may be a delicate dance that requires conveying all the right messaging, its mastery is sure to reward.

How to Make Your Brand a Hit With Women (Without Excluding Men)

In a world that often feels ruled by mega-brands, what are the qualities—or perhaps even super-powers—that allows some small but burgeoning brands to break through and become mighty? When vast competitors not only already dominate the market but also possess seemingly endless resource pools to draw from, it can be hard to imagine being able to stay at their heels, let alone outmaneuver them altogether.

However, today we are going to explore the possibility that such noble stories of triumph require neither super-human capacities nor bottomless budgets, but instead, are actually something that can be tactically replicated. For inspiration, we need to think only of the historic battle of David and Goliath.

How was it possible for the hero of this tale to defeat such a gargantuan adversary? After all, as the story goes, Goliath towered over his challenger with a height of six cubits and a span, which roughly equates to a staggering 10 ft 4 inches.

The key is that, where other would-be warriors assumed that they could never overpower such a giant, David saw an opportunity to make the terms of engagement asymmetrical and therefore claim an advantage. He could never have defeated his enemy head-to-head with brute strength alone. However, with a simple but carefully targeted strike from his slingshot, he was able to bring his gargantuan adversary right to the ground.

What this allegory tells us is that the kind of branding and marketing tactics required to slay corporate giants needn’t be overly flashy or expensive, but they must be dialed in if they’re going to be effective. By the end of this article, we believe that you’ll have a much clearer idea of how to shape those kinds of Goliath-slaying strategies for your own unique enterprise, even when operating with finite resources. So, let’s get you armed up and ready for the challenge.

### Being Smaller Means Being Lighter on Your Feet

While that looming big-name competitor of yours might take up a lot of space in the marketplace, it’s important to remember that size and agility rarely go hand in hand. As a newly-launched startup or a smaller brand already navigating the same waters, you possess the major advantage of being more nimble on your feet—and that should be reflected in your agile brand-building strategy.

For larger businesses, the effort required for—and the risk involved in—turning the ship in order to jump on of-the-moment opportunities is substantial. In contrast, your light-footed business has less red tape to worry about and, while keeping an ear to the ground, can far more easily innovate in whichever direction the market is currently flowing.

Oftentimes, these opportunities will be too small to even register on the radar of more sizable competitors. But for you, they can be an incredible ‘in’ that facilitates vital brand awareness and a deeper audience connection that will later serve as a solid foundation to build upon.

### Leverage Trending Topics to Claim the Center Ground

When we talk about opportunities worthy of a nimble pivot, we are of course speaking of trends. It’s easy when brand-building to get too zeroed in on the problem-solving capacity of an original product offering and pay less attention to the evolving narratives that inform what really matters to your audience.

Of course, understanding the whats, whys, and whos that originally set you on your journey remains important. But there is wisdom in remembering that new ideas are constantly emerging—and as they do, consumer desires and how your brand slots into them will be evolving too.

Before you panic, don’t imagine this means that smaller businesses have to jump onto a constant treadmill of reinvention. Stability of identity is also a must for cultivating market longevity, so you don’t need to become a branding chameleon.

But, being in the thick of the current conversation—even if it isn’t directly related to your chosen field or expertise—can work wonders for boosting brand authority and showing audiences that you understand what matters to them right now and what will matter to them tomorrow.

One of the best things about positioning towards trends is that it doesn’t require a money mountain. You can keep your brand on the pulse from both a macro and micro perspective, with the former achieved by using tools like [Google Trends](https://trends.google.com/trends/) and tracking social media hashtags to see what’s on everyone’s minds. Meanwhile, the latter can be achieved simply by paying attention to your community, listening to your everyday audience, and being sure to let them know that they are truly heard and seen.

### Be More Available to Your Audience

Anyone who’s ever taken the time to read up on marketing will have heard the word ‘differentiation’ bounced around a lot. What makes your company unique? How are you communicating those special traits to your customer base? These kinds of questions are powerful when it comes to showcasing innovating within the marketplace, however, there may be another side to the equation that deserves your attention too.

Professor Byron Sharp of the Ehrenberg-Bass Institute [highlights that](https://www.marketingscience.info/what-causes-the-double-jeopardy-law/) putting all of our energy into differentiation alone might be a flawed strategy. A number of years ago, his research shaped the Double Jeopardy Law, which is now widely accepted as an empirical law of marketing.

Sharp found that brands with less market share—so the Davids among us—have not only fewer buyers (the first jeopardy) but also less brand loyalty (the second jeopardy). Simply put, we have to work much harder to make and retain our mark than the companies that have already hoovered up a chunk of the market.

While news that market penetration and brand loyalty tend to rise and fall together may be bad news, it does give us an insightful new roadmap to follow. Ultimately, if small brands are to tip the scale in this regard, as Sharp puts it, “mental and physical availability must be a much bigger story than differentiation.”

Unquestionably, this aligns with how crucial nimbleness and trend-tracking can be for smaller brands aiming to trump the big fish in their waters. Forging and harnessing intelligent opportunities to connect with customers, before in turn becoming a central and trusted voice within your target market, is an impactful approach to building brand loyalty that bucks the assumed outcomes of the Double Jeopardy Law.

And what does brand availability look like? It definitely means smooth communication channels through your business website and social media pages, but it might also mean weighing in on Quora discussions or utilizing local media outlets to explore new opportunities for dialog. At times, it is possible to discover spaces where the giants never roam and within which you can strengthen customer bonds on a much more personal level.

### Offer Real Value Right Off the Bat

It’s a logical assumption that no business swells to Goliath-like proportions without doing something right. With larger brands, value is generally seen as inherent and so people feel confident to part with their cash faster. However, for a smaller enterprise, demonstrating value immediately is a great way to steal attention away from your oversized rivals and establish evidenced trust.

To give a few examples, this might take the form of an e-book, a fun blog, a how-to guide, a digital tool, a calendar, a recipe, or a checklist. Many businesses utilize free offerings like these as ‘lead magnets,’ which is a term that describes asking an audience for contact details in return for access to a freebie. But it isn’t always necessary to mop up information when delivering a taste of your brand’s potential value, and sometimes, avoiding the creation of a barrier can mean creating a far steadier and more sizable flow of traffic.

Whichever approach you take, what is key is focusing on quality above all else. Namely, providing a resource or resources that people can actually use and that will genuinely make their lives better in some way. Most importantly, if you get the formulation just right, that free offering will bring your audience back to you time and time again—and ideally, it will encourage them to spread the word too.

### Choose Your Battlegrounds Wisely

Earlier in this article, we touched on the importance of asymmetry when battle-planning in order to overcome a larger opponent. We talked about the advantages that come with greater ease in maneuvering, but what about the landscape itself? In fact, for a moment, let’s move from dry land back to the water, because you’re probably familiar with the metaphor of a drop in the ocean.

Just a small amount of anything in the ocean—whether it’s a potent substance or a smaller brand’s best-laid marketing presence—is unlikely to make waves. Now, it may be true that your industry’s giants are able to traverse and rule the ocean in question easily, however, this isn’t the place to meet them.

Instead, it’s worth looking for the scenic tide pools where the temperature and currents are just right for your brand. These will be just big enough to play a role in sustaining your businesses, while being small enough that your hulking competitors are unlikely to have them covered.

Finding these welcoming shallow waters means wading into smaller market niches that are currently underserved by the big market players, and figuring out how to meet the needs within those tide pools head-on. By dominating in these areas, you’ll be able to establish the brand reach that will ultimately allow you to venture out into open waters and confidently claim territory from the giants.

### Cut Bigger Competitors Off at the Finish Line

Stepping stealthily back onto solid footing, it’s now time to explore the idea of being just a little bit sly in order to down that Goliath. This tactic might not seem like the most honorable approach in the old-world sense, but in the gritty arena of modern competitive marketing, sometimes fighting dirty is the best way to come out on top.

Consider the capacity that huge mega-brands have to drive consumer behavior and even create the trends that will serve them directly. You may not be able to compete with marketing strategies on that scale, but you can certainly leverage the results of their efforts to your advantage. Crucially, by tracking the agendas of the giants within your field, you can illuminate precise consumer data and expand it with the aforementioned search engine and social media data sources.

These critical insights will allow you to identify the audiences that big brands have set up for themselves and then target them in the final hour. If you can provide a compelling pitch that makes your offering the more appealing option at the finish line, you may soon discover that you are successfully siphoning sales away from a seemingly herculean competitor. Not to mention, if you can ensure that your customer experiences are absolutely top-dog from there on out, you can likely ensure that you get to keep them too.

### Understand the Power of Being the Underdog

From David and Goliath to the beloved 1990s movie Cool Runnings, everyone loves the story of a triumphant underdog. Perhaps more importantly, people will often actively root for the little guy. They’ll draw some satisfaction from supporting small businesses – especially when they feel that their dollar spend is going towards something that reflects their values while also meeting their needs.

With so many opportunities to tell powerful stories through branding and marketing in the digital era, today’s underdog success stories are far more likely to be defined by creative tactics and innovative ideas than they ever were. Because, when delivered well, those all-important ideas can soon travel far and wide.

It’s important to remember, too, that many of today’s biggest brand names were once the underdog themselves. Netflix was the David to Blockbuster’s Goliath; Ben & Jerry’s was the underdog to Häagen-Dazs, and so on. When it comes to slaying your brand’s giant foe, your biggest asset is your willingness to discover asymmetric opportunities to level the playing field over time. That requires a playful and exploratory approach and a hearty dose of faith that the bigger player never rules forever. With ingenuity and just a little luck, your turn to rise will be just around the corner.

Related Read: How to Make Your Brand a Hit With Women (Without Excluding Men

Slaying Giants with Great Branding: How to Outmaneuver the Goliaths in Your Industry

What might the habits of superheroes have to do with impactful brand building? Well, from the Justice League to the Powerpuff Girls, we find that even those with the most impressive capabilities prefer to work together rather than going solo. Our caped crusaders are really onto something here, because there is power in unity—and their tried and true tactic is just as relevant to building your brand strategy as it is to saving the universe!

Yes, creating a unified brand across all touchpoints is absolutely key for today's most masterful marketers. However, it is a feat that can be just a little more complicated than many savvy business owners imagine, not least because there are more potential angles of approach than first meet the eye.

In today's digital era, the combination of a brilliant brand story and consistent presence across all platforms can move mountains when it comes to engaging an audience. However, branding must serve a greater purpose than enticing consumers alone. These days, it must deliver a trifecta of triumph, speaking directly to investors and stakeholders, employees and industry talent, and potential customers alike.

Far from being something to be daunted by, this multi-faceted quest should have your best marketing maestros excited. Because, when navigated knowingly, unlocking the potential of a unified brand strategy means gaining access to untold advantage—a boon that may well elevate you above the competition. So, read on as we swoop right into the thick of how to create content that will power-boost your branding, as well as why it's so worthwhile to pursue the same unity so often sought out by the most beloved caped crusaders.

### What Is Branding?
What do you think of when you hear the word branding? Perhaps color palettes, logos, and font choices come to mind, or even the vital importance of emotionally compelling brand storytelling. However, while these factors are intrinsic elements of the thing that is branding, in and of itself, your brand is actually something much less tangible.

Ultimately, branding is the way that consumers perceive your company—it is the sum of many parts, but also something that you can only steer by showcasing your unique offering, sensibilities, and resonant values to the very best of your ability. The role of your branding strategy is to carefully curate and influence how the world relates to your enterprise. If the job is done well, audiences will draw in, customers will remain loyal, investors will be keen, and your industry's innovators will be sending over their CVs in droves.

Of course, not all companies hit the mark first time, and it's not only newcomers that struggle with getting their brand messaging on point. For many scaling businesses, trouble arises when different employees, teams, or departments begin to silo toward varying branding strategies. The result is inevitably diluted messaging and a confused audience, providing opportunity for an arch nemesis to gain headway. 

So ask yourself, is the brand experience you are currently offering as unified as the Power Rangers' most prosperous combat sequences? If not, now is the time to practice your group fist-bump and together transform your brand into its most unbeatable iteration yet!

### Why Unified Branding Requires Three Angles of Approach
Many of our favorite fictional adventures involve a heroes' triad of some kind, and the very same thing can be said of legendary branding. As businesses connect more and more with their audiences online, a diversity of eyes fall on their every action as never before. This means that your marketing tone, consumer interactions, and moral stances will all bear scrutiny from anyone and everyone who might have an interest in your brand, either repelling or magnetizing along the way.

Interestingly, it is not only the evolution of the digital era that has upped the stakes when it comes to multi-faceted branding, but also the lasting impacts of the pandemic. Most have heard of the 'Great Resignation' which saw millions of workers quit their jobs in the hope of attaining roles that would better align with their growth and values. Well, not only is the World Economic Forum reporting that the [Great Resignation continues into 2023](https://www.weforum.org/agenda/2023/01/us-workers-jobs-quit/), but experts have found that consumer behavior has also shifted, with audiences seeking a greater sense of shared purpose with the brands they choose to invest in.

So, is it possible to send out a far-reaching Bat-Signal that conveys your brand's convergence with the wants and needs of both modern consumers and top-tier employee talent? The answer is absolutely yes! However, as that branding strategy signal is constructed, another set of eyes should be kept in mind too. 

Inescapably, a brand's messaging and reception can substantially influence how existing stakeholders and potential investors perceive its potential. What's more, there are advantages to be leveraged in blending signals geared towards all three of these critical character sets—and hopefully, they'll all answer your superhero call with equal enthusiasm.

### Great Branding Forges Iron-Clad Customer Loyalty
These days, companies earn lasting consumer loyalty by consistently delivering branding that mirrors the personal values of their customer base. Making space for people to identify with your brand starts with things like the delivery of consistent quality, encouraging strong positive associations, taking a moral stance, and forging a sense of trust that consumers will return to again and again.

Adding even more promise to this portion of your branding strategy triad, research from LinkedIn reveals that exposing the consumers within your brand audience to messaging tailored towards both recruitment efforts and corporate spellbinding can increase the click-through rate (CTR) of consumer campaigns by 14% and reduce the cost-per-click (CPC) by 18%. So, a brand strategy that is unified in more ways than one is truly something that your customers will appreciate seeing in action.

### Strong Branding Drives Recruitment by Attracting Top Talent
Just as an epic brand strategy will entice would-be customers, it can also help you attract and keep the kind of employees that will propel your business toward greater success. When your brand messaging is authentic and tells a tale of stellar, diverse, and values-driven company culture, you can reap the rewards of higher-caliber applicants, reduced cost per hire, and the retention of teams who wear superhero costumes in spirit. 

Better yet, that aforementioned LinkedIn research also highlighted that when you ensure that your industry's talent gets to see the best of your corporate and consumer brand messaging too, amazingly, you can anticipate a CTR increase of 138% and a CPC decrease of 32% for your recruitment campaigns.

**Epic Branding Builds Confidence Among Stakeholders and Investors 
**It's impossible to launch or grow a business without timely access to capital and continuing faith from your key stakeholders. In this area, sending relevant branding out into the wild can be much more motivating than even the tightest of business plans alone. What better way to demonstrate that you understand your audience than to proactively converse with them? How better to showcase how you can trump your competition than with a brand story that hits home?

Once again, LinkedIn's data tells us that tackling all three areas of strategic branding in unison is the advantageous approach. In fact, they found that exposing corporate brand audiences to campaigns intended for both consumers and potential recruits resulted in a CTR increase of 32% and a CPC decrease of 22% for corporate-targeted branding efforts. Now, that truly is a trifecta hat trick.

6 Content Creation Tips to Unify Your Brand Strategy
Having covered that a unified brand strategy should draw together the power of branding towards consumers, talent, and stakeholders—and that doing so can multiply rewards—let's dive into what else goes into the creation of content that will help your brand stand out for all the right reasons. Perhaps yours is among the many businesses asking several different teams to churn out specialized content across numerous marketing channels, so let's look at how to ensure that all remain in sync. 

Crucially, now is the time to decipher what your brand's central DNA is composed of so that the various caped crusaders of your marketing team can contribute to a shared goal. When everyone engaged in content creation truly understands that DNA's structure, they'll be able to ensure that their marketing messages always chime with the brand, no matter which chunk of your audience they are speaking to or what responses they are ultimately hoping to encourage.  
 
### 1. Make Your Branding Memorable and Consistent
Whether driving past billboards or scrolling on social media, have you ever noticed that it only takes a second to recognize content from the most influential brands around? From universally known logos like the Nike tick or the MacDonald's 'M' to brand-associated color schemes like Coco Cola's red or Facebook's blue, these consistent signals help the desired neurons fire in the brains of viewers every time.

However, consistent branding goes much further than a dedication to thoughtful aesthetics. It also involves cultivating a dependable voice across all marketing channels, from big press releases to tiny social media comment responses. That voice should convey your brand's mission and values so effectively that audiences begin to perceive and recall a trustworthy personality whenever they encounter it, because research tells us that 81% of consumers need to trust a brand before they'll buy into it.

### 2. Harness the Power of Social Media
Social media is ideal for extending the unified branding that you have already established on your website and other marketing materials. However, this dynamic domain provides something else too. Alongside providing an outstanding avenue to send regular signals to all the right folks, social media also provides an opportunity to connect and converse with your audience in real-time, building trust even further.

As it turns out, [77% of consumers prefer](https://www.linkedin.com/business/marketing/blog/brand/key-ingredients-in-a-unified-brand) shopping with brands they follow on social media. However, keep in mind that in a world of shares and screenshots, even your team's most seemingly insignificant posts and replies can have an impact for better or worse. But, if your marketing gurus can keep that all-important consistent brand personality in mind, their all-for-one strategy is sure to pay off.

### 3. Don't Be Afraid to Blend Your Branding Efforts
We've already explored the fascinating data on the value of cross-exposing customers, stakeholders, and industry talent to the campaigns coming from your brand's HQ that target each of them respectively. The great news is that this information can be leveraged to help keep your feeds even fresher by mixing up your brand messaging with different audiences in mind. 

A diverse spread of content types is always handy for keeping digital followers interested and engaged. However, now you also know that you don't have to be afraid to mix exciting brand milestones and recruitment advertising in among your regular content—whether it's shaped by show-stopping images, informative blog posts, contests, exciting data, or promotions.

### 4. Keep Referral Generation in Mind
When branding really resonates, customers are usually keen to spread the word. You can encourage this among your audience by generating content that is geared toward referral generation. Sharable content might be ultra-stylish, funny, relatable, or provide instant value by being useful in some way.

Crucially, it's important to remember that content doesn't only have to compel its viewer to buy. It can also help to forge greater brand authority and trust—or even better, take on a life of its own as your audience shares it far and wide. In this area, the familiarity of a unified brand experience will certainly boost the confidence of your customers to encourage others to check out what you're offering. Plus, when your branding kick-starts growth that doesn't cost you a dime, you'll feel as if you've just unlocked a new superpower!

### 5. Balance your Organic and Paid Marketing Efforts
If you've followed our explorations of branding so far then you'll likely guess that consistency between organic and paid marketing is a must for propelling your brand effectively into the collective consciousness. What you might be surprised to discover is that audiences actually respond favorably to a mix of both organic and paid brand messaging.

Another investigation from LinkedIn found that users exposed to both organic and paid content were [61% more likely to convert](https://www.linkedin.com/business/marketing/blog/linkedin-ads/how-to-blend-organic-and-paid-media-strategies-to-drive-more-conversions?trk=lms-blog-trust&src=bl-po) compared to those who saw paid content alone. The platform concluded that the two content types prime and compel audiences to seek out the other, increasing the probability of brand familiarity and recall in the process.

### 6. Offer Your Audience a Human Connection
As much buzz as there might be about the recent explosion of AI—and as useful as these kinds of high-tech tools might be to your business—it is important to remember that humans are fundamentally hardwired to connect. Way back at the beginning of the pandemic, researchers found that [85% of their respondents felt that organizations](https://www.marketingtechnews.net/news/2023/feb/22/8-out-of-10-people-believe-organisations-take-customers-for-granted/) had become impersonal and lost their 'human' touch.

This is why making rich and emotionally charged storytelling central to your unified branding is so essential, and it's also why communicating with intention is invaluable. Your audience needs to not only see but also feel the impact that your brand has on the people it serves and the people who drive it. In this way, you can distribute those superhero capes among not only your whole team but your audience members too, because you'll all be engaged in pursuing the very same mission—which is the success of your superhero brand.

Related Read: [How Will AI Impact Branding In The Future?](https://www.aniketwarty.com/blogs/How-Will-AI-Impact-Branding-In-The-Future)



Unify Your Brand Strategy With These Superhero Content Creation Ideas

Every day, social media serves up a platter of possibilities for contemporary marketers thanks to the sheer scale of its captive audience. According to data from Statista, almost 4.9 million people use social platforms around the world and that number is projected to rise by another couple of million by the end of the decade.

It's common sense that marketing to end consumers in this vast and sprawling digital ecosystem would be a savvy idea, but what about harnessing the juggernaut power of social media to market to other businesses? Happily, if you want to level up your B2B marketing, platforms like Instagram, LinkedIn, Facebook, and Twitter are just as advantageous for you as they would be for your direct-to-consumer counterparts. 

If you think about it, this welcome news is hardly surprising—because a whopping 93.79% of businesses are actively pursuing their own marketing efforts on the very same platforms. It stands to reason that if you want to get their attention, you can meet them right there on the playing field! 

Yes, social media is a prime ally for achieving success as a B2B brand, but plenty of other businesses will be just as clued in on the opportunities to be seized. So, how can you get the upper hand? Let's get to grips with some stellar strategies to help your business stand out from the crowd.

### What Makes B2B Social Media Marketing Strategies Different?

Long ago, in the earliest days of social media, platform creators dreamed of providing virtual spaces where friends and family would be able to connect and share, and advertisers would be able to frolic. However, next, something truly interesting happened. Businesses began claiming their own social media presences and personalities, connecting with customers more affordably, broadly, and meaningfully than ever before. 

This was marketing magic in action—a place where audiences and brands could interact directly and slick campaigns could go viral, achieving massive reach without worrying about a cost per click.

It's no shock that today's brands spend a pretty decent chunk of their overall marketing budgets on social content creation and campaigns. It's also no revelation that in the current economic climate, businesses are managing their spending wisely. This year, roughly [58% of B2B marketers](https://resources.integrate.com/all-resources/the-state-of-marketing-budgets) in the UK and US anticipated a marketing budget that is equal to or less than in 2022, but despite such stagnation, B2B brands are deciding to [serve up a larger budgetary slice](https://www.slideshare.net/christinemoorman/the-cmo-survey-highlights-and-insights-report-september-2022) to their social media teams.

If social media is the place to be for B2B branding, what do you need to know about this particular sub-category of marketing? Crucially, it's important to recognise that the businesses you want the attention of are hustling just as hard as you are—and they'll respond to messaging that reflects that. 

### 10 Essential Tips to Help Your B2B Brand Stand Out on Social Media 

Digital channels such as social media are poised to become the setting for [80% of B2B sales interactions](https://www.gartner.com/en/sales/trends/future-of-sales) by 2025, so let's look a little further into how you can hone that hustle of yours with the needs of other businesses in mind.

### #1: Make Your B2B Social Media Marketing Human ###

With the rise of chatbots, automation tools, and AI content generation, it's easy to get carried away with the gloss of artificiality. However, as useful as these tools may be, a human touch can be a powerful thing when it comes to forging more genuine B2B connections.

Research from LinkedIn highlights that [75% of B2B decision-makers turn to social media](https://business.linkedin.com/sales-solutions/social-selling) to size up whether a purchase is right for their enterprise. They'll be looking for shared values, transparency, brand authority, and outstanding communication. This makes a human presence—whether it's the voice that shines through your posts or the courteous comment replies—an impactful one indeed.

A great way to showcase the people behind your brand is to place leadership and employees in the spotlight from time to time. As an added bonus, this can double as employer branding, attracting new talent while giving your current team a greater sense of autonomy.

### #2: Strategically Differentiate to Stand Out From the Competition

Your B2B brand is getting busy on social media, but as we mentioned, so are most other businesses—including your direct competition. These days, setting up your social profiles and posting once in a while isn't likely to cut the mustard. You need to discover an interesting edge that will allow your presence to shine the brightest.

When novel messaging and creative but consistent visuals are combined, the results can be potent. But to get these ingredients right, you need to understand your social media niche and curate in the right direction. 

So start by asking who will engage in your content and why. What needs will your business address for theirs and how can you clearly communicate that value? From that point, you can begin to identify how to differentiate your B2B brand and product marketing from competitors' without veering off message.

### #3: Position Your Social Media Pages as First Points of Contact

Chances are, you've put in some primo effort to get your website's SEO up to scratch. It represented a solid investment because organic web traffic is always a solid return. However, now the time has come to invest the same kind of might into transforming your social media pages into the kind of first-contact landing pages that you can truly be proud of.

Why is this important? Well, young consumers are increasingly using social media to track down what they need. [40% of Gen Z use Instagram or TikTok](https://techcrunch.com/2022/07/12/google-exec-suggests-instagram-and-tiktok-are-eating-into-googles-core-products-search-and-maps/) to look things up and even Google's execs aren't exactly happy about it.

Fortunately for your B2B brand, this is something that you can leverage to your advantage.  The place to start is sprinkling smart keywords through your profiles and posts, before getting to grips with how to hashtag #likeapro. It's also worth regularly running your own industry-relevant social media searches to figure out how to boost your visibility even higher.

### #4: Build Your Community to Boost B2B Brand Authority

A little earlier, we touched on the importance of the human element on social media as well as the power of communication. These are concepts that you can really pick up and run with by focusing on forging community, stimulating stronger audience relationships and customer loyalty along the way. In fact, according to HubSpot, [90% of social media marketers](https://blog.hubspot.com/marketing/brands-social-media-communities) say building an active online community is critical to success in 2023. Here are some B2B community-building options to explore:

•	Get active in social media groups that are relevant to your B2B niche

•	Create your own groups and establish yourself as an industry thought leader

•	Drop high-value content and free resources to make your business indispensable

•	Jump into authority-focused digital spaces like Reddit and Quora

•	Keep comments-based dialog flowing with your day-to-day audience

### #5: Use Multimedia to Keep Your Social Feeds Fresh

Social media continues to evolve at flat-out speed and it's essential for B2B brands to keep up. When Instagram first debuted the Reels feature in 2019, nobody could have predicted how quickly short-form video would come to claim space on the platform. Today, users increasingly get to choose how they use their go-to social media platforms, including whether they pay more attention to images, linked posts, polls, memes, video content, or SnapChat-style stories.

Right now, according to Sprout Social, short-form video is the most engaging type of in-feed social content—but that may change tomorrow. Clearly, there is an advantage to be claimed by mastering every format on your social media channels of choice. Crucially, a diverse multimedia offering will keep things fresh for your audience while ensuring that you don't drop out of view for the business decision-makers that you want to reach the most.

### #6: Balance Brand and Demand Marketing

Undoubtedly, the right brand-building social media strategy will elevate both awareness and perception of your business among the minds that matter. However, there is another angle of marketing that should always be present in the mix and that is demand marketing.

What do we mean by demand marketing? Well, vitally this carries us back to the idea of understanding the needs of your customers. As a business, you cannot create demand—you can only step up to meet it. 

Where brand marketing focuses on forging epic associations that wire and fire, demand marketing focuses on demonstrating an understanding of customer needs and an ability to provide optimal solutions. The B2B gurus at LinkedIn recommend that brands divide their marketing efforts pretty evenly between these two endeavors. 

### #7: Monitor Your Market Niche to Stay One Step Ahead

I've ticked off talking about the importance of differentiating your B2B brand from its competitors, but there is more to be uncovered in keeping tabs on others operating within your social media market niche. Because their target audience is yours and vice-versa, there is much to learn through simple observation.

Soon, you'll be able to spot which of the opposition's campaigns, content strategies, or even comments get the most engagement and which fall flat. Not to mention, you'll also be able to sniff out sneaky opportunities. For example, if there's a buzz in the headlines about something relevant to your industry, you'll definitely want to jump on it—but if your competition drops the ball in this area then you'll likely be able to nab some of their limelight by taking the lead on a trend.

### #8. Leverage Audience Insights to Your Advantage

Having initially done the work to understand your audience well enough to reach them, now you can make the most of social media analytics and dig even deeper. As the world's ultimate data gatekeepers, social media platforms thankfully have the sense to provide a bevy of information to businesses about how users interact with their content.

Not only can this information allow you to confirm that things are working well, but you can also use audience insights to test different approaches to your B2B brand marketing. You'll need to identify the metrics that are going to be most useful and consolidate them between platforms, but from there you can analyze, discover, apply, and repeat.

Yes, with analytics at your fingertips, you can zero in on the kinds of content to prioritize, where and when to post, and even which platforms are more worthy of your time. Thinking back to those limited B2B marketing budgets, there is no shame but in fact great wisdom in dialing in your social marketing strategy tightly so that time and money invested always provides the best possible return.

### #9. Set Clear KPIs Based on Your Core Objectives

Speaking of metrics, have you already made friends with a handy set of key performance indicators? If not, it's time to find your new best buddies and get acquainted. These crucial data points are going to elucidate whether or not your B2B brand marketing strategy is a sure thing.

Key performance indicators, or KPIs for short, are the measurables that any business can examine to better understand their progress. The best way to identify the right social KPIs for your brand is to think first about what you hope to achieve on these platforms and work out from there. Your goals might include things like:

•	Increase brand awareness
•	Drive website traffic
•	Build trust and authority
•	Generate leads
•	Drive conversions
•	Inform customers
•	Boost customer retention
•	Attract job applicants

Once you know the whys behind your social media marketing efforts, you can much more easily pinpoint the right metrics to track. For example, social likes and shares are healthy indicators of growing brand trust and authority, while tracking your audience from your latest social posts through to conversion will let you illuminate what it was that sealed the deal.

### #10. Regularly Re-focus Your Targeting

For most B2B brands on social media, marketing dispatches will be made up of a mix of organic and paid content. When it comes to your paid campaigns, social media platforms are increasingly facilitating laser-sharp ad targeting, allowing you to point and pull the trigger with curated content for the exact kind of businesses you want to speak to.

But you can also think of your organic content as targeted content. By factoring in things like the types of professionals you hope to reach, when and how they use social media, and what will make them sit up and pay attention the most, you can make sure your messaging always land. Dividing your audience into segments, catering to each segment in turn, and consistently monitoring to see if a tactical shift is necessary will help you hold your relevance overall.

At the end of the day, as specific as B2B brand marketing may be in some regards, one thing is certainly universal. Being a champion within the varied worlds of social media means providing something that people truly want to scroll to—something that gives them that all-important dopamine hit while ideally anchoring them to your business for the long haul. If you make that a central tenant to your hustle while harnessing the above tips, you should soon find yourself climbing the social media podium towards success!


How to Build B2B Brand Success by Standing Out on Social Media

Every day, social media serves up a platter of possibilities for contemporary marketers thanks to the sheer scale of its captive audience. According to data from Statista, [almost 4.9 million people](https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/) use social platforms around the world and that number is projected to rise by another couple of million by the end of the decade.

It's common sense that marketing to end consumers in this vast and sprawling digital ecosystem would be a savvy idea, but what about harnessing the juggernaut power of social media to market to other businesses? Happily, if you want to level up your B2B marketing, platforms like Instagram, LinkedIn, Facebook, and Twitter are just as advantageous for you as they would be for your direct-to-consumer counterparts. 

If you think about it, this welcome news is hardly surprising—because a whopping [93.79% of businesses](https://www.businessdit.com/social-media-for-business-statistics/) are actively pursuing their own marketing efforts on the very same platforms. It stands to reason that if you want to get their attention, you can meet them right there on the playing field! 

Yes, social media is a prime ally for achieving success as a B2B brand, but plenty of other businesses will be just as clued in on the opportunities to be seized. So, how can you get the upper hand? Let's get to grips with some stellar strategies to help your business stand out from the crowd.

### What Makes B2B Social Media Marketing Strategies Different?
Long ago, in the earliest days of social media, platform creators dreamed of providing virtual spaces where friends and family would be able to connect and share, and advertisers would be able to frolic. However, next, something truly interesting happened. Businesses began claiming their own social media presences and personalities, connecting with customers more affordably, broadly, and meaningfully than ever before. 

This was marketing magic in action—a place where audiences and brands could interact directly and slick campaigns could go viral, achieving massive reach without worrying about a cost per click.

It's no shock that today's brands spend a pretty decent chunk of their overall marketing budgets on social content creation and campaigns. It's also no revelation that in the current economic climate, businesses are managing their spending wisely. This year, roughly [58% of B2B marketers](https://resources.integrate.com/all-resources/the-state-of-marketing-budgets) in the UK and US anticipated a marketing budget that is equal to or less than in 2022, but despite such stagnation, B2B brands are deciding to [serve up a larger budgetary slice](https://www.slideshare.net/christinemoorman/the-cmo-survey-highlights-and-insights-report-september-2022) to their social media teams.

If social media is the place to be for B2B branding, what do you need to know about this particular sub-category of marketing? Crucially, it's important to recognise that the businesses you want the attention of are hustling just as hard as you are—and they'll respond to messaging that reflects that. 

### 10 Essential Tips to Help Your B2B Brand Stand Out on Social Media
Digital channels such as social media are poised to become the setting for [80% of B2B sales interactions](https://www.gartner.com/en/sales/trends/future-of-sales) by 2025, so let's look a little further into how you can hone that hustle of yours with the needs of other businesses in mind.

#### 1: Make Your B2B Social Media Marketing Human
With the rise of chatbots, automation tools, and AI content generation, it's easy to get carried away with the gloss of artificiality. However, as useful as these tools may be, a human touch can be a powerful thing when it comes to forging more genuine B2B connections.

Research from LinkedIn highlights that [75% of B2B decision-makers turn to social media](https://business.linkedin.com/sales-solutions/social-selling) to size up whether a purchase is right for their enterprise. They'll be looking for shared values, transparency, brand authority, and outstanding communication. This makes a human presence—whether it's the voice that shines through your posts or the courteous comment replies—an impactful one indeed.

A great way to showcase the people behind your brand is to place leadership and employees in the spotlight from time to time. As an added bonus, this can double as employer branding, attracting new talent while giving your current team a greater sense of autonomy.

#### 2: Strategically Differentiate to Stand Out From the Competition
Your B2B brand is getting busy on social media, but as we mentioned, so are most other businesses—including your direct competition. These days, setting up your social profiles and posting once in a while isn't likely to cut the mustard. You need to discover an interesting edge that will allow your presence to shine the brightest.

When novel messaging and creative but consistent visuals are combined, the results can be potent. But to get these ingredients right, you need to understand your social media niche and curate in the right direction. 

So start by asking who will engage in your content and why. What needs will your business address for theirs and how can you clearly communicate that value? From that point, you can begin to identify how to differentiate your B2B brand and product marketing from competitors' without veering off message.

#### 3: Position Your Social Media Pages as First Points of Contact
Chances are, you've put in some primo effort to get your website's SEO up to scratch. It represented a solid investment because organic web traffic is always a solid return. However, now the time has come to invest the same kind of might into transforming your social media pages into the kind of first-contact landing pages that you can truly be proud of.

Why is this important? Well, young consumers are increasingly using social media to track down what they need. [40% of Gen Z use Instagram or TikTok](https://techcrunch.com/2022/07/12/google-exec-suggests-instagram-and-tiktok-are-eating-into-googles-core-products-search-and-maps/) to look things up and even Google's execs aren't exactly happy about it.

Fortunately for your B2B brand, this is something that you can leverage to your advantage.  The place to start is sprinkling smart keywords through your profiles and posts, before getting to grips with how to hashtag #likeapro. It's also worth regularly running your own industry-relevant social media searches to figure out how to boost your visibility even higher.

#### 4: Build Your Community to Boost B2B Brand Authority
A little earlier, we touched on the importance of the human element on social media as well as the power of communication. These are concepts that you can really pick up and run with by focusing on forging community, stimulating stronger audience relationships and customer loyalty along the way. In fact, according to HubSpot, [90% of social media marketers](https://blog.hubspot.com/marketing/brands-social-media-communities) say building an active online community is critical to success in 2023. Here are some B2B community-building options to explore:

•	Get active in social media groups that are relevant to your B2B niche
•	Create your own groups and establish yourself as an industry thought leader
•	Drop high-value content and free resources to make your business indispensable
•	Jump into authority-focused digital spaces like Reddit and Quora
•	Keep comments-based dialog flowing with your day-to-day audience

#### 5: Use Multimedia to Keep Your Social Feeds Fresh
Social media continues to evolve at flat-out speed and it's essential for B2B brands to keep up. When Instagram first debuted the Reels feature in 2019, nobody could have predicted how quickly short-form video would come to claim space on the platform. Today, users increasingly get to choose how they use their go-to social media platforms, including whether they pay more attention to images, linked posts, polls, memes, video content, or SnapChat-style stories.

Right now, according to Sprout Social, short-form video is [the most engaging type](https://sproutsocial.com/insights/index/) of in-feed social content—but that may change tomorrow. Clearly, there is an advantage to be claimed by mastering every format on your social media channels of choice. Crucially, a diverse multimedia offering will keep things fresh for your audience while ensuring that you don't drop out of view for the business decision-makers that you want to reach the most.

#### 6: Balance Brand and Demand Marketing
Undoubtedly, the right brand-building social media strategy will elevate both awareness and perception of your business among the minds that matter. However, there is another angle of marketing that should always be present in the mix and that is demand marketing.

What do we mean by demand marketing? Well, vitally this carries us back to the idea of understanding the needs of your customers. As a business, you cannot create demand—you can only step up to meet it. 

Where brand marketing focuses on forging epic associations that wire and fire, demand marketing focuses on demonstrating an understanding of customer needs and an ability to provide optimal solutions. The B2B gurus at LinkedIn recommend that brands [divide their marketing efforts pretty evenly](https://business.linkedin.com/marketing-solutions/success/insights-and-research/brand-to-demand?trk=lms-blog-b2b&src=bl-po) between these two endeavors. 

#### 7: Monitor Your Market Niche to Stay One Step Ahead
We've ticked off talking about the importance of differentiating your B2B brand from its competitors, but there is more to be uncovered in keeping tabs on others operating within your social media market niche. Because their target audience is yours and vice-versa, there is much to learn through simple observation.

Soon, you'll be able to spot which of the opposition's campaigns, content strategies, or even comments get the most engagement and which fall flat. Not to mention, you'll also be able to sniff out sneaky opportunities. For example, if there's a buzz in the headlines about something relevant to your industry, you'll definitely want to jump on it—but if your competition drops the ball in this area then you'll likely be able to nab some of their limelight by taking the lead on a trend.

#### 8. Leverage Audience Insights to Your Advantage
Having initially done the work to understand your audience well enough to reach them, now you can make the most of social media analytics and dig even deeper. As the world's ultimate data gatekeepers, social media platforms thankfully have the sense to provide a bevy of information to businesses about how users interact with their content.

Not only can this information allow you to confirm that things are working well, but you can also use audience insights to test different approaches to your B2B brand marketing. You'll need to identify the metrics that are going to be most useful and consolidate them between platforms, but from there you can analyze, discover, apply, and repeat.

Yes, with analytics at your fingertips, you can zero in on the kinds of content to prioritize, where and when to post, and even which platforms are more worthy of your time. Thinking back to those limited B2B marketing budgets, there is no shame but in fact great wisdom in dialing in your social marketing strategy tightly so that time and money invested always provides the best possible return.

#### 9. Set Clear KPIs Based on Your Core Objectives
Speaking of metrics, have you already made friends with a handy set of key performance indicators? If not, it's time to find your new best buddies and get acquainted. These crucial data points are going to elucidate whether or not your B2B brand marketing strategy is a sure thing.

Key performance indicators, or KPIs for short, are the measurables that any business can examine to better understand their progress. The best way to identify the right social KPIs for your brand is to think first about what you hope to achieve on these platforms and work out from there. Your goals might include things like:

- Increase brand awareness
- Drive website traffic
- Build trust and authority
- Generate leads
- Drive conversions
- Inform customers
- Boost customer retention
- Attract job applicants


Once you know the whys behind your social media marketing efforts, you can much more easily pinpoint the right metrics to track. For example, social likes and shares are healthy indicators of growing brand trust and authority, while tracking your audience from your latest social posts through to conversion will let you illuminate what it was that sealed the deal.

#### 10. Regularly Re-focus Your Targeting
For most B2B brands on social media, marketing dispatches will be made up of a mix of organic and paid content. When it comes to your paid campaigns, social media platforms are increasingly facilitating laser-sharp ad targeting, allowing you to point and pull the trigger with curated content for the exact kind of businesses you want to speak to.

But you can also think of your organic content as targeted content. By factoring in things like the types of professionals you hope to reach, when and how they use social media, and what will make them sit up and pay attention the most, you can make sure your messaging always land. Dividing your audience into segments, catering to each segment in turn, and consistently monitoring to see if a tactical shift is necessary will help you hold your relevance overall.

At the end of the day, as specific as B2B brand marketing may be in some regards, one thing is certainly universal. Being a champion within the varied worlds of social media means providing something that people truly want to scroll to—something that gives them that all-important dopamine hit while ideally anchoring them to your business for the long haul. If you make that a central tenant to your hustle while harnessing the above tips, you should soon find yourself climbing the social media podium towards success!


How to Build B2B Brand Success by Standing Out on Social Media in 2024

Thanks to modern connectivity, there has never been a more exciting time to propel something unique before the masses. Today's world is filled with exciting and dynamic companies offering an abundance of choice to their global audiences. However, all of that opportunity comes with a cost, because brands also need to go the extra mile to stand out from the competition. Fortunately, conceptualizing an awesome set of brand values is a brilliant place to begin!

Listing out brand values might sound like a corny marketing gimmick to some, but when rooted in authenticity, this powerful tactic can crank the brand in question's prestige up to the max. The reason for this level-up is that [82% of consumers](https://consumergoods.com/new-research-shows-consumers-more-interested-brands-values-ever) want the values of the brands they buy from to mirror their own. That means that getting brand values right and sending them out into the consumer eco-system truly can make all the difference.

But marketers beware, a cookie-cutter approach to this important element of branding isn't the way to go. The best brand values are crafted and tailored to the company in question, its audience, its employees, and its long-term goals. With all of that in mind, what goes into creating truly epic brand values? Today we're going to take a whistle-stop tour of all things brand values-related, including why they matter, some great examples, and how you can start formulating yours today.

### What Are Brand Values?
A simple way to understand the function of brand values is to consider your own personal values as a human being. We each have a number of beliefs and principles that help us navigate through this world. When it comes to establishing a rockstar of a business, a core set of defining values can be immensely useful for enabling that enterprise to act in a cohesive and consistent way. So, even if the brand is driven by thousands of people, it operates as if it has a single personality and matching moral compass.

Brand values are a distillation of the beliefs or ideals that steer a company's actions, laid out in an easy-to-digest way. What's more, they also allow the public to quickly identify if the brand is in step with their own personal perspective, which can help them decide if they want to stick around and shop. Depending on the brand and its target audience, the values they choose may include things like environmental commitments, customer care standards, diversity and equality, speed and efficiency, privacy protection, and more.

### Why Do Brand Values Matter?
As we mentioned, the vast majority of consumers prefer to seek out brands whose values align with their own. However, when it comes to showcasing compelling brand values, it isn't enough to talk the talk—businesses have to walk the walk too. Because alongside seeking out calibrated values, today's customers are serious about seeing authenticity too.

How vital is it for your brand to dazzlingly convey its authenticity in lights? Well, as it happens, [88% of contemporary consumers](https://www.oberlo.com/blog/branding-statistics) consider authenticity to be a key factor when considering which brands to support. This means that your brand needs to not only outline a clear and relevant set of values, but also draw from them daily in every aspect of what you and your team get up to.

### How Brand Values Can Benefit Your Business
There is nothing like a bright and bold set of brand values to help a company build an unbreakable bond with its customer base. However, there are even more reasons to prioritize really dialing down the best values that you can. Here are some of the ways that your efforts will be rewarded:

**1. Strong Brand Values Entice New Customers**
Research from Harvard Business School professor Gerald Zaltman sheds more light on why demonstrating values is so important for connecting with customers. In his book, [How Customers Think: Essential Insights into the Mind of the Market](https://hbswk.hbs.edu/archive/how-customers-think-the-subconscious-mind-of-the-consumer-and-how-to-reach-it), he shared that “95% of our purchase decision-making takes place in the subconscious mind.” This means that even our most practical purchasing choices may be more rooted in emotion than we realize. 
Knowing this, it is easy to imagine why communicating brand values from the get-go is so critical to securing those key first-time purchases from customers new to your brand. When values are not only placed front and center, but also laced throughout marketing messages on social media and beyond, subconscious consumer confidence is far more likely to be inspired.

**2. Your Brand's Values Will Attract the Right Talent**
Amazing people always serve as the foundation for incredible brands, so how can a top-notch set of brand values help you bring the right people into the fold? For sure, it helps to know that [60% of job seekers](https://www.mccannsynergy.com/10-employer-branding-statistics-for-2022/) will choose a place to work based on their beliefs and values. This means that well-defined values can help you onboard the type of talent that will drive your business toward its next epic destination.

In contrast, when values are either poorly defined or not adhered to, you can anticipate recruitment that misses the mark, stalled productivity, and a higher employee turnover. So yes, the best way to attract and retain unbeatable talent is to ensure that your brand values are reflected in the daily experiences of your team. This will ensure that they get to step into an engaging working environment that they can feel truly passionate about, and you get to share in the bounty of their journey.

**3. Brand Values In Action Build Lasting Customer Loyalty**
Well-crafted brand values do so much more than simply tempt the kind of customers you want to come and check out your business today. Crucially, when those values are proudly ever-present in the way your enterprise operates, they can ensure that those customers also climb aboard for the long haul. 

Over time, whenever consumers see the values that first attracted them to a company upheld and honored, this forges trust, which in turn transforms into loyalty. When it comes to creating stable and enduring business success, this mighty, values-driven, and mutually beneficial brand-consumer relationship simply cannot be beaten.

**4. Clear Brand Values Will Help Your Team Synergize **
Without a guiding set of tenets to serve as a compass, any group of people can begin to drift off mission. That's exactly why establishing core brand values is so essential for keeping teams on task. Better yet, when businesses make a point of highlighting to employees how the work they do ties directly into the values that the brand represents, they can anticipate greater engagement and productivity. 

**5. Epic Brand Values Will Guide Your Business Forwards**
Not only can brand values serve as a navigational tool for employees, but also for critical leadership decision-making as your company expands and evolves. Every decision, large or small, can be held up against your brand's guiding values to ensure that it is fully in alignment. This will ensure simultaneously that the company stays on track and that customers aren't caught off-guard by a sudden change of tack.

### Inspiring Examples of Brand Values
Curating the most poignant values for your brand means striking a balance between what you as a company want to achieve and a deep understanding of your audience. While some values are likely to be more niche, others can be much more broadly relevant. For example, these days, [66% of consumers globally](https://www.businessnewsdaily.com/15087-consumers-want-sustainable-products.html) consider sustainability when they make a purchase, making earth-friendly brand values particularly meaningful.

But let's sniff out some more ideas to draw from. Here are some inspiring examples of big-name brands with brilliant values to get your juices flowing:

**Apple**
American technology company Apple's late founder and CEO, Steve Jobs, made an excellent point when he shared: “Marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us.” 

As such, the company offers an excellent example of clear and concise brand values in action, focusing on a list of core values that serve as a firm foundation for [its ethical operations](https://www.apple.com/compliance/):

•	Accessibility 

•	Education 

•	Environment 

•	Inclusion and Diversity 

•	Privacy 

•	Racial Equity and Justice 

•	Supplier Responsibility 

**Ben & Jerry's **
The [brand values](https://www.benjerry.com/values) of iconic ice cream company Ben & Jerry's build upon their ambitious tagline: “We believe that ice cream can change the world.” Keeping things even simpler than Apple, they lead with just three clear and contemporary values:
▪	Human Rights & Dignity

▪	Social & Economic Justice

▪	Environmental Protection, Restoration, & Regeneration

**Adidas**
Globally popular sports brand Adidas cleverly divides [its brand values](https://www.adidas-group.com/en/about/profile/) into three separate concepts. While striving to be a “credible, inclusive, and sustainable leader” in their industry, Adidas keeps this trio of things in mind:
•	Brand Purpose: “Through sport, we have the power to change lives.”
•	Brand Mission: “To be the best sports brand in the world.”
•	Brand Attitude: “Impossible is Nothing” 

### How to Choose the Right Values for Your Brand
The values that serve as a guiding light for your brand should unite as something that you and your team come back to again and again. To make them effective, it's important to minimize the fuss and maximize the clarity. For your team to consistently live your brand values, you'll ideally want to choose around 3-5 core values that are easy to internalize and incorporate. Here are some further brand value examples that might inspire:

•	We prioritize sustainability

•	We embrace diversity

•	We support our local communities

•	We keep things simple and efficient

•	We deliver outstanding customer care

•	We stand for inclusion

•	We never compromise our standards

•	We elevate our employees

•	We're always here when you need us

•	We see your win as our win

•	We encourage self-expression

•	We give back with green initiatives


These are all strong starting points, but until you truly make them your own, they won't have much substance. Ultimately, the values that you land upon must be tailored, fully but simply articulating your brand's passions, goals, and personality. Plus, they aren't something to plonk on your website before getting back to business as usual—they will exist to be a touch-point that ties into everything you do. 

Here are a few handy exercises to help you formulate your ideas:

**1. Consider Your Own Big 'Why'**
Why did you start your company in the first place? What did you want it to stand for, and how can that be reflected in its guiding principles moving forwards?

**2. Do Some Market Research**
What are the brand values advertised by your competitors? Have a sneaky peek to see what's working for them, and perhaps more critically, what they have missed that could give you an edge.

**3. Talk to Your Customers**
If you don't ask your audience directly, you're really only guessing. Survey your customer base to discover what really matters to them. Next, you can figure out how to incorporate what they share into your brand's values and identity.

**4. Get Your Team Brainstorming**
All too often, leaders believe that their brand stands for one thing, only to realize that their team are on an entirely different page. Inviting team members to join in this critical conversation can be revealing. Your employees may mirror and inspire you, or they may spotlight a need for improvement that a new set of brand values can fuel.

Once you've drawn together a decent amount of insight into how you, your audience, and your employees currently perceive your brand—plus any potential market opportunities—you can begin conceptualizing and refining your short and sweet list of authentic and powerful core brand values.
### 
What's the Difference Between Brand Values and Brand Guidelines?
You might have come across the term brand guidelines and wondered how it differs from brand values. In reality, these two things are not quite the same but are intimately related to one another. While brand values are the beating heart of any savvy company's identity, brand guidelines are a tool that can be used to expand upon those values for greater specificity and consistency.

When it comes to interpreting strong brand values into a more directional set of brand guidelines, it helps to go value-by-value, creating a handful of guidelines for each one. Here's an example of this idea applied:

**Brand value:**

•	We elevate our employees

**Brand guidelines:**

•	We ensure that all employees receive quarterly one-to-one feedback

•	We provide high-caliber training at regular intervals

•	We have an open-door policy for ideas, innovation, and constructive criticism

•	We provide employees the opportunity to grow and progress

In this way, brand guidelines can be used to translate the values that steer your company into actionable and measurable strategies without watering them down. This leaves space for evolution while supporting that all-important central consistency. Which is a good thing, no doubt. Because research suggests that brands maintaining consistency in their presence enjoy [an increase in revenue of 33%](https://www.lucidpress.com/pages/resources/report/the-impact-of-brand-consistency).

**The Brand Values Takeaway**
A well-thought-out and implemented set of brand values can have a powerful impact on steering the course of any enterprise toward success. To be effective, they must be tailored to the company, based on genuine insight, rooted in authenticity, and woven throughout everything that the brand puts out into the world.

When these aims are achieved, customers and employees are sure to be more engaged—not only today but also in the long run. Vitally, that all adds up to a recipe for enduring rockstar brand status. So, if you don't already have inspired brand values in place, it's time to get brainstorming!


How To Set The Best Brand Values And Why It's So Important

If you haven’t heard of ChatGPT - the AI text generator that’s taken the internet by storm - then you must have been living under a rock for the past couple of months. 
They range from sophisticated text programs to visual-based software like Midjourney that can create a new piece of digital art in seconds.

But what’s not surprising is that these AI programs are upending everything we thought we knew about digital marketing - including the aspect of branding. 

With ChatGPT, for example, it’s now possible to create anything from a branded Instagram caption to an SEO article to a social media posting schedule - all in seconds, using prompts typed in by the user. The visual-based AI software works much the same way.

Imagine being able to generate advertisement spreads, key art, and copywriting for your rebranding campaign, each in less than a minute. Now, imagine the speed with which you could develop a whole new brand. You can literally do it in less than a day using AI.

But there are also other, darker implications of this seeming AI takeover of branding. And with those implications come important questions.

How, for example, will consumers respond to branding materials that were generated by an AI, not a human? And what are the ethics of using these types of software? Are the products they create 100% original, or are they plagiarizing pre-existing content that was typed or rendered by uncredited human hands?

I’ll explore those questions and more in the rest of this article.

### What Is An AI Generator?

Before we can understand while AI generators are having such a huge effect on branding, we have to understand what an AI generator is. 

First, let’s go over the term “AI.” This is an acronym for “artificial intelligence,” which refers to computers and/or computer programs that are designed to be capable of performing complex operations that were previously only achievable by human beings.

That’s the idea behind [ChatGPT](https://openai.com/blog/chatgpt), which is expected to have gained [more than 100 million active users](https://www.cbsnews.com/news/chatgpt-chatbot-tiktok-ai-artificial-intelligence/) by the end of January 2023. Simply enter a prompt for any kind of text-based content, and the AI operating in the background of that program will generate the content for you - typically in just a few seconds. (This same principle applies to AI image and art generators, as well.)

What makes the AI generators that have recently risen to fame so remarkable is that they have the capacity to produce complex content of more than decent quality. The level of sophistication is often such that it’s not always apparent that the text or image was generated by a computer program instead of a human.

### Potential Impacts Of AI On Branding

Obviously, something that can produce sophisticated content with such a fast turnaround is going to impact the way that business owners and marketers approach branding in the future. Let’s take a look at some of those potential impacts.

### 1.	Heightened Risk Of Plagiarism

How is it that a given AI knows how to generate various types of complex content?

To understand that, you must know [the way that AI learns](https://www.spiceworks.com/tech/artificial-intelligence/articles/how-does-ai-learn-through-ml-algorithms/), which is by taking in immense amounts of data. This data can come from anywhere, even the internet.

This presents a problem to marketers who want to use AI to generate new branding materials: the content that is being generated may not be 100% original. Thus, it is incumbent on the user to check the content for plagiarism before they use it themselves. 

**Takeaway**: If marketers and business owners are going to utilize AI generators to create branding materials, they’re going to have to be more careful than ever that they do not directly copy the content produced by the AI. Otherwise, they could open themselves up to serious legal trouble with plagiarism.

### 2.	Decreased Brand Uniqueness

Since the AI in AI generators learns from pre-existing data on the internet, we can also assume that there is always a chance that any content that you ask it to produce is very similar to another brand’s work. Thus, one potential pitfall of using AI generators for branding is that your brand could end up looking a lot like (if not almost identical to) another business - and therefore, not unique.

A decrease in brand uniqueness can cost you dearly. For example, if any of your target customers realize, even subconsciously, that they’ve seen your brand identity, voice, or values before, they may perceive you as a cheap facsimile or a copycat. This may cause them not to trust your brand as much and refuse to buy from you.

A brand that’s not unique is also not sustainable in the long term. This is because it’s hard to generate interest from stakeholders when you can’t differentiate yourself from your competitors. 

**Takeaway**: Similar to how you should check any AI-generated content for plagiarism, you should also ensure that it is unique. This will help your brand stand out from your competitors, both in terms of the value you’re bringing to the market and in the public perception of the high, curated quality of your brand.

### 3.	Increased Customer Awareness Of AI

Speaking of customers, one thing that we have little data on so far is how customers are going to respond to the inevitable use of AI in branding. Will they be able to distinguish an ad that was created almost entirely using an AI program from one that was designed by a human from scratch? 

In some cases, maybe not. In one instance of a survey by Tidio (a SaaS that utilizes AI chatbots), 87% of respondents misidentified an AI-generated image as a real life photo. 

But in other instances, they spotted the fake right away, especially when it came to identifying AI-generated text.

Sometimes the specificity of the prompt is what determines the AI’s accuracy. For example, for the purposes of Tidio’s article, they requested that an AI generate an image of a cat’s head. The head looks quite accurate to real life; but once Tidio requested the AI to create a “complete cat,” the results were an amalgamation of cat bodies and their potential positions. It was a complete mess.

The lesson here is that the less careful you are with your prompts and with editing AI-generated content, the more likely it is that your target customers will suspect that your branding was made by a computer program. They’ll see it in the little ticks and inaccuracies, the flaws in the text or the ad that make it seem robotic, false, and not human-like. 

Who would trust a brand that would churn out all their ads, social media posts, logos, and other materials through an AI without checking it for errors? Would you? I’m betting the answer is, “No.” And with the rise of AI in marketing and other aspects of customer engagement, you can bet that consumers are going to get better at determining what’s real and what’s not.

**Takeaway**: While AI is getting better at producing realistic content, errors are still apt to slip in. These errors, if not spotted and fixed, are dead giveaways that your branding materials were generated by a computer program. As such, they could ruin your credibility and trustworthiness in the eyes of your target consumer base.

### 4.	Faster Branding Creation

Even if businesses can’t use AI-generated content as-is (for quality as well as copyright reasons), they can always use it as a springboard for developing more unique ideas. Thus, AI has the potential to speed up the ideation phase, which may in turn lead to faster branding creation. This is particularly helpful for developing marketing campaigns that are centered on current and predicted trends, in order to capitalize on the trends’ virality before they age out.

**Takeaway**: AI generators enable businesses to develop new branding materials and marketing campaigns quicker by producing concepts and ideas to work from.

### 5.	More Widespread Accessibility To Branding Tools

Perhaps the greatest impact that AI will have on branding is how it makes marketing and building a brand identity and brand awareness more accessible. Startups and small businesses with either a low or zero budget for digital marketing will find it much easier - and cheaper - to build their brand when they have AI tools to help them.

**Takeaway**: AI has its most positive effect on entrepreneurs, startups, and small businesses by enabling them to develop branding materials on a low budget.

### 4 Ways To Keep Up With AI In Your Future Branding

Without a doubt, AI will have many effects on the future of branding. But while those effects rapidly unfold, how can we, as business owners as well as marketers, prepare to keep up? 

Here are 4 tips to follow to maximize your ability to adapt and thrive in a world of AI-driven branding.

_1.	Use AI To Optimize, Not Replace, Branding Strategies
_
Don’t start throwing out all your tried-and-true branding strategies just because there’s a revolutionary new technology being implemented in your field. Remember that we don’t know for sure to what extent AI will impact digital marketing. 

Until we do, I recommend using AI generators to optimize - not replace - your current branding methods. Use it to ideate, develop concepts, generate SEO keywords, etc., but don’t let the results be the final product.

_2.	Be Prepared To Heavily Edit
_
Your editing skills will need to be sharper than ever when you’re using an AI generator. 

For text-based content, you’ll need to watch out for grammatical errors, robotic tone, repetitive words, and outright plagiarism. For images and artwork that is AI-generated, you’ll need to look for flaws (both obvious and subtle) such as unnatural variations in shapes, colors, and patterns, and of course - I’ll say it again - plagiarism.

_3.	Keep Putting Stakeholders First
_
At the end of the day, your stakeholders are still the heart of your business. While AI can be used to inspire and conceptualize, it shouldn’t replace your human employees, nor should it completely remove real human interaction with your customers from the equation.

By always putting your stakeholders first, you’ll be able to use AI without losing sight of what makes your business great in the first place: the people involved in it. 

_4.	Prioritize Human-Based Branding Strategies
_
While you use AI to streamline the creation of branding materials, you can start directing the time, money, and energy you’re saving in that area toward branding strategies that are more human-based. For example, you can start dedicating those freed up resources to community outreach, paper advertising, or brand architecture. In this way, AI can help your business grow and scale.

### Conclusion

The future of AI generators and how they will impact branding is not entirely certain. But what is certain is that changes are coming. The question now is, how will you integrate AI into digital marketing for your business? I hope the tips I shared above will help you find your way forward.

Related Read: [Slaying Giants with Great Branding: How to Outmaneuver the Goliaths in Your Industry](https://www.aniketwarty.com/blogs/slaying-giants-with-great-branding-how-to-outmaneuver-the-goliaths-in-your-industry)

How Will AI Impact Branding In The Future?

Case studies on branding, understanding the importance of branding through examples and more.

Brand Strategy

I’ve been a big doer of in-your-face, right from the start. Since I built my first company when I was 16, and it has continued ever since. My sales teams are geared to respond adequately in these matters; sometimes, seemingly to the point of arrogance. Some of them use punch lines to the hilt. My ONLY requirement is this: talk about our products and our services as exactly as they are! We should give information that will help the client and the process, the handshake should be more than a single-night-stand; a courting that lasts several dates.

Most of the emails/communications from my companies begin with a punch line, the headline…check THIS one out, for instance (at times, in the subject of the communique):

**WAS THE CAKE TOO SOUR?** (for a client in the process of moving over to our software from a popular network)

**ENTERED THE WRONG DOOR?** (for a client tired of another software company named after the first word of the punch line question)

My BD VP told me: This message goes straight for the jugular vein. Let it!

Yes, it pulls no punches. It’s hard hitting and very bold. It lets everyone know that we want to take their customers; they made a shit mess of it all in the first place. Overpromising, underdelivering, cruising along – desperate survival in an industry that is losing a gold standard because of too many agents out to re-sell poor quality products. And more. We will set it right.

Look, if people are giving us their business responding to our aggressive marketing, they are essentially speaking with their wallet that they want what we have (and that they trust us). Especially when we have what few can offer.

Too many business owners are worried about what people think of them than selling a good product and services. I can’t tell you the zillions of times I’ve heard someone say, “We want to keep our good reputation. What you’re telling us to do sounds weird.” We’re NOT doing Something Dishonest or Unethical. Not at all…we should test **more aggressive marketing tactics** and if they work, we go with them. If they don’t work, we then drop them. But, we won’t let our ego stand in our way of success. We’ll stretch our comfort zone. And, our imagination.

But, here’s the deal: we will have CLIENTS in order to build our PRODUCTS! NOT the other way round! This implies that the CLIENT will come first before the product, ONLY such a client would like and respect our products and services. Those that understand this and appreciate this will seek us out.

In Your FACE!

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