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What you absolutely *must* know about digital marketing in 2019

(MARKETING) Because you have a pulse, you know you should be focused on digital marketing, but if you haven’t been, this guide will get you up to speed quickly!

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Justin Staples is an entrepreneur who specializes in providing businesses with results-driven SEO, custom web design, and content development. Below, he offers a modern guide for any business to ensure their efforts are modernized and effective:

Growing a successful business is anything but easy.

If you want your business to scale, you need more than a good product or service. You’ll also need tried-and-tested processes to deal with anything from sourcing products, managing employees, dealing with customers, and more.

Beyond that, you also need to figure out how you can reach as broad of a customer base as possible, and that comes down to marketing.

There are a thousand ways to market your business. However, every day that passes, digital channels become more important. Now more than ever, customers are more likely to look up products online before spending a single dollar.

If you’re not familiar with the concept of digital (or online) marketing, now’s a great time to learn some basics, so let’s get to it.

A Quick Introduction to Digital Marketing:

Every type of promotional activity that involves electronic devices falls under the banner of digital marketing. However, some online channels are far more important than others when it comes to promoting your business.

Social media is the easiest example. Unless you’re a hermit, almost everyone you know probably uses it.

Perhaps the best thing about digital marketing is it enables you to reach a far broader audience than old-school approaches – such as handing out flyers, magazine ads, and others.

If you run a local business, you can use online marketing to gain customers from all over the country, and even the world (depending on what you’re selling!). It all comes down to choosing the right channels.

10 Must-Knows of Digital Marketing in 2019:

In this section, we’ll walk you through the key terms you must know to get started with online marketing and some of the best channels you can focus on.

Keep in mind – some businesses will find more success in some channels than others, and it all depends on who your audience is. By the time we’re through, you’ll have all the information you need to make some important decisions!

1. Framework

Throwing money at marketing without a plan might work, but it’s not a sustainable or scalable approach.

To reap the full benefits of online marketing, you need a framework, which is a fancy name for a business plan. Here’s what it should outline:

• What your goals are (i.e., finding new leads, getting more traffic, sales, etc.)?
• Who is your audience?
• What online channels will you focus on?
• How much money do you plan to spend?
• What process will you use for tracking your results?

Frameworks are the basis of a great online marketing strategy. By laying out all that information, you’ll gain insight into why some marketing approaches work while others fail.

2. Brand Story

Branding is essential for any business. It enables you to establish relationships and build trust with your audience, which can help transform them into customers and keep them around.

The concept of branding is often very vague, but you can boil down what your brand is by answering a few simple questions:

• Who are your ideal customers?
• What problem do you help those clients solve?
• How do you want your audience to perceive you?

To put it another way, the products and services you offer may be at the core of your business. However, it’s your branding, web design, and the value you bring to your customers that determines what they think about you.
Before you embark on any marketing endeavor, you need to have a clear idea of what your brand is or what you want it to be. That way, you’ll be able to keep things consistent throughout every channel.

3. Traffic Acquisition and Conversions

When it comes to online marketing, we often don’t talk about sales, sign-ups, or leads. Instead, we refer to those things as “conversions.”

The more traffic you can drive to your website using digital channels, the more potential conversions you get. Those conversions might not always lead directly to sales, but ideally, they’ll get you one step closer to that finish line.

At the end of the day, the value of your services is what convinces visitors to become clients. Digital marketing is just the set of processes you use to get them in the door.

4. Paid Ads

Most online channels enable you to pay in exchange for traffic. That includes social media platforms, search engines, websites, and more.

Depending on which channel you use, you’ll be able to run different types of ads. Usually, you’ll pay for clicks, impressions, or more specific interactions.

In online marketing, we refer to groups of paid ads as “campaigns.” Ideally, you’ll test different campaigns across marketing channels, figure out what works, and then scale upwards to get more conversions.

5. Email Marketing

When it comes to digital marketing, email is king.

Almost 90% of online marketers use it as their primary channel. That’s no coincidence, either – email marketing offers an average ROI of 4400%, and that’s not a typo.

To reap the full benefits of email marketing, you’ll need to build up a sizable list of subscribers and develop engaging campaigns. It’s a ton of work, but the numbers speak for themselves.

6. Live Chat

If you take a quick look at some of your favorite websites, we’re willing to bet a lot of them have live chat windows.

Nowadays, live chat is by far the most popular channel for customers to communicate with you. In fact, 44% of visitors say having someone that can answer their questions directly is a big factor deciding whether to make a purchase.

Once someone gets to your website, it’s your job to explain what your products and services can do for them. The best way to do that, by far, is telling them yourself, and live chat provides you with a channel that enables you to do that.

7. Affiliate Marketing

Think about affiliate marketing as a commission program for the digital age. In short, businesses that run affiliate programs pay end-users or marketers to promote their products.

These days, affiliate marketing drives over 16% of all e-commerce sales, which is a staggering figure. If you can set up an attractive affiliate program, it can become a cornerstone of your digital marketing strategy.

8. SEO

If you’re trying to grow an online business, then you need to learn how to love search engine optimization (SEO).

Search engines can make or break websites. If your business shows up on a high position in the search engine result pages (SERPs) for popular terms, they can drive massive amounts of traffic to your website.

The problem is, there’s no magic formula when it comes to SEO. What you can do is follow best practices, which evolve all the time as search engines refine their algorithms.
SEO involves a lot of trial and error, but it’s key to the growth of most – if not all – online businesses.

9. Public Relations (PR)

If you want to get people talking about your business, one of the best ways to do it is through good old-fashioned PR.

Traditional press releases, for example, can drum up a lot of interest if you can get attention from publications with a big following.

Nowadays, there are a lot of online tools you can use to build relationships, with leading online publications. What that means is that in 2019, you don’t need the help of a PR firm to get the word about your business out there.

10. Social Media

As a marketer, the only thing you need to know about social media is that almost 44% of the entire world uses it.

Some platforms are more popular than others, of course, and not all of them might be a great fit for your business.

What you want to do is identify which social media platforms are more popular among your audience, and then use them to promote your business. In most cases, that means running paid ads, setting up profiles to promote your content, and engaging with your followers as often as possible.

What Digital Marketing Will Look Like in 2020:

The main thing you need to know is digital marketing is only becoming more important with every year that passes. Over half of the world’s population is already online, and a lot of them use the internet to decide where they’re going to spend their money.

As far as specific trends go, 63% of online marketers say they want to focus on social media in 2020.

Mobile use only keeps growing as well, which means more and more people are using voice searches to find what they want. Making sure your digital marketing strategy is mobile-friendly is key to staying relevant.

The American Genius is news, insights, tools, and inspiration for business owners and professionals. AG condenses information on technology, business, social media, startups, economics and more, so you don’t have to.

Business Marketing

Ghost Reply has us asking: Should you shame a recruiter who ghosted you?

(BUSINESS MARKETING) Ghost Reply will send an anonymous “kind reminder” to recruiters who ghost job candidates, but is the sweet taste of temporary catharsis worth it?

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Stressed woman at a laptop with hands on head, considering if she should send a Ghost Reply.

People hate to get “ghosted” in any situation, personal or professional. But for job seekers who may already be struggling with self-esteem, it can be particularly devastating. Ghost Reply is a new online service that will help you compose and send an email nudge to the ghoster, sending a “kind reminder” telling them how unprofessional it is to leave someone hanging like that.

Ghost Reply wants to help you reach catharsis in all of this stressful mess of finding a job. Almost all of the problems and feelings are compounded by this confounded pandemic that has decimated areas of the workforce and taken jobs and threatened people’s financial security. It is understandable to want to lash out at those in power, and sending a Ghost Reply email to the recruiter or HR person may make you feel better in the short term.

In the long run, though, will it solve anything? Ghost Reply suggests it may make the HR person or recruiter reevaluate their hiring processes, indicating this type of email may help them see the error of their ways and start replying to all potential candidates. If it helps them reassess and be more considerate in the future and helps you find closure in the application/interview process, that would be the ideal outcome on all fronts. It is not likely this will happen, though.

The Ghost Reply sample email has the subject line “You have a message from a candidate!” Then it begins, “Hi, (name), You’re receiving this email because a past candidate feels like you ghosted them unfairly.” It then has a space for said candidate to add on any personal notes regarding the recruiter or process while remaining anonymous.

I get it. It’s upsetting to have someone disappear after you’ve spent time and energy applying, possibly even interviewing, only to hear nothing but crickets back from the recruiter or HR person you interacted with. It’s happened to me more than once, and it’s no bueno. We all want to be seen. We all want to be valued. Ghosting is hurtful. The frustration and disappointment, even anger, that you feel is certainly relatable. According to several sources, being ghosted after applying for a job is one of the top complaints from job seekers on the market today.

Will an anonymous, passive-aggressive email achieve your end? Will the chastened company representative suddenly have a lightbulb go off over their heads, creating a wave of change in company policy? I don’t see it. The first sentence of the sample email, in fact, is not going to be well received by HR.

When you start talking about what’s “unfair,” most HR people will tune out immediately. That kind of language in itself is unprofessional and is a red flag to many people. Once you work at a company and know its culture and have built relationships, then, maybe, just maybe, can you start talking about your work-related feelings. I believe in talking about our feelings, but rarely is a work scenario the best place to do so (I speak from experience). Calling it unprofessional is better, less about you and more about the other person’s behavior.

However, it’s unclear how productive Ghost Reply actually is. Or how anonymous, frankly. By process of deduction, the recipient of the email may be able to figure out who sent it, if it even makes it through the company’s spam filters. Even if they cannot pinpoint the exact person, it may cast doubts on several applicants or leave a bad taste in the recruiter’s mouth. It sounds like sour grapes, which is never a good thing.

There may be any number of reasons you didn’t get the job offer or interview, and they may or may not have something to do with you. Recruiters answer your burning questions, including why you may have been ghosted in this recent article in The American Genius.

Ultimately, you will never know why they ghosted you. If it makes you feel better or at least see the issue from both sides, the amount of job candidates ghosting recruiters after applying and even interviewing is equally high. Some people simply either have awful time management skills or awful manners, and at the end of the day, there’s not much you can do about that.

Focus on your own survival while job hunting, instead of these disappointing moments or the person who ghosts you. It will serve you better in the long run than some anonymous revenge email. There are other ways to deal with your frustration and anger when you do get ghosted, though. Try the classic punching your pillow. Try taking a walk around the block. If it helps to put your frustration into words, and it very well may, then do so. Write it on a piece of paper, then burn it. Or type it all in an email and delete it. For your own sake, do NOT put their email address in the “To” line, lest you accidentally hit “Send.”

The sooner you can let it go, the sooner you can move on to finding a better job fit for you.

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Business Marketing

Free shipping is everywhere… how can small businesses keep up?

[BUSINESS MARKETING] Would you rather pay less but still pay for shipping, or pay more with free shipping? They may cost the same, but one appeals more than the other.

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Person standing over pacakge, sealing with masking tape.

When it comes to competing with huge corporations like Amazon, there are plenty of hurdles that smaller businesses have to cross. Corporations can (and do) undercut the competition, not to mention garner a much larger marketing reach than most small businesses could ever dream of achieving. But this time, we want to focus on something that most people have probably chosen recently: Free shipping.

How important is free shipping to consumers? Well, in a 2018 survey, Internet Retailer discovered that over 50% of respondents said that free shipping was the most important part of online shopping. In fact, when given a choice between fast or costless shipping, a whopping 88% of those surveyed chose the latter option.

Part of this has to do with the fact that shipping costs are often perceived as additional fees, not unlike taxes or a processing fee. In fact, according to Ravi Dhar, director of Yale’s Center for Customer Insights, if it’s between a discounted item with a shipping fee or a marked up item with free shipping, individuals are more likely to choose the latter – even if both options cost exactly the same amount.

If you’re interested in learning more, Dhar refers to the economic principle of “pain of paying,” but the short answer is simply that humans are weird.

So, how do you recapture the business of an audience that’s obsessed with free shipping?

The knee jerk reaction is to simply provide better products that the competition. And sure, that works… to some extent. Unfortunately, in a world where algorithms can have a large effect on business, making quality products might not always cut it. For instance, Etsy recently implemented a change in algorithm to prioritize sellers that offer free shipping.

Another solution is to eat the costs and offer free shipping, but unless that creates a massive increase in products sold, you’re going to end up with lower profits. This might work if it’s between lower profits and none, but it’s certainly not ideal. That’s why many sellers have started to include shipping prices in the product’s overall price – instead of a $20 necklace with $5 shipping, a seller would offer a $25 necklace with free shipping.

This is a tactic that the big businesses use and it works. If you can’t beat ‘em, join ‘em, right?

That said, not everyone can join in. Maybe, for instance, a product is too big to reasonably merge shipping and product prices. If, for whatever reason, you can’t join in, it’s also worth finding a niche audience and pushing a marketing campaign. What do you offer that might be more attractive than the alluring free shipping? Are you eco-friendly? Do you provide handmade goods? Whatever it is that makes your business special, capitalize on it.

Finally, if you’re feeling down about the free shipping predicament, remember that corporations have access to other tricks. Amazon’s “free” prime shipping comes at an annual cost. Wal-Mart can take a hit when item pricing doesn’t work out. Even if your business isn’t doing as well as you hoped, take heart: You’re facing giants.

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Business Marketing

How many hours of the work week are actually efficient?

(BUSINESS MARKETING) Working more for that paycheck, more hours each week, on the weekends, on holidays can actually hurt productivity. So don’t do that, stay efficient.

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Clock pointed to 5:50 on a plain white wall, well tracked during the week.

Social media is always flooded with promises to get in shape, eat healthier and… hustle?

In hustle culture, it seems as though there’s no such thing as too much work. Nights, weekends and holidays are really just more time to be pushing towards your dreams and hobbies are just side hustles waiting to be monetized. Plus, with freelancing on the rise, there really is nothing stopping someone from making the most out of their 24 hours.

Hustle culture will have you believe that a full-time job isn’t enough. Is that true?

Although it’s a bit outdated, Gallup’s 2014 report on full-time US workers gives us an alarming glimpse into the effects of the hustle. For starters, 50% of full-time workers reported working over 40 hours a week – in fact, the average weekly hours for salaried employees was up to 49 hours.

So, what’s the deal with 40 hours anyway? The 40 hour work-week actually started with labor rights activists in the 1800s pushing for an 8 hour workday. In 1817, Robert Owen, a Welsh activist, reasoned this workday provided: “eight hours labor, eight hours recreation, eight hours rest.”

If you do the math, that’s a whopping 66% of the day devoted to personal needs, rather than labor!

Of course, it’s only natural to be skeptical of logic from two centuries ago coloring the way we do business in the 21st century. For starters, there’s plenty of labor to be done outside of the labor you’re paid to do. Meal prep, house cleaning, child care… that’s all work that needs to be done. It’s also all work that some of your favorite influencers are paying to get done while they pursue the “hustle.” For the average human, that would all be additional work to fall in the ‘recreation’ category.

But I digress. Is 40 hours a week really enough in the modern age? After all, average hours in the United States have increased.

Well… probably not. In fact, when hours are reduced (France, for instance, limited maximum hours to 35 hours a week, instead of 40), workers are not only more likely to be healthier and happier, but more efficient and less likely to miss work!

So, instead of following through with the goal to work more this year, maybe consider slowing the hustle. It might actually be more effective in the long run!

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