Cody Berman has been experimenting with side hustles for years.
The 27-year-old picked up his first side gig his freshman year of college when he founded a disc golf manufacturing company. After that “I started getting some freelance writing gigs during college,” he says. “Also did some tutoring, podcast editing, video editing, running affiliate marketing campaigns.” He says he made between $1,500 and $1,800 per month on his various hustles.
Even today, Berman juggles a series of moneymaking ventures including selling an online course about how to start an Etsy business and renting out spaces on Airbnb. “I am a dabbler by trade,” he says. In 2022, his various streams of income brought in nearly $700,000 altogether.
Having tried so many hustles, Berman’s gleaned a few insights about which might be easiest to pick up. Here’s his advice for anyone looking to dive in immediately.
‘Look at the skills that you have’
Given people’s different skill sets and even assets, the easiest side hustle is “going to be different for every single person,” says Berman.
For him, the easiest hustles to dive into were those in content creation, like podcast editing and video editing. That’s because he’d learned how to use editing tools for both out of personal interest and didn’t have to learn anything new to dive in. “I actually started my own podcast in July of 2018,” he says. And he realized they were skillsets he could monetize.
“Look at the skills that you have,” he says. Are you a solid writer? Good at graphic design? Adept at customer service? Consider what you’re good at and make a mental note of which of those skills you could lean into. Take inventory of your assets as well. Do you have a car? An apartment you could be renting out? A bike you could make deliveries on? Any of these can help you make money.
The idea is to use what you already have at your disposal as opposed to accruing new skills or buying something new. Leaning into what’s there means you’ll be able to dive in right away and with ease.
‘There’s always someone who’s willing to pay’
In terms of where to find outlets for your hustle, start perusing sites like Fiverr, Upwork, GigSalad, Lessonface, Thumbtack and TaskRabbit to see what people are doing in a similar field. An aerialist in Los Angeles is currently charging $600 and up on GigSalad. An interior photographer in the Catskills is currently charging $150 to $195 per project on Fiverr.
“There’s an unlimited number of opportunities now with the internet and all these different apps,” says Berman.
Berman also recommends looking to your immediate network or local businesses for side hustle opportunities. Say you’ve got a knack for social media. “There’s landscaping companies, there’s plumbing companies, there’s electricians that have no idea what they’re doing on social media,” he says, adding that, “if you come to them with a decent proposal, you can run social media for them.”
Ultimately, “there’s always someone who’s willing to pay for something,” says Berman, “you’ve just got to figure out what that something is” and whether or not it falls in line with what you have to offer.
Feature Image Credit: Disc golf. Source: Envato Elements
Site design shakeups are helping retail brands increase conversion, decrease return rates, and build lasting, fruitful relationships with their most loyal customers.
When’s the last time you updated your website?
While the rise of omnichannel retail has led countless brands to invest in in-person real estate and social commerce has driven investments in social media, some founders contend that retailers should focus on sharpening their own websites to increase conversion, customer loyalty, and lifetime customer value. “Platforms will come and go. What is consistent is your own channel,” says Janvi Shah, co-founder and CEO of the Boston-based e-commerce company Hue. “Even if a customer isn’t checking out from your own website, so many are doing a high level of research before they decide to purchase–so the halo effect of you investing in your own platform will spread to all the different channels you’re in.”
Innovations in artificial intelligence and site design present new opportunities for retailers to better connect with their audiences–and drive long-term benefits. Here are five ways B2B businesses are transforming e-commerce.
Improved product information
For beauty brands looking to increase conversion, Hue proposes a solution that isn’t new–user-generated content–but with a more seamless implementation. The company enables clients to embed video reviews of customers onto their website landing pages, product pages, and social media platforms to drive sales and increase engagement. Clients are also welcome to use Hue-sourced UGC in paid advertisements.
Hue handles the technology required for web integration, as well as video sourcing. The company manages a community of about 2,000 content creators who originate honest testing-and-review videos for Hue’s clients in exchange for free products. Video reviews are key to boosting customer engagement, says Shah, 30: On average, clients see a 127 percent lift in time spent on-site after integrating Hue. “What we see with video is that it’s a lot harder to fake,” Shah says. “People have a lot of scepticism about written reviews. And if someone is speaking to the camera and showing their skin, that’s not easy to Photoshop.”
New York City-based Surratt Beauty, a Hue client, embeds the company’s UGC on product pages for its foundation. Evadney Petgrave, e-commerce and digital marketing director for the company, says that that platform is user-friendly and has helped Surratt to replicate the in-store, shade-matching experience digitally. On average, Hue has seen sales on product pages with its embedded UGC increase by 23 percent. The company, which currently partners with more than 20 beauty brands and retailers, expects to triple its revenue in the next 12 months.
Hue enables clients to embed video reviews of customers onto their website landing pages. Photo: Courtesy Company
Smarter search functionality
Getting the right product in front of the right customer is a huge hurdle for retail businesses–even when customers have already made it to their site. That has driven Lily AI, a Mountain View, California-based startup, to make the search bar more human. “There’s language I have in my mind when I look for products, but that’s not the same language [a brand uses] when they’re sold to me,” says co-founder and CEO Purva Gupta, 35. “Let’s say a brand describes a product as ‘midnight French terry activewear’–a consumer is going to call it ‘blue sweatshirt.'” The issue, Gupta says, is that for many retailers, the merchandising process is incredibly manual, typically requiring junior-level merchants to attribute three to four attributes per product.
Lily AI aims to solve the problem with image recognition technology that uses artificial intelligence to attribute more accurate, customer-centric keywords to products, at scale. The technology can also accommodate customer searches that may be more subjective or nebulous–such as trends like quiet luxury or cottagecore. Gupta says that Lily AI helped clients–which include Bloomingdale’s and Macy’s–increase site conversion, as well as average revenue per consumer. One Lily AI client, ThredUp, attributed a 15 percent lift in sell-through rate to Lily AI’s enhanced product attribution.
Lily AI aims to solve the problem with image recognition technology to attribute more accurate, “customer-centric” keywords to products. Photo: Courtesy Company
Better personalization
New York City-based Psykhe AI envisions a world in which e-commerce sites cater directly to individual customers, serving them the products it knows they’ll most respond to. The company, which is currently in pilot testing with plans to launch in September, uses A.I. to merchandise category pages to unique visitors. By seeing which products a visitor engages with, it gathers information about their user preferences and serves them products that are likely to align with those preferences. For example, a shopper who interacts with classic, bright floral dresses that cost $100 or less isn’t likely to be served a more avante-garde, structural leather garment priced at $800. The platform–which is designed to work for both fashion and home décor brands–is trained on a data set that draws connections between personality traits such as neuroticism and agreeableness, style preferences, and three million aggregated products. The company has raised more than $3 million in funding.
Founder and CEO Anabel Maldonado, 37, who has a background in both fashion and psychology, says that the product is targeted toward large, multibrand retailers looking to improve discoverability. “It’s like a salesperson who sees you looking at something and from that is able to understand your aesthetic ecosystem,” Maldonado says. Pilot testing has shown a 5x increase in conversion rate, an 8x increase in dwell time, and a 25 percent decrease in return rates.
Psykhe AI uses artificial intelligence to merchandise category pages to unique visitors.Photo: Courtesy Company
More engaging digital interfaces
While retail brands are increasingly investing in their in-person strategies, Neha Singh, founder of the New York City-based tech company Obsess, contends that it’s well worth elevating their online presence, too. Working with clients like Coach, Mattel, and Crocs, Obsess designs interactive virtual storefronts that operate on both mobile devices and browsers. “It’s really about engagement and brand-building,” Singh says. “It typically takes seven to eight touch points for a customer to make a purchase decision. Now you’re making one of those touch points much deeper or more memorable.”
Because virtual storefronts increase time spent on a retail brand’s site and customer engagement, they can also lead brands to secure new sources of first-party data. “We have a lot of capabilities in our platform around gamification and quizzes that enable brands to ask questions in a way that’s baked into the flow of the experience,” Singh says. “And what we see is that people are much more likely to answer questions in our gamified environment versus if you just put a pop-up on a regular ecommerce site.” That has an impact on a brand’s long-term success, as it can provide learnings on customer preferences. Obsess declined to share revenue, but Singh says the company has grown more than 100 percent year-over-year for the past three years.
Targeted conversion tactics
The best opportunity to upsell a customer is when they’re already likely to make a purchase, says Elizabeth Buchanan, chief commercial officer of the New York City-based ecommerce company Rokt. That’s why Rokt enables retail businesses to promote offers–for both their own brand (like membership programs and store credit cards) or other brands (for which they’d earn revenue based on customer engagement)–through the checkout process and on order confirmation pages. The key, Buchanan says, is the ability to use A.I. to promote offers that are relevant.
Rokt enables retail businesses to promote offers through the checkout process.Photo: Courtesy Company
“If you think about a barista that remembers your order when you approach the counter–we try to achieve that same kind of seamless and relevant experience throughout the checkout flow,” she says. Relevancy has become paramount for brands to pull off upselling without alienating customers–to the point that, if Rokt’s A.I. determines that an offer will increase the risk of cart abandonment, it won’t present an offer to the customer, Buchanan adds. Especially as increased privacy restrictions have limited the ability of brands to track customers via cookies, the enhanced ability for companies to increase lifetime customer value through A.I. targeting can prove highly beneficial. One Rokt client, Panda Express, had a 7.8 percent positive engagement rate with post-purchase offers, which the company says increased revenue and customer loyalty. Rokt has a valuation of $2.4 billion and in the past financial year grew more than 45 percent.
Feature Image Credit: An Obsess interactive virtual storefront for the brand Laneige. Photo: Courtesy Company
Maximizing your LinkedIn profile has never been more crucial in this digital era.
Whether you’re on the hunt for a new job, hoping to grow your professional network, or simply looking to improve your online presence, your LinkedIn profile is your first impression in the virtual professional world.
From creating a captivating headline to leveraging LinkedIn’s unique features, we’ve compiled the ten top tips to enhance your online presence.
So, ready to transform your LinkedIn game?
Let’s jump in!
1. Harness the Power of Your LinkedIn Headline
A compelling LinkedIn headline acts as your digital handshake, initiating your introduction to the virtual professional world.
The headline is more than just a statement; it’s your opportunity to quickly communicate your professional identity and peak interest.
Instead of merely listing “Data Analyst,” for example, consider fine-tuning it to “Data Analyst specializing in predictive models for e-commerce”.
This not only provides more detail about your unique abilities but also differentiates you in a sea of data analysts.
Furthermore, including relevant industry keywords in your headline can make your profile more searchable, increasing the chance of being found by potential employers or clients.
Remember, LinkedIn gives you 120 characters for your headline. Use this space to creatively encapsulate who you are professionally, your key skills, and your unique value proposition.
2. Craft a Stellar LinkedIn Summary
Your LinkedIn summary is essentially your professional autobiography. It’s a platform to humanize your profile, sharing not just your qualifications but also your journey, passions, and future aspirations.
This narrative can create an emotional connection with your reader, making you more memorable.
For instance, if you’re a marketer who transitioned from traditional advertising to digital marketing, this is your opportunity to share your evolution.
Discuss the challenges you overcame during this shift, the new skills you developed, and how this transformation has made you a better marketer.
Sharing these stories conveys your adaptability, growth mindset, and demonstrates your resilience — traits that employers often value.
Use the summary to show that you’re not just a list of skills and experiences, but a dynamic professional with a compelling story.
3. Spotlight Your Work Experience
When detailing your work experience on LinkedIn, think of it less like a job description and more like a highlight reel of your professional career.
It’s not just about what you’ve done; it’s about the measurable impact of your work.
For instance, rather than merely saying you “Managed social media accounts,” describe the specific initiatives you drove and their outcomes, such as “Increased social media engagement by 60% by implementing a new content marketing strategy“.
This illustrates your ability to drive results and gives prospective employers or partners insight into what they might expect if they work with you.
Remember to include specific metrics and data where possible as these quantifiable results can lend credibility to your achievements.
Also, highlight any unique projects or initiatives you’ve led that align with your career goals.
This can demonstrate your leadership, creativity, and strategic thinking to potential employers and connections.
4. Showcase Relevant Skills
Your LinkedIn profile is more than a resume; it’s a living testament to your professional capabilities.
The skills you list should be a curated collection, reflecting your career aspirations and key strengths.
Instead of merely listing a broad range of skills, consider focusing on those most relevant to your field or the position you’re aiming for.
LinkedIn also allows your connections to endorse your skills, adding a level of validation to your listed competencies.
Prioritize the skills you want to be known for, place them at the top, and encourage colleagues or supervisors to endorse you for them.
This not only validates your claim but also increases your visibility when recruiters search for specific skills.
5. Optimize Your LinkedIn URL
Your LinkedIn URL might seem like a minor detail, but it’s a powerful personal branding tool that can enhance your professional image and online visibility.
By default, LinkedIn assigns you a URL filled with random characters. However, you can (and should) customize it to reflect your name and profession.
For instance, instead of a URL like “linkedin.com/in/xyz123456789,” opt for a cleaner, more professional version like “linkedin.com/in/JohnDoeMarketing.”
It’s simpler, more memorable, and reinforces your personal brand.
Think of it as your digital business card. You can add it to your email signature, your resume, or your website.
Customization not only makes it easier for people to find you but also makes your profile look more polished and professional.
6. Understand LinkedIn Premium’s Benefits
While the basic LinkedIn account is free and offers numerous benefits, there’s value in considering a LinkedIn Premium subscription, especially if you’re actively job hunting or looking to expand your network.
LinkedIn Premium provides you with an array of tools not available with a basic account.
One standout feature is the advanced search filter that lets you target specific industries, job titles, or companies, offering a more tailored approach to networking.
With Premium, you can also send InMail messages to people you’re not connected with, opening a direct line of communication with potential employers, mentors, or collaborators.
In addition, it allows you to see who has viewed your profile, offering valuable insights about the types of professionals showing interest in your profile.
These are just a few examples of the potential advantages of LinkedIn Premium.
While it is a paid feature, consider it an investment in your personal brand and career growth. It might just give you the edge you need in a competitive job market.
7. The Power of a Professional Profile Photo
A professional profile photo is much more than just a picture — it’s a visual representation of your brand.
It is what introduces you to the professional world before you even say a word.
This image is the first visual interaction someone will have with your profile, so ensuring it is clear, professional, and friendly is vital.
Opt for a picture with good lighting, a simple background, and appropriate attire. It’s not about the designer clothes or the perfect hairstyle, but rather about showcasing the professional, approachable, and confident individual you are.
A good rule of thumb is to make sure your photo aligns with your desired industry’s standards — a corporate banker’s attire may be different from a creative director’s.
8. Join LinkedIn Groups
LinkedIn groups are your secret passageways into the world of professional networking.
Participating in these groups doesn’t just expand your network; it gives you a platform to engage in intellectual conversations, demonstrate your knowledge and insights, and connect with like-minded professionals.
Start by looking for groups that are relevant to your industry or area of expertise. Don’t just join the group and be a passive member.
Engage in the discussions, ask insightful questions, and share helpful resources or articles. The key is to provide value.
Doing so helps establish your thought leadership, and remember, a meaningful comment or shared insight could catch the eye of a potential employer or collaborator.
9. Embrace LinkedIn Learning
LinkedIn Learning is not just a resource; it’s your growth partner. With a vast library of courses ranging from software skills to leadership techniques, it can help you stay at the forefront of your industry’s trends and requirements.
Courses you’ve completed are featured on your profile, which sends a clear message to potential employers about your dedication to personal development and continuous learning.
For example, if you’re in digital marketing, taking a course on the latest SEO strategies or Google Analytics can make you more valuable in the eyes of recruiters.
By consistently updating your skills through LinkedIn Learning, you’re not just improving yourself; you’re setting a high bar in your professional life and proving your commitment to staying ahead of the curve.
10. Seek & Give LinkedIn Recommendations
The power of word-of-mouth should not be underestimated, especially in the professional world.
LinkedIn recommendations function as mini letters of recommendation, giving weight to your professional competencies and achievements.
Aim to secure recommendations from a diverse array of colleagues, managers, or clients who have a first hand account of your work.
Remember, specificity is key in making these recommendations impactful. Encourage your endorsers to mention particular projects or instances that illustrate your abilities.
For instance, instead of a generic “they are a team player,” a more impactful recommendation would be “they displayed exceptional teamwork in the XYZ project by coordinating tasks effectively and fostering a positive work environment.”
At the same time, reciprocate this goodwill by endorsing your connections.
This not only strengthens your professional relationships but also keeps you on the radar of your network.
LinkedIn is, after all, a social platform — engagement is critical.
11. Make Use of LinkedIn’s ‘Featured’ Section
The ‘Featured’ section on LinkedIn serves as your personal exhibition space. Here, you can spotlight examples of your work that articulate your skills and capabilities better than words.
Showcasing real, tangible work adds credibility to your profile and captures the attention of anyone viewing your profile.
You could include links to articles you’ve written, slides from a presentation, graphics you’ve designed, or even a recording of a talk you gave.
For example, if you’re a content marketer, sharing a blog post that drove significant traffic to your company’s website will highlight your content creation and SEO skills.
Remember, this section is not just a repository for your work.
It’s a dynamic space that should be updated and refreshed as you create new, impressive work.
12. Leverage the Power of Keywords
Keywords are not just for SEO — they’re a fundamental tool to enhance your visibility on LinkedIn.
Using relevant keywords throughout your profile makes it more likely for you to appear in LinkedIn searches, potentially connecting you to a host of new professional opportunities.
Start by identifying the keywords or phrases relevant to your field that potential employers or clients might use.
By incorporating these into your profile, you increase your chances of appearing in searches by potential employers looking for these specific skills.
In the end, remember that while keywords help in visibility, they should not compromise the readability and authenticity of your profile.
Your LinkedIn profile is your digital narrative — ensure it remains a genuine reflection of your professional journey.
Ready to Enhance Your LinkedIn Profile?
In the vast world of LinkedIn, standing out is an art. It’s your first impression, your digital handshake.
Remember, your LinkedIn profile can either be an unnoticed drop in the digital ocean or a vibrant beacon attracting the right professional opportunities.
So embrace these tips, inject your profile with a hefty dose of professional charisma, and watch as opportunities begin to roll in.
Sam is an Associate Editor for Smart Blogger and family man who loves to write. When he’s not goofing around with his kids, he’s honing his craft to provide lasting value to anyone who cares to listen.
Here are some tools that business owners can use to optimize their websites and bring in more revenue
Small businesses face unique challenges when it comes to their marketing operations. For one, very few have dedicated personnel to manage marketing campaigns (there may be few team members wearing many hats). They might also have limited financial resources, making it difficult to subscribe to the latest and best marketing tools.
But running a small business also has its advantages. There is often far less competition within a small niche market, and successful marketing campaigns are significantly less expensive. Similarly, amazing results can still be achieved even with a small repertoire of marketing tools.
If you’re looking to increase organic traffic to your business via Search Engine Optimization (SEO), here are some cost-effective software solutions to have in your toolkit.
1. Google Keyword Planner
Google Keyword Planner is Google’s own SEO keyword research tool. Although Keyword Planner is primarily used to identify keywords to target with Google Ads, the same data can be used to inform your organic keyword strategy for your website.
Use Keyword Planner to find keywords your target audience may be searching for, validate the search volume and competition level for each and discover related keywords that can help you reach people interested in your products or services.
Cost: Free
2. Google Search Console
Google Search Console (GSC) is another Google-hosted SEO tool, but specific to your website performance and analytics. GSC measures your website traffic, identifies site issues and allows you to monitor your ranking keywords. Sign up for GSC using your Google account, add the code to your website, and start tracking. This data will allow you to make improvements to your website that can help increase your organic traffic.
Cost: Free
3. Google Analytics
Google Analytics is perhaps the most widely known SEO analytics tool, and for good reason. For one, it’s fed by first-party data directly from Google, making it one of the most accurate analytics tools. Also, it allows you to implement conversion tracking to monitor what actions users take on your website, whether filling out a form, subscribing to a newsletter, purchasing a product, etc. You can also monitor traffic from other channels, not just Google, such as referral traffic, direct traffic or social media traffic.
Cost: Free
4. Yoast (WordPress only)
With WordPress being the most popular Content Management System (CMS), it’s only fitting to mention Yoast. Yoast is a WordPress-specific SEO plugin that allows businesses to add essential on-page elements to their sites, including meta titles, meta descriptions, keywords and internal links. Once activated, the Yoast plugin displays a score (red, yellow or green) to reflect the degree to which your website is optimized. Some alternatives to Yoast include RankMath and SEOPress.
Cost: $99 per year
5. Semrush
Semrush is one of the best “freemium” SEO software options, with a wide range of keyword research functions, site auditing features, content optimization tools and more. Like Google Keyword Planner, you can research keywords relevant to your service or product and even discover the keywords your competitors are ranking for. You can audit your site for on-page and technical SEO issues and receive an easy-to-follow report on how to fix them. Semrush also includes backlink analysis, listing management and local SEO tools, which are not available via Keyword Planner or Google Analytics.
Cost: free (limited); paid starts at $129.95 per month
6. SpyFu
SpyFu is a small-business-friendly competitive keyword research tool. Its complete SEO marketing suite includes a Pay Per Click ad analyser, robust historical data, competitive analysis tools, backlink outreach and even custom reporting. SpyFu is a close runner-up to Semrush, as it provides a range of helpful SEO features at an affordable price. However, Semrush is often the preferred option, given that it includes on-page, off-page, and technical SEO tools (the trifecta).
Cost: free (limited); $16 per month (annual plan)
7. AnswerThePublic
AnswerThePublic is not explicitly an SEO tool but rather a “search listening tool,” but it made the list because it is supremely helpful when it comes to small business content strategy. And content is one of the most important drivers of organic traffic. AnswerThePublic allows you to search for a primary keyword and discover a “web” of questions and/or topics to turn into blog posts or web pages.
For example, say you sell dog toys online; some topic ideas generated could include “Are dog toys machine washable?” or “Which toys are safe for dogs?” These might make interesting blog posts that appeal to the interests of your target audience.
Cost: Free
8. Screaming Frog
Screaming Frog is an industry-leading website crawling and log analysis tool. Its purpose is to imitate a Google web crawler, “crawl” your website and identify any issues hindering its organic performance. Such issues might include broken links (404 pages), missing page titles, oversized images, unused JavaScript and many others. Addressing these issues can help you speed up your website, make it more discoverable by real search engines, and increase your organic rankings, leading to more site traffic. Screaming Frog is best paired with a keyword research tool like Semrush to ensure a holistic SEO strategy.
Cost: free (limited); paid starts at $259 per year
So now what?
In small business marketing, the challenges are unique, often stemming from limited resources and personnel juggling multiple roles. SEO can feel intimidating, especially to small business owners facing limited technical and financial resources. However, the advantages of operating in a niche market with lower competition and cost-effective campaigns are undeniable. To harness these benefits, businesses can leverage powerful yet budget-friendly SEO tools. Elevate your small business’s online presence with these tools, turning challenges into opportunities for growth and visibility. So, dig in, get optimizing and start seeing the organic payoffs for your website.
Entrepreneur & CEO Jason Hennessey is an entrepreneur, internationally-recognized SEO expert, author, speaker, podcast host and business coach. Since 2001, Jason has been reverse-engineering the Google algorithm as a self-taught student and practitioner of SEO and search marketing.
We like to think of ourselves as rational creatures, but often our primary drivers turn out to be emotional. Here, Definition’s Kate Eggleshaw argues that smart brand strategy is emotive brand strategy.
It’s no surprise, then, that we’ve seen the fight to win customers’ hearts (and not just their minds) ramping up. From Nike to Coca-Cola, and Apple to Patagonia, you don’t have to look far to find big brands that thrive on emotional connection.
Despite its clear commercial benefits, attempting emotional connection is a strategy that should be approached with caution. Done well, it can be a powerful tool for strengthening customer relationships and engaging your teams, driving towards a ‘why’ that’s so much bigger than profit. Attempt it without credibility, though, and your efforts will fall flat.
A tale of two brands
Take Cadbury and Pepsi: two brands whose communications have attempted to drive emotional engagement with customers, with famously mixed results.
Cadbury’s drumming gorilla campaign was a masterclass in reigniting emotional connection. Following a salmonella scare, this campaign reminded customers of the sense of ‘joy’ and ‘nostalgia’ that had long been associated with the Cadbury brand, driving a 10% increase in sales despite the absence of product in the campaign. By skilfully, and subconsciously, redirecting customers to their previous positive associations, Cadbury was able to grow consumer confidence with credibility.
Contrast this with Pepsi’s infamous ‘Live for Now’ campaign. The brand attempted to carve out purpose and emotional connection by “projecting a global message of unity, peace and understanding” in a space where they had little understanding, no track record, and no credibility. It backfired in a dramatic way.
So, how do emotive brands drive commercial success as Cadbury did, and avoid that Pepsi mistake?
1. Start with the customer
As people who work with brands day after day, we can easily forget that the customers we’re targeting don’t care (or even think) about the brands we work with in the same way that we do. They care about themselves, their loved ones, and the goals that they want to reach. To really connect with them, you’ll need to gather insights that help you understand the emotions driving their decisions, and then appeal to these consistently.
Experts have identified ten high-impact emotional motivators that significantly affect customer behavior across all categories. They range from the way that people wish to be seen (“I want to stand out from the crowd”) to the way that they want to feel (“I want to feel a sense of thrill”).
Emotive brands build connection by putting the customer first. They identify the motivators that matter to their customers where their brand can play a credible role and then make sure that they help customers feel that way in, or about, themselves – time after time.
2. Have purpose, but make it relevant
Brand purpose is often seen as a tool for driving emotional connection with customers, and many brands now understand the importance of standing for something meaningful.
However, when brands mistake purpose for being about noble cause, rather than the ‘why’ at the heart of your organization, it can lead to action that lands as inauthentic, irrelevant, and arrogant (see Pepsi, or the more recent backlash against NatWest/Coutts and allegations of ‘corporate moralism’…).
Strong brand purpose is a direct and relevant extension of your products and services, and weaves consistently through your operations, as well as the customer and colleague experience you deliver. It also puts your customer first. Remember, it’s all about their emotional motivators, and how your product or service can meet them.
Nike’s brand purpose is a brilliant illustration. “To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete” is credible, relating directly to the brand’s products. It powerfully speaks to its audience’s emotional motivators and identity, and sets a clear direction for the customer and colleague experience that it delivers.
3. Keep your promises
Simple as it may sound, the key to delivering an emotionally connective brand is to do what you say you do. It might feel obvious, but when brands fail to deliver on the promises made in their communications, customers become disconnected and trust – that valuable foundation of deeper relationships – evaporates.
Your communications are just part of the mix. Whether it’s the decisions you make, the way you operate, the experience you deliver to customers and colleagues, or your products, absolutely everything that your organization says and does, internally and externally, must be aligned to your brand.
Emotional connection with customers can be a dauting, high-risk strategy, but it’s proven to deliver high rewards. Consistently deliver on a credible promise that speaks to the real emotional motivators of your audience and you’ll establish strong, long-lasting customer relationships that your competitors will struggle to break.
Let this year be where your brand’s story becomes not just told but celebrated.
The onset of a new year brings a fresh perspective, encouraging leaders to evaluate and enhance how they communicate and connect with their audiences. Brands and their leaders are presented with the opportunity to redefine and strengthen their public relations (PR) and media approaches. The new year is a time for innovation and growth, and in the realm of PR, it’s about crafting strategies that resonate with your audience and set your brand apart.
Let’s explore five transformative strategies that can redefine how you approach PR this year, ensuring your brand remains at the forefront of innovation and engagement.
1. Be proactive, not reactive
The cornerstone of a robust PR strategy is proactivity. Anticipating trends, understanding your audience’s evolving needs, and preparing your narrative well in advance can position your brand as a leader rather than a follower. However, the magic lies in balancing this preparedness with the ability to pivot.
The PR landscape is dynamic, and success often hinges on your ability to swiftly adapt to unforeseen events and trends. Your PR strategy must continuously monitor the media landscape, understand emerging platforms and identify potential opportunities or threats. It’s about having a strategic plan in place while being ready to make quick, informed decisions when the unexpected occurs. This blend of foresight and flexibility enables a brand to stay relevant and engaging in our fast-paced world.
2. Storytelling over selling
Consumers seek more than just a product or service; they crave a connection, a story they can be part of. This shift necessitates a move from straightforward selling to compelling storytelling. Crafting narratives that encapsulate your brand’s ethos and resonate with your audience’s aspirations creates a deeper, more meaningful connection. These stories should be authentic, relatable, and, most importantly, reflective of your brand’s values.
Effective storytelling in PR is about weaving a narrative that informs, inspires and engages the audience. It’s about finding the unique elements of your brand’s story and telling them in a way that creates an emotional resonance with your audience, making your brand memorable and impactful.
3. A 360-degree approach
In today’s multifaceted media landscape, relying solely on digital media can limit your brand’s reach. A holistic approach encompassing podcasts, Instagram Lives, broadcast media, and more can significantly enhance your PR strategy. Each medium offers unique opportunities and access to different audience segments.
For instance, podcasts can provide a more intimate way to convey your story, while Instagram Live can foster real-time engagement. This diverse approach ensures a more comprehensive and impactful reach. A 360-degree approach also means integrating your PR strategy with other marketing efforts, ensuring a consistent brand message across all platforms. It’s about leveraging each medium’s strengths to create a cohesive and far-reaching brand narrative.
4. Think beyond the press release
While the traditional press release still has its place, today’s PR landscape calls for a more creative approach. It’s about breaking the mould and finding innovative ways to share your story. This could mean crafting immersive digital experiences, collaborating with influencers in unique ways, or leveraging emerging technologies to create engaging narratives.
The key is to think outside the box, offering your audience something fresh and unexpected, which in turn can generate more interest and coverage. It’s about creating content that not only informs but also entertains and engages your audience, making your brand stand out in a crowded media landscape.
5. The power of delegation
Hiring a dedicated PR team is a game-changer for any business looking to elevate its public image. The complexity and nuances of modern PR require specialized skills that only a dedicated team can provide. A PR team allows the brand to have experts solely focused on PR, ensuring that each campaign is well-crafted and aligns perfectly with the brand’s overall goals and image. This dedicated team becomes the brand’s storytellers and reputation guardians, adept at navigating the ever-changing media landscape and adeptly crafting the brand’s presence in the public eye.
Let this new year be the moment you ignite a transformative journey in your PR endeavors. Envision your brand not just as a participant in the market but as a trailblazer, setting new standards in how stories are told and connections are made. Let the passion for your brand fuel innovative strategies, and allow the expertise of a dedicated PR team to amplify your voice.
Hannah Cranston is CEO of HCM, a PR & communications agency that helps changemakers share their story with the world. HCM’s clients have run for President, developed a TV series, created a YouTube channel with millions of followers, interviewed the top business leaders in the world, and gone viral!
The results show that AI is a logically a big focus, while maximizing shrinking ad budgets, and customer retention, are also significant considerations.
And of course, LinkedIn remains the leading platform for many B2B industries.
You can check out the full results in the below infographic.
Instagram has announced several updates across photos, carousels, Reels, Stories, and insights.
What’s New
Text to Speech: 10 new text-to-speech voices in English are now available in select countries.
Filters: New filters for photos and carousels featuring different styles and tones.
Text & Font Styles: New text fonts and styles for Stories and Reels.
Custom Stickers: Users can create custom stickers from their photos, videos, or eligible content across Instagram.
GIF Clip Hub: A library featuring clips with audio from movies, TV shows, and more is now accessible.
Improved Insights: Reels insights have a new metric in Replays (the number of times a Reel starts playing again after its initial play). In addition, the definition of Plays has been updated to include Initial Plays (the number of times a Reel starts to play for the first time in a session) and the addition of Replays. An interactive Retention Chart will soon be added, providing insights into how many people watch a Reel moment-by-moment.
The Momentum Continues
Instagram maintains momentum by delivering a new set of valuable updates for creators, following last week’s marathon of releases for Reels. This time, Instagram addresses multiple experiences across the platform, but Reels is still the main focus.
New Ways for Creators to Express Themselves
New additions like text-to-speech voices, Custom Stickers, and the GIF Clip Hub empower creators with new options to express their creativity, both visually and audibly, making their content more engaging. The GIF Clip Hub is notable as it may lead to more meme-style Reels, especially for creators who review shows, movies, or comment on pop culture.
More Accurate Tracking for Reels Performance
The updates to Reels insights are noteworthy. This adjustment means that creators will now see higher metrics for Plays, as Replays are now included in the count. For brands collaborating with creators on sponsored Reels content, this translates to more accurate tracking and the potential for higher views for influencer marketing campaigns during reporting.
Both creators and brands gain a more comprehensive understanding of Reels content performance, utilizing metrics like Replays to distinguish content that garners repeat views from one-time engagements.
A Renewed Focus on Photos
In a departure from recent trends, Instagram’s launch of filters for photos and carousels suggests that it is dedicating more time to its core content format – photos, even though short-form videos remain the main priority. Another example of this shift is seen in photos being incorporated as part of Instagram’s new test of invite-only Holiday bonuses. Creators can monetize based on the number of views their photos receive, in addition to Reels.
The convergence of ecommerce with social media influencers creates a dynamic symphony of trust, engagement, and sales.
The digital revolution in ecommerce has brought forth numerous innovations, with the role of social media influencers standing out distinctly. These online mavens, each with distinct flair and following, are crafting a new narrative in online marketing. Central to this transformation is social commerce, an innovative strategy that weaves shopping into the tapestry of social media.
Unpacking the phenomenon of social commerce
Social commerce signals a paradigm shift in how consumers experience online shopping platforms. Rather than the traditional browsing and searching, it offers a richer, more engaged shopping journey. Modern consumers, especially those in the millennial and Gen Z demographics, are tightly intertwined with their social media accounts. Platforms like Instagram, TikTok and Facebook aren’t just for entertainment; they serve as lifestyle compasses, guiding users in everything from pop culture to shopping choices.
In this digital landscape, influencers have carved a niche for themselves. Their content, genuine and relatable, shines bright amid the bombardment of traditional advertisements. When these influencers vouch for a product, it’s seen not as a sales pitch but as a sincere recommendation. Augmenting this is the allure of convenience that social commerce brings. The process is incredibly streamlined; one can spot a product on a post or story, swipe or click on it, and be led directly to an online checkout. The entire experience is swift, smooth, and satisfying.
The inimitable role of influencers
At the core of the social commerce machine are influencers. These individuals, with their varied followings, are more than just digital personalities; they’re pillars of modern marketing. Unlike celebrities who might endorse various products, influencers are selective, ensuring their endorsements often stem from personal experiences and align with their brand. This selective approach, combined with their domain-specific expertise, makes influencers trust magnets.
For instance, a beauty influencer’s tips on skincare are valued because they’re backed by experience, while a tech influencer’s gadget review is awaited for its depth and authenticity. Additionally, influencers prioritize engagement. Their interactions aren’t limited to broadcasting content. They chat, conduct polls, share snippets of their lives, and create a shared digital space with their followers. This two-way communication fosters a bond, a digital kinship that’s deeply valued. Another feather in their cap is their expertise in visual content. In an age where visuals dominate, influencers, with their compelling images, videos and stories, hold their audience’s rapt attention.
Strategic collaborations for mutual growth
The collaboration between brands and influencers is multifaceted. There is sponsored content, where influencers create posts or videos infused with their personal experiences with products. While promoting, they ensure transparency, often tagging these as #ad or #sponsored. Then there’s affiliate marketing, a performance-centric approach where influencers reap rewards based on the sales generated via their unique links.
Some collaborations transcend regular promotions. Think of a renowned beauty influencer launching a limited-edition product line with a major brand. Such initiatives blend the influencer’s personal brand with the product, promising authenticity and unparalleled quality. Beyond these, some brands envision a longer journey with influencers, turning them into brand ambassadors. This deep relationship ensures that the influencer becomes an enduring face and voice for the brand.
Enduring impacts and considerations
The synergy between brands and influencers leads to tangible benefits. Enhanced brand recall, exponential growth in sales and spikes in website traffic are common positive outcomes. On the trust front, influencers act as a bridge, lending their credibility to the brands they endorse. However, like all strategies, this one isn’t without pitfalls. Over-commercialization can dilute an influencer’s authenticity.
Moreover, ensuring that the influencer’s personal brand aligns with the corporate brand is crucial. Then, there’s the challenge of measuring the intangibles. While metrics like clicks, views, and sales are straightforward, quantifying trust or brand perception remains nebulous. It’s also crucial to remember that influencer marketing isn’t an unregulated frontier. Clear guidelines, especially about disclosures, exist, and both brands and influencers must adhere to them to maintain credibility and avoid legal pitfalls.
Conclusion
The convergence of e-commerce with social media influencers creates a dynamic symphony of trust, engagement, and sales. For consumers, it offers a shopping experience that’s rich, trustworthy, and interactive. For brands, it’s a golden ticket to visibility and authenticity in a crowded digital marketplace. Looking ahead, with innovations on the horizon, this partnership promises to redefine the retail landscape further. In a rapidly evolving digital world, the bond between e-commerce platforms and influencers is beneficial and essential. They aren’t just changing the game – they’re crafting a new one for the next generation of online shopping.
Founder & CEO Benevolent by nature, Kartik is a diverse man of diverse and unpredictable choices, a serial entrepreneur. One may find him not just reading stoics or seizing the present like jumping off a plane. He is pro skydiver/licensed scuba. He doesn’t speak in hypotheticals and lives life by doing.
Stop following SEO strategies that don’t work. Discover the five essential SEO tips you need to grow your small business.
Many small businesses often struggle to attract quality leads to their website. That’s because there’s a common misconception that you need a big budget for advertising, which leaves many entrepreneurs feeling trapped and unsure of how to improve their digital presence.
The truth is that search engine optimization (SEO) can help you get consistent leads without having to pay a ton of money for advertising. SEO is a great way for your content to rank well on search engines, thus establishing your authority and improving online visibility.
And yet — some business owners shy away from SEO because it seems complex, and they don’t have time to learn all about it. Luckily, you don’t have to.
In this article, I’ll tell you about the five most beneficial things you can do to leverage SEO to grow your business. Let’s dig in.
1. Create quality content
Your website is an information hub that search engines analyse to determine whether it’s relevant to users. This means that if you want to establish topical authority and secure a good ranking on search engines, you need to create quality content.
For example, if you run an accounting agency, your website should have a blog section covering the most important topics about accounting. That way, search engines see you as an authority in the industry, which increases your chances of ranking high for relevant keywords.
So, what does quality content look like?
Quality content should be relevant, addressing the questions and needs of your target audience. It should also be deep, offering insights and solutions that showcase your expertise and match user intent.
Your content should also be engaging and valuable. You can achieve that through user-friendly storytelling, recent and trustworthy data, interactive elements, good visuals or thought-provoking discussions.
Poor-quality content is a short wall of unstructured, uninformative text with excess keyword stuffing, no visual elements and a lack of any benefit to the reader. Publishing this type of content brings no value to your business.
2. Use guest blogging
Backlinks are crucial to your website’s authority and ranking because they help establish credibility with search engines.
When other factors like content quality and user-friendliness are equal, search engines perceive a website with a higher number of quality backlinks as more authoritative and trustworthy. Essentially, backlinks function as endorsements from other websites, signaling to search algorithms that your content is valuable and relevant.
So, how do you get backlinks?
One practice you can use to acquire backlinks to your website is guest posting. It allows you to contribute well-crafted, insightful content to reputable websites in your industry, giving you a chance to position yourself as an authority.
Guest blogging has multiple benefits: It allows you to showcase your expertise in front of more people and helps you build backlinks. That’s a perfect way to boost your online visibility, outrank your competitors and attract a broader audience to your digital domain.
3. Create service landing pages
Service landing pages are dedicated sections on a website that provide detailed and focused information about specific products or services a business offers. They help support targeted marketing efforts and improve overall user experience.
Each service page presents an opportunity to optimize for specific keywords related to that offering. That allows you to match the user’s search intent and contributes to your overall SEO strategy.
Navigating a website becomes easier when visitors can easily find detailed information about the services they are looking for. Service pages streamline the user journey, reducing bounce rates and increasing engagement. They guide potential customers from exploration to engagement.
What does a service landing page look like?
Let’s say you are a personal injury lawyer looking to boost your SEO. Your service landing pages should be about slip and fall injuries, automobile accidents and workplace injuries. That provides quick and valuable information to people looking for these services and improves your visibility on search engines.
4. Create location landing pages
Location landing pages are designed to provide specific and localized information about the products or services a business offers in a particular geographic area.
They are crucial for businesses serving multiple locations because they improve local SEO efforts, offering a tailored approach that caters to the unique needs and search intent of users in a specific area. Dedicated landing pages for each city or region improve online visibility in local search results and provide a more personalized experience for potential customers. This increases the likelihood of successful conversion.
For example, a small personal injury law firm based in Texas would benefit from having location landing pages for cities like Dallas, Fort Worth, Arlington, Plano and Irving. Creating these unique pages on the website tailored to the legal needs of residents in each city can significantly improve local SEO efforts.
5. Improve website experience
In 2023, user experience impacts how well your content ranks on search engines. That’s because Google and other search engines want to ensure their users are satisfied with search results, which is why they go for solutions that are simple, quick and accessible.
Here’s how you can improve your website experience for your visitors:
Create strategic CTAs to guide users in their journey
Optimize content readability
In 2023, you don’t need a hefty advertising budget to grow your small business. All you need is to be strategic with your SEO efforts.
Creating quality content, service landing pages and location landing pages helps you set a good base for your SEO. Guest blogging and optimizing your website experience can help take your SEO to the next level.
Use these five strategies to transform your digital presence and grow your business.
Founder at MintSEO. Nick Zviadadze is a growth marketing specialist with more than eight years of experience in SEO, copywriting and content marketing. He’s the founder of MintSEO, a fully-remote SEO and content marketing agency. He helps businesses drive growth by improving their search visibility.
