Values is a term that we are seeing really moving in conversation at the moment. Not just with movements and governments, but in friends circles and family conversation. But how do brands add value to their customers, and why do we care?
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We are being asked a lot how Covid-19 is affecting our business. What all of this means for our little Company of One, what we are doing with all our “extra time” and are we worried about what the future holds?
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Working from home can be a complete luxury and also a total buzz kill, depending on how you go about it. Unfortunately, in the current time, we are all being encouraged or dictated to work from home for a significant period of time. For some people, this conjures ideas of “staying home” all day and working in your PJ’s with Netflix on in the background. For others, it conjures ideas of complete and utter social isolation and uncomfortableness. Both can be true, but what you do really need to focus on is how to best stay sane when working from home.
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Over the past few months in Australia we have had a huge change in the way that social media operates, particularly for brands and influencers. The removing of likes by both Instagram and now Facebook has caused outrage in some corners of the social media world and rejoicing in others. The question now is what this means for business, and I am the first person to say who the heck cares if they’ve hidden the likes – that’s not the point. Outrageous, I know.
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It can be challenging being a small business owner. Sometimes you feel like an expert in one really niche area of the world, and wonder how the hell the person who needs your services will ever find you. Or else, you feel like a jack of all trades but a master of none – and it tends to swing from one extreme to the other.
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For one reason or another, there has been plenty of talk online lately about brand guidelines – what you should include, why they’re important and what they offer your business. I’m not going to rehash that here, it doesn’t add any value to a conversation that is already happening. What I have observed though is the tendancy for brand guidelines to be a beautiful document that sits in a drawer and doesn’t get applied to all parts of your business, the way it should be. And that’s something worth tackling.
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Each of us in small business came into what we are doing with a Vision or a skill or maybe even a dream. It could have manifested itself as a product or a service, a doodad or widget or even just selling the idea – but there was obviously a time where we were doing it all. The making, the thinking, the website, the writing, the selling, the chasing and – if you were lucky – the invoicing.
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As part of an ongoing conversation into how we should all be using social media in 2019 is the conversation about sales. Social media managers are increasingly being asked about the dollar value amount they bring into a business, what’s their ROI. And we have no issues about being asked about our ROI – what we do want to look at is what we mean when we talk about the “return”.
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We have to change the way we are using social media in 2019. Not just you, not just me, but all of us.
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We spoke recently about why email marketing is important and why it should be a key part of your amplification strategy. But there’s no sense in sending out a carefully crafted message that doesn’t add value to the people you are trying to target – but who are they anyway? Who are you designing your EDMs for and what are you trying to get them to do?
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