Digital marketing can be overwhelming: Here are the two essential steps to get it under control:

1. Develop, monitor and defend brand identity

When you first enter a room, and no one knows you, you wield a certain power – The power to be anything, the power to recreate yourself. However only some of that power is truly yours, the rest is a result of circumstance and the other people in that room.

The first step is finding a brand name that will be easy to market. This business name generator will be a great help!

This is why most marketers believe that the “brand” isn’t created by the company, but their customers. But you can control certain factors that help your social media audience form that “brand perception”. The content you put out is the primary cause, and every social media manager’s most valiant struggle.

The solution:

1. Identify the intersection of your buyer personas and your social media audience (on each platform) using surveys and secondary research.
2. Note down their topics of interest that correlate with your business niche
3. Create and curate useful content that matches those topics of interest
4. Use a social media monitoring tool to catch and respond to mentions of your brand

You could set up notifications on a social monitoring tool like Brand24 on which each mention of your brand is associated with a “sentiment” and reported to you real time. This is great for averting potential boil-ups and making good on valuable opportunities to gain invaluable social capital (favor with your audience).

2. Fight the noise/value ratio battle on multiple platforms

Your established clients may encourage you to be present and active on all social media platforms. The classic ones, and the upcoming ones all the same. They’re afraid of missing out on action and falling behind in the development curve.

Not being on some social platforms isn’t necessarily a hindrance. In fact, you can allocate resources to social media platforms that matter more if you aren’t squandering them on social media platforms that don’t matter. There’s just so much content out there, that there is no point pushing on platforms that aren’t worth the effort.

The solution:

1. Survey social media audiences and pinpoint where most of your brand’s potential buyers are present (You could do this by creating accounts and actually testing the platform or by accessing third party research of demographics)
2. Allocate most resources (time, monetary and human) on the social media platform that promises the most returns and accordingly focus resources on the rest

Ensure your company’s unified communication readiness to avoid organization silos and build a productive digital marketing strategy.

I hope your digital marketing strategy will become much more productive and effective after this article. Good luck!

Image source: Pixabay

Whether you realize it or not, your brand has a tone of voice. You may have a hard time identifying it, but you can bet your customers are aware of it. 

The good news is that you can control and shape this tone – but you better act sooner rather than later.

The Value of Your Voice

The term “tone of voice” typically conjures up thoughts about spoken words and how we speak in certain situations. However, in the case of marketing and branding, it refers to written words – or the words a brand uses on websites, emails, advertisements, social media, and packaging.

“A tone of voice both embodies and expresses the brand’s personality and set of values,” writes Harriet Cummings, freelance writer and content marketer. “It’s about the people that make up the brand – the things that drive them, their loves and hates, and what they want to share with the world.”

Your brand’s tone of voice doesn’t just refer to the words you select, though. It’s also defined by the order, pace, and rhythm of the words. All of these factors come together to create something that’s bigger than the words themselves.

Three Tips for Shaping Your Voice

As a brand, how often do you consider your tone of voice? Don’t be ashamed if the answer is “never.” 

Many marketers and modern business professionals have been taught to focus too much on the mode of communication and not enough on the words used. If this is true in your situation, it’s time to reevaluate. Here are a few things you need to know about shaping your brand’s tone of voice:

1. Understand Your Audience

“It may seem simple, but it is more important than ever to understand who your audience is and what they expect,” says Lisa Giosi, social media manager for Active Web Group. “Gone are the days when one message fit all consumers. Today’s sophisticated audiences expect there to be a conversation, as opposed to just one-way communication.”

Do you know who your audience is? Your audience will shape your voice to a large degree. The good news is that you can learn a lot about how your customers speak and interact by studying what they do and like on social media.

Set up a customer appreciation week to get to know your customers better, or organize a local meetup. Implement email marketing to collect customers’ feedback, use surveys and feedback forms, etc.

2. Hone in on Your Values

Your audience plays a large role in shaping your voice, but there are also plenty of internal factors that determine the tone you select. Think about your brand’s core values, goals, inspirations, and other important factors. 

How do you want them to come across in your messaging? In most cases, these elements will coincide with your audience’s preferences, but there can be subtle differences.

3. Study Relevant Examples

One of the best things you can do is study other successful brands and evaluate their tones. You don’t want to mimic what they’re doing, but it can be incredibly helpful to see what they’re doing and watch the consistency they achieve across the board.

This resource over at Marketing Land has 20 different examples of effective social media voices. Check out a few of them and see if there are some lessons you can apply to your own brand’s tone of voice.

Do Your Brand Justice

Your brand’s voice says a lot about the values your company stands for and believes in. In order to connect with customers and create meaningful online experiences, you must master the art of crafting and using a compelling voice that does your brand justice. 

Using the tips in this article, and your own intuition about your brand and its target audience, begin shaping your voice for the future. Your ability to create effective content depends on it.

With more than one third of professionals worldwide members of LinkedIn, opportunities have never been greater for finding future employers, generating business leads, making deals and generating revenue.

In fact, according to the Content Marketing Institute’s 2014 Benchmark report, LinkedIn has witnessed the biggest jump in B2C platform usage: from 51 percent last year to 71 percent this year.

LinkedIn has chimed in with its statistics and research stating that with over 300 million potential brand advocates, LinkedIn’s “ Pro-sumers” – Professional Consumers – are the most sought after audiences for brands. They carry more purchasing power than members active on other platforms, are 152% more likely to be active in online conversations and 80% more willing to pay more from a brand they trust.

Along with those numbers comes some fierce competition. Your professional experience needs to match your and groomed appearance and the quality of the content you are sharing needs to be on-target to grab the right eyes and generate leads.

So are you “doing it” all right?

LinkedIn offers various best practices from how to find a new employer to how to author winning content.  But when I took a look none of the below tips said “wow” to me. They screamed “business, and boring, as usual”:

Best practices found on LinkedIn:

Profile

• upload a professional image
• ensure your profile is complete
• share content your audience is looking for
• update your skills
• get endorsements
• use your business email address (and let people contact you!)

Job-Seekers

• build a profile
• ask for recommendations
• inform your network you are looking for a job
• purchase Premium

Content

• keep an authentic voice
• showcase your expertise
• include concrete advice you’d like to give someone new to the field.
• talk about what your industry will look like in 10 years
• address industry issues or problems, offer your thoughts

How to get ahead on LinkedIn

I don’t personally use LinkedIn for lead generation or heavy networking, but one thing I will be doing soon though is leveraging LinkedIn’s latest innovation — Linkedin Publishing

Will I be alone? I doubt it. Will all of the other LinkedIn member also begin publishing their own content and clutter opportunities? Will publishing long-form posts (in the short-form world) help highlight my professional achievements, expertise and know-how? So far the quality of content I read is outstanding. My bet is that this feature is a game-changer for members.

LinkedIn members, social marketers and influencers alike have begun publishing.

Alone the visibility of posts in terms of views and shares speak volumes and can’t be discounted as a player in building, or increasing, trust and opening doors to new opportunities. A new era of social influence has begun.

Image by David Bruyland from Pixabay

Our lives are increasingly impacted by fast-moving technology: In fact it’s moving so fast that it is starting to feel like a sci-fi movie: Smart assistants doing searching and buying on the consumer’s behalf, intelligent customer support bots driving the consumers’ shopping decisions, smart applications predicting your competitive edge in the next few years…

The Internet of Things (IoT) growth is astounding: 20.4 billion IoT devices are expected to be purchased and used by 2020, according to analyst firm Gartner (source).

There’s no denying the fact that the new technology is changing the private information perception. Consumers tend to be willing to compromise on privacy for the sake of convenience.

Is your site prepared for increasing security and privacy concerns?

Here’s why you need to make security your #1 marketing priority:

Every 10 Seconds Someone Becomes a Victim of Identity Theft or Fraud

This number comes from Aura, an innovative digital threat protection platform that unites privacy, identity, and security products enabling customers to manage disparate cybersecurity needs.

Take a moment for this to sink in.

Count to 10: This is how much it takes for a new person to suffer identity fraud.

Still not convinced?

Let’s proceed.

Safety Drives Customers’ Purchasing Decisions

Are you a brand targeting millennial mothers? If so, IAB’ and BabyCenter’s “2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms” may be of interest to you. The study takes a look at the technology and media habits of moms in the U.S., U.K., Brazil, China, and Canada.

Millennial mothers are savvy consumers. Their purchasing decisions are influenced by safety (77%), convenience (65%), value (64%), online product reviews (60%), and recommendations from other parents (51%). They also value products that simplify their lives, especially in Brazil (75%) and Canada (59%). A quarter of moms do half of their shopping online.

Mobile devices are also a big part of their lives. When visiting physical stores, 81% of U.S.-based moms, 79% of Chinese moms, and 73% of Canadian moms will use their smartphones to compare prices, find deals, download coupons, and check reviews, among other things.

The average cost of a data breach is $3.86 million as of 2020

IBM reported this number last year revealing a huge increase in hacked and breached data from sources that are increasingly common in the workplace, like mobile and IoT devices.

Cybersecurity concerns have pushed thousands of businesses to adapt to the new normal. Don’t let your business fall behind!

Image source: Pixabay

Starting a new business is both exciting and daunting at the same time. Any budding entrepreneur will likely be full of energy at the beginning and at the same time, scared of any possible pitfalls.

It is an emotional time and the wave of energy and determination must be directed towards productivity.

The first 100 days of your new business, commencing on the day you commit yourself to turn that wonderful idea of yours to a reality, need to be spent wisely on tasks that would eventually be your basis of reference for the next months and years to come.

It is therefore necessary and vital that you do the steps correctly and timely to give yourself a head start and get the ball and momentum rolling.

Here are some guidelines on what to do once you have commitment to bring that bright idea of yours into a money making venture.

Create a Business Plan

You may think yourself as a genius but it is still important to write the things down associated with your business idea and formulate a plan . Tackle the basics first, figure out your core business, your competitive advantage, narrow your target market, sort out a general marketing plan, work on the finances.

Seek a second opinion from a trusted friend or a business mentor once you’ve made a plan and be open to their insights. In the course of writing down your thoughts, you’ll discover the philosophy you want to adopt when doing your business. Perhaps you can write that down into a mission vision statement.

A good plan may just be the key to your success so check and review your plan very well, take your time. It is better not to rush this part as the opposite may cause you trouble in the long run. Use this time to think about the organizational chart as well.

And once your business has started, it is wise to refer to the original plan once in a while to assure you are on the right track. And should you need to revise some items due to different market conditions and other factors.

Select a Good Company Name

At this modern times, not only should you make your business name unique and catchy. You also need to consider a matching domain name and whether it is still available.

Likewise, the email addresses to use which normally bears the business name too. All these online labeling should not be too long or complicated.

And since most businesses nowadays need an online presence in order to thrive, you need to submit your name to Google to index your website. Then there are business cards, brochures and invoices which may require a logo.

That is why the right company name must me chosen as a lot relies on it. You can refer to your business plan for inspiration.

Register Your Business

To formally mark the first step of probably the most important project in your life, register your business at to the proper government department.

Gather all the requirements to guarantee that your work is legit and is open for business. Once registered, you are able to casually market your business to friends and family.

And hopefully they will spread the word that will reach potential customers who may just give you a call soon and just in time when you are all settled down and ready.

If you are into local business, make sure to verify your business with Google Local, Bing Local as well as most important local directories like Yelp and DirJournal. This will ensure your business will be visible to your customers on maps as well as drive traffic to your site.

You don’t have to go local, of course. Thanks to the Internet and Cloud PBX, any business can go global.

Determine the Type of Business

With a business plan at hand, you can determine what type of business will work best. You can opt for a sole trading or a partnership depending on the situation you are in. Picking the right structure will impact the way you do business.

So read up on the difference, advantages and disadvantages of each. Know what are the legal repercussions and what extra work or insurance you may need to take as a result of your choice.

When in doubt, consult a business adviser or ask a local government department for further information. You cannot afford to miss out any important details.

Set up the Foundation

What’s your initial investment is going to be?

Common startup costs include:

• Incorporation fees: Under $300
• Marketing: 0% to 10% of total budget
• Website: About $40 per month
• Insurance: An average of $1,200 per year
• Taxes: Variable, but 21% corporate tax rate

You may be able to save here and there. For example, you can save money by hiring a digital marketing company that’s located outside of the United States.

Keep the Faith

Have faith in the process and do not give up should you encounter any pitfalls. Learn from your mistakes and do it all over again.

Customers will not be lining up right away unless you are giving out scrumptious hotcakes. It will take time and a lot of effort on your part to finally make your mark on your niche and for people to take notice of you.

Keep a positive outlook and always observe quality of your service to keep the customers satisfied and coming back for more.