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Entrepreneurs are like snowflakes—each one of us is unique. But the one trait nearly all of us share—we don’t have enough time in our days to get it all done. It’s not that we’re managing our time wrong (though that may be a contributing factor). Small business owners just have so much to do.

It’s not like there aren’t any consequences when we run out of time. While you spend time working on some more mundane tasks, something important could fall through the cracks, costing you a lucrative opportunity.

Given there will never be more than 24 hours in a day, here are some tips for maximizing productivity, so you can focus on growing your small business:

Use a Calendar

Sounds simple, right? But too many business owners just don’t bother. If you’d rather use a physical calendar, that’s fine. It’s important to use the type of calendar you’re most comfortable with, so you’ll actually use it.

That said, keeping multiple calendars in different places increases the chances something won’t get entered, and you’ll miss calls, appointments, or meetings.

A smart choice is using a cloud-based calendar. This enables you to create one central calendar, so you can access your information wherever you are on any of your devices.

Part of the calendaring process is scheduling. Each of us has our own natural rhythms; some of us are morning people; others are night owls. You know yourself; try to book critical business tasks when you’re “up” and most alert.

It’s also essential to prioritize your to-dos. Keep your to-do list short—you’ll only be discouraged by how much you didn’t accomplish if you have a list of 21 things you need to do. Identify the most important tasks and work on those first. Chances are, these are revenue-generating activities that can’t be ignored. Realize when you focus on your top priorities, smaller, more mundane day-to-day responsibilities might get overlooked.

Look at those tasks you don’t have time for and decide how or who can tackle them. You have three primary options: delegate, automate, or outsource.

Delegate

Many small business owners are reluctant to delegate to employees because it’s hard to let go of your “baby,” and you likely think no one can do the job as well as you can. Of course, that’s nonsense. If you give your employees responsibilities that stretch their skills, both of you will benefit.

If the thought of delegating still makes you nervous, start with low-value tasks.

Automate

Use tech tools to simplify and automate whatever job duties you possibly can. Check out relevant apps and cloud-based solutions to automate repetitive tasks and activities. CRM solutions, for example, allow you to store details about prospects, vendors, and customers so you or your employees can quickly reach them.

Create templated responses to common questions so you can cut and paste them in a letter, memo, or email response.

If you work globally, use email autoresponders to let people in different time zones know what time zone you’re in and approximately when you will get back to them. Say something like, “Thank you for your email. We’re in the XX time zone and will try to get back to you in the next 48 hours.”

There is no shortage of solutions that can be automated, including accounting, email, project management, booking appointments, database management, payment processing, and more.

Tasks that are labor-intensive and time-sensitive, like managing your accounts payable and receivables, are ideal candidates for automation. Check out a solution like Bill.com. They’ve automated the billing and payment processes.

Outsource

When you find companies that automate tasks, consider outsourcing those jobs to them. Not only does that save you time that can be allocated to activities that generate revenue, but in many cases, their systems add a layer of security your business does not have.

Bill.com can create invoices and bill your clients (eliminating the chance of human error) and pay your bills as well. Think of the time you and your staff will save by outsourcing your payables and receivables. And since the system is cloud-based, you can access your information anywhere you have an internet connection.

A key component of successful outsourcing is making sure the automated tools you choose work together seamlessly. For instance, Bill.com integrates with accounting solutions like QuickBooks, Oracle NetSuite, Xero, Sage Intaact, and other financial apps like Expensify and Tallie.

The paradox of an entrepreneur’s life is, the more your business grows, the more tasks and responsibilities you will likely need to delegate, automate, and outsource. So, you want to find simple, efficient, cloud-based solutions that free up your time so you can focus on the jobs that make you money.

Bill.com does all that. Give it a try, risk-free today!

Image: Depositphotos.com

This article, “3 Smart Ways Entrepreneurs Can Save Time” was first published on Small Business Trends

Do you know anyone that likes to shop online?

Never underestimate the corporate world’s ability to take something that should be intuitive, and make it weird by overthinking it.

Case in point: We used to say, “B2B doesn’t have to be boring.” Which indicates that for a long time, folks truly believed that B2B did have to be boring — that B2B buyers were a unique species of creature that operated without emotion and wanted the driest content possible.

Now we’re talking about how we need to “humanize” B2B content.  And doesn’t that sound like some kind of filter you run your content through after you make it? I picture something that looks like a fax machine, where you load the content in the top, and push a big red button marked “HUMANIZE.”

“We’re ready to ship that blog post, Johnson — wait! Don’t forget to humanize it!”

Now, I get that B2B brands are dealing with millions of dollars worth of business. It makes sense to be mindful about how you represent the brand. But there’s a difference between caution, and so much second-guessing that you end up having to relearn how to talk like people.

We can’t make content first, and then “humanize” it as an afterthought. Content should be about humans, by humans, and for humans, from the early planning stages to publication and beyond.

Here are a few ways you can make your content more relatable.

5 (More) Ways to Humanize Your Content

Nearly all of the marketers I know are actual humans (I’m still convinced Brian Solis is a highly advanced android from the future, but that’s beside the point). We’re all capable of making content for and by humans — we just need to unlearn some misconceptions and give ourselves permission to do it. These tips can help you start.

1 — Talk Like a Person

Corporate jargon is a language all its own, with its own vocabulary, cliches, and even sentence structure. It can sound stiff, dry and deeply unnatural to your audience.

For example, we might say: “Going forward, our software solution can be used by busy sales professionals to activate their data and achieve more meaningful results.”

When what we mean is: “You can find more potential prospects in your data with our solution.”

There are a few elements that set corporate-speak apart from actual human language:

• • Passive voice. For example, “This article was written by me” is passive. “I wrote this article” is active. Active voice is more powerful, more emotionally compelling, and far more natural.

• Lack of “I” and “you.” I blame high school English class for this one. Every piece of marketing content should have an actual author who is present in the text. The word “I” is not your enemy. On the flipside, it’s okay to say “you” when you’re talking to your audience. Engage them directly!
  
  Even better, if you and your audience are part of the same group, use the most powerful word of all: WE. We need to address this problem. We all feel a certain way sometimes. I can’t overstate how powerful a sincere we can be.

• Fussy vocabulary. Don’t utilize a less common word when you can use a simple one instead.

• Jargon. If you’re talking about how your solution delivers customer-centric data-driven insights… well, that’s how the marketing team would talk about it, sure. But what does it mean to your audience? Use terms that match how your audience talks and thinks — and don’t just guess. Part of keyword research is learning your audience’s preferred terminology.

2 — Feature Your People

The first section is all about the minor adjustments that make your content sound more human. For the rest of the post, we’re going to talk about how to make sure it actually is more human. 

To start with, I said above that every piece of content should have an actual author who is present in the text. That means using first-person pronouns regardless of what Ms. Funke in 9th-grade English would say. But it also means having a point of view, an individual outlook on the world as opposed to a corporate one.

One of the best ways to do this is to co-write the content with people in your company. Writing about your brand’s customer service? Interview a customer service agent. Want to explain how your solution works? Feature one of your R&D folks or engineers.

As the marketer, of course, you’ll help shape and polish the content. But you’ll be ensuring each piece has a unique point of view, and that it doesn’t all sound like marketers trying to sound like other folks.

3 — Make Your Customers the Stars

Another easy way to make your content more human is to feature your customers. It makes sense: Your target audience is people who would benefit from your solution, which means they’re folks who are a lot like your existing customers. 

This goes beyond just featuring customer success stories or case studies. Those are a staple of content marketing, of course, but they’re not the only way to get customer voices into your content.

Look for ways to bring your customers’ expertise to a wider audience. What do they know about their business that could help others in a similar situation? What can they say about current trends or upcoming developments? 

Putting customers front and center not only helps humanize your content and bring more value to your audience, it also helps deepen your relationships with the customers themselves.

4 — Co-Create with Influential People

In the B2C space, influencer marketing is more like micro-level celebrity endorsement — it’s all about giving people money to feature your product. B2B influencer marketing is more about co-creation — working with experts to make content that is valuable to your audience. It’s not, “Bob Johnson says to try our solution.” It’s “Here’s what Bob Johnson says about the future of your industry, and we’re happy to bring you his insights.”

When you involve influencers in your content, you’re adding additional human voices to your content. Let the influential people in your industry add their credibility, expertise, and most importantly, personality to your content. It’ll make your content smarter, more personable, and more likely to connect with people.

[bctt tweet=”“Let the influential people in your industry add their credibility, expertise, and most importantly, personality to your content. It’ll make your content smarter, more personable, and more likely to connect with people.” @NiteWrites” username=”toprank”]

5 — Find the Stories

As the survivor of many college creative writing classes, there are three words tattooed on my heart: Show, Don’t Tell. Look for the stories that illustrate what you want your reader to know. 

We understand this instinctively in conversation. Humans are hardwired for narrative. You wouldn’t say to a friend, “Our new dishwasher is 37% quieter than our old model! It registers at just 15 decibels, more quiet than a whisper!” 

Instead, you might say, “So last night, I started the dishwasher, but I forgot the baby was sleeping! I was so scared she would wake up — it took so long to get her down last night. And you know that old dishwasher sounded like a freight train when it hit the rinse cycle! But the new one is so quiet she didn’t even stir! She was in such a better mood today after a good night’s sleep.”

Whenever you find your content getting sales-y, try to refocus on the story. Look for the emotions, the moments of drama that relate to what you’re trying to say. And no fair saying there are no emotional stories to tell about your brand’s solution. If human beings are buying and using your product or service, they are experiencing emotions and generating stories. 

[bctt tweet=”“If human beings are buying and using your product or service, they are experiencing emotions and generating stories.” — Joshua Nite @NiteWrites” username=”toprank”]

Humanize for Human Eyes

Every B2B marketer is also in someone else’s target audience. We have all experienced an emotional connection with content, even with marketing content (mine will always be the Like a Girl campaign). So it should be intuitive to make the kind of content that we respond to — “humanization” shouldn’t be an afterthought.

This doesn’t mean, of course, that your case study about your SaaS should make someone break down in cathartic tears. But it should mean that the case study tells a compelling story that it engages the reader’s attention and rewards it, and sounds like it was written by a person rather than a committee.

Need help utilizing data-driven customer-centric content (just kidding)? Check out our content marketing page and hear what our customers have to say.

 

The post 5 Ways to Humanize Your B2B Content Marketing – And Why It Matters appeared first on B2B Marketing Blog – TopRank®.

How easy is it to market online?

The Small Business Administration (SBA) has announced it has reopened the Economic Injury Disaster Loan (EIDL) and EIDL Advance program portal to eligible businesses affected by the COVID-19 pandemic. Businesses can receive long-term, low-interest loans and emergency grants. This will help them recover from the disruptions that took place in their businesses. They can use the loan for paying rent, mortgage, vehicle leases, payroll, and other bills.

The second round of COVID-19 EIDL assistance also comes with improvements to the application and loan closing process. This includes deploying new technology and automated tools. The application process has been streamlined and the SBA says it should take you two hours and ten minutes or less to complete. Some $197 billion is available through the EIDL for working capital funds to small businesses.

EIDL Loans and Advance Programs Open to More Businesses

• With the EIDL businesses can borrow up to $2 million to provide working capital for expenses such as fixed debt and payroll costs. Eligible applicants can also get up to $10,000 ($1,000 per employee) in funds of emergency economic relief to businesses that are currently experiencing temporary hardships.
• The loans have an interest rate of 3.75% for small businesses. And to keep payments affordable they come with long repayment terms of up to a maximum of 30 years. This includes the deferment of the first payment for one year.
• With EIDL businesses can borrow up to $200,000 without a personal guarantee.
• First-year tax returns are not required, and approval can be based on credit score.
• Loans of $25,000 or less require no collateral. For loans above $25,000, you can use general security interest in business assets. Collateral can be machinery and equipment, furniture and fixtures, and others.

More Covid-19 Relief in the Future?

Since the declaration of the COVID-19 Pandemic, the SBA has approved over 3.6 million loans through the EIDL program in the first round.  The deadline for the second round of EIDL runs till December 31, 2021. A further COVID-19 relief assistance amounting to $1.9 trillion is undergoing debate in Washington. This follows Congress’ previous passing of a $900 billion relief measure.

Image: Depositphotos.com

This article, “EIDL Loan and Advance Programs Reopen to All Eligible Small Businesses” was first published on Small Business Trends

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Influencer marketing is making an impact on businesses around the world. And since Asia is one of the fastest evolving markets, it makes sense that companies in this area would lead the way. Kobe is one platform that’s working on this in the Asian Market. In addition to utilizing an emerging marketing tactic, the company uses new tech to set it apart.

Learn more about the company and what sets it apart in this week’s Small Business Spotlight.

What the Business Does

Facilitates influencer marketing campaigns.

Founder Evangeline Leong told Small Business Trends, “We manage end-to-end influencer marketing campaigns and utilise a self-developed, patented Artificial Intelligence-driven platform to pair advertisers with the optimal influencers for their brand.”

Business Niche

Integrating AI into the platform.

Leong says, “Our system maps campaign objectives to a wide array of factors using image recognition and natural language recognition. It then intelligently auto-generates influencer suggestions, along with recommended fees, that clients can then review and select. It is also able to provide strong, quantitative metrics in order to reflect returns on investment for businesses.”

How the Business Got Started

After a conversation with a vendor.

Leong explains, “The name Kobe means ‘word-of-mouth’ in mandarin and was inspired by a humble noodle food stall in Singapore. When I saw the fierce competition and rising costs of operation, I asked the stall owner what his secret recipe to success was. His answer was simple: ‘My word-of-mouth recommendation is good.’ This piqued my interest and got me thinking about how I could scale word-of-mouth marketing for businesses out there in the world.”

Biggest Win

Winning an award.

Leong says, “We very recently won the Gold and Local Hero awards for the Influencer Agency of the Year category in the Marketing Magazine’s Agency of the Year Awards 2020. The awards are a major event that draw in submissions from some of the largest ad/marketing firms in the world.”

Biggest Risk

Starting with no investors.

Leong adds, “Influencer marketing was a very, very new and niche concept at the time. And nobody believed that it would be a viable business model for a marketing agency. I mortgaged my house and sold my car to come up with the venture capital for the business.”

Lesson Learned

Be careful who you work with.

In the company’s first year in business, Leong says they made some poor judgements regarding their team. As a result, they ended up losing a database and access to the AI system they had been developing. However, it worked out in the end.

Leong adds, “At one point, it seemed as though we would have to go to court over the issue. Thankfully, we didn’t.”

How They’d Spend an Extra $100,000

Supporting the team.

Leong says, “I would invest that into people – helping our current employees to grow and rewarding them appropriately for their work.”

Team Motto

Fail fast, learn fast.

Leong explains, “Everyone is encouraged to raise suggestions and try out new things. We avoid hierarchy, so everyone takes charge – and ownership – of their own tasks in the company.”

Favorite Quote

“It’s the questions we can’t answer that teach us the most. They teach us how to think. If you give a man an answer, all he gains is a little fact. But give him a question and he’ll look for his own answers.” – Patrick Rothfuss.

* * * * *

Image: Kobe, Evangeline Leong and Cha Lin

This article, “Spotlight: Kobe Puts a New Spin on Influencer Marketing with AI Platform” was first published on Small Business Trends

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My favorite part of playing a sports video game is the “Create a Player” function. It gives me the opportunity to set realism aside and dream up the most legendary, dominant athletic specimen imaginable. On the basketball court, no real-life point guard would be able to match up against “Dimes McGee,” my customized 7-foot-10 wunderkind with 99 ratings for shooting, passing, ball-handling, speed, and defense. Talk about optimization!

What if you could “create a player” in B2B content marketing? Which attributes would you want to max out in order to fabricate the most successful practitioner possible? It’s a fun and interesting question to contemplate, in large part because the answers now are different than even a few years ago.

Which traits and characteristics define the most effective B2B content marketers in 2021?

Optimized: 5 Traits of the Best B2B Content Marketers

Certain requisite skills, such as being creative and a good communicator, are so obvious as to go without stating. But a new set of traits are emerging that differentiate the best B2B content marketers in this reshaped business environment.

If you’re looking to hire a content marketer (or agency), or you’re looking to grow your own skills, these are the traits worth emphasizing.

Curious

The game is changing. New innovations are disrupting the profession and many fundamentals are in flux. In charting the top B2B marketing trends for 2021, TopRank Marketing CEO Lee Odden envisions a massive shift toward digital-first tactics and practices, citing AI and chatbots as technologies that will help lead the way as organizations zero in on digital customer engagement.

Adapting to this revolution requires a curious and open mind. Those who are rigidly set in their ways, or committed to conventional thinking, will be in trouble. We must be willing — eager, even — to challenge our own assumptions about our audiences’ needs, and how best to meet them.

A great B2B content marketer is not someone who insists they know everything. Instead, it’s someone who readily admits what they don’t know, questions what they think they do know, and shows a fervent curiosity to learn more.

[bctt tweet=”“A great B2B content marketer is not someone who insists they know everything, but someone who readily admits what they don’t.” @NickNelsonMN #B2B #ContentMarketing ” username=”toprank”]

Analytical

This can be a sticking point. Given that content marketers tend to be writers by trade, many of us (myself included) are averse to math. So the idea of crunching numbers and calculating metrics can feel a bit daunting. The good news is that marketing analytics tools can handle most of the math for us; it is incumbent upon B2B content marketers to take these insights and draw meaningful, actionable conclusions from them.

Put another way, being analytical means being scientific in our curiosity. Intuition and instincts are important, but they should never overshadow solid evidence in our thinking. The widespread availability of data today brings a world of opportunities to verify, validate, or revise any theory we might have.

For practical guidance on the subject, I encourage you to check out Annie Leuman’s post on how data insights can lead your B2B content marketing strategy, from benchmarking and goals to audience and personas to content mapping and more.

Bold

A critical caveat: being analytical doesn’t mean content marketers should get bogged down in a chronic state of decision paralysis. While remaining flexible, and vigilantly mindful of analytics, we should be ready to pursue our convictions decisively and take the lead.

The newly released Edelman Trust Barometer 2021 lays out a mandate for businesses and CEOs: “Act first, talk later.” With businesses currently being rated as more trustworthy than NGOs, government, or media, content marketers have a unique opportunity to speak up and solidify the credibility of their brands. Those who boldly capitalize and deliver for their audiences will separate themselves this year.

[bctt tweet=”“Act first, talk later.” – @EdelmanPR on the path to boldly building trust in 2021. #B2B #ContentMarketing” username=”toprank”]

Empathetic

Another key directive from Edelman’s latest report: “have the courage to provide straight talk, but also empathize and address people’s fears.” This is not necessarily an easy balance to strike.

In a recent survey by Singular, CMOs identified empathy as the biggest supertrend in marketing this year after digital transformation. Nothing else came remotely close.

Content marketers are the primary conduits between a business and its potential customers. They help internal stakeholders understand the audience’s needs and values, and they shape external perceptions of how the brand is serving those needs and values. Empathy is instrumental in ensuring these two sides align.

To an extent, empathy comes naturally, but it can be honed and strengthened through a curious and analytical mentality.

“Experienced marketers are being more strategic about ways to invest in customer experiences to showcase customer satisfaction and retention in addition to complementing customer acquisition strategies,” wrote Brian Solis in a post from Forbes last year that remains highly relevant today. “By measuring the customer’s real-time and aggregated experience, marketers can learn exactly how and where to improve them, in times with-COVID and post-COVID markets.”

Patient

It was almost exactly one year ago that I laid out this top priority for B2B marketers in 2020: slow your roll. From customer experiences to strategy-setting to social media management and SEO tactics, I saw opportunities to take a beat and become more methodical.

As it turns out, we didn’t have much choice. The arrival of a global pandemic soon after forced the business world at large to slow down as budgets were reduced, employees were confined to their homes, and buying decisions were delayed. Distractions and disruptions ran rampant. LinkedIn’s State of Sales 2020 report found 44% of respondents saying their customers’ sales cycles had grown longer in the face of COVID-19.

Now, we just need to adjust. Patience will be a virtue for those B2B content marketers who thrive in the year to come: patience with coworkers, customers, business partners, and measuring results. Keeping a positive and productive mindset through a year of transition and uncertainty projects confidence and stability.

As the old saying goes: “Patience is not the ability to wait, but the ability to keep a good attitude while waiting.”

Bring Your Marketing ‘A Game’ in 2021

Through curiosity, analysis, boldness, empathy, and patience, B2B content marketers can be prepared for everything that comes their way in 2021. Let these traits shine and your output will do the same.

Ready for more advice on overcoming the challenges ahead? Learn which attributes will drive the most successful influencer marketing efforts this year by clicking over to Lee’s post for tips and examples.

The post 5 Standout Traits of the Best B2B Content Marketers appeared first on B2B Marketing Blog – TopRank®.

Are you ready to start your online business now?

Did you know that the ad spend on Facebook grew by almost 30% in 2020? According to the same report, the trend indicated that budgets were tightened but more budget was allocated to digital channels and social media.

Furthermore, the trend is set to continue in 2021.

Image via Socialbakers

If you are still not investing in social media marketing, it’s time to get on board with the trends. 

Still on the fence about the role of social media in growing your business? 

Here are the benefits that you can get from it:

1. Boost Brand Awareness

One of the biggest advantages of having an active social media presence is that you can increase your brand awareness. Social media gives you a platform to reach out to users who may not have even heard about your brand before.

What’s more, social media platforms enable you to send targeted ads. When you send relevant ads based on a user’s tastes and preferences, they are more likely to be interested in your content. 

Additionally, you can also target ads based on location, gender, age, and other criteria. All in all, you can boost your brand awareness among your target audience more easily. 

2. Increase Website Traffic and Leads

As more people get to learn about what you have to offer, you are likely to see a surge in website traffic. Since you are reaching out to a targeted audience, you are also likely to see more traffic coming from qualified leads. 

This, in turn, can give a boost to your lead generation efforts. Not just that, you’re also likely to see a boost in other metrics like average time spent on a website.

Pro Tip: To keep track of your leads coming from different platforms, use an advanced program specially designed for lead generation.

3. Improve Your Brand Recall

Don’t you want users to think of your brand first when they think about your niche? Of course, you do! A memorable social media marketing campaign can go a long way in creating a lasting impression in front of your target audience.

It’s okay if users don’t purchase your product right away. If users can recall your brand easily, you can move them down the sales funnel with a few more touchpoints.

Social media helps you boost your visibility and improve your ad recall. If you run a social media campaign for a long time, you can make sure that you are reaching out to more people and improving their ability to recognize your brand. 

For example, LA CREMERIA, a Malaysian ice-cream brand, leveraged Instagram to run influencer campaign campaigns with popular celebrities. As a result, they were able to get a 5.6 point lift in their ad recall in the age group of 35-to-40-year-olds. Their ad recall among women saw a 4.5-point lift as well.

4. Get More Brand Credibility

Social media enables you to work with influencers to promote your products on different channels. Not only can you boost your reach and get more engagement, but also boost your brand credibility. 

Not sure how?

Well, social media influencers work really hard to build a rapport with their followers. Because of their expertise, they also have a certain level of credibility in their field. In fact, their followers wait for their recommendations and advice. 

When they vouch for your products, their followers may tend to establish some trust in your brand. It’s almost like you are piggybacking on their reputation. 

 In addition to influencer content, other sponsored content can also help you establish your brand as a thought leader in the industry. In fact, roadmap software company, Aha!, were able to leverage LinkedIn to gain audience trust by creating meaningful content on the platform.

5. Get More Engagement

When you upload content on social media that resonates with your audience, they are likely to respond to it. You’ll get more likes, shares, and comments if it strikes a chord with them. This, in turn, can boost your overall engagement.

What’s more, you can also host contests, create polls, and publish live videos to keep your audience entertained. In a nutshell, social media enables you to create content that can engage them. 

Why does it matter?

Before you can turn a prospect into a customer, you need to keep them engaged. It’s a stepping stone in the right direction.

6. Get Detailed Customer Insights

One of the biggest advantages of advertising via social media is that you can get access to customer insights. All social media platforms collect user data. From user interests to demographics, these platforms record all kinds of behavioral data. 

When you run an ad campaign, you can also get insights into how people are engaging with your content. This data can help you figure out which content your audience resonates with the most. Based on that, you can create a more robust content and marketing strategy. You can also use specialized tools for social media management to get detailed insights.

What’s more, this data can help you learn how to get the most out of your ad spend. In the long run, it can help your business save money and get the most out of your budget through campaign optimization.

Once you have data on what works, you can leverage retargeting to follow up multiple times with users who may be interested in your brand. This, in turn, can help you boost your conversion rate.

Conclusion

Regardless of your industry or business size, social media can be a powerful tool to grow your business. It can help you get more visibility, reach out to a broader audience, and generate more qualified leads. 

Not only can it help you increase your sales and revenue, but it can also help you create more cost-effective campaigns. You can leverage social media to gain more credibility and improve your brand recall value.

By tracking your campaign results, you can optimize future social media campaigns for better results. All in all, it has multiple benefits, so you shouldn’t miss out. 

Are you ready to create a social media strategy to grow your business?

Do you have any questions about the role of social media in growing businesses? Please feel free to mention them in the comments section.

Image: Depositphotos.com

This article, “Why Your Business Should Have an Active Social Media Presence” was first published on Small Business Trends

Are you ready to start your online business now?

Countertop displays organize a collection of items for your customers to browse and make selections. Be they brochures magazines, jewelry, or any item of interest they help boost visibility and sales.

By placing them near checkout counters, they increase the chances of customers making additional purchases. They entice customers to make those last-minute purchases thus improving your bottom line. Countertop displays can also help increase brand awareness by highlighting the main features of the products that are being displayed. This can help reinforce your brand online and offline.

Countertop displays come in a wide range of form factors and materials, and only you can decide which one will best suit your business. If you are you searching for countertop displays here are a small number of styles and materials to give you an idea of what is available.

Best Countertop Displays

• Top Pick: MOOCA Showcase Rotating Acrylic Display
• Runner Up: MyGift 4-Tier Industrial Designed Display
• Best Value: Mind Reader SNACKCAR

 

MOOCA Showcase Rotating Acrylic Display

Top Pick: A key feature in a good countertop display is simplicity. The MOOCA rotating acrylic display is easy to use and it clearly shows your product. The display has four levels with removable shelves so you can place small and large items in it.

You can store and display jewelry, watches, glasses, collectibles and more. Overall, the unit is 13 1/2″W x 7 3/8″D x 17 3/8″H and it has key lock.

MOOCA Lockable Showcase Rotating Acrylic Display Stand with 4 Removable Shelves

Buy on Amazon

 

MyGift 4-Tier Industrial Designed Display

Runner Up: This 4-tier display takes a different approach to showcasing products. The weathered gray wood on a black metal base provides a great spot for jewelry, glasses, electronics, curios, collectibles, and other items. Each riser is at a different height to provide a different angle for each product.

Overall, it is 5.8 H × 8.7 W × 8.7 L inches and each platform is 2.36 H to 5.8 H × 4.3 W × 4.3 L inches weighing in at two pounds.

MyGift 4-Tier Industrial Designed Weathered Gray Wood and Metal Pedestal Jewelry Organizer Display Riser Stand

Buy on Amazon

 

Mind Reader SNACKCAR

Best Value: Mind Reader SNACKCAR is a two-tiered, 360⁰carousel snack display that allows users to browse through an assortment of snacks and then pick their favorite. Made with plastic this unit comes in at 14 x 14. 5 inches and offers 12 slots on top and large open bottom for convenience.

Weighing just three pounds this is a perfect countertop for small spaces and can allow users to stack almost anything. This includes disposable coffee and teacups, lids, utensils, chips, protein bars, single-serve coffee pods, and much more.

Mind Reader SNACKCAR Supreme Snack organizer, 14 x 14.5 Round, Black

Buy on Amazon

 

MyGift Decorative Clear Glass & Brass Countertop Display

This countertop display box provides a different approach to showcasing your products. The brass and glass construction has 6 separate cubes in which you can put your items. And the hinged top lid comes with a latch and a metal chain to keep the lid from swinging back too far.

The clear glass and brass metal design can complement a wide range of decors to showcase jewelry, antiques, collectibles and more. The approximate dimensions are 2.25 H x 9.0 W x 6.25 D inches and weighs 2.29 pounds.

MyGift Decorative Clear Glass & Brass Metal Frame 6 Compartment Jewelry Shadow Box/Countertop Display Case

Buy on Amazon

 

Masqudo Acrylic Display Stands

The Masqudo acrylic display stand is a simple yet effective riser countertop display shelf. You can use the 2 in 1 stand as a three or four-tier display to maximize your countertop space. This design allows you to place almost any small item you want your customers to quickly see and purchase in your store.

The display comes in at 12×9 inches and weighs at 3.9 pounds. And you don’t need any tools to put it together. Best of all, the company provides a zero-risk, 90 days, 100% satisfaction guarantee.

Masqudo Acrylic Display Stands 2 in 1 Usage Acrylic Riser Display Shelf for Amiibo Funko POP Figures Cupcakes Stand for Cabinet Countertops Table

Buy on Amazon

 

Countertop Spinner Rack Display Stand

This is a classic countertop spinner rack display with three tiers. This is yet another simple design that can hold a range of items. From jewelry to chips, masks, memory cards and so much more. It is easy to assemble, adjust the height, and doesn’t take too much space on your countertop.

It comes in at 2.5 pounds and you can adjust the height up to 20.8 inches. And the silver mirror finish allows it to fit almost any store decor.

Display Stand 2 Tier/3 Tier Countertop Spinner Rack Silver Metal for Malls, Showroom, Retail Store

Buy on Amazon

 

FixtureDisplays Wire Rack for Countertop

This is another no-nonsense wire rack countertop display that serves multiple uses. Whether you run a convenience store, restaurant, auto parts, or computer store, this display stand can accommodate virtually every industry to showcase products. You can use it to display everything from books to magazines, and newspapers to candy, chips, other snacks, and many other items your store sales.

At eight pounds and 23 x 23 x 13.3 inches, this metal stand is sturdy and you can remove the shelves to create more space for larger items.

FixtureDisplays Wire Rack for Countertop Use with 3 Open Shelves

Buy on Amazon

 

What to Look for in Countertop Displays

The purpose of countertop displays is to help capture the attention of customers and prospects. They are ideal for those grab-n-go Point of Purchase (POP) displays that sit on counters in check-out areas. And this will help you to tap into impulse shoppers or those consumers who can’t resist grabbing items while in line.

They are also equally important for customer service counters. With these displays, you can put up your brochures and marketing collateral for prospects to get more literature and information about your products and services. While shopping for displays look for the following:

• Easy to assemble and use: Your displays should not require complicated instructions. They should not give you headaches in terms of deciding on the right screwdrivers, hammers, drill bits, and so on. If you plan on using your displays in multiple locations, complicated assemblies can be difficult. They should also be easily cleaned and managed.
• Size: When you purchase your displays, you need to make sure you actually have sufficient space for them in your store or office.

• Should stand out: The purpose of countertops is to make sure that what you are showcasing capture the attention of prospects and customers. The color and design of your displays should be in keeping with your desired image while also standing out from competing products.
• Sturdy: It is important that your displays can hold your products without falling apart. This is because customers will be handling it a lot. They should be designed with that in mind.
• Return policy: Make sure to check that the supplier has a no-hassle return policy. If the display does not meet your needs ask whether they come with a return policy.

Benefits of Countertop Displays

• Boosts Brand: Custom display stands can help boost your brand in many ways. Countertop displays strategically placed in front of the customer or visitor help the brand stay on the minds of the customer. Because these displays are so versatile, you can easily reconfigure your graphics and marketing message, creating a specific display for each audience you are trying to reach. They are more visible and are an ideal marketing tool that work 24/7.
• Convenience: Your sales tactic should be grounded on providing convenience for your customers. You do not need to place additional obstacles for your customers to find your product. The reasoning is simple, if customers can get your product with relative ease, they buy.

• Customization: When you use different materials for your display stands, they stand out. By using the right color, design, and signage, it will help your placements rise above the competition. This allows you to align your displays with the particular needs of your image and the stores and outlets will be happy to use your display as a showcase.
• Increase Revenue: Business is all about increasing revenues, and display stands for retail can play a role in how people buy. They help to boost in-store purchases thus putting you in a better position to capitalize on additional sales.
• Low investment: Displays come with a relatively low price tag and can potentially bring more revenue. Compared to advertisements and sales associates that have to stand around all day and offer literature and insights into your product, the cost of retail displays is a real bargain.

YOU MIGHT ALSO LIKE:

Images: Amazon.com

This article, “Best Countertop Display Units for Business” was first published on Small Business Trends

Do you know anyone that likes to shop online?

My favorite part of playing a sports video game is the “Create a Player” function. It gives me the opportunity to set realism aside and dream up the most legendary, dominant athletic specimen imaginable. On the basketball court, no real-life point guard would be able to match up against “Dimes McGee,” my customized 7-foot-10 wunderkind with 99 ratings for shooting, passing, ball-handling, speed, and defense. Talk about optimization!

What if you could “create a player” in B2B content marketing? Which attributes would you want to max out in order to fabricate the most successful practitioner possible? It’s a fun and interesting question to contemplate, in large part because the answers now are different than even a few years ago.

Which traits and characteristics define the most effective B2B content marketers in 2021?

Optimized: 5 Traits of the Best B2B Content Marketers

Certain requisite skills, such as being creative and a good communicator, are so obvious as to go without stating. But a new set of traits are emerging that differentiate the best B2B content marketers in this reshaped business environment.

If you’re looking to hire a content marketer (or agency), or you’re looking to grow your own skills, these are the traits worth emphasizing.

Curious

The game is changing. New innovations are disrupting the profession and many fundamentals are in flux. In charting the top B2B marketing trends for 2021, TopRank Marketing CEO Lee Odden envisions a massive shift toward digital-first tactics and practices, citing AI and chatbots as technologies that will help lead the way as organizations zero in on digital customer engagement.

Adapting to this revolution requires a curious and open mind. Those who are rigidly set in their ways, or committed to conventional thinking, will be in trouble. We must be willing — eager, even — to challenge our own assumptions about our audiences’ needs, and how best to meet them.

A great B2B content marketer is not someone who insists they know everything. Instead, it’s someone who readily admits what they don’t know, questions what they think they do know, and shows a fervent curiosity to learn more.

[bctt tweet=”“A great B2B content marketer is not someone who insists they know everything, but someone who readily admits what they don’t.” @NickNelsonMN #B2B #ContentMarketing ” username=”toprank”]

Analytical

This can be a sticking point. Given that content marketers tend to be writers by trade, many of us (myself included) are averse to math. So the idea of crunching numbers and calculating metrics can feel a bit daunting. The good news is that marketing analytics tools can handle most of the math for us; it is incumbent upon B2B content marketers to take these insights and draw meaningful, actionable conclusions from them.

Put another way, being analytical means being scientific in our curiosity. Intuition and instincts are important, but they should never overshadow solid evidence in our thinking. The widespread availability of data today brings a world of opportunities to verify, validate, or revise any theory we might have.

For practical guidance on the subject, I encourage you to check out Annie Leuman’s post on how data insights can lead your B2B content marketing strategy, from benchmarking and goals to audience and personas to content mapping and more.

Bold

A critical caveat: being analytical doesn’t mean content marketers should get bogged down in a chronic state of decision paralysis. While remaining flexible, and vigilantly mindful of analytics, we should be ready to pursue our convictions decisively and take the lead.

The newly released Edelman Trust Barometer 2021 lays out a mandate for businesses and CEOs: “Act first, talk later.” With businesses currently being rated as more trustworthy than NGOs, government, or media, content marketers have a unique opportunity to speak up and solidify the credibility of their brands. Those who boldly capitalize and deliver for their audiences will separate themselves this year.

[bctt tweet=”“Act first, talk later.” – @EdelmanPR on the path to boldly building trust in 2021. #B2B #ContentMarketing” username=”toprank”]

Empathetic

Another key directive from Edelman’s latest report: “have the courage to provide straight talk, but also empathize and address people’s fears.” This is not necessarily an easy balance to strike.

In a recent survey by Singular, CMOs identified empathy as the biggest supertrend in marketing this year after digital transformation. Nothing else came remotely close.

Content marketers are the primary conduits between a business and its potential customers. They help internal stakeholders understand the audience’s needs and values, and they shape external perceptions of how the brand is serving those needs and values. Empathy is instrumental in ensuring these two sides align.

To an extent, empathy comes naturally, but it can be honed and strengthened through a curious and analytical mentality.

“Experienced marketers are being more strategic about ways to invest in customer experiences to showcase customer satisfaction and retention in addition to complementing customer acquisition strategies,” wrote Brian Solis in a post from Forbes last year that remains highly relevant today. “By measuring the customer’s real-time and aggregated experience, marketers can learn exactly how and where to improve them, in times with-COVID and post-COVID markets.”

Patient

It was almost exactly one year ago that I laid out this top priority for B2B marketers in 2020: slow your roll. From customer experiences to strategy-setting to social media management and SEO tactics, I saw opportunities to take a beat and become more methodical.

As it turns out, we didn’t have much choice. The arrival of a global pandemic soon after forced the business world at large to slow down as budgets were reduced, employees were confined to their homes, and buying decisions were delayed. Distractions and disruptions ran rampant. LinkedIn’s State of Sales 2020 report found 44% of respondents saying their customers’ sales cycles had grown longer in the face of COVID-19.

Now, we just need to adjust. Patience will be a virtue for those B2B content marketers who thrive in the year to come: patience with coworkers, customers, business partners, and measuring results. Keeping a positive and productive mindset through a year of transition and uncertainty projects confidence and stability.

As the old saying goes: “Patience is not the ability to wait, but the ability to keep a good attitude while waiting.”

Bring Your Marketing ‘A Game’ in 2021

Through curiosity, analysis, boldness, empathy, and patience, B2B content marketers can be prepared for everything that comes their way in 2021. Let these traits shine and your output will do the same.

Ready for more advice on overcoming the challenges ahead? Learn which attributes will drive the most successful influencer marketing efforts this year by clicking over to Lee’s post for tips and examples.

The post 5 Standout Traits of the Best B2B Content Marketers appeared first on B2B Marketing Blog – TopRank®.

Do you know anyone that likes to shop online?

My favorite part of playing a sports video game is the “Create a Player” function. It gives me the opportunity to set realism aside and dream up the most legendary, dominant athletic specimen imaginable. On the basketball court, no real-life point guard would be able to match up against “Dimes McGee,” my customized 7-foot-10 wunderkind with 99 ratings for shooting, passing, ball-handling, speed, and defense. Talk about optimization!

What if you could “create a player” in B2B content marketing? Which attributes would you want to max out in order to fabricate the most successful practitioner possible? It’s a fun and interesting question to contemplate, in large part because the answers now are different than even a few years ago.

Which traits and characteristics define the most effective B2B content marketers in 2021?

Optimized: 5 Traits of the Best B2B Content Marketers

Certain requisite skills, such as being creative and a good communicator, are so obvious as to go without stating. But a new set of traits are emerging that differentiate the best B2B content marketers in this reshaped business environment.

If you’re looking to hire a content marketer (or agency), or you’re looking to grow your own skills, these are the traits worth emphasizing.

Curious

The game is changing. New innovations are disrupting the profession and many fundamentals are in flux. In charting the top B2B marketing trends for 2021, TopRank Marketing CEO Lee Odden envisions a massive shift toward digital-first tactics and practices, citing AI and chatbots as technologies that will help lead the way as organizations zero in on digital customer engagement.

Adapting to this revolution requires a curious and open mind. Those who are rigidly set in their ways, or committed to conventional thinking, will be in trouble. We must be willing — eager, even — to challenge our own assumptions about our audiences’ needs, and how best to meet them.

A great B2B content marketer is not someone who insists they know everything. Instead, it’s someone who readily admits what they don’t know, questions what they think they do know, and shows a fervent curiosity to learn more.

[bctt tweet=”“A great B2B content marketer is not someone who insists they know everything, but someone who readily admits what they don’t.” @NickNelsonMN #B2B #ContentMarketing ” username=”toprank”]

Analytical

This can be a sticking point. Given that content marketers tend to be writers by trade, many of us (myself included) are averse to math. So the idea of crunching numbers and calculating metrics can feel a bit daunting. The good news is that marketing analytics tools can handle most of the math for us; it is incumbent upon B2B content marketers to take these insights and draw meaningful, actionable conclusions from them.

Put another way, being analytical means being scientific in our curiosity. Intuition and instincts are important, but they should never overshadow solid evidence in our thinking. The widespread availability of data today brings a world of opportunities to verify, validate, or revise any theory we might have.

For practical guidance on the subject, I encourage you to check out Annie Leuman’s post on how data insights can lead your B2B content marketing strategy, from benchmarking and goals to audience and personas to content mapping and more.

Bold

A critical caveat: being analytical doesn’t mean content marketers should get bogged down in a chronic state of decision paralysis. While remaining flexible, and vigilantly mindful of analytics, we should be ready to pursue our convictions decisively and take the lead.

The newly released Edelman Trust Barometer 2021 lays out a mandate for businesses and CEOs: “Act first, talk later.” With businesses currently being rated as more trustworthy than NGOs, government, or media, content marketers have a unique opportunity to speak up and solidify the credibility of their brands. Those who boldly capitalize and deliver for their audiences will separate themselves this year.

[bctt tweet=”“Act first, talk later.” – @EdelmanPR on the path to boldly building trust in 2021. #B2B #ContentMarketing” username=”toprank”]

Empathetic

Another key directive from Edelman’s latest report: “have the courage to provide straight talk, but also empathize and address people’s fears.” This is not necessarily an easy balance to strike.

In a recent survey by Singular, CMOs identified empathy as the biggest supertrend in marketing this year after digital transformation. Nothing else came remotely close.

Content marketers are the primary conduits between a business and its potential customers. They help internal stakeholders understand the audience’s needs and values, and they shape external perceptions of how the brand is serving those needs and values. Empathy is instrumental in ensuring these two sides align.

To an extent, empathy comes naturally, but it can be honed and strengthened through a curious and analytical mentality.

“Experienced marketers are being more strategic about ways to invest in customer experiences to showcase customer satisfaction and retention in addition to complementing customer acquisition strategies,” wrote Brian Solis in a post from Forbes last year that remains highly relevant today. “By measuring the customer’s real-time and aggregated experience, marketers can learn exactly how and where to improve them, in times with-COVID and post-COVID markets.”

Patient

It was almost exactly one year ago that I laid out this top priority for B2B marketers in 2020: slow your roll. From customer experiences to strategy-setting to social media management and SEO tactics, I saw opportunities to take a beat and become more methodical.

As it turns out, we didn’t have much choice. The arrival of a global pandemic soon after forced the business world at large to slow down as budgets were reduced, employees were confined to their homes, and buying decisions were delayed. Distractions and disruptions ran rampant. LinkedIn’s State of Sales 2020 report found 44% of respondents saying their customers’ sales cycles had grown longer in the face of COVID-19.

Now, we just need to adjust. Patience will be a virtue for those B2B content marketers who thrive in the year to come: patience with coworkers, customers, business partners, and measuring results. Keeping a positive and productive mindset through a year of transition and uncertainty projects confidence and stability.

As the old saying goes: “Patience is not the ability to wait, but the ability to keep a good attitude while waiting.”

Bring Your Marketing ‘A Game’ in 2021

Through curiosity, analysis, boldness, empathy, and patience, B2B content marketers can be prepared for everything that comes their way in 2021. Let these traits shine and your output will do the same.

Ready for more advice on overcoming the challenges ahead? Learn which attributes will drive the most successful influencer marketing efforts this year by clicking over to Lee’s post for tips and examples.

The post 5 Standout Traits of the Best B2B Content Marketers appeared first on B2B Marketing Blog – TopRank®.

Did you lose your job or business in this pandemic?

2021 Edelman Trust Barometer: Plague of mistrust follows COVID-19
After a year of unprecedented disaster and turbulence – the Covid-19 pandemic and economic crisis, the global outcry over systemic racism and political instability – the 2021 Edelman Trust Barometer reveals an epidemic of misinformation and widespread mistrust of societal institutions and leaders around the world. Edelman

What Are B2B Marketing Leaders Measuring: Five Key Takeaways from Forrester’s SiriusDecisions 2020 Metrics Study
Forrester’s study asked worldwide B2B leaders which metrics appear on their company’s top-level dashboards. Key insights include: Leadership attention is precious, High-growth companies focus more on the customer lifecycle and others. Forbes

New Study from SEMRush Shares Top Goals for Content Marketers in 2021
79% more quality leads, 74% more website traffic, 57% improve brand reputation, 47% improve customer engagement and loyalty. eMarketer

Twitter Is Helping To Build An Alternative To Twitter, Says CEO Jack Dorsey
The move by Twitter on @bluesky is one of several in the works by blockchain developers in the wake of the takedowns by social media services and providers like Amazon. The surprise is that Twitter would contribute to a concept that may lead to its own demise. Deadline

88% of marketers say collecting first-party data is a 2021 priority, Merckle study says
Forty-one percent of marketers say digital media activation will be the area most impacted due to the rise of privacy-related data restrictions, per Merkle’s 2021 Customer Engagement Report that was emailed to Marketing Dive. In addition, web analytics (39%), digital media measurement (35%) and direct marketing activation (35%), among other areas, are expected to be impacted. MarketingDive

Buyer Survey: Global Digital Spend To Rise 18% In 2021
Global digital advertising growth is expected to accelerate to about 18% year-over-year during 2021, up from about 10% growth in 2020 — and continue to show annual growth in the low double digits over the next five years, according to Cowen’s 9th Annual Ad Outlook report. MediaPost

LinkedIn Launches ‘LinkedIn Marketing Labs’ to Provide Education on the Platform’s Ad Tools
LinkedIn has launched a new education platform to help marketers learn more about effective use of LinkedIn ads, and the tactics that they can employ to generate better results. Social Media Today

Comscore To Intro Cookie-Less Targeting Solution
Comscore announced that it will launch a cookie-free audience targeting solution sometime during the first quarter, called Predictive Audiences. MediaPost

The Big Trends That Will Influence Creativity in 2021, According to Adobe Stock
The creative trends slated to dominate 2021 include compassionate, psychedelic, gradient and electronic audio content, according to Adobe Stock, the software company’s stock image platform. The 2021 Visual & Creative Trends Report is an annual forecast compiled by Adobe Stock’s creative team informed by consumer behavior from the previous year. AdWeek

Father of the Web Tim Berners-Lee prepares ‘do-over’.
Sir Tim Berners-Lee, the British computer scientist who was knighted for inventing the internet navigation system known as the World Wide Web, wants to re-make cyberspace once again with a new startup called Inrupt, which aims to combat walled gardens with personal data pods, easier authentication, and greater user control. Reuters

The State of Mobile 2021
2020 saw an acceleration of mobile usage habits by 2 to 3 years — strengthening mobile’s role as the most crucial instrument for engaging customers. This new report features in-depth analyses from 11 industries and 30 markets in an interactive format allowing for deeper dives into the rich data and insights. App Annie

Marketers’ Top Digital Transformation Priority? The Customer Experience
If COVID-19 has spurred anything along in a positive way it’s been digital transformation according to The Marketer’s Toolkit 2021 from WARC. The new report found that 93% of the more than 1,000 global marketing executives surveyed agreed that the pace of digital transformation has been hastened by COVID-19.
MarketingCharts

Twitter Shares Planning Guide for Your 2021 Tweet Strategy.
The team at Twitter has compiled some of their best Twitter tips and tools into a new 108-page guide, the 2021 Twitter Planner, to help marketers get ready for 2021. Twitter Business

What Video Marketers Should Know in 2021, According to Wyzowl Research
Video remains a key priority for marketers with usage and spend both, overall, increasing slightly throughout 2020, and plans to increase again in the next 12 months. HubSpot

YouTube Analytics Adds ‘First 24 Hours’ Metric.
First day performance data joins the new ability to compare metrics between two videos in YouTube update.
Search Engine Journal

ON THE LIGHTER SIDE:

Culture of New Ideas by Marketoonist Tom Fishburne — Marketoonist

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• TopRank Marketing — Digital And Real World Influence Is About Community — Brian Solis
• Lee Odden of TopRank Marketing — What Does 2021 Hold For B2B Influencer Marketing? — Demand Gen Report
• Lee Odden of TopRank Marketing — Influencer marketing in professional services — RedStarKim
• Lee Odden of TopRank Marketing — Influencer Marketing in 2021: An essential ingredient in your communication mix — Cognito

Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below.

Thank you for joining us for this edition of the TopRank Marketing B2B marketing news, and we hope that you’ll return again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Trust in 2021, Top Content Marketing Goals, Twitter Alternative, Cookieless Targeting appeared first on B2B Marketing Blog – TopRank®.