For decades, “experts” in marketing have touted the idea of hiding your pricing and highly discouraged clearly publishing prices online. The thought behind this— you want to be able to engage with as many potential customers as possible and by getting them to reach out and ask for your pricing, you have more potential leads.

Seems logical, right? Who doesn’t want more calls? But in 2021, we believe there are other more important factors to consider.

The Death of the Phone Call

In short, most people simply don’t want to have to call and ask questions in 2021. We’re sure you’ve seen plenty of memes about how much people hate talking on the phone. This alone can tell you the current climate of our society, which bleeds over into business as well.

According to research conducted in 2017, 88% of consumers will price shop and compare products online before engaging directly with a business or making a purchase. People want to visit a website and get all the information they need in one place to make an informed decision. No one wants to experience the awkwardness of admitting they can’t afford a service after asking for the price over the phone.

The bottom line is, if your website says “Call for Price,” you are immediately losing out on a ton of potential customers who will just hop over to a competitor’s website that offers more information.

Not to mention, today’s consumer has a very short attention span… so even if they are willing to call for price, there’s a high chance that they’ll get distracted by an incoming text or email before they ever get to the actual phone part of their phone. Needless to say, the chances that they’ll remember to call after that are even slimmer.

The “Unaffordability” Assumption

You may be nervous to put your pricing on the website for fear of losing potential leads, but we happen to think you may lose a lot of potential customers by NOT adding it.

Did you know that when you don’t publish your price/range on your website, that will automatically cause many potential customers to believe that you’re out of their budget? Yep. It’s a real thing— fear of the unknown.

When people can’t find the price, they often assume the worst. They often think your services must be targeting wealthier people who don’t consider price as highly in the purchasing process. Hiding your prices may be scaring away more potential buyers than providing it upfront.

Don’t Waste Your Time

A new lead comes in! After going back and forth over several emails, coordinating a time, holding a discovery call, and preparing a proposal… you find out they were never going to be a potential client for you. You were always going to be way out of their budget. Sound familiar?

The truth is, not everyone is in your target market. Some people will want the service cheaper than you offer, while others need something more complex and expensive.

So instead of spending time filtering through incoming “leads” that will never fit in your range of services, spend your time more productively. There’s not a single business owner that doesn’t need more time!

Putting a price (or at least a price range) right on your website saves you the hassle of hours of work that only ends up frustrating you in the long run.

When people see your prices and know they can’t afford your services or products, they will likely never request a meeting or discovery call. You didn’t lose a good lead, you saved yourself a lot of hours and frustration.

Build Trust with Your Audience

Upfront pricing also builds brand trust, so be confident in your pricing! Learn your target market like the back of your hand so you can more easily find them, or better yet, help them find you.

Who are they? What do they do? What’s their budget range? If you’re the cheapest around, the complex high-end client may not be in your target audience. Or if you’re the most expensive, budget shoppers won’t bite. Remember— not everyone is going to be your target audience, and that is okay.

But by giving a price range upfront, you build trust with your target audience because they can self-qualify that they are in your target market before they ever contact you the first time.

How to Handle Custom Services or Products

Sometimes you can’t list your prices, because your services are fully custom and each person gets a customized quote based on what they need from you. We totally get that, because that is how our agency works, too. In this case, we recommend providing a price range or a “Starting at…” on your website.

You don’t have to put all your price customizations, but just give a general range or starting point. You can even include the caveat that the prices are subject to change based on the amount of customizations/work/client allowing yourself room to negotiate a fair price for each service or product.

For example, on our site, we state that our fully custom and SEO optimized websites start at $4500. However, depending on the client’s needs and customizations, it could get much higher than that. That said, if someone is just starting a business and is looking for a $500 Squarespace site or the equivalent, they already know that we would not be a good fit. And that’s okay!

That saves us time and energy to put into the businesses who do want and need what we have to offer.

Final Thoughts

The bottom line is most potential customers want to know your pricing up front, or to at least get a ballpark figure, by visiting your website.

You don’t really want to spend time convincing people on the phone to work with you when they really can’t afford to or don’t see the value in what you offer! Trying to convince anyone to become a client is something you can choose to avoid by being open with our price range on your website.

Here’s our advice— Own your value and add your price or price range to your website. The right clients will come along.

In recent years, landing pages have become a marketing staple, and we think it’s definitely for a good reason.

Did you know that according to Marketing Sherpa, approximately 68% of B2B businesses use links to generate leads, but 44% of these clicks are directed toward home pages, not landing pages, which honestly, is good news for those businesses actually using landing pages.

If you’re only sending traffic to your homepage, you may be missing out on a huge opportunity. And after reading this, we hope you’ll go ✨ cRaZy ✨  creating killer landing pages, one for every keyword you can think of. Here’s why:

What is a Landing Page?

A landing page is a single web page that focuses on one specific sales or marketing goal in hopes to get a higher conversion. Simply put, a good landing page is a tool to, well, funnel website visitors down your sales funnel more efficiently… It also creates the opportunity to individually track the success of a certain product, sale, or even set of keywords.

Why Create a Landing Page?

A landing is a great way to drive web traffic, improve SEO, and build your brand. Instead of crossing your fingers and just hoping people find your awesome new product or discount service somewhere on your website homepage or services pages, you can create a landing page dedicated solely to one main CTA— whether it’s to purchase, subscribe, join, or something else creative you’ve come up with!

However, despite their high popularity and the success they can potentially bring, landing pages don’t always perform as well as expected. But why? As with everything, there are good and not-so-good methods for creating a landing page.

What Are the Elements of a High Performing Landing Page?

Let’s take a look at the 6 most important elements of a successful landing page that actually converts:

1. Write A Great Headline

A great headline is what convinces a visitor to stay and learn more about your product or service — or, not… We all know attention spans are shorter than ever. So take the time to think of a headline that will instantly engage your audience.

A great headline:

2. Provide a Super Clear CTA

This is arguably the most important element to a successful landing page. It’s what ultimately converts landing page visitors into customers. Here are our biggest CTA tips (pun intended):

  1. Make it big – When they say “the bigger, the better” they’re talking about CTAs… we think…
  2. Use a button – This isn’t where you want to get creative. Stick with what works. People know exactly what to do when they see a button.
  3. Use a contrasting color – Make the CTA button bold. But not only that, make it a different color than the rest of the page’s design.
  4. Make your copy compelling – The actual CTA copy is the most significant copy on your entire landing page. Don’t just say, “Learn More” or “Purchase.” We beg you!

3. Use Eye-Catching Visuals

Don’t fall into the trap of grabbing a quick and easy stock image thinking that will work for your landing page. If you really want the page to convert customers, take the time to find visuals that will leave a lasting impression on your page visitors.

Pro tip: Choose an image that complements the headline & further explains the product or service.

4. Focus Your Content Message

Before you create your landing page, take some time to research what keywords people type in when they’re searching for solutions to the problem that your sale, product, or newsletter can solve.

After that, determine your goals. Are you looking to grow your email list? Promote a new product? Promote a discount on a service?

Once you have your key words and goals set, think about what your message will be. How can what you’re offering solve someone’s problem?

Keep in mind: your landing page should have one clear focus, one clear message, and one clear pathway to conversion. Don’t get over-zealous and share other products/services, or anything more than what is needed to meet your initial goal on your landing page.

5. Tailor It For Individual Audiences

If you have the resources to do so, we highly recommend customizing landing pages for different audiences. If you have a great offer and have been promoting it well, you will most likely get traffic from different sources, and your visitors will have varying levels of a) interest and b) knowledge of your product or service.

For example, a user that clicks on your landing page from a social media ad would definitely not be as familiar with your brand as someone who clicked a link from your monthly newsletter, and they would more than likely not be as motivated to buy as someone who specifically searched for what you offer and found you on Google.

6. Utilize Analytics & Tracking

We highly recommend adding UTM codes to links to your landing page, or even other types of conversion tracking, so that efficiency can be monitored.

A UTM code is text added to the end of a URL that allows you to track visits to that specific URL. They’re a great way to track how many clicks came from social media posts, emails, or pay-per-click campaigns and to figure out what avenues work best for driving traffic to your landing page.

Final Thoughts

A high-converting landing page is a great marketing tool that can significantly increase conversions and ultimately scale your business.

Putting in the extra time and effort it takes to make an outstanding landing page can bring a huge ROI. After all, a landing page is a place specifically created for customers to click & buy (or sign-up for) what you want them to!

So this is a big deal! Don’t take it lightly.

We’d love to help build your next successful landing page! Let’s chat.

In case you missed it—the CDC recently announced that all fully vaccinated citizens are now allowed to be mask-free indoors and outdoors. It’s truly starting to feel like the “new-normal” we’ve waited so long for has finally arrived. If you’re anything like us, you’re ready to get out of the house and experience the world around you again.

One thing that’s abundantly clear is—life will never be the way it was pre-Covid again. And the same is true with small business! Both consumers and employees have a new set of motivators and expectations.

If your small business isn’t preparing for change and making adjustments to your business model now, you could be left behind. It’s time to learn from the lockdown.

That said, we’ve compiled a few tips for a smooth transition into this new way of life:

1. Working Remotely is Here to Stay

Before COVID, most people were fully content and accustomed to working exclusively in-office. However, the last year changed perspectives in a big way. At the beginning, working from home seemed daunting and even lonely, but a year later, we’ve all seen the benefits of working remotely. According to a survey by the Pew Research Center, more than half of employees said that, given the option, they would want to keep working from home even after the Coronavirus crisis subsides. As a small business, it’s important to set up a work-from-home process that clearly defines daily work goals and guidelines to ensure productivity. Giving your employees the option to continue working remotely will not only increase morale, but you’ll also save a ton of money on workplace expenses.

2. It’s Time for a New Social Media Strategy

Old-school marketing channels have become less effective, while connecting with potential customers via LinkedIn and other social media networks is more of a priority than ever in 2021. As the mood and behavior of your audience has changed over the last year, your social media strategy needs to buckle up and do the same.

The biggest mistake we’ve seen is an unwillingness to change the overall tone of social media posts. Currently, the more in-your-face, aggressive sales pitches on social media are doing more harm than good in this post-pandemic world. During this stressful time, people are looking online for connection, fun, and uplifting content. It’s become less important to sell your product on social media and more important to sell yourself and the community you’ve built.

The technical term for this is “Inbound Marketing,” a method that appeals to customers because it doesn’t make people feel like they’re being sold to. The content provided by inbound marketing is both educational and entertaining. It adds value to your audience. And when done correctly, inbound marketing can result in dramatically better results than traditional marketing because it provides consumers with an open invitation to engage and learn.

When consumers find your company this way, they are more likely to have a positive attitude toward your business, which increases the likelihood they will become future customers. The best part? Inbound marketing consists of entirely organic leads, so it relies on brains rather than budget. Once you’ve given people something they feel deserves their support and trust, the revenue will follow suit. (Pro tip: it doesn’t happen overnight, but keep at it. Eventually, you’ll start to see a snowball in conversions.) Brands often jump on trends late or miss the point all together. We get it. It takes a great deal of social awareness to hit the mark and not end up looking like this guy…

3. Video Marketing is More Profitable than Ever Before

Since 2020, video has been the content format most likely to get more views and sales. This doesn’t mean you should start posting commercial-style sales pitch videos every day. (Please don’t do that.) Instead, for the absolute best engagement on social media right now, we suggest providing content with added value that educates and informs, while still being entertaining. Sounds easy, right? No?

It’s always been true, but now more than ever, quality content is what brings people together. If you provide good quality content, your audience will share and talk about it, and it’ll lead to huge increases in community trust around your business. You can’t force genuine communities to form around your brand and products, but there’s so much that can be done to help increase your chances.

Other forms of video marketing such as virtual events, webinars, and live streams will bring audiences together to learn about your products or services. These forms of digital marketing allow you to talk directly to your customers and answer questions on the spot, all while putting your unique brand voice and personality on display. This method also allows you to get your employees involved. Giving them a chance to advocate for your product or service will not only create personal connections with your target audience, but also motivate your employees by giving them a voice. By addressing any customer concerns and questions on the spot, you create a network of people who will trust and be loyal to you. Win-win-win.

4. Your Website Probbbbbably Needs an Update

If you’re still using a basic website that only has pictures, an address, and a description of your company…it’s definitely time to level up. (Alexa, play Ciara.) More than ever before, people are looking for the convenience of being able to order their lunch, clothes, car services, and just about everything else online.

For example, when Covid initially hit, brides-to-be were still desperate to find the perfect dress for their small COVID-friendly ceremonies or elopements, but due to restrictions, in-person fittings were no longer an option. A local bridal shop in Greenville quickly adjusted by offering virtual fittings and because of that, they were able to cater to so many people that they wouldn’t have otherwise been able to.

Even when it’s not so black and white, like a clothing store beginning to offer online ordering and shipping, there’s pretty much always a way to improve how you’re doing business online. Take a look at your services and ask yourself: Is there a creative way to allow more people to patronize your business without having to be in-person? If your business is a restaurant, this could mean offering deconstructed meal kits to cook from home or virtual wine tastings where the sommelier mails out all the wines that will be tasted ahead of time. If your business sells any products that could be ordered and shipped online, it’s time to transition from a traditional website to an e-commerce website (and we can help with that ????).

5. Cleanliness

We can all agree that we’re seeing cleanliness in a new light after living in a pandemic for over a year. It really doesn’t matter the type of business, people are just more aware of cleanliness and we think (hope) this will be a permanent effect! We think it’s necessary for every business to create and enforce new processes for staff cleaning with specific daily expectations and sign-offs in 2021. Even better, if hiring a cleaning staff is feasible for your business, we highly suggest it. Sanitation can have a massive impact on your Google My Business ratings and will directly affect how often and high up you’ll show up in searches, which in turn affects patronage and revenue (and so on and so forth).

Final Thoughts

Like it or not, the COVID-19 pandemic has made lasting changes to our world and the way we do business. Marketing is just one of the many things that will never be the same after the Coronavirus, and denying it may do you a lot more harm than good. So why not embrace the change head on?

With so much of the world shifting even more time and attention toward social media, small businesses have to do the same. It can’t just be moving old strategies to new platforms, it’s about rebuilding campaigns from the ground up to utilize and make the most of all the new social media features.

It’s time to apply your emotional intelligence to create compelling social posts and to nurture communities based on value and trust. And if something’s not working, use data-driven analytics to tell you when to change your path. It’s a challenge, but by following these strategies, we believe you can reach new levels of success in this post-Covid world we’re all navigating together!

Almost everyone we know jumped into the Christmas spirit a bit early this year. Because let’s be real… 2020 just needed the extra days of cheer! ????

Speaking of Christmas cheer, finding the perfect gift can sometimes be well, the opposite of cheer… but we’re here to make it as easy and fun as possible.

2020 is the Year to Shop Local

Plus, we’d be remiss if we didn’t mention that we’ve lost some of our very favorite local businesses in 2020, like The Chocolate Moose, Husk, Dark Corner Distillery (store front), and so many more. And there are still so many small businesses that continue to struggle after the shut down, so we think it’s the perfect time to band together and support local Upstate businesses this Christmas instead of big-box or online stores.

So, we compiled a list of local businesses that offer great products and fun experiences here in the Upstate. We promise you’ll be able to find something for everyone on your list, whether it’s your sweet little niece or your impossible-to-shop-for mother in law. ????

Gifts Under $50

For Her:

Mercy Verity Candles – These are hands down the BEST candles.

Given Goods – Fair trade & cause conscious clothes, jewelry, gifts, and more.

Southern Girl Chic Boutique Items – We love this local boutique!

Psalm 91 Studio Jewelry – Give the gift of local, handmade jewelry!

For Him:

Oxford Barber Giftcard or Grooming Essentials – His hair and beard will be on point in 2021.

Billiam Jeans – Get him a GVL hat or beanie… or even a custom pair of jeans.

The Cigar Boxx – Their cedar humidor is filled with small boutique and specialty cigars. Plus they have a private smoking lounge.

Savereign – Hey, guys like plants, too. Get a good one for your proud #plantdad.

For Anyone:

Buena Onda Games & Other Mast General Store Items – Buena Onda games are fair trade & support the Mayan people in Guatemala. Plus they’re tons of fun!

Local Stature – Laser cut wood maps, coasters, and ornaments with all of your favorite places around the world.

Dark Corner Distillery Spirits – Their storefront closed, but you can still support them by shopping online!

Experiences:

Greenville Zoo Membership – Help support the zoo and give your family the gift of experiences together!

Smash Room Experience – Get out some of your 2020 rage!

Hollowed Earth Pottery Classes – Learn a new skill and make your own coffee mugs! Win-win.

Urban Air Membership – Your kids are gonna love this.

Gift Cards At Any Price:

Unlocked Coffee Roasters – We love this new coffee shop & coffee beans under the tree…

AO- The Space Salon & Spa – Sometimes the perfect gift is some relaxation.

Monogram Concierge – Give the gift of time & help. (Great for that mother-in-law who has everything!)

Sidewall Pizza – Pizza. Need we say more?

Kuka Juice – For your vegan friend!

Willy Taco – Tacos make the perfect gift.

13 Stripes Brewery – For the beer lover in your life!

Conclusion

This list is by no means exhaustive. There are SO many great small businesses here in the Upstate, and we like to think that’s one of the many things that makes it so great. As we wrap up 2020, let’s keep killing COVID while we keep small businesses alive! Come tell us your small business gift ideas here.

If you’re a business owner, you probably know Google reviews are important, but you may not know how to get them.

If you’ve been stumped about how to get more positive Google reviews, we can help! We’re breaking down not only how to get more Google reviews, but also why you need them.

The Benefits of Positive Google Reviews

According to a recent study, 54% of consumers said that the average star rating is the most important factor when researching a company, while 46% consider the quantity of reviews as the second most important.

Google reviews are basically modern-day word-of-mouth advertising. They’re trust indicators for many online buyers, so in short, the higher quantity and quality of Google reviews you have directly translates into higher credibility for your business.

As you get more positive reviews, you should start to see several benefits for your business, such as:

How to Get More Google Reviews

Are you ready for the big secret? There are two extremely important steps to get great Google Reviews. Here they are:

1. Provide a Great Product or Service.

2. Ask for a Review!

That’s it. That’s the big secret. Seems simple enough, right? ????

Most consumers tend to be passive when it comes to leaving reviews, especially positive ones. Online shoppers are far more likely to leave a negative review if they have a horrible experience! So, if a business has hundreds of positive reviews, that probably didn’t happen naturally, they just simply took the time to ask for them.

So, if you provide a great service, you may just need to give your loyal customers a little nudge, and when you do, the majority of them will be more than willing to leave you a positive Google review!

Who Should You Ask for A Review?

Before you dive in head first and ask anyone and everyone in your database to leave you a review, stop and find your biggest brand advocates and most loyal customers first.

Once you have those initial reviews, you can spread out your “ask” to the rest of your database over several months. It’s important to mention that if you go from 0 to 100 reviews in a week, Google will flag this ‘unusual activity’ as potential spam, and it may hurt you more than help. So, play the long game and it’ll benefit you in the end!

How to Curate Your “Ask”

1. Keep it Simple – It’s no secret that people are less likely to read longer emails, so if you really want your audience to get to the CTA, keep it short and sweet!

2. Be Specific – If you want 5-Star Google reviews, ask for that! If you want Facebook reviews, ask for that. Be as specific as possible to get the results you’re looking for.

3. Show Appreciation – Make sure to thank your customers for patronizing your business. Let them know how much they mean to you! And don’t forget to thank anyone who gives you a great Google review, too.

4. Create an Easy Link – Don’t expect people to leave their email app, open a browser, type in “Google,” find your business, and click “Write a Review” on their own. That’s way too many chances to lose them in the process. ???? The fewer steps the better. Did you know you can actually provide them an easy link to click and leave a review straight from your email? It’s true. Here’s a quick how-to for that.

How to Handle Negative Reviews

We know what you’re thinking— What happens if you ask for reviews and get negative ones? That’s a legitimate fear… and the reality is, it’s somewhat unavoidable.

So, if you do get a negative review or two, don’t panic! We’ve got you covered. Check out our blog on how to manage negative reviews here.

Conclusion

If you’re not currently asking for Google reviews, it’s definitely time to start! It’s an easy way to increase your online visibility and conversions.

How much time should you spend getting good reviews? Simply decide how important they are for your business… and that’s how much time you should spend getting them. And we think they’re pretty important. ????

As always, if you need help with consulting on any marketing topics, or if you need to outsource email marketing or a Google review campaign, we’d love to chat!

A brand is so much more than a color palette and a memorable logo. But what exactly a “brand” is can be confusing to a lot of people, even business owners. We get it. It’s definitely an elusive topic.

We’ve talked a lot about branding on our blog in the past—topics ranging from choosing the right name for your brand and crafting a compelling brand story to making your existing brand more memorable. But maybe you’ve been around for a while and you’re feeling like it’s time for a refresh or rebrand. Rebranding is a common task many businesses have to take on, but knowing whether and when rebranding is right for your business can be critical to your success.

What is Rebranding?

But what exactly IS a rebrand? There are a couple of different levels of rebranding—partial rebranding and full rebranding. A partial rebrand is more common for companies, while a full rebrand is rare, costly, and should only be done if absolutely necessary.

Partial Rebrand – Partial rebrands usually mean updating the company’s logo, tag line, color palette, focus, etc. This can be relatively easy because it doesn’t change the core of the company. It simply alters the company’s appearance.

Full Rebrand – On the other hand, a full rebrand can sometimes feel like starting a completely new business. A full rebrand can include things like changing the company’s name and/or what the company offers. This is far more disruptive to customers and can endanger the progress you have made so far if you don’t get it right.

Do I Need to Rebrand?

There are many different scenarios where you might realize a rebrand is necessary, whether it be confusion about what you actually do, outdated or underwhelming style, offering a new service or product that doesn’t make sense with the original brand, or merging with another company (to name a few).

So whatever you’re going through that has you thinking about the possibility of a rebrand, we’re here to help. Sometimes a rebrand is definitely necessary, but sometimes maybe it isn’t worth the effort and cost. Here’s our two cents on when to and when NOT to rebrand. Shall we?

When to Rebrand

  1. Confusion About What You Do/Offer – If you consistently receive questions about the products and/or services you offer, you may want to rebrand. Ideally, your target audience should get a sense of what you do from your brand and be drawn to you before ever contacting you.
  2. New Service Or Product Offering – If you offer a new service or product that doesn’t make sense under the original brand umbrella, that’s a great time to rebrand.
  3. Recent Merge With Another Brand – When two companies merge, or one acquires another, there are many important decisions to make. It’s critical to assess both previous brands’ values to determine the best options.
  4. Outdated or Underwhelming Style – Style trends are always changing, so don’t feel like you need to change with every ebb and flow of trends. However, a style refresh is definitely recommended at certain increments along with the evolution of your audience, society, your company, and style.

When NOT to Rebrand

  1. To Copy Your Competition – Just don’t do it. It’s important to remember that it’s a GOOD thing to differentiate from your competition, not just follow everything they do. If you don’t have something truly unique to offer, your chances of success are going to be low. Elevate what makes your company unique and communicate that with your brand.
  2. Just For The Sake Of It – All companies, no matter how successful, need to find ways to be fresh and relevant to remain competitive. However, a rebrand can be costly and can cause confusion with your customers.
  3. Negative History – You’ll hear a LOT of marketing professionals say this IS a time to rebrand. But hear us out. If you are an ethical business owner who has a great product or service and you have a negative incident that happens, that’s an opportunity to build on your brand, not just start from scratch. Most often, the best thing you can do is own your mistakes, grow, and do better. To us, rebranding feels like hiding from your mistakes, and we’re not about that life.
  4. You are Overexposed – We run into this all the time with our clients and in our own business. We look at our brand collateral, website, social media, and logo all. the. time. so it’s easy to feel overexposed to it. But just because you’re overexposed to or even growing tired of your brand doesn’t mean everyone else is!

Conclusion

If you’ve thought it through and have a legitimate reason for a partial or full rebrand, it’s important to do it both slowly and intentionally. Developing a rebranding strategy will help you successfully recreate the way customers view your brand without risking your existing momentum and/or relationships. If you thrust change upon your customers, you run the risk of them becoming confused or even resentful. Some may be really excited, but the truth is most people don’t like change. So if you do want to make a change, make sure you have a valid reason and a plan.

As always, we’re happy to answer any questions you might have. We’d love to help you with your next steps.

We’ve written a lot of blogs on many different topics, but if we take a step back, the majority have one overarching theme— don’t always just solely believe your own gut. Get others in on your ideas. Say things out loud and trust others’ feedback. Hold your business ideas loosely so if you do a case study and it becomes clear you need to change something, you can be open to actually doing it. Not everyone is as close to your business or industry as you are, so they just simply may not “get it” in the same way you do. So having outside feedback can really help.

All of this couldn’t be more true for today’s topic— naming your business. We know a business is deeply personal, we get it. Trust us. But when coming up with your business name, it’s sometimes best to check feelings at the door, especially if you’re dead set on a name and haven’t exactly gotten any opinions on it yet. Because at the end of the day, you want a business name that will be the absolute best representation of your business and get the best name recognition right? Of course you do! So let’s get to it, shall we?

1. Figure Out Your Ideal Customer

A great exercise, before trying to decide on a name, is to create a list of values and characteristics you want your business to embody. Then think about who your ideal customer group is (age, sex, income range, location, etc.). Every idea you come up with for a name needs to be held next to these details as a way to determine if that name fits with the kind of business you’re trying to create. If you want a bit more in-depth how-to for this practice, you can read all about it here.
Make it a Group Project

Group projects get a bad rap. But gone are the days when the Tommys and Tiffanys of the world are forced to be in class with no real motivation. (Sorry to any well-motivated Tommys and Tiffanys out there ????????) For your group, pick people who you love and respect, rally your friends who believe in you and your future business, grab your creative friends, and get to work!

Don’t be afraid to say every idea out loud. We have this thing in our office that we adopted from author and researcher, Brené Brown. We allow each other non-judgemental space to have a potential “????-y first draft.” When coming up with an idea, we may hit it out of the park the first time, or it may be a ????-y first draft. BUT, some of our very best work has come by saying a bunch of first drafts and playing off of those until we get to the final concept. It can be really quite fun in a group you trust!

2. It’s Ok to Be #Basic

In fact, it’s encouraged! When thinking of a name for your business, it’s great to keep it simple. A simple name is not only great for name recognition, but also when thinking about branding, print, and design. A long, more business complicated name can be well, complicated to fit on product labels, t-shirts, etc. A short name will keep things clean and pleasing to the eye.

3. Sleep On It

If you’re anything like us, you’ve had an earth-shatteringly amazing idea only to sleep on it and realize it’s mediocre at best. There’s no shame in that. So sleep on it! Maybe for a few nights. And if you still love it, you know it’s meant to be!

4. Check for Any Unwanted Doppelgängers

Before you ???? settle on your business name and get suuuuper attached, you’re going to want to do a quick Google search to see if there are any companies already using your name that may be potential competitors. Also take the time to make sure the name not already trademarked. You can easily search the federal database AKA TESS (the Trademark Electronic Search System) of the U.S. Patent and Trademark Office.

Last but certainly not least, do domain name search. In 2019 a website is necessary, so make sure your business name is available as a website domain. If it isn’t, try using an abbreviation, hyphens, or an alternate domain such as .net.

5. Register That Bad Boy!

Once you’re in love with a name as if it were your first born, you’re going to want to register it as fast as you can. (But not too fast or anything. No typos wanted here! ????)

If you have an LLC, a corporation, or a limited partnership in the U.S., you’ll need to register your business with your state authorities. When you do, your business name will automatically be registered (yay efficiency!). If your business is a sole proprietorship or a general partnership, in most cases, you will register your business with the county and/or city where it’s located.

Oh, and while it’s not a requirement, it may be a good idea to register your business name for a trademark to protect yourself from any of your own future unwanted doppelgängers. ????

Conclusion

Hailing from an entrepreneurial family and being entrepreneurs ourselves, we know how hard this process can be, but also how much fun it can be! We hope these little tidbits helped. And we can’t wait to see what future business names you guys come up with.

Anyone ever made a cold call? ✋ Probably all of us. Anyone enjoy them? Probably a very small minority of people… extreme extroverts only. ???? So, that begs the question: if we all hate cold calls, then why are we doing them?

Put it this way— if you’re starving and someone offers you a fishing pole or a pack of seeds, which would you take? The fishing pole, of course. Cold calls are like fishing. They’re useful when you need a client now, and we get it. Cold calls let you survive another day, like fishing for dinner. That’s also the biggest issue with cold calls: If that’s your only real way to gain clients, the cycle will never end. You’ll be making sales calls FOREVER. But we’ve been there— survivor sales. Also known as a traditional Outbound Sales Funnel (AKA, fishing). At the end of 1,000 cold calls, you have 10 clients, a headache, and an emotional breakdown. Then you get to start over again.

Here’s a little quip from one of our owners Joanna about her time in that cycle:

“When we relocated from NC to Greenville, SC, I knew that I would need to do the hard work to find clients. Along with attending dozens of networking events, I spent hours upon hours making cold calls or sending cold emails. And I hated it. But I have three kids who eat a lot, so I had no option. But I refused to accept the fate of cold calling every day forever. So I made a choice. I would keep on ‘fishing’ but I would ALSO plant some seeds. I began putting a long-term plan in place that is paying off now. At this point, I literally can’t remember my last cold call but the clients keep flowing in.”

SO, what can you do to get out of the survivor sales cycle? Our suggestion is: DO BOTH! Keep fishing if you need to now, because you gotta eat. But also plant some seeds to invest in long-term growth. And you can do that through creating what’s known as an Inbound Funnel.

Goal of an inbound funnel is to, instead of going after clients, simply take steps. You plant seeds to attract clients, then you water them so they come to you, then you get to harvest the crops. (Can you tell we love a good plant metaphor? ????)

At surface level, the funnels can seem similar, but when you break them down, you’ll see the clear differences. Plus, perhaps the biggest difference comes in step 4. Stay tuned. ????

1. Create Awareness

Potential clients won’t come to you unless they know you exist. Crazy, right? So the best way to get your name out there is to use a variety of methods. The more methods you use, the broader your funnel will be. In the farming metaphor, think of planting a variety of crops. Ideas for exposure? Most exposure methods are free/cheap but you can amp up your funnel by paying. Check out our handy dandy graphic for ideas for free vs. paid exposure.

2. Build Value & Trust

After exposure is executed, potential customers may visit your website, visit your store, or follow you on social media. Caution: Do not try to switch back to fishing and scare them away. Step 2 in a sustainable inbound funnel takes time. Many people fear losing the customer’s attention so they jump to sales again. Yes, short attention spans are real and they may lose focus, so using forms to gather contact info is okay, but don’t start a hard sell just yet. The natural progression is awareness, discovery, interest. The jump from discovery to interest is difficult because no one wants to be “sold,” so the marketing/sales tactics need to be balanced with building trust/goodwill.

So how do you do that?

  1. Offer Valuable Free Resources
  2. Testimonials & Customer Reviews
    • Ask your customers/clients to write you a positive review online. In fact, we wrote a whole blog about how to do this well and why they’re beneficial. Check it out here.
  3. Insider Info
    • Meet-the-team posts add a personal story and help viewers get to know you in a low-pressure setting.
    • Sharing industry secrets by blog or social media can be a huge advantage for you over your more tight-lipped competitors.
  4. Features v. Benefits
    • Keep touching on the benefits of your business or product rather than just the features. People make purchasing decisions based on benefits, not features.
  5. Nurture Interest
    • Whether through email, social media, blogs, etc., make sure your customers see a product that meets their need(s) several times.

3. Close the Sale

You are still not a salesman here. We repeat. Not a salesman. ???? This isn’t time to “reel them in;” it’s time to reap the harvest. BUT When the customer shows true consideration (fills out a form, adds item to cart, asks for price quote), you need processes in place to help convert them. Some things to consider here:

  1. Ease of purchase: Can they do so without having to call? Is it intuitive? Do you accept various payment methods?
  2. Incentivize purchase: This may include increased direct marketing (call or email), coupon codes, limited-time introductory offers (positioned as only ONE TIME).

4. Create a Sustainable Funnel

The initial sale conversion isn’t the end. It is simply the beginning of the customer relationship journey and start of constantly refilling your funnel. If your whole funnel ends after a single purchase, your funnel isn’t sustainable. Here are a few great ways to create a sustainable funnel through customer relationship and retention

  1. Multiple Purchases: Could customers buy more than one of your products? How about a subscription model? How about a discount on second purchases in the same month? A loyalty program.
  2. Replacement Purchases: If customers won’t need multiple products, how long until they need a replacement? Do you have a long-term marketing plan in place that keeps the customer in contact until that time? Should you offer loyalty incentives? Email marketing and social media work great in this long-term plan.
  3. Complementary Products: What complements your product? If you know they will need another product in conjunction with yours, selling that complementary product not only gives you another sales channel, but also it’s good customer service. People like convenience.
  4. Customer Service: Go above and beyond expectations. Create a culture so your employees know to do the same. Great customer service creates a sales force of brand advocates, because content customers just come back. Surprised customers tell others!

Conclusion

Speaking of telling others, word of mouth is the best way to get you inbound leads, and by the way, it has the absolute best ROI you can ever get. So, ask customers to leave you reviews. Ask them to share with a friend for them both to get an incentive. “Ask and you shall receive…” That’s a popular saying for a reason!

And if you go above and beyond to thank customers who advocate for you by sending a hand-written thank you note, sending a gift card, or mentioning them on social media, they will feel validated as an important part of your company story, which they are! And then they’ll be more likely to continue to advocate for you. Advocates help fill your funnel with potential customers that are not only aware, but already have trust and are ready to convert. This cycle will grow, and soon you will be done with sales. Woohoo! We’re so excited about the potential of that, we’re leaving you with another awesome graphic.

Being a small business owner or entrepreneur comes with a lot of perks, like a flexible schedule and not having a boss. BUT it also comes with its own challenges, just like any job. When you own a business, there’s a lot of pressure to do things the right way and make it a success. After all, a lot of people will associate you with your business. Often times, this causes business owners to run themselves ragged. But listen, you don’t have to do that. You can delegate and still be successful. You just have to be strategic about what you delegate and to whom. We even wrote a blog about outsourcing that you can go read if you haven’t already!

Okay okay, moving on. We know we talk about this all the time, but we’re not going to stop any time soon because A) it’s important, and B) if we know anything about small business owners, it’s really hard to let things go.

But if you’re not ready to start delegating, why not try automating? There are tons of tasks you can automate that will end up saving you precious time, and also your sanity.

Automation doesn’t just save you time; it also increases overall customer service, makes you more efficient, and clears up your time for big picture stuff. Plus, there are some really great apps available to you! Alright, let’s get to it.

1. Social Media

Instead of wasting time every day thinking of what to post, breaking up your day by taking photos, writing captions, and then posting, try sitting down one day a month to choose photos and type out all your posts. Then, you can schedule them out a month ahead of time. Facebook has its own built-in scheduling software found in the Publishing Tools section of your business page. You can also utilize other softwares like Hopper or HooteSuite for your other social media accounts on Instagram, Twitter, or LinkedIn. ????

 

2. Customer Communication

Prompt and professional customer communication is an absolute must. In fact, most studies say customers expect a reply to an email or contact form submission within 24 hours. Everyone loves a thoughtful reply, but it could take the whole day to individually reply to everyone who contacts you, depending on your business size. So why not automate some of those emails? Whether you want to send an automated reply to contact form submissions on your website with helpful information or just send a thoughtful thank you email after every purchase, eliminating the time it takes to do so can free you up significantly. Another great idea is to set up an auto-reply on your social media accounts and emails, letting them know that their message DID go through (very important), and that you’ll get back to them within 24-48 hours. Head on over to your email provider and social media platforms to set these up there!

3. Inbox Management

Did you know that there are apps that will declutter your inbox for you and unsubscribe you from annoying email lists? Run, don’t walk. And whoever invented these services, we’d like to shake your hand. ????

 

4. Invoice Reminders

Have a client who owes a payment? Don’t we all. ???? Many apps will allow you to create automated email reminders and send them to clients for you. This not only helps free you up, but it also means you won’t be tempted to send emotional emails about past-due payments. (#aspermylastemail, anyone?)

5. Your To-Do List

There are several mobile and computer apps that will streamline your To-Do lists, keep everything in one place, and allow you to set reminders. Anyone else thankful for auto reminders? ✋

 

 

 

6. Payroll

So, you’re not a bookkeeper and can’t afford to hire one. Do you just make yourself miserable doing all that #math even though you’re not passionate about it? The answer is no. No, you don’t. Try a payroll automation company, like Gusto, and free yourself up for very important non-math related work. Because life is way too short to do things that make you miserable. (Disclaimer: If you love math, we see you. We respect you. Keep up the good work.)

 

7. Receipts

Have trouble keeping up with endless receipts? Honestly, #same. Right after your purchase, you can simply snap a picture of your receipt and keep track of your expenses via an app like Shoeboxed or Expensify. Those apps can automatically get the necessary information exported from them. Bonus points for this one because it will help you avoid getting bogged down during tax preparation. And your CPA will love you. Win-win.

 

 

8. Backing Up Files

Backing up files is one of those things that’s essential but also can be kinda annoying. And a LOT of people don’t really do it unless they’ve learned the hard way. It’s like properly removing a device from your computer… does it REALLY matter? Oh, we’re here to tell you it does. One of us may or may not have had their whole iPod erased back in the day. (RIP⚰️). ANYWAY, backing up your files is really a necessary precaution. And it’s super simple to automate. You can set up a cloud-based backup like Dropbox or Google Drive. And by syncing all your files to the cloud, they’re accessible on any device with an internet connection.

 

 

 

9. Website Analytics

It’s simple to set up a Google Analytics report to be emailed to you once a week. Et voilà! Your website analytics magically appear in your inbox ✨No more wasting precious time logging in to find it.

10. Bill Pay

Whatever you can automate, you should. Whether it’s a payment on your business credit card payment, your office rent, any software you utilize, or any building maintenance services such as cleaning, cutting down on the time you spend writing checks is critical. If you know you’re going to pay it every month, ask if they do auto-draft, that way you don’t have to keep it on your to-do list.

These may seem small, but every minute matters when you’re juggling a business, family and friends, and trying to have some sort of remnants of a social life. That’s why taking routine, recurring tasks off your to-do list can really help boost your productivity. These are the types of things that can break up the day at the worst times and have the potential to ruin a perfectly good train of thought. And no one wants that! If you can delegate some everyday tasks to employees, do it!! But even if you’re not able to delegate (yet), you could potentially free up some much needed time by automating these simple tasks. So just do it.

Is it too soon to use this GIF again? Asking for a friend….

Social Media can either seem pretty straight forward or it can feel overwhelming (depending on the day, AM I RIGHT? ????), and Instagram may be the biggest culprit. With constant changes in things like algorithms, a need to curate the perfect feed, and a steady stream of new features, keeping up can feel like a full-time job! So we’re going to take a few minutes today to let you know about some new updates with Instagram and break down some of the most popular features.

Instagram started as a simple feed of photos with cool filters, meant for users to share their everyday adventures in real time. But it has morphed into a huge social network full of photos, stories, IGTV, GIFs, and video clips all fighting for attention. While it’s still used for personal documentation, it’s also become a huge platform for businesses, marketers, and influencers to interact with and grow their audiences.

In recent years it’s turned into probably the most “curated” part of social media, where presets, Photoshop, advertisements, and fake smiles can make a lot of people wonder if they measure up. But that could all be changing…

The Grid

If you don’t know what the grid is. It’s another way of saying your personal Instagram page, or profile. Here’s a look at our grid as of late:

When Instagram started, there really wasn’t any focus on how the grid looked. No one even thought of it, but as Instagram became a tool for marketing, whether to promote a business or to advertise as an influencer, there became this obsession with how the grid looked to potential customers. The thought was (and mostly still is) that if someone visits your profile and your grid is messy, you won’t attract them as a customer as easily as your grid is very cohesive.

The Aesthetic

Over time, a lot of people got tired of the perceived perfection from businesses, influencers, and even just personal Instagram users. And content creators got tired of spending so many hours thinking about exactly what order to put photos in to make the perfect grid. So now we’re seeing a steady change towards an “anti-Instagram aesthetic” from many popular influencers, especially younger ones. After a few years of perfect profiles with filtered presets, it looks like we may be experiencing somewhat of a shift, with an article in The Atlantic suggesting that the ‘Instagram Aesthetic’ is over.

This article in The Atlantic was really about influencers. But if you’re reading this, you’re probably not a famous influencer. You’re probably a hard-working small business owner, trying to put food on the table and grow your business. So how does all of this affect you on Instagram? The reason we’re mentioning popular influencers now, is because businesses and brands always tend to follow suit.

We found two great examples of businesses already moving away from the Instagram aesthetic.

Here’s the feed of Glossier, a beauty and skincare brand, 2 years ago:

And today:

Two years ago, their feed was only professional photos, shot in-house, all with the same color aesthetic and filter. Today, you see a mix of memes, user photos they’ve shared, and some professionally shot product photos. But why the change? I think they, as they should have, realized that users didn’t want to look at a professional catalog of their products, but they wanted to connect. People want to see themselves in what brands post.

We’ve seen a change in Nike’s feed as well. Here’s two years ago:

And today:

2 years ago, Nike’s feeds was all professional, stock-like photos with the same high-clarity edited style. Now we see a mix of videos and photos, and a more natural look on a lot of them. Especially for an athletic wear company, having everything purposefully curated is kind of a catch 22. After all, athletics are messy.

The main takeaway here is that businesses should be aiming to connect with their specific audiences, even if that means creating an “aesthetic” that goes against outdated Instagram expectations. But one thing we will note is, depending on your industry, the aesthetics of your grid may stay cohesive in some ways. And that’s okay. Obviously with creatives, designers, artists, and the like, your grid will still have one solid aesthetic because usually artists have one style, at least for seasons. So since artists have a style, the grid looks more cohesive naturally, without a ton of planning.

Alright, we’ve spent a lot of time talking about how the aesthetic of Instagram is changing, now let’s hit some of their ever-changing features. Shall we?

Stories

According to recent statistics, Instagram Stories have about 250 million daily users, and 33% of the most popular stories are posted by businesses. So stories are a great way to get engagement from your audience as a business owner. The statistics also show that 20% of stories posted by businesses result in direct messages.

Ever feel like your business is competing with a million stories to get seen by your audience? You’re not *entirely* wrong. So here are a few ways to get your story more viewership!

1. Use a geotag for your location. Geotags have been shown to get 79% more engagement.
2. Use a hashtag for a 12% increase in engagement.
3. Get a friend, an influencer, or one of your employees to “takeover” the Instagram account. These stories get a lot of engagement and are a great opportunity to be more personal and add a face to a name.
4. Use a poll. Asking followers to help you make decisions here and there can give your engagement a boost as well as make them feel like an important part of the online community.
5. Offer them a sale exclusive to Instagram Story viewers.
6. Post Stories Monday & Thursday 7-9pm, and avoid 3-4pm.

Videos & IGTV

For a while, video was the new “it girl” in the social media world. And Instagram even prioritized video over photos in the feed. They got higher priority in the algorithm. Meaning, if you posted a video, your users were more likely to see it than if you posted a photo. Well, that is no longer true. Videos and photos now get the same authority. But recently, Instagram has introduced IGTV to the mix. IGTV is a great tool, allowing videos up to 10 minutes long. If you’re a business that sometimes utilizes YouTube, but haven’t seen high return there, this could be a way to reduce your workload and consolidate your content into one place!

Since IGTV’s release, it’s been common to see IGTV videos in the Explore tab, but recently Instagram also added the ability for users to add IGTV previews to their own Stories AND allowing users to post previews directly into the main feed. It’s a great way to share how-tos or any important stories behind your business!

The Explore Tab

The Explore Tab is a great way to grow your following. It’s a way for Instagram to suggest new accounts to people that they think they’ll like. Just like the feed, the Explore Tab has an algorithm that makes this all happen. And we’re going to break it down for you. There are 3 main factors to how your posts can show up on someone’s Explore Tab: Interest, Timeliness, and Relationship.

1. Interest: Instagram tracks what people like and comment on, which stories they watch, and they use that information via their algorithm to keep showing what they think you’ll like based on that information. So, if you want people to see your business’s posts more often, give them incentive to like or comment on the post!

2. Relationship: Instagram has an algorithm to understand your relationship with others. It’s mostly like interest but a bit different. Rather than liking and commenting, it has to do with tagging. If someone tags you in things, the algorithm thinks they might be your friend or family, so they’ll show you that person in Explore Tab, and vice versa. They’ll also show people or businesses also connected to those people. So, think about creative ways you can get your users to tag your business in their photos!

3. Timeliness: For example, newer posts get more authority on the Explore Tab rather than posts that are a week old. So post regularly!

Conclusion

According to digital strategist Taylor Cohen, the Instagram aesthetic hit its climax sometime in mid-2018, and since then, it’s slowly been changing. But again, what does this mean for your business? This means you can share what you want in the moment, what you think your audience and potential clients would like, without having to spend hours getting your photos in an order that will look a certain way when someone visits your profile. So you get some of your precious time back. (Yay!)

With all of these new features, the important thing is to not get bogged down in feeling like you have to do them all. Plus, things are always changing, so don’t put all your eggs in one basket, only to have the feature you’re using filter out after some time (pun intended). Figure out which features boost engagement and add value to your business. Don’t just use tons of your time with no return on investment. For example, if you don’t have any big stories to tell, or need to do how-to videos, IGTV may not be for you. And that’s okay! Stick to photos and Stories.

Alright that’s it for this breakdown on the ole Instagram. We hope this helped! Happy ‘gramming, y’all.